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 
Lecturer
Dr. Hoang TaDr. Ta pursued his passion for finance by completing a Bachelor degree with First-Class Honours in Banking and International Finance from Foreign Trade University (2016). He later continued his education in the United Kingdom, earning a Master of Science with Distinction in Banking and Finance from King’s College London (2017). In 2024, he completed his […]
Teaching Fellow
Sandra SchneidermanSandra is Student Success Lead and a Teaching Instructor. She liaises with faculty and students to develop individualised success lessons and learning plans. Raised in New Zealand and educated in Australia, Sandra received her Bachelor of Education and Master of Education at The University of Melbourne. She also has a Post-Graduate Certificate in Gifted Education […]
Senior Lecturer
Discipline Lead - Business (Management, Marketing)
Coming from the serene coastal town of Port Dickson, Malaysia. Dr. Ash embarked on an academic journey that culminated in remarkable achievements. She secured a Bachelor’s degree in Business Administration and a Master of Science in International Marketing Management from the Robert Gordon University (RGU), UK. Her thirst for knowledge led her to Postgraduate Studies […]
Head, The Graduate School
Assoc. Prof. Marton RaczBorn and raised in Budapest, Hungary, Marton completed his studies in Economics and Gender Studies before earning his PhD in Management from the University of Leicester, UK. He has previously held academic positions in the UK at the universities of Leicester, Essex, and City St George’s, and most recently, he served as Rector at International […]
Senior Teaching Fellow
LTM Maredi (In Memoriam)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 […]
Associate Lecturer
Alex Gaja OrtegaAfter completing a Master’s Degree in Architecture and various other academic, professional and research experiences in Spain, Poland, France and Japan, in 2015, Alex arrived in Vietnam, where he developed his career both in design consultancy for international offices and higher education. Among his recent professional milestones worth highlighting is the Cityscape Awards in 2019 […]
Lecturer
Dr. Chris KirraneChris, originally from the UK, has built a distinguished career abroad, specializing in economics, international political economy, and education. He holds a Ph.D. focused on the Asian Currency Crisis, along with a Master’s in International Political Economy, a PGCE in Tertiary Education (Economics), and a B.A. (Hons.) in Politics and Economics. With extensive experience in […]
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. Dang Quang VinhVinh graduated with a Bachelor’s degree in Computer Science from Vietnam National University – Hanoi in 2009. He earned his PhD in Computer Science from Université de Lorraine in 2018, completing his thesis under the supervision of Prof. François Charoy and Dr. Claudia Ignat at Inria Nancy Grand-Est, France. He also holds a Bachelor’s degree […]
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 […]
