University of Twente Student Theses


Increased understanding of buyer-seller negotiations (B2B)

Gerlach, Janik (2020) Increased understanding of buyer-seller negotiations (B2B).

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Abstract:Purpose: The purpose of this study is to understand if there is a link between the receival of a variable pay component and negotiation preparation and negotiation behaviour Design/Methodology/Approach: This study was conducted using 7 interviews with purchasers from 5 different companies mainly in the manufacturing industry Findings: Purchasers use a variety of different preparation methods that are mainly influenced by the type of negotiation they are going to enter. No evidence was found in this paper that concludes that negotiation behaviour is affected by the use of variable pay, the purchasers in this study all used a mix of integrative and distributive negotiation behaviour. Research limitations/implications: This research shows that the use of variable pay does not directly influence the negotiation behaviour and preparation of purchasers. The sample size of this study however was small, so further research is necessary. Practical Implications: This study offers an insight into the link between variable pay and negotiation preparation and behaviour, something that has been study individually in the past, but the link has not received much attention in literature.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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