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The domain states the following, "The guiding light for everything BillerudKorsnäs does is to challenge." I observed that the web page also stated " We challenge conventional packaging, we challenge existing business models and we challenge ourselves." They also stated " We are convinced that real change must be driven by and through the people in our company. We are a learning organisation. We will achieve our goals by expanding both geographically and in the value chain, mainly in growing markets and segments where our expertise and unique material base add key value."