My-Trinh Bui, PhD
College of Arts and Sciences
Adjunct Faculty
Biography
Dr. My-Trinh Bui is an Assistant Professor at the International School, Vietnam National University of Hanoi, Vietnam, and an Adjunct Professor at VinUni and Swinburne University of Technology, Vietnam. She graduated from National Cheng Kung University and spent years as a senior business and marketing specialist in Taiwan-based diversified corporations. Her research appeared in Cornell Hospitality Quarterly Journal, International Journal of Innovation and Technology Management, Journal of Hospitality and Tourism Insights, Journal of Enterprising Communities: People & Places, Business: Theory and Practice, Heliyon, Contemporary Economics, and many others.
- E-business
- E-marketing
- Virtual community and platform
- Digital business ecosystem
- Innovation
- Tourism
- CSR
- Creative culture.
My teaching interests center around business management, marketing, international economics, and research methodology, with a particular focus on the integration of theory and practice in a global context. I am passionate about teaching Business Organization and Management, helping students understand organizational behavior, management functions, corporate social responsibility, and organizational change. I am equally enthusiastic about International Economics, where I guide students through global trade theories, policy analysis, and the political economy of international markets.
In the marketing field, I am committed to delivering courses such as Marketing Insights, Marketing Management, Service Marketing, Marketing in Banking, Marketing Planning and Strategy, and Marketing Research/Analytics. These subjects enable me to equip students with analytical frameworks, strategic thinking, and practical tools necessary for modern marketing and customer engagement, with a strong emphasis on data-driven decision-making and sustainability.
I also have a strong interest in Scientific Research Methodology and Processing Quantitative Research, where I enjoy mentoring students in research design, data analysis, and empirical investigation techniques essential for academic and business research. Additionally, I am engaged in courses like People and Organization, fostering students’ understanding of organizational dynamics, leadership, and human resource management.
My goal is to create dynamic and interactive learning environments that encourage critical thinking, creativity, and global business awareness, preparing students to lead and innovate in increasingly competitive and socially responsible markets.
· My-Trinh Bui, Jyh-Fu Jeng Don, Cong-Tuan Dao (2025) Coping with pandemic shock to enhance individual’s performance: A cross-national study, Contemporary Economics. doi: 10.5709/ce.1897-9254.555
· My-Trinh Bui, Jyh-Fu Jeng Don, Huy-Hung Ta (2024) Accelerating Digital Supply Chain Management Practices, Customer Development, and Firm Performance: Organizational Culture Matters, Contemporary Economics. DOI: 10.5709/ce.1897-9254.525
· My-Trinh Bui, Jyh-Fu Jeng Don (2025) Examining How Individual Mobilities Cultivate Citizenship Behaviors In The Smartphone-Based Digital Business Ecosystem, International Journal of Internet Marketing and Advertising (ISI/Scopus), (printing)
· My-Trinh Bui, Thi Thanh Huyen Tran (2023) The internal and external effect of environmental complexity on business responses: A PLS-SEM and artificial neural network approach, Journal of Hospitality and Tourism Insights (ISI/Scopus Q2). DOI: 10.1108/JHTI-03-2023-0147, Project Funded By National Foundation For Science And Technology Development (Nafosted) Under Grant Number 502.02-2019.310
· My-Trinh Bui, Hong-Minh Phi (2023). Capturing innovative business response in times of pandemic, International Journal of Innovation and Technology Management (ISI/Scopus Q2) https://doi.org/10.1142/S0219877023500281, Project Funded By National Foundation For Science And Technology Development (Nafosted) Under Grant Number 502.02-2019.310
· My-Trinh Bui, Huong-Linh Le (2023) Digital capability and creative capability to boost firm performance and formulate differentiated CSR-based strategy, Heliyon (ISI/Scopus Q1), https://doi.org/10.1016/j.heliyon.2023.e14241
· Thi Mai Le, My-Trinh Bui (2022) Information Source And Destination Choice: Mediation Of Perception Of Covid-19 Pandemic Impacts And Perception Of Destination, Business: Theory and Practice (ISI/Scopus), Vol. 23(2), 266–276. https://doi.org/10.3846/btp.2022.14852
