Dr. Klaus Heine

Profile Klaus Heine

Klaus Heine studied Business Administration with a focus on marketing and human resources at Technical University of Berlin (TUB) and Macquarie University in Sydney. He wrote his Master (diploma) thesis at ThyssenKrupp Asia/Pacific in Shanghai about the marketing of European product innovations in China and his doctoral dissertation at TUB about the identity of luxury brands. He is currently working as a researcher and lecturer at the chair of marketing at TUB and as an independent consultant specializing in luxury brand management. He conducted qualitative and quantitative luxury consumer surveys in Europe and on-site in China and published his research results in scientific and business conferences and international journals. His research initiated a broad press coverage in Germany with articles for instance in Die Zeit, Handelsblatt, Focus, Manager Magazin, and Süddeutsche Zeitung. Dr. Heine worked for the consulting company trommsdorff + drüner, which is affiliated with the marketing chair, and also on various independent consulting projects, which includes, amongst others, the Luxury Institute New York and Mont Charles de Monaco. He gained international marketing experience at global companies in Europe and Asia and cooperated with leading German luxury brands such as Glashütte Original, Meissen, Mercedes Benz/Daimler, Poggenpohl and Robbe & Berking. Moreover, he was the marketing lecturer at Berlin Advanced Technical College of arts (BTK) and lecturer at the Berlin School of Economics and Law (HWR). In addition, he delivers management training at the Deutsche Verpackungsinstitut (German Packaging Institute). He developed and instructed the first luxury marketing course at a German university at TUB and has lectured about luxury brand management at leading universities worldwide including: ESSEC Business School in Paris, International University of Monaco, University of Cape Town, University of Stellenbosch and Tongji University Shanghai.

Luxury Publications

Scientific Publications

• Heine, K. (2012) The Identity of Luxury Brands. Presented at the IBA International Conference on Marketing, Karachi, Pakistan, 6 May.
• Heine, K. (2012) The Identity of Luxury Brands, doctoral dissertation, Technische Universität Berlin, http://nbn-resolving.de/urn:nbn:de:kobv:83-opus-34257.
• Heine, K. (2011) Is Science Luxury Marketing?: Lessons Learned from Marketing the “The Concept of Luxury Brands”. Presented at the ITÜ-TUB Joint Conference, Berlin, 12 January.
• Phan, M., Thomas, R., Heine, K. (2011) Luxury Brand Revitalization through Social Media, Presented at the KAMS Fall Conference, Seoul, 19 November.
• Phan, M., Thomas, R., Heine, K. (2011) Social Media and Luxury Brand Management: The Case of Burberry. In: Journal of Global Fashion Marketing, Vol. 2, Issue 4, pp. 213-222.
• Heine, K. (2011) The Concept of Luxury Brands. In: Luxury Brand Management, No. 1, ISSN: 2193-1208, Technische Universität Berlin, www.conceptofluxurybrands.com.
• Heine, K., Phan, M. (2011) Trading-Up Mass-Market Goods to Luxury Products. In: Australasian Marketing Journal, Vol. 19, Issue 2, pp. 108-114.
• Heine, K., Kübrich, K., Phan, M. (2010) The Definition of Luxury Products by their Constitutive Characteristics. Presented at the KAMS Fall Conference, Seoul, 27 November.
• Heine, K. (2010) Identification and Motivation of Participants for Luxury Consumer Surveys by Viral Participant Acquisition. In: The Electronic Journal of Business Research Methods, Vol. 8, Issue 2, pp. 132-145, http://www.ejbrm.com/volume8/issue2/p132.
• Heine, K. (2010) Luxury & Sustainability: Implications of a Consumer-oriented Concept of Luxury Brands. Presented at the ITU-TUB Joint Conference, Istanbul, 10-12 November.
• Heine, K. (2010) The Personality of Luxury Fashion Brands. In: Journal of Global Fashion Marketing, Vol. 1, Issue 3, pp. 154-163.
• Heine, K., Trommsdorff, V. (2010) Dimensions of the Luxury Brand Personality. Proceedings of the Global Marketing Conference, Tokyo, 9-12 September, pp. 453-465.
• Heine, K., Trommsdorff, V. (2010) The Universe of Luxury Brand Personality Traits. Presented at the Global Marketing Conference, Tokyo, 9-12 September, p. 439.
• Heine, K. (2010) A Theory-based and Consumer-oriented Concept of Luxury Brands. Presented at the In Pursuit of Luxury Conference, London, 18 June.
• Heine, K. (2010) Identification and Motivation of Participants for Luxury Consumer Surveys. Proceedings of the 9th European Conference on Research Methodology for Business and Management Studies, Madrid, 24-25 June, pp. 183-193.
• Heine, K. (2010) The Luxury Brand Personality Traits. Proceedings of the 6th Thought Leaders International Conference in Brand Management, Lugano, 18-20 April.
• Heine, K., Trommsdorff, V. (2010) Practicable Value-Cascade Positioning of Luxury Fashion Brands. Proceedings of the 9th International Marketing Trends Conference, Venice, 21-23 January, http://www.marketing-trends-congress.com/2010_cp/Materiali/Paper/Fr/Trommsdorff_Heine.pdf.
• Heine, K. (2009) Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality. In: The Electronic Journal of Business Research Methods, Vol. 7, Issue 1, pp. 25-38, http://www.ejbrm.com/volume7/issue1/p25.
• Heine, K., Repschläger, J. (2009) Neue Möglichkeiten für altbewährte Methoden im Web X.0: Entwicklung eines Collaborative Repertory Grid-Tools zur Analyse der Luxusmarkenpersönlichkeit. Presented at the Forschungstagung Marketing, ESCP Europe Campus Berlin, 12 September.
• Heine, K. (2009) Using Personal and Online Repertory Grid Methods for the Development of a Luxury Brand Personality. Proceedings of the 8th European Conference on Research Methodology for Business and Management Studies, Valetta, Malta, 22-23 June, pp. 160-170.
• Heine, K., Waldschmidt, V. (2009) Onlinebasierte Anwendung der Repertory Grid-Methode am Beispiel der Luxusproduktbranche. Presented at the symposium Den ‚homo digitalis‘ verstehen – Qualitative Forschung im Internet, organised by the Berufsverband Deutscher Markt- und Sozialforscher e.V., Frankfurt a.M., 21 April.

