Mary Frances Luce Appointed Interim Dean of Fuqua School of Business

Mary Frances Luce

“My deepest thanks go to the members of the search committee, led by Fuqua professor Ashleigh Shelby Rosette as chair, for their diligent work and their investment in the future of Fuqua.”

Luce brings a strong track record of academic leadership to her new position. At Fuqua, she served six years as associate dean and senior associate dean of the faculty.

She has also served in university-wide positions. Since February 2023, she has been an associate vice president in Duke’s Office for Research & Innovation, where she has focused on support for social and behavioral sciences, humanities and the arts. In this role, Luce has worked alongside OR&I colleagues to ensure the delivery of excellent service and support for all Duke's researchers and scholars, including faculty, trainees and staff.

“Mary Frances is an outstanding leader who has earned respect and admiration within the Fuqua community and across the university. Her deep knowledge of Fuqua will be an asset that enables her to move the school in new directions over the next two years, and I look forward to seeing her vision implemented.”

Provost Alec D. Gallimore

Luce also recently served as interim executive vice chancellor for Duke Kunshan University (DKU). She will continue to serve on the Board of Trustees of DKU, which oversees strategic planning, maintains fiduciary duties and provides strategic direction to the joint venture university in China.

“I am honored to serve my Fuqua colleagues and the Duke community in this interim role,” said Luce. “Due to the dedication and excellence of our current academic leadership, faculty, staff, students and alumni, I believe Fuqua is extremely well positioned for the future. I am excited to re-engage with Fuqua stakeholders in my new capacity, and I will strive to take a fresh perspective on Fuqua’s many options and possibilities. Our Team Fuqua spirit has always been a secret weapon, and I am excited to lead this team of extraordinary scholars, professionals and learners.” 

Luce has enjoyed a 30-year career as a specialist in behavioral marketing, with a particular interest in the role of negative emotion in decision-making. She was an early proponent of the view that emotions are deeply intertwined with cognitive processes and has been particularly interested in how emotions influence patient health care decisions — a context in which negative emotion is both frequent and potentially problematic.

She has taught undergraduate and graduate students, including Ph.D. candidates, with a focus on health care marketing electives and marketing core materials. She is particularly interested in shifting students’ perspectives such that marketing is understood as a mechanism for increasing consumer and societal welfare. 

Luce has held national leadership roles in her field, including serving as president of the Association for Consumer Research and as a co-editor of behavioral marketing's flagship journal, the Journal of Consumer Research. Before joining the faculty at her alma mater, Luce spent a decade on the faculty of the Wharton School of the University of Pennsylvania.

In addition to her Ph.D. from Fuqua, Luce earned a bachelor’s degree from Ball State University in 1989.

Luce succeeds Bill Boulding, who has served as Fuqua’s dean since 2011 and will continue as the J.B. Fuqua Professor of Business Administration. “I want to thank Bill for his remarkable record of leadership and service to Duke,” Gallimore said. “His many achievements as dean have transformed Fuqua and created a strong foundation on which to continue to build in the future.”

Established in 1969, Duke’s Fuqua School of Business is a top-ranked graduate business school with more than 100 faculty members who advance the understanding of management through their research and teaching. More than 2,000 students are enrolled each year in Fuqua’s 10 degree programs, which offer a wide range of program formats and flexibility for full-time students and working professionals.

The school has longstanding relationships with firms in key industries, including health care, financial services, consulting, technology, consumer goods, energy and the environment, and media, as well as a focus in the areas of entrepreneurship and social impact. Its network of over 28,000 alumni, many of whom remain highly engaged with the school, have both functional breadth and industry depth and continue to make a significant impact in their organizations and beyond.