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
  • 2014 - JCU Mid-Career Researcher Re-Engagement Grant 2014
  • 2015 - Phd Supervision. Jorge Talamás. Primary supervisor along with Prof. Stewart Lockie (secondary supervisor).
  • 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 Leave
  • 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 71+ research outputs authored by Dr Breda McCarthy from 1997 onwards.


Advisory Accreditation: I can be on your Advisory Panel as a Primary or Secondary Advisor.

These Higher Degree Research projects are either current or by students who have completed their studies within the past 5 years at JCU. Linked titles show theses available within ResearchOnline@JCU.

  • Investigating the role of alternative food networks in the proliferation and economic feasibility of agroecological practices in multifunctional landscapes (PhD , Primary Advisor)

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  • 27.311, Law, Business And Creative Arts (Townsville campus)
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