US marketing award for export strategy paper
This article on a paper by Professor Sylvie Chetty and Professor Colin Campbell Hunt of Otago University, revealed that New Zealand firms do not follow textbook approaches to exporting. Instead they usually follow one of three paths:
1. a regional model of launching say into Australia
2. a ‘born global’ strategy of going international within two years of starting up
3. a global model of developing a strong domestic market and launching out slowly.
Is this the Kiwi way?
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