A Network Perspective on Radical Packaging Innovation within Private Labels in Sweden

Sammanfattning

Title: A Network Perspective on Radical Packaging Innovation within Private Labels in Sweden Course: BUSN39 - Degree Project in Global Marketing - Master Level - Spring 2026 Authors: June Bergland, Lucie Secretin Supervisor: Ulf Johansson Research Question: In the context of radical packaging innovation, what do the relationships between private labels, manufacturers and packaging solution providers look like? Purpose of study: To examine the dual relationships between PL, M, and PSP and the network in the context of radical packaging to gain insight into PL innovation strategy. Theoretical perspectives: Actors-Resources-Activities model, Network perspective Methodology: Qualitative analysis through semi-structured interviews of all three actors. Findings & Conclusion: Our model provides nuances and more perspectives when analyzing the relationships in a radical packaging innovation network, capturing the broader dynamics of the network as a whole, even taking into consideration aspects of the environment that affects this network. We also add a relationship stage to the ARA model to further complement the description of relationships.