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身份管理理论视角下的商务谈判策略研究

时间:2020-03-07 来源:www.jbevzenko.com作者:vicky
本文是一篇商务谈判论文,本文试图从身份管理理论的角度对商务谈判策略进行分析。最后,对本研究进行了简要的总结,以期促进对本研究的更清晰的理解。本文主要讨论和阐述了商务谈判与沟通中的身份管理和谈判策略。将商务谈判中的身份管理理论视角下的谈判策略分为三个阶段:谈判前阶段、面对面谈判阶段和谈判后阶段。在此基础上,对商务谈判人员如何成为一名成功的商务谈判人员提出了一些建议。商务谈判者要想避免刻板印象和身份冻结,就必须在商务谈判中注意管理自己不断变化的身份,在不同的时间和空间点保持积极的态度。同时,商务谈判人员应采取适当有效的谈判策略,以达成一致,达到商务谈判的目的。通过详细的解释和说明,本文回答了第一章提出的三个研究问题。

Chapter One Introduction

1.1 The Objective of the Study
At  present,  many  scholars  and  researchers  focus  on  the  pragmatic  strategy  of business negotiation from different perspectives, such as the cooperative principle, the politeness  principle,  adaptation  and  so  on.  There  is  almost  no  substantive  research  on business  negotiation  strategy  by  focusing  on  the  negotiator’s  changing  identity  in  the course  of  business  negotiation.  Through  the  detailed  analysis  of  business  negotiation cases,  this  thesis  illustrates  the  principles  of  identity  management  and  the  rules  of negotiation  strategy,  expounds  its  application  and  usage  in  business  negotiation  and provides a certain theoretical guidance for the study of negotiation strategy in business negotiation. Therefore, it is crucial and urgent to study the business negotiation strategy from  the  perspective  of  identity  management  theory  in  order  to  explain  and  prove  its importance in business negotiation.
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1.2 Research Questions
Business  negotiators  should  attach  more  importance  to  taking  appropriate negotiation strategies so as to keep the process of business negotiation going smoothly. However, the process of business negotiation is the selection of negotiation strategy and management of identity in a given context. It is indispensable to address this issue from the  perspective  of  identity  management  theory,  not  only  trying  to  study  the appropriateness  and  tactfulness  of  business  negotiation  strategy  for  practical  concern, but  also  attempting  to  analyze  the  importance  of  identity  comprehension  and management for theoretical guidance. Below are  the questions that are to be answered and explained in the thesis:
(1) Why  are  the  identities  negotiated  during  the  different  stages  of  business negotiation?
(2)  How  can  the  identity  management  theory  be  successfully  applied  to  business negotiation?
Business negotiation can be regarded as an indispensable part of business activities. The effective use of business negotiation strategy determines the distribution of benefits between both parties. Business negotiators believe that business negotiation strategy is an  empirical  generalization  of  negotiation  practice,  which  stipulates  what  business negotiators  should  do  and  cannot  do  in  a  situation.  Meanwhile,  business  negotiators should  attach  more  importance  to  the  identity  changes  at  different  given  points  across time and space in the entire process of business negotiation. The effective management of their changing identities and strategic use of negotiation tactics are prominent in the entire process of business negotiation.
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Chapter Two Literature Revie

