How do buyers actually negotiate with their leverage and strategic suppliers? Analysis of negotiation topics, tactics and outcomes

This study focuses on negotiation topics, tactics and outcomes for leverage and strategic supplier relationships. We interviewed professional purchasers about their first-hand negotiating experience within different supplier relationships. The interviews revealed the many topics and tactics that actually apply to B2B negotiations. Different topics and tactics were reported for convenience partnerships, real strategic partnerships and locked-in partnerships. Interestingly, we found a hybrid of integrative and distributive tactics in all relationships. Our findings contradict the widely held belief that manipulative tactics and hard bargaining are less applied in real strategic partnerships compared to leverage and locked-in relationships.