Modern-Day Vikings: A Practical 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.

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 a

professional 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.