Understanding European markets, adapting products and processes to local needs, choosing the best sales distribution strategy, entering new markets, finding a distributor or establishing efficient local operations can be a highly complex process.

The European markets differ from Asia and the Americas in many ways and even between the German-speaking markets there are significant distinctions.

• The European markets are information-rich economies. Different from Asia, market insights can be obtained with relative ease. Here it is an advantage to rely on local professionals for formulating market-entry options.

• The leadership and business culture varies a lot across Europe and even in between the German speaking countries. For example, while Germans prefer a fact-oriented, straight-forward business style, Swiss do not like business partners to be too pushy, and in Austria relationships matter.

• Then again, the Bavarian state with its culture and approach differs from other German states. Its successful combination of tradition and innovation is best expressed by the well-known slogan "laptop and lederhosen".

To reduce risks and expand business with success, it may be a wise choice to develop an alliance with

• a local company with complimentary offerings
• a services company dealing with similar products
• a reliable local distributor

 
To further expand, you may want to

• establish a publicly limited company
• build your own sales agent network
• form a joint venture with a local partner
• acquire a part of a local competitor
• or a combination of these.

In Europe, customers are interested in local presence and support. Ideally SMEs should act in the German speaking markets via a wholly- or partly-owned EU-subsidiary.

For all these matters, it is reasonable to teamwork with local experts.