9. Defining the New Package: Specifying the Package at the Concept Level

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch9

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Defining the New Package: Specifying the Package at the Concept Level, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch9

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330

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Keywords:

  • packaging - part of new product;
  • “early-stage” projects in new product design;
  • exploring ideas—strategies, hazards, remedies;
  • product concept and various elements;
  • differences in countries and cultures of the world;
  • transnational segments—where “packaging action” lives;
  • convenience seekers;
  • gamut of package features;
  • estimating “missing data” and “dimensionalization”;
  • use of dimensionalization in IdeaMap ®

Summary

This chapter contains sections titled:

  • Introduction

  • The Story Behind the Data

  • Formulating the Problem—What Exactly Should the Product Features Be?

  • Exploring Many Ideas—Strategies, Hazards, Remedies

  • Dealing with “Very Many” Elements for a Product Concept

  • A First Foray into the Day—Looking at Some of the Elements “by Country”

  • Transnational Segments—Where the “Packaging Action” Lives

  • Exploring the Whole Gamut of Package Features

  • Summing Up

  • Technical Appendix—How to Run Very Large Studies with Many Elements

  • References