B2B Sales Strategies and Cultural Adaptation for Nordic Businesses Expanding to Spain
Arike, Robert (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025112028872
https://urn.fi/URN:NBN:fi:amk-2025112028872
Tiivistelmä
This thesis investigates how Nordic companies can optimize their B2B sales strategies in terms of communication and cultural adaptation when expanding into the Spanish market. The study examines the differences in culture, buyer behavior and digital influences on market entry success.
The study applies three main frameworks, such as PESTEL, SOSTAC and Hofstede's cultural dimensions, which provide a clearer picture of the macro environment, strategic key steps in the process and cultural communication norms.
Qualitative data was obtained through interviews with experts from Business Finland, Gofore and Giosg who have been involved in the expansions to support practical understanding of market opportunities, digital transformation and cultural adaptation.
The results show that Spain offers Nordic companies a stable and opportunity-rich environment, for different sectors. Successful market entry requires, in addition to localizing sales processes and communication, building trust through personal relationships and understanding regional differences.
The study concludes that combining structured digital sales planning with personal, trust-based engagement is the most effective approach. Recommendations include adopting hybrid sales models, leveraging AI and CRM tools, and aligning Nordic efficiencies with Spanish relationship-based practices to achieve sustainable market growth.
The study applies three main frameworks, such as PESTEL, SOSTAC and Hofstede's cultural dimensions, which provide a clearer picture of the macro environment, strategic key steps in the process and cultural communication norms.
Qualitative data was obtained through interviews with experts from Business Finland, Gofore and Giosg who have been involved in the expansions to support practical understanding of market opportunities, digital transformation and cultural adaptation.
The results show that Spain offers Nordic companies a stable and opportunity-rich environment, for different sectors. Successful market entry requires, in addition to localizing sales processes and communication, building trust through personal relationships and understanding regional differences.
The study concludes that combining structured digital sales planning with personal, trust-based engagement is the most effective approach. Recommendations include adopting hybrid sales models, leveraging AI and CRM tools, and aligning Nordic efficiencies with Spanish relationship-based practices to achieve sustainable market growth.