Dipl.-Oec. Katrin Zulauf

Increasing attention in channel management is devoted to the power shift in the supply chains. Several studies focus on the reasons for the power shift rather than highlighting the consequences for the manufacturer- retailer relationship. A mutual benefit will be achieved by implementing formal procedures in real-life negotiations to improve the results. Our study relies on a modified Issue Authority procedure. Previous empirical studies report women as being less effective negotiators than men. We combine both research fields and analyze how to overcome obstacles if negotiators stick strictly to their utility-based procedures. In our experiment with 72 negotiators, we consider the influence of gender in the light of bargaining power and assess efficiency achieved by utilizing the modified Issue Authority procedure. Differences in power allocation turn out to have a significant impact on negotiation success. In scenarios with substantial differences in bargaining power, particularly female and mixed dyads failed to achieve a mutually satisfactory result. We learn that female negotiators rely on their bargaining power, rather than systematically improving mutual utilities whereas male dyads negotiate on a consistently high, but still inefficient level. In the light of these differences, we argue that bargaining power does not compensate for insufficient negotiation skills or efforts. On the contrary, unbalanced bargaining power decreases the likelihood of success.