Modern-Day Vikings: A Pracical Guide to Interacting with the Swedes



"This is the bible for anyone being transferred to Sweden!" - Magnus Moliteus, Executive Director, Invest in Sweden Agency
Modern-Day Vikings
provides a window into what one world traveler called the most American of European countries: Sweden. Yet, surface similarities between the two nations conceal essential differences. Christina Robinowitz and Lisa Werner Carr provide insights and strategies for successful interactions with Swedes, whether business or social.

True to its title, Modern-Day Vikings traces some of Sweden's most ingrained cultural traits back to its Viking heritage: self-sufficiency, fairness, egalitarianism and democracy. The authors also examine Sweden's famous "cradle-to-grave" social model and explore the values underlying modern Swedish culture, such as lagom (moderation), the law of Jante (personal modesty), communication styles and business practices.

Product Details

Nicholas Brealey Publishing
Publish Date
November 01, 2001
5.62 X 0.66 X 8.56 inches | 0.63 pounds
BISAC Categories:

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About the Author

Christina Johansson Robinowitz is a cross-cultural coach, trainer and consultant. A native of Sweden and long time resident of the US she works with multinational companies and international organizations, specializing in Swedish/US Intercultural relations.
Lisa Werner Carr an American of Swedish descent, is aprofessional journalist and has lived and worked in Sweden. Now based in Dallas she is a Web content developer and contributing editor to Sweden & America Magazine.


This is the bible for anyone being transferred to Sweden!--Magnus Moliteus, Executive Director, Invest in Sweden Agency
This practical book is a must-have for all businessmen and women involved in Swedish-American trade relations. The authors present the topic in a straightforward manner, giving everybody interested in intercultural matters an amusing and rewarding experience.--Bo Hedfors, Executive Vice President, Motorola
Sweden is arguably the most American country in Europe. Even so, the cultural differences between us are more profound and more subtle than what is apparent to the casual visitor. Robinowitz and Werner Carr have produced an excellent - and highly entertaining - guide for those who wish to understand [Swedes] and who are anxious not to put their foot in it.--Olle Wastberg, Consul General of Sweden in New York
[Modern-Day Vikings] is wonderful - balanced, well researched [and] beautifully written ... [It's] an invaluable resource for Swedes and Americans who need to interact for ... social, educational or genealogical purposes; [for] traveling or business-oriented pursuits.--Carrin Patman, Chairman of the Steering Committee for an Endowment in Swedish Studies, University of Texas
At a time when Swedish IT entrepreneurs are conquering the world, Modern-Day Vikings provides an excellent guide to Swedish business behavior, set against a historical background. Useful hints are given for how to avoid disastrous misunderstandings. Also, for Swedes, the book gives interesting historical explanations [as] to why we behave as we do.--Cecilia Julin, Minister for Economic Affairs, Swedish Embassy, Washington, DC
The authors really hit the nail on the head! I will certainly buy this book for my American husband, my children and my close American friends. After reading [Modern-Day Vikings] they will know exactly where this Swede is coming from. The book is a refresher course in Swedish history and filled with many good laughs.--Kerstin Nordqvist Lane, Consul for Sweden, Chicago, Executive Director, Swedish American Museum, Chicago
Swedes can sometimes be an enigma even to themselves. Authors Werner Carr and Robinowitz, with their very different backgrounds, offer a key to common and not-so-common differences between those things Swedish and the world. Modern-Day Vikings could become mandatory for those with an interest in, or plans to work with or in Sweden, but is also quite amusing and an eye opener for us born Swedes.--Ulf Martensson, editor and publisher, Swedish News, Sweden & America Magazine and Nordstjernan
From ... the opening paragraphs to the comprehensive bibliography, Modern-Day Vikings is well researched and well written. As a Swedish manager, I say: This book accurately describes the Swedes and provides very useful information regarding how to interact with them. Were I an American manager I'd say: This book is a must for anyone doing business with Swedes and going about it seriously!--Goran Froling, Vice President and General Manager, Ericcson Canada