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Negotiation Effective communication is an integral part of our life. Negotiations accompany any mutual activity. So, what is definition of term negotiation? Some scholars define negotiation as a process for resolving conflict between two or more parties whereby both or all modify their demands to achieve a mutually acceptable compromise (Negotiations in international business, 2006).
Another definition claims that negotiation is a process of adjusting both parties view of their ideal outcome to an attainable outcome (Negotiations in international business, 2006). There is another definition of term negotiation as the use of common sense under pressure to achieve objective (Negotiations in international business, 2006). It is very important to avoid using projective cognitive similarity in negotiation. What is projective cognitive similarity? It is generally defined as the assumption that others perceive, judge, think and reason in the same way when in fact they do not because of differential cultural and practical influences. In case negotiator uses method of projective cognitive similarity, he can fail.
Why it is recommended to avoid using projective cognitive similarity? The negotiator supposes that his opponent think, reason and judge in the same way he does. However, the negotiator has to remember that people are different because their experience is not the same. The think differently because of their cultural and practical influences and can or cannot have the same standpoint. As far as aim of negotiation is to reach agreement concerning participation of parties in activity, the results of which will be used for mutual benefit, it is very important to have clear understanding of the process. Negotiation can be compared with iceberg: its upper part consists of factual part of any negotiation objectives, main and alternative strategy, methods to reach the objective and implementation of strategy (Lewicki, R.
J. and J. A. Litterer, 1985). The lower part of negotiation consists of communication at the level of human element: the art of communication, conviction, personal qualities and psychological types of negotiators. Both parts of iceberg are in constant interaction.
However, in case a negotiator makes a mistake assuming that his opponent has the same point of view, he will hardly succeed and two objectives positioned by two negotiators will never merge in one common goal. Every person who takes part in negotiation makes four steps: he tells his point of view, listens to his opponents standpoint, enumerates arguments and facts in order to strengthen his position, and introduces facts and arguments in order to make his opponents position weaker. In case the negotiator considers that his opponent thinks in the same way, he do not place high emphasis on his argumentation and do not protect his own standpoint actively. Additionally, planning and preparation to negotiation are important parts of negotiation process. In case the negotiator uses projective cognitive similarity, he rarely plans his speech in order to reach his objective in the best possible way. When the negotiator uses projective cognitive similarity and assumes that his opponent thinks in the same way, negotiator do not examine strengths and weaknesses of his opponent.
He also is unable to define differences between his own vision and his opponents point of view and his opponents vision of organizational implementation of his variant of solution. As far as all people are different, it is a mistake to identify the opponent with yourself. Negotiator has to remember that his opponent has different way of thinking. At the same time it is more important to know the opponents strengths, hobbies, favorite themes for discussion, political convictions, psychological type, peculiarities, etc in order to understand the opponents cultural and practical experiences. Bibliography Lewicki, R. J.
and J. A. Litterer. (1985). Negotiation.
Homewood, IL: Irwin. Negotiations in international business. (2006, December 27). Retrieved January 27, 2007, from web
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