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Time for change? Scenario analysis on buyer–seller negotiations

Time for change? Scenario analysis on buyer–seller negotiations This study aims to provide probable future developments in the form of holistic scenarios for business negotiations. In recent years, negotiation research did not put a lot of emphasis on external changes. Consequently, current challenges and trends are scarcely integrated, making it difficult to support negotiation practice perspectively.Design/methodology/approachThis paper applies the structured, multi-method approach of scenario analysis. To examine the future space of negotiations, this combines qualitative and quantitative measures to base our analysis on negotiation experts’ assessments, estimations and visions of the negotiation future.FindingsThe results comprise an overview of five negotiation scenarios in the year 2030 and of their individual drivers. The five revealed scenarios are: digital intelligence, business as usual, powerful network – the route to collaboration, powerful network – the route to predominance and system crash.Originality/valueThe scenario analysis is a suitable approach that enables to relate various factors of the negotiation environment to negotiations themselves and allows an examination of future changes in buyer–seller negotiations and the creation of possible future scenarios. The identified scenarios provide an orientation for business decisions in the field of negotiation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business and Industrial Marketing Emerald Publishing

Time for change? Scenario analysis on buyer–seller negotiations

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References (254)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0885-8624
eISSN
0885-8624
DOI
10.1108/jbim-11-2021-0511
Publisher site
See Article on Publisher Site

Abstract

This study aims to provide probable future developments in the form of holistic scenarios for business negotiations. In recent years, negotiation research did not put a lot of emphasis on external changes. Consequently, current challenges and trends are scarcely integrated, making it difficult to support negotiation practice perspectively.Design/methodology/approachThis paper applies the structured, multi-method approach of scenario analysis. To examine the future space of negotiations, this combines qualitative and quantitative measures to base our analysis on negotiation experts’ assessments, estimations and visions of the negotiation future.FindingsThe results comprise an overview of five negotiation scenarios in the year 2030 and of their individual drivers. The five revealed scenarios are: digital intelligence, business as usual, powerful network – the route to collaboration, powerful network – the route to predominance and system crash.Originality/valueThe scenario analysis is a suitable approach that enables to relate various factors of the negotiation environment to negotiations themselves and allows an examination of future changes in buyer–seller negotiations and the creation of possible future scenarios. The identified scenarios provide an orientation for business decisions in the field of negotiation.

Journal

Journal of Business and Industrial Marketing – Emerald Publishing

Published: Mar 21, 2023

Keywords: Negotiating; Scenario analysis; Future scenarios; COVID-19; Business negotiation; Buyer–seller negotiations

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