Andreas Kaplan
Andreas M. Kaplan
Andreas Kaplan.JPG
Andreas M. Kaplan, 2012
Born 5 October 1977
Nationality German
Institution ESCP Europe
Field Marketing
Alma mater ESCP Europe

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.[1] Kaplan currently has the rector's position of ESCP Europe Berlin.[2] 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.[3] Moreover, Kaplan was elected Head of the Faculty's marketing department.


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).[4][better source needed]

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.[5]

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.[6]


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 12 000 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".[7]

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 9,000 times on Google Scholar, over 2,500 times in Scopus, and over 250 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.[8]

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.

European Parliament Brussels: Nicole Fontaine, Andreas Kaplan, Odile Quintin



  • 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.
  • 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; 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 
  • 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 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., Haenlein Michael (2012) The Britney Spears universe: Social media and viral marketing at its best, Business Horizons, 55(1), 27-31
  • 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 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 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 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. (2006) Toward a Parsimonious Definition of Traditional and Electronic Mass Customization, Journal of Product Innovation management, 23(2), 168-182
  • 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



  1. ^ "How Has Social Media Changed Us". The Nation. November 14, 2013. Retrieved 2014 - via HighBeam Research. (subscription required (help)). 
  2. ^ "ESCP Europe Wirtschaftshochschule Berlin". ESCP Europe. 
  3. ^ "Students should build their personal brand online". May 28, 2014. 
  4. ^ "Marquis Who's Who in the World". Marquis Who's Who. (subscription required)
  5. ^ "Marquis Who's Who in the World". Marquis Who's Who. (subscription required)
  6. ^ Andreas Kaplan: European management and European business schools: Insights from the history of business schools. In: European Management Journal. 32, 2014, S. 529, doi:10.1016/j.emj.2014.03.006.
  7. ^ "Mobile Social Media: Professor Andreas Kaplan receives Best Article Award 2012 from Business Horizons". Press release. ESCP Europe. February 12, 2013. 
  8. ^ ""Users of the world, unite!" most downloaded paper of approximately 13.4 million articles - Top 50 Business & Management Authors in the World Kaplan and Haenlein again Ranked First in Science Direct Hottest Article List". Press release. ESCP Europe. June 19, 2014. 

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