Back

Liem Viet Ngo

Associate Professor, Research Coodinator

School of Marketing - PhD, Marketing, University of Newcastle, Australia | MBA, Management of Technology, Asian Institute of Technology, Thailand | BE, Chemical Engineering, HoChiMinh City University of Technology, Vietnam

Expertise

Liem Viet Ngo is Associate Professor of Marketing at UNSW Business School, University of New South Wales.

Liem’s research focuses on resources and capabilities management in relation to marketing, innovation, and entrepreneurship in cross-cultural contexts with particular focus on the Asia-Pacific region. He is currently leading several projects on customer engagement, interdependency between brand and innovation management, mindfulness at work, mindful marketing, integrating skunk works and innovative individuals for radical innovation, innovations in business models and temporary advantages, and entrepreneurship in emerging economies.

Liem’s teaching interests revolve around brand management, digital marketing, and marketing communication and promotion.

About Liem Viet

Before joining UNSW, Liem Viet Ngo was a Lecturer in marketing at the University of Newcastle, where he was also the Program Convenor of the Master of Marketing Program. He started his academic career as a lecturer in management at School of Industrial Management, Ho Chi Minh City University of Technology (HCMUT) from 1994 to 2002. From 1998 to 2000, he led the Small and Medium Enterprises Support Office under the umbrella of United Nations Industrial Development Organization (UNIDO).

Liem also has had extensive experience in management and marketing practices as a marketing and business development manager of the Centre for International Education, Vietnam National University, Ho Chi Minh City and held several management positions in international education programs.

Liem has published in the Journal of Product Innovation Management, British Journal of Management, Industrial Marketing Management, European Journal of Marketing, Psychology & Marketing, Journal of Marketing Management, Journal of Strategic Marketing, Journal of Services Marketing, Australian Journal of Management, Journal of Business Research, among others.

He currently serves on the Editorial Review Board of Industrial Marketing Management and Asia Pacific Journal of Marketing & Logistics. He was a Co-Guest Editor of special issues in Australian Journal of Management and Journal of Brand Management.

Liem’s research contribution is recognized by the 2008 Emerald/EFMD Outstanding Doctoral Research Award and the 2011 Non-professorial Research Achievement Award from UNSW Business School. He served as an assessor for the Australian Research Council (Discovery and Linkage Projects) from 2013 to 2015. In 2010, he was part of a team that won an ARC Discovery Grant of $145,000.

Selected Publications

Lee J; Patterson PG; Ngo LV, 2017, 'In pursuit of service productivity and customer satisfaction: the role of resources' European Journal of Marketing, vol. 51, pp. 1836 - 1855, http://dx.doi.org/10.1108/EJM-07-2016-0385

