This paper offers an analysis of business relations between New Zealand and Europe with a focus on the firm and sector level strategies being pursued by New Zealand organisations in the EU market. The paper sets out, in terms of New Zealand’s global position, why the EU market is still vitally important. Conceptualising the key trends in the global environment for business and trade in terms of hypercompetition, the analysis is also positioned against some other trends in business strategy, those of market convergence, networks and relationships and eCommerce. The paper presents some of the key challenges for the ongoing involvement of New Zealand firms in the EU market, with particular reference to strategy and marketing issues. We conclude with some implications for business and future research.