Laurent Muzellec

Professor Laurent Muzellec is a Professor in Marketing and currently serves as the Dean of Trinity Business School at Trinity College Dublin. He leads a team of over 100 staff, driving strategic initiatives aligned with the school's mission of 'Transforming Business for Good,' emphasizing sustainability and innovation in areas like AI and Business Analytics. Previously, he directed the Trinity Centre for Digital Business and Analytics (CDBA) from 2019 to 2023, fostering research in digital technologies and data analytics. His academic journey includes roles at UCD Smurfit, ESSCA School of Management, and DCU Business School.

Education:

• BA from Sciences-Po Bordeaux (France)
• BA in Information and Management from Napier University (UK)
• MBA from Texas A&M International University
• PhD from University College Dublin (UCD)

Research Interests: Professor Muzellec specializes in digital business models, corporate rebranding, fictional brands, and two-sided platforms. His seminal work on corporate rebranding and reverse product placement has been widely cited. Current research focuses on advancing digital business strategies and value creation in dynamic markets.

Awards & Recognition:

• Trinity Business School Teaching Excellence Award (2021, 2018)
• Trinity MSc in Digital Marketing Strategy ranked #1 globally (Eduniversal 2018)

Grants & Initiatives: As Trinity PI for the EU-funded LeADS project, he explores advanced digital skills in education. He spearheaded the MSc in Digital Marketing Strategy and established the CDBA, driving cross-disciplinary projects like ADAPT 2.

Labs & Collaborations: His leadership nurtures collaborative research environments, including the CDBA, which publishes open-access works like Digital Business Models: The New Value Creation and Capture Mechanisms of the 21st Century.