Despite the importance of negotiations in buyer-seller relationships, the impact of alternative negotiation strategies on relationship fairness has been largely overlooked. Filling this gap is important as relationship fairness has a significant influence on relationship continuity. This study addresses this gap by developing and testing a model through a survey on a sample of 275 firms purchasing advertising services from daily deal websites. The findings highlight that a problem-solving negotiation strategy positively influence both procedural and distributive fairness, while an aggressive negotiation strategy exerts negative effects. In turn, perceived fairness has a positive effect on the intention to continue the relationship. Overall, the results suggest that fairness plays a fundamental role during all relationship stages, from negotiation to distribution of the created value.

Negotiation Strategies, Fairness, And Contract Renewal In B2b Relationships

CASSIA, FABIO;UGOLINI, Marta Maria
2017-01-01

Abstract

Despite the importance of negotiations in buyer-seller relationships, the impact of alternative negotiation strategies on relationship fairness has been largely overlooked. Filling this gap is important as relationship fairness has a significant influence on relationship continuity. This study addresses this gap by developing and testing a model through a survey on a sample of 275 firms purchasing advertising services from daily deal websites. The findings highlight that a problem-solving negotiation strategy positively influence both procedural and distributive fairness, while an aggressive negotiation strategy exerts negative effects. In turn, perceived fairness has a positive effect on the intention to continue the relationship. Overall, the results suggest that fairness plays a fundamental role during all relationship stages, from negotiation to distribution of the created value.
2017
978-90-367-9912-6
B2B, fairness, relationship quality, business negotiations
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/963955
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