Strategic adaptability negotiation training in purchasing and supply management: A multi-method instructional approach
Henrike Heunis, Niels Pulles, Ellen Giebels, Bas Kollöffel and Aldis G. Sigurdardottir
About the main author
Henrike Heunis is a PhD candidate at the University of Twente, specialising in negotiations and teaching negotiation courses. Her research focuses on the conceptualisation of strategic adaptability in business negotiations and the testing of teaching methods. Her research interests primarily centre on negotiation strategy, processes, individual factors, and skills education. Henrike collaborates with the sections of Entrepreneurship & Technology Management, Psychology of Conflict, Risk & Safety, and Professional Learning & Technology. She has shared her research findings at international conferences and is a member of the Negotiation Academic Society board.
Abstract
Building strategic adaptability
Negotiation skills are essential for purchasing and supply management (PSM) professionals, impacting everything from cost savings to building strong supplier relationships. Although studies recognise the importance of negotiation, there has been little focus on training strategic adaptability—the ability to switch between different negotiation strategies when needed, depending on the content, opponent, process and context cues in the negotiation process.
This study introduces an engaging training program designed to develop strategic adaptability among PSM students and practitioners. The training helps understand negotiation strategies, i.e., knowing when to use an integrative (collaborative, win-win) approach to foster mutual benefit and a distributive (competitive, win-lose) approach to secure value. Adaptability between these two strategies is crucial in real-world negotiations, which rarely follow a single, rigid strategy.
Core components of the training
The training blends theory and hands-on exercises with four key blocks:
1. Principle-based learning: A brief overview introduces integrative and distributive negotiation strategies and cues related to strategic adaptations on the content, opponent, process, and context level. It prepares participants to understand the fundamental concepts of the training.
2. Observational learning through video clips & Guided discussion: Participants watch negotiation scenarios showcasing negotiation behaviours and (missed) strategic adaptations. These videos are designed to help participants recognise the different types of strategic adaptations. Through guided discussion, participants analyse the videos and further deepen their knowledge.
3. Implementation-intention exercises: Participants practice “if-then” scenarios, applying the adaptation categories to a hypothetical or future negotiation. This exercise strengthens participants’ competence in recalling and implementing strategic adaptations in various negotiation scenarios.
4. Simulation exercises: Through a one-on-one simulation, participants have the opportunity to apply and experiment with the learned concepts in a realistic negotiation scenario. Participants can gain experience in consciously applying strategic adaptations and showing situational responsiveness. After the simulation, participants reflect on their experience applying and recognising strategic adaptations during the negotiation.
Practical benefits for PSM professionals
By the end of the training, participants reported an improved ability to identify cues that signal the need for strategic shifts, such as deadlock situations, opponent resistance, or changing priorities. These adaptability skills help negotiators to navigate better complex buyer-supplier relationships, moving beyond simple cost-cutting to foster strategic partnerships. Adaptability is particularly valuable for PSM professionals when negotiation outcomes impact long-term business relationships and organisational competitiveness.
Feedback from participants
Participants found the program highly engaging and valuable. Video scenarios and in-class discussions deepened their understanding of negotiation strategies, while practical simulations allowed them to refine these skills actively. Notably, the training also encouraged a greater awareness of one’s negotiation style and how to adjust it in response to different cues in the negotiation process, including the counterpart’s actions.
Contributions and broader implications
This training offers a comprehensive and engaging approach to building strategic adaptability in PSM, addressing an underexplored area in academic literature and professional development. It provides tools for achieving strategic awareness and improved outcomes. The training prepares PSM professionals by enhancing their understanding of integrative and distributive strategies, increasing their awareness of potential strategic consequences, and developing their skills in navigating complex relationships. Furthermore, the open-access nature of the training resources allows educators and organisations to integrate these materials into broader PSM education programs.
Additional/further reading
· Link to the article (open access): https://www.sciencedirect.com/science/article/pii/S1478409224000773?via%3Dihub
· LinkedIn: Click this link
· Website: https://www.utwente.nl/en/bms/el-ips/