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Dr Edita Petrylaite

Assistant Professor

Department: Newcastle Business School

Edita Petrylaite is Assistant Professor in Strategy. She is a Fellow of the Higher Education Academy (HEA) and has been teaching at undergraduate and postgraduate levels in Newcastle Business School since 2015. She holds a PhD in Business Management with a specific focus on gender and consumer behaviour and an MSc in Tourism with Hospitality Management from Northumbria University, a BA in Lithuanian Philology and an MA in Literaturology from Klaipeda University. Edita leads a full-time undergraduate Business Management programme  preparing students for various business and management roles. Prior to this, she led three top-up undergraduate distance learning programmes – Leadership and Management, Business and Management, and Human Resource Management. Before embarking on an academic career, Edita worked in secondary education, social care and the mass media sectors. 

Edita Petrylaite

Edita's research interests include gender, consumer behaviour, leadership, entrepreneurship,  entrepreneurial marketing and strategy. She explores the socio-cultural impact on consumer behaviour and looks at how gender shapes consumer practices. She is also interested in the entrepreneurial learning, entrepreneurial marketing and entrepreneurial leadership aspects. She collaborates nationally and internationally with the GETM3 project members in the area of entrepreneurial talent management.

Edita presents her research in marketing, innovation and entrepreneurship conferences, namely, Gender, Marketing and Consumer Behaviour, Institute for Small Business and Entrepreneurship  (ISBE) and European Conference on Innovation and Entrepreneurship (ECIE). She has published her work in the Journal of Marketing Management, Journal of Research in Marketing and Entrepreneruship, Economic and Business Review and International Journal of HRD: Practice, Policy and Research.

Edita is happy to take PhD candidates who have similar research interests. 

  • Please visit the Pure Research Information Portal for further information
  • Is self-love a vanity or a coping strategy? An auto-ethnographic reflection on self-care during the Covid-19 pandemic, Petrylaite, E. 30 Jun 2022, Consumer Culture Theory Conference 2022
  • Situated masculinities and leadership in an all-male entrepreneurial team, Petrylaite, E., Robson, A. 21 Jul 2022, Entrepreneurial Place Leadership, Bingley, Emerald
  • Entrepreneurial marketing learning styles used by entrepreneurial teams, Petrylaite, E., Rusk, M. 12 Jul 2021, In: Journal of Research in Marketing and Entrepreneurship
  • Men’s consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas, Petrylaite, E., Hart, D. 12 Feb 2021, In: Journal of Marketing Management
  • Young People's Self-meaning Making Through Entrepreneurship in Poland, Slovenia and the UK: Implications for Human Resource Management in SMEs, Balas Rant, M., Dziewanowska, K., Petrylaite, E., Pearce, A. Aug 2021, In: Economic and Business Review
  • Global Entrepreneurial Talent Management: Challenges & Opportunities for HRD, Pearce, A., Harney, B., Zupan, N., Stalker, B., Bailey, M., Dziewanowska, K., Petrylaite, E., Balas Rant, M., Skoumpopoulou, D., Kohont, A., Clegg, S., Booth, M., Shin, H., Slavec Gomezel, A., Quan, R., Brueckner, J., Mihelic, K., Mazghouni, M., Ko, I., Doyle, P., Wu, S. 31 Dec 2019, In: International Journal of Human Resource Development Practice, Policy and Research
  • Personal Career Success in the Eyes of Nascent Entrepreneurs Internationally, Dziewanowska, K., Petrylaite, E., Balas Rant, M., Clegg, S. 31 Dec 2019, In: International Journal of Human Resource Development Practice, Policy and Research
  • Academic Branding on Social Media: Examining the influence of personal brands on the professor-student relationships, Petrylaite, E., Aleksic, D. 11 Oct 2018, 2018 Annual Conference of the Association for Consumer Research
  • Application of SME Marketing Model within Higher Education Entrepreneurial Teams, Petrylaite, E. 20 Sep 2018, 13th European Conference on Innovation and Entrepreneurship

  • Please visit the Pure Research Information Portal for further information
  • Publication Peer-review: International Journal of Entrepreneurial Behavior & Research (Journal) 2022
  • Oral presentation: Is self-love a vanity or a coping strategy? An auto-ethnographic reflection on self-care during the Covid-19 pandemic 2022
  • Oral presentation: The Internal and external factors shaping the entrepreneurial career choice in British, Polish and Slovenian young people setting up SMEs 2022
  • Publication Peer-review: Journal of Research in Marketing and Entrepreneurship (Journal) 2022
  • Examination: Mock Viva exam panel 2022
  • Editorial work: Consumer Culture Theory Conference 2022 (Event) 2022
  • Publication Peer-review: International Journal of Entrepreneurial Behavior & Research (Journal) 2022
  • Other: Reviewer 2019
  • Other: Reviewer 2016
  • Other: Reviewer 2016

Viktoriia Tretiakova The impact of CSR on the business model and performance of companies from the technological sector in Eastern Europe Start Date: 01/03/2022

  • Business andManagement Studies PhD May 21 2015
  • Business Studies MSc November 09 2010
  • Literature MA June 21 2002
  • Linguistics BA June 23 2000
  • Fellow (FHEA) Higher Education Academy (HEA) 2016


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