Case Study Analysis and Solutions

Case ID: 614042

Abstract:
Case Solution & Analysis for Nivea (A) by Karim R. Lakhani, Johann Fuller, Volker Bilgram, Greta Friar
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?

Keywords:
Consumers, Innovation, Knowledge management, Knowledge transfer, R&D, Nivea (A) Case Solution

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