Customer perceptions of the value of new packaging technologies

Purpose - The purpose of this study is to examine the value formation and value perceptions of brand owners and retailers in the new digital packaging technology context. The focus of this study concerns the potential of new packaging technologies to offer new value dimensions compared with those offered by current technologies. Design/methodology/approach - The data were gathered via group interviews conducted in 11 organizations at the brand owner and retail levels. The interviewees consisted of marketing and packaging professionals. A grand tour method and a customer value determination (CVD) method were used as analysis tools. Findings This study suggests a value category in the business-to-business context classifying the value drivers of packaging technologies at the product-, service-, and relationship-related levels. Value consists of sub-elements of both positive benefits and negative sacrifices. Practical implications This article provides practical implications for organizations both to increase the benefits received through packaging technologies and decrease unavoidable sacrifices. Originality/value - This study extends the rather scarce knowledge pertaining to value creation and perception in the novel technology context. The value categorization offers a necessary complement to the existing literature concerning value in the business-to-business field.