HOW TO STRUCTURE A RETAIL PHARMACY BUSINESS NEGOTIATION

Abstract

This article presents how to structure a real pharmacy retail business negotiation case scenario by adopting the Negotiation Map and the Four-Type Negotiation Matrix. The single descriptive case study involved two parties, one buyer and one supplier, in a bidding contest with the pharmacy retail business in Rio de Janeiro, Brazil, as the unit of analysis. Key findings pointed out planning negotiations to engagement as crucial to a better negotiation deal. Evidence also suggests structured negotiation approach is a sound strategy to be pursued. Finally, a completed negotiation map, implications, and discussion complete this article