But plenty of businesses do, and you only need to look at the likes of Zespri, Fonterra and Xero to see the value in going global.
NZ Trade and Enterprise is the government's international business development agency, with around 600 staff they help New Zealand businesses who want to take their ideas and products to the world.
Chief executive Pete Crisp joined Heather du Plessis-Allan on Bosses Rebuilding to discuss how the country’s trade is faring during the pandemic.
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