Len Berry holds the JCPenney Chair of Retailing Studies, is Professor of Marketing, and is Director of the Center for Retailing Studies in the Lowry Mays College and Graduate School of Business at Texas A&M University. He is also editor of the Arthur Andersen Retailing Issues Letter and a former national president of the American Marketing Association. Dr. Berry’s new book, Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success, was published by The Free Press in January 1999.