Regarding the barriers to enter the US market, Italian companies mainly complain about custom duties and an unfavorable rate of exchange. Indian firms are more concerned with non-tariff barriers, especially red tape (visas, trade show permits, and the like). It is also evident that the two governments have different sets of priorities when it comes to supporting the competitiveness of their respective gold industries in the US market. In addition, India seems to be more effectively facilitating direct investments in the US market. This is very critical in a market where products tend to be difficult to differentiate in the eyes of the end buyers. These are typically non-branded products and are not likely to be accompanied by large enough promotional outlays and where there is a lot to be gained with a more effectively controlled and more personally managed channel of distribution. The Indian exporters also indicated that they consider themselves to be part of a network which includes government agencies and financial institutions. This supportive network helps them enhance their market positions.