Value Creation in PSS Design Through Product and Packaging Innovation Processes
Author
Editor
- Tomohiko Sakao
- Mattias Lindahl
Summary, in English
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.
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.
Department/s
Publishing year
2009
Language
English
Pages
93-109
Publication/Series
"Introduction to Product/Service-System Design
Links
Document type
Book chapter
Publisher
Springer
Topic
- Other Mechanical Engineering
Keywords
- value communication
- customer satisfaction
- product/package/service system
- value creation
- service addition
- Integrated product packaging
- packaging development
Status
Published
ISBN/ISSN/Other
- ISBN: 978 – 1 – 84882- 909-1