NEW ZEALAND NICHE EXPORT MARKETERS: CRITICAL SUCCESS FACTORS

A qualitative study of New Zealand niche export marketers looked at the key factors these companies believe are responsible for their success and the key barriers they believe other New Zealand niche export marketers must overcome to achieve success internationally. Four key success factors emerged: competition based on branding and product characteristics rather than price, personalised customer service, a strong passion for products, and offerings that are ‘relevantly different’. Key barriers to success included the physical location disadvantage, inadequacy of the home market and underestimation of the size of overseas markets.