Andreas Kaplan

Andreas M. Kaplan
Andreas M. Kaplan
Born (1977-10-05) October 5, 1977 (age 49)
Munich, Germany
Academic background
EducationÉcole Nationale d'Administration, ESCP, HEC Paris, INSEAD, LMU Munich; Sorbonne; University of Cologne
Academic work
DisciplineDigital Transformation; Marketing
InstitutionsESCP Business School

Andreas Marcus Kaplan (born October 5, 1977) is a professor of digital transformation and university administrator. He is president of Kühne Logistics University in Hamburg. Previously, he held academic leadership positions at ESCP, including as rector and dean of its business schools in Berlin and Paris. His research has addressed social media, artificial intelligence, digital transformation, and higher education.

Education and career

Kaplan was born in Munich, Germany. He studied at LMU Munich, ESCP Business School, and the École nationale d'administration. He completed a doctorate at the University of Cologne and HEC Paris, and obtained his Habilitation at the Sorbonne.

Kaplan held teaching positions at ESSEC Business School and Sciences Po Paris before joining ESCP Business School as a professor of marketing in 2008. At ESCP, he later served as academic director/provost before he became rector in Berlin and later dean in Paris. He joined KLU as president, managing director, and professor of digital transformation in 2023.

Research

Kaplan's early research addressed mass customization, innovation, customer lifetime valuation, and relationship marketing. His later work has examined social media, artificial intelligence, digital transformation, virtual reality, and higher education. As of August 2026, Kaplan’s work had received around 70,000 citations on Google Scholar.

Kaplan co-authored the 2010 article "Users of the World, Unite! The Challenges and Opportunities of Social Media" with Michael Haenlein. A bibliometric review identified it as the most-cited publication in the social-media literature examined by the authors, while another described its classification of social media as a central reference in research on Facebook.

Kaplan has also published on artificial intelligence. His 2019 article "Siri, Siri, in My Hand" proposed a definition and classification of AI and examined its implications for organizations. A 2022 article co-authored with Praveen Kopalle and others examined AI in international marketing at the levels of countries, companies, and consumers.

His work on higher education has addressed competition between universities, online teaching formats, and the effects of digitalization on academic institutions.

Kaplan is on the editorial boards of the California Management Review, The International Journal on Media Management, and the Journal of Global Fashion Marketing. Kaplan was included in a citation-impact database compiled by John P. A. Ioannidis and colleagues, in which his citation metrics fell within the top 2% of scientists worldwide.

European Parliament Brussels: Nicole Fontaine, Andreas Kaplan, Odile Quintin
Académie de Berlin: Ulrich Wickert, François Villeroy de Galhau, Andreas Kaplan

European management and higher education

Kaplan has written about European management, business education, digitalization, and European integration. In a 2014 article in the European Management Journal, he characterized Europe as having “maximum cultural diversity at minimal geographical distances” and described European management as a cross-cultural and societally oriented approach drawing on interdisciplinary principles. He subsequently edited the four-volume reference work European Business and Management, addressing cultural differences and commonalities, business ethics, interdisciplinary approaches, and management education in Europe. His writing on European higher education has examined digital teaching formats and the effects of technological change on universities. In a 2019 commentary, he argued that higher education could contribute to reducing Europe's relative disadvantage in artificial intelligence, big data, and digitalization. Kaplan has also written about European identity and the communication of EU institutions. In articles for Prospect and The Conversation, he argued that European institutions should communicate their benefits in a less technocratic and more citizen-oriented manner and that education, media, and cultural initiatives could contribute to a shared European identity. In 2025, he contributed the chapter “Für ein vereintes, vertrautes Europa” to an edited volume on the future of Europe by former European Parliament president Hans-Gert Pöttering.

