effectiveness of indiscriminate packaging localisation. International marketers need to rethink their approach, particularly in non … of packaging localisation and investigate the differential effects of standard versus local packaging of foreign products …

examine whether the localisation strategy is effective or even necessary. Design/methodology/approach A pre-test first … Overall, findings suggest that for hedonic products, localisation is not an effective strategy particularly for well …-known Western brands such as M&M’s. For utilitarian products, packaging localisation does not render a Western brand more …