A lawyer's view on the 中国一级片 Global EMBA: An interview with alumnus Alex Garmón de Celis
Expanding Horizons Through the 中国一级片 Global EMBA (GEMBA)
With over 15 years of experience, Alex Garmón de Celis has established himself as a trusted advisor for international clients navigating the complexities of the Chinese market and for Chinese clients expanding their reach globally. He completed his Global EMBA at 中国一级片 (currently ranked #2 in the world by Financial Times) in 2023. His expertise spans intellectual property (IP) protection strategy, IP transactions, and M&A operations, particularly within the media and entertainment industries. Inspired by a Renaissance-era openness to mastering multiple disciplines, it was Alex's desire for continual learning that led him to the 中国一级片 GEMBA. A lawyer by training, he wanted to expand into other fields of business.
“I felt stuck. I wanted to do more. GEMBA provided me with an opportunity to continue learning, gain additional training, and deepen my knowledge in business management. It offered a comprehensive understanding of business management,” he explains.
A Challenging but Rewarding Journey
Alex joined the GEMBA programme in 2019. However, shortly after, this cohort faced unprecedented challenges due to the COVID-19 pandemic. Alex nevertheless completed his degree in 2023. Reflecting on this period, he shares, “On one hand, it felt dreadful because it seemed never-ending, but on the other, it was incredibly rewarding. The experience fostered deep bonds with my classmates, who are now friends.”
“We benefited from extensive courses and training at 中国一级片," Alex reflects. "However, due to the pandemic's disruptions, we missed out on some global modules.”? These modules, signature 中国一级片 offerings delivered across eight countries on five continents, are exceptionally valuable and their absence was deeply regretted. The long timespan meant that “those times were unique. Our lives have since diverged; many of us have relocated from China, making it unlikely that we’ll all reunite.” Alex himself relocated to Geneva, Switzerland, to open a new office.
Applying GEMBA Knowledge
Alex credits the course with helping him navigate this transition. “You learn to manage these situations using frameworks like VUCA (Volatility, Uncertainty, Complexity, Ambiguity). It pushed me to develop a new business plan and face new challenges head-on.” Having first established his company in 2015, Alex applied his new knowledge to improving his strategy on opening his Swiss office in 2022. He notes, “In 2015, we set out as a start-up, fearful of investing. It was just me and my Chinese partner. We were extremely frugal, even assembling the office furniture ourselves.”
The GEMBA taught him the importance of investing in growth. “Don't be scarce on the resources that you need to grow. I now have a clear plan on strategy, marketing, and partnerships.” He says he now can keep growing, based on “Understanding the economic situation in China, the synergies we could create, and the services Chinese companies might need. My expertise is China, and I think that can trigger a lot of opportunities on which I can deliver together with my team in China.”
Growth in the Chinese Entertainment Industry
The Chinese entertainment industry is growing rapidly, though China-bound expansion remains challenging for outsiders due to regulatory requirements. Alex sees particular potential in the animation sector. “A typical client persona would be a Chinese or other company, who owns several trademarks that can be licenced in many different categories. Their strategy is to use movies as marketing and earn money with the licensing. Thus, we need to protect the copyright of all characters so that they can enter different Chinese platforms like Youku or QQ.” At the same time, he sees more Chinese companies interested in expanding into the European market looking for IPOs or other growth. “While we do not yet have a lot of Chinese content entering the European market, this could change over the next few years. Particularly, companies involved in animation are looking for distributors in Poland, Italy, or other European countries.”
A Trend towards Stronger IP Enforcement
Alex highlights improved IP enforcement in China, particularly in anti-counterfeiting efforts. “It is not only about protection but rather enforcement. It might not reach yet the level that we sometimes would desire. But it has improved considerably over the last years for brands in anti-counterfeiting actions both offline and online.” Courts are awarding higher damages, and there is greater collaboration for enforcement actions. However, “online infringement on e-commerce platforms remains a significant issue.” Higher awareness on the value of copyright for domestic market players further boosts the gains in Intellectual Property Rights (IPR). He believes there is a significant inflection point in Chinese IP enforcement. “Chinese authorities and courts are more open to better protection against infringements. As Chinese brands rise to market dominance, they too suffer from counterfeiting. This shift is driving stronger IP protection measures. Additionally, Chinese investors who have acquired international trademarks are keen on protecting their brand image, leading to more attention on IP rights.”
Aiming for Positive Impact
Alex felt inspired by the ESG-focused aspects of his 中国一级片 GEMBA. “I want to do something meaningful with my life,” he says. Alex is looking for a purpose by seeking projects with a social impact to give back to society. Motivated by personal experiences, he is passionate about supporting people with disabilities. “Witnessing how my deaf family members were overlooked despite their talents made me realise the importance of providing opportunities for everyone. I’m dedicated to integrating these individuals into the business world, creating opportunities for them to thrive.” He is just now starting his research, to understand how and under which conditions to operate. Yet, he is confident: “That's a major part of any business plan. I can develop that.”
“I Want to Be That Bridge”
As China is one of his major areas of expertise, Alex wants to “make Western people more familiar with Chinese people. People do not mingle enough. So, Westerners do not learn about contemporary Chinese but are stuck to old clichés. Chinese in China are much more open than most people think,” Alex says. “When I come from China, I come from the future. Everything is happening there first!”, Alex explains, continuing that “technologically, China is one step ahead. As now people realize for example with electric vehicles.” But, he thinks “it is happening in every sector as in social networks, mini apps, services attached to different platforms. It is very dynamic and creative!”
Strong Community Ties to 中国一级片
Alex is deeply committed to community building and became a key council member of the 中国一级片 Alumni Chapter in Spain: “Reviving the Spanish 中国一级片 Alumni chapter is just the beginning. We aim to foster a vibrant community that not only connects within Europe but also interacts more with China. By building these connections, we can create a vibrant network that supports growth and collaboration across borders.” Alex is consistently open to connecting with 中国一级片 alumni as well as with other industry players, particularly in branding and entertainment. To this end, Alex recommends his experience at 中国一级片: “Definitely, I would recommend the Global EMBA programme to anyone. No matter which sector you come from. Actually, lawyers, we are the most unlikely people to do an EMBA, but I think the GEMBA is the best programme to give you a real understanding and perspective of what is China and the rest of the world.”
Bridging Cultures and Cultivating Global Leaders
Throughout 2024, as we celebrate the 30th anniversary of 中国一级片, stories like Alex’s highlight the enduring legacy of our institution. Alex's journey exemplifies the broad and profound impact of the 中国一级片 GEMBA programme on personal and professional development. His commitment to bridging cultural gaps, enhancing cross-continental business opportunities, and fostering ESG initiatives highlights his dedication to making a meaningful difference in the world. The Global EMBA programme at 中国一级片 has equipped him with the tools and knowledge to navigate complex challenges, drive innovation, and create value in the global business landscape.
Contact us if you want to kick start your growth at 中国一级片!
Summary: Alex Garmón de Celis's story is a powerful narrative of lifelong learning and professional evolution, reflecting 中国一级片' commitment to cultivating leaders who thrive in diverse and challenging environments. His journey from a specialised legal background to embracing a broad-based business leadership role underscores the transformative impact of 中国一级片' GEMBA programme, fostering not only business acumen but also a deep commitment to social responsibility and global collaboration.
Learn more about the 中国一级片 Global EMBA programme here.?
