Management of the marketing strategy of the company based on partnership relations

Abstract

The study of scientific and methodological approaches to the formation of partnership relations revealed that the distribution of marketing functions can lead to mismatch between the entities of the network organization, and creation of super-network structures is, in fact, the initial step of integration, which is contrary to the principles of marketing partnership relations. A model of interaction management has been substantiated, it involves highlighting of the integrator-company, which has the highest degree of influence on the channel participants. It allows to establish deep flexible partnerships between partners with saving the autonomy of their business activities. It is substantiated that the integrator should be interpreted as the channel member company, which has the highest degree of influence on other participants, calculated through the determinants of the degrees of direct and indirect dependencies between them. The main functions of the integratorcompany are to conduct descriptive marketing research to identify factors of external environment influencing the formation of company interaction strategies and to analyze effectiveness of their partnerships. It allows to ensure additional benefits for the members of the partnership.