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I strongly believe that the win-win-win Papakonstantinidis conceptualization is

of high value because it comes from theoretical, academic and empirical level
starting from the “bargaining games theory analyzing individual winning
strategies, through the utilities/shares possible combinations between two

As a marketing scholar, I personally find the concept quiet interesting if a

transfer of the pure trust theory to a marketing context can be achieved in
order to analyze marketing phenomena, especially the hermeneutics of the
types of negotiation in which the buyer and seller of a good/product/service
dispute the price which will be paid and the exact nature of the transaction
that will take place and eventually come to an agreement.

Examining the Papakonstantinidis concept from a marketing aspect, the

contribution of the conceptualization in Marketing is also seen if bargaining
can be approached as an alternative pricing and promotion strategy to fixed
prices. Optimally, if it costs the retailer nothing to engage and allow
bargaining, he can divine the buyer’s willingness to spend. It allows for
capturing more consumer surplus as it allows price discrimination, a process
whereby a seller can charge a higher price to one buyer who is more eager
(by being richer or more desperate). Haggling has largely disappeared in
parts of the world where the cost to haggle exceeds the gain to retailers for
most common retail items.

Papakonstantinidis model has a very strong potential to be proven as a

“revolution” in the Marketing Science, as it introduces the third pole
(community) in the bargaining processes between a seller and a buyer.

If a marketing aspect exists to this model, then we are not quiet far from a
new era of the Papakonstantinidis model in the marketing literature. I
personally believe that the conceptualization can trigger a new research
thrust in the fields of promotion management and pricing in the Marketing
Science, where new definitions, assumptions and hypotheses can examine
better the marketing situations of the bargaining processes among the seller
– the buyer – the third pole (the community).

It seems that there are some limitations of the conceptualization related to

the parameters that determine whether the seller is willing to bargain. Such
parameters are religion (for example: Jews had a limit on the allowable profit
margin) and regional customization [for example: in North America and
Europe bargaining is restricted to expensive or one-of-a-kind items
(automobiles, jewellery, art, real estate, trade sales of businesses) and
informal sales settings such as flea markets and garage sales. In other
regions of the world, bargaining may be the norm even for small commercial

In terms of empowering Papakonstantinidis conceptualization (strongly

related to the integrative/interest based bargaining), it must be proven how
the underlined conceptual model interacts and covers the gaps of the other
bargaining theories such as the: processual theory, narrative theory and
automated bargaining in more contexts that are social.