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The purpose of this paper is to optimize the key parameters (mesh count, paper type and ink type) in screen printing, which are affecting the printed ink volume. The objective of the optimization was to maximize the color reliability by decreasing the color difference (ΔE value) of the prints while minimizing the ink consumption. Screen printing is still dominating the printing industry to make cost-effective production when high volumes are needed.

The experiment was designed using the Taguchi method, and the samples were prepared with screen-printing by using the standard squeegee angle and pressure. The effect of mesh count, ink type and paper type on ink consumption was evaluated with using analysis of variances and main effects plots of S/N ratio and standard deviation.

The factors ink type, paper type and mesh count were found significant for ink consumption due to their Probability (P) values which were lower than 0.05. It was determined that the mesh count was the most critical variable with the analysis of variance. The analysis showed that the selection of an optimum mesh count was the key to controlling the amount of the deposited ink. Although mesh counts were inversely proportional with the ink consumptions, they did not affect the color differences as expected.

The optimization of process parameters, that are most effective on the print quality, is necessary to minimize the ink usage and lower the costs and environmental impact without exceeding the desired ΔE value limits.

Based on the chain liability and green halo effects, this study uses the perspective of multi-tier supply chain management to examine the impact mechanism and boundary conditions of suppliers' green innovation types on consumers' willingness to participate in value co-creation with focal firms from the perspective of multi-tier supply chain management.

Using four situational experiments, 660 participants were recruited in Credamo, and SPSS 23.0 was used for data analysis. Experiments 1a and 1b verify the effect of suppliers' green innovation on consumers' willingness to participate in value co-creation with focal firms; experiment 2 examines the mediating effect of green sincerity perception; and experiment 3 explores the moderating effect of innovation proactiveness.

The results show that suppliers' green innovation efforts are more sincere when they are substantive (vs. symbolic), thereby generating higher value co-creation intentions. As a driving force, innovation proactiveness moderates the influence of suppliers' green innovation types on consumer's willingness to co-create value with focal firms.

This study enriches the literature on green supply chain management (GSCM) and consumers' willingness to co-create value. Furthermore, this study provides firms with practical guidance to improve marketing performance and green innovation practices through multilevel GSCM.

Manufacturing companies continue to encounter a diverse set of obstacles while embracing sustainable development goals. Accordingly, the purpose of this study is to explore critical sustainable development-related barriers to flexible packaging manufacturing companies in the New Zealand context.

Drawing on a qualitative multiple case studies approach, the authors collected data from the New Zealand flexible packaging industry. Semistructured interviews were conducted with the senior corporate managers in two large flexible packaging companies. Following the thematic analysis approach, the authors analyzed the information collected from the participants and synthesized our findings under the key dimensions of internal and external barriers to sustainable development.

The findings revealed that internal barriers to sustainable flexible packaging are linked to economic, operational and technical issues. Conversely, external barriers include global crises and disruption, customer behavior and preferences and institutional and infrastructural-related aspects. Based on the analysis of empirical findings, the authors further identified the underlying reasons for sustainable flexible packaging barriers and recommended guidelines that could assist corporate managers and policymakers in addressing obstacles inhibiting the flexible packaging industry from adopting sustainable business practices.

The authors argue that this study is one of the early studies to consider inhibiting factors to incorporate sustainable development into the New Zealand flexible packaging industry context. Building on a range of theoretical perspectives, the authors extend the current body of knowledge seeking to advance the sustainable development agenda in the New Zealand flexible packaging industry and offer recommended pathways fostering sustainable development in a distinctive manufacturing context.

Research has largely disregarded consumer–packaging interaction in contexts other than retail. Focusing on the powerful cue of colour and consumers’ pleas for sustainability and drawing on the customer journey and moments of consumption, this study investigates how packaging colour meanings are redefined from retail to home and how the meaning of sustainability for colour transforms.

A qualitative methodology was employed with 27 informants, who were interviewed in pairs or in small groups of three.

First, colour meanings emerge outside the retail context, confirming the idea of the packaging journey. Colours are dynamic, as meanings are redefined throughout the voyage. In retail, colour conveys brand, product, environmental and origin-related meanings, while at home it conveys product, food- and health-related meanings. At the end of the journey, colour communicates disposal, environmental, health and origin-related meanings. Second, the meaning of sustainability for colour transforms during the voyage from being conveyed by a colour hue to being perceived as a material and, therefore, as a waste and recycling concern.

