Your Road to Business Success in Europe in 2024

Among the largest and most diverse economic regions globally, Europe boasts a population of more than 740 million and a staggering gross domestic product (GDP) that surpasses EUR 18 trillion. The economic situation in Europe is influenced by multiple factors, such as collaborative efforts and integration within the European Union (EU), as well as the repercussions and recovery endeavors attempted in the aftermath of the COVID-19 pandemic, the ongoing shift toward a green and digital economy, and multifaceted trade relations with other global regions, to name just a few. 

With its rich industrial base, spanning from manufacturing to services, agriculture to energy, and innovation to culture, no wonder that Europe stands strong. These industries make it a powerful and resilient economic player on a global scale. This is why businesses striving to create and increase their value in Europe need to fully understand the complexities of the local market, leveraging the opportunities and overcoming the challenges that its changing environment offers. They should also adapt to the changing needs and expectations of their stakeholders, with customers, investors, regulators, and society among them. Without this, your chances to succeed and grow in Europe in 2024 remain pretty slim.

Market value 

A common metric for measuring what a company is worth is its market value, or market capitalization. This figure represents the total value of the company’s shares on the stock market and reflects investors’ expectations and confidence in its future performance. According to the Forbes Global 2000 ranking, the most valuable European company by market value in 2024 is Royal Dutch Shell, a multinational oil and gas giant headquartered in the Netherlands and the United Kingdom. With a market value of USD 281.6 billion, Shell holds the 11th position globally. Other European companies in the top 20 include HSBC Holdings, a British banking and financial services firm, and a French energy producer TotalEnergies.

However, market value is not the sole indicator of a company’s worth. Depending on economic conditions, investor sentiment, and external factors, it can fluctuate significantly. For example, the inglorious ongoing geopolitical developments in the region impact the market value of European energy companies, introducing supply disruptions and price volatility.

Brand value

Another crucial aspect to consider is the value of an enterprise that represents the estimated worth of the company’s name, reputation, and image on the market. A strong brand is capable of attracting and retaining customers, differentiating the company from competitors, and commanding premium pricing. The Brand Finance Global 500 is another proof that the most valuable European brand in 2024 is Deutsche Telekom, a telecommunications provider from Germany, with a brand value of USD 59.9 billion. Mercedes-Benz, a German luxury car manufacturer, and Allianz, an insurance and financial services company based in the same jurisdiction, follow closely.

Brand value extends beyond financial metrics. It also accounts for the emotional and social impact that the brand has. Suffice it to say that a valuable brand fosters loyalty, establishes a distinctive identity, and builds high levels of trust and credibility among consumers.

Innovation value

Measuring a company’s value is impossible if you ignore its innovation value, i.e., the ability to create new and improved products, services, processes, and business models that meet evolving market needs. Innovation value provides a competitive edge by increasing the enterprise’s efficiency and productivity and generating new sources of revenue. The Bloomberg Innovation Index indicates that in 2024, Germany leads the way as the most innovative European state, followed by Switzerland and Sweden.

If you take a look at Forbes’ Most Innovative Companies list, you’ll see that the most innovative European enterprises in 2024 include SAP, a German software developer, Spotify that is a music streaming service from Sweden, and last but not least Airbus, a renowned European aerospace company with a worldwide presence. All of them demonstrate that they are capable of creating and delivering value through innovation, benefiting both customers and shareholders along the way.

Cultural value

The complex landscape of European business reflects the diversity of the region’s legal, political, and social systems. Companies that operate and compete here must comply with varying rules and standards. The latter include the EU’s General Data Protection Regulation (GDPR), the Single Market, the Digital Single Market, the Green Deal, and the Brexit deal. Protecting customer rights, these regulations also aim to ensure fair competition and foster cooperation across countries and industries, while emphasizing environmental and social responsibility.

However, legal regulations are just another factor that determines a company’s value in Europe. Culture also plays an important role, as it shapes the perceptions and behaviors of customers, employees, partners, and investors. When we talk about culture, we usually mean language, values, norms, and preferences, which vary across the European market. Successful companies are versed in both regulatory and cultural challenges, understanding and respecting the diverse cultural nuances of Europe. 

For example, IKEA, the Swedish furniture giant, has expanded its presence by offering products that suit European consumers’ tastes, investing in renewable energy, and following circular economy initiatives. Spotify, the music streaming service that we mentioned already, leverages the EU’s Digital Single Market, customizing its content to local languages and cultures and collaborating with resident artists to showcase the richness of the European music scene. In its turn, the French cosmetics company L’Oréal has established itself as a leader by offering products that meet EU standards, embracing cultural diversity and supporting social and environmental causes that are in line with European values. These companies demonstrate how important it is to align with both regulatory and cultural dimensions to successfully create value in the diverse European market.

Are you entertaining the idea of forming a new company in Europe in 2024? It may certainly bring you numerous advantages. International Wealth, with its expert team, is ready to give you a helping hand. Supported by us, you’ll successfully set up a business in the chosen European jurisdiction and beyond. Whether you have a specific country in mind or need guidance on the best location for your company, our knowledgeable staff will simplify matters for you, ensuring a smooth and efficient registration.

Need further info? Find out more here! Or simply contact International Wealth today for a head start in your company registration journey and unlock the abundant opportunities Europe has to offer!