Nivea and More: Digital Value Added Instead of Buzzword Bingo

Publications

Download

Suggested Citation

Interview with Martin Wulle, Corporate Vice President of the Global Business Unit Digital & E-Commerce at Beiersdorf (2017). Nivea and More: Digital Value Added Instead of Buzzword Bingo. GfK Marketing Intelligence Review, 9(1), 58-62.

Year

2017

Authors

Werner Reinartz,
Dr. Christine Kittinger-Rosanelli

Publication title

Nivea and More: Digital Value Added Instead of Buzzword Bingo

Publication

NIM Marketing Intelligence Review

Download

GfK MIR Interview with Martin Wulle, Corporate Vice President Global Business Unit Digital & E-Commerce at Beiersdorf

Interview with Martin Wulle, Corporate Vice President Global Business Unit Digital & E-Commerce at Beiersdorf

“In our increasingly digital world, more than ever before, brands must be open to a dialogue with their consumers,” Martin Wulle states in our interview. But in the journey into a digital age, brand promise may not fall by the wayside. The digital transformation is bringing many changes for Beiersdorf. Nevertheless, nothing must disturb the core of the many successful brands, particularly the flagship Nivea. It is very important to Beiersdorf that brand values are accurately translated into a digital format and not simply replaced by digital hyperactivity.

Authors

Werner Reinartz, Professor für Marketing, Leiter Seminar für Handel und Kundenmanagement; Direktor Institut für Handelsforschung (IFH e.V.), Universität zu Köln, Deutschland, werner.reinartz@uni-koeln.de
Dr. Christine Kittinger-Rosanelli, Managing Editor, NIM Marketing Intelligence Review, NIM, christine.kittinger@nim.org

Share Publication

Copy link

Here you can find more exciting articles of this issue.

To the entire issue

Digital transformation is taking place all around us and there is hardly a single aspect of life that has not been affected. It has an …

It is not only products or services that are becoming obsolete but also organizational processes and systems because they simply no longer …

The driving force behind our internet economy is demand-side economies of scale, also known as network effects. These arise when users …

Digital transformation requires a digital mindset and new approaches to dealing with both decision risk and decision speed.

Crowdfunding is a method of raising funds to support a venture, usually by raising small amounts from a large number of investors.

Digital transformation has a strong impact on the retail industry. Activities that were once retail sector are moving to online stores, …

across all continents. To keep up with the rapid influx of new city dwellers, city leaders are turning to technology. One of the key …

Online advertisers have the non-trivial job of jointly assessing the effects of banner ad design elements available in a large number of …

Scroll to top

Other articles of the MIR issue “Digital Transformation”