Gender influences on purchasing negotiation objectives,outcomes and communication patterns |
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| Authors: | Wouter Faes Gilbert Swinnen Ria Snellinx |
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| Affiliation: | 1. Faculty of Management Sciences, Department of Marketing, Hasselt University, Campus Diepenbeek, Agoralaan 1, Building D, B 3590, Belgium;2. Faculty of Management Sciences, Department of Language Studies, Hasselt University, Belgium;1. Cnr Clyde St & Union Pl East, University of Otago, Level 5, Room No 518, 9016 Dunedin, New Zealand;2. Department of Accounting and Finance, University of Otago, Level 5, Room No 516, 9016 Dunedin, New Zealand;1. Ivey Business School, Western University Canada, 1255 Western Road #3321, London, ON N6G0N1, Canada;2. Robert H. Smith School of Business, University of Maryland, 3437 Van Munching Hall, College Park, MD 20742, USA;1. Academy of Chinese Energy Strategy, China University of Petroleum-Beijing, 18 Fuxue Road, Changping, Beijing 102249, China;2. Department of Industrial and Manufacturing Systems Engineering, The University of Hong Kong, Pokfulam Road, Hong Kong;1. Independent Researcher;2. Birmingham Business School, University of Birmingham, B15 2TT, UK;1. Head of Marketing Oncology, Merck Serono GmbH, Darmstadt, Germany;2. Professor for Procurement & Quality Management, University of Applied Sciences Aschaffenburg, Germany;3. Professor of Logistics and Quantitative Methods, Julius-Maximilians-University Würzburg, Germany;4. Research Associate Chair of International Marketing, University of Vienna, Austria;5. Professor of Supply Chain & Operations Management, Mainz University of Applied Sciences, Lucy-Hillebrand-Str. 2, 55128, Mainz, Germany;6. Visiting Professor at Department of Strategy & Innovation, Copenhagen Business School (CBS), Denmark |
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| Abstract: | This paper compares the objectives, results obtained and communication patterns used by men and women in 1159 purchasing role plays over a period of 18 years. Results show statistically significant, but weak relationships, which should be considered as tendencies only. Male negotiators set higher objectives than female negotiators, specifically under conditions of high competitiveness. Women on the other hand are more realistic and strive for mid-range objectives. The outcome of the observed negotiations is higher for female negotiators, specifically under conditions of high and slightly less under conditions of medium competitiveness. Male negotiators are more likely to obtain mid-range results. Female negotiators are more likely to reach no deal at all. Although women more and more take on identical roles as men, the observed differences in negotiation results do not seem to diminish over time. Women finally use fewer tactics and more open communication patterns. |
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