Read the full article in the Harvard Business Review: http://blogs.hbr.org/cs/2012/02/when_the_customer_isnt_right.html
Professor John M.T. Balmer BA (Hons). MBA (Dunelm), PhD, AMusTCL, Dip.M, PGCE is Director of the Marketing Research Group; Professor of Corporate Marketing at Brunel Business School and quondam Professor of Corporate Brand/Identity Management at Bradford School of Management. Previously he was Professor of Corporate Identity at the same institution. It is believed the Chairs held by him are the first of their kind. At Strathclyde Business School, Glasgow, he was Founder/Director of the International Centre for Corporate Identity Studies. Awarded his PhD in corporate identity management in November 1996 he was appointed to his first professorial position in September 1999. He has been tireless in his advocacy of the strategic importance of corporate identity, corporate branding and corporate marketing to scholars and practitioners alike over the last two decades and is also known for his work on monarchies as corporate brands, the BBC, British Airways; Building Societies; identity alignment (“the Acid Test’), Ethical Identity and Identities. Professor Balmer has written numerous landmark articles on the above areas in leading journals including California Management Review, European Journal of Marketing, Long Range Planning, Journal of Business Ethics, the British Journal of Management and International Studies of Management and Organizations. Since 1997 he has served as guest editor for over 16 special editions of academic journals on corporate marketing/identity and corporate brand management related concerns.