Andreas Marcus Kaplan (born October 5, 1977) is
Professor
Professor (commonly abbreviated as Prof.) is an Academy, academic rank at university, universities and other post-secondary education and research institutions in most countries. Literally, ''professor'' derives from Latin as a "person who pr ...
of
Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
at the
ESCP Business School
ESCP Business School (french: École Supérieure de Commerce de Paris) is a French business school and ''grande école'' founded in Paris and based across Europe with campuses in Paris, Berlin, London, Madrid, Turin, and Warsaw. It is consist ...
. He is specialized in the areas of
social media
Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...
,
viral marketing
Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way tha ...
, and the digital world in general.
Life
Kaplan was born on October 5, 1977, and grew up in
Munich
Munich ( ; german: München ; bar, Minga ) is the capital and most populous city of the States of Germany, German state of Bavaria. With a population of 1,558,395 inhabitants as of 31 July 2020, it is the List of cities in Germany by popu ...
,
Germany
Germany,, officially the Federal Republic of Germany, is a country in Central Europe. It is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwe ...
. His mother is Anneliese Kaplan (dressmaker) and his father is Vincenc Kaplan (locksmith).
Professor Kaplan holds a
Master of Public Administration
The Master of Public Administration (M.P.Adm., M.P.A., or MPA) is a specialized higher professional post graduate degree in public administration, similar/ equivalent to the Master of Business Administration but with an emphasis on the issues of ...
from the
École nationale d'administration
The École nationale d'administration (generally referred to as ENA, en, National School of Administration) was a French ''grande école'', created in 1945 by President of France, President Charles de Gaulle and principal author of the Constitu ...
, an
M.Sc.
A Master of Science ( la, Magisterii Scientiae; abbreviated MS, M.S., MSc, M.Sc., SM, S.M., ScM or Sc.M.) is a master's degree in the field of science awarded by universities in many countries or a person holding such a degree. In contrast to ...
from
ESCP Business School
ESCP Business School (french: École Supérieure de Commerce de Paris) is a French business school and ''grande école'' founded in Paris and based across Europe with campuses in Paris, Berlin, London, Madrid, Turin, and Warsaw. It is consist ...
, and a
B.Sc.
A Bachelor of Science (BS, BSc, SB, or ScB; from the Latin ') is a bachelor's degree awarded for programs that generally last three to five years.
The first university to admit a student to the degree of Bachelor of Science was the University of ...
from the
Ludwig Maximilian University of Munich
The Ludwig Maximilian University of Munich (simply University of Munich or LMU; german: Ludwig-Maximilians-Universität München) is a public research university in Munich, Germany. It is Germany's sixth-oldest university in continuous operatio ...
. He completed his
Habilitation
Habilitation is the highest university degree, or the procedure by which it is achieved, in many European countries. The candidate fulfills a university's set criteria of excellence in research, teaching and further education, usually including a ...
at the
Sorbonne
Sorbonne may refer to:
* Sorbonne (building), historic building in Paris, which housed the University of Paris and is now shared among multiple universities.
*the University of Paris (c. 1150 – 1970)
*one of its components or linked institution, ...
and his Ph.D. at the
University of Cologne
The University of Cologne (german: Universität zu Köln) is a university in Cologne, Germany. It was established in the year 1388 and is one of the most prestigious and research intensive universities in Germany. It was the sixth university to ...
in cooperation with
HEC Paris
HEC Paris (french: École des hautes études commerciales de Paris) is a business school, and one of the most prestigious and selective grandes écoles, located in Jouy-en-Josas, France. HEC offers Master in Management, MSc International Fi ...
. Kaplan was visiting Ph.D. at
INSEAD
INSEAD, a contraction of "Institut Européen d'Administration des Affaires" () is a non-profit business school that maintains campuses in Europe ( Fontainebleau, France), Asia (Singapore), the Middle East (Abu Dhabi, UAE), and North America (San ...
and participated in the International Teachers Programme at the
Kellogg School of Management
The Kellogg School of Management at Northwestern University (also known as Kellogg) is the business school of Northwestern University, a private research university in Evanston, Illinois. Founded in 1908, Kellogg is one of the oldest and most p ...
,
Northwestern University
Northwestern University is a private research university in Evanston, Illinois. Founded in 1851, Northwestern is the oldest chartered university in Illinois and is ranked among the most prestigious academic institutions in the world.
Charte ...
.
Before joining ESCP Business School, Kaplan started his career as marketing professor at the
ESSEC Business School
The École Supérieure des Sciences Economiques et Commerciales (more commonly ESSEC Business School or ESSEC) is a major French business and management school, with non-profit association status (French association law of 1901) founded in 1907 ...
and
Sciences Po Paris
, motto_lang = fr
, mottoeng = Roots of the Future
, type = Public research university''Grande école''
, established =
, founder = Émile Boutmy
, accreditation ...
.
