Emotions in negotiations : implications from pharma key account management activities towards German Statutory Health Insurances

Titelangaben

Kaiser, Matthias ; Stieler, Maximilian:
Emotions in negotiations : implications from pharma key account management activities towards German Statutory Health Insurances.
2016
Veranstaltung: EuHEA Conference , 13.-16. Juli 2016 , Hamburg.
(Veranstaltungsbeitrag: Kongress/Konferenz/Symposium/Tagung , Poster )

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Abstract

- This research work aims to illustrate, how emotions might influence bilateral negotiations in the health care sector, e.g. the selective contract negotiations between National Pharma Key Account Management (PKAM) and German Statutory Health Insurances (SHI). - Business situations are highly social in nature and emotions play a major role in the way the individuals communicate (Hatfield et al. 1994, Parkinson 1996). - Research on emotions in negotiations has particularly stressed the importance of cooperative negotiation strategies (Forgas 1998) and a pleasant atmosphere during the negotiation episode (Barry et al. 2004). - They manifest itself in the pharmaceutical industry in Key Account Management (KAM) activities for institutional clients in the so-called pharma-health insurance-dialogue (Germany)