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Bob Schulze, a student in Peter Drucker’s course on the information-based organization, discusses his business, Premium Distributing Company. He talks about the decline in his market and the Coors brand. Drucker states that distributors cannot be blamed, and that Schulze is not in control. Drucker goes on to say that the nature of a national brand is that the brand sells and not the distributor. The lecture continues beyond the length of the tape recording.