Getting Closer to the Consumer – How Nivea Co-Creates New Products
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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...
KeywordsOpen Innovation Online Community External Knowledge Innovation Strategy Social Media Site
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