The case describes the efforts of beiersdorf, a global leader in the cosmetics and skin care industries, to create and commercialize new r&d through open innovation using external bunches and "netnographic" analysis.
Beiersdorf, famous for its consumer brand nivea, has a rigorous R&D process that has led to innumerable successful product launches, but are there places of customer demand that are undervalued by the conventional process? Can a launching be justified by the business based on this new model of research, although a novel online customer evaluation approach suggests untapped opportunities for innovation?
PUBLICATION DATE: January 24, 2014 PRODUCT #: 614042-PDF-ENG
This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS
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