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 (McGraw-Hill, 2008), co-authored by Kent D. Seltman. Concurrent with his faculty position in Mays Business School, Berry is a Senior Fellow of the Institute for Healthcare Improvement studying service improvement in cancer care for patients and their families.