Value is not to be confused with price; and in negotiation, value is more than the price. For example, Juventus bought Cristiano Ronaldo for 117 million euros, and in three (03) days, after announcing his transfer, they earned, according to the newspaper Record, 54 million euro just from the sale of his jerseys. In this scenario, the price is the 117 million euros, while the value is what Cristiano represents, what Juventus gained, etc. . In the context of negotiation, the meanings and scopes of the terms value and price are not fixed; they vary depending on the circumstances of each negotiation and the object of the negotiation. It is the mastery of these terms—properly combined and compared—that will determine the (un)success of a negotiation. ...‼️ — Analides Silva de Andrade Pedro. Source: Analides Global Institute.