Wstępne badania marketingowe w cyklu innowacyjnym nowego opakowania
The initial marketing research in new package innovation cycle

Summary/Abstract: The innovation cycle of a package is similar to the innovation cycle of a packaged product. The production of a good package is based, inter alia, on the research of potential buyers and of the package itself. The research data are being collected from both secondary and primary sources although the latter are more significant. In business practice, the research of packages in the first stages of the above mentioned cycle is often neglected or totally missed out. Thus, the main objective of this paper is to fill that gap. The paper presents a theoretical concept

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