New Zealand Trade and Enterprise has commissioned the Nielsen Company to conduct research into the perceptions of New Zealand business culture and values in selected overseas markets. A summary of the research carried out in India in July, 2008 is below.
“Good ethics but no business appetite”
- On the surface, Indian business culture has much in common with New Zealand’s as both are marked by resourcefulness. However Indian business is underpinned by long term relationships and associated loyalty, flexibility to meet market needs, and general enjoyment in business interactions – none of which are evident in New Zealand business culture.
- Three broad stages of decision making seen in other countries apply to India in a broad sense:
- Awareness – New Zealand must be on the radar in order to progress to the consideration stage
- Consideration – country is only important here if it offers a competitive advantage
- Final decision – based on the robustness of the business case and supporting relationships
- There is low awareness of New Zealand’s business capability and a perception that while New Zealanders may have the ability, they have no appetite for business.
