STRATEGIES FOR ENTERING INTERNATIONAL MARKETS IN THE PACKAGING INDUSTRY: RISK AND OPPORTUNITY ANALYSIS FOR SUSTAINABLE GROWTH

Abstract This article analyzes strategies for entering international markets in the packaging industry with a focus on risks and opportunities for sustainable growth. It examines key challenges such as globalization, technological changes, shifts in consumer preferences, and environmental requirements. Special attention is given to innovative approaches to sustainable packaging production and adaptation to environmental standards, which have become an important aspect of successful international expansion. The description of the most effective methods for risk mitigation and the application of modern technologies in the packaging industry helps companies enhance their competitiveness and ensure long-term sustainability in the global market.