NGUYEN Arthur

Arthur NGUYEN is a Lecturer in Marketing at iaelyon School of Management, Jean Moulin University, and a member of the Magellan Research Laboratory since 2019. He manages the Master 1 International Business Realities program and teaches courses including International Marketing, Global Consumer Experiences, and ESG Risks. Specializing in social anthropological approaches, his research examines glocalization and market system dynamics in emerging Asian markets.

• Research focuses on co-evolution of markets and actors
• Key interests: cultural product markets (music, books, fashion)
• Active in international conferences (Transformative Consumer Research, Macromarketing Conference)

In 2022, he received the Atlas-AFMI Best Paper Award for his work on K-pop market dynamics in Vietnam. He serves as a reviewer for the Journal of Business Research and is affiliated with the GIT-AFM Marketing and Distribution in Emerging Countries research group.

• Teaching areas: International Marketing, Strategic Marketing
• Key courses: Global Consumer Experiences, Marketing Strategy Implementation