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Merrick School of Business

Dennis Pitta

Dennis A. Pitta, Ph.D.

Professor of Marketing
J. William Middendorf Chair in Business

Department of Marketing and Entrepreneurship
Office: Business Center 501
Phone: 410.837.4891
E-mail: dpitta@ubalt.edu
Personal Web Site: home.ubalt.edu/ntsbpitt/index.html

    Education:
  • Ph.D., University of Maryland
  • M.B.A., Canisius College
  • M.S., Canisius College
  • B.S., Boston College

Dr. Pitta publishes in several peer reviewed journals including the Journal of Consumer Marketing, Journal of Product and Brand Management, and Journal of Marketing Development and Competitiveness.

Intellectual Contributions

Book Chapters

Bryan, L., Cardona, M. M., Pitta, D. A., & Schneller, B. (2014). Leveraging the Talents of Faculty Members to Create an Engaged Retirement Ecosystem at the University of Baltimore. Stylus Publishing and ACE - The American Council on Education. 129-144.

Pitta, D. A., Franzak, F. J., & Fowler, D. C. (2010). A Strategic Approach to Building Online Customer Loyalty: Integrating Customer Profitability Tiers. Pearson Prentice Hall. 120-130..

Refereed Journal Articles

Kaltcheva, V. D., Patino, A. D., Laric, M. V., Pitta, D. A., Imparato, N., & . (2014). Toward A Richer Understanding Of The Consumer/Service Provider Relationship: Fiske's Relational Models Framework And Consumer Service Brand Engagement. Journal of Product and Brand Management. 23(1),

Kaltcheva, V., Anthony, P., Laric, M. V., Pitta, D. A., & Imparato, N. (2014). Customers' Relational Models as Determinants of Customer Engagement Value. Journal of Product and Brand Management.

Guesalaga, R., Pitta, D. A., & . (2014). The Importance and Formalization of Service Quality Dimensions: A Comparison of Chile and the United States. Journal of Consumer Marketing. 31(2),

Pitta, D. A., Patino, A., Kaltcheva, V. D., Sriram, V., Winsor, R. D., & . (2014). How important are different socially responsible marketing practices? An exploratory study of gender, race, and income differences. 31(1), 2-12.

Fowler, D. C., Pitta, D. A., & Leventhal, R. (2013). Technological Advancements and Social Challenges for One-to-One Marketing. Journal of Consumer Marketing. 30(6),

Fowler, D. C., Pitta, D. A., & Leventhal, R. (2013). Technological Advancements and Social Challenges for One-to-One Marketing. Journal of Consumer Marketing. 30(6),

Fowler, D. C., & Pitta, D. A. (2013). Advances In Mining Social Media: Implications For Marketers. Journal of Information Technology Management. XXIV(4), pp25-33.

Isberg, S. C., & Pitta, D. A. (2013). Using Financial Analysis to Assess Brand Equity. Journal of Product and Brand Management. 22(1), 13.

Patino, A. D., Pitta, D. A., & Quinones, R. (2012). Social Media's Emerging Importance in Market Research: Implications and Concerns. Journal of ConsumerMarketing. 29(3), 223-237.

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

Castro, K., & Pitta, D. A. (2012). Relationship development for services: an empirical test. Journal of Product and Brand Management/Emerald. 21(2), 126-131.

Lingelbach, D., Pitta, D. A., & Patino, A. D. (2012). Entrepreneurship Among The Millenials: A Conceptual Framework. Journal of Consumer Marketing.

Patino, A. D., Kaltcheva, V. D., Lingelbach, D., & Pitta, D. A. (2012). Segmenting the toy industry: A study of pre-teen Millennials. Journal of Consumer Marketing/Emerald. 29(2), 156-162.

Pitta, D. A., & Pitta, E. Z. (2012). Transforming The Nature And Scope Of New Product Development. Journal of Product and Brand Management. 21(1), 35-46.

Franzak, F. J., & Pitta, D. A. (2011). Moving from service dominant to solution dominant brand innovation. Journal of Product and Brand Management. 20(5), 394–401.

Wood, V. R., Franzak, F. J., Pitta, D. A., & Gillpatrick, T. (2011). Integrating Creative People, Creative Communities and Macro-Environmental Characteristics into the Marketing Organization. Journal of Marketing Development and Competitiveness. 5(3), 32-46.

Pitta, D. A., & Smith, D. B. (2010). Hallmarks in the Development of Marketing: Chinese Managers' Market Orientation and Ability to Deliver Service Quality. Emerald. 21. 155-187.

Swan, H., & Pitta, D. A. (2010). The ultimate in new product design: molding the product concept to user learning needs (Invited). Journal of Product and Brand Management. 19(4), 286-294.

Laric, M. V., Pitta, D. A., & Katsanis, L. P. (2009). Consumer Concerns for Health Care Information Privacy: A Comparison of US and Canadian Perspectives. Research in Healthcare Financial Management. 12(1), 93-111.

