Negotiation and Conflict Resolution in Business: A Case Study Report

This report provides a comprehensive analysis of negotiation and conflict resolution, using the British Airways dispute with its cabin crew as a case study. The report begins with an introduction to the key concepts and then presents a brief overview of the case, highlighting the core issues related to travel concessions and the role of the Unite trade union. It then delves into conflict resolution theories, including the Blake Mouton Managerial Grid, and explores various conflict resolution approaches such as competing, accommodating, avoiding, compromising, and collaborating. The report also examines the quality of participants and their negotiating skills in overcoming the conflict situation. The analysis covers the causes of the dispute, the strategies employed by both sides, and the eventual resolution. The report emphasizes the importance of effective negotiation strategies and the role of trade unions in achieving positive outcomes. The report concludes with a summary of key findings and recommendations for future conflict management in similar scenarios.

Negotiation and Conflict
Resolution

Table of Contents
INTRODUCTION...........................................................................................................................2
BRIEF INTRODUCTION OF THE CASE.....................................................................................2
CONFLICT RESOLUTION THEORIES.......................................................................................4
QUALITY OF PARTICIPANTS NEGOTIATING AND CONFLICT RESOLUTION SKILLS
TO OVERCOME THE CONFLICT SITUATION ........................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

Illustration Index
Illustration 1: Managerial Grid (Blake Mouton)..............................................................................6
Illustration 2: Conflict resolution approaches .................................................................................7
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INTRODUCTION
Negotiation and conflict resolution is the key term that helps practitioners in order to
structure their efforts in negotiation and develop effective practices upon negotiating strategies in
order to attain successful negotiation. It is essential for trade unions operating within the firm to
identify and resolve the conflicts arise among employees and employer so that best relationship
can be developed in order to overcome the crisis (Crowfoot and Wondolleck, 2012). However,
through developing successful alternatives it helps in negotiating over the problems and identify
the best solution in order to resolve the same. In regard to this context, a case study analysis has
been assessed in regard to disputes arise among management and employees of British Airways
with its cabin crew employees. Main reason behind the conflict which last for 18 months was
because of the travel concessions not given to the employees and thus it raises dissatisfaction
among them which leads to disputes (Fainshmidt, White and Cangioni, 2014). Hence, it is
essential for company to involve trade union in order to introduce effective strategy and establish
negotiation process among employees and employer so that personnel can be satisfied with the
decisions made to overcome conflicts.
BRIEF INTRODUCTION OF THE CASE
In the present case, it is about the British Airways dispute with its cabin crew regarding
the loss of travel concessions for the employees who were involved in the strike last year. Thus,
Unite a trade union involves within the matter in order to resolve the conflicts among employee
and employer so that conflict can be resolved in order to improve the efficiency of workers.
Main issue faced by the BA cabin crew regarding the facility removed of travel concessions
when they went on strike last year (Miller, 2013). Different agreements have been prepared in
order to provide a new deal to employees and on safeguarding the routes and working
arrangements as British Airways introduces a new fleet of crew. Also, firm involves a third party
binding arbitration process that was established in order to consider the cases of crew disciplined
by the airline during the dispute. Hence, it is essential for Unite union to focus upon the
requirements of employees so that it can be discussed with the BA executives and try to provide
them the same in order to resolve the conflict situation (Moore, 2014).
Furthermore, it can be evaluated that Unite's top executives deal with BA management
that such type of dispute should be solved not by conflict but through negotiation. Thus, with the
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help of Unite and their understanding of the employees conditions it reached to an honourable
agreement with British Airways. After carrying out the discussion with the cabin crew and
employers of BA and thus both the parties agrees to the facts can now move forward to develop a
securing position as well as bright future for British Airways. However, the strike causes great
losses to cabin crew both in the form of personal expense as well as emotional cost (Barsky,
2014). The actions taken by the cabin crew staff regarding the stand upon their rights of travel
concessions leaves a strong message to the employers everywhere that employees are their
biggest strength in order to bring productive change within the firm.
