Name: Phi Thị Thu Huyền

Student ID: 11201889

Question: What are major interests (values or benefits) that the integrative negotiation
brings parties (negotiators)? And how to make the negotiation mainly from distributive
negotiation (bargaining) to become the integrative one? Give suitable example to illustrate.

Answer:
Integrative negotiation is a cooperative approach to negotiation that aims to create value
for all parties involved in a negotiation. The major interests, values, or benefits that
integrative negotiation can bring to parties include:
1. Maximizing joint gains: Integrative negotiation seeks to create value by identifying
and exploiting areas of mutual gain, which allows both parties to achieve their
objectives and obtain maximum benefits.
2. Building long-term relationships: By focusing on mutual interests and building trust,
integrative negotiation can help parties establish and maintain long-term
relationships that can be beneficial for future negotiations.
3. Enhancing communication: Integrative negotiation emphasizes open and honest
communication, which can help parties understand each other's needs and interests
better and find creative solutions to problems.
4. Improving problem-solving skills: Integrative negotiation encourages parties to be
flexible and creative in finding solutions to problems, which can lead to the
development of problem-solving skills that can be used in future negotiations or in
other areas of life.
5. Reducing conflicts: By focusing on mutual interests and building trust, integrative
negotiation can help parties reduce conflicts and reach mutually beneficial
agreements, which can lead to better outcomes for all parties involved.
Overall, integrative negotiation can bring a variety of interests, values, or benefits to
parties, including the creation of value, the establishment of long-term
relationships, enhanced communication, improved problem-solving skills, and reduced
conflicts.
To shift a negotiation from distributive (bargaining) to integrative, the parties involved
need to focus on creating value and finding ways to expand the pie rather than just dividing
it up. This involves identifying common interests and exploring creative solutions that
benefit all parties involved. (Continued)
In the example of Google purchasing YouTube, the negotiation could have started as a
distributive one, with each party focused on maximizing their own gains. Google may have
wanted to pay as little as possible for the acquisition, while YouTube may have wanted to
receive as much as possible attached with terms.
To shift to an integrative negotiation, both parties could have focused on identifying
common interests and creating value. For example, both companies may have seen the
potential for increased revenue and growth by working together to integrate
YouTube's video content with Google's search and advertising capabilities.
They could have explored creative solutions such as revenue sharing models, cross-
promotion, and joint product development. By focusing on creating value and finding ways
to expand the pie, the negotiation could have shifted from a distributive one to an
integrative one.
In summary, to shift a negotiation from distributive to integrative:
1. Identify common interests and goals.
2. Focus on creating value and expanding the pie.
3. Explore creative solutions that benefit all parties involved.
By following these steps, negotiators can move beyond zero-sum thinking and
find mutually beneficial outcomes for all parties involved.