Packages and physical distribution: Implications for integration and standardisation

This paper addresses the question of trade‐offs in supply chains by exploring the roles of packaging in distribution networks. Taking a starting point in the logistical role of packaging and the potential trade‐offs with its marketing and environmental roles, the paper illustrates some difficulties with integrated systems. The paper discusses the concept of packaging as an integrated system and presents a case study of a transport package, a roll‐rack, for distribution of fresh milk. The analysis shows that although it fulfils well all its three roles for milk, the roll‐rack's efficiency is decreasing as continuously larger volumes of products for which it was not designed, are distributed through the network. Because it is so integrated in the milk‐chain and adaptations have developed between the roll‐rack and other resources such as vehicles, terminals and display facilities in the stores, it is difficult to use for other products. As similar adaptations have developed within the other package/product chains, it is also difficult to replace other transport packages with the roll‐rack. The paper contributes to the understanding of use and development of logistics resources, trade‐offs between adaptation and adaptability, integration and standardisation.