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This paper reports the results from a lab experiment to simulate negotiation on innovative therapy commercialization. Using a between-subject design, we analyzed the consequences of two light choice interventions: (1) guiding negotiations towards early wins, and (2) inviting negotiators to share information about their priority goals. In both treatments, the total value created exceeded the control value by approximately 9% of the maximal value that can be created in this experiment. However, it was essentially the buyer who captured the additional value. We found that, conditional on the success of the negotiation, the total value created increased with the time spent negotiating. Negotiator gender had an impact on the negotiation outcome, with women underperforming compared to men.
Lamiraud et al. (Mon,) studied this question.