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Merrick School of Business

Michael Laric

Michael V. Laric, Ph.D.

Professor of Marketing

Department of Marketing and Entrepreneurship
Office: Business Center 537
Phone: 410.837.4935

  • Ph.D., The City University of New York
  • M.A., The Hebrew University of Jerusalem
  • B.A., The Hebrew University of Jerusalem

Dr. Michael V. Laric has 30 years of experience as a consultant, trainer an academic administrator, educator, and author specializing in new products development, entrepreneurship, and marketing management and strategy. He holds a New Product Development Professional Certificate from the Product Development and Management Association where he is a charter member. As consultant, trainer and entrepreneur he consulted with business, public, and not-for-profit organizations including American Express, AT&T, Bankers Trust, Black & Decker, The Census Bureau, Chase Manhattan, CSX Corporation, Canadian Tires Acceptance, Elmer Perkins, and Frost and Sullivan to name a few. As a trainer, he developed and presented seminars about Marketing, Sales and Forecasting to over 7,500 managers in North America, Western Europe and the Middle East. Over 100 customized seminars were conducted for Fortune 500 companies in the US and Canada. Professor Laric teaches in the University of Baltimore where he has also served as the Associate Dean of the Merrick School, and as Division Director of the Management and Marketing Division. He directs the Center for Technology Commercialization which works with inventors, incubators, Federal R&D laboratories (NASA, NIH, DOD, USDA) and numerous small and medium size companies in to help bring new technologies to market. Dr. Laric holds a BA and MA from the Hebrew University of Jerusalem. His Ph.D. in Marketing is from the City University of New York. Dr. Laric has published over fifteen books dealing with building computer models for marketing analysis. He has written over three-dozen scholarly articles, and numerous technical and consulting reports, for Fortune 50 companies.

Intellectual Contributions

Refereed Journal Articles

Kaltcheva, V., Patino, A., Laric, M. V., Pitta, D. A., & Imparato, N. (2014). Customers' Relational Models as Determinants of Customer Engagement Value. Journal of Product and Brand Management. 23(1), 55-61.

Laric, M. V., Pitta, D. A., & Gwin, L. (2012). Physicians' Prescribing Data as Marketing Tools for Pharmaceutical Companies. Journal of Business and Behavioral Sciences.. 24(1), 96-106.

Laric, M. V., & Lynagh, P. M. (2010). Sustainability and Global Ports: An Online Market. Journal of Business and Behavioral Sciences.. 22(1), 168-180.

Conference Proceedings

Laric, M. V., Lingelbach, D., & Pitta, D. A. (2013). Two Decades of Technological Entrepreneurship: From "Lab to Market" to an M.S. Degree in “Innovation Management and Technology Commercialization”. Western Business Management.

Laric, M. V., & Pitta, D. A. (2011). Physicians' Prescribing As Marketing View. Academy of Global Business.

Franzak, F. J., Laric, M. V., & Pitta, D. A. (2011). A Networking Framework for Technology-Based Born Global Success. Strategic Management in Latin America Conference.

Laric, M. V. (2010). Business Incubators’ Performance and Agency and Stewardship Theories: Incorporating Tenant- Entrepreneur and Stakeholder Perspectives on Business Incubation. ISC 2010 Conference.

Laric, M. V., Lynagh, P. M., Abel, L., Libonate, D., & Logsdail, J. (2010). Sustainability, Internet Marketing and Its Impact on Global Ports. ASBBS. 43-54.

Laric, M. V., & Lynagh, P. M. (2010). The Role of Integrated Marketing Communications in Sustainability Marketing. The American Society of Business and Behavioral Sciences.


Kalcheva, V., Patino, A. D., Pitta, D. A., & Laric, M. V. "Employing a Relationship Perspective to Determine Customer Engagement Value in Service Contexts," Association for Consumer Research, San Antonio, TX. (2015).

Laric, M. V., & Ratinho, T. Technology Transfer Society Conference, "Toward an Aggregate Theory for Business Incubators: Agency, Stewardship, Performance and Satisfaction," Baltimore, MD. (2014).

Lynagh, P. M., & Laric, M. V. ASBBS Conference, "The Role of IMC in Promoting Sustainability," American Society of Business & Behavorial Sciences, Las Vegas, NV. (2010).

Research in Progress

"Born Global and Networking for Resources" (On-Going)

"Business Incubation Theory"
We use Agency-Theory to craft research propositions and advance a general theory for Business Incubators.

"Lessons from Performance of Privatized Israeli Incubators"

"Online and Mobile Marketin 2009 vs. 2013"

"Online and Mobile Marketing in Package Delivery Business"

"Performance Evaluation in Incubators" (On-Going)

"Sustainability and IMC a Social Media Perspective" (On-Going)