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Defining a strategy of integration of packaging development into product development

Motte, Damien LU ; Bjärnemo, Robert LU and Jönson, Gunilla LU (2007) 16th International Conference on Engineering Design, 2007 In Proceedings of the 16th International Conference on Engineering Design - ICED'07 DS 42.
Abstract
1 INTRODUCTION

In a global and highly competitive economy, companies have now adopted an increasingly integrated ap-proach to product development. However, packaging logistics has been left out from this integration trend. The reasons are multiple: first packaging is not considered to be an integral part of the product, so it is not part of the product “culture” of the company. In most companies, packaging is considered only at the production phase or as a logistic matter. Secondly, and as importantly, there are multiple ways of inte-grating packaging into product development – and packaging development is often performed by several external suppliers – but no general decision-making supports are available to develop a thorough... (More)
1 INTRODUCTION

In a global and highly competitive economy, companies have now adopted an increasingly integrated ap-proach to product development. However, packaging logistics has been left out from this integration trend. The reasons are multiple: first packaging is not considered to be an integral part of the product, so it is not part of the product “culture” of the company. In most companies, packaging is considered only at the production phase or as a logistic matter. Secondly, and as importantly, there are multiple ways of inte-grating packaging into product development – and packaging development is often performed by several external suppliers – but no general decision-making supports are available to develop a thorough policy in favour of this integration [1].

2 OBJECTIVE

This paper presents a support for guiding the strategic activity of integrating packaging development into product development. It consists on a set of factors that will help the manager chosing among, and build-ing on, a set of 4 types of strategies.

3 METHODS

First the concept of integration is defined, the packaging issues at a strategic level are developed and the major strategy definition types from the literature are described. The types of strategies presented in the support have been extracted from the literature and cases from a survey by [2]. The factors have been de-termined by a systemic approach and their search has been performed using a functional analysis method-ology and a technical packaging literature review (presented in [1). The factors’ influence levels have been determined by a set of criteria (Impact on amount of work for design development, impact on amount of work for manufacturing development, manufacturing investment, consequence if the factor has not been taken into account).

4 RESULTS

As a support for integrating packaging development into product development. The manager has at dis-posal the description of 4 possible strategies integrating packaging development into product development and a set of packaging-specific factors to help him or her in making a more informed choice. The first step is merely to appropriate the different strategy models that can be as much scenarios or sources of inspira-tion the company could adapt. The factors are of 4 types: 1. the functions the product has to fulfil that can be implemented into either the product or the packaging; 2. likewise, a set of working principles types (or modes of operation) corresponding to the functions is defined, 3. the product physical properties and elements that refer to the functions and modes of operations (these factors are thus interrelated and mapped to each other); 4. the product family elements concern the whole family of a product. A level of influence has been also affected to each factor: direct influence (DI); potential influence (PI): the factor can be important for some types of products; minor influence (MI): except for some exceptions, the factor will not influence the degree of integration of packaging development into product development. […]

The 4 types of strategies are:

1. Total integration: packaging is considered as a part of a product, on the same level as any other part.

2. Extended enterprise: the product company chooses not to have packaging as one of its core competen-cies, but packaging development is still sufficiently intertwined with product development to need a strong, long-term partnership with the packaging company(ies).

3. Virtual enterprise: similar to the extended enterprise, the partnership concerns here only a peculiar pro-ject.

4. Supplier-buyer: the packaging is treated as a simple component of a product.

5 CONCLUSION

Based on 4 integration strategy models and a guideline, this support should help strategy planners define their own integrated product development strategies. Further development should include an empirical database (of case studies for example) to guide further the manager in his/her choice. Instead of 4 sets of strategies, it could be possible to break down them into smaller components the manager could choose. This would make possible to model the strategy definition task as a classification or as a configuration design task, and apply the methods developed in knowledge-based system (see [3]).

REFERENCES

[1] Motte, D., Bramklev, C., Bjärnemo, R. A method for supporting the integration of packaging devel-opment into product development. In 14th CIRP International Conference on Life Cycle Engineering 2007 - LCE CIRP, Tokyo, 2007, 95-100 (Springer, London).

[2] Bramklev, C. Concurrent Development of Product and Packaging. Licentiate Thesis, 2004 (Division of Packaging Logistics, Department of Design Sciences LTH, Lund University, Lund).

