“The more, the merrier” or “less is more”? How the number of issues addressed in B2B sales negotiations affects dyadic and seller economic outcomes

With a mixed-methods approach, this study analyzes how varying the number of issues in business-to-business (B2B) sales negotiations affects negotiation processes and outcomes. A qualitative interview study with B2B negotiators (N = 46) reveals that more issues increase complexity but offer more possibilities for concessions. Sellers see benefits in increasing the number of issues addressed, whereas buyers are ambiguous about whether negotiating...