Business Publications

• Heine, K. (2012), Die Identität von Luxusmarken, In: The Luxury Business Report, 30 March 2012. Read...
• Heine, K. (2012), Chancen der Luxusstrategie auch für Premiumanbieter. In: »pay» Magazin, 1/2012, pp.14-15.
• Heine, K. (2011) The World Luxury Brand Directory, ISSN: 2193-5440, Technische Universität Berlin, www.worldluxurybranddirectory.com.
• Heine, K. (2011) Das deutsche Luxus-Wunder, Presented at the Luxury Business Day, Munich, 15 April.
• Heine, K. (2009) Is Berlin Luxury the Future Luxury? Presented at the International Herald Tribune Techno Luxury Conference, Berlin, 16-18 November.
• Heine, K. (2009) The Impact of the Luxury Brand Identity on Packaging Design. Presented at the LuxePack Conference, Monaco, 20-22 October.
• Heine, K., Kemnitz, P. (2009) Luxus-Shopper verstehen – Marktforschung anpassen. In: China Contact, Issue 7, pp. 13-15.
• Trommsdorff, V., Heine, K. (2008) Das Marketing von Luxusprodukten. In: WISU – Das Wirtschaftsstudium, Vol. 37, Issue 12, pp. 1669-1674.
• Trommsdorff, V., Heine, K. (2008) Beliebt ist, was beliebt ist. In: China Contact, Issue 11, pp. 40-41.

