{"references": ["Cohen, Herb (1980). You can negotiate anything. NY: Banthan Books.", "Cruz, B.S.; Dias, M. (2020). COVID-19: from Outbreak to Pandemic. Global Scientific Journals, 8(3), 2230-2238. doi: 10.11216/gsj.2020.03.37636", "Cruz, B.S.; Dias, M. (2020). Crashed Boeing 737-MAX: Fatalities or Malpractice? Global Scientific Journals, 8(1), 2615-2624. doi: 10.11216/gsj.2020.01.34917", "Cruz, B.S.; Dias, M. (2020). Does Digital Privacy Really Exist? When the Consumer Is the Product. Saudi Journal of Engineering and Technology, 5(2), 0-4. doi: 10.36348/sjet.2020.v05i02.00X", "Dias, M. & Navarro, R. (2018). Teaching Materials: Role Play Simulation on Brazilian Government and Non-Market Forces Negotiation. European Journal of Training and Development Studies, 5(4), 45-56. doi: 10.6084/m9.figshare.7834415", "Dias, M. (2019). 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(2019).Teaching Materials: Role Play Simulation On Individual Business Debt Collection In Brazil. Global Scientific Journals,7(8), 844-859. doi: 10.11216/gsj.2019.08.26134", "Dias, M. (2020) The Four-Type Negotiation Matrix: A Model for Assessing Negotiation Processes. British Journal of Education, 8(5), 26-42. doi: 10.6084/m9.figshare.12389627"]}

This article presents how to structure a real pharmacy retail business negotiation case scenario by adopting the Negotiation Map and the Four-Type Negotiation Matrix. The single descriptive case study involved two parties, one buyer and one supplier, in a bidding contest with the pharmacy retail business in Rio de Janeiro, Brazil, as the unit of analysis. Key findings pointed out planning negotiations to engagement as crucial to a better negotiation deal. Evidence also suggests structured negotiation approach is a sound strategy to be pursued. Finally, a completed negotiation map, implications, and discussion complete this article.