Title: Commercial diplomacy in practice: experiences of international business executives and representatives in Malaysia

Authors: Huub J.M. Ruël; Sirp De Boer; Wouter Ten Haaf

Addresses: School of Business, Media and Law, Campus 2-6, 8000 GB, Zwolle, The Netherlands ' Deceased; formerly of: University of Twente, Drienerlolaan 5, 7500 AE, Enschede, The Netherlands ' University of Twente, Drienerlolaan 5, 7500 AE, Enschede, The Netherlands

Abstract: Commercial diplomacy aims at creating and expanding business opportunities abroad. Empirical research on commercial diplomacy from a business perspective is scarce. This paper presents the results of a study on the experiences of an embassy's commercial diplomacy activities in Malaysia by home country business executives and representatives abroad. The findings show that companies familiar with the Malaysian business environment apply less for diplomatic business support, but that support towards newcomers is assessed as valuable. Businesses experience the commercial diplomatic services as reactive, though willing to help. Matchmaking facilities are valued especially by companies that are not familiar with the Malaysian business environment.

Keywords: international business executives; economic diplomacy; business diplomacy; embassies; commercial diplomacy; Malaysia; business opportunities; diplomatic business support; matchmaking facilities.

DOI: 10.1504/IJDIPE.2013.057018

International Journal of Diplomacy and Economy, 2013 Vol.1 No.3/4, pp.258 - 273

Published online: 12 Jul 2014 *

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