Introduction to Negotiation Strategy
At Oak Spring University, we provide corporate level professional Negotiation Strategy and other business case study solution. Converting the North American Decking Market case study is a Harvard Business School (HBR) case study written by Wolfgang Ulaga, Katrin Siebenburger, Victoria Kemanian. The Converting the North American Decking Market (referred as “Decking Hilti” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - negotiation strategy, negotiation framework, Innovation, Marketing, Organizational culture, Sales, Social platforms.
Negotiation strategy solution for case study Converting the North American Decking Market ” provides a comprehensive framework to analyse all issues at hand and reach a unambiguous negotiated agreement. At Oak Spring University, we provide comprehensive negotiation strategies that have proven their worth both in the academic sphere and corporate world.
What’s my BATNA (Best Alternative To a Negotiated Agreement) – my walkaway option if the deal fails?
What are my most important interests, in ranked order?
What is the other side’s BATNA, and what are his interests?
Problem: Hilti had targeted its "direct fastening" technology - using propellants to drive nails into concrete or steel - at the large and attractive North American decking market where decking involved attaching profiled metal sheets for floors or roofs to a building's frame, mostly by welding. However, after several years, Hilti had still not succeeded in converting deck installers to its technology, and market share was in single digits. Solution: Decrease conversion barriers for all players in the value chain through a multi-dimensional approach consisting of offering product and service innovation, engineering support and new marketing tools that demonstrated the increased productivity, quality and worker safety compared to welding. Key steps: 1. Develop a customized product offering addressing country- and segment-specific requirements; 2. Launch a new service and transaction model to decrease upfront investment and switching costs; 3. Develop targeted sales and marketing initiatives to gain support from the complex network of stakeholders in the value chain. Learning objective: Understand what successful strategies can be employed to capture value from innovation in a B2B environment that represents many barriers to adoption for new technology; illustrate key steps taken by the company showcased to re-launch an innovative product in the B2B construction market that initially failed to capture market share.
By interests, we do not mean the preconceived demands or positions that you or the other party may have, but rather the underlying needs, aims, fears, and concerns that shape what you want. Negotiation is more than getting what you want. It is not winning at all cost. Number of times Win-Win is better option that outright winning or getting what you want.
Options are the solutions you generate that could meet your and your counterpart’s interests . Often people come to negotiations with very fixed ideas and things they want to achieve. This strategy leaves unexplored options which might be even better than the one that one party wanted to achieve. So always try to provide as many options as possible during the negotiation process. The best outcome should be out of many options rather than few options.
When soft bargainers meet hard bargainers there is always the danger of soft bargainers ceding more than what is necessary. To avoid this scenario you should always focus on legitimate standards or expectations. Standards are often external and objective measures to assess the fairness such as rules and regulations, financial values & resources , market prices etc. If the negotiated agreement is going beyond the industry norms or established standards of fairness then it is prudent to get out of the negotiation.
Every negotiators going into the negotiations should always work out the “what if” scenario. The negotiating parties in the “Converting the North American Decking Market” has three to four plausible scenarios. The negotiating protagonist needs to have clear idea of – what will happen if the negotiations fail. To put it in the negotiating literature – BATNA - Best Alternative to a Negotiated Agreement. If the negotiated agreement is not better than BATNA then there is no point in accepting the negotiated solution.
One of the biggest problems in implementing the negotiated agreements in corporate world is – the ambiguity in the negotiated agreement. Sometimes the negotiated agreements are not realistic or various parties interpret the outcomes based on their understanding of the situation. It is critical to do negotiations as water tight as possible so that there is less scope for ambiguity.
Many negotiators make the mistake of focusing only on the substance of the negotiation (interests, options, standards, and so on). How you communicate about that substance, however, can make all the difference. The language you use and the way that you build understanding, jointly solve problems, and together determine the process of the negotiation with your counterpart make your negotiation more efficient, yield clear agreements that each party understands, and help you build better relationships.
Another critical factor in the success of your negotiation is how you manage your relationship with your counterpart. According to “Wolfgang Ulaga, Katrin Siebenburger, Victoria Kemanian”, the protagonist may want to establish a new connection or repair a damaged one; in any case, you want to build a strong working relationship built on mutual respect, well-established trust, and a side-by-side problem- solving approach.
According to
Harvard Business Review
, there are three types of negotiators – Hard Bargainers, Soft Bargainers, and Principled Bargainers.
Hard Bargainers – These people see negotiations as an activity that they need to win. They are less focused less on the real objectives of the negotiations but more on winning. In the “Converting the North American Decking Market ”, do you think a hard bargaining strategy will deliver desired results? Hard bargainers are easy to negotiate with as they often have a very
predictable strategy
Soft Bargainers – These people are focused on relationship rather than hard outcomes of the negotiations. It doesn’t mean they are pushovers. These negotiators often scribe to long term relationship rather than immediate bargain.
Principled Bargainers – As explained in the seven elemental tools of negotiations above, these negotiators are more concern about the standards and norms of fairness. They often have inclusive approach to negotiations and like to work on numerous solutions that can improve the BATNA of both parties.
Open lines of communication between parties in the case study “Converting the North American Decking Market” can make for an effective negotiation strategy and will make it easier to negotiate with this party the next time as well.
Wolfgang Ulaga, Katrin Siebenburger, Victoria Kemanian (2018), "Converting the North American Decking Market Harvard Business Review Case Study. Published by HBR Publications.
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Basic Materials , Chemical Manufacturing
Financial , Investment Services
Technology , Software & Programming
Capital Goods , Constr. & Agric. Machinery
Consumer/Non-Cyclical , Office Supplies
Consumer Cyclical , Auto & Truck Parts
Consumer Cyclical , Apparel/Accessories
Consumer Cyclical , Recreational Products
Basic Materials , Metal Mining
Capital Goods , Construction Services
Capital Goods , Construction Services
