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鈥檚 teaching and research have been widely recognized with many honors for his contributions, including Fellow of the American Marketing Association (AMA), the Paul D. Converse Award, the AMA/McGraw-Hill/Irwin Distinguished Marketing Educator Award, the Career Contributions to Services Marketing Award from the AMA, the Outstanding Marketing Educator Award from the Academy of Marketing Science, and Fellow of 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 selected as the inaugural recipient of the Outstanding Doctoral Alumni Award from the Carey School of Business at Arizona State University, 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.