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Case Study Analysis Part a: Case 3, Power Play for Howard

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Case Study Analysis Part A: Case 3, Power Play for Howard
Las negociaciones pueden ser muy complejas e implican varios niveles de costos y riesgos. Los beneficios tangibles e intangibles deben ser evaluados antes de tomar una decisión final. La negociación para el contrato de agente libre Juwan Howard con los Miami Heat y los Washington Bullets es un buen ejemplo de que tan complejas pueden ser las negociaciones. Tanto la negociación distributiva y la negociación integrativa se utilizaron para llevar las negociaciones hasta el cierre. En el siguiente ensayo se muestran los beneficios tangibles e intangibles, los costos y los riesgos que estaban asociados en el contrato de agente libre Juwan Howard serán evaluados desde la perspectiva de Juwan Howard y más allá de los gerentes de ambos equipos en general.
En resumen del caso, Juwan Howard, un jugador respetado en la National Basketball Asociation (NBA), es un agente libre y se encuentra en una situación que requiere de varias negociaciones antes de firmar un nuevo contrato, ya sea con los Miami Heat o los Washington Bullets. Cuando llega la conmoción comienza una guerra de 30 días la cual incluye un contrato inválido. En su segundo año en la temporada de 1995-1996 de la NBA, Juwan Howard fue reconocido como súper estrella en los Washington Bullets. La quinta selección en el Draft de la NBA Rookie 1994 fue cortejado por muchos equipos de inmediato cuando estaba a punto de ser un agente libre en la temporada del 1996-1997. A pesar de declarar públicamente su intensión de continuar formando parte del equipo de los Washington Bullets, Howard y su agente David Falk no se sentían atraídos por la oferta de siete años por $78 millones que les habían ofrecido. Luego de esto, los Miami Heat le ofrecen un contrato por siete años y $98 millones. Como reacción a esta oferta los Washington Bullets mejoran su oferta inicial a $89 millones, sin embargo no pueden superar la ofrecida por los Miami Heat quienes tenían un gran interés en contratar a Juwan Howard para que este formara parte de su equipo. El 15 de julio de 1996, Howard firmó un contrato de $101 millones de dólares con los Miami Heat. Sin Embargo, este contrato fue anulado por la NBA tras indicar que los Miami Heat sobrepasaron su tope salarial. En agosto del 1996, Howard regresó a los pliegues de los Washington Bullets después de firmar un contrato por siete años por el valor de $105 millones. Los Heat llegaron a los tribunales para impugnar la decisión de la NBA. La NBA indicó que los Heat violaron su tope salarial y solo se utiliza esto como base para anular su contrato con Howard. No obstante, las violaciones de tope salarial vienen con sanciones estrictas como $5 millones de multa al entrenador del equipo de Miami Heat, Pat Riley.
Beneficios
En el caso de la negociación de contrato de agente libre de Juwan Howard esta a su favor ya que es una persona joven. El sólo tener 23 años de edad le da una ventaja en las negociaciones ya que recién está comenzando su carrera y aún le falta por aportar en edad y habilidad a la NBA. Él es un productor superior en el equipo de los Bullets y es querido en su ciudad por su ética y carisma de trabajo dentro o fuera de la cancha de baloncesto; por lo tanto, renegociar su contrato con los Bullets es el interés de Juwan ya que ha construido una relación con el equipo. Negociando con los Bullets significa al menos otros siete años garantizados en Washington para Juwan. Él también podría considerar seriamente la oferta de Miami que le están ofreciendo 22 millones de dólares más que los Bullets, además de incentivos; que compensan para él llegar a su primer contrato dentro de esos siete años. Juwan también obtiene la oportunidad de jugar junto a Alonzo que fue contratado por los Miami Heat en la misma época de las negociaciones de Juwan. Los gerentes generales de los Bullets y el Heat se beneficiarán por negociar un contrato de siete años porque saben que Juwan sólo tiene que mejorar en habilidades y liderazgo, continuando en la producción de buenas estadísticas en la cancha y posiblemente ayudar a conducir a su equipo a un campeonato. En el caso de Pat Riley ya tiene a Alonzo Mourning y agregar a Juwan Howard a los Miami Heat haría un poderoso dúo en la cancha de baloncesto; el tipo de dúo que produce el campeonatos. Si Wes Unseld es capaz de conseguir que Juwan acepte su oferta de 78.4 millones de dólares será capaz de garantizar el compromiso de Juwan a los Bullets y le retienen por un sueldo más bajo que su valor en el mercado.
