Two key questions in Malaysia's corporate history have not yet been answered. Why is it that only a small number of family firms produce brand products? Why has none emerged as a major publicly listed enterprise? This study employs concepts from family business literature as well as Alfred Chandler, Jr's business history approach to answer these questions. A blend of conceptual tools from these two bodies of literature offers insights into the evolution of these brand product family firms. By adopting this approach, this study reveals that the core issues requiring scrutiny are an enterprise's volume of investments in research and development, a skilled managerial team and an effective marketing technique. Other issues include the need for a sound succession plan and a focus on a horizontal form of enterprise development. This article also reviews the capacity of the state to enable as well as hamper the rise of domestic brand product firms.
