La question des emballages d’expédition dans l’E-commerce: une affaire de logistique et de marketing

François Fulconis (francois.fulconis@univ-avignon.fr) and Bernd Philipp (bernd.philipp@esce.fr)
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François Fulconis: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université, LBNC - Laboratoire Biens, Normes, Contrats - AU - Avignon Université, AMU - Aix Marseille Université, AU - Avignon Université
Bernd Philipp: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université, ESCE International Business School Paris - ESCE International Business School Paris, AMU - Aix Marseille Université

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Abstract: For many companies (packaging material suppliers, packaging manufacturers, finished product manufacturers, logistics service providers, E-retailers, etc.) whose activity is directly or indirectly related to the packaging industry, E-commerce appears to be a great vector for growth, innovation and competitiveness. The online share of purchased consumer goods is constantly increasing, and the number of packages to be shipped has been growing exponentially over the last few years. Facing this novel phenomenon, what about the traditional levels of packaging (primary, secondary and tertiary) and their logistical and marketing functions? Don't we need a new approach for the parcel packaging in order to enrich the customer experience? Using a specific theoretical framework and an exploratory empirical study, this article provides some elements to respond to these hot topics.

Keywords: E-commerce; Logistics; Marketing; Online shopper; Package; Packaging industry.; Consommateur internaute; Emballages; Logistique; Packaging. (search for similar items in EconPapers)
Date: 2018
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Published in Projectics / Proyéctica / Projectique, 2018, 3 (21), pp.21-39

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02017132

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