Professor Lester Johnson is a world-class expert in market research and services marketing and is one of the Asia-Pacific region's most highly regarded and honored marketing professors. During his more than 35 years in academia, Professor Johnson has won innumerable awards for his research, including one paper on prestige brands (luxury goods), which was named the best of all the articles published over a 10-year period in the international journal Academy of Marketing Science Review. In 2004 he was named one of three inaugural Fellows of the Australia New Zealand Marketing Academy for his contribution to marketing teaching and research, and in late 2007 he was made a Fellow of the Australian Market and Social Research Society for his service to the market research industry in Australia. He is editor of the Australasian Journal of Market & Social Research, associate editor of the International Journal of Service Industry Management and a member of the editorial boards of the Australasian Marketing Journal and the Journal of Services Marketing. Originally from the US, Professor Johnson has taught in the US, Australia, Singapore and China.