I spent many decades as Michel's colleague at JMSB in the marketing department.  I am saddened by this sudden news.  Please accept my deepest and most sincere condolences.  Rest in peace, Michel.

We lost a friend, a great mentor, a humble scholar! We will miss you but keep all we have learned from you. I cherish the memories. The picture is from 2019 Swansea, UK. You kindly accepted my invite and stayed with your family for a week. I wish Marie-Odile, Geoffroy and Philippe strength in this difficult time. I hug you in spirit! With love, Hatice Kizgin

Michel was a wonderful and inspiring person to anyone that knew him. His ongoing work with his students was amazing. His warm heart will always be remembered. I attended almost everyone of the Royal Bank Cross-cultural conferences he conducted there at Concordia every other year. They were professionally conducted and allowed me to meet and interact with academics from around the world. I owe much gratitude to Michel's steadfast support and organization of this conference for many decades. Dear Marie-Odile and Michel's sons, Michel was very special and will be missed greatly by people all over the world! My greatest sympathies...

Sharon Beatty, University of Alabama.

I am deeply saddened to hear of Dr.Laroche's passing. Dr.Laroche was my master’s advisor Lefa’s advisor, so I always affectionately called him my “academic grandfather.”

I first met him 12 years ago in Montreal, when I gave my very first academic presentation. I still fondly remember my first winter in Montreal in 2018, when Dr.Laroche and Marie warmly welcomed me and prepared traditional food to celebrate Epiphany together. It was such a special memory that I will always cherish.

Dr.Laroche's kindness, encouragement, and lifelong passion for research and mentoring young scholars deeply inspired me to pursue my own PhD journey. Now, as an assistant professor myself, I feel especially grateful for the example he set. Even years after our first meeting, he continued sending Chinese New Year greetings to his students, including me, reflecting how thoughtful and caring he was.

My deepest condolences to Marie, Geoffroy, Philippe, and the entire Laroche family. Dr.Laroche was not only an outstanding scholar but also a truly kind and generous person. His legacy will live on through the many students and scholars he inspired. 

He will be deeply missed. May he rest in peace.

Dear Marie-Odile, Geoffory and Philippe,

I was deeply shocked to learn of the passing of Dr. Laroche on September 25, 2026. My graduate student Xiajing Zhu shared this sad news with me last night, China time, and I am overcome with profound grief.

I held Dr. Laroche in the highest esteem. Not only was he my PhD supervisor and an internationally renowned scholar with remarkable contributions to academia, but he was also extraordinarily kind, supportive and generous to all of us.

Since I graduated from Concordia in May 2003, I have kept Dr. Laroche’s birthday — March 15, 1945 — in my mind every year. For the subsequent 22 years, Dr. Laroche received two bottles of wine, one white and one red, accompanied by flowers each March 15. My friends in Montreal delivered them on my behalf.

In later years, Dr. Laroche commuted to the United States weekly, as Marie-Odile was working at an American university. I feared the flowers might suffer frost damage in cold weather, so I asked my friends to send only the two bottles of wine. Once online shopping became convenient, I — more often my wife Lily — ordered the wines online for delivery to his home every March 15.

It has been my great privilege to uphold this tradition for 22 years. Without exception, I would receive a thank-you note from Dr. Laroche on that very day.

A remarkable supervisor. I will cherish his memory forever.
He will always live in my heart.

Lefa

I was deeply shocked and heartbroken to hear this very sad news. As one of his earliest cohorts of Ph.D. students, I feel a profound personal loss of my supervisor, Dr. Michel Laroche. It is difficult to put into words how much he meant to me, both as a supervisor and as a mentor who had such a lasting influence on my academic life.

I will always remember him with the deepest respect and gratitude—not only for his outstanding scholarship and expertise, but also for his extraordinary kindness, generosity, patience, and unwavering support. In those days, he seemed to be in his office seven days a week, always available, even on Saturdays and Sundays. Looking back, I am still touched by his dedication and the time and care he gave so generously to me. I feel truly privileged to have been one of his Ph.D. students. 

I still vividly remember when he visited the University of Guelph in the late 1990s to receive his Honorary Doctor of Science degree. It was a truly special occasion, and I felt deeply honoured to be there to witness that recognition of his outstanding scholarly contributions. 

My heart goes out to Marie-Odile, Geoffroy, and Philippe at this very difficult time. I sincerely hope they can find some comfort in knowing how deeply Dr. Michel Laroche was respected and how much he was appreciated by the people around.

Dear Marie-Odile, Geoffroy, and Philippe,

I am deeply saddened by Dr. Laroche’s passing. Please accept my heartfelt condolences. My thoughts are with all of you during this painful time.

Dr. Laroche had a profound influence on my life. His guidance, kindness, and generosity helped shape the scholar and person I am today. I will always be grateful for his support and for the time and care he devoted to me.

I cherish the memories of visiting your family in Montreal after my graduation and of my last visit to you in New Jersey several years ago. The warmth you all shared with me made those visits special, and I will always treasure them.

Dr. Laroche’s legacy lives on through his scholarship and the many people he mentored. For me, that legacy is deeply personal. I will carry his lessons and example with me and remember him with love and gratitude.

Please know that I am thinking of you and sharing in your sorrow. Sending you all my love and deepest sympathy.

Zhiyong

Michel, I will miss you deeply. We first met in 2009, and I will always treasure the years of shared work and friendship that followed.

You were generous with your time, always ready to help, and I knew I could count on you.

Beyond all you achieved, you had a special gift for bringing people together. I hope the circle of colleagues and friends you helped create will endure as part of your legacy.

My thoughts and affection are with Marie-Odile, Geoffroy and Philippe, whose friendship I also hold dear.

We have lost a legend and a dear friend. Thank you, Michel, for everything.

Boris

I am very sad to hear that Michel has passed. He was a great friend, and lifelong mentor. I was privileged to have Michel as my thesis supervisor, both for my MSc and PhD degrees, and I spent nearly 8 years as his research assistant. He was one of the most influential people in my life, and I am forever grateful for his mentorship, friendship, and support. He will always live in my heart, and as one of the greatest legends of the field of marketing. My deepest condolences to Marie-Odile, Geoffroy and Philippe. 
Mark Cleveland, Western University (Ontario, Canada)

Michel,
I cannot thank you enough for your trust and your guidance over the years. You were always there for me. I will miss you dearly.

My heart is with your family.

Thank you.
Nathaniel MH

Michel, mon grand frère que j’admirais tant, je croyais que tu étais un roc. Ta présence et ta gentillesse vont me manquer.
À jamais dans mon cœur.Momy

Michel, 

I will certainly miss you and cherish the memories of the work we did together, but also of the many times we shared good food and wine.  You remain with me in spirit!

Barry

Nous avons été profondément bouleversé d'apprendre la disparition de mon frère Michel. 
Perdre un frère — quelqu'un qui partage ton histoire et tes souvenirs depuis l'enfance de Rabat à Bayonne— est une épreuve immense que les mots peuvent difficilement apaiser. 
Je me souviendrai toujours de sa gentillesse et de sa générosité.  
Son expertise professionnelle en Marketing du Consommateur et sa notoriété étaient reconnues et recompensés mais il était resté  très modeste.  
Nous pensons très fort à son épouse et à ses deux garçons dans cette douloureuse épreuve. 
Qu'il repose en paix dans le royaume céleste.
Gérard & Murielle Laroche
Steve & Lucas Laroche

OBITUARY

Michel Laroche

15 March, 1945 – 25 September, 2026

Centre funéraire Côte-des-Neiges

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