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Poole College of Management

Think and Do The Extraordinary
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Think and Do The Extraordinary
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Rosanna Garcia

Assoc Professor

Nelson Hall 2326



Ph.D, Marketing, Michigan State University, (2002)


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Rosanna Garcia joined NC State University in August 2014 as a Chancellor’s Faculty Excellence Program cluster hire in Innovation+Design. In this role, she serves as an associate professor in the Department of Business Management in the Poole College of Management in conjunction with the College of Design.

As an expert in the diffusion of innovations, Dr. Garcia’s research has focused on how to introduce ‘resistant’ innovations to a reluctant marketplace. 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 which she uses in her research studies.

Dr. Garcia’s teaching focuses on entrepreneurial marketing and new product launch. She is author of the textbook, Creating and Marketing New Products & Services, published by CRC Press.

Her recent research and teaching centers on sustainable innovations and the role of trust in sharing communities that often evolve in societies concerned about environmental sustainability. Her role within the Innovation+Design Cluster 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.

Prior to joining NC State, Dr. Garcia was an associate professor of marketing and innovation at Northeastern University in Boston, Mass.

She has received grants from the National Science Foundation, the HASTAC/MacArthur Foundation, the Marketing Science Institute and the Product Development Management Association, among others for her work on diffusion and agent-based modeling. She sits on the board of several start-ups due to her expertise in entrepreneurial marketing and is a sought-after consultant for her work in market simulation.

Prior to joining academia, she 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 SBA White House Business Council representative for the State of Massachusetts. She has three patents resulting from this time in industry. Dr. Garcia holds a Ph.D. in marketing from Michigan State University and a MBA from the University of Rochester, N.Y. Her love of innovation stems from a bachelor of science degree in chemical engineering and a bachelor of arts in business economics from the University of California, Santa Barbara.