Michael G. Luchs. Marketing research, sustainability, new product design and development, customer insights

Transcription

1 Michael G. Luchs Office Address: 3050 Miller Hall The Mason School of Business The College of William and Mary Williamsburg, Virginia Phone: (757) Home Address: 3505 Mallard Cove Williamsburg, Virginia Cell: (757) TEACHING INTERESTS Marketing research, sustainability, new product design and development, customer insights RESEARCH INTERESTS Sustainability, ethical consumerism, product design, creativity and idea generation EDUCATION Ph.D., Marketing, McCombs School of Business, The University of Texas at Austin, May M.S., Marketing, McCombs School of Business, The University of Texas at Austin, May M.B.A., Darden Graduate School of Business Administration, The University of Virginia, Charlottesville, VA, May B.A., Psychology, cum laude, Tufts University, Medford, MA, May B.S.E., Mechanical Engineering, Tufts University, Medford, MA, May EMPLOYMENT HISTORY Academic Experience Assistant Professor of Marketing, Mason School of Business, The College of William and Mary, Williamsburg, Virginia, June 2008 Present. Marketing Research (undergraduate) Spring 2010 instructor rating: 4.6 /5.0, course rating: 4.3 /5.0 (averaged across two sections) Principles of Marketing (undergraduate) Fall 2010, instructor rating: 4.7 /5.0, course rating: 4.5 /5.0 (averaged across two sections) Fall 2009, instructor rating: 4.5 /5.0, course rating: 4.3 /5.0 (averaged across two sections) Spring 2009, instructor rating: 4.5 /5.0, course rating: 4.4 /5.0 (one section) Fall 2008, instructor rating: 4.4 /5.0, course rating: 4.1 /5.0 (averaged across two sections) Assistant Instructor, McCombs School of Business, The University of Texas at Austin, Austin, Texas, spring Principles of Marketing (undergraduate) Spring 2007, instructor rating: 4.8/5.0, course rating: 4.6/5.0 Received Fred Moore Assistant Instructor Award for Teaching Excellence

2 Industry Experience Pittiglio, Rabin, Todd and McGrath (PRTM), January 2000 June 2004, Washington, DC Principal: Management consultant to a wide range of product and marketing intensive industries Practice scope: Product & market research, strategy, planning & management, product development, and project/program management Industry scope: Broad range of industry experience - service and product based, consumer oriented and B-to-B high tech, small ($100M annual revenue) to large ($7B), brand leading and brand lagging. Industries served include consumer packaged goods, consumer durables, computing and telecommunications equipment, and telecommunications services. Engagement scope: Performance, organization, and capability assessment. Process design & implementation and reorganization. Labtec Inc. (currently the audio division of Logitech), May 1997 December 1999 Vancouver, WA Sr. Vice President, Product Management, May 1998 December 1999 Managed staff responsible for the development and execution of Product Development, Product Marketing and Marketing Communications strategies, as well as Customer Service, for 3 lines of business: personal computer audio speakers, microphones/headsets and headphones. Product Development/Marketing Manager - PC Audio Products, May May 1998 Overall product definition, development and marketing responsibility for product line. Grew market share from 40% to 65% of North American retail market, while increasing average selling price of the category. Black & Decker Corporation, July May 1997 Towson, MD Product Manager, Power Tools Division Managed product line of VersaPak Power Tools North American launch of 11 products achieved sales of 172% to goal sales exceeded $100 million. Responsibilities included consumer and product research, promotion and program management. Andersen Consulting, September July 1992 Boston, MA Staff Consultant AWARDS AND HONORS Research Awards Best Conference Paper award at the 2010 AMA Marketing & Public Policy Conference, May 20-22, Denver, Colorado. Best Paper award and travel scholarship for conference on Transformative Consumer Research, sponsored by the Tuck School at Dartmouth, MSI, and the Association for Consumer Research, nd Runner-up for Best Student Poster Award, Society for Judgment and Decision Making, Honors Dean s Fellowship, McCombs School of Business, The University of Texas at Austin, The University of Texas at Austin Tuition Fellowship, Office of Graduate Studies, University of Houston Doctoral Symposium Fellow, Houston, Texas, Cooper Fellowship, McCombs School of Business, The University of Texas at Austin Robert s Fellowship, McCombs School of Business, The University of Texas at Austin, The University of Texas at Austin Preemptive Fellowship, Office of Graduate Studies,

