Sweden
Kingdom of Sweden
Local short form: Sverige
Local long form: Konungariket Sverige
Cultural Note
Swedes were some of the first Europeans to own a cell phone, use the Internet, and invest in technical gadgets. This has led to a large number of technology firms coming to Sweden, despite the country’s high taxes.
●3 What’s Your Cultural IQ?
1.True or False: The Swedish firm Stora Kopparberg is the oldest known company in the world.
ANSWER: True. Stora Kopparberg began as a medieval copper mine, and its earliest records are more than 700 years old. The copper has long since run out, but its successor firm, Stora-Great, is still around as a forest products firm.
2.Swedish director Ingmar Bergman made some of the most important movies of all time.
Which of the following was not directed by Bergman?
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Cries and Whispers |
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The Seventh Seal |
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Fanny and Alexander |
e. |
Wild Strawberries |
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My Life as a Dog |
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ANSWER: c. This film about a twelve-year-old boy in 1950s Sweden was directed by Lasse Hallström.
3. Which of the following is characteristic of Swedish business methods?
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Careful, meticulous planning |
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Being punctual |
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Insisting on quality |
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All of the above |
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Considering a verbal agreement and a handshake binding |
ANSWER: e. Violation of any of these norms by foreign executives may dissuade Swedish firms from doing business with them.
●3 Tips on Doing Business in Sweden
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Swedes traditionally find outward displays of emotion to be distasteful. While this trait |
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is common to all Scandinavians, it is especially pronounced in Sweden. Sales techniques |
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that use hype or high enthusiasm are generally not as successful in Sweden. |
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478 Kiss, Bow, or Shake Hands
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Swedish executives have a reputation as good negotiators, who can remain polite even while |
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driving a hard bargain. They also consider quality to be one of the most important issues. |
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Among themselves, Swedes prefer to make decisions via a consensus. However, they can |
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be so subtle about it that foreigners never even know that the process is taking place. |
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Instead of a formal vote, Swedes can establish a consensus through eye contact, slight |
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nods, and murmurs. |
Cultural Note
Berries are an important delicacy in Swedish cuisine. Besides the lingonberry jam that the retailer IKEA has made popular in households worldwide, Sweden also produces wild bilberries (with strong medicinal properties), caramel-flavored cloudberries (used in the ice cream at gala Nobel dinners), and the cherished smultronställe (wild strawberries). It is said that finding a pristine patch of wild strawberries can bring a tear to a Swede’s eye.
Swedish berries are prepared in many different ways, including blueberry soup—a staple of Sweden’s largest cross-country ski race, the Vasa (Vasaloppet). The Vasa runs from Sälen to Mora—fifty-five miles (89 km).
●3 Country Background
History
The Vikings (also called “Norsemen”) were feared for their raids throughout northern Europe from the eighth to eleventh century. These Vikings eventually became the Swedes, the Norwegians, and the Danes.
Christianity was introduced to Sweden by Saint Ansgar in a.d. 829.
Political power was concentrated first in Denmark, which came to rule much of Scandinavia. In 1389, the Union of Kalmar formally united Sweden with Denmark and Norway under Margaret I. Sweden left this union in 1448.
Denmark conquered Sweden in 1520. Many prominent Swedes were slain by the Danes in this “Stockholm Bloodbath.” Denmark’s rule did not last long; Sweden broke away from Denmark in 1523 and became a rival power under Gustav I. He later established Lutheranism as the state religion.
By 1660, expansionist Sweden had reached its greatest extent, gaining control of the Danish territories around Göteborg and Malmö, as well as parts of Norway.
Peter the Great of Russia defeated Swedish forces at the Battle of Poltava in 1709. Swedish power in Europe declined after this point.
In 1809, Sweden lost Finland to Russia during the Napoleonic Wars. Sweden and Denmark fought on opposite sides during this time. To punish Denmark for supporting Napoleon, the postwar Congress of Vienna took Norway from Denmark and gave it to Sweden in 1814.
