Beatriz Irún, PhD is a Lecturer of Economics in the Business Department at ESIC Business and Marketing School in Valencia (Spain). Moreover, she is an Associate Professor of Marketing in the Department of Business Administration and Marketing at Universitat Jaume I (Spain). She has held C-level positions in private companies for more than 25 years in industries such as ceramic, toys, consulting and education. She was the CEO of a consulting firm while living in China, helping European companies reach the Chinese market. As a market expert, she was focused on infrastructure projects between European private companies and Chinese local companies and Governments cooperating with Dacheng Dentons law firm for more than 8 years. She was named Chinese expert in a United Nations program in 2013 and EUSME Beijing in 2016. She is a senior member of Cátedra China (Madrid). She published a book and four book chapters, all of them related to the Chinese market. She participated as a spokeswoman in international universities such as BISU (China), USIL (Peru), Caribe university (Colombia) among others. She is also a reviewer in Journal of Business Ethics and Editorial Reverté. She has participated in 16 international congresses. Other accomplishments include two winning projects as business mentor at Jaume I University.