BUSINESS INFORM №4-2014

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Section: Management and Marketing
UDC 367.542
Koval T. O., Yakhkind V. P.
Study of Marketing of Partner Relations as an Instrument of Enterprise Strategic Management (p. 441 - 448)
The article analyses the modern state of changes in the sphere of functioning of enterprises and identifies a necessity to develop namely this direction of the economic science, which are as follows: onrush of the service sphere – a sharp decrease of the role of production and considerable increase of the role of services has taken place in the economy (especially in developed countries) during the past twenty years; changes in the sphere of quality management – transfer of enterprises to the complex quality management causes a necessity of involvement of both suppliers and customers in these programmes and requires establishment of long-term relations with all subjects of the marketing infrastructure; growth of complexity of relations – in the result of technological innovations the company notion is modified and its boundaries diffuse and a number and complexity of relations with external partners increase; and development of information technologies – majority of modern information systems appeared in the result of inter-firm interaction. Scientists emphasise topicality of active development of relations between business partners in many works and, first of all, due to a possibility of achievement of competitive advantages of an enterprise, which is based not only on own capabilities, but also capabilities of business partners, which together form a chain or network, within which this enterprise functions. A need in going outside the limits of the enterprise and in formation of long-term relations with other enterprises arises due to a necessity of increasing efficiency of functioning. Establishment of partner relations gives a possibility of use of abilities, skills and resources of other companies. Such changes in the modern economy facilitate introduction in practice and development of the theory of relationship marketing.
Keywords: marketing, partner relations, strategic management, interaction, marketing partnership
Fig.: 3. Tabl.: 2. Bibl.: 32.

Koval Tetiana O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Political Economy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Yakhkind Viktoriia P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Political Economy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)

Article is written in Ukrainian
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Reference to this article:
Koval, Tetiana O., and Yakhkind, Viktoriia P. (2014) “Study of Marketing of Partner Relations as an Instrument of Enterprise Strategic Management.” Business Inform 4:441–448.

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