Getting Closer to the Consumer – How Nivea Co-Creates New Products
- Co-creation has become a prevalent approach taken by innovation leaders to excel in innovation management and complement internal R & 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.
| Author: | Volker BilgramORCiD, Michael Bartl, Stefan Biel |
|---|---|
| DOI: | https://doi.org/10.1007/s11621-011-0005-5 |
| ISSN: | 1865-6544 |
| Parent Title (English): | Marketing Review St. Gallen |
| Publisher: | Springer Science and Business Media LLC |
| Document Type: | Article |
| Language: | English |
| Reviewed: | Begutachtet/Reviewed |
| Release Date: | 2025/01/13 |
| Volume: | 28 |
| Issue: | 1 |
| Pagenumber: | 7 |
| First Page: | 34 |
| Last Page: | 40 |
| institutes: | Fakultät Betriebswirtschaft |
| Research Themes: | Digitalisierung & Künstliche Intelligenz |
