From Distributive to Integrative: A Strategic Negotiation for Supply Chain Optimization in Brazil

In this article, a Brazilian software company with an extensive portfolio of supply chain optimization and management solutions, widely consolidated in the pharmaceutical market, engages in a buyer-seller, Type II software negotiation, aiming at expanding its operations to other sectors, such as Consumer Goods and Automotive. The software company negotiates with a multinational company in the consumer goods sector with a global reach and decades of consolidated history in the market. The multinational company is willing to consider the Brazilian software company but wants proof that the system is compatible with its operating model and volume, a guarantee of low risk in the migration, advantageous commercial terms, and specific customizations included in the package. Companies try to maximize their gains and minimize their risks in real-case scenarios. This article reveals best managerial practices to elucidate how to resolve this stalemate by presenting this descriptive and single case study.