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"Sierra Asia delivers. For us in China, they brought access, built bridges, developed commanding positions and accelerated accomplishment in China... and we have been working successfully in China for over a decade.""
Patrick Jenevein
CEO
Tang Energy Group

"Lee guided us through the ins and outs of the Chinese business and entertainment world, allowing us to avoid many of the common mistakes newcomers to China make."
Robert Nederlander
Jr. President
Nederlander Worldwide Entertainment

"I am particularly impressed with Paula's ability to connect with senior Chinese clients. Her proven track record in adapting and excelling in new business environments and her abilities to understand, appreciate and leverage unique cultural intricacies and nuances will be of particular value to her clients."
Charles Li
Chairman
JP Morgan, China

"Lee Sands was essential to our efforts to establish the first sanctioned Cooperative Joint Venture in the highly sensitive youth culture oriented music business in China. The depth of his cultural awareness, linguistic skills and familiarity with Chinese Government personnel and process were the practical key to our success in our market entry strategy."
John Dolan
Former Senior Vice President of Business Development
Sony Music

Lee's "tenacity and street smarts win raves from U.S. business."
Business Week

Lee was commended for "developing a negotiating strategy for persuading China to drop a range of restrictions on foreign companies, and to phase out protection for state-run industries."
The New York Times

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WHO WE ARE

Management Team


Joe Massey | Partner

Joe Massey has more than forty years Asian experience. Professor and Founding Director of the Center for International Business at Dartmouth's Tuck School of Business from 1992 to 2007, Massey taught graduate courses on doing business in China and Japan and ran Tuck's high-level international business conferences including the annual Tuck World Business Forum at Keidanren in Tokyo. He also initiated and directed Tuck's international business consultancy, which during his tenure conducted 115 assignments for more than 50 multinationals, local companies, NGO's and governments in over 30 countries.

In the course of directing the Tuck consultancy, Massey personally supervised nearly 30 projects in Asia. In addition to his Tuck School activities, he has advised numerous corporate clients on China and Japan business issues including market entry and regulatory and government relations strategies.

Massey was the lead US member of the team that launched Vietnam's first modern business school, the Hanoi School of Business at the National University of Vietnam in Hanoi. He supervised the training of 350 senior executives of companies that today account for more than 35 percent of Vietnam's GDP. In 2006 the Hanoi School of Business dedicated the Professor Joseph Massey Lecture Hall to honor him for his work in business education in Vietnam

From 1982 to 1992, Massey held White House posts at both the Office of the U. S. Trade Representative (USTR) and the Office of Policy Development. As Assistant U. S. Trade Representative for Japan and China from 1985 to 1992 he had primary responsibility for the development and implementation of U. S. trade policy and negotiating strategy toward Japan and the People's Republic of China. As chief U.S. trade negotiator with China and Japan during this period, he led U.S. negotiating teams in all talks with China, resulting in landmark agreements on intellectual property protection and market access, and with Japan in many sectors including autos, satellites, semiconductors, mobile telecommunications, pharmaceuticals, medical devices, insurance and agriculture among a host of others.

A frequent speaker to audiences around the globe, Massey has been a keynoter at Business Week's Asian Leadership Forum and an invited speaker at many leading universities and business schools, international organizations including the OECD in Paris and the International Business Leaders Advisory Council of the Mayor of Shanghai, as well as numerous industry and corporate seminars and conferences in Asia, the US, Canada, Europe and Latin America.

He has a Ph.D. from Yale and was a Visiting Research Scholar at Tokyo University.

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