Negotiation and Sources of Negotiation Power: Their Role and Importance in the Exchange Process in the Corporate Banking Market

摘要

The paper is based on the assumption that the participants in an exchange process can positively influence many aspects of their own businesses, if they master the knowledge and skills in the field of business negotiation. The aim of the paper is to contribute to the knowledge of the specific characteristics of negotiation in the corporate banking market and of the impact of individual sources of negotiation power on the agreed terms of exchange between the banking customer and the bank. The conducted research has shown that banking customers can directly influence the terms of exchange in the corporate banking market. Furthermore, the research has shown the influence that the individual sources of negotiation power have on the achievement of more favourable terms of exchange for corporate banking customers. Implications of the conducted research are multiple. For instance, the results of the research provide guidelines to corporate banking customers as to how to develop an effective negotiation strategy in the corporate banking market, thus helping them to achieve higher business competitiveness.Sa?etakRad se temelji na pretpostavci da sudionici u procesu razmjene mogu pozitivno utjecati na mnoge aspekte svojega poslovanja, ako usvoje znanja i vje?tine u podrucju poslovnog pregovaranja. Cilj ovoga rada je pridonijeti spoznaji 0 specifi?nim karakteristikama pregovaranjana korporativnome bankarskom tr?i?tu i utjecaju pojedina?nih ?imbenika snage pregovaranja 0 dogovorenim uvjetima razmjene izmedu klijenta banke i same banke. Provedeno istra?ivanje jeukazalo da klijenti banaka mogu izravno utjecati na uvjete razmjene na korporativnome bankarskom tr?istu. Nadalje, istra?ivanje je dokazalo da pojedini ?imbenici pregovara?ke mo?i imaju utjecaj na ostvarenje povoljnijih uvjeta razmjene za korporativne klijente banaka. Implikacije provedenoga istra?ivanja su vi?estruke. Primjerice, rezultati istra?ivanja osiguravaju smjernice za korporativne klijente banaka 0 tome kako razviti u?inkovitu strategiju pregovaranja na korporativnome bankarskom tr?i?tu ?to im poma?e u postizanju ve?e poslovne konkurentnosti.