ABSTRACT
All the studies reported thus far in the second part have examined the influence of packaging localisation from a consumer perspective. To shed light on the ground reality as regards packaging localisation by Western consumer packaged goods brands, it is important to understand how the industry perceives the need for packaging localisation as Western brands enter non-Western markets. It is equally important to understand the rationale behind the current packaging localisation strategies adopted by Western brands. To gain deeper insights into these issues, this chapter reports the findings of a qualitative study in which in-depth interviews were conducted with ten managers of global Western consumer brands, who are in charge of brand marketing in China or Pakistan.
