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Packaging Innovation in the Food Industry

British Food Journal

ISSN: 0007-070X

Publication date: 1 September 1990


Develops and exemplifies the proposition that the key factors determining the success of packaging innovation can be unified by considering them as consumer driven, technology driven, and distribution driven. The concept of the packaging and distribution mix is developed to show how organisations can respond, through marketing variables under their control, to attempt to gain a competitive advantage over rivals. A packaging optimisation strategy is described, based on a total systems approach, which proposes a balance between the complex mix of external influences.



Coles, R.C. and Beharrell, B. (1990), "Packaging Innovation in the Food Industry", British Food Journal, Vol. 92 No. 9, pp. 21-32.




Copyright © 1990, MCB UP Limited