Sweden Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in sweden, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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Market Entry Strategy
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While Sweden’s markets are generally quite open to foreign competition, they are also highly competitive. To break into the market, products and services must be globally competitive and sometimes customized for the unique Swedish market.Important Market Entry Information:

  • Demonstrate a clear competitive advantage (i.e., price, quality, branding).
  • Pay close attention to both the obvious and subtle cultural differences between the U.S. and Sweden and adjust marketing strategies accordingly.  The Swedish cultural philosophy of “jantelagen” still eschews overt self-promotion and achievement as inappropriate, but this is changing, especially among the start-up community.
  • Evaluate prospective partners carefully and choose an experienced, well-established distributor.
  • Be flexible and adjust expectations to the scale of the market.  Although Sweden is the size of California, its population is only 10.5 million.  
  • Evaluate the potential for distributors to cover the entire Nordic region.  Depending on the industry sector, prospective business partners may be based in Stockholm, Gothenburg, Malmo, or other Nordic cities.
  • Express commitment to the market with a long-term perspective.  Visits are important because Nordic partners want first-hand assurance of a partner’s reliability and commitment.

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Global Business Navigator Chatbot Beta

Welcome to the Global Business Navigator, an artificial intelligence (AI) Chatbot from the International Trade Administration (ITA). This tool, currently in beta version testing, is designed to provide general information on the exporting process and the resources available to assist new and experienced U.S. exporters. The Chatbot, developed using Microsoft’s Azure AI services, is trained on ITA’s export-related content and aims to quickly get users the information they need. The Chatbot is intended to make the benefits of exporting more accessible by understanding non-expert language, idiomatic expressions, and foreign languages.

Limitations

As a beta product, the Chatbot is currently being tested and its responses may occasionally produce inaccurate or incomplete information. The Chatbot is trained to decline out of scope or inappropriate requests. The Chatbot’s knowledge is limited to the public information on the Export Solutions web pages of Trade.gov, which covers a wide range of topics on exporting. While it cannot provide responses specific to a company’s product or a specific foreign market, its reference pages will guide you to other relevant government resources and market research. Always double-check the Chatbot’s responses using the provided references or by visiting the Export Solutions web pages on Trade.gov. Do not use its responses as legal or professional advice. Inaccurate advice from the Chatbot would not be a defense to violating any export rules or regulations.

Privacy

The Chatbot does not collect information about users and does not use the contents of users’ chat history to learn new information. All feedback is anonymous. Please do not enter personally identifiable information (PII), sensitive, or proprietary information into the Chatbot. Your conversations will not be connected to other interactions or accounts with ITA. Conversations with the Chatbot may be reviewed to help ITA improve the tool and address harmful, illegal, or otherwise inappropriate questions.

Translation

The Chatbot supports a wide range of languages. Because the Chatbot is trained in English and responses are translated, you should verify the translation. For example, the Chatbot may have difficulty with acronyms, abbreviations, and nuances in a language other than English.

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