This 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