Journal Articles

Luu N; Ngo LV; Cadeaux J, 2018, 'Value synergy and value asymmetry in relationship marketing programs' Industrial Marketing Management, vol. 68, pp. 165 - 176, http://dx.doi.org/10.1016/j.indmarman.2017.10.011
Bucic T; Ngo LV; Sinha A, 2017, 'Improving the effectiveness of market-oriented organisation: Empirical evidence from an emerging economy' Australian Journal of Management, vol. 42, pp. 308 - 327, http://dx.doi.org/10.1177/0312896215611189
Ngo LV; Bucic T; Sinha A; Lu VN, 2017, 'Effective sense-and-respond strategies: Mediating roles of exploratory and exploitative innovation' Journal of Business Research, http://dx.doi.org/10.1016/j.jbusres.2017.10.050
Lee J; Patterson PG; Ngo LV, 2017, 'In pursuit of service productivity and customer satisfaction: the role of resources' European Journal of Marketing, vol. 51, pp. 1836 - 1855, http://dx.doi.org/10.1108/EJM-07-2016-0385
Nguyen NP; Ngo LV; Bucic T; Phong ND, 2017, 'Cross-functional knowledge sharing, coordination and firm performance: The role of cross-functional competition' Industrial Marketing Management, http://dx.doi.org/10.1016/j.indmarman.2017.12.014
Luu N; Hau LN; Ngo LV; Bucic T; Cuong PH, 2016, 'Outcome versus process value in service delivery' Journal of Services Marketing, vol. 30, pp. 630 - 642, http://dx.doi.org/10.1108/JSM-12-2014-0410
Gregory GD; Ngo LV; Karavdic M, 2016, 'Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures' Industrial Marketing Management, http://dx.doi.org/10.1016/j.indmarman.2017.03.002
Ngo LV; Northey G; Duffy S; Thao HTP; Tam LTH, 2016, 'Perceptions of others, mindfulness, and brand experience in retail service setting' Journal of Retailing and Consumer Services, vol. 33, pp. 43 - 52, http://dx.doi.org/10.1016/j.jretconser.2016.07.003
O'Cass A; Ngo LV; Siahtiri V, 2015, 'Marketing resource-capability complementarity and firm performance in B2B firms' Journal of Business & Industrial Marketing, vol. 30, pp. 194 - 207, http://dx.doi.org/10.1108/JBIM-05-2012-0087
Chylinski M; Northey G; Ngo LV, 2015, 'Cross-modal Interactions between Color and Texture of Food' Psychology and Marketing, vol. 32, pp. 950 - 966, http://dx.doi.org/10.1002/mar.20829
Mathies C; Ngo LV, 2014, 'New insights into the climate–attitudes–outcome framework: Empirical evidence from the Australian service sector' Australian Journal of Management, vol. 39, pp. 473 - 491, http://dx.doi.org/10.1177/0312896213495054
Frow P; Ngo LV; Payne A, 2014, 'Diagnosing the supplementary services model: Empirical validation, advancement and implementation' Journal of Marketing Management, vol. 30, pp. 138 - 171, http://dx.doi.org/10.1080/0267257X.2013.814703
Siahtiri V; O Cass A; Ngo LV, 2014, 'Exploring the roles of marketing and selling capabilities in delivering critical customer centric performance and brand performance outcomes for B2B firms' Journal of Strategic Marketing, vol. 22, pp. 379 - 395, http://dx.doi.org/10.1080/0965254X.2013.876083
O'Cass A; Heirati N; Ngo LV, 2014, 'Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas' Industrial Marketing Management, vol. 43, pp. 862 - 872, http://dx.doi.org/10.1016/j.indmarman.2014.04.015
Heirati N; O'Cass A; Ngo LV, 2013, 'The contingent value of marketing and social networking capabilities in firm performance' Journal of Strategic Marketing, vol. 21, pp. 82 - 98, http://dx.doi.org/10.1080/0965254X.2012.742130
Bucic T; Ngo LV, 2013, 'Achieving alliance innovation via alliance learning: An empirical study' International Journal of Innovation Management, vol. 17, http://dx.doi.org/10.1142/S1363919613500138
Ngo LV; O'Cass A, 2013, 'Innovation and business success: The mediating role of customer participation' Journal of Business Research, vol. 66, pp. 1134 - 1142, http://dx.doi.org/10.1016/j.jbusres.2012.03.009
Bucic T; Ngo LV, 2012, 'Examining drivers of collaborative inbound open innovation: Empirical evidence from Australian firms' International Journal of Innovation Management, vol. 16, http://dx.doi.org/10.1142/S1363919611003660
O'Cass A; Ngo LV; Siahtiri V, 2012, 'Examining the marketing planning-marketing capability interface and customer-centric performance in SMEs' Journal of Strategic Marketing, vol. 20, pp. 463 - 481, http://dx.doi.org/10.1080/0965254X.2012.707675
Ngo LV; O'Cass A, 2012, 'In search of innovation and customer-related performance superiority: The role of market orientation, marketing capability, and innovation capability interactions' Journal of Product Innovation Management, vol. 29, pp. 861 - 877, http://dx.doi.org/10.1111/j.1540-5885.2012.00939.x
O'Cass A; Ngo LV; Heirati N, 2012, 'Examining market entry mode strategies via resource-based and institutional influences: Empirical evidence from a region-within-country economy context' Australasian Marketing Journal, vol. 20, pp. 224 - 233, http://dx.doi.org/10.1016/j.ausmj.2012.03.001
Ngo LV; O'Cass A, 2012, 'Performance implications of market orientation, marketing resources, and marketing capabilities' Journal of Marketing Management, vol. 28, pp. 173 - 187, http://dx.doi.org/10.1080/0267257X.2011.621443
O'Cass A; Ngo LV, 2012, 'Creating superior customer value for B2B firms through supplier firm capabilities' Industrial Marketing Management, vol. 41, pp. 125 - 135, http://dx.doi.org/10.1016/j.indmarman.2011.11.018
Nguyen Hau L; Viet Ngo L, 2012, 'Relationship marketing in Vietnam: An empirical study' Asia Pacific Journal of Marketing and Logistics, vol. 24, pp. 222 - 235, http://dx.doi.org/10.1108/13555851211218039
O'Cass A; Ngo LV, 2011, 'Winning through innovation and marketing: Lessons from Australia and Vietnam' Industrial Marketing Management, vol. 40, pp. 1319 - 1329, http://dx.doi.org/10.1016/j.indmarman.2011.10.004
O'Cass A; Ngo LV, 2011, 'Achieving customer satisfaction in services firms via branding capability and customer empowerment' Journal of Services Marketing, vol. 25, pp. 489 - 496, http://dx.doi.org/10.1108/08876041111173615
O'Cass A; Ngo LV, 2011, 'Examining the Firm's Value Creation Process: A Managerial Perspective of the Firm's Value Offering Strategy and Performance' British Journal of Management, vol. 22, pp. 646 - 671, http://dx.doi.org/10.1111/j.1467-8551.2010.00694.x
Viet Ngo L; O'Cass A, 2011, 'The relationship between business orientations and brand performance: A cross-national perspective' Asia Pacific Journal of Marketing and Logistics, vol. 23, pp. 684 - 713, http://dx.doi.org/10.1108/13555851111183093
Ngo LV; O'Cass A, 2010, 'Value creation architecture and engineering: A business model encompassing the firm-customer dyad' European Business Review, vol. 22, pp. 496 - 514, http://dx.doi.org/10.1108/09555341011068912
Ngo LV; O''cass A, 2009, 'Creating Value Offerings via Operant Resource-Based Capabilities' Industrial Marketing Management, vol. 38, pp. 45 - 49, http://dx.doi.org/10.1016/j.indmarman.2007.11.002
O''cass A; Ngo LV, 2007, 'Market orientation versus innovative culture: two routes to superior brand performance' European Journal of Marketing, vol. 41, pp. 868 - 887, http://dx.doi.org/10.1108/03090560710752438
O''cass A; Ngo LV, 2007, 'Balancing external adaptation and internal effectiveness: Achieving better brand performance' Journal of Business Research, vol. 60, pp. 11 - 20, http://dx.doi.org/10.1016/j.jbusres.2006.08.003

