Negotiation involves strategic influence of human perception, thought, emotion and behaviour. Such insights can be used to improve outcomes in large commercial deals, in conflicts between countries, in interventions by law enforcement... and in every professional and personal interaction with others!
The only approach to negotiation that is sustainable over the long term is one that seeks to optimize resources for maximum value, while limiting inequity in allocation of that value among all affected parties. Unfortunately most negotiators still use the equivalent of stone age thinking to drive their strategies, and hallucinate that "if they just build enough power they can impose results". What they fail to appreciate is that application of power creates negative byproducts that destroy value, increase risk and frustrate further attempts at influence.
The stone age was a long time ago. Time to evolve.