The Star Wars Negotiations and Trust at the Negotiation Table
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Building Trust in Bargaining Scenarios is Key to Successful Negotiated Agreements – Learn How Disney and George Lucas Bargained Over the Film Property, Star Wars
What is negotiation in business? Negotiation research has identified it as a process of building trust and negotiation tactics for building trust at the bargaining table have proven effective in helping negotiators create, and claim, more value out of dealmaking scenarios. On October 30, the Walt Disney Company made a bold leap into the world of fantasy movies with its surprise announcement that it was acquiring Lucasfilm, home of the immensely successful Star Wars brands, from its founder, George Lucas, for $4.05 billion, split evenly between stock and cash. Lucas is the sole shareholder of his company.
The acquisition bolsters Disney’s status as a leader in animation and superhero films, the New York Times reports. Disney purchased Marvel Entertainment for $4 billion in 2009 and Pixar Animation Studios for $7.4 billion in 2006. It also gives Disney the opportunity to reap huge earnings from the already highly lucrative Star Wars media and merchandising empire.
Since becoming Disney’s CEO in 2005, Robert A. Iger has aggressively expanded the company beyond its traditional niche in animated films for young children and theme parks. Iger has arranged to transition from CEO to a lesser role with Disney in March 2015.
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