Assessing the Predictive Accuracy of Two Utility-Based Theories in a Marketing Channel Negotiation Context
Open Access
- 1 May 1986
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 23 (2) , 101-110
- https://doi.org/10.1177/002224378602300202
Abstract
The results of the study show the robustness of two utility-based negotiation theories—group decision theory and Nash's bargaining solution—in accurately predicting outcomes of a marketing channel laboratory simulation in which power and information conditions were varied. Both theories significantly outperformed the predictions of a random model. Nash's theory performed better than group decision theory.Keywords
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