UNIVERZITET SINGIDUNUM
BEOGRAD
DEPARTMAN POSLEDIPLOMSKIH STUDIJA
Doktorska disertacija
STRATEGIJA POSLOVNOG
PREGOVARANJA U SAVREMENIM
ORGANIZACIJAMA
Beograd, 2009. godine
MENTOR
prof. dr Branislav Mašić
KANDIDAT
mr Gordana Dobrijević
Mentor: Prof. dr
Branislav Mašić
Redovni profesor Univerziteta Singidunum, Beograd
Članovi komisije:
Prof. dr
Milovan Stanišić
Redovni profesor Univerziteta Singidunum, Beograd
Prof. dr
Branko Maričić
Redovni profesor Ekonomskog fakulteta Univerziteta u Beogradu
Datum odbrane doktorske disertacije:
_________________________
Business Negotiation Strategy In Contemporary Organizations
Abstract
In business, negotiation occurs between managers and staff, employers and employees,
professionals and clients, within and between organizations and between agencies and the
public. Negotiation is a problem-solving process in which two or more people voluntarily
discuss their differences and attempt to reach a joint decision on their common concerns.
Negotiation requires participants to identify issues about which they differ, educate each other
about their needs and interests, generate possible settlement options and bargain over the
terms of the final agreement. Successful negotiations
The conflicts that arise in organizations may be shaped by the unique aspects of this
environment, including the long hours many people spend at their workplace and the
hierarchical structure of the organization. Conflict management has become a very important
task for any management team.
Negotiation is the principal way that people redefine an old relationship that is not working to
their satisfaction or establish a new relationship where none existed before. Because
negotiation is such a common problem-solving process, it is in everyone's interest to become
familiar with negotiating dynamics and skills. This paper is designed to introduce basic
concepts of negotiation and to present procedures and strategies that generally produce more
efficient and productive problem solving.
The research problem of the disseration deals with defining the most influential factors in
choosing and implementation of a negotiation strategy and tactics.
Key words:
negotiation
negotiation strategies and tactics
cooperative strategies
competitive strategies
conflict management
Sadržaj
STRATEGIJA POSLOVNOG PREGOVARANJA U SAVREMENIM
ORGANIZACIJAMA
UVOD ........................................................................................ 7
I OSNOVE PREGOVARANJA ..................................................... 12
1. Definisanje pojma pregovaranje
................................................................................... 13
2. Istorijski prikaz teorija o pregovaranju
................................................................... 16
3. Vrste pregovaranja
............................................................................................................... 17
3.1. Kompetitivno (distributivno) pregovaranje
.............................................................. 19
3.2. Kooperativno pregovaranje
............................................................................................ 20
3.3. Razlika izme
đ
u interesa i pozicija
................................................................................ 23
3.4. Harvardski model pregovaranja
................................................................................... 25
3.5. Trodimenzionalno pregovaranje
................................................................................... 27
4. Osnovni koncepti pregovaranja
..................................................................................... 29
4.1. BATNA
.................................................................................................................................... 29
4.2. Najniža/najviša prihvatljiva cena
................................................................................. 31
4.3. ZOPA
....................................................................................................................................... 32
4.4. Stvaranje vrednosti
........................................................................................................... 33
4.5. Ustupci
................................................................................................................................... 35
5. Organizacione pretpostavke pregovaranja
............................................................ 39
II ELEMENTI PREGOVARANJA ................................................. 41
1. Pregovara
č
ki proces
........................................................................................................... 42
1.1. Priprema
................................................................................................................................ 42
1.2. Razmena informacija
........................................................................................................ 43
1.3. Ugovaranje
........................................................................................................................... 44
1.4. Zaklju
č
ivanje sporazuma
................................................................................................ 46
2. Pregovara
č
ki subprocesi
.................................................................................................... 48
2.1. Percepcija
............................................................................................................................. 48
2.2. Komunikacija
....................................................................................................................... 48
2.2.1. Verbalna komunikacija
................................................................................................ 51
2.2.2. Neverbalna komunikacija
........................................................................................... 51
2.2.3. Klima za vreme pregovora
......................................................................................... 53
2.2.4. Mediji komunikacije
...................................................................................................... 54
2.2.5. Problemi u komunikaciji
.............................................................................................. 54
2.3. Pregovara
č
ka mo
ć
............................................................................................................. 55
