Abstract
The definition of negotiation has already been broadly examined in literature and varies from one author to another. However, there does not exist a complete conceptualization, which would grasp all the essential constituents of negotiation. This article aims to fill this niche by revisiting the concept of negotiation and broadening it by the elusive element that, if not properly addressed, too often causes negotiations to fail: the ego factor.Consequently, this paper introduces the novel concept of egotiation. The new conceptual framework provides a straightforward and user-friendly reference that can be used when preparing for a negotiation or at any time during a negotiation to help better understand all the dynamics behind the negotiation process.Furthermore, this article unravels what negotiation really is based on the responses collected from a multicultural audience, and shows how these results align with the novel concept of negotiation.
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