The Founder
Willy Linder was a notable professor of economics at the University of Zürich and respected Editor-in-Chief of the business section of the prestigious Neue Zürcher Zeitung (NZZ).

During his university tenure, Professor Linder placed great emphasis on integrating Chinese students in his curricula. He had a strong affinity with China and wanted to make a sustainable contribution to the evolution of the Republic's economy.

His teaching activities resulted in numerous highlevel contacts with Chinese scientific, business, and political leaders who appreciated his acumen and dedication. It was in this context that Professor Linder was asked to develop a training program for Chinese executives in small and medium-sized enterprises (SMEs). As China moved to become a member of the WTO, this project gained great significance.

  

It was Professor Linder's personal conviction that Chinese entrepreneurs would benefit substantially by becoming more familiar with business practices in foreign markets that would be targeted by Chinese companies.