Strategy 1: Build Trust and Share Information As has been discussed, the best negotiated outcome likely arises from integration, where the parties find mutually beneficial trade-offs. To find them requires both parties to have information about each other’s underlying and the relative importance of those issues. Although providing information is beneficial to integration, it can be detrimental to the entrepreneur in distributing benefits if the other party has kept hidden his or her own preferences (e.g., the other party is aware of the entrepreneur’s reservation price but the entrepreneur is unaware of the other party’s reservation price). Therefore, releasing information requires trust-a belief that the other party will not act opportunistically to the detriment of the entrepreneur.