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Numerous research articles and industry reports are currently available that deal with global sourcing, however, few articles and reports can be specifically found on sourcing packaging materials in the consumer packaged food (CPF) industry. The purpose of this paper is to understand and develop the supplier selection process and overall cost modeling that facilitates the selection of a high‐quality global supplier for low‐cost packaging materials used in large quantities for CPF products.

To gain information relating to packaging material sourcing, a comprehensive literature search was conducted. Additionally, interviews with packaging material sourcing managers and directors were performed at a major global CPF products manufacturer. Knowledge gained from literature, industry interviews and available business data was used to develop a generic strategic outsourcing model and a closed loop business framework for selection of global suppliers of packaging material. This framework utilizes the proposed total cost of ownership model for global sourcing and weighted qualitative criteria matrix demonstrating how it is used in global supplier selection.

The results of this study show a standardized supplier selection process and the total cost of ownership model for a CPF manufacturer which incorporates the different logistic costs such as tariffs, duties, inventory carrying levels and cost of quality. These two models are then merged into a selection matrix to determine with which supplier to enter into a long‐term supply relationship.

The paper combines both the relevant closed loop supplier selection modeling framework and the total cost of ownership model in the selection of supplier for low‐cost high‐volume CPF materials. It adds rigor regarding cost of ownership and emphasizes the need for a strategic rationale when entering into long‐term global supply relationships between CPF products manufacturers and packaging material suppliers.

Supermarket scans in the contextual non-Western markets (Pakistan and China) revealed that the majority Western consumer products are available in both global (English) and the vernacular language (Urdu, Chinese) packaging. The availability of two different packaging raises a question – which is more effective and under what situation. This study aims to address this question by investigating the roles of an internal-oriented disposition (concern for quality) and an external-oriented disposition (social consciousness) on packaging choice, under different consumption situations (conspicuous versus inconspicuous). The conceptual model tested concern for quality as a mediator on the influence of social consciousness on packaging choice, under the moderating effects of conspicuous versus inconspicuous consumption situation.

Two in-store choice experiments were conducted in Pakistan and China. Shoppers who agreed to participate were first primed to either of the two conditions (conspicuous and inconspicuous). They were then shown two packaging types (global versus local language) on store shelves and asked to pick the preferred packaging. Finally, the participants completed a paper-based questionnaire containing the scale items and demographics variables.

Participants with high social consciousness preferred the global (English) packaging. The interaction effect of social consciousness and consumption situation moderated the choice. Concern for quality mediated the influence of social consciousness on global packaging preference.

This study extends the research into packaging by considering the mediating relationship and conceptualisation between external-oriented personal antecedent (social consciousness) and internal-oriented disposition (concern for quality), under different consumption (conspicuous versus inconspicuous) situation. The findings will inform brand managers’ packaging strategies in non-Western markets.

Pharmaceutical marketing, brand protection.

It could be used with the pharmaceutical marketing students and MBA students for analysing counterfeit medicines' menace in developing countries and positioning of a disruptive technology. The case could be used for marketing consultants, Brand managers and executive development programmes to explore issues such as protecting brands through technology, pharmaceutical packaging marketing, competitiveness of counterfeit drugs, global harmonisation.

Against the backdrop of rising menace of counterfeit drugs in developing countries, the case talks in particular about an innovative pharmaceutical packaging company. The company has developed a unique security technology called non-ClonableID™ which can enable products to be authenticated throughout the supply chain, thus protecting brands and preventing misuse. Despite a promising technology, it poses challenges regarding its adoption and commercial success.

Counterfeiting as an inevitable result of Globalization has become a global nuisance and has to be dealt at global level. Brand protection could be one of the lowest cost tools for pharmaceutical companies to restore public confidence in their products and themselves. While all methods for anti-counterfeiting are known to have short lives the menace still must be dealt with. For this, companies need to deploy anti-counterfeiting strategies that set up various layers of security.

Teaching note.

The purpose of this paper is to identify and describe the strategic potential of logistics‐driven packaging innovation in retail supply chains, and suggest propositions for further research and development, providing practitioners with a better basis on which to make strategic packaging and logistics decisions.