Kaplan currently has the Dean's position of ESCP Business School
Paris
Paris () is the capital and most populous city of France, with an estimated population of 2,165,423 residents in 2019 in an area of more than 105 km² (41 sq mi), making it the 30th most densely populated city in the world in 2020. S ...
,
Sorbonne
Sorbonne may refer to:
* Sorbonne (building), historic building in Paris, which housed the University of Paris and is now shared among multiple universities.
*the University of Paris (c. 1150 – 1970)
*one of its components or linked institution, ...
Alliance. Previously, he was the
Rector
Rector (Latin for the member of a vessel's crew who steers) may refer to:
Style or title
*Rector (ecclesiastical), a cleric who functions as an administrative leader in some Christian denominations
*Rector (academia), a senior official in an edu ...
of ESCP Berlin, acted as the School's
Dean
Dean may refer to:
People
* Dean (given name)
* Dean (surname), a surname of Anglo-Saxon English origin
* Dean (South Korean singer), a stage name for singer Kwon Hyuk
* Dean Delannoit, a Belgian singer most known by the mononym Dean
Titles
* ...
for Academic Affairs/
Provost and before as its Director of
Brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
and
Communications
Communication (from la, communicare, meaning "to share" or "to be in relation with") is usually defined as the transmission of information. The term may also refer to the message communicated through such transmissions or the field of inquir ...
. Moreover, Kaplan was elected Head of the Faculty's marketing department.
Kaplan is founding member of the European Center for Digital Competitiveness. He is fellow of the
St George's House (Windsor Castle)
St George's House, based in the grounds of Windsor Castle, is a British organisation committed to ''"effecting change for the better by nurturing wisdom through dialogue"''.
Founded in 1966 by the Prince Philip, Duke of Edinburgh and the then De ...
, and member of
Kozminski University
Kozminski University (formerly known as ''Leon Kozminski Academy of Entrepreneurship and Management''; in Polish, ''Akademia Leona Koźmińskiego'') is a private, non profit business school in Warsaw, Poland, and is considered to be
"Poland’s ...
’s Executive Education Advisory Board.
Particularly interested in the future of
management
Management (or managing) is the administration of an organization, whether it is a business, a nonprofit organization, or a government body. It is the art and science of managing resources of the business.
Management includes the activities o ...
education in
Europe
Europe is a large peninsula conventionally considered a continent in its own right because of its great physical size and the weight of its history and traditions. Europe is also considered a Continent#Subcontinents, subcontinent of Eurasia ...
and the general
business school
A business school is a university-level institution that confers degrees in business administration or management. A business school may also be referred to as school of management, management school, school of business administration, o ...
landscape, Kaplan has furthermore written articles treating
European management European management is defined as "cross-cultural, societal management based on an interdisciplinary approach" and has three characteristics:
# A European management approach needs to take into account the various cultures across Europe and how the ...
as well as higher education and their future evolution, notably with the digitization of the sector due to the arrival of
MOOCs
A massive open online course (MOOC ) or an open online course is an online course aimed at unlimited participation and open access via the Web. In addition to traditional course materials, such as filmed lectures, readings, and problem sets, man ...
and SPOCs. Defining Europe as holding “maximum cultural diversity at minimal geographical distances“, Kaplan is a strong advocate of
cross-cultural Cross-cultural may refer to
*cross-cultural studies, a comparative tendency in various fields of cultural analysis
*cross-cultural communication, a field of study that looks at how people from differing cultural backgrounds communicate
*any of vari ...
management education. He furthermore is in favor of an
EU commissioner
A commissioner (commonly abbreviated as Comm'r) is, in principle, a member of a commission or an individual who has been given a commission (official charge or authority to do something).
In practice, the title of commissioner has evolved to in ...
for happiness. Kaplan has teaching experience in top-tier schools and universities such as
Harvard University
Harvard University is a private Ivy League research university in Cambridge, Massachusetts. Founded in 1636 as Harvard College and named for its first benefactor, the Puritan clergyman John Harvard, it is the oldest institution of higher le ...
, Sciences Po Paris, and
Tsinghua University
Tsinghua University (; abbreviation, abbr. THU) is a National university, national Public university, public research university in Beijing, China. The university is funded by the Ministry of Education of the People's Republic of China, Minis ...
.
Research
Kaplan started doing research in the areas of
mass customization
In marketing, manufacturing, call centre operations, and management, mass customization makes use of flexible computer-aided systems to produce custom output. Such systems combine the low unit costs of mass production processes with the flexibility ...
,
innovation
Innovation is the practical implementation of ideas that result in the introduction of new goods or services or improvement in offering goods or services. ISO TC 279 in the standard ISO 56000:2020 defines innovation as "a new or changed entity ...
,
customer lifetime valuation, and
relationship marketing. Since then, his research mainly deals with analyzing and decrypting the digital sphere. With more than 37,000 citations on
Google Scholar
Google Scholar is a freely accessible web search engine that indexes the full text or metadata of scholarly literature across an array of publishing formats and disciplines. Released in beta in November 2004, the Google Scholar index includes p ...
