Provides background information to the negotiations exercises in which students will be either a Keurig, a startup that has developed an innovative "part of the package" coffee brewing solution, or Green Mountain Coffee Roasters (GMCR), a fast-growing premium coffee roaster interested in licensing Keurig's technology. Negotiations will determine the royalty payable by Keurig GMCR, who will bear the capital costs, and whether GMCR provides exclusive rights for distribution of Keurig's. "Hide
by Paul W. Marshall, Thomas R. Eisenmann, Shikhar Ghosh, Lauren Barley Source: Exercise 12 pages. Publication Date: December 9, 2011. Prod. #: 812101-PDF-ENG
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