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Anne MICHAUT

Associate Professor (Education Track)

Marketing

michaut@hec.fr
Profile picture

Biography

Anne Michaut received a Ph.D. in Social Sciences from Wageningen University, where she also received a M.Sc. degree in Marketing and Consumer Behavior. She also holds an agronomics engineering degree. Prior to joining HEC Paris, she worked on innovation process methods and new product adoption processes at Unilever, which funded her PhD research. Her current research interests are in the field of luxury, focusing on the perception of luxury, sustainable development, entrepreneurship and client experience. Her work has been published in Journal of Product Innovation Management, Journal of Brand Management, or Journal of Brand Strategy, and she has contributed to edited books.

At HEC Paris, she teaches in the Grande Ecole, MBA, Executive MBA, and Executive Education programs. Her teaching covers varied topics about Luxury Management as well as Innovation Marketing. She has collaborated with multiple companies in her teaching, such as L’Oréal, McKinsey&Company, Orange, Michelin, AT Kearney, Kering and LVMH. She was the academic director of the Advanced Management Program in fashion and Luxury, jointly developed with IFM and Tsinghua SEM in China (2008-2015). She is now the Director of the LVMH Academic Chair; she works on developing HEC Paris’ excellence in teaching in the field of Luxury.

Scientific articles

Behavioral Reasons for New Product Failure: Does Overconfidence Induce Overforecasts?

Journal of Product Innovation Management, September 2015, vol. 32, n° 5, pp 825-841, (in coll. with D. G. MARKOVITCH, J. H. STECKEL, D. PHILIP, W. M. TRACY)

Is luxury compatible with sustainability? Luxury consumers’ viewpoint

Journal of Brand Management, January 2014, vol. 21, n° 1, pp 1-22, (in coll. with J.-N. KAPFERER)

Norhla: Restoring the glory of khullu wool for social development and environmental protection in the High Tibetan Plateau

Facts Reports (Field ACTions Science Reports), 2012, vol. 6, (in coll. with A. Sireyjol, J. Guesné)

Matching Product Newness to Consumer Exploratory Buying Behavior: Strategies for Effective New Product Launch

Advances in Consumer Research, 2009, vol. 36, pp 1048-1049,

Today, It's New! And Tomorrow? Perceived Product Newness In Relation With Product Liking Over Time

Advances in Consumer Research, 2005, vol. 32, (in coll. with S. Knoops)

Effects of appropriate and inappropriate odors on product evaluations

Perceptual and Motor Skills, December 2002, vol. 95, n° 3f, pp 1199-1224, (in coll. with H. N. J. Schifferstein)

What's new? A multidimensional approach to product newness

European Advances in Consumer Research, 2001, vol. 4, (in coll. with J. B. E. M. Steenkamp, J. C. M. Van Trijp)

Chapters edited in books

Tests de concepts : ce qu'il faut vraiment savoir

L'Art Du Management 3, HEC Paris, Dunod, Paris, 81-85

Are luxury purchasers really insensitive to sustainable development? New insight from research

&Quot;Sustainle Luxury: Managing Social And Environment Performance In Iconic Brands, Miguel Angel Gardetti, Ana LauraTorres (Eds), Greenleaf Publishing, 38, 94-107

Proceedings

Tests de concepts : ce qu'il faut vraiment savoir

L'Art Du Management 3, HEC Paris, Dunod, Paris, 81-85

Are luxury purchasers really insensitive to sustainable development? New insight from research

&Quot;Sustainle Luxury: Managing Social And Environment Performance In Iconic Brands, Miguel Angel Gardetti, Ana LauraTorres (Eds), Greenleaf Publishing, 38, 94-107

Working papers

Is Luxury Compatible with Sustainable Development: the consumer viewpoint

Mimeo , 2012

Striking correlates of luxury counterfeit purchases

Mimeo , 2012

Newness and success: uncovering the relationship

Mimeo , 2011

Do Insider Effect and Ex-post Rationalization in NPD Research threaten what we know about drivers of NPD performance ? Results of an experimental simulation

Mimeo , 2008

Do Insider Ex-Post Rationalization Effects Challenge NPD Research Findings? An Experimental Simulation Study on the Role of Market Orientation on Performance

Mimeo , 2008

Perceived product liking with a time perspective

Mimeo , 2008

The Overlooked Difference between Process- and Project- Acceleration: Evidence from a New Product Development Simulation

Mimeo , 2007

Error in Managements Forecasts of New Product Sales Performance: Causes and Situational Factors

Mimeo , 2004

Scientific articles

Behavioral Reasons for New Product Failure: Does Overconfidence Induce Overforecasts?

Journal of Product Innovation Management, September 2015, vol. 32, n° 5, pp 825-841, (in coll. with D. G. MARKOVITCH, J. H. STECKEL, D. PHILIP, W. M. TRACY)

Is luxury compatible with sustainability? Luxury consumers’ viewpoint

Journal of Brand Management, January 2014, vol. 21, n° 1, pp 1-22, (in coll. with J.-N. KAPFERER)

Norhla: Restoring the glory of khullu wool for social development and environmental protection in the High Tibetan Plateau

Facts Reports (Field ACTions Science Reports), 2012, vol. 6, (in coll. with A. Sireyjol, J. Guesné)

Matching Product Newness to Consumer Exploratory Buying Behavior: Strategies for Effective New Product Launch

Advances in Consumer Research, 2009, vol. 36, pp 1048-1049,

Chapters edited in books

Tests de concepts : ce qu'il faut vraiment savoir

L'Art Du Management 3, HEC Paris, Dunod, Paris, 81-85

Are luxury purchasers really insensitive to sustainable development? New insight from research

&Quot;Sustainle Luxury: Managing Social And Environment Performance In Iconic Brands, Miguel Angel Gardetti, Ana LauraTorres (Eds), Greenleaf Publishing, 38, 94-107

Proceedings

Tests de concepts : ce qu'il faut vraiment savoir

L'Art Du Management 3, HEC Paris, Dunod, Paris, 81-85

Are luxury purchasers really insensitive to sustainable development? New insight from research

&Quot;Sustainle Luxury: Managing Social And Environment Performance In Iconic Brands, Miguel Angel Gardetti, Ana LauraTorres (Eds), Greenleaf Publishing, 38, 94-107

Working papers

Is Luxury Compatible with Sustainable Development: the consumer viewpoint

Mimeo , 2012

Striking correlates of luxury counterfeit purchases

Mimeo , 2012

Newness and success: uncovering the relationship

Mimeo , 2011

Do Insider Effect and Ex-post Rationalization in NPD Research threaten what we know about drivers of NPD performance ? Results of an experimental simulation

Mimeo , 2008

Education

  • Ph.D. in Social Sciences, Wageningen University - The Netherlands
  • M.Sc. in Marketing and Consumer Behavior, Wageningen University - The Netherlands
  • Diplome d'Ingenieur, Ecole Nationale Supérieure Agronomique de Toulouse - France

Academic appointments

Academic responsabilities at HEC

  • 2019- Associate Professor (Education Track), Marketing HEC Paris
  • 2019- Associate Dean for Education Track and Pedagogy HEC Paris
  • 2011-2019 Affiliate Professor, Marketing HEC Paris

Scientific Activities

Membership in Academic or Professional Organisation

  • Member, PDMA (Product Development and Management Association)
  • Member ACR (Association for Consumer Research)
  • Member of the European Marketing Academy

Awards & honors

  • Consumer response to innovative products'. 2005 Dutch Marketing Science Award, May 10th, Den Bosch, The Netherlands