saerTaSoriso biznesi
Transcript
saerTaSoriso biznesi
saerTaSoriso biznesi leqciebis kursi gamomcemloba `universali~ Tbilisi 2011 naSromi warmoadgens iv. javaxiSvilis saxelobis Tbilisis saxelmwifo universitetis saerTaSoriso biznesis kaTedris mier momzadebul leqciebis kurss. masSi ganxilulia saerTaSoriso biznesis arsi, formebi, saerTaSoriso bazrebi, garemo, saerTaSoriso vaWrobis Teoria da praqtika, ucxouri investiciebi, saerTaSoriso ekonomikuri TanamSromloba, saerTaSoriso biznesis strategiuli marTva, strategiuli aliansebi, saerTaSoriso organizaciuli struqturebi, saerTaSoriso marketingi, operaciuli menejmenti, saerTaSoriso finansuri menejmenti da finansuri aRricxva, saerTaSoriso adamianuri resursebis marTva da sxva saerTaSoriso biznesis aqtualuri sakiTxebi. avtorTa koleqtivi: profesori o. gigiaSvili (I, VII Tavebi); asocirebuli profesori r. futkaraZe (II Tavi); asocirebuli profesori J. Tolordava (III Tavi ); asocirebuli profesori e. lekaSvili (IV,VI Tavebi); asocirebuli profesori d. sixaruliZe (V, XI Tavebi); asocirebuli profesori S. SaburiSvili (VIII Tavi); asistent-profesori l. qadagiSvili (IX, X Tavebi); asocirebuli profesori v. kikutaZe (XII Tavi); sruli profesori i. mesxia (XIII, XIV, XV Tavebi); sruli profesori T. Sengelia (XVI Tavi). redaqtori ekonomikis mecnierebaTa doqtori, iv. javaxiSvilis sax. Tsu-s sruli profesori, saerTaSoriso biznesis kaTedris xelmZRvaneli Teimuraz Sengelia recenzentebi: ekonomikis doqtori, Tsu-s asocirebuli profesori daviT narmania ekonomikis doqtori, Tsu-s asocirebuli profesori gulnaz erqomaiSvili ekonomikis doqtori, Tsu-s asocirebuli profesori gela grigalaSvili © saerTaSoriso biznesis kaTedra, 2011 gamomcemloba `universali~, 2011 Tbilisi, 0179, i. WavWavaZis gamz. 19, : 22 36 09, 8(99) 17 22 30 E–mail: [email protected] ISBN 978-9941-17-264-9 2 Sinaarsi Tavi I. saerTaSoriso biznesis arsi da zogadi daxasiaTeba .............................................................. 7 1.1. saerTaSoriso biznesis arsi da Seswavlis aqtualoba ................................................................................ 7 1.2. saerTaSoriso biznesis Seswavlis mniSveloba ............. 9 1.3. saerTaSoriso biznesis formebi ....................................... 14 1.4. saerTaSoriso biznesi globalizaciis pirobebSi....... 18 Tavi II. saerTaSoriso bazrebi da biznessaqmianobis ZiriTadi centrebi .................... 25 2.1. CrdiloeT amerikis qveynebis bazrebi ............................. 27 2.2. dasavleT evropis qveynebis bazrebi................................ 30 2.3. aRmosavleT da centraluri evropis qveynebis bazrebi....................................................................................... 32 2.4. aziis qveynebis bazrebi......................................................... 34 2.5. afrikis da axlo aRmosavleTis qveynebis bazrebi ...... 46 2.6. samxreT amerikis qveynebis bazrebi .................................. 49 Tavi III. saerTaSoriso biznesis garemo .................... 55 3.1. saerTaSoriso biznesis garemos arsi da saxeebi .......... 55 3.2. gare faqtorebis struqtura ............................................. 60 3.3. saerTaSoriso biznesis samarTlebrivi garemo............ 63 3.4. saerTaSoriso biznesis politikuri garemo................. 67 3.5. saerTaSoriso biznesis ekonomikuri garemo ................ 70 3.6. saerTaSoriso biznesis teqnologiuri garemo............ 73 3.7. saerTaSoriso biznesis kulturuli eTikuri da socialuri garemo ................................................................. 76 3.8. saerTaSoriso biznesi da bunebrivi garemo .................. 81 Tavi IV. saerTaSoriso vaWroba: Teoria da praqtika........................................................................................ 88 4.1. merkantilizmis Teoria da politika .............................. 88 4.2. absoluturi upiratesobis (a.smiTis) Teoria .............. 92 4.3. fardobiTi upiratesobis (d. rikardos) Teoria.......... 95 4.4. warmoebis faqtorebis Tanafardobis hekSer-olinis Teoria da misi testireba (leontievis paradoqsi)..... 98 4.5. saerTaSoriso vaWrobis alternatiuli Teoriebi...... 101 4.6. linderis moTxovnasTan Tanafardobis hopoteza ...... 103 3 4.7. produqtis saerTaSoriso sasicocxlo cikli ............. 105 4.8. maikl porteris saerTaSoriso konkurenciis Teoria ....................................................................................... 107 4.9. saerTaSoriso savaWro politikis miznebi da ZiriTadi mimarTulebebi ..................................................... 110 4.10. saerTaSoriso savWro politikis instrumentebi...... 118 Tavi V. ucxouri investiciebi......................................... 129 5.1. kapitalis saerTaSoriso moZraobis formebi............... 129 5.2. transerovnuli kompaniebis roli globalizaciis pirobebSi da misi ganviTarebis etapebi .......................... 132 5.3. pirdapiri ucxouri investiciebis Teoriebi................ 139 5.4. pirdapiri ucxouri investiciebis ekonomikuri efeqtianoba.............................................................................. 145 5.5. pirdapiri ucxouri investiciebisa da saerTaSoriso vaWrobis urTierTkavSiri................................................... 154 Tavi VI. saerTaSoriso ekonomikuri TanamSromloba da saerTaSoriso biznesi ............. 160 6.1. saerTaSoriso organizaciebis tipologia.................... 160 6.2. garTianebuli erebis organizacia (gaero ..................... 164 6.3. ekonomikuri TanamSromlobisa da ganviTarebis organizacia ............................................................................. 169 6.4. vaWrobis msoflio organizacia (WTO)/ tarifebisa da vaWrobis generaluri SeTanxmeba (GATT) ........................ 171 6.5. didi rviani .............................................................................. 179 6.6. navTobis eqsportiori qveynebis organizacia (OPEC).....180 6.7. integraciuli dajgufebebi evropaSi ............................. 182 6.8. ekonomikuri integraciuli gaerTianebuli amerikaSi.................................................................................... 191 6.9. ekonomikuri integraciuli gaerTianebebi aziaSi ...... 200 6.10. ekonomikuri integraciuli dajgufebebis Camoyalibebis perspeqtivebi afrikaSi............................ 205 Tavi VII. saerTaSoriso biznesis strategiuli marTva ............................................................................................ 213 7.1. saerTaSoriso strategiis amocanebi da elementebi................................................................................ 213 7.2. saerTaSoriso strategiis SemuSaveba ............................. 221 7.3. saerTaSoriso strategiebis doneebi .............................. 225 7.4. sagareo bazrebze SeRwevis strategiebi ........................ 234 4 Tavi VIII. saerTaSoriso strategiuli aliansebi...................................................................................... 243 8.1. kompaniebis saerTaSoriso TanamSromloba ................... 243 8.2. erToblivi sawarmoebi.......................................................... 246 8.3. strategiul aliansSi gaerTianebis motivebi .............. 249 8.4. startegiuli aliansis formebi ........................................ 253 8.5. starategiuli aliansebis sasicocxlo cikli ............. 256 Tavi IX. saerTaSoriso organizaciuli struqturebi da kontroli ............................................... 263 9.1. organizaciuli struqturebis arsi ................................ 263 9.2. globaluri organizaciuli struqturebi.................... 266 9.3. centralizacia da decentralizacia.............................. 281 9.4. kontrolis funqcia saerTaSoriso biznesSi ................ 284 Tavi X. lideroba da muSakTa qceva saerTaSoriso kompaniebSi............................................... 296 10.1. individis qceva saerTaSoriso kompaniebSi ................. 296 10.2. motivacia saerTaSoriso kompaniebSi............................ 304 10.3. lideroba saerTaSoriso kompaniebSi ............................ 309 10.4. gadawyvetilebebis miReba saerTaSoriso biznesSi ... 314 10.5. jgufebi da gundebi saerTaSoriso kompaniebSi ......... 317 Tavi XI. saerTaSoriso marketingi ............................... 322 11.1. saerTaSoriso marketingi da biznes-strategiebi..... 322 11.2. standartizacia an adaptacia .......................................... 325 11.3. produqtis strategia......................................................... 330 11.4. faswarmoqmnis politika saerTaSoriso biznesSi...... 335 11.5. stimulireba .......................................................................... 341 11.6. saerTaSoriso distribucia ............................................. 349 Tavi XII. saerTaSoriso operaciaTa menejmenti ................................................................................... 358 12.1. saerTaSoriso operaciaTa menejmentis buneba .......... 358 12.2. saerTaSoriso operaciaTa menejmentis strategiuli aspeqtebi ..................................................... 360 12.3. saerTaSoriso operaciaTa menejmentis sirTuleebi............................................................................ 363 5 12.4. miwodebis jaWvis marTva da warmoebis vertikaluri integracia ............................................................................. 365 12.5. sawarmoo simZlavrebis ganTavsebis adgili ................ 376 12.6. saerTaSoriso logistika da maragebis marTva........... 384 12.7. efeqtianobis marTva saerTaSoriso kompaniebSi ....... 390 12.8. xarisxis marTva saerTaSoriso kompaniebSi................. 393 Tavi XIII. saerTaSoriso biznesis finansuri garemo............................................................................................. 400 13.1. saerTaSoriso savaluto sistema da misi evolucia ....400 13.2. saerTaSoriso savaluto bazari...................................... 417 13.3. kapitalis saerTaSoriso bazari ..................................... 432 Tavi XIV. saerTaSoriso finansuri menejmenti .... 441 14.1. saerTaSoriso vaWrobis finansuri aspeqtebi............. 441 14.2. savaluto riskebis marTva ................................................ 452 14.3. sabrunavi kapitalis marTva.............................................. 457 14.4. ucxouri kapitaldabandebebis Sefaseba ...................... 460 14.5. kapitalis dafinansebis saerTaSoriso wyaroebi....... 462 Tavi XV. saerTaSoriso finansuri aRricxva da dabegvra........................................................................................ 465 15.1. saerTaSoriso finansuri aRricxvisa da dabegvris arsi........................................................................................... 465 15.2. saerTaSoriso dabegvra ..................................................... 480 Tavi XVI. adamianuri resursebisa da SromiTi urTierTobebis saerTaSoriso marTva..................... 493 16.1. adamianuri resursebis marTvis Taviseburebani........ 493 16.2. adamianuri resursebis gamoyenebis specifika ........... 496 16.3. eqspstriantebis gamoyenebis mizezebi .......................... 497 16.4. saerTaSoriso menejerebis SerCeva................................ 498 16.5. `eqspstriantebis marcxis~ mizezebi .............................. 501 16.6. treningebisa da menejmentis ganviTarebis programebi ............................................................................. 505 16.7. samuSaos Sefaseba................................................................. 510 16.8. Sromis anazRaureba............................................................. 512 16.9. saerTaSoriso SromiTi urTierTobani......................... 517 6 Tavi I saerTaSoriso biznesis arsi da zogadi daxasiaTeba Sesaswavli sakiTxebi: 1. saerTaSoriso biznesis arsi da Seswavlis aqtualoba; 2. saerTaSoriso biznesis Seswavlis mniSvneloba; 3. saerTaSoriso biznesis formebi; 4. saerTaSoriso biznesi globalizaciis pirobebSi. 1.1. saerTaSoriso biznesis arsi da Seswavlis aqtualoba saerTaSoriso biznesis arsis srulyofilad gagebisaTvis, upirveles yovlisa, aucilebelia srulad gvesmodes termin ,,biznesis~ mniSvneloba, romelic warmoadgens riskis pirobebSi mogebis an sxva raime Semosavlis misaRebad ganxorcielebul saqmianobas. Tu es saqmianoba xorcieldeba ori an meti qveynis partnioris mier, an saqmiani operaciebi sruldeba erTi an ramdenime qveynis saxelmwifo sazRvris gadakveTiT, warmoiSoba saerTaSoriso biznesi. saerTaSoriso biznesis klasikur magaliTs warmoadgens: sxva qveyanaSi an qveynebSi saqonlis gatana gasayidad; erT qveyanaSi nedleulis da masalebis Sesyidva da meore qveyanaSi (erovnul qveyanaSi) Semotana mosaxmarad an Semdgomi gadamuSavebis mizniT; erTi qveynidan meoreSi aramaterialuri Rirebulebis (nou-hau , patenti da a.S.) gatana misi realizaciis mizniT da piriqiT; erTi qveynidan kapitalis gatana meore qveyanaSi produqciisa da momsaxurebis sawarmoeblad da maSasadame, Semosavle7 bis (mogebis) misaRebad; erTi qveynisgan meoresTvis kreditis gadacema da a.S. saerTaSoriso biznesis ganmxorcielebeli mxareebi SeiZleba iyvnen fizikuri da iuridiuli pirebi, saxelmwifo da kerZo kompaniebi, calkeuli kompaniebi, kompaniaTa jgufebi da sxv. rogorc cnobilia, saerTaSoriso biznesi gansxvavdeba qveynis SigniT ganxorcielebuli biznesisgan. zogadi gansxvaveba mdgomareobs imaSi, rom Siga biznesi daiyvaneba iseTi saqmiani operaciebis Sesrulebaze, romlebic ar scildeba erTi qveynis sazRvrebs, maSin roca, saerTaSoriso saqmiani operaciebi kveTs sazRvrebs. konkretuli TvalsazrisiT ki saerTaSoriso biznesi Siga biznesisgan gansxvavdeba zogierTi sxva niSniTac, romelTa Soris aRsaniSnavia Semdegi: — sxvadasxva qveynebs, romlebic Cabmulni arian saerTaSoriso biznesSi, gaaCniaT da iyeneben sxvadasxva valutebs, rac sul mcire erTi mxaris mier mainc aucilebels xdis am valutebis konvertirebas; — TiTqmis yovelTvis arsebobs saerTaSoriso biznesSi monawile sxvadasxva qveynebis samarTlebriv sistemebs Soris gansxvavebis didi albaToba, rac aiZulebs erT an ramdenime mxares Seitanos koreqtivebi Tavis moqmedebebSi, raTa isini moiyvanos qveynis (adgilobriv) kanondeblobasTan SesabamisobaSi. ufro metic, zogierT SemTxvevaSi sxvadasxva qveynebis sakanonmdeblo normebi SeiZleba SeuTavsebeli aRmoCndnen, rac metad arTulebs gadasaWreli problemas; — sxvadasxva qveynebis erebs Soris yovelTvis arsebobs kulturuli gansxvavebani, rac saerTaSoriso biznesSi Cabmul calkeul mxares aiZulebs Tavisi qcevis strategiebis formireba moaxdinos meore mxaris molodinis Sesabisad; — saerTaSoriso biznesSi monawile (an msurvel) mxares gaaCnia warmoebis faqtorebis garkveuli Semadgenloba da moculoba. magaliTad, erT mxares Tavis gankar8 gulebaSi SeiZleba gaaCndes bunebrivi resursebis didi maragebi, magram ar yavdes kvalificiuri samuSao Zala, maSin roca meore mxares gaaCnia maRalkvalificuri samuSao Zala da amavdroulad ganicdis bunebrivi resursebis naklebobas. amrigad, qveynebi gansxvavdebian warmoebis faqtorebis uzrunvelyofis doniT, rac zrdis urTierTdamokidebulebis dones. zemoT aRniSnulis miuxedavad, umetes SemTxvevaSi is sabazo Cvevebi da codna, romlebic aucilebelia rogorc saerTaSoriso biznesis, ise Sida saqminobis operaciebis warmatebulad marTvisaTvis, ar gansxvavdebian Tavisi ZiriTadi arsiT. kerZod, es Seexeba menejrebs, romlebic muSaoben marketingis, dagegmvis, kadrebsa da sxva sferoebSi. magram, amasTan eWvs ar iwvevs is faqtic, rom saerTaSoriso biznesSi dakavebuli menejerebis muSaobis sirTulis done (saerTaSoriso biznesis menejmentis marTvis sirTulis done) mniSvnelovnad maRalia im analogiur samuSaosTan SedarebiT, romelic sruldeba erTi qveynis SigniT. saerTaSoriso biznesSi dakavebuli specialistebi kargad unda iyvnen gaTviTcnobierebulni sxvadasxva qveynebs Soris arsebuli kulturis, kanonmdeblobis, politikur da socialur gansxvavebaTa sakiTxebSi. aseTi specialistebis valdebulebebSi Sedis im qveynebis sworad SerCeva, sadac unda gaiyidos kompaniis produqcia da SeZenil iqnes aucilebeli resursebi. garda amisa, maTve unda moaxdinon kompaniis ucxouri Svilobili firmebis saqmianobis koordinacia. 1.2. saerTaSoriso biznesis Seswavlis mniSvneloba saerTaSoriso biznesis Seswavlis mniSvneloba Tanamedrove etapze SeiZleba ganxiluli iqnes sxvadasxva 9 kuTxiT. kerZod, misi mniSvneloba sayuradReboa produqciisa da momsaxurebis mwarmoeblebisaTvis, kompaniis marTvaSi dakavebuli muSakebisaTvis (gansakuTrebiT marTvis umaRlesi da saSualo donis rgolebSi dakavebuli muSakebisaTvis), kompaniis saqmianobis gaSuqebiT dakavebuli pirebisaTvis, sxvadsaxva profilis specialistebisaTvis da a.S. magram am SemTxvevaSi ZiriTadi yuradReba gamaxvilebuli iqneba im mniSvnelobaze, romelic saerTaSoriso biznesis Seswavlas gaaCnia studentebisaTvis. amJamad arsebobs mravali mizezi imisa, raTa studentebma ufro Rrmad Seiswavlon saerTaSoriso biznesi. erT-erTi mTavari mizezi mdgomareobs imaSi, rom Tanamedrove etapze msxvili kompaniebi, sadac momavalSi yofili studentebis ZiriTadma nawilma unda imuSaon, an pirdapiri gziT axorcieleben saqmian operaciebs sxva qveynebSi, an sxva gzebiT arian CarTulni ekonomikis globalizaciis procesSi. amitom studentma, rogorc momavalma specialistma, imisaTvis, rom miaRwios warmatebas da gaikeTos kargi kariera, agreTve sasargeblo kontaqtebi daamyaros sazRvargareTis menejerebTan, kargad unda erkveodes saerTaSoriso biznesis sakiTxebSi. es sakiTxebi sul ufro did mniSvnelobas iZens msoflios masStabiT da maTi kargi codnis gareSe SeuZlebelia msxvilma kompaniam miaRwios seriozul warmatebas biznesSi. magaliTad, yofili studentis da SemdgomSi ukve menejeris, romelic msxvil kompaniaSi iwyebs moRvaweobas, pirveli davaleba SeiZleba iyos monawileobis miReba romelime proeqtis realizaciaSi, romlis ganxorcielebaSic aseve monawileobas iReben sxvadasxva qveynis warmomadgenlebi (menejerebi). saerTaSoriso biznesis safuZvlebis codna aucileblad daexmareba am menejers ufro Rrmad gaerkves am proeqtis formirebis mizezebSi, biznesSi da mis winaSe dasmul amocanebSi, agreTve gamonaxos kolegebTan urTierTqmedebis efeqtiani gzebi. 10 garda aRniSnulisa ,,saerTaSoriso biznesis~ Seswavlis aucilebloba SeiZleba gamowveuli iyos imiT, rom momavalma specialistma, romelic muSaobas iwyebs romelime ucxouri korporaciis kuTvnilebaSi arsebul kompaniaSi, saWiroa icodes am qveyanaSi biznesis Taviseburebebi. aseTi magaliTebi bevria msoflioSi. kerZod, rogorc irkveva, 6,4 mln amerikeli muSaobs sazRvargareTis kompaniebSi, romelTa Svilobili kompaniebi ganlagebulia aSS teritoriaze. meore mxriv, amerikuli korporaciebis sazRvargareT arsebul Svilobil kompaniebSi dakavebulia evropis, aziis, afrikis, avstraliis, laTinuri amerikis 8,1 mln mcxovrebi1. bolo periodSi gamoikveTa situacia, romlis Tanaxmad mcire kompaniebi sul ufro metad ebmebian saerTaSoriso biznesSi. aseT kompanias SeiZleba dasWirdes sazRvargareT masalebis SeZena an mowyobilobaTa gamoyeneba, aseve, Caebas konkurenciaSi sazRvargareTis konkurentebTan Tavisi produqciis qveynis sazRvrebs gareT gatanis SemTxvevaSi. saqme isaa, rom warsulSi sagareo bazarze gasvlisaTvis aucilebeli iyo produqciis gamanawilebeli centrebis Seqmna, aseve, savaWro markis aRiarebis uzrunvelyofa calkeul qveyanaSi da mTeli rigi sxva samuSaoebis ganxorcieleba, rac mniSvnelovan danaxarjebTan iyo dakavSirebuli. yovelive amis gakeTeba ki SeeZlod ZiriTadad mxolod msxvil kompaniebs. Tanamedrove pirobebSi ki, rodesac swrafad viTardeba saerTaSoriso vaWroba komunikaciis eleqtronuli saSualebebis gamoyenebiT, metad kargi axali SesaZleblobebi Seeqmna mcire kompaniebsac sazRvargareTis bazrebze gasasvlelad. amJamad, kargad damuSavebuli Web-gverdi SesaZleblobas aZlevs nebismier kompanias, misi sididids miuxedavad, Se1 Гриффин Р., Пастей М., Международный бизнес, и.е. изд. англ., под ред, А. Г. Медведева, СПБ.: Питер, 2006. стр.47 11 aRwios sazRvargareTis bazrebze da gaafarToos kidec calkeul qveyanaSi misi fizikuri yofnis gareSe. aseTi SesaZlebloba arsebiTad amartivebs mcire kompanias msoflio bazarze gasvlis process. garda amisa, axali informaciuli teqnologiebis, kerZod, internetis gamoyeneba mcire firmebs saSualebas aZlevs Seamciron danaxarjebi da warmatebiT gauwion konkurencia msxvil kompaniebs. es dasturdeba sxvadasxva praqtikuli magaliTebiT. mcire firmebSi zemoT aRniSnulis warmatebiT ganxorcieleba ki aucileblad moiTxovs menejerebis mier saerTaSoriso biznesis safuZvlebis dauflebas. saerTaSoriso biznesis Seswavlis aucileblobis kidev erTi mizezi mdgomareobs imaSi, rom ucxour bazrebze gasuli kompaniis menejerebma ar unda dauSvan momaval konkurentebTan CamorCena. Tanamedrove pirobebSi studentebi, romlebic swavloben bizness umaRles saswavleblebSi (gansakuTrebiT es Seexeba evropis qveynebs), aucileblad euflebian ucxo enebs, bevrs mogzauroben sazRvargareT da sxvadasxva qveynebSi muSaobisas iZenen praqtikul gamocdilebas. bevr universitetSi menejmentis programebiT gaTvaliswinebulia erTi semestriT ucxo qveyanaSi studentis gasvla. aseve studentebi, romlebic ganaTlebas Rebuloben aziis qveynebSi, cdiloben Rrmad Seiswavlon sxva qveynebis bazrebi da kultura. gansakuTrebiT es Seexeba CrdiloeT amerikis qveynebs da evropas. aseve, saerTaSoriso biznesis Seswavla aucilebelia imisaTvis, rom viyoT marTvis teqnologiebis sferoSi miRweuli warmatebebis saqmis kursSi. magaliTad, iaponiaSi damuSavda da praqtikaSi dainerga materialuri maragebis marTvis axali meTodi, romelmac miiRo saxelwodeba ,,zustad droulad~ (,,zustad droSi~) (IT, juast-in-time). am sistemis muSaobisas momwodeblebi valdebulni arian uzrunvelyon kompania ZiriTadi resursebiT miTiTebul misamarTze maTze moTxovnis warmoSobis mixedviT. iseTi 12 kompaniebi, rogoricaa Volvo, romelic mdebareobs evropaSi da Honda, mdebare iaponiaSi, iyvnen im kompaniaTa ricxvSi, romlebmac pirvelebma gamoscades Sromis organizaciis iseTi axali meTodebi, rogoricaa uflebamosilebaTa delegireba, xarisxis wreebi, avtonomiuri da mravalfunqciuri muSa jgufebi. am meTodebis danergvis mizani iyo muSakTa Sromis mwarmoeblurobisa da Tavisi samuSaoTi kmayofilebis donis amaRleba. zogadi TvalsazrisiT (rac misaRebia msoflios yvela qveynisaTvis) saerTaSoriso biznesis Seswavlis aucilebloba gamowveulia imiT, rom amaRldes momavali menejerebis kompetenturoba sxvadasxva qveynis kulturis codnis sferoSi, ris gareSec SeuZlebelia kompaniam, romelSic mocemuli menejeri muSaobs, miaRwios raime seriozul warmatebas saerTaSoriso biznesSi. kompaniis saerTaSoriso biznesSi Cabma da misi Semdgomi ganviTareba moiTxovs kompaniis menejerebis mier kontaqtebis damyarebas da mis gafarToebas kolegebTan, momxmareblebTan, mimwodeblebTan, konkurentebTan, romlebic sxvadasxva qveyanaSi imyofebian da gansxvavebuli kulturuli memkvidreoba gaaCniaT. yvela maTganTan ki normaluri biznes-urTierTobebis damyareba SeuZlebeli iqneba, Tu menejers ar ecodineba maTi kulturuli Taviseburebani. amrigad, zemoT CamoTvlili saerTaSoriso biznesis Seswavlis ZiriTadi mizezebi gaTvaliswinebul unda iqnes msoflios nebismieri qveynis kompaniis xelmZRvanelobis mier. magram, amasTan erTad, saWiroa am mizezebis gansazRvrisas angariSi gaewios mocemuli qveynis im specifikur socialur-ekonomikur, politikur, kulturul Taviseburebebsac, romlebic mas gaaCnia mocemul situaciaSi. magaliTad, saqarTveloSi saerTaSoriso biznesis Seswavlis aucileblobis mizezebs SeiZleba daematos zogierTi sxva mizezi, romelic ganpirobebulia im gansxvavebuli faqtorebiT, rac aq moqmedebs. kerZod, gaTvaliswinebuli unda iqnes is garemoeba, rom saqarTvelos 13 damoukideblad saerTaSoriso bazarze gasvlis saSualeba sul axlaxan, socialisturi sistemis daSlis Semdeg mieca da pirvelad uxdeba saerTaSoriso biznesTan dakavSirebuli sakiTxebis Seswavla, rac kidev ufro aZlierebs saqarTveloSi studentebis mier am disciplinis Seswavlis aucileblobas. 1.3. saerTaSoriso biznesis formebi msoflios sxvadasxva qveynis mewarmeTa (saqonlisa da momsaxurebis mwarmoebelTa) Soris ekonomikuri urTierTobebis Casaxva da ganviTareba, istoriuli TvalsazrisiT, eqsport-importis formiT daiwyo. SemdgomSi ki msoflioSi farTod gavrcelda saerTaSoriso biznesis sxva formebic. eqsport-importi gulisxmobs qveynebs Soris saqonlisa da momsaxurebis gacvlaTa erTobliobas, romelic ZiriTadad urTierTsargeblianobisa da Sromis saerTaSoriso danawilebis princips efuZneba. msoflioSi mimdinare mecnierul-teqnologiuri progresi da qveynebis ekonomikaSi momxdari struqturuli cvlilebebi, rac aRrmavebs warmoebis specializacias, iwvevs saerTaSoriso vaWrobis (eqsport-importis) gaaqtiurebas. eqsport-importi, romlic ganisazRvreba qveynebs Soris sasaqonlo da momsaxurebis nakadebis moZraobiT, ufro maRali tempiT izrdeba, vidre maTi warmoeba. es ki, Tavis mxriv, xels uwyobs warmoebis ganviTarebas. sagareo vaWrobaSi saqarTvelo iyenebs ar Ricxvis ,,zogad meTods~, rac niSnavs, rom saqonlis eqsportimportis aRricxvis kriteriums misi qveynis sabaJo sazRvris gadakveTa warmoadgens. eqsporti aRricxulia FOB, anu esportiori qveynis frankosazRvris fasebSi. importi aRricxulia CIF, anu importiori qveynis franko-saz14 Rvris fasebSi, rac niSnavs, rom saqonlis fasSi CarTulia importiori qveynis sazRvramde misi transportirebisa da dazRvevis xarjebi. yvela saeqsporto-saimporto operacia iyofa or jgufad. pirvel jgufs miekuTvneba saqonliT (materialuri produqtebiT) vaWroba, rogoricaa nedleuli, masalebi, avtomobilebi, tansacmeli, kompiuterebi da sxv. zogierTi qveynis mTavrobis oficialur dokumentSi vaWrobis aseTi tipi aRiniSneba terminiT ,,saqonlis eqsport-importi~ (magaliTad aSS-Si aRiniSneba ase _ ,,Merchandise exports and imports~). zogierT qveyanaSi ki (didi britaneTi) am mizniT iyeneben termins ,,xiluli vaWroba~ (,,visible trade~) saeqsporto-saimporto operaciaTa meore jgufs miekuTvneba momsaxurebiT vaWroba (aramaterialuri produqtebiT vaWroba), anu momsaxurebis yvela saxe, romelic miekuTvneba momsaxurebis sferos, rogoricaa safinanso-sakredito (sabanko) momsaxureba, satransporto momsaxureba, saauditoro momsaxureba da mravali sxv. vaWrobis am tips zogierT qveyanaSi ewodeba ,,momsaxurebis eqsport-importi~, xolo zogierTSi — ,,araxiluli (uxilavi) vaWroba~. saerTaSoriso biznesis am formas, kerZod eqsports, Zalian bevr SemTxvevaSi gadamwyveti mniSvneloba eniWeba msxvili kompaniebis finansur warmatebaSi, radgan mTeli rigi kompaniebis produqciisa da momsaxurebis gayidvebis ZiriTadi nawili sazRvargareTis damkveTebze (myidvelebze) modis. magaliTad, kompania boingSi TviTmfrinavebis komerciuli gayidvebis 53% ucxoel damkveTebze modis, rac saSualebas iZleva Seiqmnas aTi aTasobiT samuSao adgili TviT kompaniaSi da ufro meti — saTadarigo nawilebisa da detalebis mimwodebel firmebSi. aseve, sakmaod xSirad sazRvargareTuli gayidvebi umniSvnelovanes rols TamaSobs mcire kompaniebSic. eqsports aseve didi mniSvneloba gaaCnia mTeli rigi qveynebis ekonomikur cxovrebaSi — magaliTad, mTlian Sida produqtSi 15 (mSp-Si) eqsportis xvedriTi wili 2008 wels Seadgenda: niderlandebSi 65,1%, kanadaSi 43,3%, indoneziaSi 38,5, germaniaSi 35,0%, safrangeTSi 28,2%, meqsikaSi 27,6%, did britaneTSi 13,4%, braziliaSi 13,4%, indoeTSi 11,2%, iaponiaSi 10,4%, aSS-Si 10,3%. saqarTvelos aRniSnuli maCvenebeli 2007 wels udrida 12,8%-s2. ucxouri investiciebi warmoadgens saerTaSoriso biznesis meore formas, romelsac gaaCnia iseTive didi mniSvneloba, rogorc eqsport-imports. ucxouri investiciis ganxorcieleba niSnavs erTi qveynis rezidentis mier meore qveynis rezidentisTvis kapitalis gadacemas gamosayeneblad. erT-erTi midgomiT aseTi investiciebi or jgufad iyofa: pirdapiri ucxouri da portfeluri investiciebi. pirdapiri ucxouri investiciia aris dabandebuli kapitali, romelic gamoiyeneba sxva qveynebSi sakuTrebis obieqtebis, aqtivebis da mTlianad kompaniebis Sesasyidad da realuri kontrolis gansaxorcieleblad. portfeluri investiciia gamoiyeneba ucxouri finansuri aqtivebis (aqciebi, obligaciebi, depozituri sertifikatebi) SesaZenad, romlis mizans ar warmoadgens kontrolis ganxorcieleba. saerTaSoriso saqmiani operaciebis (saerTaSoriso biznesis) sxva formebidan aRsaniSnavia licenzireba, frenSaizingi da mmarTvelobiTi kontraqtebi. licenzireba saerTaSoriso biznesSi gvTavazobs xelSekrulebis (kontraqtis) dadebas, romlis Tanaxmadac erT qveyanaSi arsebuli kompania gascems licenzias sxva qveynaSi arsebul kompaniaze Tavisi aramaterialuri aqtivis (patentis, savaWro markis, safirmo saxelwodebis, saavtoro uflebis, warmoebis saidumloebis) gamoyenebaze, garkveuli Tanxis gadaxdis sanacvlod 2 Гриффин Р., Пастей М., Международный бизнес, изд. сангл., под ред, А. Г. Медведева, СПБ.: Питер, 2006. стр.51 16 frenSaizingi aris licenzirebis gansakuTrebuli forma, romlis arsi mdgomareobs imaSi, rom erT qveyanaSi arsebuli kompania (frenSaizeri) sxva qveyanaSi arsebul kompanias (frenSaizi) gadascems nebarTvas Tavisi warmoebis teqnologiis, agreTve brendis, savaWro markis da logotipis gamoyenebaze, risTvisac axdevinebs Sesabamis Tanxas. marTvelobiTi kontraqti — esaa SeTanxmeba, romlis Tanaxmad erTi qveynis kompania aZlevs sxva qveyanaSi arsebul firmas Tanxmobas Tavisi kompaniis sawarmoo simZlavreTa marTvaze an sxva saxis mmarTvelobiT momsaxurebaze gansazRvruli Tanxis gadaxdis sanacvlod, romlis sididec mieTiTeba kontraqtSi. mmarTvelobiTma kontraqtma farTo gavrceleba hpova im SedarebiT ufro msxvil kompaniebSi, romlebic funqcionireben sastumroebis biznesSi. kompanias, romelic axorcielebs zemoT CamoTvlil saqmian operaciebs, SeiZleba ewodos saerTaSoriso kompania. saerTaSoriso kompania — esaa nebismieri is organizacia, romelic Tavis saqmianobas axorcielebs sazRvargareTis qveynebis rezidentebTan, kerZod firmebTan an saxelmwifo organizaciebTan dadebuli komerciuli garigebebis safuZvelze. esaa aseTi tipis kompaniis ufro formaluri gansazRvreba. termini ,,mravalerovnuli korporacia~, SemoklebiT mek (Multinational Corporation, MNS) gamoiyeneba im kompaniis aRsaniSnavad, romelic aqtiuradaa Cabmuli saerTaSoriso biznesSi. misi ufro zustad gansazRvra SeiZleba moxdes Semdegnairad: mravalerovnulia korporaciaa, romelic axorcielebs pirdapir ucxour investiciebs, agreTve flobs sazRvargareTis qveynebSi ganlagebul kompaniebs da akontrolebs maTSi Rirebulebis Seqmnis process. sazRvargareTuli aqtivebis flobasa da maTze kontrolis ganxorcielebasTan erTad, mravalerovnuli korporacie17 bi, rogorc wesi, yiduloben resursebs da awarmoeben produqcias da momsaxurebas mraval qveyanaSi, xolo Semdeg am saqonelsa da momsaxurebas yidian msoflios sxvadasxva qveyanaSi. mravalerovnuli korporaciebi saqmianobas koordinacias uweven saTao ofisebis meSveobiT. msoflios umsxviles mravalerovnul korporaciebs miekuTvnebian Wal-Mart (aSS), General Motors (aSS), Exxon Mobil (aSS), Royal Dutch/Shell Group (niderlandebi, didi britaneTi), BP (didi britaneTi), Ford-Motors (aSS), Daimler Chrsler (germania), Toyota Motors (iaponia) da sxv. 1.4. saerTaSoriso biznesi globalizaciis pirobebSi me-20 saukunis bolo aTwleulebSi da ocdameerTe saukuneSi saerTaSoriso biznesis zrdam iseTi masStabi miiRo, rom mravali mecnier-ekonomistis (espertis) azriT eWvs aRar iwvevs globalizaciis eris dadgoma. erTerTi midgomiT globalizacia — esaa ganuwyvetliv mimdinare, bazrebis, suverenuli saxelmwifoebisa da teqnologiebis investiciebis myari procesi, romelic saSualebas aZlevs calkeul pirebs, korporaciul da suverenul saxelmwifoebs ufro swrafad, vidre odesme yofila, minimaluri danaxarjebiT daamyaron Rrma kontaqtebi mTeli msoflios masStabiT ganTavsebul partniorebTan. ekonomikur literaturaSi gamoyofen mTel rig faqtorebs, romlebmac gavlena iqonia msoflio ekonomikisa da msoflios qveynebis integraciis gaZlierebaze. am faqtorebidan umTavresia socialisturi sistemis daSla 80—iani wlebis bolos, ris Sedegad aRmoifxvra msoflios komunistur da kapitalistur banakad dayofis praqtika. amis Semdgom periodSi mniSvnelovnad gaaqtiurda saerTaSoriso biznesi (samewarmeo saqmianoba) Ria baz18 rebze, Semcirda saxelmwifoebis Careva ekonomikaSi da daCqarda privatizaciis procesi. Semdeg faqtors warmoadgens teqnologiis srulyofis sferoSi miRweuli progresi, romelmac xeli Seuwyo integraciis gaRmavebas. msoflio ekonomikaze mowinave teqnologiis gavlenis karg magaliTs internetis msoflio qselis Seqmna warmoadgens. garda amisa, ekonomikis globalizaciaSi didi roli iTamaSa iseTma teqnologiurma siaxleebma, rogoricaa fiWuri telefoni, personaluri kompiuterebi, Tanamgzavruli kavSirebi da a.S. yvelaferma aman daaCqara kapitalis msoflio bazris formirebis procesi, eleqtronuli komerciis ganviTareba, momaragebis jaWvis Seqmna, agreTve saerTaSoriso vaWrobisa da saerTaSoriso investiciebis moculobis uprecedento zrda. eqspertTa erTi jgufis azriT, globalizacia migviyvans sazRvrebis gareSe msoflios Seqmnamde, romelSic suverenuli saxelmwifoebi sul ufro da ufro dakargaven TavianT gavlenas. specialistTa meore jgufi gamoTqvams eWvs am Sexedulebis mimarT. maTi azriT, iseTi movlena, rogoricaa globalizaciis procesi da suverenuli saxelmwifoebis arseboba, darCeba Tanamedrove cxovrebis ZiriTad, amasTan bevr SemTxvevaSi antagonistur faqtorebad. momaval aTwleulebSi erT-erTi urTulesi amocana, romelic idgeba politikuri liderebisa da msxvili biznesmenebis winaSe, mdgomareobs imaSi, rom gagebuli da SesaZleblobis farglebSi SeTanxmebul iqnes globaluri ekonomikis urTierTsawinaaRmdego, bevr SemTxvevaSi SeuTavsebeli moTxovnebi da msoflio qveynebis is interesebi, romlebic am ekonomikis safuZvels Seadgens. msoflio masStabiT, mravali eqspertis azriT, globalizacias gaaCnia dadebiTi mxareebi, magram amave dros igi araa dazRveuli naklovanebebisagan. saxeldobr, sayovelTaodaa cnobili is faqti, rom ganviTarebuli qveynebis kompaniebs TavianTi warmoeba pirvel rigSi ga19 daaqvT ganviTarebadi qveynebis teritoriaze. sadac SromiTi kanonmdebloba da garemos dacvis Sesaxeb arsebuli normebi, danaxarjebis moTxovnis TvalsazrisiT, imdenad msubuqia (aramkacria), rom TiTqmis ar arsebobs dacvis (Sesrulebis) aucilebloba. amitom es kompaniebi Tavis valdebulebad ar miiCneven maT Sesrulebas. ukanasknel periodSi saerTaSoriso biznesis zrda yvelasaTvis TvalsaCino da STambeWdavi gaxda. magram aucileblad ismis kiTxva, Tu ram ganapiroba aseTi ganviTarebis SesaZlebloba da ratom aris momavalSi saerTaSoriso biznesis kidev ufro metad ganviTarebis maRali albaToba? eqspertTa azriT, arsebobs am movlenis ori ZiriTadi mizezi: 1) kompaniis strategiuli miznebi (moTxovnebi), romlebic warmoadgenen globalizaciis procesis gaRrmavebis motivatorebs da 2) saerTaSoriso biznesis garemoSi momxdari cvlilebebi, romlebic xels uwyobs globalizaciis procesis gaZlierebas. aRniSnuli ZiriTadi mizezebidan gamomdinare, arsebobs mTeli rigi sabazro mizezebi, romlebic aiZuleben kompaniebs gaxdnen ufro globalurebi rogorc ganviTarebis saerTo kursis, ise yoveldRiuri praqtikuli sqmianobis kuTxiT. aseT strategiul mizezebs (upiratesobebs, imperativebs) miekuTvneba: kompniis sakvanZo upiratesobebis (kompetenciebis) gamoyeneba, resursebis SeZena ufro dabali fasiT, kompaniis axal bazrebze SeRweva, Tavis dargSi ufro efeqtiani konkurenciis gaweva. kompaniis sakvanZo upiratesobebis (kompentenciebis) gamoyeneba. globalizaciis erTderT umniSvnelovanes safuZvels sakvanZo kompetenciebis (upiratesobaTa) ufro farTod gamoyenebis SesaZlebloba warmoadgens, romelTa ganviTarebac SeZlo kompaniam Sida bazarze. sakvanZo kompetencia gansazRvravs im gansxvavebulad gamorCeul Zlier mxares an upiratesobas, romelsac pirvelxarisxovani mniSvneloba gaaCnia kompaniis warmatebuli saqmianobisTvis. axal bazarze sakvanZo kompen20 tenciebis gamoyenebiT kompanias SeuZlia gazardos Tavisi Semosavali da mogeba. amis magaliTad SeiZleba moviyvanoT sazRvargareTuli kompaniebi, radgan saqarTveloSi aseTi kompaniebis moZebna metad gaZnelebulia. saxeldobr, kompaniaSi ,,nokia~ SeimuSaves fiWuri telefonebis warmoebis uaxlesi teqnologia, romelic xalisiT iqna miRebuli momxmareblis mier fineTis Siga bazarze. kompaniis xelmZRvaneloba male mixvda, rom Semosavlebis da mogebis kidev ufro gadidebis SesaZlebloba eZleoda Tu telefonebis warmoebasa da gayidvas gaafarToebda sxva qveynebSic, rac warmatebiT iqna ganxorcielebuli. aseTi magaliTebi SeiZleba mravlad iqnes dasaxelebuli. resursebis SeZena ufro dabali fasiT. saerTaSoriso masStabiT biznesis ganxorcielebis kidev erTi umniSvnelovanesi safuZvelia dabal fasebad sawarmoo resursebis (masalebis, samuSao Zlis, kapitalis, teqnologiis) SeZenis aucilebloba. mTel rig SemTxvevebSi kompaniebi ganicdian sazRvargareTis qveynebSi resursebis SeZenis mwvave moTxovnas, radganac adgilobriv bazarze Sesabamisi resursebi an saerTod ar aris, an arasakmarisia moTxovnis srulyofilad dasakmayofileblad an kidev Zviria sxva qveynis bazrebTan SedarebiT. amis magaliTebi Zalian bevria. magaliTad, iaponiis kompaniebi xis masalebsa da xis nawarms yiduloben kanadaSi; msoflios yvela qveynis kompaniebi navTobs yiduloben axalo aRmosavleTisa da afrikis qveynebSi da a.S. gasaRebis axali bazrebis Zieba. biznesis gafarToebis mizniT gasaRebis axali bazrebis Ziebis aucilebloba warmoadgens erTderT mniSvnelovan mizezs kompaniis saerTaSoriso bazarze gasasvlelad. rodesac Siga bazari, sadac kompania yidis Tavis produqcias, mTlianad gajerebulia, am bazarze sul ufro Zneli xdeba maRali Semosavlis miReba da mogebis zrda. amitom saWiroa Sesabamisi gzebis Zieba mocemuli produqciis gayidvebis gasa21 farToveblad sazRvargareTis axal, formirebad bazarze gasvlisaTvis. dargSi konkurenciis ufro efeqturad warmarTva. kompaniis sazRvargareTis gasaRebis bazarze gasvlis erT-erT mizezs warmoadgens survili imisa, rom aamaRlos konkurentunarianoba da konkurentuli brZolis efeqtianoba im dargSi, romelSic igi moRvaweobs. garda zemoT aRniSnulisa, Tanamedrove kompaniebma TavianTi biznesis warmatebiT warmarTvisaTvis aucilebelia gaiTvaliswinon biznesgaremoSi momxdari is cvlilebebi, romlebic aRmocenda meore msoflio omis, gansakuTrebiT ki socialisturi sistemis daSlis, Semdgom periodSi. aseve gasaTvaliswinebelia is mudmivad mimdinare cvllebebi, romlebic xdeba biznesis gare garemos ZiriTadi faqtorebis mixedviT. saerTaSoriso biznesSi am mxriv gansakuTrebiT mniSvnelovania iseTi faqtorebi, rogoricaa politikuri garemos cvlileba, teqnologiuri garemos cvlileba da a.S. anu am SemTxvevaSi igulisxmeba iseTi faqtorebi, romlebic moqmedeben qveynebis sazRvrebs miRma arsebul makrogaremoSi da saerTaSoriso mniSvneloba gaaCniaT. faqtobrivad, isini saerTaSoriso biznesgaremos faqtorebs warmoadgenen. politikuri garemos cvlileba. meoce saukunis pirvel naxevarSi vaWrobis gafarToebis mizniT kompaniebis sazRvrvargareTis axal bazrebze gasvlas xels uSlida sxvadasxva qveynebis mTavrobebis mier SemoRebuli barierebi. pirveli msoflio omis Semdeg bevrma qveyanam (aSS, safrangeTi, did britaneTi, germania da a.S.) SemoiRo tarifebi da kvotebi importul saqonelze. imavdroulad xelsayreli pirobebi Seuqmnes erovnul kompaniebs saqonlis warmoebaze samTavrobo kontraqtebis SeTavazebiT. amis Sedegad 30-ian wlebSi saerTaSoriso vaWrobisa da saerTaSoriso investiciebis moculoba arsebiTad Semcirda. magram meore msoflio omis Semdgom periodSi es praqtika mTlianad gadaisinja da vaWrobiT dakavebul 22 ZiriTad qveynebs Soris moxda molaparakeba sabaJo tarifebisa da kvotebis Semcirebis, agreTve am qveynebis teritoriaze pirdapir ucxour investiciebze dawesebuli SezRudvebis gauqmebis Taobaze. mravali am SeTanxmebidan miRweul iqna tarifebisa da vaWrobis Sesaxeb generaluri SeTanxmebis dadebis procesSi, agreTve vaWrobis msoflio organizaciis Zalisxmevis Sedegad. teqnologiuri garemos cvlileba. msoflios qveynebis mTavrobebis mier teqnikuri da teqnologiuri politikis sferoSi ganxorcielebulma pozitiurma cvlilebebma xeli Seuwyo saerTaSoriso biznesis ganviTarebas. ganakuTrebiT kavSirgabmulobis (komunikaciis) sistemebis, satransporto saSualebebis da informaciis damuSavebis saSualebebis sferoSi danergilma siaxleebma saerTaSoriso biznesi ufro advilad gansaxorcielebeli da momgebiani gaxada. sakontrolo kiTxvebi: 1. ra aris saerTaSoriso biznesi? 2. riT gansxvavdeba saerTaSoriso biznesi qveynis SigniT ganxorcielebuli biznesisgan? 3. ra mniSvneloba aqvs studentebis mier `saerTaSoriso biznesis~ Seswavlas? 4. saerTaSoriso biznesis ganxorcielebis ra ZiriTadi formebi arsebobs amJamad msoflioSi? 5. riT gansxvavdeba saqonlis eqsport-importi momsaxurebis eqsportisa da importisgan? 6. rogoria portfeluri investiciebi? 7. daasaxeleT saerTaSoriso biznesis gafarToebis ZiriTadi mizezebi. 8. ra gavlenas axdens interneti saerTaSoriso biznesze? 23 9. ra ZiriTadi gansxvavebebi SeiZleba arsebobdes erovnul da saerTaSoriso kompaniebs Soris? literatura: 1. Sengelia T., globaluri biznesi, Tb., 2010; 2. gigiaSvili o., strategiuli menejmenti, Tb., 1998; 3. jolia g., sagareo-ekonomikuri urTierTobebi, Tb., 2005; 4. Гриффин Р., Пастей М., Международный бизнес, 4-е изд., Пер. сангл., под ред. А.Г. Медведева, СПБ.: Питер, 2006. 24 Tavi II saerTaSoriso bazrebi da biznessaqmianobis ZiriTadi centrebi Sesaswavli sakiTxebi: 1. CrdiloeT amerikis qveynebis bazrebi; 2. dasavleT evropis qveynebis bazrebi; 3. aRmosavleT da centraluri evropis qveynebis bazrebi; 4. aziis qveynebis bazrebi; 5. afrikis da axlo aRmosavleTis qveynebis bazrebi; 6. samxreT amerikis qveynebis bazrebi. mokle mimoxilva Tanamedrove etapze saerTaSoriso biznessa da ekonomikaSi lideri poziciebi ukavia aSS-s, evrokavSirs, CineTsa da iaponias. evrokavSiri warmoadgens msoflioSi saqonlisa da momsaxurebis erT-erT mniSvnelovan eqsportiorsa da importiors. eqsportis moculobiT evrokavSirs ukavia I adgili msoflioSi (mxolod calke aRebuli germania msoflios #1 eqsportiori iyo 20032008 wlebSi, xolo 2009 wels #2 eqsportioria. 2009 wels CineTze modioda saqonlis msoflio eqsportis 9,6%, germaniaze — 9%, aSS-ze — 8,5%, iaponiaze 4,7% da safrangeTze 3,8%. aseve, aSS-ze modioda saqonlis msoflio importis 12,7%, CineTze — 8%, germaniaze — 7,4%, safrangeTze — 4,4% da iaponiaze — 4,4%3. 3 Eurostat. Statistische Bücher. Europa in Zahlen. Eurostat Jahrbuch 2008. Europäische Gemeinschaften, 2008. 25 Tanamedrove etapze msoflioSi ekonomikuri da biznessaqmianoba ZiriTadad Tavmoyrilia qveynebis jgufSi, romelsac ewodeba ,,sameuli~ (am qveynebSi Sedian evrokavSiris qveynebi, aSS da iaponia) an ,,oTxeuli~ (,,sameulis~ qveynebi plus CineTi. ,,oTxeulis~ qveynebi awarmoeben msoflios mSp-is mniSvnelovan nawils. araerTi cnobili eqsperti darwmunebulia imaSi, rom Tu msxvili tnk-ebi da tnb-ebi miznad isaxaven gauswron ZiriTad konkurentebs TavianT dargSi, maSin isini unda iyvnen konkurentunarianebi ,,oTxeulis~ qveynebis bazarze. mravalma tnk-m aRiara globaluri masStabiT konkurentunariani brZolis warmoebis mniSvneloba sakuTari produqciis momxmarebelTa segmentis gafarToebis mizniT. globaluri strategiuli azrovneba tipuria iseT dargebSi, rogoricaa aviagadazidvebi, sabaJo saqme, fasian qaRaldebiT vaWroba, saavtomobilo mrewveloba, gamoTvliTi teqnikis warmoeba- realizacia da sxv. cxrili 2.1. evrokavSiris, aSS-isa da iaponiis mSp (1999-2007 mlrd evro, 2009 w mlrd aSS dolari) evrokavSiri 27 aSS iaponia 1999 2000 2001 2002 2003 2004 2005 2006 2007 2009 8,558 9,173 9,549 9,911 10,077 10,577 11,035 11,641 12,304 16,447 8,696 10,629 11,309 11,072 9,690 9,395 9,985 10,496 10,075 14,256 4,102 3,707 3,666 5,057 4,580 4,162 3,744 3,485 3,197 5,068 es ar niSnavs, rom saerTaSoriso biznesis sferos menejerebs SeeZloT ,,oTxeulis~ qveynebis farglebs gareT arsebuli bazrebis ignorireba. gavlili ori aTwleulis ganmavlobaSi am bazrebidan mravali izrdeba gacilebiT ufro swrafi tempiT, vidre ,,oTxeulis” qveynebis bazrebi. saerTaSoriso kompaniebis menejerebi unda flobdnen biznesis sawarmoeblad SesaZleblobaTa yovelmxriv da Rrma gagebas eqvsive kontinentze. swored amitom mocemul TavSi: ,,saerTaSoriso bazrebi da biznessaqmianobis 26 ZiriTadi centrebi~ warmodgenilia msoflios calkeuli bazris mokle mimoxilva. ganviTarebuli da ganviTarebadi qveynebis sagareo savaWro-ekonomikur kavSirebSi erT-erT gadamwyvet rols asruleben tnk-ebi. 2009 wels msoflios 500 umsxviles kompaniaTa Soris aSS-ze modis 140 kompania, iaponiaze — 68, safrangeTze — 40, germaniaze — 39, CineTze — 37, didi britaneTze — 26, Sveicariaze — 15, niderlandebze — 12, espaneTze — 11, italiaze — 10, SvedeTze — 6, belgiaze — 5 da a.S4. 2.1. CrdiloeT amerikis qveynebis bazrebi CrdiloeT amerikas miekuTvneba iseTi qveynebi, rogoricaa: aSS, kanada, meqsika, agreTve, centraluri amerika da karibis auzis qveynebi. es qveynebi awarmoeben msoflio mSp-is mniSvnelovan nawils. aSS aSS-s mesame adgili ukavia msoflioSi mosaxleobis raodenobis (CineTisa da indoeTis Semdeg) da meoTxe adgili — teritoriis (ruseTis, kanadis da CineTis Semdeg) mixedviT; aSS-s aqvs msoflioSi yvelaze didi ekonomika. 2009 wels aSS-is mSp-ma 14,2 trln aSS dolari Seadgina. aSS-s gaaCnia erT sul mosaxleze CrdiloeT amerikis qveynebs Soris Semosavlis yvelaze maRali maCvenebeli. teritoriisa da ekonomikur-politikuri stabilurobis wyalobiT, aSS-s, romlis wilad modis msoflio saqonlisa da momsaxurebis vaWrobis mniSvnelovani nawili. aSS mniSvnelovani bazaria ganviTarebadi ekonomikis mqone qveynebisTvisac. aseve, aSS dolari warmoadgens msoflios #1 sarezervo da saangariSsworebo saSualebas. 4 http://money.cnn.com/magazines/fortune/global500/2008/countries/US.html 27 2008 wels aSS-is saqonlis eqsportis moculobam 1300 mlrd aSS dolari, xolo importma — 2165 mlrd aSS dolari Seadgina. cnobilia, rom tnk-ebi did zegavlenas axdenen saerTaSoriso savaWro da sainvesticio saqmianobaze. 2008 wels msoflios 500 umsxviles korporacias Soris yvelaze meti 153 swored aSS-is iyo. aseve, araerTi umsxvilesi korporaciiis Stab-bina aSS-is teritoriazea. amJamad msoflioSi yvelaze umxvilesi korporaciaa Wal–Mart Stores, romlis gayidvebma 379 mlrd aSS dolari, xolo mogebam 12,7 mlrd aSS dolari Seadgina. kanada kanadas ukavia meore adgili msoflioSi teritoriis farTobis mixedviT, xolo qveynis mosaxleoba Seadgens mxolod 34 mln adamians. kanada msoflios erT-erTi umsxvilesi eqsportiori da importiori qveyanaa. 2008 wels kanadis saqonlis eqsportis moculobam 455 mlrd aSS dolari, xolo importma — 408 mlrd aSS dolari Seadgina. kanadis mSp-ma 2008 wels 1,5 trln aSS dolari Seadgina. eqsportis yvelaze mniSvnelovani sasaqonlo jgufebia: xe-tyis resursebi, navTobi, sasrgeblo wiaRiseuli, xorbali da sxv. aSS kanadis saqonlis gasaRebis ZiriTadi bazaria; aSS-is wilad modis kanadis eqsportis wliuri moculobis sam meoTxedze meti. kanadis eqsportis 79% da importis 55% aSS-ze modis. bolo wlebSi kanada izidavs saerTaSoriso investorebs aSS-is udides bazarTan Tavisi siaxlovis gamo, agreTve, politikuri da sakanonmdeblo sistemis stabilurobis wyalobiT. kanadis maRalganviTarebul infrastuqturas, agreTve, misi ganaTlebis sistemas Seaqvs TavianTi wvlili qveynis ekonomikis rentabelobis uzrunvelyofaSi. msoflios 500 umsxviles korporacias Soris 14 modis kanadaze. 28 meqsika meqsika, romelic amJamad aris erT-erTi yvelaze msxvili espanurenovani qveyanaa, gamoacxada Tavisi damoukidebloba XX saukunis dasawyisSi. meqsika saprezidento saxelmwifoa, magram meqsikaSi mTavrobis meTauris prezidentis arCeva xdeba eqvs weliwadSi erTxel. XX saukunis naxevris ganmavlobaSi meqsikis mTavrobam danerga ekonomikuri nacionalizmis programa, romelic Sesabamisad meqsikaSi ar iqna waxalisebuli ucxouri investiciebi da SemoRebul iqna sagareo vaWrobaze maRali satarifo SezRudvebi, romlebsac miznad hqondaT adgilobrivi kompaniebis dacva. magram ukanaskneli ori aTwleulis ganmavlobaSi meqsikis mTavrobam uari Tqva aseT ekonomikur politikaze da gaixsna qveynis bazrebi ucxouri saqonlisa da investiciisaTvis. aTasobiT ucxour kompanias meqsikaSi gaxsnili aqvs filialebi da Sesabamisad xels uwyoben qveynis socialur-ekonomikur ganviTarebas. 2008 wels meqsikis saqonlis eqsportis moculobam 291 mlrd aSS dolari, xolo importma — 309 mlrd aSS dolari Seadgina (msoflio eqsportis 2,8 da importis 3%)5. meqsikis mSp-ma 2008 wels 1,1 trln aSS dolari Seadgina. msoflios 500 umsxviles korporacias Soris meqsikaze modis mxolod. centraluri amerikisa da karibis auzis qveynebi aSS-is, kanadisa da meqsikis garda, CrdiloeT amerikis kontinentze ganTavsebulia kidev ori aTeuli qveyana, romlebic iyofian or kategoriad geografiuli mdebareobis mixedviT: centraluri amerika da karibis auzis kunZulovani saxelmwifoebi. am qveynebis mosaxleobis saer5 Eurostat. Statistische Bücher. Europa in Zahlen. Eurostat Jahrbuch 2008. Europäische Gemeinschaften, 2008. 29 To raodenoba 75 mln-s Seadgens, rac TiTqmis orjer aRemateba kanadis mosaxlebis raodenobas. am qveynebis sagareo ekonomikur urTierTobebSi mniSvnelovani poziciebi ukavia aSS-s, kanadasa da meqsikas. 2.2. dasavleT evropis qveynebis bazrebi dasavleT evropis qveynebi miekuTvnebian msoflioSi erT-erTi yvelaze warmatebuli, bendieri da gabrwyinebuli qveynebis ricxvs. es qveynebi ipyroben biznesmenTa yuradRebas, romlebic cdiloben sakuTari produqciis gayidvas am bazrebis msyidvelunarian mosaxleobaze. dasavleT evropis qveynebi SeiZleba davyoT or jgufad: qveynebi, romlebic arian evrokavSiris wevrebi da regionis sxva qveynebi. cnobilia, rom evrokavSirma daarsebidan dRemde eqvsi warmatebuli gafarToeba ganicada da misi wevri saxelmwifoebis raodenoba 6-dan (belgia, safrangeTi, germaniis federaciuli respublika, italia, luqsemburgi da niderlandebi), 27 mde gaizarda6: pirveli gafarToeba (1973 w.). eqvs damfuZnebel qveyanas Soris integraciuli procesebis warmatebam motivacia misca danias, irlandiasa da gaerTianebul samefos, rom SeetanaT ganacxadi evropul TanamegobrobaSi gawevrianebis Sesaxeb. 1973 wlis 1 ianvars ganxorcielda pirveli gafarToeba da Tanamegobrobis wevri qveynebis ricxvi eqvsidan cxramde gazarda. meore gafarToeba (1981 w.). 1981 wlis 1 ianvars evropul Tanamegobrobas SeuerTda saberZneTi da wevrTa raodenoba aTamde gaizarda. mesame 6 Weidenfeld, Werner (Hrsg.): Europa Handbuch. 2. Aufl. Gütersloh, Verlag Bertelsmann Stiftung, 2002. Die EU in der Welt. Die Außenpolitik der Europäischen Union. Europäische Kommission, Luxemburg, 2007. 30 gafarToeba (1986 w.). 1986 wlis 1 ianvars TanamegobrobaSi gaerTianda kidev ori qveyana — espaneTi da portugalia. Sesabamisad wevrTa raodenoba 12-mde gaizarda. meoTxe gafarToeba (1995 w.). 1995 wlis 1 ianvars evrokavSirs SeuerTda kidev sami qveyana — avstria, fineTi da SvedeTi. wevrTa raodenoba 15 gaxda. mexuTe gafarToeba (2004 w.). mexuTe gafarToeba yvelaze masStaburi iyo. evrokavSirs SeuerTda 10 axali wevri qveyana: estoneTi, latvia, litva, poloneTi, CexeTi, slovakeTi, ungreTi, slovenia, kviprosi da malta. 2004 wlis 1 maisidan evrokavSiri ukve 25 wevr qveyanas iTvlis. meeqvse gafarToeba (2007 w.). 2007 wlis 1 ianvridan evrokavSirs bulgareTi da rumineTi SeuerTdnen da gaerTianebis wevri qveynebis raodenoba 27-mde gaizarda. Tanamedrove etapze regionul integraciul dajgufebaTa Soris yvelaze metad ganviTarebuli evropuli integraciaa. misi mamoZravebeli Zala upirveles yovlisa savaWro-ekonomikuri integraciaa, romelic iTvaliswinebs ekonomikuri ganviTarebis daCqarebas, mosaxleobis cxovrebis donis gaumjobesebas da saerTaSoriso TanamegobrobaSi kavSiris poziciis gaZlierebas. evrokavSiris ganviTarebis erT-erTi pozitiuri momenti isaa, rom misi wevrebis ekonomikam integrirebis maRal xarisxs miaRwia. mniSvnelovnad gaizarda qveyanaTSorisi vaWrobis wili am qveynebis sagareo vaWrobaSi. es maCvenebeli aseve swrafad izrdeba axal wevr qveynebSi. aranakleb mniSvnelovania: saqonlisa da momsaxurebis saerTo bazari, kapitalisa da samuSao Zalis Tavisufali gadaadgileba, wevri qveynebis SeTanxmebuli ekonomikuri politika, erToblivi valuta, savaluto politika da sxv. dasavleT evropis qveynebi, romlebic evrokavSiris SemadgenlobaSi ar arian: islandia, Sveicaria, andora, monako da lixSenSteini. 31 2.3. aRmosavleT da centraluri evropis qveynebis bazrebi msoflios arcerT regions ar ganucdia iseTi mniSvnelovani da kardinaluri cvlilebebi ekonomikaSi, rogorc aRmosavleT da centralur evropis qveynebs, romlebic amJamad gadian komunizmidan sabazro urTierTobebze gadasvlis mtkivneul gzas. 1991 wels sabWoTa kavSiris daSlis Sedegad aRmosavleT evropaSi gaCnda 15 damoukidebeli saxelmwifo. centraluri evropis SemadgenlobaSi Sedian iseTi qveynebi, rogoricaa albaneTi, avstria, agreTve, bulgareTi, CexeTi, slovakeTi, ungreTi, poloneTi da rumineTi. garda amisa, centralur evropaSi Sedian Semdegi saxelmwifoebic: bosnia da hercogovina, xorvatia, makedonia, slovenia, agreTve, serbia. aRsaniSnavia, rom aRniSnuli jgufis qveynebis erTma nawilma moaxerxa evrokavSirTan daaxloeba da gawevrianeba. yofili sabWoTa kavSiris qveynebi sabWoTa socialisturi respublikebis kavSiri (ssrk) gaCnda ruseTis imperiis daSlis Sedegad, romelic mohyva mis marcxs pirvel msoflio omSi. istoriuli wyaroebidan cnobilia, rom 1917 wels komunisturma partiam moipova kontroli ruseTis mTavrobaze da muSebisa da glexebis saxeliT daafuZna sabWoTa kavSiri. komunistebma akrZales sabazro sistema, gaauqmes kerZo sakuTreba, agreTve, ganaxorcieles qveynis vrceli, mdidari miwebis koleqtivizacia. yvela am moqmedebam saSualeba misca maT SeemcirebinaT mefis mmarTvelobis dros arsebuli Semosavlebis udidesi uTanasworoba. am mimarTulebiT komunistebis warmatebebis miuxedavad, qveynis mosaxleobis cxovrebis done mniSvnelovnad ufro dabali iyo dasavleTis demokratiul saxelmwifoebSi cxovrebis donesTan SedarebiT. 32 1991 wels sabWoTa kavSiris daSlas mohyva 15 respublikis mier damoukideblobis gamocxadeba. 1992 wels 12 damoukidebeli saxelmwifo (baltiispireTis qveynebis — estoneTis, latviisa da litvis garda) daaarsa damoukidebel saxelmwifoTa Tanamegobroba (dsT). aRniSnul qveynebSi ruseTs ukavia pirveli adgili msoflioSi teritoriis mixedviT (msoflio farTobis 11,5%), mecxre adgili mosaxelobis raodenobiT (142 mln kaci), mSp-is moculobiT merve adgili (1,7 trln aSS dolari). qveyana mdidaria bunebrivi resursebiT, maT Soris, oqroTi, navTobiT, bunebrivi airiT, sasargeblo wiaRiseuliT, almasebiT da sxv sabWoTa kavSiris daSlas mohyva integraciuli procesebi yofil sabWoTa respublikebSi, rasac Tan axlda garkveuli sirTuleebi. damoukidebel saxelmwifoTa Tanamegobroba daarsda 1991 wlis 8 dekembers q. minskSi ruseTs, belaruss da ukrainas Soris gaformebuli xelSekrulebis safuZvelze. maT miiRes gadawyvetileba sabWoTa kavSiris funqcionirebis Sewyvetisa da damoukidebel saxelmwifoTa Tanamegobrobis Seqmnis Sesaxeb. 1991 wlis bolos ki yazaxeTSi dafiqsirda dsT-Si monawile saxelmwifoebi: ruseTi, belarusi, ukraina, yazaxeTi, yirgizeTi, moldova, tajikeTi, uzbekeTi, TurqmeneTi, azerbaijani da somxeTi. saqarTvelo dsT-s SeuerTda 1993 wlis 3 dekembers dsT-is Sesabamisi gadawyvetilebis safuZvelze. dsT-is Stab-bina mdebareobs q. minskSi. aRsaniSnavia, rom 2008 wlis 14 agvistos qarTulma mxarem miiRo gadawyvetileba dsT-dan gamosvlis Sesaxeb. centraluri evropa centraluri evropis qveynebi, romlebmac gaiziares yofili sabWoTa kavSiris politikuri kursi, waawydnen seriozul problemebs centraluri evropis qveynebSi komunisturi mTavrobis damxobis Semdeg. sabWoTa kavSiris mier Seqmnili sagareo vaWrobis regionuli sistema 33 daiSala da yofili ssrk-is saxelmwifo — satelitebs mouxdaT garantirebul saeqsperto bazrebis dakargvasTan Segueba. centraluri evropis qveynebi, iZulebulni iyvnen moexdinaT TavianTi ekonomikis restruqturizacia da gadasuliyvnen centraluri dagegmvis sabazro sistemaze. CexeTis respublikam, ungreTma da poloneTma arsebiTad gansazRvres centraluri evropis sxva qveynebi ekonomikis restruqturizaciis sakiTxebSi, Tumca yvela isini ganviTarebis sxvadasxva gziT wavidnen. am qveynebma ufro meti pirdapiri ucxouri investicia moizides, vidre es maTma mezoblebma moaxerxes. garda amisa, CexeTis respublika, ungreTi da poloneTi gaxdnen eTgo-sa, nato-s wevrebi. 2004 wels ki es qveynebi warmatebiT SeuerTdnen evrokavSirs. albaneTSi, bulgareTsa da rumineTSi ekonomikuri reformebi mimdinareobda SedarebiT neli tempiT. qveynebSi, romlebic Sediodnen yofili iugoslaviis SemadgenlobaSi, Seiqmna SedarebiT ufro mZime situacia. mxolod sloveniam SeZlo Tavidan aecilebina qaosi, romelic Tan axlda iugoslaviis daSlas. 2007 wels bulgareTi da rumineTi SeuerTdnen evrokavSirs. 2.4. aziis qveynebis bazari azia, romlis teritoriaze cxovrobs mTeli msoflios mosaxleobis naxevarze meti, awarmoebs msoflio mSp-is 25%-s, magram metad mzardia aziis roli saerTaSoriso biznesSi. am regionSi iwarmoeba rogorc maRalxarisxiani, ise dabalxarisxiani produqcia. garda amisa, es regioni aris kvalificiuri da arakvalificiuri samuSao Zalis wyaro. erTi mxriv, azia warmoadgens tnk-ebidan ucxouri investiciebis ZiriTad mimRebs. meore mxriv, regioni aris aziis farglebs gareT arsebul qveynebSi kapita34 lis mTavari mimwodebeli. kidev ufro mniSvnelovania is faqti, rom aziis qveynebis mewarmeebi sul ufro mkacr konkurencias uwevdnen CrdiloeT amerikisa da evropis qveynebis kompaniebs, rac aiZulebs am qveynebis mewarmeebs gazardon sakuTari sawarmoebis mwarmoebluroba da gaaumjobeson produqciis xarisxi. iaponia meore msoflio omis Semdeg iaponia, kunZulovani saxelmwifo, romlis mosaxleobaa 127 mln, aRdga nangrevebidan da gaxda qveyana, romelsac ekonomikuri maCveneblebiT meore adgili ukavia msoflioSi (2008 wels iaponiis mSp-ma Seadgina 4,9 trln aSS dolari), agreTve, iaponia ,,oTxeulis~ erT-erTi yvelaze gavleniani wevria. ukanaskneli 50 wlis ganmavlobaSi iaponiis swrafi ganviTareba nawilobriv aisaxeba mWidro urTierTobiT ekonomikis samrewvelo seqtors, sagareo vaWrobisa da mrewvelobis saministros Soris (ekonomikis, vaWrobisa da mrewvelobis saministro). saministro iyenebda mTel Tavis oficialur Zalauflebas, agreTve, araoficialur berketebs, raTa moexdina qveynis saukeTeso kompaniebis sawarmoo da sainvesticio strategiis swori mimarTulebiT orientireba. magaliTad, meore msoflio omis Semdeg saministrom rekomendacia misca iaponiis kompaniebs, daebandebinaT saxsrebi mrewvelobis iseT sabazo dargebSi, rogorebicaa: avtomSenebloba, foladis mrewveloba da gemTmSenebloba. mas Semdeg, rac sxva qveynis kompaniebma, agreTve, daiwyes aqtiurad moqmedeba am dargebSi, iaponiis tnk-ebma aqcenti gadaitanes avtomobilebis, sayofacxovrebo eleqtronikisa da sawarmoo mowyobilobebis warmoebaze. XXI saukunis dasawyisidan iaponiis ekonomikuri zrdis tempi mniSvnelovnad Semcirda. 1990 wlidan dawyebuli mSp-is zrdis saSualo — wliurma tempma Seadgina 1,3% (aSS-Si es maCvenebeli udris 3,5%-s, kanadaSi - 3%-s). 35 mravali eqsperti SeSfoTebulia imiT, rom iaponiis rogorc ekonomikur, ise politikur sistemas ar SeuZlia sakmaod swrafad eleqtronuli komerciis swraf ganviTarebasTan dakavSirebiT msoflio ekonomikaSi mimdinare cvlilebebiTan Segueba. garda amisa, eqspertTa nawili akritikebs iaponiis moqmed savaWro politikas arasamarTliani meTodebis gamoyenebisTvis, sagareo bazris saeqsporto saqonlebis gayidvis mizniT, iyenebs ra amave dros mravalricxovan arasatarifo barierebs imisaTvis, rom SezRudos Siga bazarze saqonelTa importi. avstralia da axali zelandia avstralia da axali zelandia — es ekonomikuri TvalsazrisiT tradiciulad ori Zlieri saxelmwifoa. kulturuli memkvidreobis erTobis miuxedavad, am or qveyanas Soris, aris mravali arsebiTi gansxvaveba. avstraliis mosaxleoba Seadgens 21 mln kacs, romlis ZiriTadi nawili cxovrobs 2,97 mln kvadratuli milis farTobis teritoriaze. radgan kontinentis umetesi nawilis klimati mSralia, avstraliis TiTqmis mTeli mosaxleoba koncentrirebulia ufro notio sanapiro raionebSi. avstralia mdidaria bunebrivi resursebiT, magram amave dros ganicdis samuSao Zalis naklebobas. Sedegad, praqtikulad saqonlis eqsportis mTeli moculoba, romelic 2007 wels 100 mlrd evro, xolo importma 124 mlrd evro. eqsportSi ZiriTadad warmodgenilia: bunebrivi resursebi (oqro, rkinis madani, qvanaxSiri), agreTve, sasoflo-sameurneo produqcia (Sali, xorci da xorbali) da sxv. aqve SevniSnavT, rom avstralia teritoriis sididiT msoflioSi meeqvse adgilzea, masze modis msoflio farTobis 5,2%. axali zelandiis oTxmilioniani mosaxleoba cxovrobs or kunZulze — ufro mWidrod dasaxlebul CrdiloeT kunZulze da ufro Tvalwarmtac samxreT kunZulze, romlis klimati arc iseTi zomieria, rogorc Crdi36 loeT kunZulis klimati. ekonomikaSi saxelmwifos Carevis Sewyvetis, agreTve, 1980-ian wlebSi saxalxo meurneobis privatizaciis procesis ganxorcielebis Sedegad axalma zelandiam moipova msoflioSi sabazro ekonomikaze orientirebuli politikis maqsimalurad gamoyenebisaken globaluri Semobrunebis erT-erTi lideris reputacia. saqonliT vaWrobas gansakuTrebiT didi mniSvneloba aqvs qveynisTvis. eqsportis moculobam Seadgina mSp-is 28%. axali zelandiis eqsportis naxevarze meti modis saZovrebis gamoyenebis bazaze warmoebul produqciaze. qveynis eqsportSi ZiriTad warmodgenilia: rZis produqti, xorci da matyli. qveynebze, rogorebicaa avstralia, iaponia da aSS, axali zelandiis sagareo-savaWro operaciaTa daaxloebiT naxevari modis. ,,oTxi vefxvi~. wynari okeanis azia _ msoflios erT-erTi regionia, sadac mrewveloba viTardeba swrafi tempiT. 1945 wlis Semdeg samxreT koream, taivanma, singapurma da hong kongma iseT did warmatebebs miaRwies, rom isini msoflioSi erTad gaxdnen cnobili krebsiTi saxelwodebiT ,,oTxi vefxvi~. am qveynebs, axal industriul qveynebsac uwodeben. samxreT korea. koreis respublika, rogorc ufro metad cnobilia saxelwodebiT ,,samxreT korea~, gaCnda ,,civi omis~ Sedegad, romelmac koreis naxevarkunZuli gayo or nawilad — komunistur CrdiloeT koread da kapitalistur samxreT koread. 1953 wels koreis omis dasrulebis Semdeg, samxreT korea gaxda msoflios erTerTi yvelaze swrafad ganviTarebuli qveyana. 2007 wels samxreT koreis saqonlis eqsportma 262 mlrd evro, xolo importma 253 mlrd evro Seadgina (msoflio eqsportis 3,7 da importis 3,4%). qveynis mSp-ma 2008 wels 950 mlrd aSS dolari Seadgina. msoflios 500 umsxviles korporacias Soris 15 modis samxreT koreaze. samxreT koreis ekonomikur ganviTarebas xeli Seuwyo mWidro TanamSromlobam qveynis mTavrobasa da koreis 37 ekonomikaSi gabatonebuli mdgomareobis mqone daaxloebiT ocdaaT kerZo saojaxo segments Soris. mravali mimarTulebiT koreis mTavrobas hqonda mcdeloba miyoloda iaponuri kompaniebis mier gakvalul gzas, kerZod, gamoeyenebina iseTi meTodebi, rogorebicaa eqsportis xelSewyoba, ekonomikis saxelmwifo marTva da qveynis industrializacia msxvili ekonomikuri gaerTianebebis bazaze. samwuxarod, koreis ekonomikuri zrda SeaCera savaluto krizma, romeslac adgili hqonda aziis qveynebSi 1997-1998 wlebSi. am krizisis Sedegad qveyana waawyda seriozul finansur sirTuleebs. zogierTma koreulma kompaniam gaakeTa Sesabamisi dakveTebi da krizisidan gamovida kidev ufro mtkice da moqnili ekonomikuri TvalsazrisiT. ase magaliTad, komapania Samsung-ma, SezRuda korporaciuli interesebis sfero. kompaniis umaRlesma xelmZRvanelobam miiRo gadawyvetileba imis Sesaxeb, rom kompaniis mTeli resursis mimarTva moexdinaT eleqtromowyobilobebis warmoebaze. amJamad kompania Samsung liderobs mexsierebis mikrosqemebis, monitorebis, DVD-pleerebis, mobiluri telefonebis da sxvadasxva bazarze. miuxedavad amisa, krizisidan gamosvlis procesi iyo sakmaod mtkivneuli, radgan kompania Samsung-is xelmZRvanelobas mouxda Tavisi muSakebis TiTqmis naxevris ganTavisufleba, agreTve, gaeyida is qvedanayofebi, romlebic dakavebulebi iyvnen kompaniisTvis meorexarisxovani mniSvnelobis mqone saqmianobis mimarTulebebiT. sxva kompaniebic, iseTebi, rogorebic arian Hyundai da Daewoo, axlac awarmoeben brZolas TavianTi yofili didebis aRsadgenad. maT imperiebis zogierTi qvedanayofi miyides ucxoel mflobelebs, sxvebi TavianT beds elodebian sasamarTloebSi gakotrebis Sesaxeb saqmeebis ganxilvisas. taivani. taivani, romelic xSirad moxseniebulia, rogorc CineTis respublika, patara saxelmwifoa, romlis mosaxleoba Seadgens 22 mln kacs. ekonomikis ZiriTa38 di komponentis saxiT kerZo saojaxo kompaniebis gamoyenebam agreTve, saeqsporto vaWrobaze orientaciam saSualeba misca taivans gamxdariyo erT-erTi qveyana, romelic ukanaskneli sami aTaswleulis ganmavlobaSi ukavia lideris pozicia msoflioSi ekonomikuri zrdis tempebis mixedviT: drois am monakveTis ganmavlobaSi qveynis ekonomikuri zrdis saSualo wliurma maCvenebelma Seadgina 8%-ze meti. msoflios 500 umsxviles korporacias Soris 5 modis taivanze taivanis ekonomikuri ganviTarebis tempi imdenad didi iyo, rom am qveyanas ukve ar SeeZlo ewarmoebina konkurentuli brZola, rogorc dabalanazRaurebadi samuao Zalis gamoyenebisas bazaze moqmedi samrewvelo cenrs. swored amitom taivanuri kompaniebi bolo dros TavianT Zalisxmevas mimarTavdnen ekonomikis ufro momgebian dargebze, romlebic iZlevian saSualebas arsebiTad iqnes gazrdili dabandebuli resursebis Rirebuleba (magaliTad, avtomobilebis gamoSvebasa da eleqtromowyobilobebis warmoebaze). miuxedavad amisa, es kompaniebi uwindeliviT saWiroebdnen dabalanseburad muSaobas. CineTsa da taivans Soris urTierTobebis problemebis miuxedavad, taivanis kompaniebi sul ufro met saxsrebs abandebdnen CineTis teritoriaze arsebul qarxnebSi, raTa hqondeT ase aucilebeli dabalansebulad samuSao ZalTan wvdoma. singapuri. britaneTis yofili kolonia singapuris respublika patara kunZulovani saxelmwifoa. imisaTvis, rom daeZlia qronikuli umuSevroba, romelmac moicva qveyana 1965 wels damoukideblobis mopovebis Sedegad, singapuris mTavroba Tavidanve gansakuTrebul mniSvnelobas aniWebda mrewvelobis Sromatevadi dargebis ganviTarebas. msgavsi ekonomikuri politika aRmoCnda imdnad warmatebuli, rom male singapuri gadavida ekonomikis ufro momgebian dargebze, iseTebze, rogoricaa navTobis gadamuSaveba da madnis qimiuri gamdidreba, agreT39 ve, maralteqnologiur dargebze, iseTebze, rogoricaa bioteqnologiuri da kompiuterebis warmoeba. 4,5 mln-iani singapuri amJamad ganicdis samuSao Zalis naklebobas. singapuri mniSvnelovan warmatebebs aRwevs reeqsportis mimarTulebiT. singapuris kompaniebi moxerxebulad sargeblobdnen SesaniSnavi saporto nagebobebisa da mowyobilobebis upiratesobebiT da iyenebdnen maT ucxouri saqonlis Semosatanad SemdgomSi am saqonlis sxva qveynebSi (kerZod, mezobel malaiziaSi) gataniT. garda imisa, rom singapuri aris navTobis gadamuSavebis centri da mniSvnelovani porti, is kvalificur finansur momsaxurebasa da kavSirgabmulobis sistemaTa sferos sTavazobs wynari okeanis auzis qveynebs. singapuri male gaxdeba maRali teqnologiebis regionuli centri. singapuri msoflios erT-erTi umsxvilesi eqsportioria. 2007 wels singapuris saqonlis eqsportis moculobam 212 mlrd evro, xolo importma — 181 mlrd evro Seadgina (msoflio eqsportis 3% da importis 2,4%). singapuris mSp-ma 2008 wels 182 mlrd aSS dolari Seadgina. msoflios 500 umsxviles korporaciaTa Soris masze modis mxolod 1. hong kongi. 1860 wels didma britaneTma Tavis daqvemdebarebaSi miiRo qalaqi kouluni CineTis kontinentur nawilze, xolo 1898 w. mas 99 wliT usasyidlo ijariT gadaeca materikis nawili, romelic cnobilia~ axali teritoriebis~ saxelwodebiT. ijaras vada gauvida 1997 wlis 1 ivliss. am dRes CineTma kvlav miiRo politikuri kontroli hong kongze. CineTis mTavrobam hong kongs mianiWa gansakuTrebuli administraciuli regionis statusi. aseTi statusi hong kongisTvis uzrunvelyofs avtonomiurobis sakmaris xarisxs. hong kongs gaaCnia sakuTari kanonmdebloba, sargeblobs ekonomikuri damoukideblobiT, gaaCnia Tavisufali portis statusi da iyenebs calkeul sagadasaxado sistemas. qveyana yvela am privilegiiT isargeblebs 2047 wlamde.. 40 Rrma, daculi navsadguris irgvliv mdebare honkongi TamaSobs ,,fanjris~ rols, romelic xsnis gzas CineTis nawilze; swored amitom is Zalze mimzidvelia saerTaSoriso biznesisaTvis. hong kongis mier dakavebul mcire teritoriaze cxovrobs TiTqmis 7 mln adamiani, rac uzrunvelyofs maRalganviTarebuli, maRalproduqtiuli samuSao Zalis miwodebas mrewvelobis iseTi dargebisTvis, rogoricaa safeiqro dargebisa da eleqtromowyobilobebis warmoeba. garda amisa, hong kongi sabanko da safinanso momsaxurebas sTavazobs aRmosavleT aziis qveynebis umravlesobas. hong kongis mosaxleobis saerTo kulturis maRali donis, agreTve, qveynis xelsayreli geografiuli mdebareobis Sedegad iqca is faqti, rom hong kongis mewarmeebi mraval SemTxvevaSi saSuamavlo momsaxurebebs sTavazoben CineTTan biznesis warmoebis msurvel mTeli msoflios kompaniebs. hong kongSi warmatebiT moqmedebs tvirTgadasacleli werti CineTidan momavali tranzituli tvirTebisaTvis. hong kongis porti saqonls iRebs CineTidan, romlis Semdeg amzadebs maT gadasatvirTad msoflios sxva qveynebSi da piriqiT. 2007 wels hong-kongis saqonlis eqsportis moculobam 247 mlrd evro, xolo importma — 250 mlrd evro Seadgina (msoflio eqsportis 3,5% da importis 3,3%). hong kongis mSp-ma 2008 wels 215 mlrd aSS dolari Seadgina. CineTi CineTi 1,346 mlrd mosaxleobiT (msoflio mosaxleobis 19,5%) aris yvelaze udidesi qveyana msoflioSi. garda amisa, CineTi — erT-erTi uZvelesi saxelmwifoa, romelmac gamoiara rigi imperatorebis mmarTveloba. samoqalaqo omma SesaZlebeli gaxada iaponiis SeWra CineTSi 1931 wels. meore msoflio msoflio omis dasasruls iaponlebis gandevnis Semdeg samoqalaqo omi ganaxlda, sa41 boloo angariSiT 1949 wels mao Zedunis komunisturma Zalebma daamarcxes nacionalisturi armia. maos gardacvalebis Semdeg, 1976 wels CineTis mTavrobis mier miRebul iqna qveynis ganviTarebis programa SezRuduli Tavisufali bazris proncipiT. soflis meurneobaSi nawilobriv iqna aRdgenili kerZo sakuTreba, xolo mewarmeebs miecaT ufleba, gaexsnaT mcire kompaniebi, iseTebi, rogorebicaa restornebi an msubuqi mrewvelobis sawarmoebi. ucxour kompaniebs neba daerTo gaexsnaT erToblivi sawarmoebi Cinur firmebTan. yvela am reformis Sedegad mkveTrad gaizarda CineTis ekonomikaSi pirdapiri ucxouri investiciebis moculoba, ramac miiyvana qveyna swraf ekonomikur ganviTarebamde, agreTve, politikuri Tavisuflebis miRebaze Cineli xalxis imedebis aRorZinebamde. CineTi midis Tavisi ganviTarebis unikaluri gziT. CineTi atarebs Tavisufal bazarze orientirebul politikas. saxelmwifo sawarmoebi, romelbic cnobilni arian TavianTi dabali mwarmoeblurobiTa da iaffasiani nayalbevebiT, ibrZvian gadarCenisaTvis. 1998 wlidan dawyebuli, am sawarmoebidan ganTavisuflebul iqna 28,5 mln muSaki, ramac gamoiwvia mTel qveyanaSi socialuri mRelvareba da politikuri arastabiluroba. meore mxriv, CineTis ekonomikis aqtiurad moqmedma kerZo seqtorma miipyro mTeli msofliodan mravali kompaniis yuradReba. qveyanaSi pirdapiri ucxouri investiciebis moculoba mkveTrad gaizarda 1992 wlis Semdeg. gansakuTrebul yuradRebas imsaxurebs ganviTarebuli qveynebis tnk-ebis mier CineTis ekonomikaSi Cadebuli mzardi investiciebi. es investorebi CineTs aRiqvamdnen, rogorc Sromismoyvare, dabalanazRaurebadi samuSao Zalis — saqonlis wyaros, romelic sul ufro iSviaTi xdeba maT qveynebSi. ukanaskneli drois ganmavlobaSi CineTis qalaqebma ganicades mZafri ekonomikuri ganviTareba, rac ar SeiZleba iTqvas qveynis sasoflo raionebze, sadac cxovrobs daax42 loebiT 900 mln kaci. CineTis soflisa da qalaqis mosaxleobis cxovrebis dones Soris gazrdili wyvetilobis aRmofxvra, warmoadgens erT-erT ZiriTad amocanas, romlis gadaWra mouwevT CineTis liderebs. CineTi msoflios pirveli umsxvilesi eqsportiori qveyanaa 2009 wlidan da warmoadgens metad mzard savaWro-ekonomikur da politikur Zalas. CineTi erTaderTi mniSvnelovani gamowvevaa ganviTarebuli qveynebis globalur savaWro-ekonomikur urTierTobebSi. aRniSnuli qveynebis Ria ekonomika da liberaluri savaWro politika didad uwyobs xels CineTis eqsportis zrdas da, Sesabamisad, mis socialur-ekonomikur ganviTarebas. vaWrobis msoflio organizaciaSi CineTis miReba, marTlac, mniSvnelovani win gadadgmuli nabijia msoflio vaWrobis ganviTarebisa da srulyofis mimarTulebiT. 2009 wels CineTis saqonlis eqsportis moculobam 1431 mlrd aSS dolari, xolo importma — 1133 mlrd aSS dolari Seadgina. CineTis mSp-ma 2008 wels 4,4 trln aSS dolari, xolo 2009 wels 4,9 trln aSS dolari Seadgina anu miuxedavad msoflio finansuri krizisisa, misi mSp wina welTan SedarebiT gaizarda 8,7%-iT. msoflios 500 umsxviles korporaciaTa Soris 30 modis CineTze. indoeTi indoeTis mosaxleobis raodenobiT (1,189 mlrd kaci) meore adgili ukavia msoflioSi. indoeTi britaneTis imperiaSi Sedioda 1947 wlamde. 1971 wels indoeTis axladwarmoqmnilma saxelmwifom gadmoiRo britaneTis saxelmwifo sistemis mravali niSani, maT Soris, marTvis saparlamento sistema, damoukideli sasamarTlo organoebis Zlieri sistema da sxv. meore msoflio omis Semdeg qveyanaSi batonobda saxelmwifo sakuTreba, ekonomikis ZiriTadi dargebis sawarmoebze, maT Soris energetikuli mrewvelobis kompaniebze, satransporto kompaniebsa da mrewvelobis sawarmoebze. saxelmwifo sakuTreba gaxda 43 qveynis ekonomikur ganviTarebaze mimarTuli indoeTis mTavrobis moqmedebaTa sakvanZo elementi. indoeTis biurokratiuli aparati SeiZleba aRmoCndes metad Semaferxebeli am qveyanaSi biznesis warmatebiT sawarmoeblad. 1991 wlamde, indoeTis mTavroba ar axdenda ucxour investiciebis waxalisebas, iZleoda ra mxolod indoeTis sawarmoebis aqciebiT flobis uflebas. agreTve, Tavs axvevda ra sxva damamZimebel moTxovnebs, magaliTad, 1970-iani wlebidan qveynis bazarze produqciis gayidvisTvis pirobis saxiT kompanias koka-kolas Txovdnen gamagrilebeli sasmelis formulis saidumlos gacemas. kompaniam uari Tqva am pirobaze da amjobina am bazris datoveba. SemdgomSi, 1991 wels ekomonikuri reformebis Semdeg, romlebic wamoiwyo indoeTis premier ministrma, gaxsnes adgilobrivi bazari ucxouri kompaniebisaTvis, Sesabamisad koka-kolam kvlav SeaRwia indoeTis bazarze. am reformebis gatarebis Sedegad, Semcirebul iqna savaWro SezRudvebi, gaixsna indoeTi pirdapiri ucxouri investiciebis mzardi nakadisTvis, agreTve ganxorcielebuli iqna qveynis finansuri seqtoris reforma. reformebis Sedegad indoeTSi Sevida didi raodenobiT pirdapiri ucxouri investiciebi, ZiriTadad “oTxeulis~ qveynebis tnk-dan. qveynis mSp-is zrdis saSualo wliurma maCvenebelma Seadgina 6% periodisTvis, romelmac ganvlo reformebis dawyebidan. saxelmwifo politikis arasakmarisi gamWvirvaloba did gaugebrobebSi ayenebs ucxour investorebs. 2008 wels indoeTis saqonlis eqsportis moculobam 182 mlrd aSS dolari, xolo importma — 316 mlrd aSS dolari Seadgina. indoeTis mSp-ma 2008 wels 1,2 trln aSS dolari Seadgina. msoflios 500 umsxviles korporaciaTa Soris 7 modis indoeTze. avRaneTi da centraluri aziis respublikebi avRaneTsa da centraluri aziis 5 respublikas: yazaxeTs, uzbekeTs, tajikeTs, TuqmeneTsa da yirgizeTs 44 mravali saerTo maxasiaTebeli aqvs. am qveynebSi Warbobs mTebi da udabnoebi, Sesabamisad isini Zalze ganicdian saxnavi miwebis naklebobas. Semosavali erT sul mosaxleze Zalian dabalia. sawvavis vrceli maragebi SeiZleba vipovoT centraluri aziis mTel teritoriaze, gansakuTrebiT yazaxeTsa da TurqmeneTSi. yvela am qveynisaTvis damaxasiaTebelia ruseTis mniSvnelovani roli sagareo urTierTobebSi samxreT—aRmosavleT aziis qveynebi aziis teritoriaze ganlagebulia didi raodenobiT sxva qveynebi, romlebic imyofebian ekonomikuri ganviTarebis sxvadasxva stadiaze. gansakuTrebul yuradRebas imsaxureben iseTi qveynebi, rogoricaa tailandi, malaizia da indonezia _ qveynebi, romlebsac hyavdaT dabalanazRaurebadi samuSao Zala da romlebic iqcnen mniSvnelovani moculobis pirdapiri ucxouri investiciebis mimRebad. iaponiaSi samuSao Zalaze danaxarjebis zrdam aiZula mravali iaponuri tnk-ebi am sami qveynis teritoriaze aegoT qarxnebi, romlebSic dabali danaxarjebiT iwarmoeba detalebi da kvanZebi, romelTa miwodeba xdeba mSobliur sawarmoebSi iaponiaSi. aSS-sa da evropis qveynebis tnk-ebi, agreTve, iyeneben am qveynebs sawarmoo bazris saxiT. pirdapiri ucxouri investiciebis gamoyenebiT gamoSvebuli produqciis eqsportis Sedegad swrafad gaizarda tailandis, malaiziisa da indoneziis ekonomika. 1980-1995 wlebSi am qveynebis mSp-is zrdis saSualo wliurma maCvenebelma Seadgina 7%. amasTan1997-1998 wlebis savaluto krizisma didi zarali miayena am qveynebs, yvelaze mZime dartyma miadga indonezias. 2007 wels tailandis saqonlis eqsportma 109 mlrd evro, malaiziis — 125 mlrd evro, indoneziis ki — 81 mlrd evro Seadgina, xolo tailandis importma 99 mlrd evro, malaiziis — 101 mlrd evro, indoneziis — 53 mlrd evro Seadgina. tailandis mSp-ma 274 mlrd aSS dolari, ma45 laiziis — 222 mlrd aSS dolari, xolo indoneziis — 511 mlrd aSS dolari Seadgina. 2.5. afrikis da axlo aRmosavleTis qveynebis bazrebi afrikas ukavia dedamiwis saerTo farTobis daaxloebiT 22%; es kontinenti mdidaria bunebrivi resursebiT. egvipte mdebareobs afrikis kontinentis Crdilo—aRmosavleT nawilSi, regionis sazRvarze, romelic cnobilia saxelwodebiT ,,axlo aRmosavleTi~. afrika afrikis kontinentze 54 qveyanaa, romelTa mosaxleobis erToblivi raodenoba 815 mln-s aRemateba. XIX saukunis bolos afrikis didi nawili kolonizebul iqna evropis uZlieresi zesaxelmwifoebis mier (iseTebis, rogorebicaa belgia, safrangeTi, germania, italia, portugalia, espaneTi da didi britaneTi), romlebsac sWirdebodaT strategiuli samxedro miznebis miRweva an Sidapolitikuri moTxovnebis dakmayofileba. kolonializmis talRam sapirispiro moZraoba 1950—iani wlebis Sua periodSi daiwyo, rodesac evropis zesaxelmwifoebma erTimeoris miyolebiT dakarges kontroli TavianT koloniebze. kolonializmis kvali afrikaSi dRemde rCeba, rac uSualod aisaxeba saerTaSoriso biznesis SesaZleblobebze. magaliTad, iseTi qveynebi, rogorebicaa Cadi, nigeria da kot—d’ivuari (spilos Zvlis napiri), inarCuneben mWidro ekonomikur da kulturul kavSirebs safrangeTTan. es qveynebi TavianT erovnul valutas ukavSirebdnen safrangeTis valutas, dRes ki - evros. agreTve, emxrobian marTvisa da ganaTlebis sistemebis, samarTlebrivi sistemis organizaciis frangul principebs. am kavSirebis wyalobiT, frangul samrewvelo kompaniebs, safinan46 so dawesebulebebsa da servisul kompaniebs lideris poziciebi ukaviaT am qveynebTan saerTaSoriso vaWrobaSi. analogiuri situacia Camoyalibda keniaSi, zimbabvesa da samxreT afrikis respublikebSi: am qveynebis saxelmwifo dawesebulebaTa muSaoba modelirebulia britanuli nimuSis mixedviT, rac britanul kompaniebs aniWebs garkveul upiratesobebs maT bazrebze. afrikis qveynebis ekonomika metwilad eyrdnoba bunebrivi resursebis gamoyenebas. navTobis mopoveba iZleva mSp-is naxevars iseT qveyanaSi, rogoricaa angola, gaboni, da nigeria, alJiris mSp-is naxevars. soflis meurneobas, agreTve, didi mniSvneloba aqvs afrikis mravali qveynis ekonomikisaTvis. am qveynebidan zogierTSi sasoflo-sameurneo produqcia warmoadgens eqsportis ZiriTad nawils. magaliTad, iseTi produqtebis wilze, rogorebicaa yava, kakao da palmis zeTi, modis kot-d’ivuaris eqsportis ZiriTadi nawili. afrikis qveynebis umravlesobis macxovreblebi upiratesad dasaqmebulni arian soflis meurneobaSi. aseTi qveynebis ricxvs miekuTvneba gambia, mozambiki, siera-leone, tanzania da zambia. mravali eqsperti darwmunebulia imaSi, rom XXI aTaswleulSi swored samxreT afrika daikavebs kontinentze gabatonebul mdgomareobas ekonomikuri maCveneblebis mixedviT, agreTve, imaSi, rom swored es qveyana gaxdeba mTeli qveynis ekonomikuri ganviTarebis mamoZravebeli Zala. samxreT afrikas gaaCnia nayofieri miwebi da oqros, almasis, qromisa da platinis mdidari sabadoebi. araerTi tnk samxreT afrikas iyenebda biznesis sawarmoeblad afrikis kontinentze 1970-ian wlebamde, rodesac gaerom SemoiRo savaWro sanqciebi am qveynis winaaRmdeg. am sanqciebis SemoRebis aucilebloba gaCnda aparteidis politikis (Savkanianebad, TeTrkanianebad da azielebad qveynis xalxis gayofis) gamo, romelsac atarebda qveynis mTavroba. saerTaSoriso Tanamegobrobis mxridan aseTi sagareo zewolis Sedegad 1994 wels samxreT afrikis 47 mTavroba iZulebuli gaxda qveynis yvela moqalaqisTvis mieniWebina Tanabari saarCevno ufleba. 1994 wlis maisSi, samxreT afrikis istoriaSi pirveli arCevnebis dros, romlebSic monawileoba miiRo yvela moqalaqem, maTi rasobrivi kuTvnilebis miuxedavad, qveynis prezidentad arCeul iqna nobelis laureati nelson mandela. 2008 wels samxreT afrikis saqonlis (upiratesad, sasargeblo wiaRiseulis) eqsportis moculoba mSp-Tan (277 mlrd aSS dolari) Seadgina 26%. samxreT afrikis saqonlis eqsportis moculobam 2007 wels 46 mlrd evro, xolo importma — 68 mlrd evro Seadgina (msoflio eqsportis 0,6 da importis 0,9%). axlo aRmosavleTi axlo aRmosavleTi moicavs teritorias samxreT— dasavleT aziasa da Crdilo—aRmosavleT afrikas Soris. am regions uwodeben civilizaciis erT-erT akvans, radgan swored mis teritorias ukavSirdeba pirvelad msoflioSi glexuri meurneobebi, qalaqebi, mTavrobebi, kanonTa krebuli da damwerloba. garda amisa, es regioni iyo msoflios rigi ZiriTad religiebis, maT Soris, qristianobis, iudaizmis da islamis aRmocenebis adgili. axlo aRmosavleTis istoria — es konfliqtebisa da politikuri arastabilurobis istoriaa. XX saukunis II naxevris ganmavlobaSi am regionma gadaitana omebi israel— arabeTis, iransa da erays Soris da ori omi sparseTis yureSi. am omebma metismetad sariskod aqcia biznesis warmoeba axlo aRmosavleTSi. bolo wlebSi saudis arabeTs pirveli adgili ukavia axlo aRmosavleTSi mSp-is odenobiT, romlemac 2008 wels Seadgina 482 mlrd aSS dolari. SedarebisaTvis israelis mSp-ma 202 mlrd aSS dolari Seadgina, magram erT sul mosaxleze Semosavali gacilebiT maRalia, vidre saudis arabeTSi. 48 axlo aRmosavleTSi ganlagebulia navTobiT mdidari qveynebi, magaliTad, saudis arabeTSi navTobis warmoebas moaqvs mSp-is 40% da eqsportidan Semosavlebis saerTo moculobis 90%. navTobiT mdidar axlo aRmosavleTis zogierT qveyanas aqvs sakuTari ekonomikis diversificirebis mcdeloba raTa uzrunvelyos ,,cxovreba navTobis Semdeg~. quveiTSi navTobis gayidvidan miRebuli Semosavali gamoiyeneba investiciaTa STambeWdavi portfelis formirebisaTvis. dubai, arabTa gaerTianebuli saemiroebidan erT-erTi, ucxoel investorebs sTavazobs Tavisufali vaWrobis zonis yvela upiratesobas, agreTve, SesaniSnav infrastruqturasa da arabeTis regionebSi saqonlis warmoebisa Tu eqsportisaTvis. SedarebisaTvis saudis arabeTis saqonlis eqsportis moculobam 2007 wels 138 mlrd evro, xolo importma — 66 mlrd evro Seadgina (msoflio eqsportis 1,9 da importis 0,9%). 2.6. samxreT amerikis qveynebis bazrebi samxreT amerikis 13 qveyanas aqvs saerTo politikuri istoria, gaaCniaT mravali saerTo ekonomikuri da socialuri problema. 1494 wels koloniebze privilegiebi ganawilda portugalias, romelmac miiRo brazilia da espaneTs Soris, romelmac miiRo kontinentis mTeli danarCeni nawili. espanelma da portugalielma kolonizatorebma daipyres adgilobrivi mosaxleoba, miiTvises maTi oqrosa da vercxlis sabadoebi da sxv. simdidre. xolo maTi mindvrebi aqcies Saqris, Warxlis, Tambaqosa da kakaos plantaciebad. XVIII saukunis bolosTvis evropis am ori zesaxelmwifos zegavlena samxreT amerikis koloniebze Sesustda. bolos koloniebma erTimeoris miyolebiT moipoves damoukidebloba. 1825 wels espaneTis droSa frialebda mxolod kubaze. magram TviT damoukideb49 lobis miRebis faqti ar niSnavda kontinentze arsebuli yvela problemis gadaWras. samxreT amerikis mraval qveyanaSi didi uTanasworoba iyo Semosavlebis ganawilebaSi, mosaxleobis farTo masa siRaribeSi cxovrobda. kontinentze aseTma mdgomareobam Sedegad moitana politikuri arastabiluroba da aqedan gamomdinare, reformebis Catarebis gardauvali aucilebloba. mTeli omisSemdgomi periodis ganmavlobaSi samxreT amerikis umravlesi qveynis mTavroba emxroboda importis Canacvlebis politikas, rogorc ekonomikuri ganviTarebis ZiriTad gzas. aseTi midgoma gulisxmobs adgilobrivi mrewvelobis ganviTarebis stimulirebas, saqonlis importis SezRudvas sxvadasxva saxiT _ satarifo da arasatarifo barierebiT. meTodiT, romelic Tavisi arsiT importis Canacvlebis sawinaaRmdegoa — eqsportis xelSewyoba, qveyana aRwevs ekonomikur zrdas. ekonomikuri ganviTarebisadmi aseTi midgoma warmatebiT iqna aprobirebuli taivanSi, hong kongsa da singapurSi. amave dros samxreT amerikis qveynebis ekonomikis dargebis umravlesobisaTvis Siga bazari Zalze pataraa imisaTvis, rom masze SeiZlebodes ekonomiis miReba masStabidan seriuli warmoebis gamoyenebis saSualebiT. garda amisa, adgilobrivi bazrebis SezRuduloba ar iZleva samamulo mwarmoeblebs Soris konkurentuli brZolis gamwvavebis saSualebas, rasac mivyavarT Siga bazarze warmoebul saqonelze fasebis matebamde, sxva bazrebze amave saqonlze fasebTan SedarebiT. importis SezRudvis politikas sargebeli moaqvs im samamulo kompaniebisTvis, romlebic awarmoeben konkurentul brZolas ucxour kompaniebTan, magram igive politika amcirebs qveynis saeqsporto kompaniebis SesaZleblobebs msoflio bazrebze konkurenciis kuTxiT, radgan am kompaniebs uxdebaT sakuTari produqciis sawarmoeblad maT ucxoel konkurentebTan SedarebiT ufro ZviradRirebuli sawyisi resursebis gamoyeneba. aseT SemTxvevaSi mTavrobas uxdeba 50 aseTi kompaniebis saqmianobis subsidireba, xolo mraval SemTxvevaSi — maTi nacionalizacia, raTa SeinarCunos samuSao adgilebi. didi danaxarjebi, romelTa gaweva xdeba aseTi midgomisas, daekisreba gadasaxadis gadamxdelebsa da momxmareblebs saqonelze gazrdili fasebis saxiT. magram droTa ganmavlobaSi mTavroba mainc awydeba biujetis deficitis problemis gadaWris aucileblobas. Sedegad xdeba inflacia da saSualo klasis danazogebis gaufasureba. 1980-iani wlebis bolos samxreT amerikis mravalma qveyanam moaxdina ekonomikuri zrdis stimulireba kerZo mewarmeobisa da Tavisufali vaWrobis mxardaWeriT, amasTanave, gatarebulma reformebma gazarda kontinentis mimzidveloba aSS-is, evropisa da aziis tnk-ebisaTvis ekonomikurma da politikurma krizisebma axali aTaswleulis dasawyisSi moicva samxreT amerikis mravali qveyana. samxreT amerikis fizikuri geografia did zegavlenas axdens am kontinentze saerTaSoriso biznesis saqmiani operaciebis warmoebaze. andebi arTulebs saqonlis transportirebas samxreT amerikis wynari okeanis sanapiro zolis qveynebsa da kontinentis siRrmeSi mdebare mezobel qveynebs Soris. samxreT amerikis mTavarma qveyanam, maT Soris, argentinam, braziliam da Cilem miiRes importis Canacvlebis msgavsi politika, romelic kargad iyo mofiqrebuli, magram, saboloo angariSiT, aRmoCnda ukiduresad destruqciuli. unda aRiniSnos, rom 1980—iani wlebis bolos am qveynebis mTavrobebma daiwyes politikis mkveTrad Secvala. gatarebuli reformebis CarCoebSi dadebul iqna Tavisufali vaWrobis Sesaxeb SeTanxmebebi mezobel qveynebTan, privatizebul iqna mrewvelobis sxvadasxva dargebi. garda amisa, am qveynebis kompaniebma daiwyes monawileoba konkurentul brZolaSi saerTaSoriso bazrebze. magaliTad, Cile amJamad SeiZleba mivakuTvnoT qveynebis ricxvs, romelTa ekonomika maqsimalurad ori51 entirebulia Tavisufal bazarze. samwuxarod, aseTi politikis gatarebis Sedegad momxdari 1990-iani wlebis ekonomikuri bumis miuxedavad, axali aTaswleulis dasawyisSi samxreT amerikis zogierTi qveynis ekonomikuri mdgomareoba Zlier Seirya. qveynebis ricxvSi, romlebic 2000 wlis Semdeg waawydnen seriozul ekonomikur da politikur problemebs, Sedian argentina, brazilia, kolumbia da venesuela. brazilia teritoriis sididiT msoflios mexuTe, argentina — merve, kolumbia — 26-e, xolo venesuela — 33 qveyanaa. aseve mosaxleobis raodenobiT brazilia msoflios mexuTe qveyanaa. 2008 wels braziliis mSp-ma 1,6 trln aSS dolari, argentinis — 326 mlrd aSS dolari, kolumbiis — 241 mlrd aSS dolari, xolo venesuelis _ 319 trln aSS dolari. umsxvilesi eqsportioria brazilia, romlis eqsportma 2007 wels 114 mlrd evro, xolo importma — 95 mlrd evro Seadgina (msoflio eqsportis 1,6% da importis 1,3%). sakontrolo kiTxvebi: 1. daaxasiaTeT saerTaSoriso biznesSi CrdiloeT amerikis, rogorc erT-erTi ZiriTadi bazris da saqmiani centris roli; 2. daaxasiaTeT saerTaSoriso biznesSi dasavleT evropis, rogorc erT-erTi ZiriTadi bazris da saqmiani aqtivobis centris roli da mniSvneloba; 3. ra roli aqvs evros saerTaSoriso biznessa da angariSsworebaSi? 4. gaaanalizeT aRmosavleT da centraluri evropis postkomunisturi qveynebis winaSe arsebuli socialur-ekonomikuri problemebi; 52 5. daaxasiaTeT saerTaSoriso biznesSi aziis, rogorc erT-erTi ZiriTadi mzardi bazris da saqmiani centris roli; 6. gaaanalizeT afrikis qveynebis winaSe arsebuli rTuli problemebi; 7. gaaanalizeT axlo aRmosavleTisa da samxreT amerikis qveynebis winaSe arsebuli problemebi. 8. Tqveni azriT, ra aris ukeTesi : ganviTarebadi qveynebisTvis finansuri da humanitaruli daxmarebis gaweva, Tu maTTan vaWrobis gafarToeba? 9. romelma mxarem unda gadawyvitos, Tu rogor unda iqnes gamoyenebuli saerTaSoriso Tanamegobrobis daxmareba: daxmarebis gamRebma Tu mimRebma qveyanam? 10. romeli qveynebi Sedian ,,sameulis~ SemadgenlobaSi? romeli qveynebi Sedian ,,oTxeulis~ SemadgenlobaSi, ratom aqvT maT aseTi didi roli saerTaSoriso biznesSi? 11. daaxasiaTeT aSS-is roli saerTaSoriso biznesSi? 12. daaxasiaTeT evrokavSiris roli saerTaSoriso biznesSi? 13. aRwereT bunebrivi resursebisa da soflis meurneobis roli afrikis qveynebis ekonomikaSi; 14. ra RonisZiebebi unda gaataron afrikis qveynebma, raTa moizidon ufro meti pirdapiri ucxouri investicia? 15. gaaanalizeT saqarTvelo da saerTaSoriso biznessaqmianobis ZiriTadi centrebi, maTi problemebi da perspeqtivebi. literatura: 1. Sengelia T., globaluri biznesi, Tb., 2010; 2. Die EU in der Welt. Die Außenpolitik der Europäischen Union. Europäische Kommission, Luxemburg, 2007; 53 3. Europa von A bis Z : Taschenbuch der europäischen Integration / Bpb, Bundeszentrale für Politische Bildung.Werner Weidenfeld/Wolfgang Wessels (Hrsg.). Bonn : Bpb. 2009; 4. Eurostat. Statistische Bücher. Europa in Zahlen. Eurostat Jahrbuch 2007. Europäische Gemeinschaften, 2007; 5. Eurostat. Statistische Bücher. Europa in Zahlen. Eurostat Jahrbuch 2008. Europäische Gemeinschaften, 2008.; 6. Гриффин Р., Пастей М., Международный Бизнес, М. 2006; 7. Деннелс Дж. Д. Радеба Л. Х. Международный бизнес. М., 1994; 8. Международные валютно-кредитные и финансовые отношения. Под ред. проф. Л. Н. Красавиной. М., Финансы и статистика, 2003; 9. Мировая экономика и международный бизнес. Учебник. Поляков В.В., Щенин Р.К. М. ,,КноРус’’, 2008; 10. Черенков В.И. Международный бизнес. 3-е изд., Феникс, 2006; 11. Чиненов М.В. Основы международного бизнеса: Организационные основы, инфраструктура, тактика и стратегия. КноРус, 2009. 54 Tavi III saerTaSoriso biznesis garemo Sesaswavli sakiTxebi: 1. 2. 3. 4. 5. 6. 7. saerTaSoriso biznesis garemos arsi da saxeebi; gare faqtorebis struqtura; saerTaSoriso biznesis samarTlebrivi garemo; saerTaSoriso biznesis politikuri garemo; saerTaSoriso biznesis ekonomikuri garemo; saerTaSoriso biznesis teqnologiuri garemo; saerTaSoriso biznesis kulturuli, eTikuri da socialuri garemo; 8. saerTaSoriso biznesi da bunebrivi garemo. 3.1. saerTaSoriso biznesis garemos arsi da saxeebi biznesis garemo zogadad ganisazRvreba sxvadasxva faqtorebiT, romlebic moqmedeben biznesis yoveldRiuri funqcionirebis procesSi. amerikeli mecnieris jerald belis azriT: ,,organizaciis garemo moicavs iseT elementebs, rogoricaa momxmareblebi, konkurentebi, samTavrobo dawesebulebebi, mimwodeblebi, safinanso organizaciebi da SromiTi resursebis wyaroebi~.7 saerTaSoriso biznesisaTvis garemos Seswavlas didi mniSvneloba eniWeba, vinaidan arsebuli biznesgaremos mdgomareobis dadgena, misi gaanalizeba da srulyofis gzebis gansazRvra uSualo gavlenas axdens biznesis ganviTare- 7 Майкл Мескон, Франклин Хедоури. Основы менеджмента. М. Изд. Дело. 1997, c. 179 55 basa da saerTaSoriso bazarze mis warmatebul funqcionirebaze. ganasxvaveben pirdapir da irib (arapirdapir) garemos. pirdapiri zemoqmedebis garemo moicavs im faqtorebs, romlebic uSualod gavlenas axdenen organizaciis operaciebze, esenia mimwodeblebi, momxmareblebi, konkurentebi, SromiTi resursebi, kanonebi da saxelmwifo regulirebeli dawesebulebebi. iribi gavlenis garemos faqtorebi organizaciis operaciebze pirdapir da swraf (myisier) zemoqmedebas ar axdenen, magram, miuxedavad amisa, maTi zegavlena mainc vlindeba. aseTi faqtorebia: ekonomikis mdgomareoba, mecnierul-teqnologiuri progresi, sociokulturuli, ekologiuri da politikuri cvlilebebi, jgufuri interesebis gavlena da biznesisTvis (organizaciisTvis) mniSvnelovani sxva qveynebSi mimdinare movlenebi. sabazro garemos mravaldoniani struqtura gaaCnia. cnobilia, rom biznesis subieqtebis saqmianoba xorcieldeba samewarmeo obieqtis SigniT (es biznesis Siga garemoa) da, aseve, lokalur, saerToerovnul da saerTaSoriso (msoflio) bazrebze. lokaluri bazari qveynis calkeul regionSi biznesis subieqtebis urTierTqmedebis garemoa. igi ganpirobebulia am regionebis ekonomikuri ganviTarebis TaviseburebebiT, biznesis warmarTvaze moqmedi adgilobrivi pirobebiT, mocemuli regionis biznesis subieqtebis moTxovniT da biznesis subieqtebis urTierTobebis regulirebis gansakuTrebuli normebiTa da wesebiT. saerToerovnuli bazari aris biznesis yvela subieqtis urTierTqmedebis garemo, romlebic ganaxorcieleben TavianT saqmianobas saxelmwifos teritoriaze am saxelmwifos ekonomikuri ganviTarebis donisa da masSi miRebuli biznesis ganxorcielebis pirobebis Sesabamisad. 56 saerTaSoriso bazari biznesis im subieqtTa urTierTqmedebis garemoa, romelTa saqmianoba calkeuli saxelmwifoebis erovnul sazRvrebs scildeba da viTardeba ekonomikis globalizaciis, ekonomikuri integraciisa da biznesis formirebis pirobebis msoflio tendenciebis gavleniT. saerTaSoriso bazris elementebia sxvadasxva qveynebis saerToerovnuli bazrebi, romlebic Sedgeba lokaluri bazrebisagan. amitom biznesis yvela subieqtis saqmianoba erTdroulad sabazro garemos sxvadasxva doneze vlindeba. magaliTad, romelime gamomcemlobis saqmianoba, romelic Tavis wignebs yidis mTel msoflioSi, ar Semoifargleba mxolod lokaluri bazriT, sadac igi iZens poligrafiul masalas. igi moqmedebs saerToerovnul da saerTaSoriso bazrebis sivrceSi, romlis dros gamomcemlobis menejerebi iZulebuli xdebian gaiTvaliswinon yvela is piroba da faqtori, romelic moqmedebs lokalur, saerToerovnul da saerTaSoriso bazrebze. yovelive es iZleva daskvnebis gakeTebis saSualebas, rom sabazro garemos gaaCnia struqturuli doneebi, romlebic Sesabamis gavlenas axdenen biznesis subieqtebis saqmianobaze. arsebobs biznesgaremos oTxi done, es aris mikrodone (biznesis Siga garemo), mezodone (sabazro lokaluri garemo), makrodone (saerToerovnuli sabazro garemo) da megadone (saerTaSoriso sabazro garemo). mikrogaremo moicavs biznesis subieqtis Siga urTierTobebs, romlebic mas esaWiroeba srulyofili funqcionirebisTvis. biznesis mikrogaremos miekuTvneba firmis funqciuri da sxva saxis qvedanayofebi, romlebic uzrunvelyofen misi muSaobis pirobebs. mikrogaremo, aseve, moicavs: safinanso struqturebs (bankebi, investorebi), masobrivi informaciis saSualebebs, romlis meSveobiT xdeba firmebis reklamireba da sxv. 57 mezogaremo moicavs biznesis subieqtis funqcionirebis faqtorebisa da pirobebis erTobliobas lokalur doneze, maT Soris regionis ekonomikuri ganviTarebis dones da marTvis teritoriul organoebs. es teritoriuli warmonaqmni sxvadasxva lokaluri aqtebis (dadgenilebebis, wesebis, SezRudvebis, aRkveTebis) dawesebis da aseve biznesis subieqtebis ganviTarebis lokaluri programebis miRebis saSualebas iZleva. mezogaremos doneze firmis saqmianobaze gavlenas axdenen araekonomikuri faqtorebic, esenia socialur-fsiqologiuri, teqnologiuri, geografiuli da sxv. makrogaremo biznesis subieqtebze did gavlenas axdens. igi moicavs ekonomikis mdgomareobas, biznesis infrastruqturis ganviTarebis dones, kerZod, bazris im institutebis ganviTarebas, romlebic moqmedeben saxelmwifoSi. makrogaremo, aseve, gulisxmobs regionTaSoris urTierTqmedebebs saxelmwifos doneze da saxelmwifos ekonomikur politikas. garda amisa, makrodoneze biznesis subieqtebis saqmianobaze did gavlenas axdens biznesis araekonomikuri garemo, anu kulturis mdgomareoba sazogadoebaSi, qveynis fizikuri an geografiuli mdgomareoba da politikuri faqtorebi. makrogaremos umTavresi komponentaa ekonomikuri mdgomareoba saxelmwifoSi. ekonomikuri mdgomareoba xasiaTdeba stabilurobisa da saxelmwifosa da nacionaluri ekonomikis mdgradobis doniT, ZiriTadi makroekonomikuri maCveneblebis tempebis zrdiT, dasaqmebis da inflaciis parametrebiT da fasebis indeqsebiT. ekonomikuri mdgomareobis daxasiaTebisaTvis didi mniSvneloba eniWeba erovnuli ekonomikis struqturis dadgenas ekonomikis saxelmwifo da arasaxelmwifo seqtorebis Sefardebis WrilSi. aSS-Si amasTan erTad federaluri ekonomikis da regionuli ekonomikis Tanafardobis gansazRvra xdeba. mniSvnelovania, aseve, mocemuli 58 maCveneblebisa da proporciebis cvalebadobis tendenciebis gaTvaliswineba. biznesis makrogaremos meore arsebiTi komponentia saxelmwifo ekonomikuri politika. igi qveynis ekonomikuri ganviTarebis saxelmwifo prioritetebis da nacionaluri ekonomikis regulirebisa da marTvis wesebis erTobliobas warmoadgens, romelic xorcieldeba sxvadasxva saxelmwifo programebis meSveobiT. aseTebia, magaliTad, privatizacia, mcire biznesis mxardaWera, ama Tu im dargis saxelmwifo mxardaWera, kriminaluri biznesiT miRebuli Semosavlebis legalizaciis akrZalva. mTlianobaSi ki saxelmwifo ekonomikuri politikis mizania nacionaluri ekonomikis stabilizacia da misi ganviTareba. erovnuli ekonomikis stabilizaciis aucilebloba dakavSirebulia ekonomikuri saqmianobis masStabebis aramudmivobasTan. qveynis ekonomika mudmivad ganicdis mravalricxovani faqtorebis gavlenas: Cndeba axali teqnologiebi, investiciebis struqturaSi xdeba Zvrebi, icvleba momxmareblebis gemovneba, rac Sesabamisad ekonomikis arastabilurobas iwvevs. am pirobebSi saxelmwifo unda uzrunvelyofdes ganviTarebis stabilizacias, romelic aucilebelia samewarmeo firmebisTvis, daqiravebuli muSakebisa da momxmareblebisTvis. amitom saxelmwifo, saWiroebis SemTxvevaSi, cvlis gadasaxadebis sidides da gavlenas axdens fulad-sakredito politikaze. biznesis makrogaremo da mezogaremo gavlenas axdenen firmis saqmianobaze, myidvelTa mier daxarjuli fuladi saxsrebis moculobaze, aseve, firmis saqonlis asortimentis gansazRvraze, misi produqciis fasis dadgenaze da, Sesabamisad, Semosavlebisa da investiciebis moculobaze. saerTaSoriso biznesze metad mniSvnelovan gavlenas axdens saerTaSoriso (mega) garemo. megagaremo moicavs saqonlisa da momsaxurebis msoflio bazarze moqmed pirdapiri zegavlenis faqtorebsa da pirobebs da aseve, 59 msoflioSi arsebul iribi zemoqmedebis saerTo tendenciebs. maT miekuTvneba: • saerTaSoriso xelSekrulebebi da SeTanxmebebi, mTavrobaTaSorisi dokumentebi, romlebic mimarTulia saerTaSoriso bazrebis subieqtebis urTierTobebis regulirebaze, msoflio bazris institutebis saqmianobis regulirebaze (WB _ msoflio banki, IMF _ saerTaSoriso savaluto fondi, WTO _ saerTaSoriso savaWro organizacia, GATT – vaWrobisa da tarifebis Sesaxeb generaluri SeTanxmeba da sxv.); • saerTaSoriso biznesis infrastruqturis ganviTarebis done (magaliTad, erovnuli valutis konvertirebis pirobebi, saerTaSoriso finansuri investirebis pirobebi, saerTaSoriso mewarmeobis pirobebi da sxv.); • biznesis megadoneze funqcionireben aseve saerTaSoriso investorebi. aseTebia ucxoeli an samamulo investorebi, romlebic axorcieleben pirdapir an portfelur finansur investiciebs sxvadasxva saxis legalur biznesSi. amgvarad, sabazro garemos sxvadasxva doneebi arsebiTad axdenen gavlenas biznesis subieqtebis funqcionirebaze. 3.2. gare faqtorebis struqtura saerTaSoriso doneze moqmedi organizaciebis garemo didi sirTuliT gamoirCeva, rac ganpirobebulia faqtorebis unikaluri erTobliobiT, romelic axasiaTebs calkeul qveyanas. saerTaSoriso biznesis garemos Seswavlisa da gaanalizebis dros iyeneben biznesgaremos dajgufebas fun60 qciuri aspeqtebis niSniT, romlis mixedviT ganasxvaveben biznesis garemos Semdeg saxeebs: 1. saerTaSoriso biznesis samarTlebrivi garemo; 2. biznesis politikuri garemo; 3. ekonomikuri garemo; 4. teqnologiuri garemo; 5. kulturuli, eTikuri da socialuri garemo; 6. bunebrivi garemo. unda iTqvas, rom faqtorebisa da pirobebis mravalferovnebis miuxedavad, saerTaSoriso biznesze moqmedi faqtorebidan umTavresad aRniSnul faqtorebs eqceva yuradReba. sxvadasxva qveynis samarTlebrivi sistemebi, kanonebi, saxelmwifo-maregulirebeli debulebebi da aqtebi arsebiTad gansxvavdeba erTmaneTisagan. amitom organizaciebi, romelTa saqmianoba xorcieldeba saerTaSoriso garemoSi, iZulebulni xdebian gaiTvaliswinon mravali lokaluri normativi, romelic Seexeba dabegvris, faswarmoqmnis, eqsport-importis operaciebs, angariSgeblobas saxelmwifo organoebis winaSe da sxv. saerTaSoriso bazari biznesSi monawile saxelmwifoebis Siga da gare politikis zemoqmedebis qveS imyofeba. politikuri mdgomareoba da socialuri daZabuloba urTierTobebSi arTulebs Sesyidvis, warmoebis, miwodebis, distribuciis da gasaRebis procesebs an saerTod SeuZlebels xdis maT. xSir SemTxvevaSi ekonomikuri sanqciebi gamoiyeneba ama Tu im saxelmwifoebze politikuri zewolis berketis saxiT. politikuri situaciis stabiluroba nawilobriv uzrunvelyofs ekonomikur da finansur stabilurobas. firmebma, romlebic muSaoben saerTaSoriso sivrceSi, unda gaaanalizon ekonomikuri pirobebi da dakvirveba moaxdinon im qveynebis ekonomikaze, sadac maTi biznesi funqcionirebs. garda amisa, mniSvnelovania saer- 61 TaSoriso ekonomikuri tendenciebis dadgena, vinaidan es arsebiT gavlenas axdens kompaniis saqmianobaze. teqnologiuri garemo biznesis warmatebuli funqcionirebis mniSvnelovani faqtoria. teqnologiuri siaxleebi gavlenas axdenen warmoebis efeqtianobaze, axali saxeobis produqciis Seqmnaze, mis realizaciaze. informaciuli teqnologiebis srulyofiTa da gamoyenebiT SesaZlebeli xdeba axali saxis momsaxurebisa Tu produqciis Sesaxeb informaciis mopoveba, misi Senaxva da gavrceleba. cnobilia, rom organizaciebi, romlebic Tanamedrove teqnologiebiT aRWurvili da dakavSirebuli arian axali teqnologiebis Semqmnel mecnierebatevad organizaciebTan, swrafad reagireben yovel siaxleze da konkurentunarianni arian. saerTaSoriso biznesis specialistebisTvis mniSvnelovania qveynis kulturuli, eTikuri da socialuri garemos Sefaseba, vinaidan swored kultura gansazRvravs mniSvnelovanwilad adamianebis qcevas sayofacxovrebo da samsaxurebriv doneze, maT damokidebulebas sxvadasxva movlenebisa da, kerZod, biznesisadmi. kultura aris sazogadoebaSi miRebuli faseulobebis, rwmenisa da adaT-wesebis sistema. qveynis sociokulturuli sistema moicavs demografiuli situaciis cvalebadobas, ganaTlebis, jandacvisa da socialuri uzrunvelyofis dones, saqmian (SromiT) mobilobas, cxovrebis wesebs. nebismier qveyanaSi arsebobs konkretuli kanonebi da biznesisadmi ganwyoba, romlis Sesabamisad SeiZleba dadgena, Tu ra tipis saqmianoba unda ganviTardes aq. mkvlevarebis mier dadgenilia, rom swored sxva kulturul garemoSi biznesis warmarTvas, xSir SemTxvevaSi warumatebloba moaqvs. amitom saWiroa kulturuli gansxvavebebis drouli identifikacia da, Sesabamisad, pirovnebaTSoris kontaqtebSi qcevisa da saqmiani urTierTobebis stilisa da meTodebis Secvla. 62 nebismieri biznessistema bunebriv garemosTan kavSirSi moqmedebs, romlis Semadgeneli nawili unda iyos ekologiuri aspeqtebi. es ki sxvadasxva faqtorebis erTobliobaa, rogoricaa: bunebrivi resursebis xelmisawvdomoba, biznesis usafrTxo funqcionirebisTvis ekologiuri barierebis Seqmna, sawarmos produqciis mimarT ekologiur moTxovnebi, produqciis warmoebisas an momsaxurebis gawevisas garemoze sawarmos zemoqmedebis formebi. aRniSnul sistemaze garkveul gavlenas axdenen saxelmwifo organoebi, romelTac garemos dacvis sferoSi evalebaT zedamxedveloba da kontroli. saerTaSoriso biznesSi momuSave menejerebma unda gaiTvaliswinon partniori qveyanas ekologiuri kanonzomierebebis amsaxveli samarTlis normebi da Seiswavlon Sesabamisi normatiul-samarTlebrivi aqtebi, raTa Tavidan aicilon sajarimo sanqciebiT gamowveuli zarali da sxv. saerTaSoriso biznesze moqmed faqtorebis Seswavlas didi mniSvneloba eniWeba, rac ganpirobebulia imiT, rom ucxo garemoSi muSaoba iTxovs adaptaciasa da biznesis warmarTvis meTodebis Secvlas. 3.3. saerTaSoriso biznesis samarTlebrivi garemo saerTaSoriso biznesis warmarTvaze mniSvnelovanwilad sakuTari da mimRebi qveynebis kanonebi axdens gavlenas. es kanonebi ganapirobeben kompaniis mier bazris arCevas, produqciaze fasebis dawesebas, saWiro resursebis Rirebulebas (samuSao Zala, nedleuli, masalebi da teqnologiebi). sxvadasxva qveynis samarTlebrivi sistemebi gansxvavdeba erTmaneTisgan istoriuli, kulturuli, politikuri da religiuri niSniT, rac saerTaSoriso kompaniebis winaSe bevrad ufro rTul amocanebs ayenebs. maT unda 63 daicvan ara mxolod sakuTari qveynis, aramed im qveynebis kanonebic, sadac maTi biznesi funqcionirebs. ganasxvaveben samarTlebrivi sistemis sam tips: zogad (Common Law), samoqalaq (Civil Law system) da religiur ( Religious Law) samarTlis sistemas. zogadi samarTali aSS-is, didi britaneTisa da misi yofili koloniebis, aseve, kanadis, avstraliis, axali zelandiis, malaiziis samarTlebrivi sistemis safuZvelia. zogadi samarTali emyareba calkeul sasamarTlo saqmeze qveynis mTeli istoriis manZilze dagrovili gadawyvetilebebis miRebis erTobliv gamocdilebas. amiT iqmneba precedentebi, romlebsac sxva mosamarTleebi iyeneben analogiuri saqmeebis ganxilvis procesSi. kanonebs, romlebic gavlenas axdenen biznesis warmarTvaze, yovel qveyanaSi aqvs Tavisi specifika, rac potenciur problemebs uqmnis cudad informirebul mewarmes. magaliTad, samrewvelo sawarmosTvis, romelic dauSvebs wundebuli produqciis gamoSvebas, amerikaSi bralis dadeba sasamarTlos dros ufro advilia, vidre inglisSi. es aixsneba precedentuli samarTlis e.w. evoluciuri gansxvavebebiT am or qveyanaSi. precedentul samarTalSi evoluciuri gansxvavebis garda zogadi samarTlis qveynebSi arsebobs, aseve, Tavisi specifika samarTlis statusis saxiT (Statutory Law), anu samarTali, gamoxatuli sakanonmdeblo aqtebSi. magaliTad, mravali komerciuli garigeba, romelic ideba kompaniebsa da inglisis mTavrobas Soris, daculia sazogadoebis daJinebuli yuradRebisagan kanoniT saidumloebis dacvis Sesaxeb (Official Secrets Act). aSS-Si piriqiT, kanonis informaciaze Tavisufali SeRwevis (Freedom of Information Act) Tanaxmad sayovelTaod daSvebulia kompaniebsa da aSS-is federalur xelisuflebas Soris dadebuli xelSekrulebebis Sesaxeb informaciis gacnoba. 