Last Updated Nov 25, 2008 12:31 PM EST
Taking the case study of the rise of "turntablism" -- the musical form of scratching records created by hip-hop bands and DJs in 1970s New York -- Runde explained how a consumer group can radically change the way a product is used. In so doing, the users create a completely new identity for what is essentially the same object, offering opportunities for astute manufacturers.
Commenting on the MasterClass, Dr Runde says, "This talk is an example of the kind of multi-disciplinary thinking students can expect to benefit from at Judge Business School. In this particular case, starting from what appears to be quite an abstract philosophical question, one arrives at some interesting and unusual insights from a management perspective about the emergence and adoption of new categories of products."
The MasterClass in Management Seminars is a series of lectures organized by QS as part of the World MBA Tour, which looks at themes such as strategy, entrepreneurship, marketing and leadership. Presented by leading professors from some of the world's top business schools, the series offers potential MBA candidates a taste of the business school classroom and an insight into best practices drawn from case studies around the world.