Dr. William Shiue
William Shiue is a Lecturer at the School of Business at the British University Vietnam. He earned his Ph.D. in Strategic Marketing from King’s Business School, King’s College London (AACSB, EQUIS, and AMBA accredited), an M.Sc. in Management and Systems from New York University, and a B.Sc. in Finance from The Pennsylvania State University.
William’s research focuses on how artificial intelligence (AI) can be utilized to augment sales and services in retail banking, and how AI may cognitively enhance human performance in sales and service roles. His second research stream focuses on employing multi-criteria decision-making (MCDM) to identify and assess the most influential factors in dynamic and complex business settings.
William teaches Digital Marketing, International Marketing, and Marketing Strategy at both undergraduate and postgraduate levels. His teaching seamlessly combines academic rigor with practical application, offering valuable insights to both students and businesses.
ACADEMIC QUALIFICATIONS
- Ph.D. Strategic Marketing, 2024
King’s College London, London, UK
Thesis: Artificial Intelligence, Service-Sales Interface, and Frontline Ambidexterity - M.Sc. Management and Systems, 2017
New York University, New York, USA - B.Sc. Finance, 2006
Pennsylvania State University – University Park, State College, Pennsylvania, USA
PROFESSIONAL APPOINTMENTS
- British University Vietnam (BUV)
Lecturer (Dec. 2024 – Current)
RESEARCH AREAS / FIELDS
- AI in services and sales
- Dynamic capabilities
- Multi-criteria decision making (MCDM) model
RESEARCH PUBLICATIONS
- 1. Shiue, W., Tuncdogan, A., Wang, F., and Bredican, J. (2021). Strategic enablers of
service-sales ambidexterity: A preliminary framework and research agenda. Industrial Marketing Management, 92, 78-86. - 2. Shiue, W., Liu, J.Y., and Li, Z.Y. (2021). Strategic multiple criteria group decision-making model for continuous auditing systems. Journal of Multi-Criteria Decision Analysis, 28(5-6), 269-282.
- 3. Liu, J. Y., Shiue, W., Chen, F. H., and Huang, A. T. (2019). A multiple attribute decision making approach in evaluating employee care strategies of corporate social responsibility. Management Decision, 57(2), 349-371.
RESEARCH & CONFERENCE PRESENTATIONS / EXHIBITIONS
- 1. Shiue, W., Tuncdogan, A., and Barnes, S. (2024). Formal and informal organizational coordination mechanisms and frontline service-sales ambidexterity. AMA Summer Academic Conference.
- 2. Shiue, W., Tuncdogan, A., and Barnes, S. (2022). Effects of market orientation on service-sales ambidexterity in the age of AI. AMA Winter Academic Conference.
- 3. Shiue, W., Tuncdogan, A., Dogan, I. C., and Barnes, S. (2021). Thirty years of AI research in marketing: A bibliometric analysis. AMA Summer Academic Conference.
- 4. Shiue, W., Tuncdogan, A., and Barnes, S. (2021). Artificial intelligence and service-sales ambidexterity: A paradoxical approach. EMAC Annual Conference.
- 5. Shiue, W., Lo, H., and Chuang, Y. C. (2020). Assessing international marketing channel performance using a rough BWM model. AMA Summer Academic Conference.
- Share
Read more 
Senior Lecturer
Head Academic Quality
Dr. Jyotsna Ghildiyal Bijalwan is an academic, an author and researcher with a diverse international work experience in teaching undergraduate and postgraduate students. She holds Graduation and Master degrees in Commerce from University of Mumbai, India. She is also a Master of Business Administration (Finance) and MPhil. She got her doctoral degree in Management from […]
Associate Professor
Head, Centre for Research and Innovation
Assoc. Prof. Dr. Mike Perkins is the Head of the Centre for Research & Innovation at British University Vietnam, Vietnam. He holds a PhD in Management from the University of York, where he explored performance management in local policing services. His current research focuses on performance management, academic integrity, and the impact of Generative AI […]
Associate Lecturer
Programme Lead - Software Engineering
Born in Scotland, Fraser completed a Software Engineering degree (Bachelor of Engineering with Honours) from Edinburgh Napier University in 2013. With a primary focus on machine learning and genetic algorithms. After graduating, Fraser worked as a software developer in the oil and gas industry and as a cloud-based consultant developing and customizing customer relationship management […]
Lecturer
Programme Lead - International Business Management
Raised and educated in Chennai, INDIA, Varun completed a bachelor’s degree in Defense & Strategic studies from University of Madras. Following graduation in 2003, he completed a master’s degree in Mass communication & Journalism in 2005. He started his career as a Lecturer from Chennai. Varun completed National Eligibility Test in 2012 to become certified […]
Teaching Fellow
Julien PsomasAs Julien was studying for his BA Hons in Marketing in bonny Scotland, he discovered hospitality, its rhythm, its multicultural pool of talents, its long shifts, and the passion behind all this. Beside his studies, he worked in banqueting in St Andrews and later as a bartender. Julien quickly became team leader and got the […]
Teaching Fellow
Head of Pathways
Raised and educated in the North-East of England, Michael completed a Bachelor’s degree in Advertising & Media from Northumbria University, Newcastle. Following graduation in 2012, he was employed for 5 years in the UK music events & hospitality industry as a Marketing & Events Manager. During this time, Michael continued to pursue his passion for […]
Lecturer
Dr. Anam AshrafSoftware Engineering Lecturer with over 5 years of academic and industry experience. Holds a PhD in Management Sciences and Engineering from China (2025), and earned her Bachelor’s and Master’s degrees in Software Engineering from NUST, Pakistan (2015). Her research focuses on UX/UI design and user-centered computing. She has worked on software projects aimed at improving […]
Associate Lecturer
Ajay PillaiAjay Kumar Pillai is employed as a full-time faculty in British University Vietnam (BUV) and is the programme leader for Finance and Economics. He has an MBA from University of Surrey, UK and holds certificates from The Chartered Institute of Management Accountants, UK (CIMA) and The Institute of Company Secretaries of India (ICSI). His main […]
Senior Lecturer
Programme Lead – Professional Communication
Before joining BUV, Dr. Pham Hai Chung was a researcher at Harvard Kennedy School in the U.S. She earned her Ph.D. in Media and Communication from Bournemouth University, England, and holds an M.A. in International Journalism from Hong Kong Baptist University. Chung’s Ph.D research focuses on the evolving narratives of Vietnam, examining its war-torn past […]
Senior Teaching Fellow
Discipline Lead – Accounting, Finance & Economics
Maredi was raised and educated in South Africa. He studied Accounting at the University of Johannesburg where earned a Bachelor of Commerce and Honours in Accounting in 2006. He worked at Deloitte from 2007 to 2009 in assurance as part of the South African Institute of Chartered Accountants (SAICA) program where he successfully completed the […]
