Perceptions of New Zealand Overseas 2006-2007

In 2006 and 2007 NZTE commissioned the Nielsen Company to conduct research into the perceptions overseas markets have of New Zealand business culture and values.

The research was carried out in the following countries/cities:

UK – Greater London, August 2006
US – West Coast, August 2006
China – Shanghai, June 2007
Japan – Tokyo, June 2007
Australia – Melbourne and Sydney, July 2007

Summary of findings

Business culture and values vary across countries, however global business values are shared. It is these global business values which the research showed New Zealand businesses are often lacking. This contributes to the general low awareness of New Zealand as a business partner.
In short, New Zealand has a business culture that is perceived to be high in human values and low in business acumen.
There is respect and admiration for the strength of New Zealand’s human values. These include:
- an openness and directness that is unusual in international business, but which makes dealing with New Zealand businesses straightforward and agreeable
- a refreshing honesty which engenders rapid trust (although this can easily extend to naivety on New Zealand’s part)
- resourcefulness, creativeness and flexibility – all perceived to be due to New Zealand’s geographic isolation, space and limited resources (eg. capital and government support)
- wider cultural elements such as an harmonious relationship with Maori, respect for the land, environmental awareness, nuclear-free policy, female Prime Minister etc
- the success of the family and quality of life as the benchmark (sometimes at the expense of business success).
New Zealand businesses can communicate in a business-like way, and there are New Zealand business success stories; but the perception is that many companies lack the hunger to be part of an international business community.
Areas where New Zealand businesses show a lack of business acumen include:
- low pro-activity and reluctance to follow up phone calls and/or contacts
- lack of preparation and research into a country’s culture and specific market characteristics eg. a ‘what can we sell’ approach, rather than asking ‘what does the market want?’
- an overly-relaxed attitude towards business. “Give it a go” and “she’ll be right” are unwelcome and unsuccessful attitudes in global business
- being unwilling to partner or collaborate to help their business go further
- a transactional approach to business and an unwillingness to establish and maintain relationships. While this issue is particularly strong in China and Japan, all five markets highlighted this as a shortcoming of New Zealand businesses.
No country showed reluctance to do business with New Zealand, but there is a general feeling that New Zealand businesses need to come up to the mark to be taken seriously as a business partner.
This does not mean that New Zealand should compromise its human values – they are part of the attraction of New Zealand – however it is essential that New Zealand businesses are able to demonstrate the basics of global business protocols if they are to be taken seriously.