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Linda L. Putnam & Majia Holmer

In: Communication and Negotiation

Chapter 6: Framing, Reframing, and Issue Development

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Framing, Reframing, and Issue Development
Framing, reframing, and issue development
LindaL.Putnam and MajiaHolmer

A MAJOR CONCERN in negotiation is how to reach a settlement in which both parties share joint gains. Both popular and academic texts spend considerable effort prescribing effective ways to reach joint agreements (Fisher & Ury, 1981; Jandt, 1985; Lewicki & Litterer, 1985). These recommendations include concentrating on interests rather than positions (Fisher & Ury, 1981), engaging in problem solving (Lewicki & Litterer, 1985), avoiding conflict escalation (Pruitt & Rubin, 1986), and building trust and motivation to work together (Lewicki & Litterer, 1985). One of the first advocates of joint agreements. Mary Parker Follett (1942), claims that integration brings differences into the open and leads to a process of revaluation in which both parties ...

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