معرفی
Dr. Ngoc Luu is an Associate Professor in Marketing (Strategy and Marketing) at the University of Sussex Business School, where she has been a faculty member since April 2016. She was promoted to Associate Professor in October 2023 and currently serves as the Course Director for the MSc in Marketing and Consumer Psychology. Her academic journey includes a PhD in Marketing from the University of New South Wales, Australia, a Master’s in Economic Development from Ritsumeikan University, Japan, and a Bachelor’s in International Business and Economics from Foreign Trade University, Vietnam.
Her research focuses on entrepreneurial marketing, innovation in SMEs, entrepreneurs’ emotions and behaviors, and firm performance. Key themes include entrepreneurial passion, emotional well-being, perfectionism, innovation strategies, and governance in buyer-supplier relationships. She has published in top-tier journals such as Long Range Planning, Industrial Marketing Management, and Journal of Small Business Management.
The most recent publications show a strong trend in psychological and behavioral aspects of entrepreneurship, particularly emotional exhaustion, passion, and paradoxical thinking in entrepreneurial contexts. Her work bridges marketing strategy with organizational behavior and well-being, often applying theoretical frameworks from transaction cost economics and social exchange theory.
She is actively involved in academic service, serving on the editorial board of the Australasian Marketing Journal and as an ad-hoc reviewer for journals including British Journal of Management and IEEE Transactions on Engineering Management.
Dr. Luu teaches a range of courses including Marketing Analytics and Metrics (undergraduate and postgraduate), Marketing for Startups, Empirical Project in Marketing and Consumer Psychology, and Digital Marketing. She has supervised postgraduate research projects and welcomes PhD proposals in entrepreneurial marketing and behavior.
