In June 2024, the founder of New Zealand Native Oils (NZ Oils) was facing the critical decision of whether to take her business international or remain domestic. She established NZ Oils six years earlier to produce and market skin care products made of organic extracts from manuka and other native plants in New Zealand. The start-up had grown rapidly since its inception within the domestic market, especially during the COVID-19 period, when demand for antibacterial skin-care products skyrocketed. With the reopening of national borders worldwide and the bouncing back of international logistics after the global pandemic, the founder was increasingly drawn to consider the decision of whether to pursue the international market.
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