Recap | EXPORT ACADEMY: Smart Market Selection

Emerging markets offer export-oriented companies attractive growth prospects. At the same time, they place high demands on strategic clarity, resource planning, and decision-making quality. After all, not every market with potential is automatically the right next step.

This is exactly where the EXPORT ACADEMY | Smart Market Selection: AI as a compass for emerging markets came in on May 20. In a compact working group, participants analyzed how potential growth markets can be systematically assessed, compared with one another, and translated into a viable export decision.

The Academy was accompanied by market analysis and AI expert Thomas Klepits as well as ICS experts Alexandra Kohrgruber and Iris Edler-Stiegler. The focus was on a clearly structured, AI-supported process: from classifying the company’s own situation and analyzing market potential, feasibility, risks, and framework conditions through to initial considerations for a concrete go-to-market approach. One point became particularly clear: AI does not replace a strategic decision. However, it can help to structure large volumes of information more quickly, make relevant market data more comparable, and prepare decision-making bases in a more transparent way. Especially in emerging markets, this is a decisive advantage. Economic dynamics, legal frameworks, political developments, cultural differences, and operational requirements must not be viewed in isolation, but assessed in combination. Participants therefore did not work with general market lists, but followed a structured decision-making process. The key question was: Which market truly fits the company, the available resources, and the strategic objectives?

In addition, Renate Schnutt provided a concise insight into the global network of AUSSENWIRTSCHAFT AUSTRIA. Marion Kikinger informed participants about current funding opportunities from go-international, and Simone Jelitzka-Kahlen presented the TIGER program, which can specifically support internationalization projects of health companies.

A key takeaway from the EXPORT ACADEMY: Successful internationalization does not begin with the first growth market that comes along, but with a well-founded market decision. AI can serve as a valuable tool—not as a replacement for entrepreneurial responsibility, but as a compass that provides orientation and makes priorities visible. ICS supports companies precisely at this interface: in the strategic classification of international growth opportunities, in the assessment of new markets, and in preparing concrete steps toward export and internationalization.

Our sincere thanks go to all experts and participants for the committed exchange, active involvement, and clear perspective beyond the obvious. This Academy was offered as part of our new EU project DiGEM, with which we specifically support Styrian companies in entering and expanding in emerging markets.

Would you like to apply for the Digital Gateway Emerging Markets funding?

Take the Fit Check now and contact us:

Alexandra Kohrgruber | Project Manager DiGEM
T +43 316 601 275
E ak@ic-steiermark.at