Published on / 21.05.2025
Contact / Marit Kuypers
From regional innovation to international growth
The high-tech manufacturing industry in Zuid-Holland is known worldwide for its innovative strength. But how can companies capitalize on these innovations internationally? Marit Kuypers, Senior Project Manager International Trade at InnovationQuarter and work package leader internationalization for Digitalzh, shares her vision on how companies can successfully take the step to expand abroad.
Strategic advice for achieving international success
Marit Kuypers has an extensive background in international entrepreneurship. She previously supported companies with export issues and now focuses on startups and scale-ups that are taking their first steps towards international markets.
What drives her? “Internationally oriented entrepreneurs always see opportunities and possibilities. They look ahead and I want to help them realize these ambitions.”
“My goal is to help entrepreneurs avoid pitfalls and to provide them with strategic guidance throughout their internationalization process.”
Marit Kuypers, Senior Projectmanager International Trade
The role of InnovationQuarter and Digitalzh
Within InnovationQuarter and Digitalzh, Marit acts as a connector. “We are in direct contact with entrepreneurs to understand their needs and the obstacles they experience in internationalization.”
This support can range from organizing training courses and networking events, to trade fair visits and trade missions. “Through our extensive network and collaboration with partners, we make participating in international activities more accessible and we support companies in realizing their growth plans.”
In addition, InnovationQuarter works closely with other regional development companies (ROMs) and the Trade & Innovate NL network to provide structural support to companies. These partnerships ensure that entrepreneurs not only benefit from regional expertise, but also gain access to national and international market opportunities.
“Internationally oriented entrepreneurs always see opportunities and possibilities. We help them realize those ambitions.”
Ongoing projects: Barcelona and Northern France
An example of a successful initiative is InnovationQuarter’s participation in 4YFN in Barcelona.
“This fair is one of the largest in the field of connectivity, AI, and digitalization. We are bringing 16 Dutch startups here for the third time. This is the place to increase international visibility.”
We are also organising a trade mission to Hauts-de-France, in collaboration with the Brabant development company BOM.
“During this mission, we bring companies directly into contact with potential partners through targeted matchmaking. This is a more tailored approach, where we actively guide companies in establishing valuable international connections.”
“Success in international markets requires market validation, trust, and strategic investments.”
International trends and geopolitical influences
The world is changing and this has an impact on internationalization. “Geopolitical developments have caused companies to focus more on Europe instead of on markets in the US and Asia. We see that entrepreneurs are increasingly exploiting opportunities in areas such as France, Spain, and Scandinavia.”
Innovation remains a crucial factor. “Dutch companies are technologically progressive, but success in international markets requires market validation and trust. These are processes that require time and strategic investments.”
Challenges and strategies for internationalization
Companies that take the step to enter markets abroad face various challenges. “Security and geopolitical risks play an increasingly important role in the choice of trading partners and markets.”
In addition, market validation is essential. “An innovative product alone is not enough. Companies need to gain insight into who their customers are, what the market looks like and what competition there is. We support them in this process and help them to develop a strong market position.”
How InnovationQuarter supports companies
We always start with an exploratory conversation. “We look at the market, the target group, and the business proposition of a company. Who makes the decisions within the target group? What are the right markets? This helps companies to further sharpen their strategy.”
“Participating in a trade fair is just the beginning. Without active follow-up, opportunities will remain untapped.”
Depending on the need, we offer tailor-made support: “Whether it concerns training, participation in a trade fair, or access to our international network, we help companies take the right steps.”
Additionally, follow-up is crucial. “Participating in a trade fair is just the beginning. Without active follow-up, opportunities remain untapped. We support companies structurally using their international contacts.”
Success stories and lessons learned
A good example is a high-tech company that has now participated three times in 4YFN. “Where they were searching in the beginning, they now invite international contacts themselves. They have fully embraced the international market strategy.”
The difference between success and failure? “Flexibility. Entrepreneurs must be open to unexpected market opportunities and at the same time have a clear strategy. In addition, they must be prepared to invest time and resources.”
A common pitfall is a lack of budget. “Internationalization requires investment. Export is not a solution to financial problems, but a strategic step for growth.”
“Through our extensive network, entrepreneurs gain access to new markets and business connections.”
Vision for the future: internationalization as the engine for growth
Internationalization is an important pillar for the high-tech sector. “The Dutch market is often too small for the innovative solutions that are developed here. To be successful internationally, strategic choices and preparation are essential.”
Marit has a clear message for companies that are hesitant about internationalization: “Start the conversation. We offer objective advice, help entrepreneurs find the right networks, and guide them in their growth path. But ultimately, the entrepreneur determines the course.”
The biggest opportunities for the coming years
The focus is increasingly shifting to Europe. “European markets are becoming increasingly important and offer plenty of opportunities for Dutch companies. At the same time, the geopolitical situation continues to develop, making flexibility and strategic agility essential.”
With InnovationQuarter, we continue to help companies with their international ambitions. “We work together with a broad network of partners and governments to support companies in their growth. Through our partnerships with Dutch embassies, consulates and trade offices, entrepreneurs can easily gain access to new markets and business connections.”
Explore the opportunities with us!