CARDBOARD BOXES WOULD HARDLY seem likely to be the latest business craze taking Europe by storm. But in the hands of Smurfit Kappa Group, an Irish paper and packaging manufacturer, the cardboard box has been transformed from the humblest of commodities into an innovative sales and marketing tool. Somuchso, reports equity analyst Barry Dixon of Davy Research, that Smurfit is revolutionizing the way retailers are displaying and selling consumer goods across Europe.
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