Bang Nguyen, PhD, is Associate Professor of Marketing at East China University of Science and Technology (ECUST), Shanghai, China. Previously, he held faculty positions at Oxford Brookes University and RMIT International University Vietnam and was a Visiting Scholar at CEIBS. Bang is an experienced consultant and advises on marketing and brand development for SMEs and start-up, and has extensive knowledge in service organizations (consumer products/services). He has published widely in journals and has published in more than 70 peer reviewed scientific articles and books, as well as presented at national and international conferences. His research interests include customer relationship management, services marketing, consumer behaviour, branding and social marketing. Professor Chris Rowley is Professorial Fellow, Institute of Hallyu Convergence Research, Korea University, Korea, Adjunct Professor, Griffith Business School, Griffith University, Australia, Visiting Fellow, Institute of Asia and Pacific Studies, Nottingham University, UK and Professor, Cass Business School, City University, London, UK. He is Editor of the leading journal Asia Pacific Business Review, Series Editor of the Working in Asia and Asian Studies book series. He has given a range of talks and lectures to universities and companies internationally with research and consultancy experience with unions, business and government. Professor Rowley has published widely in the area of HRM and Asian business, with over 500 articles, books and chapters and practitioner pieces.