Your China Strategy Consulting Group is a senior partnership powered by Don Norris from Bamboo Strategy Inc. and Steven Cheng from EleNet International Ltd.



Don Norris

Don Norris is the president of Bamboo Strategy Inc., an independent consultancy that helps grow the effectiveness of marketing communications (marcom) for both marketers and marcom agencies.

In 2007, Don established Bamboo Strategy, after leaving his position as head of the China operations of the world’s largest advertising agency, McCann Erickson. From 2004 to 2007, Don and his family were based in Beijing, and Don travelled frequently to his firm’s offices in Shanghai and Guangzhou. Prior to his China posting, Don was based in Bangkok, Singapore and Sydney, and had Asia wide responsibilities that required constant business dealings with clients and consumers throughout Greater China.

For 23 years Don has worked in Canada and throughout Asia Pacific with the globe’s major advertising networks, providing effective integrated marcom programs to companies such as AMD, Coca-Cola, Chevron, Gillette, General Motors, Goodyear, Intel, J&J, L'Oreal, Labatt Brewing, MasterCard, Microsoft, Molson Coors Brewing, Nestle, Samsung and UPS.

His marcom experience extends beyond the traditional advertising arena, to cover the disciplines of qualitative research, promotions & events, digital & direct, healthcare, and retail. With a proven background in consumer insights, strategy, business development and training, Don understands that creating and nurturing relationships with consumers and employees in any culture is the only way to be effective.

Don was an inaugural board member of China’s 4A’s advertising association in Beijing, China. He holds an honours Bachelor’s of Business Management Degree from the Business School at Ryerson University in Toronto, is a guest instructor at the University of Alberta and NAIT in Edmonton, Canada.



Steven Cheng


Born, raised in China and educated in home and abroad, Steven Cheng in 1998 came to Canada after 20 years of a high profile business and government career in China. Steven is intimately familiar with China’s industry structure and economic system, having close connections with government and business officials in various industries and provinces.

Today Steven is based in Edmonton and is the Managing Director of Elenet International Ltd., a consultancy covering: information technology; education and e-commerce software development; international trade and business globalization strategies.

Prior to relocating to Canada, Steven was Regional Manager of Kodak in Western China, where he built Kodak’s distribution channels, retail networks, customer services and technical support programs related to commercial, professional and medical products, while establishing crucial relationships with local businesses and government departments. Before joining Kodak, Steven was a Senior Engineer and Supervisor with IMPREGILO, an Italian engineering company that built the world’s 3rd largest dam in China. Steven supervised site excavation, dam construction and main and sub-contract management.

From 1986-1992, Steven was a government officer in the Foreign Affairs Department of Science and Technology Commission of Sichuan. His expertise was technology search and investigation, technology transfer, project assessment, partner matching, project negotiation and on-going management. His position demanded meeting a great number of foreign business and government delegations, whom he would introduce and establish numerous investment and cooperation projects covering agriculture, education, light and heavy industry and high technology, and visiting a broad spectrum of industries and organizations around the world.

Prior to working in government, Steven was a technician and assistant Electrical Engineer at the Telecommunication Research Academy of Sichuan Province, where he participated in a number of research projects of long-distance communication, automatic control and was awarded state level prizes. 

Steven has both an Electrical Engineering and Business Administration education and was a past Vice Governor of Chamber of Commerce of America, and a member of Foreign Invested Enterprises Association of Sichuan.