国际商务谈判（英文版）-课件 Topic 3 Distributive and Integrative Negotiations

Topic3:

DistributionandWin-WininNegotiationsInternationalBusinessNegotiationByZeningSongLearningObjectivesUponcompletionofthischapter,youwillbeabletounderstandtheconceptsofdistributiveandintegrativenegotiationslearnthecommonstrategiesofdistributiveandintegrativenegotiations2LessonPlanPart1DistributiveandIntegrativeNegotiationsPart2CaseStudy:NegotiationBetweenChinaNationalChemicalGroupandUAE’sOilCompany1.1DefinitionandFeaturesofDistributiveNegotiationAtypeofnegotiationinwhichbothpartiesnegotiateaboutasingleissueorfixedsumofinterests,anddeterminethewayofitsdistribution.Contrarytointegrativenegotiation,distributivenegotiationismoreconcernedwiththedistributionoffixedpie(i.e.,howtogetagoodshareofthepie),insteadofconsideringhowtomakethepiebigger.Distributivenegotiationisalsotheultimatedestinationofintegrativenegotiation,becauseevenifthepieisenlarged,itstillneedstobedistributed.51.2StrategiesforDistributiveNegotiationStrategy1:SetYourBATNAandRPSettingyourBATNAwillgiveyoumoreconfidenceinnegotiations,retainmoreopportunitiesandoptions,andmakeyoufeelmoreassertiveaboutyourRP.Strategy2:IdentifytheOtherParty’sBATNAandRPInnegotiations,weshouldmakegooduseoftheavailableinformationandnegotiationdetailstospeculatetheotherparty’sBATNAandRP.Knowledgeoftheotherparty’salternativescanprovideyoumorebargainingpower.51.2StrategiesforDistributiveNegotiationStrategy3:SetHighButFeasibleTargets（设定可行的高目标点）Settingahightargetwillgivenegotiatorsahigherreferencepointandmoreroomforadjustmentthansettingalowerone.Strategy4:MaketheFirstOffer（首先开价，先发制人）Makingthefirstoffercansetastronganchorandpulltheotherpartyintoyourpricerange.61.2StrategiesforDistributiveNegotiationStrategy5:Re-anchorwithaCounter-offer（重新锚定，紧跟其上）Makingacounter-offercan,ontheonehand,expressyourwillingnesstonegotiateandcooperate,andontheotherhand,reducetheanchoringeffectoftheotherparty’soffer.71.2StrategiesforDistributiveNegotiationStrategy6:UseConcessionsProperly（让步技巧）Threeprinciplesinmakingconcessions:(1)Makeeffectiveandmoderateconcessions.(2)Makebilateralinsteadofunilateralconcessions.(3)Avoidfastconcessionsandnoconcession.Waystomakeconcessions:(1)Thelast-minuteconcession(2)Balancedconcessions(3)Incrementalconcessions(4)Decreasingconcessions(5)One-timeconcession81.2StrategiesforDistributiveNegotiationStrategy7:JustifytheOfferwithFacts（用事实增强报价依据）Negotiatorsneedtojustifytheiroffersandprovethattheyarenotaskingforanunreasonableprice.91.3FairnessinNegotiationsThreemajorprinciplesoffairness:Theprincipleofequality（平等原则）Theprincipleofequity（公平原则）Theneed-basedrule（基于需求的公平原则）52.1DefinitionsandFunctionsofIntegrativeNegotiationAlsocalled“interest-basednegotiation”or“win-winnegotiation”Bothpartiesapplyaproblem-solvingapproachandtrytoachieveawin-winoutcomebycollaboratingandrealizingmutualgains.Theessenceofawin-winnegotiationistomaximizethebargainingpiebyusingcreativeoptionstoaddresstheinterestsofbothparties.62.2StrategiesforDistributiveNegotiationStrategy1:AvoidFixed-PiePerceptions（避免固定蛋糕认知）Strategy2:FocusonInterests（聚焦利益）Strategy3:BringinMoreIssues（引入更多谈判事项）Strategy4:UseDifferencestoMakeTrade-offs（利用差异来创造价值）Strategy5:BuildTrusttoEnsureBilateralInformationExchange（建立信任来确保双边信息交流）122.2StrategiesforDistributiveNegotiationStrategy1:AvoidFixed-PiePerceptions（避免固定蛋糕认知）AnexamplefromGettingtoYes:Twostudentswerequarrelinginalibrary.Onestudentwantsthewindowopen,whiletheotherwantsitclosed.Shalltheykeepthewindowslightlyopen,halfopen,orwideopen?132.2StrategiesforDistributiveNegotiationStrategy2:FocusonInterests（聚焦利益）Trytounderstandtheunderlyingconcernsoftheotherpartybygatheringinformation;asktheotherpartyquestionsabouttheirinterestsandpriorities.Maintainsomedegreeofhonestyaboutyourparty’sownneedsandconcernsMakemultipleoffersofequivalentvaluesimultaneouslyandobservetheotherparty’sreaction.142.2StrategiesforDistributiveNegotiationStrategy3:BringinMoreIssues（引入更多谈判事项）Ifthereisonlyonebargainingissueinthenegotiation,wearelikelytoendupinapie-sharingmode.Weareliabletoreachanagreementwhenweofferapackageratherthanasingle-issueoffer.152.2StrategiesforDistributiveNegotiationStrategy4:UseDifferencestoMakeTrade-offs（利用差异来创造价值）Youcanconcedeonanissuethatisrelativelyunimportanttoyoubutmoreimportanttoyourcounterpartinexchangeforonethatismoreimportanttoyoubutlessimportanttoyourcounterpart.162.2StrategiesforDistributiveNegotiationStrategy5:BuildTrusttoEnsureBilateralInformationExchange（建立信任来确保双边信息交流）Integrativenegotiationsrequireinformationsharing,butthisapproachmaybevulnerabletotacticsofclaimingthevalue.Toreducetherisksofunilateralinformationexchange,negotiatorswanttobuildtrustbeforesharinginformation.17LessonPlanPart1DistributiveandIntegrativeNegotiationsPart2CaseStudy:NegotiationBetweenChinaNationalChemicalGroupandUAE’sOilCompanyCaseStudyNext,wewillstudyaprofit-sharingnegotiationbetweenChinaNationalChemicalGroupandUAE’sOilCompanyandseehowtheChineseenterpriseachievedawin-winoutcomebyfocusingontheinterestsofbothpartiesandbringinginmorenegotiationissues.19ChinaNationalChemicalGroup)UAEMerdeOilCompanyCaseStudyPleasereadthecasebackground,anddiscuss:Accordingtothenegotiationbackground,doyouthinkitisonlyadistributivenegotiationontheprofit-sharingratio?Ordoesithavethepotentialtobeanintegrativenegotiation(e.g.,arethereothernegotiatingissuesthatmightbeincludedinthisnegotiationinadditiontoprofit-sharing)?WhatarethestrengthsandweaknessesoftheChinesesideinthisnegotiation?Howwillthesestrengthsandweaknessesaffectthenegotiationprocess?20CaseStudyPleaseread“processands