An in‐depth case study was conducted at a large global retailer which had implemented an innovative unit load carrier. The case study highlights a previously inaccessible phenomenon, as this type of unit load carrier has only been implemented on a large‐scale in the studied retailer's supply chain. In order to explore the impact of the innovative unit load carrier, the case study draws on a longitudinal research approach.

The case study demonstrates the potential of logistics‐driven packaging innovation in retail supply chains. It provides detailed insights into the impact of an innovative unit load carrier on different supply chain echelons. These insights emphasise the need for a systems perspective in order to understand the total impact of packaging innovations on supply chains.

The case study focuses on the impact of a particular innovation on a particular supply chain. Even though the consequences in other supply chains may be different, this study provides detailed explanations and illustrative examples which generate insights relevant to other firms and supply chains.

This paper provides an understanding of potential trade‐offs between standardised and differentiated packaging, providing practitioners with a better basis for making decisions on packaging design and development.

The paper illustrates the need to consider packaging as a strategic component which contributes to overall supply chain performance. To support strategic packaging decision‐making propositions for packaging innovation in retail supply chains are provided.

The purpose of this paper is to examine the influence of eco-designed packaging on consumers’ responses. It defines the concept of eco-designed packaging, and proposes a consumer-led taxonomy of its cues. Attitudinal and behavioral, positive and negative responses triggered by the perception of these signals are analyzed.

Results were reached through qualitative methods. A phenomenological approach consisting of eight in-depth interviews has been followed by a series of ten Zaltman Metaphor Elicitation Technique (ZMET) interviews. The synergy of these two methods is underlined.

The complexity of packaging ecological cues perception is outlined by expressing the differences in the nature of these cues. A taxonomy is then presented; ecological cues fall into three categories: structural cues, graphical/iconic cues and informational cues. Finally, consumers’ responses to the perception of eco-designed packaging are presented and perceived benefits and perceived sacrifices are revealed.

Packaging is of great importance in consumers’ purchase decision process, especially in situations of temporal pressure and hyperchoice environments. Since consumers take more and more into account the ethicality of the brand in their consumption, the understanding of their attitudes and behaviors toward eco-designed packaging may enable brands to build a competitive advantage.

The literature review reveals that there is no similar research available. The use of two qualitative methods enables to understand consumers’ deep-seated motivations, attitudes and behaviors toward eco-designed packaging. The results of this study can also be used by advertisers, for social marketing campaigns, to encourage consumers to reduce the global ecological footprint of packaging.

Current literature emphasises using a holistic perspective on green packaging development (GPD) as an important strategy for reducing the environmental impact of products’ supply chain (SC). In practice, however, it can be difficult for packaging developers to strike a balance between all the different environmental requirements on packaging, and trade-offs are common. Life cycle assessment (LCA) can provide this type of information, but many food companies lack the time and resources to conduct detailed assessments. The purpose of this paper is to provide prioritization guidelines for food GPD based on a systematic review of food LCAs.

As basis for the suggested guidelines, 48 food LCAs covering eight types of food were reviewed following a standardized format. The review consisted of a quantitative analysis of the global warming potential results and a qualitative analysis of the LCAs’ conclusions.

The prioritization guidelines propose three priority areas for food GPD that companies can select from based on product characteristics. They also provide suggestions for improving packaging in the three priority areas.

The proposed guidelines can help food companies develop packaging solutions that contribute to minimising the environmental impact along food SCs. The review focuses on the role of packaging in food SCs, which has not been previously analysed in published LCA reviews.

The purpose of this paper is to examine the aspects of internal and external transformation that take place in each company along the supply chain when a “sustainable packaging logistics” approach is implemented. Before this can be achieved, it is necessary to identify and characterise the principal cornerstones and stages associated with this implementation.

In the paper the combination of “case study” and “action research” techniques have been chosen. It has been analysed the implementation of “sustainable packaging logistics” in the supply chain of Mercadona (one of the largest retailers in Spain), paying special attention to the implementation and evolution in one of its main food suppliers.

To adopt a “Sustainable Packaging Logistics” approach allows for a proactive integration of the efficiency and sustainability in supply chains. The proposal to implement “sustainable packaging logistics”, based on four cornerstones and three stages of evolution is particularly significant, while contributing to improved competitiveness. This implementation constitutes an evolutionary process which is conditioned by how each area, department or company along the supply chain interpret and assess different packaging features over time.

