The export-oriented Austrian paper industry generates significant sales volumes and provides highly skilled jobs to people, often in structurally weak rural areas. Competitiveness is a major driver for capital investments and innovation. Therefore competitiveness, here defined as “ability to sell”, is crucial for the success of the Austrian paper industry. Within this study three methods for measuring competitiveness in terms of the ability to sell are discussed. The chosen CMS-analysis by Milana compares the competitiveness of the Austrian paper industry with relevant international competitors from 2000 to 2010. The necessary data has been obtained through the UN-COMTRADE database. The results show that the Austrian paper industry became less competitive within the research period, but also, that not all product groups show negative results.