Almost exactly three years later, the situation is slowing improving. Firms have begun hiring more individuals in government regulations or corporate affairs roles in Asia. These individuals or teams have done a better job working directly with officials in the region. But as trade policy heats up, and especially as the threats to the global and regional system escalate on a near-daily basis, most firms are frankly not ready to respond effectively. For firms to do a better job managing their businesses in Asia, government relations (GR) people need to do at least six things. First, recognize that the region is changing rapidly. Many companies have gotten complacent. Firms in Singapore or Southeast Asia, for instance, do not appear to recognize or take seriously the risks coming from a potential trade war between the United States and China.
So Steam is no mere fledgling company--it is the Google/Amazon of PC gaming, a multi-billion dollar industry. Yet, when a single game they carried on their storefront pricked the religious sensibilities of authorities in Malaysia, they were pulled out by the ear and made to stand outside the class for an entire day. Hence, even if your product has all the bells and whistles, your company can face regulatory and other hurdles, along with newer policies that may block you from entering new or existing markets, and you may see your “disruptive” product fizzle out quickly.