Southeast Asia - Customised Market Readiness - Technology

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Southeast Asia - Customised Market Readiness - Technology

24 Jul | Hamilton

Event Name:

Southeast Asia - Customised Market Readiness - Technology

Event Date:

24th Jul 2019 9:00am-3:30pm




PwC, Level 4, Cnr Ward & Angelsea Streets


Are you a NZ manufacturing firm looking to engage with the Southeast Asia region?

In partnership with ExportNZ, the Southeast Asia Centre of Asia-Pacific Excellence (SEA CAPE) has designed a Market Readiness Program around Southeast Asia tech markets for New Zealand businesses.

This one-day workshop provides insights about the opportunities the Southeast Asia region presents to New Zealand businesses. The workshop is interactive and allows you to connect with other owners and managers of local exporting firms with similar interests.

Subjects that will be discussed include:

- Technology upgrading and innovation ecosystems in SEA - understanding the local competition

- Augmenting your business model to suit the SEA market

- Managing your IP in foreign markets

-Success strategies of NZ tech firms in SEA

Workshop Content

Navigating entrepreneurial ecosystems in SEA

The workshop starts with a discussion of key entrepreneurial innovation ecosystems in the SEA region, often critical for building competitive advantage during market entry and development.

Refining the offering: the importance of service innovation in the SEA region

A key challenge to compete in the SEA region is pursing relevant innovation for the market while not changing the identity of key products/core services. Businesses will have the opportunity to apply business model frameworks to their own business.

Protecting critical knowledge

Entering SEA markets poses a risk of losing intellectual property to local market players who have adapted to learning quickly and imitating foreign firms. Participants will have an opportunity to discuss a wide range of formal (trademarks, patents, etc.) and less formal (trade secrets etc.) methods to protect their IP while engaging in Southeast Asia markets.

Innovating for the SEA region – the NZ experience  

The day will conclude with a discussion of two NZ cases that have successfully engaged with the region: Jetpatcher and Glidepath. Through this discussion, participants can see how service innovation can be used strategically to enter SEA markets.

Facilitators will be Drs Benjamin Fath and Antje Fiedler

Drs Benjamin Fath and Antje Fiedler are both Senior Lecturers at the University of Auckland Business School. They have researched innovation, internationalisation and growth of NZ businesses for over a decade. They have developed and facilitated several workshop across New Zealand on how NZ businesses can productively compete in the Asia Pacific region for the Centre for Asia Pacific Excellence (CAPE). They are experienced teachers on the MBA programme of the University of Auckland Business School

Cost (Members):


Cost (Non-Members):



Janet Uttinger: