Playing with the Big Boys


It can be difficult to compete on the international stage when you are comparatively small, distant from your markets and have high labour costs – like many New Zealand companies.

Many Kiwi exporters have realised that to be competitive they need to be innovative, not only in their product design, branding and service delivery, but also in their intellectual property (IP) strategy.

Some important lessons can be learned from successful New Zealand companies:

• Do your research, know your markets.

• Have good innovators and train them in IP.

• Link your research and development (R&D) to market niches.

• Position your IP strategy around the market, not the product.

• Present your IP portfolio such a way that others can see its value.

• Meet regularly with an IP strategist so they are aware of upcoming R&D and market feedback.

The following stories of three innovative Kiwi businesses are potent examples of how the correct IP strategy can make a big difference.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Kate Wilson | Attorney Advertising

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