Associate Professor of Luxury Marketing

Dr. Heine is currently Associate Professor of Luxury Marketing at emlyon business school. He is the Director of High End Brand Management program at Asia Europe Business School, an institute jointly established by emlyon and East China Normal University (ECNU). Before joining emlyon business school, he worked as a researcher at TU Berlin, where he introduced the first luxury marketing course offered at a German university and conducted the first millionaire survey in Germany.

Dr. Heine’s primary research interest focuses on luxury brand management, especially luxury brand identity, and luxury consumer behavior. His work has been published in many academic journals such as Journal of Brand Management, Luxury Research Journal, Journal of Global Fashion Marketing, Journal of Research and Management, Australasian Marketing Journal, Asia Marketing Journal, etc. His research led also to broad press coverage in, for instance, Die Zeit, Handelsblatt, Focus, Manager Magazin, and Süddeutsche Zeitung. He combines applied-oriented research with lecturing about luxury brand-building and practical projects with various brands from high-end start-ups to the leading luxury houses. He cooperated, among others, with the Luxury Institute New York, the Meisterkreis and a wide range of luxury brands including Chaumet, Dior, Gaggenau, Jaeger-LeCoultre, Loewe, LVMH, Kering, Mercedes-Benz/Daimler, Montblanc, Panerai, and Richemont.

  • 2012 : Ph.D. – TU Berlin
  • 2005 : Master in Business Administration – TU Berlin
Luxury brand management, especially luxury brand identity, and luxury consumer behavior
  • Managing Luxury Business in China,
  • Luxury Brand and Product Management
  • Institutional and Cultural Environment of Business