Challenges of introducing intelligent packaging to the retail market of AP Vojvodina

Abstract

The aim of this paper is to analyse the readiness of retailers in the AP Vojvodina market to adopt the concept of intelligent packaging. The importance and role of intelligent packaging as an integral part of the final product are highlighted in the theoretical section of the research. The most common benefits and obstacles on the market are identified. In the empirical section of the paper, the benefits and obstacles that appear when intelligent packaging is introduced are analysed on the sample of 23 trading companies on the territory of AP Vojvodina. The results showed significant variations among retailers depending on the size of the company, sales volume, number of employees and standards adopted. Based on the results obtained, a set of measures and procedures is proposed that should be implemented to encourage the implementation of intelligent packaging in the AP Vojvodina market. Suggestions for future research are provided in the paper.

The Effect of Retail Market Concentration on Development of Electronic Retailing in the Danube Region

“…Electronic retailing (also called e-tailing, online retailing, and Internet retailing) is a retail format in which the retailers communicate with customers and offer products and services for sale over the Internet (Wu et al, 2020, Tesic, 2020. The evolution of retailing with the advent of the Internet starts with the orientation towards the product and the existing forms of competition, which had been at the local level, and it goes over the emergence of new participants as "pure-play" electronic retailers ("dot.com") and new multichannel competition, to the implementation of the electronic marketing channel as an additional channel in traditional retail business (Zarie et al, 2020;Grubor et al, 2020). The Internet cannot eliminate or replace the traditional functions performed in marketing channels; it can significantly restructure marketing channels and contribute to the development of new relationships between the participants in marketing channels (Lovreta et al, 2019).…”