TY  - JOUR
A1  - Haggenmüller, Sandra
A1  - Oehlschläger, Patricia
A1  - Herbst, Uta
A1  - Voeth, Markus
T1  - Time for change?
BT  - scenario analysis on buyer–seller negotiations
JF  - The journal of business & industrial marketing
N2  - Purpose: 
This study aims to provide probable future developments in the form of holistic scenarios for business negotiations. In recent years, negotiation research did not put a lot of emphasis on external changes. Consequently, current challenges and trends are scarcely integrated, making it difficult to support negotiation practice perspectively.

Design/methodology/approach:
This paper applies the structured, multi-method approach of scenario analysis. To examine the future space of negotiations, this combines qualitative and quantitative measures to base our analysis on negotiation experts’ assessments, estimations and visions of the negotiation future.

Findings:
The results comprise an overview of five negotiation scenarios in the year 2030 and of their individual drivers. The five revealed scenarios are: digital intelligence, business as usual, powerful network – the route to collaboration, powerful network – the route to predominance and system crash.

Originality/value:
The scenario analysis is a suitable approach that enables to relate various factors of the negotiation environment to negotiations themselves and allows an examination of future changes in buyer–seller negotiations and the creation of possible future scenarios. The identified scenarios provide an orientation for business decisions in the field of negotiation.
KW  - Negotiating
KW  - Scenario analysis
KW  - COVID-19
KW  - Business negotiation
KW  - Buyer–seller negotiations
KW  - Future scenarios
Y1  - 2022
U6  - https://doi.org/10.1108/JBIM-11-2021-0511
SN  - 0885-8624
SN  - 2052-1189
VL  - 38
IS  - 5
SP  - 1215
EP  - 1242
PB  - Emerald Publishing Limited
CY  - Bingley
ER  -