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Escalation of conflict in FMCG industry: a negotiation case
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Orientador(es)
Resumo(s)
This work project develops a case-study to be used in Negotiation courses, both
in Masters programs and in executive education workshops. The case-study is based on
a real-life negotiating situation in Belgium between Unilever, the second largest Fast
Moving Consumer Goods (FMCG) company in the world, and Delhaize, one of the
most important Belgium’s retailers, with a significant international presence.
We also present an analysis of the negotiation based on relevant literature. First,
a brief literature review is presented about how to deal with multiple-issue negotiations
and how to deal with processes of escalation of conflict. These concepts are then
applied to the analysis of the case-study.
Descrição
Palavras-chave
Negotiation Package deals Processes of escalation of conflict FMCG