2Two Different Approaches: Win-Lose and Win-Win


Learning Objectives

By the end of this chapter, you should be able to:

• Explain the difference between win-lose and win-win negotiations.

• Identify three characteristics of win-lose negotiations.

• Identify non-price values that may motivate participants to seek win-win resolutions.

There are two pure forms of negotiation: win-lose or win-win. Most negotiations are one or the other—or some mixture of the two. It’s useful to understand the difference between these negotiations because each involves a different attitude and set of tactics.


In a win-lose negotiation, the matter at stake involves ...

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