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Case

Nivea (A)

By Lakhani, Karim R. / Fuller, Johann / Bilgram, Volker / Friar, Greta

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?

Collection: HBSP (USA)

Ref: HBS-614042-E

Format: PDF

Number of pages: 27

Publication Date: Jan 24, 2014

Language: English, Spanish

Review date: Jan 12, 2017

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Description

Year: 2006

Industry Setting: Cosmetics; Retail trade; Personal care products

Nivea (A)

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Nivea (A)

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Nivea (A)

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