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Andreas M. Kaplan is Professor of Marketing and Communications at ESCP Europe, where he currently serves as the Dean for Academic Affairs as part of the School's executive committee. Previously, he held the position of the Director of Brand and Communications and was elected Head of the Faculty's marketing department. Furthermore, Professor Kaplan is part of the steering committee of heSam University, a cluster of several well-known institutions for research and higher education in the humanities and social sciences, regrouping approximately 60,000 students and 3,000 academics. 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 analysing and decrypting social media and viral marketing, domains in which he consults national and international companies. His article “Users of the World, Unite! The challenges and opportunities of social media", which defines and classifies social media, was ranked first for three years in a row in ScienceDirect's annual list of the ‘25 Hottest Business Management Articles’ (measured by article downloads). In 2013 this publication achieved first place across all of the 24 core subject areas of the ScienceDirect database, containing approximately 2,500 peer-reviewed journals and 12.5 million articles. In addition, Professor Kaplan won the Best Article Award from Business Horizons for his paper in the area of "Mobile Social Media".
Andreas Kaplan is particularly interested in the future of management education and the general business school landscape. Notably, he has written an article titled "European Management and European Business Schools", defining and exploring management in Europe. He is a member of the editorial board of the Journal for Advancement of Marketing Education and is highly active in the field. Moreover, Professor Kaplan is a member of the editorial boards of Business Horizons, the International Journal on Media Management, and RAM (Recherche et Applications en Marketing) and has a regular column on the French blog of the Harvard Business Review.
Professor Kaplan completed his Habilitation (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 co-operation with HEC School of Management. 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.
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.