In the bowling alley: acceptance of an intelligent packaging concept in European markets Online publication date: Tue, 21-Apr-2020
by Ville Voipio; Kalle Elfvengren; Jukka Korpela
International Journal of Value Chain Management (IJVCM), Vol. 11, No. 2, 2020
Abstract: Academia has discussed intelligent packaging as a concept to drive business performance using item level data throughout companies' supply chains. Despite the vivid discussion of the conceptual benefits, the market acceptance perspective has often been despised; this research paper aims to close that gap. The theoretical background comes from technology diffusion models, against which a survey across six European countries was conducted. According to the results, category-specific best practices dominate new technology acceptance, and the digital transformation of packaging is linked to supply chain and marketing rather than IT to be handled. Surprisingly, the geographical location of respondents came up as a side influencer and customer experience had less of an importance. At the end of the paper, a feasibility model is presented offering five parameters (volume, value, experiences, complexity and innovation spirit) to predict the success of intelligent packaging as it undergoes category-specific validation in the markets.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Value Chain Management (IJVCM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook