Is win‐win just pie in the sky?

Ian Newall (Consultant at Huthwaite International, Rotherham, UK.)

Strategic Direction

ISSN: 0258-0543

Publication date: 1 June 2006



To discuss the conflict between British Airways and Gate Gourmet in 2005, and analyze the type of negotiation skills that could have been used.


This briefing is prepared by an independent writer. Reflects on the news coverage of the strike action and negotiation skills.


Over the years, BA used its bargaining muscle to drive down the costs of Gate Gourmet's services. It was clear that, from Gate Gourmet's perspective, the deal was not sustainable and the only way out was to cut its own costs.

Practical implications

Gives a good overview of the strike, and an insight into different negotiation skills and tactics.


A condensed and easy‐to‐digest format, concentrating on a recent well‐publicized topic. Gives a good insight into negotiation tactics.



Newall, I. (2006), "Is win‐win just pie in the sky?", Strategic Direction, Vol. 22 No. 6, pp. 3-6.

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Copyright © 2006, Emerald Group Publishing Limited

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