Chris Simms

Packaging development: A conceptual framework for identifying new product opportunities

Packaging plays a key role in product success, particularly in the fast moving consumer goods industry (Wansink and Huffman, 2001) and can affect consumers’ purchasing decisions at the point of sale (Sara, 1990). However, relatively little has been written about packaging in the marketing literature (Johnsson, 1998; Saghir, 2002; Rundh, 2005). The purpose of this paper is to provide a theoretical framework with which to examine how packaging contributes to marketing in general and new product development (NPD) in particular. The paper reviews the literature and develops a unique framework that can be used to evaluate more fully the needs of all parties that are relevant to the development of packaging, including members of the distribution channel. This framework aims to provide new insight into the creation of new product opportunities through packaging development in a more systematic way than has been evidenced in the past.

An analysis of the repositioning of the “BMW Mini” brand

Purpose – This paper aims to adopt a consumer behaviour perspective and investigate the extent to which BMW has repositioned the new “Mini”. It builds on a previous paper that explored perceptions of the “Mini” brand.Design/methodology/approach – The study adopted a two‐stage approach to data collection, consisting of 66 in‐depth interviews with a cross section of important stakeholders with high brand awareness and knowledge. The paper develops a conceptual framework and offers a novel way for firms to consider the effects of their repositioning strategies on consumers perceptions of a brand.Findings – The findings reveal a substantial repositioning of the brands functional appeal, moving away from the cars price as an appeal towards product build quality. Furthermore, the Minis symbolic appeal, which is based on its fun and sporty image, has largely remained in place.Practical implications – Firms need to recognise the importance of repositioning at both the symbolic and functional level.Originality/...

Exploring the impact of packaging interactions on quality-of-life among older consumers

ABSTRACT This paper explores the concept of consumer vulnerability in the context of older consumers’ packaging interactions. Consumer vulnerability is viewed as a situational state of powerlessness where marketplace imbalances or harm may occur from consuming marketing messages and/or products. The paper draws upon evidence from a series of in-depth interviews and observations with a cross section of 11 consumers aged between 59 and 85 years concerning their experiences with fast-moving consumer goods packaging. The findings reveal that changes as a result of the multiple dimensions of ageing can increase older consumers’ risk of experiencing vulnerability during packaging interactions. The paper provides new insights to aid firms in empowering older consumers through packaging development, thus reducing vulnerability.

The significance of flexibility in improving return on property investment: the UK perspective

Purpose – The purpose of the study described in this paper was to explore with property and facilities managers to what degree they are able to achieve a good return for their organisations on PFM, and what might facilitate or inhibit that.Design/methodology/approach – Semi‐structured interviews were held with 12 managers with significant experience of property and facilities management (PFM). A variety of industry sectors, and the public sector, were represented in the sample. Within these interviews, the researchers were able to explore the opinions of respondents and the qualitative data gathered provided interesting insight on the research topic.Findings – This research identifies that in practice it is extremely difficult for companies to achieve a wide spectrum of added value from property and facilities. Property management may have a lower profile in organisations than it deserves, with a concentration on cost rather than opportunity. A sense of resignation may be created by long leases, which are...

Conceptualising the management of packaging within new product development: a grounded investigation in the UK fast moving consumer goods industry

Purpose – The purpose of this study is to: contribute to existing models of new product development (NPD) and provide new understanding of how a new product’s packaging is managed and integrated into the NPD process of fast-moving consumer goods (FMCG) firms and build on prior research, suggesting that firms lack a pipeline of new packaging innovations by uncovering the factors that influence this pipeline issue. Design/methodology/approach – A grounded theory methodology was adopted. Research was conducted through a total of 37 interviews with key informants in the UK FMCG industry, packaging industry and associated firms. Findings – Three distinct levels of packaging development were revealed: skin deep, body modification and format change. The emphasis within many firms is primarily on changes to packaging at the level of the label (skin deep) or aesthetic design (body modification), whilst technological and format changes are overlooked. The factors that contribute to the level at which development is...

CASE ANALYSIS OF INNOVATION IN THE PACKAGING INDUSTRY USING THE CYCLIC INNOVATION MODEL

This paper builds upon Berkhout et al.s (2010) cyclic innovation model (CIM). This model was shown to provide an effective framework for understanding and managing the innovation process and to address many of the shortcomings of previous models. Building on that article we have applied CIM to an in-depth case study featuring a formable paperboard technology within the packaging industry. Using data gathered from 28 interviews conducted over a three year period, CIM, for the first time, is applied to a low technology industry. In so doing, this paper contributes to a growing body of literature exploring low technology industries and, in turn, demonstrates the wider applicability of CIM beyond technology intensive industries.

A systematic review of barriers to public sector innovation process

ABSTRACT This article provides a systematic review of the empirical literature on barriers within public sector innovation processes, based on data from 63 articles. We investigate the nature of barriers using four dimensions: (i) classification; (ii) interrelations; (iii) innovation process and (iv) types of innovations. A new classification is developed to show that interaction-specific barriers emerge during collaborative innovation. Significantly, we identify that the nature of barriers are more complex than has previously been recognized, where there has been an emphasis on organizational barriers. We identify that the nature of barriers differ in process and innovation types. Moreover, they show interrelations across the process.