A negotiation situation arises when a dispute, disagreement or conflict arises between two groups in this case between firms in a supply chain. Negotiators typically meet face-to-face in order to settle any disputes or problems and here the negotiation literature distinguishes between two approaches that buyers/suppliers can utilise when entering a distinguishes between two approaches that negotiation situation with another party. That is a distributive or an integrative bargaining strategy (Lewicki et al, 2000: Lax and Sebenius, 1986). The negotiation literature has previously stated that the two strategies are difficult to mix due to amongst others risks of information disclosure, and as such, the two strategies are treated as a dichotomy with a clear either or choice between them (Walton and Mckersie, 1965)