64 samoqalaqo samarTlis anu kodificirebuli samarTlis sistema (Civil Law System) emyareba moqmedebaTa kodifikacias da iTvaliswinebs detalurad damuSavebuli kanonebis kompleqss, romelic Sedis kodeqsSi. am kanonebis safuZvelze, sadac im moqmedebaTa detaluri CamonaTvalia, romelic nebadarTulia an ar aris nebadarTuli, xorcieldeba biznesi. zemoaRniSnul or sistemas Soris ZiriTadi gansxvaveba aris is, rom zogadi samarTlis sistemis pirobebSi detalurad muSavdeba kontraqtebi, sxvadasxva SesaZlebeli situaciebis gaTvaliswinebiT, xolo samoqalaqo samarTlis sistema gamoricxavs aseT detalizacias, vinaidan yvela sadavo sakiTxis pasuxi Camoyalibebulia samoqalaqo kodeqsSi. samoqalaqo, anu kodificirebul samarTals eyrdnoba 70-ze meti qveyana (germania, safrangeTi, iaponia, saqarTvelo da sxv.). religiuri samarTali (Religious Law) dafuZnebulia oficialurad dadgenili rwmenis wesebisa da religiuri wes-Cveulebebis sistemaze, ama Tu im religiuri swavlebis (moZRvrebis) Sesabamisad. saxelmwifo marTvis forma, romlis drosac moqalaqeTa samoqalaqo da kriminaluri qceva regulirdeba religiuri samarTliT, ewodeba Teokratia (Theocracy). iranSi, magaliTad, islamuri religiismsaxurebis jgufi moqalaqeTa moqmedebebis kanonierebas da arakanonierebas gansazRvravs ,,yuranis~ Taviseburi ganmartebebis safuZvelze. religiurma samarTalma SeiZleba sagangebo problemebi Seqmnas kompaniebis saqmianobaSi. magaliTad, muslimanuri saRmrTo wignis, yuranis Sesabamisad, sesxze procentis aReba RaribTa arasamarTlian eqspluataciad iTvleba. amitom muslimanur qveynebSi funqcionirebadi kompaniebi da finansuri organizaciebi iZulebulni arian SeimuSaon finansuri xelSekrulebebis alternatiuli variantebi, romlebic saSualebas miscems maT daagrovon da daabandon kapitali. muslimanuri komerciuli firmebi, umetes SemTxvevaSi, sistemur dakreditebasTan SedarebiT upi65 ratesobas aniWeben SeTanxmebas grZelvadian arendaze, romelsac xangrZlivi aqtivis misaRebad iyeneben. analogiurad bankis meanabreebi iranSi Rebuloben bankis mogebidan wils da ara saprocento ganakveTs. sabanko saqmis aseT organizebas xSirad ,,islamur sabanko saqmes~ uwodeben. religiur samarTalze damyarebul samarTlebriv sistemebs sxva Taviseburebebic gaaCnia. kerZod, saTanado sasamarTlo procedurebisa da apelaciis Setanis procedurebis ararseboba da sxva. yovelive es damokidebulia ama Tu im qveynis religiur tradiciebze. saerTaSoriso biznesSi did rols TamaSobs saerTaSoriso samarTali, romelic aregulirebs saxelmwifoTa urTierTobebs saqonlis, warmoebis faqtorebisa da kapitalis moZraobis sakiTxebSi. zogierTi kanoni miRebulia saerTaSoriso saqmiani aqtivobis regulirebis mizniT. am kanonebis mixedviT erT qveyanas SeuZlia meore qveyana daiTanxmos misTvis araxelsayrel politikaSi cvlilebebis Setanaze vaWrobaSi sanqciebisa da SezRudvebis gamoyenebiT. sanqciebi SeiZleba iyos sxvadasxva formis, rogoricaa: maRalteqnologiur saqonelze xelmisawvdomobis SezRudva, SeRavaTiani satarifo xelSekrulebis gauqmeba, romelime qveynis saqonlis boikotireba, embargo, satarifo barierebi, kvota, axal kreditebze uaris Tqma da da a.S. sxvadasxva qveyanas SeuZlia eqsteritorialurobis principis gamoyeneba, romlis dros saqmiani operaciebis regulireba xdeba qveynis sazRvrebs gareT. magaliTad, sxva qveynebSi moqmedi kompaniebi, romlebic cdilobdnen amerikul bazarze konkurenciis Semcirebaze emuSavaT, gaxdnen aSS-is sasamarTlos obieqtebi, rogorc antimonopoluri kanonis damrRvevebi, vinaidan isini ,,xels uSlidnen amerikis kompaniebs ewarmoebinaT produqcia msoflio bazrebisTvis~. 8 8 Гриффин Р., Пастей М., Международный бизнес. 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Питер. 2006, gv.126. 66 imisaTvis, rom warmatebiT funqcionirebdes biznesi mimReb qveyanaSi, menejerebma unda daadginon kompaniis urTierTqmedebis swori wesi biznesis adgilobriv garemosTan da SeinarCunon am qveynebis mTavrobebTan misaRebi urTierTobebi. 3.4. saerTaSoriso biznesis politikuri garemo politikuri mdgomareobis Sefaseba qveyanaSi, sadac kompania apirebs biznesis warmarTvas, saWiroa Catardes kapitalis dabandebaze gadawyvetilebis miRebamde. politikuri stabilurobis faqtors didi mniSvneloba eniWeba, vinaidan, sxvadasxva mizezebis gamo, igi moqmedebs kompaniis Tu calkeuli investoris saqmian aqtivobaze. ase, magaliTad, politikurma cvlilebebma mimReb qveyanaSi ucxouri investorisa Tu produqciis eqportiorisaTvis SesaZlebelia gamoiwvios ucxoelebis sakuTrebaze uflebebis SezRudva (ucxouri sakuTrebis nacionalizaciac ki). aseve, SeiZleba importze specialuri baJi dawesdes. sagadasaxdelo balansis an sagareo valis gadaxdis problemebi arTuleben mogebis saxiT miRebuli dolarebis gatanas qveynidan. politika SeiZleba Seicvalos investorebisaTvis sasargeblod maSin, rodesac Cndeba moTxovna ucxour kapitalze. ucxouri valutis miReba zogjer ufro mniSvnelovania, vidre Siga politikuri jgufebis moTxovnebis gaTvaliswineba. am SemTxvevaSi bazris zewola politikur interesebze Zlieria. mravali kompania warmatebiT axerxebs politikuri klimatis Sefasebas sakuTar qveyanaSi, magram politikuri situaciis Sefaseba sxva qveyanaSi maT uWirT. amis mravali mizezi arsebobs. esenia kanonebi da normatiuli aqtebi, romlebic gavlenas axdenen mimReb qveyanaSi myofi kompaniis saqmianobis stabilurobaze: kanonebi minima67 lur anazRaurebaze, romlis mixedviT ganisazRvreba danaxarjebi samuSao Zalaze; Tavisufali zonebis kanonebi, romlebic ganapirobeben kompaniis mier sakuTrebis gamoyenebis wesebs; garemos dacvis debulebebi da aqtebi gavlenas axdenen warmoebis teqnologiis arCevasa da narCenebis likvidaciisaTvis saWiro danaxarjebis gansazRvraze. garda amisa, arasasikeTo cvlilebebma sagadasaxado kodeqsSi SesaZlebelia minimumamde daiyvanos kompaniis mogeba. samoqalaqo omebi, teroristuli aqtebi an ucxoeli biznesmenebis gataceba da, aseve, kompaniis sakuTrebis eqspropriacia _ yovelive es Znelad prognozirebadia da saqmiani operaciebisaTvis did safrTxes warmoadgens. imisaTvis, rom ama Tu im qveyanaSi sworad ganisazRvros politikuri garemo, gamoiyeneba politikuri riskebis Sefaseba (Political Risk Assessment) – politikuri riskebis sistematuri analizis procedura. politikuri riskebi — esaa nebismieri cvlileba politikur pirobebSi, romelmac SeiZleba uaryofiTi gavlena moaxdinos kompaniis saqmiani operaciebis momgebianobaze. yvela politikuri riski SeiZleba miekuTvnos erT-erTs Semdegi sami kategoriidan, esenia: 1. sakuTrebis dakargvis riski, rodesac kompaniam SeiZleba dakargos Tavisi sakuTreba konfiskaciis an eqspropriaciis Sedegad; 2. operaciuli riski, rodesac kompaniis mimdinare saqmianobas an mis muSakebs safrTxe emuqreba mimRebi qveynis kanonebSi, garemos dacvis normebsa da sagadaxado kodeqsSi cvlilebebis gamo, aseve terorizmis, SeiaraRebuli ajanyebebis da sxv. mizezebis gamo; 3. transfertuli riski, rodesac mTavroba zRudavs kompaniis SesaZleblobebs gadaricxos fuladi saxsrebi qveyanaSi da mis farglebs gareT. politikuri riskebi SeiZleba aisaxos rogorc qveyanaSi moqmedi yvela kompaniis saqmianobaze, aseve zogi68 erTi maTganis operaciebze. aqedan gamomdinare, ganasxvaveben makropolitikur risks (Macropolitical Risk), romelic moicavs qveyanaSi moqmed yvela kompanias. am saxis riskis magaliTebia 90—ni wlebis samoqalaqo omebi sieraleoneSi, zairSi, bosniaSi, avRaneTisa da erayis bolo wlebis movlenebi. mikropolitikuri riski (Micropolitical Risk), Seexeba marto romelime erT kompanias an romelime dargis kompaniebs. 70-ni wlebis navTobis mrewvelobis nacionalizacia saudis arabeTSi mikropolitikuri riskis magaliTia, romelic ganpirobebuli iyo mTavrobis qmedebebiT. arasamTavrobo mikropolitikuri riskebi, aseve, seriozul gavlenas axdenen kompaniis saqmianobaze. magaliTad, kompaniebis Disneyland Paris da McDonald's –is saqmianobam safrangeTSi fermerebis ara erTi saprotesto aqcia gamoiwvia. aris SemTxvevebi, rodesac protesti gadadis Zaladobis aqciaSi, rac sabolood ucxouri kompaniis daxurviT mTavrdeba. ase magaliTad, 2003 wels kompaniebma TotalFina Elf SA, Royal Dutch/Shell da Chevron Texaco nigeris deltaSi droebiT Sewyvites saqmianoba mTavrobasa da adgilobriv eTnikur Temebs Soris saomari moqmedebebis gamo.9 nebismieri kompania, romelic miznad isaxavs axal bazarze Sesvlas, unda flobdes ZiriTad informacias Sesabamis qveyanaze. imisaTvis, rom gakontroldes kompaniis politikuri riskebi, saWiroa qveynis politikuri da ekonomikuri struqturis dadgena. kompaniis menejerebma unda gaarkvion, rogoria qveynis politikuri wyoba: Zalaufleba erTi kacis, Tu erTi romelime partiis xelSia? qveyanaSi dominirebs sabazro urTierTobebi, Tu saxelmwifo regulirebis principi? mTavroba Tvlis, rom ucxouri kompaniebi qveynis ekonomikuri ganviTarebis erT-erTi saSualebaa, Tu piriqiT, xels SeuSlis ganviTa9 Гриффин Р., Пастей М., Международный бизнес., СПб. Питер. 2006, с. 146 69 rebas? kompaniis SemkveTebi sazRvargareT kerZo Tu saxelmwifo biznesis warmomadgenlebi arian? aseve, romel struqturaSi Sedian konkurentebi? Tu es saxelmwifo struqturaa, SeuZlia ucxour kompanias masTan Tanabar pirobebSi konkurireba? ramdenad myaria arsebuli mTavrobis mdgomareoba da misi gadadgoma gamoiwvevs Tu ara radikalur cvlilebebs ekonomikur politikaSi? arsebobs mravali konsaltinguri firma, romelic specializdeba politikuri riskebis SefasebaSi. es firmebi exmarebian saerTaSoriso kompaniebs im riskis xarisxis dadgenaSi, romelic Tan sdevs ama Tu im qveyanaSi biznesis warmarTvas. aseve, aris specialuri biuletenebi da Jurnalebi, sadac ibeWdeba sxvadasxva qveynebSi Catarebuli politikuri riskebis Sefasebis yovelwliuri Sedegebi. 3.5. saerTaSoriso biznesis ekonomikuri garemo mravalerovnuli korporaciebi gavlenas axdenen im qveynis ekonomikaze, sadac funqcionirebs maTi biznesi. am korporaciebs SeuZliaT investiciebis dabandeba axal qarxnebsa da fabrikebSi da amiT Seqmnan axali samuSao adgilebi mimReb qveyanaSi. am saxis investiciebi samuSaoTi uzrunvelyofs adgilobriv moijareebs, mSeneblebsa da momwodeblebs. zogierTi qveynis xelisufleba xels uSlis ucxouri firmebis investiciebis mozidvas. naklebad ganviTarebuli qveynebi investiciebs ganixilaven rogorc eqspluatatorul qmedebas, vinaidan mogeba am investiciebidan mcire raodenobiT rCeba mimReb qveyanas, magram maRali donis sagareo valis mqone qveynebma Secvales TavianTi politika da intensiurad izidaven ucxour investiciebs. mravalerovnuli korporaciebis dadebiTi mxare aris isic, rom isini ixdian gadasaxadebs, rac aZlierebs adgilobriv ekonomikas da xels uwyobs saganmanaTleblo 70 dawesebulebebis muSaobis, satransporto da sxva municipaluri samsaxurebis srulyofas. magaliTad, rodesac kompania Toyota-am Tavisi saqmianoba daiwyo qalaq jorjtaunSi (kentukis Stati), mis mier uZrav qonebaze gadasaxadis saxiT gadaricxuli 1,5 mln. dolaris odenobiT Tanxam qalaqis biujetis 1/4 Seadgina10. teqnologiebis gadacemas, aseve, SeuZlia dadebiTi gavlena moaxdinos adgilobriv ekonomikaze, ase magaliTad, pekinis municipaluri xelisuflebisaTvis American Motors-Tan erToblivi sawarmos Seqmnis yvelaze mniSvnelovani upiratesoba iyo axali amerikuli teqnologiebis xelmisawvdomoba. aseve, General Electric-ma gazarda eleqtronaTurebis umsxvilesi ungruli sawarmos mwarmoebluroba, rodesac gadasca Tavisi teqnologiebi. mravalerovnul kompaniebs SeuZliaT qveynebs SesTavazon kapitali, teqnologiebi da mmarTvelobiTi gamocdileba. amitom mniSvnelovania, rom qveyanaSi Seiqmnas sasurveli klimati ucxouri investiciebisa da inovaciebisaTvis. imis mixedviT, Tu ra investirebis sqemebs da sameurneo saqmianobis sferos airCeven mimRebi qveynebi, izrdeba erovnuli ekonomikis ganviTarebis tempebi miRebuli Semosavlebis xarjze. mravalerovnulma korporaciebma SesaZloa uaryofiTi gavlenac moaxdinon im qveynebis ekonomikaze, sadac isini axorcieleben samewarmeo saqmianobas. am korporaciebis warmatebulma konkurenciam adgilobriv kompaniebTan SeiZleba gamoiwvios mogebis dakargva da samuSao adgilebis Semcireba. magaliTad, supermarketebis Carrefour-is damkvidrebam CineTis bazarze sirTuleebi Seuqmna adgilobriv saojaxo bizness, romelic klientebis momsaxurebas Ria kafeebSi eweoda. garda amisa, adgilobrivi ekonomika mravalerovnuli korporaciebis ekonomikuri ayvavebis gavlenis qveS eqceva, vinaidan maTi 10 Гриффин Р., Пастей М., Международный бизнес. 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Питер. 2006 , с.136. 71 finansuri warmateba sul ufro did mniSvnelobas iZens adgilobrivi mosaxleobis keTildReobis saqmeSi. rig SemTxvevaSi mravalerovnuli korporaciebi midian TavianTi saqmianobis sferoebis Semcirebaze, rac Sesabamisad iwvevs muSebisa da mosamsaxureebis ganTavisuflebas, zogjer ki korporacia saerTod wyvets saqmianobas am qveyanaSi. movlenebis aseTi ganviTarebis Sedegebi adgilobrivi ekonomikisaTvis damangrevelic SeiZleba aRmoCndes. sakmarisia korporacia BMW-s precedentis gaxseneba, rodesac man kompania Rover – is wilobriv monawileobaze uari Tqva da Tavisi aqciebis garkveuli nawili miyida Ford Motor Company–s, xolo danarCeni aqciebi SeiZina mcire britanulma kompaniam, romelic axorcielebda sxva firmebis aqciebis paketebis Sesyidvas. mravalma britanelma politikosma maSinaTve gamoxata wuxili imis gamo, rom korporacia BMW-s aseTi gadawyvetileba damangrevel Zalad aisaxeba oqsfordSiris ekonomikaze, regionis, romelic didi xnis ganmavlobaSi pirdapir damokidebulebaSi iyo kompania Rover– is saqmianobaze da samuSao adgilebze, romlebsac uzrunvelyofdnen am kompaniis sawarmoebi.11 aRsaniSnavia, rom mravalerovnuli korpora-ciebi sargebloben didi politikuri gavleniT, rogorc saerTaSoriso, aseve mimRebi qveynis doneze. Tavisi masStaburobis gamo isini xSir SemTxvevaSi sargebloben didi ZalauflebiT im qveynebSi, sadac axorcieleben mewarmeobas. samwuxarod yovelTvis aris adgilobrivi mTavrobis mier am Zalauflebis borotad gamoyenebis saSualeba, magram mravalerovnul korporaciebs mainc SeuZliaT daupirispirdnen mas. isini emuqrebian warmoebis gadataniT sxva regionebSi, rogorc es moxda espaneTSi, rodesac qveyanam miiRo axali kanonebi samuSao Zalis fasis amaRlebaze. amis sapasuxod korporaciebma 11 Гриффин Р. Пастей М. Международный бизнес. СПб.Питер. 200 , gv.136 72 Colgate-Palmolive, S.C.Johnson & Son, Kubota da Volkswagen-ma daxures espaneTis teritoriaze ganlagebuli sawarmoebis garkveuli nawili da Seamcires xelfasis fondi. amis Sedegad qveyanaSi daiwyo umuSevrobis mkveTri zrda, romelmac miaRwia 24,5%.12 3.6. saerTaSoriso biznesis teqnologiuri garemo teqnologiuri garemo biznesis ucxo qveyanaSi warmatebiT warmarTvis mniSvnelovani aspeqtia. qveynis bunebrivi resursebi, iseve rogorc investiciebi adamianur kapitalSi da kapitali materialuri aqtivebis saxiT, did gavlenas axdenen qveynis mimzidvelobaze saerTaSoriso saqmiani operaciebis ganxorcie-lebisaTvis. qveynis teqnologiuri garemos safuZvelia misi resursebi nayofieri sasoflo-sameurneo savargulebis, mdidari bunebrivi resursebis (navTobi, oqro, almasi da sxv), Warbi samuSao Zalis saxiT. resursebis arseboba an ukmarisoba gavlenas axdens imaze, Tu romeli produqcia iwarmoeba ama Tu im qveyanaSi. avstralia, argentina da tailandi, romlebsac nayofieri sasoflo-sameurneo savargulebi gaaCniaT, soflis meurneobis produqciis eqsportiorebi arian. iafi samuSao Zalis mqone qveynebis _ CineTisa da indoneziis kompaniebi awarmoeben da msoflio bazars awvdian Sromatevad produqcias. islandia da axali zelandia, piriqiT, samuSao Zalis deficitis gamo aseTi produqciis iportiorebi arian, radgan maT ar SeuZliaT Sromatevadi produqciis warmoeba mogebiT. teqnologiuri garemos srulyofis da formirebis erT-erTi xerxia investiciebi. produqciis warmoebisa da 12 Гриффин Р., Пастей М., Международный бизнес. 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Питер. 2006 , с.136 73 ganawilebis procesis gaadvilebisaTvis mravali qveyana, maT Soris kanada, germania da iaponia did Tanxebs abandeben Tavis infrastruqturaSi (avtomagistralebi, kavSirgabmulobisa da wyalmomaragebis sistemebi da sxv.). aseve mravalma qveyanam didi investiciebi ganaxorciela adamianur kapitalSi, ramac xeli Seuwyo am qveynebis moqalaqebis codnis srulyofas da samuSao Zalis Sromis mwarmoeblurobis amaRlebas. teqnologiuri garemos cvlilebis kidev erTi xerxia teqnologiebis gadacema (technology transfer) erTi qveynidan sxva qveyanaSi. zogierTi qveyana teqnologiebis gadacemis momxrea pirdapiri ucxouri investiciebis stimulirebis xarjze. ase, magaliTad, ungreTsa da poloneTSi SemoRebuli iyo sagadasaxado da sxva SeRavaTebi, ramac daainteresa kompaniebi General Electric da General Motors aeSenebinaT sawarmoebi am qveynebis teritoriaze.13 sxva qveynebma teqnologiuri garemos srulyofas miaRwies sakuTar resursebze da samomxmareblo bazrebze SeRwevis sanacvlod teqnologiebis Semotanis pirobiT. magaliTad, saudis arabeTma navTobmompovebel kompaniebTan xeli moawera kontraqts nedli navTobis mopovebaze pirobiT, rom es kompaniebi Seaswavlidnen maT specialistebs navTobis mopovebis Tanamedrove meTodebs. qveynis teqnologiuri garemos ganmsazRvrel faqtors miekuTvneba inteleqtualur sakuTrebaze uflebebis dacvis done, romelsac uzrunvelyofen am qveynis kanonebi. inteleqtualuri sakuTreba, romelsac miekuTvneba patentebi, saavtoro uflebebi, savaWro markebi da sxv., Seadgenen umravlesi mravalerovnuli korporaciebis aqtivebis mniSvnelovan nawils. qveynebs, romlebic ver uzrunvelyofen inteleqtualuri sakuTrebis dacvas, maRali teqnologiebis gamoyenebasTan dakavSirebu- Гриффин Р., Пастей М., Международный бизнес. 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Питер. 2006, с.140 74 li ucxouri investiciebis mozidvis naklebi SesaZleblobebi aqvT. mraval qveyanaSi miRebulia inteleqtualuri sakuTrebis dacvis kanonebi. garda amisa, aseTi uflebebis dacva uzrunvelyofilia sxvadasxva saerTaSoriso xelSekrulebebiT. inteleqtualuri sakuTrebis aradamakmayofilebeli dacva saerTaSoriso kompaniebs SeiZleba metad Zviri daujdeT. komerciuli programuli uzrunvelyofis mwarmoeblebis asociaciis (Business Software Alliance) monacemebiT, programuli produqciis arakanonierad gavrceleba 2002 wels asociaciis wevrebs 13 miliardi dolari daujdaT. sxvadasxva qveynebSi sapatento praqtikis gansxvavebam SeiZleba gamoiwvios konfliqturi situaciebi. magaliTad, iaponiis kompaniebSi miRebulia gaformdes patentebis didi raodenoba, romelTagan TiToeuli warmoadgens mxolod ukve arsebuli patentis umniSvnelo modifikacias. aSS-is kanonmdebloba, piriqiT, moiTxovs patentunariani gamogonebebi iyos principulad axali da sasargeblo. aqedan gamomdinare, aSS-is kompaniebi aregistrireben bevrad nakleb patentebs iaponiis firmebTan SedarebiT. aseTma situaciam gamoiwvia savaWro davebi aSS-sa da iaponias Soris iaponiis kompaniebis mier generirebuli e.w. ,,zvavuri patentebis~ Taobaze. am saxis dapatenteba konkurentul firmebSi arTulebs teqnologiis srulyofas kompaniis inteleqtualuri sakuTrebis uflebis darRvevis gareSe (radgan iaponia umniSvnelo modifikaciasac apatentebs). cxadia, rom ,,zvavuri dapatenteba~ mniSvnelovan zarals ayenebs teqnologiuri srulyofis saqmes. problemebi saerTaSoriso biznesSi SesaZlebelia gamowveuli iyos savaWro niSnebisa da brendebis registraciiT. rogorc wesi, bevri qveyana iyenebs pirveli ganmcxadeblis princips, romelic xSirad qmnis konfliqtur situacias. kompaniam SeiZleba airCios Tavisi qveynis Siga 75 bazarze cnobili saxelwodeba, an savaWro markis dasaxeleba, magram produqciis sxva qveyanaSi eqsportirebis dros SeiZleba aRmoCndes, rom romelime mewarmem ukve gaaforma sakuTrebis ufleba am qveyanaSi aseT markaze an dasaxelebaze. magaliTad, amerikulma kompaniam С. Penney, romelmac analogiuri problemebis asacileblad Tavisi savaWro markis registracia moaxdina bazrebis umravlesobaze, Tavis saxelwodebaze ufleba dakarga singapurSi mcire mewarmis gamo, romelmac Tavis or maRazias daarqva saxeli ,,С. Penney Collections~. singapuris respublikis sasamarTlom С. Penney savaWro marka scno kanonierad, magram Tavis mSobliur qveyanaSi da ara singapurSi, vinaidan es ufleba ar iyo gaformebuli saTanadod. am mizeziT amerikulma firmam singapurSi Tavisi saxeli dakarga.14 saerTaSoriso biznesis praqtikaSi aris SemTxvevebi, rodesac patentebis gaformebis, ganacxadebis ganxilvis gaWianurebis gamo kompaniebs yovelgvari gadaxdebis gareSe SeuZliaT gamoiyenon sxva kompaniebis mier Seqmnili teqnologiebi da miiRon mogeba. amitom inteleqtualur sakuTrebas esaWiroeba srulyofili dacvis meqanizmis gamoyeneba. 3.7. saerTaSoriso biznesis kulturuli, eTikuri da socialuri garemo saerTaSoriso biznesi ar Semoifargleba marto erovnuli CarCoebiT, igi scildeba mas da amitomac kulturuli ganmasxvaveblebis mniSvneloba organiza-ciebisaTvis metad izrdeba da ufro did gavlenas axdens saqmiani aqtivobis efeqtianobaze. nebismieri biznesi dakavSirebulia adamianebs Soris kontaqtebTan, rac saerTa14 76 Гриффин Р., Пастей М., Международный бизнес., СПб.Питер. 2006, с.144 Soriso bazarze warmatebis mopovebisaTvis moiTxovs sxvadasxva erebis kulturis, urTierTobebis normebis, socialuri gamocdilebis codnas. saerTaSoriso biznesSi kulturuli garemos faqtorebi qmnian yvelaze met sirTuleebs. aqedan Cndeba kroskulturuli problemebi, anu winaaRmdegobebi, romelic ganpirobebulia im axal socialur da kulturul pirobebSi muSaobiT, sadac adamianebis calkeul jgufebs Soris azrovnebis stereotipebSi gansxvaveba arsebobs. swored amitom, erovnuli kulturebis koreqtuli Sefaseba da gansxvavebebis adekvaturi dadgena sul ufro mniSvnelovani xdeba. saerTaSoriso praqtikaSi cnobilia, rom saqonlis, momsaxurebis gayidvisas sxvadasxva teritoriaze aucileblad gasaTvaliswinebelia sxvadasxva kulturis mqone momxmareblebi, risTvisac saWiroa kroskulturuli problemebis gageba, im kulturis maxasiaTeblebis codna, romlebic saerTaSoriso biznesis kulturul garemos qmnian. aq didi roli eniWebaT menejerebs, vinaidan es procesebi maTgan moiTxovs kroskulturul liderobas, romelic efuZneba gansxvavebul kulturaTa warmomadgenlebis TanamSromlobas saerTo RirebulebaTa gansazRvris meSveobiT. mravalerovnuli korporaciebi did gavlenas axdenen im qveynebis kulturaze, sadac maTi biznesi funqcionirebs. am korporaciebis saqmianoba iwvevs adgilobrivi mosaxleobis cxovrebis donis amaRlebas da adgilobriv bazarze axali produqciisa da momsaxurebis gamotanas, romlebic adre miuwvdomeli iyo mosaxleobisTvis. amasTan dakavSirebiT qveynebSi, sadac xorcieldeba am kompaniebis biznesi, xdeba mosaxleobis qcevis axali normebis damkvidreba. aseTi cvlilebebia adgilobriv sawarmoebSi ufro saimedo danadgarebisa da instrumentebis gamoyeneba, xarisxiani farmacevtikuli preparatebis da iseTi sakvebi produqtebis Semotana, romlebic pasuxoben sanitarul-higienur moTxovnebs. ra Tqma unda aqac aris ga77 monaklisebi, rogorc es moxda kompania Nestle-s produqciasTan dakavSirebiT, rodesac xelmZRvanelobam miiRo uamravi kritikuli gamoxmaureba misi produqciis — bavSvTa kvebis Sesaxeb mosaxleobis moTxovniT produqciis Semotanaze akrZalviT.15 saqmiani samyaros internacionalizaciis Sesabamisad izrdeba interesi menejerebisa da kompaniebis eTikisa da socialuri pasuxismgeblobisadmi. eTika individis piradi damokidebulebaa misi sakuTari gadawyvetilebebis, moqmedebebisa da qcevis koreqtulobisadmi. miuxedavad imisa, rom eTika ganisazRvreba calkeuli individebis rwmenis konteqstSi, eTikuri qceva umravles SemTxvevaSi aRiqmeba rogorc qceva, romelic Seesabameba miRebul socialur normebs. rogorc wesi, nebismier sazogadoebaSi aris formaluri kanonebi, romlebic asaxaven sazogadoebis wevrebis eTikur standartebs an qcevis socialur normebs. gansxvavebebi kulturaSi xSir SemTxvevaSi qmnian damatebiT eTikur sirTulebs. is, rac miRebulia erT kulturul garemoSi, SeiZleba miuRebeli da amoraluric ki aRmoCndes sxva kulturaSi. amasTan erTad, adamianis religiur mrwamss eniWeba didi mniSvneloba, vinaidan igi gansazRvravs adamianis qcevis eTikur aspeqtebs. zogierTi religia ufro xist wesebsa da normebs adgens, zogi ufro moqnils. da miuxedavad amisa, xSir SemTxvevaSi religiuri rwmena formalur kanonze ufro mZlavri faqtoria saqmiani qcevis formirebaSi. erTerTi umniSvnelovanesi eTikuri aspeqti saerTaSoriso biznesSi aris kompaniis damokidebuleba personalisadmi. sxvadasxva qveynebis kompaniebSi eTikuri qcevis aspeqtSi yvelaze didi sxvaoba, Tavs iCens iseT sferoebSi, rogoricaa muSakebis samsaxurSi miReba da ganTavi15 78 Гриффин Р., Пастей М., Международный бизнес. 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Питер. 2006, с.16 sufleba, Sromis anazRaurebisa da saTanado samuSao pirobebis uzrunvelyofa, damokidebuleba muSakis piradi cxovrebis konfidencialurobisadmi da pativiscemis gamoxatva personalis mimarT. mravali eTikuri problema dakavSirebulia imasTan, Tu ra damokidebuleba aqvT muSebsa da momsaxure personals Tavisi kompaniisadmi, rac gulisxmobs interesebis konfliqtebs da muSakebis patiosnebas. biznesis warmarTvis kidev erTi mniSvnelovani eTikuri aspeqtia kompaniisa da misi muSakebis urTierTobebi ekonomikuri saqmianobis sxva subieqtebTan. kompaniis interesebis mTavari subieqtebia: SemkveTebi, konkurentebi, aqcionerebi, mimwodeblebi, dilerebi da profkavSirebi. miuxedavad imisa, rom eTika adamianis individualurobis ganuyofeli nawilia, kompaniebi cdiloben SeimuSavon qcevis eTikis saerTo normebi da dauqvemdebaron personalis qcevebi am normebs. es marTvis erT-erTi umniSvnelovanesi komponentia, radgan cnobilia, konfliqturi situacia Semoaqvs araeTikur qmedebebs (unethical behavior) koleqtivSi da ra damangreveli Zalaa nebismieri organizaciisaTvis xangrZlivi konfliqtebi. biznesis warmarTvis eTikis sakiTxebi xorcieldeba kompaniis socialuri pasuxismgeblobis konteqstSi. socialuri pasuxismgebloba es aris valdebulebebis erToblioba, romlebsac organizacia iRebs Tavis Tavze sazogadoebis interesebis dacvisa da misi Semdgomi ganviTarebis mizniT. kompaniebs gaaCniaT socialuri pasuxismgebloba maTi saqmianobis SedegebiT dainteresebulTa winaSe, aseve, garemos dacvisa da sazogadoebriv keTildReobasTan mimarTebaSi. zogierTi kompania pasuxismgeblobas iRebs samive CamoTvlili mimarTulebis mixedviT da maqsimalurad cdilobs warmatebiT Seasrulos Tavisi movaleobebi. am dros sxva kompaniebi irCeven am mimarTulebebidan erTs an 79 ors. arsebobs kompaniebi, romlebic socialur pasuxismgeblobas sazogadoebis winaSe arc erTi saxiT ar iReben. kompaniis socialuri pasuxismgeblobis marTva moicavs misi saqmianobis iseTi mxareebis regulirebas, rogoricaa samarTlebrivi da eTikuri normebis Sesatyvisoba, socialuri pasuxismgeblobis araformaluri aspeqtebi da kompaniis Zalisxmevis Sefaseba, romelic mimarTulia am kompaniis sazogadoebis winaSe pasuxismgeblobis zrdisken. Tanamedrove etapze aris mcdeloba, rom ganxorcieldes kompaniebis saqmianobis eTikuri da socialuri aspeqtebis regulireba sakanonmdeblo berketebis gamoyenebiT. amis magaliTebia iseTi kanonebi, rogoricaa ,,kanoni sagareoekonomikur saqmianobaSi korufciasTan brZolis Sesaxeb~, ,,kanoni ucxoel moqalaqebis mimarT kanondarRvevebis Sesaxeb~, ,,meqrTameobasTan brZolis konvencia~, aseve Sromis saerTaSoriso organizaciis saqmianoba. Foreign Corrupt Practices Act, FCPA _ ,,kanoni sagareo-ekonomikur saqmianobaSi korufciasTan brZolis Sesaxeb~, romelic ukrZalavs amerikul kompaniebs qrTamis micemas sazRvargareTis saxelmwifo moxeleebisTvis am qveyanaSi biznesis warmarTvisaTvis, miRebul iqna aSS-is kongresis mier 1977 wels. Alien Tort Claims Act _ ,,kanoni ucxoel moqalaqebis mimarT kanondarRveve-bis Sesaxeb~ ukrZalavs aSS-is mravalerovnul korporaciebs mogebis miRebis mizniT ucxoeli moqalaqeebis uflebebis darRvevas. Anti-Bribery Convention of the Organization for Economic Cooperation and Development _ ,,meqrTameobasTan brZolis konvencia~ miRebul iqna kanadaSi 2000 w. da Semdeg ratificirebul iqna kidev 33 qveyanaSi. es konvencia krZalavs meqrTameobas saerTaSoriso saqmiani operaciebis ganxorcielebis dros, romlis damrRvevi isjeba kanoniT. International Labor Organization, ILO _ Sromis saerTaSoriso organizacia, romlis amocanaa Sromis pirobebis 80 monitoringi, ganviTarebadi qveynebis sawarmoebSi faqtobrivad akontrolebs maT saqmianobas. 3.8. saerTaSoriso biznesi da bunebrivi garemo saerTaSoriso arenaze cnebebi ,,biznesi~, ,,mewarmeoba~ da ,,ekologiurad misaRebi saqmianoba~ statiebSi, dokumentebsa da dadgenilebebSi pirvelad moixsenieba 70-ni wlebidan gaeros helsinkis konferenciis Semdeg (1972 w.). specialurad Seqmnili garemosa da ganviTarebis komisia (e.w. gru brutlandis komisia) miznad isaxavda garemoSi kacobriobis samomavlo cxovrebis problemebis detalur analizs. gru brutlandis moxsenebaSi ,,Cveni saerTo momavali~ (1987 w.)16 aRiniSna, rom mTavrobebma, sazogadoebrivma organizaciebma, mewarmeTa wreebma unda gaaerTianon Zalebi ekologiuri problemebis gadasawyvetad, winaaRmdeg SemTxvevaSi es problemebi TviT bunebisa da sazogadoebis arsebobas safrTxes uqmnian. dRes ekologia kvlav umniSvnelovanesi problemaa, romlis Sesaxeb miRebulia mravali dadgenileba, rogoricaa saerTaSoriso savaWro palatis qartia ,,biznesi da garemo~, evrokavSiris dokumenti ,,saerTo pasuxismgebloba~. am dadgenilebebSi Camoyalibebulia principebi, romliTac unda xelmZRvanelobdes mewarme bunebasTan mimarTebaSi, pasuxs agebdes sawarmoo garemoSi mimdinare cvlilebebis gamo. rio-de-JaneiroSi miRebul dokumentSi ,,XXI saukunis dRis wesrigi~ xazgasmulia, rom ekologiuri menejmenti mdgradi ganviTarebis sakvanZo dominanti da, amasTan erTad, samrewvelo saqmianobisa da mewarmeobis umaRlesi prioriteti unda gaxdes. 16 Гру Брутланд., Наше общее будущее., Доклад МКОСР., Москва., Изд. Прогресс., 1987. 81 bunebrivi garemo aris adamianis arsebobis piroba da misi sicocxlis gagrZelebis saSualeba. amasTan, es is sivrcea, sadac adamiani ganalagebs samrewvelo, sasoflo-sameurneo, kulturul-saganmanaTleblo, sayofacxovrebo obieqtebs, rac uzrunvelyofs mis srulfasovan cxovrebas. nebismieri biznessistema bunebriv garemosTan kavSirSi moqmedebs da amitom misi daarsebidanve unda ganisazRvros garemosTan urTierTqmedebis principebi, sadac unda dominirebdes ekologiuri midgoma. dRes, rodesac msoflioSi aqtiurad inergeba mdgradi ganviTarebis koncefcia _ ,,Sustainable development~, yvelasaTvis naTeli gaxda rogori didi mniSvneloba eniWeba balansis SenarCunebas sawarmoo saqmianobasa da jansaR, mdgrad garemos Soris. ,,Sustainable development~ midgomaa, romelic cxovrebis xarisxis amaRlebasa da resursebis gamoyenebis intensivobis Semcirebas uwyobs xels. mdgradi ganviTareba moicavs aseve iseT maRalprioritetul miznebs, rogoricaa ekonomikuri zrda, siRaribisa da resursuli deficitis daZleva. faqtobrivad ,,Sustainable development~ moiazreba ekonomikur mdgrad ganviTarebasTan erTad, rac sabolood uzrunvelyofs ekologiurad usafrTxo mdgradi ekonomikis Camoyalibebas. am konteqstSi mniSvnelovania mwvane biznesis – Green Business-is ganviTareba, romelic gulisxmobs produqciis warmoebiT garemosadmi minimaluri zaralis miyenebasa da momuSaveTaTvis sufTa da usafrTxo samuSao pirobebis dacvas. mwvane biznesis damaxa-siaTebeli Tvisebebia ekologiuri faqtorebis gaTvaliswineba axali saxeobis produqciis, sawarmoo procesebisa da axali teqnologiebis daproeqtebis dros; garemoze biznesis zemoqmedebis Semcirebis mizniT, misi warmarTva garemos dacvis miRebuli standartebis mixedviT. 82 biznessistemis ekologiuri Semadgeneli warmoadgens Semdegi faqtorebis erTobliobas: bunebrivi resursebis xelmisawvdomoba, biznesis usafrTxo funqcionirebisTvis ekologiuri barierebis Seqmna, sawarmos produqciis mimarT ekologiuri moTxovnebi, produqciis warmoebisas an momsaxurebis gawevisas garemoze sawarmos zemoqmedebis formebi. saxelmwifos ekologiuri funqciebi xorcieldeba Sesabamisi ekonomikuri, organizaciuli da samarTlebrivi meqanizmebis meSveobiT. garemos dacvis ekonomikuri meqanizmi miznad isaxavs: • garemosdacviTi RonisZiebebis dagegmvasa da dafinansebas; • bunebrivi resursebiT sargeblobis regulirebas, gamonabolqvebisa da Camdinare wylebis limitebis dadgenas; • bunebriv resursebze da garemos dabinZurebaze gadasaxadebis normativebis gansazRvras; • resursdamzogveli teqnologiebis mqone da aratradiciuli saxis energiis momxmarebeli sawarmoebisadmi sagadasaxado, sakredito da sxv. SeRavaTebis gawevas; • bunebrivi garemosa da adamianis janmrTelobisadmi miyenebuli zaralis anazRaurebas. ekologiuri funqciis samarTlebrivi meqanizmis mizania bunebrivi garemos xarisxis uzrunvelyofa samarTlebrivi regulirebis saSualebebiT. mTeli rigi aseTi kanonebisa miznad isaxavs bunebrivi garemos SenarCunebas, sameurneo saqmianobis garemoze da adamianis janmrTelobaze mavne zemoqmedebis acilebas, garemos gajansaRebasa da misi xarisxis amaRlebas. saerTaSoriso doneze damwyebma da aqtiurad moqmedma biznesmenma unda icodes, ra danakargebTan aris dakavSirebuli misi saqmianoba. ekonomikur aspeqtSi meur83 neobrivi saqmianobis Sedegebi es pirdapiri da iribi danakargebis jamia, romelic dakavSirebulia warmoebis efeqtianobis klebasa da resursebis araracionalur gamoyenebasTan. aq saqme gvaqvs erovnuli simdidris danakargebsa da xarjebis zrdasTan, romelic gamowveulia narCenebis moculobis gadidebasTan. rac Seexeba narCenebs, unda iTqvas, rom igi uaryofiT gavlenas axdens ara marto ekonomikaze, aramed garemos mdgomareobasa da adamianis janmrTelobaze. aq igulisxmeba ara marto nedleulis, masalebisa da energiis narCenebi, aramed xmauri, vibracia, mtveri, energetikuli gamosxiveba da sxv. msoflioSi cnobilia romeli saxis biznesi ra ekologiur problemebTan aris dakavSirebuli. agrobiznesi, romelic masobrivad iyenebs mineralur sasuqebsa da Sxamqimikatebs, did zians ayenebs garemos. mineraluri sasuqebis mxolod 40-50% ixarjeba daniSnulebisamebr, danarCeni niadagidan irecxeba atmosferuli da gruntis wylebiT, xvdeba mdinareebSi, tbebSi, zRvebsa da okeaneebSi. myari sayofacxovrebo narCenebis warmoqmnis wyaroa sarestorno, turistuli, sakurorto da sastumros biznesi. narCenebis lpoba-mineralizacia ramdenime weli grZeldeba. maTi narecxi nakadebi qimiurad da baqteriologiurad abinZureben mdinareebsa da gruntis wylebs. mrewvelobis dargis kompaniebi mudmivad ayeneben zians garemos Camdinare wylebis, gamonabolqvis saxiT. maTi saqmianobis Sedegad izrdeba qimiuri damabinZureblebis Semadgenloba niadagsa da kvebis produqtebSi. gansakuTrebiT saSiSia qimiuri da birTvuli sawarmoebis narCenebi. erovnuli simdidris danakargebs, romelic gamowveulia avariebiT, katastrofebiTa da bunebrivi resursebis uyairaTo gamoyenebiT, mivyavarT ZiriTadi fondebis, savargulebis, miwisa da tyis resursebis mwyobridan gamosvlamde. 84 am problemebis gadawyvetSi didi roli eniWeba ekonomikis ekologizacias, anu konkretuli teqnologiurekonomikuri RonisZiebebis gatarebas, romelic moicavs resursebis dazogvas, energiis principulad axali wyaroebis Ziebas, mcirenarCenian warmoebas, narCenebis gadamuSavebas da sxv. amisaTvis ki ekologiuri daniSnulebis teqnikaze ar unda dawesdes maRali gadasaxadebi da rogorc sazRvargareTis gamocdileba cxadyofs, ekologiurad orientirebuli saqmianobisTvis saWiroa xelsayreli sagadasaxado klimatis Seqmna, raTa ar Seiqmnas damatebiTi barieri garemosdacviTi investiciebisTvis. gamomcemloba Washington Profile http://posecur.ru/202.htm aSS-is biznesstruqturebis saqmianobis Sesaxeb aRniSnavs, rom aq ukve gadavidnen biznesis warmarTvis axal modelebze, rodesac iyeneben ,,mwvane~ politikas, anu kompaniebi cdiloben miaRwion fuladi saxsrebis ekonomias da amasTan erTad, SeinarCunon planeta. ase magaliTad, gadasvla eleqtronul dokumentbrunvaze kompanias qaRaldis yidvaze gaweuli xarjebis ekonomiis saSualebas aZlevs da, amasTan erTad, qaRaldis warmoebisTvis saWiro xe-tyis resursis dazogva xdeba. aseve, informaciuli teqnologiebis masStaburi gamoyenebiT (internet-konferenciebi, skaipi) saqmian partnerebTan da klientebTan samivlinebo xarjebis da benzinis ekonomia miiRweva. amavdroulad, es garemos naklebi dabinZurebis saSualebacaa. unda aRiniSnos, rom ucxoel biznesmenebs kargad aqvT gacnobierebuli, rom biznesis ganviTareba ekologiuri normebis dacviT xels uwyobs kompaniis dadebiTi imijis formirebas msoflio bazarze da sazogadoebaSi. msoflio bankis mier gamoqveynebuli gamokvlevebis mixedviT amerikuli korporaciebis 82% da evropis - 76% oficialurad acxadebs, rom garemos dacva maTi saqmianobis erT-erTi prioritetia da isini aqveyneben wliuri 85 angariSebs, sadac motanilia Sesabamisi damadasturebeli masalebi.17 amasTan erTad, gaaqtiurda e.w. ,,mwvane investorebis~ saqmianoba, romlebic realurad exmarebian sawarmoebs ekologiuri problemebis mogvarebaSi da maTi investiciebi mimarTulia ekologiurad sufTa teqnologiebis danergvaze. konsaltinguri firmis ,,niu enerji faensis~ informaciis Tanaxmad, 2007 wlis ganmavlobaSi aSS-Si ,,mwvane investorebis~ mier am mimarTulebiT dabandda 17 mlrd dolari. saubaria im kompaniebze, romlebic dakavSi-rebulia energiis alternatiuli wyaroebis warmoebasTan, rogoricaa mzis, qaris, geoTermuli energia, biosawavi da sxv. garemosdacviT RonisZiebaze daxarjuli yoveli finansuri erTeuli iwvevs garemos mdgomareobis gaumjobesebas da es Sesabamisad sazogadoebaSi ukve ara marto pozitiuri socialuri mdgomareobis maCvenebelia, aramed biznesis ganviTarebis aqtivia. sakontrolo kiTxvebi: 1. ra aris biznesis garemo da ra elementebs moicavs igi? 2. ras gulisxmobs sabazro garemos mraval-donianoba? 3. CamoTvaleT biznesgaremos oTxi done da mokled daaxasiaTeT isini. 4. rogoria gare faqtorebis struqtura? 5. ra mniSvneloba eniWeba samarTlebriv garemos biznesSi? 6. ratom aris saWiro religiuri samarTlis codna saerTaSoriso biznesSi? 7. ratom uWirT kompaniebs politikuri situaciisa da politikuri riskebis Sefaseba sxva qveyanaSi? 17 Tolordava J. biznesi da ekologiuri riskebi. Jurn. ekonomika da biznesi. #3 2010 86 8. ra mniSvneloba eniWeba saerTaSoriso biznesis ekonomikur garemos? 9. ra aris qveynis teqnologiuri garemos safuZveli? 10. ra aris bunebrivi garemo da ratom eniWeba biznesSi didi mniSvneloba ekologiur midgomas? 11. ra gavlenas axdens saerTaSoriso biznesi im qveynebis kulturaze, sadac igi funqcionirebs? 12. ras moicavs kompaniis socialuri pasuxismgeblobis marTva? literatura: 1. Tolordava J., biznesi da ekologiuri riskebi, J. ,,ekonomika da biznesi” ,3., 2010; 2. saerTaSoriso biznesis garemo, saqarTvelos ekonomi3. kisa da samarTlis universitetis sauniversitetTaSoriso konferenciis masalebi, 2010; Tolordava J., biznesi da bunebrivi garemo, J.,,ekonomika da biznesi~ 2009; 4. Гриффин Р., Пастей М., Международный бизнес. СПб, Питер. 2006; 5. Брутланд Гру, Наше общее будущее, Доклад МКОСР. Москва, Изд. Прогресс. 1987; 6. Мескон Майкл, Франклин Хедоури, Основы менеджмента. М., Изд. Дело, 1997; 7. http:// market-pages.ru/business/78/html. Структурные уровни экономической среды бизнеса; 8. http:// vuzlib.net/beta3/html/15688/5721/ Факторы международной среды; 9. Толордава Ж., Эколого-экономические проблемы и устойчивое развитие, J. ,,socialuri ekonomika~ #2 2004; 10. http:// www.imcl. ru/ecology/080907. Бизнес, инвесторы и окружающая среда. 87 Tavi IV saerTaSoriso vaWroba: Teoria da praqtika Sesaswavli sakiTxebi: 1. merkantilizmis Teoria da politika; 2. absoluturi upiratesobis (a.smiTis) Teoria; 3. fardobiTi upiratesobis (d. rikardos) Teoria; 4. warmoebis faqtorebis Tanafardobis hekSer-olinis Teoria da misi testireba; 5. saerTaSoriso vaWrobis alternatiuli Teoriebi; 6. linderis moTxovnasTan Tanafardobis hopoteza; 7. saerTaSoriso produqtis sasicocxlo cikli; 8. maikl porteris saerTaSoriso konkurenciis Teoria; 9. saerTaSoriso savWro politikis instrumentebi. 4.1. merkantilizmis Teoria da politika 1990 wlebidan intenacionalizaciis talRis gaZliereba ganapiroba qveynebis didi nawilis mier gatarebulma politikam, romelic Ria ekonomikis formirebisken iyo mimarTuli. internacionalizaciis procesebis gaZliereba aisaxa transnacionalizaciis, integraciis da globalizaciis tendenciebis gaRrmavebaSi, rac saerTaSoriso biznesis ganviTarebisTvis xelSemwyob garemos ayalibebs. saerTaSoriso biznesis aqtivizaciis da msoflio bazarTan srulfasovani integraciisTvis umniSvnelovanesia saerTaSoriso vaWrobis, pirdapiri ucxouri investiciebis da ekonomikuri ganviTarebis Sesaxeb ekonomikuri koncefciebis da msoflio gamocdilebis Seswavla, romlis safuZvelze momavalSi biznesis internacionalizaciis xelSemwyobi swori saxelisuflebo politikis gatareba gaxdeba SesaZlebeli. 88 sul mcire, sami aseuli welia, rac mecnierebi ikvleven problemas, Tu ratom vaWroben saxelmwifoebi (erebi) erTmaneTTan. pasuxi warmodgenil kiTxvaze dResac aqtualuria, ara marto sakiTxis mecnieruli Sesawavlis, aramed saerTaSoriso savaWro garigebebis praqtikuli realizaciis, vaWrobis mimarTulebebis, struqturis da moculobis gansazRvrisTvis. sagareo vaWrobis sakiTxis Seswavla XVI-XVII ss.-Si merkantilizmis epoqaSi daiwyo. merkantilizmis Teoriisa da politikis arsi ganisazRvreboda Semdegi principebiT: (1) erebis simdidre damokidebulia saganZuris dagrovebaze, rac Cveulebriv oqros saxiT aris warmodgenili; (2) simdidris zrdis mizniT mTavrobam unda gaataros politika, romliTac xels Seuwyobs eqsports da SezRudavs imports. evropaSi feodalizmis ganviTarebasTan erTad saxelmwifoebSi Zlerdeboda simdidris mopovebis survili, ramac biZgi misca did geografiul aRmoCenebs. naosnobis ganviTarebam SesaZlebeli gaxada axali kontinentebis aRmoCena. dasavleT naxevarsferoSi moiZies oqro, ris safuZvelzec gafarTovda fulis saxiT oqros gamoyenebis SesaZleblobebi. Zlieri saxelmwifoebi koloniebs ipyrobdnen da ibrZodnen gavlenis sferoebis gadanawilebisTvis. gaizarda qalaqebis ricxvi. aRorZinebis epoqaSi ganaTlebis saerTo done amaRlda. am istoriul fonze saWiro gaxda axali ekonomikuri koncefcia, romelic axali meurneobrivi sistemis Sesabamisi iqneboda da erovnuli ekonomikis ganviTarebisTvis ucxouri eqspansiis aucileblobas daamtkicebda. aseTi Teoria gaxda merkantilizmi (T. mani, u. peti). merkantilizmis mimdevarTa azriT, SezRuduli simdidre arsebobs, anu erTi qveynis simdidris zrda SesaZlebelia sxva qveynis gaRaribebis xarjze. ramdenadac gamdidreba SesaZlebelia simdidris gadanawilebis gziT, amitom 89 Zlieri ekonomikis Sesaqmnelad saWiroa Zlieri saxelmwifo manqana. merkantilistebis azriT, ekonomikuri sistema Sedgeba sami seqtorisgan: sawarmoo, sasoflo-sameurneo da ucxouri koloniebisgan. isini vaWrebs ganixilavdnen ekonomikuri sistemis warmatebuli funqcionirebis aucilebel jgufad, xolo Sroma miCneuli iyo warmoebis ZiriTad faqtorad. mdidari qveyana oqro-vercxlis simravlesTan asocirdeboda. merkantilistTa azriT, saxelmwifom erovnuli poziciebis SesanarCuneblad unda Seasrulos Semdegi miTiTebebi: -SeinarCunos dadebiTi savaWro balansi _ gaitanos meti saqoneli, vidre Semoitanos, radgan es ukanaskneli uzrunvelyofs oqros gadinebas, rac, Tavis mxriv, amcirebs saSinao warmoebas da dasaqmebas; -unda moaxdinos sagareo vaWrobis regulireba, raTa gazardos eqsporti da Seamciros importi dadebiTi savaWro saldos SenarCunebis mizniT. gamoiyenos tarifi, kvota da savaWro politikis sxva instrumentebi; -akrZalos, an mkacrad SezRudos nedleulis gatana, xolo nedleulis importi moaxdinos ubaJod. es oqros maragis akumulirebas Seuwyobs xels da SenarCunebuli iqneba dabali fasebi mza produqciaze; - akrZalos Tavisi koloniis yovelgvari vaWroba sxva qveynebTan, aukrZalos mas mza nawarmis warmoeba, raTa igi gadaiqces metropolisTvis nedleulis mimwodeblad. merkantilisturi TvalsazrisiT, ekonomikuri sistema funqcionirebs arasruli dasaqmebis pirobebSi, Sesabamisad, ucxoeTidan oqros modinebiT SesaZlebelia warmoebis zrda. da piriqiT, sruli dasaqmebis pirobebSi, ucxoeTidan oqros modineba gamoiwvevs inflaciis zrdas. merkantilizmis praqtikaSi gamoyenebam Zvirfasi liTonebis gacvlaze saxelmwifo kontroli daamkvidra. saxelmwifo krZalavda oqro-vercxlis gatanas kerZo pi90 rebis mier. damnaSaveebs mkacrad sjidnen. mTavroba sagareo vaWrobis nebas rTavda gansazRvrul kompaniebs gansazRvruli marSrutiT, mTavroba axdenda eqsportis subsidirebas, nedleulis importi ar ibegreboda da a. S. merkantilistebma pirvelebma miaqcies yuradReba sagareo vaWrobis rols qveynis ekonomikur zrdaSi, Seqmnes misi ganviTarebis erT-erTi modeli: pirvelad Semoitanes ekonomikaSi aRricxvis forma, rasac dRes sagadasaxdelo balansi ewodeba. merkantilistebis Sexedulebebis SezRuduloba Cans im TvalsazrisSi, rom erTi qveynis gamdidreba xdeba meoris gaRaribebis xarjze. maT ver gaTvales, rom gamdidreba SesaZlebelia qveynis ganviTarebis gziTac. Tumca, fiziokratebisgan gansxvavebiT, romelTac ignorireba gaukeTes sagareo vaWrobas, merkantilistTa ideebma biZgi misca klasikuri skolis Sexedulebebis Camoyalibebas saerTaSoriso ekonomikaSi. merkantilistTa Sexedulebebi pirvelad gaakritika ingliselma ekonomistma devid iumma (1711-1776 ww.), romelmac Seqmna urTierTzemoqmedebis modeli: fasi — sanelebeli — nakadi. man eWvqveS daayena merkantilistTa azri, rom qveynebs SeuZliaT usasrulod daagrovon oqro da es gavlenas ar moaxdens maT saerTaSoriso konkurentunarianobaze. savaWro balansis dadebiTi saldos SenarCuneba gazrdis qveynis SigniT fulis miwodebas da gamoiwvevs xelfasis da fasebis zrdas. fasebis zrdis Sedegad qveynis konkurentunarianobac daecema. da piriqiT, qveynidan oqros gadineba dascems fasebis dones da aamaRlebs qveynis konkurentunarianobas. amrigad, Siga faqtorebi savaWro balansis dadebiTi saldos SenarCunebas ewinaaRmdegeba. misi azriT, swored, qveynebs Soris oqros moZraoba aris erovnuli ekonomikebis faruli mowesrigebis meqanizmi, xolo Tu eqsportis sidide mimarTuli iqneba importis moculobasTan Sesabamisobisken, savaWro saldo nulis toli gaxdeba. 91 XVIII s-is dasasruls merkantilisturi Sexedulebebi Secvala fritrederulma, romelic amtkicebda, rom calkeuli eris interesebSi Sedis vaWrobis yovelgvari Tavisufleba — ubralod xalxma unda ivaWros ise, rogorc maT surT. ZiriTad sakiTxad rCeboda im faqtorebis gansazRvra, romlebic wamyvan rols asruleben savaWro struqturis formirebisas. marTalia, merkantilistebis epoqa meTvramete saukunis dasawyisisTvis dasrulda, magram maTi mravali argumentiT dResac sargebloben neomerkantilistebi da politikosebi, romelTac surT SemzRudavi savaWro politikis gatareba. magaliTad, amerikuli kompaniebis menjerebi aprotesteben iaponiis savaWro politikas, romlis proteqcionistuli xasiaTi iaponuri kulturis gavlenas ganicdis. aSS dolars da iaponur iens Soris sacvleli kursiT manipulireba aRniSnuli qveynebis savaWro politikis umiSvnelovanesi berketia konkurenciul brZolaSi. 4.2. absoluturi upiratesobis ( a. smiTis) Teoria absoluturi upiratesobis Teoria xsnis erebis absolutur upiratesobas, rodesac mas SeuZlia saqoneli da momsaxureba awarmoos imaze naklebi danaxarjebiT, rasac xarjavs sxva qveyana imave saqonlisa da momsaxurebis warmoebaze. adam smiTma naSromSi `gamokvleva xalxTa simdidris bunebisa da mizezebis Sesaxeb~ gailaSqra sagareo vaWrobaSi proteqcionizmis winaaRmdeg. man erebi ojaxur meurneobebs Seadara da aRniSna, rom saojaxo meurneobebi sakuTari aucilebeli saWiroebebis nawils awarmoeben, sxva produqcias ki nametis gayidvis xarjze yiduloben. igive principi SeiZleba mivusadagoT erebsac. 92 a. smiTi werda, rom yvela Wkviani cdilobs iyidos sxvisgan is, risi warmoebac mas Zviri ujdeba. mag: TerZi TavisTvis ar ikeravs Ceqmebs, aramed yidulobs xarazisagan; asevea samefoSic. saxelmwifos SeuZlia iyidos esa Tu is saqoneli, romelic mas Zviri ujdeba, sxva qveynisgan iafad, im saqonlis sanacvlod, romlis warmoebaSic mas absoluturi upiratesoba gaaCnia. wamyvani qveynebis manqanur warmoebaze gadasvlis periodSi a. smiTma dasva racionaluri saerTaSoriso vaWrobis sakiTxi. man gaakritika merkantilizmi da dauSva, rom saxelmwifosTvis SesaZlebelia momgebiani iyos saqonlis ara marto gayidva sagareo bazarze, aramed SeZenac; amasTan, ecada ganesazRvra, romeli saqonlis eqsportireba da romlis importireba aris momgebiani. misma midgomam ekonomikur literaturaSi absoluturi upiratesobis modelis saxeli miiRo. man zogierTi sameurneo subieqtebis saqmianobis damaxasiaTebeli saerTo principi gamoacalkeva da ganavrco sagareo vaWrobaze. a. smiTis idea SeiZleba gamovxatoT ubralo modeliT, Tumca, radgan nebismieri modeli abstraqtulia, masac aqvs zogierTi piroba: 1. msoflioSi mxolod ori qveyanaa; 2. qveynebSi mxolod ori saqoneli iwarmoeba; 3. qveynebs Soris saqonliT vaWroba xorcieldeba SeuzRudavad; 4. saerTaSoriso vaWroba dabalansebulia (importi = eqsports); 5. qveynebs Soris warmoebis faqtorebi ar gadaadgildeba; 6. mxolod Sroma axdens gavlenas mwarmoeblurobasa da saqonlis fasze; 7. Sromasa da produqciis gamoSvebas Soris Sesabamisoba (masStabis efeqti) mudmivia; 8. warmoebis faqtorebi dargebs Soris absoluturad mobiluria; 93 9. orive qveynis dargebSi adgili aqvs srulyofil konkurencias. absoluturi upiratesobis modelis Sesaswavlad ganvixiloT saqarTvelos da ukrainis magaliTi: cxrili 1. absoluturi upiratesobis principi S saqoneli T saqoneli saqarTvelo (SromiTi danaxarjebi) 3 sT. 6 sT. ukraina (SromiTi danaxarjebi) 12 sT. 4 sT. cxrilSi #1 mocemulia droiTi monacemebi, romelic saWiroa konkretuli saqonlis erTeulis sawarmoeblad calkeul qveyanaSi. Cans, rom S saqonelis erTeulis warmoebaze saqarTveloSi naklebi dro ixarjeba, vidre ukrainaSi, rac niSnavs saqarTvelos absolutur upiratesobas ukrainasTan mimarTebaSi, S saqonlis warmoebaSi. Tavis mxriv, ukraina flobs absolutur upiratesobas T saqonlis warmoebaSi. Tu saqarTvelo Seamcirebs T saqonlis warmoebas, gazrdis S saqonlis warmoebas, ukraina ki, piriqiT. amgvarad, gvaqvs Sromis saerTaSoriso danawileba da saerTaSoriso vaWroba absoluturi upiratesobis principis safuZvelze. im SemTvevaSi, Tu saqarTvelo T saqonlis warmoebas Seamcirebs, 1 erTeuliT dazogavs 6 saaTs da am dros moaxmars ori cali S saqonlis warmoebas. ukrainaSi ki 1 cali S saqonlis warmoebis ekonomiiT Tavisufldeba 12 saaTi, romelic SeiZleba gamoyenebul iqnas damatebiT 3 erTeuli T saqonlis sawarmoeblad. am SemTxvevaSi, mTlianad S saqonlis msoflio warmoeba 1 erTeuliT gaizrdeba, T saqonlis ki — 2-iT. amrigad, msoflio warmoeba izrdeba ara damatebiTi resursebis moxmarebis, aramed Sromis saerTaSoriso danawilebis safuZvelze (ix. cxrili 2). 94 cxrili 2. mogeba Sromis saerTaSoriso danawilebidan absoluturi upiratesobis safuZvelze S saqoneli T saqoneli saqarTvelo ukraina +2 c —1 c —1 c +3c mTeli msoflio +1 c +2c absoluturi upiratesobis Teoriis safuZvelia bunebrivi upiratesobis arseboba, magram arsebobs SeZenili upiratesobebic. absoluturi upiratesobis modeli: saerTaSoriso vaWroba momgebiania im SemTxvevaSi, Tu ori qveyana vaWrobs iseTi saqonliT, romelsac awarmoeben mcire danaxarjebiT partnior qveyanasTan SedarebiT. Tu davuSvebT, rom Sroma warmoebis erTaderTi faqtoria da qveyanaSi sruli dasaqmebaa, absoluturi upiratesoba niSnavs, rom pirvel qveyanas naklebi dro sWirdeba mocemuli saqonlis erTeulis sawarmoeblad sxva qveyanasTan SedarebiT. aRniSnulis miuxedavad, a. smiTis daskvnebi xSir SemTxvevaSi arasrulyofili iyo. man ver ukuagdo mtkiceba imis Sesaxeb, rom importis SezRudva qmnis axal samuSao adgilebs. amasTan, is imedovnebda, rom calkeuli eri flobs absolutur upiratesobas Tavisi savaWro partniorebis mimarT, rom miawodos imdenive saqoneli, ramdenic Seisyideba sazRvargareT, mxolod im pirobiT, Tu vaWroba iqneba Tavisufali SezRudvebisa da reglamentaciebisagan. Tumca bevri kiTxva upasuxod darCa. 4.3. fardobiTi upiratesobis (d. rikardos) Teoria a. smiTs ar ganuxilavs situacia, rodesac romelime qveyana flobs absolutur upiratesobas yvela saqonlis 95 warmoebaSi. amgvari gamokvleva gaakeTa d. rikardom naSromSi `politikuri ekonomiisa da dabegvris safuZvlebi~ (1819). man Camoayaliba urTierTsargebliani vaWrobis da saerTaSoriso specializaciis saerTo principi, romelSic smiTis modeli ganixila kerZo SemTxvevis saxiT. (ix. cxrili 3) cxrili 3. erTi qveynis absoluturi upiratesobebi yvela saqonlis warmoebisas (fardobiTi upiratesobis SemTxveva) S saqoneli T saqoneli saqarTvelo(SromiTi danaxarjebi) 4 sT. 2 sT. ukraina (SromiTi danaxarjebi) 5sT. 5 sT. es SemTxveva ganixileba fardobiTi upiratesobis modelis saxiT, sadac saqarTvelo orive saqonlis warmoebaSi flobs absolutur upiratesobas. XIX s-is dasawyisSi d. rikardo cdilobda gamoekvlia vaWrobis warmoSobis mizezebi da amis safuZvelze aexsna Tavisi TanamemamuleebisaTvis Tavisufali vaWrobis upiratesobani. kvleva-Ziebam mogvca klasikuri daskvna: orive qveyanas SeuZlia miiRos mogeba erTmaneTTan vaWrobiT, Tu TiToeuli daspecialdeba im saqonlisa da momsaxurebis warmoebasa da vaWrobaze, raSic flobs fardobiT upiratesobas. d. rikardom gviCvena, rom im SemTxvevaSic ki, Tu qveyana ar flobs absolutur upiratesobas, vaWroba mainc xelsayrelia orive mxarisaTvis. vaWrobis ar arsebobisas, Tu qveynebSi fasebs Soris arsebobs umciresi sxvaoba mainc, es niSnavs, rom calkeuli qveyana flobs fardobiT upiratesobas, e.i. mas yovelTvis aqvs is saqoneli, romlis warmoebac misTvis momgebiania warmoebis xarjebis arsebuli Sesabamisobisas, vidre sxva saqonlis warmoeba. swored es saqoneli unda gaitanon eqsportiT sxva saqonelze gasacvlelad. 96 d. rikardom Camoayaliba fardobiTi upiratesobis kanoni: TiToeuli qveyana flobs fardobiT upiratesobas ama Tu im saqonlis warmoebaSi da aqedan iRebs mogebas, vaWrobs ra am saqonliT da yidulobs sxvas. gacvlidan miRebuli mogeba ar aris damokidebuli imaze, Tu ra absolutur upiratesobas flobs qveyana, aramed ubralo faqtze: vaWrobis ararsebobis pirobebSi xarjebis Sesabamisobaze (fardobiT upiratesobaze). amgvarad, sagareo vaWrobis wyaro SeiZleba iyos mxolod gansxvaveba saqonelTa warmoebis xarjebs Soris. yuradReba ar eqceva danaxarjebis absolutur zomebs. aq saqme exeba ara ori qveynis danaxarjebis erTeulebs Soris fardobas, aramed saqme gvaqvs erT qveyanaSi warmoebuli saqonlis meore saqonelSi gamoxatulebasTan warmoebis xarjebis mixedviT, anu alternatiul RirebulebasTan. ibadeba kiTxva: romeli qveyana igebs da romeli agebs sagareo vaWrobidan? vaWroba konkurenciul bazarze moTxovna-miwodebis urTierTqmedebis Sedegia. moTxovna da miwodeba bazarze an Cveuli formiT gamodis, an sawarmoo SesaZleblobebisa da momxmarebelTa arCevanis (upiratesobis) urTierTzemoqmedebis saxiT. mTlianad ra SeiZleba iyos warmoebuli da gamoyenebuli, amaze metyvelebs sawarmoo SesaZleblobebis mrudebi, romelTa saSualebiT SegviZlia gamovsaxoT calkeuli qveynisaTvis sxvadasxva saqonelis gamoSvebis moculobaTa kombinaciebi, romlebic miiRweva Tavisi resursebis `sruli da metad efeqtiani~ moxmarebisas. absoluturi da fardobiTi upiratesobis martivi koncefciebi saerTaSoriso vaWrobis safuZvels warmoadgenen, magram ar unda dagvaviwydes, rom isini mxolod Sromis danaxarjis erTeulze xsnian erebs Soris vaWrobis mizezebs. yuradRebis koncentracia SromiT danaxarjebze ganpirobebuli iyo imiT, rom am periodSi SromiTi 97 danaxarjebi sawarmoo danaxarjebis gaangariSebisas umniSvnelovanes faqtorad iTvleboda. XIX saukunis dasasrulsa da XX saukunis dasawyisSi saerTaSoriso vaWrobaSi struqturuli Zvrebi ganxorcielda. bunebrivi resursebis, rogorc Sromis saerTaSoriso danawilebis faqtoris roli arsebiTad Semcirda. Seicvala Sromis mwarmoeblurobac da vaWroba ganviTarebis Tanabari donis qveynebs Soris (aSS da dasavleT evropa) gaaqtiurda. 4.4. warmoebis faqtorebis Tanafardobis hekSer-olinis Teoria da misi testireba (leontievis paradoqsi) Svedma mecnierma eli hekSerma (cnobili specialisti ekonomikis istoriaSi) mogvca Tanamedrove Sexedulebebi saerTaSoriso vaWrobis mimarTulebebisa da struqturis Sesaxeb. man faqtortevadobis Teoriis amosavali principebi Camoayaliba mokle statiaSi (1919 w.), romelic 30-ian wlebSi bertil olinma (stokholmis universitetis profesori da nobelis premiis lauriati) ganaviTara. hekSer-olinis Teoria xsnis fasebs Soris saerTaSoriso gansxvavebis mizezebs, romelic savaWro urTierTobebis damyarebamde arsebobs. principSi fasebs Soris sxvaoba bevri mizeziT aixsneba: SeiZleba gansxvavebulia moTxovnis struqtura (maudze moTxovna — civi klimatiT), an gansxvavebaa teqnologiaSi (mag: gamoimuSaves maudis warmoebis efeqtiani meTodi). hekSeri da olini moTxovnasa da teqnologiebSi sxvaobas ar Tvlidnen saerTaSoriso fasebis gansxvavebis mizezad. maTi azriT, saerTaSoriso fasebs Soris gansxvavebis wyaroa warmoebis faqtorebiT uzrunvelyofa. hekSer-olinis Teoriis mixedviT, saqoneli, romelic Tavis sawarmoeblad moiTxovs mniSvnelovan xarjebs (warmoebis Warb faqtorebs) da mcire xarjebs (de98 ficitur faqtorebs), icvleba im saqonelze, romelic warmoebulia faqtorTa ukuproporciuli gamoyenebiT. e.i. farulad eqsportirdeba Warbi, xolo importirdeba deficituri warmoebis faqtorebi. warmoebis faqtorTa siWarbe niSnavs, rom Tanafardoba mis raodenobasa da sxva faqtorebs Soris maRalia danarCen qveynebTan SedarebiT. magaliTad, miwis faqtori intensiurad gamoiyeneba marcvleulis warmoebaSi, Sromis faqtori ki — qsovilis warmoebaSi; maSin kanada, romelic Warbad aris uzrunvelyofili miwiT, rogorc faqtoriT, gaitans marcvleuls da Semoitans indoeTis warmoebul qsovils, radgan indoeTi, kanadasTan SedarebiT, SromiT ufro Warbad uzrunvelyofili qveyanaa. hekSer-olinis Teoriis Tanaxmad, amgvari gacvla qsovilis Sromatevadi da marcvleulis miwatevadi xasiaTidan gamomdinareobs. hekSer-olinis Teoriis erT-erTi damsaxureba imaSi mdgomareobs, rom igi gvaZlevs sagareo vaWrobis zemoqmedebT sazogadoebaSi Semosavlebis gadanawilebis realur suraTs, sadac individebi warmoebis sxvadasxva faqtorebis mflobelebis saxiT arian warmodgenili (mag; fermeri, miwaTmflobeli, arakvalificiuri muSa da a.S.). hekSer-olinis Teoria faqtebze dayrdnobiT amtkicebs, rom saerTaSoriso vaWroba sazogadoebas hyofs jgufebad: vinc igebs da agebs, ramdenadac SedarebiTi fasebis cvlileba iwvevs warmoebis faqtorTa koncentracias calkeul individTa xelSi sxvebis xarjze. Sesabamisad, rac meti faqtoria specializebuli (Tavmoyrili) saeqsporto warmoebaSi, miT metia mogeba sagareo vaWrobidan da piriqiT, rac meti faqtoria koncentrirebuli importTan konkurentul sferoSi, miT metia danakargi sagareo vaWrobis Sedegad. hekSer-olinis neoklasikuri koncefciis Tanaxmad, maqsimaluri efeqtis misaRwevad, vaWroba umeteswilad unda ganxorcieldes iseT qveynebs Soris, romelTac ekonomikis struqtura maqsimalurad gansxvavebuli aqvT. 99 Tumca, XX saukunis 40-50 wlebSi msoflio bazarze ganviTarebulma tendenciebma cxadhyo hekSer-olinis Teoriis Seusabamoba realobasTan. hekSer-olinis Teoriis samarTlianobis Semowmeba mravalma mkvlevarma scada, romelTa Soris aRsaniSnavia vasil leontievis kvleva, romelic leontievis paradoqsis saxeliT aris cnobili (1953). omisSemdgom periodSi aSS, sxva qveynebTan SedarebiT, ufro metad iyo kapitaliT uzrunvelyofili da xelfasic ramdenadme didi iyo. hekSer-olinis Teoriidan gamomdinare, aSS iTvleboda kapitalis eqsportior da Srometevadi saqonlis importior qveynad, Tumca leontievis kvlevis Sedegebi paradoqsuli aRmoCnda: aSS-is eqsportis Sromatevadobis done maRali iyo aSS-is importis Sromatevadobis donesTan SedarebiT. vasil leontievma 50-ian wlebSi Seamowma hekSer-olinis Teoriis samarTlianoba da faqti, rom aSS hekSer-onilis Teoriis mixedviT ekonomikaSi iTvleboda kapitalis eqsportiorad. gamokvlevis Sedegi paradoqsuli aRmoCnda: hekSerolinis Teoria realobas scildeba, radganac arsebobs faqtorTa simravle, romelTa uaryofac ar SeiZleba. aSS-Si ki kapitali warmoebis faqtorTa Soris arc ise Warbad aRmoCnda: amerika iyo iseTi saqonelis eqsportiori, romlis warmoebaSi miwa da maRalkvalificiuri kadrebi gamoiyeneboda, xolo importirdeboda kapitaltevadi produqcia. kapitaltevadi saqonlis importi SeiZleba aixsnas Semdegnairad: aSS-s Semohqonda nedleuli, romlis warmoebac maRali kapitaltevadobiT xasiaTdeba. mniSvnelovania kvalificiuri samuSao Zalis sakiTxic: sakadro potenciali, upirvelesad, iqmneba ganaTlebaSi ganxorcielebuli investiciebis xarjze. maRali kvalifikaciisa da muSaTa profesiuli momzadebisTvis xangrZlivi periodia saWiro da es dro Zvirad fasobs. es niSnavs, rom neoklasikur koncefciaSi aucilebelia warmoebis faqtorTa 100 ricxvis zrda. amasTan, hekSer-olinis Teoria satransporto danaxarjebs ignorirebas uwevda, Tumca arsebobs produqcia, romelze gaweuli satransporto danaxarjebi ufro maRalia, vidre mis warmoebaze gaweuli xarjebi. aseve, umniSvnelovanesia momxamarebelTa gemovnebaSi arsebuli gansxvavebebi. magaliTad, aSS-Si warmatebulad iyideba franguli warmoebis sunamoebi, tansacmeli da Rvino, maSin rodesac aSS awarmoebs igive saqonels, Tanac sakmaod iafad. v. leontievis ideis ganviTarebaze sxva qveynebic muSaobdnen: 1959 wels iaponiaSi eqsport-importis analizma aCvena, rom qveyanas gaaqvs kapitaltevadi da Semoaqvs Sromatevadi produqcia. es ewinaaRmdegeba hekSerolinis Teorias, Tumca aSS-iaponiis ormxrivi vaWroba Seesabameboda hekSer-olinis Teoriis Sedegebs. paradoqsuli Sedegebi miiRo indoelma mecnierma r. bxaradvaJem, romelmac indoeTis sagareo vaWroba gamoikvlia. bevri mkvlevari am problemis axsnisas cdilobda konkretuli qveynis sagareo savaWro kavSirebis kvlevisas esargebla e.w. ,,Sesworebuli~ neoklasikuri koncefciiT. Sesworebis ZiriTadi datvirTva modioda faqtorTa ricxvis zrdaze. upirveles yovlisa, kvlevaSi CarTes damatebiTi faqtorebi: ,,teqnologia~, ,,kvalificiuri samuSao Zala~, ,,xarisxi~ da a.S. 4.5. saerTaSoriso vaWrobis alternatiuli Teoriebi sagareo vaWrobis problemaTa analizis axali midgomiT bevri Tanamedrove Teoria daupirispirda fardobiTi upiratesobis doqtrinas, radgan analizis obieqtad SearCies ara calkeuli qveyana, aramed saerTaSoriso firma. 101 kvlevis amgvari midgoma mkafiod aris Camoyalibebuli amerikeli mkvlevarebis s. robokisa da k. simondsis naSromebSi. maTi azriT, ,,vaWrobis tradiciuli Teoriis mier warmoebis internacionalizaciis procesis arsSi Cawvdomis uunaroba SeiZleba aixsna sakiTxis araswori dasmiT. vaWrobis Teoriam dasva kiTxva: ratom vaWroben erebi? es ar aris konkretuli kiTxva. biznesmenebs sul ufro meti saqoneli SeaqvT da gaaqvT qveynebSi, amasTan saqoneli ar scildeba erTi firmis farglebs. kiTxva unda daisvas ase: ratom moZraobs saqoneli da momsaxureba erebs Soris? am kiTxvaze pasuxis gacemisas naTeli xdeba, rom erTeuli, romelic iRebs gadawyvetilebas — es aris komerciuli dawesebuleba da ara eri~ (Robok S.H., Simmonds K. International Business. How Big is it?”, 1973, #4 P.91). amgvari midgomis obieqturi safuZveli aris ekonomikuri mecnierebis mier zogadad aRiarebuli faqti, rom sagareo savaWro operaciebis mniSvnelovani nawili faqtobrivad firmaTaSoris gacvlaa. firmaTaSoris vaWrobis Tavisebureba, riTac igi gansxvavdeba tradiciuli sagareo vaWrobisgan, gamoxatulia Tanamedrove sagareo gacvlis Tvisobriv xasiaTsa da TaviseburebaSi. firmaTaSorisi vaWroba eyrdnoba damxmare nawilebisa da naxevarfabrikatebis gacvlas. rogorc sagareo vaWrobis ganviTarebis tendenciis analizi gviCvenebs, swored amgvari Sigadargobrivi gacvla gamoirCeva swrafi tempebiT. saerTaSoriso monopoliebi dainteresebulni arian upirvelesad iseT qveynebs miawodon saqoneli, romlebic sakuTari maxasiaTeblebiT monopoliis warmoSobis qveynis parametrebs emTxveva. sagareo savaWro statistika mowmobs, rom sagareo vaWroba farTovdeba ganviTarebul qveynebs Soris (msgavsi qveynebis Teoria). saerTaSoriso monopoliebis amgvari moqmedeba, pirdapiri investiciebis miznidan gamomdinare, xSirad ewinaaRmdegeba fardobiTi upiratesobis doqtrinas. 102 mag.: kapitalis gatanis mizania maRali saprocento ganakveTis miReba, ganviTarebad qveynebSi ki cota kapitalia, procenti ki maRali. es daskvna gamomdinareobs fardobiTi upiratesobis kanonidan, sinamdvileSi ki, Tanamedrove periodSi kapitalis gatanis mizani miwodebis alternatiuli wyaros Ziebaa. analogiurad, nedleulis miwodebis wyaros arCevisas, firmis mmarTveli ganyofileba upiratesobas aniWebs ufro Zvir mimwodeblebs, magram im firmas, romelic mTlianad mis daqvemdebarebaSia. yvela SemTxvevaSi, kontrolis xarisxi yvelaze mniSvnelovania saqonlis an warmoebis faqtorebis fasebTan SedarebiT. magaliTad, qveynebis stabiluroba erT-erTi indikatoria, romelic gamoiyeneba germaniaSi investiciebis ganxorcielebis Sefasebisas. misi mniSvneloba Zalian maRalia xelfasis donesTan da kreditis procentTan, anu samuSao Zalis da kapitalis fasebTan SedarebiT. 4.6. linderis moTxovnasTan Tavsebadobis hipoTeza18 Semosavlis cvlilebisas sagareo vaWrobisa da moTxovnis cvlilebis Sesaxeb arsebobs hipoTeza, romelic ekuTvnis Sved ekonomistsa da politikoss s. b. linders. es aris moTxovnasTan Tavsebadobis hipoTeza, romelic xsnis mizezobriv kavSirebs Semosavlis — upiratesobis (arCevanis) — teqnologiis da sagareo vaWrobis jaWvSi. mosaxleobis erT sulze Semosavlis zrda amaRlebs mocemuli qveynis moTxovnis struqturaSi xangrZlivi moxmarebis sagnebis wils (engelis kanonis mixedviT); moTxovnis koncentracia xangrZlivi moxmarebis sagnebze mwarmoeblebs teqnologiis srulyofis survils aRuZravs. 18 Teoriis qarTulenovani saxelwodeba avtoriseulia. e.l. 103 mwarmoeblurobis zrda, romelic ganpirobebulia moTxovnis zrdiT, amcirebs am xangrZlivi moxmarebis saqonlis fass da zrdis eqsports. amrigad, mosalodnelia, rom qveyana eqsportis saxiT gaitans im saqonels, romlis xvedriTi wili saSinao moxmarebaSi maRalia. s. linderma ganixila teqnologiurad axali saqonlis Taviseburebebi, romeliTac meoce saukunis 40-50 wlebSi amerikuli firmebi gavidnen evropis bazarze. mdidari amerikeli ufro TavSekavebuli aRmoCnda axali ZviradRirebuli amerikuli warmoebis saqonlis moxmarebaSi. evropelTa cxovrebis donis amaRlebis paralelurad ki axalma amerikulma saqonelma monaxa Tavisi gza evropisken. s. linderi akeTebs daskvnas, rom teqnologiurad rTuli nakeToba firmebis mier iqmneba rogorc ukve arsebul moTxovnaze pasuxi, reaqcia, upirvelesad saSinao bazrisTvis, Semdgom firma afarToebs warmoebas da gadis sagareo bazarze. es niSnavs, rom moxmarebis struqtura importior qveyanaSi maqsimalurad axlos unda iyos kompaniis mmarTveli ofisis qveynis moTxovnis struqturasTan. magaliTad, Tu amerikeli awarmoebs CaquCs, romlis Rirebulebac 100 aSS dolaria, mas SeiZenen iaponiaSi, an germaniaSi. ar SeiZenen ganviTarebad qveynebSi, radgan aq urCevniaT CaquCi SeiZinon 10 aSS dolarad. s. linderis moTxovnasTan Tavsebadobis Teoria xsnis sagareo vaWrobis ganviTarebis tendenciebs ganviTarebul qveynebs Soris, sadac saqonlis sawarmoo da samomxmareblo moTxovnebi analogiuria. linderis hipoTezas saboloo Semowmeba ar gauvlia. misi Tvalsazrisi eqsportisa da SedarebiT maRali fasis saqonlis Sesaxeb, samarTliania saavtomobilo bazrisaTvis, ramdenadac calkeul qveyanas ufro meti gaaqvs im markis manqanebi, romelTa fasic Seesabameba maTi sakuTari Semosavlis dones. Tumca s. linderis Teoria mxolod teqnologiurad rTuli saqonlis sagareo ba104 zarze miwodebis aspeqtebs xsnis. misi damatebiTi damuSavebis Semdeg Seiqmna ,,saerTaSoriso produqtis sasicocoxlo ciklis Teoria~. mecnierebatevadi, maRalteqnologiuri dargebis ganviTarebam da produqciis saerTaSoriso gacvlam gamoiwvia neoteqnologiuri mimarTulebis Camoyalibeba. erovnuli produqtis ganawilebaSi izrdeba maTi wili, vinc gamoimuSavebs ufro rTul siaxles da flobs sakmarisad maRal kvalifikacias warmoebaSi gamosayeneblad. mtp sagareo vaWrobis gafarToebis wamyvani faqtori xdeba da eWqveS ayenebs warmoebis faqtorebTan dakavSirebuli Teoriis gamartivebul variants. mtp aris codnis potencialis zrda, warmatebis faqtorTa zrda, romelTa anazRaureba dakavSirebulia patentebis, licenziebis gayidvidan miRebul SemosavalTan. warmatebis faqtorebis msgavsad, axali teqnologiis mier erovnuli sazRvrebis gadalaxvis dros didi winaaRmdegoba warmoiSoba. axali informaciis importi Zviri jdeba. xSirad mis gacemas krZalavs saxelmwifo. mtp-is analizis CarTva kvlevis procesSi imis saSualebas iZleva, rom gamovavlinoT zogadad sagareo vaWrobis struqturis cvlilebis kanonzomierebani. 4.7. produqtis saerTaSoriso sasicocxlo cikli raimond vernonma (1960) Camoayaliba produqtis saerTaSoriso sasicocxlo ciklis hipoTeza, romlic xsnis inovaciis rols vaWrobaSi da produqtis srul sasicocxlo cikls internacionalizaciis safexuridan standartizaciamde. (ix. naxazi. 1) naxazidan Cans, rom saerTaSoriso produqtis sasicocxlo cikli moicavs 4 etaps: 1. ganviTarebuli qveynidan axali produqtis eqsportireba; 2. axali produqtis 105 ucxouri warmoebis dawyeba; 3. ucxouri konkurenciis dawyeba axali produqtis saeqsporto bazrebze; 4. importuli konkurencia Siga bazrebze. sawyis etapze axali produqtis warmoebisTvis saWiroa mowinave mowyobiloba da kvalificiuri samuSao Zala, amitomac momgebiania es saqoneli saeqsportod im qveyanaSi iqnas warmoebuli, sadac pirvelad gaCnda moxmarebaSi. Cveulebriv es maRali Semosavlebis mqone qveynebia, radganac es saqoneli ekonomikuri TvalsazrisiT, ZviradRirebuli produqciaa. meore etapze axali produqtis mwarmoebeli mowinave qveynebidan saqoneli eqsportirdeba msgavsi Semosavlebisa da moTxovnis qveynebSi. garkveuli drois Smdeg, mesame etapze saeqsporto bazrebze konkurencia Zlierdeba. am etapze produqti ukve Cveulebrivi da standartuli xdeba, amitomac aRaraa saWiro misi maRali teqnologiiT warmoeba. bolo etapze standartuli saqonlis warmoeba gadadis sxva qveynebSic. naxazi 1. produqtis saerTaSoriso sicocxlis cikli19 19 Гриффин Р., Пастей М., Международный бизнес, СП. Питер. 2006, с. 57 106 ucxoeTSi warmoebis gadatanis paralelurad adgilobrivi mwarmoeblebi iwyeben am produqciis warmoebas. izrdeba konkurencia ucxour bazarze. Tavis mxriv, konkurenti cdilobs SeaRwios mocemuli qveynis bazarze da ganaxorcielos importi. am etapze adgilobrivi warmoeba ecema da produqtze moTxovnis nawils uzrunvelyofs importi. 4.8. maikl porteris saerTaSoriso konkurenciis Teoria 1991 wels amerikelma ekonomistma maikl porterma gamoaqveyna gamokvleva ,,qveynebis konkurentuli upiratesoba” (The Competitive Adventage of Nations), romelSic mocemulia saerTaSoriso vaWrobis sakiTxebis kvlevis sruliad axali midgoma. am midgomis erT-erTi winapiroba mdgomareobs SemdegSi: saerTaSoriso bazarze erTmaneTs konkurencias uweven firmebi da ara qveynebi. aucilebelia gavigoT, rogor qmnis da inarCunebs firma konkurentul upiratesobebs, im TvalsazrisiT, rom gamovaaSkaravoT qveynis roli am sakiTxSi. sagareo bazarze warmateba ZiriTadad damokidebulia sworad SerCeul konkurenciul strategiaze. konkurentul upiratesobaTa strategia. m. porteris mixedviT konkurenciaSi monawile erTeulad gvevlineba dargi, anu konkurentebis jgufi, romlebic saqonels an momsaxurebas awarmoeben, maT konkurentuli upiratesobis msgavsi wyaroebi gaaCniaT da uSualod metoqeoben erTmaneTTan. firmis konkurentul upiratesobaTa strategiis gansazRvraze ori mTavari faqtori moqmedebs: • dargis struqtura, romelSic moqmedebs firma; • pozicia, romelsac flobs firma dargSi. 107 saerTaSoriso konkurenciis Taviseburebebi. konkurenciis strategiis Sesaxeb zemoT mocemuli debulebebi samarTliania rogorc sagareo, ise saSinao bazrisTvis. amasTan, saerTaSoriso konkurencias aqvs zogierTi Tavisebureba. m. porterma gamoacalkeva ori dargi konkurenciis Taviseburebebidan gamomdinare: - mravalerovnuli dargebi. saerTaSoriso masStabiT aseTi dargi warmodgeba erovnuli dargebis erTobliobis saxiT, romelSic kompania ver atarebs erTian konkurenciul strategias. aseTi dargis magaliTia Semnaxveli bankebi. -globaluri dargebi, romelTac konkurenciis erTiani sivrce aqvT msoflio bazris masStabiT. aseT dargebSi konkurentuli upiratesobebis mopovebas gansakuTrebuli mniSvneloba aqvs. swored aseT dargebSi aucilebelia amuSavdes ara ubralod konkurentuli strategia, aramed globaluri strategia, anu SeimuSaon da danergon erTiani midgoma sxvadasxva qveynebSi produqciis gayidvisas. TviT mravalerovnuli kompaniis (mek) funqcionirebis faqti ar niSnavs globaluri strategiis arsebobas, ramdenadac mek-is filialebi upiratesad erovnul dargebSi avtonomiurad funqcionireben. globaluri strategiis arsebobis pirobebSi m. porteri gamoacalkevebs konkurentuli upiratesobis miRwevis da am upiratesobidan sargeblobis or saSualebas: 1. saqmianobis konfiguracia, anu sxvadasxva qveyanaSi saqmianobis gansxvavebuli saxeebis ganTavseba. saqmianobis sxvadasxva saxeebis Tavmoyrisas warmoeba xorcieldeba erT qveyanaSi, xolo sagareo bazarze gasvla xorcieldeba saqonlis eqsportis meSveobiT. saqmianobis gaSlisas warmoeba xorcieldeba sxvadasxva qveyanaSi, sagareo bazarze gasvla ki pirdapiri ucxouri investiciebis saSualebiT. saqmianobis saxeebis ganTavsebisas qveynis SerCeva xdeba Semdegi kriteriumebis safuZvelze: 108 faqtorebis minimaluri Rirebuleba; mecnierul-teqnikuri da sakvlev-sakonstruqtoro samuSaoebis gatarebisTvis aucilebeli pirobebis arseboba; specializebuli siaxleebis xelmisawvdomobis SesaZlebloba; klientebTan urTierTobis ganviTarebis xarisxi da a.S. 2. filialebis saqmianobis koordinacia, romelic moicavs: informaciis gacvlas; pasuxismgeblobebis ganawilebas; pirobebis SeTanxmebas. koordinacia SeiZleba TviTon iyos konkurentuli upiratesoba, ramdenadac ganapirobebs codnis da gamocdilebis dagrovebas, sxvadasxva adgilebSi. misi meSveobiT firmas uCndeba SesaZlebloba ufro swrafad moaxdinos reagireba bazarze situaciis SecvlasTan dakavSirebiT. naxazi 2. maikl porteris konkurentul upiratesobaTa rombi faqtoruli parametrebi Sida moTxovnis parametrebi monaTesave da damxmare dargebi firmebis strategia, struqtura da konkurencia konkuრentuli upiratesobis determinantebi: konkurenciis qveS igulisxmeba ara wonasworoba, armed mudmivi cvlilebebi. TiToeuli dargi mudmiv srulyofas ganicdis da ganaxlebis procesSia. mniSvnelovan rols am procesis stimulirebaSi asrulebs bazirebis qveyana. bazirebis qveyanaSi mimdinareobs strategiis SemuSaveba, xdeba produqciis da teqnologiis ganaxleba da aris samuSao Zala Sesabamisi unar-CvevebiT. 109 m. porterma gamoacalkeva qveynisTvis oTxi maxasiaTebeli, romlebic ayalibeben garemos, romelSic adgilobrivi firmebi ewevian konkurencias da romlebic axdenen gavlenas maT saerTaSoriso warmatebaze. es maxasiaTeblebia: faqtoruli parametrebi; Sida moTxovnis parametrebi; monaTesave da damxmare dargebi; firmebis strategia, struqtura da konkurencia. am maCveneblebTan erTad metad mniSvnelovania SemTxveviTobis da mTavrobis roli. TiToeuli es daterminanti cal-calke da erToblivad ayalibeben garemos, romelSic mocemuli qveynis firmebi Camoyalibdebian da funqcionireben. isini erTmaneTzec moqmedeben. determinantebis sistema iwvevs konkurentunariani erovnuli dargebis araTanabar ganawilebas ekonomikaSi, xolo erTmaneTTan dajgufebuli dargebis — klasterebis damokidebulebis zrdas. 4. 9. saerTaSoriso savaWro politikis miznebi da ZiriTadi mimarTulebebi qveynebi msoflios sxvadasxva sasaqonlo bazarze gansxvavebul poziciebs ikaveben. sakuTari interesebis dacvisTvis saerTaSoriso vaWrobis TiToeuli monawile mocemul sferoSi gansazRvrul politikas atarebs, romelic aisaxeba qveynis sagareo savaWro politikaSi. sagareo savaWro politika aris saxelmwifos sxva qveynebTan savaWro urTierTobebze mizanmimarTuli zemoqmedeba. sagareo savaWro politikis mTavari miznebia: - mocemuli qveynis Sromis saerTaSoriso danawilebaSi CarTvis xarisxis da gzebis cvlileba; - eqsportisa da importis moculobis cvlileba; - sagareo vaWrobis struqturis cvlileba; - qveynis aucilebeli resursebiT (nedleuli, energia da a.S.) uzrunvelyofa. 110 sagareo savaWro politikis zogierTi mizani grZelvadiania, zogi ki mokle vadaSi miiRweva. sagareo savaWro politikis ori ZiriTadi mimarTuleba arsebobs: 1. Tavisufali savaWro politika; 2. proteqcionizmi. Tavisufali savaWro politikis arsi mdgomareobs imaSi, rom saxelmwifo uSualod ar ereva sagareo savaWro politikaSi, itovebs ra bazaris miRma maregulireblis funqcias. Tumca, es ar niSnavs, rom saxelmwifo saerTod ar muSaobs am mimarTulebiT. igi sxva qveynebTan xelSekrulebebis gaformebas axorcielebs, xolo ekonomikur subieqtebs maqsimalur Tavisuflebas aZlevs. Tavisufali vaWroba iwvevs dadebiT politikur Sedegebs, radganac qveynebi sul ufro metad xdebian urTierTdamokidebulni da, Sesabamisad, mcirdeba erTmaneTTan mtruli moqmedebis safrTxe. realobaSi arc erTi qveynis Tavisufali savaWro politika srulad liberaluri ar aris. proteqcionizmi aris sagareo savaWro politikis mimarTuleba, romelic icavs samamulo warmoebas ucxouri konkurenciisgan. proteqcionizmi gamoricxavs sabazro Zalebis Tavisufal moqmedebas, radgan miiCneva, rom qveynebs aqvT sxvadasxva ekonomikuri potenciali da konkurentunarianoba msoflio bazarze. amitom naklebad ganviTarebuli qveynebisTvis ar aris momgebiani sabazro Zalebis Tavisufali moqmedeba. Zlieri qveynebis mxridan SeuzRudavma konkurenciam SeiZleba gamoiwvios naklebadganviTarebuli qveynebis ekonomikuri uZraoba da qveynis araefeqtiani ekonomikuri struqturis formireba. proteqcionizmi xels uwyobs warmoebis garkveuli dargebis ganviTarebas. agrarul qveynebSi proteqcionizmi nawilobriv aucilebeli pirobaa industrializaciisTvis. amasTan, proteqcionizmi amcirebs umuSevrobas. Tumca am politikis xangrZlivi gamoyeneba ekonomi111 kur uZraobas iwvevs ucxouri konkurenciis moxsnis gamo, ris Sedegad sustdeba samamulo mwarmoebelTa daintereseba warmoebis teqnikuri donis da efeqtianobis amaRlebis mimarT. magaliTad, CineTis meaTe 5 - wliani gegmiT, naxevargamtarebis warmoebaSi 2010 wlisTvis unda gamoSvebuliyo 24 miliardi aSS dolaris Rirebulebis produqcia. aSS-ma vaWrobis msoflio organizaciaSi daadanaSaula CineTis mTavroba arakeTilsindisier proteqcionizmSi, radgan CineTis mTavroba axorcielebda naxevargamtarebis warmoebidan 17 %-iani dRg-is 82 %-is reinvestirebas amave warmoebaSi. amiT aiZulebda ucxoel importiorebs SeeqmnaT erToblivi sawarmoebi CineTSi da moexdinaT sakuTari teqnologiebis transferi. Tumca, vmo-Si CineTis gawevrianebis Semdeg es politika Seicvala. proteqcionistuli politikis erT-erTi argumentia Sromis Sida bazarze samuSao adgilebis dacva iafi ucxouri samuSao Zalis konkurenciisgan. muSebis mwarmoebluroba ganviTarebul qveynebSi ufro maRalia, radgan erT muSakze ufro meti kapitali da wamyvani teqnologia modis. amitom ganviTarebadi qveynebis argumenti dabali xelfasis Sesaxeb, xSir SemTxvevaSi ar moqmedebs. ukiduresi formiT proteqcionizmi avtarkiis formas iRebs, rodesac qveyana ar zRudavs mxolod im saqonlis imports, romlis warmoeba mocemul qveyanaSi SeuZlebelia. eqsporti ki daSvebulia mxolod im zomiT, rom uzrunvelyos importi. avtarkiuli politikis mizania is, rom samamulo warmoebam Secvalos importi, magram saxelmwifos yoveli mcdeloba, rom Secvalos calkeuli qveynis importuli produqcia samamulo nawarmiT, ar warmoadgens avtarkiul politikas. mag.: rodesac naklebadganviTarebuli qveynebi cdiloben sakuTari mrewvelobis ganviTarebas sawyis etapze da SemoaqvT SezRudvebi, es ar niSnavs avtarkias. avtarkiis politikac wminda saxiT ar arsebobs. 112 yovelTvis gvxvdeba proteqcionizmi garkveuli doziT qveynis sagareo savaWro politikaSi. zogjer SesaZlebelia qveyana monacvleobiT atarebdes Tavisufali vaWrobis da proteqcionizmis politikas. proteqcionizmis politikis gatarebisas saxelmwifo aqtiurad iyenebs sagareo savaWro politikis sxvadasxva instumentebs da konkretuli situaciis mixedviT arCevs maT nakrebs, kombinacias. sagareo savaWro politikis instrumentebs Soris aris tarifebi da arasatarifo barierebi, ormxrivi da mravalmxrivi SeTanxmebebi. Tanamedrove saerTaSoriso vaWrobis wesebi krZalaven importis SezRudvas da samTavrobo subsidiebs, romlebic mimarTulia adgilobrivi warmoebis dasaxmareblad konkurenciuli upiratesobis da bazarze wilis mopovebis mizniT. amrigad, sagareo savaWro politikis gatarebisas iyeneben sxvadasxva xerxebs, romelTa meSveobiT saxelmwifo gansazRvravs saqonlisa da momsaxurebis, eqsportimportis zomas, struqturasa da formas. maT Sorisaa: 1. saqonlis Semotana-gatanis sabaJo gadasaxadi; 2. samTavrobo akrZalvebi da SezRudvebi eqsport-importze, saerTod an saqonlis calkeuli jgufebis mixedviT; 3. valutis Semotana-gatanis wesebis SemoReba; 4. rkinigzis tarifebis diferenciacia da savaWro navsadgurebis Sesaxeb sakanonmdeblo aqtebis miReba; 5. sanitariuli da fitosanitariuli zomebis daweseba; 6. administraciuli formalobebi saqonlis, momsaxurebis da warmoebis faqtorTa mier sabaJo sazRvris gadakveTisas; 7. samTavrobo subsidiebi da sxva preferenciebi eqsportiorebis an importiorebisTvis. (preferencia SeRavaTi). saeqsporto-saimporto operaciebis samTavrobo garantiebi; savaWro xelSekrulebebi saxelmwifoebs Soris, savaWro omebis gamocxadeba da a.S. 113 sagareo vaWrobis politikis elements Seadgens sabaJo gadasaxadi, romelsac awesebs saxelmwifo saqonelis sabaJo sazRvarze Semotanis dros. igi SeiZleba fiqsirebuli tarifiT dawesdes, an procentuli SefardebiT saqonelis RirebulebasTan (rac ufro gavrcelebuli formaa). sabaJo tarifebi klasificirdeba Semdegi kriteriumebis mixedviT: 1. saqonlis moZraobis mimarTulebis mixedviT arsebobs saimporto, saeqsporto da satranzito baJebi, romlebic gamoiyeneba erovnuli mwarmoeblebis, Sida fasebis donis dasacavad. SedarebiT iSviaTad gamoiyeneba saeqsporto baJebi, romlebic zRudaven samamulo saqonlis gasvlas ucxour bazrebze. Cveulebriv, es im dros xdeba, rodesac qveynis SigniT ama Tu im saqonlis deficitia da, aseve, didi mniSvneloba aqvs fiskaluri TvalsazrisiT. Zalian iSviaTad gamoiyeneba satranzito baJebi. 2. baJis dawesebis meTodis mixedviT arsebobs advaloruli, specifikuri da kombinirebuli baJebi. msoflio savaWro praqtikaSi ufro gavrcelebulia advaloruli baJi, romelic dgindeba saqonlis fasis procentebiT. Zalian didi mniSvneloba aqvs saimporto saqonlis Rirebulebis Sefasebis meTods. bevr qveyanaSi misi gamoyeneba regulirdeba sabaJo miznebisTvis saqonlis Sefasebis SeTanxmebiT, romelic gansazRvrulia generaluri SeTanxmebiT tarifebisa da vaWrobis Sesaxeb. advaluri sabaJo ganakveTis saSualo done ar aris maRali (daaxloebiT 6%-ia). wesisamebr, saimporto baJi izrdeba saqonlis damuSavebis donis Sesabamisad. specifikuri baJi dgindeba absoluturi sididis erTeulis mixedviT. baJis dawesebis meTodebis gamoyenebiT SesaZlebelia miRweul iqnas sxvadasxva rezultati. 114 magaliTad: vTqvaT, saqonlis erTeulis fasi Seadgens 100 dolars. am SemTxvevaSi advaloruli baJis dawesebisas saqonlis fasis 20 %-is moculobiT an erTeulze 20 dolaris toli specifikuri baJi erTmaneTis tolia. Tu saqonlis fasi Semcirda 50 dolaramde erTeulze, baJis dawesebis meTodidan gamomdinare xorcieldeba Semdegi cvlilebebi: a. advaloruli baJis saprocento Sesabamisoba da saqonlis fasi ar icvleba, magram mcirdeba baJis absoluturi sidide 10 dolaramde; b. specifikuri baJis absoluturi sidide ar Seicvleba, magram gaizrdeba Sesabamisoba baJis ganakveTsa da saqonlis fass Soris. gasagebia, rom specifikuri baJis daweseba koniunqturis gauaresebis pirobebSi, ufro metad momgebiania saxelmwifosaTvis da ar aris momgebiani importiorebisaTvis. kombinirebuli (Sereuli) baJi dgindeba ori meTodiT, romelic zemoT iyo aRwerili. magaliTad, aSS-Si baJi ucxouri warmoebis importirebul danebze aris 1 calze 5 centi plius 8,4 % misi Rirebulebidan. 3. satarifo ganakveTebi. calkeuli saxelmwifo avtonomiurad awesebs sabaJo ganakveTebis maqsimalur dones, romlebic sabaJo tarifis pirvel rigs aylibeben da es xorcieldeba sakanonmdeblo aqtebis da administraciuli aRmasrulebelebis mier sxva qveynebTan SeTanxmebis gareSe. meore rigs ayalibeben e.w. konvenciuri(saxelSekrulebo) tarifebi. mesame rigSia preferenciuli sabaJo tarifebi, romelTa sidide II rigis tarifis ganakveTebze mcirea. 4. miznobrivi baJi. am maCvenebliT arsebobs preferenciuli da diskriminaciuli tarifebi. preferenciuli tarifi minimaluri tarifis ganakveTze naklebia. maTi mizania vaWrobisTvis xelsayreli pirobebis Seqmna. diskriminaciuli tarifi pirveli rigis satarifo ganakveTebze 115 maRla dgas. sakompensacio baJi sxva qveynebSi eqsportis subsidirebaze arsebul reaqcias warmoadgens da misis mizania vaWrobis pirobebis gamoTanabreba. 5. ekonomikuri miznebidan da Sedegebidan gamomdinare arsebobs fiskaluri, proteqcionistuli da eqspansiuri baJebi. fiskaluri baJi gamiznulia Semosavlebis maqsimaluri nakadebis uzrunvelsayofad, romelic saxelmwifo xazinaSi Sedis. fiskaluri baJi ar SeiZleba usazRvrod izrdebodes, radgan saxelmwifo Semosavali am SemTxvevaSi ganisazRvreba rogorc tarifi mocemuli saqonlis moculobaze. Sesabamisad, yovelTvis iTvlian baJis optimalur ganakveTs. proteqcionistuli tarifis mizani samamulo warmoebis dacvaa. maRal saimporto baJs Siga bazarze monopoliuri fasis dawesebisas SeiZleba hqondes eqspansiuri xasiaTi, radgan igi ganapirobeben dempings da kapitalis eqsports. samamulo mwarmoeblebi, romlebic axorcieleben importis konkurentul produqcias, tarifis SemoRebidan mogebas iReben mxolod im SemTxvevaSi, Tu misi SemoRebiT realurad SeizRudeba importi. rac Zviri daujdeba momxmarebels importuli saqoneli, miT met yuradRebas miaqceven samamulo nawarms, e.i. mogebas iReben samamulo mwarmoeblebi, romelTa mogeba maTi saqonlis gayidvebis zrdiT da tarifis SemoRebiT gazrdili fasebiT diddeba. saimporto baJis SemoReba, erTi mxriv, emsaxureba Siga moxmarebis Semcirebas, xolo meore mxriv, icavs samamulo warmoebas. dacvis done sxvadasxvaa saqonlis saxeebis mixedviT. amasTan, is yovelTvis mkafiod ar Cans, radgan saqoneli zogjer iseTi nedleuliT da naxevarfabrikatebiT iwarmoeba, romlebzec dawesebulia baJi. amasTan dakavSirebiT, unda ganvixiloT dacvis faqtiuri donis arsi. 116 vTqvaT, kostiumis fasi Siga bazarze aris 150 lari, romlidan 100 lari qsovilis fasia, 50 damatebuli Rirebuleba. Tu mTavroba awesebs saimporto sabaJo tarifs kostiumebze 20 %-iani ganakveTiT, erTi kostiumis fasi izrdeba 30 lariT (150X20/100) da xdeba 180 lari. damatebuli Rirebuleba Siga mwarmoeblebisTvis izrdeba 50 dan 80 dolaramde. Sedegad gaizrdeba Semosavali da moxdeba kostiumis samamulo mwarmoeblebis stimulireba. damatebuli Rirebuleba ucxoeli mwarmoeblebisTvis ar gaizrdeba da SenarCundeba imave doneze. dacvis faqtobrivi done ganisazRvreba Semdegi formuliT: R= D' − D × 100% D (6.1) sadac, D aris Siga damatebuli Rirebuleba Tavisufali vaWrobis pirobebSi; D ' - Siga damatebuli Rirebuleba saimporto baJis SemoRebis Semdeg. Cvens magaliTSi R dacvis faqtobrivi done 80 50 100% =60%. 50 Tu davuSvebT, rom mTavrobas Semoaqvs meore baJi qsovilze, romlis sidide 10%-ia, am SemTxvevaSi Siga damatebuli Rirebuleba kostiumebis mwarmoebelebisTvis, romlebic importul qsovils moixmaren, gaxdeba 70 lari ((180 — 110), anu saqonlis fass minus materialuri danaxarjebi, dacvis faqtobrivi done gaxdeba 70 50 100% =40% 50 Sesabamisad, erTi dargis satarifo dacvis done gavlenas axdens sabaJo tarifebsa da sxva dargis saqonelzec. amrigad, naTelia, rom rac maRalia tarifis done, miT saimedod icavs samamulo warmoebas importulisagan. 117 tarifis SemoReba ar niSnavs mxolod mocemuli saqonlis dacvas qveynis teritoriaze. igi icavs am saqonelis warmoebaSi dasaqmebulTa Semosavlebs da, aseve, nedleulis mimwodebel dargebsac. nedleulze tarifis SemoReba gavlenas axdens misgan warmoebuli saqonlis fasze (mag.: foladisa da rezinis warmoebaze tarifis daweseba gavlenas axdens velosipedis warmoebasa da fasze). tarifis gavlena importior qveyanaze mxolod mwarmoebelTa da momxmarebelTa keTildReobis donis cvlilebiT ar amoiwureba. sanam tarifi imports zRudavs nawilobriv, anu ar aqvs akrZalviTi xasiaTi, mas moaqvs Semosavali saxelmwifosaTvis. am Semosavlis zoma tarifis ganakveTisa da dabegrili importis moculobis namravlis tolia. mTlianad qveynisTvis es Semosavali mogebaa. miRebuli Tanxa gamoiyeneba mravali mizniT: socialuri programebis gansaxorcieleblad, saSemosavlo gadasaxadis Sesamcireblad da a.S. 4.10. saerTaSoriso savaWro politikis instrumentebi rogorc wesi, saxelmwifoebi Tavisufali da proteqcionistuli savaWro politikis sxvadasxva elementebis kombinacias iyeneben. savaWro politikis gatarebisas SeiZleba isargeblon e.w. dempingiT, romlis mizania iaffasiani produqciis meSveobiT konkurentis gakotreba. amis wyarod xSirad saxelmwifos mier gacemuli saeqsporto premiebi gvevlineba. arsebobs dempingis axali tipebi: socialuri dempingi (arasamarTliani konkurencia, ganpirobebuli ganviTarebadi qveynebis firmebis mxridan, romelTac iafi samuSao Zala hyavT da cudi samuSao pirobebi aqvT. aq muSav118 deba socialuri mxardaWeris sistemebi); ekologiuri dempingi (arasamarTliani konkurencia, ganpirobebuli dabali ekologiuri standartebiT); finansuri momsaxurebis dempingi (arasamarTliani konkurencia, ganpirobebuli bankis dabali moTxovnebiT bankis aqtivebis procentTan dakavSirebiT); kulturuli dempingi (kulturaTaSorisi gansxvavebebis safuZvelze). arsebobs preferenciuli sabaJo gadasaxadi — SeRavaTebi ama Tu im saqonelis Semotanaze, romelic xSirad gamoiyeneba meomari qveynebis mimarT. importis kontingentireba ewodeba saxelmwifos mier garkveuli vadiT zogierTi saqonlis Semotanaze SezRudvebis dawesebas. licenzireba warmoadgens saxelmwifos mier gacemul nebarTvas ama Tu im akrZaluli saqonlis eqsportimportisaTvis. saxelmwifo garantiebi saeqsporto kreditebis wardgenisas gulisxmobs, rom saxelmwifos iRebs pasuxismgeblobas im SemTxvevaSi, Tu eqsportiorebi ver gadaixdian importirebuli saqonelis Rirebulebas. XIX s.-dan dawyebuli saerTaSoriso vaWrobaSi mniSvnelovan rols asruleben xelSekrulebebi. pirveli msgavsi xelSekruleba daido 1860 wels inglissa da safrangeTs Soris. savaWro xelSekrulebebSi 3 ZiriTadi principi unda iyos daculi. esenia: 1. formaluri Tanasworuflebianobis principi, 2. sakompensacio principi da 3. erovnuli reJimis principi. sagareo vaWrobis arasatarifo SezRudvis daaxloebiT 50 meTodi arsebobs. Tanamedrove saxelmwifoebi mraval maTgans iyeneben. (mag.: aSS-is sanitariuli standartebi Zroxis xorcze; kolumbia iyenebda e.w. `Serwymul moTxovnas~, riTac foladis importiors aiZulebda Semotanili produqciis 1 tonaze SeesyidaT kolumbiis warmoebis foladis gansazRvruli raodenoba ufro 119 Zvirad). arasatarifo barierebia: sagareo vaWrobaze saxelmwifo monopolia, qveynis moTxovnilebis uzrunvelyofa mxolod samamulo warmoebis saqoneliT, rTuli savaluto kontroli da a.S. amgvari barierebidan zogierTis mizania importis saerTo SezRudva, zogi mimarTulia gansazRvruli qveynebis savaWro diskriminaciisken, zogic zRudavs an subsidias uwevs eqsports, an gamoiyeneba ekonomikuri mdgomareobis gaTanabrebis mizniT. Tanamedrove proteqcionistuli politika xorcieldeba sagareo vaWrobis kontrolisa da regulirebis rTuli sistemebiT. es zomebi ewinaaRmdegeba importuli produqciis sabaJo sazRvris gadmolaxvas. proteqcionistuli politikis gatareba SeiZleba miznad isaxavdes axalgazrda dargebis dacvas, axalbeda erovnuli ekonomikebis dacvas ucxouri konkurenciisagan da a.S. Tanamedrove proteqcionistuli saSualebebi mravalferovania, Tumca SeiZleba maTi dajgufeba praqtikuli zemoqmedebis meqanizmis msgavsebis mixedviT. aRsaniSnavia isic, rom satarifo da arasatarifo barierebis SemoReba regulirdeba savaWro SeTanxmebebisa da saerTaSoriso xelSekrulebebis safuZvelze. importis SezRudva iwyeba sabaJo sazRvridan da grZeldeba saboloo momxmareblamde. isini zRudaven mis konkurentunarianobas importirebis calkeul etapze (Semotanagadaxda-gayidva qveynis SigniT-moxmareba). importis raodenobrivi SezRudva sagareo vaWrobis saxelmwifo regulirebis pirdapiri administraciuli formaa da misi mizania qveynis erovnuli interesebis dacva. igi iZleva deficituri valutis ekonomiis, misi sawarmoo miznebiT gamoyenebis saSualebas. saimporto kvota. arasatarifo barierebis saxeebidan yvelaze gavrcelebulia kvota, anu ucxouri produqciis moculobis raodenobrivi SezRudva. qveyana gascems licenziebis SezRudul raodenobas, romlis safuZvelze nebas rTavs da krZalavs aralicenzirebuli im120 portis moZraobas. Tu licenzirebuli importis moculoba saSinao bazris moTxovnaze naklebia, maSin kvota zrdis saSinao fass msoflio fasTan SedarebiT, romlis mixedviT licenziis mflobelebi yiduloben saqonels sazRvargareT. am kuTxiT saimporto kvota tarifis analogiuria. kvota saqonlis eqsport-importis moculobis fizikur Semcirebas niSnavs drois gansazRvrul monakveTSi. nulovani kvotis SemTxvevas embargo ewodeba, anu importis an eqsportis akrZalva. kvota SeiZleba dadgindes im zomiT, rom aRematebodes importis da eqsportis moculobas. am SemTxvevaSi, mas ar aqvs SemzRudveli xasiaTi, aramed ama Tu im saqonlis moZraobis kontrols axorcielebs. satarifo SezRudvasTan SedarebiT saxelmwifo kvotas upiratesobas maSin aniWebs, roca importuli konkurencia mkacri xdeba (am dros kvotis arseboba iZleva importis moculobis ucvlelobis garantias). kvotas imitomac aqvT upiratesoba, rom igi mTavrobas aZlevs moqnili ekonomikuri politikis gatarebis SesaZleblobas, maSin roca tarifis ganakveTis amaRleba reglementirdeba saerTaSoriso savaWro xelSekrulebiT. Tu importTan konkurentuli dargebi maRali donis dacvas saWiroeben da mTavrobas damoukideblad ar SeuZlia aamaRlos tarifebi, aq regulirebas axorcieleben kvotebiT. TiToeul qveyanaSi arsebobs specialuri organoebi, romelnic anawileben saimporto licenziebs da romelnic ekonomikuri politikis gatarebis mizniT gamoiyeneba. Tanamedrove proteqcionizmis sistemaSi gansakuTrebuli adgili uWiravs safinanso da savaluto RonisZiebebs. saqonlis warmoebisa da realizaciis saxelmwifo subsidireba da dafinanseba amaRlebs erovnuli produqciis konkurentuanobas sagareo bazarze da, amasTan, icavs samamulo mwarmoeblebs Sida bazarzec ucxou- 121 ri konkurenciisagan. analogiuri mizniT gamoiyeneba sakredito da sagadasaxado sistemebi. sabaJo tarifis tolfasovani samamulo warmoebis subsidireba emsaxureba aRniSnul mizans, Tumca misi ekonomikuri moqmedeba arsebiTad gansxvavebulia: baJi amaRlebs saqonlis fass erovnuli warmoebis fasamde da, amgvarad, importul saqonels naklebkonkurentunarians xdis. subsidia ki erovnuli warmoebis produqcias xdis konkurentunarians. subsidireba SesaZlebelia pirdapiri formiT, an farulad — gadasaxadebisagan ganTavisuflebiT, SeRavaTiani kreditebiT, minimaluri Sesasyidi fasebis reJimis ganxorcielebiT da a.S. subsidirebisa da safinanso SeRavaTebis sakiTxi ganixileba msoflio savaWro organizaciis mier. subsidiis zoma qveyanam unda amcnos msoflio savaWro organizacias da Tu igi zians ayenebs qveynis interesebs, igi unda SeizRudos. proteqcionistul RonisZiebebs Soris aRsaniSnavia saimporto depoziti, rodesac importiors produqciis Setanamde mocemuli qveynis bankSi Seaqvs Tanxa da mas eZleva importis ganxorcielebis nebarTva. amitom importiori aZvirebs Tavis saqonels, raTa ainazRauros Tavisi gazrdili fuladi danaxarjebi. saimporto depoziti ormagi qmedebebis proteqcionistuli barieria, radganac misi saSualebiT izRudeba erToblivi gadaxdisunariani moTxovna qveynis Siga bazarze. gadaxdisunariani moTxovnis Semcireba gamowveulia imiT, rom depozitebi bankSi iyineba eqvsi Tvis manZilze. arasatarifo barierebs miekuTvneba saxelmwifo Sesyidvebis prioritetuli ganTavsebis sistema. saxelmwifo finansuri da administraciuli berketebis daxmarebiT zemoqmedebs ekonomikis struqturaze, saxalxo meurneobis dargebis ganviTarebaze, saqonlis eqsportsa 122 da importze. am SemTxvevaSi saxelmwifo gvevlineba rogorc adgilobrivi, ise importuli saqonlis msxvili myidvelis saxiT. eqsport-importze seriozuli zemoqmedebis moxdena SesaZlebelia savaluto regulirebis meTodebiT. savaluto regulirebis meTodebia: savaluto SezRudva, valutis kursis cvlileba da e.w. mravalferovani savaluto kursebis sistemis gamoyeneba: saxelmwifo organoebi aweseben sakuTar erovnul valutaze ramdenime oficialur kurss, romlebic diferencirebulia vaWrobis geografiuli mimarTulebebisa da importis struqturis mixedviT. arasatarifo barierebs Soris mniSvnelovani adgili uWiravs sagadasaxado SeRavaTebs, romlebic farTod gamoiyeneba saeqsporto produqciis konkurentunarianobis asamaRleblad. Tavis mxriv, saSinao gadasaxadebis amoRebis diferencirebuli meTodebi sagadasaxado sistemas aqceven SeniRbul barierad, romelic damatebiT aZlierebs sabaJo sistemas. dabegvris maRali done metyvelebs imaze, rom SesaZlebelia mTavrobis xelSi didi Tanxis Tavmoyra sagadasaxado Semosavlebidan, romelic Semdgom aqtiurad gamoiyeneba ekonomikis yvela seqtorSi, maT Soris, sagareo vaWrobaSi. gadasaxadebi Tavisi ekonomikuri da savaWro politikuri efeqtiT sabaJo gadasaxadebis analogiuria, radgan is aZvirebs da aferxebs imports, Tumca saSinao gadasaxadebis gamoyeneba naklebad aris damokidebuli savaWro SeTanxmebebsa da xelSekrulebebze. amasTan, Tu baJiT ibegreba mxolod importi, gadasaxadiT ibegreba samamulo da ucxouri nawarmic; baJis amoReba xdeba importis Rirebulebidan, xolo saSinao gadasaxadebi eyrdnoba sabiTumo fass. amgvarad, sagadasaxado diskriminacia gamowveulia gadasaxadebis gamoTvlis sxvadasxva bazis arsebobis gamo. 123 sasazRvro gadasaxadebi moicavs mxolod irib gadasaxadebs (aqcizebs, dRg-s) maSin, rodesac pirdapiri gadasaxadebi ar aris CarTuli sasazRvro-sagadasaxado mosakrebelSi. importul saqonels sazRvarze gadasaxadebis da mosakreblebis mTeli ,,ojaxi~ xvdeba, maT Soris gadasaxadi saqonlis sabaJo gasinjvaze, statistikuri, safraxto da a.S. gadasaxadebis mravalferovan formebs Soris did rols TamaSobs e.w. saaqcizo mosakrebeli, romliTac ibegreba saqoneli gayidvis dros. aqcizi proteqcionizmis Zlieri saSualebaa, radganac amaRlebs importis fass, naklebkonkurentians xdis mas da amcirebs importis Semotanas. arasatarifo barierebis erT-erTi tipia teqnikuri barieri, romlis funqciaa importis moZraobis gzaze dabrkolebis Seqmna, im mizeziT, rom ucxouri saqoneli ar Seesabameba erovnul moTxovnebs, standartebs, teqnikur da sxva pirobebs, romelnic saqonlis daniSnulebis qveyanaSi moqmedeben. xSirad es barierebi saerTod uketaven gzas ucxour saqonels mocemuli qveynis Sida bazarze, an moiTxoven mis damuSavebas, anu aZneleben mis moxmarebas importior qveyanaSi ,. ucxouri saqonlis moZraobis gzaze did dabrkolebas qmnis gansxvaveba firmis, erovnul da saerTaSoriso standartebs Soris, erovnuli standartebis arseboba xels uSlis saeqsporto produqciis gatanas, riTac ikargeba sagareo bazrebis didi nawili; am mizeziT romelime gamoSvebis modifikacia mocemuli bazrisaTvis sabaziso modelis mixedviT xdeba; bolo periodSi erovnuli standartizaciis savaWro-politikuri mniSvneloba iklebs. saqonlis konkurentunarianoba niSnavs, rom igi unda Seesabamebodes daniSnulebis qveynis bazarze dadgenil wesebsa da moTxovnebs xarisxianobis mixedviT, ker- 124 Zod, teqnikuri usafrTxoebis wesebs, higienur-sanitariul normebs da a.S. msoflios sxvadasxva regionSi iqmneba organizaciebi, romelnic pasuxs ageben produqciis xarisxis atestaciaze, Tumca amgvari organizaciebi principSi qmnian koleqtiur arasatarifo bariers saerTaSoriso vaWrobaSi. miuxedavad amisa, produqciis sertifikacia ufro did mizans _ samomxmareblo bazarze ukontrolod gamotanili uxarisxo da mavne produqciisagan mosaxleobis dacvas _ emsaxureba. ukanasknel periodSi mzard yuradRebas iqcevs garemos dacvis zomebis farTod danergva, Tumca isic arasatarifo SezRudvaTa ricxvSi Sedis. wylisa da haeris dabinZurebam dRes iseT zomebs miaRwia, rom igi safrTxes uqmnis Cvens janmrTelobas da momavalSi, SesaZlebelia, kvlavwarmoebiTi procesis Semaferxebeli mizezi gaxdes. garemos dacvis mizniT bevri qveynis sawarmoebSi damontaJebulia gamwmendi mowyobilobebi, rac iwvevs warmoebis xarjebisa da fasebis zrdas. amitomac saWiro xdeba pirdapiri da faruli proteqcionistuli barierebis Seqmna. am mizniT izrdeba saqonlis xarisxobriv moTxovnasTan dakavSirebiT arasatarifo damcavi zomebis gamoyeneba (magaliTad, avtomobilebis gamonabolqvSi momwamlavi airebis Sesaxeb), rac amcirebs imports. bevr saxelmwifoSi moqmedebs specifikuri normebi, romlebic wesdeba sanitariul-veterinariuli da jandacvis organoebis mier sasoflo-sameurneo produqciis importze, sasursaTo saqonlis, medikamentebis, parfiumeriuli da kosmetikuri nawarmis, Sxam-qimikatebisa da sxva saqonlis Semotanaze. oficialurad es normebi savaWro politikasTan ar arian dakavSirebulni. Tumca im SemTxvevaSi, Tu es normebi SerCeviT xasiaTs atareben, maSin isini savaWro-politikur mizans emsaxurebian. sanitariul-higienuri normebi sxvadasxva qveyanaSi gansxvavebulia. zogierT SemTxvevaSi sanitariuli samsa125 xuri eqsportiorisagan moiTxovs saqonlis warmoebisa da Semadgenlobis zust aRweras, xolo sadac ar aRiareben sertifikats, iq sakuTriv axdenen xangrZliv da ZviradRirebul inspeqcias. es procesi ki aZnelebs da axangrZlivebs importuli saqonlis SeRwevas mocemuli qveynis Siga bazarze. erTi SexedviT SefuTva da markireba savaWro politikasTan Sors mdgari operaciebia; SefuTva icavs saqonels teqnikuri dazianebisagan da aZlevs damatebiT samomxmareblo xarisxs. markireba ki momxmarebels awvdis minimalur informacias saqonlis, misi Senaxvisa da gamoyenebis Sesaxeb. arsebobs saqonelTa farTo wre, romelTaTvis SefuTvas aqvs sxvadasxva funqcia; igi xSirad formas aZlevs saqonels, gansazRvravs fers, wonas; specifikuri SefuTva sareklamo funqciebs asrulebs da xSirad kanoniT aris daculi, rogorc mwarmoebeli firmis sakuTreba. im SemTxvevaSi, Tu saxelmwifoSi aris moTxovna saqonelTa SefuTvisa da markirebis Sesaxeb, aq vlindeba maTi savaWro politikuri funqcia. eqsportiorTa moTxovnebis Sesruleba arTulebs saqonelTa warmoebis teqnologias, zrdis sawarmoo danaxarjebs da, saboloo angariSiT, fassac. amrigad, SefuTva da markireba konkurenciul brZolaSi erovnuli warmoebis dacvis erT-erTi RonisZiebaa. Tanamedrove saerTaSoriso vaWroba ver iarsebebs saqmis warmoebis gareSe. asobiT dokumenti, romelic saerTaSoriso vaWrobis warmarTvisaTvis aris saWiro, SevsebisaTvis mniSvnelovan dros moiTxovs da dakavSirebulia gansazRvrul fulad xarjebTan. amitomac, es ,,qaRaldis barieri~ bevr qveyanaSi proteqcionistuli mizniT gamoiyena, Tumca korufciis mniSvnelovani wyarocaa. amrigad, satarifo barierebis gverdiT saerTaSoriso vaWrobaSi mniSvnelovani funqcia akisria arasatarifo barierebs. Tumca, saerTaSoriso organizaciebi, rom126 lebic xels uwyoben saerTaSoriso vaWrobis ganviTarebas, muSaoben maqsimalurad xelsayreli reJimis Seqmnaze. saubaria antidempiguri baJebis gamoyenebaze, satarifo da arasatarifo barierebis moxsnaze, momsaxurebiT vaWrobis liberalizaciaze, inteleqtualuri sakuTrebis dacvis RonisZiebaTa gatarebaze, qveynebis sagadasaxdelo balansebis wonasworobis dacvasa da savaluto kursebis regulirebaze, kapitalis eqsportis xelSewyobaze da a.S. amrigad, arasatarifo barierebi sam jgufad SeiZleba davyoT: 1. RonisZiebebi mimarTuli erovnuli warmoebis gansazRvruli dargis pirdapiri dacvisaken: kvotebi (kontingentireba), licenziebi, sakompensacio mosakrebelebi, saimporto depozitebi, antidempinguri da sakompensacio baJebi da a.S. 2. administraciuli xasiaTis RonisZiebebi, romlis mizanic ar aris uSualod importis moculobis SezRudva, Tumca iwvevs am Sedegs: sabaJo formalobebi, teqnikuri da sanitariuli standartebi da formebi, SefuTvasTan da markirebasTan dakavSirebuli moTxovnebi da a.S. 3. sxva RonisZiebebi, romlebic uSualod ar aris mimarTuli sagareo vaWrobis moculobis Semcirebisken, magram saboloo angariSiT am Sedegs gvaZleven(savaluto kursis meqanizmi, sagadasaxado meqanizmi). sakontrolo kiTxvebi: 1. axseniT saerTaSoriso vaWrobis Teoriuli safuZvlebi; 2. ganixileT vaWrobis SezRudvis momxre argumentebi; 3. axseniT importis SezRudvis satarifo da arasatarifo zomebi; 127 4. axseniT merkantilizmis arsi. 5. ratom ewoda leontievis kvlevis Sedegebs paradoqsuli? 6. romeli faqtorebi zrdian eqsportirebadi saqonlisa da momsaxurebis Rirebulebas? 7. ratom gvaqvs savaWro barierebis ori jgufi: satarifo da arasatarifo? literatura: 1. piter h., linderti, saerTaSoriso ekonomika, Tb., 2001; 2. krugmani p., obstfeldi m., saerTaSoriso ekonomika: Teoria da politika, Tb., 2000; 3. yorRanaSvili l., saerTaSoriso biznesi, Tb., Tbilisis universitetis gamomcemloba, 1998; 4. saerTaSoriso ekonomikuri urTierTobebi, avtorTa koleqtivi, Tb., 2008; 5. veSapiZe S., lekaSvili e., griSikaSvili a., aslamaziSvili n., msoflio ekonomika, Tb., 2008; 6. World Trade Report 2008, II-B, Globalization and Trade; 7. Paul R. Krugman , Maurice Obstfeld. International Economics: Theory & Policy, Publisher: Pearson, Addison Wesley; 8th edition, 2009; 8. International Business, Competing in the Global Marketplace, Charles W.L.Hill, 6-the ed, 2007; 9. International Business, The Chelenge of Global competition, Ball, McCulloch,Geringer, Minor, McNett,11-th ed. 2008; 10. Р.Грифин, М.Пастей, Международний бизнес, 4-е изд. ПИТЕР, 2006. 128 Tavi V ucxouri investiciebi Sesaswavli sakiTxebi: 1. kapitalis saerTaSoriso moZraobis formebi; 2. transerovnuli kompaniebis roli globalizaciis pirobebSi da misi ganviTarebis etapebi; 3. pirdapiri ucxouri investiciebis Teoriebi; 4. pirdapiri ucxouri investiciebis ekonomikuri efeqtianoba; 5. pirdapiri ucxouri investiciebisa da saerTaSoriso vaWrobis urTierTkavSiri. 