He helps business leaders understand the commercial and institutional context of an opportunity, identify the relevant decision-makers and prepare for substantive discussions with partners, industry and government. His work often involves negotiations between organisations with different priorities, sensitive stakeholder relationships or projects that need a fresh approach to move forward.
His Malaysian experience includes advisory and industry-development work with the Northern Corridor Implementation Authority and the East Coast Economic Region Development Council, as well as representation of Bayern International. His work on Malaysia’s recreational-vehicle industry involved seven ministries and 25 government agencies, alongside international manufacturers and industry organisations. These assignments have given him practical insight into the investment, regulatory, infrastructure and partnership considerations that determine whether a commercial proposal can progress.
Bernhard’s approach to relationships is long term. He places particular importance on integrity, discretion, understanding the interests of the people involved and following through on commitments. For clients, his contribution extends beyond introductions: preparing a credible proposition, understanding potential points of disagreement and helping the parties establish a sound basis for cooperation. His experience of building businesses also keeps those discussions grounded in commercial realities.
His engagement with Malaysia began through international trade and economic-development work in Florida in the early 2000s. He led the Asia Committee, worked with Enterprise Florida and advised the Governor of Florida on international engagements. His work included US-Malaysia trade missions and support for the establishment of MATRADE’s Miami office. He has since been extensively involved in business missions and investment cooperation between Malaysia and Europe.
Bernhard is committed to helping international companies understand Malaysia’s capabilities and its potential role in their ASEAN strategy. He approaches that work with a long-term interest in both the client’s success and Malaysia’s development. The objective is cooperation with a clear commercial rationale and mutual benefit, supported by relationships that remain useful well beyond the initial meeting or agreement.
He also serves as Ambassador to Malaysia for the World Economic Council and the International Economic Senate.