28

Tavi I biznesis arsi da mniSvneloba

biznesi gamogonilia imisaTvis, rom gaizardos bednieri adamianebis ricxvi da ara milionobiT dolarebis raodenoba. b. Carlzi adamianebs Soris pirvelebma simdidres an yvelaze Wkvianebma an yvelaze moxerxebulebma miaRwies. qonebis uTanabroba mxolod niWisa da vaJkacobis uTanabrobis Sedegia. l. vovenargi biznesi es aris TamaSi, udidesi TamaSi msoflioSi, - Tu iciT am TamaSis wesebi. T. j. uotsoni am TavSi Tqven gaecnobiT:

1. biznesis arss, mis koncefciebs; bizness, rogorc eko-nomikur urTierTobaTa sistemas; biznesis sistemis Camoyalibebas.

2.ekonomikuri sistemis bunebas, wa-rmoebis faqtorebs, ekonomikuri sistemis tipebs. biznesze moqmed ekonomikur Zalebs, sami tipis konkurenciul strate-gias.

3. moTxovnisa da mowodebis rols biznesis ganviTarebisaTvis. wre-brunvas. saxemwifos rols biznesis ganviTarebaSi. sazogadoebaSi moqmed ekonomikur Zalebs.

I. 1. biznesis koncefciebi kacobriobis mTeli istoria dakavSirebulia biznesTan. adamianis nebismieri saxeobis saqmianoba, dawyebuli plazmuri reaqciis kvlevidan, damTavrebuli renesansis epoqis ferweruli tiloebiT, dakavSirebulia biznesTan. imisaTvis, rom avxsnaT es bolomde Seucnobeli socialur-ekonomikuri movlena, aucilebelia, mivmarToT biznesis sxvadasxva Teoriul gagebasa Tu cnebas. pirobiTad isini SesaZlebelia gaerTiandes koncefciaTa sam ZiriTad jgufSi. esenia: pozitiuri, kritikuli da pragmatuli. (ix.: nax. #1). sanam ganvixilavdeT am koncefciebs, aucilebelia avRniSnoT, rom lingvisturi TvalsazrisiT, `biznesi~ warmodgeba inglisuri sityva Business-isagan da yvelaze zogadi formiT niSnavs im nebismieri saxeobis samewarmeo saqmianobas, romelic iZleva mogebas.1

biznesis koncefciebi

pozitiuri

pragmatuli

kritikuli

naxati #1 biznesis ZiriTadi koncefciebi. biznesis pozitiuri koncefciis arsi mdgomareobs imaSi, rom biznesi esmiT, rogorc saqonlisa da momsaxurebis warmoebis mizniT adamianebis sazogadoebrivi saqmianoba, romelic xorcieldeba sazogadoebis wevrebis moTxovnilebaTa dakmayofilebisaTvis. aseTi midgoma simptomaturia Tanamedrove civilizebuli qveynebisaTvis. ase magaliTad, cnobil saxelmZRvaneloSi _ `biznesis koncefcia~, romlis avtorebi arian: texasisa da ilinoisis universitetebis profesorebis. rozerblati, r. boningtoni, b.nidlsoni, biznesi ganmartebulia Semdegi saxiT: `biznesi es aris saqmis warmoebis sistema. biznesi es aris im produqciis Seqmnis procesi, romelic aucilebelia adamianebisaTvis. biznesi aris Cveni socialur-ekonomikuri sistemis centraluri magistrali. biznesi aris sistema, romelic Seqmnes adamianebma TavianTi moTxovnilebebis dakmayofilebis mizniT~.[89,gv.32] es ganmarteba mravalmxriv asaxavs im Sinaarsobriv datvirTvas, romlis matarebelia cneba `biznesi~. pozitiuri koncefcia axdens biznesis dadebiTi aspeqtebis absolutizacias, cnobili ekonomistebi n. keldori, a. klouni (didi britaneTi), g. miurdali (Svecia), j. gelbreiti, m. rederi (aSS) da sxvebi, TavianT SromebSi asabuTeben, rom kapitalizmma Tavisi Canasaxovani, `veluri~ bunebidan transformaciis Sedegad SeiZina Tavisi ZiriTadi - `sayovelTao keTildReobis~ matareblis 29

funqcia. `yvelasaTvis keTildReoba~ miiRweva sazogadoebrivi sikeTeebis ganawilebisa da gadanawilebis gziT: socialuri dazRvevis, sagadasaxado, Sromis kanonmdeblobis srulyofis, dasaqmebis, agreTve sazogadoebrivi institutebis pozitiuri cvlilebebis Sedegad. kritikuli koncefciis Sesabamisad, biznesi aris adamianebis saqmianobis is sfero, romlis saboloo mizans Seadgens mogebisa da sxva Semosavlebis miReba. mogebis miReba daSvebulia yvela gziTa da meTodiT. amiT is xdeba sazogadoebrivi konfliqtebis, kriminogenuli procesebis gaRvivebis, sazogadeobrivi eqspluataciis wyaro. es koncefcia dominirebda im qveynebSi, romlebic am tipis sazogadoebriv urTierTobebze agebdnen ekonomikuri sistemis komunisturi ideologiiT marTvis filosofias. kritikulma koncefciam dReisaTvis yvela Tavisi resursi amowura, is SeiZleba CaiTvalos dromoWmulad, magram aqvs istoriuli movlenebis adekvaturi asaxvis funqcia. kritikuli koncefcia safuZvlad daedo kapitalistur sazogadoebaSi arsebuli winaaRmdegobebis marqsistul Teorias. pragmatuli koncefcia bizness ganixilavs sazogadoebrivi progresis konteqstSi, rogorc movlenas, romelic aucilebelia rogorc biznesmenebisaTvis, romlebic gamomdinareoben sakuTari interesebidan, aseve sazogadoebisaTvis, romelic biznesis safuZvelze akmayofilebs saqonelsa da momsaxurebaze Tavis moTxovnilebebs. es Teoria biznesis sferoSi warmoSobil winaaRmdegobebs ganixilavs, rogorc sazogadoebis ekonomikuri progresis, ekonomikuri ganviTarebis wyaros. am koncefciis ZiriTadi postulatebi SeiZleba Camoyalibdes Semdegi saxiT: - biznesi aris adamianis cxovrebis aucilebeli da gardauvali komponenti; - winaaRmdegobani, romlebic warmoiqmneba biznesis sferoSi aris ekonomikuri ganviTarebis wyaro; - biznesi es aris istoriulad mudmivi movlena. pragmatuli, wina koncefciebisagan gansxvavebiT ar axdens biznesis idealizebas. is warmoaCens mis pragmatul sazogadoebrivad sasargeblo mxareebs, ganmartavs biznesis progresul xasiaTs, ganixilavs mas istoriullogikur movlenaTa WrilSi. I. 2. biznesi, rogorc ekonomikur urTierTobaTa sistema `biznesi~ da `ekonomika~ urTierTdakavSirebuli cnebebia. ekonomikuri subieqtebi amavdroulad gvevlineba, rogorc saqmiani urTierTobebis subieqtebic. amasTan, `biznessa~ da `ekonomikas~ Soris aris safuZvliani gansxvaveba. `ekonomika~ ufro farTo cnebaa, vidre `biznesi~, romelic moicavs mikro, makro, mezo da megaekonomikur doneebs, moTxovna-miwodebis mikroekonomikur, erToblivi moTxovnisa da erToblivi miwodebis makroekonomikur koncefciebs. `biznesi~ aris mewarmeobriv urTierTobaTa ufro konkretuli maxasiaTebeli, romelic viTardeba gansazRvrul subieqtebs Soris, individualuri da jgufuri konkurenciis safuZvelze. `ekonomikisaTvis~ umniSvnelovanesia SejibrianobaSi Semavali subieqtebis xasiaTi, is afiqsirebs Tavis yuradRebas sakuTriv am urTierTobaTa formebze! `biznesisaTvis~ am sistemaSi mniSvnelovania am urTierTobaTa Sevseba konkretuli brZolis meTodebiT. `ekonomika~ izRudeba konkurenciis aucileblobis aRiarebiT, `biznesisaTvis~ mniSvnelovania is, Tu raoden agresiuli, neitraluri an pasiuria es konkurenciuli brZola. `ekonomika~ mxolod 30

afiqsirebs samarTlebrivi normebis arsebobas, `biznesisaTvis~ isini warmoadgenen moqmedebis ZiriTad faqtors. bizness gaaCnia misi strategia da taqtika. biznesis strategia mdgomareobs mogebis maqsimizaciaSi, misi eTikuri da samarTlebrivi normebis dacvis gziT. am strategiis yvela konkretuli kontragentis mimarT, taqtikuri mizani aris konkretul droSi, konkretuli urTierTobis formiT realizacia. bizness misi mravalsaxeobis miuxedavad, gaaCnia is saerTo niSnebi, romlebic mJRavndeba saqmian urTierTobebSi. es niSnebia:

interesTa dacvis aucilebloba; ekonomikis subieqtebs Soris saqmianobis sferoebis dacva; monawileTa mier TavianTi interesebis Sesabamisi qmedeba; monawileTa iniciativiani xasiaTi; monawileTa mier personaluri riskis gaTaviseba; garigebaTa albaTuri da realuri Sedegebis Sefasebis unari; saqmiani urTierTobebis damyarebis SesaZlebloba; maqsimaluri mogebis miRebis mizniT, molaparakebaTa momgebiani
warmeobis unari; unari;

saqmianobis saqmiani

prioritetebis da saqmiani urTierTobebis logikis dadgenis

urTierTobis monawileTa interesebis realizaciis SesaZlebloba sxva monawileTa interesebisagan damoukideblad. biznesi aris adamianebs Soris urTierTobani maTi erToblivi saqmianobis procesSi, romlis drosac masSi monawile yvela subieqti cdilobs, miiRos sakuTari mogeba. es urTierTobani winaaRmdegobrivi xasiaTisaa, xolo subieqtebis miznebi erTob gansxvavebulia. maTi dabalanseba xdeba garigebis procesSi. urTierTmomgebiani garigebebi, saqmiani urTierTobebis gawonasworebuli, idealuri mdgomareobaa. biznesis subieqtebi imyofebian mudmivi riskis pirobebSi, maT ara aqvT garigebebis pozitiuri Sedegebis garantia. saqmiani urTierTobebis monawileTa efeqtianoba damokidebulia maT unarze _ argumentirebulad, dasabuTebulad daicvan TavianTi poziciebi. aq mniSvnelovania saqmianobis prioritetebis swori SerCeva, maTi saqmiani urTierTobebis logikisadmi daqvemdebareba. biznesSi yvelaze mniSvnelovan komponents Seadgens misi subieqtebi. iuridiuli TvalsazrisiT, biznesis subieqtSi igulismeba misi uflebebis da movaleobebis matarebeli. amitomac aris, rom Tanamedrove sabazro ekonomikaSi biznesis subieqtebs Seadgenen:

mewarmeebi,

anu is pirebi, romlebic axorcieleben iniciativian, inovaciur saqmianobas, TavianTi riskiT, iuridiuli da ekonomikuri pasuxismgeblobiT; koleqtiuri momxmareblebi, momxmarebelTa kavSirebi da asociaciebi;

samewarmeo asociaciebi da mewarmeobrivi koleqtivebi; produqciis da momsaxurebis individualuri da saxelmwifos

is struqturebi, romlebic biznesis procesSi gamodian SemkveTis rolSi. aRsaniSnavia, rom terminebi _ `biznesi~ da `mewarmeoba~ Sinaarsobrivad erTmaneTTan axlos dganan. amasTan, cneba `biznesi~ gacilebiT 31

ufro farToa, vidre cneba `mewarmeoba~. cneba `biznesi~ moicavs ekonomikis yvela subieqtebs Soris urTierTobebs, ara marto mewarmeebs, aramed momxmareblebsac, daqiravebul muSakebs, saxelmwifo struqturebs. gamokvlevis TvalsazrisiT, aRniSnul kursSi sainteresoa samewarmeo biznesis Seswavla. samewarmeo biznesi aris biznesis erT-erTi da yvelaze mniSvnelovani elementi, romlis Seswavla erTob aqtiuria. garda amisa, mniSvnelovania momsaxurebis biznesis elementebis analizi. biznesis safuZveli aris warmoebis saSualebebze, moxmarebis sagnebze da momsaxurebaze kerZo sakuTreba. amdenad, biznesi moicavs, rogorc samewarmeo, aseve samomxmareblo bizness. Tu mwarmoeblisaTvis mTavari aris Semosavlis miReba (rogorc wesi fulad formaSi), momxmareblebisaTvis aseTi Semosavlis wyaro aris saqoneli (momsaxurebis formiT). axdenen ra Tavisi samomxmareblo interesebis realizebas samomxmareblo xelSekrulebebis safuZvelze, Rebuloben ra im gziT Semosavals, MEmewarmeebi amavdroulad samomxmareblo biznesis subieqtad gvevlinebian. momxmareblebis roli biznesis Tanamedrove sistemaSi aisaxeba Sesabamis TavSi _ `marketingi~ (ix. Tavi XIV). samewarmeo biznesTan SedarebiT, samomxmareblo biznesTan Sexeba aqvs yvela moqalaqes. amitomac aris, rom is asaxavs adamianebis erTobliv monawileobas saqmiani urTierTobebis sistemaSi. samomxmareblo biznesi aris gamawonasworebeli Zala da stimulatori samewarmeo biznesTan mimarTebiT, radganac is aiZulebs mewarmeebs, ara marto gauwion angariSi momxmareblebs, aramed aRiqvan isini saqmian urTierTobebSi partniorebad. samomxmareblo biznesis monawileebs warmoadgenen, rogorc fizikuri pirebi, aseve is mewarmeebi, romlebic gvevlinebian sxva firmebis produqciis momxmareblebad. ekonomikur literaturaSi [89.c.61] ganixileba agreTve saxelmwifo biznesi, rac gulisxmobs saxelmwifo da komerciul firmebs Soris urTierTobebs saxelSekrulebo sawyisebze. I. 3. biznesis sistemis Camoyalibeba biznesis, rogorc organuli sistemis Camoyalibeba, istoriul WrilSi, unda ganvixiloT radganac sabazro ekonomikis safuZvlebi warmoiSva da ganviTarda kacobriobis ganviTarebisa da Camoyalibebis sxvadasxva ekonomikur urTierTobaTa formebSi, maTi revoluciuri da evoluciuri gardaqmnis, samewarmeo bazis formirebis procesSi. biznesis Camoyalibebis procesi, mewarmis, rogorc biznesis ZiriTadi figuris formireba, dakavSirebulia kapitalis Tavdapirvel dagrovebasTan. arsebobs mecnieruli Tvalsazrisi, romlis Sesabamisad, kapitalis Tavdapirveli dagroveba moicavs feodaluri sazogadoebis daSlis Semdgom periods, magram sinamdvileSi misi niSnebi ufro adreul epoqaSic gvxvdeba. kapitalis dagroveba emyareboda pirad-sakuTrebiT urTierTobebs monaTmflobelur sazogadoebaSi. am sazogadoebaSi monaTmflobeli axdenda kapitalis dagrovebas miwebis, fulis, saqonlis, Sromis iaraRebisa da TviT monebis raodenobis zrdis safuZvelze. misi ZiriTadi wyaro aris dampyrobluri omebi. monis mdgomareoba monaTmflobelur sazogadoebaSi asaxulia didi berZeni filosofosis, aristoteles SromebSi. is wers: `mona aris garkveuli xarisxis sakuTrebis gacocxlebuli forma. mona aris gacocxlebuli iaraRi, xolo 32

gaucocxlebeli iaraRi aris mona~.[89,c.96] Zvel romSi monas uwodebdnen iaraRs, romelsac SeuZlia laparaki (Instrumentum vocale), cxovels ewodeboda _ (,,Instrumenum semivocale~), xolo usulo iaraRs _ (,,Instrumentum mutum~). feodalur sazogadoebaSi kapitalis Tavdapirveli dagrovebas gaaCnia sxva xasiaTi wina epoqisagan gansxvavebiT. glexebi am epoqaSi ar ekuTvnodnen feodalebs, magram isini mimagrebuli arian feodalis miwaze. amitom, kapitalis dagroveba aris dafuZnebuli Sromis ekonomikur iZulebaze. feodaluri sazogadoebis daSlis da sabazo ekonomikuri urTierTobebis safuZvlebis Casaxvis procesSi gaCnda kapitalis dagrovebis axali formebi. am epoqaSi SeiZleba gamovyoT kapitalis dagrovebis Semdegi formebi:

manufaqturebis

Seqmna, sadac muSa aris mimagrebuli Sromis iaraRebze (iseve, rogorc feodalur sazogadoebaSi glexi miwaze); mewarmeebisaTvis mewarmeobis sferoSi eqskluziuri uflebebis gadacema;

kapitalis dagroveba mevaxSeobis gziT; saxelmwifo moxeleebis mier calkeuli savaWro omebis warmatebuli warmoeba.

kapitalis dagroveba xdeboda agreTve aralegaluri formiTac; kanonebis darRvevis, sxvisi qonebis miTvisebisa da sxva gzebiT. aralegaluri kapitalis dagrovebas miekuTvneba:

saxelmwifo moxeleebis mier kanonis sxvadasxva samewarmeo maqinaciebis warmoeba;

korufcia, meqrTameoba, gamomZalveloba; dapyrobili xalxebis koloniuri Zarcva;

sawinaaRmdegod

saxelmwifo moixeleebis aqcionerebis formiT axali kompaniebis SeqmnaSi monawileoba;

dampyrobluri omebis warmoeba axali miwebis, samewarmeo potencialis, samuSao Zalis zrdis mizniT. kapitalis Tavdapirveli dagroveba xdeboda arakanonieri gziT da amis aRniSvna mniSvnelovania imisaTvis, rom is SevadaroT biznesis Tanamedrove civilizebul sistemas. aucilebelia imis xazgasma, rom Tanamedrove biznesi Camoyalibda kapitalis Tavdapirveli dagrovebis xarjze. amdenad, kapitalis Tavdapirvel dagrovebis es mavne Tvisebebi Semdgom Tavs iCens kapitalis Tavdapirvel dagrovebaSi, im qveynebSi, romlebic postkomunistur epoqaSi daadgnen kapitalizmis gzas. amitomac aris, rom am qveynebisaTvis simptomaturi gaxda: saxelmwifo Cinovnikebis korufcia, Crdilovani ekonomikis maRali xvedriTi wili, miwerebi da sxva. aRsaniSnavia, rom yvela es movlena atarebs sistemur xasiaTs. kapitalis Tavdapirveli dagrovebis gadmonaSTebi aisaxeba Tanamedrove mewarmeebis fsiqikaSic, rodesac isini arRveven biznesis warmoebis eTikur, iuridiul da moralur normebs. amasTan erTad, kapitalis Tavdapirveli dagrovebis gareSe SeuZlebeli gaxdeboda ekonomikisa da sazogadoebis ganviTareba, maTi civilur, sabazro sawyisebze gadayvana. kapitalis Tavdapirveli dagroveba saqarTveloSi eqvemdebareba kapitalis dagrovebis sakacobrio istoriis logikas. zogadad, am procesis da biznesis ganviTarebis etapizacia feodalizmis daSlis da sabazro urTierTobaTa formirebis epoqidan dawyebuli SeiZleba Semdegi saxiT warmovidginoT: 33

etapi iwyeba XVIII saukunis 60-iani wlebidan da grZeldeba 1917 wlamde. II. etapi moicavs 1917-1921 wlebs. III. etapi iwyeba XX saukunis 20-iani wlebidan da Tavdeba 80-ian wlebSi. IV. etapi iwyeba XX saukunis 80-iani wlebidan dRemde. XIX saukunis dasawyisisaTvis saqarTveloSi kvlavindeburad dominirebda patriarqaluri, saojaxo mrewveloba da soflis meurneoba. 30-iani wlebidan intensiurad viTardeboda xelosnoba, mevenaxeoba, vaWroba, gaCnda pirveli manufaqturebi, pirveli saaqcio sazogadoebebi. cnobilma mkvlevarma f. gogiCaiSvilma Tavis SromaSi `xelosnoba saqarTveloSi~ 1 safuZvlianad Seiswavla mewarmeobis warmoqmnis safuZvlebi am epoqaSi. mewarmeobisa da biznesis ganviTareba 1917-1921 wlebSi dakavSirebuli iyo im saerTo movlenebTan, romlebic istoriaSi Sevida socialisturi revoluciis saxiT. 1921 wlidan biznesi daeqvemdebara bolSevikur ideologias da radganac marqsizmi bizness adamianebis eqsploataciis wyarod miiCnevda, 1921 wlidan saqarTveloSi daiwyo misi Seferxebis (upiratesad msxvil biznesmenTa represiebis gziT), xolo Semdgom gauqmebis procesi. XX saukunis 20-iani wlebidan 80-ian wlamde saqarTveloSi mimdinare socialisturma reformebma gamoiwvia am qveynis, msoflios udidesi nawilis ganviTarebis saerTo logikidan amogdeba. saqarTvelos ekonomikuri CamorCenis mizezebi am periodSi msoflios qveynebisagan gankerZoebaSi unda veZeboT. biznesi Seuferebeli aRmoCnda komunisturi ideologiisaTvis, ris gamoc is idevneboda, xolo mewarmeebi represiebis obieqtebi gaxdnen. XX saukunis 80-ian wlebis bolos qveynis ganTavisuflebam ruseTis imperiuli diqtatisagan qarTvel xalxs damaimedebeli perspeqtiva dausaxa ekonomikuri ganviTarebis, msoflios civilizaciasTan Serwymis, ekonomikuri Tavisuflebis xarisxis amaRlebis TvalsazrisiT. daiwyo civilizebuli msoflios istoriuli ganviTarebis logikidan xelovnurad amogdebuli qveynis socialurekonomikuri ganviTarebis axali epoqa - sabazro-ekonomikur urTierTobaTa formirebis procesi. XXI saukunis dasawyisSi am procesma farTo xasiaTi SeiZina da dRes ukve Tamamad SeiZleba iTqvas, rom istoriuli logikis TvalsazrisiT, is saqarTvelosaTvis ualternativo da Seuqcevadi procesia.

I.

I. 4. ekonomikuri sistemebis buneba mewarmeobisa da biznesis ganviTarebisaTvis gadamwyveti mniSvneloba gaaCnia ekonomikur sistemas. ekonomikuri sistemis qveS igulisxmeba zogadi wesebis is erTianoba, romelsac sazogadoeba iyenebs resursebis ganawilebis procesSi, misi moTxovnilebis dakmayofilebis mizniT. yvela calke aRebul qveyanaSi gamoiyeneba individualuri, gansakuTrebuli ganawilebis wesi. amasTan, ekonomikur sistemebs gaaCniaT saerTo niSnebi da isini aisaxebian erT da imave cnebebSi. esenia: a) warmoebis faqtorebi

mewarmeobis ganviTarebis safuZvlebi saqarTveloSi ufro dawvrilebiT Seswavlilia wignSi: f. gogiCaiSvili, xelosnoba saqarTveloSi. Tsu, 1976 w.
1

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sazogadoebis resursebs ekonomistebi uwodeben warmoebis faqtorebs. warmoebis pirvel faqtors miekuTvneba bunebrivi resursebi. esenia: miwa, wylis, tyis resursebi, sasargeblo wiaRiseuli. meore aris Sroma anu adamianebi, romlebic awarmoeben saqonlsa da momsaxurebas. warmoebis mesame faqtori aris kapitali, romelic Tavis mxriv iyofa naturalur-nivTovriv da fulad kapitalad. naturalur-nivTobrivs miekuTvneba: Senobebi, nagebobebi, manqanebi da sxva, fulad kapitals miekuTvneba yvela saxeobis fuladi resursebi. warmoebis meoTxe faqtors miekuTvneba mewarmeobis unari. mewarmeebi arian is adamianebi, romelTac SeswevT unari, ufro racionalurad gamoiyenon zemoT CamoTvlili resursebi. yvela saxeobis mewarmeoba dakavSirebulia riskTan. mewarmeebi warumateblobis SemTxvevaSi imyofebian safrTxis winaSe, rom dakargon, rogorc sakuTari qoneba, aseve sazogadoebrivi mdgomareoba. xolo warmatebuli mewarmeebi imkvidreben TavianT Rirseul adgils sazogadoebasa da biznesSi. es SesaZlebloba aiZulebs maT saqmis wamowyebis, an misi msvlelobis procesSi gaswion riski. miuxedavad imisa, rom yvela qveynis ekonomika eyrdnoba erTi da igive warmeobis faqtorebs, am resursebis raodenoba da xarisxi sxvadasxva qveyanebSi erTi da igive ar aris. CrdiloeT amerikaSi aris didi raodenobiT nayofieri miwa, kvalificirebuli muSaxeli, ganviTarebuli sawarmoo infrastruqtura, progresuli teqnologiebi da tradiciulad Camoyalibebuli mewarmeoba. amitomac aris aSS erT-erTi lideri msoflios ekonomikur sistemaSi. saqarTvelo am TvalsazrisiT sastarto poziciebze imyofeba, rac ganapiroba am qveynis istoriuli ganviTarebis Tviseburebebma. Tanamedrove mewarmeobis ganviTarebis istoria saqarTveloSi saistorio wyaroebis mixedviT iwyeba 1864 wlidan. 1917 wlidan 20-iani wlebis dasawyisamde samewarmeo bazari saqarTveloSi daeTmo wvril mewarmeobas anu wvril bizness. 1921 wlidan e.w. axali ekonomikuri politika gaxda sofelsa da qalaqs Soris saqonelgacvlis gaaqtiurebis safuZveli. soflis meurneobaSi sasursaTo gadasaxadis politikam Seqmna safuZveli am saqonelgacvliTi operaciebisaTvis. Semdegi etapi saqarTveloSi iwyeba 20-iani wlebidan da mTavrdeba 80 wlebis Sua xanamde. Cveni qveynis istoriaSi am periodma gamoiwvia saqarTvelos amogdeba msoflios saerTo ekonomikuri ganviTarebis logikidan. msoflios qveynebis ekonomikuri ganviTarebisagan misi CamorCenilobis mizezebi am etapSi unda veZeboT, radganac mewarmeoba, rogorc komunisturi ideologiisaaTvis Seuferebeli, qveyanaSi faqtobrivad aikrZala. mxolod XX saukunis 90-iani wlebis dasawyisSi saqarTvelo misi ruseTis diqtatisagan Tavisuflebis Semdgom, aRwevs mewarmeobisa da biznesis aRorZinebas qveyanaSi. ekonomikuri sistema yvela calke aRebul qveynebSi asaxavs mis istorias, tradiciebs, miznebs, politikas. is, rac mniSvnelovania erTi kulturisaTvis SeiZleba arafers niSnavdes meoresaTvis da piriqiT. rodesac vsaubrobT ama Tu im qveynis ekonomikuri sistemis warmatebebze, yuradReba unda gavamaxviloT im kriteriumebze, romelic SemuSavebulia am qveynebis mier maTi ekonomikuri warmatebisa Tu warumateblobebis SefasebisaTvis. calkeul qveynebSi aseTi Sefasebis kriteriumebia: ekonomikuri stabiluroba, dasaqmeba, Semosavlebis Tanabarzomiereba da sxva. amasTan, qveynebis umetesobisaTvis stabiluri ganviTarebis (ekonomikuri zrdis) ZiriTad maCvenebels warmoadgens wlis ganmavlobaSi warmoebuli erToblivi erovnuli produqtis moculoba. eep es aris ama Tu im 35

qveynis mier misi warmoebis faqtorebis gamoyenebiT, erTi wlis ganmavlobaSi warmoebuli produqciis da momsaxurebis erToblioba, gamoxatuli RirebulebiT an naturalur erTeulebSi. ekonomikuri ganviTarebas ufro srulyofilad asaxavs erToblivi Sina produqtis maCvenebeli, romelic aseve aris momsaxurebisa da saqonlis erToblioba da, amasTanave, maCvenebeli aRricxavs ucxouri kompaniebis Semosavlebs mocemuli qveynis SigniT da im Semosavlebs, romlebic miiReba am qveynis sazRvargareT moqmed kompaniebSi. am maCveneblebis dinamikis dadgena ama Tu im qveyanaSi gvaZlevs SesaZleblobas, davadginoT ekonomikuri ganviTarebis tendencia. mocemuli maCveneblebi gamoiyeneba agreTve calkeuli qveynebis ekonomikuri ganviTarebis Sedarebis mizniT. sizustisaTvis agreTve gamoiyeneba iseTi maCvenebeli, rogoric aris eep da eS xvedriTi wili erT sul mosaxleze gadaangariSebiT. miuxedavad didi analitikuri funqciisa, eep srulad ver asaxavs qveynis ekonomikaSi mimdinare procesebs. es motivirebulia imiT, rom eep-Si ar aisaxeba Crdilovani ekonomikis xvedriTi wili. amasTan, ekonomikis es segmenti calkeul qveyanaSi aris mniSvnelovani. iseT ganviTarebul qveyanaSi, rogoricaa aSS Crdilovani ekonomikis xvedriTi wili Seadgens 842 miliard dolars weliwadSi, anu eep-s 15 %-s.[277,p.71]. marTalia, saqarTveloSi es maCvenebeli bolo wlebSi mniSvnelovnad Semcirda, magram is kvlavindeburad maRalia da Seadgens eep-s 8%-s.2

b) ekonomikuri sistemis tipebi yvela ekonomikuri sistemis safuZvlebSi maTi funqcionirebis TaviseburebaTa miuxedavad, erTi da imave fundamenturi Rirebulebebi devs. es Rirebulebebia: rogor gamoiyeneba SezRuduli resursebi sazogadoebis moTxovnilebaTa dakmayofilebis mizniT? ra saxeobis saqoneli da momsaxureba unda iqnes warmoebuli? vin awarmoebs maT? rogor nawildeba es saqoneli da momsaxureba sazogadoebis wevrebs Soris? am SekiTxvebze pasuxebis sxvadasxva varianti gansazRvravs ekonomikuri sistemis sam ZiriTad tips. esenia: kapitalizmi, komunizmi da socializmi. maT Soris arsebuli sxvaobis dadgenis saukeTeso xerxi aris Tavisuflebis im xarisxis gansazRvra, romelsac TavianTi sakuTari ekonomikuri interesebis dakmayofilebis da warmeobis faqtorebis mopovebis TvalsazrisiT es sistemebi uqmnian individebs. saqarTveloSi kapitalizmi Tavis Canasaxovan mdgomareobaSi imyofeba. is mis ZiriTad konturebs XX saukunis 90-iani wlebidan iZens. aSS-Si moqmedebs kapitalisturi ekonomikuri sistema, romelic gulisxmobs individualuri Tavisuflebis sakmaod maRal xairisxs. kapitalizmis filosofiuri safuZvlebi Caisaxa XVIII saukuneSi, rodesac adam smitma Camoayaliba wminda kapitalizmis ideebi. idealur kapitalistur sistemaSi yvela gadawyvetileba, warmoebis an resursebis ganlagebasTan dakavSirebiT, kerZo mesakuTreebis mier miiReba. bazari moqmedebs, rogorc TviTregulirebadi meqanizmi. `uxilavi xeli~ am meqanizmSi aregulirebs im raodenobiT saqonlis warmoeobas, romelic aucilebelia sazogadoebisaTvis

saqarTvelos ekonomikuri ganviTarebis saministros statistikis saxelmwifo departamentis monacemebi. Tb. 2007. gv. 18.
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saxelmwifos mxridan raime Carevis gareSe.3[232,p.27] amasTan, j. keinsis mixedviT saxelmwifo valdebulia, aucileblobis SemTxvevaSi garkveuli doziT CaerTos regulirebis procesSi.4 resursebis ganawilebis ekonomikuri sistema mTeli rig qveynebSi warmodgenilia Sereuli kapitalizmis saxiT. aseTia, magaliTad, aSS-s kapitalizmi. Sereuli kapitalizmis SemTxvevaSi, kerZo pirebs gaaCniaT SesaZlebloba damoukideblad gansazRvron Tu vin, ra raodenobiT da visTvis awarmoos saqoneli da momsaxureba. Tavisufali mewarmeoba asaxvas hpovebs Tavisufali, SeuzRudavi bazris principebSi. amitomac aris, rom aseT ekonomikas Tavisufal sabazro ekonomikas uwodeben. praqtikulad, es niSnavs, rom Tu Tqven xarT mwarmoebeli, maSin gaqvT SesaZlebloba, daawesoT Tqvens saqonelze nebismieri fasi, romelic ar aRemateba am saqonelze sabazro fass da piriqiT, Tu Tqven xarT momxmarebeli SegiZliaT, SeiZinoT nebismieri saqoneli TqvenTvis misaReb fasSi. Tavisufali mewarmeobis sistemaSi mniSvnelovan rols TamaSoben damoukidebeli mewarmeebi. isini swavloben mosaxleobis moTxovnebs, axdenen im resursebis mobilizebas, romlebic aucilebelia maTi ekonomikuri damoukideblobisaTvis. amdenad, mewarmeoba da biznesi aris kapitalisturi sazogadoebis ZiriTadi atributebia. sistemas, romelic yvelaze naklebad warmoadgens individumis ekonomikur Taviuflebas ewodeba komunizmi. am sistemis amosavali aris warmoebis saSualebebze sazogadoebrivi sakuTreba da resursebis gegmiuri ganawileba.5 ukanaskneli am sistemisaTvis imdenad mniSvnelovania, rom mas xSirad uwodeben gegmiur ekonomikas. am sistemis prioriteti aris socialuri Tanasworobis principi. am sistemaSi mewarmeoba interpretirebulia, rogorc eqspluatacia. gegmiuri ekonomika damaxasiaTebelia iseTi qveynebisaTvis, rogoric aris CrdiloeT korea da kuba. komunizmis principebi calkeul qveynebSi gansxvavebulad moqmedebs, magram maTTvis saerToa is, rom warmoebis saSualebebi saxelmwifos kontrolis qveS imyofeba. kerZo sakuTreba vrceldeba mosaxleobis pirad nivTebze da maTi Sidameurneobis calkeul sagnebze. resursebis ganawileba xorcieldeba mkacri centralizebuli dagegmvis gziT. gegmiur ekonomikas gaaCnia, rogorc Rirsebani, aseve naklovanebani. misi Rirebuleba aris is, rom aseTi ekonomikisaTvis damaxasiaTebelia mosaxleobis SezRuduli socialuri diferenciacia. umuSevroba da inflacia saxelmwifos mxridan kontrols eqvemdebareba. amasTan, aseT qveynebSi ar arseboben samewarmeo saqmianobis stimulebi. maTTvis damaxasiaTebelia saqonlisa da momsaxurebis ganviTarebis dabali tempebi, rac, Tavis mxriv, gansazRvravs sazogadoebrivi progresis, ganviTarebis motivaciis dabal dones. miuxedavad amisa, rom msoflioSi wminda komunizmis momxreTa raodenoba dRiTidRe mcirdeba, rCebian komunisturi ideologiis orTodoqsi mimdevrebic. gansakuTrebuli intensivobiT ekonomikis restruqturizacia mimdinareobs aRmosavleT evropaSi: erTiani germania, poloneTi, ungreTi, rumineTi, CexeTi
3

Robert Meilbroner and Lester C. Thurow. Economics Explaned, uptadet ed. New York: Simon L. Schuster, 1987, 27. 4 am problemebis irgvliv ufro dawvrilebiT ix.: T. Sengelia, makroekonomikuri analizis ontologia: keinsianelebidan klasikosebisaken. Tsu, 2001. 5 T. Sengelia. ekonomikuri daregulirebisa da regulirebis sinTezi gardamavali ekonomikis pirobebSi. J. ekonomika, #10-11, 2002.

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da slovakeTi daadgnen sabazro ekonomikis gzas.6 1991 wlis dekemberSi Tavisi arseboba Sewyvita sabWoTa kavSirma, romelmac 74 wlis ganmavlobaSi iarseba, rogorc unitarulma, imperialisturma saxelmwifom, romelsac saTaveSi edga komunisturi partiis nomenklaturuli diqtatura. yofili kavSiris respublikelebi aqtiurad Seudgnen sakuTrebis restruqturizaciis, saxelmwifo qonebis gansaxelmwifoebriobis, privatizaciis gzas. amasTan, sabazro reformebi am qveynebSi xasiaTdeba politikuri arastabilurobiT, umuSevrobisa da inflaciis maCveneblebis zrdiT. droebiT daeca xalxis cxovrebis donec.7 CineTSi miuxedavad imisa, rom SenarCunebulia komunisturi marTvis reJimi aqtiurad tardeba sabazro ekonomikuri reformebi, Camoyalibda saSualo da wvril mewarmeTa fena. CineTis xelmZRvaneloba xels uwyobs dasavleTis menejmentis aTvisebasa da sabazro reformebis daCqarebas. 1997 wlidan hongkongma Sewyvita Tavisi arseboba, rogorc britanulma koloniam da aRmoCnda CineTis mmarTvelobis qveS. amis gamo bevrma mewarmem datova hongkongi da gadavida sacxovreblad kanadaSi. daaxloebiT 29 aTsma adamianma gadainacvla hongkongidan kanadaSi da maTi ricxvi winaswari prognozebiT 200 aTasamde gaizrdeba. [249, p 5] ekonomikuri sistemebis mesame tipi aris socializmi, romelic ekonomikuri Tavisuflebis xarisxiT imyofeba Sualedur mdgomareobaSi komunizmsa da kapitalizms Soris. komunizmis msgavsad, socializmSi sakmaod masStaburad aris warmodgenili saxelmwifo dagegmva, saxelmwifo gvevlineba miwisa da kapitaluri resursebis mflobelad. amasTan, saxelmwifo ereva im dargebis saqmianobaSi, romlebsac gaaCniaT strategiuli mniSvneloba. transportSi, medicinaSi, kavSirgambulobaSi da sxva dargebSi saxelmwifo gvevlineba, rogorc warmoebis saSualebebze saxelmwifo sakuTrebis mflobeli da adgens saboloo produqtis ganawilebis meqanizms. kerZo sakuTreba daiSveba mxolod im dargebSi, romelTac ar gaaCniaT strategiuli mniSvneloba. firmebi da individumebi iTviseben TavianTi Semosavlebis mxolod nawils, gadasaxadebi aseT saxelmwifoebSi maRalia, radganac saxelmwifos uwevs jandacvis, samedicino momsaxurebis, mSeneblobis da sxva danaxarjebis sruli anazRaureba. ukanasknel wlebSi socializmi kerZo sakuTrebas uSvebs ekonomikis sabaziso dargebSi. ase magaliTad, laTinur amerikaSi, meqsika da Cile yidis saxelmwifo satelefono kompaniebs da aviaxazebs. boliviam, kolumbiam da kostarikam 80-iani wlebis Sua periodSi daiwyes Tavisufali bazris ekonomikuri sistemis Seqmna da dRes maTi warmoeba da eqsporti sagrZnoblad amaRlda. argentina da brazilia gadavida Tavisufali vaWrobis gzaze da sxva.8 I. 5. biznesze moqmedi ekonomikuri motivatorebi amdenad msoflios qveynebi prioritets aniWeben kapitalizms. es motivirebulia am sistemis ekonomikuri ganviTarebisa da Tavisuflebis ufro maRali doniT vidre komunizmSi an socializmSia. amasTan, kapitalizmSi did rols TamaSobs biznesze moqmedi ekonomikuri motivatorebic. maT Soris
T. Sengelia. privatizaciisa da restruqturizaciis socialur-ekonomikuri Sedegebi. J. socialuri ekonomika #3. 1999. 7 Erancis X.Clines. 11 Soviot states Form Commonwealth without clearly Defiming Its Powers// New York Times. National Edition. 1991. 22 December 1. 2. S. Sahemann. Rewolution Dies of Age at 74//Su Diego Union. 1991 3. William C Symonds and Its Hong Kong Hustle Fs Heating up Canade//Business Week 1991. 23 September 50-51 8 Miriam Bensman. Latin Americas Year of the Deal//Institutional Investor. 1992. March 67-76
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ganviTarebis mTavar motivatorad gvevlineba mogeba. yvelze zogadi formiT mogeba es aris sxvaoba produqciis da momsaxurebis warmoebis da gasaRebis danaxarjebsa da im amonagebs Soris, romelic miiReba produqciisa da momsaxurebis realizaciis Sedegad. firmis mflobels aqvs ufleba, daitovos mogeba (gadasaxadebis gamo ricxviT) Tavis kerZo mflobelobaSi an misi nawili gamoiyenos gafarToebuli kvlavwarmoebisaTvis. biznesis mizans Seadgens iseTi mogebis miReba, romelic gansazRvrulia samewarmeo sferoSi inovaciebiT. amdenad, mewarmis saqmianobis ZiriTad motivs Seadgens resursebis mudmivi dabandeba, mogebis zrdis mizniT warmoebis ganaxleba, rasac avstriuli skolis mamamTavari i. Sumpeteri `aRmSeneblobis ngrevas~9 uwodebs. biznesis warmarTvisaTvis didi mniSvneloba gaaCnia resursebis SezRudulobas. cnobilia, rom kacobriobis xelSi imyofeba miwis, kapitalis, fuladi da adamianuri resursebis, raRac garkveuli, zRvruli raodenoba. resursebis SezRudulobiT gamoirCevian momxmareblebic da mwarmoeblebic. amitomac aris, rom maT winaSe yovelTvis dgeba ekonomikuri arCevanis problema. am koncefciis arsi daiyvaneba imaze, rom adamianebs TavianTi fuladi resursebis xarjvis alternativa gaaCniaT, anu maT es resursebi SeiZleba warmarTon erTi gadawyvetilebisaTvis meores sazaralod. vTqvaT, Tqven gagaCniaT 10 lari. am TanxiT SegiZliaT waxvideT kinoSi, SeiZinoT nivTi, an gadadoT is momavalisaTvis, anu Tqvens winaSe warmoiqmneba alternatiuli arCevanis SesaZlebloba. Tu moixmarT am fuls nivTis SesaZenad, bunebrivia, sxva SesaZleblobani Tqvens winaSe moispoba, rac imas niSnavs, rom sxva alternativa avtomaturad uqmdeba. amdenad, momavali biznesis warmatebuloba damokidebulia SezRuduli resursebis pirobebSi swori arCevanis gakeTebaze. SezRudul resursebTan erTad, ekonomikuri cxovrebis erT-erTi safuZveli aris Ukonkurencia. Tu gsurT gayidoT momsaxureba an saqoneli, gasaTvaliswinebelia isic, rom aseTi survili SeiZleba gaaCndes sxva mewarmeebsac, xolo momxmarebeli Tavis arCevanSi aris Tavisufali. amdenad, konkurenciuli garemo xdeba motivatori momxmareblis mier gadawyvetilebis miRebis TvalsazrisiT. aq aucilebeli xdeba konkurenciis sami SesaZlebeli variantidan erT-erTze koncentrireba. es variantebia: I konkurencia da fasebi. II konkurencia, xarisxi da servisi; III konkurencia da inovaciebi. konkurenciisaTvis erT-erTi gadamWreli mniSvneloba gaaCnia fasebis zomier politikas, fasebze swor, gaazrebul da racionalur dakvirvebas. magaliTad, amerikuli kompania `tiko belis~ konkurenti gaxlavT msoflio bazarze damkvidrebuli da CvenSi kargad cnobili kompania `makdonaldsi~. es kompaniebi awarmoeben gamburgerebs da swrafi kvebis produqtebs. `tiko belma~ daiwyo fasebis Semcireba 89 centidan 59 centamde, ramac gamoiwvia realizaciis donis amaRleba 27%mde, kompania `tiko~ amiT ar dakmayofilda da Seamcira fasebi 23 dan 16 saxeobis nawarmze, riTac gayidvebis moculoba gaizarda 19%-iT, maSin, rodesac mTlianad gayidvebi swrafi kvebis obieqtiebSi saanalizo periodSi gaizarda mxolod 3%-iT. ra mizani aqvs aseT intensiur fasdaklebas? miuxedavad imisa, rom gasaRebis moculoba izrdeba, kompaniis mogeba stabiluria, rac gamowveulia imiT, rom kompania TandaTanobiT aCvevs mis momxmarebels Tavis sakuTar produqcias. amdenad, am kompaniisaTvis fasebis Semcirebas azri aqvs
ufro dawvrilebiT am problemebis irgvliv ixileT: T. Sengelia, inovaciebi da dinamikuri sabazro procesebis modelebi. makro-mikroekonomika #3, 2000 w. gv. 18-20
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mxolod im SemTxvevaSi, Tu izrdeba gasaRebis moculoba, anu farTovdeba misi momxmareblis raodenoba konkurentebis xarjze. da marTlac, `tiko belis~ mogeba 1990 wels 37%-iT gaizarda, ramac 150 mln. dolari Seadgina, gasaRebis 19%-iT zrdis xarjze. [184, p. 4]. `makdonaldsi~ iZulebuli gaxda Seemcirebina fasebi mis ZiriTad nawarmze. radganac `makdonalds~ seriozuli konkurentebi saqarTveloSi ar gaaCnia, is Tavis nawarmze kvlavindeburad inarCunebs maRal fasebs, Tumca mdgomareoba qarTul bazarze icvleba swrafi kvebis sxva firmebis intensiuri Semosavlis gziT. amdenad, zemoT moyvanili magaliTi gviCvenebs, rom es firmebi cdiloben, gazardon mogeba danaxarjebis mkacri kontrolisa da saqonelbrunvis zrdis gziT. aseTi konkurenciuli strategia orientirebulia saqonlis realizaciis zrdaze. amasTan, saqonlis realizaciis zrda aris mibmuli im xarisxTan da servisTan, romelsac firmebi sTavazoben momxmarebels. meore konkurenciuli strategia gulisxmobs ara fasebis `dagdebas~, aramed momxmareblisadmi axali servisisa da produqciis SesTavazebas. ase magaliTad, amerikuli kompania `el torito~ imave momxmareblebzea orientirebuli, romelzec `tiko belia~, magram es kompania mis kvebis produqts `buritos~ yidis ufro Zvirad, vidre ukanaskneli. es ganpirobebulia imiT, rom is sTavazobs momxmarebels did porciebs, myudro atmosferos, ufaso delikatess. `el torito~ emsaxureba nakleb klientebs, vidre `tiko beli~, misi mogeba stabilurad izrdeba xarisxis zrdis da momsaxurebis gaumjobesebis xarjze. [233, p.3] Tavisufali bazari es ara marto fasebisa da momsaxurebis gaumjobesebaa, konkurenciuli motivi mewarmeebs aiZulebs eZebon axali, inovaciuri midgomebi produqciisa da momsaxurebis realizaciis mizniT, rac mogebis zrdis TvalsazrisiT qmnis damatebiT SesaZleblobas. amdenad, inovaciebi mogebis zrdis damatebiT faqtorad gvevlineba. I. 6. moTxovnisa da miwodebis roli biznesis ganviTarebaSi rogorc davinaxeT, konkurentul garemoSi fasebi ganisazRvreba firmebis konkurenciuli garemos zegavleniT. amasTan, fasebis doneze zegavlenas axdens ara mxolod kompaniebis menejerTa gadawyvetilebebiT, aramed mTavari aq aris moTxovna - miwodebis nafardoba10 ekonomikuri TvalsazrisiT, miwodebis qveS igulisxmeba saqonlisa da momsaxurebis garkveuli odenoba, romelic SesaZlebelia mwarmoeblebma moawodon momxmareblebs drois garkveul droSi gansxvavebuli fasebSi. moTxovna es aris saqonlisa da momsaxurebis is odenoba, romelic SesaZlebelia, momxmarebelma Seisyidos mocemul fasad mocemul dros. moTxovna-miwodebis Teoriis safuZvelSi devs martivi logika: momxmareblebi yiduloben met saqonels dabal fasebSi da naklebs maRalSi. mwarmoeblebi sTavazoben met saqonels maRal fasebSi da naklebs dabal fasebSi. sxva sityvebiT rom vTqvaT, miwodebisa da moTxovnis moculoba aris urTierTdakavSirebuli da wonasworoba maT Soris aisaxeba mocemuli momentis sabazro fasSi. sabazro ekonomikaSi moTxovna-miwodebis ZiriTadi regulatori aris mogeba. ase magaliTad, TeatrSi ufro meti komediuri Janris speqtakli
ufro dawvrilebiT am problemas SesaZlebelia gavecnoT wignSi: T. Sengelia. makroekonomikuri analizis ontologia. klasikosebidan keinsianelebisaken. Tsu, 2001.
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idgmeba maSin, rodesac maTze bileTebi iyideba kargad, magram Teatrs SeuZlia dadgas meti raodenobiT tragediebi an dramebi Tu bileTebi iyideba ukeTesad. Teoriuli Tvalsazrisi, am gadawyvetilebaTa motivatori aris iseTi mdgomareoba, romlis drosac momxmareblebi Rebuloben imas, rac undaT, xolo mewarmeebi mogebis amaRlebis mizniT, cdiloben, gaiTvaliswinon sazogadoebis moTxovnileba. amdenad, momsaxurebasa da saqonelze sabazro fasebi ganisazRvreba moTxovna-miwodebis kanonis Sesabamisad. warmovidginoT, rom vyidiT Tanamedrove saTvaleebs 35 dolarad da gagvaCnia 650 saTvale, imis gamo, rom am fasad saTvaleebi iyideba cudad, iZulebuli gaxdiT dagewiaT fasi 20 dolaramde, ris gamoc vaWroba gaaqtiurda da brunvis zrdam gamoiwvia mogebis gadideba. amasTan, garkveuli drois Semdeg momwodebelma aswia fasi am produqciaze, ris gamoc misgan ver SeisyidiT saTvaleebs anu bazarze arsebobs moTxovna iaf saTvaleebze, magram ar aris miwodeba. logikurad wamoiWreba sakiTxi, arsebobs Tu ara bazarze fasi, romelic misaRebia, rogorc momxmareblisaTvis, aseve momwodeblebisaTvis? - aseTi fasi arsebobs es is fasi, romlis drosac moTxovnis moculoba bazarze utoldeba miwodebis moculobas. es urTierTdamokidebuleba grafikulad Semdegi saxiT aisaxeba:
35 30 E 25 E 20 15 10 10 15 20 25 30 D M

naxati #2 moTxovnisa da miwodebis Tanafardoba. moTxovna - M , miwodeba S, wonasworoba E rogorc am naxatidan Cans, vertikalurad aris warmodgenili fasebis cvlileba, horizontalurad - saaTebis raodenoba. SM monakveTi aris moTxovnis mrudi. mruds ekonomikaSi SeiZleba aRiniSnavdes swori xazic. Cvens mier warmodgenili magaliTis Sesabamisad, gvaqvs survili, momxmarebels mivawodoT meti saTvale 35 dolarad da ara 20-ad, amisaTvis dagvWirdeba ufro Zvirad Rirebuli sagamofeno darbazi, reklama da sxva. anu sxva Tanabar pirobebSi miwodebis sidide izrdeba fasis zrdasTan erTad. es damokidebulebac SeiZleba aisaxos grafikulad. S-xazi gviCvenebs, rom sasurvelia gaiyidos 30 saTvale 35 dolarad, 25 saTvale 30 dolarad da a. S. survili viyidoT saqoneli izrdeba fasebis SemcirebasTan erTad. da piriqiT rac ufro metia fasi miT ufro didia miwodeba. xazi, romelic asaxavs miwodebis da 41

moTxovnis fasis sidides Soris urTierTdamokidebulebas aris miwodebis mrudi. SeuZlebelia gayidos 30 saTvale 35 dolarad, momxmarebels SeuZlia am fasSi mxolod 10 saTvale iyidos. mowodebis sidides am SemTxvevaSi Seadgens 30 saTvale. sruliad SesaZlebelia, rom am pirobebSi saqonlis nawili gayidvis gareSe darCes Tu fass ar CamovwevT. rogor SeiZleba aviciloT es garemoeba? mxolod erTi gziT, Tu SevinarCunebT im E wertils, sadac ikveTeba moTxovnisa da miwodebis mrudeebi. am wertilze Cans, rom 25 dolarad momxmareblebi mzad arian SeiZinon 20 saaTi. amdenad, 25 dolari is fasia, sadac moTxovna da mowodeba gawonasworebul mdgomareobaSi imyofeba, amitomac aris, rom am fass wonasworobis fass vuwodebT. wonasworobis fasi 20 saTvale 25 dolarad ar aris panacea, gamzadebuli recepti, is icvleba sabazro faqtorebis zegavleniT. magaliTad, masze moqmedebs moda an sabazro agentebma SeiZleba es fasi momxmarebelTa gadmobirebis mizniT xelovnurad aswion an daswion. amitomac aris, rom bazarze aucilebeli xdeba sabazro faqtorebis mudmivi analizi, maTi axleburi gadafaseba. fasebi did zegavlenas axdenen calkeuli dargebis ganviTarebaze. isini ubiZgeben mewarmeebs, Cadon fuli im dargebSi, romlebic momgebiania. 80ian wlebSi aSS-s kreditis siiafem ubiZga samSeneblo firmebs, bostonidan san-tiagomde CaedoT msxvili fuli am biznesSi. ekonomikuri situaciis gauaresebam aiZula samSeneblo firmebi, daegdoT binebisa da ofisebis fasebi, ramac mniSvnelovnad azarala isini. saqarTveloSi amave mizeziT, samSeneblo bumi SeimCneva 90-iani wlebis meore naxevridan. amdenad, ekonomikis dacemis pirobebSi, fasebi samSeneblo industriis produqciaze ecema, radganac miwodeba uswrebs moTxovnas. samagierod, ekonomikuri aRmavlobis periodSi, am firmebs eZlevaT fasebis zrdis SesaZlebloba. Teoriulad moTxovna-miwodebis kanoni msoflio masStabSi ise unda moqmedebdes, rogorc nacionaluri ekonomikis CarCoebSi, magram es ase ar aris, radganac saxelmwifoebi iReben am mimarTulebiT damoukidebel zomebs (proteqcionizmi, fasebis regulireba da sxva), rac gansazRvravs TiToeuli qveynisaTvis fasebis politikis dargSi individualur midgomas. fasebi didi zegavlenas axdens Sromis bazarze. samuSaos mimcemsa da personals Soris urTierToba fasebis meqanizmis moqmedebiT ganisazRvreba. momuSaveebi yidian TavianT samuSao dros im mewarmeebze, romlebic mets ixdian. Tu Sromis bazarze didi raodenobiT gaCnda kvalificiuri samuSao Zala, maSin misi mizidva samuSaos mimcems mxolod maRali xelfasebis dawesebiT SeuZlia. xelfasebi, rogorc wesi ufro dabalia im sferoebSi, sadac aris kvalificiuri kadrebis naklebi odenoba. aRniSnulidan gamomdinare, Sromis bazarze moqmedebs moTxovna- miwodebis igive faqtorebi, rac saqonlis, momsaxurebisa da kapitalis bazarze. I. 7. sazogadoebaze moqmedi ekonomikuri Zalebi. wrebrunva amdenad, mniSvnelovania is ekonomikur Zalebi, romlebic zemoqmedeben calkeul individebze da kompaniebze, magram aris iseTi ekonomikuri Zalebic, romlebic moqmedeben mTlianad sazogadoebaze. am movlenasTan dakavSirebuli yvelaze mniSvnelovani cneba aris wrebrunva, romelic asaxavs yvela saxeobis resursis moZraobas ekonomikaSi. ise rogorc organizms kvebavs sisxlZarRvebi, romlebsac filtravs filtvebi, romlebic asufTaveben sisxls naxSirorJangisagan, aseve ekonomikur meqanizmSi 42

wriulad moZraobs saqoneli da momsaxureba, romelic icvleba fulze. (ix. naxati ) am process, romelic ciklurad meordeba wrebrunva ewodeba. wrebrunvis aqti sruldeba Semdegi saxiT: 1. saqoneli da momsaxureba moZraobs firmebidan Sinamosamsaxureebisaken. ukanaskneli aris fulis ukan firmebisaken moZraobis wyaro. saqoneli da momsaxureba aseve moZraobs erTi firmebidan meoresaken. 2. saxelmwifo uzrunvelyofs Tavisi saqonliTa da mosaxurebiT (rkinigza, gemTmSenebloba da sxva) mosaxleobas da firmebs. am ukanasknelidan saxelmwifo Rebulobs fulis `nakads~ gadasaxadebis saxiT. 3. mosaxleoba awvdis firmebs samuSao Zalas da Rebulobs fulad `nakads~ xelfasis saxiT. fuladi masis moZraoba moicavs agreTve danazogebisa da investirebis process. aSS-is mosaxleoba yovelwliurad danazogebis saxiT saSualod inaxavs misi Semosavlebis 5%-s. [234,pp.54-55]. es fuli inaxeba sabanko angariSebze, Cadebulia aqciebSi, obligaciebSi da dazogvis sxva formebSi. saqarTveloSi es sidide Seadgens 12 saSualo procents. am fulis didi nawili sabanko meqanizmis meSveobiT gadadis fasian qaRaldebSi da moeqceva firmebis gankargulebaSi, romlebic mas iyeneben warmoebis ganviTarebisaTvis. imdenad, ramdenadac biznesi gaxda transnacionaluri misi ganviTareba bevrad aris damokidebuli imaze, Tu ra mdgomareobaa sxva qveynebSi. amis gamo, fuladi nakadebi sagareo faqtorebis stabilurobaze xdeba damokidebuli. wrebrunvis sqema gviCvenebs, rom ekonomikuri sistemis yvela elementi aris urTierTdakavSirebuli. amis gamo, ekonomikuri sistemis erT sferoSi momxdari cvlilebebi iwvevs cvlilebebs sxva sferoebSi. ase magaliTad, Tu miRebulia gadawyvetileba axali universitetis mSeneblobis Sesaxeb, samSeneblo kompaniis muSebi xelfasis saxiT miiReben met fuls, Tu es muSebi SeiZenen avtomobilebs, saavtomobilo kompaniebi miiReben met Semosavals, anu aseT kavSirs, rodesac erTi ekonomikuri cvladis mateba an kleba axdens zegavlenas sxva cvlilebaze, rac saboloo jamSi aisaxeba mTlianad ekonomikuri sistemaze, ewodeba multiplikaciuri efeqti. anu fuli ar Cerdeba erT romelime bazris CarCoebSi, is mudmivad gadaedineba sxva bazrebze.
Sroma da sxva momsaxureba xelfasi da sxva Semosavlebi kerZo firmebi samomxmareblo saqoneli firmebis Semosavlebi

gadasaxa debi Sromis bazrebi

saxelmwifo SekveTebi

biznesis Semosavlebi

xelisufleba

sasaqonlo bazrebi

sazogadoebrivi saqoneli da momsaxureba

gadasaxadebi

43

fuladi Semosavlebi Sroma da sxva momsaxureba kerZo Sidameurneobebi

samomxmareblo danaxarjebi

nax. #3. wrebrunvis sqema

I. 8. saxelmwifos roli biznesis regulirebaSi sabazro sistema xasiaTdeba srulyofilebiT, amasTan, is Zalian Sors dgas ukontrolobasTan. sabazro Zalebi moiTxoven regulirebas da am funqcias saxelmwifo asrulebs. saxelmwifos sabazro regulireba SeuZlia moaxdinos Semdegi berketebiT: 1) SezRudvebisa da wesebis dadgeniT; 2) mosaxleobisadmi sazogadoebrivi sikeTeebis da satransferto gadasaxadis gansazRvriT; 3) konkurenciis gafarToebiT; 4) ekonomikuri stabilizaciis mxardaWeriT. yovelwliurad aSS federaluri saxelmwifos kongresis mier mtkicdeba 400ze meti axali kanoni Tu debuleba. saqarTvelosaTvis am mxriv rekorduli iyo 2005 weli, rodesac wlis bolos damtkicda 100 mde kanoni. garda amisa, adgilobrivi xelisufleba gamoscems damatebiT normatiul aqtebs, romlebic orientirebulia mewarmeebis samewarmeo qcevis wesebze. saxelmwifo da mewarme erTmaneTTan amyareben kavSirs maSin, rodesac oficialurad xdeba samewarmeo saqmianobis registracia. Semdgom mTeli misi saqmianobis periodSi mewarme angariSvaldebulia sagadasaxado, sabaJo, saxanZro, sanitaruli Tu sxva saxelmwifo xelmZRvanelobis organoebis winaSe im normebisa da normativebis dacvaze, romelic dawesebulia. saxelmwifos bazari ar gulisxmobs vaWrobis srul Tavisuflebas. ase magaliTad, SeuZlebelia calkeuli saxeobis wamlis yidva receptis gareSe. Tavis mxriv, kompaniebi valdebulni arian, TavianTi mogebis nawili uwiladon saxelmwifos gadasaxadebis saxiT. amdenad, myardeba ormxrivi urTierToba saxelmwifosa da bizness Soris. arsebuli sakanonmdeblo bazis farglebSi saxelmwifo iZleva Tavisufali biznesis myar garantiebs, xolo biznesi sazogadoebis winaSe angariSvaldebulia gadasaxadebis formiT. imdenad, ramdenadac konkurencia aris ekonomikurad sasargeblo movlena, saxelmwifo ver dauSvebs mis SezRudvas. bazris idealuri modelis TeoriaSi yvelaze srulyofili aris wminda konkurenciuli bazari. am Teoriis Sesabamisad nebismierma firmam ver unda miaRwios iseT masStabebs, rom moipovos dargSi monopolizebuli mdgomareoba da daarRvios Tavisufali faswarmoqmnis meqanizmi anu daawesos arakonkurenciuli monopolisturi fasebi. praqtikaze es kanonzomiereba xSirad irRveva. is damokidebulia dargis specifikasa da warmoebis masStabebze. magaliTad, Tu qimwmendis sawarmos koncentraciis masStabebi ar moiTxovs am biznesis zrdas, saavtomobilo warmoebaSi ki piriqiT, rac ufro didia ukanasknelis masStabebi, miT metia warmoebis moculoba da Sesabamisad bazris gakontrolebis SesaZleblobani. im tipis dargebs, sadac dominireben mwarmoeblebis patara jgufebi ewodeba oligopoliuri dargebi. miuxedavad imisa, rom oligopoliuri kavSiri ar ikrZaleba, saxelmwifo zRudavs am tipis firmebis gaerTianebas, 44

samomxmareblo saqoneli

radganac isini uaryofiTad moqmedeben konkurenciaze da xels uwyoben oligopoliuri fasebis dawesebas. saxelmwifo agreTve iyenebs yvela Rones, raTa ar warmoiSvas monopolisturi kavSirebi. monopolia es aris dargSi an bazris calkeul segmentSi, funqcionirebadi kompania, romelic mTlianad akontrolebs saqonlis warmoebas da fasebs. amasTan, is ar aZlevs sxva kompaniebs monopolistur bazarze Sesvlis SesaZleblobas da amiT zRudavs konkurenciuli garemos warmoqmnis pirobebs. arsebobs xelovnuri monopoliebi. magaliTad, saxelmwifos mier Seqmnili komunaluri momsaxurebis monopoliebi, sadac saxelmwifo mkacrad akontrolebs bazarze maTi qcevis normebs. XX saukunis dasawyisidan monopolisturi kompaniebis saqmianoba ikrZaleba mravali qveynis kanoniT. saxelmwifo SezRudvebis garda, arsebobs monopoliebisa da oligopoliebis saqmianobis bunebrivi SezRudvis meqanizmic. cnobilia, rom momxmarebeli bazarze yovelTvis eZebs ufro iaf saqonels, amitom mas SeuZlia, moZebnos monopolisturi fasis alternativa. garda amisa, momxmarebels aqvs SesaZlebloba isargeblos ufro iafi importirebuli saqonliTac, rac xelovnurad zRudavs oligopoliebs. zogierTi qveynebi cdiloben, erTi an ori msxvili kompania iqonion im mosazrebiT, rom man gauwios konkurencia sazRvargareTis analogiur msxvil kompaniebs. cxadia isic, rom calkeuli kompaniebis koncentracia da kooperireba amyarebs maT poziciebs msoflios bazarze. ekonomikuri sistema ar xasiaTdeba stabilurobiT. misTvis damaxasiaTebelia, rogorc aRmavloba, aseve daRmavloba da recesia, anu is periodi, rodesac mimdinareobs erovnuli Semosavlis mkveTri dacema, ecema warmoeba da dasaqmeba. 1954 wlidan aSS-s ekonomikaSi ekonomistebi iTvlian aRmavlobisa da daRmavlobis, ekonomikuri ciklis 34 SemTxvevas. saSualo aRmavlobis periodi grZeldeba 3 weli, maSin rodesac recesiis periodi 11 Tvea. [105,p.1]. saqarTveloSi ukanasknel wlebSi ekonomikuri dacemis periodi grZeldeba 1992-1996 wlebSi, 1997-1999 wlebSi ekonomikam daiwyo gamococxleba, xolo 2003 wlidan igrZnoba aRmavloba.11 miuxedavad imisa, rom ekonomikuri ciklebi.12 prognozirebadia, maT axlavT ekonomikisaTvis rogorc dadebiTi, aseve uaryofiTi movlenebi. dacemis periodSi momxmareblis mier saqonlis Sesyidva mcirdeba, amas Tan axlavs umuSevrobis zrda da kompaniebis daxurva, rac kidev ufro amcirebs moxmarebas. imisaTvis, rom es ekonomikuri problemebi daregulirdes, saxelmwifo mimarTavs kontrzomebs. manipulirebs gadasaxadiT, saprocento ganakveTiT, fuladi masis saerTo moculobiT. ekonomikur sistemaze zemoqmedebis mizniT, is iyenebs sagadasaxado (fiskalur), fulad-sakredito da monetarul politikas. sagasaxado (fiskaluri) politikis arsi mdgomareobs saxelmwifos Semosavlebisa da gasavlebis regulirebaSi, ekonomikuri zrdis, rogorc stimulirebis, aseve SeCerebis mizniT. fulad-sakredito (minetaruli) politika gamoiyeneba fuladi masis zrdis Semcirebis gziT, mTlianad ekonomikur sistemaze zemoqmedebis mizniT (ufro dawvrilebiT am sakiTxis ganvixilavT Semdeg TavebSi).

ufro dawvrilebiT ekonomikuri ciklebis problemas gaecaniT T. Sengelias naSromebSi: `ekonomikuri ciklebi da saqarTvelos realoba~ sfsfi Sromebi t. VIII, Tbilisi, 2004; 13 T. Sengelia ekonomikuri ciklebi da dinamiuri sabazro procesis modelebi J.mikromakroekonomika.
11 12

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aRmavlobis stadiaze aSS-is ekonomikas SeuZlia samuSaoTi uzrunvelyos mosaxleobis 95%, dacemis stadiaSi 1990-1991 wlebSi umuSevrobis donem miaRwia 7%-s. dacemis periodSi umuSevroba xdeba erT-erTi mTavari socialuri problema. ase iyo XX saukunis 30-ian wlebSi, didi depresiis periodSi, rodesac umuSevrobam moicva msoflioSi samuSao Zalis 25%, am periodSi ar arsebobda socialuri dacvis Tanamedrove sistema, ris gamoc umuSevarTa ojaxebi siRaribisa da SimSilobis zRvris miRma imyofebodnen. im SemTxvevaSi, Tu samewarmeo aqtivoba ecema da izrdeba umuSevroba, xelisufleba iZulebulia, aiRos saxelmwifo sesxi, rac miiRweva obligaciebis an sxva fasiani qaRaldebis gamoSvebiT, raTa am gziT amoRebuli saxsrebi biznesis mxardaWerasa da umuSevrobis Sekavebas moaxmaros. miuxedavad imisa, rom sagadasaxado politikam daamtkica Tavisi efeqtianoba, xSirad ekonomikaSi Camoyalibebuli situacia aZnelebs mis zemoqmedebas ekonomikur ciklebze. aSS dRes daaxloebiT 250-300 miliardi dolariT ufro mets xarjavs vidre Rebulobs. problema mdgomareobs imaSi, rom saxelmwifo sesxebs dRes konkurencias uwevs komerciuli da kerZo sesxebi. saqme imaSi gaxlavT, rom dRes saxelmwifo SekveTebis saxiT da firmebi `iTviseben fuls~, gascemen sesxebs erTi da imave momxmarebelze. am sakredito bazarze saxelmwifo, rasakvirvelia, myar poziciebs inarCunebs, rac Tavis mxriv aZevebs sxva mewarmeebs am sakredito bazridan. ekonomika zaraldeba kap.dabandebebis simciriT da samomxmareblo xarjebis zrdiT. es Tavis mxriv uaryofiTad moqmedebs eep-s da mSp-s moculobaze. aRniSnulidan gamomdinare, imis nacvlad, rom astimuliros ekonomikur aRmavloba, saxelmwifo xarjebis zrda iwvevs ukuefeqts. [234, pp. 52-61]. sagadasaxado politikas gaaCnia pirdapiri kavSiri meore movlenasTan, romelic moiTxovs aseve saxelmwifos mxridan regulirebas. es aris inflacia, romelic aisaxeba saqonlisa da momsaxurebis fasebis mkveTr zrdaSi. inflacia SeiZleba gamoiwvios mravalma faqtorma (magaliTad importirebul saqonelze fasebis zrdam), magram maT Soris yvelaze arsebiTia saxelmwifo sesxebi. maSin, rodesac saxelmwifo ekonomikis mxardaWeris mizniT uSvebs msxvil saxelmwifo sesxebs, brunvaSi myofi fulis saerTo masa izrdeba. Tu didi fuladi masa modis saqonlisa da momsaxurebis ucvleli raodenobaze, inflacia zrdis tendenciiT xasiaTdeba. Teoriulad saxelmwifom inflaciis tempis zrdis SemTxvevaSi unda dafaros Tavisi vali ekonomikidan zedmeti fulis masis amoRebis gziT, ris safuZvelzec, inflaciis tempebi ecema saSualo inflaciis donemde. es sistema warmatebulad muSaobda XX saukunis 50-ian 60-ian wlebSi, magram 90-ian wlebSi am RonisZiebaTa miuxedavad, inflacia msoflios mraval qveyanaSi kvlavac gamococxlda da 14%-s miaRwia. inflaciis aseTi done iwvevs sazogadoebis ekonomikuri aqtivobis Semcirebas. adamianebi maragebis Seqmnis mizniT, `inflaciuri molodinis~ reJimSi yiduloben met saqonels, isini ar eridebian kreditis aRebasac. kreditebis mopovebisaTvis konkurenciul brZolaSi izrdeba saprocento ganakveTebi, rac sariskos xdis mewarmeebis mxridan sakredito resursebis aTvisebas da amcirebs saqmian aqtivobas. firmebi da mosaxleoba, imis magivrad, rom fuli Caidos axali sawarmoebis mSeneblobaSi anu iseT sferoSi, romelic ufro mniSvnelovania ekonomikisaTvis zrdis fulis xarjvas, mimdinare saWiroebisaTvis. am fsiqologiuri Taviseburebebis gamo, Zneli xdeba inflaciis tempebis moTokva. amasTan, 80-ian wlebSi msoflioSi gaCnda rigi faqtorebisa, romlebmac xeli Seuwyo inflaciis donis Semcirebas da deflacias. es 46

faqtorebia: navTobis kartelebis Sesusteba (ukanaskneli navTobze fasebis xelovnur zrdas navTobis mopovebis SemcirebiT aRwevda); brunvaSi arsebuli fuladi masis saxelmwifo obligaciebis gamoSvebis gziT Semcireba, mrewvelobis saxelmwifo regulirebis masStabebis zrda da sxva. am RonisZiebebma SesaZlebeli gaxada, inflacia 6%-mde Semcirebuliyo. ekonomikuri stabilizaciisaTvis erT-erTi meTodi aris dolaris kursis regulireba. dolaris fasis manipulirebiT, mTavrobas SeuZlia, astimuliros an piriqiT _ Seakavos importisa da eqsportis moculoba. imdenad, ramdenadac saerTaSoriso vaWroba dRes Seadgens eep-s mniSvnelovan nawils, is arsebiT zegavlenas axdens qveynis ekonomikuri stabilurobis doneze. laris maRali kursis SemTxvevaSi, SesaZlebelia, viyidoT meti dolari, ieni, inglisuri funti _ sterlingi da sxva. es aiafebs sazRva-rgareTidan Semosatan produqcias da piriqiT _ sazRvargareT aZvirebs qarTul produqcias. sxva sityvebiT, rom vTqvaT, `Zviri~ lari astimulirebs imports da akavebs saqonlis eqsports. laris dabali kursis SemTxvevaSi, eqsportze orientirebuli kompaniebi ganicdian zarals, xolo qveyana ganicdis sasaqonlo balansis deficits. roca lari `Zviria~ SeimCneva sapirispiro situacia. erT-erTi faqtori, romelic gansazRvravs saerTaSoriso gacvlebSi laris fass, aris saxelmwifos fulad-sakredito politika. rodesac saxelmwifo amcirebs fulad masas, saprocento ganakveTebi izrdeba. xolo inflaciis tempi mcirdeba. aseTi pirobebi izidavs investorebs. saqarTveloSi fuli Semoedineba, rac zrdis laris `fass~ sxva valutasTan SedarebiT. ukanasknels SeiZleba gaaCndes ori mniSvnelovani Sedegi: jer erTi, sazRvargareTis kompaniebi ganicdian sainvesticio kapitalis deficits, radganac fuli, romelic maT gaaCniaT dabandebuli saqarTvelos ekonomikaSi; meores mxriv _ qarTveli eqsportiorebi ar awydebian siZneleebs saqonlis sazRvargareT gayidvis procesSi, ris gamoc izrdeba warmoebis moculoba da mcirdeba umuSevroba. da piriqiT, rodesac saxelmwifo zrdis dafinansebis moculobas, rogorc es iyo saqarTveloSi 2004-2006 wlebSi, saprocento ganakveTebi izrdeba. es iwvevs sazRvargareTis dabandebebis Semcirebas saqarTvelos ekonomikaSi da laris fasis Semcirebas. eqsporti mcirdeba, xolo importi izrdeba. laris fassa da sxva valutebis optimaluri Tanafardobis dadgena erTob rTulia, radganac is damokidebulia ara marto saqarTveloze, aramed sxva qveynebzec. realoba aseTia _ rogorc ar unda gvindodes idealuri finansuri klimatis Seqmna, araviTar Zalebs, maT Soris saxelmwifos, ar SeuZlia ekonomkuri ganviTarebis sruli gakontroleba. 2006 wels saqarTveloSi paralelur reJimSi mimdinareobda inflacia da erovnuli fulis (laris) xelovnuri gamyareba anu laris revalvacia. 2005-2006 wlebSi laris kursi 2,1 dan 1,72 mde Camovida, dolarizaciis koeficientma 2006 wlis seqtemberSi 90 procenti Seadgina anu fizikuri pirebis yoveli aTi danazogidan 9 iyo dolarebSi. inflaciis Sedegad, amave periodSi mniSvnelovnad gauaresda fizikuri pirebis depozitebi. amdenad, am magaliTidan Cans, rom laris kursis gamyareba unda modiodes inflanciis tempis Semcirebis paralelur reJimSi, winaaRmdeg SemTxvevaSi is mZimed daawveba depozitebs. laris gamyareba erTis mxriv SeiZleba amcirebdes inflaciur zewolas, vinaidan importi iafdeba, amavdroulad is aZvirebs saqarTvelos saeqsporto produqcias, rac amcirebs mis konkurentunarianobas. laris gamyareba unda aRiqmebodes, rogorc importisa da eqsportis miwodebisa da moTxovnis regulirebis meqanizmi. saqarTveloSi inflaciis saxeobebidan unda gamoiyos: sabiujeto politikis, igive iribi gadasaxadebiT gamowveuli inflacia; 47

fulad-sakredito politikiT gamowveuli inflacia; sainporto produqciis gaZvirebiT gamowveuli inflacia.

im SemTxvevaSi, rodesac biujetis xarjviTi nawili izrdeba, inflaciis tempi diddeba. ase magaliTad, 2004-2006 wlebSi saqarTvelos biujetis zrdas mohyva misi xarjviTi nawilis gadideba, anu droSi biujetis Semosavlebisa da gasavlebis nawili ar emTxveva erTmaneTs, rac iwvevs zedmeti fulis bazarze gamosrolas da mimoqcevaSi Warbi fuladi masis arsebobas, rac inflaciis mizezi xdeba. inflaciis garedan importirebac aris SesaZlebeli. ase magaliTad, 2006 wlis oqtomber-noemberSi mniSvnelovnad gaZvirda energomatareblebis Rirebuleba saerTaSoriso bazarze, ramac zegavlena moaxdina im qveynebze, sadac importizaciis maCvenebeli maRalia. maT ricxvSi aRmoCnda saqarTveloc. ekonomikuri transformaciis etapze myofi qveynebisaTvis inflaciis 6 procentze meti maCvenebeli maRalia, is xels uSlis biznesis aqtivobas. 2006 wlis ivlisSi wliuri inflacia 14,5%-s Seadgenda, seqtemberSi is 11%-mde daeca. saqarTvelos statistikis departamenti inflaciis 311 danaxarjebis produqciidan angariSobs, rac inflaciis periodSi am produqciaze fasebis mkveTri matebiT aisaxeba. 13 inflaciis SezRudvis fulad-sakredito politikis berkets miekuTvneba: sadepozito auqcionebi, romlis drosac xdeba mimoqcevidan erovnuli valutis amoReba. ase magaliTad, 2006 wlis agvistoSi brunvidan amoRebuli iqna 25 milion larze meti.14 mniSvnelovania sakredito auqcionebi, repo operaciebi da sxva.

mimoxilviTi SekiTxvebi: 1. rogoria biznesis pozitiuri, kritikuli da pragmatuli koncefciebi? 2. ras niSnavs sityva biznesi? 3. ra urTierTkavSiria biznessa da ekonomikas Soris? 4. raSi mdgomareobs biznesis strategia da taqtika? 5. rogoria biznesis Camoyalibebis istoriuli safuZvlebi? 6. rogoria biznesis formirebis etapizacia saqarTveloSi? 7. riT gansxvavdeba kapitalizmi, socializmisa da komunizmisagan? 8. rogor zemoqmedebs SezRuduli resursebi momxmarebelze? 9. ra rols TamaSobs konkurencia Tavisufal bazarze? 10. ras niSnavs moxmarebis, miwodebis mrudeebi da wonasworobiTi fasi? 11. ra zegavlenas axdens multiplikaciuri efeqtebi ekonomikuri sistemis ganviTarebaze? 12. ra zegavlenas axdens ekonomikur sistemaze inflacia? TemaSi ganxiluli sakiTxebis mokle ganmeoreba:

saqarTvelos ekonomikis saministros statistikis saxemwifo departamentis monacemebi. Tb. 2006 14 saqarTvelos erovnuli bankis monacemebi. Tb. 2006.
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1. biznesis ra koncefciebia TqvenTvis cnobili? cnobilia pozitiuri, kritikuli da pragmatuli koncefciebi 2. romelia ufro farTo cneba `ekonomika~ Tu `biznesi~? `ekonomika~ ufro farTo cnebaa, romelic moicavs mikro, makro, mega da mezoekonomikur doneebs. `biznesi~ aris mewarmeobriv urTierTobaTa ufro konkretuli maxasiaTebeli, romelic viTardeba gansazRvrul subieqtebs Soris individualuri an jgufuri konkurenciis safuZvelze. 3. raSi mdgomareobs biznesis strategia da taqtika? biznesis strategia mdgomareobs misi samarTlebrivi da eTikuri normebis dacvis gziT mogebis maqsimizaciaSi. taqtikuri mizani aris am strategiis realizacia yvela kontragentis mimarT, konkretul droSi, konkretul urTierTobaTa formiT. 4. rasTan aris dakavSirebuli biznesis Camoyalibebis istoriuli procesi? biznesis Camoyalibebis istoriuli procesi aris dakavSirebuli sxvadasxva sazogadoebriv-ekonomikur formaciebSi kapitalis Tavdapirvel dagrovebasTan. 5. gagvimarteT ra aris ekonomikuri sistema? ekonomikuri sistema aris saqonlisa da momsaxurebis warmoebis, ganawilebisa da gacvlis is procesi, romelic damkvidrebulia mocemul sazogadoebriv sistemaSi. 6. dagvisaxeleT ekonomikuri sistemis sami ZiriTadi tipi, ganmarteT maT Soris arsebuli sxvaoba? ekonomikuri sistemis sami tipia: kapitalizmi, komunizmi, socializmi. kapitalizmi aris sitema, sadac warmoebis faqtorebi miekuTvneba kerZo pirebs, moqalaqeebi sargebloben farTo ekonomikuri TavisuflebiT, magram maT gaaCniaT ekonomikuri riski, biznesis warmoebis procesSi. komunizmi es aris sistema, sadac saxelmwifo flobs warmoebis yvela faqtors da Rebulobs yvela sameurneo gadawyvetilebas. socializmi aris sistema, sadac saxelmwifo flobs da gankargavs zogierT wamyvan dargs, magram uSvebs kerZo sakuTrebas biznesis calkeul sferoebSi. 7. rogoria kompaniebis sami konkurenciuli strategia? kompaniebi erTmaneTs konkurencias uweven fasebis, xarisxis da servisis, axali produqciis da momsaxurebisa dargSi. 8. ra zemoqmedebas axdens moTxovna-miwodeba sabazro fasebze? rodesac fasebi maRldeba, moTxovnis sidide mcirdeba, miwodebis zrdis stimulebi diddeba. rodesac fasebi mcirdeba, moTxovna izrdeba, miwodebis moculoba mcirdeba. wonasworobiTi fasi myardeba maSin, rodesac myidvelebis gamyidvelebis interesebi bazarze emTxveva.

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Tavi II biznesis garemo, eTikuri da socialuri pasuxismgebloba

Tavisufal ekonomikaSi bizness aqvs erTi socialuri pasuximgebloba _ gamoiyenos Tavisi resursebi da ganaxorcielos saqmianoba, Tavisi mogebis gasadideblad manamde, vidre is rCeba TamaSis wesebis CarCoebSi, e.i. monawileobs Ria, Tavisufal konkurenciaSi motyuebisa da TaRliTobis gareSe. m. fridmeni ekonomikuri Tavisuflebis sistema, albaT, umjobesia erTdroulad rogorc materialurad, ise moralis TvalsazrisiT imaTTvis, vinc janmrTelia sxeuliTa da suliT. 54

a. marSali didi erebi arasodes Raribdebian kerZo pirebis mflangvelobiTa da arakeTilgonierebiT, magram isini arcTu iSviaTad Raribdebian saxelmwifo xelisuflebis mflangvelobiTa da arakeTilgo-nierebiT. a. smiti

am TavSi Tqven gaecnobiT:

1. biznesis garemos arss; 2. biznesis socialuri 3. biznessa da biznesis mikro, makro da pasuxismgeblobis momxmareblebs; saerTaSoriso garemos; koncefciis evolucias; momxmarebelTa II. 1. biznesis biznesis samarTlebriv, saqmiani eTikis garemos arsi uflebebis dacvas; politikur, bunebriv safuZvlebs. eTikuri biznessa da investorebs mewarmes gaaCnia sabazro Tavisuflebis xarisxi garemos; xelisuflebis rols pasuximgeblobis Tavisufleba. Soris urTierTobaTa ganisazRvreba sami garemoebiT: ekologiuri problemebis stimulirebas. sistemas. _ regulirebaSi.bazris moTxovniT; _ sakuTari mewarmeobiTi potencialiT; _ im SesaZleblobebiT, romelsac qmnis biznesis garemo. biznesis garemo, es aris im gareSe faqtorebis erToblioba, romlebic arseboben, bazris sameurneo subieqtebis gareT da gansazRvraven am subieqtebis qcevis wesebs bazarze. biznesis garemos gansazRvraven stiqiuri Zalebi _ es is Zalebia, romlebic arseboben Tavs iCenen biznesis yoveldRiur yofaSi da romelTa arseboba ganisazRvreba droiT. biznesis garemoze zemoqmedebis TvalsazrisiT, SesaZlebelia, gamovyoT gamsxvilebul faqtorTa nusxa, romlebic erTiandebian biznesis mikro, makro da saerTaSoriso faqtorebSi. sameurneo subieqtebis doneze ganxiluli mikrogaremo firmis saqmianobaze pirdapir zemoqmedebas axdens. is moicavs: mimwodeblebs, momxmareblebs, konkurentebs, daqiravebul muSebs, kanonebs, saxelmwifo organoebs, profkavSirebs. erovnuli ekonomikis masStabebSi biznesis makrogaremo sameurneo subieqtis saqmianobaze irib, magram arsebiT zegavlenas axdens. is moicavs: qveynis ekonomikur mdgomareobas, bazris institutebs, samecniero-teqnikur progress, sazogadoebriv-kulturul dones, fizikur da geografiul mdebareobas, politikur da saerTaSoriso faqtorebs da sxva. saerTaSoriso garemo biznesze irib zegavlenas axdens. erovnul ekonomikaze zegavlenis TvalsazrisiT, is vlindeba sazRvargareTis investiciebis, importiorebis, erToblivi sawarmoebis, mravaldargovani korporaciebis saqmianobaSi. ganvixiloT biznesis garemo misi doneebis mixedviT. biznesmenisaTvis yvelaze mniSvnelovani aris is, rom ganWvritos. Tu ra zomiT axdens zegavlenas mikrodone misi firmis saqmianobaze. iq, upirveles yovlisa, unda Sefasdes mimwodeblebi da momxmareblebi, anu kontragentebi. 55

kontragentebi arian fizikuri an iuridiuli pirebi, romelTa valdebuleba ganisazRvreba xelSekrulebiT. bazris kontragentebad gvevlineba: gamyidveli da myidveli, damqiravebeli da muSaki, kreditori da msesxebeli, anu bazris is subieqtebi, romlebic monawileoben gacvlis procesSi. firmas SeuZlia, awarmoos an gayidos is saqoneli, romelic sxva firmis saqmianobisaTvis aris amosavali. am SemTxvevaSi is xdeba mimwodebeli. amdenad, mimwodebeli aris saqonlisa da momxmareblebis gamanawilebeli, mimwodeblebis saimedooba biznesis procesSi aris ZiriTadi komponenti. Tu firma awarmoebs imave produqcias, rasac qmnian misi profilis msgavsi firmebi, isini xdebian konkurentebi. konkurentebi pirdapir zegavlenas axdenen firmis saqmianobaze. daqiravebuli muSebi profkavSirebSi TavianTi uflebebis dacvis mizniT erTiandebian.. profkavSirebi ayeneben xelfasebis zrdis, samedicino dazRvevis, Sromis pirobebis gaumjobesebis moTxovnebs. amdenad, biznesze zemoqmedebis TvalsazrisiT, isini angariSgasawev Zalas warmoadgenen. biznesis saqmianobis reglamentacias axdenen kanonebi da saxelmwifo organoebi. mewarmes SeuZlia, airCios nebismieri formis biznesi, romelic reglamentirebulia saxelmwifos mier dadgenili kanonebiT. kanonebis Seusrulebloba iwvevs biznesisa da sazogadoebis dapirispirebas. amitomac aris, rom biznesi unda eqvemdebarebodes sagadasaxado, sabaJo da sxva kanonmdeblobis moTxovnebs. bolo periodSi mikrogaremos cneba gafarTovda da is moicavs: safinanso struqturebs, romlebic zegavlenas axdens firmis sainvesticio aqtivobaze (bankebi, investorebi), masobrivi informaciis saSualebebs, romlebic axdenen firmebis reklamirebas, sazogadoebriv organizaciebs, politikur institutebs, religiur organizaciebs da sxva. biznesze zegavlenis TvalsazrisiT, makrogaremo SeumCneveli da amasTan arsebiTia. aq mniSvnelovania qveynis ekonomikuri mdgomareoba. is gansazRvravs momxmareblebs, erTobliv moTxovnasa da miwodebas Soris Tanafardobas, fuladi resursebis im odenobas, romelic SeiZleba daxarjon momxmarebelma, saqonlis fass da sxva. qveynis konomikuri mdgomareoba zegavlenas axdens safinanso, Sromis bazrebze, sakredito resursebis doneze da sxva. socialur-kulturuli garemo moicavs yoveldRiur yofiT Rirebulebebs, qveynis mosaxleobis tradiciebs. mosaxleobis asakobrivi da socialuri struqtura gansazRvravs firmis warmoebis xasiaTs, im moTxovnilebas, romelic gaaCnia sazogadoebas. ase magaliTad, mosaxleobis raodenobis Semcirebam SeiZleba gamoiwvios bazarze samuSao Zalis miwodebis Semcireba. mosaxleobis kultura biznesze zegavlenas axdens, rogorc mikro aseve makrodoneze. firmebisaTvis mniSvnelovania erebis kulturuli TaviseburebaTa Seswavla da amis safuZvelze produqciis warmoeba. socialur-kulturuli garemo did zegavlenas axdens agreTve momsaxurebis sferoebze, romelic srulad unda daeqvemdebaros mis moTxovnebs. geografiuli garemo biznesze arsebiT zegavlenas axdens. ase magaliTad, saqarTvelos unikaluri flora da fauna iZleva SesaZleblobas turizmis ganviTarebisaTvis, qveynis geografiuli mdebareoba did areals qmnis saturizmo funqciis SesaZenad da sxva. instituciuri, organizaciul-samarTlebrivi garemo gulisxmobs im institutebis arsebobas, romlebic zemoqmedeben biznesis Taviseburebebze. isini moicaven: bankebs, romlebic ewevian finansur momsaxurebas; specializebul firmebs, romlebic ewevian sakonsultacio, sabuRaltro momsaxurebebs; 56

umaRles saswavlebebs, romlebic uzrunvelyofen kadrebis aRzrdas; satransporto, sareklamo saagentoebs, sadazRvevo kompaniebs da sxva. yvela es instituti xels uwyobs biznesis normalur funqcionirebas. saerTaSoriso garemo vlindeba importirebis, sazRvargareTis investorebis, erToblivi sawarmoebis, mravalerovnuli korporaciebis saqmianobaSi. erovnuli biznesis importiorebi cdiloben, asaTviseblad gamoiyenon saqonlis winsvlis yvela meTodi. samomxmareblo bazari saqarTveloSi dReisaTvis ZiriTadSi importirebuli saqonliTaa gajerebuli. imdenad, ramdenadac mosaxleobis gadaxdis unarianoba dabalia, qarTul bazarze, upiratesad, warmodgenilia iaffasiani Turquli da Cinuri warmoSobis saqoneli, romelsac Tavisi siiafis gamo, adgilobrivi saqoneli ver uwevs konkurencias. meores mxriv, qveyanas gaaCnia mwiri saeqsporto potenciali. saerTaSoriso garemoSi vlindeba biznesis integraciis SesaZleblobani. iqmneba erToblivi sawarmoebi, romlebic aerTianeben sxvadasxva qveynebis mewarmeebs. msxvili investiciebi Tavs mravalferovan korporaciebSi avlenen. ekonomikis ganviTarebis Tanamedrove done, moiTxovs sameurneo subieqtebis saeTaSoriso Sromis danawilebaSi CarTvas, anu biznesis sazRvargareT gatanas. biznesis garemo unda ganvixiloT, rogorc sameurneo subieqtis funqcionirebis piroba. mas pirobiTad yofen: pirdapiri da iribi zemoqmedebis garemod. aseT dayofas arsebiTi mniSvneloba aqvs, radganac biznesSi, upirveles yovlisa, unda ganisazRvros is faqtorebi, romlebic masze pirdapir zegavlenas axdenen da mxolod amis Semdeg dadgindes iribi faqtorebi. urTierTgacvlis Sedegad, firma da garemo mudmiv urTierTkavSirSi da urTierTdamokidebulebaSi imyofeba, axali firmebis Seqmna aris axali garemos Camoyalibebis winapiroba. biznesis Taviseburebani damokidebulia imaze, Tu ramdenad aris ganviTarebuli garemo. II. 2. biznesis samarTlebrivi garemo

nebismieri firmis saqmianobis reglamentacias axdens samarTali, romelic aisaxeba sakanonmdeblo bazaSi. samewarmeo samarTali da zogadad samarTlis sxva normebi bevrad aris damokidebuli sazogadoebis ganviTarebasa da Sesabamisad, biznesis civilurobis doneze. amdenad, biznessa da samarTals Soris myardeba ormxrivi urTierToba, erTis mxriv samarTali awesrigebs, aregulirebs bizness, meores mxriv ki biznesi axdens samarTlebrivi normebis srulyofasa da ganviTarebas. erTmaneTisagan unda ganvasxvavoT iseTi cnebebi, rogoric aris samarTali da samarTlebrivi normebi. samarTali es aris im direqtiuli normebisa da wesebis erToblioba, romlebic dadgenilia sazogadoebrivi qcevis wesebis reglamentaciisaTvis. samarTlebriv normebSi igulisxmeba is raodenobrivi parametrebi, romlebic gansazRvraven adamianTa jgufis da calkeuli individis qcevas, maT Soris urTierTkavSirs. biznesis subieqtebs Soris damyarebuli urTierTobani unda gamomdinareobdnen misi samarTlebrivi regulirebis ZiriTadi principebidan. es urTierTobani SeiZleba damyardes im CarCoebSi da safuZvelze, romlebsac adgens kanonebi. amdenad, biznesis sakanonmdeblo baza qmnis mis samarTlebriv sivrces, romelSic erTiandeba biznesTan dakavSirebuli kanonebi. biznesis samarTlebrivi regulirebis obieqtebd gvevlineba: _ sakuTreba; 57

_ Semosavlis miRebis saSualebebi da xerxebi; _ mewarmeebs Soris urTierTobis formebi; _ damqiravebelsa da muSakebs Soris urTierTobis formebi. biznesi, romelic moqceulia samarTlebriv sivrceSi, efuZneba kanoniT daSvebuli mewarmeobis nebismier formas. amasTan, samarTlebrivi sawyisebis mixedviT, biznesi iyofa kanonierad da ukanonod. kanonier CarCoebSi biznesis arsebobs saqmiani urTierTobis subieqtebis samarTlebrivi dacvis garantiebi. am CarCos miRma biznesi gadis samarTlebrivi sivrcidan da eqvemdebareba kriminals. biznesis sferoSi saqmianobis, mis subieqtebs Soris urTierTobis erTaderTi kriteriumi SeiZleba iyos kanonierebis dacva. aq dauSvebelia mxolod moraluri kriteriumiT xelmZRvaneloba. ase magaliTad, moraluri TvalsazrisiT sazogadoebis diferenciacia Raribebad da mdidrebad miuRebelia, xolo Tu adamianebis erTi jgufis simdidres da meores siRaribes ganvixilavT samarTlebriv sivrceSi, cxadi xdeba, rom es morali dadgenilia TviTon sazogadoebis mier. sxva saqmea, rodesac samarTali ar Seesabameba sazogadoebis moTxovnilebebs, CamorCeba sazogadoebisa da biznesis ganviTarebis dones, ewinaaRmdegeba saqmiani aqtivobis stimulebs. am SemTxvevaSi samarTlebrivi sivrce moiTxovs reformebs, romlebic atareben, rogorc revoluciur, aseve evoluciur xasiaTs. me-4 naxatSi asaxulia samarTlebrivi sivrcis gardaqmnis formebi.

samarTlebrivi sivrce

reformebi

evoluciuri

revoluciuri

samarTlebrivi sivrcis Tanmimdevruli gardaqmna

Zveli sistemis revoluciuri ngreva da axlis Seneba

nax. #4 samarTlebrivi sivrcis gardaqmnis formebi.

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samarTlebrivi sivrcis evoluciuri gardaqmna gulisxmobs misi srulyofis Tanmimdevrul, zogjer epizodur an wyvetil process. revoluciuri gardaqmna gulisxmobs samarTlis arsebuli sistemis Zireul cvlas, misi fuZemdebeli principebis ngrevas da axal sistemaze gadasvlas. aseTi gardaqmnebi gamomdinareobs socialur-ekonomikur sistemaSi mimdinare cvlilebebidan. ase magaliTad, 90-iani wlebis dasawyisSi saqarTvelo sabazro reformebis gzas daadga. es procesi gaRrmavda 2000-ian wlebSi, ramac moiTxova Zireuli reformebi samarTlebriv sferoSi, gansakuTrebiT ki sameurneo anu biznesis samarTalSi, rac xorcieldeba kidevac sazogadoebaSi. ukanasknel wlebSi saqarTveloSi miRebulia uamravi ekonomikuri kanoni, romelic axdens biznesis saqmianobis reglamentacias. maT Soris umniSvnelovanesi kanonebi: _ mewarmeTa Sesaxeb (1994); _ saxelmwifo qonebis privatizaciis Sesaxeb (1997); _ mikrosafinanso organizaciebis Sesaxeb (2006); _ ukanono Semosavlebis legalizaciis aRkveTis Sesaxeb (2003); _ fasiani qaRaldebis bazris Sesaxeb (1998); _ komerciuli bankebis Sesaxeb (1996); _ gakotrebis saqmeTa warmoebis Sesaxeb (1996); _ salizingo saqmianobis xelSewyobis Sesaxeb (2002); _ investiciebis saxelmwifo mxardaWeris Sesaxeb (2006); _ dazRvevis Sesaxeb (1997); _ saqarTvelos sagadasaxado kodeqsi (2004); _ sabaJo mosakreblis Sesaxeb (1998); sxvadasxva mizezis gamo, samarTlebriv dokumentebs Soris SeiZleba aRmoCndes winaaRmdegoba. es Seusabamoba qmnis kvazisamarTlebriv garemos, ris Sedegadac biznesmens eqmneba SesaZlebloba, daarRvios erTi kanoni, radganac is imyofeba sxva kanonebis dacvis qveS. garda ekonomikuri kanonebisa, bizness aregulirebs sxva sakanonmdeblo aqtebi. esenia: 1. samoqalaqo da sisxlis samarTlis kanonmdebloba, romelic axdens moqalaqeTa saerTo qcevis normebis reglamentacias, maT Soris samewarmeo da biznesis sferoebSi. 2. saerTaSoriso samarTlis normebi, dadgenili saerTaSoriso xelSekrulebebis safuZvelze, romelTa erT-erTi nawili axdens calkeuli qveynebis samewarmeo qcevis normebis reglamentacias. II. 3. biznesis politikuri garemo politika biznesis garemos erT-erTi ZiriTadi da mniSvnelovani nawilia, romlis zegavlena samewarmeo garemoze mniSvnelovania iseT ganviTarebad qveyanaSi, rogoric aris saqarTvelo. erTis mxriv, biznesi moqmedebs politikaze, gansakuTrebiT, ekonomikur politikaze, xolo meores mxriv _ politika gansazRvravs biznesis qcevis wesebs. politikaSi igulisxmeba is urTierTobaTa sfero, romelSic Sedian adamianebi xelisuflebis administraciuli marTvis berketebis mopovebis mizniT. apolitikuri biznesis smitiseuli koncefcia XX saukuneSi keinsianurma saxelmwifos ekonomikuri regulirebis funqciis Sesaxeb midgomebma Secvala.

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dReisaTvis mTel rig ganviTarebad qveynebSi politikuri moRvaweoba qmnis biznesis warmatebuli gaZRolis administraciul garantiebs. maT Sorisaa postsabWoTa saxelmwifoebis umetesoba. politikosebi biznesis mxardaWeras lobizmis gziT axdenen. lobizmSi (ingl. lobbi kuluarebi)15 igulisxmeba saxelmwifo organoebis, sasamarTlo, aRmasrulebeli, sakanonmdeblo organoebis moqmedeba calkeuli dargebis, firmebis, socialuri jgufebis mxardasaWerad. mimarTuli lobistebi arian is politikuri figurebi, romlebic uzrunvelyofen am mxardaWeras. lobizmi SeiZleba iyos ara marto obieqturi aucileblobiT, aramed piradi dainteresebiT nakarnaxevi (Tanamdebobrivi piris mosyidvis gziT). miuxedavad amisa, politika gvevlineba biznesis zednaSenad. es xdeba imitom, rom politikuri xelisuflebisaTvis brZolaze, yvelaze aqtiurad biznesis ekonomikuri motivebi zemoqmedebs. lobizmis mizniT adamianebi erTiandebian politikur partiebSi. xelisuflebis saTaveSi mosvlis Semdeg partia cdilobs sxvadasxva gziT Seuqmnas noyieri garemo mis mxardamWer biznesmenebs: _ garkveuli saxeobis samewarmeo programebis mxardaWeriT; _ saxelmwifo SekveTebis ganawilebiT; _ calkeuli sakanonmdeblo dokumentebis miRebiT; _ saxelmwifo biujetis gadanawilebis gziT. aseTi midgomebi damaxasiaTebelia postsabWoTa sivrcis im qveynebisaTvis, romlebic daadgnen ekonomikuri gardaqmnebis gzas. civilur samyaroSi politika aris orientirebuli biznesis ganviTarebaze arapolitikuri niSniT. amis saukeTeso magaliTebia `ruzveltis axali kursi~, `reiganomika~, `teCerizmi~ da sxva. ganviTarebul qveynebSi politikuri partiebi iswrafvian xelisuflebisaken am qveynebis ekonomikuri progresis mizniT, rameTu ekonomikuri progresi qveynis politikuri stabilurobis garantia. amitomac aris, rom ekonomikurad Zlieri qveynebi ar xdebian politikuri gadatrialebebis, revoluciebis sxva politikuri kataklizmebis msxverplni. aRniSnuli adasturebs imas, Tu raoden did zegavlenas axdens politika qveynis ekonomikur ganviTarebisa da biznesis progresze. II. 4. biznesis socialuri pasuxismgeblobis koncefciis evolucia, arsi da formebi

biznesi saerTod, da kerZod, korporaciebis saqmianoba garkveul socialur da politikur-kulturul garemoSi warimarTeba da, bunebrivia, mas ar SeuZlia sazogadoebis interesebis ugulebelyofa, romelTanac sakuTari interesebi unda SeaTanxmos. metic, korporaciebis efeqtiani funqcionirebis aucilebel pirobas sazogadoebis stabiluroba warmoadgens. amdenad, isini iZulebulni arian SeimuSaon da ganaxorcielon RonisZiebebi, romlebic am stabilurobas uzrunvelyofen. socialuri garemos ganviTareba da gaumjobeseba biznesisa da korporaciebis grZelvadian interesebs pasuxobs. socialuri pasuxismgeblobis principebis gamoyeneba samewarmeo garemos sicocxlisunarianobas da efeqtianobas amaRlebs. grZelvadian aspeqtSi ki socialuri pasuxismgebloba iwvevs rogorc aRniSnuli korporaciis mier warmoebuli produqciisadmi momxmarebelTa ndobis, ise misi aqciaTa kursis amaRlebas.
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SemTxveviTi ar aris, rom biznesis socialuri pasuxismgeblobis (bsp-s) koncefcias XIX saukunis bolos da XX saukunis dasawyisSi Caeyara safuZveli. Tavdapirvelad man amerikel inJinrebs Soris hpova ganviTareba, romlebic, rogorc amerikelma istorikosma e. leiton-umcrosma aRniSna, socialuri pasuxismgeblobis~ demonstrirebaSi TavianTi profesiis socialuri prestiJis amaRlebis saSualebas xedavdnen. droTa ganmavlobaSi es idea bsp-s koncefciis Semadgeneli nawili gaxda. am koncefciis momxreebs da aqtiur propagandistebs Soris iyvnen im drois iseTi cnobili biznesmenebi, rogorebic arian general eleqtrikis~ kompaniis prezidenti_ j. svoupi, amave kompaniis direqtorTa sabWos Tavmjdomare _ o. iangi, ameriken telefon end telegraf~ kompaniis prezidenti _ u. jifordi da sxv. sabolood bsp-s koncefcia 30-ian wlebSi Camoyalibda. am periodSi misi mimdevrebis pozicias gamoxatavs kompania jon menvilis~ direqtorTa sabWos Tavmjdomaris l. braunis pozicia. rTuli industriuli periodis evoluciis Sedegad, - werda igi, - menejerebis socialuri pasuxismgebloba Sesabamisad gafarTovda. menejerebi ukve aRar warmoadgenen mxolod mesakuTreTa interesebs... dRes nebismieri biznesis mmarTveli angariSvaldebulia ara marto aqcionerebis, aramed Tavisi organizaciis, klientebis da sazogadoebis winaSe~ [102, c 241]. aRniSnuli koncefciis kidev erTi momxre gaxda robert vudi, firma sirs~is xelmZRvaneli. 1936 wels vudi wliur angariSSi axsenebs im farTo socialur valdebulebebs, romelTa maTematikuri gamosaxva SeuZlebelia, magram miuxedavad amisa, maT pirvelxarisxovani mniSvneloba aqvT~. vuds mxedvelobaSi hqonda sazogadoebis Zlieri arapirdapiri gavlena organizaciaze, romelic funqcionirebs am sazogadoebaSi. is amtkicebda, rom danaxarjebis - sazogadoebisaTvis im sargeblobis, raodenobrivi gamosaxva, romelic gamowveulia biznesis socialuri pasuxismgeblobiT advili ar aris. saqmian sawarmoTa xelmZRvanelebs Soris vudma erT-erTma pirvelma aRiara farTo publikis mravalfenianoba~ (gamoyo momxmareblebi, muSakebi, aqciaTa mflobelebi), romelsac firma emsaxureba. biznesis socialuri pasuxismgeblobis koncefciis SemuSavebasa da popularizaciaSi gansakuTrebiT mniSvnelovani roli Seasrula im periodSi cnobili ekonomistebis f. bertisa da g. minzis naSromma _ Tanamedrove korporacia da kerZo sakuTreba~. saxeldobr, maT Camoayalibes Tezisi, romlis Tanaxmadac, korporaciuli sistemis sicocxlisunarianobis uzrunvelsayofad, is, vinc akontrolebs msxvil korporaciebs, unda gardaiqmnas sruliad neitralur teqnokratiad, romelic abalansebs sazogadoebaSi sxvadasxva jgufis moTxovnilebaTa mravalferovnebas da TiToeul maTgans Semosavlebis nawils miakuTvnebs sazogadoebrivi politikis, da ara kerZo angarebis safuZvelze [102, c.242]. ramdenadac korporaciebi kerZo mesakuTreobiTi institutidan kerZo samewarmeo institutad Camoyalibda, - amtkicebdnen avtorebi, - igi socialuri Zala xdeba, romelic ar SeiZleba Tavisufali iyos socialuri pasuxismgeblobidan. Tumca, bsp-s Sexedulebebma momdevno wlebSi mxardaWera ver miiRo, Tu gavixsenebT im periodSi arsebul mdgomareobas, es arc aris gasakviri. 30-ian wlebSi (didi depresiis periodi) amerikuli sawarmoebis ZiriTadi sazrunavi-elementarulad TviTgadarCena iyo. aseT dros bizness mogebisa da samuSaoebis garda veravin verafers ver mosTxovda. profesor li prestonis mixedviT, biznesis socialuri rolis koncefcia TandaTanobiT icvleba 50-ian wlebSi. nawilobriv es ganapiroba biznessa da saxelmwifos Soris TanamSromlobis ganviTarebam II msoflio omisa da mis Semdgom, civi omis~ periodSi. am periodSi Seiqmna ekonomikuri ganviTarebis komite61

ti, romelSic msoflios yvelaze gamoCenili adamianebi gaerTiandnen. Tumca, komitetis mizani iyo mTavrobis konsultireba ekonomikur da komerciul sakiTxebSi, igi gacilebiT mniSvnelovani aRmoCnda, ramdenadac am gziT gafarTovda saqmiani samyaros monawileoba socialuri da saxelmwifoebrivi politikis gadawyvetaSi. bsp-s koncefciam farTo ganviTareba omis Semdgom periodSi hpova. 1953 wels gamoqveynda amerikeli ekonomistis g. bouenis wigni biznesis socialuri pasuxismgebloba~. masSi avtorma Camoayaliba socialuri pasuxismgeblobis doqtrina rogorc biznesmenebis valdebuleba miiRos is gadawyvetilebebi da airCios saqmianobis is mimarTulebebi, romlebic sasurvelia sazogadoebis miznebisa da faseulobebis TvalsazrisiT~ [102, c.242]. biznesis socialuri rolis Sesaxeb diskusiam 60-ian da 70-ian wlebSi garkveul movlenebs misca biZgi. 60-ian wlebTan dakavSirebiT jekobi aRniSnavs, rom sazogadoebriv azrovnebaSi gaCnda biznesis opozicia. sazogadoebis sxvadasxva fenaSi Cndeba aqtiuri interesi iseT sakiTxebTan mimarTebiT, rogoricaa samoqalaqo samarTali, vietnamis omi, mrewvelobis dabinZureba narCenebiT da saerTod garemos mdgomareoba, agreTve konsiumerizmi (momxmarebelTa moZraoba). 70-80-ian wlebSi wina planze iwevs ganiaraReba, atomuri energetika, mesame samyaros qveynebis SimSilisagan xsna, florisa da faunis dacva da sxv. k. uoltoni Tanamedrove bsp-s Semdeg komponentebs gamoyofs: pirveli _ ar SeiZleba daveyrdnoT piradi gamorCenis koncefcias, vinaidan, mas yovelTvis ar mosdevs sazogadoebis keTildReoba. im SemTxvevaSi, Tu sazogadoebis kerZo da sazogadoebriv dovlaTs Soris konfliqti wamoiWra, pirveli meores unda daeqvemdebaros. meore _ amerikuli ekonomikuri sistema upiratesad pluralizmisa da konstitucionalizmis principebs emyareba, vidre laisser-faire-s. mesame _ sazogadoebis keTildReobas ver uzrunvelyofs calke mTavroba, an kerZo organizaciebi. amdenad, bolo unda moeRos xelisuflebisa da biznesis dapirispirebas. meoTxe _ korporaciebis xelmZRvanelebma unda daabalanson konkurirebadi interesebi da daadginon prioritetebi, romlebic iTvaliswineben rogorc investorebis, muSebis, momxmareblebis, mimwodeblebis da konkurentebis, ise nacionaluri da adgilobrivi Temebis, sxva nebayoflobiTi organizaciebis da araorganizebuli jgufebis interesebs. mexuTe, am interesebis dabalansebiT, korporaciam unda ukuagdos aragonivruli moTxovnebi~ [102,c.242]. amrigad, bsp-s koncefcia efuZneba korporaciebisa da sazogadoebis mWidro urTierTkavSiris arsebobis aRiarebas. arizonis universitetis profesori k. devisi Tvlida, rom socialuri pasuxismgeblobis arsi gamomdinareobs iqidan, Tu rogor ekidebian biznesis warmomadgenlebi TavianTi qmedebis eTikur Sedegebs, vinaidan maT SeuZliaT sxvebis interesebze zemoqmedebis moxdena~. misi azriT, axali pirobebi niSnavs imas, rom biznesi unda dafiqrdes imaze, Tu rogor awarmoos efeqtianad ekonomikur faseulobebTan erTad socialuri faseulobebi. sazogadoeba ar uaryofs mogebis ideas, magram afarTovebs am cnebas, gulisxmobs ra masSi rogorc socialur, ise ekonomikur mogebas~. socialuri pasuxismgeblobis cnebis qveS k. devisi gulisxmobda kerZo organizaciebis mier TavianTi qmedebis ganxorcielebas sazogadoebis winaSe valdebulebebis gaTvaliswinebiT. mocemul konteqstSi igi upiratesobas aniWebda cnebebs socialurad pasuxismgebeli biznesi~ da socialuri kapitalizmi~ [102, c. 242]. amgvarad, gansazRvruli socialuri pasuxismgebloba k. devisisaTvis ufro metia, vidre, ubralod kanonis Sesabamisad moqmedeba, ramdenadac saqmiani gadawyvetilebis ara mTeli sistemuri zemoqmedeba gaTvaliswinebulia kanoniT~. socialuri pasuxismgebloba, xazs usvamda igi, iTvaliswinebs firmis 62

mier socialuri valdebulebebis aRiarebas kanonis moTxovnilebaTa farglebs gareT~ [102, c.243]. mTlianobaSi, devisi amtkicebda, rom socialuri pasuxismgebloba ar SeiZleba ganixilos rogorc pasiuri reaqcia sazogadoebriv molodinze, vinaidan, aseT SemTxvevaSi biznesi emociebisa da winaaRmdegobrivi miznebis tyveobaSia. biznesmenis socialuri pasuxismgebloba unda mdgomareobdes imaSi, rom igi xelmZRvanelobs socialur sferos, nacvlad imisa, rom ubralod gamoexmauros sazogadoebis moTxovnilebas. igi urTierTqmedebs sazogadoebasTan da exmareba mas socialuri gadawyvetilebebis miRebaSi, rasac xels uwyobs Tavisi gansakuTrebuli unariT da codniT. igi aanalizebs sistemur zemoqmedebas da koreqtirebadi qmedebebis iniciatorad gvevlineba seriozuli problemebis gaCenamde~. amgvari mosazrebebidan gamomdinare, devisi ayalibebs erTgvar pasuxismgeblobis rkinis kanons~, romlis arss Semdegi Tezisi gamoxatavs: saboloo jamSi is, vinc Zalauflebas ar iyenebs ise, rogorc amas sazogadoeba Tvlis saWirod, kargavs mas~ [102, c. 244]. aRniSnuli TvalsazrisiT, sainteresoa kaliforniis universitetis profesoris p. seTis mosazrebebi da argumentebi. misi azriT, korporaciebis qmedeba sam aspeqtSi ganisazRvreba. rogorc socialuri valdebuleba, socialuri pasuxismgebloba, da socialuri gamoxmaureba. korporaciebis qmedeba, romelic bazris moTxovnebiT, an iuridiuli kanonebiTaa SezRuduli, ganisazRvreba rogorc korporaciis socialuri valdebuleba. rogorc seTi Tvlis, socialurad pasuxismgebeli moqmedeba ar moiTxovs radikalur ganxeTqilebas korporaciuli saqmianobis Cveulebriv formebTan... es aris ubralod win gadadgmuli nabiji, manam, sanam socialuri molodini kodificirebuli iqneba kanonSi~. socialuri gamoxmaurebis arsi mdgomareobs SemdegSi: korporaciebi politikisa da programebis iniciatorebi unda iyon, maTi mowodeba unda iyos mimdinare an momavali operaciebis negatiuri Sedegebis minimumamde dayvana vidre isini krizisul masStabebs miaRweven da biznesis winaaRmdeg mimarTuli kidev erTi saprotesto talRis katalizatorebi gaxdebian~ [102, c. 243]. am sakiTxis swori gagebisaTvis aranakleb sainteresoa TviT saqmiani wreebis warmomadgenelTa poziciebi. yvelaze naTlad es poziciebi gadmocemulia aSS-s didi biznesis~ gavleniani organizaciis ekonomikuri ganviTarebis komitetis ganacxadSi, romelic 1971 wels gamoqveynda. bsp-s Sinaarsis da realizaciis gzebis sakiTxebze ganacxadis avtorebma sami koncentriuli wris koncefcia wamoayenes: pirveli _ Sida wre moicavs korporaciebis metnaklebad mkafiod Camoyalibebul valdebulebebs ekonomikuri funqciebis efeqtian Sesrulebaze _ saqonlisa da momsaxurebis warmoeba, samuSao adgilebis Seqmna da ekonomikuri zrdis uzrunvelyofa. saSualo wre moicavs pasuxismgeblobas zemoaRniSnuli funqciebis Sesrulebaze cvalebadi socialuri prioritetebisa da faseulobebis gaTvaliswinebiT. mxedvelobaSi miiReba sawarmos saqmianobis gavlena garemoze, samsaxurSi daqiravebisas erovnul umciresobaTa warmomadgenlebis wilis gazrda da adamianur faseulobaze~ aqcenti, momxmarebelTa survilis gaTvaliswineba da a.S. gare wre moicavs biznesis wamoWril da jer kidev gaurkvevel valdebulebebs, romlebic iTvaliswinebs mis aqtiur monawileobas garemos gaumjobesebaSi. problemis SemuSavebisas da TavianTi xedvis Camoyalibebisas ganacxadis avtorebi gamomdinareoben ganaTlebuli sargeblis~ koncefciidan. dRes farTodaa aRiarebuli, _ naTqvamia ganacxadSi, _ rom korporaciis interesebi mWidrod ukavSirdeba sazogadoebis keTildReobas, romlis ganuyofel nawils biznesi warmoadgens. gacnobierebulia, rom korporacia damokidebulia sazogadoebis keTilganwyobaze, romelsac SeuZlia xeli Seuwyos an Seaferxos misi arseboba da ganviTareba xelisuflebaze sazogadoebrivi zewoliT. amdenad, 63

xazgasmulia ganacxadSi, ganaTlebuli sargeblis~ TvalsazrisiT korporaciebma aucileblad xeli unda Seuwyon sazogadoebriv keTildReobas~ biznesisaTvis gacilebiT xelsayrelia hyavdes ganaTlebuli da ukeTes pirobebSi mcxovrebi mosamsaxureebi da myidvelebi, vidre Raribi da gaunaTlebeli. amitomac biznesma unda ikisros pasuxismgeblobis samarTliani nawili~ socialur gaumjobesebaze, raTa safrTxe ar Seeqmnas korporaciebis interesebs. am debulebidan gamomdinare, ganacxadSi mocemulia biznesis valdebulebebis sistematizirebis mcdeloba cxra ZiriTadi mimarTulebis mixedviT, sadac TiToeuli maTgani problemebis garkveul erTobliobas moicavs, rogoricaa ganaTleba, dasaqmeba da samuSao Zalis momzadeba, samoqalaqo uflebebi, qalaqebis ganaxleba da ganviTareba, garemos dabinZurebis Semcireba, bunebrivi resursebis dacva, dasveneba, kultura da xelovneba, samedicino daxmareba, xelisuflebis saqmianobis srulyofa. ganaTlebis sferoSi ekonomikuri ganviTarebis komiteti bizness Semdeg valdebulebebs akisrebs: pirdapiri safinanso daxmarebebi skolebs, stipendiebis, dotaciebis da swavlis safasuris Setanis CaTvliT; skolis biujetis gazrdis xelSewyoba; mowyobilobis da kvalificiuri personalis wardgena; konsultacia saskolo programebis Sedgenisas an sxva saxis xelSewyoba; axali skolebis mSenebloba da maTi saqmianobis gaZRola, kolegebis daxmareba marTvasa da dafinansebaSi. socialuri pasuxismgeblobis koncefciis mniSvnelobaze metyvelebs is faqti, Tu ra mondomebiT cdiloben mowinaaRmdegebi misi ZiriTadi debulebebis diskreditirebas. ase, Cikagos skolis erT-erTma cnobilma warmomadgenelma, m. fridmenma, socialuri pasuxismgeblobis koncefcia daaxasiaTa rogorc fundamentalurad ZirgamoTxrili doqtrina, romlis farTo gamoyeneba angrevs Tavisufal sazogadoebas~. Tu Tavisufal ekonomikaSi, amtkicebda igi, arsebobs erTi da mxolod erTi bsp resursebis gamoyeneba da mogebis gazrdaze mimarTuli saqmianobis ganxorcieleba manam, sanam igi rCeba, TamaSis wesebs icavs, e.i. monawileobs Tavisufal Ria konkurenciaSi yovelgvari tyuilisa da TaRliTobis gareSe~. am mosazrebas m. fridmeni gansakuTrebiT TanmimdevrobiT atarebda statiaSi saxelwodebiT bsp mdgomareobs mogebis zrdaSi~. socialuri pasuxismgeblobis ubralod aRiarebac ki, misi azriT, ganamtkicebs isedac arsebul mosazrebas imaSi, rom mogebisadmi ltolva cudi da amoraluria da igi unda gakontroldes garkveuli ZalebiT~. rogorc ki es mosazreba aRiarebuli iqneba, ganagrZobs fridmeni, bazris alagmvas daiwyebs ara mmarTvelTa socialuri sindisi~, rogori maRalganviTarebulic ar unda iyos igi, aramed mmarTveli biurokratebis rkinis muSti~. SeuZlebelia, ar daveTanxmoT im mkvlevarebs, romelTa mosazrebiT biznesis mier mTlianobaSi farTo Sexedulebis aRiareba korporaciebis socialur rolze ganpirobebulia iseTi faqtorebiT, rogoricaa korporaciebsa da sazogadoebas Soris uwyveti kavSiris arsebobis gacnobiereba, sakuTrebis gamoyofa marTvisagan, Tavisufali mewarmeobis ideologiisa da praqtikis krizisi, bazris uxilavi xelis~ rogorc socialur da ekonomikur urTierTobaTa mTavari da erTaderTi regulatoris klasikuri warmodgenis krizisi. aranakleb mniSvnelovania is faqtic, rom kerZo mewarmeobis sistema srulebiTac ar aris sayovelTao keTildReobis garanti. saqmian wreebSi gabatonebul mosazrebas imis Taobaze, rom kerZo mewarmeobis sistema sazogadoebis yvela wevrisaTvis maqsimaluri keTildReobis miRwevis SesaZleblobas iZleva, sul ufro meti adamiani ayenebs eWvqveS. rogorc j. maki aRniSnavda, biznesis axali midgoma sazogadoebis winaSe socialur pasuxismgeblobaze, XX saukuneSi kerZo korporaciebis funqcionirebis Secvlil pirobebze biznesis reaqciis Sedegs warmoadgenda. axali midgoma werda igi, - sakmaod naTeli iyo: rogorc ki cxadi gaxda, rom kerZo me64

warmeobis sistema Tavs ver arTmevs sazogadoebis winaSe erT-erT ZiriTad valdebulebas (rogorc mas mTavroba ganmartavda), rogorc ki misi qmedeba romelime mimarTulebiT sazogadoebis mniSvnelovani nawilisaTvis miuRebeli xdeba, saqmeSi mTavroba erTvoda, raTa eiZulebina biznesi, gaeumjobesebina misi saqmianoba saTanado gankargulebebiT, an masze valdebulebebis dakisrebiT~ [102, c. 245]. cxadia, rom moklevadian perspeqtivaSi socialuri pasuxismgeblobis realizaciis danaxarjebi SesaZlebelia winaaRmdegobaSi movides korporaciebis fuZemdeblur principebTan, saxeldobr, mogebis maqsimizaciasTan warmoebis danaxarjebis zrdis Sedegad. Tumca, grZelvadian perspeqtivaSi es danaxarjebi anazRaurdeba imiT, rom izrdeba korporaciis prestiJi da Sesabamisad, legitimuroba sazogadoebis TvalSi, ramac ar SeiZleba gavlena ar moaxdinos mis mdgomareobaze da saqmianobis efeqtianobaze. grZelvadian perspeqtivaSi korporaciebis monawileoba socialur saqmianobaSi mogebis maqsimizaciis SesaZleblobas iZleva. aRniSnulTan dakavSirebiT specialistebi aseTi saqmianobidan sargebels Soris aRniSnaven danaxarjebis Semcirebas, romelic aucilebelia xelisuflebis sakanonmdeblo da aRmasrulebeli organoebis winaSe dasacavad, ZviradRirebuli saxelmwifo Carevis Sedegebis, socialuri uwesrigobebis Sedegad warmoqmnili sawarmos qonebis zianiT gamowveuli danakargebis Sesamcireblad da a.S. aranakleb mniSvnelovania biznesis socialuri saqmianobis stimulirebisaTvis saxelmwifos mier aucilebeli sakanonmdeblo zRvaris da socialuri investiciebis~ momgebianobis pirobebis uzrunvelyofa. saxelmwifos mastimulirebel funqciaTa ricxvs miekuTvneba biznesisaTvis saxelmwifoebrivi kontraqtebis da stimulebis SemoTavazeba, yvela sawarmosaTvis moqmedebis erTiani savaldebulo normebis dadgena, dasjis meqanizmis danergva im firmebisTvis, romlebic ar icaven TamaSis dadgenil wesebs da a.S. rogorc n. jekobi marTebulad aRniSnavda, biznesi mxolod maSin axdens Tavisi potencialis srulad realizebas cxovrebis xarisxis gaumjobesebis saqmeSi, rodesac mTavroba qmnis socialurad sasurveli saqonlisa da momsaxurebis bazars~ [102, c. 246]. didi mniSvneloba aqvs korporaciebsa da sazogadoebas Soris komunikaciebis gaumjobesebas, amasTan, korporaciebis mier sazogadoebis moTxovnilebebis gamovlenis da maTze operatiulad reagirebis unars. rogorc zogierTi avtori miuTiTebs, xSirad problema mdgomareobs ara imdenad kerZo da saxelmwifo seqtorebs Soris funqciebis ganawilebaSi, ramdenadac efeqtiani meqanizmis SeqmnaSi, romelic uzrunvelyofs maT pasuxismgeblobas TavianTi movaleobis Sesrulebaze. aRniSnulTan dakavSirebiT, interess iwvevs zogierTi amerikeli avtoris Zalisxmeva korporaciaTa saqmianobis socialuri efeqtis raodenobrivi gazomvis meTodologiis SemuSavebaze. aseTi meTodologia SemoTavazebulia saxeldobr, wignSi _ aramdgradi niadagi: korporaciebis socialuri politika dinamiur sazogadoebaSi~, romelic 1974 wels gamoqveynda. igi moicavs Semdeg oTx meTods: pirveli _ socialuri indikatorebis~ gamoyeneba, romelmac unda gansazRvros cxovrebis xarisxis indeqsi raodenobrivi parametrebis gazomvisa (rogoricaa Sromis pirobebi, jandacvis, transportis mdgomareoba) da korporaciebis saqmianobis cxovrebis xarisxze zemoqmedebis momdevno Sefasebis safuZvelze. meore _ biznesis socialur garemoze zemoqmedebis Sefasebis meTodi erTgvari socialuri angariSis~ Sedgenis gziT Cveulebrivi sabalanso formiT, romelic iTvaliswinebs kompaniis saqmianobidan socialur sargebels da danaxarjebs muSebisaTvis, klientebisaTvis, mimwodeblebisaTvis, da mTlianad sazogadoebisaTvis. 65

magaliTad, garemos gaumjobeseba da adgilobrivi gadasaxadebi miekuTvneba adgilobrivi sazogadoebis socialur sargebels, xolo moxmarebuli adgilobrivi momsaxurebis Rirebuleba _ socialur danaxarjebs. mesame _ kompaniebis ranJirebis meTodi maTi socialuri saqmianobis mixedviT, magaliTad, garemoze kontrolis normebis dacvis sferoSi. meoTxe _ socialuri programis marTvis meTodi, romelic mimarTulia sistemis SemuSavebaze, romelic moicavs socialur programebze danaxarjebis Sefasebas da biujetis gonivruli~ Sedgenisa da kapitaldabandebebze socialuri Semosavlis~ gazrdis SesaZleblobas iZleva. mTlianobaSi socialuri, pasuxismgeblobis koncefcia gulisxmobs sazogadoebis yvela sferos, maT Soris sazogadoebisa da korporaciebis mWidro urTierTkavSiris aRiarebas da aqedan gamomdinare, iTvaliswinebs farTo socialuri valdebulebebis korporaciebze dakisrebis aucileblobas. maTi azriT, xelmZRvanelobs ra socialuri prioritetebis sistemiT, romelic ganisazRvreba mTavrobis mier da moqmedebs ra momgebianobis kriteriumis safuZvelze, korporaciebi xels uwyoben socialuri sistemis srulyofas, romlis miznebi gamoxatavs mosaxleobis farTo fenebis moTxovnilebebs. amasTan, mniSvnelovania imis gaTvaliswineba, rom ar SeiZleba korporaciebis warmodgena erTian monolitad, romelic mTeli sazogadoebis interesebis gamomxatveli miznebisa da amocanaTa kompleqsis realizaciisaTvis moqmedebs. kolumbiis universitetis profesori n. Cemberleni marTebulad aRniSnavda, rom korporaciebi mZlavr dominirebul Zalas warmoadgens Tanamedrove industriulad ganviTarebul sazogadoebaSi, magram maTi erToblivi simZlavre ar aris gaerTianebuli, koleqtiuri, ar aris organizebuli, raTa man SeZlos sazogadoebis saWirboroto problemebis gadawyvetaze orientireba. aseTi orientacia, _ amtkicebda Cemberleni, _ SesaZlebelia moxdes mxolod mTavrobis daxmarebiT, romelic gardaqmnis wesebs (SezRudvebs), romlis farglebSic moqmedebs yvela korporacia~ [102, c. 247]. erTiani organos ararsebobis gamo, romelsac Seswevs unari, uzrunvelyos SeTanxmebuli moqmedeba, korporaciebi xSirad mTavrobis politikuri kursis sawinaaRmdegod moqmedeben, Tvlian ra, rom saxelmwifo Carevis meqanizmebis ganmtkiceba SeiZleba maT poziciebs daemuqros. amitom SeiZleba Cemberleni marTalicaa, rodesac ambobs, rom biznesmenebs farTomasStabian institucionalur reformas urCevniaT mcire, TandaTanobiTi cvlilebebi, romlebic, uwinares yovlisa, korporaciuli sistemis interesebidan gamomdinareobs, e.i. isini mzad arian, ikisron SezRuduli pasuxismgebloba. Tumca, aseTi SezRuduli pasuxismgeblobis realizaciac ki, mTeli rigi faqtoriT izRudeba, maT Soris, uwinares yovlisa, mogebis miRebis mosazrebiT sxva korporaciebTan konkurentunarianobis SesanarCuneblad, da moculobisa da zrdis tempebis SenarCunebisken swrafviT, niWieri muSakebis mosazidad, an Zveli gamocdili kadrebis SesanarCuneblad. amasTan dakavSirebiT, aucilebelia, aRiniSnos, rom korporaciebis socialuri pasuxismgeblobis problema ar wamoiWreboda, Tuki nebismieri sasargeblo, rogorc sazogadoebis miznebidan, ise biznesis interesebidan gamomdinare, resursebis gamoyeneba momgebiani iqneboda. socialuri miznebis realizaciaze gaweuli xarjebi firmebis mogebas akldeba. esaa, magaliTad, danaxarjebi ganaTlebaze da kerZod, samuSao Zalis momzadebaze. Tumca, asea Tu ise, korporacias ukve ar SeuZlia uaryos Tavisi pasuxismgebloba rogorc sazogadoebis, ise TavianTi muSakebis winaSe. es faqti miT ufro angariSgasawevia, Tu vaRiarebT, rom Tanamedrove korporacia Tavisi moculobiTa da saqmianobis masStabebiT warmoadgens ufro sazogadoebriv, vidre kerZo instituts. sxvadasxva dainteresebuli jgufebis pretenziebisa da da66

pirispirebis daregulirebaSi monawileobiT, wminda ekonomikur funqciebTan erTad, igi politikur funqciebsac asrulebs. im SemTxvevaSic ki, roca korporaciebis moqmedebis Tavisufleba izRudeba saxelmwifos mier an raime sxva faqtoriT, korporacia moqmedebs iseT sazogadoebriv garemoSi, sadac mas efeqtiani funqcionireba SeuZlia mxolod im SemTxvevaSi, Tuki sazogadoebas daarwmunebs Tavisi moqmedebis sisworeSi. korporaciaTa socialuri pasuxismgeblobis sazRvrebi miT ufro farToa, rac ufro didia maTi miswrafeba sazogadoebis winaSe Tavisi legitimurobis damkvidrebaSi. am aspeqtSi korporaciebis winaSe mdgari erT-erTi mTavari amocanaa im programebis ekonomikuri dasabuTeba, romlebic socialur sferoSi unda gaataron. amave dros, Tavis mxriv, sazogadoeba uflebamosilia, elodos biznesisagan socialuri pasuxismgeblobis ama Tu im dones iseT sakiTxebSi, rogoricaa garemos dacva, transportis usafrTxoebis uzrunvelyofa, mosaxleobis socialurad daucveli fenebis materialuri uzrunvelyofa da a.S. magram biznesis teqnikuri, finansuri da sxva SesaZleblobebi am mxriv SeuzRudavi ar aris. ama Tu im korporaciis an mTlianobaSi biznesis SesaZleblobebis Sefasebisas ar SeiZleba im faqtis daviwyeba, rom nebismieri saqmiani sawarmos sicocxlisunarianobisa da arsebobis mTavari pirobaa misi ekonomikuri rentabeloba. korporaciebis socialuri rolis SefasebaSi mTavari sirTule mdgomareobs aseTi Sefasebis raime mkafiod SemuSavebuli kriteriumebis ararsebobaSi. biznesis socialuri pasuxismgeblobis uamravi ganmarteba arsebobs. yvelaze zogadi saxiT, biznesis socialuri pasuxismgebloba aris biznesis zemoqmedeba sazogadoebaze. organizaciebi, romlebic operireben biznesis socialuri pasuxismgeblobis sferoSi, sxvadasxvanairad ganmartaven am cnebas. Cven mxolod ramdenime maTgans moviyvanT. saerTaSoriso organizacia biznesi socialuri pasuxismgeblobisaTvis~ am termins ganmartavs, rogorc komerciuli warmatebis miRwevas iseTi saSualebebiT, romelic icavs eTikur principebs da pativiscemiT epyroba adamianebs, sazogadoebas da garemos~. biznes-liderebis saerTaSoriso forumi~-s ganmartebiT bsp-Si igulisxmeba biznesis iseTi warmarTva, romelsac sargebloba moaqvs sazogadoebisaTvis da xels uwyobs socialurad, ekonomikurad da ekologiurad mdgrad ganviTarebas biznesis sazogadoebaze pozitiuri gavlenis maqsimizaciisa da negatiuri gavlenis minimizaciis gziT. biznesis msoflio sabWo mdgradi ganviTarebisaTvis~ bsp-s gansazRvravs rogorc biznesis valdebulebas, Tavisi wvlili Seitanos mdgrad ekonomikur ganviTarebaSi, SromiT urTierTobebSi muSakebTan, maT ojaxebTan, adgilobriv sazogadoebriv dajgufebebTan da mTlianad, sazogadoebasTan maTi cxovrebis xarisxis gasaumjobeseblad. sistemuri biznes-teqnologiebis centri SATIO~: bsp-aris biznesis nebayoflobiTi wvlili sazogadoebis ganviTarebisaTvis socialur, ekonomikur da ekologiur sferoSi, romelic uSualodaa dakavSirebuli kompaniis ZiriTad saqmianobasTan da scildeba kanoniT dadgenil minimums~. aucilebelia, erTmaneTisagan ganvasxvavoT iuridiuli da socialuri pasuxismgebloba. iuridiuli pasuxismgeblobis qveS igulisxmeba konkretuli kanonebis da saxelmwifoebrivi regulirebis normebis dacva, romlebic gansazRvraven, Tu ra SeuZlia, da ra ar SeuZlia gaakeTos organizaciam. TiToeul sakiTxTan mimarTebiT, dadgenilia asobiT da aTasobiT normebi da normativebi. magaliTad, Tu ramden toqsikur nivTierebas Seicavs samrewvelo narCenebi; rogor gamoiricxos diskriminacia samsaxurSi daqiravebisas; rogoria minima67

luri moTxovnebi produqciis usafrTxoebisadmi; ra tipis saqoneli SeiZleba gaiyidos sxva qveynebSi da a.S. organizacia, romelic icavs im kanonebsa da normativebs, iuridiulad pasuxismgebelia, magram es imas ar niSnavs, rom igi socialurad pasuxismgebelia. socialuri pasuxismgebloba, iuridiulisagan gansxvavebiT, gulisxmobs organizaciis mxridan socialur problemebze nebayoflobiT gamoxmaurebas. biznesis socialur pasuxismgeblobas mravalsafexurianoba axasiaTebs: _ sabaziso done iTvaliswinebs Semdegi valdebulebebis Sesrulebas: gadasaxadebis, Sromis anazRaurebis drouli gadaxda, axali samuSao adgilebis Seqmna; _ meore done iTvaliswinebs muSakebis ara mxolod muSaobis, aramed cxovrebis adekvaturi pirobebiT uzrunvelyofas: muSakTa kvalifikaciis amaRleba, sacxovrebeli binebis mSenebloba, socialuri sferos ganviTareba. pasuxismgeblobis aseT tips pirobiTad korporaciul pasuxismgeblobas~ uwodeben. _ umaRlesi done gulisxmobs saqvelmoqmedo saqmianobas. ganasxvaveben biznesis socialur pasuxismgeblobis Sida da gare mimarTulebebs; biznesis socialur Sida pasuxismgeblobas miekuTvneba: _ Sromis usafrTxoeba; _ Sromis anazRaurebis stimulireba; _ TanamSromelTa damatebiTi samedicino da socialuri dazRveva; _ adamianuri resursebis ganviTareba saswavlo da kvalifikaciis amaRlebis programebis mixedviT; _ kritikul situaciebSi muSakebisaTvis daxmarebis gaweva. biznesis socialur gare pasuxismgeblobas miekuTvneba: _ sponsoroba da qvelmoqmedeba; _ zrunva garemos dacvaze; _ urTierTqmedeba adgilobriv sazogadoebriv dajgufebebTan da xelisuflebasTan; _ mzadyofna krizisul situaciebSi monawileobis misaRebad; _ saqonlisa da momsaxurebis momxmareblebs Soris pasuxismgebloba (xarisxiani saqonlis gamoSveba). ganasxvaveben agreTve Ria da farul bsp-s. bsp-s Ria forma niSnavs kompaniis nebayoflobiT monawileobas iseTi sakiTxebis gadawyvetaSi, romlebiTac dainteresebulia sazogadoeba kompania, Cveulebriv, damoukideblad gansazRvravs programebsa da strategiebs, romlebic TviT am kompaniis da mis steikholderebis (dainteresebuli pirebis) mier aRiqmeba, rogorc pasuxismgebloba sazogadoebis winaSe. bsp-s faruli forma gulisxmobs qveynis oficialur da araoficialur institutebs, romelTa meSveobiT kompaniebis pasuxismgebloba sazogadoebrivi institutebis winaSe SeTanxmebulia kompaniebTan an uSualod ekisreba maT. bsp-s faruli forma, Cveulebriv, moicavs im faseulobebs, normebsa da wesebs, romlebic xSirad ganapirobeben savaldebulo moTxovnebs korporaciebTan mimarTebiT iseT sakiTxebSi, romlebsac qveynis sazogadoebrivi, politikuri da ekonomikuri interesebi ganixilavs, rogorc iuridiuli pirebis movaleobebs. aSS-s bsp Ria modelis, xolo didi britaneTis faruli modelis nimuSs warmoadgens. maT Cven mogvianebiT ganvixilavT. korporaciis socialuri aqtiuroba gamoixateba socialuri programebis ganxorcielebaSi. socialuri aqtiurobis programebis ganmasxvavebel Taviseburebebs warmoadgens maTi ganxorci-

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elebis nebayoflobiToba, sistemuri xasiaTi da korporaciis ganviTarebis misiasTan da strategiasTan kavSiri. korporaciebi ganaxorcieleben Semdegi tipis programebs: _ sakuTar programebs; _ saxelmwifoebrivi marTvis adgilobriv, regionalur da federalur organoebTan partniorobis programebs; _ arakomerciul organizaciebTan partniorobis programebs; _ sazogadoebriv organoebTan da profesionalur gaerTianebebTan TanamSromlobis programebs. rac Seexeba korporaciuli socialuri programebis marTvas, igi Semdegi etapebisgan Sedgeba: _ korporaciis socialuri politikis prioritetebis gansazRvra; _ socialuri programebis marTvis specialuri struqturis Seqmna; _ saswavlo programebis Catareba socialuri pasuxismgeblobis sferoSi; _ korporaciis socialuri programebis realizacia; socialuri programebi es aris korporaciis mier nebayoflobiT ganxorcielebuli saqmianoba garemos dacvis, personalis ganviTarebis, Sromis xelsayreli pirobebis Seqmnis, adgilobrivi sazogadoebrivi dajgufebebis xelSewyobis mimarTulebiT; saqvelmoqmedo saqmianoba da keTilsindisieri saqmiani praqtika. amasTan, mTavar kriteriums warmoadgns programebis Sesabamisoba biznesis ganviTarebis miznebsa da strategiasTan. _ korporaciis socialuri programebis Sedegebis Sefaseba da dainteresebul pirebze dayvana. socialuri programebis ZiriTadi mimarTulebebia: keTilsindisieri saqmiani praqtika korporaciis socialuri programebis mimarTuleba, romlis mizania mimwodeblebs, biznes-partniorebs da korporaciis klientebs Soris keTilsindisieri saqmiani praqtikis miRebisa da gavrcelebis xelSewyoba; bunebisdacviTi saqmianoba da resursdazogva korporaciis socialuri programebis mimarTulebebi, romlebic xorcieldeba korporaciis iniciativiT garemoze mavne zemoqmedebis Semcirebis mizniT (bunebrivi resursebis ekonomiuri moxmarebis, narCenebis ganmeorebiTi moxmarebisa da utilizaciis, garemos dabinZurebis aRmofxvris, ekologiurad usafrTxo sawarmoo procesis organizaciis, ekologiurad usafrTxo satransporto gadazidvebis organizaciis programebi); adgilobrivi sazogadoebis ganviTareba korporaciis socialuri programebis mimarTuleba, romelic nebayoflobiT sawyisze xorcieldeba da mowodebulia, wvlili Seitanos adgilobrivi sazogadoebis ganviTarebaSi (socialuri programebi da mosaxleobis socialurad daucveli fenebis xelSewyobis aqciebi, bavSvebisaTvis daxmarebis gaweva, sabinao-komunaluri meurneobis da kulturulistoriuli mniSvnelobis obieqtebis SenarCunebis da ganviTarebis xelSewyoba, adgilobrivi kulturul-saganmanaTleblo da sportuli organizaciebisa da RonisZiebebis sponsoroba, socialurad mniSvnelovan gamokvlevaTa xelSewyoba, saqvelmoqmedo aqciebSi monawileoba); personalis ganviTareba korporaciebis socialuri programebis mimarTulebaa, romelic tardeba personalis ganviTarebis strategiis farglebSi niWieri TanamSromlebis mozidvisa da SenarCunebis mizniT (swavleba da profesionaluri ganaTleba, Sromis anazRaurebis motivaciuri sqemebis gamoyeneba, dasvenebis pirobebis Seqmna, organizaciaSi Sida komunikaciebis SenarCuneba, muSakTa monawileoba mmarTvelobiTi gadawyvetilebebis miRebaSi; socialurad pasuxismgebeli restruqturizacia korporaciis socialuri programebis mimarTuleba, romelic uzrunvelyofs restruqturizaciis Catarebas socia69

luri pasuxismgeblobis principidan gamomdinare, uwinares yovlisa, korporaciis personalis interesebSi; socialurad pasuxismgebeli investireba investireba, romelic mdgomareobs ara marto finansuri Semosavlebis gazrdaSi, aramed socialuri miznebis realizaciaSi, Cveulebriv, eTikuri normebis dacviT moqmed korporaciebSi investirebis gziT. socialuri programebis realizaciis instrumentebia: 1. saqvelmoqmedo Semowirulobebi da sponsoris daxmareba _ daxmarebis forma, romelic gaiweva korporaciis mier socialuri programebis gasatareblad rogorc fuladi, ise naturaluri formiT (produqcia, administraciuli saTavsoebi, transporti, saprizo fondebi da sxva); 2. korporaciis TanamSromelTa delegireba korporaciis TanamSromelTa nebayoflobiTi CarTva daxmarebis mimRebze drois, codnis, Cvevebis, informaciis, kontaqtebis usasyidlo gadacemis gziT; 3. fuladi grantebi safinanso daxmarebis forma, romelic gamoiyofa ganaTlebis sferoSi socialuri programebis sarealizaciod da gamoyenebiTi kvlevebis Casatareblad. grantebi socialuri programebis realizaciis erT-erTi yvelaze xelmisawvdomi da tradiciuli instrumentia. rogorc wesi, grantebi ama Tu im xarisxiT, dakavSirebulia korporaciis ZiriTad saqmianobasTan da biznesis strategiul mizanTan; 4. korporaciuli sponsoroba korporaciis mier sxvadasxva resursebis miwodeba obieqtebisa da nagebobebis Sesaqmnelad, organizaciebisa da RonisZiebaTa mxardasaWerad, romelic, rogorc wesi, sazogadoebriv xasiaTs atarebs, TavianTi saqmianobis reklamis mizniT; 5. korporaciuli fondi fondi, romelic iqmneba korporaciis mier misi socialuri saqmianobis realizaciis mizniT; 6. socialuri investiciebi finansuri daxmarebis forma, romelic gamoiyofa korporaciis mier grZelvadiani da rogorc wesi, erToblivi partnioruli socialuri programebis sarealizaciod, romelic gamiznulia socialuri daZabulobis Sesamcireblad da sazogadoebis sxvadasxva fenis cxovrebis donis asamaRleblad; 7. socialurad mniSvnelovani marketingi safinanso daxmarebis forma, romelic mdgomareobs konkretuli saqonlis gayidvidan garkveuli procentis gacemaSi korporaciis socialuri problemebis gasatareblad; 8. sponsoroba iuridiuli an fizikuri piris (sponsoris) mier wvlilis Setana (qonebis gadacema, inteleqtualuri saqmianobis Sedegebis, momsaxurebis gaweva, samuSaoebis Catareba) sxva iuridiuli, an fizikuri piris saqmianobaSi, im pirobiT, rom es ukanaskneli reklamas gauwevs mis saqonels, sponsorobas. sazogadoebaSi biznesis rolis Sesaxeb diskusiam korporaciebis socialurad pasuxismgebeli moqmedebis Taobaze uamravi argumenti warmoqmna rogorc mis sasargeblod, ise winaaRmdeg. argumentebi socialuri pasuxismgeblobis sasargeblod: 1. biznesisaTvis xelsayreli grZelvadiani perspeqtivebis Seqmna. firmebis socialuri qmedebebi aumjobesebs sazogadoebis cxovrebas, an Tavidan icilebs saxelmwifos Carevis aucileblobas. rac ufro uzrunvelyofilia sazogadoeba socialuri TvalsazrisiT, miT ufro xelsayreli pirobebi iqmneba biznesisaTvis. garda amisa, im SemTxvevaSic ki, rodesac socialur qmedebebTan dakavSirebuli danaxarjebi maRalia, grZelvadian perspeqtivaSi isini mogebis stimulirebas axdenen, ramdenadac momxmareblebSi, mimwodeblebSi da sazogadoebaSi kompaniis mimzidveli imiji yalibdeba. 2. farTo publikis moTxovnilebebis da molodinis cvlileba. biznesTan dakavSirebuli socialuri molodini XX saukunis 60-iani wlebidan icvleba. sazoga70

doebis mxridan axal moTxovnilebebsa da kompaniebis realur gamoxmaurebas Soris sxvaobis minimumamde dasayvanad, maTi CarTva da monawileoba socialuri problemebis gadawyvetaSi sasurveli da aucilebelic ki xdeba. 3. resursebis arseboba socialuri problemebis gadaWraSi daxmarebis gasawevad. ramdenadac biznesi mniSvnelovan finansur da adamianur resursebs flobs, mas SeuZlia misi nawili gaiRos socialuri saWiroebisaTvis. 4. moraluri valdebuleba socialurad pasuxismgebeli qmedebisaTvis. kompania sazogadoebis wevria, amdenad Tavis saqmianobaSi igi moraluri normebiT unda xelmZRvanelobdes. sazogadoebis individualuri wevrebis msgavsad, kompania unda moqmedebdes socialuri pasuxismgeblobis mixedviT da xels uwyobdes sazogadoebis moraluri sawyisebis ganmtkicebas. metic, ramdenadac kanonebiT SeuZlebelia cxovrebis yvela mxaris mocva, kompaniebma pasuxismgebeli qmedebebiT mxari unda dauWiron sazogadoebas, romelic dafuZnebulia wesrigsa da kanonierebaze. argumentebi socialuri pasuxismgeblobis winaaRmdeg: 1. mogebis maqsimizaciis principis darRveva. resursebis nawilis gamoyofa socialur saWiroebaze mogebis maqsimizaciis principis moqmedebas amcirebs. kompania socialurad pasuxismgebelia, Tu mxolod ekonomikur interesebzea orientirebuli da socialur problemebs utovebs saxelmwifo organoebs, saqvelmoqmedo institutebs da saganmanaTleblo organizaciebs. 2. danaxarjebi socialur pasuxismgeblobaze socialur saWiroebaze gamoyofili saxsrebi firmebisaTvis danaxarjebia. saboloo jamSi, es danaxarjebi momxmareblebze gadadis fasebis momatebis saxiT. garda amisa, is firmebi, romlebic saerTaSoriso bazarze saqmianoben, sxva qveynis firmebTan SedarebiT, romlebic ar awarmoeben socialur danaxarjebs, arasasurvel mdgomareobaSi aRmoCndebian. Sedegad, mcirdeba maTi gasaReba saerTaSoriso bazarze. 3. sazogadoebis winaSe angariSebis arasakmarisi done. ramdenadac mmarTvelebs ar irCeven, isini ar arian uSualod angariSvaldebulni sazogadoebis winaSe. sabazro sistema kargad akontrolebs firmebis ekonomikur maCveneblebs da cudad maT socialur aqtiurobas. vidre sazogadoeba ar SeimuSavebs sawarmoebis pirdapiri angariSgebis wess, ukanaskneli ar miiRebs monawileobas socialur qmedebebSi, romlebzec is ar Tvlis Tavs pasuxismgeblad. 4. socialuri problemebis gadaWrisaTvis codnis ukmarisoba. nebismieri kompaniis personali yvelaze kargadaa momzadebuli ekonomikis, bazris da teqnikis sferoSi. mas aklia gamocdileba, romelic mniSvnelovani wvlilis Setanis saSualebas miscemda socialuri xasiaTis problemebis gadaWraSi. saxelmwifo dawesebulebebSi da saqvelmoqmedo organizaciebSi momuSave specialistebma xeli unda Seuwyon sazogadoebis srulyofas. biznesis socialuri pasuxismgeblobis mimarT oTxi ZiriTadi midgoma arsebobs: 1) sabazro. 2) midgoma saxelmwifoebrivi regulirebis poziciidan. 3) midgoma korporaciuli sindisis~ poziciidan. 4) midgoma dainteresebuli piris~ poziciebidan. sabazro midgoma. igi korporaciebis saqmianobis regulirebis mza formas uzrunvelyofs da Tavidan icilebs saxelmwifos biurokratiuli Carevis aucileblobas. sabazro midgomis Tanaxmad, momxmarebeli yovelTvis ufro xelsayrel mdgomareobaSia iseT sazogadoebaSi, sadac korporaciebi Tavisufali konkurenciis pirobebSi mxolod mogebis zrdis principiT xelmZRvaneloben. es midgoma mniSvnelovan mxardaWeras poulobs zogad ekonomikuri TeoriaSi. am midgomis susti mxare imaSia, rom igi ar moicavs socialur problemebs, romlebic warmoadgenen e.w. bazris Cavardnebis~ gamoxatulebas (mag., metalurgiuli qarxana mdinares abinZurebs Sxamiani narCenebiT da 71

zrdis kiboTi daavadebulTa raodenobas). amgvari Tanmdevi efeqtebis sul ufro mzardi xasiaTi Tanamedrove industriul qveynebSi iwvevs imis aucileblobas, rom Tavisufali bazris uxilav xels~ SeiZleba daxmareba dasWirdes. magram, vin gauwevs mas am daxmarebas? saxelmwifo? msxvili samrewvelo gaerTianebebi? korporaciebis specialuri qvedanayofebi? sabazro midgomis Tanaxmad, rogorc ki bazris garda sxva vinmes vandobT korporaciis saqmianobis regulirebas, ixsneba pandoras yuTi biurokratiuli marTviT da ekonomikuri araefeqtianobiT. amrigad, erTi problemis gadawyvetiT, uamravi sxva iCens Tavs. Tumca, Cavardnis~, an Tanmdevi efeqtebis problema, rasakvirvelia, arcTu umniSvneloa da sabazro midgoma kidev ufro naklebad mimzidvelia, Tu uars vityviT bazris Tavisufal konkurenciaze da vaRiarebT oligarqebis da monopoliebis mxridan bazarze zewolis uamravi formis arsebobas. miuxedavad amisa, bsp-s mimarT aseT midgomas uamravi mimdevari gauCnda aSS-sa da sxva qveynebSi. midgoma saxelmwifo regulirebis poziciebidan. am midgomis uamravi momxre~ da sapirispiro~ argumenti damokidebulia TiToeuli adamianis warmodgenaze mTavrobasa da adamianis bunebaze. am midgomis momxreTa umravlesoba saxelmwifo struqturebs ganixilavs, rogorc saqmian cxovrebaze uflebamosil damkvirveblebs, Tumca, saxelmwifo regulireba arasodes ar aris srulyofili. metic, rogorc wesi, isini Tvlian, rom adamianebi, TavianTi bunebidan gamomdinare, daSinebas saWiroeben, raTa codva ar Caidinon (sxvadasxva iuridiuli saSualebebiT). am midgomis sasargeblod mohyavT argumenti, rom kanoni xSirad eTikuri gadawyvetilebebis safuZvlad gamoiyeneba, miuxedavad imisa, rom igi cudadaa morgebuli am miznebs. amis mizezi ki, savaraudod, moqalaqeTa umravlesobis dabali zneobrivi donea. rogorc kvlevebidan Cans, bevri adamianisaTvis, gansxvaveba swor da araswor saqciels Soris ganisazRvreba maTi kanonierebis xarisxiT. aseT SemTxvevaSi kanoni SeiZleba eTikuri saqcielis donis amaRlebis instrumentad mogvevlinos. Tumca, aris erTi magram~. Tu kanons mivaniWebT sazogadoebis zneobrivi aRmzrdelis rols, is unda iyos kargi~ kanoni. kargi im gagebiT, rom unda iyos kargad mofiqrebuli, mkafiod Camoyalibebuli da Tanmimdevrulad gatardes cxovrebaSi. samwuxarod, kanonTa umravlesoba iSviaTad akmayofilebs Tundac erT-erTs am moTxovnilebebidan. es faqtori mniSvnelovnad akninebs saxelmwifoebrivi kanonis zneobriv aRmzrdelobiT rols. sazogadoebrivi regulirebis poziciebidan midgomis naklovanebebi ukavSirdeba Tanamedrove industriul saxelmwifoSi biznesis marTvis did sirTuleebs. msoflios umetes qveyanaSi samoqalaqo kanonmdeblobas sisxlis samarTlis kanonmdeblobasTan SedarebiT naklebi sicxade da Tanmimdevruloba axasiaTebs. Tu gaviTvaliswinebT imasac, rom sisxlis samarTlis kanonebi araTanmimdevrulobiT gamoirCevian, maSin gasagebia Tu ratom aSfoTebT biznesmenebsa da specialistebs samoqalaqo kanonmdeblobis gamoyeneba biznesis saqmianobis regulirebisaTvis. metic, miuxedavad imisa, rom zogierT saxelmwifo uwyebas ekisreba mrewvelobis romelime dargis saqmianobis regulireba, xSirad igi TviTon xdeba damokidebuli sxva dargze. amis mizezi ramdenime faqtoria: _ jer erTi, nebismieri dargi moiTxovs specifikur midgomas marTvaSi da saxelmwifo struqturebs daxmarebisaTvis amave dargSi momuSave eqspertebTan uwevT urTierToba. es iwvevs saTanado kritikis ararsebobas, marTvaSi TviTmomsaxurebas~. Sedegad dargi TviTon adgens regulirebis wess da uZRveba sakuTar saqmianobas saxelmwifoebrivi struqturebis arcTu mkacri kontrolis qveS. 72

meorec, Zalian xSirad saxelmwifo mmarTvelobiTi struqturebis muSakebi Sesabamisi dargidan arian mosuli da saxelmwifo samsaxuris dasrulebisas isev dargSi brundebian. aseT muSakebs Sinagani konfliqti awuxebT: erTis mxriv, maT undaT, Rirseulad Seasrulon TavianTi mmarTvelobiTi movaleobebi, meores mxriv, ar undaT urTierTobis gamwvaveba TavianT momaval damqiraveblebTan. am siZneleebis miuxedavad, midgoma saxelmwifo regulirebis poziciebidan efeqtiani aRmoCnda biznesis marTvis zogierT dargSi (gansakuTrebiT momxmarebelTa dacvaSi). metic, ucnobia, ramdenad garTuldeba saqme, Tuki saxelmwifos mxridan ar moxdeba biznesis regulireba. cxadia, rom ar SegviZlia am midgomis arc mTlianad uaryofa da arc enTuziazmiT miReba. midgoma korporaciuli sindisis poziciebidan. am poziciis Zlieri mxare mdgomareobs imaSi, rom misi kriteriumia moraluri pasuxismgebloba, romelic warmoiqmneba korporaciis SigniT (da ara rogorc gare faqtori), e.i. aq arsebobs TviTregulirebis SesaZlebloba (da ara moTxovna-miwodebis urTierTobaTa regulireba saxelmwifo struqturebis mier). bazris da saxelmwifos maRaleTikuri qcevis stimulirebis aSkara uunarobis fonze (vinaidan maTi funqciebi, mimarTulia mavne qmedebebis aRmofxvraze), korporaciuli sindisis poziciebidan midgoma warmoadgens gare regulirebis mravlismomcem xerxs. am midgomis mamoZravebelia jansaRi, eTikurad gamowrTobili korporaciuli kultura. am kulturis faseulobebi SeiZleba Tavmoyril iqnas korporaciis eTikur kodeqsSi, an ubralod aisaxos mis reputaciaze. nebismier SemTxvevaSi korporaciuli sindisis poziciebidan midgoma eyrdnoba ZiriTadad zogadsakacobrio faseulobebs, romelsac ufrTxildeba rogorc xelmZRvaneloba, ise xelqveiTebi. midgoma dainteresebuli pirTa~ poziciebidan. biznesSi klasikuri mosazreba mdgomareobs imaSi, rom korporaciebs gaaCnia valdebulebebi aqcionerebis winaSe, romelic wminda da uryevia. korporaciebis moqmedeba, an umoqmedoba nakarnaxevi unda iyos aqcionerebze zrunviT, romlebic dainteresebulni arian iseTi maCveneblebiT, rogoricaa: aqciebis sabirJo kursi, Semosavali aqciaze, an nebismieri sxva safinanso maCvenebeli. iTvleba rom, aqcionerTa interesebze zrunva xelmZRvanelobis erT-erTi movaleoba unda iyos. amrigad, nebismieri qmedeba, miRebuli xelmZRvanelobis mier, saboloo jamSi unda Sefasdes imis mixedviT, emsaxureba Tu ara igi korporaciebisa da misi aqcionerebis interesebs. Tanamedrove pirobebSi gaCnda axali midgoma korporaciebis marTvisadmi, misi rogorc sazogadoebis socialuri struqturis nawilis gagebiT, romlis winaSec igi pasuxismgebelia. es midgoma dakavSirebulia cnebasTan dainteresebuli pirebi~. termini dainteresebuli pirebi~ (stakeholder), pirvelad gamoiyenes 1963 wels stenfordis kvleviTi institutis Sida memorandumSi. mas miekuTvneba is jgufebi, romelTa mxardaWeris gareSe organizacia wyvets Tavis arsebobas~ [94,c.178]. dainteresebul pirTa CamonaTvali Tavdapirvelad moicavda aqcionerebs, muSa-mosamsaxureebs, myidvelebs, mimwodeblebs, kreditorebs da sxv. am koncefciaze dafuZnebuli analizi, romelic saTaves iRebs i. ansofis da r. stiuartis (korporacia Locrhecd-is dagegmvis ganyofileba), Semdeg ki m. doSeris da r. stiuartis (stendorfis kvleviTi institutis) naSromebSi, mniSvnelovan rols asrulebda da axlac asrulebs korporaciebis saqmianobis dagegmvis procesSi. es Teoria mogvianebiT ramdenime mimarTulebiT ganviTarda misi erTerTi avtori iZulebuli gaxda eRiarebina, rom dainteresebul pirTa~ zusti wanamZRvrebis dadgena SeuZlebelia. Tavis klasikur naSromSi i. ansofi am Teo73

riis debulebebs iyenebs. Tumca, rogorc mogvianebiT aRmoCnda, movaleobebi~ da miznebi~ ar arian sinonimebi~. dainteresebul pirTa~ TeoriaSi isini erT cnebamdea dayvanili. am Teoriis mixedviT, firmis miznebi aucilebelia ganisazRvros am firmaSi dainteresebul pirTa~ (menejerebis, muSebis, aqcionerebis, mimwodeblebis, kreditorebis da a.S.) winaaRmdegobrivi moTxovnilebebis dabalansebis gziT. analogiur mosazrebas ansofi sxva avtorebsac miawers, magram ganagrZobs dainteresebul pirTa Teoriis~ uaryofas ekonomikur da socialur miznebad dayofis sasargeblod, amasTan, es ukanasknelni axdenen meorad cvalebad da Semaferxebel gavlenas~ pirvelze. XX saukunis 60-iani wlebis bolos da 70-iani wlebis dasawyisSi dainteresebul pirTa~ koncefciis damuSaveba nel-nela mimdinareobs. gamonaklisia Svedi erik renmanis naSromi, romelmac es koncefcia samrewvelo demokratias moargo. 70-iani wlebis naxevarSi mkvlevarTa jgufma sistemebis Teoriis dargSi rasel akofis meTaurobiT ganmeorebiT aRmoaCina~ analizi am koncefciis safuZvelze, an, ukidures SemTxvevaSi, ansofis SeniSvna ufro seriozulad aRiqva. warmoadgens ra organizacias, rogorc Ria sistemas, akofi amtkicebs, rom uamravi socialuri problemis gadaWra SeiZleba ZiriTadi institutebis gardaqmnisa da sistemaSi dainteresebul pirTa~ xelSewyobiTa da urTierTqmedebiT. 70-iani wlebis dasawyisSi harvardis universitetTan arsebulma biznesis skolam Caatara gamokvlevebi korporaciebis socialuri pasuxismgeblobis sferoSi. miRebul iqna sakmaod STambeWdavi Sedegebi, magram, gansakuTrebiT mniSvnelovania socialuri pasuxismgeblobis pragmatuli modelis SemuSaveba, romelmac miiRo korporaciebis socialuri pasuxismgeblobis~ modelis saxelwodeba, sadac harvardis mecnierebma socialuri problemebis analizi strategiisa da organizaciis tradiciul sferoebs daukavSires. 70-iani wlebis bolos aSkara gaxda strategiuli marTvis procesebis gafarToebis aucilebloba, romelSic gaTvaliswinebuli iqneboda saxelmwifosTan dakavSirebuli biznesis aratradiciuli problemebi saerTo interesebiT gaerTianebuli jgufebis, profgaerTianebebis, sazRvargareTuli konkurentebis, aqcionerdisidentebis1 mier da rTuli problemebi, iseTi, rogoricaa muSaTa uflebebi, Tanabari SesaZleblobebi, garemos dabinZureba, momxmarebelTa uflebebi, tarifebi, saxelmwifoebrivi regulireba. aseTi procesebis ganviTarebis mizniT 1977 wels hartonis skola Tavis gamoyenebiT kvlevaTa centrSi Seudga dainteresebul pirTa~ proeqtis Seqmnas. am proeqtis miznebi iTvaliswinebda marTvis iseTi Teoriis SemuSavebas, romelic xelmZRvanelobas mudmivad cvalebad viTarebaSi korporaciis strategiis Camoyalibebis saSualebas miscemda. gamoiyeneboda moqmedebaTa modeli, romlis meSveobiT dainteresebul pirTa~ Teoria realur SemTxvevebze iqna agebuli. amJamad am proeqtis farglebSi dainteresebul pirTa~ koncefciis arsi gamoiyeneba sam doneze: rogorc menejmentis Teoria, rogorc procesi praqtikosebisaTvis strategiul marTvaSi gamoyenebisaTvis da rogorc koordinatTa sistema analizisaTvis. Teoriul doneze aucilebelia, avxsnaT aqcioneris Secvla dainteresebul pirze~. pirveli sirTule am doneze _ cneba dainteresebuli piris~ mkafio ganmartebaa. Tavdapirveli ganmarteba, romelic mocemul iqna stenfordis kvleviTi institutis mier, zedmetad zogad xasiaTs atarebs, imisaTvis, raTa movaxdinoT strategiulad mniSvnelovani jgufebis identificireba, konkretuli jgufebis moqmedebebze, miznebze da motivebze strategiulad sasargeblo informaciis misaRebad, saWiroa ufro konkretuli da Sinaarsobrivi ganmarteba. 74

r. fridmenma da d. ridma warmoadgines dainteresebuli piris~ ori ganmarteba: erTi _ farTo gagebiT, romelic moicavs jgufebs, sadac mokavSireebi, an mowinaaRmdegebi arian, da meore viwro gagebiT, romelSic ZiriTadad stenfordis kvleviTi institutis ganmartebis arsia gadmocemuli, magram, ufro dakonkretebuli. dainteresebuli piri~ farTo gagebiT nebismieri jgufi an piria, romelsac SeuZliaT gavlena moaxdinon organizaciis mier miznis miRwevaze. am mosazrebiT dainteresebul pirebs~ warmoadgenen saerTo interesebiT gaerTianebuli sazogadoebrivi jgufebi, samTavrobo organizaciebi, profgaerTianebebi, konkurentebi, kavSirebi, agreTve muSa-mosamsaxureebi, myidvelTa jgufebi, aqciaTa mflobelebi da a.S. dainteresebuli piri~ viwro gagebiT nebismieri jgufi an piria, romelzec organizaciis Semdgomi sicocxlisunarianobaa damokidebuli. am gagebiT dainteresebuli pirebs~ warmoadgenen muSa-mosamsaxureebi, myidvelTa jgufebi, zogierTi mimwodebeli, ZiriTadi samTavrobo organoebi, zogierTi finansuri organo da a.S. dainteresebuli piris~ koncefciis ganxorcielebis konkretuli rekomendaciebi Zalian mravalferovania. es SeiZleba iyos, magaliTad, dainteresebul pirTa~ jgufebis CarTva strategiul gadawyvetilebaTa miRebis procesSi. ase, aSSSi sazogadoebrivi sargeblobis zogierTi sawarmo xSirad mimarTavs dainteresebul pirTa~ ricxvidan konsultaciuri jgufebis momsaxurebas. 1aqcioner-disidenti-aqcioneri, romelci ar eTanxmeba kompaniis xelmZRvanelobis politikas. III. 5. biznesis eTikis arsi da specifika

eTika erT-erTi uZvelesi Teoriuli disciplinaa. misi kvlevis obieqti moralia. termini eTika~ zneobriobis moZRvrebis aRsaniSnavad jer kidev aristotelem gamoiyena da gansazRvra, rom igi gvexmareba imis SemecnebaSi, Tu ra unda vakeToT da risgan SevikavoT Tavi~. biznesis eTika profesionaluri eTikis erT-erTi nairsaxeobaa. zogierTi mkvlevari da praqtikosi miiCnevs, rom es cneba gansazRvravs biznesis profesionalebis qcevas da praqtikul saqmianobas. zogierTi Tvlis, rom es aris moraluri standartebis erToblioba, romelsac bevri aRiarebs, magram mcire nawili Tu misdevs. arian iseTebic, romlebic saerTod uaryofen TviT biznesis eTikis arsebobas. biznesis eTika Cven gvesmis, rogorc eTikuri principebis gamoyeneba saqmianobaSi. am kuTxiT biznesis eTikis kursi warmoadgens eTikis Teoriis da iseTi saqmis sinTezs, rogoricaa organizaciuli qmedeba, ekonomika, strategiuli dagegmva, finansebi, aRricxva, marketingi, gaZRolis tradiciuli swavleba da sxv. igi ar aris moraluri standartebis ubralo nakrebi, aramed biznesSi dasaqmebuli adamianis winaSe mdgari problemebis analizisa da gadawyvetis instrumentia. biznesis eTika, rogorc mecnierebis sagani, XX saukunis 70-ian wlebSi aSS-Si Camoyalibda. am periodSi samecniero presasa da saqmian samyaros Soris sul ufro metad SeimCneva erTsulovneba profesional biznesmenTa eTikuri cnobierebis~ amaRlebis aucileblobis Taobaze. zogierTi specialisti sazogadoebis winaSe korporaciebis pasuxismgeblobis~ amaRlebis aucileblobaze msjelobs. zogierTi ki yuradRebas amaxvilebs korufciis gaxSirebul SemTxvevebze rogorc samTavrobo biurokratiis, ise firmis (korporaciebis) warmomadgenlebis mxridan. 75

XX saukunis 80-iani wlebis dasawyisSi biznesis eTika specialistebis Seswavlis umniSvnelovanesi sagani gaxda. biznesis eTikaze uamravi wigni gamoica da aSS-s biznesis skolebis umetesobam is Tavis saswavlo programebSi CarTo. eTikuri cnobierebis xarisxis amaRlebis aucilebloba gansakuTrebiT TvalsaCinoa Tanamedrove biznesSi momxdari istoriuli cvlilebebis fonze: pirveli _ korporaciulobis donis amaRlebisa da meore _ informaciuli revoluciis fonze. rogorc aRiniSna, XX saukunis meore naxevarSi korporaciebis raodenobis mniSvnelovan zrdas hqonda adgili. amJamad msoflios umetes qveyanas nebismieri msxvili korporaciis yovelwliur Semosavalze naklebi mSp gaaCnia. ase magaliTad, jer kidev 80-iani wlebis bolos Exxon Corporation~-is yovelwliuri Semosavali aRemateboda koreis, an indoneziis mSp-s; Royal Dutch Shell~-is wliuri Semosavlebi ufro maRalia, vidre belgiis, CexeTis an argentinis mSp; General Motors~- is mTliani wliuri Semosavlebi avstriis mSp-s aRemateba; Mobil~-is Semosavlebi daniis da fineTis mSp-s aRemateba; Ford Motor Company~-is yovelwliuri Semosavlebi metia tailandis mSp-ze da sxv. [94, c. 60]. Tanamedrove korporaciebis erT-erTi naklia biurokratiuli organizaciuli struqturebis gardauvali zrda. amasTan, izrdeba biurokratiuli struqturebisTvis damaxasiaTebeli tendencia, romelic ierarqiulad zemdgomi pirisadmi usityvo morCilebaSi mdgomareobs. es tendencia Trgunavs pirad iniciativas, amasTan, uamrav eTikur problemas uqmnis im pirebs, romlebic pasuxismgebelni arian gadawyvetilebebis miRebaze. es, Tavis mxriv, ganapirobebs iseT viTarebas, rodesac kargi da patiosani adamianic ki cud da uRirs saqciels sCadis, Tumca, es korporaciis sakeTildReod keTdeba. Tanamedrove biznesis organizaciaSi meore istoriuli cvlileba informaciuli revoluciaa. kompiuteris SeqmnasTan erTad cxovreba dedamiwaze Zirfesvianad icvleba. kompiuterma namdvili informaciuli revolucia moaxdina, man gacilebiT meti zegavlena moaxdina sazogadoebaze, vidre samrewvelo revoluciam XVIII saukuneSi. biznesis Tanamedrove profesionalebi _ informaciuli eris mTavari ideologebi pasuxismgebelni arian qcevis eTikuri kanonebis cxovrebaSi gatarebaze (zogjer maT kompiuterul eTikas, qselur eTikas da a.S. uwodeben). es ganapirobebs kidevac biznesis profesionalebis mier eTikis Seswavlis aucileblobas. rogorc aRvniSne, biznesis eTika aris samecniero disciplina, romelic saqmian cxovrebaSi eTikuri principebis gamoyenebas Seiswavlis (ix. naxati 5).

m al i s or Teor i a

b zn s i esi eTi ka
f si q ol ogi a

m enej m i ent

ekonomka i

naxati #5. biznesis eTikasa da mecnierebis sxva sferos Soris urTierTdamokidebuleba.

76

biznesis eTikaSi yvelaze ufro sayuradRebo sakiTxebia: biznesis (korporaciul) da universalur eTikas Soris urTierTobebi, organizaciis eTikuri donis amaRlebis saSualebebi, religiuri da kulturuli faseulobebis zegavlena ekonomikur qmedebaze da sxv. tradiciulad biznesis eTikas makroeTikad da mikroeTikad yofen. makroeTikis qveS igulisxmeba biznesis eTikis is nawili, romelic moralur urTierTobaTa specifikas ganixilavs, rogorc sazogadoebis socialuri da ekonomikuri struqturis makrosubieqtebs Soris urTierTobas: mTlianad korporaciebs Soris, saxelmwifos da sazogadoebas Soris, agreTve, mis nawilebs Soris. mikroeTikis qveS _ firmis (korporaciis) SigniT, korporaciebs Soris, da aqciebis mflobelebs Soris moralur urTierTobaTa specifikis gamokleva. makrosubieqtTa Soris moralur urTierTobaTa sistemaSi specialistebi or dones gamoyofen: horizontalurs da vertikalurs. horizontalur doneze ganixilaven moralur urTierTobebs erTnairi maxasiaTeblebis mqone subieqtebs Soris, sxvadasxva firmebs (korporaciebs) Soris; vertikalur doneze moralur urTierTobebs subieqtebs Soris, romlebsac sxvadasxva maxasiaTebeli da Tvisebebi gaaCniaT. magaliTad, urTierTobebi saxelmwifosa da korporaciebs Soris; korporaciebsa da sazogadoebas Soris, korporaciebsa da garemos Soris. adamianebis umravlesoba eTikur gadawyvetilebebs mikrodoneze iRebs, e.i. roca adamiani pasuxismgebelia Tavis qmedebaze da iRebs gadawyvetilebebs, romelic exeba kolegebs an mcire dajgufebas. magram, zogierTi adamiani adre Tu gvian gadawyvetilebas iRebs makrodoneze, magaliTad, rodesac uSualod monawileobs saxelmwifos erovnuli politikis formirebaSi. II. 6. saqmiani eTikis safuZvlebi firma moqmedebs rogorc erTiani sistema, romelic Sedgeba sxvadasxva urTierTdakavSirebuli elementebisa da saqmiani monawileebisagan. esenia: menejerebi, Tanamflobelebi, mosamsaxureebi, momxmareblebi da mTlianad sazogadoeba. progresirebadi firmebis xelmZRvanelebi cdiloben, gaiTvaliswinon yvela saqmiani monawilis interesebi. Tumca, saqmian monawileebs Sorisac SeiZleba warmoiSvas interesTa konfliqti. magaliTad, Tu menejerebs mogebis amaRlebis mizniT uwevT xarisxis gauareseba. dRevandel dRes biznesi xelmZRvanelobs gacilebiT ufro rTuli eTikuri normebiT, vidre nebismier sxva dros. XIX saukunis bolos da XX saukunis dasawyisSi, mewarmeebs Soris dominirebs mosazreba, romlis Sesabamisad, biznesis erTaderTi daniSnuleba iyo mogebis miReba. gamoxatavda ra am sakiTxisadmi saerTo mosazrebas, rkinigzis industriis magnati, uiliam vanderbildi aRniSnavda: `eSmaksac wauRia xalxi! me vmuSaob aqcionerebze~ [268, p.3]. am periodSi muSebis umetesoba saqmianobda 60 saaTs kviraSi 1-2 dolaris safasurad. xolo is erTeulebi, romelnic cdilobdnen am sistemasTan brZolas, ematebodnen umuSevarTa rigebs. Caveat emptor _ `myidvelebo, iyaviT fxizlad~ _ aseTi iyo im drois ZiriTadi lozungi. `Tu yidulobT saqonels da gadaixadeT masSi fuli, pasuxismgebeli Tqvens moqmedebaze xarT mxolod Tqven~ _ aseTi iyo im epoqis midgomebi. ar arsebobda momxmarebelTa uflebebis damcveli organizaciebi da saxelmwifo dawesebulebi. aseTma mdgomareobam rig qveynebSi Jurnalistebis da publicistebis yuradReba miipyro. isini yovelmxriv cdilobdnen, emxilaT es sazogadoebrivad 77

mankieri, rig SemTxvevaSi ki saSiSi movlenebi. am Zalisxmevis Sedegad, msoflios wamyvan qveynebSi miRebul iqna kanonTa paketi (antitrestuli kanonmdebloba, kvebis produqtze kontrolis, vaWrobis Sesaxeb da sxva kanonebi), romlebic zRudaven kvebis produqtebisa da medikamentebis gamoyenebas. miuxedavad am reformebisa, didi represiis wlebamde mogebis miReba daSvebuli iyo nebismieri gziT, rac warmoadgenda biznesis ZiriTad masazrdoebel wyaros. 1929 wels aSS-Si adamianebi ganTavisufldnen biznesis brma morCilebisagan. maSin, rodesac umuSevrobis donem miaRwia 25%-s, daikarga rwmena `uxilavi xelis fenomenis~, avtomaturad marTuli kapitalizmis, ekonomikuri situaciis daregulirebis miznis mimarT, gaizarda zewola mTavrobaze. am periodSi msoflios rig qveynebSi miRebul iqna momuSaveTa, momxmarebelTa da investorTa dacvis kanonebi. ase magaliTad, aSS-Si prezident franklin ruzveltis zewoliT, kongresma miiRo socialuri dacvis kanonTa krebuli, romelTa Sesabamisad, muSebs miecaT sakuTari uflebebis dasacavad profkavSirebSi gaerTianebis ufleba, dadginda minimaluri xelfasis norma, SeizRuda kviraSi samuSao dReebis xangrZlivoba, miiRes arakeTilsindisieri konkurenciis, ukanono reklamis kanonTa krebuli, investorebis dacvis mizniT, Seiqmna fasiani qaRaldebis komisia. biznesisadmi ndoba gaizarda didi depresiis Semdgom wlebSi da sagrZnoblad amaRlda meore msoflio omis dasawyisSi. 50-ian wlebSi msoflioSi bizness, mTavrobasa da sazogadoebas Soris urTierToba sagrZnoblad daregulirda. 60ian wlebSi msoflios sazogadoeba gaaqtiurda sami: garemos dacvis, erovnuli usafrTxoebis, momxma-rebelTa, da samoqalaqo sazogadoebis uflebebis dacvis mimarTulebiT. sazogadoebrivi aqtivobis zrdis Sedegad, kompaniebi, romlebic angariSs uwevdnen am faqtors, sazogadoebrivi interesebis Sesabamisad axdendnen aqtiur cvlilebebs. sxva kompaniebs am cvlilebebis ganxorcieleba aiZula mTavrobam, an arasamTavrobo seqtorma. am cvlilebebis miuxedavad, Tanamedrove pirobebSi, adamianebi isev ver endobian bizness. sociologiuri gamokvlevebiT, gamokiTxuli sami adamianidan ori, miiCnevs, rom dRevandeli biznesis sfero ar iZleva mosaxleobis dasaqmebis garantiebs, ar iTvaliswinebs sazogadoebis intersebs, arasakmarisad iTvaliswinebs ekologiuri dabinZurebis problemebs, eweva arakeTilsindisier faswarmoqmnis politikas, moqmedebs eTikuri normebis dacvis gareSe. [149, p. 240]. firmebis xelmZRvanelebic ki miiCneven, rom saqmian samyaroSi ar aris daculi biznesis eTikuri normebi: aTi gamokiTxuli menejeridan rva Tvlis, rom biznesmenebi ar icaven eTikur normebs TavianT saqmian praqtikaSi, xolo erT meoTxeds miaCnia, rom am normebis dacva vnebs warmatebul karieras. [149, p. 237]. dominirebs azri imis Sesaxeb, rom problema mdgomareobs TviTon kapitalizmSi, romelic axdens Semdeg daSvebas: Tu adamianebi Tavi-suflebi arian TavianTi miznebis miRwevis saSualebebSi, isini damo-ukideblad unda wyvetdnen sakuTari biznesis beds: anu bazris `uxilavi xeli~ ufro kargad aregulirebs interesebs biznesSi, vidre kanonebi da wesebi. es daSveba SeiZleba amarTlebdes egoistur midgomebs biznesSi da im eTikur gadawyvetilebebs, romlebic gamomdinareobdnen principidan: `sicocxlisunariania is, vinc ukeT egueba garemos~. II. 7. biznesis socialuri pasuxismgeblobis filosofiuri safuZvlebi 78

Tanamedrove biznesSi yovelTvis rodia daculi eTikuri normebi. amasTan, korporaciebi Sedgebian ubralo adamianebisagan, romlebic TavianTi zneobrivi normebidan gamomdinare Rebuloben gadawyvetilebebs im SemTxvevaSi, Tu yvela korporaciaSi individi grZnobs pasu-xismgeblobas, eqvemdebareba zneobriv normebs, organizaciac warma-tebulia. mTavari aq aris is, rom yvela pirovnebam gaiTavisos misi moqmedebis Sedegebi da daeqvemdebaros swori arCevanis moTxovnebs. Znelia, gansazRvro is, Tu rogor unda moiqce konkretul situaciaSi. am problemisadmi erT-erTi midgoma mdgomareobs imaSi, rom SevadaroT Cveni qmedebebi sazogadoebis mier dadgenil wesebs. Cven religiur-eTikur kulturaSi isini asaxulia qristianul filosofiurreligiur normebSi bibliis saxiT. qristes mcnebebSi vkiTxulobT: `ara kac hkla~, `ara imruSo~, `ara iqurdo~, `ar gamoxvide cru mowmed Seni moyvasis winaaRmdeg, ar isurvo Seni moyvasis saxli, arc misi msaxuri da arc araferi rac Seni moyvasisaa~. ieso qadagebs: `ara puriTa erTiTa cocxlobs kaci, aramed RvTis piridan momdinare yoveli sityviT~.16 macxovari gvaswavlis: `sanTels rom aanTeb, WurWelqveS ki ar dgamen, aramed sasanTleze, yvelas gaunaTos saxlSi~.17 `ar arsebobs dafaruli, rom ar gacxaddes da arc ram damaluli, rom ar gamJRavndes~.18 `iTxoveT da mogecemaT, eZebeT da ipoveT, daakakuneT da gageRebaT~.19 qristianuli sarwmunoeba ar ganikiTxavs arc mdidar adamians da arc simdidris wesieri gziT mopovebas gmobs. didi sjulis kanonSi weria: `simarTliT SeZenili da sikeTisaTvis daxarjuli simdidre ar unda 5 davamciroT~. amasTanave sakuTriv simdidris mopoveba ar SeiZleba gaxdes adamianis cxovrebis erTaderTi mizani. ufali gveubneba `aravis ar SeuZlia or batons emsaxuros: an erTi unda sZuldes da meore uyvardes; anda im erTs SeeTvisos da meore daamciros. ver SeZlebT RmerTsac emsaxuroT da mamonsac~20 (`mamona~ siriulad simdidres niSnavs). amasTan erTad qristianuli sarwmunoebiT gaziarebulia azri, rom swavlis, sibrZnis, gonierebis, gamocdilebis gareSe SeuZlebelia simdidris SeZena, biznesis warmoeba. `bednieria is kaci, vinc hpova sibrZne da vinc goniereba SeiZina, radgan misi SeZena sjobs vercxlis SeZenas da misi mosavali xalas oqros~21 amitomac aris, rom umTavresi biznesis warmoeba, qristianuli eTikisa da moralis warmoebis dacviT, misi sazogadoebrivi pasuxismgeblobis amaRlebisaTvis da es morali adamianSi unda Camoyalibdes, rogorc Sinagani moTxovnileba misi ganviTarebis yvela safexurze. macxovari gvaswavlis: `gamouSviT bavSvebi da nu abrkolebT maT CemTan mosasvlelad, radgan magaTnairebisaa caTa sasufeveli~22 biznesmenebs unda axsovdeT, rom caTa sasufevelSi yovelive amqveyniuri fuli, simdidre, fufuneba ar arsebobs. darCeba mxolod saxeli, romelic adamians saukuno cxovrebas ganumzadebs, `radgan viciT, rom roca daingreva es Cveni miwieri saxl-karavi, Senoba gvaqvs caSi, xelTuqmneli saxli, saukuno~23

axali aRTqma da fsalmunebi, Tavi 4. gv. 5. maTes saxareba 5. gv. 8. 18 markozis saxareba 4. gv. 75. 19 maTes saxareba 7. gv. 13.. A 20 5. maTes saxareba 6. gv. 24. . marTlmadidebluri RvTismetyvelebis sruli enciklopediuri leqsikoni. t. I. gv. 346. m. 1992 (rus) 21 igavi 2:6-8, 3:13,14 22 maTes saxareba 19:14 23 maTes saxareba 5:7
16 17

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am religiur-eTikuri wesebis genialobis da dacvis aucileblobidan gamomdinare, TanamedroveobaSi arsebobs sami filosofiuri principi, romlebic gansazRvraven biznesSi moqmedebis siswores. es principebia: utilitarizmi, adamianis uflebebis pativiscema da samarTlianoba.24 utilitarizmi aris eTikuri gadawyvetilebebis miRebis filosofiuri principi, romlis safuZvelSic adamianis umravlesobisaTvis maqsimaluri sikeTis miReba devs. amdenad, menejeri, romelic eqvemdebareba am koncefcias, gansazRvravs yvela alternatiuli gadawyvetilebis zemoqmedebas dainteresebul mxareze da amis Sedegad Rebulobs gadawyvetilebas, romelic adamianis did jgufs maqsimalur kmayofilebas moutans. am midgomis mTavar Rirebulebas warmoadgens is, rom gadawyvetilebis mimRebs gaaCnia am gadawyvetilebis Sedegis ganWvretis unari. am gadawyvetilebebs unda moqondes sikeTe adamianTa umravle-sobisaTvis. meore midgoma mdgomareobs imaSi, rom is orientirebulia adamianis pativisa da Rirsebis uflebebis dacvaze. adamianis uflebebis dacvis filosofiuri principi niSnavs, rom biznesSi aucilebelia pativi vceT sxva adamianebis Rirsebas, uari vTqvaT nebismier gadawyvetilebaze, romelic laxavs maT. praqtikaSi es mJRavndeba imaSi, rom Tqven ar moatyuebT partniors da ar gamoiyenebT im meTodebs, romlebic aiZulebs mas imoqmedos sakuTari interesebis winaaRmdeg; pativs scemT adamianebis uflebas Seinaxon saidumlo an sajarod gamoTqvan azri; ar aiZulebT, gamovidnen TavianTi religiuri da eTikuri mrwamsis winaaRmdeg; ar dasjiT adamians samarTlisa da sasamarTlos gareSe. TanamedroveobaSi seriozulad JRers Sidsis infeqciis da narkomaniis problemebi. amasTan, civilizebuli kompaniebi cdiloben, pativi scen adamianis uflebas, ar gaamxilon is saidumloeba, romelic zians ayenebs kompaniasa da sxva adamianebis interesebs. samarTlianoba es aris eTikuri gadawyvetilebebis miRebis filo-sofiuri principi, romelic sikeTeTa gadanawilebis procesSi adamianTa uflebebze Tanabar pasuxismgeblobas efuZneba. es principi gulisxmobs, rom yvela adamians unda moveqceT erTnairad, rom sazogadoebrivi normebi Tanabrad Sesasrulebelia yvelasaTvis da isini, vinc zians ayeneben kompaniis interesebs, pasuxs unda agebdnen mis winaSe. amdenad, samarTliani gadawyvetileba misaRebia yvela mxarisaTvis _ patiosani, miukerZoebeli, gonivruli gadawyvetileba. es sami midgoma ara Tu gamoricxavs erTmaneTs, aramed piriqiT, rig SemTxvevaSi misaRebia erTdroulad samive midgomis gamoyeneba. kompaniebi cdiloben, miiRon iseTi gadawyvetilebani, romlebic daakmayofileben sazogadoebis umravlesobis moTxovnebs, riTac ar irRveva arc erTi adamianis ufleba. iziareben ra am filosofiur principebs, kompaniebi unda iTvaliswinebdnen ekonomikur sistemaSi Semavali sxva jgufebis interesebs. iseTebs, rogoricaa: sazogadoeba, momxmareblebi, muSakebi, investorebi. II. 8. biznesi da bunebrivi garemo aRsaniSnavia, rom biznesis eTikuri normebi unda aisaxos ekologiur garemoSi. kompaniebi xSirad zemogebis miRebis mizniT, arRveven ekologiur wonasworobas, riTac qmnian winapirobebs gakotrebisaTvis. aSS-s kompania _ `bizfoz nobel ink-i~ awarmoebda mRebav nivTierebebs.
24

Manuel Velasquez. Organization all states manship and Dirty Politics. Organizational Dinamics. 1983. Autumn 67-74.

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amasTan, sawarmoo narCenebi gahqonda iqve arsebul tyis masivSi, romelic aseve mis sakuTrebas Seadgenda. rodesac es faqti gamovlinda, kompanias daevala am narCenebisagan tyis masivis gawmenda, rac mas 60 milioni dolari daujda. kompaniis saqonelbrunva Seadgenda 30 milion dolars, ris gamoc is gakotrda. [106, p. 4]. rogoria kompaniis mier miRebuli gadawyvetilebebis Sedegebi? esenia: misi safinanso kraxi, damatebiTi umuSevroba. amasTan tyis masivi darCa dabinZurebuli, radganac misi gasufTaveba mTavari, damnaSavis mier ver moxerxda. amdenad, am situaciaSi ar arsebobs gamarjvebuli, erTnairad izarala sazogadoebamac da mwarmoebelmac. toqsikuri narCenebi ar aris bunebrivi garemos dabinZurebis erTaderTi wyaro. dRes msoflioSi erT-erTi mniSvnelovani problema aris agreTve atmosferos haeris dabinZureba. iseT maRalganviTarebul qveynebSic ki rogoricaa AaSS, inglisi, safrangeTi, 3-dan 2 moqalaqe yoveldRiurad sunTqavs haers, romelic ar Seesabameba ekologiur normebs, yovelive es iwvevs yovelwliurad 50 aTasi adamianis naadrev sikvdils. [161, pp. 27-42]. saqarTveloSi mdgomareoba gacilebiT mZimea. jandacvis saministros monacemebiT, haeris dabinZurebis maCvenebelma centralur qalaqebSi, gansakuTrebiT ki TbilisSi kritikul zRvars miaRwia, rac ganpirobebulia avtomanqanebSi arastandartuli araekologiuri sawvavis (mZime metalebis maRali Semcvelobis), realizaciam, romelic adamianebSi iwvevs onkologiur daavadebebs da sxva Tandayolil anomaliebs. ukanasknel wlebSi msoflioSi, gansakuTrebiT amerikaSi da evropaSi, aRiniSneba SeSfoTeba atmosferos dabinZurebis gamo. haeris dabinZureba adamianTa sikvdilianobis ZiriTadi risk-faqtori gaxda. erT adamianze evropaSi 36 kg myari Sewonili nawilakebi modis, xolo NNO2-is potenciuri zemoqmedebis qveS imyofeba evropis mosaxleobis 25%. jandacvis msoflio organizaciam daadgina, rom myari Sewonili nawilakebiT (PM) dabinZurebuli haeris gamo, yovelwliurad msoflioSi naadrevad iRupeba 800 aTasi, xolo evropaSi 290 aTasi adamiani. XX saukunis boloSi aSS-Si haeris dabinZurebiT gamowveulma zaralma 18 mlrd dolari Seadgina, inglisSi 250 mln funti-sterlingi, iaponiaSi 200 mln ieni. amitomac aris, rom es problema prioritetulia msoflios qveynebisaTvis. is aisaxa mraval saerTaSoriso programaSi, romelTa Soris mniSvnelovania msoflios jandacvis organizaciis mier evropis regionSi mimdinare `janmrTeloba _ 21~. programis me-10 amocanis Sesabamisad, 2015 wels regionis mosaxleobisaTvis unda Seiqmnas usafrTxo fizikuri garemo.25 saqarTvelos reliefuri pirobebi wina wlebSi qveynis teritoriaze aSenebuli sawarmoebis araracionaluri ganlageba, paraleluri avtosatransporto magistralebi, gzis safaris da avtotransportis aradamakmayofilebeli ekologiuri mdgomareoba da sxva ganapirobebdnen atmosferuli haeris dabinZurebasa da mosaxleobis janmrTelobis mdgomareobaze arasasurvel zegavlenas. saqarTvelos garemos dacvisa da bunebrivi resursebis saministros 2006 wlis monacemebiT, atmosferuli haeris dabinZurebaSi lideroben: ss zestafonis feroSenadnobTa qarxana (34,9%); Sps baTumis navTobterminali (16,5%); ss kaspicementi (11,2%); ss rusTavcementi (7,7%). mTlianobaSi ekonomikis sxvadasxva seqtoridan mavne nivTierebaTa gamofrqvevaSi pirvel adgilzea

garemos obieqtebis xarisxobrivi mdgomareoba saqarTveloSi da masTan dakavSirebuli zogierTi socialuri problema. saqarTvelos strategiuli kvlevebisa da ganviTarebis centris biuleteni #100, 2006 wlis seqtemberi, gv 5.
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naxSirJangi (CO-39%); meoreze _ meTani (CH4-21,6%); mesameze _ naxSirwyalbadi(CH- 20,5%); meoTxeze _ myari nawilakebi (6,3%).26 avtotransportis gamonabolqvebi moicaven 200-ze met mavne nivTierebas. kibos kvlevis saerTaSoriso saagentos monacemebiT, dizelis Zravis gamonabolqvi ufro Zlieri kancerogenulia vidre benzinis Zravis. 2005-2006 wlebSi Catarebuli gamokvlevebis Tanaxmad, Tbilisis centralur prospeqtebze manqanebis gamonabolqvSi tyviis koncentratebi 1,5-1,7 _ jer aWarbebda dadgenil higienur standartebs, amis gamo mosaxleobis sisxlSi tyviis raodenoba aRemateboda dasaSveb normas (10m kg/100ml) orjer (21,1 m kg/100ml-ze).27 haeris dabinZurebis yvelaze mZime forma es aris airebi, romlebic warmoiSoba naxSirwyalbadze mzis sxivebis zegavleniT (es aris gazebi, romlebic warmoiSoba bunebrivi saTbobebis wvis procesSi), meore forma es aris mJave wvimebi, rodesac azotis mJava Sedis reaqciaSi haerTan da warmoqmnis mJave wvimebs, romlebic anadgureben ekologiur garemos. es nivTierebani wrmoiqmneba im sawarmoebSi, romlebic iyeneben sawvavad qvanaxSirs. . [250, p. 6]. dReisaTvis erT-erTi mniSvnelovani problema aris dedamiwis irgvliv arsebuli ozonis damcavi Sris SeTxeleba, romelsac iwvevs qlorftornaxSirwyalbadi. es aris nivTiereba, romelic gamoiyeneba samacivro danadgarebSi gamacivebeli nivTierebis saxiT. agreTve mas Seicavs dezodorebi da samrewvelo spreebi. mecnierebi fiqroben, rom ozonis Sris Semdgomi SeTxeleba gamoiwvevs dedamiwaze totalur daTbobas, risi tendenciac ukve SeiniSneba. amis magaliTi 2005 wlis zafxulis sicxeebia, sadac temperatura 40-43 graduss aRwevda. msoflioSi msxvili kompaniebi yovelwliurad atmosferoSi uSveben 2,7 mln funtis odenobis qimiur narCenebs, romelsac emateba kompaniebis mier atmosferos dabinZureba. am nivTierebaTa didi nawili kancerogenuli Tvisebebis matarebelia. [16, p. 8]. msoflios erT-erTi urTulesi problema dRes aris wylis dabinZureba. mTel rig msxvil qalaqebSi umwvaves deficits ganicdian sasmel wyalSi, romelic moxmarebisaTvis vargisia. aseTi problemaa moskovSi da sxva qalaqebSi. aSS-is mecnierTa gaTvliT, tbebis da mdinareebis 10% dabinZurebulia. es problema sawarmoebis mier mdinareebSi da tbebSi narCenebis usistemo CaRvris Sedegad SeiZleba gamwvavdes. saqarTveloSi bolomde ar aris gansazRvruli sawarmoebis mxridan narCenebis wyalSi CaRvris monitoringis da umkacresi dacvis meqanizmi. es exeba baqo-sufsis navTobsadens da terminals, sadac navTobis zRvaSi gaJonvis faqtebi dafiqsirda. saqarTvelom, rogorc aTaswleulis deklaraciis xelmomwerma mxarem, erovnuli ganviTarebis strategiaSi aTaswleulis ganviTarebis uzrunvelyofis valdebuleba aiRo. aRniSnulma asaxva hpova 1991 wlis londonis mesame evropuli konferenciis oqmis _ `wyali da janmrTeloba~ xelmoweraSi. am dokumentis mixedviT, qveynis mosaxleobis wylis xarisxis da momaragebis strategiis mTavar mizans warmoadgens 2015 wlisaTvis yvela ojaxis uzrunvelyofa xarisxiani sasmeli wyliT. qveynis mosaxleobisaTvis centralizebuli wyalsadenis sistemiT mowodebuli wylis xarisxze Catarebuli gamokvlevebi cxadyofen, rom
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14 garemos obieqtebis xarisxobrivi mdgomareoba saqarTveloSi da masTan dakavSirebuli zogierTi socialuri problema. 27 iqve, gv 12.

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saqarTvelos mosaxleobisaTvis miwodebuli wyali ar Seesabameba saxelmwifo standartebs. qveynis qalaqebisa da raionebis 44%-is centraluri wyalmomaragebis sistemis damabinZurebel komponentebs Seadgenen: amiaki(7,6%), nitratebi (6,0-7,1%), toqsikuri cementebi (2,5%). am mizezebis gamo sxvadasxva infeqciebiT daavadebul avadmyofTa mkurnaloba 20002005 wlebSi saxelmwifos daujda: SigeloziT _ 34258-dan 310774 laramde, diareiT _ 186220-dan 391368 laramde, A - Ti hepatitis 3410893-dan 28 89943770 laramde. erT-erTi mniSvnelovani problema aris niadagis dabinZureba mavne nivTierebebiT, romelic janmrTelobisaTvis faruli safrTxeebis matarebelia. saqarTveloSi sabWour periodSi iqmneboda mavne narCenebis samarxebi, romlis mdgomareobis da monitoringis problema TanamedroveobaSi eWvis qveS dgas. mavne nivTierebebi, rogorc wesi, miwaSi arsebuli miwisqveSa wylebSi Serevis meSveobiT iwveven ekosferos dabinZurebas, rac saboloo jamSi aisaxeba adamianebis umZimes daavadebebSi. ekosistemis dabinZurebis problemebi gansakuTrebiT mwvaved dadga XX saukunis 60-iani wlebidan, rodesac ekologiam anu mecnierebam bunebis Sesaxeb, moipova popularoba. Tanamedrove pirobebSi saqa-rTveloSi funqcionirebs ramodenime aTeulobiT ekologiuri kanoni, romlebic aregulireben bunebisa da bunebrivi resursebis dabinZurebis normebs qveyanaSi. am mxriv, efeqturad funqcionirebs ekosistemaze zedamxedvelobis policiuri meqanizmic, romelmac bolo wlebSi Zireuli cvlileba ganicada. amasTan erTad, Tanamedrove civiluri biznesis samyaro gadadis ekologiuri zedamxedvelobis pirdapiri diqtaturis meTodebidan, sabazro marTvis meqanizmebze kvotis gayidvis.. am mxriv sainteresoa aSS-s gamocdileba, sadac calkeul kompaniebs miecaT ekologiuri dabinZurebis ufleba. meTodi mdgomareobs SemdegSi: kompaniebs ekologiuri zedamxedvelobis organoebi umtkiceben dasaSvebi dabi-nZurebis kvotebs, romlebic damokidebulia kompaniis warmoebis tipze da masStabebze. Tu kompania nebayoflobiT amcirebs ekologiuri da-binZurebis dones am limitze dabla, mas eZleva SesaZlebloba kvotis darCenili nawili miyidos sxva kompanias. dRes ukve seriozulad ganixileba dabinZurebis uflebebis erovnuli an msoflio bazis Seqmnis sakiTxi, radganac ukanaskneli astimulirebs kompaniebs, ufro swrafad gaataron ekologiuri reformebi. [135, p. 67]. ekologiuri dabinZurebisadmi Tanamedrove midgoma mdgomareobs imaSi, rom ekologiuri dacvis sakiTxebze danaxarjebi kompaniebma unda Seudaron Sedegebs. amaSi mdgomareobs inovaciaTa, socialur-ekonomikuri efeqtianobis dadgenis meTodikac.29 kompaniebis saqmianobis mravali saxea sazogadoebisaTvis mniSvnelovani, amasTan erTad, isini miiRwevian ekologiuri dabinZurebis xarjze. raSi mdgomareobs gadawyvetilebaTa alternativa? xangrZliv problemebze orientirebuli problemis gadawyveta mdgomareobs imaSi, rom SevuqmnaT bizness is maorientirebeli motivebi da SesaZleblobani, rom man daakmayofilos sazogadoebis es dualisturi midgomebi moTxovnis dargSi. dReisaTvis yvelaze perspeqtiuli mimarTuleba, romelsac iyeneben kompaniebi aris ara is, rom vebrZoloT ekologiuri dabinZurebis Sedegebs, aramed gamovavlinoT am dabinZurebis mizezebi da movaxdinoT maTi drouli neitralizeba, rac alternatiuli, ekologiurad sufTa teqnologiebis danergviT
28 29

biuleteni gv. 25. T. Sengelia, inovaciaTa socialuri efeqtianoba. qarTul-inglisurad, Tbilisi, 1998

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miiRweva. ase magaliTad, kompania `M3~ 1975 wlidan axdens daaxloebiT 1500 produqtis realizebas, romlebic mimarTulia ekologiuri dabinZurebis winaaRmdeg. aman kompanias moutana daaxloebiT 1 miliard dolaramde mogeba. [116, p.12].

II. 9. biznesi da momxmareblebi ekologiuri dacvis sakiTxebTan dakavSirebiT, sazogadoebis gaaqtiureba iyo motivatori imisa, rom amaRlebuliyo biznesmenTa pasuxismgebloba. momxmarebelTa uflebebis dacvis sferoSi 60-ian wlebSi msoflioSi fexs idgams momxmarebelTa uflebebis dacvis sazogadoebrivi moZraoba. am moZraobis gaaqtiurebam mewarmeebi aiZula, SeeqmnaT firmebSi momxmarebelTa saCivrebis ganxilvis ganyofilebebi an biuroebi, sistematurad Tvalyuri edevnebiaT am procesebze. rig qveynebSi es procesi xelisuflebis umaRlesi Stoebis yuradRebis centrSi moeqca. am mxriv niSandoblivia jon kenedis prezidentobis periodi, rodesac aSS-Si miRebuli iqna momxmarebelTa uflebebis dacvis axal kanonTa krebuli, e.w. momxmarebelTa `uflebebis bili~, romelic moicavs aTobiT kanons momxmarebelTa uflebebis dacvis sxvadasxva sferoebSi. es sferoebia: kvebis produqtebis da medikamentebis warmoeba, moxmarebaze kontroli, reklamis da samarko niSnis dacvaze orientirebuli kanonebis krebuli, saqonlis usafrTxoebis kanonebi, kreditis dacvis kanonebi, `uflebebis bilis~ mixedviT, momxmarebelTa uflebebis dacva SeiZleba ganxorcieldes uflebriv sivrceSi, romelic moicavs sam sferos: usafrTxoebis uflebas, informaciis miRebis uflebas, arCeviTobis da moTxovnis uflebas. usafrTxoebis ufleba usafrTxoebis uflebis Sinaarsi mdgomareobs imaSi, rom kompaniebma unda awarmoon iseTi saqoneli, romelic ar Seicavs momxmareblisaTvis raime safrTxes. msoflios qveynebSi am process akontroleben specialuri organoebi, romlebic am sferoSi aformeben kontraqtebs da akontroleben maT Sesrulebas. aseTi tipis risk-jgufis Semcvel saqonels miekuTvneba: avtomanqanebi, wamlebi, kvebis produqtebi, samedicino aparatura da sxva. xelisufleba saqonlisa da momxmareblis usafrTxoebaze awesebs sakuTar normebs, gansazRvruls sakanonmdeblo bazaSi, romlis darRvevas SesaZlebelia, mohyves sisxlis samarTlis pasuxismgebloba an bazarze gamowveuli saqonlis moTxovnis motivirebuli dacema, romelic aseve am dargSi saxelmwifo regulirebiT ganpirobebulia. ase magaliTad, kompania `audis~ mier gamoSvebuli avtomanqana _ `audi _ 5000~-is erT-erTi ZiriTadi maxasiaTebeli gaxldaT siCqaris CarTvis Sedegad swrafi aCqarebis meqanizmi, ramac gamoiwvia avtosagzao SemTxvevaTa mkveTri zrda. rodesac am informaciam gaJona teleeTerSi, mocemuli modelis gayidvebi mniSvnelovnad Semcirda da ori wlis Semdeg Tavdapirveli gayidvebis naxevari Seadgina. miuxedavad imisa, rom Tavdapirvelad firma amas mZRolebis uyairaTobiT xsnida, mas mainc mouwia am tipis avtomobilebis gamoSvebis Sewyveta da gadacemaTa kolofis srulyofa. specialistebis azriT, am faqtorma `audis~ tipis avtomobilebis mimarT momxmarebelTa uaryofiTi fsiqologiuri ganwyobis formireba moaxdina, ris gamoc firmas xuT wlamde 84

dasWirdeba mis mier gamoSvebuli produqciis reputaciis aRdgenisaTvis. [190, p. 3]. informaciis miRebis ufleba erT-erTi meTodi, rom momxmarebeli davicvaT mavne saqonlisagan, aris iarliyze an SefuTvaze imis miTiTeba, Tu ramdenad saSiSia is adamianisaTvis. Tu misi moxmarebis safrTxe didia, maSin aseT gafrTxilebas moiTxovs msoflios universalizebuli kanonmdebloba. magaliTad, Tambaqos mwarmoebeli firmebi kolofze warweriT gva-frTxileben Tambaqos mowevis mavneblobis Sesaxeb. aseTi gafrTxlebebi momxmareblisaTvis dualisturi xasiaTis matarebelia. marTalia, isini icaven mwarmoeblebs sisxlis samarTlisagan, magram ar icaven momxmareblebs am produqciis gamoyenebisagan. amis magaliTia agreTve sabavSvo saTamaSoebze asaxuli iarliyebi, sadac miTiTebulia Tu, romel asakSi SeiZleba gamoiyenos es saTamaSo bavSvma. miuxedavad am miTiTebebisa, saSualod yovelwliurad 12 aTasi bavSvi Rebulobs am mizeziT sxvadasxva tipis travmebs. [191, p. 12]. momxmareblebs aqvT ufleba, icodnen Tu risgan Sedgeba saqoneli da ramdenad mavnebelia is janmrTelobisTvis. msoflioSi Seqmnilia organizaciebi, romlebic axorcieleben zedamxedvelobas ara marto saqonlis janmrTelobisaTvis mavneblobis sakiTxTa kontrolze (aseTia saqarTveloSi soflis meurneobis saministroSi _ sasursaTo usa-frTxoebis, jandacvis saministroSi medikamentebze kontrolis orga-noebi) aramed, momxmareblisaTvis informaciis swor miwodebazec. ase magaliTad, aSS-is sanitaruli zedamxedvelobis organizaciam akrZala forToxlis wvenis `sitrus xillis~ gavrceleba kompania `proqter end gvembelis~ mier mxolod im mizezis gamo, rom sityva fresh inglisurad axals niSnavs, rac miuRebelia im produqtebisaTvis, romlebic moicavs koncentratebs. es organizacia dauSveblad miiCnevs produqciis etiketebze iseTi warwerebis arsebobas, rogoricaa `msubuqi~, `xolesterinis dabali Semcvelobis~ da sxva, rac faqtobrivad momxmareblis dezorientacias, axdens xSir SemTxvevaSi SecdomaSi Seyavs igi.

arCeviTobis ufleba biznesi reagirebs arCeviTobis uflebaze gaognebas iwvevs. saqonlis is raodenoba, romelic warmodgenilia samomxmareblo bazarze amasTan erTad, yvela momxmarebels aqvs ufleba, airCios is saqoneli, romelic pasuxobs mis maRal samomxmareblo moTxovnebs. biznesis Tanamedrove midgoma am sakiTxebSi gamoixateba imaSi, rom mniSvnelovnad amaRlda TviT produqciis mwarmoeblis pasuxismgebloba am sferoSi. ase magaliTad, msoflios bevr qveyanaSi cxramet wlamde asakis axalgazrdebisaTvis akrZalulia ludisa da spirtiani sasmelis miyidva. aSS-is kompaniebi ewevian reklamas, sadac afrTxileben mZRolebs Tu ra Sedegi SeiZleba gamoiwvios alkoholuri sasmelebis gamoyenebam. kinogaqiravebis sistemam SemoiRo reitingebi, romelic orientirebulia auditoriis asakobriv cenzze. amdenad, biznesis eTikuri normebi msoflios civilizebul samyaroSi imdenad amaRlda, rom kompaniebi TviTonve astimulireben momxmareblebs, sworad gamoiyenon maT mier damzadebuli produqcia. momxmareblis uflebebi farTovdeba im TvalsazrisiTac, rom kompaniebis umetesoba qmnis im specialur satelefono 85

xazebs, sadac gaTvaliswinebuli iqneba maTi pretenziebi. kompaniaTa umravlesoba astimulirebs momxmarebelTan ukukavSirs, radganac is iZleva SesaZleblobas, ara mxolod Seiswavlon azri maTi produqciis Sesaxeb, aramed gaiTvaliswinon is Secdomebic, romlebic daSvebulia produqciisa Tu momsaxurebis relizaciis procesSi. aq, rasakvirvelia, didi datvirTva gaaCnia arasamTavrobo seqtors. msoflios qveynebSi cnobilia iseTi organizaciebi, rogorebicaa `momxmarebelTa uflebebis dacvis liga~, `momxmarebelTa amerikuli federacia~ da sxva, romlebic TavianT yoveldRiur saqmianobaSi ewevian momxmarebelTa ara marto uflebebis dacvas, aramed im faqtebis saaSka-raoze gamotanas, romlebic dakavSirebulia momxmarebelTa uflebebis darRvevasTan. II. 10. dasaqmebis sferoSi Tanabari uflebebis stimulireba msoflioSi dRes uamravi adamiani ganicdis diskriminacias dasaqmebis sferoSi. amis naTeli magaliTi aris ruseTi, sadac adamianebi diskriminacias erovnuli ganicdian, religiuri, rasobrivi niSniT. aSS aris qveyana, romelic yvelaze metad, arsebul Rirebulebebs Soris, aRiarebs adamianis uflebaTa dacvisa da ekonomikuri Tavisuflebis Rirebulebas. miuxedavad amisa, am qveyanaSic mwvaved dgas dasaqmebis sferoSi diskriminaciis problema. diskriminacias gaaCnia Tavisi sazogadoebrivi motivatoric. ase magaliTad, aSS socialur umciresobebs (afrikelebs, laTinoamerikelebs, aziuri warmoSobis amerikelebsa da sxv.) naklebi Sansi gaaCniaT miiRon kvalificirebuli samuSao, radganac isini ar cdiloben miiRon Sesaferisi ganaTleba da Tu isini ar Rebuloben Sesabamis ganaTlebas, ver Souloben maRalanazRaurebad da kvalificirebul samuSaos. am sqemidan Cans, rom aSS-Si 1995-2005 wlebSi dasaqmebis TvalsazrisiT gaTanabrebis procesi mimdinareobs. msoflios wamyvan qveynebSi dasaqmebis stimulirebis sakiTxebisadmi arsebobs ormxrivi midgoma: mravalerovan qveynebSi arseboben imis momxreebi, rom erovnuli umciresobani unda gauTanabrdnen dasaqmebis sferoSi erovnul umravlesobebs. meore midgomis momxreebi emxrobian am sakiTxSi saxelmwifo Caurevlobis politikas. pirveli koncefciis momxreebi mouwodeben xelisuflebas im specialuri programebis realizaciisaken, romlebic xels Seuwyoben erovnul umciresobebs samsaxurebrivi karieris zrdaSi. saxelmwifo Caurevlobis koncefciis Tanaxmad, yvela adamiani unda Sefasdes misi damsaxurebis mixedviT, misi rasis, sqesis, religiuri mrwamsis Tu asakisagan damoukideblad. maTi azriT, erovnuli umciresobebisaTvis SeRavaTebis daweseba ar Seesabameba dasaqmebis sferoSi biznesis interesebs, is iwvevs adamianebisaTvis ormagi standartebis dawesebas, radganac kompaniebs mouwevT gaiTvaliswinon ara mxolod biznesis interesebi, aramed sxva faqtorebic dasaqmebis sferoSi, rac ar pasuxobs Tavisufali biznesis moqmedebis wesebs. im sakiTxTan mimarTebiT, Tu ramdenad Sors SeiZleba wavides dasaqmebis sferoSi erovnul umciresobaTa mxardaWeris politika, msoflioSi ar aris miRweli sazogadoebrivi konsensusi. qvemoT warmodgenilia damqiravebelTa mxridan erovnul umciresobaTa mxardaWeris is zomebi, romlebic gaziarebulia saerTaSoriso samarTlis normebiT:

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1. kompaniebs SeuZliaT, ganaxorcielon specialuri programebi orientirebuli qalebis an sxva umciresobaTa dasaqmebaze. cdiloben moaxdinon am sferoSi balansis dadgena. 2. umciresobaTa mxardaWeris specialuri RonisZiebebi: sasamarTloebs SeuZliaT, aiZulon kompaniebi samuSaoze ayvanis procesSi Sewyviton umciresobaTa diskriminacia. 3. kvotebi: SesaZleblia dawesdes dasqmebis kvotebi erovnul umciresobaTa kategoriebis mixedviT. ukanaskneli 20 wlis ganmavlobaSi mxardaWeris politikis safuZvelze momuSave qalebis mdgomareoba safuZvlianad Seicvala. 60-ian wlebSi msoflio feministurma moZraobam moicva, ramac gazarda qalebis motivacia samsaxurebrivi karieris saqmeSi. dRes qalebi met dros xarjaven profesiul swavlebaze, Seicvala sqesobrivi niSniT xelfasis struqtura. mowinave qveynebSi qalebi erTidaimave samuSaoze igive xelfass Rebuloben, rasac mamakacebi. amasTan erTad, DdResac SenarCunebulia barieri qalisa da mamakacis dasaqmebis sakiTxSi. mamakacebi dominireben mTel rig wamyvan Tanamdebobebze. ase magaliTad, iseT civilizebul qveyanaSic ki rogoric CrdiloeT amerikaa msxvil kompaniebSi yoveli 100 umaRlesi menejeris Tanamdebobidan mxolod 3 uWiravT qalebs. [107,p.11]. saqarTveloSi es maCvenebeli gacilebiT maRalia. samsaxurebrivi karieris TvalsazrisiT, qalebs 2 jgufad yofen: pirveli _ is mandilosnebi, romelTac miaCniaT, rom samsaxurebrivi kariera aris cxovrebis ZiriTadi prioriteti da is mandilosnebi, romlebic proporciulad anawileben dros ojaxsa da karieras Soris. sociologiurma gamokiTxvebma daadastura, rom Tanamedrove civi-lizebul samyaroSi prioriteti eniWeba meore tipis qalebs. [107, pp. 40-48]. arsebobs kidev erTi metad seriozuli problema, romelic warmoiSoba momuSave qalebTan mimarTebaSi. es aris seqsualuri Zaladoba (anu iseTi moqmedeba, romlis Sedegadac qalebi samuSaoze ganicdian seqsualur zewolas) Tanamdebobrivi zrdis sferoSi. aSS-is gamokiTxvebiT respondentebis umravlesobam daadastura, rom aTi gamokiTxuli respodentidan 4 awydeba samsaxurebrivi movaleobis Sesrulebis procesSi am problemas, amasTan, mxolod 5%-s gamoaqvs es faqtebi saaSkaraoze. [251, pp. 11-14]. Tanamderove korporaciebi `naniveli~, `diuponi~ da sxva miekuTvnebian im komopaniaTa ricxvs, romlebmac gaaZlieres TavianTi midgomebi am movlenis SezRudvis TvalsazrisiT, rac gamoixata sxvadasxva formis treiningebis Catarebasa Tu samaxsovroebis gamoSvebaSi. msoflio qveynebSi dReisaTvis seriozulad dgas Sromis usafrTxoebisa da jandacvis problema. wamyvani qveynebis mTavrobebi am mimarTulebiT amuSaveben specialur programebs. es motivirebulia ramodenime mizeziT: erTis mxriv sazogadoebrivi warmoebis donis zrdasTan erTad izrdeba zrunva sakuTari muSakebis janmrTelobaze, da meores mxriv, kompaniebi mniSvnelovnad zaraloben im kompensaciis gamo, romelsac isini ixdian sawarmoo travmebis zrdis gamo. ase magaliTad, kompania `alkoam~, romelic aSS-Si awarmoebs alumins, gaaumjobesa ra Sromis usafrTxoebis maCvenebeli 25%-mde, 3 weliwadSi miiRo damatebiTi ekonomia 10-12 aTasi dolaris odenobiT. rac imaze metyvelebs, rom dRes saerTaSoriso kompaniebisaTvis ufro momgebiani xdeba zrunva Tana-mSromelTa jandacvaze, vidre zemogebis miRebis mizniT janmrTe-lobisaTvis saSiSi Sromis pirobebis Seqmna. II. 11. biznesi da investorebi 87

msoflioSi erT-erTi mwvave eTikuri problema aris biznesis warmoeba patiosnebisa da moralis CarCoebSi. dReisaTvis calkeul kompaniebSi izrdeba kerZo investiciebi. cnobilia isic, rom investorebis ZiriTad mizans Seadgens dividentebis zrda. am dilemidan gamomdinare, nebismieri gza, romelic dakavSirebulia investorebis kanonieri mogebis SezRudvasTan, ewinaaRmdegeba biznesis eTikur normebs. investorebis motyuebis yvela xerxidan yvelaze gavrcelebulia ori ZiriTadi: investiciebiT manipulireba da mogebis an aqtivebis arakanonieri mopoveba, romelsac Tan sdevs investiciebidan miRebuli mogebis Semcireba. yovelwliurad msoflioSi aTasobiT adamiani xdeba investiciebiT manipulirebis msxverpli. amis naTeli magaliTia saqarTveloSi 90-iani wlebis dasawyisSi ganviTarebuli movlenebi, rodesac aTeulobiT mcire sakredito organizacia, satrasto kompaniebi awarmoebdnen ararsebul kapitalSi investiciebis, mosaxleobis saxsrebis Cadebas, ris Sedegadac am gziT akumulirebuli Tanxebi, xSir SemTxvevaSi, qreboda am kompa-niebis xelmZRvanelebTan erTad. aseTi gza gavrcelebulia civilizebul qveynebSi. ase magaliTad, AaSS-Si adamianebi yovelwliurad 1 mlrd dolarze mets deben ararsebul kompaniebSi, mSeneblobebSi da a.S. afiora aris agebuli e.w. `piramidis principze~, rodesac erTi jgufis investorebis mier Setanili Tanxa nawilobriv gaicema meore jgufis investorebze, rac TiTqosda uzrunvelyofs maT dividentebs. buRaltruli aRricxvisadmi aseTi `SemoqmedebiTi~ midgoma ararsebul kompaniebs SesaZleblobebs aZlevs, xanmokle periodiT warmarTon TavianTi saqmianoba. calkeul xelmZRvanelebs gaaCniaT SesaZlebloba, piradi gamdidrebis gziT gamoiyenon fuladi resursebi, romlebic kompaniaSi inve-storebisagan Semodis, miTumetes, rom kompaniis menejers aqvs uamravi arapirdapiri SesaZlebloba am ukanono gziT moipovos fuladi saxsrebi. am TvalsazrisiT, erT-erTi gansakuTrebulad xSirad gamoyenebuli mimarTuleba aris TaRliTuri operaciebi danaxarjTa muxlebis mixedviT. meore gza aris miwodebis fasis xelovnuri aweva da am gziT miRebuli sxvaobis gadanawileba mimwodebelsa da mwarmoebels Soris. ukanasknel wlebSi sul ufro fexs idgams Sida informaciiT vaWrobis praqtika, anu kompaniebis muSakebi moipoveben samsaxurebriv informacias im mogebis Sesaxeb, romelic miiReba aqciebze fasebis cvlilebis Sedegad, rac `yidva-gayidvis~ obieqti xdeba. aseTi tipis saqmianoba ewinaaRmdegeba kanonmdeblobas, magram misi gamovlena metadre Znelia. rodesac kompaniebis finansuri mdgomareoba rTuldeba, rig SemTxvevaSi aqciebis gayidva bazarze pirveli rigiTobiT xdeba im menejerebis mier, romlebic am informacias floben, rac SemdgomSi rTul mdgomareobaSi ayenebs aqciebis im mflobelebs, romlebsac ar gaaCniaT informacia kompaniis mogebis Sesaxeb, rac aseve ver Tavsdeba biznesis warmoebis eTikur CarCoebSi. mogebis maqsimizaciisaken ltolvaSi kompaniebi iyeneben kanoniT dauSvebel sxvadasxva meTodebs. kanoniereba da eTikuroba calkeuli menejerebisaTvis urTierTgamomricxavi cnebebia. SeuZlia Tu ara kompanias misces qrTami kontraqtis lobirebisaTvis sazRvargareTis Tanamdebobis pirs, rasakvirvelia es ewinaaRmdegeba kanons, Tumca calkeuli kompaniebi am MmeTods mimarTaven.

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metad gavrcelebulia msoflioSi samewarmeo dazverva. rigma kompaniebma ukanaskneli mogebis aramarTlzomierebis gamo safuZvliani zarali ganicades. ase magaliTad, sasamarTlos gadawyvetilebis saxiT kompania `jonson end jonsons~ daevala gadaexada kompania `zm~-isaTvis 113 mln dolari, radganac man 20 aTasi dolarad Seisyida kompania `jonson end jonsonis~ erT-erTi ukmayofilo TanamSromlisagan kompania ~zm~-is axali, jer kidev daunergavi teqnologia. [165,p.10]. `jeneral eleqtriks~ sasamarTlo gadawyvetilebiT daevala gadaexada 10 mln dolaris jarima samxedro kontraqtis xelovnuri gabervis gamo. [138.p.10] 7,6 milioni dolariT dajarimda kompania `kraisleri~, romelic Zveli manqanebs maTi modernizaciis Semdeg yidda, rogorc axlebs. [165,p.8]. es magaliTebi mowmoben imas, rom biznesis sferoSi daSvebulia mxolod is, rac ar ewinaaRmdegeba saxelmwifos mier dadgenil samarTlis normebs. zemogebis miRebis survili aiZulebs gamWriax menejrebs, eZebon misi miRebis yvela kanonieri Tu ukanono gza, rac xSir SemTxvevaSi, rogorc kompaniebisaTvis aseve menejrebisasTvis uaryofiTi SedegebiT Tavdeba. sad gadis sazRvari qrTamsa da dasaCuqrebas Soris? Tu qrTami aris kriminaluri biznesis forma, dasaCuqreba mTel rig qveynebSi miCneulia biznesis warmoebis meTodad. vTqvaT, samewarmeo mizniT gavemgzavreT mozambikSi. partniorTan faqtobrivad mivaRwieT SeTanxmebas, magram molaparakebebis bolos gairkva, rom is iTxovs dasaCuqrebas garkveuli Tanxis odenobiT, amasTan ar gaqvT survili gasceT Tanxa, raTa ar daarRvios biznesis warmoebis eTikuri normebi. sad gadis sazRvari kanonis darRvevasa da saqmian eTikas Soris, romelic akmayofilebs mocemuli qveynis tradiciebs. imisaTvis, rom gadavwyvitoT es amocana, aucilebelia, winaswar gavecnoT mocemuli qveynis tradiciebs. afrikisa da aziis qveynebis umetesobas gaaCnia tradicia, romlis Sesabamisad, biznesis warmoebis swor tonad aris miCneuli saCuqrebis gacvla. gamWriaxe biznesmeni unda ecnobodes am tradiciebs, raTa isini warmatebulad gamoiyenos eTikuri normebis daurRvevad Tavis sasargeblod. ganviTarebad qveynebSi saqmianobis warmarTvisaTvis aucilebelia, gaviTvaliswinoT tradiciis sami saxeoba, romlebic safuZvlad edeba am qveynebSi saqmiani eTikis normebs. esenia: `xSuli wre~, urTierT momsaxurebis sistema, saCuqrebis gacvla. ganviTrebad qveynebSi adamianebs miaCniaT, rom erTobliv bizness unda warmarTavdes mxolod im adamianebis wre, romlebic warmoadgenen erTmaneTis naTesavebs an axlo megobrebs. es aris `xSuli wre~, romelSic sxva `autsaiderebis~ adgili ar aris. mocemuli faqtoris gamoyeneba am qveynebSi biznesis sawarmoeblad mniSvnelovania imdenad, ramdenadac mocemul SemTxvevaSi `insaidebs~ icnoben da endobian. urTierT momsaxurebis sistemaSi biznesSi monawile ramodenime subieqts Soris SeiZleba damyardes iseTi myari kavSirebi, urTierT ndobis iseTi maRali niSnuli, rodesac erTi partniori mis mier warsulSi gaweuli momsaxurebis gamo, davalebulia meores winaSe amitom mas aucileblobis SemTxvevaSi Tamamad SeuZlia mosTxovos partniors raime saxis momsaxurebis gaweva. vTqvaT, mogeciT uangarod 1000 dolaris Tanxa biznesis gafarToebisaTvis. mdgomareobis stabilizaciis Semdgom, Tqven Cemi pirvelive moTxovnis Semdeg gagaCniaT realuri stimuli, rom momceT 2000 dolaris Tanxa anu, urTierTndobis faqtori am SemTxvevaSi Tavis dadebiT rols TamaSobs. 89

tradiciis mesame saxeoba aris saCuqrebis gacvla. saCuqrebis miReba gacilebiT metia, vidre ubralo Jesti. aRsaniSnavia isic, rom am tipis urTierTobani safuZvels udeben myar, xangrZliv, momavalze ori-entirbul, partniorul kavSirs. am dargis specialisti d. fedimeni wers: `saCuqrebi aris ubralod katalizatori. idealur pirobebSi es procesi unda gaxdes movlenaTa daumTavrebeli wre, romelic moicavs vizitebs, megobrul Jestebsa da momsaxurebas, romelic mTeli maTi cxovrebis manZilze~ mdinaresaviT miemarTeba erTi monawilidan meoresaken. amdenad, am meTodebis gamoyenebiT, biznesmenebma SesaZlebelia daimsaxuron ndoba, miiRon adgilobriv bazarze Tavisufali SeRwevis SesaZlebloba, ucxo sabazro garemoSi minumamde daiyvanon riski. am procesSi mniSvnelovania is, rom erTmaneTisagan ganvasxvavoT dasaCuqreba da qrTami. Tu afrikeli an azieli partniorebi moiTxoven garkveul Tanxas, aucilebelia dazustdes am Tanxis moculoba da mizani, rac ufro naklebia es Tanxa, miT ufro naklebad emTxveva is qrTamis Sinaarss. mniSvnelovania aseve is, rom gaarkvioT visTvisaa es Tanxa gankuTvnili. im SemTxvevaSi Tu is gadaecema mesame pirs an xelisuflebis warmomadgenels, is qrTamia. msxvil amerikul korporaciebs kargad aqvT damuSavebuli fuladi dasaCuqrebis meTodologia. isini ar aZleven fuls kerZo pirebs, aramed iZlevian uprocento subsidiebs saavadmyofoebis an skolebis mSeneblobisaTvis, uzrunvelyofen teqnikur daxmarebas, iZlevian samuSao adgilebs kompaniebis filialebSi, anu amiT mocemul qveyanaSi iqmneba biznesisisadmi keTilganwyobis atmosfero. amiT maT eqmnebaT dadebiTi imiji, maRali reputacia, rom saqmis warmoebisaTvis gaices qrTami. sazogadoebaSi im adgilobrivi Cinovnikebis avtoriteti, romlebic Rebuloben am subsidiebs mniSvnelovnad izrdeba. Sesabamis sferoSi codna aZlevs biznesmenebs saSualebas yovelgvari qrTamis gareSe warmatebulad awarmoon TavianTi saqme, rogorc sakuTari Tavis, aseve sazogadoebis sasargeblod. II. 12. biznesis eTikuri pasuxismgeblobis stimulireba msoflios kompaniebis umravlesoba pasuxismgeblobiT ekideba biznesis eTikur problemebs. bevri maTgani cdilobs, SeimuSaos am problemis regulirebis individualuri gadawyvetis gzebi. amasTan, biznesmenTa Soris arian iseTebic, romlebic am sferoSi danaxarjebs zedapirulad epyrobian. Tanamedrove kompaniebi damoukideblad amuSaveben biznesis eTikis kodeqss, romelSic asaxulia is principebi da Rirebulebani, romliTac isini gadawyvetilebaTa miRebis procesSi xelmZRvaneloben. Tanamedrove kompaniebi xarjaven didZal fuls imisaTvis, rom biznesis eTikuri normebis dacvis sferoSi ganaxorcielon momuSaveTa swavleba. firmaTa umravlesoba safuZvlianad ecnoba samuSaoze asayvani pirovnebis keTilsindisierebas. am mizniT, gamoiyeneba intervius meTodi, sadac specialistebi amowmeben samuSaos pretendentebis moralur Tvisebebs. es meTodebi gulisxmobs specialuri testebis gamoyenebas, romelTa Sedegebi cxadyofen pretendentis patiosnebas. rogorc wesi, aq gamoiyeneba Semdegi xasiaTis SekiTxvebi: `Tu Tqven dainaxeT, rom Tqveni kolega iparavs, SeatyobinebT Tu ar amis Sesaxeb xelisuflebis warmomadgenlebs~ an `eTanxmebiT Tu ara, rom moparoT damqiravebels aris igive, rom moparoT amxanags~.[280, p.117]. kompaniebis xelmZRvanelTa umetesoba aregulirebs TavianTi TanamSromlebis eTikur qcevas piradi magaliTiT. yovelwliurad amerikuli 90

korporaciebi qvelmoqmedebaze xarjaven 6 mlrd dolars. arian iseTi administratorebic, romlebic TavianTi drois nawils sazogadoebriv saqmianobas uTmoben. [281, p.8]. kompaniebi did adgils uTmoben korporaciuli pasuxismgeblobis problemas. isini ayalibeben struqturebs, romlebic sazogadoebriv kavSirze (PR), garemos dacvaze arian pasuxismgebelni. am struqturebis amocana mdgomareobs imaSi, rom korporaciis yvela qmedeba unda aigos socialuri pasuxismgeblobis principze. ase magaliTad, kompania `makdonaldSi~ arsebobs garemos dacvis sakiTxebSi vice-prezidentis Tanamdeboba. es kompania yovelwliurad 100 mln dolars xarjavs narCenebis SemcirebisaTvis. [157, p.14]. mTeli rigi kompaniebi iyeneben TavianT programebs bunebis dacvisaTvis. ase magaliTad, kompania `beni da jeri~ Tavisi namcxvris erTerTi saxeobis realizaciis Sedegad miRebul mogebas amazonis tyeebis dasacavad iyenebs. socialur pasuxismgeblobaze dafuZnebuli saqmianoba mniSvnelovan danaxarjebs moiTxovs. resursebis SezRudulobis gamo, kompaniebs ar gaaCniaTY saxsrebi, romlebic aucilebelia bunebis dacvis programis sruli amoqmedebisaTvis. amitomac aris, rom xSir SemTxvevaSi maT winaSe dgas alternativa, daxarjon es Tanxebi miznobrivad, bunebis dacvis programebisaTvis, Tu gamoiyenon isini sakuTari warmoebis masStabebis gasafarToeblad. dRes ar arsebobs mecnierulad dasabuTebuli norma-tivebi, romliTac kompaniebs SeuZliaT isargeblon am prioritetebis da-dgenis procesSi. mimoxilviTi SekiTxvebi: 1. 2. garemo? 3. 4. 5. 6. 7. 8. 9. 10. 11. ra gvevlineba biznesis samarTlebrivi regulirebis obieqtad? raSi mdgomareobs biznesis socialuri pasuxismgeblobis fi-losofiuri safuZvlebi? ra aris ultilitarizmis principi? ra igulisxmeba adamianis uflebebis dacvaSi? ra igulisxmeba samarTlianobis principSi? rogoria biznessa da bunebriv garemos Soris urTierTdamokidebuleba? rogoria xelisuflebis roli ekologiuri problemebis re-gulirebaSi? rogoria damokidebuleba biznessa da momxmareblebs Soris? rogor SegviZlia movaxdinoT biznesis eTikuri pasuxi-smgeblobis stimulireba? TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. ras moicavs biznesis mikro, makro da saerTaSoriso garemo? biznesis mikrogaremo moicavs: mimwodeblebs, momxmareblebs, konkurentebs, daqiravebul muSebs, kanonebs, saxelmwifo organoebs, profkavSirebs. makrodoneze erovnuli ekonomikis masStabebSi sameurneo subieqtebis saqmianobaze biznesi axdens irib, magram arsebiT zegavlenas. is moicavs 91 riT ganisazRvreba mewarmis Tavisuflebis xarisxi? ekonomikis romeli donis mixedviT SeiZleba ganvixiloT biznesis

qveynis ekonomikur mdgomareobas, bazris institutebs, sazogadoebrivi kulturis dones, politikur da saerTaSoriso faqtorebs. saerTaSoriso garemo irib zegavlenas axdens firmebze. erovnul ekonomikaze zegavlenis TvalsazrisiT is vlindeba sazRvargareTis investiciebis, importiorebis, erToblivi sawarmoebis saqmianobaSi. 2. biznesis samarTlebrivi sivrcis gardaqmnis formebi: biznesis samarTlebrivi sivrcis gardaqmnis formebia _ evoluciuri da revoluciuri. samarTlebrivi sivrcis evoluciuri gardaqmna gulisxmobs misi srulyofis Tamimdevrul, etapur process. revoluciuri gardaqmna gulisxmobs samarTlis arsebuli sistemis fuZemdebluri principebis ngrevas, axali sistemis Seqmnis safuZvelze. 3. gamoyaviT is oTxi sazogadoebrivi jgufi, romlis winaSe biznesi aris pasuxismgebeli? kompaniebs gaaCniaT pasuxismgebloba sazogadoebis, momxmareblebis, mosamsaxureebis da investorebis winaSe. 4. CamoTvaleT biznesis eTikuri problemebisadmi midgomis oTxi filosofiuri principi? eTikuri problemebis gadawyvetis procesSi kompaniebi SeiZleba daeyrdnon im religiur swavlebas, romelic gamomdinareobs qristianuli moralisagan _ ultilitarizms (maqsimaluri sikeTe adamianTa maqsi-maluri odenobisaTvis), adamianis uflebaTa dacvas (adamianTa Rirsebis pativiscemas) da samarTlianobas (sikeTeebis da pasuxismgeblobis samarTlian ganawilebas). 5. CamogviTvaleT momxmarebelTa oTxi ZiriTadi ufleba? momxmareblebs gaaCniaT usafrTxoebis, informaciis miRebis, arCeviTobis, TavianTi moTxovnebis dasmis ufleba. 6. CamogviTvaleT TaRliTobis is ori ZiriTadi gza, romlis gamoc investorebi ver Rebuloben TavianT mogebas? investorebi rCebian motyuebulni: 1) rodesac kompaniebi da calkeuli pirebi piradi angarebis mizniT axdenen investiciebiT manipulirebas. 2) kompaniis warmomadgenlebi sakuTari mizniT, iyeneben aqtivebs da investiciebs, riTac amcireben investorebis Semosavlebs. 7. CamogviTvaleT xuTi mimarTuleba, romliTac komopaniebi axorcieleben TavianTi eTikuri da socialuri pasuxismgeblobis realizebas? kompaniebi Rebuloben EeTikur kodeqss; unergaven TanamSromlebs maRali moraluri normebisadmi pativiscemis grZnobas; amowmeben misaRebi muSakebis patiosnebas; ewevian qvelmoqmedebas.

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biznesis organizaciis formebi

1. msxvili biznesi ufro xels uwyobda cxovrebis miRweuli donis Seqmnas, vidre xels uSlida. i. Sumpeteri 2. kapitalizmi _ es aris sistema, ro-melic aqezebs marjve da dakvi-rvebul gonebas, gaadidos maqsima-lurad zanti adamianebis umetesobis keTildReoba. l. mizesi 3. swrafva mogebisaken es aris swored is, rac resursebis yvelaze efeqtiani gamoyenebis saSualebas iZleva. f. a. haieki

am TavSi Tqven gaecnobiT: 2. individualur kerZo firmebs; maT Rirseba-naklovanebebs; amxanagobebis ZiriTad saxeebs; korporaciebis arss; korporaciebis marTvis formebs. 3. korporaciebis Serwymis process; firmebis Serwymis formebs.

1. firmebis mikuTvnebas ekonomikis seqtorisadmi; momsaxurebis sferos gafarToebis perspeqtivebs; sakuTrebis formebs biznesSi.

III. 1. warmoebis da momsaxurebis sferoSi dasaqmebuli kompaniebi 102

kompaniebi ekonomikis seqtorebis mixedviT iyofa 2 ZiriTad jgufad: I. momsaxurebis sferoSi dasaqmebul da II warmoebis sferoSi dasaqmebul kompaniebad. am Tu im kompaniis mikuTvneba ekonomikis seqtorisadmi ganisazRvreba imis mixedviT Tu ras awarmoeben isini: saqonels Tu momsaxurebas. momsaxurebis aris umniSvnelovanesia. calkeul qveynebSi is maprofilebelia. ase magaliTad, aSS-Si masze modis biujetis Semosavlis 70%. iaponiaSi 74%, germaniaSi 62%. [270,p.142] momsaxurebasa da warmoebas Soris urTierTkavSiri ar ganisazRvreba qveynis ekonomikaSi misi xvedriTi wiliT. orive seqtori urTierTavsebs erTmaneTs da warmoadgens erTi mTlianis organul nawils. mwarmoeblebs esaWiroebaT momsaxure firmebi, raTa SeZlon saqonlis yidva-gayidva. zRvari momsaxurebasa da warmoebas Soris araerTgvarovania. magaliTis saxiT SeiZleba ganvixvixiloT kompania `ai-bi-em~-i. am kompaniis muSakebis mcireodeni nawili fizikurad awarmoebs saqonels, momuSaveTa ufro didi nawili Cabmulia momsaxurebis operaciebSi, rac aisaxeba kompiuteruli sistemis individualur daproeqtebasa, Tu klientebis individualuri moTxovnilebebis SeswavlaSi. es saqmianoba sruldeba individualuri saqonlis realizaciis mizniT, anu Cven mas ver mivakuTvnebT momsaxurebis sferos. amasTan, am sferoSi ar mimdinareobs saqonlis warmoeba, anu is ar miekuTvneba warmoebis sferosac. momsaxurebasa da warmoebas Soris aq mkacri sazRvari ar arsebobs, radganac warmoebas axlavs momsaxureba. meore msoflio omis Semdeg momsaxurebis sfero gansakuTrebiT intensiurad ganviTarda. momsaxureba yvela qveynis, ekonomikaSi gansakuTrebul rols TamaSobs. 1940 wels am sferoSi dasaqmebuli iyo muSebis naxevarze meti. bolo wlebSi industriulad ganviTarebul qveynebSi izrdeba momsaxurebis xvedriTi wili. amis mizezi mdgomareobs imaSi, rom warmoebis srulyofam SesaZlebeli gaxada sawarmoo sferoSi Semcirebuliyo dasaqmebulTa xvedriTi wili. ukanasknelni dasaqmndnen momsaxurebis sferoSi (restornebis, iuridiuli momsaxurebis da sxva biznesSi), meore mizezi aris teqnikuri progresi. imis magivrad, rom msxvilma kompaniebma awarmoon sakuTari sakompiutero, samarketingo da sxva tipis momsaxureba, isini am amocanebis gadasawyvetad mimarTaven wvril an saSualo firmebs, romlebic specializdebian am sferoSi. momsaxurebis sfero dRes ise intensiurad viTardeba, rom sabanko seqtori, savaWro qseli da sarestorne biznesi aWarbebs moTxovnas. [252,p.5] amasTan, calkeul dargebSi momsaxurebis seqtors aqvs gansxvavebuli perspeqtiva. swrafad ganviTarebads dRes warmoadgens sacalo da sabiTumo vaWrobis sfero. aq aris warmodgenili rogorc wvrili saojaxo firmebi, aseve msxvili sabiTumo gamanawilebeli kompaniebi. amasTan, mimdinareobs wvrili firmebis etapobrivi gamoZevebis procesi am bazridan. maT enacvlebaT msxvili supermarketebi. msxvil sferod rCeba finansebi da dazRveva. aq aris warmodgenili, rogorc msxvili safinanso institutebi, aseve saSualo sadazRveo kompaniebi. ukanasknel aTwleulSi es seqtori intensiurad farTovdeba. transporti da komunikaciebi ukanasknel aTwledSi aseve mniSvne-lovnad ganviTarda da es privatizaciis erT-erTi Sedegia. aviakompaniebis Seqmna, eleqtrodistribucia Tu telekomunikaciuri sistemebi moiTxovs msxvil kapitaldabandebas. Cqari tempebiT viTardeba `sxva momsaxureba~. aq Sedis saparikmaxero salonebi, kerZo skolebi, saremonto saxelosnoebi, sastumroebi, samedicino kerZo dawesebulebebi, dasvenebis parkebi da sxva. 103

yvelaze didi perspeqtiva gaaCnia turizms, rogorc swrafad mzard da rentabelur dargs. sawarmoo seqtoris aRorZineba xdeba 90-iani wlebidan. aq dominirebs mSenebloba. es aris dargi, romelic yvelaze ufro reagirebs saprocento ganakveTebze. Tu saprocento ganakveTi maRalia, mSeneblobis moculoba ecema da piriqiT. III. 2. kompaniebis dayofa sakuTrebis formebis mixedviT sakuTrebis formebis mixedviT kompaniebi iyofa: 1)erTpirovnul mfobelobad da individualur firmad, 2) amxanagobad, 3) korporaciad. sakuTrebis samive formas aqvs Tavisi individualuri Tvisebebi, uaryofiTi da dadebiTi mxareebi. saqarTvelos kanoniT `mewarmeTa Sesaxeb~ dadgenilia sawarmooTa Semdegi organizaciul-samarTlebrivi formebi: 1. individualuri sawarmo; 2. solidaruli pasuxismgeblobis sazogadoeba; 3. komindaturi sazogadoeba; 4. SezRuduli pasuxismgeblobis sazogadoeba; 5. saaqcio sazogadoeba; 6. kooperativi. individualuri kerZo firma _ es aris is firma, romelic miekuTvneba erT pirovnebas, Tumca masSi SeiZleba dasaqmebuli iqnes ramodenime aTeulobiT adamiani. es aris saqmiani sawarmoos organizebis yvelaze iaffasiani da martivi forma. upiratesad, es forma dominirebs sacalo vaWrobis, momsaxurebis, saojaxo meurneobis sferoebSi. `mewarmeTa Sesaxeb~ kanonis Sesabamisad, individualuri mewarme ar aris iuridiuli piri, is Tavis ufleba-movaleobas axorcielebs, rogorc fizikuri piri. individualur kerZo firmas gaaCnia rigi upiratesobebi. yvelaze ZiriTadi aris is, rom aseTi firmebi martivia dafuZnebis TvalsazrisiT. mis Sesaqmnelad sakmarisia registracia. sakuTrebis am fo-rmaSi yvela saxeobis gadawyvetilebani (ra vawarmooT, vin davasaqmoT, rogor gavanawiloT mogeba da sxva) miiReba individualurad. kidev erTi upiratesoba am tipis firmebisa aris konfedencialoba. aseTi tipis sawarmoebis finansuri da sawarmoo mdgomareoba cnobilia mxolod sagadasaxado organoebisaTvis, anu am firmis mflobeli ar aris angariSvaldebuli sazogadoebis winaSe, rogorc es xdeba korporaciis SemTxvevaSi. aSS-Si, am tipis firmebs eZlevaT ufleba, gaxsnan bankSi e.w. `koka~ angariSi. am angariSze Cairicxeba am firmebis garkveuli Tanxebi, romlebic qmnian sapensio fonds. aseTi Semosavlebi ar ibegreba maTi angariSidan moxsnamde, rac SesaZlebelia mxolod pensiaze gasvlis Semdeg. miuxedavad imisa, rom individualuri sawarmo SeiZleba iyos nebismieri zomis, maTi umravlesoba miekuTvneba mcire bizness. aseTi tipis firmebs aqvT uaryofiTi Taviseburebanic. jer erTi, isini efuZvneba SedarebiT mcire kapitals da amitomac awydebian winaaRmdegobebs sesxebis aRebis SemTxvevaSi. amasTan, mcire sawarmoebs moklevadiani krediti miecemaT ufro maRali saprocento ganakveTiT, vidre msxvil korporaciebs. erTpirovnuli mmarTveloba niSnavs erTpirovnul pasuxismgeblobas firmis menejmentze. amdenad, firmis gafarToebis tendencia damokidebulia erTi piris talantsa da unarze, romelic, rogorc wesi, damoukideblad Rebulobs gadawyvetilebebs, rac faqtobrivad ar iZleva am gadawyvetilebaTa sxva pirebze gadanawilebis SesaZleblobas, anu am biznesis mTavari uaryofiTi Tviseba aris misi mflobelis 104

ganusazRvreli pasuxismgebloba. kanonis Sesabamisad firma da misi mflobeli aris gaigivebulia. nebismieri tipis danaxarjebze pasuxismgebeli aris mxolod am firmis mflobeli. uaryofiTia am saxis biznesis memkvidreobiToba, anu firmis mflobelis sikvdilis Semdeg misi biznesi gadaecema memkvidreebs, im SemTxvevaSi Tu biznesi agebuli iyo misi mflobelis talantsa da kvalifikaciaze eWvqveS dgeba misi momavlis sakiTxi. Tu arsebobs biznesis damoukidebeli dawyebis safrTxe, upriania misi riskis gadanawileba, anu misi dawyeba partniorTan erTad. aseT SemTxvevaSi iqmneba amxanagoba _ es aris ori an meti piris gaerTianeba erToblivi biznesis warmoebisa da erToblivi mogebis miRebis mizniT. amxanagobis SemTxvevaSi partniorebs Soris nawildeba yvela saxeobis valdebuleba dawyebuli amxanagobis marTvidan, damTavrebuli mogebis Tu zaralis gadanawilebamde. amxanagoba Tavisi masStabebis mixedviT, SeiZleba iyos rogorc mcire masStabebis sawarmo, romelsac marTavs ori an meti pirovneba, aseve mravalaTasiani transnacionaluri kompania. arsebobs amxanagobis sami ZiriTadi saxeoba. esenia: saerTo amxanagoba, romelSic yvela partniori Tanabari uflebebiT sargeblobs da aseve saerToa maTi pasuxismgebloba firmis winaSe. SezRuduli pasuxismgeblobis sazogadoeba (amxanagoba) sadac erTi an ramodenime adamiani gamodis firmis mTavar partniorebad, da mTlianad axorcieleben mis menejments, xolo sxva partniorebi arian mxolod investorebi da ar monawileoben firmis marTvaSi, amitomac ewodeba maT SezRuduli pasuxismgeblobis. mesame forma aris SezRuduli pasuxismgeblobis kvalificiuri amxanagoba _ romelic moqmedebs rogorc korporacia, romelsac aqvs ufleba gayidos partnioruli uflebebi safondo birJaze. individualur kerZo firmebs da amxanagobebs aqvT rigi upira-tesobebisa: jer erTi mewarmeobis am formebis Seqmna organi-zaciulad martivia. SedarebiT rTulia xelSekrulebis gaformeba, sadac gawerilia partniorebis uflebebi da movaleobani, rac moiTxovs damatebiT iuridiul konsultacias. amxanagobebis upiratesoba mJRavndeba imaSic, rom maT marTvaSi (menejmentSi) monawileobs ramodenime partniori da Sesabamisad, kargad SerCeuli gundis SemTxvevaSi, es qmnis warmatebuli biznesis perspeqtivas. amxanagobas upiratesoba gaaCnia individualur sawarmosTan SedarebiT kreditebis mopovebis TvalsazrisiTac, radganac valis gadaxdis valdebuleba Tanabrad nawildeba partniorebze da maT qonebaze. amxanagobis wevris gasvlis (sikvdilis) SemTxvevaSi advili xdeba axali partnioris moZebna, romelic axal stimuls matebs ukve arsebul bizness. amasTan erTad, amxanagobebs gaaCniaT naklovanebanic. misi ZiriTadi naklovaneba mdgomareobs amxanagobis wevrebis SeuzRudav pasuxismgeblobaSi. Tu romelime partniori dauSvebs seriozul profesiul an finansur Secdomas, masze pasuxs agebs amxanagoba mTeli misi qonebiT, rac qmnis biznesis gakotrebis safrTxes. Tumca dRevandel sadazRvevo praqtikaSi ukve SesaZlebeli xdeba finansuri riskebis dazRveva, rac damatebiT xarjebs moiTxovs biznesis stabilurobisTvis. kidev erTi naklovaneba aris is, rom biznesis erToblivi warmarTvis SemTxvevaSi izrdeba partniorebs Soris komfliqtebis warmoqmnis potenciuri SesaZlebloba. es dakavSirebulia imasTan, rom TiToeuli maTgani cdilobs, moeqces biznesis mmarTvelobis saTaveSi. `skamebisaTvis~ brZolis procesSi axalgazrda partniorebs Soris, rogorc wesi, warmoiqmneba `samewarmeo antagonizmi~, rac aseve xels uSlis biznesis warmarTvas. biznesis organizaciis yvelaze msxvili forma aris korporacia. Tanamedrove korporaciebi Camoyalibdnen XIX saukuneSi, rac dakavSi-rebuli iyo 105

samrewvelo revoluciis aRmavlobasTan, radganac am periodSi saWiro iyo kapitalis gamsxvileba, misi gaerTianeba msxvili proeqtebis ganxorcielebis mizniT. es proeqtebi imdenad mniSvnelovani iyo, rom maTi ganxorcieleba ar SeeZlo arc erT individualur mewarmes. amitom, aucilebeli gaxda biznesis wilebis gayidva, raTa yovel Cadebul dolarze mepaiebs mieRoT am biznesidan mogeba. mewileebi ar monawileoben korporaciis marTvaSi; amasTan, maT aqvT ufleba, kenWi uyaron im sakiTxebs, romlebic dakavSirebulia biznesSi maT interesebTan. imisaTvis, rom wili daculi yofiliyo riskisagan, maTi pasuxismgebloba ganisazRvreboda, mxolod maT mier Setanili pais farglebSi. am gadawyvetilebam gansazRvra is, rom rig wamyvan qveynebSi korporaciebi gadaiqca erovnuli ekonomikis wanyvan Zalad. sakano-nmdeblo da normatiuli bazis ganviTarebasTan erTad korporaciebma SeiZines maTi yvelaze msxvili mepaies atributebi. aseTi kompaniis da misi aqcionerebis an mflobelebis urTierTkavSirSi unda veZeboT korporaciebis Zlierebis ZiriTadi wyaro, radganac korpomarTva aris gancalkevebuli sakuTrebisagan da korporaciis mflobelebs SeuZliaT, gaanTavisuflon korporaciis menejeri, Tu isini aseT gadawyvetilebas koleqtiurad miiReben. amasTan erTad, radganac aqciebi SeiZleba gaiyidos an gadaeces memkvidreobiT, kompaniis mflobelTa Semadgenloba icvleba, magram misi marTvis struqtura ar ganicdis amiT adekvatur cvlilebebs. korporaciebi SeiZleba iyos saSualo da msxvili. aSS-is 500 korporaciis jamuri brunva Seadgens weliwadSi 2 trilion dilars, dasaqmebulTa ricxvi 12,4 mln. adamiania. mxolod `jeneral motorzSi~ aris 760 aTasi muSaki. [220,p.18]. korporaciebi SeiZleba iyos sxvadasxva tipis, rac asaxavs maTi ganviTarebis dinamikas. korporaciebi SeiZleba iyos saxelmwifo an kvazi saxelmwifo.30 saxelmwifo korporaciebs sxvadasxva qveyanaSi sxvadasxva daniSnuleba gaaCniaT. mag.: saqarTveloSi _ navTobis korporacia, ruseTSi _ rosenergo, rac gulisxmobs saxelmwifos mxridan garkveuli resu-rsebis gakontrolebas. aSS-Si aseTi korporaciebi iqmneba miznobrivad. mag.: adgilobrivi skolebis marTvis an Tundac teritoriuli erTeulis marTvis mizniT (mag. tenesis dablobis marTvis mizniT). kvazisaxelmwifo korporaciebi iqmneba komunaluri momsaxurebis, wylis, gazis miwodebis da sxva mizniT. kerZo korporaciebi _ es is korporaciebia, romlebic imyofebian kerZo pirebis mflobelobaSi. maTi mflobelebi ufleba-mosilebi arian Seisyidon aqciebi fasiani qaRaldebis bazarze. maT gaaCniaT mogebis zrdis ufro Zlieri stimulebi vidre saxelmwifo korporaciebSia. saxelmwifo da kerZo korporaciebi SeiZleba iyos, rogorc komerciuli aseve arakomerciuli. arakomerciul korporaciebs gaaCnia araekonomikuri miznebi, maTi amocanebi vrceldeba ganaTlebis, qvelmo-qmedebis da sxva sazogadoebriv interesebze. kardiologTa asociacia an Tundac harvardis universiteti, arakomerciuli korporaciebia. kome-rciuli korporaciebi iqmneba, raTa mogeba moutanon maT mflobelebs. korporaciebi ASeiZleba iyos Ria da daxuruli tipis. Ria tipis korporaciebi aqtiurad yidian TavianT aqciebs Ria bazarze. ukanasknels SeiZleba mivakuTvnoT, rogorc kerZo aseve kvazisaxelmwifo korporaciebi. daxuruli tipis korporaciebi ar yidian TavianT aqciebs Ria bazarze, anu sakuTar saxsrebs iyeneben warmoebis gafarToebisTvis an afinanseben biznesis ganviTarebas sabanko wyaroebidan. es aZlevs maT mflobelebs uflebas, srulad gaakontrolon TavianTi maT da icavs kompanias sakontrolo paketis gayidvisagan.
30

kvazi (laTinurad quasi TiTqosda), rac niSnavs aranamdvils.

106

garda aRniSnulisa, arsebobs profesiuli korporaciebi, romlebic ar miekuTvnebian Ria tipis korporaciebs, xolo maTi aqcionerebi bazarze yidian sxvadasxva tipis momsaxurebas (samedicinos, sainJinros, iuri-diuls). sxva tipis korporaciebs miekuTvnebaT e.w. S_ korporaciebi. es aris korporaciisa da amxanagobis hibridi. am SemTxvevaSi Semosavlebi da gasavlebi modis uSualod korporaciis mflobelebze. amasTan erTad S _ korporaciebis aqciebis, iseve rogorc Cveulebrivi korporaciebis aqciebis mflobelebs, gaaCniaT SezRuduli pasuxismgebloba. S _ korpo-raciebs gaaCniaT SezRudvebi. aSS-is kanonebiT am korporaciaSi ar SeiZleba Sediodes 35-ze meti aqcioneri, mas ar SeiZleba gaaCndes sxva korporaciis aqciebis 80%-ze meti da mas ar aqvs ufleba, Semosavlis 25%-ze meti miiRos pasiuri wyaroebidan, iseTebidan, rogoricaa ijara, ganakveTi da sxva. yvela korporacia aris damoukidebeli organizacia. Svilobili korporaciebi nawilobriv an srulad miekuTvneba sxva korporaciebs, romelTac dedobili kompaniebi ewodeba, ukanasknelni srulad akontroloben Svilobil korporaciebs. dedobili kompaniebis gansakuTrebuli tipi aris xoldingi, romelic ar ereva Svilobili kompaniis saqmianobaSi, aramed flobs mxolod aqciebs, rogorc investirebul kapitals. korporaciebi garda aRniSnulisa, gansxvavdebian biznesis adgilmdebareobis mixedviT. sazRvargareTis korporacia aris is firma, romelic eweva bizness erT qveyanaSi, xolo registrirebulia meoreSi. adgilobrivi korporaciebi aris is firmebi, romlebic ewevian bizness im qveyanaSi, sadac gaiares registracia da miiRes saqmianobis licenzia.

III. 3. korporaciebis struqtura da maTi marTva miuxedavad imisa, rom yvela korporacia ekuTvnis aqcionerebs, isini iSviaTad monawileoben mis marTvaSi. am funqciebs asrulebs direqtorTa sabWo, romlebsac niSnaven korporaciis mflobelebi (nax. #6). Teoriulad, aqcionerebi arian korporaciis marTvis mTavari subieqtebi. miuxedavad amisa, praqtikaze aqcionerebi, romlebic msxvil korporaciaSi SesaZlebelia iyeneben asobiT, Rebuloben mxolod rekomendaciebs korporaciis marTvis dargSi. amasTan erTad, calkeul aqcionerebs SeuZliaT moaxdinon zegavlena korporaciaze ufro didi zomiT, vidre sxvebs. mesakuTreTa nawili flobs aqciebis im wils, romelic ar aZlevs
aqcionerebi irCeven direqtorTa niSnaven sabWos korporaciis Tanamdebobis pirebs qiraoben

muSakebs

naxati #6 korporaciis marTvis sqema. maT xmis uflebas. sxva nawils gaaCnia es ufleba TanafardobiT _ erT aqciaze erTi xma. aqcionerebis uflebebi damokidebulia aqciaTa raodenobaze. piri 107

romelsac 1000 aqcia aqvs, ufro met xmas flobs vidre piri, romelmac SeiZina 100 aqcia. ukanaskneli 20 wlis ganmavlobaSi sazRvargareTis qveynebSi instituciuri investorebi, iseTebi rogoricaa sapensio fondebi, sadazRveo kompaniebi, ganaTlebaze SemowirulobaTa fondebi da sxva nacionaluri korporaciebis umsxvilesi aqcionerebi gaxdnen. dRes maT ekuTvnis aSS-is kompaniaTa aqciebis naxevarze meti. [117,p.32]. es msxvili invrstorebi TamaSoben did rols korporaciebis marTvaSi. ase magaliTad, niu-iorkis sazogadoebrivma sapensio fondma daarwmuna firma `eksoni~, rom mas direqtorTa sabWoSi aerCia garemos dacvis specialisti, mas Semdeg, rac 1989 wels moxda navTobis gaJonva aliaskaze. [192,p.18]. weliwadSi erTxel yvela aqcioneri, romelsac gaaCnia xmis ufleba, ikribeba, raTa airCes direqtorTa sabWo. isini aseve irCeven im damoukidebel auditoriul firmas, romelic awarmoebs korporaciis finansuri saqmianobis Semowmebas. Tu aqcionerebs ar SeuZliaT piradad miiRon monawileoba aqcionerTa krebaSi, maT SeiZleba, sxva pirebs gadascen e.w. kenWisyraSi monawileoba, romelic warmoadgens uflebas _ ndobiT aRWurvilma pirma miiRos monawileoba kenWisyris procedurebSi. direqtorTa sabWos ZiriTad funqcias Seadgens xelmZRvanelobis SerCeva da korporaciis mimdinare marTva. direqtorTa sabWo Rebulobs yvela mimdinare gadawyvetilebas. magaliTad, axali qarxnis mSenebloba, korporaciis axali prezidentis daniSvna, Svilobili kompaniis yidva da sxva. kompaniis masStabebidan gamomdinare, direqtorTa sabWo SeiZleba iyvnen 3-dan 35 wevramde. tipiuri sabWo moicavs 15_25wevrs. zogierT korporaciaSi direqtorTa sabWoSi SeiZleba iyos kompaniebis administraciuli xelmZRvanelebic. korporaciis marTvaSi direqtorTa sabWos calkeuli wevris monawileobis xarisxi araerTgvarovania. sabWos wevrebs Soris zogierTi realurad akontrolebs korporaciis mmarTvelebis saqmianobas, xolo meore nawili ubralod `svams beWeds~ menejerTa gadawyvetilebaTa dasturis niSnad. direqtorTa sabWos wevrebi arian TavianT gadawyvetilebebze aqcionerebis winaSe angariSvaldebulni. ase maga-liTad, kompania `trans iunior korporeiSenis~ direqtorTa sabWos wevrebma miiRes pirvelive winadadeba da 23,5 milioniT azarales aqcionerebi. amis gamo, delaveris (aSS) Statis umaRlesma sasamarTlom daavaldebula isini gadaexadaT kompaniis aqcionerTa sasargeblod sakuTari qonebidan 13,5 mln. dolari. [179,p.126]. realuri xelisufleba korporaciaSi ekuTvnis aRmasrulebel direqtors. is valdebulia, gaataros is politika, romelsac adgens direqtorTa sabWo. aRmasrulebeli direqtori SeiZleba iyos sabWos Tavmjdomare an kompaniis prezidenti an iTavsebdes orive Tanamdebobas erTad. rogorc wesi, aRmasrulebeli direqtori aqcionerTa krebas sabWoSi dasamtkiceblad warudgens Tavis megobrebs, partniorebs an saqmian nacnobebs. imdenad, ramdenadac es pirebi garkveulad davalebulni arian direqtoris winaSe isini, rogorc wesi iziareben mis midgomebs. miuxedavad amisa, bolo wlebSi iseTi firmebis aRmasrulebeli direqtorebi, rogoricaa `alkoa~, `melon benki~ da sxva aRmasrulebeli direqtorebi, direqtorTa sabWos mier iqna gadarCeuli imis gamo, rom ukanasknelebma CaTvales, rom aRmasrulebeli direqtorebis politika azaralebda aqcionerTa interesebs. [192,p.66]. sakuTrebis arcerT formaSi ar xdeba im masStabiT fuladi resursebis, ZiriTadi saSualebebis, adamianuri da materialuri kapitalis koncentracia, rogorc es korporaciaSia. amitomac aris, rom korporacia aqcionerTa interesTa marTvis saukeTeso meqanizmia da mas gaaCnia rigi upiratesobebisa. erT108

erTi maTgani aris SezRuduli pasuxismgebloba, anu aqcionerebi pasuxs ar ageben kompaniis saqmianobaze mTeli TavianTi qonebiT vTqvaT, Tu SeiZineT aqciebi da kompania gakotrda, bunebrivia, Tqven pasuxs ar agebT kompaniis valebze, aramed gekargebaT es aqciebi. amasTan erTad, direqtorTa sabWo da menejerebi pasuxs ageben kompaniis saqmianobaze, Tu maT arasworad warmarTes TavianTi saqmianoba, rogorc es aRwerili iyo zemoT moyvanil magaliTSi. Ria tipis korporaciebs garda amisa gaaCniaT, likvidurobis upi-ratesoba, rac niSnavs, rom mflobelebs nebismier dros SeuZliaT aqcion isini fulad, misi Ria bazarze gatanis SemTxvevaSi. es korporacias mimzidvels xdis, radganac amxanagobaSi an individualur firmaSi Cadebuli fulis amoReba erTob Znelia. amasTan erTad, korporaciebs gaaCniaT TavianTi uaryofiTi Tvisebebic. magaliTad, Ria tipis saaqcio sazogadoebani valdebulni arian gamoaqveynon angariSi TavianTi finansuri mdgomareobis Sesaxeb, garda amisa aseTi aseTi tipis informacia konkurentebisaTvis qmnis nayofier saanalizo areals. naklovanebaa isic, rom korporaciis registracia, misi aqciebis beWdva, gavrceleba sakmaod Sromatevadi proceduraa. cxadia isic, rom korporaciebis mimarT saxelmwifo iyenebs gadasaxadebis ufro maRal dones, garda amisa aqcionerebi calke ixdian saSemosavlo gadasaxads. es imas niSnavs, rom korporaciis mogeba orjer ibegreba: ganawilebamde da ganawilebis Semdeg. Tanamedrove korporaciebi cdiloben gaxsnan firmebi ofSorul zonebSi. mag.: panamaze, bahamis kunZulebze, bermutis kunZulebze da sxva, radganac aq ar arsebobs mogebaze gadasaxadi.

III. 4. korporaciebis Serwyma da STanTqva Tanamedrove kompaniebi arseboben individualuri kerZo firmis, amxanagobisa da korporaciis saxiT. amasTan erTad, isini mudmivad icvlian TavianT formas. Jurnal `fortunas~ monacemebiT, gasuli saukunis 90-ian wlebSi msoflios korporaciebis 80% an gaerTianda an STanTqmuli iqna sxva korporaciebis mier. korporaciebi cdiloben, rig SemTxvevaSi biznesis nawili gayon. ase magaliTad, kompania `qolgeiT-palmolivma~ mTlianad gayida biznesis nawili, romelic exeboda samedicino momsaxurebas. kompania `jeneral milzma~ gayida biznesis nawili, romelic exeboda saTamaSoebis warmoebas, samkervalo nawarms da sxva. [193,p.10]. amdenad, kompaniebi mudmivad erTiandebian, iyofian da qmnian axal firmebs. kompaniebis formis cvla SeiZleba moxdes gaerTianebis, STanTqvis da sakontrolo paketis gayidvis gziT. gansxvaveba gaerTianebasa da STanTqvas Soris aris teqnikuri. gaerTianebis dros ori an meti kompania, romlebsac gaaCniaT saerTo interesebi erTiandebian, raTa gaaerTianon TavianTi interesebi. STanTqvis dros erTi kompania yidulobs meores. es procesi SeiZleba mimdinareobdes aqtivebis nawilis SesyidviT. 80-iani wlebis bolos STanTqmis ZiriTadi forma mdgomareobda sakontrolo paketis SesyidvaSi. gaerTianeba da STanTqva warmoadgens kompaniebis Serwymis SedarebiT radikaluri xerxs. xSirad kompaniebi iyeneben ufro zomier xerxebs TavianTi interesebis gaerTianebisaTvis. magaliTad, or an sam kompanias SeuZlia Seqmnas erToblivi sawarmo, raime erToblivi produqciis realizaciis mizniT. aseTi sawarmo SeiZleba martivad daiSalos proeqtis miznebis realizaciis Semdeg. es forma waagavs konsorciums. magaliTad, `jeneral 109

eleqtriki~, franguli firma `tompsoni~, holandiuri firma `filips eleqtroniksi~, telekomunikaciebis axali sistemis Seqmnis mizniT gaerTiandnen erTobliv saerTaSoriso konsorciumSi. [230,p.102] erToblivi saqmianobis organizaciis erT-erTi meTodi aris agreTve kooperativis Seqmna. kooperativSi erTiandeba adamianTa jgufi an mcire kompaniebi, romlebic xasiaTdebian erToblivi miznebiT. kooperativis gansxvaveba saaqcio sazogadoebisagan mdgomareobs imaSi, rom isini mTlianad inawileben miRebul mogebas. maSin, rodesac saaqcio sazogadoebaSi nawildeba mxolod dividendebi. kompaniebis 95%-Si Serwyma da STanTqva xdeba urTierTSeTanxmebis bazaze. amasTan, Tanamedrove biznesis samyaroSi 5% Serwymis da STanTqva xdeba cnobili gziT, romelsac biznesSi `mtruli Serwyma~ ewodeba. anu, rodesac erTi kompania uqmnis meore kompanias iseT pirobebs, raTa ukanaskneli mas iZulebiT Seerwyas. `mtruli Serwymis` ori gza arsebobs: I. aqciebis Sesyidva tenderze; II. aqcionerebis xmebis gadmobireba. pirvel SemTxvevaSi kompania `agresori~ korporacias aZlevs winadadebas ukanasknelis aqciebis Sesyidvis Taobaze fiqsirebuli fasiT. es fasi, rogorc wesi, mimdinare fasebze maRalia. amitom, aqcionerebi da-intersebulni arian, raTa gayidon maTi aqciebi. kompania `agresori~ cdilobs, Seisyidos sakontrolo paketis tolfasi aqciebis raodenoba da miaRwios ditreqtorTa sabWos da menejerebis misi interesebis mixedviT Secvlas. meore meTodis mixedviT, kompania agresori cdilobs, moipovos xmebis is raodenoba, romelic iwvevs direqtorTa sabWos cvlas mis sasargeblod. es aris sakmaod rTuli meTodi, radganac arsebuli kompaniis xelmZRvanelebi SesaniSnavad icnoben TavianT aqcionerebs. Seswavlili 60 umsxvilesi kompaniidan, mxolod 30%-Si xdeboda aqcionerTa xmebis gadmobireba. [248,p.121]. korporaciebis Serwymis da gaerTianebis politika specialistebis mxridan arc Tu usafuZvlo kritikas iwvevs. am procesis mowi-naaRmdegeebi amtkiceben, rom Serwyma iwvevs Sesyiduli korporaciis valebis momsaxurebas da amis gamo izrdeba kapitaldabandebani sawarmoo aqtivebSi. imis magivrad, rom gazardon ZiriTadi kapitali, kritikosebis azriT, aseTi kompaniebi ebmebian uTavbolo sakuTrebiTi yidva-gayidvis TamaSSi, ris gamoc iReben didi odenobiT kreditebs. amis magaliTia kampos imperiis ngreva, romlis damfuZnebeli iyo cnobili milioneri robert kampo, romelmac msxvili univermaRebis qselis Sesasyidad gadaixada 10 mlrd. dolari. miuxedavad imisa, rom es maRaziebi iyo Zalze popularuli, isini ar iZleodnen sakmaris mogebas, ris gamoc 90-iani wlebis bolos kampo gakotrda. SeerTeba da STanTqva Zviri ujdeba, rogorc adamianebs aseve mTels regionebs. yvela saxis SeerTeba iwvevs kadrebis rotacias. xdeba regionebis masStabiT warmoebis erTi adgilidan meoreSi gadatana da sxva. saxelmwifo xSirad zRudavs STanTqvas. ase magaliTad, aSS-s 30-mde StatSi moqmedebs kanonebi, romlebic icavs maT teritoriaze moqmed korporaciebs. Serwymas da STanTqvas aqvs pozitiuri mxareebic, rig SemTxvevaSi am garigebebis gamo izrdeba aqcionerTa mogeba. garda amisa korporaciebi cdiloben aamaRlon TavianTi warmoebis efeqtianoba, raTa ar gaxdnen sxva kompaniebis samizne. Tanamedrove Serwyma da STanTqva Zlier gansxvavdeba 80-ian wlebSi arsebuli agresiuli operaciebisagan. dRes msxvili korporaciebi am saxis operaciebs awarmoeben strategiuli mizniT. imis magivrad, rom gamoiyenon sasesxo kapitali Serwymisa Tu STanTqvis operaciebis gansaxorcieleblad, isini iyeneben sakuTar saxsrebs, rac xSir SemTxvevaSi warmatebuli biznesiT sruldeba. amis saukeTeso magaliTia, firma `att~-s mier, firma `en-si-ar~-is 110

yidva, ris gamoc sagrZnoblad gaumjobesda firma `att~-s mdgomareoba kompiuterul bazarze. xSirad aseTi Sesyidvebi warmoebs geografiuli bazris mopovebis mizniTac. ase iyo `roSe xoldingis~ SemTxvevaSi, romelmac Seisyida firma `grintmusi~ bioteqnologiuri produqciis mwarmoebel bazarze, riTac sagrZnoblad gaafarTova Tavisi geografiuli moqmedebis areali. [194,p.8].

mimoxilviTi SekiTxvebi: 1. ra faqtorebi axdens zegavlenas momsaxurebis seqtoris ganviTarebaze? 2. ras gulisxmobs individualuri kerZo firma? 3. rogoria individualuri kerZo firmis Rirsebebi da naklovanebani? 4. yvelaze xSirad biznesis romel sferoSi gvxvdeba amxanagobebi? 5. rogoria amxanagobebis Rirsebani da naklovanebebi? 6. ra gansxvavebaa Ria da daxuruli tipis korporaciebs Soris? 7. akontroleben Tu ara aqcionerebi korporaciis saqmianobas? 8. rogoria korporaciebis Serwymisa da STanTqvis Taviseburebani? TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. dagvisaxeleT ekonomikis ori ZiriTadi seqtori da maTi Semadgeneli nawilebi? ekonomika Sedgeba: 1) sawarmoo seqtorisagan, romelic moicavs: mrewvelobas, mSeneblobas, soflis meurneobas 2) momsaxurebis sferosgan, romelic aerTianebs: bankebs, sadazRveo kompaniebs, sacalo da sabiTumo vaWrobas, transports, turizms, komunalur momsaxurebs da sxva. 2. CamoTvaleT is faqtorebi, romlebmac ukanasknel wlebSi xeli Seuwyo momsaxurebis sferos ganviTarebas? es faqtorebia: 1) sawarmoo seqtoridan gamonTavisuflebuli muSaxeli gadadis momsaxurebis sferoSi; 2) teqnologiurma progresma gansazRvra servisis axali saxeebi; 3) sawarmoo operaciebi xSir SemTxvevaSi sruldeba sazRvargareT, sadac muSaxeli iafia, ris gamoc, xdeba misi gamonTavisufleba da Cabma momsaxurebis sferoSi. 3. daaxasiaTeT sakuTrebis sami ZiriTadi forma biznesSi? es formebia: individualuri kerZo firma _ romelic ekuTvnis kerZo pirs. amxanagoba _ es aris ori an meti piris gaerTianeba, es pirebi mocemuli firmis sakuTrebas floben wilobrivad. korporacia _ es kanonier CarCoebSi dafuZnebuli formaa, romelic flobs igive uflebebs, rasac individualuri sawarmoo. 4. CamoTvaleT individualuri kerZo firmis upiratesobani da naklovanebani? upiratesobebia: 1) isini martivia organizebis TvalsazrisiT; 2) mflobeli srulad damoukidebelia; 3) mflobeli srulad gankargavs mogebas; 4) kompaniis safinanso saqmianobis da ganviTarebis strategias gansazRvravs mesakuTre. naklovanebebia: 1) safinanso resursebis SezRuduloba; 2) mflobelis ganusazRvreli pasuxismgebloba; 3) riskis erT kacze gadanawileba. 111

5. ra gansxvavebaa sruli da SezRuduli pasuxismgeblobis sazogadoebas Soris? srul sazogadoebas flobs partniorebi, romlebic Tanabrad ageben pasuxs sazogadoebis valebze. SezRuduli pasuxismgeblobis sazogadoebaSi erT partniors mihyavs saqme, xolo sxvebi gamodian pasiur investorebad. yvela partniori pasuxs agebs sazogadoebis valdebulebebze Tavisi wilis farglebSi. 6. romelia korporaciis marTvis organoebi? korporaciis struqturis safuZvels Seadgenen aqcionerebi. isini irCeven direqtorTa sabWos, romelic irCevs korporaciis umaRlesi rangis xelmZRvanelebs. aqcionerebi da sabWos wevrebi iziareben korporaciis aRmasrulebeli direqtoris politikas. 7. miuTiTeT, ra upiratesobebi gaaCnia korporacias? mas SeuZlia kapitalis didi moculobis mobilizeba. aqcionerebi daculia finansuri pasuxismgeblobisagan, maTi investiciebi aris likviduri.

