B2B negotiation tactics in creative sectors

Aldis Gudny Sigurdardottir*, Anna Ujwary-Gil, Marina Candi

*Corresponding author for this work

    Research output: Contribution to journalArticleAcademicpeer-review

    7 Citations (Scopus)


    Purpose: The purpose of this study is to examine the negotiation tactics used in business-to-business (B2B) negotiations in creative sectors and to shed light on some of the characteristics of creative sectors that might drive these behaviors.

    Design/methodology/approach: This is a multiple-case study involving interviews with 18 creative sector negotiators engaged in B2B negotiations. Findings: The findings suggest that negotiators in B2B firms in creative sectors use a variety of negotiation tactics to reach agreement, but that there are some differences compared with other sectors. One group of tactics, not represented in existing taxonomies, is identified and termed closure-seeking tactics, referring to tactics intended to speed up the negotiation process and reach agreement as quickly as possible. The reasons for creative sector negotiators’ choice of closure-seeking tactics might stem from their desire to expedite the start of new projects to enable them to fulfill their creative drive.

    Research limitations/implications: In addition to the identification of group of tactics observed in creative sectors, but not anticipated by existing research, the findings indicate that negotiators in creative sectors seem to lack interest in, and expertise for, negotiating and might be driven more by the desire to get on with the creative process than by concerns over monetary gains when negotiating. This could reflect unique characteristics of creative sectors and the people who work in these sectors.

    Practical implications: This work offers new insights and understanding about tactics used in B2B negotiations in creative sectors. These findings have important implications for both practitioners in creative sectors, who might be too eager to reach closure quickly, and practitioners negotiating with firms in creative sectors, who need to understand the unique characteristics of these firms.

    Originality/value: The originality of this work lies in its consideration of tactics used in B2B negotiations in the under-studied context of creative sectors and investigation of the reasons that drive the choice of tactics.

    Original languageEnglish
    Pages (from-to)429-441
    Number of pages13
    JournalJournal of Business and Industrial Marketing
    Issue number4
    Publication statusPublished - 8 May 2018


    • UT-Hybrid-D
    • Case studies
    • Creative sectors
    • Negotiation tactics
    • Taxonomies
    • Business-to-business
    • n/a OA procedure


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