Abstract
Packaging design can be acknowledged as a significant strategic avenue within New Product Development for Fast-Moving Consumer Goods. Packaging can have direct impact on sales conversions, consumer visual and brand perception. However, packaging design and development (PD&D) remains underutilised in organizations, viewed as a risky activity and unnecessary additional cost. Limited research has been conducted to address how PD&D activities are managed. This study expands our current understanding of the PD&D landscape through content analysis and frequency of occurrence measures, of a sample of LinkedIn profiles (n=200) to begin to identify and categorise professionals involved in PD&D for the FMCG sector through their own perception of self. The contribution of the study is to assist in understanding the synergy of key decision-makers and influencers in the industry landscape, expanding on existing design management literature to provide an expanded comprehension and more strategic outlook of characteristics and capabilities of those involved.
Keywords
Design Management, New Product Development, Packaging, FMCG
DOI
https://doi.org/10.21606/drs.2020.260
Citation
Johnson, N., Khan, A., Lawrence, A., Torrens, G., and Storer, I. (2020) Mapping the Organisational Landscape of the UK FMCG Industry: A Review of Packaging Design & Development Professionals, in Boess, S., Cheung, M. and Cain, R. (eds.), Synergy - DRS International Conference 2020, 11-14 August, Held online. https://doi.org/10.21606/drs.2020.260
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Mapping the Organisational Landscape of the UK FMCG Industry: A Review of Packaging Design & Development Professionals
Packaging design can be acknowledged as a significant strategic avenue within New Product Development for Fast-Moving Consumer Goods. Packaging can have direct impact on sales conversions, consumer visual and brand perception. However, packaging design and development (PD&D) remains underutilised in organizations, viewed as a risky activity and unnecessary additional cost. Limited research has been conducted to address how PD&D activities are managed. This study expands our current understanding of the PD&D landscape through content analysis and frequency of occurrence measures, of a sample of LinkedIn profiles (n=200) to begin to identify and categorise professionals involved in PD&D for the FMCG sector through their own perception of self. The contribution of the study is to assist in understanding the synergy of key decision-makers and influencers in the industry landscape, expanding on existing design management literature to provide an expanded comprehension and more strategic outlook of characteristics and capabilities of those involved.