5.1. kapitalis saerTaSoriso moZraobis formebi kapitalis, rogorc warmoebis faqtoris saerTaSoriso moZraobam, gansxvavebuli formebi SeiZina. warmoSobis wyaroebis mixedviT kapitali iyofa oficialur da kerZo kapitalad: oficialuri kapitali saxelmwifo biujetis saxsrebi, romelic gadaadgildeba sazRvargareT an moedineba sazRvargareTidan, mTavrobis an mTavrobaTaSorisi gadawyvetilebis mixedviT. kapitalis moZraobis am kategoriaSi Sedis sesxebi, grantebi, daxmarebebi, romelic xorcieldeba mTavrobaTaSorisi SeTanxmebis safuZvelze. oficialuri kapitalis wyaro aris saxelmwifo biujeti anu gadasaxadis gadamxdelTa fuli, amitom msgavsi kapitali sazRvargareT gadaadgildeba mTavrobisa da warmomadgenlobiTi organoebis erToblivi gadawyvetilebis miRebis Sedegad; kerZo kapitali firmebis, bankebis da sxva arasaxelmwifo organizaciebis saxsrebia, romelic ar aris da129 kavSirebuli saxelmwifo biujetTan. miuxedavad maTi SedarebiTi avtonomiurobisa, mTavrobas aqvs garkveuli ufleba akontrolos misi moZraoba kapitalis saerTaSoriso gadaadgilebis Sesaxeb gadawyvetilebis miRebis farglebSi. dabandebis xangrZlivobis mixedviT gamoyofen grZelvadian, saSualovadian da moklevadian kapitals, xolo kapitali, gamoyenebis maxasiaTeblis mixedviT, iyofa samewarmeo da sasesxo kapitalad. samewarmeo kapitalis dabandeba xdeba pirdapiri da iribi gziT, maqsimaluri mogebis miRebis mizniT. samewarmeo kapitalis saxiT xSirad gamoiyeneba kerZo kapitali. Tumca, SesaZlebelia an saxelmwifom, an saxelmwifos mflobelobaSi arsebulma sawarmom ganaxorcielos saxsrebis dabandeba sazRvargareT. sawarmoo kapitali, dabandebebis miznebis mixedviT, iyofa pirdapir ucxour investiciebad (pui) da portfelur investiciebad. pui kerZo samewarmeo kapitalis ZiriTadi formaa. igi uzrunvelyofs tnk-is, mis sazRvargareTuli filialebis saqmianobis efeqtiani kontrolis SesaZleblobas. XIX saukunis dasawyisSi pui-s moZraobas abrkolebda xangrZliv moZraobasa da komunikaciur saSualebebTan dakavSirebuli siZneleebi. XX saukunis bolos, transportisa da sakomunikacio saSualebis ganviTarebasTan erTad, gamartivda ucxoel moqalaqeTa mflobelobaSi arsebuli bunebrivi resursebis, mompovebeli sawarmoebisa da agreTve, komunaluri da msxvili sawarmoebis marTva. yvela aseT SemTxvevaSi aucilebeli gaxda mniSvnelovani kapitaldabandebebisa da mowinave teqnologiebis arseboba, romelic xSirad miuwvdomeli iyo adgilobrivi mwarmoeblebisaTvis. amave dros, SedarebiT farTo gavrceleba hpova sameurneo saqmianobis organizaciis korporaciulma formam da daiwyo safondo bazrebis Camoyalibeba, ris Sedegad, rig qveyanaSi formirdeba ekonomikuri da iuridiuli safuZveli, 130 romelic aucilebelia kompaniebSi ucxouri investiciebis mozidvisaTvis. ekonomikuri ganviTarebisa da TanamSromlobis organizaciis kodeqsSi pui-is Semdegnairi ganmartebaa mocemuli: pui aris investiciebi, sawarmosTan grZelvadiani ekonomikuri kavSirebis damyarebis mizniT, kerZod, investiciebi, romelic SesaZleblobas iZleva sawarmos marTvaze realuri gavlena moaxdinos: a) Sesabamis qveyanaSi ararezidentis saSualebiT: 1. Seqnas an gaafarToos mTlianad mis mflobelobaSi arsebuli sawarmo, ganyofileba an filiali. SeiZinos ukve arsebuli sawarmos mTliani sakuTreba; 2. monawileoba miiRos axal an arsebul sawarmoSi; 3. gasces sesxi aranakleb xuTwliani vadiT; b) sazRvargareT rezidentis saSualebiT: 1) Seqmnas an gaafarToos mTlianad mis mflobelobaSi arsebuli sawarmos sakuTreba; 2) monawileoba miiRos axal an ukve arsebul sawarmoSi; 3) gasces sesxi aranakleb xuTwliani vadiT; rogorc aRvniSneT, tradiciulad kompaniaSi investiciebi miekuTvneba pirdapiri an portfeluri investiciebis formas. investiciebi aris pirdapiri im SemTxvevaSi, rodesac investoris sakuTrebis wili (sakuTrebis wili sakmarisia iyos 10%) sakmarisia kompaniaze kontrolis dawesebisaTvis. dabandebebi, romelsac investorisaTvis moaqvs Semosavali, magram ar iZleva kompaniaze kontrolis uflebas, rogorc wesi, aris portfeluri. istoriul retrospeqtivaSi pui-is Sefaseba praqtikulad SeuZlebelia. es, pirvel rigSi, dakavSirebulia, pui-is erovnuli statistikis ararsebobasTan, aseve sxvadasxva qveyanaSi miRebul maT ganmartebebsa da kompoziciebisadmi arsebul gansxvavebebTan. pui-is Sesaxeb istoriuli monacemebi arsebobs garkveuli magaliTebis doneze. pui-is ganxorcielebis pirveli magaliTebi dakavSirebulia inglisSi vestindoeTis kompaniis saqmianobasTan XVII saukuneSi. XIX saukunis bolosa da XX saukunis dasawyisSi amerikis kontinentsa da indoeTSi mrewvelo131 bis infrastruqturis ganviTarebam gamoiwvia evropis qveynebidan kapitalis gadineba, romelic dRevandeli gansazRvrebis Tanaxmad, SeiZleba pui-ad CaiTvalos. miuxedavad imisa, rom pui-s ZiriTadi nawili meore msoflio omamde xorcieldeboda evropasa da amerikas Soris, arsebobs istoriuli masalebi imisa, rom ukve maSin kapitalis nakadebi miemarTeboda CrdiloeTidan samxreTisaken. 1914 wels inglisuri pui-is 53% miemarTeboda aziis, afrikis da laTinuri amerikis qveynebis mompovebel dargebSi, xolo 31% — infrastruqturaze. 1918—1938 wlebSi, pui viTardeboda SedarebiT nela, Tumca, am periodTanaa dakavSirebuli amerikuli kompaniebis `fordis~ da `jeneral motorsis~ korporaciebis pirveli filialebis gaxsna evropis, laTinuri amerikisa da aziis qveynebSi. Semdgom wlebSi, gansakuTrebiT ki 60ian wlebidan, daiwyo pui-s swrafi zrda. 1970-iani wlebisaTvis, rodesac pirvelad gamoCnda ganmazogadebeli statistikuri monacemebi pui-s Sesaxeb, maTma moculobam weliwadSi 13 mlrd dolari Seadgina. aqedan 91% aSS-ze, iaponiaze, safrangeTze, italiaze, did britaneTsa da kanadaze modioda. 5.2. transerovnuli kompaniebis roli globalizaciis pirobebSi da misi ganviTarebis etapebi pui-is ZiriTadad transnacionaluri kompaniebi (tnk) axorcieleben, romelTaTvisac erovnuli ekonomikis sazRvrebi pirobiTi xasiaTisaa. warmoebis mniSvnelovani nawilis ucxoeTSi gadatana, iq mravali filialis Seqmna, romelic integrirebulia saqonlisa da momsaxurebis erTian qselSi, tnk-s saSualebas aZlevs, gamoiyenos mravali qveynis konkurentuli upiratesoba da resursi. 132 tnk aris firma, romelic akontrolebs aqtivebs, axdens saqonlis da momsaxurebis warmoebas erTze met qveyanaSi. es saqmianoba moicavs sainvesticio da sawarmoo rgolis mTlian jaWvs, dawyebuli kapitalis mobilizebidan, axali sawarmoo simZlavreebis SeqmniT, sawarmoo aqtivebis SeZeniT, saqonlisa da momsaxurebis uSualo warmoebiT, damTavrebuli axali teqnologiebis SemuSavebiT. tnk-ebi am saqmianobas sazRvargareT ewevian pui-s arxebis meSveobiT, agreTve im meqanizmebiT, romlebic ar aris dakavSirebuli kapitalTan (magaliTad, licenzireba, frenSaizingi, mmarTvelobiTi kontraqtebi, teqnikuri da markentinguli momsaxurebis gaweva, sawarmos ,,gasaRebis” Cabareba) da Tavisi arsiT axlosaa klasikur komerciul operaciebTan. tnk-ebma Tavisi ganviTarebis procesSi gaiares ramdenime etapi da amitom SesaZlebelia gamovyoT tnk-ebis xuTi Taoba. tnk-ebis pirvel Taoba (maTi aRmocenebis periodidan - XIX dasasrulidan pirveli msoflio omis dawyebamde 1914-1918 ww.) ZiriTadad dakavebuli iyo bunebrivi resursebis mopovebiT aziis, afrikis, laTinuri amerikis qveynebSi, aseve, maTi gadamuSavebiT metropoliebSi. organizaciuli formiT es tnk-ebi warmoadgendnen kartelebsa da sindikatebs. tnk-ebis meore Taoba viTardeboda or msoflio oms Soris periodSi (1918-1939 ww.). isini dakavebuli iyvnen SeiraRebisa da samxedro teqnikis momgebiani warmoebiT evropis wamyvani qveynebis, amerikis da iaponiis moTxovnilebebis dasakmayofileblad. am periodSi tnk-ebi formirdebodnen trestebis saxiT, romlebic Tavis struqturaSi iTrevdnen samamulo sawarmoebs Serwymisa da STanTqmis saSualebiT. tnk-ebis mesame Taobis formireba daiwyo meore msoflio omis Semdgom periodSi (1945), gansakuTrebiT imperiuli da kolonialuri sistemis ngrevis Semdeg (1959-1960 ww.). mesame Taobis tnk-ebi iyvnen mecnierul 133 teqnikuri miRwevebis generatorebi da gamavrceleblebi mecnierebisa da mrewvelobis axal dargebSi (atomuri energia, eleqtronika, kosmosi da a.S.). maTi organizaciis ZiriTadi formebi iyo aliansebSi gaerTianebuli strategiuli koncernebi da konglomeratebi, , romelTa mizans warmoadgenda poziciebis ganmtkiceba da gasaRebis bazrebis gafarToeba mkacr konkurentul brZolaSi. tnk-ebis meoTxe Taoba TandaTanobiT formirdeboda 1970-1980 ww. mecnierul-teqnikuri progresis daCqarebuli ganviTarebisa da msoflio bazrebze zrdadi konkurenciis pirobebSi. swored am periodSi daCqarda Serwymisa da STanTqmis procesi, romlebmac ganapirobes warmoebisa da kapitalis koncentracia. tnk-ebis mexuTe Taoba Cndeba da mizanmimarTulad iwyebs ganviTarebas XXI saukunis dasawyisSi regionuli ekonomikuri integraciis daCqarebuli procesis pirobebSi, gansakuTrebiT evropaSi (EU), CrdiloeT amerikaSi (NAFTA), samxreT amerikasa (MERCUSOR) da aziaSi (ASEAN). msoflioSi integraciuli gaerTianebebisa da regionuli erTiani ekonomikuri sivrceebis formireba iZleva farTo SesaZleblobas tnk-ebis saerTaSoriso biznesSi CarTvisaTvis yvela kontinentze. imisaTvis, rom avxsnaT, ra mizniT daiwyo tnk-ebis intensiuri ganviTareba XX saukunis meore naxevarSi, unda aRvniSnoT, rom arsebobs tnk-ebis efeqtiani saqmianobis garkveuli mizezebi im kompaniebTan SedarebiT, romlebic moqmedeben mxolod erT qveyanaSi. aseT upiratesobebs miekuTvneba: • bunebrivi resursebis, kapitalis, mecnierul — teqnikuri da sacdel sakonstruqtoro samuSaoebis Sedegebis wvdomis upiratesoba; • horizontaluri diversifikacia sxvadasxva nedleulis dargebSi an vertikaluri diversifikacia teqnologiuri principiT erTi dargis farglebSi, romelic rogorc erT, aseve meore Sem134 • • • • • • • • TxvevaSi uzrunvelyofs tnk-ebis ekonomikur stabilurobasa da finansur mdgradobas; deda kompaniis mier sawarmoebis optimaluri ganawileba sxvadasxva qveyanaSi maTi erovnuli bazrebis sididis, ekonomikuri zrdis tempis, fasebis, ekonomikuri resursebisadmi wvdomis da aseve politikuri stabilurobis gaTvaliswinebiT. tnk-ebis mTliani sistemis farglebSi kapitalis swrafi akumulirebis SesaZlebloba; tnk-ebis efeqtianobis gadidebis da konkurentunarianobis gaZlirebis perspeqtiva, saerTo yvela msxvili samrewvelo firmebisaTvis, romelic Tavisi struqturebis integracias axorcielebs sruliad sxvadasxva sawrmoebSi; sazRvargareTis momxmarebelTan siaxlove da adgilobrivi bazris ganviTarebis da mimRebi qveynis analogiuri kompaniebis konkurentuli potencialis perspeqtivis Sesaxeb utyuari informaciis miRebis SesaZlebloba; sxvadasxva qveyanaSi, tnk-ebis interesebidan gamomdinare, saxelmwifos sagareo ekonomikuri politikis gamoyeneba; tnk-ebis produqtisa da teqnologiebis gaxangrZlivebis zrdadi SesaZlebloba. maT daZvelebasTan erTad sazRvargareTul filialebSi gadatana da tnk-ebis qveganyofilebebis resursebis fokusireba axali teqnologiebisa da nawarmis SemuSavebaze sabaziso qveyanaSi; ama Tu im qveyanis bazarze produqtebis danergvis barierebis gadalaxvis SesaZleblobeba puiis saSualebiT; msoflios mravali qveynis finansuri resursebis farTo gamoyenebis SesaZlebloba; 135 • sxvadasxva qveyanaSi sasaqonlo, savaluto da finansuri bazrebis Sesaxeb uwyveti informaciis miReba, rac saSualebas aZlevs operatiulad mimarTon kapitalis nakadebi im qveyanaSi, sadac maqsimaluri mogebis miRebis xelsayreli pirobebi iqmneba; • mTliani korporaciis optimaluri organizaciuli struqtura, romelic imyofeba daJinebuli yuradRebisa da kontrolis qveS tnk-bis xelmZRvanelobis mier da mudmivad xdeba srulyofa. XXI saukunis dasawyisSi msoflioSi tnk-bis ricxvi 80 aTasze mets, xolo maTi filialebis _ 850 aTass iTvlis. deda kompaniebi ZiriTadad ganTavsebulia ganviTarebul qveynebSi (52,2 aTasi), xolo filialebis didi raodeneba (485 aTasi) ganTavsebulia ganviTarebad qveynebSi. msoflio mrewvelobis daaxloebiT naxevari da sagareo vaWrobis 2/3-ze meti modis tnk-ebze. isini akontroleben patentebis, licenziebis, axali teqnologiebis da nouhau-s 80%-s. tnk-ebis kontrolis qveS imyofeba calkeuli sasaqonlo bazrebi: xorblis, yavis, simindis, xe-tyis, Tambaqos, foladis msoflio bazris 90%, spilenZisa da boqsitebis 85%, Caisa da zeiTunis zeTis 80%, nedli navTobis, naturaluri kauCukis da bananebis 75%. tnk-ebi, romlebic axdenen erovnebaTaSorisi sawarmoo kompleqsis formirebas, aqvT Sromis saerTaSoriso danawilebis gamoyenebis da warmoebis saerTaSoriso kooperaciis upiratesoba. rac maT saerTaSoriso ekonomikuri urTierToebebis maxasiaTebelsa da transerovnuli biznesis mdgomareobaze gavlenis saSualebas aZlevs. imisaTvis, rom mivakuTvnoT kompania ,,transerovnuls~ iyeneben Semdeg kriteriumebs: • qveynebis raodenoba, romelSic moqmedebs kompania (aranakleb 6); • qveynebis gansazRvruli raodenoba, romelSic ganTavsebulia kompaniis sawarmoo simZlavreebi; 136 • kapitalizaciis gansazRruli zoma, romelsac miaRwia kompaniam; • ucxouri operaciebis minimaluri wili SemosavlebSi, romelsac miaRwia kompaniam (rogorc wesi 25%); • aqciebis sakontrolo paketis aranakleb 25%-is floba sam an met qveyanaSi. • kompanis personalisa da maRali donis xelmZRvanelobis internacionaluri Semadgenloba; kompaniis transnacionalizaciis SefasebisaTvis gamoiyeneba transnacionalizaciis indeqsi, romelic warmoadgens Semdegi sami maCvenebelis saSualo mniSvnelobas: sazRvargareTuli aqtivebis Sefardeba aqtivebis saerTo moculobasTan; sazRvargareTuli gayidvebis Sefardeba gayidvebis saerTo moculobasTan da sazRvargareT dasaqmebulTa raodenobis Sefardeba kompaniaSi dasaqmebulTa saerTo raodenobasTan: transerovnulobis indeqsis gamoTvla SesaZlebelia Semdegi formuliT: A1 Ri Si + + A R S IT = 3 sadac, IT - transnacionalizaciis indeqsi; A - saerTo aqtivebi; A1 - sazRvargareTuli aqtivebi; R - saqonlisa da momsaxurebis sazRvargareTuli gayidvebis moculoba; Ri - saqonlisa da momsaxurebis gayidvebis saerTo moculoba; Si - sazRvargareT dasaqmebulTa raodenoba; S - kompaniaSi dasaqmebulTa mTliani raodenoba. 137 Tanamedrove pirobebSi msxvil korporaciebs mZlavri finansuri, mmarTvelobiTi da sawarmoo struqtura gaaCniaT. es maT calkeul regionebsa da qveynebSi mimdinare ekonomikuri krizisebisadmi naklebad damokidebuls xdis. imis gamo, rom tnk-ebi TavianT filialebs qmnian msoflios sxvadasxva adgilas, mkveTrad gaizarda qveyanaTa urTierTdamokidebuleba. tnk-ebi xels uwyoben samrewvelo sistemebs Soris kavSiris daregulirebas da amasTan, gvevlineba `Rrma” integraciis mamoZravebel Zalad, ramdenadac isini varaudoben kavSirebis damyarebas warmoebis doneze, romelic iwvevs warmoebis faqtorebis gaerTianebas, vaWrobis saSualebiT `zedapiruli~ integraciis gawonasworebas, romelic tradiciuli komerciuli urTierTobebis daregulirebas gulisxmobs. integracia TavisTavadac Rrmavdeba pui-is arxebis meSveobiT, vinaidan tnk-is sul ufro meti raodenoba mimarTavs kompleqsur integraciul strategias, romelic gulisxmobs warmoebis da ganawilebis mWidro integraciuli kavSirebis Seqmnas. kompleqsuri integraciuli strategiis ganxorcielebisas firmebi aqtiurad aviTareben Rrma transsasazRvro specializacias vertikalur da horizontalur doneze, Sromis Siga safirmo danawilebis saSualebiT, romelic gadis erovnuli sazRvrebs farglebs gareT da ufro xSirad moqmedebs funqciur doneze. tnk-is TvalTaxedvidan gamomdinare, kompleqsuri integraciuli strategia uzrunvelyofs firmebis SesaZleblobas, miiRon mogeba ekonomiis xarjze, romelic miiRweva Sualeduri produqciis moculobisa da masStabebis gafarToebis an misi funqciuri rgolebis muSaobis optimizaciis meSveobiT. msgavsi strategia saSualebas aZlevs firmebs sawarmoo da funqciuri rgoli ganaTavsos im adgilas, sadac TviTRirebulebisa da Sromis mwarmoeblurobis Sefardeba SedarebiT misaRebia. 138 Tanamedrove tnk-isaTvis sul ufro did rols TamaSoben inovaciebi da samecniero-kvleviTi samuSaoebi. tnk-is ucxour bazarze warmatebuli SeRwevis ZiriTadi faqtori aris maTi konkurentuli upiratesoba, romelTa Soris mTavaria teqnologiuri upiratesoba, teqnologiuri lideroba, mowinave teqnologiebis floba. yvela dargis kompania iZulebulia gazardos danaxarjebi samecniero-kvleviT samuSaoebze konkurentuli upiratesobis miRebis mizniT. aucilebelia aRiniSnos, rom Tanamedrove tnk-ebi amjobineben samecniero-kvleviT samuSaoebs Tavi mouyaron saTavo kompaniaSi, xolo warmoeba gaaqvT sazRvargareT. amitom, samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebi Tavmoyrilia tnk-is bazirebis qveynis, xolo warmoeba xSirad gatanilia sazRvargareTul struqturebSi. vinaidan 85%-ze meti wamyvani tnk dafuZnebulia aSS-Si, iaponiasa da evrokavSirSi, es qveynebi praqtikulad yvela ZiriTadi samecnierokvlevis akumulirebas axdenen. amgvarad, msoflio masStabiT tnk-is zemoqmedeba mecnierul-teqnikur progresze Zalze didia. isini gansazRvraven misi ganviTarebis mimarTulebas da Sesabamisad, msoflio ekonomikis struqturul Zvrebs. 5.3. pirdapiri ucxouri investiciebis Teoriebi XX saukunis meore naxevarSi tnk-ebis swrafma zrdam stimuli misca maTi modelebis Seqmnas. wlebis ganmavlobaSi iyo mravali mcdeloba, aexsnaT ratom axorcieleben firmebi pui-s. albaT unda daviwyoT iqidan, rom srulyofili konkurenciis samyaroSi, mravali pui ar ganxorcieldeboda, radgan tnk-ebi ewevian transaqciul danaxarjebs, romelsac ar ganicdis misi Siga konkurenti. pui-is ZiriTadi niSania, saSualeba misces mravalerovnul organizaciis Camoyalibebas, e.i. gaafar139 Toos kontroli. kontrolis gafarToeba da ucxo bazrebze SeRweva damokidebulia firmis gansakuTrebul upiratesobebze. am mxriv, aRsaniSnavia haimeris midgoma. stefan haimeris wignSi (1976 w). firmis gansakuTrebul upiratesobaTa faqtori ganixileboda pui-is Teoriisa da dargobriv bazrebze arasrulyofili konkurenciis klasikuri modelebis SemaerTebel instrumentebi. haimeris mixedviT ucxoeli investori aris monopolia, ufro xSirad oligopolia ama Tu im bazarze. sazRvargareT investireba xorcieldeba konkurenciis CaxSobisa da bazarze kontrolis SenarCunebis mizniT, rac gamoixateba sawarmoze kontrolis SenarCunebis moTxovnisa da sakuTrebis gaziarebaze uaris TqmiT. amgvarad, mocemuli midgomis Tanaxmad, pirdapiri investiciebi iwvevs calkeul bazarze kontrolis uzurpacias. im droisaTvis msgavsi azri Zalze popularuli iyo, gansakuTrebiT ganviTarebadi qveynebisaTvis. tnk-ebs aRiqvamdnen Zlier monopolistur institutad, romelsac SeuZlia uaryofiTad imoqmedos saxelmwifoze da Seamciros mimRebi qveynis keTildReoba. 1970-ian wlebSi gavrcelebulma politikam SezRuda pui-is Semosvla da gamoiwvia tnkebis mkacri regulireba. msgavsi politika ZiriTadad tardeboda ganviTarebadi qveynebis da agreTve, calkeuli industriuli qveynis mier. s. haimeris mier SemuSavebuli monopolisturi upiratesobis Teoria SemdgomSi C. kindlebergerma ganaviTara. Tavis naSromebSi is ikvlevda tnk-ebis Sinagan bunebas da mizezebs, romelic firmebs saSualebas aZlevda ganexorcielebinaT pui. igi iyo gaigivebuli ,,masStabis ekonomiasTan~ da gansakuTrebul ,,menejerul unarTan~. saerTaSoriso bazarze gasvlisas firma xSirad awydeba iseT dabrkolebebs, rogoricaa adgilobriv bazarze ,,TamaSis wesebis~, momxmarebelTa gemovnebis arcodna, rac iwvevs maRal transaqciul danaxarjebs da qmnis riskis maRal xarisxs. msgavs SemTxvevaSi firmis warmatebu140 li saqmianobisaTvis kindlebergerma gamoyo Semdegi ZiriTadi faqtorebi: adgilobriv sasaqonlo bazarze arasrulyofili konkurencia (originaluri produqciis arseboba); faqtorul bazrebze arasrulyofili konkurencia (Tu ucxouri firma flobs Tanamedrove teqnologias, aqvs didi samewarmeo gamocdileba, advilad miuwvdeba xeli kreditze); upiratesobebi masStabSi (ris xarjze SeiZleba meti mogebis miReba); ucxouri investiciebis xelsayreli saxelmwifo regulireba. konkurentuli upiratesobis Teoria dafuZnebuli faseuli aqtivebis flobaze, mxolod nawilobriv xsnis sazRvargareT ganxorcielebuli pui-is mizezebs. Tumca es Teoria saSualebas ar iZleva avxsnaT kompaniebi ratom aniWeben upiratesobas sazRvargareTis bazrebze gasvlas pui-is saSualebiT imis nacvlad, rom maT gamoiyenon TavianTi konkurentuli upiratesoba saerTaSoriso bazarze sxva meTodebiT, rogoricaa, eqsporti, frenSaizingi, ucxouri kompaniebis mier licenziis gayidva maTi teqnologiebis sargeblobisaTvis. magaliTad, kompania McDonald’s warmatebulad moqmedebs saerTaSoriso bazrebze frenSaizingis saSualebiT, romelic McDonald’s —is swrafi momsaxurebis restornebis gaxsnis ZiriTadi saSualebaa mTels msoflioSi. maSin rodesac kompania Boeing sazRvargareT momxmarebelTa moTxovnebs akmayofilebs eqsportis saSualebiT. internalizaciis Teoria saSualebas iZleva movZebnoT am kiTxvaze pasuxi transaqciuri danaxarjebis koncefciis safuZvelze. transaqciuli danaxarjebi (transaction costs) — aris garigebaze gaweuli danaxarjebi, anu es danaxarjebi dakavSirebulia kontraqtis dadebis molaparakebis warmoebis da kontraqtis moqmedebaSi moyvanasTan. kompaniis xelmZRvanelobam unda miiRos gadawyvetileba imis Sesaxeb, Tu ra aris umjobesi kompaniisaTvis: SeiZinos an aaSenos sakuTari sawarmo sazrvargareT Tu ucxour firmasTan dados kontraqti sawarmos marTvi141 saTvis frenSaizinguli xelSekrelebis, salicenzio SeTanxmebis an miwodebis Sesaxeb xelSekrulebis safuZvelze. internalizaciis Teoriis Tanaxmad (internalization theory) upiratesoba unda mieniWos pui-s, Tu kontraqtis dadebis molaparakebis warmoebis, kontraqtSi arsebuli pirobebis Sesrulebaze kontrolisa da kontraqtis moqmedebaSi moyvanis xarjebi metia im xarjebze romelsac moiTxovs kapitalis pirdapiri dabandeba sazRvargareTul sawarmoSi. magaliTad, kompania Toyota-s ZiriTadi konkurentuli upiratesobaa gamoSvebuli produqtis maRali xarisxi da warmoebis mowinave teqnologiebi. aseTi upiratesobis miRweva ucxour sawarmoebSi sxva firmebTan kontraqtis dadebis saSualebiT Sesabamisi samuSaoebis Sesrulebaze SedarebiT rTulia. Sesabamisad, kompania Toyota upiratesobas aniWebs sawrmoo simZlavreebis ganTavsebas sazRvargareTis qveynebSi. da piriqiT, internalizaciis Teoriidan gamomdinareobs daskvna imis Sesaxeb, rom dabali tranzaqciuli danaxarjebisas kompaniisaTvis momgebiania kontraqtebi dados ucxour firmebTan da ganaxorcielos komerciuli saqminoba saerTaSoriso bazrebze licenziis gayidvis an frenSaizingis saSualebiT. magaliTad, kompania McDonald's-ma did warmatebas miaRwia frenSizis saSualebiT McDonald's brendis qveS sazRvargareT xsnida swrafi momsaxurebis restornebs. kompaniam SeZlo frenSaizinguli SeTanxmebis dadebiT tranzaqciuli danaxarjebis Semcireba da is amJamadac agrZelebs franCaizingis gamoyenebas, rogorc sazRvargareT biznesis warmoebis ZiriTad meTods. internalizaciis Teoria gviCvenebs kompaniis saerTaSoriso bazarze gasvlis mizezebs pui-is saSualebiT. Tumca es Teoria ar iZleva pasuxs kiTxvaze: kompania ratom ganaTavsebs sawarmoo simZlavreebs sazRvargareT, miuxedavad imisa, ekuTvnis es simZlavreebi Tavad kompanias an mis menardes. sxvagvarad rom vTqvaT, kompania mii142 Rebs konkurentul upiratesobas sazRvargareTis teritoriaze sawarmos ganTavsebiT? am problemis gadawyvetas eZRvneba ekleqtikuri Teoria. 1981 wels j. daningis mier SemuSavebuli ekleqtikuri Teoria miznad isaxavda yvela alternatiuli variantis gaerTianebas, romelic dafuZnebuli iyo tnk-is sxvadasxva aprobirebul modelze. daningis SemoTavazebuli modeli Seicavs faqtorTa sam jgufs, romliTac aixsneba tnk-is saqmianoba saerTaSoriso arenaze: 1. ucxoeli investorebis specifikuri konkurentuli upiratesoba adgilobrivi kompaniebis mimarT, romlis meSveobiT firmebi sazRvargareT ganaTavseben investiciebs da iReben Semosavals rentis saxiT (sakuTrebis specifikuri upiratesoba). 2. klasikuri komerciuli operaciebis CarCoebSi am resursebis gamoyenebasTan dakavSirebuli mTeli danaxarjebi da siZneleebi (internalizaciis upiratesobani). 3. calkeuli qveynebis specifikuri geografiuli upiratesobani. iTvleba, rom tnk-isaTvis SedarebiT mimzidveli ekonomikur-geografiuli upiratesoba aris qveynis Siga bazris moqniloba, samamulo ekonomikis dinamikuri zrda, liberaluri saerTaSoriso vaWroba (ekonomikis gaxsniloba vaWrobisaTvis, TviTRirebulebisa da Sromis mwarmoeblurobis mimzidveli Sexameba, efeqtianad moqmedi faqtoruli bazrebis arseboba. 1994 wels j. daningis mier holandiel mecnierTan naruloisTan erTad SemoTavazebuli iyo eris sainvesticio ganviTarebis gzebis Teoria. am Teoriis Tanaxmad, ganviTarebuli qveynebi gadian xuT etaps, romelTa klasifikaciur niSnebs warmoadgens mzadyofna pui-is miRebis da eqsportirebisaTvis. analizis bazas warmoadgens ekleqtikuri Teoria. Tavdapirvelad qveynis sainvesticio ganviTareba mimdinareobs yovelgvari upiratesobis gareSe, romlebic CamoTvlilia daningis ekleqtikur TeoriaSi. qveyanaSi saxelmwifo atarebs importSemcvlel politikas. gan143 viTarebulia mxolod dabalteqnologiuri warmoeba, Semdgom fazaSi mimdinareobs pui-is TandaTanobiTi mateba, farTovdeba adgilobrivi bazari, izrdeba adgilobrivi firmebis konkurentunarianoba. TandaTanobiT tardeba pui-is liberalizacia. mesame fazisaTvis damaxasiaTebelia pui-is eqsporti, mniSvnelovnad izrdeba adgilobrivi firmebis internalizaciis upiratesobani. saxelmwifo politika pui-is mimarT liberaluri, xolo ekonomika eqsportze orientirebulia. meoTxe fazaSi, pui-is eqsporti uswrebs imports, qveyana xdeba lideri zogierT maRalteqnologiur dargSi. mexuTe fazaSi puiis eqsporti da importi agrZelebs zrdas, myardeba msoflio lideroba liberaluri pui-is politikis da pui-is eqsportis stimulirebasTan erTad. pui-ebis ganxorcieleba aseve SesaZlebelia avxsnaT produqtis sasicocxclo ciklis Teoriis saSualebiT, romelic 60-ian wlebSi daamuSava frangma ekonomistma r. vernonma. mocemuli Teoria emyareba saqonlis mier bunebrivi sasicocxlo ciklis gavlis Sesaxeb postulats, romelic moicavs sam Tanmimdevrul fazas: 1. inovacia, 2. simwife, 3. standartizacia. inovaciur fazaSi korporacia, romelic aris mocemuli saqonlis pioneri, iZens konkurentul upiratesobas da faravs danaxarjebs samecniero-kvleviT da sacdel-sakonstruqtoro samuSaoebze. meore da mesame fazaSi warmatebuli konkurenciisaTvis kompania iZulebulia mimarTos internacionalizaciis strategias. simwifis fazaSi Siga bazarze gayidvaTa Semcireba iwvevs sazRvargareT mocemuli saqonlis eqsportis gadidebas. magram im SemTxvevaSi, roca eqsports safrTxe emuqreba, anu standartizaciis fazaSi, rodesac saqonlis warmoeba teqnologiisa da xarisxis mixedviT iZens saboloo standartul formebs, konkurentuli upiratesobis miRebis mizniT, ufro xelsayrelia danaxarjebis ekonomiiT kvlavwarmoebiTi procesis ciklis sxvadasxva stadiis gadatana im qveyanaSi, sadac 144 dabalia cvalebadi xarjebi, sabaJo barierebis gverdis avlis, ucxoel monopoliebTan poziciebis gaZlierebis SesaZleblobiT. 5.4 pirdapiri ucxouri investiciebis ekonomikuri efeqtianoba erT-erTi faqtori, romelic gardamavali ekonomikis qveynebs aZlevs saSualebas Seamsubuqos zogierTi Siga problema da ekonomikur ganviTarebas misces dadebiTi impulsi, aris erovnuli bazrebis gaxsna ucxouri firmebisa da erToblivi kompaniebisaTvis, rac xorcieldeba kidec saqarTveloSi. praqtikulad msoflios yvela qveyanas, Tavis ekonomikis CarCoebSi, aqvs ucxouri seqtori, romelic Sedgeba ucxour investiciebze dafuZnebuli sawarmoebisagan. msoflio ekonomikaSi integraciis pirobebSi, sagareo sfero da is uzarmazari resursebi, romlebic imyofeba finansur bazarze, iZleva did SesaZleblobas ekonomikuri zrdis dafinansebisaTvis. kapitalis modineba mowmobs mimRebi qveynis ekonomikis ndobis xarisxis amaRlebas, rac mTlianobaSi gavlenas axdens saerTo ekonomikur klimatze. jer kidev 60-ian wlebSi msoflio ekonomikurma mecnierebam damajereblad daamtkica, rom nebismieri ganviTarebadi qveyana, romelic miznad isaxavs erovnuli Semosavlis swraf gadidebas, awydeba sirTuleebs, Tu Seecdeba ganaxorcielos kapitaldabandebebis programa mxolod erovnuli saxsrebis mobilizebis saSualebiT. ase, rom ucxouri kapitalis mozidva gvevlineba qveynis ekonomikis ganviTarebis ara koniunqturul-taqtikur, aramed strategiul amocanad. kapitalis saerTaSoriso moZraobis efeqtianoba SeiZleba ganvixiloT Semdegi magaliTis safuZvelze: davuSvaT, rom mTeli msoflios simdidre warmodgenilia 145 ori qveyniT — saqarTveloTi da ukrainiT, romelTac Sesabamisad Tavis gankargulebaSi aqvT AK da AK1 moculobis kapitali (ix. naxazi 1). mTlianobaSi kapitalis odenoba, romelsac gankargavs orive qveyana, Seadgens KK1. davuSvaT, rom saqarTvelos Warbad aqvs kapitali da ar gaaCnia sasurveli Siga sainvesticio SesaZleblobebi, xolo ukraina ganicdis kapitalis ukmarisobas, magram aqvs sainvesticio SesaZleblobebi. sakuTari SesaZleblobebis farglebSi ganxorcielebuli investirebis dros, saqarTvelos investorebs aqvT Semosavlebis dabali norma, vinaidan Siga realuri aqtivebis ukugeba TandaTan mcirdeba masze moTxovnis Semcirebis gamo (radgan sainvesticio SesaZleblobebi saqarTveloSi dabalia). es situacia naxazze gamosaxulia kapitalis zRvruli mwarmoeblurobis S1 mrudiT. amasTan, konkurenciis gamo, saqarTvelos investorebi Tanaxmani arian KC sididis Semosavlis normaze. ukrainaSi saqarTvelosagan gansxvavebiT, saxsrebis uqonlobisa da masze didi moTxovnis gamo kapitalis zRvruli mwarmoeblurobis S2 mrudi aRmavali saxisaa. e.i. procentis norma Zalian maRalia da raime kapitaldabandebaTa ganxorcieleba SeuZlebelia wertilis marcxniv. xolo am qveyanaSi dabandebuli kapitalidan miRebuli Semosavali K1D sididis tolia. saqarTveloSi Siga investiciebis ganxorcielebis Sedegad miRebuli warmoebis moculoba Seadgens a+b+c+d+e+f segmentebis jams. sadac a+f segmentebis jami warmoadgens kapitalis mflobelebis Semosavals, xolo danarCeni _ warmoebis sxva faqtorebis (miwa da Sroma) mflobelebis Semosavals. ukrainis warmoebis moculoba Seadgens i+j+k segmentebs, sadac j+k aris kapitalis mflobelebis Semosavali, xolo danarCeni warmoadgens warmoebis sxva faqtorebis Semosavals. is rom, KC<K1D niSnavs, rom kapitaldabandebidan miRebuli mogeba saqarTveloSi naklebia vidre ukrainaSi. 146 r r ukraina saqarTvelo i D R c j g F E h b d k e C a K S1 S2 B K A r — saprocento ganakveTi naxazi 1. pirdapiri ucxouri investiciebis ekonomikuri efeqtinoba axla davuSvaT, rom orive qveyanam gaxsna sazRvrebi da saSualeba mieca kapitalis saerTaSoriso gadaadgilebas. vinaidan mogeba orive qveyanaSi gansxvavebulia kapitalis nawili AB gaedineba saqarTvelodan ukrainaSi. ris Sedegad mogeba orive qveyanaSi dabalansdeba BR doneze. erTi mxriv, warmoebis moculoba, saqarTveloSi aseve ucxoeTSi dabandebuli kapitalis saSualebiT Seadgens a+b+c+d+e+f+h segmentebs. amasTan, a+b+c+d produqti iwarmoeba qveynis SigniT arsebuli investiciebis xarjze, xolo h+e+f - ucxouri investiciebis xarjze. kapitalis SedarebiT produqtiulad gamoyenebis Sedegad ukrainaSi misi investirebiT, erToblivi produqti, warmoebuli igive moculobis kapitaliT, aRmoCnda meti h da g segmen147 tiT, xolo kapitalis mflobelebis r-Ti, vidre Tavdapirveli. kapitalis mflobelebis Semosavali izrdeba a+b+c+d+e+f+h-mde. maSin rodesac sxva faqtorebis mflobelebis Semosavali saqarTveloSi mcirdeba c segmentamde. sxva mxriv, saqarTvelodan ukrainaSi kapitalis gadinebam gamoiwvia dabandebul kapitalze momgebianobis Semcireba K1D-dan K1F-mde. Tumca, amave dros Siga da aseve ucxouri investiciebis dabandebis Sedegad ukrainaSi saSinao warmoebis moculoba gaizarda i+j+k —dan i+j+k+g+h+e+f-mde. h+e+f segmentebi aris ucxouri kapitalis saSualebiT Seqmnili produqti, romelic unda mivceT ucxoel investors mogebis saxiT. amgvarad, saSinao warmoebis wminda zrda aris mxolod g segmenti. ukrainaSi dabandebul kapitalze momgebianobis Semcirebis gamo kapitalis mflobelebis Semosavali Semcirda j+k-dan k-qde. xolo sxva faqtorTa mflobelebis Semosavali izrdeba i—dan i+g+j-mde. msoflios TvalTaxedvidan gamomdinare, erTi qveynidan meore qveyanaSi kapitalis gadaadgilebiT msoflio warmoebis moculoba gaizarda [a+b+c+d+e+f]+[k+j+i]-dan [a+b+c+d]+[e+f+g+h+i+j+k]-mde, anu g+h segmentebiT, h ekuTvnis saqarTvelos, kapitalis efeqtiani gamoyenebis gamo, xolo g ekuTvnis ukrainas, romelic warmoiqmneba saqarTvelodan Semodinebuli damatebiTi investirebuli kapitalis Sedegad. amgvarad, kapitalis saerTaSoriso gadaadgilebam gamoiwvia msoflio warmoebis moculobis gadideba warmoebis faqtorebis SedarebiT efeqtiani gadanawilebisa da gamoyenebis Sedegad. amasTan qveyanaSi, romelsac gaaqvs kapitali, kapitalis mflobelTa Semosavali izrdeba, xolo sxva fatorebis mflobelTa Semosavali mcirdeba maSin, rodesac qveyanaSi, romelSic Semodis kapitali kapitalis mflobelTa Semosavali mcirdeba, xolo sxva faqtorebis mflobelTa Semosavali izrdeba. 148 Tu kapitalis Tavisufali saerTaSoriso migracia momgebiania rogorc msofliosaTvis, ise im qveynebisaTvis, romelTaTvisac es Tavisufleba damatebiT SesaZleblobebs iZleva, maSin rogori unda iyos maTi moculoba da struqtura? qveyana-recepientis ekonomikuri zrdis uzrunvelyofaSi ucxouri kapitaldabandebebis rolis Sefasebis problemas xangrZlivi istoria aqvs. erT-erTi adreuli midgoma aris v. leontievis klasikuri diferencialuri modeli, romlis mixedviTac sabaziso wlis faqtobrivi mdgomareobis miuxedavad, `gardatexis wertili” ekonomikuri ganviTarebis tempis mimarT manamade ar miiRweva, sanam mimReb qveyanaSi ucxouri investiciebis saSualo wliuri zrdis tempi ar iqneba mSp-is 5%, xolo momdevno wlebSi, intensiurad unda xdebodes misi moculobis gadideba. Tumca, mniSvnelovania is faqtic, rom ganviTarebadi ekonomikis qveynebi TvalsaCinod axdenen im WeSmaritebis demonstrirebas, rom gadamwyvetia ara imdenad importirebuli kapitalis moculoba, ramdenadac misi struqtura, pui-s ganawileba seqtorebisa da dargebis mixedviT. ra faqtorebiT ganisazRvreba pui-is pozitiur zemoqmedeba mimRebi qveynis ekonomikaze? SesaZlebelia Tu ara pui-is zrdiT uzrunvelvyoT danazogebisa da kapitaldabandebebis formireba da safuZveli SevuqmnaT momaval grZelvadian ekonomikur zrdas? saerTaSoriso statistikaSi sakmarisi monacemebi aris dagrovli, raTa dawvrilebiT gavaanalizoT ucxour kapitalze dafuZnebuli warmoebis roli da gamovavlinoT am sferoSi formirebuli kanonzomierebani da tendenciebi. Tu ucxour seqtorSi dasaqmebulTa moculobas aRvniSnavT _ L da maT mier gamoSvebuli produqciis moculobas _ Q, SegviZlia gamovTvaloT misi SefardebiTi mwarmoebluroba, e.i. ucxouri seqtoris Sro149 mis mwarmoeblurobis Tanafardoba mwarmoeblurobasTan saSualod qveynebis mixedviT, e.i. Pf =(Q/L) 100%. analogiurad SegviZlia gamovTvaloT erovnuli seqtoris SefardebiTi Sromis mwarmoebluroba: Pd = [(1– Q) ⁄ (1– L)]100%. Tu SevufardebT miRebul cifrebs erTmaneTs, miviRebT SefardebiTi garRvevis koeficientebs ucxouri da erovnuli seqtoris Sromis mwarmoeblurobaSi: P= (Q ⁄ L) ⁄ [(1– Q) ⁄ (1 – L)]100%.20 gamoTvlebis Sedegad, miRebuli monacemebis safuZvelze (ix. cxrili 5) SeiZleba movaxdinoT Semdegis interpretacia: Sromis mwarmoeblurobis mixedviT ucxouri sawarmoebi daaxloebiT orjer ufro efeqtiania samamulosTan SedarebiT. rac ganpirobebulia maTi teqnologiuri liderobiT. isini, Cveulebriv, ekuTvnian msxvil, yvelaze ganviTarebul da SedarebiT konkurentunarian kompaniebs, romlebic damoukideblad ewevian samecniero-kvleviT da sacdel-sakonstruqtoro samuSaoebs da iyeneben mis Sedegebs warmoebis yvela stadiaze: gasaRebis bazris organizaciisa da sxvadasxva qveyanaSi sawarmoo simZlavreebis ganTavsebamde. gasagebia, rom Tanamedrove ekonomikaSi ZiriTad mwarmoeblebad gamodian globalurad moqmedi firmebi, romlebic eZeben mimwodeblebs da bazarze SeRwevis SesaZleblobas. mimRebma qveynebma, romlebmac SeZles tnk-is mozidva, ganicdian axali teqnologiebis zemoqmedebas, romelTa roli fasdaudebelia maTi industriuli bazis ganviTarebaSi. adgilobrivma kompaniebma, romlebmac kavSiri daamyares tnk-ebTan, iTviseben maT nou-haus da swavloben saerTaSoriso bazrebze mkacri konkurenciis pirobebSi saqmis warmoebas, rac sabolood iwvevs mwarmoeblurobis zrdas, romelic uzrunvelyofs resursebis efeqtian gamoyenebas da mosaxleobis erT sulze maRal Semosavals. 20 Балацктий Е., Павличенко Р., Иностранный сектор в экономике Росcии. Журн. МЭ и МО, 2001. №6. стр. 44. 150 tnk-is inovaciuri saqmianobis mniSvnelovani nawili xorcieldeba Siga firmaTaSoris safuZvelze. es ganpirobebulia sxvadasxva mizeziT: pirvel rigSi, samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebi dakavSirebulia msxvil aunazRaurebel danaxarjebTan da, maSasadame, maTi ukugebisaTvis saWiroa msxvili bazrebi. amgvarad, samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebi koncentrirebulia msxvil firmebSi, iseT sferoebSi, rogoricaa bioteqnologia, aseve strategiul kavSirebsa da msxvili firmebis aliansebSi. sakuTari korporaciuli teqnologiebi ikaveben TvalsaCino adgils aramaterialur aqtivebs Soris, romelic firmebs ubiZgebs sazRvargareT ganaxorcielon investiciebi kapitalSi monawileobiT an maT gareSe (magaliTad, licenzireba, frenSaizingi). amave dros, transnacionaluroba afarToebs bazars, romelSic firmas SeuZlia gamoiyenos teqnologiuri aqtivebi da Seqmnas Zlieri stimuli samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebis ganxorcielebisaTvis. idea warmoadgens `arakonkurirebad saqonels~, praqtikulad warmoebis nulovani zRvruli danaxarjebiT, romelic uzrunvelyofs monopoliur rentas da maSasadame, stimuls maTi generirebisaTvis, rac mWidrod dakavSirebulia bazris sididesTan, romelSic unda moxdes maTi realizacia. aseT pirobebSi pirdapir ucxour investiciebs SeuZlia Seitanos mniSvnelovani wvlili teqnologiebis gadacemasa da maT efeqtian gamoyenebaSi. ufro konkretulad, pui-s, mimRebi qveynis teqnologiuri procesi SeuZlia uzrunvelyos sami mimarTulebiT: 151 ucxouri da erovnuli seqtoris ZiriTadi ekonomikuri parametrebi21 Sromis SefardebiTi mwarmoebluroba ekonomikis ucxour seqtorSi Sromis SefardebiTi mwarmoebluroba ekonomikis erovnul seqtorSi Sromis mwarmoeblurobis Tanafardoba ekonomikis ucxour da erovnul seqtorSi 15.2 19.1 7.0 10.8 16.8 16.9 13.7 18.2 1..2 38.6 46.5 8.2 15.5 20.1 17.3 18..0 23.6 2.5 253.9 243.5 117.1 143.5 119.6 102.4 131.4 129.7 208.3 72.4 66.1 98.7 94.7 96.0 99.5 95.0 93.4 98.7 3.51 3.68 1.19 1.52 1.25 1.03 1.38 1.70 1.21 honkongi 1985 1994 1985 1994 1986 1990 10.2 16.0 29.8 43.7 1.5 3.2 20.1 16.0 29.8 43.7 1.5 3.2 197.1 223.1 114.1 120.4 453.3 262.5 89.0 76.5 94.0 84.2 94.6 94.6 2.21 2.91. 1.21 1.43 4.79 2.77 1980 .52.0 52.0 129.6 67.9 1.99 ganviTarebuli qveynebi holandia malaiazia TurqeTi singapuri ucxour seqtorSi dasaqmebulTa wili 1985 1994 aSS 1985 1996 safrangeTi 1987 1992 didi britaneTi 1985 1992 iaponia 1995 ganviTarebadi qveynebi weli ucxouri seqtoris gamoSvebis wili gamoSvebis saerTo moculobaSi cxrili 1 1. axali teqnologiebis danergva, romelic mocemul etapamde ar iyo gamoyenebuli erovnul ekonomikaSi da, maSasadame, aqvs SesaZlebloba axali saqonlis warmoebisa da moxmarebisaTvis Seqmnas pirobebi; 21 World Investment Report 1999. Foreign Direct Investment and Challenge of Development. N.Y. 1999. pp. 406-409. 152 2. teqnologiuri komponentebi, axali Cvevebis formireba an ganviTareba, romelic aucilebelia mocemuli teqnologiebis gamoyenebisaTvis; 3. axali ideebi, romelzec damokidebulia samamulo inovaciuri saqmianoba, axali ideebis gamoCena afarToebs da astimulirebs inovaciur saqmianobas erovnul doneze. yvela es Tezisi sakmaod damajerebelia da maT WeSmaritebaSi TiTqmis eWvi aravis ar epareba. Tumca saxelmwifo regulirebis politikis SemuSavebisas, didi mniSvneloba eniWeba warmoebaSi mimdinare difuziuri procesebis masStabisa da siCqaris gansazRvras. teqnologiebis gadatana industriulad ganviTarebuli qveynebidan da misi adaptacia SeiZleba ganviTarebis sawyisi etapis interesebs pasuxobdes, magram ganviTarebis ufro maRal etapze, simZimis centrma unda gadainacvlos erovnul sakvlev-sakonstruqtoro bazaze, rac samecniero-teqnikuri progresis aqtiur fazaze gadasvlis aucilebeli winapirobaa, miT umetes, rom aucilebeli ar aris inovaciuri proeqtebi Seiqmnas sabaziso qveyanaSi, rogorc es iyo adre, rodesac isini iqmneboda ZiriTad kompaniebSi da Semdgom gadaecemoda sazRvargareTul filialebs. kvleviTi centrebi tnk-is mier iqmneba mraval qveyanaSi, sadac amisaTvis akvalificiuri kadrebi da aucilebeli winapirobaa. ucxour resursebTan erTad, ucxouri kompaniebi aqtiurad iyeneben mimRebi qveynis SromiT resursebs. saqarTveloSi, sadac arasruli dasaqmeba da maRali umuSevrobis done qronikuli problemaa, umuSevrobis daZlevis mcdeloba iseTi meqanizmebiT, rogoricaa saxelmwifo seqtorSi samuSao adgilebis Seqmna, iSviaTad aRmoCndeba Sedegiani. pui ki, qmnis samuSao adgilebs da aqvs SesaZlebloba konstruqciuli wvlili Seitanos sakadro resursebis ganviTarebaSi, adgilobrivi personalis gadamzadebasa da profesiuli codnis gadacemis saSualebiT, romelic ar arsebobs, an aris deficiti mimReb ganviTarebad qveyanaSi. 153 gansakuTrebul mniSvnelovania ucxouri seqtoris sagareo ekonomikur aqtiuroba. ucxour investiciebs Tan axlavs mimRebi qveynidan, mezobeli qveynebis bazarze an Tavad im qveynis bazarze, sadac mdebareobs tnk-is mTavari ofisi, eqsportis zrda. eqsporti uzrunvelyofs mtkice valutas, rac sasicocxlod mniSvnelovania mdgradi ekonomikuri ganviTarebisaTvis. mtkice valuta aucilebelia sagareo valebis dafarvisaTvis, importuli saqonlis Sesyidvisa da Siga investirebis dafinansebisaTvis. ra Tqma unda, eqsportidan miRebuli ucxouri valutis gamoyenebis survili am qveynebs aiZulebs Seamciros savaWro SezRudvebi, rac ganapirobebs maT integracias msoflio ekonomikaSi. aranakleb mniSvnelovania is, rom ucxouri investiciebi exmareba qveynebs gaafarToon TavianTi eqsportis nomeklatura. axali saeqsporto produqciis xarisxobrivi zrda, romelsac ewodeba aratradiciuli eqsportis produqcia, gansakuTrebiT mniSvnelovania ganviTarebadi qveynebisaTvis, romlebic tradiciulad axdenen nedleulis eqsportirebas. saeqsporto produqciis nomeklaturis gafarToeba zrdis qveynis daculobas, sanedleulo saqonelze fasebis dacemis damangreveli zemoqmedebisagan. rogorc cxrilidan 1 Cans, ,,eqsportevadi~ ucxouri seqtori yvela qveynis ekonomikaSi gansakuTrebulad maRalia. samuSao Zalis SedarebiT mokrZalebuli masStabiT Cabmisas. sawarmoebi, ucxouri kapitalis monawileobiT, uzrunvelyofen erToblivi erovnuli eqsportis mniSvnelovan wils. 5.5. pirdapiri ucxouri investiciebisa da saerTaSoriso vaWrobis urTierTkavSiri pui-s tradiciulad ganixilaven, rogorc vaWrobis Semcvlels, an mis alternativas. Sesabamisad, aqtualuria sakiTxi, pui-sa da vaWrobas Soris urTierTkavSiris 154 Sesaxeb. cxadia, rom pui da saerTaSoriso vaWroba udides gavlenas axdenen ekonomikis mdgomareobaze, ganviTarebasa da zrdaze. ueWvelia, maTi ganuwyveteli urTierTkavSiri, rac vlindeba ramdenime aspeqtiT. 1. sagareo vaWrobis rols, rogorc ekonomikuri zrdis faqtors, yovelTvis aRiarebdnen, rac gamoixateboda ama Tu im sagareo savaWro politikis gatarebaSi. pui, romelic aris sagareo bazrebze saqonlis da momsaxurebis ZiriTadi instrumenti da saerTaSoriso warmoebis sistemis RerZi, zemoqmedebas axdens msoflio vaWrobis masStabebze, struqturasa da mimarTulebaze. 2. ekonomikuri ganviTarebis procesebze pui-is pozitiur rols sul ufro meti qveyana aRiarebs, rac gamoixateba pui-is mimarT maT mier gatarebuli politikiT, amasTan, pui-is struqturaze, masStabebsa da mimarTulebaze moqmedebs sagareo vaWroba da sagareo savaWro politika; 3. ekonomikur ganviTarebaSi sagareo vaWrobisa da ucxouri investiciebis rolis maqsimizebisaTvis, aucilebelia uzrunvelvyoT maTi sinergia, e.i. gamoviyenoT isini, rogorc erTi mTliani. calke aRebuli saqonlis mixedviT, pui-sa da vaWrobas Soris urTierTkavSiri gamovlindeba internacionalizaciis mudmiv da Tanmimdevrul procesSi, Tumca impulsi SeiZleba momdinareobdes, rogorc pui-idan vaWrobisaken, aseve piriqiT. samrewvelo sawarmoebis sferoSi firmebi Cveulebriv iwyeben warmoebasa da realizacias Siga bazarze. internacionalizaciisaken gadadgmuli pirveli nabiji ki aris saqonlis eqsporti, sazRvargareT gamsaRebeli filialebis gaxsna, licenzireba da ucxoel partniorebTan saxelSekrulebo urTierTobebis sxvadasxva forma. Semdeg etapze ki SesaZlebelia pui-s sazRvargareT ganTavseba. es ganpirobebulia imiT, rom vaWroba dakavSirebulia SedarebiT nakleb riskTan, vidre pui-is ganTavseba. sazRvargareTuli bazrebis konsoli155 daciasTan erTad, pui-s ganxorcieleba SesaZlebelia sasurveli varianti iyos. Tavdapirvelad damxmare sferoebSi (savaWro momsaxureba, Senaxva, remonti, gayidvebis Semdgomi momsaxureba), Semdeg ki xdeba produqciis warmoebis srulmasStabiani gafarToeba. amgvarad, tnk-is pui-s bazarze SeRwevis strategia viTardeba vaWrobidan (eqsport-importi) pui-mde (ix. nax. 2) da iZens Semdeg formebs: ucxouri filialebis gamoyeneba, investireba nulidan, strategiuli aliansebis damyareba, STanTqma da Serwyma da erToblivi sawarmoebis Seqmna. transnacionalurobis Tanmimdevruli ganviTarebis gaTvaliswinebiT, Cveulebriv iTvleba, rom pui am sferoSi aris sagareo vaWrobis pirdapiri Semcvleli. am mosazrebis sasargeblod, damatebiT arguments iZleva ,,produqciis sasicocxlo ciklis Teoria~, romlis Tanaxmad pui xorcieldeba mxolod maSin, rodesac tradiciul sasaqonlo eqsports mwarmoebeli firmasaTvis ar moaqvs sakmarisi mogeba, xolo am mdgomareobidan gamosavali SeiZleba iyos sazRvargareT warmoebis organizacia. es aris tnk-is Camoyalibebis SedarebiT tipuri magaliTi, rodesac dominirebad faqtorad gamodis gasaRebis bazris povna. SesaZlebelia sxva SemTxvevis arsebobac, roca firmebi sazRvargareTis qveynebSi eZeben SedarebiT iaf ekonomikur resursebs, kerZod samuSao Zalas, danaxarjebis Semcirebis da efeqtianobis gazrdisaTvis. Sesabamisad, maTi transnacionalizaciis sawyisi wertili SeiZleba iyos investiciebis ganxorcieleba sxva qveynebSi, rac SemdgomSi axdens savaWro nakadebis formirebas. eqsportze orientirebuli investiciebis ganTavsebis SemTxvevaSi, roca savaWro da sainvesticio barierebi moxsnilia, amgvar kapitaldabandebaTa mniSvneloba ufro da ufro izrdeba im investiciebTan SedarebiT, rac emsaxureba mimRebi qveynis Siga bazrebs. swored, rom msgavsi qmedebebi zrdis vaWrobaze pui-is pozitiuri zemoqmedebis albaTobas. farTo masStabiT integrirebuli saerTa156 Soriso warmoebis gafarToebasTan erTad, savaWro da sainvesticio saqmianoba ufro mWidrod ixlarTeba erTmaneTSi da mniSvnelovanwilad ganisazRvreba im firmebis gadawyvetilebiT, romlebic warmoebis ganTavsebisas iTvaliswineben ekonomikur-geografiul upiratesobebs. ganviTarebad qveynebSi, tnk-is SeRwevis miznebidan gamomdinare, mTlianobaSi SeiZleba gamovyoT pui-is sxvadasxva tipi: 1. bunebriv resursebze orientirebuli investiciebi; 2. bazris aTvisebaze orientirebuli investiciebi; 3. efeqtianobis amaRlebaze orientirebuli investiciebi; 4. strategiul aqtivebze orientirebuli investiciebi. naxazi 2 tnk-is internacionalizaciis stadiebi 157 sakontrolo kiTxvebi: 1. gansazRvreT kapitalis saerTSoriso moZraobis formebi; 2. axseniT pui-isa da portfelur investiciebs Soris gansxvaveba; 3. moiyvaneT tnk-is ganmarteba; 4. CamoayalibeT tnk-ebis sagareo bazrebze SeRwevis formebi; 5. ra Teoriebis safuZvelze SesaZlebelia avxsnaT puiis ganxorcieleba; 6. moiyvaneT pui-is ekonomikuri efeqtianobis grafikuli ilustracia; 7. CamoTvaleT faqtorebi, romelic xsnis pui-is dadebiT gavlenas mimRebi qveynis ekonomikaze; 8. axseniT pui-sa da saerTaSoriso vaWrobis urTierTkavSiri. literatura: 1. Гриффин Р., Пастей М., Международный бизнес. 4-е изд. / Пер. с англ. под ред. А. Г. Медведева. – СПб.: Питер, 2006. – 1088 с; 2. Мировая экономика и международный бизнес, учебник: кол. авторов ; под общ. ред. д-ра экон. наук, проф. В.В. Полякова и д-ра экон. наук, проф. Р.К. Щенина. – 5-е изд., стер. – М. : КНОРУС, 2008. – 688 с; 3. Alan M. Rugman, Thomas L. Brewer. The Oxford Handbook of International Business; 4. B. Cullen, K. Praveen, Parboteeah. International business: strategy and the multinational company; 5. TNC&Export Competitivness. World Investment Report. United Nations Conference on Trade and Development. Geneva. 2002; 158 6. World Investment Report 1999. Foreign Direct Investment and Challenge of Development. N.Y. 1999. pp. 406-409; 7. FDI from Developing and Transition Economies: Implications for Development. United Nations Conference on Trade and Development. Geneva. 2006. 159 Tavi VI saerTaSoriso ekonomikuri TanamSromloba da saerTaSoriso biznesi Sesaswavli sakiTxebi: 1. saerTaSoriso organizaciebis tipologia; 2. garTianebuli erebis organizacia (gaero); 3. ekonomikuri TanamSromlobisa da ganviTarebis organizacia; 4. vaWrobis msoflio organizacia; 5. didi rviani; 6. navTobis eqsportiori qveynebis organizacia; 7. integraciuli dajgufebebi evropaSi; 8. ekonomikuri integraciuli gaerTianebebi amerikaSi; 9. ekonomikuri entegraciuli gaerTianebebi aziaSi; 10. ekonomikuri integraciuli gaerTianebebis Camoyalibebis perspeqtivebi afrikaSi. 6.1. saerTaSoriso organizaciebis tipologia nebismieri qveynis mTavroba pasuxismgebelia erovnuli politikuri, ekonomikuri, samarTlebrivi, monetaruli da sxva garemos stabilizaciaze, rac gavlenas axdens adgilobriv biznesze. Tumca, rodesac biznesi kveTs sazRvrebs da saerTaSoriso biznesis saxes iRebs, masac garkveulwilad sWirdeba stabiluri garemo da prognozirebadoba. am saWiroebebis uzrunvelsayofad saxelmwifoTaSorisi TanamSromlobis SeTanxmebebis safuZvelze mravalferovani saerTaSoriso politikuri, ekonomikuri da samxedro institutebi Camoyalibda. saerTaSoriso organizaciebis Sesaxeb codna aucilebelia ramdenime mizezis gamo: pirveli, isini mowodebulni arian, izrunon erebs Soris mSvidobisa da stabiluri urTierTobebis 160 uzrunvelyofaze, rac saerTaSoriso biznesis ganviTarebis mTavari pirobaa; meore, isini floben Rirebul informacias bazris pirobebis, demografiis, resursebis, qveynebs Soris vaWrobis Sesaxeb; mesame, maT SeuZliaT maregulirebeli funqciebis Sesruleba. sakiTxis sirTule rom warmovidginoT, SegviZlia moviyvanoT aSS-is da CineTis magaliTi, romelTac sruliad gansxvavebuli politikuri wyoba da Rirebulebebi aqvT, magram TanamSromloben mravali saerTaSoriso organizaciis farglebSi. saerTaSoriso organizaciebi sainteresoa SemoTavazebuli sakariero SesaZleblobebiTac. saerTaSoriso organizacebis nawili orientirebulia politikur sakiTxebze (magaliTad, gaero, NATO), meore nawili ki ekonomikuri TanamSromlobis problemebze muSaobs (WTO, NAFTA, OPEC da sxva), Tumca zogi (magaliTad, evrokavSiri) orive mimarTulebiT saqmianobs. saerTaSoriso organizacia saerTaSoriso TanamSromlobis organizaciul formas warmoadgens. saerTaSoriso organizaciebis sistema 4000-ze meti saerTaSoriso organizaciisgan Sedgeba, romelTgan 300 mTavrobaTaSorisi organizaciaa. saerTaSoriso organizaciebis farglebSi saqmianobis koordinaciis mizniT iqmneba erToblivi organoebi, sakoordinacio komitetebi da sxva. saerTaSoriso organizaciaSi sxvadasxva qveynebis warmomdgenlebi erTianebian. am sistemis centrSi gaerTianebuli erebis organizacia (gaero) moiazreba. saerTaSoriso organizaciebis klasifikacia damokidebulia sxvadasxva kriteriumze: • iuridiuli Sinaarsis mixedviT saerTaSoriso organizacia aris saxelmwifoTaSorisi (mTavrobaTaSorisi) da arasamTavrobo. saerTaSoriso mTavrobaTaSorisi organizacia saxelmwifoTa gaerTianebaa, romelic Camoyalibebulia xelSekrulebis safuZvelze erTiani miznis misaRwevad. misi dama161 xasiaTebeli niSnebia: gansazRvruli miznis, dafuZnebis dokumentis da mudmivi wevrebis arseboba. isini moqmedeben wevri-qveynebis interesebis gaTvaliswinebiT, maTi suverenitetis dacviT da gvevlinebian saerTaSoriso samarTlis subieqtebad. arasamTavrobo saerTaSoriso organizacia iqmneba fizikuri an iuridiuli pirebis gaerTianebis safuZvelze, romlebic erTiandebian asociaciebis, federaciebis saxiT wevrebis konkretuli miznebis misaRwevad; • geografiuli niSnis mixedviT arsebobs universaluri da regionuli saerTaSoriso organizaciebi; • kompetenciis mixedviT saerTaSoriso organizaciebi aris zogadi da specialuri. zogadi kompetenciis organizaciebis saqmianoba moicavs wevrqveynebs Soris urTierTobebis yvela sferos, xolo specialuri kompetenciis organizaciaSi xorcieleba TanamSromloba erT sferoSi; • uflebebis ganvrcobis mixedviT arsebobs saerTaSoriso da zeerovnuli organizaciebi. pirvel jgufSi yvela saerTaSoriso organizacia moiazreba, xolo meoreSi integraciis ganxorcielebis Sedegad warmoSobili organizaciebi. maTi gadawyvetilebebi vrceldeba regionis wevr iuridiul da fizikur pirebze; • gawevrianebis pirobebis mixedviT saerTaSoriso organizaciebi aris Ria da daxuruli. Ria saerTaSoriso organizaciaSi gawevrianeba Tavisufalia, daxurulSi ki miReba warmoebs pirveli damfuZneblebis mowvevis safuZvelze. saerTaSoriso organizaciebis Camoyalibeba emyareba saxelmwifoTa SeTanxmebul nebayoflobas, romelic fiqsirdeba saerTaSoriso SeTanxmebaSi, an ukve arsebuli saerTaSoriso organizaciis gadawyvetilebaSi. 162 saerTaSoriso biznesis mravalmxrivi regulirebis aucilebloba II msoflio omis Semdgom periodSi ganpirobebuli iyo Semdegi garemoebebiT: - msoflio ekonomikis globalizaciiT; - sainvesticio nakadebis zrdiT da tnk-ebis saqmianobis gaZlierebiT; - saqonlisa da momsaxurebis nakadebis zrdiT; - erovnuli kanonmdeblobebis SeuTavseblobiT; - savaluto-safinanso stabilurobis aucileblobiT; - dargTaSorisi ekonomikuri TanamSromlobis koordinaciiT; - qveynebs Soris socialur-ekonomikuri ganviTarebis gansxvavebuli doneebis arsebobiT. Tanamedrove pirobebSi msoflio ekonomika gvevlineba erTian organizmad, samecniero-teqnikurma revoluciam zogierTi erovnuli da regionuli problema globalur problemad gadaaqcia, Seicvala ekonomikuri agentebis Semadgenloba, razec gansakuTrebuli gavlena iqonies umsxvilesma tnk-ebma. tnk-ebis ganviTarebas xeli Seuwyo pui-is nakadebis gaZlierebam, rac internacionalizaciis Sedegia. saerTaSoriso savaluto-safinanso urTierToebebis ganviTarebam msoflio safinanso bazari gadaaqcia centralur struqturad, romelic gansazRvravs ara marto qveynebis, aramed regionebis ekonomikur da finansur mdgomareobas. saerTaSoriso da regionul doneebze dafinansebis sistemis ganviTarebam ganapiroba saerTaSoriso davalianebis zrda. ekonomikisa da biznesis mdgradi ganviTarebis problemam gaaqtiura bunebaTsargeblobis sakiTxebi, rac saerTaSoriso da regionuli ekonomikuri organizaciebis saqmianobis mTavar mimarTulebad iqca. transportisa da kavSiris, satelekomunikacio da sainformacio saSualebebis ganviTarebam ganapiroba sa163 xelmwifoTa urTierTdamokidebulebis zrda, saerTaSoriso biznesis ganviTareba, sagareo komerciuli operaciebis, saerTaSoriso angariSsworebis da tvirTebis saerTaSoriso gadazidvis zrda. CamoTvlili procesebis regulireba ki, Tavis mxriv, moiTxovs saerTaSoriso organizaciebis mxridan damatebiT Zalisxmevas. Tanamedrove etapze saerTaSoriso ekonomikuri regulirebis ZiriTadi amocanebia: • msoflio ekonomikis da savaluto-safinanso sferos stabiluri ganviTarebis uzrunvelyofa; • qveynebs Soris sxvadasxva formiT ekonomikuri TanamSromlobis ganviTareba; • qveynebs da dajgufebebs Soris savaWro-ekonomikur urTierTobebSi diskriminaciis aRmofxvra; • kerZo mewarmeobis ganviTarebaze zemoqmedeba; • msoflio bazris da konkretuli qveynis krizisidan Tavis daRweva; • saxelmwifoTa makroekonomikuri politikis SeTanxmeba da koordinacia, rac ganpirobebulia regionuli ekonomikuri integraciis obieqturi tendenciiT. ganvixiloT ZiriTadi saerTaSoriso ekonomikuri organizaciebis saqmianobis mimarTulebebi22: 6.2. gaerTianebuli erebis organizacia (gaero) gaero dafuZnda 1945 wels san-franciskos konferenciaze. misi Stab-bina niu-iorkSi mdebareobs. gaeros wesdeba mniSvnelovania rogorc konstituciuri doku22 SeniSvna:saerTaSoriso safinanso organizaciebis Sesaxeb ix. Tavi V (saerTaSoriso biznesis finansuri garemo). 164 menti, romelic aregulirebs saerTaSoriso organizaciis saqmianobas, aseve, warmoadgens saxelmwifoTa koleqtiuri usafrTxoebis fundaments samxedro, ekonomikur, ekologiur, politikur, humanitarul da sxva sferoebSi. amJamad gaeros wevria 191 qveyana. gaeros oficialuri miznebia: • mSvidobisa da usafrTxoebis mxardaWera saerTaSoriso doneze koleqtiuri Zalebis gamoyenebiT da konfliqtebis mSvidobiani gadawyvetis gziT; • qveynebs Soris megobruli urTierTobebis ganviTareba erebis Tanasworobis da TviTgamorkvevis principis safuZvelze; • saerTaSoriso TanamSromlobis ganxorcieleba saerTaSoriso ekonomikuri, socialuri, kulturuli da humanitaruli xasiaTis problemebis gadasawyvetad adamianTa uflebebis da Tavisuflebis dacvis pativiscemis safuZvelze. gaeros principebia: - misi wevrebis suverenuli Tanasworoba; - wesdebis mixedviT nakisri valdebulebebis keTilsindisierad Sesruleba; - mSvidobiani saSualebebiT saerTaSoriso davebis gadawyveta; - saxelmwifoTa mier Zalismieri meTodebis gamoyenebisgan TavSekaveba; - aRniSnuli principebis Sesabamisad organizaciis wevrebisTvis daxmarebis gaweva. gaeros sistema Sedgeba mTavari, damxmare, specializebuli organizaciebisagan, aseve, gaeros sistemaSi Semavali avtonomiuri dawesebulebebisagan. gaeros mTavari organoebia: generaluri asamblea(ga); uSiSroebis sabWo(us); ekonomikuri da socialuri sabWo(ess); saerTaSoriso sasamarTlo; opekis sabWo da samdivno. damxmare organoebi wesdebis Sesabamisad fuZndeba. gaeros sistema moicavs programebs, sab165 Woebs da komisiebs, romelTac dakisrebuli funqciebi aqvT. gaeros wesdebis mixedviT, organizaciis saqmianobis erT-erTi mTavari sferoa saerTaSoriso ekonomikuri xasiaTis problemebis gadawyveta mravalmxrivi TanamSromlobis farglebSi. am problemaTa ricxvSia: -Tanamedroveobis globaluri ekonomikuri problemebi; -ganviTarebis miznisTvis mxardaWera; -ganviTarebadi da gardamavali ekonomikis qveynebis ekonomikuri ganviTarebaze zemoqmedeba; -garemos dacvis problemebi; -gansakuTrebul situaciebSi humanitaruli daxmarebis gaweva. globalur ekonomikur problemebSi Sedis makroekonomikuri, mosaxleobis, statistikis, mecnierebisa da teqnikis, saxelmwifo marTvisa da finansebis problemebi. msoflio sazogadoebriobis mier prioritetul mimarTulebad damkvidrda mdgradi ganviTarebis miRwevis sakiTxi, maT Soris ekonomikuri, garemosdacviTi da socialuri mimarTulebebiT. gaeros mier yovelwliurad 4-5 mlrd aSS dolari ixarjeba uRaribesi qveynebis daxmarebis programebze. mimdinareobs muSaoba gardamavali qveynebis ekonomikuri ganviTarebis mxardasaWerad. generaluri asamblea23 (General Assembly-GA) gaeros mTavari organoa. masSi Sedian gaeros yvela wevri qveynis warmomadgenlebi. generaluri asamblea valdebulia ganixilos gaeros wesdebis mixedviT am sistemaSi Semavali organizaciebis ufleba-movaleobebis sakiTxebi. misi gadawyvetilebebis Sesruleba iuridiulad savaldebulo ar aris, Tumca mniSvnelovan rols asrulebs, radgan gamoxatavs msoflio sazogadoebriobis azrs. GA gansaz23 ix. http://www.un.org 166 Rvravs gaeros politikas, programas, amtkicebs biujets, iwvevs da atarebs konferenciebs, axorcielebs sxvadasxva RonisZiebebs. gaeros wesdebis mixedviT, ga axorcielebs kvlevebis organizebas da rekomendaciebs waradgens saerTaSoriso TanamSromlobaze zemoqmedebis mizniT. GA mniSvnelovan rols asrulebs saerTaSoriso dokumentebis SemuSavebaSi. Tavdapirvelad miiReba deklaracia sakiTxTan dakavSirebiT, Semdeg, deklarciis safuZvelze SemuSavdeba saerTaSoriso SeTanxmebebi da konvenciebi. GA -is mier dRemde miRebulia 10 000 rezolucia saerTaSoriso samarTlis sferoSi. GA -is stuqturaSi ekonomikur sakiTxebze muSaobs ekonomikuri da safinanso sakiTxebis komiteti (Economic and Financial Committee), gaeros komisia saerTaSoriso savaWro samarTlis sakiTxebze (UN Commission on International Trade Low), saerTaSoriso samarTlis komisia (International Low Commission), sainvesticio komiteti (Investment Committee). ekonomikuri da socialuri sabWo (Economic and Social Council-ESC) gaeros erT-erTi mTavari organoa. GA -sTan erTad igi pauxismgebelia gaeros funqciebis Sesrulebaze, romelic saerTaSoriso ekonomikuri TanamSromlobis sakiTxebsac moicavs. ESC-Si gaeroს 54 wevria, romelTac generaluri asamblea irCevs. maT Soris _ 11 aziis, 6 aRmosavleT evropis, 10 laTinuri amerikis da karibis zRvis auzis, 13 dasavleT evropis qveynebidan da aSS-dan. ESC ar aris mudmivmoqmedi organo. igi sesias marTavs weliwadSi orjer. ESC koordinacias uwevs gaeros sistemis ekonomikur da socialur specializebul organizaciebs da amave sistemis sxva institutebis saqmianobas. mis mier miRebul gadawyvetilebebs sarekomendacio xasiaTi aqvs. 167 ESC -is funqciebia: • saerTaSoriso ekonomikur da socialur, kulturis, ganaTlebis da jandacvis sferoebSi kvlevebis Catareba da angariSebis momzadeba; • GA-s mier SemuSavebuli erTiani ekonomikuri da socialuri strategiis da politikis ganxorcielebis Sefaseba da kontroli; • gaeros konferenciebze momzadebuli da GA/ESC-s mier damtkicebuli direqtiuli gadawyvetilebebis operatiuli ganxorcieleba; • gaeros sistemis ekonomikur da socialur sferoebSi moqmedi organizaciebis koordinacia; • gaeros sistemis farglebSi operatiuli saqmianobis sferoSi mravalmxrivi politikis gatareba. ESC-is sistemaSi Seqmnilia komisiebi, komitetebi da specialuri jgufebi, romlebic muSaoben socialuri ganviTarebis, mecnierebisa da teqnikis, mdgradi ganviTarebis mxardaWeris, statistikis da tek-bis sakiTxebze. aseTi struqturebia: dabegvris sakiTxebze saerTaSoriso TanamSromlobis eqspertTa specializebuli jgufi; saSiSi tvirTebis transportirebis komiteti; ekonomikuri, socialuri da kulturis samarTlis komiteti; erovnuli resursebis komiteti; ganviTarebis mizniT axali da energiis aRdgenadi wyaroebiT sargeblobis komiteti; saxelmwifo mmarTvelobis da finansebis eqspertTa Sexvedra. ESC—is farglebSi Seqmnilia tek-ebis komisia, romelic xels uwyobs tek-ebs Soris efeqtiani saerTaSoriso xelSekrulebebis gaformebas. uSiSroebis sabWo gaeros politikis ZiriTadi ganmsazRvreli organoa, romelic 15 wevrisgan Sedgeba. aqedan 10 ucvleli wevri airCeva ori wlis vadiT, 5 cvalebadi wevridan TiTo afrikis, aziis, aRmosavleT evropis da ori laTinuri amerikis qveynebidanaa. uSiSroebis sabWos mSvidobismyofelebi ganTavsebulni arian msoflios mra168 val konfliqtur regionSi (sudani, liberia, haiti, pakistani, kviprosi da a.S.). uSiSroebis sabWos dakisrebuli aqvs mTavari pasuxismgebloba saerTaSoriso mSvidobisa da usafrTxoebis SenarCunebaze. samdivno axorcielebs organizaciis yoveldRiur saqmianobas da misi proeqtebis administrirebas. samdivnos xelmZRvanelobs generaluri mdivani. msoflios 170 qveynis 8 600 adamiani dasaqmebulia gaeros samdivnos StatSi. mTlianad gaeroSi da masTan dakavSirebul organizaciebSi 52 000 adamiani muSaobs. gaero did saerTaSoriso samuSaos asrulebs mTel msoflioSi biznesgarigebebis xelSewyobisTvis. amis naTel magaliTs warmoadgens saerTaSoriso satelekomunikacio kavSiri, romelic exmareba mTavrobebs da kerZo seqtors globaluri satelekomunikacio qselebis momsaxurebis uzrunvelyofaSi. 6.3. ekonomikuri TanamSromlobisa da ganviTarebis organizacia24 (Organization for Economic Cooperation and Development – OECD) Seiqmna 1961 wels wevri saxelmwifoebis mier misi dafuZnebis konvenciis ratifikaciis safuZvelze. mas xSirad ,,mdidarTa klubs~ uwodeben. igi gvevlineba 1948 wels Seqmnili evropis ekonomikuri TanamSromlobis organizaciis samarTalmemkvidred. misi wevria 30 industriulad ganviTarebuli qveyana. mis muSaobaSi monawileoben evrokomisia, evropis Tavisufali vaWrobis asociacia, evratomi da qvanaxSirisa da foladis evropuli gaerTianeba. OECD—is oficialuri miznebia: 24 ix. http://www.oecd.org 169 • mdgrad ekonomikur da socialur ganviTarebaze zemoqmedeba. wevri qveynebis savaWro da saerToekonomikuri politikis koordinaciis efeqtiani meTodebis SemuSaveba; • mdgradi ekonomikuri zrdis maRali tempis, cxovrebis maRali donis, dasaqmebis da finansuris stabilizaciis SenarCunebaze zemoqmedeba; • mravalmxrivi aradiskriminaciuli principis safuZvelze damyarebuli msoflio vaWrobis ganviTarebaze zemoqmedeba; • ganviTarebadi qveynebisaTvis daxmarebis gawevis stimulireba da koordinacia. OECD-is mier SemuSavebuli iqna tek-ebis mier garigegebis ganxorcielebis qcevis kodeqsi, tek-ebis safinanso angariSebis da operatiuli informaciis publikaciis wesebi. OECD-is mmarTveli organoa sabWo, romelSic yvela wevri qveynidan TiTo warmomadgenelia. igi iRebs sarekomendacio xasiaTis da, zogjer, savaldebulo gadawyvetilebebsac, romelic ar vrceldeba im saxelmwifoze, romelic kenWisyrisas winaaRmdegis poziciazea. administraciul da operatiul samuSaos asrulebs samdivno generaluri mdivnis xelmZRvanelobiT. OECD-is SemadgenlobaSi 20 sxvadasxva specializebuli komitetia, romlebic organizaciis ZiriTad samuSaoebs asruleben: gansazRvraven wevri-qveynebis saerTo-ekonomikur politikas; Tvalyurs adevneben qveynebis ekonomikur da finansur mdgomareobas; amzadeben yovelwliur ekonomikur mimoxilvebs OECD-is wevr yvela qveyanaze; SeimuSaveben rekomendaciebs saxelmwifoTaSorisi ekonomikuri procesebis regulirebis sakiTxebze; axorcieleben sakonsultacio momsaxurebas wevri qveynebis mTavrobebisTvis. 170 1990 wels OECD-is farglebSi Seiqmna gardamavali ekonomikis qveynebTan TanamSromlobis centri aRmosavleT evropis qveynebTan TanamSromlobis koordinaciis mizniT. aRniSnuli centris meSveobiT saqarTvelo aqtiurad TanamSromlobs ekonomikuri TanamSromlobisa da ganviTarebis organizaciasTan. OECD-m SeimuSava investiciebis Sesaxeb mravalmxrivi SeTanxmeba, romelic Riaa arawevri qveynebisaTvis, Tumca azrTa sxvadasxvaobis gamo xelmouwerelia. OECD-is oficialuri SeTanxmebebi aqvs mTel rig saerTaSoriso organizaciebTan: Sromis msoflio organizaciasTan, vmo-sTan, ssf-sTan. organizaciis farglebSi Seqmnilia ramdenime avtonomiuri organizacia saerTaSoriso energetikuli saagento; atomuri energiis saagento; ganaTlebis sferoSi gamokvlevebisa da siaxleebis danergvis centri; OECD -is ganviTarebis centri. 6.4. vaWrobis msoflio organizacia (WTO)/ tarifebisa da vaWrobis generaluri SeTanxmeba (GATT)25 GATT (The General Agreement on Tariffs and Trade), romelic 1948 wlis martSi amoqmedda, Tavdapirvelad 23 qveyanas aerTianebda. GATT adgenda wesebs saerTaSoriso vaWrobis samarTlianad warmarTvisaTvis. GATT gaxda erTaderTi mravalmxrivi dokumenti, romelic aregulirebda saerTaSoriso vaWrobas 1948 wlidan. wlebis ganmavlobaSi GATT-is teqsti ganicdida cvlilebas masSi axali dadgenilebebis SetaniT, gansakuTrebiT ki, ganviTarebadi qveynebis savaWro probleme25 ix. http://www.wto.org 171 bis mogvarebis mizniT. amasaTan erTad, miRebuli iqna mTeli rigi damxmare SeTanxmebebi, romlebic detalurad ganmartaven GATT-is ZiriTad debulebebs. GATT-is arsebobis manZilze Catarda mravalmxriv savaWro molaparakebaTa rva raundi, romelTa Sedegad SeTanxmebaTa paketi mniSvnelovnad gafarTovda. cxrili #1. weli 1947 1949 1951 1956 19601961 19641967 19731979 19861994 raundis dasaxeleba da adgili Jeneva anesi torkuei Jeneva Jeneva (dilonis raundi) Jeneva (kenedis raundi) Jeneva (tokios raundi) urugvais raundi ganxiluli sakiTxebi monawile qveynebis raodenoba GATT-იs evolucia tarifebi tarifebi tarifebi tarifebi tarifebi 23 13 38 26 26 tarifebi da antidempinguri zomebi tarifebi, arasatarifo zomebi, ,,CarCo~ SeTanxmebebi 62 tarifebi, arasatarifo zomebi, momsaxureba, inteleqtualuri sakuTreba, davebis gadawyveta, safeiqro mrewveloba, soflis meurneoba, vmo-is Camoyalibeba da a.S. 123 102 GATT-is arsebobis pirveli wlebi daeTmo gawevrianebis Sesaxeb molaparakebebsa da satarifo ganakveTis Semcirebas. 1970-iani wlebis Sua periodamde GATT-is mo172 laparakebaTa raundebi koncentrirebuli iyo ZiriTadad tarifebis Semcirebaze. kenedis raundze (1964-1967) miRweul iqna satarifo da arasatarifo barierebis Semcirebis gadawyvetileba rogorc samrewvelo, ise sasoflo-sameurneo produqciiT vaWrobaSi. tokios raundze ganxorcielda seriozuli cvlilebebi da damatebebi moqmed SeTanxmebebSi, romlebic mimarTuli iyo arasatarifo barierebisa da arasamarTliani vaWrobis winaaRmdeg. amis Sedegad Camoyalibda mTeli rigi axali SeTanxmebebi, romlebic ,,tokios raundis SeTanxmebebis~ saxeliT cnobilia da moicaven subsidiebis, dempingis, samTavrobo Sesyidvebis, vaWrobaSi arsebuli teqnikuri barierebis, sabaJo Sefasebis, importis licenzirebis, samoqalaqo TviTmfrinavebiT, rZisa da xorcis produqtebiT vaWrobis sakiTxebs. es SeTanxmebebi nebayoflobiTi iyo im TvalsazrisiT, rom GATT-is wevrobis miRwevisaTvis ar iyo savaldebulo maTi miReba. Tumca, bevrma xelSemkvrelma mxarem es valdebulebebi miiRo. urugvais raundze Camoyalibda vaWrobis msoflio organizacia, saerTaSoriso vaWrobis maregulirebeli samarTlebrivi baziT, Sesabamisad, SeTanxmebaTa umravlesoba savaldebulo gaxda da srulyofilad amoqmedda. urugvais raundis dros mniSvnelovani Sedegebi iqna miRweuli saqonliT vaWrobis maregulirebeli wesebis farTo speqtrTan dakavSirebiT, maT Soris, mniSvnelovnad gaZlierda e.w. gamWvirvalobis moTxovna. mTeli rigi damatebiTi SeTanxmebebis saSualebiT, ganimarta specifikuri muxlebi adre miRebul valdebulebebSi saimporto gadasaxadebis da mosakreblebis, saxelmwifo vaWrobis, sagadasaxdelo balansis, sabaJo kavSirebis da Tavisufali vaWrobis Sesaxeb. aseve, mniSvnelovani Sedegebi iqna miRweuli davebis mogvarebis savaldebulo procedurebTan da wevri qveynebis savaWro politikis ganxilvasTan dakavSirebiT. 173 urugvais raundis ZiriTadi Sedegebidan aRsaniSnavia: valdebulebebi tarifebis Semdgom Semcirebaze, kerZod, urugvais raundis SeTanxmebebi iTvaliswinebdnen ganviTarebul qveynebSi 6 wlis ganmavlobaSi (dawyebuli 1995 wlidan) importul samrewvelo produqciaze tarifebis Semcirebas 36%-iT sabazo periodTan SedarebiT, TiToeul satarifo poziciaSi minimum 15%-iani SemcirebiT. ganviTarebad qveynebs am mxriv eZlevaT garkveuli SeRavaTebi (10 wliani periodi, tarifis Semcireba saSualod 24%-iT da a.S.). vaWrobis msoflio organizacia daarsda 1995 wels. vmo warmoadgens mravalmxrivi savaWro sistemis samarTlebriv da instituciur safuZvels, aris urugvais raundis 8 wliani (1986-1994 ww.) kompleqsuri da xSirad sadavo molaparakebebis Sedegi. amJamad vmo-Si 149 sruluflebiani wevria. vmo-is wevri qveynebis wili msoflio vaWrobaSi 95 %-s aRemateba. vmo marTavs savaWro SeTanxmebebs, romlebic miRebulia misi wevri qveynebis molaparakebis Sedegad: GATT (tarifebisa da vaWrobis generaluri SeTanxmeba), GATS (momsaxurebiT vaWrobis generaluri SeTanxmeba) da TRIPS (inteleqtualuri sakuTrebiT vaWrobis generaluri SeTanxmeba). es ukanaskneli moicavs iseT sakiTxebs, rogoric aris saavtoro ufleba, savaWro niSnebi, patentebi, samrewvelo konstruqciebi da savaWro saidumloebebi. GATTis formatSi arsebulma saerTaSoriso savaWro SeTanxmebam ganicada ramdenime mniSvnelovani cvlileba: • vaWrobis erovnuli wesebi sul ufro metad modioda SesabamisobaSi vmo-is farTo normebTan, principebsa da amocanebTan; • droTa ganmavlobaSi ganviTarebuli instituciuri praqtika mniSvnelovnad ganmtkicda oficialuri administraciuli struqturis (organizaciis) daarsebiT; 174 • sxvadasxva cxrilebi, kodeqsebi da SeTanxmebebi, romlebic daemata 1947 wlis GATT-s, harmonizebuli iqna vmo-is erTian sistemaSi da misi ganuyofeli nawili gaxda; • mniSvnelovan progress miaRwia saqonelze saimporto tarifebis Semcirebam, xolo globaluri savaWro sistemis masStabebi gafarTovda masSi iseTi sferoebis CarTviT, rogoricaa momsaxureba, investicia, inteleqtualuri sakuTreba, davebis mogvareba; • erovnuli savaWro wesebis gamWvirvaloba aRiarebul iqna rogorc samarTliani konkurenciis ganviTarebis mniSvnelovani aspeqti, romlis uzrunvelyofisaTvis Zalisxmevas vmo-s farglebSi gansakuTrebuli yuradReba eniWeba; • Seiqmna davebis mogvarebis savaldebulo meqanizmi. vmo aris mTavrobaTaSorisi organizacia. misi wevrebi saxelmwifoebi arian. ama Tu im operatiuli gadawyvetilebis mimRebi mTavari organoebia sabWoebi da komitetebi, xolo umaRles organos, romelic principuli mniSvnelobis gadawyvetilebebs iRebs, warmoadgens wevri qveynebis ministrTa konferencia. yvela umniSvnelovanes sakiTxze gadawyvetilebis miReba xdeba wevri qveynebis ministrTa konferenciaze, romelic imarTeba yovel or weliwadSi erTxel. konferenciebs Soris vmo-is saqmianobas xelmZRvanelobs generaluri direqtori, romelic airCeva 5 weliwadSi erTxel, agreTve, vmo-is generaluri sabWo, romelsac eqvemdebareba mravalricxovani sabWoebi da komitetebi. saorganizacio saqmianobas uzrunvelyofs vmo-is samdivno, romelic mdebareobs q. JenevaSi (Sveicaria). generaluri sabWo moqmedebs iseve, rogorc savaWro politikis mimoxilvis, agreTve davebis mogvarebis organo. 175 vmo-s struqtura Camoyalibebulia im SeTanxmebaTa Sesabamisad, romlebic warmoadgenen wevrqveynebs Soris mravalmxriv urTierTobaTa samarTlebriv bazas. amJamad mimdinare e.w. ,,dohas ganviTarebis dRis wesrigis~ mravalmxriv molaparakebaTa Casatareblad, mudmivad arsebuli komitetebis gverdiT Camoyalibebulia ,,savaWro molaparakebebis komiteti~, romelic xelmZRvanelobs da Tavs uyris sxvadasxva Tematuri komitetisa da jgufis muSaobas. gadawyvetilebis miReba vmo-Si mimdinareobs oTx doneze: - umaRles xelisuflebas warmoadgens ministrTa konferencia; yoveldRiur samuSaos marTavs: - generaluri sabWo; - davebis mogvarebis organo; - savaWro politikis ganxilvis organo. vaWrobis yvela mniSvnelovan sferos gaaCnia Tavisi sabWo: - saqonliT vaWrobis sabWo; - momsaxurebiT vaWrobis sabWo; - inteleqtualuri sakuTrebis vaWrobasTan dakavSirebul aspeqtebTan arsebuli sabWo (TRIPS). TiToeul am sam sabWos gaaCnia damatebiTi komitetebi. arsebobs mTeli rigi Tematuri samuSao jgufebi, romlebic valdebulni arian warudginon angariSi generalur sabWos. vmos-is marTva xorcieldeba monawile qveynebis mier. maTi delegatebi aqtiurad monawileoben vmo-is sxvadasxva komitetebisa da sabWoebis sxdomebSi, romelic tardeba mTeli wlis ganmavlobaSi vmo-is StabdbinaSi, JenevaSi. 176 ministrTa konferencia warmoadgens vmo-is umaRles organos. masSi monawileobas iRebs yvela wevri qveynis delegacia da imarTeba yovel or weliwadSi erTxel. am RonisZiebaze mimoixileba saerTaSoriso vaWrobis problematika. wevrebs SesaZlebloba eZlevaT ganamtkicon mxardaWera mravalmxrivi savaWro sistemisadmi. aseve Tanxmdeba momavali dRis wesrigi. ministrTa konferencias SeuZlia gadawyvitos mravalmxrivi savaWro SeTanxmebebis nebismieri sakiTxi. vmo-is samdivnos xelmZRvanelobs generaluri direqtori da oTxi moadgile. vmo-is samdivno Sedgeba ramdenime ganyofilebisgan, romelTagan TiToeuli pasuxismgebelia konkretul sferoebze da exmareba vmo-is Sesabamis organos. TiToeuli ganyofileba da komiteti imyofeba generaluri direqtoris oTxi moadgilidan erT-erTis, an uSualod generaluri direqtoris daqvemdebarebaSi. amJamad samdivnoSi muSaobs daaxloebiT 500 TanamSromeli. samdivnos saTaveSi dgas generaluri direqtori, romelic iniSneba ministrTa konferenciis mier arCevnebis gziT. vmo-is generaluri direqtori amJamad aris paskal lame. ministrTa konferenciebs Soris vmo-is yoveldRiur saqmianobas xelmZRvanelobs Semdegi sami organo: • generaluri sabWo; • davebis mogvarebis organo da • savaWro politikis mimoxilvis organo. faqtobrivad, yvela es organo warmoadgens generalur sabWos, Tumca gvxvdebian sxvadasxva uflebamosilebiT. isini regularulad ikribebian yovel or TveSi erTxel. generaluri sabWo moqmedebs ministrTa konferenciis saxeliT am konferenciis Sekrebebs Soris periodebSi, igi valdebulia uSualod mas warudginos moxseneba. 177 სქემა #1 ვმოს სტრუქტურა მინისტრთა კონფერენცია გენერალური როგორც: საბჭო იკრიბება, დავების მოგვარების ორგანო ვალდებულებები: -ვაჭრობა და გარემოს დაცვა -ვაჭრობა და განვითარება ნაკლებად განვითარებული ქვეყნების ქვეკომიტეტი -რეგიონალური სავაჭრო შეთანხმებები -საგადამხდელო ბალანსი -ბიუჯეტი, ფინანსები და ადმინისტრირება; სამუშაო შეხვედრები: -გაწევრიანებაზე; სამუშაო ჯგუფები: -ვაჭრობა, ვალი და ფინანსები; -ვაჭრობა და ტექნოლოგიების გადაცემა; -ურთიერთობა ვაჭრობასა და ინვესტიციებს შორის; -ურთიერთზემოქმედება ვაჭრობასა და კონკურენციულ პოლიტიკას შორის; -გამჭვირვალობა სახელმწიფო შესყიდვებში. გენერალური საბჭო საქონლით ვაჭრობის საბჭო გენერალური როგორც: საბჭო იკრიბება, სავაჭრო პოლიტიკის ინტელექტუალური საკუთრების ვაჭრობასთან დაკავშირებული საკითხების ვალდებულებები: -ბაზარზე დაშვება; -სოფლის მეურნეობა; -სანიტარული და ფიტოსანიტარული ზომები; -ტექნიკური ბარიერები ვაჭრობაშჳ; -სუბსიდიები და საკომპენსაციო ზომები; -ანტიდემპინგური ზომები; -საბაჟო შეფასება; -წარმოშობის წესები; -იმპორტის ლიცენზირება; -ვაჭრობასთან დაკავშირებული საინვესტიციო ზომები; -დაცვის მექანიზმები; მომსახურებით ვაჭრობის საბჭო ვალდებულებები: -ვაჭრობა ფინანსური მომსახურების სფეროში; -სპეციფიკური ვალდებულებები; სამუშაო შეხვედრები: -ეროვნული რეგულირება; -GATT-ის წესები; მრავალმხრივი: -სამოქალაქო ავიატექნიკით ვაჭრობის კომიტეტი; -სახელმწიფო შესყიდვების კომიტეტი დოჰას განვითარების პროგრამა: სამუშაო შეხვედრა: -სახელმწიფო სავაჭრო სავაჭრო მოლაპარაკებების კომიტეტი და მისი ორგანოები: საწამოები მრავალმხრივი: ინფორმაციული ტექნოლოგიების შეთანხმებების კომიტეტი სავაჭრო მოლაპარაკებების სპეციალური სესიები: მომსახურებით ვაჭრობის საბჭო/ TRIPSის საბჭო/ დავების მოგვარების ორგანო/ სოფლის მეურნეობის კომიტეტი და საფეიქრო ნაწარმის ქვეკომიტეტი/ ვაჭრობისა და განვითარების კომიტეტი. vaWrobis msoflio organizaciis principebi mdgomareobs SemdegSi: 1. vaWroba unda ganxorcieldes diskriminaciis gareSe; 2. vaWroba unda iyos Tavisufali, savaWro SezRudvebis gareSe; 3. vaWroba unda iyos prognozirebadi; 178 4. vaWrobaSi unda iyos konkurencia; 5. vaWroba ufro metad xelsayreli unda iyos naklebad ganviTarebuli qveynebisTvis, romelmac xeli unda Seuwyos ekonomikur reformebs da ganviTarebas. vaWrobis msoflio organizaciis winaSe mravali problemaa, romelTa Soris aRsaniSnavia: qveynebs Soris erTiani Tvalsazrisis Sejerebis sirTule, rac dakavSirebulia wevri qveynebis ganviTarebis sxvadasxva donesTan da erovnul interesebTan; regionuli savaWro SeTanxmebebi, rogorebicaa evrokavSiri da Crdiloamerikuli Tavisufali vaWrobis asociacia; vmo–is wesebis Seusrulebloba, romlis naTel magaliTs warmoadgens ek-isa da aSS-s Soris warmoebuli bananis omi; inteleqtualuri sakuTrebiT vaWrobis wesebis sirTule. vmo-s SeTanxmebiT qveynebi iReben patentebs 20 wliani vadiT, xolo saavtoro uflebebs 50-wliani periodiT iseT sferoebSi, rogorebicaa musika, programuli uzrunvelyofa da farmacevtiuli nawarmi. saqarTvelo 2000 wlis 14 ivnisadan vmo-is srulufelbiani 137-e wevri qveyana gaxda. 6.5. didi rviani ,,didi rviani~ (1997 wlamde ,,didi Svideuli~ da ruseTis gawevrianebis Semdeg gadakeTda ,,did rvianad~). Camoyalibda 1975 wels globaluri safinanso da savaluto sakiTxebis ganxilvis mizniT dasavleT evropis saxelmwifoTa mTavrobis meTaurTa doneze. masSi Sedian didi britaneTi, germania, italia, kanada, aSS, kanada, iaponia da ruseTi. mTavrobis meTaurTa Sexvedrebi tardeba yovelwliurad, xolo finansTa ministrebis da centraluri bankebis xelmZRvanelebis doneze mudmivi jgufebi moqmedeben. 179 6.6. navTobis eqsportiori qveynebis organizacia (OPEC)26 OPEC saerTaSoriso organizaciaa, romelSic 12 navTobis eqsportiori qveyanaa. OPEC dafuZnda 1960 wels 14 seqtembers baRdadSi (erayi) 5 wevris mier: irani, erayi, quveiTi, saudis arabeTi da venesuela. igi daregistrirebulia 1962 wels 6 noembers (UN Resolution 6363). nebismieri qveyana, romelic aris navTobis wminda eqsportiori da romelsac aqvs wevri qveynebis msgavsi interesebi, SeuZlia gaxdes OPEC-is wevri. OPEC yvelaze warmatebuli kartelia saerTaSoriso kartelebs Soris. kerZo Tu saxelmwifo subieqtebisagan Semdgarma vercerTma kartelma ver miaRwia iseT warmatebas, rogorsac OPEC-ma navTobis msoflio bazarze. OPEC-is ganviTareba Semdegnairad mimdinareobda: 1973 wels ramdenime Tvis manZilze OPEC-is qveynebma 4-jer gazardes fasi navTobze — barelze 2,59-dan 11,65 aSS dolaramde, ris Sedegad navTobis eqsportiori qveynebi erTbaSad moeqcnen mdidar saxelmwifoTa rigSi. 1973 wlis arabeT-israelis omma daaCqara OPEC-is aRmasvla. 1973-1974 wlebSi ,,sanavTobo Soki~ navTobis msoflio bazarze ZalTa Tanafardobis TandaTanobiTi Secvlis kuliminacia iyo navTobis eqsportior saxelmwifoTa sasargeblod. 1974-1978 wlebSi navTobis fasi daeca daaxloebiT 1/6-iT, magram mainc maRali darCa, vidre 1973 wlamde iyo. Semdeg OPEC-is fasebis zrdis meore talRa wamovida. es procesi cnobilia rogorc 1979-1980 wlebis meore ,,sanavTobo Soki~, rodesac iranis revoluciis kvaldakval da momxmareblebSi panikis zrdis viTarebaSi, fasebi orjer gaizarda. 26 ix. http://www.opec.com/ 180 mniSvnelovania, rom 1960 wlidan 2004 wlamde periodSi gadamuSavebuli navTobproduqtebis moxmareba 5jer gaizarda da masSi OPEC-is wevri qveynebis wili mxolod 7,7 procents Seadgenda. OPEC-is mizania wevr qveynebs Soris koordinirebuli politikis ganxorcieleba da gadawyvetilebebis miRebis sakiTxSi konsensusis Zieba. yoveli wevri qveyana damoukidebelia navTobis warmoebis mxriv. OPEC ar akontrolebs navTobis bazars. OPEC-is qveynebze modis navTobis wamoebis 40% da bunebrivi airis 15 %. amasTan, OPEC axorcielebs navTobis msoflio eqsportis 55%-s. aqedan gamomdinare, marTalia, OPEC mocemuli bazris makontrolebeli ar aris, magram mainc didi gavlena aqvs masze, gansakuTrebiT maSin, roca gadawyvets navTobis miwodebis gazrdas, an Semcirebas. OPEC-is wevri qveynebis warmomadgenlebi weliwadSi orjer ikribebian, raTa SeaTanxmon gamoSvebis moculoba. wevrma qveynebs, romlebic sapatio delegaciebiT warmodgenilni arian, SeuZliaT Secvalon, an ar Secvalon navTobis fasebi. 1976 wels OPEC-is wevrma qveynebma Seqmnes OPEC-is saerTaSoriso ganviTarebis fondi. fondis mizania xeli Seuwyos TanamSromlobis gaRrmavebas OPEC-is wevr qveynebsa da sxva ganviTarebad qveynebs Soris. fondis erTerTi mTavari mizani Raribi qveynebis daxmarebaa. OPEC-is fondi bevr regionSi moqmedebs. maT Soris aziis, afrikis, evropis, laTinuri amerikis, karibisa da axlo aRmosavleTis qveynebSi. OPEC-is fondma bevri proeqti daafinansa, maT Soris sasmeli wylis, energetikis, skolebis mSeneblobis, saavadmyofoebis da gzebis mSeneblobis da a.S. aRniSnul proeqtebze fondma daarsebidan daaxloebiT 7,5 miliardi dolari gamoyo. OPEC-is erT-erTi mizania transportirebis teqnologiebis gaumjobeseba, raTa is ekologiurad sufTa, 181 usafrTxo da efeqtiani iyos. OPEC did yuradRebas uTmobs ekologiuri usafrTxoebis problemebs. OPEC-is mier navTobis msoflio bazris kontroli Tanamedrove periodSi izRudeba yazaxeTis, azerbaijanis da ruseTis mxridan, romlebic navTobisa da gazis udides maragebs floben da romlebic am seqtoris ganviTarebis umniSvnelovanes saerTaSoriso proeqtebs axorcieleben. saerTaSoriso ekonomikuri TanamSromloba regionuli ekonomikuri gaerTianebebis farglebSic xorcieldeba, rasac integraciis tendenciis gaZliereba uwyobs xels. ganvixiloT msoflios ZiriTadi regionuli ekonomikuri dajgufebebi, romlebic gavlenas axdenen saerTaSoriso biznesis ganviTarebaze gaerTianebis farglebSi. 6.7. integraciuli dajgufebebi evropaSi evrokavSiri evropis kavSiri (European Union), SemoklebiT evrokavSiri — evropis saxelmwifoTa msxvili politikuri da ekonomikuri gaerTianebaa, romelsac 1993 wlamde evropuli gaerTianeba erqva (European Community). amJamad misi wevria 27 saxelmwifo, romelTa saerTo farTobia 3,892 aTasi kv. km, mosaxleoba — 455 mln, erToblivi erovnuli 182 produqtisa da sagareo vaWrobis masStabebiT evrokavSiri win uswrebs aSS-s da iaponias. evrokavSiri mSp msyidvelobiTunarianobis paritetis mixedviT 14 52 trilion aSS dolars Seadgens. suladobrivi Semosavali 7 aTasidan 78 aTas dolaramde meryeobs. mSp-is zrdam 2009 wels 4 % Seadgina, rac msoflio safinanso krizisis Sedegia, radgan 2007 wlisTvis aRniSnuli maCvenebeli 3 % iyo. seqtorebis mixedviT mSp-is warmoebaSi yvelaze maRali xvedriTi wiliT warmodgenilia momsaxurebis sfero (71,9%). 25,9% modis mrewvelobaze, xolo soflis meurneobaze _ 2,1 %27. II msoflio omis Semdeg evropis saxelmwifoebma daiwyes gzebisa da saSualebebis Zieba momavalSi mSvidobiani Tanaarsebobis garantiebisaTvis. swored am mizniT Caeyara evrokavSirs safuZveli 1952 wels. igi eqvsi qveynis — belgia, germania, italia, luqsemburgi, safrangeTi, niderlandebi — gaerTianebiT daiwyo da 1995 wlisaTvis ukve TxuTmet wevr saxelmwifos ( avstria, belgia, dania, fineTi, safrangeTi, germania, saberZneTi, irlandia, italia, luqsemburgi, niderlandebi, portugalia, espaneTi, SvedeTi da gaerTianebuli samefo) iTvlida. evrokavSiris wevri saxelmwifoebi qmnian ra partniorul gaerTianebas, maTi mizania xeli Seuwyon demokratiis da mSvidobis ganviTarebas, moqalaqeTa keTildReobas da dovlaTis samarTlian ganawilebas. evrokavSiri saTaves iRebs ramdenime xelSekrulebidan, romelTa umTavresi mizania omisSemdgom evropaSi mSvidobisa da stabilurobis dacva da ekonomikuri integraciis meSveobiT wevri qveynebis erToblivi ganviTareba. pirveli xelSekruleba — evropis qvanaxSirisa da foladis gaerTianebis Sesaxeb — daido 1951 wels, raTa sul cota xnis win saomar mdgomareobaSi myofi qveynebis 27 statisitikuri mimoxilva momzadda https://www.cia.gov/ veb-misamarTis informaciaze dayrdnobiT. (18/03/2010) 183 qvanaxSirisa da foladis produqcia erTian, zesaxelmwifoebriv kontrols daqvemdebareboda. am xelSekrulebis ZiriTadi mizani iyo evropis mrewvelobis aRorZineba. evropis qvanaxSirisa da foladis gaerTianebis Sesaxeb xelSekrulebis warmatebam wevr saxelmwifoebs ubiZga, daedoT evropis atomuri energiis gaerTianebis Sesaxeb xelSekruleba (`evratomi~), agreTve, bevrad ufro mravalmxrivi xelSekruleba evropis ekonomikuri gaerTianebis Sesaxeb; es xelSekrulebebi 1957 wels gaformda. xelSekruleba evropis ekonomikuri gaerTianebis Sesaxeb `romis xelSekrulebis~ saxeliT aris cnobili. igi mWidro ekonomikuri integraciis programas iTvaliswinebda. ekonomikuri integracia daiwyo Tavisufali savaWro zoniT, rac SemdgomSi sabaJo kavSirad gadaizarda, xolo 1993 wlidan iqca erTian evropul bazrad saerTo wesebiTa da kanonmdeblobiT ekonomikuri cxovrebis sxvadasxva sferoSi. evropis kavSirSi integraciuli procesebis mTavari miznebi gansazRvrulia ZiriTadi dokumentebiT, rogorebicaa: • romis SeTanxmeba(1957); • erTiani evropuli aqti(1987); • maastrixtis SeTanxmeba(1992); • amsterdamis SeTanxmeba(1997). evrokavSiris ZiriTadi dokumenti dReisaTvis aris 2003 wlis ,,mierTebis SeTanxmeba~, romelic ZalaSi Sevida 2004 wlis 1 maiss. zemoTaRniSnuli SeTanxmebebiT gansazRvruli evrokavSiris wevri saxelmwifoebis samarTlebrivi, politikuri, ekonomikuri da sxva saxis valdebulebebi Camoyalibda erTian dokumentSi, evrokavSiris konstituciis proeqtSi, romlis miRebis procedura amJamad mimdinareobs. evrokavSiris wevri saxelmwifoebi SeTanxmdnen, garkveul sferoebSi gaaerTianon TavianTi suvereniteti 184 da resursebi. politikas am sferoebSi atareben evrokavSiris institutebi. kavSiris ZiriTad politikur institutebs ekuTvnis: evropis sabWo, romlis mizania dasaxos kavSiris prioritetebi da gansazRvros samomavlo politika. sabWos sxdomebi imarTeba weliwadSi orjer; ministrTa sabWo, gadawyvetilebaTa miRebis uflebamosilebiT aRWurvili, wevri qveynebis warmomadgenlebisgan Semdgari organoa. sabWos farglebSi mravali Sexvedra imarTeba, magaliTad, soflis meurneobis, transportis da sxva dargebSi. sabWos sxdomebSi monawileoben am dargebis ministrebi yoveli wevri saxelmwifodan da iReben gadawyvetilebebs mimdinare sakiTxebze. ministrebi koordinirebas uweven wevri saxelmwifoebis erovnul politikas im dargebSi, romlebzec maT pasuxismgebloba akisriaT; evrokomisia mTavari aRmasrulebeli organoa, romelsac sakanonmdeblo iniciativis uflebac aqvs. evrokomisias saTaveSi 20 evrokomisari udgas. igi valdebulia zedamxedveloba gauwios wevri qveynebis mier miRebuli gadawyvetilebebis adekvaturad Sesrulebas. evrokomisia evrokavSirisTvis saerTo gadawyvetilebebis miRebis procesis uSualo monawilea. komisiis wevrebs Soris funqciebi mkacrad aris ganawilebuli. evroparlamenti evropis moqalaqeTa warmomadgenlobiTi organoa, romelic pirdapiri gziT aris arCeuli. is ganixilavs winadadebebs sakanonmdeblo sferoSi, gadamwyvet sityvas ambobs evrokavSiris biujetTan dakavSirebul sakiTxebze. evrokavSiris sxvadasxva institutebi sxvadasxva qveynebSi da qalaqebSia ganTavsebuli: briuseli (belgia), strasburgi (safrangeTi), luqsemburgi (luqsemburgi), mainis frankfurti (germania). evrokavSirs oficialuri politikuri centri ar aqvs, Tumca de-faqto dedaqalaqad briuseli iTvleba. 185 1970-ian wlebSi evropis ekonomikurma gaerTianebam SeimuSava saerTo damokidebuleba sagareo politikis sakiTxebisadmi, rac evropis politikuri TanamSromlobis saxeliT aris cnobili. evropis politikuri TanamSromloba oficialurad 1986 wels miRebul erTian evropul aqtSi gaformda. 1992 wels dadebul xelSekrulebaSi evrokavSiris Sesaxeb, romelsac `maastrixtis xelSekrulebasac~ uwodeben, evropis politikuri TanamSromloba gadaizarda ufro Tanmimdevrul da mravlismomcvel saerTo sagareo da TavdacviT politikad. maastrixtis xelSekrulebam ekonomikuri integracia kidev ufro win waswia ekonomikuri da monetaruli erTianobis struqturis SemuSavebiTa da 1999 wels erTiani evropuli fuladi erTeulis, evros, SemoRebiT. 1997 wels evrokavSirma axali, amsterdamis xelSekruleba dado. am xelSekrulebis oTxi mTavari mizania moqalaqeTa dasaqmeba da maTi uflebebi, Tavisuflebis, usafrTxoebisa da samarTlianobis zonis Seqmna, msoflio masStabis saqmeebSi evropis xmis momZlavreba da evrokavSiris instituciuri struqturebis meti efeqtianobis miRweva evrokavSiris gafarToebis gaTvaliswinebiT. 1993 wlis ivnisSi evropulma sabWom kopenhagenis samitze aRiara aRmosavleT da centraluri evropis qveynebis ufleba SeuerTdnen evropis kavSirs, Tu daakmayofileben Semdeg sam kriteriums: — politikuri kriteriumi: stabiluri institutebi, romlebic warmoadgenen demokratiis, kanonis uzenaesobis, adamianis uflebebisa dacvisa da umciresobaTa pativiscemis garantias; — ekonomikuri kriteriumi: moqmedi sabazro ekonomika da unari, monawileoba miiRos evrokavSiris erTiani politikis sferoebSi; — gaerTianebis samarTlis gadmotana qveynis Sida samarTalSi (inkorporireba): evropis kavSiris sxvadasxva 186 politikuri, ekonomikuri da fuladi saxis miznebisadmi erTguleba. madridis evropulma sabWom 1995 wlis dekemberSi daadastura es kriteriumebi da xazi gausva ganmcxadebeli qveynebis administraciuli struqturebis adaptirebis aucileblobas etapobrivi integraciis pirobebis Sesaqmnelad. evrokavSiris damfuZnebeli xelSekrulebis 49-e muxlis Tanaxmad, nebismier evropul qveyanas ufleba aqvs, gaakeTos ganacxadi evrokavSirSi gawevrianebis survilis Sesaxeb. 1997 wlis dekemberSi luqsemburgis evropulma sabWom gadawyvita 1998 wels molaparakebebis dawyeba eqvs qveyanasTan: kviprosTan, CexeTTan, estoneTTan, ungreTTan, poloneTTan da sloveniasTan. es eqvsi qveyana qmnida gafarToebis pirvel talRas. meore talRa moicavda xuT qveyanas: bulgareTs, latvias, litvas, rumineTsa da slovakeTs. molaparakebaTa mimdinareoba damokidebuli iyo aRniSnuli qveynebis ekonomikur da politikur progresze. 2002 wlis dekemberSi kopenhagenSi evropulma sabWom miiRo gadawyvetileba aRmosavleT _ da centralurevropuli aTi qveynis evropis kavSirSi miRebis Taobaze. es qveynebia estoneTi, kviprosi, latvia, litva, malta, poloneTi, slovakeTi, slovenia, ungreTi da CexeTi. rac Seexeba bulgareTsa da rumineTs, 2007 wlisaTvis es ori qveyanac SeuerTda evropis kavSirs. dRemde wydeba sakiTxi akmayofileben Tu ara TurqeTi da xorvatia kriteriumebs mierTebis molaparakebaTa dasawyebad. aRsaniSnavia, rom Sveicariam, lixtenSteinma da norvegiam sxvadasxva dros ganacxades evropis kavSirSi gawevrianebis survilis Sesaxeb. miuxedavad amisa, 1972 da 1994 wlebSi gamarTul referendumebze norvegielebma uari Tqves evropis gaerTianebaSi gawevrianebaze. lixtenSteinisa da Sveicariis ganacxadebi ki SeCerda mas Sem187 deg, rac Sveicariam referendumis gziT uari Tqva evropis ekonomikur zonaSi gawevrianebaze. ekonomikuri da savaluto kavSiris daarsebisaTvis wevr saxelmwifoTa ekonomikis mdgradi urTierTTavsebadobis misaRwevad maastrixtis xelSekruleba iTvaliswinebs xuT kriteriums, romelsac unda akmayofilebdes TiToeuli wevri saxelmwifo ekonomikuri da savaluto kavSiris mesame etapze gadasvlamde. komisia da evropis centraluri banki mudmivad amowmeben aRniSnuli kriteriumebis Sesrulebas. es kriteriumebia: — biujetis deficiti ar unda aRematebodes mTliani Sida produqtis 3 procents; — saxelmwifo vali ar unda aRematebodes mTliani Sida produqtis 60 procents; — unda SenarCundes fasebis stabiluroba da inflaciis saSualo maჩvenebeli Semowmebamde erTi wlis ganmavlobaSi. kerZod, inflacia erTnaxevar procentze metad ar unda aRematebodes sami yvelaze warmatebuli wevri saxelmwifos monacems; — unda arsebobdes grZelvadiani saprocento ganakveTi, romelic sami yvelaze warmatebuli qveynis maCvenebels ar unda aRematebodes or procentze metad; — unda moxdes evropul savaluto sistemaSi arsebuli savaluto gacvlis kursis meqanizmiT gaTvaliwinebuli sazRvrebis dacva ori wlis ganmavlobaSi. urTierTTavsebadobis kriteriumebis daniSnulebaa, ekonomikurma ganviTarebam ekonomikur da savaluto kavSiris SigniT problemebi ar Seuqmnas TiToeul wevr saxelmwifos. amasTanave, saxelmwifo valTan da deficitTan dakavSirebuli kriteriumebi unda sruldebodes mesame etapis dawyebis Semdegac. am miznis misaRwevad 1997 wels amsterdamis evropuli sabWos mier miRebul iqna stabilurobis paqti. evrokavSiris safinanso organizaciebia: evropis centraluri banki da evropis sainvesticio banki. 188 evropis kavSiris biujeti sakuTari saxsrebiT finansdeba 1970 wlidan. manamde evrogaerTianebis biujeti wevri saxelmwifoebis Senatanebisagan yalibdeboda. dRes evrokavSiris biujetis dafinansebis wyaroebia: 1) gadasaxadi soflis meurneobis produqtebis importze; 2) sabaJo mosakrebeli, romelic ikribeba evrokavSiris sazRvrebze; 3) gadasaxadi dRg-dan, romelic Sedgens TiToeuli wevri saxelmwifos mier akrefili dRg-is 1%-s; 4) gadasaxadi TiToeuli wevri saxelmwifos mTlian erovnul produqtze. biujetis miRebis procedura gansazRvrulia romis xelSekrulebis 272-e muxliT da moicavs ramdenime safexurs. ekonomikuri da savaluto kavSiri wevri saxelmwifoebis ekonomikuri da savaluto politikis harmonizebis Sedegad Seiqmna. mTliani procesi ki erTiani valutis SemoRebiT dasrulda. maastrixtis xelSekrulebis Tanaxmad, ekonomikuri da savaluto kavSiris Seqmnamde wevrma saxelmwifoebma sami etapi gaiares: - pirveli etapi (1 ivlisi 1990 _ 31 dekemberi 1993) _ wevr saxelmwifoebs Soris kapitalis Tavisufali moZraoba, ekonomikuri politikis mWidro koordinacia da centralur (erovnul) bankebs Soris mWidro TanaSromlobis damyareba; - meore etapi (1 ianvari 1994 _ 31 dekemberi 1998) _ wevr saxelmwifoTa ekonomikuri da savaluto politikis urTierTTavsebadobis miRweva fasebis stabilurobisa da myari saxelmwifo finansebis uzrunvelsayofad; - mesame etapi (1 ianvari 1999) — Seiqmna evropis centraluri banki, dafiqsirda kursi evropul valutebs Soris da SemoRebul iqna erTiani valuta _ evro. evro 2001 wlis ianvramde mxolod nominalurad arsebobda. 2001 wlis dasawyisidan ki evrokavSiris im qveynebSi, romlebmac survili gamoTqves SemoeRoT erTiani valuta, mimoqcevaSi Semovida evros banknotebi. evrozo189 naSi gaerTianebuli saxelmwifoebis fulad politikas evropis centraluri banki warmarTavs, romlis umTavresi amocana fasebis stabilurobis SenarCunebaa. evrokavSiris ZiriTad miRwevad unda CaiTvalos xangrZlivi mSvidobis uzrunvelyofa wevr saxelmwifoebs Soris, romlebic CarTulni iyvnen sxvadasxva SeiaraRebul konfliqtebSi da demokratiuli Tanxmoba, romlis meSveobiT xorcieldeba saerTo miznebi. Savi zRvis ekonomikuri TanamSromlobis organizacia (BSEC) 1992 wlis 25 ivniss daarsda Savi zRvis auzis 11 qveynis (albaneTi, somxeTi, azerbaijani, bulgareTi, saqarTvelo, saberZneTi, moldova, rumineTi, ruseTis federacia, TurqeTi da ukraina) monawileobiT. 2004 wels organizacias miuerTda serbeTi. BSEC-is mTavar miznebs warmoadgens regionis ekonomikuri ganviTareba da stabiluroba, wevri qveynebis xalxis keTildReobis amaRleba da Savi zRvis sivrceSi demokratiuli procesebis xelSewyoba. saqarTvelo aRniSnuli organizaciis farglebSi TanamSromloba yvela ZiriTadi strategiuli procesis monawilea. damoukidebel saxelmwifoTa Tanamegobrobis (CIS) Sesaxeb gadawyvetileba miRebuli iqna ruseTis, belorusiis da ukrainis prezidentebis mier 1991 wlis bolos, rodesac miRebuli iqna SeTanxmeba sabWoTa kavSiris saboloo daSlis Sesaxeb. Semdgom mas SeuerTdnen yofili sabWoTa kavSiris respublikebi, baltiispireTis qveynebis garda. CIS-is Seqmna Tavdapirvelad politikuri motivebiT iyo nakarnaxevi. SemdgomSi ruseTma sakuTari interesebis ukeT ganxorcielebis mizniT wamoayena winadadeba ekonomikuri, safinanso da sakoordinacio institutebis Seqmnis Sesaxeb. 1993 wlis 24 seqtembers xelmowerili iqna xelSekruleba CIS-is qveynebs Soris ekonomikuri kavSiris Sesaxeb or doneze — saxelmwifos meTaurebsa da mTavrobis 190 meTaurTa Soris. es xelSekruleba miznad isaxavs saerTo ekonomikuri sivrcis etapobrivad Camoyalibebas sabazro ekonomikur principebze dayrdnobiT, yvela sameurneo subieqtis Tanabari SesaZleblobebisa da garantiebis, msxvili ekonomikuri proeqtebis realizaciis uzrunvelyofas. gaTvaliswinebulia saqonlis, kapitalis, momsaxurebisa da samuSao Zalis Tavisufali gadaadgileba, fulad-sakredito, sabiujeto, sagadasaxado, sagareo vaWrobis, fasebis, sabaJo da savaluto politikis urTierTSeTanxmeba, ekonomikuri moqmedebis meTodebis daaxloeba da sxva. wevrma qveynebma unda ganaxorcielon TavianTi sameurneo kanonmdeblobis unificireba. es RonisZiebani mimarTulia CIS-is qveynebSi mewarmeobis, ekonomikuri da samarTlebrivi pirobebis gaumjobesebisaken. aRsaniSnavia, rom 2009 wlis ivlisSi saqarTvelom datova damoukidebel saxelmwifoTa Tanamegobroba. 6.8. ekonomikuri integraciuli gaerTianebebi amerikaSi regionul doneze internacionalizaciis tendencia SeiniSneba msoflios TiTqmis yvela nawilSi. integraciul dajgufebaSi qveynis CarTvis mamoZravebeli Zala da motivi gansxvavebulia, magram ikveTeba saerTo niSnebi, romeliTac SeiZleba gamoaSkaravdes mocemuli procesebis ganviTarebis SesaZlebeli perspeqtivebi. mocemul qveTavSi ganxiluli iqneba globalizaciis da internacionalizaciis tendeciebi amerikaSi, iseTi ekonomikuri integraciuli dajgufebebis analizze, rogoricaa: CrdiloeT amerikis Tavisufali vaWrobis asociacia (NAFTA) da samxreT amerikuli saerTo bazari (MERCOSUR). NAFTA savaWro SeTanxmebaa, romelic xelmowerilia 1992 wels. igi gulisxmobs savaWro SezRudvebis TandaTa191 nobiT gauqmebas aSS-s, kanadas da meqsikas Soris moZrav saqonelsa da momsaxurebaze. SeTanxmeba Seqmnis Tavisufali vaWrobis efeqtian bloks CrdiloeT amerikis sami udidesi qveynis SigniT. kanada-amerikis SeTanxmeba Tavisufali vaWrobis Sesaxeb gaformda 1988 wels, xolo NAFTA-m gaafarTova am SeTanxmebis pirobebi Semdgomi wevrebis mozidvisTvis, kerZod, meqsikisTvis. NAFTA ratificirebuli iqna 1993 wels da Sevida ZalaSi 1994 wlis 1 ianvars. NAFTA—is ZiriTadi pirobebia tarifebis, sabaJo gadasaxadebis da sxva savaWro SezRudvebis TandaTanobiT Semcireba sam wevrs Soris, ramdenime tarifis daCqarebulad gauqmeba, danarCenis ki _ 15 wlis ganmavlobaSi. NAFTA garantias aZlevs sabaJo xarjebis gareSe Semoitanon misi wevrebisTvis sawarmoo da samomxmareblo saqonlis farTo asortimenti. NAFTA amyarebs principebs da mimarTulebebs, romelzec dafuZnebulia qveyanaTaSorisi SeTanxmebebi. integracia valdebulebas iRebs xeli Seuwyos samive qveyanas dasaqmebasa da ekonomikur zrdaSi, savaWro da sainvesticio SesaZleblobebis gafarToebaSi da, agreTve, globalur bazarze aSS-is, kanadis da meqsikis konkurentunarianobis amaRlebaSi. NAFTA-s organizaciuli struqtura Semdegi saxisaa: centralur instituts warmoadgens komisia Tavisufali vaWrobis Sesaxeb, romelSic Sedian warmomadgenlebi ministrebis doneze samive monawile qveynidan. komisia Tvalyurs adevnebs SeTanxmebis moqmedebas da mis Semdeg muSaobas, exmareba integraciis dros aRmocenebuli davebis gadaWras. amasTan, Tvalyurs adevnebs 30-ze met komitets da samuSao jgufs. ministrebi SeTanxmdnen, rom komisias muSaobaSi daexmareboda NAFTA-is koordinirebuli samdivno, romelic Seiqmna 1997 wlis bolos meqsiko sitiSi. samdivno mi192 marTulia emsaxuros NAFTA-s muSaobas da Seasrulos momuSave samdivnos roli komisiasTan. NAFTA-is normebis cxovrebaSi gatarebis efeqtiani ganxorcielebisa da maTi administrirebisaTvis Seiqmna 30-ze meti samuSao jgufi da komiteti. isini muSaoben iseT sakiTxebze, rogoricaa: saqonlis warmomavloba, sabaJo, soflis meurneobis saqonliT vaWroba da subsidiebi am ekonomikur sferoSi, saqonlis standartizacia, saxelmwifo Semotanebi da saqmiani adamianebis gadaadgileba sazRvargareT. es samuSao jgufebi da komitetebi yovelwliurad warudgenen angariSs komisias. CrdiloeT amerikaSi ganxorcielebuli vaWrobis umetesi nawili warmoebs gamWirvaled, NAFTA-is mier mkacrad gansazRvruli normebiT, vaWrobis msoflio organizaciis (WTO-vmo-is) Sesabamisad. NAFTA Seqmnisas potenciurad iTvaliswinebda gafarToebas axali monawileebis SeerTebis xarjze. ukve gawevrianebuli qveynebi emyarebian im pozicias, rom wevroba unda iyos Ria yvela qveynisTvis. politikuri xasiaTis argumentebis garda, SeTanxmebis yovel monawile qveyanas gaaCnia NAFTA-Si monawileobis sakuTari ekonomikuri mizezi. amerikeli eqspertebis azriT, eqsportis gazrda gamoiwvevs samuSao adgilebis gazrdas (es gaTvlebi ukve gamarTlda, miuxedavad SedarebiT mokle periodisa). did imedebs amyareben meqsikis teritoriaze Sromatevadi, masalatevadi da sxva ZviradRirebuli warmoebis gatanis procesze, ramac mniSvnelovnad unda imoqmedos danaxarjebis Semcirebaze da aqedan gamomdinare, aamaRlos amerikuli saqonlis konkurentunarianoba. amerikeli politologebi da ekonomistebi Tvlian, rom NAFTA Tavisebur tramplinad iqceva laTinur amerikis qveynebis ekonomikaSi ufro Rrmad SeRwevisaTvis. NAFTA-is Taviseburebas warmoadgens is, rom moicavs did teritorias 444 mln mosaxliT, romelic awar193 moebs 17 trilioni dolari Rirebulebis saqonelsa da momsaxurebas28 da aqvs Zlieri ekonomikuri potenciali, gansakuTrebiT aSS-is daxmarebiT. CrdiloeT amerikul integracias gaaCnia asimetriuli xasiaTi (asimetria ganviTarebasa da asimetria intensiur savaWro-ekonomikur urTierTobaSi), radgan, erTi mxriv, SeTanxmeba dades iseTma ganviTarebulma qveynebma, rogoricaa aSS da kanada, xolo meore mxriv — meqsikam, romelsac gaaCnia didi ekonomikuri da demografiuli potenciali, magram miekuTvneba ganviTarebad qveynebs. garda amisa, Tavisi potencialiT samxreTeli partniorebi mravaljer CamorCebian aSS-s. kanadis ekonomika mWidrod aris dakavSirebuli aSSTan. aSS-is wili kanadis sagareo-savaWro brunvaSi Seadgens daaxloebiT 70%-s da piriqiT, kanadis wili 20%-s. kanadis mTavroba Tvlis, rom NAFTA-Si monawileoba SesaZleblobas miscems ufro efeqtianad awarmoos mecnierebadtevadi produqcia, aamaRlos Semosavali, radgan Sromis anazRaureba kanadaSi ufro maRalia, vidre partnior qveynebSi. agreTve aRsaniSnavia, rom kanadaSi arsebobs aSS-Tan integraciis gaRrmavebis bevri mowinaaRmdege, radgan amerikuli firmebi kanadaSi Zalian agresiulni arian da arsebobs ramdenime dargSi nacionaluri kontrolis dakargvis gansazRvruli saSiSroeba. kanadelebis SiSi gasagebia kidev imitom, rom jer-jerobiT ar aris Seqmnili Zlieri iuridiuli institutebi, romelic gaakontrolebda ekonomikur procesebs. NAFTA-sTan aSS-is saqonliT da momsaxurebiT vaWrobis moculobam 2007 wels 1 trilioni dolari Seadgina. aqedan eqsporti 452 miliardi, xolo importi 568 miliardi aSS dolari iyo. Sesabamisad, deficiti — 116 miliardi aSS dolari. 28 http://www.ustr.gov/trade-agreements/free-trade-agreements 194 NAFTA-sTan 2008 wels aSS-is saqonliT da momsaxurebiT vaWrobis moculoba 967 miliard dolaramde Semcirda, Tumca kanada da meqsika aSS-is mTavar savaWro partniorTa rigSi arian. savaWro balansis deficitic 0,1 procentiT dauaresda. NAFTA-sTan aSS-is momsaxurebiT vaWrobis balansi dadebiTia da 2007 wels 26,5 miliardi aSS dolari Seadgina. aSS-is pirdapiri ucxouri investiciebi NAFTA-is qveynebSi 2006 welTan SedarebiT 2007 wels 11,3 procentiT gaizarda da 348,7 miliardi aSS dolari Seadgina. pirdapiri ucxouri investiciebi ganxorcielda mrewvelobis, safinanso, arasabanko seqtoris kompaniebsa da mompovebel mrewvelobaSi. NAFTA-is qveynebis investiciebma aSS-Si 2007 wels 219,2 miliardi aSS dolari Seadgina, rac 21,4 pricentiT maRalia wina welTan SedarebiT. aRniSnuli investiciebi ganxorcielda safinanso, mrewvelobis da sabanko sferoSi29. didi imedebi gaaCnia NAFTA-Tan dakavSirebiT meqsikas. integraciul dajgufebaSi gawevrianebiT igi elodeba daaCqaros Tavisi ganviTarebis tempi, gaataros reformebi da ukve 10-15 wlis Semdeg dauaxlovdes Tavisi ganviTarebis doniT industriulad ganviTarebul qveynebs. miRebul iqna gadamwyveti RonisZiebebi kapitalis moZraobis liberalizaciisaTvis, daiwyo misi Semodineba, gaizarda ucxouri investiciebis moculoba. amavdroulad, arsebobs saSiSroeba, rom meqsikur kompaniebs gauZneldebaT Seakavon CrdiloeT mezoblebis zewola, gansakuTrebiT soflis meurneobaSi, sadac SeiZleba aRmocendes seriozuli problemebi. realurad jer-jerobiT Znelia SevafasoT NAFTA-s efeqtianoba, radgan gasulia Zalian cota dro, magram 29 statisitikuri mimoxilva momzadda http://www.ustr.gov/tradeagreements/free-trade-agreements veb-misamarTis informaciaze dayrdnobiT. (3/18/2010) 195 ukve axla TvalsaCinoa ramdenime samxreT amerikuli qveynis miswrafeba SeuerTdnen am ekonomikur dajgufebas. 1993 wlidan 2005 wlamde periodSi NAFTA-s wevrebs Soris vaWroba gaizarda 173%-iT 297 miliardi aSS dolaridan 810 miliard aSS dolaramde30. xolo momavalSi SesaZloa NAFTA-is gafarToeba, magram aucilebelia Seiqmnas gansazRvruli organizaciuli struqturebi da SemuSavdes TanamSromlobis meqanizmi. Tanamedrove periodSi laTinuri amerika imyofeba meore adgilze msoflioSi yvelaze swrafad ganviTarebad regionebs Soris. gaeros ekonomikuri komisiis eqspertebis SefasebiT laTinur amerikis da karibis auzis rigi saxerlmwifoebi — argentina, brazilia, meqsika, Cile da venesuela — Tavisi ekonomikuri potencialiT miuaxlovdnen ganviTarebuli qveynebis dones. MERCOSUR — umsxvilesi dajgufebaa samxreT amerikaSi. masSi Sedian argetina, brazilia, paragvai da urugvai, xolo asocirebuli wevrebis saxiT — Cile da bolivia. MERCOSUR-Si formalurad Sesvlas apireben sxva samxreTamerikuli saxelmwifoebi: venesuela, kolumbia, peru da ekvadori. gaerTianeba moicavs 21 mln kv. km teritorias 210 mln-iani mosaxleobiT da mSp-is jamuri moculoba uaxlovdeba 1 trilion dolars (2004 wlis monacemebi). igi evrokavSiris, NAFTA-s da iaponiis Semdeg meoTxe udidesi ekonomikaa msoflioSi31. es aris laTinuri amerikis teritoriis TiTqmis 60%, mosaxleobis 46% da mSp-is daaxloebiT 50%. 2007 wlisTvis mosaxleoba 240 milionamde gaizarda, xolo mSp-m 1,3 trilioni aSS dolari Seadgina. 30 International Business, The Challenge of Global competition, Ball, McCulloch, Geringer, Minor,McNett,11-th ed. 2008 31 M. Lueugeli, Regional Economic Integration, The MERCOSUR Case, London Metropolitan University, Political and Economical Environment of International Business, May 2004, p.4 196 MERCOSUR-i mTlianad samxreT amerikuli eqsportis da importis 50%-s axorcielebs32. gaerTianebuli bazris Seqmnis pirvel nabijs warmoadgens SeTanxmeba Tavisufal vaWrobaze, romelic xelmowerilia argentinisa da braziliis mier 1986 wels. 1990 wels am SeTanxmebas SeuerTdnen paragvai da urugvai. integraciuli procesebis xelmZRvanelobisTvis Seqmnili iqna mmarTvelobis nacionaluri organoebi: saerTo bazris sabWo sagareo saqmeTa ministrebis SemadgenlobiT; Semsrulebeli organo — saerTo bazris jgufi, moqmedi mudmivad, Stab-bina montevideoSi; 10 teqnikuri komisia, romelic eqvemdebareba saerTo bazris jgufs. mis funqciebSi Sedis sagareo vaWrobis, sabaJo regulirebis, teqnikuri normebis, savaluto-safinanso da makroekonomikuri politikis, saxmeleTo da sazRvao transportis, samrewvelo teqnologiis, soflis meurneobisa da energetikis sakiTxebi. tardeba RonisZiebebi monawile-qveynebs Soris savaWro konfliqtebis gadasaWrelad specialuri tribunalis Sesaqmnelad. 1994 wels xelmowerili SeTanxmebis Sesabamisad 1995 wlis 1 ianvridan MERCOSUR gadavida ufro maRal integraciul doneze: Tavisufali vaWrobis zonidan sabaJo kavSirze. Sigazonur vaWrobaSi yvela monawilesaTvis SemoiReba erTiani sagareo sabaJo tarifi mesame qveynidan Semotanil produqciaze (importze baJebis done calkeuli saqonelisaTvis meryeobs 0 dan — 20%mde). 