CHAPTER 14

Negotiating Intangibles

The value of intangibles is what the buyer is willing to pay and can be priceless.

—Anonymous

In today’s highly competitive globalized economies, intangibles are becoming an important comparative advantage. In fact, in most businesses, intangibles play an increasing role and are likely to grow in the near future. Too often, negotiators focus on trading tangibles, as they can be easily measured, while neglecting intangibles. Tangibles refer to property, equipment, accounts, receivables, cash, prepaid expenses, copyrights, patents, etc. Intangibles are nonphysical in nature and harder to quantify.1 Intangibles consist of brand, business models, customers’ loyalty, designs, employees’ motivation and retention, ...

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