Sweden had become an aristocratic nation of landed noblemen and had little in common with the fishermen, sailors, and merchants of Norway. Friction developed. Fortunately for the Norwegians, their rugged, rocky nation could not be divided up into the vast farming estates preferred by the Swedes. Norway finally broke away from Sweden in 1905 and was recognized as an independent nation.
Sweden remained neutral in both World Wars. In 1946, Sweden joined the United Nations but retained its policy of neutrality.
During the 1960s, Sweden enjoyed strong economic growth and became one of the world’s most prosperous nations.
Prime Minister Olaf Palme was assassinated in Stockholm in 1986, shocking the nation. Faced with soaring costs and high unemployment during the 1990s, Sweden imple-
mented tax reforms and reductions to its comprehensive welfare system.
Sweden became a member of the European Union in 1995, but as of this writing, Swedish voters continued to turn down entry into the euro system.
Cultural Note
Alfred Nobel invented dynamite in 1867, helping speed the growth of the mining industry and Sweden’s development as an industrial nation. Nevertheless, over the next twenty years, economic dislocations and food shortages caused half a million Swedes to immigrate to North America.
Type of Government
The Kingdom of Sweden is a parliamentary state under a constitutional monarchy. Sweden’s current constitution was adopted in 1975. In the executive branch, the Cabinet (which consists of the prime minister and the advising ministers) is responsible to Parliament. The Parliament has one house, the Riksdag. Its members are elected by universal suffrage and serve for three years.
The king is the chief of state, while the prime minister is the head of the government. Sweden has a free-enterprise economy, while maintaining an extensive social welfare
system. State benefits include child care, health care, and extensive pension plans. Taxation is very high.
Sweden historically maintained neutrality and felt that membership in the European Union would not be consistent with this policy. However, the end of the Cold War put Sweden’s entire foreign policy into question. Sweden did join the European Union in 1995 but declined to join NATO.
For current government data, check with the Embassy of Sweden at www.swedenabroad.se.
Language
The official language of Sweden is Swedish.
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Kiss, Bow, or Shake Hands |
Ethnologue.com lists a total of fifteen different languages spoken in Sweden. Swedish is closely related to Danish and Norwegian.
Cultural Note
Silence is golden in Sweden. A good child is always described as quiet. Swedish children are also taught that it is impolite to interrupt. This puts Swedes at somewhat of a disadvantage when dealing with loquacious Europeans (such as the French and Italians) who expect several people to speak at the same time.
The Swedish View
Sweden once had an official church, the Church of Sweden (a form of Lutheranism). While Sweden has complete religious freedom, until 1996 all Swedish citizens were automatically registered from birth as members of the Church of Sweden. This automatic registration has been dropped, and today, baptism is required for church membership. Furthermore, the official status of the Church of Sweden was revoked in the year 2000. Since then, the Church has been fully independent (although it continues to receive some government subsidies). Many Swedes attend church on holidays.
Other Christian denominations are also represented in Sweden. There are small Jewish and Muslim populations.
One-eighth of the population is foreign-born, and absorbing these foreign influences is a major concern for Swedes. Certain incidents, such as the tragedy in which a Kurdish father killed his own daughter because she adopted Swedish customs, are becoming more common and generating alarm.
Sweden’s egalitarianism is considered a cornerstone of Swedish society. Although authority is respected, positions of authority do not grant one special privileges. And Swedes believe that hierarchy can and should be bypassed when necessary.
Neutrality has been Sweden’s foreign policy for over 190 years. This enabled Sweden to stay out of both World Wars. However, Sweden does send personnel out on international peacekeeping missions.
Despite their neutral status, Swedes often consider themselves the conscience of the world. They feel free to comment on real or perceived injustices occurring anywhere, worldwide.
In the past, Swedes looked upon lifetime employment as a right. This ended with economic dislocations in the 1990s. Younger Swedes do not have the same loyalty to their employers that their parents had, nor do they expect to be employed by the same company their entire lives.
