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  • January 2014 (Revised January 2017)
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Nivea (A)

By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
  • Format:Print
  • | Language:English
  • | Pages:27
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Abstract

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

Innovation; Innovation Management; Crowdsourcing; Big Data; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Social and Collaborative Networks; Collaborative Innovation and Invention; Analytics and Data Science; Beauty and Cosmetics Industry; Consumer Products Industry

Citation

Lakhani, Karim R., Johann Fuller, Volker Bilgram, and Greta Friar. "Nivea (A)." Harvard Business School Case 614-042, January 2014. (Revised January 2017.)
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About The Author

Karim R. Lakhani

Technology and Operations Management
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Related Work

    • January 2014 (Revised January 2017)
    • Faculty Research

    Nivea (B)

    By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
    • March 2015
    • Faculty Research

    Nivea (A) and (B)

    By: Karim R. Lakhani and Greta Friar
    • January 2014 (Revised January 2017)
    • Faculty Research

    Nivea (A)

    By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
Related Work
  • Nivea (B) By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
  • Nivea (A) and (B) By: Karim R. Lakhani and Greta Friar
  • Nivea (A) By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
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