The Awatoru model ascribes to the position taken by Apirana Ngata on the relationships between matauranga (Maori knowledge) and pakeha knowledge.  Ngata referred to them as two fishing grounds and encouraged fishing between them – catching from both. 

In this manner the Awatoru model seeks to work and negotiate between cultures and aims to harness valuable dimensions of both as reflective of an inclusive approach that reflects the realities of Maori businesses functioning in a contemporary global environment. 

The Awatoru approach promotes the commercialisation of Maori culture as a point of global distinction and as a legitimate means of exploring and revitalising our culture and presenting it to a global audience. Whilst it is commercially focussed - the Awatoru approach is viewed as providing cultural and social benefits for Maori and consequently all New Zealanders. 

The Awatoru model provides a mechanism for cross-cultural interface and is viewed as providing a process for all NZ businesses that seek to engage with, or include, Maori culture in their approach - or whom recognise Maori as a central element of our nations identity.  The Awatoru approach provides a process which ensures an appropriate method and depth of engagement for such relationships. 

The Awatoru model is viewed as having an international audience and applications.  Whilst it has been built from a Maori platform – many of the values, practices and methods it promotes are considered to be widely applicable. The benefits of processes such as noho Marae in respect to relationship development and as generating deep understandings between stakeholders could be viewed as ‘best practice’ models for cross-cultural business development and international exchange. 

The model ascribes to a mana based approach and as such is viewed as generating businesses that aspire to, develop and maintain a sustainable approach through developing strong relationships built on trust, respect, integrity, credibility, honesty, professionalism and reciprocity. 

The Awatoru model is ‘whanau’ based – whereby it views the development of interpersonal and ‘kinship’ relationships in business as producing value generating partnerships. 

This ‘mana-based’ approach is reflected in the core values that the model espouses: 

Mana Atua

Connects us with our sources of creation, dedication, inspiration and faith.  Provides a values framework and basis for commitment. Instils a sense of responsibility for our whole environment. 

Mana Whenua

Connection with place provides us with a platform on which to stand and act with confidence, dignity and authority. Is our source of creativity and its health is central to our well-being.

Mana Tupuna

Ensures we respect and carry forward the legacy of our ancestors.  It also acknowledges our heritage and connection with the natural world.  It guides us in determining strategy. 

Mana Taonga

Defines what is of value to us.  It affirms the importance of our inheritance and our responsibility as kaitiaki to care and protect these things – both physical and metaphysical taonga. 

Wairuatanga

Our spiritual connections with our environment, people, deities and our cosmologies. 

Whanaungatanga

The model encourages the active forging of relationships and interpersonal connections built on respect, trust and reciprocity – utilising our friends, associates and trusted networks. 

Kotahitanga

The model promotes unity of vision, purpose and action as a key to business success. 

Ahuatanga

The model promotes developing ‘character’ that reflects our unique corner of the Pacific. 

Manaakitanga

The model promotes the extension of hospitality, respect & reciprocity to stakeholders. 

Kaitiakitanga

The model promotes sustainable practices cognisant of our duty of care for our nation.