Vyjednávacie Stratégie vo Farmaceutickom Dodávateľskom Reťazci za Podmienok Klesajúceho Objemu Produkcie

This diploma thesis examines negotiation strategies and conflict resolution in a buyer–supplier relationship within the pharmaceutical supply chain under conditions of decreasing production volumes. The aim of the thesis is to explore how the application, or absence, of formal and informal negotiation approaches influences conflict-marked negotiations, which negotiation skills and observable behaviors contribute most to effective progress, and which conflict-resolution barriers occur most frequently in such a context. The thesis combines a theoretical discussion of negotiation frameworks, skills, and conflict resolution concepts with an empirical qualitative case study. The empirical part is based on a single-case study of one ongoing pharmaceutical buyer–supplier relationship. Data were collected through semi-structured interviews with buyer-side representatives and through observation of negotiation sessions. The material was analyzed using reflexive thematic analysis supported by hybrid coding. The findings suggest that successful progress in the studied case was driven less by the deliberate application of formal negotiation models and more by practical factors such as thorough preparation, effective communication, adaptability, analytical thinking, relationship-building, and the gradual rebuilding of trust. The analysis also identified recurring barriers such as tactical escalation, differing perceptions of fairness and value, historical grievances, and internal misalignment. The practical contribution of the thesis lies in translating these findings into recommendations for firms operating in similarly constrained interorganizational settings, particularly in relation to negotiation preparation, debriefing, internal alignment, escalation logic, and the use of objective criteria.