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
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.
.............................
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.
.............................
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).
..........................
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.
reference(omitted)
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.
.............................
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.
................................
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.
.............................
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.
.............................
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).
..........................
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.
reference(omitted)
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