Oulu Poly - School of Business
Cultural Awareness Programme
European Business Cultures / Ismo Koponen
Sweden
A monarchy in Scandinavia, between Norway and Finland. Member of the
EU; national currency: Swedish crown.
Business culture: the Swedish may be hard - even unflexible - negotiators.
Business and leisure kept apart. Management style, however, is democratic
(consensus thinking; decision making and implemention: _______ ) and
women are equal to men. Swedes spend money on business clothing, but
dark suite and white shirt a must only in government offices.
Addressing: easy, everybody is 'Du' (is the situation changing?).
Age: business people are often young; age of no importance.
Alcohol: expensive in restaurants; an appreciated gift.
Business cards: presented at introduction; should be in Swedish.
Business gifts: only inexpensive gifts are accepted by tax authorities.
Colours: blue and yellow.
Dress code: fashion and style appreciated; less casual than in Finland.
Flowers: take some flowers - not red roses - to the hostess if you are invited
to a Swedish home.
Friendship: Swedes are friend>ly<, in the American way.
Hobbies: from alpine skiing to golf and sailing.
Languages: Swedish (do not be afraid of speaking 'Finnsish Swedish') and
English.
Management style: democratic, American style; responsibilities evenly
shared; a manager has to negotiate (consensus important).
Patriotism: emerging; Royal Family respected; military forces respected.
Politeness: more important than e.g. in Finland.
Punctuality: highly appreciated.
Religion: 'North-West-European'; liberal; not a small talk topic in business.
Smoking: forbidden in offices etc.
Symbols: Royal Family, 'tre kronor', ABB, IKEA, Volvo etc.
Table manners: originate from France, toasting, and singing (in the evening).
Tabus: wars, murder of Olof Palme.
Time, and puctuality: being late is disliked; long lunches and coffee breaks.
Topics:
Yes / No: Swedish may respond indirectly: "It is interesting".
Working hours: business hours and leisure time are kept apart; do not try to
contact a business person on a Fri afternoon.
Miscellaneous: Swedish are marketing oriented people, and have high self
esteem, you should have too; do your home work in advance.