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Negotiating with the Master

A few years later. another interesting licensing deal came our way. Donald Trump wanted to expand his brand into consumer goods and felt he could be successful in men’s apparel. He cleverly forged a relationship with Terry Lundgren, the hands-on CEO of one of the largest and best American retailers, Macy’s, which was very interested in supporting him if he could find partners who would produce Donald Trump products. Trump wanted to “license” his brand for men’s clothing—suits, shirts, ties, and the like—because he ...

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