The negotiation paradigm in B2B sales: applying Harvard principles to selling in the Italian cosmetics industry
Adamuccio, Rocco (A.A. 2024/2025) The negotiation paradigm in B2B sales: applying Harvard principles to selling in the Italian cosmetics industry. Tesi di Laurea in Sales management, Luiss Guido Carli, relatore Amgelo Monoriti, pp. 81. [Master's Degree Thesis]
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Abstract/Index
Theoretical foundations of negotiation and sale. Negotiation as a grammar of human relationships. The Harvard negotiation project: a scientific revolution. Towards a scientific approach to sales: from negotiation theory to commercial practice. Selling in the 21st century: from transactional to relational. B2B selling as a negotiation process. Hidden identity: when selling means negotiating. Harvard's four principles applied to B2B selling. Strategic tools: BATNA and ZOPA in consultative selling. Empirical validation-when theory meets practice. From the theoretical framework to the operational reality: the cosmetics sector as a negotiation laboratory. The architecture of the research: methodology and anatomy of the sample. Negotiation training as a watershed: those who know how to negotiate sell better. From Harvard theory to Italian cosmetics. The measurable impact of negotiation training. The language that sells: communication skills as operational translation. Strategic preparation: where time becomes investment. Ethical persuasion in the cosmetic context. Multi-stakeholder complexity management. From salesperson to consultant: the evolution of a profession. Implications and prospects–the future of negotiation selling. Beyond the numbers: managerial implications for B2B organizations.
References
Bibliografia: pp. 79-81.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Strategic Management (LM-77) |
| Chair: | Sales management |
| Thesis Supervisor: | Monoriti, Amgelo |
| Thesis Co-Supervisor: | Gabellini, Rachele |
| Academic Year: | 2024/2025 |
| Session: | Extraordinary |
| Additional Information: | Tesi discussa all'estero. |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 11 Feb 2026 14:36 |
| Last Modified: | 11 Feb 2026 14:44 |
| URI: | https://tesi.luiss.it/id/eprint/44791 |
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