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Conor Henderson is an academic expert in marketing strategy. Henderson teaches and researches marketing strategy with an emphasis on firms' strategies and tactics aimed at building enduring customer relationships. His research aims to uncover areas where firms go wrong and identify opportunities to increase customer value and financial performance. Through a multi-method approach, Henderson investigates the strategic trade-offs across customers and over time in service, sports, digital, and business-to-business marketing contexts. His research has been published in journals including the Journal of Marketing, Marketing Science, and Journal of the Academy of Marketing Science.