Ernestine Cathérine SiebertNew Strategic Approaches for Multi-issue Negotiations

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In global markets, the competition intensifies and the dependency in business relationships shifts – consequently, companies face the challenge of ensuring their profitability and establishing novel and sustainable business relationships at the same time.

Negotiation success plays a decisive role in this context, as it directly influences a company’s profit and determines the business relationship with the bargaining partners. However, especially for increasingly complex negotiation situations involving multiple issues, there is a lack of concrete recommendations for strategies or tactics, which deal with these issues efficiently and effectively during the negotiation process to meet both overarching goals.

Previous empirical recommendations are either too abstract, too general, or not context-specific enough. In particular, the design of specific negotiation steps considering different preferences underlying the negotiation issues has rarely been considered so far and leaves room for empirical investigations and recommendations for action for real negotiation scenarios. Therefore, this dissertation aims at generating new strategic approaches for specific situations in complex multi-issue negotiations. Following existing findings on relevant fields for issue-based strategies, three experimental studies were conducted on one specific strategic decision area in negotiations each (strategy formulation, –implementation, and –optimization). All three studies focus on identifying success factors for the outcomes and the process of the negotiation, incorporating both – the initiator’s, and the counterpart’s perspective – to meet the demands on effective interaction.

The first study is devoted to an extended issue analysis of specific preferences underlying different negotiation issues. The identification and strategic use of so-called chance issues (items that are only relevant for one negotiating party, the other party has a 0-preference) is investigated regarding the issues’ impact on negotiation outcomes.

The second study identifies specific designs of the package deal strategy, which was already identified as successful in previous research. Using a one-sided standardized negotiation experiment, different concession types in package offers – derived from comprehensive literature analysis – are tested and evaluated for their success using a mixed method approach.

Building on these findings, the third study is devoted to the optimized design of trade-off tactics within package deals, considering framing effects known from prospect theory. Different concession options, considering diverging importance ranking of the involved negotiation issues are tested.

Summarizing the findings of these three studies, the dissertation concludes with implications for practice, limitations of the findings, and ideas for future research.

Ihr Werk im Verlag Dr. Kovač

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