Austria’s Competitiveness in Times of Digitalization: Still a Prime Location for HQs?

In this study, we investigate how managers perceive Austria as one of Europe's prime locations for divisional and corporate headquarters (HQ) and how this might change in the context of the ongoing digital transformation. Drawing on our quantitative survey results, we find that Austria as a HQ location will remain attractive and seems to be well prepared for the digital transformation. 74% of our respondents rate the technological infrastructure in Austria as positive. Similarly, the access to digitalization expertise from startups, law firms, consultants, etc. receives good ratings from 67% of our respondents. Consequently, the responding managers from divisional and corporate HQs predominantly predict that Austria will be able to retain or even attract more HQs in the future. The biggest hurdle for Austria appears to be a lack of digitalization talent: 59% disagree or strongly disagree with the notion that "Austria provides sufficient access to digitalization talent".