{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,26]],"date-time":"2026-10-26T00:06:30Z","timestamp":1792973190253,"version":"4.5.0"},"reference-count":55,"publisher":"Emerald","issue":"11","license":[{"start":{"date-parts":[[2013,10,21]],"date-time":"2013-10-21T00:00:00Z","timestamp":1382313600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2013,10,21]]},"abstract":"<jats:sec>\n               <jats:title content-type=\"abstract-heading\">Purpose<\/jats:title>\n               <jats:p> \u2013 The purpose with this paper is to investigate the relationship between packaging and the influence it has on marketing from a management point of view. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title>\n               <jats:p> \u2013 Based on case studies different packaging solutions are discussed in relation to requirements by customers in the supply chain. Data for the cases were collected by different means including narratives and personal interviews. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Findings<\/jats:title>\n               <jats:p> \u2013 New packaging solutions offer the prospect of improved functions in the supply chain, delivering protection and preservation before reaching the ultimate customer. It also offers improved opportunities for better information and communication with the customer. However, the possibilities for innovative packaging solutions must be analyzed in relation to increased costs for packaging and the influence they can have on the environment. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title>\n               <jats:p> \u2013 This study extends previous research by linking packaging to the marketing strategy. Even though it is based on four case studies it combines different data sources including both qualitative and quantitative data. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title>\n               <jats:p> \u2013 This paper evaluates the implementation of new packaging solutions in the supply chain from a managerial point of view, discussing benefits against challenges. This paper therefore fulfils an identified need for recognising the importance of packaging in relation to the marketing strategy.<\/jats:p>\n            <\/jats:sec>","DOI":"10.1108\/bfj-12-2011-0297","type":"journal-article","created":{"date-parts":[[2013,10,28]],"date-time":"2013-10-28T12:23:31Z","timestamp":1382963011000},"page":"1547-1563","source":"Crossref","is-referenced-by-count":78,"title":["Linking packaging to marketing: how packaging is influencing the marketing strategy"],"prefix":"10.1108","volume":"115","author":[{"given":"Bo","family":"Rundh","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022031720304051400_b1","unstructured":"Aaker, D.A.\n                and \n                  McLoughlin, D.\n                (2007), Strategic Market Management, European ed., Wiley, Chichester."},{"key":"key2022031720304051400_b2","doi-asserted-by":"crossref","unstructured":"Ampuero, O.\n                and \n                  Vila, N.\n                (2006), \u201cConsumer perceptions of product packaging\u201d, Journal of Consumer Marketing, Vol. 23 No. 2, pp. 100-112.","DOI":"10.1108\/07363760610655032"},{"key":"key2022031720304051400_b3","doi-asserted-by":"crossref","unstructured":"Banks, S.\n                (1950), \u201cThe measurement of the effect of a new packaging material upon preference and sales\u201d, Journal of Business, Vol. 23 No. 2, pp. 71-80.","DOI":"10.1086\/232943"},{"key":"key2022031720304051400_b4","doi-asserted-by":"crossref","unstructured":"Benjamin, B.\n                (2006), \u201cThe case study: storytelling in the industrial age and beyond\u201d, On the Horizon, Vol. 14 No. 4, pp. 159-164.","DOI":"10.1108\/10748120610708069"},{"key":"key2022031720304051400_b5","unstructured":"Billerud\n                (2011), Billerud, available at: www.billerud.se\/Investors\/Media\/Newsroom\/ (accessed 6 May 2011)."},{"key":"key2022031720304051400_b6","doi-asserted-by":"crossref","unstructured":"Bloch, P.H.\n                (1995), \u201cSeeking the ideal form: product design and consumer response\u201d, Journal of Marketing, Vol. 59 No. 3, July, pp. 16-29.","DOI":"10.1177\/002224299505900302"},{"key":"key2022031720304051400_b7","doi-asserted-by":"crossref","unstructured":"Bone, P.\n                and \n                  Corey, R.J.\n                (2000), \u201cPackaging ethics: perceptual differences among packaging professionals, brand managers, and ethically-interested consumers\u201d, Journal of Business Ethics, Vol. 24 No. 3, April, pp. 199-213.","DOI":"10.1023\/A:1006257523743"},{"key":"key2022031720304051400_b8","unstructured":"BSI\n                (2011), Easy to Open, The British Standards Institution, London, available at: www.bisgroup.com\/Consumer standards (accessed 30 November 2011)."