Maximilian Beichert

Marketing

Assistant Professor

Marketing Management

maximilian.beichert@unibocconi.it

Download v-card Download pdf

Latest publications

Libai B., Rosario A. B., BEICHERT M., Donkers B., Haenlein M., Hofstetter R., Kannan P. K., van der Lans R., Lanz A., Li H. A., Mayzlin D., Muller E., Shapira D., Yang J., Zhang L. Influencer marketing unlocked: Understanding the value chains driving the creator economy Journal of the Academy of Marketing Science, 2025, vol.53, no. 1, pp.4-28

BEICHERT M., ZHANG X., BAYERL A., GOLDENBERG J., GU X., KANNAN P. K., LANZ A. The Surprising ROI of Small Online Influencers Mit Sloan Management Review, 2024

BEICHERT M., Bayerl A., Goldenberg J., Lanz A. Revenue Generation Through Influencer Marketing Journal of Marketing, 2024, vol.88, no. 4, pp.40-63

Download all