Connected Stores, Connected Brands, Connected Consumers, Connected Goods: On Business Model Ecosystems in Internet of Packaging

  • Justina Lydekaityte Department of Business Development and Technology, Aarhus University, Herning, Denmark
  • Torben Tambo Department of Business Development and Technology, Aarhus University, Herning, Denmark
Keywords: Internet of packaging, consumer experience, retail, business model innovation, business model ecosystem


This paper investigates and discusses roles, initiatives, and potentials for the business model ecosystem to enter business model innovation triggered by digital wireless technologies and capabilities of the Internet of Packagingenabled smart interactive packaging. This paper develops an overview of the Internet of Packaging technology, wireless digital capabilities, business model innovation, and business model ecosystem in connection to the investigated phenomenon. In this paper, the digital transformation from passive to network-connected enhanced packaging is considered as an accelerator for business model innovation that creates and delivers the value proposition to a wide-ranging business model ecosystem including internal and external participants. Therefore, the governance of the overall business model ecosystem should efficiently reinforce each separate business model, as well as ensure safe and reliable data mobility in the IoP digital infrastructure regarding unique secure digital identifiers.


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Author Biographies

Justina Lydekaityte, Department of Business Development and Technology, Aarhus University, Herning, Denmark

Justina Lydekaityt˙e is a Ph.D. student at Aarhus University in the Department
of Business Development and Technology at Aarhus University. Her
doctoral research investigates the potential and capabilities of enabling
communication technologies that can be applied to consumer cardboard
packaging to enhance consumers’ experiences and packed products’ functionalities.
She takes a multidisciplinary approach that encompasses the fields
of technology, engineering, business development and social science. She is a
member of EngTech (Engineering & Technology) interdisciplinary research
group in the same department, where she is enrolled as a PhD student. She
holds a master’s degree in Engineering (Technology-based Business Development)
from Aarhus University, Denmark, that investigated a conceptual
improvement of LEGOr product cardboard packaging by incorporating a
printed Near Field Communication tag to enhance the engagement-based
interaction between the consumer and the product. Justina has published
and presented papers and book chapters together with the Association for
Computing Machinery, Wireless World Research Forum, Nordic Retail and
Wholesale Association, and IGI Global.

Torben Tambo, Department of Business Development and Technology, Aarhus University, Herning, Denmark

Torben Tambo is MSc in Information Systems from Technical University of Denmark, 1989, and is now engaged as associate professor at Department of Business Development and Technology, Aarhus University and head of studies for MSc in Technology-based Business Development. Research interests include enterprise architecture, information systems, retailing, energy and supply chain management. Torben has previously published with Journal of Enterprise Architecture, Sustainability, Journal of Manufacturing Technology Management, Journal of Economic Dynamics and Control, Journal of Industrial Engineering and Management, International Public Policy Review, and Journal of Retailing & Consumer Services and several book chapters. Torben has participated in research programmes on distributed health care, future energy system business modelling, and network-based smart packaging.


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