2.1 Introduction to Business Negotiation
Business negotiation is defined as the deliberate interaction between two or more business  entities  who  are  attempting  to  negotiate  for  an  optimal  solution:  minimizing conflicts  and  maximizing  gains.  Martin  (1999)  finds  that  business  negotiators  tend  to take  a  clear  and  effective  negotiation  strategy  that  is  the  most  important  factor  for  a successful  business  negotiation.  The  effective  flow  of  the  negotiation  process  can determine the success of business negotiation.
2.1.1 Different Definitions of Negotiation
Negotiation is a basic human activity. It is also the essence of business transactions, particularly sales. Bell (1995) puts forward that negotiation originally refers to bargain in the marketplace in the sale of goods. However, negotiation is definitely not reserved only for businessmen. It is something that we all do daily while managing relationships between  ourselves  and  other  individuals.  According to  Wagner’s  (1995) definition of negotiation,  a  speech  event  can  be  called  a  negotiation  if  business  negotiators demonstrate  their  goals  explicitly.  However,  there  is  no  need  to  describe  their  goals explicitly in order for it to be considered as negotiation. Negotiation may happen when you talk to a person in order to settle a question or disagreement while trying to reach an agreement.  For  example,  Robbins  (2001)  defines  a  negotiation  mechanically  as  “a process in which two or more parties exchange goods or services and attempt to agree upon  the  exchange  rate  for  them”,  while  Kapoor  (1991)  defines  the  negotiation  as  a process  of  interaction  between  people  where  the  main  mission  is  to  create  lasting relationships,  and  the  main  objective  is  to  nurture  and  manage  those  relationships. Negotiation  is  one  of  the  most  important  elements  of  selling  and  buying  functions (Neslin  and  Greenhalgh,  1983).  There  can  be  no  business  transactions  without  the presence  of  at  least  two  parties  sitting  face  to  face  and  negotiating  a  business  deal. Harris  and  Moran  (1987)  puts  forward  that  negotiation  is  a  process  in  which  two  or more  entities  come  together  to  discuss  common  and  conflicting  interests  in  order  to reach  an  agreement  for  both  parties.  It  is  inevitable  that  business  negotiation  between two  or  more  sides  will  take  place  whenever  a  certain  outcome  is  impossible  to  obtain unilaterally without incurring unacceptable political, legal, or economic consequences. 
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2.2 Current Studies on Business Negotiation Strategy
In  this  section,  the  author  attempts  to  examine  the  literature  findings  that  are relevant  to  the  current  studies  on  business  negotiation  strategy  from  different  aspects. The majority of researchers and scholars abroad have conducted tremendous studies on its  managerial  and  strategic  aspects.  They  focus  on  cultural  differences  but  without paying much attention to their changing identities in the process of business negotiation. However,  previous  researches  on  business  negotiation  strategy  at  home  have  devoted great efforts to the study of negotiating skills, language tactics and cultural differences. And  most  of  the  researchers  focus  on  the  strategic  use  of  pragmatic  strategies  in business negotiation from different perspectives and viewpoints. Despite the growth of business  communication  and  the  importance  of  business  negotiation,  the  literature findings  that  are  relevant  to  business  negotiation  strategy  from  the  perspective  of identity management theory is limited. 
2.2.1 Overseas Studies on Business Negotiation Strategy 
Research  on  business  negotiation  strategy  has  triggered  a  great  attraction  to business practitioners and scholars abroad. From the perspective of cultural differences and  contexts  of  negotiation,  Stephen  E.  Weiss  (1993)  points  out  that  both  parties’ relationships and behaviors together with influencing conditions will exert huge impacts on  business  negotiation.  Business  negotiators  should  learn  to  take  appropriate negotiation  strategies  during  the  entire  process  of  business  negotiation,  especially  for the  question-asking  and  negotiation  model-building  made  by  negotiators.  However, business negotiation is a dynamic process, which changes rapidly at given points across time  and  space  in  communication.  Business  negotiators  who  stick  to  some  patterns  or models  of  negotiation  may  result  in  obtaining  little  output  and  profit  from  the counterparts. Arvind V. 
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Chapter Three Theoretical Foundation and Framework ............................... 12
3.1 Introduction to Identity Management Theory ........................... 12
3.2 Key Notions of Identity Management Theory ................................... 13
Chapter Four The Application of Identity Management Theory in Business Negotiation and Relevant Case Study ............................. 20
4.1 Communication Competence of the Negotiators in Business Negotiation ....... 20
4.2 Identity Management in the Pre-negotiation Stage ........................... 22
Chapter Five Conclusion ................................................ 46
5.1 Summary of This Study ........................................... 47
5.2 Limitations of This Study ..................................... 47

Chapter Four The Application of Identity Management Theory in Business Negotiation and Relevant Case Study

4.1 Communication Competence of the Negotiators in Business Negotiation
Identity  management  theory  is  based  on  a  particular  view  of  competence. Communication competence requires appropriate and effective behavior that is mutually satisfying to both parties in the context of business negotiation. It involves the strategic use of language to manage conflicts and take appropriate strategies that  are must-have for  business  negotiators.  Meanwhile,  business  negotiators  are  held  accountable  for keeping  the  entire  process  of  business  negotiation  going  smoothly  and  harmoniously. They should attach importance to identifying the commonality with their symbolic and rule  convergence  in  order  to  avoid  stereotyping  or  identity  freezing  in  the  complex situation  of  business  negotiation.  Business  negotiators  are  required  to  identify  the following  issues  of  communication  competence  to  the  greatest  extent  by  weighing carefully in business negotiation (Foster, 1992:168). 
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Chapter Five Conclusion

5.1 Summary of This Study
This  thesis  mainly  discusses  and  illustrates  the  identity  management  and negotiation  strategies  in  business  negotiation  and  communication.  It  classifies negotiation  strategies  from  the  perspective  of  identity  management  theory  in  business negotiation  into  three  parts:  stage  of  pre-negotiation,  stage  of  face-to-face  negotiation and  stage  of  post-negotiation.  And  then  the  author  puts  forward  some  suggestions  for business negotiators about how to be a successful negotiator in business negotiation. If business  negotiators  want  to  avoid  stereotyping  and  identity  freezing,  they  should  pay much  attention  to  managing  their  changing  identities  and  keeping  positive  face  at different  given  points  across  time  and  space  in  business  negotiation.  Meanwhile, business  negotiators  should  take  negotiation  strategies  appropriately  and  effectively  in order to reach an agreement and achieve the goal of business negotiation. Through the detailed explanation and illustration, this thesis answers three research questions posed in Chapter One.
The first question is why are the identities negotiated during the different stages of business negotiation? It depends on the negotiator’s negotiation strategies, cultural and identity  awareness,  and  wealth  of  knowledge.  As  mentioned  in  this  thesis,  business negotiators should take their identity management into consideration in the selection of negotiation strategies, such as the cultural identities, relational identity and face-work in business negotiation. Therefore, business negotiators need to be fully aware of identity changes when they are selecting negotiating strategies. Meanwhile, business negotiators should  learn  to  apply  all  these  negotiation  strategies  appropriately  and  tactically  to business negotiation. In order to achieve mutually acceptable agreement, they also need to  respect  the  other  party  from  different  cultural  background  and  intercultural knowledge in business negotiation. 
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