Marketing, logistica ed etica dell'innovazione di packaging

Author/s Maria Vernucci*, Alessandra Cozzolino, Laura Michelini
Publishing Year 2008 Issue 2008/2 Language Italian
Pages 29 P. 144-171 File size 148 KB
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Marketing, logistics, and ethics in packaging innovation In the new competitive marketplace, product packaging has become a strategic tool that needs to be managed as a project on the basis of a strong systemic approach. Three main dimensions can influence packaging design: marketing, logistics, and ethics. From this point of view, we assume packaging innovation projects (primary and secondary) as the unit of analysis. The aim of this study is to identify: a) the specific issues that are the basis of marketing, logistics, and ethics for packaging innovation management and b) the main trends in packaging design projects referring to marketing, logistics, and ethics dimensions, especially in term of their integration. Combining desk and field research, it is possible to delineate integration trends in packaging innovation projects and to identify new perspectives in packaging design. Keywords: packaging, innovation, marketing, logistics, ethics, integration.

Maria Vernucci*, Alessandra Cozzolino, Laura Michelini, Marketing, logistica ed etica dell'innovazione di packaging in "MERCATI E COMPETITIVITÀ" 2/2008, pp 144-171, DOI: