Globally standardized versus locally adapted packaging : A case study at Sony Ericsson Mobile Communications AB
Purpose– The purpose of this paper is to provide insights into, and guidance on, how to balance packaging standardisation and adaptation strategies in different markets in the fast moving consumer electronic goods (FMCEG) industry.Design/methodology/approach– The research was explorative in nature and was utilised in a case study format. The main data collection methods were a literature review, i