Innovation and Design Rosanna Garcia

Associate Professor, Business Management

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Contact Information

Nelson Hall 2326
Raleigh, NC
P: 919-515-6944

Rosanna Garcia joined NC State in August 2014 as a Chancellor’s Faculty Excellence Program cluster hire in Innovation + Design. She is an associate professor in the Department of Business Management in the Poole College of Management and is the college’s faculty director of the Business Sustainability Collaborative. In 2015, she co-founded the NC State Advancement of Women Entrepreneurs (AWE) to support women in their journey as business owners. AWE serves students, faculty and women in the Triangle community. These new roles support her Innovation + Design mission, which is to develop curriculum and student-focused programs that help develop and launch technologies germinating from student ideas and faculty research, especially those around environmental sustainability. Her recent research and teaching focuses on sustainable innovations and the role of trust in sharing communities that evolve in societies driven by the benefits of co-sharing of assets, and on the introduction of ‘resistant’ innovations to a reluctant marketplace.

Garcia holds a Ph.D. in marketing from Michigan State University and an MBA from the University of Rochester. She earned a bachelor of science in chemical engineering and a bachelor of arts in business economics from the University of California, Santa Barbara. As a co-PI on a National Science Foundation grant, “Implications of automotive greenhouse gas policies on materials flows: A life cycle approach integrating engineering, public policy, and market decisions,” her recent work has concentrated on the diffusion of electrical vehicles into the U.S. market. She is an expert on agent-based modeling, a simulation technique that models consumer decision making in complex market situations. Garcia’s teaching focuses on entrepreneurial marketing and new product launch. She is author of the textbook, Creating and Marketing New Products & Services.

Previously, Garcia was an associate professor of marketing and innovation at Northeastern University. She has received grants from the National Science Foundation, the HASTAC/MacArthur Foundation, the Marketing Science Institute and the Product Development Management Association for her work on diffusion and agent-based modeling. She sits on the board of several startups due to her expertise in entrepreneurial marketing, and is a sought after consultant for her work in market simulation. Prior to joining academia, Garcia spent 12 years working in the telecommunications industry in business development, including starting and selling a small business. As a small business owner, she was elected as an Small Business Association White House Business Council representative for Massachusetts. She has three patents resulting from this time in industry.