How to Do Business in 12 Asian Countries 13. What will you need to know in 2010 or 2020 to work in Asia? As Hans Koehler pointed out in his Preface, we live in changing times. In this century China and India are changing the economic balance of the world. But many of the cultural tenets presented in Kiss, Bow, or Shake Hands: Asia took hundreds or thousands of years to develop. These stable precepts help us understand why people behave differently around the world, and they will help you to avoid global marketing faux pas | Malaysia 89 invites an explanation of the history or origin of titles or names providing you with personal information that may be useful. Malaysia is a constitutional monarchy with nine royal houses. With so many royals international business visitors are likely to encounter one sooner or later. Titles and means of address vary ask a native how a particular royal should be addressed. Never be overly familiar with a business contact. Most executives you meet should be addressed with a title and their name. If a person does not have a professional title such as Engineer Doctor or Teacher a westerner may use Mr. or Madam Mrs. Miss plus the name. However be aware that you may be omitting other titles that are important both to the person and to your understanding of that person. The traditional Malay forms of Mr. Mrs. or Miss are Mr. Encik which may be abbreviated as En Mrs. or Madame Puan Miss an unmarried woman Cik These are used in front of an individual s name . Mr. Ahmadi would be properly addressed as Encik Ahmadi. Although there is no Malay equivalent for Ms. the current trend is to use Puan for any adult female. There are additional titles that may be used once you become closer to your Malaysian associates. One title which is important in business circles is Tuan which is conferred when a man is in a respected position of authority. When you ask Malaysian associates about their titles and names explain about yours as well. They may be equally unsure as to which of your names is your surname. Follow their lead as to the degree of formality. Don t tell a Malaysian just call me Tony when you are calling him Dr. Gupta. Each of the three major ethnic groups in Malaysia has different naming patterns. For information on the proper titles and forms of address for Muslims Indians and Chinese please see Appendix A. 90 Kiss Bow or Shake Hands Asia Cultural Note As part of the Vision 2020 plan for Malaysia an economic center for information technology IT was built .
