World-renowned kitchenware icon Tupperware is filing for bankruptcy after failing to shore up revenue despite a massive rebrand. How did a long-standing American giant fall, even as reusable plastics have become a household staple? And – the more important question – is there a chance for Tupperware to return to glory? Andrea Heng and Hairianto Diman find out more from Andrew Shipilov, Professor of Strategy and the John H Loudon Chair of International Management, INSEAD.

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