Professor Andreas KAPLAN - ESCP Europe
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Professor Andreas KAPLAN
Main department: Marketing Email: akaplan@escp.eu
Nationality: Allemagne
BIOGRAPHY
Professor Kaplan’s research focuses on analyzing and decrypting the digital world, in particular the areas of social media
and artificial intelligence. With several seminal articles and more than 20,000 citations on Google Scholar, Professor
Kaplan has been counted among the worldwide top 50 business and management authors according to John Wiley &
Sons. Andreas has teaching experience in top-tier schools and universities such as Harvard, Sciences Po Paris, and
Tsinghua University.
With over ten years of leadership experience in higher education, Professor Kaplan currently serves as Dean and Rector of
ESCP Europe Berlin – a position elected by professors, students, and administrative service employees. Previously, he
held positions as Dean for Academic Affairs, Director of Brand and Communications, and elected Head of the Faculty's
marketing department. Kaplan is particularly interested in the future of education impacted by digital transformation,
increased competition, and reduced public funding, and has published extensively in this area in academic and practitioner
journals.
He regularly acts as keynote speaker and presenter at academic and non-academic conferences, seminars, and
workshops. His work is featured in various national and international press and media outlets such as the California
Management Review, Financial Times, Harvard Business Review France, La Tribune, La Repubblica, and the
Süddeutsche Zeitung. His activities as advisor and consultant for a variety of corporations and organizations evolve around
the aforementioned topics.
Kaplan did his Habilitation at the Sorbonne and his Ph.D. at the University of Cologne / HEC Paris. He holds a Master of
Public Administration (MPA) from the École Nationale d'Administration (ENA), an MSc from ESCP Europe Business
School, and a BSc from the University of Munich. Additionally, Prof. Andreas Kaplan was visiting Ph.D. at INSEAD and
participated in the International Teachers Programme (ITP) at the Kellogg School of Management, Northwestern
University.
• Google Scholar
• LinkedIn
• Publications
• Wikipedia
TEACHING DOMAINS
- Communications
- European Business Environment
- Marketing
- Media Planning and Advertising
- Social Media and Viral Marketing
EDUCATION
Highest degree :
12/05/2020 Andreas KAPLAN page 1/102010 French Qualification For PhD Supervisor, University Paris 1 Pantheon-
Sorbonne, France
Aller-Retour du Réel au Virtuel: De la customisation de masse, du marketing
relationnel et des mondes virtuels
2011 International Teachers Program, Kellogg School of Management, United
States
2007 Master in Public Administration, Ecole Nationale d'Administration, France
2005 PhD in Business Administration, University of Cologne & HEC Paris,
Germany
Factors influencing the adoption of mass customization: Determinants,
moderating variables and cross-national generalizability
2002 Master of Science, ESCP Europe, United Kingdom
1999 Bachelor of Business Administration, Ludwig Maximilians Universität,
Germany
PROFESSIONAL EXPERIENCE
Academic experience
Since 2017 Rectorship of the ESCP Europe Berlin Campus, ESCP Europe
2014 - 2017 Dean for Academic Affairs, ESCP Europe
2012 - 2014 Director of Brand & Communications, ESCP Europe
2010 - 2012 Department coordinator, ESCP Europe
INTELLECTUAL CONTRIBUTIONS
Peer-reviewed Articles
KAPLAN, A., M.HAENLEIN, "Rulers of the world, unite! The challenges and opportunities
of artificial intelligence", BUSINESS HORIZONS, 2020, vol. 63(1)
KAPLAN, A., M.HAENLEIN, "Siri, Siri in my Hand, who is the Fairest in the Land? On the
Interpretations, Illustrations and Implications of Artificial Intelligence", BUSINESS
HORIZONS, 2019, vol. 62(1)
PUCCIARELLI, F., A.KAPLAN, "Le Università Europee oggi: sfide e nuove strategie",
Economia & Management, 2018, vol. 33(1), pp. 85-95
KAPLAN, A., "“A School is a Building that Has 4 Walls - with Tomorrow Inside”: Toward
the Reinvention of the Business School", BUSINESS HORIZONS, 2018, vol. 61(4), pp.
