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.