Costo
Los beneficios de costo para Juwan Howard fueron una situación de ganar-ganar. Fue uno de los agentes libres más codiciados del momento, con una buena conducta dentro y fuera de la corte de arbitraje. Sus aportaciones consistentes en la cancha durante los dos últimos años aumentó el valor de mercadeo de Juwan. Cuando su actual equipo los Bullets le ofreció un contrato de siete años 78.4 millones de dólares, sus agentes rápidamente rechazaron la oferta, porque estaban seguros que otros equipos pagarían lo que quería y valía Juwan. Poco después, consiguieron una oferta de Pat Riley que representaba a los Miami Heat, por 84 millones de dólares en siete años. Después de mucho negociar, Miami subió a 91 millones de dólares más de 3.5 millones de dólares en bonos y beneficios. Juwan y sus agentes se beneficiaron de estas negociaciones, porque estaban en una posición de establecer su valor en lo que pensaba que valía la pena y esperó a ver qué equipo podría ofrecer el mejor contrato. Al final, su costo beneficio resultó ser de 105 millones de dólares en siete años.
El costo beneficio de los gerentes generales de los dos equipo involucrados con estas negociaciones fue mínima. Para el gerente general de los Bullets, Wes Unseld, el costo-beneficio de la firma de un contrato de 105 millones de dólares para siete años sabiendo que los fanáticos estarán agradecidos y contentos de ver a su mejor jugador volver a jugar en su ciudad. Por otro lado, Unseld tiene la tranquilidad de saber que Juwan Howard lo hizo posible. En cuanto al gerente general de los Heat, Pat Riley, el costo beneficio que él y los Heats obtuvieron, fue que pudieron utilizar el dinero reservado para Juwan, en firmar a su súper estrella Alonzo Mourning a un contrato de siete años por 105 millones de dólares. También pudieron dar nuevos contratos a Tim Hardaway y P.J. Brown que los necesitaban con urgencia.
Riesgo
Al intentar negociar un acuerdo comercial, el riesgo es siempre un factor. Word Reference, ha proporcionado varias definiciones para describir el riesgo que son; peligro, fuente de peligro, la posibilidad de incurrir en pérdidas o infortunio, un emprendimiento realizado sin relación con la posible pérdida o daño, y finalmente jugar o tomar un riesgo con espera de un resultado favorable (Word Reference). La definición que mejor describe la situación Juwan Howard, un jugador de la NBA de Washington Bullets, que fue apostar por tomar un riesgo con la esperanza de un resultado favorable. En el artículo, "Un juego de poder para Howard," Juwan Howard tomó un riesgo inicialmente por una oferta para seguir jugando con el equipo de su ciudad natal en los esfuerzos por la oportunidad de ganar más dinero. Durante un proceso de negociación, generalmente el vendedor quiere hacer tanto dinero como sea posible, mientras que el comprador quiere gastar tan poco como sea posible para ambas partes del acuerdo con algún tipo de consenso.
