Bruce-Iri was established in 2018 to offer services in research, engagement and development. This page provides information about Peter. You can access information about his associates here and view his research portfolio here.

Brief bio

Born and raised in Northland, New Zealand, Peter has a longstanding involvement in research. He has 0.5 tenure at NorthTec teaching on the Bachelor of Applied Management and related qualifications. Began took small steps into research in 1997 and has now led some significant applied research projects.

Peter lives with his wife Huria Iri in Whangarei, New Zealand.

Research portfolio

Major projects Peter has led include:

  •  The Social and Economic Impact of the Proposed CCR Project, published in 2012. This report was commissioned to help the Refining NZ Board in its decision to proceed with a $365 million expansion project. The report identified significant social and economic benefits to the region and nation. RefiningNZ CEO Ken Rivers thanked Peter for the report “we could not have got this over the line without your help”.
  • Developing the Stakeholder Engagement Process. A 2010 report for The New Zealand Refining Company mapping stakeholders and developing engagement processes.
  • The New Zealand Refining Company: Our Contribution. A 2008 report commissioned by the company to report on its Corporate Citizenship. Peter led a six person team from NorthTec, AUT’s Institute of Public Policy and Waikato University. Environmental Manager Geoff Taylor wrote:

“Of note is the way that Peter kept the multidisciplinary and multi-organisational team focussed on delivering the written research findings in both a timely and professional way. I believe that an important reason for this was Peter’s careful and polite manner that allowed him to communicate well not just with the research team, but also company employees and our other stockholders which was obviously reflected in the success of the project.

Peter also prepared and delivered presentations to the NZRC Leadership and Extended Leadership teams on the research. These presentations were well received and engaged the audience in a stimulating and provocative way that enabled the response to the research findings to be woven into the 2009 Business Plan. Perhaps most important was his ability to leave a lasting imprint on senior managers that helped to change our mental models as to how we saw and engaged with our stakeholders.”

Books and publications

“In the revised 2012 edition of his 2000 book, Better Business for a Better World, Peter Bruce looks at ways in which business people can more fully engage the moral and values components of the sustainability agenda. His aim of reconciling science with religion is a vital—if immensely challenging—one. A deeply considered, provocative book”.

  • Your Soul (2012) A Kindle ebook exploring the writings of the Bahá’í Faith on the soul.
  • Assessing stakeholder engagement. Communication Journal of New Zealand: He Kohinga Korero (2010) with Dr. Rita Shelley  11 (2) 26 – 44. .

Unpublished reports and presentations

  • Bruce, P., Zemke, K (Producer). (2010, July 18). Economics and spirituality [Television series episode]. In Baha’i on Air. Auckland, Stratos. View extract online.
  • Assessing stakeholder engagement. Proceedings from the New Zealand Communication Conference, Dunedin. A presentation with Dr Rita Shelley.
  • Building Online Student Communities With Assessed Forums: A paper presented to the New Zealand Communication Association, December 2007 and at eFest in October 2008.
  • Communication Audits: A paper presented to the New Zealand Communication Association, December 2007.
  • A Place for Identity: Māori: Being at Home at Work. Masters research project and a paper presented to the New Zealand Communication Association Conference, 2000.
  • Old Paradigms, New Paradigms: an Exploration of the Thinking that Shapes our Businesses and our World presented at the Ninth International Conference on Thinking, Auckland, 2001.
  • The Role of Business in the Development of a Global Society presented at the Association of Bahá’í Studies Conference, Wellington, July 1999.
  • Governance Development in Northland: A research report.
  • Hospitality Success, an investigation into success factors for cafes and restaurants. A Research Report.
  • Using the Net Promoter Score:Unpublished research report.
  • Environmental Management System (2000), developed for McBreen Jenkins.


Masters in Management (Massey University), 2008

Diploma in Business Studies (Training and Development) 1997

Graduate Diploma in Education (Tertiary) 1997

National Diploma of Horticulture (Honours) (1986)

Certificate in Tertiary Teaching (1991)

Certificate of Horticultural Management (1993)

Other interests

Teaching and learning

Peter has been teaching a broad range of subjects since 1986. These include horticulture and horticultural science, business papers including Management, Organisational Behaviour, Organisational Communication, Intercultural Communication, Business Heritage, Culture and Sustainability, Leadership, Thinking, and Sustainability in Business. He has also taught adult education papers including, Educational Leadership and Accelerated Learning. 

Peter has been an elearning pioneer at NorthTec and was Awarded an Innovation Award in 2007 for innovative learning assessment. He has developed dozens of courses with over 3,000 hours of Moodle development, both for NorthTec and private clients.

Sustainability and engagement

Inspired by his primary school teachers, Peter has a long standing interest in sustainability. This is reflected in his research interest and teaching. In recent years he has focussed on stakeholder engagement as the “leading edge of sustainability. His Stakeholder Engagement blog has over 80 posts and has attracted over 50,000 page views.

Community and business development

As a passionate Northlander, Peter is committed to the sustainable development of the region. He is a member of the local Bahá’í Community and has served as President of the Northland Branch of the Human Resource  Institute of New Zealand.

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