Case Study: Developing an Internationalization Strategy for a NASDAQ-Listed Software Company

Initial Situation & Objectives

A leading NASDAQ-listed software provider from the United States engaged us for strategic advisory services in support of its planned expansion into European markets. The company held a strong market position in North America, serving both governmental institutions and private-sector clients.

However, it lacked a robust, data-driven and market-oriented decision-making framework for internationalization—particularly regarding market positioning, site selection, regulatory compliance, and the potential for strategic partnerships and technological scaling.The objective was to design a scalable, investment-secure growth concept that integrated technological, operational, and market-specific factors and provided a solid foundation for executive decision-making.

Analysis & Methodology

The project began with a structured assessment of the company’s current international activities, resources, and scalability potential. This included evaluating existing distribution channels, the adaptability of the software architecture to European regulations (e.g., data residency, ENISA requirements), and internal capacities for localization, support, and operational deployment.

In parallel, we conducted a comprehensive market analysis across five prioritized European regions: the DACH region, France, the Nordics, the United Kingdom, and the Benelux countries. This analysis covered market size, competitive landscapes, customer segments, regulatory entry barriers, and geopolitical conditions relevant to expansion planning.To assess the company's internationalization readiness, we applied a tailored maturity model to benchmark the current state against the structural requirements of a successful market entry.

Recommendations & Action Plan

Based on the analysis, we developed a structured action plan with concrete, prioritized recommendations across four strategic dimensions:

• Market Positioning & Target Customer SegmentationDevelopment of a differentiated positioning strategy based on clearly defined target groups and use cases—covering both public sector and private enterprise applications.

• Location Strategy & Partnership NetworkEvaluation of potential locations for representation or joint ventures using criteria such as talent availability, funding landscapes, infrastructure, and regulatory stability. A partner selection framework was also established.

• Technological Scaling & Product LocalizationDefinition of the necessary software adjustments (e.g., multilingual interfaces, hosting compliance, data protection) and development of a roadmap for phased localization and product evolution.

• Regulatory Compliance & GovernanceCompilation of relevant EU regulatory requirements—including export restrictions, licensing obligations, and data protection laws—along with recommendations for efficient compliance structures.

The recommendations were consolidated into a phased implementation roadmap that included quick wins as well as medium- and long-term measures, complete with cost estimates, resource requirements, and measurable success indicators.

Results & Impact

The structured approach resulted in a robust executive decision paper containing quantifiable market data, actionable expansion options, and risk-assessed entry scenarios.Notably, two high-potential target markets were identified for immediate action, and a pilot location was validated as a strategic hub for future European operations.