Integrative negotiation (Fisher, Ury & Paten, 1991) is actually a set of negotiation techniques that attempts to improve the quality and likelihood of negotiated agreement by taking advantage of the fact that different parties value various outcomes differently. It often involves a higher degree of trust and the forming of a relationship of mutual respect. It can also involve creative problem-solving that aims to achieve mutual gains. It is also sometimes called win-win negotiation.
In the integrative problem-solving approach, unlike the traditional distributive approach, parties seek to find an arrangement that is in the best interest of both sides. A good agreement is not one with maximum gain, but optimum gain. Gains in this scenario are not at the expense of the other, but with him. It works best when long-term interests and relationships are deemed important. It requires a lot of innovation, creativity and energy.