ROLE OF BUSINESS NEGOTIATION IN GAINING COMPETITIVE ADVANTAGE

This paper is based on the premise that integrating different perspectives on achieving competitive advantage provides a more realistic view as far as the practical aspects of strategic management are concerned A conclusion can be derived from this premise that business negotiation skills constitute an extremely important source of competitive advantage in today's business environment. Empirical research conducted for the purposes of this paper has shown that Croatian companies understand that business negotiation skills constitute an important source of competitive advantage. Research results also point out to the fact that this understanding or awareness has not been sufficiently operationalized In conclusion to this paper we propose a model which Croatian companies could follow in order to enhance business negotiation skills to the point where it becomes a source of competitive advantage.