Introduction to Negotiation Strategy
At Oak Spring University, we provide corporate level professional Negotiation Strategy and other business case study solution. Ncc Construction Danmark (A): Back To Profitability case study is a Harvard Business School (HBR) case study written by Bala Chakravarthy, Sophie Coughlan. The Ncc Construction Danmark (A): Back To Profitability (referred as “Ncc Dk” from here on) case study provides evaluation & decision scenario in field of Leadership & Managing People. It also touches upon business topics such as - negotiation strategy, negotiation framework, .
Negotiation strategy solution for case study Ncc Construction Danmark (A): Back To Profitability ” 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?
This two part case series describes the transformation challenge faced by a European company, NCC Construction Danmark A/S (NCC DK), belonging to one of the oldest industries in the world - construction. Even though the context is construction, the lessons that this case provides should appeal to other European companies and industries as they simultaneously seek to reposition themselves for the new times and new opportunities in Europe and beyond.Case A describes NCC DK's fight back to profitability from the brink of bankruptcy after the residential construction bubble burst in Denmark in 2006. After becoming the CEO of NCC DK in October 2006, Torben Biilmann and his top management team led a three-phase transformation that led the financially troubled company back to prosperity: Stabilization (2006-2007); Efficiency and Sustainability (2008-); and Business Development (2009-). The storyline has many of the elements to be found in a classic transformation, including restructuring, renovation and renewal. Case A provides a platform for exploring how Biilmann and his leadership team put NCC DK back on the road to profitability by concentrating on five Must-Win Battles (MWBs). A four part video (total runtime 21' 44'') supplements the case. The first (7' 17'') is an interview with Torben Biilmann (CEO, October 2006 - May, 2012) and Martin Manthorpe, Senior Vice President (Strategy) on the tough restructuring and renewal described in Case A. The second (5' 19'') is an interview with the same two executives on the role of VDC in moving the construction industry to the 21st century and creating new opportunities for NCC DK. The third (7' 4'') is an interview with Klaus Kaae (the company's CEO since June 2012) and Manthorpe on the concept of "Co-Creation" and the opportunities and challenges for the company in driving this concept. The final part of the video (2' 4'') is a short reflection by Biilmann on the lessons for other European companies from NCC DK's experience. Learning objectives: Provide a basis for senior executives (especially from European companies) to discuss company and industry transformation so as to sustain profitable growth even in maturing industries. Even though the context is construction, the disciplined approach to execution of NCC DK and its proactive approach to strategic renewal can offer pointers to other European companies as they battle industry maturity. The case can also be used in MBA class rooms to address restructuring and renewal.
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 “Ncc Construction Danmark (A): Back To Profitability” 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 “Bala Chakravarthy, Sophie Coughlan”, 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 “Ncc Construction Danmark (A): Back To Profitability ”, 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 “Ncc Construction Danmark (A): Back To Profitability” can make for an effective negotiation strategy and will make it easier to negotiate with this party the next time as well.
Bala Chakravarthy, Sophie Coughlan (2018), "Ncc Construction Danmark (A): Back To Profitability Harvard Business Review Case Study. Published by HBR Publications.
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