Individualism – Universalist vs Particularist Asia E.Europe Latin America Africa USA Germany Sweden UK Switzerland Israel Danes expect horizontal communication to be taken for granted and the few hierarchical influences that may come into play to be transparent. Heavy persuasion is taboo and too much lobbying is suspect. Danes generally want to hear the truth, but hate abrasiveness or brusqueness.

“An amazing experience almost all western businesses face whenever doing business with Africans is that although the dress and talk as Western people do, they are deeply influenced by their own cultural and traditional values” – Culture Africaine et Gestion de L’enterprise Moderne Marcel Zadi Kessy