The right way to commercialise?

The right way to commercialise?

There’s more than one way to crack an egg. We talk to the four finalists in this year’s James & Wells Best Commercialisation of IP category of the New Zealand International Business Awards to find out how they each commercialise their IP – and what they keep right away from.


Marketing to children - There are no firm stats on ‘pester power’ either, but every parent knows the weight of a three-year-old dragging from their sleeves down a busy supermarket aisle. And admit it, so do you marketers.


A Canterbury marketer goes back to the farm to brew cordial from the weedy nuisance of elderflowers