Placeholder for missing image of Heiko Gebauer

Heiko Gebauer

Adjunct Professor

Publications

2026

Heiko Gebauer, Fabian Krabacz, Christoph Laroque, Jenny Rueffer, David Ziegler (2026)

A process theory of data-centric marketing innovation Industrial Marketing Management, Vol. 138, p. 85-98 (Article in journal)

https://dx.doi.org/10.1016/j.indmarman.2026.09.006

Johanna Luisa Knapp, Heiko Gebauer, Oliver Gassmann, Felix Wortmann (2026)

Rethinking manufacturer-dealer relationships for customer solutions: From a single to a portfolio of relationship modes International Journal of Production Economics, Vol. 302, Article 110189 (Article in journal)

https://dx.doi.org/10.1016/j.ijpe.2026.110189

Johanna Knapp, Heiko Gebauer, Felix Wortmann (2026)

Unlocking the benefits of direct-to-consumer (DTC) strategies without alienating dealers Business Horizons, Vol. 69, p. 353-368 (Article in journal)

https://dx.doi.org/10.1016/j.bushor.2025.04.011

2025

N. Kling, S. Haugk, Heiko Gebauer (2025)

Towards a Data-Driven Organisation: Making Data a Strategic Knowledge Asset in SMEs Journal of the Knowledge Economy, Vol. 16, p. 18424-18442 (Article in journal)

https://dx.doi.org/10.1007/s13132-025-02631-x

Heiko Gebauer, Besma Glaa, Lars Witell, Helen Perks (2025)

Key adjustments to service offerings to accommodate product innovations: The Case of electric vehicles Industrial Marketing Management, Vol. 128, p. 71-87 (Article in journal)

https://dx.doi.org/10.1016/j.indmarman.2025.05.001