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Forget the old saying "You can't judge a book by itscover"--at least when it comes to packaging a product. Forwhether 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'tnecessarily work in another. For small-business exporters, thismeans one thing: Forget the old axioms, and remember, it'swhat's on the outside that counts.
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