Transcript Can Electronic Communication Technology improve collaboration in

Can Electronic Communication
Technology Improve The
Outcome Of Negotiation?
Anna S.
Emmanuel E.
Georgie B.
• “Technologies…are playing an increasingly
important role in decision making by
facilitating communication, collaboration,
and coordination among workers at a
single as well as dispersed locations”
(Shirani et al. 1999).
Definitions
• Negotiation- “joint decisions by parties
with different preferences” (Bazerman,
2002)
• Collaboration- “the interaction among a
number of people to achieve a single goal
or set of goals” (Collins dictionary)
Communication
“Communication involves the use of symbols”
(Gudykunst & Kim 1984)
• Symbols NOT limited to words.
• 60% of communication nonverbal
2-levels of interpretation: content & context
(Watzlawick, Beavin and Jackson 1967)
Influences on effective communication:
-Feedback
-Multiple cues
(Valacich & Schwenk 1995)
Mediums of communication
FACE-TO-FACE
SYNCHRONOUS
COMPUTER
CONFERENCING
(instant messenger)
EMAIL
• Synchronous
communication
• Physical presence
• Abundant verbal
• Abundant Nonverbal social cues
• Synchronous
communication
• Lack of physical
presence
• Diminished nonverbal
social cues
• Lack of verbal social cues
• Asynchronous
communication
• Lack of physical
presence
• Minimal non-verbal
social cues
• Lack of verbal
social cues
Tan, Bretherton,
Kennedy (2004)
Face-2-face vs. Electronic
• Immediate two way flow of information
• Access to non verbal cues = less potential for
misunderstandings
• Personal contact = TRUST
• Anonymity = Extreme – Unconventional – Risky decisions
• (Kiesler & Sproull, 1992)
• More delays
• Satisfaction
Face-2-face vs. Electronic…
continued
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Cross-border communication
Anonymity
History of offer exchanges
Time
Eliminate -ve affective cues (Carmel et al. 1993)
Supportive software
Case Study
• Tan, Bretherton & Kennedy (2004)
The University of Melbourne & International Conflict
Resolution Centre
• Mediums of communication:
– Synchronous computer conferencing
– E-mail
– Face-to-face
Case Study
• Study examined successful negotiation outcome
2 Styles:
-Integrative: collaborative and multilateral
-Distributive: competitive and unilateral
• Hypothesis: Face-to-face highest integrative results and e-mail
lowest integrative results
• Method:
-Role play negotiation (N=98)
-Three groups & different time frames
Results
70
60
50
40
Distributive
Integrative
Undecided/Other
30
20
10
0
Face-toFace
SCC
E-mail
Tan, Bretherton, Kennedy (2004)
Conclusion
• Case study suggests that the negative effects
of e-negotiation are overestimated
• Richness of medium is reduced with enegotiations
• Limitations
The Future…
• Further developments in video-conferencing,
multiple mediums, supportive software
• Context specific medium of communication
• Reducing the digital divide – access for all
• “As organisations respond to the globalisation
of markets by expanding around the world,
face-to-face communications will have to give
way to technology mediated communications.”
(Moore et al, 1999)
References
• Bazerman, M.H. (2002). Judgement in Managerial decision Making (5th edition).
Chichester, John Wiley & Sons.
• Carmel, E, Herniter, B.C. & Nunamaker, J.F. (1993) Labour-Management
Contract Negotiations in an electronic meeting room: A case study, Group
Decision and Negotiation, Vol. 2, pp. 27-60.
• Gudykunst, W.B. & Kim, Y.Y. (1984) Communicating with Strangers. An approach
to intercultural communication, New York, Random House.
• Kiesler, S & Sproull, L. (1992) Group Decision Making and Communication
Technology, Organizational Behaviour and Human Decision Processes, Vol. 52, pp.
96-123.
• Moore, D.A., Kurtzberg, T.R., & Thompson, L.L. (1999). Long and Short
Routes to success in electronically negotiations: group affiliations and good
vibrations. Organisational Behaviour and Human Decision Processes, Vol. 77, No. 1,
January, pp. 22-43.
• Shirani, A.I., Tafti, M.H.A., & Affisco, J.F.(1999) Task and technology fit: a
comparison of two technologies for synchronous and asynchronous group
communication. Information & Management, Vol. 36, January, pp. 139-150.
• Tan, J., Bretherton, D., & Kennedy, G. (2004). Negotiating Online.
http://www.odr.info/unforum2004/tan.htm
• Valacich, J.S. & Schwenk, C. (1995) Devil’s Advocacy and Dialectical Inquiry
Effects on Face-to-Face and Computer-Mediated Group Decision Making.
Organizational Behavior and Human Decision Processes, Vol. 63, No. 2, August, pp.
158-173.
• Watzlawick, P., Beavin, J. and Jackson, D. (1967) The Pragmatics of Human
Communication, New York, Norton.