Sun Powered Systems: Expanding EU Green Innovations Under the African Sun

Research background: This paper addresses a significant challenge in the decarbonization efforts within the European Union, namely the continual environmental ambitions confronting a company competitiveness. Employing case study methodology widely utilized at the University of Michigan, the authors critically examine the challenges associated with the international expansion of innovative SMEs into remote markets of third countries. Purpose of the Article: The first section provides an overview of the EU’s environmental objectives and the legislative-regulatory framework governing corporate activities within the EU. It elucidates the specific challenges faced by Slovak firms in their internationalization efforts, emphasizing the necessity of technological innovation alongside institutional support mechanisms. Methods: The study is based on a detailed case analysis of a Slovak start-up engaged in exporting solar-powered agricultural machinery to the Kenyan market. The primary objective is to identify the main obstacles and specifics encountered by small enterprises during export processes, explore viable solutions, and outline the critical measures necessary for successful market entry and expansion within African markets. Findings & Added Value: The authors delineate the growth potential of African markets for innovative energy solutions developed by startups from the CEE region. They highlight the unique contextual challenges faced by these companies in the African environment and propose feasible strategies for market entry, specifically targeting Kenya. The findings contribute valuable insights for practitioners and researchers, and the study can also serve as an educational resource suitable for pedagogical purposes in master and PhD. studies.