Sneak Peek…

Author, globetrotter and academician, Rosanna Garcia is a woman with a strong scientific aptitude, marketing and management expertise, a drive for entrepreneurship and a flair for innovation.

Originally from California, Dr. Garcia spent the last 25 years in Massachusetts before she joined North Carolina State University 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 in conjunction with the College of Design. Rosanna holds a PhD in Marketing from Michigan State University and an MBA from the University of Rochester, NY. Her love of innovations stems from a BS in Chemical Engineering and a BA in Business Economics from the University of California, Santa Barbara.

After more than 10 years in industry, she moved to academia to research topics, such as the diffusion of resistant innovations, the role of environmental sustainability in the innovation process, and the changing role of technology in the marketplace. Dr. Garcia is published in numerous academic journals including Sloan Management Review. She continually updates her knowledge on the innovation process through consulting at companies worldwide. 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.

She is the author of the textbook, Creating and Marketing New Products & Services, published by CRC Press. This book  teaches the key business and marketing principles needed to successfully design and launch new products and services in today’s global market. It begins by providing the foundation required to understand the role of new product development in the innovating organization. The concepts discussed in the book can help to boost innovation and improve the performance of any type of organization. Some of the concepts presented are generic and others must be modified for each application. Together, they can lead to greater profitability and reduced risk in the new product development activities within any organization.

Fun facts about Rosanna:

Rosanna loves to attend the summer olympics. Thus far, she has attended 8, with her last one being in London. Rio de Janeiro is next on the calendar!

Rosanna has also been involved in research in the wine industry. Though not a wine connoisseur, she definitely enjoys a good glass of wine.

A big supporter of women in the fields of entrepreneurship and technology, Rosanna encourages women to explore sustainability and innovation.



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