Austria: A Prime Location for Headquarters in the Digital Age?

Austria has emerged as a prominent hub for headquarters (HQs) of multinational corporations (MNCs). Those HQs contribute significantly to the country’s economy, therefore research on these HQs and their (re)location decisions is vital, especially in the digital age. Previous studies have shed light on the profound impact of digitalization on business models, operations, and the role of HQs. However, further research is necessary to explore how digital technologies, including big data analytics, automation, artificial intelligence, and the Internet of Things, will shape the attractiveness of Austria as an HQ location and how this attractiveness will change in the future. To enhance our understanding in this area, this study examines responses from 140 managers from HQs in Austria. The findings suggest that Austria will continue to be an appealing HQ destination in the digital age, with a majority of participants envisioning the retention of existing HQs or even an attraction of more HQs. While Austria exhibits strengths in technological infrastructure and digitalization expertise, there is room for improvement in access to digitalization talent including data scientists or digital marketing experts. The study underscores the importance of increased investments in training and development of digitalization talent by policymakers, universities, and firms.