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Professor Kaplan’s research focuses on analyzing and decrypting the digital world, in particular the areas of social media and artificial intelligence. With several seminal articles and more than 20,000 citations on Google Scholar, Professor Kaplan has been counted among the worldwide top 50 business and management authors according to John Wiley & Sons. Andreas has teaching experience in top-tier schools and universities such as Harvard, Sciences Po Paris, and Tsinghua University.

With over ten years of leadership experience in higher education, Professor Kaplan currently serves as Dean and Rector of ESCP Europe Berlin – a position elected by professors, students, and administrative service employees. Previously, he held positions as Dean for Academic Affairs, Director of Brand and Communications, and elected Head of the Faculty's marketing department. Kaplan is particularly interested in the future of education impacted by digital transformation, increased competition, and reduced public funding, and has published extensively in this area in academic and practitioner journals.

He regularly acts as keynote speaker and presenter at academic and non-academic conferences, seminars, and workshops. His work is featured in various national and international press and media outlets such as the California Management Review, Financial Times, Harvard Business Review France, La Tribune, La Repubblica, and the Süddeutsche Zeitung. His activities as advisor and consultant for a variety of corporations and organizations evolve around the aforementioned topics.

Kaplan did his Habilitation at the Sorbonne and his Ph.D. at the University of Cologne / HEC Paris. He holds a Master of Public Administration (MPA) from the École Nationale d'Administration (ENA), an MSc from ESCP Europe Business School, and a BSc from the University of Munich. Additionally, Prof. Andreas Kaplan was visiting Ph.D. at INSEAD and participated in the International Teachers Programme (ITP) at the Kellogg School of Management, Northwestern University.

 

Social Sciences
European Business Environment
Marketing
Brand management
Media Planning and Advertising

Review of a book; an article; a research

KAPLAN, A. (2012), Virgin America - Taking Social Media and Viral Marketing to New Heights, Case and Teaching Note: Case, European Case Clearing House, European Case Clearing House, 512-004-1 / 512-004-8.
KAPLAN, A. (2014), Social Media and Viral Marketing at ESCP Europe, the World''s First Business School (est. 1819) - Case and Teaching Note, European Case Clearing House, European Case Clearing House, 514-058-1 / 514-058-8.
KAPLAN, A. (2010), From Hell to Sell : Dell's Social Media Strategy, Centrale de Cas et de Médias Pédagogiques, Centrale de Cas et de Médias Pédagogiques, M1674 (GB).
KAPLAN, A. (2011), Public marketing in the City of Lights : Paris's innovative electrical car sharing program 'Autolib', Case and Teaching Note: Teaching Note, European Case Clearing House, European Case Clearing House, 511-011-1 / 511-011-8.
KAPLAN, A. (2010), From Hell to Sell : la stratégie des Médias Sociaux de Dell, Centrale de Cas et de Médias Pédagogiques, M1674.

