Nivea (A) - The Case Centre

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Case

Reference no. 9-614-042

Subject category: Production and Operations Management

Authors: Karim R Lakhani (Harvard Business School); Johann Fuller (Universitat Innsbruck); Volker Bilgram (RWTH Aachen University); Greta Friar (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2014

Version: 12 January 2017

Revision date: 1-Mar-2017

Length: 27 pages

Data source: Field research

Topics: Big data; Collaborative innovation; Consumers; Crowdsourcing; Innovation; Knowledge management; Knowledge transfer; R&D; Social networks

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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 on-line customer analysis approach suggests untapped opportunities for innovation, but can the company justify a launch based on this new model of research?

Industries:

Cosmetics; Retail trade

Size:

>USD1 billion, large

Other setting(s):

2006-2013