The old adage that perception is more important than reality applies to our exporters. Recent international research has shone a light on how the world’s business people see New Zealand. New Zealand Trade and Enterprise CEO Tim Gibson says the 2007 research provides 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.
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.”
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”.
Once at the table, businesses cases and relationships are critical to clinching deals.
The research shows business people in Japan and China have an “emotional predisposition” to do business with New Zealand.
However, we are not seen as strong business partners because our businesses are not committed to the market long-term and are seen as unsophisticated.
“New Zealand looks like an ideal business partner, but on deeper investigation New Zealand businesses don’t come up to the mark,” one research participant said.
Similar perceptions came to the fore in the US and UK and to a lesser extent Australia. Interestingly, in the US more emphasis is put on the opportunities arising from our long-term human and environmental advantages than our short term lack of international business nous.
The perceptions findings will feed into NZTE’s international marketing programme, New Zealand New Thinking, sharpening up how we differentiate New Zealand internationally.
NZTE also has a number of programmes aimed at lifting more New Zealand businesses to an international standard and helping them get established in world markets. More is being invested in these programmes over the next few years.
The big plus is where overseas perceptions match the way we see ourselves – a clean green nation populated by honest down to earth people.
This is an incredibly strong platform for New Zealand companies looking to set up, or expand, in international markets.
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