The big spaces in sales negotiation research

Abstract We identify three key priorities for needed work on sales negotiations, based on current marketplace conditions and gaps in the literature. We call these priorities ‘big spaces’: blank or unoccupied portions or areas. Big space #1 considers who the negotiators might be, whether they are consumers or firms. While much research has considered the characteristics and motivation of individual negotiators, much less investigates the negotiating dyad as a mix of firms and individuals, or between two individuals. Big space #2 recognizes the need for more understanding of negotiations that occur in digital contexts. The pandemic has clearly accelerated movement to these spaces and illuminated many intriguing opportunities. Finally, Big space #3 considers relational phenomena that can arise between negotiators, even in brief, one-time encounters. We also suggest novel directions for negotiations that occur over time.