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Value Negotiation: How to Finally Get the Win-win Right by Horacio Falcão

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02. Understanding Negotiation

Learning Objectives:

• What negotiation is and is not

• How the win-lose and win-win strategies emerged

• What win-lose and win-win (their risks and rewards) are

• Which is better: win-lose or win-win

Negotiation Defined

What is Negotiation?

While shopping at the cereals aisle in a supermarket, I picked up my favorite brand, while my girlfriend picked a new one. I then curiously asked:

“Are you taking this cereal?” pointing to the box she was holding.

“Yes, I think so,” she answered somewhat hesitantly.

“Are you sure? You’ve always bragged that your favorite brand was the very best one and that you could not have anything else,” I asked, trying to prevent her from regretting her decision afterwards.

“Please ...

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