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Experimental Study on Cooperative Orientation and Its Impacts on Negotiation Process and Outcomes

Author: GongZuo
Tutor: JingRunTian
School: University of Electronic Science and Technology
Course: Management Science and Engineering
Keywords: negotiation cooperative orientation culture distance concession
CLC: F715.4
Type: PhD thesis
Year: 2012
Downloads: 214
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Abstract

Negotiation is one of the most common ways to solve commercial disputes,international disputes and interpersonal conflicts in today’s society. Negotiators’motivation is an important factor of influencing the result of a negotiation. Meanwhile,concession strategy and cross-cultural background of the negotiators are also keyvariables in the whole process of negotiation. To solve problems, form two-waycommunication as well as establish the basis of good interpersonal relationship,negotiators’ cooperative orientation acts as a crucial factor when settling a dispute orconflict. And under well initiated cooperative orientation, the effectively use ofconcession strategy will motivate the rivals, which can help pushing the negotiationforward, achieving a better result and establishing long-term interpersonal relationship.Therefore, identifying well cooperative orientation and using effective negotiatestrategies, like concession strategy have practical significance in solving conflicts andimproving the efficiency of negotiation.This dissertation takes TKI conflict solving model and dual concerning theory asthe basis, and cites Graham’s negotiation theory as the theoretical framework. Firstly,we summarize the researches about cooperative orientation of negotiators, concessionstrategy and cross-cultural negotiation. Then, on the basis of review, we sum up thecooperative orientation of negotiators, concession degree and culture distance, analyzetheir interactions and propose appropriate models and assumptions. Thirdly, we collectthe comparative data of15intra-cultural negotiation groups of Chinese students,27inter-cultural groups between China and Singapore,20inter-cultural groups betweenChina and Australia, as well as the questionnaire about negotiators’ cooperativeorientation and satisfaction degree after negotiation. Through confirmatory factoranalysis, we conduct credibility and validity tests of the measurement instruments. Byanalyzing the test results with SPSS18.0and LESREL8.70, we finally verify howcooperative orientation affects the negotiation income and negotiators’ satisfaction, andsuccessfully prove the mediate effect of concession degree and moderate effect of culture distance.The results show that: cooperative orientation of negotiators has a positive relationwith negotiation income and negotiators’ satisfaction, which is significant when thenegotiators play a high attention to themselves and others. In other words, when thenegotiators have a strong ability of resistance to yield, they will meet the desire of bothsides as far as possible to maximize the income. Concession is a different conflictsolution with the problem-solving strategy. Concession degree has a negative relationwith cooperative orientation which has a complete mediating effect between cooperativeorientation and satisfaction and has a part mediating effect between cooperativeorientation and negotiation income. This dissertation also finds that the culture distancehas a moderating effect between cooperative orientation of negotiators and negotiationincome and satisfaction by comparing the intra-cultural negotiation groups andinter-cultural negotiation groups. Meanwhile, we find that playing attention on levelstandard, long-term and collectivism cultural attribute can strengthen the effect ofcooperative orientation on negotiation income, and playing attention on equality,short-term and individualism cultural attribute can weaken the effect of cooperativeorientation on negotiation income.This dissertation has established a empirical analysis model of negotiationmotivation, concession degree and the result of negotiation. In the process, we proposea measurement of concession degree. By doing so, we make a breakthrough in this areaof study and find that concession degree have a mediating effect between negotiationmotivation and results. Also, this dissertation discusses the moderating effect of culturedistance between negotiation motivation and results by Culture Dimensions Theory. Inthe end, we emphasize some suggestions for negotiators with strong cooperativeorientation that they can adopt problem-solving strategy to increase negotiation incomeand improve the negotiation satisfaction and quality. The study can contribute goodtheoretical knowledge about the mediating effect of concession degree and moderatingeffect of culture distance, as well as some useful suggestions on how to conduct asuccessful negotiation in practice.

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