Quang “Neo” Bui receives Fulbright Faculty Award to research global cybersecurity practices in Finland

Rochester, New York – Quang “Neo” Bui, an associate professor at the Rochester Institute of Technology’s Saunders College of Business, has been named a recipient of the highly competitive Fulbright-University of Vaasa Scholar Award. This honor, part of the prestigious Fulbright Program administered by the U.S. Department of State, is jointly funded by the Fulbright Finland Foundation and the University of Vaasa.

Bui, who teaches in the Department of MIS, Marketing, and Analytics, will spend time in Vaasa, Finland—widely regarded as the “Nordic Energy Capital”—to investigate how the country’s energy sector addresses cybersecurity. His research will focus on how Finnish energy companies build resilience to cyber threats, an area of increasing urgency in light of growing cyberattacks on critical infrastructure in the United States.

“The $10 million question is, ‘how to change it?’ I hope to find those solutions in Finland,” Bui said. “My initial analysis is that awareness and attention to digital transformations and cybersecurity tends to be lacking at the highest levels here.”

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His Fulbright research will build on work he has already done in the U.S., where he has interviewed executives and examined how Fortune 500 companies approach cybersecurity. He plans to use similar methods in Finland, conducting interviews and surveys to understand the influence of leadership, company culture, and national policies on cybersecurity strategies.

This scholarly journey carries deep personal meaning for Bui. Born in Vietnam to a family of educators, Bui was inspired early on by his parents’ dedication to teaching and service. His mother still teaches chemistry, his now-retired father taught math and physics, and his brother is a university professor. The values he inherited from his family continue to shape his work as a teacher and researcher.

“My parents were role models who not only inspired me to pursue knowledge, but they also taught me to serve my community,” Bui said. “All of those experiences gave me early exposure on what it means to teach and guide young learners on their growth process. It really inspired me to decide to become a professor.”

Since moving to the United States in 2003, Bui has built a successful academic career that now spans teaching, mentoring, and conducting high-impact research. At RIT, he has become a trusted guide to many students navigating the complexities of management information systems and data analytics. His teaching style—measured, supportive, and practical—has earned him praise from former students who credit him with shaping their professional paths.

“He helped me find my vocational identity,” said Annie Hong, a recent graduate who is now a business analyst at JPMorgan Chase. “Through his classes, I realized that data can be fun; you can use your own tools and techniques to dissect that data and turn it into a story. It grounded me and completely changed the way I saw my career.”

Bui credits colleagues at RIT, including professors Sean Hansen, Vic Perotti, and Emi Moriuchi, for encouraging and inspiring his work. In particular, Moriuchi—herself a Fulbright alumna—played a crucial role in motivating Bui to pursue the award. With her office located right next to his, Bui was able to learn firsthand about the significance and impact of the Fulbright experience.

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Now a U.S. citizen, Bui sees the Fulbright award not just as a personal achievement, but as an opportunity to represent the United States abroad and build connections through education and cultural exchange.

“To be able to receive this award is a huge honor,” he said. “This is something that I take seriously to fulfill my responsibility, to represent this great country and the cultures and values we have.”

Later this summer, Bui will travel to Finland with his wife and young son. For his family, the journey is more than academic—it’s a chance to immerse themselves in a new culture and way of life. His wife, who supported him through the demanding Fulbright application process, is particularly eager to experience Finland’s well-known appreciation for nature and wellness, including its beloved sauna culture. Their son is excited about a visit to the Santa Claus Village, one of Finland’s most famous attractions for children.

Bui plans to share his journey and insights through frequent updates on his LinkedIn blog, where he’ll reflect on what he learns about cybersecurity, education, and life in Finland.

The Fulbright Program, established in 1946, is one of the most prestigious international exchange initiatives in the world. Each year, it supports thousands of U.S. scholars, educators, and students to conduct research, teach, or pursue advanced studies in more than 140 countries. The Fulbright-University of Vaasa Scholar Award, in particular, supports academic collaboration and research that strengthens the transatlantic relationship between Finland and the United States.

For Bui, the award is both a milestone in his academic career and a continuation of a lifelong pursuit of learning and teaching—values he has carried with him from his childhood in Vietnam to his current role as an American professor preparing future leaders in business and technology.

As cyber threats become more complex and dangerous, his work will contribute to a deeper understanding of how industries around the world can better protect themselves. By learning from Finland’s energy firms, Bui hopes to bring back practical insights that can benefit both U.S. businesses and students in his classroom.

More than just a scholar exchange, Bui’s Fulbright journey reflects the spirit of collaboration, curiosity, and service that defines the best of global education.