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Identifying potential sources of value in a packaging value chain

Identifying potential sources of value in a packaging value chain Purpose– The purpose of this paper is to propose a process approach for identifying potential sources of customer value of a package in a packaging value chain and illustrate the approach through interview data. Design/methodology/approach– The proposed process approach is a synthesis of customer value theories presented in marketing literature and packaging functions presented in packaging-related literature. Packaging value chain members were interviewed to illustrate the critical packaging-related processes among their business processes and to reveal value in the level of packaging attributes and packaging functions/consequences in use situations. Findings– Interviews with packaging experts operating at different levels of a packaging value chain provide support for the proposed approach. The data provide a snapshot of value creation throughout the value chain. While the value of a package is perceived at all levels of the value chain, the value-creating attributes and their consequences, along with the value creation processes, take diverse forms. Practical implications– The proposed process approach includes the first two steps of a customer value assessment in a packaging value chain, namely: identification of customers' packaging-related processes and the critical points in those processes; and generation of a list of value-affecting attributes and their consequences in each packaging-related process. Originality/value– The paper provides a means to improve understanding of value creation in the business-to-business context. In particular, the authors' focus on the packaging value chain illustrates the multiple ways in which value is perceived by a group of interconnected firms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business and Industrial Marketing Emerald Publishing

Identifying potential sources of value in a packaging value chain

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References (48)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0885-8624
DOI
10.1108/08858621311295227
Publisher site
See Article on Publisher Site

Abstract

Purpose– The purpose of this paper is to propose a process approach for identifying potential sources of customer value of a package in a packaging value chain and illustrate the approach through interview data. Design/methodology/approach– The proposed process approach is a synthesis of customer value theories presented in marketing literature and packaging functions presented in packaging-related literature. Packaging value chain members were interviewed to illustrate the critical packaging-related processes among their business processes and to reveal value in the level of packaging attributes and packaging functions/consequences in use situations. Findings– Interviews with packaging experts operating at different levels of a packaging value chain provide support for the proposed approach. The data provide a snapshot of value creation throughout the value chain. While the value of a package is perceived at all levels of the value chain, the value-creating attributes and their consequences, along with the value creation processes, take diverse forms. Practical implications– The proposed process approach includes the first two steps of a customer value assessment in a packaging value chain, namely: identification of customers' packaging-related processes and the critical points in those processes; and generation of a list of value-affecting attributes and their consequences in each packaging-related process. Originality/value– The paper provides a means to improve understanding of value creation in the business-to-business context. In particular, the authors' focus on the packaging value chain illustrates the multiple ways in which value is perceived by a group of interconnected firms.

Journal

Journal of Business and Industrial Marketing – Emerald Publishing

Published: Jan 28, 2013

Keywords: Value chain; Packaging; Customer requirements; Customer satisfaction; Customer value

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