Magazine article New Zealand Management

World Class New Zealand: Cooking Up a Global Business; Annabel Langbein: Creative -- Sponsored by Wellington City Council

Magazine article New Zealand Management

World Class New Zealand: Cooking Up a Global Business; Annabel Langbein: Creative -- Sponsored by Wellington City Council

Article excerpt

She says she found herself an "overnight success" after 20 years of labouring over a hot stove, but accomplished publisher, TV star, food writer and businesswoman Annabel Langbein strategically set out to redefine her brand in the late 1990s -- a move that positioned her for global achievement.

With a TV show now screened in 84 countries and a multimedia publishing company focusing on the New Zealand, Dutch and Australian markets, Langbein learned early lessons on doing business abroad, none more so than with her first big break into the German publishing market.

From a tiny stand at the 1998 Frankfurt Book Fair set up to tout her Great Food for Busy Lives book, Langbein engineered a meeting with a large German publisher. "He came over with a cigar and I said 'I've got a fantastic book and I'd love you to look at it. He flicked through the pages and within 30 seconds he said 'I'll take half a million copies'."

Langbein wasn't keen to sell all international rights, negotiated to keep English sales and the German company bought 300,000 copies plus rights to another large concept. "I got paid quite a lot of money," she says, "then he went broke."

The shock failure led to a rethinking of her business model. Langbein says she hired consultants to work on her branding and systems and explored new ways of doing business in Europe and Australia. The result is a highly successful team based in Auckland but selling her concept around the world.

New Zealand, she says, continues to be the best place to hone her products. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.