April 21, 2008. CEIBS International Relations Office -- CEIBS Management Professor Juan Antonio Fernandez today presented a lecture on “Challenges in Doing Business in China” to an audience of Italian executives and CEIBS Alumni in Milan. The event was the first in a series of China Executive Seminars co-organized by CEIBS’ new partner in Italy, Fondazione Italia Cina.  

In his lecture, Prof. Fernandez outlined several case studies of multinationals entering the China market based on his successful book China CEO, coauthored in 2006 with CEIBS External Communications Director Laurie Underwood. His tips for succeeding in China included: define your entry strategy, be persistent and prudent, protect your IPR, focus on HR, and give autonomy to your China operations. “China is not a developing country” he said “but a superpower coming back.” 

Professor Juan Antonio Fernandez

Fondazione Italia Cina Managing Director Alcide Luini was among the attendees clearly impressed by the presentation. “Professor Fernandez has pointed out the real problems which a manager faces when doing business in China. Moreover, he provided deep insights and variety of examples and quotations from top executives which were very easy to grasp by the participants,” said Mr. Luini. “I am sure that after the outstanding presentation of Prof. Fernandez, even senior managers were eager to know more about China."   

Prof. Fernandez’s lecture was followed by a lively Q&A and a dinner with attendees from Fondazione Italia Cina, CEIBS International Relations Office Director Seanie Comerford, CEIBS Italian Alumni Ambassador Pier Giraudi and other alumni.  

The next CEIBS - Fondazione Italia Cina China Executive Seminar will take place on Friday May 16 in Milan, featuring CEIBS Professor Jaume Ribera.  

For further details please contact the Director of CEIBS International Relations Office: Seanie Comerford; cseanie@ceibs.edu. Or see www.ceibs.edu