Special Issue Article

Conflict Positioning in Crisis Communication: Impact of antecedent conditions on negotiation

  • Augustine Pang orcid logo (Singapore Management University)
  • Glen T. Cameron (University of Missouri)


Organizations need to position themselvesfavorably in times of crisis. The conflict positioning conceptualization offersa framework for organizations to do so by integrating insights of crisiscommunication with negotiation through the following steps. First,understanding the factors that will affect an organization’s ability to handlethe crisis. Second, based on the influence of these factors, examine the stancethe organization will adopt. Third, examine the strategies the organizationwill embrace. Four, the strategies adopted will impact the conflict property itaims to resolve which will in turn influence the negotiation approach and therelationship dynamics between the organization and its publics. Last but notleast, how these will impact the tactics enacted. Ten propositions, based onexamination of five a priori factors which have also been validated inother studies, are examined. This is followed by application of how conflictpositioning can occur in two real-life cases. This framework offers practicalapplications and theoretical implications.

Keywords: Contingency Theory of Strategic Conflict Management, Image Repair Theory, Crisis Communication, Negotiation, Dual Concern Model, Cylindrical Model of Communication Behavior in Crisis Negotiations

How to Cite:

Pang, A. & Cameron, G. T., (2022) “Conflict Positioning in Crisis Communication: Impact of antecedent conditions on negotiation”, Negotiation and Conflict Management Research 15(1). doi: https://doi.org/10.34891/20220215-543



Published on
15 Feb 2022
Peer Reviewed