Marketing Review St. Gallen

, Volume 28, Issue 1, pp 34–40 | Cite as

Getting Closer to the Consumer – How Nivea Co-Creates New Products

  • Volker Bilgram
  • Michael Bartl
  • Stefan Biel

Co-creation has become a prevalent approach taken by innovation leaders to excel in innovation management and complement internal R & D activities. In this article the authors will introduce the co-creation process at Nivea and describe how Nivea co-developed a new deodorant with consumers. The focus will be on two different co-creation tools – the netnography method geared to gain consumer insights from social media and an online co-creation session to evaluate and further enrich ideas.

Traditionally, companies with superior R&D centers were technology-driven innovation leaders with a long-term competitive advantage arising from ongoing proprietary R&D activities. “Picking a man of genius, giving him money, and leaving him alone” (Conant 2002) had long been the managerial maxim in the heyday of internal R&D excellence, which was epitomized by institutions such as AT&T’s Bell Labs or Xerox’s Palo Alto Research Center (Chesbrough et al. 2006).

Initiated by MIT Professor Eric von...


Open Innovation Online Community External Knowledge Innovation Strategy Social Media Site 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Volker Bilgram
    • 1
  • Michael Bartl
    • 1
  • Stefan Biel
    • 2
  1. 1.HYVEMünchenDeutschland
  2. 2.BeiersdorfHamburgDeutschland

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