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biznesis dawyebis organizacia. strategiuli dagegmva mimarTulia sxvadasxva mdgomareobis Sinaganad SeTanxmebuli aRwerisagan, romelSic ekonomika SeiZleba aRmoCndes ekonomikuri politikis sxvadasxva alternatiuli kombinaciis gamoqveynebis Sedegad. v. leontievi adamianebi saxelmwifos Tavisi qonebis nawils aZleven imisaTvis, rom mSvidad moixmaron qonebis danarCeni nawili. S. monteskie ar aris ayvaveba Tavisuflebis gareSe. am TavSi Tqven gaecnobiT: 1. mcire biznesis Casaxvas da ganviTarebas, mcire biznesis ekonomikur rols, mcire firmebis Seqmnis organizacias, biznesis SeZenis safuZvlebs. biznesis Sesaxeb informaciuli wyaroebis analizs, biznesis Sefasebas; biznesis Rirebulebis dadgenis meTodikas; biznesis yidva-gayidvis garigebaTa struqturas, saqmiani winadadebebis Sefasebasa da molaparakebis kulturas. 2. biznesis samarTlebrivi formis SerCevas; biznes-gegmis Sedgenis meTodikas. sabazro tendenciebis Seswavlis meTodologias. fuladi saxsrebis moZroaobis analizs, mimdinare sabalanso uwyisis SemuSavebas. ekonomikuri i. lipsici

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IV. 1. mcire biznesis Casaxva da ganviTareba mcire biznesi warmoadgens msoflios ekonomikis erT-erT mniSvnelovan komponents. cneba `mcire~ biznesTan mimarTebiT pirobiTia. gaeros klasifikaciiT, sawarmo, firma, romelSic dasaqmebulia 500-ze naklebi muSaki, SeiZleba mivakuTvnoT mcire biznesis kategorias, xolo sacalo vaWrobis obieqti, sadac dasaqmebulia 500 muSaki SeiZleba daxasiaTdes, rogorc msxvili sawarmo. amdenad, mcire sawarmo aris firma, romelsac flobs damoukidebeli mewarme, ar warmoadgens dargis dominants da am dargSi arsebuli firmebsa Tu sawarmoebze ufro mcirea. praqtikuli TvalsazrisiT, nebismieri kompania, romelSic dasaqmebulia 500 kacze naklebi aris mcire. mcire firmebi iyofa or gansxvavebul tipad. maTi umravlesoba daaxloebiT 80-90% _ es aris mokrZalebuli sawarmoebi, romelTac gaaCniaT zrdis SezRuduli SesaZleblobebi. am kategoriis firmebs miekuTvneba saadvokato individualuri kantora, yvavilebis maRazia an mcire zomis safunTuSe. am tipis sawarmoebs uwodeben saojaxos. aseTi tipis firmebisagan gansxvavebiT, arsebobs mcire sawarmoebi, romlebsac uwodeben `mcires~ mxolod maTi siaxlis gamo, sinamdvileSi es aris swrafad mzardi obieqtebi, romlebic farTod iyeneben investiciebs da dafinansebis sxva wyaroebs. aseT firmebs marTavs ara erTi kaci, aramed adamianebis jgufi. yvelaze swrafi tempis ganviTarebadi mcire sawarmoebis sias aqveynebs Jurnali `ink-i~. swrafad mzard kompanias am Jurnalis monacemebiT miekuTvneba is, romlis realizaciis moculoba yovelwliurad izrdeba 103%-iT, xolo momuSaveTa raodenoba 23 axali TanamSromliT. sxvadasxva wlebSi Jurnal `iank-Si~ mcire sawarmoebad moixsenieboda `maikrosofti~ `dominouz pica~ da sxvebi [180,p.32], romlebic dRes im tipis korporaciebSi lideris adgilebs inarCuneben. mcire biznes Tavisi istoriuli warsuli da ganviTarebis tendenciebi aqvs. mcire biznesi Caisaxa da ganviTarda aSS-i, rac evropidan emigraciis did taRlasTan iyo dakavSirebuli. emigrantebs auTvisebel miwebze sWirdebodaT momsaxureba. ase gaCnda pirveli ojaxuri Toneebi, samrecxaoebi, restornebi da sxva. dRes mcire sawarmoebi msoflios ekonomikis sayrdens warmoadgenen. amasTan, Seicvala am sferoSi proporciebic. Tu 1800 wels mosaxleobis 80% dasaqmebuli iyo mcire biznesis sferoSi, dReisaTvis es cifri Seadgens mxolod 20% [193,p. 12], rac kapitalis koncentraciiT da momsaxurebis sferoSi dasaqmebulTa, raodenobis zrdiT aris ganpirobebuli. es procesebi gansakuTrebulad ganviTarda II msoflio omis Semdgom. kapitalis koncentracias axlavs ekonomia, romelic gamowveulia saqmianobis masStabiT e.w. `masStabis efeqti~ da es cxadia, radganac msxvili mwarmoeblebs eZlevaT SesaZlebloba, awarmoon saqoneli ufro naklebi danaxarjebiT, rac aisaxeboda konkurenciul fasebSi da rogorc Sedegi, mcire sawarmoebi ver uZlebdnen aseT konkurenciul pirobebs. kapitalis koncentraciis Sedegad mdgomareoba safuZvlianad Seicvala, calkeuli msxvili mewarmeebi mTlianad dargebs daepatronen. ukanasknel 10-15 weliwadSi kapitalis koncentraciis tendencia msoflioSi Semcirda. es motivirebulia momsaxurebis sferos ganviTarebis swrafi tempiT, rac, Tavis mxriv, ar moiTxovs `maStabis efeqts~. warmoebis organizaciis gaumjobesebis, teqnikur siaxleTa swrafi danergvis safuZvelze, mcire sawarmoebi mewarmeobis efeqtian formad iTvlebian da isini xSir SemTxvevaSi msxvili korporaciebis seriozuli 120

konkurentebi xdebian. mcire biznesSi warmoebis organizaciis simartive, marTvis moqnili struqtura da sxva faqtorebi iZlevian maRali donis momsaxurebis gawevis an umaRlesi xarisxis konkurentunariani produqciis warmoebis saSualebas. mcire sawarmoebis esoden swraf ganviTarebas Tavisi obieqturi mizezebi gaaCnia: adamianis mentalitetiT, mosaxleobis didi nawili iswrafvis sakuTari biznesisaken. garda amisa, konkurenciuli brZola aiZulebs msxvil korporaciebs, gadaxedon maTi sakadro politikis pirobebs. sakadro rotaciebi iwvevs uamravi niWieri specialistis gamonTa-visuflebas korporaciuli biznesisagan da maT gadadinebas mcire bi-znesSi. emansipaciam gamoiwvia sazogadoebrivi Sromis procesSi qalis funqciis amaRleba. amis gamo, 80-ian wlebSi germaniaSi 1,2, aSS-i 2 milionma qalma wamoiwyo sakuTari saqme. am tendenciis zrdis SemTxvevaSi, qalebis da mamakacebis xvedriTi wili mcire biznesSi momaval 10 weliwadSi gaTanabrdeba [234,p.43]. qalebi mcire biznesSi, rogorc wesi dasaqmebulni arian saojaxo mcire sawarmoebSi an arasruli samuSao dRis xarjze [145, p.182]. am faqtorebma ukanasknel 10 weliwadSi msoflioSi mcire biznesis aRorZineba gamoiwvia. mcire biznesis ganviTarebaze did zegavlenas axdens ekonomikis cikluroba. rogorc wesi, mcire biznesis wamowyeba ufro efeqtiania aRmavlobis fazaSi, Tumca mcire sawarmoebi naklebad grZnoben sakredito resursebis deficits, romelic ganpirobebulia sxva etapebze bankebis sifrTxiliT. daaxloebiT 200 aTasi adamiani aSS-Si yovelwliurad axdens axali firmebis organizacias [221,p.12]. mcire biznesi aq, rogorc wesi, iwyeba 20 aTasi dolaris sastarto kapitaliT. mosaxleobis 2/3, qmnis damwyeb kompaniebs, anu isini iwyeben bizness nulidan. arsebobs mcire biznesis dawyebis sxva gzebic, ukve arsebuli firmebis yidva an biznesis memkvidreobiT miReba. mosaxleobis mxolod 11% iwyebs mcire bizness frenSaizingis gziT [225,p.11]. sakuTari kompaniebis damfuZnebelTa umetesoba, winaswar Rebulobs gamocdilebas mcire sawarmoebSi saqmianobiT, rac Semdgom maT aZlevs sakuTari saqmis swori gaZRolis SesaZleblobas, maTgan 88% saqmis warmatebas miawers TavianT gamocdilebas da ara genialur ideebs [282,pp.41-42]. ukanasknel aswleulSi samuSao adgilebis naxevarze meti modis im firmebze, sadac dasaqmebulia 100 kacze naklebi. samuSao adgilebi, romlebic iqmneba mcire biznesSi, garkveuli mosazrebiT, arsebiTad gansxvavdeba im samuSao adgilebisagan, romlebic iqmneba msxvil kompaniebSi. upirveles yovlisa, mcire firmebi, rogorc wesi, uxdian muSakebs nakleb ZiriTad da damatebiT xelfass, xolo samuSao adgilebis 25% aris datvirTuli arasruli samuSao dReis grafikiT. mcire sawarmoebSi arian dasaqmebuli muSakebi, romelTa saSualo asaki ufro maRalia vidre msxvil kompaniebSi. bevr maTgans winaT ar umuSaviaT am dargSi. mcire firmebis muSakebs, rogorc wesi ar gaaCniaT iseTi ganaTleba, rac mxsvili firmebis warmomadgenlebs. im muSakebis dasaqmebiT, romlebic ganaTlebis doniT ar Seesabamebian msxvili firmebis moTxovnebs, mcire sawarmoebi gvevlineba qveyanaSi stabilurobis mniSvnlovan faqtorad [264,p.12]. garda imisa, rom mcire biznesSi xdeba axali saqonlisa da momsaxurebis danergva, is amavedroulad xels uwyobs dasaqmebas da mniSvnelovan rols TamaSobs msxvil korporaciebis saqmianobaSi. saqonlis realizaciisa Tu momsaxurebis TvalsazrisiT, msxvili kompaniebi strategias 121

wvril mimwodeblebze orientaciiT ageben. ase magaliTad, kompania `liz kleiborns~, romelic erT-erTi wamyvania tanisamosis daproeqtebaSi, ar gaaCnia sakuTari sawarmoebi, mTeli tanisamosi iwarmoeba sakontraqto sawyisebze kontraqtori autsaiderebis mier. yovelive es am kompanias aZlevs SesaZleblobas, SeinarCunos stabilurobis gancda maRali modis sferoSi [1282,p.33]. zogierTi saxeobis mcire firmebi arseboben imisaTvis, rom gaswion mxolod momsaxureba. magaliTad, sarecxi manqanebis remonts, saaTebis SekeTebas da sxva. bunebrivia, rom aseTi saxis saqmianobas msxvili sawarmoebi ar ewevian. dReisaTvis icvleba mdidari klientebis moTxovnilebebi. amitomac aris, rom isini upiratesobas aniWeben arastandartul saqonels, romelic Seqmnilia individualuri SekveTebiT. individualuri sacurao avzebis warmoebiT aris cnobili kompania `svimeks~, romelmac mudmivad cvalebad, sacurao auzebis bazaris mcire segmentSi moZebna Tavisi adgili [282,p.28]. IV. 2. mcire firmebis Seqmnis organizacia im SemTxvevaSi, Tu mcire firmis dafuZneba gadawyvetilia, mniSvnelovania imis garkveva, Tu rogoria mewarmis Sansebi am biznesSi. statistika metyvelebs, rom axlad Seqmnili 3 sawarmodan mxolod 1aRwevs warmatebas. axlad Seqmnili sawarmoebis 85% kotrdeba pirveli 10 wlis ganmavlobaSi. mecnierTa gamokvlevebiT, es Sansebi TandaTanobiT izrdeba. Tumca bevri ram aris damokidebuli biznesis tipze da qveynis saerTo ekonomikur mdgomareobaze. gamokvlevam cxadyo, rom mwarmoebel firmebSi warmatebis meti Sansia, vidre im firmebSi, romlebic ewevian vaWrobas. erT-erTi faqtori, romelic gansazRvravs firmis sicocxlisunarianobas aris misi damfuZneblis rwmena biznesis warmatebaSi [182,p.31]. ZiriTadi sakiTxi biznesis dawyebis procesSi dasagegmia Tu riT Sevides igi momaval biznesSi, anu unda moiZebnos perspeqtiuli biznesi. biznesi SeiZleba daiwyos cariel adgilas, moqmedi firmis SesyidviT, an frenSaizis yidviT. rogorc wesi, damwyebi biznesmenebis umetesoba sakuTar saqmes iwyebs nulidan. es aris biznesis yvelaze rTuli gza. amasTan, am gziT moZravi biznesmenebis umetesobas gaaCnda am sferoSi saqmianobis gamocdileba, ris gamoc riski minimumamde daiyvaneba. biznesi unda daiwyos im saqmianobiT, romelic mewarmes kargad aqvs Seswavlili. sareklamo saagentos direqtorma tom Sulma sakuTari biznesi sareklamo saagentoSi mxolod mas Semdeg daiwyo, rac am profilis sxvadasxva firmebSi saqmianobas 13 wlis ganmavlobaSi eweoda [193,p.21]. im SemTxvevaSi, Tu ar gagvaCnia praqtikuli gamocdileba, gadamwyvet rols TamaSobs kargi idea. jon grizvotma xandazmuli xalxis momsaxurebis mizniT, daiqirava stundetebi minimaluri anazRaurebiT. am ideis Sedegad Seiqmna firma saqarTveloSi kargad cnobil `sfeSial qea~, romlis mogeba dRes Seadgens 10 milion dolars da funqcionirebs aSS-s 100 StatSi [193,p.28]. samewarmeo ideebis calkeuli mimarTulebani asaxuli, Semdeg sqemaSi (ix. cxrili # 1) ideis Zebnis procesSi umTavresi aris is, Tu ra undaT adamianebs iseTi, rac ar aris warmodgenili saqonlisa da momsaxurebis bazaris mocemuli segmentSi. cxrili #1 122

idea ideis axsna magaliTi ufro maRali klasis aucilebelia ukve arsebuli magaliTad, arsebuli nasaqonelze gadasvla. saqonlis modernizeba. mcxvris an tanisamosis modernizeba momxmareblis gemovnebis Sesabami-sad. ufro dabali klasis maRali xarisxianis magaliTad saqonelze gadasvla. saqonelze danaxarje-bis, avtomanqanebis fasebis Semcireba. gaqiraveba damatebiTi momsaxurebis gareSe. biznesis gaerTianeba. rodesac xdeba magaliTad avtomatize-buli mewarme-obis ori sferos samrecxao, sadac iyideba ga-erTianeba. sakvebi an gama-grilebeli sasmelebi. biznesis transportireba. Tu saqoneli kargad magaliTad, nacionaluri iyideba erT regionSi, misi samzareulo kvebis gadatana sxva obieqtebis gadaadgileba. regionebSi. masobriv bazarze specializirebuli magaliTad, Saqris an gasvla. saqonlisaTvis ufro farTo sarecxi fxvnilis dafa-soeba momxmareblis da farTo momxma-rebelze moZebna. gayidva. bazris Seviwroveba. didi bazris mcire soflad sakabelo televiziis segmenetis aTviseba. danergva. saqonlis asortimentis specializebuli saqonlis wignis maRaziebi, Seviwroeba. gayidva. romlebic yidian mxolod deteqtiuri Janris romanebs, an specialur (ekonomikur, iuridiul samedicino da sxva) literaturas. fasebis konkurencia. saqonelis ufro dabal sabiTumo vaWrobis fasSi gayidva. organizeba. axali sawarmos yidva mniSvnelovnad amcirebs risks imis gaTvaliswinebiT, rom misi mdgomareoba winaswar aris yovelmxriv cnobili. gamarTlebulia warmoebis funqcionirebadi sistemis an momsaxurebis funqcionirebadi obieqtis SeZena, radganac is agvacilebs imijis Seqmnis, klienturis mozidvis, mosamsaxureTa momzadebis auci-lebel periods. SedarebiT martivia aseTi sawarmoebis dafinansebac. biznesis SeZenis Sesaxeb gadawyvetilebis miReba mravali faqtoris gaTvaliswinebas saWiroebs. Zalze mniSvnelovania, rom biznesis potenciurma myidvelebma guldasmiT Seiswavlon biznesis yidvis motivebi, gansazRvron misi arCevis kriteriumebi. myidvelma unda gaiTvaliswinos Tavisi gamocdilebis done (rogorc profesiuli, aseve araprofesiulic), anu daadginos, Tu ra exerxeba yvelaze metad, ra saxis saqmianoba itacebs mas. mniSvnelovania is garemoeba, rom myidvelma gansazRvros biznesis sasurveli adgilmdebareoba da investiciisaTvis saWiro Tanxa. Tu saWiro Tanxa ar aris likvidur mdgomareobaSi, maSin myidvelma unda Seafasos, Tu ra SesaZleblobebi arsebobs Tanxebis gare wyaroebidan miRebis TvalsazrisiT. ganisazRvros biznesis sidide Semdegi parametrebis dadgeniT: realizaciis 123

moculoba, mogeba da muSaxelis raodenobis gaTvaliswinebiT. unda daadginos, aris Tu ara biznesi momgebiani da stabiluri. rac ufro momgebiani da stabiluria biznesi, miT ufro didia misi fasi. TiTqmis yvela kerZo sakuTrebaSi myofi firma ise imarTeba, rom minimumamdea dayvanili gamyidvelis sagadasaxado davalianeba. saubedurod, igive saxis saqmianobasa da saaRricxvo praqtikas sagadasaxado davalianebis minimizaciasTan erTad, biznesis Rirebulebis Semcirebamde mivyavarT. amis Sedegad, warmoiSoba garkveuli uTanxmoeba sasurveli gziT biznesis mflobelisaTvis saqmianobis gaZRolasa da biznesis gasayidad momzadebas Soris. marTalia, SesaZlebelia finansuri dokumentebis iseTnairad gadakeTeba, rom aisaxos saqmis realuri viTareba, magram aman biznesmeni, SeiZleba, rTul mdgomareobaSi Caayenos: kerZod, mas SesaZloa, mouxdes damatebiTi gadasaxadebisa da jarimebis gadaxda. amitom, biznesis momzadeba gasayidad am periodamde ramdenime TviT adre unda daiwyos. drois es periodi mogcems saSualebas, SeviswavloT sabuRaltro aRricxvis meTodebi, romelTa daxmarebiTac ukanaskneli 3-5 wlis ganmavlobaSi mogebis aRricxva warmoebda. Semowmebuli saaRricxvo dokumentebi finansuri angariSgebis saukeTeso saxes warmoadgenen, rameTu yvelaze kargad aRiqmebian ukve funqcionirebadi biznesis myidvelis mier. Semdgom nabijs warmoadgens Rirebulebebis gansazRvrasTan dakavSirebuli angariSis momzadeba. es angariSi gamoricxavs albaTobas da fasebis dadgenis im meTods, romelsac biznesis mflobelTa umetesoba eyrdnoba. xSirad isini arCevans akeTeben biznesis metismetad maRal fasze. mxolod fasis TandaTanobiTi dawevis Semdeg SesaZlebelia davadginoT, Tu ra Rirs realurad biznesi. maRal profesiul doneze momzadebuli Sefasebis dokumentebi gamoricxavs msgavs problemebs. Sesasyidi biznesis analizisaTvis momzadebul unda iqnes biznesis Sesaxeb yovlismomcveli informaciuli paketi. masSi warmodgenil unda iyos Semdegi punqtebi: 1. biznesis istoria; 2. biznesis marTvis meTodebis analizi; 3. informacia ZiriTadi kapitalis Sesaxeb; 4. informacia momwodebelis Sesaxeb; 5. bazarze moRvaweobis praqtikis mimoxilva; 6. informacia konkurenciebis Sesaxeb; 7. informacia momsaxure personalis Sesaxeb; 8. informacia mflobelTa Sesaxeb; 9. informacia dazRvevis saxeebis Sesaxeb; 10. mosalodneli samarTlebrivi an sxva gauTvaliswinebeli valde-bulebebi; 11. bolo 3-5 wlis finansuri angariSebis mokle mimoxilva. IV.3. biznesis Sesaxeb informaciuli wyaroebis analizi imisaTvis, rom vipovoT iseTi biznesi, romelsac mniSvnelovania informaciis Semdegi wyaroebis analizi: a) reklama presaSi biznesis gayidvis Sesaxeb reklama informaciis gavcrelebis xelsayrel da efeqtian saSualebas warmoadgens. sareklamo gancxadebebs, aTavseben 124 SeviZenT,

Suamavlebi (biznesis brokerebi an Serwymisa da biznesis Sesyidvebis specialistebi), magram zogjer amas TviT biznesis mflobelebi akeTeben. mcire, biznesisaTvis sareklamo gancxadebebis karg wyaros adgilobrivi gazeTebi warmoadgenen. Cveulebriv informacia mcire Tu didi zomis biznesis gayidvis Sesaxeb, warmoadgens am biznesis aRweras ramdenime mokle fraziT, sadac miTiTebulia misi dasaxeleba, sakontaqto telefoni, faqsi, imeili an safosto yuTis nomeri da sxva. sareklamo gancxadeba unda asaxavdes biznesis saukeTeso Tvisebebs (rogorc finansurs, aseve arafinansursac). zogierTi gancxadeba Seicavs informacias imis Taobaze, Tu ra saxis fuladi investiciebia saWiro an ra gamocdileba moeTxoveba mocemul bizness. b) savaWro wyaroebi biznesis gayidvis Sesaxeb savaWro wyaroebi informaciis gavrcelebis efeqtian saSualebas warmoadgens. mrewvelobaSi an mis monaTesave dargebSi arsebul kompaniebSi dasaqmebul pirebs, magaliTad, momwodeblebis, xSirad moepovebaT informacia imis Sesaxeb, Tu romeli biznesi rodis SeiZleba iyos gasayidad warmodgenili. acalkeul saxelmwifoebSi, magaliTad, germaniaSi, safrangeTSi, aSS-Si da sxva. arseboben profirilebuli asociaciebi, romelTa publikaciebic aadvileben am dargis SigniT gasayidi biznesis Sesaxeb informaciis gavrcelebas. aseTia saqarTveloSi mewarmeTa da biznesmenTa asociacia. Tu gasayidi biznesis mflobeli fiqrobs, rom am biznesis myidveli igive dargis warmomadgeneli iqneba, maSin man kontaqti unda daamyaros am tipis asociaciasTanac, raTa Seamowmos gasayidi biznesis Sesaxeb informaciis xarisxianoba. g) Suamavlebi biznesis Suamavlebi zogadad or jgufSi SegviZlia gavaerTianoT: 1) biznesis brokerebi da 2) Serwymisa da biznesis Sesyidvebis speci-alistebi. gansxvaveba am or jgufs Soris umniSvneloa _ ubralod, biznesis brokerebi, Cveulebriv, kerZo, mcire zomis biznesSi arian dakavebulni, xolo Serwymisa da biznesis Sesyidvebis specialistebi ufro didi zomis, saSualo sididis kompaniebSi. msoflios gamocdilebiT, biznesis brokerebi honoraris saxiT gayidvis Sedegad miRebuli Tanxis 10%-mde iTxoven iTxoven 10%-ze naklebs, Serwymisa da biznesis Sesyidvebis specialistebic da winaswar garigebuli Tanxis honoraris nawils avansad iReben. amis sanacvlod, Suamavli eweva momavali myidvelebisaTvis iseT momsaxurebas, rogoricaa informaciuli paketis momzadeba da SefasebiTi angariSis Sedgena. miuxedavad amisa, zogjer myidveli uxdis Suamavals honorars, umetes SemTxvevaSi ki is gamyidvelma unda gadaixados. gamocdil Suamavals SeuZlia gamyidvelisaTvis daxmarebis gaweva Semdeg sakiTxebTan dakavSirebiT: 1) biznesis Rirebulebis Sefaseba; 2) gayidvis pirobebis dadgena; 3) amomwuravi informaciuli paketis Sedgena; 4) bazarze biznesis wardgena; 5) potenciur myidvelTa SerCeva; 6) molaparakebis warmoeba da SemoTavazebul variantTa Sefaseba; 7) aucilebeli samarTlebrivi qmedebebis uzrunvelyofa. am momsaxu-reobis gawevis Sedegad, biznesis mflobeli an biznesis myidveli uza-rmazar drosa da energias zogaven. Semdegi nabiji aris biznesis Sefaseba. 125

IV.4. moqmedi biznesis Sefaseba mas Semdeg, rac SerCeulia biznesis is saxeoba, romelic aris perspeqtiuli, myidveli dawvrilebiT unda gaecnos gasayidi biznesis istorias da mis axlandel mdgomareobas. aq Zalze mniSvnelovania Semdegi saxis informaciis analizi: rogor iqna wamowyebuli biznesi, rogor Seicvala SemdgomSi misi misia (Tu aseTi ram saerTod moxda) da ra movlenebma Seuwyes xeli mis axlandel formaSi Camoyalibebas. myidvels unda esmodes is meTodebi, romelTa saSualebiTac is momxmareblis mizidvas da Semdgom mis momsaxurebas apirebs, agreTve, is, Tu rogoraa erTmaneTTan dakavSirebuli biznesis realizebis, marketinguli, finansuri da mmarTvelobiTi funqciebi. aucileblad unda gavecnoT biznesis finansur uwyisebs da maT warmarTvasTan dakavSirebul meTodikas. qvemoT warmodgenilia is dokumentebi, romelTa safuZvliani Seswavla mcire da saSualo biznesis myidvelisaTvis Zalze mniSvnelovania. aq aucilebelia, gavaanalizoT firmis saqmianobis Sesaxeb Semdegi informacia: firmis debitoruli davalianeba aq unda gavaanalizoT Semdegi ZiriTadi monacemebi: gavecnoT debitorul davalianebebs da davadginoT: xom ar arian isini ramdenime angariSze koncentrirebuli; gavarkvioT yvela vadagasuli davalianebis dayovnebis mizezebi; davadginoT, xom ar aris raime Tanxa sakamaTo; xom ar iqna romelime davalianebis Tanxa gacemuli giraod; sakmarisia Tu ara uimedo valebisaTvis gankuTvnili sarezervo fondi. firmis maragebi maragebis analizis procesSi aucilebelia: davrwmundeT, moxda Tu ara maragebis aRwera da maTi Semdeg kategoriebad dayofa; (mza produqcia, naxevarfabrikatebi da nedle-uli); gavecnoT maragebis Sefasebis meTods da davazustoT, Tu ratom iqna arCeuli es meTodi; ganvsazRvroT maragebis asaki da mdgomareoba; rogor xdeba dazianebuli an moZvelebuli maragebis Sefaseba; aris Tu ara maragebi sakmarisi, raTa biznesma efeqtianad imoqmedos; saWiroa Tu ara eqspertizis Catareba. fasiani qaRaldebi fasiani qaRaldebis Seswavlis proceSi mizanSewonilia: gavecnoT sabazro fasiani qaRaldebis nusxas; gavarkvioT rogor xdeba maTi Rirebulebis gansazRvra; gansazRvreT maTi realuri sabazro fasi; gavarkvioT, xom ar aris am fasian qaRaldTagan romelime SezRuduli an giraod gacemuli.

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firmis uZravi qoneba aq aucilebelia: gavecnoT uZravi qonebis nusxas; gansazRvroT uZravi qonebis asaki da mdgomareoba; davadginoT Senobebisa da miwis realuri sabazro fasi; davadginoT saWiroa Tu ara eqsprtizis Catareba; saWiroebs Tu ara uZravi qoneba remonts an modernizacias; misaRebia Tu ara saremonto xarjebi; rogor xdeba uZravi qonebis dafinanseba; dasaSvebia Tu ara ipoTeka; saWiro iqneba Tu ara momavalSi damatebiTi uZravi qonebis SeZena; aris Tu ara uZravi qoneba dazRveuli. firmis manqana-danadgarebi manqana-danadgarebis analizis procesSi unda SeviswavloT: arsebul da ijariT aRebuli manqana-danadgarebis nusxa; manqana-danadgarebis asaki da mdgomareoba, agreTve, aucilebeli saremonto samuSaoebis raodenoba (sixSire); gansazRvroT, manqana-danadgarebidan romelia moZvelebuli da Tanamedrove doneze; saWiroeben Tu ara manqana-danadgarebi swraf SekeTebas, ra xarjebs moiTxovs es. firmis kreditoruli davalianeba aq aucilebelia gavecnoT kreditorul davalianebaTa nusxas da davadginoT, xom ar arian isini koncentrirebuli raime angariSebze; ganvsazRvroT gadasaxdeli Tanxebis asaki; gamovarkvioT, xom ar aris sakamaTo raime Tanxa da Tu aseTi problema arsebobs, davadginoT misi mizezebi; ganvsazRvroT oficialurad gaumJRavnebeli da samomavlo davalianebebi.

gasanaRdebeli Tamasuqebi da ipoTekuri davalianeba gavecnoT gasanaRdebeli Tamasuqebis da ipoTekur davalianebaTa nusxas. gamovarkvioT davalianebis mizezebi; ganvsazRvroT maTi gadaxdis grafiki; gamovarkvioT, arseboben Tu ara gasanaRdebeli Tanxebi da mocemulia Tu ara drois periodi, romlis ganmavlobaSic es Tanxebi ganaRdebul unda iqnen. lizingi lizingis analizis procesSi unda SeviswavloT: drois ra periods Seadgens lizingis darCenili vada ; 127

SesaZlebelia Tu ara saxelSekrulebo vadis gagrZeleba da Tu SesaZlebelia, damokidebulia Tu ara is moijareze; xdeba Tu ara saijaro gadasaxadis zrda, riT aris is gamowveuli, samomxmareblo saqonelze fasebis indeqsebis cvlilebiT Tu uZrav qonebaze dawesebuli gadasaxadebis zrdiT; arsebobs Tu ara salizingo xelSekrulebaSi lizingis SewyvetasTan dakavSirebuli punqti; ra vadebisa da pirobebis SemTxvevaSi daTanxmdeba miwis mflobeli saijaro vadis gagrZelebaze.

firmis personali rogoraa ganawilebuli movaleobebi, firmis personals Soris, ra xelfasebi da privilegiebi gaaCnia TiToeul mosamsaxures; ra Tanamdebobebia firmaSi; gaaCnia Tu ara TiToeul momsaxures misi Tanamdebobis Sesabamisi unar-Cvevebi da ayvanili arian Tu ara isini samuSaoze kontraqtis formiT; darCebian Tu ara isini samuSaoze biznesis Sesyidvis Semdeg. marketingi xom ar gaaCnia firmas raime nawarmiT vaWrobis gansakuTrebuli ufleba; aRwereT axali saxis nawarmi (Tu aseTi arsebobs) da miuTiTeT samomavlo realizaciis moculobis sidideze; geografiulad ra raionze vrceldeba biznesis mier gaweuli momsaxureba; procentulad bazris ra nawili ukavia mocemul bizness; ra upiratesobebi gaaCnia bizness konkurentebis mimarT; ra danaxarjebs eweva biznesi yovelwliurad marketingul saqmianobaze. firmis konkurentebi vin arian konkurentebi; bazris ra nawili ukaviaT maT ; ra upiratesobebi da naklovanebebi gaaCnia TiToeul konkurents. biznesis Sefasebis yvela es faqtori guldasmiT ganxilvasa da Seswavlas saWiroebs. zogierTma maTganma, SesaZloa, yidvis Sesaxeb gadawyvetilebaze dadebiTi zegavlena iqonios, zogma uaryofiTi. aq aucilebelia, gamoviyenoT eqspertTa daxmareba, raTa safuZvlianad gavacnobieroT miRebuli informacia. mizanSewonilia gadawyvetilebis miRebamde rac SeiZleba meti saWiro informaciis gaanalizeba. IV. 5. biznesis myidvelis finansuri uzrunvelyofis wyaroebi myidvelis dafinansebis wyaro, nawilobriv, Sesasyidi biznesis sididezea damokidebuli. saqmian organizaciaTa umravlesobis (gansakuTrebiT, mcire 128

zomis saqmiani organizaciebi) Sesyidva TviT myidvelis saxsrebiT xdeba. myidvelma, aucilebelia, moaxdinos sawyisi Tanxis gadaxda, amitom mas unda gaaCndes Sesabamisi sabrunavi kapitali. im SemTxvevaSi, Tu saWiro Tanxebi ar aris advilad xelmisawvdomi, myidvelma unda mimarTos dafinansebis gare wyaroebs. imisaTvis, rom aseTi saxis finansuri daxmareba iqnes gaweuli, gamsesxebeli pirad giraosTan erTad iTxovs monacemebs finansuri mdgomareobis Sesaxeb. mcire zomis kerZo biznesis Sesasyidad iSviaTad gaicema sesxi, is mxolod am biznesis aqtivebiTaa garantirebuli. gamsesxeblis azriT, pirovnebis piradi Tavdebobidan yvelaze mniSvnelovania uZravi qoneba da fasiani qaRaldebi. piradi Tavdebobis garda, gamsesxebelma unda daadginos is, aris Tu ara myidveli patiosani da adamiani, gaaCnia Tu ara mas sesxis dafarvis wyaroebi da kargad momzadebuli biznes-gegma. Cveulebriv, sesxis micema xdeba bankebis an sxva safinanso insti-tutebis meSveobiT. gare wyaroebidan finansuri mxardaWeris miRebis Sansebi miT ufro matulobs, rac ufro izrdeba Sesasyidi biznesis zomebi. bankebi, sadazRvevo da venCuruli kapitalis kompaniebi, dainteresebuli arian finansuri daxmarebis gawevaSi maSin, rodesac saqme exeba msxvilmasStabian SeZenas. am SemTxvevaSi, sesxis amRebs unda gaaCndes sesxis dafarvis stabiluri wyaro da kargad momzadebuli biznes-gegma. garigebis dros gamsesxebelma, SesaZloa, ar moiTxovos myidvelisagan piradi Tavdeboba da dajerdes mis mier mocemul garantiebs. sesxis sididis zrdasTan erTad, Tavdebad biznesis materialuri aqtivebi gamodian, ukanaskneli Seicavs debitorul davalianebas, maragebs, danadgarebs da uZrav qonebas. gamsesxebeli gansazRvravs sesxis gacemis pirobebs. sadazRvevo kompaniebisa da venCurul kapitalistTa SemTxvevaSi, gamsesxebelma, SesaZloa, Sesasyid biznesSi garkveuli wili da mniSvnelovani gadawyvetilebebis miRebaSi monawileobis ufleba moiTxovos. Cveulebriv, sadazRvevo kompaniebi, mxolod iseT garigebebSi Rebuloben monawileobas, romelic 10 milion dolarze met Tanxas exeba. zemoT CamoTvlili finansuri kompaniebi sesxs TiTqmis igive pirobebiT gascemen, rogorc bankebi, radganac maT ufro didi daintereseba gaaCniaT, vidre bankebs, amitom isini mzad arian, ufro didi riski gaswion. kerZo biznesis Sesyidvis procesSi, aucilebelia aqtivebis sistematizeba im mizniT, rom isini an TviT biznesis mflobelis, an gareSe wyaros mier gaRebuli sesxis garantad gamovidnen. mflobeli im SemTxvevaSia mowadinebuli, gawios finansuri daxmareba, Tu Tvlis, rom es aucilebelia sasurveli Tanxis misaRebad. gare gamsesxebeli imaSi unda iyos darwmunebuli, rom riski sesxis ardafarvis SemTxvevaSi minimaluria, xolo garigeba ki sakmaod momgebiani. safinanso institutebi, rogorc wesi, Zalze konservatulebi arian, amitom, maTi yuradReba valis dafarvazea koncentrirebuli. gare finansuri daxmarebis misaRebad, aucilebelia gagvaCndes is informacia, romelic unda miiRos gamsesxebelma gadawyvetilebis misaRebad. es monacemebi unda Sediodes sesxis misaReb specialur moTxovnaSi da Seicavdes Semdeg punqtebs: sesxis aRebis mizani; saWiro Tanxa; sasurveli pirobebi; valis dafarvis wyaro; garantiebi; biznesis istoria da buneba; 129

xelmZRvanel personalTa asaki, gamocdileba da ganaTleba; produqcia (nawarmi) an momsaxureba; momsaxurebis gavrcelebis raioni da ganawilebis sistema; ZiriTadi klientura; mimwodeblebi; konkurentebi; ZiriTadi kapitali; biznesis sami wlis finansuri dokumentebi; biznesis sami wlis sagadasaxado deklaraciebi; mimdinare piradi finansuri dokumentebi; biznesis samomavlo mogeba-zaralis uwyisi, sabalanso uwyisi da sakaso konsolidirebuli biujeti (sul mcire, sami wlis). IV. 6. biznesis Rirebulebis dadgena.

biznesis Rirebulebis gansazRvra yidva-gayidvis garigebis erT-erTi mniSvnelovani nawilia. myidvelebi da gamyidvelebi xSirad ar eTanxmebian erTmaneTs, TiToeul mxares gaaCnia Tavisi argumentebi, romlebic SeiZleba dafuZnebuli iyos, rogorc logikaze, ise emociebze. rig SemTxvevaSi myidvels hgonia, rom biznesis Sesyidvis Semdeg adgili eqneba sinergizmis efeqts (movlena, rodesac saerTo Sedegi aWarbebs calkeuli efeqtebis jams) an maStabur efeqts (movlena, romelic gamoixateba mudmivi saSualo danaxarjebis SemcirebiT produqciis erTeulze), rac axali mflobelis mier biznesis axleburad gaZRolis Sedegad miiRweva. SeTanxmebis misaRwevad saWiroa, rom gasayidi biznesis dadgenili fasi orive mxares akmayofilebdes amasTan, isini kargad unda erkveodnen im faqtorebSi, romelTa saSualebiTac moxda am fasis dadgena. biznesis Sefasebis cnobili eqsperti Senon frati [256, p.81] gvTavazobs eqvs yvelaze mniSvnelovan faqtors: - informacia Semosavlebis Sesaxeb; - kompaniis saerTo mdgomareoba (Senoba-danadgarebis mdgomareoba, saaRricxvo wignebisa da angariSebis sisrule da sizuste); - aRniSnul biznesSi sabazro moTxovna; - firmis ekonomikuri mdgomareoba; - gudvilis an sxva aramaterialur faseulobaTa axali mflobelisaTvis gadacemis SesaZlebloba; - momavali mogebis potenciali. zemoT CamoTvlili eqvsi faqtori gansazRvravs biznesis realur sabazro Rirebulebas. biznesi iSviaTad gadadis xelidan xelSi realur sabazro fasad. amis mizezi aris is damatebiTi faqtorebi, romlebic did rols TamaSoben SeTanxmebuli fasis koreqtirebis procesSi. esenia: - calkeuli myidvelisa da gamyidvelis mier wayenebuli garkveuli pirobebi. - Tanxebsa da gadaxdis vadebs Soris gansxvaveba. - sagadasaxado pirobebis SefardebiTi sargeblianoba, rogorc myi-dvelisaTvis ise gamyidvelisaTvis, rac damokidebulia garigebis Sinaarsze. realuri sabazro fasi warmoadgens im fass, romliTac sakuTreba gadadis gamyidvelidan myidvelis xelSi. arsebobs biznesis Rirebulebis gansazRvris sxva meTodebic, iseTebi, rogoric aris: biznesis Rirebulebis gansazRvra sabalanso uwyisis meTodis 130

saSualebiT es midgoma moiTxovs biznesis aqtivebis Rirebulebis gansazRvras. am meTods yvelaze xSirad maSin iyeneben, rodesac biznesis Semosavlebis wyaros ufro metad aqtivebi da ara momsaxureTa wvlili warmoadgens arseboben sabalanso uwyisze dafuZnebuli is meTodebi, romelTa saSualebiTac xdeba biznesis Rirebulebis gansazRvra. maT Sorisaa `aRricxuli~ (realur ZiriTad kapitals plius sabrunavi saxsrebi da minus davalianebebi), koreqtirebuli (dazustebuli) `aRricxuli~ da salikvidacio Rirebuleba. TiToeul meTods Tavisi gamoyenebis sfero gaaCnia. sabalanso uwyisis meTodebs Soris yvelaze xSirad koreqtirebuli `aRricxuli~ Rirebulebis meTodi gamoiyeneba. am meTodiT TiToeuli aqtivis `aRricxuli~ Rirebulebis jami zustdeba davalianebis gamoklebiT. aqtivebis `aRricxuli~ Rirebulebis dazusteba xdeba: debitoruli davalianebiT _ (xSirad amcireben, raTa aisaxos zogierTi davalianebis miRebis realuroba), maragebiT _ (Cveulebriv, amcireben, radgan SeiZleba garTuldes mTeli maragebis Tavis fasSi realizacia), uZravi qonebiT _ (Cveulebriv, zrdian, radgan saqmeSi CaSvebis Semdeg xSirad misi fasi izrdeba). Rirebulebis gansazRvra mogeba-zaralis uwysisis meTodis saSualebiT miuxedavad imisa, rom sabalanso uwyisis meTodi biznesis Rirebulebis gansazRvris erT-erT saSualebas warmoadgens, praqtikaSi mainc ufro miRebulia mogeba-zaralis uwyisis meTodis gamoyeneba. mogeba-zaralis uwyisis meTodebi yvelaze metad dakavSirebulia biznesis aqtivebiT miRebul mogebasTan, an am aqtivebiT warmoqmnil fulad saxsrebTan. am mizniT, rogorc wesi, iyeneben fulis moZraobis diskontis meTods. es meTodi moicavs oTx etaps: I etapi samomavlo fuladi saxsrebis moZraobis gamoTvlaSi did daxmarebas gagiwevT wina fuladi saxsrebis moZraobis aRmricxveli dokumentebi. gamoTvliTi fulis moZraobis Sesaxeb informacia unda Seicavdes Semdeg maCveneblebs: biznesis sufTa mogeba an zarali; mflobelis xelfasi (romelic menejeris honorarze metia); mflobelis mier gaweuli xarjebi (rogoricaa: mivlinebis xarjebi, piradi dazRveva da sxvaa; procentebi; araperioduli danaxarjebi (rogoricaa iuristebis araperioduli honorarebi); arafuladi danaxarjebi (rogoricaa amortizacia); mowyobilobebis Secvla an axlis SeZena. (es danaxarjebi myidvelma unda gaswios samomavlo fulis moZraobis gamoTvlis procesSi). miuxedavad imisa, rom SesaZlebelia samomavlo fulis moZraobis ramdenime wliT adre dagegmva, mcire sawarmoTa umravlesobas saxsrebis simciris gamo, ar SeuZliaT maTi Soreuli perspeqtivis gansazRvra. didi zomis 131

biznesisaTvisac ki garkveul siZneles warmoadgens fulis moZraobis xuT weliwadze meti vadiT dagegmva. II etapi mas Semdeg, rac davgegmeT samomavlo fulis moZraoba, unda gamovTvaloT misi diskontirebuli Rirebuleba, rac myidvelis investiciisaTvis Sesaferisi kapitaldabandebis anazRaurebis koefi-cientis (mogebis normis) an kapitalizaciis normis gaangariSebiT keTdeba. mogebis norma (kapitaldabandebis anazRaurebadobis koeficienti) sxvadasxva biznesisaTvis gansxvavdeba da misi gansazRvra garkveul riskTanaa dakavSirebuli. rac ufro nakleb riskTanaa dakavSirebuli biznesis investireba, miT ufro pataraa mogebis norma. sasurveli mogebis norma 20-50% warmoadgens, xolo biznesTa umravlesobisaTvis is 30-40% Seadgens. samomavlo fulis moZraobis diskontirebuli Rirebulebis gansazRvra xdeba safinanso gamoTvlebis daxmarebiT, anda specialuri diskontirebuli Rirebulebis cxrilebiT. qvemoT moyvanilia magaliTi, Tu rogor xdeba gadaangariSeba 40%-iani mogebis normiT. weliwadi 1 2 3 4 5 dagegmili fulis diskontirebis diskontirebuli moZraoba koeficienti* Rirebuleba $360 714 $257 $383 510 $195 $397 364 $145 $413 260 $107 $438 186 $81

____________ 785 jami** ___________________________________________________________________ * dafuZnebulia 40%-ian mogebis normaze. diskontirebis koeficienti klebulobs yovel momdevno weliwadSi. ** diskontirebul dagegmil fulis moZraobaTa jamis diskontirebuli Rirebuleba. es monacemi emateba biznesis ZiriTadi kapitalis narCen Rirebulebas, riTac miiReba biznesis mTliain Rirebuleba. III etapi Semdeg etapze aucilebelia biznesis ZiriTadi kapitalis narCeni Rirebulebis dadgena. biznesis ZiriTadi kapitalis narCeni Rirebuleba warmoadgens biznesis winaswar Sefasebul diskontirebul Rirebulebas fulis moZraobis dagegmvis periodis bolosaTvis (Cvens SemTxvevaSi me-5 wlis bolos). igi gamoiTvleba biznesis sawyisi sufTa Rirebulebisa da samomavlo yovelwliuri namatebis dajamebiT. biznesis sufTa Rire-bulebis yovelwliuri namatebi, rogorc yovelwliuri dabegrili Semosavlebis jami ganisazRvrebian, imis gaTvaliswinebiT, rom ar moxda aqciebis dividendebis gacema. am namats umateben biznesis sawyis sufTa Rirebulebas da xdeba ukve am jamis diskontirebuli Rirebulebis gansazRvra, ris safuZvelzec vadgenT biznesis ZiriTadi kapitalis narCen Rirebulebas. 132

IV etapi am etapze biznesis ZiriTadi kapitalis narCen Rirebulebas umateben dagegmil samomavlo fulis moZraobis jamur diskontirebul Rirebulebas, romelic winaswar gamoiTvleba biznesis sasurveli fasis misaRebad. qveviT moyvanilia amis magaliTi.

dabegrili Semosavali $125 $131 $138 $144 $152 _______ sufTa Rirebulebis namatebis jami $ 690 mimdinare sufTa Rirebuleba $ 910 mTliani sufTa Rirebuleba $ 1600 narCeni Rirebuleba (1600 X 0.186) $ 1600 *** __________________________________________________________ *** mTliani sufTa Rirebulebis dagegmili fulis moZraobis bolo wlis diskontirebis koeficientze gamravlebiT vRebulobT biznesis sawyisi kapitalis narCen Rirebulebas. biznesis sawyisi kapitalis narCeni Rirebulebis ($ 298) da dagegmil fulis moZraobaTa jamuri diskontirebuli Rirebulebis ($ 785) SekrebiT vRebulobT biznesis Rirebulebas ($ 1,083). miuxedavad imisa, rom es formula farTod gamoiyeneba, ar SeiZleba misi aseTi martivi formiT gamoyeneba Rirebulebis Sesaxeb saboloo gadawyvetilebis misaRebad. igi gamousadegaria iseTi sakiTxebis ganxilvis procesSi, rogoric aris myidvelis mier sabrunavi kapitalis investireba, garigebis pirobebi, anda iseTi aqtivebis Rirebulebis gansazRvris procesSi, rogoric aris uZravi qoneba, romelic SesaZloa ar iyos saWiro samomavlo fulis moZraobis dagegmvisTvis. amdenad, es formula sasargebloa im saorientacio fasis dadgenis procesSi, romelic molaparakebebis warmoebis dros gamoiyeneba. IV.7. biznesis yidva-gayidvis garigebaTa struqtura da molaparakebaTa kultura biznesis yidvis procesSi, mis Sesaxeb informaciis Sefasebas biznesis myidvelebi, garkveuli dargis konsultantebi, profesionali Suamavlebi, biznesis Sefasebis eqspertebi, kvalificiuri buRaltrebi da iuristebi awarmoeben. biznesis Sefasebebis eqspertebs biznesis Rirebulebis gansazRvra damoukideblad SeuZliaT. aucilebelia, gaviTvaliswinoT is garemoebac, rom isini eyrdnobian gamyidvelis mier mowodebul informacias. mrCevlis rolSi SeiZleba gamoviyenoT kvalificiuri buRaltrebi, romlebic yvelaze ukeT Caatareben sabuRaltro reviziasa da finansuri dokumentebis analizs. 133

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biznesis yidva-gayidvis dros mrCevlis rolSi SeiZleba kvalificiuri iuristis gamoyeneba. iuristebi monawileobas Rebuloben biznesis Rirebulebis gansazRvris, gasayidi fasis SeTanxmebisa da saWiro dokumentebis momzadebaSi. imis gamo, rom molaparakebis procesSi maTma CarTvam SesaZloa warmoqmnas myidvelsa da gamyidvels Soris garkveuli daZabuloba, isini molaparakebis procesebs bolo stadiaze erTvebian. iuristis ZiriTad funqcias warmoadgens mxareebis mier SeTanxmebuli yidva-gayidvis dokumentebis momzadeba. isini orive mxaris interesebs unda Seicavdnen. iuristis SerCevis mniSvnelovan kriteriumebs warmoadgens kargi praqtika, gamocdileba da reputacia. arsebobs biznesis yidva-gayidvis struqturis ori ZiriTadi forma: 1) gamyidvelis korporaciis aqtivebis Sesyidva. da 2) gamyidvelis aqciebis Sesyidva. aqtivebis Sesyidvis safuZvelze garigebis dros Sesasyidi aqtivebi aisaxeba kontraqtSi. myidvels gadaecema yvela aqtivi, fulis da debitoruli davalianebis garda. gamyidveli grZelvadian da moklevadian davalianebaTa dasafaravad iyenebs gayidviT miRebul Semosavals. myidveli yidulobs bizness danadgarebis, mowyobilobebis, maragebis, aseve savaWro niSnis, gudvilis (prestiJs) da sxva aramaterialuri aqtivebis saxiT. aqtivebze dafuZnebuli garigeba ufro metad momgebiania myidvelisaTvis. myidveli iZens axali Rirebulebas aqtivebSi, rac ufro didi saamortizacio anaricxis gakeTebis saSualebas iZleva. amitomac aris, rom myidveli, upiratesobas aniWebdes aqtivebze dafuZnebul SeTanxmebas, amiT man SeiZleba aaridos Tavi gamyidvelis farul an ucnob davalianebebze pasuxismgeblobas. aqciebze dafuZnebuli garigebis dros gamyidvelis korporaciis yvela aqtivi da davalianeba, agreTve, aqciebi gadaecema myidvels. zogierT SemTxvevaSi, myidvelma da gamyidvelma SeiZleba gamoricxon SeTanxmebidan zogierTi aqtivi an davalianeba. aqciebze dafuZnebuli garigebebi gamoricxaven lizingis gadacemis aucileblobas im SemTxvevaSi, rodesac salizingo xelSekruleba korporaciis saxeliT aris dadebuli. aqciebze dafuZnebuli SeTanxmebis dros gamyidvelis faruli valebis `memkvidreobiT~ miRebis riski minimumamdea dayvanili im SemTxvevaSi, Tu myidvels mieniWeba gamyidvelis davalianebaTa kompensaciis miRebis ufleba. gayidva gadavadebiT. iSviaTad xdeba kerZo biznesis yidva-gayidva sruli Tanxis gadaxdiT. TiTqmis yvela SeTanxmeba dafuZnebulia gadavadebiT gayidvis kontraqtze, romlis Tanaxmadac, gamyidveli Rebulobs garkveul Tanxas, xolo gasayidi fasis nawils TviTon mflobeli afinansebs. mcire zomis kerZo biznesisaTvis sawyisi Senatani gasayidi fasis 10-40% warmoadgens, amasTan, myidveli kompensaciis saxiT iZleva sasesxo valdebulebas, romelic garantirebulia mxolod biznesis aqtivebiT. aseTi valdebulebebis vada, Cveulebriv, 3-15 weliwads Seadgens, xolo saprocento norma, xSir SemTxvevaSi 9-12%-ia. Sesyidvebi aRebuli sesxis safuZvelze. `Leveraged buy out~ biznesis Sesasyidad gamoyofili sesxis dafarvis garantad gvevlineba. Leveraged buyout-is dros myidveli, Cveulebriv, an saerTod arafers ar ixdis, an ixdis Zalian cotas, Tanac sesxs sakredito dawesebulebidan iRebs. Sesyidvis aseTi meTodi aqtivebiT mdidari biznesisaTvis gamoiyeneba. bizness, romelsac ar gaaCnia sruli Leveraged buyout-isaTvis saWiro aqtivebi, SeuZlia arasruli Leveraged buyout-is ganxorcieleba. aseTi struqturis dros myidveli afinansebs garigebis nawils da Rirebulebis danarCeni nawilis 134

dasafaravad gamoiyeneba sesxi, radgan Leveraged buyout-is meTodi ufro metad amZimebs kompanias valebiT, vidre dafinansebis sxva forma. myidveli unda iyos darwmunebuli imaSi, rom mocemuli biznesi SeZlebs valis dafarvas. biznesis yidva-gayidvis procesSi mniSvnelovani adgili uWiravs molaparakebebis warmoebis kulturas. molaparakebaTa procesisaTvis damaxasiaTebelia azrTa sxvadasxvaoba. am procesSi mxolod realisturad moazrovne monawiles SeuZlia, SemoqmedebiTad miudges problemis gadawyvetas. aucilebelia, TiToeulma mxarem icodes yvelaze mniSvnelovani sakiTxebi, gaerkves imaSi Tu ratom ukavia partniors am sakiTxTan dakavSirebiT negatiuri pozicia. molaparakebis procesSi fasi SeTanxmebis mxolod erT aspeqts warmoadgens. arseboben sxva aranakleb mniSvnelovani sakiTxebi, iseTebi rogoricaa: valis dafarvis vada da gadasaxadebTan dakavSirebuli problemebi da sxva. cxadia, rom gamyidvels molaparakebis procesSi upiratesoba gaaCnia, rameTu igi ukeT icnobs gasayid bizness, myidveli am upiratesobis Semcirebis mizniT, unda Seecados, rac SeiZleba ukeT gaecnos Sesasyid bizness. imisaTvis, rom vawarmooT molaparakeba, ar kmara mxolod biznesis Seswavla. TiToeuli mxare kargad unda icnobdes meoris mier biznesis yidvis an gayidvis motivebs da mis samomavlo gegmebs. molaparakebis mxareebs unda esmodeT, Tu ra faqtorebi ganapirobeben mopirdapire mxaris pozicias ama Tu im sakiTxTan dakavSirebiT. samuSao strategiis ganviTareba, ara mxolod meore mxaris poziciebis codnas, aramed sakuTari poziciis arsebobasac niSnavs. mxareebma werilobiT unda Camoayalibon TavianTi poziciebi. agreTve, TavianT motivaciebSi unda gansazRvron SesaZlo problemebi. am SemTxvevaSi, TiToeuli mxare SeZlebs meoris mier dasaxuli miznebis ganWvretas. myidvelma unda moiTxovos gamyidvelisagan, rom man ar awarmoos sxva myidvelebTan molaparakeba maSin, roca ukve mimdinareobs konkretuli SemoTavazebebis ganxilva. am stadiis dadgomamde gamyidvelebs is upiratesoba gaaCniaT, rom maT SeuZliaT ramodenime myidvelTan erTdroulad awarmoon molaparakeba. molaparakebis msvlelobisas, yvelaze mniSvnelovania sakiTxebis danaxva meore mxaris poziciidan gamomdinare. aseTi midgoma aadvilebs SeTanxmebis miRwevas. IV. 8. saqmiani winadadebis Sefaseba da gayidvis pirobebis dadgena saqmiani winadadebis SeTavazebamde myidveli, Cveulebriv, ramdenime bizness ikvlevs. zogjer am Ziebis procesSi SesaZloa konfidencialurobis xelSekrulebaze xelmowera. es avaldebulebs myidvels biznesis Sesaxeb miRebuli informacia ar gaumxilos aravis, garda Tavisi mrCevlisa. myidvelma unda gansazRvros biznesis Rirebulebis SesaZlo diapazoni. biznesis gankargulebaSi myofi qonebis Rirebuleba SeiZleba ganisazRvros, rogorc biznesis fasis qveda zRvari. fasis zeda zRvaris dadgena ki SeiZleba kapitalis im raodenobis dadgeniT, romelic miiReba axali menejmentis pirobebSi. myidvelisaTvis xelmisawvdomi unda iyos yvela saWiro dokumenti. am SemTxvevaSi, Tu xdeba raime informaciis dafarva, SesaZlebelia Semdegi: molaparakebia Sewyveta, an dafaruli informaciis gamJRavnebis moTxovnis wamoyeneba. gadawyvetileba damokidebulia dafaruli info-rmaciis sidideze 135

da Sinaarsze. SeTavazeba SeiZleba aisaxos yidva-gayidvis xelSekrulebaSi an mieces valdebulebis saxe. Cveulebriv, yidva-gayidvis xelSekruleba ramodenime nawilisagan Sedgeba. imis miuxedavad, Tu xelSekrulebis ra formasTan gaqvT saqme, is unda Seicavdes Semdeg punqtebs: biznesis saerTo SemoTavazebuli fasi; fasis Semadgeneli nawilebi (sagarantio sawindari da sawyisi Senatani, bankis kreditis sidide, gamyidvelis mier dafinansebuli kreditis sidide); Sesasyid valdebulebaTa da aqtivTa sia. debitoruli davalianebis minimaluri da kreditoruli davalianebis SesaZlo maqsimaluri Tanxa; xelSekrulebis dadebis momentisTvis danadgarebis mdgomareoba; myidvelis ufleba miiRos kompensacia, romlis sidide ganisazRvreba xelSekrulebis dadebis Semdeg gasastumrebel valdebulebaTa zomiT da xelSekrulebaSi miTiTebul maragebSi cvlilebebis SetaniT; naTlad gansazRvruli garantiebi, arsebuli kontraqtis kanoniereba, sagadasaxado da iuridiul davalianebasTan dakavSirebuli SezRudvebi; lizingis gadacemasTan dakavSirebuli gayidvis pirobebi, finansuri uwyisebis Semowmeba, licenziebis gadacema, xelSekrulebis finansuri an sxva saxis pirobebis gacnoba; ijarasTan, komunalur momsaxureobasTan, xelfasebTan da avansad gaweul danaxarjebTan dakavSirebuli gadavadebebi; Sesasyidi fasis gadaxdis pirobebi; xelSekrulebis dadebis TariRi. yidva-gayidvis xelSekruleba warmoadgens, rTul dokuments, amitom kargi iqneba, Tu mis Sesadgenad gamoiyeneba specialistis daxmareba. gamyidveli unda gaecnos SemoTavazebis TiToeul punqts. is SemoTavazebebi, romelTa miRebac gamyidvelis mxridan yvelaze metadaa mosalodneli, garkveulwilad, biznesis sididezea damokidebuli. Tu myidveli individualur pirs warmoadgens, gamyidvelma unda moiTxovos misi piradi finansuri uwyisi, xolo Tu myidveli sxva kompaniaa misi yovelwliuri angariSi. Tu myidveli sxva kompaniaa, aucilebelia gansazRvroT, Tu ra dgas am Sesyidvis ukan. xom ara aqvs adgili sinergizms an maStabur efeqtebs. myidvelma unda moamzados da gamyidvels warudginos Sesyidvis Semdgomi biznes-gegma. da bolos, aucilebelia guldasmiT SeviswavloT saqmiani winadadebebi valdebulebebisa da aqtivebis Sesyidvis Taobaze. SesaZloa, aqtivebze SemoTavazebuli fasi ufro dabali aRmoCndes, vidre aqtivebis realuri Rirebuleba. mas Semdeg, rac myidvelma da gamyidvelma saxelSekrulebo kontraqts xeli moaweres, SeTanxmebis dasrulebamde aucilebelia darCenili sakiTxebis dazusteba. aseTi sakiTxebia lizingis gadacema, finansuri uwyisebis Semowmeba, licenziaTa gadacema, dafinansebis pirobebis dadgena. Cveulebriv, am sakiTxebis gasaanalizeblad iniSneba garkveuli TariRi. Tu ar moxda am sakiTxebis gadawyveta drois garkveul vadebSi, xelSekrulebac gauqmebulad iTvleba. biznesis xelSekrulebebi an rogorc maT uwodeben qlouzingebi, Cveulebriv ori gziT unda gaformdes: 1. xelSekrulebas amzadebs iuristi. am proceduris dros myidvelis an damoukidebeli iuristi, romelic orive mxaris interesebs warmoadgens, amzadebs xelSekrulebisaTvis saWiro dokumentebs. myidveli da gamyidveli rwmunebul iurists winaswar daniSnul dros xvdebian. Sexvedraze myidveli da gamyidveli xels aweren dokumentebze. 136

saxelSekrulebo rwmunebuls SeuZlia, mxareebs daxmareba gauwios azrTa sxvadasxvaobis SemTxvevaSi situaciis gawonasworebaSi. gadasaxdeli Tanxa gadaecema saxelSekrulebo rwmunebuls da is mas xelSekrulebis xelmoweris Semdeg gascems. 2. deponireba. deponirebis tipis xelSekrulebis dros gadasaxdeli Tanxa, giravnobis sabuTi da sxva dokumentebi neitralur mxares, an deponirebis agents gadaecema. deponirebis agentSi, Cveulebriv, sadeponiro kompania an finansuri dawesebulebis sadeponiro ganyofileba igulisxmeba. myidveli da gamyidveli xels aweren sadeponiro instruqciebs, sadac miTiTebulia is sakiTxebi, romlebic SeTanxmebis dasrulebamde unda ganixilon. mas Semdeg, rac yvela sakiTxi ganxilulia, deponirebis agenti gascems adre gaformebul dokumentebsa da Tanxebs. imarTeba saboloo oficialuri Sexvedra, romelzec xdeba dokumentebze xelis mowera. xelSekrulebis dasasruleblad saWiroa garkveuli saxis dokumentebi. yidva-gayidvis dokumenti sabaziso dokumentia, romlis safuZvelzec SeTanxmebis dasrulebisaTvis saWiro sxva dokumentebi formdeba. qveviT moyvanilia im dokumentTa nusxa, romlebic yvelaze xSirad gamoiyenebian SeTanxmebis bolo stadiaze. esenia: xelSekrulebis furceli: miTiTebulia xelSekrulebis dadebis TariRi, agreTve, xarjebis is raodenoba, romelic ifareba mxareebis mier, im kreditis sidide, romelic TiToeulma mxarem unda miiRos. sadeponiro xelSekruleba: gamoiyeneba mxolod deponirebis xelSekrulebis gaformebis dros. am dokumentSi miTiTebulia deponirebis pirobebi, sadeponiro agentis movaleobebi da is aucilebeli pirobebi, rac deponirebuli Tanxebisa da dokumentebis gasacemadaa saWiro. giravnobis sigeli: miTiTebulia gadasacemi realuri aqtivebis moculoba, agreTve, kompensaciis sidide, romelic am aqtivebisaTvis iqneba gadaxdili. sasesxo valdebuleba: gamoiyeneba mxolod ganawilvadebiTi gayidvis dros. masSi miTiTebulia sesxis sidide da drois is periodi, romlis ganmavlobaSic myidvelma gamyidvels es vali unda daubrunos. agreTve, am dokumentSi miTiTebulia is kompensaciebi, romelsac gamyidveli miiRebs, myidvelis mier valis gadauxdelobis SemTxvevaSi. sagarantio xelSekruleba: warmoadgens garantias aqtivebis saxiT, romelsac myidveli agiravebs sasesxo valdebulebisa da ZiriTadi valis gastumrebis uzrunvelsayofad. masSi, agreTve, miTiTebulia drois is periodi, romlis ganmavlobaSic myidveli Tanaxmaa, saqmeSi CauSvas aqtivebi, romlebic uzrunvelyofen valis dafarvas. arakonkurenciulobis xelSekruleba:, momsaxurebis gavrcelebis raionis farglebSi, drois garkveuli periodis ganmavlobaSi icavs myidvels da mis investiciebs gamyidvelis myisieri konkurenciisagan. arakonkurenciulobis dokumenti zogjer Sesyidva-gayidvis xelSe-krulebis Semadgenel nawils warmoadgens, zogjer ki rogorc calke dokumenti isea warmodgenili. xelSekruleba saqmianobis Sesaxeb: masSi miTiTebulia momsaxurebis is tipi, romliTac gamyidvelma unda uzrunvelyos myidveli, kompensaciis sidide, drois periodi, romlis ganmavlobaSic yovelkvireulad an yovelTviurad myidvels unda miewodos zemoT aRniSnuli momsaxureba, xelSekrulebis ZalaSi yofnis vada, is meTodi, romlis saSualebiTac SesaZlebeli iqneba xelSekrulebis vadamde adre gauqmeba.

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IV.

9. biznesis samarTlebrivi formis SerCeva

mas Semdeg, rac xelmowerilia gadawyvetileba biznesis Sesyidvis Sesaxeb, aucilebelia sabolood davadginoT misi yvelaze efeqtiani samarTlebrivi forma. dResdReobiT mravali mizezi arsebobs imisaTvis, rom mcire biznesis menejerma yuradReba miaqcios sakuTari firmisaTvis samarTlebrivi formis SerCevas. sagadasaxado kanonebisa da arsebuli kapitalis cvalebadoba _ es aris is ori faqtori romelic unda gaiTvaliswinos menejerma biznesis samarTlebrivi formis SerCevis procesSi. arsebobs biznesis sami ZiriTadi forma: erTpirovnuli mflobeloba, amxanagoba da korporacia. TiToeuls gaaCnia Tavisi upiratesobebi da naklovanebebi, amitom saWiroa TiToeuli maTganis Sefaseba, raTa ganvsazRvroT, pasuxobs Tu ara esa Tu is forma saqmianobis garkveul pirobebs, miznebsa da saWiroebebs. biznesis es organizaciuli formebi detalurad aRwerilia III TavSi, amitom, maT safuZvlian ganxilvas ar SevudgebiT. amasTan, avRniSnavT, rom erTpirovnuli mflobeloba warmoadgens iseT samarTlebriv formas, romelic gulisxmobs biznesis erTi piris mier flobas da xelmZRvanelobas. erTpirovnuli mflobelobis dasafuZneblad saWiroa mxolod licenziebis (uflebebis) miReba. ase rom, es mcire biznesis organizebis yvelaze gavrcelebuli formaa. ukeTesia Tu damwyebi biznesmeni sawyis etapze am samarTlebriv formas airCevs, xolo Semdgom, warmatebis SemTxvevaSi SeuZlia, amxanagobaze an korporaciaze gadavides. amxanagoba aris ori an meti piris, rogorc biznesis Tanamflobelis TanamSromloba mogebis miRebis mizniT. amxanagobis dafuZneba moiTxovs specialuri dokumentis _ `Articles of Partnership~ SemuSavebas. am dokumentSi Semavali punqtebi asaxaven partniorebis mier biznesis saqmianobaSi Setanil wvlils (finansuri, materialuri, Tu mmarTveluri tipis) da TiToeuli partnioris movaleobas. qveviT moyvanilia zogierTi punqti, romelsac amxanagobis Sesaxeb xelSekruleba moicavs: saxeli, mizani, misamarTi; xelSekrulebis xangrZlivoba; partniorTa tipebi (saerTo an SezRuduli pasuxsimgeblobis, aqtiuri an pasiuri); partniorebis mier Setanili wvlili (saqmis dawyebisas, mogvianebiT); biznesis danaxarjebi (rogor ifareba); uflebamosilebebi (TiToeuli partnioris uflebamosileba); sxvadasxva valebi; saaRricxvo wignebi, uwyisebi da aRricxvis meTodi ; mogeba-zaralis ganawileba; piradi sargeblobisaTvis amoRebuli Tanxebi an xelfasebi; partnioris uflebebi; partnioris gardacvaleba (firmis daSla); personalis marTva; valebis dafarva; partnioris wilis gayidva; arbitraJi; amxanagobis Sesaxeb xelSekrulebaSi Setanili damatebebi, 138

Sesworebebi, an mTlianad xelSekrulebis Secvla; uTanxmoebis gadawyveta; gadaxdisuunaroba. amxanagoba biznesis organizebis sxva formebisagan gansxvavdeba: amxanagobis xanmokle sicocxlisunarianobiT; sul cota, erTi partnioris SeuzRudavi pasuxismgeblobiT; aqtivebis TanaflobiT; mmarTveluri movaleobebis ganawilebiT. ganasxvaveben partniorTa ramdenime tips: _ namdvili partniori. _ aqtiuri da cnobili, rogorc partniori. _ aqtiuri partniori. _ SeiZleba iyos an ar iyos namdvili partniori. _ faruli partniori. _ aqtiuri, magram ar aris cnobili, rogorc partniori. _ pasiuri partniori. _ araaqtiuri, amasTan ar aris cnobili, rogorc partniori. _ Cumi partniori. _ araaqtiuri (magram SeiZleba cnobili iyos, rogorc partniori). _ nominaluri partniori (yalbi partniori). _ ar aris namdvili partniori, rameTu ar warmoadgens romelime mxares amxanagobis Sesaxeb xelSekrulebaSi. nominaluri partniori iqceva ise rogorc realuri partniori, an uflebas aZlevs sxva pirebs, imoqmedon misi, rogorc partnioris saxeliT. amitom nominaluri partniori pasuxsimgebelia mesame piris winaSe, romelmac mis saxelze krediti gasca. qvepartniori. _ pirovneba, romelic ar warmoadgens amxanagobis wevrs, magram erT-erT partniorTan dadebuli aqvs kontraqti, romlis Tanaxmadac, qvepartniori iRebs garkveuli wils aseTi partnioris saqmianobisa da mogebis wilidan. SezRuduli pasuxismgeblobis anu komanditoruli partniori. _ kanoniT dadgenilia, rom komanditoruli partniori mxolod mis mier biznesSi dabandebuli Tanxis dakargvis risks eweva. radgan aseTi partniori ar Rebulobs monawileobas mmarTveluri gadawyvetilebebis miRebasa Tu firmis xelmZRvanelobaSi, igi ar aris iseTive pasuxismgebeli biznesis valebze, rogorc mTavari partniori. firmis moRvaweoba SezRudulia mxolod erTi partnioris, rogorc wamyvani Zalis, moqmedebiT. amxanagobis wilis gauqmebis sirTule. momzadebuli werilobiTi xelSekrulebis gareSe Znelia partnioris wilis gamosyidva. korporacia biznesis sami organizaciuli struqturidan yvelaze rTul formas warmoadgens. is misi mflobelTagan gansxvavebuli iuridiuli piria. amdenad, mas Semdeg rac SerCeulia perspeqtiuli biznesi SesaZlebelia, davadginoT biznesis organizaciis forma. Tu miRebulia gadawyvetileba individualuri kerZo formis gaxsnis Sesaxeb, aucilebelia firmis wesdebis SemuSaveba, registracia, mimdinare angariSis gaxsna bankSi, ijaris SemTxvevaSi saijaro qiris gadaxda da sxva. amxanagobis dafuZnebis SemTxvevaSi, aucilebelia, damfuZnebeli xelSekrulebis, organizaciis wesdebis SemuSaveba. damfuZnebel xelSekrulebaSi ganisazRvreba partniorebis uflebamovaleobani. korporaciis SeqmnisaTvis, aseve aucilebelia misi registracia, damfuZnebeli dokumentebis SemuSaveba, Semdgom direqtorTa sabWos dadgena, menejerTa raodenobis gansazRvra da sxva. biznesis optimaluri forma damokidebulia rig faqtorebze: safinanso resursebis odenobaze, warmoebis tipze; momuSaveTa raodenobaze; gadasaxadebis moculobaze da sxva. am sakiTxebTan mimarTebiT 139

informaciebis mopoveba SeiZleba sagadasaxado departamentSi, specializebul iuridiul Tu sabuRaltro firmebSi Tu sakonsultacio centrebSi. IV. 10. mcire sawarmoebSi biznes-gegmis Sedgenis organizacia biznes-gegma warmoadgens, rogorc investiciebis mozidvis instruments, aseve Sidasafirmo dagegmvis safuZvels. biznes-gegmis Sedgenis meTodologia da misi calkeuli ganyofilebebis detalizacia sxvadasxva kompaniebis specifikidan gamomdinare, erTob gansxvavebulia. biznesgegmis Sedgena aris iteraciuli procesi, rac gulisxmobs masSi axali informaciis safuZvelze aucilebeli cvlilebebis Seqmnas. aRniSnulidan gamomdinare, mcire sawarmoebis specifikis mixedviT arsebobs biznesgegmis Sedgenis sxvadasxva logika. amavdroulad unda gaviTavisoT is zogadi principebi, romlebic miesadageba yvela tipis biznes-gegmas. reziume aris biznes-gegmis mokle mimoxilva. is unda Seicavdes Semdegi saxis informacias: proeqtis dasaxeleba; organizaciis daxasiaTeba. aq Sedis: - organizaciis dasaxeleba; - organizaciul-samarTlebrivi forma; - sakuTrebis forma; - sawesdebo fondi; - momuSaveTa ricxovnoba; - bolo wlis saqonelbrunva; - safosto misamarTi, telefoni; - sabanko angariSebi. proeqtis aRwera (aq unda aRiniSnos bizness viwyebT nulidan, Tu moxdeba maTi gafarToeba); firmis aRwera, misi ganviTarebis ZiriTadi etapebi da niSnebi; proeqtis moklevadiani da grZelvadiani miznebi, ra Semosavlebi miiReba ra drois ganmavlobaSi; taqtikuri gegma anu imis aRwera, Tu rogor miiRweva dasaxuli amocanebi; investiciuri moTxovna. firmis aRweris procesSi aucilebelia, davaxasiaToT mocemuli firma. CamovayaliboT misi sxva firmebisa da kompaniebisagan ganma-sxvavebeli niSnebi. aq mniSvnelovania Semdegi sakiTxebis gaana-lizeba: miznebi da amocanebi; organizaciuli struqtura da sakadro Semadgenloba; produqciis gasaRebis tendenciebi; safinanso maCveneblebi; firmis ZiriTadi upiratesobani; nou-xau; sezonuroba; teqnologiuri done; firmis Zlieri da susti mxareebi; danaxarjTa analizi; geografiuli mdebareoba. biznesis gegmas SeuZlia mcire sawarmos momaval mflobels daanaxos 140

gza mogebisaken. is SeiZleba sxvadasxva formiT Camoyalibdes. imisaTvis, raTa davsaxoT gza mogebisaken, saWiroa pasuxi gavceT Semdeg kiTxvebs: romel bizness viwyebT? romel bazarze vmoRvaweobT? vin iqneba momxmarebeli? vin arian konkurentebi? rogoria gasaRebis strategia? ra dafinansebaa saWiro firmis funqcionirebisaTvis? marTvis ra formebia saWiro firmaSi? rogoria biznes-gegmis Sedgenis strategia? srulyofili biznesis gegmis dawera dros, energiasa da moTminebas moiTxovs. iyo dro, rodesac adamianebs mcire biznesSi mxolod SromismoyvareobiT SeeZloT mieRwiaT warmatebisaTvis. dRes ukve adamianebisaTvis damaxasiaTebeli saRi azri ver ganapirobebs warmatebas, radganac Seicvala teqnologia, bazari da TviTon xalxic. Tanamedrove biznesSi adamianebi mxolod imitom ar imyofebian rom fuli akeTon, isini TavianT strategias ageben xangrZliv perspeqtivaze, amitom biznes-gegmaSi winaswar gansazRvraven am strategiis Sinaarss. ZiriTadi sakiTxi, romelic biznesis gegmis Sedgenis procesSi unda ganvixiloT, mdgomareobs SemdegSi: realurad romel biznesSi varT? erTi SexedviT, es SekiTxva SeiZleba araseriozulad mogveCvenos. zogierTi menejeri kotrdeba imitom, rom ibneva Tavisi biznesis gansazRvraSi. ra daniSnuleba aqvs saqonels momxmareblisaTvis? ratom? sad? ras ar pasuxobs saqoneli? ra moTxovnilebas daakmayofilebs is momavalSi? am kiTxvebze pasuxi iZleva SesaZleblobas, davaskvnaT, romel biznesSi vimyofebiT. biznes-gegmis tipiuri struqtura warmogvidgeba Semdegi saxiT: 1. reziume (mimoxilviTi ganyofileba); 2. firmis aRwera; 3. marketingi; 4. produqciis (momsaxurebis aRwera); 5. sabazro tendenciebi; 6. sawarmoo gegma; 7. safinanso gegma; 8. riskebis faqtorebi. marketingi pirveli marketinguli gadawyvetileba miiReba maSin, rodesac, davadgenT imas, Tu romel biznesSi vmoRvaweobT. Semdgom aucilebelia sxva marketinguli problemebis gadaWra. warmatebuli marketingi biznesis mesakuTresTan iwyeba. is kargad unda icnobdeT saqonels, bazars, momxmareblebsa da konkurentebs. manam, sanam warmoebas davgegmavdeT, unda gadavwyvitoT sad iqneba bazari, ratom iyidian momxmareblebi saqonels, zrdadia Tu ara bazari da sabazro wilis ramden procents daikavebs produqcia misi warmoebisa da realizaciis pirvel, meore da mesame wels. warmoebis miznebi da gegmebi aucilebelia iyos safuZvliani, isini unda reagirebdnen CamoTvlil faqtorebze, rac miiRweva sabazro Sesa-Zleblobebis da bazris gamokvleviT. marketingis gamokvlevisas, aucilebelia, SeviswavloT: bazris segmenti, davadginoT sad da visTvis vapirebT saqonlis miyidvas, aucilebelia ganisazRvros bazris segmenti, rogorc geografiuli, aseve momxmareblebis TvalsazrisiT. konkurentebi. mniSvnelovania SeviswavloT is ZirTiadi konkurentebi, romlebic bazris am segmentebze moRvaweoben. SevafasoT maTi sabazro wili da gayidvebi. gaviangariSoT maTi gayidvebis potenciuri Semcirebis SesaZlebloba bazarze mocemuli kompaniis produqciis gamoCenis Semdeg. aq aucilebelia davadginoT: 141

konkurentebis vinaoba da adgilmdebareoba; sabazro wili procentebSi; maTi gayidvebis moculoba; am mizeziT SesaZlo danakargebis moculoba. aucilebelia SeviswavloT da gavaanalizoT TiToeuli konku-rentis Zlieri da susti mxareebi. CamovyalibdeT TiToeul maTganze, maT ZiriTad saqonelze, mowyobiloba-danadgarebze, marketingul maxasia-Teblebsa da axali produqciis ganviTarebis an bazarTan adaptirebis unarze. ra saSualebiT SevinarCunebT dagegmil sabazro wils? qvemoT moyvanilia maxasiaTeblebis sia, (cxrili #2) romlebic gviCveneben saqonlis konkurenciul upiratesobebs. aseTi sia TiToeul produqciaze cal-calke dgeba. saWiroa TiToeuli maxasiaTeblis gaanalizeba. magaliTad, SedarebiT maRali fasi ar warmoadgendes uaryofiT movlenas, Tu konkurentebTan SedarebiT saqoneli ufro maRali xarisxisaa. rac ufro gavrcobilia gegma, miT metad exmareba is mewarmes saqmianobaSi. analizis procesSi unda SeviswavloT produqciis Semdegi maxasiaTeblebi: cxrili #2 produqciis maxasiaTeblebi maxasiaTeblebi produqti fasi produqti 1 produqti 2 gavrcelebis geografia saimedooba mravalmxrivoba warmoebis siCqare an sizuste moqmedebis an gamoyenebis simartive eqsploataciis an remontis simartive damontaJebis siadvile, Rirebuleba zoma an wona stili sxva maxasiaTeblebi produqciis ganawileba. aq unda dazustdes: rogor miewodeba saqoneli saboloo momxmarebels: pirdapiri miyidviT, savaWro organizaciis meSveobiT, Tu arapirdapiri gziT agentebis, brokerebis, biTumad movaWreebis da a.S. saSualebiT. CamovTvaloT momxmareblebi, saqonlis is raodenoba, romelsac yiduloben momxmareblebi da Tanxa, romelsac ixdian isini TiToeuli produqtisaTvis. aq aucilebelia ganisazRvros: 1) ZiriTadi momxmareblebis saxeli; 2) sruli savaWro moculoba; 3) xvedriTi wili produqtis mixedviT; 4) Tqveni gayidvebis wili procentebSi. sabazro tendenciebi. unda gaanalizdes bazris mocemul segmentze ZiriTadi saqonlis gayidvis tendenciebi ukanaskneli 5 wlis ganmavlobaSi. rogori iqneba es tendenciebi uaxloes 5 weliwadSi? saWiroa monacemebis wyarosa da prognozirebis safuZvlis saimedoobis Semowmeba. warmoebisa da saqonlis statistika, Cveulebriv, gamoixateba larebSi an dolarebSi. SeiZleba gavaanalizoT iseTi parametrebi, rogoricaa momxmarebelTa raodenoba, gayiduli saqonlis moculoba. sabazro tendenciebis saanalizo maCveneblebia: 1) gayiduli saqonlis moculoba; 2) gayidvebi 5 wlis win; 142

3) mimdinare gayidvebi; 4) mosalodneli gayidvebi 5 weliwadSi. sabazro wili. sabazro wilis dasadgenad aucilebelia ganvsazRvroT produqciis xvedriTi wili adgilobriv an mTlian bazarze. gayidvis moculoba. gayidvebis moculobis dasadgenad gamoiyeneba Semdegi cxrili: cxrili #3 gayidvebis moculobis dadgena sul gayidvebi pirveli weli meore weli mesame weli produqti 1 produqti 2

warmoeba. warmoeba warmoadgens saqmianobas, romelic firmaSi produqciis dasamzadeblad xorcieldeba. biznes-gegmis Sedgenisas, unda ganvixiloT yvela iZleva SesaZleblobas, romelic nedleulis mza produqciad gardaqmnasTan aris dakavSirebuli. qvemoT moyvanili samuSao blokebi dagexmarebaT, gansazRvroT, warmoebis ra saSualebebi da mowyobilobebi gWirdebaT. aq aucilebelia, gavaanalizoT Semdegi maCveneblebi: sawarmo operaciebi. unda ganisazRvros ZiriTadi operaciebi, magaliTad, randva, xerxva, gamoWra da sxva, romlebic gamoiyeneba produqciis formirebis procesSi. nedleuli. ra nedleuli, masalebi, makompleqtebeli nakeTobani dagvWirdeba da maTi miwodebis wyaroebi. am mizniT, SeiZleba, gamoviyenoT Semdegi cxrili (ix. cxrili #4):

nedleulis wyaroebis gansazRvra nedleuli/ komponenti 1. 2. 3. wyaro fasi komentari (adgili, miwodeba dafinanseba da a.S.)

cxrili #4

aucilebelia, nedleulis komponentebis, aucilebeli maragebis dadgena. 143

aRWurviloba. aq unda CamoiTvalos is mowyobilobebi, romlebic sawarmoo operaciebis gansaxorcielebladaa saWiro. ganvsazRvroT, aRWurvilobis SeZenis wyaro: yidva, lizingi Tu ijariT aReba. samuSao Zalis unar-Cvevebi. aq unda, warmovadginoT samuSao Zalis is unar-Cvevebi, romlebic, aucilebelia mowyobilobebis eqspluataciis procesSi. am mizniT SeiZleba gamoviyenoT (cxrili #5) monacemebi. cxrili #5
unarCvevebis klasifikacia 1. 2. 3. 4. muSakebi s raodenob a samuSao Zalis analizi xelfasis samuSao Zalis sidide arseboba

dafinanseba. fuli is iaraRia, romlis saSualebiTac SesaZlebelia biznesgegmis amoqmedeba. fuli, agreTve, gazomvis saSualebacaa, SesaZlebelia biznes-gegma larebis enaze Sefasdes. igives akeTeben bankirebi da kreditorebi. rodesac davadgenT Tu ramdeni fulia saWiro biznesis dawyebisaTvis (an gafarToebisaTvis), aucilebeli xdeba ori garemoebis gaTvaliswineba. mravali biznesi mogebas ar iZleva funqcionirebis meore an mesame wlamde. Tu biznesi aseTia, dagvWirdeba finansuri rezervi, raTa is vawarmooT am periodSi; meore mxriv, SeiZleba ukeTesi iyos fuli Caidos aqciebSi, obligaciebSi an sxva fasian qaRaldebSi, manam vidre mcire biznesis organizacia daiwyeba. bizness an mis gafarToebas sWirdeba sesxi. aucilebelia, bankirs an sxva damfinansebels vaCvenoT, Tu rogor da raSi iqneba daxarjuli nasesxebi fuli. mniSvnelovania, rom gamsesxebelma zustad unda icodes, rogor da rodis dabrundeba sesxi. imisaTvis, rom ganvsazRvroT, ekonomikurad ganxorcielebadia Tu ara biznes-gegma, monacemTa sami jgufi unda gaanalizdes: mosalodneli gayidvebi da danaxarjebi uaxloes 12 TveSi. fuladi saxsrebis moZraoba 12 Tvis ganmavlobaSi. mimdinare sabalanso uwyisi. amis Semdeg SesaZlebelia mivmarToT banks. unda gvaxsovdes _ bankiri an sxva gamsesxebeli aris megobari da ara mteri. amitom, aucilebelia regularulad SevxvdeiT maT, gavuziaroT arsebuli informacia da monacemebi. Tu gamsesxebeli mzad aris dagvexmaros, man aucileblad unda icodes biznesis ara mxolod Zlieri, aramed susti mxareebic. mosalodneli gayidvebi da danaxarjebi. imisaTvis, rom gansazRvroT, gaikvlevs Tu ara biznesi gzas bazarze, unda Sefasdes gayidvebi da danaxarjebi 12 Tvis ganmavlobaSi. am amocanis gadaWraSi dagvexmareba savaraudo gayidvebisa da danaxarjebis uwyisis da fuladi saxsrebis prognozis Sedgena, xolo biznesis finansuri mdgomareoba gansazRvruli droisaTvis SeiZleba, davadginoT mimdinare sabalanso uwyisis Sedgenis safuZvelze. mxolod momavali gayidvebis prognozirebiT biznesis mflobeli vals ver gadaixdis. fuli unda Semovides saWiro dros, xolo mogeba ki ganisazRvros wlis bolomde. rom gansazRvroT, realuria Tu ara dagegmili gayidvebi da 144

danaxarjebi, unda Semowmdes fulis moZraobis prognozi 12 TveSi gayidvebisa da danarxarjebis mixedviT. aq moyvanili formebi iZleva SesaZleblobas, SevafasoT fuladi saxsrebis moZraoba (ix. cxrili #6 da cxrili #7): cxrili #6 savaraudo gayidvebisa da danaxarjebis uwyisi erTi wlisTvis ianv. Teb. mar. apr. mai. ivn. ivl. agv. seq. oqt. noe. dek. 145 sul 1. sufTa gayidvebi 2. TviTRirebuleba: nedleuli muSaxeli sawarmoo zednadebi xarjebi energoresursebi dazRveva da begara amortizacia 3. saerTo mogeba (a. _ b) 4. savaWro da administraciuli xarjebi: xelfasi da sakomisio gadasaxadebi reklama sxvadasxva xarjebi 5. sufTa mogeba operaciebidan (3-4) 6. gadasaxadi procentebze 7. sufTa mogeba begaris gadaxdamde (5-6) 8. savaraudo mogebis begara 9. sufTa mogeba begaris gadaxdis Semdeg (7-8)

cxrili #7 fuladi saxsrebis prognozi

ianv. Teb. mar. apr. mai. ivn. ivl. agv. seq. oqt. noe. dek.

1. fuli bankSi (Tvis dasawyisSi) 2. fuli salaroSi (Tvis dasawyisSi) 3. sul fuladi saxsrebi (1.+2) 4. mosalodneli debitoruli angariSebi 5. sxva mosalodneli fuli 6. sul misaRebi Tanxebi (4.+5) 7. sul fuli da misaRebi Tanxebi (3.+6) 8. sul fuladi gasavlebi (Tvis ganmavlobaSi) 9. fulis balansi Tvis bolos bankSi da salaroSi (7.-8)

sabalanso uwyisi gviCvenebs gansazRvruli droisaTvis biznesis finansur mdgomareobas, anu masSi aisaxeba Tu ras flobs biznesi, ra valdebulebebi aqvs mas da risi tolia mflobelis investicia. sabalanso uwyisi saSualebas iZleva, SevafasoT biznesis mflobels aqtivebi da valdebulebebi. qvemoT mocemuli cxrili gamoiyeneba kompaniis sabalanso uwyisis SedgenisaTvis (ix. cxrili #8):

cxrili #7 kompaniis mimdinare sabalanso uwyisi (Tqveni kompaniis saxeli) (TariRi) aqtivebi mimdinare aqtivebi fuli debitoruli angariSebi maragebi fiqsirebuli aqtivebi miwa Senoba 146

mowyobilobebi sul minus amortizacia sul valdebulebebi mimdinare valdeblebebi kreditoruli angariSebi daricxuli da gadauxdeli xarjebi moklevadiani sesxi fiqsirebuli valdebulebebi grZelvadiani sesxi ipoTeka sufTa Rirebuleba sul biznesis organizacia. marketingi da warmoebis dagegmva, mewarmeobiTi biznesis mxolod nawils Seadgens. Tu gvsurs, rom biznesma mogces is, rasac misgan veliT, saWiroa misi organizacia. organizacia aucilebelia, imdenad radgan marto biznesis mflobeli ver SeZlebs mTlianad samuSaoebis Sesrulebas. aucilebelia samuSaos, pasuxismgeblobisa da uflebamosilebis delegireba. amisaTvis unda ganisazRvros biznesis organizaciuli struqtura. is gviCvenebs, vin aris pasuxismegbeli ZiriTad Sesasrulebel samuSaoebsa da mTlianad biznesze. biznesis sawyis etapze mcire sawarmos prezidenti, rogorc wesi, TviTon akeTebs yvelafers. qvemoT warmodgenilia biznesis ramdenime organizaciuli struqtura. (ix: naxati 7) (es sakiTxi ufro dawvrilebiT ganixileba IX TavSi).

prezidenti

finansebi

momarageba

bazrebi

kompleqtacia

manqanebi

transportireba

kompaniis zrdasTan erTad (50-100 TanamSromlamde), organizaciam SeiZleba miiRos Semdegi struqtura.
gayidvebis menejeri warmoebis menejeri

eqsploatacia da testireba dasufTaveba prezidenti da generaluri menejeri

kontroliori

147
gayidvebi reklama momar a-geba kompleqtacia xarisxis kontroli

nax. #7 biznesis organizaciuli struqtura biznes-gegmis amoqmedeba biznes-gegmis asamoqmedeblad aucilebelia ukukavSiris arseboba. magaliTad, mogeba-zaralis uwyisi wlis bolosaTvis gviCvenebs momgebiani iyo Tu ara biznesi ukanasknel 12 Tves. gegmis miznobrivi daniSnulebis SesanarCuneblad misi xSiri wakiTxvaa aucilebeli. mogeba-zaralis uwyisi yoveli Tvis an yoveli kvartalis bolosaTvis moklevadiani ukukavSiris erT-erT tips warmoadgens. Tumca, mogeba-zaralis uwyisi ufro zaralis uwyisi iqneba, Tu mxolod mas daveyrdnobiT. damatebiT, aucilebelia fuladi saxsrebis moZraobis gegmis ganaxleba, saWiroebis mixedviT, masSi koreqtivebis Setana. marTvis kontrolis im sistemam, romelic winaswar aris Seqmnili, unda mogces zusti informacia maragebis, warmoebis, xarisxis, gayidvebis, Semosavlebisa da danaxarjebis angariSebis Sesaxeb. rac ufro martivia sistema, miT funqcionirebadia is. misi mizania, droulad miviRoT mimdinare informacia, raTa koreqtireba gaukeTdes arCeuli kursidan gadaxrebs. aucilebelia maragebis kontroli, romlis mizania, momsaxurebis maqsimumi SevTavazoT momxmarebels. rac ufro naklebia nedleulsa da saqonelze danaxarjebi, miT ufro Cqara iqneba SesaZlebeli momxmarebelTa damatebiTi saWiroebebis dasakmayofileblad kapitalis xelaxali investireba. biznesis gegmis Sedgenisas, aucilebelia, SevafasoT danaxarjebi sawarmoo opearciebze. winaswar dadgenili standartebi dagvexmareba, gansazRvroT samuSao dro, TanamSromelTa ganakveTebi, procesis mimdinareobis dro, Sesvenebasa da samuSaoebs Soris intervalis xarngrZlivoba. perioduli sawarmoo angariSebi mogvcems saSualebas, SevamciroT mimdinare danaxarjebi. dabali xarisxis produqcia kompanias ukargavs momxmarebels. amis garda, roca produqtis xarisxi aradamakmayofilebelia, miwodeba ferxdeba, xdeba maragebis dagroveba, rasac finansuri daZabuloba SeiZleba mohyves. maCveneblis dacemis pirobebSi, produqciis danakragebi da wuni mosalodnelze ufro didia. xarisxis kontrolis sistemis specifika damokidebulia warmoebis sistemis tipze. biznes-gegmis realizaciis procesSi, maRali gayidvebis SesanarCuneblad saWiroa pasuxi gasceT Semdeg kiTxvebs: ra raodenobisa da Rirebulebis produqtebi gaiyida? ra fasSi? miwodebis ra vadebia dadgenili? ra kreditebi miecaT momxmareblebs? aucilebelia vawarmooT nulovani mogebis sistematiuri analizi, radganac nulovani mogebis wertili aris menejmentis kontrolis saSualeba, romelic giCvenebT, Tu ra raodenobis produqcia unda gayidoT mocemul situaciaSi, 148

raTa danaxarjebi davfaroT mogebisa da zaralis gareSe. biznesis dawyebis an gafarToebis dros unda gansazRvroT gayidvebis is moculoba, romlis drosac axali saqoneli gamoisyidis Tavs da daiwyebs mogebis motanas. mogeba damokidebulia gayidvebis moculobaze, fassa da danaxarjebze. ase rom, nulovani mogebis wertilis gamosaTvlelad, Tavdapirvelad, unda ganvacalkevoT fiqsirebuli danaxarjebi (renta an amortizaciis Tanxa) erTeul produqciaze cvladi danaxarjebisagan (rogoricaa samuSao Zala da masalebi). formula SeiZleba warmodges Semdegi saxiT: sruli fiqsirebuli danaxarjebi nulovani mogebis moculoba = --------------------------------------------------------------------fasi _ erTeul produqciaze cvladi danaxarjebi magaliTad, firma ,,Ajax Plastics~-ma gansazRvra Tavisi fiqsirebuli danaxarjebi $100,000 da cvladi danaxarjebi erTeul produqciaze $50. Tu erTeuli produqciis gasayidi fasi iqneba $100, nulovani mogebis moculoba iqneba: $100,000 nulovani mogebis moculoba = = 2000 erTeuli $100 $50 cvlilebebi biznes-gegmaSi biznesis dinamizmi xels uwyobs saukeTeso biznesi-gegmis daZvelebas. zogjer, cvlileba xdeba sakuTriv kompaniaSi, magaliTad, zogierTi TanamSromeli tovebs samuSaos. zogjer cvlilebebi momxma-reblebSia: icvleba maTi survilebi da gemovneba. magaliTad, axalma ide-am SeiZleba gamoiwvios cvlilebebi teqnologiur procesebSi. imisaTvis, rom biznes-gegma aseT cvlilebebTan SesabamisobaSi moviyvanoT, aucilebelia:

Tvalyuri vadevnoT mimdinare cvlilebebs ;

kompaniaSi,

bazarsa

da

sazogadoebaSi

movaxdinoT biznes-gegmis koreqtireba am cvlilebebis gaTvaliswinebiT;

gansazRvroT biznes-gegmaSi Sesatan cvlilebaTa moculoba da xasiaTi. aq SeiZleba am mimarTulebebiT Casatarebeli samuSaos delegireba. magaliTad, ostats mivandoT mocemuli dargis specifikis amsaxvel JurnalebSi gamoqveynebul teqnikur cvlilebebze Tvalyuris devneba, an gayidvebis menejers davavaloT sistematiurad mogvawodos informacia bazarze arsebuli mniSvnelovani cvlilebebis Taobaze. zogjer SeiZleba winaswar movaxdinoT seriozuli problemebis prognozireba, ris Sesabamisad, davadginoT gegmis am problemebis gaTvaliswinebiT moqmedebis kursi. am dros aucilebelia, SemuSavdes `problemur biujeti~, romelic dafuZnebulia ufro mcire gayidvebze an ufro maRal danaxarjebze.

149

maRalia. gayidvebis zrda SeiZleba, mxolod droebiTi iyos. zrdis parametrebiT dagegmili gafarToeba, axali mowyobilobebi da damatebiTi personali, SeiZleb,a zedmeti aRmoCndes, im SemTxvevaSi Tu gayidvebi wina, sxvadasxva mizeziT Semcirdeba. riskebis marTva xdeba im ZiriTadi riskebis gamovleniT da neitralizmiT, romlebic potenciurad SeiZleba warmoiqmnas firmaSi. es riskebi iyofa: teqnikur da finansur riskebad. kompaniis marTva biznesis dagegmvis procesSi aucilebeli xdeba misi marTvis formaluri sakiTxis gadawyveta. xSirad, mcire sawarmoebis mepatroneebi cdiloben, SeiTavson yvela mmarTvelobiTi funqcia. ase magaliTad, gamokvlevebi cxadyofen, rom maTi drois biujeti Semdegnairad nawildeba: TanamSromlebTan urTierToba 10%, angariSgebis warmoeba 10%, uSualod gayidvebi 25%, warmoeba 20%, sameurneo teqnikuri momsaxureba 5%, mimwodeblebTan urTierToba 10%, finansuri problemebis marTva 10%, perspeqtiuli dagegmva 5%, da sxva. 5% drois biujetis xarjva warmodgenilia cxrilSi: (ix. cxrili #8)

mewarmis drois biujetis ganawileba1 # 1 2 3 4 5 6 7 8 maCveneblebi mosamsaxureebTan kavSiri angariSgebis warmoeba uSualo gayidvebi warmoeba sameurneo teqnikuri momsaxureba safinanso problemebis marTva perspeqtiuli dagegmva da sxva 5 10 15 20 25 30 %

cxrili #8

aseTi kompleqsuri midgomis gamo, rogorc wesi mcire sawarmos menejerebi ver wvdebian sakiTxTa im farTo speqtrs, romelzec bevrad aris damokidebuli maTi warmateba. rogorc aRiniSna biznes-gegma aris dokumenti, romelSic aisaxeba mewarmis miznebi. aseTi gegma aris biznesis miznebis gawerili programa. garda amisa, es gegma iZleva kreditorebisa da investorebis mxridan 150

dafinansebis mopovebis SesaZleblobas. Tu sakuTari biznesi iwyeba TviTdafinansebiT, biznes-gegma SesaZlebelia, Sedges SedarebiT martivi formiT, amasTan, aucilebelia masSi aisaxos biznesis ZiriTadi idea da warmodgenili iqnes specifikuri miznebi, amocanebi da resursebSi moTxovna. miuxedavad imisa, rom biznes-gegma pasuxobs martiv miznebs, is moiTxovs winaswar seriozuli analizis Catarebas. is biznes-gegma, romelic unda warudginoT bankebsa da investorebs, unda moicavdes informacias Semdegi Tavebis mixedviT: 1. reziume. erT an or gverdze unda moxdes saqonlis an momsaxurebis, da maTi gasaRebis bazrebis warmoCena, amasTan erTad, unda mieces mokle daxasiaTeba axal kompanias, misi funqcionirebis ZiriTad principebs. aucilebelia im Tvisebebis gamoyofa, romlebic ganasxvaveben mas konkurentebisagan. unda mieces mokle Sefaseba dafinansebis perspeqtivebs, mosalodnel mogebas. unda warmovaCinoT is Tanxa, romelic aucilebelia biznesisaTvis da gaweros detalurad am Tanxis xarjvis reJimi. 2. kompania da dargi. am TavSi unda dasabuTdes firmis warmoSobis aucilebloba, misi struqturis maxasiaTeblebi, agreTve warmovaCinoT dargis zogadi daxasiaTeba. 3. saqoneli da momsaxureba. am TavSi srulyofilad unda aisaxos axali saqoneli da momsaxureba, maTi unikaluri Tvisebebis zusti warmoCeniT. 4. bazari. aq unda warmoCindes is monacemebi, romlebic daarwmunebs investors saqonlis sagegmo gayidvis moculobis miRwevis SesaZleblobebSi. 5. marketingis strategia. aq unda aisaxos Semdegi prognozebi: realizaciis moculoba, Tqveni produqtis xvedriTi wili produqciis bazris am segmentSi. aucilebelia, detalurad aRweros produqciis momxmareblis, maTTan SesaZlebel, kontaqtebi, fasebis politika, reklama da sxva. 6. sakonstruqtoro samuSaoebis gegma. Tu saqonels esaWiroeba sakonstruqtoro samuSaoebi, detalurad unda avRweroT, RonisZiebaTa xasiaTi da maStabebi, maTze danaxarjebi, SesaZlo siZneleebi. 7. sawarmoo gegma. aq unda aisaxos informacia sawarmoo simZlavreebis, mowyobilobebis Sesaxeb; biznes-gegmis ZiriTadi muxlebis Sesrulebis SemTxvevaSi is warmoadgens kompaniis etapuri ganviTarebis grafiks. 9. maqsimaluri riski da sirTuleebi. aq obieqturad unda aisaxos riskTan dakavSirebuli yvela negatiuri faqtori. 10. safinanso informacia. am TavSi unda aisaxos saorganizacio da saeqspluatacio danaxarjebis detalizebuli nusxa, aseve mogebis, danaxarjebis, fuladi saxsrebis moZraobis samwliani prognozi. amdenad, biznes-gegmis Sedgena da realizacia mudmivad ganaxlebadi dinamiuri procesia, romlis warmarTvis doneze aris damokidebuli firmis, perspeqtivaze orientirebuli warmateba. rogoria is Secdomebi, romelsac uSveben damwyebi biznesmenebi da ra unda gaviTvaliswinoT biznesis dawyebis dagegmvis procesSi. aq aucilebelia, gaviziaroT is gamocdileba, romelic gaaCnia biznesis sferoSi moRvawe gamocdil mewarmeebs [181,p.47-48]. 1. unda gavmijnoT erTmaneTisagan hobi da biznesi. mravali pirovneba midis biznesSi im imediT, rom maTi cxovrebiseuli mowodeba SeiZleba gadaizardos biznesSi. aseT adamianebs, rogorc wesi sakuTari biznesisadmi naklebad gaaCniaT kritikuli damokidebuleba. ase magaliTad, Tu SesaniSnavad amzadebT namcxvrebs, es imas ar niSnavs, rom SeZlebT namcxvrebis biznesis warmoebas. 151

hobi aris damxmare instrumenti teqnikuri an SemoqmedebiTi ideis xorcSesxmisaTvis. biznesi warmatebulia mxolod maSin, rodesac mas emateba sameurneo saqmianobis warmoebis dargSi specialuri codna. amdenad, amocanis gadawyveta SeiZleba ori gziT: a) sanam daviwyebdeT ama Tu im sferoSi bizness, aucilebelia, aviTvisoT minimaluri codna msgavsi profilis sawarmoSi gamocdilebis miRebis gziT, SeviswavloT am dargSi biznesis problemebTan dakavSirebuli informacia, miviRoT Sesabamisi analitikuri informacia Tu teqnikuri codna. b) biznesi umjobesia, daviwyoT im partniorTan, romelsac gaaCnia gamocdileba am sferoSi. 2. meore Secdoma mdgomareobs imaSi, rom damwyebi biznesmenebi, rogorc wesi, cdiloben, TavianTi firma mimzidveli gaxadon yvelasaTvis. mcire sawarmos mflobelebi, rogorc wesi fiqroben gaxadon maTi biznesi orientirebul momxmarebelTa, rac SeiZleba farTo wreze. es piriqiT, iwvevs imas, rom kompania mraval sferoSi awydeba problemebs, nacvlad imisa, rom iyos Zlieri specializaciis mxolod erTi dargSi. amdenad, gamosavali mdgomareobs imaSi, rom maqsimalurad Seviwrovdes kompaniis saqmianobis sfero, ganisazRvros bazris segmenti da am segmentze warimarTos yvela aucilebeli resursi (saqoneli, reklamis saSualebebi, personali). imisaTvis, rom am segmentSi daviWiroT Rirseuli adgili, aucilebelia garkveul asakobriv kategoriaze (axalgazrdebi, moxucebi, Sua xnis xalxi) orientacia an vaWrobaSi SerCeul unda iqnas erTi mimarTuleba (Camofasebuli saqonlis an ZviradRirebuli saqonlis gayidva, momxmareblisa yuradRebiani momsaxureba da sxv.). 3. Secdomaa saqmis wamowyeba fulis sakmarisi odenobis gareSe. mxolod erTeuli kompaniebi Rebuloben saqmis dawyebidan mcire droSi mogebas. bevri maTgani Tveebis an wlebis ganmavlobaSi ganicdian danakliss manam, vidre gaxdebian momgebianni. amitom, aucilebelia: a) im scenaris SemuSaveba, romelSic aisaxeba yovelTviuri minimaluri Semosavali da maqsimaluri danaxarjebi saqmianobis dawyebidan pirveli ori wlis ganmavlobaSi; davadginoT is saorientacio momenti, rodesac Semosavlebi gadaaWarbebs gasavlebs; ganisazRvros im Tanxis odenoba, romelic saWiroa xarjebis dasafaravad, aseve, is minimaluri danaxarjebi, romlebic aucilebelia sawarmos gaxsnisaTvis. b) rodesac sakuTari finasuri SesaZleblobani SezRudulia, aucilebelia, davadginoT moculobis kreditis aReba SeiZleba Tu ara bankidan minimaluri danaxarjebis dasafaravad. 4. didi mniSvneloba aqvs riskisa da saSiSroebis droze aRmoCenas da neitralizebas. aq aucilebelia, Sedges gegma, sadac gaiwereba mosalodneli safrTxeebi. yvelaze saSiSi aq aris kreditTan dakavSirebuli safrTxe, amitom, es sakiTxebi winaswar unda gaiweros, anu damwyebma mewarmem unda icodes finansuri krizisis SemTxvevaSi, saidan unda elodes damatebiT dakrediteba-dafinansebas. 5. araswori fasis daweseba. aucilebelia, ganvasxvavoT sxvaoba minimalur, gonebrivad dasabuTebul, saSualo da wamgebian fass Soris. aq unda moiZebnos is balansi, romliTac erTis mxriv movizidavT momxmarebels, xolo meores mxriv kompaniisaTvis uzrunvelyofs optimalur mogebas. 6. kompaniaSi optimaluri stimulirebis politikis gaTvaliswineba. ganviTarebadi kompania mudmivad moiTxovs TanamSromelTa stimulirebas. es SeiZleba gamoixatos premiebSi, saCuqrebiT waxalisebaSi, xelfasis awevaSi da sxva. ukontrolo CarCoebSi es procesi did dartymas ayenebs kompanias da SeiZleba igi gakotrebamdec miiyvanos. amis Tavidan asacileblad, mizanSewonilia, kompaniaSi Seiqmnas materialuri stimulirebis 152

fondi da masSi yovelTviurad mogebidan Cairicxos is Tanxebi, romlebic daeqvemdebareba Semdgom kontrols. 7. TviTizolacia. msxvili kompaniebisagan gansxvavebiT, wvrili kompaniebis mflobelebi gadawyvetilebebs erTpirovnulad Rebuloben, anu gverds uqceven korporaciul interesebs, gadawyvetilebaTa miRebis koleqtiur proceduras, romelic damaxasiaTebelia msxvili kompaniebisaTvis. am tipis gadawyvetilebebs aqvs dadebiTi mxarec, anu isini efeqturia operatiulobis TvalsazrisiT. eqstremalur situaciaSi yvelaze optimaluri aris araoficialuri sabWos mowveva: buRaltris, bankiris, iuristis, sxva analogiuri firmis mflobelis azris mosmena, yovelTviuri erToblivi analizi im problemebisa, romelic dgas firmis winaSe.

mimoxilviTi SekiTxvebi: 1. rogoria mcire biznesis masStabebi? 2. dagvisaxeleT ukanasknel wlebSi mcire sawarmoebis esoden swrafi zrdis pirobebi? 3. rogor gesaxebaT mcire biznesis ekonomikuri roli? 4. dagvisaxeleT mewarmeobis organizaciul-samarTlebrivi formebis Rirseba-naklovanebani? 5. ra etapebi unda gaviaroT biznesis SesaZenad? 6. CamogviyalibeT biznes-gegmis struqtura? TemaSi ganxilul sakiTxTa mokle ganmeoreba 1. sad Caisaxa da ganviTarda mcire biznesi? mcire biznesi Caisaxa aSS-Si, rac dakavSirebuli iyo evropidan emigraciis did talRasTan. emigrantebs auTvisebel miwebze WirdebodaT momsaxureba. ase gaCnda pirveli ojaxuri Toneebi, samrecxaoebi, restornebi da sxva. 2. ra etapebia gasavleli biznesis SesaZenad? biznesis SesaZenad aucilebelia gamyidvelebis moZieba, maTi biznesis Sefaseba, Sesyidvis dafinanseba, biznesisaTvis fasis dadeba, garigebis struqturis SerCeva, molaparakebis warmoeba. 3. dagvixasiaTeT sakuTari firmis organizaciul-samarTlebrivi formebi? firmi samarTlebrivi formebia: erTpirovnuli mflobeloba. erTpirovnuli mflobeloba warmoadgens iseT samarTlebriv formas, romelic gulisxmobs biznesis erTi piris mier flobas da xelmZRvanelobas. amxanagoba gulisxmobs ori an meti piris, rogorc biznesis Tanamflobelis TanamSromlobas mogebis miRebis mizniT. korporacia warmoadgens misi mflobelebisagan gansxvavebuli iuridiul pirs. 4. ra aris biznes-gegma da risTvis gamoiyeneba is? biznes-gegma aris dokumenti, romelSic aisaxeba mewarmis miznebi. es aris biznesis miznebis gawerili programa, romelic iZleva kreditorebisagan da investorebisagan dafinansebis mopovebis SesaZleblobas. tipiuri biznesgegma moicavs Semdeg muxlebs: 1) reziume. 2) kompania da dargi. 3) saqoneli da momsaxureba. 4) bazari. 5) marketingis strategia. 6) sawarmoos gegma. 7) maqsimalur riski da sirTuleebi. 8) safinanso ifnormacia. 4. CamoTvaleT mcire biznesis funqciebi? 153

mcire biznesis funqciebia: axali samuSao adgilebis Seqmna, uaxlesi saqonlisa da momsaxurebis warmoeba, msxvili korporaciebis momsaxureba, mosaxleobis uzrunvelyofa saqonliTa da momsaxurebiT. 6. CamoayalibeT sakuTari saqmis organizaciis sami gza? sakuTari saqme SeiZleba daviwyoT nulidan, SevisyidoT funqcionirebadi firma an CavdoT fuli framnSaizingSi.

