3-Minute MBA Class 
Negotiation 101: Keep Improving Your BATNA
鷸蚌相爭,漁翁得利:自己如何成漁翁呢?

Key Takeaways

1. Best Alternative to a Negotiated Agreement (BATNA)

  • The most advantageous alternative course of action a party can take if negotiations fail and an agreement cannot be reached

2. Case Study

  • Competitor: Coca Cola vs. Pepsi Cola
  • Beneficials: Nutrasweet

3. Strategy

  • To overcome the problem of patent expiry, Nutrasweet improves its BATNA against its customers by creating competition among customers

4. Actions

  • Don’t become preoccupied with tactics at the bargaining table
  • Keep improving BATNA "elsewhere"; think-out-the-box
  • Make deal and BATNA like two blades of the scissors

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