Novel Value Perceptions and Business Opportunities through Packaging Customization
Aino Mensonen, Jenni Hakola

Abstract
This study aims at highlighting novel business opportunities for brand owners created by inkjet printing and user-centric methods, and finding out, how packaging relates to company strategies. A new long drink six-pack was customized for a summer festival. The cover consisted of event and brand information. The brand owner got an advantage over competitors as a co-operation partner with the event organizer, because the six-pack cover acted as an advertisement for the event and created value for both partners. The findings contribute to the knowledge of the role of packaging in the value chain among different actors. Customized packaging enables brand owners to serve unique offering and close relationships to their co-operation partners. Another contribution is the role of advertisements at the packaging. Instead of advertising only own brands and products, brand owners may sell out the packaging face. A strong partnership allows both parties to capitalize on the situation.

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