Jim Kessler, founder of LaserTron, tells Ian Donegan how he has consistently attracted and retained customers for more than 30 years.

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If there is one thing that makes the US stand out from the rest of the world it is its attitude towards business. The American dream, as it is a little idealistically known, is to be able to work for yourself. There are few other populations that resent the idea of working for someone else quite so much. As a result, the business school is a popular destination for many students in the country as a first step to earn their self-made fortune.

This is where Jim Kessler formulated the idea for his amusement centre LaserTron as an assignment for one of his classes 32 years ago and has since been exploring what it takes to attract and retain customers.

Read the full article in the November issue of InterGame