Clinical Associate Professor
Ph.D., Arizona State University, 2006; M.B.A., Arizona State University, 2000; B.S. University of Arizona, 1996
Consumer behavior, multicultural marketing
Academic Positions Held
Arizona State University: 2003-present. Previous appointments: University of Washington: 2006-2012
Corporate and Public Sector Leadership
Project Manager, Account Executive, Account Manager, Shelf Technology Manager, Procter & Gamble
Aguirre-Rodriguez, Alexandra, Adriana Bóveda-Lambie, and Detra Y. Montoya, “Ethnic consumer response to ethnic crossover brand extensions,” Journal of Business Research (forthcoming).
Montoya, Detra Y. and Maura Scott, “The Effect of Lifestyle-based Depletion on Teen Consumption Behavior,” Journal of Public Policy & Marketing (forthcoming).
Lum, Leslie, Detra Y. Montoya, Thaddeus Spratlen, and Michael P. Verchot, Closing the Gap: Diverse Markets and Diverse Entrepreneurship, UW Press (forthcoming).
Montoya, Detra Y. and Elten Briggs (2011), “Shared ethnicity effects on service encounters: A study across three U.S. subcultures,” Journal of Business Research, doi:10.1016/j.jbusres.2011.08.011.
Montoya, Detra Y. (2011), “Your Customers’ Expectations: Managing them is Essential to their Satisfaction,” American Pharmacist, (May), 27-31.
Bolton, Ruth N., Venkatesh Shankar, and Detra Y. Montoya (2009), “Recent Trends and Emerging Practices in Retail Pricing,” in Retailing in the 21st Century: Current & Future Trends, 2nd Edition, Manfred Krafft and Murali Mantrala, Eds., Germany, METRO.
Rosenbaum, Mark S. and Detra Y. Montoya (2007), “Am I welcomed here? Exploring how ethnic consumers assess their place identity,” Journal of Business Research, 60 (3), 206-214.
ASU is a tier 1 research university and W. P. Carey is proud of its strong tradition of teaching and classroom excellence. Our students directly benefit from the research and theories our faculty brings into the classroom. Below is a list of courses being taught during the current semester by this faculty member. Click a course to view it in the ASU course catalog.
MKT 300 - Marketing & Bus Performance
The dynamic role of marketing within society and organizations. Emphasizes frameworks and analytical tools that ensure customer focus and drive organizational performance.
MKT 302 - Applied Mrktng Mgmt & Ldrship
Market planning, execution, and assessment. Emphasizes decision and communication skills related to market opportunity analyses and marketing program development as a core business function.
MKT 455 - Brand Management
Focuses on understanding brand management and the concepts associated with building brand equity and managing brand identity and positioning. Students learn how firms create a competitive advantage by incorporating consumer insight into an effective branding strategy. In addition, students gain an understanding of the role of branding on product portfolio management. Heavily features case discussion, projects and real brands. Applies brand management knowledge to an actual branding strategy project for a small firm.
MKT 484 - Internship
Structured practical experience following a contract or plan, supervised by faculty and practitioners.