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The aim of this study is to re-contextualize prior negotiation theory emanating from the field of communications in a unique contemporary setting. The research focuses on the Canadian residential telecommunications sector, where the dominant business model involves the use of a rather peculiar variable pricing strategy, which has compelled a proportion of consumers to adopt competitive negotiation strategies. Through a series of three focus groups, the project gleans insight into thedoi:10.20381/ruor-5581 fatcat:ksdc5gj3zvemffacayka5e4wga