But it will take more than a handful of firms to change the British consumer mentality, says Vincent-Wayne Mitchell, professor of consumer marketing at the Cass Business School, City University London.

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Sent to boarding school in the U.K., he got a degree in business from City of London College, then studied business administration in Geneva.

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According to Roger Wallis of London's City University Business School, Europe's collecting societies work rather like the postal system: one price for all destinations, one administrative charge for everybody.

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