William Shiue

Dr. William Shiue is a Lecturer at the Business School of British University Vietnam (BUV), specializing in Marketing Strategy, Digital Marketing, and International Marketing. He joined BUV in December 2024 and brings extensive academic and practical expertise to both undergraduate and postgraduate programs.

Education:

• Ph.D. in Marketing Strategy, 2024 – King’s College London, London, UK
• M.Sc. in Management and Systems, 2017 – New York University, New York, USA
• B.Sc. in Finance, 2006 – Pennsylvania State University, University Park, USA

Research Focus: Dr. Shiue’s primary research explores the application of Artificial Intelligence (AI) to enhance sales and service performance in retail banking, particularly in optimizing human cognition and frontline employee agility. His secondary research delves into Multi-Criteria Decision Making (MCDM) frameworks for evaluating influential factors in complex and dynamic business environments.

Publications Overview: His recent publications span journals such as Industrial Marketing Management, Journal of Multi-Criteria Decision Analysis, and Management Decision, focusing on AI-driven service flexibility, strategic decision models in auditing, and CSR-based employee care strategies.

Conference Presentations: Dr. Shiue has presented at leading academic conferences including the AMA Summer and Winter Academic Conferences and the EMAC Annual Conference, sharing insights on AI in marketing, service-sales flexibility, and international marketing performance.