Contents Acknowledgments Introduction 1 From the Vikings to the Welfare State: A Millennium in Sweden 2 The Rise of the Swedish Model 3 The Four S's: Sex, Suicide, Socialism, and Spirits 4 National Pride: A Matter of Romance 5 The Individual and the Group: Self-Sufficiency and Solidarity 6 The Lagom Phenomenon 7 Jantelagen: Who Do You Think You Are? 8 Equality Above All 9 The Seasons and Their Power: Summer, Winter, and Holiday Swedes 10 Communication: The Sound of Silence 11 Manners: Swedish Customs Simplified 12 Doing Business in Sweden: Competition versus Consensus Conclusion Bibliography Index About the Authors

Christina Johansson Robinowitz is a cross-cultural coach, trainer and consultant. A native of Sweden and long-time resident of the United States, she works with multinational companies and international organizations, specializing in Swedish-U.S. 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 the magazine Sweden & America. www.culturalcoach.com; www.facebook.com/search/?post_form_id=d4edc2d48bfd67a3ec5d313b0a9e9257&q=Basma+Ibrahim+DeVries+&init=quick&ref=search_loaded#!/profile.php?id=1303953790&ref=search&sid=eNoiuYbnl5vRyFY6oZxBSw.1628903679..1

"It was a good read - and well worth the time, even for those of us already well ensconced in these northern climes-much of what they suggest is right on and directly illuminating. Indeed the chapters on the Jantelagen and the Lagom phenomenon are excellent for understanding much of what seems to stop native Swedes from tooting their own trumpets. Visitors [to Sweden] should beware, for much like the Vikings of old, the modern-day version leaves a stronger impression than might at first be perceived. Visiting the book before visiting the place is worth the time taken." -Sven Bovei FackîversÑttaren "Reading this book was a genuine pleasure and I found myself grinning in acknowledgement in some places and getting a healthy dose of the 'aha' effect in others. This book is like a window in the sun, either you can cup your hand over your eyes to see right into the heart of the Swedish culture or you can stand back to see your own reflection." -Corinne Wilhelm, http://www.dialogin.com "Modern-Day Vikings is quite informative. As an American who has chosen to live in Sweden it is an excellent addition to my library. The organization, style, amount of information and philosophical approach are what makes your and Ms. Carr's book particularly valuable. I'm not aware of any work now being sold that is of similar value and quality. I recommend that any American businessperson planning on doing business in Sweden read this book." -Jonathan Stubbs, consultant "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! " -Gõran Frõling, Vice President and General Manager, Ericsson Canada "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. Christina Robinowitz and Lisa Werner Carr have produced an excellent-and highly entertaining-guide for those who wish to understand and who, at the same time, are anxious not to put their foot in it." -Olle Wîstberg, Consul General of Sweden in New York, former editor-in-chief of Expressen newspaper "At a time when Swedish IT entrepreneurs are conquering the world, Modern-Day Vikings provides an excellent guide to Swedish business behavior, set against an historical background. Useful hints are given on how to avoid disastrous misunderstandings. Also, for Swedes, the book gives interesting historical explanations to why we behave as we do." -Cecilia Julin, Minister for Economic Affairs, Swedish Embassy, Washington, DC "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 & publisher, Swedish News, Inc, and Sweden and America MagazineNordstjernan