What is it about?
This article provides new insights into packaging, from the perspective of new product development and the creation of new product opportunities. A new framework, and propositions, are generated, providing insights into a unique approach for the generation of new opportunities.
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Why is it important?
This article is considered to be the first of its kind, providing a new product development perspective on the topic of packaging.
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This page is a summary of: Packaging development: A conceptual framework for identifying new product opportunities, Marketing Theory, December 2010, SAGE Publications,
DOI: 10.1177/1470593110382826.
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