International - Interculturel - Langues

06320142 - Business Negociation in a European Context

Niveau de diplôme Master - Semestre 3
Crédits ECTS 2
Volume horaire total 23
Volume horaire CM 23

Responsables

Formations dont fait partie ce cours

Objectifs

The student must be able to run a negotiation in Europe in a B2B context : to understand what to prepare to be efficient, what principles to respect, what are the items to negotiate, how to behave, how national culture affects negociation.

TARGETED KNOWLEDGE
  • differencies between negotating in one's
  • country and a different country
  • cultural differencies
  • negociation steps
  • different strategies

TARGETED SKILLS
  • to prepare to a negotiation
  • to deliver an appropriate offer
  • to argue and being convincing
  • taking into account cultural differencies

Contenu

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 negociating partners
    • 1.4.1 Avoidance, Dialogue, Agreement, Discussion, Confrontation
    • 1.4.2 Concession, Compromise, Consensus
  • 1.5 False ideas
  • 1.6 Selling / Negociating
  • 1.7 Qualities of the negociator

2 BEFORE THE MEETING
  • 2.1 Main principles
    • 2.1.1 Preparing for action
    • 2.1.2 The relationship takes priority over any other 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
  • 2.2 Negociation’s pitfalls
  • 2.3 Preparing the negotiation
    • 2.3.1 Self-assessment
    • 2.3.1.1 What do I want : My objectives
    • 2.3.1.2 Setting the BATNA
    • 2.3.1.3 Developing a negotiation strategy
    • 2.3.1.4 Assessment of the other party : Objectives, Corporate culture, Negociators, Situation, Purpose, Context, Challenges, Power asymetrics

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, negociating tactics
    • 3.3.1 Definitions
    • 3.3.2 Negociation strategies: Cooperative, Conflictual, Dilemma
    • 3.3.3 Negociation techniques
    • 3.3.4 Negociation tactics
4 INTERCULTURAL NEGOTIATION
  • 4.1 Cultural factors
    • 4.1.1 Differences with national negotiation
    • 4.1.2 Implications
  • 4.2 Definitions of culture
    • 4.2.0 Beforehand
    • 4.2.1 Contents
    • 4.2.2 Typical processes of culture
    • 4.2.3 Influences of culture on negociation
  • 4.3 Cultural orientations
    • 4.3.1 Perception of the human being
    • 4.3.2 Expressions of feelings
    • 4.3.3 Relationship with the environment
    • 4.3.4 Self concept
    • 4.3.5 Main rule vs exception to the rule
    • 4.3.6 success valuation
    • 4.3.7 Power distance
    • 4.3.8 Status origins
    • 4.3.9 Uncertainty avoidance
    • 4.3.10 Attitude toward action
    • 4.3.11 Concept of time
    • 4.3.12 Concept of space
    • 4.3.13 Ways of thinking
    • 4.3.14 Concept of communication
    • 4.3.15 Private life vs professional life

Bibliographie

BOOKS USED AS REFERENCE:
  • The handbook of negotiation and culture, M Gelfand - J Brett, Ed Stanford business books, 2004
  • Business negotiation, G Moal-Ulvoas, Ed De Boeck, 2014

ADDITIONAL READINGS:
  • 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
  • Négociation internationale : l'entretien de vente en B to B, JP Coene, Ed Pro, 2013

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE
  • Ott U. (2011) " The influence of cultural activity types on buyer-seller negotiations : a game theoritical framework for intercultural negotiations", Intercultural Negotiation, Vol 11, pp. 427-450
  • Wilken R, Jacob F, Prime N. (2013) " the ambiguous role of cultural moderators in intercultural business negotiations", International Business Review, Vol 22, pp. 736-753.
  • 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 : les catalyseurs d'une confiance durable", Décisions Marketing, n° 57, pp. 53-64

Contrôles des connaissances

Continuing Examination
Written exam, 3h
In class examination
Nature of student work and proportion weight: case study

Informations complémentaires

TEACHING METHODS
Simulation of a negociation between european suppliers and european buyers

PRE-REQUISITE
  • Selling techniques
  • Intercultural notions
  • Buying behavior