US market entry needs a strategy of options

What is happening. The USA remains an attractive market for European technology companies. At the same time, political, regulatory and trade conditions have become less predictable.

What it means for Germany. A sales office and a trade show booth are rarely enough on their own. Market entry is also decided by partner choice, location, pricing and regulatory effort.

What to do now. Examine three paths up front: selling through partners, an own entity, or an acquisition. And define for each path which customer demand, regulatory hurdle or partner quality argues for or against it.