TOWARD A SYNCRETIC RELATIONAL BRIDGE IN NEGOTIATION: SELLER'S ROLE IN DRIVING BUYER'S VALUE PROPOSITION

Abstract

ABSTRACT The transactional and relational exchange paradigms in b2b marketing practice constitute a critical component of systemic functionality. Therein, buyer-seller relationship development transitioning through the priorities and prerogatives of trading partners along the channel echelons sets the focus of this research. Recognizing the elements driving attitude and behavior of buyers and sellers in negotiation dynamics, this paper draws on key process parameters to explicate sellers' perspectives of trust, commitment, and role integrity norms that buyers give significant credence to for negotiation efficacy. It purports seller's express initiatives manifesting syncretic relational schema in influencing buyer's proposition of value and oneness in relationship transition. Future research proposes to extend dyadic relational bonds toward integrative synergistic omnilateral partnership dimensions evolving holistic modeling of syncretic total value orientation. Keywords Negotiation, Buyer, Seller, Exchange, Transaction, Trust, Commitment, Syncretic Relationship