Austria - Country Commercial Guide
Market Entry Strategy
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  • While market entry strategies for U.S. exporters are highly dependent on the industry sector and individual business objectives, here are some general considerations:
  • Austria is a sophisticated, globally oriented market. U.S. exporters will often be competing with high-quality state-of-the-art products and services, often from Germany, a country with which Austria shares a border, a language, and a currency. Investing the time to understand your competition and develop a solid unique selling proposition as well as measures to reduce frictions such as currency risks, time zone disparities, and language barriers is highly recommended. 
  • Do not treat Austria as an extension of Germany. Though there are many similarities, and it does make sense to consider the two in tandem, Austria and Germany are economically, culturally, and historically distinct.
  • Companies interested in selling to the Austrian government will benefit immensely from partnering with a local company. Public procurement documentation is released in German, the deadlines for submitting information or raising an issue are tight, usually ten days, and most government contracts will require a local representative to provide product support.
  • We encourage those looking for an agent or distributor in Austria to think beyond national borders. In some cases, qualified distributors for this market may be found in neighboring Germany or Switzerland. Alternatively, some Austrian distributors have offices throughout Central-Eastern Europe and can support a regional footprint.  
  • Austria is a highly regulated economy, not just in terms of EU and national regulations, certifications, standards, and registration requirements, but also in ways that shape the market for individual products and services. Speaking with associations, thought leaders, and other sources can help a market newcomer understand the legal frameworks that will contribute to determining market viability, entry paths, and strategies.