Business
Business News from companies in Boulder, Colorado
CU Business Review: Colorado’s becoming “beverage”-can capital
Oct 15th
More than 92 billion aluminum beverage cans were sold in the U.S. in 2011 reflecting a decline in annual sales — particularly among standard 12-ounce cans — since the industry’s peak five years prior.
But a number of Colorado companies, including Ball Corp., are well positioned to tap new markets in the evolving industry. Ball employs more than 3,000 workers statewide, and packaging accounts for 90 percent of the company’s sales.
“Beverage industry employment is growing faster than manufacturing employment and total employment in the state and is outperforming beverage manufacturing employment nationally,” said Richard Wobbekind, editor of the quarterly Colorado Business Review.
According to the latest edition of the review, published by the Business Research Division of the Leeds School of Business, the U.S. beverage can market remains quite healthy with a unit share of just over 40 percent.
Experts attribute the sales decline of 12-ounce cans to weak economic growth, which has consumers “trading down” to less expensive products, among other factors.
By contrast, demand for specialty can sizes grew at a robust rate of approximately 15 percent last year. From the 5.5-ounce mini-can to the 32-ounce jumbo can, brand owners are leveraging the unique sizes and shapes of the beverage cans to drive differentiation in the market.
One well-known specialty package from Ball is the Alumi-Tek bottle, or aluminum pint. Brewers have enjoyed great success with the bottles, which offer re-closable caps. Craft beers and wines have increasingly found their way into aluminum cans. Even water sold in cans has grown more than 30 percent since 2008.
“The current decrease in the U.S. beverage can market is more a sign of progress than one of decline as the industry shifts away from reliance on just the 12-ounce can,” says Jim Peterson, vice president of marketing and corporate affairs for Ball Corp. “Ball is expanding into new products and capabilities to meet demand.”
Peterson cites more than $175 million in investment across the U.S., including $60 million in Colorado for a new specialty can line in the company’s Golden, Colo., facility and a nearly $5 million expansion of its package research and development operations in Westminster, Colo.
Colorado beverage makers also benefit from state laws that support self-distribution, allowing young brands and small producers to go to market. New Belgium Brewing of Fort Collins, Colo., America’s third-largest craft brewery, started selling beer out of the back of a station wagon.
The Business Research Division of CU-Boulder’s Leeds School of Business conducts Colorado-focused economic and marketing studies, collaborating with faculty researchers, government entities, business leaders, nonprofit organizations and students. For more information visit http://leeds.colorado.edu/brd#coloradobusinessreview.
Startup Weekend Boulder Education
Oct 6th
“Startup Weekend EDU is a 54-hour incubator where teachers, admins, IT professionals, and entrepreneurs take an idea to make Education better, and rapidly improve upon it throughout the weekend, in order to present a minimally viable product to a panel of judges by Sunday late afternoon. The goal is to make an application that improves or helps Education at any level (K-12 or higher ed). We are pleased to have a panel of prominent business and Education leaders as judges, including CEO & President of Colorado Technology Association, VP Operations for Educause, TechStars, and Charter School Growth Fund. Our mentors draw from Boulder and Denver, all of them from successful IT teams, businesses and education sectors. Early bird registration is $75 until Sept 15, or when tickets are gone! If you are looking to hone your education or entrepreneurship skills, be mentored by amazing people, and have a blast doing it, Startup Weekend EDU is for you!”
CU -R U an explanation “foe” or “fiend” when shopping?
Sep 19th
says new CU-Brown University study
The depth of explanation about novel products influences consumer preferences and willingness to pay, according to a study led by the University of Colorado Boulder and Brown University.
When it comes to descriptions about the functions of new and unusual goods — such as a self-watering plant system, special gloves for touchscreens or an eraser for wall scratches — some people prefer minimal details. Dubbed “explanation foes” in the study, they gain a strong sense of understanding and desire for products through shallow explanations.
In contrast, other people — dubbed “explanation fiends” in the study — derive desire for products from deep and detailed explanations.
“There are these two different types of consumers,” said lead author Phil Fernbach, assistant professor of marketing at CU-Boulder’s Leeds School of Business. “On these two sides, consumers differ in the amount of detail that makes them feel like they understand and — because of that feeling of understanding — the amount of detail that will make them prefer a product.”
A paper on the subject was published online today in the Journal of Consumer Research.
Researchers say the study results can help consumers make better decisions.
“We’re not making a value judgment on whether it’s better to be an ‘explanation foe’ or ‘fiend,’ ” said Fernbach. “You don’t have to want to know how stuff works, but make sure that your intuition about whether you understand a product is based on objective information and not just a feeling.”
In one part of the study, participants were given varying explanations of a new tinted food wrapper product. “Explanation foes” highly rated their understanding and preference for the item when they read a simple description of how its “white coloring protects food from light that causes it to spoil, thereby keeping food fresh for longer.”
“Explanation fiends” highly rated their understanding and preference for the food wrapper when they read a more detailed description of how “atoms in the tinting agent oscillate when hit by light waves causing them to absorb the energy and reflect it back rather than reaching food, where it would break the bonds holding amino acids together, thereby keeping food fresh for longer.”
The study also found that “explanation foes,” who are more common, tend to have an inflated sense of understanding about novel products. Their heightened perception disappears and their willingness to pay decreases when they attempt to explain how a product works.
Conversely, “explanation fiends” tend to have a more conservative sense of understanding about novel products. For them, attempting to explain how a product works does not have a negative effect on their sense of understanding and their opinion of the product stays the same or increases, according to the study.
Attitudes toward explanation were predicted by a cognitive reflection test that measures how much people naturally engage in deliberative thinking. Each test question elicits an intuitive but incorrect answer and participants who impulsively respond tend to err. These participants are the “explanation foes” who prefer less explanation.
In contrast, those who inhibit their initial responses to the cognitive reflection test and think more deeply tend to correctly answer. These participants are the “explanation fiends” who prefer more in-depth descriptions.
While the study can help consumers with better decision-making, it also yields advice for marketers.
“Marketers should target these different consumer groups with different types of explanations,” said Steven Sloman, a study co-author and professor of cognitive, linguistic and psychological sciences at Brown University.
Robert St. Louis and Julia Shube also were co-authors of the study. They were undergraduate students at Brown during the research. Unilever, a consumer goods company, supported the study.