New Book about Swedish-American Culture Modern-Day Vikings: A Practical Guide to Interacting with the Swedes

Modern-Day Vikings provides a window into what one world traveler called the most American of European countries: Sweden. Yet outward appearances can be deceiving. Surface similarities between the Sweden and the United States conceal essential differences. Robinowitz and Carr provide insight and strategies for successful interactions with Swedes, whether in business or social encounters.

Contact: Stephanie Cheney        Intercultural Press
stephanie@interculturalpress.com         800-370-2665

            
Modern Day Vikings Reveals the Essential—and Subtle—Differences of the Swedes
New book provides a look into the culture that brought you Volvo, IKEA and Ericsson

Yarmouth, ME – They are a people of small paradoxes. They speak excellent English, but are reserved and tend not to make—or appreciate—small talk. They avidly embrace new technology, but are cautious and consensus-driven when making decisions. They have founded some of the worlds leading multinational companies, but disappear to the country en masse for the month of July. Sound familiar?

Modern-Day Vikings provides a window into what one world traveler called the most American of European countries: Sweden. Yet outward appearances can be deceiving. Surface similarities between the Sweden and the United States conceal essential differences. Christina Robinowitz and Lisa Werner Carr provide insight and strategies for successful interactions with Swedes, whether in business or social encounters.

True to its title, Modern-Day Vikings traces some of Swedens most ingrained cultural traits back to its Viking heritage: self-sufficiency, fairness, egalitarianism and democracy. And this just scratches the surface. The authors also examine Swedens famous cradle-to-grave" social model and explore 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 consultant and trainer. A native of Sweden and long-time resident of the United States, she works with international companies and organizations and specializes 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 Sweden & America magazine.

Modern-Day Vikings (ISBN 1-877864-88-9) can be ordered directly from the publisher, Intercultural Press. Call 800-370-2665 or order on-line: books@interculturalpress.com. Both authors are available for interview in either English or Swedish.