Purpose
This article aims to explore the fundamental negotiation structure as a demand/response dynamic. It tests it in a complex business system, where a manager as a negotiator is confronted with multiple demands or pressures at different levels from a variety of stakeholders, both external and internal.
Design/methodology/approach
Based on concrete examples from the automotive industry, it presents an analytical framework to tackle all negotiation interactions.
Findings
This article suggests that it is possible to describe all negotiation interactions, whether they are simple or complex, through a demand/response framework.
Originality/value
This contribution examines a fundamental structure for negotiation responsibility – the demand/response dynamic – defining the mission of any negotiator in deal-making or dispute resolution as to try to supply a response to the expressed crossed demands. Second, the proposed theoretical model of demand/response is transposed and tested in a managerial system where a sales negotiator is confronted with demands from more sources, both external and internal, with the responsibility to satisfy as best as possible the various stakeholders and the capacity to address each of them with different moves.
