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Hang Nguyen

Associate Professor
Department: Marketing
Office:
North Business Building
632 Bogue St Rm N306
East Lansing, MI 48824
Phone: (517) 432-6465
Curriculum Vitae
  • Biography
    Dr. Hang Nguyen received her PhD degree in Business Administration with Marketing concentration from the University of Connecticut in 2013 and was a UConn Hall of Fame Award recipient. She is interested in doing research in the areas of Brand and Product Innovation, Social Media Engagement, and Returns on Marketing Investments. Her research won the Emerald Literati Award in 2019 and Several Best Paper Awards at the leading American Marketing Conferences.  Her work has been published in the premier Journal of Marketing Research, International Journal of Research in Marketing, Management Science, and Journal of Financial and Quantitative Analysis.Dr. Nguyen is also an outstanding teacher who won several teaching awards at both undergraduate and graduate levels. She is currently teaching Brand Insights (MKT811), Brand Strategy (MKT821) for MBA students and Product Innovation (MKT410) and Product Design (MKT420) for undergraduate students. Prior to her academic career, Dr. Nguyen had ten successful years of professional experience in business consulting, investment, and marketing research. She was involved in important aspects of business such as developing new products, managing brand portfolios, opening new ventures, and promoting foreign direct investment (FDI) to developing countries. She played a significant role in the success of two multi-million dollar projects to promote U.S. and German investment in Vietnam and advised foreign investors who wanted to invest in Asian countries. In the U.S., she worked at Affinnova Inc., a global marketing technology company. She regularly collaborates with global market research firms such as the Kantar Group and Nielsen Corporation.
  • Publications
    Article
    Nguyen, Hang, Yufei Zhang, and Roger Calantone (2018), “Brand Portfolio Coherence: Scale Development and Empirical Examination,International Journal of Research in Marketing, Vol. 35(1), pp. 60-80. http://www.sciencedirect.com/science/article/pii/S0167811617300812
    Book
    Calantone, Roger and Hang Nguyen (2017), “Open Innovation in the Brand Management Context” Handbook of Research in New Product Development, Ed. Peter N. Golder.
    Article
    Spiggle, Susan, Hang Nguyen, and Mary Caravella (2012), “More than Fit: Brand Extension Authenticity,” Journal of Marketing Research, Vol. 49 (December), pp. 967-983. URL: http://ssrn.com/abstract=2389670
    Article
    Nguyen, Hang, Roger Calantone, and Ranjani Krishnan (2019), "Influence of Social Media Emotional Word of Mouth on Institutional Investors’ Decisions and Firm Value," Management Science.
    Article
    Nguyen, Hang and Kunter Gunasti (2018), "Original Brands in Competition Against High Quality Copycats," European Journal of Marketing, Vol. 52 (7/8). https://www.emeraldinsight.com/doi/abs/10.1108/EJM-08-2017-0536
    Article
    Nguyen, Hang and Malika Chaudhuri (2019), “Making New Products Go Viral and Succeed,International Journal of Research in Marketing, Vol. 36 (1)https://www.sciencedirect.com/science/article/abs/pii/S0167811618300521
    Article
    Nguyen, Hang, Roger Calantone, and Ranjani Krishnan (2019), "Influence of Social Media Emotional Word of Mouth on Institutional Investors’ Decisions and Firm Value," Management Science.
    Article
    Phan, Hieu, Thuy Simpson, and Hang Nguyen (2017), “Tournament-Based Incentives, Corporate Cash Holdings, and the Value of Cash,Journal of Financial and Quantitative Analysis, Vol. 52(4), pp. 1519-1550. Reprinted on Columbia Law School’s Blog on Corporations and the Capital Markets.https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2956003
  • Courses
    • MKT 811: Brand Insights
    • MKT 821: Brand Strategy
    • MKT 410: Product Innovation and Management
    • MKT 420: Product Design and Development

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