• Sweden's news in English

Sweden launches new trade promotion agency

16 Jan 2013, 08:45

Published: 16 Jan 2013 08:45 GMT+01:00

Facebook Twitter Google+ reddit

“The new brand is the beginning of a common journey in the interest of Sweden. The aim is to make us an even more attractive, innovative and competitive partner to do business with, both at home and abroad,” Business Sweden CEO Ulf Berg said in a statement.

Previously, Swedish companies looking for help setting up in foreign markets turned to the Swedish Trade Council, (Exportrådet), an agency co-owned by the Swedish Ministry of Foreign Affairs and the Swedish Foreign Trade Association (Sveriges Allmänna Utrikeshandelsförening).

A separate organization, Invest Sweden, was charged with enticing foreign companies to invest and set up operations in Sweden.

However, the government decided last year to shutter Invest Sweden after it was accused of inflating figures about how many jobs its activities had created in Sweden.

Invest Sweden's operations were then taken over by the Swedish Trade Council, which was to be launched as a new agency at the start of 2013.

"We can in principle take on any assignment related to exports and investment in Sweden,” Berg said.

"Alongside this integrated approach, the combined knowledge and experience of the Swedish Trade Council and Invest Sweden will enable us to offer our clients a full range of support."

Like the Swedish Trade Council, Business Sweden is a public-private venture jointly owned by the government and private business designed to "open doors at all levels" to promote Swedish trade abroad and investments in Sweden.

Speaking with Swedish business daily Dagens Industri (DI), Berg downplayed the controversy that led to the change.

"I don't see it as if the Trade Council is taking over anything. We're changing our name and identity in order to create something totally new," he said.

Berg added that the new structure may give the private sector more influence over investment promotion activities.

While Invest Sweden was financed entirely with taxpayer money, Business Sweden expects to earn money by selling its services to companies.

Story continues below…

In contrast to its predecessor organization, Business Sweden will have one name for use both at home and abroad, rather than relying on a Swedish name with an English translation.

"We have nearly 600 employees in 60 countries. Only 100 of them are in Sweden. So having an English name was the obvious choice," she told media trade publication Resumé.

The Local/dl

Follow The Local on Twitter

Related links:

Facebook Twitter Google+ reddit

Your comments about this article

12:00 January 16, 2013 by cogito
New name...same old....
13:39 January 16, 2013 by Rishonim
Exportrådet) is just a bad and inefficient organization. They are disguised as trying to help Swedish company do business abroad but in reality are just a bunch of really bad consultants. I consulted with them on several occasions regarding selling my products in several markets and their information was nothing less than useless. Yet, they still wanted to charge me SEK 60K consulting package. In order for this organization to work they need to reshuffle the management but also demonstrate to the businesses that they really care and not only selling their quasi subsidized consulting packages. They should also appoint people with knowledge of the local language for the country they are working in.
13:47 January 16, 2013 by benkku
Maybe they just need to kick migrationsverket in the butt to get more, qualified people working and establishing business in Sweden.

When being from Suisse it can take you 2 years just to get your ID so you can start your business. When you finally have your ID and - let me say - you are living in Karesuando, than you can drive twice to Luleå which makes twice 800 km just to get your ID-card.
Today's headlines
Sweden can extend border controls, EU says
A police officer carrying out a check at Sweden's border with Denmark. Photo: Emil Langvad/TT

EU countries including Sweden should be granted permission to extend temporary border controls by a period of a further three months, the European Commission has decided.

Nobel Prizes
'I'd say he's arrogant but I'd be lying': Swedes on Bob Dylan
Bob Dylan performing in France. Photo: David Vincent/AP

Almost two weeks have passed since Bob Dylan was awarded the Nobel Prize in Literature and he has yet to acknowledge the win. The Local asked Swedes what they think of the singer's silence.

Sweden cuts 2016 refugee forecast by thousands
A Swedish migration authority office in Stockholm. Photo: Maja Suslin/TT

The country has also slashed its prediction for 2017.

Swedish researchers plan new trucks for women drivers
File photo of trucks in Sweden. Photo: Thomas Johansson/TT

Could vehicles adapted for women attract more female truckers to the profession?

