MARKETING PARTNERSHIP AS A TOOL FOR STRATEGIC MANAGEMENT
Journal Title: Економіка розвитку - Year 2013, Vol 66, Issue 2
Abstract
The article deals with the relationship between companies as business partners, that form a chain or network and contribute to the enterprise competitive advantage. The objective necessity of strategic interaction of businesses and prospects of partnership are described. The advantages of applying marketing approach to forming strategic partnerships indicating circuit interconnection of business partners are shown. The conceptual approach to forming the portfolio of relationships with business partners, and recommendations to optimize marketing efforts on forming partnerships and optimal control of flow processes of counterparties are given. It is objectively necessary to form the strategic partnerships as long-term cooperative relations in supply chains based on close relationships, trust, overall risk bearing and open exchange of information between the companies in order to provide higher performance.
Authors and Affiliations
V . Yakhkind
Keywords
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