The most visible part of a product, its packaging, communicates the advantages of the product and encapsulates these through its shape, colour, size, texture and even its aroma. What strategy therefore should be adopted to sell the same product worldwide? Transmit the distinctive characteristics of the brand - new supra-national reference - or adapt to the cultures of its various clients? To what extent of fine and detailed analysis should one take into account cultural differences? Is there worldwide harmonisation or a kind of increasingly compartmentalised segmentation? What are the most innovative countries/brands in terms of packaging? How do they export their innovations? Is all packaging manufactured in one spot or in each country into which the product is introduced? What are the overall trends in terms of new packaging, new markets, consumer expectations? How do businesses respond internationally to the objectives of sustainable development?
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