Global Paper was a major player in the worldwide office products market. They had served the Entertainment World West Coast business for many years. Entertainment World had issued an RFP for global supply of their office products, asking for a proposal with maximum mutual partnership benefits. How should Global Paper respond to the request? This case is one in a series of four cases on value-based selling. The (B) case provides the value mapping and value proposition. The (A) case provides the background.