Social consensus, confidence in political leaders, surplus trade balances, high purchasing power, openness behind a certain austerity, frankness, perfect command of English among young and old alike: these are all signs of Scandinavian well-being in a Europe where the economy is in the doldrums. Given these facts, can we still claim that small states cannot survive in a global economy? On the contrary, one would be tempted to declare that Swedish, Norwegian or Danish capitalism is a true model of its kind, characterised by an adaptation to globalisation, a highly developed social system and a spirit based on egalitarian values.
In fact, since 2013, all the Nordic countries, with the exception of Iceland, have taken up the triple A challenge... But they are still shunning the euro. In the Club of Five, only Finland has adopted the common currency, while Iceland has halted negotiations to join the European Union and Norway has twice rejected it in referendums.
Combining assets and know-how is the great strength of these small countries. For a long time, each of them has been able to distinguish itself while working for the common good: Finland by concentrating on research, Sweden on industry and services, Denmark on logistics and transport, Norway on raw materials. However, current trends indicate that the growth sectors are tending to converge from one country to another, even if Norway remains the only country to be riding a huge oil wave.
Concern for better living
From Oslo to Stockholm, via Copenhagen, the fields of research and cutting-edge technologies, ecology and green techs, gastronomy, better living and better ageing are definitely the order of the day. "Based on the needs of an ageing population, ageing well, or what is commonly known as the 'silver economy', is something that is being taken more and more seriously in Scandinavia," explains Kirsten Fägerten, a social scientist at Stockholm University. Companies are not put off by this area because the Scandinavian way of thinking is based on notions of solidarity, social integration, individual responsibility and the welfare state.
However, beyond these preoccupations with local life, Sweden, Norway and Denmark have managed to adapt to an increasingly competitive global economy. Because the Scandinavian spirit is all about feeling at home while remaining open to the world, all mixed up with values such as transparency, openness and honesty. "Here, a firm handshake is always accompanied by a look into the other person's eyes," says Kirsten Fägerten. In her book Heureux comme un Danois (see p.86), Malene Rydahl describes how fruit and vegetables are sold on Danish roadsides... without salespeople. Customers deposit the amount they have bought in a special box. And they give themselves change!
Stockholm, Copenhagen, Oslo Three capitals for three countries linked by history, culture and economic style. Far from the hustle and bustle of the megacities, these human-sized cities are seductive for their art of living. After the avant-garde design of Arne Jacobsen or the more democratic Ikea, the region is spreading its soft power with thrillers and successful TV series, including Borgen and Bron (The Bridge). Not to mention some of the most inventive gastronomy in the world, with local and organic ingredients that are very much in tune with the times.
No doubt the predominance of Lutheran morality, the same morality that has always contributed to the exorbitant prices of alcohol throughout Scandinavia, plays in favour of an efficient economy with almost no grey areas. "In a business meeting, rather than going into the subject slowly and convolutedly, we prefer to get straight to the point, which doesn't mean we can't be open and cordial and have a glass of aquavit on the way out", adds the academic. However, despite their acute sense of hygge, a Danish concept that expresses a form of well-being based on the juxtaposition of warmth and aesthetics, Scandinavians are careful to maintain their distance at work, particularly physically. "We're much less tactile than the Latins," laughs Kirsten Fägerten.
All equal
When it comes to gender equality, the Scandinavian world also deserves a medal. And an historic one at that, since women's right to vote dates back more than a century in our northern neighbours: 1906 in Finland, 1913 in Norway, 1915 in Denmark and 1919 in Iceland. It almost makes you blush. Especially since the Scandinavian countries continue to be pioneers in feminism and family policy. Denmark has had a Ministry of Gender Equality since 1999. Sweden, for its part, offers 480 days' leave to parents when a child is born or adopted, and 25% of this leave was taken by men in 2012. Admittedly, we're still a long way from total parity, but the figure clearly shows men's commitment to the family.
Another record is that of women in politics. After the 2010 elections, 45% of the seats in the Swedish parliament were held by women, the highest percentage in the world! There are also laws, notably in Norway, requiring a quota of women to be recruited. As a result, there are more women in companies, but more importantly, they occupy leading positions. In fact, there are more women decision-makers in Scandinavia than in the rest of Europe.
In Oslo, a footbridge connects the working-class district of Gronland with the booming Bjorvika district. A new Munch museum is due to open here in 2018, following the inauguration of the futuristic national opera house, the architectural symbol of the Norwegian capital.
This sense of egalitarianism also applies to salaries. In Norway, as in Denmark and Sweden, the gap between men's and women's incomes is limited, as is the gap between the lowest and highest rungs of the organisation chart. As a result, a senior manager will not mind being paid proportionately less than his or her counterpart in another European country. Similarly, there is little hierarchical distance within companies, even at senior levels. A Scandinavian boss must be accessible and available to his employees.
Seriousness, not arrogance
This is undoubtedly how the small countries of the North have managed to strike a balance between capitalism and social well-being. Sweden, in particular, has been trying to lower its tax rates for several years now.
So how do you navigate cold waters when you want to set up in Sweden, Denmark or Norway? How do you tame your northern counterpart? "To begin with, you need to show professionalism and a real sense of organisation. For example, sending an agenda before a meeting will make a very good impression", explains Éric Greley, a Frenchman who has lived in Copenhagen for over ten years and is now a business coach.
This professionalism should not, however, be interpreted as a sign of coldness or disinterest in the people involved in a negotiation. "Once a contract has been signed, it is not uncommon to go to a restaurant to celebrate the event, or even... to the sauna", continues Éric Greley. Unless you want to come across as arrogant or snobbish, both of which are frowned upon in northern countries, it's impossible to avoid such an invitation to sweat it out. You should never do anything else either: make dubious jokes, over-express your emotions and speak in an aggressive or anxious voice.
On the contrary, precision, clarity, patience and calm will be highly appreciated. "Putting yourself forward rather than your team, embellishing a commercial situation in order to win a contract, is a very bad negotiating strategy. Above all, it runs the risk of arousing mistrust in a potential counterpart or partner", concludes Eric Greley. In the land of ice, transparency is priceless.
10 rules for working in Scandinavia :
- Flexibility and availability.
- Giving importance to the notion of egalitarianism.
- Avoid ambiguous situations or uncertainties.
- Separate personal aspects from professional matters.
- Be structured, punctual and respectful of the rules imposed.
- Focusing on efficiency at work, while at the same time giving importance to personal and collective well-being (in Sweden, we often have a friendly coffee break in the office, the Fika).
- Recognising and rewarding the achievements of employees to strengthen the sense of belonging to a group.
- Remaining accessible to others, whatever your position within a company.
- Never allow individualism to take precedence over the community.
- Show loyalty to colleagues and colleagues in all circumstances.
Hygge", well-being The Danes have their own way of expressing what makes life worth living, whether it's time spent with friends, intimate places or cosy, warm atmospheres.
Straight to the pointScandinavian rigour does not prevent us from being open to others.
