Xuan Huy Nguyen

Dr. Xuan Huy Nguyen is an award-winning Associate Professor in Marketing at the University of Sussex Business School, specializing in consumer behavior, brand management, and global marketing strategies. His research integrates quantitative methodologies like choice modeling and Bayesian statistics, with a focus on industries such as sports and automobiles. He holds a PhD in Marketing from the University of New South Wales and serves as an External Examiner at the University of East Anglia. Dr. Nguyen is a Fellow of the Higher Education Academy and advises Harvard Business Review's Advisory Council.

His teaching innovations, including cross-disciplinary approaches and inclusive education strategies, earned him the 2023 Teaching to Disrupt Award. He has also been a finalist in multiple Sussex Education Award categories (World Readiness, Inclusive Sussex, Better World) and contributed to global sustainability goals like Climate Action and Responsible Consumption. His academic journey spans roles from Lecturer (2017) to Senior Lecturer (2024) before his current position.

Research interests include entrepreneurial passion’s impact on innovation, consumer decision-making processes, and brand strategy in dynamic markets. He actively publishes case studies on automotive and beverage industries, alongside presenting at leading conferences such as INFORMS and the European Marketing Academy.

Award highlights include the World Readiness Award finalist status (2023) and sustained recognition for bridging academic rigor with real-world relevance. His multilingual proficiency (English, Japanese, Vietnamese) and international experience inform his globally oriented teaching modules.