The big bang: The evolution of negotiation research

The article presents a commentary on the book "Getting to Yes: Negotiating Agreement Without Giving In," by Roger Fisher and William Ury. The authors note that the book outlined three landmark events in the scholarly study of negotiation. They are relationships, emotions, and subjective perceptions. The authors discuss the principle outlined in the book known as the "Best Alternative to a Negotiated Agreement" (BATNA). They acknowledge that this principle has become a gold standard for negotiation researchers. They contend that negotiators with more attractive BATNA capture a greater share of the bargaining zone.