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Faculty & Research
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Faculty member
Andreas M. KAPLAN
Doctor in Business Administration
HDR (French Qualification for Ph.D. Supervisor)
Professor
Marketing
Director of Brand and Communication Europe
Campus : Paris
Tel : +33 1 49 23 22 50
Research Interest
Topics
MarketingMarketing Communication & Advertising
Political and Social Marketing
Social Media
Biography
Andreas Kaplan is Professor of Marketing at ESCP Europe where he currently serves as the Director of Brand and Communication Europe. Previously he acted as Head of the Marketing Department. Before joining ESCP Europe, Andreas started his career as marketing professor at the ESSEC Business School and Sciences Po Paris.
Professor Kaplan's research mainly deals with analyzing and decrypting social media. Additionally, he has carried out research in the areas of customer lifetime valuation, mass customization and public sector marketing. Besides 'Principles of marketing', Andreas teaches 'Advertising and media', 'Political and public marketing', and 'Social media and viral marketing’.
Professor Kaplan did his Habilitation (HDR; French post-doctoral qualification for Ph.D. supervisor) at the Sorbonne Graduate Business School (University of Paris 1 Pantheon-Sorbonne) and his Ph.D. at the University of Cologne in cooperation with HEC School of Management Paris. He holds a Master of Public Administration (MPA) from the École Nationale d'Administration (ENA; French National School of Public Administration), an MSc from ESCP Europe, and a BSc from the University of Munich. Additionally, Andreas was visiting Ph.D. at INSEAD and participated in the International Teachers Programme (ITP) at the Kellogg School of Management, Northwestern University.
Current research
Professor Kaplan’s current research deals with analyzing and decrypting social media which are defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (Kaplan and Haenlein 2010, p. 61). Next to blogs and mircoblogs (e.g. Twitter), also collaborative projects (e.g. Wikipedia), content communities (e.g. Youtube), social networking sites (e.g. Facebook), virtual game worlds (e.g. World of Warcraft), and virtual social worlds (e.g. Second Life) are part of social media.
Kaplan Andreas M., Haenlein Michael (2010), "Users of the world, unite! The challenges and opportunities of social media", Business horizons, 53(1), 59-68.
Publications
Books
KAPLAN A. M., (2006), Factors influencing the adoption of mass customization : Determinants, moderating variables and cross-national generalizability, Cuvillier, Goettingen, 188 p.
LOEBBECKE C., KAPLAN A. M. (eds), (2003), Global media management research, University of Cologne, Cologne.
Book chapters
KAPLAN A. M., (2012), "Burger King : le marketing viral à tout prix ?", in PRIME N., USUNIER J.-C. (eds), , Marketing international : marchés, cultures, organisations, Eco gestion, Pearson, pp 333-336, 4 p.
KAPLAN A. M., HAENLEIN M., (2011), "The Birds are Tweeting - and so am I : An Essay on the Use and Potential of Twitter and Micro-blogging", in CENTENO E., VELOUTSOU C., , New Perspective of Contemporary Marketing, Atiner, pp 193-202, 10 p.
KAPLAN A. M., (2010), "Comment utiliser des médias sociaux dans une politique de communication ?", in FROSSARD A.-L., GUCESKI P. (eds), , Le Tour du marketing en 12 étapes, Dunod, La boîte à culture, pp 237-237, 1 p.
BASCOUL G., KAPLAN A. M., (2010), "Communautés et marketing relationnel", in MICHON C. (ed.), , Le Marketeur, Pearson Education, 3e éd., pp 431-450, 20 p.
JALLAT F., KAPLAN A. M., (2010), "Développer un marketing en ligne", in MICHON C. (ed.), , Le Marketeur, Pearson Education, 3e éd., pp 369-390, 22 p.
KAPLAN A. M., HAENLEIN M., (2010), "From Real to Virtual and Back Again : The Use and Potential of virtual Social Worlds within the IT Industry", in PAPADOPOULOU P., KANELLIS P., MARTAKOS D., , Social Computing Theory and Practice : Interdisciplinary Approaches, IGI Global, pp 285-300, 16 p.
KAPLAN A. M., (2010), "User Participation within Virtual Worlds", in FOGLIATTO F. S., DA SILVEIRA G. J. C., , Mass customization : Engineering and Managing Global Operations, Springer, Springer Series in Advanced Manufacturing, pp 333-351, 19 p.
