Smart and interactive packaging – on long term studies and technological enablers in retailing of consumer packaged goods (CPG)

TY - GEN

T1 - Smart and interactive packaging – on long term studies and technological enablers in retailing of consumer packaged goods (CPG)

AU - Tambo, Torben

AU - Lydekaityte, Justina

N1 - Conference code: 28

PY - 2019/4/10

Y1 - 2019/4/10

N2 - This paper is presenting and analysing the industrial trend of Smart and Interactive Packaging (SIP) that aims at adding digital elements to consumer packaged goods (CPG) in the form of individual serial numbers, wireless connectivity, augmented reality, sensors, and internet-enabled functionalities. The purpose of this paper is to review and understand SIP from a management of technology perspective with respect to innovation drivers and stakeholders, maturing of technology, types of successful configurations and a projection of technological design most likely to succeed to a market level of productivity. Key findings are that the area until now has been technology driven, secondly it seems like brand-driven, to a lesser extent supply chain, retail and consumers have been driving forces in the area. Originality of this paper attributes to the study of SIP as a technology in its early stages having passed a number of critical gates on the way to a largely adoption in the industry; the vision of “everything connected” is technologically demanding and socially challenging and research is fundamental to responsible priorities of investments and technological enablement. Research implications of this paper relates to, in the view of technology as driver, how complex and loose networks of technological development can support or fail to support each other to achieve useful outcomes. Furthermore is interesting to study that complex technologies like semiconductors, conductive inks, graphene-based printing is first developed in large organisations, then matured in smaller start-ups, and then again adopted by the largest global players. The social implications of the area are large and widespread with retailing being one of the largest industries, and CPGs being consumed by the global consumer.

AB - This paper is presenting and analysing the industrial trend of Smart and Interactive Packaging (SIP) that aims at adding digital elements to consumer packaged goods (CPG) in the form of individual serial numbers, wireless connectivity, augmented reality, sensors, and internet-enabled functionalities. The purpose of this paper is to review and understand SIP from a management of technology perspective with respect to innovation drivers and stakeholders, maturing of technology, types of successful configurations and a projection of technological design most likely to succeed to a market level of productivity. Key findings are that the area until now has been technology driven, secondly it seems like brand-driven, to a lesser extent supply chain, retail and consumers have been driving forces in the area. Originality of this paper attributes to the study of SIP as a technology in its early stages having passed a number of critical gates on the way to a largely adoption in the industry; the vision of “everything connected” is technologically demanding and socially challenging and research is fundamental to responsible priorities of investments and technological enablement. Research implications of this paper relates to, in the view of technology as driver, how complex and loose networks of technological development can support or fail to support each other to achieve useful outcomes. Furthermore is interesting to study that complex technologies like semiconductors, conductive inks, graphene-based printing is first developed in large organisations, then matured in smaller start-ups, and then again adopted by the largest global players. The social implications of the area are large and widespread with retailing being one of the largest industries, and CPGs being consumed by the global consumer.

KW - consumer packaged goods

KW - management of technology

KW - smart interactive packaging

KW - technology foresight

KW - technology studies

UR - http://www.scopus.com/inward/record.url?scp=85081100025&partnerID=8YFLogxK

M3 - Article in proceedings

VL - 28

SP - 82

EP - 94

BT - Managing Technology for Inclusive and Sustainable Growth - 28th International Conference for the International Association of Management of Technology, IAMOT 2019

A2 - Jain, Karuna

A2 - Sangle, Shirish

A2 - Gupta, Ruchita

A2 - Persis, Jinil

A2 - R, Mukundan

PB - Excel India Publishers

CY - Mumbai

T2 - International Association for Management of Technology

Y2 - 7 April 2019 through 11 April 2019

ER -