http://businessculture.org - Find out about business culture in Sweden. This guide is part of the Passport to Trade 2.0 project which examined European Business culture in 31 countries looking at business communication, business etiquette, business meeting etiquette, internship and student placements, cost of living, work-life-balance and social media guide.

1.
|
1
businessculture.org
Business Culture
in Sweden
http://businessculture.org/northerneurope/sweden/
Last updated: 6.10.2013
businessculture.org
This project has been funded with support from the European Commission. This
Content
Sweden
publication reflects the view only of the author, and the Commission cannot be held
responsible for any use which may be made of the information contained therein.

2.
|
2
TABLE
OF
CONTENTS
Business
Culture
in
Sweden
......................................................................................................
4
Xenophobia: being a foreigner in Sweden ........................................................................................... 5
International business in Sweden ......................................................................................................... 5
General Education ............................................................................................................................... 6
Educational standards .......................................................................................................................... 6
Other Issues .......................................................................................................................................... 6
Cultural taboos ..................................................................................................................................... 6
Business
Communication
..........................................................................................................
8
Face-to-face communication ................................................................................................................ 8
Language Matters................................................................................................................................. 9
Business Relationships ........................................................................................................................ 10
Making contact ................................................................................................................................... 10
Personal Titles .................................................................................................................................... 10
Business
Etiquette
..................................................................................................................
11
Corporate Social Responsibility ......................................................................................................... 11
Punctuality .......................................................................................................................................... 11
Gift giving ........................................................................................................................................... 11
Business Dress Code ........................................................................................................................... 11
Bribery and corruption ....................................................................................................................... 12
Business
Meeting
Etiquette
....................................................................................................
13
Importance of Business Meeting ........................................................................................................ 13
Business Meeting planning ................................................................................................................. 13
Negotiation process ............................................................................................................................ 14
Meeting protocol ................................................................................................................................ 14
How to Run a Business Meeting ........................................................................................................ 14
Follow up letter after meeting with client ........................................................................................... 15
Business meals .................................................................................................................................... 15
businessculture.org
Content
Sweden

3.
|
3
Business Meeting tips.......................................................................................................................... 16
Internship
and
placement
.......................................................................................................
17
Work experience................................................................................................................................. 17
Internship and Placement advice ....................................................................................................... 17
Social security and European health insurance ................................................................................. 18
Safety .................................................................................................................................................. 18
Do I need a visa? ................................................................................................................................ 18
Internship and placement salary ........................................................................................................ 19
Internship and placement accommodation ........................................................................................ 19
Cost
of
Living
...........................................................................................................................
20
Money and Banking ........................................................................................................................... 20
Traveling costs .................................................................................................................................... 20
Work-­‐life
Balance
....................................................................................................................
21
National holidays ................................................................................................................................ 21
Working hours .................................................................................................................................... 21
Health insurance ................................................................................................................................ 21
Social
Media
Guide
.................................................................................................................
23
Social Media Guide for Sweden ......................................................................................................... 23
Search and Social Media Marketing for International Business ........................................................ 23
businessculture.org
Content
Sweden

4.
|
4
Business
Culture
in
Sweden
Did you know about business culture in Sweden? Watch this video animation to find out
some interesting facts.
(http://www.youtube.com/watch?v=C_pLVridwbg)
Sweden is located in Northern Europe on the Scandinavian Peninsula bordering Norway and
Finland. It is the third largest country in Western Europe covering 450,000 sq km of which
53% is forests and 9% is lakes and rivers.
The total population of Sweden is about 9.5 million, one fifth of whom are immigrants or
have at least one foreign-born parent. The largest immigrant groups are from Finland, Serbia
and Montenegro, Bosnia-Herzegovina, Iran, Norway, Denmark, and Poland.
Sweden’s capital city is Stockholm. Sweden’s official language is Swedish, which is a
Germanic language related to Danish and Norwegian. Five minority languages are Finnish,
Meänkieli, Sami, Romani and Yiddish but English is by far the leading foreign language. In
1995, Sweden joined the European Union but in a 2003 consultative referendum, Swedish
citizens declined to adopt the Euro and the currency of Sweden remains the Swedish Krona
(SEK).
The official head of the country is the king but the duties of the Swedish monarch as head of
state are today purely representative and ceremonial and the country is governed by a
popularly elected parliament and government.
Sweden’s economy is highly developed and the country has a high standard of living. The
major economic resources are from fisheries, wood, high-grade ore mining, hydroelectric
power, and also a strong tourism industry. The most important export goods are electrical and
telecom equipment, machinery, crude oil, passenger cars, paper, pharmaceuticals, foodstuffs,
textile products, footwear, iron and steel.
businessculture.org
Content
Sweden

