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Elhaoussine Youssef is a researcher and professional from France. He has a scientific background in Physics, Chemistry, Analytical Chemistry, and Marketing and Entrepreneurship. He has been working in China for more than 5 years as a production manager for a French printing consumables retailer, developing a manufacturer network and monitoring production in China and Europe. In 2013, he decided to pursue an academic career. His research focused on consumer behavior in China. After that, he became a researcher for the Sun Yat-sen International School of Business and Finance, specializing in B2B branding strategies for Chinese factories and the Belt and Road Initiative. He is regularly invited by trade organizations to provide the latest developments on brand strategies. He is now an Assistant Professor at the Faculty of Business and Management of BNU-HKBU United International College. Dr Henni Appelgryn started teaching in China in 2007. He is a Lecturer in the Division of Business and Management (DBM) at United International College (UIC), where he has been since 2014. He received his PhD and DBA in Business Administration from the Swiss Management Center University, Switzerland in 2015. Additionally, he received his MBA from the University of South Africa. Before moving to China, he was an entrepreneur with more than 20 years of business experience in South Africa. Amalgamate his subject knowledge in Marketing Management and Entrepreneurship with his extensive experience in business complement his understanding of the global competitive entrepreneurial environment.

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