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Strategic implications for a European cross border multi-campus business school

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Academia, Alumni, AMBA, Andreas Kaplan, Andreas M. Kaplan, Business School, Digital, Distance education, Distance learning, EFMD, Entrepreneurship, EQUIS, ESCP Europe, European management, Higher Education, Innovation, Management, MOOC, Online, Professor Kaplan, SMOC, Social media, Sorbonne, SPOC, SSOC, Web 2.0

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Strategic implications for a European cross border multi-campus business school

  1. 1. Strategic implications for a European  cross‐border multi‐campus business school Andreas Kaplan Professor of Marketing Director of Brand and Communications kaplan@escpeurope.eu 05/09/2014
  2. 2. Explaining: Key facts and concept Storytelling: Branding and positioning Capacitating: Coordinated decentralization Prevailing: Challenges and Opportunities Agenda 2Andreas Kaplan
  3. 3. Key facts and concept
  4. 4. 4 About ESCP Europe, the World‘s First Business School (est. 1819) • 5 ESCP Europe campuses in Paris, London, Berlin, Madrid, Torino • Cross-campus programmes with coordinated curricula • Over 100 academic alliances in Europe and the World • Triple accredited: EQUIS, AMBA, AACSB • 4,000 students in degree programmes representing 90 different nationalities • 5,000 high-level participants in customized trainings and executive education • More than 130 research-active professors representing over 20 nationalities • 45,000 active alumni in over 150 countries in the world Andreas Kaplan
  5. 5. 5 European cross-border multi-campus business school – the concept ESCP Europe European cross-border multi-campus business school In contrast to campuses outside of Europe, close distance allows for efficiently working together across campuses on all levels In contrast to partnerships with other business schools, own campuses allow for better coordination and control of academic excellence • Complete integration of 5 campuses with adaptations for local contexts: One school with five doors • Relative closeness permits working in cross- campus teams while on top experiencing different cultures, learning language, etc. Andreas Kaplan
  6. 6. 6 Defining European Management, notion behind the concept Kaplan, Andreas M. (2014) European management and European business schools: Insights from the history of business schools, European Management Journal, 32(4), 529-534. Societal management takes into account society’s overall welfare in addition to mere profitability considerations European management is a cross-cultural, societal management approach based on interdisciplinary principles Interdisciplinarity creates s.th. new by crossing boundaries and combining the knowledge encompassed in different domains Cross-cultural management aims to understand how culture affects management practice, to identify cross-cultural similarities and differences in management practices Andreas Kaplan
  7. 7. 7 Our latest viral marketing video Andreas Kaplan
  8. 8. Branding and positioning
  9. 9. 9 A clear positioning might bear surprises: Europe considered as geographical limit... In order to underline the European positioning, “Europe” was added to the brand name with the School becoming “ESCP Europe” However, add-on led to thoughts that ESCP Europe was limited only to the European continent and would not offer the possibility to go beyond • New baseline: The World’s First Business School (est. 1819) • New slogan: European Identity, Global Perspective • Newly stressing our international partnerships; our culturally highly diverse student body; our international faculty Action Reaction Solutions Andreas Kaplan
  10. 10. 10 Brand storytelling is vital: Europe appears difficult to grasp What’s the advantage  of studying at a  European business  school?  Focus on humanistic  values, understanding  of cultures, tradition,  more transversal  approach, … Europe embraces a maximum cultural diversity at minimal geographical distance ESCP Europe is/educates experts in European, cross-cultural management in Europe and beyond ??? ? Andreas Kaplan
  11. 11. 11 Slogan needs to be credible: European claim expected to be proven Andreas Kaplan
  12. 12. 12 Branding and chosen positioning needs to be respected / followed everywhere! Andreas Kaplan
  13. 13. Coordinated decentralization
  14. 14. 14 Also governance and functioning of School should follow its positioning Respect for different cultures and local contexts makes complete centralization invalid as governance approach, in particular for branding and communications To allow for a certain degree of flexibility, mixture of centralization and decentralization, i.e. coordinated decentralization Complete centralization to be avoided Coordinated decentralization to be prescribed Similar to decentralized agencies  within the European Union such as,  e.g., the European Patent Office  located in Munich  in charge of studying all European patent applications  coming from across Europe. Andreas Kaplan
