Nivea (B)

  • This supplementary case follows up on an innovative R&D approach by Beiersdorf,a skin care and cosmetics company. The case relates what happened to the product launched by Beiersdorf, to its Nivea line, following the events of the A case, and how the commercial success of the product informed thinking by leaders in R&D for the future.

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Author:Karim Lakhani, Johann Füller, Volker BilgramORCiD, Greta Friar
URL / DOI:https://www.hbs.edu/faculty/Pages/item.aspx?num=46045
Publisher:Harvard Business School
Document Type:Course Material
Language:English
Date of first Publication:2014/01/11
Release Date:2025/02/24
GND Keyword:Innovation; Innovation Management; Marketing; Innovation Strategy; Innovation and Management; Research and Development; Product Design; Collaborative Innovation and Invention; Beauty and Cosmetics Industry; Consumer Products Industry
Issue:Supplement 614-043
Pagenumber:27
institutes:Fakultät Betriebswirtschaft
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