Nivea (A)

  • 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?

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Metadaten
Author:Karim Lakhani, Johann Füller, Volker BilgramORCiD, Greta Friar
URL / DOI:https://www.hbs.edu/faculty/Pages/item.aspx?num=46019
Publisher:Harvard Business School Case 614-042
Document Type:Course Material
Language:English
Date of first Publication:2014/01/11
Release Date:2025/01/13
Pagenumber:27
institutes:Fakultät Betriebswirtschaft
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