The strikes involve thousands of staff which took part in the 22 days strike and thus it
costs BA Pound 150 million loss, although the management stated that they had made savings as
a result of the long term structural changes now in place with its crews. Because of such changes
it helps BA flights cabin crew and annual saving of Pound 60 million and thus attain desired
targets. Both the parties were locked in one of the longest disputes within the UK for years after
cost cutting moves taken by British Airways (British Airways dispute finally over, 2011).
Through resolving the conflicts of travel concessions for cabin crew staff it spread over to other
areas and thus it forced firm to take disciplinary action against the number of staff. Company
stated that they had made permanent structural saving to their business that is now ready to
invest Pound 5.5 billion over the next five years for the benefit of our clients. Furthermore,
British Airways has overcome its disputes with their staff it helps them to move forward and
provide high quality customer services to guests in order to attain satisfaction (Long-running
dispute between British Airways and Unite union continues, 2010).
It can be stated that such type of conflict arises among employee-employer affects their
relationship. Therefore, trade union helps in providing effective suggestions to employees and
employers in order to overcome the conflicts and resolve the problems so that effective decisions
can be taken. The present discussed dispute was long running dispute between BA and some of
its cabin crew could be close to a resolution after the airline and Unite union which assists in
reaching a deal on some key issues (Ross and Lazinski, 2014). BA and Unite union develops an
agreement in order to settle their long running industrial dispute and thus satisfies the needs of
employees in order to attain desired targets. Thus, after the discussions with the staff BA agrees
to provide travel concessions to their employees who went on strike and also provide certain
awards to lower paid employees so that they can enhance their morale. Such agreement helps in
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satisfying the requirements of employees and thus they can move forward towards the betterment
of company's production. However, such disputes needs to be overcome by mutual
understanding so that strikes and lockouts can be avoided as it ruins the progress and growth of
firm in the market (Wang and et. al., 2014).
Through the stated case it can be evaluated that strike was started by the employees
because of the unfair decision by the BA executives that affects the employment of cabin crew.
Therefore, they decided to start strike in order to gain the disputes solved by the management.
Main reason of starting the dispute among employees was the reduction in number of BA
employees and also introduced a two year pay freeze from 2010. Therefore, Unite union stated
that this would hit the passenger services, earnings as well as career prospects of cabin crew
which affects their productivity up to a great extent (Beriker, 2014).
It is essential for Unite union to resolve the disputes among BA and cabin crew members
in order to develop the best industrial relation. Also, employers are required to identify the
requirements of individuals in order to provide travel concessions so that satisfaction can be
attained (Abu-Nimer, 2012). Also, it is essential for firm to satisfy the needs of employees so
that individual working within firm can be satisfied. Thus, through overcoming such issues it
assists business to identify the results and thus provide the best situations to the workers in order
to enhance their satisfaction.
CONFLICT RESOLUTION THEORIES
It can be assessed that conflict resolution needs to be done in order to make effective
strategies and thus attain satisfaction. Furthermore, it is essential for management to undertake
effective conflict resolution theories such as Balke Mouton theory which assists in identifying
the conflict resolution strategies within firm and thus provides effective solutions to individuals
in order to overcome the conflicts (Zhouri, 2015). Trade unions are required to involve with the
management of firm and thus implement effective conflict resolution theories so that issues can
be resolved among employees and employer. It is the best problem solving and conflict
management model through which company can engage its employees within the firm and thus
possess the ability to resolve the issues effectively so that conflicts can be managed
appropriately. Furthermore, the aspiring project manager is required to develop new experience
in regard to attain awareness among employees so that problem can be solved in an effective
manner (de Wit, Greer and Jehn, 2012).
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Through applying such model within the firm it helps in identifying different styles of
leadership such as impoverished, country club, produce or perish, team and middle of the road
that states that the differentiating factors between them is where they are positioned on a two
dimensional scale with concern for people and concern for production. However, such model
helps in evaluating the different leadership styles so that success can be attained through
overcoming the conflict situation and thus attain desired results (Olekalns and Adair, 2013).