5.
|
5
Sweden has one of the world’s highest life expectancies and one of the lowest birth rates.
There is an extensive social welfare system, which provides for childcare and maternity and
paternity leave, old-age pensions, and sick leave, among other benefits and there is a ceiling
on health care costs. These services are paid for by taxation, which is thought to be one of the
highest in the world. In terms of income, the wealth distribution in Sweden is one of the
world’s most equal ones.
Sweden’s climate is not as extreme as one might think considering the country’s northern
location. This is due to its proximity to the Gulf Stream and Norway’s mountains. However,
as Sweden’s extreme length is over 1500 kilometers, there is a relatively drastic difference in
the climate and the amount of daylight between the northern and southern parts of the
country. The Swedish capital Stockholm’s average temperatures range from 17°C in July to 3°C in January. In the northern parts, for example Kiruna, the corresponding temperatures are
13°C in July and a freezing -16°C in January. Stockholm again enjoys 17 hours of daylight in
July and 7 hours in January whereas in Kiruna, the sun does not go down at all in July and
does not come up at all in January. When it comes to time zones, Sweden is in the Central
European Time zone, which means that the time in Sweden in the summer is GMT+2 and in
the winter GMT+1.
Xenophobia:
being
a
foreigner
in
Sweden
Sweden has become a multicultural and cosmopolitan nation over the last few decades. Today
about one fifth of Sweden’s population are immigrants or have at least one foreign-born
parent. There are almost 200 native tongues among the Swedish population. In general, since
the Swedes are used to multiculturalism in their society, they are known to be tolerant towards
foreigners.
The Swedish nation also has experience of emigration. In the years from 1851 to 1930 over a
million Swedes left the country to emigrate to the United States. This era created a folklore
that perhaps helps the Swedes to empathize with the immigrants of today. Most of the
immigrants are from the Nordic countries, the former Yugoslavia, Iran and Poland.
International
business
in
Sweden
When doing business in a foreign country you need to be prepared to experience things that
are different from those in your own culture. Without proper preparation and planning you
may experience ‘culture shock’ that may have a negative influence on the outcome of
business dealings. It is understandable that as an active business person you can only invest a
limited amount of time into the exploration of cultural differences. Sometimes it is only a few
hours after landing in a new country that you find yourself in a meeting room talking
business.
businessculture.org
Content
Sweden

6.
|
6
General
Education
Education begins in day care centres and pre-schools, which the overwhelming majority of
Swedish children attend, it then continues with the nine-year compulsory school and the
voluntary upper secondary school, which again practically all Swedish youngsters attend.
After secondary school, students can apply to universities and university colleges where it is
possible to study both academic and more professional and vocational degrees.
Educational
standards
One of the foundations of Sweden’s welfare system is free access to education for everyone.
Most children in Sweden attend day care centres and pre-schools, where education begins.
After that, there follows nine-years of compulsory schooling which is in turn followed by the
voluntary upper secondary school which almost everyone attends.
An interesting factor from an international perspective is that college and university education
are also funded by the government and therefore are practically free for the students. In
addition to this, even people from poorer backgrounds are able to attend university as
studying is well supported by grants and study loans. However, from 2011 onwards, higher
education has only been free for citizens of EU/EEA and Switzerland.
Not only is the Swedish education system exemplary, but private businesses also often offer
systems that encourage and enable self-improvement and further education.
As Sweden is a highly developed country, there is an ever increasing need for advanced
knowledge, and that is why investing into research is seen as investing in the future of the
country. Sweden is known for its strong pedigree in R&D programmes, where the private and
public sectors often work together towards ambitious goals..
Other
Issues
Workforce mobility in Sweden is comparable to that of Finland. The other Nordic countries
Denmark and Norway however, have higher levels. Just as in Finland, the number of
temporary workers in Sweden is very high. The Swedish problem does not end here; Swedes
that are temporarily employed find it very challenging to move on to permanent employment.
Most people on temporary contracts are young people, foreigners and those working in the
service industries. From the employees’ perspective the good thing about Sweden is that
together with Norway it has the greatest level of employee protection of all the Nordic
countries.
Cultural
taboos
Although Sweden represents a generally open culture, there do exist some issues that are best
avoided, particularly at the beginning of a relationship.
•
Swedes avoid arguing, especially with visitors. If a discussion appears to be turning
into an argument, do not be offended if a Swede abruptly changes the subject.
businessculture.org
Content
Sweden

7.
|
7
•
•
•
•
Do not use a lot of superlatives when speaking. The Swedes are opposed to stretching
the truth. The marks of rank or status are disliked.
Do not get too personal. Topics like family, income and personal background should
be avoided.
Swedes are very proud of their society, so it is wise not to criticize their way of life,
welfare system, economy, government or culture.
Racist or sexist jokes are not tolerated.
businessculture.org
Content
Sweden

8.
|
8
Business
Communication
In the current era of intensive globalisation, the marketplace is growing at a fast pace. This
means expanding business borders and sometimes customising business practices. The
subsections that follow give an overview of Sweden’s business practice to give a
comprehensive picture of doing business in Sweden.
Regardless of the situation and place, communicating without creating barriers can only be an
advantage and bring benefits.
Face-­‐to-­‐face
communication
Introductions may be difficult as they depend upon the circumstances of a particular situation.
Generally, whenever possible, it is best to be introduced by a third party. When introducing
yourself, it is essential to shake hands in a firm manner. However, this is typical mostly for
the initial stage of a business encounter and may not be expected at subsequent meetings.
The Swedes are considered friendly and open in discussions but tend to speak only when they
have something important to say in other words, there is no necessity to speak if you do not
really have anything to contribute.
Swedes tend to call people by their first names regardless of their status. This informality does
not necessarily mean familiarity and Swedes often keep their work and personal lives
separate.
If you can speak a few words of Swedish, it is a nice gesture if you try to use them. Most
Swedes will be pleasantly surprised if you can say something in Swedish (f.ex. greetings ‘hej’
[hello] or ‘hej då’ [goodbye]). Recognize, however, that as soon as you are identified as an
English speaker, your Swedish colleagues will probably switch to English.
Swedes keep their body language and hand gestures to a minimum, rather than relying on
non-verbal forms of communication. They prefer to maintain some personal space in their
interactions so be sure to leave enough distance between you and the person you’re talking to.
Always wait to be introduced to strangers. Shake hands with everyone individually in any
group both when being introduced and when departing.
businessculture.org
Content
Sweden

