The PureHigh Commercial Excellence Institute is a strategic arm of PureHigh dedicated to uplifting and developing Vietnam’s and South East Asia’s commercial capabilities to global standards. Inspired by the rigor of researches and literature from top business schools Harvard, INSEAD, Kellogg, Cranfield, Oxfords, …. and the practical, performance-driven best practices approach of the leading Global, Regional and Local FMCG, Retail, Tech, B2B Companies with the researches by Dr. Nguyen Vu Thuan, Mr. John Anthony Glover, Dr. Nguyen Thuy Ngoc & a distinguished network of PureHigh Professional Local & International Partners, the Institute delivers:

• ➢ World-class commercial capability development in Retail, Sales, Marketing, Operation and Services
• ➢ Strategic consulting for growth, transformation and inventing
• ➢ Applied researches on markets, marketing, sales, channels & customers
• ➢ Certification programs for commercial professionals and leaders
• ➢ Customized solutions for Companies in FMCG, Retail, Food Service, Tech, B2B & Industrial

Founder & Academic Director – PureHigh Commercial Excellence Institute
Commercial Strategy | Route-to-Market | Customer Strategy | Negotiation | Key Account Management | FMCG & Retail | Digital Strategy and Business Models

Dr. Nguyễn Vũ Thuận is a senior commercial leader, researcher, and educator with over 25 years of executive experience in Modern Trade, FMCG, B2B wholesale, distribution, and retail across Vietnam and doing business over the region and global. As former Commercial Director and Executive Board Member of METRO Vietnam and MM Mega Market, he led corporate commercial strategy, category management, merchandising team, route-to-market transformation, key account negotiations and management, and nationwide retail operations.

A Doctor of Business Administration (DBA, AIT School of Management) and Master of Management (Solvay), Dr. Thuận combines academic rigor with real-world commercial leadership. His expertise spans commercial strategy, category & merchandising, revenue growth, fact-based negotiation, joint business planning, customer strategy, and modern trade development. He has led hundreds of high-level negotiations with multinational and local partners and pioneered structured commercial excellence frameworks in Vietnam’s commercial and retail landscape.

Beyond executive leadership, Dr. Thuận used to be an Adjunct Lecturer in Digital Business Models and Customer Experience at AIT’s Chief Digital Officer Program and actively researches negotiation science, creative cognitive decision-making, commercial performance systems, digital strategy, digital business model and leadership.

At PureHigh, he integrates global best practices with deep local market understanding to build world-class commercial capabilities tailored for Vietnam and Southeast Asia.

Global Retail & Commercial Expert
Key Partner – PureHigh Commercial Excellence Institute

Mr. John Anthony Glover brings over 45 years of global retail leadership experience, including more than 23 years across Asia-Pacific, working with leading multinational retailers such as Royal Ahold (Netherlands) and Metro Group (Germany).

Throughout his executive career, he has led large-scale commercial and retail transformation initiatives across Asia, covering procurement, merchandising, category management, global sourcing, supply chain, store operations, pricing strategy, margin management, and supplier negotiations. He has held senior roles including VP Global Sourcing (Royal Ahold) and Regional Head of Offer & Customer Management – Metro Cash & Carry International (Asia), overseeing major markets such as China, India, Vietnam, Japan, Indonesia, and Pakistan.

A recognized expert in negotiation, commercial strategy, retail development, and merchandise excellence, Mr. Glover has extensive experience in cross-border sourcing, trading agreements, fresh food development, direct farm procurement, and retail business process optimization.

As a Key Partner of PureHigh Commercial Excellence Institute, he works alongside Dr. Nguyễn Vũ Thuận to bring global best practices, executive-level commercial expertise, and practical retail leadership to Vietnam and Southeast Asia—supporting organizations in building world-class capabilities in Negotiation, Commercial Excellence, Retail Strategy, and Merchandise Management.

PhD in Artificial Intelligence (Japan)
AI & Data Science Leader | Key Partner – PureHigh Commercial Excellence Institute

Dr. Nguyễn Thùy Ngọc is an accomplished AI and Data Science expert with over 10 years of experience in advanced artificial intelligence research and large-scale commercial applications. Currently serving as AI & Data Science Manager at Visa, she specializes in leveraging machine learning, predictive analytics, and data-driven intelligence to enhance decision-making within complex commercial and financial ecosystems.

Her expertise focuses on applying AI and Data Science to Commercial Excellence—including negotiation intelligence, pricing optimization, revenue growth management, customer analytics, demand forecasting, and digital business model transformation. She bridges deep technical capability with practical business impact, enabling organizations to turn data into strategic advantage.

As a Key Partner of PureHigh Commercial Excellence Institute, Dr. Ngọc works alongside Dr. Nguyễn Vũ Thuận, Mr. John Glover, and other professional partners to integrate AI-powered insights into negotiation, retail, sales, marketing, and strategy development—advancing world-class commercial capabilities for Vietnam and Southeast Asia.