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4. Band

Buyer-seller negotiations have significant impact on a company’s profitability, which makes practitioners aim at maximizing their performance. One lever for increasing bargaining performance is to pursue a clearly defined aspiration, i.e. one’s most desired outcome. In this context, the author explores the role of such aspirations in the three negotiation phases: preparation, bargaining, and striking a deal. She investigates determinants of aspirations, unintended consequences such as unethical bargaining behavior, and the consequences of overly ambitious aspirations. As a result, she does not only close existing gaps in negotiation research, but also derives valuable implications for practitioners.


Band 4 - Stephanie Pratsch (2016): The Role of Aspirations in Negotiation, Schriftenreihe zum Verhandlungsmanagement, Band 4, Hamburg 2016, ISBN 978-3-8300-9006-9, http://www.verlagdrkovac.de/978-3-8300-9006-9.htm




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The NAP is the first university academy for negotiation in Germany. Our goal is to generate latest findings in research on issues of negotiation management. Based on these insights, the negotiation training seminars of the NAP educates practitioners to improve their negotiating skills in order to optimize their purchasing negotiations, sales negotiations, personnel negotiations or e.g. collective bargaining.