Globally standardised 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, interviews, and field studies. Findings – The paper presents two models developed to: classify markets according to product/packaging visibility at the retailers; and to evaluate packaging portfolios. The use of these models provides insights and understanding for companies aiming to develop their packaging portfolios to increase their sales and make distribution more effective. Practical implications – The models developed were valuable in the analysis of the packaging strategy. Significantly, synergies emerged when the models were combined. Professionals can apply these models to other global companies in the FMCEG industry. Originality/value – This paper contributes to the debate on global standardisation vs local adaptation by taking a packaging perspective. This paper also demonstrates the need for global companies in the FMCEG industry to understand the value of packaging in different markets.