This year's World Exposition in Shanghai has been billed as one of the most important ever, but it comes at a difficult time for many world economies. This is not the moment to be splurging on taxpayer or shareholder-funded Expo pavilions and official trips to the Chinese business capital without good reason.

Mindful of this, China European International Business School in Shanghai, which collaborated with the Expo during the initial planning and development phase, has organised a calendar of events during the six-month world fair to promote itself while doing its bit to foster a growing business and academic relationship between China and Europe.

“There is a constant stream of businessmen and business school alumni visiting China,” says Pedro Nueno, professor of entrepreneurship at both Spain's Iese Business School and Ceibs. Prof Nueno is also co-founder and board chairman of Ceibs.