Bo Rundh

The multi‐faceted dimension of packaging: Marketing logistic or marketing tool?

Purpose – The increasing internationalisation and globalisation of business has forced many firms to reconsider what contributes to their competitive advantage. Despite the importance of packaging it is rather anonymous and has received little or marginal research. The purpose of this paper is to study how packaging can contribute to competitive advantage.Design/methodology/approach – Aspects of the packing industry and market are reviewed. Five case studies covering different packages in the supply chain are presented and analysed.Findings – Structural changes within the European food industry are reinforcing a need for competitiveness where packaging can make the difference for many consumer products. The findings from the case studies and the literature review underscore the importance of packaging and packaging design for fulfilling multi‐functions in relation to logistics and marketing in the supply chain from filler to end consumer. New demands due to changes in consumption patterns and habits are r...

Packaging design: creating competitive advantage with product packaging

Purpose – The purpose of this paper is to study how packaging and packaging design can contribute to competitive advantage for marketing a consumer product.Design/methodology/approach – Different influences from actors in the packaging design process are discussed in a conceptual model. A single case study based on five “corporate stories” about packaging development resulting in a new package are presented and analysed.Findings – The present study demonstrates influences on the design process of a package from external and internal factors. The outcome of the design process is, to a great extent, dependent on the interaction between the main actors in this process. The study argues for the importance of the interaction with customers for planning and conducting the design. The result of such a process is a package that can trigger customers make a purchase and/or re‐inforce the brand name for a re‐purchase of the product.Practical implications – The main implications for management are that packaging is ...

To trust or not to trust?: Formal contracts and the building of long‐term relationships

Purpose – The purpose of this paper is to explore how contracts are used to build and develop long‐term relationships in contexts where trust cannot be expected in advance – i.e. there is a lack of initial trust.Design/methodology/approach – This paper is based on a qualitative approach, while the present study used a documentary study focusing on 21 formal contractual dyads between contractors and fulfillers within the public transport sector.Findings – The analysis of contracts in the public sector reveals the importance of formal contracts in relationship building, as a result of a number of factors that characterize this setting, including: the highly detailed specification of terms, legislation having an effect on the design of the contract, the bidding process, in situations where there is no negotiation process, no scope for further discussion after signing contracts, no learning processes, and contracts being used to conduct day‐to‐day business.Originality/value – This research acknowledges the fa...

Rethinking the international marketing strategy: new dimensions in a competitive market

The internationalisation has been a slow process for most companies and it has often been a question of gaining experience of other countries step by step. However, during the last two decades, companies have developed their international activities more on a contingency basis. The international market behaviour has also been influenced by a need to take advantage of different market opportunities and by an increasing need to serve customers in the global market environment. Due to the competitive situation, it might also have been necessary to introduce products more quickly on different international markets. In other situations it has been of importance to acquire companies to be able to build up a market position in the local market The purpose with this paper has therefore been to study the need for changes in the international marketing strategy due to requirements from the customers in the local marketplace.

Radio frequency identification (RFID): Invaluable technology or a new obstacle in the marketing process?

Radio frequency identification (RFID) : invaluable technology or a new obstacle in the marketing process?

International market development: new patterns in SMEs international market behaviour?

In the changing market environment it is necessary even for small and medium‐sized companies to build long‐term relationships in order to survive and to be competitive in the marketplace. The process of building relationships is a demanding and complex task, especially if it is done in an international environment. As a result of greater international competition changes on the marketplace are occurring more rapidly and companies need to be able to react to the actual competitive situation. This require is different kinds of knowledge about international markets which might be another drawback for small and medium‐sized companies trying to build relationships in the local network.

Linking packaging to marketing: how packaging is influencing the marketing strategy

Purpose – The purpose with this paper is to investigate the relationship between packaging and the influence it has on marketing from a management point of view. Design/methodology/approach – Based on case studies different packaging solutions are discussed in relation to requirements by customers in the supply chain. Data for the cases were collected by different means including narratives and personal interviews. Findings – New packaging solutions offer the prospect of improved functions in the supply chain, delivering protection and preservation before reaching the ultimate customer. It also offers improved opportunities for better information and communication with the customer. However, the possibilities for innovative packaging solutions must be analyzed in relation to increased costs for packaging and the influence they can have on the environment. Research limitations/implications – This study extends previous research by linking packaging to the marketing strategy. Even though it is based on four...

Linking flexibility and entrepreneurship to the performances of SMEs in export markets

Purpose– The main purpose of this paper is to explore how small and medium‐sized firms (SMEs) are meeting market needs in their export marketing strategy (EMS). Design/methodology/approach– A combination of research methods were adopted including expert interviews and a survey among 212 SME exporting firms in the manufacturing industry.Findings– The study offers insight into how exporting firms need to consider different market aspects in their EMS. It confirms the importance of product quality and the significance of flexibility in relation to local export markets. The study highlights a need for service to the market, in addition to a need for fulfilling service requirements when the firm is established in the local market.Research limitations/implications– The research is limited to SMEs in the manufacturing industry.Originality/value– The paper contributes to the interface between marketing and entrepreneurship in an international context. The managerial implications emphasize the importance of flexibility in the international market entry.

Development of customer value in a supply chain: managerial thinking about strategic marketing

Purpose – The purpose of this paper is to describe and analyse how the main driving forces are affecting companies in a supply chain. The focus is on what managers expect will influence customer value from a strategic point of view.Design/methodology/approach – The paper is based on a qualitative study where managers at a division level have been interviewed.Findings – The main driving forces have been identified. These driving forces have been found to affect the business and marketing strategy in the market among different actors, in the technology and due to external changes in the market, e.g. by changes in demography resulting in dissimilar market behaviour. Co‐operation among actors has been found to improve customer value.Practical implications – The managerial implications therefore indicate that managers need to assess the main driving forces and find a competitive and marketing strategy that can match competition and influence driving forces in the actual market area.Original/value – The paper h...

The role of packaging within marketing and value creation

Purpose The purpose of this paper is to explore the importance of innovative packaging for marketing purposes in a food supply chain. The intent is also to understand the function of packaging as a marketing tool. The outcome of the study is expected to contribute to the link between packaging and marketing literature. Design/methodology/approach The case study method was chosen in order to assess and investigate how packaging can be used in marketing. The study focuses on narrating the use of packaging for different customer applications and the unit of analyses was the packaging product. In order to analyse the five sub-cases or “corporate stories” a cross-case analysis was used and the analysis of data was carried out in different stages. This approach treats each sub-case as a separate entity and the analysis reveal both similarities and differences among the sub-cases. Findings The present study demonstrates that packaging has become an important tool in marketing of different products either this is for end-consumers, or customers in a supply chain. This has become more essential as more products are introduced on a market. The study shows the significance of linking packaging to marketing strategy. An important ingredient for that is the use of packaging design for differentiation purposes. The results support also that packaging has become an essential factor for a secure and efficient distribution in a food supply chain. In addition, packaging and packaging design is contributing to value creation for different actors in a food supply chain. Practical implications The managerial implication from the case study shows that packaging can be used together with the product concept to create a competitive offering in a market. This gives managers the possibility to differentiate their products from competitive offerings by using packaging and packaging design in a creative manner. Originality/value This paper fulfils an identified need for contributions to more research on packaging and marketing strategy. The study shows the influence of packaging on marketing.