IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v14y1995i3_supplementpg47-g60.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.14.3.G47
    Download Restriction: no

    File URL: https://libkey.io/10.1287/mksc.14.3.G47?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    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.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g47-g60. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.