06240698 - Négociation commerciale

The student must be able to run a win-win negotiation between food suppliers and retailers : to understand what to prepare to be efficient, which principles to respect, what are the items to negotiate, how to behave; how to perform with unbalanced power.

TARGETED KNOWLEDGE AND SKILLS

Targeted knowledge 

Negotiation steps
Needs and wants exploration
Construction of an argument
Different strategies

Targeted skills

To prepare to a negotiation
To deliver an appropriate offer
To argue and being convincing
To maintain margins

COURSE OUTLINE

1 INTRODUCTION
1.1 Why negotiating
1.1.1 Necessary conditions
1.1.2 Facilitating conditions
1.2 Definitions 
1.3 Hurdles to negotiation 
1.4 Paths open to negotiating partners 
1.4.1 Avoidance, Dialogue, Agreement, Discussion, Confrontation
1.4.2 Concession, Compromise, Consensus
1.5 Qualities of the negotiator

2 BEFORE THE MEETING
2.1 Main principles
2.1.1 Preparing for action
2.1.2 Relationship over action 
2.1.3 Listening over talking 
2.1.4 Process over content 
2.1.5 Coalition over participation 
2.1. 6 Value creation over value distribution 
2.1.7 The invention of solutions over decision-making 
2.1.8 The formula of the agreement over the formulation of details 
2.1.9 The best alternative (BATNA) 
2.1.10 Formalization of the agreement over postponement 
2.1.11 Negotiation’s pitfalls
2.2 Preparing the negotiation
2.2.0 Objectives
2.2.1 Purpose
2.2.2 Context
2.2.3 Challenge
2.2.4 Power 
2.2.5 Negotiators

3 THE MEETING
3.1 Prior to the negotiation
3.2 Conduct of a negotiation
321 Ritualization : Climate
322 Information – exploration : Questionning, Active listening
323 Development : arguments, Argumentation
324 Closer ties – adjustment : Trust, Commitment
325 Establishing an agreement 
3.3 Strategies, techniques, negotiating tactics 
3.3.1 Definitions
3.3.2 Negotiation strategies
3.3.2.1 Cooperative
3.3.2.2 Conflictual
3.3.2.3 Dilemma  
3.3.3 Negotiation techniques
3.3.4 Negotiation tactic

BOOKS USED AS REFERENCE : 

Business negotiation, G Moal-Ulvoas, Ed De Boeck, 2014
La négociation commerciale, J Viau - H Sassi - H Pujet, Ed Dunod, 2015
La boite à outils de la négociation, P Stern - J Mouton, Ed Dunod 2010

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE : 

Machat K. (2010) " L'adaptation interorganisationelle du fournisseur. Le cas de la relation PME - grande distribution alimentaire", Revue Française du Marketing, n° 228, 3/5
Guicherd C, Damperat M, Jolibert 1. (2011) " Asymétrie du pouvoir dans la négociation commerciale : étude du différentiel du pouvoir perçu et de la différenciation cognitive ", recherche et Application en Marketing, Vol 2, n° 1/2011
Bobot L. " L'intelligence émotionnelle est elle un atout en négociation commerciale", Revue Management et Avenir, pp. 407-430
Akrout W, Akrout H. (2010) " relations entre acheteurs et vendeurs : lrs catalyseurs d'une confiance durable", Décisions Marketing, n° 57, pp. 53-64

Individual grade
Case study, 2h

Other grade 
Simulation of a negociation (in groups)
Graduating during class

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