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SGK’s Deane Shillito explains why a smarter approach to workflow design is needed in growing global markets.

Close to 85 per cent of the world’s population – or six billion people – are now living in regions with emerging and developing economies, and they are growing in influence.

As multinational companies continue to expand in these markets, they need to work from a solid foundation to protect their investments.

But how do you implement and maintain a complex brand ecosystem going forward?

To date, workflow solutions haven’t been entirely successful in emerging markets for one simple reason: An established solution that works in a market such as the US, Europe, or Australia doesn’t necessarily work in new markets.

And getting package graphics right in emerging markets isn’t just a technical challenge – it’s a cultural challenge.

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