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The Alfa Coller case concerns the valuation of the economic benefits of an acquisition decision. The peculiarity of this case relates, on the one hand, to the examination of the issues from two different view points: the buyer's and the seller's; and on the other hand, to the issues embedded in the following negotiation phase, featuring a typical role playing situation. The case is therefore managed on the basis of two distinct moments: a technical moment, which concerns the firm valuation methods, and an organisational moment, which concerns the methods adopted to structure a negotiation strategy.