  15. 15. 15 Coordinated decentralisation: The example of Facebook and Twitter Until 2009 – Complete centralisation 2010-2012 – Uncoordinated decentralisation / revolt Since 2013: Coordinated decentralisation • 1 ESCP Europe page • 1 community manger • English / French • 1 ESCP Europe account • 1 community manger • English / French • Local pages on campuses • Individual programme efforts • English / French / Spanish / Italian • Local accounts on campuses • Some programmes push tweets • English / French / Spanish • 1 ESCP Europe page (English) • 5 campus pages (Local language) • Several programme pages (programme language) • 1 unique account • 5 languages (EN, FR, DE, ES, IT) • No programme tweets Andreas Kaplan
  16. 16. 16 Social media offer great potential to try EU approach of decentralised agencies Giving each campus a lead in a certain area not only allows for adaptations due to local contexts, but creates awareness for the complexity of a multi-campus structure and the challenges to overcome. Social media at ESCP Europe • Europe: • Paris: • London: Berlin: • Madrid: • Torino: Whereas the EU institutions are concentrated in Brussels,  Luxembourg, Strasburg and Frankfurt, there is another level of  administration which is present in a large number of European  cites. This is a response to the EU’s desire to decentralise its  governance and to bring the EU closer to all of its member states. Kaplan Andreas M. (2014) Social Media and Viral Marketing at ESCP Europe, the World''s First Business School (est. 1819), European Case Clearing House Andreas Kaplan
  17. 17. Challenges and opportunities
  18. 18. 18 Challenges due to structure / complextity in all fields of communications and beyond • External communications / Press relations: Coordination of 5 agencies locally managed + PR agency for international press activities; not all content constantly is in line with positioning • Internal communications: Choice of language(s); balance between “of interest across campuses” and “of interest locally” • Marketing: Programmes not necessarily adapted to all five local markets; not the same targets/backgrounds • Website: Five individual websites versus a unified one; in five languages or only in English? Communications Beyond communications • Different national legal frameworks and coordination costs • Programme design: Which language?; On which campuses?; What cross- campus format?; What target?; What price? • Executive Education is at present a rather local market • Alumni relations: Imbalance between nationalities; Definition of nationals versus international alumni; Fund raising and tax deduction issues • Scientific research: Professors’ work goes beyond the European positioning Andreas Kaplan
  19. 19. Challenges 1: Focus on press relations 19 5 national + 1 international market • Local/ national agencies are cheaper • Need for local stories, local contacts • Who coordinates network of local agencies? • Who contacts journalists when organizing a PR event in, e.g., Brussels? (local agency? International agency? School?) BalanceCross-campus synergies; harmonized stories/ content Local structures; specific stories/ content Andreas Kaplan
  20. 20. 20 Challenges 2: Focus on Website Questions Our solution Nice idea • Only English or 5 languages? • Translations: Degree of flexibility to be SEO friendly? • Targeting users looking for ESCP Europe or users looking for specific campuses? • All events/news? Location-based? • Virtual visits render campuses more ‘real’; during recruiting you usually only experience one campus • Landing pages to target more national issues • I-frames for local agencies Andreas Kaplan
  21. 21. 21 Opportunities outweigh challenges by far Competitive strengths of a cross-border multi-campus B.-school In times of globalization, to be trained in cultural diversity/ to become an expert in cross-cultural management is certainly a plus In times of digitalization, to have a concept where location is of importance, can be a powerful barrier To be close to one’s alumni in five locations and able to actively involve them into the School’s life, might increase their loyalty Local company networks as well as being able to adapt to their needs in several countries is of high value Andreas Kaplan
  22. 22. 22 Opportuntities: Focus on MOOCs 1 To sell a concept where location and differences in local contexts additionally is of academic importance might be highly valued in the future MOOC = Massively Open Online Course “Within 50 years there will be only 10 institutions of higher learning left in the world” But: • Physical presence might be necessary to go the extra mile • Networking often best happens after class and not during • Life skills than only knowledge + know-how Andreas Kaplan
  23. 23. 23 Opportuntities: Focus on MOOCs 2 To be an expert in a certain field will become more and more important in the future of MOOCs Andreas Kaplan • One hardly can be expert in everything • Universities and schools will produce MOOCs where they have a real legitimacy • Local / regional players will arise (languages and different teaching approaches) Examples: • ESCP Europe -> European / cross-cultural manager • Harvard University -> Lawyers • Wharton School -> Investment bankers
  24. 24. 24 A final video about ESCP Europe: European Identity, Global Perspective Andreas Kaplan