Leonard L. Berry

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 done in-residence field research at Gundersen Health System, ThedaCare, and Bellin Health System, all in Wisconsin, and at Henry Ford Health in Detroit, Michigan.  Concurrent with his faculty position in Mays Business School, Dr. Berry is a Senior Fellow of the Boston-based Institute for Healthcare Improvement, Senior Quality Advisor for Henry Ford Health in Detroit, and Adjunct Professor, Faculty of Health Sciences, University of Southern Denmark.

Professor Berry has published 13 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.

Professor Berry’s teaching and research contributions have been widely recognized with honors that include The Sheth Gold Medal; The American Marketing Association (AMA) William Wilkie “Marketing for a Better World” Award; the Paul D. Converse Award; the AMA/McGraw-Hill/Irwin Distinguished Marketing Educator Award; the AMA Career Contributions to Services Marketing Award; and the Academy of Marketing Science Outstanding Marketing Educator Award. He is a Fellow of both the American Marketing Association and the Academy of Marketing Science. In 2024, he received the Texas A&M Foundation’s Partner in Philanthropy Award as well as Texas A&M’s Southeastern Conference Faculty Achievement Award. He also received the University’s Distinguished Achievement Award in Teaching (1990) and the Distinguished Achievement Award in Research (1996 and 2008). In 2014, he was inducted into Arizona State University’s Carey School of Business Hall of Fame, the first doctoral graduate to be selected, and in 2015 the Mays Business School at Texas A&M awarded him the Lifetime Achievement Award for Research and Scholarship. Dr. Berry has received nine Best Article awards, including two for publications having long-term impact in the marketing discipline: the 2023 ACR-Sheth Award for an article published in 1996 and the 2022 AMS Parasuraman Award for an article published in 1995. Dr. Berry has the distinction of being the most frequently cited author in the Texas A&M University System.

A former national president of the American Marketing Association, Dr. Berry founded the Center for Retailing Studies at Texas A&M in 1982 and served as its director through 2000.