Business Perspectives of Smart Interactive Packaging: Digital Transformation of Brand’s Consumer Engagement

Justina Lydekaityte; Torben Tambo

doi:10.1145/3277593.3277636

Business Perspectives of Smart Interactive Packaging: Digital Transformation of Brand’s Consumer Engagement

Justina Lydekaityte, Torben Tambo

Institut for Forretningsudvikling og Teknologi

Publikation: Bidrag til bog/antologi/rapport/proceeding › Konferencebidrag i proceedings › Forskning › peer review

4 Citationer (Scopus)

4 Downloads (Pure)

Abstract

This paper explores the enabling technologies of smart interactive packaging, where adding of IoT functionality to packaging in retailing is expected to promote innovation within consumer packaged goods. This paper identifies a range of technologies, especially printed electronics and near-field communication, available to brands to design digital capabilities that enhance retail consumers' engagement and experience. In this paper, the packaging is considered as an essential communication tool to enable business development and link brands with their consumers throughout the packaging. Plus, this paper proposes that the technology change and consumer behavior affect the firm's business logic, thus new digital capabilities define new BMs that result in novel value creation and delivery.

Originalsprog	Engelsk
Titel	Proceedings of the 8th International Conference on the Internet of Things, IoT 2018
Antal sider	4
Udgivelsessted	Santa Barbara
Forlag	Association for Computing Machinery
Publikationsdato	15 okt. 2018
Sider	1-4
Artikelnummer	a29
ISBN (Elektronisk)	978-1-4503-6564-2
DOI	https://doi.org/10.1145/3277593.3277636
Status	Udgivet - 15 okt. 2018
Begivenhed	International Conference on the Internet of Things - Center for Spatial Studies at the University of California, Santa Barbare, USA Varighed: 15 okt. 2018 → 19 okt. 2018 Konferencens nummer: 8 http://iot-conference.org/

Konference

Konference	International Conference on the Internet of Things
Nummer	8
Lokation	Center for Spatial Studies at the University of California
Land/Område	USA
By	Santa Barbare
Periode	15/10/2018 → 19/10/2018
Internetadresse	http://iot-conference.org/

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Citationsformater

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title = "Business Perspectives of Smart Interactive Packaging: Digital Transformation of Brand{\textquoteright}s Consumer Engagement",

abstract = "This paper explores the enabling technologies of smart interactive packaging, where adding of IoT functionality to packaging in retailing is expected to promote innovation within consumer packaged goods. This paper identifies a range of technologies, especially printed electronics and near-field communication, available to brands to design digital capabilities that enhance retail consumers' engagement and experience. In this paper, the packaging is considered as an essential communication tool to enable business development and link brands with their consumers throughout the packaging. Plus, this paper proposes that the technology change and consumer behavior affect the firm's business logic, thus new digital capabilities define new BMs that result in novel value creation and delivery.",

keywords = "Interactive packaging, business model innovation, consumer engagement, digital capabilities, printed electronics, retail internet-of-things",

author = "Justina Lydekaityte and Torben Tambo",

year = "2018",

month = oct,

day = "15",

doi = "10.1145/3277593.3277636",

language = "English",

pages = "1--4",

booktitle = "Proceedings of the 8th International Conference on the Internet of Things, IoT 2018",

publisher = "Association for Computing Machinery",

address = "United States",

note = "International Conference on the Internet of Things, IOT2018 ; Conference date: 15-10-2018 Through 19-10-2018",

url = "http://iot-conference.org/",

}

Lydekaityte, J & Tambo, T 2018, Business Perspectives of Smart Interactive Packaging: Digital Transformation of Brand’s Consumer Engagement. i Proceedings of the 8th International Conference on the Internet of Things, IoT 2018., a29, Association for Computing Machinery, Santa Barbara, s. 1-4, International Conference on the Internet of Things, Santa Barbare, California, USA, 15/10/2018. https://doi.org/10.1145/3277593.3277636

Business Perspectives of Smart Interactive Packaging: Digital Transformation of Brand’s Consumer Engagement. / Lydekaityte, Justina ; Tambo, Torben.
Proceedings of the 8th International Conference on the Internet of Things, IoT 2018. Santa Barbara: Association for Computing Machinery, 2018. s. 1-4 a29.

Publikation: Bidrag til bog/antologi/rapport/proceeding › Konferencebidrag i proceedings › Forskning › peer review

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AB - This paper explores the enabling technologies of smart interactive packaging, where adding of IoT functionality to packaging in retailing is expected to promote innovation within consumer packaged goods. This paper identifies a range of technologies, especially printed electronics and near-field communication, available to brands to design digital capabilities that enhance retail consumers' engagement and experience. In this paper, the packaging is considered as an essential communication tool to enable business development and link brands with their consumers throughout the packaging. Plus, this paper proposes that the technology change and consumer behavior affect the firm's business logic, thus new digital capabilities define new BMs that result in novel value creation and delivery.

KW - Interactive packaging

KW - business model innovation

KW - consumer engagement

KW - digital capabilities

KW - printed electronics

KW - retail internet-of-things

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Business Perspectives of Smart Interactive Packaging: Digital Transformation of Brand’s Consumer Engagement

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