Michael Luchs

Michael Luchs, Ph.D.

Shook Term Distinguished Professor, Marketing

Email: michael.luchs@mason.wm.edu

Program: Online MSM

Ph.D., University of Texas at Austin
M.S., University of Texas at Austin
MBA, Darden Graduate School of Business, University of Virginia
B.S. in Engineering and a B.A. in Psychology, Tufts University

Michael Luchs is the Henry and Phyllis Shook Term Professor of Business at William & Mary's Raymond A. Mason School of Business, and Founding Director of the Jim and Bobbie Ukrop Innovation & Design Studio. Prior to earning his Ph.D., Michael 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), Michael 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.

Michael has won multiple teaching awards including the 2012 Page Prize for Sustainability Issues in Business Curricula and the student-nominated Faculty Excellence Award. He currently teaches both undergraduate and graduate courses including “Customer Insights for Innovation,” “Sustainability Inspired Innovation & Design” and New Product Development."

His research interests include consumer wisdom, sustainable consumption, and product design. Michael's research has been published in the Journal of Marketing, Journal of Consumer Psychology, Journal of Product Innovation Management, Journal of Public Policy & Marketing, Journal of Business Ethics, Journal of Consumer Policy, Journal of Marketing Management, Journal of Research for Consumers, and the Journal of Business Research.