9.
|
9
Language
Matters
The Swedes understand and speak English very well and children learn it from third grade to
secondary school. A second foreign language – such as German, French or Swedish – is very
often learned at schools, too.
Foreign movies or TV-programs are not dubbed into Swedish. They are shown with subtitles,
which improves foreign language skills.
In the following section you will see some useful phrases in Swedish, which may help you to
‘break the ice’ in informal conversations.
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Bye bye – Hej då
Cheers – Skål
Could you help me, please? – Kan du hjälpa mig?
Do you speak English? – Talar du engelska?
Goodbye – Adjö
Good evening – God kväll
Good morning – God morgon
Good night – God natt
Hello, hi – Hej
How are you? – Hur står det till?
How much? – Hur mycket?
How much does this cost? – Vad kostar det här?
I have to go now. – Jag måste gå nu.
Let’s go! – Nu går vi!
My name is… – Jag heter…
Nice to meet you. – Trevligt att träffas.
No – Nej
No thank you – Nej tack
See you – Vi ses
See you tomorrow – Vi ses i morgon
See you tonight – Vi ses i kväll
Where is… – Var ligger…
Yes – Ja
Sweden is known for being a culture where no one is put on a pedestal and this is
demonstrated in the way Swedes address each other. Regardless of age, social class and sex,
Swedes use ‘du’ (you) when speaking to a single person. There is also a polite form to address
someone, Ni (Equivalent for German ‘Sie’), but it is considered overly polite these days
although elderly people still sometimes use it. When taking to more than one person, ‘Ni’ is
still used.
Swedes are informal in form of address but otherwise they may seem a bit reserved and rigid
to start with. They have a tendency to keep their private lives separate from their working
lives, which has an effect on what are considered appropriate topics of discussion. Swedes
also keep expressions of emotion to the minimum in public, which further feeds the
impression of rigidity.
businessculture.org
Content
Sweden

10.
|
10
Business
Relationships
Swedish people are quite talkative, at least when compared to their eastern neighbors. The
Swedes on average know the English language well and so it should be no problem to get by
with English when doing business in the country. This is especially true when it comes to the
younger generations.
It is good to remember, that verbal agreements are binding in Sweden. Spoken words are
taken seriously and Swedes expect you to acknowledge this. Thus, you should not make any
invitations or engagements too lightly. When an agreement is reached and is sealed by a
handshake, it is a deal! Of course written contracts are always signed too. Their role is more
or less to underwrite the agreement – and of course to act as a legal document in case of
conflict.
When negotiating with the Swedes, be prepared for lots of discussion. Swedes are known for
their democratic culture in decision making and discussing issues in a thorough way and at
length.
Making
contact
A gentle approach must be used in communication. Displays of power, hierarchy or emotion
are not condoned. Swedes like planning and procedures, and appreciate this in their
counterparts’ communications.
The Swedish communication style is direct and open. It is useful to get directly to the point in
order to avoid wasting time. This can appear to be a bit rude but you shouldn’t take it
personally. Swedes are good listeners and they expect you to be one too. Instead of
interrupting someone, wait for your turn to voice your opinion.
Swedes like to establish relationships on an informal level. However, private and business
lives are very much segregated, so this informality does not amount to intimacy. When doing
business in Sweden, you can expect to address a person by his/her first name.
To maintain their personal space, Swedes tend to stay relatively far apart when conversing.
Personal space is private, so with the exception of the handshake, avoid touching. Handshakes
should be swift and firm. Avoid speaking with your hands in your pockets as this is
considered rude. Swedes do not use much body language in their communication. When
talking with a Swede, make sure to maintain eye contact.
Personal
Titles
Swedes do not consider titles or the level of education you have achieved something to brag
about. At the beginning of relationships, Swedes are quite formal in their conduct until the
partners become more familiar. Despite this, they tend to use first names right from the
beginning of the relationship.
businessculture.org
Content
Sweden

11.
|
11
Business
Etiquette
Attitudes and values form the basis of any culture. They reflect the ways people think and
behave. Knowledge of these can be of significant importance if you wish to communicate
with your counterparts effectively. Ignorance of these issues can put up a cultural barrier that
may inhibit the communication process, and have a negative effect on the success of your
activities in a country.
Corporate
Social
Responsibility
Sweden is one of the world’s leading countries in corporate social responsibility (CSR).
Issues such as climate change, gender, human rights and anti-corruption are all taken into
account when doing business. Since the 1970s Sweden has been active and fast in reacting to
the calls for CSR which nowadays is considered to be a crucial part of strategic planning in
Swedish business life.
Punctuality
In Sweden, as in Finland and Denmark, punctuality is very important both when doing
business and making social engagements. It follows that you should never be late. If you must
be late for any reason it is polite to phone and let someone know. Being late is seen as poor
etiquette.
Scheduling and planning are sometimes mentioned as part of the Swedish ‘way of life’. As a
general rule spontaneity and improvisation are not the strongest characteristics of Swedes.
Gift
giving
In business dealings, gifts are rarely given at the beginning of the relationship. Wait for your
Swedish partner to give you a gift first. Although exchanging gifts is not common at the
beginning of a business relationship, it is appropriate when you are closing your transaction.
At social events gifts are expected. For instance, when you are invited to a dinner, flowers,
liquor, wine, cake, or chocolates are appreciated by the hostess. Chrysanthemums, white
lilies, red roses or orchids should be avoided as they are associated with other occasions.
Family is very important to Swedes, so it is much appreciated if you bring small gifts for the
family, e.g. candy for the children.
Holiday cards are appropriate, particularly as a thank you for the recipient’s business during
the previous year, and these should be mailed in time to be received the week before
Christmas. It is customary to exchange small gifts at Christmas among colleagues and
business partners, too.
Business
Dress
Code
businessculture.org
Content
Sweden