599-608
PUCCIARELLI, F., A.KAPLAN, "Competition and strategy in higher education: Managing
complexity and uncertainty", BUSINESS HORIZONS, 2016, vol. 59(3), pp. 311-320
KAPLAN, A., M.HAENLEIN, "Higher education and the digital revolution: About MOOCs,
SPOCs, social media, and the Cookie Monster", BUSINESS HORIZONS, 2016, vol. 59(4),
pp. 441-450
KAPLAN, A., "Comment les entreprises peuvent-elles se protéger du bad buzz ?",
Harvard Business Review France Expert, 2016, no. hors-série, pp. 78
12/05/2020 Andreas KAPLAN page 2/10KAPLAN, A., "Social media, the digital revolution, and the business of media", INTERNATIONAL JOURNAL ON MEDIA MANAGEMENT (THE), 2015, vol. 17(4), pp. 197- 199 KAPLAN, A., "European management and European business schools: Insights from the history of business schools", EUROPEAN MANAGEMENT JOURNAL, 2014, vol. 32(4), pp. 529-534 KAPLAN, A. M., M.HAENLEIN, "Collaborative projects (social media application): About Wikipedia, the free encyclopedia", BUSINESS HORIZONS, 2014, vol. 57(5), pp. 617-626 PETER, K., Y.CHEN, A.KAPLAN, B.OGNIBENI, K.PAUWELS, "Social Media Metrics – A Framework and Guidelines for Managing Social Media", JOURNAL OF INTERACTIVE MARKETING, November 2013, vol. 27(4), pp. 281-298 KAPLAN, A., "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4", BUSINESS HORIZONS, 2012, vol. 55(2), pp. 129-139 HAENLEIN, M., A.KAPLAN, "The Britney Spears universe: Social media and viral marketing at its best", BUSINESS HORIZONS, 2012, vol. 55(1), pp. 27-31 HAENLEIN, M., A. M.KAPLAN, "The impact of unprofitable customer abandonment on current customers' exit, voice, and loyalty intentions: An empirical analysis", JOURNAL OF SERVICES MARKETING, 2012, vol. 26(6), pp. 458-470 KAPLAN, A., "Social Media wird mobil : Grundlagen, Gebrauch und Gestaltung mobiler sozialer Medien", MARKETING REVIEW ST. GALLEN, 2012, vol. 4, pp. 16-20 KAPLAN, A., M.HAENLEIN, "Social media: back to the roots and back to the future", JOURNAL OF INFORMATION TECHNOLOGY, 2012, vol. 14(2), pp. 101-104 KAPLAN, A., M.HAENLEIN, "The early bird catches the news: Nine things you should know about micro-blogging", BUSINESS HORIZONS, 2011, vol. Vol. 54, Issue 2, pp. pp. 105-113 9 p. KAPLAN, A., M.HAENLEIN, "Investigation of differences in diffusion between positive and negative Word-of-Mouth", ADVANCES IN CONSUMER RESEARCH, 2011, vol. Vol. 38, Issue 1 HAENLEIN, M., A.KAPLAN, "The abandonment of unprofitable customer relationships: An analysis of emotional reactions", ADVANCES IN CONSUMER RESEARCH, 2011, vol. Vol .38, Issue 1 HAENLEIN, M., A.KAPLAN, "Evaluating the consequences of abandoning unprofitable customers: A comparison of direct and indirect abandonment strategies", ZEITSCHRIFT FUR BETRIEBSWIRTSCHAFT, 2011, vol. Vol. 81, Issue 2, pp. pp. 77-94 15 p. HAENLEIN, M., A.KAPLAN, "The Influence of Observed Heterogeneity on Path Coefficient Significance : Technology Acceptance within the Marketing Discipline", JOURNAL OF MARKETING THEORY AND PRACTICE, 2011, vol. Vol. 19, Issue 2, pp. pp. 153-168 16 p. KAPLAN, A., M.HAENLEIN, "Two hearts in three-quarter time: How to waltz the social media/viral marketing dance", BUSINESS HORIZONS, May 2011, vol. Vol. 54, Issue 3, pp. pp. 253-263 11 p. KAPLAN, A., "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, March 2011, vol. Issue 38, pp. pp. 8-13 7 p. 12/05/2020 Andreas KAPLAN page 3/10
