Goal-oriented balancing: happy–happy negotiations beyond win–win situations

Purpose This paper aims to suggest a dynamic model incorporating the important dimensions that exist in negotiation processes. Design/methodology/approach To produce a general and conceptual theory of negotiation, the grounded theory methodology is deployed. Findings The core process in this model is dubbed “goal-oriented balancing” and describes how he negotiator is continuously balancing opposing, and seemingly contrasting, forces in a situation specific and dynamic manner to reach agreements. Based on these findings, this study also suggests a concept to describe negotiations that is focused on collaboration and that is not an oxymoron as is the concept of “win–win”. Practical implications This conceptual model can be used by managers and practitioners to navigate in a negotiation process. Originality/value This is the first grounded theory study in negotiation research and attempt to describe negotiation processes as dynamic events in which different dimensions are managed simultaneously.