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A phase-specific analysis of negotiation styles

Melanie Preuss (Universitat Potsdam, Potsdam, Germany)
Per van der Wijst (Tilburg University, Tilburg, The Netherlands)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 2 May 2017




The purpose of this study is to analyze whether negotiators stick to one single negotiation style or whether their styles vary during the negotiation process. The paper seeks to identify different combinations of phase-specific negotiation styles and investigates the relationship between these combinations and negotiation performance and satisfaction.


The study is based on a large online negotiation simulation that allows a phase-specific analysis of negotiation styles via an elaborate coding scheme.


The findings reveal that negotiators generally do not limit themselves to a single negotiation style. Instead, they vary their style in the course of different negotiation phases. The authors distinguish between five distinct phase-specific negotiation style patterns that differ with regard to their impact on negotiation performance but not negotiation satisfaction.

Research limitations/implications

The study demonstrates that a phase-specific analysis of negotiation styles allows deeper insights into a negotiator’s style behavior. For future studies, the authors recommend taking a phase-specific view when analyzing negotiation styles.

Practical implications

Negotiation practitioners get to know different phase-specific negotiation style patterns and get insights into which pattern is the most promising for negotiation performance. As a result, they can acquire this phase-specific negotiation style pattern to enhance their performance.


The paper contributes to existing negotiation style literature, because it is the first to analyze negotiation styles from a phase-specific point of view.



Preuss, M. and van der Wijst, P. (2017), "A phase-specific analysis of negotiation styles", Journal of Business & Industrial Marketing, Vol. 32 No. 4, pp. 505-518.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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