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The purpose of this paper is to explore the importance of innovative packaging for marketing purposes in a food supply chain. The intent is also to understand the function of packaging as a marketing tool. The outcome of the study is expected to contribute to the link between packaging and marketing literature.

The case study method was chosen in order to assess and investigate how packaging can be used in marketing. The study focuses on narrating the use of packaging for different customer applications and the unit of analyses was the packaging product. In order to analyse the five sub-cases or “corporate stories” a cross-case analysis was used and the analysis of data was carried out in different stages. This approach treats each sub-case as a separate entity and the analysis reveal both similarities and differences among the sub-cases.

The present study demonstrates that packaging has become an important tool in marketing of different products either this is for end-consumers, or customers in a supply chain. This has become more essential as more products are introduced on a market. The study shows the significance of linking packaging to marketing strategy. An important ingredient for that is the use of packaging design for differentiation purposes. The results support also that packaging has become an essential factor for a secure and efficient distribution in a food supply chain. In addition, packaging and packaging design is contributing to value creation for different actors in a food supply chain.

The managerial implication from the case study shows that packaging can be used together with the product concept to create a competitive offering in a market. This gives managers the possibility to differentiate their products from competitive offerings by using packaging and packaging design in a creative manner.

This paper fulfils an identified need for contributions to more research on packaging and marketing strategy. The study shows the influence of packaging on marketing.

The purpose of this paper is to explore international market development for mature products and practices used in a novel business context.

Taking a qualitative approach, the case study method was chosen to investigate how firms develop markets in relation to a new international business context. Critical international decisions are analysed using a managerial perspective.

The success of international ventures depends on managerial learning and effectiveness. In this paper, the authors argue that decisions about international market development can add significantly to the understanding of how business firms enter and develop markets in novel business contexts. Two case studies show different approaches for meeting challenges in distant markets. Four propositions are developed.

A theoretical contribution of this study is the importance of factors that explain international market development decisions in novel business contexts. The balance between incomplete knowledge and making resource commitments is of central concern to international managers. Some of this is tacit knowledge that a firm achieves and learns during the process of market development and other knowledge can only become available after an actual market entry. A second theoretical contribution of this study is the significance of contextual market knowledge in a novel business context.

Reviews a paper on packaging design, to highlight the link between successful sales and marketing strategy and packaging.

Combines theory with case study to highlight the issues to consider in successful package design.

Here's an interesting fact for marketeers. A 2005 study conducted by the Paperboard Packaging Alliance showed that in the minds of consumers, product and package are one and the same. Whatever a package says to a shopper – through words, graphics, material, size – is exactly what its contents become, be they a bottle of perfume or a bottle of milk. An interesting fact for distributors: choosing the right size and material for your packaging could cut your logistical costs considerably. Wherever you are in the supply chain, your department needs to think hard about packaging: an under discussed but increasingly important factor in commercial success.

Explains how each link in the supply chain should think about packaging. Suggests areas for future research.

Opens a conversation on an under‐researched area in supply chain management and marketing strategy.

The purpose with this paper is to investigate the relationship between packaging and the influence it has on marketing from a management point of view.

Based on case studies different packaging solutions are discussed in relation to requirements by customers in the supply chain. Data for the cases were collected by different means including narratives and personal interviews.

New packaging solutions offer the prospect of improved functions in the supply chain, delivering protection and preservation before reaching the ultimate customer. It also offers improved opportunities for better information and communication with the customer. However, the possibilities for innovative packaging solutions must be analyzed in relation to increased costs for packaging and the influence they can have on the environment.

This study extends previous research by linking packaging to the marketing strategy. Even though it is based on four case studies it combines different data sources including both qualitative and quantitative data.

This paper evaluates the implementation of new packaging solutions in the supply chain from a managerial point of view, discussing benefits against challenges. This paper therefore fulfils an identified need for recognising the importance of packaging in relation to the marketing strategy.

