The EC is one of the most important overseas markets for New Zealand companies. Many New Zealand companies, while claiming to be niche marketers, are actually competing in open segments on the basis of cost and price. These firms appear to place little importance on marketing variables such as advertising and promotion, market research and distribution. Post‐1992, New Zealand exporters will face growing competition and all the disadvantages of a small, outside supplier nation.

Literature focused on the emerging implementation of STEAM (Science, Technology,

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