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Dr Edita Petrylaite

Senior Lecturer

Department: Newcastle Business School

Edita Petrylaite is Senior 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
  • 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
  • Men’s consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas, Petrylaite, E., Hart, D. 24 Dec 2019, In: Journal of Marketing Management
  • 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, Petrylaite, E., Aleksic, D. 11 Oct 2018
  • Application of SME Marketing Model within Higher Education Entrepreneurial Teams, Petrylaite, E. 20 Sep 2018
  • The Importance of Entrepreneurial Leadership for Socio-economic Value Creation, Petrylaite, E., Rusk, M. 7 Nov 2018
  • How “Teampreneurs” Learn To Do Entrepreneurial Marketing, Petrylaite, E. 8 Nov 2017
  • How spas as social spaces shape men’s identities and their consumption norms, Petrylaite, E. 5 Jul 2016
  • Masculinities and leadership in entrepreneurial teams, Robson, A., Petrylaite, E. 11 Nov 2015
  • Masculinities and leadership in entrepreneurial teams, Petrylaite, E., Robson, A. 6 May 2015


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