between the two nations conceal essential differences. Christina Robinowitz and Lisa Werner Carr provide insights and strategies for successful interactions with Swedes, whether business or social. True to its title, Modern-Day Vikings traces some of Sweden's most ingrained cultural traits back to its Viking heritage: self-sufficiency, fairness, egalitarianism and democracy. The authors also examine Sweden's famous "cradle-to-grave" social model and explore the values underlying modern Swedish culture, such as lagom (moderation), the law of Jante (personal modesty), communication styles and business practices.

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