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Yellow Jacket Crisis - Business - Negotiation - Case - Study
Yellow Jacket Crisis - Business - Negotiation - Case - Study
I. Introduction .................................................................................................................................... 3
II. Communication .......................................................................................................................... 3
III. Aspiration points ........................................................................................................................ 4
IV. BATNA and ZOPA ..................................................................................................................... 4
V. Mediation ........................................................................................................................................ 5
VI. Conclusion.................................................................................................................................. 6
VII. Bibliography ............................................................................................................................... 7
I. Introduction
On May 29, 2018, a motorist launched an online petition calling for lower fuel prices.
The petition was signed by over 1 million people and calls for a nationwide blockade followed
on the networks. Finally, on November 17, 2018, in every major city in France, people dressed
in yellow vests demonstrated by illegally blocking roundabouts or roads. The yellow vest
quickly became the symbol of this movement, illustrating unity, visibility and accessibility to
all, while being closely associated with cars.
As the months went by, the protests intensified, attracting more and more participants,
but also some thugs. The initial demands for higher fuel prices for 2019 remain at the forefront,
but new concerns are emerging, such as the lack of housing, the difficulties of pensioners, the
high prices of everyday life, a “smic” too low, wealth tax reform and the demand for
proportional legislative elections for fairer representation. A major criticism is directed at the
government, particularly Emmanuel Macron, accused of favoring the rich and imposing
excessive taxes on the poorer classes. Faced with this growing anger, negotiations began
between the government and representatives of the Gilets Jaunes.
II. Communication
The "yellow vests" movement, originally against the rise in fuel prices and the lack of
purchasing power, demonstrates a deep social discontent, which has lasted several months and
generated numerous costs for the state and negotiations with the unions. But how has Emmanuel
macron managed this crisis and what management style has he adopted?
At the start of the crisis, he adopted a more competitive management style, ignoring the
comments made on social networks and the few demonstrations and justifying, in particular,
the pension reforms or the increase in the price of oil linked to inflation. Having on several
occasions been condescending to certain French people during his travels, particularly when he
told a young person that all he had to do to get a job was cross the road, we can see that his
communication is not collaborative.
But on 17 November, the placards of the 283,000 demonstrators who gathered in 2,000
locations across the country read "Jupiter, come back down to earth", "Macron resign" and "Out
with Macron". Following the violence in the streets and the large gatherings, he completely
changed his communication style and management strategy, telling students that "dialogue" and
"explanation" were the only way to put an end to the demonstrations and blockades. This shows
that he is opening the door to potential collaboration between the two parties.
While the two parties failed to reach an agreement and the demonstrations continued
throughout France, the 10 December President Macron addressed the French people directly
for the first time in an address that was watched by 23 million people. After using the third
style, that of avoidance, he made concessions on his programme and used another style of
management in this style, that of compromise, the person asserted himself and cooperated, but
to different degrees.
He then declared a state of economic and social emergency, and announced a number
of measures: a €100 monthly increase in the income of minimum wage earners, cancellation of
the rise in the CSG for pensioners earning less than €2,000, and tax exemption for overtime.
He also called on companies to pay their employees an exceptional end-of-year bonus, which
would be tax-free for employees earning less than €3,600 a month.
After calming the protests, despite a few yellow waistcoats remaining in the streets,
Emmanuel Macron succeeded in getting everyone on his side.
On 13 January, Emmanuel Macron posted on Twitter his letter to the French promised
in his 31 December greetings, setting out the conditions for the Grand Debate. The President
announced that he would "report directly" on this consultation, within a month of its end,
scheduled for 15 March. He proposes to answer a series of 35 questions. He also drew some
red lines, such as the return of the wealth tax, but opened the door to major reforms such as the
citizens' initiative referendum.
By listening to the French he uses a style of participative managment, which allows to
calm the trention and to lead the negotiations has well to have a return to calm by playing on
the emotioned.
Finally, Macron’s most important aspiration point included social cohesion. He wanted
to restore peace in the country and limit the riots. As the opposite created fear for the French
population, it was important for him to limit the damage. His goal was to maintain stability in
the country.
As one would imagine, there were many concessions between both parties to find
common ground. It seemed impossible for one party to obtain their aspiration points as the
end of the negotiation.
