Business School

DCU Business School - Laurent Muzellec

DCU Business School

Laurent Muzellec

Laurent MuzellecName: Dr Laurent Muzellec
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Academic and Professional Qualifications: B.A. Political Sciences, Institut d’Etudes Politiques Bordeaux (France)
B.A. Business Information and Management, Napier University (UK)
MBA, Texas A&M International University (USA)
Ph.D., UCD Michael Smurfit Graduate Business School (Irl)
Biography: Laurent Muzellec is a lecturer in Marketing at DCUBS and is the chairperson for the International Business and Languages program He has previously lectured at the Quinn School of Business, University College Dublin and at the Asia Pacific Management Institute, Hong Kong and Singapore. Prior to his academic career, he worked as a product manager for a hi-tech company in Paris and as a trade representative at the French Embassy Trade Office in New York. He also worked as an internet consultant for Volkswagen A.G. in Germany. His qualifications include a B.A. from Sciences-Po Bordeaux, an MBA from Texas A&M International University and a Ph.D. from UCD Michael Smurfit Graduate Business School.
Teaching Areas: Brand Management
Marketing of High-Tech Products and Innovations
B2B Marketing
Marketing of Services
Research Interests: Main research interests pertain to the field of strategic brand management. They include corporate brand management, corporate rebranding and reputation, brand architecture strategies, brand portfolio management in the context of mergers and acquisitions and futuristic brand management models. A secondary research interest is in the area of marketing and interactive media.

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Selected Publications: Muzellec L. and M.C. Lambkin. 2009. Corporate Branding and Brand Architecture: A Conceptual Framework. Marketing Theory, 9, 1 9 (forthcoming)

Lambkin, M.C and L. Muzellec. 2008. Rebranding in the Banking Industry following Mergers and Acquisitions. International Journal Of Bank Marketing, 26, 5, pp328-352.

Muzellec L. and M.C. Lambkin. 2008. Corporate rebranding: Implications for Brand Architecture Management. Journal Of Strategic Marketing, 16, 4, pp283-299.

Muzellec, L. 2006. What is in a name change? Re-Joycing corporate names to create corporate brands. Corporate Reputation Review, 8, 4, pp305-321.

Muzellec, L. and Lambkin, M. C. 2006. Corporate Rebranding: the art of destroying, transferring and recreating brand equity? European Journal Of Marketing, 40, 7/8, pp803-824.