12.
|
12
Sweden is one of the European countries where a casual dress code is the most popular in the
work place. However, for business appointments you should dress more conservatively.
Swedes themselves are usually fashionably well-dressed in public. Appropriate clothes would
be a dark suit and tie for men, and a business suit or skirt and blouse for women. Trousers are
also acceptable for businesswomen in Sweden. Swedes value quality and that is also true
when it comes to clothes.
The all-embracing value of egalitarianism in Swedish society can be seen in the business
dress code. Modesty and a low profile are important. Avoid wearing anything flashy, even the
most senior executives do not dress more elaborately than average employees.
Most restaurants do not require a tie for men, although upscale ones expect both men and
women to dress well. Highly-styled clothing is preferred by the Swedes in the evening when
going out and this is even the case in the smaller towns.
You should remember that there are four distinct seasons in Sweden. This should be taken
into account when planning what to wear. During the height of summer, the weather can be
hot and humid. The long winter requires appropriate winter clothes: heavy coats, warm
gloves, hats, and boots. As is the case throughout all the Nordic countries, the colder weather
allows women, and sometimes men, to wear heavy boots to work, and then to change into
more comfortable office shoes. Because it is cold in Sweden, be prepared to dress in layers.
Bribery
and
corruption
Sweden is one of the least corrupt countries in the world and there is very strong public
opinion against all modes of corruption. Since 1962, the Swedish criminal code has included
sanctions against any person receiving or giving any kind of bribe. This is good news for
investors who want to set up a business in Sweden.
businessculture.org
Content
Sweden

13.
|
13
Business
Meeting
Etiquette
Importance
of
Business
Meeting
Meetings are expected to commence at the agreed time, and will normally start and end with a
handshake. Being on time is important not only in business life but in social life as well.
Punctuality symbolizes respect and efficiency in Sweden. The notion of the schedule must be
well respected from the beginning to the end of the meeting. Swedes are keen to make plans
and schedules. It is not surprising to see deadlines set during meetings.
The notions of equality and consensus are also very common in business meetings. Make sure
that everyone participates in the decision and that no direct confrontations occur.
It is seen as a matter of course that meetings proceed according to a written agenda and that
they result in a written summary recording the most important decisions and agreements. It is
important to keep to the promises made at the meetings. Tasks agreed on should be
accomplished in time. This will maintain and increase your credibility and build trust, which
is an essential condition for any business relationship.
Business
Meeting
planning
You should make the arrangements for your business meetings in good time. Making the
appointment at least two weeks in advance is recommended. Changes at the last minute are
not appreciated. When a meeting is organized in Sweden it is common to receive a
confirmation in advance.
The best time to set up a meeting is certainly not at the beginning of the day. The ideal times
are 9:00 to 10:00 a.m. and 2:00 to 4:00 p.m. Changing the time and place at short notice
would be a mistake and not appreciated. Swedes treasure their leisure time, most of which is
spent with the family. Business partners should not therefore, routinely expect to meet with
their Swedish counterparts after 4 p.m. on weekdays. Refrain from scheduling meetings in the
months of June, July, or August, as well as in late February through to early March since
these are popular times for Swedes to go on holiday. During the Christmas holidays many
Swedish business people are also unavailable.
Send an agenda prior to any meeting. At the beginning of meetings small talk is brief and
courteous. You will notice when doing business in Sweden that the Swedes are reasonably
relaxed, informal and tolerant yet expect professional standards of behavior. Being good
humored is acceptable but as with the Finns, being humorous should be kept to a minimum.
Meetings are always expected to start and end at the agreed time.
Do not expect people to work over weekends, holidays, or vacations, since these times are
usually very precious to Swedes. It is however relatively common that a business person will
take work home. If your Swedish business partner has given you his/her phone number it is
acceptable to make a phone call after official business hours. You should remember however,
not to disturb your Swedish business partners outside of office hours on business related
matters that are not urgent, wait until the next business day.
businessculture.org
Content
Sweden

14.
|
14
Negotiation
process
Be well-prepared when entering negotiations with Swedes; as they are known for analyzing
information, backgrounds and proposals carefully. It is recommended that you provide your
Swedish business partner with lots of information in writing to go through and study. Make
sure your presentation is factual and well -organized. Swedes are known for their ability to
secure good deals without making enemies. They cherish dialogue and the idea of democracy
and it is normal to discuss subjects in detail in order to reach an agreement. Due to the
consensus-forming aspect of Swedish culture, many meetings are sometimes necessary to
reach agreement on even minor points. Swedes often hide their true feelings, and the lack of a
clear leader in meetings can result in confusion. They will often state their ‘fair’ price up
front, and be unwilling to negotiate further. They are often extremely informal in address, but
display very little emotion in business dealings. When you are negotiating with a Swedish
partner, make sure that you do not come across as being too emotional since showing too
much emotion during a negotiation can be a mistake and create a bad impression. The use of
humor is not usual behavior during the negotiations – this is serious business. It is also
important to take into consideration payment terms. In business to business, Swedes are used
to being paid within 30 days and all prices are in SEK.
A partner from a different culture may find it difficult to negotiate with the Swedes, the main
obstacle being trying to change their position towards making major concessions. They are
methodical and detailed people, slow to change their positions and they will push hard for
concessions themselves. To do business with Swedes it is important to be honest and all
agreements must be written and signed since Swedes consider a written contract as a
memorandum of understanding as well as being proof of a deal.
Meeting
protocol
Handshakes (with men and women) are the accepted form of greeting. Greet all participants
with firm handshakes and direct eye contact both on arrival and departure. Unlike in the
United States, men do not stand when a woman enters or leaves a room. Business cards are
usually exchanged when meeting for the first time but there is no special etiquette as to how
this should be done. A Swedish handshake is brief and firm, and involves no supporting
gestures such as touching the shoulder or upper arm. Between men and women the handshake
is a lot lighter. If wearing gloves, remove them before shaking hands. When greeting a
married couple, the wife should be greeted first, except on a formal occasion where the hosts
should first be greeted by the spouse to whom the invitation was addressed. Children are
greeted by shaking hands, too. Swedish people are quite reserved and thus any expression of
feelings should be kept to a minimum so as not to cause any embarrassment but a smile is
always welcome.
How
to
Run
a
Business
Meeting
The agenda for your meeting should be circulated in advance and you can expect it to be
adhered to. The Swedes are punctual. They do not believe in hierarchy and will not respect it
in their business dealings (indeed, this is the only area in which they refuse to compromise).
They are easy-going, flexible and patient in negotiations, and are good listeners. They are
known for their ability to secure good deals without making enemies. When running a
businessculture.org
Content
Sweden

