Bargaining For Advantage

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Bargaining for Advantage: Negotiation Strategies for Reasonable People

Bargaining for Advantage: Negotiation Strategies for Reasonable People


Title of the Book: Bargaining For Advantage: Negotiation Strategies for Reasonable People

Author: Shell, G. Richard.

Number of pages: 294 Pages

Date of Publication:May 02, 2006

Publisher: Penguin Books

ISBN:0143036971, 9780143036975


G. Richard Shell had his educational qualifications from Princeton University, B.A. (cum laude) in 1971; University of Virginia, J.D., 1981. He had memberships in Academy of Management, American Bar Association, and Academy of Legal Studies in Business. Shell is the Legal Studies Thomas Gerrity Professor for Management and Business Ethics, at the University of Pennsylvania, Wharton School, and he taught since from 1986. He is the Academic Director for two Wharton executive education programs: The Strategic Persuasion Workshop and the Executive Negotiation Workshop. He has written three books: a work on competitive strategy and law entitled Make the Rules or Your Rivals Will (Crown Business 2004), Bargaining for Advantage: Negotiation Strategies for Reasonable People (2nd Edition, Penguin 2006), and The Art of Woo: Using Strategic Persuasion to Sell Your Ideas (Portfolio/Penguin 2007).


The book is mainly divided into two basic parts and further explains each part in a broader view. The first part deals in the foundations of negotiation and the second part explains the process of negotiation. Chapter one, of the book, discusses with its first foundation, the bargaining style. It defines the basic five styles of bargaining. The five types are: competitor's aggressiveness, conflict avoiders, accommodators, compromisers and problem solvers. The book further emphasizes on your bargaining styles that all negotiations begins with you and the first foundation is your way of communication. The second chapter, of the book, talks about your goals and expectations. The very first important step for the preparation includes the specification of your commitment and your justifiable goals. When you set yourself to the challenging goal, concrete, you will be yourself motivated. The third chapter deals in the authoritative standards and norms. The bread and butter of the negotiation are the arguments about the authority, themes positioning, norms and standards. They help and support after careful consideration to reach and advance towards their goal.

The book further discusses the fourth foundation of negotiation, in chapter four, about relationships. Negotiation is about people - their interests, needs and goals. For effective negotiation, you must have an ability to manage and form personal associations at the bargaining table. The fifth chapter deals in the other party's interests. Its sounds simple to find out that for what the other party is worried about, but it is surprisingly difficult to do it, because of the basic attitudes about negotiations. Most people restrict, with issues they themselves are troubled by, in their field of vision, forgetting that the other side may have their own problems. The sixth chapter, which is the last foundation of negotiation, and the end of the first part, of the book, is about leverage. In negotiation, leverage is a critical factor. To improve your leverage, you can adopt different moves including such good alternatives ...
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