Perceptions of New Zealand: the good and bad news

What do New Zealand’s international customers think of our business abilities?

According to New Zealand Trade and Enterprise (NZTE) research in top trading markets, our business people are seen as a mixed bag – nice but naïve, clean and green but complacent, honest but not very world wise.

Things we regard as a plus, such as being laid back, are sometimes viewed negatively.

Overall our business culture is perceived as “high in human values and low in business acumen”, but businesses need to “step up their game”.

The world’s respect for Kiwis and our clean and green country is a huge plus in the international market place (and not something that can be created overnight) while our internationalising businesses can learn business smarts relatively quickly.

How our international customers see us is important because perceptions shape business decisions such as ‘will I buy from a New Zealand business or not?’

The research, conducted by market research agency Nielsen, involved interviewing business people and journalists in the Australia, China, Japan, the UK and US. 

Creating awareness

A positive awareness of New Zealand, and what it has to offer, can help the Kiwi business stand out in the crowd wanting a seat at the negotiation table.

But in the US, UK, China and Japan there’s low awareness of Kiwi business culture and values.  New Zealand is seen as a nice place to visit.

Australia’s a mixture.  We obviously have a high profile across the Tasman, but Australian business people are largely unaware of what New Zealand businesses have to offer.

Generally we’re seen as an extension of the Australian domestic market.  As the research report says, we’re “part of the furniture”.

“The problem is they don’t hear enough from us.  New Zealand’s modesty, rather than Australia’s parochialism, is what is preventing us from getting more business in Australia.”

Getting considered

This lack of pushiness in the international market place is widely viewed as a problem for our international businesses.

Our exporters are said to not knock on enough doors in Australia while in Japan and China they’re seen as “half hearted”.  In the US and UK, they’re seen as lacking hunger.

Getting invited to the table of an international customer also often comes down to factors mostly outside the exporter’s control such as New Zealand’s image, our brand, our reputation.

In all countries taking part in the research, New Zealand companies and brands are said to have little or no impact on public consciousness.  To get an idea of how important this is, think of what Nokia means for Finland or Mercedes Benz for Germany.

Even in Australia, New Zealand does not have an identifiable presence or unique business story.

The finger is also pointed at New Zealand businesses for not spending enough time in international markets.  Too few are basing themselves in their markets or going to the trouble of learning about them.

The US and UK report remarks that there’s a perception that “New Zealand has little exposure to the realities of doing business in international markets”.