Conference Proceedings

HAENLEIN, M. and A. KAPLAN (2011), The Birds are Tweeting - and so am I, in: CENTENO E., VELOUTSOU C. (eds.), New Perspective of Contemporary Marketing, ATINER, pp. 193-202 10 p.
KAPLAN, A. (2015), Social Media, in: COOK D. T., RYAN J. M. (Eds.), The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies, Wiley-Blackwell.
KAPLAN, A. (2012), Burger King - Le marketing viral à tout prix ?, in: PRIME N., USUNIER J.-C. (eds), Marketing international : marchés, cultures, organisations, Pearson, pp. 333-336 4 p.
HAENLEIN, M. and A. KAPLAN (2012), Understanding purchasing behavior within virtual worlds, in: LI E.Y., LOH S., EVANS C., LORENZI F. (eds), Organizations and Social Networking : Utilizing Social Media to Engage Consumers, IGI Global, pp. 79-101 82 p.
KAPLAN, A. (2009), Virtuals worlds and business schools, in: WANKEL, C., KINGSLEY, J., Higher education in virtual worlds: Teaching and learning in second life, Emerald, pp. 83-100 18 p.
KAPLAN, A. (2009), Blogging, Facebook, Twitter, in: PEELEN E., JALLAT F., STEVENS E. ; VOLLE P., Gestion de la relation client, Pearson Education, 3e éd., pp. 372-374 3 p.
JALLAT, F. and A. KAPLAN (2010), Développer un marketing en ligne, in: MICHON C. (ed.), Le Marketeur, Pearson Education, 3e éd., pp. 369-390 22 p.
KAPLAN, A. (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, p. 237 1 p.
KAPLAN, A. (2010), User Participation within Virtual Worlds, in: FOGLIATTO F. S., DA SILVEIRA G. J. C., Mass customization : Engineering and Managing Global Operations, Springer, pp. 333-351 19 p.
KAPLAN, A. and M. HAENLEIN (2010), From Real to Virtual and Back Again, in: PAPADOPOULOU P., KANELLIS P., MARTAKOS D., Social Computing Theory and Practice : Interdisciplinary Approaches, IGI Global, pp. 285-300 16 p.
KAPLAN, A. (2014), Facebook, Instagram, Sneakerpedia et compagnie, in: PEELEN E., JALLAT F., STEVENS E., VOLLE P. (eds), Gestion de la relation client, Pearson.
KAPLAN, A. (2014), Social Media, Definition and History, in: ALHAJJ R., ROKNE J. (Eds.), Encyclopedia of Social Network Analysis and Mining, Springer, pp. 1825-1827 3 p.
KAPLAN, A. (2014), Micro-blogs, in: ANG P. H., ROBIN M. (Eds.), International Encyclopedia of Digital Communication & Society, Wiley-Blackwell.
BASCOUL, G. and A. KAPLAN (2009), Communautés et marketing relationnel, in: MICHON C. (ed.), Le marketeur : fondements et nouveautés en marketing, Pearson Education.
BASCOUL, G. and A. KAPLAN (2010), Communautés et marketing relationnel, in: MICHON C. (ed.), Le Marketeur, Pearson Education, 3e éd., pp. 431-450 20 p.
KAPLAN, A. (2016), O Brave New World that has such Creatures in: How Digital Media shape Corporations, Organizations, and Society at Large, in: Grzegorz Mazurek and Jolanta Tkaczyk, The impact of the Digital World on Management and Marketing, Kozminsiki University, Poltext.
KAPLAN, A. (2011), Dell – Social Media is here, in: LEVY M., WEITZ B., Retailing management (8th ed.), McGraw-Hill Higher Education.
KAPLAN, A. (2018), Social Media, Definition and History, in: ALHAJJ R., ROKNE J., Encyclopedia of Social Network Analysis and Mining (2nd edition), Springer.
KAPLAN, A. (2017), Academia Goes Social Media, MOOC, SPOC, SMOC, and SSOC: The digital transformation of Higher Education Institutions and Universities, in: Bikramjit Rishi and Subir Bandyopadhyay, Contemporary Issues in Social Media Marketing, Routledge, 40-50.
KAPLAN, A. (2018), European management and European business schools: Insights from the history of business schools, in: Sabina Siebert, Management Research: European Perspectives, Routledge, 211-225.
KAPLAN, A. (2018), Social Media, in: Barney Warf, The Sage Encyclopedia of the Internet, Sage Publications.
KAPLAN, A. (2018), Towards a Theory of European Business Culture: The Case of Management Education at the ESCP Europe Business School, in: Suder Gabriele, Riviere Monica, Lindeque Johan, The Routledge Companion to European Business, Routledge, 113-124.
KAPLAN, A. and G. MAZUREK (2018), Social Media: State of the Art and Research Agenda, in: Alan Albarran, Bozena Mierzejews, Jaemin Jung, Handbook of Media Management and Economics (2nd edition), Routledge.
PUCCIARELLI, F. and A. KAPLAN (2019), Competition in Higher Education, in: Bang Nguyen, T C Melewar and Jane Hemsley-Brown, Strategic Brand Management in Higher Education, Routledge.