[3] Schreiber, G. Knowledge engineering and management: the CommonKADS methodology, 2002 (MIT Press, Cambridge, MA). (Less)
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author
organization
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type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
integration strategy, packaging development, integrated product development, packaging logistics, machine design, maskinkonstruktion
in
Proceedings of the 16th International Conference on Engineering Design - ICED'07
editor
Bocquet, Jean-Claude; Tichkiewitch, Serge; Mekhilef, Mounib; Yannou, Bernard and Boujut, Jean-François
volume
DS 42
pages
12 pages
publisher
Design Society
conference name
16th International Conference on Engineering Design, 2007
external identifiers
  • Scopus:84862603831
language
English
LU publication?
yes
id
34178001-a4e6-482c-9ca2-c732cedbd25c (old id 578391)
alternative location
http://www.designsociety.org/publication/25674/defining_a_strategy_of_integration_of_packaging_development_into_product_development
date added to LUP
2008-01-21 17:14:02
date last changed
2016-10-13 04:37:02
@misc{34178001-a4e6-482c-9ca2-c732cedbd25c,
  abstract     = {1 INTRODUCTION<br/><br>
In a global and highly competitive economy, companies have now adopted an increasingly integrated ap-proach to product development. However, packaging logistics has been left out from this integration trend. The reasons are multiple: first packaging is not considered to be an integral part of the product, so it is not part of the product “culture” of the company. In most companies, packaging is considered only at the production phase or as a logistic matter. Secondly, and as importantly, there are multiple ways of inte-grating packaging into product development – and packaging development is often performed by several external suppliers – but no general decision-making supports are available to develop a thorough policy in favour of this integration [1].<br/><br>
2 OBJECTIVE<br/><br>
This paper presents a support for guiding the strategic activity of integrating packaging development into product development. It consists on a set of factors that will help the manager chosing among, and build-ing on, a set of 4 types of strategies.<br/><br>
3 METHODS<br/><br>
First the concept of integration is defined, the packaging issues at a strategic level are developed and the major strategy definition types from the literature are described. The types of strategies presented in the support have been extracted from the literature and cases from a survey by [2]. The factors have been de-termined by a systemic approach and their search has been performed using a functional analysis method-ology and a technical packaging literature review (presented in [1). The factors’ influence levels have been determined by a set of criteria (Impact on amount of work for design development, impact on amount of work for manufacturing development, manufacturing investment, consequence if the factor has not been taken into account).<br/><br>
4 RESULTS<br/><br>
As a support for integrating packaging development into product development. The manager has at dis-posal the description of 4 possible strategies integrating packaging development into product development and a set of packaging-specific factors to help him or her in making a more informed choice. The first step is merely to appropriate the different strategy models that can be as much scenarios or sources of inspira-tion the company could adapt. The factors are of 4 types: 1. the functions the product has to fulfil that can be implemented into either the product or the packaging; 2. likewise, a set of working principles types (or modes of operation) corresponding to the functions is defined, 3. the product physical properties and elements that refer to the functions and modes of operations (these factors are thus interrelated and mapped to each other); 4. the product family elements concern the whole family of a product. A level of influence has been also affected to each factor: direct influence (DI); potential influence (PI): the factor can be important for some types of products; minor influence (MI): except for some exceptions, the factor will not influence the degree of integration of packaging development into product development. […]<br/><br>
The 4 types of strategies are:<br/><br>
1. Total integration: packaging is considered as a part of a product, on the same level as any other part.<br/><br>
2. Extended enterprise: the product company chooses not to have packaging as one of its core competen-cies, but packaging development is still sufficiently intertwined with product development to need a strong, long-term partnership with the packaging company(ies).<br/><br>
3. Virtual enterprise: similar to the extended enterprise, the partnership concerns here only a peculiar pro-ject.<br/><br>
4. Supplier-buyer: the packaging is treated as a simple component of a product. <br/><br>
5 CONCLUSION<br/><br>
Based on 4 integration strategy models and a guideline, this support should help strategy planners define their own integrated product development strategies. Further development should include an empirical database (of case studies for example) to guide further the manager in his/her choice. Instead of 4 sets of strategies, it could be possible to break down them into smaller components the manager could choose. This would make possible to model the strategy definition task as a classification or as a configuration design task, and apply the methods developed in knowledge-based system (see [3]).<br/><br>
REFERENCES<br/><br>
[1] Motte, D., Bramklev, C., Bjärnemo, R. A method for supporting the integration of packaging devel-opment into product development. In 14th CIRP International Conference on Life Cycle Engineering 2007 - LCE CIRP, Tokyo, 2007, 95-100 (Springer, London).<br/><br>
[2] Bramklev, C. Concurrent Development of Product and Packaging. Licentiate Thesis, 2004 (Division of Packaging Logistics, Department of Design Sciences LTH, Lund University, Lund).<br/><br>
[3] Schreiber, G. Knowledge engineering and management: the CommonKADS methodology, 2002 (MIT Press, Cambridge, MA).},
  author       = {Motte, Damien and Bjärnemo, Robert and Jönson, Gunilla},
  editor       = {Bocquet, Jean-Claude and Tichkiewitch, Serge and Mekhilef, Mounib and Yannou, Bernard and Boujut, Jean-François},
  keyword      = {integration strategy,packaging development,integrated product development,packaging logistics,machine design,maskinkonstruktion},
  language     = {eng},
  pages        = {12},
  publisher    = {ARRAY(0x9986960)},
  series       = {Proceedings of the 16th International Conference on Engineering Design - ICED'07},
  title        = {Defining a strategy of integration of packaging development into product development},
  volume       = {DS 42},
  year         = {2007},
}