The purpose of a commercial enterprise is to generate a profit and ensure value is delivered to its customers. On most business to business (B2B) markets, transactions result from a negotiation process between supplier and customer organizations. The extent of negotiating how value is delivered will determine whether the proposition goes through or not. During this process, the buying business conducts a cost-benefit analysis on the offer for the proposed solution, while the selling business promotes its value proposition by defeating existing competition. According to Raifa(1982), If an agreement can be reached, it defines what each party gives and takes, the corresponding economic impact, and how well the parties manage to integrate their various interests to reach win–win agreements.