The internationalisation has been a slow process for most companies and it has often been a question of gaining experience of other countries step by step. However, during the last two decades, companies have developed their international activities more on a contingency basis. The international market behaviour has also been influenced by a need to take advantage of different market opportunities and by an increasing need to serve customers in the global market environment. Due to the competitive situation, it might also have been necessary to introduce products more quickly on different international markets. In other situations it has been of importance to acquire companies to be able to build up a market position in the local market The purpose with this paper has therefore been to study the need for changes in the international marketing strategy due to requirements from the customers in the local marketplace.

In the changing market environment it is necessary even for small and medium‐sized companies to build long‐term relationships in order to survive and to be competitive in the marketplace. The process of building relationships is a demanding and complex task, especially if it is done in an international environment. As a result of greater international competition changes on the marketplace are occurring more rapidly and companies need to be able to react to the actual competitive situation. This require is different kinds of knowledge about international markets which might be another drawback for small and medium‐sized companies trying to build relationships in the local network.

The purpose of this paper is to study how packaging and packaging design can contribute to competitive advantage for marketing a consumer product.

Different influences from actors in the packaging design process are discussed in a conceptual model. A single case study based on five “corporate stories” about packaging development resulting in a new package are presented and analysed.

The present study demonstrates influences on the design process of a package from external and internal factors. The outcome of the design process is, to a great extent, dependent on the interaction between the main actors in this process. The study argues for the importance of the interaction with customers for planning and conducting the design. The result of such a process is a package that can trigger customers make a purchase and/or re‐inforce the brand name for a re‐purchase of the product.

The main implications for management are that packaging is a vital instrument in modern marketing activities for consumer goods, for example in the competitive food industry. The study highlights a few factors that trigger a customer to purchase a product by designing a suitable package for the product. Packaging design makes it possible to introduce new and better solutions for diverse marketing and logistic problems in a supply chain.

This paper fulfils an identified need for contributions to more research on packaging and marketing strategy.

The purpose of this paper is to describe and analyse how the main driving forces are affecting companies in a supply chain. The focus is on what managers expect will influence customer value from a strategic point of view.

The paper is based on a qualitative study where managers at a division level have been interviewed.

The main driving forces have been identified. These driving forces have been found to affect the business and marketing strategy in the market among different actors, in the technology and due to external changes in the market, e.g. by changes in demography resulting in dissimilar market behaviour. Co‐operation among actors has been found to improve customer value.

The managerial implications therefore indicate that managers need to assess the main driving forces and find a competitive and marketing strategy that can match competition and influence driving forces in the actual market area.

The paper has a longitudinal approach. An important value of the paper is that actors at different stages in the supply chain have been interviewed during a longer period of time.

The main purpose of this paper is to explore how small and medium‐sized firms (SMEs) are meeting market needs in their export marketing strategy (EMS).

A combination of research methods were adopted including expert interviews and a survey among 212 SME exporting firms in the manufacturing industry.

The study offers insight into how exporting firms need to consider different market aspects in their EMS. It confirms the importance of product quality and the significance of flexibility in relation to local export markets. The study highlights a need for service to the market, in addition to a need for fulfilling service requirements when the firm is established in the local market.

The research is limited to SMEs in the manufacturing industry.

The paper contributes to the interface between marketing and entrepreneurship in an international context. The managerial implications emphasize the importance of flexibility in the international market entry.

The increasing internationalisation and globalisation of business has forced many firms to reconsider what contributes to international success. The purpose of this paper is to study international marketing behaviour of firms within the exporting industry.

The main study was conducted by a questionnaire within the Swedish manufacturing industry with respect to firms' exports to Europe. Data was then analysed in relation to four areas – export stimuli, factors affecting market entry, market barriers and need for changes in the marketing strategy.

The findings in this study indicate no general difference in the international marketing behaviour among small and large firms. The main factors affecting market entry relate to proximity due to local representation and a need for service in the local market. The main obstacles are administrative and technical impediment and a fierce competitive situation. Changing market conditions also have an impact on a need to change the marketing strategy. A conceptual model has been developed from findings in the study and by integrating internationalisation and marketing theory.

The main implication is the importance of the fact that management has a commitment to and engagement in international activities especially when a firm is trying to establish a position in a local market. Another implication is that management needs to understand and meet service requirements in the local export market.

This paper fulfils an identified need for recognising the importance of learning more about international marketing behaviour among small and large exporting firms.