Chris Bondy

Chris Bondy is a Professor at Rochester Institue of Technology (RIT) for the past 10 years, currently in the Golisano College of Computing and Information Sciences, and is founder/co-author of the industry renowned book; “Unsquaring The Wheel”. Chris is also Principal, Quest Consulting Solutions, LLC., a strategy development, workflow analysis, and research firm. He is an active idustry speaker/educator, and expert witness, leading strategic research and consulting initiatves around the globe.

Chris designs and delivers content and solutions from printing and imaging systems to cross-media, including; strategy and business development, product design/development, process reengineering, workflow integration, project management, database publishing, human-computer interaction, software design/development, information architecture, and direct marketing communications. Chris earned a B.S., New York Institute of Technology, Interdisciplinary Studies, a Master’s of Engineering and Science, New Product Development at RIT, and a PhD in Computer Science at RIT.

Chris has held leadership positions with the following firms: Group Director, InfoTrends; Chief Technology Officer, Direct Marketing Partners; Vice President, Kodak; Vice President & Chief Engineer, Xerox; President/CEO, GraphiComm and Imagestters West. He holds patents with Xerox and Kodak in variable data printing and workflow optimization methodologies.

The Deployment of Tracking Technologies In Digital Inkjet Corrugated Production Using Printed Marks for Brand Supply Chain Management

Gregory S. D’Amico, Ph.D. and Christopher Bondy, M.S., Rochester Institute of Technology

The potential for growth of supply chain tracking technology is particularly strong in the packaging field. Industry experts state that it would be wise for executives involved in operations and marketing, packaged goods, retail and packaging to pay attention. (1)It has been stated that smart packaging is still, however, in its embryonic stage and that no industrial application is anywhere near maturity. (1)

Three general areas sighted having the strongest potential for smart packaging applications include: 1. supply chain transformation–traceability, agility (optimization), and sustainability (reducing the environmental footprint); 2.product integrity–authenticity, security, and quality and safety; and, 3.customer experience–traceability, agility (optimization), and sustainability (reducing the environmental footprint). (2)

The potential benefits of smart packaging for brand managers has been noted. According to Michael Elias, at the AIPIA Summit in Shanghai, China, “Regardless of the media used to attract customers and market sales, maintaining a direct, active and online channel of communication with the consumer must be an effort to be conquered through the packaging itself. You can’t ignore the power of packaging since it’s already in the hands of the consumer.” (3)

One particular print packaging area which is poised for growth is supply chain tracking technology that has evolved for the inkjet corrugated market. The digitally driven inkjet process is particularly well suited for printed mark tracking technology (overt/covert). Together, digital inkjet and printed mark technology have the capability to give each and every printed corrugated box a unique identity.

Fueling this market growth potential are the technological advances in inkjet corrugated, which in recent years have been revolutionary. Both pre-print liner (web) and direct print (post-print) corrugated have experienced tremendous inkjet press developments in terms of output, quality, and customization. The break-even point (run length) in each product application area is expected to continue to move higher as inkjet press speeds continue to increase. And, many advantages with respect to customer flexibility (new market applications), cost of operation efficiencies (shorter runs possible/short-term creative campaigns) and print quality (digitalization, customization, coated board) have been realized.(4)

Problem Statement

How can the deployment of printed mark tracking technology in digital inkjet corrugated production benefit the supply chain management of brand owners?


Secondary Research:

Secondary research will be conducted to provide an overview of existing printed mark technologies(overt/covert) and identify those current applications in digital ink-jet corrugated production.Those printed mark tracking applications already benefiting supply chain brand management,as identified in the literature, will be highlighted.

Primary Research

The researches will develop a semi-structured, open-ended qualitative questionnaire as a test instrument in the study. A panel of experts will be assembled to test for validity and reliability of the instrument. One-on-one in depth interviews will be conducted with“lead-user”consumer product brand managers and marketing directors.

Purposive sampling will be utilized to identify “lead-user”brand managers and marketing directors involved with inkjet corrugated print packaging products.“The purposive sampling technique is a type of non-type probability sampling that is most effective when one needs to study a certain cultural domain with knowledgeable experts within.” (5)

The researchers will utilize the ‘deep insight method’ of qualitative interviewing to provide the participants an opportunity to think and elaborate on how the applications of printed mark tracking technology can be incorporated into digital inkjet corrugated print packaging to their advantage.Deep customer insight methods surpass traditional market research methods to gain true emotional responses that will unearth innovative opportunities that go beyond functional product requirements. (6)

Data Analysis

The data will be reviewed and results will be generated using thematic analysis. Thematic analysis is a six phase process which includes: 1. Familiarizing yourself with the data; 2. Connecting initial codes; 3. Searching for themes; 4. Reviewing potential themes; 5. Refining and naming themes; and, 6. Producing a report.(7)Results will be presented at the Annual TAGA Conference 2021(to be held virtually).


1. “Capturing Value from the Smart Packaging Revolution,” White Paper, Deloitte Development LLC, 2018.

2. “Using Smart Sensors to Drive Supply Chain Innovation, Deloitte Insights,” White Paper, Deloitte Development LLC, 2018.

3. “Smart Packaging Plays a Key Role for Brands as a Marketing Tool,” RFID Journal, 2018.

4. D’Amico, G.S., “Advantages and Challenges Associated with Inkjet Printing on Corrugated Cardboard,” GCEA Annual ConferenceProceedings, Clemson, S.C., 2019.

5. Tongo, D. “Purposive Sampling as a Tool for Informant Selection,” Ethnobotony Research Applications, 2007.

6. Straker, K. “Comparing and Complementing Methods: Traditional Market Research Vs. Deep Customer Insights,” Consilience and Innovation in Design Proceedings and Program, Vol. (1), 2013.

7. Braun, V. and Clarke, V. Thematic Analysis, APA Handbook of Research Methods in Psychology, 2012.