A third theory: inventive negotiation

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This paper aims to offer a new theory of “inventive negotiation” as a useful alternative to the outdated thinking of the past century.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.

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