Nigel Barrett

Dr. Nigel Barrett holds academic roles as an Adjunct Professor at the University of Economics, Ho Chi Minh City, Vietnam, and Phranakhon Rajabhat University, Thailand, alongside being an Industry Fellow in the Marketing Discipline Group at the University of Technology Sydney (UTS). He previously served as Head of the School of Marketing at UTS (1992–98, 2005–07), Associate Professor (1990–2008), and Director of multiple programs including the UTS/Mahidol double-degree Masters Program. His expertise spans international marketing, with a focus on Asian markets, global branding, and the impact of digital technology on business expansion in emerging economies.

Education Background: Prior to academia, Barrett held management roles in Australian industrial and consumer goods companies, blending industry experience with academic rigor. His research emphasizes the internationalization of firms in Asia, leveraging digital tools and cross-cultural insights.

Research Interests: His work explores how firms in transitional markets leverage the internet for globalization, relationship quality in B2B contexts, and brand strategies in Vietnam, Thailand, and China. Notable areas include consumer ethnocentrism, hedonic shopping motivations, and signaling theory in export-import dynamics.

Teaching & Outreach: Barrett teaches international marketing across institutions in Shanghai, Thailand, and Vietnam, and advises on strategic partnerships between UTS and universities in Asia. He has led over 100 commercial market research projects for organizations in Asia, Europe, and beyond, focusing on market entry strategies and feasibility studies.

Professional Contributions: He serves on editorial boards for journals like International Marketing Review and Journal of Business-to-Business Marketing. His work has pioneered international marketing programs at UTS, including the Master of Business in International Marketing and the Market Strategy and Information Technology Group (MSAT).