A DITAC report (1991) found a common perception among Australian exporters that exporting was too hard.
A further attitudinal factor reported to significantly hinder Australian exporters was their lack of a long term perspective (Arcus, 1992; DITAC, 1991; McClean, 1986).
A Price Waterhouse research report found that Australian companies have failed in regard to both their practice as well as their attitude to international marketing (DITAC, 1991).
Australian export research found Australian exporters to be weak in management skills (DITAC, 1991; Karpin, 1995).
The DITAC (1991) survey states "One of the major factors inhibiting Australian exports of goods and services is that many Australian firms lack international marketing skills.