Reaching agreement in contract negotiations isn’t always easy, particularly when both parties are under pressure from their constituencies to secure the maximum benefit for their side. It’s similar to trying to divide a pie and making sure that one side gets the largest share.
But what if both sides worked to make a bigger pie, or create more pies? It may not fill everyone’s belly in the short term, but it sure would ensure that there is plenty of pie to divide in the future.
That’s where the concept of “Integrative Bargaining” comes in.
Integrative bargaining (also called “interest-based bargaining” or “win-win bargaining”) is a negotiation strategy in which parties collaborate to find a “win-win” solution to their dispute.
Brad Spangler’s article, “Integrative or Interest-Based Bargaining,”[1] defines its benefit:
Integrative bargaining is important because it usually produces more satisfactory outcomes for the parties involved than does positional bargaining. Positional bargaining is based on fixed, opposing viewpoints (positions) and tends to result in compromise or no agreement at all. Oftentimes, compromises do not efficiently satisfy the true interests of the disputants. Instead, compromises simply split the difference between the two positions, giving each side half of what they want. Creative, integrative solutions, on the other hand, can potentially give everyone all of what they want.
Positional bargaining basically is the process of trying to drag the other party over to your side, or at least as far as one can get.
According to Spangler, solutions achieved through Integrative Bargaining are generally more gratifying for all involved in negotiation, as the true needs and concerns of both sides will be met to some degree. The collaborative process of this type of negotiation results in the parties actually helping each other.
The current negotiations between UA 290 and PMCA have a real potential for developing mutually beneficial solutions.
“We need to build an agreement that helps us create or keep jobs, and to build or maintain market share” explained Mason Evans, president of JH Kelly. “This really is the heart of “interest-based bargaining” because it benefits both parties. We need to find a way to create joint value or enlarge the pie.”
Identifying interests
The first step in integrative bargaining is identifying each side’s interests. Each side needs to understand the other’s feelings and the motivation behind their demands. Each side works to get to the bottom of the other side’s needs, hopes, fears, or desires.
The most powerful interests are basic human needs: Security, economic well being, a sense of belonging, recognition, and control over one’s life. If you can take care of the basic needs of both sides, then agreement will be easier
Next, each side has to analyze how the other side perceives the other’s demands.
Spangler states:
You must also analyze the potential consequences of an agreement you are advocating, as the other side would see them, Spangler writes. This is essentially the process of weighing pros and cons, but you attempt to do it from the perspective of the other side. Carrying out an empathetic analysis will help you understand your adversary’s interests. Then you will be better equipped to negotiate an agreement that will be acceptable to both of you.
“If we just negotiate based on trying to get one side to come over to the other’s proposal, it’s just not going to help any of us prosper for near or long term,” said Evans. “It doesn’t do any good to ‘win’ if you’re going to end up burning down the house in the process.”
Distributing the pie
Integrative bargaining is a good way to make the pie (joint value) as large as it possibly can be, but ultimately the parties distribute the value that was created through negotiation.
The idea behind integrative bargaining is that dividing the pie will not be difficult once the parties reach that stage. This is because the interest-based approach helps create a cooperative working relationship.
But long before that pie is divided, UA 290 and PMCA are going to have to strip away the tendency toward using positional bargaining and work toward mutually beneficial solutions.
“We have real, serious issues about being competitive in the marketplace, and we’re going to have to work together to address them,” Evans said. “Otherwise, as we continue to price ourselves out of the market, our opportunities for employment will further disappear, pure and simple.”
[1] Spangler, Brad. “Integrative or Interest-Based Bargaining.” Beyond Intractability. Eds. Guy Burgess and Heidi Burgess. Conflict Research Consortium, University of Colorado, Boulder. Posted: June 2003 .