Book chapter
Leschik, D., Baums, K., & Mazurek, J. M. J. (2026). In G. Schuster & C. Bornemeyer (Eds.), Handbuch innovatives Marketing (pp. 1–13). Springer Gabler.
DOI 10.1007/978-3-658-46709-8_33-1
Book chapter on virtual reality, augmented reality and spatial computing as tools for marketing.
Book chapter
Leschik, D., Ritz, F., Milicevic, A., Appel, D., & Beckers, N. (2026). In G. Schuster & C. Bornemeyer (Eds.), Handbuch innovatives Marketing (pp. 1–17). Springer Gabler.
DOI 10.1007/978-3-658-46709-8_41-1
A comparative study of AI-led and human-led interviews based on means-end chain theory.
Journal articleopen access
Leschik, D. (2025). Journal of Business Models, 13(1), 146–167.
Using survey data from 384 small and medium-sized biopharmaceutical companies in Germany and PLS-SEM, the study tests which success metrics explain post-M&A revenue. Efficient allocation of personnel and resources and the clinical success rate have significant effects.
Talk
Leschik, D. (2025). Business Model Conference 2025, University of Oulu, Finland.
Book chapter
Lac, V., & Leschik, D. (2024). In T. Bolz & G. Schuster (Eds.), Generative Künstliche Intelligenz in Marketing und Sales (pp. 207–219). Springer Gabler.
DOI 10.1007/978-3-658-45132-5_15
The chapter shows how a retrieval-augmented generation (RAG) architecture connects language models with domain-specific marketing and sales data without compromising confidentiality and privacy.
Conference paper
Leschik, D., & Lac, V. (2023). In L.-M. Altendorfer et al. (Eds.), Tagungsband zur IU-Fachtagung Content Marketing 2.0: Potenziale und Herausforderungen neuer Ansätze des Content Marketings (pp. 27–40). IU Internationale Hochschule.
Link res.cloudinary.com/iugroup/image/upload/v1704706555/Tagungsband…
The study combines sentiment analysis and topic modelling (LDA) to analyse about 4,700 German-language online comments on Tesla opening its Supercharger network to other brands. A BERT model trained on German text performed best; sentiment was mostly negative, with pricing, availability and blocked charging bays as frequent topics.
Talk
Leschik, D. (2023). Talk at Marketing Club Aachen, Aachen, Germany.
Link marketingclub-aachen.de/veranstaltungen/sentiment-analyse-im-ma…
Journal article
Leschik, D., Rossberger, R., & Oczkowski, E. (2022). Journal of Business Strategy, 43(2), 87–95. Published online on 9 December 2020.
Based on in-depth interviews with executives involved in mergers and acquisitions, the study identifies success metrics for small and medium-sized pharmaceutical and biotech companies in Germany, such as integrated cultures, employee retention, new technology knowledge, more patent-protected products and higher clinical success rates. Interviewees combine several metrics with monetary tools.
Research report
Tigre Moura, F., & Leschik, D. (2022). IU Internationale Hochschule.
Research report
Tigre Moura, F., Leschik, D., Carnicelli Filho, S., McPherson, G., & Reid, E. (2021). IU Internationale Hochschule & University of the West of Scotland.
Link liveinnovation.org/download-the-live-fm-fan-monitor-2021-editio…
Annual survey study of the attitudes and behaviour of music fans in Germany and Scotland. The 2021 edition focuses on technology and innovation, such as facial recognition at events.
Research report
Tigre Moura, F., Leschik, D., Carnicelli Filho, S., McPherson, G., & Reid, E. (2020). IU Internationale Hochschule & University of the West of Scotland.
Link liveinnovation.org/fan-monitor/
Online survey of music and event fans in Germany and Scotland on their behaviour and perceptions during the Covid-19 pandemic.
Research report
Tigre Moura, F., & Leschik, D. (2020). IU Internationale Hochschule.
Doctoral thesis
Leschik, D. (2017). Doctor of Business Administration, Charles Sturt University, Australia. Awarded the Joss Group Outstanding Thesis Prize.