Cherrill P. Heaton (Ph.D.) recently retired as Professor of Organizational Communications from the University of North Florida where he taught organizational and business communications to students in the graduate business programs for thirty years. In addition, he taught short courses in effective business communication in numerous executive education programs. Besides serving as editor of Management by Objectives in Higher Education, he is the co-author of several articles on service management and four texts; Principles of Management: A Decision Making Approach; Organizational Theory, Achieving Service Excellence: Strategies for Health Care; and Managing the Guest Experience in… Hospitality. He also served as managing editor for the Academy of Management Executive.