· My-Trinh Bui, Don Jyh-Fu Jeng, (2022) Capture Coproduction Behavior in Networking Alumni Communities: Progress from Platform Belongingness, Knowledge Sharing, and Citizenship Behavior. Journal of Enterprising Communities: People and Places in the Global Economy (ISI/ESCI, Scopus Q2), Vol. 16 No. 1, pp. 46-73. https://doi.org/10.1108/JEC-08-2021-0112
· My-Trinh Bui, Don Jyh-Fu Jeng, Thi Mai Le (2021) How Individual Experiential Fit Drives Mobile Platform Cocreation-supportive Behaviours In A Digital Business Ecosystem. WSEAS Transactions on Business and Economics (ISI/Scopus), Volume 18, 2021, p.1137-1148. ISSN / E-ISSN: 1109-9526 / 2224-2899, DOI: 10.37394/23207.2021.18.107
· Thi Mai Le, Shu-yi Liaw, My-Trinh Bui (2020) The Role of Perceived Risk and Trust Propensity in The Relationship Between Negative Perceptions of Applying Big Data Analytics and Consumers’ Responses. WSEAS Transactions on Business and Economics (ISI/Scopus), Volume 17, 2020, pp. 426-435. ISSN / E-ISSN: 1109-9526 / 2224-2899, https://doi.org/10.37394/23207.2020.17.41
· My-Trinh Bui, Don Jyh-Fu Jeng, and Chinho Lin. (2014) The Importance of Attribution: Connecting Online Travel Communities with Online Travel Agents. Cornell Hospitality Quarterly [Scopus, SSCI, Q1] ISSN: 1938-9655, https://doi.org/10.1177/1938965514530493
· Phí Hồng Minh, Bùi Mỹ Trinh, Nguyễn Cao Đức, Định hướng giáo dục con người ở một số quốc gia châu Á và hàm ý cho Việt Nam, Khoa học xã hội Việt Nam, Số 4-2021, ISSN 1013-4328, trang 50-64
· Hong-Minh Phi, My-Trinh, Bui. (2019) Hệ giá trị cốt lõi của Singapore: Nhìn từ lý thuyết văn hóa của Hofstede. Tạp chí NC Đông Nam Á. ISSN: 0868-2739
· Phí Hồng Minh, Bùi Mỹ Trinh. (2020) Tạp chí Nghiên cứu ĐÔNG BẮC Á, Giáo dục giá trị ở Nhật Bản, Trung Quốc: nội dung và hàm ý cho Việt Nam (http://www.inas.gov.vn/tapchi.php?id=130) ISSN: 2354 – 077X (Bài viết là kết quả nghiên cứu của đề tài Nhà nước Những vấn đề lý luận và thực tiễn về sức mạnh mềm văn hóa Việt Nam, Mã số KX.01.16/16-20 thuộc chương trình Khoa học và Công nghệ trọng điểm cấp quốc gia giai đoạn 2016-2020: “Nghiên cứu những vấn đề trọng yếu về khoa học xã hội và nhân văn phục vụ phát triển kinh tế xã hội”, Mã số: KX.01/16-20
· Phí Hồng Minh, Bùi Mỹ Trinh, Võ Minh Hùng (2025) Nghiên cứu Đông Bắc Á số 2 (272) – 2025, Những điều chỉnh chiến lược của Nhật Bản từ 2010 đến nay và tác động đến cục diện châu Á, ISSN: 2354 – 077X (Bài viết là sản phẩm của đề tài cấp Bộ “Cục diện châu Á (Đông Bắc Á, Đông Nam Á, Nam Á, Trung Á, Tây Á) đến năm 2030, tầm nhìn đến giữa thế kỷ 21, tác động đối với cục diện thế giới đến năm 2030” thuộc Chương trình “Nghiên cứu cục diện thế giới đến năm 2030 phục vụ mục tiêu hội nhập và phát triển đất nước giai đoạn mới” )
· +40 Conference papers
- National Cheng Kung University, Institute of International Management, PhD
Major: IT Strategic Management, Marketing Management
Dissertation topic: How Individuals Form Their Building Behaviors in Online Social Networks: Examining Fit, Sense of Belonging, Social Influence
Supervisor: Dr. Don Jyh-Fu Jeng, Professor, Graduate Institute of Technology Innovation and Intellectual Property Management, Director, DBA Program, College of Commerce, National Chengchi University Taiwan
- Southern Taiwan University of Technology (STUT), International Master Business Administration (IMBA)
Major: E-business
Thesis Title: Perception of Ecommerce: A comparison between Vietnamese and Taiwanese business managers
Supervisor: Dr. Wurong Shih, Professor, Department of Industrial Management and Information, Southern. Taiwan University of Science and Technology, Taiwan
- Vietnam National University, Hanoi (VNU), College of Business and Economics (CBE)
Major: Political Economics- Honors Program
Foreign Economics – Full-time Program
Thesis Title: Vietnam’s service industry development: situations and solutions
Supervisor: Dr. Danh-Ton Le, International Higher Education Francophone Institute
Project Grant and Fellowships
2020-2023 Project Funded By National Foundation For Science And Technology Development (Nafosted) Under Grant Number 502.02-2019.310 (ID: 10500) (COMPLETED)
Factors influencing organizational innovation and innovative performance in tourism industry (Các yếu tố ảnh hưởng đến đổi mới tổ chức và hiệu suất đổi mới trong ngành du lịch) Principle, Completed
