This study investigates the negotiation process between a buyer from a small paint shop firm and a private healthcare service provider in Brazil engaged in retail commerce. The current study focuses on a case analysis of a private healthcare agreement in Brazil. The primary aim of this program is to enhance the negotiation skills of business negotiators, academics, and professionals. This finding is achieved via a role-play simulation involving two conflicting groups and many topic areas. The primary findings of the research emphasize the need to improve integrative strategies, which include understanding the underlying interests of the opposing party and creating value to achieve mutually advantageous agreements. The research findings suggest that the results have the potential for replication in many organizational settings, especially those that exhibit power imbalances. The present investigation culminates in a comprehensive examination and suggestions for further scholarly inquiry