These stats show Swedish driving isn't so gender equal
File photo of a Swedish woman driving a car. Photo: Pontus Lundahl/TT

A new survey shows that few Swedish women get behind the wheel when driving with their male partner.

Revealed: Game of Thrones could be coming to Sweden
Game of Thrones cast members at the Emmy Awards in September. Photo: Jordan Strauss/AP

The producers of the hit show have asked for three rounds of location pictures of Swedish island Gotland.

Prime Minister to meet Swedish troops in Iraq
Swedish Prime Minister Stefan Löfven and his Kurdish counterpart Nechervan Barzani. Photo: Henrik Montgomery/TT

Sweden's Prime Minister Löfven is set to meet Swedish troops in Iraq on Tuesday.

Swedish politicians wage war on winter time
Soon it will look like this on your way home from work in Sweden. Photo: Anders Wiklund/TT

Should Sweden stick with summer time all year round?

'Don't turn the Pope into a global teddy bear'
Sweden's Queen Silvia and Princess Leonore visiting Pope Francis in the Vatican last year. Photo: Henrik Montgomery/TT

It's time to hold the Pope to account and make sure he turns his words about reform into action, argues a minister of the Swedish Church ahead of Pope Francis' visit to Sweden.

Löfven: 'Sweden will double its number of troops in Iraq'
Stefan Löfven and Haider al-Abadi during the visit on Monday. Photo: Henrik Montgomery/TT

Swedish Prime Minister Stefan Löfven has promised to double his country's number of troops in Iraq following a meeting with Iraqi counterpart Haider al-Abadi on Monday.

Sponsored Article
Last chance to vote absentee in the US elections
Property of the week: Kungsholmen, Stockholm
Sponsored Article
This is Malmö: Football capital of Sweden
The Local Voices
'I simply don’t believe in nationality'
Why we're convinced Game of Thrones is based on Sweden
Blog updates

6 October

10 useful hjälpverb (The Swedish Teacher) »

"Hej! I think the so-called “hjalpverb” (auxiliary verbs in English) are a good way to get…" READ »


8 July

Editor’s blog, July 8th (The Local Sweden) »

"Hej readers, It has, as always, been a bizarre, serious and hilarious week in Sweden. You…" READ »

Sponsored Article
Where is the Swedish music industry heading?
People-watching: October 21st-23rd
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Fury at plans that 'threaten the IB's survival' in Sweden
Analysis & Opinion
Are we just going to let half the country die?
Angry elk chases Swede up a lamp post
Sponsored Article
Stockholm: creating solutions to global challenges
The Local Voices
'Alienation in Sweden feels better: I find myself a stranger among scores of aliens'
Sponsored Article
Swedish for programmers: 'It changed my life'
People-watching: October 20th
The Local Voices
A layover at Qatar airport brought this Swedish-Kenyan couple together - now they're heading for marriage
Sponsored Article
Top 7 tips to help you learn Swedish
Swede punches clown that scared his grandmother
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Fans throw flares and enter pitch in Swedish football riot
Could Swedish blood test solve 'Making a Murderer'?
Sponsored Article
Stockholm: creating solutions to global challenges
Property of the week: Linnéstaden, Gothenburg
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Swedish school to build gender neutral changing room
Sponsored Article
Where is the Swedish music industry heading?
People-watching: October 14th-16th
Sponsored Article
One expat's strategy for making friends in Stockholm
Man in Sweden assaulted by clowns with broken bottle
Sponsored Article
Nordic fashion in focus at Stockholm University
Nobel Prize 2016: Literature
Watch the man who discovered Bob Dylan react to his Nobel Prize win
Record numbers emigrating from Sweden
People-watching: October 12th
The Local Voices
'Swedish startups should embrace newcomers' talents - there's nothing to fear'
How far right are the Sweden Democrats?
Property of the week: Triangeln, Malmö
Sweden unveils Europe's first elk hut
People-watching: October 7th-9th
The Local Voices
Syria's White Helmets: The Nobel Peace Prize would have meant a lot, but pulling a child from rubble is the greatest reward
jobs available