3 PUBLISHED RESEARCH Prothero, Andrea, Susan Dobscha, Jim Freund, William E. Kilbourne, Michael G. Luchs, Lucie Ozanne, and John Thøgersen, Sustainable Consumption: Opportunities for Consumer Research and Public Policy, forthcoming in the Journal of Public Policy and Marketing (scheduled to appear in spring 2011). Luchs, Michael G. and K. Scott Swan, The Emergence of Product Design as a Field of Marketing Inquiry, forthcoming in the Journal of Product Innovation Management (scheduled to appear in May, 2011). Swan, K. Scott and Michael G. Luchs, Product Design Research and Practice: Past, Present and Future, forthcoming in the Journal of Product Innovation Management (scheduled to appear in May, 2011). Luchs, Michael G., Rebecca Walker Naylor, Julie R. Irwin, and Rajagopal Raghunathan (2010), The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference, Journal of Marketing, 74(5): REFEREED CONFERENCE PROCEEDINGS Luchs, Michael G. and K. Scott Swan (2010), The Emergence of Product Design as a Field of Marketing Inquiry, in Proceedings of the 34 th Annual Global Conference on Product Innovation Management, Orlando, Florida. Luchs, Michael G., K. Scott Swan (2010), The Emergence of Product Design as a Field of Marketing Inquiry, in the 17 th International Product Development Management Conference Proceedings, European Institute for Advanced Studies in Management. Luchs, Michael G., Jacob Brower and Ravindra Chitturi (2010), Trading-Off Sustainability: Choice and Willingness-to-pay Given a Trade-off Between Sustainability and Functional Performance, in Marketing and Public Policy Conference Proceedings Volume 20, eds. Kenneth C. Manning, Kathleen J. Kelly and David E. Sprott, American Marketing Association, Luchs, Michael G., Rajagopal Raghunathan and Vijay Mahajan (2008), Driving Growth through Product Design: Understanding the Interactive Relationship between Product Form and Function, in Proceedings of the 32 nd Annual Global Conference on Product Innovation Management, Orlando, Florida. Luchs, Michael G., Rajagopal Raghunathan, Vijay Mahajan (2008), "The Effect of Form-Function Semantic Unity on Evaluations of Products and Brands, in Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN: Association for Consumer Research, Luchs, Michael G., Rebecca Naylor, Julie Irwin and Rajagopal Raghunathan (2008), Do Consumers Intuitively Believe that Ethically Superior Products are Functionally Inferior? Exposing an Underlying Cause of Inconsistencies between Ethical Values and Purchasing Behavior, in Proceedings of the 2008 Society for Consumer Psychology Winter Conference, Luchs, Michael G., Rebecca Walker Naylor, Julie R. Irwin, Rajagopal Raghunathan (2007), " Is There an Expected Trade-off Between a Product's Ethical Value and Its Effectiveness?: Exposing Latent Intuitions about Ethical Products, in Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN: Association for Consumer Research,

4 MANUSCRIPTS UNDER REVIEW Luchs, Michael G., Jacob Brower and Ravindra Chitturi, Trading-Off Sustainability: Choice and Willingness-to-pay Given a Trade-off between Sustainability and Functional Performance, under 1 st round review at the Journal of Marketing. Winner of the 2010 Marketing and Public Policy Conference Best Conference Paper award. Luchs, Michael G., Rajagopal Raghunathan, and Vijay Mahajan, Must Form follow Function?: The Influence of Form-Function Congruity and Incongruity on Product Evaluations, under 1 st round review at the Design Journal. Luchs, Michael G. and Todd Mooradian, Gender and Responsible Consumer Behavior: Why Sex Matters, under 1 st round review at the Journal of Consumer Psychology. NON-ACADEMIC PUBLICATIONS Luchs, Michael G. and Rebecca Walker Naylor (2010), Strategies for Marketing Product Sustainability, EHS Journal (Environmental, Health and Safety), October 5 th. CONFERENCE PRESENTATIONS (* denotes presenter) Luchs, Michael G.*, Jacob Brower and Ravindra Chitturi, Trading-Off Sustainability: Choice and Willingness-to-pay Given a Trade-off between Sustainability and Functional Performance, to be presented at the EIASM 18 th International Product Development Management Conference, June 5-7, 2011, Delft, Netherlands. Luchs, Michael G.*, Jacob Brower and Ravindra Chitturi, Sustainable Consumption: The Sustainability Liability and Trading-off Sustainability, presented at the Carlson Institute for Research in Marketing Sustainability Conference, October 20-22, 2010, Minneapolis, Minnesota. Luchs, Michael G.* and K. Scott Swan, The Emergence of Product Design as a Field of Marketing Inquiry, presented at the 34 th annual Product Development and Management Association Conference, October 16-17, 2010, Orlando, Florida. Luchs, Michael G.* and K. Scott Swan, The Emergence of Product Design as a Field of Marketing Inquiry, presented at the EIASM 17 th International Product Development Management Conference, June 13-15, 2010, Murcia, Spain. Luchs, Michael G.*, Jacob Brower and Ravindra Chitturi, Trading-Off Sustainability: Choice and Willingness-to-pay Given a Trade-off between Sustainability and Functional Performance, presented at the 2010 AMA Marketing & Public Policy Conference, May 20-22, Denver, Colorado. Winner of the Best Conference Paper award. Luchs, Michael G.* and K. Scott Swan, Product Design Review, : Research Findings and Opportunities, presented at the 2009 Mason School of Business Young Scholars Conference, July 10-11, Williamsburg, Virginia. Luchs, Michael G.*, Rebecca Naylor, Julie Irwin and Rajagopal Raghunathan, Consumer Responses to Ethical Products: Is Product Ethicality an Asset or a Liability?, presented at the 2008 International Conference on Business and Sustainability: Designing Sustainability, October 15-17, Portland, Oregon.

