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Dr Edita Petrylaite

Lecturer

Department: Newcastle Business School

Edita Petrylaite is Lecturer in Strategy and Leadership in the Department of Entrepreneurship, Innovation and Strategy at the Faculty of Business and Law, Northumbria University, UK. She is a Fellow of the Higher Education Academy (HEA) and holds a PhD in gender and consumer behaviour from Northumbria University.  Her research interests include gender, masculinity, consumer behaviour, leadership, entrepreneurship and entrepreneurial marketing. 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).

Edita Petrylaite

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • The Importance of Entrepreneurial Leadership for Socio-economic Value Creation, Petrylaite, E., Rusk, M. 7 Nov 2018, 41st Institute for Small Business and Entrepreneurship Conference
  • Academic Branding on Social Media, 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
  • How “Teampreneurs” Learn To Do Entrepreneurial Marketing, Petrylaite, E. 8 Nov 2017, ISBE 2017 - Institute of Small Business and Entrepreneurship Conference
  • How spas as social spaces shape men’s identities and their consumption norms, Petrylaite, E. 5 Jul 2016, 13th Gender, Marketing and Consumer Behaviour Conference
  • Masculinities and leadership in entrepreneurial teams, Robson, A., Petrylaite, E. 11 Nov 2015, Institute for Small Business and Entrepreneurship (ISBE) 2015 Conference
  • Masculinities and leadership in entrepreneurial teams, Petrylaite, E., Robson, A. 6 May 2015, Gender Confreat at Institute for Small Business and Entrepreneurship
  • Social pressure and how conflicted masculinities construct a balanced-self through monosocial, heterosocial and homosocial spa consumption, Petrylaite, E. Jun 2014


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