Furthermore, it is essential for business to implement effective leadership style such as-
 Impoverished- Within such leadership style it assesses that by low concern of people
and low concern for production. It does not affect the business as well as individual.
Hence, it is essential for business to adopt such leadership style in order to achieve
desired results (Greer and Bendersky, 2013). Here, the leader applies minimal effort and
thus made little concern for either staff satisfaction or work targets. It is the leader who is
going through motions in different and non-committed strategies so that success can be
attained.
 Country Club- In such style it is characterised that high concern for people and low
concern for production so that it does not affect the working of business. Further, it is
leader which is attentive to their people that needs and has developed satisfying the
relationship and work culture so that results can be attained (Rubin and Brown, 2013).
Also, the leader is required to adopt agreeable, eager to help, comforting and
uncontroversial.
 Produce or Perish- Furthermore, it another skill which assists in stating that low concern
for people and high concern for production so that best results can be attained.
 Team- It states high concern for people and high concern for production. Further, the
leader achieves high work performance through leading their people which is being
dedicated to the business objectives (Gopin, 2013). Hence, it possesses a high degree of
participation and teamwork so that it helps in satisfying the needs of people and thus
involves in the commitment and flexibility that inspires the involvement of people.
 Middle of the road- It possesses medium concern for people and medium concern for
production. Such type of leader compromiser who wants to maintain the status quo and
avoid any problems of which they are aware and wants to focus not does not want to
decrease the morale of their team (Avruch, 2015).
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Illustration 1: Managerial Grid (Blake Mouton)
(Source: The Blake Mouton Managerial Model Adaptation to Conflict Resolution, 2013)
However, the above model has been implemented at the conflict situation in order to
resolve the conflicts. Further, it states that the differentiating factors between them is where they
are positioned on a two dimensional scale with value of own goal and value of relationship so
that best results can be attained. Moreover, it assesses that company needs to identify the reasons
upon which the conflict arises and thus try to solve the same by contacting with the management
and employees so that success can be attained (Maxwell and et. al., 2015). Also, it is significant
for firm to involve trade union so that best results can be attained. Following are the five
different conflict resolution styles which are as follows-
 Competing- It is the situation which states that one party wins and other looses.
 Accommodating- Further, it is the situation which assesses that one individual loses and
the another win the situation (Kaiser, 2014).
 Avoiding- Here, both the parties loses and neither of the party wins.
 Compromising- Here, both the parties equally possess the options of winning the
situation (Lederach, 2015).
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 Collaborating- Thus, in this case both the parties win over the situation and attain
desired results.
Illustration 2: Conflict resolution approaches
(Source: Fisher, 2012)
Through assessing the model it can be stated that it will not directly assist individual to
deal with the conflict resolution issues within the project. However, it assesses that it helps
individual to provide correct decisions in order to overcome the conflict situation so that best
results can be attained (Cobb, 2013). Hence, it helps in finding the best approach with which our
personality and inclination can adapt to and execute in different circumstances so that success
can be attained. Through implementing such model it helps in overcoming the conflicts and thus
attaining desired results so that set targets can be attained.
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QUALITY OF PARTICIPANTS NEGOTIATING AND CONFLICT
RESOLUTION SKILLS TO OVERCOME THE CONFLICT
SITUATION
Here, it can be assessed that there are different strategies involved in the conflict
resolution process so that it helps in effectively managing the workplace conflict and thus
overcome the issues faced by individuals. Conflict is faced as the workplace issue among
employees and employer or employee and employees upon different issues so that it needs to be
solved. Following are the different strategies involved in order to resolve the conflicts such as-
 Understanding the situation- It can be assessed that there are certain situations which
are exactly seems or presented as it is. Thus, it helps in overcoming the conflicts and
attaining desired results (Crowfoot and Wondolleck, 2012).
 Acknowledging the problem- Further, it is essential for individual to adopt such
strategy in order to acknowledge the problem so that best solutions can be identified and
thus obtain desired results (Fainshmidt, White and Cangioni, 2014). Here, employers are
required to provide the best workplace environment to employees in order to provide
effective situations and thus attain targets.
