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Dr Edita Petrylaite

Senior Lecturer

Department: Newcastle Business School

Edita Petrylaite is Senior Lecturer in Strategy. She is a Fellow of the Higher Education Academy (HEA) and teaches at undergraduate and postgraduate levels. She holds a PhD in Business Management from Northumbria University and also has a BA, MA and MSc.

Edita leads a large full-time undergraduate Business Management programme which prepares students for various business and management roles across a range of business functions. Her responsibilities involve a day-to-day management of the programme and a positive student learning experience. Prior to this, she led three undergraduate distance learning programmes – Leadership and Management, Business and Management, and Human Resource Management.


Edita Petrylaite

Research Themes and Scholarly Interests

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).

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

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • 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
  • 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
  • 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

Further Information


  • 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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