Important Negotiation Behaviours in Entrepreneurs’ New Product Launching Stage During Post-Covid-19 Era

Entrepreneurs’ product launching stage is subject to various difficul-ties related to the decline in market demand, inflation, and changes in customers’ consumption habits in the post-Covid-19 period. Negotiation is a significant phase that entrepreneurs have to go through to launch their products. However, there is still limited research, if any, which focuses on negotiation behaviours of entrepreneurs within the new product launching stage in the Vietnamese context under Covid-19‘s impacts. The aim of this study is to investigate the significance of negotiation and identify the importance of negotiation behaviours. This study employed a series of semi-structured interviews with Vietnamese entrepreneurs from various industries. The research findings revealed five key behaviours, including concern for one’s own outcome, concern for others’ outcomes, relationship-building, emotional expres-sion, and risk-taking, that have a significant impact on the negotiation outcomes of an innovative entrepreneur in the launch stage. This study reinforces the impor-tance of showing concern on the negotiating parties’ benefits and being proactive in building relationships to generate customers’ sympathy and trust and achieve a mutual agreement.