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Nihar amoncar 4405 1

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PhD in Business (Entrepreneurship) – full scholarship
MBA in Marketing – University of South Wales.


I am passionate about pursuit of knowledge and my work till this point has been within the education industry. I began my career in 2010 by co-founding my first business venture called Maxxcell pvt ltd. wherein our aim was to provide high quality yet affordable competitive exams training to students in India who aspired to be in higher education within premier global business schools. We were successful in achieving 200% growth for two consecutive years while successfully helping place our students in top global universities such as Harvard, Texas, Manchester and North Carolina. During my time at Maxxcell my role was to Head the Marketing and Business development of the firm and lecture in Algebra, Geometry and Logical/Critical reasoning.

In 2013 I finished my MBA in Marketing from University of South Wales during which I developed an appetite for the subject of Entrepreneurial Marketing. I moved to the UK in 2015 to read my PhD under Prof. Jonathan Deacon and was appointed as a Postgraduate Academic Assistant with a full scholarship to read a PhD in Entrepreneurship and Effectuation theory.

Subsequently I moved into a lecturers role in Marketing and I submitted my PhD in November 2017. Being more research active, my initiatives were to create a Research community (SWBSRC) within the South Wales Business School which was successfully achieved as we organised the innaugural South Wales Business School Research conference wherein over 20 research staff and students presented their work. I have since then moved into the role of PhD/DBA course tutor focussing on enhancing student experience by lending the PhD course a structure wherein workshops such as Systematic literature review, Research methods, Post-doc employability etc. are organised to holistically develop a PhD student. A similar parallel initiative was launched for business school staff who now meet monthly to discuss their individual and department research strategies to increase research output.

As the Research Lead within Entrepreneurship, my next aim is to co-develop CREED i.e. Centre for Research in Effectuation and Ethnic Entrepreneurship Development. I work closely with researchers within the Entrepreneurship and Effectuation domain to create a strong base of research publications and applied outputs via Exchange that can tangibly bring a positive change in which local economy can be boosted by creation of new Entrepreneurs and making existing businesses engage with innovation and entrepreneurialism for growth.


Co-founder – Maxxcell pvt ltd.
Summer Intern at International Centre, Goa: Assistant to Centre Director (Market Research and Planning).


Course tutor – PhD and DBA programs
Member – EMBA steering committee.

Module leader -
Strategic International Marketing (level 6 NSS module),
Brands and Reputation Management (MSc Marketing).

Lecturer –
Strategic Marketing Management (MBA and E-MBA),
Business Planning,
Innovative Marketing Futures.


Entrepreneurship -

Amoncar, N.,Deacon, J. and Stephens, P. (2016). Defining Contextual Advantage: Exploring the Contextual Relation between Effectuation and Entrepreneurial Marketing for creating New Markets Effectually. Asia Pacific Journal of Advanced Business and Social Studies. 2 (1), pp.29-42.

(AWARDED- Best Paper in Business track at the Asia Pacific Conference on Contemporary Research, KL, Malaysia in 2015)

Deacon, J. and Amoncar, N. (2016). The notion of growth: a research agenda for SMEs and Entrepreneurs. e-Organisations and People. 23 (2), 12-21.

Amoncar, N., Deacon, J. and Stephens, P. (2016). Role of Culture in Effectuation: exploring the Marwari Cultural Philosophy and Entrepreneurial approach. In Institute of Small Business and Entrepreneurship Conference 2016: Institutional voids. 28 October 2016. Paris: ISBE.

Amoncar, N., Deacon, J. and Stephens, P. (2017). The pursuit of Economic prosperity – Exploring the Entrepreneurial philosophy and approach of the Marwari Business community in India. In 50th Academy of Marketing conference. Hull, 03 July 2017. Academy of Marketing.

