Netnography research – community insights in the cosmetic industry
Michael Bartl and Steffen HückHYVE, Germany
Stephan RuppertBeiersdorf, Germany
INTRODUCTION
“Markets are Conversations” is a widely discussed statement based on the fact...
Netnography research - community insights in the cosmetic industry
The article describes `Netnography’, an innovative research approach to extract and use online community dialogue for research and innovation purposes.