KAPLAN, A., "Twitter ou le pouvoir de 140 caractères", L'EXPANSION MANAGEMENT REVIEW, March 2011, vol. Issue 140, pp. pp. 104-113 10 p. KAPLAN, A. M., M.HAENLEIN, "Editorial : Les médias sociaux sont définitivement devenus une réalité", RAM - RECHERCHE ET APPLICATIONS EN MARKETING, September 2011, vol. Vol. 26, n° 3, pp. pp. 3-5 3 p. DEIGHTON, J., P.FADER, M.HAENLEIN, A. M.KAPLAN, B.LIBAI, E.MULLER, "Médias sociaux et entreprise, une route pleine de défis", RAM - RECHERCHE ET APPLICATIONS EN MARKETING, September 2011, vol. Vol. 26, n° 3, pp. pp. 117-124 8 p. KAPLAN, A., M.HAENLEIN, "Users of the world, unite! The challenges and opportunities of social media", BUSINESS HORIZONS, 2010, vol. Vol. 53, Issue 1, pp. pp. 59-68 10 p. HAENLEIN, M., A.KAPLAN, "An empirical analysis of attitudinal and behavioral reactions toward the abandonment of unprofitable customer relationships", JOURNAL OF RELATIONSHIP MARKETING, 2010, vol. Vol. 9, Issue 4, pp. pp. 200-228 29 p. HAENLEIN, M., A.KAPLAN, "Unprofitable customers and their management", BUSINESS HORIZONS, January 2009, vol. Vol. 52, Issue 1, pp. pp. 89-97 8 p. KAPLAN, A., M.HAENLEIN, "Consumers, companies and virtual social worlds : A qualitative analysis of Second Life", ADVANCES IN CONSUMER RESEARCH, 2009, vol. Vol. 36, Issue 1, pp. pp. 873-874 2 p. KAPLAN, A., M.HAENLEIN, "The fairyland of Second Life : About virtual social worlds and how to use them", BUSINESS HORIZONS, 2009, vol. Vol. 52, Issue 6, pp. pp. 563-572 10 p. KAPLAN, A., M.HAENLEIN, "The increasing importance of public marketing : Explanations, applications and limits of marketing within public administration", EUROPEAN MANAGEMENT JOURNAL, 2009, vol. Vol. 27, Issue 1, pp. pp.197-212 26 p. HAENLEIN, M., A.KAPLAN, "Les Magasins de marques phares dans les mondes virtuels", RAM - RECHERCHE ET APPLICATIONS EN MARKETING, September 2009, vol. Vol. 24, n° 3, pp. pp. 57-80 24 p. KAPLAN, A., M.HAENLEIN, "Utilisation et potentiel commercial des hyperréalités", REVUE FRANCAISE DU MARKETING, May 2009, vol. n° 222, pp. pp. 69-81 13 p. KAPLAN, A., "Second Life" in Crise, krach, récession, big bang ?., L'EXPANSION MANAGEMENT REVIEW, June 2009, vol. n° 133, pp. pp. 58-60 3 p. BOUDES, T., H.LAROCHE, F.FRERY, V.MOATTI, J.-L.MUCCHIELLI, F.BANCEL, J.- M.SAUSSOIS, A.MIKOL, A.KAPLAN, L.LAULUSA, "Crise, krach, récession, big bang ?", L'EXPANSION MANAGEMENT REVIEW, June 2009, vol. n° 133, pp. pp 10-67 58 p. KAPLAN, A., M.HAENLEIN, "Consumer use and business potential of virtual worlds: The case of Second Life", INTERNATIONAL JOURNAL ON MEDIA MANAGEMENT (THE), 2009, vol. Vol. 11, Issue 3, pp. pp. 93-101 9 p. HAENLEIN, M., A.KAPLAN, "Flagship brand stores within virtual worlds", RAM - RECHERCHE ET APPLICATIONS EN MARKETING, September 2009, vol. Vol. 24, Issue 3, pp. pp. 57-80 24 p. KAPLAN, A., M.HAENLEIN, "Rapprochement entre le marketing et l'administration publique", REVUE FRANCAISE DU MARKETING, September 2009, vol. n° 224, pp. pp. 49- 66 18 p. 12/05/2020 Andreas KAPLAN page 4/10
KAPLAN, A., M.HAENLEIN, "Utilisation et potentiel commercial des hyperréalités : une analyse qualitative de second life", REVUE FRANCAISE DU MARKETING, May 2009, vol. n° 222, pp. pp 69-81 13 p. HAENLEIN, M., A.KAPLAN, "Des clients à deux vitesses", DM - DECISIONS MARKETING, July 2008, vol. n° 51, pp. pp. 77-81 5 p. HAENLEIN, M., A.KAPLAN, A.BEESER, "A Model to Determine Customer Lifetime Value in a Retail Banking Context", EUROPEAN MANAGEMENT JOURNAL, 2007, vol. Vol. 25, Issue 3, pp. pp 221-234 14 p KAPLAN, A., D.SCHODER, M.HAENLEIN, "Factors Influencing the Adoption of Mass Customization: The Impact of Base Category Consumption Frequency and Need Satisfaction", JOURNAL OF PRODUCT INNOVATION MANAGEMENT (THE), March 2007, vol. Vol. 