How top dogs negotiate: Nestlé Purina Petcare and Amazon Europe
Jordaan, Barney
Jordaan, Barney
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Publication Year
2025
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Book
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14
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Abstract
This case provides insight into the complexities of online negotiations between two global market leaders about pricing and terms in the context of a turbulent environment. It requires students to put themselves in the position of the Nestlé Purina PetCare negotiation team who had to negotiate pricing and terms with Amazon Europe. Students have to discuss which of three options for its future to commence the negotiations with, which strategy to kick off the negotiations with, under what circumstances to adapt it and what tactics to apply. Students are also challenged to discuss the impact of the negotiation outcomes on Nestlé Purina PetCare's commitment to sustainability, its digital strategy and development of its pet care ecosystem.
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Keywords
Digital strategy, Europe, Negotiation, Pricing