5 Luchs, Michael G.*, Rajagopal Raghunathan and Vijay Mahajan, Driving Growth through Product Design: Understanding the Interactive Relationship between Product Form and Function, presented at the 2008 Product Development and Management Association Conference, September 12-14, Orlando, Florida (dissertation competition finalist). Luchs, Michael G.*, Rajagopal Raghunathan and Vijay Mahajan, Liking Lies in the Eyes of the Senseholder: Form-function Unity, Disunity and Product Liking, presented at the 2008 Society for Consumer Psychology Conference, February 21-23, New Orleans, Louisiana. Luchs, Michael G., Rebecca Naylor*, Julie Irwin and Rajagopal Raghunathan, Do Consumers Intuitively Believe that Ethically Superior Products are Functionally Inferior? Exposing an Underlying Cause of Inconsistencies between Ethical Values and Purchasing Behavior, presented (in special session) at the 2008 Society for Consumer Psychology Conference, February 21-23, New Orleans, Louisiana. Luchs, Michael G.*, Rajagopal Raghunathan and Vijay Mahajan, Driving Growth through Product Design: Understanding the Interactive Relationship between Product Form and Function, presented at the 2007 Association for Consumer Research Conference, October 25-27, Memphis, Tennessee. Luchs, Michael G.*, Rajagopal Raghunathan and Vijay Mahajan, Driving Growth through Product Design: Understanding the Interactive Relationship between Product Form and Function presented at the 2007 Center for Customer Insight and Marketing Solutions Conference on Consumer-Oriented Product Design, October 12-13, Austin, Texas. Luchs, Michael G.*, Rebecca Naylor, Julie Irwin and Rajagopal Raghunathan, Do Consumers Intuitively Believe that Ethically Superior Products are Functionally Inferior? Exposing an Underlying Cause of Inconsistencies between Ethical Values and Purchasing Behavior, presented at the 2007 Center for Customer Insight and Marketing Solutions symposium on Sustainability and Corporate Social Responsibility, September 27-29, Austin, Texas. Luchs, Michael G.*, Rebecca Naylor, Julie Irwin and Rajagopal Raghunathan, Do Consumers Intuitively Believe that Ethically Superior Products are Functionally Inferior? Exposing an Underlying Cause of Inconsistencies between Ethical Values and Purchasing Behavior, presented at the 2007 Conference on Transformative Consumer Research, sponsored by the Tuck School, MSI, and the Association for Consumer Research, July 6-8, Hanover, New Hampshire. Winner of Best Paper award. Luchs, Michael G., Rebecca Walker Naylor, Julie R. Irwin, and Rajagopal Raghunathan*, Consumer Hypocrisy in Ethical Decision Contexts: Exposing the Discrepancy Between Explicitly Stated and Privately-Held Beliefs About the Ethicality-Functionality Relationship, presented at the 2007 INFORMS Marketing Science Conference, June 28-30, Singapore. Luchs, Michael G.*, Rebecca Naylor, Julie Irwin and Rajagopal Raghunathan, Is There an Expected Tradeoff Between a Product s Ethical Value and Its Effectiveness?, poster presented at the 2006 Society for Judgment and Decision Making Conference, November 18-20, Houston, Texas. 2nd Runner-up for Best Student Poster Award. Luchs, Michael G.*, Rebecca Naylor, Julie Irwin and Rajagopal Raghunathan, Is There an Expected Tradeoff Between a Product s Ethical Value and Its Effectiveness?, poster presented at the 2006 Association for Consumer Research Conference, September 29-30, Orlando, Florida.