Book

KAPLAN, A. (2012), If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, BUSINESS HORIZONS, 55(2), 129-139.
KAPLAN, A. and M. HAENLEIN (2012), The Britney Spears universe: Social media and viral marketing at its best, BUSINESS HORIZONS, 55(1), 27-31.
HAENLEIN, M. and A. KAPLAN (2012), The impact of unprofitable customer abandonment on current customers' exit, voice, and loyalty intentions: An empirical analysis, JOURNAL OF SERVICES MARKETING, 26(6), 458-470.
KAPLAN, A. (2012), Social Media wird mobil : Grundlagen, Gebrauch und Gestaltung mobiler sozialer Medien, MARKETING REVIEW ST. GALLEN, 4, 16-20.
KAPLAN, A. (2014), European management and European business schools: Insights from the history of business schools, EUROPEAN MANAGEMENT JOURNAL, 32(4), 529-534.
HAENLEIN, M., KAPLAN, A. and D. SCHODER (2006), Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value, JOURNAL OF MARKETING, vol. 70, issue 3, pp 5-20 16 p.
HAENLEIN, M., KAPLAN, A. and A. BEESER (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.
HAENLEIN, M. and A. KAPLAN (2009), Unprofitable customers and their management, BUSINESS HORIZONS, Vol. 52, Issue 1, pp. 89-97 8 p.
KAPLAN, A. and M. HAENLEIN (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.
KAPLAN, A., SCHODER, D. and M. HAENLEIN (2007), Factors Influencing the Adoption of Mass Customization: The Impact of Base Category Consumption Frequency and Need Satisfaction, JOURNAL OF PRODUCT INNOVATION MANAGEMENT (THE), Vol. 24, Issue 2, pp.101-116 16 p.
KAPLAN, A. and M. HAENLEIN (2006), Toward a Parsimonious Definition of Traditional and Electronic Mass Customization, JOURNAL OF PRODUCT INNOVATION MANAGEMENT (THE), Vol. 23, Issue 2, pp 168-182 15 p.
HAENLEIN, M. and A. KAPLAN (2008), Des clients à deux vitesses, DM - DECISIONS MARKETING, n° 51, pp. 77-81 5 p.
KAPLAN, A. and M. HAENLEIN (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. and M. HAENLEIN (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. and A. KAPLAN (2004), A beginner's guide to partial least squares (PLS) analysis, UNDERSTANDING STATISTICS, Vol. 3, Issue 4, pp. 283-297 15 p.
HAENLEIN, M. and A. KAPLAN (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, RAM - RECHERCHE ET APPLICATIONS EN MARKETING, Vol. 24, n° 3, pp. 57-80 24 p.
KAPLAN, A. and M. HAENLEIN (2009), Utilisation et potentiel commercial des hyperréalités: Une analyse qualitative de Second Life, REVUE FRANCAISE DU MARKETING, n° 222, pp. 69-81 13 p.
KAPLAN, A. and M. HAENLEIN (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.
HAENLEIN, M. and A. KAPLAN (2009), Flagship brand stores within virtual worlds: The impact of virtual store exposure on real life band attitudes and purchase intent, RAM - RECHERCHE ET APPLICATIONS EN MARKETING, Vol. 24, Issue 3, pp. 57-80 24 p.
KAPLAN, A. and M. HAENLEIN (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. and M. HAENLEIN (2009), Rapprochement entre le marketing et l'administration publique: Vers une compréhension globale du potentiel du marketing public, REVUE FRANCAISE DU MARKETING, n° 224, pp. 49-66 18 p.
KAPLAN, A. and M. HAENLEIN (2009), Utilisation et potentiel commercial des hyperréalités : une analyse qualitative de second life, REVUE FRANCAISE DU MARKETING, n° 222, pp 69-81 13 p.
HAENLEIN, M. and A. KAPLAN (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.
KAPLAN, A. and M. HAENLEIN (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.
KAPLAN, A. and M. HAENLEIN (2011), Investigation of differences in diffusion between positive and negative Word-of-Mouth, ADVANCES IN CONSUMER RESEARCH, Vol. 38, Issue 1.
HAENLEIN, M. and A. KAPLAN (2011), The abandonment of unprofitable customer relationships: An analysis of emotional reactions, ADVANCES IN CONSUMER RESEARCH, Vol .38, Issue 1.