KAPLAN A. M., (2009), "Blogging, Facebook, Twitter : Southwest Airlines et ses relations client via les médias sociaux", in PEELEN E., JALLAT F., STEVENS E. ; VOLLE P., , Gestion de la relation client, Pearson Education, 3e éd., pp 372-374, 3 p.
BASCOUL G., KAPLAN A. M., (2009), "Communautés et marketing relationnel", in MICHON C. (ed.), , Le marketeur : fondements et nouveautés en marketing, Éditions Pearson Education.
KAPLAN A. M., (2009), "Virtuals worlds and business schools : The case of INSEAD", in WANKEL, C., KINGSLEY, J., , Higher education in virtual worlds: Teaching and learning in second life, Emerald Group Publishing, pp 83-100, 18 p.
Published articles
KAPLAN A. M., (2012), "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4", BUSINESS HORIZONS, Vol. 55, Issue 2, pp 129-139, 11 p.
KAPLAN A. M., HAENLEIN M., (2012), "The Britney Spears universe: Social medi and viral marketing at its best", BUSINESS HORIZONS, Vol.55, Issue 1, pp 27-31, 5 p.
KAPLAN A. M., HAENLEIN M., (2011), "Editorial : Les médias sociaux sont définitivement devenus une réalité", RAM - RECHERCHE ET APPLICATIONS EN MARKETING, Marketing et médias sociaux, septembre, Vol. 26, n° 3, pp 3-5, 3 p.
HAENLEIN M., KAPLAN A. M., (2011), "Evaluating the consequences of abandoning unprofitable customers: A comparison of direct and indirect abandonment strategies", ZEITSCHRIFT FÜR BETRIEBSWIRTSCHAFT, Vol.81, Issue 2, pp 77-94, 15 p.
KAPLAN A. M., HAENLEIN M., (2011), "Investigation of differences in diffusion between positive and negative Word-of-Mouth", ADVANCES IN CONSUMER RESEARCH , Vol.38, Issue 1.
DEIGHTON J., FADER P., HAENLEIN M., KAPLAN A. M., LIBAI B., MULLER E., (2011), "Médias sociaux et entreprise, une route pleine de défis : Commentaires invités", RAM - RECHERCHE ET APPLICATIONS EN MARKETING, Marketing et médias sociaux, septembre, Vol. 26, n° 3, pp 117-124, 8 p.
KAPLAN A. M., (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, March, 38, pp 8-13, 7 p.
HAENLEIN M., KAPLAN A. M., (2011), "The abandonment of unprofitable customer relationships: An analysis of emotional reactions", ADVANCES IN CONSUMER RESEARCH, Vol .38, Issue 1.
KAPLAN A. M., HAENLEIN M., (2011), "The early bird catches the news: Nine things you should know about micro-blogging", BUSINESS HORIZONS, Vol.54, Issue 2, pp 105-113, 9 p.
HAENLEIN M., KAPLAN A. M., (2011), "The Influence of Observed Heterogeneity on Path Coefficient Significance : Technology Acceptance within the Marketing Discipline", JOURNAL OF MARKETING THEORY AND PRACTICE, Vol.19, Issue 2, pp 153-168, 16 p.
KAPLAN A. M., (2011), "Twitter ou le pouvoir de 140 caractères", Expansion Management Review, Mars, n°140, pp 104-113, 10 p.
KAPLAN A. M., HAENLEIN M., (2011), "Two hearts in three-quarter time: How to waltz the social media/viral marketing dance", Business Horizons, May, Vol.54, Issue 3, pp 253-263, 11 p.
HAENLEIN M., KAPLAN A. M., (2010), "An empirical analysis of attitudinal and behavioral reactions toward the abandonment of unprofitable customer relationships", JOURNAL OF RELATIONSHIP MARKETING , Vol.9, Issue 4, pp 200-228, 29 p.
HAENLEIN M., JALLAT F., KAPLAN A. M., (2010), "Clients non rentables, quel traitement leur réserver ?", MARKETING MAGAZINE, Juin - Août, N° 141, pp 24-24, 1 p.
KAPLAN A. M., HAENLEIN M., (2010), "Mondes virtuels : Retour au réalisme", EXPANSION MANAGEMENT REVIEW (L'), Septembre, n° 138, pp 90-102, 13 p.
