A third theory: inventive negotiation
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 5 October 2018
Issue publication date: 14 June 2019
Abstract
Purpose
This paper aims to offer a new theory of “inventive negotiation” as a useful alternative to the outdated thinking of the past century.
Design/methodology/approach
The literature is reviewed, and a series of stories is used to bolster a new understanding.
Findings
The paper is a critique of the theory of integrative bargaining, arguing that it often limits the creative processes that produce long-term relationships with customers. This paper introduces a third theory of negotiation, something the author calls inventive negotiation.
Originality/value
The primary lesson of negotiation courses in American business and law schools suggests a narrow focus on reaching agreements while paying little attention to implementation and the paramount importance of maintaining ongoing commercial relationships. This paper introduces a third theory of negotiation, something the authors call inventive negotiation. It places emphasis on long-term, trusting commercial relationships as the key outcome of negotiation. The theory also posits negotiation as a creative process wherein innovations processes can play a central role. For example, both group diversity and facilitators can aid in producing creative agreements along the way toward mutually profitable business relationships.
Keywords
Citation
Graham, J.L. (2019), "A third theory: inventive negotiation", Journal of Business & Industrial Marketing, Vol. 34 No. 4, pp. 703-710. https://doi.org/10.1108/JBIM-12-2015-0235
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited