Successful Consumer Co-Creation: The case of Nivea Body Care

Volker Bilgram, Michael Bartl and Stefan Biel

Co-creation is a concept that encompasses all stages of the value chain, however, focusing predominantly on customers and users.

Successful Consumer Co-Creation: The case of Nivea Body Care

Volker Bilgram and Dr. Michael BartlHYVE AG

Dr. Stefan BielBeiersdorf AG

INTRODUCTION

Companies with superior R&D units have traditionally been technology-driven innovation leaders. Since the...

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