*Know Before You Go
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The primary hazard to visitors comes from the weather. Sweden’s winter is cold, dark, and snowy.
Aside from that, Sweden is a very safe country. The closest thing to a hazard a foreigner is likely to encounter in Sweden is bafflement at the impenetrable Swedish sense of humor. (Swedes tell jokes with a straight face, which has led many foreigners to believe that Swedes have no sense of humor.)
●3 Cultural Orientation
Cognitive Styles: How Swedes Organize and Process Information
The Swedes are a proud people. Their education teaches them to think conceptually and analytically. Swedes tend to look toward universal rules or laws to solve their problems.
Negotiation Strategies: What Swedes Accept as Evidence
Truth is supported by objective facts. Subjective feelings are considered suspect. Belief in the beneficence and desirability of the social welfare state is itself an ideology.
Like most Scandinavians, Swedes tend to accept data on face value. They extend trust to others until the source proves unreliable. However, the cosmopolitan Swedes are not naive.
Value Systems: The Basis for Behavior
The Swedes have a humanitarian culture. Top priority is given to the quality of life and to the environment.
The following three sections identify the Value Systems in the predominant culture— their methods of dividing right from wrong, good from evil, and so forth.
Locus of Decision-Making
Although decisions are made by group consensus, Swedes have a strong self-orientation and respect individual initiative and achievement. An individual’s ability is considered more important than his or her station in life.
Swedes are very good at compartmentalization. They feel that they have a right to a private life totally apart from their careers. These lives are rarely discussed with business colleagues, but they can nevertheless affect business decisions.
Sources of Anxiety Reduction
Sweden has been rated as having a low level of uncertainty avoidance, which would indicate that Swedes are very tolerant of divergent opinions.
Sweden’s comprehensive social welfare system is a great source of anxiety reduction. Swedes also tend to have strong nuclear families, which give stability and structure to their lives.
Issues of Equality/Inequality
Sweden has created a middle-class society that strives to minimize social differences, so there is very little evidence of poverty or wealth. The largely homogeneous population inhibits the development of largely divisive ethnic issues. Protected by their social welfare state, Swedes
so happy to be here!” might put off the Swedes if it is stated too enthusiastically. The more remote the phrasing, the better; try “It is a pleasure to be here.”
●Similarly, appearing reserved or even slightly shy can leave a positive impression with your Swedish hosts.
●Among themselves, Swedes prefer to make decisions via consensus. However, they can be so subtle about it that foreigners never even know such a process is taking place. Instead of a formal vote, Swedes can establish a consensus through nonverbal communication.
●Many Swedish businesspeople are fluent in English, particularly in large cities.
●While Swedes can be quite blunt, they also avoid confrontation. If a discussion begins to become heated, don’t be offended if the Swedes cut it off abruptly.
●Avoid conducting private conversations in public areas.
●Do not ask personal questions or be offended if Swedes do not inquire about your family, your hobbies, and so forth.
●Swedes accept silence with ease. Do not rush to fill in pauses in the conversation.
●Swedes are very proud of each of their local regions. Be careful not to praise one locale over another.
●Scandinavians appreciate knowledge of the differences among the people of Finland, Norway, Sweden, and Denmark.
●The Swedes have an intense appreciation of nature.
●Relaxation is important to the Swedes. This includes breaks in their work schedule. Don’t try to rush a Swede who is taking a long coffee break or an even longer lunch break, even if you are inconvenienced by it.
Business Entertaining
●Business lunches and dinners are quite popular. Make reservations in advance. Formal restaurants are recommended for business meals.
●Business breakfasts are becoming more common.
●Invite spouses to business dinners, but not to lunches.
●It is not uncommon for businesswomen to pick up the check in Sweden, especially if they are on an expense account.
●The Swedes generally do not socialize with coworkers after working hours, although they do consider their colleagues to be good friends.
●Swedes often remove their shoes when they enter their homes. There may be a place for your shoes to be stored in your host’s hallway during your visit.
