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Entering the DACH Market - Easier Said Than Done
Most Swiss companies treat Germany as a natural extension of the home market - same language, short distance, low perceived risk. That instinct is precisely what gets them into trouble.
In this episode, Christoph Walser makes the case that familiarity is a liability, not an advantage: the closer a market feels, the less rigour it receives. He looks at why German procurement, formalised decision cycles, and price-driven negotiation catch Swiss SMEs off guard, why Austria is often the smarter first step, and the three operational mistakes that undermine most DACH entries - underestimating local…
The skinny
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