The study adds insight into the role of colour in the packaging life cycle, wherein colour transforms from a visual packaging cue to an issue of materiality. The recyclability of colours is a prevailing sustainability issue that deserves attention within the packaging industry. The study argues that although the consumer–packaging interaction in the retail context is essential, managers should recognise that the interaction continues with colours from in-store purchase decisions to consumers’ homes (use and recycling).

This study analyzes sustainable practices adopted by Italian firms to enhance the circularity of packaging and related results in terms of environmental improvements.

The authors developed an empirical analysis using publicly available data from the National Consortium of Packaging (CONAI) in Italy, which consists of 603 circular packaging projects. The authors ran both descriptive and prescriptive analyses to determine individual sustainable practices and portfolios adopted to enhance packaging circularity and to verify related reductions in terms of CO2 emissions as well as energy usage and water consumption.

The findings reveal that firms are more accustomed to focusing on single sustainable practices than on portfolios of practices to achieve packaging circularity. Raw material saving and logistics optimization are the most frequent sustainable practices adopted by firms to improve circularity of packaging. The reuse of packaging allows firms to simultaneously reduce CO2 emissions, energy usage and water consumption. Preferences in terms of portfolio of sustainable practices are strictly linked to the types of materials used for packaging and environmental targets.

The authors investigate environmental practices that firms adopt to support packaging circularity, and the authors detect portfolios of sustainable practices that positively impact environmental performance indicators. This research extends a significant glimpse into the portfolio of sustainable practices for packaging in the circular economy implemented by firms, filling academic gaps and indicating business opportunities and avenues for economic development.

This paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry.

This study analyzes the marketing in case study of the fountain pen industry through two coordinates – symbolizing status and branding nostalgia. The division of analyses in these categories is supplanted by data, such as linear regression to analyze changes in product characteristics.

This study finds that the rebranding of the fountain pen in multiple fitting images – status symbol, object of nostalgia and something scarce and unique – is successful in capturing consumer demand, shaping consumer perceptions and help the mature industry locate as well as enter a niche market.

To the best of the authors’ knowledge, this paper is the first one to explore the business development of traditional industry as a case study of fountain pens from the perspective of marketing and consumer behavior.

This chapter investigates the issue of tattoos and examines whether the presence of visible tattoos still influences front line workers' employment chances. It finds that irrespective of a general societal shift towards greater tattoo acceptance and integration into modern society, negative stereotypes about tattoos still exist. Acceptance of tattoos in the workplace was dependent on the nature, size and location of the tattoo, as well as the occupation in question, and individual customer characteristics. Respondents were generally more accepting of tattoos on people nowadays. However, there was concern that employees with visible tattoos may still face stigma in the workplace. The findings revealed that most people will cover up a tattoo during an interview out of fear of negative discrimination by the interviewer.

This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions.

Employing a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo.

Results show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values).

This study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications.

This study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.

Despite differing strategies towards environmental sustainability in developed and developing nations, the manufacturing sector in these regional domains faces substantial environmental issues. The purpose of this study is to examine the green-lean-six sigma (GLSS) enablers and outcomes for enhancing environmental sustainability of manufacturing firms in both, a developed and developing country context by using an environment-centric natural resource-based view (NRBV).

First, a framework of GLSS enablers and outcomes aligned with the NRBV strategic capabilities is proposed through a systematic literature review. Second, this framework is used to empirically investigate the GLSS enablers and outcomes of manufacturing firms through in-depth interviews with lean six sigma and environmental consultants from New Zealand (NZ) and Pakistan (PK) (developed and developing nations).

Analysis from both regional domains highlights the use of GLSS enablers and outcomes under different NRBV capabilities of pollution prevention, product stewardship and sustainable development. A comparison reveals that NZ firms practice GLSS to comply with environmental regulatory requirements, avoid penalties and maintain their clean-green image. Conversely, Pakistani firms execute GLSS to reduce energy use, satisfy international customers and create a green image.

This paper provides new insights on GLSS for environmental sustainability which can assist industrial experts and academia for future strategies and research.

This is one of the early comparative studies that has used the NRBV to investigate GLSS enablers and outcomes in manufacturing firms for enhancing environmental performance comparing developed and developing nations