Premium Essay

Luna

In: Business and Management

Submitted By amrsaleem
Words 887
Pages 4
Josh Gatti
4/12/12
Wri 118

Luna Negotiation Case Analysis
In the Luna case that involved the companies DGG and Global Service, DGG was trying to receive payment for trademark infringement of a pen that Global Service was currently producing. In the negotiation, Erika did not have a very strong BATNA, which was getting another company to manufacture the Luna pen after a potential lawsuit that would likely only force Global Service to cease production. DGG's interest was simply to receive money for the use of the trademark because they had no intentions of resuming the Luna pen part of their business but still wanted the payment for its use or a potential partnership that would benefit both parties. However, Global Service's interest was simply to keep manufacturing and distributing the Luna pen as it represented 25% of the company's revenue. If Global Service could not negotiate with DGG and possibly be forced to stop producing the pen in a lawsuit, Global Service would have only one BATNA, which is to find another pen to manufacture instead of the Luna pen.
While I liked many of Erika's approaches in negotiating, I still would still have changed many things. I strongly agreed with her first two approaches in dealing with Mr. Feng as she displayed a very polite and accommodating attitude in her first message to the CEO and then properly asserted herself when the CEO was clearly brushing her off. In the first message she sent, I thought it was a great idea to be very courteous and polite because she does not know this person and she does not want to start the negotiation poorly. Furthermore, when the CEO clearly did not have any interest in speaking with her, she grabbed his attention by sending the threat that she intends to file a lawsuit. She did not lose control and start an argument, but she used the strategy of "Use the Power to Educate" like in Getting Past the…...

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