Chapter Summary
Much of negotiation theory and research is based on what we have learned in experimental research settings, consisting of two negotiating parties who don’t know each other, don’t expect to deal with each other in the future, and are engaged in a marked transaction over price and quantity.
In addition, we cannot assume that negotiators are involved only in arm’s-Length market transactions about the exchange of fees for good and services. Many negotiations concern how to work together more effectively over time, how to coordinate actions and share responsibilities, or how to manage problems that have arisen in the relationship. We evaluated the status of previous negotiation research- which has focused almost exclusively on market- exchanged relationship- and evaluated its status for different types of relationships, particularly communal-sharing and authority- ranking relationship. Within relationships, we see that parties shift their focus considerably, moving away from a sole focus on price and exchange to also attend to the future of relationship, including the level of trust between the parties and questions of fairness, and to build strong positive reputations. We argue that most negotiations occur within these relationship context, and future work must attend to their unique complexities
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