One major way that context affects negotiation is that people are in relationships that have a past, present and future. Existing relationships can shape negotiations in a positive or negative way. Many negotiations concern how we work and live together over time and how to coordinate action and share responsibilities or how to manage problems that have arisen in the relationship.
A relationship is the meaning assigned by two or more individual to their connectedness or coexistence.
There are three important rules for negotiating in a relationship: Don’t rush prenegotiation, recognize a long-term business deal as a continuing negotiation and consider mediation or conciliation.
Reputation, trust and justice are three elements that become more critical and pronounced when they occur within a relationship negotiations.
Within relationships we see parties shift their focus considerably moving away from a sole focus on price and exchange to also attend to the future of the relationship. By doing this the trust between party’s increases and they build strong positive reputations.