How to Attain the Desired Outcomes Through Channel Conflict Negotiation
Document Type
Conference Proceeding
Conference Title
2007 Academy of Marketing Science (AMS) Annual Conference
Organization
Academy of Marketing Science (AMS)
Location
Coral Gables, FL
Conference Dates
May 23-26, 2007
Date of Presentation
5-23-2007
Abstract
Channel relationships are dynamic and complex. While much of channel literature has dealt with power, dependency, and conflict resolution, relatively little research focuses on how channel members apply different modes of negotiation to resolve channel conflicts, and most importantly, how they finagle their ways through different stages of negotiation to obtain desirable outcomes. The current paper suggests that in deciding which strategy to adopt to effectively negotiate with others, channel members should take into account two vital outcomes during the negotiation process: substantive gain and relationship outcome. Integrating high vs. low levels for each of these two types of outcomes, this study develops a framework for channel conflict-negotiation and recommends appropriate negotiation strategies for various scenarios and phases of negotiation. Furthermore, a case study is developed to demonstrate how negotiation strategies and phases of negotiation can be applied to three pseudo scenarios.
Recommended Citation
Liu, A.H., Ruvalcaba, C. (2015). How to Attain the Desired Outcomes Through Channel Conflict Negotiation. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_71
