Dr. Klaus Heine



  • Klaus Heine works as luxury marketing professor at EMLYON Business School in Lyon and Shanghai, and as consultant specializing in high-end brand-building.

  • Education: He studied business with a focus on marketing and human resources at the Technical University of Berlin (TUB) and Macquarie University in Sydney, which he completed with a Master's (Diploma) thesis at ThyssenKrupp Asia/Pacific in Shanghai about the marketing of European product innovations in China. During his time as a research associate at the Marketing Department at TUB, he completed his doctoral dissertation about "The Identity of Luxury Brands".

  • Expertise: Since then he specialized further in brand-building and digital brand communications for the luxury / high-end cultural & creative industries. Based on various qualitative and quantitative luxury consumer surveys in Europe and Asia, he develops practical tools and concepts  for brand-building and publishes his work at scientific and business conferences and in international journals (see here).

  • In the press: This led to a broad press coverage especially in Germany with articles in, for instance, Die Zeit, Handelsblatt, Focus, Manager Magazin, and Süddeutsche Zeitung (see here).

  • Training & Workshops: He developed and instructed the first luxury marketing course at a German university (at TUB) and has lectured about luxury brand management at universities worldwide including, among others: ESSEC Business School in Paris, International University of Monaco, University of Cape Town, University of Stellenbosch, and Tongji University Shanghai (see here). He was the marketing lecturer at Berlin Advanced Technical College of Arts (BTK) for three years and a lecturer for entrepreneurship at the Berlin School of Economics and Law (HWR). In addition, he is a visiting professor at Sogang Business School in Seoul and delivers management training at Deutsches Verpackungs-Institut (German Packaging Institute) and at EMLYON Business School, Shanghai. He was invited as keynote speaker to various conferences, led conference track chairs and co-organized a luxury conference in Shanghai (see here).

  • Consulting & industry projects: He has worked for the consulting company trommsdorff + drüner and also completed various independent consulting projects, among others, for the Luxury Institute New York, Mont Charles de Monaco and KPM Berlin. He gained international marketing experience at global companies and has led cooperation projects with leading high-end & luxury brands from Germany, France and China. These include brands from major groups such as Kering, LVMH, Richemont and Daimler, medium-sized companies such as Gaggenau, Glashütte Original, Meissen, Longio, Poggenpohl and Vass as well as a variety of high-end start-ups.