1997 wlisTvis erTiani tarifi SemoRebuli iyo daaxloebiT sasaqonlo nomenklaturis 85%-saTvis. danarCenisTvis gansazRvrulia gardamavali periodi 5-10 wlis vadiT, romlis ganmavlobaSi qveynebma, Sesabamisad, unda awion an Seamciron tarifebi erTian donemde. es pirvel rigSi exeba kapitaltevad saqonels da informatikisa da telekomunukaciis saSualebebis produqtebs. mesame qveynidan Se32 Ivana Termansen, harmonization of Mercosur statistics,IFC Bulletin, No 32, p.59 197 motanil kapitaltevad saqonelze saimporto baJi Seadgens MERCOSUR-is monawileebisaTvis 14%-s. droebiTi gamonaklisebi erTiani sagareo sabaJo tarifebidan gavrceldeba ramdenime saqonelze. argetinisTvis — es ari tansacmeli, Savi da feradi liTonebi, qaRaldi; braziliasa da urugvaisTvis — rZe da rZis produqtebi; paragvaisTvis — Saqari da a.S. yvela qveynisTvis aseTi gamonaklisebis sia Seadgens 300-450 pozicias. rac Seexeba Sigazonur saqonels, baJebisagan Tavisufldeba 90%-ze meti adgilobrivi warmoebis saqoneli. am kategorias miekuTvneba is produqtebi, sadac ,,erovnuli komponenti~ Seadgens saSualod aranakleb 60%-s, xolo kapitaluri saqonelisaTvis — 80%-s33. MERCOSURis umsxvilesi savaWro partniorebi arian evrokavSiri (21%) da NAFTA(20%)34. MERCOSUR-is msxvili samrewvelo kompaniebi CarTuli arian integraciul procesebSi. kooperacia da TanamSromloba, urTierTinvesticiebi mniSvnelovanad gavrcelda manqanaTmSeneblobis dargebsa da metalurgiaSi. arsebobs uamravi SeTanxmeba, romlis farglebSi xorcieldeba teqnologiebis gacvla da gamoSvebuli produqciis nomenklaturis gafarToeba. integraciam da investiciurma TanamSromlobam mniSvnelovan dones miaRwia energetikaSi. 1993 wels SeTanxmebuli principebiT xorcieldeba monawile-qveynebis prioritetuli dakmayofileba energomatareblebiT. sruldeba masStaburi erToblivi proeqtebi: samxreT argetinaSi msxvili gazis sabadoebis aTvisebis da CrdiloeT braziliis Statebis sawvaviT momaragebisTvis gazgayvanilobis mSenebloba. agreTve, realizdeba MERCOSURis monawile qveynebis energosistemebis gaerTianebis gegma. 33 Лавут А.А. Меркосур и пути интеграции в Латинской Америке (Экономика)/Латинская Америка. 1996 №7 ст.146 34 Ivana Termansen, harmonization of Mercosur statistics,IFC Bulletin, No 32, p.64 198 Sigazonuri vaWroba da TanamSromloba mrewvelobaSi yovelTvis viTardeboda paralelurad. integraciul procesebSi orive seqtoris interesebis mWidro kavSiris erT-erTi mniSvnelovani mizezia regionuli sasaqonlo brunvis dinamikuroba. integraciuli procesi moicavs agreTve humanitarul sferos. dadebulia SeTanxmeba dawyebiTi da saSualo ganaTlebis atestatebis, diplomebis da sxva pasportebis urTierTaRiarebis Sesaxeb. mniSvnelovnad gamartivebulia MERCOSUR-is teritoriaze fizikuri pirebis gadaadgilebisaTvis formaluroba. rac Seexeba SromiT urTierTobebs, asunsonis SeTanxmebis Tanaxmad, amoqmedda principi samuSao Zalis Tavisuflad gadaadgilebis Sesaxeb MERCOSUR-is qveynebSi da amgvarad Seiqmna 210 mln-ze meti adamianuri resursis tevadobis Sromis bazari. regionis yvela qveyana dgas iseT problemis winaSe, rogoricaa umuSevroba, samuSao Zalis gaiafeba da ,,socialuri dempingi~. MERCOSUR-Si gaerTianebulni saxelmwifoebi gansxvavdebian ara marto ekonomikuri ganviTarebiT, aramed tradiciiT, kulturiT, demografiiT da mosaxleobis ganaTlebis doniT, rac ra Tqma unda, zegavlenas axdens integraciis socialur aspeqtze, upirveles yovlisa, axali Sromis bazarze. yvela qveyanas gaaCnia specifikuri Sromis bazari: urugvaisTvis damaxasiTebelia mosaxleobis ganaTlebis maRali done da samuSao Zalis emigraciis tradicia; argentinisTvis, piriqiT, damaxasiaTebelia imigracia; paragvai gansxvavdeba soflis meurneobis mosaxleobis maRali wiliT da Sesabamisad arakvalificiuri samuSao ZaliT; brazilias, MERCOSURis ekonomikuri liders, gaaCnia axali samuSao adgilebis Seqmnis potenciali. mTlianobaSi samxreTamerikeli eqspertebi MERCOSUR-s warmatebul momavals uwinaswarmetyveleben. monawile qveynebis ganviTarebis gzaze dasaZlevia sirTuleebi da winaaRmdegobebi, mniSvnelovania gansxva199 veba ekonomikur potencialSi, SesarCevia sabazro meqanizmTan saxelmwifos maregulirebeli rolis optimaluri Serwymis varianti, romelic laTinuri amerikis regionis specifikis Sesabamisi iqneba. aqve aRsaniSnavia idea panamerikuli Tavisufali vaWrobis zonis Seqmnis Sesaxeb, romlis iniciatoric aris aSS da mxars uWers kontinentis udidesi qveyana — brazilia. misi saboloo mizani msoflioSi yvelaze didi saerTo bazris formirebaa, romelic moicavs qveynebs ukve arsebuli subregionuli dajgufebebis bazaze. kontinentis sxva integraciuli gaerTianebebis ricxvidan SeiZleba gamovyoT: • andis paqti (bolivia, venesuela, kolumbia, peru da ekvadori). gaTvaliswinebulia am organizaciis transformacia andis integraciul gaerTianebad. • centraluramerikuli saerTo bazari (gvatemala, hondurasi, kosta-rika, nikaragua da salvadori). formirebulia Tavisufali vaWrobis zona, ganixileba baJebis likvidacia blokis SigniT da gansazRvrulia sabaJo tarifebis SemoReba mesame qveynis mimarT. • karibuli Tanamegobroba (karibis auzis 14 inglisurenovani qveyana) — sakmarisad ganviTarebuli integraciuli jgufia, gaaCnia rigi saerTo sagareo tarifebi. 6.9. ekonomikuri integraciuli gaerTianebebi aziaSi bolo periodSi Zalas ikrebs integraciuli procesebi aRmosavleT aziaSi. azia-wynari okeanis regionSi dReisaTvis ramdenime integraciuli dajgufeba funqcionirebs, romelTagan mniSvnelovania: azia-wynari okeanis 200 ekonomikuri gaerTianeba (APEC) da samxreT-aRmosavleT aziis saxelmwifoTa asociacia (ASEAN). aRmosavleT aziaSi ekonomikuri integraciis ganviTarebis perspeqtivebi mWidrod aris dakavSirebuli azia-wynari okeanis ekonomikuri gaerTianebis CamoyalibebasTan. APEC aris samTavrobaTaSoriso organizacia, romelic aerTianebs regionis 21 saxelmwifos. APEC Seiqmna 1989 wels avstraliis iniciativiT wynari okeanis auzSi ekonomikuri TanamSromlobis ganviTarebis mizniT. Tavdapirvelad igi aerTianebda 12 saxelmwifos: avstralia, brunei, kanada, indonezia, iaponia, malaizia, axali zelandia, filipinebi, singapuri, samxreT korea, tailandi da amerikis SeerTebuli Statebi. momdevno wlebSi mas SeuerTdnen CineTi, honkongi, taivani, meqsika, Cile, papua—axali gvinea, xolo 1998 wels — vietnami, peru da ruseTi. APEC-s formalurad gaaCnia sakonsultacio statusi, magram masSi moqmedi organoebis farglebSi xorcieldeba vaWrobis, sainvesticio da finansuri saqmianobis warmoebis regionuli wesebis Camoyalibeba. tardeba agreTve ama Tu im sferoSi dargebis ministrebisa da eqspertebis Sexvedrebi TanamSromlobis sakiTxebis gadawyvetis Sesaxeb. azia-wynari okeanis regionSi integraciuli procesebis Taviseburebebis ricxvs SeiZleba mivakuTvnoT Semdegi: • pirveli, integraciuli procesebi APEC-Si mimdinareobs transnacionaluri kompaniebis mniSvnelovani gavleniT, rac qmnis safuZvels saxelmwifoTaSorisi TanamSromlobisTvis. es vlindeba arasamTavrobo regionuli ekonomikuri organizaciebis CamoyalibebaSi, rogorebicaa wynari okeanis ekonomikuri sabWo (1967 weli) da wynari okeanis ekonomikuri TanamSromlobis sabWo (1980 weli). 201 • • • 202 meore, integraciuli procesi moicavs iseT qveynebs, romelTac gaaCniaT mniSvnelovnad gansxavavebuli ekonomikuri ganviTarebis done, gansxvavebuli kultura da socialur-politikuri sistema. APEC-is unikaluri roli mdgomareobs imaSi, rom masSi gaerTianebulia me-20 saukunis ori ekonomikurad udidesi qveyana — aSS da iaponia, agreTve 21-e saukunis ekonomikuri giganti — CineTi. rac Seexeba iaponias, APEC warmoadgens erTaderT integraciul gaerTianebas, sadac gawevrianebulia es qveyana. aucilebelia avRniSnoT is faqtic, rom APEC-Si Sedian CrdiloeT koreis respublika da taivani, romelTa Soris rTuli urTierToba moiTxovs xelsayrel sagareo pirobebs. mesame, integracia azia-wynari okeanis regionSi moicavs subregionul ekonomikur kavSirebs (ASEAN, NAFTA, samxreT-wynari okeanis forumi da a.S.) e.i. uSvebs sxvadasxva donis integracias, magaliTad sagareo vaWrobis liberalizaciis donis mixedviT. meoTxe, wynari okeanis ,,Ria regionalizmis~ ideologia ixilavs regionul integracias, rogorc ekonomikuri globalizmis elements. amasTan erTad, msoflio ekonomikis evolucia vlindeba, rogorc TandaTanobiTi gaerTianebis da regionuli ekonomikuri kavSirebis urTierTSeWris procesi. ,,Ria regionalizmis~ koncefcia gulisxmobs, agreTve, rom wynari okeanis regionis SigniT moixsneba SezRudvebi saqonlis, kapitalis, samuSao Zalis moZraobaze, miiReba valdebulebebi proteqcionizmis uaryofis mimarT, stimulirdeba Sigaregionuli ekonomikuri kavSirebi. APEC-is ganviTarebis perspeqtivebi da integraciuli procesebi am organizaciis farglebSi momdevno wlebisTvis ixileba sam variantad: pirveli — APEC-is ganviTareba ganxorcieldeba bogorSi miRebuli scenariT (1994, indonezia). mis Sesabamisad Seiqmneba Tavisufali vaWrobis zona da moxdeba investiciuri sferos liberalizacia 2020 wlamde (industriulad ganviTarebuli qveynebisTvis 2010 wlamde), agreTve sabaJo tarifebis Semcireba ganxorcieldeba GATT/WTO-s farglebSi miRebuli SeTanxmebis Sesabamisad. meore — rogorc specialistebi Tvlian, yvelaze SesaZlebeli variantia, APEC-s mieniWos forumis funqcia regionSi savaWro problemebis gadasawyvetad. am SemTxvevaSi warmoiqmneba dava ukve arsebuli SeTanxmebebis Sesrulebis mimdinareobis Sesaxeb, rac gamoiwvevs organizaciis dasustebas. am pirobebSi gaizrdeba sxva regionuli integraciuli dajgufebebis roli, iqidan gamomdinarec, rom zogierTi qveynis wili subregionul gaerTianebebSi SedarebiT maRalia da isini SeiZleba iqcnen mTlianad regionSi integraciuli procesebis daCqarebulad ganviTarebis Tavisebur RerZad. ase arsebobs ,,zrdis samkuTxedi~ — samxreT CineTis ekonomikuri zona (koreis respublika, honkongi, taivani); ,,zrdis oqros samkuTxedi~ (indonezia, malaizia, singapuri); iaponiis zRvis auzis qveynebis ekonomikuri zona; indoCineTis ekonomikuri zona. mesame varianti ar gamoricxavs proteqcionistuli ganwyobilebebis ganaxlebas aSS-Tan da evrokavSirTan, rac Seaferxebs msoflio vaWrobis liberalizacias da SeiZleba SezRudos integraciuli procesebi aziuri qveynebis farglebSi. 30 wlis ganmavlobaSi warmatebulad moqmedebs samxreT-aRmosavleT aziis qveynebis asociacia (ASEAN), romelSic Sedis erT-erTi aziuri ,,drakoni~—singapuri, agreTve, axali industriuli qveynebis ,,axali talRa~—ma203 laizia, indonezia, tailandi, brunei da filipinebi. am jgufis farglebSi urTierTTanamSromlobis warmateba mWidrod ukavSirdeba ASEAN-is umetesi monawile qveynis ekonomikuri zrdis maRal temps, agreTve, maTi ganviTarebis Tanabar doneebs, adreuli istoriuli tradiciebiT damyarebul urTierTsavaWro kavSirebs da TanamSromlobis daregulirebul formebs. ASEAN Seiqmna 1967 wels bangkokis deklaraciis xelmoweris Semdeg da misi mizania wevri-qveynebis socialur da ekonomikur ganviTarebaze zemoqmedeba, mrewvelobisa da soflis meurneobis dargebSi TanamSromloba, erToblivi samecniero-kvleviTi samuSaoebis Catareba da a.S. 1976 wels miRebuli iqna SeTanxmeba samxreT-aRmosavleT aziis qveynebis megobrobisa da TanamSromlobis Sesaxeb da ASEAN-is deklaracia. asociaciis farglebSi TanamSromloba xorcieldeba aRniSnuli dokumentebis safuZvelze. ASEAN-is umaRles organos warmoadgens saxelmwifos da mTavrobis meTaurTa konferencia, romelic 3 weliwadSi erTxel tardeba, xolo centraluri xelmZRvaneli organoa sagareo saqmeTa ministrebis yovelwliuri Sexvedra. ASEAN-is farglebSi ramdenime specializebuli dawesebuleba funqcionirebs, rogoricaa sanaosno asociacia, sabanko sabWo, safinanso korporacia da a.S. ASEAN-is samdivnos generaluri mdivani xelmZRvanelobs, romelic sam weliwadSi erTxel iniSneba. ASEAN-ma 2000 wlisTvis sabaJo barierebi Seamcira wevr-qveynebs Soris, saSualod 5%-mde 38 aTasi dasaxelebis saqonelisaTvis. dagegmilia TanamSromlobis gaZliereba usafrTxoebis, finansebis, telekomunikaciebis, turizmis, ekologiis, soflis meurneobis, transportis da jandacvis sferoebSi. politikis TvalsazrisiT navaraudevia mSvidobis, Tavisuflebis da neitralitetis regionis Camoyalibeba, TanamSromlobis gaRrmaveba av204 straliasTan, kanadasTan, evrogaerTianebasTan, iaponiasTan, samxreT koreasTan da aSS-Tan. integraciisken miswrafeba, mWidro urTierTTanamSromlobis survili SeiniSneba sparseTis yuris arabul qveynebs Soris. 1981 w. Seiqmna da funqcionirebs rigi arabuli qveynebis TanamSromlobis sabWo, romelic aerTianebs saudis arabeTs, kuveits, katars, bahreins, arabTa gaerTianebul saemiroebs da omans (,,navTobis Svideuli~). 1992 w. Seiqmna centraluri aziis saxelmwifoTa ekonomikuri TanamSromlobis organizacia, misi Seqmnis iniciatorebi arian irani, pakistani da TurqeTi. es organizacia, damaarsebelTa azriT, unda gaxdes momavali centraluri aziis saerTo bazris pirvelsaxe, romelmac unda moicvas damoukidebel saxelmwifoTa Tanamegobrobis musulmanuri saxelmwifoebic: Sua aziis qveynebi, yazaxeTi da azerbaijani. 6.10. ekonomikuri integraciuli dajgufebebis Camoyalibebis perspeqtivebi afrikaSi afrikis saxelmwifoebi integraciuli procesebis ganviTarebas cdiloben TavianT kontinentze. 1989 w. afrikis kontinentis CrdiloeT nawilSi Seiqmna arabuli qveynebis, alJiris, libiis, mavritaniis, marokos da tunisis gaerTianeba. xelSekruleba am kavSiris Sesaxeb iTvaliswinebs farTomasStabian ekonomikur TanamSromlobas regionuli integraciis doneze. magram CrdiloeT afrikis regioni warmoadgens xuT nacionalur sazRvrebSi Caketil, erTimeorisagan gancalkevebul bazars. ekonomikuri integraciisaken sxva afrikul saxelmwifoTa miswrafeba niSnavs CamorCenili, erTmaneTTan ekonomikuri kavSiris armqone qveynebis mcdelobas afrikis calkeul subregionSi Seqmnan Sesaferisi pirobebi 205 mrewvelobis ganviTarebisTvis, romelic orientirebuli iqneba Sida bazris ZiriTadi moTxovnilebebis dakmayofilebaze. ayalibeben ra ekonomikur da sabaJo kavSirebs, afrikis saxelmwifoebi gegmavdnen makoordinirebeli politikis safuZvelze ganeviTarebinaT urTierTSoris ekonomikuri kavSirebi. afrikaSi integraciuli procesebis praqtika, romelic afrikis saxelmwifoTa meTaurebis TanamSromlobas gulisxmobs, gviCvenebs, rom Raribi da CamorCenili qveynebis ekonomikuri TanamSromloba, tradiciuli formiT, ar iZleva siRaribis mojadoebuli wridan gamosvlis saSualebas, ar uzrunvelyofs sagrZnob progress. miuxedavad yovelive amisa, afrikis saerTo bazris idea isev popularulia kontinentze. prioritetuli moTxovnilebis gaTvaliswinebiT sul ufro didi yuradReba eniWeba afrikuli ekonomikuri Tanamegobrobis etapobrivad Seqmnis Sesaxeb SeTanxmebis realizacias, romelic ZalaSi Sevida 1994 wlis maisSi. 6 etapiT igegmeba Seqmnas afrikuli ekonomikuri Tanamegobroba 34 wlis ganmavlobaSi. amasTan, radgan Tanamegobrobis mTavar elements warmoadgens ukve arsebuli subregionuli dajgufebebi, kerZod: dasavleT afrikuli saxelmwifoebis ekonomikuri Tanamegobroba; aRmosavleT da samxreT afrikis saerTo bazari; samxreT afrikis ganviTarebis Tanamegobroba; centraluri afrikis sabaJo da ekonomikuri kavSiri, 20 wlis ganmavlobaSi upirvelesad yuradReba unda mieqces maTi SeTanxmebuli saqmianobis ganmtkicebas da gaZlierebas. dasavleT afrikaSi SeimCneva dasavleT afrikis saxelmwifoebis ekonomikuri Tanamegobrobis saqmianobis aqtiuroba, romlis mizania regionSi saerTo bazris etapobrivi Camoyalibeba. dasavleT afrikis ekonomikuri Tanamegobroba Seiqmna 1975 wels. mis SemadgenlobaSi Sedis 16 saxelmwifo. ivlisSi 1995 wels, me-18 samitze gamocxadda ganaxlebuli SeTanxmebis ZalaSi Sesvlis Sesa206 xeb, romelzec am subregionis rigi saxelmwifoebi mTel imedebs amyarebdnen: TanamSromlobis Semdgomi gaaqtiurebis da integraciis gaRrmavebis, kerZod, SeTanxmebebis realizaciis gziT, adamianebis da saqonlis Tavisufali gadaadgilebis, vaWrobisa da satransporto qselis ganviTarebis, erTiani parlamentis da erToblivi tribunalis Seqmnis, erTiani valutis SemoRebis Sesaxeb. Tanamegobrobis gegmebis Sesruleba siZneleebTan aris dakavSirebuli, rac ganpirobebulia saxelmwifoebis ekonomikuri ganviTarebis doneTa gansxvavebiT, maTi araerTgvarovani damokidebuleba ekonomikuri, finansuri, savaWro da sxva amocanebis gadasaWrelad samTavrobo da sabazro meqanizmebis gamoyenebis Taobaze. am dajgufebis efeqtianobis amaRlebas mniSvnelovnad aferxebs metoqeoba frangul da inglisurenovan qveynebs Soris da maTi mWidro damokidebuleba Zvel metropoliebze, agreTve Siga problemebi nigeriaSi, romelic warmoadgens integraciuli procesebis ,,lokomotivs~ dasavleT afrikaSi. 1993 wlis noemberSi q. kampalaSi (uganda) xelmowerili iqna SeTanxmeba, rom preferenciuli vaWrobis zona modificirebuliyo aRmosavleT da samxreT afrikis saerTo bazrad, romlis gegmebSi iyo 2000 wlisTvis saerTo bazrisa da 2020 wlisTvis savaluto kavSiris formireba, ekonomikur, iuridiul da administraciul sferoSi TanamSromloba. saerTo bazris Seqmnis idea iTvaliswinebda samxreT afrikis ganviTarebis Tanamegobrobisa da preferenciuli vaWrobis zonis Serwymas, magram 1994 wlis agvistoSi samitze miiRes gadawyvetileba ori organizaciis— samxreT da aRmosavleT afrikis saerTo bazrebis daarsebis Sesaxeb. amasTan, saerTo bazris Camoyalibeba am afrikul regionSi gaZnelebulia imiT, rom qveynebs Soris mniSvnelovani gansxvaveba SeiniSneba ekonomikur ganviTarebaSi; politikuri mdgomareoba da savalutosafinanso sfero arastabiluria. 207 samxreT afrikis ganviTarebis Tanamegobroba — 1992 wlis konferenciis bazaze Seqmnili politikur-ekonomikuri regionuli blokia, romelic Seexeboda 1980 wlidan moqmed samxreT afrikis qveynebis ganviTarebis koordinacias. am droisTvis gaerTianebaSi Sedis 12 saxelmwifo. damfuZnebelTa CanafiqriT TanamSromlobis ganviTareba unda midiodes ,,moqnili geometriis~ principiT da integraciuli procesebis gansxvavebuli tempebiT, rogorc calkeul qveynebs Soris, aseve qveynebis jgufebs Soris Tanamegobrobis SigniT. am droisTvis TanamegobrobaSi iReben zomebs yvelasaTvis misaRebi investiciuri klimatis, sagadasaxado da sabaJo kanonmdeblobis TandaTanobiT unifikaciis Sesaxeb. integraciuli procesebi samxreT afrikaSi mimdinareobs Znelad, xvdeba obieqturi da subieqturi xasiaTis barierebi. regionSi, sadac ganlagebulia SedarebiT perspeqtiuli qveynebi, SenarCunebulia seriozuli gansxvavebebi ekonomikur da socialur ganviTarebaSi, Siga da sagareo prioritetebSi, rasac xSirad emateba saxelmwifo liderebis kerZo ambiciebi. ra Tqma unda, subregionuli ganviTarebis xasiaTi bevrad ganisazRvreba samxreT afrikis respublikis poziciebiT, romelic ekonomikurad yvelaze Zlieri qveyanaa regionSi. Secdoma ar iqneba Tu vityviT, rom saerTo bazris transformacia realur mtkice integraciul dajgufebad moiTxovs gansazRvrul dros. centralur afrikaSi ekonomikuri integraciis TvalsazrisiT met-naklebad dinamikurad viTardeba centraluri afrikis sabaJo da ekonomikuri kavSiri, romlis SemadgenlobaSia 6 qveyana. 30 wlis arsebobisas Sidaregionuli vaWroba gaizarda 25-jer, SemoRebulia erTiani sagareo sabaJo tarifi, erToblivi monawileobis safuZvelze ,,franguli frankos zonaSi~ Seqmnilia centraluri afrikis savaluto kavSiri. misi centraluri institutia centraluri afrikis saxelmwifoebis banki. sabaJo da 208 ekonomikuri kavSiris farglebSi moqmedebs sakredito TanamSromlobis organoebi: centraluri afrikis saxelmwifoebis ganviTarebis banki da solidarobis fondi. mocemuli ekonomikuri dajgufebebis ganviTarebis problemebs unda mivaweroT ekonomikuri ganviTarebis gansxvavebuli done, nacionaluri ekonomikebis erTsaxovneba da susti diversifikacia, infrastruqturis ganuviTarebloba, rig qveynebSi politikuri arastabiluroba. ganviTarebadi qveynebis TanamSromlobaze, maT integraciisadmi miswrafebaze laparakisas mxedvelobaSi unda miviRoT, rom realuri integraciuli procesebi jer-jerobiT sustia da gansxvavdeba erTmaneTisagan xasiaTiT, mamoZravebeli faqtorebiT, ganviTarebis tempiT. ganviTarebadi qveynebis umravlesoba praqtikulad imyofeba integraciuli procesebis gareT. ganviTarebadi qveynebis ekonomikuri TanamSromloba warmoadgens mxolod realuri integraciuli procesebis mosamzadebel safexurs. sakontrolo kiTxvebi: 1. CamoayalibeT saerTaSoriso ekonomikuri organizaciis klasifikaciis maCveneblebi; 2. daaxasiaTeT gaeros sistema da funqcionirebis meqanizmi; 3. ra miznebi aqvs ekonomikuri TanamSromlobisa da ganviTarebis organizacias? 4. axseniT vaWrobis msoflio organizaciis ZiriTadi dokumentebis Sinaarsi da saerTaSoriso vaWrobis maregulirebeli reJimebi. 5. CamoayalibeT evrokavSiris integraciis Taviseburebebi evoluciis calkeul etapebze. 209 6. gaaanalizeT saqarTvelos monawileobis sakiTxi damoukidebel saxelmwifoTa TanamegobrobaSi. 7. ra ZiriTadi miznebi aqvT Crdiloameriul Tavisufali vaWrobis asociacias da MERCOSUR-s? 8. ra Tavisebulebebi axasiaTebs integraciuli procesebis ganviTarebas afrikis kontinentze? literatura: 1. veSapiZe S., lekaSvili e., griSikaSvili a., aslamaziSvili n., msoflio ekonomika, Tb., 2008; 2. movsesiani a. g., ognivcevi s.b., msoflio ekonomika, Targmani S. veSapiZis mier, saxelmZRvanelo, Tb., 2003; 3. qarumiZe i., saerTaSoriso organizaciebi, Tb., 1999; 4. vaSakiZe z., lekaSvili e., saqarTvelo saerTaSoriso ekonomikuri xelSekrulebebSi, ekonomikisa da menejmentis konsultantTa asociaciis gamomcemloba, Tb., 2007; 5. vaSakiZe z., lekaSvili e., saqarTvelo saerTaSoriso ekonomikuri organizaciebSi, ekonomikisa da menejmentis konsultantTa asociaciis gamomcemloba, Tb., 2008; 6. vaSakiZe z., lekaSvili e., saqarTvelo ormxriv ekonomikuri xelSekrulebebSi, ekonomikisa da menejmentis konsultantTa asociaciis gamomcemloba, Tb., 2008; 7. lekaSvili e., Crdiloamerikuli Tavisufali vaWrobis asociacia: Tanamedrove mdgomareoba da ganviTarebis perspeqtiva, iv.javaxiSvilis Tsu, amerikis Seswavlis centri, amerikis Seswavlis saqarTvelos asociacia — saqarTveloSi SeerTebuli Statebis prezident jorj buSis vizitisadmi miZRvnili amerikaTmcodneobis yovelwliuri VII saerTaSoriso konferencia; Tb., 10 — 12 maisi, 2005; 210 8. lekaSvili e., MERCOSUR–is (samxreT amerikis saerTo bazris) ganviTarebis perspeqtiva, saerTaSoriso biznesis fakultetis samecniero - kvleviTi Sromebis krebuli, Tu gamomcemloba, Tb., 2004; 9. fonteni p., evropis gaerTianebis axali idea, Sumanis deklaracia 1950-2000. Tb., 2008; 10. zarandia j., msoflio regionuli ekonomikuri integraciuli dajgufebebis sakiTxisaTvis, J. saqarTvelos ekonomika, 2010 wlis 1-2; 11. Wilfred Ethier, Modern International Economics, 1983; 12. Doha Declaration, WTO,2008, ISBN 978-92-870-3447-2; 13. WTO Discussion Papers, WTO, N2, Improving hr Availability of Trade Finance during Financial Crisis, 2009 - III; 14. WTO Discussion Papers, WTO, N1, Industrial Tariffs and the Doha Development Agenda, 2009-I; 15. WTO Discussion Papers, WTO, N13, Fulfilling the Marrakesh mandate on coherence: ten years of cooperation between the WTO,IMF and World Bank by Marc Auboin, 2008-VIII; 16. WTO-Annual Report, 2008 17. The Legal Taxes, The Result of the Uruguay Round of Multilateral Negotiations, WTO, 2004; 18. Opening Markets for Trade in Services, Countries and sectors in Bilateral and WTO Negotiation, Cambridge,2008; 19. Paul B. Stephan III , Don Wallace, jr., Julie A. Roin, International Business and Economics; 20. Low and Policy, Contemporary Level, Education Series, 1993; 21. Paul B. Stephan III, Don Wallace, jr. Julie A. Roin, Documents for International Business and Economics, 1993; 22. A.I. Macbean and P.N.Snowden., International Institutions in Trade and Finance, London, 1982; 23. C.Fred Bergsten ,America in the World Economy, A strategy for the 1990s. Washington 1988;. 24. Joseph Grunwald, Keneth Flamm The Global Factory Foreign Assembly in International Trade, 1985; 211 25. Carl A Nelson, Exporting, A Manager’s Guide to the World Market, Global Manager Series,1999; 26. A Basic Guide to Exporting, Compiled U.S. Department of Commerce, NTC Business Books,1996; 27. International Business, Competing in the Global Marketplace, Charles W.L.Hill, 6-the ed, 2007; 28. International Business, The Challenge of Global competition, Ball, McCulloch, Geringer, Minor,McNett,11-th ed. 2008; 29. И. П. Гурова, Мировая Экономика, 2002; 30. Международное Регулироваиие Внешнеэкономической Деятелности. Минск., 2005; 31. Р.Грифин, М.Пастей, Международний бизнес.4-е изд. ПИТЕР, 2006; 32. Bakker, International Financial Institutions. Longman, 1996. internet-resursebi: Bureau of Economic Analysis Currency and Exchange Rate Information from OANDA Dr. B's Wide World of Web Data Federal Reserve Economic Data (FRED) National Bureau of Economic Research Penn World Tables Union Bank of Switzerland U.S. Central Intelligence Agency World Factbook 1999 U.S. Federal Government: Fedstats White House Economic Statistics Briefing Room 212 Tavi VII saerTaSoriso biznesis strategiuli marTva Sesaswavli sakiTxebi: 1. saerTaSoriso strategiuli amocanebi da elementebi; 2. saerTaSoriso strategiis SemuSaveba; 3. saerTaSoriso strategiuli doneebi; 4. sagareo bazarze SeRwevis strategiebi. 7.1. saerTaSoriso strategiis amocanebi da elementebi Tanamedrove msoflio bazarze kompaniam, rom gaZlos, saWiroa swrafad gamoiyenos biznesis gaZRolis yvela is xelsayreli SesaZlebloba, romelic warmoiqmneba msoflios nebismier wertilSi da amasTan erTad, droulad moaxdinos reagireba rogorc Siga, ise sagareo bazarze momxdar uaryofiT cvlilebebze. amocanis aseTi dasma moiTxovs korporaciuli misiisa da misi miRwevis gzebis naTlad gansazRvras, agreTve sxva kompaniebTan konkurentuli brZolis efeqtiani meTodebis SemuSavebasa da gamoyenebas. kompaniis konkurentuli poziciis gansazRvra saWiroebs kompaniis im Zlieri da susti mxareebis gulmodgined Sefasebas, romlebic mas gaaCnia konkurentebTan SedarebiT. imisaTvis, rom gadaiWras CamoTvlili da sxva problemebi, saerTaSoriso kompaniaTa menejerebma unda gamoiyenon strategiuli menejmentis meTodebi da wesebi (xerxebi). saerTaSoriso strategiuli menejmenti warmoadgens kompleqsur, ganuwyvetel mmarTvelobiT process, romelic SesaZleblobas aZlevs kompanias efeqtia213 nad gawios konkurencia saerTaSoriso bazarze. konkurentuli saerTaSoriso strategiis SemuSavebis process xSirad uwodeben strategiul dageegmvas. strategiuli gegmebis SemuSaveba, rogorc wesi, Sedis kompaniis umaRlesi xelmZRvanelobis kompetenciaSi, romlebic TavianT movaleobebs asruleben kompaniis saTavo ofisSi. saerTaSoriso strategiuli menejmenti iTvaliswinebs gansxvavebuli saerTaSoriso strategiebis SemuSavebas, romelic kompaniis fundamentur amocanaTa gadawyvetis kompleqsur safuZvels warmoadgens. kompaniebma rogorc Siga, ise sagareo bazrebze konkurentuli brZolis strategiebis SemuSavebisas unda upasuxon iseT kiTxvebs, rogoricaa: kompania romeli saqonlisa da momsaxurebis gayidvas iTvaliswinebs? sad da rogor unda ganxorcieldes am saqonlisa da momsaxurebis warmoeba? sad da rogor unda moxdes kompaniis saqonlisa da momsaxurebis realizacia? sad da rogor unda SeiZinos kompaniam saWiro resursebi? rogor apirebs kompania Tavisi konkurentebis jobnas (daZlevas)? magram sinamdvileSi, cnobili mizezebis gamo, saerTaSoriso strategiis SemuSaveba ramdenadme ufro rTuli procesia, vidre kompaniis samamulo bazarze saqmianobis strategiis formireba. saerTaSoriso kompaniebs konkutrentuli upiratesobis miRwevisaTvis SeuZliaT gamoiyenon sami wyaro, romlebic miuwvdomelia mxolod TavianT qveyanaSi moqmedi kompaniisaTvis. esenia: efeqtianobis amaRleba globalizaciis xarjze. saerTaSoriso kompaniebs SeuZliaT TavianTi saqmianobis efeqtianoba aamaRlon mTeli rigi im RonisZiebebis meSveobiT, romlebic miuwvdomelia kompaniebisaTvis, romlebic mxolod erT qveyanaSi moqmedeben. kerZod, maT efeqtianobis amaRleba SeuZlia sxvadasxva qveyanaSi sawarmoo simZlavreTa optimaluri ganlagebis safuZvelze, rac uzrunvelyofs produqciis warmoebisa da gasaRebis danaxarjebis dabali donis miRwevasa da momxmarebelTa 214 momsaxurebis xarisxis amaRlebis SesaZleblobas. saerTaSoriso kompaniebs agreTve SesaZlebloba eZlevaT warmoebis danaxarjebi Seamciron maStabis ekonomiis saSualebiT, rac miiReba maT mier ramdenime qveynis bazrebis momsaxurebis safuZvelze. mravalerovnuli moqniloba. rogorc cnobilia, msoflios sxvadasxva qveyanaSi biznesis ganxorcielebis gansxvavebuli politikuri, ekonomikuri, samarTlebrivi da kulturuli pirobebi arsebobs. amasTan, mudmivad mimdinareobs am pirobebis cvlileba, amitomac saerTaSoriso kompaniebs aucileblad uwevT am mravalricxovan cvlilebebTan adaptireba, maSin, roca samamulo kompaniebs cvlilebebze reagirebas axdenen mxolod erTi qveynis ekonomikur garemoSi. saerTaSoriso kompaniebma erT qveyanaSi warmoqmnili problema SeiZleba gadaWran sxva qveynebis bazrebze Seqmnili SesaZleblobebis gamoyenebis safuZvelze. msoflio masStabiT dagrovili da gadacemuli gamocdileba. im mravalferovanma pirobebma, romlebSic funqcionireben saerTaSoriso kompaniebi, SeiZleba xeli Seuwyos kompaniebSi gamocdilebis dagrovebas da biznesis gaZRolisas gamoiyenon gansxvavebuli meTodebi sxvadasxva qveynebSi. dasaxelebuli miznebis (globaluri efeqtianoba, mravalerovnuli moqniloba da globaluri swavleba) dabalansebulad misaRwevad mravalerovnuli korporaciebi sargebloben (xelmZRvaneloben) oTxi strategiuli alternatividan erT-erTiT, esenia: biznesis gaZRolis modelis dublirebis strategia, romliTac sargeblobs kompania Tavis qveyanaSi. xelmZRvanelobs ra am strategiiT, kompania iyenebs Tavis sakvanZo kompetencias, anu misTvis damaxasiaTebel, Tavis qveyanaSi miRweul upiratesobas, sazRvargareTis qveynebis bazrebze konkurentuli brZolisas. sxva sityvebiT, kompania cdilobs moaxdinos sazRvargareTis bazrebze 215 im biznes-modelis dublireba, romelic aRmoCnda warmatebuli Siga bazarze. magaliTad, biznesis nacionaluri modelis dublirebis strategia, romelsac miyveba kompania Mercedes-Benz, gulisxmobs farTod cnobili brendisa da kompaniis reputaciis gamoyenebas, romelic uSvebs kargad konstruirebul umaRlesi klasis avtomobils da romelsac SeuZlia uzrunvelyos usafrTxo moZraoba maRali siCqaris dros. kompaniam gadawyvita esargebla bazris swored am segmentiT Tavisi avtomobilis sazRvargareT gasayidad. multilokaluri strategia aris kidev erTi alternatiuli SesaZlebloba, romelic saerTaSoriso kompaniebs TavianT gankargulobaSi gaaCniaT. multilokaluri korporacia warmoadgens SedarebiT daukidebel Svilobil kompaniebs, romelTagan TiToeuli maTgani akontrolebs romelime konkretul Siga bazars. calkeulma maTganma aucilebelia operatiulad moaxdinos reagireba adgilobriv bazarze warmoSobil cvlilebebze. amitom dedobili kompania, rogorc wesi, aniWebs did uflebamosilebas sxvadasxva qveynebSi moqmed Svilobil kompaniebs. es strategia mniSvnelovnad amcirebs saqonlis transportirebisa da komunikaciis xarjebs. globaluri strategia. globaluri korporacia, romelic iyenebs globalur strategias, msoflios erTian bazrad aRiqvams da Tavisi miznis safuZvlad miiCnevs standartuli saqonlisa da momsaxurebis Seqmnas, romlebic upasuxeben mTeli msoflios momxmarebelTa moTxovnebs. globaluri strategia praqtikulad Tavisi arsiT multilokaluri strategiis sawinaaRmdegos warmoadgens. multilokaluri strategiis ZiriTadi elementia varaudi imis Sesaxeb, rom sxvadasxva qveynis momxmareblebs Soris arsebobs fundamenturi gansxvavebebi, romlebic ganapirobeben multilokaluri korporaciebis saqmianobis specifikur meTodebs. imavdroulad globaluri strategiis mimdevar korporaciebs miaCniaT, rom 216 momxmareblebi maTi erovnulobis miuxedavad erTmaneTisgan ar gansxvavdebian. globaluri korporacia iswrafvis ekonomia miiRos produqciis warmoebisa da gasaRebis maStabebis gafarToebiT, rasac Tan unda mohyves globaluri sareklamo da marketinguli kampaniis gafarToeba. transnacionaluri strategia. am strategiis ganmaxorcielebeli korporaciis saqmianoba dafuZnebulia globaluri strategiisa da multilokaluri strategiis upiratesobaTa Serwymaze. korporaciebi, romlebic axorcieleben transnacionalur strategias, cdiloben es amocana gadawyviton uflebamosilebaTa centralizaciis Tu decentralizaciis sakiTxisadmi araformaluri midgomis meSveobiT. es midgoma efuZneba ama Tu im amocanaTa Sesrulebaze pasuxismgeblobis gulmodgined ganawilebas im organizaciul qvedanayofebs Soris, romlebsac gaaCniaT unari erTdroulad saukeTesod uzrunvelyon kompaniis muSaobis efeqtianoba da misi moqniloba. kompanias, romelic iyenebs transnacionalur strategias, SeuZlia mmarTvelobiTi funqciebis im nawilis centralizeba, romlebic dakavSirebulia mmarTvelobiTi gadawyvetilebebis miRebasTan saTavo ofisSi. imave dros sxva mmarTvelobiTi funqciebis Sesrulebaze pasuxismgebloba, rogoricaa marketingisa da personalis marTva, SeiZleba daekisros adgilobrivi Svilobili kompaniebis xelmZRvanelebs. aseTi decentralizacia saSualebas iZleva mxedvelobaSi iqnes miRebuli erovnuli kulturisa da biznesis garemos gaZRolis Taviseburebebi. magaliTad, korporacia Microsoft-Si axali programuli produqtebis SemuSaveba ZiriTadad xorcieldeba aSS-Si, maSin roca maTi gasaRebis pasuxismgebloba ekisreba sazRvargareTul Svilobil kompaniebs. kompaniis internacionalizaciis saerTo strategiuli koncefciis gansazRvris Semdeg, saerTaSoriso strategiul dagegmvaze momuSave menejerebma, unda daiw217 yon kompaniis strategiis oTxi sabazo elementis identifikacia. am elementebs miekuTvneba: kompaniis gansakuTrebuli kompetencia ama Tu im sferoSi, kompaniis saqmianobis sfero, resursebis gamoyeneba (gadawileba) da sinergia. gansakuTrrebuli kompetencia, rogorc saerTaSoriso strategiis pirveli elementi, gansazRvravs kompaniis unars, miaRwios gamorCeul Sedegebs saqmianobis ama Tu im sferoSi, gansakuTrebiT konkurentebTan SedarebiT. kompaniis gansakuTrebuli kompetenturoba SeiZleba gamovlindes uaxles teqnologiebSi, ganawilebis efeqtian qselebSi, marTvis mowinave meTodebSi, farTod cnobil brendebSi da sxv. gansakuTrebuli kompetenciis arseboba warmoadgens aucilebel pirobas sazRvargareTis bazrebze konkurentul brZolebSi warmatebis misaRwevad. aseTi konkurentuli upiratesobis gareSe ucxour kompanias gauWirdeba gauZloos adgilobrivi kompaniebis konkurencias, romlebmac ukeTesad ician adgilobrivi bazari. magaliTad, gansakuTrebuli kompetencia kompania Disney-s saSualebas aZlevs miaRwios warmatebebs sazRvargareTis bazrebze, rac mdgomareobs mis msoflioSi sayovelTaod cnobil saxelsa da kompaniis imijSi, agreTve Walt Disney-is personaJebSi. zustad aseve kompiuteruli programebis sayovelTao xelmisawvdomoba, romelic SeTavsebuli ,,Windows~-is ojaxTa operaciul sistemebTan, kompania Microsoft-s gaaCnia konkurentuli upiratesoba sazRvargareTis qveynebis kompaniebTan SedarebiT. kompaniis saqmianobis sfero, rogorc kompaniis saerTaSoriso strategiis meore elementi, gansazRvravs kompaniis saqmiani interesebis mxares. kompaniis saqmianobis sferom SeiZleba moicvas geografiuli regionebi, rogoricaa qveynebi, calkeuli qveynis Siga regionebi an qveynis jgufebi. garda amisa, kompaniis saqmianobis sfero SeiZleba gavrceldes sabazro an produqtul niSebze erT an ramdenime regionSi, aseTze, rogoricaa maRalxa218 risxiani produqciis bazari, iafi produqciis bazari an sxva specializebuli bazrebi. kompaniis gankargulebaSi arsebuli resursebis SezRudulobis gaTvaliswinebiT, agreTve im faqtis gaTvaliswinebiT, rom bazrebi TavianTi mimzidvelobis mixedviT gansxvavdebian erTmaneTisgan, saerTaSoriso strategiis SemuSavebiT dakavebulma menejerebma aucilebelia airCion ufro perspeqtiuli bazrebi TavianTi kompaniisaTvis. cxadia kompaniis saqmianobis sfero amorCeuli unda iyos imis mixedviT, Tu kompanias ra mxriv gaaCnia gansakuTrebuli kompenetcia. Tu kompania gansakuTrebul kompetencias flobs mxolod gansazRvruli regionis farglebSi an produqtebis garkveul jgufSi, kompaniis saqmianobis sferom unda moicvas swored is mxare, sadac flobs gansakuTrebul kompetencias. magaliTad, kompania Disney-s saqmianobis geografiuli garemo Tematuri parkebis Seqmnis mixedviT moicavs iseT qveynebs, rogoricaa aSS, iaponia, safrangeTi. imave dros kompaniis saqmianobis geografiuli garemo kinogaqiravebisa da saqonlis vaWrobis sferoSi vrceldeba asze meti qveynebis bazrebze. resursebis gamoyeneba. saerTaSoriso strategiis mocemuli mesame elementi gansazRvravs kompaniis resursebis ganawilebis wess misi saqmianobis sxvadasxva mimarTulebebs Soris kompaniis konkurentunarianobis uzrunvelyofis mizniT. resursebis ganawileba SeiZleba ganxorcieldes warmoebuli produqciis saxeebis mixedviT, geografiuli regionebis mixedviT an orive niSnis mixedviT. strategiuli dagegmvis am etapze aucilebelia ganisazRvros kompaniis SezRuduli resursebis gamoyenebis mimarTulebaTa SefardebiTi prioritetuloba. magaliTad, kompania Disney—m sakmaod advilad SeZlo, garedan daxmarebis gareSe gadaewyvita finansuri problemebi, romelic warmoiSva parizis disneilendSi. magaliTad, kompaniis xelmZRvanelobis azriT, es gamoiwvevda resursebis optimaluri ganawilebis gegmis Seusruleblobas. garda amisa 219 investiciebis damatebiT dabandebas SeiZleba saSiSroeba Seeqmna kaliforniaSi parkis mSeneblobis dafinansebisaTvis an ABC da ESPN telearxebis SeZenisaTvis. zogierTi msxvili mravalerovnuli korporacia Tavis resursebs anawilebs mTel msoflioSi. magaliTad, Sharp Corporation, romlis saTavo ofisi osakaSia, Tavis eleqtronul produqcias uSvebs 33 kompaniaSi (sawarmoSi), romlebic ganlagebulia msoflios 29 qveyanaSi. zogierTi sxva kompania ki amjobineben warmoebis erT qveyanaSi Tavmoyras. kompania Boeing komerciuli TviTfrinavebis saboloo awyobas axorcielebs sietlSi (vaSingtonis Stati). kompania Daimler Chrysler-is ,,Mercedes-Benz~ avtomobilebis warmoeba Tavmoyrilia germaniaSi; miuxedavaT alabamis StatSi gaxsnili axali qarxnisa, am markis 10 avtomobilidan 9 avtomobili kvlav germaniaSi iwarmoeba. yvela es kompaniebi yidulobs masalas da yidis maza produqcias msoflios sxvadasxva qveyanaSi, magram warmoebas mxolod TavianT qveynebSi ganalageben. sinergia. igi warmoadgens saerTaSoriso strategiis meoTxe elements. esaa biznesis iseTi organizacia, romlis drosac xdeba erToblivi Sedegis gadideba kompaniis biznesis sxvadasxva Semadgenlebis mWidro urTierTqmedebis xarjze. am procesis mizani mdgomareobs imaSi, rom Seiqmnas situacia, roca mTliani aWarbebs Semadgeneli nawilebis jams. amasTan unda aRiniSnos, rom ufro adre gamocemul specialur literaturaSi sinergia iwodeboda sinergizmad. me-20 saukunis 60-ian wlebSi kompaniis SigniT saqmianobis saxeebis urTierTkavSiris Sesafaseblad SemoTavazebuli iqna sinergizmis koncefcia. pirveladi mniSvnelobiT es koncefcia (termini) warmoadgenda gadamamuSavebel mrewvelobaSi warmoebis masStabis ekonomiis principebidan sameurneo masStabiT strategiuli ekonomiis ufro farTo principebze gadasvlas, romlis wyarosac 220 meurneobis strategiuli zonebis (kompaniis Semadgenlebis) urTierTmxardaWera warmoadgenda. sinergiis (sinergizmis) wyaro SeiZleba iyos erTi da igive sawarmoebis simZlavreebis an saerTo safirmo samsaxurebis ukeTesi gamoyeneba maTi urTierTkavSiris gaumjobesebis xarjze. sinergiis (sinergizmis) upiratesoba ganisazRvreba rogorc ,,2+2=5~. sxvanairad rom iTqvas, firmis (kompaniis) investiciaTa jamuri ukugeba ufro metia, vidre yvela misi Semadgenlis ukugebis jamuri maCvenebeli. magaliTad, kompania Disney-m SeZlo mieRwia warmatebiTvis aSS-is teritoriaze muSaobis efeqtianobis amaRlebaSi saqmianobis sxvadasxva mimarTulebis urTierTmoqmedebiT. 7.2. saerTaSoriso strategiebis SemuSaveba saerTaSoriso strategiuli menejmenti, rogorc wesi, iyofa or etapad: strategiis formulireba da strategiis ganxorcieleba. gamartivebuli saxiT es ori etapi SeiZleba daxasiaTdes Semdegnairad: startegiis formireba daiyvaneba gadawyvetilebis miRebamde imis Taobaze, rom kompania unda dakavdes, xolo strategiis realizacia (ganxorcieleba) niSnavs dasaxul moqmedebaTa praqtikul Sesrulebas. strategiis formirebis etapze kompaniaSi xdeba miznebis identifikacia da am miznebis miRwevis strategiuli gegmebis SemuSaveba. saerTaSoriso strategiis SemuSavebisas kompaniis mier miiReba yovelmxriv awon-dawonili gadawyvetileba imis Sesaxeb Tu romel bazarzea saWiro SeRweva, an romeli bazrebi unda datovos; agreTve, rogor unda uzrunvelyos kompaniis konkurentunarianoba calkeul am bazarze. strategiis realizaciis etapze kompaniaSi muSavdeba im miznebis miRwevis taqtika, romelic dasaxulia 221 kompaniis winaSe strategiis formirebis procesSi. magaliTad, saerTaSoriso kompaniis mier kidev erT qveyanaSi Svilobili kompaniis organizebis Sesaxeb gadawyvetilebis miReba produqciisa da momsaxurebis warmoebis Semdgomi gafarToebis mizniT warmoadgens am kompaniis strategiis formirebis nawils. xolo gadawyvetilebis miReba imis Taobaze, Tu ra saxis produqcia da momsaxureba unda awarmoos aq kompaniam, romeli TariRidan unda daiwyos warmoeba da ra fasebi iqneba dawesebuli produqciasa da momsaxurebaze, miekuTvneba strategiis realizaciis etaps. kompaniis strategiis warmatebuli ganxorcieleba damokidebulia sawarmoo da marTvis organizaciuli struqturebis gamarTulad muSaobaze. sxvadasxva saerTaSoriso kompaniaSi saerTaSoriso startegiis SemuSavebis etapebi SeiZleba ramdenadme gansxvavebuli iyos. miuxedavaT amisa, specialur literaturaSi gamoyofen strategiebis SemuSavebis procesis saerTo etapebs. es etapebia: kompaniis misiis gansazRvra (formulireba), SWOT-analizis Catareba, strategiuli miznebis dasaxva, taqtikuri miznebis dasaxva da taqtikuri gegmebis SemuSaveba, kompaniis marTvis saerTo (zogadi sqemis) SemuSaveba. misiis gansazRvra. ZiriTadad saerTaSoriso strategiuli dagegmvis procesi iwyeba kompaniis misiis gansazRvriT, romelSic gamomJRvndeba (mJRavndeba) kompaniis mTavari mizani, misi Rirebulebebi (faseulobani) da saqmianobis mimarTulebebi. kompaniis misiis formulireba bevr SemTxvevaSi warmoadgens informaciis gadacemis saSualebas misi strategiuli kursis Sesaxeb da mimarTulia kompaniis Siga da gare subieqtebisa da aqcionerebisadmi. kompaniis misia aRniSnavs momxmarebelTa miznobriv bazrebs da miznobriv segmentebs, ZiriTad saqonelsa da momsaxurebas saqmianobis geografiul (teritoriul) sferos, ZiriTad teqnologiebs, konkretuli brZolis meTodebs, kompaniis ekonomikuri zrdis da momgebianobi222 is uzrunvelyofis gegmebs, biznesis gaZRolis fuZemdeblur filosofias, agreTve kompaniis reputaciis (imijis) amaRlebis gegmebs. biznesis gaZRolis garemos gamokvleva da SWOT analizi. saerTaSoriso strategiis SemuSavebis meore etapze xdeba SWOT-analizis Sesruleba. SWOT warmoadgens inglisuri sityvebis ,,strengths, weakneses, opportunities, threats” abreviaturas, rac qarTulad niSnavs ,,Zlieri mxareebi, susti mxareebi, SesaZleblobebi, saSiSroebebi~. ZiriTadad SWOT-analizis dawyebisas xdeba biznesis gaZRolis garemos gamokvleva, anu biznesis gaZRolis yvela garegani da Siga ekonomikuri pirobebis Sesaxeb monacemebis sistematizebuli Sekreba, maT Soris xdeba monacemebis mopoveba bazris koniunqturis, normatiul-samarTlebrivi regulirebis, konkurentebis moqmedebis, warmoebis danaxarjebis da Sromis mwarmoeblurobis Sesaxeb. sagareo ekonomikuri garemos Seswavlis specialistebi cdiloben moaxdinon biznesis gaZRolis rogorc xelsayreli SesaZleblobebis, ise saSiSroebaTa identificireba, romlebsac SeiZleba waawydes kompania. amisaTvis ikribeba monacemebi sxvadasxva bazrebze ekonomikuri, finansuri, politikuri, samarTlebrivi, socialuri da konkurentuli pirobebis cvlilebebis Sesaxeb. magaliTad, kompania Boeing-is mier Catarebuli biznesis garegani garemos gamokvlevam aCvena, rom sahaero mogzaurobaze swrafadmzardi moTxovna CineTSi metad mimzidvels xdis CineTis bazars, axlad gaxsnil SesaZleblobaTa gamoyenebis mxriv. am daskvnis safuZvelze Boeing-is xelmZRvanelobam miiRo dadebiTi gadawyvetileba komerciuli warmomadgenlobis pekinSi gaxsnis Taobaze. am nabijma mTlianad gaamarTla, radgan CineTi gaxda am kompaniis TviTmfrinavebis gasaRebis erT-erTi umniSvnelovanesi bazari. 223 biznesis garegani garemos Seswavlis procesSi aseve xorcieldeba monacemebis Sekreba saSiSroebaTa Sesaxeb, romlebic SeiZleba aRmocendes kompaniis saqmianobaSi. aseT saSiSroebebs miekuTvneba: bazris zomebis Semcireba, konkurenciis gaZliereba, arasasurveli axali kanonebisa da samTavrobo dadgenilebebis miReba, politikuri arastabilurobis Seqmna sakvanZo bazrebze da mravali sxva. SWOT analizis mimdinareobisas menejerebi agreTve afaseben biznesis gaZRolis Sida korporaciis pirobebsac anu fasdeba kompaniis Zlieri da susti mxareebi. kompaniis Zlier mxareebs miekuTvneba unarianoba (codna) da gamocdileba, arsebuli resursebi, agreTve is upiratesobebi, romelic kompanias gaaCnia konkurentebTan SedarebiT. kompaniam agreTve aucilebelia aRiaros Tavisi susti mxareebi. kompaniis susti mxareebi SeiZleba iyos personalis arasakmarisad maRali kvalifikaciis done, resursebis ukmarisoba da sxva faqtorebi, romlebic amcireben konkurentunarianobis dones. kompaniis Zlieri da susti mxareebis Sefasebis erT-erT meTods warmoadgens Rirebulebis Seqmnis jaWvis formireba. es meTodi gulisxmobs kompaniis saqmianobis saerTo procesis umniSvnelovanesi etapebis gamoyofas, rogoricaa — warmoeba, ganawileba (realizacia), marketingi, SromiTi resursebis marTva da a.S. RirebulebaTa Seqmnis jaWvis formireba saSualebas iZleva moxdes konkurentuli upiratesobebisa da naklovanebebis identificireba strategiuli dagegmvis procesSi. saqmianobis yvela ZiriTadi da damxmare saxe SeiZleba gaxdes kompaniis konkurentuli upiratesobis miRebis wyaro an yvelaze susti adgili konkurenciaSi. strategiuli miznebi. kompaniis misiis konteqstSi da agreTve, SWOT-analizis Sedegebi saerTaSoriso strategiuli dagegmvaSi ZiriTadad daiyvaneba kompaniis strategiuli miznebis gansazRvraze. strategiuli miznebi — esaa kompaniis winaSe dasmuli amocanebi, romlebic 224 unda Sesruldes moqmedebaTa konkretuli gegmis Tanaxmad. strategiuli gegmebi unda iyos gazomvadi, miRwevadi da droSi SezRuduli, anu aucilebelia pasuxi gaeces kiTxvebs imaze, Tu rogori danaxarjebiT, rogor da ra droSi iqneba isini miRweuli. taqtika. strategiuli miznebis gansazRvris Semdgom etaps warmoadgens konkretuli taqtikuri miznebis gansazRvra da taqtikuri gegmebis SemuSaveba, anu kompaniis taqtikis formireba. rogorc wesi, kompaniis taqtikis formirebis pasuxismgebloba ekisreba saSualo rgolis menejerebs, romlebic ZiriTad yuradRebas uTmoben kompaniis strategiuli miznebis SesrulebisaTvis saWiro konkretuli wesebis (xerxebis) SemuSavebas. faqtobrivad, masze dayrdnobiT xorcieldeba kompaniis yoveldRiuri saqmianobis marTva. kompaniis saqmianobis marTvis saerTo sqema. kompaniis strategiis formirebis bolo etapia kompaniis saqmianobis marTvis saerTo sqemis SemuSaveba, anu marTvelobiTi da organizaciuli procedurebis erTobliobis gansazRvra, romlebmac unda uzrunvelyon kompaniis winsvla misi strategiuli miznebis miRwevis gzaze. 7.3. saerTaSoriso strategiebis doneebi rogorc cnobilia, saerTaSoriso masStabiT moqmedi kompaniebis marTva gacilebiT met siZneleebs awydeba, vidre mxolod erovnul bazarze myofi kompaniebis marTva. saerTaSoriso strategiuli menejmentis efeqtianad ganxorcielebis sirTuleebis gaTvaliswinebiT, mTel rig saerTaSoriso kompaniebSi da gansakuTrebiT mravalerovnul korporaciebSi, mizanSewoniladaa miCneuli strategiebis SemuSaveba sami calkeuli donis mixedviT. kerZod, gamoiyofa saerTaSoriso strategis Semdegi sami 225 done: korporaciuli strategia, biznesstrategia da funqciuri strategia. korporaciuli strategia. korporaciuli strategia, romelsac zogjer portfelur strategiasac uwodeben, gansazRvravs saerTaSoriso kompaniis saqmianobis yvela mimarTulebis diapazons. arsebobs korporaciuli strategiis sami tipi, romelTagan romelime tips kompaniam SeiZleba mianiWos upiratesoba gamosayeneblad. esenia: saqmianobis erT saxeze (mimarTulebaze) orientirebuli strategia, dakavSirebuli diversifikaciis strategia da daukavSirebeli diversifikaciis strategia. saqmianobis erT saxeze (mimarTulebaze) orientirebuli strategia mogebis miRebas varaudobs erTi mimarTulebidan (saxidan), anu erTi saxis produqtis an erTi momsaxurebis warmoebidan. am strategiis yvelaze mniSvnelovan upiratesobas warmoadgens is, rom kompanias SeuZlia mTeli Tavisi resursebisa da praqtikuli gamocdilebis koncentrireba moaxdinos erTaderTi produqciis warmoebaze, an erTaderTi momsaxurebis gawevaze (wardgenaze). meore mxriv, es strategia adidebs kompaniis konkurentebis moqmedebebze damokidebulebas. magaliTad, konkurentis mier gamoSvebulma axlma produqtma SeiZleba misi erTaderTi produqti moZvelebuli gaxados. miuxedavad amisa, bevri kompania iyenebs am strategias. dakavSirebuli diversifikaciis strategia korporaciuli strategiis ufro gavrcelebuli tipia, romelic gvTavazobs kompaniis erTdroul saqmianobas ramdenime sxvadasxva monaTesave dargsa an monaTesave bazarze. es strategia kompanias SesaZleblobas aZlevs gamoiyenos Tavisi gansakuTrebuli kompetenciebi saqmianobis erTi mimarTulebiT, an erT bazarze konkurentunarianobis asamaRleblad. dakavSirebuli diversifikaciis mizani, agreTve sabazo kavSirebi saqmianobis sxvadasxva mimarTulebebs Soris, umetes SemTxvevaSi ganisazRvreba 226 kompaniis misiiT. magaliTad, sastumroebis biznesis operatori kompania Acxor SA, romelic Tavisi sididiT meorea msoflioSi, Tavis saqmianobaSi iyenebs dakavSirebuli diversifikaciis strategias. sasicocxlo ciklis sawyis etapze es kompania, romlis saTavo ofisi parizSia, warmodgenili iyo restornebis qseliT. SemdgomSi daiwyo umaRlesi kategoriis qselis, agreTve saxalxo sastumroebis SeZena. imisaTvis, rom SeenarCunebina restornebisa da sastumroebis nomrebis maRali doniT datvirTva kompaniam gadawyvita dasaqmebuliyo agreTve organizebuli turizmiT da avtomobilebis gaqiravebiT. turizmis ganviTarebis mizniT kompaniam parizis CrdiloeTiT sakuTari Tematuri parkic ki gaxsna. dakavSirebuli diversifikaciis strategia kompanias aZlevs mTel rig upiratesebebs: 1. aseTi strategia saSualebas iZleva Semcirdes erT produqtsa an momsaxurebaze kompaniis damokidebulebis done, rac amcirebs mis (kompaniis) SeboWilobas konkurentebis moqmedebebis an ekonomikuri riskebis mimarT. magaliTad, Tu kompania Disney waawydeba konkurenciis gamwvavebas Tematuri parkebis bazarze, maSin mis sxva ganyofilebebs, romlebic dakavebulni arian filmebis gamoSvebiT, telemauwyeblobiT da salicenzio saqmianobiT, SeuZliaT kompensacia gaukeTon Tematuri parkebidan Semosavlebis SesaZlo Semcirebas. ufro metic, biznesis am naTesaur mimarTulebebs SeuZlia arsebiTad gaurTulos konkurentuli brZolis procesi analogiuri profilis sxva kompaniebs kompania Disney-Tan. 2. dakavSirebuli diversifikacia kompanias saSualebas aZlevs miiRos masStabis ekonomia. 3. dakavSirebuli diversifikaciis mesame upiratesoba mdgomareobs imaSi, rom igi SesaZleblobas iZleva gamoyenebul iqnes erT bazarze miRebuli teqnologiebi an praqtikuli gamocdileba, sxva bazarze gasasvlelad. 227 dakavSirebuli diversifikaciis erT-erTi naklovaneba SeiZleba gaxdes danaxarjebi, romlebic gaiweva kompaniis sxvadasxva ganyofilebebis saqmianobis koordinaciaze. kidev erTi naklovanebaa, rom biznesis gaZRolis ekonomikuri pirobebis cvlilebam SeiZleba uaryofiTi gavlena moaxdinos erTdroulad kompaniis yvela ganyofilebaze. magaliTad, sastumroebisa da turistuli biznesis kompaniam SeiZleba ganicados Semosavlebis Semcireba orive ganyofilebis mixedviT, Tu turistebis aqtiuroba Semcirdeba raime mizeziT. daukavSirebuli diversifikaciis strategia gulisxmobs kompaniis saqmianobis ganxorcielebas ramdenime erTmaneTisgan daukavSirebel (gansxvavebul) dargebSi an ramdenime bazarze. magaliTad, kompania General Electric (GE) flobs iseT sxvadasxva tipis ganyofilebebs, rogoricaa satelevizio qseli, maSuqi xelsawyoebis mwarmoebeli kompania, samedicino teqnikis mwarmoebeli kompania, saaviacio Zravebis gamomSvebi kompania, naxevargamtarebis mwarmoebeli kompania, sainvesticio banki. yvela es ganyofileba moqmedebs gancalkevebulad, amitom saeWvoa, rom maTi erToblivi saqmianobidan miRebuli iqnes sinergetikuli upiratesoba. aRsaniSnavia, rom me-20 saukunis 60-ian wlebSi daukavSirebeli diversifikacia iyo yvelaze popularuli sainvesticio strategia. mravali msxvili kompania gaxda konglomerati. konglomerati ewodeba iseT kompanias, romelic aerTianebs mTel rig erTmaneTTan daukavSirebel saqmianobis mimarTulbebs. daukavSirebeli diversifikaciis strategias gaaCnia rigi upiratesobebi. jer erTi, dedobil kompanias aqvs didi SesaZleblobebi kapitalis mobilizaciis sferoSi, vidre mis ganyofilebebs cal-calke. amasTan, dedobil kompanias SeuZlia es kapitali misces im ganyofilebebs, romlebsac gaaCniaT maqsimaluri mogebis miRebis SesaZlebloba. meore, am strategiis gamoyeneba SesaZlebloobas iZleva Semcirdes riskis 228 saerTo done, radgan aseT SemTxvevaSi igi naklebadaa damokidebuli saqmiani aqtiurobis ryevebis doneze. mesame, kompania mciredaa damokidebuli sxva kompaniebis konkurenciiT gamowveul saSiSroebebze, radgan calkeulma konkurenciulma saSiSroebam SeiZleba uaryofiTi gavlena mxolod erT rgolze moaxdinos. meoTxe, am strategiis bazaze moqmed kompanias advilad SeuZlia Tavidan moiSoros aramomgebiani ganyofilebebi (sawarmoebi), radgan isini muSaoben avtonomiuri reJimiT. nax.1 saerTaSoriso strategiebis sami done mravalerovnuli korporaciebSi 229 miuxedavad aRniSnulisa, daukavSirebeli diversifikaciis strategiis bazaze Seqmnili konglomeratebi amJamad ar sargebloben popularobiT, radgan maT ar SeuZliaT erToblivi saqmianobidan miiRon sinerge-tikuli efeqti. ramdenadac aseT konglomeratSi Semavali kompaniebis saqmianobebs Soris ar arsebobs araviTari kavSiri, maT ar SeuZliaT regularulad dauWiron mxari erTmaneTs. biznes strategia. biznes strategias zogjer konkurentul strategiasac uwodeben. igi moicavs kompaniis SemadgenlobaSi myof biznesis calkeuli mimarTulebebis, Svilobili kompaniebisa da ganyofilebebis saqmianobas. biznesis gaZRolis strategia gansazRvravs konkurentuli brZolis xerxebs (wesebs, saSualebebs) TiToeul im bazarze, romelzedac SeaRwevs kompania. im kompaniebSi, romlebic misdeven (iyeneben) dakavSirebuli an daukavSirebel korporaciul strategias, arsebobs saqmianobis gansazRvrul mimarTulebaSi gaerTianebis tendencia, romelsac ,,strategiul biznes erTeulebs~ anu ,,strategiul sameurneo erTeulebs~ uwodeben. amasTan, unda aRiniSnos, rom strategiuli menejmentisadmi miZRvnil pirvel naSromebSi (i. ansofi da sxv.) strategiuli segmentaciis sakiTxis ganxilvisas aseT bizneserTeulebs ewodebaT ,,meurneobriobis strategiuli zonebi~, xolo kompaniis im sameurneo erTeuls, romelic pasuxs agebs kompaniis strategiul poziciaze erT an ramdenime meuneobriv strategiul zonaSi ,,jeneral eleqtrikis~ winadadebiT uwodes ,,strategiuli meurneobrivi centri~. kompaniaSi, romelic iyenebes dakavSirebuli diversifikaciis strategias, strategiuli sameurneo erTeulebi formulirebulia saqonlisa da momsaxurebis msgavsebis principis mixedviT. magaliTad, kompania Disney—Si gamoyofilia Semdegi strategiuli sameurneo erTeulebi: Tematuri parkebi da kurortebi, Semoqmede230 biTi ganyofilebebi (gasarTobi kinoproduqciis gamoSveba, personaJis licenzireba, maRaziebi), televiziebi. kompaniebSi, romlebic iyeneben daukavSirebeli diversifikaciis strategias, strategiuli sameurneo erTeulebi awarmoeben sxvadasxva tipis saqonelsa da momsaxurebas. magaliTad, kompania Textron-Si Seqmnilia iseTi strategiuli organizaciuli erTeulebi, rogoricaa TviTmfrinavmSenebloba, saavtomobilo produqciis warmoeba, finansuri momsaxureba da samrewvelo nakeTobaTa warmoeba. eTmoba ra gansakuTrebuli yuradReba konkurentul garemoSi TiToeul ganyofilebasa da strategiul sameurneo erTeuls (sse), biznesstrategia xels uwyobs kompaniis gansakuTrebuli kompetenciebis ganviTarebas saqmianobis im mimarTulebebiT, romlebSic dakavebulia es ganyofileba Tu sameurneo erTeuli. erTi strategiuli sameurneo erTeulisTvis SemuSavebuli biznes—strategia gamoiyeneba yvela geografiul bazarze, romlebsac emsaxureba es strategiuli sameurneo erTeuli. kompaniaSi SeiZleba damuSavdes TiToeuli strategiuli sameurneo erTeulis sakuTari biznesstrategia an saerTo strategia yvela strategiuli sameurneo erTeulisTvis. arsebobs biznesis gaZRolis strategiis sami ZiriTadi tipi: diferenciaciis strategia, saerTo liderobis strategia danaxarjebis mixedviT da fokusirebis strategia. diferenciaciis strategia. es strategia xSirad gamoiyeneba biznesis gaZRolaSi. igi gvTavazobs iseTi saqonlisa da momsaxurebis imijis formirebasa da mxardaWeras, romelic principulad unda gamoirCeodes sxva saqonlisa da momsaxurebisagan bazris imave segmentze. amJamad bevri saerTaSoriso kompania cdilobs Tavisi produqciis xarisxi gamoiyenos diferenciaciis faqtorad. miaRweven ra Tavisi produqciis rogorc maRali xarisxis produqciis reputaciis Seqmnas, aseT kompaniebs SeuZli231 aT produqciasa Tu momsaxurebaze daaweson ufro maRali fasebi. magaliTad, kompania Rolex saaTebs yidis mTel msoflioSi yvelaze maRal fasebSi. reklamaSi yuradReba maxvildeba Rolex-is saaTebis xarisxze da statusze. diferenciaciis strategias aseve efeqturad iyeneben iseTi saerTaSoriso kompaniebi, rogoricaa CoCa-Cola (ualkoholo sasmelebi), Nikon (fotoaparatebi), Calvin Klein (moduri tansacmeli) da sxv. sxva kompaniebi sadiferencio faqtorad iyeneben Tavisi momsaxurebisa Tu produqciis im faseulobebs, romelsac aRiqvams momxmarebeli. isini sxva kompaniebs konkurencias uweven produqciasa da momsaxurebaze zomieri fasebis dawesebiT. saerTo liderobis strategia danaxarjebis mixedviT. es strategia iTvaliswinebs kompaniaSi mimdinare yvela operaciuli procesebis efeqtianobis maRali donis miRwevas, romlebsac SeuZliaT uzrunvelyon danaxarjebis dabali done. es SesaZleblobas aZlevs kompanias Tavisi produqcia da momsaxureba gayidos ufro dabal fasSi. am strategiis warmatebiT gamoyenebam SeiZleba gamoiwvios kompaniis zogierTi ganyofilebis momgebianobis donis Semcireba (rac ganpirobebulia produqciisa da momsaxurebis ufro dabal fasebSi gayidviT), magram imave dros gaizardos kompaniis erToblivi momgebianobis done, rac miiRweva gayidvebis saerTo mcdelobis gadidebiT. fokusirebis strategia sTavazobs kompanias orientacia moaxdinos viwro asortimentis saqonlis warmoebaze, romelic daniSnuli iqneba momxmarebelTa calkeuli jgufebis an calkeuli regionebisaTvis. aseTi strategia saSualebas aZlevs kompanias konkretuli produqtis samomxmareblo Tvisebebi SesabamisobaSi moiyvanos momxmarebelTa konkretuli segmentis saWiroebebTan. es segmentebi SeiZleba gamoiyos iseTi niSnebis mixedviT, rogoricaa geografiuli raioni, eTnikuri gadawyvetileba, msyidvelobiTiunarianoba, gemovneba da sxva faq232 torebi, romlebmac SeiZleba gavlena moaxdinos momxmareblis mier yidvis gadawyvetilebis miRebaze. funqciuri strategiebi. funqciuri strategiebi gansazRvraven kompaniis sxvadsxva funqciebis marTvis wesebs, rogoricaa marketingi, sawarmoo operaciebi, adamianuri resursebi, samecniero kvleviTi da sacdel-sakonstruqtoro samuSaoebi da sxva. gaiTvaliswineba, rom kompaniis funqciuri strategiebi SeTanxmebuli unda iyos saerTaSoriso korporaciul strategiebTan da biznes strategiebTan. funqciur strategiebs miekuTvneba saerTaSoriso finansuri strategia, saerTaSoriso sawarmoo strategia da sxva, romlebic calke iqneba ganxiluli. aq SevCerdebiT mxolod or maTganze. esenia: saerTaSoriso finansuri strategia, romelic moicavs iseT sakiTxebs, rogoricaa kapitalis miznobrivi struqtura, sainvesticio politika, sazRvargareTuli valutis maragebi, riskebis Semcirebis meTodebi, davalianebaTa marTvis politika da sabrunavi kapitalis marTva. rogorc wesi, saerTaSoriso kompaniaSi finansuri strategia muSavdeba rogorc mTliand kompaniisTvis, ise misi calkeuli strategiuli sameurneo erTeulisaTvis. ufro vrclad finansuri strategia ganixileba saerTaSoriso marketingis strategiaSi. saerTaSoriso sawarmoo strategia gansaszRvravs kompaniis produqciisa da momsaxurebis Seqmnis (warmoebis) process. igi qmnis gadawyvetilebis miRebis safuZvels momaragebis, sawarmoTa simZlavreTa ganlagebis, sawarmoTa dagegmarebis da dizainis, teqnologiis da materialuri maragebis marTvis Sesaxeb. saerTaSoriso strategiis formirebis Semdeg etapze aucilebelia ganisazRvros, Tu kompaniam romel bazrebze unda SeaRwios da romel bazrebs unda aaridos Tavi. amis Semdeg aucilebelia ganisazRvros kompaniis miznobriv bazrebze SeRwevis saSualebebi. 233 7.4. sagareo bazrebze SeRwevis strategiebi saerTaSoriso kompania, gasulia ra sazRvargareTis qveynebis bazrebze, mudmivad unda cdilobdes rogorc TiToeul qveyanaSi bazris xvedriTi wilis gafarToebas, ise axali qveynebis bazrebze gasvlas. kompania am problemebs warmatebiT gadaWris gareSe ver gaxdeba lideri Tavis dargSi (industriaSi). biznesis Semdgom ganviTarebaze orientirebulma firmebma aucilebelia daikavon momgebiani poziciebi sazRvargareTis bazrebze, raTa Tavi gaarTvan konkurentul brZolebs da gamarjvebulebi gamovidnen. rogorc aRiniSna, Tanamedrove pirobebSi biznesis seriozuli gafarToebis erT-erT ZiriTad gzas sazRvargareTis bazrebze gasvla da maTi ricxvis gza warmoadgens. amitomacaa, rom amJamad gansazRvrulia ZiriTadi miznebi, romlebic kompaniebs ubiZgeben sazRvargareTis bazrebze gasvlas. mas miekuTvneba: kompaniis produqciisa da momsaxurebis momxmarebelTa raodenobis gazrda, produqciis warmoebisa da transportirebis danaxarjebis Semcireba, konkuretunarianobis amaRleba, kompaniis ZiriTadi komponentebis realizeba da konkurentebze upiratesobebis miRweva, ekonomikuri riskebis Semcireba. kompaniis produqciisa da momsaxurebis momxmarebelTa raodenobis gazrdis saWiroeba gansakuTrebiT aqtualuri xdeba maSin, rodesac erovnuli Siga bazari gajerebuli xdeba da amasTan, konkurentebi Zlierebi arian, ris gamo maTi Seviwroebis xarjze SeuZlebeli xdeba momxmarebelTa gazrda da bazris gafarToeba. aseT situaciaSi kompaniam unda gamoiyenos sagareo bazarze gasvlis misTvis ufro misaRebi romelime meTodi. danaxarjebis Semcirebis da konkurentunarianobis amaRlebis miznis miRwevis erT-erTi mniSvnelovani saSualebaa sazRvargareTis bazrebze saqonlisa da momsaxurebis eqsportireba. am gziT SesaZlebeli xdeba kom234 paniam gaafarTovos produqciisa da momsaxurebis warmoebis moculoba im donemde, rom SesamCnevi iyos warmoebis masStabidan miRebuli ekonomia danaxarjebs Semcirebis safuZvelze. es imavdroulad iwvevs kompaniis konkurentunarianobis mniSvnelovan amaRlebas. kompaniis ZiriTadi kompetenciebis realizaciisa da konkurentebze upiratesobis miznis miRwevaSi gansakuTrebul rols TamaSobs sagareo bazrebze SeRwevis praqtikuli ganxorcieleba. am SemTxvevaSi kompaniam SeiZleba realizeba gaukeTos mis iseT ZiriTad kompetenciebs, rogoricaa imiji, produqciisa da momsaxurebis maRali xarisxi, nou-hau da sxv. ekonomikuri riskebis donis Semcirebis miznis misaRwevad kompaniam SeiZleba gamoiyenos ucxour bazarze gasvlis strategia. rac ufro met ucxour bazarze damkvidrdeba kompania, miT ufro naklebad iqneba damokidebuli Siga sabazro operaciebze (koniunqturaze) anu Semcirdeba riskis done. garda amisa, mraval ucxour bazarze gasvliT kompania aseve amcirebs riskis dones, radgan erT qveyanaSi miRebuli SesaZlo danakargebi SeiZleba kompensirebul iqnes sxva qveynebSi aqtiurobis gazrdis xarjze. sagareo barebze SeRwevisa da damkvidrebisaTvis kompaniebis mier gamoiyeneba saerTaSoriso strategiebi. saerTaSoriso strategia gamoricxavs im moqmedebebs, romlebic unda ganaxorcielos kompaniam sazRvargareTis bazarze gasvlis SemTxvevaSi Tavisi konkurentebis qmedebebis mimarT. saerTaSoriso strategiebis SemuSavebisas kompaniebma winaswar Tanmimdevrulad unda gansazRvron strategiis SemuSavebis elementebi. saxeldobr: 1. Sesasvleli bazris geografiuli mdgomareba; 2. axal bazarze Sesasvleli strategia: axali Svilobili kompaniis Seqmna, kompaniis yidva, aliansSi Sesvla; 235 3. kompania axal bazarze Sesasvlelad ra ZiriTadi kompetenciebis gamoyenebas apirebs, anu ra maCveneblebiT iqneba misi produqcia mimzidveli momxmareblisaTvis? 4. axal bazarze Sesvlis etapebis gansazRvra: rodis Sedis bazarze, ra periodulobiT da ra wiliT aiTvisebs bazars? 5. axal sagareo bazarze Sesvlis ekonomikuri dasabuTeba: ramdeniT Semcirdeba produqciis (momsaxurebis) warmoebisa da realizaciis danaxarjebi? rogori iqneba fasebi da momgebianoba? rogorc cnobilia, saerTaSoriso strategiebis SemuSaveba-ganxorcieleba kompaniebis mxridan moiTxovs ufro meti faqtoris gaTvaliswinebas, vidre Siga bazarze moqmedebis strategiis SemuSavebisas. es ganpirobebulia imiT, rom qveynebi erTmaneTisgan gansxvavdebian geografiuli, erovnuli, socialur-kulturuli, ekonomikuri da mTeli rigi sxva pirobebiT. sxva qveynebis bazrebze kompaniebis dasamkvidreblad aucilebelia biznesis gaZRolisas gaiTvaliswinon yvela is Tavisebureba, romlebic gaaCniaT am qveynebis bazrebs erovnulTan SedarebiT. amJamad, kompaniebi sazRvargareTis qveynebis bazrebze gasvlis mizniT, maTTvis xelsayreli bazris Sesafaseblad, rac safuZvlad daedeba bazris SerCevas, iyeneben e.w. kage (CAGE) models, romelic gulisxmobs, rom qveynebs Soris kulturuli gansxvavebebis (k), administraciuli gansxvavebis (a), geografiuli gansxvavebis (g) da ekonomikuri gansxvavebis (e) gaanalizebis safuZvelze unda ganisazRvros saerTaSoriso bazarze gasvlis mizanSewoniloba da dadebiTi gadawyvetileba mxolod maSin unda iqnes miRebuli, roca dasabuTdeba warmatebis miRwevis SesaZlebloba. 236 Tanamedrove etapze sagareo bazrebze SesaRwevad gamoiyeneba sxvadasxva strategiebi (meTodebi). ganvixilod zogierTi maTgani: 1. eqsportis (eqsportingis) strategia. igi gulisxmobs erovnul qveyanaSi warmoebuli produqciis gatanas qveynis sabaJo sazRvrebs gareT da importirebuli saqonlis reeqsports. magram eqsportis strategiaSi mTavari mniSvneloba eniWeba sakuTar sawarmoo bazaze warmoebuli produqciis meSveobiT saerTaSoriso bazarze SeRwevas, radgan es ufro efeqtiania rogorc kompaniisaTvis, ise mTlianad qveynisTvis. Tavis mxriv gamoiyeneba eqsportis strategiis (meTodis) ori saxe — pirdapiri da arapirdapiri. pirdapiri eqsportis dros kompania uSualod TviTon axorcielebs produqciis (saqonlis) gatanas da gayidvas pirdapir sazRvargareTis qveynebis momxmarebelze. zogjer kompaniebi, sxvadasxva faqtorebis gaTvaliswinebis safuZvelze, sazRvargareTis bazrebze produqciis gatanas axorcieleben saSuamavlo firmebis meSveobiT, maTTan xelSekrulebis dadebis safuZvelze. arapirdapiri eqsportia maSin, roca kompaniis produqciis qveynis farglebs gareT gatana xorcieldeba sazRvargareTis qveynis kompaniis — Suamavlis meSveobiT, romelic SemdgomSi mas yidis momxmarebelze. sazRvargareTis kompania Suamavlebs, romlebic axorcieleben saeqsporto produqciis ganawilebas (gayidvas) da marketings, saeqsporto savaWro kompaniebs uwodeben. rac Seexeba im kompaniebs, romlebic dasaqmebulni arian eqsportiori kompaniis saxeliT eqsportis ganxorcielebaze, uwodeben eqportis marTvis kompaniebs. eqsportis aseTi strategia SesaZleblobas iZleva Semcirdes riskis done da moTxovna finansur resursebze. garda amisa, am SemTxvevaSi kompanias SeuZlia dazogos saxsrebi sazRvargareT pirdapiri investiciebis ganxorcielebaze an 237 sruliad uari Tqvas masze. magram, manam, sanam kompania mimarTavs am strategias, saWiroa moaxdinos Sesabamisi gaangariSebebi. saxeldobr, im kompaniam unda gamoiyenos es strategia, romlis produqciis warmoebis danaxarjebi ufro dabalia, vidre saeqsporto qveyanaSi. am SemTxvevaSi yuradReba unda mieqces produqciis transportirebis danaxarjebis sidides da Tu igi maRali iqneba, kompaniam uari unda Tqvas am strategiis ganxorcielebaze. sxva SemTxvevaSi igi damarcxebuli gamova sazRvargareTis kompaniebTan konkurentul brZolaSi. 2. saerTaSoriso licenzireba. mocemuli strategia (meTodi) niSnavs ucxouri kompaniebisaTvis aramaterialur faseulobaTa gamoyenebis uflebis gadacemas garkveuli pirobebiTa da droiT. zogadad termini licenzia laTinuri sityvaa (Licentia) da nebis darTvas niSnavs. licenzias pirvel rigSi gascems Sesabamisi saxelmwifo organo saqonlis eqsportsa da importze. am nebarTvis damadasturebel sabuTs licenzia ewodeba, xolo sabuTis SedgenisaTvis saWiro procedurebis Catarebas licenzireba. licenziis gacemis ufleba aqvs kompaniasac im pirobiT, Tu Sesrulebuli iqneba im qveynis Sesabamisi organoebis (sakanonmdeblo) moTxovnebi, romlebSic licenziis gamcemi kompania imyofeba. am SemTxvevaSi, rogorc wesi, ideba salicenzio xelSekruleba mxareebs Soris. licenzirebis strategia (meTodi) mizanSewonilia gamoyenebuli iyos maSin, roca: — kompanias gaaCnia mniSvnelovani nou-hau, an saerTaSoriso mniSvnelobis dapatentebuli saqoneli; — kompanias ar gaaCnia saerTaSoriso bazarze damoukideblad SeRwevis resursuli uzrunvelyofa; — kompanias damoukideblad ar SeuZlia sagareo bazarze SesvlasTan dakavSirebuli riskisa da sirTuleebis daZleva. 238 kompania, romelic licenzias gascems ucxour kompaniaze, ar gaiRebs raime mniSvnelovan danaxrjebs da ar midis riskze, rac axasiaTebs sxva raime meTodiT kompaniis saerTaSoriso bazarze gasvlasa da damkvidrebas, Tumca iRebs Semosavals (roialts). licenzirebis strategias gaaCnia garkveuli naklovanebebic. kerZod, nou-haus licenzireba dakavSirebulia riskTan, radgan nebarTvis gacemis Semdeg kompanias uZneldeba kontroli salicenzio xelSekrulebiT gaTvaliswinebuli pirobebis dacvaze. garda amisa, licenzirebis Semdeg SesaZlebelia konkurenti kompaniebis konkurentunarianobis amaRlebis gamo gaZneldes konkurentul brZolaSi gamarjveba. 3. frenSaizingi. es strategia licenzirebis strategiis erTgvar saxesxvaobas warmoadgens. igi yvelaze metad gamoiyeneba momsaxurebis sferoSi, gansakuTrebiT vaWrobis dargSi. sakuTari biznesis dawyebis, gafarToebisa da swrafi zrdisaTvis zogierTi kompania iyenebs frenSaizings. igi gulisxmobs erovnuli kompaniis mier sazRvargareTis kompaniaze frenSaizis anu uflebis gadacemas _ gamoiyenos misi teqnologia, nou-hau, licenzia, savaWro marka, konsultaciebi da sxva, garkveuli gadasaxdelebis sanacvlod. amis safuZvelze frenSaizis gamcemi kompania iRebs mniSvnelovan damatebiT Semosavlebs. am strategiis gansaxorcieleblad ideba xelSekruleba frenSaizersa da frenSaizis mimRebs Soris. frenSaizis mimRebi Tavis Tavze iRebs pasuxismgeblobas misi sazRvargareT ganTavsebisa da riskis danaxarjebis Sesaxeb. frenSaizeris mTavar problemas warmoadgens xarisxis kontrolis ganxorcieleba. frenSaizis mimRebi sazRvargareTuli kompaniebi arc ise mkacrad icaven erTian standartebs. zogjer amis mizezia is, rom sxvadasxva qveynis tradiciebi da kultura erTnairad ar ganixilavs xarisxTan dakavSirebul sakiTxebs. zogadad arsebobs frenSaizingis oTxi ZiriTadi forma: sasaqonlo niSnis gamoyenebis frenSaizingi, mza 239 produqciis gayidvis frenSaizingi, saqonlis warmoebis frenSaizingi da saqmianobis saxeze frenSaizingi. 4. pirdapiri ucxouri investiciebis strategia. saerTaSoriso bazarze SesaRwevad kompaniebi xSirad irCeven pirdapiri investiciebis iseT strategias, romelic efuZneba sazRvargareTis qveynebis kapitalis monawileobiT erToblivi sawarmos Seqmnas. erToblivi sawarmoebi gansakuTrebiT warmatebiT iqmneba mrewvelobis dargebSi. am SemTxvevaSi erToblivi sawarmoebi, romlebic warmoedgenen ucxoelebis da adgilobrivebis sakuTrebas, qmnian erTobliv sawarmoo bazas, asruleben erTobliv sameurneo saqmianobas da aseve, marTaven erToblivad. aseT sawarmoebSi sxva danarCeni urTierTobebis regulireba xorcieldeba winaswar dadebuli xelSekrulebis safuZvelze. globaluri strategia. es strategia gansakuTrebiT warmatebiT gamoiyeneba im dargebSi, romlebSic konkurencia mimdinareobs msoflio masStabiT. globaluri strategia TiTqmis erTaniria yvela qveynisTvis, radgan yvela qveyana erTian konkurentul midgomas iyenebs da igi gamoixateba danaxarjebis minimizaciaSi, saqonlis diferenciaciasa da fokusirebaSi. globaluri strategiis ZiriTad damaxasiaTebel niSans warmoadgens: — kompaniebis strategiebis koordinacia da integracia msoflio masStabiT; — saqonlisa da momsaxurebis gayidvebis (ganawilebis) ganxorcieleba msoflios yvela an umetes qveyanaSi. arsebobs globaluri strategiis Semdegi saxeebi: — globaluri dabali danaxarjebis strategia, roca kompaniis mTavar amocanas warmoadgens konkurentebTan SedarebiT dabali sawarmoo danaxarjebis uzrunvelyofa msoflios yvela an misTvis ufro mniSvnelovan bazrebze. — globaluri diferenciaciis strategia, romlis dros kompania axdes saqonlis diferenciacias sxvadasxva 240 qveyanaSi erTi da igive maxasiaTeblebis mixedviT, raTa Seiqmnas maRali imiji da konkurentuli upiratesoba; — globaluri fokusirebis strategia, rodesac kompaniis mizans warmoadgens strategiulad saWiro identuri niSis momsaxureba da kompaniis strategiuli moqmedeba koordinirebulia msoflio bazris farglebSi, raTa miznobriv niSaSi miRweuli iqnes konkurentuli upiratesoba. amasTan, es moqmedeba efuZneba dabal danaxarjebs da diferenciacias. sakontrolo kiTxvebi: 1. ra aris saerTaSoriso strategiuli menejmenti? 2. daasaxeleT saerTaSoriso kompaniis mier konkurentuli upiratesobis miRebis is sami wyaro, romelic miuwvdomelia adgilobriv bazarze momuSave kompaniisaTvis. 3. ratom aRmocendeba siZneleebi kompaniis mier am sami konkurentuli upiratesobis paralelurad gamoyenebis SemTxvevaSi? 4. CamoTvaleT oTxi ZiriTadi koncefcia, romelTa safuZvelze xorcieldeba strategiuli marTva (menejmenti) umetes mravalerovnul koeporaciebSi? 5. daasaxeleT gasxvavebebi saerTaSoriso strategiis formirebasa da realizacias Soris. 6. CamoTvaleT saerTaSoriso strategiis formirebis etapebi. 7. daasaxeleT saerTaSoriso strategiis oTxi elementi. 8. aRwereT kompaniis gansakuTrebuli kompetenciis roli da mniSvneloba ama Tu im sferoSi saerTaSoriso strategiis formirebis procesSi. 9. CamoTvaleT saerTaSoriso strategiis sami done. 10. aRwereT da daaxasiaTeT korporaciuli strategiisadmi sami ZiriTadi midgomis Taviseburebani. 241 11. aRwereT da daaxasiaTeT biznesstrategiis formirebisadmi sami ZiriTadi midgomis Taviseburebani. 12. daasaxeleT funqciuri strategiis ZiriTadi tipebi, romlebic gamoiyeneba saerTaSoriso kompaniebSi. 13. CamoTvaleT sagareo bazrebze SeRwevis strategiebi. literatura: Sengelia T., biznesis administrirebis safuZvlebi, Tb., 2008; 2. gigiaSvili o., strategiuli menejmenti, Tb., 1998 3. Гриффин Р., Пастей М., Международный бизнес, 4-е изд., Пер. сангл., под ред. А.Г. Медведева, спб.: Питер, 2006. 1. 242 Tavi VIII saerTaSoriso strategiuli aliansebi Sesaswavli sakiTxebi: 1. 2. 3. 4. 5. kompaniebis saerTaSoriso TanamSromloba; erToblivi sawarmoebi; strategiul aliansSi gaerTianebis motivebi; startegiuli aliansis formebi; starategiuli aliansebis sasicocxlo cikli. 8.1. kompaniebis saerTaSoriso TanamSromloba biznesis globalizacia did investiciebs saWiroebs, gansakuTrebiT maSin, Tu warmatebis miRwevis mTavar pirobas warmoadgens gadawyvetilebebis koordinacia iseT sferoebSi, rogoricaa: axali produqtis SemuSaveba, misi warmoeba, ganawileba da marketingi. amasTan, SeiZleba aRmoCndes, rom kompania ganicdis resursebis deficits, romelic saWiroa saerTaSoriso masStabiT konkurentebTan brZolis sawarmoeblad, an axali produqtis Seqmnis didma danaxarjebma gaauaresa firmis biujetis mdgomareoba. aseTi sawarmos mxridan, sapasuxo qmedeba SeiZleba iyos partniorebis moZieba, romelTanac SesaZlebeli iqneba danaxarjebis da riskis ganawileba. movlenebis ganviTarebis kidev erTi variantia kompaniis mier axali teqnologiis floba ama Tu im saqonlis sawarmoeblad. Tu ar gaaCnia saTanado sawarmoo simZlavreebi da ganawilebis qseli, aseT dros kompania iwyebs sxva firmebis Zebnas iseTi gamocdilebiT da upiratesobebiT, romelic Seavsebs mis sust mxareebs da Seamcirebs safrTxeebs. kompaniebis saerTaSoriso TanamSromlobam SeiZleba sxvadasxva saxe miiRos, kerZod: dapatentebul teqno243 logiebze licenziebis gacvla, sawarmoo simZlavreebis erToblivi gamoyeneba, kvlevebis erToblivi dafinanseba, aseve, partnioris produqciis gasaReba sakuTari qselebis meSveobiT. TanamSromlobis aseTi formebi Tanamedrove literaturaSi cnobilia `strategiuli aliansebis~ saxelwodebiT. strategiuli aliansi warmoadgens monawileebis konkurentuli poziciebis gamyarebaze gamiznul grZelvadian, urTierTxelsayrel SeTanxmebas or an met kompanias Soris da iTvaliswinebs resursebis, codnis da SesaZleblobebis gaziarebas. strategiuli aliansebi iqmneba rogorc sapasuxo reaqcia teqnologiur an sabazro gaurkvevlobaze. misi organizacia sxvadasxva formiT SeiZleba moxdes — Sesyidvebze an gasaRebaze grZelvadiani SeTanxmebiT dawyebuli da erToblivi sawarmos SeqmniT damTavrebuli. maT Soris SeiZleba iyos salicenzio SeTanxmebebi da samecniero-kvleviTi TanamSromloba. yvela aliansi urTierTvaldebulebebs iTvaliswinebs da partniorebisaTvis xelmisawvdoms xdis erTmaneTis resursebs. nebismier alians gaaCnia miznebi, romelic monawile kompaniebis strategiul interesebTanaa dakavSirebuli. aliansis miznebi wevrebis interesebidan gamomdinareobs. strategiuli aliansi SeiZleba emsaxurebodes rogorc TavdaciT, aseve SeteviT miznebs. SeteviTi aliansebi SeiZleba iyos gamiznuli axali bazrebis Seqmnasa an arsebulSi SeRwevaze, dargis standartebis Camoyalibebasa da dacvaze, garkveuli politikuri cvlilebebisaTvis mzadyofnaze. TavdacviTi aliansebis mizans warmoadgens arsebuli sabazro poziciebis dacva an gamyareba, finansuri riskebis ganawileba, romelic maRal teqnologiebs ukavSirdeba, an warmoebis masStabidan ekonomiis miReba. am miznebis misaRwevad TavdacviT aliansebSi xSirad xdeba sawarmoo simZlavreebisa da sxva saSualebebis gaerTianeba. 244 aliansis mizans SeiZleba, aseve, warmoadgendes swavlisaTvis SesaZleblobebis Seqmna. magaliTad, swavla SeiZleba iTvaliswinebdes inovaciuri teqnologiebis xelmisawvdomobas, an finansebis, marketingis da warmoebis sferoSi gamocdilebis gaziarebas. aseTi midgomis erTerTi Sedegia produqciis warmoebaze an axali teqnologiebis aTvisebaze daxarjuli drois Semcireba. magram, aseT swavlas uaryofiTi mxarec gaaCnia, zogjer kompaniebi aliansis SigniT arsebul kavSirebs arakeTilsindisierad iyeneben da iTviseben gulubryvilo partnioris teqnologiur siaxleebs. amasTan, aliansis formirebam SeiZleba Serwymis an STanTqmis wina periodis rolic Seasrulos. erTi mxriv, aliansis Seqmna partniorebs saSualebas aZlevs gaamyaron kavSirebi da gaamartivon Serwymis rTuli procesi. meore mxriv, aliansis formireba saSualebas iZleva Tavi avaridoT naCqarevi gadawyvetilebebis miRebiT gamowveul Secdomebs. strategiul aliansSi Semaval partniorebs SeuZliaT sakuTari saqmianobis koordinacia axali produqtis SemuSavebis, marketingis da marTvis sferoSi gamocdilebis gaziarebiT. magaliTad, Kodak da Fuji aris ori Seurigebeli konkurenti fotofirebis bazarze, maT Seqmnes strategiuli aliansi fotoaparatebis iseT mwarmoeblebTan, rogoricaa Canon, Minolta da Nikon. am aliansis amocana iyo foto aparatebis da fotofirebis axali standartis Seqmna, romelmac `Advanced Photo System~ (mowinave fotosistema) saxelwodeba miiRo. axali standarti gamiznulia suraTis gadaRebis procesis gamartivebasa da xarisxis amaRlebaze. XXI saukunis dasawyisSi gaaqtiurda kompaniebs Soris strategiuli aliansebis gaformebis procesi. magram statistika am mimarTulebiT arc Tu ise saxarbieloa: warumatebeli strategiuli aliansebis wili zogierT dargSi 60 procents aWarbebs. Tu am maCvenebels kompaniebis mier bazarze axali saqonlis danergvis warumeteblobis 245 ricxvs SevadarebT, maSin warmatebuli strategiuli aliansebis wili arc ise mcired mogveCveneba. sawarmoebi strategiul aliansSi Sedian ganusazRvrelobis an bazris konkurenciuli Zalebis zewolis gamo. amitom, TviT aliansis Camoyalibebis procesSi arc Tu ise mcire riski imaleba, riTac SeiZleba warumateblobis sakmaod maRali procentic aixsnas. amasTan, mokavSireTa operaciebis zrda ar amcirebs warumatebeli SemTxvevebis wils, rac imaze migvaniSnebs, rom aucilebelia saerTaSoriso biznesis am formis ufro Rrmad Seswavla da misi funqcionirebis TaviseburebebSi garkveva. 8.2. erToblivi sawarmoebi erToblivi sawarmo (joint venture) strategiuli aliansis gansakuTrebuli formaa, romelic iTvaliswinebs ori an meti kompaniis mier axali iuridiuli piris Seqmnas. 1986 wels aSS-Si gamocemul fundamentur naSromSi ,,International joint ventere~ mocemulia erToblivi sawarmoebis Semdegi niSan-Tvisebebi: 9 sxvadasxva qveynis sawarmoebis monawileoba. erToblivi sawarmoebi iqmneba rogorc erTi, ise ramdenime qveynis sawarmos monawileobiT. 9 regularuli da ara erTjeradi xasiaTis saqmianobisaTvis TanamSromloba. 9 sawarmos, rogorc damoukidebeli iuridiuli piris dafuZneba. erToblivi sawarmo iqmneba qveynis kanonmdeblobiT gansazRvruli formiT (Sps, ss da a.S.). 9 erToblivi sawarmos sakuTrebis forma. isini SeiZleba Seiqmnas kerZo kapitaliT, kerZo da saxelmwifo kapitaliT, erovnuli da saerTaSoriso organizaciebis monawileobiT. 246 9 erTobliv sawarmoSi partniorTa wili. erToblivi sawarmoebi iqmneba ori an meti partnioris monawileobiT paritetul safuZvelze an partniorTa wili sawarmos kapitalSi SeTanxmebiT ganisazRvreba. 9 saqmianobis sfero. erToblivi sawarmo SeiZleba Seiqmnas saqmianobis nebismier sferoSi, Tu masze raime SezRudva ar arsebobs. 9 monawileTa erToblivi marTviT moqmedeba. erToblivi sawarmoebis marTvaSi partniorebi iReben aqtiur an pasiur monawileobas. pirvel SemTxvevaSi isini uSualod axorcieleben sawarmos marTvas, meore SemTxvevaSi ki marTva daqiravebul menejerebs uwevT. erToblivi sawarmos Seqmnas mravali upiratesoba gaaCnia. maT Soris ZiriTadia: ¾ partniorTa Zalisxmevis gaerTianebisa da resursebis erToblivi gamoyenebis Sedegad sinergiuli efeqtis gaZliereba; ¾ Zlier partniorTan TanamSromlobiT mowinave teqnologiebis miReba; ¾ axal bazarze gasvla. erToblivi sawarmoebi firmebs SesaZleblobas aZlevs gaafarTovon saqmianoba axal bazarze. amasTan, riski mniSvnelovnad dabalia, vidre axali firmis SeZenisas an filialis gaxsnisas. erToblivi sawarmoebis gamoyenebiT firmebi iReben pirvelad informacias da iZenen axal bazrebze saqmianobis gamocdilebas; ¾ transfertuli fasebis gamoyenebiT xarjebis da gadasaxadebis Semcireba. erToblivi sawarmo sagareo bazarze SeRwevis mxolod erT-erTi formaa, arsebobs sxva alternatiuli variantebic: saeqsporto saqmianoba, licenzireba, frenSaizingi da pirdapiri ucxouri investiciebi. Tumca TiToeuli es forma gulisxmobs, rom kompania moqmedebs damoukideblad an qiraobs sxva firmas, romelic misi saxeliT 247 imoqmedebs. amis sapirispirod erToblivi sawarmo or an met kompanias Soris aqtiur TanamSromlobas gulisxmobs. aliansis monawile TiToeuli sawarmo dainteresebulia sakuTari miznebis miRwevaSi, risTvisac aqtiurad iyenebs sxva firmebTan TanamSromlobas. nebismieri SeTanxmeba TanamSromlobis Sesaxeb iTvaliswinebs marTvis gansazRvrul meTods. erToblivi sawarmo, romelic gancalkevebul iuridiul pirs warmoadgens, unda funqcionirebdes menejerebis koordinirebuli marTviT. SeiZleba gamovyoT erToblivi sawarmos marTvis sami tipi: pirvel SemTxvevaSi marTvas axorcielebs Tavad damfuZnebeli kompania; meore, erT-erT damfuZnebel kompanias SeuZlia aiRos erToblivi sawarmos marTvis ZiriTadi pasuxismgebloba; mesame, erToblivi sawarmos samarTavad SeiZleba daiqiravon damoukidebeli menejerebis gundi. ukanaskneli midgoma albaT yvelaze misaRebia, radgan damoukidebeli menejerebis Zalisxmeva koncentrirebuli iqneba erToblivi sawarmos efeqtianobaze da ara romelime damfuZnebeli kompaniis subieqtur interesebze. strategiuli aliansebis sxva formebis marTvis struqtura SesaZloa nakleb formaluri iyos da ganxorcieldes sakoordinacio komitetis meSveobiT, romelSic monawile kompaniebis warmomadgenlebi Sedian. marTvis formaluri struqtura erTobliv sawarmos sxva strategiul aliansebTan SedarebiT ufro moqnils da mravalferovans xdis. strategiuli aliansi, romelic ar miekuTvneba erToblivi sawarmos kategorias, SeiZleba Camoyalibdes mxolod imisaTvis, rom damfuZnebel kompaniebs daexmaros uaxloes momavalSi mosalodneli safrTxeebis daZlevaSi. erTobliv sawarmoebs meti sargeblis motana SeuZlia im SemTxvevaSi, rodesac firmebi gegmaven Rrma da grZelvadian TanamSromlobas. erToblivi sawarmo SeiZleba Seiqmnas iseT SemTxvevaSi, Tu firmebi TanamSromloben kvlevis, warmoebis da ucxour 248 bazarze SeRwevis sakiTxebSi. sxva tipis strategiuli aliansebi xSirad iqmneba konkretuli amocanebis gadasaWrelad, romlis miRwevis SemTxvevaSi aliansi iSleba. magaliTad, zemoT naxseneb fotoaparatebis da fotofirebis mwarmoebel kompaniebs Soris kavSiri daiSala axali standartis `Advanced Photo System~ Seqmnis Semdeg. ramdenadac erToblivi sawarmoebi iuridiul pirebs warmoadgenen, ufro xangZlivi periodis ganmavlobaSi saqmianoben. 8.3. strategiul aliansSi gaerTianebis motivebi strategiuli aliansi aZlierebs masSi Semaval kompaniebs da uqmnis damatebiT SesaZleblobebs. aliansSi gaerTianebiT saerTaSoriso kompaniisaTvis xelmisawvdomi xdeba oTxi ZiriTadi upiratesoba: axal bazarze gasvlis gamartivebuli SesaZlebloba; riskebis ganawileba; codnisa da gamocdilebis gaziareba; sinergia da konkurentuli upiratesobis gaZliereba. firma, romelsac surs axal bazarze SeRweva, ejaxeba uamrav sirTules, rogoricaa konkurentuli brZolis arsebuli praqtika an araxelsayreli samTavrobo gadawyvetilebebi. am sirTuleebis gadalaxvis erT-erTi martivi xerxia adgilobriv firmebTan TanamSromloba. amis alternativa iqneboda kompanias masStabis ekonomiisa da marketingis sferoSi operaciebis diversifikaciis xarjze moexerxebina ucxo bazarze SeRweva. Tumca aseT dros SeRwevis dabali tempi da axal bazarze imformaciis simcire zrdis firmis danaxarjebs. maSin, rodesac, axal bazarze miznis swarafi miRweviTa da danaxarjebis ekonomiiT strategiuli aliansi qmnis mniSvnelovan upiratesobas. 249 magaliTad, Worner Brothers, romelic aris Time Worner-is qaliSvili kompania, da dakavebulia mxatvruli filmebis gavrcelebiT, yuradReba miaqcia evropas, rogorc zrdis didi potencialis mqone miznobriv bazars. imisaTvis, rom daeCqarebina am bazarze SeRweva, man Seqmna erToblivi sawarmoebi kinoTeatrebis evropul qselebTan. strategiuli aliansebis formirebaze aseve axdens gavlenas mTavrobis mier miRebuli gadawyvetilebebi. bevri qveyana SeSfoTebulia ucxouri kompaniebis gavlenis zrdiT da Sida bazarze dasaSvebad transnacionaluri kompaniebisagan adgilobriv firmebTan TanamSromlobas moiTxovs. magaliTad, namibiis mTavroba ucxouri kompaniebisagan, romlebic Tevzis rewvas qveynis sazRvao akvatoriaSi axorcieleben, moiTxovs, rom iTanamSromlon adgilobriv firmebTan. sxva SemTxvevaSi TanamSromlobis moTxovna SeiZleba politikuri miznebiT iyos ganpirobebuli. Tanamedrove msoflio ekonomikis ZiriTadi dargebi konkurenciis maRali xarisxiT gamoirCeva. arcerT kompanias ar aqvs garantirebuli warmateba, rodesac is cdilobs ucxo bazarze SeRwevas an axali produqtis Seqmnas. strategiuli aliansi SeiZleba gamoyenebul iqnas aseTi riskebis Sesamcireblad. magaliTad, kompania Boeing-ma `Boeing777” Seqmnis procesSi finansuri riskebis Sesamcireblad daarsa strategiuli aliansi ramdenime iaponur kompaniasTan. samecniero kvleviTi samuSaoebi, proeqtireba da axali TviTmfrinavis usafrTxoebis gamocda miliardobiT dolari jdeba; amasTan, Tanxis didi nawili kompaniam iqamde unda gaiRos, sanam gaarkvevs, Tu rogor miiRebs bazari axal produqts. marTalia Boeing sakmaod warmatebuli kompaniaa TviTmfrinavebis warmobaSi, magram menejmenti mainc cdilobda Seemcirebina finansuri riskebi. amitom Boeing-ma daiwyo TanamSromloba sam iaponur kompaniasTan: Fuji, Mitsubishi da Kawasaki, romelTac 250 SeuTanxmda, rom 777 modelis korpusis 20% Seqmnaze iaponelebi izrunebdnen. Seqmnili aliansis lideri kompania Boeing aseve varaudobda, rom aliansis wevrebi xels Seuwyobdnen axali modelis gayidvas iseT iaponur kompaniebze, rogoricaa Japan Airlines da Nippon Airways. riskebis ganawileba warmoadgens erT-erT umniSvnelovanes faqtors, rodesac kompania cdilobs axal an riskisa da gaurkvevlobis maRali xarisxis mqone bazarze SeRwevas. strategiuli aliansis formirebis kidev erTi farTod gavrcelebuli mizezia is, rom kompaniebi am dros ivseben codnisa da gamocdilebis deficits. sawarmoSi SeiZleba Seiqmnas imis saWiroeba, rom meti Seityon ama Tu im produqtis warmoebis specifikis Sesaxeb; an imasTan dakavSirebiT, Tu rogor moizidon aucilebeli resursebi, rogor daZlion adgilobrivi xelisuflebis gadawyvetilebebTan dakavSirebuli sirTuleebi; an rogor marTon kompania ucxo garemoSi. am da sxva problemebze dawvrilebiTi da saimedo informaciis miwodeba SeuZlia strategiuli aliansis partniors. Sedegad, am gziT mopovebuli gamocdileba kompaniam SeiZleba sxva miznebis misaRwevad gamoiyenos. aSS-Si erT-erTi yvelazde warmatebuli erToblivi sawarmo iyo kompaniebis Toyota da General Motors-is mier Seqmnili firma. qalaq floridaSi (kaliforniis Stati) kompania GM-ma daxura erT-erTi Zveli manqanebis amwyobi sawarmo, radgan misi Senaxva did xarjebs ukavSirdeboda da ar uzrunvelyofda saTanado efeqtianobas. ramdenime xanis Semdeg Toyota-m gamoTqva survili Tavidan aemoqmedebina es qarxana da emarTa is erToblivi sawamos NUMMI (New United Motor Manufacturing, Inc) CarCoebSi. imis miuxedavad, rom orive partniori flobs Tanabar wils erTobliv sawarmoSi, mis saqmianobas Toyota warmarTavs. TiToeuli kompania aliansSi gaerTianda pirvel rigSi imisaTvis, rom mieRo saWiro codna. Toyota-s ainteresebda, Tu rogor moqceoda muSebs da detalebis mimwo251 deblebs aSS-is bazarze; GM-s ki surda pirveli wyarodan Seeswavla marTvis iaponuri meTodebi. miRebuli codna Toyota-m mogvianebiT gamoiyena qalaq jorjTaunSi (kentukis Stati) axali saamwyobo qarxnis asamoqmedeblad. GMma ki axali saamwyobo ganyofilebis Seqmnis da amoqmedebis teqnologiis Sesaxeb miRebuli informacia gamoiyena germaniis qalaq aizenSi. Sedegad am qarxnis mwarmoeblurobam orjer gadaaWarba GM-is mier aSS-is teritoriaze gaxsnil sxva sawarmoebisas. kompaniebi strategiul aliansSi aseve erTiandebian sinergiuli efeqtis misaRebad da konkurentunarianobis asamaRleblad. es upiratesoba warmoadgens strategiuli aliansis funqcionirebis yvela dadebiTi aspeqtis erTianobas. idea mdgomareobs imaSi, rom ucxour bazarze gasvlis gamartiveba, riskebis Semcireba da gamocdilebis SeZena erTobliobaSi strategiul aliansSi Semaval TiToeul kompanias saSualebas aZlevs miaRwios ufro maRal Sedegebs da mniSvnelovnad gaimyaros konkurentuli pozicia, vidre amas damoukideblad SesZlebda. magaliTad, momxmareblis TvalSi savaWro markis mimarT keTilsasurveli damokidebulebis formireba, ganawilebis efeqtiani qselis Seqmna, sacalo kompaniebTan kargi urTierTobebis Camoyalibeba — procesia, romelic didi droisa da fuladi saxsrebis xarjvas saWiroebs. am faqtorebma ualkoholo sasmelebis sididiT meore mwarmoebeli msoflioSi Pepsico, aiZula daefuZnebina erToblivi sawarmo Thomas J. Lipton Co, Unilever-is qaliSvil kompaniasTan. am erToblivi sawarmos amocana mdgomareobs RTD (ready-to-drink) klasis Cais sasmelebis warmoebasa da gayidvaSi. kompania Lipton-ma, romelzec aRniSnuli klasis sasmelebis bazris 50% modis, Seqmnil erTobliv sawarmos gauziara Cais warmoebis gamocdileba da msoflioSi aRiarebuli brendi `Lipton~. Pepsico-s mxridan axal erTobliv sawarmos gadaeca aSS-is bazarze saqonlis ganawilebis farTo, aprobirebuli qseli. 252 8.4. strategiuli aliansis formebi strategiul aliansSi Semavali kompaniebis TanamSromloba SeiZleba sxvadasxva mimarTulebiT viTardebodes. magaliTad, TanamSromlobam SeiZleba miiRos kompleqsuri forma, rodesac partniorebi yvela operaciaSi monawileoben — dawyebuli axali produqtis SemuSavebiT, damTavrebuli misi momxmareblamde mitaniT. xSirad kompaniebi aliansebs gacilebiT SezRuduli funqciebiTac qmnian, rodesac monawileebis Zalisxmeva koncentrirebulia biznesis mxolod erT elementze, magaliTad, samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebi. TanamSromlobis siRrme bunebrivia damokidebulia aliansSi Semavali kompaniebis strategiul amocanebze. kompleqsuri aliansebi iqmneba maSin, rodesac monawile kompaniebi Tanxmdebian produqtis bazarze danergvis rTuli procesis erTdroulad ramdenime etapis erToblivad ganxorcielebaze, rogoricaa: samecnierokvleviTi da sacdel-sakonstruqtoro samuSaoebi, daproeqteba, warmoeba, marketingi da ganawileba. aseT strategiul aliansebs gaaCnia saqmianobis farTo sfero, romlis efeqtianoba saWiroebs wevrebis finansuri, sawarmoo da marketinguli funqciebis koordinacias. amasTan, mravali mimarTulebis koordinacia SeiZleba mniSvnelovnad garTulos formaluri organizaciuli struqturis ar arsebobam. swored amitom, kompleqsur strategiul aliansebs ZiriTadad erToblivi sawarmos saxe aqvs. warmoadgens ra damoukidebel iuridiul erTeuls, erTobliv sawarmoSi SeiZleba ganxorcieldes biznesprocesebi, romelic pasuxobs aliansis saerTo miznebs da ar eqceva mxolod erT-erTi damfuZneblis subieqturi interesebis sferoSi (rogorc es sxva tipis strategiul aliansebSi SeiZleba moxdes). aRniSnulis garda, kompleqsuri strategiuli aliansis monawileTa Zalisxmevis gaerTianeba saSualebas iZ253 leva miRweul iqnes didi sinergiuli efeqti saerTo biznesis masStabebis gafarToebis xarjze. magaliTad, kompania General Mills jer isev rTuli brZola eqneboda evropul bazarze, Tu Nestle-sTan Seqmnili erToblivi sawarmo mxolod marketingul funqciebs Saesrulebda. Tumca TiToeuli kompaniis fardobiTi upiratesobis gaerTianebis xarjze Seiqmna axali erToblivi sawarmo, romelic kompania Kellogg-is ZiriTad konkurentad mogvevlina. strategiuli aliansebis saqmianobis sfero SeiZleba iyos gacilebiT viwro da moicavdes TanamSromlobis mxolod erT mimarTulebas. aseT SemTxvevaSi monawile kompaniebis interesebis integracia naklebad rTulia. Sedegad msgavsi tipis strategiuli aliansebi umetes SemTxvevaSi erToblivi sawarmoebis saxiT ar saqmianoben. am tipis strategiul aliansebs funqciurs uwodeben, maT miekuTvneba sawarmoo, marketinguli, finansuri da samecniero-teqnikuri aliansebi. sawarmoo aliansis farglebSi ori an meti kompania erToblivad awarmoebs produqcias an eweva momsaxurebas. sawamoo aliansebma SeiZleba gamoiyenon firma, romelic erT-erTi monawilis sakuTrebas warmoadgens. magaliTad, rogorc zemoT aRvniSneT, Toyota-s da General Motors-is mier Seqmnili erToblivi sawarmo NUMMI, moqmedebs GM-is yofil saamwyobo qarxanaSi. alternatiuli variantia, rodesac partniorebi axali qarxnis aSenebas gadawyveten, rogorc es Chrysler da BMW SemTxvevaSi iyo. maT samxreT amerikaSi aaSenes 1,4 litri moculobis 4 - cilindriani Zravebis mwarmoebeli qarxana. orive kompaniis xelmZRvanelobam icoda, rom konkurentunarianobis maRali donis SesanarCuneblad samxreT amerikasa da sxva ganviTarebad bazrebze aucilebeli iyo ekonomiuri Zravebis damzadeba. aRniSnuli kompaniebis specialistebi erTmaneTisagan damoukideblad mividnen daskvnamde, rom Zravebis axal qarxanaSi masStabis ekonomiis miReba SesaZlebeli iqneboda im SemTxvevaSi, Tu iwarmoeboda 400000 erTeuli we254 liwadSi. Tumca, TiToeuls SeeZlo aRniSnuli Zravis mqone mxolod 200000 avtomobilis gayidva. erToblivi sawarmos Seqmnam SesaZlebeli gaxada aRniSnuli problemis gadaWra da damatebiTi jildos saxiT aliansis monawileebs gauxsna Mercosur-is wevri qveynebis bazrebi. marketinguli aliansis CarCoebSi ori an meti kompania erToblivad axorcielebs marketinguli saqmianobis organizebas an uziarebs gamocdilebas aRniSnul sferoSi. aseT dros, umetes SemTxvevaSi, erT-erTi partniori cdilobs im bazarze sakuTari saqonlis damkvidrebas, sadac ukve iyideba meore partnioris produqcia. kompania, romelsac mopovebuli aqvs bazris aRiareba, exmareba axalbeda firmas marketinguli problemebis mogvarebaSi. avtoritetul kompanias SeuZlia daawesos fiqsirebuli gadasaxdeli aseTi daxmarebis sanacvlod, an miiRos procenti gayidvebidan. aRniSnulis garda, kompaniebma SeiZleba moilaparakon erTmaneTis produqciis gasaRebaze urTierTxelsayreli pirobebiT. Tumca, marketinguli aliansis formirebis procesSi partniorebi unda darwmundnen imaSi, rom kargad esmiT erTmaneTis saWiroebebi da molodini. finansuri aliansi gamiznulia ama Tu im proeqtis realizaciasTan dakavSirebuli finansuri riskebis Sesamcireblad. finansur strategiul aliansSi partniorebis monawileobis sxvadasxva varianti arsebobs. pirveli, rodesac monawileebs SeaqvT Tanabari fuladi Senatanebi proeqtis realizaciisaTvis. kidev erTi variantia — rodesac erTi mxare afinansebs proeqts, meore ki uziarebs Tavis codnas, gamocdilebas, sasargeblo kontaqtebs da a.S. maRalteqnologiuri dargebisaTvis damaxasiaTebeli swrafi progresi firmebisagan did danaxajebs saWiroebs samecniero kvlevebsa da sacdel-sakonstruqtoro samuSaoebze, rac xels uwyobs samecniero-teqnikuri strategiuli aliansebis ricxvis zrdas. aseTi aliansis 255 CarCoebSi partniorebi Tanxmdebian axali produqtis Sesaqmnelad saWiro kvlevebis erTobliv ganxorcielebaze. magaliTis saxiT SeiZleba moviyvanoT kompaniebis Intel, Micron Technology, Samsung, Hyundai, NEC da Siemens-is aliansi, romlis mizans warmoadgenda axali Taobis dinamikuri operatiuli mexsierebis sistemebis Seqmna. am tipis aliansebs, rogorc wesi, erToblivi sawarmos statusi ar gaaCnia, radgan partniorebi erTmaneTs gadascemen codnas samecniero konferenciebis dros. maT aseve SeuZliaT gacvalon samecniero naSromebi da estumron erTmaneTs laboratoriaSi. amas garda, damoukidebeli organizaciuli erTeulis Seqmna da misi saWiro personaliT dakompleqteba did xarjebTan iqneboda dakavSirebuli. maSin, rodesac, partniorebs SeuZliaT SeTanxmdnen maT laboratoriebSi Seqmnil siaxleebze licenziebis gacvlaze. aseT SemTxvevaSi aliansis farglebSi miRweuli teqnologiuri progresis Sedegebis xelmisawvdomobis TvalsazrisiT yvela partniori Tanabar pirobebSi iqneba. 8.5 strategiuli aliansebis sasicocxlo cikli strategiuli aliansebis Taviseburebis ukeT gaanalizebis saukeTeso saSualebas warmoadgens maTi funqcionirebis dinamikaSi Seswavla. am TvalsazrisiT saerTaSoriso biznesis organizaciisa da marTvis Tanamedrove literaturaSi aprobirebuli meTodia sasicocxlo ciklebi. aseT midgomas iyeneben kvlevisa da danergvis sferoSi samuSaoebis Casatareblad, sawarmoo procesis, produqtisa da bazris, organizaciis zrdisa da ganviTarebis Sesaswavlad. 256 strategiuli aliansebis sasicocxlo cikli stadiis maxasiaTeblebi winaTgrZnoba gataceba Sefaseba koordi- investinacia reba analogiuri interesebis da saWiroebebis gacnobiereba strategiuli interesebis Tanxvedra finansuri perspeqtivebi, ekonomikuri safuZveli, mokavSireebis informireba sawarmoo perspeqtivebi, Sromis ganawileba, paraleluri saqmianoba stabiarCelizacia vani rTuli gadawyvetilebebi, valdebulebebis aReba, resursebis gadanawileba, saqmianobis gafarToeba gazrdi- axla li ur- saiT? TierTdamokidebuleba, miRweulis SenarCuneba Cadebuli investiciebisa da miRebuli mogebis Sefaseba Ziripartnio- partnio- Sefaseba koordi- gafarTo- Segueba gadaTadi ris Zebna ris ga- molapa- nacia eba fasesaqmiamovlena rakebebi integra- zrda ba noba cia urTi- `dakvir- xedvis kontaq- molapa- valdebu- zusti gadaervebuli~ formitis daw- rakebebi lebebis Tanxved- faseTqmereba yeba miReba ra ba didebis aloetapi gi alian- meocnebe strate- advokati Suamava- wamqezemenejeri momsis megiuli li beli rigenejemfarvebeli ris li roli cxrili gviCvenebs strategiuli aliansebis sasicocxlo ciklis stadiebs. TiToeuli maTgani ganisazRvreba im cvlilebiT, romelic Tan axlavs Canafiqris realobad gadaqcevas. yvelaze adreuli stadiaa winaTgrZnoba, am etapze Cndeba strategiuli aliansis formirebasTan dakavSirebuli ocnebebi da ideebi. kompaniaSi iwyeba strategiuli alternativebis formulireba da ganisazRvreba potenciuri partniorebis SerCevis kriteriumebi. am stadiaze sruldeba winaswari samuSaoebi imis dasabuTebisaTvis, rom swored strategiuli aliansis formirebaa kompaniis Semdgomi ganviTarebis saukeTeso gza. 257 gatacebis stadiaze potenciuri partniori SerCeulia da iwyeba TanamSromlobis sakvanZo mimarTulebebis gamovlena. strategiuli koordinaciis mizniT saqmeSi aqtiurad erTvebian Tof-menejerebi. Sefasebis stadiaze sruldeba TanamSromlobis pirobebis formulireba. Tanxmdeba aliansis wevrebis marTvasa da mogebaSi monawileobis sakiTxebi. ganisazRvreba strategiuli aliansis ekonomikuri aspeqtebi da zustdeba finansuri perspeqtivebi. Semdgomi nabiji aris koordinacia, am dros formalurad iwyeba erToblivi saqmianoba da iqmneba myari TanamSromlobis struqturis ConCxi. kompaniebis xelmZRvaneloba koncentrirebulia integraciis amocanebis gadawyvetasa da axali saqmianobis koordinaciaze, rac saSualebas iZleva gaizardos mogeba mokavSireTa urTierTobebidan. investireba — stadia, romelzec kompaniebi awydebian aliansSi yofnis mZime realobas: droa gaRebul iqnas fuli (anu ganmtkicdes movaleobebi) proeqtis momavali ganviTarebisaTvis. rodesac aliansis gegmebis Sesabamisad iwyeba resursebis moZraoba, xedva iqceva ekonomikur realobad. bolo, stabilizaciis fazaSi saerTaSoriso strategiuli aliansi warmogvidgeba moqmed, sicocxlisunarian struqturad. miRweulia homeostazis mdgomareoba da yvela partniori koncentrirebulia strategiuli aliansis miznebze. strategiuli aliansis sasicocxlo ciklis fazebis martivi daxasiaTeba, bunebrivia, ar cvlis procesis dinamikis analizs. aseve, gasaTvaliswinebelia adamianebis, procesebis da saqmianobis mimarTulebebis dinamikac. cxrilidan Cans, rom saerTaSoriso strategiuli aliansi warmoadgens saqmiani da pirovnebaTaSorisi aqtivobis rTul kombinacias, romelic mimarTulia urTierTsasargeblo miznebis miRwevaze. orive sfero mniSvnelovan gavlenas axdes strategiuli aliansis ganviTarebaze. saqmiani ciklis Seswavla saSualebas gvaZlevs gavaanalizoT 258 aliansis komerciuli evolucia, xolo piradi urTierTobebis kvleva warmodgenas gviqmnis partniori organizaciebis da maTi personalis urTierTqmedebaze. saqmiani aqtivoba warmoudgenelia pirovnebaTaSorisi urTierTobebis gareSe. Sesabamisad, Tu ar dauTmobT saTanado yuradRebas biznessa da adamianebs, ver moxerxdeba aliansis potenciuri SesaZleblobebis realizacia. biznesis sasicocxlo ciklis koncefcia gvixsnis strategiuli aliansis ekonomikur miznebs da bevrad hgavs saqonlis sasicocxlo ciklis tradiciul koncefcias. TiToeuli stadia xasiaTdeba sakiTxebisa da saqmianobebis nakrebiT, romelic mimarTulia aliansis iseTi amocanebis gadawyvetaze, rogoricaa: procesebi da procedurebi, gare garemos cvlilebebi, konkurentebis potenciuri da realuri reaqcia, finansuri prognozebi, bazris misawvdomoba, momxmareblis kmayofileba, riskebisa da SesaZleblobebis ganawilebis meqanizmi. pirovnebaTaSorisi sasicocxlo ciklis koncefciiT SeiZleba aRvweroT strategiuli aliansis partniorebs Soris urTierTobis dinamika. TiToeuli faza moicavs gadasaWrel amocanaTa nakrebs pirovnebaTaSorisi urTierTobis sferoSi, rogoricaa: partnioris gacnoba, valdebulebebisa da ndobis ganviTareba, konfliqtebis gadaWra da imis gaazreba, Tu rogor unda ganxorcieldes marTva mravalganzomilebian struqturaSi. saqmiani da adamianuri urTierTobebi ganuyofelia, amitom kompanias ar SeuZlia koncentrireba moaxdinos mxolod aliansis komerciul logikaze. pirovnebaTaSorisi urTierTobebi warmoadgens saqmiani kontaqtebis gasaRebs da misi roli kidev ufro izrdeba, rodesac adamianebi ierarqiuli struqturis sxvadasxva safexurze imyofebian. pirovnebebs Soris gaCenili ndoba amartivebs urTierTobebs aliansis SigniT, rac gansakuTrebiT mniSvnelovania rTul periodSi. es aris erTgvari maSveli rgoli, romelic icavs alianss daSlisagan, maSin, rode259 sac misi efeqtianoba dabalia da gegmebi ver sruldeba. magram gulubryviloba iqneboda gvefiqra, rom aliansis gadasarCenad sakmarisia myari adamianuri urTierTobebi — kargi saqmiani perspeqtivebi aranaklebmniSvnelovania. zogjer strategiuli aliansi iqmneba mxolod imis Sedegad, rom monawile kompaniebis xelmZRvanelebi eZeben TanamSromlobis saSualebas, Tumca, am urTierTobebis ganviTarebisaTvis saWiroa myari saqmiani logika. ndobis atmosfero partniorebs icavs gauazrebeli nabijebisagan iseT situaciebSi, rodesac saWiroa problemis swrafi gadawyveta da investiciebis gadarCena. sainteresoa, rom rodesac biznesi warmatebiT mimdinareobs, partniorebisaTvis damaxasiaTebelia pirovnebaTaSorisi problemebis ignorireba. es savsebiT bunebrivia, radgan ekonomikuri keTildReobis pirobebSi viTardeba usafrTxoebis cru rwmena da izrdeba moTminebis xarisxi pirovnebaTaSorisi problemebis mimarT. krizisis warmoqmnis SemTxvevaSi aseTi mdgomareoba SeiZleba Zalian Zvirad daujdes strategiul alianss. am dros kompaniam unda SeinarCunos keTilgoniereba, radgan piradi interesebis gavleniT adamianebi daiwyeben saqmis interesebis ugulebelyofas. Tu komerciuli perspeqtivebi realurad mimzidvelia, piradi urTierTobebis Zalam xeli ar unda SeuSalos jansaRi gadawyvetilebis miRebas. saerTaSoriso strategiuli aliansis marTva urTulesi saqmea, am dros gadasaWreli amocanebi droSi icvleba. TviT aliansis buneba arTulebs mis marTvas. strategiuli aliansi aerTianebs or an met damoukidebel kompanias — TiToeuls sakuTari amocanebiT, miznebiTa da kulturiT. amasTan, kompaniis kultura mxolod erovnul Taviseburebebamde ar daiyvaneba. arsebobs korporaciuli kulturis iseTi aspeqtebi, romelic gavlenas axdens kompaniebis erTad muSaobis unarze. amitom, strategiuli aliansis samarTavad irCeven gansakuTrebuli una260 rebis mqone menejerebs. martivad rom vTqvaT, strategiuli aliansis warmateba damokidebulia mis xelmZRvanelze. strategiuli aliansis ganviTarebis adreul stadiaze menejeris roli ganWvretasa da mfarvelobaSi gamoixateba. upirvelesi amocanaa, aliansis Seqmnis ideis sworad formulireba, xolo Semdeg misi popularizacia kompaniaSi. mas Semdeg, rac axali struqtura garkveul konturebs SeiZens, menejeri Sedis advokatis rolSi — aucilebelia dainteresebuli mxareebis Tanxmobis miReba kompaniaSi da mis gareT. aliansis saqmianobis stabilizaciis etapze menejeris saqmianobaSi mTavari xdeba xelmZRvaneloba da zedamxedveloba ganxorcielebul operaciebze, aseve, momrigeblis rolis Sesruleba wevrebs Soris konfliqtis warmoqmnis SemTxvevaSi. aq arsebiTi is aris, rom menejeris mTavari sazrunavi icvleba droSi strategiuli aliansis ganviTarebasTan erTad. sakontrolo kiTxvebi: 1. ra aris strategiuli aliansi? 2. ra movlenebma SeiZleba ubiZgos kompanias strategiul aliansSi gerTianeba? 3. ra miznebs emsaxureba strategiuli aliansi? 4. rogoria erToblivi sawarmos ZiriTadi niSnebi? 5. erToblivi sawarmos marTvis ra tipebi iciT? 6. CamoTvaleT da daaxasiaTeT strategiuli aliansis ZiriTadi upiratesobebi. 7. daaxasiaTeT strategiuli aliansis sasicocxlo ciklis stadiebi. 261 literatura: 1. yorRanaSvili l., saerTaSoriso biznesis organizaciul-samarTlebrivi safuZvlebi, Tb., 2006; 2. yorRanaSvili l., saerTaSoriso biznesi, Tb., 1998; 3. SaburiSvili S., TavarTqilaZe m., saerTaSoriso strategiuli aliansebis sasicocxlo cikli, samecniero Sromebis krebuli, ekonomikisa da biznesis ganviTarebis tendenciebi saqarTveloSi, Tb., 2010; 4. Гриффин Р., Пастей М., Международный Бизнес, М. 2006. 262 Tavi IX saerTaSoriso organizaciuli struqturebi da kontroli Sesaswavli sakiTxebi: 1. organizaciuli struqturebis arsi; 2. globaluri organizaciuli struqturebi; 3. centralizacia da decentralizacia; 4. kontrolis funqcia saerTaSoriso biznesSi. 