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 
Head of School, The Business School
Dr. Dong Manh CuongDr. Dong Manh Cuong is currently the Head of The Business School at British University Vietnam (BUV). He has many years of teaching experience at both domestic and international universities, delivering international programmes offered by institutions such as RMIT, San José State University, Troy University, St. Francis University, etc. His research focuses on applied econometrics […]
Senior Teaching Fellow
Sven PfrommerSven is a well-rounded creative director & visual artist, with a background in visual communication and 20+ years of industry experience. He was running a design & advertising agency and established a gallery for contemporary photography in the art capital Berlin. Sven was born in Berlin, studied visual communication design at the HAWK University of […]
Senior Teaching Fellow
Lee McMillanRaised and educated in the UK, Lee holds a TEFL, PGDBJ and an MA Degree in History from the University of Glasgow. Lee moved to Vietnam in 2015 working as an IELTS teacher, examiner and VTV4 presenter before starting her role at BUV in 2018 under part time employment as an English teacher. In 2020 […]
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 […]
Lecturer
Discipline Lead - Business Postgraduate Programmes
Born in Hubei, China, Tingting completed a Bachelor’s Degree in Business Administration in 2008 and a Master’s Degree in Marketing Management in 2010 from Wuhan University. Then Tingting achieved her degree of Doctor of Philosophy in Marketing from City University of Hong Kong in 2015. She was also a visiting scholar at the University of […]
Dean (Higher Education)
Dr. Mark WheatonRaised 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. […]
Senior Teaching Fellow
Joey LaiJoey is from Malaysia, and she has been teaching at international universities/colleges for more than 15 years. Before joining the education industry, she had worked in banking and financial services in Malaysia. Joey came to Vietnam in 2007 and has served in BUV since 2016, leading the Accounting and Finance (AF) programme. In addition, she […]
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. […]
Senior Lecturer
Dr. Valentina VidutoDr Valentina Viduto is a UK-based cybersecurity academic, researcher, and digital risk strategist with over 15 years of experience advancing the security and resilience of complex systems. She holds a PhD in Computer Science from the University of Bedfordshire, specialising in cyber risk modelling and decision analytics. Her interdisciplinary portfolio includes leading projects across cybersecurity, […]
Senior Lecturer
Dr. Shashi ChaudharyShashi, born and raised in Nepal, completed a Bachelor’s degree (BA) in Economics and Mathematics and a Master’s degree (MA) in Economics from Tribhuvan University, Nepal. He started his career in higher education as a Lecturer in Economics at the School of Business, Pokhara University, Nepal, where he worked for two years before moving to […]