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Tavi V. biznesis dawyebis finansuri uzrunvelyofa momeciT me is, rac me minda, da me Tqven mogcemT imas, rac Tqven gindaT. a. smiti mogebis dagmobis tendencia mimdinareobs Sua saukuneebis Tvalsazrisidan, romlis mixedviT erTi adamianis mogeba meoris zaralia. p. samuelsoni adamianebi mdidrebi xdebian ara marto imis gadidebiT, rac aqvT, aramed xarjebis Semcirebis gziTac. aristotele am TavSi Tqven gaecnobiT: 1. biznesis dawyebis dafinansebis wyaroebs; kreditunarianobis dadgenas; sabalanso da mogeba-zaralis uwyisebs. angariSis Sedegnas; sesxis saxeobaTa dadgenas. 2. bankis moklevadian saSualovadian da grZelvadian sesxebs; sesxis moculobis dadgenas; kreditoris moTxovnebs; dakreditebis SezRudvebs; fuladi saxsrebis ma-rTvas. 3. fulis biujets; sesxis moculobis Se-fasebas; fuladi bi-ujetis prognozs.

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V. 1. biznesis dawyebis dafinansebis wyaroebi. mas Semdeg rac biznes-gegma Sedgenilia, aucilebelia biznesis dafinansebis wyaroebis Zieba, romlebic iyofa or rigad: sakuTar (saaqcio kapitali) da nasesxeb (bankis krediti) wyaroebad. bankis krediti moiTxovs dabrunebadobas, aqcioneruli kapitali ar moiTxovs dabrunebadobas, rac investors aZlevs SesaZleblobas, kompaniis mogebidan Semdeg wlebSi miiRos SedarebiT didi Semosavlis wili. kompaniaTa umravlesoba Tavis saqmianobas afinansebs, rogorc saaqcio, aseve sasesxo kapitalis xarjze. mas Semdeg, rac sawarmo daiwyebs saqmianobas. mas mudmivad esaWiroeba fuladi investiciebi. kreditebis miReba safinanso bazarze, rogorc wesi, erTjeradi ZalisxmeviT SeuZlebelia. rigi firmebisa axerxeben TviTganviTarebas sakuTari safinanso resursebis xarjze, Tumca umravlesoba moiTxovs garegan dakreditebas da dafinansebas. rogoria biznesis dawyebisaTvis optimaluri Tanxa? am SekiTxvaze pasuxi rasakvirvelia damokidebulia biznesis sferoze da mis masStabebze. momsaxurebis biznesi moiTxovs nakleb finansebs, gadamamuSavebeli mrewveloba, sakvlev-sakonstruqtoro firmebi - ufro mets. aSS-is gamocdilebiT, mcire firmebis saqmianobis sastarto kapitali am qveynebSi ar aRemateboda 20 aTas dolars. saSualo kompaniebis dafuZnebisaTvis aSS-Si aucilebelia aranakleb 50 aTasi aSS dolaris sastarto kapitali [196,p.18]. mcire biznesis dafinansebis ufro metad ganviTarebuli wyaro aris sabanko krediti. amasTan, gasaTvaliswinebelia is garemoebac, rom bankebi, rogorc wesi, arcTu martivad gascemen sesxs damwyebi sawarmoebisaTvis. mravali bankis pirobiT, mocemul biznesSi unda Caidos sakuTari finansuri saxsrebis 25-dan 50%-mde. amasTan, damatebiT garantad bankebi moiTxoven kreditze uZraobis Cadebas. bankebi, rogorc wesi, mcire sawarmoebze ufro maRali procentiT gascemen, vidre msxvili korporaciebisTvis. im wlebSi, rodesac saprocento ganakveTebi izrdeba es garemoeba aferxebs mcire sawarmoebis ganviTarebas. yvela banki muSaobs gansxvavebuli pirobebiT, saprocento ganakveTebic gansxvavebulia, amitomac aris aucilebeli am pirobebis safuZvlianad Seswavla. zogierTi banki astimulirebs mcire bizness. magaliTad, `prokredit banki~ saqarTveloSi. upriania, kreditze moTxovna erTdroulad ramodenime banks gadaeces. mcire biznesis mxardaWeris mizniT, aSS-Si dafuZnebulia mcire-biznesis mxardaWeris sammarTvelo (mbms). aSS-is sammarTvelo aris bankis winaSe imis garantori, rom is gadaixdis valis 85-90%-s. is gascems 100-dan 750 aTas dolaramde sesxebze garantiebs. amasTan erTad, sammarTveloSi gaxsnilia specialuri programebi omis veteranTa, qalTa, nacionalur umciresobaTa pirdapiri dafinansebis mizniT [196,p.58]. sesxis aRebis erT-erTi yvelaze misaRebi forma aris mimwodeblebis krediti. magaliTad, maRaziis gaxsnis SemTxvevaSi arsebobs Sesa-Zlebloba, davarwmunoT mimwodebeli, gasces saqoneli kreditSi. am Se-mTxvevaSi, mimwodeblis riski minimaluria da Tu mimwodeblis saqoneli ar gaiyida, is SeiZleba daubrundes mas. efeqturia saqonlis realizaciis Semdeg angariSsworeba da am safuZvelze mimwodebelTan xelSekrulebis dadeba. mcire biznesis zogierTi warmomadgeneli ver gebulobs, Tu ratom ar aZleven mas sesxebs sakredito dawesebulebebi. aseTi menejerebis Secdoma imaSi mdgomareobs, rom isini ver acnobiereben im faqts, rom bankebi da sxva sakredito organizaciebi xelmZRvaneloben garkveuli principebiT, iseve 161

rogorc biznesis sxva warmomadgenlebi. amitom, aucilebelia, davadginoT kreditis aRebasTan dakavSirebuli Semdegi ZiriTadi sakiTxebi: 1) firmis finansuri monacemebi; 2) kreditunarianoba; 3) kreditis saxeebi; 4) sesxis moculoba; 5) girao; 6) sakredito SezRudvebi; 7) kreditis miRebis ganacxadi; V. 2. finansuri monacemebis momzadeba bankebi gascemen kredits kreditunarian, momgebian da mzard firmebze. amis dadgenaSi maT ori ZiriTadi finansuri dokumenti exmarebaT sabalanso uwyisi da mogeba-zaralis angariSi. warsuli moRvaweobis Sedegebi aris is ZiriTadi kriteriumi, romelic gansazRvravs biznesis kreditunarianobas da mis Semdgom momgebianobas. drois garkveuli periodis ganmavlobaSi, am ori dokumentis momzadeba finansuri stabiulrobisa da potenciuri zrdis SesaZleblobis dadgenis mTavari saSualebaa. sesxis miRebis kandidatebTan saubris procesSi, sakredito agentebi dainteresebuli arian Semdegi monacemebiT: zogadi informacia: aris Tu ara sabuRaltro wignebi da dokumentebi saTanado doneze momzadebuli; rogoria sakredito davalianebis gadaxdis pirobebi; rogoria debitoruli davalianebis gadaxdis pirobebi; xdeba Tu ara begaris droulad gadaxda; ra SekveTebi aqvs firmas; ramdeni momuSavea kompaniaSi; rogoria dazRvevis Tanxa. debitoruli angariSebi: aq mniSvnelovania: SesaZlebelia Tu ara, rom debitoruli angariSebi ar daifaros an gadabarebul iqnas sxvebze; rogoria debitoruli angariSebis brunvadoba; dagrovili debitoruli angariSebis did moculobas xom ar ganapirobebs zogierTi momxmareblis davalianebis dafarvaSi dagvianeba; aris Tu ara gaTvaliswinebuli sakmarisi rezervebi saeWvo debitoruli angariSebis dasafarad; debitoruli davalianebebidan vis aqvs yvelaze didi davalianeba da mTliani angariSebis ramden procents Seadgens is. sasaqonlo-materialuri maragi. aq Seswavlili unda iqnes: karg mdgomareobaSia Tu ara saqoneli, an xom ar saWiroebs gadafasebas; rogoria nedleulis maragebi; risi tolfasia warmoebis procesSi myofi saqonlis raodenoba; ras udris mza saqonlis moculoba; xom ar miewoda momxmarebels metismetad bevri produqcia; aris Tu ara firmis maragebis brunvadoba biznesis imave sferoSi moRvawe firmebis analogiuri maCveneblebis Sesatyvisi; Tqveni fuli metismetad didi xniT xom ar aris dabandebuli maragebSi. fiqsirebuli aqtivebi. aq unda gaanalizdes: ra tipis, asakis da mdgomareobis mowyobilobebia firmaSi; rogoria ipoTekisa da sako-ntraqto gayidvebis Taviseburebani; rogoria momavali Sesyidvebis gegmebi;

kreditis saxeebi rodesac gadawyvetilia firmisTvis kreditis gacema, Zalian mniSvnelovania imis garkveva, Tu ra saxis kreditia saWiro bankis an sxva sakredito dawesebulebisagan. arsebobs sami saxis krediti: moklevadiani, saSualovadiani, grZelvadiani. am mizniT gamoiyeneba saaqcio kapitali. unda gavacnobieroT, rom kreditis saxeobis arCevaze zegavlenas axdens is, Tu ra tipis fondebis dasafinanseblad iqneba is gamoyenebuli. am 162

faqtoris gaTvaliswinebis gareSe, Znelia, miviRoT gadawyvetileba imis Taobaze, Tu ra saxis krediti gvWirdeba. mniSvnelovania nasesxebi saxsrebis dabrunebadobis sakiTxi. moklevadiani sesxis dabruneba xdeba likviduri aqtivebis gayidviT, grZelvadiani sesxis ukan dabruneba xdeba mogebiT. kreditunarianoba biznesisaTvis umniSvnelovanesia fuladi saxsrebis moZiebis unari. sanam banki an sxva sakredito dawesebuleba miiRebs sesxebis gacemis Sesaxeb gadawyvetilebas misi warmomadgeneli unda dakmayofildes pasuxiT Semdeg kiTxvebze: 1. rogoria fulis msesxebelis pirovnuli Tvisebebi, am Tvisebebs umTavresi mniSvneloba eniWeba kreditis Semdgom dabrunebaSi. 2. ra mizniT apirebs msesxebeli fulis gamoyenebas? am kiTxvaze pasuxi gansazRvravs kreditis saxes. fuli, romelic saWiroa sezonuri saqonlis SesaZenad, ufro swrafad iZleva mogebas, vidre fuli daxarjuli fiqsirebuli aqtivebis SeZenaze. 3. rodis da rogor moxdeba sesxis dafarva? bankis daskvna bi-znesis SesaZleblobaze da sesxis saxe gadamwyveti faqtoria sesxis gasacemad. 4. iqneba Tu ara sesxis dabruneba sakmarisad garantirebuli? sxva sityvebiT rom vTqvaT, gaaCnia Tu ara moTxovnil Tanxas gauTvaliswinebel SemTxvevebSi Sesabamisi SeRavaTebi. banki am xasiaTis informacias Rebulobs im finansuri angariSebidan gamomdinare, romlebic saSualebas iZleva, ganisazRvros biznesis perspeqtivebi valis aRebis Semdeg. bankis moklevadiani sesxis gamoyeneba SesaZlebelia debitoruli angariSebis dasafinanseblad, vTqvaT, 30-60 dRiT an ufro xangrZlivi 5-6Tviani vadis sezonuri maragebis Sesaqmnelad. Cveulebriv, kreditorebi elodebian moklevadiani sesxis ukan dabrunebas mas Semdeg, rac mizani, romlisTvisac fuli iyo aRebuli, miRweulia: magaliTad, ganaRdebulia debitoruli angariSebi (debitoruli angariSebis dasafinanseblad gamoyenebuli sesxis SemTxvevaSi), an maragi `gardaqmnilia~ gasayid saqonlad (maragis SesaZenad aRebuli sesxis SemTxvevaSi). aRniSnuli tipis sesxs banki gascems garkveuli garantiebis (uzrunvelyofis) pirobebSi, an ugarantiod im SemTxvevaSi, Tu klientis gadaxdi-sunarianoba ar iwvevs eWvs (klients gaaCnia kargi reputacia kreditebis dabrunebis TvalsazrisiT). moklevadiani miznebis misaRwevad, bankis kreditis yvelaze xSirad gamoyenebuli formaa arauzrunvelyofili sesxi. klientis sakredito uzrunvelyofili sesxi iTxovs sesxis sanacvlod qonebis, an misi nawilis dagiravebas. banki moiTxovs Tavis meanabreTa dacvas riskisgan maSinac ki, rodesac biznesis warmatebis Sansebi sakmaod maRalia. saSualo da grZelvadiani sesxebi, sesxis ganaRdebis periodi, sakmaod didia, kerZod, saSualovadiani kreditisaTvis is Seadgens 1-5 weliwads, xolo grZelvadianisTvis 5 weliwads da mets. aseTi sesxi periodulad unda daifaros mogebis saSualebiT. unda ganvasxvaoT erTmaneTisagan garkveuli vadiT aRebuli sesxi da saaqcio (anu sainvesticio) kapitali. saaqcio kapitali ar brundeba, es fuli warmoiqmneba biznesis nawilis gayidvis sanacvlod. saaqcio kapitali kompaniaSi warmoiqmneba im aqcionerebis SenatanebiT, romlebic mzad arian, daabandon kapitali masSi. isini ufro dainteresebuli arian potenciuri mogebiT, vidre TavianTi investiciebis swrafi dabrunebiT. 163

sesxis moculobis dadgena kreditis moculoba, romlis aRebas vapirebT, damokidebulia im mizanze, romlis gansaxorcielebladac aris is gankuTvnili. biznesis gafarToebis, warmoebis profilis SecvlisaTvis saWiro Tanxis mopoveba, - SedarebiT martivia. mowyobilobis mwarmoebeli firmebi, arqiteqtorebi da mSeneblebi operatiulad adgenen savaraudo danaxarjebs. amdenad, sabrunavi kapitalis raodenoba damokidebulia imaze, Tu ra biznesSi varT CarTuli. finansuri maCveneblebis (koeficientebis) optimaluri mniSvnelobebis gamoyeneba iZleva saSualebas, miaxloebiT ganvsazRvroT saWiro fulis raodenoba samomavlo, Cveulebriv 12-Tviani periodisaTvis. fulis wyaroebis gamoyenebis detaluri dagegmva aRniSnuli sakiTxis gadasawyvetad saukeTeso gzaa. fuladi Semosavlebisa da gasavlebis dagegmvisas, SesaZlebelia, mxedvelobaSi viqonioT konkretuli pirobebi. fuladi Semosavlebisa da gasavlebis aseTi dagegmva efuZneba firmis biujetis, fuladi Semosavlebis prognozirebas. firmis biujeti emyareba warsul gamocdilebas da momavali periodis dagegmvas. fuladi saxsrebis moZraobis prognozi efuZneba fuladi gasavlebisa da Semosavlebis Sefasebas saanalizo periodSi. amrigad, biujeti da fuladi saxsrebis moZraobis prognozi erTad warmoadgens samuSao kapitalis moTxovnilebebis dasakmayofilebel gegmas. samuSao kapitalis moTxovnilebebi rom davgegmoT, unda vicodeT `Cash flow~ (im fuladi saxsrebis moZraoba), romelic generirebs biznesSi. is moicavs fuladi Semosavlebisa da gasavlebis yvela ele-ments. es elementebi warmodgenilia mogeba-zaralis uwyisSi, rome-lic yoveli Tvis mixedviT ganisazRvreba. garantiis saxeebi zogjer klientis xelmowera erTaderTi garantiaa, romelic sesxis gacemisaTvis Wirdeba banks. sxva SemTxvevebSi, banki iTxovs damatebiT garantiebs. am garantiebis saxe da sidide damokidebulia bankis safinanso maCveneblebze da msesxeblis mdgomareobaze. Tu moTxovnili krediti msesxeblis finansuri angariSebiT ver iqneba garantirebuli, maSin es problema SeiZleba gadawydes dagiravebuli fasiani qaRaldebiT. garantiis saxeebia: indosantebi; valdebulebis Tanamonawileebi da Tavmdebebi (garantebi); ijara; qonebis marTvis uflebis micema; qonebis dagiravebis dokumenti; debitoruli davalianeba; danazogebis angariSi; sicocxlis dazRveva; aqciebi da obligaciebi. indosantebi, valdebulebis Tanamonawileni da Tavmdebebi (garantebi). msesxeblebi xSirad iTxoven gareSe pirebis Tamasuqze xelis moweras, rom amiT gaiadvilon TavianTi kreditis miReba. indosantebi pirobiTad ageben pasuxs Tamasuqebis xelmoweraze. Tu msesxebeli ver SeZlebs fulis ukan dabrunebas, banki elodeba, rom indosanti Seasrulebs TamasuqSi dafiqsirebul mis valdebulebebs. xandaxan, SeiZleba indosantsac mosTxovon kapitalis (qonebis) dagiraveba an sxva garantiebi. valdebulebis Tanamonawile iRebs valdebulebebs sesxis amReb pirovnebasTan erTad. am SemTxvevaSi, bankma fuli SeiZleba moiTxovos rogorc msesxeblisgan, aseve valdebulebis Tanamonawilisagan. Tavmdebi iZleva sesxis ukan dabrunebis garantiebs sagarantio valdebulebebze xelis moweriT. rogorc kerZo, aseve saxelmwifo kreditorebma SeiZleba mosTxovon korporaciebis mmarTvelebs imis garantiebi, rom maTi menejmenti uwyvetad efeqtiani iqneba. zogjer mwarmoebelma SeiZleba 164

Tavdebad Tavisi momxmarebeli warmoadginos. ijaris _ ijaris daweseba, rogorc garantia, gamoiyeneba Ta-vdebobis msgavsad. banki gascems sesxs Senobis SesaZenad da giraoSi iRebs mas. amave dros xels moaweren dokuments bankisaTvis saijaro gadasaxadis Taobaze. am SemTxvevaSi saijaro gadasaxadi warmoadgens sesxis dabrunebis garantias. sasaqonlo qviTari. zogjer bankebi fulis gasesxebis sanacvlod iReben saqonels, rogorc garantias da amis dadasturebis niSnad gascemen sasaqonlo qviTrebs. aseTi qviTari, Cveulebriv, pirdapir banks miewodeba da uCvenebs, rom garantad gamoyenebuli saqoneli moTavsebulia specialur sawyobSi an rCeba firmis SenobaSi erT-erTi TanamSromlis kontrolis qveS. aseTi sesxebi gaicema standartul saqonelze, romelic advilad iyideba. ndobis qviTari. _ zogierTi saqoneli, magaliTad: manqanebi an aveji, saWiroa, gamoifinos gasayidad. fulis sesxeba warmoadgens erTaderT gzas, romliTac bevr mcire movaWres SeuZlia, moawyos aseTi gamofenagayidvebi. aseTi sesxi xSirad gaicema Tamasuqis an ndobis qviTris (Trust receipt) warmodgenis SemTxvevaSi. ndobis qviTari aris legaluri dokumenti, romelic adasturebs Tqvens uflebas, gamoiyenoT sagamofeno are. ndobis qviTarze xelis moweris procesSi xdeba:

saqonlis miRebis dadastureba; bankis ndobis safuZvelze saqonlis SeZenaze SeTanxmebis dadeba;

bankis valis dabrunebaze saqonlis gayidvis Semdeg valdebulebis aReba. qonebis dagiraveba. _ moZravi qonebis dagiravebis safuZvelze sesxis gacemisas, banki mxedvelobaSi iRebs qonebis mimdinare da samomavlo Rirebulebas. aq aucilebelia Semdegi qonebrivi sakiTxebis dadgena: ra siswrafiT ufasurdeba is? daculia Tu ara is xanZrisagan, qurdobisa da dazianebisagan? aris Tu ara igi dazRveuli? am kiTxvebiT banki arkvevs, daculia Tu ara am fulis msesxebelis qoneba. grZelvadiani sesxis gacemis dros uZravi qoneba SeiZleba gamoyenebul iqnes, rogorc girao, rodesac banki uZrav qonebas iRebs giraod, igi swavlobs:

mis adgilmdebareobas; mis fizikur mdgomareobas; dakargvis SemTxvevaSi msesxeblis mier qonebis ukan gamosyidvis uflebas, mis fass ;

Tanxas, romliTac igi aris dazRveuli. debitoruli davalianeba. _ bevri banki iZleva kredits debitorul angariSebze, ris Sedegadac, sakredito gadasaxads momxmareblebi (debitorebi) ixdian. bankma SeiZleba miiRos debitoruli angariSebi SetyobinebiT an Setyobinebis gareSe. Setyobinebis pirobebSi, banki auwyebs saqonlis myidvels, rom misi angariSi miRebulia da man banks unda gadauxados es Tanxa. Setyobinebis gareSe msesxeblis momxmareblebi agrZeleben angariSebis gadaxdas. danazogebis angariSi. _ SesaZlebelia miviRoT krediti dana-zogebis bankisaTvis gadacemiT. am SemTxvevaSi banki itovebs klientis Semnaxvel 165

wignaks. Tu giraod aris gadacemuli sabanko angariSi sxva bankisaTvis, maSin kreditis mimcemma bankma SeiZleba moiTxovos imis dasturi, rom angariSi miRebul iqna rogorc girao. sicocxlis dazRveva. _ giraos sxva saxe aris sicocxlis dazRveva. bankebi gascemen sesxad im Tanxas, romelzec dazRveulia klienti sadazRvevo polisSi. amis Semdeg polisi gadaecema banks. Tu es sadazRvevo polisi Sedgenilia mcire kompaniis mmarTvelze, maSin korporaciis rezoluciiT nebadarTuli unda iyos am polisis bankisaTvis gadacema. sadazRvevo kompaniaTa umetesoba iZleva uflebas, bankTan xelmoweris vadis gasvlis Semdeg xelaxla moaweroT xeli sadazRvevo poliss. zogierT klients urCevnia gamoiyenos sicocxlis dazRveva, rogorc girao, vidre isesxos fuli pirdapir sadazRvevo kompaniebisagan. amis erT-erTi mizezi aris is, rom aseTi sabanko sesxi xSirad ufro advili misaRebia da misi miReba ufro dabali procentiT SeiZleba. aqciebi da obligaciebi. _ aqciebis da obligaciebis giraod gamosayeneblad, isini gasayidad vargisi unda iyos. sabazro mdgomareobis gauaresebis da realizaciasTan dakavSirebuli xarjebis gaTvaliswinebiT, banki kompaniebs asesxebs maRalxarisxovani aqciebis sabazro fasis ara umetes 75%-isa, magram saxelmwifo an municipalitetis obligaciebis SemTxvevaSi, bankebma SeiZleba gascen maTi sabazro fasis 90%-is an meti odenobis sesxi. bankma SeiZleba moiTxovos damatebiTi garantiebi im SemTxvevebisTvis, rodesac aqciebisa da obligaciebis fasi bazarze daecema bankis mier dawesebul zRvarze qvemoT. sakredito dawesebulebebi mxolod sesxis gadasaxadebis miRebiT ar arian dainteresebuli. isini agreTve dainteresebuli arian im sesxis mTxovnelebiT, visac myarSemosavliani biznesi gaaCnia. amitom, miuxedavad imisa, moTxovnilia Tu ara girao sesxisaTvis, isini aweseben sakredito SezRudvebs, raTa daicvan Tavi zedmeti riskisa da sesxis mTxovnelis mier gatarebuli cudi menejmentisagan. zogierTi mflobel-menejeri am SezRudvebs aRiqvams, rogorc zedmet tvirTs. sxvebi am SezRudvebs ganixilaven, rogorc TavianTi menejmentis, unar-Cvevebis (codnis, teqnikis) gaumjobesebis SesaZleblobas. grZelvadiani sesxis misaRebad, rogorc sesxis mTxovneli aseve kreditori aanalizeben Semdeg punqtebs:

msesxebeli kompaniis sufTa mogebis sidide; kompaniis samomavlo perspeqtivebi; menejmentis SesaZleblobebi;

im dargis samomavlo perspeqtivebi, romlis nawilic aris kompania. aRniSnuli SezRudvebis raodenoba sesxis vadis zrdis kvalobaze izrdeba. is SezRudvebi, romlebic SeiZleba dauwesdes kompaniebs, umeteswilad TviT am kompaniazea damokidebuli. Tu kompania sakmaod saimedoa, maSin SezRudvebis minimaluri done iqneba dawesebuli. arasaimedo kompaniebisaTvis ki piriqiT, SezRudvebis done meti iqneba, vidre Zlieri kompaniebisaTvis. SezRudvebi, romlebsac SeiZleba Sexvdes sesxmsesxebeli kreditis aRebisas aris Semdegi:

gadaxdis vadebi; 166

qonebis dagiraveba an garantiebis micema;

perioduli angariSgeba. sakredito xelSekruleba, rogorc cnobilia, aris dokumenti, romelic moicavs kreditis aRebis yvela pirobas. misi daxmarebiT kreditori: 1) icavs Tavis kreditorul pozicias (icavs im sakredito pozicias, romelic mas hqonda sesxis gacemis momentSi); 2) uzrunvelyofs sesxis droul dabrunebas. kreditori Tvlis, rom sesxis amRebi unda flobdes iseT bizness, romelic uzrunvelyofs sakmarisi saxsrebis gamomuSavebas, rogorc sesxis dasafaravad, aseve sxva saWiroebebis dasakmayofileblad, kreditors surs, rom msesxeblis fuladi Semosavali sakmarisad didi iyos, raTa sesxis dafarvis dros ar moxdes sabrunavi kapitalis mniSvnelovani Semcireba. sakredito xelSekrulebaSi dawesebuli SezRudvebi naCvenebia im nawilSi, romelsac SeTanxmebas (qovenanTs) uwodeben. uaryofiTi qovenanTi aris is, risi gakeTebac sesxis amRebs ar SeuZlia kreditorTan SeTanxmebis gareSe. magaliTad, mTliani sesxis Semdgomi gazrda, sakredito xelSekrulebaSi dafiqsirebulze meti dividentis gacema. meore mxriv, dadebiTi qovenanTebi aris is, risi gakeTebac msesxeblisaTvis aucilebelia. magaliTad:

minimaluri sufTa sabrunavi kapitalis uzrunvelyofa; Sesabamisi dazRvevis uzrunvelyofa; sakredito xelSekrulebaSi dafiqsirebul vadebSi valis gadaxda;

kreditoris finansuri angariSebiT uzrunvelyofa. unda gaviTvaliswinoT isic, rom sakredito xelSekruleba SeiZleba gaumjobesdes, Seicvalos. da amasTan, SeiZleba gamonaklisebic iyos daSvebuli. rodesac sesxis aRebas gadawyvetilia, aucilebelia, dawvrilebiT ganvixiloT sakredito pirobebi. es Zalze mniSvnelovania. moviTxovoT da ganvixiloT dokumentebi manam, sanam garigeba moxdeba. kreditorebi yovelTvis mzad arian TanamSromlobisaTvis. arsebobs imis SesaZlebloba, rom kreditori mis mier wamoyenebuli pirobebiT wava daTmobaze. mxedvelobaSi unda viqonioT isic, rom pirobebis ganxilvisas, SeiZleba dagvWirdes partnioris daxmareba. aucilebelia miviRoT mxolod iseTi pirobebi, romelTa ganxorcieleba ZaluZs firmas, radganac rodesac pirobebi miRebuli iqneba msesxeblis mier da sesxi gamoiyofa, aucilebeli iqneba davicvaT isini. banks agreTve sWirdeba informacia ganmcxadeblis piradi finansuri mdgomareobis Sesaxeb. am informaciaSi mocemulia: ganmcxa-deblis piradi fuladi saxsrebis moculoba; Semosavlis wyaroebi, xelfasi da piradi investiciebi; aqciebi, obligaciebi, uZravi qoneba da sxva sakuTreba, agreTve piradi valebi, Sesatani sadazRvevo gadasaxadis da sxva davalianebis CaTvliT. ganacxadis Sefaseba sesxis aRebis proceduraSi ganacxadis saWiro informaciis mowodebas mosdevs Sefaseba. bankis warmomadgenlebi sesxis gamoyofis sakiTxis gadawyvetisas ganixilavs Semdeg sakiTxebs: 167

msesxeblis mier momwodeblebis, bankebis, agerTve sxva kreditorebis sesxis dafarva warsulSi; msesxeblis valis Sefardeba wminda RirebulebasTan; kompaniis Semosavali warsulSi;

im giraos Rirebuleba da mdgomareoba, romelsac sagarantiod sTavazobs msesxebeli. agreTve yuradReba eqceva: 1) msesxeblis menejerul unar-Cvevebs, 2) mis Tvisebebs, 3) biznesis samomavlo gegmebs. cxrili #9 fulis biujeti (19___ wlis I kvartlis) ianvari sabiujeto arsebuli sabiujetoTebervali arsebuli marti sabiujeto arsebuli 168

mosalodneli fuladi Semosavlebi 1. naRd fulze gayiduli 2. debitorebis Semonatani 3. sxva Semosavali 4. mTliani fuladi Semosavali mosalodneli fuladi gasavlebi 5. nedleuli 6. gacemuli xelfasi 7. sxva sawarmoo xarjebi (saeqspluatacio-saremonto xarjebis CaTvliT) 8. reklama 9. savaWro xarjebi 10. administraciuli xarjebi (mflobel-menejerTa xelfasis CaTvliT) 11. axali sawarmoebi da mowyobilobebi 12. sxva gadasaxadebi (begara; savaraudo mogebis begaris CaTvliT; dabrunebuli sesxebi; pro-centi) 13. mTliani fuladi gadasaxadi 14. mosalodneli fulis raodenoba Tvis dasawyisSi 15. fulis zrda an kleba (4. 13) 16. mosalodneli fulis raodenoba Tvis bolos (14. +15,) 17. fulis sasurveli balansi (moculoba)

18. saWiro moklevadiani sesxi (17.-16., Tu 17. metia) 19. fuli, romlis gamoyenebac SesaZlebelia dividendebis gasacemad, kapitaluri dabandebisa da/an moklevadiani investirebisaTvis (16.-17., Tu 16.metia) fuli kapitaldabandebisaTvis 20. arsebuli Tanxebi (19. dividendebis da a.S. gamoklebiT) 21. sasurveli kapitalis Tanxa (11., axali sawarmoebi, mowyobilobebi) 22. saWiro grZelvadiani sesxi (21. 20., Tu 21. metia) V. 3. fuladi saxsrebis marTva da sesxis aReba susti menejmenti xSirad aris imis mizezi, rom zogierT menejers uCndeba sesxis miRebis problmebi. aseTi menejerebi ver axerxeben fuladi resursebis swor dagegmvas, ris Sedegadac biznesi `fuladi krizisiT~ avaddeba. kreditis miRebisa da gamoyenebisaTvis saWiroa maRalxarisxovani menejmentis ganxorcieleba _ is aerTianebs: firmis fulis moZraobis codnas; fuladi saWiroebebis ganWvretas; sesxebis Sesaferisi drois dagegmvas; firmis kreditunarianobis uzrunvelyofas, rac aisaxeba fulis biujetSi (ix. cxrili # ). realizaciis didi moculobis miuxedavad, mcire biznesis bevri mflobeli mainc ganicdis finansur problemebs. zogierTi iseT rTul pirobebSi xvdeba, rom Znelad Tu SeuZlia saqmiani moRvaweobis gagrZeleba. zog SemTxvevaSi biznesi kotrdeba. aseT menejerebs sami ram aqvT saerTo: pirveli maT ician TavianTi biznesis sfero, maTi teqnikuri codna pirvelxarisxovania, meore, _ isini susti menejerebi arian. bevr SemTxvevaSi isini ver axerxeben saqmianobis winaswari dagegmvas, radgan zedmetad bevr dros uTmoben biznesis praqtikul marTvas. mesame maT hgoniaT, rom damatebiTi fondebi gadawyveten problemebs, sesxi ki gamoiyvanT maT wamgebiani poziciidan. xSirad bankis moxeleebi aseT menejerebs uars eubnebian sesxze an amcireben maT mier moTxovnili sesxis odenobas. bankirebi didad afaseben mflobelis mZime Sromas da eWvis qveSac ar ayeneben mis ganzraxvebs. bevr SemTxvevaSi kreditorebi biznesmenebs uars eubnebian kreditis gamoyofaze, im mizeziT, rom biznesmenma naCqarevad da daufiqreblad moamzada sakredito ganacxadi. kreditori atyobs, rom aseTi menejeris firma arastabiluria. Tu uari miviReT sesxis gamoyofaze, aucilebelia veZeboT Secdomebi, romlebic daSvebulia strategiaSi. kreditors sWirdeba pasuxi ramdenime kiTxvaze, imisaTvis rom daadginos ramdenad SeuZlia msesxebels daabrunos fuli. erT-erTi aseTi kiTxvaa: risTvis apirebs msesxebeli fulis gamoyenebas da ra saxis unda iyos krediti? roca sesxis aReba gadawyvetilia, aucilebelia davadginoT, Tu ra saxis kreditia saWiro. biznesi Tavis operaciebSi ZiriTadad iyenebs 4 saxis kredits. is mizani, romlisaTvisac sesxs iRebT, gansazRvravs kreditis saxeobas. 1. komerciuli (savaWro). _ am kreditis miReba ar niSnavs `fulis 169

sesxebas~. es aris fuli, romelic gvmarTebs momwodeblebis mimarT maragebis kreditSi miRebis gamo. kargi sakredito gamocdileba kreditunarianobis erT-erTi damamtkicebeli sabuTia. 2. moklevadiani. _ bankebi da sxva kreditorebi fulis am saxeobas gascemen sasaqonlo-materialuri maragis SesaZenad. aseTi krediti TviTanazRaurebadia, radgan uzrunvelyofs maragis realizaciis gziT fulis miRebas. moklevadiani kreditis ukan dabruneba xdeba erT welze nakleb vadaSi. 3. grZelvadiani. _ aseTi krediti gaicema erT welze meti vadiT, is gamoiyeneba biznesis gafarToebisaTvis an modernizaciisaTvis. am kreditis ukan dabruneba xdeba mogebis meSveobiT. Cveulebriv, aseTi krediti gaicema msesxeblis mier uZravi qonebis dagiravebis an vadiani kreditoruli Tamasuqis gacemis Semdeg. 4. saaqcio kapitali. _ am saxis fuli mis momwodebels ukan arasdros ar ubrundeba. mas iReben investorebisaTvis mogebis nawilis gadacemis gziT, anu amiT iyideba biznesis wili. kreditors agreTve ainteresebs rogoria debitoruli davalianeba. am sakiTxebis analizis procesSi unda davdaginoT, xom ar izrdeba vadagadacilebuli da uimedo debitoruli davalianebebis moculoba? xom ar gWirdebaT fuli uimedo debitoruli davalianebebis sakompensaciod? rogoria biznesis mogebis norma? aq unda ganisazRvros: xom ar aqvs adgili mogebis Semcirebas sakmarisi realizaciebis pirobebSi? xom ar aris es ukanaskneli gamowveuli danaxarjebis arasaTanado kontroliT? gakmayofilebT Tu ara Tqveni bazari? rogoria Tqveni biznesis nulovani mogebis gamosavali? rogoria sesxis dabrunebis gegmebi? aq unda davadaginoT realuria Tu ara dagegmili mogeba da danaxarjebi? kreditori didi yuradRebiT ganixilavs biznesSi fulis moZraobas, raTa daadginos SeuZlia Tu ara biznesis mflobels miiRos Sesabamisi fuladi saxsrebi, rom gaumklavdes firmis valdebulebebs. amis garda, kreditori unda darwmundes, rom fuli, romelic saWiroa sabrunavi kapitalisaTvis, ar iqneba gamoyenebuli fiqsirebuli aqtivebis SesaZenad, rac gamoiwvevs likvidurobis Semcirebas. specialistebis gamocdileba imas mowmobs, rom xSirad mcire biznesis mflobelebs hgoniaT, rom finansuri siZneleebi gaaCniaT, maSin, rodesac realurad menejeruli problemebi aqvT. aseT firmebSi kreditma SeiZleba droebiT Seamsubuqos problemebi, magram momavalSi es davalianeba kidev ufro gaarTulebs maT mdgomareobas. marto fuli ver uzrunvelyofs karg menejments biznesSi. mcire biznesis mflobelebi xSirad awydebian `fuladi krizisis~ problemas. es fuladi ukmarisoba susti dagegmvis Sedegia. biznesis bevri myidvelis Secdoma is gaxlavT, rom isini xSirad yidulobs imas, rac maT SesaZleblobebs ar Seesabameba. isini yiduloben bizness ise, rom akliaT sakmarisi saoperacio fuli da gamocdileba. Tu myidveli ar imaragebs sabrunav kapitals, ver ixdis arsebul angariSebs, advili misaxvedria, ra Sedegi mohyveba amas. fuladi Semosavlis gareSe biznesi ganicdis xSir ryevebs. es aris gafrTxileba yvelas mimarT, visac kavSiri aqvs am biznesTan. biznesmenTa mier daqiravebuli muSakebi da momxmareblebi pirvelni arian, vinc amCneven situaciis daZabulobas. amis Semdeg isini am situaciis gaTvaliswinebiT iwyeben TavianT momavlis dagegmvas. fulis ukmarisobam SeiZleba firma gakotrebamde miiyvanos, maSinac ki, rodesac mas saukeTeso produqcia gaaCnia da misi operaciebi SemosavlianobiT gamoirCeva. 170

`fuladi krizisis~ Tavidan acilebisaTvis unda davadginoT, Tu ra Tanxa Wirdeba bizness normaluri operaciebis Casatareblad, da Semdeg finansebi ise daigegmos, rom miviRoT dagegmili fuli. saWiro fulis raodenoba sxvadasxvaa, radganac gansxvavebulia biznesis sferoebi. saSualod, sabrunavi kapitalis 5-dan 10%-mde fuladi kapitalis saxiT unda iyos. fuladi saxsrebis prognozi gviCvenebs, miRwevadia Tu ara moqmedebis gegma, biujeti ki asaxavs fulis im sidides, romelic miiReba biznesis warmoebis Sedegad. upirveles yovlisa, fulis biujetis Sedgenis procesSi unda gaviTvaliswinoT is mosalodneli danaxarjebi, romlebic gveqneba sabiujeto periodSi, realizaciis is moculoba, romelic aucilebelia am danaxarjebis dasafarad. maTi sxvaoba mogcemT periodis bolos darCenili fulis moculobas. unda davadginoT maqsimaluri da minimaluri mogeba imisaTvis, rom ganvsazRvroT fulis saWiro odenoba. warsuli periodis gayidvebis moculobis analizi amis dadgenaSi dagvexmareba. es gamoTvlebi gagviadvilebs maragebisa da debitoruli angariSebis moculobis dagegmvas, romelTa Semdgomi kontroli mogvcems saSualebas, sworad gansazRvroT sabrunavi kapitali. fulis biujetis swori dagegmva yvelaze efeqtiani iaraRia saWiro fuladi da biznesis resursebis dasagegmavad. fulis biujetis tipiuri sqema warmodgenilia naxat. # Si. fulis biujetis dadgeniT miiRweva finansuri operaciebis dagegmva, mosalodneli Semosavlebisa da da-naxarjebis gaangariSeba. biujetis Sedgenis mizania fuladi saxsrebis optimaluri raodenobis SenarCuneba da amiT nebismieri moulodne-lobisaTvis mzadyofna. fulis biujetis dagegmvis mizania: uzrunvelvyoT fulis efeqtiani gamoyeneba Semosavlebisa da danaxarjebis dadgenis gziT da amis meSveobiT SevamciroT nasesxebi kapitalis sidide; ganvsazRvroT drois is periodi, roca fulis naklebobis gamo aucilebelia damatebiTi kreditis aReba. amave dros, ganvsazRvroT saWiro minimaluri kreditis raodenoba da am gziT uzrunvelyoT iseTi mdgomareoba, rom minimaluri iyos biznesis kreditze damo-kidebuleba; davadginoT kreditis dabrunebis vada; davadginoT fulis maragebSi da axal mowyobilobaSi investirebis periodi; gavarkvioT, ramdenad saWiroa biznesisaTvis damatebiTi sabrunavi kapitali. fulis biujetis Sedgenis periodSi aucilebelia viyoT re-alistebi, imdenad ramdenadac es SesaZlebelia. SevecadoT, gadaWarbebiT ar SevafasoT realizaciis moculobis sidide, SevamciroT danaxarjebi. V. 4. menejmentis roli fuladi resursebis efeqtianobaSi gamarTuli menejmentis daxmarebiT, mcire bizness mcire saxsrebis sesxebis drosac SeuZlia miaRwios warmatebas. amis magaliTad gamodgeba firma ,,Southeast~, romelic ori partnioris bizness warmo-adgenda. firmam samzareulos mowyobilobebis warmoebasa da montaJze 4 TviT dado kontraqti did samSeneblo firmasTan. partniorTa gaangariSebiT, aRniSnul vadaSi samuSaos dasruleba firmas damatebiT, 56,500$-is dolars miscemda. radgan es Tanxa aRemateboda fulis im raodenobas, romlis sesxebac maT undodaT, daxmarebisaTvis specialuri programas mimarTes. 171

am gaangariSebis mixedviT, noembris bolos partniorebs gaaCndaT 47,000$. arsebuli valdebulebebi dafaruli iqna am fulis meSveobiT. pirvel etapze aucilebeli iyo 16000$-is sesxis gadaxda. Semdeg unda Sesrulebuliyo valdebulebebi, romlebic firmas daugrovda kontraqtis pirvel oTx TveSi, rodesac fulis SenarCuneba xdeboda gadasaxadebis gadavadebiTa da sakuTari moxmarebisaTvis biznesidan fulis amoRebaze uaris TqmiT. am gamoTvlebma daarwmunes partniorebi, rom maT SeuZliaT ganaxorcielon kontraqti maSin. Tu isini miiReben sesxs. Semdegi maTi nabiji iyo bankis darwmuneba imaSi, rom maTi gegma sakmaod realisturia. rogorc bankis, aseve sakuTari firmis sasikeTod, partniorebma sesxis dagegmva biznesSi fuladi saxsrebis moZraobis Sesabamisad ganaxorcieles. am sqemam cxadyo, rom: 1) moTxovnili Tanxis sidide zu-stad Seesabameba firmis interesebs; 2) fulis rezervi, uzrunvelyofda mis normalur saqmianobas kontraqtis bolomde. konsultantebi daexmarnen firmis warmomadgenlebs, moeZebnaT varianti, rodesac saWiro iyo mxolod 16,000$-is sesxeba. es SesaZlebeli gaxda Semdegi RonisZiebebis ganxorcielebiT: 1. momwodeblebisagan masalebis yovelTviurad miRebiT da mimwode-blebisadmi fulis 3 TveSi erTxel gadaricxviT; 2. damkveTebisagan (mSeneblobisagan) 4 Tvis gasamrjelos winaswari gadaxdiT; 3. sakuTari biznesidan fulis mxolod im SemTxvevaSi aTvisebiT, rodesac fulis moZraobis prognozi iZleoda amis gakeTebis SesaZleblobas. am faqtebze dayrdnobiT, partniorebma gamoiangariSes, rom 5 Tvis ganmavlobaSi (ivlisidan noembramde) firmas unda mieRo 88,000$, gadaexada 56,500$ da noembris bolos angariSze darCenoda 31,500$. miuxedavad amisa, problemebi warmoiSva ivlisSi da agvistoSi, rodesac danaxarjebma Zalze gauswro Semosavals. imis dasadgenad, Tu rogor SeiZleba 16,000$-ma gadaarCinos firma am Tveebis ganmavlobaSi, Sedga Semdegi gaangariSeba: cxrili #10 saWiro sesxis moculobis Sefaseba seqtemberi agvisto ivlisi oqtomberi noemberi $2,000 $2,000 $18,000 31,000 $49,000 $47,000 172

fulad saxsrebze moTxovna sasaqonlo-materialuri $15,000 maragebi saoperacio xarjebi 4,000 damatebiTi danadgarebi 2,500 sul $21,500 arsebuli fuladi saxsrebi fuli xelze $2,000 fuladi Semosavlebi 10,000 sul $12,000 Warbi fuli 0

$10,000 6,000

$7,000 6,000 $4,000 $4,000 $2,000 20,000 $22,000 $18,000

$16,000 $13,000

$10,000 $15,000 $10,000 $15,000 0 $2,000

damatebiT saWiro fuli

$9,500

$6,000

am firmis mflobel-menejerTa efeqtian saqmianobas gamoxatavs maT mier Sedgenili mogeba-zaralis uwyisi (Semosavlebis angariSi). efeqtiani operaciis mogeba-zarali aCvenebs biznesis garkveuli mimarTulebis Sesabamis Semosavlebs. realizaciis moculobis sidide, gayidvis stimulireba, danaxarjebis kontroli, maragis brunvadoba da mogeba _ es is maCveneblebia, romlis mixedviTac Sefasdeba Tqveni biznesi. biznesis ganviTarebis tendenciebis dasadgenad, kreditori aanalizebs mocemuli da warsuli wlebis finansur angariSebs. mocemuli momentis angariSebi kreditorebs uCvenebs, Tu rogoria firmis mflobelTa kapitalis sidide. kargi menejerebi xvdebian, rom perioduli sesxeba aris biznesis warmarTvis efeqtiani gza. grZelvadiani sesxebis gegma dafuZnebuli unda iyos imaze, rom biznesis sxvadasxva saxis fuls Tavisi specifikuri da Sesabamisi daniSnuleba aqvs. finansuri dagegmva aris pirveli nabiji sesxis aRebisaTvis. es dagegvma unda efuZnebodes Sesabamis dokumentebs, raTa davicvaT krediti da gamoviyenoT igi rac SeiZleba momgebianad. cxrili #11 fuladi biujetis prognozi ianvari savaraudo faqtobrivi 1. fuli bankSi (Tvis dasawyisSi) 2. fuli salaroSi (Tvis dasawyisSi) 3. saerTo fulis raodenoba (1, +2.) 4. mosalodneli realizacia naRd fulze 5. debitorebisagan miRebuli fulis mosalodneli sidide 6. sxva mosalodneli fuladi Semosavlebi 7. saerTo fuladi Semosavlebi (4.+5.+6) 8. saerTo fuli da Semosavlebi (3.+7.) 9. saerTo danaxarjebi (erTi Tvis) 10. fulis jamuri sidide Tvis bolos (8.-9.) $1,400 100 $1,500 1,200 400 100 $1,700 $3,200 1,200 $2,000 $1,400* 100 $1,500 1,420 380 52 $1,852 $3,352 1,192 $2,160 Tebervali savaraudo faqtobrivi $1,850 150 $2,000 900 350 50 $1,300 $2,200 1,000 2,300 $2,090* 70 $2,160

* biznesis mflobeli adgens am cifrebs, dazustebis Semdeg. cxrili #12 fulis moZraobis grafik-kontraqtis dadebidan sesxis dabrunebis dromde 173

agvisto

seqtemberi

ivlisi

savaraudo fuladi Semosavlebi gayidvebi naRd fulze debitorebi sxva Semosavlebi saerTo fuladi Semosavlebi savaraudo fuladi gasavlebi kreditorebi gadaxdili xelfasebi danaxarjebi procentuli sargeblis xarjebi fiqsirebuli aqtivebi gadasaxadebis rezervi gasavlebi fulis savaraudo namati fuli Tvis dasawyisSi kreditebi sesxis dafarva fuli Tvis bolos

$800 10,000 200 $11,000 17,000 2,600 1,200 130 2,500 $23,430 ($12,430 ) $4,200 $16,000 $7,770

$600 10,200 400 $11,200 11,000 4,200 1,800 130 460 $17,590 ($6,390) $7,770

$700 15,800 480 $16,700 8,200 4,200 2,000 130 600 $15,130 $1,570 $1,380

$1,200 20,000 480 $21,680 2,700 7,900 2,700 130 800 3,800* $18,030 $3,650 $2,950

oqtomberi

$2,800 31,600 250 $34,650 2,200 5,800 600 130 100 3,800* $12,630 $22,020 $6,600 $16,000 $12,620

$1,380

$2,950

$6,600

unda ganawildes oqtombersa da noemberze ise, rom fulis raodenoba maqsimaluri iyos fulis didi gadinebis TveebSi. mimoxilviTi SekiTxvebi:

1. 2. 3. 4.

rogoria biznesis dawyebis dafinansebis wyaroebi? ra gansxvavebaa sabanko da mimwodebelis kreditebs Soris? rogor SeiZleba dadgindes kompaniis kreditunarianoba? ra aucilebeli informacia unda warvudginoT sakredito organi-zacias sesxis misaRebad? 5. rogor xdeba sesxis saxeobaTa dadgena? 6. ras gulisxmobs saaqcio kapitali? 7. ra gansxvavebaa indosantebs, valdebulebis Tanamonawileebsa da Tavmdebebs Soris? 8. ra rols TamaSobs fulis gasesxebis dros sasaqonlo qviTari? 9. ra wesebiT xelmZRvanelobs kreditori? 10. ra SezRudvebi arsebobs sesxis aRebis dros? 11. rogor xdeba ganacxadis Sefaseba? 12. ra saxis kreditebi arsebobs? TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. dagvixasiaTeT kreditis is ZiriTadis saxeebi, romlebsac kompaniebi iyeneben dafinansebis procesSi? es saxeebia: sakuTari (saaqcio kapitali) da nasesxebi (bankis krediti), 174

noemberi

romelic moiTxovs dabrunebadobas, saaqcio kapitali ar moiTxovs dabrunebadobas, aramed gaicema mogebidan dividendebis saxiT. 2. ra upiratesobebi gaaCnia mimwodeblis kredits? mimwodeblis krediti gulisxmos saqonlis biTumad gacemas. is SesaZlebelia, rodesac partniorebs gaaCniaT stabilur urTierTobebze damyarebuli kavSiri. misi upiratesoba mdgomareobs imaSi, rom Tu saqoneli ar gaiyida, kreditis es nawili SeiZleba, dabrundes saqonlis saxiT. 3. ra aris aucilebeli kompaniis kreditunarianobis Sesamowmeblad? sanam banki an sxva sakredito dawesebuleba gascems kredits man unda daadginos: msesxeblis piradi Tvisebebi da gamocdileba sakredito organizaciasTan urTierTobis TvalsazrisiT, fulis miznobrivi daniSnuleba, sesxis dafarvis ganrigi, sesxis dafarvis garantiebi. 4. dagvixasiaTeT is gansxvaveba, romelic arsebobs indosantebs, valdebulebebis Tanamonawileebsa da Tavmdebebs Soris? indosanti _ es aris mesame piri, romelic xels awers Tamasuqze da pasuxs agebs bankis winaSe msesxeblis mier valdebulebaTa Seusruleblobaze, am formas hyavs valdebulebis Tanamonawile, radganac is iRebs valdebulebebs. sesxis amReb pirTan erTad Tavmdebi iZleva sesxis ukan dabrunebis garantiebs sagarantio valdebulebebze xelis moweriT. 5. dagvixasiaTeT is zogadi wesebi, romliTac xelmZRvanelobs kreditori? kreditors ainteresebs: 1) msesxebeli kompaniis sufTa mogebis sidide; 2) kompaniis samomavlo perspeqtivebi; 3) menejmentis SesaZleblobebi; 4) im dargis perspeqtivebi, sadac eweva saqmianobas kompania. 6. rogor xdeba sesxze ganacxadis Sefaseba? sesxze ganacxadis Sefaseba moiTxovs Semdegi informaciis analizs _ a) msesxeblis mier kreditorebis valis dafarva warsulSi; b) kompaniis wina wlebis Semosavali; 3) msesxeblis valis Sefardeba wminda RirebulebasTan; g) im giraos mdgomareoba da Rirebuleba, romelsac sTavazobs msesxebeli sagarantiod.

175

176

177

Tavi VI venCuruli kapitali da frenSaizingi, rogorc biznesis organizaciis forma. adamianebs, rac ufro kargad esmiT ra xdeba, miT ufro efeqtianad SeuZliaT gavlena iqonion movlenaTa msvlelobaze. j. sorosi aranair Terapias ar SeuZlia win aRudges yvela kategoriis sameurneo subieqtebis realuri Semosavlebis mudmivi zrdis glo-balur, ekonomikur da socialur pro-cesebs. i. Sumpeteri am TavSi Tqven gaecnobiT: 1. venCuruli kapitalis arss; venCu-ruli kapitalis sidides; dafina-nsebis maZiebeli kompaniis ganviTare-bis dones; venCuruli dafinansebis maZiebeli kompaniis menejments; venCuruli dafinansebis pirobebs; venCurul gadasaxadebs. venCuruli firme-bis saxeebs. 2. frenSaizings, rogorc saku-Tari saqmis organizaciis fo-rmas; frenSaizingis formebs. frenSaizingis licenziis yidvas; frenSaizingis SesaZle-blobaTa Sefasebas; frenSaizul pakets.

178

VI. 1. venCuruli kapitalis arsi kerZo investorebis ZiebasTan erTad, mravali swrafad mzardi firma cdilobs, moeqces venCuruli kapitalistebis interesTa sferoSi. sainvesticio saxsrebi, romelic gaaCnia venCurul kapitalistebs, aris mopovebuli korporaciebis, sapnesio fondebis, universitetebis Sewiru-lobebiT. rogorc wesi, venCuruli kapitalistebi ara mxolod iZlevian saqonelsa da kapitals, aramed amis sanacvlod iTxoven mcire sawarmos im mogebis wils, romlic rig SemTxvevaSi sawarmoos Rirebulebis 50 da met procents [236,pp.105-106]. aRwevs amasTan, isini monawileoben firmis marTvaSi. venCuruli kapitalistebi yiduloben kompaniis aqciebs dabal fasSi da Semdgom, rodesac kompania Ria saaqcio sazogadoeba xdeba mas ufro maRal sabazo fasSi yidian . venCeruli kapitalistis moZebna rTul amocanas warmoadgens. imisaTvis, rom venCuruli kapitalisti davarwmunoT biznesis warmatebaSi, aucilebelia, gaiweros 5-7 welze firmis ganviTarebis perspeqtiva. mcire bizness arasdros aqvs sakmarisi fuladi saxsrebi. bunebrivia, mcire biznesis dafinansebaSi bankirebi da momwodeblebi, kreditis Tu sesxis gacemis gziT did rols TamaSoben, magram grZelvadiani zrdis SemTxvevaSi, metad mniSvnelovania venCuruli (sarisko) kapitalis firmebiT dafinansebac. venCuruli kapitaliT dafinansebas SeiZleba hqondes damatebiTi sargebeli, radganac, Tu mcire firmas aqvs adekvaturi kapitalis baza, bankebi ufro gabedulad aZleven mas kredits. bankebisa da venCuruli kapitalistebi afaseben firmis uaxloes momavals da did mniSvnelobas aniWeben mis warsuls; venCuruli kapitalis mflobelebi ki, yuradRebas aqceven firmis samomavlo moRvaweobas grZelvadian perspeqtivaSi. darwmunebiT SeiZleba iTqvas, rom mcire biznesis investirebis Sesaxeb gadawyvetilebis miRebisas, venCuruli kapitalis firmebi da calkeuli venCuruli kapitalistebi bevr iseT faqtors iTvaliswineben, rasac bankebi. potenciur investorebsa da kreditorebs ainteresebT firmis warsuli moRvaweobis Sedegebi, maT mier moTxovnili kapitalis odenoba da misi samomavlo gamoyenebis gzebi, firmis finansuri mdgomareoba da dagegmili Semosavlebis sidide. venCuruli kapitalistebi met yuradRebas aqceven produqciisa da momsaxurebis ZiriTad maxasiaTeblebsa da bazris sidides, vidre komerciuli bankebi. bankebs ainteresebT is, Tu ra mdgomareoba gaaCnia kompanias bazrze, raTa darwmundnen imaSi, rom kompaniis mier warmoebul saqonelsa Tu momsaxurebas SeuZlia, uzrunvelyos realizaciis moculobisa da fuladi Semosavlebis is odenoba, romelic sakmarisi iqneba aRebuli sesxis dasafarad. bankebi ganixilaven firmis mier warmodgenil proeqtebs, raTa Seafason firmis mflobelisa Tu menejerebis mier winaswar Sesrulebuli samuSao. venCuruli kapitalis firmebi floben kompaniebis aqciebs, anu misi kapitalis garkveul nawils, amitom isini udidesi yuradRebiT ikvleven arsebul an mosalodnel saqonels an momsaxurebas da mis potenciur bazars. venCuruli kapitalis mflobelebi abandeben kapitals mxolod im firmebSi, romlebsac SeuZliaT, swrafad gazardon realizaciis moculoba da amiT gaadidon TavianTi Semosavlebi. venCuruli kapitalis firmebi mcire mogebisaTvis fuls ar abandeben. isini varaudoben investirebuli kapitalis 3 an 4-magad ga-zrdas 5 - 7 weliwadSi. ra Tqma unda, am tipis firmebma ician, rom maT mier investirebuli 179

kapitali yovelTvis ase rodi izrdeba. investiciebis mxolod mcire nawili iZleva kapitalis 300-500%-iT zrdas, venCuruli kapitalistebi eZeben iseT proeqtebs, romlebsac potenciurad didi mogebis motana SeuZliaT, raTa amiT dafaron danakargebi im investiciebidan, romlebmac ar gaamarTla. venCuruli kapitali sarisko biznesia, radgan rTulia, gansazRvro im kompaniebis Rirebuleba, romlebic ganviTarebis damwyeb stadiaze imyofebian. amitom, bevri venCuruli kapitalis firma investirebuli kapitalis odenobis, kapitalis maZiebeli kompaniis ganviTarebis donisa da mdgomareobis dasadgenad, atarebs mkacr politikas da riskis Sesamcireblad saWiro RonisZiebebs mimarTavs, raTa uzrunvelyos investiciebis maqsimaluri dacva. venCuruli kapitalis firmebis umetesoba dainteresebulia im proeqtebis dafinansebiT, romlebic moiTxoven 250,00-idan 1,500,000-dolaramde investiciebs. proeqtebi, romlebic moiTxoven $250,000-ze nakleb Tanxas, maTTvis naklebad sainteresoa, administraciuli xarje-bis sididis gamo. miuxedavad amisa, venCuruli kapitalis firmebma Se-iZleba daafinanson is proeqtebic, romlebic nakleb Tanxas moiTxoven, Tu isini mimzidvelni arian. saSualod, venCuruli kapitalis firma iRebs 1000-ze met ganacxads weliwadSi. daaxloebiT maTi 90%-is uaryofa Tavidanve xdeba, radganac isini ar akmayofileben firmis mier miRebul politikas: geografiul, teqnikur an bazris sferoebSi. darCenili 10% didi yuradRebiT ganixileba da mowmdeba. es Semowmeba Zviri jdeba. firmebma produqtis Sesafaseblad SeiZleba daiqiravon eqspertebi im SemTxvevaSi, Tu ukanaskneli warmoadgens siaxles, an Tu teqnologiurad mimzidvelia. bazris sididisa da kompaniis konkurenciuli mdgomareobis analizi xdeba arsebul an potenciur momxmarebelTan, momwodeblebTan da sxva agentebTan. kontraqtebis dadebiT kompaniis finansuri mdgomareoba zustdeba auditorebis meSveobiT, agreTve mowmdeba biznesis organi-zaciul-samarTlebrivi formis, misi registraciis sakiTxebi. kompaniis menejmentis donesa da kompetenturobas venCuruli kapitalis firma afasebs misi warsuli moRvaweobis saguldagulo analizis gziT. TiToeuli kompaniis aseTi Tavdapirveli Semowmeba venCurul firmebs 2,000-idan 3,000-dolaramde ujdeba. Semowmebis Sedegad, 15-dan analizis 10-mde kompania xvdeba venCuruli firmebis interesebis sferoSi. meore Semowmeba, pirvelTan SedarebiT ufro saguldagulo da Zviria da amcirebs kompaniaTa ricxvs 3-mde, romelTaganac mxolod erTSi an orSi xdeba fulis dabandeba. VI. 2. venCuruli dafinansebis maZiebeli kompanis ganviTarebis done. venCuruli kapitalis firmaTa umetesobis sainvesticio interesebi im kompaniebiT ifargleba, romelTac warsulSi raime komerciuli operaciebi miuxedavad maTi mogebisa, mainc aqvT Catarebuli, kompaniebi, romlebsac SeuZliaT, gamouSvan axali produqcia an daikavon bazris axali segmenti, gansakuTrebulad sainteresoa venCuruli firmebisaTvis. maT SeuZliaT, uzrunvelyon aseTi kompaniebi fondebiT, raTa TandaTanobiTi zrdis nacvlad maT swrafi zrdis saSualeba miscen. venCuruli firmebi SeiZleba dainteresdnen im kompaniebiTac, romelTac axali dawyebuli aqvs saqmiani moRvaweoba an gaaCniaT seriozuli finansuri siZneleebi, magram gamovlenili da winaswar dadgenilia maTi potenciuri zrdis SesaZlebloba. Tu venCurulma firmebma didi riskis gawevis 180

gziT, ukve gaafarToves TavianTi sainvesticio portfeli, zaralis didi SesaZleblobis gamo, isini SeiZleba ar iyvnen dainteresebuli meorejer daabandon fuli biznesis imave sferos sarisko proeqtebSi. rogorc wesi, venCuruli firmebis umetesoba ar ganixilavs damwyebi kompaniebis winadadebebs, amitom mcirea im venCuruli firmebis ricxvi, romlebic afinanseben mxolod damwyeb kompaniebs. im mcire kompanias, romelsac kargad aqvs momzadebuli gegma da SeuZlia, warmoadginos gaazrebuli menejmenti, kapitalis miRebis dros mas upiratesoba uCndeba. venCuruli kapitalis firmebis umetesoba did mniSvnelobas aniWebs kompaniis menejmentis kompetenturobasa da saxes. maT ician, rom saSualo produqtic ki SeiZleba warmatebiT iyos warmoebuli da gasaRebuli, im SemTxvevaSi Tu menejmentis gundi gamocdili da energiulia. isini eZeben iseT gunds, romelsac SeuZlia cvlilebebisa da konkurenciis pirobebSi, gamarTuli da produqtiuli muSaoba. venCu-rulma firmebma ician, rom brwyinvale produqtebmac ki SeiZleba ar mogvces mogeba susti menejmentis gamo. bevri maTgani fuls abandebs menejmentis maRal doneSi da ara produqtis an bazris potenciur SesaZleblobaSi. bunebrivia, rom menejmentis donis Sefaseba rTul saqmes warmoadgens. venCuruli firmis warmomadgeneli erT kviris ganmavlobaSi swavlobs am sakiTxebs saanalizo kompaniis ofisebSi, raTa Seafasos misi menejmentis gundis kompetenturoba da muSaobis stili. venCuruli kompaniebi, rogorc wesi, iTxoven, rom kompanias menejmentis gundi srulad hyavdes dakompleqtebuli. funqcionaluri sferos yovel mniSvnelovan nawils produqtis damuSavebas, marketings, warmoebas, finansebs da kontrols unda marTavdes am jgufis gamocdili wevri. TiToeuli wevris pasuxismgeblobis done unda iyos mkacrad gansazRvruli. ekonomikis sferoSi ganswavlulobasTan erTad, menejmentis gundis yoveli wevri metad erTguli unda iyos kompaniisa da misi momavlisadmi. venCuruli kapitalis firmebi did mniSvnelobas aniWeben kompaniis menejmentis gundis mier Tavis strategiaSi im originaluri elementis SemuSavebas, romelic SeiZleba exebodes rogorc produqts, aseve bazars an warmoebis process. es originaluri elementi SeiZleba iyos produqtis axali saxe, an axali teqnologiis danergva, siaxleebi menejmentSi, an axali teqnikuri SesaZleblobani. kompaniaSi aseTi gansakuTrebuli niSani aucileblad unda moiZebnos, radganac konkurenciis pirobebSi is upiratesobas aniWebs ukanasknels.

VI. 3. venCuruli dafinansebis Sesaxeb winadadebis momzadeba dadafinansebis Sesaxeb winadadeba unda asaxavdes Semdeg muxlebs: miznebi da amocanebi es aris proeqtis mokle mimoxilva. aucilebeli dafinanseba informacia fulis im raodenobis Sesaxeb, romelic gWirdeba proeqtis dasawyisidan ganviTarebamde, SemoTavazebuli Tanxis dagegmili raodenobis gamoyenebis gzebs da finansur gegmas, moTxovnili Tanxis da proeqtis danaxarjebis analizs. 181

marketingi _ aq warmodgenilia: bazris im segmentis aRwera, romelic ukve dakavebuli aqvs kompanias an gegmavs mis dakavebas; konkurenciis pirobebi; bazris Taviseburebebis daxasiaTeba; is gegmebi (da maTi Rireubuleba), romlebiTac kompania apirebs saWiro bazris segmentis mopovebasa da SenarCunebas. firmis istoria _ aq warmodgenilia misi finansuri da organizaciuli moRvaweoba; mocemuli momsaxure personalis daxasiaTeba da maT Soris urTierTobebi, warmodgenilia sabanko operaciebi, aRwerilia firmis arsebobis periodSi gaweuli momsaxurebis an warmoebul produqtebis CamonaTvali. saqonlis an momsaxurebis aRwera _ aq mocemulia: firmis mier warmoebuli saqonlis, an momsaxureobisa da danaxarjebis sruli detaluri aRwera. finansuri dokumentebi _ aq Sedis wina wlebisa da momavali 3-5 wlis dagegmili savaraudo finansuri dokumentebi (sabalanso uwyisebi, mogebazaralis angariSebi da fuladi saxsrebis moZraobis uwyisebi). isini aCveneben im efeqts, romelic mosalodnelia Tu dafinanseba uzrunvelyofili iqneba. kapitalizacia _ aq warmodgenilia aqcionerTa sia, investiciebis raodenoba da maTi saxeoba (saaqcio/sesxi). biografiuli monacemebi _ aq mocemulia ZiriTadi mflobelebisa da momuSaveebis SromiTi gamocdilebisa da kvalifikaciis done. mosalodneli problemebi _ aq saWiroa warmovadginoT informacia potenciuri valdebulebebis, sauravis arsebuli sasamarTlo davebis, da nebismieri sxva gauTvaliswinebeli movlenis Sesaxeb, romelmac SeiZleba gavlena iqonios momaval gegmebze. upiratesobani _ aq aucilebelia im upiratesobebis warmodgena, romlebic saqonels, momsaxurebas, marketingul gegmebs an gasaRebis arxebs gaaCnia da romlebic proeqts gansakuTrebul mimzidvelobas aniWeben. VI. 4. venCeruli firmebis dafinansebis pirobebi ganacxadis vrceli ganxilvisa da analizis Semdeg, venCuruli firmebis umetesoba amzadebs finansur dokuments, romelSic naCvenebia: fulis is raodenoba, romelic gamoyofili iqneba; Cveulebrivi aqciebis procenti, romelic gamoyofili Tanxis sanacvlod maT mier unda iyos miRebuli; is meTodi, romelic iqneba gamoyenebuli dafinansebis procesSi da xelSekruleba, romelic unda iqnes gaformebuli. es dokumentebi ganixileba dasafinansebeli kompaniis menejmentis gundTan erTad, rac isini unda iyos kompaniis menejmentis gundsa da venCuruli kapitalis firmis warmomadgenels Soris miRweuli kompromisis Sedegi. am kompromisis mniSvnelovani elementebia: mflobloba, kontroli, yovelwliuri xarjebi da saboloo miznebi. mflobeloba venCuruli kapitaliT dafinanseba mcire biznesis mflobelTaTvis ar aris ufaso. venCuruli kapitalis firmebi investiciebis sanacvlod yiduloben biznesis aqciebis nawils. aqciebis procenti sxvadasxvaa da damokidebulia gamoyofili Tanxis raodenobaze, biznesis Rirebulebasa da investiciebidan mosalodnel mogebaze. venCuruli kompaniebis umetesobas sawyis etapze ar surs aqciebis 30182

40%-ze metis SeZena, radgan maT surT, rom mflobels hqondeT imis mamoZravebeli motivi rom kvlavac gaagrZelos biznesi. Tu biznesis zrdisaTvis saWiroa damatebiTi Tanxebi, venCuruli firmebis aqciebis wilma SeiZleba 50% gadaaWarbos, magram aseTma pirobebma SeiZleba Seamciros biznesis mflobelis stimulebi. sabolood, venCuruli firmebi, procentuli wilis miuxedavad, mainc cdiloben kontroli kompaniis menejerTa xelSi datovon, radgan amonagebi investiciebidan maTzea damokidebuli. venCuruli firmebis umetesoba kompaniis mier miwodebuli saxsrebisa da moTxovnili kapitalis TanafardobiT gansazRvravs SeTanxmebis monawile calkeuli mxaris mogebas. cxadia, am Tvalsa-zrisiT damwyeb an finansuri siZneleebis mqone kompaniis mflobelTa Senatans gacilebiT mcire Sedegi mohyveba, vidre warmatebuli bizness. finansuri Sefaseba ar aris zusti mecniereba. biznesis mflobelis azriT, mis mier venCuruli firmisaTvis gadacemuli wilis Rirebuleba mis realur fasze naklebia. venCuruli kapitalis firmis azriT ki _ piriqiT. orive dainteresebul mxares xelSekrulebis dadebiT SeuZliaT gaakeTon is, risi gakeTebac maT calcalke ar ZaluZT; magaliTad: 1) kompanias, damatebiTi fondebis saSualebiT, SeuZlia, sakmaod swrafad gaizardos, rac mis mflobels miscems SesaZleblobas, ara marto ainazRauros aqciebis gacemiT miRebuli danakargebi, aramed miiRos saTanado mogeba; 2) amiT is uzrunvelyofs investiciebis zrdas im doniT, rom venCurulma kapitalistebma miiRon gaweuli riskis sanacvlod anazRaureba. finansuri xelSekruleba, romelic iZleva sasurvel Sedegs 5 an 7 weliwadSi, ar aris idealuri, magram, sanam mxareebi realurad ar miaRweven am Sedegs, isini ver iqnebian kmayofili miRweuli kompromisiT. miuxedavad amisa, biznesis mflobelisaTvis Zalzed mniSvnelovania momavalze orientireba. kontroli kontroli aqciebis gacemisagan gansxvavebiT, bevrad ufro martivia. rodesac mxareebi ver Tanxmdebian, kontroli aris is meqanizmi, romlis mimarTac orive mxares (SeiZleba gauTviTcnobierebladac ki), saerTo interesebi uCndeba. im SemTxvevaSi, Tu gairkva, rom menejmentis gunds aqvs marTvis problemebi, venCurulma firmam SeiZleba Tavis Tavze aiRos biznesis kontroli. amasTan, es siZneleebTan aris dakavSirebuli, radganac mas ar hyavs teqnikuri eqspertebi, menejeruli personali, rom marTos mcire kompaniebi, xolo maTi daqiraveba moiTxoves damatebiT xarjebs. miuxedavad amisa, venCuruli kapitalis firmebi monawileobas Rebuloben im strategiuli gadawyvetilebis miRebaSi, romelmac SeiZleba, Secvalos kompaniis produqtis (bazris) saxe, isini wyveten msxvili fuladi dabandebebis sakiTxs. amitom, venCuruli kapitalis firmebs, rogorc wesi yavT TavianTi erTi warmomadgeneli mainc kompaniis direqtorTa sabWoSi. venCuruli kapitalis firmebi dainteresebuli arian imiT, rom miiRon monawileoba firmaSi seriozuli finansuri, mmarTvelobiTi an marketinguli problemis gadawyvetaSi. maT yovelTvis SeaqvT Sesabamisi damcveli punqti finansur xelSekrulebaSi, romlis Tanaxmadac eZlevaT ufleba, Tavis xelSi aiRon kompaniis monitoringi, gadasinjon sakadro sakiTxebi. venCuruli kapitalis firmebi miznad isaxaven, moaxdinon reinvestireba mcire firmisaTvis aqciebis ukan miyidvis, an am aqciebis sajarod gayidvis gziT. isini imedovneben, rom amis miRwevas investiciebis Cadebidan 5-7 wlis ganmavlobaSi SeZleben. SevniSnavT, rom drois aRniSnuli periodis ganmavlobaSi SeiZleba saWiro gaxdes ramodenime etapad damatebiTi 183

dafinansebis ganxorcieleba. saaqcio finansur xelSekrulebaTa umetesoba Seicavs sagarantio debulebebs, romlis mixedviTac venCuruli kapitalis firmas, misi saaqcio wilis miuxedavad, SeuZlia miiRos monawileoba aqciebis gayidvis an kompaniaTa Serwymis procesSi. mcire kompaniis mflobelebma venCuruli dafinansebis procesSi unda gaiTvaliswinos is, Tu ramdenad Seesabameba venCuruli kapitalis firmis interesebi maT mflobelobaSi myof aqciebis wils, radganac venCuruli kapitalis firmasTan partnioroba, faqtiurad, aqciebis sajaro da sxva saxis gayidvis pirobebTan dakavSirebuli xelSekrulebis dadebas gulisxmobs. VI. 5. venCuruli firmebis saxeebi arsebobs sxvadasxva saxis venCuruli kapitalis formebi: tradiciuli amxanagoba _ es kompaniebi fuZndeba mdidari ojaxebis mier, raTa Tavisi fondebis nawili mcire kompaniebSi dasabandeblad gamoiyenon. profesiulad marTuli pulebi iqmnebian sxvadasxva organi-zaciebis fuladi fondebis safuZvelze da moqmedeben, rogorc tra-diciuli amxanagobebi. sainvesticio sabanko firmebi umTavresad moRvaweoben maRali gar-ntiebis pirobebSi, amasTan, isini rig SemTxvevaSi ayalibeben venCuruli kapitalis sainvesticio sindikatebs. sadazRvevo kompaniebi _ inflaciisagan dacvis mizniT, isini sesxis amRebi kompaniisagan misi gacemis winapirobad aqciebis nawils iTxoven. samrewvelo kompaniebi _ mcire kompaniebis dafinansebas ganixilaven, rogorc TavianTi samecniero kvleviTi programebis damatebiT saSualebas. mcire biznesis sainvesticio korporaciebi _ mcire firmebs venCurul kapitalTan erTad menejmentis sferoSi daxmarebasac sTavazoben. zemoT CamoTvlili venCuruli kapitalis firmebis garda, arseboben calkeuli kerZo investorebi da fainderebi (finder - maZiebeli). isini kargad icnoben fulis samyarosa da SeuZliaT, daexmaron mcire kompaniebs aucilebeli safinanso resursebis moZiebaSi. fainderebi umetesad TviTon ar afinanseben mcire bizness, isini arian Suamavlebi, romlebic venCurul kapitalistebs saWiro kontaqtebis damyarebaSi exmarebian. VI. 6. finansuri gegmis mniSvneloba venCuruli kapitalis mopovebisaTvis nebismieri mcire firmisaTvis, gansakuTrebiT damwyebi susti firmisaTvis, Znelia venCuruli kapitalis miReba. mcire biznesis mflobelTaTvis arsebobs erTi faqtori, romelmac SeiZleba, gauzardos maT dafinansebis miRebis Sansebi. es aris kargad organizebuli finansuri gegma. finansuri gegmis arseboba aZlevs venCuruli kapitalis firmebs dadebiTi gadawyvetilebis miRebis safuZvels. gegmis proeqti unda Seicavdes Semdeg monacemebs: fulis biujets, savaraudo finansur dokumentebs, sainvesticio kapitalis analizs da kapitalis wyaroebis Seswavlas. ganvixiloT TiToeuli maTgani: fulis biujeti unda igegmebodes yovelTve wlis ganmavlobaSi. is unda aerTianebdes realizaciis moculobis, fuladi Semosavlebisa da gasavlebis, nedleulis, samuSao Zalisa da zednadebi xarjebis mosalodneli cvlilebis Sesaxeb monacemebs, rac mogvcems saSualebas, gaviTvaliswinoT fuladi 184

saxsrebis cvlileba da amis Sesabamisad davgegmoT moklevadiani sesxebi da investiciebi. savaraudo finansuri uwyisebi unda daigegmos 3 wliT da Seicavdes, rogorc mogeba-zaralis, aseve sabalanso uwyisebs. isini unda momzaddes yovel kvratalSi, raTa gaaerTianon _ mosalodneli Semo-savlebis; sawarmoo marketinguli da administraciuli xarjebis; mogebis; bankebis an sainvesticio kompaniebis kreditebis Sesaxeb monacemebi. savaraudo angariSebi mogvcems imis saSualebas, rom ganWvritoT finansuri operaciebis Sedegebi da davgegmoT saSualo periodis kreditebi da investiciebi. kapitaluri ivnvestirebis analizi da kapitalis wyaroebis Seswavla unda momzaddes 5 wlian periodze. isini SesaZleblobas mo-gvcems, davgegmoT grZelvadiani kreditebi, kapitalis ganlageba da mni-Svnelovani investiciebi. veravin ver mogvcems imis garantiebs, rom finansuri dagegmva aucielblad mogvitans venCurul kapitals, magram mis gareSe SeuZlebelia venCuruli kapitalistebisagan dadebiTi an uaryofiTi pasuxis miReba. kapitalis SeZenis kidev erTi forma aris msxvili korporaciebis dafinansebis mopoveba. iseTi firmebi rogoric aris `ai-bi-em~, `motorola~ `kodaki~ da sxva. awarmoeben pirdapir investiciebs mcire sawarmoebSi [182,p.24]. garda amisa, msxvili kapitalistebi gadascemen sainvesticio fondebis Tanxis nawils, romelsac marTaven venCuruli firmebi. msxvili firmebis interesebi gansxvavdeba venCuruli firmebis interesebisagan. msxvili firmebi axdenen ara marto pirdapir investirebas, aramed isini dainteresebulni arian perspeqtiuli mcire firmebis SeZenasa an axali teqnologiebis SesyidvaSi. rig qveynebSi, maT Soris aSS-Si bolo wlebSi aqtiurad funqcionireben e.w. `firma-inkubatorebi~. nacionaluri inkubatoruli asociaciis monacemebiT, inkubatorSi gamozrdili 10 firmidan 8 aRwevs mniSvnelovan warmatebas [222,p.106]., am firmebis arsi mdgomareobs imaSi, rom ramodenime mcire kompanias gaaCnia saerTo buRalteria, specialistebi marketingis dargSi, SesaZlebelia saerTo mowyobilobis, an avtoparkis arsebobac. Tu swrafad mzardi firma inarCunebs stabilurobas ramodenime wlis ganmavlobaSi, mas uCndeba SesaZlebloba, gazardos Tavisi kapitali aqcionirebis gziT (Ria saaqcio sazogadoebis dafuZnebis gziT), anu mas SeuZlia, gayidos sakuTari aqciebi Ria bazarze. amiT miiRweva ori mizani: 1) kompaniaSi xdeba damatebiTi fuladi saxsrebis mozidva. 2) damfuZneblebs da sxva aqcionerebs eqmnebaT SesaZlebloba, gayidon wina wlebSi iafad nayidi aqciebi Zvirad da miiRon damatebiTi mogeba. am TvalsazrisiT sainteresoa bil geitris gamocdileba. firma `mikrosoftis~ damfuZnebel 1986 wels gayida aqciebi Ria bazarze da amiT SeiZina 58 milioni aSS-is dolari. am tipis operaciebiT geitsi dResac cnobilia, rogorc aSS-is axalgazrda miliarderi. miuxedavad imisa, rom aqciebis gayidviT miRebuli potenciuri mogeba SeiZleba didi iyos, arsebobs siZneleebis albaTobac. yvelaferi aris damokidebuli im moTxovnaze, romelic gaaCnia mosaxleobas am aqciebze. meore problema aqciebis gayidvis SemTxvevaSi, aris dana-kargebi. 10 milioni dolaris mogebis SemTxvevaSi kompania daaxloebiT 800 aTas dolars xarjavs aqciebis beWdvasa da ganTavsebaze, 330 aTas do-lars sxvadasxva tipis emisiasa da aqcionerTa mogebaze. VI. 7. frenSaizingi, rogorc sakuTari saqmis organizaciis forma 185

erT-erTi meTodi _ CavibaroT da vmarToT ukve awyobili biznesi, aris frenSaizingi31. frenSaizingi aris biznesis organizaciuli forma, romelic aZlevs mewarmes ukve cnobili saqonlis gayidvis an momsaxurebis gawevis uflebas. anu es aris licenzia, romelic iZleva ufro msxvili kompaniis savaWro niSnis gamoyenebis SesaZleblobas, an misi saqonlis (momsaxurebis) sxva regionSi gayidvis uflebas. am uflebis gamo, frenSaizis (licenziis) mflobeli, rogorc wesi, wvrili firmis mepatrone, msxvili firmis mepatrones (frenSaizingis) warmomadgenels uxdis erTjerad, xolo Semdgom TveebSi yovelTviur Senatanebs. saqarTveloSi frenSaizingis samarTlebrivi urTierTobani aRwerilia samoqalaqo kodeqsSi, kerZod, saxelSekrulebo samarTalSi32. arsebobs frenSaizingis oTxi ZiriTadi forma: 1) sasaqonlo niSnis gamoyenebis frenSaizingi, rodesac frenSaizis myidveli korporacias uxdis fuls sasaqonlo niSnis gamoyenebisaTvis; 2) mza produqciis gayidvis frenSaizingi, rodesac myidveli yidulobs saqonels korporaciisagan, xolo Semdgom axdens mis realizacias sakuTari fasebiT. magaliTad, am kategoriis saqonliT vaWroben is firmebi, romlebic axdenen avtomobilebis an benzinis gayidvas; 3) saqonlis warmoebis frenSaizingi, rodesac licenzianti dedobili kompaniisagan iRebs misi saqonlis warmoebisa da realizaciis uflebas. amasTan, gamoiyeneba kompaniisagan nayidi nedleuli da masalebi. amis magaliTia, magaliTad qarxana _ `koka-kolas~ warmo-madgenloba saqarTveloSi, romelic axdens gamagrilebeli sasmelebis Camosxmas. koncentratebs am produqciis warmoebisaTvis is iRebs saTao kompaniisagan; 4) saqmianobis saxeobaze frenSaizingi, romlis mixedviT licenzianti yidulobs sakuTari firmis gaxsnis uflebas korporacia-licenziantis saxelwodebis gamoyenebiT, misi saqmianobis profilis SenarCunebiT. amis tipiuri magaliTia `nikalas~ tipis kvebis obieqtebis qseli saqarTveloSi. frenSaizingi warmoiSva XIX saukuneSi, rodesac iseTma kompaniebma, rogoric aris `zingeri~, `interneiSnal xarvesteri~ da sxva, msoflioSi daafuZnes firmebi, romelTac gaaCndaT maTi saqonlis eqskluziuri gayidvis ufleba. XX saukunis dasawyisSi iseTi kompaniebi, rogorebicaa `koka-koka~ `jeneral motorzi~ da sxva, aqtiurad iyenebdnen fre-nSaizings TavianTi saqonlis da momsaxurebis gasayidad. frenSaizingis popularoba ganpirobebulia sami ZiriTadi faqtoriT: licenziis gamyidveli amyarebs Tavisi saqmianobis safuZvels, licenziis myidveli igebs imitom, rom is iyenebs licenziis gamyidvelis ukve cnobil, aprobirebul meTodologias, sazogadoeba igebs imitom, rom is uwyvetad iRebs saqonelsa da momsaxurebas [223,p.61]. rogorc wesi, yvelaze met mogebas Rebuloben licenziis gamcemebi, romelTac SeuZliaT licenziis myidvelTa xarjze, biznesis gafarToveba sakuTari kapitalis am saqmeSi Caubmelad. aSS-is samxreTis universitetis studentebma bil da julia braitsebma 10 aTasi dolari warumatebel maRaziaSi Cades, romelic iogurtebiT vaWrobda. yuradRebiani momsa-xurebis, kargi reklamis, marTvis swori meTodebis Sedegad braitsebma funqcionirebis meoTxe Tves miiRes mogeba. Semdegi 6 wlis ganmavlobaSi maT gaxsnes kidev 7 maRazia, Semdgomi gafarToveba moiTxovda kredits, amitomac am mewarmeebma daiwyes frenSaizingis licenziebis gacema da dRes es kompania moicavs 300 obieqts [182,p.28].. licenziis gacemaiT isini ara marto
31 32

frenSaizingi (ing. franchise) niSnavs SeRavaTs, privilegias. ix. saqarTvelos samoqalaqo kodeqsi. saxelSekrulebo samarTali. Tb., 2005. gv. 141.

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afarToebdnen TavianT bizness sxvisi saxsrebis xarjze, aramed damatebiT Rebulobdnen yovelTviur mogebas licenziis myidvelebisagan. frenSaizingSi Cadebuli kapitali aris xelsayreli licenzi-antisaTvisac, radganac riski SedarebiT mcirea. frenSaizingSi fulis CadebiT cnobili xdeba, rom SeisyidiT ukve funqcionirebad, warmatebulad moqmed sawarmos. garda amisa, sazogadoeba icnobs firmis dasaxelebas da iqmneba reklamis uproblemo warmoebis SesaZlebloba. Znelia axali funTuSis gamogonebiT konkurencia gauwio bazarze ukve arsebul `hamburgers~. frenSaizigis licenziis yidva ara mxolod garantirebuli saqmianobis dawyebis SesaZleblobas iZleva, aramed misi saSualebiT SeiZleba davZlioT damwyebi firmebisaTvis yvelaze mniSvnelovani -fulis deficitis problema. imisTvis, rom darwmundnen, gaaCniaT Tu ara licenziis myidvelebs myari safinanso baza. rogorc wesi, licenziis gamcemebi iyeneben ramdenime meTods: upirveles yovlisa, xdeba licenziis myidvelTa Seswavla da SeirCevian is myidvelebi, romlebsac gaaCniaT misaRebi safinanso baza. kompania ar gascems licenzias Tu licenziis myidvels ar gaaCnia axali firmis gaxsnis danaxarjTa dasafaravad sakmarisi saxsrebi. myidvelis mier pirveli rigis kapitaldabandebani unda warimarTos bazris Seswavlaze, personalis momzadebaze, Senobis ijariT aRebaze, an mSeneblobaze. licenziantebs, ar gaaCniaT am xarjebis dafarvisaTvis piradi sasxrebi, rogorc wesi, isini mimarTaven sesxs, Tundac danaxarjTa nawilis dasafaravad. licenziis gamcemebi iSviaT SemTxvevaSi ewevian safinanso daxmarebas, xSirad is gamoixateba damwyebi mewarmis konsultaciebis gawevaSi, imisaTvis, rom man aiTvisos firmis marTvis axali meTodebi. mTeli rigi msxvili firmebi am mizniT xsnian sakuTar saswavlo centrebs, romlebSic licenziis mimRebi gadis xanmokle (10 dRian) swavlebas. zogjer licenziantebi sTavazoben konsultaciebs reklamis, gadasaxadebis da biznesis sxva problemebis mixedviT. yvela Tavis dadebiT momentebTan erTad, frenSaizings gaaCnia naklovanebanic: upirveles yovlisa, frenSaizingi ar iZleva simdidris garantias. is SeiZleba kidevac aris sakuTari saqmis organizaciis erT-erTi mniSvnelovani sfero, magram arcTu iafia. specialistebis SefasebiT, frenSaizingis Sesyidvis danaxarjebi 10-30% procentiT ufro maRalia vidre sakuTari saqmis dawyeba [118,p.6]. erT-erTi cvladi frenSaizingSi aris is yovelTviuri gadasaxadi anu Senatani, romelic unda Caericxos licenziis gamcems. gadasaxadebis diapazoni meryeobs 1-dan 20%-mde gayidvebis moculobidan. didi gadasaxadi gamarTlebulia, Tu licenzis mimRebi paralelurad Rebulobs yovelRdiur daxmarebasac. frenSaizingis uaryofiTi Tviseba aris isic, rom misi gamcemi aZlevs individualur mewarmes SezRudul damoukideblobas. licenziis mimRebi akontrolebs biznesis yvela wvrilmans, maT Soris mosamsaxureTa uniformas da kedlebis fersac. licenziis amRebi iZulebulia, Seisyidos saqoneli im fasSi, romelsac mas aZlevs firma, romelmac gasca licenzia, rig SemTxvevaSi, frenSaizingi SeiZleba arakanonier safuZvelze agebuli aRmoCndes. ase magaliTad, 1990 wels amerikulma firmam _ `amerikan dekadma~ 375 kacze 3 mln dolaris frenSaizingis licenzia gayida, rogorc Semdgom aRmoCnda, es iyo firmis yalbi dasaTaureba da mis zurgs ukan araferi idga. marTalia, misi mflobeli daiWires da 15 weli miusajes, magram man didi materialuri da moraluri zarali miayena frenSaizingis myidvelebs [197,p.14]. yvelaze kargi SesaZlebloba frenSaizingis xelSekrulebiT kapitalis 187

Cadebisagan dasazRvevad aris im sawarmos detaluri Seswavla, romelTanac unda daidos xelSekruleba. am sawarmoos finansuri Sedegebis gaanalizebiT, darwmundebiT imaSi Tu, ramdenad stabilur mdgomareobaSi imyofeba igi. frenSaizingis xelSekrulebis xelmoweramde aucilebelia, is kvalificirebuli iurists gavacnoT. upriania, gavecnoT mocemuli firmis frenSaizingis mflobelTa azrsac. amasTan, sanam xelmoweriT gaformdeba frenSaizingis xelSe-kruleb,a aucilebelia Semdegi sakiTxebis gaanalizeba: aris Tu ara mkafiod Camoyalibebuli Tqveni, rogorc licenziantis iuridiuli movaleobani, vrceldeba Tu ara isini Tqveni sawarmos wevrebze? vin agebs pasuxs sawarmos adgilmdebareobaze? aris Tu ara daculi kanoniT im frenSaizingis savaWro niSani, romelsac yidulobT? aqvs Tu ara licenziis gamcems ufleba, Se-cvalos savaWro niSani Tanxmobis gareSe? xom ar miucia licenziis gamcems zepiri dapirebebi? aisaxa Tu ara isini xelSekrulebaSi? rogoria Tqveni uflebebi xelSekrulebis ganaxlebis TvalsazrisiT, ra pirobebi unda SeasruloT amisaTvis? gaqvT Tu ara eqskluziuri ufleba am teritoriaze? SeuZlia Tu ara licenziis gamcems frenSaizingis xelSekruleba gasces ko-nkurentebze? rogoria frenSaizingis xelSekrulebis darRvevis pirobebi, ra bedi eweva aqtivebs am SemTxvevaSi? ra pirobebiT SegiZliaT gayidoT Tqveni frenSaizingis wili? xarT Tu ara valdebuli, saqoneli iyidoT mxolod licenziis gamyi-dvelTan, Tu amisaTvis aris sxva damatebiTi pirobebi. ra pirobiT SegiZliaT SearCioT saqonlis mimwodebeli? Seiswavla Tu ara iuristma werilobiTi frenSaizingis xelSekruleba? Seesabameba Tu ara is kanonis moTxovnebs [105,p.21]. frenSaizingis xelSekruleba aris oficialuri kontraqti, romelic formdeba licenziis gamcemsa da licenziis myidvels Soris, mijnavs maT Soris uflebamosilebas imdenad, ramdenadac am xelSe-krulebis proeqts adgens licenziis gamyidveli; is arCevs misTvis sasurvel pirobebs. amitom, ar aris aucilebeli, am pirobebis safuZvlad aReba, isini unda gaxdes am or sameurneo subieqts Soris xangrZlivi molaparakebis sagani.

