Abstract
This article analyses recent strategic changes in the European flexible packaging industry. It demonstrates that the different forces driving international industry competition can always be translated into requirements for stronger integration or stronger national responsiveness. The flexible packaging industry is primarily confronted with environmental requirements for high integration so as to capture economies of scope. Interviews conducted with managers of nine large firms, which recently went through significant restructuring demonstrates that most of these firms are now indeed emphasizing integration in their strategic posture, thus limiting their strategic vulnerability vis-a-vis environmental change.
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