Lecturing in Luxury Brand Management

• Technische Universität Berlin (TUB), Germany, nine semesters from October 2006 until now; in 2006 the first course about luxury marketing at a German university; from then on regular courses about luxury brand management; other courses include "Luxury Consumer Behaviour: The Millionaire Survey", "Luxury Consumer Behaviour in China", "The Personality of Luxury Brands", "Social Media and Luxury" and "The World Luxury Brand Analysis", courses of 3 ECTS.
• bbw Hochscule / bbw University of Applied Science, Berlin, Germany, 14 December 2011, "The Brand Personality of Chanel & bbw: Lessons Learned from Luxury Brands", one-day management training seminar.
• Szkoła Główna Handlowa w Warszawie / Warsaw School of Economics, Poland, 30 November 2011, "The Identity of Luxury Brands", guest lecture.
• TUB Summer School in cooperation with the Tecnológico de Monterrey, Mexico, August 2010 & 2011, "International Marketing Strategies: The Case of Luxury Brands", lectures in Athens, Berlin, London, and Paris, two-week courses of 3 ECTS.
• ESSEC Business School, Paris, France, 22 April 2011, "The German Luxury Industry" & "Luxury Market Research", guest lectures.
• Berliner Technische Kunsthochschule / Berlin Technical Art College (BTK), Germany, the marketing lecturer of BTK for six semesters from October 2007 to August 2010, for the courses "Entrepreneurial Marketing" & "Strategic Marketing" including many case studies of luxury brands, courses of 3 ECTS.
• Deutsches Verpackungsinstitut / German Packaging Institute, Berlin, Germany, November 2008 & 2009, "Packaging as a Strategic Marketing Tool", case studies of luxury brands, two-day management trainging seminars.
• Hochschule für Wirtschaft und Recht / Berlin School of Economics and Law (HWR), Germany, one semester from October 2009 to February 2010, lecturer of "Entrepreneurial Marketing", including case studies of luxury brands, course of 3 ECTS.
• University of Stellenbosch, Cape Town, South Africa, 5 October 2009, "The Personality of Luxury Brands", guest lecture.
• University of Namibia, Windhoek, 28 September 2009, "The Luxury Brand Identity: The Case of Mont Charles de Monaco", guest lecture.
• University of Malta, 24 February 2009, "Building a Luxury Brand Identity: The Case of Chanel", guest lecture.
• Verwaltungs- und Wirtschafts-Akademie / Academy of Business Administration and Public Management (VWA), Berlin, Germany, May 2007 to January 2009, lecturing occasionally about consumer behaviour, market research, strategic marketing including case studies of luxury brand management.
• International University of Monaco, 21 April 2008, "Building a Luxury Brand Personality based on Constructs of the Consumer Behaviour: The Case of Mont Charles de Monaco", guest lecture.
• École Supérieure de Commerce de Toulouse (ESCT), France, May 2007 & March 2008, "International Luxury Goods Marketing" as part of the „International Management Option“ MBA program, one-week courses of 3 ECTS.
• Tongji University / Chinese German College for Postgraduate Studies (CDHK), Shanghai, China, October 2007, "Strategic Marketing and Luxury Brand Management", course of 1.5 ECTS.
• University of Cape Town, South Africa, 30 March 2007, "International Luxury Brand Management: The Positioning of Luxury Brands", guest lecture.

