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 and an MSc in Tourism with Hospitality Management from Northumbria University, a BA in Philology and an MA in Literaturology from Klaipeda University. Edita leads a full-time undergraduate Business Management programme which prepares students for various business and management roles. Prior to this, she led three top-up undergraduate distance learning programmes – Leadership and Management, Business and Management, and Human Resource Management. Before embarking on an academic career, Edita worked in secondary education and the mass media sector. 

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). 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. 

orcid.org/0000-0002-9799-4341

‬