HAENLEIN, M. and A. KAPLAN (2011), Evaluating the consequences of abandoning unprofitable customers: A comparison of direct and indirect abandonment strategies, ZEITSCHRIFT FUR BETRIEBSWIRTSCHAFT, Vol. 81, Issue 2, pp. 77-94 15 p.
HAENLEIN, M. and A. KAPLAN (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. and M. HAENLEIN (2011), Two hearts in three-quarter time: How to waltz the social media/viral marketing dance, BUSINESS HORIZONS, Vol. 54, Issue 3, pp. 253-263 11 p.
KAPLAN, A. and M. HAENLEIN (2012), Social media: back to the roots and back to the future, JOURNAL OF INFORMATION TECHNOLOGY, 14(2), 101-104.
KAPLAN, A. and M. HAENLEIN (2011), Editorial : Les médias sociaux sont définitivement devenus une réalité, RAM - RECHERCHE ET APPLICATIONS EN MARKETING, Vol. 26, n° 3, pp. 3-5 3 p.
KAPLAN, A. and M. HAENLEIN (2014), Collaborative projects (social media application): About Wikipedia, the free encyclopedia, BUSINESS HORIZONS, 57(5), 617-626.
DEIGHTON, J., FADER, P., HAENLEIN, M., KAPLAN, A., LIBAI, B. and E. MULLER (2011), Médias sociaux et entreprise, une route pleine de défis, RAM - RECHERCHE ET APPLICATIONS EN MARKETING, Vol. 26, n° 3, pp. 117-124 8 p.
PETER, K., CHEN, Y., KAPLAN, A., OGNIBENI, B. and K. PAUWELS (2013), Social Media Metrics – A Framework and Guidelines for Managing Social Media, JOURNAL OF INTERACTIVE MARKETING, 27(4), 281-298.
SCHODER, D., SICK, S., PUTZKE, J. and A. KAPLAN (2006), Mass customization in the newspaper industry. Consumers' attitudes toward individualized media innovations, INTERNATIONAL JOURNAL ON MEDIA MANAGEMENT (THE), Vol. 8, Issue 1, pp.9-18 10p.
KAPLAN, A. (2015), Social media, the digital revolution, and the business of media, INTERNATIONAL JOURNAL ON MEDIA MANAGEMENT (THE), 17(4), 197-199.
PUCCIARELLI, F. and A. KAPLAN (2016), Competition and strategy in higher education: Managing complexity and uncertainty, BUSINESS HORIZONS, 59(3), 311-320.
KAPLAN, A. and M. HAENLEIN (2016), Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster, BUSINESS HORIZONS, 59(4), 441-450.
KAPLAN, A. (2016), Comment les entreprises peuvent-elles se protéger du bad buzz ?, HARVARD BUSINESS REVIEW FRANCE - CHRONIQUES D'EXPERTS, hors-série, 78.
PUCCIARELLI, F. and A. KAPLAN (2018), Le Università Europee oggi: sfide e nuove strategie, ECONOMIA & MANAGEMENT, gennaio/febbraio, n.1, 85-95.
KAPLAN, A. (2018), “A School is a Building that Has 4 Walls - with Tomorrow Inside”: Toward the Reinvention of the Business School, BUSINESS HORIZONS, 61(4), 599-608.
KAPLAN, A. and M. HAENLEIN (2019), Siri, Siri in my Hand, who is the Fairest in the Land? On the Interpretations, Illustrations and Implications of Artificial Intelligence, BUSINESS HORIZONS, 62(1), 15-25.

Chapter

KAPLAN, A. (2006), Factors influencing the adoption of mass customization: Determinants, moderating variables and cross-national generalizability, Goettingen, Cuvillier.
LOEBBECKE, C. and A. KAPLAN (2003), Global media management research, Cologne, University of Cologne.
KAPLAN, A. (2015), European business and management (Vol. 1) – Cultural specificities and cross-cultural commonalities, Sage.
KAPLAN, A. (2015), European business and management (Vol. 2) – Business ethics and corporate social responsibility, Sage.
KAPLAN, A. (2015), European business and management (Vol. 3) – Contextual diversity and interdisciplinary aspects, Sage.
KAPLAN, A. (2015), European business and management (Vol. 4) – Business education and scholarly research, Sage.
TUTEN, T., SOLOMON, M. and A. KAPLAN (2019), Marketing des médias sociaux, Pearson.

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