24, Issue 2, pp. pp.101-116 16 p. HAENLEIN, M., A.KAPLAN, D.SCHODER, "Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value", JOURNAL OF MARKETING, July 2006, vol. vol. 70, issue 3, pp. pp 5-20 16 p KAPLAN, A., M.HAENLEIN, "Toward a Parsimonious Definition of Traditional and Electronic Mass Customization", JOURNAL OF PRODUCT INNOVATION MANAGEMENT (THE), March 2006, vol. Vol. 23, Issue 2, pp. pp 168-182 15 p SCHODER, D., S.SICK, J.PUTZKE, A.KAPLAN, "Mass customization in the newspaper industry. Consumers' attitudes toward individualized media innovations", INTERNATIONAL JOURNAL ON MEDIA MANAGEMENT (THE), March 2006, vol. Vol. 8, Issue 1, pp. pp.9-18 10p. HAENLEIN, M., A.KAPLAN, "A beginner's guide to partial least squares (PLS) analysis", UNDERSTANDING STATISTICS, 2004, vol. Vol. 3, Issue 4, pp. pp. 283-297 15 p. Books and Book Editor TUTEN, T., M.SOLOMON, A.KAPLAN, Marketing des médias sociaux, Pearson, 2019 KAPLAN, A., European business and management (Vol. 1) – Cultural specificities and cross-cultural commonalities, Sage, 2015 KAPLAN, A., European business and management (Vol. 2) – Business ethics and corporate social responsibility, Sage, 2015 KAPLAN, A., European business and management (Vol. 3) – Contextual diversity and interdisciplinary aspects, Sage, 2015 KAPLAN, A., European business and management (Vol. 4) – Business education and scholarly research, Sage, 2015 KAPLAN, A. M., Factors influencing the adoption of mass customization, Cuvillier, Goettingen, Germany, 2006 C.LOEBBECKE, A. M.KAPLAN, Global media management research, University of Cologne, Cologne, Germany, 2003 Research Monograph KAPLAN, A. M. - "Factors influencing the adoption of mass customization" - 2005, University of Cologne in cooperation with HEC Paris, Cologne, Germany Chapters in book 12/05/2020 Andreas KAPLAN page 5/10
PUCCIARELLI, F., A.KAPLAN, "Competition in Higher Education" in Strategic Brand Management in Higher Education., Bang Nguyen, T C Melewar and Jane Hemsley-Brown Eds, Routledge, 2019 KAPLAN, A., "Social Media, Definition and History" in Encyclopedia of Social Network Analysis and Mining (2nd edition)., ALHAJJ R., ROKNE J. Eds, Springer, 2018 KAPLAN, A., "European management and European business schools: Insights from the history of business schools" in Management Research: European Perspectives., Sabina Siebert Ed., Routledge, pp. 211-225, 2018 KAPLAN, A., "Social Media" in The Sage Encyclopedia of the Internet., Warf Barney Ed., Sage Publications, 2018 KAPLAN, A., "Towards a Theory of European Business Culture: The Case of Management Education at the ESCP Europe Business School" in The Routledge Companion to European Business., Suder Gabriele, Riviere Monica, Lindeque Johan Eds, Routledge, 2018 KAPLAN, A., G.MAZUREK, "Social Media: State of the Art and Research Agenda" in Handbook of Media Management and Economics (2nd edition)., Alan Albarran, Bozena Mierzejews, Jaemin Jung Eds, Routledge, 2018 KAPLAN, A., "Academia Goes Social Media, MOOC, SPOC, SMOC, and SSOC: The digital transformation of Higher Education Institutions and Universities" in Contemporary Issues in Social Media Marketing., Bikramjit Rishi and Subir Bandyopadhyay Ed., Routledge, 2017 KAPLAN, A., "O Brave New World that has such Creatures in: How Digital Media shape Corporations, Organizations, and Society at Large" in The impact of the Digital World on Management and Marketing., Grzegorz Mazurek and Jolanta Tkaczyk Ed., Kozminsiki University, Poltext, 2016 KAPLAN, A. M., "Social Media" in The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies., COOK