SHUK SINI: Understanding the Culture, Succeeding in Business

By Yael Einav

Ms. Einav has written extensively on conducting business in China. She is the author of a widely-read book, “SHUK SINI: Understanding the Culture, Succeeding in Business” (Ramot Publishing). The book was the first-ever book published in Israel on the topic, and has received enthusiastic acclaim from businessmen and companies, many of whom use it as basis for the in-house training of executives dealing with the Chinese market.

For the past 27 years, Ms. Einav regularly publishes articles in various magazines on the subject. She is a regular writer in “The Marker”, Israel’s leading financial newspaper, covering different aspects of the Chinese Business scene. Her opinion is often sought and presented in the various media channels.

Yael established and teaches courses on business in China for the Center for Academic Studies in Israel.