How to Attain Desired Outcomes Through Channel Conflict Negotiation

Abstract

Channel relationships are dynamic and complex. Though much of channel literature has dealt with power, dependency, and conflict resolution, relatively little research focuses on how channel members apply different modes of negotiation to resolve channel conflicts and, most important, how they finagle their ways through different stages of negotiation to obtain desirable outcomes. This article suggests that in deciding which strategy to adopt to effectively negotiate with others, channel members should take into account two vital outcomes during the negotiation process: substantive gain and relationship outcome. Integrating high versus low levels for each of these two types of outcomes, this study develops a framework for channel conflict negotiation in an international setting and recommends appropriate negotiation strategies for various scenarios and phases of negotiation.

KEYWORDS:

• channel conflict
• negotiation strategies
• negotiation tactics
• relationship outcome
• substantive outcome