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A Brazilian Case on Effective Negotiation in B2B Relationships

Year: 2026

Type: article

Abstract: This case study examines the negotiation techniques that a technology organization uses to interact with its commercial associate. The article demonstrates how the two parties united to develop an innovative answer that satisfied their mutual requirements. The negotiation took place in São Paulo, Brazil, with multiple groups of conflicting interests participating. The research shows that trust, along with communication and flexibility, leads to successful outcomes through its examination of different negotiation approaches. The research findings provide vital information that enables experts and professionals to enhance their negotiation abilities for successful business-to-business deal negotiations.

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.18268062

Authors: Roberto Aylmer, Mariana Aylmer, Rodrigo Aylmer, Murillo Dias

Institutions: École Supérieure de Commerce de Rennes, Universidade Federal do Rio de Janeiro, Fundação Getulio Vargas

Language: English

Topic: Conflict Management and Negotiation

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7124441505

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