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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
  • 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
  • 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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