„BABEŞ-BOLYAI” UNIVERSITY; CLUJ-NAPOCA

Faculty of Economics and Business Administration

Business Culture in Denmark

PASCA ANA RAMONA

FISCALITATE , AN 1

Cluj – Napoca 2010

Denmark, a small country with a population of just over 5 million inhabitants, has achieved a
remarkable degree of economic success over the last 50 years or so. With GDP per head of
around $33, 000 the country ranks fifth in the world and ahead of both Japan and Germany in
terms of purchasing power. This remarkable economic success has been achieved by the Danes
thanks, in no small measure, to their pragmatic business style.

Business Introductions

Business meetings in Denmark are generally quite informal and casual affairs. Handshaking is
the standard form of greeting in a business setting within Denmark. Hugging and kissing on the
cheek is also quite common, but only with very close associates. A visitor should never initiate
this kind of greeting. It is important to know that in a social setting in Denmark third party
introductions are almost unheard of (Danes introduce themselves). This can sometimes translate
into a business setting. A Mr. Smith visiting from England can usually expect that on entering a
conference room that he will be introduced as, "this is Mr. Smith from England".

Men should not feel the need to stand when a woman enters the room. The one exception is if
they are being introduced or if they are introducing themselves to the woman. It is very common
to distribute business cards in Denmark. They are usually distributed at the end of a meeting.
English cards are more than adequate as Danes generally have a very good understanding of the
English language.

Communication in Business

While Danish, the country’s official language, resembles Swedish and Norwegian, it has only
few commonalities with German. Most businesspeople in Denmark speak English well.
However, avoid using jargon and slang. Danes usually speak in quiet, gentle tones. Interrupting
others may be considered rude. At restaurants, especially those used for business lunches and
dinners, keep conversations at a quiet level. People generally converse standing about three to
four feet apart. Danish communication is usually very direct. Danes dislike vague statements
and openly share opinions, concerns, and feelings with others. In fact, too much diplomacy may
confuse and irritate Danes and can give the impression of insincerity.
Some simple Danish phrases: (These of course are not necessary because of the average Danes
English language skills, however they may help ingratiate yourself to your host).

Hej - "Hello" (pronounced as a quickly delivered 'hi').

Farvel - "Goodbye" (pronounced 'fawvel').
Undskyld - "Sorry" (pronounced 'unskool').
Taler du engelsk? - "Do you speak English?" (pronounced 'tailer do ingelsk?').

Business Negotiation in Denmark

The majority of business negotiations are conducted in the office. Negotiations will generally be
friendly and informal and there are no special rules in regards to negotiations. A foreign business
visitor can certainly expect a certain amount of small talk at the beginning of the negotiations.
The average Dane knows a fair amount about American and British pop culture. They are also
quite interested in politics and current events. An easy topic to talk about is Denmark.

Danes are very proud of their country, and always enjoy a good conversation with a foreigner
about Denmark. Within you business conversations it is important to remember that Danes are
very direct in their speech. This is partly due to the Danish language, and partly due to their
society. Danish has a limited vocabulary and most nuance is introduced by tone. English doesn't
work that way. Expect pointed questions. Answer directly, and avoid dodging or side stepping
questions. Be well prepared with facts and figures to back up your statements. Don't oversell
your product. Danes are quite modest people and are much more interested in facts and figures
than declarations of how superior a product is or isn't.

One final note: do not expect an immediate decision. Denmark is a very egalitarian society, and
bosses will likely consult other people within the business prior to making a final decision. In
fact managers will often listen to the views of people much lower down the hierarchical ladder
because they believe those employees to be knowledgeable about their own sphere.
Business Etiquette in Denmark

Danish business etiquette is similar to North American or other English speaking countries,
however there are differences that will affect how you plan your meetings and interactions.

