Andreas Kaplan

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Andreas M. Kaplan
Born 5 October 1977
Nationality German
Institution ESCP Europe
Field Marketing
Alma mater ESCP Europe

Andreas Marcus Kaplan (born October 5, 1977) is Professor of Marketing at the ESCP Europe Business School. He is specialized in the areas of social media and viral marketing. As part of ESCP Europe's executive committee, Kaplan currently has the position of the School’s Director of Brand and Communications.[1][2]


Kaplan was born on October 5, 1977 and grew up in Munich, Germany. His mother is Anneliese Kaplan and his father Vincenc Kaplan.[3]


Kaplan started his university education with a bachelor in business administration from the Ludwig Maximilian University of Munich before doing his Master in International Management at ESCP Europe. Kaplan did his PhD in the area of innovation and mass customization at the University of Cologne in cooperation with HEC Paris. Kaplan also holds a Master of Public Administration (MPA) from L'École Nationale d'Administration (Promotion République), was visiting Ph.D. at INSEAD and participated in the International Teachers Programme (ITP) at the Kellogg School of Management, Northwestern University. Kaplan did his Habilitation (French post-doctoral qualification for Ph.D. supervisor) at the Pantheon-Sorbonne University.


Kaplan started his career as professor at the ESSEC Business School and Sciences Po Paris. He migrated to his Alma Mater ESCP Europe where he acted as Head of the Marketing Department elected by the School's Marketing faculty. Since 2011 he is the School’s Director of Brand and Communication Europe. Andreas Kaplan is particularly interested in the future of management education and the general business school landscape. Notably, he wrote the article titled "European Management and European Business Schools" defining and exploring management in Europe. Kaplan is part of the steering committee of heSam University, a cluster of 15 well-known institutions for research and higher education in the humanities and social sciences, regrouping approximately 60000 students and 3000 academics.


Kaplan started doing research in the areas of mass customization, innovation, customer lifetime valuation, and relationship marketing. Since then he focuses on analyzing and decrypting social media. In particular his article “Users of the world, unite! The challenges and opportunities of social media” published in Business Horizons co-authored with Michael Haenlein is widely cited (over 3300 times on Google Scholar, over 900 times in Scopus, and over 150 times in Business Source Premier) and known in the field. In 2011, 2012, and 2013 it ranked first in the Science Direct “Top 25 Hottest Articles” [4][5][6] in the category Business, Management, and Accounting. Additionally, in 2013 this article ranked first 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 12.5 million papers in the collection.[7][8] Furthermore, Kaplan received the annual Best Article Award from Business Horizons, sponsored by Elsevier, for his paper “If you love something, let it go mobile: Mobile marketing and mobile social media 4x4”.[9]


  • Kaplan Andreas M. (2014) European Management and European Business Schools: Insights from the History of Business Schools, European Management Journal
  • 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., Haenlein Michael (2012) The Britney Spears universe: Social media and viral marketing at its best, Business Horizons, 55(1), 27–31
  • 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 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 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 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. (2006) Toward a Parsimonious Definition of Traditional and Electronic Mass Customization, Journal of Product Innovation management, 23(2), 168–182
  • 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


  1. ^ "ESCP Europe executive team". ESCP Europe. 
  2. ^ "Andreas Kaplan, directeur de la marque et de la communication Europe d'ESCP Europe". 
  3. ^ "Marquis Who’s Who in the World". Marquis Who's Who. (subscription required)
  4. ^ "Science Direct Top 25 Hottest Articles 2011 – Business, Management, and Accounting". Science Direct. 
  5. ^ "Science Direct Top 25 Hottest Articles 2012 – Business, Management, and Accounting". Science Direct. 
  6. ^ "Science Direct Top 25 Hottest Articles 2013 – Business, Management, and Accounting". Science Direct. 
  7. ^ "Science Direct Top 25 Hottest Articles 2013 – All Categories". Science Direct. 
  8. ^ "One in 12.5 million: Seminal article by Kaplan and Haenlein on social media is the most downloaded paper of 2013". ESCP Europe. 
  9. ^ "Mobile Social Media: Professor Andreas Kaplan receives Best Article Award 2012 from Business Horizons". ESCP Europe. 

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