Learn about barriers to market entry and local requirements, i.e., things to be aware of when entering the market for this country.
Last Published: 7/9/2019

U.S. exporters may confront the following challenges when trying to enter the Austrian market, but with awareness and proactive action, these can be addressed.

First, there is the challenge of distance. U.S. companies’ main competitors are likely to be in Germany, Austria’s top trading partner that is located in the  same time zone and with the same language as well as similar culture. Overcoming this challenge will require a proactive approach including selecting a strong local business partner and  accomodating these differences with active engagement.  

A second significant challenge in Austria is the burden of regulation, often in addition to EU minimum standards. Because business processes are highly regulated, expect Austrian business partners to request detailed information about products in order to investigate what kinds of registration, transportation, storage and disposal regulations will apply. The process for entering the Austrian market is likely to take longer than it would in many other countries.

Finally, most Austrians are highly risk-averse. This characteristic can make it difficult to introduce new products or present business innovations. The best way to combat this tendency is to mitigate your business partner’s fears by focusing on proven results, spending enough time to carefully plan for various contingencies, and being flexible in minimum purchasing requirements.
 

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.