Dr. Klaus Heine



Klaus Heine works as luxury marketing professor at Emlyon Business School in Shanghai and Lyon and as consultant for brand-building in the luxury / high-end cultural & creative industries.

  • Expertise: After studying  business at Technical University of Berlin (TUB) and Macquarie University in Sydney, he worked as research associate at the Marketing Department at TUB and earned his doctorate with a dissertation about "The Identity of Luxury Brands". Based on qualitative and quantitative luxury consumer surveys in Europe and Asia, he develops practical tools for brand-building and publishes his work in scientific and industry journals (see here) and in the press, 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 gained consulting experience at trommsdorff + drüner (Berlin) and runs independent consulting projects as well cooperation projects between university and industry. He has worked with international luxury brands such Breguet, Dior, Gaggenau, Glashütte Original, Jaeger-LeCoultre, Kering group, KPM Berlin, Hermès, Loewe, the Luxury Institute New York, LVMH group, Meisterkreis, Meissen, Mercedes-Benz/Daimler, Montblanc, Ralph Lauren, and Richemont group. In addition, he worked with a variety of SME's and start-ups including Longio (one of the best Chinese watchmakers), MPH (a Shanghainese cashmere start-up), Vass (some of the best shoes from Budapest), and Welter (one of the world's best wallpaper manufacturers).