Factors Which Caused Changes in the Marketing Practices of the Sutherland Paper Company in the Period 1950-1960
Date of Award
Master of Business Administration
Dr. Robert Trader
Masters Thesis-Open Access
The purpose of this paper is to examine and discuss changes in the marketing practices of the Sutherland Paper Company during the period from 1950 to 1960.
In order to examine and discuss the changes which have taken place it is necessary to examine the history of the Boxboard Industry and the Company to set the scene in its proper perspective.
Folding cartons have become very much a part of our lives, our culture, so that they are quite taken for granted much as we take our use of electricity or running water for granted.1
In their daily lives most Americans come in contact with cartons made of paperboard yet most of them do not pause to wonder how it all came about. If we could stand to one side and observe our daily lives we would probably be quite astonished at our dependence on the folding carton. From our breakfast cereal in the morning to the ice cream for dessert after dinner Americans have their hands on folding cartons of one sort or another. This is the result of the constantly changing facets of our marketing oriented economy.
Let us examine the reasons for the constantly increasing use of the folding carton. The increasing use of the folding carton denoted its overwhelming acceptance by business and the consumer.
First of all, the folding carton protects and assures the uniform quality of the product it carries. When a producer puts his brand name on a carton he knows he must maintain a high standard of quality in order to maintain or increase the market of his product.2
Not only does the folding carton protect its product, it also guards the consumer against substitues.
In addition, the folding carton assures an honest measure. The package is a testimonial of cleanliness whenever the attribute is important to keep the product in a sanitary condition.3
Finally, the folding carton is convenient and, above all, inexpensive.4
Eaton, Leslie C., "Factors Which Caused Changes in the Marketing Practices of the Sutherland Paper Company in the Period 1950-1960" (1963). Masters Theses. 4027.