CULTURAL DIMENSIONS IN SALES AND SUPPORT: SERBIA VS. SWITZERLAND COMPARISON


DOI: https://doi.org/10.15308/finiz-2025-131-138
Authors:
Anđela Ristović

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Keywords:
national culture, Hofstede, Serbia, Switzerland, customer support.


Abstract:
This paper explores the impact of national culture on business operations in sales and customer support in Serbia and Switzerland, using Hofstede’s model of cultural dimensions. A theoretical comparison through six dimensions is supported by a qualitative interview with a Serbian manager collaborating with Swiss firms. Market research shows that a Swiss company with a Serbian-based support team was rated best in customer service—suggesting Serbia’s competitive edge. This highlights how cultural values manifest in practice and provides recommendations for business in multicultural environments.

CITATION:

IEEE format

A. Ristović, “Cultural Dimensions In Sales And Support: Serbia Vs. Switzerland Comparison,” in FINIZ 2025 - The Importance of Business Agility in the Modern Business Environment, Belgrade, Singidunum University, Serbia, 2025, pp. 131-138. doi: 10.15308/finiz-2025-131-138

APA format

Ristović, A. (2025). Cultural Dimensions In Sales And Support: Serbia Vs. Switzerland Comparison. Paper presented at FINIZ 2025 - The Importance of Business Agility in the Modern Business Environment. doi:10.15308/finiz-2025-131-138

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