},{"key":"key2022031720304051400_b9","doi-asserted-by":"crossref","unstructured":"Clement, J.\n                (2007), \u201cVisual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design\u201d, Journal of Marketing Management, Vol. 23 Nos 9-10, pp. 917-928.","DOI":"10.1362\/026725707X250395"},{"key":"key2022031720304051400_b10","doi-asserted-by":"crossref","unstructured":"Day, D.S.\n                (1994), \u201cThe capabilities of market-driven companies\u201d, Journal of Marketing, Vol. 58 No. 4, pp. 37-51.","DOI":"10.2307\/1251915"},{"key":"key2022031720304051400_b11","doi-asserted-by":"crossref","unstructured":"Day, D.S.\n                (2011), \u201cClosing the marketing capabilities gap\u201d, Journal of Marketing, Vol. 75 No. 4, pp. 183-195.","DOI":"10.1509\/jmkg.75.4.183"},{"key":"key2022031720304051400_b12","unstructured":"De Pelsmacker, P.\n               , \n                  Geuens, M.\n                and \n                  Van den Bergh, J.\n                (2007), Marketing Communications: A European Perspective, 3rd ed., Prentice Hall, London."},{"key":"key2022031720304051400_b13","doi-asserted-by":"crossref","unstructured":"Denning, S.\n                (2006), \u201cEffective storytelling: strategic narrative techniques\u201d, Strategy and Leadership, Vol. 34 No. 1, pp. 42-48.","DOI":"10.1108\/10878570610637885"},{"key":"key2022031720304051400_b14","doi-asserted-by":"crossref","unstructured":"Eisenhardt, K.M.\n                (1989), \u201cBuilding theories from case study research\u201d, Academy of Management Research, Vol. 14 No. 4, pp. 532-550.","DOI":"10.5465\/amr.1989.4308385"},{"key":"key2022031720304051400_b15","doi-asserted-by":"crossref","unstructured":"Eisenhardt, K.M.\n                (1991), \u201cBetter stories and better conducts: the case for rigor and competitive logic\u201d, Academy of Management Review, Vol. 16 No. 3, pp. 620-627.","DOI":"10.5465\/amr.1991.4279496"},{"key":"key2022031720304051400_b16","doi-asserted-by":"crossref","unstructured":"Eisenhardt, K.M.\n                and \n                  Graebner, M.E.\n                (2007), \u201cTheory building from cases: opportunities and challenges\u201d, Academy of Management Journal, Vol. 50 No. 1, pp. 25-32.","DOI":"10.5465\/amj.2007.24160888"},{"key":"key2022031720304051400_b18","doi-asserted-by":"crossref","unstructured":"Garreston, J.A.\n                and \n                  Burton, S.\n                (2005), \u201cThe role of spokecharacters as advertisement and package cues in integrated marketing communications\u201d, Journal of Marketing, Vol. 69 \n               4, October, pp. 118-132.","DOI":"10.1509\/jmkg.2005.69.4.118"},{"key":"key2022031720304051400_b17","unstructured":"GfK\n                (2011), GfK, available at: www.gfk.com\/group\/events_insights\/studien\/studienarchiv\/index.en.html. (accessed at 17 October 2011)."},{"key":"key2022031720304051400_b19","unstructured":"Incepen\n                (2011), \u201cWhy products are packaged the way they are\u201d, available at: www.packagingfedn.co.uk\/factsheets.html\/ (accessed 22 November 2011)."},{"key":"key2022031720304051400_b20","unstructured":"Innventia\n                (2011), \u201cPackaging\u201d, available at: www.innventia.com\/ (accessed 21 October 2011)."},{"key":"key2022031720304051400_b21","unstructured":"Kauppinen, H.\n                (2004), Colours as Non-Verbal Signs on Packages, Publications of the Swedish School of Economics and Business Administration, Helsinki, Dissertation No. 139."},{"key":"key2022031720304051400_b22","unstructured":"Korsnas\n                (2011), Korsnas, available at: www.korsnas.com\/en\/Om-Korsnas\/ (accessed 26 March 2011)."},{"key":"key2022031720304051400_b23","unstructured":"Kotler, P.\n                and \n                  Keller, K.L.\n                (2009), Marketing Management, 13th ed., Prentice Hall, London."},{"key":"key2022031720304051400_b24","unstructured":"Lauterborn, R.\n                (1990), \u201cNew marketing litany: 4Ps pass\u00e9, 4Cs take over\u201d, Advertising Age, October 1, p. -."},{"key":"key2022031720304051400_b25","doi-asserted-by":"crossref","unstructured":"Lee, S.G.\n                and \n                  Lye, S.W.\n                (2003), \u201cDesign for manual packaging\u201d, International Journal of Physical Distribution & Logistics Management, Vol. 33 No. 2, pp. 163-189.","DOI":"10.1108\/09600030310469162"},{"key":"key2022031720304051400_b26","doi-asserted-by":"crossref","unstructured":"Lyons, H.