Dr Dominique Lauga
Diplôme d’Ingénieur (Ecole Polytechnique), Corps des Ponts et Chaussées (Ecole Nationale des Ponts et Chaussées), MA (Université Paris 1), PhD (MIT)
Official Fellow; Tutor; Director of Studies in Economics
University Senior Lecturer in Marketing at Cambridge Judge Business School
I am a University Senior Lecturer in Marketing at Cambridge Judge Business School. Previously, I was an Assistant Professor of Management and Strategy at the University of California San Diego. I received a Diplôme d’Ingénieur from Ecole Polytechnique, majoring in Applied Mathematics and Economics. After joining le Corps des Ponts et Chaussées, I completed a MA in Economics at Université Paris 1 Panthéon-Sorbonne. I then went to the Massachusetts Institute of Technology to complete a PhD in Economics.
My main extra-academic interests include travelling, watching movies, skiing, and spending time with my family.
My research is centred around understanding the strategic interactions between firms and consumers. For example, in the case of consumer uncertainty about product quality, the advertising choices of firms may impact what consumers think about that unknown quality. Refraining from advertising coupled with selecting a high price might signal top quality products. Another area of my research deals with product positioning, more specifically investigating how much firms want to differentiate their products by selecting different quality levels. Product positioning is perhaps one of the most important decisions that marketing managers need to make since positioning affects the selection of key marketing mix variables, such as advertising and price, that have considerable implications for a firm’s demand. In addition to game theoretic models, I am also interested in conducting laboratory and field experiments to test economic theories and investigate decision making in general. Specifically, one of my experiments studies the role of pricing in a winery in the context of reference-dependent preferences while an ongoing experiment is centred around incentives. Overall my research interests include marketing strategy, innovation and product development, advertising, behavioural industrial organisation, and experimental economics.