Nivea and More: Digital Value Added Instead of Buzzword Bingo

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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.

NIM Marketing Intelligence Review – Digital Transformation

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

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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

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