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.