Working with the world as your arena

At Business Sweden there are around 400 people working in 40 markets around the globe, helping Swedish companies grow global sales and helping international companies invest in Sweden. Business Sweden’s Asli Sungur and Johan Chun give as a deeper look into what motivates them as senior management consultants.

ASLI SUNGUR:
My current role primarily focusses on business development and project consulting for the EMEA region. But I started out as an eager student keen on working internationally and looked at Exportrådets website for possibilities, and I started my Business Sweden career at the Paris office about ten years ago.

JOHAN CHUN:
I am currently Trade & Invest Commissioner in Seoul, South Korea but my path here wasn’t straight forward. I initially applied for, but didn’t make it on to, the old trainee programme. But, my then girlfriend, who is now my wife, was accepted and took a place in Berlin. So when a recruiter contacted me a little time later with an offer of joining Business Sweden, I took the chance.

ASLI SUNGUR:
My role now is quite different from when I was in Paris, Chicago or Istanbul, but it is quite nice to have a wide perspective and be able to help the EMEA region. I work with colleagues in Stockholm and other regions and connect them with opportunities that might work as well as keeping them informed about what is going on here in Sweden. I recently worked on the large Hannover Messe project, showcasing what Sweden has to offer the world. But every day is different, I feel very close to the regional offices as I’ve been there, and I know what they need to support Swedish companies looking to enter new markets.

JOHAN CHUN:
The core of what we do is very easy to explain, we help Swedish companies grow global sales, but how we do that can take very different forms. The work is extremely varied. We have a pretty large office of around 15 people, so I am responsible for everything from general management to project work to business development. On a day-to-day level I could be speaking with Swedish clients about how to enter the market, establishing contacts, their strategic approach and practical information about setting up a company or organising a delegation or industry promotion or event. In some cases, I’m working with companies who have been in South Korea for 20 or 30 years to help them with their strategic business development.

ASLI SUNGUR:
It depends on where you are based and the perceptions about how business is done in those countries. Paris, Chicago and Istanbul are all culturally very different and some might come with cultural misconceptions. In Istanbul, I had to go with a client to shop for formal business clothes because they had come in shorts and t-shirt – expecting it to be like a holiday destination. There are specific cultural practices that can really impact on business success. Short-sleeved shirts are not accepted at all, even if it is 40 degrees! And in France and the USA, it is still more formal than Sweden and more hierarchical. These things are a small part of the role we play but can have a big impact.

JOHAN CHUN:
The South Korean business culture is very different from Sweden’s and there are a lot of rules about everything from handing over business cards to where people sit in the room. There is also a culture of showing your value, or how important you are in meetings, and this is very different from Sweden so can take some time for people to adjust and understand how they should act and respond. There are small codes within every meeting that can mean a lot. So preparing a company for a meeting is not just about their strategic approach, which is of course our primary function, but also to help them navigate the cultural rules.

ASLI SUNGUR:
I think it is partly to do with our state-owned side, that there is an extra value to our work and what we offer clients. We don’t just work for a company, we work for Sweden and Sweden’s best. I feel that in everything I do at Business Sweden. It is also very rewarding when the Prime Minister of Sweden takes your hand and thanks you for your contribution. I think it is hard to find a job that gives you access and knowledge to what is directly happening in the country – and why companies should invest in that company. We are in a unique position that we are trusted by Swedish companies to give them not only the right strategic advice, but access to the right people and companies in global markets to help them grow.

It’s also the variety; you have high-level dialogues on a country level, support large companies with cross-region projects and start-ups with identifying market entry opportunities. You also work across a large cross-section of industries and companies, that is quite unique.

JOHAN CHUN:
It might sound very cliched, but I really believe that we have a higher purpose with what we do, and for me personally, I have never been prouder of Sweden than when I’ve been looking at it from the outside. We have amazing companies, fantastic entrepreneurs and big ideas. But there is also the other side which is working in another country like South Korea, which also has so much to offer with great companies and people. There is a lot that the two countries can learn from each other and having one foot in each culture means you can work to connect the best parts of each of them. I think people are attracted to working at Business Sweden because there is a higher purpose.

And the role is extremely multi-faceted. Everything from buying furniture for the office to preparing a delegation with heads of government to helping a start-up secure funding with Korean investors. It’s the broadness compared to traditional consultancy that I worked with before, so I think that is what attracts a lot of people.

ASLI SUNGUR:
First, when I moved to Paris it was like coming home as I had been to French school in Stockholm. But it can be tough having to start from zero in a new place but there are big expat networks and the local staff in our offices are a huge help. They get you connected with everything local. And it is a huge adventure!

JOHAN CHUN:
It has been good, moving with my wife and two children who are starting out in school, there has been a lot of logistical support from the main office to get set up with housing. It is a great adventure to have with the entire family and incredible for personal and professional development.