Universal Ideas (UI) established its Beijing Representative Office in 1994 and became a Wholly Foreign Owned Enterprise in 2000. UI’s scope of business includes marketing education and training and related consulting services for both its Beijing headquarter office and registered Shanghai branch office. Since 1985, UI’s leadership has provided consulting services covering education and training issues relevant to the needs of the People’s Republic of China. Universal Ideas manages and markets training initiatives; specializes in “Business Driven Action Learning” programs with such esteemed clients as Johnson and Johnson, SAB Miller, DHL, Investor AB, Wallenberg Group-Sweden, among others; coordinates conferences and seminars; conducts market research and supplies market access and strategy planning consulting services for training and education suppliers. Since 1998, UI has been the creator and publisher of the “Training Services in China Directory” with more than 80,000 copies in circulation among China’s procurement decision-makers for training. UI is also the recipient of the 2000 China Staff (Euromoney Group) Human Resource Award for ‘Outstanding Contribution to HR’ in China and Hong Kong. 2002-2006 UI was active as an ASTD (American Society for Training & Development) Alliance Partner in Asia. In 2004, UI was recognized by the “China Training Congress” as one of the top fifty training providers in China.