What is it about?
Packaging forms a key driver of product development opportunities in the fast moving consumer goods industry. We show how firms can capture new product opportunities through the integration between the product and its packaging.
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This page is a summary of: Packaging-integrated-products: capturing new opportunities in the front end of product development, European Journal of Marketing, September 2022, Emerald,
DOI: 10.1108/ejm-07-2021-0516.
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