Business Case Studies & Business Publications

Golf Fore Value: Robert Johnston

Frey, Sherwood C. ...

Case

Golf Fore Value: Robert Johnston

Frey, Sherwood C. Jr.; Bass, Lucien; DuVal, Daniel B.

QA-0732 | Published June 4, 2009 | 5 pages Case

Collection: Darden School of Business

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This case and its related case (UVA-QA-0731) examine both sides of a two-party negotiation, in which students are asked to find the net value of the deal. These cases fit well in negotiations courses and are suitable for both undergraduate and MBA students. This case is from the perspective of Robert Johnston, owner of Golf Fore Value. Johnston eagerly awaited David Deluna's return to the golf shop with the clubs he was willing to trade for a new putter. Johnston already had a buyer for one of clubs that Deluna indicated could be included in the trade. Johnston had known Deluna for a number of years and was impressed by the young golfer's skills and the respect with which he treated his clubs. As a result, Johnston was confident that he would be able to acquire used clubs with considerable resale value. In conducting the trade, Johnston wanted to maximize the profit potential of the used clubs he took in trade, being sure that it exceeded his profit on the Cameron putter.

Negotiation preparation, probing for the counterpart's values, managing the concession process, structuring/restructuring potential agreements, and claiming value