06320210 - International Negotiations

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 negotiation 

TARGETED KNOWLEDGE

• Differencies between negotating in one's country and a different country
• Cultural differencies
• Negotiation 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

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 INTERCULTURAL NEGOTIATION
2.1 Cultural factors
2.1.1 Differences with national negotiation
2.1.2 Implications
2.2 Definitions of culture
2.2.1 Contents
2.2.2 Typical processes of culture
2.2.3 Influences of culture on negotiation
2.3 Cultural orientations
2.3.1 Self concept 
2.3.2 success valuation
2.3.3 Power distance
2.3.4 Uncertainty avoidance
2.3.5 Concept of time
2.3.6 Concept of communication
2.3.7 Private life vs professional life
2.3.8 Concept of indulgence

3 BEFORE THE MEETING
3.1 Main principles
3.1.1 Preparing for action
3.1.2 The relationship takes priority over any other action 
3.1.3 Listening over talking 
3.1.4 Process over content 
3.1.5 Coalition over participation 
3.1.6 Value creation over value distribution 
3.1.7 The invention of solutions over decision-making 
3.1.8 The formula of the agreement over the formulation of details 
3.1.9 The best alternative (BATNA) 
3.1.10 Formalization of the agreement over postponement 
3.1.11 Negotiation’s pitfalls
3.2 Preparing the negotiation
3.2.0 Objectives  
3.2.1 Purpose
3.2.2 Context
3.2.3 Challenge
3.2.4 Power 
3.2.5 Negociators

4 THE MEETING
4.1 Prior to the negotiation
4.2 Conduct of a negotiation
4.2.1 Ritualization : Climate
4.2.2 Information – exploration : Questionning, Active listening
4.2.3 Development : arguments, Argumentation
4.2.4 Closer ties – adjustment : Trust, Commitment
4.2.5 Establishing an agreement 

5 Strategies, techniques, negotiating tactics 
5.1 Negotiation strategies
5.1.1 Cooperative orientation
5.1.2 Conflictual orientation
5.1.3 Fundamental dilemma 
5.2 Negotiation techniques
5.3 Negotiation tactics

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

Individual grade
Written exam, 2h
Case study

Other grade
Negotiation group exercice 
In class examination

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

PRE-REQUISITE

• Selling techniques
• Intercultural notions
• Buying behavior