Packaging in the New Product Development Process : An International Perspective

Abstract: The thesis is conducted to investigate how packaging is taken into consideration within the new product development process and in which stages of the new product development process packaging actually is taken into consideration. Further we want to investigate if packaging has increased in importance within the activities of the new product development process, and how organizations deal with standardization of packaging for international markets in the new product development process. The purpose of this thesis is to investigate how packaging of convenience goods is an integrated part of the international new product development process. We have chosen a qualitative approach. The study was conducted through in-depth interviews, face-to-face and by phone. The interviewees were selected through judgemental sampling. The sample included eight organi-zations producing convenience goods that are active on several markets. It was found that packaging always has been of importance; however, it was found that packaging has increased in importance within concept development implying that packaging indirectly has increased in importance within the new product development process. Further, packaging is included in all stages in the process, but has its ma-jor significance in the concept development phase. International organizations need to consider the level of standardization throughout the process.