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Collaboration gives competitive leverage



This is an excerpt from the session "Meet the Press: CPG Perspective on Packaging Trends" that Packaging Digest directed at Pack Expo 2010.



PD: How does collaboration in packaging help you create an important point of differentiation for your products?


Rich Hollander, vp, packaging services, Pfizer: We don't do enough innovation and the only way we're going to accelerate it is to collaborate.


Collaboration starts with relationships. It's going out and finding who the thought-leaders are, who is doing innovation that might not pertain directly to your business. Innovation is a concept. You cannot go into the innovation process thinking that you're going to be first to market with everything that you try to innovate on. You need to be humble, you need to look around, you need to steal from everywhere and look to see how you can use it to advance your business-and still respect everybody's [intellectual property] and vested interests.

Denise Lefebvre, director, packaging innovation, PepsiCo: Another way to look at collaboration is a broad partnership throughout the upstream and downstream supply chain and bringing them all together for a common purpose. There are a lot of challenges doing that, in terms of IP complexity but, if you're willing to competitively advantage your company, and then your partners with you, you'll be able to open up a tremendous value that can transform the industry. 



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