iCOB 2025: An international academic forum connecting research and business practice
23 Nov, 2025
In a world undergoing rapid transformation driven by technology, artificial intelligence, and globalization, businesses, organizations, and universities face unprecedented challenges—alongside vast opportunities for innovation, adaptation, and development. With the mission of connecting global knowledge, fostering applied research, and promoting practical value, the International Conference on Business Theories and Practices (iCOB 2025) was organized by UEH College of Business on November 17–18, 2025.
This year’s conference received more than 200 research papers from scholars in Vietnam and abroad, representing countries such as the United States, the United Kingdom, Taiwan, Switzerland, Germany, Indonesia, Japan, Malaysia, New Zealand, and many others. Notably, the submitted papers demonstrated high standards of research quality, innovation, and practical applicability.
Keynote presentation
Assoc. Prof. Liem Viet Ngo – Associate Professor of Marketing, UNSW Business School, Australia - delivered a keynote titled “The Power of Imperfection”
Assoc. Prof. Ngo delivered a compelling message about the power of embracing one’s imperfections, highlighting it as a meaningful and noble path to growth. Rather than pursuing an unattainable ideal of perfection, he emphasized that courageously confronting personal limitations opens the door to genuine development. Core values such as authenticity and compassion are not merely moral concepts—they serve as foundational pillars that drive sustainable growth.
Assoc. Prof. Dr. Liem Viet Ngo presented the topic ‘The Power of Imperfection’
Assoc. Prof. Sudhir Rana – Associate Professor of Marketing & Strategy, Liwa College of Technology, Abu Dhabi - delivered a keynote titled "Theories and Trendy Topics in Business Management Research"
Assoc. Prof. Rana presented a comprehensive framework of essential business theories and contemporary research trends. He emphasized three key goals for researchers in a constantly evolving business landscape: developing academic knowledge, balancing practical relevance with scientific rigor, and creating tangible impact for both the research community and managerial practice. Drawing from his experience as an editor of reputable journals, he highlighted emerging research topics such as deviant behavior in business, surrogate gambling, human–machine interaction, robots as companions, and marginalized groups in business. These insights provide valuable direction for scholars in selecting relevant topics and theoretical frameworks that foster timely and impactful research.
Assoc. Prof. Dr. Sudhir Rana presented the topic ‘Theories and Trendy Topics in Business Management Research’
Prof. Chris Schinckus – Professor of Finance, University of the Fraser Valley, Canada - delivered a keynote titled "The Transformative Power of AI in Higher Education Leadership"
Prof. Schinckus explored applications of Artificial Intelligence (AI) and Machine Learning (ML) in university governance. His discussion covered a wide range of data-driven solutions—from optimizing student recruitment strategies to designing flexible and personalized curricula. He emphasized that AI and ML are no longer distant technologies but essential tools enabling institutions to make timely and intelligent strategic decisions. By leveraging deep data analysis, universities can develop agile learning programs aligned with future needs and labor-market shifts. Ultimately, these technologies support the creation of smart, adaptive, and future-ready higher education models.
Prof. Chris Schinckus presented the topic ‘The Transformative Power of AI in Higher Education Leadership"
This year’s conference featured 38 parallel sessions with more than 170 presentations delivered by researchers from Vietnam and abroad. During these sessions, participating authors received numerous engaging and constructive comments, helping them refine their work, enhance its quality, and increase the likelihood of completing and publishing their research in reputable journals.
Alongside academic presentations, the conference hosted Industry Talk sessions and a PhD Workshop, offering scholars, experts, and doctoral students opportunities to connect, exchange insights, and expand their knowledge.
Parallel discussion sessions at the conference
Industry Talk Sessions
Session 1: “The Future of Enterprise Management in the Age of AI: Challenges and Opportunities”
This session examined how AI is reshaping enterprise management in the digital era, particularly in Vietnam’s fast-growing digital economy. Speakers discussed the impact of AI on strategic decision-making, human resource management, supply chain optimization, and personalized marketing, while highlighting challenges in balancing automation and human creativity. The session offered a strategic dialogue for business leaders, experts, and academics to identify pathways that enhance competitiveness and readiness for an AI-driven future.
Session 2: “Digital Transformation in Finance, Banking & Auditing: Shaping the Future of Financial Services”
This forum connected academia and industry to discuss how technologies—AI, Big Data, RPA, and Cloud Computing—are redefining operating models, risk management, and customer experience. Speakers shared practical insights from pioneering organizations navigating digital transformation. The session provided participants with multi-dimensional perspectives to identify opportunities, manage challenges, and build sustainable visions for the financial services sector.
Session 3: “The Next Recipe: Investment & Sustainable Growth for the Hospitality Industry in Vietnam”
Speakers highlighted how Vietnam’s hospitality industry is shifting from rapid, quantity-based growth to sustainable development driven by long-term value creation. “The Next Recipe” emphasizes selective investment, operational efficiency, resilience, and sustainable branding. High-quality human resources remain central, requiring significant investment in training, digital skills, and international service standards. These directions aim to position Vietnam’s hospitality industry as a model of responsible growth on the global tourism map.
The PhD Workshop, held on the afternoon of November 17 under the theme “Framing scholarly research for rigorous, relevant, and real-world impact” attracted significant interest from doctoral students. The session provided practical perspectives that helped participants strengthen their research mindset and improve their ability to conceptualize impactful scholarly contributions.
Assoc. Prof. Dr. Liem Viet Ngo with UEH PhD students and authors at the PhD Workshop
Best Paper Awards
At the closing ceremony, the Organizing Committee honored the authors of the best papers of the conference. These winning studies were highly regarded for their novelty, academic rigor, and practical contribution—further highlighting the scholarly quality of iCOB 2025. As a result, three papers were selected for the Best Paper Awards, with details as follows:
- The Role Of Bricolage In Developing Entrepreneurial Self-Efficacy: A Study Of Social Ventures In Latin America, by Andrea Samaniego Díaz, Adriana A. Amaya, & Thị Kim Phương Trần
- Sustainable Development – A Multi-Dimensional Perspective On Happiness, by Trần Hà Quyên, Nguyễn Thu Hương, Phạm Dương Thái & Nguyễn Tường Vi
- Immigration Enforcement, Local Labor Markets, And Firm Performance: Evidence From The Secure Communities Program, by Trang Nguyễn & Karak Kim
UEH College of Business Board of Management presenting the Best Paper Awards to the author teams
The iCOB 2025 International Conference was not only an academic event but also a journey of knowledge exchange, innovation, and sustainable development. The conference provided an open forum where scholars, researchers, and business professionals could connect academic perspectives with practical managerial applications. Its success reflects UEH College of Business’s ongoing efforts to connect local and international scholars, support the dissemination of research, and contribute to a collaborative and open academic community.
More photos here
New, photos: UEH College of Business, Department of Communications and Partnerships
