Nivea (A)


Karim R. Lakhani, Johann Fuller, Volker Bilgram, and Greta Friar. 2014. Nivea (A). Harvard Business School Case. Harvard Business School. Publisher's Version


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?

Last updated on 12/04/2018