Michael Hartline

Dean and Charles A. Bruning Professor of Business Administration
Michael Hartline, Dean of FSU College of Business
Dean's Office
314 RBA
Academic Specialty
Services Marketing

Ph.D., The University of Memphis
MBA, Jacksonville State University
B.S., Jacksonville State University

Areas of Expertise

Frontline Service Encounters
Services Marketing and Human Resource Linkages
Marketing Strategy

Dr. Michael D. Hartline is the dean and the Charles A. Bruning Professor of Business Administration in Florida State University’s College of Business. As dean, he is committed to improving academic programs, enhancing the student experience and moving forward with fundraising goals, including Legacy Hall, the college's new home in the Arena District.

Before assuming his current position of dean, he served as interim dean for nine months. Prior to that position, he was associate dean for Strategic Initiatives and the Charles A. Bruning Professor of Business Administration, responsible for external relations, marketing/branding, executive education and strategic programs. He served as chair of the college's Department of Marketing from 2006 to 2011, associate professor of marketing from 2003 to 2011 and assistant professor of marketing from 2001 to 2003. 

As interim dean, he played a major role in securing a $100 million gift from Jan Moran and The Jim Moran Foundation to create the Jim Moran School of Entrepreneurship, the largest interdisciplinary entrepreneurship school of its kind in the nation. He also initiated a revision of the college’s strategic plan to establish goals and metrics that better align the college with the university’s priorities and allow it to think, act and perform like a top 25 business school. 

As associate dean, he worked with the development staff to help raise roughly $54 million for the college and led the building campaign for Legacy Hall, the college’s new home to be built along West Madison Street near the Donald L. Tucker Civic Center. He was involved in strategic planning and innovation and had oversight of many fiscal matters and operations, including technology infrastructure and the physical plant. He served as chair of the College of Business Building Program Committee, acting as liaison to university administration and the broader community. 

From 2006 to 2011 serving as chair of the college’s Department of Marketing, he worked to enhance private funding, implemented shared governance, established formal faculty evaluation and merit guidelines, created an annual strategic planning process and launched a major in professional sales and a Master of Science in Marketing program. 

Hartline has won numerous teaching and research awards. He has taught MBA courses in marketing strategy and corporate reputation management, as well as undergraduate courses in service marketing. His research interests include customer-contact issues in service delivery, service quality and productivity, new service development and non-ownership consumption. 

He has authored or co-authored a number of books and articles, served on the editorial review boards of several academic journals, made numerous presentations to industry and academic audiences and co-chaired two international conferences. He is the former vice president of development for the Academy of Marketing Science. He also has served as a consultant to several for-profit and non-profit organizations in the areas of marketing plan development, market feasibility analysis, customer satisfaction measurement, customer service training and pricing policy. 

Before coming to Florida State, Hartline was an associate professor of marketing at Samford University's Brock School of Business from 1999 to 2001, an assistant professor of marketing at Louisiana State University's E.J Ourso College of Business from 1994 to 1999 and an assistant professor of marketing and advertising at the University of Arkansas at Little Rock's College of Business from 1992 to 1994. 

Hartline received his bachelor’s degree in marketing and his MBA from Jacksonville State University and his doctoral degree in business administration from the University of Memphis.

Selected Published Research

Melton, Horace L. and Michael D. Hartline (forthcoming 2015), “Customer and Employee Co-Creation of Radical Service Innovations,” Journal of Services Marketing, 29 (2).

Melton, Horace L. and Michael D. Hartline (2013), "Employee Collaboration, Learning Orientation and New Service Development Performance," Journal of Service Research, 16 (February), 67-81.

Melton, Horace L. and Michael D. Hartline (2010), "Customer and Frontline Employee Influence on New Service Development Performance," Journal of Service Research, 13 (November), 411-425.

Clark, Ronald A., Michael D. Hartline, and Keith C. Jones (2009), "The Effects of Leadership Style on Hotel Employees’ Commitment to Service Quality," Cornell Hospitality Quarterly, 50 (May), 209-231.

Schwepker, Charles H., Jr. and Michael D. Hartline (2005), "Managing the Ethical Climate of Customer-Contact Service Employees," Journal of Service Research, 7 (May), 377-397.

Hartline, Michael D., Barbara Ross Wooldridge, and Keith C. Jones (2003), "Guest Perceptions of Hotel Quality: Determining Which Employee Groups Count Most,"Cornell Hospitality Quarterly, 44 (February), 43-52.

Krishnan, Balaji C. and Michael D. Hartline (2001), "Brand Equity: Is it More Important in Services?" Journal of Services Marketing, 15 (April-May), 328-342.

Hartline, Michael D., James G. Maxham, III, and Daryl O. McKee (2000), "Corridors of Influence in the Dissemination of Customer-Oriented Strategy to Customer Contact Service Employees," Journal of Marketing, 64 (April), 35-50.

Hartline, Michael D. and O. C. Ferrell (1996), "The Management of Customer-Contact Service Employees: An Empirical Investigation," Journal of Marketing, 60 (October), 52-70.


Marketing Strategy, 6th Edition, O. C. Ferrell and Michael D. Hartline (Mason, OH: Cengage/South-Western College Publishing), 2014.

Honors and Awards

Best Article of 2003 Cornell Hospitality Quarterly

AMA Best Article in Services Marketing Award, American Marketing Association Services Special Interest Group, 2000