Doing business in Denmark

Denmark’s economy is characterized by medium-sized industrial and service companies, which are often world-class.

The most important trading partners for the Danish economy are Germany, Sweden and Great Britain.

In an international comparison, Denmark tends to do very well. The employment rate, including among older workers, is the highest in the EU.

Find the right sales agent in Denmark

The Danes are considered to be one of the happiest people on earth. There is hardly any other country in the world where trust in one another is so pronounced and the work-life balance is very important.

Almost all business people in Denmark speak English, some also German. As a “door opener”, mastering the most important terms of the Danish language is still recommended and will be rewarded accordingly – even if it’s just a friendly “Hej” as a greeting or a “Med venlig hilsen” (Best regards).

Saying thank you is important on almost every occasion in Denmark – whether it is thanks for the hospitality at the last meeting when you meet again, for the good conversation after the meeting or for an invitation for coming, the good food or the hospitality shown.

In business life, and even when meeting important or prominent figures, a casual style of dress is common. You are welcome to leave out the suit and tie – with a bit of bad luck, the chic suit can already collect the first negative point.

The form of address is also casual – in Denmark people normally say ‘du’ to each other, regardless of the relationship you have with one another. Danes don’t know much about titles either, so feel free to leave out the “Dr.”. Modesty is part of Danish culture.

Under this premise, it is better to use public transport. Anyone who drives up in a company car may give the impression of not being able to handle money. Cars are expensive in Denmark and so the perception of a big car is not necessarily positive.

Meet your interlocutor at eye level. Presenting yourself as a representative of a “big country” does not go down well. Denmark may be small, but the Danes are proud. Incidentally, you can see a particularly large number of flags around April 16 – the Queen’s birthday.

In any case, take the time to have a casual chat with your counterpart before getting down to business. Getting to know each other and then talking about business is just as helpful as enjoying the Danes’ special sense of humor – even if it can sometimes come across as a bit sarcastic or harsh.