 Be patient and calm- Here, in order to overcome the conflict situation it is essential for
individual to be patient and calm while evaluating the reasons of conflict so that best
possible outcomes can be generated. Also, it helps in taking a quick decision so that
optimum results can be attained (Miller, 2013).
 Focus upon the problems and not the individual- There are most of the people who
focuses upon the problems and not the individual which is good and thus it helps
managers to take effective decision so that corrective actions can be attained (Zhouri,
2015).
 Open communication- Main goal in conflict resolution is for both the parties to resolve
the issue between themselves and thus expresses their view point so that effective
interaction can be done among individuals. It also assists in identifying the issues and
thus overcoming them so that conflicts can be overcome.
 Confident and creative- It is the best strategy in order to overcome the conflicts as it
helps individual to be confident and creative so that best results can be attained. Also, it
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is stated as one of the effective method that helps in solving the issues among individual
and thus attain desired targets (Olekalns and Adair, 2013).
 To ensure regarding the satisfaction of every individual- It is also essential for person
to make sure that every one should be satisfied before concluding the meeting and thus
best results can be attained. Hence, explaining such aspects helps in fulfilling the needs
in order to overcome the problems and resolve them.
Furthermore, it is essential for business to involve quality negotiator such as trade union
or communicator so that it helps in overcoming the conflicts through resolving them. Hence, it is
the best method through which they can resolve the issues effectively. Also, they should possess
effective conflict resolution skills in order to manage the issues and thus attain desired targets.
Individual involves in conflict resolution possess different skills and capabilities so that success
can be attained in an effective manner so that success can be attained (de Wit, Greer and Jehn,
2012). Following are the conflict resolution skills which are as follows-
 Active listening- It is one of the essential skill which is required by individual in order to
resolve the issues among employees. Negotiator should be an active listener and thus it is
essential for them to listen properly to the issues of individual and thus try to overcome
them so that desired success can be attained (Maxwell and et. al., 2015).
 Emotional intelligence- Further, it is also essential for negotiated to adopt emotional
intelligence so that they can understand the feelings of individual person and thus provide
the best solutions so that problems can be solved (Cobb, 2013).
 Empathy- It is also crucial skill that helps people to provide the best information to
others so that they can overcome their problems and thus attain goals (Kaiser, 2014).
Following are the different stages of conflict such as-
 Latent conflict- It is the first stage of conflict in which the factors are involved which
would become the cause of potential conflict exists.
 Perceived conflict- Furthermore, sometimes a conflict arises even if no latent conflict is
present and thus it is perceived to others so that best results can be attained. With the help
of such conflict it helps in overcoming the problems and misunderstanding by adopting
effective communication so that set targets can be attained (Gopin, 2013).
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 Felt conflict- It is the stage, in which the conflict is not only perceived but actually felt
and cognized. Also, it helps in identifying and making individual aware regarding the
policy so that conflicts can be overcome.
 Manifest conflict- Further, it is the stage which involves two parties and thus engage
themselves in the behaviour that evokes responses from each other. However, the most
obvious responses involves aggression, apathy etc. that helps in overcoming the conflict
among each other (Lederach, 2015).
 Conflict aftermath- Moreover, it states that the aftermath of the conflict possess positive
or negative effect upon the business that depends upon the situation that how the conflict
is solved.
CONCLUSION
It can be concluded from the study that it is essential for trade union to develop effective
relationship among employees and employer so that conflicts can be overcome. With the help of
negotiation strategy, it assists businesses to overcome the conflict situation and thus fulfil the
needs of employees in order to make them satisfied. Here, BA needs to provide travel
concessions to their employees in order to improve their satisfaction and thus enhances them to
provide quality customer service. However, company ignored to provide them such benefits and
thus it leads to strike situation within the workplace. Thus, it is essential for negotiator to adopt
effective conflict resolution skills in order to overcome any type of conflict situation and
maintains proper workplace situation so that results can be attained.