9.1. organizaciuli struqturebis arsi qveganyofilebebisa da muSakTa saqmianobis koordinaciis uzrunvelyofis mizniT, organizaciebi qmnian struqturebs, romlebic erTmaneTisgan gansxvavdebian centralizaciisa da decentralizaciis sirTuliT (saqmianobis calkeul funqciebad dayofis xarisxiT), formalizaciiT (adre dadgenili wesebisa da procedurebis gamoyenebis xarisxiT) da TanafardobiT (e.i. doneebiT, romlebzec miiReba mmarTvelobiTi gadawyvetilebebi). organizaciaSi struqturuli urTierTkavSirebi mravali mkvlevarisa da xelmZRvanelis yurdRebis centrSia. imisaTvis, rom efeqtianad iqnes miRweuli miznebi, aucilebelia samuSaoebis, qveganyofilebebisa da funqciuri erTeulebis struqturis gageba. samuSaoTa da adamianTa organizacia Zlier gavlenas axdens momuSaveTa qcevaze. struqturuli da qceviTi urTierTkavSirebi, Tavis mxriv, exmareba organizacias miznebis dadgenaSi, gavlenas axdens muSakebis damokidebulebasa da qcevaze. struqturuli midgoma gamoiyeneba organizaciebSi saqmianobis ZiriTadi elementebis da maT Soris urTierTkavSiris uzrunvelsayofad. is gulisxmobs Sromis da263 nawilebas, kontols, decentralizaciisa da departamentalizaciis gamoyenebas. organizaciis struqtura (organization design, organization sructure) organizaciis qveganyofilebebs da muSakebs Soris fiqsirebuli urTierTkavSirebia. organizaciuli struqtura korporaciis masStabiT saqmianobis samarTavad gamoyenebuli urTierTdakavSirebuli struqturuli komponentebisa da maTi konfiguraciebis yovlismomcveli sqemaa. kompaniisaTvis misaRebi organizaciuli struqturis arCeva damokidebulia kompaniis sidideze, strategiaze, gamoyenebul teqnologiebze, gare ekonomikur pirobebsa da im qveynebis kulturul Taviseburebebze, sadac kompania bizness eweva. SeuZlebelia kompaniis funqcionireba sxvadasxva struqturuli qvedanayofis erTian sistemad gaerTianebis gareSe. kompaniisaTvis misaRebi organizaciuli struqturis formireba xels uwyobs iseTi amocanebis Sesrulebas, rogoricaa: • kompaniis resursebis ganawileba; • kompaniis TanamSromlebs Soris Tanamdebobrivi valdebulebebis ganawileba; • TanamSromelTa informireba kompaniaSi misaRebi wesebisa da procedurebis Sesaxeb; • im informaciis Sekreba da gadacema, romelic gamoiyeneba problemis gadawyvetis procesSi. am ukanasknel amocanas, anu informaciis Sekrebasa da gadacemas, Zalze didi mniSvneloba aqvs saerTaSoriso kompaniisaTvis, radganac kompaniis Stab-binasa da qvedanayofebs Soris, romlebic mTel msoflioSia gafantuli, uzarmazari informaciis gacvla xdeba. kompaniis formireba uwyveti procesia. kompaniis sasicocxlo ciklis ganmavlobaSi misi organizaciuli struqtura ar aris ucvleli. gamokvlevebiT dadgenilia, rom damoukidebel kompaniaTa umravlesobasa da msxvil kompaniaTa qvedanayofebis organizaciul stuqturebSi 264 umniSvnelo cvlilebebi weliwadSi saSualod erTxel, xolo arsebiTi cvlilebebi — 4-5 weliwadSi erTxel xdeba. am cvlilebebs iwvevs kompaniis strategiis cvlileba. warmatebuli kompaniis ZiriTadi maxasiaTebelia organizaciuli struqturis strategiasTan SesabamisobaSi moyvanis unari. kompaniis strategia, romelic gulisxmobs saerTaSoriso saqmianobis gafarToebas, gavlenas axdens mis organizaciul struqturaze. Tumca unda aRvniSnoT, rom vidre kompanias SezRuduli raodenobis saerTaSoriso operaciebi aqvs, igi agrZelebs arsebuli organizaciuli struqturis gamoyenebas. aseT dros sagareo vaWrobis operaciebis Sesruleba davalebuli aqvT marketingis an safinanso ganyofilebebs. aseTi Tanmdevi midgoma (Corollary approach) mcire saerTaSoriso operaciebis mqone kompaniisaTvis tipuria. rogorc ki kompaniaSi saerTaSoriso operaciebis moculoba gaizrdeba, saeqsporto ganyofilebis (export departament) saWiroebac Seiqmneba. am ganyofilebis muSakTa funqciebSi Sedis saerTaSoriso operaciebis Sesrulebis kontroli, SekveTebis damuSaveba, produqciis marketingi, ucxoel distributorebTan kontaqtebis damyareba-SenarCuneba da a.S. Tavdapirvelad am ganyofilebis ufrosi SeiZleba eqvemdebarebodes marketingis an safinanso ganyofilebis ufross, saerTaSoriso operaciebis gafarToebis Semdeg ki misi statusi zemoaRniSnul ganyofilebebis ufrosebTan gaTanabrdeba. kompaniaSi saerTaSoriso operaciebis aqtivizaciis kvalobaze, kompaniis saeqsporto ganyofileba veRar SeZlebs masze dakisrebuli movaleobis Sesrulebas da iwyebs TanamSromelTa gagzavnas sazRvargareT ucxouri bazrebis Sesaswavlad anda xsnis Svilobil sawarmoebs. xSirad saeqsporto ganyofilebis specialistis gamocdileba ar aris sakmarisi wamoWril problemaTa da didi moculobis samuSaos Sesasruleblad. aseT dros kompania cvlis organizaciul struqturas da masSi Seh265 yavs axali samsaxuri _ saerTaSoriso qvedanayofi (International Division). es qvedanayofi axdens resursebis koncentracias kompaniis saerTaSoriso operaciebisTvis da orientirebulia am operaciebis Sesabamisi specialuri programebis SemuSavebaze. 9.2. globaluri organizaciuli struqturebi erovnul kompaniaSi, rogorc aRvniSneT, mravalgvari saerTaSoriso operaciis Sesrulebas saerTaSoriso qvedanayofebi axorcieleben. SemdegSi, roca isini gardaiqmnebian mravalerovan kompaniebad, auqmeben aseT qvedanayofebs da ayalibeben globalur organizaciul struqturas, romelmac unda uzrunvelyos kompaniis teritoriulad daSorebul sawarmoTa urTierTqmedeba da kompaniis strategiis realizacia. aseTi tipis struqturis Seqmna kompaniis saerTaSoriso konkurentunarianobis uzrunvelsayofad sami ZiriTadi tipis informaciis Tavmoyras gulisxmobs, esenia: 1. informacia teritoriebis Sesaxeb (kompaniis menejerebs unda hqondeT informacia im qveynebis bazrebis ekonomikuri, socialuri, komerciuli da sxva pirobebis Sesaxeb, sadac kompania bizness eweva); 2. informacia saqonelze (menejerebi informirebuli unda iyvnen im faqtorebze, romlebic gavlenas axdenen kompaniis mier warmoebul da realizebul saqonelze); 3. funqciuri informacia (menejerebs unda SeeZloT informaciis gacvla Tavis kolegebTan). yvelaze ufro gavrcelebulia globaluri organizaciuli struqturis xuTi tipi: • globaluri funqciuri struqtura • globaluri sasaqonlo struqtura; 266 • • globaluri geografiuli struqtura; momxmarebelze orientirebuli globaluri struqtura; • globaluri matriculi struqtura. qvemoT Cven davrwmundebiT, rom TiToeuli es struqtura dafuZnebulia erTi romelime tipis informaciaze. globaluri funqciuri struqtura (Global Functional Design) iseTi struqturaa, romelic kompaniaSi calkeuli funqciis ( warmoeba, finansebi, marketingi, kadrebis marTva da a.S.) Sesasruleblad saerTaSoriso masStabiT pasuxismgebeli ganyofilebebis an qvedanayofebis Seqmnas gulisxmobs. ama Tu im qvedanayofis saqmianobis konkretuli maxasiaTeblebi da Tvisebebi Seesabameba kompaniis saqmianobis yvelaze mniSvnelovan mimarTulebebs. am tipis struqturiT muSaoben viwro specializaciis transnacionaluri kompaniebi; magaliTad, kompania ,,British Airways~-is sruqtura (nax. 1). es kompania axorcielebs sahaero gadazidvebs da aqvs funqciuri ganyofilebebi, maT Soris korporaciuli finansebis, adamianuri resursebis, teqnikuri uzrunvelyofis da sxv. globaluri funqciuri struqtura gamoirCeva Zalauflebis mtkice vertikaliT. informacia miedineba zevidan qveviT ierarqiis mixedviT, mmarTvelobis jaWvi organizaciis saTaveSi iyris Tavs. aseTi struqturis farglebSi TanamSromlebi umTavresad sakuTari ganyofilebis TanamSromlebTan urTierToben: zemdgomi organoebis gadawyvetilebebi ganyofilebebSi sruldeba. kompaniaSi yoveli TanamSromlis saqmianoba mkacri wesebiT da procedurebiT ganisazRvreba. ierarqiis dabal doneze myofi TanamSromlebi pativs scemen zemdgomi TanamSromlis uflebas, miiRos gadawyvetilebebi da gasces brZanebebi. TanamSromlis kariera damokidebulia mis funqciur Tvisebebze: Tavisi Cvevebis ganviTarebiT TanamSromels dawinaurebis SesaZleblobebi aqvs. 267 268 nax.1. kompania ,,British Airways~ —is globaluri funqciuri struqtura globalur funqciur struqturas mTeli rigi upiratesobebi aqvs. maT Soris: 1. codnisa da gamocdilebis uproblemo da SeuzRudavi gadacema kompaniis funqciur ganyofilebebSi; 2. menejerebis SesaZlebloba centralizebulad gaakontrolon kompaniis yvela funqciuri qvedanayofi; 3. kompaniis ZiriTad funqciebze fokusirebis SesaZlebloba. globaluri funqciuri struqturis naklovani mxareebia: 1. uCinari da formaluri sazRvrebi ganyofilebebs Soris da garemos cvlilebebze Senelebuli reaqcia; 2. problemebi inovaciur saqmianobaSi; 3. TanamSromlebis mier saorganizacio amocanebis SezRuduli aRqma. globaluri funqciuri struqtura SeiZleba mravali kompaniisaTvis ar iyos misaRebi. es struqtura upiratesad wiaRiseuli resursebis mompovebel da gadamamuSavebel kompaniebSi gamoiyeneba, radganac maTTvis gamocdilebisa da codnis gadacema-gaziarebas didi mniSvneloba aqvs. igive exeba im kompaniebs, romelTa sawarmoebSi (punqtebSi) saqmianobis erTiani standartebi gamoiyeneba (magaliTad, kompania ,,British Airways~-is yvela aeroportSi erTnairi standartebia SemoRebuli, ganurCevlad imisa, Tu saidan sad mifrinavs TviTmfrinavi). globaluri sasaqonlo struqtura. saerTaSoriso kompaniebSi yvelaze ufro xSirad globaluri sasaqonlo struqtura gamoiyeneba. globaluri sasaqonlo struqtura (Global Product Design) pasuxismgeblobas saqonelze an saqonelTa jgufze kompaniis qvedanayofebs Soris anawilebs. organizaciuli struqturis es tipi yvelaze mizanSewonilia maSin, roca kompania sxvadasxva jgufis 269 (ojaxis) saqonels uSvebs, an roca am saqonels sxvadasxva bazarze yidis. Tu kompania monaTesave saqonels amzadebs, maSin misi organizaciuli struqtura e.w. M tipis struqturis Sesabamisad yalibdeba (M inglisuri sityva ,,Multidivisional~-is abreviaturaa). maSasadame, M tipis struqtura niSnavs imas, rom kompania Sedgeba mTeli rigi avtonomiuri erTeulebisgan, romlebic erTmaneTTan aris dakavSirebuli. Tu kompania amzadebs iseT saqonels, romelic erTmaneTTan ar aris dakavSirebuli, maSin misi organizacia H tipis sqemiT xdeba (H aRebulia inglisuri nax.2. kompania ,,Shougang Corp~-is globaluri sasaqonlo struqtura sityva ,,Holding~-idan). H tipis struqturis kompaniac Sedgeba ramdenime avtonomiuri qveganayofisgan, romlebic, aseve, erTmaneTisagan damoukideblad saqmianoben. H tipis struqturis mqone kompaniis magaliTia Cinuri kompania ,,Shougang Corp~ (nax. 2). 270 globalur sasaqonlo struqturas aqvs Tavisi upiratesobebi: 1. kompaniis TiToeuli qveganayofis saqmianoba orientirebulia erTi saqonlis an saqonelTa jgufis gamoSvebaze; 2. globaluri sasaqonlo struqtura iZleva warmoebis efeqtianobis amaRlebis SesaZleblobas, radganac menejerebs SeuZliaT saqonlis warmoeba iq, sadac danaxarjebi naklebi iqneba; 3. menejerebi saqonlis Sesaxeb floben maqsimalur informacias da, Sedegad, SeuZliaT efeqtianad danergon warmoebaSi axali teqnologiebi; 4. struqtura xels uwyobs saqonlis globalur marketings; 5. aseTi kompaniis menejerebi azrovneben globalurad, rac ganapirobebs kompaniaSi geocentruli korporaciuli filosofiis formirebas; aRsaniSnavia, rom globalur sasaqonlo struqturas aqvs naklovanebebic: 1. TiToeul sasaqonlo jgufSi muSaoben marketologebi, finansistebi, informatikis specialistebi da sxv. es iwvevs saqmianobis dublirebas; 2. zogierT SemTxvevaSi TiToeul qveganayofs calke sWirdeba sakuTari sawarmoo simZlavreebi, rac dakavSirebulia did danaxarjebTan; 3. TiToeul sasaqonlo jgufs, aseve, calke sWirdeba informaciis Segroveba im qveynebis bazrebis Sesaxeb, sadac maTi saqoneli gadis gasayidad; 4. garTulebulia kompaniis sxvadasxva qvedanayofis saqmianobis koordinacia. im SemTxvevaSi, rodesac kompaniis saerTaSoriso strategiaSi swored koordinacia aris mTavari, maSin upiratesoba eniWeba ara sasaqonlo, aramed geografiul struqturas. 271 globaluri geografiuli struqtura (Global Area Design) iseTi struqturaa, romelic kompaniis organizaciebs erT garkveul teritoriaze ki ar ganalagebs, aramed msoflios nebismier regionSi. es midgoma gansakuTrebiT misaRebia im kompaniebisaTvis, romlebic bizness policentruli an multilokaluri filosofiiT ewevian. me-3 nax-ze mocemulia didi britaneTis kompania ,,Cadbury Schweppes PLC~-is globaluri geografiuli struqtura. nax. 3 globaluri geografiuli struqturis sqema rogorc naxazidan Cans, ,,Cadbury Schweppes PLC~-is organizaciuli struqtura teritoriuli niSniT aris agebuli. kompanias xuTi ZiriTadi qvedanayofi aqvs, romelTagan TiToeuli warmoadgens msoflios sxvadasxva regions. TiToeuli regionis menejerebi muSaoben am kompaniis yvela saqonlis ganawilebaze, bazarze adgilis damkvidrebaze, reklamaze da a.S. globaluri geografiuli organizaciuli struqturis upiratesoba is aris, rom aseTi struqtura menejerebs saSualebas aZlevs Seiswavlon adgilobrivi bazrebis moTxovnebi da moaxdinon maT mimarT kompaniis 272 adaptireba, Camoayalibon saqonlis asortimenti am regionis TaviseburebaTa gaTvaliswinebiT da a. S., magram globalur geografiul struqturas aqvs naklovanebebic. masze orientacia kompanias akargvinebs dabali xarjebis upiratesobas. aseTi struqturis dros kompaniaSi xdeba resursebis gafantva — TiToeul regions unda hyavdes Sesabamisi specialisti, unda hqondes Sesabamisi simZlavreebi da a.S. momxmarebelze orientirebuli globaluri struqtura (Global Customen Design) bazris garkveuli segmentis an momxmarebelTa jgufis irgvliv kompaniis operaciebis dajgufebas gulisxmobs. me-4 nax.-ze mocemulia aseTi struqturis sqema kompania ,,kodakis~ magaliTze. ,,kodakis~ qvedanayofi ,,Commercial Business Group~ axorcielebs holivudis, londonis, miunxenis, honkongis da torontos kinoindustriisTvis maRalxarisxiani firebis miyidvas, meore qveganayofi ,,Consumen Busines Group~ — kodakis firmis produqtebis profesional fotografebze da moyvarulebze miyidvas da a.S. aseTi struqtura im SemTxvevaSi unda iyos gamoyenebuli, roca momxmarebelTa jgufebi imdenad gansxvavdeba erTmaneTisgan, rom marketologebi maT mimarT sxvadasxva midgomas iyeneben. es struqtura akmayofilebs momxmarebelTa calkeuli jgufis specifikur moTxovnebs (saWiroebebs), magram, radgan TiToeul am jgufs calke specialistis (magaliTad, marketologis) momsaxureba sWirdeba, es iwvevs resursebis did danaxarjebs. amasTan, gaZnelebulia sxvadasxva qvedanayofs Soris koordinaciac. 273 nax.4 kompania ,,KodaK~-is organizaciuli sruqtura globaluri matriculi struqtura pirvelad dainerga XX saukunis 50—60-ian wlebSi maRali teqnologiebis dargebSi. globaluri matriculi struqtura (Global Matrix Design) aris yvelaze rTuli struqtura. masSi urTierTSerwymulia ori struqtura. miRebuli struqtura metad moqnilia da mas matriculi ewodeba. matriculi struqturis sqema mocemulia me-5 nax.-ze. masSi erTmaneTTan aris Serwymuli globaluri sasaqonlo stuqtura da globaluri funqciuri struqtura. globaluri matriculi struqturis gamoyenebiT kompaniebs SeuZliaT Camoayalibon specialuri sasaqonlo jgufebi da maTSi moqmedi funqciuri ganyofilebebis warmomadgenlebi Seiyvanon. aseTi struqtura iyenebs rogorc sasaqonlo, ise funqciur qveganayofebis codnasa da gamocdilebas. matriculi struqturis sxva variantebic arsebobs. magaliTad, geografiuli da funqciuri struqturis Serwyma an geografiuli da sasaqonlo struqturis Serwyma da a.S. globaluri matriculi struqturis upiratesoba is aris, rom igi erT samuSao jgufSi Tavs uyris funqciu274 ri menejerebisa da regionuli da sasaqonlo specialistebis codnasa da gamocdilebas. aseTi muSa jgufebi saWiroa ZiriTadad axali saqonlis Sesaqmnelad, anda bazarze warmoqmnili problemebis gadasawyvetad. magaliTad, kompania ,,Texas Instruments” axali saqonlis Sesaqmnelad xSirad iyenebs matricul struqturas, Tumca, sabazo struqtura aris funqciuri struqtura. Seqmnian Tu ara axal saqonels, es jgufebi iSleba. nax.5 globaluri matriculi struqtura 275 amrigad, globaluri matriculi struqtura kompaniis organizaciul moqnilobas uzrunvelyofs. saWiro SemTxvevaSi igi sxva saxis struqturis upiratesobebiT sargeblobis saSualebas iZleva. amis miuxedavad, igi ar gamodgeba viwro asortimentis mqone kompaniisaTvis, romelic SedarebiT stabilur bazrebze muSaobs. misi naklia isic, rom erTi da igive muSaki drois raRac monakveTSi SeiZleba Sediodes rogorc sasaqonlo, ise regionul da funqciur qvedanayofebSi da maTi menejerebis mier mas SeiZleba sruliad gansxvavebuli davalebebi mieces. ormagi daqvemdebareba xSirad organizaciuli konfliqtis safuZveli xdeba. stenli devisisa da pol lourensis mixedviT, radgan `TanamSromlebi ver xedaven ufross, visac isini emorCilebian, arsebobs tendencia anarqiisadmi da funqciuri qvedanayofis xelmZRvanelebi cdiloben xelT igdon mTeli kontroli.~35 Tanamedrove organizaciuli struqturebi. bolo aTwleulSi globaluri masStabiT konkurenciis gaZlierebas, gadarCenis instiqtebs, pirvelobis ambicias, organizaciebma upasuxes centralizebulad koordinirebuli, mravaldoniani biurokratiuli ierarqiidan gasvliT da sxvadasxva ufro moqnili struqturebisken moZraobiT, romlebic qselebs ufro gavs, vidre tradiciul mmarTvelobiT piramidebs. qselurma organizaciebma 1980-ian wlebSi daiwyes ganviTareba, es gamowveuli iyo saerTaSoriso konkurenciiTa da teqnologiuri cvlilebebiT. qseluri organizaciebis warmoSoba ukavSirdeba sabazro urTierTobebis gadatanas organizaciis Siga garemoSi. qseluri organizaciebis formam rogorc sawarmos gadarCenis yvelaze saimedo saSualebam, farTo gavrceleba hpova, mkacri sabazro konkurenciis pirobebSi. qseluri organizaciis 35 Stanley M. Davis and Paul R. Lawrence, «Problems of Matrix Organizations», Harvard Business Review, May-June 1978, p.132 276 mizani mimarTulia am organizaciis SemadgenlobaSi Semavali monawileebis problemebis gadawyvetisaken. qseluri struqtura niSnavs, rom organizacia anawevrebs Tavis ZiriTad funqciebs (warmoeba, gayidva, finansebi, samecniero jgufebi da sacdel_sakonstruqtoro samuSaoebi) calkeuli kontraqtiT momuSave kompaniebs Soris, romelTa brokeris rolSic gamodis mcire saTao organizacia36 (nax. 6). buRaltruli aRricxvis mwarmoebeli kompania warmoebuli produqciis SemuSaveba da dizaini satransporto kompania ZiriTadi kompania (brokerebi) kompania mwarmoebeli kompania distributori nax.6. qseluri organizaciis sqema moqmedi qseluri organizaciebis magaliTebad SeiZleba dasaxeldes37: 1. qseluri organizacia, romelsac evaleba msxvili proeqtebis ganxorcieleba. aq muSaoba organizebulia specifikuri proeqtebis garSemo da iTvaliswinebs sxvadasxva profilis kvalificiuri muSakebisagan droebiTi koleqtivis Seqmnas (magaliTad, samSeneblo da sawarmoo proeqtebi, sagamomcemlo saqme an filmebis Seqmna); 2. qseluri organizacia raionebSi Seqmnili patara sawarmoo firmebiT (savele organizacia). kavSiris es forma moicavs, magaliTad, CrdiloeT italiis sawarmoo raionebs (maT Soris iseT kompanias, rogoricaa `Benetoni~) 36 Туровец О. Г., Родионова В.Н. Теориа Организации. М., ИНФРА-М, 2003 с..81 Мильнер В. З. Теориа Организации. М., ИНФРА-М, 2007 с..286 37 277 an naxevargamtarebis warmoebis firmas silikonis velSi (aSS); 3. geografiulad gafantuli da erTian sistemaSi gaerTianebuli msxvili wamyvani sawarmoo firmebi. aseTebs miekuTvneba kargad cnobili aziuri komerciuli gaerTianeba `Keiretsu~, mTavari amwyobi kompaniebi da sxvadasxvanair wvril momwodeblebs Soris (magaliTad, `Volvo~ SvedeTSi) korporaciuli kavSirebi; 4. strategiuli kavSirebi. aseTi kavSirebi gavrcelebulia yvela tipis kompaniebs Soris, romlebic miiswrafian globaluri masStabiT uzrunvelyon TaviaanTi konkurentuli upiratesobani. qseluri organizaciebi gansxvavdeba sxva tipis organizaciebisgan mTeli rigi TvisebebiT: qseluri organizaciebi ufro metad eyrdnobian sabazro meqanizmebs vidre resursebis nakadebis marTvis administraciul formebs; isini gulisxmoben monawileTa ufro qmediT da dainteresebul rols; qselebi warmoadgens im organizaciebis gaerTianebas, romlebic dafuZnebulia kooperaciaze da iyenebs maT gankargulebaSi myof aqtivebs. qselur struqturas mTeli rigi upiratesobebi aqvs. maT Soris: • konkurentunarianoba msoflio doneze; • samuSao Zalis moqnili gamoyeneba; • sabazro moTxovnebisadmi adaპტიreba; • ierarqiuli kavSirebis mcire raodenoba; qselur struqturis naklovani mxareebia: • kompaniis saqmianobaze uSualo kontrolis ararseboba; • konkretul sawarmoSi viwro specializaciisTvis upiratesobis miniWeba; • riskebis arseboba sakadro Semadgenlobaze zedmetad damokidebulebisa da kadrebis gadinebasTan dakavSirebiT. 278 qselur struqturebTan mWidrodaa dakavSirebuli e.w. virtualuri organizacia. virtualuri organizacia warmoadgens kompaniebis droebiT qsels, romlebic erTiandebian bazris swrafad cvalebadi SesaZleblobebis gamosayeneblad. virtualuri korporacia ideis saxiT Caisaxa futuristebis warmosaxvaSi, Semdeg igi gadaiqca SesaZleblad marTvis TeoretikosebisTvis da axla ki misi arseboba gaxda ekonomikuri aucilebloba sazogadoebisaTvis. virtualuri korporacia _ es aris sxvadasxva sawamoebisgan an erTmaneTisgan Sors myofi adamanTa jgufebisagan Seqmnili strategiuli aliansi, romlebic erTiandebian informaciuli da inteleqtualuri teqnologiebis (interneti da sxva) saSualebiT. amgvarad, xdeba xelovnuli sazogadoebis formireba, romelic Tavis saqmianobas axorcielebs virtualur sivrceSi. virtualur organizacias ar gaaCnia erTiani iuridiuli organizaciuli struqtura. rogorc qselur organizaciebSi, virtualur korporaciebSic iTvaliswineben ierarqiuli CarCoebis waSlas da inteleqtualuri TanamSromlobisa da menejerebis qseluri kooperaciis ganviTarebas.38. virtualur korporaciebs gaaCniaT droebiTi xasiaTi, rac organizaciis mudmivi cvlilebisa da amave dros axlad warmoqmnili SesaZleblobebis gamoyenebis saSualebas iZleva. Tanamedrove informaciuli teqnologiebi da komunikaciebi xels uwyoben virtualuri struqturebis mTel msoflioSi gavrcelebas da amasTan, erTad molaparakebebisa da TaTbirebis Catarebas realuri drois reJimSi. tradiciuli Serwymisagan da STanTqmisagan gansxvevebiT, virtualuri organizaciis partniorebi inawileben danaxarjebs, iyeneben erTmaneTis gamocdilebas da saerTaSoriso bazrebis xelmisawvdomobas. virtualuri 38 Мильнер В. З. Теориа Организации. М., ИНФРА-М, 2010 с..769-770. 279 organizaciis ganmasxvavebeli niSnebi Semdegnairad SeiZleba CamovayaliboT39: 1. myari kontraqtebis dasamyareblad informaciuli teqnoligiebis gamoyeneba; 2. Zalisxmevis gaerTianeba axali SesaZleblobebis realizaciisTvis; 3. tradiciuli sazRvrebis moSla. Zneli gasarkvevia sad iwyeba erTi da sad mTavrdeba meore kompania; 4. ndoba _ partniorebi inawileben `saerTo beds~, Segnebuli aqvT, rom erTi maTganis bedi damokidebulia meoreze. 5. srulyofileba _ ramdenadac kavSirSi yoveli partniori qmnis Tavis ~ZiriTad kompetencias,~ SeiZleba Seiqmnas yvela gagebiT Tnamedrove da srulyofili organizacia. rogorc vxedavT, Zveli stilis organizaciuli struqturebisagan gansxvavebiT qselur da virtualur organizaciebSi mniSvnelovani cvlilebebi moxda: centralizebulad koordinirebuli, mravaldoniani biurokratiuli struqturis mqone organizacia, sadac adamianebi ki ar exmarebian, aramed ejibrebian erTmaneTs, Seicvala horizontaluri struqturis mqone, urTierTmxardaWeraze dafuZnebuli Tanamedrove organizaciiT. cnobilma mecnierma piter drukerma, romlis naSromebi marTvis dargSi metad popularulia, saerTo amerikul konferenciaze `axali organizaciebis Seqmna~ (1994 w. noemberi) Tavis moxsenebaSi `biznesi da marTva~ aRniSna, rom XXI saukuneSi Seicvleba sawarmoebis saqmianobis principuli safuZvlebi: Tu aqamde maTi saqmianoba efuZneboda racionalur organizacias, momavalSi igi daefuZneba codnasa da informacias. XXI saukunis organizaciebSi umetesad imuSaveben specialistebi, romelTa saqmianoba mimarTuli iqneba kolegebTan, momxmareblebTan da korporaciis strategiul centrTan ukukavSirebiT. 39 Лютенс Ф. Организационное поведение. М., 2006. с. 225 280 9.3. centralizacia da decentralizacia zogierT kompaniaSi umaRlesi rangis xelmZRvanelebi iReben gadawyvetilebebs, dabali rangis xelmZRvanelebi ki mxolod maT direqtivebs asruleben. aris iseTi kompaniebi, sadac gadawyvetilebis miRebis procesi inacvlebs qvemoT im xelmZRvanelebTan, romlebic yvelaze ufro mWidrod arian dakavSirebuli konkretul gadasawyvet problemebTan. pirvel SemTxvevaSi, rogorc cnobilia, xdeba marTvis centralizacia, xolo meoreSi — decentralizacia. centralizacia da decentralizacia ganekuTvneba mmarTvelobiTi gadawyvetilebebis miRebis ierarqiul doneebs. centralizacia niSnavs gadawyvetilebebis miRebis uflebamosilebebis koncentrirebas kompaniebis marTvis maRal doneebze. decentralizacia ki — gadawyvetilebebis miRebis uflebamosilebebis gadanawilebas kompaniis qveda doneebze. decentralizacia ar niSnavs kontrolis gauqmebas. kontroli imdenad efeqtianad unda Sesruldes, rom decentralizebuli moqmedebis swori Sefaseba SesaZlebeli iyos. mkvlevarTa umetesobis azriT, ukanaskneli 30 wlis ganmavlobaSi aSS-sa da kanadaSi dominirebda kompaniaTa marTvis decentralizaciis xarisxis zrdis tendencia. transnacionaluri kompaniebis organizaciuli struqturis formirebis procesSi erTerTi mniSvnelovani sakiTxia imis garkveva, Tu ra donis damoukidebloba eqnebaT maT Svilobil kompaniebs. Tu davuSvebT, rom transnacionaluri kompania daadgeba decentralizaciis gzas da Tavis Svilobil kompanias strategiis, dafinansebis, warmoebisa da marketingis sakiTxebis gadawyvetaSi miscems Tavisuflebas, aseT SemTxvevaSi unda vifiqroT, rom misi menejerebi izruneben imisaTvis, rom mTeli Zalisxmeva warmarTon Svilobili sawarmos da ara deda kompaniis (korporaciis) interesebisken. Tu transnacionaluri kompania moaxdens mkacr centraliza281 cias, maSin Stab-binis gadawyvetilebebi sasikeTod waadgeba Tavad kompanias da misi saWiroebebis dakmayofilebas, magram amiT SeizRudeba Svilobili kompaniebis menejerebis SesaZlebloba da ise swrafad da efeqtianad veRar upasuxeben adgilobriv bazrebze momxdar cvlilebebs. rogorc centralizacias, ise decentralizacias aqvs Tavisi upiratesobebi da kompaniebi cdiloben orive elementis erTdroulad gamoyenebas. Svilobili kompaniis direqtorTa sabWos roli. transnacionaluri korporaciebis Svilobili sawarmoebi registrirdeba funqcionirebis adgilze da iRebs adgilobrivi kompaniis statuss. qveynebis umravlesoba moiTxovs, rom am kompaniebs marTavdes direqtorTa sabWo. aseTi sabWo airCeva aqcionerebis mier (mocemul SemTxvevaSi transnacionaluri korporaciis aqcionerebis mier). igi pasuxs agebs kompaniis efeqtian muSaobaze, rogorc aqcionerebis, ise Svilobili kompaniis mmarTvelobis winaSe da akontrolebs kompaniis umaRlesi rangis menejerebis saqmianobas. transnacionalurma kompaniam unda ganixilos sakiTxi imis Sesaxeb, rom CaiTvalos direqtorTa sabWos Seqmna formalur nabijad, Tu mianiWos mas gadawyvetilebaTa miRebis uflebamosileba. Svilobili kompaniis direqtorTa sabWosaTvis uflebamosilebaTa gadacema niSnavs gadawyvetilebaTa decentralizacias. transnacionalur kompaniaTa umravlesoba mixvda imas, rom Svilobil kompaniebs es uflebamosilebebi unda gadaeceT da Tanac, am kompaniebSi menejerebad umjobesia dainiSnon adgilobrivi moqalaqeebi. es xels Seuwyobs Svilobili kompaniis integracias adgilobriv saqmian wreebSi, rac biznesis warmatebiT ganxorcielebis sawindari iqneba. koordinacia globalur organizaciul struqturebSi. saerTaSoriso kompaniebSi efeqtiani organizaciuli struqturis formirebis procesis damamTavrebel aspeqts warmoadgens moqmedebaTa koordinacia. ko282 ordinacia aris sxvadasxva ganyofilebebsa da qvedanayofebs Soris, muSaTa jgufebsa da maT moqmedebebs Soris kavSiri. koordinaciis saWiroeba muSakTa Soris urTierTkavSirzea pirdapir damokidebuli, anu, rac ufro maRalia maTi urTierTkavSirebis done, miT ufro metad sWirdebaT maT koordinacia. nebismieri organizaciuli struqturis pirobebSi saerTaSoriso kompaniebis ganyofilebebsa da qvedanayofebs Soris garkveuli koordinacia arsebobs. yovel organizaciul struqturaSi mkveTrad aris gansazRvruli ierarqia. TiToulma menejerma icis, vis unda gadasces informacia da saidan unda miiRos igi. kompaniaSi miRebuli wesebi da procedurebi xels uwyobs misi struqturis sxvadasxva donis koordinacias. saerTaSoriso kompaniebs SeuZlia droebiTi an specialuri meTodebis gamoyeneba. erT-erTi aseTi meTodia TanamSromlebis Suamavlebad gamoyeneba. am meTodis mixedviT kompaniis ori ganyofileba an qveganayofi erTmaneTTan TanamSromlobs. es meTodi Zalze xSirad gamoiyeneba kompania ,,Toyota~-Si. metic, Tu kompaniisTvis TanamSromlebs didi mniSvneloba aqvs, maSin Suamavlis rols erTi adamiani ki ara, aramed specialuri jgufebi asruleben. magaliTad, ,,Ford~-isa da ,,Mazda~-s kompaniebSi avtomanqanis erToblivi modelis — ,,Ford Focus~-is Sesaqmnelad specialuri jgufi iyo gamoyenebuli. mravali saerTaSoriso kompania koordinaciis araformalur meTodebs iyenebs. am TvalsazrisiT metad efeqtiania araformaluri qseluri marTva (Informal Management Network), romelsac axorcielebs sxvadasxva qveynis erTmaneTTan mWidro kavSirSi myofi menejerTa jgufi. es gaerTianebebi ZiriTadad pirad kontaqtebs, urTierTkavSirebs, saqmian Sexvedrebs, specjgufebSi erTad muSaobas da a.S. emyareba. araformaluri qseluri marTva biurokratiuli barierebis daZlevaSi metad efeqtiani iaraRia. 283 9.4. kontrolis funqcia saerTaSoriso biznesSi kontroli martivad rom vTqvaT, aris procesi, romlis saSualebiTac kompaniis xelmZRvaneloba gansazRvravs, sworia Tu ara misi gadawyvetilebebi da xom ar saWiroebs isini saTanado koreqtirebas. kontrolis funqcia marTvis iseTi maxasiaTebelia, romelic problemebis gamovlenis da kompaniis saqmianobis Sesabamisad koreqtirebis SesaZleblobas iZleva iqamde, vidre es problemebi gadaizrdeba krizisSi. kontroli kompaniis saqmianobis monitoringis procesis Semadgeneli elementia. kontrolis process bevri saerTo aqvs Termostatis muSaobasTan. Termostati akontrolebs SenobaSi temperaturas da, roca igi normidan ixreba, rTavs gagrilebis an gaTbobis sitemas manam, sanam igi normas ar miaRwevs. saerTaSoriso kompaniebSi kontrolis sami done arsebobs: strategiuli, organizaciuli da operaciuli. strategiuli kontrolis amocanaa saerTaSoriso kompaniis strategiis formirebisa da realizaciis procesis monitoringi. ase rom, strategiuli kontrolis Sedegad unda dadgindes rogorc korporaciis strategiis Sesabamisoba im ekonomikur garemo pirobebTan, romelSic korporacia funqcionirebs, ise strategiuli miznebis efeqtianobis done da miRwevis saSualebebi. strategiuli kontroli mniSvnelovan rols asrulebs axal bazrebze gasvlis, anda arsebuli bazris gafarToebisaTvis gadawyvetilebis miRebis procesSi. es mtkiceba gansakuTrebiT sarwmunoa, erTi mxriv, maSin, roca bazars aqvs gafarToebis didi potenciali, da, meore mxriv, maSin, roca mas aqvs gaurkvevlobisa da riskis maRali done. finansuri resursebi saerTaSoriso kompaniebSi warmoadgens strategiuli kontrolis umniSvnelovanes aspeqts. aqedan gamomdinare, metad mniSvnelovania, Tu ramdenad efeqtianad mimdinareobs kompaniaSi buRaltruli aRricxva, kerZod, Semosavlebisa da danaxar284 jebis aRricxva, maTi mimarTulebebi da wyaroebi da a.S. finansuri kontrolis dabali done amcirebs kompaniis konkurentunarianobas msoflio bazarze. saerTaSoriso kompaniaSi finansuri kontroli strategiuli kontrolis damoukidebel sferos warmoadgens. am saqmis Sesasruleblad umravles kompaniaSi ramdenime administraciuli Tanamdebobaa gaTvaliswinebuli. am tipis Tanamdebobebs xSir SemTxvevaSi ,,kontroliori~ ewodeba. msxvil saerTaSoriso kompaniebSi, rogorc wesi, korporaciuli kontrolioris Tanamdebobaa Seqmnili, romelsac mTeli kompaniis finansur resursebze evaleba pasuxismgebloba. kompaniis TiToeul qvedanayofs Tavisi kontroliori hyavs, romelic angariSvaldebulia rogorc Tavisi qvedanayofis winaSe, ise mTavari kontrolioris winaSe. saerTaSoriso kontrolioris gansakuTrebuli zrunvis obieqtia sxvadasxva saxis valutis maragebis marTva. magaliTad, kompania ,,Coca-Cola~-s yoveldRiurad uxdeba 150-mde sxvadasxva saxis valutis marTva. kompaniis yovel Svilobil sawarmos aucileblad unda hqondes adgilobrivi valutis garkveuli raodenoba. es maT adgilobriv bazarze operaciebis sawarmoeblad sWirdebaT. amis garda, maT unda hqondeT rogorc deda sawarmos qveynis, ise sxva qveynebis valutac, rom gaanaRdon im qveynebidan mowodebuli saqonlis nedleulis, masalebis, teqnologiebisa da sxv. Rirebuleba. saerTaSoriso kompaniebis saqmianobisaTvis sul ufro met mniSvnelobas iZens strategiuli kontrolis iseTi tipi, rogoricaa erToblivi sawarmoebis da sxva tipis strategiuli aliansebis kontroli. cnobilia, rom saerTaSoriso kompaniebis mier aseTi aliansebi sul ufro xSirad gamoiyeneba. es imas niSnavs, rom strategiulma kontrolmac meti pasuxismgebloba unda ikisros maT efeqtian muSaobaze. 285 organizaciuli kontrolis mizania kompaniis organizaciuli struqturis Semowmeba. kompaniaSi ama Tu im organizaciuli struqturis danergva ar niSnavs am procesis damTavrebas. Tu garemo pirobebi icvleba an koreqtivebi Sedis korporaciis strategiaSi, maSin menejerebi valdebuli arian cvlilebebi Seitanon organizaciul struqturaSi, raTa uzrunvelyon organizaciis efeqtiani muSaoba axal pirobebSi. igive unda moxdes, roca daiwyeba axali saqonlis gamoSveba, am saqonlis axal bazarze gasvla da sxv. organizaciuli kontrolis sistemis yvelaze gavrcelebuli tipia decentralizebuli sistema, romelmac ,,pasuxismgebeli centrebis kontrolis~ (Responsibility Center Control) saxelwodeba miiRo. am sistemis mixedviT, kompaniaSi upirveles yovlisa, unda moxdes centrebis identificireba. umetes SemTxvevaSi aseTi centrebis rols asrulebs strategiuli sameurneo centrebi, agreTve korporaciis teritoriuli an sasaqonlo principiT gaerTianebuli qvedanayofebi. identificirebis Semdeg unda Semowmdes am centrebis muSaobis efeqtianoba da maTi Sesabamisoba kompaniis strategiul miznebTan. TiToeuli pasuxismgebeli centrisaTvis iqmneba kontrolis calke sistema. kompaniam Tavis qvedanayofebSi SeiZleba gamoiyenos agreTve saerTo organizaciuli kontroli (Generic Organizational Control), anu moaxdinos erTi tipuri Semowmeba. aseT kontrols ZiriTadad is kompaniebi iyeneben, romlebsac bazrebze msgavsi strategiebi aqvT. kontrolis gamtarebeli kompaniebis saqmianoba ufro stabiluri da prognozirebadia. organizaciuli kontrolis mesame tipi mimarTulia strategiuli dagegmvis procesis efeqtianobisaken da ara misi Sedegebis Semowmebisaken. am SemTxvevaSi mowmdeba gegmis Sedgenis procedura da meqanizmi. aseTi Semow286 mebis mizania procedurebsa da meqanizmSi arsebuli naklovanebebis aRmofxvra. saerTaSoriso kompaniebSi ganxorcielebul strategiul da organizaciul kontrols Soris mkveTri urTierTkavSiri arsebobs. roca kompaniaSi centralizebuli organizaciuli struqturaa danergili, maSin strategiuli kontroli am struqturis logikuri damateba xdeba. Tu kompaniaSi decentralizebuli organizaciuli struqturaa gamoyenebuli, strategiul kontrols masTan kavSiri ar aqvs, radganac decentralizacia swored niSnavs avtonomias, damoukideblobis miniWebas, romlis dros centridan strategiuli kontroli mas ar axasiaTebs. operaciuli kontroli xorcieldeba saerTaSoriso kompaniaSi. igi mimarTulia rogorc kompaniaSi, ise mis Svilobil sawarmoebSi mimdinare samuSao procesebisa da sistemebis Sesamowmeblad. operaciuli kontroli gaTvlilia ramdenime welze an Tveze, Tumca SeiZleba moicvas ufro meti periodebic (dRe, saaTi). es im samuSaoebs exeba, romlebic regularul Semowmebas saWiroeben. strategiuli da organizaciuli kontrolisagan gansxvavebiT, operaciul kontrols konkretizaciis maRali done axasiaTebs. operaciuli kontroli xorcieldeba kompaniis marTvis ierarqiuli sistemis dabal (qveda) doneze, anu qveda donis menejerebisa da sawarmoo qvedanayofis personalis doneze. kontrolis funqciis marTvas saerTaSoriso kompaniebSi mTeli rigi problemebis gadawyveta sWirdeba. kontrolis funqciis efeqtianad marTvisas menejerebma unda gaaanalizon kontrolis sistemis formirebis yvela aspeqti, SeimuSaon kontrolis ZiriTadi meTodebi da gamoavlinon mizezebi, Tu ratom uwevs kontrols winaaRmdegobas zogierTi muSaki da SeimuSaon RonisZiebebi am winaaRmdegobaTa gadasalaxavad. 287 saerTaSoriso kompaniebSi kontrolis sistemis formirebis procesi oTxi etapisgan Sedgeba: 1. kompaniis muSaobis miznobrivi efeqtianobis sakontrolo maCveneblebis dadgena; 2. efeqtianobis faqtobrivi donis gansazRvra; 3. faqtobrivi maCveneblebis Sedareba dagegmil maCvenebelTan; 4. gadaxrebze reagireba. miuxedavad imisa, rom sxvadasxva kompaniaSi kontrolis sistemebi SeiZleba sirTuliT, xangrZlivobiT da a.S. erTmaneTisagan gansxvavdebodes, kontrolis zemoT CamoTvlili etapebi yvela kompaniisaTvis mainc saerToa. ganvixiloT es etapebi cal-calke: miznobrivi efeqtianobis sakontrolo maCveneblebis dadgena. am etapze xdeba efeqtianobis im sasurveli maCveneblis gansazRvra, romlis miRwevac firmas surs. mas sakontrolo davaleba ewodeba da igi unda Seesabamebodes kompaniis miznebs. davuSvaT, romelime saerTaSoriso kompania apirebs tailandSi gaxsnas Tavisi pirveli sawarmo. sakontrolod igi mas uyenebs Semdeg pirobebs: 1. Sromis nayofiereba da saqonlis xarisxi unda iyos ufro meti, vidre kompaniis sxva Svilobil sawarmoebSi; 2. sawyisi periodis gavlis Semdeg sawarmoSi administraciuli Tanamdebobis 90% unda daikavon adgilobrivma menejerebma; 3. sawarmom resursebis aranakleb 80% unda miiRos adgilobrivi momwodeblebisagan (e.w. lokalizaciis done); 4. sawarmom TveSi unda gamouSvas da gayidos 100 000 erTeuli produqcia. menejerebisaTvis, romlebic dakavebuli arian am sawarmos gaxsniT, es sakontrolo davalebebi iqneba gzamkvlevi. isini mixvdebian, rom gayidvebis moculoba, Sromis nayofierebis done da saqonlis xarisxi aris am sawarmoSi umniSvnelovanesi maCveneblebi. piroba gamomdinareobs mocemuli saerTaSoriso kompaniis gonivruli stra288 tegiidan, rom man im qveyanaSi, sadac bizness eweva, daimkvidros samoqalaqo pasuxismgeblobis mqone kompaniis maRali statusi. efeqtianobis faqtobrivi donis gazomva. saerTaSoriso kontrolis sistemis formirebis am etapze xdeba im sakontrolo cvladebis koreqtuli gazomva, romlebic axasiaTeben mis efeqtianobas. zogierTi maCvenebeli martivia da advilad gazomvadi. aseTebia: warmoebis faqtobrivi moculoba, muSebis Sromis nayofiereba, produqciis xarisxis done, produqciis gayidvebis moculoba, masalebis narCenebi, samivlinebo xarjebi, muSakTa daqiravebis praqtika, kadrebis denadoba. ufro Znelia iseTi maCveneblebis gazomva, rogoricaa reklamis efeqtianoba, xelmZRvaneli personalis eTikurobis xarisxis dadgena, muSakTa motivacia. magaliTad, iseT sawarmoSi, romlis tailandSi gaxsnaze zemoT visaubreT, unda gaizomos: produqciis moculoba, Sromis nayofiereba, produqciis xarisxi, muSakTa daqiravebis meTodebi da Sesyidvebis organizacia. sakontrolo davalebasTan faqtobrivi efeqtianobis donis Sedareba kontrolis mesame etapia. am dros xdeba pirvel da meore etapze gamoTvlili maCveneblebis erTmaneTTan Sedareba. martivi maCveneblebis (gayidvebis moculoba, Sromis nayofierebis sidide da a.S.) urTierTSedareba Zalze advilia. magram aris rTulad Sesadarebeli maCveneblebic. magaliTad, Tu sakontrolo davalebad micemulia ,,bazarze wilis arsebiTi gafarToeba~, metad gaZneldeba misi faqtobrivi zrdis donis dadgena da Tu moxerxda dadgena, iqneba ki igi realuri? amitom sakontrolo davalebebad menejerebs evalebaT gamoiyenon zusti da Tanac martivi maCveneblebi, romelTa gazomva advilic iqneba da obieqturic. sakontrolo maCveneblebidan aRmoCenil gadaxrebze reagireba. es samuSao saerTaSoriso kontrolis sistemis meoTxze etapze tardeba. keTdeba daskvnebi sa289 kontrolo davalebebis Sesruleba-arSesrulebis Sesaxeb. Tu davaleba ar aris Sesrulebuli momuSaveTa mizeziT, menejeri iRebs gadawyvetilebas, rom maT gauzardos materialuri stimulebi da mosTxovos muSaobis efeqtianobis amaRleba. magram, Tu aRmoCnda, rom sakontrolo davaleba gaumarTleblad didi raodenobis iyo, maSin menejerebi iReben gadawyvetilebas misi Semcirebis Sesaxeb. Tu piriqiT aRmoCnda, rom faqtobrivi maCveneblebi aRemateba sakontrolo davalebebs, maSin jildovdebian is muSakebi, romelTa ZalisxmeviTac es moxda, xolo sakontrolo davalebebi Semdegi periodisaTvis gaizrdeba. kontrolis ZiriTadi meTodebi. saerTaSoriso kompaniebSi kontrolis mravali meTodia gamoyenebuli. amas iwvevs saerTaSoriso biznesis sirTule da mravalgvaroba. kontrolis meTodebidan ganvixilavT mxolod ZiriTads. buRaltruli aRricxvis sistema. buRaltruli aRricxva kompaniis finansuri resursebis mdgomareobis Sesaxeb monacemebis Sekrebis, analizisa da gadacemis kompleqsuri sistemaa. buRaltruli aRricxvis procedurebi mkacrad reglamentirebulia da unda Seesabamebods im wesebs, romlebic erovnuli mTavrobis mier aris mowonebuli. amitom saerTaSoriso kompaniebi am sakiTxSi gacilebiT did sirTuleebs awydebian, vidre erTi qveynis farglebSi momuSave kompaniebi. saerTaSoriso kompaniebSi buRaltruli aRricxva ise unda aewyos, rom misiT ara marto deda kompaniis muSaobis, aramed yvela misi Svilobili da SviliSvili sawarmoebis muSaobis aRricxva, monitoringi da kontroli SeiZlebodes. TiTouli Svilobili kompania valdebulia aRricxva adgilobriv valutaSi awarmoos da buRaltruli aRricxvis adgilobrivi procedurebi da wesebi daicvas. es aucilebelia, erTi mxriv, adgilobrivi menejerebis moTxovnebis dasakmayofileblad da adgilobrivi mTavrobis normatiul aqtebTan Se290 sabamisobis uzrunvelsayofad da, meore mxriv, investorebisa da im qveynebis sagadasaxado organoebis moTxovnebis dasakmayofileblad, romel qveyanaSic misi deda sawarmoa ganTavsebuli. saWiroa man moaxdinos Tavisi finansuri angariSebis translacia deda sawarmos qveynis standartebis Sesabamisad da maCveneblebic im deda sawarmos qveynis valutaSi gadaiyvanos. deda kompaniis xelmZRvanelobis gadasawyvetia Svilobili kompaniis muSaobis efeqtianoba Seafasos im qveynebis valutiT, sadac igi funqcionirebs, Tu Tavisi qveynis valutiT. marTvis procedurebi. kompaniis politika, standartuli procedurebi, procesualuri normebi da debulebebi kompaniis menejerebs sakontrolo funqciebis realizaciaSi exmareba. magaliTad, Tu dadgenilia, rom sxva qveyanaSi gaxsnil Svilobil kompaniaSi samuSaod gadasuli muSaki valdebulia 6 TveSi Seiswavlos adgilobrivi enis sabazo kursi, menejers ar gauWirdeba am normis Sesrulebis Semowmeba da dakavebul TanamdebobasTan muSakis Sesabamisobis dadgena. an, Tu kompaniis politikiT saWiro nedleulis 20% adgilobriv bazrebze unda iqnes Sesyiduli, menejeri SeZlebs saSemsyidvelo RonisZiebebis dagegmvasa da marTvas. xdeba isec, rom Tu biznesSi sirTuleebi gaCnda, kompania gadauxvevs da Secvlis kontrolis dadgenis procedurebs. magaliTad, roca ,,Firistone~-markis saburavebi saavtomobilo gigantma ,,Ford~-ma wunis gamo ukan daibruna, myidvelebs isini yovelgvari danamatis gareSe ufro ZviradRirebul ,,Michelin~-is markis saburavebiT Seucvala. efeqtianobis koeficientebi. kontrolis procesSi saerTaSoriso kompaniebi efeqtianobis sxvadasxva maCveneblebs iyeneben. efeqtianobis maCvenebeli aris efeqtianobis is done, romlis misaRwevad kompania miiswrafvis. maT Soris yvelaze metad gavrcelebulia materialuri maragebis brunvadobis koeficienti. zenormatiuli 291 materialuri maragebis Senaxva arRvevs kompaniis funqcionirebis wess, radgan igi ,,yinavs~ resursebs, romelTa gamoyeneba sxva mizniT SeiZleboda. amasTan, rac ufro didxans inaxeba masalebi da makompleqtebeli nawilebi, miT metia maTi gafuWebis, anda dakargvis albaToba. amitom materialuri maragebis brunvadobis xangrZlivoba, rac SeiZleba mcire unda iyos. es maSinaa SesaZlebeli, Tu misi brunvis koeficienti maRali iqneba. praqtikaSi aris imis magaliTebi, roca sawarmos ara aqvs maragebi. magaliTad, iaponiis ,,7-Eleven~ maRaziaTa qselSi mimwodeblebs dReSi 4—5-jer SemoaqvT saqoneli. Tanamedrove eleqtronuli kavSirgabmuloba imis saSualebas iZleva, rom maRaziebma drois realur masStabSi gadascen momwodeblebs TavianTi moTxovnebi da miiRon iqidan saqoneli. arsebobs efeqtianobis sxva maCveneblebic. magaliTad, kompania ,,British Airways~ sxva maCvenebelTa Soris iyenebs iseT maCveneblebs, rogoricaa aviaxazebis TviTmfrinavebSi Sevsebuli dasajdomi adgilebis xvedriTi wili. roca es koeficienti dadgenili minimumis qvemoT Camodis, maSin kompania atarebs RonisZiebebs mgzavrTa raodenobis gasazrdelad. amas igi aRwevs servisis gaumjobesebiT, safaso SeRavaTebis dawesebiT da a.S. saerTaSoriso kontrolis qceviTi aspeqtebi. kontrolis sistemis didi mniSvnelobis miuxedavad kompaniis menejerebs unda sjerodeT, rom am sistemis muSaobis efeqtianoba damokidebulia adamianebze. didi mniSvneloba aqvs imasac, rom zogierTi kulturis warmomadgeneli kontrols ewinaaRmdegeba. es winaaRmdegobebi sxvadasxva saxisaa. saerTaSoriso kompaniebis warmomadgenlebi ramdenime mizezis gamo arian kontrolis winaaRmdegi. erT-erTi mizezi is aris, rom, maTi azriT aRniSnuli kontroli gadaWarbebulia. rogorc wesi, kontroli gulisxmobs adamianis qcevis ama Tu im aspeqtis SezRudvas. adamianebs am SezRudvebis subieqturi normebi aqvT dasaSvebad miC292 neuli da, roca kontroli am normebs arRvevs, isini mas ewinaaRmdegebian. magaliTad, roca amerikelebma (kompania ,,Disney~) parizSi gaxsnes disneilendis parki, daqiravebuli pirebisagan moiTxoves piris srulad gaparsva (ise rogorc es amerikis teritoriaze aqvT dakanonebuli). frangma daqiravebulebma aRSfoTeba gamoxates ara marto kompaniis menejerebis mimarT, aramed masobrivi informaciis saSualebebiTac. kompania ,,Disney~ iZulebuli gaxda daeTmo daqiravebuli pirebisaTvis. kontrolisadmi winaaRmdegobis erT-erTi mizezi SeiZleba iyos araswori kontroli, anu ara aucilebeli, aramed sxva maCveneblebis Semowmeba. kontrolisadmi winaaRmdegobivi ganwyobis garantirebuli aRmofxvris meTodi (saSualeba) ar arsebobs. amis miuxedavad, cnobilia misi minimizaciis ramdenime meTodi. maT Soris romelimes gamoyenebis mizanSewoniloba da misi Sedegianoba damokidebulia imaze, Tu rogor kulturul garemoSi inergeba igi. magaliTad, kontrolisadmi winaaRmdegobis gadalaxvis yvelaze efeqtiani meTodi umravles kulturebSi aris marTvisas muSa-mosamsaxureTa monawileobis stimulireba. kontrolis sistemis dagegmvasa da danergvaSi im muSakTa CarTva, romelTa saqmianoba gakontrolebas eqvemdebareba, saSualebas iZleva, maT ukeT gaigon kontrolis saWiroeba, misi miznebi, agreTve am sistemaSi maTze dakisrebuli Tanamdebobrivi movaleobebi. aseTi qmedebiT maTi winaaRmdegobebi minimumamde mcirdeba. aseve dadebiT Sedegs iZleva kontrolis koreqtuli organizaciis sistemis meTodi, anu kontrolis dasabuTebul, misaReb doneze Catareba da araviTari gadaWarbebeba. kontrolisadmi winaaRmdegobebis gadalaxva kompanias SeuZlia agreTve sakontrolo davalebebidan faqtobrivi Sesrulebis arasasurveli gadaxris mizezebis saguldagulo diagnostikiT, anu, Tu deda kompaniisTvis cnobili gaxdeba, rom Svilobil kompaniaSi faqtobrivi 293 Sromis nayofiereba didad CamorCa mis dadgenil dones, man maSinve ki ar unda miiRos gadawyvetileba direqtoris ganTavisuflebis Taobaze, aramed unda gamoikveTos Seqmnili mdgomareobis mizezi. is SeiZleba obieqturi mizeziT iyos gamowveuli da masSi direqtors araviTari brali ar miuZRodes. bolos, kontrolisadmi winaaRmdegobis moxsna SeiZleba kulturul TaviseburebaTa mxedvelobaSi miRebiT, kerZod, im qveynis mosaxleobis qcevis marTviT, romel qveyanaSic biznesi mimdinareobs. iaponiis manqanaTmSenebel saerTaSoriso kompanias aSS-Si gaxsnili aqvs Svilobili kompaniebi. am ori qveynis warmoebis kultura gansxvavebulia, rac Sesisxlxorcebuli aqvs maT TiToeul moqalaqes. roca iaponelebi Svilobil kompanias kadrebiT akompleqteben, isini marto Sesabamisi kvalifikaciis amerikel moqalaqeebs ki ar arCeven, aramed angariSs uweven imasac, Tu ramdenad mzad arian isini daicvan muSaobis iaponuri stili, misi faseulobebi. amaze mocemuli kompania did Tanxebs xarjavs. sakontrolo kiTxvebi: 1. romeli faqtorebi axdenen gavlenas kompaniis organizaciul struqturaze? 2. ras warmoadgens globaluri sasaqonlo struqtura? daaxasiaTeT misi Zlieri da susti mxareebi; 3. ras warmoadgens globaluri geografiuli struqtura? daaxasiaTeT misi Zlieri da susti mxareebi; 4. ras warmoadgens globaluri funqciuri struqtura? daaxasiaTeT misi Zlieri da susti mxareebi; 5. ras warmoadgens momxmarebelze orientirebuli globaluri struqtura? daaxasiaTeT misi Zlieri da susti mxareebi; 294 6. ras warmoadgens matriculi struqtura? daaxasiaTeT misi Zlieri da susti mxareebi; 7. daasaxeleT saerTaSoriso kompaniaSi kontrolis sami done. 8. raSi mdgomareobs finansuri kontrolis mniSvneloba? 9. CamoTvaleT saerTaSoriso kompaniaSi kontrolis sami etapi. literatura: 1. bakaSvili n., mesxiSvili d., qadagiSvili l., organizaciis Teoria, Tb., 2009; 2. xomeriki T., menejmentis safuZvlebi, Tb., 2008; 3. Coxeli e., strategiuli menejmenti., Tb., 2007; 4. Гриффин Р., Пастей М., Международный бизнес, и.е. изд. сангл., под ред, А. Г. Медведева, спб.: Питер, 2006; 5. В. Д. .Дорофеев, А. Н. Шмелева, Н. Ю. Шестопал, МЕНЕДЖМЕНТ . М.2010; 6. Ричард Дафт, МЕНЕДЖМЕНТ 8-е издание М. 2009; 7. Alfred Chandler , Jr.,Strategy and Structure (Cambridge , Mass . : MIT Press,1962); 8. J.M. Stopford and L.T. Wells, Managing the Multinational Enterprise (New York : Basic Books , 1972); 9. John P. Kotter and Leonard A. Schlesinger, ,,Choosing Strategies for Change“ , Harvard Business Review , March-Arpril 1079; 10. Chistopher A. Bartlett , ,,Organizing for Worldwide Effectivenss : The Transnational Solution“, California Management Review, (Fall 1988); 11. Michael Goold, ,,Strategic Control in the Decentralized Firlm~, Sloan Management Review (Winter 1991 ). 295 Tavi X lideroba da muSakTa qceva saerTaSoriso kompaniaSi Sesaswavli sakiTxebi: 1. individis qceva saerTaSoriso kompaniaSi; 2. motivacia saerTaSoriso kompaniaSi; 3. lideroba saerTaSoriso kompaniaSi; 4. gadawyvetilebebis miReba saerTaSoriso biznesSi; 5. jgufebi da gundebi saerTaSoriso kompaniaSi. 10.1. individis qceva saerTaSoriso kompaniaSi ama Tu im kompaniaSi individis qcevas ZiriTadad misi individualur TaviseburebaTa erToblioba ganapirobebs. swored individualuri Taviseburebebi gansazRvraven mis moqmedebas ama Tu im situaciaSi. individualur TaviseburebaTa nakrebi, Tavis mxriv, damokidebulia pirovnebis tipze. sxva mniSvnelovan funqciaTa Soris, romlebic aseve gansazRvraven individis qcevas, aris individis aRqmis unari, SemoqmedebiTi SesaZleblobebi da garemo zemoqmedebis mimarT mtkice damokidebuleba. sxvadasxva kulturebSi pirovnebaTa tipebs Soris gansxvavebebi. pirovnebis tipi (personality) aris fsiqologiuri maxasiaTeblebis nakrebi, romliTac erTi adamiani gansxvavdeba meorisagan. didi xania fsiqologebs Soris mimdinareobs dava Temaze: romelia ufro mniSvnelovani ,,bunebrioba Tu aRzrda~40, kamaTs iwvevs is, Tu pirovnebis maxasiaTeblebi ramdenad damokidebulia biologiur faqtorze, mis bunebriv ganviTarebaze da im 40 Lawrence Pervin,”Peronality, in Mark Rosenzweig and Lyman Porter, eds., Anuual Review of Psychology, vol. 36 ( Palo Alto, Calif.: Annual Reviews, 1945), pp.83-114. 296 socialur-kulturul garemoze, romelSic moxda individis Camoyalibeba. orive es faqtori did rols asrulebs adamianis pirovnuli maxasiaTeblebis formirebaSi, amitom menejerebma unda gaiTvaliswinon isini. maT unda icodnen isic, rom erTsa da imave kulturul garemoSi aRzrdil individebsac ki SeiZleba hqondeT gansxvavebuli qcevebi. ,,didi xuTeuli~: ZiriTadi maxasiaTeblebi. fsiqologebma aTasobiT adamianis pirovnuli maxasiaTeblebi Seiswavles, Tumca am bolo dros yvelaze meti yuradReba eTmoba xuT pirovnul maxasiaTebels, romlebsac maTi mniSvnelobidan gamomdinare, ,,didi xuTeuli~41 ewoda. (nax.1). urTierTobebSi harmoniuloba (agreebleness) sociumis sxva wevrebTan individis Tanaarsebobas gulisxmobs. zogierT adamians harmoniuloba xels uwyobs iyos sxva adamianebis mimarT gamgebi da keTilmosurne. am niSnis uqonloba individs sxva adamianis mimarT TavSeukaveblobas da konfliqturobas uyalibebs. keTilsindisiereba (conscientiousness) adamianis mowesrigebulobas da moqmedebis skrupulozurobas gansazRvravs. am maxasiaTebelze aris damokidebuli individis sistemuroba da organizebuloba, agreTve, disciplina. mis gareSe individi upasuxismgeblo da araorganizebulia. emociuri simyare (emotional stability) ganapirobebs individis gawonasworebulobas, simSvides, Tavdajerebulobas da sixalises. individi, romelic emociurad aramyaria, xSir SemTxvevaSi aRznebulia, cvalebadi xasiaTisa da fsiqologiurad gauwonasworebelia. eqstravertuloba (extrovension) anu gare garemosTan urTierTobaSi individis komfortulobis done, gansazRvravs sakuTari Tavisadmi rwmenas, adamianebTan saubrisa da urTierTobis siyvaruls. indivi41 Marilyn E., Gist and Terence R. Mitchell, ,,Self-Efficacy: A Theoretical Analysis of Its Determinants and Malleability”, Academy of Management Review (April 1992), pp. 183-211. 297 dis gulRiaoba (openness) ki misi Sexedulebisa da rwmenis kategoriulobas da interesTa mravalferovnebas gansazRvravs. gulRia adamianebi axali informaciis miRebisTanave ufro advilad icvlian TavianT Sexedulebebs, vidre Caketili da gulCaxveuli adamianebi. nax.1. pirovnebis maxasiaTeblebi: ,,didi xuTeuli~. pirovnuli maxasiaTeblebis ,,didi xuTeulis~ modeliT farTo gamokvlevebi mimdinareobs aSS-sa da evrokavSiris qveynebSi. mecnier-mkvlevrebma daadgines, rom am qveynebSi keTilsindisiereba da emociuri simyare (simtkice) is maxasiaTeblebia, romelTa mqone individebi gacilebiT efeqtianad asruleben TavinT valdebulebebs, 298 vidre misi armqoneni. CineTisa evrokavSiris qveynebis gasaRebisa da marketingis sferoSi momuSave menejerebis Sromis efeqtianobis prognozirebisaTvis aseTive arsebiTi maxasiaTebelia eqstravertuloba. amrigad, sxvadasxva qveynis kompaniebSi ama Tu im Tanamdebobaze muSakis daqiravebisas menejerebma unda gaiTvaliswinon maTi pirovnuli maxasiaTeblebi da ise gaakeTon swori arCevani. kompaniis muSakTa sxva pirovnuli maxasiaTeblebi. ,,did xuTeulSi~ Semavali maxasiaTeblebis garda, arsebobs individis sxva maxasiTeblebic, romlebic organizaciaSi mis qcevaze axdenen gavlenas. maT Soris yvelaze mniSvnelovani maxasiTeblebia42: • kontrolis lokusi (lokus of control); • sakuTari Zalebis rwmena (self-efficacy); • avtoritaruloba (authoritarianism); • TviTSefaseba (self-esteem) — sakuTari Rirsebebis aRqma. ganvixiloT TiToeuli maTgani: kontrolis lokusi. arsebobs kontrolis Siga da gare lokusi, Tu individs miaCnia, rom igi TviTon akontrolebs yvelafers, rac mis irgvliv xdeba, maSin am individs axasiaTebs kontrolis Siga lokusi, magram Tu Tvlis, rom masze araferia damokidebuli da mis beds gare Zalebi warmarTaven, es imas niSnavs, rom mas aqvs kontrolis gare lokusi. kontrolis gare lokusi ufro musulmanebisaTvis aris damaxasiaTebeli, anu im xalxebisaTvis, visac koleqtivizmi da Zalauflebisadmi pativiscema axasiaTebs, protestantebs ki — piriqiT. sakuTari Zalebis rwmena. es aris individis mier ama Tu im saqmis, ama Tu im amocanis Sesrulebisas Tavis ZalebSi dajereba. am rwmenas individs aZlevs Tavisi Se42 Griffin R., Pustay M. International Business: A Managerial Perspective. Reading, MA: Addison –Westey Publishing Co., 2004 299 saZleblobis obieqturi Sefaseba. saqmis Sesrulebisas rwmenis siZliere individSi axdens Zalebis mobilizebas da yuradRebis koncentrirebas. es marTlacda dadebiTad moqmedebs maTi saqmianobis Sedegebze, rac gamokvlevebiTac dadasturda. avtoritaruloba. am Tvisebis mqone individi usityvod asrulebs Tanamdebobis piris davalebebs da amas akeTebs imitom, rom is pirovneba marTvis ierarqiul kibeze masze maRla dgas. Tu individs es maxasiaTebeli ar gaaCnia, igi mxolod gonivrul davalebebs asrulebs da xSirad uarsac ambobs davalebis Sesrulebaze, avtoritaruli menejeri metad momTxovni da mbrZanebluria, araavtoritaruli menejeri ki Tavis daqvemdebarebulebs gadawyvetilebis miRebaSi farTo uflebebs aZlevs. TviTSefaseba pirovnuli maxasiaTebelia da gamoxatavs individis Tavdajerebulobis dones imis Sesaxeb, rom igi pativiscemas imsaxurebs. maRali TviTSefasebis adamianebi eZeben maRalanazRaurebad da prestiJul samuSaos. dabali TviTSefasebis individebi araprestiJul samuSaozec Tanxmdebian, radganac naklebad arian darwmunebuli TavianT ZalebSi. TviTSefasebis maxasiaTebeli sakmaod wonad pirovnul maxasiaTeblad iTvleba dasavleT evropaSi, samxreT da CrdiloeT amerikaSi, agreTve avstraliaSi. afrikasa da axalo aRmosavleTis qveynebSi igi ar miaCniaT TavianTi xalxebis erT-erT pirovnul maxasiaTeblad. aziis umravles qveyanaSi igi saerTod ar aris Seswavlili. sxvadasxva kulturis warmomadgenlebisaTvis damaxasiaTebeli ganwyobebi. ganwyoba (attitudes) aris konkretuli ideis, situaciis anda sxva adamianebis mimarT individis rwmenisa da Sexedulebebis erToblioba, romelic SeiZleba iyos didi xnis ganmavlobaSi Camoyalibebuli da Rrmad damkvidrebuli an axladwarmoqmnili. samuSaoTi kmayofileba. umravles organizaciaSi samuSaoTi kmayofileba muSakTa ganwyobis erT-erTi saxea. 300 kmayofileba an ukmayofileba imis maCvenebelia, Tu ramdenad moswons individs Tavis saqme da rogor warmoaCens masSi igi Tavis Tavs. gamokvlevebma cxadyo, rom pirovnuli faqtorebi (saWiroebebi, survilebi) iseve gansazRvraven samuSaoTi kmayofilebas, rogorc organizaciuli da koleqtiuri faqtorebi (Sromis pirobebi, Sromis meTodebi da a.S) amasTan, Tu muSaki samuSaoTi kmayofilia, igi ar acdens mas, ar cdilobs samsaxuris gamocvlas. saqme piriqiTaa, roca muSaki samuSaoTi ukmayofiloa. aRniSnul sakiTxze iaponiisa da aSS-is 106 sawarmoSi (gamokvlevam moicva 8300 muSa) Catarebuli erT-erTi gamokvleviT dadginda, rom iaponiis sawarmoTa muSebi naklebad arian kmayofili TavianTi samuSaoTi amerikel muSebTan SedarebiT, am gamokvlevis mixedviT, samuSaoTi kmayofili muSebis saSualo maCvenebeli iaponiaSi 2,12-ia; aSS-Si ki — 2,95 (samuSaoTi sruli kmayofilebis koeficientia 4,0). sxva, ufro axali gamokvlevebi adasturebs, rom yofili sabWoTa kavSiris qveynebis menejerebi arcTu kmayofili arian TavanTi samuSaoTi. gansakuTrebiT SezRudulia maTi damokidebuleba gadawyvetilebebis miRebisas. muSakTa ganwyobas gamoxatavs organizaciisadmi erTguleba (organizational commitment). saudis arabeTSi momuSave aziis, dasavleT evropis da saudis arabeTis adgilobriv daqiravebulebze dakvirvebiT dadginda, rom aziis qveynebidan Camosulebi ufro met erTgulebas amJRavneben TavianTi kompaniis mimarT, vidre adgilobrivebi da evropelebi. sxva dakvirvebebiT, amerikis sawarmoo sferos muSebi kompaniis saqmianobis mimarT ufro met erTgulebas iCenen, vidre iaponiis muSebi. am TvalsazrisiT gamokvleul iqna aSS-dan aziisa da evropis oTx-oTx qveyanaSi wargzavnili muSebis poziciebi. aRmoCnda, vinc didi xani imuSava Tavisi qveynis kompaniaSi da seriozuladac momzadda ucxo qveyanaSi samuSaod wasasvlelad, ufro erTgulni arian mSobliuri kompanii301 sadmi, vidre isini, visac TavianTi qveynis kompaniaSi muSaobis staJic naklebi hqonda da arc seriozuli profesiuli momzadeba gauvlia. am tipis individebs sazRvargareTis kompaniebis mimarT meti erTguleba aRmoaCndaT, radganac ucxo qveyanaSi muSaobis sirTule, simZime da adaptireba maT am kompaniaSi gadaitanes. sxvadasxva kulturis aRqma. aRqma (perception) es aris kompleqsi procesebisa, romelTa meSveobiT individi iTvisebs gare samuSaos Sesaxeb informacias da axdens mis interpretacias. aRqma xdeba maSin, rodesac adamiani xedavs, ismens, exeba SeigrZnobs an agemovnebs aRsaqmeli obieqtis suns Tu gemos. Tumca, TiToeuli individi mxolod misTvis damaxasiaTebeli unikaluri filtrebis saSualebiT individualurad aRiqvams am informacias. filtraciis am meqanizmSi did rols asrulebs individis kulturuli aRzrda. saerTaSoriso kompaniebis saqmianobaze did gavlenas axdens stereotipebis formireba, anu aRqmis yvelaze metad gavrcelebuli procesebi. stereotipis formireba xdeba maSinac, roca erTi adamiani mis xelT arsebuli erTi-ori maxasiaTebliT ayalibebs Sexedulebas sxva adamianze. magaliTad, arsebobs stereotipi, rom TiTqos ,,iaponeli menejerebi ganuwyvetliv muSaoben~, amerikeli ,,menejerebi arian Zunwebi~, ,,frangi menejerebi miekuTvnebian sazogadoebis maRal fenas~ da a.S. zogierT SemTxvevaSi stereotipebi SeiZleba gamoiyenon menejerebma ama Tu im kulturuli jgufis zogadi Taviseburebebis dasaxasiaTeblad, magram maT unda axsovdeT, rom, radgan yvela konkretuli adamiani unikaluria, es saerTo xedva SeiZleba ar gavrceldes am kulturis yvela warmomadgenelze. SeiZleba moxdes ise, rom stereotipi iyos faqtobrivisagan absoluturad gansxvavebuli. magaliTad, CineTis sagareo saqmeTa ministris Svils — cian nins eqvsi weli uswavlia aSS-Si da amis Sesaxeb dauweria bestselerad 302 qceuli wigni. am wignSi CinelebisaTvis sayuradReboa is adgili, sadac igi wers: ,,mxolod axlaxan gavige, rom aSS aris normaluri qveyana, amerikelebi ZiriTadad gvanan Cinelebs, amerikeli fermerebi ki arafriT gansxvavdebian Cineli fermerebisgan~. am fraziT ukve gasagebia, Tu rogori stereotipi iyo gavrcelebuli CineTSi aSS-is Sesaxeb. stresi sxvadasxva kulturaSi. stresi SeiZleba ganisazRvros rogorc pirovnebis fizikuri da fsiqologiuri reaqciebis erToblioba, rac gamowveulia pirovnuli gamocdilebisa da molodinebis realobasTan SeusabamobiT. stresis mdgomareoba da misi marTva organizaciebis muSakTa qcevis erT-erTi mniSvnelovani aspeqtia. individis reaqcia gamRizianebelze aris stresi. es gamRizianebeli stresfaqtorad iwodeba. stress yovelTvis rodi aqvs uaryofiTi Sedegi. stresuli situaciebis gareSe individi SeiZleba apaTeam moicvas da aRar ganviTardes. stresis optimalurma donem SeiZleba gamoacocxlos individi da misces mas motivacia. Tumca, stresis Zalze maRalma donem SeiZleba negatiuri Sedegi gamoiwvios. stresuli situacia SeiZleba ,,kargma~ da ,,cudma~ movlenebma ganapirobos. xelmZRvanelobis mxridan zedmeti zewola, drois uqonloba da cudi siaxleebi iwvevs stress, muSakis stresi SeiZleba gamoiwvios misma moulodnelma dawinaurebam samsaxurSi. menejerebis muSaobasTan mimarTebaSi gansakuTrebiT mniSvnelovania stresuli situaciebis Sefasebis ori midgoma. erTia im ,,stresis~ marTva, romelic gamoiwvia sazRvargareT samsaxurebrivi movaleobebis Sesrulebam, meore — sxvadasxva kulturis warmomadgenlebis mier stresuli situaciebis sxvadasxvanairma aRqmam da am situaciebis sxvadasxvanairad daZlevam. erT-erTi gamokvleviT, yvelaze naklebad stresebs SvedeTis kompaniebis xelmZRvaneli pirebi ganicdian. aSS-is, didi britaneTisa 303 da germaniis menejerebi TavSekavebuli arian stresis mimarT da ufro efqtianadac marTaven maT. iaponiis, singapuris, nigeriis, egviptisa da samxreT afrikis menejerebi ki aRiareben, rom maT mravali stresis gadatana uxdebaT da uWirT maTTan gamklaveba. 10.2. motivacia saerTaSoriso kompaniebSi. motivacia aris faqtorTa kompleqsi, romelic STaunergavs adamianebs qcevis modelebis erTobliobidan airCion erTi modeli. es faqtorebi sxvadasxva kulturisaTvis gansxvavebulia, amdenad motivacias sxvadasxva kulturaSi gansxvavebul faqtorTa erToblioba ayalibebs. motivaciis amocana yvela saerTaSoriso kompaniis winaSe dgas. igi gulisxmobs danaxarjebis Semcirebas, axali produqciis SemuSavebas, produqciis xarisxis amaRlebas da momxmarebelTa momsaxureobis donis gaumjobesebas Tavisi muSakebis motivaciis amaRlebiT. moTxovnilebebi da faseulobebi sxvadasxva kulturaSi. motivaciis procesis Secnobis amosavali wertilia muSakTa moTxovnilebebisa da faseulobebis analizi. moTxovnilebebi aris is, rac individs unda rom hqondes; faseulobebi ki — is, rasac individi did mniSvnelobas aniWebs. adamianebs mravali moTxovnileba aqvT, maTgan pirveladi moTxovnilobebi kveba, wyali, bina — fiziologiuri moTxovnilebebia da maTi dakmayofileba arsebobisaTvis aucilebelia. meoreuli moTxovnilebebi fsiqologiuria da warmoiqmneba im garemosa da kulturis gavleniT, sadac imyofeba adamiani. moTxovnilebebis am jgufs miekuTvneba warmatebis miRweva, damoukideblobisa da Zalauflebis qona da a.S. 304 adamianis faseulobebi Tandayolili ar aris. isini yalibdeba misi zrdisa da Camoyalibebis periodSi ojaxis, Tanatolebisa da sxvaTa gavleniT. motivaciuri procesebi sxvadasxva kulturaSi. motivaciuri procesis yvela Teoriuli midgoma SiZleba daiyos sam kategoriad: 1. moTxovnilebebze damyarebuli motivaciis meTodebi; 2. motivaciis procesualuri modelebi; 3. ganmamtkicebeli, gamamyarebeli (reinforcement) motivaciis modelebi. moTxovnilebebze damyarebuli motivaciis modelebi saSualebas iZleva movaxdinoT moTxovnilebis an/da moTxovnilebebis erTobliobis, rogorc motivirebuli qmedebis, Sedegis identificireba. procesualuri modelebi is modelebia, romelTa dros, qcevis modelis arCevisas (ramdenime xelmisawvdomi variantidan), individi didi doziT iTvaliswinebs Segnebulad mofiqrebul meqanizms. gamamyarebeli modeli aRwers motivaciis process. mis Sesabamisad individi afasebs mis mier wina periodSi arCeul qcevis models da momavalSi qcevis modelis mosalodneli arCevisaTvis iTvaliswinebs am Sefasebis Sedegs. moTxovnilebebze damyarebuli motivaciis modelebi sxvadasxva kulturaSi. individis qcevis motivacia sxvadasxva kulturaSi met-naklebad sxvadasxva moTxovnilebazea damyarebuli. magaliTad, individualuri kulturis mqone qveynebSi kompaniebis rigiTi muSakebis da maTi xelmZRvanelebis qcevis motivacia mniSvnelovani zomiT individualuri moTxovnilebebiTa da personaluri jildoebiT aris ganpirobebuli. maTTvis metad saintereso da sasurvelia muSakTa personaluri kompetenturobis aRiareba da maTi dajildoebis demonstrireba. saqme piriqiTaa koleqtiuri kulturis mqone qveynebSi. iq individebis qcevis motivacias jgufuri moTxovnile305 bebi da jildoebi udevs safuZvlad. am SemTxvevaSi koleqtivis wevrebs SeiZleba garkveuli uxerxulobac ki SeeqmnaT imis gamo rom maT jgufisgan gamocalkevebulad individualuri jildo miiRon. saerTaSoriso kompaniebSi konfliqturi situaciebis warmoSobis albaToba izrdeba, roca muSakTa motivaciis meqanizmebi dabrkolebas uqmnian maT kulturul Cvevebs. magaliTad, iaponiaSi momuSave amerikel menejerebs didi siZneleebi xvdebaT gundis muSakTa staJisa da mwarmoeblurobis mixedviT Sromis anazRaurebis sistemis danergvisas. aseTive winaaRmdegobas waawyda kompania ,,Mazda“ miCiganis StatSi ganlagebul manqanaTsaSeni qarxnis muSebTan. winaaRmdegoba gamoiwvia moTxovnam, romlis mixedviTac am qarxnis muSebs nebayoflobiT unda etarebinaT beisbolis qudebi warweriT ,,Mazda~. zogierTi qveynis kulturaSi Cadebulia Zalauflebisadmi didi pativiscema. am kulturaTa warmomdgenlebi aRiareben xelmZRvanelTa mier maTi saqmianobis marTvis uflebas swored maTi statusis organizaciuli legitimurobis gamo. amis Sedegia is faqti, rom aseTi adamianebis motivaciis ZiriTadi forma unda iyos maTi aRiareba kompaniis xelmZRvanelobis mier, da piriqiT, Tu adamianebi did mniSvnelobas ar aniWeben pirovnebis oficialur statuss, isini arc mis mier micemul davalebebs Seasruleben morCilad da maTgan miRebul qebasa da aRiarebas urCevniaT samsaxurebrivi winsvla da xelfasis momateba. im kulturaTa warmomadgenlebis moqmedebebi, romeli kulturebisTvisac miuRebelia gaurkvevlobebi, mniSvnelovanwilad motivirebulia dasaqmebis uzrunvelyofis garantiebis SesaZleblobebiT. am garantiebis Semcirebis mcdelobac ki maTSi protests iwvevs. es ar axasiaTebs im kulturis adamianebs, romlebic eguebian am gaurkvevlobas. isini garantirebul samuSaos naklebad eZeben. maTi motivacia ufro metad profesiul zrdas ukavSirdeba da amis misaRwevad Seqmnil pirobebs. magaliTad: 306 aSS-is da germaniis muSakebze dakvirvebam cxadyo, rom aSS-is muSebisaTvis germanelebTan SedarebiT, samsaxurebrivi dawinaureba da Sesrulebuli davalebis faqtori ufro fasobs, germanel muSebSi ki Semcirebuli samuSao dRe da dasaqmebis garantia ufro mniSvnelovania. kulturebSi, romelTac aqtiuri miznobrivi qceva axasiaTebT, motivaciur qcevas safuZvlad udevs materialuri waxaliseba fuliT da sxva formiT. isini qcevis im models irCeven, romelic met materialur sargebels iZleva. amasTan, maT ar axasiaTebT miswrafeba, rom kompaniidan kompensaciebi miiRon piradi cxovrebis komfortulad mosawyobad. pasiuri miznobrivi qcevis adamianebi, dabal xelfasebzedac Tanaxma arian, Tu maT eqnebaT mxolod cxovrebis xarisxis gaumjobesebis kompensaciebi. magaliTad, CineTSi msoflio standartebTan SedarebiT Zalze dabali xelfasebia, magram Cinuri kompaniebi TavianT TanamSromlebs uzrunvelyofen binebiT, ufaso samedicino momsaxurebiT da a.S. moTxovnilebebi, rogorc motivaciis safuZveli mravalma mecnierma Seiswavla. maT Sorisaa a. maslou, d. maklelandi, g. hofstede da f. hercbergi. maTi Sexedulebebi adamianis motivaciaze moTxovnilebebis gavlenis Sesaxeb erTi kulturis farglebSic ki xSirad erTnairi ar aris. amitom saerTaSoriso kompaniis menejeri gansakuTrebulad frTxilad unda iyos am mecnierTa Teoriebis sxvadasxva kulturaTa warmomadgenlebis mimarT gamoyenebisas. motivaciis procesualuri midgomebi sxvadasxva kulturaSi. cnobilia, rom molodinis Teoria individis qcevis motivacias ixilavs, rogorc process43. am Teoriis Tanaxmad individis qceva ama Tu im motivaciuri faqtebis zemoqmedebiT formirdeba. es Teoria aRiarebs, rom sxvadasxva adamians gansxvavebuli moTxovnileba aqvs: zogs fuli unda, zogs — aRiareba, zogs — prestiJi an socialuri keTildReoba da a.S. Tumca, Tu adamiani darwmunebulia, 43 Victor Vroom, Work and Motivation (neW York: Wiley, 1964). 307 rom igi daikmayofilebs Tavis moTxovnilebebs (romelsac is Tvlis yvelaze mniSvnelovnad), maSin igi Tavisi qmedebebis efqtianobis gazrdas Seecdeba. aRsaniSnavia, rom molodinis Teoriaze naklebi gamokvlevebia Catarebuli, Tumca misi ZiriTadi debulebis farTod gavrceleba mainc logikuria. imis miuxedavad, Tu sad muSaobs esa Tu is adamiani, maTi moqmedebebi, umetes SemTxvevaSi, gamiznulia im miznebis misaRwevad, romlebic maTi interesebis sferoSi xvdeba. cxadia, kulturuli faqtorebic raRaca doziT axdenen am miznebis Sinaarsze gavlenas. erT-erTi yvelaze rTuli faqti, romelic gansazRvravs molodinis formirebis process, aris socialuri orientaciis kulturuli aspeqti. molodinis Teoria aRwers individis mier qcevis xaziT gadawyvetilebis miRebis models, romlis mizania konkretuli Sedegis miReba. amitom molodinis Teoria SezRudulia koleqtiuri kulturebis warmomadgenelTa qcevis gansazRvrisas. amis miuxedavad, am Teorias miiCneven erTsaxovan kulturebSi qcevis motivaciis arCevisas yvelaze misaReb Teoriad. magaliTad, molodinis Teorias amyarebs kompania `soni“-s warmatebebi. am kompaniebSi daqiravebulebma ician, rom maT SeuZliaT gamoiyenon kompaniis SesaZleblobebi, rom isini informirebuli iqnebian kompaniis saqmianobis Sedegebis Sesaxeb da a.S. adamianebi, romelTaTvisac daqiravebis es pirobebi misaRebia, cxadia, imuSaveben am kompaniis sasargeblod. motivaciis `gamamtkicebeli, gamamyarebeli~ modeli sxvadasxva kulturaSi. es modeli sxvadasxva kulturis konteqstSi ar aris farTod Seswavlili. am modelis Tanaxmad, qcevis im models, romelmac dadebiTad Seafasa individi (daajildova), didi albaTobiT igives gaimeorebs momavalSic. magram Tu piriqiT moxda da man aseTi qceviT sasjeli miiRo, igi mas aRar gaimeorebs. am mo- 308 delSi ar aris gansazRvruli, Tu romeli qceva imsaxurebs jildos da romeli dasjas. ise rogorc molodinis Teoria, motivaciis `ganmamtkicebeli, gamamyarebeli~ modelic saerTo kanonzomierebidan gamomdinare gamonaklisis saxiT arsebobs. magaliTad, mahmadianur qveynebSi adamianebi fiqroben, rom yvelaferi rac xdeba, alahis nebaa da maTze ar aris damokidebuli. es imas niSnavs, rom dajildoebis da dasjis sistema did gavlenas ar axdens am kulturis warmomadgenelTa mier qcevis formis arCevaze. amis miuxedavad misi gamoyeneba saerTaSoriso menejerebs warmatebiT SeuZliaT mxolod im SemTxvevaSi, Tu isini SeZleben kargad gaarkvion, sxvadasxva kulturis warmomadgenlebis mimarT gansaxorcielebeli dajildoebisa da dasjis midgomebi. 10.3. lideroba saerTaSoriso kompaniebSi saerTaSoriso kompaniebis saqmianobis erT-erTi umniSvnelovanesi qceviTi da pirovnebaTSorisi aspeqti aris lideroba. lideroba adamianTa jgufis, an mTlianad organizaciis miznebis miRwevis, motivaciisa da jgufis (an korporaciis) kulturis formirebaze araZaladobrivi gavlenis gamoyenebis procesia44. Tanamedrove literaturaSi CamoTvlilia lideris iseTi Tvisebebi, rogoricaa: profesionalizmi, inteligenturoba, gambedaoba, nebisyofa, enTuzizmi. lideroba aris rTuli procesi, romlis meSveobiT pirovneba axdens sxvebze gavlenas misiis, miznis, an amocanis misaRwevad da mimarTavs kompanias ise, rom is ufro Sekruli da harmoniuli iyos. pirovneba warmarTavs am process misi lideruli Tvisebebis gamoyenebiT (rwmena, faseulobebi, eTika, xasiaTi, codna da unarebi). Tu mene44 Gary Yukl, Leadership in Organizations , 2en ed.(Englewood Cliffs, N.J.: Prentice Hall, 1989). 309 jeris, zedamxedvelis an ufrosis Tanamdeboba gaZlevT Tqven organizaciaSi garkveuli amocanebis SesrulebisaTvis saWiro Zalauflebas, es Zalaufleba ar gaqcevT Tqven liderad. lideroba adamianebs miznebisa da amocanebis Sesrulebis survils uCens maSin, rodesac xelmZRvanelebi miuTiTeben adamianebs am miznebisa da amocanebis Sesrulebaze. zogierTi adamiani liderobas da xelmZRvanelobas SecdomiT aigivebs erTmaneTTan. maT Soris arsebobs mkveTri gansxvaveba. xelmZRvaneloba formalur Zalauflebasa da uflebamosilebaze dafuZnebuli administraciuli marTva da gadawyvetilebis miRebaa. lideroba ki upirveles yovlisa dafuZnebulia organizaciis muSakTa (an jgufis wevrTa) qcevis motivaciis procesSi an maTTan urTierTobis procesSi xelmZRvanelis pirad gavlenaze. yvela lideri ar aris xelmZRvaneli da yvela xelmZRvaneli ar aris lideri. es imas niSnavs, rom liderebi SeiZleba iyvnen formalurebi da araformalurebi. organizaciuli qcevis procesSi momuSave specialistebi mravali welia swavloben liderobas. liderobis Seswavlis adreul etapze ikvlevdnen individis fizikur an misi qcevis universalur aspeqtebs, raTa erTmniSvnelovnad gamoerCiaT lideri individi aralideri individisagan. ukanasknel wlebSi liderobis Seswavla daiwyo konkretul situaciebSi misi gavlenis TvalsazrisiT. marTalia, amJamad, ise rogorc winaT, kvlevebi mimdinareobs lideris pirad maxasiaTeblebze, magram liderobis Tanamedrove Teoriebi umeteswilad efuZneba im varauds, rom lideris qceva damokidebulia situaciur faqtorebze. liderobis Tanamedrove Teoriebis mixedviT, liders ar SeuZlia sxvadasxva viTarebaSi erTi da imave qceviT miaRwios warmatebebs. man guldasmiT unda Seiswavlos da yuradRebiT Seafasos kompaniaSi Seqmnili situacia da arsebuli pirobebis mixedviT airCios qcevis forma. am SemTxvevebSi lideris qcevaze ZiriTadad iseTi faq310 torebi moqmedebs rogoricaa: daqvemdebarebulebs Soris individualuri gansxvavebebi; jgufebis, organizaciisa da lideris maxasiaTeblebi; daqvemdebarebulebis mzadyofna gaiziaron lideris mier dasaxuli miznebi. lideris qcevaze garkveul gavlenas axdenen kulturuli faqtorebi. cnobili amerikeli mkvlevari g. hofstede erovnuli kulturis 5 faqtors gamoyofs45: socialuri orientacia; Zalauflebisadmi damokidebuleba; gaurkvevlobis mimarT damokidebuleba da miznis miRwevaze orientacia maskulinuroba da feminuroba. hofstedes TeoriaSi gamoyofili kulturuli faqtorebis safuZvelze saerTaSoriso kompaniebis liderebisaTvis SeiZleba gakeTdes ramdenime mniSvnelovani daskvna: individualur kulturebSi liderma Tavisi qcevis orientirad mizanSewonilia aiRos ara mTeli koleqtivi, aramed calkeuli individebi. koleqtiur kulturebSi es piriqiT unda moxdes. kulturebSi, romlebic orientirebulia (iaponia) biznesis jgufur warmarTvaze, menejeri efeqtianad xelmZRvanelobs daqvemdebarebul gunds, uzrunvelyofs gundis wevrebs Soris Tanxmobas. amasTan, magaliTad kompania `Sony~-Si ivaraudeba, rom menejerebi daqvemdebarebulebs uflebas aZleven gadavidnen maTTvis ufro saintereso samuSao adgilebze, rac kompanias sargeblobas moutans. marTvis iaponuri sistema orientirebulia lidersa da mis daqvemdebarebulebs Soris erToblivi gadawyvetilebis miRebis dros SeTanxmebis miRwevaze. Tu lideri ubrZanebs, misi gadawyvetilebis morCilad Sesrulebas, es daarRvevs koleqtivSi Tanxmobas. xSirad iaponeli menejerebi gadawyvetilebis miRebisas ganzrax gverdze dgebian da stimuls aZleven daqvemdebarebulebs erTmaneTs Soris gaarCion gadawyvetilebis sxvadasxva varianti. mxo- 45 Hofstede G., Hofstede G. J., Cultures and Organizations: Software of the Mind, London, NY, Mc Grow-Hill, 2004. 311 lod amis Semdeg CaerTveba menejeri saqmeSi da gamoTqvams Tavis Sexedulebas am sakiTxis irgvliv. situaciur liderobas uSualod ukavSirdeba iseTi faqtori, rogoricaa, Zalauflebisadmi damokidebuleba. im kulturebSi, romlebic aRiareben Zalauflebas (batonobas), muSakebi elodebian, rom lideri Tavis Tavze aiRebs marTvas, miiRebs gadawyvetilebas da uxelmZRvanelebs maT. aseT kulturebSi liders mouwevs airCios saboloo Sedegze orientirebuli qceva (pirdapiri, struqturizebuli, miznobrivi), uari Tqvas daqvemdebarebulebis orientaciaze, gadawyvetilebis miRebaSi maT CarTvaze da sxv. Tu kulturaSi ufro metad fasobs Zalauflebis moTmena, maSin liderma unda iTanamSromlos daqvemdebarebulebTan, CarTos isini kompaniis marTvis procesebSi da a.S. menejerebsa da daqvemdebarebulebs Soris gansxvavebebis waSlas inarCuneben avtoritaruli, ierarqiuli socialuri wyobis qveynebi. magaliTad, aSS-is deda kompaniam, romelsac espaneTSi hqonda qaliSvili kompania, gadawyvita moewyo espaneli TanamSromlebisaTvis `mSobliuri pikniki~. piknikze espanelebs saWmels miarTmevdnen deda-kompaniis maRali rangis pirebi. es pikniki ar Sedga, radgan espanelebs aseTi momsaxurebiT didi diskomforti SeeqmnaT. mniSvnelovani situaciuri faqtoria gaurkvevlobisadmi damokidebulebac. gaurkvevlobidan Tavis dasaRwevad kompaniis TanamSromlebi upiratesobas aniWeben konkretul davalebebsa da amocanebs. aseT dros ufro efeqturia konkretul Sedegze da ara daqvemdebarebulebTan TanamSromlobaze orientirebuli lideris qceva. magaliTad, germanelebisaTvis misaRebia avtokratizmi da amocanebze orientacia korporaciuli wesebisa da procedurebis farglebSi. menejerebi sxvadasxva ganyofilebas dausaxaven misaRwev miznebs da Semdeg axdenen maTi Sesrulebis srul delegirebas. 312 im kulturebisTvis, romelTaTvis misaRebia saqmeSi gaurkvevlobis maRali done, miuRebeli iqneba saboloo Sedegze orientirebuli lideris qceva, xolo mowonebuli — kompaniis marTvaSi muSakTa CarTvis qceva. lideris qceva agreTve damokidebulia miznobriv orientaciaze. rogorc adre aRvniSneT, aqtiuri miznobrivi orientaciis kulturis warmomadgenlebisaTvis upiratesoba aqvs fuladi da materialuri waxalisebis sxva formebs. lideris qcevis orientaciam maTSi mowoneba mxolod im SemTxvevaSi SeiZleba daimsaxuros, Tu isini amiT sargebels miiReben. lideris qceva, romelic amaRlebs cxovrebis xarisxs, ufro mowonebuli iqneba pasiuri miznobrivi orientaciis kulturis warmomadgenlebSi. daqvemdebarebulebTan TanamSromlobaze (marTvaSi maTi monawileoba) orientirebuli lideris qceva imdenad iqneba mosawoni am orive orientaciis kulturis warmomadgenlebisaTvis, ramdenadac isini TavianTi samuSaoTi da mTeli kompaniis saqmianobiT iqnebian kmayofilni. Tanamedrove pirobebSi bazris liderebs maskulinuri da feministuri Tvisebebis warmoCena uxdeba. mkveTrad maskulinirebul sazogadoebaSi ZiriTadi Rirebulebebia warmateba, materialuri dovlaTi da fuli. didi mniSvneloba eniWeba gadawyvetilebis miRebis SesaZleblobas. feministur sazogadoebaSi ki ufro Rirebulia sxvebze zrunva, TanamSromloba, megobruli atmosfero, gadawyvetilebis miReba koleqtiurad da ara pirovnulad. kulturuli faqtorebis Sefaseba da gageba erT-erTi rTuli da Zneli amocanaa. arada, kulturuli faqtorebi lideris saqmianobis efeqtianobis uzrunvelyofaSi miCneulia gadamwyvet faqtorad. aSS-sa da meqsikas, teritoriuli siaxlovis miuxedavad, sruliad gansxvavebuli kulturebi aqvs. meqsikis kulturis warmomadgenlebi aRiareben Zalauflebas. meqsikuri kulturuli faseulobebi Tavis gamoxatulebas poulobs paternalizmSi, marTvis avtoritarul stilSi. aSS-Si piriqiT, eridebian 313 paternalizms, mxars uWeren marTvaSi muSakTa CarTvis stils da kompaniis saqmianobaSi maT monawileobas. menejerebs, romlebic imuSaveben aSS-sa da meqsikaSi ganTavsebul transnacionaluri kompaniis Svilobil kompaniebSi, ar gamoadgebaT romelime erTi mxaris (meqsika, aSS) faseulobebze orientaciis aReba. maT im qveynis kulturuli faseulobebi, Cvevebi da wesebi unda gaiTvaliswinon da iseTi qcevis stili SeimuSaon, romel qveyanaSic mouwevT muSaoba. mxolod aseT SemTxvevaSi iqneba maTi lideroba efeqtiani. 10.4. gadawyvetilebis miReba saerTaSoriso biznesSi saerTaSoriso biznesSi gadawyvetilebis miReba aris kidev erTi sfero, romelzec did gavlenas axdens sxvadasxva xalxebs Soris kulturuli gansxvavebebi. gadawyvetilebis miReba (decision making) aris miznis misaRwevad mravalferovani alternativebidan erTi alternativis amorCevis procesi. gadawyvetilebis miRebis modelebi. cnobilia gadawyvetilebis miRebis procesisadmi ori gansxvavebuli midgoma: 1. normatiuli modeli; 2. deskrifculi modeli. gadawyvetilebis miRebis normatiuli modelis Tanaxmad, optimaluri gadawyvetilebis ZebnaSi menejerebi xelmZRvaneloben logikiT da jansaRi azriT. deskrifculi modeli ki piriqiT, gvimtkicebs, rom gadawyvetilebis miRebis procesis zogierTi qceviTi aspeqti zRudavs menejeris SesaZleblobas, yovelTvis logikiT da jansaRi azriT ixelmZRvanelos. gadawyvetilebis miRebis procesis normatiuli modeli iwyeba im momentSi, roca menejerma aRiara problemis arseboba da gaiTavisa misi gadawyvetis aucilebloba. meore nabiji, romelic am SemTxvevaSi menejerma 314 unda gadadgas, iqneba warmoqmnili problemis gadaWris SesaZlo alternatiuli variantebis identifikacia, mesame — yvela alternatiuli variantis Sefaseba amosavali problemis konteqstSi, meoTxe — problemis gadaWris optimaluri variantis amorCeva, mexuTe — amorCeuli variantis realizaciisTvis konkretuli qmedebebis Sesruleba, meeqvse — Sedegebis Sefaseba. rogorc deskrifculi modelis momxreebi aRiareben, cxadia, ufro mizanSewonili iqneba, rom menejerebma miiRon gadawyvetilebebi zemoaRniSnuli wesiT, e. i. normatiuli modeliT, magram sinamdvileSi menejerebi gadawyvetilebas iReben maTi qcevis ori mniSvnelovani aspeqtis gavleniT. pirveli aspeqti aris SezRuduli racionaluroba. SezRuduli racionaluroba niSnavs imas, rom adamianis azrovnebis SezRuduloba ar aZlevs menejers saSualebas iazrovnos obieqturad da racionalurad. umetes SemTxvevaSi isini sargebloben arasrulyofili da arazusti informaciiT koleqtivSi problemis warmoqmnis mizezebis Sesaxeb, ar arkveven sakiTxebs da a. S. es rom gaakeTon, maSin isini am damatebiTi informaciiT ukeTes gadawyvetilebasac miiReben. meore aspeqtia gonivruli sakmarisobis principi. gonivruli sakmarisoba niSnavs imas, rom xSirad menejerebi problemis gadawyvetis alternativebs Soris upiratesobas aniWeben minimalurad misaReb variants, Tumca kvleva—Ziebis gagrZeleba maT ukeTes arCevanamde miiyvanda. normatiuli modeli sxvadasxva kulturaSi. rogorc mTlianad normatiul models, ise mis etapebs sxvadasxva kulturis adamianebi, maT Soris menejerebi sxvadasxvanairad aRiqvamen da maTze sxvadasxvanairad reagireben. magaliTad, modelis pirveli etapi — problemis identificireba — individualuri kulturis mqone xalxebSi im moqmedebebis konteqstSi ganixileba, romlebsac muSakebi ganaxorcieleben. mdgomareoba piriqiTaa koleqtiuri kulturis mqone xalxebSi. im kulturis warmo315 madgenlebs, romelsac gaurkvevlobis miRebis maRali done axasiaTebT, SeuZliaT gabedulad airCion maRali riskis mqone problema. gaurkvevlobis armimReb kulturaTa warmomadgenlebis SemTxvevaSi, menejerebi ufrTxian sarisko problemas da did sifrTxiles iCenen misdami. aseve xdeba normatiuli modelis sxva etapebis mimarTac. magaliTad, rogorc wesi, am modelis meore etapi aris alternatiuli variantebis identificireba. im qveynebis menejerebi, romlebsac aqvT Zalauflebisadmi pativiscema, ar gamoTqvamen gadawyvetilebis miRebis yvela variantis ganxilvis survils, radgan, Tu daqvemdebarebulis winadadeba menejeris winadadebaze ufro sasargeblo da ukeTesi aRmoCndeba, es daarRvevs maT damokidebulebaSi ierarqiul wesrigs da a. S., mesame etapi aris alternatiuli variantebis Sefaseba. varianti, romelic met materialur sikeTes moitans, mosawonia aqtiuri miznobrivi qcevis kulturis warmomadgenlebisaTvis da miuRebelia pasiuri miznobrivi qcevis xalxisaTvis. alternativebis Sefasebis procesi rTulia im adamianebisaTvis, romlebsac uWirT pasuxismgeblobis Tavis Tavze aReba. magaliTad, CineTSi iseTi kardinaluri cvlilebebia, rom bevr Tanamdebobis pirs momavlis SiSiT uWirs pirovnulad maT gadawyvetaSi monawileobis miReba, miT ufro pirovnuli pasuxismgeblobis aReba. amis Tavidan asacileblad iaponelebma gadawyvetilebis miRebis damtkicebis sistema ringi SemoiRes. am sistemis mixedviT gadawyvetileba ar SeiZleba iyos calmxrivi, igi marTvis yvela donem unda moiwonos da aseTi wesiT unda damtkicdes. daaxloebiT msgavsi Taviseburebebi aqvs sxvadasxva kulturaSi normatiuli modelis sxva etapebsac. deskrifculi modeli sxvadasxva kulturaSi. qcevis iseTi aspeqtebi, rogoricaa, SezRuduli racionaluroba da gonieri sakmarisobis principiT moqmedebisaken miswrafeba, Znelia miakuTvno sxvadasxva kulturaTa Taviseburebebs. qcevis es aspeqtebi gansxvavebul kul316 turebSi siRrmiseulad ar aris Seswavlili. garda amisa, TviT am movlenebis buneba ar iZleva raime ganzogadebis safuZvels. am aspeqtebis gavlenis Seswavla damatebiT gamokvlevas saWiroebs. 10.5. jgufebi da gundebi saerTaSoriso kompaniaSi sxva umniSvnelovanes qcevis procesebs, romlebSic unda erkveodnen menejerebi, miekuTvneba jgufebis da gundebis saqmianoba. ganurCevlad imisa, didia organizacia, Tu patara, mravalerovnulia, Tu ara, iq adamianebis saqmianoba erTad — jgufurad da gundurad mimdinareobs. jgufuri dinamikis buneba. Teoriulad erT jgufSi momuSave adamianebi ufro maRal Sedegebs iZlevian, vidre cal-calke. amitom kompaniaSi, ama Tu im samuSaos da proeqtis gansaxorcieleblad, xSirad iyeneben muSa jgufebs. jgufebis mravali tipi arsebobs. amJamad metad didi gavrceleba pova gundebma. gundi aris jgufis gansakuTrebuli tipi, romelic samuSaos Sesrulebis pasuxusmgeblobas TavisTavze iRebs (gundisgan gansxvavebiT jgufi amaze pasuxismgebeli ar aris). kompaniaSi moqmed gundebs axasiaTebs: 1. rolebis mkafiod gamoxatuli struqtura (gundSi TiToeul wevrs aqvs Tavisi roli, romlis Sesabamisad uzrunvelyofs Tavis wvlils gundis miznebis miRwevaSi); 2. qcevis reglamentirebuli normebi (aseT normebs miekuTvneba tansacmlis forma, samsaxurSi gamoucxadeblobis pirobebi, gundis Sekrebis Catarebis grafiki, gundis wevrebis mwarmoebluroba da sxv); 3. urTierTkavSiris maRali done (gundis wevrebi mWidrod TanamSromloben erTmaneTTan da sakuTar Tavs aigiveben gundTan); 317 4. gundSi araformaluri lideris arseboba (igi ar sargeblobs formaluri uflebamosilebiT, magram xelmZRvanelobs gundis muSaobas). gundi Tavis saqmianobaSi maqsimalur efeqts aRwevs, roca: • gundSi Tanamdebobrivi valdebulebebi orientirebulia efeqtianobis amaRlebaze; • gundi namdvilad Sekrulia; • gundSi miRebuli qcevis normebi stimuls aZleven did mwarmoeblurobas; • araformaluri liderebi mxars uWeren kompaniis winaSe mdgari amocanebis Sesrulebas. yvela am pirobis darRvevis SemTxvevaSi gundi kompaniis saerTo miznebidan gamomdinare, araefeqtiani iqneba. kroskulturuli gundebis marTva. gundis Semadgenloba mniSvnelovan rols asrulebs gundis wevrebis qcevis dinamikaSi. gunds, romlis Semadgenloba erTgvarovania, naklebad axasiaTebs konfliqtebi, dabali aqvs kreatiuloba (SemoqmedebiToba), unificirebuli aqvs qcevis normebi, ufro Sekrulia da a.S. piriqiTaa saqme araerTgvarovan gundebSi. iq konfliqtebic xSiria, urTierTobebic garTulebulia da a. S. menejerebs, romelTa movaleobebSic gundebis formireba Sedis, evalebaT im amocanebis Sefaseba, romlebic gundma unda Seasrulos. aseT SemTxvevaSi menejeri advilad daakompleqtebs gunds am amocanis Sesasruleblad. Tu amocana martivia, misTvis gamodgeba erTgvarovani gundi. maTi urTierTmsgavsi codna, aRzrda, rwmena da faseulobebi uzrunvelyofen gundis wynar da efeqtian muSaobas. Tu amocana rTulia, maSin aucilebelia gundis wevrebi erTmaneTisagan gansxvavdebodnen aRzrdiT, codniT, gamocdilebiT, faseulobebiT da a. S. sxva kulturuli faqtorebi garkveulwilad gansxvavebulad moqmedeben gundSi qcevis dinamikaze. maga318 liTad, individualur kulturebSi siZneleebi iqmneba qcevis saerTo normebis danergvaSi da koleqtivis Sekrulobis formirebaSi, maSin, rodesac koleqtiur kulturebSi orive es elementi bunebrivi movlenaa. Zalauflebisadmi pativismcemel kulturebSi gundis wevrebi organizaciuli sistemis ierarqiis erTnair dones unda ekuTvnodnen, radganac am kulturebSi zogadad qveda donis warmomadgenlebi mTlianad emorCilebian zeda donis warmomadgenlebs da maTi erT gundSi Seyvana da Tanabari uflebebis micema arRvevs am kulturaSi dafuZnebul ierarqias. efeqtianad imuSaveben gundSi aqtiuri miznobrivi qcevis kulturis warmomadgenlebic, Tu gundis winaSe mdgomi amocanis gadawyveta maT materilur keTildReobas moutans. amrigad, kulturuli faqtorebis gaTvaliswineba saerTaSoriso biznesSi sagrZnoblad zrdis mis efeqtianobas. iaponiis kulturaSi gansakuTrebiT didi mniSvneloba aqvs Tanxmobas koleqtivSi da umaRlesi xelmZRvanelobis pativiscemas. iaponiaSi momuSave e. w. `Cumi liderebi~ ki ar mbrZanebloben muSakebze, aramed warmarTaven maT saqmianobas (gaixseneT p. drukeris fraza: `ki ar marTeT, aramed warmarTeT~). aseTi liderebi aRafrTovaneben daqvemdebarebulebs da mxars uWeren maT. iaponiaSi gavrcelebuli sistema ringi imis garantias iZleva, rom gadawyvetileba mis praqtikul ganxorcielebamde miiRebs mxadaWeras. sakontrolo kiTxvebi: 1. gansazRvreT pirovnebis tipi da axseniT ama Tu im pirovnebis tipis Taviseburebebi rogor imoqmedebs individis qcevaze? 2. axseniT, ra kavSiria aRqmasa da ganwyobas Soris? 319 3. gaanalizeT stresis cneba da misi Taviseburebebi sxvadasxva kulturaSi. 4. riT gansxvavdeba erTmaneTisagan sxvadasxva kulturaSi moTxovnilebebi da faseulobebi? 5. mokled daaxasiaTeT gadawyvetilebis miRebis normatiuli modeli. 6. kompaniebis saqmianobaSi riT aixsneba gundebis aseTi didi mniSvneloba? literatura: 1. bakaSvili n., mesxiSvili d., qadagiSvili l., organizaciis Teoria, Tb., 2009; 2. xomeriki T., menejmentis safuZvlebi, Tb., 2008; 3. Coxeli e., strategiuli menejmenti., Tb., 2007; 4. faresaSvili n., qeSelaSvili g., organizaciuli qceva, Tb., 2010. 5. qarTuli enis ganmartebiTi leqsikoni, erTtomeuli, red. arn. Ciqobava, Tb., 1990. 6. Гриффин Р., Пастей М., Международный бизнес, и.е. изд. сангл., под ред, А. Г. Медведева, спб.: Питер, 2006. 7. L.R. Golberg, “ An Alternative” Description of Personality”: The Big Five Factor Striscure”, Iournal of Personality and social Psychology vol. 18 (1992), pp.185-213. 8. T. W. Adorno, E. Frenkel-Brunswick, D. J. Levinson, and R. N. Sanford, The Authoritarian Personality (New York: Harper & Row, 1950). 9. Patrica C Smith, L. M. Kendall and Charles Hulin, The Measurement of Satisfaction in Work and Behavior (Chicago: Rand-McNally,1969). 10. For a recent overview of the stress literature, see Frank Landy, James Campbell Quick, and Stanislav Kals, “ Work, Stress, and 320 Weil-Being”, International Journal of Stress Management col.1 no.1(1994), pp.33-79. 11. Charles Weaver and Michael Landeck, “Cross-National Differences in Job Values: A Segmented Comparative Analysis of United states and West German Workers” (Laredo State University, 1991), mimeo. 12. David A. Ralston, David J Gustafon, Fanny M. Cheung, and Robert h. Terpstra, “Differences in management Values: A Study of U.S., Hong Kong, and PRC manager”, Journal of International; Business Studies (second Quartet 1993), pp.249275. 13. See Joseph A .Petrick, Robert F. Sherer, Iames D. Brodzinski, John F. Quinn, and M.Fall Ainina, “Global Leadership Skills and Reputational Capital: Intangible Resources for Sustainable Competitive Advantage”, Academy of management Executive, vol.13, no. 1 (1999), pp.58-69 . 321 Tavi XI saerTaSoriso marketingi Sesaswavli sakiTxebi: 1. 2. 3. 4. 5. 6. saerTaSoriso marketingi da biznes-strategiebi; standartizacia an adaptacia; produqtis strategia; faswarmoqmnis politika saerTaSoriso biznesSi; stimulireba; saerTaSoriso distribucia. 11.1 saerTaSoriso marketingi da biznes-strategiebi marketingis menejerebisaTvis did sirTules warmoadgens saerTaSoriso marketingis iseTi strategiis SerCeva, romelic Seesabameba firmis saerTo strategias. ganasxvaveben biznesstrategiis Semdeg formebs: diferenciaciis strategia, danaxarjebis mixedviT liderobis strategia da fokusirebis strategia diferenciaciis strategia marketingis menejerisagan moiTxovs marketinguli kompleqsis elementebis SemuSavebas (produqti, fasi, stimulireba da adgili), romelic momxmareblis gonebaSi konkurenti firmebis marketinguli kompleqsis elementebisagan gansxvavebul adgils daikavebs. am gansxvavebis ZiriTadi safuZvelia momxmareblis mier aRqmuli xarisxi, niSan-Tviseba, stili, dizaini da sxva TvalsaCino maxasiaTeblebi. am niSnebis demonstrirebas warmatebulad axdenen im saqonlis marketingis menejerebi, rogoricaa saaTi ,,Rolex~, avtomobili ,,BMW~ da saweri kalami ,,Montblanc~. Tu firma efeqtianad sTavazobs momxmareblebs saqonlis faseulobebs, 322 maSin mas SeuZlia Tavis saqonelze daawesos gazrdili fasi an Tavi aaridos safaso konkurencias, romelic momdinareobs naklebad mniSvnelovani savaWro niSnebisagan. magaliTad, kompnia ,,Rolex~-Tvis, romelic warmatebulad axorcielebs diferenciaciis strategias, misTvis aucileblobas ar warmoadgens yovel jerze Seamciros fasi Tavis brilintisTvlebian saaTze (romlis Rirebulebaa 15 000 $), rodesac Timex gadawyvets gamouSvas axali 1995 $-is Rirebulebis kvarculi modeli. firmas aseve SeuZlia gamoiyenos biznesstrategia, romelic dafuZnebulia danaxarjebis mixedviT liderobaze. danaxarjebis mixedviT lideroba SeiZleba iyos miRweuli warmoebisa da gasaRebis xarjebis sistematuri SemcirebiT da SedarebiT iafi masalebis, makompleqtebeli nawilebisa da sxva saSualebebis gamoyenebiT. firma, romelic iyenebs am strategias, reklamaSi koncentrirebas axdens saqonlis dabal fassze da iyenebs ganawilebis arxebs, romelic mas saSualebas miscems SeinarCunos sabiTumo fasi dabal doneze: magaliTad, dabali fasebiT movaWre maRaziebis saSualebiT da ara moduri butikebis meSveobiT. Texas Instruments-is kalkulatorebi, Hyundaiis avtomobilebi, ,,Bic“-is saweri kalmebi _ yvela maTi saqmianoba dafuZnebulia danaxarjebis mixedviT liderobis strategiaze. firma, romelic misdevs fokusirebis strategias, ZiriTadaT koncentrirebulia bazris gansazRvrul segmentze. saerTaSoriso marketingis menejerebma unda ifiqron imaze, rom arCeulma bazrebma miiRon saTanado Setyobineba firmis produqtisa da momsaxurebis Sesaxeb. magaliTad, Sveicariuli saaTis mwarmoebeli kompania Ste. Suisse Micro electronique et d’Horlogerie SA (SMH), romelic uSvebs popularul saaTebs ,,Swatch~, koncentrirebulia araZviradRirebuli saaTebis gayidvebze, romlis miznobriv segments warmoadgens axalgazrda da modaze orien323 tirebuli momxmareblebi evropidan, CrdiloeT amerikidan da aziidan. firmis warmatebis ZiriTad faqtors warmoadgens saerTaSoriso marketinguli saqmianobis Tanxvedra firmis saerTo biznesstrategiebTan. Rolex-ma, Timex-ma da SMH-ma (yvela saaTebis mwarmoebeli kompaniaa) airCies sxvadasxva strategia, magram miaRwies warmatebas saerTaSoriso arenaze imis wyalobiT, rom maTi marketinguli saqmianoba Seesabameboda biznesstrategiebs. Timex-ma, romelmac airCia danaxarjebis mixedviT liderobis strategia, kavSiri unda daamyaros araZviradRirebul momwodeblebTan da gayidos Tavisi saaTebi fasdaklebebiT movaWre iseT maRaziebSi, rogoricaa Wal-Mart da Target-i da ara Saks Fifth Avenue an Hatred’s-is saxis modur univermaRebSi. Rolex-is mier gamoyenebuli diferenciiaciis strategia, romelic dafuZnebulia savaWro niSnis imijis SenarCunebaze, SeiZleba araefeqtiani aRmoCndes, Tu kompania ganizraxavs gayidos Tavisi saaTebi quCis movaWreebis meSveobiT, romlebic muSaoben metros sadgurebSi mTel msoflioSi da uars ityvis msoflios ulamazesi qalaqebis yvelaze prestiJul ubnebSi ganTavsebuli mcirericxovani ZviradRirebuli da mdidruli maRaziebis saSualebiT Tavisi produqtis realizaciaze. analogiurad, SMH, Swatch-is saaTebis reklamirebisas, fokusirebas ar axdens 30-50 wlis asakis maRali klasis sazogadiebis warmomadgenlebze, romlebic arian Jurnal Town and Country da Architectural Digest-is mkiTxevelebi. Tumca misi produqciis reklamireba xdeba amerikul, Cinur da frangul gamocemebSi, romlis miznobriv segments warmoadgens demografiulad msgavsi auditoria, axalgazrda da moduri mandilosnebi. sazRvargareTis ama Tu im bazarze SeRwevis Sesaxeb gadawyvetileba gamomdinareobs biznesis saerTo strategiidan da unda Seesabamebodes am strategias. magaliTad, iseTi qveynebis stabiluri ekonomikuri zrda, ro324 goricaa kosta-rika, namibia, poloneTi da TurqeTi sadac mosaxleobis Semosavali meryeobs dabalidan saSualo donemde, Timex-saTvis warmoadgens mimzidvel saqmian SesaZleblobebs da ara Rolex-saTvis. saerTaSoriso bazris aTvisebis Sesaxeb gadawyvetilebis miRebis Semdeg, firmis xelmZRvabelobam unda miiRos Semdegi marketinguli gadawyvetileba, kerZod marketingis menejerma unda gansazRvros oTxi sakiTxi: 1. rogor SeimuSavon saqoneli; 2. rogor daaweson am saqonelze fasi; 3. rogor gayidon es saqoneli; 4. rogor gaanawilon es saqoneli imisaTvis, raTa momxmareblebisaTvis iyos xelmisawvdomi. saerTaSoriso marketinguli kompleqsis aspeqtebi da gadawyvetileba bevrad msgavsia Sida bazris marketingul kompleqsis RonisZiebebisa, Tumca, arsebobs garkveuli gansxvavebebi, rac arTulebs mdgomareobas. faqtorTa speqtri, romelic unda ganixilos marketingis menejerma, bevrad farToa, xolo am faqtorebs Soris urTierTkavSiri SedarebiT gadaxlarTulia. magram sanam SeudgebodeT am sirTuleebis ganxilvas, aucilebelia koncentrireba movaxdinoT saerTaSoriso marketingis SedarebiT sxva mniSvnelovan aspeqtze: ra xarisxiT unda ganaxorcielos firmam marketinguli kompleqsis standartizacia miznobriv qveynebSi. 11.2. standartizacia an adaptacia standartizaciisa da adaptaciis Sesaxeb gadawyvetilebis miRebisas firma Cveulebriv irCevs samidan erT midgomas: 1. eTnocentristuli midgoma _ sazRvargareTis bazarze firmis mier saqonlis win waweva xorcieldeba Siga bazris msgavsad; 325 2. policentristuli midgoma _ marketinguli kompleqsis adaptireba TiToeuli arCeuli bazris Sesabamisad; 3. geocentristuli midgoma _ msoflio masStabiT momxmarebelTa moTxovnilebebis gaanalizeba Semdeg standartuli marketinguli kompleqsis SemuSaveba yvela arCeuli bazrisaTvis. eTnocentristuli midgomis gamoyeneba SedarebiT martivia. am SemTxvevaSi firma saerTaSoriso bazarze saqonlis realizebas axorcielebs igive marketinguli kompleqsis gamoyenebiT, rogorc Siga bazarze da Tavs aridebs ucxoeli momxmareblebis axali marketinguli ileTebis SemuSavebaze xarjebis gawevas. zogierTi firma aseT midgomas irCevs saerTaSoriso bazarze gasvlis sawyis etapze im varaudiT, rom Siga bazarze warmatebulad aprobirebuli marketinguli elementebi sazRvargareTis bazrebzec warmatebuli iqneba. policentristuli midgoma sawarmos SedarebiT Zviri ujdeba, vinaidan aseT SemTxvevaSi firma cdilobs marketinguli kompleqsis adaptirebas calkeuli bazrisadmi, momxmareblebis unikaluri moTxovnilebebis dakmayofilebis mizniT. Tu marketingis menejerebi warmatebulad arTmeven Tavs am amocanas, amgvari adaptaciis Sedegad firmas SeuZlia miiRos SedarebiT maRali Semosavali. am midgomis Tanaxmad firmebi darwmunebulni arian, rom myidvelebi mzad iqnebian ganaxorcielon Sesyidvebi da gadaixadon meti im saqonelze romelsac SeuZlia maqsimalurad daakmayofilos maTi moTxovnilebebi. mocemul midgomas xSirad iyeneben saerTaSoriso firmebi, romlebic Tavis Tavs miiCneven multilokalur korporaciad. geocentristuli midgoma iTvaliswinebs marketinguli kompleqsis standartizacias. am midgomis Tanaxmad, firma sxvadasxva bazars sTavazobs arsebiTad erTi da igive saqonels da momsaxurebas da iyenebs globaluri 326 masStabiT maTi realizebisaTvis erTi da igive midgomas. Coca-cola iyo erT-erTi pirveli saerTaSoriso sawarmoo, romelmac airCia geocentristuli midgoma. is yidis Tavis yvelaze popularul gamagrilebel sasmels mTels msoflioSi da iyenebs praqtikulad erTi da igive SefuTvas, saqonelsa da reklamas. marTlac, Coca-cola-as boTli yvelaze cnobadia msoflioSi. unda aRvniSnoT, rom marketinguli kompleqsis standartizacias moiTxovs rogorc eTnocentristuli aseve geocentristuli midgoma. Tumca eTnocentruli midgomisas firma marketinguli kompleqsis standartizebas axdens mSobliur qveyanaSi saqmianobis safuZvelze. eTnocentristuli midgomisagan gansxvavebiT geocentristuli midgomisaTvis aseTi midrekileba ar aris damaxasiaTebeli. es midgoma varaudobs, rom Tavdapirvelad man unda moaxdinos msoflios sxvadasxva qveynis momxmarebelTa identifikacia, xolo Semdeg aqedan gamomdinare, ganaxorcielos marketinguli kompleqsis standartizacia. saqmian leqsikaSi standartizacia Semovida 1980 wels, rodesac misi iseTi momxre, rogoricaa keniCi omae (im droisaTvis mas ekava Mckinsey & Company-is tokios ganyofilebis generaluri direqtoris Tanamdeboba) amtkicebda, rom triadis qveynebis mydvelebi ufro da ufro emsgavsebian erTmaneTs _ aqvT msgavsi Semosavali, ganaTlebis done, cxovrebis stili, rac amcirebes ZviradRirebuli marketinguli kompleqsis adaptaciis aucileblobas. garda amisa, harvardis biznes skolis profesori Teodor leviTi Tvlis, rom firmis produqtisa da marketinguli kompleqsis sxva elementebis standartizacia warmoebaSi, distribuciasa da stimulirebaSi masStabis efeqtis Zlieri SesaZleblobebis saSualebas iZleva, rac iwvevs produqtis TviTRirebulebis da saboloo angariSiT fasebis Semcirebas msoflio masStabiT 327 da saerTaSoriso konkurentebze upiratesobis mopovebas. kompromisi standartizaciasa da adaptacias Soris aSkaraa. standartizacia firmas saSualebas aZlevs gazardos warmoebis, ganawilebisa da stimulirebis efeqtianoba. Tumca, firma unda Seeguos gayidvebis raRac moculobis dakargvas im SemTxvevaSi, Tu misi saqoneli ver daakmayofilebs momxmarebelTa unikalur moTxovnilebebs calke aRebul bazarze. adaptacia saSualebas aZlevs Seqmnas am moTxovnilebebis Sesabamisi saqoneli, Tumca firmam unda Seswiros ekonomikuri efeqtianoba. praqtikaSi firmebi Tavs arideben rogorc erTi, aseve, meore ukiduresobis gamoyenebas. mravali warmatebuli firma iyenebs strategias Semdegi principiT ,,ifiqre globalurad da imoqmede lokalurad“ imisaTvis, rom uzrunvelyos masStabis efeqti marketinguli kompleqsis globalizaciis saSualebiT da amave dros daakmayofilos momxmarebelTa moTxovnebi sxvadasxva qveynis bazrebze. Coca-Cola-mac ki, romelic globaluri marketingis pioneria, daiwyo SedarebiT lokalizebuli azrovnebis waxaliseba globaluri marketinguli sistemis farglebSi. firmis mier standartizaciisa da adaptaciis gamoyeneba damokidebulia mraval faqtorze. am faqtorebs miekuTvneba saqonlis tipi, mSobliur da mimReb qveyanas Soris kulturuli gansxvavebebi, aseve mimRebi qveynis sakanonmdeblo sistema. marketinguli kompleqsis elementebTan mimarTebiT firmas SeuZlia airCios erTi midgoma, xolo sxvebTan _ meore. saerTaSoriso firmam aseve unda gaiTvaliswonos sakuTari organizaciuli struqtura. standartizacia varaudobs Zalauflebisa da marTvis centralizacias, maSin rodesac adaptacia moiTxovs saTao ofisidan gadawyvetilebis mniSvnelovani nawilis delegirebas lokalur menejerebze. aqedan gamomdinare, mTlianad centralizebul firmaSi martivia saerTaSoriso marketinguli 328 kompleqsis standartizacia, vidre decentralizebul struqturaSi. xSirad saerTaSoriso firmebi am organizaciul sakiTxebs wyveten or etapze: 1. iseTi marketinguli kompleqsis, rogoricaa saqonlis konstruqcia, savaWro niSani, SefuTva da pozicireba, zogierTi elementis standartizaciis Sesaxeb gadawyvetilebis miReba centralizebulad xdeba; 2. globaluri marketinguli programis demonstrireba xdeba lokaluri menejerebis winaSe, ris Sedegad marketinguli kompleqsis elementebis kostomizaciis danergvis mixedviT SemuSavdeba gegma. standartizaciisa da adaptaciis upiratesoba da naklovaneba cxrili 1 standartizebuli saerTaSoriso marketingi upiratesoba naklovaneba 1. marketingul RonisZiebebze xarjebis Semcirdeba 2. marketingis centralizebulad marTvis uzrunvelyofis SesaZlebloba 3. mecnierul-teqnikur da sacdel-sakonstruqtoro samuSaoebis efeqtianobis zrda 4. warmoebis masStabis efeqtis uzrunvelyofa 5. erTiani globaluri bazris formirebisadmi tendenciis gaTvaliswinebis SesaZlebloba 1. saqonlis gamoyenebis sxvadasxva pirobebi ugulebelyofa 2. ignonirebulia adgilobrivi kanonmdeblobis Taviseburebebis ugulebelyofa 3. ignorirebulia msyidvelobiTi qcevis sqemebSi gansxvavebebis ugulebelyofa 4. lokaluri marketinguli iniciativebis CaxSoba 5. individualuri bazrebis sxva gansxvavebebis ugulebelyofa 329 adaptirebadi saerTaSoriso marketingi upiratesoba 1. saqonlis gamoyenebis sxvadasxva pirobebi asaxva 2. adgilobrivi kanonmdeblobis Taviseburebebis aRiareba; 3. momxmarebelTa qcevis gansxvavebebis gaTvaliswineba 4. lokaluri marketinguli iniciativebis waxaliseba 5. individualuri bazrebis sxva Taviseburebebis gaTvaliswineba naklovaneba 1. marketingul RonisZiebebze xarjebis zrda 2. marketinguli saqmianobis centralizebulad marTvis CaxSoba 3. mecnierul-teqnikuri da sacdel-sakonstruqtoro samuSaoebis araefeqtiani gamoyeneba 4. warmoebaze masStabis efeqtis Semcireba 5. erTiani globaluri bazris Seqmnis tendenciebis ugulebelyofa 11.3. produqtis strategia saqonlis standartizacia an adaptacia? ZiriTadi gadawyvetileba, romelsac awydeba saerTaSoriso firma sasaqonlo politikis SemuSavebisas, aris is, Tu firmis produqcia ra doneze unda iyos standartizebuli (erTi yvela bazrisaTis) an ra doneze unda iyos kostomizebuli (unikaluri TiToeuli bazrisaTvis). magaliTad, Toyota-m iseve, rogorc yvela sxva saerTaSoriso firmam airCia standartizaciisa da adaptaciis kombincia. kompaniis midrekileba Seqmnas maRali xarisxis, meqanikurad saimedo avtomobili da SeinarCunos savaWro niSnis prestiJi, asaxavs standartizacias. sxva mxriv, kompaniis produqti da marketinguli kompleqsi adaptirebulia adgilobrivi bazrebis moTxovnilebebTan. iaponiaSi, avstraliaSi, samxreT afrikis qveynebsa da did britaneTSi Toyota yidis avtomobils ,,marjvena“ saWiT, xolo amerikis qveynebsa da kontinentur evropaSi - ,,marcxenaTi“. garantiis pirobebi icvleba qveynebis mixedviT, konkurentebis mier SeTavazebuli garantiebidan gamomdinare. garda amisa, erTi da igive avtomobili iyideba sxva330 dasxva saxelwodebiT. avtomobili, romelic aSS-Si iyideba rogorc ,,Lexus Sports Cuepe~ iaponiaSi misi saxelwodebaa ,,Toyota Soarer~. zogjer kompania postfaqtum igebs Tavisi produqtis adaptaciis Sesaxeb. magaliTad, 1980 wels kompania Unilever-ma aRmoaCina, rom raime aSkara mizezebis gareSe evropis bazars sTavazobs 85 saxis qaTmis wvnians da 15 nairsaxeobis ,,Cornetto“-s nayins. mas Semdeg, rac problema gamovlinda, Unilever-ma saswrafod moaxdina ,,Cornetto“ nayinis standartizeba da Seamcira qaTmis wvnianis asortimeti. am gziT man Seamcira warmoebaze gaweuli xarjebi da sasaqonlo-materialuri maragebis Rirebuleba da aseve gaamartiva ganawilebis arxebis sistema. adgilobriv moTxovnilebebis Sesabamisi produqciis adaptaciis xarisxis cvlileba damokidebulia ramdenime faqtorze. am faqtorebs Soris erT-erTi aris miznobrivi momxmareblis maxasiaTebeli. ra Tqma unda, arsebobs adaptirebuli sawarmo daniSnulebis saqoneli da standartizirebuli samomxmareblo daniSnulebis saqoneli, Tumca, sawarmoo daniSnulebis produqtebis standatizireba ufro xSirad xdeba, samomxmareblo daniSnulebis produqtebTan SedarebiT. magaliTad ,,Caterpillar~is buldozerebi mTels msoflioSi iyideba umniSvnelo modifikaciiT, romelic pasuxobs adgilobriv teqnikur da sakanonmdeblo moTxovnebs. standartizacias aseve eqvemdebareba nedleuli da masalebi. magaliTis saxiT SeiZleba moviyvanoT sasoflo-sameurneo produqti, navTobi, mikrosqemebi, qimikatebi. samarTlebrivi regulireba mimRebi qveynis kanonebi da normebi aseve gavlenas axdens saerTaSoriso firmebis mier gamoyenebul sasaqonlo politikaze. magaliTad, zogierT qveyanaSi arsebobs mkafio wesi informaciasTan mimarTebiT, romelic unda iyos samomxmareblo saqonlis SefuTvaze aRniSnuli da aseve, kanonebi produqtis usafrTxoebis Sesaxeb. sama331 mulo da ucxouri firmebi valdebulni arian daicvan es wesebi. amasTan dakavSirebiT, saerTaSoriso firmebs uwevT Seitanon cvlilebebi SefuTvasa da Tavad saqonlis konstruqciaSi. magaliTad, kompania Grupo Modelo SAma, romelic awarmoebs luds ,,Corona~-s da realizacias axorcielebs germaniaSi, avstriasa da SveicariaSi mouwia Semcvelobis Semcireba ludSi, vinaidan amas moiTxovs adgilobrivi jandacvis normebi. regulirebas, aseve, SeiZleba daeqvemdebaros samomxmareblo saqonlis konstruqcia, rac amartivebs maT Sesyidvasa da Secvlas. magaliTad, saudis arabeTSi sayofacxovrebo eletronikis eleqtrogadamcemi xazebi 2 metris sigrZis unda iyos. kompania GE aRmoCnda uxerxul mdgoamareobaSi, rodesac misi teqnikis nawili ukan gamoabrunes imitom, rom gadamcemi xazebis sigrZe iyo ara 2 metri aramed 2 iardi (1 iardi =91,44 sm). firmis produqtis adaptireba aseve aiZulebs teqnikuri standartebis cvlilebas, romelic moqmedebs sxvadasxva qveyanaSi iseT saqoenlze, rogoricaa eleqtromowyobilobebi, translaciuri da telesakomunikacio mowyobilobebi. magaliTad sayofacxovrebo xelsawyoebi da eleqtroCamrTvelebi, romelic iyideba evropaSi, aucilebelia misi modificireba konkretuli qveynis pirobebidan gamomdinare, vinaidan iq arsebobs eleqtroqselSi CarTvis sxvadasxva standarti. kulturis zemoqmedeba saerTaSoriso firmebs xSirad uwevT TavianTi produqtis adaptireba adgilobrivi bazris kulturul TaviseburebTan. aseTi tipis adaptaciaa informaciis Targmna, romelic moTvsebulia saqonlis SefuTvaze, mimRebi qveynis oficialur enaze. Tumca zogierT SemTxvevaSi, SeiZleba gamoyenebul iqnes ucxouri ena, rogorc xarisxis an modis simbolo. magaliTad, komunisturi reJimis dacemis Semdeg, kompania Procter & Gamble-ma sarecxi fxvnilis SesafuT nawils, romlis realizaciasac axorcielebda CexeTSi, daumata warwera germanul enaze. baz332 ris kvlevam gviCvena, rom Cexebi saqonels, romlis SefuTvaze aris inglisur an germanul enaze warwera, ganixilaven rogorc SedarebiT xarisxians, vidre saqonels, romlis SefuTvaze aris Cexur enaze warwera. xSirad modifikacias eqvemdebareba kvebis produqtebis ingredientebi imisaTvis, raTa Seusabamon adgilobriv gemovnebebs. kompania Gerber sabavSo sakvebis adaptirebas axdens adgilobrivi kulturis moTxovnilebebis gaTvaliswinebiT. kompaniam aRmoaCina, rom poloneTSi dedebi uars amboben uyidon Svilebs bananis fafa, radganac am qveyanaSi banani iTvleba fufunebis simbolod. amis nacvlad isini upiratesobas aniWeben Gerber-is produqtebs, romelic damzadebulia xilisa da kurdRlis xorcisagan. kultura aseve sxvanair gavlenas axdens sasaqonlo politikaze. magaliTad sazRvargareTis manqanaTmSeneblobis kompaniebi mixvdnen, rom iaponeli momxmareblebi momTxovnni arian xarisxis mimarT. mravali iaponeli momxmareblebisaTvis avtomobili aris statusis simbolo, vidre gadaadgilebis saSualeba: iaponiaSi avtomobilis saSualo gavla Seadgens 5000 mils weliwadSi _ es daaxloebiT samjer naklebia, vidre aSS-Si. amitomac avtomobilis garegnoba xSirad ufro mniSvnelovania mis saval maxasiaTeblebTan SedarebiT. iaponelma SeiZleba uari Tqvas im avtomobilis SeZenaze, romelsac kapotis qveS saRebavi wasmulia araTanabrad an sawvavis avzis sacobi Tavisuflad ar eWireba (trialebs). mravali germaneli momxmarebeli zrunavs garemos dacvaze. Sedegad firmebs xSirad uwevT germaniaSi gasayidi saqonelis konstruqciaSi Seitanon cvlilebebi, romelic uzrunvelyofs misi gadamuSavebisa da utilizaciis simartives. zogierT qveynis kultura aiZulebs firmebs gansazRvruli cvlilebebi Seitanon sazRvargareTul produqtSi. magaliTad, miuxedavad amerikuli filmebis popularobisa aziis bazarze, kompania HBO-s xSirad uwevs filmebis redaqtireba, vidre maT uCveneben konservatul aziur 333 qveynebSi. malaiziaSi HBO-m ver SeZlo eCvenebina ,,Sindleris sia“ da ,,amistaddi“ vinaidan orive filmi Seicas siSiSvlis epizodebs, xolo misi reJisori stiven spilbergi nebas ar rTavs romelime scenis amoWras misi filmebidan. ekonomikuri faqtorebi saqonlis sasurvel xarisxze aseve SeiZleba gavlena iqonios qveynis ekonomikuri ganviTarebis donem. mdidari qveynebis momxmareblebi upiratesobas aniWeben funqciurad datvirTul saqonels, xolo fasis mimarT mgrZnobiare SedarebiT Raribi qveynebis momxmareblebi irCeven igive saqonlis e.w. ,,cariel“ versiebs. magaliTad, aseT qveynebSi kbilis pasta da Sampuni xSirad iyideba erTjeradi moxmarebisTvis gankuTvnil SefuTvaSi, rac am produqtebs xdis SedarebiT xelmisawvdoms adgilobrivi momxmareblebisaTvis. adaptaciis Sesaxeb gadawyvetilebaze aseve gvalenas axdens qveynis infrastruqturis xarisxi. qveynebSi sadac cudi gzebia, avtomwarmoeblebi xSirad axdenen avtomobilebis modifikacias gaZlierebuli CamosakidiT. garda amisa, saqonlis konstruqciaze SeiZleba gavlena moaxdinos saremonto mosmaxurebis arsebobam da misma Rirebulebam. avtomobilebi, romelic iyodeba Rarib qveynebSi, xSirad mzaddeba martivi teqnologiiT, rac araspecializebul saamqroebSi misi SekeTebis saSualebas iZleva. brendi saqonlis safirmos saxelwodeba (brendi) erT-erTia im elementebs Soris, romelic SedarebiT xSirad eqvemdebareba standartizacias. am SemTxvevaSi firmas SeuZlia Seamciros danaxarjebi SefuTvaze, dizansa da reklamaze. mas SuZlia gamoiyenos erTi bazridan meoreze sareklamo Setyobinebis gadatanis efeqti. magaliTad Avon-is gasvla tailandis bazarze aRmoCnda ioli imis gamo, rom milionobiT tailandel momxmarebels ukve nanaxi hqonda am kosmetikis reklama honkongis televiziis saSualebiT. kompaniam Mars Inc aseve gadawyvita esargebla standartizaciis midgomiT da uari Tqva iseT popularul, magram lokalur 334 brendebze, rogoricaa Marathon-i did britaneTSi da Raider kontinentur evropaSi SedarebiT cnobili Snickerssa da Twix-is gamo. zogjer sakanonmdeblo da kulturuli faqtorebi aiZulebs firmas Secvalos savaWro niSani, romlis qveS saqonels da momsaxurebas yidian. magaliTad, espaneTSi Grupo Modelo SA Tavisi ludis Corona-as realizebas axorcielebda savaWro niSniT Coronita. vinaidan savaWro niSani Corona ukve iyo daregistrirebuli erT-erTi adgilobrivi mewarmis mier. CrdiloeT amerikaSi wonis dagdebis mizniT Coca-Cola Tavis dabalkaloriul kolas uwodebs Diet Coke, xolo sxva bazrebze _ Coca-Cola Light. 