The Change from Feature Focus to Customer Focus in Packaging Development

The paper and packaging industry is a major and important industry in Sweden. The industry is capital intensive with a large investment base and long cycles for renewal and replenishment of machine platforms and other production equipment. Thus, the paper/packaging industry traditionally has a technical product oriented view and product development in the industry is partly made and understood in isolation from customer and consumer knowledge. In the packaging industry, paper material is the dominant but has lately experienced increased competition from plastics. In this prevailing situation, it has been hard to identify competitive advantages of paper material and packaging producers and converters have not been able to meet the changed market and customer requirements. The paper industry therefore needs to provide packaging materials and packaging solutions that provide competitive advantage and meet the needs and expectations of customers and consumers. Based on this background, the basic postulate proposed for investigation in this research is the need to turn toward a customer perspective, with increased customer understanding, in the development of packages and paper packaging material. The purpose of this research is to better understand the different factors that affect the transformation of perspectives, from a product perspective to a customer perspective, in paper/packaging producing organizations, with regard to product and service development. The understanding of the transformation of perspectives is interesting both from an expected customer outcome and from the viewpoint of the producing organization. The research aim is to highlight the perspective transformation in the organization on a system level as well as on an individual level, since the impact of individuals cannot be excluded when the aim is to understand such transformation. It is identified from research in service management that customer orientation is central in service management and that service development emanates from customer needs. Therefore, learning from the service industry, for knowledge transfer and for implementation in the paper/packaging industry is part of this research. The entire research is based on different studies in the paper/packaging industry and in the service industry. All studies are based on real-life case situations with qualitative, subjective and interpretive analysis. The results from these different cases are presented in five separate papers that are appended to this thesis. The thesis takes up a summary of the papers and the entire research. Based on the postulate that packaging development need to adopt a customer perspective, the research suggest for the packaging industry to align services to the core products for competitive advantage and increased customer value. The postulated customer perspective further proposes the package producer to regard oneself as part of the customers? and consumers? system. Models for working with the postulated perspective change as well as models for integration of individuals to the organizational systems are provided as a framework and theoretical contribution. The integration of the individuals to the organizational system concludes that the relations between employees and customers are pivotal for an increased understanding of customer needs. The interaction between product development employees and customers can therefore be enhanced through the trust of individuals within a system to transcend organizational boundaries into the entire system. It is further concluded in the research, that the transformation of perspectives is dependent on individuals and their learning. A daily desire to learn within an organization and individual courage to question the status quo, is necessary for the change to happen. One practical contribution of this research is the methods developed for such individual learning and for changing individuals? mindsets from a product/feature perspective to a customer value perspective in product and service development. In order to build knowledge about the transformation of perspectives, this research suggests action research as the preferred methodology for studying change processes. The main reason is the possibility to integrate human aspects into the change process and to get deep access to reality when studying the change of perspectives at the producer

Temperature controlled supply chains call for improved knowledge and shared responsibility

In modern industrialised society prepared meals and eating out of home is an increasing phenomenon. This develops new business opportunities for food manufacturers, since they need to create more convenience to the consumers through food that can be prepared and served quickly. However, the new food products require increased quality and safety and thereby more controlled distribution. The issue in distribution of temperature sensitive food is to store, handle and transport products to minimal cost with keeping as much as possible of original quality and shelf life. The paper describes how the system for distribution of chilled food, from manufacturer to end-user, operates in Sweden, with focus on temperature keeping and shelf life. A comparison to the UK is made. The aim is to identify critical points in the food supply chains and to suggest ideas for improvements. The studied chill chains all show critical points in terms of temperature handling and are in many ways lacking in temperature control. The UK market, however, already has really temperature controlled food supply chains. The paper suggests attitudinal changes towards overall supply chain responsibility, better resource utilisation and increased knowledge among actors

E-commerce effects on packaging logistics research

The new Department of Design Sciences was established as a result of the reorganisation of the Lund Institute of Technology, Lund University. The main ambition of this new department is to facilitate interdisciplinary scientific research and to support the development of new research areas, one of which is packaging logistics where the packaging perspective is used to evaluate and develop logistics. Consequently it includes the product, its package and packing operations as well as the physical distribution system and the information systems involved, throughout the whole logistic value chain, including the end user. With the Internet as one sales channel, the value chain will have to be modified and the role of the consumer will be different as compared to traditional sales channels. This paper will focus on the impacts of the Internet sales channel on the research discipline of packaging logistics, aiming at identifying the methodologies applicable in the area. It will also focus on the possibilities of developing theories and methodologies when a new perspective on logistics is adopted. The findings are based on a literature review in the field of e-commerce related to packaging logistics seen from a consumer perspective, yielding an inventory of research methodologies in these related fields. Conclusions are drawn about which of the methodologies used are applicable and the development of methodologies for future research in the new discipline of packaging logistics in an e-commerce context is elaborated on. In addition, the handling of problems derived from a consumer perspective and the possible activities caused by end-use demands are briefly elaborated upon. An account of the forthcoming projects in business-to-consumer e-commerce in relation to packaging logistics concludes the presentation

Adapting to changes in the supply chain – Challenges to re-defining the supply chain for increased customer orientation and product innovation within the paper packaging industry

Supply chains are no longer to be regarded as linear constructs with definite starting and ending points, but as systems, or wholes that are to be customer driven rather than product driven. But however easy it sounds in theory industries are struggling to re-invent or re-comprehend existing business models. This paper aims to describe and identify organizational challenges to re-defining the supply chain for increased customer orientation and product innovation. The findings are based on one case study within the paper packaging industry. In conclusion four challenges are identified: Domineering Perspectives, Tools and Processes, Strategy and strategic decision and Implementation approach. Educator and practitioner summary It is important for academia and practice to recognize the organizational challenges to re-inventing or re-comprehending assumptions, models and tools existing in business and in theory. Using a multi-theoretical approach allows for a more holistic perspective and increased understanding of the different aspects at play when initiating and implementing change

