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.

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Metadaten
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
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