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SHAPESHAPE
A MAGAZINE FROM
SCA
ON TRENDS, MARKETS AND BUSINESS Nº 1 2007
Sky-high patent numbers
*
 
Sustainable transport with CTI
*
 
Build it out of wood
COPPER
POTS MAKESTRONGER TREESHOW TO KEEP
LOBSTER
FRESH
 BIG CHAINS  BUILD BRANDS 
BABY DIAPERSGO
HIGH FASHION
 
 
BLOGS
CAPTURECONSUMERS’IMAGINATION
Clean sweep 
 
OLYMPIC GOLD FORCHINA IN HYGIENE 2008
STRONG SAILINGFOR
WIND POWER
 
Content Nº 1 2007
ENORMOUS
 
POLITICALTHE OLYMPIC GAMES ARE OF
 
IMPORTANCE TO
 
CHINA.
EXPERTS HAVE BEEN CALLING IT CHINA’S
 
At eight o’clock in the eveningon the eighth day of the eighthmonth of the year 2008, theopening ceremony for the BeijingOlympic Games will begin.COVER page 6-13.
6
PARTY.
COMING-OUT
 
 
[1
*
2007] 
SHAPE
SCA
*
3
▲
SCA Shape
is published in Swedish and English. The con-tents are printed on GraphoCote 80 g from SCA ForestProducts. Reproduction only by permission of SCACorporate Communications. The opinions expressed inthis publication are those of the authors or persons inter-viewed and do not necessarily reflect the views of theeditors or SCA. You can subscribe to SCA Shape or readit at www.sca.com.
04 SHAPE UP
A record number of patent applications.Incontinence protection growing in the US. Andmore news from around the world.
06 SHAPE COVER
Beijing is getting ready for the Olympic Games in2008. Air pollution will be reduced by relocatingmore than 100 factories.
14TRENDS
Seafood and wind power are more popular thanever before. Read the latest trends, including newways for finding out what consumers really want.
19PROFILE
Andrew Cookson predicts trends in the retail foodbusiness. According to Cookson, people are nowmore willing to buy lower-quality products tohave enough money left over to to buy cellphones.
24 TECHNOLOGY
Trees need a well-developed root system in orderto grow well. Find out how copper can help. 
26 SCA INSIDE
Tork won the Wembley contract, Libero is selllingwell and Packaging operations in North Americahave been sold – all that and more news from SCA. 
30CAMERA
What does Scandinavia’s tallest wooden resident-ial building look like? See page 30.
14192630
34SHAPING A VIEW
Andrew Winston helps leading companies thinkenvironmentally to drive growth.
SCA Shape
 
An SCA Group magazine
Address
 SCA, Communications and Investor Relations,Box 7827, SE-103 97 Stockholm, Sweden
Telephone
 +46 8 7885100,
Telefax
+46 8 6788130
Publisher
 Bodil Eriksson
Editor-in-chief
Anna Selberg
Editorial management
Anna Selberg, SCA andGöran Lind, Appelberg
Design
Tone Knibestöl,Appelberg
Print
Sörmlands Grafiska Quebecor AB,Katrineholm
Cover
Frans Hällqvist
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