The process by which the negotiating parties seek to establish desired attitudes and relationships with each other is referred to as principled negotiation.

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Principled negotiation is a strategy that focuses on the merits of a dispute, aiming to find mutually beneficial solutions by separating the people from the problem, focusing on interests rather than positions, generating a variety of possibilities before deciding, and insisting that the result be based on some objective standard. It does not specifically refer to establishing desired attitudes and relationships, although that could be a byproduct of the process.

The Process by Which the Negotiating Parties Seek to Establish