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Increased understanding of buyer-seller negotiations (B2B) : the influence of monetary incentives on negotiation behaviour in the agribusiness sector

Beune, Robert (2020) Increased understanding of buyer-seller negotiations (B2B) : the influence of monetary incentives on negotiation behaviour in the agribusiness sector.

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Abstract:This paper aims for a understanding of theory on negotiations between buyers and sellers in business-to-business settings of the Agribusiness sector, especially after the world wide food crisis of 2007-2008. The research puts a strong emphasis on the extent to which monetary incentives affect negotiation behaviour of agents involved in the negotiation process. While, to date, there are questions unanswered regarding the influence of these monetary incentives on buyer-seller relationships. One reason behind that is that most studies do not reflect the relationship between these incentives and negotiation behaviour. Data were collected through interviews with various buyers and sellers from two European countries, and then analyzed using a comparative method analysis. The findings show that the negotiation behaviour of agents is indeed affected by the monetary incentives, even after all respondents to the data stated that they think it does not affect their way of working. Not in preparation or work ethics, but in type of behavior There are research limitations in this study, as the sample size is very small, and the respondents were agents and principals from two countries only, all working in the same sector. But also practical implications, while in the attempt of getting better deals for the company negotiators and managers need to keep changing their own behavior in order to receive the same outcome. Future research should consider the process of negotiation with a bigger sample size, as more sectors and companies operating in different parts of the world should be analysed. This research has it’s originality in its combination of the variables ‘monetary incentives’ and the effect they have on ‘negotiation behaviour’ in Business-to-business settings.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/81841
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