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Michael Luchs

Assistant Professor

  • Area: Marketing
  • Phone: (757) 221-2906
  • Email: [[Michael.Luchs]]
  • Office: Miller Hall 3012
  • CV: {{, PDF}}

Dr. Michael G. Luchs is an Assistant Professor at the College of William & Mary's Mason School of Business. He earned his Ph.D. from the University of Texas at Austin in 2008. Dr. Luchs also earned an M.S. in Marketing from the University of Texas at Austin, an M.B.A. from the University of Virginia's Darden Graduate School of Business, as well as a B.S.E. in Mechanical Engineering and a B.A. in Psychology from Tufts University.

His research interests include sustainable consumption and product design.  He has won "best paper" awards from the Journal of Product Innovation Management (2011), the American Marketing Association's 2010 Marketing & Public Policy Conference and the Association for Consumer Research's 2007 conference on Transformative Consumer Research. Dr. Luchs' research has been published in the Journal of Marketing, Journal of Product Innovation Management, Journal of Public Policy & Marketing, Journal of Consumer Policy, Journal of Research for Consumers and the Journal of Business Research.

Dr. Luchs has won multiple teaching awards including the 2012 Page Prize for Sustainability Issues in Business Curricula and the student-nominated Faculty Excellence Award at the College of William & Mary. He currently teaches the undergraduate courses “Sustainability Inspired Design” and "Marketing Research."

Prior to earning his Ph.D., Dr. Luchs worked for over a decade as a consultant and as a manager in industry. As a Principal with the consulting firm Pittiglio, Rabin, Todd & McGrath (now PwC), Dr. Luchs worked with a broad client base to improve their product development and marketing practices and performance. Clients included Fortune 500 companies as well as SMBs in the consumer packaged goods, consumer durables, computing and telecommunications equipment, and telecommunications services industries. In addition to his consulting experience, Dr. Luchs worked in industry as the Sr. VP of Marketing for Labtec Inc. (now Logitech), and as a Product Manager for Black & Decker.


Areas of Interest/Expertise
  • Sustainability & Sustainable Consumption
  • ‘Design Thinking’ & New Product Design
  • Marketing Research & Customer Insights


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Product Design

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Revolutionary Thinkers

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