International perceptions of New Zealand business

New Zealand Trade and Enterprise (NZTE) has commissioned the Nielsen Company to conduct research into the perceptions overseas markets have of New Zealand business culture and values.

The research was conducted in:

• Seoul, South Korea, September 2008
• Sydney and Melbourne, Australia, July 2007
• Shanghai, China and Tokyo, Japan, June 2007
• Greater London, United Kingdom; and Los Angeles and San Francisco, United States, August 2006

These sites were chosen because of their relevance to New Zealand business, and because these markets are among our largest trading partners.

The findings present a picture of New Zealand business as ‘high in human values, but low in business acumen’. New Zealand should not compromise on human values – they are part of our attraction – but New Zealand businesses need to demonstrate the basics of global business protocols if they are to be taken seriously.

Research Overview

Tim Gibson, NZTE Chief Executive, comments on what the research findings mean for New Zealand business.