Nguyen Van Tuan (PhD) is an lecturer at the School of Industrial Management, Ho Chi Minh City University of Technology, Vietnam National University (HCM City, Vietnam). Tuan’s research interests lie at service-dominant logic, service logic, and systems thinking. He uses these perspectives to approaching and understanding more about business and value creation. He has authored publications in academic journals such as Management Research Review, Asia Pacific Journal of Marketing and Logistics, Journal of Asian Business and Economic Studies, among others.