TY - GEN A1 - Lakhani, Karim A1 - Füller, Johann A1 - Bilgram, Volker A1 - Friar, Greta T1 - Nivea (A) N2 - The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand Nivea, has a rigorous R&D process that has led to many successful product launches, but are there areas of customer need that are undervalued by the traditional process? A novel online customer analysis approach suggests untapped opportunities for innovation, but can the company justify a launch based on this new model of research? Y1 - 2014 UR - https://opus4.kobv.de/opus4-ohm/frontdoor/index/index/docId/2652 UR - https://www.hbs.edu/faculty/Pages/item.aspx?num=46019 PB - Harvard Business School Case 614-042 ER -