Rosanna Garcia

Key Research Publications

  • Zhang, Ting, Sonja Gensler and Rosanna Garcia (2011) “A study of the diffusion of alternative fuel vehicles: An Agent-based Modeling Approach” Journal of Product Innovation Management Vol. 28: 150-166.

  • Calantone, Roger, Rosanna Garcia and Cornelia Dröge (2003), “The effects of environmental turbulence on new product development strategy planning,” Journal of Product Innovation Management, March, 20(2): 90-103.

Rosanna Garcia, Ph.D.

Associate Professor of Marketing Business Management

Sustainability Approach

  • My work focuses on sustainability strategies in the designing and marketing of new products. Another area of interest to me is how B Corporations differ in their approach to developing and marketing of innovations compared to their counter-parts.

Research Specialities

  • Sustainability in the innovation process
  • B Corporations
  • Sustainability in design thinking
  • Sustainable services

Sustainability Related Courses Taught

  • MBA563 Product and Brand Management - This course explores how firms can and should incorporate sustainability measures into their innovation process. It also examines the role of consumers in the acceptance of environmentally friendly innovations.

Business Sustainability Collaborative Library: