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National Webcast Explored Issues from Professor’s Textbook

Thousands of students worldwide, in addition to business school faculty and industry executives, participated in a live webcast done in conjunction with a strategy textbook authored by Associate Professor Mason Carpenter, Management and Human Resources. The webcast included an interactive interview that explored strategic thinking by a leader in the digital music industry, SNOCAP CEO Rusty Rueff. Rueff shared insights about SNOCAP's management strategies and answered students' questions about the digital music marketplace. The webcast, which was sponsored by the book’s publisher, Pearson/Prentice Hall, was moderated by Ingrid Vanderveldt, host of CNBC's "American Made."

Wisconsin MBA students in Cindy Devers’ MHR 723 (strategic management) class, who are using the textbook, “Strategic Management: A Dynamic Perspective” this fall, were among business students around the country who logged in remotely outside of class to participate in the webcast. CEO Reuff fielded one Wisconsin student’s question relating to competition between new digital music companies like SNOCAP and mainstream, traditional media companies.