A Proposed Theoretical Model for Dyadic Marketing Negotiations

Abstract

Working under the premise that exchange is an important phenomenon in marketing, understanding dyadic negotiation is a central element in marketing transactions. The negotiation process is one of the principal influences involved in the mechanics of the buying-selling process. The majority of the literature on marketing negotiations has been written based upon three contexts: industrial buying behavior, retail activity, and distribution channels. The author proposes to integrate and develop a conceptual model based on the different processes that occur within a buyer-seller negotiation dyad given the three contexts. This theoretical analysis serves as a means of understanding the variables that impact as well as the framework involved in any marketing negotiation activity.