11.4. faswarmoqmnis politika saerTaSoriso biznesSi saerTaSoriso marketinguli kompleqsis meore P aris faswarmoqmna (pricing). efeqtiani safaso politikis formireba aris nebismieri firmis warmatebis kritikuli faqtori. safaso politika pirdapir gavlenas axdens firmis mier miRebuli mogebis moculobaze. is aris mZlavri strategiuli iaraRi, romelic firmis konkurentuli garemos formirebas axdens. magaliTad, kompania Toys ,,R~ Us-ma warmatebas miaRwia germaniaSi, iaponiaSi, aSS-sa da sxva qveynebSi araZviradRirebuli saTamaSoebis gayidviT ekonomiuri maRaziebis saSualebiT, romelic sawyobebs mogagonebs. dabali fasebiT is aiZulebs konkurentebs Seamciron xarjebi, daxvewon ganawilebis sistema, Seamciron mogebis norma. faqtobriv agresiuli safaso politikis wyalobiT konkurentebi iZulebulni arian ibrZolon aziuri, evropuli da CrdiloeT amerikuli momxmareblebisaTvis mis mier nakarnaxevi pirobebiT. safaso politikis SemuSaveba uwevT, rogorc Siga aseve saerTaSoriso firmebs, Tumca ukanasknelTaTvis es 335 amocana rTulia. daviwyoT iqidan, rom xarjebi erTi da igive saqmianobis ganxorcielebisaTvis Zlier gansxvavdeba qveynebis mixedviT. satransporto momsaxurebis da tarifebSi gansxvavebebis gamo qveyanaSi saqonlis fasi miwodebis momentSi gansxvavebulia. saboloo fasze, romelsac ixdis myidveli, gavlenas, aseve, axdens gansxvavebuli ganawilebis meTodebi. magaliTad, aSS-Si distributorebs Soris intensiuri konkurenciis gamo sabiTumo da sacalo fass Soris didi gansxvaveba ar arsebobs. iaponiaSi piriqiT, araefeqtiani mravaldoniani gamanawilebeli sistema iwvevs saqonelze fasebis zrdas. damatebiT safaso problemas SeiZleba warmoadgendes savaluto kursebis ryeva. rodesac eqsportioris erovnuli valuta Zvirdeba, firmas uwevs arCevanis gakeTeba Tavis produqtze erovnul valutaSi (rac xdis mis saqonels ZviradRierebuls sazRvargareT) fasebis SenarCunebasa da mimRebi qveynis valutaSi fasebis SenarCunebas Soris (rac amcirebs momgebianobis moculobas), vinaidan TiToeul gayidul saqonelze eqsportiori iRebs nakleb fuls sakuTar valutaSi. saerTaSoriso firmebma yvela es faqtori unda gaiTvaliswinon safaso politikis SemuSavebisas, TiToeuli qveynis bazrisaTvis. gadasawyvetia erTnairi fasi unda SesTavazon yvela bazars, Tu moaxdinon fasebis adaptireba calkeuli maTganis moTxovnilebebTan. fasebis Sesaxeb gadawyvetilebis miRebisas, firmebs unda axsovdeT, rom konkurenciis done, ganawilebis arxebi, Semosavlis done, samarTlebrivi regulireba da valutis stabiluroba SeiZleba Seicvalos qveynebis mixedviT. safaso politika saerTaSoriso firmebi Cveulebriv samidan erT safaso politikas mimarTaven: 1. standartuli fasebis politika; 2. ordoniani safaso politika; 3. sabazro faswarmoqmna. 336 saerTaSoriso firma, romelic misdevs geocentristul midgomas saerTaSoriso marketingSi, standartuli fasebis politikas atarebs, rodesac saqonelsa da momsaxurebaze adgens erTi da igive fass, imis miuxedavad Tu sad iyideba igi. aseT midgomas xSirad irCeven firmebi, romlebic vaWroben advilad transportirebadi saqonliT. magaliTad, Tu firma, roemelic uSvebs DRAM-is tipis mikrosqemebs, sxvadasxva myidvelisTvis daawesebs Zalze gansxvavebul fasebs, maSin zogierTi misi damkveTi, romelic imyofeba xelsayrel mdgomareobaSi, mihyidis maT, vinc naklebad xelsayrel mdgomareobaSia, imis gaTvaliswinebiT, rom mikrosqemis mcire zoma da maRali Rirebuleba did siZneles ar warmoadgens. am safaso politikas xSirad misdeven firmebi, omlebic nedleulis realizebas axorcieleben konkretul bazarze. nedli navTobis iseTi mwarmoebeli, rogoricaa Kuwait Oil da Pemex, yvela myidvels sTavazobs produqts im fasad, romelic ganisazRvreba am nedleulis msoflio bazarze moTxovnamiwodebiT. sxva nedleuli, warmoebuli da realizebuli msoflio masStabiT, rogoricaa qvanaxSiri da sasoflosameurneo produqti, aseve iyideba konkurentuli fasebiT xarisxisa da satransporto xarjebis gaTvaliswinebiT, Tumca, praqtikulad, qveyana myidvelis moTxovnilebis ignonirebiT. saerTaSoriso firma, romelic misdevs eTnocentristul midgomas iyenebs ordonian safaso politikas _ Siga bazarze awesebs erT fass, xolo saerTaSoriso bazarze _ sxvas. am SemTxvevaSi Sida bazarze realizaciidan miRebul amonagebs miekuTvneba iseTi danaxarji, rogoricaa kvlevasa da ganviTarebaze gaweuli danaxarjebi, administraciuli zednadebi danaxarjebi, kapitalis amortizacia da a.S. Semdeg, am danaxarjebis Tavidan acilebis mizniT, firma adgens erTian fass sazRvargareTuli bazrebisaTvis. faqtobrivad, erTaderTi danaxarji, romelic unda iyos dafaruli sazRvargareTuli gayid337 vebis saSualebiT, damatebiTi danaxarjebia, romelic dakavSirebulia sazRvargareT saqonlis realizaciasTan, kerZod, danaxarjebi gaweuli erTeuli produqtis warmoebaze, satransporto danaxarjebi, tarifebi da sazRvargareTis qveynebSi distribuciasTan dakavSirebiT xarjebi. ordonian faswarmoqmnas xSirad mimarTaven firmebi internacionalizaciis sawyis etapze. moklevadian periodSi ucxoeli myidvelisaTvis iseTi fasis daweseba, romelic dafaravs zRvrul danaxarjebs, SeiZleba iyos am firmebisaTvis Sesaferis midgoma. Tumca, ordoniani safaso politikiT gamoxatuli eTnocentrizmi gviCvenebs, rom grZelvadian periodSi es ver iqneba Sesaferisi safaso strategia. firma, romelic sazRvargareTel momxmarebels ganixilvas, rogorc zRvrul damatebiT nawils da ara Tavisi biznesis ganuyofel nawils, saeWvoa, gamoimuSavos Cvevebi, gamocdileba da Sexeduleba, romelic aucilebelia msoflio bazrebze warmatebuli konkurenciisaTvis. firma, romelic mimarTavs ordonian safaso politikas, aseve, riskavs daadanaSaulon dempingSi. msoflio vaWrobaSi monawile mraval qveyanaSi moqmedebs sakanonmdeblo SezRudvebi, romelic icavs adgilobriv firmebs ucxoeli konkurentebis mxridan dempigisgan. sabazro faswarmoqmna saerTaSoriso firma, romelic mihyveba policentristul midgomas, xelmZRvanelobs sabazro safaso politikiT. sabazro faswarmoqmna yvelaze rTulia samive safaso politikas Soris, magram amave dros yvelaze gavrcelebulia. firmam, romelmac airCia sabazro safaso politika, fasebis diferencirebas axdens calkeuli konkretuli bazrisaTvis, calkeul bazarze mogebis maqsimizaciis mizniT. 338 naxazi 1 maqsimaluri mogebis uzrunvelmyofi fasis gansazRvra gavixsenoT mikroekonomikis kursidan, rom warmoebuli produqtis mogebis maqsimizirebadi moculoba (saqonlis raodenoba, romelic firmam unda gamouSvas, raTa miiRos maqsimaluri mogeba) ganisazRvreba zRvruli Semosavlebisa da zRvruli danaxarjebis gadakveTis wertiliT. fasi, romelic uzrunvelyofs mogebis maqsimizacias, ganisazRvreba moTxovnis mrudze im wertiliT, romelic Seesabameba mogebis maqsimizirebad gamoSvebuli produqtis moculobas. nax.-ze 1 zRvruli Semosavlebi da zRvruli danaxarjebi kveTen erTamaneTs Q wertilSi _ swored es aris gamoSvebis saZebni moculoba. Tu am raodenobidan gavatarebT xazs moTxovnis mrudze (D), xolo Semdgom Y RerZze, vipoviT Sesabamis mniSvnelobas, Cven miviRebT fass, romelsac SeuZlia uzrunvelyos mogebis maqsimizacia. swored aseT fass iTvaliswinebs da adgens firma mis mier arCeul calkeul bazarze sabazro safaso politikis SemuSavebisas. 16.3 (b) suraTze mocemulia situacia, rodesac firmas aqvs orive bazarze erTnairi moTxovnis mrudi (D) da zRvruli Semosavlebi (MR), 339 magram sxvadasxva zRvruli danaxarji (MC1 da MC2). A qveyanaSi zRvruli danaxarjebi (MC1) ufro maRalia, vidre B qveyanaSi (MC2). Sesabamisad, A qveyanaSi mogebis maqsimizirebadi fasi P1 maRalia vidre B qveyanaSi P2. sabazro faswarmoqmnis gamoyenebisas gaTvaliswinebuli unda iyos ori piroba: 1. qveynaSi, sadac firma axdens Tavisi produqtis relizebas, unda gansxvavdebodes moTxovnis pirobebi an danaxarjebis done. es piroba rogorc wesi sruldeba, vinaidan sxvadasxva qveyana erTmaneTisagan gansxvavdeba gadasaxadebiT, tarifebiT, cxovrebis doniT, konkurenciis doniT, infrastruqturis ganviTarebiTa da sxva mravali faqtoriT; 2. firmas unda hqondes SesaZlebloba, winaaRmdegoba gauwios arbitraJs. sabazro safaso politikas aranairi Sedegi ar mohyveba, Tu myidvelebi SeiZenen firmis saqonels erT qveyanaSi iafad da gayidian im qveyanaSi, sadac maRalia fasebi da miiReben aqedan mogebas. Tu qveynebs Soris fasebis ryeva didi ar aris, importuli tarifebi, satransporto danaxarjebi da sxva saoperacio danaxarjebi arbitraJs aramomgebians xdian. Tu fasebi mniSvnelovnad gansxvavdeba, arbitraJi SeiZleba gaxdes sabazro faswarmoqmnis seriozuli dabrkoleba. ori zemoT dasaxelebuli pirobis gaTvaliswinebiT policentruli midgomis upiratesoba aSkaraa. firmas SeuZlia daawesos maRali fasi iq, sadac itans amas bazari an Seamciros fasi konkurentunarinobis SesanarCuneblad. aseTi midgoma saSualebas iZleva calkeul sazRvargareTul bazarze adgilobrivi danaxarjebi Seuxamos adgilobriv Semosavals da ubiZgos korporaciul strategebs da specialistebs dagegmon firmis resursebis efeqtiani ganawileba bazrebs Soris. aseTi moqnili politi340 kis ganxorcieleba arc ise iolia. imisaTvis, raTa miviRoT mogeba sabazro faswarmoqmnidan, lokalurma menejerebma yuradRebiT unda adevnon Tvalyuri TavianT bazrebze gayidvebis moculobasa da konkurentul situacias, raTa SesaZlebeli iyos Sesabamisi da drouli koreqtivebis Setana. garda amisa, organizaciis saTavo ofisi mzad unda iyos, lokaluri menejerebis uflebamosilebis delegireba moaxdinos, rom hqondeT fasebis koreqtirebis SesaZlebloba TavianT bazrebze. 11.5. stimulireba stimulireba (promotion) saerTaSoriso marketingis kompleqsis mesame elementia. stimulireba warmoadgens ramdenime meTodis erTobliobas, rac gulisxmobs kompaniis mier stimulirebis elementebis guldasmiT koordinirebas, romlis saboloo mizania gaavrcelos gasagebi, Tanmimdevruli da gamorCeuli Setyobineba organizaciasa da mis produqtze. stimulireba xSirad mimarTulia momxmareblebze, Tumca warmatebuli firmebi acnobiereben, rom momxmareblebTan xelsayreli urTierTobis uzrunvelsayofad komunikacia aseve unda ganxorcieldes distributorebTan da farTo sazogadoebasTan. vinaidan stimulireba warmoadgens komunikacias mimRebi qveynis auditoriasTan, marketinguli kompleqsis es elementi aris metad uzrunvelyofili kulturuli faqtorebiT. firmam gansakuTrebuli yuradReba unda miaqcios imas, rom Setyobineba romelsac iRebs auditoria mimReb qveyanaSi, sinamdvileSi aRmoCndes iseTi Setyobineba, romlis gadacema ganizraxa. amasTan kavSirSi saerTaSoriso marketingis menejerma aucileblad efeqtianad unda Seuxamos da moqmedebaSi moiyvanos stimulirebis kompleqsis yvela _ 4 elementi: reklama, personaluri gayidvebi, gasaRebis 341 stimulireba da sazogadoebasTan urTierToba. am oTxi elementis daxmarebiT momxmarebels uRviZeben motivacias SeiZinos firmis produqti. reklama mravali saerTaSoriso firmisTvis, gansakuTrebiT samomxmareblo daniSnulebis saqonliTa da momsaxurebiT movaWre firmebisTvis, reklama aris win wawevisa da stimulirebis yvelaze mniSvnelovani elementi. sareklamo strategiis SemuSavebisas firmam unda gaiTvaliswinos sami faqtori: 1. Setyobineba, romlis dayvana mas surs momxmareblamde; 2. informaciis saSualeba, romlis daxmarebiT SesaZlebelia Setyobinebis miwodeba momxmareblisaTvis; 3. sareklamo Zalisxmevis globalizaciis sasurveli xarisxi. amave dros, firmam aseve unda gaiTvaliswinos Sesabamisi kulturuli, lingvisturi da sakanonmdeblo SezRudvebi, romlebic arsebobs sxvadasxva qveynis bazrebze. Setyobineba _ sareklamo idea _ es aris faqtebi an STabeWdilebebi, romlis miwodeba surT potenciur momxmareblamde reklamis Semqmnelebs. avtomwarmoeblebs SeuZliaT momxmarebels miawodon informacia faseulobis (dabali fasebi), saimedoobis (xarisxi) da stilis (imiji da prestiJi) Sesaxeb. Setyobinebis arCeva mniSvnelovan wilad asaxavs imas, Tu rogor xedavs firma Tavis saqonelsa da momsaxurebas da rogor surs mas, rom dainaxos momxmarebelma. Coca-Cola Tvlis, rom misi produqti exmareba momxmareblebs ,,datkbnen cxovrebiT“ ris Sesaxeb ityobineba misi sareklamo rgolebi mTels msoflioSi. saqoneli, romelic gamoiyeneba sxvadasxva sferoSi sxvadasxva miznebisaTvis, unda moxdes misi sxvadasxva gziT stimulireba. magaliTad, aSS-Si motocikli ganixileba rogorc dasvenebis saSualeba, maSin, rodesac mra342 val qveyanaSi is aris pirvel rigSi gadaadgilebis saSuleba. amasTan kavSirSi amerikul reklamebSi Honda da Kavasaki yuradRebas amaxvilebs ,,mogzaurobisagan siamovnebis miRebaze“, xolo naklebad ganviTarebad qveynebSi motociklis saimedoobasa da funqcionirebaze, rogorc iafi satrnsporto saSualeba. informaciis saSualeba _ es aris komunikaciuri arxi, gamoyenebuli reklamis Semqmnelebis mier Setyobinebis gadacemisaTvis. calkeuli konkretuli bazrisaTvis saerTaSoriso marketingis menejerebi irCeven am saSualebebs iseTi faqtorebis gaTvaliswinebiT, rogoricaa: xelmisawvdomoba, samarTlebrivi SezRudvebi, cxovrebis done, ganaTlebis done, kulturuli msgavseba da sxva faqtorebi. orenovan da mravalenovan qveynebSi, rogoricaa belgia da Sveicaria saerTaSoriso menejerebi irCeven informaciis saSualebebs ise, rom moicvan qveyanaSi arsebuli calkeuli kulturuli jgufi. SveicariaSi kompania nestle frangulenovan auditorias informacias gadascems sagazeTo reklamis saSualebiT romelic gamoicema frangul enaze, xolo germanulenovan auditorias _ germanul enaze. firmis mier gamoyenebuli informaciis saSualebebze gavlenas axdens qveynis ekonomikuri ganviTareba. mraval ganviTarebul qveyanaSi televizori mosaxleobis udides nawils ar aqvs, xolo ganaTlebis done ar aris maRali. es amcirebs televiziis, gazeTis da Jurnalebis, rogorc sareklamo saSualebebis sargeblianobas, Tumca zrdis radios mniSvnelobas. zogierTma firmam potenciur momxmareblebTan komunikaciis TvalsazrisiT moZebna inovaciuri gadawyvetileba. magaliTad, Colgate-Palmolivema miznad daisaxa gazardos gayidvebis moculoba indoeTis soflebSi. samwuxarod idoeTSi soflad televizori aqvs mxolod yovel mesame ojaxs da soflis mosaxleobis naxevarze meti gaunaTlebelia. raTa moicvas es momxmareblebi, kompaniis marketologebma gamoigones ,,video 343 veni“ _ satvirTo avtomobili, romelic mogzaurobda qveynis qalaqgareT raionebSi. savaWro warmomadgenlebi Tavdapirvelad uCvenebdnen adgilobriv macxovreblebs naxevarsaaTian videorgolebs_telemaRaziebs, romelSic xotbas asxamdnen kompaniis produqts, Semdeg ki arigebdnen ufasod Colgate-is kbilis pastebsa da jagrisebs. gamoyenebuli meTodi aRmoCnda imdenad efeqtiani, rom ukanaskneli 10 wlis ganmavlobaSi indoeTis soflebSi kbilis pastis moxmareba gaizarda orjer. samarTlebrivi SezRudvebi firmas iZulebuls xdis gamoiyenos gansazRvruli informaciis saSualebebi. mraval qveyanaSi arsebobs SezRudvebi satelevizio arxebis raodenobaze, aseve saeTero drois moculobaze, romelic iyideba reklamis Semqmnelebis mier. xSirad akrZalvas eqvemdebareba saqonlis reklamireba, romelic potenciur safrTxes uqmnis sazogadoebas. globaluri da lokaluri reklama. firmam unda miiRos gadawyvetileba erTi da igive reklamis gamoyenebis an calkeuli konkretuli bazrisaTvis misi adaptaciis Sesaxeb. zogierTi saqoneli, rogoricaa Coca-Cola-as gamagrilebeli sasmelebi, Bic - kalmebi, Levi’s-is jinsebi da McDonald’s-is hamburgrebi, aqvT praqtikulad universaluri mimzidveloba. maTi mwarmoeblebi xSirad TavianTi kompaniebs reklamas uweven globaluri masStabiT da axorcieleben erTida igive sareklamo kampanias yvela bazarze. magaliTad, 1990 wels Coca-Cola-am sareklamo rgolebis seria sloganiT ,,mudam Coca-Cola~ aCvenes mTels msoflioSi. zogjer saerTaSoriso kompaniebs SeqvT mciredi cvlilebebi, romelic pasuxobs adgilobrivi bazrebis moTxovnilebebs. korporacia Unilever-ma gamoiyena es midgoma saponis _ Dove-is reklamirebisas. es satelevizio rgolebi identuri iyo yvela bazarze, Tumca msaxiobebi gansxvavebuli iyo. erTi da igive dekoraciebSi Tanmimdevrulad gadaiRes amerikeli, italieli, germaneli, 344 frangi da avstralieli modelebi da TiToeuli maTgani sakuTar mSobliur enaze ambobda: Dove-is meoTxedi Seicavs damarbilebel krems. Nestle Tavisi Sokoladis Kit Kat stimulirebas evropaSi axorcielebda erTi da igive sloganiT ,,SeisveneT da miirTviT Kit Kat~. magram foni romelSic iRebdnen reklamas, iyo gansxvavebuli, imisaTvis raTa Setyobinebas didi raodenobiT momxmarebeli moezida sxvadasxva qveynidan. sxva firmebi irCeven regionalizaciis strategias. IBM-ma daiwyo personaluri kompiuterebis reklamireba evropaSi saerToevropuli sareklamo kompaniis SeqmniT. imis magivrad, rom TiToeuli qveynisaTvis Seeqmna calkeuli sareklamo Setyobineba, IBM-ma gamoiyena satelevizio da beWdur reklamaSi erTi da igive teqsti da gamosaxuleba, cvlida mxolod enas. firmam gamoTvala, rom aseTi midgoma saSualebas aZlevda mas kreatiuli da sawarmoo xarjebis 22 mln-dan 30 mln-mde ekonomia gaewia; (mTliani sareklamo biujeti Seadgenda 150 mln. dolars), Tumca IBM-saTvis mniSvnelovani iyo ara ekonomia, aramed saerTo imijis Seqmna. kompniam miznad daisaxa miitanos yvela evropel klientamde, romel qveyanaSic ar unda imyofebodnen isini, saqonlis Sesaxeb erTi da igive Setyobineba. standartizirebuli an specializebuli sareklamo kompaniis arCeva damokidebulia Setyobinebaze, romlis gadacema surs firmas. standartizirebuli reklama Cveulebriv Seicavs SedarebiT nakleb konkretul informacias, vidre specializebuli. iseTi saqonlis reklama, rogoricaa tkbileuloba da gamagrilebeli sasmelebi uSvebs standartizacias im mizeziT, rom masSi keTdeba aqcenti misi moxmarebis Tbil, emociur aspeqtebze, maSin roca sakredito baraTebis, avtomobilebis da aviakompaniebis da a.S. reklama Cveulebriv adaptirebulia adgilobrivi momxmareblebis moTxovnilebebTan. 345 personaluri gayidvebi stimulirebis meore elementi _ personaluri gayidvebi an saqonlis da momsaxurebis realizacia personaluri kontaqtebis safuZvelze. personaluri gayidvebis SedarebiT gavrcelebuli midgomaa savaWro warmomadgenlebis gamoyeneba, romlebic potenciur myidvelTan amyareben kavSirsa da cdiloben gayidon firmis produqti da momsaxureba. gamyidvelsa da potenciur myidvels Soris mWidro kontaqtebis mizniT firmebi xSirad iwveven warmomadgenlebis saxiT adgilobriv macxovreblebs. saerTaSoriso komerciuli saqmianobis sawyis etapze, firma Cveulebriv personaluri gayidvebis sistemis formirebas sTavazobs adgilobriv gasaRebis organizaciebs, romlebic dakavebulni arian sxvadasxva firmebis saqonlis realizaciiT. axal bazarze firmis zrdisa da msyidvelobiTi auditoriis gafarToebasTan erTad, mas SeuZlia Semnas savaWro personalis sakuTari kadri. magaliTad, Colgate-Palmolive-ma didi warmatebiT gamoiyena personaluri gayidvebis meTodi, rodesac daipyro bazris wili centralur evropaSi. rkinis fardis dacemis Semdeg firmam gaxsna Tavisi ofisi varSavaSi, sadac gadaamzada profesiuli kadrebi. am adamianebis wyalobiT Colgate-Palmolive-i gaxda samomxmareblo saqonlis poloneTis bazris lideri. samrewevelo da samomxmareblo saqonlisaTvis personaluri gayidvebis, rogorc stimulirebis kompleqsis mniSvneloba gansxvavebulia. sawarmoo daniSnulebis saqonlis myidvelebs (rTuli manqanebi, eleqtro mowyobiloba da specialuri programuli uzrunvelyofa) xSirad moeTxovebaT teqnikuri informacia misi maxasiaTeblebis, eqspluataciis wesebis, teqnikuri momsaxurebis da gayidvebis Semdgomi mxardaWeris Sesaxeb. kargad gadamzadebul savaWro warmomadgenlebs SedarebiT ukeTesad SeuZliaT miawodon informacia myidvelebs, vidre beWdur an media saSualebebs. samomxmareblo daniSnulebis sa346 qonlisaTvis personaluri gayidvebi Cveulebriv sabiTumo da sacalo movaWreebze produqtis realizaciiT Semoifargleba. samomxmareblo saqonlis reklamirebas beWdur mediaSi, televiziasa da radioSi miiCneven SedarebiT efeqtur komunikaciur saSualebad, vidre personalur gayidvebs. garda amisa, es meTodi mainc gamoiyeneba zogierTi saqonlis win wawevisaTvis. kompaniebma Avonma da Amway-im warmatebiT gamoiyenes aziur da evropul bazrebze personaluri gayidvebis sakuTari modelebi, SemuSavebuli aSS-Si. American Inetrnational Group - ma 4 wlis ganmavlobaSi TandaTanobiT Tavi mouyara 5000 adamianisagan Semdgar kadrs da dRes sicocxlis dazRvevis bazris 90%-s ikavebs am qalaqSi. personaluri gayidvebi saerTaSoriso firmas ramodenime upiratesobas aniWebs: 9 adgilobrivi savaWro warmomadgenlebis daqiravebiT firmebi SeiZleba sruliad iyvnen darwmunebulni imaSi, rom es adamianebi erkvevian qveynis kulturaSi, normebsa da adaT-wesebSi. magaliTad mkvidri indoelebi, romlebic gamodian am qveyanaSi savaWro agentis saxiT, kargad arian gaTvicnobierebulni adgilobriv pirobebSi, vidre, vTqvaT, espaneTidan gamogzavnili savaWro agenti; 9 personaluri gayidva ganapirobebs mWidro, personalur kavSirs myidvelTan; 9 personaluri gayidva firmas umartivebs mniSvnelovani sabazro informaciis Segrovebas. kargad gacnobierebuli adgilobrivi savaWro warmomadgeneli informaciis saukeTeso wyaroa, romlis daxmarebiT SesaZlebelia SevimuSavoT adgilobrivi bazrisTvis axali saqoneli an srulvyoT arsebuli. 347 gayidvebis stimulireba reklama da personaluri gayidva, xSirad, mWidrod TanamSromlobs stimulirebis sxva saSualebasTan, kerZod, gayidvebis stimulirebasTan. gayidvis stimulireba moicavs moklevadian wamaxalisebel RonisZiebebs, raTa gvibiZgos produqtisa Tu momsaxurebis yidvisken. maSin, rodesac reklama da personaluri gayidvebi gvTavazobs mizezs produqtisa Tu momsaxurebis yidvisaTvis, gayidvis stimulireba gvTavazobs mizezs, raTa viyidoT pirdapir axla. gayidvis stimulirebis saSualebebs, organizaciaTa umravlesoba mimarTavs, romelTa Soris arian mwarmoeblebi, distributorebi, sacalo movaWreebi, savaWro asociaciebi da arakomerciuli organizaciebi. gayidvis stimulireba SeiZleba mimarTuli iyos saboloo myidvelebisadmi (momxmarebelTa stimulireba), sacalo da biTumad movaWreebisadmi (vaWrobis stimulireba), biznesmyidvelebisadmi (biznesis stimulireba) da gayidvebis personalisadmi (gayidvebis personalis stimulireba). dRes, SefuTuli samomxmareblo saqonlis mwarmoel kompaniebSi, gayidvis stimulireba, saSualod, mTeli marketinguli danaxarjebis 76%-s moicavs. gayidvis stimulirebis RonisZiebebis swraf zrdas, gansakuTrebiT samomxmareblo bazarze, ramdenime faqtorma Seuwyo xeli. pirveli — kompaniis SigniT produqtis menejerebi ganicdian did zewolas, raTa gazardon mimdinare gayidvebis maCveneblebi. menejerebi ki stimulirebas ganixilaven, rogorc gayidvebis efeqtian iaraRs. meore — kompaniebi sul ufro didi konkurenciis winaSe dgebian. amas Tan erTvis is faqti, rom konkurenti brendebi naklebad gansxvavdebian erTmaneTisagan. amdenad, kompaniebi iyeneben gayidvis stimulirebas, raTa moaxdinon TavianTi SeTavazebebis diferencireba. mesame — reklamis efeqturoba Semcirda mzardi xarjebis, mediaqaosisa da sakanonmdeblo SezRudvebis gamo. dabolos, momxmareblebi sul ufro metad gaxdnen 348 savaWro garigebebze orientirebulni da sacalo movaWrenic sul ufro xSirad iTxoven savaWro garigebebs mewarmeebisagan. sazogadoebrivi urTierTobebis roli da zegavlena sazogadoebriv urTierTobebs sazogadoebis cnobierebaze sakmaod didi zegavlenis moxdena SeuZlia. da es reklamaze gacilebiT dabali xarjiT aris SesaZlebeli. kompania ar ixdis fuls media sivrcesa da droSi; sanacvlod, igi fuls uxdis momsaxure personals, informaciis Seqmnasa da gavrcelebaSi da sxvadasxva RonisZiebaTa marTvaSi. Tu kompania raime saintereso movlenas gegmavs, igi SeiZleba gaSuqdes sxvadasxva mediis saSualebiT, rasac zustad igive efeqti eqneba, rac reklamas, romelic, Tavis mxriv, milionobiT dolari Rirs. amavdroulad, aseTi midgoma reklamaze metad damajerebelia. ganawileba saerTaSoris marketingis meoTxe P aris adgili (Place), romelsac xSirad uwodeben ganawilebasa an distribucias. distribucia saqonlisa da momsaxurebis gadaadgilebaa firmidan momxmareblis xelSi. amasTan kavSirSi firmis winaSe dgas sakiTxTa ori jgufi: 1. saqonlisa da momsaxurebis fizikuri transportireba misi warmoebis adgilidan sxvadasxva bazrebamde, sadac SeiZleba maTi gayidva; 2. bazrebze saqonlis ganawilebis arxebis SerCeva. 11.6. saerTaSoriso distribucia saerTaSoriso distribuciis SemTxvevaSi erT-erTi mniSvnelovani sakiTxia transportirebis meTodebis arCeva _ saqonlis mitana warmoebis adgilidan daniSnulebis adgilamde. mocemuli arCevani gulisxmobs kompromiss drosa da danaxarjebs Soris(ix cxrili 2). tran349 sportirebis swrafi meTodebi, rogoricaa sahaero transporti, saavtomobilo gadazidvebi, sazRvao gadazidvebi, sarkinigzo transporti, milsadenebsa da bornebTan SedarebiT Zviri jdeba. Tumca, transportirebis saSualebebis arCeva gavlenas axdens firmis sasaqonlo materialur maragebis Rirebulebaze, momsaxurebis doneze, saqonlis Senaxvis efeqtian vadasa da tvirTis dazianebis albaTobaze misi miwodebisas. magaliTad, saerTaSoriso aviagadazidvebisTvis damaxasiaTebelia maRali Sefaseba yvela zemoT CamoTvlili maCveneblebis mixedviT, xolo sazRvao gadazidvebisTvis piriqiT, Zalzed dabali. ganvixiloT transportirebis meTodis gavlena firmis sasaqonlo-materialur maragebsa da momsaxurebis doneze. Tu firma varaudobs neli transportirebis saSualebebs, maSin gayidvebis donis SenarCuneba gayidvebis adgilas SeuZlia mxolod didi moculobis maragebis transportirebis xarjze. Tu firma irCevs transportirebis arasaimedo saSualebebs, romlis dros rTulia prognozireba, konkretulad rodis miitanen saqonlis partias, mas uwevs gazardos produqtis sarezervo maragi, imisaTvis, raTa Tavi aaridos deficits, rac iwvevs myidvelebis ukmayofilebas. transportirebis neli saSualebebi aseve zrdian saerTaSoriso SekveTebis drois cikls (dro, SekveTis momentidan myidvelis mier saqonlis miRebamde) maragebis nebismieri mocemuli donisas. xangrZlivi cikli amcirebs momsaxurebis dones da SeuZlia ubiZgos SemkveTebs monaxon miwodebis alternatiuli wyaroebi. transportirebis saSualebebis arCeva damokidebulia saqonlis Senaxvis periodze. malfuWebadi saqonlis gadatana fizikuri an kulturuli mizezebis gamo, iseTi, rogoricaa yvavilebi da moduri kabebi, Cveulebriv sahaero transportiT xdeba. winaaRmdeg SemTxvevaSi SesaZlebelia dagviandes. SedarebiT xangZlivi Senaxvis saqonelis, rogoricaa qvanaxSiri, nedli navTobi, da a.S. 350 miwodeba xdeba SedarebiT naklebad ZviradRirebuli satransporto saSualebebis gamoyenebiT. cxrili 2 transportirebis sxvadsxva saSualebebis upiratesoba da naklovaneba eqsportis TvalTaxedvidan gamomdinare transportirebis saSualeba sarkinigzo transporti sahaero transporti saavvtomobilo gadazidvebi wylis transporti eleqtronuli saSualebebi upiratesoba naklovaneba produqtebis magaliTebi usafrTxoeba saimedooba siafe usafrTxoeba sandooba xangrZlivoba avtomobilebi, xorbali siZvire xelmisawvdomoba SezRudulia tvirTebis mcire gadazidvebi xangrZlivova miwodebis arapirdapiri maxasiaTebeli saiuveliro nawarmi wamlebi universaluri siafe siafe Sesaferisia msxvilgabaritiani tvirTebisaTis siswrafe ar gamoiyeneba mravali produqtisaTvis samomxmareblo saqoneli avtomobili aveji informacia ganawilebis arxebi saerTaSoriso firmis marketingis menejerebma unda gansazRvron, ganawilebis ra arxebi unda gamoiyenon TavianTi saqonlis realizaciisaTvis calkeul qveyanaSi. ZiriTadi arxebi, romelic gamoiyeneba saerTaSoriso firmebis mier, naCvenebia suraTze. unda avRniSnoT, rom ganawilebis arxebi SeiZleba Seicades oTx ZiriTad monawiles: 351 1. mwarmoebeli, romelic awarmoebs saqonels an sTavazobs momsaxurebas; 2. biTumad movaWre, romelic yidulobs saqonelsa da momsaxurebas mwarmoeblisagan yidis sacalo movaWreebze; 3. sacalod movaWre, romelic yidulbs saqonelsa da momsaxurebas biTumad movaWrisagan da yidis maT saboloo myidvlebze; 4. Tavad myidveli, romelic iZens saqonelsa da momsaxurebas saboloo moxmarebisTvis. suraTze naCvenebia, iseTi mniSvnelovani faqtori, rogoricaa ganawilebis arxis sigrZe da done. rodesac firma saqonels sTavzobs momxmarebels pirdapir da pirdapir xdeba Tanxis gadaxda, is gverds uvlis biTumad da sacalo movaWreebs da amiT iyenebs ganawilebis Zalze mokle arxs. aseT midgomas ewodeba pirdapiri marketingi, vinaidan firma muSaobs uSualod saboloo momxmarebelTan. aseTi midgomiT daiwyo Dell-ma Tavisi saqmianoba. dRe-Ramis ganmavlobaSi iRebda SekveTebs ufaso satelefono xaziT. pirdapiri gayidvebis upiratesoba aris is, rom firma akontrolebs Tavisi produqtis sacalo distribucias da mTlian mogebas TviTon itovebs. sxva mxriv firma iRebs Tavis Tavze mTlian xarjsa da risks, romelic dakavSirebulia sacalo vaWrobasTan. ganawilebis SedarebiT grZeli arxi varaudobs saqonlis realizacias biTumad movaWreebze, romelsac Semdeg yidian myidvelebze. rodesac bazarze arseboben msxvili sacalo movaWreebi da maTi raodenoba arc ise bevria, maSin mwarmoebels uadvildeba muSaoba TiToeul maTganTan pirdapir. rodesac bazarze mravali wvrili movaWrea, maTTan muSaoba rTuldeba. 352 ganawilebi arxebis saxeebi yvelaze grZeli arxi moicavs biTumad movaWreebs. biTumad movaWre aris damoukidebeli organizacia, romelic iZens saqonels mwarmoeblebisgan, yidis sacalod movaWreebze (an zogierT SemTxvevaSi sxva biTumad movaWreebze). magaliTad, wvril fermerebs ar SeuZiaT TavianTi produqtis miwodeba uSualod sasursaTo maRaziebis msxvil qselebSi imitom, rom maTTvis ar aris momgebiani didi raodenobiT wvril momwodeblebTan saqmis daWera. amis nacvlad es fermerebi yidian Tavis produqts biTumad movaWreebze, romlebic, Tavis mxriv, awvdian sacalod movaWreebs. biTumad movaWreebi ara mxolod amsubuqeben saqonlis win wawevas sacalod movaWreebis dabali koncentraciis qveynebSi, aramed firmas saSualebas aZlevs Semoifarglos mcirericxovani savaWro personaliT. sxva mxriv, mogebis sidide am SemTxvevaSi aseve aRmoCndeba mcire imitom, rom saqmeSi monawileobs bevri firma da TiToeuli maTgani varaudobs gamomuSavebas. imis magivrad, rom mTliani mogeba Cven davitovoT, rogorc pirdapiri gayidvebis SemTxvevaSi, firmas uwevs mogeba gaiyos sacalod da biTumad movaWreebze. 353 saerTaSoriso marketingis menejerebis amocana mdgomareobs imaSi, rom monaxon ganawilebis optimaluri arxi, romlis dros firmis unikaluri konkurentuli upiratesoba da naklovanebebi daemTxveva TiToeuli bazris moTxovnilebebs, romlis mosamxurebas apirebs firma. praqtikaSi, iseve rogorc sxva saerTaSoriso marketingis elementebis SemTxvevaSi, mravali saerTaSoriso firma iyenebs ganawilebis moqnil strategias: erT bazarze SeuZlia gamoiyenos mokle arxebi, xolo sxva bazrebze _ grZeli. ganawilebis strategia aseve SeiZleba iyos aranakleb mniSvnelovani win wawevis strategia. magaliTad SMH axorcielebs ara mxolod Swatch-is saaTebis win wawevas, aramed SedarebiT ZviradRirebuli brendebisas, rogoricaa ,,Omega~ da ,,Tissot~-is. ZviradRirebuli saaTebi iyideba eqskluziur saiuveliro maRaziebSi, xolo araZviradRirebuli Swatch iseTi tipis maRaziebSi, rogoricaa Macy’s da Dillard’s. saerTaSoriso distributoris arCevas firmebi frTxilad unda miudgnen. adgilobrivi myidvelebis TvalTaxedvidan gamomdinare, distributori aris firma. ase, rom cud Suamavals SeuZlia firmas miayenos ara mxolod ekonomikuri ziani, aramed uaryofiTad imoqmedos mis reputaciaze mocemul bazarze. xSir SemTvevaSi es gavlena didi xnis ganmavlobaSi aisaxeba firmis repuataciaze. garda amisa, adgilobriv kanonmdeblobas SeuZlia xeli SeuSalos firmisa da distributorebis urTierTobas. magaliTad, saudis arabeTSi ucxouri firmebi valdebulni arian SesTavazon TavianTi interesebi adgilobrivi agentebis saSualebiT, xolo maT momsaxurebaze uaris Tqma Tavad maTi SeTanxmebis gareSe praqtikulad SeuZlebelia. gansakuTrebul problemas warmoadgens Sesabamisi Suamavlis moZieba CineTSi, sadac mravali distributori aris saxelmwifo organizacia da an ician, an ar undaT uc354 xouri saqonlis win waweva Sesabamisad. magaliTad, saReWi rezinis Wrigley’s-is ZiriTad distributorebs akontrolebs saxelmwifo savaWro kompania China National Cereal&Oils Import&Export Corporation. misi menejerebi Tvlian miiCneven, rom wvril biTumad da sacalod movaWreebze produqtis miwodeba aris drois xarjva da aseT myidvelebs sTavazoben Tavad wamoiRon saqoneli sawyobidan. erTi mxriv, aseTi taqtika amcirebs China Nationalis satransporto xarjebs, meores mxriv, zrdis vaWrebis xarjebs, rac negatiurad aisaxeba saReWire zinebis gayidvebze. zogierTi saerTaSoriso firma cdilobs gamoiyenos ganawilebis sazRvargareTuli sistema, romelic gamoiyeneba maT Siga bazarze. magaliTad, McDonald’s-ma aSS-Si moipova sazogadoebrivi kvebis sawarmos statusi kargad SerCeuli frenSaizisa da maTTan urTierTmomgebiani TanamSromlobis wyalobiT. aseTive strategia iyo gamoyenebuli kompaniis mier swrafi kvebis bazris dapyrobisaTvis evropaSi, aziaSi, avstraliaSi, afrikaSi da samxreT amerikaSi. analogiurad, kompnia Coca-Cola avrcelebs Tavis produqcias praqtikulad msoflios yvela qveyanaSi, qmnis qaliSvili kompaniebis qsels. swored ganawilebis aseTive strategia gamoiyenebakompaniis mier mis mSobliur bazarze, aSS-Si. ganawilebis strategiaze SeiZleba gavlena moaxdinos adgilobrivma kanonmdeblobam. mravali wlis ganmavlobaSi ucxoelebis SesaZleblobebi indoeTSi, meqsikasa da CineTSi sadistribucio sistemis SeqmnaSi iyo SezRuduli. Sedegad, mravalma mravalerovnulma korporaciam Seqmna am qveynebSi erToblivi sawarmoebi adgilobriv firmebTan. analogiurad, iaponuri kulturis sirTuleebma da ganawilebis CaxlarTulma struqturam am qveyanaSi aiZula mravali dasavluri firma iaponur bazarze Sesuloyo adgilobrivi partniorebis moZiebis saSualebiT. restornebis qselma KFC-ma, magaliTad, ipova aseTi par355 tniori Mitsubishi-is saxiT, romelmac am iaponur kompaniasTan erToblivi sawarmo Seqmna Tavisi produqtis win wawevisaTis. sakontrolo kiTxvebi: 1. ra ZiriTadi faqtorebi figurirebs standartizaciasa da adaptacias Soris arCevanis gakeTebisas? 2. ra gavlenas axdens sasaqonlo politikis SemuSavebaze samarTlebrivi, kulturuli da ekonomikuri faqtorebi? 3. ratom aris savaWro niSani (brendi) marketingis mniSvnelovani instrumenti saerTaSoriso biznesSi? 4. raSi mdgomareobs sami ZiriTadi safaso politika? 5. ra problemebs SeiZleba waawydes firma romelic axorcielebs sabazro safaso politikas? 6. CamoTvaleT ramdenime fundameturi aspeqti, romlis gaTaliswineba aucilebelia saerTaSoriso biznesSi? 7. ra aris ganawilebis arxi? ra variantebi aqvs saerTaSoriso firmas am arxebis formirebisas? literatura: 1. gari armstrongi, filip kotleri, marketingis safuZvlebi, me-7 gamocema. avtorizirebuli Targmani inglisurenovani gamocemidan. gamomcemloba Pearson Education Inc, 2005. 2. Гриффин Р., Пастей М., Международный бизнес. 4-е изд. / Пер. с англ. под ред. А. Г. Медведева. — СПб.: Питер, 2006. — 1088 с; 3. Мировая экономика и международный бизнес : учебник / кол. авторов; под общ. ред. д-ра экон. наук, проф. В.В. 356 Полякова и д-ра экон. наук, проф. Р.К. Щенина. — 5-е изд., стер. — М. : КНОРУС, 2008. — 688 с; 4. Холленсен С., Глобальный маркетинг., Пер. С англ. - Минск: Новое знание, 2004; 5. Alan M. Rugman, Thomas L. Brewer. The Oxford Handbook of International Business; 6. B. Cullen, K. Praveen, Parboteeah. International business : strategy and the multinational company; 357 Tavi XII saerTaSoriso operaciaTa menejmenti Sesaswavli sakiTxebi: 1. saerTaSoriso operaciaTa menejmentis buneba; 2. saerTaSoriso operaciaTa menejmentis strategiuli aspeqtebi; 3. saerTaSoriso operaciaTa menejmentis sirTuleebi; 4. miwodebis jaWvis marTva da warmoebis vertikaluri integracia; 5. sawarmoo simZlavrebis ganTavsebis adgili; 6. saerTaSoriso logistika da maragebis marTva; 7. efeqtianobis marTva saerTaSoriso kompaniaSi; 8. xarisxis marTva saerTaSoriso kompaniaSi. 12.1. saerTaSoriso operaciaTa menejmentis buneba operaciaTa menejmenti —im RonisZiebebis erTobliobaa, romlebsac kompania axorcielebs sawarmoo resursebisagan (Sroma, miwa, kapitali, finansebi da a.S.) mza saqonlisa da momsaxurebis misaRebad. saerTaSoriso operaciaTa menejmentis qveS igulisxmeba saerTaSoriso kompaniis mier msgavsi tipis RonisZiebebis ganxorcieleba. saerTaSoriso kompaniebi operaciaTa menejmentis ganxorcielebisas gadasawyveti sakiTxebisadmi strategiuli midgomiT sargebloben. kompaniebis mier pirvel rigSi wydeba warmoebis arsebul pirobebTan adaptaciisa da standartizaciis sakiTxi, rac ganapirobebs kompaniis mier bazarze garkveuli poziciis Camoyalibebas. kompaniis arsebul pirobebTan adaptaciisa da standartizaciis problemis gadasawyvetad ganixileba Semdegi sakiTxe358 bi: resursebis SeZena, kompaniis adgilmdebareobis gansazRvra, logistika da materialuri resursebis marTva. o resursebis SeZena warmoadgens urTierTdakavSirebuli moqmedebebis erTobliobas, romlebmac unda uzrunvelyon kompania saqonlisa da momsaxurebis warmoebisaTvis aucilebeli resursebiT. o kompaniis adgilmdebareobis gansazRvra — saerTaSoriso masStabebiT biznes saqmianobis ganxorcielebisas gansakuTrebuli mniSvneloba kompaniis adgilmdebareobis arCevas eniWeba. kompaniebi saqmianobis dawyebamde wyveten, Tu sad unda ganalagon TavianTi sawarmoo simZlavreebi da ra pirobebSi mouwevT maT funqcionireba. o logistika da materialuri resursebis marTva — Tanamedrove biznesSi logistikisa da materialuri resursebis marTvis gareSe warmatebis miRweva SeuZlebelia. logistika da materialuri resursebis marTva warmoadgens biznesis materialur-teqnikuri uzrunvelyofis marTvis Teoriisa da praqtikis mecnieruli swavlebas, rac xels uwyobs kompaniaSi resursebis nakadebis efeqtian marTvas. logistikisa da materialuri resursebis marTvis sistema mniSvnelovnad ganapirobebs kompaniebis saerTo strategias da taqtikas. saerTaSoriso kompaniaSi maRal doneze SemuSavebuli da marTvadi operaciuli sistemebi mniSvnelovanwilad ganapirobeben saqonlisa da momsaxurebis xarisxs da kompaniis mwarmoeblurobis dones. saerTaSoriso kompaniis operaciaTa menejmentis sistemis efeqtian funqcionirebaze bevrad aris damokidebuli, Tu rogor gardaiqmneba kompaniaSi Semosuli sxvadasxva saxis resursi saqonelad da momsaxurebad. saerTaSoriso operaciaTa menejmentis procesis struqtura warmodgenilia #1 sqemaze. 359 sqema 1. saerTaSoriso operaciaTa menejmentis procesis struqtura46 12.2. saerTaSoriso operaciaTa menejmentis strategiuli aspeqtebi operaciaTa menejmenti aris damatebiTi Rirebulebis Semqmneli saqmianoba, romelic mimarTulia kompaniaSi Semomavali resursebis gadamuSavebis Sedegad maTi Rirebulebis gazrdaze, rac pirdapir gavlenas axdens firmis saqmianobis saboloo Sedegze. magaliTad, Tu warmoebis procesSi Semomavali 100 laris Rirebulebis resur46 Р. Гриффин, М. Пастей, международный бизнес, Бизнес/Учебник, «Питер» 2006, c 843 360 sidan iwarmoeba 1000 laris Rirebulebis saqoneli an momsaxureba, maSin cxadia, rom iqmneba mniSvnelovani damatebiTi Rirebuleba, xolo Tu 1000 laris Rirebulebis saqonelis an momsaxurebis sawarmoeblad saWiro iqneba ara 100 lari aramed 500 laris Rirebulebis resursi, maSin sawarmoSi Seqmnili damatebiTi Rirebuleba iqneba bevrad naklebi. saerTaSoriso operaciaTa menejmenti srul SesabamisobaSi unda iyos kompaniis mier SemuSavebul biznes strategiasTan. marTlac, kompaniis topmenejmentis mier damuSavebuli biznesis ganviTarebis strategia zegavlenas axdens operaciaTa menejmentis RonisZiebebis dagegmvisa da ganxorcielebis iseT aspeqtebze, rogoricaa: kompaniaSi resursebis mowodebaTa jaWvis startegiebis damuSaveba, kompaniis sawarmoo simZlavreebis ganlagebis Sesaxeb gadawyvetilebis miReba, logistikisa da materialuri resursebis marTvis procesebis dagegmva. Tu kompanias arCeuli aqvs da misdevs diferenciaciis strategias, maSin operaciaTa menejmentis mTavari funqcia iqneba uzrunvelyos konkurenti kompaniebis saqonlisa da momsaxurebisagan mkveTrad gansxvavebuli saqonlisa da momsaxurebis Seqmna, rac saSualebas aZlevs kompanias SeaRwios ucxour bazarze da ganimtkicos Tavisi poziciebi. magaliTad, iseT kompaniebs, rogoricaa Porsche da Rolex, Tu surT konkurenciis gaweva konkurentebisaTvis TavianTi produqciis imijis xarjze, am dros produqciis Seqmnaze gaweuli danaxarjebi meore planze gadadis da adgils uTmobs produqciis xarisxsa da dizains. Sesabamisad SeiZleba kompaniebs dasWirdeT sawarmoo simZlavreebis iseT adgilebSi ganTavseba, sadac maRalkvalificiuri muSaxelis mozidvis xarjebi SedarebiT maRalia. magaliTad, kompania Porsche am etapze arc ki fiqrobs Stutgartidan sakuTari sawarmoo simZlavreebis iseT adgilas gadatanas, sadac SedarebiT naklebi daexarjeba Sromis anazRaurebaze, vinaidan misi maRalxarisxiani av361 tomobilebis warmoebisTvis umniSvnelovanes faqtors swored maRalkvalificirebuli samuSao Zalis arseboba warmoadgens. Tu kompania misdevs danaxarjebSi liderobis strategias, maSin operaciaTa menejmentis mTavari funqcia iqneba uzrunvelyos saqonlisa da momsaxurebis warmoebis danaxarjebis minimaluri donis miRweva, raTa kompaniam SeZlos fasebis Semcireba da sasurveli mogebis miReba. danaxarjebSi liderobis strategiis SemTxvevaSi gadamwyvet rols saqonlisa da momsaxurebis fasisa da danaxarjebis sakiTxebi TamaSobs, xolo xarisxs SeiZleba naklebi yuradReba eqceodes. Sesabamisad, am dros kompaniam SeiZleba upiratesoba mianiWos gansakuTrebiT iafi samuSao Zalis adgilebSi sakuTari sawarmoo simZlavreebis ganTavsebas. magaliTad, honkongis kompania Roly International Holdings yovelwliurad yidis 200 mln dolaris Rirebulebis CineTSi damzadebul iaffasian saaxalwlo mosarTavebs saxlebisaTvis. produqciis miwodeba xorcieldeba neli, magram araZviradRirebuli satvirTo gemebiT. rodesac kompanias arCeuli aqvs warmoebis koncentraciis strategia, maSin igi monawileobs erT an ramdenime bazarze da swrafad ganimtkicebs poziciebs, axal bazarze SeRwevamde. kompaniebis mier misaReb gadawyvetilebebze aseve moqmedebs Semdegi faqtorebi: kompanis sawarmoo procesebisa da teqnologiebis adaptaciis an standartizaciis xarisxi. erTi mxriv, Tu calkeul bazarze firma iyenebs warmoebis standartizebul procesebsa da teqnologiebs, maSin misi operaciuli sistemebi SeiZleba iyos globalurad integrirebuli. aseT kompaniebs SeuZliaT miiRon warmoebuli produqciis erTiani, globaluri dizaini, rac xels Seuwyobs maTi saqmianobis efeqtianobis amaRlebas globaluri masStabiT. meore mxriv, Tu TiToeul bazarze, sadac moqmedebs kompania, muSaobis unikalur sistemas iyenebs, msgavsi globaluri integraciis miRwe362 va ara Tu saWiro, aramed SeuZlebelicaa. xSirad aseTi kompaniebi iyeneben globalur geografiul organizaciul struqturas, raTa uzrunvelyon adgilobrivi pirobebisadmi Tavis operaciaTa menejerebis adekvaturobis gazrda. magaliTad, Toyota iyenebs standartizebuli operaciaTa menejmentis strategias im gagebiT, rom is mTel msoflioSi uSvebs erT da igive avtomobilebs erTsa da imave sawarmoo procesebis gamoyenebiT. es uzrunvelyofs kompaniis qarxnebs Soris teqnologiaTa gacvlas, agreTve, makompleqtebeli nawilebis Tavisufal ganawilebas sxvadasxva qveynebSi mdebare amwyob sawarmoebs Soris. xolo Nestle, piriqiT, sakuTari produqciis asortiments, agreTve, maT ingredientebsa da SesafuT masalebs uxamebs konkretuli bazris pirobebs. es ar gamoricxavs teqnologiebis garkveul gacvlas, magram mTlianobaSi Nestle-s TiToeuli sawarmo muSaobs, rogorc damoukidebeli qvedanayofi. 12.3. saerTaSoriso operaciaTa menejmentis sirTuleebi saerTaSoriso kompaniaSi menejerebs uxdebaT mniSvnelovani da rTuli problemebis gadaWra sam ZiriTad sferoSi: 1. resursebi — menejerebma unda gadawyviton, Tu sad da rogor SeiZinon produqciis sawarmoeblad saWiro resuresebi. sakvanZo gadawyvetilebebi aq gadis resursebis miwodebis jaWvis marTvaze da warmoebis vertikalur integraciaze. 2. mdebareoba — menejerebma unda gadawyviton, Tu sad unda iqnes ganlagebuli sawarmoo simZlavreebi, administraciuli Senobebi, savaWro ofisebi da a.S. 363 logistika - menejerebma unda airCion maragebis marTvis meTodebi da transportirebis xerxebi. aRniSnuli problemebi dgas rogorc nacionaluri, aseve saerTaSoriso profilis mqone kompaniebis winaSe. saerTaSoriso kompaniebisaTvis maTi gadaWra bevrad ufro rTulia, vidre adgilobriv bazarze momuSave kompaniisaTvis. Siga bazarze momuSave kompaniebs uwevT TanamSromloba mxolod adgilobriv mimwodeblebTan, isini eqvemdebarebian mxolod erTi qveynis maregulirebel kanonebs, konkurencias uweven SedarebiT erTgvarovan bazarze da ar iyenebs rTul integrirebul satransporto sistemebs saqonlisa da momsaxurebis daniSnulebis adgilze misawodeblad. saerTaSoriso kompaniebs, ki piriqiT, yvelaze xSirad uwevT Sexeba sxvadasxva qveynis mimwodeblebTan da awydebian sakanonmdeblo regulirebis sxvadasxva reJimebs; Sesabamisad isini gadian Zalze mravalferovan bazrebze da iyeneben rTul intergirebul satransporto sistemebs saqonlisa da momsaxurebis daniSnulebis adgilze misawodeblad. sawarmoo simZlavreebis ganTavsebis adgilis arCevisas saerTaSoriso operaciaTa menejerebi iTvaliswineben iseTi faqtorebis zemoqmedebas, rogorebicaa: resursebze danaxarjebi, sagadasaxado kanonmdebloba, resursebis xelmisawvdomoba da marketinguli RonisZiebebi. garda amisa, aucilebelia yuradRebis gamaxvileba qveynis valutis kursis mosalodnel meryeobebsa da iseT araekonomikur faqtorebze, rogoricaa: saxelmwifo regulireba, politikuri riski, qveynis sakanonmdeblo sistemis gamWirvaleoba. saerTaSoriso operaciaTa menejerebma unda gaiTvaliswinon aseve sawarmoTa adgilmdebareobis zegavlena firmis SesaZleblobaze — reagireba moaxdinos sabazro koniunqturis cvlilebaze. bolos, gaTvaliswinebuli unda iyos logistikuri xasiaTis mosalodneli problemebi. resursebis mimwodeblebisgan moSorebiT sawarmoo simZlavrebis ganTavsebam SeiZleba xe3. 364 li SeuSalos resursebis droul miwodebas da Seaferxos warmoebis procesi. operaciaTa menejmentis im nawils, romelic dakavSirebulia materialuri dovlaTis SeqmnasTan, ewodeba sawarmoo menejmenti (warmoebis marTva), xolo gadawyvetilebebis da procesebis erTobliobas, romlebic dakavSirebulia aramaterialuri dovlaTis SeqmnasTan ewodeba momsaxurebis menejmenti. warmoeba — aris materialuri da aramaterialuri dovlaTis Seqmnis procesi. warmoebis procesSi saqonlisa da momsaxurebis Sesaqmnelad ixarjeba sxvadasxva saxis resursi, romelic erT SemTxvevaSi iZens materialuri produqciis formas, xolo meore SemTxvevaSi aramaterialuri produqciis, anu momsaxurebis formas. magaliTad, kompania Sony-s sawarmoo saqmianoba moicavs cifruli fotoaparatebis gamoSvebas, kompania BMW-Si avtomobilebis gamoSvebas, kompania Michelin-is avtomobilebis saburavebis, xolo magaliTad, cnobili auditoruli kompaniebi Deloitte & Touch da Ernst & Young saqmianoba moicavs auditoruli momsaxurebisa da profesiuli konsultaciebis gawevas, rasac ZiriTadad aramaterialuri forma gaaCnia. miuxedavad imisa, warmoebaSi CarTuli materialuri Tu aramaterialuri resursi, romelTa efeqtiani gamoyeneba dasaxulia mizebis misaRwevad, saTanado doneze organizebuli menejmentis gareSe SeuZlebelia. 12.4. miwodebis jaWvis marTva da warmoebis vertikaluri integracia produqciis damzadeba moiTxovs warmoebis procesSi mravalferovani resursebis CarTvas; Sesabamisad, saerTaSoriso kompaniebis warmoebis menejerebis umTavres sazrunavs am resursebis moZieba da maTi SeZena warmoadgens. kompaniis mier produqciis warmoebisaTvis aucilebeli 365 sxvadasxva resursebis mosaZieblad da SesaZenad ganxorcielebuli moqmedebebis erTobliobas miwodebis jaWvis marTva (Supply chain management) ewodeba. miwodebis jaWvis marTva zegavlenas axdens produqciis TviTRirebulebaze, mis xarisxsa da kapitalis Sida moTxovnis sidideze. aqedan gamomdinare, saerTaSoriso firmebis umravlesoba miwodebis jaWvis marTvas ganixilavs, rogorc erT-erT mniSvnelovan strategiul sakiTxs, romelic moiTxovs saTanado dagegmvasa da realizacias top-menejmentis mxridan. miwodebis jaWvis marTvis strategiis SemuSavebis pirveli etapi mdgomareobs vertikaluri integraciis Sesabamisi xarisxis gansazRvraSi. vertikaluri integracia gviCvenebs, Tu ra xarisxiT iyenebs firma Tavis sakuTar resursebs da ramdenad aris igi damokidebuli sxva wyaroebze. vertikaluri integraciis SedarebiT maRali xarisxis mqone kompaniebi TavianTi resursebiT axorcieleben produqciis warmoebas, mis SefuTvas, transportirebasa da myidvelebisaTvis miwodebas. xolo, meore mxriv, kompaniebi, romlebic naklebad iyeneben warmoebis vertikalur integracias, sakuTari resursebiT mxolod sawarmoo jaWvis ramdenime etapis ganxorcilebas axerxeben. danarCen etapebze isini resursebis gare wyaroebidan sargebloben. vertikalurad integrirebuli saerTaSoriso kompaniis kargi magaliTia — kompania British Petroleum (BP). am kompaniis erTi struqturuli qvedanayofi dakavebulia mTel msoflioSi bunebrivi airisa da navTobis sabadoebis ZiebiT. aRmoCenili navTobisa da gazis mopovebas axorcielebs sxva qvedanayofi. Semdeg xdeba mopovebuli navTobisa da gazis transportireba kompaniis kuTvnili milsadenebisa da tankerebis saSualebiT missave navTobgadammuSavebel qarxnebSi. aq xorcieldeba nedli navTobis gadamuSaveba benzinad da sxva saxis sawvav nivTierebebad, romlebic Semdgom BP-is sakuTrebaSi arsebuli benzinmzidebiT miewodeba, rogorc BP-is sakuTrebaSi arsebul bezingasamarT sadgurebs, aseve, sxva momxmareblebsac. amrigad, BP366 Si navTobisa da gazis sabadoebis Zieba da maTi mopoveba gvevlineba, rogorc nedleulis mimwodeblis mTavari wyaro milsadeni biznesisTvis, xolo milsadenebis biznesi gvevlineba, rogorc navTobgadammuSavebeli biznesis mTavari mimwodebeli. es ukanaskneli Tavis mxriv, navTobiTa da gaziT sacalo vaWrobis mTavari mimwodebelia. drodadro kompania izidavs sxva mimwodeblebsac da zogjer axdens sakuTari produqciis miyidvas sxva kompaniebisTvisac, magram misTvis mTavaria vertikalurad integrirebuli operaciebis uwyveti da efeqtiani jaWvis SenarCuneba sawarmoo procesis dawyebidan individualuri momxmarebelisTvis mza produqtis saboloo miyidvamde. kompania Heineken NV ki msoflioSi sididiT mesame ludsaxarSi kompaniaa, romelic Tavis saqmianobaSi, gansxavavebiT BPgan, naklebad iyenebs warmoebis vertikaluri integracias. kompania yidulobs xorbalsa da ludis warmoebisTvis saWiro sxva ingredientebs adgilobrivi fermerebisa da sasoflo-sameurneo kooperativebisagan. sxvadasxva mimwodeblebisagan iZens taras, etiketebs, SesafuT da gadasaadgilebel yuTebs, romliTac kompania Heineken NV-is mier warmoebuli ludi msoflios mraval kuTxeSi sxvadasxva distributori kompaniebis meSveobiT, Tavdapirvelad ludis sacalo movaWreebs, xolo Semdgom calkeul momxmareblebs miewodeba. kompaniis vertikaluri integraciis xarisxi aris miwodebis jaWvis marTvis CarCoebSi warmoebis menejerebis mier miRebuli sxvadasxva gadawyvetilebebis Sedegi. kompaniebs produqciis warmoebisaTvis saWiro resursebis SeZenis ori varianti gaaCniaT: pirveli — kompanias SeuZlia sakuTari resursebiT warmoeba da meore — kompanias SeuZlia maTi SeZena sxva momwodeblebisgan. aRniSnul arCevans operaciul menejmentSi warmoebis an Sesyidvis Sesaxeb gadawyvetilebis (make-or-buy decision) miReba ewodeba. ZiriTadi variantebi, romelTa arCeva SeuZlia kompanias am gadawyvetilebis CarCoebSi, warmodgenilia #2 sqemaze. aRsaniS367 navia, rom warmoebis an Sesyidvis Sesaxeb arCevanis gakeTebas mosdevs sxva gadawyvetilebebis miReba. magaliTad, produqciis warmoebisaTvis saWiro sxvadasxva komponentebis Sesyidvis Sesaxeb gadawyvetileba, maTi sakuTari ZalebiT damzadebis nacvlad, kompaniebs karnaxobs mimwodeblebTan grZelvadian da moklevadian urTierTobebs Soris aucilebeli arCevanis gakeTebas. produqciis warmoebisaTvis saWiro sxvadasxva komponentebis Sesyidvis nacvlad maTi sakuTari resursebiT damzadebis Sesaxeb gadawyvetileba Riad tovebs sakiTxs imis Sesaxeb, Tu, saxeldobr, rogor ganxorcieldeba warmoeba: damoukideblad Tu sxvebTan partrniorobiT? Tu partniorobis arCeva xdeba, Cndeba Semdegi SekiTxva: kontrolis ra meqnizmebsa da dones iTxovs partniori warmoebis procesSi CarTvis sanacvlod? da a.S. kompaniis mier warmoebis an Sesyidvis Sesaxeb gadawyvetilebaze zegavlenis moxdena SeuZlia warmoebis moculobas, saqmianobis masStabebs, teqnologiur gamocdilebas, warmoebuli produqciis bunebas. magaliTad, msxvili kompaniebisaTvis advilia produqciis damzadebisaTvis saWiro makompleqtebeli nawilebis warmoebaSi masStabis efeqtis miRweva, amitom didia albaToba imisa, rom iseTma didma avtomwarmoeblebma, rogorebic arian General Motors (GM) da Fiat, TavianTi manqanebisTvis makompleqtebeli nawilebi Tavad daamzadon, maSin, rodesac SedarebiT mcire masStabis avtomwarmoeblebi, rogoricaa Saab da Seat, ufro meti albaTobiT Seisyidian makompleqtebel nawilebs sxva mimwodeblebisgan. SedarebiT axali da rTuli teqnologiebis, rogoricaa: Tanamgzavruli navigaciis sistemebi, usadeno fiWuri telefonebi da a.S. SeZena xSirad xorcieldeba sxva momwodeblebisagan, xolo ufro standartuli da SedarebiT martivi teqnologiuri mowyobilobebis, magaliTad, samuxruWe sistemebis, radiomimRebebis da a.S. warmoeba xorcieldeba damoukidebelad kompaniis xelT arsebuli resursebis saSualebiT. warmoebis an Ses368 yidvis Sesaxeb gadawyvetilebis miRebaze did zegavlenas axdens sawarmoo teqnologiebSi ganxorcielebuli investiciebi. magaliTad, personaluri kompiuterebis mwarmoebeli iseTi kompaniebi, rogorebic arian Dell-sa da IBM-is kompaniebi, imis gadawyveta uxdebaT, daamzadon Tu SeiZinon procesorebi, operatiuli mexsierebis mikrosqemebi, mexsierebis myari diskebi, mTavari integrirebuli sqemebi da kvebis blokebi. kompania IBM, romelsac gaaCnia makompleqtebeli nawilebis warmoebis saSualebebi, Tavad awarmoebs aseT nawilebs, xolo kompania Dell, ZiriTadad eyrdnoba sxva mimwodeblebs. sqema 2. resursebis Sesyidvis an warmoebis Sesaxeb ZiriTadi gadawyvetilebebi47. kompaniebis gadawyvetileba _ awarmoos, Tu Seisyidos warmoebis makompleqtebeli detalebi `sxva Tanabar pirobebSi~, keTdeba naklebi danaxarjebis sasargeblod. magram piroba `sxva Tanabar pirobebSi~ iSviaTad miiRweva. kompaniebis mier gadawyvetilebis miRebis dros mxedvelobaSi miiReba kompaniis mier arCeuli strategia. #3 sqemaze warmodgenilia warmoebis an Sesyidvis Sesaxeb gadawyvetilebis miRebis dros SerCeuli strategiis sust 47 James Brian, Frederick G. Hilmer ,,Strategic Oustsourcing~, Sloan Management Review (Summer 1994), p.50. 369 mxareebsa da konkurentul upiratesobas Soris balansis dacvis aucilebloba. konkuretuli upiratesobis maRali potencialis da kompaniis mier arCeuli susti strategiis pirobebSi, kompania warmoebaze SeinarCunebs strategiul kontrols, moaxdens ra sakuTari resursebiT makompleqtebeli nawilebis warmoebas. Tu konkurentuli upiratesobis potenciali da kompaniis mier arCeuli strategiis susti mxareebi dabal donezea, am dros kompanias sWirdeba naklebi kontroli makompleqtebeli nawilebis warmoebaze, amitomac mosalodnelia, rom kompania am dros Seisyidis mza nawilebs. bolos, rodesac kompaniis konkurentuli upiratesobis saSualo potenciali da strategiuli sisusteebis saSualo xarisxi moiTxovs zomier kontrols, saukeTeso gadawyvetileba SeiZleba iyos specialuri sawarmoebis an saijaro warmoebis SesaZleblobebis gamoyeneba. sqema 3. warmoebis an Sesyidvis Sesaxeb gadawyvetilebis miReba48 48 James Brian, Frederick G. Hilmer “Strategic Oustsourcing”. Sloan Management Review (Summer 1994), p.50. 370 kompaniis mier warmoebis makompleqtebeli nawilebis warmoebis an Sesyidvis Sesaxeb gadawyevtilebis miRebaze, garda kompaniis strategiuli aspeqtebisa, SeiZleba asaxva hpovos sxva faqtorebmac. saerTaSoriso kompaniebs, Cveulebriv, uxdebaT kompromisis gakeTeba danaxarjebs, kontrols, riskebs, investiciebsa da moqnilobas Soris. o kontroli — kompaniisaTvis makompleqtebeli komponentis damoukideblad damzadeba xelsayrelia, radgan am SemTxvevaSi Zlierdeba kompaniis kontroli produqciis xarisxze, nedleulis miwodebis grafikebze, produqciis konstruqciebSi cvlilebebsa da danaxarjebze. kompania, romelic makompleqtebel nawilebs iZens ucxo mimwodeblebisagan, SeiZleba am organizaciebze metismetad damokidebuli aRmoCndes. Tu mimwodebeli gava biznesidan, maRla awevs fasebs an daiwyebs dabalxarisxiani produqciis gamoSvebas, firma darCeba miwodebis wyaros gareSe, rac gamoiwvevs danaxarjebis zrdas an xarisxis gauaresebis problemebs. garda amisa, kontrolis meqanizmebis Sesusteba SeiZleba gamoiwvios mimwodeblebTan saxelSekrulebo urTierTobaTa saTanado doneze regulirebam. ucxoel mimwodeblebTan dakavSirebul SemTxvevaSi saxelSekrulebo urTierTobebis mowesrigebam qveynebis sakanonmdeblo sistemaTa gansxvavebulobis gamo SeiZleba moiTxovos damatebiTi xarjebis gaweva. magaliTad, Tu calkeul qveyanaSi inteleqtualuri sakuTreba kanoniT sustad aris daculi, iseTma firmebma, rogorebicaa Sony Records da BMG, SeiZleba adgilobriv gamomcemlebs uari ganucxadon TavianTi kompaqt-diskebisa da video-kasetebis tiraJebze am qveynebSi. o riski — sxva mimwodeblebisgan makompleqtebeli nawilebis Sesyidva xelsayrelia maSin, rodesac am nabijiT kompania amcirebs finansur da operaciul ris371 kebs. magaliTad, kompania BP Amoco-s gaaCnia riski, romelic dakavSirebulia mis navTobmompovebel platformebTan, milsadenebTan da miwodebaTa jaWvis yvela danarCen stadiasTan. Tuki BP Amoco ubralod Seisyidida sxva firmebidan nedl navTobs, mas ar mouxdeboda WaburRilis muSaobisas mosalodneli riskebis sakuTar Tavze aReba. moixsneboda aseve mocemul aqtivebSi investiciebidan adekvaturi mogebis miRebis problemac. saerTaSoriso kompaniebi gadawyvetilebis miRebisas gansakuTrebul yuradRebas politikur riskebs aniWeben, radgan politika da biznesi erTmaneTTan mWidro kavSirSia. magaliTad, 1951 wels iranis axalma xelisuflebam qveyanaSi moaxdina BP-is qonebis konfiskacia. saerTaSoriso kompaniebsa da resursebis mimwodeblebs Soris mowesrigebuli urTierTobebi mniSvnelovania, rogorc am kompaniebisaTvis, aseve, maTi produqciis momxmareblebisTvis. produqciis mwarmoeblebi damokidebuli arian resursebis mimwodeblebze, radgan resursebis mimwodeblebma unda uzrunvelyon isini produqciis warmoebisaTvis saWiro maRalxarisxiani resursebiT, xolo Tavad resursebis mimwodeblebi damokidebuli arian im kompaniebze, romlebic maT resursebs moixmaren da Sesabamisad maTTvis Semosavlebis wyaros warmoadgenen. saerTaSoriso kompaniebsa da resursebis mimwodeblebs Soris arsebuli urTierTobebis buneba sxvadasxva qveyanaSi gansxvavebulia da damokidebulia am qveynis warmoebis sakiTxebisadmi midgomis Taviseburebebze. ganvixiloT manqanaTmSeneblobis sawarmos ori magaliTi: aSS-sa da iaponiaSi. rodesac amerikuli kompania fordi amzadebda Tavisi erT-erTi popularuli modelis `Taurus~-is axal versias, man gadawyvita gamoeyenebina mimwodeblebTan urTierTobis marTvisadmi iaponuri midgoma. kerZod, kompanias surda, rom mimwodebels sakuTar Tavze aeRo valdebulebebi _ da372 o bal fasad miewodebina warmoebisaTvis saWiro makompleqtebeli nawilebi. magram `Taurus~-is proeqtze momuSave pasuxismgebeli menejerebi naklebad endobodnen mimwodeblebs, radganac maT uyurebdnen rogorc metoqeebs da ara rogorc partniorebs. es damokidebuleba gamovlinda mimwodeblebTan kompaniis urTierTobebis mraval aspeqtSi. Sedegad maT Soris Camoyalibda iseTi daZabuli urTierToba, sadac TiToeuli mxare mxolod xelSekrulebiT gaTvaliswinebuli valdebulebebis SesrulebiT iyo dakavebuli. xolo iaponuri kompania Toyota, Ford—sgan gansxvavebiT, mWidrod integrirebulia ojaxuri tipis biznes jguf Keiretsu-Si, sadac mimwodeblebi da gasaRebis arxebi organizebulia dargSi Zlieri mwarmoeblis garSemo. Keiretsu-s meSveobiT kompania Toyota-am SeZlo gamxdariyo yvelaze efeqtiani avtomwarmoebeli msoflioSi. 1997 wels, rodesac daiwva samuxruWe makompleqtebeli detalebis erTaderTi mimwodebeli Aisin Seiki Co-s qarxana, am jgufSi gaerTianebulma sxva mimwodeblebma yvelaferi iRones, raTa ar gaCerebuliyo Toyota-s saavtomobilo xazi, riTac Tavadac dazaraldebodnen49. investiciebi — gare mimwodeblebisagan sxvadasxva saxis resursebis Sesyidva saerTaSoriso kompaniebs mTel rig SemTxvevebSi Tavidan acilebs axali teqnologiebis, axali qarxnebis an momuSaveTa specialuri momzadebis xarjebs da saSualebas aZlevs gamoaTavisuflon garkveuli kapitali. magaliTad, kompania Honda-s ohaios StatSi ganlagebul avtoqarxanaSi avtomobilebze gazrdili moTxovnis gamo, mouwia gamoSvebis moculobis zrda, ramac saWiro gaxada dama- 49 J.H. Dyer, K. Nobeoka, “Creating and Managing a High-Performance Knowled goSharing Network: The Toyota Case”. Strategic Management Journal (March 2000), pp. 345-368. 373 o 374 tebiT saqare minebis miwodebis gazrda. Honda-m, nacvlad imisa, rom Tavad ewarmoebina saqare minebi, daarwmuna adgilobrivi momwodebeli korporacia Donnelly, damatebiT aego saqare minebis mwarmoebeli axali qarxana, riTac kompania Honda-m, erTi mxriv, miiRo miwodebis moxerxebuli da saimedo wyaro, xolo meore mxriv, dazoga is Tanxa, romelic unda daebandebina axali warmoebis danergvaSi. rasakvirvelia, kompania Honda-m aseTi gadawyvetilebis miRebiT faqtobrivad uari Tqva mogebaze, romelic SeiZleboda mieRo avtomobilebis minebis warmoebiT korporacia Donnelly—s sasargeblod, Tumca samagierod dazoga gacilebiT meti Tanxa. kompania Honda-m dado ra partrnioruli SeTanxmeba korporacia Donnelly-Tan saqare minebis miwodebis Sesaxeb, Tavidan aicila damatebiTi xarjebi, romelic, aseve, unda gaewia personalisaTvis avtomobilis minebis konstruirebisa da warmoebis gamocdilebis Seswavlaze. gansxvavebiT kompania Honda-gan, kompania BP-s menejerebs moeTxovebaT mravalmxrivi codna da gamocdileba, raTa srulad gamoiyenon kompaniis vertikalurad integrirebuli warmoebis sistemis globaluri operaciebis upiratesobebi. moqniloba — kompania yidulobs ra makompleqtebel nawilebs sxvadasxva mimwodeblebisagan, nacvlad misi warmoebisa, inarCunebs garkveul moqnilobas im TvalsazrisiT, rom mas SeuZlia garemoebebis cvlilebebis Sesabamisad moaxdinos mimwodeblebis Canacvleba. es gansakuTrebiT xelsayrelia iseT situaciebSi, rodesac adgili aqvs teqnologiebis swraf ganviTarebas, sxvadasxva qveynebis valutis kursebis meryeobas, resursebis fasebis swraf zrdasa da a.S. magaliTad, personaluri kompiuterebis mwarmoebel kompaniaTa umravlesoba upiratesobas aniWebs ucxo mimwodeblebisagan xisti diskebis, DVD-is wakiTxvis mowyobilobebisa da mikroprocesorebis SeZenas. am nabijiT isini Tavidan icileben kvlevebisa da eqsperimentebis xarjebs da produqciis moZvelebis risks. aRsaniSnavia, rom zogierT SemTxvevaSi kompaniebs uxdebaT garkveuli kompromisuli gadawyvetilebebis miReba makompleqtebeli nawilebis warmoebaze, riTac nawilobriv amcireben TavianTi moqnilobis xarisxs. rodesac saerTaSoriso kompaniebi upiratesobas aniWeben erTi da imave saxis resursis erTdroulad ramdenime mimwodebelTan TanamSromlobas, am dros kompania ar aris damokidebuli arc erT mimwodebelze. Tumca, aseT midgomas gaaCnia garkveuli naklovanebebi. saxeldobr, kompanias uWirs mimwodeblebis farTo speqtrTan TanamSromloba, gansakuTrebiT Tu mimwodebelTa qseli globalur xasiaTs atarebs. ukanasknel periodSi aRniSnuli sakiTxebisadmi nawilobriv Seicvala midgoma. kerZod, kompaniebi deben eqskluziur an naxevrad eqskluziur grZelvadian SeTanxmebebs resursebis mcire raodenobis mimwodeblebTan. magaliTad, avtomobilebis mwarmoebeli kompaniebi TavianT e.w. `mTavar mimwodeblebTan~ TanamSromloben farTo speqtriT, kerZod winaswar ukveTaven maT sxvadasxva makompleqtebeli sistemebisa da detalebis SemuSvebas. magaliTad, LH - seriis manqanebis modelis SemuSavebis dros kompania Chrysler (amJamad is korporacia Daimler Chrysler-is nawilia) mWidrod TanamSromlobda saTavo momwodebelTan, ramac mas saSualeba misca Seemcirebina Tavisi sakonstruqtoro biuros TanamSromlebis ricxobrioba ori mesamediT. mimwodeblebma kompania Chrysler-s miawodes 4000-ze meti winadadeba avtomobilebis konstruqciisa da maTi warmoebis teqnologiis cvlilebis Taobaze, ris wyalobiT Chryslerma miiRo 156 mln aSS dolaris ekonomia. 375 12. 5. sawarmoo simZlavrebis ganTavsebis adgili saqonlisa da momsaxurebis warmoebis Sesaxeb gadawyvetilebis miRebis Semdeg kompaniam unda gadawyvitos, sad ganaTavsos sawarmoo simZlavreebi. am gadawyvetilebis miRebisas kompania iTvaliswinebs rogorc qveynis ekonomikur—politikur maxasiaTeblebs, aseve sawarmoebeli saqonlisa da momsaxurebis Taviseburebebs. o qveynis maxasiaTeblebi. kompaniis gadawyvetilebaze _ Tu sad, romel qveyanaSi unda ganTavsdes kompaniis sawarmoo simZlavreebi, SeiZleba zegavlena moaxdinos erTdroulad qveynis ramdenime maxasiaTebelma _ resursebis xelmisawvdomobam da Rirebulebam, infrastruqturis mdgomareobam da produqciis warmoSobis qveynis marketingulma imijma. resursebis xelmisawvdomoba da fasi mTavari determinantia, romelic gansazRvravs, Tu sad unda ganTavsdes kompaniis sawarmoo simZlavreebi. saerTaSoriso vaWrobis klasikuri Teoriebis Tanaxmad, warmoebis faqtorebis xelmisawvdomoba (dabali fasebi, maRali xarisxi) izidavs iseT kompaniebs, romlebsac sWirdebaT es resursebi saqonlisa da momsaxurebis sawarmoeblad. magaliTad, kompania British Petroleum (BP) navTobis mompovebel platformebs swored im qveynebSi ganalagebs, sadac nedli navTobis didi maragebia. CineTi iafi samuSao ZaliT izidavs bavSvTa saTamaSoebis, fexsacmlisa da qsovilebis mwarmoeblebs da a.S. o infrastruqturis mdgomareoba — sawarmoo simZlavreebis ganlagebaze didi zegavlenas axdens qveynis infrastruqturis ganviTarebis mdgomareoba. warmoebis umravlesoba moiTxovs im qveynis infrastruqturis ganviTarebis minimalur dones mainc, sadac es warmoeba unda ganTavsdes. nebismieri tipis sawarmos amoqmedebisa da efeqtiani eqspluataciisaTvis saWiroa, rogorc Senoba-nagebobebi da sxvadasxva saxis 376 o teqnologiuri mowyobilobebi, aseve eleqtro da wyalmomaragebis sistemebi, satransporto da sakomunikacio saSualebebi, dasaqmebuli personalisaTvis sacxovrebeli, dasasvenebeli, samedicino, saganmanaTleblo dawesebulebebi da sxva adekvaturi pirobebi. produqciis warmoSobis qveynis marketinguli imiji — sawarmoo simZlavreebis ganTavsebis adgilis arCevisas kompaniebi ganixilaven produqciis momxmarebelze saqonlis warmomavlobis qveynis zegavlenas. msoflioSi garkveuli qveynebi floben dadebiT imijs, romelic aisaxeba produqciis marketingzec. magaliTad, iaponia ganTqmulia maRalxarisxiani produqciis warmoebiT, xolo italiuri produqcia iTvleba erTerTi yvelaze daxvewili dizainis mqone produqciad mTel msoflioSi. eqsperimentis Sedegad gamovlinda saintereso faqti: rodesac momxmareblebs Seatyobines, rom Timex-is saaTebi damzadebuli iyo ara germaniaSi, aramed pakistanSi, masze moTxovna Semcirda TiTqmis 6%-iT, xolo rodesac igive eqsperimenti Caatares saaTebis mwarmoebeli naklebad cnobili kompaniis Tempomx-is produqciis mimarT, maTze moTxovnis sidide TiTqmis 70%-iT Semcirda. cxadia, sxva Tanabar pirobebSi, gacilebiT martivia momxmareblebisaTvis germaniaSi damzadebuli produqciis miyidva, vidre pakistanSi damzadebuli produqciisa, gansakuTrebiT maSin, rodesac am produqciis ukan ar dgas cnobili savaWro marka. SeiZleba davaskvnaT, rom sawarmoo simZlavreebis ganTavsebis adgilis arCevisas kompaniam aucileblad unda gaiTvaliswinos produqciis warmomavlobis qveynis zegavlena produqciis Semdgom realizaciaze. erTi mxriv, rodesac kompania dainteresebulia Tavisi produqciis, rogorc maRalxarisxiani nawarmis pozicirebiT saerTaSoriso bazarze, maSin mas SeuZlia sawarmoo simZlavreebi ganalagos iaponiaSi an germaniaSi da ara pakistansa an indoneziaSi. me377 o 378 ore mxriv, rodesac kompania calsaxad dainteresebulia ara produqciis maRali xarisxiT, aramed dabali danaxarjebis miRweviT, maSin mas SeuZlia sawinaaRmdego arCevanis gakeTebac. momxmareblebTan pirdapiri kavSirebis SesaZlebloba — sawarmoo simZlavreebis ganTavsebis Sesaxeb kompaniis gadawyvetilebaze gavlenas axdens produqciis momxmareblebTan pirdapiri kavSirebis damyarebis SesaZleblobebis arseboba. kompaniebi, romlebsac sWirdebaT pirdapiri kavSirebis damyareba konkretuli saqonlisa d momsaxurebis momxmareblebTan, cdiloben am produqciis sawarmoeblad simZlavreebi ganalagon uSualod momxmareblebis, anu saboloo gayidvebis adgilebis siaxloves. magaliTad, aSS-Si msubuqi mrewvelobis seqtorSi dominirebs azri, rom sxva Tanabar pirobebSi, rac ufro popularobiT sargeblobs produqcia, miT ufro unda moxdes misi warmoeba saboloo gayidvebis adgilis siaxloves, raTa mwarmoebelma SeZlos sabazro tendenciebze swrafi reagireba. yoveli sezonis dasawyisSi cnobili univermaRebis Macy’s, Nordstrom’s da Sak’s Fifth Avenue qalTa sportuli tansacmlis Sesyidvebis menejerebi yuradRebiT adevneben Tval-yurs, Tu romeli saxeobis produqciazea gansakuTrebiT didi moTxovna, Sesabamisad, qmnian am saxeobis produqciis sezonur maragebs, radganac aseTi `sezonebi~, mxolod ori-sami TviT grZeldeba da amave dros kompaniebs uWirT zusti prognozis gakeTeba, Tu ras SeiZenen danarCeni momxmareblebi. aSS-Si ganTavsebuli mwarmoeblebisaTvis ufro advilia aqcenti gaakeTon swored moduri sportuli tansacmlis warmoebaze, vidre taivanuri an indoneziuri kompaniebisaTvis. Sesabamisad, produqcia, romelic ar miekuTvneba modurs, misi warmoeba ZiriTadad xorcieldeba aSS-is farglebs gareT, iq, sadac warmoebis xarjebi minimaluria. o o o o samTavrobo politika. kompaniebis mxridan sawarmoo simZlavreebis ganTavsebis Sesaxeb gadawyvetilebis miRebaSi mniSvnelovan rols TamaSobs qveynis politikuri procesebis stabiluroba, erovnuli savaWro politika, ekonomikis ganviTarebis stimulebis da Tavisufali ekonomikuri zonebis arseboba. politikuri procesebis stabiluroba. garkveulwilad ganapirobebs kompaniebis gadawyvetilebas sawarmoo simZlavreebisa da investiciebis ganTavsebis adgilis arCevisas. rodesac qveyanaSi xSirad xdeba cvlilebebi monetarul da fiskalur politikaSi, Sesabamisad, izrdeba am qveyanaSi muSaobis riski. gansakuTrebiT xSirad saerTaSoriso kompaniebi awydebian cvlilebebs sagadasaxado ganakveTebSi, valutis kursebSi, inflaciasa da SromiT kanonmdeblobaSi. erovnuli savaWro politikam SeiZleba gavlena moaxdinos kompaniebis gadawyvetilebaze sawarmoo simZlavreebis ganTavsebis Sesaxeb. produqciis momxmareblebTan siaxlovisa da pirdapiri momsaxurebis mizniT kompaniebi zogjer iZulebuli xdebian sawarmoo simZlavreebi ganaTavson iseT qveynebSi, sadac arsebobs sxvadasxva savaWro barierebi da maRali sagadasaxado tarifebi. magaliTad, Toyota-m, Nissan-ma da Mazda-m TavianTi qarxnebi aages aSS-Si imisTvis, rom Tavidan aecilebinaT aSS-Si iaponiidan avtomobilebis eqsportze mTavrobis mier dawesebuli SezRudvebi. analogiurad, Hewlett-Packard-ma personaluri kompiuterebis mwarmoebeli qarxana ganaTavsa san-pauloSi, raTa Tavidan aecilebina importze braziliaSi arsebuli SezRudvebi. ekonomikis ganviTarebis stimulebi. qveynebi, romlebsac surT axali samuSao adgilebis Seqmna da ekonomikuri zrdis dafiqsireba, cdiloben sxvadasxva ekonomikuri stimulebisa da SeRavaTebis gamoyenebiT moizidon ucxouri kapitali. magaliTad, safrangeTis 379 o 380 mTavrobam The Walt Disney Company-s dabal fasad mihyida parizis maxloblad mdebare teritoria disneilendis mSeneblobisTvis. aSS-is mTavrobam misisipis StatSi Nissan-is 800 milioniani qarxnis mSeneblobisaTvis iaponur kompanias stimulirebis mizniT 295 mln aSS. dolari SesTavaza. Tavisufali ekonomikuri zona erovnuli ekonomikuri sivrcis gancalkevebul nawils warmoadgens, sadac, gansxvavebiT qveynis danarCeni teritoriisa vrceldeba sxvadasxva saxis SeRavaTebi da stimulebi. ganasxvaveben Tavisufali ekonomikuri zonebis sxvadasxva modifikaciebs: sabaJo, savaWro, samrewvelo-sawarmoo, samecniero-teqnikuri da servisuli zonebi. Tavisufali sabaJo zona gulisxmobs tranzituli, konsignaciuri da sxva tipis Tavisufali sawyobebis arsebobas, romelSic saqoneli qveyanaSi moqmedi kanonmdeblosagan gansxvavebul reJimSi daibegreba. Tavisufali savaWro zona warmoadgens SezRuduli teritoris mqone ubans, sadac sxvadasxva savaWro operaciebi SeRavaTian reJimSi xorcieldeba. aseTi tipis zonebs miekuTvneba e.w. ,,Duty Free~-is tipis maRaziebi da saxelmwifoTaSorisi SeTanxmebebi konkretul teritoriaze SeRavaTian reJimSi vaWrobis Sesaxeb. samrewvelo-sawarmoo zona eqsportisaTvis da importisaTvis gankuTvnili produqciis warmoebis stimulirebis mizniT iqmneba. samecniero-teqnikuri zona orientirebulia auxlesi teqnologiebis ganviTarebasa da mecnierebatevadi produqciis warmoebaze. rogorc wesi, aq Tavmoyrilia mniSvnelovani samecniero-teqnikuri da sainJinro potenciali, magaliTad e.w. `silikonis velSi~. servisuli momsaxurebis zona gulisxmobs sxvadasxva saxis momsaxurebaze SeRavaTiani reJimebis dawesebas. kompanias SeuZlia, Tavisi specifikuri miznebidan gamomdinare, ganaTavsos sawarmoo simZlavreebi romelime Tavisufal zonaSi. magaliTad, o aSS-is qalaq hiustonSi moqmedebs Tavisufali sabaJo zona, romelsac avtomwarmobeli kompaniebi iyeneben aSS-s farglebs gareT warmoebuli avtomobilebis Sesanaxad. kompania Toyota da Nissan iyenebs hiustonis Tavisufal sabaJo zonas CrdiloeT amerikis samxreT nawilSi, karibis auzis qveynebsa da meqsikaSi gasayidad gankuTvnili sakuTari avtomobilebis miwodebisaTvis. Tavisufali ekonomikuri zonebisadmi SemoqmedebiTi xasiaTis midgoma kompaniebs saSualebas aZlevs maqsimalurad Seamciron xarjebi. organizaciuli sakiTxebi. sawarmoo simZlavreebis ganTavsebis adgilis Sesaxeb kompaniis gadawyvetilebaze SeiZleba gavlena iqonios saerTaSoriso kompaniis mier arCeulma biznesis strategiam, organizaciulma struqturam da maragebis marTvis politikam. ganasxvaveben biznesis strategiis Semdeg saxeebs: warmoebis diferenciaciis, danaxarjebSi liderobis da sabazro segmentze fokusirebis strategia. arCeuli biznesis strategiis Sesabamisad kompania iRebs gadawyvetilebs sawarmoo simZlavreebis ganTavsebis adgilis Sesaxeb. roca kompania irCevs danaxarjebSi liderobis strategias, maSin igi ecdeba sawarmoo simZlavreebi ganaTavsos iseT adgilebSi, sadac SeZlebs warmoebisaTvis saWiro resursebis iaf fasebSi mopovebas. xolo rodesac kompania orientirebulia produqciis umaRles xarisxze, maSin igi Seecdeba moZebnos adekvaturi xarisxis resursebis mqone qveyana da iq ganalagos Tavisi sawarmoo simZlavreebi. rodesac kompania iyenebs diferenciaciis strategias, organizaciuli miznebidan gamomdinare, SeuZlia sawarmoo simZlavreebi ganalagos geografiuli niSnis mixedviT da uzrunvelyos dasaxuli miznebis miRweva. magaliTad, kompanias Benetton mTeli sawarmoo simZlavreebi Tavmoyrili aqvs italiaSi, rac saSualebas aZlevs mkacrad akontrolos produqciis dizaini da xarisxi. zogierTi kompania, strategi381 uli miznebidan gamomdinare, sawarmoo simZlavreebis gadanawilebas sxvadasxva qveynebSi axdens. aseTi midgomiT xelmZRvanelobs eleqtronikis mwarmoebelTa umravlesoba. magaliTad, Intel-s gaaCnia sawarmoo qarxnebi irlandiaSi, puerto-rikoSi, israelSi, malaiziasa da filipinebze. es saSualebas aZlevs kompanias, isargeblos am qveynebSi arsebuli SedarebiT iafi resursebiT. garda, amisa, am adgilebidan SedarebiT advili da iafia msoflio bazrebze produqciis miwodeba. sawarmoo simZlavreebis sxvadasxva adgilebze gadanawilebam, SeiZleba kompania daicvas adgilobrivi erovnuli valutis kursis meryeobis zegavlenisagan. sawarmoo simZlavreebis ganlagebaze gavlenas axdens kompaniis organizaciuli struqturac. kompaniebma saerTaSoriso operaciebis mosalodnel gafarToebasTan erTad unda izrunon Sesabamisi organizaciuli struqturis formirebaze. kompaniebma organizaciuli struqturis meSveobiT unda gansazRvron filialebis statusi da uzrunvelyon strategiuli miznebis ganxorcieleba. kompaniebis organizaciuli struqtura SesaZlebelia klasificirdes sasaqonlo, funqciuri da geografiuli niSnebis mixedviT. magaliTad, Tavis droze kompania Ford Sedgeboda sami teritoriuli jgufisagan: CrdiloeT amerikuli, evropuli da aziawynari okeanis. am regionebidan praqtikulad ar xdeboda avtomobilebis eqsporti, radgan sawarmoebi TiToeul regionSi yuradRebas amaxvilebdnen mxolod TavianT regionSi arsebuli moTxovnis dakmayofilebaze. SemdgomSi, kompaniam uari Tqva am organizaciul struqturaze, radgan CaTvala, rom msgavsi organizaciuli struqtura xels uSlida misi saavtomobilo warmoebis WeSmarit globalizacias da gadavida sasaqonlo niSniT organizebul struqturaze. sawarmoo simZlavreebis ganlagebis Sesaxeb gadawyvetileba damokidebulia, agreTve, kompaniis maragebis marTvis po382 litikaze. operaciaTa menejeris winaSe arsebul amocanebs Soris erT-erTi mniSvnelovani amocanaa sawarmos maragebis marTva. operaciaTa menejerebma unda uzrunvelyon mza produqciis da/an masalebis maragebis SenarCunebaze saWiro danaxarjebis da maragebis mosalodneli danakargebis dabalanseba. maragebis SenarCunebis danaxarjebs miekuTvneba: maragebis Senaxvis xarjebi, da maragebis dazianebis, gafuWebis an dakargvis xarjebi. maragebis done, romelic unda SeinarCunos kompaniam, damokidebulia sawarmoo simZlavreebis mdebareobaze, radgan sxvadasxva manZilze saWiro masalebis miwodeba gansxavavebul dros moiTxovs. magaliTad, Tu kompania Wal-Mart yidulobs televizorebs taivanSi, aSS-is bazarze gasayidad, maSin am saqonlis maragebis moculoba iqneba ufro meti, vidre igive televizorebis SeZena meqsikaSi rom momxdariyo. sawarmoo simZlavreebis ganTavseba gansakuTrebul mniSvnelobas iZens maSin, rodesac kompaniaSi gamoiyeneba maragebis marTvis sistema just-in-time (JIT, ,,zustad droSi~). aseTi midgomis dros kompaniis mimwodeblebi TavianTi produqciis miwodebas axdenen uSualod sawarmoo centrSi, rogorc wesi, xSiri da mcire partiebiT, romelic zustad Seesabameba sawarmoo moTxovnaTa moculobas. JIT sistema moiTxovs kompaniasa da mis Siga da gare mimwodeblebs Soris urTierTobebis maRal doneze koordinacias. grZelvadiani dakveTebis SemTxvevaSi mimwodeblebi cdiloben TavianTi sawarmoo simZlavreebi ganaTavson momxmarebelTan axlos, raTa zedmeti xarjebis gareSe daakmayofilon miwodebis raodenoba da vadebi. magaliTad, saavtomobilo detalebis mravali mwarmoebeli, rogorebic arian TRW Steering Systems, Eagle-Picher da Rbseal, ganTavsebulia uelsSi inglisis centraluri nawilisgan dasavleTiT, raTa ukeT moemsaxuron iseT msxvil SemkveTebs, rogorebic arian Jaguar da Range Rover. 383 12.6. saerTaSoriso logistika da maragebis marTva saerTaSoriso kompaniis sawarmoo simZlavreebis adgilmdebareobis miuxedavad, operaciaTa menejerebis winaSe yovelTvis dgas logistikis sakiTxebi. saerTaSoriso logistika moicavs sxvadasxva saxis resursebis mimwodeblebidan kompaniisaken, kompaniis struqturul qvedanayofebs Soris da kompaniidan momxmareblebisaken mza saqonlisa da momsaxurebis nakadebis marTvas. saqmianobis pirvel or saxes maragebis marTva, xolo saqmianobis mesame saxeobas saqonlisa da momsaxurebis distribucia ewodeba. es ukanaskneli warmoadgens marketingis erTerT funqcias, xolo maragebis marTva operaciaTa menejmentis Seswavlis sagania. maragebis marTva, rogorc qveynis SigniT, aseve saerTaSoriso doneze, SeiZleba daxasiaTdes sami ZiriTadi faqtoriT. pirveli — rogorc wesi, miwodebis manZilebi gacilebiT didia maragebis saerTaSoriso marTvis SemTxvevaSi, vidre maragebis Siga marTvis dros. yvelaze did qveynebSic ki masalebis miwodebis manZili iSviaTad aRemateba ramdenime aTas mils, xolo umravles SemTxvevaSi daSoreba bevrad naklebia. meore — sabaziso gansxvaveba maragebis Siga da saerTaSoriso marTvas Soris mdgomareobs maragebis transportirebis saSualebebis mravalferovnebaSi. erTi qveynis masStabiT maragebis miwodeba xSirad xorcieldeba erTi saxis satransporto saSualebebiT, magaliTad, saavtomobilo an sarkinigzo transportiT, magram maragebis miwodeba qveynebs Soris, gansakuTrebiT Sor manZilze, TiTqmis yovelTvis moiTxovs erTdroulad ramdenime saxis satransporto saSualebis gamoyenebas. magaliTad, maragebis miwodeba aSS-dan germaniaSi SeiZleba ganxorcieldes, rogorc sazRvao, sarkinigzo, sahaero da saavtomobilo transportis, aseve, multimodaluri gadazidvebis gamoyenebiT. multimodaluri gadazidvebis sistema erTdro384 ulad ramdenime saxis satransporto saSualebis Tanmimdevrul (kombinirebul) gamoyenebas gulisxmobs. qarTuli kanonmdeblobiT multimodaluri gadazidva aris — ,,gadazidvebi, romlebic xorcieldeba erTi gadazidvis xelSekrulebis safuZvelze, aranakleb ori saxeobis satransporto saSualebaTa da erTiani satransporto dokumentiT (gadazidvebi erTmaneTis mimdevari gadamzidvelebis mier)~50. multimodaluri gadazidvebi gamoirCeva rigi upiratesobebiT, kerZod: mcirdeba gadazidvis dro da tvirTis dakargvis an dazianebis riski; mcirdeba gadazidvebisas saWiro dokumentaciisa da formalobebis ricxvi; izrdeba kompaniebis konkurentunarianoba saerTaSoriso bazrebze da sxva. multimodaluri gadazidvebis efeqtianoba gansakuTrebiT izrdeba sakonteinero gadazidvebis gamoyenebis dros. sakonteinero gadazidvebi maRali efeqtianobis gamo faqtobrivad Seucvlelia tvirTebis transkontinenturi gadazi-dvebis ganxorcielebisas. misi gamoyeneba saSualebas iZleva Semcirdes tvirTebis gadazidvasTan, Senaxvasa da tranzitTan dakavSirebuli xarjebi. magaliTad, sazRvao transportiT sakonteinero gadazidvebi importiori da eqsportiori qveynebisTvis tvirTbrunvis mniSvnelovan nawils Seadgens da faqtobrivad Seucvlelia aziisa da amerikis qveynebidan sxva kontinentebze (an piriqiT) tvirTebis gadazidvisas51. mesame — maragebis saerTaSoriso marTvis samarTlebrivi garemo gacilebiT rTulia, vidre maragebis Siga marTvis samarTlebrivi garemo. qveynebis umravlesoba Siga satransporto sistemebis funqcionirebas aregulirebs mravali komponentiT, maT Soris: gadazidvis tarifebi, usafrTxoebis normebi, satranzito moTxovnebi da a.S. rodesac maragebis miwodeba xdeba ramdenime qveynis teritoriis gavliT, saWiroa am qveynebSi moqmedi 50 saqarTvelos kanoni ,,saqarTvelos sarkinigzo kodeqsi~, muxli2, punqti f, Tb., 2002 w. 51 http://wex.ge/ - gadamzidavi kompania 385 tvirTebis transportirebis yvela normebis dacva. magaliTad, 1975 wlis 5 ivliss Sveicariis qalaq JenevaSi xelmowerili iqna `tvirTebis saerTaSoriso gadazidvebis konvencia~, romelic gamoiyeneba ,,satransporto saSualebebiT tvirTebis fasiani (anazRaurebadi) sagzao gadazidvebis Sesaxeb nebismieri xelSekrulebis mimarT, rodesac tvirTis miRebisa da mitanis adgilebi, romlebic miTiTebulia xelSekrulebaSi, mdebareobs or sxvadasxva qveyanaSi, romelTagan erT-erTi mainc am konvenciis monawilea, miuxedavad xelSekrulebis registraciis adgilis da erovnulobisa~52. aRniSnul konvencias saqarTvelo 1999 wels miuerTda (saqarTvelos parlamentis 1999 wlis 22 ivlisis # 2289 dadgenileba). 1972 wels miRebuli iqna `konteinerebTan dakavSirebuli sabaJo konvencia~, romelic gamoxatavs konvenciis xelmomweri mxareebis survils gaafarToon da Seamsubuqon saerTaSoriso sakonteinero gadazidvebi. aRniSnuli konvencias saqarTvelo 1999 wels miuerTda (saqarTvelos parlamentis 1999 wlis 16 aprilis # 1907 dadgenileba). 1998 wlis seqtemberSi azerbaijanis respublikis q. baqoSi azerbaijanis, moldovas, somxeTis, rumineTis, bulgareTis, tajikeTis, saqarTvelos, TurqeTis, yazaxeTis, uzbekeTis, yirgizeTis da ukrainis mier xeli moewera SeTanxmebas ,,TRACEC—s derefanSi multimo-daluri gadazidvebis ganviTarebis Sesaxeb“. aRniSnuli SeTanxmeba ,,aregulirebs urTierTobas satransporto organizaciebs, multimodaluri gadazidvebis opera-torebs, tvirTgamgzavnebs, tvirTmimRebebs, sxva fizikur da iuridiul pirebs Soris, romlebic multimodaluri gadazidvebis Sesrulebis dros tvirTmflobelis saxeliT gamodian, gansazRvravs gadazidvis TiToeuli monawilis uflebebs, 52 www.parliament.ge – saqarTvelos parlamenti, tvirTebis saerTaSoriso sagzao gadazidvebis konvencia, muxli 1, Jeneva 1975 wlis 5 ivlisi. 386 valdebulebebs da pasuxismgeblobas~53. aRsaniSnavia, rom garda zemoTaRniSnuli SeTanxmebebisa, kidev arsebobs sxvadasxva saxis savaWro—ekonomikuri SeTanxmebebi, rac garkveulwilad amartivebs tvirTebis gadaadgilebas saerTaSoriso masStabebiT, Tumca tvirTebis saerTaSoriso masStabebiT gadatana dRemde rCeba erT-erT biurokratiuli meqanizmebiT gajerebul procedurad. maragebis nakadebis marTva saerTaSoriso masStabiT erTi SexedviT martivi proceduraa, Tumca am dros nebismierma detalma SeiZleba gadamwyveti roli Seasrulos maragebis warmatebiT transportirebis saqmeSi. erT-erT aseT detals warmoadgens erTi SexedviT sruliad umniSvnelo, sinamdvileSi ki saerTaSoriso logistikis erT-erT ZiriTadi problema — masalis da produqciis SefuTva, rac icavs saqonels transportirebis dros, amartivebs masTan mopyrobas, xels uwyobs daniSnulebis adgilebSi mza produqciis miwodebasa da/an gayidvas. saerTaSoriso miwodebisas saqonlis SefuTvis mimarT misaRebi gadawyvetilebebi miT ufro rTuldeba, rac ufro meti transportirebis xerxebis gamoyeneba igegmeba da gadasaadgilebel tvirTs uwevs sxvadasxva pirobebSi yofna saboloo daniSnulebis adgilamde. magaliTad, kaliforniaSi mdebare erT-erTi eleqtromowyobilobis mwarmoebel kompanias sWirdeba Tavisi adviladmtvrevadi produqciis miwodeba saudis arabeTSi. produqciis transportireba unda moxdes Tavdapirvelad satvirTo avtomobilebiT sarkinigzo transportamde, xolo Semdeg rkinigziT gemamde, romelic tvirTs gadaitans saudis arabeTSi. cxadia, gzis TiToeuli monakveTi xasiaTdeba sxvadasxva hidro-klimaturi TaviseburebebiT (haeris tenianoba, temperatura, mtveri da sxva). garda amisa, TiToeul punqtSi tvirTis CatvirTvisa da gad53 www.parliament.ge – saqarTvelos parlamenti, TRACEC—s derefanSi multomodaluri gadazidvebis ganviTarebis Sesaxeb , muxli 1, baqo, 1998 weli. 387 motvirTvis dros produqcias gansxvavebulad SeiZleba moekidon: sadRac delikaturad, sadRac ki uxeSad, rac faqtobrivad saqonlis SefuTvas sakmaod maRal moTxovnebs uyenebs. amasTan, gansakuTrebuli mniSvneloba SefuTvis masas eniWeba, radgan gadasatani saqonlis saerTo masa mniSvnelovnad ganapirobebs misi transportirebis xarjebis sidides rogorc gamyidvelis, aseve myidvelisTvis. zemoTaRniSnulidan gamomdinare, cxadia, logistikurma aspeqtebma SeiZleba gadamwyveti roli iTamaSos kompaniis gadawyvetilebaSi, Tu sad ganaTavsos Tavisi sawarmoo simZlavreebi. sawarmoo simZlavreebis sakuTar qveyanaSi ganTavsebam SeiZleba, erTi mxriv, uzrunvelyos ufro dabali sawarmoo danaxarjebi, vidre sazRvargareT ganTavsebam, magram, meore mxriv, kompaniam aseve unda aRricxos maragebis marTvis danaxarjebi qveynis SigniTac. produqciis sawyobSi moTavsebis, SefuTvis, transportirebis, distribuciis, agreTve, sakuTari maragebis SenarCunebisa da ucxoeli myidvelebis xarjebi. rogorc wesi, eqsportis SemTxvevaSi aseTi xarjebi ufro maRalia, vidre adgilobrivi warmoebis SemTxvevaSi. finansuri aspeqtebis garda, arsebobs, agreTve sxva logikuri mosazrebebi. radgan eqsportis SemTxvevaSi kompanias saqme aqvs miwodebis ufro grZel jaWvTan da awydeba mometebul sirTuleebs, ucxoel myidvelebTan urTierTobaSi is valdebulia Tval-yuri adevnos konkurentunariani donis servisis uzrunvelyofas. cxadia, msoflio ekonomikis globalizaciis Seuqcevadi procesi mxolod aZlierebs saerTaSoriso logistikis mniSvnelobas Tanamedrove pirobebSi. globalizaciis procesebi iqneboda naklebad masStaburi da neli, rom ara mkveTri cvlilebebi sainformacio teqnologiebis sferoSi. Tanamedrove sainformqcio teqnologiebi mniSvnelovan rols TamaSoben kompaniebis warmatebaSi, iZlevian ra logistikur saqmianobaSi Tanamedrove teq388 nologiuri miRwevebis drouli gamoyenebis SesaZleblobebs, rac kompaniebs saSualebas aZlevs gazardos mwarmoebluroba da gaaumjobesos momxmarebelTa momsaxurebis xarisxi. kompaniebSi, romlebic agresiulad iyeneben axal novatorul sainformacio teqnologiebs, zrdian sawarmoo operaciebis efeqtianobas, kerZod danaxarjebis ekonomiam SeiZleba miaRwios udides masStabs. magaliTad, koncerni Volkswagen Tvlis, rom yvela Siga da gare tranzaqciaSi monacemTa eleqtronuli gacvlis sistemis danergva saSualebas miscems mas 1%-iT Seamciros saerTo xarjebi. Tanamedrove sainformacio teqnologiebis saSualebiT kompaniebs saSualeba eZleva gaanalizon miwodebis mTeli jaWvi da ara mxolod misi calkeuli elementi da akontrolon kompaniis produqtiulobisa da efeqtianobis amaRlebis SesaZlo gzebi. magaliTad, sainformacio teqnologiebis sistema ,,Kay – Bee~ Toy Stores-Si Tvalyurs adevnebs gayidvaTa moculobas kompaniis 1300 sacalo maRaziaSi da maragTa odenobebs mis gamanawilebel centrebSi. rodesac popularuli saqonlis ,,Sony Playstation 2~ maragi ileva, sistema avtomaturad agzavnis Setyobinebas maragebis gamanawilebel centrSi da avtomaturad egzavneba SekveTa mwarmoeblebs. sainformacio teqnologiebis SemoqmedebiTi gamoyenebis wyalobiT kompaniebi zrdian ara marto mwarmoeblurobas, aramed myidvelTa dakmayofilebis donesac. sainformacio teqnologiebis gamoyenebas gaaCnia sxva upiratesobebic. investiciebi sainformacio teqnologiebSi SeiZleba gamovides sasawyobe farTobebisa da maragebis gazrdisaTvis saWiro investiciebis alternativebis saxiT. es ra Tqma, unda amcirebs kompaniis kapitalur danaxarjebs da zrdis aqtivebis ukugebas. garda amisa, sainformacio teqnologiebi exmareba kompaniebs Tval-yuri adevnon dasaxuli strategiuli miznebis miRwevis procesebs. 389 12.7. efeqtianobis marTva saerTaSoriso kompaniaSi saerTaSoriso kompaniebSi operaciaTa menejmentis sakvanZo problema efeqtianobis miRwevaa. efeqtianoba kompaniis gamarTuli funqcionirebis erT-erTi indikatoria. igi ganisazRvreba kompaniis mier gamoSvebuli produqciis saerTo Rirebulebis SefardebiT am produqciis gamoSvebisaTvis saWiro resursebis saerTo RirebulebasTan. efeqtianoba, erTi mxriv, xels uwyobs kompaniis funqcionirebis Sedegebis amaRlebas, xolo, meore mxriv, calkeuli kompaniebis efeqtianobaze damokidebulia qveynaSi cxovrebis done. Tu qveyanaSi momuSave kompaniebi funqcionireben efeqtianad, Sesabamisad, am qveynis moqalaqeebs SesTavazeben meti raodenobisa da maRali xarisxis produqcias. amasTan, kompaniebs uCndebaT SesaZlebloba, ganaxorcielon produqciis eqsporti qveynis sazRvrebs gareT, ramac damatebiTi Semosavali unda moutanos rogorc kompanias, aseve, qveyanas, sadac iwarmoeba produqcia. kompaniis funqcionirebis efeqtianobis gaangariSebisaTvis gamoiyeneba maCvenebelTa sistema, romelTagan ZiriTadia: kapitalukugeba, kapitaltevadoba, Sromis nayofiereba, Sromatevadoba da a.S. kapitalukugeba gviCvenebs qveynis erovnuli valutis erTi erTeulis kapitalze ra raodenobis produqcia iwarmoeba da iangariSeba: produqciis raodenoba/kapitalis raodenoba (1) kapitaltevadoba gviCvenebs qveynis erovnuli valutis erTi erTeulis Rirebulebis produqciaze ra raodenobis kapitalia daxarjuli da iangariSeba: kapitalis raodenoba/produqciis raodenoba (2) 390 Sromis nayofiereba gviCvenebs yoveli daxarjuli cocxali Sromis erTeulze ra raodenobis produqcia iwarmoeba da iangariSeba: produqciis raodenoba/daxarjuli cocxali Sroma (3) Sromatevadoba gviCvenebs warmoebuli produqciis yovel erTeulze ra raodenobis cocxali Sromaa daxarjuli da iangariSeba: daxarjuli cocxali Sroma / produqciis raodenoba (4) miuxedavad imisa, kompaniis saqmianoba cdeba Tu ara qveynis masStabs, maTi ZiriTadi mizani efeqtianobis mudmivi zrdaa. kompaniebi iyeneben efeqtianobis zrdis ramdenime zogad midgomas: danaxarjebis zrda samecniero kvlevebsa da sacdel-sakonstruqtoro samuSaoebze; kompaniis sawarmoo operaciebis srulyofa da personalis motivaciis zrda. danaxarjebis zrda samecniero kvlevebsa da sacdel-sakonstruqtoro samuSaoebze — aRniSnuli tipis samuSaobze danaxarjebis zrda xSirad warmoadgens amosaval wertils kompaniisaTvis efeqtianobis asamaRleblad. kompaniebs SesaZlebloba eZlevaT Seqmnan axali produqtebi, daamuSaon produqciis warmoebis axali teqnologiebi, Seamciron produqciis TviTRirebuleba da konkurentebTan SedarebiT moipovon upiratesoba. cnobilia, rom amerikuli kompaniebi samecniero kvlevebsa da sacdel-sakonstruqtoro samuSaoebze xarjaven saSualod ufro mets, vidre maTi ucxoeli konkurentebi, Tumca mxolod es faqtori ver uzrunvelyofs amerikuli kompaniebis upirobo liderobas msoflio bazarze. efeqtianobis zrdis Semdeg mniSvnelovan midgomas warmoadgens kompaniis sawarmoo operaciebis srulyofa. kompaniebi gamudmebiT zrunaven sawarmoo mowyobilobebis ganaxle391 baze, axali teqnologiebis danergvaze, calkeuli sawarmoo operaciebis avtomatizaciasa da muSakebis gadamzadebaze. am kuTxiT msoflioSi gansakuTrebul warmatebebs iaponurma kompaniebma miaRwies. isini warmatebiT iyeneben maragebisa da warmoebis marTvis Tanamedrove sistemebs, mudmivad axorcieleben kapitalur dabandebebs inovaciur teqnologiebSi, rac xels uwyobs kompaniis efeqtianobis amaRlebas. sawarmoo operaciebis srulyofas amerikuli kompaniebic gansakuTrebul yuradRebas aqceven. magaliTad, Tu adre kompania General Electric-s sWirdeboda sami kvira imisTvis, rom Seesrulebina SekveTa samrewvelo daniSnulebis eleqtrogamomrTveli avtomatebis damzadebaze, dReisaTvis igi aseT SekveTas axali teqnologiebis danergvis xarjze mxolod sam dRes andomebs. dabolos, kompaniis efeqtianobaze did gavlenas axdens personalis motivaciis zrda. dasaqmebuli muSakebis motivaciis gazrda Cveulebriv mravali xerxiT xorcieldeba. gansakuTrebiT xSirad kompaniebi iyeneben muSakebis marTvaSi CarTvisa da gunduris marTvis principebs. rodesac kompaniis menejerebi marTvis procesSi rTaven kompaniaSi dasaqmebul muSakebs, izrdeba maTi motivaciis done, rac xels uwyobs kompaniis miznebis ganxorcielebas. gunduri marTvis gamoyeneba kompaniebs saSualebas aZlevs Seiqmnas calkeuli TviTregulirebadi gundebi, romlebsac garkveuli damoukidebloba eniWebaT avtonomiuri gadawyvetilebebis miRebis dros. gunduri marTvis principebi pirvelad gamoyenebul iqna SevedeTsa da didi britaneTSi, xolo Semdeg am meTodma srulyofa ganicada iaponuri marTvis sistemaSi da dReisaTvis aqtiurad gamoiyeneba mTel msoflioSi. magaliTad, rodesac aviakompania Lufthansa-m aRmoaCina, rom zednadebi xarjebi imdenad didi iyo, rom kompaniis konkurentuanarianobis SenarCuneba faqtobrivad SeuZlebeli iqneboda, gadawyvita xelfasebi Seemcirebina mxolod 392 germaneli muSakebisaTvis, Tumca am saqmeSi xelis SemSlel faqtorad adgilobrivi profkavSiris ori organizacia uSlida xels. amitom kompaniam daiwyo intensiuri Sexvedrebi profkavSirebis warmomadgenlebTan da maTTan erTad SeimuSava Sromis anazRaurebis Semcirebis efeqtiani gzebi germaneli muSakebisaTvis, rac ar gulisxmobda muSakebis intensiur daTxovnas. erToblivi Zalisxmeva mimarTul iqna mxolod zedmeti Sromis likvidaciisa da personalis pensiaze daCqarebulad gasvlis meqanizmebis gamoyenebiT personalis raodenobis Semcirebisaken. 12.8. xarisxis marTva saerTaSoriso kompaniaSi saerTaSoriso operaciuli menejmentis erT-erT amocanas kompaniis mier gamoSvebuli produqciis maRali xarisxis SenarCuneba da misi amaRleba warmoadgens. Tanamedrove pirobebSi produqciis xarisxi iqca kompaniebis xelSi konkurentuli brZolis umTavres saSualebad, ramac Sesabamisi asaxva hpova kompaniebis ganviTarebis strategiebSi. standartizaciis saerTaSoriso organizaciis (ISO-International Organization for Standardization, daarsda 1947 wlis 23 Tebervals, Stab bina mdebareobs SeveicariaSi, q. Jeneva) Tanaxmad produqciis xarisxi aris: produqciis Tvisebebisa da maxasiaTeblebis is erToblioba, romelic gansazRvravs produqciis unars, daakmayofilos momxmareblebis gansazRvruli moTxovnilebebi. ISO-is standartebi xels uwyobs biznesis ganviTarebas, vinaidan maTi meSveobiT: saqonlisa da momsaxurebis warmoeba da miwodeba ufro efeqtiani, usafrTxo da ekologiurad sufTa xdeba; izrdeba produqciis saeqsporto potenciali; saxelmwifos eZleva teqnikuri safuZvlebi janmrTelobis, usafrTxoebisa da garemos dacvis kanonmdeblobis misaRebad da saerTaSoriso moTxovnebTan mis Sesada393 reblad; xdeba teqnologiuri miRwevebis, menejmentis Tanamedrove teqnologiebis gaziareba da momxmarebelTa uflebebis dacva. biznesisTvis saerTaSoriso standartebis farTod gavrceleba niSnavs imas, rom mwarmoebels SeuZlia SeimuSaos da momxmarebels SesTavazos iseTi saqoneli da momsaxureba, romelic Seesabameba saerTaSoriso standartebiT aRiarebul moTxovnebs. Sesabamisad, saerTaSoriso standartebis safuZvelze momuSave biznesi bevrad ufro konkurentunariani xdeba saerTaSoriso bazrebze. ISO-s standartebi momxmareblebisaTvis kompaniis ndobasTan asocirdeba, radgan momxmarebelma icis, rom is kompania, romelic ISO standartis sertifikatis mflobelia, umaRlesi xarisxis produqcias awarmoebs. xarisxis sertifikatis miniWebamde kompaniaSi winasasertifikacio samuSaoebi tardeba. winasasertifikacio samuSaoebis dros, upirvelesad yuradReba eqceva kompaniis teqnikur uzrunvelyofas, Tu ramdenad gamarTulia kompaniaSi mimdinare sawarmoo da sxva saxis procesebi, ramdenad akmayofilebs im teqnikur moTxovnebs, rasac ISO-is standarti iTxovs. kompaniis winasasertifikacio samuSaoebi grZeldeba minimum sam-oTx Tves da damokidebulia kompaniis masStabebze, sawarmoo procesebis sirTuleze da a.S. dReisaTvis wamyvani kompaniebi moiTxoven TavianTi momwodeblebisagan ISO-is standartebTan Sesabamisobis dadasturebas da mas Semdeg aformeben xelSekrulebebs maTTan. ISO standartebi msoflios 140-ze met qveyanaSi miRebulia rogorc erovnuli standarti, xolo ukanasknel wlebSi standartizaciis saerTaSoriso organizaciis mier Sesabamisobis 400 aTasze meti sertifikatia gacemuli. ISO 9000 seriis standartebis koncefciis gagrZelebas warmoadgens ISO 14000 seriis standartebi, romelic moicavs garemos dacvis marTvis RonisZiebebs, kompaniaTa saqmianobis ekologiur aspeqtebs. kerZod, es standarti kompaniebisgan moiTxovs resursebis efeqtian 394 gamoyenebas, mavne sawarmoo gamonabolqvbze kontrolis dawesebas da garemoze mavne zemoqmedebis Semcirebas. produqciis xarisxis uzrunvelyofas sasicocxlo mniSvneloba aqvs kompaniebisaTvis, radgan swored xarisxi warmoadgens mravali saerTaSoriso kompaniisaTvis konkurenciuli brZolis mTavar iaraRs, kompaniebi, romlebic sargebloben xarisxis kuTxiT cudi reputaciiT, Zalian uWirT warmatebebis miRweva saerTaSoriso bazarze. magaliTad, sam koreul kompanias _ Daewoo, Samsung da EG Group _ evropul bazarze gasvlisas hqonda garkveuli sirTuleebi, radgan maTi produqcia ar aRiqmeba evropeli momxmareblebis mier iseTive xarisxianad, rogorc evropuli kompaniebis mier warmoebuli analogiuri produqcia. produqciis warmoSobis qveynis msgavsi sisusteebi mniSvnelovan rols TamaSoben saerTaSoriso kompaniebis marketingis da sawarmoo simZlavreebis ganlagebasTan dakavSirebul gadawyvetilebebze. xarisxis udidesi mniSvnelobis gamo saerTaSoriso kompaniebi aqtiurad iyeneben xarisxis sruli marTvis sistemas (Total Quality Management, TQM). xarisxis sruli marTvis sistema (TQM) — aris kompleqsuri Zalisxmeva kompaniis yvela doneze, romelic mimarTulia maRalxarisxiani saqonlisa da momsaxurebis sawarmoeblad. xarisxis sruli marTvis sistema (TQM) scdeba kompaniis sazRvrebs da moicavs resursebis momwodeblebis, produqciis ganawilebis sistemis da produqciis gayidvisSemdgomi momsaxurebis kontrols. xarisxis sruli marTvis sistemis (TQM) formireba iwyeba kompaniis marTvis umaRles doneze, kompaniis topmenejerebi unda gamoxatavdnen realur mzadyofnas produqciis xarisxis uwyveti gaumjobesebisaTvis da gamoyofdnen saWiro resursebs. kompaniaSi xarisxis totaluri marTvis sistemis danergvis strategia eyrdnoba produqciis xarisxis gaumjobesebis oTx ZiriTad komponents. (ix. sqema 4) 395 kompaniis xarisxis totaluri marTvis strategia personalis CarTva xarisxis marTvaSi maRalxarisxiani masalebi da nedleuli Tanamedrove teqnologiebi Sromis organizaciis efeqtiani meTodebi sqema 4. xarisxis totaluri marTvis sistemis ZiriTadi elementebi54 personalis monawileobas xarisxs sruli marTvis sistemaSi gadamwyveti mniSvneloba gaaCnia. kompaniis TiToeuli muSaki unda monawileobdes xarisxis gaumjobesebis dasaxuli miznebis ganxorcielebaSi, rac ganapirobebs am miznebis ganxorcielebas. menejerebi iyeneben xarisxis kontrolis sam meTods personalis monawileobiT: pirveli — kompaniaSi iqmneba kontrolis jgufi, romelic warmoadgens adamianebis iseT jgufs, romelic iqmneba xarisxis kontrolisa da misi uwyveti Sefasebis mizniT. meore — dasaqmebulebis asocireba saboloo produqtTan. kompaniaSi iqmneba iseTi atmosfero, sadac, calkeuli dasaqmebuli sakuTar Tavs aigivebs kompaniis maRalxarisxian saboloo produqciasTan, rac maT garkveuli siamayis gancdas sZens; mesame — produqciis maRali xarisxis miRwevisaTvis waxalisebis sistemis gamoyeneba; rodesac kompania aRwevs da inarCunebs produqciis maRal xarisxs, personali iRebs damatebiT anazRaurebas. maRalxarisxiani masalebi da nedleuli warmoadgens kompaniis mier warmoebuli produqciis maRali xarisxis miRwevis mniSvnelovan komponents. umravles SemTxvevaSi, umjobesia, 54 Р. Гриффин, М. Пастей, Mеждународный бизнес, Бизнес/Учебник, «Питер» 2006, c 869. 