Various forecasts have reflected a bright outlook for natural rubber (NR) both in the medium and long term. With the world economy expected to improve in the coming years, and considering especially the new market opportunities in the Asia-Pacific region, the demand for natural rubber is expected to increase. Upstream and downstream activities of the rubber sector should be integrated in a strategic alliance between producers and rubber product manufacturers. This paper will present some of the approaches adopted in Malaysia in meeting the challenges of the 21st century.