Differences in negotiation strategies based on financial goals in the digital era: analysis and comparison of the cases Hachette/Amazon - Bouygues/Netflix

Abstract

Negotiation is a particular type of social interaction, similar to decision making or joint problem solving, in which is possible to distinguish goals, relationship, and normative practices that differ from other types of communication (Donohue, Diez & Stahle, 1983). Bargaining entails two or more independent parties to engage in usually a communication process to reach a mutually satisfactory result (Stein, 1988). The peculiarity is that each party in the relationship must cooperate to attend the established objectives and it is crucial to underly that each party can limit, or even block, the other one from achieving the ultimate goal (Putnam, 1989). This interdependence sets the ground for a peculiar relationship where the parties can cooperate by competing for divergent outcomes. Negotiation practices differ from basic communication as they employ tactics and strategies aimed at achieving a mutually acceptable agreement (Putnam, 1992).

In this fast changing economy where there is an increased competition and businesses needs to react rapidly to a continuously changing environment. The challenging task to many business, especially in the digital environment requires different strategies and objectives. It is important to notice how much the current trends are pushing multi-source diapositives. Therefore, it is relevant to analyze the negotiation streams involved in the process in this currently unstable environment.