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Value Creation in PSS Design Through Product and Packaging Innovation Processes

Olsson, Annika LU and Larsson, Andreas LU (2009) In "Introduction to Product/Service-System Design p.93-109
Abstract
Over the years consumer packaging has become increasingly important as a value-adding element, since packages shape the consumer’s experience with the product during use, as well as accelerate the purchase decision. From a prod-uct/service system perspective, the strategic benefits of viewing packaging as a central value carrier are evident. To consumers, the product and its packaging are often perceived as closely integrated and consumers’ initial impression of the quality and value of a product is sometimes determined by their judgment of the package. Therefore the product, the package and its integrated benefits and fea-tures can be regarded as one product/package/service system.

However, in general, product developers tend to... (More)
Over the years consumer packaging has become increasingly important as a value-adding element, since packages shape the consumer’s experience with the product during use, as well as accelerate the purchase decision. From a prod-uct/service system perspective, the strategic benefits of viewing packaging as a central value carrier are evident. To consumers, the product and its packaging are often perceived as closely integrated and consumers’ initial impression of the quality and value of a product is sometimes determined by their judgment of the package. Therefore the product, the package and its integrated benefits and fea-tures can be regarded as one product/package/service system.

However, in general, product developers tend to over-emphasize the value of the functional properties related to the ‘core product’, leading them to overlook the differentiating benefits that might come from the integration of product and packaging innovation processes.

The move towards developing integrated product/service offerings, rather than traditional artefact based products, implies that the role of packaging needs to be reconsidered in light of, e.g., total life-cycle provisions and environmentally sus-tainable offerings. Furthermore, to make a truly useful impact on product/service system design, the packaging perspective needs to be included from the very start of the development process.

Integrated product development is an established research area, and the integration of different organizational functions and processes such as design, marketing, production and technology is already implemented. However the traditions of integrating product development with packaging development are not well established and immature.

This chapter reviews previous research on the integration between product and packaging development, and highlights some important challenges and opportunities related to improved value creation in the product/service system paradigm. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
value communication, customer satisfaction, product/package/service system, value creation, service addition, Integrated product packaging, packaging development
in
"Introduction to Product/Service-System Design
editor
Sakao, Tomohiko and Lindahl, Mattias
pages
93 - 109
publisher
Springer
external identifiers
  • Scopus:79251589593
ISBN
978 – 1 – 84882- 909-1
language
English
LU publication?
yes
id
49543629-aba7-439e-a6be-e961f5dfa100 (old id 1514900)
alternative location
http://www.springerlink.com/content/978-1-84882-908-4
date added to LUP
2010-01-29 08:40:41
date last changed
2016-10-13 04:40:15
@misc{49543629-aba7-439e-a6be-e961f5dfa100,
  abstract     = {Over the years consumer packaging has become increasingly important as a value-adding element, since packages shape the consumer’s experience with the product during use, as well as accelerate the purchase decision. From a prod-uct/service system perspective, the strategic benefits of viewing packaging as a central value carrier are evident. To consumers, the product and its packaging are often perceived as closely integrated and consumers’ initial impression of the quality and value of a product is sometimes determined by their judgment of the package. Therefore the product, the package and its integrated benefits and fea-tures can be regarded as one product/package/service system.<br/><br>
However, in general, product developers tend to over-emphasize the value of the functional properties related to the ‘core product’, leading them to overlook the differentiating benefits that might come from the integration of product and packaging innovation processes.<br/><br>
The move towards developing integrated product/service offerings, rather than traditional artefact based products, implies that the role of packaging needs to be reconsidered in light of, e.g., total life-cycle provisions and environmentally sus-tainable offerings. Furthermore, to make a truly useful impact on product/service system design, the packaging perspective needs to be included from the very start of the development process.<br/><br>
Integrated product development is an established research area, and the integration of different organizational functions and processes such as design, marketing, production and technology is already implemented. However the traditions of integrating product development with packaging development are not well established and immature. <br/><br>
This chapter reviews previous research on the integration between product and packaging development, and highlights some important challenges and opportunities related to improved value creation in the product/service system paradigm.},
  author       = {Olsson, Annika and Larsson, Andreas},
  editor       = {Sakao, Tomohiko and Lindahl, Mattias},
  isbn         = {978 – 1 – 84882- 909-1},
  keyword      = {value communication,customer satisfaction,product/package/service system,value creation,service addition,Integrated product packaging,packaging development},
  language     = {eng},
  pages        = {93--109},
  publisher    = {ARRAY(0xa0b2918)},
  series       = {"Introduction to Product/Service-System Design},
  title        = {Value Creation in PSS Design Through Product and Packaging Innovation Processes},
  year         = {2009},
}