Dr. William Shiue
The Business School

Dr. William Shiue

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.
Dr. William Shiue
Dr. William ShiueRead more
Michael Lomax

Teaching Fellow
Head, Pre-University

Michael Lomax

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 […]

Bui Hoang Ha Chau
School of Computing & Innovative Technologies

Teaching Practitioner

Bui Hoang Ha Chau

Chau is a seasoned professional in software development, particularly in game development, with over 10 years of experience. He graduated from FPT University with a Bachelor’s degree in Software Engineering in 2017 and later earned a Master’s degree in Software Engineering from FSB (FPT School of Business & Technology). With a deep passion for technology […]

Professor Rick Bennett

Deputy Vice-Chancellor and Vice-President

Professor Rick Bennett

Raised 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 […]

Dr. Kumarashvari Subramaniam
The Business School

Lecturer
Discipline Lead - Business (Management, Marketing)

Dr. Kumarashvari Subramaniam

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 […]

Dr. Ali Al-Dulaimi
School of Computing & Innovative Technologies

Head of School, School of Computing & Innovative Technologies

Dr. Ali Al-Dulaimi

An instructor with a Ph.D. and around 25 years of cross-disciplinary experience, with a long list of skills and certificates. Throughout his international career, Dr. Al-Dulaimi held different roles: teacher, lead teacher, head of department, lead instructor, research team leader, and Quality & Project manager. Using his solid academic foundations and extensive professional experience, he […]

Darius Postma
The Business School

Associate Lecturer

Darius Postma

Raised in South Africa, Darius emigrated to the UK in 2003, working in various hospitality management roles. He completed a BTEC Level 7 Extended Diploma in Strategic Management and Leadership through Brighton School of Business and Management in 2014. In 2015 he relocated to Vietnam to manage a 5* Luxury Cruise Boat in Ha Long […]

Scott David Cooper
School of Communications & Creative Industries

Senior Teaching Fellow
Programme Lead - Contemporary Creative Practice

Scott David Cooper

Raised and educated in New York, New York City, Scott completed a Bachelor degree in Media Communications (Animation, Cartooning, Illustration) from the School of Visual Arts 1986. Following graduation in 1986, he moved to California for a job in animation field with Filmation that fell through. This encouraged him to explore the new world of graphic […]

Richard Paul Child
School of Communications & Creative Industries

Senior Teaching Fellow

Richard Paul Child

Raised and educated in the UK, in 1995, Richard completed a Bachelor’s degree in Visual Arts from De Montfort University. In 1999, he graduated with a Master of Art in Visual Communication from The Birmingham Institute of Art & Design. After graduation, Richard worked in various freelance design roles across the Midlands and North-East England. […]

Dr. Mark Wheaton
The Business School

Head of School, The Business School

Dr. Mark Wheaton

Raised and educated in Australia, Mark completed a bachelor’s degree in economics as a mature student at Adelaide University. Following graduation in 1983, Mark commenced employment as an Accountant for a subsidiary of BHP, in Sydney. Many positions followed working in government and banking until the year 2000 when he establishes a successful accounting business. […]

Ajay Pillai
The Business School

Associate Lecturer

Ajay Pillai

Ajay 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 […]

DMCA.com Protection Status