Renegotiations in Business-To-Business Practice: A Qualitative Status Quo Analysis

In recent years, renegotiations have become more prevalent in business-to-business transactions. Although renegotiations have a strong impact on business efficiency and relationships, marketing science has not adequately addressed this topic. Research on renegotiations in business-to-business marketing is thus urgently needed. To address this research gap, we present a qualitative study in which we conducted 17 in-depth interviews with negotiation experts to gain insights into renegotiations in business-to-business practice. In these interviews, we analyzed the appearance, drivers and motives, acceptance and handling, as well as the consequences of renegotiations. we derived several insights that may serve as a valuable basis for further research.