|Andreas M. Kaplan|
Andreas M. Kaplan, 2012
5 October 1977|
|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. 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.
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.
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. He furthermore is in favor of an EU commissioner for happiness.
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 18 000 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 13,000 times on Google Scholar, over 4,000 times in Scopus, and over 400 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.
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