IESE Professors Recognized for Work in China

Lured by China

Professors Pedro Nueno and Alfredo Pastor were honored in separate ceremonies held in Shanghai and Barcelona for their accomplishments in China. Prof. Nueno received Shanghai’s prestigious Magnolia Award, while Prof. Pastor received Spain’s Great Cross of the Order of the Civil Merit.

IESE Prof. Pedro Nueno received on Nov. 8 Shanghai's Magnolia Award for his contibutions to China while Prof. Alfred Pastor received on Nov. 29 the Great Cross of the Order of Civil Merit for working to strengthen Chinese-Spanish relations. The two events underscore the efforts of two IESE professors to create and establish a business school in China.

"The history of CEIBS began like a joke," quipped Prof. Nueno, during his remarks at the ceremony recognizing Prof. Pastor. "There once was a German, a Frenchman, an Italian and a Spaniard..." Also receiving Order of the Civil Merit was Zhan GuoHua and David Gosset.

Prof. Nueno recalled his arrival in China to start up an MBA program in Beijing in 1984 and in 1994 a business school, The China Europe Business School. "We designed a model business plan that included all the main characteristics of the project, which was shown to the public, as well as the world through Business Week magazine," he said. "It was a dream back then, and now it is a dream fulfilled which has exceeded all expectations."

China at the time was relatively unknown territory for global business, a sharp contrast with today. Twenty years ago, few people knew the country well. One of those people, however, was Pedro Nueno, who - representing IESE - took on the challenge of launching a new business school there. He currently serves as president of the school's academic committee.

Prof. Nueno went on the analyze the development of China and the perspective that multinationals hold of the economic advancement of the country and its operations. China is clearly integrating within the global panorama, he remarked.

Alfredo Pastor, who holds the Spanish Chair at CEIBS, served as the school's dean from 2001-2004. During his three years at the helm, the school and its programs grew considerably, becoming a reference point in business education in Asia and throughout the world.

Prior to his departure to China, Prof. Pastor occupied a "dangerous" office, which was adjacent to Nueno's, joked Prof. Nueno. He had to pass by Prof. Nueno's office to access his own everyday.

"I don't know why, but everyone who has to pass in front of my office ends up going to China," he said.

Prof. Nueno described Pastor's leadership at CEIBS as "spectacular." Referring to Zhang GuoHua, the first professor to join CEIBS and who currently servces as vice-president of the school, Prof. Nueno noted how he took on the risk of leaving a comfortable university post to begin working at CEIBS.
David Gosset, a CEIBS faculty member and director of the Sinica Europaea Academy, was cited for his contributions and great enthusiasm.

Prof. Pastor summed up his experiences in China, and offered his perspective after having returned to Spain.

“Power can't get you everything, but influence can get you many things. And influence is gained by working for an institution, without imposition, and earning the respect of the people you work with. This principle can be applied in any company and also to Europe," remarked Prof. Pastor upon receiving his award.

"The United States has the power, and Europe does not. But Europe can have a lot of influence and perhaps this is the role that we are destined to play," he said.

Also participating in the Barcelona ceremony was Spain's former ambassador to China, Eugeni Bregolat, and Dean Jordi Canals.

Just a few days earlier, Prof. Nueno had received the Magnolia Award during a ceremony in Shanghai.