Andreas Kaplan — Professor of Marketing and Dean at ESCP Business School

Research focus and themes

Kaplan's work explores how digital platforms, networks and emergent communication forms change consumer behavior, brand dynamics and managerial decision-making. Recurring themes include:

• Social media strategies and platform interactions, examining how firms and users co-create value
• Viral marketing and word-of-mouth phenomena across online communities
• Digital transformation of organizations and implications for marketing practice
• Networked communication effects on branding, advertising and public relations

His research aims to connect conceptual frameworks with practitioner concerns, translating academic insights into actionable guidance for managers and educators.

Academic roles and career

Kaplan holds a professorship in Marketing and occupies a senior administrative position as Dean at ESCP Business School. The school operates campuses across Europe, including significant sites in Berlin and Paris. In these roles he contributes to curriculum development, international collaboration and institutional strategy, balancing responsibilities for teaching, research leadership and academic governance.

Publications and impact

He has published extensively in academic journals and edited volumes and his work is frequently cited in discussions of digital marketing and communication. Kaplan's outputs are used in undergraduate and graduate courses and inform both scholarly debate and practical decision-making. He also engages with the professional community through conference presentations and invited talks, highlighting the applied relevance of his findings.

Significance and practical relevance

Kaplan's contributions are valued for clarifying how rapid technological change reshapes marketing practice and higher education. By synthesizing research on platforms, networks and consumer interaction, his work helps managers, educators and policymakers understand opportunities and risks in an increasingly connected economy.