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.
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Vice Chancellor and President
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Associate Professor
Head, Centre for Research and Innovation
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Teaching Practitioner
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