I wouldn’t want to “calculate” normals within unity, since I’ve carefully crafted them inside 3ds max, using Edit poly smoothing groups (or simple Edit Normals modifier)
To fix this issue, make sure your object is editable mesh, and not editable poly.
Also, ensure the .fbx setting are setup as follows when exporting:
after this, come back to unity and your model will look correct (just make sure your unity’s import settings don’t have dropdown on “calculate normals” but indeed “import normals” (just to avoid any confusion for you newbies
One thing I noticed with 3DS Max 2013, there is a bug that flips the normals. If you have a mesh, select Editable Mesh → Show Normals On, Normals: Flip. Take a look at those as they do not reflect it in Max until you export to FBX or import in Unity.