2.3.1.Vrste mo
ć
i
.......................................................................................................................... 56
2.3.2. Taktike mo
ć
i
.................................................................................................................... 59
2.3.3. Izvori pregovara
č
ke mo
ć
i
........................................................................................... 61
2.4. Pregovara
č
ki uticaj
............................................................................................................ 63
2.5. Ube
đ
ivanje
........................................................................................................................... 66
2.6. Etika u pregovaranju
........................................................................................................ 68
Sadržaj
3
1.3.1. Kompetitivne strategije
............................................................................................. 140
1.3.2. Zauzimanje pozicija tokom pregovora
................................................................. 142
1.3.3. Taktike distributivnog pregovaranja
..................................................................... 143
1.3.4. Završne taktike
............................................................................................................. 146
1.3.5. „Prljave“ pregovara
č
ke taktike
............................................................................... 146
1.4. Kooperativne strategije i taktike
................................................................................ 148
2. Izbor strategije
..................................................................................................................... 151
3. Implementacija poslovne strategije
......................................................................... 156
4. Prepreke sprovo
đ
enju strategije pregovaranja
................................................. 158
4.1. Iracionalna upornost
....................................................................................................... 158
4.2. Pogrešne pretpostavke
.................................................................................................. 159
4.3. Iracionalna o
č
ekivanja
................................................................................................... 160
4.4. Preterano samopouzdanje
............................................................................................ 161
4.5. Grupno razmišljanje
....................................................................................................... 162
4.6. Nekontrolisane emocije
................................................................................................. 162
4.6.1.Emocije kao prepreka pregovaranju
...................................................................... 163
4.6.2.Emocije kao preimu
ć
stvo kod pregovaranja
....................................................... 164
4.7. Manipulacija
....................................................................................................................... 165
4.8. Zloupotreba mo
ć
i
............................................................................................................. 166
4.9. Ultimatum
........................................................................................................................... 166
4.10. Pat pozicija
....................................................................................................................... 168
4.11. Nesigurnost
...................................................................................................................... 170
VI ORGANIZACIONI KONFLIKT ............................................. 172
1. Definicija konflikta
.............................................................................................................. 173
2. Pojam i vrste organizacionih konflikata
................................................................. 175
2.1. Istorijski pregled teorija o organizacionom konfliktu
......................................... 175
2.2. Vrste i izvori organizacionih konflikata
.................................................................... 177
2.3. Nivoi organizacionih konflikata
................................................................................... 180
2.4. Proces odvijanja konflikta
............................................................................................. 180
2.4.1. I faza: Potencijalno suprotstavljanje
.................................................................... 182
2.4.2. II faza: Spoznaja i personalizacija
........................................................................ 182
2.4.3. III faza:Ponašanje
....................................................................................................... 183
2.4.4. IV faza: Rezultati
......................................................................................................... 184
3. Interno pregovaranje i strategija rešavanja konflikata
............................... 187
3.1. Interna komunikacija
..................................................................................................... 187
3.2. Interno pregovaranje
..................................................................................................... 190
3.3. Upravljanje konfliktom u organizacijama
............................................................... 191
3.3.1 Struktura konflikta
........................................................................................................ 191
3.3.2. Merenje konflikta
......................................................................................................... 193
3.3.3. Upravljanje konfliktom
............................................................................................... 193
3.3.4. Stilovi upravljanja konfliktima
................................................................................ 194
3.4. Poslovna diplomatija
....................................................................................................... 197
VII ISTRAŽIVANJE O STRATEGIJI POSLOVNOG
PREGOVARANJA U SRBIJI .................................................... 199
1. Problem i predmet istraživanja
................................................................................... 200
