Negotiation History in Business Relationships – (How) does it affect Negotiation Behavior and Outcome?

In business relationships, buyer-seller negotiations significantly influence a company’s profitability. Due to subsequent negations with the same partner, a so-called negation history results which has an influence on the behavior in and the outcome of future negotiations. As there are different business relationship types, which especially differ in power position and dependences between buyer and seller, it has to be analyzed whether the negotiation history varies between these relationship types and if so, how this difference affects behavior and outcome. Therefore, a quantitative analysis with practitioners was conducted and first results of our ongoing research show that there are indeed significantly different effects on negotiation behavior and outcome within the different business relationship types, caused by negotiation history.