Upon completing his Viva Voce examination at the University of Lincoln, United Kingdom, PhD candidate Nguyen Truong Son felt relieved, grateful, and deeply happy. For many doctoral candidates, the viva marks the completion of an academic journey that has lasted for many years. For Son, however, the moment carried even greater significance, as this was not the first time he had pursued a doctoral degree. “This is my second PhD journey. During my first PhD program in France, I was unable to complete the journey after four years.” Therefore, his successful dissertation defense at the University of Lincoln represented not only the culmination of years of study and research but also the continuation of an academic aspiration that he had pursued with perseverance for many years. After an unfinished journey, he chose to begin again and reach the destination in his own way.

PhD candidate Nguyen Truong Son at the University of Lincoln during his studies and research under the Lincoln – UEH Joint PhD Program

A Second PhD Journey

Currently serving as Vice Dean of the Faculty of Business Administration and a lecturer in Business Administration at Eastern International University (EIU), Son has always believed that academics should not only transmit knowledge but also continuously generate new knowledge. This belief motivated him to continue pursuing research despite his first doctoral journey remaining incomplete.

According to Son, the Joint PhD Program between the University of Lincoln (United Kingdom) and the University of Economics Ho Chi Minh City (UEH) offers a unique combination of international academic quality and continuous support throughout the doctoral journey. What attracted him most was the opportunity to engage in a world-class research environment while still receiving close academic support from UEH.

Within the program, his research focuses on the impact of online social influence factors on Gen Z consumers’ impulse buying behavior in digital environments, while also examining the role of personal cultural values in shaping such behavior. In his view, the research contributes not only to academic knowledge but also provides practical implications for businesses seeking to better understand young consumers in the context of digital transformation.

Not Every PhD Journey Goes According to Plan

Reflecting on his entire PhD experience, Son believes that the most influential moments were not academic achievements or important research milestones. Instead, what he remembers most vividly were the periods during which he felt “lost” both in his research and in his personal life.

Having previously been unable to complete his first PhD journey, starting over did not mean that everything became easier. There were times when he spent countless hours reading, reflecting, rewriting, and constantly questioning his own work. On many occasions, he wondered whether he was heading in the right direction and whether his efforts would eventually lead him to the goals he sought.

In addition to academic pressures, balancing the roles of lecturer, administrator, doctoral candidate, and family member became a considerable challenge. Age, family expectations, the high standards of supervisors, and time pressures sometimes left him exhausted and tempted to give up.

“There were times when I felt exhausted and wanted to quit. But whenever I thought about stopping, I reminded myself why I had started in the first place.”

Yet, it was precisely those periods of uncertainty that provided him with his most valuable lessons. According to Son, research not only expands knowledge but also creates opportunities to gain deeper insights into one’s work, relationships, and oneself.

Looking back, he believes that those difficulties were not obstacles but essential components of personal growth. They taught him to become more patient with himself, to accept uncertainty, and to continue moving forward even when the destination was not yet visible.

Nguyen Truong Son with professors and international doctoral candidates at the University of Lincoln

When Research Is No Longer About Finding Answers

One of the most significant changes brought about by the Lincoln – UEH PhD program was a transformation in Son’s way of thinking. Previously, he viewed research as a process of finding the right answers. However, after years of study, critical discussion, and research refinement, he came to realize that the true value of research lies in asking increasingly better questions.

The PhD journey also enabled him to view issues from multiple perspectives, embrace differing viewpoints, and continually challenge his own assumptions. This transformation extended beyond research methodology and influenced the way he approaches both his work and his life.

According to Son, one of the most important lessons he learned is the value of perseverance. Success often does not come because we are more intelligent than others, but because we are determined enough not to give up when facing difficulties.

Beyond research knowledge and skills, what he values most is the academic spirit he learned from his supervisors at both the University of Lincoln and UEH. His professors provided not only academic guidance but also continuous encouragement and support during the most challenging stages of his research journey. These experiences have profoundly shaped his approach to research, teaching, and academic leadership.

The Greatest Value of the PhD Journey

When asked about the most valuable outcome of the PhD program, Son does not focus on the degree itself or his academic achievements.

“The greatest value is not the doctoral title but personal growth. This journey helped me better understand my own capabilities, the meaning of perseverance, and the importance of lifelong learning.”

According to him, the PhD program not only develops research competencies but also provides opportunities for individuals to reflect upon themselves, understand the values they pursue, and recognize what truly matters in life.

For this reason, when he looks back on his journey, what makes him most proud is not a specific milestone but the fact that he chose to keep moving forward even during the most difficult periods.

Nguyen Truong Son presenting his doctoral dissertation at the University of Lincoln, United Kingdom

Growth and Gratitude

When asked to describe his doctoral years in a single phrase, Son chose: “Growth and Gratitude.” If he could send a message to himself on the first day of the PhD journey, he would say: “The road ahead will be long and challenging, but it will also be beautiful. Be persistent and believe in yourself.”

Perhaps this is exactly what he has done throughout these years. From an unfinished doctoral journey to a successful dissertation defense at the University of Lincoln, he chose to continue moving forward despite periods of doubt and adversity. The story of Nguyen Truong Son demonstrates that not everyone reaches the finish line on the first attempt. Some goals require more than one beginning, and some achievements only come after moments when giving up seems inevitable. Yet it is precisely these twists and turns that give meaning to every journey.

And perhaps the dream you have temporarily set aside today may one day become the very achievement you are most proud of – simply because you found the courage to begin once again.

For more information about the University of Lincoln – UEH Joint PhD Program: https://ibr.ueh.edu.vn/english/academic-programs/

For more information about the University of Lincoln (United Kingdom): https://www.lincoln.ac.uk/

Article by: Thu Ngan – Institute of Business Research