Dr Edita Petrylaite

Assistant Professor

Department: Newcastle Business School

Edita Petrylaitė 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. Edita has experience in leading large full-time and part-time undergraduate programmes that prepare students for various busines and management roles. Before embarking on an academic career, Edita worked in private and public sectors.

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Research Themes and Scholarly Interests

Edita's research interests include entrepreneurial leadership, entrepreneurial learning, entrepreneurial career choices, entrepreneurial marketing and strategic development of small businesses. In her research, Edita also explores the interlinkages between gender and leadership, and gender and consumer behaviour in the entrepreneurial and consumer research contexts. She has published her work in general business, marketing and human resource development journals. She is also interested in CSR and its implementation in business practices and operations. She collaborates nationally and internationally in the area of entrepreneurial talent management as part of the GETM3 and GETM4 projects.

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.

Key Publications

Please visit the Pure Research Information Portal for further information
Sustainability and Open Innovation in Higher Education, EL Maalouf, N., Petrylaite, E., Owusu-Kwarteng, A. 6 Nov 2024, World Open Innovation Conference
The Baltic and Scandinavian approaches to Europe’s green transition strategy implementation, Petrylaite, E., Kazlauskaitė, R., Lepik, K., Sætre, H. 4 Dec 2024, Sustainable Development Goals and Business, London, Routledge
The dual side of charities: the “responsible” and the “unwanted” space of doing good, Petrylaite, E., Owusu-Kwarteng, A., EL Maalouf, N. 4 Dec 2024, Sustainable Development Goals and Business, London, Taylor & Francis
Calls for papers: The dark side of CSR: Causes, constraints and consequences of (un)delivering the promise, Petrylaite, E., Kazlauskaitė, R., Johnston, L. 26 Jan 2023
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
The young entrepreneurs’ view on the value of social networking for business progress, Petrylaite, E., Dziewanowska, K. 21 Jun 2021, Proceedings of the 2021 International Conference on Global Entrepreneurial Talent Management and Social Collaboration, Gwangju, South Korea, Chonnam National University
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

Professional Activity

Please visit the Pure Research Information Portal for further information
Publication Peer-review: Consumption Markets and Culture (Journal) 2024
Visiting an external academic institution: Chonnam National University 2024
Editorial work: European Business Review (Journal) 2023
Publication Peer-review: Consumption Markets and Culture (Journal) 2023
Publication Peer-review: British Academy of Management 2023 (Event) 2023
Publication Peer-review: International Journal of Entrepreneurial Behavior & Research (Journal) 2023
Publication Peer-review: International Journal of Entrepreneurial Behavior & Research (Journal) 2023
Publication Peer-review: Baltic Journal of Management (Journal) 2022
Visiting an external academic institution: University of Warsaw 2022
Publication Peer-review: International Journal of Entrepreneurial Behavior & Research (Journal) 2022