Ýêîíîìè÷åñêèå íàóêè/10. Ýêîíîìèêà
ïðåäïðèÿòèÿ
Post-graduate student Prudnikova G.I., senior lecturer
Yerysh L.O.
Donetsk National University of Economics and Trade
named after M. Tugan-Baranovsky, Ukraine
STRATEGIC PARTNERSHIPS OF TRADE ENTERPRISES:
REASONS OF FORMATION
Recently
strategic partnerships as a special form of interaction between independent
companies were widely used in different branches of business. The strategic
partnership means an agreement on cooperation between two or more companies,
which go further than normal business operations, but do not bring to mergers or
acquisitions [1]. The analysis of the scientific literature [1-3] has allowed us to form two
groups of causes of the emergence and spread of strategic partnerships of trade
enterprises, namely:
external factors, which can be considered as objective
economic prerequisites:
- increasing
dynamism of development of the external environment (globalization, informatization
and intellectualization of economic processes);
- rapid
technological development of the world trade market;
- quick
change in the economic situation of states (in most cases it changes for the worse);
- complication
of a political situation, typical for the modern world;
-
intensification of competition;
internal factors, which can be considered as sources
of stable development of an enterprise:
-
achievement of economies of scale in the marketing;
- need
to increase the competitiveness of the enterprise;
- the expediency
of joint using of recourses and competences ;
-
solving the task of involving the team of managers with experience in the
implementation of certain projects;
- reduction
of risks of economic activity;
- joint
product promotion by the partners;
- transfer
of technology, knowledge and know-how, conducting joint training of personnel;
- joint
development and trade of technically complicated products (communications,
computers etc.);
-
giving the opportunity for a small company to use managerial experience and place
on the market of a larger company.
Fast-growing
trade enterprises actively rely on strategic partnerships with the aim of
expanding technical and operational resources. The result is saving the time and
increasing the productivity, because there is no need to create new competences
from scratch, and it is possible to concentrate on the innovations and the core
business. Many rapidly growing innovative firms use a strategic partnership in
order to enable the usage of more powerful channels of marketing and sales,
reputation or brand of a larger well-known market player [3]. Many trade enterprises
prefer to build alliances with the aim of geographical expansion, reduction of costs,
improvement of production and realization of other types of synergies in the
chain of value creation. Researchers such
as P. Lorange, J. Roos and P.S. Bronn identify four general reasons for which
an enterprise will enter into cooperation [3]:
Market position of the business
Leader Follower
Core
Strategic importance
in parent’s portfolio Peripheral
Figure 1 General reasons for the creation of strategic
partnerships of enterprises
The
position of «Defend»: trade enterprises create a partnership in order to save
the leadership of their core business. The essence of this enterprise is to try
to retain the leadership position of the company through the training of new
skills, by getting the access to new markets, developing new technologies or
strengthening other possibilities of the company, which will help to strengthen
the competitive advantage.
The position of «Catch up»: the trade enterprise may also use a
strategic partnership in order to catch up with competitors. It is in the case,
if the company creates an alliance in order to do business which is the main,
but in which it has no leadership position.
The position of «Remain»: a strategic partnership is established with
the purpose of survival in the business. This can happen with business areas,
where the trade enterprise has taken the leadership position in the market, but
which plays the peripheral role in the business portfolio of the company. In this
case, a partnership allows the enterprise to extract maximum efficiency of its
position.
The position of «Restructure»: in the last turn, the trade enterprise
may consider the partnership as a means of restructuring the business, which is
not basic and in which it does not occupy the leadership position (creation of
a union with the aim of rejuvenation of the business).
Thus, the prerequisites for the creation of strategic partnerships of enterprises
connected, first of all, with the new conditions of conducting economic
activity in the world. They force to change views
on the development of the company and develop new mechanisms for effective
implementation on the basis of the concept of strategic partnerships. The formulated
reasons of the formation of strategic partnerships allowed to make a conclusion
that the competitive advantages of trade enterprises in modern conditions
should develop on the basis of strategic cooperation, which would reduce the
uncertainty of the external environment and receive a positive synergic effect
of this interaction.
Literature:
1.
Ãàððåò Á. Ñòðàòåãè÷åñêèå
àëüÿíñû / Á. Ãàððåò, Ï. Äþññîæ; ïåð. ñ àíãë. - Ì.: ÈÍÔ-ÐÀ-Ì, 2002. - ÕÕ, 332 ñ. - (Ñåðèÿ
«Ìåíåäæìåíò äëÿ ëèäåðà»).
2.
Óåëáîðí Ð. Äåëîâûå
ïàðòíåðñòâà: êàê ïðåóñïåòü â ñîâìåñòíîì áèçíåñå: Ïåð. ñ àíãë. - Ì.: Âåðøèíà, 2004. - 327 ñ.
3.
Lorange P.. Roos J. and Bronn P.S. Building successful strategic
Alliances, Long Range Planning, 25 (6) (1992).