Prof. Dr. Nguyen Thi Tuyet Mai
Dr Nguyen Thi Tuyet Mai is a Professor at the Institute for Sustainable Development, National Economics University. Dr Mai has developed and delivered a number of courses in marketing for undergraduate and postgraduate students, and research methodology (both qualitative and quantitative research) for PhD students. She has also conducted many academic research projects and consulting projects for various institutions and organizations in Vietnam. Her research has been published in reputable journals such as Journal of Business Venturing, Journal of International Marketing, Journal of Macromarketing, Journal of Public Policy & Marketing, Journal of Marketing Theory and Practice, Journal of Global Responsibility, Journal of Asia-Pacific Business, Asia-Pacific Journal of Marketing and Logistics, and Young Consumers. Dr Mai also has several books/book chapters published by Springer, Palgrave Macmillan, and Kluwer Academic.
Academic Qualifications
- 2003: Ph.D. in Marketing, National University of Singapore
- 1995: MBA, Boise State University
- 1983: Bachelor's in Economic Planning, National Economics University
Teaching
- Research Methods (quantitative and qualitative)
- Writing Skills (Ph.D. Programs)
- Behavioral Research Methods (undergraduate programs)
- Marketing (MBA & undergraduate)
Research Areas
- Consumer Behavior
- Macromarketing
- Business Entrepreneurship
Notable Publications
- Nguyen, M.H., Nguyen, T.T. Mai, & Do, T.D. (2025), “Does ethics matter in spreading negative word-of-mouth on social networking sites? A cross-cultural study,” Asia-Pacific Journal of Marketing and Logistics, online Sep. 2025.
- Lê Quang Cảnh, Nguyễn Thị Tuyết Mai, Bạch Ngọc Thắng, Hà Tuấn Anh, Phạm Thị Minh Thảo, Nguyễn Hoàng Linh, & Đặng Nguyên Anh (2024). Di cư nội địa ở đồng bằng sông Hồng và Đồng bằng sông Cửu Long: Vấn đề hiện nay và hàm ý chính sách. Quản trị và tham gia: Loạt báo cáo nghiên cứu thảo luận chính sách, Viện Phát triển Bền vững và UNDP tại Việt Nam.
- Nguyen, B.N., Nguyen, T.T. Mai, & Nguyen, B.M. (2023), “Understanding of consumers’ inconspicuous luxury consumption practices in Vietnam: an exploratory study from an ethical perspective,” Journal of Global Responsibility, 14(3), 295-309.
- Steinfield, L., Venugopal, S., Appau, S., Barrios, A., Dadzie, C., Gau, R., Holt, D, Nguyen, T.T. Mai, & Shultz, C. (2021), “Across Time, Across Space and Intersecting in Complex Ways: A Framework for Assessing Impacts of Environmental Disruptions on Nature-Dependent Prosumers,” Journal of Public Policy & Marketing, online 2021 (https://doi.org/10.1177/0743915620976563).
- Nguyen, T.T. Mai, Nguyen, H. Linh, & Nguyen, V. Hung (2019), “Materialistic values and green apparel purchase intention among young Vietnamese consumers,” Young Consumers, 20 (4), 246-263.
- Nguyen, T.T. Mai, Rahtz, D.R., & Shultz, C.J. (2014), “Tourism as Catalyst for Quality of Life in Transitioning Subsistence Marketplaces: Perspectives from Ha Long, Vietnam,” Journal of Macromarketing, 34 (1), 28-44.
- Nguyen, T.T. Mai & Smith, K. (2012), “The Impact of Status Orientations on Purchase Preference for Foreign Products in Vietnam, and Implications for Policy and Society,” Journal of Macromarketing, 32 (1), 47 – 55.
- Tambyah, S.K., Nguyen, T.T. Mai, & Kwon, J. (2009), “Measuring Status Orientations: Scale Development and Validation in the Context of an Asian Transitional Economy,” Journal of Marketing Theory and Practice, 17 (2), 175-187.
- Keh, H.T., Nguyen T.T. Mai, & Ng, H.P. (2007), “The Effects of Entrepreneurial Orientation and Marketing Information on the Performance of SMEs,” Journal of Business Venturing, 22 (4), 592-611.
- Nguyen, T.T. Mai, Kwon, J., Lantz, G., & Loeb, S. (2003), “An Exploratory Investigation into Impulse Buying Behavior in a Transitional Economy: A Study of Urban Consumers in Vietnam,” Journal of International Marketing, 11 (2), 13-35.
Contact
(Link to Google Scholar)
https://scholar.google.com/citations?user=fKbEnkhaY58C&hl=vi&oi=sra
Email: tuyetmaisdh@neu.edu.vn
