نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار مدیریت ،واحد دهاقان ،دانشگاه ازاد اسلامی ،دهاقان ،ایران.
2 گروه مدیریت ، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Chocolate and biscuit packaging is one of the most important factors influencing the sales of these products. Packaging serves several essential functions, including product protection, aesthetic appeal, enhancing customer-perceived quality, increasing the likelihood of impulse purchases, branding, and fostering customer interaction. One of the key packaging elements that requires more attention is packaging paradoxes. The aim of this article is to identify packaging paradoxes, explain the relationships and effects between them, and provide a conceptual framework for these paradoxes within the supply chain of the chocolate and biscuit packaging industry. This study uses a mixed research approach. The qualitative part includes a literature review and content analysis, while the quantitative part employs fuzzy dematerialization. The target population for the literature review consisted of articles published between 2010 and 2023. In this research, 74 basic paradox themes and 12 main paradox themes were identified. The 12 main themes of packaging paradoxes are: national-cultural values, economic growth and profitability, environmental protection, environmental information, market and external factors, company technological capabilities, human resource empowerment, legal and regulatory factors, customer experience management, packaging materials, product production processes, and packaging design. Among these, environmental information, market and external factors, legal and regulatory factors, company technological capabilities, logistical factors, and product production processes are causal themes, while the other themes are effect themes. The discussion of paradoxes offers a new perspective on understanding the complexity of packaging decisions within the food supply chain. The findings of this study introduce the concept of packaging paradoxes to companies, allowing managers to make more informed decisions regarding packaging. As a result, the strategic potential of packaging can be realized, leading to increased product sales and enhanced company performance.
کلیدواژهها [English]
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