Kristine DE VALCK

Kristine de Valck is Professor of Marketing and Dean of Degree Programs at HEC Paris. She is an authority on online communities, word-of-mouth marketing, and the impact of digital transformation on consumer behavior and organizations.

Kristine de Valck’s research examines how online communities, social media, and digital platforms shape consumer behavior and marketing strategy. She is internationally recognized for advancing knowledge on word-of-mouth marketing and the dynamics of online networks.

She has published in leading journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, and Administrative Science Quarterly.

Her award-winning work explores topics ranging from the “brutalization” of online communities to co-creation practices and improvisation in business contexts.

Kristine regularly translates her findings for practitioners through keynotes, executive programs, and articles, including pieces in The Conversation and Harvard Business Review, such as “Why Moderators Can’t Protect Online Communities on Their Own” (2024) and “Improvisation Takes Practice” (2021).

Before becoming Dean of Degree Programs in 2021, she held leadership roles at HEC Paris, including Head of the Marketing Department, Associate Dean for the PhD Program, and Vice Dean for the TRIUM Global Executive MBA. She also serves on international boards and contributes to business school faculty development globally.