D. T., RYAN J. M. (Eds.) Eds, Wiley-Blackwell, 2015 KAPLAN, A. M., "Facebook, Instagram, Sneakerpedia et compagnie" in Gestion de la relation client., PEELEN E., JALLAT F., STEVENS E., VOLLE P. (eds), Pearson, 2014 KAPLAN, A. M., "Social Media, Definition and History" in Encyclopedia of Social Network Analysis and Mining., ALHAJJ R., ROKNE J. (Eds.) Eds, Springer, pp. pp. 1825-1827 3 p., 2014 KAPLAN, A. M., "Micro-blogs" in International Encyclopedia of Digital Communication & Society., ANG P. H., ROBIN M. (Eds.) Eds, Wiley-Blackwell, 2014 KAPLAN, A. M., "Burger King - Le marketing viral à tout prix ?" in Marketing international : marchés, cultures, organisations., PRIME N., USUNIER J.-C. (eds), Pearson, pp. pp. 333-336 4 p., 2012 HAENLEIN, M., A. M.KAPLAN, "Understanding purchasing behavior within virtual worlds" in Organizations and Social Networking : Utilizing Social Media to Engage Consumers., LI E.Y., LOH S., EVANS C., LORENZI F. (eds), IGI Global, pp. pp. 79-101 82 p., 2012 HAENLEIN, M., A. M.KAPLAN, "The Birds are Tweeting - and so am I" in New Perspective of Contemporary Marketing., CENTENO E., VELOUTSOU C. (eds.) Eds, ATINER, pp. pp. 193-202 10 p., 2011 12/05/2020 Andreas KAPLAN page 6/10
KAPLAN, A., "Dell – Social Media is here" in Retailing management (8th ed.)., LEVY M., WEITZ B. Eds, McGraw-Hill Higher Education, 2011 JALLAT, F., A. M.KAPLAN, "Développer un marketing en ligne" in Le Marketeur., MICHON C. (ed.), Pearson Education, pp. pp. 369-390 22 p., 2010 KAPLAN, A. M., "Comment utiliser des médias sociaux dans une politique de communication ?" in Le Tour du marketing en 12 étapes., FROSSARD A.-L., GUCESKI P. (eds), Dunod, pp. p. 237 1 p., 2010 KAPLAN, A. M., "User Participation within Virtual Worlds" in Mass customization : Engineering and Managing Global Operations., FOGLIATTO F. S., DA SILVEIRA G. J. C. Eds, Springer, pp. pp. 333-351 19 p., 2010 KAPLAN, A. M., M.HAENLEIN, "From Real to Virtual and Back Again" in Social Computing Theory and Practice : Interdisciplinary Approaches., PAPADOPOULOU P., KANELLIS P., MARTAKOS D. Eds, IGI Global, pp. pp. 285-300 16 p., 2010 BASCOUL, G., A. M.KAPLAN, "Communautés et marketing relationnel" in Le Marketeur., MICHON C. (ed.), Pearson Education, pp. pp. 431-450 20 p., 2010 KAPLAN, A. M., "Virtuals worlds and business schools" in Higher education in virtual worlds: Teaching and learning in second life., WANKEL, C., KINGSLEY, J. Eds, Emerald, pp. pp. 83-100 18 p., 2009 KAPLAN, A. M., "Blogging, Facebook, Twitter" in Gestion de la relation client., PEELEN E., JALLAT F., STEVENS E. ; VOLLE P. Eds, Pearson Education, pp. pp. 372-374 3 p., 2009 BASCOUL, G., A. M.KAPLAN, "Communautés et marketing relationnel" in Le marketeur : fondements et nouveautés en marketing., MICHON C. (ed.), Pearson Education, 2009 Published Case Studies KAPLAN, A. M. - "Social Media and Viral Marketing at ESCP Europe, the World''s First Business School (est. 1819) - Case and Teaching Note" - 2014, European Case Clearing House, France KAPLAN, A. M. - "Virgin America - Taking Social Media and Viral Marketing to New Heights, Case and Teaching Note" - 2012, European Case Clearing House, France KAPLAN, A. M. - "Public marketing in the City of Lights : Paris's innovative electrical car sharing program 'Autolib', Case and Teaching Note" - 2011, European Case Clearing House, France KAPLAN, A. M. - "From Hell to Sell : Dell's Social Media Strategy" - 2010, Centrale de Cas et de Médias Pédagogiques, France KAPLAN, A. - "From Hell to Sell : la stratégie des Médias Sociaux de Dell" - 2010, Centrale de Cas et de Médias Pédagogiques Non-Peer Reviewed Articles KAPLAN, A., "Emmanuel Macrons europäische Universität: Dieser Weg wird kein leichter sein", EUROPEAN VOICE, 2019 KAPLAN, A., "Retard numérique de l’Europe face aux États-Unis et la Chine : le salut viendra-t-il de l’enseignement ?", THE CONVERSATION, 2019, vol. February 5 12/05/2020 Andreas KAPLAN page 7/10
