Abstract
Food retailers invest heavily in design expertise to create exciting packaging to entice customers to buy premium food products, and to strengthen their competitive edge. The process by which food retailers manage food packaging design has not been documented and this is an oversight in the design management and retailing literatures that this paper addresses. An in‐depth case study of one of the top four UK retailers is presented and their approach pack design management is analysed and discussed. The process outlined here was in place in 1997 at a time when the retailer had just moved from number three in the market place to number two and was aiming to be number one. The process documented is that of a dynamic growing food retailer working on improving its brand image through packaging design.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
