ProfessorVik Naidoo

“My recent research examines how consumers interact with AI systems in marketing and international business contexts, with particular attention to trust, identity, and cross-cultural perceptions.”

Professor Vik Naidoo specialises in consumer behaviour within technology-mediated environments, with a particular focus on artificial intelligence. A secondary research interest is in the area of services marketing, with a particular focus on Education and Tourism services contexts. 

He is currently Head of the Department of Management, Marketing and Tourism at the University of Canterbury. He also holds an honorary appointment at the University of Sydney, reflecting his long-standing global research partnerships.

His previous academic leadership roles have included Director (International), Council member, Head of School, Associate Dean, Dean, Chief Operating Officer, Pro Vice-Chancellor and Acting Deputy Vice-Chancellor.

Alongside academia, Professor Naidoo has held senior industry leadership roles, culminating in his tenure as Chief Marketing Officer and Chief Strategy and Commercial Officer at one of Australia’s largest education and training organisations, with approximately 10,000 staff and an annual budget of AUD$1.8–2.0 billion. During this period, the organisation was twice named a finalist in the Australian Effie Awards, recognising measurable impact in marketing effectiveness.

Professor Naidoo maintains an active research agenda alongside sustained industry engagement, ensuring his work is both theoretically rigorous and practically relevant. To date, he has attracted close to NZ$6.5 million in research income and secured AUD$154 million for a major public-private partnership between Microsoft, two Sydney-based universities, and the NSW Government to advance digital literacy and uplift workforce capabilities.