Prof. Dr. Rosanna Garcia is Associate Professor of Marketing at University of Denver where she also holds the title of Koch Endowed Chair of Entrepreneurship. Her role as the Koch Chair is to develop curriculum and student‐focused programs that help develop and launch technologies germinating from student ideas and faculty research, especially around STEM. As an expert in the diffusion of innovations, Dr. Garcia’s research has focused on how to introduce ‘resistant’ innovations to a reluctant marketplace. Her recent research and teaching centers on sustainable innovations and the role of trust in collaborative consumption communities. Dr. Garcia’s teaching focuses on entrepreneurial marketing and new product launch. She is author of the textbook, Creating and Marketing New Products & Services. She is also the co‐founder and CEO of Vijilent, a data analytics company that serves the legal industry. She holds three U.S. patents for new products.
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