2025-2027 Tăng Cường Lợi Thế Cạnh Tranh Bền Vững Và Hiệu Quả Hoạt Động Của Các Trường Đại Học Tại Việt Nam: Vai Trò Của Chia Sẻ Tri Thức Từ Đội Ngũ Nhà Khoa Học Hồi Hương. 503.01-2024.13 (ID: 11594)-NAFOSTED (member)
2022-2024 Cục Diện Châu Á (Đông Bắc Á, Đông Nam Á, Nam Á, Trung Á, Tây Á) Đến Năm 2030, Tầm Nhìn Đến Giữa Thế Kỷ 21, Tác Động Đối Với Cục Diện Thế Giới Đến Năm 2030 (Thuộc Chương Trình: Nghiên Cứu Cục Diện Thế Giới Đến Năm 2030 Phục Vụ Mục Tiêu Hội Nhập Và Phát Triển Đất Nước Giai Đoạn Mới). Tên Tổ Chức chủ trì đề tài: Viện Nghiên Cứu Đông Bắc Á (member)
2022-2024 Tác động của chính sách hỗ trợ tiền điện, thu nhập tăng thêm và biến đổi khí hậu lên nghèo đói và bất bình đẳng về tiêu thụ điện năng ở Việt Nam 502.01-2021.22 (ID: 937) -NAFOSTED (member)
2025-2027 Nghiên cứu đề xuất giải pháp tăng cường tính xác thực, sáng tạo trong hành vi mua sản phẩm và dịch vụ của công nghiệp văn hóa và sáng tạo (Nghiên cứu trường hợp ẩm thực và du lịch ở Hà Nội) Vietnam National University Hanoi QG.25.126
Academic Award
Van T. Thao (Dong A University), Bui M. Trinh (IS-VNU), Motonari Tanabu, Nguyen A.Hao (Yokohama National University, Japan) (2023) Antecedents and consequences of online impulse buying: empirical study in Vietnamese live commerce, The 11th International Conference On Emerging Challenges, Best Paper Award
My-Trinh Bui, Don Jyh-Fu Jeng, Huy-Hung Ta (2021). Managing Firm Performance Through Covid-19: Roles Of Organizational Culture And Digital Supply Chain Management Practices, Customer Development. 2021 Global Fashion Management Conference at Seoul/ 2021 Korean Scholars of Marketing Science International Conference, https://doi.org/10.15444/GFMC2021.03.03.03, ISSN 2288-825X, Best Paper Award
My-Trinh Bui, Hong-Minh Phi, and Thi-Thanh-Huyen Tran (2020). Firm Innovation In response to Pandemic crisis: The role of Innovative inbound collaboration, Status certainty, and Technology Speed. THE 8th INTERNATIONAL CONFERENCE ON EMERGING CHALLENGES: CONTEMPORARY ISSUES ON INNOVATION AND MANAGEMENT 978-604-316-008-6. Best Paper Award
Bui, M.-T, Jeng, D. J. -F and Lin, C. (2012). Assessing information quality, attributional responsiveness and behavioral intentions in online travel community affiliation. Proceedings of the Second Conference of the International Network of Business and Management Journals, Valencia, Spain, March 20-22, Best Paper Award.
Best teaching performance
Best teaching performance evaluated by VNU-IS’s students, the Academic year 2022-2023
Best teaching performance evaluated by VNU-IS’s students, the Academic year 2021-2022
Best teaching performance evaluated by VNU-IS’s students, the Academic year 2019-2020
Best teaching performance evaluated by VNU-IS’s students, the Academic year 2018-2019
Emulative soldier at the grassroots levels, the Academic year 2019-2020
Advanced labor, the Academic year 2018-2019
Supervisor of students participating in the Student Scientific Research
2024 Certificate: Supervisor of students participating in the Student Scientific Research, school year 2023-2024, 2nd Prize, Vietnam National University Hanoi
2024 Certificate: Supervisor of students participating in the Student Scientific Research, school year 2023-2024, 1st Prize, Recognized by International School, Vietnam National University Hanoi
2020 Certificate: Supervisor of students participating in the Student Scientific Research Prize, Recognized by a committee of Ho Chi Minh Communist Youth Union of Ho Chi Minh City
2020 Certificate: Supervisor of students participating in the Student Scientific Research, 2nd Prize, Recognized by Vietnam National University Hanoi
2020 Certificate: Supervisor of students participating in the Student Scientific Research Prize, Recognized by the Ministry of Education
Certificate: Supervisor of students participating in the Student Scientific Research, school year 2019-2020, 1st Prize, Recognized by International School, Vietnam National University Hanoi
Scholarships or Sponsored Programs
· Government scholarship for full-time PhD program, National Cheng Kung University, 2007-2012
· Government scholarship for full-time Master’s program, Southern Taiwan University of Technology (STUT), 2005-2007
· National scholarship for the Honor Program of Political Economics, Vietnam National University, 2001-2005