KAPLAN, A., "Numérique : peut-on encore combler le retard européen ?", LA TRIBUNE, 2019 KAPLAN, A., "Make Europe sexy again: how an image makeover could improve the fortunes of the EU", Prospect Magazine, 2018 KAPLAN, A., "De l’auberge espagnole à l’université européenne : rêve ou réalité ?", The Conversation, 2018 KAPLAN, A., "Une école de commerce est aussi forte que la communauté qu’elle façonne : la preuve par quatre", THE CONVERSATION, 2018 KAPLAN, A., "Happy birthday to 200 years of management education: On the fourth era of business schools and the urgency of reinventing them.", THE CONVERSATION, 2018 KAPLAN, A., "Debate: Emmanuel Macron’s European university, an IDEA for moving Europe forward", THE CONVERSATION, 2018 KAPLAN, A., "How can the European Union be more meaningful for its citizens?", The Conversation, 2017 KAPLAN, A., "Ecoles de commerce : assurance-qualité et accusations", La Tribune, 2017 KAPLAN, A., F.PUCCIARELLI, "Contemporary Challenges in Higher Education - Three E’s for Education: Enhance, Embrace, Expand", IAU HORIZONS, International Universities Bureau of the United Nations, 2016, vol. 21(4) KAPLAN, A., "Trop de transparence tue la transparence", Harvard Business Review France, 2015 KAPLAN, A., "Pourquoi les grandes marques sont-elles plus vulnérables sur les réseaux sociaux ?", Harvard Business Review France, 2014 KAPLAN, A., "Et si la vie virtuelle était plus belle que la vie réelle ?", Harvard Business Review France, 2014 KAPLAN, A., "Comment les grandes marques peuvent-elles se protéger du bad buzz ?", Harvard Business Review France, 2014 KAPLAN, A., "Du neuf avec du vieux ? L’impact des MOOC sur les écoles de commerce", Harvard Business Review France, 2014 Presentation at Other Conference KAPLAN, A., M.HAENLEIN, "Artificial Intelligence (AI) and its Impact on Universities, Corporations and Governments" International Marketing Trends Conference. 2019, Venise, Italy PUCCIARELLI, F., A.KAPLAN, "Navigating complex waters: strategizing in the Higher Education sector" 15th International Marketing Trends Conference - ICTM. 2016, Venice, Italy HAENLEIN, M., A. M.KAPLAN, "The Parting of the Ways: Emotional and Behavioral Reactions in Response to Alternative Customer Divestment Strategies" in Proceedings of the American Marketing Association (AMA), 2011, San Francisco, United States 12/05/2020 Andreas KAPLAN page 8/10
HAENLEIN, M., A. M.KAPLAN, "The impact of unprofitable customer abandonment on current customers' exit, voice, and loyalty intentions: An empirical analysis" in Proceedings of the Winter Marketing Educators Conference, American Marketing Association, 2010, New Orleans, United States KAPLAN, A. M., M.HAENLEIN, "The birds are tweeting ? and so am I: An essay on the use and potential of Twitter and micro-blogging" in Proceedings of the 8th Annual International Conference on Marketing, 2010, Athens, Greece HAENLEIN, M., A. M.KAPLAN, "The emotional consequences of unprofitable customer abandonment: Feeling sorry for the other or good about yourself?" in Proceedings of the European Marketing Academy (EMAC) Conference, 2010, Copenhagen, Denmark HAENLEIN, M., A. M.KAPLAN, "Les