\n                (2005), \u201cFood industry case studies: a suitable medium for publications\u201d, British Food Journal, Vol. 107 No. 9, pp. 702-713.","DOI":"10.1108\/00070700510615080"},{"key":"key2022031720304051400_b27","doi-asserted-by":"crossref","unstructured":"Meredith, J.\n                (1998), \u201cBuilding operations management theory through case and field research\u201d, Journal of Operations Management, Vol. 16 No. 4, pp. 441-454.","DOI":"10.1016\/S0272-6963(98)00023-0"},{"key":"key2022031720304051400_b28","doi-asserted-by":"crossref","unstructured":"Nancarrow, C.\n               , \n                  Wright, L.T.\n                and \n                  Brace, I.\n                (1998), \u201cGaining competitive advantage from packaging and labelling in marketing communications\u201d, British Food Journal, Vol. 100 No. 2, pp. 110-118.","DOI":"10.1108\/00070709810204101"},{"key":"key2022031720304051400_b29","unstructured":"Packaging Federation\n                (2008), Packaging in Perspective, Packaging Federation, London, available at: www.packagingfedn.co.uk\/factsheets.html (accessed 6 October 2011)."},{"key":"key2022031720304051400_b30","unstructured":"Patton, M.Q.\n                (1990), Qualitative Evaluation Methods, Sage, Thousand Oaks, CA."},{"key":"key2022031720304051400_b31","doi-asserted-by":"crossref","unstructured":"Prendergast, G.\n                and \n                  Pitt, L.\n                (1996), \u201cPackaging, marketing logistics and the environment: are there trade-offs?\u201d, International Journal of Physical Distribution & Logistics Management, Vol. 26 No. 6, pp. 66-72.","DOI":"10.1108\/09600039610125206"},{"key":"key2022031720304051400_b33","doi-asserted-by":"crossref","unstructured":"Raghubir, P.\n                and \n                  Greenleaf, E.A.\n                (2006), \u201cRatios in proportion: what should the shape of the package be?\u201d, Journal of Marketing, Vol. 70 No. 2, April, pp. 95-107.","DOI":"10.1509\/jmkg.70.2.95"},{"key":"key2022031720304051400_b34","doi-asserted-by":"crossref","unstructured":"Rettie, R.\n                and \n                  Brewer, C.\n                (2000), \u201cThe verbal and visual components of package design\u201d, Journal of Product and Brand Management, Vol. 9 No. 1, pp. 56-70.","DOI":"10.1108\/10610420010316339"},{"key":"key2022031720304051400_b35","doi-asserted-by":"crossref","unstructured":"Rundh, B.\n                (2005), \u201cThe multi-faceted dimension of packaging: marketing logistic or marketing tool?\u201d, British Food Journal, Vol. 111 No. 9, pp. 670-684.","DOI":"10.1108\/00070700510615053"},{"key":"key2022031720304051400_b36","doi-asserted-by":"crossref","unstructured":"Rundh, B.\n                (2009), \u201cPackaging design: creating competitive advantage with product packaging\u201d, British Food Journal, Vol. 111 No. 9, pp. 988-1002.","DOI":"10.1108\/00070700910992880"},{"key":"key2022031720304051400_b37","doi-asserted-by":"crossref","unstructured":"Schoormans, J.P.L.\n                and \n                  Robben, H.S.J.\n                (1997), \u201cThe effect of new package design on product attention, categorization and evaluation\u201d, Journal of Economic Psychology, Vol. 18 No. 2, pp. 271-287.","DOI":"10.1016\/S0167-4870(97)00008-1"},{"key":"key2022031720304051400_b38","unstructured":"Schwartz, D.\n                (1971), \u201cEvaluating packages\u201d, Journal of Advertising Research, Vol. 11, October, pp. 29-32."},{"key":"key2022031720304051400_b39","doi-asserted-by":"crossref","unstructured":"Selame, T.\n                and \n                  Koukos, P.\n                (2002), \u201cIs your package shelf-evident?\u201d, Design Management Journal, Vol. 13 No. 4, Fall, pp. 25-31.","DOI":"10.1111\/j.1948-7169.2002.tb00327.x"},{"key":"key2022031720304051400_b41","unstructured":"Stora Enso\n                (2010), Stora Enso Packaging Boards, Stora Enso, Helsinki."},{"key":"key2022031720304051400_b42","unstructured":"Stora Enso\n                (2011), Rethink Insert: Facts & Figures \u2013 Stora Enso's Year 2010, Stora Enso, Stockholm."},{"key":"key2022031720304051400_b48","doi-asserted-by":"crossref","unstructured":"\u00dclger, B.\n                (2009), \u201cPackages with cartoon trade characters versus advertising: an empirical examination of preschoolers' food preferences\u201d, Journal of Food Products Marketing, Vol. 15 No. 1, pp. 104-117.","DOI":"10.1080\/10454440802470649"},{"key":"key2022031720304051400_b47","doi-asserted-by":"crossref","unstructured":"Underwood, R.L.