At first sight, doing business in Denmark may seem straightforward. The country is prosperous and an important trade partner in the European Union. Its people communicate in a friendly and direct way.
Negotiators tend to be to the point, relaxed and informal.
And the whole process is accompanied with a sense of humour. But do not fall into the trap of thinking you need only be yourself. Throughout Scandinavia, communication is characterised by calmness and understatement. That does not make Copenhagen the same as Rome. Extrovert rhetoric and exaggeration are poorly regarded in Denmark.