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Goal orientation and negotiation strategies: an empirical analysis
Review of International Business and Strategy Pub Date : 2021-08-25 , DOI: 10.1108/ribs-01-2021-0002
Abena Emily Ayowa Asante-Asamani 1 , Mohammad Elahee 2 , Jason MacDonald 3
Affiliation  

Purpose

This study aims to examine how negotiators’ goal orientations may affect their negotiation strategy and consequently the negotiation outcomes.

Design/methodology/approach

Using cross-sectional data collected from a Fortune 500 Global firm based in France, this study empirically examines how goal orientations of negotiators may affect their value creation (win-win) and value-claiming (win-lose) negotiation behavior reflecting their desired outcome in a given sales negotiation. In so doing, this study proposes a conceptual model and tests a number of hypotheses using partial least squares structural equation modeling.

Findings

This study shows that learning and performance goal orientations (PGO) are indeed related with two commonly used negotiation strategies: win-win (integrative) and win-lose strategies (distributive) strategies, respectively. The results indicate that while the learning orientation has a positive relationship with a win-win strategy and a negative relationship with a win-lose negotiation strategy, just the opposite is true with the PGO, which is positively related to win-lose strategy and negatively related to win-win strategy.

Originality/value

To the best of the authors’ knowledge, this research represents one of the first attempts to connect goal orientations with negotiations strategies to achieve desired negotiation outcome using data from salespeople with negotiation experience.



中文翻译:

目标导向和谈判策略:实证分析

目的

本研究旨在检验谈判者的目标取向如何影响他们的谈判策略,进而影响谈判结果。

设计/方法/方法

本研究使用从一家位于法国的财富 500 强全球公司收集的横截面数据,实证检验谈判者的目标取向如何影响他们的价值创造(双赢)和价值主张(双赢)谈判行为,以反映他们的预期结果在给定的销售谈判中。为此,本研究提出了一个概念模型,并使用偏最小二乘结构方程模型测试了许多假设。

发现

这项研究表明,学习和绩效目标导向(PGO)确实与两种常用的谈判策略相关:双赢(整合)策略和双赢策略(分配)。结果表明,虽然学习取向与双赢策略呈正相关,与双赢谈判策略呈负相关,但与 PGO 正好相反,与双赢策略正相关,与双赢策略负相关。与双赢战略有关。

原创性/价值

据作者所知,这项研究代表了首次尝试将目标导向与谈判策略联系起来,以利用来自具有谈判经验的销售人员的数据实现预期的谈判结果。

更新日期:2021-08-25
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