Australia’s ‘boofhead’ tourism marketing campaigns are hurting our reputation as an exporter of technology and innovation according to a new study. RMIT Adjunct Professor and B2B marketing communications consultant, Kimon Lycos, interviewed 50 CEOs of Australian SMEs and found that ‘being positioned internationally as a nation of boofheads, serial BBQ’ers and boozers makes it difficult to be taken seriously when selling complex and advanced technology overseas.’ And there seem to be particular challenges for Australians doing business in the US with American suppliers, business partners and subsidiaries not taking their Australian managers or counterparts seriously. More on the study is available online. It was also reported in the Sun-Herald today.
