Faculty Experts


Rosanna Garcia

Associate Professor of Marketing, McCarthy Family Research Fellow



Related Articles

3Qs: The business of the Olympics

Rosanna Garcia, an asso­ciate pro­fessor of mar­keting who has attended the summer Olympics since 1984, explains how the Games have changed over the last two decades.


Teaching game wins MacArthur award

Mar­keting and graphic design pro­fes­sors col­lab­o­rate to win pres­ti­gious award in inno­v­a­tive dig­ital media and learning projects competition

Alternative-​​fuel vehicles slow to gain traction

Each Earth Day (April 22), many of us pay a little extra atten­tion to issues of envi­ron­mental sus­tain­ability, cli­mate policy, going green in our everyday lives and, increas­ingly, alternative-​​​​fuel vehi­cles. … read more »

Selected Publications

For a complete list of faculty citations, please visit iRis, Northeastern’s digital archive.


Specialization in exploration and exploitation: A systems approach

(with Anand Nair and Paul Rummel) International Journal of Business Systems Research, Volume 5, Number 1: 1-21.


The drivers for collective horizontal coopetition: a case study of screwcap initiatives in the international wine industry

(with Choi, P., and Friedrich, C.) International Journal of Strategic Business Alliances.


Wine, Hybrids and Nanotech: Exploring the Undesirables

Advances in International Marketing, 19.

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