KAPLAN A. M., HAENLEIN M., (2010), "Uitdagingen en kansen rond Social Media", MANAGEMENT EXECUTIVE, Vol.8, Issue 3, pp 18-19, 2 p.
KAPLAN A. M., HAENLEIN M., (2010), "Users of the world, unite! The challenges and opportunities of social media", BUSINESS HORIZONS, Vol.53, Issue 1, pp 59-68, 10 p.
KAPLAN A. M., HAENLEIN M., (2009), "Consumer use and business potential of virtual worlds: The case of Second Life", INTERNATIONAL JOURNAL ON MEDIA MANAGEMENT (THE), Vol.11, Issue 3, pp 93-101, 9 p.
KAPLAN A. M., HAENLEIN M., (2009), "Consumers, companies and virtual social worlds : A qualitative analysis of Second Life", ADVANCES IN CONSUMER RESEARCH, Vol.36, Issue 1, pp 873-874, 2 p.
HAENLEIN M., KAPLAN A. M., (2009), "Flagship brand stores within virtual worlds : The impact of virtual store exposure on real life band attitudes and purchase intent", RECHERCHE ET APPLICATIONS EN MARKETING, September, n° 3, vol. 24, pp 57-80, 24 p.
HAENLEIN M., KAPLAN A. M., (2009), "Les Magasins de marques phares dans les mondes virtuels : L'impact de l'exposition au magasin virtuel sur l'attitude envers la marque et l'intention d'achat dans la vie réelle", RECHERCHE ET APPLICATIONS EN MARKETING, Le nouveau consommateur, septembre, n° 3, vol. 24, pp 57-80, 24 p.
KAPLAN A. M., HAENLEIN M., (2009), "Rapprochement entre le marketing et l'administration publique : Vers une compréhension globale du potentiel du marketing public", REVUE FRANCAISE DU MARKETING, septembre, n° 224, pp 49-66, 18 p.
KAPLAN A. M., (2009), "Second Life : Leçons pour le monde réel", L'EXPANSION MANAGEMENT REVIEW, Crise, krach, récession, big bang ?, juin, n° 133, pp 58-60, 3 p.
KAPLAN A. M., HAENLEIN M., (2009), "The fairyland of Second Life : About virtual social worlds and how to use them", BUSINESS HORIZONS, Vol. 52, Issue 6, pp 563-572, 10 p.
KAPLAN A. M., HAENLEIN M., (2009), "The increasing importance of public marketing : Explanations, applications and limits of marketing within public administration", EUROPEAN MANAGEMENT JOURNAL, Vol.27, Issue 1, pp 197-212, 26 p.
HAENLEIN M., KAPLAN A. M., (2009), "Unprofitable customers and their management", BUSINESS HORIZONS - INDIANA UNIVERSITY, January, Vol.52, Issue 1, pp 89-97, 8 p.
KAPLAN A. M., HAENLEIN M., (2009), "Utilisation et potentiel commercial des hyperréalités : Une analyse qualitative de Second Life", REVUE FRANCAISE DU MARKETING, mai, n° 222, pp 69-81, 13 p.
HAENLEIN M., KAPLAN A. M., (2008), "Des clients à deux vitesses", DECISIONS MARKETING, juillet - septembre, n° 51, pp 77-81, 5 p.
HAENLEIN M., KAPLAN A. M., BEESER A., (2007), "A Model to Determine Customer Lifetime Value in a Retail Banking Context", EUROPEAN MANAGEMENT JOURNAL, Vol. 25, Issue 3, pp 221-234, 14 p.
KAPLAN A. M., SCHODER D., HAENLEIN M., (2007), "Factors Influencing the Adoption of Mass Customization: The Impact of Base Category Consumption Frequency and Need Satisfaction", JOURNAL OF PRODUCT INNOVATION MANAGEMENT, March, Vol. 24, Issue 2, pp 101-116, 16 p.
SCHODER D., SICK S., PUTZKE J., KAPLAN A. M., (2006), "Mass customization in the newspaper industry. Consumers' attitudes toward individualized media innovations", INTERNATIONAL JOURNAL ON MEDIA MANAGEMENT (THE), March, Vol. 8, Issue 1, pp 9-18, 10 p.
