After the Hungarian technology company Hiflylabs recently explained in an interview with Daily News Hungary Deutsch why entering the Austrian market can serve as a strategic gateway to the German-speaking region, Finta Studio, one of Hungary’s most renowned architectural firms, now shares its own experience and insights into both the opportunities and challenges of expanding into Austria.
In our conversation with Péter Farkas, COO of Finta Studio Österreich Architekten ZT GmbH, one thing became clear very quickly: succeeding in Austria requires much more than simply having an established name in your home market.
A Hungarian institution with international ambitions
Founded by Dr. József Finta, Finta Studio has been one of the defining names in Hungarian architecture for decades. Numerous buildings that shape Budapest’s modern skyline today were designed by the company. These include the Szervita Square Building, the Budapest Marriott Hotel, the MOL Campus, as well as Agora Budapest, where the interview with Daily News Hungary Deutsch was conducted. According to Farkas, the company has been operating at the highest technical standards for years and develops projects capable of meeting international sustainability certifications such as LEED and BREEAM. However, even such a strong reputation does not automatically guarantee success abroad.
Trust of potential partners needs to be rebuilt locally
“Based on our first months in Austria, we feel that even a strong reputation at home does not automatically translate abroad. The trust of potential partners needs to be rebuilt locally.” Farkas emphasises that a company may be a market leader in Hungary, possess decades of experience, and have impressive reference projects—but in a foreign market, trust must be earned all over again. That is precisely why local presence becomes essential.
Why Austria means more than just Austria
According to Farkas, choosing Austria was a very conscious decision. In addition to geographical proximity and cultural familiarity, Austria offers access to significantly larger markets. “Establishing a presence in Austria can create access to the wider DACH region, although this naturally depends on the company’s profile and long-term strategy.” According to Farkas, the benefits go even further: once a company is locally registered and holds the necessary licenses, opportunities begin to emerge not only in Austria, but often in Germany, Switzerland, and other European markets as well. Austria therefore becomes a strategic springboard far beyond the domestic market.
Why a Vienna office creates trust
Another key point Farkas repeatedly stressed during the interview was trust. In project-intensive industries such as architecture, engineering, or real estate development, technical competence alone is not enough. A company’s official presence also matters. Farkas shared a concrete example from his previous professional experience: a potential client openly admitted that they were hesitant to work with a company without a local presence, partly for legal and organisational reasons. According to Farkas, an Austrian corporate presence can make a significant difference in such situations. “A local market presence immediately creates a different perception and additional credibility in many business discussions.”
Different market, different factors
Farkas is particularly outspoken when discussing competition. He openly criticises a business mindset that has long been considered a competitive advantage in parts of Central and Eastern Europe: “Being simply cheap is in our experience not enough in the Austrian market, because tenders tend to place more emphasis on quality and technical criteria than on price alone”. Companies looking to succeed in Austria must compete through quality, innovation, and measurable performance. Farkas explains that Austrian tenders are significantly less price-driven than many entrepreneurs initially assume. In many procurement procedures, price accounts for only around 30 percent of the total evaluation. The remaining criteria typically include technical quality, references, innovation, and solution competence. “If your only competitive advantage is price, it will be very difficult.” This is precisely why Farkas sees Austria as a true quality test for companies.
Support during market entry from the Austrian Business Agency
Another key success factor during market entry, according to Farkas, was the support provided by the Austrian Business Agency (ABA). The state investment agency supported Finta Studio not only with regulatory matters, administrative procedures, and organisational processes, but also played an especially valuable role in communication with Austrian authorities and institutional stakeholders, according to Farkas. In a highly regulated industry such as architecture, having an established local partner can help accelerate processes and provide additional credibility to a new market entrant. Farkas emphasises that ABA’s support proved to be a tangible advantage, particularly during official discussions and administrative procedures.
To read more about what the Austrian Business Agency has to offer for Hungarian companies, click here
Austria is not an easy market, but it is a fair one
Despite high bureaucratic requirements, Farkas draws a positive conclusion so far. Austria is demanding, highly regulated, and extremely competitive—but at the same time transparent and fair. “If you deliver quality, have a clear strategy, and are willing to prove yourself in a real competitive environment, this step is definitely worth taking.” Although Finta Studio’s operational activities in Austria only began a few months ago, the company has already established initial contacts, built networks, and identified concrete business opportunities.
Advice for other Hungarian companies
In closing, Farkas offers a clear message to other Hungarian companies considering expansion into Austria: Market share or size in the home market is not what matters most. The real questions are: Is our product truly internationally competitive? Can we succeed in a market where quality matters more than personal relationships? Are we prepared to start from zero again? “If the answer is yes, you should definitely take this step.” For an initial overview, Farkas explicitly recommends contacting the Austrian Business Agency, which offers Hungarian companies free support and guidance regarding investments and expansion into Austria.
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