ABSTRACT
The objective of this opening chapter is to provide a contextual background for all the chapters that follow. It first describes the phenomenal growth of the consumer packaged goods (CPG) market in Asia over the few decades, with particular focus on China and Pakistan as two exemplary Asian markets. The chapter then postures why packaging is an important marketing tool for Western CPG brands in Asian markets and highlights the practice of packaging standardisation versus localisation. Finally, it provides an overview of how the remaining chapters of this book are organised.
