Renegotiations – empirical analysis of impacts on business relationships
- Publikations-Art
- Zeitschriftenbeitrag (peer-reviewed)
- Autoren
- Voeth, M./Lenzing, A.C.
- Erscheinungsjahr
- 2017
- Veröffentlicht in
- Journal of Business & Industrial Marketing
- Band/Volume
- 32/4
- DOI
- 10.1108/JBIM-09-2015-0175
- Seite (von - bis)
- 541-552
Purpose – Renegotiations not only promise an economically relevant improvement of the original negotiation outcome for the communicator of the
demand but also imply a potential threat to the business relationship. The purpose of this paper is to examine the impact of renegotiations in detail
and to provide practical implications for the optimal usage of renegotiations by analyzing potential renegotiation strategies.
Design/methodology/approach – Structural equation modelling was used to analyze the data of 255 negotiation experts collected via a
standardized online questionnaire.
Findings – Social psychological outcome of renegotiations has the most relevant impact on relationship continuity (RC). The impact of economic
outcomes is wholly mediated by the social psychological outcome. Regarding the use of different renegotiation strategies, other-oriented strategies
and direct communication are most successful, whereas self-oriented strategies correlate negatively with all results.
Research limitations/implications – The study’s sample is drawn from Germany, which requires careful consideration of the results’
generalizability.
Practical implications – When demanding renegotiation, practitioners should apply strategies characterized by other-orientation and direct
communication to increase the probability of RC. For the sake of the business relationship, self-oriented strategies should be avoided.
Originality/value – This paper presents the first detailed analysis of the impact of renegotiations on business relationships and investigates the
effects of different renegotiation strategies on renegotiation outcomes and RC; hence, it is of great value for practical usage and may serve as a
stepping stone for further research.