The Scandinavian countries – Denmark, Norway and Sweden – are known for their highly developed economies and business culture that is geared towards equality and efficiency. Doing business in this region requires a professional, transparent and culturally norm-friendly approach, where teamwork and equality are central values. Learn how to navigate the Scandinavian business environment to build successful relationships.
1. Equality: A Fundamental Value
Why it's important:
In Scandinavian countries, equality is deeply rooted in the culture, influencing both professional and personal relationships.
How to behave:
- Show respect for all team members, regardless of role or position.
- Avoid authoritarian or hierarchical attitudes; Scandinavian leaders are often perceived as "primus inter pares" (first among equals).
- Adopt a collaborative style that values the contributions of each participant.
2. Efficiency and Structure
Why it's important:
Scandinavians value organization and efficiency in business processes. Business meetings are often short and focused on the objectives.
How to do:
- Present a clear agenda before meetings and stick to it strictly.
- Focused on data and practical solutions.
- Avoid long digressions or superfluous details.
3. Direct but Confidential Communication
Why it's important:
Communication in Scandinavian countries is generally direct, but remains respectful and conflict-free.
How to communicate:
- Express your opinions clearly and honestly, avoiding overly emotional tones.
- Pay attention to nonverbal language and actively listen to others.
- Avoid interrupting or speaking over others; respect for speaking turns is crucial.
4. Punctuality and Respect for Time
Why it's important:
Punctuality is a sign of respect in Scandinavian countries. Delays, even minimal ones, are generally frowned upon.
How to behave:
- Arrive on time or a few minutes early for appointments.
- Plan your intervention to stay on schedule.
- Meet agreed deadlines and communicate any delays well in advance.
5. Gender Equality and Inclusivity
Why it's important:
Gender equality is a core principle of Scandinavian culture, which is also reflected in corporate policies.
How to show sensitivity:
- Show respect for diversity and use inclusive language.
- Avoid gender stereotypes or discriminatory comments.
- Support equality in teams and decision-making dynamics.
6. Negotiation Style: Collaborative and Pragmatic
Why it's important:
Negotiations in Scandinavia tend to be collaborative, with a focus on win-win solutions.
How to trade:
- Be transparent and come forward with realistic and well-supported proposals.
- Avoid applying pressure; Scandinavians prefer a calm and considered approach.
- Show openness to compromise and innovative ideas.
7. Etiquette during Business Meals
Why it's important:
Business meals are an opportunity to build relationships, but they generally remain informal and conversation-oriented.
How to behave:
- Wait for the guest to start eating or drinking first.
- Avoid personal or controversial topics, such as politics or religion.
- Show appreciation for food, which often reflects local attention to quality and sustainability.
8. Case Study: An Italian Company in Sweden
An Italian food company found success in Sweden with a collaborative and culturally respectful approach. By participating in local workshops and demonstrating a focus on sustainability, the company built trust and established long-term strategic partnerships.
Doing business in the Nordics requires an approach that combines respect for equality, a focus on efficiency, and cultural sensitivity. Prepare carefully, adopt a direct but respectful communication style, and demonstrate your commitment to transparent and inclusive partnerships. With the right mindset, you can seize the opportunities offered by one of the most innovative and progressive markets in the world.