Leonard Schlesinger, a Harvard academic and former chief executive of Au Bong Pain, a rapidly growing chain of bakery cafes, says that much 're-engineering' has been crude. In many cases, he believes, the loss of revenue has been greater than the reductions in cost. His colleague, Michael Beer, says that far too many companies have applied re-engineering in a mechanistic fashion, chopping out costs without giving sufficient thought to long term profitability. BBDO's Al Rosenshine is blunter. He dismisses a lot of the work of re-engineering consultants as mere rubbish – 'the worst sort of ambulance-chasing.'