最佳替代方案 / BATNA
「释义」
在谈判理论中，谈判协议的最佳替代方案（BATNA：Best Alternative to a negotiated agreement）是指在谈判失败、无法达成协议的情况下，一方可以采取的最有利的替代行动方案。与这一选择完全相反的是WATNA（谈判协议的最坏选择）。
BATNA可以包括多种情况，如中止谈判、过渡到另一个谈判伙伴、对法院的裁决提出上诉、实施罢工以及形成其他形式的联盟等。
一个人对BATNA的估计决定这个人的谈判底线或者临界点在哪一点，在这一点之上，任何谈判条件都超越他的期望，都是他可以接受的。
「应用场景」
有时候，正确的策略甚至是缩小协议的范围。一条经典的谈判建议是仔细评估（并力求改进）你的BATNA。问题是，在多数高风险的谈判中，除了与对方达成某种协议之外，实在没有其他可行的选择。在此情况下，对BATNA分析进行深入挖掘至关重要。关键不在于简单地考虑有没有别的方法可以完全取代与强大对手达成协议，而是要设法取代你希望通过协议实现的目标中的部分元素。
Sometimes the right strategy is even to reduce the scope of the deal. A classic piece of negotiation advice is to carefully evaluate (and seek to improve) your BATNA. The problem is, in most high-stakes negotiations, there’s really no viable alternative to some deal with the other party. Digging deeper into BATNA analysis is vital in such scenarios. The key is not to simply consider wholesale alternatives to any agreement with a powerful counterpart but rather to explore alternatives to some elements of what you’re seeking through that deal.
以下是一家医疗设备公司有效利用这种方法的例子。该公司在与主导某重要区域市场的一家分销商的谈判中感到有心无力。其他分销商在该地区的占有率无法与之匹敌。在考虑过扩大协议范围之后，该设备制造商转而选择收缩协议范围，在该地区某些细分市场上为部分产品找到了替代性的分销渠道。通过几家较小的分销商将产品投放市场，可能会极其复杂，且会增加成本、减少收入。但这家设备制造商明确了缩小与现有分销商协议范围的策略，谈判就得以更公平地进行。
Here’s how that approach worked for a medical device company that felt powerless in its negotiations with a distributor that dominated an important regional market. No other distributor had comparable coverage in the region. After considering expanding the scope of the deal, the device maker instead opted to narrow it. It identified alternative distribution channels for some of its products in some segments of the regional market. Bringing its products to market with a portfolio of smaller distributors would have been prohibitively complex and would have increased costs and reduced revenue. But once the device maker had defined a strategy to narrow the scope of the deal with the incumbent distributor, the negotiations moved to a considerably more even footing.
《你有谈判策略吗》
乔纳森·休斯, 丹尼·厄特尔
2020年8月刊
“What’s Your Negotiation Strategy?”
by Jonathan Hughes and Danny Ertel
编辑：马冰仑
