Every autumn is one of the most productive periods for many industries; teams launch new projects, form collaborations, and explore new markets. For Red Jumpers, autumn 2025 became an opportunity to make the season equally productive and engaging by diving deeper into Scandinavian business culture – one of the most fascinating and complex business environments in Europe.
Although the internet has made our world more global and interconnected than ever, genuine connection still depends on understanding – not just language or technology, but culture. Every country shapes its own history, traditions, and business practices. And even in the digital era, these nuances often determine whether a partnership succeeds or fades away.
For a long time, we at Red Jumpers had a strong interest in the Scandinavian market. Its technological maturity, focus on innovation, and strong values of transparency and sustainability make it an exceptional region for collaboration. Yet, like many others, we soon realized that building effective relationships with Scandinavian companies requires more than sending a few emails or scheduling a meeting. Something didn’t add up – and we wanted to understand why.
This curiosity pushed us to explore the cultural side of Scandinavian business more deeply. Instead of relying on assumptions, we reached out to experts who live and work in these countries — people who could share real-world insights into how things actually operate behind the scenes.
Understanding Sweden: a market of innovation and collaboration
In September, we hosted our first Scandinavian-focused webinar dedicated to Sweden – a country where innovation, equality, and collaboration run deep in the national DNA. During the session, we explored what makes the Swedish market distinctive and what Ukrainian companies should understand before entering it.
Some of the key insights we discussed included:
- Top industries: Sweden actively develops medtech, fintech, greentech, energytech, cybersecurity, edtech, gaming, and AI.
- Decision-making: Swedish companies involve multiple stakeholders in almost every decision, so business processes move slowly and require patience and openness.
- Trust first, business second: Swedish partners prioritize relationships and trust before shifting to business conversations.
- Ownership structure: Many Swedish companies rely on share-based ownership, which influences how they shape and negotiate partnerships.
- Recommended resource: Cross-Cultural Business Communication by Sven Rosenhauer – an essential book for anyone planning to work with Swedish partners.
The Swedish business environment rewards transparency, long-term thinking, and balance. These values align well with Ukrainian work ethics, but they also require companies to adjust their pace and communication style to collaborate effectively.
Norway: where equality, trust, and balance define business
Following the success of our Swedish webinar, we continued our Scandinavian journey with another insightful session – this time focused on Norway. Together with Karin Ellis, an intercultural trainer and author of Working with Norwegians, we explored efficient ways to communicate, negotiate, and build trust with Norwegian partners.
Norwegian business culture revolves around equality, modesty, and respect for personal boundaries. Companies operate with flat hierarchies, and teams make decisions through consensus rather than top-down authority. As a result, the initial stages of cooperation may feel slow, but once everyone agrees, teams move to execution quickly and efficiently.
Another essential takeaway was that marketing and sales tactics that work well in Ukraine don’t necessarily resonate in Norway. Norwegians value authenticity, understatement, and reliability far more than bold promises or aggressive persuasion. To succeed, you must build relationships patiently, show credibility through your work, and always deliver on what you promise – nothing more, nothing less.
Our research, conversations, and webinars with Swedish and Norwegian experts revealed one clear insight: you achieve success in Scandinavia only when you understand the culture behind the business. The region values long-term relationships, trust, transparency, and balance – and companies that embrace these principles gain a real advantage.
If you want to build strong, lasting partnerships in Sweden, Norway, and across the Nordic region, focus on three key strategies:
- Build trust before talking business.
Invest time in genuine relationships. Show authenticity, understand your partners’ values, and communicate openly from the very beginning. - Adjust your communication style to match local expectations.
Stay clear, concise, and transparent. Avoid exaggeration, respect consensus-based decision-making, and keep your communication balanced and calm. - Prove reliability through consistent action.
Deliver exactly what you promise. Maintain high standards, show accountability, and demonstrate a long-term mindset in everything you do.
Why this matters
For many Ukrainian companies, Scandinavia represents not only a new market but also a new mindset. Working with partners in Sweden or Norway requires adapting to a culture that prizes humility, equality, and work-life balance – yet it also offers long-term, stable collaborations once mutual trust is built.
At Red Jumpers, we believe that understanding these nuances is just as important as technical excellence. That’s why we continue organizing webinars and discussions that bridge cultural gaps, helping Ukrainian tech businesses communicate more effectively and build lasting international partnerships.
Autumn 2025 has proven once again that learning and growth go hand in hand. The more we understand about how our partners think and work, the more effectively we can collaborate – across borders, cultures, and industries.
