Nivea (A)

Name: Nivea (A) (English version)
SKU: 614042

Lakhani, Karim R.; Fuller, Johann; Bilgram, Volker; Friar, Greta

Product #:614042

Supplier:Harvard Business School

Discipline:Operations Management

Setting:2013

Details:Case (PDF) • 27 pages • 2014-01-24 (Rev: 2017-01-12)

Subjects:

Big data Consumer markets Innovation Knowledge management Microfinance R&D Analytics and data science Financial markets Business management Financing Product development Business management Operations and supply chain management

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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?