China Advocacy Programme

In 2009 Star Alliance launched a communications campaign in China, which aimed to build familiarity and recognition amongst the countries ever-growing elite business-travel community.

The Star Alliance network partnered with the CNEMBA, a body of leading Chinese business schools for business executives and government officials, and jointly created a platform to ignite discussion on a central topic of business insights; a Chinese perspective. The initiative was launched with dual events in Beijing and Shanghai in September 2009, where CNEMBA members were asked to upload their unique business insights online, with the best pieces published in a campaign book; Worldwide Business: A Chinese Perspective. This is the first book of its kind written solely by EMBA students in China, offering tangible advice and learning’s on doing international business.


The articles for the book were selected by a panel of three successful Chinese business men – all of whom witnessed and played a part in the incredible growth of the Chinese business sector; campaign ambassador Andrew Wu who is the LVMH Group Representative Director for China has made a big impact on some truly global brands, Yuan Yue, Management & Communication Specialist and Chairman of Horizon Research Consultancy Group, and Bao Jiming, EMBA academic project leader.


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