Lecturer in Marketing

+44 (0) 113 343 3217
Academic, Marketing, Global and Strategic Marketing Research Centre (GLOSMARC)
LUSB 1.13


PhD Entrepreneurial Marketing, Leeds University Business School 
MSc International Marketing Management, Leeds University Business School
BSc Economics and Management, University of Latvia 

Experience and Research Interests

Research interests aim to integrate strategic marketing, entrepreneurship and social psychology literature areas. Prior to this position, Vita Kadile worked as a Marketing Manager in a large hotel, where she gained extensive practical insights in Hospitality Marketing and Customer Relationship Management.


Entrepreneurial Marketing, Entrepreneurship
International Marketing 
Strategic Marketing


Current Teaching

Marketing Research (UG & PG)

Past Teaching

Foreign Market Entry Strategy (PG)
Personal Tutorials in Statistical Analysis using SPSS (PG)
International Marketing (UG)
Global Distribution and Supply Chains (PG) 


Teaching at UG and PG levels
Assistant Managing Editor at Journal of International Marketing
Postgraduate supervision


Journal Articles

“Endogeneity Bias in Marketing Research: Problem, Causes and Remedies” (with G. Zaefarian, S. Henneberg, and A. Leischnig), Industrial Marketing Management. (forthcoming)

"The Role of Entrepreneurial Passion and Creativity in Developing Entrepreneurial Intentions: Insights from American Homebrewers" (with A. Biraglia), Journal of Small Business Management, 2017, 55 (1), 170-188, DOI: 10.1111/jsbm.12242

Industry Reports

Best in Class International Franchising. Report for the UK Retail Sector. 2015 (with M. Robson, K. Watson and L. J. Clegg).

Conference Papers

'E-service Quality and eWOM: The Moderating Role of Customers' Risk Orientation and Moral Identity' (with Alessandro Biraglia and Shahin Assadinia). Academy of Marketing Science (AMS) Conference 2017. San Diego CA, USA

'Cross-Functional Capabilities, Export Marketing Strategy Implementation, and Export Performance of Emerging Market Firms: The Case of Nigerian Exporters’ (with Shahin Assadinia, Nathaniel Boso, and Ismail Golgeci). AMA Global Marketing SIG Conference 2017. Havana, Cuba.

‘‘Fermenting A Business’: Investigating Environmental Antecedents Of Entrepreneurial Alertness Among American Homebrewers Using Fuzzy Set Analysis’ (with Alessandro Biraglia). Global Marketing Conference (GMC) 2016. Hong Kong.

'Cross-Functional Capabilities, Marketing Strategy Implementation and Export Performance of Emerging Market Firms: The Case of Russian Exporters’ (with Shahin Assadinia). European International Business Academy (EIBA) Conference 2015. Rio De Janeiro, Brazil.

‘The Role Of Entrepreneurial Alertness In The Development Of Hobby-based Business Start-up Intentions’ (with Alessandro Biraglia). British Academy of Management (BAM) Conference 2015. Portsmouth, UK.

‘International Area Development Franchising Relationships: A Qualitative Study’ (with Matthew Robson, Kathryn Watson and L. Jeremy Clegg). International Society of Franchising Conference (ISoF) 2015, Oviedo, Spain.

‘International Franchising in Emerging Markets’ (with Matthew Robson, Kathryn Watson and L. Jeremy Clegg). Poster presented at European Marketing Academy Conference (EMAC) 2015. Leuven, Belgium.

'International Franchising in Emerging Markets: A Qualitative Study' (with Matthew Robson, Kathryn Watson and L. Jeremy Clegg, 2014). Colloquium on European Research in Retailing (CERR) 2014. Bremen, Germany.

'From Hobby to Business: Entrepreneurial Intentions in Homebrewing' (with Alessandro Biraglia). Strategic Management Society (SMS) Conference 2013. Atlanta GA, USA.

Book Chapters

'International Franchising Relationships' (with M. Robson, K. Watson and L. J. Clegg). 2017. In Advances in Global Marketing: A Research Anthology (forthcoming). Leonidou, L. C., Katsikeas, C. S., Samiee, S., and Aykol, B. (Eds.) Springer International Publishing.

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