Professor Vinh Lu

Vinh Lu


Research School of Management

Director - Research School of Management
Phone number
+61 2 612 54905
Rooom 1087, Level 1, LF Crisp Building 26
Research areas

relationship management; service delivery; career development 


Vinh Lu (Lữ Nhật Vinh) is a Professor of Marketing and Director of the Research School of Management. As Director, Vinh leads the research, education, and external engagement activities with a team of approximately 60 academic and professional staff across five academic disciplines including Business Information Systems, International Business, Management, Marketing, and Project Management. 

He previously served as the Associate Dean (Advancement & Engagement) of the College of Business and Economics, where he led strategic initiatives and matters related to alumni engagement, student experience, and externally-engaged student learning. He is a champion of work integrated learning, student employability, and student global mobility. His educational and leadership endeavours have received significant funding and recognitions at the university, national and international levels.

As an award-winning researcher, Vinh studies the areas of service delivery, relationship management and career development. His research has been funded by organisations including The Australian Grape and Wine Authority, Wine Australia, Contentgroup and SEARMS Community Housing Aboriginal Corporation. Vinh’s work has been published in internationally renowned journals including Academy of Management JournalTourism ManagementJournal of Vocational BehaviorJournal of Business EthicsEuropean Journal of MarketingJournal of Business ResearchJournal of Service Management, Journal of Services Marketing, Journal of Service Theory and Practice, Health Psychology, Health Promotion International, Studies in Higher Education, and Australasian Marketing Journal. He serves on the Editorial Boards of the Australasian Marketing Journal and Journal of Service Theory and Practice.

Vinh is a recipient of the ANU Vice-Chancellor's Award for Excellence in Education, the Citation for Outstanding Contribution to Students and Learning from the national Office for Learning and Teaching, Distinguished Marketing Educator Award from the Australian and New Zealand Marketing Academy, among several others.

Born in Bến Tre (Mekong Delta, Vietnam), Vinh currently resides in Canberra with his partner.

View ORCID profile


Research publications


Tran Le Huu Nghia, Binh Chi Bui, Jasvir Kaur Nachatar Singh and Vinh N. Lu (2022). Graduate employability across contexts: Perspectives, practices and outcomes. Springer (in press).

