Packaging as source of competitive advantages

Abstract

Companies, in a turbulent environment, must search for actions for increasing competitiveness. In this context, a suitable packaging design can contribute to ease this aim. Going beyond, the adoption of an efficient packaging can be considered as a source of competitive advantages. This paper tries to show, in a practical manner, what kind of things companies can do for improving their packaging from a whole understanding of packaging functions (that means marketing, logistics and environmental functions). Likewise, the main results of a study carried out by authors in the packaging of Spanish food sector are presented.