Digitization and internationalization: an indispensable combination
The high-tech manufacturing industry in South Holland is buzzing with innovation. But how do you ensure that these innovations not only make an impact locally but also gain a foothold internationally? Marit Kuypers, senior project manager international trade at InnovationQuarter and work package leader internationalization for Digitalzh, shares her insights on the opportunities, challenges, and strategies for companies looking to expand beyond borders.
From international trade to strategic advice
Marit Kuypers has an impressive background in international business. At her previous employer, she supported internationally operating companies with export-related challenges. Now, she focuses on startups and scale-ups.
“My goal is to help entrepreneurs avoid the pitfalls I’ve seen in the field. I know how challenging internationalization can be and want to support companies in making a strategic and well-prepared move across borders.”
What motivates her most? “Entrepreneurs with an international mindset always see opportunities and possibilities. They are forward-thinking. I want to help them capitalize on those opportunities.”
The role of Digitalzh and InnovationQuarter in internationalization
Within Digitalzh and InnovationQuarter, Marit plays a connecting role. “I speak with entrepreneurs every day to understand what drives them. What are their ambitions? Why haven’t they taken certain steps yet? How can we support them?”
That support comes in various forms, from organizing training sessions and networking events to facilitating trade fair visits and trade missions. “We ensure that companies can focus on their core business. Through our extensive network and collaborations with partners, we help make international activities more financially accessible and guide companies in their growth trajectory.”
Concrete projects: from Barcelona to northern France
A prime example of a successful initiative is Digitalzh’s participation in 4YFN in Barcelona. “This is one of the world’s largest trade fairs in connectivity, AI, and digitalization. For the third time, we are bringing 16 Dutch startups to this event. It’s the perfect place to establish an international presence.”
Additionally, Marit and her colleagues are organizing a trade mission to Hauts-de-France, in collaboration with the Brabant Development Agency (BOM). “Through one-on-one matchmaking, we connect companies with potential partners. This is a more localized and intensive approach, where we truly stand alongside the companies.”
Changing markets and geopolitical influences
The world is in flux, and that directly impacts internationalization. “Geopolitical developments are pushing companies to focus more on Europe. While the U.S. and Asia were previously popular markets, we now see a shift towards European countries such as France, Spain, and Scandinavia. This is driven by both economic and security factors.”
Innovation also plays a crucial role. “Dutch companies are often at the forefront of technology. But how do you make foreign companies want to work with you? It all comes down to market validation and building trust—processes that require time and effort.”
Challenges and pitfalls for businesses
Expanding into international markets comes with several challenges. “Security is a major concern. Geopolitical tensions are forcing companies to reassess their trading partners and market choices.”
Market validation is another crucial factor. “Your product may be innovative and technically flawless, but if your customer doesn’t perceive it that way, you have a problem. What does the market look like? Who are your customers? What are your competitors doing? Success requires thorough preparation and a clear strategy. We help companies test their proposition and identify the right target audience.”
How companies are supported in their internationalization plans
The process always begins with an in-depth conversation. “We dig deeper: who exactly is your customer? Not just ‘SMEs in that sector,’ but which specific role within a company makes the decision to buy your product? Who is the person behind that decision? Understanding this helps businesses define their market and strategy more precisely.”
Next, we determine the best approach: “Do they need training? Would participating in a trade mission or trade fair be beneficial? Or can we connect them with partners within our network?”
Follow-up is also crucial. “You can make countless connections at a trade fair, but without proper follow-up, nothing happens. We help companies take a structured approach to leveraging their international opportunities.”
Success stories and lessons learned
One great success story is a high-tech company that has now participated in 4YFN three times. “At first, they were still finding their way, but now they actively invite international contacts to the fair themselves. They’ve really mastered the process.”
What sets successful companies apart? “Flexibility. Businesses need to be open to unexpected market opportunities while maintaining a solid strategy. And they must be willing to invest—international expansion takes both time and money.”
A common pitfall is underestimating the financial commitment. “Exporting is not a quick fix for financial struggles. Companies need to have the necessary resources to enter a new market properly.”
The future of internationalization in the high-tech manufacturing industry
Marit sees internationalization as a key driver of growth for the sector. “The Dutch market is often too small for the innovative solutions developed here. But succeeding abroad requires strategic choices and solid preparation.”
For companies hesitant about taking this step, she offers clear advice: “Start the conversation. We provide objective advice and open doors to networks and opportunities—but ultimately, the entrepreneur is the one who steers the course.”
The biggest opportunities in the coming years
The focus for the coming years will be increasingly on Europe. “We’re seeing a growing trend of European markets seeking closer collaboration. This presents major opportunities for Dutch companies. However, the global landscape is changing rapidly, and businesses must remain agile and responsive to new developments.”
With Digitalzh and InnovationQuarter, Marit and her colleagues continue to support businesses in seizing these opportunities. “We work closely with a large network of partners and government agencies to help companies grow. Those aiming for international success don’t have to do it alone.”
Want to explore what internationalization can do for your business? Schedule an intake with Marit!