Associate Professor Hoang Viet Nguyen is Vice President of Thuongmai University, Vietnam. He is currently leading the Business Sustainability Research Group hosted by the university. His broad research areas include consumer behaviour and strategic management. Viet has published his work in several well-known journals such as the International Journal of Bank Marketing, Leisure Studies, British Food Journal, Publishing Research Quarterly and Social Responsibility Journal, among others. He has also obtained several research grants at the ministry, provincial and national levels.