Introduction to Negotiation Strategy
At Oak Spring University, we provide corporate level professional Negotiation Strategy and other business case study solution. Yunnan Tourism Co., Ltd: Developing Garden Expo '99 Site into a First-Class Urban Eco-Cultural Complex case study is a Harvard Business School (HBR) case study written by Russell Arthur Smith, Beng Geok Wee, Wei Chen. The Yunnan Tourism Co., Ltd: Developing Garden Expo '99 Site into a First-Class Urban Eco-Cultural Complex (referred as “Expo Yunnan” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - negotiation strategy , negotiation framework, .
Negotiation strategy solution for case study Yunnan Tourism Co., Ltd: Developing Garden Expo '99 Site into a First-Class Urban Eco-Cultural Complex ” 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?
In 1999, the International Horticultural Exposition was held in Kunming, capital of Yunnan Province in China. Recognised as an international exposition by the Bureau International des Expositions (BIE), the event was organised by the International Association of Horticultural Producers (AIPH), based in Paris, France. It was the first international mega-exposition hosted in China, and had strong support from Kunming's local government agencies. The six-month long exposition (Expo Garden) attracted more than 9 million visitors from around the world with a daily average of 49,000 park visitors and hitting a peak of more than 110,000 visitors in a single day. After the exhibition ended, Kunming government decided to continue to keep the venue open as a tourist destination, and major transformations were made to Expo Garden's management structure and business operations. A decade later, Expo Garden had lost its position as a prime tourist destination in Yunnan, as other destinations such as Dali, Shangri-la and Lijiang became the top tourist draws. During this time, domestic tourists emerged as the main engine of growth in Yunnan's tourism industry. In 2012, the group that owned and managed Expo Gardens, Yunnan Tourism Co. Ltd, a state-owned company listed in the Shenzhen stock exchange, needed a turnaround strategy to enhance the attractiveness of Expo Garden, its major asset. The aim was to: o transform Expo Garden into a major player in Yunnan Province's tourism industry; and o to boost Expo Garden's income growth substantially and improve the financial performance of the company.
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, clearly understanding the arbitrage . 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 “Yunnan Tourism Co., Ltd: Developing Garden Expo '99 Site into a First-Class Urban Eco-Cultural Complex” 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 (Negotiations options), 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 and other people doing the mediation. According to “Russell Arthur Smith, Beng Geok Wee, Wei Chen”, 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 “Yunnan Tourism Co., Ltd: Developing Garden Expo '99 Site into a First-Class Urban Eco-Cultural Complex ”, 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 “Yunnan Tourism Co., Ltd: Developing Garden Expo '99 Site into a First-Class Urban Eco-Cultural Complex” can make for an effective negotiation strategy and will make it easier to negotiate with this party the next time as well.
Russell Arthur Smith, Beng Geok Wee, Wei Chen (2018), "Yunnan Tourism Co., Ltd: Developing Garden Expo '99 Site into a First-Class Urban Eco-Cultural Complex Harvard Business Review Case Study. Published by HBR Publications.
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