V. Mediation
Mediation is a collaborative process that wants to facilitate communication, identify the
interests of each parties, explore options and find mutually acceptable solutions. Unlike
arbitration which imposes a binding decision, mediation consist of empowering both parties to
actively participate in finding a solution. Mediators does not involve in the negociation process,
their only role is to ensure that the environnement between the two parties are good and to
intervene when dialogues are not flourishing. Now let’s focus on the role of meditation in the
yellow vest movement in France.
It is important to mention that the mediators during the conflicts were news media such
as C-News, France 24 and community leaders and activists that played a major in resolving the
yellow vest protest:
VI. Conclusion
In the end, resolving this complex conflict required a combination of different methods.
As we have seen, communication played a central role in the negotiation process. At the start
of the movement, President Macron adopted a more competitive communication style, but faced
with the scale of the protests and popular pressure, he changed strategy, opting for a more open
and collaborative communication, recognizing the need for dialogue to resolve tensions.
Defining BATNA and the aspiration points for each side was crucial. The Gilets Jaunes had
made it clear that the blockade would continue until their demands were met, while for President
Macron, maintaining the credibility of his program and authority was essential. This led to the
search for a zone of possible agreement, ZOPA. Macron had to use a variety of crisis
management methods to calm tensions and reach agreement. He moved from a competitive
style to a more collaborative and compromising one. Macron felt he had to demonstrate his
willingness to listen and take action.
In conclusion, in such a complex and important context, it is essential to recognize the
importance of using different methods and involving different people to reach a negotiation.
VII. Bibliography
Toute l'histoire du mouvement des Gilets jaunes (youtube.com)
Les revendications des "gilets jaunes" (youtube.com)
«Gilets jaunes» : Emmanuel Macron, cible et symbole de la colère. (2018, novembre 17). Le
Figaro. https://www.lefigaro.fr/politique/2018/11/17/01002-20181117ARTFIG00125-
gilets-jaunes-emmanuel-macron-cible-et-symbole-de-la-colere.php
Macron a-t-il accordé aux «gilets jaunes» ce qu’ils demandaient? (2019, avril 26). Le Figaro.
https://www.lefigaro.fr/economie/le-scan-eco/macron-a-t-il-accorde-aux-gilets-jaunes-
ce-qu-ils-demandaient-20190426
Macron a-t-il répondu aux revendications des gilets jaunes? (s. d.). BFMTV. Consulté 6 avril
2024, à l’adresse https://www.bfmtv.com/politique/macron-a-t-il-repondu-aux-
revendications-des-gilets-jaunes_AN-201904260065.html
« Gilets jaunes » contre Emmanuel Macron : Aux racines de l’incommunication. (2018, décembre
3). La Tribune. https://www.latribune.fr/opinions/tribunes/gilets-jaunes-contre-emmanuel-
macron-aux-racines-de-l-incommunication-799671.html
La liste des revendications des gilets jaunes. (2019, février 28). CNEWS.
https://www.cnews.fr/france/2019-02-28/la-liste-des-revendications-des-gilets-jaunes-801586
Macron a-t-il accordé aux «gilets jaunes» ce qu’ils demandaient? (2019, avril 26). Le Figaro.
https://www.lefigaro.fr/economie/le-scan-eco/macron-a-t-il-accorde-aux-gilets-jaunes-ce-qu-
ils-demandaient-20190426
Macron a-t-il répondu aux revendications des gilets jaunes? (s. d.). BFMTV. Consulté 4 avril 2024,
à l’adresse https://www.bfmtv.com/politique/macron-a-t-il-repondu-aux-revendications-des-
gilets-jaunes_AN-201904260065.html
Mouvement des Gilets jaunes. (2024). In Wikipédia.
https://fr.wikipedia.org/w/index.php?title=Mouvement_des_Gilets_jaunes&oldid=213298826
Conflict management styles—ADVANCED TOPICS IN NEGOTIATIONS | Rise 360. (n.d.). Retrieved
April 7, 2024, from
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Della Sudda, M., & Reungoat, E. (2022). Understanding the French Yellow Vests movement through
the lens of mixed methods: A French touch in social movement studies? French Politics, 20(3), 303–
317. https://doi.org/10.1057/s41253-022-00188-8
Macron et les “gilets jaunes”: Cinq mois de gestion de crise chaotique. (2019, April 15). France
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gestion-de-crise-chaotique-4503683
The ‘yellow vest’ movement explained. (n.d.). Al Jazeera. Retrieved April 7, 2024, from
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