saerTaSoriso biznesi

Transcript

saerTaSoriso
biznesi
leqciebis kursi
gamomcemloba ùniversali~
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
asocirebuli profesori gulnaz erqomaiSvili
asocirebuli profesori gela grigalaSvili
© saerTaSoriso biznesis kaTedra, 2011
gamomcemloba ùniversali~, 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
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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
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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
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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
sirTuleebi............................................................................ 363
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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. èqspstriantebis 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
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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
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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.
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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
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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
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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
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%).
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
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. СПб. 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. СПб. 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. СПб. 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. СПб. 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
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Гриффин Р., Пастей М., Международный бизнес. СПб. 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.
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
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).
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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
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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.
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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:
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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.
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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.
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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.
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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.
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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.
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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).
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
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 àrakonkurirebad 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
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
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
-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
-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;
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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,
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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)
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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 (èvratomi~), 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
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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
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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.
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?
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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;
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ПИТЕР, 2006;
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internet-resursebi:
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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
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
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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
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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.
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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;
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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.
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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
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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.
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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
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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
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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.
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.
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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.
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Tavi VIII
saerTaSoriso strategiuli aliansebi
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.
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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 Àdvanced 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
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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.
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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 Àdvanced 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.
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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
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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.
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
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 àxali 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.
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
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.
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
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,
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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;
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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
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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
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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
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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
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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
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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
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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
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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.
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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.
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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),
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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
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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
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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,
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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.
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.
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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
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
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.
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
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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.
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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.
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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
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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
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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.
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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
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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,
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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.
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
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 òqros 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 àJiotaJuri 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 (ìaf~ 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 èvrodolaris 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 èvrodolari~ 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 àmerikis 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.
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
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
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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
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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.
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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
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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:
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- 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
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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
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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.
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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
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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
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
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.
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
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 èqspatriatebis 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 èriqsoni~
cvlis specialistebs, rogorc saTavo ofisSi, aseve mis
filialebSi. èriqsoni~ 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.
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. Sengelia T., globaluri biznesi, àxali saqarTvelo~, Tb., 2010;
2. Sengelia T., dasaqmebis sferoSi diskriminacia da
biznesi., J. „ekonomika“, #11-12, 2008;
3. Деннелс Дж. Д. Радеба Л. Х. Международный бизнес. М.,
1994;
4. Чинченов М.В., Основы международного бизнеса: Организационные основы, инфраструктура, тактика и стратегия.
КноРус, 2009.
5. Daniel J. International Business. N.U. 2008;
6. Griffin R., Pustay M. International Business: A Managerial
Perspective. Reading, MA: Addison –Westey Publishing Co.,
2004;
7. Mendenham. G.Oddou. The Dimensions of Expatriation Dillema. Human Resource Planning 19. No 4(2009); 8. WWW. Toversperrin. Com; 9. Shengelia T. Influence of Corruption on the development of
Business Georgia // Murrey State University Review. 2007;
10. Erlich C. J. Human Resource Management: A Changing Seript
for Changing World // Human Resource Management, 2007,
Vol. 36, N1;
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gamomcemloba ùniversali~
Tbilisi, 0179, i. WavWavaZis gamz. 19, : 22 36 09, 8(99) 17 22 30
E-mail: [email protected]
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saerTaSoriso biznesi

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