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本文主要从Claiming Value分析，由指导英国留学生论文中心策划组提供。是英文语种、Customer relationship management研究方向、不需要数据处理的本科课程论文 BA Assignment，不需要盲审（博士或硕士生有这个需要），如有需求请联系本站论文购买中心或者提交相关文章的指导需求
Claiming Value
Tile YeAR 1911 is a good starling poiat for our exploration of tactics
primarily intended to claim value. Teddy Roosevelt was nearing the
cnd of a bard-fought and vcry close elecllon campaign. Critical lo his
success was a final whistle-stop journey through tlre heartland of
America. At each stop, Rooscvelt planned to inspire the citizens with
oratory, and leave each with a small pamphlet, three million of which
had been printed. On the cover was a stern "Presidential" portrait;
inisde was a stirring speech, "Confession of Faith." With luck, these
would clinch tllc crucial votcs. The final push was about to start
wlien a campaign worker discovered a small line on each plotograph
that read "Moffctt Studios-Clicago," Since Moffelt held the copy-
right, unauthorized use of each photo could cost the campaign a dol-
lar. The thrcc nlillion dollar price for distributilg all the pamplllets
greatly cxcecilcd thcir rcsourccs. Tlc campaign workers wcrc in a
. tizzy. What to do?
Nol using the parnplilels would badly damage rcclcction pros-
pects, Ycl if thcy wcnt ahcad without Moffelt's aulhoriznlion and
were found out, they'd bc brandcd lawbreakers and would be liable
Tor an unaffordablehttp://www.ukassignment.org/scyxgl/2012/0605/19587.html amount. Quickly, the campais11 workers reached
a consensus: tllcy wollld Iiavc to ncyotiittc wit11 Mol'l'cti. It is not bard
for us to inagine their qucasy fcclig
as tllcy cried to plot stralcgy. It
nust lnvc scctcd
a Iopelcssly wcak position: appronclig
a small
pllotograollic sttdio, ill all obvious Iurry, pampllcts alrcndy packed
in railroitd cars, a potential tlrec rnillio
dollar pricc tag, a d
no-
wllcrc llcnr tlat an1011nt in IIC
till.
Dispirited, tley appronclled Gcorgc Pcrkins, lolcd financier and
canaign
Inallagcr. l'crkins lost no time summoiing Iiis stcnogra-
pllcr to dispatcll tlre following cable: "Wc are planning to distribute
nialty pamplilets with Roosevcll's picture on the covcr. It will be great
publicity for the studio whose pliotograph we use. How lnuch will
you pay us lo use yours? Rcspond imtnediately." Slortly, be rcceived
tlis rcply: "We've never done tllis bcforc, but under the circum-
stances, wc'd be plcased to offer you $250." Rcportcdly, I'crkins ac-
ccpcd willort
askig
for 111orc.1
'I'lis story suggests a nullbcr of tllings about claillitlg value.
First, ninny people readily nsstllnc that tlc bargaining range runs
fro111 the canlpaign paying notling all thc way up to tlrcc lrlillion
dollars, or at least its tolal rcscrves. 'l'lnl tlc rangc colld also include
Mofjerl's paying anytling rarcly occurs to pcoplc. 'l'lis excnplifies
Iow
incorrect asstiplins
oftcn fcncc 11s ill.
Sccold, Illis episode underlines t l c crucinl rolc of ilfornation
about cilcl sidc's percepfiotrs of its own and otllcrs' alternatives lo
agreenicllt. I f no agrecnlcllt cotld be reached wit11 Moffctl, tlie
canpaign in fact would be in at awful bind-yet
Perkins worded the
cnblc carefully to suggest no problcls
if there were no deal, that they
tvoultl ncrcly use another l)loto. Perkins's onissions and suggestions
naskctl AloJSett's likcly altcriatives to agrecliclll as wcllb and .
scencd to give them little t i r c
to find out. The studio was left with
tllc inprcssion that witllout a dcnl, life as usual would continue-not
the fact tllat, if thc canpaign went allcad and uscd tllc already
printed plotos, Moffett could win a huge settlertent it1 court. Mof-
fctt's owarcncss of citllcr altcrativc
to agrcelnelil could lavc dranial-
ically inprovcd tlcir positio
ill tlciililg wit11 tl
c;llopaigr.
I;i;llly, tlis accdotc
lcnvcs us wit11 11 fcclil:
ol'tct cxlcricccd
wllcn claiting
tactics arc used ill bargninig:
ctliical ullccrtainly.
I$cyond tlcsc particular obscrvotions a b o t
tactics to claim value,
this chal)ler cxailics
gclcrnl cliisscs of stlcll IIIOVCS.
At tilc c d
of llle
disctssio,
wc try to cviluatc sonc ol' l l c
ctlical isscs
raiscd.
No-agreemalt alternatives set t l c lowcr linlits on acceptable agree-
ments. Key tactics for claiming valuc arc intcndcd to shape petccp-,
lions of these limits.
Sucl tactics arc most clearly illustrated in ratllcr sinlple, "distrib-
utive" bargains. A bargain is called distributive wlen nlorc for one
lneans less for the other, when no joint gains beyond sinplc agrec-
nlent exist. The vatue that a ncgotiator would receivc front his no-
rgrceincnt alternatives is called his reservariott valrte. As Claptcr
Three discussed, a tegotiator should not accept any agrcenlent worth
less than tlis reservation valuc. After isolatitg the essence of claim-
ing tactics in dislributivc bargains, wc slow how they h c t i o n
in
bargains whcrc joint gains arc possible.
SHAPING PERCDPTlONS OF ALTDRNKrIVES
IN DISTHIUUTIVE UAHGAINS
A negotiator typically does not know his coulcrparl's
rescrva-
lion val11e.2 For exanplc, tlc Iigll-tech fir111 preparing an ofl'cr to
buy an industriul buildirg wlose askiug price is $600,000 may o l y
know that another group is interested, bat 11ot that the otlcr grotlp
offered only $320,000. Tllc Iligll-tech firm is plnnning to collvcrt it to
office space, but ubeknownst
to tlnt firnl's pcrsorel,
tlc otlcr
group plans to use il for nonprofit purposes. At llle satne timc, the
building's owncr nlay know Illat tllc fir111 is considering arotllcr site
but not how it ratcs l l c
olllcr building; ill fact, it IIlilY bc willing to
pay up to $550,000 for llis building.
The bargaining range or set runs from the scllcr'e reservation
value lo the buycr'sl (llerc, fro111 $320,000 to $550,000, as dcliictcd ill
Figure 6.la). Of course, each icgolialor is uncerlai
about the 0111-
er's end of IIIC
rnrgc.
To c l i i t
valuc in a distrihtivc
baryitit, cacl sitlc trics to affect
Ihc otlcr's )crccl)lios
ol' IIIC
b:lrgnililg
rilllgc i111tl w l
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