Nilsson, Fredrik; Fagerlund, Magnus; Körner, Jonas - In: International Journal of Retail & Distribution Management 41 (2013) 5, pp. 396-414
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...