396 kompaniam saerTod ar awarmoos produqcia, vidre awarmoos iqnes cudi xarisxis produqcia, rac mniSvnelovnad zrdis kompaniis xarjebs da anadgurebs kompaniis imijs. maRalxarisxiani masalebisa da nedleulis gadamuSavebas sWirdeba Tanamedrove teqnologiebis gamoyeneba, raTa miRweul iqnes warmoebuli saqonlisa da momsaxurebis maRali xarisxi. saerTaSoriso kompaniebi yovelTvis mzad unda iyvnen fuli daabandon Tanamedrove teqnologiebSi, raTa gazardon TavianTi operaciebis efeqtianoba da miiRon maRalxarisxiani produqcia. kompaniebma unda uzrunvelyon aseve Sromis organizaciis efeqtiani meTodebis gamoyeneba, rac amaRlebs dasaqmebulebis Sromis nayofierebas da xels uwyobs maRalxarisxiani produqciis warmoebas. kompaniebi xarisxis sruli marTvis sistemis farglebSi iyeneben xarisxis kontrolis statistikur da benCmarkingis meTods. produqciis xarisxis statistikuri kontrolis meTodis mizania gamoiricxos produqciis xarisxis SemTxveviTi cvlilebebi, ganisazRvros xarisxis miznobrivi done, dadgindes gadaxraTa misaRebi diapazoni da ganxorcieldes dadgenili normebisadmi produqciis xarisxis Sesabamisobis uzrunvelyofa. benCmarkingi aris marTvis meTodi, romelic mimarTulia produqciis xarisxis gaumjobesebisa da konkurentuli upiratesobis mopovebisaken. benCmarkingis dros konkurentuli dazvervis gamoyenebiT legalurad Seiswavleba winaswar SerCeuli konkurentis saqmianoba, produqciis xarisxi da xdeba am gamocdilebis gaTvaliswineba kompaniis Semdgom saqmianobaSi. benCmarkingis ganxorcielebis ZiriTadi etapebia: 1) kompaniis gaumjobesebis procesebisa da funqciebis gansazRvra; 2) saukeTeso kompaniebis gansazRvra; 3) kompaniis maCveneblebis Sefaseba; 4) sxva kompaniebis maCveneblebis Sefaseba; 5) miRebuli informaciis gamoyeneba kompaniis mdgomareobis gasa397 umjobeseblad. magaliTad, aSS-Si benCmarkingis pioneri gaxda kompania Xerox, romelmac mimarTa am meTods ucxouri firmebis mxridan konkurentuli zewolis Semdeg; rodesac iaponurma kompania Canon-ma warmoadgina saSualo zomis aslgadamRebi aparati 10 000 aSS dolarze nakleb fasad, kompania Xerox-Si darwmunebulni iyvnen, rom Canon aslgadamReb aparats yidda TviTRirebulebaze naklebad, radgan surda bazris wilis xelSi Cagdeba. imisTvis, rom ukeT garkveuliyo momxdarSi, kompaniam iaponiaSi gaagzavna menejerTa jgufi, raTa maT SeeswavlaT situacia aziaSi aslebis sawarmoeblad Seqmnili erToblivi sawarmos Fuji-Xerox-is specialistebis daxmarebiT. iq menejerebma SeiZines aslgadamRebi aparati Canon da daSales is nawilebad. maTda gasakvirad, aparati aRmoCnda xarisxiani da Xerox-is teqnikaze ufro iafi. gadawyvites, gamoeyenebinaT igive meTodebi da masalebi aslgadamRebi aparatebis dasamzadeblad, riTac kompania Xerox-ma SeZlo produqciis xarisxis amaRleba da TavianTi mowyobilobis TviTRirebulebis Semcireba. sakontrolo kiTxvebi: 1. rogor axdens gavlenas firmis korporaciuli strategia mis operaciul menejmentze? 2. riT gansxvavdebian erTmaneTisgan momsaxurebaTa operaciuli menejmenti da sawarmoo menejmenti? 3. ra igulisxmeba mowodebis jaWvis marTvis qveS? ra aris vertikaluri integracia? 4. romeli ZiriTadi faqtorebi unda ganixilos firmam sawarmoo simZlavreebis ganTavsebis adgilis arCevisas? 5. ratomaa mniSvnelovani organizaciebisTvis efeqtianobis marTva? 6. rogor aris urTierTdakavSirebuli firmis strategia da misi operaciuli menejmenti? 398 literatura: 1. Гриффин Р.,. Пастей М, Mеждународный бизнес, Бизнес/ Учебник, «Питер» 2006; 2. Пивоваров, Л. С. Тарасевич, А. И. Майзель и др, МЕЖДУНАРОДНЫЙ МЕНЕДЖМЕНТ, УЧЕБНИК ДЛЯ ВУЗОВ Издание 2-е, «Питер», 2001; 3. Dr. Oded Shenkar, Dr. Yadong Luo, Sage Publikation, Second Edition, California, 2007; 4. http://www.internationalbusinessdirectory.com/ 399 Tavi XIII saerTaSoriso biznesis finansuri garemo Sesaswavli sakiTxebi: 1. 2. 3. saerTaSoriso savaluto sistema da misi evolucia; saerTaSoriso savaluto bazari; kapitalis saerTaSoriso bazari. 13.1. saerTaSoriso savaluto sistema da misi evolucia saerTaSoriso savaluto sistema (International monetary sistem) aris organizaciebis, wesebis, molaparikebebis da instrumentebis erToblioba, romelTa mizania qveynebs Soris savaluto urTierTobaTa uzrunvelyofa. igi, rogorc sxvadasxva erovnuli valutebis gacvlis sistema, aregulirebs im valdebulebebisa da davalianebebis dafarvis wesebs, romelic warmoiSoba sagareo vaWrobisa da sxva saerTaSoriso finansuri operaciebis Sedegad. saerTaSoriso savaluto sistemis arseboba ganpirobebulia imiT, rom qveyanaTa umravlesobaSi gamoiyeneba sakuTari erovnuli valuta, romlebic saerTaSoriso doneze arakonventirebadia da, Sesabamisad, maTi saSualebiT SeuZlebelia saerTaSoriso biznesis ganxorcieleba. ucxoeTis qveynebSi biznesis warmoebisaTvis saWiroa erovnuli valutis gacvla sxva qveynis valutaze. saerTaSoriso savaluto sistema mowodebulia daadginos wesi, romlis Tanaxmadac qveynebi Seafaseben erovnul valutas da gacvlian maT sxva qveynebis valutaze. amasTanave, saerTaSoriso savaluto sistema iTvaliswinebs Ti400 Toeul qveyanaSi saerTaSoriso fulad Semosulobebsa da gadasaxdelebs Soris warmoqmnili disproporciebis dabalansebis meqanizms. mewarmeebma, romlebic ewevian komerciul saqmianobas saerTaSoriso bazrebze, unda uzrunvelyon saerTaSoriso savaluto sistemaSi saaRricxvo operaciebis sworad warmarTvis kontroli. saerTaSoriso operaciebis aRricxvis sistema sagadasaxdelo balansis formiT (balans of payments accounting system) warmoadgens, Tavis mxriv, yvela saerTaSoriso operaciebis aRricxvis sistemas, aseve Seicavs mniSvnelovan informacias qveynis ekonomikis mdgomareobis Sesaxeb da mosalodnel cvlilebebs mis safinanso-sabiujeto da fulad-sakredito politikaSi. sagadasaxdelo balansSi mocemuli statistikuri monacemebi SeiZleba gamoyenebul iqnas im problemebis warmoqmnis niSnebis gamosavlenad, romlebmac saboloo angariSiT qveynis mTavroba SeiZleba miiyvanos savaWro SezRudvebis SemoRebis, saprocento ganakveTebis amaRlebis, inflaciis tempebis daCqarebis, samomxmareblo moTxovnis saerTo donis Semcirebamde an ama Tu im qveyanaSi biznessaqmianobis danaxarjebis donis cvlilebamde. saerTaSoriso savaluto sistemis istoria: Tanamedrove saerTaSoriso savaluto sistema saTaves iRebs uZvelesi droidan, rodesac oqro da vercxli gamodiodnen sagadasaxado saSualebebis saxiT savaWro urTierTobebSi tomebs Soris, mogvianebiT ki qalaq-saxelmwifoebs Soris. magaliTad, vecxli gamoiyeneboda rogorc mimoqcevis saSualeba indoeTs, babilonsa da finikias Soris jer kidev Cv. w. aR.-is VII saukuneSi. evropis teritoriaze erovnuli saxelmwifoebis warmoSoba XXI-XVII ss. da maTi ganviTareba Tanamedrove saxelmwifoTa donemde mimdinareobda maT erovnul monetebSi oqrosa da vercxlis SedarebiTi Semcvelobis safuZvelze. 401 oqros standarti. oqros monetebis gamoyenebam sagadasaxado saSualebebis formiT uZveles droSi gamoiwvia saerTaSoriso savaluto sistemis warmoqmna, romelic cnobilia `oqros standartis~ saxelwodebiT. oqros standartis (gold standart) Sesabamisad, qveynebi Tanxmdebian TavianTi qaRaldis fuli gayidon (gacvalon) oqroze nebismieri kerZo piris an kompaniis moTxovnis Sesabamisad. didi britaneTi iyo pirveli qveyana, romelmac 1821 wels SemoiRo oqros standarti. me-XIX saukunis ganmavlobaSi oqros standarti SemoiRo praqtikulad yvela msxvilma saxelmwifom, romelic axorcielebda vaWrobas, maT Soris, ruseTma, avstria-ungreTma, safrangeTma, germaniam, amerikis SeerTebulma Statebma. oqros standartis dawesebis Sedegad praqtikulad ganxorcielda fiqsirebuli savaluto kursis formireba. savaluto kursi (exchange rate) aris erTi qveynis valutis fasi, gamoxatuli meore qveynis valutaSi. fiqsirebuli savaluto kursi (fixed exchange rate) niSnavs, rom mocemuli valutis fasi sxva valutebTan mimarTebaSi ar icvleba. oqros standartis gamoyenebam gamoiwvia fiqsirebuli savaluto kursis warmoSoba, ramdenadac TiToeul qveyanaSi fulis erTeulis Rirebuleba mibmuli (regged) iyo oqros ekvivalentTan. magaliTad, did britaneTSi oficialurad iyo uzrunvelyofili erTi uncia oqros yidva an gayidva 4,247 funt sterlingad. es ricxvi ki warmoadgenda funti sterlingis oficialur oqros ekvivalents. aSS-Si miRweul iqna SeTanxmeba uncia oqros nominaluri RirebulebiT yidva-gayidvis Sesaxeb, rac Seadgenda 20,67 dolars. amrigad, orive qveynis fulis erTeulis gacvla Tavisuflad iyo SesaZlebeli erTi da igive oqros raodenobaze Semdegi TanafardobiT: 4,247 funti sterlingi=oqros erT uncias=20,67 dolars. amrigad, dadginda fiqsirebuli gacvliTi kursi funt sterlingsa da dolars Soris: 1 funti sterlingi=4,867 dolars (anu 20,67 dolari/4,247 funt sterlingi). 402 manamde, vidre kompaniebs hqondaT rwmena, rom ama Tu im qveynis valuta pirvelive moTxovnisTanave SeiZleboda garantirebulad gadacvliliyo oqroze daTqmuli kursiT, bevri maTgani upiratesobas aniWebda kuTvnili gadasaxdeli mieRo valutaSi. gadaxdebis ganxorcieleba oqroTi moiTxovda did danaxarjs. kerZod, oqroTi gadaxdisas erTi qveynidan meore qveyanaSi miwodebuli saqonlis fasis asanazRaureblad saWiro iyo oqros gadazidva mimwodebel qveyanaSi, rac moiTxovda misi gadatvirTvisa da dazRvevisaTvis xarjebs. garda amisa, gemebis saSualebiT oqros gadazidvas sakmaod didi dro sWirdeboda, ris gamo mimwodebeli kompania kargavda im saprocento Semosavals, romelic mas SeeZlo mieRo am Tanxis bankSi ganTavsebisas. pirveli msoflio omis damTavrebamde (1918 w.) yvelaze mniSvnelovani valuta, romelic gamoiyeneboda saerTaSoriso vaWrobaSi, iyo britanuli funti sterlingi. didi britaneTi im droisaTvis iyo lideri da ekonomikuri da samxedro kuTxiT yvelaze Zlieri saxelmwifo. msoflios mravali msxvili kompania savaWro garigebebze angariSsworebas axorcielebda an oqroTi an britanuli funtiT. amitom am droisaTvis moqmed saerTaSoriso savaluto sistemas xSirad uwodebdnen sterlingur oqros standarts (sterling-based gold standart). funti sterlingis roli msoflioSi gaZlierda britaneTis imperiis gafarToebis Sedegad. didi britaneTis saxelmwifo droSa aRmarTuli iyo mraval qveyanaSi, kerZod: kanadaSi, avstraliaSi, axal zelandiaSi, honkongSi, singapurSi, indoeTSi, pakistanSi, bangladeSSi, keniaSi, zimbabveSi, samxreT afrikaSi, gibraltarSi, bermundis kunZulsa da belizSi. TiToeul am koloniaSi britanuli bankebi xsnidnen Tavis filialebs da funt sterlings iyenebdnen Siga garigebebze angariSsworebisTvis. britanuli valutisadmi msoflio masStabiT maRali ndobis gamo, XIX sauku- 403 neSi londoni gaxda ZiriTadi saerTaSoriso safinanso centri da dRemde inarCunebs am mdgomareobas. oqros standartis kraxi. pirveli msoflio omis dros moiSala sterlinguri oqros standartis sistema. saomari moqmedebebisas mTlianad Sewyda savaWro garigebebi msxvil, ekonomikurad Zlier saxelmwifoebs Soris. samxedro moqmedebebis Sedegad gamowveuli ekonomikuri problemebis Sedegad qveynebma erTmaneTis miyolebiT daiwyes uaris Tqma TavianT valdebulebebze gaeyidaT an SeeZinaT valuta nominaluri RirebulebiT. omis damTavrebis Semdeg briuselsa (1920 w.) da genuaSi (1922 w.) ZiriTadad Zlevamosil qveynebs Soris, romlebsac im droSi gabatonebuli mdgomareoba ekavaT ekonomikaSi, xelmoweril iqna SeTanxmeba omamde arsebuli oqros standartis dabrunebis Sesaxeb. mraval qveyanaSi, maT Soris, aSS-Si, did britaneTsa da safrangeTSi kvlav iqna miRebuli oqros standarti, miuxedavad imisa, rom am droisaTvis evropaSi adgili hqonda maRal inflacias, umuSevrobas da politikur arastabilurobas. miuxedavad amisa, oqros standartis aRdgena moklevadiani aRmoCnda ekonomikuri ryevis gamo, romlis dasawyisi iyo didi depresia. didi britaneTis centralurma bankma ver uzrunvelyo misi valdebulebebis Sesruleba funti sterlingis fiqsirebuli gacvliTi kursis uzrunvelyofis mxriv. 1931 wlis seqtemberSi bankma SemoiRo funt sterlingis mcuravi kursi. es niSnavda, rom funti sterlingis gacvliTi kursi unda gansazRvruliyo miwodebisa da moTxovnis faqtorebTan kavSirSi. am droidan inglisis bankma Sewyvita britanuli qaRaldis fulis gacvla oqroze nominaliT. didi britaneTis mier oqros standartze uaris Tqmis Semdgom etapze warmoiSva e.w. `sterlinguri zona~, romelic moicavda qveyanaTa jgufs (upiratesad britanuli Tanamegobrobis wevrebs), romlebmac TavianTi valuta miabes funt sterlings da sakuTar sterlingur an404 gariSebs iyenebdnen valutis saerTaSoriso rezervis saxiT. sxva qveynebma TavianTi valuta miabes aSS dolars an frangul franks. saerTaSoriso savaluto sistemis harmoniuloba daiwyo TandaTanobiT imis mixedviT, Tu rogor daiwyo zogierTma qveyanam (maT Soris, aSS, safrangeTi, didi britaneTi, belgia, latvia, niderlandebi, Sveicaria da italia) erovnuli valutis devalvacia samamulo warmoebis saqonlis konkurentunarianobis amaRlebis mizniT. erovnuli valutis oficialuri kursis xelovnuri Semcirebis meSveobiT TiToeuli am qveynidan cdilobda msoflio bazarze eqsportirebuli TavianTi saqonlis fasis Semcirebas, eqsportis stimulirebisa da importis moculobis Semcirebis mizniT. magram mas Semdeg, rac sxva qveynebmac moaxdines TavianTi valutebis devalvacia, am gziT mogebis miReba SeuZlebeli gaxda. cxadia, rom Tu ori qveynidan TiToeulma erovnuli valutis devalvacia moaxdina 10 procentiT, arc erT maTgans ar SeuZlia konkurentuli upiratesobebis miReba, ramdenadac am ori qveynis valutiT gamoxatuli fasebi erTmaneTis mimarT ucvleli rCeba. garda amisa, mraval qveyanaSi aweul iqna tarifebi im imediT, rom es uzrunvelyofda im samamulo sawarmoebSi dasaqmebas, romlebic konkurentunariani iyvnen saSinao bazarze. imis mixedviT, rac ufro meti da meti qveynebi mimarTavdnen mezobeli qveynebis gakotrebas (beggar-thy-neighbor), saerTaSoriso vaWrobis moculoba mcirdeboda, rac uaryofiT gavlenas axdenda saeqsporto dargebSi dasaqmebaze. am process Tan sdevda kidev ufro cudi mdgomareoba: warmoqmnil saerTaSoriso ekonomikur konfliqtebs swrafad mohyva saerTaSoriso samxedro konfliqti — 1939 wels daiwyo meore msoflio omi. breton-vudsis epoqa. jer kidev meore msoflio omis damTavrebamde, 1944 wels, msoflios 44 qveynis warmomadgeneli Seikriba sakurorto qalaq breton-vudsSi (aSS), raTa Camoeyalibebina iseTi omisSemdgomi garemo, 405 romelic xels Seuwyobda mSvidobas da ekonomikis aRmavlobas. konferenciis monawileebi SeTanxmdnen principulad axal safuZvelze oqros standartis aRdgenis Sesaxeb. garda amisa, am konferenciaze miRweul iqna SeTanxmeba ori axali saerTaSoriso organizaciis Seqmnis Sesaxeb, romelTa amocana iqneboda ekonomikisa da saerTaSoriso savaluto sistemis aRdgenisadmi mxardaWera. axlad Seqmnil organizaciebs ewoda: ganviTarebisa da rekonstruqciis saerTaSoriso banki da saerTaSoriso savaluto fondi. ganviTarebisa da rekonstruqciis saerTaSoriso banki (grsb) (International Bank for Reconstruction and Development, IBRD) – aseTia msoflio bankis (World Bank) oficialuri saxelwodeba. 1945 wels daarsebuli msoflio bankis Tavdapirvel amocanas Seadgenda evropis saxelmwifoebis omisSemdgomi ekonomikis aRdgenis dafinanseba. marSalis gegmis xelSewyobiT es amocana msoflio bankma Seasrula 50 wlebis Sua periodisaTvis. Semdgom amisa, msoflio bankis winaSe sxva misia iqna dayenebuli: ganviTarebadi qveynebis ekonomikis ganviTarebisaTvis xelSewyoba. Tavisi misiis gafarToebis Sesabamisad droTa viTarebaSi msoflio bankis mier daarsebul iqna masSi Semavali sami organizacia: • ganviTarebis saerTaSoriso asociacia; • saerTaSoriso finansuri korporacia; • mravalmxrivi saagento investiciebis garantirebisaTvis. msoflio bankTan erTad am samma organizaciam Seqmna msoflio bankis jgufi (World Bank Group). msoflio banki 2009 wlis 1 ianvrisaTvis aerTianebda 187 wevr-qveyanas. masSi gawevrianebisaTvis saWiroa, rom qveyana iyos saerTaSoriso savaluto fondis wevri. msoflio bankSi miRebis gadawyvetilebis procesi efuZneba Sewonili xmebis sistemas, romelic gamoxatavs wevri-qveynebis ekono406 mikur siZlieres da maT wvlils bankis saqmianobaSi. dReisaTvis aSS-s wili 16%-ia, iaponiis - 8%, germaniis - 5%, safrangeTis da didi britaneTis - 4-4%, Semdeg modis CineTi - 3%, indoeTi - 3%, italia - 3%, kanada - 3%, ruseTi 3%, saudis arabeTi - 3%, niderlandebi - 2%, brazilia — 2,5%, xolo belgiaze, espaneTze, Sveicariaze, avstraliaze, iranze, venesuelaze, meqsikaze, argentinaze modis 1,2-2%, sxva danarCen qveynebze - 30%. drodadro, qveynebis ekonomikuri siZlieris cvlilebisa da axali qveynebis wevrad miRebis kvalobaze, xdeba xmebis woniTi koeficientis gadafaseba. msoflio banki fuls sesxulobs kapitalis saerTaSoriso bazarze. miwodebuli kreditebidan miRebuli procentebiT xdeba misi sakredito SesaZleblobaTa gafarToeba. debulebis Tanaxmad msoflio banki gamoyofs ori saxis kredits: investiciur kredits da kredits ganviTarebis miznisaTvis. investiciuri krediti gamoiyofa saqonlis, samuSaos da momsaxurebis sawarmoeblad, xolo krediti ganviTarebis miznisaTvis (adre mas uwodebdnen kredits struqturuli gardaqmnebisaTvis) gamoiyofa politikuri da instituciuri reformebisaTvis. msoflio banks ar aqvs ufleba gamoyos saxsrebi sagareo-savaWro deficitis dasafaravad, magram mas SeuZlia daafinansos infrastuqturis ganviTarebis proeqtebi (rkinigzis da portebis mSenebloba da sxva). aseTi kreditebiT igi xels uwyobs sesxis mimRebi qveynis erovnuli ekonomikis ganviTarebas. msoflio banks SeuZlia krediti gasces mxolod qveynis mTavrobaze anda proeqtebis realizaciaze, romlis mxardamWeria mTavroba. msoflio banki efuZneba `konservatiul sakredito politikas~ (hard loan policy), rac niSnavs bankis mier kreditebis gacemas mxolod maRali rwmenis qveS, rom sesxi iqneba dafaruli. 50-ian wlebSi msoflio bankis sakredito politika Raribi qveynebis kritikis sagani gaxda, radgan dabali iyo maTi xelmisawvdomoba kreditisadmi. am kritikis pa407 suxad msoflio bankma 1960 wels daafuZna ganviTarebis saerTaSoriso asociacia. garda msoflio bankisa, moqmedeben agreTve ganviTarebis regionuli bankebi: afrikis ganviTarebis banki (African Development Bank); aziis ganviTarebis banki (Asian Development Bank), amerikaTaSorisi ganviTarebis banki (Inter-American Development Bank). es organizaciebi xels uwyoben TavianT regionebSi dabalSemosavliani qveynebis ekonomikur ganviTarebas. bolo periodSi dasavleT evropis saxelmwifoebis mier daarsebul iqna regionuli ganviTarebisa da rekonstruqciis evropuli banki (Europen Bank for Reconstruction and Development, EBRD), romlis amocanaa komunisturi reJimis dacemis Semdeg centralur da aRmosavleT evropis qveynebis rekonstruqciisTvis xelSewyoba. ganviTarebis regionuli bankebi bevr SemTxvevaSi ekonomikuri ganviTarebis programebis realizacias axdenen msoflio bankTan mWidro TanamSromlobiT. dolaris oqros standarti. saerTaSoriso savaluto fondma da msoflio bankma Seqmnes omisSemdgomi savaluto sistemis organizaciuli safuZveli. garda amisa, breton-vudsis konferenciis monawileebi Seecadnen gamoecadaT am sistemis praqtikaSi muSaobis SesaZlebloba. konferenciis monawile yvela qveyanam gamoTqva Tanxmoba erovnuli fulis erTeulis oqrosTan mibmis Sesaxeb. aSS dolaris nominaluri Rirebuleba dadginda erT unciaze 35 dolaris moculobiT. amave dros, mxolod aSS uzrunvelyofda Tavisi valutis moculobas oqroTi nebismieri ucxo qveynis centraluri bankis moTxovnis Tanaxmad. amrigad, amerikuli dolari gaxda breton-vudsis sistemis ZiriTadi qvakuTxedi. es aixsneba imiT, rom omisSemdgom pirvel wlebSi mxolod aSS dolari da kanaduri dolari warmoadgendnen konvertirebad valutas (convertible currency), anu iseT valutas, romelic nebismieri samarTlebrivi SezRudvis pirobebSi SeiZleba gaicvalos sxva 408 qveynis fulis erTeulze. mraval qveyanaSi darwmunebulebi iyvnen amerikuli ekonomikis simtkiceSi da amitomac uyoymanod Rebulobdnen amerikul dolars garigebebze angariSsworebis gansaxorcieleblad. britanuli funt sterlingis analogiurad me-XIX s.-Si dolari gaxda umetesi saerTaSoriso garigebebis angariSsworebis ganxorcielebis upiratesi saSualeba. SeiZleba iTqvas, rom breton-vudsis konferenciis erT-erTi Sedegi iyo dolarze dafuZnebuli oqros standartis daweseba. ramdenadac yvela qveyanaSi dadgenili iyo erovnuli valutis nominaluri Rirebuleba, breton-vudsis SeTanxmebis dadebis Sedegad moxda fiqsirebuli gacvliTi kursis sistemis formireba. SeTanxmebis pirobebis Tanaxmad TiToeul qveyanas Tavisi erovnuli valutis erTeulis Rirebuleba unda SeenarCunebina misi nominaluri Rirebulebis ±1 procentis farglebSi. im SemTxvevaSi, Tu fulis erTeulis sabazro fasi gavidoda am erTeulis gareT, qveyanas unda ganexorcielebina intervencia ucxouri valutis bazarze, raTa aRedgina misi nominaluri Rirebuleba. valutis gacvliTi kursis aseTi stabiluroba xelsayreli iyo saerTaSoriso kompaniebisaTvis, ramdenadac breton-vudsis sistema umetes SemTxvevaSi uzrunvelyofda TiToeuli fulis erTeulis stabilurobas. amave dros, breton-vudsis SeTanxmebiT, sagangebo mdgomareobisas qveyanas hqonda SesaZlebloba Seecvala Tavisi qveynis erovnuli valutis nominaluri Rirebuleba. amitomac, breton-vudsis sistemas xSirad uwodeben fiqsirebuli savaluto kursis regulirebis sistemas. faqtobrivad, erovnuli fulis erTeulebi mibmuli iyo oqrosTan, magram maTi gacvliTi kursis done garkveuli garemoebebis SemTxvevaSi eqvemdebareboda Secvlas. breton-vudsis sistemis kraxi. SeTanxmeba fiqsirebuli savaluto kursis SenarCunebis Sesaxeb kargad muSaobda manamde, vidre ama Tu im qveynis ekonomikis mdgomareobis pesimisturi aRqma droebiT xasiaTs ata409 rebda. magram, Tu qveyana moxvdeboda struqturuli makroekonomikuri moqmedebis zonaSi, SesaZlebeli iyo sirTuleebis warmoqmna misi fulis fiqsirebuli gacvliTi kursis SenarCunebis mxriv. magaliTad, 1960-iani wlebis bolos did britaneTSi liderobda leoboristuli mTavroba, romelic moiTxovda socialurad samarTliani politikis gatarebas. britanulma profkavSirebma miaRwies xelfasebis zrdas, Sromis pirobebis gaumjobesebas da muSaTa uflebebis dacvas. magram amave dros britaneTis kompaniebSi adgili hqonda Sromis mwarmoeblurobis Semcirebas konkurent firmebTan SedarebiT da funti sterlingis Rirebulebis dacemas. inglisis banki iZulebuli iyo savaluto bazarze gaeyida oqro da ucxouri valuta, raTa SeenarCunebina funtis kursi. amis Sedegad, mkveTrad Semcirda ucxouri valutis saxelmwifo maragi, romlis mizani iyo didi britaneTis valdebulebebis garantireba breton-vudsis SeTanxmebis Sesabamisad. valutiT movaWreebs gauCndaT eWvi, rom inglisis bankSi darezervebuli valutis maragi iwureboda. am safrTxis gaRrmavebis kvaldakval saerTaSoriso bankebs, valutiT movaWreebs da agreTve bazris sxva monawileebs daekargaT stimuli SeenaxaT britanuli fuli ucxouri valutis rezervis saxiT. aqedan gamomdinare, maT daiwyes funtis bazarze gatana, ris Sedegad warmoiSva mojadoebuli wre: inglisis banki Tavis maragebs xarjavda, raTa SeenarCunebina funtis kursi, xolo savaluto bazris monawileebi sul ufro SiSobdnen inglisis bankis gakotrebis Sesaxeb. am situacias SeeZlo gamoewvia bankSi Senatanebis masobrivi gamoTxova. cnobilia, rom bankis xelT arasodes araa sakmarisi raodenobis naRdi fuli, raTa man erTdroulad uzrunvelyos yvela valdebuleba. bankisadmi ndobis dakargvisas klienti cdilobs Tavisi Senatanis dabrunebas, ris gamo banks SeiZleba seriozuli problemebi Seeqmnas. breton-vudsis sistema uzrunvelyofda ra dabal risks savaluto bazarze TamaSisas, igi amiT uSveb410 da spekulacias `aJiotaJuri moTxovnis~ dros. magaliTad, birJis spekuliantebs, romlebic ar endobodnen inglisis banks, SeeZloT breton-vudsis SeTanxmebis Tanaxmad, maT xelT arsebuli funti gaecvalaT dolarze. isini maRal mogebas iRebdnen. im SemTxvevaSi, Tu maTi eWvi ar gamarTldeboda da inglisis banki SeinarCunebda funtis nominalur Rirebulebas, isini nebismier momentSi umniSvnelo danakardebiT kvlav moaxdendnen TavianTi dolaris maragis funtze konvertirebas. msgavsi situacia Camoyalibda 1967 wels did britaneTSi. inglisis bankma ver SeZlo winaaRmdegobis gaweva sabirJo spekulantebis mier bazarze gamotanil funtTan da iZulebuli gaxda moexdina funtis 14,3%-iani devalvacia. es niSnavda misi Rirebulebis 2,80 dolaridan 2,40 dolaramde Semcirebas. analogiuri situaciis winaSe aRmoCnda safrangeTi 1969 wels, ris gamo saWiro gaxda frankis Rirebulebis Semcireba. TandaTanobiT Tavi iCina problemebma breton-vudsis sistemis mTavar bankSi — aSS-is federalur-sarezervo sistemaSi. faqtia, rom breton-vudsis sistema eyrdnoboda dolars da masTan mimarTebaSi Seqmnilma problemebma gamoiwvia am sistemis kraxi. saqme imaSia, rom drois mcire monakveTSi oqros maragi ar izrdeboda, xolo saerTaSoriso vaWrobaSi likvidobis uzrunvelyofis erTaderT wyarod dolari rCeboda. breton-vudsis pirobiT, saerTaSoriso vaWrobaSi likviduri saSualeba damokidebuli iyo ucxoeli moqalaqeebis mzadyofnaze gaezardaT Senatanebi dolarebSi. amas isini xalisiT akeTebdnen manam, sanam amerikis oqros maragisadmi ndoba hqondaT. amitomac 50-60-ian wlebSi ucxoelebis mier bankebSi Senaxuli dolaris raodenoba mudmivad izrdeboda. moxda ise, rom ucxouri qveynebis mier amerikuli dolaris maragis zrdis Sesabamisad, adamianebs gauCndaT eWvi aSS-is mxridan breton-vudsis SeTanxmebis Tanaxmad valdebulebis SesrulebasTan dakavSirebiT. Sedegad 411 warmoiSva e.w. trifinis paradoqsi (Triffin paradox), movlena, romelic pirvelad gansazRvra belgiuri warmoSobis ielis universitetis ekonomistma robert trifinma. es paradoqsi warmoiSva gamomdinare iqidan, rom ucxo qveynebis moqalaqeebi ganicdidnen dolaris maragis zrdis aucileblobas, Tumca, rac ufro meti dolari gaaCndaT, miT ufro izrdeboda undobloba aSS-is mimarT am fulis oqroTi uzrunvelyofis SesaZleblobis Sesaxeb. rac ufro mcire iyo aSS-is mimarT ucxoelebis ndoba, miT meti iyo amerikuli dolarisagan gaTavisuflebis da Sesabamisi oqros miRebis survili. magram movlenaTa aseTi ganviTarebis pirobebSi saerTaSoriso vaWroba da saerTaSoriso savaluto sistema kraxis winaSe aRmoCndeboda. saerTaSoriso savaluto fondis wevrma qveynebma 1967 wels moilaparakes saerTaSoriso sarezervo aqtivebis formis Seqmnis Sesaxeb, romelmac miiRo saxelwodeba `nasesxobis specialuri ufleba~ (special drawing rights, SDR). aseTi sarezervo da saangariSsworebo saSualebis Seqmnis arsi mdgomareobda saerTaSoriso savaluto sistemis likvidobis zrdaSi, rac ganpirobebuli iyo dolarze, romelic asrulebda sarezervo valutis funqcias, moTxovnilebis SemcirebiT. ssf-is wevr qveynebs SeuZliaT gamoiyenon SDR rogorc fuladi erTeuli ssf-is farglebSi ganxorcielebuli oficialuri angariSsworebisas, amitom am erTeuls zogjer `qaRaldis oqros~ uwodeben. SDR-is Rirebuleba yoveldRiurad gaiangariSeba rogorc oTxi wamyvani valutis (aSS dolari, evro, iaponuri ieni, britanuli funti) sabazro Rirebulebis saSualo Sewonili woniTi koeficientis bazaze, romelic gadaisinjeba xuT weliwadSi erTxel. evros SemoRebamde am jgufSi Sedioda germanuli marka da FRF. SDR-is struqturaze 1981-2010 wlebSi warmodgenas iZleva qvemoTmoyvanili cxrili: 412 SDR -is fasi sxvadasxva valutaSi (frCxilebSi valutis wona procentebSi SDR kalaTaSi)55 periodi USD DEM JPY GBP FRF 19811985 19861990 19911995 19961998 0.540 (42 %) 0.452 (42 %) 0.572 (40 %) 0.582 (39 %) 0.460 (19 %) 0.527 (19 %) 0.453 (21 %) 0.446 (21 %) 34.0 (13 %) 33.4 (15 %) 31.8 (17 %) 27.2 (18 %) 0.0710 (13 %) 0.0893 (12 %) 0.0812 (11 %) 0.1050 (11 %) 0.740 (13 %) 1.020 (12 %) 0.800 (11 %) 0.813 (11 %) periodi USD EUR JPY GBP 19992000 20012005 20062010 0.5820 (39 %) 0.5770 (45 %) 0.6320 (44 %) 0.3519 (32 %) 0.4260 (29 %) 0.4100 (34 %) 27.2 (18 %) 21.0 (15 %) 18.4 (11 %) 0.1050 (11 %) 0.0984 (11 %) 0.0903 (11 %) nasesxobis specialuri uflebis SemoRebam gazarda saerTaSoriso savaluto sistemis likvidoba, magram man ver gadawyvita Warbi dolaris problema, romelic gaaCnda ucxouri saxelmwifoebis moqalaqeebs. 70-iani wlebis Sua periodSi dolaris stabilurobisadmi undoblobis gamo breton-vudsis sistema seriozulad Seirya. mokle droSi aSS iZulebuli gaxda gaeyida Tavisi oqros maragis mesamedi, raTa SeenarCunebina dolaris Rirebuleba arsebul doneze. msoflio savaluto bazris monawileebisaTvis cxadi gaxda, rom aSS-is ar gaaCnda sakmarisi raodenobis oqros maragi, raTa daekmayofilebina dolaris oqroze gadacvlis yvela msurveli. 1971 wlis 15 agvistos prezidentma niqsonma gaakeTa gancxadeba, rom aSS ar gacvlis uncia oqros 35 dolarad. es iyo breton-vudsis sistemis dasasruli. 55 http://www.imf.org/external/exr/facts/sdr.htm 413 amis Semdgom valutebis didi nawilis kursma daiwyo cocva, xolo maTi Rirebuleba ganisazRvreboda savaluto bazarze miwodeba-moTxovnis doniT. dolaris kursi msoflios TiTqmis yvela wamyvani valutis mimarT daeca. miuxedavad amisa, msoflios qveynebi jer kidev ar iyvnen mzad uari eTqvaT fiqsirebuli savaluto kursis sistemaze. 1971 wels smitsonovskis institutis konferenciaze (q. vaSingtoni) (Smithosonian Conference) 11 wamyvani qveynis (aSS, iaponia, germania, didi britaneTi, safrangeTi, italia, kanada, niderlandebi, Sveicaria, belgia.) centraluri bankebis warmomadgenlebma moilaparakes fiqsirebuli gacvliTi kursis sistemis aRdgenis Taobaze, oRond am qveynebis valutebis Secvlili Tanafardobis bazaze. aSS dolaris Rirebuleba daeca oqrosTn SefardebiT (38 dolari erTi uncia oqro), magram dolarma Zveleburad mainc ver SeZlo oqroSi konvertireba, xolo myari valutebis (iseTis, rogoric ienaa) nominaluri Rirebuleba gaizarda. garda amisa, nebadarTuli iyo valutebis kursis ryeva maTi axali nominaluri Rirebulebis mimarT 2,25 %-is diapazonSi, breton-vudsis SeTanxmebiT dadgenili 1%-is nacvlad. amasTanave, bazris subieqtebma eWvi Seitanes smitsonovskis konferenciiT dadgenili valutebis axali nominaluri Rirebulebis safuZvlianobaSi. birJis spekulantebis azriT dolarisa da funtis kursi xelovnurad iqna gazrdili, ris gamo daiwyes am orive valutis maragis gayidva da dagroveba im valutebisa, romelTa kursi maT Semcirebulad miiCnies (Sveicariuli franki da germanuli marka). inglisis bankma ver SeZlo funtis 2,25%-is diapazonSi SenarCuneba da 1972 wels iZulebuli gaxda misi kursi Seemcirebina. 1973 wlis dasawyisSi moxda Sveicariuli frankis kursis zrda, xolo amave wlis TebervalSi aSS-Si ganxorcielda dolaris 10%-iani devalvacia. erTi Tvis Semdeg yvela centralurma bankma aRiara, rom isini ver uweven winaaRmdegobas Tavisufal bazars da miiRes gadawyvetileba moqnili sa414 valuto kursis SemoRebis aucileblobis Sesaxeb. es niSnavda mcurav savaluto kursze gadasvlas, anu valutis kursis gansazRvras miwodeba-moTxovnis Tanafardobis mixedviT. 1973 wlidan bankebi upiratesad am modelze gadavidnen, Tumca zogierTi qveynis centraluri banki cdilobda erovnuli valutis gacvliTi kursis SenarCunebas savaluto bazarze valutis yidva-gayidvis meSveobiT. savaluto kursis aseT xelovnur SenarCunebas centraluri bankis mier intervenciis meSveobiT uwodeben regulirebad savaluto kurss (managed float). iamaikis SeTanxmeba. moqnili savaluto kursis sistema dakanonda 1976 wlis ianvarSi Catarebul iamaikis (kunZuli-saxelmwifo centralur amerikaSi) saerTaSoriso konferenciaze. aq miRebuli iamaikis SeTanxmebis (Jamaica Agreement) Tanaxmad TiToeul qveyanas SeuZlia Tavad airCios savaluto kursis is sistema, romelic ukeTesad Seesabameba qveynis moTxovnebs. aSS-ma airCia savaluto kursis mcuravi sistema, sxva qveynebma ki upiratesoba mianiWes fiqsirebul savaluto kurss erovnuli valutis aSS dolarTan, frangul frankTan an sxva romelime valutasTan mibmiT. sayuradReboa evrokavSiris (EC) wevri qveynebis mier miRebuli strategia, romlis Tanaxmad savaluto urTierTobaTa daregulirebis mizniT 1979 wels Seiqmna evropuli savaluto sistema (European Monetary System, EMS). am sistemaSi Semavali umetesi qveyna gaxda evropuli kavSiris savaluto kursis meqanizmis (exchange rate mechanism, ERM) wevri, romlebmac aiRes valdebuleba mxari dauWiron TavianTi valutis fiqsirebul gacvliT kurss erTmaneTis mimarT nominaluri Rirebulebidan gadaxris viwro diapazonSi (2,25 %), agreTve moqnil kurss dolarisa da sxva valutebis mimarT. savaluto kursis meqanizmma xeli Seuwyo 1999 wels EC erTiani valutis — evros SemoRebas. 415 Tanamedrove saerTaSoriso savaluto sistemaSi fiqsirebuli da moqnili savaluto kursis sistemebi Tanaarsebobs. EC-is qveynebis didma nawilma miiRo erTiani fulis erTeuli, xolo sxva qveynebma nebayoflobiT airCies fiqsirebuli savaluto sistema dolaris, evros an sxva valutebis mimarT. kanadam, iaponiam, britaneTma da aSS-ma upiratesoba mianiWes savaluto kursis mcurav sistemas. Sesabamisad, Tanamedrove saerTaSoriso savaluto sistemis pirobebSi erTi jgufis qveynebis valutis kursi meryeobs meore jgufis qveynebis savaluto kursis mimarT. magaliTad, aSS dolaris kursi, agreTve sxva aSS dolarTan mibmuli valutebis kursi, meryeobs evros da sxva valutebis mimarT, romlebic mibmulia evrosTan. aRsaniSnavia, rom iamaikis SeTanxmebis Sedegad formirebuli saerTaSoriso savaluto sistema yovelTvis rodi akmayofilebs yvela qveynis centralur banks, ris gamo isini xSirad ikribebian arsebuli uTanxmoebebis dasaregulireblad. mag., aSS Cioda, rom dolaris maRali kursi amuxruWebs amerikuli saeqsporto saqonlis konkurentunarianobas, aseve iaf ucxour saqonels aZlevs saSualebas miayenos zarali aSS-is sxvadasxva dargebs. es iyo 1985 wels niu-iorkis `plazas SeTanxmebisa~ (Plaza Accord) safuZveli, romlis Tanaxmadac dasavleTis 5 qveynis centraluri banki SeTanxmda, rom aSS-s darTavs nebas, Semcirdes dolaris kursi savaluto bazarze. es praqtikulad ganxorcielda da 1987 wels dolaris kursi swrafad daeca - 46 procentiT germanuli markis mimarT da 41 procentiT iaponuri ienis mimarT. imis SiSiT, rom dolaris Semdgomi devalvacia msoflio vaWrobas krizisamde miiyvans, 6 qveynis (kanada, safrangeTi, germania, iaponia, didi britaneTi, aSS) finansTa ministrebma 1987 wels parizSi miiRes luvris SeTanxmeba (Louvre Accord), romlis Tanaxmad maT aiRes dolaris kursis stabilizaciis valdebuleba. miuxedavad amisa, 1990 wels savaluto bazarze kvlav iCina Tavi rigma problemebma sparseTis 416 yureSi saomari moqmedebebis Sedegad. wamyvani valutebis kursi saukunis miwurulamde ganagrZnobda ryevas. savaluto kursis ryeva did rols TamaSobs saerTaSoriso kompaniebis saqmianobaSi. rodesac samamulo valutis kursi savaluto bazarze izrdeba, am kompaniebs uWirT TavianTi saqonlis eqsportireba, rTuldeba Siga bazris dacva saqonlis importis muqarisagan; maTTvis xelsayrelia gaitanon warmoeba ucxoeTis qveynebSi. adgilobrivi valutis kursis Semcireba iwvevs sawinaaRmdego Sedegebs. 13.2. saerTaSoriso savaluto bazari ucxouri valutis ekonomikuri Sinaarsi. ucxouri valuta (foreign exchange) – aris saqoneli, romelic mimoiqceva sxva qveyanaSi valutis saxiT. iseve rogorc sxva saxis saqonelze, ucxour valutaze fasi dgindeba bazarze formirebuli miwodeba-moTxovnis Tanafardobis Sesabamisad. saerTaSoriso biznesi qveynis Siga saqmiani operaciebisagan ZiriTadad gansxvavdeba imiT, rom igi komerciuli operaciebis ganxorcielebisas iyenebs erTze met valutas. magaliTad, inglisis erTi romelime univermaRi, rodesac Seisyidis macivrebs qveynis SigniT arsebuli sawarmodan, iyenebs inglisur funt sterlings. magram Tu igi macivrebis SeZenas apirebs amerikaSi arsebuli sawarmodan, angariSsworeba unda moaxdinos aSS dolarSi. amisaTvis ki inglisur univermaRs dasWirdeba funti sterlingis gacvla aSS dolarze. aseTi gacvlisaTvis arsebobs savaluto bazari, sadac xdeba sxvadasxva qveynebis valutebis gacvla. aseTi savaluto bazari xels uwyobs agreTve saerTaSoriso investiciur saqmianobas da kapitalis moZraobas. kompaniebs saSualeba aqvT sxvadasxva qveyanaSi arsebuli kapitalis bazrebidan dabal 417 procentebSi aiRon krediti da Semdeg savaluto bazarze gacvalon igi nebismier sxva saWiro valutaze. valutebis gacvla xdeba savaluto kursis Sesabamisad, romelic warmoadgens valutebis wonasworul fass, anu erTi qveynis valutis fass, gadaangariSebuls meore qveynis valutaze. valutebis kursi yoveldRiurad qveyndeba msoflios sxvadasxva saxis gamocemebSi. valutis kursis kotireba xdeba ori xerxiT. valutis pirdapiri gacvliTi kursi (direct exchange rate), anu pirdapiri kotireba (direct quote) – aris ucxouri valutis fasi, gamoxatuli erovnul valutaSi. valutis iribi gacvliTi kursi (indirect quote) – aris erovnuli valutis fasi gamoxatuli ucxouri valutis erTeulSi. maTematikurad pirdapiri da arapirdapiri kotireba urTierTSebrunebuli sidideebia. praqtikaSi zogierTi valutis kursi, rogorc wesi, ganisazRvreba pirdapiri kotirebis principiT, xolo sxva valutebis — iribi (arapirdapiri) kotirebis principiT. magaliTad, aSS-Si miRebulia britanuli funtis pirdapiri kotirebis praqtika, maSin rodesac, iaponuri ienisaTvis gamoiyeneba iribi kotireba. imisaTvis, rom erTmaneTSi ar agverios valutis pirdapiri da iribi kursis cneba, saWiroa gvaxsovdes, rom saqonlis SeZenisas Cveulebriv pirdapiri kotireba gamoiyeneba. magaliTad, rodesac viZenT Saqars, saqme gvaqvs pirdapir kotirebasTan: 1 kg Saqari Rirs 2 dolari. iribi kotireba am SemTxvevaSi tolia 0,5 kg Saqari erT dolarad. savaluto bazris struqtura. savaluto bazari moicavs msoflios sxvadasxva qveyanaSi brunvadi valutebis myidvelebs da gamyidvelebs. am bazris monawilea nebismieri subieqti, romelsac gaaCnia erTi qveynis valuta da surs gadacvalos igi sxva valutaze. Tanamedrove etapze valutebis gacvla masStabur saxes iRebs. msoflio vaWrobis moculoba ucxour valutaSi daaxloebiT 1-1,5 trilion aSS dolars Seadgens. yvelaze msxvili sa418 valuto bazari arsebobs londonSi, Semdeg modis niuiorki, tokio da singapuri. am oTx qalaqze modis ucxouri valutiT msoflio vaWrobis 70 procentamde. amasTan, savaWro operaciebis daaxloebiT 90 procentamde xorcieldeba aSS dolaris monawilebiT. savaluto bazarze dolaris aseTi mdgomareoba ganapiroba misma rolma breton-vudsis sistemaSi. ramdenadac dolari monawileobs yidva-gayidvis garigebebis umetes nawilSi, man savaluto bazarze miiRo ZiriTadi savaluto garigebebis (transaction currency) statusi. savaluto bazris struqtura SeiZleba Semdegnairad warmovadginoT56: savaluto bazris struqtura 56 ramdenadac TiToeul operaciaSi monawileobs ori valuta, erToblivi procenti 200%-is tolia. 419 msoflio savaluto bazris msxvili monawileebia safinanso centrebSi (sidnei, tokio, honkongi, singapuri, bahreini, frankfurti, ciurixi, londoni, niu-iorki, Cikago, san-francisko) ganlagebuli bankebi. maT mogebaSi did adgils ikavebs savaluto bazarze ganxorcielebuli operaciebidan miRebuli Semosavali, romelic miiReba sxvaobisgan _ myidvelis mier ucxour valutaze SeTavazebul fassa da im fass Soris, romelic gamyidvelis mier iqna miRebuli. zogierT SemTxvevaSi saerTaSoriso bankebis TanamSromlebi moqmedeben rogorc savaluto spekulantebi. kerZod, isini amtkiceben, rom maT SeuZliaT winaswar ganWvriton, Tu romeli mimarTulebiT moxdeba valutis kursis ryeva. aseT situaciaSi bankebs uzarmazari mogebis miRebis SesaZlebloba aqvs, Tumca igi yovelTvis dakavSirebulia maRal riskTan. saerTaSoriso bankebi warmoadgenen mTavar moTamaSeebs sabiTumo savaluto bazarze. isini deben garigebebs rogorc sakuTari saxeliT, aseve msxvili komerciuli klientebis saxeliT. bankTaSorisi garigebebi, romlebic, rogorc wesi, 1 mln dolarze naklebi araa, Seadgenen yvela savaluto garigebebis umetes nawils. savaluto operaciis ganxorcielebisas bankebs SeuZliaT gamoiyenon damoukidebeli savaluto brokerebis momsaxureba. brokerebi bankebs awvdian informacias sxvadasxva valutebis fasebze, amyareben kontaqtebs ucxouri valutis myidvelebsa da gamyidvelebs Soris. saerTaSoriso bankebi mniSvnelovan rols TamaSoben agreTve sacalo savaluto bazarze, deben xelSekrulebebs kerZo klientebTan ucxo valutis yidva-gayidvaze. savaluto operaciebTan dakavSirebuli bankis klientebi SeiZleba dajgufdes Semdegnairad: • komerciuli klientebi — aseTi klientebisaTvis savaluto operaciebi warmoadgens maTi Cveulebrivi komerciuli saqmianobis nawils, iseTs rogoricaa saqonlis 420 da momsaxurebis eqsporti an importi, ucxouri kapitalis da aqtivebis Sesyidva an gayidva da a.S. komerciul klientebs SeuZliaT savaluto bazari gamoiyenon aseve riskis hejirebisaTvis (SemcirebisaTvis), romelic gamowveulia im valutebis gacvliTi kursebis araxelsayreli cvlilebebiT, romlebic momavalSi unda gadaixadon anda miiRon garkveuli Tanxa komerciuli garigebebis safuZvelze; • savaluto spekulantebi — fizikuri da iuridiuli pirebi, romlebic ewevian savaluto spekulaciebs im mizniT, rom ucxouri valutiT vaWrobisas miiRon spekulaciuri mogeba savaluto kursebis sxvaobaTa safuZvelze. isini gaazrebulad midian savaluto riskze im garantiiT, rom maT SeuZliaT sworad daaprognozon valutis sabazro kursis cvlileba. aseTi spekulacia SeiZleba aRmoCndes Zalian xelsayreli, Tumca, am tipis operaciebi ucxouri valutiT xasiaTdeba Zalian maRali riskiT. • arbitrebi — fizikuri da iuridiuli pirebi, romelTa mizania mogebis miReba sxvadasxva bazrebze ucxouri valutebis gacvliTi kursis umniSvnelo sxvaobebis Sedegad. arbitrebi cdiloben mogebis miRebas minimaluri riskiT, rasac aRweven erT bazarze valutis dabal fasSi SeZeniT da sxva bazarze misi ufro maRal fasSi gayidviT. saxelmwifo centraluri bankebi da finansTa saministroebi aseve warmoadgenen mniSvnelovan moTamaSeebs savaluto bazarze. oqros standartisa da breton-vudsis sistemis pirobebSi centraluri bankebi axorcieleben intervenciebs savaluto bazarze erovnuli valutis sabanko kursis nominaluri Rirebulebis siaxlovesTan SenarCunebis mizniT. analogiurad moqmedeben is qveynebi, romlebmac TavianTi valuta miabes sxva qveynis valutas da isinic, romlebmac SemoiRes mcuravi savaluto kursi. qveynis Siga kanonmdeblobiT SeiZleba SeizRudos erovnuli valutiT vaWroba saerTaSoriso savaluto ba421 zarze. valutas, romelic Tavisuflad mimoiqceva savaluto bazarze, ewodeba Tavisuflad konvertirebadi (convertible currency) anda myari valuta (hang currevcy). aseTebia evrokavSiris qveynebis valutebi, kanaduri dolari, Sveicariuli franki, iaponuri iena da aSS dolari. valuta, romlis yidva da gayidva Znelia savaluto bazarze qveynis Siga kanonmdeblobiT SezRudulobis gamo, an kidev imis gamo, rom ucxoelebs ar surT TavianTi danazogebi Seinaxon am valutaSi, ewodeba arakonvertirebadi valuta (inconvertible currency) anda aramdgradi valuta (soft currency). am kategorias miekuTvneba mravali ganviTarebadi qveynis erovnuli valuta. spotbazrebi da forvarduli bazrebi. mravali saerTaSoriso komerciuli operacia iTvaliswinebs gadaxdebs (angariSsworebas) momavalSi. aseTia magaliTad, operaciebi dakreditebaze da Sesyidvebi kreditiT. cxadia, breton-vudsis sistemaze uaris Tqmis Semdeg, savaluto kursebis ryevadoba tipuri movlenaa, ris gamo aseTi saerTaSoriso operaciebi maRali riskis Semcvelia. dRevandel savaluto bazarze valutebiT vaWroba SeiZleba ganxorcieldes dauyovneblivi miwodebiT, anda momavalSi dadgenil droSi miwodebiT. spotbazari (spot market) – anu sxvanairad naRdi operaciebis bazari — warmoadgens bazars, sadac xorcieldeba savaluto garigebebi, romlebic dauyonebliv Sesrulebas eqvemdebareba (rogorc wesi, 2 dReSi). spot-operaciebze (naRd operaciebze) yvela ucxouri savaluto operaciis daaxloebiT 40 procenti modis. forvarduli bazari (forvard market) iseTi bazaria, sadac xorcieldeba savaluto operaciebi, romlebic unda dasruldes momavalSi drois gansazRvruli momentisaTvis. savaluto bazrebze da presaSi, rogorc wesi, qveyndeba ucxouri valutebis fasebi, romelTa miwodeba ganxorcieldeba 30, 90 da 180 dRis Semdeg. 422 forvarduli bazris bevri monawile svopis tipis savaluto operaciebs axorcielebs. svopoperacia (swop transaction) iseTi operaciaa, romlis procesSi erTdroulad xorcieldeba erTi da imave valutis yidva-gayidva, magram maTi miwodeba xdeba sxvadasxva dros. magaliTad, savaluto svop-operaciis procesSi amerikuli samrewvelo kompania, romelic iRebs kredits erT-erTi britanuli bankidan 10 mln funti sterlingis moculobiT 30 dRis vadiT, yidis 10 mln funt sterlings spotbazarze, raTa miiRos Tavis gankargulebaSi ekvivalenturi Tanxa aSS dolarebSi da imavdroulad yidulobs 10 mln funt sterlings (plius im Tanxis funtebSi, romelic man unda daufaros banks procentis saxas) 30 dRian forvardul bazarze, raTa dafaros funtebSi denominirebuli Tavisi krediti. savaluto bazarze kompaniebis mier momavalSi ucxouri valutis miRebis kidev ori meqanizmi arsebobs. erT-erTi aseTi meqanizmia savaluto fiuCersi (currency futures), romelic mudmivad kotirdeba mraval savaluto birJaze. es garigeba Zalian waagavs forvardul kontraqts, magram misgan gansxvavdeba imiT, rom savaluto fiuCersi gaTvaliswinebulia valutis standartul Tanxaze (magaliTad, 12,5 mln iaponuri iena, anda 125 aTasi Sveicariuli franki) da aqvs miwodebis standartuli vada (mag., yoveli Tvis mesame samSabaTs garigebis meti vadis ganmavlobaSi). savaluto fiuCersi naklebad gamoiyeneba savaluto bazarze (yvela operaciis daaxloebiT erTi procenti). savaluto bazris meore meqanizmia savaluto opcioni (currency option), romelic kompanias aZlevs uflebas (magram ar avaldebulebs) iyidos an gayidos ucxouri valutis garkveuli raodenoba mocemul fasSi garkveuli drois ganmavlobaSi. opcioni yidvaze (call option) – aris iseTi kontraqti, romelic mis mflobels aZlevs uflebas, SeiZinos ucxouri valuta. opcioni gayidvaze (put 423 option) – aris iseTi kontraqti, romelic mis mflobels aZlevs uflebas gayidos ucxouri valuta. savaluto opcionebi Tavisuflad kotirdeba msoflios yvela birJaze. magaliTad, opcionebi kanaduri dolaris gayidvaze da yidvaze xelmisawvdomia Cikagos sasaqonlo birJaze (kontraqtis moculoba 100 000 kanaduri dolaris tolia) da a.S. savaluto opcionebze modis savaluto bazrebze ganxorcielebuli yvela operaciis daaxloebiT 5 procenti. forvarduli bazari, savaluto opcionebi da savaluto fiuCersebi xels uwyobs saerTaSoriso savaWrosainvesticio procesebs imiT, rom kompaniebs saSualebas aZlevs moaxdinon savaluto riskis hejireba (Semcireba), romelic Tan axlavs saerTaSoriso garigebebs. saerTaSoriso praqtikaSi farTod gamoiyeneba spotkursis kategoria. spotkursi (Spot rate) aris erTi saxelmwifos valutis fasi, gamoxatuli meore saxelmwifos valutaSi, dadgenili garigebebis gaformebis dros, romelic dauyonebliv unda iqnas miwodebuli (gadaxdili). igi gviCvenebs, ramdenad maRalia erovnuli valutis fasi qveynis gareT operaciebis ganxorcielebis momentisaTvis. ucxouri valutis forvarduli kursi metwilad gansxvavdeba misi spotkursisagan. Tu forvarduli kursi (warmodgenili pirdapiri kotirebis saxiT) naklebia spotkursze, valuta iyideba forvarduli fasdaTmobiT, anu forvarduli diskontiT (forvard discount). Tu forvarduli kursi aRemateba spotkurss, valuta iyideba forvarduli danamatiT, anu forvarduli premiiT (forvard premium). magaliTi: davuSvaT, rom britanuli funtis spotkursi 2009 wlis 6 agvistosaTvis Seadgenda 1,6099 aSS dolars, rac niSnavs funtis gayidvas forvarduli fasdaTmobiT. wliuri gaangariSebiT forvarduli danamati an daTmoba SeiZleba gaangariSebul iqnas Semdegi formuliT: 424 Q= Pi − Ps xn , sadac, Ps Q-aris forvarduli danamati an fasdaTmoba wliuri gaangariSebiT; Pi-samTviani forvarduli kursi (=$1,6004); Ps- spotkursi (=$1,6009); n-wlis ganmavlobaSi forvarduli periodis raodenoba (3 Tvianis SemTxvevaSi igi 4-is tolia). Cveni magaliTis SemTxvevaSi Q= $1,6004 - $1,6009 X 4 = −2,36%. $1,6009 miRebuli uaryofiTi sidide (-2,36 %) gviCvenebs, rom funti iyideba forvarduli fasdaklebiT. Tu funtis forvarduli kursi maRali iqneboda spotkursze (pirdapiri kotirebisas), gaangariSebis Sedegi iqneboda dadebiTi, rac mianiSnebs valutis yidvas forvarduli danamatiT. forvarduli kursi warmoadgens valutis spotkursis erTobliv sabazro prognozs momavlisaTvis. Sesabamisad, forvarduli fasi exmareba saerTaSoriso mewarmeebs moaxdinon savaluto kursebis cvlilebis prognozireba. am cvlilebebma SeiZleba gavlena iqonion produqciis warmoebisas gamoyenebuli importuli komponentebis fasze, agreTve kompaniis konkurentunarianobasa da misi saeqsporto operaciebis momgebianobaze. im qveynis valuta, romlis sagadasaxdelo balansSi adgili aqvs deficits an inflaciis maRal dones, metwil SemTxvevaSi iyideba forvarduli fasdaklebiT. piriqiT, Tu valuta iyideba forvarduli danamatiT, savaluto bazarze aris rwmena imisa, rom droTa viTarebaSi am valutis gacvliTi kursi amaRldeba. aseT SemTxvevaSi kompaniebma SeiZleba gazardon TavianTi aqtivebi anda Seamciron am valutaze TavianTi valdebulebebi. im qveynis valuta, romlis sa425 vaWro balansi dadebiTia, anda inflaciis done dabalia, metwil SemTxvevaSi iyideba forvarduli danamatiT. arbitraJi da savaluto bazari. arbitraJuli operaciebi savaluto bazris erT-erTi mniSvnelovani elementia. arbitraJi (arbitrage) aris iseTi urisko operacia, romelic dakavSirebulia erTdroulad romelime saqonlis erT bazarze yidvasa da amave saqonlis sxva bazarze gayidvasTan am bazrebze, am saqonlis fasTa sxvaobis Sedegad mogebis miRebis mizniT. savaluto bazris mdgomareobaze gavlenas axdens ori tipis arbitraJuli operacia: sasaqonlo arbitraJi da savaluto arbitraJi. sasaqonlo arbitraJi — msyidvelobiTunarianobis prioriteti. sasaqonlo arbitraJis safuZvelia Zalian ubralo koncefcia: Tu arsebobs erT saqonelze fasTa sxvaoba or bazarze, adamianebi am saqonels SeiZenen iq, sadac misi fasi ufro dabalia (`iaf~ bazrze) da gayidian mas iq, sadac masze ufro met fass SesTavazeben (`Zvir~ bazarze). erTiani fasis kanonis Sesabamisad aseTi arbitraJuli operaciebi gagrZeldeba manam, sanam saqonelze maTi fasi erTnairi ar gaxdeba orive bazarze. saerTaSoriso sasaqonlo arbitraJis koncefcia formulirebulia msyidvelobiTunarianobis paritetis TeoriaSi (theory of purchasing power parity, PPP). am Teoriis Tanaxmad sxvadasxva qveyanaSi savaWro saqonlis fasi xasiaTdeba gamoTanabrebis tendenciiT savaluto kursis ryevis Sedegad. msyidvelobiTunarianobis paritets adgili aqvs im mizeziT, rom iaf bazarze saqonlis SeZenis da misi Zvir bazarze gayidvis procesi gavlenas axdens ucxouri valutaze moTxovnis doneze (anu mis kurszec), iseve rogorc or sasaqonlo bazarze TviT saqonlis sabazro fasze. magaliTi: davuSvaT, rom gacvliTi kursi aSS dolarsa da kanadur dolars Soris Seadgens US $0,80=Can $1. aseve davuSvaT, rom sigareti `malboros~ bloki fasiT 24 aSS dolari iyideba amerikaSi da fasiT 30 kanaduri do426 lari — kanadaSi. am SemTxvevaSi adgili aqvs msyidvelobiTunarianobis paritets, ramdenadac arsebuli gacvliTi kursis SemTxvevaSi: US $0,80. xCan $30 = US $24. Can $1. amrigad, blok `malboros~ aqvs erTi da igive fasi orive qveynis bazarze (Sesabamisad aSS da kanadur dolarebSi). Sesabamisad, arc aSS da arc kanadis macxovreblebs ar dasWirdebaT sazRvris gadakveTa, raTa meore qveyanaSi SeiZinon sigareti. axla ki davuSvaT, rom garemoebaTa gamo kanadurma kompaniebma gazardes investiciebis moculoba meqsikaSi. es niSnavs, rom kanadelebma unda gayidon TavianTi dolari da SeiZinon meqsikuri peso. amis Sedegad savaluto bazarze gaizrdeba kanaduri dolaris raodenoba, rac gamoiwvevs misi kursis dacemas. vTqvaT, aSS dolarsa da kanadur dolars Soris Camoyalibda axali gacvliTi kursi: 0,60 aSS dolari=1 kanadur dolars. am SemTxvevaSi msyidvelobiTunarianobis pariteti ar sruldeba. aseTi gacvlis pirobebSi aSS mcxovreblebma SeiZleba gadakveTon kanadis sazRvari, gacvalon 18 aSS dolari 30 kanadur dolarze da SeiZinon 1 bloki sigareti `malboro~ da amiT gaakeTon 6 dolaris ekonomia. warmodgenili magaliTi Zalian martivia. 6 dolaris ekonomiisaTvis erTi qveynidan meoreSi gadaadgileba uazroa, Tumca mosazRvre regionebSi esec dasaSvebia. amasTan, unda aRiniSnos, rom aSS dolarsa da kanadur dolars Soris gacvliTi kursi ganisazRvreba ufro rTuli faqtorebiT, vidre am or qveyanaSi sigaretis fasi. Tumca, Tu or qveyanas Soris araa msyidvelobiTunarianobis pariteti zogadad nebismier saqonelze, adamianebi Seecdebian iyidon saqoneli iaf bazarze da gadaitanon igi Zvir bazarze. amiT isini zegavlenas axdenen rogorc am or bazarze arsebul fasebze, aseve savaluto bazarze valutis miwodebisa da moTxovnis doneze. swored amitomaa, rom msyidvelobi427 Tunarianobis paritetis TeoriaSi aRiarebulia fasebis tendencia gamoTanabrebisaken. msyidvelobiTunarianobis paritetis Teoria gamoiyeneba agreTve grZelvadian periodSi savaluto kursis ryevis prognozirebisaTvis. sxvadasxva qveyanaSi msyidvelobiTunarianobaSi arsebuli gansxvavebebi iZleva savaluto kursis cvlilebis signals. savaluto arbitraJi. savaluto arbitraJi (arbitrage of exchange) aris savaluto operaciis erT-erTi saxe da gulisxmobs valutis yidva-gayidvas Semdgomi kontrgarigebis(ukugarigebis) ganxorcielebiT, mogebis miRebis mizniT sxvadasxva savaluto bazarze kursTa sxvaobis (sivrciTi arbitraJi) anda drois garkveul periodSi kursTa ryevis Sedegad (droiTi arbitraJi). sasaqonlo arbitraJi savaluto arbitraJTan SedarebiT grZelvadiani xasiaTisaa. amasTan, am ukanasknelis gavlena savaluto bazarze ufro Zlieria. savaluto bazarze dRe-RameSi ganxorcielebuli garigebebi, romlebic 1 trilion dolars aRemateba, aris savaluto arbitraJis Sedegi. bankebsa da sxva safinanso organizaciebSi momuSave treiderebi, romlebic saqmianoben savaluto bazarze, cdiloben mogebis miRebas sxvadasxva bazarze valutebis kursTa sxvaobis bazaze. savaluto bazarze arbitraJuli garigebebi mniSvnelovnad CamorCeba sasaqonlo garigebebs sasaqonlo birJebze, Tumca mas didi mniSvneloba aqvs saerTaSoriso vaWrobis ganviTarebisaTvis. drois nebismier momentSi, rodesac adgili aqvs savaluto bazris wonasworobis ryevas, profesionali treiderebi iReben mogebas savaluto arbitraJiT. arsebobs savaluto arbitraJis mravali forma, romelTa Soris unda aRiniSnos Semdegi: ormxrivi arbitraJi; sammxrivi arbitraJi; saprocento arbitraJi. ormxrivi arbitraJi (two-point arbitrage), romelsac aseve uwodeben geografiul arbitraJs (geographic arbitrage), gulisxmobs mogebis miRebas teritoriulad 428 gancalkavebul bazrebze erTi da igive valutis kursis sxvaobis Sedegad. magaliTi: davuSvaT 1 funti sterlingi iyideba 2 dolarad niu-iorkSi da 1,80 dolarad londonSi. aseT situaciaSi SeiZleba mogebis miReba. kerZod, bankis savaluto treiders SeuZlia 1,80 dolarad SeiZinos londonis bazarze funti strlingi. Semdeg es nayidi fuli gayidos niu-iorkis savaluto bazarze 2 dolarad. treideris mier ganxorcielebuli am geografiuli (ormxrivi) garigebiT TiTqmis uriskod banks SeuZlia mogebis miReba. ra Tqma unda, sxva bankebis savaluto treiderebic SeamCneven mogebis swrafad miRebis SesaZleblobas. imis mixedviT, arbitrebi rogor gayidian dolarebs da iyidian funts londonSi, dolaris kursi funtis mimarT Semcirdeba londonis birJaze. meore mxriv, imis mixedviT, arbitrebi rogor gayidian funts da iyidian dolars niu-iorkSi, funtis kursi dolaris mimarT daecema niu-iorkis birJaze. es procesi gagrZeldeba manam, sanam orive birJaze dolarsa da funts Soris gacvliTi kursi ar gawonaswordeba. mas Semdeg, rac savaluto bazarze ar iqneba savaluto kursebis sxvaobis Sedegad mogebis miRebis SesaZlebloba, savaluto bazarze wonasworoba damyardeba. sammxrivi arbitraJi. ganvixiloT kidev erTi magaliTi: davuSvaT, rom 1 funtis SeZena 2 dolarad SesaZlebelia niu-iorkSi, tokiosa da londonSi, xolo 1 dolarad SesaZlebelia 120 ienis SeZena am samive qalaqSi da 1 funtad — 200 ienis samive qalaqSi. ramdenadac gacvliTi kursi TiToeul wyvil valutebs Soris erTnairia samive qalaqSi, ar arsebobs ormxrivi arbitraJuli garigebebiT mogebis miRebis saSualeba, magram arsebobs mogebis miRebis SesaZlebloba sammxrivi arbitraJis (three-point arbitrage) meSveobiT. sammxrivi arbitraJi aris sami sxvadasxva valutis yidva da gayidva riskis gareSe mogebis miRebis mizniT. amisaTvis unda Catardes samsafexuriani operacia: 1. 1 funti gaicvalos 2 dolarze; 2. 2 dolari 429 gaicvalos 240 ienaze; 3, 240 iena gaicvalos 1,2 dolarze. am operaciebis Sesrulebis Sedegad 1 funtis nacvlad miiReba 1,2 funti, anu yovelgvari riskis gareSe mogeba Seadgens 0,2 funts. saprocento arbitraJi (Convered-interest arbitrage) iseTi arbitraJia, romelsac adgili aqvs im SemTxvevaSi, rodesac or qveyanaSi procentul ganakveTebs Soris sxvaoba forvarduli fasdaTmobis (danamatis) araekvivalenturia, maTi erovnuli valutebis gacvliT kursTan mimarTebaSi. arbitraJis es forma yvelaze mniSvnelovania savaluto bazarze arsebul sxva formebs Soris. saerTaSoriso bankebis, sadazRvevo kompaniebis da korporaciebis finansuri samsaxurebis specialistebi mudmivad swavloben msoflioSi savaluto bazrebis mdgomareobas maqsimaluri mogebis miRebis mizniT, agreTve eZeben minimalur saprocento ganakveTebian moklevadian kreditebs. magram am dros warmoiqmneba savaluto riskisagan Tavis dazRvevis aucilebloba. aqedan warmoiSva `dafaruli saprocento arbitraJis~ kategoria. misi moqmedebis meqanizmi SeiZleba demonstrirebul iqnas Semdegi magaliTiT: davuSvaT, rom wliuri gaangariSebiT 90 dRiani depozitis saprocento ganakveTi londonSi Seadgens 12% (funt-sterlingis depozitebze) da 8% niu-iorkSi (aSS dolaris depozitebze). aseT SemTxvevaSi investorebi niu-iorkidan Seecdebian ufro maRali mogebis miRebas investiciur kapitalze, romelic xelmisawvdomia inglisSi. es rom gaakeTon, maT unda gacvalon dolari funtze da moaxdinon funtis investireba londonSi. meore mxriv, investorebs niu-iorkidan sWirdebaT dolari da ara funti, amitomac 90 dRiani periodis gavlis Semdeg maT unda moaxdinon funtis dolarSi konvertireba. magram am periodSi funtis kursi SeiZleba daeces. aseT SemTxvevaSi damatebiTi procenti, romelsac niu-iorkelebi miiReben londonSi, SeiZleba gaixarjois 90 dRis Semdeg funtis dolarze gacvlisas danakargebis dasafaravad. 430 kiTxvaze — ratom arsebobs saprocento ganakveTebs Soris gansxvaveba sxvadasxva qveynebSi, pasuxi gasca ielis universitetis profesorma irvin fiSerma 1931 wels. man daamtkica, rom qveyanaSi nominaluri saprocento ganakveTi warmoadgens realur saprocento ganakveTs plius am qveyanaSi mosalodneli inflaciis done. amrigad, gansxvaveba inflaciis mosalodnel tempebs Soris gansazRvravs gansxvavebebs saprocento ganakveTebs Soris sxvadasxva qveyanaSi. es fenomeni cnobilia saxelwodebiT `fiSeris saerTaSoriso efeqti~ (International Fisher effect). fiSeris saerTaSoriso efeqtis, aseve saprocento arbitraJis Sedegad ama Tu im qveyanaSi inflaciis mosalodneli donis amaRleba iwvevs am qveyanaSi saprocento ganakveTebis zrdas. amas, Tavis mxriv, mivyavarT saerTaSoriso bazarze an forvarduli damatebis SemcirebasTan, an forvarduli fasdaTmobis zrdasTan qveynis erovnul valutaze. iReben ra mxedvelobaSi am kavSirs inflaciasa da savaluto kursis mosalodnel ryevas Soris, saerTaSoriso mewarmeebi da savaluto treiderebi guldasmiT akvirdebian inflaciis dinamikas msoflios sxvadasxva qveyanaSi. inflaciisa da savaluto kursebs Soris kavSiri gavlenas axdens saerTaSoriso savaluto sistemaze. bolos unda aRiniSnos ramdenime mizezi, romlebic gansazRvraven arbitraJis did mniSvnelobas. arbitraJul operaciebze modis saerTaSoriso savaluto bazarze dRe-RameSi ganxorcielebuli vaWrobis moculobis umetesi nawili. arbitraJuli operaciebi gavlenas axdenen yvela sakvanZo valutis miwodeba-moTxovnaze. garda amisa, arbitraJi aerTianebs erTian struqturad sxvadasxva savaluto bazrebs, riTac xdeba teritoriul gansxvavebulobasTan (ormxrivi arbitraJi), valutebis saxeebs Soris (sammxrivi arbitraJi), agreTve droiT gansxvavebulobasTan (saprocento arbitraJi) arsebuli problemebis gadawyveta. arbitraJis meSveobiT xdeba savaluto bazris globalizacia. 431 13.3. kapitalis saerTaSoriso bazari kapitalis saerTaSoriso bazris formirebasa da funqcionirebaSi sakvanZo adgili ganekuTvnebaT saerTaSoriso bankebs. maT sasicocxlo mniSvneloba gaaCniaT agreTve saerTaSoriso kompaniebis dafinansebaSi, sadac isini asruleben rogorc komerciuli, aseve sainvesticio sabanko dawesebulebebis funqciebs. komerciuli bankebis saxiT isini uzrunvelyofen saeqsporto-saimporto operaciebis dafinansebas, iReben depozitebs, gascemen kreditebs, TavianT klientebs uweven kvalificiur momsaxurebas finansuri operaciebis regulirebis da kontrolis kuTxiT. saerTaSoriso bankebi asruleben sainvesticio dawesebulebebis funqciebs, gascemen adgilobriv, ucxour da saerTaSoriso kreditebs anda qmnian sabanko konsorciumebs msxvili kreditebis miwodebisaTvis, agreTve uzrunvelyofen sabrokero momsaxurebas, afinanseben erToblivi sawarmoebis Seqmnas da a.S. ZiriTadi saerTaSoriso bankebi. saerTaSoriso sabanko sistemis birTvs warmoadgens msxvili bankebi, romlebic daspecializebulni arian moklevadiani kapitalis bazris operaciebze. am bankebis Stab-binebi mdebareoben msoflios iseT safinanso centrebSi, rogoricaa iaponia, aSS, inglisi, germania, safrangeTi da a.S. saerTaSoriso sabanko saqmianobis ramdenime forma arsebobs. Tavdapirvelad saerTaSoriso sabanko operaciebi xorcieldeboda bankebs Soris, romlebic sxvadasxva qveyanaSi mdebareobdnen. umeteswilad ormxrivi sakorespondento urTierTobis formiT. sakorespondento urTierTobebi (correcpondent relationship) aris saagento urTierTobebi, romlis dros banki gamodis Tavis qveyanaSi rogorc korespondenti anda agenti meore (ucxouri) bankisaTvis. magaliTad, amerikul banks SeuZlia iyos safrangeTis bankis korespondenti aSS-Si. aseve safrangeTis banks SeuZlia iyos amerikuli bankis koresponden432 ti safrangeTSi. korespondenti-bankebi asruleben iseT operaciebs, rogoricaa fuladi saxsrebis gacema ucxour kompaniebze anda maTgan gadasaxadebis miReba, informaciis miwodeba kompaniebis kreditunarianobaze, agreTve akredituli werilebis ganaRdeba. am operaciebis uzrunvelsayofad TiToeul banks sxva bankSi gaaCnia adgilobriv valutaSi deponirebuli angariSi. ukanasknel periodSi msxvili bankebis saqmianobis internacionalizaciis kvaldakval farTovdeba maTi sazRvargareTuli qvedanayofebis qseli. es niSnavs, rom msxvili bankebi upiratesobas aniWeben ara makorespondentebeli bankebis momsaxurebas, aramed Tavad xsnian sakuTar qvedanayofebs sazRvargareT, riTac qmnian optimalur garemos rogorc sakuTari, aseve sxva bankebis klientebisaTvis. bankebis ucxouri qvedanayofebis ramdenime tipi arsebobs. bankis qvedanayofi, romelic daregistrirebulia rogorc kompania, damoukidebeli saTao bankisagan, iwodeba Svilobil bankad (subsidiary bank); qvedanayofi, romelic araa daregistrirebuli rogorc calke damoukidebeli kompania, aris bakis filiali (branch bank). zogierT SemTxvevaSi saerTaSoriso banki upiratesobas aniWebs asocirebuli (afilirebuli) struqturis Seqmnas. asocirebuli banki, anu afilianti (affiliated bank) aris bankis ucxouri qvedanayofi, romlis Tanamflobelia mocemuli banki da misi samamulo an ucxouri partniori. bankebis komerciuli da investiciuri momsaxureba. saerTaSoriso bankebis da maTi qvedanayofebis erT-erTi mTavari funqciaa komerciuli momsaxurebis gaweva. aseTi sabanko momsaxurebiT sargebloben saqonlis eqsportiorebi da turistebi, rodesac TavianT erovnul valutas an samgzavro Ceks cvlian adgilsamyofeli qveynis adgilobriv valutaze. swored, erTi qveynis fuladi erTeulis meore qveynis valutaze fizikuri gacvla warmoadgens saerTaSoriso bankebis mniSvnelovan 433 funqcias, magram ufro mniSvnelovania maTi saqmianoba yoveldRiuri komerciuli operaciebis uzrunvelyofisa da dafinansebis mxriv. gansakuTrebiT didi nawili modis iseT operaciebze, rogoricaa: garigebebis moklevadiani dafinanseba; gadasaxdelebis gagzavna saerTaSoriso eleqtronuli sistemebis gamoyenebiT; ucxouri valutis forvarduli Sesyidva; klientebis kvalificiuri konsultireba saqonlis eqsport-importis dokumentaciis gaformebisa da angariSsworebis sakiTxebze da sxv. komerciul momsaxurebasTan erTad, saerTaSoriso bankebi TavianT klientebs uweven investiciur momsaxurebas. bankebis investiciuri ganyofilebebis momsaxurebiT sargebloben korporaciuli klientebi dokumentebis gaformebis da grZelvadiani savalo qaRaldebisa da aqciebis ganTavsebis, kompaniaTa Serwymis, firmebis SeZenis da sxva sferoebSi. gamwvavebuli konkurenciuli brZola aiZulebs saerTaSoriso bankebs uzrunvelyon maTi saqmianobis globalizacia, raTa SeinarCunon da gaaZlieron TavianTi kapitalis miwodebis potenciali klientebisTvis minimalur SesaZlo procentebSi. evrovalutis bazari. evrovalutis bazari finansuri sistemis kidev erTi mniSvnelovani elementia. evrovalutis bazari (Tavdapirvelad igi `evrodolaris bazrad~ iwodeboda) aRmocenda gasuli saukunis 50-ian wlebSi. misi warmoSoba dakavSirebulia centraluri da aRmosavleT evropis qveynebis komunisturi xelisuflebis moTxovnilebasTan, saerTaSoriso vaWroba daefinansebinaT dolarebSi. Tumca, maT hqondaT SiSi, rom politikuri mizezebiT maT angariSebs amerikul bankebSi aSS xelisufleba dablokavda. am problemis Tavidan acilebis mizniT gamoiyeneboda evropuli bankebis momsaxureba, romlebic Tavisuflad xsnidnen angariSebs aSS dolarebSi. ase warmoiSva evrodolarebi (eurodollars) – aSS dolarebi, deponirebuli evropis bankebis angariSze. garda evropulisa, msoflios sxva msxvilma bankebma (kanada, iapo434 nia) daiwyes dolarebSi deponirebuli depozituri Senatanebis miReba, ris gamo terminma `evrodolari~ moicva nebismieri sadolaro angariSi. meore msoflio omis Semdeg sxva valutebis mdgradobis da rolis amaRlebis Sedegad evrovalutis bazari gafarTovda evroienis, evrofuntis da sxva valutebze. dRevandel etapze termini ,,evrovaluta~(eurocurrency) niSnavs valutas im qveynis gareT denominirebul sabanko angariSs, sadac igi iqna gamoSvebuli. evrovalutis bazris ganviTarebis paralelurad mimdinareobda evrokreditebis bazris formireba. evrokreditis bazari xasiaTdeba maRali konkurenciiT, amitom kreditorebi Zalian dabali marJiT muSaoben, rac niSnavs mcire gansxvavebas kreditebisa da depozitebis ganakveTebs Soris. evrokreditebze saprocento ganakveTebi xSirad ganisazRvreba LIBOR ganakveTiT (LIBOR - London Interbank Offer Rate). LIBOR – aris saprocento ganakveTi, romelsac londonis bankebi uniSnaven erTmaneTs evrovalutaSi miwodebul moklevadian kreditebze. evrokreditebis bazari yvelaze xelsayreli kreditebis miRebis wyaroa msxvili mravalerovnuli korporaciebisa da samTavrobo struqturebisaTvis. aseTi situaciis sami ZiriTadi mizezi arsebobs. pirveli, evrokreditebi ar aris damokidebuli samTavrobo normatiul aqtebze, mag., sarezervo moTxovnaze, romelic aregulirebs bankebis saqmianobas. meore, evrokreditebi gamoiyofa mxolod msxvil garigebebze, mesame, evrosesxebis bazris momsaxurebiT sargebloben msxvili kreditunariani msesxeblebi. amitomac kreditorebi riskze ufro dabal premias aweseben. gasuli saukunis 70-ian wlebSi amerikulma bankebma gamoxates ukmayofileba imazed, rom sarezervo moTxovna da sxva regulaciuri wesebi dawesebuli federaluri sarezervo sammarTvelos mier, xels uSlida maT evropul da aziur bankebTan konkurenciaSi. ucxouri bankebi, romlebic gascemdnen kreditebs evrodolarebSi, ar 435 emorCilebodnen am normatiul moTxovnebs. am problemis gadaWris mizniT aSS federaluri saamarTvelos mier gaica nebarTva saerTaSoriso bankebTan saerTaSoriso qvedanayofis Camoyalibebis Sesaxeb, romlebic imuSavebda SeRavaTiani reJimiT. SeRavaTian pirobebSi moqmedi bankis saerTaSoriso qvedanayofi (internacional banking facility, IBF), wamoadgens amerikuli bankis qvedanayofs, romelic samarTlebrivad damoukidebulia am bankisagan da SeuZlia mxolod saerTaSoriso sabanko momsaxurebis gaweva. aseTi qvedanayofebi gaTavisuflebulia mravalricxovani Sida sabanko regulaciis wesebis dacvisagan. amasTan, dadgenili wesebiT, maT ar SeuZliaT TavianT qveyanaSi gaswion sabanko momsaxureba. aseT qvedanayofebs SeuZliaT miiRon depozitebi mxolod aSS ararezidentebisagan, anda miawodon kreditebi mxolod aSS ararezidentebs. SeRavaTiani reJimiT bankebis saerTaSoriso qvedanayofebis sistemis Seqmnam amerikul bankebs saSualeba misca Tanabar pirobebSi gauwion konkurencia evrokreditebis bazarze sxva saerTaSoriso bankebs. obligaciebis saerTaSoriso bazari. msxvili kompaniebis, saerTaSoriso organizaciebisa da sxvadasxva qveynis mTavrobisaTvis obligaciebis bazari warmoadgens sasesxo (savalo) dafinansebis ZiriTad wyaros. tradiciulad es bazari Sedgeba ori tipis fasiani qaRaldebisagan fiqsirebuli saprocento SemosavlebiT: ucxouri obligaciebisa da evroobligaciebisagan. ucxouri obligaciebi (foriegn bonds) – aris obligaciebi, romlebsac uSvebs A qveynis rezidenti, xolo yidis B qveynis rezidenti amave qveynis valutaSi. mag., koka-kolas, aSS-is rezidents SeuZlia gamouSvas ucxouri obligacia denominirebuli funt sterlingSi da gayidos igi upirvelesad inglisis rezidentebze. evroobligacia (eurobonds) – aris obligacia, romelic gamoiSveba A qveynis valutaSi, magram gaiyideba sxva qveynis rezidentis mier. magaliTad, kompania `amerikis aviaxazebs~ SeuZ436 lia moizidos nasesxebi kapitali 1 mlrd dolaris moculobiT, gankuTvnili axali TviTmfrinavebis SesaZenad, daniis rezidentebis mier evrooblogaciebis gayidvis gziT, romelic denominirebulia dolarebSi. obligaciebis saerTaSoriso bazris ZiriTad valutebs warmoadgenen aSS dolari da evro. kapitalis msoflio bazris ganviTarebasTan erTad obligaciebis saerTaSoriso bazari sul ufro rTuli xdeba. investiciuri bankebis sindikatebi, kompaniebi, romlebic saqmianoben fasiani qaRaldebis operaciebiT, aerTianeben saerTaSoriso obligaciebis kompleqsur paketebs, gankuTvnils msxvili kreditunariani msesxeblis (transnacionaluri kompaniebi, mTavrobebi, saerTaSoriso organizaciebi) moTxovnilebaTa dakmayofilebisaTvis. aseTi globaluri obligaciebis gamoSveba gaxda erTerTi mniSvnelovani axali finansuri instrumenti. globaluri obligacia (global bonds) – aris msxvili likviduri finansuri aqtivi, romliTac vaWroba xdeba nebismier qveyanaSi nebismier dros. pirveli globaluri obligacia gamoSvebul iqna msoflio bankis mier. am bankma gayida globaluri obligacia aSS dolarSi denominirebuli 1,5 mlrd dolaris moculobiT erTdroulad CrdiloeT amerikaSi, evropasa da iaponiaSi. Semdeg aseTi obloigaciebis gamoSveba daiwyes msoflios msxvilma bankebma. obligaciebis bazarze arsebobs kidev sxva SesaZleblobani. mag., msesxebels aqvs ufleba obligaciaze procenti gadaixados erT valutaSi, xolo ZiriTadi Tanxa — meore valutaSi. msesxebels SeuZlia aseve miaRwios ufro mcire saprocento ganakveTs inflaciisagan Tavis dasaRwevad. amisaTvis saWiroa sesxis ZiriTadi Tanxis dafarva miabas oqros fass an sesxebis specialur uflebas. iseve rogorc evrokreditebis, evroobligaciebis bazari xasiaTdeba konkurenciis maRali doniT, amitom msesxeblebs bevr SemTxvevaSi saSualeba aqvT miiRon saWi437 ro saxsrebi sakmaod xelsayrel pirobebSi. garigebaTa didi Tanxa, msesxebelTa kreditunarianoba, agreTve regulaciis wesebisagan damoukidebloba, romelic savaldebuloa kapitalis Siga bazarze da romelTa Sesruleba dakavSirebulia did danaxarjebTan — xels uwyobs amgvar kreditebze saprocento ganakveTebis Semcirebas. aqciebis globaluri bazari. transnacionaluri kompaniebis rolis gaZlierebam da telesakomunikacio teqnologiebis srulyofam gamoiwvia korporaciuli aqciebis bazrebis globalizacia. damwyebi kompaniebis SesaZleblobani kapitalis mozidvaSi dReisaTvis mxolod sakuTari wyaroebiT ar SemoisazRvreba. daregistrirebul kompaniebsac SeuZliaT moaxdinon fuladi saxsrebis mobilizacia aqciebis damatebiTi emisiis meSveobiT. kompaniebi SeaRweven ra saerTaSoriso bazarSi, TavianTi Svilobili sawarmoebisaTvis kapitalis mozidvaSi upiratesobas aniWeben am bazars. ukanasknel periodSi kapitalis mozidvis axali forma inergeba e.w. saqveyno fondis (country fund) saxiT, romelic aris urTierTmxardaWeris fondi, daspecializebuli investiciebze mocemuli qveynis kompaniebSi. aqciebis bazris globalizacia xels uwyobs finansuri momsaxurebis industriis globalizacias. mTeli rigi kompaniebi specializdebian finansuri momsaxurebis miwodebaze, afarToeben saqmianobas Siga bazridan ZiriTadi saerTaSoriso finansuri centrebisaken. amgvari kompaniebi aqtiurad cdiloben TavianTi klientebi, ganTavsebuli dedamiwis sxvadasxva wertilebSi, uzrunvelyon saTanado kapitaliT, rekomendaciebiT, finansuri bazrebis analizis SedegebiT, saWiro finansuri operaciebiT da a.S. finansuri bazrebis globalizaciaSi mniSvnelovan rols asruleben ofSoruli finansuri centrebi. aseTi centrebi specializdebian klientebisaTvis, romlebic ar arian qveynis rezidentebi sabanko da sxva finansur 438 momsaxurebaze. bevri aseTi centri ganlagebulia kunZul-saxelmwifoTa teritoriaze: bahamis kunZulebi, bahreini, kaimanovis kunZulebi, bermudis kunZulebi, antiliis kunZulebi, singapuri. luqsemburgi da Sveicaria marTalia ar ganekuTvnebian kunZulovan saxelmwifoebs, magram mniSvnelovan ofSorul finansur centrebs warmoadgenen. transnacionaluri korporaciebi xSirad sargebloben ofSoruli centrebis momsaxurebiT, raTa xelsayreli pirobebiT miiRon kreditebi evrovalutaSi. mravali transnacionaluri kompania am centrebSi ganaTavsebs TavianT Svilobil kompaniebs, romlebic dasaqmebuli arian finansuri operaciebiT da aqvT SesaZlebloba gamoiyenon am zonebis upiratesobebi. ofSoruli zonebis ZiriTadi upiratesobebi mdgomareobs SemdegSi: politikuri stabiluroba; liberaluri normatiul-samarTlebrivi klimati; eqspertuli Sefasebis miRebis SesaZlebloba samarTlebriv, buRaltrul, finansur da sxva sakiTxebze; dabali an nulovani sagadasaxado ganakveTebi da a.S. Tanamedrove etapze ofSoruli finansuri centrebi kapitalis bazris globalizaciis mniSvnelovani faqtoria. sakontrolo kiTxvebi: 1. riT aris ganpirobebuli saerTaSoriso savaluto sistemis warmoqmna da arseboba? 1. ra etapebi gamoiara saerTaSoriso savaluto sistemis evoluciam? 2. ra faqtorebma gamoiwvia oqros standartis kraxi? 3. raSi mdgomareobs breton-vudsis SeTanxmebis arsi da ram gamoiwvia misi kraxi? 4. daaxasiaTeT,,sesxebis specialuri uflebis~ Sinaarsi. 439 5. raSi mdgomareobs iamaikis, plazas da luvris SeTanxmebebis Sinaarsi? 6. valutis kursis kotirebis ramdeni xerxi arsebobs da riT gansxvavdebian isini erTmaneTisgan? 7. aRwereT gansxvaveba fiqsirebuli savaluto kursis sistemasa da moqnili savaluro kursis sistemas Soris. 8. romeli faqtorebi gansazRvravs ama Tu im valutis moTxovnas da miwodebas savaluto bazarze? 9. rogoria saerTaSoriso bankebis roli savaluto bazrebis funqcionirebaSi? 10. daaxasiaTeT sxvadasxva meTodebi, romlebic SeiZleba gamoiyenon kompaniebma savaluto kursis ryevebisagan Tavis dasacavad. 11. axseniT arbitraJuli operaciebis sxvadasxva tipebis arsi, romlebic gavlenas axdenen savaluto bazarze. 12. daaxasiaTeT evrovaluta da misi Tanamedrove Sinaarsi. 13. raSi mdgomareobs ofSoruli finansuri centrebis upiratesobebi saerTaSoriso biznesis gansaxorcieleblad? literatura: Гриффин Р, Пастей М., Международный бизнес, 4-ое изд. Питер.- 2006; 2. Чиченов М.В., Основы международного бизнеса: учебное пособие.-М.: КНОРУС, 2009; 3. Шевчук Д. А. Международная финансовая система: учебное пособие.-Ростов н/ Д: Феникс, 2006. 1. 440 Tavi XIV saerTaSoriso finansuri menejmenti Sesaswavli sakiTxebi: 1. saerTaSoriso vaWrobis finansuri aspeqtebi; 2. savaluto riskebis marTva; 3. sabrunavi kapitalis marTva; 4. ucxouri kapitaldabandebebis Sefaseba; 5. kapitalis dafinansebis saerTaSoriso wyaroebi. 14.1. saerTaSoriso vaWrobis finansuri aspeqtebi saerTaSoriso garigebebSi, iseve rogorc nebismier doneze samewarmeo garigebebSi, myidveli da gamyidveli unda SeTanxmdnen iseT sabazo sakiTxebze, rogoricaa saqonlis (momsaxurebis) fasi, raodenoba da mowodebis vadebi. amasTan, rodesac garigebebSi monawileobs sxvadasxva qveynis myidveli da gamyidveli, warmoiqmneba damatebiTi amocanebi: romel valutaSi ganxorcieldes operacia; rodis da rogor Semowmdes kreditunarianoba; gadaxdis rogori forma iqnas gamoyenebuli; rogor moxdes finansuri garigebebis organizacia. valutis SerCeva. saerTaSoriso vaWrobaSi erT-erTi sakvanZo adgili ukavia im valutis SerCevas, romelSic ganxorcieldeba garigeba. saqme imaSia, rom eqsportiorebs da importiorebs am kuTxiT gansxvavebuli Sexedulebebi gaaCniaT. eqsportiori upiratesobas aniWebs gadaxdas sakuTar mSobliur valutaSi, raTa zustad icodes, ra Tanxas miiRebs importiorisagan, importiors ki metwilad urCevnia gadaixados sakuTari valutiT, raTa zustad icodes, ra Tanxas uxdis eqsportiors. zogjer orive maTgani upiratesobas aniWeben mesame valutas. es im SemTxvevaSi, rodesac maTi qveynis valuta arastabi441 luria. aseT SemTxvevaSi maTTvis xelsayrelia garigebis gadaxda aSS dolarebSi, iaponur ienaSi, evroSi an sxva romelime qveynis stabilur valutaSi. saerTaSoriso garigebaTa praqtikaSi yvelaze didi nawili modis aSS dolarze. navTobmopovebisa da komerciuli TviTmfrinavebis mSeneblobis sferoSi gadaxdebi mxolod aSS dolarebSi xorcieldeba. msxvili qonebis eqsportiorebi importiorebs angariSs udgenen maT samamulo valutaze, mcire qveynebis eqsportiorebi ki savaWro garigebebs axdenen msxvili partniori qveynis valutaSi. kreditunarianobis Semowmeba. saerTaSoriso vaWrobaSi didi mniSvneloba aqvs myidvelis kreditunarianobis gansazRvras. rodesac importiori finansurad stabiluri da saimedo kompaniaa da masTan adre ukve iyo jansaRi saqmiani urTierToba, maSin eqsportiors SeuZlia masTan martivi urTierToba, ufro metic, SeiZleba kreditic ki miawodos. magram Tu importioris finansuri mdgomareoba aramdgradia da saeWvoa anu riskis faqtori maRalia, maSin eqsportiori araTu kredits gascems, aramed misgan moiTxovs romelime formiT saqonlis Rirebulebis gadaxdas. komerciuli operaciisas saWiroa myidvelis kreditunarianobis Semowmeba. firmas gaaCnia aseTi SefasebaSemowmebis martivi da iafi meqanizmebi. SeiZleba am mizniT gamoTxovil iqnas sarekomendacio werili, an miRebul iqnas mis momsaxure makorespondentebeli bankidan saWiro informacia, agreTve mopovebul iqnas aseTive informacia ucxouri myidvelebisagan, romlebic adre urTierTobdnen am firmasTan. mraval qveyanaSi firmis kreditunarianobis SefasebisaTvis momsaxurebas ewevian samTavrobo organoebi, romlebic pasuxs ageben eqsportze. zogan ki Camoyalibebulia firmebis kreditunarianobis Semfasebeli specializebuli komerciuli samsaxurebi. Tu firma uars ganacxadebs kreditunarianobis Semowme- 442 baze, mas seriozuli problemebi Seeqmneba komerciuli garigebebis dros. fulis gadaxdis xerxebi da angariSsworebis formebi. saerTaSoriso ekonomikur garigebebSi mxareebi winaswar moilaparakeben fulis gadaxdis xerxebis da angariSworebis formebze, romelsac safuZvlad daedeba eqsportioris mier importioris konkurentunarianobis Sefasebis maCveneblebi. dReisaTvis praqtikaSi arsebobs gadaxdis mravali forma: gadaxda avansad; Ria angariSi; dokumenturi inkaso; akreditivi; sakredito baraTebi da Semxvedri vaWroba. • gadaxda avansad (payment in advance) eqsportiorisaTvis gadaxdis yvelaze usafrTxo meTodia. misi arsi mdgomareobs imaSi, rom eqsportiori firma importiorisagan fuls iRebs manam, sanam moxdeba saqonlis miwodeba da CamotvirTva. am SemTxvevaSi eqsportioris riski mcirea. importiorisavis avansad gadaxda araxelsayrelia. erTi mxriv, igi misTvis sariskoa, radgan eqsportiorma SeiZleba ver uzrunvelyos saqonlis (momsaxurebis) miwodeba gansazRvrul droSi, gansazRvruli xarisxiT da moculobiT, xolo meore mxriv, mas Tavisi fulis gamoyeneba ufro efeqtianad SeeZlo saqonlis CamotvirTamde (sxva momgebiani mizniT gamoyeneba, magaliTad bankSi Cadeba depozitis saxiT). miuxedavad maRali riskis Semcvelobisa, avansad gadaxdis praqtika mainc gamoiyeneba, gansakuTrebiT im SemTxvevaSi, rodesac garigebaTa mxareebs Soris tradiciuli urTierToba da didi ndoba arsebobs. • Ria angariSi (open accunt) gulisxmobs fulis gadaxdas importioris mier saqonlis miRebis Semdeg. aseTi forma importiorisaTvis ufro usafrTxo da misaRebia. importioris mier saqonlis miRebis Semdeg eqsportiori mas warudgens angariSs, sadac miuTiTebs Tanxas, gadaxdis formas da vadas. 443 eqsportiorisaTvis Ria angariSi SeiZleba arasasurveli iyos sxvadasxva mizezis gamo: pirveli — eqsportiori efuZneba ZiriTadad importioris reputacias, rac garkveuli safrTxis Semcvelia; meore — operaciaSi, rodesac ar monawileobs banki Suamavlis saxiT, eqsportiors ar SeuZlia isargeblos misi gamocdilebiT, importiorTan uTanxmoebis warmoSobis SemTxvevaSi; mesame — rogorc wesi, Ria angariSis gamoyenebisas Zalian mcire raodenobis dokumenti dgeba da Tu importiorma uari Tqva gadaxdaze, maSin am garemoebam SeiZleba problemebi Seqmnas sasamarTloze. importioris mxridan gadauxdelobis problemis warmoqmnisas, SeiZleba gamoyenebul iqnas saerTaSoriso operaciebis dakreditebaze specializebuli firmebi, romlebic uwodeben faqtorings (faqtoring). aseTi firmebi SeiZenen savaWro firmebisagan sasesxo valdebulebebs `nominalze~ dabal fasSi. Sedegad amisa, isini iReben mogebas, xolo importiors eZleva saSualeba gaanaRdos Tavisi valdebuleba eqsportioris winaSe. aRsaniSnavia, rom Ria angariSebi yvelaze ufro miesadageba yidva-gayidvaSi sakmaod didi xnis tradicis mqone firmebs, romelTa Soris Camoyalibebulia ndoba da maRali reputacia. avansad gadaxdas da Ria angariSs axasiaTebT saerTo niSani. orive meTodSi fuladi nakadis uzrunvelyofis tvirTi da defoltis riski gadadis operaciis romelime erT mxareze: myidvelze — avansis SemTxvevaSi da gamyidvelze — Ria angariSis SemTxvevaSi. • dokumenturi inkaso (documentary collection) gulisxmobs komerciuli bankebis agentis rolSi gamosvlas gadaxdis procesis xelSewyobis mizniT. gadaxdis am formis gamoyenebisas eqsportiori adgens dokumentebs saxelwodebiT: Tamasuqi (draft) an trata (bill of exchange), romlis Tanaxmad myidveli iRebs valdebulebas garkveul vadaSi gadaxdaze. mas Semdeg, rac eqsportiori gaag444 zavnis saqonels, igi gadascems tratas da Sesabamis saqonelgamyol dokumentacias Tavis banks, romelSic mTavaria konosamenti. konosamenti (bill of hading), anu satransporto zednadebi TamaSobs or mniSvnelovan rols: erTi mxriv, igi aris kontraqti transportirebaze eqsportiorsa da gadamzidels Soris, xolo, meore mxriv, aris dokumenti, romelic adasturebs saqonelze sakuTrebis uflebas. Semdgom, instruqciis Tanaxmad, eqsportioris banki ukavSirdeba importioris qveynidan bank-korespodents (an Tavis erT-erT filials am qveyanaSi). am ukanasknelma unda gasces importiorze konosamenti, riTac importiors gadaecema saqonelze sakuTrebis ufleba, maSin roca, igi Seasrulebs eqsportioris mier gamowerili tratis pirobebs. sqematurad es procesi SeiZleba Semdegnairad warmovadginoT: sadac, 1 — eqsportiori CamotvirTavs saqonels; 2 — eqsportiori Tavis banks gadascems tratas (Tamasuqs), dokumentebs da konosaments; 445 3 — eqsportioris banki importioris banks gaugzavnis dokumentebs; 4 — importioris banki Seatyobinebs importiors sabuTebis miRebis Sesaxeb; 5 — importiori ixdis fuls (fulis gadaxda); 6 — importioris banki gascems konosaments da masTan erTd uflebas sakuTrebaze; 7 — importioris bankidan gadasaxdeli Tanxa gadaecema eqsportioris banks; 8 — eqsportioris banki importioris bankidan miRebul Tanxas gadascems eqsportiors. unda aRiniSnos, rom arsebobs Tamasuqis ori saxe: ubralo Tamasuqi (trata `mokiTxvamde~), romliTac gadaxda xdeba eqsportioridan importiorze sakuTrebaze uflebis gadacemisas. gadasayvani Tamasuqi (vadiani gadaxda), romliTac importiors miewodeba krediti. gadaxda unda ganxorcieldes drois gansazRvrul periodSi (30, 60 dRe) importioris mier saqonlis miRebis Semdeg. imisaTvis, rom vadiani tratis (gadasayvani Tamasuqis) gamoyenebisas miRebul iqnas sakuTrebaze ufleba, importiorma unda uzrunvelyos misi aqceptireba (garantireba) da amiT aiRos valdebuleba tratis gadaxdaze dadgenil droSi. aqceptirebul vadiani tratas ewodeba savaWro aqcepti (trade acceptance). importioris bankma SeiZleba TviTon moaxdinos vadiani tratis aqceptireba (sazRauriT) da amiT sakuTar Tavze aiRos im Tanxis gadaxdis valdebuleba, romelic importiors unda gadaexada eqsportiorisaTvis. aseT SemTxvevaSi trata gardaiqmneba sabanko aqceptad (bankers acceptance). eqsportiors SeuZlia Seinaxos savaWro aqcepti an sabanko aqcepti manamde, vidre ar dadgeba misi anazRaurebis vada. saerTaSoriso bankebi da sxva komerciuli kreditorebi xSirad yiduloben aqcepts nominalze ufro dabal fasSi, rac saSualebas aZlevs eqsportiorebs 446 dauyovnebliv miiRon fuladi saxsrebi. zogierTi aqcepti iyideba ukugamoTxovis uflebis gareSe (`brunvis gareSe~), rac niSnavs, rom aqceptis myidveli zaraldeba importioris mier gadaxdaze uaris Tqmis SemTxvevaSi. amitom metwilad aqcepti iyideba ukugamoTxovis uflebiT, rac niSnavs, rom importioris mier fulis argadaxdis SemTxvevaSi eqsportiori valdebuli iqneba aanazRauros aqceptis myidvelisadmi miyenebuli zarali. maRali riskis gamo aqceptebis yidva xdeba sakmaod didi fasdaTmobiT. eqsportioris SexedulebiT gadaxdebs inkasos meSveobiT garkveuli upiratesobebi gaaCnia Ria angariSis gamoyenebasTan SedarebiT: pirveli — sabanko gasamrjelo dokumenturi inkasos ganxorcielebisaTvis zomieria; meore — mTeli rigi qveynebis kanonmdeblobiT savaWro an sabanko aqcepti iuridiuli Zalisaa, rac aZlierebs eqsportioris samarTlebriv poziciebs im SemTxvevaSi Tu importiori uars ityvis gadaxdaze; mesame — bankebis monawileoba amartivebs eqsportiorisaTvis inkasos process, radgan bankebi ufro gamocdilebi arian eqsportiorTan SedarebiT saerTaSoriso gadaxdebis sferoSi. miuxedavad am upiratesobebisa, dokumenturi inkasos meTodis gamoyenebisas eqsportiori mainc risks eweva. davuSvaT, adgilobrivi saqmiani klimati Seicvala, an importiorma gamonaxa saqonlis ufro iafi wyaro. am SemTxvevaSi mas SeuZlia ubralod uari Tqvas miwodebaze da ar daaaqceptiros trata. amisaTvis SeiZleba man moZebnos raRac mizezi (saqonlis araswori SefuTva, miwodebis dagvianeba da a.S.). aseT viTarebaSi eqsportioris saqoneli ucxoeTis portSi darCeba (razedac man Tanxa unda gadaixados). dasaSvebia isic, rom importiorma ar gadaixados vadiani trata dadgenil droSi. aseT SemTxvevaSi eqsportiors rCeba importiorze zemoqmedebis samarTlebrivi instrumentebi, Tumca maTi gamoyeneba did dros, energias da finansur saxsrebs moiTxovs. 447 • akreditivi. msgavsi sirTuleebis Tavidan acilebis mizniT, eqsportiorebi gadaxdas xSirad iTxoven akreditivis gamoyenebiT. akreditivi (Letter of credit) bankis mier gacemuli dokumentia, romelic Seicavs valdebulebas gadauxados eqsportiors mis mier yvela valdebulebaTa Sesrulebis Sesaxeb dadasturebis SemTxvevaSi. Tavmdebi bankis arsebobisas akreditivi naklebad sariskoa eqsportiorisaTvis, vidre dokumenturi inkaso. Tumca bankebi am pirobaze mxolod maSin daTanxmdebian, Tu darwmundebian, rom importiorebi aanazRaureben maT xarjebs. akreditivi xelsayrelia eqsportiorisaTvis imiTac, rom banki informirebulia importioris kreditunarianobis Sesaxeb. rogorc wesi, importiori akreditivisaTvis mimarTavs im adgilobriv banks, romelSic aqvs gaxsnili mas angariSi. banki afasebs importioris kreditunarianobas, swavlobs mocemul garigebas, gansazRvravs, saWiroa Tu ara finansuri Tavdeboba. Tu yvelaferi wesrigSia, gascems akreditivs, risTvisac importiorisagan iRebs garkveul sazRaurs. akreditivSi mieTiTeba is pirobebi, romliTac importioris banki gadauricxavs eqsportioris banks Tanxas saqonelze. am pirobebSi ZiriTadad Sedis: angariSfaqtura, saTanado sabaJo dokumenti, konosamenti, tvirTis dazRvevis mowmoba. saqonlis saxeobidan gamomdinare, importioris bankma SeiZleba moiTxovos eqsportze damatebiT licenzia, saqonlis warmoSobaze mowmoba, daTvalierebis aqti. importioris banki, akreditivis gacemis Semdeg, mas TandarTul dokumentebTan erTad ugzavnis eqsportioris banks, romelic auwyebs (avizebs) Tavis klients akreditivis pirobis Sesaxeb, riTac qmnis avizebul akreditivs. eqsportiorma Tavis banks SeiZleba Txovos akreditivze gadaxdis sakuTari garantiebis damateba, ris Sedegad miiReba e.w. dadasturebuli akreditivi. aseTi instrumenti gansakuTrebiT mniSvnelovania, rodesac im448 portiors aRelvebs politikuri riski. Tu misi qveynis xelisufleba daawesebs kontrols erovnul valutaze an dablokavs importiori bankis mxridan anazRaurebas, eqsportiors SeuZlia fulisaTvis mimarTos im banks, romelmac daudastura akreditivi. akreditivis Semdegi saxea aragamoxmobiTi akreditivi, romelic ar eqvemdebareba cvlilebas orive mxaris (importioris da eqsportioris) werilobiTi Tanxmobis gareSe. banks aseve SeuZlia gasces gamoxmobiTi akreditivi, romelic banks SeuZlia Secvalos nebismier dros nebismieri sababiT. aseTi akreditivi uzrunvelyofs eqsportioris ufro metad dacvas aragamoxmobiT akreditivTan SedarebiT. akreditivis gacemas, avizebas da dadasturebas banki axdens garkveuli sazRauris misaRebad. amitom, saerTaSoriso firmebma winaswar unda gansazRvron momsaxurebis romeli forma airCion, raTa Tavidan aicilon arasaWiro xarjebi. sayuradReboa, rom rodesac saqoneli iyideba akreditivis pirobebiT, gadaxdis faqti araa damokidebuli, Sesrulda Tu ara myidvelsa da gamyidvels Soris dadebuli yidva-gayidvis xelSekrulebis pirobebi. akreditivis gamcemi banki gadaxdis process axorcielebs mxolod akreditivis pirobebis srulad Sesrulebis SemTxvevaSi. es niSnavs, rom Tu eqsportiorma Seasrula akreditivis pirobebi, importioris banki valdebulia gadauxados mas fuli, Tundac importiorma uari Tqvas saqonelze an gadaxdaze. es ukve importioris bankis da ara eqsportioris problemaa. akreditivis gamoyenebis sqema tipuri saerTaSoriso savaWro operaciisaTvis sqematurad SeiZleba Semdegnairad warmovadginoT: 449 sqemaSi cifrebi aRniSnaven Semdeg Sinaarss: 1 — yidva-gayidvis xelSekrulebaSi angariSsworebis formad mieTiTeba akreditivi; 2 — importiori akreditivisaTvis mimarTavs adgilobriv banks; 3 — importioris banki Seatyobinebs eqsportioris banks akreditivis gacemis Sesaxeb; 4 — eqsportioris banki avizebs anda adasturebs akreditivs; 5 — eqsportiori CamotvirTavs saqonels; 6 — eqsportiori gadaagzavnis dokumentebs Tavis bankSi; 7 — dokumentebi gadaigzavneba gansaxilvelad importioris bankSi; 8 — importioris banki gadaagzavnis dokumentebs importiorTan; 9 — xorcieldeba kontraqtiT gaTvaliswinebuli Tanxis gadaxda (anda banki importze gascems kredits); 10 — importioris banki agzavnis fuls eqsportioris bankSi; 11 — eqsportiori misi bankidan iRebs Tanxas. 450 • Semxvedri vaWroba. saerTaSoriso tranzaqciebSi gadaxdis damatebiTi meTodis saxiT gamoiyeneba Semxvedri vaWroba (counter trade). igi gulisxmobs firmis mier saqonlisa da momsaxurebaze fulis sanacvlod sxva ramis miRebas. Semxvedri vaWrobis saxesxvaobebia: barteri, Semxvedri yidva, iribi gamosyidva da ofseturi (kompleqsuri) garigeba. Semxvedri vaWrobis martivi formaa barteri (barter), rodesac mxareebi erTdroulad cvlian saqonels. SedarebiT rTuli formaa Semxvedri yidva, rodesac erTi firma mocemul droSi saqonels yidis meore firmaze, xolo anazRaurebas iRebs produqciis saxiT meore firmidan ufro gvian. es forma farTodaa gavrcelebuli. mas aseve uwodeben paralelur barters, radgan mxareebis mier xelSekrulebiT aRebuli valdebulebebis Sesruleba droSi erTmaneTs ar emTxveva. magaliTad, praqtikaSi aris SemTxvevebi, TviTmfrinavebi gayidon navTobze, yavaze, brinjze da a.S. Semxvedri vaWrobis erT-erTi formaa iribi gamosyidva (buy-bask), rodesac erTi firma meoreze yidis warmoebis saSualebebs, xolo anazRaurebis saxiT iRebs misi saSualebiT damzadebul produqcias. mag., saqsovi dazgis gayidvidan fulis nacvlad am dazgebiT damzadebuli windebis an sxva saxis msubuqi mrewvelobis produqciis miReba. Semxvedri vaWrobis mniSvnelovani formaa agreTve ofseturi garigeba (offset purechases), rodesac saeqsporto produqciis calkeuli komponentebi iwarmoeba importis qveyanaSi. aseTi SeTanxmeba gansakuTrebiT mniSvnelovania saxelmwifo organoebze samxedo teqnikis miyidvisas (reaqtiuli gamanadgureblebi, tankebi da a.S.). Semxvedri vaWrobis gasamartiveblad firmebs SeuZliaT moilaparakon kliringuli angariSis gaxsnis Sesaxeb. am SemTxvevaSi firma-eqsportiori iRebs valdebulebas Semxvedri vaWroba ganaxorcielos ekvivalenturi 451 TanxiT, romelic Caiwereba mis kliringul angariSSi. rodesac eqsportiori iZens saqonels misi partniorisagan, angariSidan Camoiwereba Sesabamisi Tanxa. 14.2. savaluto riskebis marTva imis gamo, rom saerTaSoriso firmebs Soris garigebebi xdeba ucxour valutaSi, maTi kursis ryevam SeiZleba gazardos an Seamciros riskebi. eqspertebi valutis gacvliTi kursis cvlilebasTan dakavSirebiT gamoyofen sami saxis risks: tranzaqciuri, translaciuri da ekonomikuri. tranzaqciuri riski. firma SeiZleba aRmoCndes tranzaqciuri riskis qveS, rodesac saerTaSoriso operaciebis finansur Sedegebze SeiZleba gavlena moaxdinos gacvliTi kursis ryevam, romelic moxdeba mas Semdeg, rac firma oficialurad aiRebs valdebulebas operaciis ganxorcielebaze. mocemuli riski damaxasiaTebelia mravali tipuri saerTaSoriso saqmiani operaciebisaTvis (tranzaqciebisaTvis), romelic xorcieldeba ucxour valutaSi. aRniSnuli operaciebi moicavs: saqonlis, momsaxurebis an aqtivebis yidvas; saqonlis, momsaxurebis anda aqtivebis gayidvas; kreditis miwodebas; fuladi saxsrebis nasesxobas. magaliTi: davuSvaT, rom amerikuli X univermaRi saaxalwlod apirebs saaTebis Sesyidvas SveicariaSi firmidan 5 mln Sveicariul frankad im pirobioT, rom gadaxda moxdeba miwodebis dros. garigeba Sedga 10 aprils, xolo mowodeba unda moxdes 10 dekembers. am momentidan X univermaRi eqceva riskis qveS imis gamo, rom garigebis dasasrulisaTvis, anu 10 dekembrisaTvis, saaTebis Rirebuleba, Siga valutis gacvliTi kursis (aSS dolarebSi) ryevebis Sedegad, SeiZleba gaizardos, Tumca araa gamoricxuli, rom Semcirdes kidevac. X univermaRs SeeZlo 452 Tavidan aecilebina riski kontraqtis dolarebSi dadebiT, magram maSin tranzaqciuri riskis qveS aRmoCndeboda Sveicaruli firma. saerTaSoriso tranzaqciebisas ori mxridan erT-erTi iRebs am risks. amerikul X firmas gaaCnia tranzaqciur riskTan midgomis ramdenime forma: - miiRos savaluto riski e.w. `SiSveli riski~; - ganaxorcielos Sveicaruli frankis forvarduli Sesyidva; - SeiZinos savaluto opcioni Sveicarul frankSi; - SeiZinos makompensirebeli aqtivi. ¾ savaluto riskis miReba. X firmas SeuZlia uari Tqvas tranzaqciur dacvaze, anu cnobierad miiRos savaluto riski. amiT firma uSvebs, rom aprilidan dekembramde aSS dolaris fasi moimatebs Sveicariuli fasis mimarT. Tu es marTlac moxda 10 dekembrisaTvis, firmas ufro naklebi dolari eqneba gadasaxdeli, magram, Tu piriqiT situacias eqna adgili, mas 5 mln Sveicariuli frankis ekvivalenti meti dolaris gadaxda mouwevs. `SiSveli~ variantis SerCevisas X firmas ar mouwevs Suamavlebze Tanxis gadaxda, rogorc amas aqvs adgili qvemoTmoyvanil sxva danarCen midgomebSi. ¾ Sveicariuli frankis forvarduli Sesyidva. X firmas SeuZlia Tavidan aicilos tranzaqciuri riski sxvadasxva xerxiT. magaliTad, mas SeuZlia winaswar iyidos savaluto bazarze Sveicariuli franki 10 oqtombrisaTvis `miwodebis~ vadiT. am midgomis mTavari mimarTulebaa is, rom X firmas garantirebuli aqvs fasi dolarebSi, romelic man unda gadauricxos firmas saaTebis Rirebulebis asanazRaureblad. uaryofiTi mxarea is, rom X firma xelidan uSvebs mogebis SesaZleblobas Sveicariul frankis mimarT aSS dolaris ganmtkicebis SemTxvevaSi. plius amas, amerikul firmas mouwevs garkveuli xarjebis gaweva bankis momsaxurebasa da damatebaze Sveicariuli frankis SeZenis dros. 453 ¾ Sveicariuli frankebiT savaluto opcionebis Sesyidva. X firmas SeuZlia Seisyidos savaluto opcioni oqtombris TveSi 5 mln Sveicariuli frankis SesaZenad. rogorc cnobilia, opcionebis Sesyidva myidvels saSualebas aZlevs, magram ar avaldebulebs, momavalSi SeiZinos gansazRvruli valuta fiqsirebuli fasiT. opcionis SeZeniT X firmas eZleva garantia gadaixados franki ara umetes imisa, rac naCvenebia opcionSi. oqtomberSi, rodesac dadgeba saaTebis anazRaurebis vada, X firma aRasrulebs opcions im SemTxvevaSi, Tu dolaris kursi frankis mimarT daiwevs, an ar gamoiyenos opcioni, Tu dolaris fasi aiwevs. aqedan Cans opcionis upiratesoba forvardul an fiuCersul kontraqtTan SedarebiT. opcionuri kontraqtis naklovaneba imaSi mdgomareobs, rom igi ufro Zviria hejirebis sxva xerxTan SedarebiT. opcionis fasi meryeobs 3,0-dan 5,5 %-mde garigebis mTliani Tanxidan. amitomac, am meTods mimarTaven ufro mdidari kompaniebi. opcionuri kontraqtis upiratesoba ki imaSi gamoixateba, rom misi saSualebiT SeiZleba mogebis miReba. Cveni magaliTis SemTxvevaSi dolaris kursis matebisas X firmas SeuZlia ar gamoiyenos opcioni da maSin igi dakargavs fuls misi moqmedebis vadis amowurvisas, xolo forvarduli da fiuCersuli kontraqtisas es SeuZlebelia. SeiZleba iTqvas, rom samive zemoTaRniSnuli tranzaqciis tipis gamoyenebisas firma erTnairadaa daculi valutis kursis dacemisas. • translaciuri riski. firmam aqcionerebis winaSe Tavisi saqmianobis Sesaxeb angariSis warsadgenad unda Seadginos konsolidirebuli finansuri angariSi da masSi unda Seitanos Tavisi Svilobili kompaniebis finansuri Sedegebi. amasTan, Tu Svilobil firmebSi aRricxva warmoebs ucxour valutaSi, SeiZleba warmoiqmnas garkveuli problemebi. translaciuri riski (translation exposure) ewodeba valutebis gacvliTi kursis cvlilebis gavlenas firmis finansur angariSebze, ris gamo adgili aqvs ucxo454 uri Svilobili kompaniebis Rirebulebis cvlilebas, gamoxatuls mSobeli (saTavo) firmis saSinao valutaSi. gacvliTi kursi fiqsirebuli rom iyos, aseTi riski ar iarsebebda. imis gamo, rom translaciuri riski warmoiSoba finansuri angariSgebis erT valutaSi konsolidirebis aucileblobis Sedegad, mas xSirad buRaltrul daucvelobasac uwodeben. translaciuri riskis magaliTi: davuSvaT, rom amerikulma X kompaniam britanul banks gadauricxa 15 mln aSS dolari, raTa misma Svilobilma firmam daiwyos operaciebi. aseve davuSvaT, rom fulis gadaricxvis dRes 1 funti sterlingi toli iyo 1,50 aSS dolaris. aseT viTarebaSi Svilobili firmis erTaderTi aqtivia sabanko angariSi 10 mln funt sterlingis moculobiT. Tu dolaris kursi gaizarda (1 funti=1,45 dolars), Svilobil kompanias isev 10 mln funti eqneba. magram, rodesac X kompaniis buRaltrebi konsolidirebul safinanso angariSs Seadgenen, investiciebi britanul Svilobil firmaSi Sefasebuli iqneba 14,5 mln aSS dolarad (10 mln х 1,45 aSS dolarze). amrigad, X korporaciis translaciuri danakargi iqneba 0,5 mln dolari (15 mln aSS dolars — 14,5 mln aSS dolari = 0,5 mln aS dolars). finansur menejerebs SeuZliaT Seamciron translaciuri riski balansis hejirebis meSveobiT, rodesac saerTaSoriso korporacia gaaTanabrebs Tavis aqtivebs denominirebuls gansazRvrul valutaSi, valdebulebebTan, aseve denominirebuls imave valutaSi. magaliTi: X kompania jorjias Statidan saqmianobs iaponiis dazRvevis bazarze. imisaTvis, rom daicvas Tavisi wminda investiciebi (4,8 mlrd aSS dolari) translaciuri riskisagan, kompania axorcielebs balansis ormag hejirebas. misi iaponuri Svilobili firma flobs 2,5 mlrd aSS dolaris Rirebulebis fasian qaRaldebs. sxva Svilobili firmebis dasafinanseblad saTavo (mSobel) kompania iaponiis bankebidan iRebs kredits, 1,3 mlrd aSS dolaris 455 ekvivalenturs, iaponur ienSi. am tranzaqciis Sedegad X kompaniam mniSvnelovnad Seamcira ienis fasis cvlilebasTan dakavSirebuli translaciuri riski. unda aRiniSnos, rom eqspertebs Soris arsebobs gansxvavebuli mosazreba, uRirs Tu ara firmas transaqciuri riskis dacva. specialistebis nawili Tvlis, rom menejerebma yuradReba ar unda miaqcion am risks da izrunon tranzaqciuri riskis Sesamcireblad. maTi azriT, tranzaqciuri risks SeuZlia realurad zaralis miyeneba maSin, rodesac translaciuri riski arsebobs mxolod qaRaldze — buRaltrul dokumentebSi. eqspertTa nawilis azriT ki, translaciuri riskis ignorireba dauSvebelia. • ekonomikuri riski. Tu kompania regularulad yidulobs an yidis saqonels da momsaxurebas sazRvargareT, igi mudmivad awydeba mogebis Semcirebisa da xarjebis zrdis risks, romelic dakavSirebulia valutebis kursebis araxelsayrel cvlilebasTan. strategiuli kuTxiT ekonomikuri riskis muqara imsaxurebs firmis umaRlesi xelmZRvanelobis mxridan mudmiv yuradRebas, radgan igi praqtikulad misi saqmianobis yvela mxares exeba (warmoeba, marketingi, finansuri dagegmva da a.S.). ekonomikuri riski ganekuTvneba momaval sakontraqto garigebebs, anu mas aqvs grZelvadiani xasiaTi da dakavSirebulia kompaniebis grZelvadian ganviTarebasTan. saerTaSoriso vaWrobaSi nebismieri kompaniisaTvis, romelic xarjebs eweva erT valutaSi, xolo Semosavals Rebulobs meore valutaSi warmoiSveba zaralis muqara. valutis kursis nebismieri cvlileba iwvevs kompaniis finansuri da sabazro mdgomareobis gauaresebas an gaumjobesebas. ekonomikur risks SeiZleba hqondes damRupveli Sedegi msxvili kompaniis ganviTarebis strategiaSi. arsebobs ekonomikuri riskis ori mTavari Sedegi kompaniisaTvis gacvliTi kursis araxelsayreli cvlilebis SemTxvevaSi: 456 - mogebis Semcireba momaval opcionebze. aseT ekonomikur risks ewodeba pirdapiri; - safaso konkurentunarianobis garkveuli nawilis dacva ucxour mwarmoeblebTan SedarebiT. aseT ekonomikur risks ewodeba iribi. pirdapiri ekonomikuri riskis wyaroa operaciebi, romlebic ganxorcieldeba momavalSi. irib ekonomikur risks ganekuTvneba gamowveuli valutebis kursebis moZraobiT xarjviTi da safaso konkurentunarianobis cvlileba. ekonomikur risks gansakuTrebiT eqvemdebareba grZelvadiani investiciebi SenobebSi, nagebobebSi da mowyobilobebSi, maSinac ki, rodesac isini mdebareoben firmis Siga bazarze. ekonomikuri riskis marTvis mniSvnelovani elementia gacvliTi kursis cvlilebebis albaTobebis analizi da Sefaseba. am saqmeSi aqtiuri monawileoba unda miiRon saerTaSoriso firmebma, konsultantebma da eqspertebma, gansakuTrebiT ki saerTaSoriso savaluto fondma da msoflio bankma. 14.3. sabrunavi kapitalis marTva savaluto riskis marTva mWidro kavSirSia saerTaSoriso kompaniebis finansuri menejmentis meore amocanasTan — sabrunavi kapitalis marTvasTan. transnacionalur kompaniebSi es amocana ufro rTulia, vidre wminda nacionalur firmebSi. transnacionaluri kompaniebis menejerebma unda gaaanalizon TiToeuli Svilobili sawarmos sabrunavi kapitali, Tanac TiToeul valutaSi, romlebSic es sawarmoebi axorcieleben operaciebs, agreTve, mTlianad korporaciis doneze. amasTan, maT unda uzrunvelyon dabalanseba sami korporaciuli finansuri miznis: finansuri saxsrebis naSTebis minimizacia; valutebis 457 konvertaciaze tranzaqciuri danaxarjebis Semcireba; savaluto riskis Semcireba. • fuladi saxsrebis naSTebis minimizacia. firmas angariSze yovelTvis unda gaaCndes fuladi saxsrebis garkveuli naSTi. aseTi Tavisufali fuli saWiroa nebismieri saerTaSoriso da erovnuli firmisaTvis ori mizezis gamo: pirveli, man unda uzrunvelyos tranzaqciebi da meore, dafaros firmis fulze gauTvaliswinebeli moTxovnilobebi. amave dros, firmisaTvis araxelsayrelia didi raodenobis fuladi saxsrebis naSTis qona, radgan fulis umoZraod arseboba amcirebs sawarmos efeqtiani funqcionirebis dones. gamomdinare aqedan, nebismieri firmis winaSe dgeba Tavisufali finansuri saxsrebis optimizaciis amocana. fuladi saxsrebis naSTebis minimizaciis erT-erTi meTodi transnacionalur kompaniebSi fuladi saxsrebis centralizebuli marTvaa (centralisied cash management). korporaciis finansuri menejeri (e.w. `qeS-menejeri~) koordinacias uwevs sawarmos fuladi nakadebis moZraobas. korporaciis Svilobili kompania saTavo ofisis menejerebs sistematurad ugzavnis moklevadian periodSi fuladi saxsrebis sakaso mdgomareobis analizis angariSs. am ukanasknels centraluri menejerebi iyeneben korporaciis masStabiT fuladi naSTebis optimizaciis, investirebis da nasesxobis moculobis dagegmvisaTvis moklevadian periodSi. centraluri menejerebi moiTxoven Svilobili kompaniebisagan, rom Warbi saxsrebi, anu operaciuli moTxovnilebis zemoT arsebuli fuli gadaricxon centraluri korporaciis angariSze. akumulirebuli Tanxidan saWiroebis SemTxvevaSi Svilobil kompaniebs gadaericxebaT fuli. amiT xdeba erT kompaniaSi Warbi fuliT meore kompaniis deficitis dafarva. • valutis konvertaciaze danaxarjebis minimizacia. saerTaSoriso korporaciebis Svilobili kompaniebi xSirad erTmaneTs Soris vaWroben mza produqciiT da 458 komponentebiT. Sedegad amisa, Svilobil kompaniebs Soris xdeba fuladi angariSsworeba miwodebul saqonelsa da momsaxurebaze. mTlianobaSi sabanko momsaxurebaze, Tanxebis gadaricxvasa da valutis konvertirebaze gaweuli xarjebi sakmaod didia. aRniSnuli tranzaqciuri xarjebi SeiZleba mniSvnelovnad Semcirdes Svilobili kompaniebis mier ormxrivi netingis (bilateral netting) gamoyenebis SemTxvevaSi, rac niSnavs ori kompaniis mier urTierTvaldebulebaTa erTmaneTisaTvis CaTvlas. konvertaciaze danaxarjebi SeiZleba kidev ufro Semcirdes mravalmxrivi netingis (multilateral netting) gamoyenebis SemTxvevaSi, romelSic monawileoben 3,4 da meti bizneserTeuli. • savaluto riskis minimizacia. saerTaSoriso korporaciebis menejerebs uxdebaT valutebis nakrebis optimizacia, raTa minimumamde daiyvanon savaluto riski. firmebi xSirad iyeneben gadaxdebis daswrebisa da dayovnebis strategias (Leads and Lags strategy), rac niSnavs im valutebis maragis gazrdas, romlebzedac mosalodnelia fasis zrda da im valutebis maragis Semcirebas, romelic momavalSi SeiZleba gaiafdes. magaliTad, Tu mosalodnelia X valutis kursis Semcireba, finansuri menejerebi cdiloben minimumamde daiyvanon am valutis likviduri aqtivebi, moiTxovon am valutiT denominirebuli debitoruli davalianebis gadaxdis daCqareba an sabanko angariSebze misi naSTebis Semcireba. garda amisa, menejerebi Seecdebian am valutiT firmis moklevadiani davalianebebis gazrdas imiT, rom gaaWianuron am valutiT denominirebuli savaluto davalianebebis gadaxda anda gazardon moklevadiani sesxebis moculoba. piriqiT, Tu mosalodnelia X valutis Rirebulebis zrda finansuri menejerebi Seecdebian am valutis maragebis gazrdas. aRniSnuli taqtikiT moqmedebdnen aziis saxelmwifoebis bankebi 1999 wels cnobili aziuri finansuri krizisis dros. 459 14.4. ucxouri kapitaldabandebebis Sefaseba saerTaSoriso firmebis finansuri menejmentis erT-erTi mniSvnelovani ubania kapitaldabandebaTa Sefaseba. firmebs gaaCniaT SezRuduli finansuri saxsrebi investiciebisaTvis maSin, rodesac proeqtebi uamravia. amitomac finansur menejerebs unda gaaCndeT proeqtebis SemuSavebis, analizisa da SerCevis meqanizmebi, romlebSic firma ganaxorcielebs investiciebs. arsebobs sainvesticio proeqtebis Sefasebis mravali midgoma, magram yvelaze gavrcelebul Sefasebis kriteriumebs ganekuTvneba: wminda dayvanili faseuloba; rentabelobis Siga norma; mogebis periodi. • wminda dayvanili faseuloba. am modgomas zogjer wminda Rirebulebasac uwodeben. igi efuZneba finansuri Teoriis sabazo koncefcias, romlis Tanaxmad fuli dRes ufro Zviri Rirs, vidre igive fuli eRireba xval. imisaTvis, rom gaviangariSoT proeqtis wminda dayvanili faseuloba, firmis finansuri menejerebi afaseben fulad nakadebs, romlebic proeqtis mier iqneba generirebuli TiToeul periodSi, Semdeg adiskontireben maT, dayavT drois mimdinare momentisaTvis. mraval proeqtSi pirveli wlebis fuladi nakadebi uaryofiTia, ramdenadac firma xarjavs fulad saxsrebs Tavdapirvel investiciebze da principSi arc aqvs operaciuli warmatebebis molodini. Semdeg wlebSi, cxadia, firma cdilobs miiRos fuladi saxsrebis dadebiTi nakadi. finansurma menejerebma unda gadawyviton diskontirebis rogori ganakveTi gamoiyenon gaangariSebebSi. am ganakveTis mniSvneloba kapitalis Rirebulebidan gamomdinare ganisazRvreba. magaliTad, Tu firmisaTvis kapitalis Rirebuleba Seadgens 10%-s, maSin proeqtebiT generirebuli fuladi nakadebis diskontireba da wminda dayvanili faseulobis gaangariSeba ganxorcieldeba 10%-is toli ganakveTiT. firma ganaxorcielebs mxolod im proeqtebs, rom460 lebisTvisac wminda dayvanili faseuloba iqneba dadebiTi. wminda dayvanili faseulobis kuTxiT SeiZleba Sefasdes rogorc erovnuli, aseve ucxouri proeqtebi. amasTan, saerTaSoriso proeqtebis Sefasebisas saWiroa gaTvaliswinebul iqnas ramdenime damatebiTi faqtori, maT Soris: Sesworeba riskze, gaangariSebis valutis SerCeva da im farglebis gansazRvra, romelSiac Catardeba Sefaseba. ¾ Sesworeba riskze. ramdenadac saerTaSoriso proeqtebi ufro riskiania erovnulTan SedarebiT, saerTaSoriso firmebs SeuZliaT SemoiRon Sesabamisi koreqtivebi, an diskontirebis ganakveTebis gamadidebeli an fuladi nakadebis sididis Semamcirebeli. riskze Sesworebis sididem unda asaxos qveyanaSi, sadac xorcieldeba proeqti, samuSaos riskianobis xarisxi. igi magaliTad, germaniaSi dabalia, radgan am qveyanaSi stabiluri politikuri garemo da ganviTarebuli infrastruqturaa. am mxriv sapirispiro poluszea indonezia da sxva saomar mdgomareobaSi myofi da susti infrastruqturis mqone qveynebi. ¾ valutis SerCeva. gadawyvetilebis miReba, Tu romel valutaSi unda Sefasdes proeqti, damokidebulia investiciis bunebaze. Tu proeqti warmoadgens ucxouri Svilobili kompaniebis saqmianobis ganuyofel nawils, upiratesoba mieniWeba ucxour valutas. ¾ gaangariSebis Catarebis CarCoebi. unda ganisazRvros, Tu rogori poziciiT unda Sefasdes fuladi nakadebi wminda dayvanili faseulobis dasadgenad: mSobeli (saTavo) kompaniis, Tu sakuTriv proeqtis poziciidan. • rentabelobis Sida normebi. investiciuri proeqtebis Sefasebis meore gavrcelebuli midgoma mdgomareobs Siga rentabelobis normis gaangariSebaSi. am SemTxvevaSi finansuri menejerebi jer gaiangariSeben fulad nakadebs, romlebsac qmnis TiToeuli proeqti. Sem461 deg isini angariSoben diskontirebis ganakveTs, romelic iwodeba rentabelobis Siga normad, romliTac wminda dayvanili faseuloba nulis tolia. finansurma menejerebma unda daakoreqtiron TavianTi gaangariSebebi nebismieri Sigasafirmo fuladi gadasaxdelebiT, romlebic ar axdenen gavlenas fuladi nakadis mniSvnelobaze. amis Semdeg isini proeqtis rentabelobis Siga normas udareben Semosavlianobis minimalur normas an mogebis minimalur normas, romelsac firma Tvlis misaRebad Tavisi kapitaluri dabandebisaTvis. firma axorcielebs mxolod im proeqtebs, romelTa rentabelobis Siga norma maRalia Semosavlianobis minimalur normaze. • gamosyidvis periodi. proeqtebis SerCevis da Sefasebis mesame midgoma mdgomareobs gamosyidvis periodis (payback period) — wlebis gansazRvraSi, romlis ganmavlobaSi firma aanazRaurebs anda `gamoisyidis~ mis Tavdapirvel fulad investicias proeqtis Semosavlebis xarjze. am meTodis simartivis gamo mravali firma iyenebs mas proeqtebis winaswari SerCevisas. firmas SeuZlia gamoiyenos erovnuli proeqtisaTvis kriteriumebis erTi nakrebi, xolo ucxourisaTvis — sxva nakrebi. 