Written by Samantha Jarbou: Biology major, pre-medical concentration; minors in Psychology and Chemistry
Dr. Duc Vu, PhD, Assistant Professor of Operations and Supply Chain Management at the University of Michigan-Flint, brings a passion for real-world problem solving into both his teaching and research. Drawn to operations management because of its practical impact, Dr. Vu enjoys using mathematics and analytics to address everyday challenges, such as how companies like Amazon deliver products so efficiently to customers’ doors.At the core of his teaching philosophy is relevance. Among the courses he enjoys teaching most are analytics-focused classes, where students often come from diverse academic and professional backgrounds. Recognizing that it can be difficult for students to immediately see the value of analytical tools, Dr. Vu incorporates real-world applications, case studies, and interactive materials to help bridge theory and practice. He believes these approaches significantly enhance students’ motivation and understanding.
Dr. Vu’s research centers on an emerging and interdisciplinary area: incorporating human behavior into operations decision-making. Traditional operations models often assume people behave rationally, but Dr. Vu challenges this assumption by studying how emotions, risk preferences, and consumer behavior influence decisions. For example, whether a consumer is risk-averse or willing to gamble can affect how they respond to pricing, timing, and system design. His work aims to help firms make better operational decisions by accounting for these human factors.
This research interest is deeply rooted in personal experience. Dr. Vu describes situations such as booking airline tickets, deciding whether to buy early for certainty or wait in hopes of a better deal, as everyday examples of how emotions and expectations shape decision-making. These experiences inspired him to explore how such behaviors can be formally integrated into operations models.
One of Dr. Vu’s favorite aspects of working at UM–Flint is the student population, particularly non-traditional students in the School of Management. Many of these students balance coursework with family responsibilities and prior work experience. Dr. Vu appreciates their maturity, motivation, and strong sense of purpose, which he finds especially rewarding as an instructor.
When asked what he hopes students take away from his classes, Dr. Vu emphasizes critical and independent thinking. While tools and technologies may change, he believes the ability to analyze problems, adapt, and think critically will serve students throughout their careers.
Dr. Vu also enjoys working with honors students, noting their curiosity and willingness to challenge “in-the-box” thinking. Their thoughtful questions not only enrich classroom discussions but also encourage him to view problems from new perspectives.
Beyond the classroom, Dr. Vu values professional development opportunities such as attending the National Collegiate Honors Council Conference in San Diego. Unlike discipline-specific conferences that focus heavily on research, this conference emphasized enhancing student experiences, mentorship, and preparation for future challenges. He describes the experience as refreshing and especially meaningful due to the opportunity to attend alongside supportive colleagues.
Outside of campus, Dr. Vu enjoys walking, traveling, and spending time in nature. Having previously lived in Texas, he particularly appreciates Michigan’s trails and natural scenery. When reflecting on who has influenced his career most, Dr. Vu credits his father, also a professor, whose dedication to teaching and research inspired him from a young age to pursue academia.
Dr. Vu’s approach to productivity is refreshingly simple: work in short, focused intervals. He finds that 20–30 minute sessions are often more effective and mentally manageable than long hours of uninterrupted work, a strategy he encourages students to try as well.
The best advice he has received is one he continues to live by: “Unless you are in an exam, everything else is a marathon.” Consistent, incremental effort, he believes, matters far more than last-minute intensity.
And if he weren’t in academia, Dr. Vu says he would choose to be a lineman or electrician, both of which blend engineering knowledge with hands-on, practical work.
Through his teaching, research, and mentorship, Dr. Duc Vu exemplifies a commitment to applying knowledge in meaningful ways, preparing students not just for exams, but for the complex decisions they will face beyond the classroom.
