Maximilian Beichert’s Dissertation-based Article Wins 2025 Don Lehmann Award

Maximilian Beichert, Assistant Professor of Marketing at Bocconi University, has been named co-winner of the prestigious 2025 Don Lehmann Award by the American Marketing Association (AMA) Marketing Research Special Interest Group. The award honors the best dissertation-based article published in Journal of Marketing or Journal of Marketing Research in the past year.

Beichert’s winning article, “Revenue Generation Through Influencer Marketing”, co-authored with Andreas Bayerl (Erasmus University), Jacob Goldenberg (Reichman University), and Andreas Lanz (University of Basel), investigates the mechanisms and profitability of influencer marketing, highlighting how strategic collaboration, especially with smaller-scale influencers, can yield measurable increases in direct sales.

The Lehmann Award, established in 1997 in honor of Prof. Donald R. Lehmann, Professor of Marketing at Columbia University. The winners will be celebrated at the AMA MR SIG reception during the 2025 Summer AMA Conference, held on August 23 in Chicago.