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.

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...

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