VI. 8. frenSaizingis SesaZleblobaTa Sefaseba imis miuxedavad, rom frenSaizul sawarmoebs saqmiani urTierTobebis sxva formebTan SedarebiT warmatebis miRwevis ufro didi Sansi gaaCniaT, amis garantireba mainc aravis ar SeuZlia. yvelaze didi Secdoma, rac ki SeiZleba davuSvaT, es aris am biznesSi naCqarevad Cabma, miuxedavad imisa, rom frenSaizingis saTaveSi umetes wilad kargi reputaciis mqone firma dgas, zogjer mainc xdeba gamonaklisi: SeiZleba zogierT frenSaizings uxeiro an finansurad susti firma edgas saTaveSi. rogorc aRiniSna, frenSaizngi aris samarTlebrivi da komerciuli uTrierToba savaWro niSnis, safirmo dasaxelebis an sareklamo niSnis mflobelsa da imaT Soris, vinc cdilobs am niSnis sakuTar biznesSi gamoyenebis uflebis mopovebas. frenSaizingi gansazRvravs or mxares Soris saqmis warmoebis erT-erT meTods. frenSaizingis firmebi I msoflio omidan 188

aris cnobili. samrewvelo dargebi, romlebic frenSaizul sawarmoebs TavianTi saqonlisa Tu momsaxurebis gasavrceleblad iyeneben, warmoebis sxvadasxva aspeqts moicaven. maT ricxvSia avtomobilebis gayidva, uZravi qonebiT vaWroba, `swrafi kvebis~ sawarmoebisa Tu obieqtebis eqspluatacia, sagadasaxado dokumentebis momzadeba da sxva. frenSaizeri, romelic flobs savaWro niSans, yidis niSnis gamoyenebis uflebas frenSaizze. amas ewodeba `produqtis an savaWro saxelis frenSaizingi~. ufro rTul formas warmoadgens `biznesis frenSaizingi~, romlis drosac saqmiani urTierToba grZeldeba or mxares Soris da ufro farTo saxes iRebs. biznesis frenSaizingi uzrunvelyofs adgilmdebareobis SerCevas, produqciis momzadebas, momaragebas, marketingul gegmebsa da dafinansebasac ki. Cveulebriv, frenSaizi vaWrobs im saqonliTa da momsaxurebiT, romliTac mas frenSaizeri amaragebs, anda im saqonliTa da momsaxurebiT, romelic frenSaizeris xarisxis standartebs pasuxobs. frenSaizul meTods gaaCnia rigi aspeqtebisa, romlebic momaval biznesmenebs izidavs. ukve Seqmnili produqciis realizacia da sabazro saqmianobis ukve arCeuli strategiiT moqmedeba, axlad wamowyebuli biznesis riskianobis Semcirebas ganapirobebs. statistikuri monacemebis Tanaxmad, frenSaizul sawarmoebSi ufro naklebi iyo warumateblobis xarisxi, vidre sxva tipis saqmian urTierTobaSi. frenSaizi savaWro niSanTan erTad, frenSaizeris gamocdilebasac yidulobs. miuxedavad amisa, frenSaizingi ar uzrunvelyofs iol warmatebas. yvela ZiriTadi saqmiani gadawyvetilebis miRebisas, aucilebelia alternativaTa gamoklveva, dagegmva da analizi. gamonakliss ar warmoadgens frenSaizingi, romlis Sesaxeb gadawyvetilebis miRebis procesSi aucilebelia, gaeces pasuxi ramdenime SekiTxvas. upirveles yovlisa unda, ganvsazRvroT, iqneba Tu ara biznesi warmatebis momtani im SemTxvevaSi, Tu ar CavTvliT frenSaizeris mier SemoTavazebul xelsayrel pirobebs. aq aucilebelia davadginoT: _ SemoTavazebuli saqoneli an momsaxureba axalia Tu ukve damkvidrebuli? gaqvT Tu ara am produqciiT vaWrobaSi gamocdileba? grZnobT Tu ara Zlier motivacias am saqonlisa Tu momsaxureobis SemosaTavazeblad? akmayofilebs Tu ara SemoTavazebuli produqcia moTxovnas? aris Tu ara igi damkvidrebuli bazarze? rogoria konkurencia? Tu produqcia moiTxovs Semdgom momsaxurebas, vin aiRebs amaze pasuxismgeblobas? frenSaizi? frenSaizeri? Tu arcerTi maSin arsebobs Tu ara momsaxurebis sxva saSualebebi? ra reputacia aqvs produqcias? arseboben Tu ara momwodeblebi? ra reputacia gaaCniaT maT? freSaizingis xelSekrulebis gaformebamde aucilebelia vewvioT sul cota, erT frenSaizers mainc. davakvirdiT mis moRvaweobas, Se-viswavloT frenSaizeris reputacia, stabiluroba da finansuri siZliere. amisaTvis ki unda dazustdes: ramdeni xania, rac frenSaizeri samrewvelo saqmianobaSia CarTuli? ramdeni xania, rac firma frenSaizs gascems? ramdeni frenSaizi gasca man ukve? maTgan ramdenia gacemuli Tqvens regionSi? gamoarkvieT frenSaizeris damokidebuleba Tqven mimarT, zrunavs Tu ara firma Tqveni kvalifikaciis doneze? gaCqareben Tu ara xelSekru-lebaze 189

xelmoweras? dainteresebulia Tu ara firma grZelvadian urTierTobebSi, Tu interesi sawyisi gadasaxadis miRebiT Semoifargleba? ra finansur mdgomareobaSi imyofeba frenSaizeri? vin arian mTavari TanamSromlebi, mflobelebi da menejerebi? rogoria maTi kvalifikaciis done? SeadareT dapirebebi dokumentacias. darwmundiT imaSi, rom warmodgenili saqoneli realuria da, rom ZiriTadi valdebulebebi kontraqtSia Setanili, mzad iyaviT gadaWarbebuli moTxovnebisaTvis da dawoliTi taqtikisaTvis. SeafaseT Semosavlis ganawilebis pirobebi da SeadareT igi sxva SesaZleblobebs. mogitanT Tu ara frenSaizi TqvenTvis sasurvel sargebels? iqneb sxva SesaZleblobebis moZebna sjobdes? rogoria frenSaizeris moRvaweobis istoria? administraciidan vinmes winaaRmdeg yofila Tu ara aRZruli sisxlis samarTlis saqme an yofila Tu ara igi CarTuli raime antisazogadoebriv aqciaSi? arsebobs Tu ara sakmaTo sakiTxebi, romlebic moicaven frenSaizze garkveuli zegavlenis mqone savaWro SezRudvebs? VI. 9. frenSaizuli paketi

rodesac kontraqtis Seswavlas daviwyebT, aucilebelia, gavaanalizoT is aucilebeli informacia da SesaZleblobebi, damoukideblobis is done, romelsac, rogorc franCaizi, SevinarCunebT. ganvsazRvroT xarjebis is raodenoba, rac frenSaizingis Sesasyidad aris saWiro. aq aucilebelia gaanalizdes Semdegi monacemebi: 1. danaxarjebis sidide frenSaizingis sawyis etapze? ras moicavs es xarjebi? aq Sedis: gadasaxadi licenziaze; miwis Sesyidva an ijariT aRebis xarjebi; Senobis ageba an ganaxlebis xarjebi; danadgarebi; sawyisi maragebi; wamaxalisebeli honorarebi; 2. ra grZelvadiani xarjebia dakavSirebuli frenSaizerTan? mogebidan procentuli gadasaxadi frenSaizersiaTvis; gamocdilebis gaziareba; saerTo savaWro-samrewvelo reklama; dazRveva; dafinansebaze procenti. 3. iTxovs Tu ara frenSaizeri Tqvengan misi maragebis Sesyidvas? aris Tu ara maT mier SemoTavazebuli fasebi sxva momwodeblebTan SedarebiT konkurentuariani? 4. arsebobs Tu ara raime SezRudvebi sxva frenSaizeris konkureciasTan dakavSirebiT? 5. ra pirobebia wamoyenebuli frenSaizuli xelSekrulebis gagrZelebasTan dakavSirebiT? zemoT CamoTvlili sakiTxebis gansaxilvelad, aucilebelia, gamoviyenoT eqspertTa daxmareba. kontraqtis zogierTi punqti, SesaZloa, sakamaTo aRmoCndes. es sakiTxebi freSaizingis xelSekrulebis xelismoweramde unda 190

dazustdes. frenSaizuli saqmianobis wamowyeba seriozuli gadawyvetilebaa da aq srulebiTac ar aris warmatebis garantia. Tqveni frenSaizingis licenziis yidvis procesSi drois, energiisa da fulis gonier Serwymas, SesaZloa, sakmaod saintereso da momgebiani saqmiani wamowyeba mohyves. mimoxilviTi SekiTxvebi: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. abandeben Tu ara venCeruli kapitalistebi TavianT kapitals mcire mogebis miRebis mizniT? rogoria venCuruli kapitalis sidide? axladSeqmnil aniWeben upiratesobas venCuruli kapitalistebi Tu moqmed kompaniebs? ras aqceven yuradRebas kapitalis dabandebis procesSi venCuruli kapitalistebi? ras asaxavs dafinansebis Sesaxeb winadadeba? ra unda iqnas warmodgenili mosalodnel problemebSi? ra igulisxmeba finansur SefasebaSi? rogoria venCuruli kapitalis kontrolis meaqnizmi? rogoria venCuruli firmebis saxeebi? ra mniSvneloba gaaCnia finansur dagegmvas? ra igulisxmeba savaraudo finansur uwyisSi? rogoria frenSaizingis organizaciis formebi? rodis warmoiSva frenSaizingi? rogor xdeba frenSaizingis SesaZleblobaTa Sefaseba? TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. dagvixasiaTeT zogadad is niSnebi, romlebic damaxasiaTebelia venCuruli biznesisaTvis? am biznesisaTvis damaxasiaTebelia: a) partniori kompaniis Rirebulebis miTviseba aqciebis 50 an meti procentis Sesyidvis gziT; 2) spekulaciuri operaciebis Catareba aqciebis mixedviT; 3) partnior kompaniasTan erTad mis marTvaSi monawileoba. 2. dagvixasiaTeT dasabandebeli venCuruli kapitalis sidide? venCuruli kapitalisturi firmebi mcire mogebisaTvis Tanxebs ar abandeben. isini varaudoben investirebuli kapitalis 5-7 weliwadSi 3 an 5 _ magad gazrdas, rogorc wesi, afinanseben 250000-dan 1,500000-mde dola-ris Rirebulebis proeqtebs. 3. ras moicavs dafinansebis Sesaxeb winadadeba? winadadeba dafinansebis Sesaxeb, moicavs: miznebs da amocanebs; aucilebeli dafinansebis Tanxas; marketings; firmis istorias; saqonlisa da momsaxurebis aRweras; finansur dokumentebs; mosalodnel problemebs. 4. dagvixasiaTeT, Tu ras moicavs venCuruli firmis mier gamosayofi dafinansebis pirobebi? dafinansebis pirobebi moicavs: finansur dokuments, sadac aisaxeba gamosayofi fulis odenoba; im finansuri meTodis aRweras, romelic gamoiyeneba dafinansebis procesSi da kompaniasa da venCerul kapitalistebs Soris xelSekrulebis dadebas. 5. daasaxeleT venCeruli firmebis saxeebi? venCeruli firmebis saxeebia: tradiciuli amxanagoba; profesiulad marTuli fuli; sabanko-saivnesticio firmebi; sadazRvevo kompaniebi; samrewvelo 191

kompaniebi; mcire biznesis sainvesticio korporaciebi. 6. dagvixasiaTeT frenSeizingis formebi. arsebobs frenSaizingis Semdegi ZiriTadi forma: sasaqonlo niSnis gamoyenebis frenSaizingi, rodesac frenSaizis mflobeli korporacias uxdis fuls sasaqonlo niSnis gamoyenebisaTvis da mcire _ produqciis gayidvis frenSaizingi, rodesac myidveli yidulobs saqonels korporaciisagan da axdens sakuTari fasebiT mis realizacias. 7. ras moicavs frenSaizingis paketis Sefaseba? is moicavs: biznesis sawyis etapze xarjebis dadgenas; konkurentebTan urTierTobis gansazRvras; frenSaizingis xelSekrulebis gagrZelebis SesaZleblobebisa da frenSaizinguli fasebis dadgenas. .

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Tavi VII
194

saerTaSoriso biznesis safuZvlebi

Tanamedrove biznesmens saqme aqvs mTels msofliosTan, unda Cawvdes mis rTul xlarTebs. `gviandeli kapita-lizmis~ axlandel periodSi marto mo-gebaze zrunva SeuZlia mxolod Zalian CamorCenil adamians an iseTs, romelsac ratomRac SenarCunebuli aqvs feodaluri warmodgenaze imaze, Tu rogor wauZRves saqmes. seimi cucumi aucilebelia, rom Semosavlis is nawili, romelic midis sazRvargareT fulisa Tu saqonlis formiT ukan bru-ndebodes qveyanaSi. f. kene

am TavSi Tqven gaecnobiT

1. saerTaSoriso biznesis ganviTarebas, savaWro balanss; sagadasamxdelo balanss; xelisuflebis zomebs saerTa-Soriso biznesis regulirebis dargSi; proteqcionizmis poli-tikis arss; mis dadebiT da uaryofiT Sedegebs.

2. saerTaSoriso organizaciebs; saerTaSoriso xelSe-krulebebs; umaRlesi donis ekonomikur SeTanxmebebs; saerTaSoriso saqmiani urTierTobebis formebs

VII. 1. saerTaSoriso biznesis ganviTareba firmebis umetesobis saboloo mizans warmoadgens warmoebis da momsaxurebis gatana sazRvargareT. amasTan, saerTaSoriso biznesi unda Seesabamebodes qveynebis politikur interesebs. aq did rols TamaSobs am sakiTxebis gaazreba ara marto konkretuli korporaciis, aramed mocemuli qveynebis nacionaluri interesebidan gamomdinare. warsulSi miCneuli iyo, rom 195

mocemuli qveynis erovnuli interesebi yovelTvis Seesabameba korporaciaTa interesebs. cnobilia lozungi _ `rac kargia amerikisaTvis is aris kargi `jeneral motorzisaTvis~, magram Tanamedrove pirobebSi es lozungi moZvelda. sakiTxi gacilebiT ufro rTulad dgas, anu rogori unda iyos erovnuli mizanswrafva saerTaSoriso biznesSi? unda daicvan Tu ara qveyebma adgilobrivi kompaniebi gare konkurentebisagan? cnobili amerikuli kompania _ `jeneral motorzi~ Tavisi mogebis 70%-s qveynis garedan iRebs. ukanasknel wlebSi yvelaze popularuli manqana gaxda `xonda akkordi~, romelic iwarmoeba iaponuri korporaciis mier. ramdenad sasargeblo iqneba aSS-saTvis daicvas `jeneral motorzis~ interesebi konkurent kompania `hondasagan~? ras miscems es qveyanas? rogor imoqmedebs es dasaqmebis problemebze? yvela es sakiTxi SeiZleba ganxiluli iqnas saerTaSoriso biznesis konteqstSi. zogadad serTaSoriso vaWroba arsebobs imitom, rom erTi da igive qveyanas ar SeuZlia, awarmoos yvela misTvis aucilebeli sqoneli da momsaxureba. mocemuli qveynis masStabebSi saqonelis warmoeba damokidebulia im danaxarjebze, romlis gaweva mouxdeba mas momavalSi, radganac resursebi, romelsac qveyana iyenebs produqciis sawarmoeblad SezRudulia, anu am resursebs Cven ver gamoviyenebT sxva produqciis sawarmoeblad. aRniSnulidan gamomdinare, aucilebeli xdeba, uari vTqvaT erTi saxeobis produqciis warmoebaze imisaTvis, raTa vawarmooT sxva produqcia. amdenad, maTi gamoyenebis fasi am SemTxvevaSi ganisazRvreba resursebis gamoyenebis saukeTeso alternativiT, alternatiuli danaxarjebis saxiT. magaliTad, irani axdens daumuSavebeli navTobis eqsportirebas. mas SeeZlo, ewarmoebina xorbali, magram amisaTvis mas ar gaaCnia resursebi (miwa, wyali, klimati). imisaTvis, rom iranma awarmoos xorbali, man mTeli Tavisi resursebi unda gamoiyenos navTobis mopovebis sanacvlod am produqciis Sesaqmnelad. amgvarad, mas gaaCnia alternatiuli danaxarjebidan misTvis yvelaze efeqtiani mimarTulebis SerCevis SesaZlebloba. irCevs ra navTobis warmoebas, is faqtobrivad iyenebs Tavis resursebs yvelaze efeqtianad. kanada awarmoebs, rogorc xorbals, aseve daumuSavebel navTobs. imasTan dakavSirebiT, rom kanadas iranTan SedarebiT gaaCnia navTobis SezRuduli raodenoba, is iZulebulia xorblis warmoebasTan SedarebiT ufro dabali tempebiT moipovos navTobi. amdenad, xorblis warmoebaSi kanadas gaaCnia SefardebiTi upiratesoba, anu mas SeuZlia awarmoos es produqti ufro dabali alternatiuli RirebulebebiT. alternatiul Rirebulebas araferi aqvs saerTo saqonlis RirebulebasTan. is aris dakavSirebuli erTi saxeobis saqonlis warmoebis nacvlad sxva saqolis sawarmoeblad resursebis gamoyenebasTan. amdenad, absoluturi upiratesoba aris SesaZlebloba awarmoos esa Tu is saqoneli, resursebis ufro mcire odenobiT, vidre es daujdeboda sxva ers. SesaZlebelia imis Teoriuli daSveba, rom irans SeiZleba gaaCndes absoluturi upiratesoba xorblis moyvanaSi, magram es ver moaxdenda zegavlenas kanadis absolutur upiratesobaze, radganac calkeulma qveynebma TavianTi absoluturi upiratesoba unda gamoiyenon sxva qveynebisagan damoukideblad. [119, pp.856-857]. calkeuli qveynebi specializdebian imis warmoebaSi, rac maTTvis gansakuTrebiT momgebiania. cvlian im saqonels, romelsac yvelaze efeqtianad awarmoeben. amdenad, specializacia zrdis saqonlis jamur miwodebas da amcirebs maT saerTo fass. amasTan erTad, politikuri mosazrebebiT, qveynebi cdiloben, gonier farglebSi ama Tu im masStabiT SeinarCunon im saqonlis warmoeba, romelic aucilebelia maTi mosaxleobis moTxovnilebebis 196

dasakmayofileblad. ase magaliTad, kana-da xorblis moyvanasTan erTad cdilobs, moipovos sakuTari navTobi, raTa ar iyos mTlianad mijaWvuli ucxour navTobze. aRsaniSnavia, rom erTi saxeobis resursi SeiZleba Caenacvlos meores. meore msoflio omis Semdeg arc erT qveyanas ar mouxdenia amis iseTi mkafio demonstrireba, rogorc es moaxerxa iaponiam. man omis Semdgom daiwyo bunebrivi nedleulis plastikuri masebiT Canacvleba, ramac mas imdenad didi mogeba misca, rom qveyanaSi gaizarda kvalificiuri sainJinro kadrebi, gadidda sainvesticio kapitali, ris gamoc man SeiZina axali SefardebiTi upiratesoba. is dReisaTvis specializdeba manqanaTmSeneblobaze, samrewevlo eleqtronikaze, zusti instrumentebis warmoebaze da sxva. icvleba aSS-is roli saerTasoriso ekonomikaSi. am qveynis roli msoflio ekonomikaSi bevrad ganisazRvra im istoriulma relobam, romelic am qveynis winaSe meore msoflio omis Semdeg warmoiSva. maSin, rodesac iaponia da evropa mTel Tavis resursebs warmarTavda omis Semdeg dangreuli ekonomikis aRdgenaze, aSS am omidan ekonomikuri aRmavlobis maCveneblebiT gamovida. omis dros aSS-s ekonomika ori-entirebuli iyo samxedro saWiroebebze. am miznobrivi orientiris gamonTavisuflebis Semdeg am qveyanam swrafad daiwyo axali ekonomikuri midgomis gansazRvra. evropaSi da iaponiaSi omis Semdgom wlebSi resursebis didi deficiti igrZnoboda. es adgili msoflio bazarze daikaves amerikulma korporaciebma. amdenad, meore msoflio omis Semdeg CrdiloeT amerika saerTaSoriso biznesSi wamyvani moTamaSis adgils ikavebs. omis Semdgom evropaSi amerika ormag rols TamaSobs: is, erTis mxriv, exmareba mokavSireebs ekonomikis aRdgenaSi, xolo meores mxriv astimulirebs sakuTar korporaciebs damatebiTi mogebis miRebaSi. `marSalis gegmis~ mixedviT, im 12 mliardi dolaridan, romelic omis Semdgom gamoeyo evropas da iaponias, Tanxebis didi nawili amerikuli saqonlis Sesyidvas, moxmarda xolo 2,5 miliardi gadaeca iaponias subsidiis da savaWro kreditebis saxiT. [110, p.321]. omis Semdgom periodSi, TavianTi sagareo strategiis pirvel etapze, amerikuli kompaniebis nawili produqcias awarmoebda msoflios qveynebisaTvis, xolo meore etapze satransporto xarjebis Semcirebis aucileblobam, gamoiwvia kompaniebis filialebis ganTavseba msoflios sxvadasxva qveyanaSi. ase warmoiSva pirveli mravalerovnuli korporaciebi. imisaTvis, rom gadavwyvitoT, Tu sad ganvTavsoT biznesi, aucilebelia, gaviTvaliswinoT qveynebis SefardebiTi upiratesobis maCvenebeli. aqedan gamomdinare, biznesi unda ganTavsdes iq, sadac aris iafi muSaxeli, nedleuli da kargad ganviTarebuli satransporto sistema. amdenad, saerTaSoriso biznesis dargSi gadawyvetilebebs safuZvlad udevs is ekonomikuri mosazrebani, romlebic SeiZleba ar emTxveodes qveynis politikur interesebs. qveynis sagareo vaWrobis sistemaSi didi mniSvneloba aqvs savaWro balansis maCvenebels. savaWro balansi es aris qveynis mier importirebuli saqonlisa da momsaxurebis Rirebulebis Tanafardoba, eqsportirebuli saqonlisa da momsaxurebis RirebulebasTan. im SemTxvevaSi, Tu eqspertis moculoba aRemateba importis moculobas, savaWro balansis saldo aris dadebiTi anu mocemuli qveyana sxva qveynebisagan yidulobs ufro met sqonels, vidre isini misgan. maSin, rodesac importi aRemateba eqsports, savaWro balansis saldo aris uaryofiTi anu fuladi nakadebi midis ukumimarTulebiT. savaWro balansSi deficiti ar niSnavs, rom kompaniebi kargaven konkurentunarianobas. ase magaliTad, aSS-is kompaniebis filialebi sazRvargareT yovelwliurad awarmoeben 700 miliardi dolaris saqonels, romelic 197

ar gaiTvaliswineba aSS-is eqspertis maCveneblebSi. amdenad, am maCveneblebis gaTvaliswineba mniSvnelovnad gazrdida savaWro balansis dadebiT saldos. meore da aranakleb mniSvnelovani faqtori aris is, rom importis mniSvnelovani zrda ganpirobebulia sazRvargareT ganlagebuli im amerikuli kompaniebis saqmianobiT, romlebic yovelTviurad am qveyanaSi agzavnian makompleqtebel nawilebs. aseTebia: `ATT~ _ taivanSi, `jeneral eleqtriki~ _ singapurSi da sxva. amdenad, kompaniebis mier amerikaSi gagzavnili makompleqtebeli nakeTobani miekuTvneba importis maCveneblebs. import-eqsportis maCveneblebis aseTi arseboba gansazRvravs savaWro balansis maCveneblebis dabali sizustis xarisxs. SedarebiT zusti maCvenebeli aris sagadamxdelo balansi, romelsac agreTve uwodeben balanss mimdinare operaciebze. es aris saerTaSoriso vaWrobis ganmazogadebeli maCvenebeli, romelic axasiaTebs erTi wlis ganmavlobaSi qveyanaSi fulis saerTo nakadis Semodinebas misi gadinebis gamoricxviT. sagadamxdelo balansSi Sedis savaWro balansi, da agreTve is saxsrebi, romlebic miewodeba meore saxelmwifos daxmarebis saxiT da ZiriTad kapitalSi - pirdapiri investiciebi. ase magaliTad, rodesac kompania yidulobs sazRvargareTis firmas es gaiTvaliswineba sagadamxdelo balansSi, magram ar gaiTvaliswineba savaWro balansSi, analogiurad amisa, rodesac ucxoelebi yiduloben adgilobrivi kompaniebis, aqciebs, obligaciebs, an uZraobas, es garigebebi aisaxeba sagadamxdelo balansSi. aRsaniSnavia, rom ukanasknel wlebSi saqarTvelos ekonomikaSi sul ufro gaaqtiurda ucxouri investiciebis roli. es iwvevs mosaxleobis mxridan ormxriv midgomas. mosaxleobis erTi nawili miiCnevs, rom es procesi dakavSirebulia qveynis ekonomikuri damoukideblobis fuZemdebluri principebis ngrevasTan. meore nawils miaCnia, rom investiciebis Semodineba aris motivirebuli qarTuli bazris SesaZleblobebiT. WeSmariteba mdgomareobs imaSi, rom es investiciebi xels uwyobs qveynis ekonomikur zrdas. Tanamedrove msoflioSi dRes ukve Tamamad SeiZleba iTqvas, rom moxda integraciis da globalizaciis Teoriebis gadafaseba, sul ufro dominirebs saxelmwifoebrivi integraciis koncefciebi. bunebrivia isic, rom saqarTvelo miiswrafvis msoflio integraciuli procesebisaken. miuxedavad saerTaSoriso savaWro urTierTobebis gafarToebisa, saqarTvelosaTvis kvlavindeburad mniSvnelovania saeqsporto warmoebis zrda. es naTlad Cans savaWro balansis deficitSi, romelmac 2006 wels 2,5 miliardi Seadgina, uaryofiTia eqsportimportis saldo warmodgenili # 13 cxrilSi. saqarTvelos eqsport-importis balansi 2000-2006 wlebSi.33 cxrili #13 wlebi 2000 2001 2002 2003 eqsporti (aTasi dolari) 322821 317636 345933 461406 importi (aTasi dolari) 709402 753228 795635 1141165

saqarTvelos ekonomikis saministrosTan arsebuli statistikis saxelmwifo departamentis masalebi, Tb. 2007
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gardamaval periodSi qveynis moTxovnilebis dakmayofileba savaluto nakadebSi SeiZleba mxolod investiciuri aqtivobis stimulirebiT. marto 20072008 wlebSi saqarTvelos xelisufleba ucxoel partniorebTan erTad gegmavs Semdegi msxvili proeqtebis realizacias. esenia: kuveitis proeqtiT avtobanis mSenebloba _ 60 milioni dolari; yazgazis jgufis mier reaqtoris modernizeba, likanis rekonstruqcia _ 70 milioni dolari; mileniumis proeqtiT gazsadenis rekonstruqcia _ 150 milioni dolari; urekSi patara iurmalas mSenebloba _ 100 milioni dolari; yazaxi investorebis 200 milioniani investicia aWaris sastumro infrastruqturaSi. WiaTur-zestafonis manganumis rekonstruqciia _ 100 milioni dolari. sabanko investivciebi: bank `respublikas ~ hipoTekuri krediti _ 30 milioni, `beta bankis~ _ 50 milioni; `ti-bi-si~ bankis axali xazi _ 30 milioni `tao~ bankSi agrikoles krediti _ 20 milioni da sxva. amdenad, saqarTvelos xelisuflebis mier ganxorcielebuli ekonomikuri aqtivobisadmi es midgoma iZleva imis SesaZleblobas, rom investiciebis mozidviT mniSvnelovnad SevavsoT savaluto rezervebi; iafi importis SenarCunebiT, adgilobrivi warmoebisaTvis gardamaval 4-5 weliwadSi ganvaxorcieloT msxvili investiciebi, raTa Semdgom periodSi warmoeba iqces mZlavr saeqsporto potencialis mqone dargad. VII. 2. xelisuflebis roli saerTaSoriso biznesis regulirebis dargSi. saerTaSoriso ekonomikuri urTierTobaTa msvleloba damokidebulia mTavrobis im gadawyvetilebebze, romlebic dakavSi-rebulia saerTaSoriso vaWrobasTan, ucxour kapitaldabandebebTan da valutis kursTan. am dargSi xelisuflebis ZiriTadi funqcia iseTi saxelmwifo ekonomikuri politikis SemuSavebaa, romelic gaawonasworebs kompaniebis, muSakebis da momxmareblebis interesebs. yvela monawile subieqts saerTaSoriso vaWrobaSi gansxvavebuli mizani gaaCnia. amis gamo, xelisufleba valdebulia, ganaxorcielos kontroli sakuTar resu-rsebze, win aRudges garedan savaWro eqspansias da daicvas adgilobrivi mewarmeebis interesebi, rac miiRweva proteqcionizmis politikiT. proteqcionizmi34 _ es aris saxe-lmwifos politika, romelic orienti-rebulia adgilobrivi kompaniebis dacvaze. eqspertebis SefasebiT, msoflio vaWrobis naxevarze meti eqvemdebareba adgilobrivi bazrebis dacvaze orientirebul sxvadasxva tipis SezRudvebs. saxelmwifos mier gatarebuli proteqcionizmis ZiriTad saxeebs miekuTvneba: tarifebi, kvotebi, subsidiebi, produqciis SemzRudveli standartizacia da damsjeli RonisZiebani. tarifebi _ es aris gadasaxadebi, romlebic vrceldeba importirebul saqonelze. axlo warsulSi es gadasaxadebi qveynis mier gmoiyeneboda, rogorc saxelmwifo Semosavlebis Sevsebis wyaro. dReisaTvis tarifebis umetesi nawili proteqcionistuli xasiaTisaa. isini zrdian fasebs importirebul saqonelze da amiT astimulireben adgilobriv warmoebas.
proteqcionizmi (laT. protectio) mfarveloba, xelSewyoba. warmoiSva 16-17 saukuneebSi evropaSi. misi Teoriuli safuZveli Seqmnes merkantelistebma TavianTi swavlebiT, romlebic saxelmwifos keTildRepbas sagareo vaWrobis dadebiT balanss ujkavSirebdnen.
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didi depresiis wlebSi mravali qveyana cdilobda, SeenarCunebina samuSao adgilebis raodenoba qveynis SigniT, ufro maRali tarifebis SemoRebis gziT, magram aseTi tarifebi zRudavda saerTaSoriso vaWrobas, ramac gamoiwvia msoflios ekonomikis dacema. imisaTvis, rom es probleba daZleuliyo, da ar gaCeniliyo misi ganmeorebis SesaZlebloba, meore msoflio omis Semdgom wlebSi, rigma qveynebma safuZveli Cauyares gadasaxadebis Semcirebis moZraobas. msoflioSi am gada-wyvetilebas xeli moawera 11 qveyanam. es xelSekruleba istoriaSi Sevida `vaWrobisa da tarifebis dargSi generaluri xelSekrulebis~ saxiT. tarifebTan erTad, importis Semcirebis mizniT, mravali qveyana irCevs sxva taqtikas. erT-erT yvelaze gavrcelebuli meTodia kvotebis daweseba. kvotebi zRudaven qveyanaSi inportirebuli produqciis moculobas. kvotebi SeiZleba dawesdes mxolod ormxrivi molaparakebis Sedegad. ase magaliTad, aseTi molaparakebis Sedegad iaponia iZulebuli gaxda, xelovnurad Seemcirebina avtomobilebis kvotebis moculoba aSS-is bazarze. kvotirebis ukiduresi forma aris embargo. calkeuli saxeobis produqtebiT, an mTlianad qveyanasTan vaWrobis akrZalva. ase magaliTad, erayis kuveitSi SeWris Sedegad gaeros uSiSroebis sabWos gada-wyvetilebiT, aikrZala erayis navTobis eqsporti gaeros wevr qve-ynebSi. miuxedavad imisa, rom embargos safuZvlad udevs politikuri motivebi, isini aseve gamoiyeneba qveynis Sina bazris dacvis mizniT. ase maga-liTad, imisaTvis, rom daicvas Tavisi rZis produqtebi, kanada krZalavs odeo margarinis imports. aSS krZalavs im saTamaSoebis imports, ro-mlebic Seicaven tyviis Semcvel saRebavebs, rasac motivad udevs mosaxleobis janmrTelobis dacvaze zrunva. msoflios qveynebi adgilobrivi mewarmeebis stimulirebisaTvis iyeneben subsidiebs, rac aZlevs maT imis SesaZleblobas, rom adgi-lobrivma mewarmeebma awarmoon produqcia ufro dabali Rirebu-lebiT, vidre maTma ucxoelma konkurentebma. subsidiebi gaicema mzard dargebze im dromde, sanam adgilobriv kompaniebs ar eqnebaT konkurentunariani produqciis gamoSvebis SesaZlebloba. ase magaliTad, erToblivi sawarmo `iuropien eirbasi~, romelic awarmoebs TviTmfrinavebs, mxardaWerilia germaniis safra-ngeTis, inglisis, espaneTis mTavrobebis mier. msoflioSi yvelaze didi raodenobiT subsidiebs gamoyofen soflis meurneobisaTvis. ganviTa-rebuli qveynebi yovelwliurad axdenen sakuTari fermerebis 240 milion dolaramde subsidirebas. evropulma Tanamegobrobam marto 1990 wels am qveynebis fermerebis mxardaWerisaTvis daxarja 80 mln. dolari. momxmareblebi aSS-Si Saqarze msoflios fasTan SedarebiT ixdian orjer met Tanxas, xolo iaponelebi yiduloben qveynebSi warmoebul brinjs msoflio fasze 7-8-jer ufro Zvirad. [237, p.14]. importis SezRudvis kidev erTi gza aris im, standartebis SemoReba, romlebic adgilobriv mewarmeebs ufro xelsayrel pirobebSi ayeneben. msoflios qveynebi awarmoeben licenziebs ucxoelebisadmi miyidvas saqmianobis mTel rig sferoebSi.msoflios importis 90 procentisaTvis es RonisZieba aris mniSvnelovani zRude [238,p.21]. sxva qveynebi moiTxoven saimporti saqonlis specialur testirebas. ase magaliTad, iaponiam daadgina sazRvargareTidan Semotanili brinjis sakuTari standarti, am standartma mTlianad gamoaZeva brinjis eqsportiorebi adgilobrivi bazrebidan. miuxedavad imisa, rom msoflioSi viTardeba Tavisufali vaWroba da qveynebi cdiloben am TvalsazrisiT erTmaneTs ar Seuqmnan barierebi, rig SemTxvevaSi, saxelmwifoebi iZulebuli xdebian, daaweson SezRudvebi im qveynebisaTvis, romlebic saerTaSoriso vaWrobaSi ukanono meTodebs mimarTaven. ase magaliTad, 1988 wels aSS-Si miRebuli `vaWrobis Sesaxeb~ 200

kanonis 301 muxlSi naTqvamia, rom prezidenti valdebulia, miiRos damsjeli zomebi im ucxoeli mwarmoeblebis mimarT, romlebic iyeneben amerikis bazarze SeRwevis saeWvo meTodebs. qveynebi cdiloben, SezRudon TavianT bazarze im saxelmwifoebis SeRweva, romlebic amas cdiloben adgilobriv bazarze fasebis xelovnuri dawevis anu dempinguri fasebis dawesebis gziT. dempingi es aris sazRvargareT gasayid saqonelze ufro dabali fasebis daweseba, vidre am qveyanaSia. am mavne movlenis aRmofxvris mizniT, saxelmwifoebi iyeneben antidempingur gadasaxads, ris gamoc importirebuli saqonlis fasi izrdeba. aseT politikas gaaCnia ormagi buneba _ erTis mxriv is icavs adgilobriv bazars, xolo meores mxriv _ zrdis produqciaze fasebs. miuxedavad imisa, rom iaponia iyenebs yvelaze met SezRudvas msoflioSi, am qveynis ekonomika dinamiurad viTardeba. mravali ganviTarebadi qveyana, Tavisi aRorZinebadi ekonomikis daCqarebis mizniT, dReisaTvis xsnis sakuTar bazrebs, radganac savaWro barierebi zRudaven ekonomikur ganviTarebas.. dsT-s sivrcis qveynebi dRes uars amboben sabWoTa politikaze, romelic maT uqmnida xelovnur bariers. sxva danarCen samyarosTan kavSirSi. aRsaniSnavia, rom proteqcionizmis winaaRmdeg seriozuli argumentebi ar arsebobs. gamokvlevebi cxadyofs, rom xangrZliv perspeqtivaze orientirebuli proteqcionizmi zRudavs saerTaSoriso vaWrobaSi monawile yvela mxaris interess. TanamedroveobaSi proteqcionizmis winaaRmdeg arsebobs ramdenime argumenti: 1. proteqcionizmis ZiriTadi tvirTi modis momxmareblebze. rogorc aRiniSna, sasoflo-sameurneo subsidireba am dargis produqciaze zrdis fass. mecnierTa gaangariSebiT, savaWro barierebis arsebobis gamo, momxmareblebi mxolod aSS-Si weliwadSi damatebiT 80 mlard dolarze mets ixdian. [198,pp. 88-89]. 2. is mewarmeebi, romlebic dakavebuli arian importirebuli saqonlis gayidviT, proteqcionizmis politikis gamo, rTul mdgomareobaSi imyofebian, radgan cvlilebebi am politikaSi iwvevs gauTvaliswinebel zarals. 3. proteqcionizmi seriozul zarals ayenebs warmoebis sferoSi dasaqmebul im kompaniebs, romelTa biznesis calkeuli saxe aris damokidebuli importirebul makompleqtebel nakeTobebze da mowyobilobebze. ase magaliTad, `jeneral motorzi~ da `jeneral eleqtriki~ sakuTari ucxouri qarxnebidan axdens 80 miliard dolaris makompleqtebeli nakeTobebis da detalebis importirebas, amitomac am kompaniebisaTvis wamgebiania tarifebisa da kvotirebis Semotana. arsebobs proteqcionizmis daZlevis sxvadasxva xelovnuri gza. ase magaliTad, rodesac aSS-m akrZala sufTa Salis Semozidva CineTidan, am qveynis mewarmeebma es barieri gadalaxes imiT, rom maT daiwyes Salnarevi tiloebis warmoeba da realizacia aSS-s bazarze. VII. 3. saerTaSoriso organizaciebi imisaTvis, rom aviciloT savaWro diskriminacia da am dargSi omebi, uzrunvelvyoT saerTaSoriso operaciebis keTilsindisier da patiosan safuZvelze ageba, msoflios qveynebis mier Seqmnilia saerTaSoriso organizaciebi, romlebic aregulireben saerTaSoriso vaWrobas. msoflios qveynebis didi nawili icavs Tavisufali vaWrobis principebs. Tavisufali vaWroba es aris saerTaSoriso vaWrobis iseTi saxeoba, rodesac calkeul qveynebs Soris ar arsebobs am sferoSi SezRudvebi. imisaTvis, rom qveynebma Tavisuflad ivaWron msoflioSi, Seqmnilia organizaciebi, romlebic aregulireben am process. niSandoblivia am 201

TvalsazrisiT miRebuli SeTanxmebebis roli. aseTia tarifebisa da vaWrobis generaluri SeTanxmeba (tvgS) es aris saerTaSoriso aqti, romelsac meore msoflio omis Semdeg xeli moawera 11 qveyanam. tvgS-s Stabbina mdebareobs JenevaSi da misi aparati Sedgeba 300 kacisagan. msoflios calkeuli qveynebis delegatebi koordinirebulad wyveten tvgS-s farglebSi savaWro SeTanxmebisa Tu saerTaSoriso vaWrobis sakiTxebs. tvgS-s ZiriTadi principia _ brZola savaWro diskriminaciis. yvela savaWro upiratesoba, romelic SeiZleba gavrceldes SeTanxmebaSi monawile qveyanaze, aucilebelia aseve Seexos sxva qveynebsac. am organizaciam dafuZnebisTanave sabaJo tarifebi 40 dan 5 procentamde Seamcira. tvgS-s farglebSi gamarTuli Sexvedrebis merve raundze moixsna sxva mniSvnelovani SezRudvebic. mniSvnelovania is, rom SeRavaTebi Seexo sasoflo-sameurneo subsidiebs, momsaxurebis eqsports, ganisazRvra teqnologiuri mekobreobis SezRudvis politika da sxva. regionalur WrilSi qveynebi qmnian regionul savaWro blokebs. es blokebi maTi individualobis miuxedavad, saerTo niSnebiT xasiaTdebian: isini blokis wevrebisaTvis auqmeben specifikur gadasaxadebs, im qveynebisaTvis, romlebic ar Sedian blokSi aweseben sagadasaxado SezRudvebs da sxva. evropaSi erT-erTi uZvelesi bloki aris evropis ekonomikuri Tanamegobroba (eeT), romelic aerTianebs dasavleT evropis 12 qveyanas. es organizacia daarsda 1957 wels. eeT warmoadgens Tavisufali partniorebis gaerTianebas, romelSic Sedis: belgia, didi britaneTi, dania, safrangeTi, germania, saberZneTi, irlandia, italia, luqsenburgi, niderlandebi, portugalia da espaneTi. es qveynebi cdiloben, miaRwion erTmaneTis SemzRudavi barierebis moxsnas saerTaSoriso vaWrobis gzaze. am SezRudvebis moxsniT eeT-is qveynebSi yalibdeba erTiani bazari, rasac xels uwyobs erTiani valutis evros SemoReba. eqspertTa azriT, perspeqtivaSi es gaerTianeba saerTaSoriso ekonomikaSi aSS-sTan da iaponiasTan erTad erT-erTi wamyvani Zala gaxdeba. eeT-is roli mniSvnelovnad gaizarda bolo wlebSi, rodesac mas SeuerTda avstria, islandia, lixtenStaini, norvegia, Svecia da Sveicaria, romlebic Sediodnen Tavisufali vaWrobis evropul asociaciaSi. savaWro blokebs Soris dadebul xelSekrulebebSi aris warmodgenili cda erTiani evropuli bazris moTxovnaTa Sesabamisad SesabamisobaSi moiyvanon eeT-s da Tvea-s gegemebi. miuxedavad imisa, rom orive bloki funqcionirebs damoukideblad, maT Soris dadebuli urTierTTanamSromlobis mravali dokumenti maT avaldebulebs saerTaSoriso vaWrobaSi saerTo principebis dacvas. [111,p.12]. im SemTxvevaSi, Tu savaWro barierebi evropis sabWos qveynebs Soris moixsneba, isini gamkacrdeba aSS-s da iaponiis mimarT. amis gamo iaponuri da amerikuli kompaniebi cdiloben, daimkvidron TavianTi adgili evropis bazarze manam, sanam warmoiqmneba es sirTuleebi. gasul saukunis oTxmocdaaTian wlebSi Camoyalibda kidev erTi savaWro bloki amerikis kontinentze. aSS-m da kanadam 1999 wlidan moxsna am or qveyanas Soris yvela kvota da tarifi, am mimarTulebiT mimdinareobs molaparakeba meqsikasTan. amdenad, gaaCnda Crdilo amerikuli savaWro gaerTianebis Seqmnis perspeqtiva. aziaSi, sadac SeimCneva regionuli ekonomikis ganviTarebis maRali tempi, iaponia aZlierebs Tavis kavSirs honkongTan, koreasTan, tailandTan, singapurTan. ekonomistTa nawili miiCnevs, rom regionuli savaWro blokebis warmoqmna msoflios sam nawilad gayofamde migviyvans _ aSS-s, evropis kavSiris da iaponiis irgvliv. maT miaCniaT, rom amiT SeizRudeba msoflio vaWroba, gansakuTrebiT gaRaribdeba is qveynebi, romlebic ar iqnebian am blokebSi gaerTianebuli. 202

VII. 4. saerTaSoriso savaluto fondi da msoflio bankis roli biznesis ganviTarebaSi mTeli rigi qveynebis siRaribeSi msoflios erT-erTi ZiriTadi problemaa. msoflio ekonomikaSi am qveynebis daxmarebis mizniT arsebobs iseTi organizaciebi, rogoricaa saerTaSoriso savaluto fondi da msoflio banki. saerTaSoriso savaluto fondi dafuZnda 1954 wels, SemdgomSi is Camoyalibda, rogorc gaeros specialuri organizacia, romelic exmareba im qveynebs, romelTac gaaCniaT sagadasaxado balansTan dakavSirebuli problemebi. msoflio bankis oficialuri dasaxeleba aris rekonstruqciis da ganviTarebis banki. (is Seiqmna omis Semdgomi ekonomikis dafinansebisaTvis). es organizacia konkretuli saerTaSoriso mniSvnelobis proeqtebis dasafinanseblad iZleva kre-ditebs dabali procentebiT. saerTaSoriso savaluto fondis da msoflio bankis saxsrebis formireba xdeba gaerTianebuli erebis organizaciis 135 qveynis sawevroebis xarjze. am Senatanebis yvelaze didi wili modis dasavleT evropaze, aSS-ze da iaponiaze. garda am organizaciebisa, arsebobs is regionaluri bankebi, romlebic emsaxurebian mocemuli regionis ganviTarebas. aseTebia: ganviTarebisa da rekonstruqciis evropuli banki, romelic warmarTavs sesxebs dasavleTidan aRmosavleT evropaSi, milanSi arsebuli ganviTarebis aziuri banki, romlis saxsrebis formireba xdeba iaponiis xarjze, ganviTarebis amerikaTSorisi banki, romelsac upiratesad afinansebs aSS da es saxsrebi xmardeba amerikis kontinentze arsebuli susti saxelmwifoebis ganviTarebas. formalur organizaciebTan molaparakebaSi monawileobis garda sxvadasxva qveynebi TavianT ZiriTad savaWro partniorebTan atareben ekonomikuri xasiaTis Sexvedrebs. am tipis SexvedrebSi, rogorc wesi, monawileoben finansTa ministrebi. maTSi aisaxeba savaluto kursebis, savaWro urTierTobaTa dabalansebulobis da sxva msoflio mniSvnelobis sakiTxebi. am tipis Sexvedrebze mimdinareobs didi xuTeulis (aSS, didi britaneTi, safrangeTi, germania, iaponia) Svideulis, (xuTeuls mimatebuli kanada da italia) an aTeulis qveynebis jgufis (Svideuls mimatebuli belgia, niderlandebi, Svecia, Sveicaria). farglebSi konsultaciebi saerTaSoriso vaWrobis sakiTxebze. imdenad, ramdenadac yvela qveyanas gaaCnia sakuTari savaluto erTeuli, saerTaSoriso vaWrobis procesSi mimdinareobs am valutebis gacvla. maSin, rodesac erTi qveynis kompania yidis saqonels meore qveyanaSi aucilebeli xdeba valutebis gacvla. ase magaliTad, imisaTvis, rom iaponurma kompaniam Seisyidos aSS-s xorbali, aucilebelia iaponuri ienis gacvla dolarze. is proporciebi, romeliTac ieni, funti an franki icvleba dolarze, markaze an larze qmnian savaluto (gacvliT) kurss. saerTaSoriso vaWrobaSi moqmedebs mcuravi savaluto kursebi. mcurav savaluto sistemaSi ZiriTadi mamoZravebel Zalas warmoadgens moTxovnamiwodebis kanoni. imdenad, ramdenadac moTxovna-miwodeba aris mudmivad cvalebadi sidide, icvleba valutis kursebic. valutis kursebs Soris Tanafardoba aris gansazRvruli. mocemuli qveynis ekonomikuri mdgomareobiT vTqvaT, Tu espaneTis ekonomikaSi aris Zlieri inflaciuri procesebi, izrdeba umuSevrobis done, espanuri valutis done ecema stabiluri ekonomikis mqone qveynebTan SedarebiT. rodesac aSS-s dolari aris Zlieri, anu misi Rirebuleba aris SefardebiT maRali, saWiroa ufro meti ucxouri valuta dolaris Sesasyidad. amis Sedegad amerikuli eqsportis done mcirdeba, xolo importis done izrdeba, susti dolari astimulirebs 203

eqsports da amcirebs imports. igive rols TamaSobs eqsport-importis stimulirebis TvalsazrisiT qarTuli lari an sxva nebismieri saxeobis valuta. imisaTvis, rom ganvsazRvroT, Tu ra rols TamaSobs biznesis aqtivobaSi valutis kursi da rogor zemoqmedebs is savaWro balansze, ganvixiloT Semdegi magaliTi: 1980-1985 wlebSi dolaris Rirebuleba mkveTrad amaRlda. aSS-s savaWro partniorebisaTvis es gaxda eqsportis safuZveli. aSS-m daiwyo sainvesticio kapitalis amoReba im qveynebidan, romlebic cdilobdnen amerikuli dolaris SeZenas maRali saprocento ganakveTiT. dolaris maRali ganakveTis gamo, amerikul kompaniebs warmoeqmnaT siZnelebi TavianTi saqonlis gayidvis procesSi, ris gamoc Seiqmna sagadasaxado balansis deficiti. mTavroba iZulebuli gaxda, SeeCerebina dolaris gamyarebis procesi. valutis gacvliTi kursi ecema, rodesac izrdeba misi mowodeba da mcirdeba moTxovna. amis gamo, mTavrobam gazarda dolaris miwodeba. dolaris kursma daiwyo dacema da savaWro balansi mniSvnelovnad daregulirda. VII. 5. saerTaSoriso urTierTobebis biznesze moqmedebis sfero saerTaSoriso biznesi moicavs qveyanebs Soris nebismieri tipis sameurneo operacias. aseTi saqmiani urTierTobani SeiZleba warmoebdes, rogorc kerZo pirebis, aseve saxelmwifo organizaciebis doneze. kerZo kompaniebis saqmianoba saerTaSoriso biznesis sferoSi SeiZleba ganxorcieldes mxolod mogebis miRebis mizniT, xolo firmebis saqmianoba, romlebsac saerTaSoriso biznesSi gamoeyofaT subsidiebi ar aris mogebaze orientirebuli. Tavisi saerTaSoriso miznebis misaRwevad kompaniam unda daadginos saerTaSoriso savaWro operaciebis warmoebis is formebi, romlebic gansxvavdebian qveynis SigniT vaWrobisagan. saerTaSoriso formebis SerCevaze zegavlenas axdens ara marto winaswar dagegmili mizani, aramed is garemo, romelSic kompanias uxdeba funqcionireba. kompania, romelic awarmoebs Tavis saqmianobas saerTaSrosio doneze TiTqmis ar zemoqmedebs im saqmian garemoze, romelSic mas uxdeba funqcionireba. yvela es urTierTkavSiri aisaxeba Semdeg naxatze (ix. nax #9). saerTaSoriso bizness gaaCnia Tavisi motivacia. arsebobs am motivaciis sami ZiriTadi aspeqti. esenia: gasaRebis gafarToeba, resu-rsebis SeZena da momaragebisa da gasaRebis wyaroebis diversi-fikacia. gasaRebis gafarToeba _ bazari aris SezRuduli im pirebiT, romlebic dainteresebulni arian firmis produqciiTa da momsaxurebiT. amasTan, mosaxleobis msyidvelobiTi unari izrdeba, Tu mas ganvixilavT ara adgilobriv, aramed saerTaSoriso masStabebSi. saerTaSoriso gasaReba aris firmebis saerTaSoriso biznesSi funqcionirebis ZiriTadi motivi. mraval msxvil firmas Tavisi Semosavlebis naxevarze meti Semosdis sazRvargareT produqciis gasaRebidan. aseTia magaliTad, germanuli firma ,,BASF~, Sveduri kompania `eleqtroluqsi~, amerikuli ,,ABM~, franguli `miSelin~, Sveicaruli `nestle~, holandiuri `filipsi~, iaponuri `soni~. saqmiani operaciebi
miznebi: gasaRebis gafarToeba resursebis SeZena diversifikacia

moqmedi faqtorebi
saerTo sagareo faqtorebi: geografiuli istoriuli politikuri samarTlebrivi ekonomikuri kulturuli

204

miznis miRwevis saSualebebi

operaciuli

funqcionaluri

miznebi: importi eqsporti transportireba frenSaizingi mmarTvelobiTi kontraqti pirdapiri investiciebi profesiuli investiciebi

warmoeba marketingi sabuRaltro aRricxva finansebi sakadro saqmianoba

konkurenciuli sagareo faqtorebi: warmoebis optimaluri zrda momxmarebelTa raodenoba Sesyidvebis odenoba momxmarebelTa erTgvarovneba konkurenciis raodenoba produqciis transportirebis danaxarjebi konkurentebis unikaluri SesaZleblobani

nax. #9 faqtorebi

saerTaSoriso biznesi: saqmiani operaciebi da maTze mo-qmedi

resursebis SeZena _ mwarmoebeli firmebi da distributorebi, rogorc wesi, sxvadasxva qveynebSi eZeben maTTvis aucilebel nakeTobebs da momsaxurebas, naxevarfabrikatebs, makompleqtebel nakeTobebs, agreTve mza produqcias. rogorc wesi, aseTi savaWro operaciebis mizani danaxarjebis Semcirebaa. ase magaliTad, kompania `lukasfilmi~ Tavis kinoebs iRebs inglisis kinostudiaze, xolo am filmis scenaris mixedviT warmoebul saTamaSoebs misi filiali `keneri~ awarmoebs makao-Si. diversifikacia _ kompaniebi, rogorc wesi cdiloben, ar dauSvan didi sxvaoba mis gasaRebasa da mogebas Soris da am mizniT sazRvargareT eZeben maTi produqciis gasaRebas Sesaferis bazrebs. am mizniT, mravali kompania orientacias iRebs msoflios qveynebis ekonomikis ciklurobaze, ris gamoc erTi qveynis dacemis periodi, ar emTxveva meore qveynis aRmavlobis periods. amitom kompaniebi, romlebic erTi da igive saqonliT an momsaxurebiT vaWroben, axdenen mis gadanawilebas msoflios qveynebis ekonomikuri ciklis stadiebis mixedviT, rac unarCunebs am kompaniebs ganviTarebisa da stabiluri mogebis miRebis SesaZleblobas. VII. 6. saerTaSoriso saqmiani urTierTobebis formebi Tanamedrove kompaniebSi SeiZleba arsebobdes saerTaSoriso saqmiani urTierTobis Semdegi formebi: importi da eqsporti, licenzireba, frenSaizingi, erToblivi sawarmoebis Seqmna da sazRvargareTis firmis Sesyidva sruli sakuTrebiT. saerTaSoriso saqmiani urTierTobis yvelaze gavrcelebuli forma aris saqonlis importi da eqsporti. saimporto maCveneblebi yvelaze ufro damokidebulia 205

sacalo vaWrobaze. Tanamedrove msxvil firmebSi aris uamravi agenti, romelic dasaqmebulia sazRvargareT am firmebisaTvis aucilebeli im saqonelisa da momsaxurebis moZiebiT, romelic gansazRvravs maTi produqciis profils. kompaniebi, romlebic ewevian eqsports, am process axorcieleben an uSualod sazRvargareTis partniorebTan DSeTanxmebiT, an savaWro Suamavlebis meSveobiT. mTel rig qveynebSi Seqmnilia savaWro palatebi, specialuri saagentoebi, romlebic specializdebian savaWro partniorebis Zebnasa da kontaqtebis gaformebaze. saerTaSoriso biznesSi agreTve gamoiyeneba licenzireba. licenzirebis SeTanxmeba aZlevs SesaZleblobas erT firmas awarmoos an gayidos sxva firmis saqoneli da momsaxureba erTjeradi an perioduli gadasaxadis xarjze. `koka-kolas~ recepturiT saqarTveloSi xdeba am sawarmos gamagrilebeli sasmelis Camosxma. amis sanacvlod koka-kolas saTao ofisi Rebulobs stabilur procents mogebidan. licenzirebas waagavs saqmiani urTierTobis iseTi forma, rogoric aris frenSaizingi. frenSaizingis obieqti SeiZleba iyos nebismieri samewarmeo sfero. Rebulobs ra frenSizingis xelSekrulebas, firmas minimumamde dahyavs danaxarjebi da is riski, romelic aris dakavSirebuli sazRvargareTis bazarze SesvlasTan. erToblivi sawarmoebi aris saerTaSoriso biznesis erT-erTi efeqtiani forma. erTobliv sawarmoSi igulisxmeba ara marto proeqtis realizaciis procesSi saerTo investiciebis gaweva, aramed xangrZlivi perspeqtiviT samewarmeo saqmianoba. rig qveynebSi investiciebis pirdapiri dabandebis TvalsazrisiT arsebobs SezRudvebi. am mizeziT erToblivi sawarmoebi xdeba saerTo biznesis warmoebis ZiriTadi forma. miuxedavad amisa, aris iseTi qveynebic, romlebic ar krZalaven kapitalis individualur dabandebas mocemul qveyanaSi. adgilobrivi nedleulis da muSaxelis siiafis gamo, mniSvnelovania individualuri sawarmoebis sazRvargareT daarseba. amis saukeTeso magaliTia amerikuli kompania `livais strausi~, romelic msoflioSi cnobil jinsebs uSvebs. misi msoflios qseli uzrunvelyofs gayidvebis 40 da mogebis 60 procents. am firmis sazRvargareTis warmomadgenlebs SeaqvT mniSvnelovani wvlili san-franciskoSi ganTavsebuli saTao ofisis ganviTarebaSi. ase magaliTad, am firmis produqciis bolo modelebi SemuSavda argentinis da iaponiis warmoamdgenlobebSi da ara saTao ofisSi. [183, p.76]. sazRvargareT saerTaSoriso saqmianoba dakavSirebulia garkveul specifikasTan, romelic gamomdinareobs am qveynebis kulturuli, eTikuri, religiuri Taviseburebebidan. isini unda gaTvaliswinebul iqnas biznesis warmoebis procesSi. xSir SemTxvevaSi Cndeba problemebi mxolod imis gamo, rom ar aris gaTvaliswinebuli ama Tu im qveynis istoriuli Taviseburebani, Tundac produqciis SefuTvis procesSi. zogjer vaWroba SeiZleba gaaumjobesos saqonlis SefuTvis formis an fasis Secvlam. ase magaliTad, TeTri feri aris sikvdilis simbolo iaponiasa da aziis qveynebis umetes nawilSi, mwvane niSnavs safrTxes an avadmyofobas malaziaSi. amdenad, am ferebis gamoyeneba iwvevs uaryofiT asociaciebs am qveynebis momxmareblebSi. sxvadasxva qveyanaSi sityvebi araerTgvarovnad JRers, ase magaliTad `ameriken motorzis~ avtomobili `motodori~ aris Zlierebis da Zalis simbolo amerikaSi. amasTan, puerto-rikelebis enaze sityva `motodori~ niSnavs mkvlels, rac aSkarad ewinaaRmdegeba im qveynis interesebs, sadac isedac Zalian maRalia avtokatastrofebis Sedegad sikvdilianoba. rodesac inglisis navTobis mwarmoebelma kompaniam aRmoaCina, rom misi erT-erTi saxeobis

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benzinis dasaxeleba `esso~ iaponur enaze niSnavda `gatexil manqanas~, is mixvda Tavisi warumateblobis mizess am bazarze. xSir SemTxvevaSi erTi da igive sityvebi inglisurenovan qveynebSi sxvadasxvanairad JRers. magaliTad, amerikuli kompania, romelic awarmoebda xelsaxocebs reklamaSi iyenebda frazas `you can use no finer napkin at your dinner table~ (ukeTes xelsaxocebs Tqveni magidisaTvis Tqven ver moZebniT). es reklama aSkarad winaaRmdegobrivi aRmoCnda inglisSi, sadac sityva ,,napkin pampersebs niSnavs. sxvadasxva qveynebSi sazogadoebrivi nomrebi Zlier gansakuTrebulia, amitom sazRvargareT biznesis warmoebisaTvis didi mniSvenloba aqvs adgilobrivi partn-iorebis gamocdilebis Seswavlas. ase magaliTad, tailandSi franguli firmis mier gamoiyeneboda reklama, sadac cxoveli moixmarda saTvaleebs. cxovelebi tailandSi miekuTvneba umdables arsebebs, amitom, adgilobrivi mcxovreblebi am saTvaleebs ver moixmardnen. bazrebis safuZvliani Seswavla iZleva SesaZleblobas, Tavidan aviciloT mosalodneli uaryofiTi Sedegebi. qveynebis tradiciaTa codna, adgi-lobriv mcxovreblebTan urTierToba, maTi Cvevebisadmi pativiscemiT, mopyroba iZleva SesaZleblobas, warmatebulad vawarmooT biznesi. imisagan damoukideblad, Tu romel qveyanaSi gvixdeba biznesis warmoeba sul ufro didi mniSvneloba eniWeba am qveynis moqalaqeebTan saqmian urTierTobas. filosofiuri TvalsazrisiT, amis saukeTeso xerxi mdgomareobs imaSi, rom SeviswavloT da gavaanalizoT im erebis Taviseburebani, romlebic miekuTvnebian sxva kulturebs. sxva kulturebis warmomadgenlebi SeiZleba gansxvavdebodnen mravali niSniT. iseTi niSnebiT rogoricaa: religiuri mikuTvneba, RirebulebiTi pri-oritetebi, samarTlebrivi normebisadmi damokidebuleba, Jestebi, manerebi da sxva. am gansxvavebaTa gauTvaliswineblobam saerTaSoriso biznesSi SeiZleba migviyvanos sirTuleebTan. aziis mTel rig qveynebSi qalebi biznesSi ver TamaSoben warmyvan rols. amis gamo qal-partniors iq undoblad epyrobian. sanam aviTvisebT sazRvargareTis bazars, aucilebelia, safuZvlianad SeviswavloT am qveynis kultura, religia, politika, adaT-wesebi, gansakuTrebiT, saqmiani urTierTobebis tradiciebi. aris is zogadi wesebi, romelsac biznesmenebi iyeneben ama Tu im qveyanaSi, esenia: aucilebelia SevinarCunoT miukerZoebloba. SeuZlebelia, sxva-dasxva adamianebis mimarT gamoviyenoT erTi da igive stereotipebi, winaswar dadgenili standartebi. yoveli adamiani unda ganvixiloT, rogorc individi da Rrmad gaviTavisoT is kulturuli sfero, romelsac misi exeba cxovreba da moRvaweoba. unda gaviTvaliswinoT sxva erebis tradiciebi. maT gaaCniaT sxvadasxva RirebulebiTi sistema, Tvisebebi, qcevis manerebi. sxvadasxva qveynebSi erTi da igive Jestebi da gamoTqmebi gansxvavebuli Sinaarsis matarebelia. amis gamo, ufro xSirad unda gamoviyenoT sityvebis ena da ara araverbaluri urTierTobis formebi. mizanSewonilia, Cveni stilis misadageba sxva adamianebisadmi. Tu partniori pasuxobs pirdapir da araorazrovnad, aucilebelia am stilis mibaZva, sxva SemTxvevaSi, unda mivusadagoT qceva da msjeloba partniorisas. mimoxilviTi SekiTxvebi:

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1. 2. 3. 4. 5. 6. 7.

ra igulisxmeba alternatiul danaxarjebSi? ras niSnavs qveynis absoluturi upiratesoba? ra rols TamaSobs savaWro balansi? ras axasiaTebs sagadasaxado balansi? rogoria proteqcionizmis arsi? rogoria proteqcionizmis dadebiTi da uaryofiTi mxareebi? msoflios romeli saerTaSoriso organizaciebi aregulireben qveynebs Soris ekonomikur urTierTobebs? 8. ra rols TamaSobs saerTaSoriso savaluto fondi da msoflios banki? 9. rogoria saerTaSoriso saqmiani urTierTobis formebi? TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. dagvixasiaTeT Tu erTmaneTisagan riT gansxvavdeba saerTaSoriso vaWrobaSi absoluturi SefardebiTi upiratesoba? absoluturi upiratesobis mqone qveyana awarmoebs konkretul produqcias sxva qveynebTan SedarebiT naklebi resursebiT. SefardebiTi upiratesobis dros qveyanas aqvs SesaZlebloba, awarmoos konkretuli produqcia ufro naklebi danaxarjebiT, vidre gaaCnia mis savaWro partniorebs. 2. ra gansxvavebaa savaWro balanssa da sagadasaxado balanss Soris? savaWro balansi es aris drois garkveul monakveTSi eqsportis saerTo Rirebulebas gamoklebuli importis Rirebuleba. sagadamxdelo balansi es aris qveyanaSi Semosuli fulis saerTo moculobas gamoklebuli fulis is raodenoba, romelic gadis qveynidan. 3. CamoTvaleT is zomebi, romelsac qveynebi erovnuli dargebis mxardasaWerad iyeneben? proteqcionizmis yvelaze gavrcelebuli zomebia: tarifebi, kvotebi, subsidiebi, SezRudviTi standartizacia. 4. ra uaryofiTi movlenebi axlavs proteqcionizms? proteqcionizmi zarals ayenebs im kompaniebs, romlebic orientirebulia eqsportze, aZvirebs samuSao Zalis Rirebulebas. 5. ra iwvevs laris kursis dacemas saqarTvelos saerTaSoriso kompaniebSi? maSin, rodesac laris kursi ecema sxva valutebTan SedarebiT, qarTuli saqoneli saerTaSoriso bazarze iafdeba, amitom is dargebi, romlebic orientirebulia eqsportze, larze gazrdili moTxovnis sapasuxod zrdian produqciis gamoSvebas. amasTan, importirebuli saqoneli Zvirdeba, rac kidev ufro zrdis moTxovnas adgilobriv saqonelSi. 6. CamoTvaleT saerTaSoriso samewarmeo saqmianobis yvelaze gavrcelebuli formebi? saerTaSoriso saqmiani aqtivebis ZiriTadi formebia: import-eqsporti, licenzireba, frenSaizingi, erToblivi sawarmoebis organizeba sazRvargareTis firmis Sesyidva sruli sakuTrebiT. 7. CamogviTvaleT is xerxebi, romlebic xels uwyobs saerTaSoriso saqmian urTierTobebs? es xerxebia: SeviswavloT qveynis kultura; partniorTan saqmianoba vawarmooT yovelgvari stereotipis, mibaZvis gareSe; pativi vceT sxva erebis tradiciebs; mivusadagoT Cveni qcevis stili partniorisas.

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Tavi VIII biznesis marTva

batonobas advilad iswavli, marTvas Znelad. goeTe eWvs iwvevs ara TviTon dagegmvis SesaZlebloba, aramed warmatebuli dagegmvis SesaZlebloba. f.a. haieki me vTvli, rom nebismieri biznesis problema mdgomareobs imaSi, Tu ra Sors SeiZleba migviyvanos misma keTilgonieerebam. d. rokfeleri

am TavSi Tqven gaecnobiT: 1. biznesis marTvis safuZvlebs; sammarTve-lo rolis sam tips; marTvis sam dones; sa-mmarTvelo codnis sam tips; marTvis procesis oTx safexurs. 2. marTvis process; strategiul, taqti-kur da operatiul gegmebs, maT Soris gansxvavebas; momuSa-veTa Statebis dakompleqtebis meTodologias. 3. mmarTvelobiT stils; mis Rirseba-naklovanebebs; kontrolis proce-sis oTx etaps, kompa-niebis marTvas krizi-sul situaciaSi.

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VIII. 1. biznesis marTvis safuZvlebi marTva es aris organizaciis miznidan gamomdinare winaswar Sedgenili gegmis mixedviT resursebis optimaluri ganawilebis procesi. cneba `optimaluri~ marTvaSi gulisxmobs: optimalobis kriteriumis dadgenas; kriteriumebis erTmaneTTan Sewonasworebas; saboloo variantis SerCevas. ase magaliTad, supermarketSi myidvelis gadawyvetilebebze zegavlenas axdens saqonlis fasi, xarisxi, dizaini da sxva. amdenad, es is kriteriumebia, romelTa meSveobiT xdeba gadawyvetilebis miReba. xelmZRvanels unda SeeZlos, gansazRvros umTavresi kriteriumebi, daadginos maTi prioritetebi da miiRos racionaluri gadawyvetilebani. arsebobs firmebis marTvis sakiTxisadmi sami ZiriTadi mecnieruli midgoma: tradiciuli; sistemuri; situaciuri. tradiciuli midgomis SemTxvevaSi, cal-calke ganisazRvreba samuSao, personali, administrireba, motivacia, marTvis sitema. sistemuri midgomis dros organizacia ganixileba, rogorc sistema, Tavisi miznebiT, amocanebiT, ZiriTadi SedegebiT, ukukavSirebiT, gare zemoqmedebebis faqtorebiT. situaciuri midgomis dros marTvis meTodebi icvleba situaciidan gamomdinare. organizaciis saqmiani Sedegebi ganisazRvreba konkretuli situaciis mixedviT. organizacia aris laTinuri sityva _ ,,Organizo da niSnavs mowyobas. menejmentSi mis qveS igulisxmeba saerTo miznis realizaciis mizniT individebis gaerTianeba. am sityvas sxvadasxva mniSvnelobiT iyeneben: rogorc mTlianis avtomnomiuri nawilebis Sinagan mowesrigebas; am procesebisa da moqmedebaTa erTianobas, romelTac mivyavarT mTlianis nawilebis urTierTkavSiris srulyofamde. sameurneo organizaciis magaliTebia: - firma, kompania, korporacia, konglomerati; - maTi qvedanayofebi (saamqro, ganyofileba, seqcia da sxva); - romelime saxeobis samuSaos Semsrulebeli jgufebi; - marTvis sistemebi da sxva. iuridiulad gankerZoebul organizaciebs unda gaaCndeT TavianTi misia. misiaSi aisaxeba organizaciis arsebobis azri da daniSnuleba. yvela sameurneo organizacia aris sistema. sistema es aris calkeuli nawilebis erT mTlianSi gaerTianeba. sistemas gaaCnia misi specifikuri Tvisebebi, esenia: emerjentuloba, rac gulisxmobs organizaciis saerTo miznis Seusabamobas masSi Semavali nawilebis miznebTan. magaliTad, kompaniis mizania mogebis maqsimazacia minimaluri danaxarjebis pirobebSi, xolo misi muSakebis mizania xelfasebis amaRleba. am magaliTad Cans, rom 214

organizaciis da misi nawilebis miznebi ar Seesabameba erTmaneTs. am Sesabamisobis uzrunvelyofa aris marTvis xelovnebis ZiriTadi problema. sinergiuloba (berZnuli sityva ,,sinergeia rac niSnavs TanamSromlobas, Tanamegobrobas) _ mis qveS igulisxmeba sistemaSi Semavali nawilebis itegracia, rac pozitiurad moqmedebs organizaciis saboloo Sedegebze. multiplikaciuroba - gulisxmobs sistemis efeqtianobis amaRlebas (Sedegebis gamravleba) sammarTvelo gadawyvetilebebis an moqmedebebis xarjze. magaliTad nou-haus danergva, motivaciis stilis Secvla da sxva. adaptacia es aris sistemis unari, axali gare pirobebis warmoqmnis SemTxvevaSi SeinarCunos stabiluroba. gankerZoeba _ gulisxmobs sistemis avtonomiurobas, mis komerciul saidumloebas. Tavsebadoba _ gulisxmobs sistemis nawilebis urTierT adaptaciis process. amdenad, marTvis arsi daiyvaneba resursebis (miwis, Sromisa da kapitalis) optimaluri Tanafardobis koordinaciaSi organizaciis saboloo Sedegebis miwevis mizniT. resursebis optimaluri gamoyenebis principi SeiZleba misadagebul iqnas nebismieri tipis organizaciisadmi misi masStabebisa da miznebis damoukideblad. marTvas moiTxovs organizaciis nebismieri subieqti: qalaqi, municipaliteti, fexburTis gundi, firma da sxva. imdenad, ramdenadac organizaciaSi momuSave pirebs amoZravebT korporaciuli interesebi, aucilebeli xdeba maT Soris erTi piris pasuxismgeblobis amaRleba, romelic axdens sxva individebis saqmianobis organizacias. aseT pirTa ricxvs miekuTvnebian menejerebi. menejerebi ewevian TavianT saqmianobas, rogorc zemdgom aseve qvemdgom pirebTan erTad da es urTierTobani SeiZleba aisaxos maT rolSi. arsebobs rolis ramdenime tipi. esenia: pirovnebaTSorisi urTierTobis roli, rac gulisxmobs, rom organizaciis warmomadgenlebad _ gamodian menejerebi. firmis saxeliT isini aweren xels dokumentebs, Rebuloben partniorebs da sxva. rogorc xelmZRvanelebi menejerebi axorcieleben firmis operatiul-taqtikuri saqmianobis dagegmvas da marTvas, rogorc Suamavlebi menejerebi erTmaneTTan akavSireben adamianTa jgufebs da calkeul individebs, am dakavSirebis mizani aris saerTo amocanebis realizacia. sainformacio umTavresia marTvis rolebs Soris. sawarmo procesis operatiul-taqtikuri marTvis mizniT, menejerebi agroveben informacias, amuSaveben da aanalizeben mas. amasTan, maT ekuTvnis rogorc zemdgomi aseve qvemdgomi rgolebis mier mowodebuli informaciis analizis funqcia. miRebul informacias menejerebi iyeneben saukeTeso gadawyvetilebaTa miRebisaTvis mizniT. rogorc organizatorebi isini cdiloben resursebis racionaluri gamoyenebis mizniT, maTdami daqvemdebarebuli rgolebis saqminobis gaumjobesebas. rogorc specialistebi wyveten operatiul sakiTxebs da Rebuloben gadawyvetilebebs sagangebo situaciebSi (ekonomikuri krizisi, momu-SaveTa disciplinaruli gadacdoma da sxva). yoveldRiuri proble-mebis gaTvaliwinebiT, menejerebi ganuwyvetliv icvlian rolebs. nebismier organizaciaSi, garda mcire organizaciebisa arsebobs marTvis struqtura, romelic Sedgeba umaRlesi, saSualo da umdablesi rgolebisagan:
prezidenti. vice prezidenti. umaRlesi done

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mTavari buRalteri. mTavari inJineri. mTavari ekonomisti. saamqros ufrosi. ostati. ubnis ufrosi.

saSualo done

umdablesi done

naxati #10 rogorc am piramididan Cans, organizaciaSi umaRlesi rgolis mmarTvelTa raodenoba umdables doneze mcirea. umaRlesi donis mmarTvelebi es is menejerebia, romelTac gaaCniaT umaRlesi xelisufleba da pasuxs ageben kompaniis saqmianobaze. amis magaliTia firmis prezidenti, romelic gansazRvravs organizaciis amocanebs, ganviTarebis grZelvadian strategias, warmoadgens kompanias mis sazRvrebs gareT. miuxedavad imisa, rom umaRlesi donis mmarTvelebi erTi da igive korporaciebSi SeiZleba sxvadasxva saxelwodebiT warmodgnen: pirveli vice-prezidenti, aRmasrulebeli vice-prezidenti, direqtorTa sabWos Tavmsjdomare da sxva, maT mier Sesasrulebeli samuSaoebi, rogorc wesi analogiuria. saSualo rgolis mmarTvelebis movaleobaSi Sedis im saerTo amocanebis realizacia, romlebic dadgenilia marTvis umaRlesi rgolis mier da qveda rgolis muSakebis saqmianobis koordinacia. saSualo done gulisxmobs sawarmoos, calkeuli samsaxurebisa da ganyofilebebis menejerebs. umdablesi donis menejerebis amocana aris is, rom moaxdinos marTvis ufro maRal doneze SemuSavebuli strategiis realizacia. es done aerTianebs saamqros, ubnis, ganyofilebis ufross da sxva. kompaniebi cdiloben, Seamciron marTvis xarjebi, amis gamo isini amcireben marTvis saSualo donis menejerTa ricxvs da cdiloben umdablesi donis menejerTa raodenobis zrdas. saSualo donis menejerebis funqciebis SeTavseba, umdablesi donis menejerebisagan moiTxovs TavianTi codnis gaRrmavebas, axali unar-Cvevebis SeZenas. organizaciis saxeobisa da zomisagan damoukideblad, menejeri unda flobdes codnas sam ZiriTad teqnikur, analitikur, komunikaciebis. sferoebSi am codnis `siRrme~ aris damokidebuli marTvis doneze. ase magaliTad, marTvis dabal doneze umTavresi aris teqnikuri codna, marTvis umaRles doneze analitikuri, xolo yvela doneebze komunikabelurobis Cvevebi. adamianebma SeiZleba SeiZinon, rogorc teqnikuri, aseve komunikabeluri da analitikuri Tvisebebi, magram yvelaze rTuli aris urTi-erTobis kulturis damyareba. teqnikuri Cvevebi, es aris adamianis SesaZlebloba, Seasrulos esa Tu is samuSao. amdenad, Tu gaqvT finansuri dokumentis Sedgenis unari, an kompiuteruli programis aTvisebis SesaZlebloba es adasturebs pirovnebis teqnikur SesaZleblobebs. amasTan, rig kompaniebSi meneje-rebi, romelTac ar gaaCniaT Sesabamisi teqnikuri codna, akontroleben programistebis, inJinrebis an buRaltrebis saqmianobas. es miiRweva im SemTxvevaSi, Tu maT gaaCniaT administraciuli an mmarTvelobiTi Cvevebi. administraciuli Cvevebi aris umniSvnelovanesi menejmentSi, radganac Carxze saqmianoba iZleva SesaZleblobas, 216

gamovavlinoT teqnikuri codna, magram is ar gvaZlevs administraciuli codnis gamovlenis SesaZleblobas, maSin, rodesac saamqros xelmZRvaneloba adasturebs im administraciuli Cvevebis arsebobas, romlebic SesaZlebelia warmatebulad gamoyenebuli iqnas sxva, Tundac restornebis biznesSi. imisaTvis, rom sworad gavugoT sxva adamianebs da efeqtianad ganvaxorcieloT maTTan urTierToba, aucilebelia komunikabelurobis Cvevebis SeZena. menejmentSi es umTavresia, radganac nebismieri amocanis gadawyveta aris damokidebuli adamianebTan urTierTobaze. erT-erTi komunikabeluri Tviseba, romelic unda gaaCndes menejers, aris urTierTobis kultura. es kultura iZleva SesaZleblobas kompaniis SigniT vawarmooT mizanmimarTuli saqmianoba da davamyaroT firmis normaluri urTierToba gare samyarosTan. urTierTobis kultura gulisxmobs ara marto sakuTari azris dasabuTebas, aramed sxvisi azris mosmenisa da gaziarebis SesaZleblobas. kvalificiuri menejerisaTvis kargad aris cnobili komunikaciebis arxebi an sainformacio SesaZleblobani. komunikaciis forma did zegavlenas axdens Setyobinebis xasiaTze. aRniSnulidan gamomdinare is SeiZleba sxvadasxva zepiri (piradi saubari, jgufuri Sekreba, sele-qtoruli an satelevizio kavSirebi da sxva), an werilobiTi (E-mail; werilebi) formiT ganxorcieldes. samuSao dRis didi nawili Sedgeba zepiri urTierTobebisagan, ukanaskneli aisaxeba saubarsa da mosmenis kulturaSi. amitomac aris, rom Tanamedrove menejmentSi gamoiyeneba am formis erT-erTi iseTi nairsaxeoba, rogoric aris `xalxSi siaruli~. mocemuli meTodis gamoyenebiT, menejers uSualod eZleva SesaZlebloba, rom mosaubris mimikebiT, JestebiT, emociebis gamoyenebiT Seafasos misi gadawyvetilebis siswore. amasTan, zogierT SemTxvevaSi, rTuli kategoriis gadawyveti-lebebis gadacemisaTvis mizanSewonilia, gamoyenebuli iqnas urTierTobis weriTi forma, romelic iZleva SesaZleblobas, Tavidan aviciloT uaryofiTi emociebi. kvalificirebuli menejerebi martivi da rutinuli informaciis gadacemis mizniT, agreTve rTul da araordinalur situaciaSi, iyeneben weriT Setyobinebebs. am tipis Setyobinebebs didi mniSvneloba gaaCnia kompaniis imijis foemirebis procesSic. werilebi, pres-relizebi, sareklamo broSurebi da sxva zemoqmedebs kompaniis imijze. weriTi formiT Setyobinebis formirebis procesSi mniSvnelovania Semdegi: Setyobineba unda iTvaliswinebdes im auditoris specifikas, romelzec is aris orientirebuli. sabavSvo Jurnalis gamocema moiTxovs samecniero kvlevisagan gansxvavebul weriT stils, xolo saprezentacio broSura unda iyos orientirebuli momxmarebelTa farTo auditoriaze. amdenad, pirvel SemTxvevaSi unda davimsaxuroT bavSvTa, meoreSi mecnierebis simpaTiebi, xolo mesameSi unda davarwmunoT myidvelebi. Setyobineba unda iyos mkafio da gasagebi. grZeli, gaumarTleblad rTuli winadadebebi, rogorc wesi, aZneleben kiTxvas da arTuleben ZiriTadi Sinaarsis gagebas. unda daveyrdnoT faqtebs. Tu gzavnili ar aris sakmaod argumentirebuli, is uintereso aRmoCndeba msmenelisaTvis da auditoria mas mikerZoebulad miiCnevs.

VIII. 2. analitikuri Cvevebis roli marTvaSi

217

menejerebisaTvis mTavari prioriteti aris analitikuri azrovneba, maT mTlianobaSi unda dainaxon organizacia da misi calkeuli nawilebis urTierTmoqmedeba. analitikuri azrovnebisaTvis aucilebelia info-rmaciis damuSaveba da analizi, fuZemdebluri principebis SemuSaveba, urTierTkavSiris dadgena, siZneleebis da xelisSemwyobi faqtorebis gamovlena, gadawyvetilebebis miReba. mmarTvelTa saqmianobaSi gadawyvetilebis miReba aris sakvanZo momenti, romelic miiReba analitikuri azrovnebis Sedegad. mecnierTa gamokvlevebi cxadyofen, rom gadawyvetilebis miReba moicavs eqvs ZiriTad etaps.35 1. gadawyvetilebis miRebis aucileblobis gamovlenas _ menejerebi uwyvetliv akontroleben organizaciis SigniT da gareT arsebul mdgomareobas im mizniT, rom ar dauSvan is eqstremaluri mdgomareoba, romelic Semdgom moiTxovs ara etapur, aramed operatiul gadawyvetas. 2. warmoqmnili problemis analizi da SesaZleblobis aTviseba _ menejerebi gansazRvraven im pirobebs, romelsac unda pasuxobdes gadawyvetileba momavalSi. 3. arsebuli alternativebis Seswavla _ menejerebi SeimuSaveben gadawyvetilebaTa ramdenime variants. 4. sasurveli alternativis SerCeva _ alternativebis dadebiTi da uaryofiTi mxareebis analizis Semdeg, menejerebi arCeven yvelaze optimalur variants, romelic SeiZleba Seadgendes ramdenime alternativis kombinacias. 5. arsebuli gadawyvetilebis realizacia _ safuZvliani analizisa da dagegmvis Semdeg, menejerebi TavianT gadawyvetilebebs nergaven cxovrebaSi. 6. miRebuli Sedegebis Sefaseba _ menejerebi afaseben TavianTi gadawyvetilebis Sedegebs imisaTvis, raTa darwmundnen Tu ramdenad pasuxobs maT mier SerCeuli gadawyvetileba dasmul mizans. gadawyvetilebis miRebis obieqturad SerCeuli meTodi ar iZleva swori gadawyvetilebis garantias. mmarTvelobiTi gadawyvetilebani SeiZleba iyos ori tipis: programirebadi es is gadawyvetilebebia, romlebic miiReba winaswar cnobili standartuli situaciis ganmeorebiT da araprogramirebadi _ es aris unikaluri gadawyve-tilebani, romlebic ar gamomdinareoben standartuli situaciidan da ar meordebian. arsebobs gadawyvetilebaTa miRebis oTxi ZiriTadi piroba: 1. rodesac menejerebs gaaCniaT informacia srulad, ris gamoc amocanis gadawyvetis SesaZlebloba realuria. 2) informacia aris arasruli, ris gamoc misaReb gadawyvetilebaSi Warbobs riskis faqtori. 3) informacia imdenad arasrulia, rom gadawyvetilebaSi igrZnoba dasabuTebis dabali done. 4)menejerebis winaSe dgas gaurkveveli da bundovani amocanebi, cudad aris gansazRvruli alternativebi, srulad ar aris warmodgenili informacia didia imis albaToba, rom gadawyvetilebebi iqneba warumatebeli, radganac isini miiReba saeWvo winapirobebis arsebobis SemTxvevaSi. VIII. 3. marTvis procesi menejerebs, maTi Tanamdebobebidan gamomdinare, gaaCniaT erTi da igive funqciebi. yvelaze martivi tipis organizaciaSi menejerebi ewevian dagegmvas, wyveten saorganizacio sakiTxebs, kontrols. amdenad, marTvis procesi moicavs: dagegmvas, organizacias, ganxorcielebas da kontrols.

35

Ricki W. Griffin. Managment. 3 rd. ed. Boston: Houghton Mifflin, 1990, 131-137

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dagegmva aris marTvis ZiriTadi funqcia, romelzec damokidebulia sxva funqiebis Sesruleba. dagegmvis erT-erTi mniSvnelovani aspeqti aris amosavali monacemebis safuZvliani analizi. am funqciis Sesruleba menejerisgan moiTxovs analitikur azrovnebas. organizaciis daniSnuleba aris misi generaluri miznis realizacia. generaluri mizani mokled Camoyalibebulia organizaciis devizSi. ase magaliTad, firma `motorolas mizania sazogadoebrivi moTxovnilebis Rirseuli dakmayofileba, momxmarebelTa zomier fasebSi umaRlesi xarisxis produqciiT momsaxureba~. [138, p.90-91]. dagegmvis procesSi kompaniis daniSnuleba unda aisaxos mis miznebSi da amocanebSi, miznebis qveS igulisxmeba organizaciis strategiuli, grZelvadiani xolo amocanebi aris konkretuli, moklevadiani orientirebi. im aucilebeli RonisZiebebis erToblioba, romelic qmnis organizaciis miznebisa da amocanebis realizaciis SesaZleblobas, aisaxeba dagegmvaSi. amdenad, dagegmva aris organizaciis miznebisa da amocanebis realizaciis procesi. miznebi pirobiTad SeiZleba davyoT ramdenime doned. umaRlesi donis menejerebi gansazRvraven organizaciis im strategiul miznebs, romlebic exeba kompaniis mTlianad ganviTarebas. es miznebi moicavs 8 ZiriTad sferos: 1. bazars; 2. axali produqciis Seqmnas da siaxleebis danergvas; 3. adamianur resursebs; 4. safinanso resursebs; 5. materialur resursebs; 6. Sromis nayofierebas; 7. socialur pasuxismgeblobas; 8. mogebas. saSualo donis menejerebi adgenen im amocanebs, romelic exeba qveganayofebis saqmianobas. amdenad, strategiuli amocanebis gadasawyvetad isini qmnian winapirobebs. dabali donis menejerebi adgenen im operatiul amocanebs, romlebic exeba firmis mimidnare sakiTxebis gadawyvetas. isini gansazRvraven organizaciis taqtikuri da strategiuli amocanebis gadawyvetis SesaZleblobebs. mizani ar warmoadgens Sedegs, aramed aris Sedegis miRwevis saSualeba. amdenad, calkeul doneebze dasmuli miznebis realizacia SeiZleba yovelTvis aisaxos organizaciis mTavar mizanSi. aq aucielebelia miznebis realizaciis koordinireba. operatiuli miznebis realizacia unda pasuxobdes taqtikur amocanebs da es ukanaskneli _ strategiuls. mas Semdeg, rac gansazRvrulia ZiriTadi miznebi, aucilebeli xdeba am miznebis realizaciis dagegmva. yovel mizans Seesabameba gegmis Sesabamisi done. esenia: strategiuli, taqtikuri da operatiuli gegmebi. strategiuli gegemebi aris orientirebuli strategiuli miznebis miRwevaze, isini, rogorc wesi ganisazRvreba xangrZlivi periodiT da moicvaven oridan xuT wels. am tipis gegmebs direqtorTa sabWosTan SeTanxmebiT SeimuSaveben umaRlesi donis menejerebi. taqtikuri gegmebi gamiznulia taqtikuri miznebis realizaciasa da strategiuli gegmebis mxardaWeraze. maT SeimuSaveben saSualo donis menejerebi, dabali donis menejerebTan SeTanxmebiT da warudgenen marTvis umaRles rgolebs. operatiuli gegmebi aris mimarTuli operatiuli miznebis realizaciaze da taqtikuri gegmebis mxardaWeraze. operatiuli gegmebi moicavs erT wlamde 219

periods. maT SeimuSaveben umaRlesi donis menejerebi saSualo donis menejerebTan SeTanxmebiT. rodesac saaTebis mwarmoebeli kompania `taimeksis~ xelmZRvaneloba moxvda, rom momxmarebeli upiratesobas aniWebs stils, saqonlis gamZleobas SedarebiT, man SeimuSava kompaniis saqmianobis axali strategiuli mizani, romelic mdgomareobda, bazarze im xvedriTi wilis dabrunebaSi, romelic daikava konkurentma firma `svoCma~. am amocanis gadawyvetas Tan axla im momxmareblis dabrunebis strategiuli gegmis SemuSaveba, romelic upiratesobas aniWebs modas da janmrTelobas. `taimeksis~ menejerebma dasaxes strategiuli mizani _ moyvaruli sportsmenebis mozidva da taqtikuri gegma _ am tipis sportsmenebis moTxovnebis Seswavla. ZiriTadi amocana moicavda im sportsmenebisaTvis saaTebis gamoSvebas, romlebic afiqsireben dros curvis, sirbilis Tu avtorbolis procesSi. kompaniam miznebisa da dagegmvis aseTi SexamebiT miaRwia produqciis realizaciisa da mogebis zrdis mniSvnelovan warmatebas dargSi.

sqematurad es procesi SesaZlebelia warmovidginoT Semdegi saxiT:

ZiriTadi mizani: mogebis miReba

strategiuli mizani: bazarze xvedriTi wilis aRdgena

umaRlesi donis mmarTvelebi

strategiuli gegma: im axalgazrda momxmareblebis mozidva, romlebic orientirebulni arian janmrTelobis dacvaze da modaze

taqtikuri mizani: sportsmenebis mozidva

saSualo donis mmarTvelebi

taqtikuri gegma: sportsmenebis gamokiTxva, maTi moTxovnebis Seswavla

operatiuli mizani: im saaTebis gamoSveba, romlebic pasuxoben sportsmenebis moTxovnebs

dabali donis mmarTvelebi

operatiuli gegma tratlonis moyvarulTa saaTebis gamoSveba

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naxati #11 VIII. 4. organizaciuli funqcia organizaciuli funqcia, iseve rogorc dagegmva menejerebisagan moiTxovs analitikuri codnis Tavisufali gamoyenebis gamovlenis unars. organizaciuli saqmianoba moicavs gegmebis Sesrulebis mizniT, resursebis gamoyenebis process. saqmianobis am stadiaze menejerebma unda gaiTvaliswinon is, Tu ramdenad sworad SeZleben maT mier SerCeuli muSakebi dasmuli amocanis gadawyvetas. mTavari problema, romelsac awydeba menejeri dasmuli miznebis da amocanebis realizaciis procesSi, aris organizaciis saStato erTe-ulebiT swori dakompleqteba. ukanasknel periodSi amocanebisa da miznebis realizaciisaTvis gamoiyeneba e.w. gunduri muSaobis meTodi. gundi es aris adamianebis erToba, romelic iqmneba saerTo amocanebis gadawyvetis mizniT. gundebi SeiZleba iyos formaluri, mudmivi (romelic iqmneba organizaciis struqturuli nawilis formiT) da araformaluri. gundebi aris marTvis efeqtiani berketi. isini uzrunvelyofen muSakebis marTvis procesSi uSualo monawileobas, zrdian maTi gavlenis sferos, radganac gundis meSveobiT, informacia sxvadasxva donis menejerebs gadaecema. muSaobis gunduri principi zrdis Sromis nayofierebas, materialurad da moralurad astimulirebs muSakebis moTxovnebs, aumjobesebs produqciis xarisxs. momuSaveTa uflebamovaleobebis gafarToeba uzrunvelyofs organizaciis moqnilobas. menejmentSi damkvidrda mosazreba, rom marTvis TvalsazrisiT gundi Seicavs gacilebiT ufro did potencials, vidre individualuri menejeri, Tundac geniosi. [112, p.10]. marTvis umaRles doneze ganisazRvreba firmis organizaciuli struqtura da umaRlesi donis menejerebis Statebi. saSualo donis menejerebi axdenen firmis erT-erTi qveganayofis doneze imave funqciebis Sesrulebas. marTvis organizaciis procesi aris sTuli, radganac is dinamiuri da cvalebadia, dakavSirebulia kadrebis denadobasTan, rac iwvevs arastabilurobis gancdas, mowyobiloba moiTxovs ganaxlebas, icvleba momxmarebelTa moTxovnebic, rac aZlierebs organizaciis inovaciur ltolvas. did zegavlenas axdens marTvis procesze qveyanaSi warmoqmnili axali politikuri da ekonomikuri realobebi, rac xSir SemTxvevaSi iwvevs warmoebis Semcirebas an piriqiT astimulirebs mas. am obieqturi pirobebis gaTvaliswinebiT, menejmentis organizaciuli funqcia amouwuravia. VIII. 5. xelmZRvanelobis funqciebi organizaciuli procesis ganxorcieleba dakavSirebulia mraval funqciasTan, romelTa Sesruleba uwvevs im menejers, romelsac gaaCnia warsulSi sxvadasxva saxis gamocdileba, individualur interesTa wre, mizanmimarTuloba. imisaTvis, rom gundis efeqtiani marTvis mizniT 221

organizacia gaerTiandes, menejerebma aucilebelia, aiTvison mmarTvelobiTi saqminaobis mesame forma xelmZRvaneloba. xe-lmZRvaneloba es rTuli funqciaa, romlis ZiriTadi mizania moaxdinos adamianebis efeqtiani da mizanmimarTuli saqmianobis koordinireba. xelmZRvaneloba dakavSirebulia menejeris komunikaciur TvisebebTan. xelmZRvaneloba Sedgeba ori urTierTdakavSirebuli principisagan. upirveles yovlisa, is moicavs motivacias anu im stimuls, romelic aiZulebs muSaks, mTeli energia da xarjo Tavisi saqmianobis procesSi. xelmZRvaneloba moiTxovs damrigeblobas, rodesac xelmZRvaneli aswavlis muSaks Tu rogor Seasrulos man mocemuli davaleba. amasTan, axdens Sromis procesisadmi sakuTari midgomebis demonstrirebas. xelmZRvanelobis Seswavlis sxvadasxva etapze, mecnierebi awarmoebdnen dakvirvebas saukeTeso xelmZRvanelebis pirad Tvisebebze. amasTan, bolomde Seuswavleli darCa pirad Tvisebebsa da xelmZRvanelobas Soris arsebuli kavSiri. praqtikam daadastura, rom nebismieri individis, rogorc xelmZRvanelis, warmateba damokidebulia im konkretul garemoze, romelSic mas uxdeba gadawyvetilebebis miReba. [283, p.9] mecnierebis dakvirvebebis Sedegad, lideris Tvisebebis garSemo gakeTda mniSvnelovani daskvnebi. xelmZRvanelobis tradiciuli warmodgena ukavSirdeba Semdegi saxis qmedebas: 1) muSakis waxalisebas mocemuli samuSaos Sesrulebis mizniT. 2) iseTi struqturis organizacias, sadac mkafiod aris warmodgenili muSakis roli da amocanebi. 3) pirdapiri kavSiris damyarebas muSakis materialur waxalisebas da miznis miRwevas Soris. es midgoma xasiaTdeba e.w. regulirebadi xelmZRvanelobiT. efeqturi xelmZRvaneloba ar Semoifargleba mxolod tradiciuli midgomebiT. gansakuTrebiT warmatebul xelmZRvanelebs SeuZliaT daarwmunon muSakebi imaSi, rom maT SeuZliaT, gaakeTon imaze meti, vidre moeTxovebaT. aseT midgomas ewodeba gardasaxviTi xelmZRvaneloba da masSi dominirebs qarizmi, individualizmi da inteleqtualuri stimulireba. [214, pp.506-508]. imisaTvis, rom efeqtianad vuxelmZRvaneloT, aucilebelia, rogorc efeqtiani regulireba, aseve aqtiuri gardaqmnebi. menejerTa daskvnebiT, namdvili xelmZRvanelebi yuradRebis koncentrirebas axdenen im ZiriTad problemebze, romelic SemdgomSi xdeba maT mier dasmuli amocanebis gadawyvetis STagonebis wyaro. is TanamSromlebi, romlebic saqmianoben maRali idealebis mqone adamianebTan, ukeT muSaoben, vidre isini visac xelmZRvaneloben adamianebi, romelTac ar axasiaTebT mizanmimarTuleba. namdvil liders unda gaaCndes imis unari, rom gagebiT moekidos sakuTar warumateblobebs, gamoavlinos axali SesaZleblobebi, is unda iyos mudmiv ZiebaSi. xelmZRvanelis warmatebisaTvis gadamwyveti mniSvneloba gaaCnia xelmZRvanelobis stils. yvela menejers gaaCnia xelmZRvanelobis individualuri stili. ganasxvaveben xelmZRvanelobis sam yvelaze gavrcelebul _ avtoritatul, demokratiul da Caurevlobis stils. marTvis avtoritatuli stili niSnavs erTi piris mier Zaluflebis koncentraciasa da marTvis procesSi sxva pirebs ignorirebas. aseTi tipis mmarTvelebi SeuniRbavad iyeneben maT uflebebs, marTvis process axorcieleben brZanebebis saxiT. marTvis aseTi stili efeqtiania maSin, rodesac gadawyvetilebebi unda miReul iqnes dauyovnebliv, amasTan es stili gamoricxavs am gadawyvetilbebis irgvliv konsultaciebs. xelmZRvanels am tipis gadawyvetilebaTa miRebisaTvis unda gaaCndes sruli informacia. marTvis am stils gaaCnia uaryofiTi Tvisebebic. TanamSromlebis azris ignorireba, maTi mosazrebebis gauTvali-swinebloba axSobs SromiTi 222

koleqtivebis iniciativas, zRudavs enTu-ziazmis gamoyenebis SesaZleblobebs. amasTan, dResac zogierTi menejeri am marTvis stils normalurad miiCnevs. demokratiuli stilis dros xdeba marTvis funqciebis delegireba ierarqiis yvela donis mixedviT. muSakebi aqtiurad Rebuloben monawileobas gadawyvetilebaTa miRebis procesSi. es stili gulisxmobs marTvis procesze zedapirul zegavlenas, radganac didia muSakebis profesionalizmisadmi ndobis votumi. am stils gaaCnia naklovanebanic: xangrZlivi diskusiebis Sedegad koleqtivi nela akeTebs daskvnebs gadasawyveti problemebis irgvliv. damoukideblobis maRali xarisxis gamo, menejeri xSir SemTxvevaSi nawilobriv kargavs kontrols TanamSromlebze. Caurevlobis stili modificirebulad warmosdgeba smitiseuli `Laissez faire_ sagan. am frangulma sityvam dasabami misca `Laissez-faire sryle~-is arsebobas, is iTargmneba, rogorc `xelebi gaswi~ an ufro zustad `Caurevloba~, xelmZRvaneli ar ereva qveSevrdomebis saqmianobaSi. is gvevlineba, rogorc konsultanti, iTvaliswinebs qveSevrdomebis ideebs, mxolod aucileblobis SemTxvevaSi gamoTqvams Tavis mosazrebebs. aseTi midgoma astimulirebs muSakebs meti Semoqmedebisadmi. amasTanave metismeti ndoba, rig SemTxvevaSi iZleva ukuSedegs. miuxedavad amisa, es stili dRes aqtiurad gamoiyeneba da is asaxavs `koleqtivTan erTad~ xelmZRvanelobis process. personalis marTvis amerikuli sazogadoebis prezidentis ronald polenzos azriT, `dRevandeli muSebi isini ar arian, rac iyvnen warsulSi. isini ufro metad ganaTlebulebi, damoukideblebi da Segnebulebi arian. cdiloben, TaviTon marTon Sromis procesi. es im xelmZRvanelisagan, romelic cdilobs miaRwios dadebiT Sedegebs, moiTxovs iseT midgomas, rodesac qveSevrdomebi Rebuloben ufro aqtiur monawileobas gadawyvetilebaTa miRebis procesSi. `mikrosoftis~ kompaniis prezidentis bil geitsis gamocdileba gviCvenebs, rom samive xelmZRvanelobis stili aris misaRebi konkretuli situaciidan gamomdinare, magram maT ar gaaCniaT universaluri Tvisebebi, rom mivusadagoT yvela pirobas. xelmZRvanelobis stili sqematurad warmosdgeba Semdegi saxiT (naxati #12) naxati #12
mmarTvelebze orientirebuli xelmZRvaneloba Semsruleblebze orientirebuli xelmZRvaneloba

mmarTvelis mier xelisuflebis gamoyeneb a mmarTveli iRebs gadawyvetil ebas da axmovanebs mas.

