Anne MICHAUT

Professor (Education Track)

Marketing

Biography

Anne Michaut is Professor (Education Track Faculty) in the Marketing Department at HEC Paris, where she currently serves as Associate Dean of Pre-experience Programs. In this role, she oversees all pre-experience programs at the school — including the Bachelor, Grande École, and Master’s programs — ensuring their academic excellence, international relevance, and pedagogical innovation.

From 2019 to 2025, she served as Associate Dean for Education Track Faculty and Pedagogy, as well as Director of Digital Learning. In these roles, she contributed to structuring the Education Track Faculty framework, supported faculty evaluation and career development processes, and integrated digital learning into course design and pedagogy. She also worked to strengthen teaching quality, enhance faculty pedagogical capabilities, and develop academic partnerships, notably with Harvard Business Publishing.

She teaches in the Grande École, MBA, Executive MBA, and Executive Education programs, in the fields of Luxury Management, Branding, Customer Experience, and Innovation. She is Academic Director of the LVMH Chair and Academic Director of the Executive Master in Media, Art and Creation, developed jointly with Tsinghua Universityin China. She also contributes to HEC Paris’s international initiatives such as Inside LVMH and Women@Dior.

Her research focuses on luxury perception, sustainability, entrepreneurship, and customer experience. Her work has been published in leading academic journals including the Journal of Product Innovation Management, the Journal of Brand Management, and the Journal of Brand Strategy.

Before joining HEC Paris, she worked at Unilever in the Netherlands on consumer adoption of innovation, as part of a doctoral research project funded by the company. She holds a Ph.D. in Social Sciences and a Master’s degree in Marketing and Consumer Behavior from Wageningen University (The Netherlands), as well as an engineering degree in agronomy.

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Scientific articles

Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury

Journal of Brand Management, January 2020, vol. 27, n° 1, pp 35-47, (in coll. with J.-N. KAPFERER)

Are Millennials really redefining luxury? A cross-generational analysis of perceptions of luxury from six countries

Journal of Brand Strategy, Winter 2019, vol. 8, n° 3, pp 250-264, (in coll. with J.-N. KAPFERER)

Luxury and sustainability: a common future? The match depends on how consumers define luxury

Luxury Research Journal, 2015, vol. 1, n° 1, pp 3-17, (in coll. with J. N. Kapferer)

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, 3 February 2002, vol. 95, n° 3f, pp 1199-1224, (in coll. with H. N. J. Schifferstein)

Chapters in edited books

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

Tests de concepts : ce qu'il faut vraiment savoir

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

Proceedings

Matching product newness to consumer exploratory buying behavior

Proceedings 2008 ACR Conference, San Francisco , 2008 (H. van Trijp, S. Knoops)

We succeeded, therefore we did well: Ex-post rationalization bias in New Product development Practices

36th EMAC Annual Conference , 2007 , Reykjavik (F. DALSACE)

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

ACR (Association for Consumer Research) Conference , 2005 , San Antonio , Proceedings (S. Knoops)

Bring structure, make it simple ! template-based products overcome initial product complexity

Proceedings of the 33rd EMAC Conference - University of Murcia , 2004 , Murcia (E. van Kleef, J. C. M. van Trijp)

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

We succeeded, therefore we did well: Ex-Post Rationalization Bias in NPD Practices

Mimeo , 2007

The Impact of Quality Disparity on Consumers' Pair-wise Evaluations of Related Products: The Case of Substitutes and Complements

Mimeo , 2006

Case Studies

Gravity-defying Fashion

2024