The model is based on a single supply chain analysis.

This paper may be of interest both for researchers and professionals, because the model can aid companies in improving their global vision of product and packaging design in order to jointly increase sustainability and efficiency in the supply chain.

The postponement boundary problem entails that duties and cross-border trade complexity can lead companies to geographically postpone operations to downstream global facilities. The present study aims at investigating the problem to provide insights into the drivers behind the choice of different postponement strategies for global food supply chains.

A single case study was conducted considering an Italian company exporting olive oil toward the United States. Two global postponement strategies, previously formalized in the literature, were tailored for food supply chains. A multi-methodological approach was adopted, combining data obtained through exploratory case research with empirically grounded analytical modeling. A sensitivity analysis was also performed, to investigate outcomes related to the considered problem when changing key parameters.

Bulky and heavy packing materials account for a big percentage of finished products' volume and weight, and this can deeply affect strategies' cost-effectiveness. Postponing packaging operations could allow for taking advantage of lower tariffs levied on bulk goods, contributing to significantly lower duties to be paid. However, important trade-offs could arise related to the required investments, and the fiscal regulatory frameworks must be carefully examined.

This study offers an empirical investigation of the postponement boundary problem, which is largely unexplored in the current literature. It also tackles an understudied empirical context as global food supply chains. It summarizes the drivers behind and explores the costs related to the implementation of different strategies, offering an original quantitative approach that could support practitioners' decision-making. Lastly, it formalizes five propositions that could pave the way for further research inquiries.

The purpose of this paper is to tackle the issue of store brand equity by considering two store brand’s positioning strategies: those with high perceived added value (the organic store brands), as opposed to economic brands. It takes place in the current environmental considerations showing the important role played by the packaging in determining the store brand equity.

A PLS Path model divided into four sub-models enables the authors to make specific predictions about customers’ purchase intentions. It also provides a concise operational calculation of the brand equity of each studied store brand.

Results show that economic brands build their equity with reinforced packaging, and organic brands maximise their brand equity by using simple packaging. In general, reinforced packaging improves the perceived quality of economic store brands but destroys that of organic brands. The calculations of overall equity scores for each studied store brand reveal that economic brands could benefit from further development whilst organic brands already maximise their equity.

Results will enable large retailers to develop effective campaigns focussing on perceived quality and more specifically by designing packaging that are suitable for the positioning of their brands – a simple packaging for organic brands and a reinforced packaging for economic brands to maximise customers’ value.

This is one of the first studies to deepen the store brand equity, comparing two contrasting types of brands, by studying specifically variations of the levels of customers’ perceived quality depending of two types of packaging.

Corporate diversification, product portfolio analysis, industry structure, international business expansion, beverage industry.

The case is suitable for senior undergraduate and graduate MBA strategic management, international business strategy, and marketing strategy courses.

Thai Beverage Public Company Limited (ThaiBev) was Thailand's largest beverage company and was among Asia's major alcoholic beverage companies. The case situation takes place during the latter part of August 2010, two years after the public announcement of ThaiBev's ambitious intentions to become a comprehensive and integrated beverage company and after having recently re-launched its acquired Wrangyer energy brand, a move signaling ThaiBev's strong commitment to its non-alcoholic beverages. The case describes the beverage industries at the global, regional, and country level and discusses ThaiBev's range of businesses. Marut Buranasetkul, Senior Vice President of Corporate Service and Deputy Managing Director of Thai Beverage Marketing, the sales and marketing arm of ThaiBev, must decide on the direction for ThaiBev to pursue to bring ThaiBev's non-alcoholic beverages to account for at least 10 percent of the company's total revenue. This case presents a number of important strategic topics, particularly in discussing industry structure and competition, as well as diversification issues encountered by a firm that was attempting to create a greater balance between the revenue contributions from its market leading dominant businesses and that of its younger and newer business lines.

Students will: understand the challenges faced by large conglomerates wanting to change their market position; learn to apply different frameworks such as Porter's Five Force Model, portfolio analysis, SWOT and to assess the competitive environment; learn to evaluate a company's current product portfolio and to recommend strategies to improve its allocation of resources; and learn to identify key success factors necessary to compete in a highly competitive industry.

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