ABSTRACT

Malaysia, “Asia’s tiger with a vision,” has just completed another period of noteworthy economic development and political transition that has moved the nation another step toward prosperity. In this chapter, an attempt is made to enumerate and explain the sources and the nature of these changes. Their impact and likely future manifestations are also evaluated with a particular emphasis on consumer behavior and marketing aspects. The general conclusion is that Malaysia has once again sailed through troubled waters and is in a unique position of political stability and national unity that forms a solid platform for future “prosperity with harmony and diversity.”