Health / Medicine / Pharmaceutical Negotiation Role-Play:


Hal Movius
Two-party negotiation between representatives of Viatex and one of its clients, Brattlebury, involving trade-offs between short and long-term gains as well as dealing with internal stakeholders.

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Brattlebury Corporation manufactures a range of pharmaceutical, nutritional, and medical products for which Viatex supplies plastic bottles. The relationship between the two companies has existed for 10 years and both parties are satisfied with it thus far however Brattlebury is under pressure recently to cut costs due to less than stellar sales. After examining means to cut corporate costs, Brattlebury discovered that its RFP process was highly inefficient and cost both Brattlebury and Viatex significant amounts of time in drawing up a proposal every two years.


It is difficult to create value when you discuss issues one by one, and when you and your negotiating partner are focused on articulating positions rather than interests.

In general, it makes sense to share your own interests, and persuade your partner to tell you his or hers by asking why he or she prefers specific options, and how he or she values different issues.

The opportunity to create value arises when you and your partner discover (by sharing interests) that you care about different things to different degrees, and you can trade across those differences.

Even when parties disagree about what a fair outcome would be, there is usually room for interpretation and negotiation on what standard of fairness the parties should use.

Aspirations can undo or facilitate a negotiation, depending on where they are set and how adjustable they are to new information.

Parties’ satisfaction levels may not be correlated to the total value they created; process and relationship/ rapport are also key determinants of how satisfied the parties are at the end of a negotiation.

Subjective satisfaction can change drastically if or when parties become aware of less-than-forthcoming behavior by their counterparts, or aware of opportunities for gain that were missed.


Participant materials include:

General instructions for both parties

Confidential instructions for Brattlebury

Confidential instructions for Viatex


Viatex Attributes

Time required::
2 hours
Teams involved::
Agent present::
Neutral third-party present::
Teaching Notes::
Hal Movius
PON Teaching Negotiation Resource Center

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For additional information about the soft copy option, please visit our FAQ section, or contact the PON Teaching Negotiation Resource Center at or 800-258-4406 (within the U.S.) or 781-966-2751 (outside the U.S.).

Please note: At the present time, Teaching Negotiation Resource Center soft copies are compatible with the following versions of the Adobe Acrobat Reader: English, German, French, Spanish, Swedish, Portuguese, Japanese, and Korean. If you have a different version of the Acrobat Reader, you may wish to download one of these at, or contact the PON Teaching Negotiation Resource Center at, 800-258-4406 (within the U.S.), or 781-966-2751 (outside the U.S.) for further assistance. This restriction does not apply to the freely available Teacher’s Package Review Copies.

Ordering a single copy for review

If you wish to review the materials for a particular role simulation to decide whether you’d like to use it, then you should order a single Teacher’s Package for that role simulation. A PDF, or soft copy, version of the Teacher’s Package is also available as a free download from the description page of most role simulations and case studies. There is no need to order participant materials as well as a Teacher’s Package, as all Teacher’s Packages include copies of all participant materials. In addition, some Teacher’s Packages (but not all) include additional teaching materials such as teaching notes or overhead masters. Please note that the materials in Teacher’s Packages are for the instructor’s review and reference only, and may not be duplicated for use with participants.

Ordering copies for multiple participants

If you wish to order multiple copies of a role simulation for use in a course or workshop, simply enter the total number of participants in the box next to “Participant Copies.” There is no need to calculate how many of each role is required; the Teaching Negotiation Resource Center will calculate the appropriate numbers of each role to provide, based on the total number of participants. For example, if you wish to order a 2-party role simulation for use with a class of 30 students, you would enter “30” in the box next to “Participant Copies.” You then would receive 15 copies of one role and 15 copies of the other role, for use with your 30 participants. As another example, if you ordered 30 participant copies of a 6-party role simulation, you would receive 5 copies of each role.

In the event that the number of participant copies you order is not evenly divisible by the number of roles in the simulation, you will receive extra copies of one or more roles. Participants receiving the extra roles may partner with other participants playing the same role, thus negotiating as a team. So, for instance, if you ordered 31 copies of a 2-party role simulation, you would receive 15 copies of the first role and 16 copies of the second role. One of the participants playing the second role would partner with another participant playing that same role, and the two would negotiate as a team.