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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


PhD Arizona State University, 1968
MBA University of Denver, 1965
BA University of Denver, 1964

Research Interest

Services Marketing, Marketing Strategy / Quantitative Modeling


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 field research at Gundersen Health System, ThedaCare, and Bellin Health System, all in Wisconsin, and at Henry Ford Health in Michigan.  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, and is an Adjunct Professor, Faculty of Health Sciences, University of Southern Denmark.

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.

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. 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 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.

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.

Research Publications

“Community Health Partners in Unexpected Places,” Mayo Clinic Proceedings, published online October, 2023 (with Michael K. Hole, Sunjay Letchuman, and Allister Chang).

“In Reply: Where Reshaping Communications in Healthcare Service Begins,” Journal of Service Research, forthcoming (with Tracey S. Danaher and Deanna J. Attai).

“Reclaiming Healthcare’s Healing Mission for a Sustainable Future,” Journal of Service Research, published online September 2023 (with Manjit Yadav and Michael Hole).

“Improving How Clinicians Communicate with Patients: An Integrative Review and Framework,” Journal of Service Research, published online August 2023, forthcoming in print November, 2023 (with Tracey S. Danaher, Ray Charles “Chuck” Howard, Sarah Moore, and Deanna J. Attai).

“How to Serve Vulnerable Older Adults Efficiently and with Dignity,” Harvard Business Review, published online June, 2023 (with Mary Naber, Sunjay Letchumen, and Peter Fitzgerald).

"Learning from the Pioneering Founders of the Service Research Field” Journal of Service Management, in print June, 2023, pp. 605-630 (with David Bowen, Ray Fisk, John E.G. Bateson, Mary Jo Bitner, Stephen W. Brown, Richard B. Chase, Bo Edvardsson, Christian Grönroos, A. Parasuraman, Benjamin Schneider, Valarie A. Zeithaml).

Berry, L. L. (2023, June 15). "A more humane model for eldercare in the U.S."Harvard Business Review.

“How Hospitals Improve Health Equity Through Community-Centered Innovation,”NEJM Catalyst, published online March, 2023 (with Sunjay Letchuman, Joneigh Khaldun, Michael Hole).

"Mitigating Moral Injury for Palliative Care Clinicians," Palliative Medicine Reports, in print February, 2023, pp.24-27 (with Anne Pereira, Mark Linzer).

“A Framework for Designing Excellent Virtual Health Care,” Harvard Business Review, published online April, 2022 (with Anaeze C. Offodile II, Manjit S. Yadav, Rebecca L. Kaul).

“Revising the Internal Revenue Service’s Nonprofit Hospital Community Benefit Reporting Standard,” Health Affairs Forefront, published online April, 2022 (with Sunjay Letchuman, Michael K. Hole, Ge Bai).

“Reinvention and Inspiration: How I Evolved as a Researcher,” in Reflections of Eminent Marketing Scholars, Dawn Iacobucci (ed), published online March 2022, pp. 32-36.

“5 Ways to Restore Depleted Health Care Workers,” Harvard Business Review, published online February 2022 (with Rana L.A. Awdish, Stephen J. Swensen).

“Advancing Human Health, Safety, and Well-Being with Healthy Buildings,” Journal of Hospital Management and Health Policy, published online January 2022 (with Sarah O. Marberry, Robin Guenther).

“When the Aims and Ends of Healthcare Misalign,”Journal of Service Research, published online ahead of print, November 2020, in print January 2022 pp.160-184 (with Deanna Attai, Debra Scammon, and Rana Awdish). (RRBM Honor Roll Recipient) (Finalist for 2023 Best Article Award for Journal of Service Research).

“The High Stakes of Outsourcing in Healthcare,” Mayo Clinic Proceedings, November 2021 pp.2879-2890 (with Sunjay Letchuman, Nandini Ramani, Paul Barach).

“Why Health Care Systems Should Invest in Medical Malls,”Harvard Business Review, published online November 2021 (with Kedar S. Mate, Sunjay Letchuman).

“Trust-Based Partnerships Are Essential – and Achievable – in Health Care Service,” Mayo Clinic Proceedings, July 2021 pp.1896-1906 (with Rana Awdish, Karina Dahl-Steffensen, Sunjay Letchuman), Editor’s Choice Selection.

Awdish, R. L. (2019, May 9). "Putting healing back at the center of health care."Harvard Business Review.

Berry, L. L. (2019a). "Service guarantees have a place in health care."Annals of Internal Medicine, 170(2), 116.

Berry, L. L. (2019b). "Service innovation is urgent in healthcare." AMS Review, 9(1–2), 78–92.

Berry, L. L., Crane, J. T., Deming, K., & Barach, P. (2020). "Using evidence to design cancer care facilities." American Journal of Medical Quality.

Berry, L. L., Davis, S. W., Flynn, A., Landercasper, J., & Deming, K. (2019). "Is it time to reconsider the term “cancer survivor”?" Journal of Psychosocial Oncology, 37(4), 413–426.

Berry, L. L., Keiningham, T. L., Aksoy, L., & Deming, K. (2020). "When cancer centers mislead prospective patients." JCO Oncology Practice, 16(5), 219–222.

Berry, L. L., & Mate, K. S. (2016). "Essentials for improving service quality in cancer care." Healthcare, 4(4), 312–316.

Jacobson, J. O., Berry, L. L., Spears, P. A., Steffensen, K. D., & Attai, D. J. (2020). "Proposing a bill of rights for patients with cancer." JCO Oncology Practice, 16(3), 121–123.

Jacobson, J. O., Rotenstein, L., & Berry, L. L. (2016). "New Diagnosis Bundle: Improving care delivery for patients with newly diagnosed cancer." Journal of Oncology Practice, 12(5), 404–406.

Stuart, B., Danaher, T. S., Awdish, R., & Berry, L. L. (2019). "Finding hope and healing when cure is not possible." Mayo Clinic Proceedings, 94(4), 677–685.