bright issue 27: March / April 2008

Key stories in this issue include how companies are responding to the downturn in the US; the overseas perceptions of New Zealand business people; trade possibilities between New Zealand and Cuba; management of environmental impacts and protecting the bottom line; the best ingredients for a mobile marketing campaign; the ingredients for a rewarding overseas assignment; and science and technology careers in the classroom.

Contents page (PDF, 262KB)

In brief (PDF, 1,115KB)

• Perceptions: by Tim Gibson, CEO, New Zealand Trade and Enterprise
• Note to readers: by Chris Wilson, Editor
• Kiwi technology fires Democrats’ convention website
• New Zealand-China FTA roadshow
• Fashion entrepreneur receives accolades
• Focus on Japan-New Zealand
• Insights from New York
• Exporter focus: lateral thinking on skills
• Market snapshot: food and beverage opportunities in the UAE

Cover story

Building long-term flexibility (PDF, 388KB)

Ruth Le Pla finds out how companies are responding to the downturn in the US. She discovers a large menu of emerging economies that companies should consider exploring and highlights predictions of pivotal cities in 2020.

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Departments

Innovation nation (PDF, 224KB)

Creating opportunities to innovate
Ed Bernacki provides advice on how to create opportunities to innovate.

The bottom line (PDF, 378KB)

The value of environmental credentials
Dr Ganesh Nana considers the danger of neglecting the value of New Zealand’s clean, green image.

Leadership (PDF, 228KB)

Engaging your people
Alastair Rylatt sets out principles and a plan to build better employee engagement.

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Other Features

Sharpening up the kiwi (PDF, 686KB)

Overseas research has held a mirror up to how New Zealand business people are perceived offshore – high in human values but low in business acumen. Sharon Cuzens seeks some expert comment on these perceptions, and then details advice for five key markets.

Cuba: beyond rum and cigars (PDF, 1,040KB)

Diana Burns looks at why Cuba has just opened its first embassy in New Zealand and what trade possibilities exist between the two countries.

Taking a stand for the bottom line (PDF, 527KB)

There were mixed results in the Ministry for the Environment’s report on the state of New Zealand’s environment. Melanie Cooper looks at the trends that are driving new business behaviour.

Hand-to-hand marketing (PDF, 594KB)

Advertisers are focusing on the mobile phone as one of the most personal ways to reach people. Melanie Cooper finds the best ingredients for a mobile marketing campaign.

Supporting staff offshore (PDF, 1,057KB)

The growth of the world’s economy has increased demand for companies to place staff abroad. Penny Harding explores the ingredients for a rewarding overseas assignment.

Technology careers (PDF, 363KB)

Katherine Edmond explores the engagement of Futureintech, which is changing attitudes to science and technology careers in the classroom.