A recent report, Navigating Global Markets developed by researchers from the University of Limerick's Kemmy Business School and commissioned in partnership with the All-Ireland Business Foundation (AIBF) and Mauve Group, reveals that micro-multinationals are punching far above their weight in international markets. Data shows that 34% of Irish companies are already exporting, with another 5% planning to.

Even more compelling is that two in five Irish companies are seeking to scale internationally. In focus groups, micro-enterprises increasingly describe themselves as ‘born global’, particularly in agile sectors like tech, software, and sustainability.

So, how are these organisations becoming micro-multinationals and tapping into global markets?

Agility, digital infrastructure, and the rise of lean global hiring

What differentiates micro-multinationals from larger, slower-moving corporations is their ability to scale globally without the usual hindrances. These SMEs adopt agile operations supported by cloud-based tools, digital workflows, and decentralised teams. While this tech-first infrastructure allows teams to respond to opportunities quickly, in order to remain compliant, it is key to ensure that all global moves are backed by people-led support systems. EORs providing global payroll, global HR, and immigration support can help companies to deliver services and manage teams across time zones by having people on the ground in-country, to support workers in person.

Lean global hiring is another key strategic element for micro-multinationals. Many use EOR companies to onboard and manage international talent without triggering a permanent establishment, helping them stay compliant while bypassing complex incorporation procedures. Services like salary benchmarking allow these companies to predict hiring expenses and remain competitive when entering new markets.

Driven by customer location

For many of today’s most ambitious SMEs, customer location, not company location, dictates business strategy. Within the report, 46% of respondents pointed to diversifying beyond the domestic market as a key driver for exporting. Instead of limiting their reach to home markets, micro-multinationals use digital channels and global HR consultancy services to reach and serve clients across the world. This is especially true for technology, sustainability, and software firms, which are often “born global” in their thinking and operations. Their ability to adapt to international customer needs from early on makes global scalability a natural progression, rather than an intimidating leap.

By focusing on where their customers are, and aligning hiring, marketing, and logistics accordingly, these companies can tailor their services and products to local expectations without compromising their brand. By utilising salary benchmarking tools and global HR consulting services, they are also able to build international teams that reflect the diversity of their customer base, further enhancing localisation and boosting marketability.

This customer-first, borderless approach enables micro-multinationals to build credibility and loyalty in international markets from the start, setting the foundation for sustainable, long-term global growth.

Forming partnerships

The report shows that Irish SMEs and startups are increasingly forming strategic partnerships to accelerate their global ambitions. These partnerships enable small businesses to access new markets, customer bases, and expertise without the high costs traditionally associated with global expansion.

Strategic alliances often provide an entry point into countries where direct establishment would be slow or risky. By collaborating with local partners, SMEs can navigate cultural, legal, and operational challenges more effectively, while ensuring total compliance. This approach may also mitigate the risk of triggering a permanent establishment, helping companies expand in a compliant and low-cost way while exploring demand in foreign markets.

These agile businesses also benefit from shared innovation and co-development opportunities. By working with partners that offer complementary strengths, such as local distribution, tech infrastructure, or regulatory knowledge, SMEs can scale faster and deliver more value to their customers. Partnering with global HR consultancies, EOR companies, or international payroll providers often forms part of this broader strategy, giving SMEs access to specialist capabilities that would be difficult to build in-house.

Through collaboration, these micro-multinationals stay lean, flexible, and globally competitive from the outset. 

For more startup news, check out the other articles on the website, and subscribe to the magazine for free. Listen to The Cereal Entrepreneur podcast for more interviews with entrepreneurs and big-hitters in the startup ecosystem.