Laric, M. V., & Pitta, D. A. (2009). Preserving Patient Privacy In The Quest For Health Care Economics. Journal of Consumer Marketing. 26(7), 477-487.

Wood, V. R., Pitta, D. A., & Franzak, F. J. (2009). Global Umbrella Brands: Understanding Brand America and Its Competitors. International Journal of Global Business and Economics. 2(1), 14-29.

Wood, V. R., Pitta, D. A., & Franzak, F. J. (2009). Successful Strategic Alliances with International Partners: Key Issues for Small to Medium Sized Enterprises. International Journal of Innovation and Research. Vol 3(Vol 3), pp 232-251.

Smith, D. B., Pitta, D. A., & . (2009). Chinese Managers’ Perceptions of Their Ability to Deliver Service Quality. International Journal of Business Excellence. Vol 2(Nos. 3-4), pp 241-256.

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.

Hickman, T. M., Kaltcheva, V. D., Patino, A. D., Joan, P. M., Pitta, D. A., & Winsor, R. D. (2011). Current and Future Managers’ Perceptions of Positive Marketing. Center For Positive Marketing at Fordham University.

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.

Wood, V. R., Franzak, F. J., Pitta, D. A., & Gillpatrick, T. (2010). "Developing, Harnessing and Managing “Creative” Marketing Organizations: The Role of Creative People, Creative Communities and Macro-Environmental Characteristics.". Academy of Marketing Science 2010 Annual Conference.

Pitta, D. A., Wood, V. R., & Pitta, E. Z. (2010). Using Blue Ocean Strategy to Reduce New Product Failure. 6th Thought Leaders International Conference on Brand Management.

Wood, V. R., Franzak, F. J., & Pitta, D. A. (2009). Engines of Growth in the New Globalization Era: Nurturing the Creative Class. Global Studies Conference, 2009.

Franzak, F. J., Shuster, C. P., & Pitta, D. A. (2009). An Explication of the “Born Global” Concept: Re-Examining the Issues.

R, W. V., Pitta, D. A., J, F. F., & G. T. (2009). Extending the Brand Concept: From Products to Value Chains and Global Competitive Systems. Proceedings, 2009 Global Business & International Management Conference. 90-98.

Laric, M. V., Pitta, D. A., & Mirani, R. (2009). President Obama’s Drive to Digitize Individuals’ Health Records: Issues and Opportunities. The International Academy of Business and Public Administration Disciplines.

Other

Pitta, D. A. (2010). Fostering and Implementing a company-wide innovation culture. Strategic Direction. 26(2), 24-26.

Written Case

Pitta, D. A. (2009). Creating a Culture of Innovation at Portugal Telecom. Journal of Product and Brand Management. 18(6), 448-451..

Pitta, D. A. (2009). Product Development in a Down Economy: Blue Oceans in Product Development. Journal of Product and Brand Management. 18(4), 292-296.

Pitta, D. A., Kucher, J. H., & . (2009). Social enterprises as consumer products: the case of Vehicles for Change.. Journal of Product and Brand Management. 18(2), 154-158..

Research Report

Pitta, D. A., & Scherr, B. (2009). Beyond Product Management: The Product Strategy for Seasonal Products. Journal of Product and Brand Management. 18(2), 152-3.

Presentations

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

Graham, C., Hickman, T., Kaltcheva, V. D., Patino, A. D., Phillips, J. M., Pitta, D. A., & Winsor, R. D. Yes "Current and Future Jesuit Educated Managers’ Perceptions of Socially Responsible Marketing," Jesuit Business Educators, Los Angeles, Ca. (2012).

Fowler, D. C., & Pitta, D. A. Yes "“Brand Management and User Created Media: Using the Semantic Web to Hear the," Lugano, Switzerland. (2011).

Laric, M. V., Pitta, D. A., & Mirani, R. Yes "President Obama’s Drive to Digitize Individuals’ Health Records: Issues and Opportunities," The International Academy of Business and Public Administration Disciplines, Dallas, TX. (2009).

Nielsen, C., & Pitta, D. A. Yes "Building Competitive Advantage through Share of Heart Strategies: A Comparative Case Study for the Latin American Wine Industry," Fundação Getúlio Vargos – Escola de Administração de Empresas de São Paulo, São Paulo, Brazil. (2009).

Contracts, Grants and Sponsored Research

Pitta, Dennis A.(Co-Principal), "Transitioning to an Engaged Retiremen" Sponsored by American Council on Education/ Sloan Foundation, Other, $150000. (2012).

Patino, Anthony D.(Principal), Kachura, Matthew (Supporting), Kaltcheva, Velitchka (Supporting), Pitta, Dennis A., "Gaining Insight into Consumers’ Food Literacy and Motivations in a Food Desert: An Exploratory Study for Public Policy Development" Sponsored by ACR, Private, $1350. (2012).

Research in Progress

"A Cross-Cultural Comparison of Market Orientation: An Examination of Perspective of Chinese, Chilean and North American Executives"
Target Journal: International Marketing Review

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