Juwan Howard aprendió una lección valiosa cuando eligió centrarse en dinero versus lealtad. Juwan fue un jugador de la NBA preparado para jugar en el equipo de su ciudad natal de Washington Bullets. Después liderando a su equipo a una victoria de su ciudad natal, que no obtenía por más de nueve años. Juwan vale lo que pide ya que repentinamente las ganancias del equipo aumentaron a más de 100 millones de dólares. Juwan se convirtió en agente libre después de dos años y el dólar se volvió más importante para él que la lealtad en este punto. Aunque la primera opción de Juwan es con el equipo de su ciudad natal, su lealtad al equipo se fue debilitando con las ofertas que comenzaron a venir desde otros equipos. El Miami Heat plantea una oferta que cambiaría la vida y pensamiento de Juwan.
Encontramos que uno de los hechos más importantes ilustrados en la lectura, “A Power Play for Howard” es cómo Juwan aprendió la importancia de investigar y comprender todos los posibles resultados al tomar una decisión. Juwan se concentro en el dinero como principal factor al decidir aceptar una oferta del Miami Heat, frente a la de su antiguo equipo. El gerente general del equipo los Bullets, hizo una oferta de 78.4 millones de dólares por siete años de contrato, mientras que Miami Heat le ofreció un contrato de 100.8 millones de dólares además de algunos beneficios. Si bien esta oferta apeló a Juwan como prometedora, pronto aprendería que los hechos que rodean el acuerdo podrían ser devastadoras (Lewicki, Barry, Sanders, 2007). Los Miami Heat hicieron varios ofrecimientos y promesas a Juwan violando y eludiendo las reglas de tope salarial. Se hizo evidente que el acuerdo de Juwan con los Miami Heat fue en violación y a su vez inaplicable conforme a las reglas de la NBA. Por lo tanto, Juwan era considerado un agente libre nuevamente.
En este punto Juwan se dio cuenta en que su avaricia por el dinero lo dejo y lo colocó en una situación vulnerable. Juwan tomó el riesgo de perder la lealtad de su equipo y la fanaticada, así como la posibilidad de no conseguir un contrato con cualquier otro equipo. El gerente general de los Miami Heat estaba jugando un juego de números haciendo promesas que no podían garantizarse debido a las reglas de la NBA. Claramente no hubo ninguna lealtad procedente de los Miami Heat al final. Los Washington Bullets y Juwan eventualmente se transformaron en un equipo nuevo. El tipo de negociación que hicieron los Washington Bullets y Juwan se denomina en las negociaciones integrativo debido a que trajo beneficios tangibles e intangibles a la mesa de negociaciones y que plantea un resultado de ganar/ganar (Lewicki, Barry, Sanders, 2007).
Conclusión
En conclusión, el objetivo de este trabajo grupal fue resumir las negociaciones entre los servicios de Juwan Howard como agente libre entre los Washington Bullets y los Miami Heat. Así como evaluar los beneficios (tangibles e intangibles), costos y riesgos asociados con la negociación. Llegamos a la conclusión que nuestro grupo ha logrado este objetivo. Esto se hizo, mostrando que Juwan fue la situación de ganar-ganar en términos de un beneficio de costos posible. Demostramos también los tipos de riesgos presentados durante la negociación como lecciones y problemas de lealtad. Esta asignación fue una buena demostración de la naturaleza de las negociaciones laborales y esperamos que este documento haya demostrado este punto. Además de habernos enseñado estrategias y métodos de negociaciones, tanto en el ámbito personal como profesional.

References
Lewicki, Barry, Sanders (2007). Business law: legal, e-commerce, ethical, and international environments. Recuperado el 27 de diciembre de 2011 de University of Phoenix, Week Two, resource. The McGraw-Hill Recuperado de: http://www.wordreference.com/definicion/riesgo el 30 de diciembre de 2010.
Robbins, S. P., & Judge, T. A. (2009). Comportamiento Organizacional (13th ed, pp. 360-364). Mexico, Mexico: Prentice Hall.
Slocum , H. (2009). Comportamiento Organizacional (12th ed. (pp. 11-231-243-249). Mexico, Mexico: Cengage.

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