The geopolitical landscape has fundamentally reshaped the conversation around defense and security. Defense spending is on the rise, political priorities are shifting, and topics long considered sensitive are now openly debated.
With a renewed responsibility for its own security, Europen nations need to take on a central leadership role. At the same time, tremendous efforts are underway to close investment gaps that have persisted for decades. As a result, a promising market is emerging for companies from across Europe and allied nations.
Understanding the Market and Seizing Opportunities
An increasing number of new, often disruptive and well-financed entrants are pushing into the market. For many, complex procurement processes and a multifaceted stakeholder environment present significant challenges.
Some established companies are already repositioning themselves as suppliers to the defense industry and as providers of dual-use technologies – driven in part by the decline or pressure on traditional sales markets.
The EU is encouraging joint procurement by Member States. There are political demands that EU antitrust policy should enable the necessary consolidation of the European defense industry. However, M&A transactions in this sector remain complex to implement.
Both established and emerging industry players now face unprecedented opportunities, new challenges, and a level of public scrutiny never seen before.
Key Questions for Established and New Players
How can companies credibly position themselves in the defense sector – while effectively managing reputational risks?
How can new entrants – especially providers of dual-use technologies – communicate their role clearly and transparently?
Which scenarios relating to NATO Article 5 should companies prepare for as part of crisis simulations and preparedness? What role do hybrid threats play in this context?
How can companies translate their understanding of the complex national markets in Europe into successful market strategies – enabling them to compete and capitalize on pan-European projects?
We help you seize opportunities and navigate the complex communications challenges in this evolving environment.
