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Searching for Generalizations in Business Marketing Negotiations

Author

Listed:
  • Jehoshua Eliashberg

    (University of Pennsylvania)

  • Gary L. Lilien

    (The Pennsylvania State University)

  • Nam Kim

    (The Pennsylvania State University)

Abstract

In this paper we investigate how to make empirical generalizations in marketing. We argue that for substantive empirical generalizations to exist in an area, there should be a sufficient body of research about recurring phenomena. We outline criteria and a procedure to search for and identify such generalizations, and we apply the procedure to the area of business marketing negotiations. We find that, in spite of a sizable literature on business marketing negotiations, there appears to be little overlap between what researchers have studied to date and many characteristics of real-world bargaining situations. We do identify one significant generalization: that bargainers who are problem solvers settle disputes more efficiently than those who take adversarial positions. However, we note that a significant theory–practice gap exists that must be bridged before more substantive generalizations can be identified in the area of business marketing negotiations. More broadly, we suggest that issues such as the sampling or selection of research studies and the match of reported research with real phenomena are serious concerns in our search for empirical generalizations in marketing and that it is not apparent that such generalizations exist in marketing domains.

Suggested Citation

  • Jehoshua Eliashberg & Gary L. Lilien & Nam Kim, 1995. "Searching for Generalizations in Business Marketing Negotiations," Marketing Science, INFORMS, vol. 14(3_supplem), pages 47-60.
  • Handle: RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g47-g60
    DOI: 10.1287/mksc.14.3.G47
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    Cited by:

    1. Bottom, William P., 1998. "Negotiator Risk: Sources of Uncertainty and the Impact of Reference Points on Negotiated Agreements," Organizational Behavior and Human Decision Processes, Elsevier, vol. 76(2), pages 89-112, November.
    2. Katrin Zulauf & Ralf Wagner, 2023. "Countering Negotiation Power Asymmetries by Using the Adjusted Winner Algorithm," SN Operations Research Forum, Springer, vol. 4(1), pages 1-20, March.
    3. Christoph Laubert & Ingmar Geiger, 2018. "Disentangling complexity: how negotiators identify and handle issue-based complexity in business-to-business negotiation," Journal of Business Economics, Springer, vol. 88(9), pages 1061-1103, December.
    4. Patton, Charles & Balakrishnan, P.V. (Sundar), 2012. "Negotiating when outnumbered: Agenda strategies for bargaining with buying teams," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 280-291.
    5. Patton, Charles & Balakrishnan, P.V. (Sundar), 2010. "The impact of expectation of future negotiation interaction on bargaining processes and outcomes," Journal of Business Research, Elsevier, vol. 63(8), pages 809-816, August.

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