"Innovate or evaporate."rnMost companies vying for a fighting chance in the current packaging market echo some version of this refrain.rnBut innovation should never be confused with proliferation. Innovation isn't about blindly cranking out more stuff. Companies must innovate in line with their customers' value chains. Understanding those value chains is an essential first step, and that gets complicated when packaging innovation is buffeted the way it is by three powerful forces.
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