Costa, Luís AlmeidaRomeo, Gabriella Maria Carmen2019-05-102020-05-302019-01-25http://hdl.handle.net/10362/69195This project illustrates the key strategic issues involved in price negotiations and discusses the main concepts and ideas to analyze such situations. In particular, this report presents a casestudy of a price negotiation to be used in Masters Programs and executive education workshops, as well as an analysis of the case-study. The case-study is based on a real-life price negotiation which happened in the context of an acquisition process between a global online retailer (the acquirer, Amazon.com, renamed Borneo) and a natural and biological certified grocery store (the target, Whole Foods Market, renamed Fit Veggies). The report is organized as follows: we start by briefly describing the negotiation between Amazon and Whole Foods. We then present the case-study, particularly the general and confidential instructions for both parties. Finally, we conduct a case review introducing the main ideas for analysis of a price negotiation.engPrice negotiationsSingle-issue negotiationDistributive bargainingCase-studyRole-playmaster thesis202224554