A Conceptual Framework For Assessing Strategic Packaging Decisions

Over the past decade, increased logistics costs, improved packaging technology, and enhanced environmental regulations have caused logistics managers to reevaluate their packaging decisions. The impact of packaging decisions on logistics costs illustrates the need for strategic thinking in the assessment of packaging options. In addition, the combination of more demanding technological and environmental requirements by customers and governmental legislation suggests that packaging decisions must be viewed strategically within the logistics planning process. This paper examines the relationship between strategic packaging elements and the competitive edges on which firms can compete in the marketplace. The effects of packaging associated costs, advances in packaging technology, and the environmental movement are explored to highlight their strategic impact. Finally, a conceptual framework for assessing strategic packaging decisions in relation to a firm's competitive edges is presented.