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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
  • Bio

    Dr. Michael V. Laric has 40 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. and as chair of Marketing department. He directed the Center for Technology Commercialization which worked with inventors, incubators, Federal R&D laboratories (NASA, NIH, DOD, USDA) and numerous small and medium size companies in order 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.

  • Research Interests

    My research revolves around three broad themes. All three are eclectic and inter-disciplinary in that they examine marketing issues while looking at contributions from disciplines like economics, social, political, and psychological, aspects. A. Performance evaluation in business incubators deals with issues revolving around the efficiency of new business incubation. Traditionally this topic attracted economists, public administration, and political science researchers. We are looking at marketing aspects and have developed a theoretical model, which examines the effectiveness of the process. Minimizing the short-term cost of launching a business may not be optimal for long-term viability of the new business. We are now collecting data to validate the model. B. The impact of Internet marketing on IMC (integrated marketing communications,) NPD (new product development,) and SCM (supply chain management). Search engine optimization and search engine marketing turned the traditional advertising model from one where advertisers chase customers, to one where customer s are searching for information. The Internet provides new businesses an almost level playing field, when competing with large businesses. It also provides metrics for marketing performance evaluation. C. Developments in information technology have witnessed a rise of global attacks on identity and other security breaches, resulting in compromised consumer privacy. This includes hackers who seek to steal their identity, invade their privacy, and rob their wealth. At the same time, the move to digitize medical records, puts yet another area of private information at risk.

  • Teaching Interests

    I believe in “learning by doing” in both graduate and undergraduate courses. Student teams (or individuals) consult for companies and not-for-profit organizations in Maryland. The client organizations participate in the process, and often read the interim and final reports that students prepared. I recruit 5-8 companies per class from several sources. We used companies from Maryland Incubators; new products or inventions from Federal Labs (e.g. DOD, NIH, NASA, USDA, etc.) or ideas from individual inventors. Company clients partake in the learning experience by answering questions, reading a draft of the final report and providing feedback. I focus on teaching theory and challenge students to apply it to the projects. Students’ final presentations must incorporate their responses to the feedback received from company clients. Several of my students found employment and were hired by the company clients.

  • Recent Publications

    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.


    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).

    Research in Progress

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

    "Business Incubation Theory" (Writing Results)
    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)