Due to the continuous changes in markets and society, companies and organizations have to constantly adapt themselves to maintain competitiveness. One of the options is to strategically join their competencies to rapidly respond to a business or collaboration opportunity through a goal-oriented network. Nevertheless, as market demands are continuously and fast evolving, besides taking advantage of clustering themselves, companies and organizations have to find better solutions to meet the customer needs. In this context, this paper presents an approach based on a negotiation support environment that enhances the design of new business services under a collaborative perspective, so that the customer’s requirements can be better fulfilled.