An exploratory study of marketing, logistics, and ethics in packaging innovation

Abstract

Purpose Packaging is a strategic tool that merits holistic management. Three managerial disciplines have the potential to significantly influence packaging strategy: marketing, logistics, and ethics. Despite the multidimensional nature of packaging, the academic literature tends to analyse these three dimensions separately. To address this shortcoming of a more integrated approach, the aim of this paper is to identify the main integration areas among marketing, logistics, and ethics in packaging innovation projects, in the retail grocery sector. Design/methodology/approach In total, 186 cases of packaging design were selected and the data collected were analysed by quantitative content analysis (cross‐tabulation). Findings The results show that simultaneous integration among marketing, logistics and ethics recurs in only one third of the cases. The main area of integration is between marketing and ethics. To a lesser extent, there is a significant degree of integration between marketing and logistics as well as between logistics and ethics. Nevertheless, the findings of this initial analysis suggest that the potential in terms of integration has yet to be exploited. Practical implications Taking a holistic view of innovation in packaging, the study can assist managers participating in packaging management by providing a conceptual instrument for the integrated evaluation of the multidimensional relationships among the three perspectives. Originality/value The paper provides the first empirical exploration in this field and an original conceptual framework that could serve as a theoretical reference point for future research and as a managerial tool, recognising the urgent need for a careful understanding of how marketing, logistics and ethics may be integrated in innovation projects.