협상

제 Ⅰ 부 협상의 이해

제1장 협상이란? ·············································································· 1
<사례: 서희-거란의 협상>
1. 왜 협상이 필요한가? ····································································· 1

2. 협상의 개념과 특징? ····································································· 4

3. 국제협상이란? ·············································································· 7

제2장 협상의 5대요소 ······································································· 10
<사례: US Airline-Airbus 협상>
1. 협상의 제1요소: 협상 목표 설정 ······················································ 10
2. 협상의 제2요소: 협상력 ·································································· 12
3. 협상의 제3요소: 관 계 ··································································· 14

4. 협상의 제4요소: BATNA ······························································· 17

5. 협상의 제5요소: 정 보 ··································································· 18

제3장 주요 협상이론 ········································································· 21
1. 휘셔-유리 협상이론: Hard-Soft-Principled협상 ································ 21
2. 레위키 협상이론: 투쟁적 협상-호혜적 협상 ······································· 24
제4장 바람직한 글로벌 협상자 ···························································· 26
<사례: 소니-유니버셜 협상>
1. 글로벌 협상자의 오류 ····································································· 26
2. 유능한 협상자가 갖추어야 할 자질 ··················································· 38
제 Ⅱ 부 국제 경영 협상
제5장 국제 전략적 제휴 · 합작투자 협상 ·············································· 44
1. 국제 전략적 제휴 · 합작 투자의 개요 ··············································· 44
2. 전략적 제휴와 국제 합작투자의 3단계 협상전략 ································· 46

제6장 국제 M&A 협상 ······································································· 58
1. M&A란? ······················································································ 58
2. 국제 M&A협상의 4단계 전략 ··························································· 62
3. 국제 M&A에서의 주요 협상 전략 ····················································· 73
제7장 국제기술이전 협상 ····································································· 77
1. 2원적 기술이전 협상전략 ································································ 78
2. 라이센싱 협상전략 ·········································································· 82
3. 글로벌기업의 현지국과의 기술이전 협상 ············································ 84
제8장 글로벌기업의 갈등관리 협상 ······················································· 86
<사례: 나이키 인도네시아 공장의 갈등관리 협상>
1. 글로벌기업의 다양한 국제경영협상 ···················································· 86
2. 글로벌기업의 갈등유형 ···································································· 88
3. 글로벌기업의 갈등관리 협상전략 ······················································· 98
제9장 글로벌기업과 현지국 간의 협상 ·················································· 104
<사례: 현대자동차 앨라바마 투자협상>
1. 글로벌기업과 현지국의 갈등과 협상 ·················································· 104
2. 현지국 정부 협상력의 제약: 내부 협상의 덫 ······································· 111
3. 현지국 정부에 대한 국제경영협상 전략 ·············································· 118
제10장 우리나라의 국제 협상 ······························································ 124
<사례: GM-대우자동차 협상사례 연구>
1. 대우자동차의 해외매각 협상 ····························································· 125
2. GM의 협상전략 ··············································································· 129
3. 한국의 협상전략 ·············································································· 135
참고 문헌 ··························································································· 139