In the Press with Luxury

• Business Recorder, Pakistan, "Pakistan has a Potential for International Luxury Brands", 11 May 2012, Interviewer: Ali Khizar Aslam & Mobin Nasir, interview about the identity o luxury brands and luxury marketing in Pakistan.
• DAWN Newspaper, Pakistan, "International Conference on Marketing", 4 May 2012, p. 1 & 2 of supplement; presentation of speakers.
• Zeit Online, "Geiz ist nicht mehr geil", 30 April 2012, by Anne-Sophie Lang, citations about luxury trends and luxury consumer behaviour.
• The GENTEEL, "Glamour is served", 19 April 2012, by Silvia Brambilla, citations about luxury brand extensions, luxury trends and luxury brand management.
• Media Spectrum, "Symbolik von Produkten immer kaufentscheidender: Interview mit Klaus Heine, der am Marketinglehrstuhl der Technischen Universität Berlin, Professor Volker Trommsdorff, über die Aura von Luxusmarken, Markenpersönlichkeiten und deren Käufer forscht.", no. 1-2/2012, p. 7, interviewer: Dr. Hergen Riedel, interview about luxury consumer behaviour and luxury marketing-mix.
• Manager Magazin, "Luxus 2012 - Wahre Waren", 11/2012, p. 169, by Dr. Michael Kroeher, citations about trends in luxury consumption.
• Focus, "Mein Luxus heißt Ikigai", 7 November 2011, no. 45, p. 142, also in Focus online, interviewer: Sabrina Hoffmann, interview about trends in the luxury industry and characteristics of German luxury.
• Horizont, "Report Premium-Zielgruppen: Ausgesprochen Exklusiv", no. 41/2011, p. 40, by Frank Behrens, citations about the differences between premium and luxury and the specialty of German luxury.
• VR Future, magazine of the Volks- und Raiffeisenbanken, "Von der Lust auf Luxus: Klaus Heine, Marketingforscher der TU Berlin, hat mit einem Forscherteam das Konsumentenverhalten der Luxus-Shopper im Kontext ihrer Persönlichkeitsmerkmale analysiert", July-September 2011, No. 3, p. 48, by Stefan Kesselhut, interview about luxury definitions and luxury consumer behaviour.
• Pure, Zeitschrift für Nachhaltigkeit, "Luxus ist Respekt", July 2011, p. 79-80, by Petra-Anna Herhoffer, citations about the German luxury industry.
• Die Sonntaz & taz.de, "Internationaler Luxusmarkt: Glamour ist Handwerk", in print on 1 May 2011 and online on 29 April 2011, by Brigitte Werneburg, www.taz.de/!69893/, citations about the German luxury industry.
• Bayerischer Rundfunk (radio), "Kulturwelt", 15 April 2011, moderator: Knut Cordsen, interview about the definition of luxury and the Luxury Business Day 2011.
• Munich Business School & Inlux, press release, "Raus aus der Luxusfalle! / Luxury Business Day am 15. April in München", 30 March 2011, by Petra-Anna Herhoffer and Martin Fiedler, www.presseanzeiger.de/meldungen/handel-wirtschaft/462110.php, citations about the German luxury industry.
• Brigitte Woman, "Luxus... Der Wirtschaftswissenschaftler", December 2010, p. 40, by Sonja Niemann, article about my research in luxury brand management.
• SWR 4 (radio), "Luxus heute", 30 August 2010, moderator: Rainer Nitschke, interview about the trends in luxury.
• Zeit Online, "Traumfabrik Mode: David Lynch führt Regie für eine Dior-Tasche: Mit aufwendig inszenierten Werbefilmen wollen Luxusmarken ein modernes Markenimage im Internet kreieren", 18 August 2010, by Yoko Rückerl, www.zeit.de/lebensart/mode/2010-08/mode-videos, citations about advertising movies and social media strategies for luxury brands and about the Chinese luxury market.
• Sonntag Aktuell, "Die Prada-Psyche", 15 August 2010, p. 7, by Sandra Müller, article about the luxury brand personality.
• SWR 2 (radio), "Geld, Markt, Meinung, Bling-Bling, Protz und Opulenz - Das Geschäft mit Luxusgütern", 7 August 2010, moderator: Sina Rosenkranz, interview about motives of luxury consumption and about the German luxury industry.
• SWR 1 (radio), Der Abend, "Luxus - von der Notwendigkeit des Überflüssigen", 2 August 2010, moderator: Andreas Doms, interview about the definition of luxury, motives of luxury consumption and trends in luxury.
• Rheinpfalz am Sonntag, "Die Prada-Psyche: Krise? Welche Krise? Die Zahl der Millionäre steigt, auch hierzulande. Warum sie ihr Geld in Produkte von Dior, Chanel oder doch lieber Prada stecken, weiß Deutschlands erster Luxusforscher. Er untersucht die Persönlichkeit der Luxusmarken", 25 July 2010, p. 16, by Sandra Müller, article about the luxury brand personality, luxury consumer behaviour and trends in the luxury industry.
