Rosanna Garcia
Margery Reed Hall 117
Walter Koch Endowed Chair of Entrepreneurship; Associate Professor of Marketing
Office of Entrepreneurship, Department of Marketing, Endowed Chair
Rosanna Garcia

Biography at a Glance

Rosanna Garcia is the Walter Koch Endowed Chair of Entrepreneurship and Associate Professor of Marketing at the Daniels College of Business. 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. 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.”

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.

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.


  • PhD, Marketing, Michigan State University Eli Broad Graduate School of Business, 2002
  • MBA, University of Rochester Simon Business School, 1988
  • BS, Chemical Engineering and B.A., Business Economics, University of California, Santa Barbara, 1984

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