Homework: Case Write-Up | Nivea
The case studies the efforts of Dr. Stefan Biel, a scientist within Beiersdorf's research and development organization, to get approval for a product based on a user need, armpit staining, that he personally experiences and that he believes to be common, which so far has not been prioritized by the marketing research team. After failure to gain traction for his idea thorough Nivea's typical product development process, Biel uses his own methods to prove that armpit staining on white clothing is a common need of enough importance to users to have commercial impact. The case provides a great opportunity to discuss innovation processes in companies. Traditionally, companies isolate the process of need identification (which involves outreach to users) from the process of finding solutions (which is done in-house by researchers and engineers). Consider the following:
o What differentiates Biel's approach from traditional market research?
o What are your biggest concerns about Biel's approach?
o How can internet-based research be integrated into traditional product development?
o Prepare a three minute pitch that Dr. Biel would make to his colleagues about the merits of his project and his belief that Nivea should invest in developing an anti-staining deodorant. Make sure you include evidence to support your pitch and anticipate potential concerns his colleagues may have
Format your homework according to the following formatting requirements:
o The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
o The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
o Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.
Attachment:- Nivea-Case.rar