Swedish relationships "over there" examined.
Christina Johansson Robinowitz Modern-Day Vikings, Intercultural Press

Washington, Business.

Swedes: Durability (long life), safety, fuel efficiency
Americans: Appearance, good price, comfort and "extras." It is about how two nationalities approach buying a car and which characteristics are most appreciated. Christina Johansson Robinowitz, using a good dose of humor and life experience, draws these answers out of an audience of both Swedes and Americans about the deep differences between USA and "the most American of all European countries: Sweden."

The last quote is mentioned on the cover of Christina Johansson Robinowitz' new book, Modern-Day Vikings with the subtitle, a Practical Guide to Interacting with the Swedes, which she has co-authored with Lisa Werner Carr, free-lance journalist with Swedish roots. It is published by Intercultural Press and is included in a series of similar "guide books."

"I hope it can help non-Swedes understand Swedes and thereby work better together. The book may also be of interest to Swedes, who want to better understand how they are seen by others," says Christina Johansson Robinowitz who according to her own account, followed a young American's request to "pack her blue jeans and move to Texas" in the 1960's.

Christina Johansson Robinowitz stayed and founded the consulting firm, The Cross-Cultural Coach, which focuses on Swedish-American relations. She effectively uses everyday examples to illustrate differences that are quite substantial.

The book is a type of handbook in Swedish cultural geography and anthropology. The historical overview in the introduction begins already with the Viking era and the characteristics from "Havamal" that still define us. Chapter 2 is named "The rise of the Swedish Model" with an in depth description of concepts such as "folkhemmet" (the home of the people), "trygghet" (safety and security for all), and solidarity. - and such Swedish corner stones as the right to work.

Following, the four myths, which begin with s are deflated. In other words, sex, suicide, socialism and spirits, which still provides fuel for some foreigners' prejudices of Swedes. The Law of Jante has its own chapter, as well as the rules for toasting and the striving for equality. The final chapter covers the deep changes, which the EU memberships, globalization and the IT-revolution have brought about, with the comment that in a country with lagom in its genes, the eternal quest for the perfect balance for its people, continues.

Karin Henriksson