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Michael W McCardle


Marketing & Logistics | Coggin College of Business

Areas of Expertise

Marketing Strategy, New Product Development, Market Analysis


PhD - University of Central Florida
Masters - University of Alabama
Bacherlors - Jacksonville State University



2003: Institute for the Study of Business Markets (ISBM, Penn State University) Doctoral Support Award Competition ($5,000 research grant)

2004: Product Development Management Association (PDMA) Dissertation Proposal Competition ($2,500 research grant)

Publications & Presentations

Atkin, JoAnn, and Mike McCardle, (2016) Bolstering the Booster Club. Journal of Critical Incidents, 9 (1)

McCardle, Mike and JoAnn Atkin, (2016) Free Bird: The Air Zoo’s Zero Price Strategy. Journal of Case Research 34 (1)

Atkin, JoAnn and Mike McCardle, (2015) Old Dog, New Tricks: Staying Relevant in the Digital Age. Journal of Critical Incidents, 8 (Fall)

Newell, Steve, Joe Belonax, Mike McCardle, and Richard Plank (2011), The Effect of Personal Relationship and Consultative Task Behaviors on Buyer Perceptions of Salesperson Trust, Expertise, and Loyalty. Journal of Marketing Theory and Practice, 19 (3), 307-16.

 Atkin, JoAnn, Mike McCardle, and Steve Newell, (2008), The Role of Advertiser Motives in Consumer Evaluations of Responsibility Messages from the Alcohol Industry. Journal of Marketing Communications, 14 (4), 315-35.

Das, Samar, Raj Echambadi, Mike McCardle, Mike Luckett (2003), The Effect of Interpersonal Trust, Need for Cognition, and Social Loneliness on Shopping, Information Seeking, and Surfing on the Web. Marketing Letters, 14 (3) 185-202. 

Contact Information

Building 10, Room 2475

(904) 620-4280

Office Hours

T/R 4:30 - 5:45