6 WORKING PAPERS/OTHER RESEARCH IN PROGRESS Luchs, Michael G. and Rebecca Miller, Inter-generational Differences in Beliefs and Attitudes towards Sustainability Luchs, Michael G. and Minu Kumar, Sustainable Design: Aesthetic Cues of Sustainable Product Attributes Luchs, Michael G., Trading-off Sustainability and Aesthetics Luchs, Michael G. and Leonardo Nicolao, Mood Effects on the Generation and Evaluation of New Ideas Luchs, Michael G., The Effect of Lateral vs. Vertical Ideation Techniques on the Novelty and Usefulness of New Product Ideas EDITORSHIPS AND JOURNAL REVIEW ACTIVITIES Co-guest editor (with K. Scott Swan) of Journal of Product Innovation Management, Special Issue on Product Design, forthcoming (scheduled to appear in May, 2011). Review Activities Ad-hoc reviewer: Journal of Marketing, Journal of Product Innovation Management, Journal of Consumer Affairs, Journal of Macromarketing. Reviewer for Product Development and Management Association (PDMA) research forum: Reviewer for Association of Consumer Research North American Conference: 2008, Reviewer for Product Development and Management Association (PDMA) dissertation competition: Student Reviewer, Journal of Consumer Research, UNIVERSITY SERVICE Committees o Mason School of Business Research Committee, spring 2010 Advising o Freshman advisor, fall 2010, spring 2011 o Independent study reader, spring 2009, fall 2009, spring 2010, fall 2010, spring 2011 o Independent study advisor, spring 2011 o Academic advisor to Kappa Delta Rho fraternity, fall 2010, spring 2011 o Faculty advisor for William and Mary Monroe Scholars, summers of 2009, 2010 Invited presentations o Presenter, Corporate and College Collaborative for Sustainability, October 2010 o Presenter, Sustainable Consumption, Kappa Delta Rho fraternity and Kappa Alpha Theta lecture series, fall 2010

7 PROFESSIONAL SOCIETIES AND SERVICE ACTIVITIES Invited member of the Association for Consumer Research (ACR) Advisory Committee on Transformative Consumer Research (4 year term, beginning in spring 2011). Conference leadership o Sustainability Track co-chair for the 3 rd Transformative Consumer Research conference, to be held at Baylor University, June 24-26, o Special Session co-chair, JPIM Forthcoming Issue on Product Design, Product Development and Management Association Conference, October 16-17, 2010, Orlando, Florida. o Co-chaired (with K. Scott Swan) the 2009 Mason School of Business Young Scholars Conference on Product Design, July 10-11, Williamsburg, Virginia. o Co-chaired (with Rajagopal Raghunathan) the 2007 Center for Customer Insight and Marketing Solutions Conference on Consumer-Oriented Product Design, October 12-13, Austin, Texas. Invited conference participation o Invited participant, Carlson Institute for Research in Marketing Sustainability Conference, October 20-22, 2010, Minneapolis, Minnesota. o Invited participant, 2010 AMA Marketing & Public Policy Pre-Conference Workshop, May 16-20, Fort Collins, Colorado. o Invited participant, Sustainable Consumption track of the 2 nd Transformative Consumer Research conference, held at Villanova University, June 26-28, o Invited participant, roundtable discussion: Aesthetics and Consumption, 2008 Association for Consumer Research Conference, October 23-26, San Francisco, California. Memberships o American Marketing Association o Association for Consumer Research o Product Development and Management Association GRANTS Reves International Center Grant (2010: $500; 2011: $500) Mason School Geary Fellowship (2010: $1,600). McCombs Center for Customer Insight & Marketing Solutions (CCIMS) Grant, Consumer Evaluations of Products with Ethical Attributes. (2008: $5,000). Association for Consumer Research (ACR) Transformative Research Grant, Do Consumers Intuitively believe that Ethically Superior Products are Functionally Inferior? Exposing an Underlying Cause of Inconsistencies between Ethical Values and Purchasing Behavior. (2006: $4,000). McCombs Research Excellence Grant, Do Consumers Intuitively believe that Ethically Superior Products are Functionally Inferior? Exposing an Underlying Cause of Inconsistencies between Ethical Values and Purchasing Behavior. (2006-7: $9,000). Bonham Research Fund, The University of Texas at Austin, (2006-7: $1,000).