Double Deal Making in the Browser World

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leleDor
 Biran
  [2012843469]
 
Case
 #5
 -­‐
 Double
 Deal
 Making
  1.1.
   Netscape
  Interests
  –
  Netscape
  is
  in
  pursuit
  for
  market
  shares,
  their
  main
  concern
  is
  keeping
  their
  shares
 in
 the
 rising
 market
 and
 blocking
 their
 main
 competitor
 –
 Microsoft.
 Beside
 all
 that,
  enlarging
 the
 revenues
 is
 always
 an
 issue.
 
 
  BATNA
 –
 Netscape’s
 BATNA
 is
 simple,
 it
 will
 keep
 its
 great
 grow
 with
 or
 without
 this
 deal,
 if
  they
  will
  not
  be
  able
  to
  get
  to
  an
  agreement,
  they
  will
  pursuit
  the
  dropping
  shares
  of
  the
  decreasing
 internet
 services
 market,
 especially
 AOL’s.
 
 
 
  ZOPA
  –
  the
  hatred
  of
  AOL
  towards
  Microsoft
  put
  the
  executives
  on
  relax
  mode
  and
  the
  lack
  of
  interest
  in
  investing
  by
  themselves
  in
  online
  services
  made
  the
  only
  option
  of
  closing
  a
  deal
 is
 by
 showing
 clear
 benefits
 in
 terms
 of
 cash,
 only
 if
 Netscape
 see
 actual
 profits
 from
  AOL
 this
 deal
 will
 happen.
 
   Microsoft
  Interests
  –
  The
 whole
 reason
 Microsoft
 is
 interested
 in
 this
 deal
 is
 for
 becoming
 a
 bigger
  market
  shareholder
  and
  to
  lower
  Netscape’s
  shares,
  by
  that
  they
  aim
  to
  take
  over
  the
  competition
 (as
 happened
 later).
  BATNA
 –
 Microsoft
 looked
 for
 a
 way
 to
 get
 their
 browser
 to
 be
 number
 one,
 this
 deal
 is
 had
  two
  sides,
  collaboration
  between
  the
  other
  two
  companies
  will
  block
  Microsoft
  from
  growing,
  and
  collaboration
  on
  Microsoft
  side
  means
  decreasing
  the
  opponent
  power.
  Microsoft’s
 BATNA
 is
 just
 trying
 to
 overcome
 the
 joint
 
 block
 in
 other
 tools
 as
 browsers
 are
  not
 the
 main
 revenue
 engine
 of
 the
 company.
 
  ZOPA
 –
 Since
 basically
 any
 collaboration
 between
 AOL
 and
 Microsoft
 will
 damage
 Netscape
  and
 this
 is
 Microsoft
 main
 interest,
 any
 deal
 will
 be
 acceptable,
 as
 long
 as
 Netscape
 doesn’t
  end
 above
 Microsoft.
   AOL
  Interests
  –
  Stay
  on
  the
  top
  of
  technology,
  they
  need
  to
  find
  a
  way
  to
  compete
  with
  the
  industry
 giant.
 
  BATNA
 –
 It’s
 best
 alternative
 is
 going
 with
 either
 of
 the
 company’s
 demands,
 AOL
 feels
 the
  pressure
  of
  Microsoft’s
  MSN
  and
  they
  know
  that
  without
  collaboration
  the
  future
  of
  their
  business
 is
 in
 risk.
  ZOPA
  –
  They
  will
  be
  satisfied
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