, Kaplan was counted amongst the Top 50 Business and Management authors in the world according to
John Wiley & Sons
John Wiley & Sons, Inc., commonly known as Wiley (), is an American multinational publishing company founded in 1807 that focuses on academic publishing and instructional materials. The company produces books, journals, and encyclopedias, in p ...
. In 2020, Andreas Kaplan ranked in a Stanford study of the world's top 2% of scientists. Kaplan received the annual Best Article Award from ''Business Horizons'', sponsored by
Elsevier
Elsevier () is a Dutch academic publishing company specializing in scientific, technical, and medical content. Its products include journals such as ''The Lancet'', ''Cell'', the ScienceDirect collection of electronic journals, '' Trends'', th ...
, 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 25,000 times on Google Scholar and over 6,000 times in
Scopus
Scopus is Elsevier's abstract and citation database launched in 2004. Scopus covers nearly 36,377 titles (22,794 active titles and 13,583 inactive titles) from approximately 11,678 publishers, of which 34,346 are peer-reviewed journals in top-l ...
) 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
Management (or managing) is the administration of an organization, whether it is a business, a nonprofit organization, or a government body. It is the art and science of managing resources of the business.
Management includes the activities o ...
to
engineering
Engineering is the use of scientific method, scientific principles to design and build machines, structures, and other items, including bridges, tunnels, roads, vehicles, and buildings. The discipline of engineering encompasses a broad rang ...
,
psychology
Psychology is the scientific study of mind and behavior. Psychology includes the study of conscious and unconscious phenomena, including feelings and thoughts. It is an academic discipline of immense scope, crossing the boundaries betwe ...
, or
neuroscience
Neuroscience is the scientific study of the nervous system (the brain, spinal cord, and peripheral nervous system), its functions and disorders. It is a multidisciplinary science that combines physiology, anatomy, molecular biology, development ...
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
MOOC
A massive open online course (MOOC ) or an open online course is an online course aimed at unlimited participation and open access via the Web. In addition to traditional course materials, such as filmed lectures, readings, and problem sets, m ...
s and SPOCs, as well as in the area of artificial intelligence. Kaplan is on the editorial board of the Journal of Global Fashion Marketing.
Publications
Papers
* Kaplan Andreas, Haenlein Michael, Schoder Detlef (2006) Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value,
Journal of Marketing
The ''Journal of Marketing'' is a bimonthly scholarly journal that publishes peer-reviewed research in marketing. It is published by the American Marketing Association. Established in 1936, It is the fourth-oldest major journal covering marketing ...
, 70(3), 5–20
* Kaplan A.M., Haenlein M. (2006) Toward a Parsimonious Definition of Traditional and Electronic Mass Customization,
Journal of Product Innovation Management
The ''Journal of Product Innovation Management'' is a bimonthly peer-reviewed academic journal published by Wiley-Blackwell on behalf of the Product Development and Management Association. The current editors-in-chief are Jelena Spanjol (Ludwig-Ma ...
, 23(2), 168–182
* 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. (2011) Two hearts in 3/4 time: How to waltz the Social Media – Viral Marketing dance, Business Horizons, 54(3), 253–263
* 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 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 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 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. (2014) European Management and European Business Schools: Insights from the History of Business Schools, European Management Journal, 32(4), 529-534.
*
* 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 M., Haenlein Michael (2016) Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster, Business Horizons, Volume 59.
* Kaplan Andreas (2018) “A School is a Building that Has 4 Walls - with Tomorrow Inside”: Toward the Reinvention of the Business School, Business Horizons.
*
*
Books
*
*
*
*Kaplan Andreas (October 2015) European business and management.
Sage Publications Ltd., London.
**(Vol. I) – Cultural specificities and cross-cultural commonalities
**(Vol. II) – Business ethics and corporate social responsibility
**(Vol. III) – Contextual diversity and interdisciplinary aspects
**(Vol. IV) – Business education and scholarly research
*Kaplan Andreas: Academia Goes Social Media, MOOC, SPOC, SMOC, and SSOC: The digital transformation of Higher Education Institutions and Universities, in Bikramjit Rishi and Subir Bandyopadhyay (eds.), Contemporary Issues in Social Media Marketing,
Routledge
Routledge () is a British multinational publisher. It was founded in 1836 by George Routledge, and specialises in providing academic books, journals and online resources in the fields of the humanities, behavioural science, education, law, and ...
, 2018
*Tuten T., Solomon M., Kaplan A.M. (2019) Marketing des médias sociaux, Pearson, Paris.
References
External links
Biography – ESCP WebsiteComplete publication list
{{DEFAULTSORT:Kaplan, Andreas
German business theorists
German educators
Business educators
Living people
Marketing theorists
1977 births
Writers from Munich
École nationale d'administration alumni
ESCP Europe alumni
Ludwig Maximilian University of Munich alumni
University of Cologne alumni
Pantheon-Sorbonne University alumni
HEC Paris alumni
University of Paris alumni
French university and college faculty deans