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Globally standardized versus locally adapted packaging : A case study at Sony Ericsson Mobile Communications AB

Nilsson, Fredrik LU ; Fagerlund, Magnus LU and Körner, Jonas (2013) In International Journal of Retail and Distribution Management 41(5). p.396-396
Abstract (Swedish)
Purpose
– The purpose of this paper is to provide insights into, and guidance on, how to balance packaging standardisation and adaptation strategies in different markets in the fast moving consumer electronic goods (FMCEG) industry.
Design/methodology/approach
– The research was explorative in nature and was utilised in a case study format. The main data collection methods were a literature review, interviews, and field studies.
Findings
– The paper presents two models developed to: classify markets according to product/packaging visibility at the retailers; and to evaluate packaging portfolios. The use of these models provides insights and understanding for companies aiming to develop their packaging portfolios to... (More)
Purpose
– The purpose of this paper is to provide insights into, and guidance on, how to balance packaging standardisation and adaptation strategies in different markets in the fast moving consumer electronic goods (FMCEG) industry.
Design/methodology/approach
– The research was explorative in nature and was utilised in a case study format. The main data collection methods were a literature review, interviews, and field studies.
Findings
– The paper presents two models developed to: classify markets according to product/packaging visibility at the retailers; and to evaluate packaging portfolios. The use of these models provides insights and understanding for companies aiming to develop their packaging portfolios to increase their sales and make distribution more effective.
Practical implications
– The models developed were valuable in the analysis of the packaging strategy. Significantly, synergies emerged when the models were combined. Professionals can apply these models to other global companies in the FMCEG industry.
Originality/value
– This paper contributes to the debate on global standardisation vs local adaptation by taking a packaging perspective. This paper also demonstrates the need for global companies in the FMCEG industry to understand the value of packaging in different markets. (Less)
Please use this url to cite or link to this publication:
author
organization
alternative title
Globalt standardiserade versus lokalt anpassande förpackningar
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Marketing , Packaging, Fast moving consumer goods, Packaging logistics , Packaging portfolio , Packaging strategy , Retail, Distribution management
in
International Journal of Retail and Distribution Management
volume
41
issue
5
pages
414 pages
publisher
Emerald Group Publishing Limited
external identifiers
  • scopus:84879135488
ISSN
0959-0552
DOI
10.1108/IJRDM-05-2013-0091
language
English
LU publication?
yes
id
343d35a1-1eae-4a53-9432-ef74e155b99d
date added to LUP
2017-04-10 19:46:14
date last changed
2019-09-22 04:41:01
@article{343d35a1-1eae-4a53-9432-ef74e155b99d,
  abstract     = {Purpose<br/>– The purpose of this paper is to provide insights into, and guidance on, how to balance packaging standardisation and adaptation strategies in different markets in the fast moving consumer electronic goods (FMCEG) industry.<br/>Design/methodology/approach<br/>– The research was explorative in nature and was utilised in a case study format. The main data collection methods were a literature review, interviews, and field studies.<br/>Findings<br/>– The paper presents two models developed to: classify markets according to product/packaging visibility at the retailers; and to evaluate packaging portfolios. The use of these models provides insights and understanding for companies aiming to develop their packaging portfolios to increase their sales and make distribution more effective.<br/>Practical implications<br/>– The models developed were valuable in the analysis of the packaging strategy. Significantly, synergies emerged when the models were combined. Professionals can apply these models to other global companies in the FMCEG industry.<br/>Originality/value<br/>– This paper contributes to the debate on global standardisation vs local adaptation by taking a packaging perspective. This paper also demonstrates the need for global companies in the FMCEG industry to understand the value of packaging in different markets.},
  author       = {Nilsson, Fredrik and Fagerlund, Magnus and Körner, Jonas},
  issn         = {0959-0552},
  keyword      = {Marketing ,Packaging,Fast moving consumer goods,Packaging logistics ,Packaging portfolio ,Packaging strategy ,Retail,Distribution management},
  language     = {eng},
  number       = {5},
  pages        = {396--396},
  publisher    = {Emerald Group Publishing Limited},
  series       = {International Journal of Retail and Distribution Management},
  title        = {Globally standardized versus locally adapted packaging :  A case study at Sony Ericsson Mobile Communications AB},
  url          = {http://dx.doi.org/10.1108/IJRDM-05-2013-0091},
  volume       = {41},
  year         = {2013},
}