Leonard L. Berry

University Distinguished Professor of Marketing
Regents Professor
M.B. Zale Chair in Retailing and Marketing Leadership
Presidential Professor for Teaching Excellence
Senior Fellow, Institute for Healthcare Improvement

Biography

Dr. Leonard L. Berry is University Distinguished Professor of Marketing, Regents Professor, and holds the M.B. Zale Chair in Retailing and Marketing Leadership in the Mays Business School at Texas A&M University.  He also is a Presidential Professor for Teaching Excellence.  As a Visiting Scientist at Mayo Clinic in 2001-2002, he conducted an in-depth research study of healthcare service, the basis for his book, Management Lessons from Mayo Clinic (2008).  He also has conducted and published field research at Gundersen Health, ThedaCare, and Bellin Health, three high-performance health systems in Wisconsin.  Concurrent with his faculty position in Mays Business School, Dr. Berry is a Senior Fellow of the Institute for Healthcare Improvement studying service improvement in cancer care for patients and their families.

Professor Berry has written ten books in all, including: Discovering the Soul of Service; On Great Service; Marketing Services: Competing Through Quality; and Delivering Quality Service. He is the author of numerous academic articles and an invited lecturer throughout the world.

Dr. Berry founded the Center for Retailing Studies at Texas A&M in 1982 and served as its director through 2000.  His teaching and research have been widely recognized with many honors for his contributions, including Fellow of the American Marketing Association (AMA), the Paul D. Converse Award, the AMA/McGraw-Hill/Irwin Distinguished Marketing Educator Award, the Career Contributions to Services Marketing Award from the AMA, the Outstanding Marketing Educator Award from the Academy of Marketing Science, and Fellow of the Academy of Marketing Science.  Texas A&M awarded him the Distinguished Achievement Award in Teaching (1990) and the Distinguished Achievement Award in Research (1996 and 2008), the highest honors bestowed upon its faculty members.  In 2014, he was selected as the inaugural recipient of the Outstanding Doctoral Alumni Award from the Carey School of Business at Arizona State University, and in 2015 the Mays Business School at Texas A&M awarded him the Lifetime Achievement Award for Research and Scholarship. 

A former national president of the American Marketing Association, Dr. Berry is a member of the board of directors of several public company and national not-for-profit organizations.

Research

Title Year Type

Managing the Clues in Cancer Care

Journal of Oncology Practice

2016 Article

The New Diagnosis Bundle: Improving Care Delivery for Patients with Newly Diagnosed Cancer

Journal of Oncology Practice

2016 Article

Essentials for Improving Service Quality in Cancer Care

Healthcare

2016 Article

The Branding of Palliative Care

Journal of Oncology Practice

2016 Article

When the Customer is Stressed

Harvard Business Review

2015 Article