The research hopes to provide a deeper understanding of the leading countries in the Central Eastern Europe (CEE) region from a culture sensitive marketing perspective. The aim of this work is to provide a pilot study upon which more critical national culture studies are to be introduced.The purpose of this dissertation is four-fold: 1) To discuss the proper methodology for the research; 2) to replicate the original study in order to suggest the values for the Czech Republic, Poland and Slovakia; 3) to introduce the marketing application theoretical framework for the original study, and 4) to translate the results to marketing scholars and practitioners.

This study aims to explore and create a deeper understanding of companies' leadership and discover how national culture relates to authentic leadership in a Swedish context. In addition to the purpose, the following research question is formulated; What are the characteristics of authentic leadership in Swedish managers from an employee's perspective? This study is based on a qualitative study with a deductive approach to get a deeper understanding of the topic rather than a broader perspective. The empirical data was gathered through eight interviews with people who work in the private and public sectors of business, and interviews were conducted through Zoom. Our analysis identified two main themes, and these are connected to the national culture in Sweden. Swedish managers are skilled listeners and diplomatic leaders, which affects authenticity, showing how national culture can affect authenticity.