15.
|
15
meeting, it is important to remember that the Swedes tend to be matter of fact and
businesslike in all aspects. Business meetings might start off with some small-talk but not
necessarily. Being relaxed and good humored is viewed positively, but steer clear of cracking
jokes. Modesty and sticking to the facts are qualities that are appreciated.
Swedes do not appreciate wasting time. The chair of the meeting should take care that it keeps
to time without hurrying and sticks to the agenda. Everyone should have an opportunity to
express their opinion. The Swedish boss is there to coordinate the decision making process,
share information and give direction, and decisions must be made by group consensus. This
takes time, and often several meetings are needed in order to reach an agreement. A secretary
is usually appointed for the meeting to take the minutes which will then be circulated after the
meeting and any actions arising from the meeting will be followed up by an appointed person.
Virtually all Swedish business people have a good knowledge of English and interpreters are
rarely required. The availability and need for any audiovisual equipment for your meeting
should be checked in advance.
Follow
up
letter
after
meeting
with
client
The minutes of the meeting will be circulated afterwards and all important tasks and deadline
dates should be stated there. Often, individuals who have been delegated tasks and actions
will also be stated in the minutes. The participants are expected to work independently and to
then report their accomplishments back to whoever is in charge.
It is important, in order to maintain credibility, that items are followed up and completed in
the timescales agreed. If items are not followed, it may affect the attendance at future
meetings. In cases where for some reason it is not possible to keep to what was agreed on, all
parties involved should be informed about the delays. An agreement in Sweden is considered
to be active when articulated for the first time although it might have not yet been confirmed
in writing. Remember that open confrontation, conflict and disagreements should be avoided
whenever possible.
Business
meals
Lunch is the most common mealtime during which to conduct business negotiations in
Sweden. Longer and socially more intimate dinners offer a good opportunity to get to know
your business partners and to develop relationships that in the long run are always an
important underpinning for your subsequent business encounters.
Breakfast meetings are uncommon in Sweden as Swedes usually have breakfast at home with
their families. Lunchtime is between 11.30 am and 1.30 pm and the Swedes do not like
spending more than one hour for lunch. It is recommended to go to formal restaurants with
your partner and you should make a table reservation in advance. A less formal restaurant
lunch usually includes a main course, salad, bread and coffee at a very reasonable price.
Another option for lunch is an open-faced sandwich containing a rich assortment of
ingredients such as meats, cheeses, and vegetables. Alcohol is seldom consumed during
lunch. Generally speaking, business meals are not the place to reach and sign an agreement.
Spouses can also be invited along to meals although not at lunch time. Smoking is prohibited
in Swedish restaurants.
businessculture.org
Content
Sweden

16.
|
16
Swedes are very hospitable and sometimes might invite you to visit their homes even during
the week, although this would normally happen at the weekend. Usually invitations will be
sent out weeks in advance as the event has to be planned. Be sure to arrive promptly and go
with a gift. Fine chocolates, a bottle of wine, or flowers for the hostess all make good gifts. If
invited to dinner it is important to be on time regardless of whether you are invited to a
restaurant or to your business partner’s home. Dinner is usually served from 6 p.m. to 7:30
pm in Swedish homes. At weekends, dinner parties often start at 8 o’clock. The traditional
Swedish dinner has four courses: fish, meat, salad, and dessert. Drinks served with dinner are
usually regional beers or wine.
Swedish cuisine is similar to that of Denmark and Norway in being traditionally simple and
satisfying, and nowadays also healthy. The Swedish countryside is rich in natural resources;
ingredients from nature – berries, fish, mushrooms and game – are widely used. The interest
in healthy eating has boosted the consumption of vegetarian food among Swedes and
therefore it is not difficult to follow a vegetarian or vegan diet in Sweden. In the last few
decades, immigrants from all over the world have enriched Swedish food culture with a host
of exciting dishes. Sweden is one of the highest consumers of coffee in the world and milk
consumption is also very high.
Tipping is rarely expected in Sweden, but it is not completely unusual. A service charge is
included on most hotel and restaurant bills, but a small gratuity (between 5 and 10 percent) is
appropriate for evening meals at restaurants. If you buy a drink at the bar and pay directly, it’s
generally appreciated if you leave any small coins from the change on the bar.
Business
Meeting
tips
Before doing business in a foreign country it is advisable to know some facts of the country
and its culture. For example, it is useful to have an idea of Sweden’s economy, its high
standard of living, the sports performances, the architecture and the history of the country. It
is important to remember that Swedes are very proud of their country and so you should not
criticize or question the Swedish life style. Avoid superficiality in conversation as Swedes
consider lightly given compliments as being insincere.
In Sweden, businesswomen are equal to men and as a result they have more opportunities and
latitude than in some other countries, e.g. they can pay the bill at a restaurant or invite a male
business partner to dinner without any problems or awkwardness.
Most Swedish business people have good English skills and so interpreters are rarely needed.
Important to know for North Americans is that in Sweden the dates are written in the
following way: the day first, then the month, then the year [e.g. October 21, 2012, is written
21.10.12.].
businessculture.org
Content
Sweden

