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
Dr. Jane ZhangJane earned her PhD degree from the University of Bristol. She has held senior managerial positions in consulting firms, with clients including MNCs from Europe and SOEs/SMEs in China. Her most recent position was as Deputy Teaching, Learning & Social Specialist for Asia Development Bank (ADB), with a focus on supporting the development of public-private […]
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 […]
Senior Lecturer
Programme Lead - Computer Science
Raised and educated in India, Viju Prakash completed a Bachelor’s degree in Computer Science and Engineering from Anna University. Following graduation, in 2005, he completed a Master of Computer Science and Engineering from Anna University. He later completed his PhD titled, “A Power Aware Routing Protocol in Wireless Sensor Networks” in Computer Science and Engineering. […]
Deputy Vice-Chancellor and Vice-President
Professor Rick BennettRaised and educated in London, Rick completed undergraduate studies in the Fine Arts before working for 7 years within the UK film & television industry specialising in TV commercials and music video production. After emigrating to Australia in 1990, Rick worked at the University of New South Wales (in Sydney) where for 24 years he […]
Lecturer
Programme Lead - Digital and Social Media
Adrian joined BUV Hanoi in 2020, having previously taught at RMIT Vietnam for more than 10 years. Before teaching, he worked as a Training Manager in KPMG Malaysia, an international accounting firm headquartered in the Netherlands. Adrian also worked as a stock analyst and a real estate negotiator in Kuala Lumpur before finding his calling […]
Teaching Fellow
Pham Thuy DuongBorn in Hanoi, Vietnam, raised and educated in sunny Singapore. Duong completed here Bachelor Degree in Multimedia Design at Raffles’ College of Higher Education, Singapore. Following her pursuit of becoming a Graphic Designer, she set out to test her skills working in advertising and marketing agency. Landing her first job at DSTNCT Singapore in 2016, […]
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 […]
Academic Ambassador and Teacher, Corporate Training & Pathway
James McMillanJames was born in England, but spent his formative years not far from Vietnam, in Brunei. In 1986 James moved back to the UK with his family, where he remained until 2015. Following graduation in 1996, he embarked on a career in the financial industry, working for HBOS and then Lloyds Banking Group. Before leaving […]
Associate Lecturer
Don HickersonDon completed his degree in business administration from Confederation and immediately began working for BC Parks. It was here he fostered a reverence for outdoor recreation, beginning the process of certification from the Association of Canadian Mountain Guides. An unfortunate injury halted his career path resulting in a return to academia. Don subsequently completed an […]
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 […]
