Read the “Iberia Airlines Builds a BATNA,” then answer questions 1-4 at the end of the case study. 1. Critique the negotiation strategies and tactics of all three key executives involved: Dupuy, Leahy, and Bright. 2. Critique the overall marketing strategies of the two aircraft makers as demonstrated in this case. 3. What were the key factors that ultimately sent the order in Airbus’s direction? 4. Assume that Iberia again is on the market for jet liners. How should Bright handle a new inquiry? Be explicit.
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