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REFERENCES
Books and Journals
Abu-Nimer, M., 2012. Dialogue, conflict resolution, and change: Arab-Jewish encounters in
Israel. SUNY Press.
Avruch, K., 2015. Context and pretext in conflict resolution: culture, identity, power, and
practice. Routledge.
Barsky, A., 2014. Conflict resolution for the helping professions. Oxford University Press.
Beriker, N., 2014. Conflict Resolution Field: Reflections on Multiple Realities, Challenges, and
Geographical Divides, The. Brown J. World Aff. 21. pp.7.
Cobb, S., 2013. Speaking of violence: The politics and poetics of narrative in conflict resolution.
Oxford University Press.
Crowfoot, J. and Wondolleck, J.M., 2012. Environmental disputes: Community involvement in
conflict resolution. Island Press.
de Wit, F.R., Greer, L.L. and Jehn, K.A., 2012. The paradox of intragroup conflict: a meta-
analysis. Journal of Applied Psychology. 97(2). pp.360.
Fainshmidt, S., White, G.O. and Cangioni, C., 2014. Legal distance, cognitive distance, and
conflict resolution in international business intellectual property disputes. Journal of
International Management. 20(2). pp.188-200.
Fisher, R., 2012. The social psychology of intergroup and international conflict resolution.
Springer Science & Business Media.
Gopin, M., 2013. Conflict Analysis and Conflict Resolution: Divorce or Friendly
Mediation?. Negotiation Journal. 29(2). pp.251-259.
Greer, L. and Bendersky, C., 2013. Power and status in conflict and negotiation research:
Introduction to the special issue. Negotiation and conflict management research. 6(4).
pp.239-252.
Kaiser, F., 2014. Conflict resolution and negotiation: Curating intelligence analysis. Rawal
Medical Journal. 39(1). pp.1-2.
Lederach, J., 2015. Little Book of Conflict Transformation: Clear Articulation Of The Guiding
Principles By A Pioneer In The Field. Skyhorse Publishing, Inc.
Maxwell, S.L. and et. al., 2015. Being smart about SMART environmental targets. Science.
347(6226). pp.1075-1076.
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Miller, R., 2013. The Role of Ideology in Negotiation and Conflict Resolution During the Tuareg
Rebellions. Journal Article| February. 27(2). pp.30am.
Moore, C.W., 2014. The mediation process: Practical strategies for resolving conflict. John
Wiley & Sons.
Olekalns, M. and Adair, W.L. eds., 2013. Handbook of Research on Negotiation. Edward Elgar
Publishing.
Ross, H.S. and Lazinski, M.J., 2014. Parent mediation empowers sibling conflict
resolution. Early Education and Development. 25(2). pp.259-275.
Rubin, J.Z. and Brown, B.R., 2013. The social psychology of bargaining and negotiation.
Elsevier.
Wang, L.J. and et. al., 2014. Relationships among teacher support, peer conflict resolution, and
school emotional experiences in adolescents from Shanghai. Social Behavior and
Personality: an international journal. 42(1). pp.99-113.
Zhouri, A., 2015. 32. From ‘participation’to ‘negotiation’: suppressing dissent in environmental
conflict resolution in Brazil. THE INTERNATIONAL HANDBOOK OF POLITICAL
ECOLOGY. p.447.
Online
British Airways dispute finally over, 2011. [Online]. Available through:
<http://www.telegraph.co.uk/finance/newsbysector/epic/bay/8592095/British-Airways-
dispute-finally-over.html>. [Accessed on 17th June 2016].
Long-running dispute between British Airways and Unite union continues, 2010. [Online].
Available through:
<http://www.eurofound.europa.eu/observatories/eurwork/articles/industrial-relations/long-
running-dispute-between-british-airways-and-unite-union-continues>. [Accessed on 17th
June 2016].
The Blake Mouton Managerial Model Adaptation to Conflict Resolution, 2013. [Online].
Available through: <http://quantmleap.com/blog/2013/02/the-blake-mouton-managerial-
model-adaptation-to-conflict-resolution/>. [Accessed on 17th June 2016].
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