Andreas Kaplan

Andreas Marcus Kaplan (born October 5, 1977) is Professor of Marketing at the ESCP Business School.[1] He is specialized in the areas of social media, viral marketing, and the digital world in general.[2] Kaplan currently has the rector's position of ESCP Business School Berlin.[3][4] Previously, he acted as the School's Dean for Academic Affairs / Provost and before as its Director of Brand and Communications.[5] Moreover, Kaplan was elected Head of the Faculty's marketing department.[6]

Andreas M. Kaplan
Andreas Kaplan C8.jpg
Andreas M. Kaplan
Born5 October 1977
Career information
InstitutionESCP Business School
Alma materÉcole Nationale d'Administration, ESCP, HEC Paris, Ludwig Maximilian University of Munich; Sorbonne; University of Cologne


Kaplan was born on October 5, 1977, and grew up in Munich, Germany. His mother is Anneliese Kaplan (dressmaker) and his father is Vincenc Kaplan (locksmith).[7][better source needed]

Professor Kaplan holds a Master of Public Administration from the École Nationale d'Administration, an MSc from ESCP Business School, 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.[8]

Before joining ESCP Europe, Kaplan started his career as marketing professor at the ESSEC Business School and Sciences Po Paris.[9]

Kaplan is founding member of the European Center for Digital Competitiveness.[10]

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.[11] Defining Europe as holding “maximum cultural diversity at minimal geographical distances“, Kaplan is a strong advocate of cross-cultural management education.[12] He furthermore is in favor of an EU commissioner for happiness.[13]


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 24 000 citations on Google Scholar,[14] Professor Kaplan was counted amongst the Top 50 Business and Management authors in the world according to John Wiley & Sons.[15] 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".[16] 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 17,000 times on Google Scholar[17] and over 5,000 times in Scopus[18]) 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.[19]

More recent research deals with the influence of the digital sphere on higher education such as the arrival of MOOCs and SPOCs,[20] as well as in the area of artificial intelligence.[21]

European Parliament Brussels: Nicole Fontaine, Andreas Kaplan, Odile Quintin



  • Kaplan Andreas, Haenlein Michael, Schoder Detlef (2006) Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value, Journal of 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, 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.
  • Kaplan, Andreas; Haenlein, Michael (September–October 2014), "Collaborative projects (social media application): About Wikipedia, the free encyclopedia", Business Horizons, 57 (5): 617–626, doi:10.1016/j.bushor.2014.05.004
  • 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.
  • Kaplan, Andreas; Haenlein, Michael (2019), "Siri, Siri in my Hand, who's the Fairest in the Land? On the Interpretations, Illustrations and Implications of Artificial Intelligence", Business Horizons, 62: 15–25, doi:10.1016/j.bushor.2018.08.004
  • Kaplan, Andreas; Haenlein, Michael (2020), "Rulers of the world, unite! The challenges and opportunities of artificial intelligence", Business Horizons, 63: 37–50, doi:10.1016/j.bushor.2019.09.003


  • Kaplan Andreas (October 2015) European business and management. Sage Publications Ltd., London. ISBN 9781473925144
    • (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, 2018 ISBN 9781317193982
  • Tuten T., Solomon M., Kaplan A.M. (2019) Marketing des médias sociaux, Pearson, Paris.


  1. ^ "Tales, Myths and Fairytales of Artificial Intelligence: Clarification and Decryption". California Management Review. Retrieved 2019-12-06.
  2. ^ Jamil, Mohammad (November 14, 2013). "How Has Social Media Changed Us". The Nation. Retrieved April 23, 2019.
  3. ^ "Berlin: start-up capital's appeal growing". Financial Times.
  4. ^ "Prof. Dr. Andreas Kaplan". French German Business Forum. Retrieved 2019-12-06.
  5. ^ "German Digitalization Consumer Report 2014, Social Media Think Lab". Retrieved December 6, 2019.
  6. ^ "Biography Andreas Kaplan". ESCP Business School. Retrieved 2019-12-06.
  7. ^ "Marquis Who's Who in the World". Marquis Who's Who.(subscription required)
  8. ^ "Biography Andreas Kaplan". ESCP Business School. Retrieved 2019-12-06.
  9. ^ "German Digitalization Consumer Report 2014, Social Media Think Lab". Retrieved December 6, 2019.
  10. ^ "An Ethical Approach to AI is an Absolute Imperative". Retrieved December 17, 2019.
  11. ^ Andreas Kaplan, Michael Haenlein: Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster In: Business Horizons. 59, 2016, S. 441, doi:10.1016/j.bushor.2016.03.008.
  12. ^ Andreas Kaplan: European management and European business schools: Insights from the history of business schools. In: European Management Journal. 32, 2014, S. 529, doi:10.1016/j.emj.2014.03.006.
  13. ^ "How can the European Union be more meaningful for its citizens?".
  14. ^ "Google Scholar Count".
  15. ^ "From Users of the World, Unite! to Rulers of the World, Unite!". Press release. ESCP. November 29, 2019. Retrieved 2019-12-01.
  16. ^ "Mobile Social Media: Professor Andreas Kaplan receives Best Article Award 2012 from Business Horizons". Press release. ESCP Europe. February 12, 2013. Archived from the original on 2017-10-18. Retrieved 2013-02-14.
  17. ^ "Google Scholar Count: Users of the World, Unite!".
  18. ^ "Scopus Count: Users of the World, Unite!".
  19. ^ ""Users of the world, unite!" most downloaded paper of approximately 13.4 million articles - Top 50 Business & Management Authors in the World Kaplan and Haenlein again Ranked First in Science Direct Hottest Article List". Press release. ESCP Europe. June 19, 2014. Archived from the original on 2017-10-18. Retrieved 2016-08-03.
  20. ^ "Europe's digitalisation delay: help via (higher) education". The Conversation. March 6, 2019. Retrieved 2019-12-09.
  21. ^ "Siri, Siri, in my hand: Who's the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence". Business Horizons. November 6, 2018. Retrieved 2019-12-09.

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