Literature suggests that in battles between competing designs, ultimately one design will emerge as dominant to the detriment of the others. Various factors and forces have been identified to explain this phenomenon. Yet, sometimes no dominant design emerges at all and multiple competing designs...

The large‐scale introduction of a new packaging concept requires co‐ordination in two areas: organisational co‐ordination is necessary (negotiations between the parties involved), as well as technical co‐ordination (technical specifications). These aspects are analysed in this paper on...