(AWARDED Best Paper in Entrepreneurial and Small Business Marketing track at the 50th Academy of Marketing conference at Hull University – 2017)

Igwe, P., Newbery, R., White, G.R.T. and Amoncar, N. (2017). Keeping it in the Family: Overcoming Institutional Voids – A family-based View of entrepreneurial behaviour. In The Institute for Small Business and Entrepreneurship (ISBE) Conference. Belfast, 08 November 2017. United Kingdom: ISBE. pp. 1-22.

Igwe, P., Newbery, Bob., Amoncar, N., White, G. and Madichie, N. (2018). Keeping It in the Family: Exploring Igbo Ethnic Entrepreneurial Behaviour In Nigeria. International Journal of Entrepreneurial Behaviour and Research. DOI (10.1108/IJEBR-12-2017-0492)

Amoncar, N., Deacon, J. and Stephens, P. (2018). An exploratory study to understand the Marwari Business Community’s approach to Entrepreneurship.. In 5th International Effectuation Conference : Bringing Effectuation home to Darden. Charlottesville (VA), 01 June 2018. United States of America.

Marketing -

Amoncar, N. and Deacon, J. (2016). The Emerging Conditions of Meta-Modernism: an observation based interpretivist perspective on the curious case of Royal Enfield. In Academy of Marketing Conference 2016: Radical Marketing. Northumbria University, 07 July 2016. Newcastle: Academy of Marketing.

Amoncar, N. and Deacon, J. (2017). Social media in Politics – Simple aggregator or the emerging Ministry of truth. In 50th Academy of Marketing conference. Hull, 03 July 2017. Academy of Marketing.


Fellow of the Higher Education Academy.
Member of the Academy of Marketing (Member of Qualitative research and Entrepreneurial/SME Marketing SIG).
Member of the Institute of Small Business and Entrepreneurship.
Member – AMED network.
Associate – Wales Institute of Social and Economic Research, Data and Methods.


Exploring a customer intensive social media strategy for Seren Group (UK):

The project involved exploring a suitable Social media strategy for client engagement by reviewing various digital marketing channels and suggesting a fit for purpose social media strategy for the third sector organisation. The final Board presentation involved presenting examples of using Social media tools like Facebook, Twitter and analytics solutions to meet market penetration targets of the group.

Digital Marketing compliance survey for Welsh Automotive Forum (WAF)

The project involved developing a research questionnaire for the members of the Welsh Automotive Forum and analyse the response using SPSS in order to identify the competency of the WAF members in Digital and Social media Marketing.


I actively publish within the domain of Ethnic Entrepreneurship, Effectuation, SME and Family business management and Entrepreneurial Marketing.

Reviewer for:
Journal of Strategic Change.
Journal of Research in Marketing and Entrepreneurship.
Academy of Marketing conference.

My PhD research resides within the domain of Ethnic Entrepreneurship.

The study involves exploring the Marwari community’s (a traditional Indian Business Community) Entrepreneurial philosophy and approach. The nature of the study is Qualitative, case studies of successful Marwari entrepreneurs from India were obtained and were thematically analysed to understand the infleuce of social context on the entrepreneurial philosophy and approach among the Marwaris, who account for a quarter of the Indian names on Forbes billionaires list.

Within Marketing I focus on research within Political Marketing, Entrepreneurial Marketing and Culture-specific consumer behavior patterns.

Besides my academic research I am passionate about Economics, Politics , International relations and Higher Education.

Areas of Expertise

Teaching expertise –
Effectuation theory,
Entrepreneurship in Ethnic business communities,
Strategic International Marketing,
Strategic Marketing Management,
Strategic Entrepreneurial Marketing,
Business Planning,
Emerging markets.

Research expertise (Entrepreneurship)-
Ethnic Entrepreneurship,
Family Business Management,
Effectuation theory.
Entrepreneurial Ecosystems.
Institutional theory.
Social capital theory.

Research expertise (Marketing) –
Entrepreneurial Marketing.
Political Marketing.

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