Meeting Etiquette

• Appointments are almost always required. Danes do not "drop in" because they were in
the neighborhood. Appointments should be confirmed in writing.
• Many Danes are on vacation from mid June through mid August. It may be difficult to
arrange a productive meeting at that time.
• To emphasize..., Danes are punctual. If you will be delayed more than 5 minutes, call
immediately. Better yet..., leave early..., and do not be late.
• Shake hands with everyone in the meeting upon arrival and departure. Handshakes
should be very firm and rather short. Maintain eye contact while being introduced. Shake
hands with women first.
• Business cards are expected and exchanged. Your business card should have the physical
address of your company and not a post office box.
• Danes use their professional title and their surname. If someone does not have a
professional title, use Herr (Mister), Fru (Misses) or Froken (Miss). Danes tend to move
to first names quickly. Nonetheless, wait to be invited before using someone's first name.

Business Negotiation

• Send an agenda before the meeting. Danes are organized and will plan to work from it
without deviation.
• Danes make decisions after consulting with everyone involved. Do not expect an
immediate decision during the meeting.
• All presentations should be well-organized and factual. Use facts, figures and charts to
back up statements and conclusions. Avoid speculation and hyperbole.
• Maintain eye contact while speaking.
• Danes prefer to get down to business quickly. Pre-meeting small talk will be limited.
Body Language in Danish Business Environments

While your business meetings with Danes will tend to be quite friendly and informal, it is
important to know that Danes value their personal space. Aside from shaking hands during
introductions you should avoid touching a Dane you are speaking with. Allow for a comfortable
distance separating people during conversations. A Dane's "personal space" tends to be slightly
larger than in many culture.

Maintain eye contact and avoid crossing your arms. Generally you will find Danes to be reserved
with their body language. Receiving a friendly pat on the back can be viewed as a sign of
personal trust, but should be used with caution. Too much intimacy, too early will make a Dane
very uncomfortable. Despite the Danes somewhat casual approach to business attire, Danes are a
formal society. Feet up on the desk, sprawling in a chair, or other overly casual body language
will result in a Dane doubting your professional abilities.

Business Dress and Attire

Typically business dress for men and women is quite casual in Denmark. A suit and tie are
almost never worn, nor are women's business suits. As a rule, dress jeans, clean and well cared
for shoes along with a nice dress shirt are adequate in Denmark. Be aware that "casual" does not
mean that clothes can be in a poor state of repair. Running shoes are not acceptable.

A foreign visitor coming in for a visit can induce the normally casual Dane to dress up a bit. This
is specially true if this foreign visitor is coming in from the International parent company. In this
case you can expect suits for men (sometimes with a tie, somtimes without), and women's
business suits for women. A safe compromise in many business situations is a sports jacket (no
tie) which can be promptly removed if the Danes are not wearing jackets.

Conclusion

Punctuality is also valued in most social settings. It is best to be right on time for dinners, and to
arrive at parties within 10 to 15 minutes of the agreed time. Gift giving in business settings is
rare. It is best not to bring a gift to an initial meeting in order to avoid raising suspicions about
your motives.
Bibliography

• Lothar Katz, The Negotiator’s Reference Guide to 50 Countries Around the World,
www.NegIntBiz.com, 2009.

• http://beierholm.dk/en/about-beierholm/doing-business-in-denmark.html

• http://www.buyusa.gov/denmark/en/doing_business_in_denmark.html

• http://www.communicaid.com/access/pdf/library/culture/doing-business-in/Doing
%20Business%20in%20Denmark.pdf

• http://www.copcap.com/content/us/doing_business/facts/doing_business_in_denmark_
%E2%80%93_the_most_business-friendly_location

• http://www.globalnegotiator.com/tienda/doing-business-in-denmark.htl

• http://www.globalnegotiationresources.com/cou/Denmark.pdf

• www.kwintessential.co.uk/etiquette/doing-business-denmark.html

• http://www.lexmundi.com/images/lexmundi/PDF/GuidesToDoingBusiness/Guide_Denm
ark.pdf

• http://www.uhy.com/media/PDFs/doing_business_guides/Doing%20Business%20in
%20Denmark.pdf

• http://www.worldbusinessculture.com/Danish-Business-Dress-Style.html

• http://www.worldbusinessculture.com/Business-Facts-and-Figures-on-Denmark.html