Goal orientation and negotiation strategies: an empirical analysis
Review of International Business and Strategy
ISSN: 2059-6014
Article publication date: 25 August 2021
Issue publication date: 2 August 2022
Abstract
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.
Keywords
Citation
Asante-Asamani, A.E.A., Elahee, M. and MacDonald, J. (2022), "Goal orientation and negotiation strategies: an empirical analysis", Review of International Business and Strategy, Vol. 32 No. 3, pp. 437-455. https://doi.org/10.1108/RIBS-01-2021-0002
Publisher
:Emerald Publishing Limited
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