Introduction to Negotiation Strategy
At Oak Spring University, we provide corporate level professional Negotiation Strategy and other business case study solution. Microsoft's Go-to-market Strategy for Azure in India case study is a Harvard Business School (HBR) case study written by Reema Gupta, Deepa Mani, Aditya Shah, Sujata Ramachandran. The Microsoft's Go-to-market Strategy for Azure in India (referred as “Azure Microsoft” from here on) case study provides evaluation & decision scenario in field of Technology & Operations. It also touches upon business topics such as - negotiation strategy, negotiation framework, International business, Marketing, Technology.
Negotiation strategy solution for case study Microsoft's Go-to-market Strategy for Azure in India ” 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?
"The case is set in mid-2009, about six months before the scheduled worldwide launch of Microsoft Azure. The group director of cloud computing for Microsoft India is mulling over the relative merits and demerits of launching Azure simultaneously in India with the rest of the world. Cloud computing is a paradigm shift in the information technology (IT) industry that fundamentally changes the way software and services are delivered to an end-user's desktop. Cloud computing enables shared resources - software, hardware and information - to be provided to consumers on demand, charging them based on usage. Azure is Microsoft's offering in this space, providing software and infrastructure as a service and also a platform to develop new applications on a pay-per-use model. Microsoft has always made its products available to users in the traditional license model, and Azure would be a paradigm shift not only in terms of technology but also in terms of the business model - from a one-time license fee and periodical maintenance contracts to a pay-as-you-use flexible model. The director had to decide whether the nascent Indian market was ready to adopt this new technology and business model. He also had to decide which segments of the Indian industry Microsoft Azure should target. There were a lot of reasons - presence of a strong IT development community, increasing IT adoption trends across Indian industries and presence of a very big potential customer base in terms of the small and medium enterprises (SMEs) - why the Indian market looked very lucrative. On the flip side, there were concerns such as poor current IT adoption, highly rampant piracy, low-to-average availability of infrastructure (essential to the success of Azure), such as electricity and broadband penetration in India, and the unique 'do-it-for-me' attitude of the Indian businessperson, which translated to significant initial costs in terms of time and effort required to increase awareness."
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 “Microsoft's Go-to-market Strategy for Azure in India” 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 “Reema Gupta, Deepa Mani, Aditya Shah, Sujata Ramachandran”, 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 “Microsoft's Go-to-market Strategy for Azure in India ”, 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 “Microsoft's Go-to-market Strategy for Azure in India” can make for an effective negotiation strategy and will make it easier to negotiate with this party the next time as well.
Reema Gupta, Deepa Mani, Aditya Shah, Sujata Ramachandran (2018), "Microsoft's Go-to-market Strategy for Azure in India Harvard Business Review Case Study. Published by HBR Publications.
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