\n                (2003), \u201cThe communicative power of product packaging: creating brand identity via lived and mediated experience\u201d, Journal of Marketing Theory and Practice, Vol. 11 No. 1, pp. 62-76.","DOI":"10.1080\/10696679.2003.11501933"},{"key":"key2022031720304051400_b46","doi-asserted-by":"crossref","unstructured":"Underwood, R.L.\n                and \n                  Klein, N.M.\n                (2002), \u201cPackaging as brand communication: effects of product pictures on consumer responses to the package and brand\u201d, Journal of Marketing Theory and Practice, Vol. 10 No. 4, Fall, pp. 58-68.","DOI":"10.1080\/10696679.2002.11501926"},{"key":"key2022031720304051400_b44","doi-asserted-by":"crossref","unstructured":"Underwood, R.L.\n                and \n                  Ozanne, J.\n                (1998), \u201cIs your package an effective communicator? A normative framework for increasing the communicative competence of packaging\u201d, Journal of Marketing Communication, Vol. 4 No. 4, pp. 207-220.","DOI":"10.1080\/135272698345762"},{"key":"key2022031720304051400_b45","doi-asserted-by":"crossref","unstructured":"Underwood, R.L.\n               , \n                  Klein, N.M.\n                and \n                  Burke, R.R.\n                (2001), \u201cPackaging communication: attentional effects of product imagery\u201d, Journal of Product & Brand Management, Vol. 10 No. 7, pp. 403-422.","DOI":"10.1108\/10610420110410531"},{"key":"key2022031720304051400_b50","doi-asserted-by":"crossref","unstructured":"Vazquez, D.\n               , \n                  Bruce, M.\n                and \n                  Studd, R.\n                (2003), \u201cA case study exploring the packaging design management process within a UK food retailer\u201d, British Food Journal, Vol. 105 No. 9, pp. 602-617.","DOI":"10.1108\/00070700310497345"},{"key":"key2022031720304051400_b49","doi-asserted-by":"crossref","unstructured":"Wansink, B.\n                (1996), \u201cCan package size accelerate usage volume?\u201d, Journal of Marketing, Vol. 60 No. 3, pp. 1-14.","DOI":"10.1177\/002224299606000301"},{"key":"key2022031720304051400_b51","unstructured":"West, D.\n               , \n                  Ford, J.\n                and \n                  Ibrahim, E.\n                (2010), Strategic Marketing. Creating Competitive Advantage, 2nd ed., Oxford University Press, Oxford."},{"key":"key2022031720304051400_b52","unstructured":"World Packaging Organisation\n                (2008), \u201cMarket statistics and future trends in global packaging\u201d, World Packaging Organisation, Naperville, IL, available at: www.worldpackaging.org\/publications\/default.asp (accessed 13 May 2009)."},{"key":"key2022031720304051400_b53","unstructured":"World Packaging Organisation\n                (2009), \u201cPackaging is the answer to world hunger\u201d, World Packaging Organisation, Naperville, IL, available at: www.worldpackaging.org\/publications\/default.asp (accessed 13 May 2009)."},{"key":"key2022031720304051400_b55","unstructured":"Yin, R.\n                (1994), Case Study Research, 2nd ed., Sage Publications, London."},{"key":"key2022031720304051400_b54","doi-asserted-by":"crossref","unstructured":"Young, S.\n                (2004), \u201cBreaking down the barriers to packaging innovation\u201d, Design Management Review, Vol. 15 No. 1, pp. 68-73.","DOI":"10.1111\/j.1948-7169.2004.tb00152.x"},{"key":"key2022031720304051400_frg1","unstructured":"Produkter\n                (2011), Produkter, available at: www.findus.se\/produkter\/ (accessed 10 October 2011)."},{"key":"key2022031720304051400_frg2","unstructured":"Smurfit Kappa\n                (2011), \u201cThe art of defending Absolut's top position\u201d, available at: www.smurfitkappa.se\/ (accessed 18 October 2011)."},{"key":"key2022031720304051400_frg3","unstructured":"Storaenso\n                (2011), Storaenso, available at: www.storaenso.com\/media-centre\/Pages\/media-centre.aspx (accessed 26 May 2011)."}],"container-title":["British Food Journal"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/BFJ-12-2011-0297","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/BFJ-12-2011-0297\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/BFJ-12-2011-0297\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T23:27:37Z","timestamp":1753399657000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/bfj\/article\/115\/11\/1547-1563\/17515"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2013,10,21]]},"references-count":55,"journal-issue":{"issue":"11","published-print":{"date-parts":[[2013,10,21]]}},"alternative-id":["10.1108\/BFJ-12-2011-0297"],"URL":"https:\/\/doi.org\/10.1108\/bfj-12-2011-0297","relation":{},"ISSN":["0007-070X"],"issn-type":[{"value":"0007-070X","type":"print"}],"subject":[],"published":{"date-parts":[[2013,10,21]]}}}