James G. Maxham, III is an Associate Professor of Commerce at the McIntire School of Commerce, University of Virginia. (BusinessWeek ranks the University of Virginia # 1 among undergraduate business schools.) Professor Maxham examines quantitative models involving the retail value chain between human resource management, customer service employee performance, customer loyalty, and customer revenue trends. Recent work investigates how human resource management practices, service policies, product return policies, retail concept extensions, and customer relationship management technologies influence customer attitudes (e.g., satisfaction), behaviors (e.g., recommendations and loyalty) and store performance (e.g., same-store sales growth, customer conversion rates, and receipt values). Previously employed by the NCR Corporation and Russell Stover Candies, Professor Maxham teaches Customer Equity Management at the University of Virginia. He also teaches a study-abroad course, Marketing Strategy in Global Markets, a research-oriented course that blends classroom discussions, executive presentations, company visits, and market research to explore consumer behavior and industry dynamics in global markets (e.g., Paris, Brussels, Bath, London, Budapest, Prague, Vienna, Shanghai, Qingdao, and Beijing). Professor Maxham is a member of the American Statistical Association, the Institute for Operations Research and the Management Sciences (INFORMS), and the American Marketing Association. His research has appeared in premier research journals such as Marketing Science, Journal of Marketing, and Journal of Retailing, and his work has been profiled in many trade publications (e.g., BusinessWeek). He recently served on the editorial review board of Journal of Marketing, and he has conducted market research for leading firms in apparel, consumer electronics, home and garden products, automobiles, financial services, retail and financial systems, hospitality, and homebuilding, among others.