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    Clínicas Buenavista: Information for the Medical Director

    Stein, Guido ; Cebrecos, Enrique

    English , Spanish

    • Reference: E-127-E

    • Year: 2009

    • Number of pages: 4

    • Geographic Setting: Alemania, Austria, España

    • Publication Date: May 10, 2010

    • Source: IESE (España)

    • Type of Document: Case

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    Description

    The following Wednesday Dr. Mackay, medical director and major shareholder in the Clínicas Buenavista was to have a meeting with Alejandro Lanzagorta, Business Manager at Eye Care, to negotiate lens prices for 2009. He had already told him on the phone that the group's buying potential was 4,000 multifocal lenses and 8,000 monofocal lenses so he should make a suitable offer, as they want to finalize the decision as soon as possible. However they did not want to compromise their relationship in the future either.

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    Keywords

    Negotiation Retailing Sales & Marketing Sales strategy