The role of communication, environmental sustainability, and innovation in packaging strategy

• This research purpose is to generate knowledge about locally produced companies packaging strategies related to communication, environmental sustainability, and innovation. Additionally, it studies how the areas mentioned can provide companies with a competitive advantage. Case studies have been conducted on Swedish brand owners in the consumable market, evolved from literature studies. The case companies value genuineness in their communication strategy and precisely when connected to the location, focusing on specific attributes that communicate stories about the brand related to its origin. Packaging materials used, so it correlates with how the company wants to be perceived by the consumer. All companies incorporate some form of an environmentally sustainable strategy. The companies project exclusivity through shape choice, material use, location and heritage profiling, retail location, and the usability of the packaging, which also provides a competitive advantage for the companies. The study will aid new and established corporations in missing a dedicated packaging strategy related to the categories discussed. Instead of investing time and resources in dedicated research, this study may help companies gain further insight by providing information on how established and newly formed companies already navigate their packaging strategy regarding communication, environmental sustainability, and innovation. As previous literature has not explored the researched area, this study has contributed to packaging information and served as a portal to brand owners’ decisions regarding the categories. The study aimed to provide information about the packaging strategy of brand owners. However, it does not take into inconsideration any potential financial gain. The study was not able to be verified by repetition. The study is limited to three brand owners related to consumer packaging.

Ämnesord

TEKNIK OCH TEKNOLOGIER  -- Annan teknik -- Livsmedelsteknik (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Other Engineering and Technologies -- Food Engineering (hsv//eng)

Nyckelord

Packaging strategy

Environmental sustainability

Communication

Packaging material

Usability

Intelligent industri

Intelligent Industry

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)