In This Section

"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
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
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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Speaking Engagements

Sierra Asia executives are regularly invited to speak to business groups around the world, providing valuable insights into the strategies and actions necessary to successfully operating in China.

Future Programs

California CPA Education Foundation
2008 Hi-Tech Financial Executives Conference
Date & Location:
Nov 20, 2008, San Jose, CA
Paula Beroza
Conference Contact:
Barbara Ranes, Associate Director, Conferences

Outstanding Directors Exchange
ODX International - NY
Date & Location:
Dec. 4-5, 2008, The Ritz-Carlton New York, Battery Park, Two West Street, New York, NY 10004
Lee Sands
Conference Contact:
Susan L. Daltroy, Event Production Manager,

Past Programs

AAMA Connect 2008 - Silicon Valley into the Next Decade
"The Epicenter of Global Transformation" – Panel, in Santa Clara, CA, October 2008

AAMA Connect 2007 - Technology's Middle Kingdom
"China's Rising Influence in Asia and the West" – Panel, in Santa Clara, CA, December 2007

International Business Forum, Shanghai International Forum of Private Equity and Venture Capital Investment
"An Insider's Guide to Venture Capital" – Panel, in Shanghai China, September 2007

Outstanding Directors Exchange Conference
"China: A Frontline Perspective" – panel, in New York City, June 2007

Dow Jones Asian Ventures Conference
"The Exit", in San Jose, December 2006

LA Venture Association, The China Factor conference – panel moderator
"Private Equity Investing in the Middle Kingdom" in Los Angeles, October 2006

The China Investor Forum 2006 Conference
"China: Bridge to a New Global Private Equity and Venture Model", in Pasadena, October 2006

America China Women Business Leaders conference Keynote speaker
"Beyond the Sabre Rattling, US – China Business Relations" in Bethesda, MD, October 2006

AAMA Navigating China conference
"Challenge of Becoming a Public Company in the US" in Santa Clara, CA, September 2006

Women in International Trade 2006 OWIT World Conference
"China from the Ground Up", in San Francisco, September 2006

Red Herring Asia Conference – Keynote Panelist
"Insights into Global Venture Capital" in Hong Kong, August 2006

US Dept of Commerce - How to Win in China conference
"Negotiating Strategies in China", in Houston, TX, May 2006