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.
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