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GBM 427 Negotiations

Course Guide for GBM 427

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Guide Provides information on locating company information, news, trade journals, reports, etc. 

Library Workshop

Develop your BATNA  (Best Alternative to a negotiated agreement)

Your BATNA, or (Best Alternative to a negotiated agreement) - the measure that you judge proposed agreement.

SWOT analysis on your Fortune 500 with the lens of negotiation.


Start by examining the publicly traded Fortune 500 company

  • Official Company Website
  • Using Databases to learn about publically traded company
  • Articles about the company sources include
    • Factiva 
    • Business Source Premier
    • ABI/Inform


Survey of Librarian Instruction

Survey of librarian instruction

Survey QR Code for GBM 427


SWOT (strengths, weaknesses, opportunities, and threats) analysis is used to evaluate the fit between a company’s internal resources and capabilities (that is, its strengths and weaknesses) and external possibilities (that is, opportunities and threats).

Helpful eBook See chapter 11 of Bensoussan, & Fleisher, C. S. (2008). Analysis without paralysis : 10 tools to make better strategic decisions / Babette E. Bensoussan, Craig S. Fleisher. (1st edition). FT Press. 


  • Operating environment that relates to a particular industry. Suppliers, competitors, customers, labor, and international components.

  • General environment. The social, technological, economic, environmental, and political/legal (STEEP) components within which the industry and the company are situated.

Strengths are those factors that make a company more competitive than its rivals. It is where the company has an advantage over or superior assets to the competition. 

Weaknesses are limitations, faults, or defects within the company that can prevent it from achieving its objectives. It is when the company performs poorly or has inferior capabilities or resources to the competition. 

Opportunities relate to any favorable current or prospective situation in the external environment, such as a trend, change, or overlooked need that supports a product or service and permits the company to enhance its competitive position.

Threats include any unfavorable situation, trend, or impending change in the external environment that currently or potentially damages or threatens the company’s ability to compete.

(Source: Bensoussan, & Fleisher, C. S. (2008). Analysis without paralysis : 10 tools to make better strategic decisions)