In The New Negotiating Edge: The Behavioral Approach for Results and Relationships, Gavin Kennedy, a successful negotiation consultant with three decades of experience, outlines a new approach
to diplomatic and effective ways to achieve negotiating goals while building and maintaining strong relationships. He asserts that most people are either red negotiators, aggressive and
hard-line, or blue negotiators, who are passive and overly conciliatory. Kennedy proposes a middle ground, or purple style of negotiation, that utilizes the benefits of the red and blue styles
and tempers the weaknesses of both for optimum business success.
