Doing Business in Sweden

By Ann McDonagh Bengtsson

Swedish, though a Germanic language, is unexpectedly studded with French words. Phonetically spelled but easily recognisable, trottoar, paraply, fåtölj (fauteuil) are among the most common. Fönster (fénêtre) has actually replaced the old Scandinavian word " vindög ", " wind-eye " which exists in English as window. All bring a touch of southern comfort to a wide and wintry landscape. Swedes and Swedish skills are also deep in the fabric of France. The cool blue eyes of Francophile-Swedes peer down from political portraits on châteaux walls. More humbly, an axe that saw its best days a hundred years ago is still in use in my village in the midi with " Sandvik " clearly engraved on its worn sides. Today the process of exchange continues in even greater volume between these two clever, creative, contrasting and rather arrogant nations. The association is dynamic, but not without its dangers.

No cliche is absolute

Swedes are often termed " Monochronic " in that they prefer to work on one level at a time, completing a task before moving to another. The " Polychronic " French can perceive this as plodding and " picky " as they handle several levels simultaneosly. In turn the French drive their Nordic colleagues crazy with frustration while they flit like bees from task to task. To succeed, allowances have to be made for different ways of working. No one can change their fundamental ways of doing things without feeling uncomfortable. Anyway there are strengths in each approach (one must learn to see and use these, strengths to reap profitable results). And remember, though cultural categorisation is a valuable guide, it should be handled with great care. No cliché is absolute. There are exceptions to all generalisations, even if some are more widely applicable than others.

Check Time and Temper

French business people usually remark on the Swedish passion for time-keeping. It is not true that Swedes stand outside the door counting down the seconds until the clock strikes before they knock, but it is very true that they hate to be kept waiting. Schedules are carefully planned, occasionnally to the point of mania. If you arrive half an hour late the entire day might be ruined. Of course traffic being what it is, you could be stuck through no fault of your own. Call from your mobile phone to say why you have been delayed and give an estimate of when you will arrive. In this way you will be greeted with coffee and a smile, instead of that famous chilly reserve which most Swedes have as their automatic and horribly effective weapon / defense mechanism when they are irritated or embarrassed. Someone described it as " disappearing behind their eyes ". They do this at once if aggression, or overt displays of temperament creep into business. Keep cool. By the way, switch off the mobile phone when you arrive. Swedes hate interruptions. If you have their attention, it is given wholeheartedly.

Consensus versus Hierarchy

Consensus is the key word in Swedish business life. Do not be surprised if your Swedish business partners refuse to give a decision in a negotiation until they have reached agreement with their entire team. They are strongly results-oriented and like to achieve their objectives within a given time-scale, but do so by seeking the opinion of the whole group, discussing and compromising until they have reached something they can all endorse. Often the team has the power to make binding decisions across a wider range of issues than is normal in France. They suspect that the French hierarchical management structure deliberately prevents decisions being made and may see your request for a " referral " as time-wasting tactics imposed from above. If your team cannot make a decision without referral, you will not lose face if you simply say so and suggest when you might meet again. Swedes dislike open-ended meetings and are far happier if a firm date is set for a new encounter. They appreciate directness, structure and planning, but tend to pay little attention to appreciation for form, style or appearance in business.

Forget Power Dressing

Although informality is part of Swedish life, business-people know that casual clothes, acceptable around the Swedish office, are not appropriate abroad. Men usually turn up in a smart suit and tie (but rarely a vest !). Please do not be surprised if you go to a company in Sweden and see senior managers with a coloured jumper over an open-necked shirt, or hear them being addressed by their first name as they queue at the cafeteria. Certainly do not expect a Swedish secretary to make you a cup of coffee. If she feels sorry for you and has finished all her work, she might. The role of a secretary is normally wider than is the case in many French companies. The Swedish secretary may well see " hospitality " aspects of her role as very subordinate to her " real " responsibilities and tasks. And please do not think that your Swedish counterparts dislike you because they do not talk much. Many Swedes hardly say three words to each other either, if one will get the message across. It's nothing personal. They admire the French ability to chat, but distrust it a bit as well !

French flair, innovative daring and inspired application mixes well with Swedish love of detail, careful analysis of facts and systematic presentation. Over the centuries they have combined in a tasty receipt for commercial success. Now that Swedes have joined France in the " Family of European Nations ", cooperation and understanding between them can only increase.

Inter Cultural Management Associates (ICM) is a Paris-based consulting firm which since 1983 has helped managers and organizations work effectively across cultural orders, be they national, corporate or functional.

Inter Cultural Management Associates

2, rue de l'Eglise - 92200 Neuilly sur Seine - France

icm@icmassociates.com