Case | HBS Case Collection | November 2006 (Revised September 2007)

The Bollingers: Negotiating with Wal-Mart (A)

by James K. Sebenius and Ellen Knebel


Describes the negotiations by Howard and Marilyn Bollinger over supplying a new product line to Wal-Mart, the world's largest retailer. The (A) case outlines the Bollingers' development of their product, the Wallpockett, documents their negotiation preparation for dealing with Wal-Mart, and describes their negotiation challenges. The (B) case describes strategies, tactics, and the results of their negotiations with Wal-Mart and draws on their experience to provide a set of recommended approaches to retail-supplier negotiations.

Keywords: Negotiation Preparation; Product Development; Supply Chain; Problems and Challenges; Retail Industry;


Sebenius, James K., and Ellen Knebel. "The Bollingers: Negotiating with Wal-Mart (A)." Harvard Business School Case 907-009, November 2006. (Revised September 2007.)