Pulling strings

TEXT & PHOTO: ANDERS MODIG

Swedish Bulletin meets Ulf Berg, CEO of the Swedish Trade Council, who wants to sell the business opportunities of the whole world to Swedish companies.

“We strive to be in top of mind for anyone thinking about export. But it is a challenge to reach out to a wider audience,” says Ulf Berg, CEO of the Swedish Trade Council founded in 1972.
      The dilemma is too familiar for many organizations: People know about them, but they don’t know what they actually do.
      “If we could make a TV-show about successful export companies I think awareness of international business would rise among people, but export is considered a bit dull by people outside the corporate world,” says Ulf Berg.
      The main function of the Trade Council is international business development. Every year approximately 60,000 export related questions are posed to the STC. Most frequent questions are practical technicalities regarding certain countries. What is the VAT on software in Russia? How do I find a cargo ship to China?
      But the range of services is much wider than that. The STC also offer business services, for instance when setting up a foreign office. The latter is possible through the 50 STC offices around the world, which provide unique contacts and local know-how.
      “The Swedish Trade Council is dedicated to raise the export competence, and provides all services required to establish a company its services and ideas in new markets. We produce feasibility studies, marketing plans, export strategies, market surveys and can advise in product modifications”
      STC activities are focused in three areas: Export information, Export programs for small and medium size enterprises willing to expand internationally, and Export consulting for individual companies
      Compared with other nations’ Trade Councils the STC is unique, because it is owned by the state as well as by the Swedish industry. Thus it has government assignments, for instance assisting Swedish companies exporting telecom, biotechnology, environmental technology vehicles and foods. But it operates on a strictly commercial basis and turns over 500 million SEK per year.
      Our Trade Commissioners have diplomatic status, which is very important in some countries, says Berg.

EXPORT TOO LOCAL
“Part of our work is to strengthen the image of Sweden abroad. But more important is to promote a positive image of the world in Sweden,” says Berg.
      Myths and prejudices about bribes, mafia, lack of infrastructure and poor language skills exist all over the world. Myths that partly explain why some Swedish companies might hesitate to export to some countries.
      “70 percent of Sweden’s export is to EU and Norway, 30 percent to the rest of the world, which means that there is a large potential in emerging markets outside of EU,” says Berg.
      He took office in August 2004, following an international career that included President of Ericsson Microwave AB.
      “I have learnt the importance of a local presence to succeed. Then you know which strings to pull. And, equally important, you also know which strings not to pull.”
      In its 35 years the Swedish Trade Council has also learnt the importance of perseverance if you want to succeed in export.

ROYAL DOOR OPENER
An important STC awareness-raising event is the annual Export Day (Stora Exportdagen). On the 24th April 800 people mingled and networked at the China Theatre in Stockholm. The highlight of the day’s events was the award of the annual export prize “Stora Exportpriset” by His Majesty the King. This year’s winner was Hästens Beds with business in 19 countries.
      The participation of the royal court in the activities of the Trade Council is highly appreciated.
      “During state visits we often include industry delegations, and the participating companies make fruitful contacts they would have been difficult to get otherwise. The Royal family are tremendous door openers.”

CREDIBLE IMAGE
The Swedish Industry has an image of credibility and trustworthiness abroad.
      “Corporate social responsibility is an important issue. It would be devastating if we recommended somebody who wasn’t running a fair and just business. Swedish exports of music, design sports and culture also strongly contribute to the contemporary image of Sweden,” says Ulf Berg.

For more information visit: www.swedishtrade.se