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Andreas Kaplan

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ESCP Europe

Andreas Kaplan

Alma mater
ESCP Europe

ESCP Europe


5 October 1977

Andreas Marcus Kaplan (born October 5, 1977) is Professor of Marketing at the ESCP Europe Business School. He is specialized in the areas of social media, viral marketing, and the digital world in general. Kaplan currently has the rector's position of ESCP Europe Berlin. Previously, he acted as the School's Dean for Academic Affairs and before as its Director of Brand and Communications, both as part of ESCP Europe's executive committee. Moreover, Kaplan was elected Head of the Faculty's marketing department.


Andreas Kaplan Andreas Kaplan Dean for Academic Affairs Welcome to ESCP Europe

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Andreas Kaplan Andreas Kaplan Simple English Wikipedia the free encyclopedia

Kaplan was born on October 5, 1977 and grew up in Munich, Germany. His mother is Anneliese Kaplan (dressmaker) and his father Vincenc Kaplan (locksmith).

Andreas Kaplan Professor Andreas Kaplan Rektor ESCP Europe Berlin seit April

Professor Kaplan holds a Master of Public Administration from the École Nationale d'Administration, an MSc from ESCP Europe, and a BSc from the Ludwig Maximilian University of Munich. He completed his Habilitation at the Sorbonne and his Ph.D. at the University of Cologne in cooperation with HEC Paris. Kaplan was visiting Ph.D. at INSEAD and participated in the International Teachers Programme at the Kellogg School of Management, Northwestern University.

Andreas Kaplan What is European management Andreas KAPLAN WikiStage ESCP Europe

Before joining ESCP Europe, Kaplan started his career as marketing professor at the ESSEC Business School and Sciences Po Paris.

Particularly interested in the future of management education in Europe and the general business school landscape, Kaplan has furthermore written articles treating European management as well as higher education and their future evolution notably with the digitization of the sector due to the arrival of MOOCs and SPOCs. Defining Europe as holding “maximum cultural diversity at minimal geographical distances“, Kaplan is a strong advocate of cross-cultural management education.


Kaplan started doing research in the areas of mass customization, innovation, customer lifetime valuation, and relationship marketing. Since then his research mainly deals with analyzing and decrypting the digital sphere. With more than 14 000 citations on Google Scholar, Professor Kaplan was counted amongst the Top 50 Business and Management authors in the world according to John Wiley & Sons. Kaplan received the annual Best Article Award from Business Horizons, sponsored by Elsevier, for his 2012 paper "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4".

In particular, his 2010 article co-authored with Michael Haenlein "Users of the world, unite! The challenges and opportunities of social media" published in Business Horizons is widely cited (over 10,000 times on Google Scholar, over 3,000 times in Scopus, and over 300 times in Business Source Premier) and known in the field. This seminal article "Users of the World, Unite!" recurrently achieved first place in Science Direct's annual list of the 25 most downloaded publications across all 24 core subject areas covered in Science Direct, ranging from Management to Engineering, Psychology, or Neuroscience and thus was downloaded more often than any other of the approximately 13.4 million papers in the collection.

More recent research deals with the influence of the digital sphere on higher education such as the arrival of MOOCs and SPOCs. His activities as speaker, commentator, and consultant consequently evolve around these topics.


  • Kaplan Andreas, Haenlein Michael, Schoder Detlef (2006) Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value, Journal of Marketing, 70(3), 5–20
  • Kaplan A.M., Haenlein M. (2006) Toward a Parsimonious Definition of Traditional and Electronic Mass Customization, Journal of Product Innovation management, 23(2), 168–182
  • Kaplan Andreas M., Haenlein Michael (2010) Users of the world, unite! The challenges and opportunities of social media, Business Horizons, 53(1), 59–68
  • Kaplan A.M., Haenlein M. (2011) Two hearts in 3/4 time: How to waltz the Social Media – Viral Marketing dance, Business Horizons, 54(3), 253–263
  • Kaplan A.M., Haenlein M. (2011) The early bird catches the news: Nine things you should know about micro-blogging, Business Horizons, 54(2), 105–113
  • Kaplan Andreas (2011) Social media between the real and the virtual: How Facebook, YouTube & Co. can become an extension of the real life of their users – and sometimes even more, Prospective Strategique, 38 (Mars), 8–13
  • Kaplan Andreas M., Haenlein Michael (2012) The Britney Spears universe: Social media and viral marketing at its best, Business Horizons, 55(1), 27–31
  • Kaplan Andreas M. (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, 55(2), 129–139
  • Kaplan Andreas M. (2014) European Management and European Business Schools: Insights from the History of Business Schools, European Management Journal, 32(4), 529-534.
  • Kaplan, Andreas; Haenlein, Michael (September–October 2014), "Collaborative projects (social media application): About Wikipedia, the free encyclopedia", Business Horizons, 57 (5): 617–626, doi:10.1016/j.bushor.2014.05.004 
  • Pucciarelli F., Kaplan Andreas M. (2016) Competition and Strategy in Higher Education: Managing Complexity and Uncertainty, Business Horizons, Volume 59(3), 311-320.
  • Kaplan Andreas M., Haenlein Michael (2016) Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster, Business Horizons, Volume 59.
  • Books

  • Kaplan Andreas (October 2015) European business and management. Sage Publications Ltd., London. ISBN 9781473925144
  • (Vol. I) – Cultural specificities and cross-cultural commonalities
  • (Vol. II) – Business ethics and corporate social responsibility
  • (Vol. III) – Contextual diversity and interdisciplinary aspects
  • (Vol. IV) – Business education and scholarly research
  • Kaplan Andreas: Academia Goes Social Media, MOOC, SPOC, SMOC, and SSOC: The digital transformation of Higher Education Institutions and Universities, in Bikramjit Rishi and Subir Bandyopadhyay (eds.), Contemporary Issues in Social Media Marketing, Routledge, 2018 ISBN 9781317193982
  • References

    Andreas Kaplan Wikipedia

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