Semsruleble bisaTvis moqmedebis Tavisufleba

mmarTveli darwmuneb ulia Tavisi gadawyvetil ebis sisworeSi.

xelmZRvane li ayalibebs ideebs da SeuZlia, gasces pasuxi dasmul SekiTxvebze .

mmarTveli gvTavazobs gadawyvetil ebaTa variants, romelic SeiZleba Seicvalos.

xelmZRva neli ayalibebs problemeb s, ismens winada debebs, Rebulobs gadawyve tilebebs.

xelmZRva neli ayalibebs moTxovn ebs da gvTavazo bs gadawyve tilebebis koleqtiur miRebas.

xelmZRvanel i aZlevs Tavisuflebas gadawyvetil ebis miRebis procesSi. ayalibebs amocanas.

naxati # 12 xelmZRvanelobis stili 223

arc erTi xelmZRvaneli ar iyenebs mudmivad erT da imave stils. yoveli realuri situacia moiTxovs stilSi individualizms. saukeTeso midgomis SerCeva damokidebulia, aris xelmZRvanelis pirovnul Tvisebebze, muSebis profesiul ostatobasa da im problemebis sirTuleze, romlebic gadasawyvetia. xelmZRvanelobis principebis misadagebas biznesis mimdinare moTxovnebisadmi ewodeba situaciuri marTva an marTva gauTvaliswinebeli movlenebis ganWvretiT. es midgoma ufro efeqtiania, vidre marTvis erTi, romelime stilis gamoyeneba. is kompania, romelic sistematurad iTvaliswinebs koleqtivis azrs iyenebs koleqtiuri marTvis meTods, rogorc wesi is warmatebulia. es ar aris is marTvis stili, romelic axasiaTebs calke aRebul xelmZRvanels, aramed is saerTo midgomaa, romelic axasiaTebs organizacias. es midgoma farTod gamoiyeneba iaponiasa da ukanasknel wlebSi, amerikul kompaniebSi. es meTodi efeqtiania im SemTxvevaSi, rodesac muSakebs maRali kvalifikacia, codna da gamocdileba gaaCniaT. koleqtiuri marTvis meTodi iZleva pozitiur Sedegebs maSin, rodesac xelmZRvanels gaaCnia unari, sworad warmarTos koleqtivis saerTo amocanebis gadasawyvetad Tavisi Zalisxmeva. koleqtivis erToblivi marTva mniSvnelovnad masSi, aumjobesebs mikroklimats urTierTobebs, magram misi ZiriTadi Rirebuleba mdgomareobs imaSi, rom is amaRlebs Sromis nayofierebas, produqciis xarisxs da amcirebs danaxarjebs. kompania `xerman mileris~ prezidents, maqs depris koleqtivis erToblivi marTva yvelaze efeqtian meTodad miaCnia. misi firmis yvela muSam icis warmatebebisa da problemebis mizezebi. kompaniaSi astimulireben informaciis Ria da Tavisufal gacvlas. nebismier muSas aqvs ufleba, gauziaros xelmZRvanelobas misi miRwevebi Tu problemebi. menejerebs miaCniaT, rom kompaniaSi unda dominirebdes Tanabari uflebebi, amitom aris, rom kompania icavs TiToeul muSaks konkurentebis Tavdasxmisagan, garda amisa izRudeba xelmZRvanelebis xelfasi, is mxolod mcirediT aRemateba firmis muSakis saSualo xelfass. muSakebi yovelkvartalurad, mogebis zrdis xarjze, Rebuloben premiebs. aseTi mmarTvelobis Sedegi aisaxeba imaSi, rom kompaniaSi minimaluria kadrebis denadoba, cotaa gacdenebi, mcirdeba danaxarjebi, izrdeba mogeba. [184, p.37-42].

VIII. 6. kontrolis funqcia menejmentSi kontroli aris imaze dakvirveba,Tu rogor moZraobs kompania dasaxuli miznebisaken, miznebisa da amocanebis cvlilebis Sesabamisad misi kursis gadasinjva da koreqtireba. imisaTvis, rom SevadaroT kompaniis mier miRweuli maCveneblebi im Sedegebs, romelTa miRwevasac is gegmavda, kompaniis menejerebi iyeneben TavianT codnasa da gamocdilebas. am SemTxvevaSi, rodesac Sedegebi aris mosalodnelze bevrad uaresi, kontroli iZleva aucilebeli koleqtivebis Seqmnis SesaZleblobas. mmarTvelebi kompaniis saqmianobas afaseben im angariSebidan gamomdinare, romelsac isini Rebuloben marTvis sxvadasxva ierarqiis doneze. miznebidan da amocanebidan gamomdinare, gansazRvraven orientirebs da amis Sedegad SeaqvT koreqtivebi kompaniis strategiaSi. amdenad, kontrolis procesSi xdeba marTvis sami funqciis Serwyma: 224

kontroli uSualo kavSirSia dagegmvis funqciasTan. strategiuli gegma iZleva SesaZleblobas, davadginoT organizaciis SigniT da gareT mimdinare cvlilebebi. is aZlevs menejerebs SesaZleblobas, gansazRvron Tu ramdenad sworad sruldeba winaswar dadgenili strategia. im SemTxvevaSi Tu kompania sistematiurad axorcielebs kontrols, SesaZlebeli xdeba adreul etapze gamovavlinoT Secdomebi da aRmofxvraT isini. kontrolis procesi aris cikluri, romelic moicavs xelmZRvanelobis yvela dones. is Sedgeba oTxi stadiisagan (ix. nax.# 13). pirvel stadiaze umaRlesi donis mmarTvelebi adgenen standartebs, anu organizaciis saqmianobis Sefasebis kriteriumebs. is standartebi, romlebic gamoiyeneba kontrolisaTvis unda iyos mWidrod dakavSirebuli strategiul miznebTan.

strategiuli miznebis dadgena

standartebis dadgena

saqmianobis Sefaseba

standartebis Sefaseba

saqmianobis koreqtireba

Sefasebis SemTxvevaSi, standartebisa da saqmianobis koreqtireba

saqmianobis Sedegebis standartebTan Sedareba

nax. #13 kontrolis procesi. 225

standartebi is sagegmo davalebebia, romelTa Sesrulebas gegmavs kompania. garda amisa, standartebs SeiZleba mivakuTvnoT arasagegmo davalebani, romlebic did zegavlenas axdens warmoeba-realizaciis procesebze. jeims keizim Tavisi kompaniis saqmianoba daiwyo eqvsi damtarebliT da ori velosipediT, rac safuZvlad daedo am sferoSi moRvawe gigantur kompanias `iunaiTed persel serviss~. amas man miaRwia imis safuZvelze, rom misi kompaniis ZiriTadi mizani gaxda klientebis operatiuli momsaxureba. man daadgina damtarebelTa muSaobis mkacrad kontrolirebadi standartebi. im 198 wesidan, romelic dadgenilia kompaniaSi, aris iseTebi, rogoricaa: emociuri gawonasworebuloba, momsaxure personalis gamorCeuli ieri, mZRolebs ekrZalebaT klientebTan konfliqtebi, klientebis teritoriaze Tambaqos moweva da sxva. [228, p.10]. sakontrolo ciklis meore stadiaze xdeba samianobis Sefaseba kompa-niis yvela doneze. kompaniebi am dros iyeneben, rogorc raodenobriv (raodenobrivi parametrebi), aseve xarisxobrivi (subieqturi) Sefasebebis kriteriumebs. mesame stadiaze, saqmianobis realurad miRweul Sedegebs vudarebT standartebs. menejerebi valdebulni arian, gamoavlinon standartebidan yvela gadaxra da maTi aRmofxvris mizniT, dasaxon qmediTi RonisZiebani. es SeiZleba moxdes ori gziT: unda Seicvalos organizaciis saqmianoba an moxdes standartebis koreqtireba. kontrolis meore yvelaze gavrcelebuli meTodi aris miznobrivi marTva. masSi gamoiyeneba ukve ganxiluli meTodi. nax # naCvenebia miznebisa da amocanebis dadgenis miznobrivi marTvis fazebi . es fazebia: I. pirvel fazaSi organizaciis saerTo strategiuli miznebi daiyvaneba programis yvela monawilemde. es miznebi muSavdeba umaRlesi xel-mZRvanelobis mier saSualo rgolis TanamonawileobiT. II. meore fazaSi saSualo rgolis xelmZRvanelebi amocanebs gansazRvraven dabali rgolis xelmZRvanelebs da zogjer muSebsac. amis Semdeg organizaciis TiToeul wevrs, organizaciis miznebidan gamomdinare, unda gaaCndes Tavisi individualuri gegma. es davalebebi unda ganisazRvros werilobiT. III. mesame fazaSi saSualo donis xelmZRvaneli awyobs Sexvedras programis monawileebTan, sadac konkretuli amocanebidan gamomdinare xdeba saqmianobis Sefaseba. IV. meoTxe fazaSi yvela monawile periodulad (kvartalurad, naxevarwliurad, wliurad) ikribeba, raTa Seafasos strategiuli miznebis Sesrulebis done da es cikli amave periodulobiT meordeba. VIII. 7. kompaniis marTva krizisul situaciebSi yvela biznesis ZiriTadi mizani aris misi sicocxlisunarianobis SenarCuneba da Semdgomi ganviTareba. amasTan, biznesis sferoSi mudmivad Cndeba sxvadasxva tipis problemebi. kompaniis SigniT brZola xelisuflebisaTvis, nakeTobis warumatebloba bazarze, stiqiuri movlenebi da sxva gauTvaliswinebeli movlenebi, SeiZleba gaxdes seriozuli krizisis safuZveli. krizisul situaciebSi marTva, anu gauTvaliswinebeli problemebis gadalaxva, bevrad gansazRvravs kompaniis momaval beds. ase magaliTad, kompaniam `jonson da jonsonma~ orjer SeZlo im krizisuli situaciis daZleva, romelic gamoiwvia mis mier gamoSvebuli preparatis `tilenolis~ moxmarebam, romelmac adamianebSi masobrivi mowamvla gamoiwvia. 226

kompaniam mokle droSi amoiRo es preparati gayodvidan da gaakeTa sazogadoebisaTvis sajaro ganmarteba am problemis irgvliv. magram, praqtikaSi aris sapirispiro SemTxvevebic, rodesac kritikul situaciaSi kompaniis moqmedeba Seqmnili mdgomareobis araadekvaturia. ase moiqca kompania `xeinc kompani~. kritikul situaciaSi misma mcdarma strategiam gamoiwvia kanadaSi arsebuli misi Svilobili kompaniis `star kist fudsis~ saqmianobis SeCereba. `satar fudi~ iqna dadanaSaulebuli erTi milioni cali gafuWebuli xorcis konservis realizaciaSi. am produqciis realizacia kanadis sanitarulma samsaxurma Tavdapirvelad SeaCera, xolo Semdgom, rac am saqmeSi Caeria kanadis mTavrobis maRali rangis warmomadgeneli. am danaSaulebrivi saqmianobis presaSi gaxmaurebis Semdeg kompania `xeincic~ da `star-kistic~ cdilobdnen am faqtis damalvas, rac maT sakmaod Zviri daujdaT. maT jer dakarges kanadis am produqciis bazris 50 procenti da Tavisi Semosavlebis 90 procenti, xolo Semdgom, 1989 wlidan, qveyanaSi ganviTarebulma krizisulma movlenebma gamoiwvia `star kistis~ sabolood daxurva. [151, p.p. 14-19]. is kompaniebi, romlebic ar emzadebian seriozulad kritikuli situaciisaTvis, rogorc wesi, mTel rig Secdomebs uSveben. krizisul situaciaSi yvelaze didi Secdoma aris: problemis seriozulobis gauTavisebloba an kompaniis mier am situaciis damalva. saboloo jamSi kompania iZulebuli xdeba, aRiaros krizisi, rasac mohyveba naCqarevi da cudad mofiqrebuli nabijebi. specialistebis azriT, gadamwyveti mniSvneloba krizisis daZlevisaTvis gaaCnia pirvel dReebs. upirveles yovlisa, aucilebelia sazogadoebis da kompaniis TanamSromlebs ganumartoT krizisis Sinaarsi, amavdroulad, unda SemuSavdes krizisis daZlevis strategia. swori moqmedebis strategiis dadgena ara aris rTuli im SemTxvevaSi, Tu kompaniis xelmZRvaneloba winaswar emzadeba krizisuli situaciisaTvis. Tanamedrove kompaniebi krizisul situaciebTan brZolisaTvis qmnian specialur gundebs. es aris kargad organizebuli gamocdili muSakebiT dakompleqtebuli specialistebis jgufi, romelic saqmianobis gaSlas iwyebs mxolod sagangebo situaciaSi. es gundebi adgenen kompaniis yvelaze sust adgilebs, aanalizeben ganvlil Secdomebs, amuSaveben siZneleTa daZlevis strategias. gundebi winaswar axdenen SesaZlo siZneleebis variantebis prognozirebas, Sesabamisad, gansazRvraven am situaciaSi moqmedebis gegmas. maT mier winaswar Sedgenilia Cveulebrivi da krizisuli situaciisaTvis kompaniis strategiuli miznebis realizaciis modeli. krizisuli situaciebisaTvis yvelaze ufro kargad momzadebuli kompaniebi axdenen am situaciis daZlevis imitirebas. 1992 wels los-anJelesSi momxdari masobrivi mRelvarebis dros (rac gamoiwvia im oTxi TeTrkaniani policielis gamarTlebam, romlebic fizikurad gauswordnen erT-erT zangs) kompania `arkos~ antikrizisuli gundi mzad aRmoCnda muSaobisaTvis. am masobrivi areulobis pirobebSi im 132 benzin gasamarT sadguris saqmianoba, romlebic areulobaTa epicentrSi aRmoCndnen, krizisuli marTvis gegmaSi winaswar iyo gawerili. miuxedavad imisa, rom gegma exeboda afeTqebis, miwisZvris, xanZris, stiqiuri ubedurebis SemTxvevebs, kompania `arkos~ antikri-zisulma jgufma is mcire koreqtirebiT aamoqmeda, riTac SeeZlo SesaZlo zaralis sruli gakontroleba. [257, p.28] mimoxilviTi SekiTxvebi: 1. ra mniSvneloba gaaCnia da ra igulisxmeba marTvaSi? 227

2. ratom aris komunikaciis unari esoden mniSvnelovani yvela donis menejerisaTvis? 3. ratom aris biznesSi yvelaze mniSvnelovani adamianebTan urTierToba? 4. rogoria gadawyvetilebaTa miRebis procesis ZiriTadi elementebi? 5. riT gansxvavdeba erTmaneTisagan marTvis miznebi da amocanebi? 6. rogoria sakontrolo ciklis mniSvneloba kompaniis saqmianobisaTvis? 7. ra igulismxmeba situaciur marTvaSi? 8. rogoria krizisul situaciaSi marTvis mizani?

TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. daaxasiaTeT marTvis sami done? marTvis umaRles dones ekisreba organizaciis mTlianobaSi xelmZRvaneloba. marTvis saSualo done valdebulia, moaxdinos im amocanebis gadawyveta, romlebic dasaxulia umaRles doneze, operatiuli mmarTvelebi axdenen qveSevrdomebis saqmianobis koordi-nacias. 2. CamoTvaleT marTvis procesis oTxi safexuri? es safexurebia: dagegmva, organizacia, xelmZRvaneloba da kontroli. 3. riT gansxvavdeba erTmaneTisagan strategiuli, taqtikuri da operatiuli gegmebi? strategiul gegmebs amuSaveben umaRlesi donis menejerebi oridan xuTi wlis vadiT. amis Semdgom muSavdeba taqtikuri gegmebi, romlebic taqnikuri miznebis misaRwevad da strategiuli gegmebis mxardasaWerad aris gamiznuli. isini moicaven erTidan sam wlamde periods, xolo operatiuli gegmebi operatiuli miznebis misaRwevad da taqtikuri gegmebis mxardasaWerad gamiznulia. isini moicaven erT wlamde periods da muSavdeba marTvis qveda doneebze. 4.daaxasiaTeT momuSaveTa Statebis dakompleqteba, rogorc sammarTvelo saqmianobis ZiriTadi elementebi. Statebis dakompleqteba es aris kadrebis SerCevis da samuSaoze miRebis procesi. is moicavs xelfasis zomis dadgenas, momuSaveTa swavlebas da maTi saqmianobis Sefasebas. 5. dagvixasiaTeT xelmZRvanelobis sami stili? xelmZRvanelobis stilebia: avtoritaruli, demokratiuli da Caurevloba, TiToeuli misaRebia konkretul situaciaSi. avtioritaruli gamoyeneba maSin, rodesac gadawyvetileba misaRebia operatiulad; demokratiuli, rodesac gadawyvetilebis miRebaSi sasurvelia TanamSromlebis monawileoba. Caurevlobis stili gamoyeneba maSin, rodesac aucilebelia Semoqmedebis waxaliseba. miuxedavad qcevis am sami stilis sxvaobisa, xelmZRvaneli TiToeuli maTgans situaciidan gamomdinare iyenebs. 6. CamogviTvaleT kontrolis procesis oTxi etapi? es etapebia: 1) organizaciis strategiuli miznebidan gamomdinare strategiebis SemuSaveba. 2) saqmianobis faqtiuri Sedegebis Sefaseba, 3) am Sedegebis Sedareba dadgenil standartebTan; 4) makoreqtirebeli zomebis miReba. 7. CamogviTvaleT is zomebi, romelsac kompaniebi mimarTaven krizisul situaciaSi? 228

es zomebia: I. gavacnoT muSakebs da sazogadoebas problemis Sinaarsi; II. SevecadoT warmoqmnili problemis marTvas; III. SevqmnaT kritikul situaciebze swrafi reagirebis jgufi, IV. SevimuSaoT krizisul situaciebSi moqmedebis gegma; V. movaxdinoT situaciis imitirebis gziT problemebis gadawyvetis demonstrireba.

229

230

Tavi IX biznesis organizaciuli struqtura

mewarmeoba sazogadoebis ganviTarebis sakvanZo fenomenia. i. Sempeteri ekonomikur gadmoscemen, problemebs isini arasworad ganxilulia

rodesac

mxolod statikuri wonasworobis (moTxovnisa da miwodebis) TvalsazrisiT da ara ekonomikis organuli zrdis poziciebidan.

a. marSali

am TavSi Tqven gaecnobiT:

1.biznesis organizaciuli struqturis Seqmnis mizans; formalur organizaci-ul struqturas; ve-rtikalur struqtu-ras, xazobrivStabur organizacias; marTvis normas; centraliz-acias da decentrali-zacias. 2.struqturuli qvedanayofebis organizacias; gundebis formirebis principebs; matricas; qsels; horizontalur stru-qturas.

3.araformalur organizaciul struqturas; korporaciul kultu-ras; Sida safirmo urTierTobaTa sistemas; piradi kavSirebis gafarToebas.

231

IX. 1. biznesis organizaciuli struqturis arsi da mniSvneloba kompaniis strategia efuZvneba mis organizacias. maSin, rodesac strategiuli dagegmva gansazRvravs ra unda gaakeTos kompaniam, organizaciuli struqtura adgens, Tu ra raodenobis resursebia saWiro dasmuli amocanis gadasawyvetad. rogorc aRiniSna, organizacia aris adamianTa jgufi, romelTa Soris urTierTkavSiri ganisazRvreba saerTo mizniT. organizacia muSaobs gamarTulad im SemTxvevaSi Tu arsebobs xelisuflebis balansi. xelisuflebis balansis ZiriTadi kanonis Sesabamisad `a~ piris zemoqmedebis done `b~ pirze ganisazRvreba `b~ piris `a~ pirze damokidebulebis doniT. xelisuflebis balansis sqema warmodgenilia nax. #14 _ Si.
xelmZRvanelis xelisufleba qveSevrdomze qveSevrdomis damokidebuleba xelmZRvanelze qveSevrdomis damokidebuleba xelmZRvanelze xelmZRvanelis damokidebuleba qveSevrdomze

nax. #14 xelisuflebis balansis sqema.

rogorc naxatidan Cans, xelmZRvanelis xelisuflebis amaRleba SesaZlebelia maSin, rodesac qveSevrdomis damokidebuleba xelmZRvanelze izrdeba da piriqiT _ qveSevrdomebis xelisuflebis amaRleba qveSevrdomze miiRweva maSin, rodesac izrdeba xelmZRvanelis damokidebuleba qveSevrdomebze. Tu xelmZRvanelis damokidebuleba qveSevrdomis xelisuflebaze metia, vidre qveSevrdomisa _ xelmZRvanelis xeli-suflebaze, maSin xelisuflebis balansi irRveva, rac aris organizaciaSi warmoqmnili mmarTvelobiTi disbalansis mizezi. es rom ar moxdes, aucilebelia racionaluri organizaciuli struqturis danergva. organizaciuli struqtura menejerebis mier gansazRvruli formaluri wesebis erTobaa, romelic dadgenilia:

1.Sromis danawilebis Sedegad calkeul TanamSromelTa Sromis oficialuri davalebebis ganawilebisaTvis; 2. mmarTvelTa kontrolis sferos dadgenisa da qveSevrdomebis funqciebis gansazRvrisaTvis; 3. yvela im funqciis koordinatisaTvis, romelic aucilebelia organizaciis, rogorc erTiani meqanizmis saqmianobisaTvis. organizaciis struqturuli sqemebi erTi SexedviT msgavsia. amasTan, warmoebis specifikidan gamomdinare, isini erTmaneTisagan gansxvavdebian. organizaciis struqturuli sqema gviCvenebs organizaciaSi marTvis ierarqiis doneebs. masSi kargad aris warmodgenili is, Tu vin vis eqvemdebareba da vin vis winaSea pasuxismgebeli. moxmarebis sagnebis mwarmoebeli msxvili kompaniis struqturuli sqema SeiZleba warmosdges Semdegi saxiT (ix. nax. #15)

direqtorTa sabWo

iuridiuli ganyofilebis ufrosi

prezidenti

vice-prezidenti marketingis dargSi

finansuri direqtori

vice-prezidenti warmoebis dargSi

vice prezidenti produqciis transportirebisa da Senaxvis dargSi

gayidvebis menejeri

menejeri bazris Seswavlis dargSi

menejeri sagareo kavSiris ,reklamis, saqonlis winsvlis dargSi

menejeri warmoebis informaciuli sistemis dargSi

mTavari buRalteri

menejeri safinanso dagegmvaS i

menejeri transportis dargSi

menejeri produqciis Senaxvis dargSi

menejeri warmoebis dargSi

dilexebis xelmZRvaneli

SekveTebis xelmZRvaneli

pirdapiri miyidvis samsaxuris xelmZRvaneli

sagareo ganyofilebis ufrosi

Sesyidvebis ganyofilebis gamge

saproeqto sakonstruqtor o ganyofilebis gamge

xarisxis kontrolis ganyofilebis gamge

prognozirebis samsaxuris xelmZRvaneli

fasebis analizis samsaxuris xelmZRvaneli

konkurenciis analizis samsaxuris xelmZRvaneli

saqonlis winsvlis menejeri

sazogadoe basTan urTierTobis menejeri

reklamis samsaxuris menejeri

naxati 15. msxvili kompaniis struqturuli sqema organizaciuli struqtura iZleva SesaZleblobas, rom TiToeulma muSakma gaiTavisos misi adgili kompaniaSi da miiRos materialuri da moraluri stimuli mis mier kompaniis saqmianobaSi Setanili wvlilisagan. amasTan, aseTi struqtura aris pirdapiri gza, gadavideT strategiuli dagegmvidan mis realizaciaze. amdenad, organizaciuli struqturis gareSe SeuZlebelia muSakebis saqmianobis koordinacia da saukeTesod Sedgenili gegmebic ki ararealizebuli darCeba. msoflioSi nebismier kompanias gaTavisebuli aqvs is, rom racionaluri organizaciuli struqtura konkurentul brZolaSi did upiratesobas iZleva. amis naTeli magaliTia kompania `megre~, romelic specializdeba sastumro da sarestorne biznesze. Zmebma megreliSvilebma es biznesi daiwyes 1995 wels da maTi warmateba dakavSirebuli iyo im codnasTan, romelic maT gaaCndaT sastumro da sarestorne biznesis sferoebSi. maTi firmis organizaciuli struqtura agebulia ojaxuri biznesis principebze, sadac Zmebi da maTi Svilebi momsaxurebas warmoebis da marTvis procesSi erToblivad monawileoben. kompaniis warmateba gansazRvrulia imiT, rom masSi TiToeuli muSaki cdilobs Tavisi saqme saukeTesod Seasrulos. kompania `megre~-s warmatebis ZiriTadi faqtori aris is organizaciuli struqtura, romelic qmediTunariania. is Semdegi saxiT (ix. nax #16). gamoiyureba

kompaniis xelmZRvaneloba: ufrosi Zma

mTavari menejeri _ umcrosi Zma

buRalteri _ umcrosi ZmisSvili

mommaragebeli _ ufrosi ZmisSvilebi

reklamisa da marketingis ganyofilebis ufrosi _ ZmisSvili

nax #16 kompania `megres~ struqturuli sqema am struqturul sqemaSi aris warmodgenili saqmianobis yvela is sfero, romelic aucilebelia sportuli avtomanqanebis warmoebisaTvis, masSi mkafiod aris ganawilebuli yvelas funqciebi da movaleobani. ufro msxvil kompaniebSi Sromis funqcionaluri danawileba ufro racionaluri da formalizebulia. yvela kompania irCevs im struqturas, romelic aucilebelia misi miznebis realizaciisaTvis. mravali kompania safuZvlad iRebs mkacrad formalizebul organizaciul struqturas, romelic Sedgeba marTvis ierarqiis sxvadasxva doneebze mkacrad koordinirebuli muSebisa da sammarTvelo menejerebisagan. arsebobs iseTi struqturebic, sadac marTvis ierarqiis calkeuli doneebi SedarebiT mcire, magram efeqturia.

arsebobs ori tipis organizaciuli struqtura: 1. formaluri, 2. araformaluri. termini formaluri niSnavs, rom organizaciuli struqtura strategiuli miznebis miRwevis mizniT specialuradaa SemuSavebuli menejerebis mier. amdenad, formaluri organizaciuli struqtura, es aris im amocanebis gadawyvetis oficialuri gegma, romelic aucilebelia miznis realizaciisaTvis. [214,p,336]. organizacias SeiZleba gaaCndes araformaluri struqtura, romlis Sesaxeb msjeloba qvemoT gveqneba. rodesac kompaniis xelmZRvaneloba gvTavazobs misi marTvis principebis gansazRvras da am mizniT adgens struqturul sqemas, xdeba organizaciis moqmedebis gegmis formalizeba. sxva sityvebiT rom vTqvaT, struqtura iqmneba im formiT, rom is iyos gasagebi da gadaecemodes marTvis ierarqiis erTi donidan meores. imisaTvis, rom SevimuSaoT kompaniis organizaciuli struqtura, menejerebma am procesSi unda gaiaron sami safexuri: 1. vertikaluri struqturis formireba (samuSao adgilebis Seqmna Sesasrulebeli samuSaos konkretuli funqciis mixedviT); 2. ganyofilebebis da qveganyofilebebis formireba (samuSao adgilebis gaerTianeba ganyofilebaSi da qveganyofilebaSi); 3. horizontaluri struqturis formireba (yvela im funqciis koordinireba, romlebic warmoaCenen kompanias, rogorc erT mTlian meqanizms). am safexurebidan erT-erTis ignorirebam SeiZleba kompanias seriozuli problemebi Seuqmnas. saukeTeso dagegmarebis pirobebSic ki, yvela muSaks, dawyebuls prezidentidan da damTavrebuls ubralo muSamde mkafiod unda esmodes is, Tu vin Rebulobs gadawyvetilebebs, rogor nawildeba organizaciis SigniT funqciebi da rogor unda moxdes erToblivi saqmianobis organizacia strategiuli miznebis miRwevis mizniT. IX. 2. vertikaluri organizaciuli struqtura vertikaluri struqtura gansazRvravs marTvis organizaciuli rgolebis vertikalur urTierTkavSirs umdablesidan umaRles rgolebamde. gansazRvraven ra organizaciis miznebs, umaRlesi donis menejerebi axdenen konkretuli amocanebis formirebas, romelTa dani-Snuleba aris organizaciis miznebis realizacia. Tanamedrove kompaniebs uxdebaT uamravi amocanis gadawyveta, romelTa realizacia SeiZleba mxolod im SemTxvevaSi Tu maT davyofT operaciebad. amdenad, es procesi SeiZleba daxasiaTdes, rogorc Sromis danawileba. 1776 wels Sotlandielma ekonomistma adam smitma, pirvelad SeamCnia, rom Tu qinZisTavis dasamzadeblad aucilebel yvela operacias Seasrulebs cal-calke 10 muSa, maT SeuZliaT daamzadon dReSi 200 qinZisTavi, magram Tu TiToeuli maTgani dasaqmdeba mxolod erT romelime operaciaze, maT dReSi SeuZliaT 48 aTasi qinZisTavis warmoeba. amdenad, Sromis danawileba aCqarebs warmoebis process, rac dakavSirebulia TiToeuli muSakis daxelovnebasTan ama Tu im operaciis Sesrulebaze, anu specializaciaze. erTi da igive operaciaze daspecializeba SesaZleblobas aZlevs muSaks, aamaRlos Sromis nayofiereba. amasTan, Sromis monotonuroba dakavSirebuli viwro specializaciasTan axSobs mis stimuls, radganac monotonuri Sroma aqrobs Sromis procesisadmi SemoqmedebiT midgomas. [240,p,249] amitomac

aris, rom organizaciebi cdiloben, moZebnon balansi specializaciasa da Sromis motivacias Soris. organizacia muSaobs ufro motivirebulad im SemTxvevaSi, Tu muSakebma ician ara mxolod is, Tu ra akeTon da rodis akeTon, aramed isic vi uwevs maT mier Sesrulebul samuSaos zedamxedvelobas. amitom, organizaciis menejerebma unda mianiWon farTo uflebamosileba im muSakebs, romlebic ewevian Sromis Sedegebis kontrols. yvela organizaciaSi muSakebs gaaCniaT uflebamosilebani, anu maT unda Seasrulon dakisrebuli funqciebi da moaxdinon im miznebisa da amocanebis realizacia, romlebic gamomdinareobs maTi Tanamdebobidan. muSakebi maTi zemdgomi organos winaSe pasuxs ageben Sesrulebul samuSaoze. aseT daqvemdebarebas ewodeba SromiTi pasuxismgebloba. xelmZRvanelebi pasuxs ageben imaze, rom maTi kompetenciis farglebSi yvela muSakma Seasrulos dakisrebuli movaleoba. amasTan, isini iyeneben saxelisuflo rwmunebis princips. ukanasknelSi igulisxmeba organizaciis miznebisa da amocanebis realizaciis mizniT gadawyvetilebaTa miRebis, brZanebis gacemis, resursebis ganawilebis ufleba. erT adamians ar SeuZlia, gaiTavisos yvela SromiTi rwmuneba, amitom TanamSromlebs Soris xdeba uflebaTa ganawileba, rasac uflebaTa delegireba ewodeba. uflebaTa delegireba es aris rTuli procesi. uflebaTa delegireba SeiZleba moxdes sxvadasxva masStabebiT. magaliTad: 1. Tu muSakma miiRo brZaneba gaburRos sagani, man unda aiRos sawyobidan burRi, anu mas gadaecema es viwro ufleba. 2. Tu gamyidveli pasuxs agebs saqonlis realizaciaze, mas evaleba mxolod es da ara aqvs misi momaragebis ufleba. 3. Tu menejerebis uflebebSi Sedis produqciis warmoebis moculobis zrda, mas unda gaaCndes imis uflebac, rom daiqiraos muSaxeli, dauniSnos mas xelfasi, Seitanos Sromis organizaciis procesSi yvela aucilebeli koreqtivebi. amdenad, Tavisi funqciis Sesasruleblad yvela muSaks unda gadaeces uflebebis is raodenoba, romelic organizaciis winaSe dasmuli amocanis gadasawyvetad aris aucilebeli. yovel vertikalur struqturas gaaCnia uflebamosilebis ganawilebis gansazRvruli arxebi da informaciis gacvlis wyaroebi. anawilebs ra davalebebs, uflebamosilebas da movaleobebs, vertikaluri struqtura axdens urTierT daqvemdebarebis sistemis formirebas. urTierT daqvemdebarebaSi igulisxmeba xelisuflebis vertikali, rome-lic erTmaneTTan akavSirebs mis sxvadasxva Stoebs. urTierT daqve-mdebarebiT ganisazRvreba, Tu vin iZleva gankargulebebs da vin vis emo-rCileba. urTierT daqvemdebareba dakavSirebulia or ZiriTad principTan: _ yvela muSaki eqvemdebareba mxolod erT xelmZRvanels; _ organizaciul struqturaSi xelisufleba vrceldeba yvela muSakze da moiTxovs maT mkacr koordinacias davalebebis Sesrulebis procesSi. ganasxvaveben urTierT daqvemdebarebis or yvelaze metad gavrcele-bul formas: 1) xazobrivs; 2) xazobriv-Staburs. urTierTdaqvemdebarebis yvelaze martivi da da gavrcelebuli aris xazobrivi organizaciuli struqtura, romelSic xdeba xelisuflebis delegireba zemodan qvemoT. yvelam icis Tu vin vis eqvemdebareba. amitomac, martivia imisi dadgenac, Tu vis ekuTvnis umaRlesi xelisufleba. aseTi struqtura warmodgenilia (nax. # ) Si.

is firmebi, romlebic am tipis struqturiT xasiaTdebian sargebloben rigi upiratesobebiT: imdenad, ramdenadac am struqturaSi menejerebma ician TavianTi uflebamosilebani, maTi kompetenciis farglebSi gadawyvetilebani miiReba swrafad, gamartivebulia disci-plinis dacva, advilad xdeba saqmiani urTierTobebis arxebis dadgena. simartivis gamo xazobrivi organizacia iafia. miuxedavad am upiratesobebisa, xazobriv organizacias gaaCnia naklovanebac. esenia: pirveli, radganac yvela gadawyvetileba miiReba centralizebulad, iniciativiani muSakebi SezRudulebi arian, rac arTulebs maT samsaxurebriv zrdas. meore, kompaniis saqmianobis masStabebis zrdam SeiZleba, gamoiwvios daqvemdebarebis rgolebis gadideba, rac amcirebs informaciis gacvlisa da gadawyvetilebaTa miRebis siCqares. Semdegi organizaciuli struqtura aris xazobriv Staburi, romelic xasiaTdeba specializaciisa da mmarTvelobiTi kontrolis urTierTSeTanwyobiT. am organizaciuli struqturis dros, mkafiod aris gansazRvruli zemodan qvemoT daqvemdebareba, amasTan, is moicavs im funqcionaluri muSakebis jgufs, romlebic imyofeba administraciuli aparatis uSualo daqvemdebarebaSi. rogorc wesi, xazobrivi organizacia organizaciis ZiriTadi saqmianobis marTvas moicavs. administraciuli aparati srulyofs marTvis xazobriv struqturas specializebuli konsultaciebisa da damatebiTi momsaxurebis gziT. aparatis muSakebi ar Sedian xazobrivi organizaciis daqvemdebarebul rgolebSi. xazobrivi organizaciuli struqturis mTavari upiratesoba mdgomareobs imaSi, rom nebismier dros SesaZlebelia, marTvis formalur struqturaSi axali damatebiTi specialistebis CarTva. xazobriv Staburi warmogvidgeba nax. #15-ze. marTvis struqturis gamartivebuli sqema

prezidenti

iuridiuli ganyofileba

vice-prezidenti warmoebis dargSi

vice-prezidenti finansebis dargSi

vice-prezidenti marketingis dargSi

mTavari buRalteri

komerciuli direqtori

nax. #15 xazobriv Staburi marTvis struqtura amdenad, xazobriv Staburi marTvis struqturaSi muSakebis erTi nawili imyofeba marTvis pirdapir daqvemdebarebul ierarqiaSi, meore warmoadgens aparats da eweva xazobrivi xelmZRvanelobis damatebiT momsaxurebas. amasTan, es aparati emorCileba uSualod umaRles xelmZRvanels. IX. 3. marTvis norma adamianebis raodenoba, romelic uSualod eqvemdebareba menejers, Seadgens marTvis normas an misi kontrolis sferos. maSin, rodesac menejers eqvemdebareba adamianebis didi raodenoba, is xasiaTdeba marTvis maRali normiT, xolo rodesac es cifri mcirea, marTvis norma dabalia. Tu firmaSi dasaqmebul menejerebs gaaCniaT marTvis maRali norma, mcirdeba menejerebis raodenoba. amdenad, marTvis norma menejerebis odenobis pirdapir proporciulia. mTavaria, davadginoT, Tu erT menejers ramdeni adamianis marTva SeuZlia efeqtianad. ar arsebobs marTvis idealuri normis dadgenis formula. menejmentSi mTavaria, Tu ramdenad efeqtianad Sromoben adamianebi erToblivad da ramdeni kaci emorCileba erT menejers. amasTan, gansazRvruli faqtorebis raodenoba zegavlenas axdens muSakebis im raodenobaze, romlis marTvac efeqtianad SeuZlia erT menejers. maT Sorisaa: menejeris individualuri Tvisebebi, muSakebis Tvisebebi, maTi motivaciis saxeobebi da saqmianobis sfero. rogorc wesi, maRalkvalificirebul muSakebs ufro naklebad sWirdebaT marTva, vidre

dabalkvalificirebuls. profesionalebisa da mecnierebisagan Semdgari organizacia xasiaTdeba marTvis maRali normiT. [201,p,41] marTvis norma damokidebulia kompaniaSi ierarqiis doneebze. am faqtoris mixedviT, marTvis struqtura SeiZleba iyos maRali an brtyeli. maRali struqtura xasiaTdeba marTvis ufro dabali normiT da ierarqiis meti doneebiT (ix. nax. #16). brtyeli struqtura xasiaTdeba marTvis ufro maRali normiT da ierarqiebis ufro naklebi doneebiT (ix. nax. #17).

generali

polkovniki

polkovniki

maiori

maiori

kapitani

kapitani

kapitani

serJanti

serJanti

serJanti

kaprali

kaprali

kaprali

rigiTi

rigiTi

rigiTi

rigiTi

rigiTi

rigiTi

nax. #16 maRali oganizaciuli struqtura armiaSi. es struqtura xasiaTdeba ierarqiis mravali doniT, yovel doneze marTvis mcire rgolebiT, anu yvela menejers emorCileba xelqveiTTa mcire odenoba. maRali struqturebi aparatis SenaxvisaTvis did saxsrebs moiTxovs, radganac menejerebis odenoba izrdeba, xolo ierarqiuli doneebis simravle anelebs saqmiani urTierTobis procesSi gadawyvetilebaTa miRebis siCqares. am tipis struqturaSi rTulia movaleobebis gansazRvra, gaZnelebulia pasuxismgeblebis dadgena, samuSao xasiaTdeba mravali rutinuli davalebebiT. [123,p,310] imisaTvis, rom daiZlios is problemebi, romlebic axasiaTebs maRal struqturebs da avamaRloT maTi efeqtianoba, kompaniebi bolo wlebSi

mimarTaven Statebis Sekvecas: rogorc wesi, es procesi exeba saSualo rgolis menejerTa da muSebis raodenobis Sekvecas. 10 wlis win `jeneral eleqtrikSi~ kompaniis umaRles xelmZRvanelobasa da muSebs Soris imyofeboda daaxloebiT aTi mmarTvelobiTi rgoli. dReisaTvis maTi raodenoba dayvanilia xuTamde. [123,p,117].

kaTalikosi

mitropoliti

mitropoliti

mitropoliti

mitropoliti

mRvdelmTavari

mRvdelmTavari

mRvdelmTavari

mRvdelmTavari

mRvdelmTavari

mRvdelmTavari

mRvdelmTavari

mRvdelmTavari

nax. #17 brtyeli organizaciuli struqturis magaliTi marTlmadidebel eklesiaSi. mmarTvelobiTi ierarqiis done damokidebulia imaze, Tu rogoria gadawyvetilebani. isini SeiZleba iyos: centralizebuli an decentralizebuli centralizaciis dros gadawyvetilebaTa miRebis ufleba koncentrirebulia marTvis zeda eSelonebSi, decentralizacia ki axdens mis delegirebas marTvis ufro dabali doneebisaken. centralizacia xasiaTdeba rigi upiratesobebiT: is amartivebs vertikalur kordinacias (gadawyvetilebebi moZraoben zevidan qvemoT), iZleva SesaZleblobas, gamoviyenoT organizaciis marTvis mdidari gamocdileba, romelic gaaCnia xelmZRvanelebs, axdens xelisuflebis koncentracias marTvis zeda doneebSi. decentralizaciasac gaaCnia upiratesobani: imdenad, ramdenadac gadawyvetilebaTa delegireba xdeba marTvis qveda doneebisaken, mcirdeba zeda donis mmarTvelebis datvirTva. Cndeba stimulebi qveda doneze pasuxismgeblobis amaRlebisa da saqmis ufro motivirebulad warmarTvisaTvis. decentralizebul struqturaSi xelmZRvanelobasTan SeTanxmebuli aris sakiTxTa ufro mcire wre, rac iZleva drois ekonomias. [123,p,352]. sad gadis zRvari marTvis decentralizaciasa da centralizacias Soris da rogoria maTi optimaluri Tanafardoba. es sakiTxi individualuria yvela kompaniisaTvis. ase magaliTad, kompania `kembel sup~-isaTvis ufro optimaluria decentralizacia, radganac is exmareba regionul menejerebs, iqonion mWidro kontaqti adgilobriv klientebTan. bolo wlebSi daisaxa decentralizaciis tendencia, radganac is xels uwyobs efeqtianobis amaRlebas, aCqarebs gadawyvetilebaTa miRebis operatiulobas da qmnis axal realobaSi

warmoebis adaptaciis pirobebs. miuxedavad amisa, kompania `makdonaldsma~ daadastura, rom warmoebis zoma da centralizacia SeiZleba aRmoCndes upiratesobac ki konkurencul brZolaSi. [241,p,28] ierarqiis SerCevis swori xerxi aris damokidebuli warmoebis individualobaze, misi swori dadgena aris specifikuri sakiTxi, romelic yvela organizaciis mier situaciidan gamomdinare zustdeba.

IX. 4. qvedanayofebis struqturis formireba qvedanayofebis struqturis formireba niSnavs, rom organizacia axdens TavianTi muSakebis dajgufebas ganyofilebebSi, romlebic Semdgom erTiandebian ufro msxvil struqturul erTeulebSi. qvedanayofebis struqtura mniSvnelovan zegavlenas axdens mTlianad organizaciis saqmianobaze. ganyofilebebSi muSakebi SeiZleba gaerTiandnen funqciebis (adamianebis mier Sesasrulebeli funqciebis), specializaciis (produqciis, teqnologiuri procesis), gundebis proeqtebis, matricebis (funqcionaluri da specializebuli qvedanayofebis) da qselebis (eleqtronuli urTierTobis sistemis) mixedviT. qvedanayofebis es tipebi ar ewina-aRmdegebian erTmaneTs da amitom aris, rom isini zogjer urTierT Sevsebis mizniT kompleqsurad gamoiyeneba. adamianebis mier Sesasrulebeli funqciebis mixedviT, qvedanayofebis formireba aris maTi funqcionaluri danawileba. muSakebs ajgufeben codnis, gamocdilebisa da gamosayenebeli resursebis mixedviT. am principze aris agebuli sawarmoo da marketingis ganyofilebebi, kadrebi, buRalteria da sxva. kompaniebi damoukideblad amuSaveben struqturuli qvedanayofebis sqemebs maT mier Sesasrulebeli funqciebis mixedviT, rogorc es Cans nax # Jurnal `fobs~-Si moqmedebs oTxi funqcionaluri ganyofileba: redaqciuli, sareklamo, sawarmoo, gavrcelebis. yvela ganyofileba aris damoukidebeli da gaaCnia Tavisi biujeti, muSaobis ganrigi. amasTan, calkeuli ganyofilebebi konkretul sakiTxebTan mimarTebiT urTi-erTqmedeben garkveul doneze. ase magaliTad, sareklamo ganyofi-lebis gamgem sawrmoo ganyofilebis gamges SeiZleba SeuTanxmos feradi reklamebis odenoba JurnalSi. qveganayofebi, romlebic igeba samuSaos funqciebis mixedviT organizacias rig upiratesobebs, aZlevs kerZod: resursebis efeqtiani gamoyenebis, saqmis ufro siRrmiseuli aTvisebis, profesiuli zrdis, gadawyvetilebaTa centralizaciis SesaZleblobas, rac umaRlesi mmarTvelobis menejerebs umartivebs marTvas, saqmian urTierTobas da maT ganyofilebebTan koordinacias. am struqturebis naklovanebebi aisaxeba SemdegSi: sxvadasxva ganyofilebebs Soris marTvis operatiulobis TvalsazrisiT arsebobs barierebi, dabalia axal garemoebebisadmi SeTavsebadobis done (axali Jurnalis nomeris Seqmna moiTxovs yvela ganyofilebis erTdroul qmedebas), specializaciis da Sromis danawlebis gadametebuli xarisxi, rac iwvevs muSakebis maTi Sromis Sedegebisagan gankerZovebas. [240,p,256]

Jurnali `niu iork Taimsi~

ganyofilebebi

redaqciuli

reklamis

sawarmoo

ganawilebis

nax. #18Jurnal `niu iork Taimsis~ funqcionaluri struqtura ganyofilebebis formireba specializaciis mixedviT, xdeba produqciis erTgvarovnebis, sawarmoo procesis erTianobis, momxmareblebis an geografiuli niSnebis mixedviT. aseT struqturaSi yvela qveganyofileba aris damoukidebeli erTeuli, romelsac miznis misaRwevad gaaCnia Sesabamisi resursebi (nax #). amdenad, aseT struqturul erTeuls ar Wirdeba sxva erTeulebis mxardaWera. ase magaliTad, funqcionalur struqturaSi yvela buRalteri erTiandeba erT ganyofilebaSi, yvela inJinerebi meoreSi, maSin, rodesac specializirebulSi piriqiT, inJinerTa da buRalterTa jgufebi erTiandebian yvela calke aRebuli ganyofilebis mixedviT. [240,p.p,259-262]. ase magaliTad, Jurnali `niu-iork Taimsi~ aerTianebs oTx funqcionalur rgols. amasTan erTad sakuTriv Jurnali aris korporacia `Taims ink-is~ erT-erTi specializebuli rgoli, romelic uSvebs sxvadasxva Jurnalebs `laif-s~, `sportilustreids~, `manis~, `forCuns~, `fifls~ (nax #). `Taims inks~ aqvs specializebuli struqtura, romelic aris dafuZnebuli gamosaSvebi produqciis saxeobaze. sasaqonlo qvedanayofebi damoukidebeli struqturuli erTeulebia, romlebic damoukidebel produqcias (Jurnals) awarmoeben. yvela calke aRebul qvedanayofs gaaCnia Tavisi redaqciuli, sareklamo sawarmoo, gasaRebis ganyofileba, anu Tavisi damoukidebeli funqcionaluri struqtura.

direqtorTa sabWo

direqtorTa sabWos moadgile

aRmasrulebeli direqtori

korporacia `ai-bi-em~

ai-bi-em-is personaluri sistemebi

ai-bi-em-is gamoyenebiTi biznes sistemebi

ai-bi-em-is sawarmoo sistemebi

programuli teqnologiuri uzrunvelyofa

ai-bi-em-is kavSirgabmulobis sistemebi

monacemTa Seyvanis ganyofileba informaciis ganyofileba

3X sistema programuli uzrunvelyofa kompiuteruli mexsiereba

sistemuri produqtebis ganyofileba saerTo produqtebis hanyofilebaA

saerTo teqnologiis ganyofieleba. teqnologiuri sistemebis ganyofileba

kavSirgabmulobis produqtebis ganyofileba

nax #19 korporacia `ai-bi-em-is~ specializebuli struqtura sawarmoo procesis sakvanZo etapebze Seqmnili specializebuli struqtura iyofa teqnologiur qvedanayofad.

korporacia `Taimsi~

Jurnalebi

`Taimi ~

`laifi~

`sport ilustredi~

`mani ~

`forCurni~

`fill~

nax. #20 Jurnal `Taimsis~ funqcionaluri struqtura mTeli rigi organizaciebi axdenen struqturis iseT formirebas, romelic miesadageba momxmareblebis kategoriaTa moTxovnebs. aseTi samomxmareblo ganyofilebebi iqmneba maSin, rodesac momxmareblebis kategoriebs Soris aris mkveTri sxvaoba. ase magaliTad, Jurnal `Taim~-Si sareklamo agentebi orientacias iReben avtomoyvarulTa, kompiuteruli TamaSebis, mogzaurobis da sxva tipis momxmareblebze. (ix. nax. #21).

Jurnali `niu iork Taimsi~ reklamis ganyofileba

wamlebi avtomanqanebi safinanso momsaxureba magari sasmelebi

sadazRvevo momsaxureba

kompiuteruli programebi

Tambaqos nawarmi

mogzauroba yofiTi eleqtroteqnika mowyobiloba biznesi

nax #21 Jurnal `niu-iork Taimis~ samomxmareblo reklamis ganyo-fileba Jurnal `Taimis~ zogierTi saredaqcio da sareklamo operaciebi aris ganTavsebuli teritoriul qveganayofebSi (nax #). `Taim~-s msxvil qalaqebSi reklamis dargSi hyavs ramdenime regionuli menejeri. amasTan, mas gaaCnia sruliad damoukidebeli saredaqcio qseli amerikis mTels teritoriaze. es teritoriuli ganyofilebebi aSuqeben adgilobriv da regionul problemebs.

Jurnali `niu-iork-Taimsi~

sagamomcemlo ganyofileba

sawarmoo ganyofileba

reklamis ganyofileba

gavrcelebis ganyofileba

sanfrancisko

dalari maiami

Cikago

detroiti

klikend

pitsburgi

vaSingtoni

bostoni

sanfrancisko

los -anjelesi

xiustoni

denveri

atlanta

Cikago

detroiti

niu-iorki

vaSingtoni

nax #22 Jurnal `niu iork Taimsis~ funqcionaluri da teritoriuli ganyofilebani specializebul qveganyofilebebs gaaCniaT mravali dadebiTi Tviseba. isini swrafad reagireben cvlilebebze, amitom, ar imyofebian sxva ganyofilebebTan mkacr koordinaciaSi. aseTi struqtura aumjobesebs momxmarebelTa momsaxurebas. masSi umaRlesi donis mmarTvelebi koncentrirebas axdenen kompleqsur problemebze, xolo damwyebi menejerebi iZenen ufro farTo profesiul gamocdilebas. [240,p,121] qvedanayofebs specializaciis mixedviT gaaCniaT TavianTi naklovanebebic. xSir SemTxvevaSi xdeba resursebis dublireba sxvadasxva struqturul rgolebSi, ris gamoc izrdeba danaxarjebi. ganyofilebebs Soris koordinacia sustia, calkeuli ganyofilebebis muSakebi koncentrirebulni arian TavianT viwro amocanebze da ara mTlianad organizaciis miznebze. SeiZleba warmoiqmnas iseTi situacia, rodesac ganyofilebebi kadrebis, fuladi da materialuri resursebis mopovebis mizniT, iwyeben konkurencias, rac organizacias ayenebs zians. [240,p,262] Tanamedrove kompaniebi cdiloben, marTvis procesSi CarTon ufro dabali doneebi, rac aisaxa marTvis gundur principSi. am principis realizaciis Sedegad,

muSakebi funqcionaluri niSniT erTiandebian droebiT an mudmiv gundebSi. gundebi iZleva SesaZleblobas, rom organizaciam dasmul problemaze moaxdinos operatiuli reagireba. isini qmnian SemoqmedebiT, saqmianobis, strategiuli azrovnebis, koordinaciis SesaZleblobas. imisaTvis, rom gaeumjobesebina sadazRvevo polisebiT momsaxureba, kompania `ed asousieiSnma~ Secvala uzarmazari sadazRvevo kompaniis marTvis struqtura da gardaqmna is xazobrivad, romelSic gaerTianda miznobrivi gundebi. am reorganizaciam 10%-iT gazarda momxmareblebTan sadazRveo polisebis gaformebis procesi. [240,p,361]. gundurobas axasiaTebs naklovanebebic. gundis wevrebs Soris maTi ormagi daqvemdebarebis gamo, SeiZleba Seiqmnas konfliqturi situaciebi. gundurobas, rig SemTxvevaSi axasiaTebs gadawyvetaTa miRebis gadametebuli decentralizacia, ris gamoc funqcionaluri menejerebi kargaven gundis winaSe mdgradi amocanebis gadawyvetaze kontrols, xolo gundebis liderebis miswrafeba, xSir SemTxvevaSi, iwvevs korporaciis miznebis meore planze gadanacvlebas. matriculi struqturis dros, muSakebi erTdroulad erTiandebian mudmivfunqcionalur jgufebSi da saproeqto gundebSi (ix. nax #23). am dros gamoiyeneba funqcionaluri da specializebuli struqturuli sqemebi. organizacia iyenebs matricul struqturas maSin, rodesac funqcionaluri qvedanayofebis marTva moiTxvos axal pirobebze swraf reagirebas da muSakebis maRal kvalifikacias. im firmebs Soris, romlebic xelmZRvaneloben am struqturebs aris `proqter end gembl~-i. 30-iani wlebidan es firma menejerebs niSnavda konkretuli saqonlis (sasaqonlo niSnis) mixedviT. maTi mizani iyo iseTi cnobili saqonlis SemuSaveba da marketingi, rogoricaa: sarecxi saSualeba `taidi~, bavSvis erTjeradi safeni `pampersi~, kbilis pasta `kresti~ da sxva.

gamomcemloba

mTavari redaqtori

warmoebis direqtori

mTavari mxatvari

`a~ redaqciis xelmZRvaneli

redaqtori `a~

teqnikuri redaqtori `a~

samxatvro redaqtori `a~

`b~ redaqciis xelmZRvaneli

redqtori `b~

teqnikuri redaqtori `b~

samxatvro redaqtori `b~

nax #23 matriculi struqtura gamomcemlobaSi amis gamo Seiqmna iseTi situacia, rodesac yvela wvrilmani iyo xelmZRvanelobasTan SesaTanxmebeli, rac did dros moiTxovda. garda amisa, calkeul sasaqonlo niSnebze pasuxismgebeli menejerebi erTmaneTs uwevdnen konkurencias. amis gaTvaliswinebiT, kompaniam SemoiRo matriculi struqtura, ris Sedegadac es menejerebi erToblivad gegmaven produqciis gamoSvebis grafikebs, yvela im sakiTxebs, romlebic dakavSirebulia ko-mpaniis saerTo miznebTan. [202,p,31]. erToblivi proeqtis realizaciis mizniT, efeqtiania droebiTi jgufebis Seqmna. muSakebi gadmoyavT specialurad Seqmnil am specializebul jgufebSi, raTa maT ganaxorcielon droebiT proeqtze muSaoba. ase magaliTad, kompania `merki~ proeqtis realizaciis mTel periodze niSnavs proeqtis xelmZRvanels. is valdebulia, gaakontrolos axali ideis moZraobis yvela etapi, sakonstruqtoro samuSaoebiT dawyebuli, damTavrebuli produqciis gamoSvebiT. [203,p,30]. qseluri specializacia SedarebiT axali Seqmnilia. qseluri specializaciis dros, ZiriTadi funqciebi nawildeba calkeul mcire kompaniebsa da firmis Stab-binas Soris erTiani eleqtronuli sistemis meSveobiT. nakeTobis inJineruli damuSaveba, marketingi, buRalteria, samecniero kvleva erT organizaciaSi ar aris warmodgenili, isini iyofian calke organizaciebad da saqmianoben kontraqtiT. aseTi midgoma efeqtiania saerTaSoriso organizaciisaTvis, radganac is iZleva msoflios yvela qveynidan resursebis mozidvis SesaZleblobas. rodesac korporacia `jijinal ekvipmentma~ gadawyvita axali procesoris Seqmna, man mTeli evropis da amerikis specialistebisagan Semdgari gundi Seqmna. eleqtronuli nawili daaproeqtes irlandiaSi, operatiuli sistema masaCusetSi, sqemebi _ inglisSi, warmoeba SotlandiaSi. kompaniebi SeTanxmebebs aRwevdnen kompiuteruli sqemiT. [203,p,21]. am sistemis nakli is aris, rom mas ar gaaCnia saerTo xelmZRvaneloba, garda amisa, Tu erT-erTma kompaniam igrZno sirTuleebi biznesSi, mas SeuZlia, CaSalos qseluri proeqti. muSakebi ar eqvemdebarebian saerTo mizans, isini pasuxs ageben TavianT viwro funqcionalur davalebebze. [200,p,31]. IX. 5. horizontaluri organizaciuli struqtura horizontaluri struqtura SesaZlebels xdis ganyofilebebs Soris saqmianobis koordinacias, amartivebs urTierTobas, informaciis gacvlas, is ar moiTxovs vertikalur doneebze sakiTxebis SeTanxmebas. praqtikaSi damkvidrda horizontaluri koordinaciis sami ZiriTadi saSualeba: 1. informaciuli sistemebi; 2. gundebi da problemuri jgufebi; 3. menejer-integratorebi. informaciis gavrcelebis yvela werilobiTi da eleqtronuli forma qmnis informaciul sistemebs. maT miekuTvneba: I. kompaniaSi da mis gareT informaciis gacvlis werilobiTi saSualebebi: moxsenebebi, angariSebi,

biuletenebi, saqmiani Canawerebi da sxva; II. yvela eleqtronuli sainformacio saSualeba: kompiuterebi, eleqtronuli fosta, seleqtoruli da satelevizio TaTbirebi. eleqtronuli sistemebi iZleva SesaZleblobas, swrafad gadaigzavnos da damuSavdes informaciis didi odenoba, riTac isini mniSvnelovnad aumjobeseben horizontalur koordinacias. problemuri jgufi aris muSakebis garkveuli odenoba, romelic erTi romelime Temis dasamuSaveblad an raime problemis gadasawyvetad droebiT erTiandeba. es praqtika farTod gamoiyeneba mraval kompaniaSi. ase magaliTad, kompania `oriks enerji~ mTlianad eyrdnoba aseTi jgufebis mier SemuSavebul rekomendaciebs. korporaciis saqmianobis efeqturi Secvla SesaZlebeli gaxda 8-10 kaciani problemuri jgufis rekomendaciebis safuZvelze. am jgufebma TavianTi saqmianobiT mogeba damatebiT 75 mln. dolaris weliwadSi misces am kompanias. [129,p.56]. problemuri jgufebis gadawyvetilebani aris sarekomendacio, isini atareben konsultaciur da ara direqtiul xasiaTs. menejeri-integratori es aris xelmZRvaneli, romelic axdens ramodenime funqcionaluri jgufis koordinacias. aseTi menejerebi arian proeqtis, sasaqonlo niSnis, programis xelmZRvanelebi. funqcionaluri menejerebi uSualod xelmZRvaneloben TavianT qveSevrdomebs. amitom, menejer-integratorebi axdenen im jgufebis saerTo koordinacias, romlebic ar imyofebian mTlian funqcionalur daqvemdebarebaSi. mi-uxedavad amisa, menejer-integratorebi aumjobeseben qvedanayofis hori-zontalur koordinacias, axdenen konkretuli proeqtebis SemuSavebas. [214,p,361]. horizontaluri da vertikaluri struqturebis Tanafardoba gansazRvravs koordinaciis marTvis xasiaTs. vertikaluri struqturis upiratesoba vlindeba imaSi, rom is aZlevs kompanias yvela organizaciul doneze mkacri kontrolis SesaZleblobas, qmnis mkacr organizaciul erTobas, axdens vertikalur doneze Zalauflebis centralizacias da komunikaciur urTierTobas. horizontaluri struqtura ki piriqiT _ cvlis funqcionalur damokidebulebas ise, rom horizontalur doneze martivdeba koordinacia. uflebamosilebani da gadawyvetilebaTa miRebis sistema aris decentralizebuli da isini eyrdnobian muSakebis gamocdilebas, kvalifikacias da ara daqvemdebarebis ierarqias. yvelaze optimaluri aris marTvis horizontalur da vertikalur struqturebs Soris wonasworobis miRweva ise, rom maqsimalurad efeqtianad gamoyenebuli iqnas orives upiratesobani. IX. 6. araformaluri organizaciuli struqtura formaluri, vertikaluri da horizontaluri struqturebis miRma nebismier organizaciaSi arsebobs iseTi urTierTobebis forma, romelic ar aisaxeba oficialur struqturul sqemaSi. yvela kompaniaSi arsebobs araformaluri organizaciuli struqtura, anu urTierToba muSakebs Soris araoficialur doneze. araformaluri urTierTobebis dros adamianebi uSualobiT xasiaTdebian rogorc qveSevrdomebisadmi, aseve zemdgomi pirebisadmi. araformaluri urTierTobani miRwevadia mxolod namdvili liderebisaTvis. araformalur organizaciul struqturas aqvs dadebiTi Taviseburebani: is muSakebs aZlevs SesaZleblobas moZebnon TavianTi adgili socialur garemoSi; iZleva gantvirTvis saSualebas stresul, daZabul situaciebSi; amartivebs urTierTobebs organizaciis SigniT; iZleva informaciis swrafi gavrcelebis da liderebis gamovlenis SesaZleblobas. amasTan, araformaluri struqtura ar aris dazRveuli naklovanebebisagan. is SeiZleba qmnides komfliqtur da

winaaRmdegobriv garemos, aris masazrdoebeli niadagi sxvadasxva Woris, yalbi informaciis gavrcelebisaTvis. Tu araformaluri jgufebis mier ar aris gaTavisebuli is Rirebulebani, romlebic deklarirebulia kompaniis mier, isini SeiZleba kompaniis miznebTan winaaRmdegobaSi movidnen. araformaluri organizacia rig SemTxvevaSi ewinaaRmdegeba kompaniis xelmZRvanelobis gegmebs da qmnis keTilganwyobis atmosferos im muSakebisadmi, romlebic qmnian komfliqtur garemos. araformaluri struqtura xasiaTdeba rigi niSnebiT. esenia: 1) xmebis gavrceleba. es aris araoficialuri informaciis gavrce-lebis saSualeba. Woris saxiT gadaicema, rogorc piradi, aseve saqmiani informacia. Worebi vrceldeba, rogorc kompaniis SigniT, aseve kompaniebs Soris. is muSakebi, romelTac gaaCniaT piradi kavSirebi kompaniis xelmZRvanelobasTan xels uwyoben informaciis araoficialur ga-vrcelebas. erTis mxriv, es ar warmoadgens saSiS movlenas, magram zo-gjer uaryofiTi xasiaTis matarebelicaa. xmebis gavrcelebas gamocdili xelmZRvanelebi iyeneben maT mier dasaxuli miznebis realizaciisaTvis. Worebis gavrceleba iZleva warmodgenas imaze, Tu rogor epyrobian muSakebi sakuTar kompanias da ras fiqroben mis saqmianobaze gareSe pirebi. 2) Sidasafirmo urTierTobaTa sistema. masSi igulisxmeba iseTi rTuli movlena, rogoric aris xelisuflebisaTvis brZola, romelic arsebobs nebismier organizaciaSi. adamianTa jgufebi qmnian socialur ierarqias, erTni marTaven, meoreni arian qveSevrdomni. imdenad, ramdenadac Tanamedrove muSakebi did mniSvnelobas aniWeben Tanamdebobriv zrdas da Semosavlebis matebas, isini eZeben am miznebis realizaciis gzebs. amis erT-erTi mTavari instrumenti aris kompaniis SigniT urTierTobaTa sistema. adamianTa erTi jgufisaTvis kompaniis SigniT urTierTobaTa sistema aris is meqanizmi, TavianTi miznebis misaRwevad, romliTac SesaZlebelia sxvadasxva adamianebis ganwyobiT manipulireba. Tu moqmedebis es stili aris ganoyierebuli kompaniaSi arsebuli mikroklimatiT, maSin muSakebs Soris urTierTobani kompaniis SigniT warmoqmnili daZabulobis wyaro xdeba. Sidasafirmo urTierTobaTa sistema rig SemTxvevaSi pozitiur rolsac TamaSobs. ase magaliTad, adamianTa mizandasaxuloba iZleva maT saqmianobaSi dadebiT Sedegebs, xolo is faqti, rom adamianebi ibrZvian aRiarebisaTvis, niSnavs imasac, rom vinc ibrZvis Tavisi Sromis dadebiTi SedegebisaTvis, adre Tu gvian aRwevs Tanamdebobriv zrdas. ukanasknel wlebSi saqmiani urTierTobebis efeqtianobis amaRleba gulisxmobs iseT axal formebs, rogoric aris piradi kontaqtebis gafarToeba da proteqcionizmi. adamianTa bunebaSi Cadebulia is WeSmariteba, rom isini cdiloben, iTanamSromlon im pirovnebebTan, romlebsac kargad icnoben da afaseben, rac warmoadgens safuZvels piradi kontaqtebis gafarTovebis auci-leblobis safuZvels. piradi kontaqtebis gafarToveba moicavs sam ZiriTad elements, esenia: I. Tavis warmoCenis SesaZlebloba (rac ufro met adamianebTan gvaqvs kontaqti, miT meti SesaZlebloba, am TvalsazrisiT davamaxsovroT TiToeul maTgans Cveni Tavi). II. advilad daaxloebis SesaZlebloba. adamianebi biznesSi upiratesobas aniWeben im pirovnebebs, romlebsac gaaCniaT unari, martivad warmoaCinon TavianTi SesaZleblobebi. III. sakuTari imijis Seqmnis unari, anu imis SesaZlebloba, rom srulad warmovaCinoT Cveni kompetencia da saqmiani urTierTobebis. optimisturi, enTuzmiazmiT aRsavse midoma saqmisadmi da cxovrebisadmi, rogorc wesi izidavs sxva adamianebs. [159,p.48].

karieristuli zrdis erT-erTi meTodi mdgomareobs proteqtoris winaSe imijis SeqmnaSi. ukanasknelSi igulisxmeba kompaniis is gamocdili da avtoritetuli muSaki, romelic SemdgomSi SesaZlebelia rekomendatori gaxdes Tqveni karieristuli Tu profesiuli zrdis gzaze. proteqtorTan urTierToba, rogorc wesi, myardeba araoficialur doneze. zogierT kompaniaSi SemuSavebulia specialuri programebi, sadac gawerilia Tu, romeli gamocdili muSaki gauwevs Sefobas damwyeb TanamSromels. kompania `dJiuvelis~ prezidenti da direqtorTa sabWos Tavmjdomare donald perkinsi miuTiTebs _ `me ar vcnob iseT magaliTs, rodesac biznesSi vinme aRwevs warmatebas `sponsorisa~ da damrigeblis gareSe~. [160,p.31].

IX. 6. korporaciuli kultura arsebobs araformaluri organizaciuli struqturis kidev erTi komponenti, romelSic aisaxeba sxva komponentebi. es aris korporaciuli kultura, anu organizaciaSi Seqmnili fsiqologiuri klimati. korporaciuli kultura aris muSakebis ZiriTadi orientiri, is iZleva SesaZleblobas, rom gaigon, Tu ra moTxovnebs uyenebs maT kompania. korporaciuli kultura mJRavndeba kompaniis Sinagan mdgomareobaSi, mis ZiriTad RirebulebebSi, yoveldRiur saqmianobaSi. [271,p.110]. ase magaliTad, `jeneral eleqtriki~ daZabulad muSaobs iseTi atmosferos Seqmnaze, romelSic muSakebs kargad esmiT is pirdapiri kavSiri, romeli arsebobs maT yoveldRiur saqmianobasa da kompaniis bazarze adgils Soris. 112 wliani biurokratiuli, daxuruli warmoebis kulturidan, romelSic SezRuduli iyo Tavisufali azri, kompania gadavida Ria, ndobiT aRsavse urTierTobebze, romlebic astimulirebs SemoqmedebiT aqtivobas. es aris xangrZlivi procesi, romelic moiTxovs mravalwlian Zalisxmevas, xalxis aRzrdas axal garemoSi da swavlas. [179,p.28]. imisaTvis, rom gaverkveT korporaciuli kulturis sxvadasxva tipSi aucilebelia, gaviTvaliswinoT Semdegi rekomendaciebi: 1) unda gavaanalizoT ganyofilebebis, qveganyofilebebis da momuSaveTa jgufis ganlagebis sqema kompaniaSi, raTa davadginoT kompaniis xelmZRvanelobis urTierToba maTTan. 2) aucilebelia, SeviswavloT, kompaniis lozungi warmodgenili pres-relizebSi da wliur angariSebSi. 3) aucilebelia, SeviswavloT Tu rogor muSaobs kompaniis mdivani da rogor gamoiyureba misi misaRebi. 4) aucilebelia, SeviswavloT ra problemebze xdeba kompaniis muSakebis koncentrireba: maTi saqmianobis Sinagan sakiTxebze, dokumentaciis Sedgenaze, urTierTobaTa formebis dadgenasa, Tu im garegan aspeqtebze, romlebic zemoqmedeben kompaniis saqmianobaze. 5) aucilebelia, davadginoT, vin aris mowinave da ra mizezebiT xdeba es. 6) imisaTvis, rom ganvsazRvroT, romel grZelvadian da moklevadian amocanebze xdeba kompaniis saqmianobis koncentrireba, aucilebelia, davadginoT, ramdenad xangrZlivad uWiravT erTsa da imave muSakebs Tanamdeboba da rogoria maTi samsaxurebrivi zrdis perspeqtivebi. [284,p.12]. korporaciuli kulturis codna amartivebs kompaniis winaSe dasmuli amocanebis Sesrulebas, qmnis mis irgvliv pozitiur garemos. organizacias

gaaCnia warmatebis didi Sansi, Tu masSi aris Zlieri da safuZvlianad gaazrebuli korporaciuli kultura. mimoxilviTi SekiTxvebi: 1. rogoria organizaciuli struqturis mniSvneloba? 2. CamogviTvaleT organizaciuli struqturis Seqmnis sami stadia? 3. ra aris marTvis norma? 4. ra igulisxmeba vertikalur organizaciul struqturaSi? 5. rogori aris horizontaluri organizaciuli struqtura? 6. ratom uwyobs horizontaluri organizaciuli struqtura xels axlis DSeqmnis process? 7. rogori aris vertikaluri da horizontaluri struqturis saukeTeso Tanafardoba? 8. rogor SeiZleba gamoviyenoT saukeTesod horizontaluri organizaciuli struqtura? TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. dagvisaxeleT organizaciuli struqturis Seqmnis mizani? menejerebi iyeneben organizaciul struqturas Sromis danawilebasa da calkeuli jgufebis an muSakebisadmi formaluri valdebulebebis gansazRvris mizniT, marTvis normis da organizaciis amocanebis koordinaciisaTvis. 2. dagvisaxeleT is problemebi, romlebic. dakavSirebulia specializaciasTan. specializaciis gadaWarbeba axSobs Sromis stimulebs, axdens muSakis Sromas Sedegebis da kompaniis miznebisagan gankerZovebas. 3. riT aris ganpirobebuli struqturuli erTeulebis formirebis gaucxoebas? struqturuli erTeulebis formirebis procesSi samuSao iyofa ufro wvril funqciebad, personali nawildeba ganyofilebebis mixedviT, xolo ganyofilebebi erTiandeba ufro msxvil struqturul erTeulebSi. 4. dagvisaxeleT ganyofilebaTa formirebis xuTi meTodi? ganyofilebebi SeiZleba Seiqmnas: 1) funqciebis; 2) specializaciis tipis; 3) gundebis; 4) matricebis; 5) qselebis mixedviT. 5. riT gansxvavdeba horizontaluri organizaciuli struqtura vertikalurisagan? vertikaluri struqtura gulisxmobs marTvis ierarqiuli doneebis mixedviT mkacr kontrols, organizaciis SigniT mkacr regulirebas, xelisuflebis centralizacias. horizontaluri struqtura arbilebs kontrols, funqcionaluri movaleobani ganisazRvreba muSakebis moTxovnebis Sesabamisad, xdeba uflebebis delegireba ierarqiis doneebis mixedviT. 6. dagvisaxeleT horizontaluri organizaciis sami saSualeba? horizontaluri organizaciis sami yvelaze gavrcelebuli saSualeba aris: informaciuli sistemebi, gundebi, problemuri jgufebi, menejer-integratorebi. 7. dagvisaxeleT araformaluri organizaciuli struqturis dadebiTi da uaryofiTi niSnebi? araformaluri organizaciuli struqturis dadebiTi niSnebi _ is aZlevs muSaks SesaZleblobas, rom airCios Tavisi adgili socialur sferoSi; xels uwyobs stresul situaciebSi ganmuxtvas; aris xelmZRvanelobisaTvis informaciis mopovebis wyaro; avlens momaval liderebs.

uaryofiTi Tvisebebi _ is axdens konfliqtebis provocirebas im situaciebSi, romlebic moiTxoven oficialur organizacias, xdeba xmebis gavrcelebis mizezi; xels uwyobs kompaniis gegmis Seusruleblobas. 8. CamogviTvaleT korporaciuli kulturis dadgenis eqvsi tipi? korporaciuli kulturis dros 1)unda ganisazRvros qvedanayofebis ganlageba ise, rom cxadi gaxdes maTi damokidebuleba kompaniis xelmZRvanelobasTan; 2) aucilebelia davazustoT, Tu rogor sruldeba kompaniis lozungis moTxovnebi; 3) davadginoT Tu rogor aris organizebuli korporaciis samdivno; 4) rogor arian datvirTuli muSakebi; 5) vin daeqvemdebareba Tanamdebobriv zrdas; 6) ramdenad xangrZlivad muSaoben adamianebi erTsa da imave Tanamdebobaze.

Tavi X saqonlisa da momsaxurebis warmoeba

veraviTari Terapia ver SeuSlis xels sawarmoebis, cxovrebis arsebobis, formirebis, kulturuli faseulobebis, iadealebis deklarirebis diad ekonomikur process; es procesi ekonomikaSi, kerZo sakuTrebisa da konkurenciaSi aris axali ekonomikuri da socialuri biZgis aucilebeli Sedegi. i. Sumpeteri eweva ra risks, romelic dakavSirebulia produqciaze moTxovnis meryeobasTan, mewarmes aqvs garkveuli Semosavali, romelic mas gamoarCevs sazogadoebis sxva klasebis warmomadgenlebisagan. r. kantilioni detalebSi imaleba yvelaze didi eSmaki. u. CerCili am TavSi Tqven gaecnobiT: 1. konversis process; samrewvelo revoluciebis arssa da mniSvnelobas; sawarmoo teqnologiuri procesis cvlas; sawarmoo procesebis kompiuteruli marTvis process. 2. biznesis strategiis realizacias; sawarmoo teqnologiebs; viwro specializaciis sawarmoebs. 1. warmoebis operatiul marTvas; sawarmoo procesis dagegmvas, marSrutizacias; kalendaruli gegemebis arss, dispeCerizacias; warmoebis Sedegebis kontrols.

X. 1. warmoebis procesis genezisi da ganviTareba nebismieri biznesis safuZveli aris warmoeba,36 romlis qveSac igulisxmeba materialuri resursebis saqonlad da momsaxurebad gardaqmnis procesi. warmoebis procesis arsi gamomdinareobs konversiidan, ukanasknelis qveS igulisxmeba movlenebis is Tanamimdevroba, rodesac resursebi Tanmimdevrulad gardaiqmneba produqciad. es procesi sqematurad warmogvidgeba Semdegi saxiT. (ix. nax. #24).

danaxarjebi

gardaqmna

produqcia

nax # 24 konversia firmaSi es sqema misaRebia, rogorc materialuri aseve aramaterialuri warmoebis sferosaTvis. ase magaliTad, kompaniis marTvis dargSi specialistis codna SeiZleba gardaiqmnas kompaniis marTvis gaumjobesebis sferoSi rekomendaciad. paltos damzadebis procesSi konversias ganicdis Semdegi resursebi: tilo, Zafi da Rilebi, maTi warmoebaSi CabmiT, vRebulobT materialur produqcias - paltos. ganasxvaveben konversiis 2 ZiriTad tips: pirveli, romelic cnobilia, rogorc analitikuri da is gulisxmobs, rom erTi da imave saxeobis nedleulidan iwarmoeba erTi an ramdenime produqti. ase magaliTad, saqonlis dafasoebiT vRebulobT tyavs, xorcs, Zvals da a.S. konversiis meore tipi aris sinTetikuri. ukanasknelSi igulisxmeba sxvadasxva masalidan produqciis warmoebis procesi. ase magaliTad, fuladi warmoeba moiTxovs rkinis madnis, koqsis gadamuSavebas, maT maRal temperaturaze sxvadasxva mineralur nedleuls umateben. warmoebis saboloo mizani aris mogebis miReba. progresulad moazrovne mwarmoeblebi cdiloben, miaRwion warmoebis maRal efeqtianobas, maT mier gamoSvebuli produqciis xarisxis amaRlebis sa-fuZvelze konkurentunarianobis zrdas. kacobriobis mTeli istoriis manZilze adamianebi cdilobdnen, moeZebnaT mewarmoebiTi saqmianobis produqtiulobis amaRlebis gzebi. produqtiulobis qveS igulisxmeba yvela warmoebiTi resursis maqsimaluri ukugeba. danaxarjTa minimizaciis pirobebSi 200 wlis ukan inglisSi ganxorcielda sawarmoo procesis
ufro dawvrilebiT warmoebis roli biznesSi aRwerilia wignSi: T. Sengelia, sawarmoos ekonomika. Tb. 1999 w. 593 gv.
36

teqnologiuri srulyofa, rac istoriaSi Sevida pirveli samrewvelo revoluciis saxelwodebiT. pirvel etapze man moicva warmoebs meqanizacia, anu xeliT Sromis meqanikuri saSualebebiT Secvlis procesi. meore mniSvnelovani nabiji am gzaze aRmoCnda standartizacia, anu erTgvarovani urTierTSemcvleli nakeTobebis Seqmnis procesi. mesame nabiji dakavSirebulia cnobil `fordis~ avtoindustriis damaarseblis genri fordis saxelTan, mis sawarmoebSi pirvelad nakaduri warmoebis - konveieris warmoSobasa da da nergvasTan. mas Semdeg, rac mewarmeebma SeZles meqanizaciis, standartizaciis da konveieruli warmoebis danergva, dRis wesrigSi dadga ZviradRirebuli xeliT Sromis avtomaturiT Canacvlebis procesi, rac dakavSirebulia avtomatizaciasTan, anu warmoebis iseT organizaciasTan, rodesac meqanikuri operaciebi sruldeba adamianis minimaluri monawileobiT. am procesebma safuZveli Cauyara masobriv warmoebas, anu warmoebis im yvelaze produqtiul formas, rodesac erTgvarovani produqcia masobrivad iwarmoeba da ikavebs Tavis adgils bazarze, riTac mniSvnelovnad ecema misi fasi da is xelmisawvdomi xdeba adamianebis didi jgufisaTvis. amiT aris motivirebuli masobrivi warmoebis mqone qveynebSi xalxis SedarebiT maRali cxovrebis done. meore samrewvelo revolucia gacilebiT mets niSnavs, vidre Sromis nayofierebis zrda. es aris warmoebaSi sruliad axali teqnologiuri miRwevebis danergvis procesi. Tanamedrove kompaniebi warmoebis processa da struqturas ganixilaven, rogorc strategiul iaraRs da ara mxolod Sromis nayofierebis zrdisa da TviTRirebulebis Semcirebis wyaros, [54,p.100]. isini cdiloben, `aamaRlon warmoebis efeqtianoba misi yvela Semadgenlis: sawarmoo teqnologiis, warmoebis procesis gaumjobesebis, materialuri resursebis srulyofis, produqciis xarisxis amaRlebisa da adamianur urTierTobaTa srulyofis gziT. warmoebis organizaciis Tanamedrove teqnologiebs miekuTvneba: - kompiuteruli daproeqteba da konstruqtireba; - kompiuterizebuli warmoeba; - kompiuteruli sistemis warmoebaSi integrireba; nebismieri tipis produqciis Seqmnis amosavali punqti aris daproqteba. Tanamedrove teqnologiebSi kompiuterebi gadamWrel rols TamaSoben. kompiuteruli daproeqteba aris kompiteruli grafikis gamoyeneba produqciis damzadebis procesSi, masTan mWidrod aris dakavSirebuli kompiuteruli konstruireba. kompiuterze agebuli samganzomilebiani konstruqcia da misi gaangariSebani SesaZleblobas aZlevs inJinrebs, Caataron am nakeTobis testireba (gamocda) misi eqsperimentaluri modelis Seqmnis gareSe. ase magaliTad, `boingis~ firmis inJinerma maTi ` ~ modelis TviTmfrinavis daproeqtebis procesSi Seqmnes virtualuri produqcia, romlis gamocda (testireba) SesaZlebeli gaxda awyobis procesis organizaciamde. [137,p.28]. amdenad, Tanamedrove teqnologiebi iZleva SesaZleblobas, srulad Semowmdes nakeTobis yvela parametri warmoebaSi CaSvebamde. kompiuterebis gamoyenebas (robotebis, teqnikuri kontrolis mowyobilobis, avtomaturad marTvadi satransporto saSualebis) samrewvelo mowyobilobis kontrolis mizniT, ewodeba kompiuterizebuli warmoeba. aseTi warmoeba swrafad xdeba axali tipis produqciis danergvis umniSvnelovanesi faqtori. magaliTad, kompania `oneida ltd~ misi produqciis warmoebis procesSi. iyenebs daproeqtebis analogiur teqnologias amis safuZvelze, daproeqtebis

warmoebis procesi, romelic 70 mde dRes moiTxovda, amJamad sruldeba mxolod 35 dReSi~[120,p.48]. kompiuterizaciis yvelaze maRali done miiRweva im warmoebaSi, romelic integrirebulia kompiuterul sistemaSi, rodesac daproeqtebis, konstruqtirebis da warmoebis yvela komponentebi erTiandeba erTian kompiuterul qselSi, romlis meSveobiTac warmoebis yvela qveganayofi amyarebs erTmaneTTan kavSirs. [258,p.20]. mravali kompaniisaTvis warmoebis aseTi tipi konkurenciul brZolaSi aris ufro mniSvnelovani gza, vidre avtomatizaciis msxvili sqemebi, romlebic gamoiyeneba ukanaskneli aTi wlis ganmavlobaSi. [214,p.687]. warmoeba integrirebul kompiuterul sistemaSi aris momavlis teqnologia, romelsac dResac iyenebs iaponuri kompania `fanuki~, sadac momuSaveTa mier dRisiT mzaddeba robotebis detalebi, xolo Ramis saaTebSi mTels sawarmoo process axorcielebs erTi muSa, robotebis farTo warmomadgenlobiT. [258,p.21]. samrewvelo revoluciis erT-erTi miRweva aris ramodenime amwyob konveierze erTi saxeobis produqciis Seqmna. warmoebis procesSi dReisaTvis aSkarad gamoikveTa axali tendencia. drekadi sawarmoo sistemebis danergva da viwro specializebuli sawarmoebis Seqmna warmoadgens progresuli warmoebis ganviTarebis safuZvels. drekad sawarmoo procesebSi mowyobilobis regulireba xdeba kompiteruli sistemebiT. drekadi sawarmoo procesebis pirobebSi, erATi saxeobis produqciidan meoreze gadasasvlelad saWiroa am procesis kompiuteruli marTva, rac ar moiTxovs saamqroebis srul gadawyobas. am sistemebis meSveobiT, `jeneral eleqtrikis~ im qarxanas, romelic uSvebs eleqtromricxvelebs, SeuZli, martivad, axleburad daprogramebis Semdeg, gamouSvas nebismieri im ori aTasi nawarmidan, romelic Seadgens am korporaciis nomenklaturas. drekadi sawarmoo sistemis erT-erTi upiratesoba mdgomareobs imaSi, rom mis safuZvelze moqmedi sawarmoebi SeiZleba iyos mcire zomis da gaaCndeT specializaciis maRali xarisxi. amdenad, yovelive es Seadgens viwro specializebul sawrmos Taviseburebas. viwro specializebuli sawarmo axdens bazris viwro segmentisaTvis mcire asortimentis saqonlis warmoebaze yuradRebis koncentracias. aseT warmoebas safuZvelSi udevs ori mniSvnelovani faqtori: pirvelis mixedviT, erT sawarmoze Znelia produqciis warmoebasTan dakavSirebuli yvela sakiTxis gadawyveta, xelmZRvanelobam unda daadginos prioritetuli sakiTxebis rigiToba da moaxdinos maTze yuradRebis koncentrireba. meore, mdgomareobs imaSi, rom warmatebuli saqmianoba eqvemdebareba simartives da ganmeorebadobas. viwro specializebuli sawarmo, mkafio amocanebiT, gamarTuli menejmentiTa da mdidari gamocdilebiT aris is, rac aucilebelia Tanamedrove pirobebSi biznesis efeqtianobis amaRlebisa da konkurentunarianobis zrdisaTvis. X. 2. biznesis sawarmoo strategia 1980 wlidan kompaniebis sul ufro didi raodenoba cdilobs Tavisi sawarmoo SesaZleblobebis strategiul ganviTarebas. es sawarmoo strategiebi, anu droSi gadawyvetilebaTa miRebis dinamika, orientirebulia konkurenciuli upiratesobis mxardaWeraze. amdenad, firmis yvela funqcionaluri strategia (sawarmoo,

maRali

xarisxi

safinaso, samarketingo da sxva) gamomdinareobs biznesis saerTo miznebidan, ufro sworad, emorCileba biznesis miznebis moTxovnebs. sawarmoo strategia, unda ganvasxvaoT sawarmoos Tanamedrove teqnologiuri miRwevebis danergvisagan. warmoeba strategiuli upiratesobis wyaro xdeba maSin, rodesac misi Zalisxmeva mimarTulia saqmianobis im sferoze, romelic mas upiratesobas aniWebs konkurentebis winaSe. aRniSnulidan gamomdinare, warmoebis strategia aris ara mxolod misi teqnologiuri ganviTareba, aramed saqmianobis im mimarTulebis srulyofa, romelic mas prioritets aniWebs konkurentebTan SedarebiT. yovelive es iZleva kompaniis ganviTarebis SesaZleblobas. konkurenciis mudmivad cvalebad dinamikur garemoSi. sawarmoo procesis marTva aris biznesis strategiis realizacia. sawarmoo procesi es aris im operaciebis erToblioba, romlis saSualebiT firma qmnis materialur sikeTeebs da awvdis maT momxmareblebs. am procesebSi aisaxeba firmis is ZiriTadi SesaZleblobani, romlebic gansazRvraven misi ganviTarebis perspeqtivas. firmis ZiriTad SesaZleblobaTa realizacia gansazRvravs mis warmatebas. Sesabamisad, maTi swori marTva iZleva SesaZleblobas ara mxolod davakmayofiloT dRevandeli momxmareblebis moTxovnebi, aramed movaxdinoT momavalSi maTi prognozireba. kargad momuSave warmoebas gaaCnia ganviTarebis strategiuli SesaZleblobebi, radganac gamonTavisuflebuli resursebi SeiZleba, gamoviyenoT axali miznebisaTvis. 1990 wels kompania `reiqhemi~ aRmoCnda krizisis winaSe, radganac menejerebis ZiriTadi problema daiyvaneboda mxolod gasaRebis bazrebis Zebnaze. kompaniaSi gatarebuli reformebi Seexo sxvadasxva sferoebs: Camoyalobda mmarTveli gundebi, ris gamoc gamoTavisuflda muSakebis 33%, dainerga logistikuri momaragebis funqcia `zustad droze~, ris gamoc sasawyobo danaxarjebi 7 milioni dolariT Semcirda. produqciis TviTRirebulebis Semcirebis Sedegad, kompania gavida axal bazarze, ris gamoc is gaxda ara mxolod momgebiani, aramed Seqmna perspeqtiuli ganviTarebis strategiuli SesaZleblobebi. [130,p.42]. sawarmos menejerebis ZiriTadi funqcia mdgomareobs imaSi, rom firmam aiTvisos warmoebis da organizaciis yvelaze mowinave meTodi, modernizaciis Sedegad SeinarCunos mowinave poziciebi bazarze. saukeTeso maCvenebeli, romelic asaxavs firmis mowinave miRwevebs aris Sromis nayofiereba. urTierTdamokidebuleba am or parametrs Soris SeiZleba grafikulad Semdegnairad aisaxos. ix. bax. #25 Sromis nayofierebis umaRlesi done

Semdgomi zrda

dabali

maRali

dabali TviTRirebuleba

naxati #25 mowinave miRwevebsa da Sromis nayofierebas Soris urTierTdamokidebuleba (wyaro: Porter M. E. What is stratey?// Harvard Business Review. 1996. December, p. 62.) rogorc naxazidan Cans, is firmebi, romlebic B doneze dabla muSaoben, konkurentebTan SedarebiT ufro maRali TviTRirebulebis produqcias uSveben. firmebi, romlebmac miaRwies mowinave dones A wertilSi momxmareblebs sTavazoben ufro iaf saqonelsa da momsaxurebas. amocana mdgomareobs iseT axal strategiul SesaZleblobebaTa SeqmnaSi, rom SesaZlebeli gaxdes momxmareblebisadmi kidev ufro dabali TviTRirebulebis mqone, xarisxiani produqciis miwodeba. ukanaskneli miiRweva sawarmoo procesebis sawarmoo da operatiuli marTvis gaumjobesebiT, maTi kontrolis meTodebis danergvis, kalendaruli gegmebis Sedegebis optimizaciis, dispeCerizaciis srulyofis xarjze. ganvixiloT TiToeuli maTgani. X. 3. warmoebis sawarmoo da operatiuli marTva warmoebis sawarmoo da operaciuli marTva daiyvaneba organizaciis im resursebis koordinaciaze, romelic aucilebelia garkveuli saxeobis saqonlisa da momsaxurebis warmoebisaTvis. rogorc marTvis sxva meTodebi, sawarmoo da operatiuli marTva moicavs umTavres funqciebs dagegmvas, organizacias, xelmZRvanelobasa da kontrols. sawarmoo da operatiuli marTva viTardeba, rogorc biznesis sferos specializebuli erT-erTi dinamiuri dargi. sawarmoo da operatiuli marTva aris rTuli procesi, misi mizezebia: - misi gamoyenebis sfero efuZneba swraf cvlilebebs; - ar moicavs saqmianobis did areals, dawyebuls bazris SesaZleblobebis SeswavliT da damTavrebuls sawarmoo dagegmviTa da kontroliT; - marTvis es sfero aucilebelia yvela tipis kompaniisaTvis maTi masStabebisagan damoukideblad sawarmoo da operaciuli marTva iseve, rogorc marTvis sxva meTodebi moiTxovs kompaniis miznebis droul gansazRvras, maTi realizaciis strategiis dadgenas, im standartebis SemuSavebas, romlebsac unda SevadaroT sawarmoo saqmianobis Sedegebi, produqciaze moTxovnis prognozirebas, produqciis asortimentisa da xarisxis parametrebis dadgenas da sxva. pirvel rigSi erT-erTi ZiriTadi problema, romelic moiTxovs gadawyvetas, sawarmoo simZlavreebis ganTavsebis sakiTxia. problemis gadawyvetis procesSi mniSvnelovania iseTi sakiTxebis Seswavla, rogoricaa sawarmos siaxlove iafi resursebis wyaroebTan da satransporto qselis ganviTarebis done. sawarmoo simZlavreebis ganTavsebis Sesaxeb gadawyvetilebaTa miRebis

procesSi gaiTvaliswineba iseTi mniSvnelovani faqtorebi, rogoricaa xalxis cxovrebis doneebSi regionaluri sxvaoba, momuSaveTa kvalifikacia da samuSao Zalis Rirebuleba. sawarmoo simZlavreebis ganlagebis Sesaxeb gadawyvetilebis miRebis procesebze moqmedi faqtorebis nusxa, warmodgenilia Semdegi cxrilis saxiT:
geografiuli mdebareoba 64% samuSao Zalis maRali nayofiereba 59% satransporto mimosvla 54% politikuri stabiluroba 38% grZelvadiani dafinanseba 32% energia da energiis wyaroebi 30% nedleulis siaxlove 28% sagadasaxado SeRavaTebi 27% sagadasaxado krediti 26% faqtorebi

cxrili #14 sawarmoos simZlavreebis Sesaxeb gadawyvetilebis miRebis procesze moqmedi faqtorebis nusxa. es cxrili gviCvenebs sxvadasxva faqtorebis ganzogadebul zemo-qmedebas sawarmoos ganlagebis adgilis SerCevaze. cxrili Sedgenilia am dargis 1000 specialistis gamokiTxvis bazaze.37 sawarmoos ganlagebis procesSi gasaTvaliswinebelia firmis specifika. ase magaliTad, is firmebi, romlebsac sWirdebaT kvalificiuri ekonomistebi, inJinrebi an kompiuteris specialistebi ganTavsdebian im raionSi, sadac aris bevri universiteti. magaliTad, aSS-Si _ bostonSi, saqarTveloSi-TbilisSi. iafi muSaxelis SerCevis procesSi unda davadginoT is raioni, sadac dadgenilia Sromis yvelaze dabali fasi. warmoebis dawyebis procesSi gamocdili menejerebi axdenen warmoebis faqtorebis organizebis meTodis gamoyenebas, romlis ZiriTadi arsi daiyvaneba imis Seswavlaze Tu, ra raodenobis produqcia unda vawarmooT arsebuli resursebis pirobebSi drois ama Tu im intervalSi. firmis ekonomikuri potencialis da konkurentebis analizis safuZvelze, menejerebi gansazRvraven momavalSi kompaniis produqciaze moTxovnas. aseTi Sefasebebi gegmis, biujetis, resursebis gamoyenebis grafikis SedgenaSi gamoiyeneba.

