3.2 NEGOTIATION STYLES AND STRATEGIES

3.2.1 Distributive Strategy – Distributive bargaining, also known as positional bargaining, or negotiation win-lose, is a type or style of negotiation in which parties compete for the distribution of a fixed amount of value. Distributive bargaining is more competitive. The goal in distributive bargaining is not to assure both sides win, but rather that one side wins as much as it can, which generally means that the other side will lose, or at least get less than it had wanted.
The strategy is not suited for the negotiation since Zenur will have some points to consider at the negotiation. And with this approach Levon may end up losing the deal. (International Online Training Program On Intractable Conflict, 1998)
3.2.2 Integrative Strategy - Integrative strategy tends to be more cooperative. It is also known as “Win/Win" or the collaboration style, firstly put forward by Nierenberg(1968)with the philosophy that all the parties should gain benefit from the negotiation process, as this produces more successful outcomes than the adversial ‘winner takes all’ approach. . It is about making sure both parties have their needs or goals met, while creating as much mutual value as time and resources allow.URYet al.(1991) further developed a concept of a win-win approach as principled negotiation ,where the goal is to reach a lasting agreement ,rather than the win –lose traditional scenario ,the steps in the process comprises of : the creating value approach or ‘expanding the pie’ approach, by finding compensations or other rewards for both or one party that were not in the original discussion, and finding solutions that best fit the needs of all or most parties .( Fisher, R., Ury, W. & Patton, B. (1991). Getting to yes)
This strategy is the most appropriate approach for such business to business negotiations. It will allow both