How to negotiate with dominant suppliers? A game-theory perspective from the industry

• Mediavilla Guisasola, Miguel ^[3] ; Mendibil, Kepa ^[1] ; Rivera, Olga ^[2]
  1. [1] University of Stirling

     University of Stirling

     Reino Unido

     
  2. [2] Universidad de Deusto

     Universidad de Deusto

     Bilbao, España

     
  3. [3] Deusto Business School University of Deusto San Sebastian Department of Mechanics and Industrial Production University of Mondragon Mondragon

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• Localización: Dirección y organización: Revista de dirección, organización y administración de empresas, ISSN 1132-175X, Nº. 67, 2019, págs. 37-45
• Idioma: inglés
• DOI: 10.37610/dyo.v0i67.542
• Títulos paralelos:
  • ¿Cómo negociar con proveedores dominantes? Un enfoque basado en teoría de juegos y aplicado en la industria
• Enlaces
  • Texto Completo Ejemplar
• Resumen
  • español

    La negociación con proveedores dominantes suelen conducir a situaciones de dependencia, donde el comprador se ve forzado a aceptar las condiciones dadas. Esto, que es común en la práctica industrial, requiere de nuevos enfoques que ayuden a maximizar la competencia. Específicamente, este artículo utiliza conceptos de la teoría de juegos en una selección de proveedores dentro del sector de la ingeniería de grúas de puertos marítimos. Nuestra investigación muestra que la literatura existente en la teoría de juegos aplicada a estos ámbitos es mayormente descriptiva, centrada en subastas y limitada en el diseño, aplicación e impacto en casos reales. Por ello, se presenta uno de los primeros casos de estudio que aplica los árboles del juego y la inducción hacia atrás (herramientas de la teoría de juegos) para el diseño y ejecución de una negociación real, incluyendo el cómo y porqué de las decisiones. Los resultados muestran que aplicar teoría de juegos incrementa las posibilidades de tener mejores resultados en negociaciones, al predecir los resultados y prescribir qué juego se debería diseñar para incrementar la competencia entre proveedores.Palabras clave: Compras; Teoría de juegos; negociación; selección de proveedores

  • English

    The negotiation with dominant suppliers usually drives to locked-in situation in which buyers have no choice but to accept the given conditions. Commonly found in the industry, there is a need to provide new insights to practitioners to leverage competition. Specifically, researchers apply and test concepts from Game-Theory in a real supplier selection process in the port cranes industry. Our research shows that existing literature in Game-Theory is mostly descriptive, very focused on auctions and has still limitations regarding the design, application and impact of these supplier selection concepts. Therefore, it is presented one of the first field studies presenting the application of game-trees and backward induction (tools from Game-Theory) for the design and execution of a real bargaining, including the hows and whys of our decisions. The results suggest that using Game-Theory can enhance the chance to have better negotiation outcomes by predicting the possible outcomes and prescribing the best fitting game to be design in order to increase competition among suppliers.Keywords: Purchasing; Game-theory; negotiation; supplier selection

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