17.
|
17
Internship
and
placement
Work
experience
Sweden is known for being a tolerant and multicultural society and therefore it is no surprise
that it has a tradition of welcoming people from all over the world to study in the country –
currently this number is around 30,000. In order to qualify for an internship you will need to
be at least 19 years old and to be able to communicate fluently in English. The length of
placements can range from six months to two years depending on what you are studying and
the organization you are working for.
Training placements in Sweden can be organised via:
•
•
•
•
•
EU programmes – Comenius (future school teachers) and Erasmus (higher education)
Nordplus-programmes (Participants from the participating Nordic and Baltic countries
– Denmark, Estonia, Finland, Iceland, Latvia, Lithuania, Norway and Sweden – are
eligible for financial support from Nordplus. Participants from other countries may
take part in programme activities, but are not eligible for financial support from the
programme)
IAESTE (The International Association for the Exchange of Students for Technical
Experience)
AIESEC
Student organisations
The Erasmus programme is probably the most common one. All degree students enrolled at a
European university are able to join the Erasmus traineeship mobility programme. The
organizations that host student placements can be companies, training and research centres or
other types of organization. An Erasmus traineeship will always be included as part of the
trainee’s degree studies. Finding a suitable placement is the student’s responsibility, so they
need to be pro-active. When the student has found a placement, he/she is able to apply for an
Erasmus placement grant from his/her home university that covers some of the living costs.
(European Commission 2012)
In addition to placement programmes, many student organizations also run training
placements in their particular fields of study. That is why probably the best way for students
to find a placement is to make contact with a student organization in their own field.
Especially in the case of vocational education, international placements are organised via
schools.
Internship
and
Placement
advice
There are many practical issues related to international placements that need to be taken care
of either by the trainee or the host company. It is important to allow enough time for all the
arrangements and the necessary formalities. The training organizations, educational institutes
and home and host organizations will be able to help with the formalities.
businessculture.org
Content
Sweden

18.
|
18
Social
security
and
European
health
insurance
The Swedish health care and social welfare systems are heavily subsidized (mostly taxfinanced). As a visitor it is your responsibility to take care of insurance which will offer you
some benefits. Without insurance, medical treatment in Sweden is very expensive.
Before arriving in Sweden, you need to ensure that you have adequate health insurance
coverage. If you are a citizen of any of the Nordic, EU/EEA countries or Switzerland, you
will have access to essential health care if you register beforehand at a social insurance office
in your home country and obtain a European Health Insurance card. Alternatively, you can
arrange your own insurance cover beforehand in your home country.
As a visiting non-EU/EEA student, if your program is longer than one year, you are entitled to
the same health benefits as Swedes if you register at your tax office. However, the medical
insurance doesn’t cover your journey to Sweden. If you are a non-EU/EEA student and are
staying less than a year, you do not have automatic access to health care. In this case you
might still have an opportunity for governmental Kammarkollegiet insurance. Sweden also
has reciprocal agreements for medical benefits with a number of countries. Students from
countries with this type of agreement need only present their passport and a certificate from
their national social insurance office when seeking medical help. To find out whether these
are available to you, contact the host organization or the social insurance office in your home
country. Students who are not covered by any of these agreements must arrange their own
insurance cover.
If you are taken ill or injured, go to your district health centre (vårdcentralen) first.
Vårdcentralen will charge you about SEK 150-200 for a consultation. If the centre is closed,
go to the nearest hospital. If it´s a serious emergency and you need an ambulance, dial 112.
Safety
Do not be afraid to contact the police and other authorities in Sweden, since Sweden is one of
the least corrupt countries in the world.
Do
I
need
a
visa?
Whether you need a visa depends on your country of citizenship. Citizens of all European
Union member states, Iceland, Liechtenstein, Norway and Switzerland do not need a visa in
EU countries.
Where a student would need to apply for a visa, finding an internship and signing a contract
with the host company must be completed before starting the visa process. To confirm visa
requirements it is advisable to contact the Swedish consulate or embassy in your home
country.
If your internship in Sweden will last longer than three months, you will also need a residence
permit before arriving in Sweden. To get a decision in time, it is important that you apply for
a residence permit immediately once your internship has been confirmed. Applications should
be made at a Swedish consulate or embassy and successful applicants will be given a
businessculture.org
Content
Sweden

19.
|
19
residence permit card. Since this card is proof of your residence permit, you should show it,
along with a valid passport when you enter Sweden.
Internship
and
placement
salary
Internships may be paid or unpaid. Quite often students receive a salary cover their living
costs from traineeships that are part of their higher education degree. If the training takes
place via a placement programme, students are usually entitled to a living allowance or wage
that covers food, accommodation and travel to and from work, and also includes a small
amount to help the student learn about the new culture.
Internship
and
placement
accommodation
Often, the associations that organize training placements will be able to help students to find
accommodation. Sometimes it is the responsibility of the host organization to arrange
accommodation for the trainee. The trainee can also search for rented flats on the open
market, but this can be difficult especially prior to arriving in Sweden. However, student
housing is likely to be a more affordable option than renting a flat on the open market.
It is advisable to enquire about housing options from the host organization or from the local
student housing foundation. Depending on availability, you can choose to live by yourself or
in a shared student flat where you will have your own room but share a bathroom. The
monthly rent naturally varies depending on the location, size and type of the flat. The average
monthly rent in student accommodation ranges from approximately SEK 2,000 to 4,500 for a
room.
businessculture.org
Content
Sweden