Packaging development in a core production perspective - a case study at Volvo Cars

Business success is the result of focusing enhancement of the total performance of the supply network. While all products need packaging in different stages in the supply network, packaging producers deliver into a “core” network. Thus they are seldom an integrated actor of the core supply network. Consequently, the more the package and product development can be functionally combined, and integrated to the supply chain system, the greater the possibility of being competitive. This is accepted theoretically, however, industrial consequences are not yet highlighted since empirical knowledge about packaging effects on the entire production and supply network is limited

Group assessment challenges in project-based learning – Perceptions from students in higher engineering courses

Industry and society want to recruit students who can work in team-based projects. Thus the task for educators in higher education is to prepare and provide such learning environments. However, assessment is one major challenge associated with enacting these learning environments. The literature advocates active team learning but then supports individual assessment modes. The purpose of this paper is to identify and elaborate on group assessment challenges for students and educators in project-based learning. The research is based on a literature review in the field of project-based learning and group assessment. It is empirically supported by action research in three classes of university engineering students. The findings point to an assessment dilemma, which requires a change in mind-set from individual to team/group grading. The students prefer group learning over written exams. However, when it comes to assessment, the majority want individual grading. Individual assessment is perceived as more fair but unnecessary for learning. Furthermore, a challenge identified by educators is to ensure that all individuals have achieved the learning outcomes. At the same time, they find it frustrating to make individual assessments when the course is based on group learning

Toward sustainable goods flows: A framework from a packaging perspective

Purpose of this paper The purpose of this paper is to explore the role and potential of packaging in order to obtain more sustainable goods flows. Design/methodology/approach An explorative research approach based on case survey methodology in which description, exploration and analysis of 34 reported cases are made. The empirical focus is goods flows in fast moving consumer goods (FMCG) supply chains. Findings The insights presented highlights and provides guidance on the pros and cons packaging provides for sustainable goods flows in the FMCG industry. Research limitations/implications (if applicable) Based on knowledge and insights about the flows of goods and tomorrows requirements on sustainable societies, this paper reports on insights for making the goods flows in the FMCG industry sustainable based on a packaging perspective. The research has focused on FMCG goods flows, starting with the inbound flow of packaging at the product filler and ending at the retail outlet. Practical implications (if applicable) The insights can guide organisations to consider and reflect on how and when packaging enables or hinder sustainability aspects of goods flows. Extra effort should be on designing packaging system solutions that mitigate the negative effects of non-consumed products. What is original/value of paper While several studies have reported on the sustainability impact of logistics, transportation or supply chain structures, the perspective of packaging is rarely treated, neither in theory nor in practise. With a packaging perspective, the assessment of goods flows in supply chains is integrative, since packaging is naturally built on the intersection of logistics, marketing, sales, ergonomics and environmental considerations

Brownboard - A tool to facilitate improved supply chain traceability

This paper aims to describe the brownboard tool and to elaborate on its characteristics. Brownboard can be seen as a tool within process mapping and it is focused on supply chain traceability. The process map is created in a dynamical group process where supply chain actors with different competence level meet and interact. The brownboard tool is used in a case study based on a Swedish supply chain for frozen food; ice cream. The data collection includes on-site interviews, observations, and review of internal documents. Empirical results from the case are used to exemplify the use of the tool. This study indicates that the brownboard tool enables identification of potential traceability related improvements by its visualization of the flow throughout the supply chain and through highlighting potential risks connected to traceability for the supply chain actors.The evidence has so far been collected through a single case study, and is thereby limited. Although there are limitations in how far one can generalize, the evidence should be regarded as a first step toward future research on this tool in a wider supply chain context. The Swedish food industry has worked intensively with internal traceability, while supply chain traceability is identified as important but not yet fully implemented. In addition, due to increased consumer awareness about food safety, new regulations, and standards, traceability has become a focus area for the food industry in Sweden. Brownboard is one possible tool that can be used in order to facilitate the process towards fully implemented supply chain traceability. This paper describes and illustrates the use of a novel tool within process mapping for gaining improved supply chain traceability

Traceability in food supply chain:: Towards the synchronised supply chain

Today, food products are distributed all over the world. This has led to advantages in terms of availability but disadvantages in terms of more complex food supply chains. Global food competition is intense and therefore actors have started to adapt their mindsets toward a more holistic view and a supply chain perspective. In addition, food scares during recent years have turned focus towards food safety and traceability in a “farm-to-fork” perspective. The aim of this study is to explore and elaborate on challenges raised by supply chain traceability and on how traceability in food supply chains can add value to the actors. The theoretical findings are combined with empirical input from a case study within a food supply chain. To achieve a value-added approach to traceability this study shows the need to go beyond regulatory demands. The literature study indicates and the case study confirms that gaining supply chain traceability raises challenges for supply chain actors. The study also shows that supply chain traceability can be value-adding for supply chain actors. The added values gained through supply chain traceability can enable synchronisation of the supply chain

The liquid drop model applied to the designer´s dilemma of "getting under the skin" of old users

Instead of discussing existing design methods that aim at bridging or annihilating gaps between users and designers, we want to highlight an approach for designers that helps us increase reflexivity of what is beyond our grasp when interacting with users. The first steps are to become aware of the gaps, identify them, and then manage them. This emphasises and makes visible to both parties the existing differences in conceptions. The tension between these differences is considered to be the potential for mutual learning which benefits future design processes involving the same communities of practice. This will be exemplified by four cases relevant for designers and implemented in the area of ageing and design