Business in Russia : A study investigating to what extent culture impacts business for Swedish managers.  

Abstract: This study is an empirical research that is set to examine to what extent culture affects the performance of Swedish managers when doing business with their Russian customers. The authors aim is to find out how important cultural awareness is when doing business between Sweden and Russia as well as what factors Swedish managers should consider before doing business with a Russian customer. The purpose of this study has been set in relation to empirical evidence based on a qualitative research approach with semi structured in-depth interviews as a method. Seven in-depth interviews has been conducted in order to fulfil the research questions and the purpose of this study, all interviewees has got at least three years of business related experience towards the Russian market. One of the main objectives of this study is to create a road map that will unveil hidden rules and provide a practical approach in order to avoid apprehensions and hesitations concerning the Russian culture, before arriving and while already in Russia. This study reveals that factors such as language, non-stereotyping, and a rigorous research about the Russian culture are needed for a Swedish businessman before doing business in Russia. When a Swedish businessman has arrived in Russia, considerations and efforts should be put on factors such as the importance of a formal dress code, practice status, as well as a strict leadership style.