Denmark is, and always has been, a little country. Perhaps that is why the Danes have always needed to look beyond their borders and engage with the outside world – it was a matter of survival.
      By tradition, the Danish economy has been open and this is of great advantage in a world that is becoming increasingly globalised. While some European countries struggle against globalisation and attempt to protect their national interests, Danish business people have long been accustomed to wheeling and dealing with the outside world.
      This is one explanation as to why Denmark has performed so well thus far in globalisation. In fact, new research reveals that the Danes are among the most globalisation-friendly Europeans.

Perhaps the bottom line is that deep down, many Danes harbour the conviction that they’re a cut above the rest. Malicious rumour has it that Danes suffer from an inferiority complex – coupled with a superiority complex.
      Danes are quite accustomed to a widespread ignorance about their country on the part of many foreigners; that polar bears roam Denmark’s streets or that Copenhagen is the capital of Sweden. Denmark is small and will remain so. Accepting this is an integral part of how Danes see themselves. But at the same time, every Dane knows deep down that Denmark is the best place in the world!
      This is why it was so heart warming when the Economist Intelligence Unit declared that Denmark is the world’s best country in which to do business. Viewed from the outside, the Danish business environment certainly does have a great many advantages.

SIMPLE AND STRAIGHTFORWARD
Doing business in Denmark is simple and straightforward. Corruption doesn’t exist. The rules are clear and transparent and there is very little bureaucracy compared to other countries. For example, it takes just one single day to register a new company.

The tone is informal and friendly, and humour is appreciated. Danish business people have a reputation for being honest, reliable, forthright and pragmatic. When differences of opinion arise, a solution is found through dialogue. Violent clashes have not figured in Danish history and this carries over to the way business operates.
      Foreigners are sometimes taken aback when Danish business people dispense with formalities and get straight to the point. This directness is the norm in Denmark and is not meant to be rude.

EASYGOING BUT RESERVED
Although Danes appear easygoing at first glance they can also be very reserved and rather aloof. Some mights even call them provincial and circumspect in their meetings with foreigners and other cultures. Danes have a certain scepticism towards that which they do not know.

Danes are extremely proud of their nationality and should a foreigner want to insult a Dane, a disparaging remark about Denmark or its people is all that’s needed. While the Dane would hardly make a big issue of the insult, it would still wound, and would be remembered. On the other hand, a few words of praise about Denmark and the Danes can open many doors and hearts.

ITALIANS OF THE NORTH
Danes are generally well educated and good at foreign languages. They’re not always as fluent as they might like to imagine, but they do manage to get by.
      As an ancient trading nation, the Danes make good merchants. In this area we’re rather more proficient than our Nordic neighbours who view us as some sort of Nordic Italians – slightly exotic and not as seriousminded as themselves but also people one should be a tad wary of.

Danes are very proud of their tendency to take fi gures of authority with a pinch of salt. The education system puts emphasis on independence and critical analysis and this means that Danes work independently and are not afraid to take responsibility. They also make great team players. Workers are on first name terms with their bosses and business hierarchies are flatter than in other countries.

Danes make good entrepreneurs and are great at finding niches where they can excel, both at home and abroad. They are, on the whole, very adept at getting the utmost out of innovative ideas.

Danes’ affection for good design can be seen in their homes – high quality might cost a lot but they are willing to pay the price. This pride in design – often triggered abroad by a glimpse of the Sydney Opera House, a Lego brick or Carlsberg’s classic logo – can also soothe the Danes’ inferiority complex, or, depending on which way you look at it, can nourish their feelings of superiority.

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