Great to be Norwegian in the Danish market

‘As countries and peoples, we are very similar in some respects, yet very different in others. To succeed as a Norwegian company in Denmark, you need to be aware of both,’ says Kristine Kopperud Timberlid, who heads our Copenhagen office.

Norway and Denmark are quite similar countries. Their demographics are relatively similar, and both countries are highly digitalised. This means we will face many of the same challenges associated with an ageing population, and the health technology solutions we develop in Norway could work just as well in Denmark. 

'There is currently strong demand in Denmark for all types of health technology, life sciences and labour-saving technologies in primary healthcare. If you work with these types of services in Norway, Denmark should also be a market to consider,' says Timberlid.

The challenge is that customers are often public-sector organisations, such as local authorities and hospitals. It can be difficult for a small Norwegian company to gain access and understand their procurement processes.

‘We work extensively to find the right market entry strategy for Norwegian companies. This may involve introducing business partners, identifying clusters or connecting companies with buyers through our network.’

Norway and Denmark already work closely together on climate and energy. The EU's climate targets and Europe's need for renewable energy are creating opportunities for the energy sector and related sustainable value chains.

‘Norway has specialist expertise in offshore solutions from the petroleum industry, as well as from our investment in offshore wind. We are also at the forefront of green maritime solutions,’ says Timberlid.

Wind power is Denmark's flagship industry, with increasing investment in offshore wind development. Timberlid highlights several major public tenders currently under way for offshore wind and a range of maritime offshore solutions, which could offer opportunities for many Norwegian companies.

Low-emission solutions such as carbon capture, utilisation and storage (CCUS) and hydrogen are also major focus areas in the Danish energy market. A higher CO2 tax on agriculture will make it more attractive to adopt low-emission solutions in food production.

Low-emission solutions such as carbon capture, utilisation and storage (CCUS) and hydrogen are also major focus areas in the Danish energy market. A higher CO2 tax on agriculture will make it more attractive to adopt low-emission solutions in food production.

Green solutions are in high demand in markets far beyond agriculture and the energy sector.

‘Like Norway, Denmark has a steadily growing fleet of electric vehicles. This is driving a great deal of activity in green mobility and the associated value chains. The same applies to smart community solutions for property development and the education sector. These solutions are a strong fit for the Danish market right now.’

To a large extent, this is because the Danes are willing to invest in anything that is climate-friendly and sustainable.

– The impact must, of course, be well documented, but sustainability is a prerequisite in Denmark. You need to show that your solutions have clear green credentials at every stage.

Although Norway and Denmark are similar in many respects, cultural differences in some areas can pose challenges for Norwegian stakeholders.

– The Danes have a long tradition as traders. They focus on negotiations and are keen to strike a good deal. Norwegians, on the other hand, tend to be more direct and want to discuss technical details. This can make the negotiation culture feel tough and like part of a game.

She has found that even Norwegian business leaders can be taken aback by the somewhat tougher tone in Denmark.

• Leave yourself some room to negotiate. In Denmark, negotiation is both an art and a sport, and you are expected to take part.
• Don't be put off by a tough tone in the meeting room. There'll be a beer at the pub afterwards, and everyone will be friends again.
• Don't underestimate the value of a strong pitch. You need to build enthusiasm for your project and clearly communicate the value you create for your customer.