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Michael Luchs

Assistant Professor

Area: Marketing
Phone: (757) 221-2906
Email: [[Michael.Luchs]]
Office: Miller Hall 3050
CV: {{http://newbusiness.wm.edu/documents/faculty/luchs_m_cv.pdf, PDF}}

Biography

Dr. Michael Luchs is an Assistant Professor of Marketing. 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.

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 of the consulting firm Pittiglio, Rabin, Todd & McGrath, Dr. Luchs worked with a broad client base to improve their product management 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. (currently a division of Logitech), and as a Product Manager for Black & Decker.

Dr. Luchs' work experience has both motivated and informed his research interests, which include product design, creativity and "ethical consumerism." Dr. Luchs was invited by the Product Management and Development Association to share his research on product design, in which he investigates consumers' evaluations of products based on the interactive properties of product "form" and "function." His work on the "ethical penalty" that companies face in promoting ethical/sustainable products - and how they can overcome it - has won awards from both the Society of Judgment and Decision Making as well as the Association for Consumer Research's conference on Transformative Consumer Research.

While at the University of Texas at Austin, Dr. Luchs won the Fred Moore Assistant Instructor Award for Teaching Excellence. He currently teaches the undergraduate course "Principles of Marketing."