Lisa C. Troy

Clinical Professor
Department of Marketing


Dr. Lisa C. Troy earned her B.S. in marketing from Utah State University and her MBA and PhD in marketing from Texas A&M University. She served on the marketing faculty of Utah State University and the University of North Texas before returning to Texas A&M as a clinical associate professor in 2008. She was promoted to clinical professor in 2015.  Prior to obtaining her PhD, Dr. Troy worked as a senior financial analyst at Exxon Company U.S.A. in Houston, Texas. She has research interests in new product development and communication strategy and has published articles in the Journal of Marketing and Journal of the Academy of Marketing Science, among others. Dr. Troy is currently the advisor of the advertising program in the Department of Marketing as well as the Texas A&M advertising competition team.  She is the recipient of the 2021 Herb Thompson Teaching Award in Marketing. She received the American Advertising Federation 10th District’s Faculty of the Year award in 2014 and has served on the board of directors for the Advertising Education Foundation of Houston since 2013.  Dr. Troy enjoys spending time with her family, reading, hiking, and working with animal rescue.

Research Interests

New Product Development, Communication Strategy