●Toasts, although uncommon among young people, are more formal in Sweden than elsewhere in northern Europe. Allow your host and your seniors to toast you before you propose a toast to them.
●Skoal is the Swedish word for “cheers.” Wait until your host has said skoal before touching your drink.
484 Kiss, Bow, or Shake Hands
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If you are seated left of the host as the guest of honor, you may be expected to make a |
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speech. |
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The smörgåsbord is a buffet (hot and cold) served year-round, and especially during |
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Christmas and Easter. The cold foods are generally eaten first, then guests progress to the |
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hot dishes. |
●3 Protocol
Greetings
●The handshake is the standard greeting. Swedes also shake hands upon departure. Handshakes should be accompanied by direct eye contact.
●The handshake between men is short and firm. Handshakes between women—or between men and women—are less firm.
●Good friends (especially among the young) who see each other often may not bother to shake hands. Sometimes, they will exchange kisses on the cheek.
●Older, upper-class Swedes may be very formal. Be sure to shake their hands when greeting and when leaving. Older Swedes may avoid the pronoun “you,” instead referring to people in the third person (e.g., when greeting Mr. Jarl, they will say “How is Mr. Jarl today?”). This is a rare but endearing custom.
●Swedes generally prefer to be introduced by a third person.
Titles/Forms of Address
●The order of names in Sweden is the same as in most of Europe: first name followed by surname.
●Young people are most likely to go to a first name basis quickly, and the egalitarian Swedes often use first names in the workplace.
●Older Swedes generally still expect to be addressed by their surnames.
●Persons with professional titles should be addressed by that title (Doctor, Engineer, Professor, and so forth) followed by a surname. In truth, Swedes are not as obsessed with titles as are many Europeans.
●It is important to say hello and goodbye to employees in stores and restaurants.
Gestures
●The Swedes are a restrained people and do not use many gestures. When dealing with them, you should avoid gesticulating or talking with your hands.
●Swedes are also a relatively quiet people. Keep your voice calm and well modulated.
●In general, Swedes do not like physical contact with anyone except close friends. Do not touch, backslap, embrace, or put your arm around a Swede.
●Direct eye contact is expected. Look a Swede in the eye when speaking with him or her.
●A toss of the head means “come here.”
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While Swedes have a reputation for sexual openness, do not mistake a Swedish woman’s |
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forwardness for a sexual invitation. Swedish women often speak to strangers, especially |
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foreigners, when they want to practice the foreigner’s language. |
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Gifts
●In general, gift giving is not a part of doing business in Sweden. Sweden’s anticorruption legislation makes gift giving problematical; a gift must not be interpreted as a bribe.
●For a foreigner, a practical rule of thumb is to have a gift ready for your Swedish business associates, but not to give the gift unless you get a gift from the Swedish contact.
●Despite recent tax abatements, liquor is still expensive in Sweden, so it is a highly appreciated gift. Fine liquor or wine from your home country makes a good business present.
●If you are invited into a Swedish home, you should bring a gift for your hostess. Appropriate gifts include flowers, liquor, wine, cake, or candy. If there are children in the home, you may also bring a small gift for them.
●Swedes often remove the paper, or wrapping, from bouquets before they present them to the hostess.
Dress
●Conservative dress is appropriate. For business appointments, men should wear suits and ties, while women should wear suits or dresses.
●During the snowy winter, many Swedes wear boots to work and change into regular shoes when they arrive.
●Swedes are usually fashionably well dressed in public. Even when jeans are worn, they should be neat and clean.
●Public ostentation is avoided in Sweden. Try not to dress in clothing that attracts too much attention.
●You can’t always distinguish the boss by his or her clothes in Sweden. Swedish egalitarianism allows high-ranking executives to wear clothes similar to those of their employees.
Cultural Note
The government of Sweden tried to reduce the rate of alcoholism by imposing heavy taxes on alcohol. Many Swedes joke that the one tangible benefit of membership in the European Union is that the country was forced to reduce its alcohol taxes.