20.
|
20
Cost
of
Living
The cost of living varies considerably depending on where you live. For example,
accommodation and other living costs may be higher in Stockholm and other large cities than
in more rural areas. The average monthly living expenses for a student in Sweden are
approximately SEK 7,070 (about 750 €).
Money
and
Banking
The currency of Sweden is the Swedish Krona (SEK). Most international credit cards, Visa,
MasterCard, Eurocard and American Express are also accepted throughout Sweden. To
facilitate everyday life, it might be advisable to open a bank account. To do this, you will
need to visit the bank branch in person and have your passport with you for identification.
You may also need to show your Student Union membership and a letter stating that you are a
visiting student.
Traveling
costs
Usually, students need to pay for and organize their own travel to the destination country. If
you are keen to explore Sweden getting around by cars, bikes, coaches, trains, ferries, and
airlines is easy. Motorways and roads are well maintained and relatively free of traffic in
comparison to many countries. The outdoors and nature is worth exploring and there’s a lot to
see and experience for those who appreciate an unspoiled environment and sporting activities
such as canoeing, kayaking, hiking, horse riding and skiing. In big cities like Stockholm,
Malmö and Gothenburg, culture and the arts are flourishing and there are numerous events
and museums offering cultural experiences.
businessculture.org
Content
Sweden

21.
|
21
Work-­‐life
Balance
Sweden like Denmark and the Netherlands, has adopted a policy to improve work-life balance
for its citizens. For example, flexible working time arrangements have been considered and
sabbatical leave has been tested. The Swedish government has taken the initiative to reduce
the work-life conflict experienced mostly by women, by promoting men’s participation in
housework and the upbringing of children. Parental leave is structured so that it encourages
men to stay at home more with their newborn babies, thus encouraging both parents to take
care of their children. Moreover, the Swedish welfare system includes an extensive child-care
system that guarantees a place in a public day-care facility for all children between the age of
2 and 6 years.
Regardless of these measures, there are still problems. There is strong gender segregation in
public service employment (health, education, and childcare); women rather than men reduce
their working hours after childbirth, and the long periods of leave taken (or reduced working
hours) do not help female career progression. As a result, pay differences remain significant,
and are not narrowing.
National
holidays
F If you plan to do business in Sweden during the summer, it is important to remember that
most of the Swedes take their vacations between June and August. The minimum vacation per
year is five weeks. Swedes are also not available during the Christmas holidays at the end of
the year or at Easter.
The official holidays can be divided into Christian and non-Christian. The main Christian
holidays are Christmas, Epiphany, Easter, Ascension Day, Pentecost and All Saints. The nonChristian holidays are New Year’s Day, May Day (Valborg), National Day and Midsummer.
Uniquely celebrated in Sweden is the holiday of Saint Lucia which is celebrated on December
13.
Working
hours
Normal working hours in Sweden are 40 hours a week with an upper limit of 48 hours.
Obviously, there is no limit for managers who sometimes have to work at home. Due to the
development of telecommunications, more and more Swedes are used to working from home.
Always keep in mind, though, that after 5 pm most Swedish employees go home to take care
of their families. Working overtime is neither valued nor seen as necessary in fact it can be
seen as an indication of poor planning and time management.
Workdays are usually from 8:30 or 9:00 a.m. to 5:00 p.m., Monday to Friday. Lunch breaks
usually last approximately one hour and the most common time to have the break is between
11:30 a.m. and 1:30 p.m.
Health
insurance
businessculture.org
Content
Sweden

22.
|
22
During the 20th century, at the price of the world’s highest tax burden, Sweden built up what
is often called the world’s most generous general social welfare system, with such elements as
virtually free (tax-financed) schools, child care, health care, pensions, elderly care, social
services and various economic security systems. This welfare State, known in Sweden as the
“home of the people,” was a unique experiment in social engineering that has attracted great
attention among political scientists and politicians worldwide. Many of its features have been
emulated in other countries.
In recent decades, as the country’s previous steady, high economic growth came to an end, the
Swedish Welfare State has been under heavy pressure. Today, the country’s economic
security systems are financially burdened and are struggling with serious structural problems.
Without a doubt, Sweden has become “harder around the edges.” Yet the main features of the
Swedish welfare system, with its publicly guaranteed and financed safety net for everyone in
the country, so far remain intact.
The hospitals are managed by Central county, District county and Regional hospitals. If you
need to see a doctor or dentist it is important to check that he/she has public insurance. All
European citizens can access for free public hospitals in Sweden. In order to benefit from free
assistance, the European Health Insurance Card (EHIC) is compulsory. When you are
travelling, make sure to keep all your receipts, prescriptions and bills in order that these
outgoings can be refunded.
In case of a medical emergency, use the emergency telephone number “112” to contact the
appropriate emergency service. In the case of non-emergencies, you can visit a local medical
centre or clinic, called an “Akutmottagning” or “Vardcentral.” Patients should be prepared to
present their passports.
businessculture.org
Content
Sweden

23.
|
23
Social
Media
Guide
Social
Media
Guide
for
Sweden
In the year 2012, 92 percent of Swedes had internet access and a staggering 87 percent of
Swedes had broadband connections. When it comes to using social media, Swedes are at the
forefront with 58 percent having posted something on a social media network in the last three
months. Close to 5 million Swedes have Facebook accounts, meaning that Facebook
penetration in Sweden is almost 55 percent. As is the case in other Nordic countries, Twitter
is lagging behind in terms of users and is yet to reach its peak. In January 2012 according one
estimate, the number of Swedish Twitter users was only 0.3 million. Since LinkedIn has been
around longer it has also been more widely used by Swedes. In 2011, LinkedIn had 0.7
million Swedish accounts.
The Swedish government made the news headlines recently by handing over its Twitter
account to a different Swedish citizen every week as individuals were tweeting offensive
comments under the shared official Swedish account.
Search
and
Social
Media
Marketing
for
International
Business
Learn how to use social media for business from one of Salford Business School’s latest
business management courses. The course was jointly researched by the Passport to Trade 2.0
project team and prepared in collaboration with some of the leading digital marketing
agencies in the UK.
This Massive Open Online Course (MOOC) can help businesses and individuals to make the
best use of search and social media platforms. The course is called Search and Social Media
Marketing for International Business and is applicable to students looking for placements
abroad as well as businesses thinking about new trade links; it comprises the following
twelve topics:
How to develop a personal brand online (1/12)
•
•
Whether you are a student beginning a job search
or a business person planning a new business
venture, personal branding can make a difference.
Learn about personal branding and why it is
important for you.
http://www.youtube.com/watch?
v=l9LYw0mgtn4&feature=player
_embedded
businessculture.org
Content
Sweden