KAPLAN A. M., HAENLEIN M., (2006), "Toward a Parsimonious Definition of Traditional and Electronic Mass Customization", JOURNAL OF PRODUCT INNOVATION MANAGEMENT, March, Vol. 23, Issue 2, pp 168-182, 15 p.
HAENLEIN M., KAPLAN A. M., SCHODER D., (2006), "Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value", JOURNAL OF MARKETING, July, vol. 70, issue 3, pp 5-20, 16 p.
HAENLEIN M., KAPLAN A. M., (2004), "A beginner's guide to partial least squares (PLS) analysis", UNDERSTANDING STATISTICS - STATISTICAL ISSUES IN PSYCHOLOGY, EDUCATION AND THE SOCIAL SCIENCES , Vol. 3, Issue 4, pp 283-297, 15 p.
Conference proceedings
HAENLEIN M., KAPLAN A. M., (2011), "The Parting of the Ways: Emotional and Behavioral Reactions in Response to Alternative Customer Divestment Strategies", Proceedings of the American Marketing Association (AMA), 2011, August 5-7, San Francisco, USA.
KAPLAN A. M., HAENLEIN M., (2010), "Investigation of differences in diffusion between positive and negative Word-of-Mouth", Proceedings of the Association for Consumer Research Conference, 2010, October 7-10, Jacksonville, Florida.
HAENLEIN M., KAPLAN A. M., (2010), "Les enjeux émotionnels liés à la mise à l'écart des clients non-profitables : compassion ou auto-satisfaction ?", Actes du 26ème Congrès de l'Association Française du Marketing (AFM), 2010, 6-7 mai, Le Mans, France.
HAENLEIN M., KAPLAN A. M., (2010), "The abandonment of unprofitable customer relationships: An analysis of emotional reactions", Proceedings of the Association for Consumer Research Conference, 2010, October 7-10, Jacksonville, Florida.
KAPLAN A. M., HAENLEIN M., (2010), "The birds are tweeting ? and so am I: An essay on the use and potential of Twitter and micro-blogging ", Proceedings of the 8th Annual International Conference on Marketing , 2010, 5-8 July , Athens, Greece .
HAENLEIN M., KAPLAN A. M., (2010), "The emotional consequences of unprofitable customer abandonment: Feeling sorry for the other or good about yourself?", Proceedings of the European Marketing Academy (EMAC) Conference, Copenhagen, Denmark.
HAENLEIN M., KAPLAN A. M., (2010), "The impact of unprofitable customer abandonment on current customers' exit, voice, and loyalty intentions: An empirical analysis", Proceedings of the Winter Marketing Educators Conference, American Marketing Association, 2010, February 19 - 22, New Orleans, USA.
HAENLEIN M., KAPLAN A. M., (2010), "The impact of unprofitbale customer abandonment on current customers' emotions: Negative other-focused vs. positive ego-focused", Proceedings of the Summer Marketing Educators Conference, American Marketing Association, 2010, August 13-16, Boston, USA.
KAPLAN A. M., HAENLEIN M., (2010), "The use and potential of Twitter and micro-blogging for marketing strategy: A qualitative case study approach", Proceedings of the 9th International Congress Marketing Trends , 2010 , January 21-23, Venice, Italy.
KAPLAN A. M., HAENLEIN M., (2009), "Beyond online advertising : The influence of virtual flagship stores on real life consumption behavior", Proceedings of the European Marketing Academy (EMAC) Conference, 2009, May 26-29, Nantes, France.
KAPLAN A. M., (2009), "Failure is the stepping stone to success: Insights into virtual worlds", Proceedings of the Marketing 2.0 Conference, Paris, France.
KAPLAN A. M., (2009), "Les mondes virtuels et pourquoi quelques entreprises y échouent ?", Actes de l'Atelier de Recherche Appliquée de l'Association Française du Marketing (AFM), 2009, 8 avril, Paris, France.
HAENLEIN M., KAPLAN A. M., (2009), "Living online : Consumer behavior in Second Life", Proceedings of American Marketing Association (AMA Winter), 2009, Tampa, Florida.
KAPLAN A. M., HAENLEIN M., (2009), "Stratégies de marque au sein des mondes virtuels", Actes du Congrès de l'Association Française du Marketing (AFM), 2009, 13-15 mai, Londres, Royaume-Uni.
