Time for change? Scenario analysis on buyer–seller negotiations

Abstract

Purpose

This study aims to provide probable future developments in the form of holistic scenarios for business negotiations. In recent years, negotiation research did not put a lot of emphasis on external changes. Consequently, current challenges and trends are scarcely integrated, making it difficult to support negotiation practice perspectively.

Design/methodology/approach

This paper applies the structured, multi-method approach of scenario analysis. To examine the future space of negotiations, this combines qualitative and quantitative measures to base our analysis on negotiation experts’ assessments, estimations and visions of the negotiation future.

Findings

The results comprise an overview of five negotiation scenarios in the year 2030 and of their individual drivers. The five revealed scenarios are: digital intelligence, business as usual, powerful network – the route to collaboration, powerful network – the route to predominance and system crash.

Originality/value

The scenario analysis is a suitable approach that enables to relate various factors of the negotiation environment to negotiations themselves and allows an examination of future changes in buyer–seller negotiations and the creation of possible future scenarios. The identified scenarios provide an orientation for business decisions in the field of negotiation.

Citation

Haggenmüller, S., Oehlschläger, P., Herbst, U. and Voeth, M. (2023), "Time for change? Scenario analysis on buyer–seller negotiations", Journal of Business & Industrial Marketing, Vol. 38 No. 5, pp. 1215-1242. https://doi.org/10.1108/JBIM-11-2021-0511