14.5. kapitalis dafinansebis saerTaSoriso wyaroebi • Siga wyaroebi. saerTaSoriso sawarmoebis kapitaluri dabandebebis dafinansebis erT-erTi wyaroa Sigasafirmo fuladi nakadebi (mogeba, amortizacia, aramaterialuri aqtivebis Camowera), Seqmnili mSobel (saTavo) kompaniasa da mis Svilobil sawarmoebSi. garkveuli samarTlebrivi SezRudvebiT, saTavo kompanias SeuZlia erTerTi Svilobili kompaniis mier generirebuli fuladi nakadi gamoiyenos nebismieri sxva misi Svilobili sawarmos investiciuri proeqtebis dasafinanseblad. fuladi 462 nakadi SeiZleba Svilobili sawarmoebis mier saTavo kompaniaSi gadaagzavnos dividendis formiT. es saxsrebi SeiZleba miewodos sxva Svilobil sawarmos sesxis saxiT an am sawarmos aqcionerul kapitalSi damatebiTi dabandebis saxiT. mSobeli (saTavo) kompaniis mier saxsrebis gadaadgileba Tavis Svilobil sawarmoebs Soris SeiZleba Seaferxos orma samarTlebrivma SezRudvam. pirveli — Tu mSobeli kompania aris ara erTaderTi damfuZnebeli Svilobili sawarmoebis, maSin man unda daicvas sxva aqcionerebis uflebebi. Tu Svilobili sawarmo mTlianad ekuTvnis erT kompanias, maSin saxsrebis gadanawilebis problemas ar eqneba adgili. meore — zogierTi qveyana fuladi saxsrebis Sigakorporaciul gadaadgilebas aferxebs im mxriv, rom zRudavs mogebis repatriacias. magram, Tu mSobel (saTavo) kompanias ar SeuZlia gadmoiricxos Tanxa dividendis saxiT Svilobili sawarmodan, mas SeuZlia igi gadaanawilos sesxis saxiT sxva Svilobil sawarmoze. erT-erTi variantiT mSobel kompanias SeuZlia Svilobili sawarmodan miiRos fuladi saxsrebi misi savaWro markebis, saavtoro uflebebis an patentebis gasamrjelos saxiT, an kidev anaricxebis saxiT saerTokorporaciuli an administraciuli xarjebis dasafaravad. • sagareo wyaroebi. investiciuri proeqtebis dafinansebisaTvis saerTaSoriso firmas SeuZlia mimarTos investiciur bankebs. Tu firmas aqvs sakuTari kapitalis gazrdis survili, banks rogorc Suamavals, SeuZlia misi aqciebi ganaTavsos rogorc mSobliuri qveynis investiciebSi, aseve mimReb qveyanaSi da sxva qveynebSi. transnacionaluri kompaniebi saerTaSoriso doneze kapitalis mozidvisaTvis uSveben TavianT aqciebs mimoqcevaSi ramdenime qveynis safondo bazrebSi. 463 sakontrolo kiTxvebi: 1. daaxasiaTeT saerTaSoriso garigebebis dros warmoqmnili ZiriTadi problemebi da maTi gadawyvetis gzebi. 2. gadaxdebis romeli ZiriTadi xerxebi da angariSsworebis romeli formebi gamoiyeneba saerTaSoriso tranzaqciebSi? 3. raSi mdgomareobs dokumenturi inkasos arsi? 4. akreditiviT angariSsworebis rogori tipebi gamoiyeneba praqtikaSi? 5. daaxasiaTeT tranzaqciuli riskis arsi da am saxis riskis marTvis formebi. 6. ras niSnavs translaciuri riski da rogor SeiZleba am saxis riskis Semcireba? 7. daaxasiaTeT ekonomikuri riski. 8. rogor xdeba fuladi saxsrebis naSTebis minimizacia? 9. axseniT valutis konvertaciaze danaxarjebis minimizaciis arsi. 10. rogor xdeba savaluto riskis minimizacia? 11. kapiltabandebebis Sefasebis rogori xerxebi SeiZleba iqnas gamoyenebuli saerTaSoriso firmebSi? 12. daaxasiaTeT kapitalis dafinansebis saSinao da sagareo faqtorebi. literatura: 1. Гриффин Р., Пастей М., Международный бизнес, 4-ое изд. Питер.- 2006; 2. Чиченов М.В., Основы международного бизнеса: учебное пособие.-М.: КНОРУС, 2009; 3. Шевчук Д.А., Международная финансовая система: учебное пособие.-Ростов н/ Д: Феникс, 2006. 464 Tavi XV saerTaSoriso finansuri aRricxva da dabegvra Sesaswavli sakiTxebi: 1. saerTaSoriso finansuri aRricxvisa da dabegvris arsi; 2. saerTaSoriso dabegvra. 15.1. saerTaSoriso finansuri aRricxvisa da dabegvris arsi finansuri aRricxva (Financial Accounting) aris fuladi saxsrebis, finansuri resursebis moZraobis aRricxva. finansuri aRricxvis sistemis mizania im ekonomikuri informaciis identifikacia, Sefaseba da gavrceleba, romlebic gamoiyeneba gadawyvetilebis misaRebad. amgvari informaciis momxmarebelTa wre sakmaod farToa. marketinguli, finansuri da strategiuli gadawyvetilebebis misaRebad finansuri aRricxvis Sedegebs iyeneben menejerebi da top-menejerebi. investorebi am informaciis Sedegebze dayrdnobiT iReben gadawyvetilebebs sxvadasxva finansuri valdebulebebis Sesaxeb, xolo saxelmwifo organoebi misi saSualebiT afaseben sameurneo subieqtis mier gadasaxdeli gadasaxadis sidides da aregulireben fasiani qaRaldebis emisiis process. xSirad finansur aRricxvas (buRaltrul aRricxvas) `biznesis enas~ uwodeben. aRsaniSnavia, rom erovnul firmebTan SedarebiT, saerTaSoriso korporaciebis buRaltruli aRricxvis amocanebi ufro mravalferovani da rTulia. saqme imaSia, rom qveynis Siga bazarze momuSave firmisaTvis aucilebelia aRricxvis sistema Seesabamebodes adgilobriv profesiul da sakanonmdeblo normebs. rac Seexeba transnacionalur kompaniebs da maT Svi465 lobil sawarmoebs, maTi finansuri aRricxvis sistema unda akmayofilebdes yvela im qveynis winaaRmdegobriv standartebs, sadac isini ewevian sameurneo saqmianobas da axorcieleben Sesabamis finansur operaciebs. garda amisa, saerTaSoriso kompania gadasaxads ixdis im qveyanaSi, sadac eweva Tavis saqmianobas im buRaltruli dokumentebis safuZvelze, romelic dakanonebulia am qveyanaSi. firmis efeqtiani marTvisaTvis menejerebs sWirdeba buRaltruli informacia, romelic Sedgenilia aRricxvis adgilobrivi standartebis Sesabamisad da denominirebulia adgilobriv valutaSi. amave dros, saTavo (mSobel) korporaciebs ucxo qveynebSi momuSave Svilobili sawarmoebis saqmianobis SefasebisaTvis esaWiroebaT buRaltruli dokumentebis gadayvana im wesebze da procedurebze rac dadgenilia saTavo ofisis qveyanaSi. sirTuleebi warmoiqmneba, rodesac saTavo korporacias uxdeba mraval sxvadasxva qveyanaSi momuSave Svilobili sawarmoebis buRaltruli masalebis gaerTianeba da konsolidirebuli finansuri angariSebis Sedgena. mdgomareobas arTulebs is garemoebac, rom swrafad icvleba valutebis gacvliTi kursi, romlis momentaluri aRricxva faqtobrivad rTuli da xSir SemTxvevaSi SeuZlebelia. aseve, saerTaSoriso investorebs TavianTi kapitalis gansaTavseblad esaWiroebaT im qveynis buRaltruli informacia, sadac isini apireben kapitalis dabandebas, miuxedavad imisa, romel valutas iyeneben da rogoria aRricxvis forma ama Tu im qveyanaSi. SeiZleba iTqvas, rom globaluri ekonomikis ganviTarebisaTvis saerTaSoriso investorebi unda flobdnen zust da saimedo informacias calkeul qveyanaSi arsebuli buRaltruli angariSgebebidan, raTa miiRon investiciuri gadawyvetileba. aseTi informaciis ararsebobam SeiZleba gamoiwvios buRaltruli skandali, amitomac finansuri aRricxva gadis erovnul sazRvrebs gareT da igi saerTaSoriso saxes iRebs. 466 saerTaSoriso biznesi unda daefuZnos buRaltruli aRricxvis iseT sistemas, romelic firmis menejerebs uzrunvelyofs rogorc Siga informaciiT mmarTvelobiTi gadawyvetilebebis misaRebad, aseve gare informaciiT, romelic saWiroa aqcionerebisaTvis, sakredito organizaciebis da saxelmwifo organoebisaTvis, sadac funqcionirebs firma. finansuri aRricxvis praqtikaze gavlenas axdens mravali faqtori, romelTa Soris aRsaniSnavia Semdegi: sakanonmdeblo, politikuri, kulturuli da ekonomikuri. es faqtorebi yvela qveyanaSi araerTgvarovania da, Sesabamisad, buRaltruli aRricxvis ZiriTadi miznebi da midgomebic gansxvavebulia. zogadi samarTlis qveynebSi (didi britaneTi, aSS) buRaltruli procedurebis ganviTareba xorcieldeba gadawyvetilebaTa safuZvelze, romelsac iReben standartizaciis damoukidebeli organoebi, rogoricaa aRricxvis standartebis biuro (didi britaneTi) anda finansuri aRricxvis standartebis biuro (FASB) aSS—Si. aRniSnuli biuroebi TanamSromloben profesional buRalterTa jgufTan, maT Soris, nafic buRalterTa institutebTan. zogadi samarTlis qveynebis buRaltrebi ZiriTadad efuZnebian e.w. sayovelTaod miRebul buRaltrul principebs (Generally Acceptd Accounting Principles – GAAP), romelic buRaltrebs aZlevs Tavisufali moqmedebis saSualebas TavianTi profesiuli SexedulebebiT asaxon zusti da miukerZoebeli informacia. zogierT qveyanaSi, piriqiT, finansuri aRricxvis procedurebi da standartebi metwil SemTxvevaSi kodificirebulia, aRricxvis praqtika ganisazRvreba profesionaluri jgufebis ara koleqtiuri gadawyvetilebebiT, aramed kanoniT. magaliTad, safrangeTSi ekonomikaze mTavrobis centralizebulma kontrolma Tavisi asaxva hpova erTian erovnul angariSTa gegmaSi, romliTac sargeblobs yvela franguli firma. analogiurad, germaniaSi buRaltruli praqtika xorcieldeba kanonisa da sa467 samarTlo gadawyvetilebis moTxovnebis mkacri SesabamisobiT. aRricxvis praqtikaze gavlenas axdens agreTve qveynis sakanonmdeblo sistema. bevr ganviTarebul qveyanaSi sawarmoTa qceva regulirdeba sajaro da kerZo normebiT, an maTi kombinaciiT. ramdenadac franguli da germanuli buRaltruli procedurebi kanoniTaa dadgenili, am qveynebis saaRricxvo saqmianobaSi wamyvani adgili ganekuTvneba saxelmwifos. safrangeTSi auditorebs kanoni avaldebulebs gamovlenili yovelgvari kanondarRveva acnobon xelisuflebas. aSS-Si, piriqiT, buRaltrul praqtikaSi keTilsindisierebis da sizustis uzrunvelyofa upiratesad kerZo wesiT wydeba. amasTan, momTxovneloba Zalian maRalia, rasac adasturebs auditoruli Semowmebis Sedegad mravali avtoritetuli firmebis gakotreba. finansuri aRricxvis sistemaze garkveul gavlenas axdens agreTve qveynis erovnuli kultura. magaliTad, safrangeTSi aRricxvis sistemaze aisaxeba am qveynis statistikuri tradiciebi, risi erT-erTi gamoxatulebaa msxvili firmebis mier savaldebulo wesiT `socialuri balansis~ gamoqveyneba, romelic axasiaTebs Sromis koleqtivebTan da xelfasebTan urTierTobis sakiTxebs. germaniaSi ki aRricxvis praqtika mibmulia inflaciur movlenebTan da a.S. qveynis sabuRaltro procedurebze aseve gavlenas axdens saerTaSoriso politikuri kavSirebi. magaliTad, did britaneTs, safrangeTs da niderlandebs SeunarCundaT politikuri urTierTobebi mis yofil koloniebTan, ris gamo maTi buRaltruli procedurebi analogiuria. aSS-is buRaltruli aRricxvis praqtikazea dafuZnebuli misi yofili koloniis — filipinebis buRaltruli saqmianoba. buRaltrul praqtikaze garkveulwilad moqmedebs qveynis ekonomikuri sistema. gegmiani ekonomikis piro468 bebSi (ssrk, socialituri qveynebi) aRricxvis sistema mowodebulia saxelmwifo dagegmvis organoebi uzrunvelyos informaciiT produqciis gamoSvebis moculobaze. finansuri angariSgebis erovnul standartebze SeiZleba gavlena moaxdinos kapitalis bazrebmac. amerikuli firmebi ZiriTadad kerZo investirebazea dafuZnebuli, ris gamo aRricxvis standartebi mimarTulia autsaiderebis zusti da sasargeblo informaciiT uzrunvelyofisaken. amitomac, aqcioneruli sazogadoebebis dafuZneba unda Seesabamebodes finansuri angariSgebis yvela moTxovnas, romelic dadgenilia fasiani qaRaldebis da birJebis komisiis mier (Securities and Exchange Comission – SEC). germaniaSi ki buRaltruli aRricxvis praqtika mimarTulia ZiriTadad kreditorTa moTxovnilebis dasakmayofileblad. analogiuri situacia SeimCneva iaponiaSic. amrigad, TiToeul qveyanaSi finansur angariSgebebze specifikurad aisaxeba politikuri, kulturuli, sakanonmdeblo da ekonomikuri faqtorebi. isini zemoqmedebas axdenen buRaltrebis qcevasa da maT mier aRricxvisadmi sxvadasva aspeqtiT midgomebze. gansxvavebuli midgomebi, Tavis mxriv, asaxvas poulobs firmis mogebis moculobaSi, aqtivebis SefasebaSi, gadasaxadebis sidideebSi, qveyanaSi saqmiani operaciebis gagrZeleba-Sewyvetis Sesaxeb gadawyvetilebis miRebaSi. saerTaSoriso sawarmoebi, romlebic efuZnebian buRaltruli aRricxvis ucxour wesebs, magram ar iTvaliswineben gansxvavebebs, did risks ewevian, romelic SeiZleba maTi saqmianobis dasasrulis mizezi gaxdes. gamomdinare aqedan, mizanSewonilad migvaCnia mokled mimovixiloT sxvadasxva qveynebis aRricxvis sistemis ZiriTadi Taviseburebebi. aqtivebis Sefaseba da gadafaseba. angariSgebis sistemebi bevr qveyanaSi efuZneba Tavdapirvel RirebulebiT Sefasebas, rac niSnavs, rom buRaltrul dokumentebSi aqtivi aisaxeba Sesasyid fasSi cveTis gamoklebiT. mag469 ram, inflaciis gamo aqtivebis sabazro Rirebuleba gacilebiT metia mis Tavdapirvel Rirebulebaze. es problema sxvadasxva qveyanaSi gansxvavebulad wydeba. zogierT qveyanaSi (magaliTad, niderlandebSi) nebadarTulia balansSi aseTi aqtivebis gazrda da realuri aRdgeniTi RirebulebiT asaxva. did britaneTSi TviTon buRaltrebi irCeven midgomas — asaxon aqtivebi Tavdapirveli Tu aRdgeniTi RirebulebiT, an maTi kombinaciiT. aseTive Tavisufali arCevnebis ufleba gaaCniaT avstraliel aRricxvis muSakebs. am qveynis firmebs SeuZliaT cvlilebebi Seitanon grZelvadiani aqtivebis RirebulebaSi inflaciis gaTvaliswinebiT. aSS-sa da iaponiaSi msgavsi zrdadi gadafaseba dauSvebelia. aqtivebis gadafasebis meTodologiaSi arsebuli gansxvavebebi miuTiTebs imazed, rom sxvadasxva qveynis firmebis buRaltruli balansebis Sedareba moiTxovs frTxil da SemoqmedebiT midgomas. sasaqonlo-materialuri balansebis Sefaseba. sayovelTaod aRiarebulia maragebis Sefasebis ori ZiriTadi meTodi; pirveli meTodi (Last in, first out) — maragebis Sefaseba pirveli Sesyidvis fasiT da meore meTodi — (First in, first out) — Sefaseba ukanaskneli Sesyidvis mixedviT. advili misaxvedria, rom inflaciis dros pirveli meTodiT Sefasebisas adgili aqvs firmis realizebuli saqonlis saangariSo TviTRirebulebis mniSvnelovan zrdas. meore meTodi uzrunvelyofs ufro gamWvirvale Sefasebas vidre pirveli. ori firmis efeqtianobis Sedarebisas aucilebelia vicodeT, Sefasebis romel meTods gamoiyenebs TiToeuli maTgani. amerikul, iaponur da kanadur firmebs SeuZliaT nebismieri meTodis gamoyeneba. avstraliaSi pirveli meTodi ar gamoiyeneba, xolo axal zelandiaSi igi daSvebulia, magram, rogorc wesi, ar gamoiyeneba. braziliuri da britanuli firmebi gamoiyeneben mxolod pirvel meTods. msoflios sxvadasxva qveyanaSi araerTgvarovania damokidebuleba sagadasaxado organoebTan. firmis anga470 riSgebiTi dokumentacia warmoadgens misi sagadasaxado valdebulebebis gaangariSebis safuZvels. germaniaSi buRaltruli procedurebi mkafiodaa Camoyalibebuli e.w. komerciul kodeqsSi, romelic SesabamisobaSia qveynis sagadasaxado kanonmdeblobasTan. Sedegad amisa, ar arsebobs gansxvaveba aqcionerebisaTvis finansur angariSgebebsa da sagadasaxado organoebisaTvis finansur angariSgebebs Soris. sxva mdgomareobaa aSS-Si. aq firmebi adgenen ori sxvadasxva saxis finansur angariSgebebs, maT Soris, erTi gankuTvnilia sagadasaxado miznebisaTvis, xolo meore — aqcionerebisaTvis. aSS sagadasaxado kanonmdebloba firmebs aZlevs uflebas, Seamciron dasabegri Semosavali. kerZod, amerikuli firmebi xSirad iyeneben amortizaciis daCqarebul daricxvas sagadasaxado miznebisaTvis, magram ara finansuri angariSgebebis Sedgenis miznebisaTvis. germaniaSi firmebs msgavsi SesaZlebloba ar gaaCniaT, radgan cveTis daCqarebulad daricxvisas sagadasaxado miznebisaTvis, rac iwvevs mimdinare wels gadasaxadebis Semcirebas, germaniaSi imavdroulad igi unda aisaxos aqcionerebisaTvis Sedgenil angariSgebebSi, rac amcirebs monacemebs Semosavlebis Sesaxeb. faqtobrivad, germaniaSi upiratesobas aniWeben ufro maRal gadasaxadebs, vidre Semosavlebis Semcirebas. safrangeTis buRaltruli aRricxvis praqtikaSi sagadasaxado kanonmdebloba gansakuTrebul rols TamaSobs. rogorc cnobilia, am qveyanaSi aRricxva efuZneba gansakuTrebul procedurebs saxelmwifos mier dadgenili angariSTa erTiani gegmis Tanaxmad. iseve rogorc germanul sistemaSi, sagadasaxado miznebisaTvis Rirebulebis Semcireba dauSvebelia wliur finansur angariSgebaSi asaxvis gareSe. ramdenadac sagadasaxado kanonmdeblobas dominirebuli adgili gaaCnia sabuRaltro aRricxvaSi, franguli firmebi xSirad amcireben sagadasaxado zewolas. amasTan, amcireben TavianT Semosavlebisa da wminda aqtivebis saangariSgebo maCveneblebs. 471 erovnuli aRricxvis sistemebis gansxvavebuloba SeiniSneba agreTve sarezervo angariSebis gamoyenebaSi, romelSic fiqsirdeba momavali is prognozuli xarjebi, romlebic gavlenas axdenen firmis muSaobaze. magaliTad, saqonlis sabiTumo mimwodebelma, romelmac icis, rom gadatvirTuli produqciis raRac nawili ar iqneba anazRaurebuli, xolo nawili sacalo vaWrobidan ukan dabrundeba, unda Seqmnas sarezervo angariSi uimedo valebisa da dabrunebuli saqonlisaTvis. aSS-Si aseTi angariSis Seqmna SezRudulia da saTanadod kontroldeba sagadasaxado samsaxurisa da fasiani qaRaldebis da birJebis komisiis mier. sagadasaxado sammarTvelo zRudavs maT Seqmnas, radgan, erTi mxriv, am angariSze gadaricxvebi amcirebs dasabegr Semosavals, xolo, meore mxriv, fasebma SeiZleba moaxdinon sarezervo angariSebis manipulireba da Seqmnan TavianTi finansuri mdgomareobis araswori suraTi. germaniaSi am mxriv ufro liberaluri midgomaa. germanul firmebs SeuZliaT gaxsnan sarezervo angariSi momavali potenciuri xarjebisaTvis (gadavadebuli remonti, saerTaSoriso riskebi). es rezervebi amcireben saangariSo mogebas da, Sesabamisad, mogebis sagadasaxado bazas, ris gamo igi aqtiurad gamoiyeneba. germanuli firmebi sarezervo angariSebis meSveobiT xSirad abalanseben TavianTi Semosavlebis ryevebs. warmatebul wlebSi am angariSze ricxaven msxvil Tanxas, xolo warumateblobis SemTxvevaSi iyeneben mas rezervis saxiT. amitomac, germanuli firmebis saangariSo Semosavali ufro stabiluria amerikulTan SedarebiT, ris gamo gare investors araswori Sexeduleba eqmneba. uro sworad, mas urTuldeba gadawyvetilebis miReba rogor moaxdinos saerTaSoriso portfelis diversificireba, raTa Seamciros investiciebis riskis xarisxi. garda zemoaRniSnulisa, arsebobs mTeli rigi procedurebi, romlebic gansxvavebulia sxvadasxva qveynis 472 aRricxvis sistemaSi, romelTa Soris unda aRiniSnos Semdegi: ¾ amerikuli, britanuli da kanaduri firmebi valdebulni arian moaxdinon finansuri arendis (lizingis) kapitalizeba maSin, rodesac frangul da Sveicarul firmebs aseTi ufleba aqvT, magram ara valdebuleba; ¾ amerikuli da britanuli firmebisaTvis savaldebuloa konsolidirebuli finansuri angariSgebis Sedgena, xolo germanul firmebs SeuZliaT ar moaxdinon Svilobili kompaniebis angariSgebebis konsolidireba, Tu maTi saqmianoba mniSvnelovnadaa gansxvavebuli saTavo firmis saqmianobisagan an kidev aseTi konsolidacia did danaxarjebTanaa dakavSirebuli; ¾ mravali qveynis firmas neba aqvs darTuli, moaxdinos samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebze xarjebis kapitalizacia, Tumca aSS-Si es praqtika akrZalulia (arsebobs gansakuTrebuli gamonaklisebi); ¾ cnobilia, rom firma, romelic yidulobs sxva firmas, xSirad uxdis mas imaze met Tanxas rac misi sabalanso Rirebulebaa. sxvaoba sabalanso Rirebulebasa da Sesyidvis fass Soris iwodeba saqmian reputaciad (`gudvili~). niderlandebSi saqmiani reputacia Camoiwereba 5 wlis ganmavlobaSi, Tumca firmebs misi Camowera SeuZliaT SesyidvisTanave an 10 wlis xangrZlivobiT. britanul firmebs aseve SeuZliaT dauyovnebliv Camoweron gudvili an moaxdinon misi balansSi kapitalizacia Semdgomi Camoweris uflebiT. franguli firmebi saqmian reputacias Camoweren 5-20 wlis ganmavlobaSi, xolo iaponiaSi misi Camowera mkacrad SezRudulia. unda aRiniSnos, rom aRricxvis amerikul praqtikas gaaCnia garkveuli upiratesobebi. kerZod, aSS saukeTeso adgilia sesxis misaRebad, radgan am qveyanaSi informaciis sajaro gaxsnilobis savaldebulo praqtika arsebobs. gamomdinare aqedan, firmebi aqveyneben utyuar informa473 cias, rac iZleva riskis realuri Sefasebis saSualebas. SedarebisaTvis, germaniis aRricxvis sistema, romelic firmebs aZlevs sxvadasxva kategoriis danaxarjebis gaerTianebisa da sarezervo angariSebis gaxsnis saSualebas, ar qmnis xelsayrel garemos ucxouri potenciuri investorebisaTvis. finansuri angariSgebebis harmonizacia. finansur angariSgebebSi arsebuli gansxvavebebi saerTaSoriso sawarmoebs damatebiTi dro da fuli ujdebaT. am sistemebis SeuTavseblobis gamo firmebs uZneldebaT maTi saerTaSoriso operaciebis kontroli, xolo investorebi ver uzrunvelyofen sxvadasxva qveynebSi momuSave fasebis efeqtianobis Sefasebas. am problemebis gadaWris mizniT mravali profesiul buRalterTa gaerTianeba da saxelmwifo maregulirebeli organo warmarTavs Zalisxmevas angariSgebebis Sedgenis sxvadasxva erovnuli wesebis Tavsebadobis uzrunvelyofis mimarTulebiT. amis erTerTi Sedegia 1973 wels saerTaSoriso buRaltruli standartebis komitetis (International Accounting Standards Comm; ttee, IASC) Seqmna. am organizaciis damfuZneblebi arian msoflio vaWrobis wamyvani qveynebis (aSS, germania, iaponia, didi britaneTi, niderlandebi, kanada, avstralia, meqsika, irlandia) profesionali buRaltrebi. 2001 wels moxda IASC retruqturizacia da buRaltruli aRricxvis standartebis SemuSaveba daevala saerTaSoriso buRaltruli aRricxvis biuros (International Accounting Standards Board, IASB). aRniSnulma biurom, romelSic warmodgenilia 120 buRaltruli sazogadoeba msoflios 91 qveynidan, gamosca saerTaSoriso buRaltruli standartebis seria, romelic mimarTulia sxvadasxva qveynis buRaltruli aRricxvis sxvadasxva aspeqtebis Sesadarobisken. IASB ZiriTad amocanebs Soris unda aRiniSnos sxvadasxva qveynis firmis finansuri angariSgebebis Sesadarisobis uzrunvelyofa standartul procedurebis SemoRebis gziT materialur-sasaqonlo maragebis Sefase474 baSi, cveTis daricxvaSi, gadavadebuli sagadasaxado anaricxebis gaangariSebebSi da a.S. unda iTqvas, rom formalurad IASB-s ara aqvs iuridiuli Zala. biuros mier SemoTavazebul standartebTan SeuTanxmeblobis SemTxvevaSi sxvadasxva qveynis xelisufleba ignorirebas ukeTebs maT. aSS da kanada formalurad mxars uWers IASB-s, magram ar xsnian TavianT mkacr moTxovnebs im firmebis mimarT, romelTa aqciebi Tavisuflad mimoiqceva amerikis safondo birJebze. evrokavSirSi warmoiSva alternatiuli midgoma masSi Semaval qeynebSi aRricxvis sistemis Sesadarisobis uzrunvelyofis kuTxiT. amiT EC cdilobs Seamciros evropuli saerTaSoriso kompaniebis xarjebi buRalteriis warmoebaze, agreTve mis farglebSi investorebs gauadvilos firmebis efeqtianobis Sefaseba. EC meoTxe direqtivis Tanaxmad, TiToeuli qveyana valdebulia TavianTi firmidan moiTxovos is aRricxva, romelic uzrunvelyofs maTi saqmianobis swori da miukerZoebeli Sedegebis asaxvas. meSvide direqtiva firmebs avaldebulebs gamoaqveynon konsolidirebuli finansuri angariSgeba. amasTanave, aRniSnuli direqtiva wevr-qveynebs aniWebs moqmedebis garkveul Tavisuflebas erovnuli buRaltruli standartebis dadgenisaTvis. magaliTad, maragebi SeiZleba Sefasdes LIFO, FIFO meTodebiT, faqtobrivi RirebulebiT an Sewonili RirebulebiT. angariSebis konsolidacia araa saWiro, Tu Svilobili sawarmos saqmianoba ar warmoadgens arsebiTs saTavo firmisaTvis, an kidev Tu konsolidacia moiTxovs did danaxarjebs. aRsaniSnavia, rom angariSgebis saerTaSoriso standartebis lobirebas ewevian iseTi organizaciebi, rogoricaa vaWrobis saerTaSoriso organizacia, fasiani qaRaldebis saerTaSoriso organizacia. buRaltruli angariSebis saerTaSoriso standartebis danergvas hyavs mowinaaRmdegeebic, romelTa azriT am harmonizacias didi saxsrebi sWirdeba, xolo TviT 475 faqti xelyofs saxelmwifoTa erovnul Rirsebas. miuxedavad amisa, nela, magram mainc uwyvetad mimdinareobs harmonizaciis procesi, rasac ganapirobebs saerTaSoriso kompaniebis moTxovna SeaRwion msoflio kapitalis bazarSi. warmatebuli konkurenciisaTvis ki saWiroa buRaltruli informaciis analizi da Sefaseba. Tumca, bevri msxvili evropuli kompania kapitalis globalur bazarSi SeRwevisa da xarjebis Semcirebis mizniT gadavida buRaltruli aRricxvis ufro gamWvirvale proceduraze, rogoricaa IASC an/da CAAP. garda finansur angariSgebebSi arsebuli gansxvavebebTan dakavSirebuli sirTuleebisa, saerTaSoriso firmebs uwevT agreTve buRaltruli aRricxvis kidev ori problemis gadaWra, romelic xSirad warmoiqmneba saerTaSoriso biznesSi. es problemebia: ucxour valutaSi denominirebuli tranzaqciis aRricxva; ucxouri Svilobili kompaniebis operaciuli Sedegebis asaxva korporaciis konsolidirebul finansur angariSgebaSi. am problemis mniSvneloba saerTaSoriso firmebisaTvis ganpirobebulia breton-vudsis SeTanxmebis SewyvetiT, ris Sedegad fiqsirebuli gacvliTi kursi Seicvala sabazro kursiT. 1971 wlidan dawyebuli saerTaSoriso tranzaqciebis Rirebulebasa da korporaciis konsolidirebul finansur angariSgebaze gacvliTi kursis cvlilebis gavlenis aRricxva saerTaSoriso biznesis erT-erTi aqtualuri mimarTuleba gaxda. saerTaSoriso biznesSi didi mniSvneloba eniWeba ucxour valutaSi tranzaqciebis aRricxvas, radgan firmebi am problemas yovelTvis awydebian, rodesac axorcieleben saqonlis, aqtivebis, momsaxurebis yidvas an gayidvas sxva qveynis valutaSi. moqnili gacvliTi kursis sistemis pirobebSi savaraudoa, rom firmis mier saerTaSoriso kontraqtze xelmoweris droidan Tanxis gadaxdis momentamde an saqonlis, aqtivebis, momsaxurebis miRebamde valutis kursi Seicvalos. aviRoT Semdegi maga476 liTi. davuSvaT, rom firma X saqonels agzavnis aSS-dan did britaneTSi da SeTanxmebis Tanaxmad 90 dRis ganmavlobaSi unda miiRos misi safasuri 50 aTasi funti sterlingi. Tu xelSekrulebis xelmowerisas 1 funti sterlingi Rirda 1,60 dolari, e.i. garigebis Tanxa Seadgens 80 aTas dolars (50 000X1,60). finansuri aRricxvis biuros #52 standartis Tanaxmad (romelic aSS-Si moqmedebs 1981 wlidan da iTvaliswinebs ormagi tranzaqciis meTodis gamoyenebas) tranzaqcia aRiwereba Semdegnairad: debitoruli davalianeba — debeti 50 aTasi dolari. realizaciis amonagebi — krediti 50 aTasi dolari. davuSvaT, rom 90 dRis Semdeg, rodesac firma X miiRebs Ceks 50 aTas funt sterlingze, misi kursi daeca 1,50 dolaramde. dolarebSi ukve X firma miiRebs ara 50 aTas dolars, romelic iyo dagegmili, aramed 75 aTass. faqtobrivad, Tanxis miReba aRiricxeba Semdegnairad: fuladi saxsrebi — debeti 75 000 dolari sakurso danakargebi — 5 000 dolari debitoruli davalianebs — 50 000 dolari. mocemuli buRaltruli procedura asaxavs mogebas da zarals, yidvis an gayidvis Sedegad warmoqmnil sakurso sxvaobas. saboloo angariSiT, firmis wminda mogebaze gavlenas axdens rogorc garigebis Tavdapirveli Tanxa, aseve sakurso mogeba an zarali. ormagi tranzaqciis meTodi xelsayrelia imiT, rom masSi informacia firmis warmatebuli saqmianobis, anu produqciis realizaciis Sesaxeb gamocalkavebulia tranzaqciuli riskis marTvis warmatebis Sesaxeb informaciisagan. Cvens SemTxvevaSi firma X menejerebis winaSe dgas tranzaqciuli daucvelobis problema kursis ryevadobis SemTxvevaSi. amitom maT SesaZlebelia mimarTon TavianTi operaciebis hejirebas, risTvisac ganaxorcieleben forvardul garigebas, anda SeiZenen savaluto fiuCerebs. rogorc ukve aRiniSna, saerTaSoriso finansuri aRricxvis meore mniSvnelovani problema warmoiqmneba ma477 Sin, rodesac firma Tavisi ucxouri Svilobili kompaniebis saqmianobis Sedegebis Sesaxeb angariSs abarebs aqcionerebs da Tavisi mSobliuri qveynis sagadasaxado organoebs. rogorc wesi, ucxouri Svilobili sawarmoebi operaciebs axorcieleben adgilobriv valutaSi, amitomac saTavo kompaniam unda gadaiangariSos maTi finansuri angariSebi Tavis valutaSi. Svilobili kompaniebis lokalur valutaSi denominirebuli finansuri angariSebis saTavo kompaniis valutaSi `gadayvanis~ process ewodeba translacia (translation), rac dakavSirebulia translaciur riskTan. mravali saerTaSoriso kompaniis transliaciis aucilebloba dakavSirebulia konsolidirebuli finansuri angariSgebis formirebis aucileblobasTan. konsolidirebul finansur angariSgebaSi saTavo firmisa da misi Svilobili sawarmoebis operaciebis mTeli erToblioba aisaxeba erT valutaSi denominirebul angariSTa erTiani kompleqsis saxiT. finansuri angariSebis translacia erTi valutidan meore valutaSi moiTxovs Sesabamisi gacvliTi kursis gamoyenebas. ramdenadac angariSebSi asaxuli saqmiani operaciebi mimdinareobs drois sxvadasxva momentSi, dgeba sakiTxi valutis romeli kursi iqnes gamoyenebuli: tranzaqciis ganxorcielebis dRisaTvis arsebuli kursi (istoriuli kursi), Tu finansuri angariSebis Sedgenis dRisaTvis arsebuli kursi (mimdinare kursi), droSi saSualoSewonili, Tu sxva kursi. aSS-Si gacvliT kursTan dakavSirebiT buRaltrul procedurebSi, romelic Seexeba ucxour valutaSi denominirebuli finansuri angariSebis Sedgenas, gamoiyeneba #52 standarti _ SemuSavebuli finansuri aRricxvis standartebis biuros mier. am standartis mixedviT ucxouri investiciebis ganmarteba xdeba sxvadasxvanairad, imasTan damokidebulebiT, sawesdebo kapitalis ra nawils flobs saTavo kompania. amerikuli firma, romelsac gaaCnia portfeluri investiciebi ucxour kompaniebSi 10%-ze naklebi moculo478 biT, valdebulia gamoiyenos `danaxarjebis~ meTodi. am meTodiT aRricxvisas investiciebi Seitaneba amerikuli firmis angariSSi Tavdapirveli RirebulebiT, istoriuli gacvliTi kursis (anu ucxouri sawarmos aqciis Sesyidvis dRis kursis) gamoyenebiT. yvela dividendi, miRebuli amerikuli firmis mier portfeluri investiciebidan, aisaxeba mis angariSSi mogebasa da zaralze dividendebis miRebis dRisaTvis moqmedi kursiT. Tu amerikul firmas ekuTvnis ucxouri firmis 10dan 50%-mde aqcia, igi valdebulia gamoiyenos wilobrivi monawileobis meTodi. es meTodi moiTxovs, rom amerikulma firmam aRricxos ucxour kompaniebSi Tavisi Tavdapirveli investiciebi sabalanso RirebulebiT, istoriuli gacvliTi kursis gamoyenebiT. Semdgom, rogorc ki ucxouri sawarmo miiRebs mogebas an zarals, am investiciebis moculoba, asaxuli amerikuli firmis konsolidirebul finansur angariSgebaSi, koreqtirdeba am mogebis an zaralis gaTvaliswinebiT angariSebis wardgenis dRisaTvis arsebuli gacvliTi kursis gamoyenebiT. ucxouri kompaniisaTvis gadaxdili yvela dividendi amcirebs amerikuli firmis investiciebs am kompaniaSi. mocemuli koreqtireba aseve xorcieldeba dividendebis gadaxdis dRisaTvis arsebuli gacvliTi kursis gamoyenebiT. problema kidev ufro rTuldeba, rodesac amerikuli firma ucxouri kompaniis 50%-ze met aqciebs SeiZens. aseT SemTxvevaSi amerikuli firma valdebulia gamoiyenos sruli konsolidaciis meTodi. am meTodis arsi mdgomareobs imaSi, rom amerikuli firma aqcionerebisa da fasian qaRaldebisa da birJebis komisiis winaSe Tavisi saqmianobis Sedegebze angariSgebisas, valdebulia uzrunvelyos orive firmis angariSebis sruli konsolidacia. ramdenadac ucxouri Svilobili kompania buRaltrul aRricxvas axorcielebs misi qveynis kanonmdeblobiT gaTvaliswinebuli wesebis an erovnuli profesiuli 479 asociaciis meTodologiis Sesabamisad, misi finansuri angariSgeba unda iqnas moyvanili principebTan SesabamisobaSi. Semdeg ganisazRvreba Svilobili kompaniis funqciuri valuta — ZiriTadi ekonomikuri zonis valuta, sadac es sawarmo axorcielebs Tavis operacias. Tu amerikuli kompaniis Svilobili sawarmo funqcionirebs evrozonaSi, maSin aseTi valuta iqneba evro. 15.2. saerTaSoriso dabegvra erovnul sagadasaxado politikasa da erovnul buRaltrul procedurebs Soris arsebobs mWidro kavSiri. sagadasaxado sistemis meSveobiT saxelmwifo zrdis ara mxolod Tavis Semosavals, aramed astimulirebs sameurneo saqmianobis garkveul saxeebs, ekonomikis ganviTarebas. msgavsad erovnuli sawarmoebisa, saerTaSoriso sawarmoebic miiswrafvian wminda mogebis maqsimizaciisaken. amasTan, maT ufro met sagadasaxado problemasTan aqvT saqme, radgan, erTi mxriv, unda daicvan adgilobrivi sagadasaxado kanonebi, xolo, meore mxriv, unda daakmayofilon yvela im qveynis sagadasaxado moTxovnebi, sadac uwevT ekonomikuri saqmianoba. sagadasaxado wnexis Semcirebis mizniT saerTaSoriso firmebi ZiriTadad or midgomas iyeneben: transfertul faswarmoqmnas da `sagadasaxado samoTxes~. transfertuli faswarmoqmna. es niSnavs saTavo firmis erTi filialis an Svilobili sawarmos mier meore filialisaTvis fasebis dawesebas saqonelsa da momsaxurebaze. sxvadasxva qveynebSi ganlagebul Svilobil kompaniebs Soris saqonlis, teqnologiebis da sxva resursebis gadacema Cveulebrivi praqtikaa saerTaSoriso biznesSi. praqtikaSi transfertuli fasebi gaiangariSeba ori xerxiT: sabazro meTodiT da arasabazro meTodiT. 480 transfertuli fasis gaangariSebis sabazro meTodi gulisxmobs im fasebis gamoyenebas, romliTac saqoneli gadaadgildeba korporaciis erTeulebs Soris da romelic ganisazRvreba Ria bazris fasis safuZvelze. transfertuli fasis arasabazro meTodiT dadgena gulisxmobs mis gansazRvras myidvelsa da gamyidvels Soris molaparakebis safuZvelze saqonlis TviTRirebulebaze dayrdnobiT, mag., warmoebis danaxarjebze garkveuli fiqsirebuli danamatiT. saTavo kompaniis mier gaweuli zogierTi momsaxureba SeiZleba Sefasdes Svilobili sawarmos amonagebidan procentis formiT. saerTaSoriso kompaniebi Cveulebriv arasabazro transfertul fasebs iyeneben, rac metwilad gamowveulia imiT, rom zogierTi saqonlisa da momsaxurebis bazari mocemuli korporaciis miRma faqtobrivad ar arsebobs. magaliTad, espaneTis qarxnis mier gamoSvebul `fordis~ Zravebis erTaderTi bazari SeiZleba iyos avtomobilis asawyobi qarxnebi belgiaSi, germaniasa da did britaneTSi. ramdenadac am Zravebis sagareo bazari ar arsebobs, Ford-s SeuZlia daawesos transfertuli fasebi, gamomdinare warmoebis TviTRirebulebidan da garkveuli danamatiT, romelic dafaravs zednadeb xarjebs da mogebas. arasabazro fasebis gamoyenebas aqvs rogorc dadebiTi, ise naklovani mxareebi. naklovanebaTa ricxvSi Sedis is faqti, rom qvedanayofis myidvel da gamyidvel menejerebs aranairad ar SeuZliaT gavlena moaxdinon fasis formirebasa da korporaciis dasabegr konsolidirebul mogebaze. garda amisa, arasabazro transfertulma fasebma SeiZleba Seamciros gamsaRebeli qvedanayofis efeqtianoba. transfertuli fasis dadgenisas TviTRirebulebiT da garkveuli danamatiT gamyidvels SeiZleba naklebi stimuli hqondes danaxarjebis SemcirebisaTvis, ramdenadac arasabazro fasis gamoyenebisas danaxarjebis zrda SeiZleba gadanawildes korporaciis sxva wev481 rebze. miuxedavad amisa, arasabazro transfertuli fasebis gamoyeneba SeiZleba xelsayreli iyos saerTaSoriso sawarmoebisaTvis. Sigakorporaciuli fasebis swori restruqturizaciis pirobebSi saTavo kompaniam SeiZleba Seamciros misi gadasaxadebis saerTo sidide. magaliTad, transnacionalurma kompaniam SeiZleba Seamciros advaloremul tarifze (gacxadebuli Rirebulebidan tarifi) sagadasaxado wnexi gamyidveli da myidveli qvedanayofebis gasacemi fasis SemcirebiT, rac Tavis mxriv, Seamcirebs tarifis gasaangariSebel bazas. amgvari faswarmoqmniT firmas eZleva mogebaze gadasaxadis Semcirebis SesaZlebloba. davuSvaT, saerTaSoriso kompania muSaobs or qveyanaSi: erTSi korporaciul mogebaze gadasaxadi maRalia, xolo meoreSi dabali. firmas SeuZlia gazardos transfertuli Svilobili kompaniisaTvis dadgenili fasebi maRalgadasaxadiani qveynidan da Seamciros transfertuli fasebi Svilobili kompaniisaTvis, dabalgadasaxadiani qveynidan. amgvari midgomiT saTavo kompania amcirebs mogebis sidides pirveli Svilobili kompaniisaTvis da zrdis mas meore analogiuri kompaniisaTvis. Sedegad amisa, saTavo kompaniis mogeba maRali sagadasaxadoganakveTiani qveynidan gadadis dabal sagadasaxadoganakveTian qveyanaSi da saerTo sagadasaxado wnexi mcirdeba. transfertuli fasebis gonivruli struqturizacia firmas aZlevs saSualebas, Tavidan aicilos mimRebi qveynis SezRudvebi mogebis repatriaciaze. davuSvaT, magaliTad, mimRebi qveyana blokavs repatriacias an krZalavs Svilobili kompaniis mier saTavo kompaniaze dividendis gadaxdas. amis Tavidan acileba SeiZleba transfertuli fasis gadidebiT im Svilobil kompaniaze, romelsac miewodeba saqoneli da momsaxureba am korporaciaSi Semavali sxva sawarmoebidan, an kidev misgan saerTokorporaciuli gadasaxadebis amoRebiT. amis Sedegad fuladi saxsrebi iqneba gadaadgilebuli Svilobili kom482 paniidan firmis sxva struqturul erTeulebSi gadasaxdelebis saxiT saqonelsa da momsaxurebaze da ara akrZaluli dividendebis saxiT. saboloo Sedegi iqneba erTnairi: fuladi saxsrebis repatriacia, Tundac sxva formiT, xdeba mimRebi qveynidan. transfertuli fasis sidide xSirad warmoadgens kompromiss sagadasaxado Sedegebsa da im qveynis sakanonmdeblo SezRudvebs Soris, sadac firma saqmianobs. praqtika da gamokvlevebi adastureben, rom saerTaSoriso kompaniebi xSirad axdenen transfertuli faswarmoqmnis meSveobiT sagadasaxado simZimis gadatana-gadanawilebas. iseTi saxelmwifo organo, rogoric aSS sagadasaxado sammarTveloa, kargadaa gacnobierebuli buRaltruli TamaSebis zemoTmoyvanil teqnologiaSi. amitom qveynis SigniT da sazRvargareT saerTaSoriso kompaniebis transfertuli safaso politika gansakuTrebuli yuradRebis centrSia. sagadasaxado organoebi Tvalyurs adevneben, raTa firmebma Tavi ar aaridon TavianTi sagadasaxado valdebulebebis Sesrulebas. saxelmwifo organoebi Cveulebriv atareben e.w. formaluri fasis Semowmebas. am SemTxvevaSi formalur fass warmoadgens firmis ori damoukidebeli mxaris molaparakebebis Sedegad dadgenili fasi. xSir SemTxvevaSi formaluri fasis dadgena SeuZlebelia, ris gamo saerTaSoriso kompaniebsa da sagadasaxado organoebs Soris warmoiqmneba konfliqtebi. `sagadasaxado samoTxe~. sagadasaxado simZimis Semcirebis meore xerxi, romelsac iyeneben saerTaSoriso firmebi, mdgomareobs saqmiani operaciebis ganxorcielebaSi e.w. `sagadasaxado samoTxeSi~, romelic warmoadgens erT-erT qveyanas, sadac korporaciuli gadasaxadebi mogebaze dabalia, an saerTod ar arsebobs. Zalian mcire danaxarjebiT saerTaSoriso kompanias SeuZlia aseT adgilas gaxsnas Tavisi Svilobili sawarmo, romelSic mas ekuTvnis sawesdebo kapitalis 100 procenti. iseTi gadasaxdelebis manipulirebiT, rogoricaa transfertuli 483 fasebi, dividendebi, procentebi, salicenzio mosakreblebi da a.S. saerTaSoriso kompanias SeuZlia maRali gadasaxadebis mqone qveynidan Tavisi Svilobili kompaniis mogeba `gadaisrolos~ `sagadasaxado samoTxeSi~ daregistrirebul firmaSi da amiT aacilos igi sxva qveyanaSi gadasaxadis iuridiul gadaxdas. magaliTad, saerTaSoriso kompanias SeuZlia gadasces sasaqonlo niSanze sakuTrebis ufleba Svilobil sawarmos, romelic ganlagebulia kaimanis kunZulebze. es sawarmo, Tavis mxriv, amoiRebs TiToeuli Svilobili kompaniidan am sasaqonlo niSnis gamoyenebaze gadasaxdels. am gadasaxdelis gadaxdis Sedegad TiToeuli Svilobili sawarmos mogeba mcirdeba, rac Tavis mxriv, iwvevs korporaciul mogebaze gadasaxadis Semcirebas. magram kaimanis kunZulebze licenziuri gasamrjelo, miRebuli adgilobrivi firmebidan maTi sasaqonlo niSnebis gamoyenebaze, gadasaxadiT ar ibegreba. igive mdgomareobas aqvs adgili mogebaze, kapitalis matebasa da dividendebze. Sedegad amisa, saerTaSoriso kompania amcirebs Tavis sagadasaxado tvirTs. ekonomikur literaturaSi mimdinareobs diskusia `sagadasaxado samoTxis~ eTikis Sesaxeb. eqspertebis erTi nawili Tvlis, rom `sagadasaxado samoTxis~ da transfertuli faswarmoqmnis gonivruli gamoyeneba xelsayrelia saerTaSoriso kompaniebis aqcionerebisaTvis, Tumca amasTanave, adgili aqvs saTavo organizaciis qveynis sabiujeto Semosavlebis Semcirebas. am SemosavlebiT ki SesaZlebeli gaxdeboda iseTi mniSvnelovani socialuri problemebis gadawyveta, rogoricaa siRaribe, usaxlkaroba, narkomania da a.S. is faqti, rom saerTaSoriso kompania ar ixdis gadasaxadebis `samarTlian wils~ im qveyanaSi, sadac is funqcionirebs, niSnavs, rom am problemis gadaWra ar xdeba an xdeba sxva gadasaxadis gadamxdelebis mier. ramdenadac saerTaSoriso kompaniebi iyeneben sxvadasxva momsaxurebas — satransporto infras- 484 truqtura, saganmanaTleblo sistema, dacvis samsaxurebi da a.S. romelzedac mimRebi qveynis saxelmwifo zrunavs. gadasaxadebis Tavidan aridebas bevri eqsperti araeTikurad miiCnevs. meore nawili ki miiCnevs, rom transfertuli fasebiT da `sagadasaxado samoTxiT~ sagadasaxado simZimis Semcireba eTikuria. mravali eqsperti fiqrobs, rom saerTaSoriso kompaniebis xelmZRvanelobas gaaCnia fiduciaruli valdebuleba Tavisi aqcionerebis winaSe gadasaxadebisagan Tavis aridebis Taobaze, rac mravali qveynis sagadasaxado kodeqsSia dafiqsirebuli. am kuTxiT menejeris mier uaris Tqma am qmedebebze ganixileba rogorc araeTikuri qceva. `sagadasaxado samoTxis~ saxelwodebiT biznesis praqtika danergilia sxva mraval mcire zomis qveyanaSi: bahamis kinZulebi, lixtenSteini, antiliis kunZulebi da sxva. `sagadasaxado samoTxeebi~ saerTaSoriso kompaniebis mosazidad Tavs ikaveben ara mxolod mogebis gadasaxadis dawesebisagan, aramed uzrunvelyofen agreTve stabiluri sabanko da satelekomunikacio sferoebis da efeqtiani sasamarTlo sistemis Seqmnas. Tavis mxriv, `sagadasaxado samoTxe~ arsebobs frenSaizingisa da sawarmoTa registraciis mosakreblebis xarjze. `sagadasaxado samoTxis~ qveynebis ekonomika SesaZlebelia iyos maRalganviTarebuli. mag., kaimanis kunZulebze cxovrobs 50 aTasi kaci, maSin rodesac daregistrirebulia 68 aTasi kompania, maT Soris 500 bankze meti, 800 sadazRvevo organizacia, 2 aTasze meti sainvesticio fondi da 5 aTasi sapaio fondi. 1997 wels gaixsna safondo birJa. kaimanis kunZulebis warmateba `sagadasaxado samoTxis~ statusiT ganpirobebulia am qveyanaSi saerTaSoriso kompaniebisaTvis gaweuli momsaxurebis maRali xarisxiT. amis erT-erTi magaliTia, rom firmis daregistrirebisaTvis sakmarisia 24 saaTi. aq arsebuli fasebi qmnian samuSao adgilebs profesionalebisaTvis (buRaltrebi, bankirebi, iuristebi) maRali anazRaurebiT. kaima485 nis kunZulebis ekonomikis safuZvelia turistuli biznesi (mSp-s 70%), yovelwliurad qveyanas stumrobs 2 mln-ze meti turisti, ZiriTadad aSS-sa da kanadidan. mosaxleobis cxovrebis doniT qveyana erT-erTi mowinavea msoflioSi. `sagadasaxado samoTxiT~ amayobs adgilobrivi mosaxleoba, Tumca, meore mxriv, igi sxva qveynebis sagadasaxado organoebs sakmaod did problemebs uqmnis. ucxouri mogebis dabegvra aSS-Si. sxvadasxva saxelmwifoebSi ucxo qveynebSi miRebuli Semosavlebis dabegvra xdeba araerTgvarovnad, Tumca mravali ganviTarebuli qveynisaTvis damaxasiaTebelia zogadi niSnebi, romelic SeiZleba daxasiaTdes aSS-is magaliTze, sadac kompaniebis ucxouri Semosavali generirdeba sami wyarodan: produqciis an momsaxurebis eqsporti, ucxouri filialebis saqmianoba da ucxouri Svilobili sawarmoebis saqmianoba. aSS sagadasaxado kodeqsiT saqonlisa da momsaxurebis eqsportidan miRebuli mogeba ganixileba zustad iseTnairad, rogorc Siga bazarze miRebuli mogeba. marTalia aSS-is eqsporti Zalian didia, magram firmebis saeqsporto saqmianobis stimulirebisaTvis amerikuli sagadasaxado kodeqsi didi xnis ganmavlobaSi nebas rTavda e.w. sagareo-savaWro korporaciebis (foreign sales corporation, FSL) Seqmnas. kodeqsis Tanaxmad, sagareo-savaWro korporacias Tavisi saqmianobis mniSvnelovani nawili — marketingi (SekveTebis damuSaveba, distribucia, angariSebis wardgena, saeqsporto gayidvebis dafinanseba) unda ganexorcielebina sazRvargareT. firmas, romelic srulad Seasrulebda korporaciis am pirobebs, SeeZlo mniSvnelovnad Seemcirebina Tavisi federaluri gadasaxadi mogebaze saeqsporto saqmianobidan. Tumca, 2000 wlidan vaWrobis msoflio organizaciam (WTO), romelic moqmedebda evrokavSiris (EC) saCivris Sesabamisad, gaakeTa ganmarteba, rom sagareo-savaWro korporaciebisadmi sagadasaxado SeRavaTebis gaweva ar ewinaaRmdegeba eqspor486 tis arakeTilsindisier subsidirebas. amis sapasuxod aSS kongresma gaauqma kanoni sagareo-savaWro korporaciebze da miiRo kanoni dabegvridan mogebis eqsteritoriuli gamoricxvis Sesaxeb, Tumca WTO-m es kanonic CaTvala misi wesdebis darRvevad, radgan igi iseTive rols asrulebda, rogorc sagareoekonomikur korporaciebze adre miRebuli kanoni. vidre aSS Tavis sagadasaxado kodeqss ar moiyvans WTO-s normebTan SesabamisobaSi, evrokavSiri uflebas itovebs, miiRos sapasuxo zomebi — SemoiRos aSS-dan importirebul saqonelsa da momsaxurebaze axali tarifebi. amasTan, evrokavSiri ar moqmedebs agresiulad im mizniT, rom, jer erTi, xeli ar SeuSalos Tavisufali vaWrobis politikas, xolo, meore mxriv, evrokavSirisaTvis amerikuli bazari Zalian mniSvnelovania. rac Seexeba kanons mogebis eqsteritoriuli gamoricxvis Sesaxeb, igi xelsayrelia amerikuli Svilobili kompaniebisaTvis. miuxedavad amisa, evrokavSiri jerjerobiT ar apirebs aSS-is mimarT sanqciebis SemoRebas. ucxouri kompaniebis filialebis dabegvra xasiaTdeba garkveuli TaviseburebebiT. aseT filialebs ar gaaCniaT iuridiuli piris ufleba. muSaoben ra ucxoeTis qveynebSi, maTi mogeba samarTlebrivi kuTxiT saTavo kompaniis mogebis Semadgeneli nawilia. gamomdinare aqedan, ucxouri filialebis Semosavlebi zrdis saTavo kompaniis dasabegr bazas, miuxedavad imisa, xdeba Tu ara maTi Semosavlebis repatriacia saTavo kompaniis qveyanaSi. aseTi praqtika arsebobs aSS-Si. sxvagvari mdgomareobaa Svilobili kompaniebis mimarT. samarTlebrivi kuTxiT maT gaaCniaT damoukidebeli iuridiuli piris statusi. amasTan, aSS saTavo kompania araa valdebuli Tavis SemosavalSi asaxos ucxouri Svilobili kompaniebis dasabegri mogeba, im SemTxvevaSi, Tu am Semosavlebis reinvestireba xdeba imave Svilobil kompaniaSi. amerikis sagadasaxado kodeqsi iTvaliswinebs ganvadebis wess, romlis Tanaxmad aseTi Semosavlebi 487 ibegreba mxolod maT saTavo kompaniaSi dividendebis saxiT dabrunebis Semdeg. ganvadebis wesi astimulirebs amerikuli firmebis saerTaSoriso saqmianobas, radgan misi meSveobiT kompaniebi yovelwliurad ewevian didi moculobis sagadasaxado saxsrebis ekonomias, rac maT saSualebas aZlevs SeaRwion axal bazrebSi da ganaviTaron TavianTi saqmianoba. amave dros, aSS-s sagadasaxado kanonmdeblobiT saTavo kompania valdebulia gansazRvros, warmoadgens Tu ara misi Svilobili kompania kontrolirebad ucxour sawarmos. kontrolirebadi ucxouri korporacia (controlled foreign corporation, CFC) — aris ucxouri korporacia, romelSic amerikeli TiToeuli aqcioneri flobs aqciebis aranakleb 10%-s da mTlianobaSi floben 50 procentze met aqciebs. aseTi midgoma saSualebas iZleva erTmaneTisagan gansxvavebul iqnes firmebi, romlebic kontroldeba erTaderTi amerikuli kompaniis mier da ucxouri firmebi, romlebic ekuTvnis mcire investorTa amerikul jgufs. aSS sagadasaxado kodeqsis Tanaxmad, ucxouri korporaciebis mier kontrolirebadi mogeba iyofa aqtiur da pasiur kategoriebad. aqtiuri mogebaa is mogeba, romelic miiReba tradiciuli komerciuli saqmianobiT (warmoeba, marketingi, distribucia). pasiuria is mogeba, romelic miiReba pasiuri qmedebebiT (dividendebi, procentebi kreditebze, saarendo gadasaxdelis, licenziuri gasamrjelos miReba). aseT qmedebebs axorcieleben Svilobili kompaniebi, romlebic daregistrirebuli arian `sagadasaxado samoTxeSi~. amerikul firmebs SeuZliaT gadaavadon maT mier kontrolirebadi ucxouri korporaciebis mier miRebuli aqtiuri mogeba, xolo pasiuri mogeba sagadasaxado ganvadebas ar eqvemdebareba. rom ar iyos aseTi SezRudva, amerikul firmebs SeeZlebodaT inteleqtualuri sakuTrebidan da sainvesticio portfelidan miRebuli Semosavlebis korporaciuli mo488 gebis gadasaxadidan Tavis arideba. amisaTvis sakmarisi gaxdeboda Svilobili kompaniebis gaxsna `sagadasaxado samoTxeSi~ da maTTvis sasaqonlo niSnis, patentebis, savaWro markebis da firmis investiciuri portfelis sakuTrebaze uflebis gadacema. aSS xelisufleba ucxouri kompaniebis aqtiuri da pasiuri mogebis gansxvavebulobiT mkafiod acalkevebs TavianTi firmebis saerTaSoriso saqmiani aqtivobis da amerikuli gadasaxadebidan Tavis aridebis SesaZleblobis SezRudvas `sagadasaxado samoTxeSi~ Svilobili kompaniebis Seqmnis gziT. saerTaSoriso sagadasaxado konfliqtebis daregulireba. sxvadasxva qveyanaSi araerTgvarovania ara mxolod sagadasaxado ganakveTebi, aramed sagadasaxado bazis gagebis filosofia. saerTaSoroso korporaciebi angariSvaldebulni arian im qveynis sagadasaxado organoebis winaSe, sadac ewevian biznesoperaciebs. am organoebis moTxovnebi xSirad erTmaneTs ewinaaRmdegeba, rac mewarmeebs mZime tvirTad awveba. amitomac warmoqmnili sagadasaxado konfliqtebis daregulireba saerTaSoriso biznesis erT-erT aqtualur amocanas warmoadgens. sagadasaxado krediti. ucxouri Svilobili kompaniebi xSirad qveynis xelisuflebis mier ibegreba gadasaxadebiT. amasTan, Tu igive Semosavali daibegra mSobliur qveyanaSic, warmoiqmneba ormagi dabegvra, rac mZimed awveba kompaniebs da zRudavs maT saqmianobas saerTaSoriso doneze. saTavo kompaniis qveyanas SeuZlia ucxouri Svilobili kompaniebis ormagi dabegvris Semsubuqeba, erTi mxriv, saTavo kompaniisaTvis sagadasaxado kreditis daSvebiT, xolo, meore mxriv, mogebis gadasaxadis CaTvliT im moculobiT, rac gadaxdili iqna mimReb qveyanaSi. aseTi midgoma amcirebs mSobliur qveyanaSi saerTaSoriso korporaciebis mier gadaxdili gadasaxadebis sidides. aSS sagadasaxado kodeqsi xSir SemTxvevaSi (aris gamonaklisebic) saSualebas aZlevs amerikul firmebs Seam489 ciron korporaciuli mogebis gadasaxadi im sididiT, ra sididis amave saxis gadasaxads ixdian ucxouri filialebi da Svilobili kompaniebi. ucxour mogebaze sagadasaxado daTmoba ar SiZleba aRematebodes gadasaxadis sidides, romliTac aSS-Si ibegreba ucxouri saqmianoba. magram garkveul pirobebSi firmebs SeuZliaT garkveulad SezRudul droSi gadaitanon sagadasaxado krediti momaval periodSi. mraval qveyanaSi, sadac aSS-dan warimarTeba pirdapiri investiciebis ZiriTadi nakadebi, korporaciuli gadasaxadebi ufro maRalia, vidre amerikaSi. amitom sagadasaxado kreditebi amgvari gadasaxadebis gadasaxdelad mxolod nawilobriv akompensirebs saerTaSoriso kompaniebis gadasaxadebis maRal dones. amasTan, sagadasaxado krediti vrceldeba mxolod korporaciuli mogebis gadasaxadze da sxva saxis gadasaxadze misi gamoyeneba dauSvebelia. xelSekrulebebi dabegvraze. mravali qveyana, cdilobs ra saerTaSoriso vaWrobis ganviTarebas, xels awers saerTaSoriso biznesTan dakavSirebul xelSekrulebebs. magaliTad, aSS-s sxva qveynebTan aseT 60-mde xelSekrulebaze aqvs xeli mowerili. isini erTmaneTisagan detalebiT gansxvavebulia, magram yvelasaTvis saerToa im gadasaxadebis Semcirebis pirobebis gansazRvra, romelic gamoiqviTeba ucxouri filialebisa da Svilobili kompaniebis sawarmoebis Semosavlebis repatriaciisas. zogjer es xelSekrulebebi mimarTulia firmis sazRvargareTuli Semosavlebis saerTo sagadasaxado tvirTis Semcirebisken an dabegvridan saproeqto gadasaxadebis da roialtis mTliani gamoricxvisaken. es xelSekrulebebi ormxrivia da niSnavs, rom qveyana sxva qveynis firmebs SeRavaTiani dabegvris pirobebs sTavazobs mxolod maSin, rodesac sxva qveyana analogiur pirobebs Seuqmnis am qveyanas. saerTaSoriso sagadasaxado konfliqtebis erT-erTi wyaroa agreTve ucxouri firmebis diskretuloba ad490 gilobrivi politikosebis mier. es ukanasknelni Tvlian, rom ucxouri firmebi manipulireben transfertuli fasebiT an kidev iseTnairad astruqtureben saTavo kompaniasTan Svilobili kompaniebis urTierTobas, rom Tavi aaridon gadasaxadebis samarTliani wilis gadaxdas. aqedan gamomdinare, mravali qveyana mimarTavs administraciul zomebs. magaliTad, transfertuli faswarmoqmnis politikas ucxour firmebisaTvis agresiulad amowmebs iaponiis sagadasaxado sammarTvelo da Sedegad amisa, yovelwliurad mravali saxelmwifos ucxour kompaniebs pretenziebs uyenebs. amgvarma Semowmebebma iaponiaSi mniSvnelovnad gazarda auditorul samsaxurebSi dasaqmebulTa ricxovnoba. sakontrolo kiTxvebi: 1. raSi mdgomareobs finansuri aRricxvis roli da amocanebi saerTaSoriso biznesSi? 2. risTvis sWirdebaT saerTaSoriso investorebs buRaltruli angariSgebis maCveneblebi? 3. raSi mdgomareobs buRaltruli procedurebis ganmasxvavebeli niSnebi sxvadasxva qveynis aRricxvis sistemaSi? 4. romeli ZiriTadi faqtorebi axdenen gavlenas finansuri aRricxvis sistemis formirebaze? 5. rogoria aqtivebis Sefasebisa da gadafasebis saerTaSoriso praqtika? 6. romeli organizaciebi monawileobn buRaltruli aRicxvisa da finansuri angariSgebis harmonizaciis saqmianobaSi da ra aris maTi mizani? 7. rogor xdeba ucxour valutaSi denominirebuli tranzaqciis aRricxva? 8. ras niSnavs termini transliacia? 491 9. raSi mdgomareobs saerTaSoriso investiciebis aRricxvis danaxarjebis meTodisa da wilobrivi monawileobis meTodis arsi? 10. romel meTodebs iyeneben saerTaSoriso firmebi sagadasaxado wnexis Sesamcireblad? 11. raSi mdgomareobs ,,sagadasaxado samoTxis~ arsi da rogor uwyobs igi xels saerTaSoriso biznesis ganviTarebas? 12. rogor xdeba ucxouri mogebis dabegvra aSS-Si? 13. raSi mdgomareobs aqtiuri mogebis da pasiuri mogebis arsi? 14. rogor xdeba saerTaSoriso sagadasaxado konfliqtebis daregulireba? 15. ras niSnavs sagadasaxado krediti da xelSekrulebebi dabegvraze? literatura: 1. finansuri angariSgebis saerTaSoriso standartebi (fass), nawili I, nawili II, Tbilisi, 2004; 2. Гриффин Р., Пастей М., Международный бизнес, 4-ое изд. Питер.- 2006; 3. Сутирин С.Ф., Погорлецкий А.И., Налоги и налоговое планирование в мировой экономике, учебное пособие.- СПб.: «Полиус», 1998. 492 Tavi XVI adamianuri resursebisa da SromiTi urTierTobebis saerTaSoriso marTva Sesaswavli sakiTxebi: 1. adamianuri resursebis marTvis Taviseburebani; 2. adamianuri resursebis gamoyenebis specifika; 3. saerTaSoriso menejerebis SerCeva; 4. „eqspatriantebis marcxis“ mizezebi; 5. treningebisa da menejmentis ganviTarebis programebi; 6. samuSaos Sefaseba; 7. Sromis anazRaureba; 8. saerTaSoriso SromiTi urTierTobani. 16.1. adamianuri resursebis marTvis Taviseburebani saerTaSoriso korporaciebSi uaRresad didi mniSvneloba eniWeba kvalificirebul personals, romelzedac damokidebulia sazRvargareT korporaciis miznebis realizacia. kadrebis moZieba, maTi swavleba da kvalifikaciis amaRleba, repatrianti menejerebis samuSaoze gagzavna, maTi Sromis anazRaureba, samSobloSi dabruneba da kompaniis saqmianobaSi integracia uaRresad rTuli amocanebia, romelTa gadawyvetis SesaZlebloba damokidebulia im TaviseburebaTa codnaze, riTac xasiaTdeba adamianuri resursebis menejmenti samSobloSi da sazRvargareT. aRniSnul Taviseburebebs gansazRvravs ramdenime faqtori. esenia: Sromis bazrebis gansxvavebuli doneebi. yvela qveyanaSi arsebobs samuSao Zalis gansxvavebuli struqtura da danaxarjebi. am faqtoris multierovnuli korporaciis sasargeblod gamoyenebis SemTxvevaSi mas SeuZ493 lia miiRos damatebiTi mogeba. ase magaliTad, amerikuli korporaciebis didi nawili sainJinro personals qiraobs indoeTSi, radganac indoeli inJinrebi arian kvalificirebulni, floben inglisur enas da amavdroulad maTi Sromis anazRaureba erTi da imave samuSaoze gacilebiT dabalia, vidre amerikelebis. samuSao Zalis gadaadgilebasTan dakavSirebuli problemebi. sxva qveynebis specialistebis gadaadgilebis procesSi warmoiqmneba samarTlebrivi, kulturuli da ekonomiuri problemebi. multierovnuli korporaciebi cdiloben miiRon damatebiTi sargebeli am faqtoridan. gansakuTrebiT maSin, rodesac Sromis bazrebSi arsebuli gansxvaveba warmoqmnis saWiro specialobaTa deficits. aseT SemTxvevaSi multierovnuli kompaniebi SeimuSaveben kadrebis SerCevis, momzadebis, Sromis anazRaurebisa da stimulirebis sakuTar meTodikas. marTvis stili da praqtika. yvela qveyanaSi dominirebs sakuTari kulturuli normebi da Rirebulebebi, rac aisaxeba SromiT urTierTobebSi. personalis erovnuli Taviseburebebis gacnoba SesaZleblobas iZleva gadavitanoT dadebiTi gamocdileba erTi qveynidan meoreSi. erovnuli orientacia. multierovnul korporaciebSi aqcenti yovelTvis keTdeba globalur miznebze. amasTan, misma sazRvargareTis personalma datvirTva SeiZleba gadaitanos erovnul orientaciaze. iq, sadac dominirebs nacionalizmi, aucilebelia personalTan muSaobis meTodebis koreqtireba. kontroli. iseTi faqtorebi, rogoricaa teritoriuli daSoreba da sazRvargareT saqmianobis specifikuri Taviseburebani, arTulebs saTavo kompaniis mier filialis sakadro politikis kontrols. amitom, warmoebis am pirobebSi kontrolis gaZlierebisaTvis aucilebelia ganvaxorcieloT saTavo ofisis mier dadgenili sakadro politika. miuxedavad amisa, manZili da qveynis specifika arTulebs aseTi sakadro politikis realizacias, auci494 lebels xdis qveynis specifikis mixedviT mis koreqtirebas. amdenad, firmis doneze adamianuri resursebis menejmentis strategiuli roli rTulia, magram am mxriv saqmianoba ufro rTulia saerTaSoriso biznesSi, sadac personalis SerCevis, misi menejmentis ganviTarebis, samuSaos Sefasebisa da anazRaurebis TvalsazrisiT gaweuli saqmianoba moiTxovs did Zalisxmevas, radganac qveynebis mixedviT am sferoSi saqmianoba arsebiTad gansxvavdeba Sromis bazrebis, kulturis, samarTalebrivi da ekonomikuri sistemebis mixedviT. es arsebiTi gansxvavebani ganpirobebulia iseTi faqtorebiT rogoricaa: ¾ sazRvargareT gansxvavebuli Sromis anazRaurebis sistemebi, romlebic damokidebulia calkeul qveyanaSi damkvidrebuli menejmentis wesebze; ¾ Sromis kanonmdeblobis specifikა; ¾ profkavSirebis roli da gansxvavebuli funqciebi calkeuli qveynebis mixedviT da sxva. multierovnuli kompaniebisaTvis mniSvnelovania iseTi menejerebisSerCeva, romlebsac SeuZliaT maTi resursebis efeqtiani marTva. adamianuri resursebis menejmentma unda gadawyvitos am resursebis marTvasTan dakavSirebuli iseTi problemebi, rogoricaa: • xelmZRvaneli Tanamdebobebis menejerebis kompaniaSi ganawileba; • maTi Semdgomi swavlebis gziT kvalifikaciis amaRleba; • sxvadasxva erovnuli, eTnikuri, religiuri warmomavlobis mqone muSakebis Sromis anazRaurebis pirobebis dadgena da sxva. adamianuri resursebis menejmentisTvis Zalze mniSvnelovania im problemebis gadawyveta, romlebic dakavSirebulia eqspatriant (expatriate) menejerebTan (ukanasknelSi igulisxmeba kompaniis TanamSromeli, romelic sazRvargareT arsebul filialSi aris samuSaod mivline495 buli). aq mniSvnelovania davadginoT, Tu vin gavagzavnoT sazRvargareT samuSaod, gavarkvioT Sromis anazRaurebis, repatriaciisa da adaptaciis pirobebi, aucilebelia davrwmundeT imaSi, rom isini arian orientirebulni samSobloSi dabrunebaze. 16.2. adamianuri resursebis gamoyenebis specifika multierovnul kompaniebSi kadrebi iyofa: adgilobrivad da eqspatriantebad. eqspatriantebi, Tavis mxriv, iyofa: im qveynis moqalaqeebad, sadac ganTavsebulia multierovnuli kompaniis saTavo ofisi da sxva qveynis moqalaqeebad. rogorc multierovnul kompaniaSi, aseve sazRvargareTis filialSi Tanamdebobebis umravlesoba dakavebuli aqvT adgilobriv kadrebs da ara eqspatriantebs, Tumca, aris gamonaklisebic, romlebic Seexeba ganviTarebad qveynebs. magaliTad, saudis arabeTSi didi deficitia navTobis mompovebel mrewvelobis xelmZRvanel kvalificiur kadrebSi, amitom is prioritets aniWebs eqspatriantebs. adgilobrivi kadrebis gamoyenebis upiratesoba. adgilobrivi kadrebi xasiaTdebian prioritetulobiT, ramdenime mizezis gamo, esenia: mobiluroba. adamianTa nawils, miuxedavad maTi erovnulobisa, ar surs sazRvargareT samuSaod wasvla, rac dakavSirebulia adaptaciis sirTuleebTan. amitom, kompaniebi adgilebze qmnian kadrebis mozidvis pirobebs. kidev erTi mizezi imisa, Tu ratom aris rentabeluri adgilobrivi kadrebis gamoyeneba dakavSirebuli eqspatriantebis Sromis RirebulebasTan, romelic adgilobriv specialistebTan SedarebiT maRalia. adgilobrivi pirobebisadmi adaptacia. rac ufro rTulia adgilobriv pirobebisadmi adaptacia, miT ufro mizanSewonilia adgilobrivi kadrebis gamoyeneba, rad496 ganac maT ukeT esmiT mocemuli qveynis Taviseburebani, vidre Camosul specialistebs. adgilobrivi imiji. rig qveynebSi multierovnuli korporaciebis filialis adgilobriv xelmZRvanelebs aRiqvmen, rogorc „did patriotebs“, radganac isini adgilobriv interesebs, korporaciis globalur miznebze ufro maRla ayeneben. adgilobrivi imiji aseve dadebiTad moqmedebs maspinZeli qveynis muSebze, romlebic prioritets adgilobriv da ara Camosul xelmZRvanels aniWeben. adgilobrivi personalis stimulireba. adgilobrivi kadrebis daqiravebis momxreebi miiCneven, rom maTi gadaadgileba Tanamdebobrivi safexurebiT zemoT, aris efeqtiani muSaobis motivaciis ZiriTadi faqtori. mowinaaRmdegeebs ki miaCniaT, rom maRalkvalificirebuli kadrebis samsaxurebrivi winsvlis xelovnuri SezRudvis praqtika unda ganisazRvrebodes erovnuli mikuTvnebisagan damoukideblad. maTi mtkicebiT, organizaciis nebismier wevrs unda gaaCndes SesaZlebloba, avides Tanamdebobrivi ierarqiis nebismier safexurze. grZelvadian miznebze orientacia. imdenad, ramdenadac filialSi gadayvanili multierovnuli korporaciis TanamSromlebi gegmaven dahyon iq ramdenime weli, isini adgilobrivi xelmZRvanelebisagan gansxvavebiT, orientacias iReben moklevadian amocanebze, rac xels uSlis korporaciis grZelvadiani miznebis miRwevas. amitom, adgilobriv xelmZRvanelebs, romlebic imyofebian korporaciis filialebSi, ufro xangrZlivi droiT, SeuZliaT grZelvadian miznebze orientacia. 16. 3. eqspatriantebis gamoyenebis mizezebi eqspatriantebi warmoadgenen multierovnuli kompaniebis personalis umciresobas, msoflioSi isini iTv- 497 lian ramodenime aTass. eqspatriantebis gamoyenebis ZiriTad mizezebs wamoadgens: teqnikuri kompetencia. rig SemTxvevaSi Znelia moZebno sakmarisi kompetenciis mqone adgilobrivi kadri, romelsac gaaCnia aucilebeli teqnikuri codna proeqtis realizaciisaTvis. personalis teqnikuri kompetencia damokidebulia qveynis ganviTarebis doneze. aRniSnulidan gamomdinare, eqspatriantebi Seadgenen SedarebiT dabal xvedriT wils ganviTarebul da maRalganviTarebad qveynebSi. garda amisa, maRalkvalificiuri kadrebi aucilebelia filialebSi im teqnikuri novaciebis dasanergvad, romlebic ukve gamoiyeneba multierovnul korporaciaSi, am mizniT ki mizanSewonilia am specifikis mqone eqspatriantebis filialebSi gagzavna. xelmZRvaneli personalis kvalifikaciis amaRleba. multierovnuli korporaciebi agzavnian adgilobriv kadrebs sazRvargareT samuSaod da piriqiT, sazRvargareTis filialebidan gadmoyavT saTavo firmebSi adgilobrivi xelmZRvaneli muSakebi, rac iZleva SesaZleblobas, ara marto gaicvalos kvalificirebuli codna da gamocdileba, aramed amaRldes korporaciuli kultura. kontroli. mravalerovnuli korporaciebi personalis geografiul gadaadgilebas saTavo firmidan filialSi iyeneben sawarmoo saqmianobis kontrolis mizniT. es mizani miiRweva imitom, rom saTavo firmidan igzavneba maRali kvalifikaciis xelZRvaneli, romelsac gaaCnia maRali teqnikuri kompetencia da Sesabamisi Tvisebebi. 16.4. saerTaSoriso menejerebis SerCeva mas Semdeg, rac gavarkvieT, Tu ra Tvisebebi da codna unda gaaCndes saerTaSoriso menejerebs, transerovnulma korporaciam aucilebelia moZebnos da SearCios kandidati aRniSnul Tanamdebobaze. 498 gamocdili menejerebis SerCeva saerTaSoriso biznesSi xorcieldeba ramdenime arxis gamoyenebiT. erT-erTi aris sakuTriv kompania, misi is TanamSromlebi, romlebic muSaoben mimReb qveyanaSi an is pirebi, romlebic saqmianoben saTavo firmaSi da mzad arian gaemgzavron sazRvargareT. ukanasknelSi Sedis is menejerebi, romlebic manamde ar muSaobdnen sazRvargareT da isini, vinc asrulebdnen firmis davalebebs ucxoeTSi. rogorc wesi, multierovnuli korporaciebi am mizniT iyeneben sarezervo personals an im muSakebis bazas, romlebic gavidnen pensiaze da gaaCniaT davalebis Sesasruleblad Sesabamisi codna da gamocdileba. pensiaze gasuli muSakebi, rogorc wesi, siamovnebiT Tanxmdebian sazRvargareT wasvlaze. ase magaliTad, kompania Verizon-s Tavis monacemTa bazaSi yavs aseTi 725 yofili TanamSromeli. multierovnul korporacias aseve SeuZlia moiZios aseTi muSakebi sxva firmebSi. es SeiZleba iyos is menejerebi, romlebic saqmianoben mimRebi qveynis firmebSi, an saerTod menejerebi, romlebic saqmianoben sxva kompaniebSi da gaaCniaT Sesabamisi codna da kvalifikacia. sasurveli menejerebis SerCevis procesSi korporacia zogjer mimarTavs e.w. xedxanterebis daxmarebas. ukanasknelni specializdebian sasurveli kandidatebis moZiebaSi. xedxanteruli organizacia es aris firma, romelic specializdeba kvalificirebuli menejerebis Zebnasa da Sesabamis vakansiaze dasaqmebaSi. mraval ganviTarebul qveyanaSi xedxanteruli saqmianoba iTvleba araeTikurad, radganac is gulisxmobs kadrebis gadabirebas, Tumca is ar ikrZaleba kanonmdeblobiT. SeiZleba Tamamad vamtkicoT, rom globalizaciis procesi Seexo Sromis bazrebs. magaliTad, umsxviles britanul korporacia Imperial Chemical Indastri-Si 150 menejeridan mxolod 50% aris ingliseli. saerTaSoriso korporaciebi erovnulobaze ufro maRla ayeneben Sromis efeqtianobas. 499 menejerebis moZiebis kidev erTi gzaa axalgazrda menejerebis SerCeva. msxvili transerovnuli korporaciebi xSirad umaRlesi sasawavleblebidan im mizniT qiraoben axalgazrda kadrebs, rom isini gaagzavnon sazRvargareT. zogieri korporacia asaqmebs kursdamTavrebulebs, xolo maT mier gamocdilebis miRebis Semdeg agzavnis maT sazRvargareT. prioritetiT sargebloben ucxouri enebis mcodne kursdamTavrebulebi, romlebic specializdebian saerTaSoriso biznesze. mas Semdeg, rac saerTaSoriso menejerebis vakansiaze SeirCa kandidatebis garkveuli raodenoba, adamianuri resursebis menejerebma aucilebelia daadginon is kandidati, romelic yvelaze metad Seesabameba mocemul vakansias. perspeqtiul kandidatebs unda gaaCndeT Semdegi Tvisebebi: ¾ sammarTvelo kompetencia (teqnikuri Cvevebi, lideris Tvisebebi, korporaciuli kulturis codna); ¾ Sesabamisi kvalifikacia (formaluri ganaTleba, maspinZeli qveynis kulturisa da enis codna); ¾ axali situaciisadmi adaptaciis unari (axali garemosa da samuSaosadmi Tavsebadoba, kulturuli Taviseburebebis aRqmis unari). eqspatriantebis SerCevis procesSi aucilebelia gaviTvaliswinoT, rom Tu is ver gaamarTlebs, danakargebi didi iqneba. am process ewodeba „eqspatriantebis marcxi“, romelsac Cven mogvianebiT ganvixilavT. ukanasknelis mTavari mizezi mdgomareobs imaSi, rom eqspatriantebi, an maTi ojaxis wevrebi ver eguebian axal garemos. meore da aranakleb mniSvnelovani problema mdgomareobs SerCeuli kanidatis sazRvargareT samuSaoze wasvlis, an misi dainteresebis motivaciaSi. rig SemTxvevaSi menejers da mis ojaxs izidavs sazRvargareT cxovreba, axali gamocdilebis miRebis survili, karieristuli zrdis SesaZleblobani, anazRaureba da sxva. 500 rogorc aRiniSna, ojaxis Seuguebloba axali kulturisadmi zogjer xdeba „eqspatriantebis marcxis“ ZiriTadi mizezi. amitom, kompaniebis didi nawili yuradRebas aqcevs eqspatriantebis ojaxis axali garemosadmi Seguebis problemas. imisaTvis, rom ar warmoiqmnas msgavsi xasiaTis problemebi kompaniebi, eqspatriati menejerebis SerCevis procesSi, iyeneben sxvadasxva meTodebs. iseTebs rogorebicaa: gasaubreba, piradi Tvisebebis safuZvliani Semowmeba, ojaxuri migraciis specialistebis _ am dargis fsiqologebis mowveva da sxva. zogierTi multierovnuli korporacia cdilobs daadginos, potenciuri kandidati SeZlebs Tu ara gaiziaros maspinZeli qveynis kulturuli Rirebulebebi. magaliTad, amerikuli kompaniebi mravali wlis ganmavlobaSi eqspatriatebis Tanamdebobebze ar agzavnidnen qalebs iseT qveynebSi, rogorebicaa: irani, iaponia da sxva, sadac ar xdeba mandilosnis ojaxis gareT samuSaoebze saqmianobis stimulireba. 16.5. „eqspatriantebis marcxis“ mizezebi rogorc aღvniSneT, eqspatrianti menejerebi arian multierovnuli kompaniis samSoblos moqalaqeebi, romlebic muSaoben sxva qveyanaSi. am terminis sapirwoned gamoiyeneba termini inpatrianti (inpatriates) da is aRniSnavs im ucxoelebs, romlebic muSaoben multierovnuli kompaniis samSobloSi. saerTaSoriso biznesis literaturaSi aRwerilia personalis SerCevis iseTi problema, rogoricaa e.w. ` eqspatriantebis marcxi~, rac gulisxmobs maT droze adre dabrunebas samSobloSi. es termini asaxavs firmis kadrebis SerCevis negatiur politikis Sedegebs, anu mis mier iseTi individebis SerCevas, romlebic ver aRweven warmatebas ucxoeTSi, ris gamo vadaze adre brundebian samSobloSi. gamokvleva gviCvenebs, rom sazRvargareT gagzav501 nili amerikeli specialistebis 16%-dan 40 %-mde brundeba samSobloSi kontraqtis dasrulebamde da muSakebis TiTqmis 70%, gagzavnili ganviTarebad qveynebSi brundeba ukan droze adre. miuxedavad imisa, rom dawvrilebiTi informacia yvela qveynis mixedviT miuwvdomelia, SegviZlia davaskvnaT, rom „eqspatriantebis marcxi“ aris universaluri problema. „eqspatriantebis marcxis“ danaxarjebi aris maRali. erTi „marcxis“ saSualo danaxarji firmisTvis aris eqspatrianti menejeris yovelwliur samjerad xelfass damatebuli mivlinebis danaxarjebis tolfasi. TanxaSi gamoxatuli TiToeuli „marcxis“ danaxarji meryeobs 250000 aTasidan 1 milion dolaramde. amasTan, amerikeli eqspatriatebis daaxloebiT 30%-dan 50%-mde, romelTa saSualo yovelwliuri anazRaureba 250000 dolaria, rCebian maT saerTaSoriso Tanamdebobebze, magram firmebs maT mier gaweuli saqmianoba araefeqtianad miaCnia. amerikuli multierovnuli kompaniebisTvis, mniSvnelobebis mixedviT `eqspatriatebis marcxis~ mizezebi ganisazRvra Semdegi kriteriumebi: • meuRlis Seuguebloba; • menejerTan saqmianobis Seuguebloba; • sxva ojaxuri problemebi; • menejeris pirovnuli da emociuri simwifis done; • sazRvargareT dakisrebuli pasuxismgeblobisaTvis Tavis vergarTmeva. evropuli firmebis menejerebma daasaxeles marto erTi mizezi _ meuRlis Seuguebloba axal garemosTan. iaponuri firmebis „marcxis“ mizezebia: • sazRvargareT wamoWrili pasuxismgeblobebisTvis Tavis ver garTmeva; • axal garemosTan Seguebis siZneleebi; • pirovnuli da emocionaluri problemebi; • teqnikuri kompetenciis nakleboba; 502 • meuRlis Seuguebloba. yvelaze SesamCnevi gansxvaveba am CamonaTvalTa Soris aris meuRlis Seugueblobis faqtorSi, romelic amerikuli da evropuli multierovnuli kompaniebisaTvis yvelaze mniSvnelovani mizezia, xolo iaponuri firmebisaTvis is mniSvnelobis mixedviT ikavebs mxolod mexuTe adgils. gamokvlelebma [3, gv.18-22] daadastures, rom meuRlis, menejerTan saqmianobis Seuguebloba, aris „eqspatriantebis marcxis“ ZiriTadi mizezi. meuRleebis Seuguebloba sazRvargareT cxovrebasTan dakavSirebulia bevr faqtorTan. meuRleebi xSirad ucxo qveyanaSi Tavs grZnoben megobrebisa da ojaxis gareSe. enis barieri maTTvis arTulebs axali megobrebis SeZenas, maSin rodesac es ar warmoadgens problemas menejerebisaTvis, romlebsac SeuZliaT gaiCinon megobrebi samuSaoze. maTi meuRleebisTvis es dakavSirebulia did sirTuleebTan, amitom isini Tavs saxlSi gamoketilebad grZnoben. es problema xSirad garTulebulia emigraciis maregulirebeli kanonebiT, romlebic krZalaven meuRis samuSaoze ayvanas. „qspatriantebis marcxis“ Semcirebis erT-erTi saSualebaa maTi SerCevis proceduris gaumjobeseba, rac, Tavis mxriv, moicavs TanamdebobisaTvis Seuferebeli kandidatebis gamoricxvas. am problemis gamokvlevis safuZvelze, bevr firmaSi ZiriTad problemad daasaxelda is, rom adamianuri resursebis menejerebi aTanabreben kompaniis samSobloSi da sazRvargareT samuSaos Sesrulebis pirobebs. qveynis SigniT da sazRvargareT samuSaos Sesrulebis pirobebi erTob gansxvavebulia. menejerma, romelic samuSaos advilad umklavdeba Tavis qveyanaSi, SesaZloa ver SeZlos gansxvavebuli kulturis qveyanaSi SromiTi procesis marTva. gamokvlevis Sedegad dadginda is 4 ZiriTadi aspeqti, romelic gansazRvravs sazRvargareT saqmianobis warmatebas. esenia TviTorienta503 cia, sxvebis orientacia, aRqmis unari da kulturebTan dakavSirebuli siZneleebi. TviTorientacia: am Tvisebebis mqone eqspatriantebs gaaCniaT sakuTari Tavis obieqturi Sefasebis, Tavdajereblobis da mentaluri sijansaRis Tvisebebi. eqspatriantebi, romlebic afaseben sakuTar SesaZleblobebs, arian Tavdajerebulni da mentalurad jansaRni, aqvT sazRvargareT warmatebis miRwevis didi Sansi. mecnierebma daaskvnes, rom aseT adamianebs SeuZliaT moaxdinon maTi interesebis adaptireba sportTan, musikasTan da egzotikur sakvebTan. hqondeT samuSaos gareT sxvadasxva gatacebebi da iyvnen teqnikurad kompetenturebi. sxvebis orientacia: am aspeqtiT eqspatrianti menejerebi avlenen maspinZeli qveynis warmomadgenlebTan advilad TanamSromlomlobis SesaZleblobas. rac ufro efeqturad urTierTqmedebs is maspinZeli qveynis moqalaqeebTan, miT ufro mosalodnelia misi warmateba. aq ori faqtoria mniSvnelovani: urTierTobebis unari da sxvebTan komunikaciisTvis mzadyofna. urTierTobebis unari gulisxmobs maspinZeli qveynis warmomadgenlebTan xangrZlivi megobrobebis damyarebis SesaZleblobas. komunikaciebisaTvis mzadyofna vlindeba eqspatriantis survilSi Seiswavlos maspinZeli qveynis ena. miuxedavad imisa, rom maspinZeli qveynis enis codna mniSvnelovania, eqspatriants ar Wirdeba adamianebTan komunikaciis mzadyofnis demonstrirebis mizniT kargad flobdes mas. enis codna mxolod aZlierebs komunikaciis SesaZleblobas. aRqmis unari: es aris unari, romliTac SegviZlia gavigoT, Tu ratom iqcevian sxva qveynebis warmomadgenlebi ise, rogorc es damkvidrebulia maT kulturaSi. es aris sxva adamianebis grZnobebisa da emociebis gagebis unari, romelSic gvexmareba sakuTari gamocdileba. maspinZeli qveyenis warmomadgenlebis samarTavad es aspeqti aris gadamwyveti. eqspatriat menejerebs, romlebsac ar gaaCniaT es unari, iseve eqcevian sxva qveynis warmomad504 genlebs, rogorc TavianTi qveynis moqalaqeebs. amis Sedegad isini ganicdian mniSvnelovan problemebs menejmentSi. maspinZeli qveynis realobas kargad morgebuli eqspatriantebi ar gansjian maspinZeli qveynis moqalaqeebis qmedebas da cdiloben maTi menejmentis stili iyos morgebuli im kulturas, wes-Cveulebebsa da pirobebs, romelSic maT uxdebaT saqmianoba. kulturebTan dakavSirebuli siZneleebi: es aspeqti exeba kavSirs eqspatriartebis samuSaosTan adaptaciis unarsa da im qveyanis Taviseburebebs Soris, romelSic is unda Sesruldes. zogierT qveynaSi muSaoba aris ufro rTuli, radgan misi kultura eqspatriantisaTvis aris uCveulo da uxerxuli. magaliTad, bevri amerikeli miiCnevs did britaneTs iq muSaobisaTvis SedarebiT mosaxerxeblad. amis mizezi ki isaa, rom am or kulturas bevri saerTo aqvs. amasTan, amerikelebs aradasavluri kulturis qveynebSi muSaoba rTulad miaCniaT. aseTi qveynebia magaliTad: indoeTi, samxreT azia da Sua aRmosavleTi. amis mizezebia: cudi sacxovrebeli pirobebi, arastumarTmoyvare atmosfero, dasavluri garTobis nakleboba da enis barieri. aRsaniSnavia isic, rom aRmosavleTis bevr qveyanaSi upiratesobas aniWeben mamakacebs, rac dasavleli qali menejerebisTvis did problemas warmoadgens. 16.6. treningebisa da menejmentis ganviTarebis programebi menejeris da samuSaos dakavSirebis pirveli nabiji aris kandidatebis SerCeva. Semdegi nabiji aris treningebi, raTa man Seiswavlos samuSaos specifika da menejmentis ganviTarebis programebi. magaliTad, am mizniT SemuSavebuli intensiuri treiningebis programebi eqspatriant menejerebs aZlevs sazRvargareT Tanamdebobaze warmatebis misaRwev kvalifikacias. menejmentis ganviTarebis programebis daniSnuleba ufro farToa, maTi mizania 505 menejerebis kvalifikaciis amaRleba maTi mTeli karieris manZilze. amdenad, menejmentis ganviTarebis programis nawilia personalis sazRvargareT gagzavna, raTa gafarTovdes misi gamocdileba da kulturaTaSorisi Sexedulebebi. firmis sxva menejerebTan erTad, mas regularulad SeuZlia daeswros menejmentis ganviTarebis programebs. farTo saerTaSoriso gamocdileba zrdis menejeris mmarTvelobiT da liderul Tvisebebs. istoriulad, saerTaSoriso biznesis warmomadgenelTa umetesoba ufro met yuradRebas aqcevda treningebs, vidre menejmentis ganviTarebis programebs. treningebis mizania mSobliuri qveynis moqalaqeebis sazRvargareT Tanamdebobaze samuSaod momzadeba. dReisaTvis, globaluri kompetenciisa da transnacionaluri firmebis warmoSobis gamo, es mdgomareoba Zireulad Seicvala. amJamad, sazRvargareTis sxvadasxva samuSaobisaTvis mniSvnelovania treningebTan erTad menejmentis ganviTarebis programebis gavla. saerTaSoriso biznesSi, menejmentis ganviTarebis programebis mizania kompaniis strategiuli miznebis miRweva. menejmentis ganviTareba miiCneva strategiuli miznebis miRwevis iaraRad. treningebisa da menejmentis ganviTarebis programebs Soris arsebuli sxvaobis dasadgenad, Cven jer gamovikvlevT sazRvargareTis Tanamdebobaze gasagzavni menejerebis treningebis tipebs. Semdeg vimsjelebT im kavSirze, romelic arsebobs globalur biznesSi menejmentis ganviTarebasa da strategias Soris. eqspatrianti menejerebis treningebi. rogorc aRvniSneT, „eqspatriantebis marcxis“ yvelaze gavcelebuli mizezia: meuRlisa da menejeris Seuguebloba axal garemosTan. treningi exmareba menejersa da mis meuRles am problemis daZlevaSi. „eqspatriatebis marcxs“ amcireben kulturuli, enobrivi da praqtikuli treningebi. treningebis gamoyenebis yovelmxmrivi mniSvnelobis miuxedavad, isic faqtia, rom menejerTa umete506 soba ar gadis aseT swavlebas manam, sanam maT gaagzavnian sazRvargareT samuSaod. kulturuli treningebi: kulturuli treningebi gasagzavn kandidats unergavs maspinZeli qveynis kulturisadmi pativiscemas. treningebis organizatorebs sjeraT, rom maspinZli qveynis kulturis gageba daexmareba menejers Cawvdes mis Taviseburebebs. es ki Tavis mxriv zrdis maspinZeli qveynis warmomadgenlebTan urTierobis efeqtianobas. eqspatriantebs unda CautardeT swavleba maspinZeli qveynis kulturis, istoriis, politikis, ekonomikis, religiis, socialur sferosa da biznes saqmianobis Sesaxeb. eqspatriantis sazRvargareT gagzavnamde mniSvnelovania maspinZeli qveynis gacnobis mizniT turis moewyoba, rac mniSvnelovnad amcirebs `kulturul Soks~. meuRlis adaptaciis gamo gamowveuli problemebis gadasaWrelad, mniSvnelovania, rom meuRlec da mTliani ojaxic CarTulni iyvnen kulturuli treningis programaSi. enis Sesaswavli treningebi: inglisuri msoflio biznesis enaa. biznesis keTeba msoflios nebismier qveyanaSi SesaZlebelia inglisuris gamoyenebiT. inglisuris gavrcelebis miuxedavad, misi gamoyeneba amcirebs maspinZeli qveynis moqalaqeebTan menejeris urTierTobis SesaZleblobas. maspinZeli qveynis enaze saubris survili, maSinac ki, roca menejeri ar flobs enas srulyofilad, mas exmareba adgilobriv kadrebTan megobruli urTierTobebis damyarebaSi da amiT aumjobesebs menejmentis efeqtianobas. is firmebi, romlebmac daadgines enis Sesaswavli treningebis aucilebloba, miiCnevdnen, rom is aumjobesebs maTi TanamSromlebis efeqtianobas da qmnis eqspatriantebis sxva kulturasTan dakavSirebis pirobebs, rac saboloo angariSiT aisaxeba maspinZel qveyanaSi firmis ukeTes imijze. praqtikuli treningebi: praqtikuli treningebis mizania daexmaros eqspatriat menejerebs da misi ojaxis 507 wevrebs advilad Seeguon maspinZel qveyanSi arsebul cxovrebiseul realobas. eqspatriantebisaTvis aucilebelia megobrebi, garToba, dasveneba. firmebi cdiloben darwmundnen, rom eqspatriantis ojaxi swrafad Seegueba axal sacxovrebel garemos da mis mcxovreblebs. praqtikuli treningebi aucilebelia eqspatriantis ojaxis wevrebis ucxo kulturasTan adaptaciisaTvis. eqspatriantebis samSobloSi dabruneba. eqspatrianti menejerebis treningisa da ganviTarebisas programebis ganxilvis procesSi mniSvnelovan problemas warmoadgens menejerebis momzadeba repatriaciis _ samSobloSi dabrunebisaTvis, sadac SemdgomSi isini gaagrZeleben muSaobas. rogorc wesi, ukan dabrunebuli menejerebis molodini imis Taobaze, rom TavianT kolegebs gauziaron codna da waaxalison is menejerebi, romlebic sazRvargareT imave gzis gavlas apireben, ar marTldeba. is menejrebi, romlebic muSaobdnen sazRvargareT, sadac isini iyvnen damoukideblebi, qondaT maRali anazRaureba da avtoriteti, dabrunebis Semdeg xvdebian organizacias, romelmac araferi icis ukanaskneli wlebis ganmavlobaSi maTi saqmianobis Sesaxeb. rogorc wesi, dabrunebul menejerebs sTavazoben kuTvnili samuSaos an firma am mizniT qmnis iseT sarezervo adgilebs, romlebsac ar moiTxoveba eqspatriantebis kvalifikaciasa da codnas. am problemis kvlevis Sedegebis mixedviT, menejerTa 60-70%-ma ar icis Tu rogori iqneba maTi samuSao maTi samSobloSi dabrunebis Semdeg. am problemis gadawyveta adamianuri resursebis kargi dagegmviT miiRweva. damianuri resursebis menejmentis funqcias sWirdeba personalis SerCevis procesisa da treiningis programebis ganviTareba. eqspatriantebis samSobloSi dabrunebis im programebis ganviTareba, romlebic maT moamzadebT profesiuli landSaftis Sec- 508 vlisa da im codnis gamoyenebisaTvis, romelic maT SeiZines sazRvargareT. menejmentis ganviTarebis programebi. menejerebis saerTo kvalifikaciis donis amaRlebis mizniT gamoiyeneba menejmentis ganviTarebis sxvadsxva saganmanaTleblo programebi. agreTve firmis sxvadasxva samuSaoebze menejerebis gacvlis gziT SesaZlebelia maTi gamocdilebis gafarToeba. es programebi aris mimarTuli kompaniaSi Sromis nayofierebisa da xarisxis donis amaRlebisaken. saerTaSoriso biznesi menejmentis ganviTarebas iyenebs, rogorc strategiul iaraRs, rac metad mniSvnelovania transnacionaluri strategiis mqone firmebisaTvis. aseT firmebs sWirdebaT Zlieri korporaciuli kultura da araformaluri menejmentis qseli, rac daexmareba maT koordinaciasa da kontrolSi. amasTan, transnacionaluri firmebis menejerebisaTvis aucilebelia adgilobrivi Taviseburebebis Seswavla da gaTvaliswineba. es ki miiRweva maspinZeli qveynis kulturuli Taviseburebebis gacnobis safuZvelze. menejmentis ganviTarebis programebi, firmis normebTan da faseulobaTa sistemasTan erTad, menejerebs exmareba korporaciuli kulturis formirebaSi. programebi iwvevs gamocdilebis gaziarebas, araformaluri qselebis Seqmnas, SesaZloa kompaniaSi damkvidrebuli enis an Jargonis aTvisebac. amasTan, es programebi aviTarebs teqnikur kompetenciebsac. isini xSirad Seicaven simRerebs, erTobliv sadilebs da sportul RonisZiebebSi monawileobas, riTac warmoiSoba erTianobis korporaciul grZnoba. calkeul kompaniaSi damkvidrebulia ritualuri samosi, sadac kompaniis TanamSromlebisaTvis gamoiyeneba uniforma (magaliTad, maisuri kompaniis logoTi). am saqmianobis mizania menejeris kompaniasTan identifikacia. 509 xangrZlivi periodiT menejerTa jgufis gaerTianeba da maTi sazRvargareTis qveyanebSi sxvadasxva saxis samuSaoebze gagzavna, exmareba firmas araformaluri menejmentis qselis CamoyalibebaSi. aseTi qseli SesaZloa gamoviyenoT, rogorc organizaciis SigniT gamocdilebis gaziarebis saSualeba. magaliTis saxiT ganvixiloT telekomunikaciebis mwarmoebeli Sveduri kompania ,,eriqsoni~. am kompaniaSi TanamSromloba Zalian mniSvnelovania, gansakuTrebiT kompaniidan misi filialebisaTvis nou-hausa da ZiriTadi kompetenciebis gadasacemis mizniT. TanamSromlobis gasaZliereblad `eriqsoni~ cvlis specialistebs, rogorc saTavo ofisSi, aseve mis filialebSi. `eriqsoni~ erTi an ori wlis ganmavlobaSi agzavnis 50-dan 100-mde inJinersa da sxvadasxva profilis menejerebis jgufs kompaniis erTi qveynis struqturuli erTeulidan meoreSi, rac mniSvnelovnad afarToebs adamianebs Soris saqmian da kulturul urTierTobebs. aRniSnuli politika aris efeqtiani, rogorc saerTo kulturis Semecnebis, aseve kompaniis sxvadasxva qveynebSi gafantuli sawarmoebis koordinaciisaTvis. 16.7. samuSaos Sefaseba saerTaSoriso biznesSi yvelaze rTuli problema eqspatrianti menejeriebs mier gaweuli samuSaos Sefasebaa. Cven SevexebiT am problemis calkeul aspeqts da ganvixilavT samuSaos Sefasebis umniSvnelovanes principebs. eqspatrianti menejerebis samuSaos Sefaseba aris rTuli procesi. rogorc wesi, ori jgufi afasebs maT mier gaweul samuSaos - maspinZeli qveynis da saTavo ofisis menejerebi. maspinZeli qveynis menejerebis Sefaseba, maTi kulturuli Taviseburebebidan gamomdinare, SesaZlebelia ar iyos bolomde obieqturi. magaliTad, mendenhemma da odoum warmoadgina aSS-is menejeris SemTxveva, ro510 melmac saTavo ofisSi waradgina misi muSaobis Sefasebis sarekomendacio werili indoeTSi mdebare filialidan. indoeTSi momuSave menejerma miiRo uaryofiTi Sefaseba, im mizezis gamo, rom im qveyanaSi menejerebi iTvlebian eqspertebad, romlebsac ar WirdebaT xelqveiTebis daxmareba, maSin rodesac amerikaSi calkeuli meore xarisxovani samuSaoebis Sesrulebis procesSi menejeri piriqiT, iTxovs ramdenime xelqveiTis daxmarebas. am sxvaobebis gamo indoelma specialistebma amerikeli menejeri miiCnies arakompetenturad da saqmis armcodned. eqspatrianti menejerebis sazRvargareT gaweuli saqmianobis saTavo ofisis menejerebis mier Sefasebac araobieqturia imis gamo, rom am menejerebma rogorc wesi cudad ician sazRvargareT warmoebis specifika da amitom isini afaseben eqspatriantebis saqmianobas maTdami daqvemdebarebuli erTeulis mwarmoeblurobis, an misi sabazro wilis Sesaxeb informaciis safuZvelze. aseTi kriteriumebi asaxavs eqspatrianti menejeris saqmianobis garegnul mxareebs. amasTan, es informacia ar Seicavs, samuSaos im sxva mniSvnelovan aspeqtebs, romlebic aseve gasaTvaliswinebelia misi obieqturi SefasebisaTvis. aseTebia: eqspatriantebis kulturaTaSorisi Segnebis ganviTarebis done da adgilobriv menejerebTan produqtiulad muSaobis unari. am Secdomebis gamo bevr eqspatriant menejers miaCnia, rom kompaniis xelmZRvaneloba maT afasebT arasamarTlianad da saTanadod ver xedavs maT kvalifikaciasa da gamocdilebas. es aris imis erTerTi mizezi, rom sazRvargareT saqmianobas ar moaqvs mosalodneli Sedegi am menejerebis karieristuli winsvlis TvalsazrisiT. samuSaos Sefasebis procesSi daSvebuli Secdomebi SesaZloa Seamciros ramdenime garemoebam. pirveli, eqspatriantebis nawili miiCnevs, rom ufro mniSvnelovania adgilobrivi menejeris Sefaseba, radgan sazRvargareT myof menejerTan SedarebiT, mas ukeT SeuZlia Cawvdes sa511 muSaos specifikasa da misi Sesrulebis profesiul dones. yofil eqspatriantebTan profesiuli da kulturuli siaxlovis gamo, adgilobriv menejerebs gaTavisebuli aqvT is elementebi, romlebic ukeT warmoaCenen eqspatrianti menejerebis muSaobis mniSvnelovani aspeqtebs. meore, Sefaseba ufro obieqturi iqneba, Tu Semfasebeli menejeri aris eqspatriantis erovnebis, radgan amiT Tavidan avicilebT kulturis gaugebrobiT gamowveul Secdomebs. saTavo ofisis menejerebi xSirad samuSaos Sefasebas axdenen eqspatriantebis mier mowodebuli masalebis safuZvelze. aseT SemTxvevaSi eqspertebi gvirCeven, rom yofilma eqspatriantebma, romlebic muSaobdnen sazRvargareTis igive filialSi, miiRon monawileoba samuSaos Sefasebis procesSi, rac mniSvnelovnad amcirebs Secdomebis daSvebis albaTobas. dabolos, rodesac sakadro politika iTvaliswinebs ucxoeli menejerebis muSaobis werilobiT Sefasebas, saTavo ofisis menejerebma ar unda warmoadginon is manam, sanam ucxoeli menejerebi ar daamTavreben formaluri Sefasebis proceduras da warmoadgenen mis Sedegebs. es, saTavo ofisisis menejers aZlevs saboloo daskvnaSi samuSaos dabalansebuli Sefasebis SesaZleblobas. 16.8. Sromis anazRaureba globalur biznesSi eqspatriantebis Sromis anazRaurebis procesSi warmoiqmneba ori ZiriTadi problema, esenia: anazRaurebis regulireba sxvadasxva qveynebSi Sromis anazRaurebis gansxvavebuli sistemebis mixedviT da kompaniaSi damkvidrebuli Sromis anazRaurebis sistemis gamoyeneba. qveynebSi Sromis anazRaurebis gansxvavebebuli sistemebi. 512 sxvadasxva qveyanaSi menejerebis Sromis anazRaurebaSi arsebiTi gansxvavebebia. cxriliSi #1 warmodgenilia am dargSi Catarebuli gamokvlevis Sedegebi. gamokiTxvam moicva 2007-2009 wlebSi 29 qveynis im kompaniis muSakebi, romlTa saSualo anazRaureba yovelwliurad Semosavlis saxiT Seadgenda 500 milion aSS dolars. cxrili 1. 2007-2009 wlebSi Sromis anazRaureba 29 qveyanis mixedviT (aSS-is dolarebSi) qveyana argentina avstralia belgia brazilia kanada CineTi(hongkongi) CineTi (Sanxai) safrangeTi germania indoeTi italia iaponia malaizia meqsika holandia axali zelandia singapuri samxreT afrika samxreT korea espaneTi SvedeTi Sveicaria taivani gaerTianebuli samefo aSS venesuela prezidentebis anazRaureba 316,735 694,638 697,030 545,024 889,898 746,417 99,795 735,363 954,726 222,894 841,520 456,937 333,298 966,759 675,062 449,414 959,411 538,290 393,533 520,080 700,290 1,190,567 249,075 830,223 2,249,080 401,799 samuSaos anazRaureba 6,937 31,543 43,541 8,861 36,283 20,932 4,630 42,682 44,757 3,928 35,434 48,178 6,681 15,312 36,860 23,068 17,463 7,453 26,519 28,506 39,816 60,193 17,144 29,730 51,121 9,849 513 kompaniis prezidentis Sromis anazRaureba Seicavs, rogorc ZiriTad xelfass, aseve premiebs, aqciebis yidvis safuZvelze miRebul dividendebs. sxva muSakebis anazRaurebaSi Sedis maT ZiriTad xelfasi da premiebi. rogorc cxrili 1-dan vxedavT, Sromis anazRaurebis sakiTxebTan dakavSirebiT, qveynebs Soris didi sxvaobaa. amerikaSi kompaniis prezidentis saSualo Semosavali 2,25 milionia, iaponiaSi _ 456,937, xolo taivanSi _ 249,075. es cxrili zustad ver warmoaCens am gansxvavebebis mizezebs, radgan amerikeli kompaniis prezidentebis umravlesoba solidur Tanxebs aqciebidan iRebs. saerTaSoriso biznesSi qveynebis mixedviT anazRaurebebSi gansxvaveba warmoSobs Semdegi xasiaTis kiTxvas: unda aunazRauros firmam sxvadasxva erovnebis prezidentebs Sroma maTi qveynebis Sesabamisi Tu saerTaSoriso standarTebis mixedviT? es problema ar arsebobs eTnocentristuli da policentristuli pesonalis SerCevis politikis mimvdevar kompaniebSi. eTnocentristuli politikis SemTxvevaSi am problemis gadasawyvetad aucilebelia imis dadgena, Tu ra Tanxa unda gadauxadon damatebiT kompaniebma eqspatriantebs. policentristuli politikis dros, menejerebis sxvadasxva qveynebSi gagzavnis simciris gamo, maTi anazRaureba qveynis standartebs Seesabameba. uazroba iqneba firmebis ingliseli da amerikeli menejerebis erTnairi anazRaureba, Tu isini ar muSaoben erT qveyanaSi. es problema gansakuTrebiT mniSvnelovania geocentristuli politikis mimdevari firmebisaTvis. personalis SerCevis geocentristuli politika Tavsebadia transnacionalur strategiasTan. am politikis erT-erTi aspeqtia iseTi menejerebis SerCeva, romlebic miekuTvnebian sxvadasxva erovnebas. unda hqondes Tu ara aseTi personalis yvela wevrs erTnairi anazRaureba? aSS-Si mdebare firmebisaTvis es niSnavs amerikis standartebis Sesabamisad ucxoeli menejerebisaTvis anazRaurebis 514 zrdas. cnobilia isic, rom aSS-Si xelfasi sxva qveynebTan SedarebiT sakmaod maRalia. amasTan, Tuki firma ar gaaTanabrebs xelfass, aman SeiZleba gamoiwvios ucxoelebis ukmayofileba. Tu firmas surs hyavdes sxvadasxva erovnebis warmomadgenlebiT dakompleqtebuli kadrebi, maSin man unda Sroma aunazRauros ucxoelebs iseve, rogorc adgilobriv muSakebs. mniSvnelovania, rom sakadro antagonizmis mosaxsnelad firmam ar miaqcios Sromis anazRaurebis dros yuradReba muSakebis warmoSobasa da erovnebas. eqspatriantebis Sromis anazRaureba. eqspatriantebis Sromis anazRaurebaSi yvelaze gavrcelebulia dabalansebis midgoma. 2008 wels gamokiTxuli 781 kompaniidan 80 % iyenebs am midgomas, romlis struqtura Semdegi saxisaa: xelfasi da sxva Semosavlebi, gadasaxadebi, binis, saqonlisa da momsaxurebis danaxarjebi (sakvebi, tansacmeli, garToba da a.S) da rezervebi. aseTi dabalansebuli midgoma eqspatriantebs exmareba maspinZel qveyanaSi igive sacxovrebeli standartebis uzrunvelyofaSi, rogoric maT qondaT samSobloSi. amas emateba sazRvargareT muSaobis gamo finansuri stimulireba (magaliTad premia). amdenad, tipuri eqspatriantis anazRaureba Sedgeba ZiriTadi xelfasis, ucxoeTSi samuSaod wasvlisaTvis premiis, sxvadasxva tipis SeRavaTebis, gadasaxadebisa da sargeblisgan. misi mTliani anazRaureba aris 3-jer ufro meti, vidre is xelfasi, romelic mas sakuTar qveyanaSi gaaCnia. eqspatriantebis maRali xelfasebis gamo, bevrma firmam maT gamoyenebaze uari ganacxada. eqspatriatis Semosavlis tipuri sqema warmogvidgeba Semdegi saxiT: ZiriTadi xelfasi. ZiriTadi xelfasi aris imave moculobis, ramdenic mas gaaCnda sakuTar qveyanaSi imave Tanamdebobaze muSaobis dros. ZiriTadi xelfasi SeiZleba anazRaurdes, rogorc mimRebi qveynis valutaSi, iseve adgilobrivi fulad erTeulebSi. 515 sazRvargareT muSaobisaTvis premia. es aris eqspatrianti menejerebis damatebiTi xelfasi misi qveynis datovebisa da sxva qveyanaSi samuSaod wasvlis gamo. aseTi premia warmoadgens sazRvargareT samuSaod wasvlis damatebiT stimuls. amiT xdeba eqspatriantebis megobrebisa da ojaxisagan izolaciis erTgvari kompensacia. bevri firma uxdis ZiriTadi xelfasis 10-30 procentis odenobis premias, rac saSualo premiaa. SeRavaTebi. eqspatriantis Sromis anazRaurebis paketSi Sedis 4 tipis SeRavaTi: sxva qveyanasTan Seguebis siZneleebis, sacxovreblis, cxovrebis pirobebze danaxarjebis da ganaTlebis SeRavaTebi. sxva qveyanasTan Seguebis siZneleebis SeRavaTi maSinaa saWiro, Tu eqspatrianti gaagzavnes Rarib qveyanaSi. aseTs miekuTvneba qveyana, sadac jandacva, ganaTleba da da sxva materialuri da aramaterialuri sikeTeebi gamgzavn qveyanasTan SedarebiT ufro dabali donisaa. sacxovreblis SeRavaTi gaicema imisaTvis, rom gagzavnilma SeZlos iseTive xarisxis binaSi cxovreba, rogorSic is imyofeboda sakuTar qveyanaSi. iseT adgilebSi, sadac saxlebi Zalian Zviria ( magaliTad londoni da tokio), es SeRavaTi mniSvnelovania da udris gagzavnilis mTliani anazRaurebis 10-30 %-s. cxovrebis pirobebze danaxarjebis SeRavaTi gaicema im mizniT, rom eqspatriants gaaCndes igive cxovrebis pirobebi, rogoric mas samSobloSi gaaCnda. ganaTlebis SeRavaTi ki aucilebelia imisaTvis, rom eqspatriantis Svilebma swavla gaagrZelon maTi qveynis ganaTlebis standartebis Sesabamis skolaSi. maspinZeli qveynis sajaro skolebi zogjer ar aris gagzavnilis Svilebis ganaTlebis donis Sesaferisi. aseT SemTxvevaSi saWiroa ganaTlebis gagrZeleba sazRvargareT kerZo skolaSi, rac ufro Zviri Rirs. dabegvra. eqspatriantebis Semosavali SeiZleba daibegros erTnairi gadasaxadiT rogorc sakuTar, aseve 516 maspinZel qveyanaSic, Tu maspinZel da mSobliur qveyanas aqvT gadasaxadebis saerTo sistema. Tuki maT erTnairi gadasaxadebis sistema ar gaaCniaT, maSin firma gadasaxadebs ixdis maspinZeli qveynis kanonmdeblobis mixedviT. amasTan, Tu maspinZel qveyanaSi ufro maRali gadasaxadebia, rac amcirebs gagzavnilis Semosavals, firmebi aanazRaureben am gansxvavebas. socialuri daxmareba. firmebi cdiloben imaSi darwmunebas, rom maT mier sxva qveynebSi gagzavnili eqspatriantebi imave odenobis samedicino da sapensio daxmarebas miiReben, rasac iRebdnen samSobloSi. es firmebisTvis did danaxarjebTanaa dakavSirebuli, radgan daxmareba, romelic akldeba gadasaxadebs samSobloSi (magaliTad samedicino da sapesnio dazRveva), SeiZleba ar iyos gaTvaliswinebuli sxva qveyanaSi. 16.9. saerTSoriso SromiTi urTierTobebi. saerTaSoriso biznesSi adamianuri resursebis menejmenti pasuxismgebelia SromiT urTierTobebze. saerTaSoriso SromiTi urTierTobebis ZiriTad problema aris imis dadgena, Tu ramdenad SeiZleba SezRudon profkavSiris wevrebma saerTaSoriso biznesi. msoflioSi profkavSirebi am TvalsazrisiT mniSvnelovan rols TamaSoben. adamianuri resursebis menejmentis erT-erTi funqcia aris firmasa da profkavSirebs Soris harmoniuli urTierTobis damyareba da maT Soris konfliqtis minimizeba. am TvalsazrisiT am paragrafs gavyofT sam nawilad: pirvel rigSi, ganvixilavT multierovnul firmebTan profkavSirebis urTierTobis problemas. Semdeg am problemis gadawyvetis gzebs da bolos, saerTaSoriso firmebis mier SromiTi urTierTobebis regulirebas. 517 profkavSirebis roli. profkavSirebi Cveulebriv cdiloben maTi wevrebisaTvis moipovon maRali Sromis anazRaureba, uzrunvelyon Sromis pirobebis dacva. am profesiuli gaerTianebebis Zalaufleba vlindeba imaSi, rom isini firmebs emuqrebian warmoebis SeCerebiT, gaficvebiT an protestis sxva formebiT (magaliTad, garkveuli drois ganmavlobaSi samuSaoze uaris TqmiT). es muqara, rogorc wesi, ganxorcielebadia. arc erT firmas ar gaaCnia imis alternativa, rom ar daiqiravos profkavSiris wevrebi da maTi aqtivistebi. qveynis SigniT mdebare profkavSiruli gaerTianebebis mTavari problema aris is, rom multierovnulma kompaniebma SesaZloa TavianTi warmoeba sxva qveyanaSi gadaitanon. magaliTad, kompania `fordi~ daemuqra britanul profkavSirebs warmoebis evropis sxva qveynebSi gadataniT. profkavSirebis protesti motivirebuli iyo imiT, rom britanelebi uars acxadebdnen kompaniaSi damkvidrebuli Sromis wesebis dacvaze, riTac izRudeboda warmoebis interesebi. meore problema mdgomareobs imaSi, rom rogorc wesi, saerTaSoriso firmebi adgilze toveben maRali kvalificiis muSakebs da sazRvargareTis sawarmoebSi samuSaod agzavnian SedarebiT dabali kvalificiisas. es ki saerTaSoriso firmas uadvilebs warmoebis erTi adgilidan meore adgilze gadatanas, riTac mcirdeba profkavSirebis Zalaufleba. profkavSirebis kidev erTi problema Cndeba maSin, rodesac saerTaSoriso firma cdilobs dasaqmebis meTodebisa da SromiTi xelSekrulebiT gansazRvruli SeTanxmebebis importirebas. rodesac es meTodebi inergeba maspinZel qveyanaSi, profkavSirebs eSiniaT, rom es cvlilebani Seasustebs maT gavlenasa da Zalauflebas. es problema wamoiWra iaponuri multierovnuli kompaniebis SemTxvevaSi, romlebic cdilobdnen maTi SromiTi urTierTobebis sxva qveynebSi eqsportirebas. magaliTad, 518 amerikuli avtomobilebis warmoebaSi CarTuli momuSaveebis aRSfoTebas iwvevs is, rom bevri iaponuri avtosawarmo ar aris profkavSirebSi gaerTianebuli, ris Sedegad, avtoindustriaze profkavSirebis gavlena mcirdeba. profkavSirebis organizebis strategia. profkavSirebi multierovnuli kompaniebis gazrdili Zalauflebis Sezrudvis mizniT mimarTaven Semdeg strategias: ¾ cdiloben saerTaSoriso muSaTa organizaciis daarsebas. ¾ arwmuneben kanonmdeblebs multierovnuli kompaniebi SezRudvis aucileblobaSi. ¾ cdiloben multierovnuli kompaniebis saerTaSoriso regulirebis miRwevas adamianis uflebaTa damcveli saerTaSoriso organizaciebis an gaero-s meSveobiT. profkavSirebis es cdebi ar iyo didad warmatebuli, ris gamo 1960-ian wlebSi profkavSirebma daiwyo saerTaSoriso organizaciebis dafuZneba, romlebic uzrunvelyofdnen msoflios sxvadasxva dargobrivi gaerTianebebis msoflio kavSirs. profkavSirebs miaCniaT, rom sxvadasxva qveynebSi am gaerTianebebis qmedebebis koordinirebiT, warmoebis saerTaSoriso masStabiT Sewyvetis muqaris gamoyenebiT, maT eqnebaT multierovnuli kompaniebis Zalauflebis Semcirebis SesaZlebloba. magaliTad, `fordis~ muqara warmoebis didi britaneTidan sxva qveyanaSi gadatanis Sesaxeb ar iqneboda ganxorcielebadi, Tuki evropis sxvadasxva qveynebis profkavSirebi amis winaaRmdeg gaerTiandebodnen. miuxedavad saerTaSoriso profkavSiruli organizaciebis mier Catarebuli intensiuri saqmianobisa, am organizaciam msoflio maStabiT ver miaRwia sasurvel warmatebas. amis erT-erTi mizezi aris is, rom profkavSirul gaerTianebebs urTierTTanamSromlobis survilis miuxedavad, isini cdiloben saerTaSoriso biznesis investiciebis sakuTar qveyanaSi mozidvas, rom amiT daasaqmon TavianTi wevrebi. adgilob519 rivi profkavSirebi xSirad SeRavaTs uweven im firmebs, romlebic cdiloben kapitalis maT qveyanaSi dabandebas. profkavSirebis struqturasa da ideologiaSi arsebuli sxvaoba qmnis winaaRmdegobas maTi TanamSromlobisaTvis. profkavSiruli gaerTianebebi yvela qveyanaSi ganviTarda damoukideblad. amis Sedegad, maTi struqtura da ideologia qveynebs Soris sagrZnoblad gansxvavebulia. magaliTad, britaneTSi, safrangeTsa da italiaSi bevri profkavSiri imarTeba memarcxene socialistebis mier, romlebic koleqtiur molaparakebebs miiCneven klasobrivi konfliqtebis warmomSobis mizezad. amis sapirispirod, germaniaSi, holandiaSi, skandinaviasa da SveicariaSi profkavSirebis liderebi iyeneben ufro zomier politikas. sxvadasxva qveynebis profkavSirebis liderebis ideologiebis gansxvavebam maT Soris TanamSromloba Znelad misaRwevi gaxada. gansxvavebuli ideologiebi aisaxeba profkavSirebis sazogadoebrivi rolisa da multierovnuli kompaniebis mimarT gasatarebeli politikis radikalurad gansxvavebul SexedulebebSi. profkavSirebma ver miaRwies warmatebas multierovnul kompaniebTan urTierTobebis regulirebis mizniT erovnuli da saerTaSoriso organizaciebis saqmianobis koordinaciis TvalsazrisiT. iseTi saerTaSoriso organizaciebi, rogoricaa Sromis saerTaSoriso, ekonomikuri TanaSromlobisa da ganviTarebis organizacia, aiZuleben multierovnul kompaniebs SromiT urTierTobebSi gaiTvaliswinos maT mier miRebuli gadawyvetilebebi. miuxedavad amisa, es RonisZiebani ar aris iseTi efeqtiani, rogoric profkavSirebs surT. multierovnul kompaniebze aseTi organizaciebi ver axdenen arsebiT zegavlenas. SromiTi urTierTobebis mimarT globaluri biznesis midgomebi. globaluri, qveynis Siga biznesisagan saerTaSoriso SromiT urTierTobebisadmi midgomebiT SesamCnevad gansxvavdeba. ZiriTadi gansxvaveba mdgomare520 obs SromiTi urTierTobebis centralizaciisa Tu decentralizaciis doneSi. profkavSirebis Zalauflebisa da koleqtiuri molaparakebebis gamo, globaluri kompaniebis umetesobam saerTaSoriso SromiTi urTierTobebis saqmianoba warmarTa sazRvargareT mdebare filialebis SromiTi kanonmdeblobis Sesabamisad, amiT moxda SromiTi urTierTobebis funqciis adgilobribriv menejerebze gadacema. qveynebs Soris Sromis kanonmdeblobaSi arsebuli gansxvavebis gamo, am procesis centralizebis SemTxvevaSi SeuZlebeli iqneboda misi marTva. miuxedavad am logikis sisworisa, am sferoSi arsebuli tendencia centralizebuli kontroliskenaa mimarTuli. es tendencia asaxavs saerTaSoriso firmebis globaluri sawarmoebSi SromiTi urTierTobebis racionalizaciisaken mimarTul midgomebs. konkurenciam warmoSva firmebis SromiTi danaxarjebis kontrolis aucilebloba. radganac SromiTi danaxarjebi kompaniebis mTliani danaxarjebis udides nawils ikavebs, maTi umetesoba profkavSirebs emuqreba warmoebis sxva qveyanaSi gadataniT, Tu isini ar Secvlian Sromis kanonebs da ar gaauqmeben xelfasebis zrdis moTxovnas. imdenad, ramdenadac aseTi moqmedeba ganapirobebs axali investiciebis SezRudvasa da warmoebis daxurvas, molaparakebis taqtika moiTxovs saTavo ofisis mxridan am dargSi kargi menejmentis ganxorcielebas. am mizeziT SromiTi urTierTobebis centralizebisken swrafva izrdeba. kompaniaSi SromiTi urTierTobebis dargSi kargad organizebuli saqmianoba SeiZleba iyos konkurenciuli upiratesobis mopovebis ZiriTadi wyaro. magaliTad, iaponurma avtomobilebis mwarmoeblebma konkurenciaSi upiratesoba moipoves damoukideblad marTuli jgufebiT, Tanamdebobebis monacvleobiT, kulturaTaSorisi treningebis organizebiTa da sxva msgavsi RonisZiebebiT. 521 warmoebis ucxoeTSi mdebare sawarmoebSi gadatanis dros, iaponuri firmebi cdiloben iq samuSao meTodebis gadatanasac. es ki iwvevs konfliqts imis gamo, rom samuSaos Sesrulebis adgilobrvi meTodebi, unda pasuxobdes am qveynis profkavSirebis mier. amis gamo iaponuri firmebi axdenen didZali investiciebis dabandebas, im mizniT, rom adgilobrivi profkavSirebi daTanxmdnen am firmebSi arsebul Sromis meTodebs. am mizniT iaponuri firmebis ufrosi menejerebi marTaven molaparakebebs adgilobriv profkavSirebTan im mizniT, raTa maT SeZlon adgilobriv sawarmoebSi iaponiaSi damkvidrebuli Sromis meTodebis gamoyeneba. magaliTad, sanam `nisanma~ gadawyvita investiciiebi daebandebina inglisSi, man miiRo britanuli profkavSirebisgan Tanxmoba iq damkvidrebuli tradiciuli muSaobis meTodebis iaponuriT Secvlis Sesaxeb. aseTi strategiis realizacia moiTxovs SromiTi urTierTobebis centralizebul kontrols. sakontrolo kiTxvebi: 1. ra Taviseburebebi axasiaTebs adamianuri resursebis marTvas samSobloSi da sazRvargareT? 2. ra upiratesoba gaaCnia adgilobrivi kadrebis gamoyenebas? 3. rogoria eqspatriantebis gamoyenebis mizezebi? 4. rogor mimdinareobs saerTaSoriso menejerebis SerCevis procesi? 5. rogoria ,,eqspatriantebis marcxis” mizezebi? 6. ra igulisxmeba treiningebsa da menejmentis ganviTarebis programebSi? 7. rogor mimdinareobs samuSaos Sefasebis procesi? 8. ra TaviseburebebiT xasiaTdeba eqspatriantebis Sromis anazRaureba. 9. ra igulisxmeba saerTaSoriso SromiT urTierTobebSi? 522 10. rogoria profkavSirebis roli saerTaSoriso SromiT urTierTobaTa regulirebaSi? literatura: 1. 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