24.
|
24
How to use Twitter (2/12)
•
•
Learn the basics of using Twitter to develop an
individual or business profile.
Remember to use hash tag #SSMMUoS to share
your learning journey on this course so far!
http://www.youtube.com/watch?
v=9CVY3pp91Dc&feature=playe
r_embedded
How to use Search Engine Optimisation (SEO) (3/12)
•
•
Learn the principles of SEO to ensure that your
website and any social media profiles are found by
individuals searching for your name, products and
services.
These basic principles of SEO include keyword
research, on-page optimisation and off-page
optimisation.
http://www.youtube.com/watch?
v=zw27cRcwtM0&feature=player
_embedded
How to use social media for international business development (4/12)
•
•
Social media networks break down the traditional
country barriers, but do you know which networks
are relevant for the country you are interested in
trading with?
Find out in this video how to identify the relevant
networks and what social media strategies you might
be able to use on these networks.
http://www.youtube.com/watch?
v=Bx-B56AHS4c&feature=
player_embedded
businessculture.org
Content
Sweden

25.
|
25
How to use Facebook (5/12)
•
•
Facebook is currently the largest social media
network in the world and it can benefit you as a
business as well as an individual.
Learn how to develop a Facebook business page and
see how other businesses use it and what strategies
work for them.
http://www.youtube.com/watch?
v=UmRGn-vdcO8&feature=
player_embedded
How to use YouTube (6/12)
•
•
YouTube was identified as the second largest
social network amongst younger internet users as
part of the Passport to Trade 2.0 project.
Learn how to optimise your video content in order
to reach wider audiences for your profile.
http://www.youtube.com/watch?
feature=player_embedded&v=G2
0OVpmTBss
How to use LinkedIn (7/12)
•
•
LinkedIn is one of the three main professional
social networks – the others being Xing and
Viadeo which are also popular in several
European countries.
Learn how to make the most of LinkedIn for your
profile.
http://www.youtube.com/watch?
v=N6e_EAUQqic&feature=playe
r_embedded
businessculture.org
Content
Sweden

26.
|
26
How to use Google+ (8/12)
•
•
•
Google+ is the second largest social network as of
January 2013.
It is one of the fastest growing social networks and
one that has the biggest impact when it comes to
search engine results integration for anyone who
uses Google as their main search engine.
Learn how to make the most of Google+ for you
and your digital profiles.
http://www.youtube.com/watch?
feature=player_embedded&v=8ti
3SPHkEWw
How to use copywriting online (9/12)
•
•
Copywriting is a process of translating technical
specifications and product descriptions into
engaging and understandable customer focused
text.
Learn about the basic techniques in structuring
your online content here.
http://www.youtube.com/watch?
v=5f1hx_f2ONI&feature=player_
embedded
How to stay legal on social media (10/12)
•
•
Everything and anything you do and say online
can be potentially viewed by anyone who has
internet access.
Always respect the law and familiarise yourself
with new options offered to you through a creative
commons licence which is popular online.
http://www.youtube.com/watch?
v=eQxDpiHsdk&feature=player_embedde
d
businessculture.org
Content
Sweden

27.
|
27
How to use monitoring and reporting (11/12)
•
•
Whether you are an individual or a business
spending time on social media – there has to be a
return on your engagement online.
How do you justify your engagement on social
media to your boss? Listen to the industry experts
in this area and see what you might be able to
measure in respect of your on-line engagements.
http://www.youtube.com/watch?
v=LbEq7jsG0jg&feature=player_
embedded
How to blog (12/12)
•
•
http://www.youtube.com/watch?
v=OqVjR7oI8Rs&feature=player
_embedded
businessculture.org
•
Blogging is a process of writing text and sharing
content with others. It can help your customers or
friends to keep in-touch regardless of social media
platforms.
Think about the voice you might want to adopt
and who your audience might be. Share your
thoughts with us by writing a blog post about this
MOOC.
Tweet us the link to your post on the
#SSMMUoS Twitter hash tag.
Content
Sweden

28.
|
28
Passport
to
Trade
2.0
Project
Partnership
Five Universities:
Lead partner: Salford Business School,
University of Salford, United Kingdom
Elena Vasilieva
Aleksej Heinze
Alex Fenton
URENIO research unit at Aristole University
of Thessaloniki, Greece
Christina Kakderi
Nitsa Papadopouloui
TSE Entre Research Centre
Turku School of Economics, University of Turku, Finland
Satu Aaltonen
Elisa Akola
Institute for Information System Research
University of Koblenz-Landau, Germany
Verena Hausmann
Susan P. Williams
Petra Schubert
Valahia University of Targoviste, Romania
Adriana Grigorescu
Leonardo Badea
Three Small & Medium Sized Enterprises (SMEs)
Spin, Italy
Carmine Antonio Donato
Dorella De Tommaso
Technology Development & Innovation – TDI LTD
Bulgaria
Milanka Slavova
Ivan Stoychev
TIS Praha, Czech Republic
Anna Klosova
Richard Adekeye
businessculture.org
Content
Sweden