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    <pageFirst>34</pageFirst>
    <pageLast>40</pageLast>
    <pageNumber>7</pageNumber>
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    <issue>1</issue>
    <volume>28</volume>
    <type>article</type>
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    <title language="eng">Getting Closer to the Consumer – How Nivea Co-Creates New Products</title>
    <abstract language="eng">Co-creation has become a prevalent approach taken by innovation leaders to excel in innovation management and complement internal R &amp; D activities. In this article the authors will introduce the co-creation process at Nivea and describe how Nivea co-developed a new deodorant with consumers. The focus will be on two different co-creation tools – the netnography method geared to gain consumer insights from social media and an online co-creation session to evaluate and further enrich ideas.</abstract>
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    <author>Volker Bilgram</author>
    <author>Michael Bartl</author>
    <author>Stefan Biel</author>
    <collection role="institutes" number="">Fakultät Betriebswirtschaft</collection>
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