Overall, even though integration among all three elements of marketing, logistics
and ethics is theoretically-foreseeable, and reasonable, we can conclude that part of the
potential benefits of integration remains to be realised in practice. This analysis of the main areas and the specific gaps of integration emerging in practice could serve as a point of departure for fully understanding and properly utilising innovation. Consequently, our conceptual framework is useful not only for academics involved in this field of research, but also for planners and managers with responsibility for packaging strategy and management. This framework could be a useful conceptual instrument for the integrated evaluation of the multidimensional relationships among the three perspectives.