I study how people who are structurally marginalized, particularly immigrants and immigrant entrepreneurs, sustain and transform themselves within constraining service ecosystems. My work is at the intersection of Transformative Service Research, Service Ecosystems, and Transformative Resilience. 

I ask why the assumption of resilience as bouncing back does not fit what I observe in the field. This leads me toward questions about structural constraints, life course agency, and what resilience looks like when there is no stable baseline to return to.

 My research approach is grounded in field trip participatory observation, and the life story method. 

Research Questions

• How do marginalized actors remain and become within structurally constraining service ecosystems — and what does a situational process model of transformative resilience look like?

• What structural constraints shape the service ecosystems that marginalized actors navigate, and how does scapegoating function as a mechanism of systemic exclusion?

• How do marginalized actors build and sustain the infrastructures that enable continuous transformation, and can these infrastructuring practices constitute a distinct business model?

Keywords: Transformative Resilience · Service Ecosystems · Marginalized Actors · Human-AI Collaboration 

Published & Presented

• Pham, V. (2024). Resilience and knowledge (under)utilization: Exploring immigrant women's experiences in Taiwan. The International Conference on Resilience and Management (ICRM)

In Progress

• A process model of Transformative Resilience

• A scoping review of transformative resilience in immigrant entrepreneurship contexts

• Empirical studies on structural constraints and infrastructuring work within immigrant service ecosystems

現職 Employment 

• Lecturer, School of Business - Marketing, University of Economics Ho Chi Minh City, Vietnam

• Consultant cum Researcher, Social Life Institute, Vietnam

學歷 Education 

• PhD. (2022 - current) Institute of Service Science, National Tsing Hua University 

• MSc. (2012-2015) Media and Communications Management, University of Stirling, UK

• BA. (2005-2009) Business Management (in Marketing), University of Economics Ho Chi Minh City, Vietnam

Tutor & Mentorship 

I mentor undergraduate students in Marketing, Commerce, and Business on research projects. Recent award-winning works:

• (2026) The impact of ad exposure on sustainable consumption intention among young consumers

• (2026) How AI streamers influence viewer engagement

• (2025) The impact of social media fatigue on advertising acceptance

Academic Service

• Reviewer HICSS 57, 59, 60

• Teacher Assistant: Computational Statistics for Data Science (CSDS) NTHU 2024, 2025, 2026

• Guest speaker:  Seminar "Revisit, Rethink, and Recreate your Strategic Management", MBA Class (MCUT, Spring 2026)
  
  

Pro-Bono Service

• Marketing Consultant cum Researcher for Social Enterprises (CSIP, 2012 - 2014)

• PR Consultant (LIN, DRD, Little Rose Shelter, 2012 - 2015)

• Facilitator of Active Citizen in Social Enterprise (British Council, 2018 - current)
  
  

Awards & Scholarships

• APERA - TERA International Conference | The Best Paper Award

• NTHU - International Student Scholarship |  2022, 2023, 2024, 2025

• College of Technology Management (NTHU) International Student Visit Scholarship | 2024, 2025

Other Publications

1. Do, B. N., Nguyen, H. M., Le, T. A. H., Do, H.-N., & Pham, T.-V. (2026). Mysterious box – Delight exposure or addictive traps? A pathway to mental health disorders and the moderating role of emotional stability. International Journal of Electronic Commerce Studies.

2. Pham, Tv., Hoang, NY.N. & Do, HN. The “e-Wallet Generation”: How Barriers and Promoting Factors Influence Intention to Use. Rev Socionetwork Strat 15, 413–427 (2021). https://doi.org/10.1007/s12626-021-00088-3 

3. (In Vietnamese) Do, N. & Pham, V. (2021) Impact of the constructivism on the innovation thinking of Business students, Journal of Educational Science 

Conference Papers

• Nguyen T, Pham V., Do N., Tran T., Nguyen H. (2020) Barriers to Promote Stakeholder Collaboration in the Social Enterprise Ecosystem in Vietnam, Conference “International Conference on Innovation and Entrepreneurship for Sustainable Development Goals: A Journey of 5 Years and the Path ahead” 

• Nguyen, T., Tran, T., Nguyen, H., Do, N. & Pham, V. (2020) The Role of Teacher in Promoting Student Social Interest in Social Innovation and Social Entrepreneurship Education 

• Pham, V. (2019) How ICTs enhance the relational communication of GenZ, Conference Paper: The 3rd International Conference on Business (ICB 2019) http://icb2019.ou.edu.vn/  

• Pham, V. (2019) The personal communication strategy: Media selection and usage in relationship building, Conference Paper: The 3 rd International Conference on Business (ICB 2019) http://icb2019.ou.edu.vn/  

Report & Whitepaper

• A Meta-analysis survey about social innovation & social enterprise education in Asia (sponsored by British Council) Social Innovation and Higher Education Landscape report in East Asia | British Council