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Anne MICHAUT

Professeur (Education Track)

Marketing

 Profile picture

Biographie

Anne Michaut est titulaire d’un Ph.D. in social sciences de l'Université de Wageningen, où elle a également obtenu Master en marketing et comportement du consommateur. Elle est également titulaire d'un diplôme d’ingénieur agronome. Avant de rejoindre HEC Paris, elle a travaillé sur l'adoption de nouveaux produits par les consommateurs et la méthodologie de processus d'innovation chez Unilever, qui a financé sa recherche de doctorat. Ses intérêts de recherche actuels sont dans le domaine du luxe, en mettant l'accent sur la perception du luxe, le développement durable, l’entreprenariat et l'expérience client. Son travail a été publié dans le Journal of Product Innovation Management, Journal of Brand Management, ou Journal of Brand Strategy, et elle a contribué à divers ouvrages.

A HEC Paris, elle enseigne dans les programmes Grande Ecole, MBA, Executive MBA et Executive Education. Elle a collaboré avec plusieurs entreprises dans son enseignement, telles que L'Oréal, McKinsey&Company, Orange, Michelin, AT Kearney, Kering et les différentes Masions du groupe LVMH. Elle est directrice académique de l'Executive Master in Media Art and Creation, développé conjointement avec Tsinghua en Chine. En tant que directrice de la Chaire académique LVMH, elle développe des enseignements pour les différents programmes d'HEC sur le management du luxe, et participe à la création de contenus pour les les plateformes InsideLVMH et Women@Dior.

Depuis 2019, Anne Michaut est Doyenne Associée Education Track and Pedagogy et Directrice du Digital Learning depuis 2021.

 

Articles scientifiques

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

Journal of Brand Management, janvier 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)

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

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

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, janvier 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, décembre 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)

Chapitres d'ouvrages

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

Actes de conférence

Matching product newness to consumer exploratory buying behavior

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

The overlooked difference between process- and project-acceleration: evidence from a new products development simulation

Proceedings of the 14th International Product Development Management Conference , 2007 , Porto (F. DALSACE)

We succeeded therefore we did well: ex-post rationalization biases in NPD practices

Proceedings of the 14th International Product Development Management Conference , 2007 , Porto (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)

Cahiers de recherche

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

Articles scientifiques

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

Journal of Brand Management, janvier 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)

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

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

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)

Chapitres d'ouvrages

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

Actes de conférence

Matching product newness to consumer exploratory buying behavior

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

The overlooked difference between process- and project-acceleration: evidence from a new products development simulation

Proceedings of the 14th International Product Development Management Conference , 2007 , Porto (F. DALSACE)

We succeeded therefore we did well: ex-post rationalization biases in NPD practices

Proceedings of the 14th International Product Development Management Conference , 2007 , Porto (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)

Cahiers de recherche

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

Formation

  • Ph.D. in Social Sciences, Wageningen University - Pays-Bas
  • M.Sc. in Marketing and Consumer Behavior, Wageningen University - Pays-Bas
  • Diplôme d'Ingénieur, Ecole Nationale Supérieure Agronomique de Toulouse - France

Nominations académiques

Responsabilités académiques à HEC

  • 2022- Professeur (Education Track), Marketing HEC Paris
  • 2019-2022 Professeur Associé (Education Track), Marketing HEC Paris
  • 2019- Doyen Associé à la Faculté Education Track et à la Pédagogie HEC Paris
  • 2009-2019 Professeur Affilié, Marketing HEC Paris
  • 2003-2009 Professeur Assistant, Marketing HEC Paris

Activités scientifiques

Adhésion à l'organisation académique ou professionnelle

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

Prix ​​& honneurs

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