Abstract

The large-scale introduction of a new packaging concept requires co-ordination in two areas: organisational co-ordination is necessary (negotiations between the parties involved), as well as technical co-ordination (technical specifications). These aspects are analysed in this paper on the basis of standardisation and strategic management literature. The theory is illustrated using the successful introduction in The Netherlands of the Versfust (Freshcrate): a standard crate for the distribution of fresh food products. A systematic approach to standard packaging is both desirable and possible, as emerges from literature and from the Freshcrate product.

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