Dr Breda McCarthy grew up in Ireland.  She holds a PhD from Dublin City University, a first class Master’s degree (research) and a Bachelor of Business (honours) from University College Limerick, Ireland.  She is a currently a Senior Lecturer in Marketing at JCU with research interests in renewable energy, food waste, ethical consumption, red wine consumption in China, cultural enterprises and the strategic marketing activities of small to medium sized enterprises. She has published conference papers, journal articles, book chapters and case studies.  She employs quantitative and qualitative research methodologies and has a particular interest in grounded theory and the longitudinal, case-based approach to research. 


  • BX2184: Sustainable Marketing Management (Level 2; TSV)
  • BX3082: International Marketing (Level 3; TSV)
  • BX3083: Strategic Marketing (Level 3; TSV)
  • LB5232: Marketing and Customer Engagement (Level 5; TSV)
Research Disciplines
Socio-Economic Objectives
  • 2018 - Emerald Publishing awarded Dr. Breda McCarthy and Dr. Hong-Bo Liu the 2018 Outstanding Paper Award for 'Waste not, Want not', published by the British Food Journal.
  • 2018 - JCUS/JCUA collaboration grant scheme ($6000).
  • 2018 - Best Paper in Track (Sustainability) Award for 'Food Waste within eco-friendly households: modelling the factors that have an impact on food waste levels.' Academy of Marketing Conference, University of Stirling, 2018.
  • 2015 - Teaching and Learning Award, JCU $2,000 (Encouraging a move to more dynamic forms of content presentation through the use of eBooks and videos).
  • 2013 to 2014 - JCU Mid-Career Researcher Re-Engagement Grant 2014 ($15,000).
  • 2018 - Editorial Board Member, Social Business, Westburn Publishers Website: https://www.westburn-publishers.com/
  • 2009 - Winner (1st place) of the 2009 European Council for Small Business and Entrepreneurship (ECSB) Case Study Competition
  • 2007 - Editor of the Irish Journal of Management - Special Conference Edition, 2007, Vol. 28, Issue 1, 2007
  • 2006 - Chair of Irish Academy of Management (IAM) 2006 Conference.
  • 2018 - Special Study Program (January to July).
  • 2006 to 2007 - Visiting Scholar, School of Business, JCU, Townsville, October 2006 to February 2007

These are the most recent publications associated with this author. To see a detailed profile of all publications stored at JCU, visit ResearchOnline@JCU. Hover over Altmetrics badges to see social impact.

Journal Articles
Book Chapters
Conference Papers

ResearchOnline@JCU stores 74+ research outputs authored by Dr Breda McCarthy from 1997 onwards.

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