STRATEGIC NEGOTIATION IN INDUSTRIAL EXPANSION IN THE MEDICAL SUPPLY SECTOR: A MERCOSUR CASE

Introduction: This article presents a descriptive case study of negotiations and conflicts in an industrial development project of a company operating in the medical supply sector. The company, which produces nonwoven medical fabrics and complete medical kits for export, is ISO 13485-certified. Negotiations with customers (hospital networks), suppliers, government agencies, and other regulatory bodies were complex. After a while, the company shifted from a distributive to an integrative negotiation style. The article describes how the company managed problems by applying conflict management techniques and a number of structured negotiation models. The study's results show a significant increase in contract efficiency, financial margins, and stakeholder satisfaction. The article extends the negotiation literature by applying integrative negotiation and using a range of governance mechanisms in an industrial setting. The study's findings and the company under investigation's experience can be of great value to managers, policymakers, and academics in similar complex industrial settings. Objective: This study investigates negotiation and conflict management strategies in industrial expansion projects to understand how integrative approaches can enhance organizational resilience and stakeholder satisfaction. Theoretical Framework: The study draws on negotiation (BATNA, ZOPA), conflict management frameworks (Thomas-Kilmann), and organizational strategy literature, providing a solid basis for analyzing negotiation dynamics in complex environments. Method: The methodology adopted for this research comprises a single descriptive case study design, focusing on industrial expansion in the medical supply sector. Data collection was conducted through document analysis, observation of negotiation processes, and review of secondary sources. Results and Discussion: The results obtained revealed that integrative negotiation strategies reduced contract cycle times, improved financial margins, and strengthened long-term partnerships. Research Implications: The practical and theoretical implications of this research are discussed, offering insights into how negotiation frameworks can inform industrial strategy, supply chain management, and regulatory compliance. Originality/Value: This study contributes to the literature by demonstrating the application of negotiation and conflict management models in a high-stakes industrial context, evidencing their relevance for both academic theory and managerial practice.