Dr. Barry BarnesProfessor of Management
Ask a Grateful Dead follower what made the legendary band so special and you will get many different answers, but among them will most assuredly be the sense of community shared by the fans and the experiential involvement of the audience in Grateful Dead concerts. Barry Barnes, a Grateful Dead scholar, seeks to create this same sense of community and active involvement in his business courses at the Huizenga School. “I work toward energizing and involving students to shift learning from passive-dependent to active-experiential,” said Barnes. “My goal is for students to stretch and work to their fullest capabilities by both understanding and applying the management theories and concepts presented, not merely memorizing them.”
Barnes draws upon his 20 years of corporate business experience to bring management concepts to life in his classroom. He began his career in information technology management with IBM and also worked at John Deere, where he was a key player in ushering Deere & Company into the personal computer era. Barnes has also worked as a trainer, an IT consultant, and an entrepreneur.
With the Grateful Dead archive set to open at the University of California at Santa Cruz, "Management Secrets
of the Grateful Dead" in the March, 2010 issue of The Atlantic turned to the academic community to discuss
the band's impact on music, culture and business. Among the scholars interviewed was the Huizenga
School's Professor of Leadership and Grateful Dead scholar, Barry Barnes. According to Professor Barnes,
"The Dead were masters of creating and delivering superior customer value." For Professor Barnes, the
business model of the Grateful Dead has applications for the current economic climate. "If you’re going
to survive this economic downturn, you better be able to turn on a dime. The Dead were exemplars."
Read the full article.
Business Week featured a write up on the Atlantic story, featuring a quote from Professor Barnes. Read the write up.
Professor Barnes also discussed the Grateful Dead’s business model on the Fox Business channel on March 9.
Professor Barnes was also recently interviewed by New Hampshire Public Radio's Word of Mouth program and the BBC Radio's World Today discussing the impact of the Grateful Dead on music, culture and business.
Listen to the interviews:
BBC Radio's World Today
New Hampshire NPR's Word of Mouth