Value Claiming and Value Creation

The text discusses two types of negotiation.  Distributive (also known as zero sum, win-lose, fixed sum or competitive) and integrative (also known as non-zero sum, win-win, or mutual gains).  It helps to think of these types as two opposite ends on a continuum.  Each type of negotiation has characteristics associated with it as shown below:

Distributive		Integrative
Value Claiming Competitive Hide Information Win-Lose		Value Creation Cooperation Share Information Win-Win

In reality, many negotiations contain both distributive and integrative characteristics. For example, although we desire a win-win situation in business negotiations, many are complex, and the “sub negotiations” (negotiations occurring within a bigger negotiation) may contain elements of value claiming.

As you progress through the course you must learn to distinguish between the two main types; recognize when to use tactics of each; and be comfortable in employing the tactics associated with each.