Bradley W. Brooks

A contextual model of negotiation orientation

Abstract Much of the previous research on buyer–seller negotiations has demonstrated that the styles and approaches taken by individual negotiators can impact the buyer and seller satisfaction levels as well the profit levels of the organizations that they represent. In demonstrating these effects, however, researchers have characterized these negotiation approaches in a variety of ways. This research proposes negotiation orientation (NO) as a contextually determined motivational construct that underlies behavior in negotiations. NO is defined and linked to several antecedents and consequences drawn from the negotiation and sales literature in a theoretically sound nomological network. The proposed model reduces conceptual confusion and overlap in the literature while suggesting a number of interesting directions for future research.

The Influences of Matched Versus Mismatched Negotiation Orientations on Negotiating Processes and Outcomes

This research demonstrates the critical role that a negotiators competitive or collaborative orientation plays in affecting industrial negotiation processes and outcomes, which in turn, can significantly affect the organizations financial performance. This research extends prior work by demonstrating the joint effect of both the buyers orientation and the sellers orientation on the negotiation process and outcomes. The results reveal that competitive goals can produce short-run benefits (be it for the buyer or for the seller), but at the cost of decreased satisfaction with the exchange. Two paired collaborators tend to find the most integrative solutions in the long run.