Refereed Journal Articles

  1. Scholz, B., Vinh N. Lu, Jodie Conduit, Domenique Szantyr, Shona Crabb & Brenda Happell (forthcoming). An exploratory study of men’s access to mental health services. Psychology of Men and Masculinities. IF = 2.948
  2. Conduit, Jodie, Vinh N. Lu, & Ekant Veer (forthcoming). (Re)Gaining Our Voice: Future of Marketing in Australasia. Australasian Marketing Journal.
  3. Iskhakova, Maria, Andrew Bradly, Bronwen Whiting, & Vinh N. Lu (forthcoming). Cultural intelligence development during short-term study abroad programs: The role of cultural distance and prior international experience. Studies in Higher Education.
  4. Leedon, Guy, Jean-Noël Patrick L’Espoir Decosta, Gary Buttriss, & Vinh N. Lu (2021). Consuming the earth? Terroir and rural sustainability. Journal of Rural Studies, vol.87, pp. 415-422.
  5. Nguyen, Long, Vinh N. Lu, Jodie Conduit, Thi Ngoc Thanh Tran, & Brett Scholz (2021). Driving enrolment intention through social media engagement: A study of Vietnamese prospective students. Higher Education Research & Development, vol. 40 no. 5, pp. 1040-1055.
  6. Veale, Roberta, Vinh N. Lu, Ke Chen, & Naser Pourazad (2020). Investigating country image influences after a product-harm crisis. European Journal of Marketing Vol. 55 No. 3, pp.894-924 . 
  7. Lu, Vinh N.*, Jochen Wirtz*, Werner Kunz, Stefanie Paluch, Thorsten Gruber, Antje Martins, & Paul Patterson (forthcoming). Service robots, customers, and service employees: What can we learn from the academic literature and where are the gaps? Journal of Service Theory & Practice, vol. 30, no. 3, pp. 361-391 (the first and second authors contributed equally to the manuscript).
  8. Soontornthum, Tanyaporn, Lin Cui, Vinh N. Lu, & Jiafu Su (2020). Enabling SMEs’ learning from global value chains: Linking the logic of power and the logic of embeddedness of interfirm relations. Management International Review, vol. 60, pp. 543-571.
  9. Scholz, Brett, Liza Goncharov, Nathan Emmerich, Vinh N. Lu, Michael Chapman, Shannon Clark, Tracey Wilson, Diana Slade, & Imogen A. Mitchell (2020). Clinicians’ accounts of communication with patients in end-of-life care contexts: A systematic review. Patient Education and Counseling, vol. 103 no. 10, pp. 1913-1921.  
  10. Scholz, Brett, Julia Bocking, Peter Hedt, Vinh N. Lu, & Brenda Happell (2020). “Not in the room, but the doctors were”: A story completion study about consumer representation in health service planning. Health Promotion International, vol.35, no.4, pp. 752-761.
  11. Nguyen, Long, Jodie Conduit, Vinh N. Lu, & Sally Rao Hill (2020). Collective empowerment in online communities: Conceptualization, scale refinement, and validation. Journal of Marketing Theory and Practice, vol. 28 no. 3, pp.301-317.
  12. Nguyen, Long, Vinh N. Lu, Sally Rao Hill, Jodie Conduit (2019). The mediating role of brand knowledge on employees’ brand citizenship behaviour: Does organizational tenure matter? Australasian Marketing Journal, vol.27, no.3, pp. 169-178.
  13. Garcia, Patrick R.J.M., Simon L.D Restubog, Vinh N. Lu, Rajiv K. Amarnani, Lu Wang, & Alessandra Capezio (2019). Attributions of blame for customer mistreatment: Implications for employees' service performance and customers' negative word of mouth. Journal of Vocational Behavior, vol.110, Part A, pp.203-213.
  14. Ngo, Liem Viet, Tania Bucic, Ashish Sinha, & Vinh N. Lu (2019). Effective sense-and-respond strategies: Mediating roles of exploratory and exploitative innovation. Journal of Business Research, vol.94, pp. 154-161.
  15. Wirtz, Jochen, Paul Patterson, Werner Kunz, Thorsten Gruber, Vinh Nhat Lu, Stefanie Paluch, & Antje Martins (2018). Brave new world: Service robots in the frontline. Journal of Service Management, vol.29, no.5, pp. 907-931 (all authors contributed equally to the manuscript).
  16. Wang, Lu, Simon L.D. Restubog, Jeff Shao, Vinh N. Lu, & Gerben van Kleef (2018). Does anger expression help or harm leader effectiveness? The role of competence-based versus integrity-based violations and abusive supervision. Academy of Management Journal, vol.61, no.3, pp. 1050-1072.
  17. Hoang, Trong Hung, Sally Rao Hill, Vinh N. Lu, & Susan Freeman (2018). Drivers of service climate: An emerging-market perspective. Journal of ServicesMarketing, vol.32, no.4, pp. 476-492.
  18. Brennan, Linda, Vinh N. Lu, & Tania von der Heidt (2018). Transforming marketing education: Historical, contemporary and future perspectives. Australasian Marketing Journal, vol.26, no.2, pp. 65-69.
