Staff Directory

Nihar amoncar 4405 1

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PhD in Business (Entrepreneurship) – Pursuing (2015-2018)
MBA in Marketing – University of South Wales.


Co-founder – Maxxcell pvt ltd.
Lecturer – Saraswat college of Management.
Assistant Marketing Manager and Faculty for Algebra and Geometry – IMS pvt ltd.


Module leader -
Strategic International Marketing (level 6 NSS module),
Social and Sustainable Marketing (MSc Marketing).

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

Student experience tutor – PhD/DBA.
Co-ordinator – South Wales Business School Research Community (SWBSRC).
Member – EMBA steering committee.
Member – Small Business Charter application group.


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.

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 -

Strategic International Marketing,
Strategic Marketing Management,
Strategic Entrepreneurial Marketing,
Business Planning,
Business communications,
Innovative Marketing.

Research expertise (Entrepreneurship)-
Ethnic Entrepreneurship,
Family Business Management,
SME and Start-up Business Planning.
Effectuation theory.
Entrepreneurial Ecosystems.

Research expertise (Marketing) –
Entrepreneurial Marketing.
Culture and consumer behavior.
Political Marketing.

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