HAENLEIN M., KAPLAN A. M., (2008), "Analyzing the feasibility of compensating the negative consequences of abandoning unprofitable customers", Proceedings of Summer Marketing Educators Conference, American Marketing Association, 2008, August 8-11, San Diego, USA.
KAPLAN A. M., HAENLEIN M., (2008), "Consumer use and business potential of virtual hyperrealities: A qualitative analysis of Second Life", 'Marketing Landscapes: A Pause for Thought', Proceedings of the 37th EMAC Conference, 2008, May 27-30, Brighton, UK.
KAPLAN A. M., HAENLEIN M., (2008), "Consumers, companies and virtual social worlds: A qualitative analysis of Second Life", Proceedings of the Association for Consumer Research Conference, 2008, San Francisco, California..
KAPLAN A. M., (2008), "Second life and customer relationship management", Proceedings of the 7th International Congress Marketing Trends, Università Ca' Foscari, 2008, January 17-19 , Venice, Italy.
KAPLAN A. M., (2007), "Rapprochement entre le marketing et l'administration publique. Quel avenir pour ce domaine de recherche ?", Actes de Colloque de l'ESCP-EAP European School of Management, Paris, France, 2007, Paris, France.
HAENLEIN M., KAPLAN A. M., (2006), "Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value", Proceedings of Winter Marketing Educators Conference, American Marketing Association, 2006, February 18-20, St. Petersburg, USA.
Research reports - Working papers
MORAND P., MANCEAU D. (eds), BASCOUL G., BUREAU S., CHEKROUN D., COMBE E., DELVAILLE P., FENDT J., FENOLL-TROUSSEAU M.-P., FRÉRY F., KAPLAN A. M., LAROCHE H., LE MANH A., (2009), "Pour une nouvelle vision de l'innovation", Rapport officiel, Ministère de l'Economie, de l'Industrie et de l'Emploi, Paris, pp 1-106, 106 p, Web Link.
HAENLEIN M., KAPLAN A. M., (2008), "Evaluating the negative consequences of abandoning unprofitable customer : Insights from MSI".
KAPLAN A. M., (2007), "Apports et limites du marketing dans l'Administration Publique", ENA, 66 p.
KAPLAN A. M., (2004), "Success factors for exporting music content: the example of the German and French music industry", University of Cologne, Cologne.
LOEBBECKE C., NIEDERMEYER U., KAPLAN A. M., KURUCU G., (2003), "Betriebswirtschaftliche Betrachtung öffentlich-rechtlicher TV-Online Aktivitäten", Arbeitspapiere des Instituts für Rundfunkökonomie an der Universität zu Köln, Instituts für Rundfunkökonomie an der Universität zu Köln, Köln, n° 183, 15 p.
Case studies & Pedagogical tools
KAPLAN A. M., (2012), "Virgin America - Taking Social Media and Viral Marketing to New Heights : Case", European Case Clearing House, 512-004-1.
KAPLAN A. M., (2012), "Virgin America - Taking Social Media and Viral Marketing to New Heights : Teaching Note", European Case Clearing House, 512-004-1.
KAPLAN A. M., (2011), "Public marketing in the City of Lights : Paris's innovative electrical car sharing program 'Autolib' : Case", European Case Clearing House, 511-011-1.
KAPLAN A. M., (2011), "Public marketing in the City of Lights : Paris's innovative electrical car sharing program 'Autolib' : Teaching Note", European Case Clearing House, 511-011-8.
KAPLAN A. M., (2010), "From Hell to Sell : Dell's Social Media Strategy", Centrale de Cas et de Médias Pédagogiques, M1674 (GB).
KAPLAN A. M., (2010), "From Hell to Sell : la stratégie des Médias Sociaux de Dell", Centrale de Cas et de Médias Pédagogiques, M1674.
Dissertations
KAPLAN A. M., (2010), "Aller-Retour du Réel au Virtuel : De la customisation de masse, du marketing relationnel et des mondes virtuels", Habilitation Thesis in Business Administration, Sorbonne Graduate Business School, Université de Paris 1- Panthéon-Sorbonne.
KAPLAN A. M., (2005), "Factors influencing the adoption of mass customization : Determinants, moderating variables and cross-national generalizability", Doctoral Dissertation in Business Administration , University of Cologne , HEC Paris.
