Kristine de Valck

Kristine de Valck is Professor of Marketing and Dean of Degree Programs at HEC Paris. She is a global voice on online communities, word-of-mouth marketing, and how digital platforms transform consumer behavior and business.

Kristine de Valck studies how digital platforms, social media, and online communities influence what we buy, how we connect, and how brands thrive — or fail.

Kristine is a leading expert on word-of-mouth marketing and the power of online networks. Her research shows how digital spaces can co-create brand value but also breed toxic behaviors. 

She has published in the Journal of Consumer Research, Journal of Marketing Research, and Administrative Science Quarterly.

A two-time winner of major research awards, she is also a trusted voice for practitioners. Her articles in Harvard Business Review — including “Why Moderators Can’t Protect Online Communities on Their Own” (2024) and “Improvisation Takes Practice” (2021) — and in The Conversation (in French) translate deep research into clear action.

In the field of pedagogy, Kristine shapes the school’s degree programs and champions innovation in business education. She has led the Marketing Department, the Ph.D. Program, the MBA program, and the TRIUM Global Executive MBA. Beyond HEC, she mentors faculty worldwide and serves on the boards of top international business schools.

Kristine’s mission: help organizations and leaders navigate digital transformation with insight, agility, and integrity.