Troy, Lisa individual record
Clinical Professor

I have research interests in new product development and communication strategy.

selected publications
Academic Articles8
  • Troy, L. C., Hirunyawipada, T., & Paswan, A. K. (2008). Cross-Functional Integration and New Product Success: An Empirical Investigation of the Findings. Journal of Marketing. 72(6), 132-146.
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  • Szymanski, D. M., Kroff, M. W., & Troy, L. C. (2007). Innovativeness and new product success: insights from the cumulative evidence. Journal of the Academy of Marketing Science. 35(1), 35-52.
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  • Hise, R. T., Shin, J., Davidow, M., Fahy, J., Solano-Mendez, R., & Troy, L. (2004). A Cross Cultural Analysis of the Geographical Knowledge of U.S., Irish, Israeli, Mexican, and South Korean Business School Students. Journal of Teaching in International Business. 15(3), 7-26.
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  • Troy, L. C., Szymanski, D. M., & Varadarajan, P. R. (2001). Generating New Product Ideas: An Initial Investigation of the Role of Market Information and Organizational Characteristics. Journal of the Academy of Marketing Science. 29(1), 89-101.
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  • Szymanski, D. M., Kroff, M., & Troy, L. C. (2004). Does innovativeness enhance new product success? Insights from a meta-analysis of the evidence. The Profit Impact of Marketing Strategy Project. 92-123. Cambridge University Press.
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mailing address
Texas A&M University; Marketing; 4112 TAMU
College Station, TX 77843-4112