Conference Papers

Huyun K; Ngo LIEMVIET; Pham CH; Kim DS, 2015, 'Internal Branding and Employee Performance: A Cognitive-Effective-Behavioural Model' in Internal Branding and Employee Performance: A Cognitive-Effective-Behavioural Model, Australia and New Zealand Marketing Conference, UNSW Australia, presented at Australia and New Zealand Marketing Conference, UNSW Australia, 30 November - 02 December 2015
Nguyen P; Ngo L; Bucic T; Nguyen P, (eds.), 2015, 'Performance Implication of Cross-Functional Coopetition and Knowledge Sharing' in 2015 ANZMAC Conference Proceedings: Innovaton and Growth Strategies in Marketing, 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing, Sydney, NSW, Australia, presented at 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing, Sydney, NSW, Australia, 30 November - 02 December 2015, http://www.anzmac.org/resources/view/ANZMAC-2015-Proceedings
Lasky; Bucic T; Ngo, 2014, 'Individual Innovators within Skunk Works' in PIM 2014 Research Forum Submissions, PDMA Headquarters, Denver, Colorado, USW, presented at Prodict Innovation Management: Product Development Management Association, Denver, Colorado, USW, 18 - 22 October 2014
Gill O; Bucic T; Ngo L, (eds.), 2014, 'Innovators and New Product Adoption: Understanding, Capture and Prediction' in 2014 ANZMAC Conference: Agents of Change, ANZMAC, Griffith Unviersity, Brisbane, Queensland, Australia, pp. 304 - 310, presented at 2014 ANZMAC Conference: Agents of Change, Griffith Unviersity, Brisbane, Queensland, Australia, 01 - 03 December 2014, http://www.anzmac.org/conferences/view/Agents-of-Change
Fernando V; Ngo LV, 2012, 'Enhancing customer perceived value via customer empowerment and customer brand identification' in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 7, presented at ANZMAC2012, Adelaide, 03 - 05 December 2012
Frow P; Payne A; Ngo LV, 2011, 'Diagnosing the Supplementary Services Model' in Proceedings of the Academy of Marketing Conference 2011: Marketing Field Forever, Academy of Marketing, Liverpool, UK, pp. 1 - 7, presented at Marketing Field Forever, Liverpool, UK, 01 July 2011, https://marketing.conference-services.net/programme.asp?conferenceID=2342&action=prog_titles
O''cass A; Ngo LV, 2011, 'Delving further into service branding: Exploring the synergistic roles of service brand innovation and service brand marketing capabilities in service firms.' in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 7, presented at ANZMAC 2011, Perth, WA, 01 November 2011, http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Ngo,%20Liem%20Paper%20299.pdf
Ngo LV; Bucic T, 2011, 'The mediating role of alliance learning on alliance innovation: An empirical study' in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 9, presented at ANZMAC 2011, Perth, WA, 01 November 2011, http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Ngo,%20Liem%20Paper%20070.pdf
Lee J; Ngo LV, 2010, 'Relationship marketing orientation and customer satisfaction: Evidence from Vietnam.' in ANZMAC 2010 Conference Proceedings, Australia New Zealand Marketing Academy, Christchurch, New Zealand, presented at 2010 Australian & New Zealand Marketing Academy, Christchurch, New Zealand, 01 - 01 December 2010

Liem Viet Ngo

Associate Professor, Research Coodinator

Expertise

About Liem Viet

Selected Publications

Journal Articles

Conference Papers

Current Courses Taught

Research Grants

Memberships - Company Boards, Professional Associations

In the Media

Awards