An article by Dr. Leonard L. Berry, Mays Business School’s University Distinguished Professor of Marketing, and his coauthors was recognized as the Distinguished Winner of the American Marketing Association (AMA) and EBSCO Responsible Research in Marketing Award. This award, also sponsored by the Sheth Foundation and Responsible Research in Business and Management (RRBM), honors outstanding research that produces both credible and useful knowledge that will benefit society.
The AMA/EBSCO award recognizes Berry, who was the lead author in the Mayo Clinic Proceedings article, “When Patients and Families Feel Like Hostages to Health Care.” The Texas A&M University Regents Professor co-authored this article with Tracey S. Danaher of Monash University, Dan Beckham of the Beckham Company, Rana L. A. Awdish of the Henry Ford Health System, and Kedar S. Mate of the Institute for Healthcare Improvement.
This paper is unique in that the study was published in a journal outside of the academic marketing community. “This is a best paper award in marketing, but it’s drawn from a medical journal, which is very unusual,” said Berry, who is a Senior Fellow of the Institute for Healthcare Improvement. “What’s exciting is that colleagues in the marketing community who do not read medical journals will now know of the article because it is quite relevant to marketing topics – particularly consumer behavior and service marketing – that we teach in business schools.”
The paper’s diverse group of co-authors – two marketing professors, a healthcare consultant, and two physicians – was instrumental in crafting an article on this unusual topic. Some of the journal editors were understandably wary of publishing an article on the potentially controversial topic of “patients as hostages” but the authors persevered through the review and revision process and Berry credits the journal for publishing the article. It turned out that the authors received many favorable comments from physician readers after publication, as much of the paper’s content offers guidance on how to help patients feel safe in communicating candidly with their doctors. Berry hopes that his research in healthcare may encourage other business school faculty to do more of their research in healthcare.
Berry’s prolific research into healthcare and service quality also has played a foundational role in the identification of healthcare as one of Mays’ three Grand Challenges in the school’s 2017-2021 Strategic Plan. “Len Berry’s research program in healthcare has initiated an important conversation in Mays Business School about the societal impact of our professional endeavors,” said Dr. Manjit Yadav, head of the Department of Marketing at Mays. “This conversation, over the long-term, has the potential to significantly enhance our national and international reputation. The AMA/EBSCO award is a wonderful recognition of the impact that Len is having in marketing and the medical community.”
The Responsible Research in Marketing Award recognizes studies that exemplify RRBM’s definition of responsible research, which is built on a foundation of seven principles:
- Developing knowledge that benefits both business and the broader society to create a better world.
- Contributing to fundamental theoretical knowledge as well as application to address pressing and current issues.
- Valuing interdisciplinary collaboration and diverse research approaches to reflect the multiple and complex problems facing business and society.
- Implementing sound scientific methods and processes in the research undertaken.
- Engaging stakeholders in the research process without compromising the independence of the study.
- Creating an impact on diverse stakeholders that can contribute to better business and a better world.
- Using diverse forms of knowledge dissemination that collectively advance basic knowledge and practice.
Additionally, the term “useful knowledge” recognizes that the research addresses important social challenges and offers meaningful insights that can inform policymakers and practitioners. The award winners’ findings have wider societal implications beyond a firm’s financial performance and extend beyond the particular consumer group, firm, or employee group that was studied.
More than 70 nominations were submitted for the AMA/EPSCO Award and reviewed by a diverse team of scholars, who received input from subject matter expert reviewers. To be considered, nominated studies needed to be published within 2017-2020 and exemplify the Seven Principles of Responsible Research.
About Dr. 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). 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. Professor Berry’s teaching and research have been widely recognized with many honors for his contributions, including 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 Career Contributions to Services Marketing Award from the AMA, and the Outstanding Marketing Educator Award from the Academy of Marketing Science. 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.
About Mays Business School
At Mays Business School, we strive to advance the world’s prosperity. Our mission is to be a vibrant learning organization that creates impactful knowledge and develops transformational leaders. Mays Business School educates more than 6,300 undergraduate, masters, and doctoral students in accounting, finance, management, management information systems, marketing, and supply chain management. Mays consistently ranks among the top public business schools in the country for its programs and for faculty research.
About the American Marketing Association (AMA)
As the largest chapter-based marketing association in the world, the AMA is trusted by marketing and sales professionals to help them discover what is coming next in the industry. The AMA has a community of local chapters in more than 70 cities and 350 college campuses throughout North America. The AMA is home to award-winning content, PCM® professional certification, premiere academic journals, and industry-leading training events and conferences.
About the Sheth Foundation
Founded by Dr. Jagdish & Madhu Sheth, the Sheth Foundation supports the academic scholarship, publications, education, and research of tax-exempt, publicly supported educational organizations, primarily focusing on the discipline of marketing, by providing support to grant-awarding recipient organizations.
About Responsible Research in Business and Management (RRBM)
Responsible Research for Business and Management (RRBM) is dedicated to inspiring, encouraging, and supporting credible and useful research in the business and management disciplines.
EBSCO Information Services, headquartered in Ipswich, Massachusetts, is a division of EBSCO Industries Inc., a private company headquartered in Birmingham, Alabama. EBSCO provides products and services to libraries of very many types around the world.