Professor Garcia received a BS in Chemical Engineering and a BA in Business Economics from University of California, Santa Barbara, an MBA from the University of Rochester and a PhD in Marketing from Michigan State University. She worked as a new product manager for several companies in the telecommunications industry before joining the College of Business Administration faculty in 2002. Professor Garcia's research interests are in new product development, radical innovations, and complexity theory. In 2006, Professor Garcia was one of a team of researchers awarded a National Science Foundation grant to evaluate market responses to emissions reducing technologies for passenger cars and light trucks.

More information about Professor Garcia's research and interests can be found on her web site.

web.cba.neu.edu/~rgarcia/

Articles in Refereed Journals

Toubia, Olivier, John R. Hauser and Rosanna Garcia, "Probabilistic polyhedral methods for adaptive choice-based conjoint analysis: Theory and application", Marketing Science, forthcoming.

Garcia, Rosanna and Thomas Atkin, "Co-opetition for the diffusion of resistant innovations: A case study in the global wine industry", book chapter in Coopetition: The New Age Business Strategy, ICFAI University Press: India, forthcoming.

Atkin, Thomas, Rosanna Garcia and Larry Lockshin, “A multinational study of the diffusion of a discontinuous innovation – screw cap closures”, Australasian Journal of Marketing, forthcoming 2006.

Atkin, Thomas, Janeen Olsen and Rosanna Garcia, “Women in wine”, International Journal of Wine Marketing, forthcoming.  

Garcia, Rosanna, Paul Rummel and John Hauser, “Validating agent-based marketing models using conjoint analysis”, Journal of Business Review, forthcoming.

Garcia, Rosanna and Destan Kandemir, “Illustration of moderating effects in multi-national studies”, International Marketing Review, forthcoming 2006.

Kandemir, Destan, Roger Calantone, and Rosanna Garcia, “An exploration of organizational factors in new product development success”, Journal of Business and Industrial Marketing, forthcoming 2006.

Mintu-Wimsatt, Alma, Rosanna Garcia and Roger Calantone (2005), “Risk, trust and the problem solving approach:  A cross cultural negotiation study”, Journal of Marketing Practice and Theory, Winter, 13(1): 52-60.

Garcia, Rosanna (2005), “Use of agent-based modeling in innovation/new product development research”, Journal of Product Innovation Management, September, 22(5):  380-398.

Garcia, Rosanna, Roger Calantone, and Ralph Levine (2003), “The role of knowledge in resource allocation to exploration versus exploitation in technologically oriented organizations”, Decision Sciences Journal, March, 34(2): 323-350.

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

Garcia, Rosanna and Roger Calantone (2002) “A critical look at technological innovation typology and innovativeness terminology: A literature review”, Journal of Product Innovation Management, March, 19(2): 110-132.

Other IGIM Biographies and Research