  19. Lu, Vinh N., Brett Scholz, & Long Nguyen (2018). Work Integrated Learning in International Marketing: Student Insights. Australasian Marketing Journal, vol.26, no.2, pp. 132-139
  20. Capezio, Alessandra, Lu Wang, Simon L.D. Restubog, Patrick R.J.M. Garcia, & Vinh N. Lu (2017). To flatter or to assert? Gendered reactions to Machiavellian leaders. Journal of Business Ethics, vol.141, no.1, pp.1-11.
  21. Hoang, Trong Hung, Sally Rao Hill, Susan Freeman, Vinh N. Lu, & Brian Imrie (2017). Developing service climate in local vs. foreign firms in smaller Asian emerging markets: A resource-based and social exchange perspective. International Journal of Human Resource Management, vol.28, no.4, pp.627-656.
  22. Conduit, Jodie, Carolin Plewa, Joanne Ho, & Vinh N. Lu (2017). Facilitating student interaction capabilities: The interplay of individual, group and course-related factors. Journal of Strategic Marketing, vol.25, no.2, pp.114-127.  
  23. Lu, Vinh Nhat, Alessandra Capezio, Simon L.D. Restubog, Patrick R.J.M. Garcia, and Lu Wang (2016). In pursuit of service excellence: Investigating the role of psychological contracts and organizational identification of frontline hotel employees. Tourism Management, vol.56, October, pp. 8-19 (the first and second authors contributed equally in writing the manuscript).
  24. Lu, Vinh Nhat, Carolin Plewa and Joanne Ho (2016). Managing governmental business relationships: The role of organisational culture difference and compatibility. Australasian Marketing Journal, vol.24, no.1, pp. 93-100. 
  25. Ho, Joanne, Carolin Plewa, & Vinh Nhat Lu (2016). Examining strategic orientations complementarity using multiple regression analysis and fuzzy set QCA. Journal of Business Research, vol.69, no.6, pp. 2199-2205.  
  26. Nguyen, Long, Jodie Conduit, Vinh Nhat Lu, & Sally Rao Hill (2016). Engagement in online communities: Implications for consumer price perceptions. Journal of Strategic Marketing, vol. 24, no. 3-4, 241-260.     
  27. Ford, Sean, Brett Scholz, and Vinh Nhat Lu (2015). Social shedding: Identification and health of Men's Sheds users. Health Psychology, vol.34, no.7, 775-778.  
  28. Garcia, Patrick R.J.M., Kohyar Kiazad, Vinh Nhat Lu, Lu Wang, & Simon S.D. Restubog (2015). When victims become culprits: The role of subordinates' neuroticism in the relationship between abusive supervision and workplace deviance. Personality and Individual Differences, vol.72, January, pp.225-229.
  29. Tolentino, Laramie R., Vesna Sedoglavich*, Vinh Nhat Lu*, Patrick R.J.M. Garcia*, and Simon L.D. Restubog* (2014). The role of career adaptability in predicting entrepreneurial intentions: A moderated mediation model. Journal of Vocational Behavior, vol.85, no.3, pp.403-412. (the 2nd, 3rd, 4th, and 5th authors contributed equally to this manuscript).
  30. Tolentino, Laramie R., Patrick R.J.M. Garcia, Vinh Nhat Lu, Simon L.D. Restubog, Prashant Bordia, and Carolin Plewa (2014). Career adaptation: The relation of adaptability to goal orientation, proactive personality, and career optimism. Journal of Vocational Behavior, vol.84, no.1, pp.39-48.
  31. Granger, K., Vinh Nhat Lu, Jodie Conduit, Roberta Veale, and Cullen Habel (2014). Keeping the faith! A preliminary investigation into the drivers of participation in spiritually based communities. Journal of Business Research, vol.67, no.2, pp.68-75.
  32. Lu, Vinh N, Pascale G. Quester, Christopher J. Medlin, and Brett Scholz (2012). Determinants of export success in professional services: A qualitative study. Service Industries Journal, vol.32, no.10, pp.1637-1652.
  33. Plewa, Carolin, Vinh Nhat Lu, and Roberta Veale (2011). The impact of rebranding on club member relationships. Asia Pacific Journal of Marketing and Logistics, vol.23, no.2, pp.222-242.
  34. Lu, Vinh N. (2009). Organizational drivers of relationship trust: An Investigation of service exporters. Journal of Relationship Marketing, vol.8, no.4, pp.330-355.
  35. Lu, Vinh N. and Craig Julian (2008). The internet, strategy and performance: A study of Australian export market ventures. Journal of Global Marketing, vol.21, no.3, pp.231-240.
  36. Lu, Vinh N. and Sally Rao (2008). Building a theoretical framework for e-service export performance. International Journal of Business Environment, vol.2, no.2, pp.133-152. 
  37. Lu, Vinh N. and Craig Julian (2007). The internet and export marketing performance: The empirical link in export market ventures. Asia Pacific Journal of Marketing and Logistics, vol.19, no.2, pp.127-144.


Research grants and awards


SEARMS Community Housing Aboriginal Corporation (Catergory 3). Developing a community engagement model for SEARMS. (Joint with Associate Professor Ying-Yi Chih and Dr Brett Scholz).

Contentgroup (Category 3).  An evaluation of the Contentgroup’s Communication Strategy for the Department of Defence, 2017.  (Joint with Professor Simon Restubog, Associate Professor Nick Wang, and Dr Ying-Yi Chih).

Wine Australia Grant (Category 1) Ties that bind: Building strong importer and retailer relationships to drive premium wine export sales, 2017-2018. (Joint with Professor Roberta Crouch of Flinders University, and Dr Armando Maria Corsi of University of South Australia.

AGWA Research Grant (Category 1), Advance Australia Fair? Determining the country of origin associations for Australian wine in emerging and established markets, 2013-2015. (Joint with Dr Roberta Veale and Associate Professor Barry Burgan, University of Adelaide).

Research Awards

2021 Best Paper Journal of Service Theory and Practice Award

2019 Robert Johnston Award for Highly Commended Paper in Journal of Service Management  

2018 Finalist, Best SERVSIG Conference Paper Award, American Marketing Association

2018 Finalist, Alan M. Rugman Most Promising Scholar(s) Award, Academy of International Business

2018 Finalist, Best Paper Award on Emerging Economies Research

2017 Winner, Best Paper Award in Foreign Direct Investment and International Business, Academy of International Business – Southeast Asia Chapter

2015 Winner, Best Paper Award in Marketing Education, Australian and New Zealand Marketing Academy

2013 Finalist, AIB/Temple Best Paper Award, Academy of International Business

Education Awards

2017 Distinguished Marketing Educator of the Year Award, Australian and New Zealand Marketing Academy

2017 Vice-Chancellor's Award for Innovation and Excellence in Service (Lead, Team Award)

2017 Finalist, AFR Higher Education Award (Employability Category) (Program award lead)

2016 Reimagine Education Silver Award (Oceania Region) (Program award lead)

2016 CBE Award for Excellence in Educational Innovation (Lead, Team award)

2015 ANU Vice-Chancellor's Award for Teaching Excellence

2014 OLT Citation for Outstanding Contribution to Student Learning

2013 ANZMAC-Pearson Emerging Marketing Educator of the Year Award

2013 ANU Vice-Chancellor's Citation for Outstanding Contribution to Student Learning

2012 ANU Commendation for Outstanding Contribution to Student Learning

2012 CBE Award for Teaching Excellence

2011, 2014, 2015 ANU Last Lecture nominations

Research engagement and outreach

Reimagine Education Awards Judge, QS/University of Pennsylvania

PhD Thesis Examiner (Curtin University, The University of Adelaide, RMIT University, Monash University, University of Technology Sydney, University of Tasmania)


Teaching Responsibilities in 2023:

BUSI3024 International Marketing

MKTG7035 Global Marketing

Previous Teaching:

BUSI2025 International Business

CBEA3001 Special Industry Projects

CBEA3002 Social Enterprise Experience

CBEA3066 Global Business Immersion

CBEA3070 ANU College of Business and Economics Internship Project (UG)

CBEA6070 ANU College of Business and Economics Internship Project (PG)

MMIB8004 Special Research Topics

MKTG2004 Marketing

MKTG2023 Services Marketing


In his leadership roles, Vinh has successfully led and developed various College-wide initiatives that contribute to enriching student experience and engagement as well as fostering the growth in students' professional identity such as:

  • The multi-award winning CBE Internship Program;
  • The ANU GLOBE (Global Learners of Business and Economics) Program;
  • The MomentuM Program for Professional Development;
  • The CBE Summer Research Scholarships Program;
  • The Special Industry Project program;
  • The SEE (Social Enterprise Experience) the World program; and
  • Various student mobility initiatives including New Colombo Plan mobility projects, Endeavour mobility projects, Global Business Immersion program, and opportunities for overseas short courses.