Publications

Papers

Books

References

  1. 1 2 Wolf, Lisa (9 March 2023). "Andreas Kaplan New President of Kühne Logistics University" (Press release). Kühne Logistics University. Retrieved 3 August 2026 – via Informationsdienst Wissenschaft.
  2. ↑ "Universities Must Measure Skills—Or Get Left Behind". Harvard Business Impact. 2 July 2026. Retrieved July 22, 2026.
  3. 1 2 3 "Andreas Kaplan". Kühne Logistics University. Retrieved 22 July 2026.
  4. 1 2 "Andreas Kaplan appointed Dean of ESCP's Paris campus". ESCP Business School. 4 January 2021. Retrieved 22 July 2026.
  5. ↑ Jamil, Mohammad (November 14, 2013). "How Has Social Media Changed Us". The Nation. Retrieved April 23, 2019.
  6. ↑ Kaplan, Andreas (February 1, 2024). "Rethinking How Universities Find Their Next Leader". Harvard Business Impact. Retrieved July 22, 2026.
  7. ↑ "Andreas Kaplan appointed Dean of ESCP Paris campus to prepare the emergence of a European federal governance structure". Retrieved July 23, 2026.
  8. ↑ "Prof. Dr. Andreas M. Kaplan". Retrieved July 23, 2026.
  9. ↑ "Berlin: start-up capital's appeal growing". Retrieved July 23, 2026.
  10. ↑ "Nomination : Un nouveau directeur pour les campus parisiens d'ESCP BS". Retrieved July 23, 2026.
  11. ↑ "Google Scholar Count".
  12. ↑ Kaplan, Andreas M.; Haenlein, Michael (2010). "Users of the World, Unite! The Challenges and Opportunities of Social Media". Business Horizons. 53 (1): 59–68. doi:10.1016/j.bushor.2009.09.003.
  13. ↑ Mensah, Anthony Kofi; Agbedemnab, Peter Awonnatemi; Asiedu, Nasir Koranteng (2025). "The Twenty-First Century Social Media Research: A Bibliometric Review". International Journal of Information Science and Management. 23 (2): 123–151. doi:10.22034/ijism.2025.2013374.1273.
  14. ↑ Khorshidi, Mohammad Sadegh; Merigó, José M.; Beydoun, Ghassan (2025). "Academic Research on Facebook: A Bibliometric Review". Social Network Analysis and Mining. 15 109. doi:10.1007/s13278-025-01526-8.
  15. ↑ 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 (1): 15–25. doi:10.1016/j.bushor.2018.08.004.
  16. ↑ Kopalle, Praveen K.; Gangwar, Manish; Kaplan, Andreas; Ramachandran, Divya; Reinartz, Werner; Rindfleisch, Aric (2022). "Examining Artificial Intelligence Technologies in Marketing via a Global Lens: Current Trends and Future Research Opportunities". International Journal of Research in Marketing. 39 (2): 522–540. doi:10.1016/j.ijresmar.2021.11.002.
  17. ↑ Pucciarelli, Francesca; Kaplan, Andreas M. (2016). "Competition and Strategy in Higher Education: Managing Complexity and Uncertainty". Business Horizons. 59 (3): 311–320. doi:10.1016/j.bushor.2016.01.003.
  18. ↑ Kaplan, Andreas M.; Haenlein, Michael (2016). "Higher Education and the Digital Revolution: About MOOCs, SPOCs, Social Media, and the Cookie Monster". Business Horizons. 59 (4): 441–450. doi:10.1016/j.bushor.2016.03.008.
  19. ↑ "California Management Journal". California Management Review. Retrieved 2026-07-22.
  20. ↑ "International Journal on Media Management". International Journal on Media Management. Retrieved 2026-07-22.
  21. ↑ "Journal of Global Fashion Marketing". Taylor & Francis. Archived from the original on 2023-06-30. Retrieved 2026-02-04.
  22. ↑ Ioannidis, John P. A.; Baas, Jeroen; Klavans, Richard; Boyack, Kevin W. (2019). "A standardized citation metrics author database annotated for scientific field". PLOS Biology. 17 (8) e3000384. doi:10.1371/journal.pbio.3000384. PMC 6699798. PMID 31404057.
  23. ↑ Kaplan, Andreas M. (2014). "European Management and European Business Schools: Insights from the History of Business Schools". European Management Journal. 32 (4): 529–534. doi:10.1016/j.emj.2014.03.006.
  24. ↑ Kaplan, Andreas, ed. (2015). European Business and Management. SAGE Publications. ISBN 978-1-4739-2514-4.
  25. ↑ Kaplan, Andreas M.; Haenlein, Michael (2016). "Higher Education and the Digital Revolution: About MOOCs, SPOCs, Social Media, and the Cookie Monster". Business Horizons. 59 (4): 441–450. doi:10.1016/j.bushor.2016.03.008.
  26. ↑ Kaplan, Andreas (7 February 2019). "Numérique : peut-on encore combler le retard européen ?". La Tribune (in French). Retrieved 3 August 2026.
  27. ↑ Kaplan, Andreas (16 January 2018). "Make Europe Sexy Again: How an Image Makeover Could Improve the Fortunes of the EU". Prospect. Retrieved 3 August 2026.
  28. ↑ Kaplan, Andreas (31 October 2017) [15 October 2017]. "How Can the European Union Be More Meaningful for Its Citizens?". Europe Street News. Originally published by The Conversation. Retrieved 3 August 2026.
  29. ↑ Kaplan, Andreas (2025). "Für ein vereintes, vertrautes Europa". In Pöttering, Hans-Gert (ed.). Europa, bleibe wachsam und werde stark! Plädoyer für Freiheit und Einheit unseres Kontinents (in German) (2nd ed.). Herder. pp. 411–417. ISBN 978-3-451-07339-7.