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Peter Drucker lectures about the information-based organization. During his talk, he discusses: rhetoric, the importance of identifying the right questions, automobile dealers and the Ford Model T in the early 20th century, television and magazines, the lack of impact of the computer on the business industry, Jack Welch and cost cuts at General Electric, and the American automobile industry. Jose, a student in the course, adds what questions he needs to ask for his market. The video begins with the lecture in progress. The lecture continues on tape 2.