Chapter 7 and 9: communication, conflict, and negotiation. Conflict: one party perceives that another party has negatively affected, or will negatively affect, something the first party cares about, two primary types of conflict, cognitive or task conflict, affective or relationship conflict. Reward systems create conflict when one member"s gain is at another"s expense. In business as in life you don"t get what you deserve, you get what you negotiate! . Negotiation is a field of knowledge and endeavour that focuses on gaining the favour of people from whom we want things . Negotiation is a basic means of getting what you want from others. Roger fisher and william ury: getting to yes. Negotiation: a decision-making process among interdependent parties who do not share identical preferences. It is the process through which the parties decide what each will give and take in a relationship. Formal: eg. labour negotiations, mergers and acquisitions, international, negotiate in a formal structure treaties.