BATNA and Negotiation BATNA History: Capstone Project

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However, as Fisher, Ury and Patton (1991) note, what often matters most in a negotiation is the perceptions of the parties involved in the negotiation. These perceptions can undermine the negotiation process through reactive devaluation. Reactive devaluation occurs when one party subconsciously devalues negotiations being made by the other party, assuming that the concession really won't benefit them, otherwise the other party wouldn't have made it. To avoid this, the authors encourage negotiators to evaluate concessions objectively by their merits, not in response to the negotiator's own fears.

The BATNA Process:

The BATNA process is a two-step process. The first step is for the party to determine all possible options that are available to fulfill their needs, for the particular situation.

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The second step is to realistically anticipate the other party's alternatives to the situation. Both steps are equally important. Only in this way will the party be able to determine the strength of their best alternative, in relation to the other party's alternative ("BATNA -- Best," 2010).

The prenegotiation analysis and diagnosis is once of the most often overlooked parts of negotiation, according to Zartman (2008); however, it is also the most crucial to the success of the negotiation. This prenegotiation work is necessary for the negotiation process to be effective and efficient. For the parties involved, it can help them predetermine their power in the negotiation (Buelens & Poucke. 2004)......

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