Packaging innovation projects toward marketing, logistics, and ethics integration

In the new competitive marketplace, product packaging has become a strategic tool that needs to be managed as a “project” on the basis of a strong systemic approach. Three main dimensions can influence packaging design: marketing, logistics, and ethics. From this point of view, we assume packaging innovation projects (primary and secondary) as the unit of analysis. The aim of this study is to identify a) the specific issues that are the basis of marketing, logistics, and ethics for packaging innovation management and b) the main trends in packaging design related to marketing, logistics, and ethics. Combining desk and field research, we finally delineate an integration trend in packaging innovation projects and identify specific trends in packaging design