Customer perceptions of the value of new packaging technologies
Abstract
Purpose
The purpose of this study is to examine the value formation and value perceptions of brand owners and retailers in the new digital packaging technology context. The focus of this study concerns the potential of new packaging technologies to offer new value dimensions compared with those offered by current technologies.
Design/methodology/approach
The data were gathered via group interviews conducted in 11 organizations at the brand owner and retail levels. The interviewees consisted of marketing and packaging professionals. A grand tour method and a customer value determination (CVD) method were used as analysis tools.
Findings
This study suggests a value category in the business-to-business context classifying the value drivers of packaging technologies at the product-, service-, and relationship-related levels. Value consists of sub-elements of both positive benefits and negative sacrifices.
Practical implications
This article provides practical implications for organizations both to increase the benefits received through packaging technologies and decrease unavoidable sacrifices.
Originality/value
This study extends the rather scarce knowledge pertaining to value creation and perception in the novel technology context. The value categorization offers a necessary complement to the existing literature concerning value in the business-to-business field.
Keywords
Acknowledgements
The author would like to thank especially senior assistant Juha Munnukka for his valuable comments on prior versions of this article and also Professor Outi Uusitalo and post-doctoral researcher Ulla Ahlfors for their comments and suggestions. The author is grateful for the constructive comments provided by the anonymous reviewers during the review process. This study was a part of a project called “Utilization of inkjet in new packaging applications”. Therefore, for financial support, the author would like to thank the project partners Sinebrychoff, Panda, Valio, SCA, and Kemiart. Received 6 July 2011 Revised 18 August 2012 Accepted 21 August 2012
Citation
Hakola, J. (2013), "Customer perceptions of the value of new packaging technologies", Journal of Business & Industrial Marketing, Vol. 28 No. 8, pp. 649-659. https://doi.org/10.1108/JBIM-07-2011-0086
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited