Strategic Negotiation by Kennedy Gavin;

Author:Kennedy, Gavin;
Language: eng
Format: epub
Publisher: Taylor and Francis
Published: 2016-03-06T16:00:00+00:00

Figure 7.3 Negotiators’ entry and exit points

The question for you, the licensor, is whether or not the entry prices of $200 000 from yourself and $60 000 from the licensee (Figure 7.3) represented the extremes of negotiating ranges that overlapped. If they did, you could negotiate a mutually satisfactory agreement; if they did not, either you would have to revise your exit price or seek somebody else as a licensee for the territory. You know your own exit price ($100 000) but you have no idea of the licensee’s exit price.

This analytical exercise helps to clarify what is at stake in the negotiation with a potential licensee. It does not solve all the problems faced by you as licensor, and neither could it be expected to do so. Though basically a simple device, Figure 7.3 reveals potential pressures from the negotiators and what is behind their demands and arguments. That alone enables you to address your interests and to take account of the licensee’s interests. You now know roughly what you should be looking for and why.

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