(Re)negotiation strategies and alliances in the healthcare sector. A mixed-method study examining external and internal factors to determine the negotiation strategy used within healthcare alliances.
This research examines external and internal factors that determine the negotiation strategies used within a healthcare alliance between hospitals and insurance companies. Six different factors are discussed, namely competition, environmental turbulence, control, trust, gender, and study. Furthermore, the influence these factors have upon the preference for cooperative or competitive negotiation strategies is examined by using a scenario-based experiment that is conducted among Business Administration and medical students. The results of this experiment are verified via interviews by several alliance managers. The experiment made clear that high competition, high environmental turbulence, and high trust will lead to preferring competitive strategies in negotiating with insurance companies. Furthermore, low trust will lead to preferring cooperative strategies in negotiating. Control, gender, and study do not determine a clear preference for a category of strategies in negotiating. The interviews complement this and lay emphasis on collaboration in the long-term and relationship management between the two partners. This study contributes to the limited literature considering (re)negotiations in healthcare alliances and helps managers in creating awareness in the use of the right negotiation strategy in the right context. This study, therefore, offers a contextual view upon negotiation in alliances and discusses the implications coming from external and internal factors surrounding the alliance.
Faculteit der Managementwetenschappen