• Tagesspiegel, "Die Lust am Luxus", 28 April 2010, No. 20 601, p. B4, by Andrea Puppe, article about the millionaire survey and the luxury brand personality.
• Handelsblatt, "Deutschlands Millionären in die Psyche geschaut: Der Markt für Luxus zeigt sich krisenfest. Über die Käufer wissen Marketing-Experten aber nur wenig. Ein Berliner Forscher liefert nun erste Daten.", 8 April 2010, no. 67, p. 22, article about the millionaire survey and luxury consumer behaviour.
• Süddeutsche Zeitung Online, "Marketingforschung: Die Marke und ich: Wer seinen Porsche streichelt, hat nun so etwas wie den wissenschaftlichen Segen dafür: Luxusmarken haben eine "Persönlichkeit", fanden Marketingforscher heraus", 15 March 2010, by Berit Uhlmann, www.sueddeutsche.de/wissen/728/505914/text/, article about the luxury brand personality.
• Märkische Allgemeine, "Warum Millionäre Luxusmarken mögen: Marketing-Forscher suchen die Aura edler Ware", 25 February 2010, p. V4, by Gerald Dietz, article about the millionaire study and the luxury brand personality.
• Manager-Magazin,"Luxusmarken sind Labertaschen", 22 February 2010, by Maren Hoffmann, www.manager-magazin.de/lifestyle/artikel/0,2828,679092,00.html, interview about luxury consumer surveys and the luxury brand personality.
• Frankfurter Rundschau, "Jil oder Louis Vuitton?: Berliner Forscher fahnden nach Luxus-Typen", 20/21 February 2010, Vol. 66, No. 43, p. 21, by Yvonne Globert, article about the millionaire study and segments of luxury consumers.
• Deutschland Magazin, a publication by the German Federal Foreign Office, "German Fashion: The Power of Restraint", February 2010, No.1 , p. 28, by Joachim Schirrmacher, www.magazin-deutschland.de, citations about the Berlin luxury study.
• TU Berlin, press release, "Auch Luxus hat eine Persönlichkeit", 17 February 2010, no. 48/2010, www.pressestelle.tu-berlin.de/medieninformationen/2010/februar/medieninformation_nr_482010/, article about luxury consumer surveys and the luxury brand personality.
• Die Zeit Online, "Mein Freund, die Marke", 15 January 2010, by Carolin Ströbele, www.zeit.de/lebensart/mode/2010-01/mode-social-networks, citations about the luxury brand personality and social media.
• Süddeutsche Zeitung, "Schöne neue Welt: Doch, Luxus hat eine Zukunft – und zwar im Internet. Eindrücke von einer Fachkonferenz mit internationalen Markenchefs und Modemachern in Berlin", 20 November 2009, p. 8/9, by Claudia Fromme, article about luxury consumer surveys and my presentation at the International Herald Tribune Luxury Conference in Berlin.
• Süddeutsche Zeitung Online, "Der Luxus lebt: Schöne neue Welt" (see above), http://www.sueddeutsche.de/leben/der-luxus-lebt-schoene-neue-welt-1.141398.
• Berliner Morgenpost, "Berliner Luxus ist nicht elitär, sondern demokratisch: Doktorand der TU hat ihn erforscht. Mode-Expertin Suzy Menkes lädt zur Konferenz ins Ritz Carlton", 16 November 2009, p. 13, by Alexandra Maschewski, article also about my presentation at the Interbnational Herald Tribune Luxury Conference in Berlin.
• Handelsblatt, "Die Lust, anders zu sein: Die Vorstellungen von Luxus wandeln sich. In der Wohlstandsgesellschaft taugt Protzerei nicht mehr zur Selbstdarstellung", 16 October 2009, No. 199, p. 7, by Martin Roos, article about several luxury consumer surveys, luxury consumer segmentation and the luxury brand personality.
• Einsteins, Journal des Luxus und der Moden, "Der Konsum-Kenner", February 2009, by Tanja Kössler, Katholische Universität Eichstätt-Ingolstadt, http://compute.ku-eichstaett.de/einsteins2009/guthaben/interview/was-sein-luxus-ueber-einen-menschen-verraet.html, interview about luxury marketing.
• Profil, "Forschungsprojekt: Ganz wie Coco: Im Rahmen einer großen Umfrage wird erstmals im deutschen Sprachraum das Profil von Luxuskonsumenten untersucht", November 2007, p. 103, by Gabriele Rabl, article about the quantitative luxury consumer survey in 2007.

Luxury Consulting & Cooperation Partners

Non-Luxury Consulting & Cooperation Partners

Profile on Mendeley
My publications and short CV you can find here:

Also on ResearchGate and Brainguide.