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It's A Wrap

Exporting tips for entrepreneurs

This story appears in the March 1997 issue of Entrepreneur. Subscribe »

Forget the old saying "You can't judge a book by its cover"--at least when it comes to packaging a product. For whether it's spaghetti sauce, toothpaste or detergent, consumers judge products by their packaging all the time.

But the packaging that works in one country won't necessarily work in another. For small-business exporters, this means one thing: Forget the old axioms, and remember, it's what's on the outside that counts.

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