People do business differently in different cultures, so what wins the day in Wichita may cause a conflict in Copenhagen. A basic understanding of Danish culture is essential to successful business in Denmark. Here are some fundamentals to get you started:

While Danes are often seen by fellow Scandinavians (that’s Norwegians and Swedes) as a fairly independent lot, Danish individualism is always well-tempered by a serious concern for how one’s actions impact others. The classic Danish manager is soft-spoken and always consults with his or her staff, involving them deeply in any decision. Expect decisions to take more time, and be prepared to explain your proposals to-and answer questions from-the entire staff.

Moderation is a deeply held value in Danish culture: There is a disdain for excess, whether in the level of emotion that people display (keep your voice low and your demeanor calm), enthusiasm (“over-the-top” hype is suspect, matter-of-fact reality is much preferred) or the rewards expected to be gained from a project (there is such a thing as too much profit in Denmark, and it will be taxed heavily!).

Treat men and women equally in all business dealings. Danish culture is one of the most egalitarian in the world: Gender and age have little or no influence on authority, and men and women are rewarded equally for their competence in both the business world (women can be presidents of major corporations) and family life (men who choose to stay home with the kids are admired like their female counterparts).

Disagreements and conflict are expressed in indirect ways. Listen closely, as Danes will rarely come right out and tell you directly why they think your ideas won’t work. Humor is often a way of getting things back on a more even keel when disagreements threaten a negotiation, but direct confrontation does not work.

And when that deal is finally signed, schedule a celebratory meal in a fine restaurant, and toast (“Skol!”) with some aquavit and beer.