Rosanna Garcia University of Denver, USA

Rosanna Garcia holds the Walter Koch Endowed Chair of Entrepreneurship and is professor of marketing at the Daniels College of Business at the University of Denver. 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 launching. She is author of the textbook, Creating and Marketing New Products & Services. Garcia holds a PhD in marketing from Michigan State University and an MBA from the University of Rochester, NY. 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.