enjeux émotionnels liés à la mise à l'écart des clients non-profitables : compassion ou auto-satisfaction ?" in Actes du 26ème Congrès de l'Association Française du Marketing (AFM), 2010, Le Mans, France KAPLAN, A. M., M.HAENLEIN, "The use and potential of Twitter and micro-blogging for marketing strategy: A qualitative case study approach" in Proceedings of the 9th International Congress Marketing Trends, 2010, Venice, Italy HAENLEIN, M., A. M.KAPLAN, "The impact of unprofitbale customer abandonment on current customers' emotions: Negative other-focused vs. positive ego-focused" in Proceedings of the Summer Marketing Educators Conference, American Marketing Association, 2010, Boston, United States HAENLEIN, M., A. M.KAPLAN, "The abandonment of unprofitable customer relationships: An analysis of emotional reactions" in Proceedings of the Association for Consumer Research Conference, 2010, Jacksonville, United States KAPLAN, A. M., M.HAENLEIN, "Investigation of differences in diffusion between positive and negative Word-of-Mouth" in Proceedings of the Association for Consumer Research Conference, 2010, Jacksonville, United States HAENLEIN, M., A. M.KAPLAN, "Living online : Consumer behavior in Second Life" in Proceedings of American Marketing Association (AMA Winter), 2009, Tampa, United States KAPLAN, A. M., M.HAENLEIN, "Beyond online advertising : The influence of virtual flagship stores on real life consumption behavior" in Proceedings of the European Marketing Academy (EMAC) Conference, 2009, Nantes, France KAPLAN, A. M., M.HAENLEIN, "Stratégies de marque au sein des mondes virtuels" in Actes du Congrès de l'Association Française du Marketing (AFM), 2009, Londres, United Kingdom KAPLAN, A. M., "Les mondes virtuels et pourquoi quelques entreprises y échouent ?" in Actes de l'Atelier de Recherche Appliquée de l'Association Française du Marketing (AFM), 2009, Paris, France KAPLAN, A. M., "Failure is the stepping stone to success: Insights into virtual worlds" in Proceedings of the Marketing 2.0 Conference, 2009, Paris, France KAPLAN, A. M., M.HAENLEIN, "Consumer use and business potential of virtual hyperrealities: A qualitative analysis of Second Life" in 'Marketing Landscapes: A Pause for Thought', Proceedings of the 37th EMAC Conference, 2008, Brighton, United Kingdom 12/05/2020 Andreas KAPLAN page 9/10
HAENLEIN, M., A. M.KAPLAN, "Analyzing the feasibility of compensating the negative consequences of abandoning unprofitable customers" in Proceedings of Summer Marketing Educators Conference, American Marketing Association, 2008, San Diego, United States KAPLAN, A. M., "Second life and customer relationship management" in Proceedings of the 7th International Congress Marketing Trends, Università Ca' Foscari, 2008, Venice, Italy KAPLAN, A. M., M.HAENLEIN, "Consumers, companies and virtual social worlds: A qualitative analysis of Second Life" in Proceedings of the Association for Consumer Research Conference, 2008, San Francisco, United States KAPLAN, A. M., "Rapprochement entre le marketing et l'administration publique. Quel avenir pour ce domaine de recherche ?" in Actes de Colloque de l'ESCP-EAP European School of Management, Paris, France, 2007, Paris, France HAENLEIN, M., A. M.KAPLAN, "Valuing the real option of abandoning unprofitable customers when calculating customer lifetime value" in Proceedings of Winter Marketing Educators Conference, American Marketing Association, 2006, St. Petersburg, United States 12/05/2020 Andreas KAPLAN page 10/10
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