X. 4. sawarmoo procesis kontroli imisaTvis, rom Segveqmnas warmodgena im farToO diapazonis sxvadasxva saxeobis saqmianobaze, romlisganac Sedgeba sawarmoo da operatiuli marTva, aucilebelia, ganvixiloT sawarmoo procesis kontroli, anu im sakiTxebis gadawyvetis Tanamimdevroba, romliTac miiRweva maRali efeqtianobis, konkurentunariani produqciis damzadeba. sawarmoo procesze kontrolis meTodebi sxvadasxva kompaniaSi SeiZleba gansxvavebuli iyos, amasTan, calkeuli kompaniisaTvis am TvalsazrisiT gamoiyeneba is zogadi wesebi, romelic moicavs xuT ZiriTad safexurs: sawarmoo dagegmvas;
37

wyaro: Mark L. Goldstein. Choosing the Right Site//Industry Week. 1999. April. 58

 sawarmoo procesis samarSruto-teqnologiuri (marSrutizacia); kalendarul dagegmvas; dispeCerizacias da Sesrulebis kontrols.

ruqis

SemuSavebas

imisaTvis, rom davaxasiaToT es safexurebi, pirobiTi magaliTis saxiT aviRoT saSualo masStabebis kompania, romelmac miiRo SekveTa 500 cali TeTri da 500 yavisferi karadis damzadebaze. mas Semdeg, rac kompaniam gansazRvra miznebi, aucilebeli xdeba sawarmoo procesis dagegmva. warmoebis procesis mmarTveli, inJinrebisa da konstruqtorebisagan Rebulobs aucilebeli operaciebis detalur aRweras, mowyobilobisa da materialuri resursebis CamonaTvals. resursebis CamonaTvalSi ganisazRvreba Tu romeli naxevarfabrikati da masala mzaddeba kompaniaSi da romeli unda SeviZinoT garedan. aucilebelia davadginoT maTi garedan Semozidvis wyaroebi. Semdegi nabiji aris marSrutizacia (samarSruto teqnologiuri ruqis Sedgena). ukanasknelSi igulisxmeba operaciaTa Tanmimdevroba, nedleulisa da masalebis mierAMam operaciebis gavlis marSrutis dadgena. marSrutizacia damokidebulia gamosaSvebi produqciis Taviseburebebze da mocemul sawarmoSi samuSaoTa organizaciis sqemaze. arsebobs samuSaoTa organizaciis sami ZiriTadi sqema: 1) sawarmoo procesis; 2) konveierze muSaobis; 3) samuSaoTa fiqsirebul pirobebSi warmoebis sqemebi. es sqemebi misaRebia, rogorc saqonlis, aseve momsaxurebisaTvis. karadebis damamzadebel kompanias gaaCnia sami struqturuli erTeuli _ pirveli, sadac xdeba xisgan karadis aucielebli komponentebis formireba; meore, sadac mimdinareobs naxevarfabrikatebis gadamuSaveba da mesame, sadac mimdinareobs awyobisa da nakeTobis saboloo gaformebis procesi. am samive fazas ewodeba sawarmoo procesis sqema. miuxedavad imisa, rom sawarmoo procesi viTardeba am sqemiT, es niSnavs imas, rom masalebi gadamuSavebis procesSi analogiuri TanamimdevrobiT moZraoben. maTi moZraobis marSrutebi erTob gansxvavebulia. sawarmoo procesis sqemebi gamoiyeneba agreTve im dargebSi, romlebic dakavebulia momsaxurebis sferoSi. magaliTad, kolejs SeiZleba gaaCndes enebis swavlebis, samecniero, saswavlo da sxva ganyofilebani. imis mixedviT, Tu rogor moZraoben studentebi am saganmanaTleblo seqtorSi, xdeba mTlianad saswavlo procesis formireba. sawarmoo procesis sqemebis paralerulad SeiZleba arsebobdes konveierze muSaobis sqemac. ukanasknelSi igulisxmeba samuSao adgilebis im TanamimdevrobiT ganlageba, rodesac nedleulisa da masalebis gadamuSavebis gziT sawarmoo operaciebi sruldeba Tanmimdevrulad. warmoebis es sqema tipiuria saavtomobilo, kompiuterebisa da sxva warmoebaTaTvis. es sqema, aseve, gamoiyeneba momsaxurebis rig dargebSi. magaliTad, universitetSi studenti kursidan kursze rom gadavides, man unda moipovos kreditebis is aucilebeli raodenoba, romelic saWiroa. fiqsirebul poziciaSi muSaobis sqemas iyeneben is kompaniebi, romlebic awarmoeben mZime da didi masis im produqcias, romlis awyobis procesSi gdaadgileba SeuZlebelia. aseTebia, magaliTad, didi tvirTamweobis TviTmfrinavebis warmoeba, Tu samSeneblo kompaniebi. wina ori sqemisagan gansxvavebiT, mocemul SemTxvevaSi, mTeli sawarmoo procesi mimdinareobs erT adgilas an erT obieqtzea koncentrirebuli. aseTi meTodika iZleva

SesaZleblobas, davzogoT is resursebi, romlebic aucilebelia nakeTobis gadaadgilebisaTvis. amasTan, mniSvnelovnad rTuldeba samuSaoTa Catarebis grafiki. es sqema gamoiyeneba momsaxurebis sferoSic. ase magaliTad, saxlis an ezos keTilmowyobis procesSi, an intensiuri Terapiis ganyofilebaSi, sadac pacienti rCeba erT adgilas, xolo eqimebis, wamlebis, kvebis koncentrireba xdeba palataSi. X. 5. kalendaruli dagegmva warmoebis mmarTveli sawarmoo procesSi unda adgendes samarSrutoteqnologiuri procesis drois SezRudvas, romlis mizania teqnologiuri procesis dawyebisa da damTavrebis drois dadgena. proeqtis realizaciis sxavadsxva stadiis grafikis Sedgena dakavSirebulia msxvil danaxarjebTan. XX saukunis dasawyisSi l.gantma SeimuSava specialuri cxrilebis Sedgenis xerxi, romelic iTvaliswinebda teqnologiuri ciklis yvela stadiis Sesrulebis drois dadgenas. gantis cxrili warmogvidgeba (ix. nax. #26) Semdegi saxiT ix. es aris diagrama, romelic gviCvenebs im drois erTeuls, romelic aucilebelia nakeTobis yvela elementis dasamzadeblad. aseTi grafiki sakontrolokalendaruli gegmis Sedgenis erT-erTi variantia, romelic menejerebs SesaZleblobas aZlevs Seadaron samuSaos Sesrulebis faqtiuri, gegmiur dros. warmoebis procesi aris operaciebis is kompleqsi, romelic drois danaxarjebze ufro did zegavlenas axdens, vidre sxva danarCeni operaciebi. magaliTad, karadis warmoebis procesSi es aris misi karebis damzadeba. Tu karebis damzadeba moiTxovs met dros, vidre es dagegmilia, bunebrivia, es zegavlenas moaxdens mTeli warmoebiTi procesis xangrZlivobaze. amdenad, karebis damzadeba aris karadebis warmoebis procesis kritikuli gza. kritikuli gzis gaangariSeba warmoebis efeqtiani organizaciis erT-erTi mniSvnelovani etapia. kalendaruli dagegmva kritikuli gziT warmoadgens kritikuli gzis meTods, radganac kritikuli gzis dadgeniT, Cven ganvsazRvravT teqnologiur procesSi im operacias, romelzec ixarjeba yvelaze meti Adro. kritikuli gzis dadgenis safuZvelze advilia imis prognozireba, Tu rodis dasruldeba teqnologiuri procesi mTlianad.

qvedanayofebi

operaciebi 1. karadis karebis damzadeba 2 .burRva, randva 1. awyoba, SeRebva kvirebi I

ganrigi

II

III

IV

VI

VII

nax. # 26

gantis cxrili.

fexsacmlis mrewvelobaSi kritikuli gzis gaangariSeba wa-rmodgenilia Semdeg grafikze (ix. nax.#27), rogorc am naxazidan Cans, kritikuli dro fexsacmlis warmoebaSi moicavs yvela ZiriTad sawarmoo operacias.

kritikuli gzis meTodi menejers aZlevs SesaZleblobas, winaswar daadginos daZabuli dReebis raodenoba da warmoebis ciklis mTel periodze Tanabarzomierad gaanawilos samuSao datvirTva. kalendaruli dagegmvis kidev erTi meTodi aris programis analizi da Sefaseba. is waagavs kritikuli gzis meTods, magram gamoiyeneba im operaciebisaTvis, romelTa absoluturi sizustiT droSi Sesruleba Znelia. iseve rogorc kritikuli analizis, programis Sefasebisa da analizis meTodi SesaZlebels xdis, movaxdinoT yuradRebis koncentrireba SekveTaze, romelic aucileblad unda Sesruldes.

quslebis formireba

quslebis dawebva

quslebis mimagreba

8 dRe

4 dRe

6 dRe
yvela detalis damagreba dawebeba saboloo damuSaveb a

SefuTva

gadatvir Tva

14 dRe
quslebis formireba quslebis formireba quslebis formireba

10 dRe

2 dRe

2 dRe

12 dRe

8 dRe

13 dRe

naxati #27. kritikuli gza. Tu kritikuli gzis meTodSi yvela operaciis xangrZlivobis dasadgenad gamoiyeneba Sefasebis erTi maCvenebeli, programis Sefasebisa da analizis meTodSi gamoioyeneba oTxi maCvenebeli. [214,pp.307-308]. Mesenia: 1. optimisturi Sefaseba (Tu saqmianoba warimarTeba dadebiTad); 2. pesimisturi Sefaseba (Tu saqmianoba warimarTeba uaryofiTad); 3. SesaZlo Sefaseba (operaciis saSualo xangrZlivoba); 4. mosalodneli Sefaseba (sami zemoT miTiTebuli Sefasebis saSualo sidide) dispeCerizaciis qveS garkveuli saxeobis samuSaoebis Casatareblad igulisxmeba davalebis gacemis da Sesabamisad, ganyofilebebis kontroleblis samuSaoze zedamxedvelobis procesi. am tipis davalebebSi ganisazRvreba produqciis warmoebasTan dakavSirebuli saqmianoba, da misi Sesrulebis konkretuli gegma. im SemTxvevaSic ki, rodesac davalebebi samuSaos Sesrulebaze ukve gacemulia, warmoebis mmarTveli aqtiurad ereva maTi kontrolis gadawyvetilebaTa gadaxedvas procesSi, radganac es samuSaoebi ver Sesruldeba avtomatur reJimSi. idealurad Sedgenili kalendaruli gegmac ki ara aris imis garantia, rom samuSaoebi warimarTeba am gegmis mixedviT. garda amisa, warmoebis procesi ar aris dazRveuli avariis, meqanizmebis dazianebisa da sxva SemTxveviTi faqtorebisagan. amdenad, warmoebis mmarTvels unda gaaCndes imis SesaZlebloba, rom moaxdinos am da sxva gauTvaliswinebel movlenebze operatiuli reagireba. yvelaze efeqtiania urTierTTanamSromlobis is

sistema, sadac warmoebis mmarTveli da muSebi mudmiv SeTanxmebul reJimSi moqmedeben. warmoebis kontrolis sistemasTan erTad, gadamWreli mniSvneloba gaaCnia produqciis xarisxis kontrolis sistemas, rac miiRweva mowyobilobis stendze gamocdis an saqonlis xarisxis Sefasebis gziT. mewarmeebs dRes kargad aqvT gaTavisebuli is WeSmariteba, rom warmoebis efeqtianobis amaRleba warmoebis yvela fazis safuZvliani analizis, produqciis xarisxis umkacresi kontrolis gziT aris SesaZlebeli, rac Sesabamisad, mogebis zrdis, bazarze mocemuli saxeobis produqciis konkurentunarianobis amaRlebisa da sakuTari adgilis damkvidrebis SesaZleblobas iZleva.

mimoxilviTi SekiTxvebi: 1. 2. 3. 4. 5. 6. 7. 8. 9. raSi mdgomareobs konversiis arsi? rogoria konversiis tipebi? rogor mimdinareobs firmaSi produqciis daproeqteba? ra igulisxmeba firmis sawarmoo da operatiul marTvaSi? ra faqtorebi zemoqmedebs sawarmoo simZlavreebis ganviTarebaze? raSi mdgomareobs sawarmoo procesis kontrolis arsi? ra igulisxmeba marSrutizaciaSi? rogoria dispeCerizaciis mniSvneloba? ra igulisxmeba kalendarul dagegmvaSi?

TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. sqematurad warmogvidgineT konversiis procesi? konversiis procesi sqematurad Semdegi saxiT warmogvidgeba: danaxarjebi gardaqmnebi Sedegebi 2. daaxasiaTeT ras iwvevs sawarmos teqnologiis gaumjobeseba? sawarmoo teqnologiis gaumjobeseba iwvevs efeqtianobis gadidebas, konkurentunarianobis amaRlebas, sawarmoo procesis gaumjobesebas da produqciis maRal xarisxs. 3. dagvisaxeleT is mizezebi, romlebmac gamoiwvies masobrivi warmoebis danergva? es mizezebia: meqanizacia, warmoebis standartizacia, konveiruli warmoebis danergva, avtomatizacia. 4. ra gansxvavebaa xarisxis kontrolsa da xarisxis garantias Soris? xarisxis kontroli gulisxmobs produqciis an sawarmoo operaciebis Sedarebas dadgenil standartebTan. xarisxis garantia moicavs yvela saxeobis saqmianobas, romelic uzrunvelyofs produqciis maRal xarisxs. 5. daaxasiTeT sawarmoo procesis marTvis xuTi ZiriTadi safexuri? es safexurebia: dagegmva, romelic mdgomareobs imis dadgenaSi Tu ra raodenobis produqcia da momsaxureba unda vawarmooT, sad da ra gziT. marSrutizaciasawarmoo procesis Tanamimdevrobis dadgena. dispeCerizacia-sawarmoo davalebebis ganawileba, kontroli anu imis da-zusteba, Tu ramdenad gegmazomierad mimdinareobs sawarmoo operaciebi.

dagvixasiTeT warmoebis organizaciis sami ZiriTadi sqema? pirveli sqemis Sesabamisad, gadamuSavebis procesSi nedleuli gadadis Tanmimdevrulad erTi adgilidan meorisaken. is yvela ganyofilebaSi ganicdis specialur gadamuSavebas. konveiruli gadamuSavebis SemTxvevaSi, nedleuli moZraobs konveierze da ganicdis Tanmimdevrul gadamuSavebas. fiqsirebul poziciaSi gadamuSaveba gulisxmobs produqciis erT adgilas awyobas, sadac xdeba aucielebli mowyobilobis, naxevarfabrikatebis da kvalificirebuli muSaxelis koncentracia. 7. romelia kalendaruli dagegmvis srulyofis sami meTodi? es meTodebia: 1) gantis grafiki, rac gulisxmobs sagegmo davalebaTa Sesrulebis grafikis Sedgenas; 2) kritikuli gzis meTodi, romelSic igulisxmeba im davalebaTa Tanmimdevrobis dadgena, romlebic moiTxoven yvelaze did dros. is xels uwyobs produqciis realizaciis droiTi CarCoebis kontrols; 3) programis Sefasebisa da analizis meTodi, romelic efuZneba davalebaTa statistikur Sefasebas.

6.

Tavi XI materialuri resursebis marTva da logistika biznesSi imisaTvis, rom SevivrZnoT ekonomikuri analizis agebis esTetika, saWiroa mxolod logikuri azrovneba da gancvifrebis unari imis Taobaze, rom aseT daskvnebs namdvilad aqvs sasicocxlod didi mniSvneloba milionobiT adamianisaTvis mTel dedamiwaze. p. hamuelsoni

mewarmis roli mdgomareobs imaSi, rom moaxdinos moZvelebuli warmoebis reformireba an revolucionizireba gamogonebebis gamoyenebiT. i. Sumpeteri am TavSi Tqven gaecnobiT: 1. logistikis koncefciis evolucias; logistikas, rogorc mecnierul mimarTulebas; logistikis ganviTarebisa da infraindustriis formirebas. 2. logistikis saxeebs; logistikis miznebs; momaragebis funqciebs; logistikis funqciebs; logistikis obieqtebs. 3. momaragebis meTodebs firmaSi; momaragebis programas; materialur resursebze moTxovnis dadgenas; miwodebaTa politikas; saqonlis miwodebis dagegmvas.

XI. 1. logistikis roli biznesis ganviTarebaSi Tanamedrove biznesi orientirebuli samewarmeo procesebis racionalizaciaze. amasTan, samewarmeo biznesi gulisxmobs materialuri energetikuli, informaciuli, samgzavro nakadebis sinqronizacias. msxvili korporaciebis biznesi es aris drouli amoqmedeba yvela am nakadis warmoebis procesSi, rasac biznesis logistikuri marTva ewodeba. amdenad,

logistika da biznesi mWidro urTierTkavSirSi imyofebian, biznesSi mTavari aris materialuri resursebis sabazro sivrceSi mopoveba, maTi drouli CarTva warmoebisa da momsaxurebis procesSi. biznesi warmoudgenelia informaciuli nakadebis mopovebis, damuSavebis, gacvlis gareSe. informaciuli bazis regulireba aucilebelia biznesis yvela stadiaze, misi ganxorcielebis yvela etapze. amasTan, Tanamedrove kompiuteruli baza iZleva am nakadebis moZiebis, maTi swori warmarTvis SesaZleblobas. biznesSi mniSvnelovania ara marto kadrebis SerCeva da dasaqmeba, aramed samgzavro nakadebis regulireba, rac aseve logistikuri dagegmvis gziT xdeba SesaZlebeli. amdenad, Tanamedrove biznesSi mniSvnelovan adgils ikavebs logistikuri marTva. misi aTvisebis da gamoyenebis meTodebi damokidebulia sazogadoebis ganviTarebis xarisxze. amitomac aris, rom biznesis logistikuri marTva gamoiyeneba im qveynebSi, romelTa ekonomikuri ganviTarebis done maRalia da Sesabamisad, maRalia biznesis mzadyofnis xarisxic logistikuri mimarTulebebis realizaciaSi. biznesi da logistika ganuyofeli procesebia, ramdenadac Tana-medrove biznesSi drois 98 procenti ixarjeba materialuri, SromiTi da finansuri resursebis mopovebisa da gamoyenebis procesebze. XX saukunis 60-ian wlebSi biznesis ganviTarebis xarisxis amaRlebam materialuri resursebiT momaragebis problemebis gaCena gamoiwvia. firmebis winaSe dadga masala nakadebis moZraobis, maragebis Senaxvis da produqciis transportirebis danaxarjebis Semcirebis problemebi, gamwvavda energetikuli, kompiuteruli nakadebis regulirebis problemebi, mniSvnelovnad gafarTovda saerTaSoriso logistikis CarCoebi. dinamikuroba warmoadgens sawarmoo-ekonomikuri saqmianobis ZiriTad atributs. dinamikis safuZveli aris nakaduri procesebi. `nakadSi~ igulisxmeba materialuri, sasaqonlo, satvirTo, informaciuli, fuladi, energetikuli, samgzavro nakdebi, romlebic esoden mniSvnelovania biznesSi. logistika swavlobs am nakadebs ara rogorc materializebuli sagnebis abstraqciuli moZraobis formas, aramed rogorc konkretul obieqts, romelic viTardeba garkveuli kanonebis safuZvelze. nakadebisadmi logistikuri midgoma iZleva uZlieres efeqts, romlis Sedegia nebismier pirobebSi maqsimaluri progresis miRweva, rasac bazris turbulentobis pirobebSi udidesi mniSvneloba gaaCnia, rogorc lokalur doneze nebismieri firmisaTvis, aseve biznesisaTvis sazogadoebriv maStabebSi. amiT aris nakarnaxevi Tanamedrove biznesisaTvis logistikis safuZvlebis aTvisebis aucilebloba, misi gamoyeneba samewarmeo saqmianobis procesSi. XI. 2. logistikis koncefciis evolucia samecniero terminebs _ `logistika~-s da `logika~-s gaaCniaT saerTo safuZvlebi. logistika warmoadgens logikis, rogorc azrovnebis meTodebisa da Tvisebebis Sesaxeb mecnierebis Sinaarsobriv gagrZelebas. logistikas, rogorc mecnierebas safuZveli Caeyara Zvel saberZneTSi. Zveli berZnebisaTvis mecniereba logistika Seiswavlida angariSebis, gaangariSebaTa sistemas. im umaRlesi donis Cinovnikebs, romlebic awarmoebdnen sameurneo, safinanso da savaWro saqmianobaze kontrols ewodebodaT logistebi. arqimedes mtkicebiT. Cv. welT aRr. IV saukuneSi Zvel saberZneTSi iyo 10 logistiki. Zvelma

berZnebma es termini gadmoiRes Zveli romaelebisagan. ukanasknelni masSi sxva Sinaars debdnen da mis qveS gulisxmobdnen kvebis produqtebis an sakvebis ganawilebas. Sesabamisad, is moqalaqeebi, romlebic am funqcias asrulebdnen, romis imperiis qalaqebsa da soflebSi iwodebodnen logistikebad. Semdgom epoqaSi, yvelaze adreul wyaroebSi, logistikis Sesaxeb mosazrebebi gvxvdeba bizantiaSi da is ukavSirdeba bizantiis mefis (866-912) leon VI-s moRvaweobas. am termins leon VI iyenebs Tavis saxelmZRvaneloSi samxedro saqmis Sesaxeb. is mas ganmartavs, rogorc mecnierebas jaris, momaragebisa da marTvis Sesaxeb. bizantiur armiaSi arsebobda specialuri Tanamdeboba `logistasi~. ukanasknels ekisreboda sabrZolo laSqrobis momaragebisa da sxva sakiTxebi. sistematizebuli Sromebi logistikis Sesaxeb gvxvdeba frangi samxedro Teoretikosis antuan anri jominis wignebSi (1779-1869). jominis ekuTvnis 15 tomeuli revoluciuri omebis istoriis dargSi. cnobilia, rom jaris marTvisa da momaragebis sakiTxebis ganxilvis procesSi napoleonic iyenebs logistikis debulebebs. amdenad, XIX saukuneSi logistika dafuZnda, rogorc samxedro mecniereba. logistikis principebi da midgomebi farTod gamoiyeneba II msoflio omSi amerikuli da mokavSireTa armiis momaragebis procesSi, romlis drosac es sakiTxi ayvanil iqna nakadur safuZvelze. amdenad, samxedro logistika gulisxmobs adamianuri resursebis, teqnikis da samxedro aRWurvilobis miwodebis saSualebebs da meTodebs. gasagebia, ratom warmoiSva logistika pirvelad samxedro sferoSi. es motivirebuli iyo imiT, rom armia warmoadgenda mkacrad da mkafiod organizebul struqturas, romelSic individualuri interesebi eqvemdebareba struqturis interesebs. samoqalaqo da samrewvelo logi-stika warmoiSva mogvianebiT da is dakavSirebulia tvirTbrunvisa da mgzavrTbrunvis ganawilebamarTvasTan, informaciuli nakadebis moZra-obasTan, ramac asaxva hpova Sveicariis ekonomikur sistemaSic. dReisaTvis termini `logistika~ mocemulia yvela evropul saxelmZRvaneloSi. xangrZlivi periodis ganmavlobaSi is gamoiyeneboda ori umTavresi mimarTulebiT: I. maTematikuri logikis; II. satransporto-sasawyobo samuSaoebis teqnikisa da teqnologiis asaxvisaTvis samoqalaqo da samxedro sferoebSi. erT-erTi pirveli interpretacia logistikis, rogorc maTematikuri logikisa gvxvdeba cnobili maTematikosis, germaneli filosofos-idealistis golfrid leibnicis (1646-1716) SromebSi. man logistikas maTematikuri logika uwoda. mogvianebiT, 1904 wels am terminis am saxiT filosofiuri interpretacia aRiara Jenevis filosofiurma konferenciam. logistika frangulad _ `Larousse~ germanulad _ `neologizmi~ gamo-iyeneba sxva enebSic. amdenad, logistikis erT-erTi interpretacia aris maTematikuri da is asaxavs maTematikur konstruqciebs, teqnikur sistemas da sxva. amasTan, biznesTan mimarTebaSi, logistika asaxavs maTematikur gaangariSebebs da modelebs satransporto, sasawyobo da sxva amocanebis gadawyvetis procesSi. 70-iani wlebis dasawyisSi xdeba logistis intensiuri gamoyeneba ara samxedro sferoSi. 1971-75 wlebSi dasavleT evropasa da amerikis TiTqmis

yvela qveyana ganicdida umZimes energetikul kriziss. krizisma dRis wesrigSi daayena ekonomikis ganviTarebaSi samxedro zomebis miRebis aucileblobis sakiTxi. ekonomistebi da mewarmeebi am periodSi mimarTaven logistikas, rogorc mecnierebas, romelic mkacr koordi-nacias uwevs materialur-teqnikur momaragebas, warmoebas, ganawilebas da transportirebas. logistikis funqcia am periodSi mdgomareobs imaSi, rom is iZleva saSualebas, gaerTiandes es sxvadasxva nawilebi erT mTlian sferoSi. am logikidan gamomdinare, logistikam SeiZina sruliad axali konceptualuri strategiis funqcia. praqtikaSi es niSnavda yuradRebis gadatanas iseT mimarTulebebze, rogoric aris sasawyobo, sasaqonlo SefuTviTi, informaciuli da sxva, rac 70-80-ian wlebSi kompiuteruli bumis mizezi gaxda. samecniero kvlevebma logistikis dargSi pragmatuli xasiaTi moipova. ganxorcielda seriozuli gamokvlevebi materialuri da informaciuli nakadebis regulirebis dargSi. am amocanebis gadawyvetam misca saxelmwifoebs ESesaZlebloba, moexdinaT am sakiTxebis mkacri koordinacia, rogorc makro, aseve mikroekonomikur doneze. am periodidan moyolebuli terminma _ `logistika~ ufro farTo xasiaTi SeiZina. XI. 3. logistika, rogorc mecnieruli mimarTuleba logistika ganisazRvreba, rogorc funqcionirebis is sfero, romelic axdens moTxovnis, warmoebis, transportirebisa da informaciis gacvlis integrirebas. logistikas gansazRvraven, rogorc mecnierul mimarTulebas, romlis mizania nakaduri procesebis marTvis meTodebisa da formebis SemuSaveba. jer kidev 1974 wels logistikisa da materialuri nakadebis I evropul kongresze, logistikas Semdegi ganmarteba mieca: logistika _ es aris mecnieruli swavleba materialuri, energetikuli, informaciuli, samgzavro nakadebis Sesaxeb. [83, c.5]. resursebis marTvis logistikuri sistemis siaxle mdgomareobs imaSi, rom mis ganviTarebasTan erTad, xdeba prioritetebis cvla. wina planze iwevs ara produqti, aramed procesi. rogorc mecnieruli mimarTuleba, logistika sul ufro farTo xasiaTs iZens. dRes is mWidro kavSirSia maTematikasTan, kibernetikasTan, statistikasTan da sxva ekonomikur mecnierebebTan. logistikis Teoriuli debulebebi da rekomendaciebi mravali qveynis firmebSi da kompaniebSi inergeba. gamoyenebiT sferoSi misi ukugeba vlindeba ekonomikuri efeqtianobis amaRlebaSi, mimoqcevisa da warmoebis sferoebSi, danaxarjebis drois SemcirebaSi. logistikas, rogorc marTvis mecnierul safuZvels, sul ufro farTod iyeneben ara marto mrewvelobaSi, vaWrobasa da transportSi, aramed sabanko da sadazRvevo biznesSi, turizmSi da sxva sferoebSi. sul ufro gamoiyeneba logistikis farTo gageba. aq igulisxmeba ekonomikuri da sammarTvelo procesebis optimizaciis meTodologia. aucilebelia, aRiniSnos, rom logistikis Teoriis kompleqsuri, srulyofili gamoyeneba gamoyenebiT sferoSi miiRweva mxolod ekonomikuri ganviTarebisa da azrovnebiTi progresis garkveul stadiaze. aRniSnulidan gamomdinare, SeiZleba gavakeToT daskvna, rom logistikis gamoyenebis xarisxi asaxavs sazogadoebis ganviTarebis irib kriteriums. logistikuri koncefciis revoluciuri xasiaTi mJRavndeba imaSi, rom xdeba tradiciuli marTvis sistemis ngreva ufro progresulis sasargeblod. gardaqmnebi

xdeba socialur-ekonomikuri saqmianobis yvela stadiis mixedviT. mokle droSi yalibdeba marTvis axali struqtura, romelic gamoirCeva adaptaciis maRali doniT, sagareo da saSianao faqtorebis dinamikis mimarT. logistikis evoluciuri xasiaTi mJRavndeba imaSi, rom rodesac gadavdivarT sameurneo da mmarTvelobiTi saqmianobis Sesabamis doneze, CairTveba bunebrivi seleqciis regulatorebi, romlebic orientirebulia mTeli sistemis progresul ganviTarebaze. dasavleT evropis qveynebSi Catarebuli gamokvlevebis safuZvelze, gamovlinda, rom biznesSi drois 95% ixarjeba warmoebis materialur-teqnikuri momaragebis da gasaRebis faqtorebze. saqonlis warmoeba ikavebs drois mxolod 2%-s ,transportireba 3%-s. aSS-Si materialuri resursebis maragTa moculoba eep-Si Seadgens erToblivi erovnuli produqtis 15%-s. Sesabamisad, danaxarjebi materialur-teqnikuri momaragebaze da transportze Seadgens 11 da 7%-s. danaxarjebi logistikur operaciebze Seadgens: transportze1 4%, saqonelis Senaxvaze _ 21%, materialur danaxarjebze _ 23%, admi-nistraciul danaxarjebze _ 15%. [83,c.111]. gamokvlevebi, romlebic Catarda did britaneTSi, gviCveneben, rom produqciis RirebulebaSi 70 procenti Seadgens logistikaze danaxarjebs. aRniSnulidan gamomdinare, mniSvnelovani xdeba sakuTriv logistikaze danaxarjebis Semcireba. aq, pirvel rigSi, specialistebis yuradReba unda miiqcios Semdegi sakiTxebis Seswavlam: 1. materialuri resursebis, momaragebis, gasaRebis, Senaxvis marTvis procesebis srulyofa; 2. mimwodeblebis, momxmareblebis da Suamavlebis samarketingo saqmianobis srulyofa; 3. materialuri da informaciuli nakadebis moZraobis teqnologiis optimizacia; Cvens qveyanaSi logistikis calkeuli kvlevebi da marTvis meTodebi, rogorc wesi, mwiri odenobiT warmoebs. am sakiTxis gankerZoebuli, arakompleqsuri gamoyeneba ar iZleva saSualebas, erTianobaSi warmovidginoT materialuri, sainformacio da fuladi nakadebis marTvis SesaZleblobani. amasTan erTad, logistikis ganviTarebis kanonzomierebebze dakvirveba iZleva SesaZleblobas, davaskvnaT, rom is warmoadgens warmoebis organizaciisa da mimoqcevis sferos, mTliani biznesis regulirebis mniSvnelovan faqtors sabazro ekonomikis pirobebSi. XI. 4. logistikis ganviTareba da infraindustriis formireba logistikis ganviTarebas da logistikuri sistemis formirebas Tavisi stadiebi gaaCnia, romelTa Tanamimdevroba damokidebulia ama Tu im qveyanaSi bazris mdgomareobaze da sabazro urTierTobaTa ganviTarebis doneze. logistikis ganviTarebis etapebSi igulisxmeba Teoriuli SemuSavebaTa done da maTi praqtikaSi realizacia sabazro urTierTobaTa srulyofis procesSi. rogorc aRiniSna, logistikis samoqalaqo gamoyeneba ekonomikurad ganviTarebul qveynebSi daiwyo 50-iani wlebis bolos, meore msoflio omamde da omis

damTavrebis Semdegac. dasavleTis qveynebis bazris tipi aris iseTi, romelsac ewodeba `gamyidvelis bazari~. moTxovna bevrad uswrebda miwodebas. ekonomikuri krizisebi, rogorc wesi, gamowveuli iyo ara saqonlis deficitiT, aramed myidvelobiTi unarianobis dacemiT, ekonomikis monopolizaciiT da makrodoneze araefeqturi ekonomikuri marTviT. 60-ian wlebSi mdgomareoba Zireulad Seicvala. aSS-Si, iaponiaSi da sxva qveynebSi miwodebam bevrad gadaaWarba moTxovnebs. warmoiqmna `myidvelis bazari~ rig qveynebSi antimonopoliuri kanonmdeblobis SemoRebam gamoiwvia konkurenciis gamZafreba. misi zrdis mizezebia: jer erTi mewarmeTa raodenobis gadideba, ramac gamoiwvia warmoebis moculobis zrda. meore, konkurenciam rbilad rom vTqvaT moipova civilizebuli xasiaTi, rac gamoixata imaSi, rom mewarmeebi ar cdilobdnen konkurenciuli mier sxva sawarmoTa daxurvas ekonomikuri omebis xarjze, aramed prioritets aniWeben maRali teqnologiebis danergvas. imisaTvis, rom dakmayofilebuliyo momxmarebelTa moTxovnebi, aucilebeli gaxda sasaqonlo warmoebis maRal doneze uzrunvelyofa, rac SeuZlebeli iyo materialur-teqnikuri momaragebis, warmoebis, gasaRebis sxvadasxva variantebis SemuSavebis gareSe. am periodSi biznesSi gaCnda gansakuTrebuli moTxovna logistikaze, rogorc samewarmeo saqmianobis efeqtianobisa da marTvis mniSvnelovan instrumentze. am periodSi logostika imyofeboda Tavisi ganviTarebis pirvel etapze. amasTan didi roli eniWeba samewarmeo infrastruqturis ganviTarebas. transporti da sawyobi moiTxovda organizaciuli donis zrdas. meore etapze, 80-ian wlebSi, materialuri resursebis transpo-rtirebis, gadamuSavebis, dasawyobebis, Senaxvis operaciebs daemata sainformacio nakadebis marTvis procesi. aman gamoiwvia momxmareblis momsaxurebis gaumjobeseba informaciis mopovebisa da misi dajgufebis xarjze. dReisaTvis mecnierul-teqnikuri progresis ganviTarebam da sabazro ekonomikis srulyofam gamoiwvia logistikis sruliad axal safuZvlebze ageba, romelic Seesabameba misi ganviTarebis mesame etaps. materialur-teqnikuri momaragebis, warmoebis, ganawilebisa da gasaRebis procesebis organizacia mimdinareobs maTematikuri logistikis principebidan gamomdinare. logistikis ganviTarebis stadiebi _ es aris misi mzadyofnis done ekonomikur struqturebSi gamoyenebis TvalsazrisiT. mikrodoneze ganasxvaveben logistikis ganviTarebis oTx stadias. stadiebis dadgena moxda im gamokvlevebis safuZvelze, romelic Caatara logistikis saerTaSoriso organizaciam dasavleT evropis qveynebSi. gamokvleuli iyo 500 kompania ekonomikis 30 dargSi. maT Soris germaniis 130, holandiis - 100, didi britaneTis - 85, safrngeTis - 80, belgiis - 55, italiis - 50 kompania. gamokvlevam, dagvanaxa Semdegi: pirveli stadia xasiaTdeba logistikis araregularuli organizaciiT da usistemo dReRamuri dagegmviT. materialuri resursebis transportirebis centralizacia xdeba, rogorc qveynebis Sina, aseve saerTaSoriso doneze. parametrebs Seesabameba gamokvleuli firmebis 75%. meore stadiaze am funqciebisadmi damatebiT xdeba momxmarebelTa centralizebuli momsaxureba da SekveTebis Sesaxeb informaciis da-muSaveba. am jgufs miekuTvneba firmebis 20%. mesame stadia winasagan gansxvavdeba imiT, rom aq xdeba logistikuri prognozireba da samarketingo RonisZiebebis kompleqsis danergva. firmebSi da kompaniebSi xdeba materialur-teqnikuri momaragebisa da gasaRebis xangrZlivi periodis gegmebis SemuSaveba.

sawarmoo logistikuri procesebis dagegmva warmoebs erT Tveze orientaciiT, aqtiurad gamoiyeneba makrologistikis elementebi. am jgufSi Sevida gamokvleuli firmebis 18%. meoTxe stadiaze aRmoCnda respodentebis mxolod 4%. es done gamoirCeva imiT, rom ukve CamoTvlili funqciebTan erTad xdeba gasaRebis, samarketingo RonisZiebebis kompleqsis danergva sawarmoSi. meoTxe stadia yvelaze maRalia. masSi aseve warmodgenilia integrirebuli samarketingo da logistikuri sistemebi, romlebic moicavs kvlavwarmoebis mTel cikls - SekveTis miRebidan produqciis momxmareblisadmi miwodebamde. firmebSi da kompaniebSi ganisazRvreba materialur-teqnikuri momaragebis xangrZlivi an erT wliani gegmebi, bazris koniuqtura da samomxmareblo moTxovna. mecnierulad dasabuTebuli da kargad organizebuli samarketingo strategiis danergva iZleva SesaZleblobas, firmebis sameurneo saqmianobaSi danergos efeqturi logistikuri sistema, romelic konkurentebis winaSe maTi upiratesobis sawindaria. arsebuli monacemebis safuZvelze da ekonomikisagan viTarebis Tanamedrove tendenciebis gaTvaliswinebiT, mosalodnelia, rom momaval aTaswleulSi saqonelmwarmoeblebis didi raodenoba dasavleT evropis, CrdiloeT amerikisa da Soreuli aRmosavleTis qveynebidan ganaxorcieleben meoTxe stadiis logistikuri sistemebis realizacias. garkveul dromde teqnikuri da teqnologiuri parametrebiT, ZiriTadi warmoeba uswrebda infrastruqturis ganviTarebis parametrebs. bazris koniunqturis zegavleniT warmoiSva sruliad axali midgoma avtomatizaciis procesebisadmi. Seiqmna mdgradi sawarmoo sistemebi, ramac minimumamde Seamcira sawarmoo cikli. aman migviyvana im mdgomareobamde, rom biznesSi uSualod warmoebis process saerTo drois biujetSi uWiravs 10-15%, xolo 85-90% modis sasawyobo da satransporto operaciebze. aman logikurad migviyvana satransporto da sasawyobo informaciuli nakadebis srulyofis aucileblobamde. imdenad rTulia da mWidroa kavSiri sawarmoo da momsaxurebis sferos Soris, rom warmoiqmneba urTierTobis sruliad axali forma e.w. infraindustria. infraindustria warmoadgens satransporto-sasawyobo teqnologiebis erTobliobis integrirebas warmoebis procesSi. Sinaarsobrivad, es aris mdgradi sawarmoo ligistikuri sistemebis Seqmna. praqtikaSi dRes inergeba mdgradi infraindustriuli sistemebi, romelTa safuZvelSi devs logistikuri koncefcia, romelic mniSvnelovnad zrdis warmoebisa da mimoqcevis sferos efeqtianobas. XI. 5. logistikis terminis cneba logistika warmoadgens kompleqsur swavlebas. gamomdinare iqidan, rom is erTdroulad ramdenime mecnierul centrSi yalibdeboda, mecnierul SexedulebaTa speqtri mis garSemo erTob gansxvavebulia. 80-iani wlebis dasawyisSi frangi mecnierebi ligistikuri elementebis erTobliobas aRniSnavdnen terminiT _ `produqtiuloba~. am terminiT aRiniSneboda materialuri nakadebis gadaadgileba warmoebis procesisagan da misi integracia am procesTan.

80-iani wlebis bolos ukve Cndeba termini - `logistika~, romelic ufro zustad asaxavs logistikuri procesebis Sinaarss. Tavdapirvelad samoqalaqo saqmianobaSi es cneba gamoiyeneboda sasawyobo da satransporto meurneobis urTierTkavSiris dadgenis mizniT. mogvianebiT, aRmoCnda, rom es SezRudva arasakmarisi iyo da aucilebeli gaxda logistikis gafarToeba ZiriTadi warmoebis rig funqcionalur mimarTulebaze. aman da rigma sxva garemoebebma gamoiwvia `logistikis~ moqmedebis arealis gafarToeba. dRes es termini mraval Sinaarsobrivi datvirTviT xasiaTdeba: jer erTi logistika rogorc mecniereba nakaduri procesebis Sesaxeb, moicavs viwro da farTo gagebas. meores mxriv, logistika warmogvidgeba, rogorc mecniereba, romelic imyofeba mudmiv dinamikaSi, ganviTarebaSi. dReisaTvis logistikam gansakuTrebuli ganviTareba hpova mecnieruli da informaciuli nakadebis marTvis sferoSi. am aspeqtSi ucxouri da samamulo samecniero literaturuli wyaroebis analizi cxadyofs, rom logistikis qveS esmiT: 1. axali mecnieruli mimarTuleba, romlis kvlevis sagania materialuri da informaciuli nakadebis marTva; 2. racionaluri sameurneo saqmianobis forma warmoebisa da mimoqcevis sferoebSi; 3. materialuri resursebis ganawilebis, gadaadgilebisa da marTvis sistema; 4. produqciis racionaluri gadaadgilebis sistema mwarmoeblidan momxmareblamde; 5. ekonomikis sfero, romelic gansazRvravs materialur-teqnikuri momaragebis, warmoebis, ganawilebis, transportirebis, moTxovnisa da moxmarebis urTierTkavSirs. yvela saxeobis ganmartebani SeiZleba daiyos or mimarTulebad: pirvelis Tanaxmad, logistika aris biznesis sfero, materialuri da sainformacio nakadebis marTvis mimarTuleba, rogorc warmoebis aseve mimoqcevis sferoebSi. meore, logistikas gansazRvravs, rogorc diciplinaTSoris mecnierul mimarTulebas, romelsac aqvs programuli xasiaTi, da dakavSirebulia nakaduri procesebis efeqtianobis amaRlebasTan. pirveli mimarTulebis mixedviT, cnobilia logistikis Semdegi ganmartebani: magaliTad, menejmentis dargSi amerikuli sabWo logistikas ganmartavs Semdegnairad: `logistika~ es aris tvirTebisa da sawyobebis, gadaadgilebis da Sesabamisi saxeobis informaciis moZraobis miRebis procesi, mimwodeblidan momxmareblamde. am procesis dagegmva, realizacia da kontroli. [88,c.71]. SesyidviTi saqmianobis problemebis britanuli instituti ganmartavs: `logistika es aris erTiani jaWvi, momarageba, warmoeba, gasaReba, marTva da koordinacia, maT Soris miwodeblis SerCeva, warmoebis materialuri uzrunvelyofa, maragebis ganlageba da mza produqciis miwodeba momxmareblamde~.[84,c.32]. cnobili germaneli specialisti v. gilxofi Tvlis, rom `logistika es aris mza produqciisa da masalebis moZraobis koordinacia, rogorc sawarmos SigniT ase mis gareT. is iZleva masalebis nakadebis moZraobis marTvis SesaZleblobas warmoebidan momxmareblamde fizikuri `informaciuli da organizaciuli aspeqtebiT~.[88,c.81]. praqtikam daadastura, rom logistikisaTvis aseTi viwro gageba aramarTlzomieria, amitom mkvidrdeba misi meore mimarTulebis definicia,

romlis Sesabamisad, logistika es aris materialuri, SromiTi, energetikuli, informaciuli nakadebis dagegmvis, marTvisa da kontrolis Teoria. am ganmartebaSi materialurTan erTad gamoxatulia, sxva saxeobis nakadebis marTvis aucilebloba. praqtikam daadastura, rom informaciis gareSe nakadebis marTva araefeqturia. logistika dRes avrcelebs Tavis areals fuladi, SromiTi, energetikuli resursebis marTvaze. Tu GgavaerTianebT yvela midgomas, SeiZleba gamovyoT is saerTo, romelic aerTianebs logistikur midgomas, es aris sxvadasxva xasiaTis nakadebis dagegmva da marTva. aRniSnulidan gamomdinare, SeiZleba gamovyoT logistikis Semajamebeli ganmarteba, romlis Sesabamisad: logistika _ es aris nakaduri procesebis dagegmvis, marTvisa da kontrolis sistema sasargeblo resursebis (materialuris, informaciulis, safinasos, energetikulis) warmoebis, momaragebis, gana-wilebisa da gasaRebis procesi, sawarmoo, komerciuli, sakomunikacio informaciuli teqnologiebis gamoyenebis xarjze.

XI. 6. logistikis saxeebi logistika, rogorc mecnierebul swavlebas materialuri, sainformacio da sxva nakadebis marTvis Sesaxeb, moicavs sazogadoebis ekonomikuri cxovrebis sxvadasxva sferoebs. aRniSnulidan gamomdinare, samecniero gamokvlevebis da maTi praqtikuli gamoyenebis formalizaciis mizniT problemaTa kvlevis masStabebis mixedviT logistika iyofa iyofa ramdenime mimarTulebad: 1. makrologistikad; 2. mikrologistikad. makrologistikis kvlevis sagani aris is procesebi, romlebic mimdinareobs regionalur, regionTSoris, saerTo erovnul da sxelmwifoTaSoriso doneze. logistika mocemul doneze gamoixateba globaluri logistikuri strategiis realizaciaSi, romelic vlindeba calkeuli qveynebsa da regionebs Soris saerTaSoriso da teritoriuli Sromis danaxarjebis pirobebSi specializaciisa da kooperirebis arsebuli tradiciebis gaTvaliswinebiT, mdgradi savaWroekonomikuri kavSirebis formirebaSi. globaluri logistikuri strategiis ZiriTad wanamZRvrebs Seadgens Semdegi: moTxovnis individualizaciis safuZvelze, cvalebad manqanur warmoebaze gadasvla; gasaRebis bazrebsa da momaragebis wyaroebis mwarmoeblebisadmi mimagrebis aucilebloba; samecniero-teqnikuri progresis ganviTareba transportis, kavSirgabmulobios sainformacio teqnologiebis sferoebSi; saxelmwifoebrivi marTvis problemebis aqtualizacia araadministraciuli meTodebiT; saqmiani servisis sferos ganviTareba. globaluri logistikuri strategiis efeqtianoba xasiaTdeba mravali maCvenebliT. iseTebiT, rogoricaa: regionTSorisi an sagareo vaWrobis

Tanafardoba Sesabamisi moculobis saerTo produqtTan, garedan Semotanili makompleqtebeli nakeTobebis xvedriTi wili produqciis saerTo moculobaSi da sxva. is globaluri strategia, romelic xorcieldeba ara erTi, aramed ramdenime qveynis meSveobiT, SeiZleba gamoixatos sxvadasxva saxeobis politikur gadawyvetilebaSi. amis naTeli gamoxatulebaa erTiani evropuli kavSiri, erTiani bazriT (moxsnilia sabaJo formalobebi, daCqarda saerTo evropuli standartizaciis procesi, deklarilebulia am procesSi monawile kompaniebis da firmebis Tanasworoba evropis kavSirSi Semavali qveynebis saxelmwifo kontraqtebsa Tu SekveTebis erTianoba). aSS-s politikaSi didi adgili uWiravs globalur logistikur strategias. upirveles yovlisa, dasavleT evropis, iaponiis, samxreT koreis da israelis mimarT. gansakuTrebuli adgili aqvs am strategiaSi gamoyofili iaponiasTan sawarmookomerciul urTierTobebs. ukanaskneli aTaswleulis ganmavlobaSi mowodebuli momxmareblis kavSiris ko-eficienti aSS-Si samjer gaizarda. gansakuTrebulad maRalia sasaqonlo miwodebis raodenobis done amerikel da iaponel momxmareblebs, samxreT koreis momwodeblebs Soris. am partniorebs Soris miwodebis CaSlis albaToba xuTjer ufro dabalia, vidre sxva qveynebSi, xolo miwodebis intervali dayvanilia erT kviramde, maSin rodesac sxva qveynebSi is saSualod ori kviraa. globaluri logistikuri strategiis efeqtianoba gamoixateba imaSi, rom is mniSvnelovnad amcirebs Suamavlebis raodenobas, rogorc sabiTumo, aseve satransporto sferoebSi. makrologisrikuri sistemis CarCoebSi firmebi, rogorc wesi eyrdnobian erT Suamavals, aseTia magaliTad, aSS `miwodebis gaerTianebuli samsaxuri~, romelic saqonlis mimRebis winaSe srulad agebs pasuxs saqonlis miwodebis. vadebze, xolo transportirebas axdens erTiani dokumentaciis mixedviT. amasTan erTad, globaluri logistikuri strategiis danergvis mizniT, aucilebelia, gadavwyvitoT, rigi samarTlebrivi, saorganizacio, teqnikuri sakiTxebi, maT Soris Tanamedrove sainformacio teqnologiebis danergva. iseTi teqnologiebi, rogoricaa: satransporto saSualebebis moZraobis, kontrolis, marTvis subieqtebs Soris eleqtronuli informaciis gacvlis marTvis sistema da sxva. mikrologistika, mikrodoneebze ganixilavs sainformacio, materialuri da sxva nakadebis marTvis sakiTxebs. is eyrdnoba calkeuli firmebis an sawarmoTa korporaciuli jgufebis interesebs. im jgufebis, romlebic erTiandebian saerTo sameurneo kavSirebis optimizaciis mizniT. SesamuSavebeli problemebis masStabebidan gamomdinare, logistikis struqturizaciis mizniT, gamoiyeneba sxva principebic, ase magaliTad, moqmedebis masStabebis mixedviT, logistika iyofa: 1. sagareo logistikad; 2. saSinao logistikad. sagareo logistika gankargavs im nakadebs, romlebic cildeba marTvis subietqtebis CarCoebs. saSinao logistika mimarTulia sameurneo saqmianobis koordinaciis da srulyofisaken nakadebis marTvis sferoSi calkeuli firmebis an sawarmoTa korporaciuli jgufebis CarCoebSi.

aRsaniSnavia, rom Teoriasa da praqtikaSi logistikis struqturizaciis yvelaze gavrcelebuli principi aris sameurneo saqmianobis xasiaTi. am proncipiT biznesSi ganixileba logistikis Semdegi saxeebi: 1. momaragebiTi (SesyidviTi) logistika; 2. sawarmoo logistika; 3. ganawilebiTi (marketinguli) logistika. SesyidviTi logistika aris dakavSirebuli materialuri resursebis momaragebis (Sesyidvis) procesebTan. is wyvets yvela im sakiTxs, romelic aris dakavSirebuli sawarmos materialur-teqnikur momaragebis. produqciis warmoebis mosamzadebel procesebTan. sawarmoo logistika moicavs yvela im sakiTxs, romelic dakavSirebulia materialuri resursebis marTvis organizaciasTan (nedleulidan mza produqciamde, maT Soris nedleulis, makompleqtebeli nakeTobebis da masalebis miwodeba uSualod samuSao adgilebze). ganawilebiTi (marketinguli) logistika _ es aris logistika, ro-melic specializdeba produqciis realizaciaze, miwodebaze `zustad droze~ principiT _ mimwodeblebidan momxmareblebamde. yvela saxeobis logistika moicavs logistikuri informaciuli nakadebis marTvis process, romelSic Sedis rogorc materialuri resursebis Sesaxeb erToblivi (Sejamebuli) informacia, aseve am informaciis gadaadgileba momxmareblisaken. informaciuli masivebis zrdam warmoebis, mimoqcevisa da finansebis dargSi, romelic moiTxovs Sesabamis damuSavebas da ganawilebas, da kompiuteruli teqnologiebis gavrcelebam sameurneo subieqtebis marTvis sferoSi ganapiroba logistikis kidev erTi saxeobis informaciuli logistikis ganviTareba. yvela zemoTxsenebuli mikrologistikis saxeebi, moicaven materialuri da informaciuli nakadebis marTvis sakiTxTa kompleqss. amasTan erTad, imisaTvis, rom gamoiyos satransporto nakadebis mniSvneloba materialuri resursebis momarageba-gasaRebis procesSi, specialistebi am sakiTxebs logistikis kidev erT saxeobaSi satransporto logistikaSi aerTianeben. ekonomikur literaturaSi gvxvdeba agreTve iseTi cneba, rogoricaa sasawyobo logistika. im sakiTxTa wre, romelic Sedis ukanasknelSi nakarnaxevia ukanasknelis dasaxelebiT. es aris yvela is procesi da operaciebi, romelic dakavSirebulia materialuri resursebis SenaxvasTan, dasawyovebasTan da sasawyobo meurneobaSi gadamuSavebasTan. ukanasknel periodSi fulad mimoqcevis sferoSi logistikuri proncipebisa da meTodebis aqtiur gamoyenebasTan dakavSirebiT, logistikis axal sferos finansuri logistikis formireba xdeba. misi gavrcelebis areali moicavs sabanko, sadazRvevo, sagadasaxado, sainvesticio da savaWro sferoebs. is gankargavs fulad nakadebis moZraobas, am procesis racionalizacias maTi moZraobis yvela safexurze. XI. 7. logistikis miznebi logistika biznesSi sabazro ekonomikis pirobebSi asaxavs sameurneo subieqtebis saerTo strategias da taqtikas. amasTan, im firmebisa da

sawarmoebis strategia, romelic gadasulebi arian funqcionirebis logistikur principebze, unda iyos orientirebuli momxmarebelze. cnobilia, rom saqonlis SeZenis TvalsazrisiT, momxmareblis motivacia Zlier cvalebadia. amasTan, arsebobs is mudmivi kriteriumebi, romlebic biznesSi zemoqmedeben nebismier momxmarebelze. esenia: zusti dro; zusti raodenoba; garantirebuli xarisxi; mimwodeblis operatiuli reagireba; minimaluri danaxarjebi. es da sxva kriteriumebi unda akmayofilebdes logistikur sistemas, radganac es sistemebi iqmneba am mizniT. aRniSnulidan gamomdinareobs, rom logistikis daniSnuleba aris momxmarebelTa moTxovnebisadmi adaptacia. Sesabamisad, SeiZleba davaskvnaT: logistikis mTavari mizani aris Sesabamisi xarisxis da raodenobis produqciis miwodeba zustad droze, momaragebis, dasawyovebis, warmoebis, SefuTvis, gasaRebis, transportirebis, informaciis miRebis gadamuSavebis, gadacemis danaxarjebis minimizaciis pirobebSi. logistikis ZiriTadi miznis realizaciisaTvis, aucilebeli misi qvemiznebis dadgena. maT Soris ZiriTadia: kontrolis efeqtiani sistemis organizacia, romelic gamomdinareobs mogebisa da riskis, Semosavlebisa da gasavlebis, SesaZleblobebisa da moTxovnilebis analizidan. sameurneo subieqtis funqcionalurad SeTanxmebuli da teqnologiurad racionaluri organizaciuli struqturis Seqmna; sainformacio da sxva nakadebis organizebis TvalsazrisiT, marTvis efeqturi materialuri sistemis Seqmna, romlis mizania erToblivi danaxarjebis minimizacia, arsebuli simZlavreebis maqsimaluri gamoyenebis pirobebSi. strategiuli da operatiuli marTvis pirobebSi, logistikuri sistemebis Seqmna unda ganvixiloT, rogorc biznesSi konkurenciuli brZolis, mogebis amaRlebis garantia. aseTi midgoma gamarTlebulia imdenad, ramdenadac logistikuri sistemebis formireba dakavSirebulia: bazris siRrmiseul SeswavlasTan, misi tendenciebisa da kanonzomierebis dadgenasTan; alternatiuli variantebis SemuSavebis meTodebis optimizaciasTan da swori arCevanis gansazRvris problemebTan; ara marto saboloo, Sualeduri, aramed Tanmxlebi movlenebis prognozirebasTan; yvela doneze da marTvis yvela sferoSi moqmedebaTa sinqronizaciasTan. unda avRniSnoT, rom logistikuri koncefciis praqtikuli gamoyeneba moqmedi struqturis pirobebSi iZleva SesaZleblobas: avamaRloT materialuri, informaciuli da sxva tipis nakadebis moZraobis mTeli gzis analizis obieqturobisa da kontrolis Sedegianoba; SevimuSavoT gadawyvetilebaTa miRebis, alternatiuli variantebi, gavmarToT da movawesrigoT maTi miRebis SesaZleblobebi;

 gavamartivoT ekonomikur-maTematikuri da sxva meTodebis gamoyenebis SesaZleblobani maTi dagegmvis, realizaciisa da kontrolis etapebze. davadginoT gadasawyveti amocanebis Sefasebis kriteriumebis parametrebis siswore, rac iZleva SesaZleblobas, movaxdinoT sameurneo subieqtebis sakvlevi da praqtikuli saqmianobis optimizacia; avamaRloT miznobrivi orientirebis SerCevis efeqtianoba. kvlavwarmoebis procesSi gamoiyofa 2 ZiriTadi nakadi: jer erTi, aucilebelia, SeviZinoT is warmoebis faqtorebi, romlebic Semdgom gadamuSavdeba warmoebis procesis sxvadasxva stadiaze, ris Sedegadac miiReba mza produqcia da meore stadia: momxmareblidan fuladi nakadi gaedineba mwarmoeblisaken, romelTa nawili gamoiyeneba warmoebis faqtorTa kvlavwarmoebisaTvis. amdenad, Ukvlavwarmoebis procesi moicavs momaragebis, warmoebisa da gasaRebis procesebs. am stadiebs SesaZlebelia daematos sawyobSi produqciis gaCerebis funqcia. risTvis aris saWiro aseTi klasifikacia? upirveles yovlisa, sawarmoos SigniT ekonomikuri analizisaTvis, misi praqtikuli organizaciis srulyofisaTvis. yvela zemoT aRniSnuli funqcia xasiTdeba mis SigniT Sesasrulebel amocanaTa erTobliobiT. magaliTad, warmoebis funqcia moicavs sawarmos SigniT warmoebis faqtorTa gadamuSavebas. am procesebs aqvs iribi Sexeba gasaRebis bazrebTan. warmoebis stadiaze aucilebelia, gadavwyvitoT Semdegi amocanebi: davadginoT Sesasrulebel samuSaoTa Tanamimdevroba, gaviangariSoT mowyobilobis datvirTvis koeficienti da simZlavreebi, davadginoT gamosaSvebi produqciis asortimenti, misi optimaluri Tanafardoba, movaxdinoT teqnologiuri procesebis optimizacia da sxva. momarageba da gasaReba aris materialur sikeTeTa moZraobis procesi bazrisaken da bazridan, romlis drosac, sawarmoo gamodis gamyidvelis an myidvelis rolSi. am stadiis amocanebs da maT gadawyvetis SesaZleblobebs gansazRvravs gasaRebisa da momaragebis marketingi. am SemTxvevaSi gasaReba da momarageba Seadgens erTiani sistemis saerTo elementebs, amasTan, miuxedavad samarketingo politikis saerTo niSnebisa orive SemTxvevaSi, maT Soris arsebobs arsebiTi sxvaoba. procesebis organizaciaSi ZiriTadi sxvaoba mdgomareobs imaSi, rom pirvel SemTxvevaSi mimdinareobs saqonlis moZraoba sawarmodan bazrisaken, xolo meore SemTxvevaSi _ bazridan sawarmosaken. raSi mdgomareobs momaragebis funqciebi? momarageba qmnis safuZvlis mTeli sawarmoo procesis ganxorcielebisaTvis. amdenad is iZens warmoebisaTvis amosavali funqciis datvirTvas. Seferxebebi momaragebaSi gansazRvravs mTlianad warmoebis procesis Seferxebas. amdenad, misi ZiriTadi funqcia mdgomareobs aucilebeli resursebis SeZenaSi, sawarmoos teritoriamde mizidvasa da warmoebaSi CasaSvebad momzadebaSi. SesyidvasTan erTad, aucilebelia, gaviTvaliswinoT resursebis eqspluataciis sxva formebi, iseTebi rogoricaa lizingi, ijara da sxva. amdenad, momarageba es aris ara mxolod warmoebisTvis aucilebeli resursebis yidvis procesi, maTi sakuTrebaSi SeZena, aramed momaragebis amocana aris resursebis miRebis garantireba rogorc sakuTrebaSi maTi SeZenis, aseve arasakuTrebiTi operaciebis ganxorcielebis gziT.

arsebobs momaragebis sxvadasxva obieqtebi. sawarmoebSi is exeba Semdegi saxis obieqtebs: 1. sawarmos personals; 2. Sesasyid momsaxurebas; 3. ZiriTadi saSualebebis momaragebas; 4. informaciis gare wyaroebis momaragebas; 5. masalebiT momaragebas. iseTi umniSvnelo sawarmoo faqtori, rogoricaa samuSao Zala, moiTxovs Sesabamisi socialuri politikis gatarebas da Sromis pirobebis dacvas. momaragebis am subiqtis kidev erTi specifika mdgomareobs imaSi, rom misi reglamentireba xdeba SromiTi kanonmdeblobisa da satarifo xelSekrulebebis Sesabamisad. ZiriTadi saSualebebis SeZena yovelTvis rodi gulisxmobs maT fizikur yidvas. rig SemTxvevaSi, mizanSewonili xdeba ZiriTadi saSualebebis daqiraveba lizingiT, an aReba ijariT, momaragebis am funqcias sawarmoo firmis kapitaldabandebaTa an investiciebis ganyofileba. momaragebis obieqtebs Soris erT-erTi gadamwyveti mniSvneloba eniWeba gare informacias. aRsaniSnavia, rom informaciis mopoveba, dajgufeba, gadamuSaveba ar ganekuTvneba sawarmoo amocanaTa jgufs. is Sedis marTvis sferoSi. momaragebis ZiriTad funqcias Seadgens sawarmos momarageba masalebiT. cneba `masalebi~ aris sakmaod farTo da is gulisxmobs Semdeg materialur resursebs: nedleuls, naxevarfabrikatebs mza produqcias da damxmare masalebs, makompleqtebel nakeTobebs da sxva. momaragebis obieqti xdeba ara yvela `masala~, aramed mxolod romelic Seisyideba garedan. warmoebis procesisaTvis an misi stadiisaTvis SesaZlebelia gamoiyos masalebis Semdegi saxeobebi: a) nedleuli, romelic Seadgens mza produqciis substacias da miiReba misi gadamuSavebis Sedegad. nedleuls SesaZlebelia mivakuTvnoT is pirveladi masalebi, romelTac ar gauvliaT sawarmoo gadamuSaveba. b) damxmare masalebi aseve Seadgens mza produqciis substancias. maT mza produqciis formirebis procesSi gaaCniaT mniSvnelovani funqcia. magaliTad, Zafs samkervalo warmoebaSi. amasTan, unda avRniSnoT, rom ama Tu im produqciis mikuTvneba `masalebis~ kategoriisadmi, damokidebulia warmoebis specifikaze. ase magaliTad, teqstilur mrewvelobaSi Zafi aris qsovilis warmoebisaTvis nedleuli. 3) sawarmoo masalebi nedleulisa da damxmare masalebisagan gansxvavebiT, ar Sedian saboloo produqtSi, magram maTi arseboba aucilebelia sawarmoo procesis normaluri ganxorcielebisaTvis. mag.: aseTs sazeTi, sapoxi masalebi, gamagrilebeli siTxeebi da sxva. 4) makompleqtebel masalebs miekuTvneba saerTod ar moiTxoven gadamuSavebas. is masalebi, romlebic

sawarmooSi momaragebis gansakuTrebul obieqtebs Seadgens agreTve sawarmos finasuri resursebis momarageba, magram ukanaskneli, misi sirTulisa da mniSvnelobis gamo, calke sferod gamoiyofa.

unda ganvasxvaoT erTmaneTisagan agreTve cnebebi: materialur-teqnikuri momarageba da materialur-teqnikuri uzrunvelyofa. momarageba sawarmoSi aris realuri warmoebis faqtorebis warmoebaSi moZraobis procesi. ukanaskneli sawarmos uwyveti momaragebis funqciaa. materialur-teqnikuri uzrunvelyofa gacilebiT ufro farTo cnebaa da is gulisxmobs yvela im sakiTxis gadawyvetas, romelic exeba sawarmos materialur aqtivebs. materialur-teqnikuri momaragebis amocanaTa Soris, yidvis garda, mniSvnelovania masalebis xarisxis kontroli, maTi transportirebisa da Senaxvis organizacia, narCenebis gadamuSaveba da maTi gatana sawarmodan. XI. 8. logistikis funqciebi rogorc aRiniSna, termini `logistika~ pirvelad samxedro mecnierebaSi gamoiyenes da gulisxmobs samxedro SenaerTebis Sesabamisi mowyobilobiT da aRWurvilobiT momaragebas. meore msoflio omis damTavrebis Semdeg es termini mTeli rigi mikroekonomikuri da makroekonomikuri amocanebis realizaciis procesSi gamoiyeneba. am logikidan gamomdinare, logistika gulisxmobs im problemebis gadawyvetas, romlebic dakavSirebulia sawarmoo faqtorebiT warmoebis uzrunvelyofasTan. amasTan, uzrunvelyofis funqcia sakmaod farTod ganixileba. is gulisxmobs ara marto warmoebis ama Tu im faqtorebiT uzrunvelyofas, aramed gasaRebis, momxmareblebis dakmayofilebasac. materialuri-teqnikuri momarageba da `logistika~ gansxvavebuli cnebebia. ukanaskneli gacilebiT farToa da Sesabamisad, aseTi sxvaobani gansazRvravs sawarmoSi logistikisa da momaragebis struqturebis cal-calke arsebobis aucileblobas. Tanamedrove pirobebSi rogorc sawarmos menejerTa, aseve mecnierTa mxridan, did interess iwvevs logistikis problemebi. amasTan, problematikis analizi am sferoSi fragmentulia da momaragebis calkeuli fazebis SeswavliT, gasaRebis problematikis analiziT Semoifargleba. Tu gavaerTianebT momaragebis, warmoebis, gasaRebis faqtebs, maT kompleqturad gaanalizebiT miiRweva kompelqsuri funqcia, romelic sruliad pasuxobs logistikur moTxovnebs. logistikis kompleqsuri funqcia ar Semoifargleba mxolod momaragebawarmoeba-gasaRebiT, procesebiT; arsebiTi mniSvneloba eniWeba dasawyovebis, transportirebis elementebs. amdenad, am funqciis damatebiT, logistika es aris personalisa da masalebis gadaadgileba sivrcesa da droSi, maTi sawarmoo gadanawileba. satransporto logistikaSi satransporto operaciebi emsaxureba personalsa da masalebis gadaadgilebas sivrceSi. personalis logistika gulisxmobs momuSaveTa saqmianobis grafikebis Sedgenas, xolo masalebis logistika maTi Senaxvis grafikebis SemuSavebas. masalebisa da personalis sivrcobrivi gadaadgilebis process emsaxureba am ukanasknelTa dagegmva. amdenad logistika, rogorc Sida safirmo funqcia moicavs ramdenime Semadgenel faqtors.

iseTebs, rogoricaa masalebis da personalis sivrcobrivi gadaadgilebis, maTi dagegmvis process da gadaadgilebis obieqtebis gadajgufebas.

XI. 9. logistikis obieqtebi logistikis funqciebis realizeba xdeba warmoebis faqtorebis moZraobis yvela stadiaze. es stadiebia: momarageba-warmoeba-gasaReba. Sesabamisad, gamoiyofa momaragebis, warmoebisa da gasaRebis logistika. amdenad, logistika ar warmoadgens materialuri-teqnikuri momaragebis, warmoebisa da gasaRebis damatebiT funqcias. is aris damoukidebeli sfero, romelic moicavs nakadebis sivrceSi gadaadgilebis problemebs da qmnis kompleqsur funqcias. aRniSnulidan gamomdinare, SesaZlebelia, gamovyoT logistikis sami ZiriTadi funqcia: 1) sivrcobrivi (rac gulisxmobs personalis da masalebis sivrcobriv gadaadgilebas); 2) gadanawilebiTi funqcia (rac gulisxmobs masalebis sortirebis gadanawilebas da sxva); 3) droiTi funqcia (rac gulisxmobs maTi droSi gadaadgilebis meqanizms). logistika moicavs oTx obieqts: I. personalis logistikas; II. saqonlis logistikas; III. energoresursebis logistikas; IV. sainformacio nakadebis logistikas; personalis logistika moicavs:, erTi satransporto saSualebidan meoreze misi gadaadgilebisa da daclis, gadasxdomis organizacias. masalebis logistika moicavs: maT transportirebas, Senaxvas, sortirebas, gadanawilebas, gadatvirTvas. energonakadebis logistika moicavs: energiis gadacemas, Senaxvas, transformacias. sainformacio nakadebis logistika moicavs: informaciis gadacemas, Senaxvas, reorganizacias. amdenad, materialur-teqnikuri momarageba moicavs: masalebisa da mowyobilobis SeZenas, daqiravebas, momaragebis Seqmnas. xolo materialur-teqnikuri uzrunvelyofa moicavs: masalebis teqnikur kontrols, narCenebis gadamuSavebas da utilizacias. aRniSnulidan gamomdinare, Cans Tu ra arsebiTi sxvaobaa logistikas, materialur-teqnikuri momaragebasa da uzrunvelyofas Soris. cxadia, rom firmaSi arsebobs mWidro urTierTkavSiri materialur-teqnikuri momaragebasa da logistikas Soris, ris gamoc, aucilebelia, cal-calke ganvixiloT isini da davadginoT maT Soris urTierTkavSiri. Tanamedrove pirobebSi materialur-teqnikuri momarageba sruliad axal sabazro mimarTulebas iZens. aRniSnulidan gamomdinare, momaragebis politika, faqtobrivad, ganisazRvreba momaragebis marketingiT. momaragebis marketingi aris marketingis mecnieruli mimarTuleba, romelic gansazRvravs sawarmos yvela kavSirs momaragebis biznesTan, ris safuZvelzec sawarmoSi miiReba gadawyvetileba misi momaragebis gzebisa da formebis Sesaxeb. momaragebis marketingi aris marketingis saerTo funqciis nawili, romelic bevrad waagavs gasaRebis marketings. momaragebis marketingis sakiTxebis

kvleva arc Tu ise didi xnis win daiwyo. Tanamedrove etapze prioriteti eniWeba sawarmooSi ZiriTadi konturebisa da personalis marketingis sakiTxebs, maSin, rodesac adrindel etapze gadamwyvet mniSvnelobas iZenda masalebisa da nedleulis marketingi. informaciuli nakadebis marketingis sakiTxebi ar aris safuZvlianad Seswavlili. momaragebis marketingi sawarmoSi gulisxmobs ramdenime arsebiTi xasiaTis meqanizmis amoqmedebas. maT Soris unda gamovyoT iseTebi, rogoricaa: I. momargebis programis sferoSi ganxorcielebuli politikis gansazRvra; II. momaragebis pirobebis dagegmva; III. komunikaciebis politikis dadgena; IV. saqonlis miwodebis dagegmva.

XI. 10. momaragebis programis SemuSaveba firmaSi momaragebis programis Sedgena gulisxmobs garkveuli raodenobisa da saxeobis masalebis SeZenas sxvadasxva bazarze, am procesis drois dadgenas. am programis SedgenisaTvis aucilebelia, davazustoT Semdegi sakvanZo sakiTxebi: 1. romeli masalebis da ra raodenobiT SeZena aris aucilebeli firmisaTvis; 2. ra xasiTis (xarisxis) unda iyos Sesasyidi masala? 3. rogor gavanawiloT nedleulisa da masalebis bazarze moTxovna droSi. momaragebis programis Sedgenis pirveli etapi aris Sesasyidi masalebis saxeobaTa (asortimentis) dadgena. masalebis asortimenti aris damokidebuli firmis warmoebiT miznebze, dasamzadebeli da realizebuli produqciis moculobaze. did rols TamaSobs sawarmoo procesebis siRrme. sawarmoo procesis siRrme aris axali termini, romelic gulisxmobs imis dadgenas, Tu firmisaTvis ra ufro momgebiania. TviTon awarmoos Tu garedan Seisyidos nedleuli da masalebi, anu es aris sakuTari warmoebis da garedan Sesyidvis alternativa. `Sesyidva-warmoebis~ alternativa exeba ara mxolod masalebs, is aseve mniSvnelovania: a) manqanebis, danadgarebis, mowyobilobis `Sesyidva-warmoebis~ alternativis SemTxvevaSi. b) momsaxurebis `Sesyidva-warmoebis~ SemTxvevaSi. aq igulisxmeba iseTi momsaxureba, rogoricaa: sagadasaxado konsultaciebi, kompiuterebisaTvis programuli paketebis SemuSaveba, samecniero-sakvlevi da sacdelsakonstruqtoro samuSaoebi da sxva. g) alternativa imisa, SeviZinoT informacia gare wyaroebidan Tu SevagrovoT is damoukideblad. ukanasknelis magaliTs warmoadgens komunikaciebis sferoSi sxvadasxva saagentoebis ansakuTari korespodentebis safuZvelze SeZenili informacia. rogorc moyvanili magaliTebi metyveleben, gadawyvetilebebi sawarmoo procesis siRrmis Sesaxeb, zemoqmedeben masze xangrZliv perspeqtivaSi.

amasTan, rig SemTxvevaSi isini zemoqmedeben xanmokle perspeqtivaSic. magaliTad, rodesac sawarmos mcire simZlavreebis gamo, SeuZlebelia makompleqtebeli nakeTobebis warmoeba da aucilebeli xdeba maTi Sesyidva garedan. imis alternativa vawarmooT Tu SevisyidoT, moiTxovs safuZvlian analizs. analizis procesSi prioritetulia ara mxolod RirebulebiTi maCveneblebi, aramed iseTebi, rogoricaa: xarisxi, miwodebis grafikis dacva da sxva. masalebis Sesyidvis, maTi sakuTar warmoebaze gadasvlis SemTxvevaSi, adgili aqvs ukuintegracias. sxva SemTxvevaSi mwarmoeblis funqciebi gadaecema mimwodebels. ukanaskneli SemkveTis mier unda uzrunvelyofiliyo teqnikuri dokumentaciiT, specifikaciebiT, rig SemTxvevaSi, simZlavreebiT. aseT process uwodeben `simZlavreTa delegirebas~. 90-iani wlebis dasawyisidan farTod ganixileba e.w. `drekadi warmoebis~ Teoria. am SemTxvevaSi, warmoebis `siRrmis~ dadgenis gziT miiRweva xarisxisa da miwodebaTa drekadi cvla. aSS-Si da evropaSi SemuSavda am koncefciis originaluri varianti, romelic gamoirCeva Semdegi TaviseburebebiT: jer erTi, molaparakebaTa sagani xdeba ara mxolod warmoebis calkeuli komponentebi, aramed mza produqciis sistemuri elementebic, meore momwodebeli gamodis ara mxolod `delegirebuli simZlavris~ rolSi, aramed is gvevlineba produqciis mwarmoeblad da SemmuSaveblad. am xasiaTis saqmianobis gansaxorcieleblad sawarmo-mimwodeblis an sawarmo-SemkveTebisagan iqmneba erToblivi jgufebi, romlebic erToblivad ewevian sakonstruqtoro da warmoebis saqmianobas. produqciis teqnologiurobis da sirTulis maRali done gansazRvravs mxareebis mWidro urTierTkavSirs, romelic gamoricxavs bazris sxva monawileebTan konkurencias. drekadi warmoebis koncefcia warmoiSva im gamokvlevebis safuZvelze, romelic warmoebda masaCusetsis teqnologiur insti-tutSi. kvlevis sagani iyo avtomobilebis warmoeba sxvadasxva qveynebSi. gamokvlevebis procesSi dadginda is sxvaoba, romelic arsebobda warmoebis procesSi, erTis mxriv, evropelebsa da amerikelebs, xolo meores mxriv _ iaponelebs Soris. Tu pirvel SemTxvevaSi adgili hqonda klasikur nakadur xazs, operaciebis cvlilebebze da masobriv warmoebaze orientaciiT, iaponiaSi gamoiyeneboda muSakis, sawarmoo simZlavreebis, kapitaldabandebebis SedarebiT mcire raodenoba. sacdel-sakonstruqtoro da samecniero samuSaobze mcire dro ixarjeboda da TviT produqciis warmoebis procesi iyo umoklesi sawarmoo cikli. aseTma warmoebam moipova `drekadi warmoebis~ xasiaTi. nakeTobisa da teqnologiis erToblivi, erTdrouli SemuSavebis SesaZleblobas iZleva e.w. sinqronuli inJineringi. is ar moiTxovs im viwro, specializirebul azrovnebas, romelic damaxasiaTebelia arasinqronuli inJineringis SemTxvevisaTvis. aseTi samuSaoebis Sedegi, rogorc, xdeba efeqturi wesi, advilad dasanergia teqnologiuri gadawyvetilebebi. sawarmoo programis dagegmvis procesSi, romelic moicavs momaragebis programas, mcire da saSualo warmoebis moculobis miuxedavad, sawarmo gvTavazobs produqciis warmoebis farTo asortiments. produqciis warmoeba efuZneba koleqtivebs, romlebic igeba TviTmmarTvelobiTi jgufebis principebze. maT ekisrebaT: xarisxis kontrolis funqcia, xarisxis marTva sxvadasxva meTodebiT. e.w. `xarisxis wreebi~, `wundebuli produqciis aRmofxvris~ programebi da sxva. yovelive es iZleva produqciis xarisxis mudmivi srulyofis safuZvels. orientacia produqciis xarisxze,

pasuxismgeblobis amaRlebaze iZleva SesaZleblobas sawarmo struqturis SemuSavebis procesSi SevamciroT ierarqiuli daqvemdebarebis rgolebi. rogorc wesi, sawarmoo ar adgens simZlavreTa rezervs, aramed agebs warmoebas principebze _ `zustad droze~, rac maRalia sinqronizaciis doniT. saboloo jamSi firma cdilobs, gaamartivos gasaRebis sistema. produqcia umokles droSi unda gadiodes saboloo momzadebas da miemarTebodes momxmareblisken. pirdapiri marketingis sxvadasxva formebis meSveobiT momxmarebelTan mWidro kavSiri miiRweva, rac zemoqmedebs gasaRebis programis prognozirebaze.

XI. 11. Sesasyidi obieqtebis maxasiaTeblebis gansazRvra Sesasyidi obieqtebis moculobis gansazRvis procesSi aucilebelia ,gaviTvaliswinoT, rom TiToeuli maTgani warmoebis procesSi mowodebulia, Seasrulos garkveuli funqcia. amitom Tu SevisyidiT nedleuls, maSin momaragebis amocanaa im xarisxisa da saxeobis nedleulis SeZena, romelic srulad pasuxobs warmoebis amocanebs. ufro farTo gagebiT, momaragebis amocana mdgomareobs im obieqtebis SesyidvaSi, romlebic srulad pasuxoben produqciis formirebis process. ama Tu im masalebis vargisianobis xarisxis dasadgenad gamoiyeneba RirebulebiTi analizis meTodi. RirebulebiTi analizi es aris normatiuli meTodi, romlis safuZvelze miiRweva danaxarjebis Semcireba, rac, Tavis mxriv, amcirebs produqciis fass. amosavali am meTodSi aris warmoebisaTvis saWiro masalebis SeZena. TiToeuli maTganisaTvis ganisazRvreba is funqcia, romelsac esa Tu is masala asrulebs warmoebis procesSi. Semdeg etapze cdiloben mocemuli funqciis Sesrulebas minimaluri danaxarjebiT. am mizniT, swavloben masalebis specifikacias, romelic aucilebelia, SevisyidoT. konkretuli saxeobis masalebis maxasiTeblebis gamokvleva aris mxolod nawili im amocanebisa, romelic dgas masalebis Sesyidvis procesSi. momaragebis optimaluri programis SemuSavebisaTvis didi mniSvneloba aqvs imis analizs, Tu rogor urTierTqmedebis sxvadasxva SeZenili saqoneli. momaragebis procesSi ganisazRvreba urTierTze-moqmedebis ori sfero: 1. gayidvis pirobebiT ganpirobebuli urTierTzemoqmedeba; 2. Sidasawarmoo urTierTzemoqmedeba. 1) ori sxvadasxva saqonlis urTierTmoqmedeba, gamowveuli gayidvis pirobebiT, gvxvdeba im SemTxvevaSi, rodesac moTxovna erT saqonelze zemoqmedebs meore saqonlis miwodebaze. amis magaliTia: erTi da igive mimwodeblis mier ori saqonlis gayidva. erTi saqonlis miwodebis SemTxvevaSi xelsayrelia meore saqonlis igive mimwodeblidan yidva, amis safuZvelze vaRwevT drois ekonomias, martivdeba saqonlis miwodebis procedura, miwodeba da raodenobis cvlileba iZleva SeRavaTs fasebSi da sxva. 2) Sidasawarmoo urTierTzemoqmedeba warmoiqmneba SeZenili saqonlis Senaxvisa da misi warmoebaSi gamoyenebis procesSi. ase magaliTad: SefuTvis forma, saqonlis zomebi da tarifebi zemoqmedeben mis transportirebasa da Senaxvaze. amitom, warmoebaSi maragebis

Seqmnis principi.

procesSi

unda

gaviTvaliswinoT

masalebis

urTierTSecvlis

XI. 12. nedleulze da masalebze moTxovnis dadgena droiT WrilSi nedleulsa da masalebze moTxovnis dadgena drois WrilSi gansakuTrebuli aris problemaa, romelsac mudmivad vawydebiT da romelic moiTxovs mudmiv gadaWras. amis dasaZlevad, momaragebis dagegmva calkeuli masalebis mixedviT, warmoebaSi periodulad mimdinareobs. am xasiaTis momarageba damokidebulia firmis sameurneo da formalur miznebze. sameurneo TvalsazrisiT, masalebSi da maTi miwodebis vadebSi moTxovnis moculoba damokidebulia sawarmos qvedanayofebis moTxovnaze. momaragebis formalur miznad gvevlineba danaxarjebis optimizaciis mizniT, garkveuli raodenobis masalebSi moTxovnis droSi dafarva. formaluri mizani realizebadia im SemTxvevaSi, Tu momaragebis danaxarjebis faqtoris gaTvaliswinebiT miiRweva mowodebaTa garkveuli perioduloba, moTxovna masalebze periodulad gadaisinjeba maragebis zrdis gaTvaliswinebiT. calkeul masalebze mosalodnelia fasebis zrda. bunebrivia, rom aRniSnuli saxeobis nedleulisa da masalebis mowodebaze sawarmoSi warmoebs raodenobrivi parametrebis gaTvlebi. ZiriTadi optimizebuli gaTvlebi exeba momaragebis principebs. gansazRvraven Semdeg principebs: a) aucilebeli maragebis Seqmnis princips; b) calkeuli Sesyidvebis princips; g) miwodebis sinqronizaciis princips. a) aucilebeli maragebis Seqmnis principi gamomdinareobs im garemoebebidan, rom SeuZlebelia, aucilebeli nedleulisa da masalebis droSi prognozireba. es principi gamoiyeneba im firmebSi, sadac moTxovna nedleulze da masalebze igegmeba xangrZlivi droiT (1 welze gaangariSebiT) da amis Sesabamisad, maTi miwodebis vadebi ar SeiZleba ganisazRvros zustad. amis gamo, warmoiSoba garkveuli odenobiT maragebis Seqmnis aucilebloba. romelic gulisxmobs warmoebisaTvis yoveldRiur Sesyidvebs, Tumca firmebi deben winaswar kontraqts miwodebaze, ris safuZvelzec, mimwodebeli awvdis nedleulsa da masalebs kontraqtis vadebSi momxmarebels. b) miwodebaTa sinqronizaciis principi Zireulad ar gansxvavdeba wina principisagan. aq igulisxmeba mimwodeblisa da momxmareblis saqmianobis sinqronizacia, rodesac nedleuli da masalebi miewodeba garkveul dros

garkveuli raodenobiT, rac gamoricxavs maT Senaxvasa da dasawyovebas. es principi gamoiyeneba nakaduri warmoebis dros, zusti sawarmoo dagegmvis pirobebSi. XI. 13. miwodebaTa pirobebis politika

miwodebaTa politika fasTan erTad gulisxmobs Sesyidvis sxva mniSvnelovani pirobebis dadgenas. is moicavs: 1. mimwodeblebisadmi pirdapir gadasaxadebs (fasi, avansirebuli gadasaxadebi, lizingis perioduli gadasaxadebi, ijara da sxva); 2. fasdaklebas; 3. mimwodeblis kredits (yvela an calkeul miwodebaze); 4. gadaxdis pirobebs da saqonlis miwodebis vadebs. am sakiTxebis konkretuli Sinaarsi ganisazRvreba imiT, Tu ra mdgomareoba uWiravs bazarze mimwodebelsa da momxmarebels. miwodebaTa pirobebis gansazRvra xdeba xelSekrulebis safuZvelze. mxareebis interesebis, meurneobriobis pirobebis, miwodebaTa tradiciebis gaTvaliswinebiT ganisazRvreba miwodebis specifika. amitom, xelSekrulebaTa dadebis procesSi arsebiTia kompromisis gaTva-liswineba. magaliTad, kontraqtis fasi SeiZleba davwioT, Tu mivaRwevT gadaxdis sasurvel pirobebs. amasTan, fasis qveda zRvari ar SeiZleba iyos sabazro fasze naklebi. miwodebaTa pirobebi ganisazRvreba momxmarebelsa da mimwodebels Soris dadebuli kontraqtis safuZvelze. saqonlis saxeobisa da misi Sesyidvis meTodebis mixedviT, gansazRvraven Semdegi saxeobis kontraqtebs: gayidvis, ijaris, daqiravebis, samuSaoebis Sesrulebis, SemkveTis masalebiT produqciis damzadebis, lizingis da sxva. kontraqtis yvela es forma gansazRvrulia kanonmdeblobiT. erT-erTi mniSvnelovani aris lizingis kontraqti, romelic moicavs ramdenime xelSekrulebas. magaliTad: lizingi gadamzidvelTan moicavs mowyobilobis gadazidvas, dazRvevas, teqnikur gamarTvas, remonts, da sxva momsaxurebas. im SemTxvevaSi Tu momxmarebeli apirebs mowyobilobis Sesyidvas, ideba calke xelSekruleba, romelic gansazRvravs Semdgomi Sesyidvis pirobebs. lizingis erT-erTi Taviseburebas Seadgens misi iuridiuli gaformebis sirTule. analogiurad, rTulia ganvadebiT Sesyidvis procedura, gansakuTrebiT, kontraqtebis is muxlebi, romelic exeba `fass Sesyidvis preiskurantis mixedviT~ an `saboloo fass gayidvis momentisaTvis~ da sxva. arsebobs agreTve specifikuri xelSekrulebani, romlebic gansazRvraven momaragebis sxvadasxva strategias. maTi Sinaarsi aisaxeba imaSi, rom mommarageblebsa da momxmareblebs Soris ganisazRvreba xangrZlivi urTierTobis strategia. aseTi xelSekrulebebis Sedgenis procesSi ganisazRvreba myari saqmiani kavSirebi mommaragebelsa da momxmarebels Soris, iqmneba axali kontraqtis Sedgenis wina pirobebi, romelSic daculia mxareebis interesebi. CarCo xelSekrulebebi gansazRvraven mxareebs Soris urTierTobis farTo perspeqtivas. masSi ganisazRvreba TanamSromlobis saerTo pirobebi miwodebaTa moculobisa da drois gaTvaliswinebis gareSe. rig SemTxvevaSi ganisazRvreba miwodebaTa wliuri moculobebi. amdenad, isini xelSekrulebis monawileebisaTvis gamoiyeneba rogorc orientirebi. miwodebaTa pirobis winaswari xelSekruleba waagavs CarCo xelSekrulebas im gansxvavebiT, rom gaiTvaliswineba erTeuli miwodebebi.

miwodebaTa moculoba ramenime xnis adre.

momxmarebels

ecnoba

miwodebis

momentamde

moTxovnis mixedviT Sesyidvis xelSekruleba gansazRvravs mowodebaTa moculobas drois gareSe. miwodeba xorcieldeba im moculobiT, romelic gansazRvrulia xelSekrulebiT. partiebiT miwodebis xelSekruleba waagavs moTxovnis mixedviT Sesyidvis xelSekrulebebs, im gansxvavebiT, rom mocemul SemTxvevaSi xorcieldeba ramdenime miwodeba. miwodeba, rogorc wesi, xorcieldeba Tanabari partiebiT. imis gamo, rom Tavidan aviciloT myidvelTan saqonlis sawyobSi dagroveba, miwodebis procesSi gamoiyeneba xelSekrulebis ramdenime forma. esenia: a) mimwodeblis sawyobebSi saqonlis Senaxva; b) konsignaciuri sawyobi; c) miwodebaTa sistema `zustad droze~. mimwodeblis sawyobSi saqonlis Senaxva gulisxmobs, rom mimwodebeli mis sawyobSi asaxavs maragebis im raodenobas, romelic gansazRvrulia xelSekrulebiT. am SemTxvevaSi, saqoneli Seinaxeba an mimwodeblis sawyobSi, an mimwodeblis sawarmoo teritoriaze, an mimwodeblis mier ijariT aRebul teritoriaze. momxmarebeli aucileblobis SemTxvevaSi, acnobebs mimwodeblebs gadazidvaTa moculobas, ris Sedegadac, mimwodebeli avsebs maragebs. sasawyobo meurneoba SeiZleba iyos myidvelis teritoriaze, an mis maxloblad. aseT sawyobs ewodeba konsignaciuri. myidveli gadatvirTavs saqonels misTvis sasurvel dros da sasurveli raodenobiT. sawyobidan Camowerili saqonlis odenoba jamdeba da formdeba axali xelSekruleba miwodebaze, rogorc wesi momwodebeli aseT sawyobebSi agebs pasuxs saqonlis Senaxvaze, dazRvevaze da sxva, amitom konsignaciuli sawyobis organizeba xdeba sawyobisagan gankerZoebulad da aRricxvis operaciebic gansxvavebulia. miwodeba principiT zustad droze gulisxmobs, rom xelSekrulebiT saqonlis dasawyoveba ara aris gaTvaliswinebuli. mimwodebeli awvdis saqonels winaswar dagegmili grafikis mixedviT, romelic srul SesabamisobaSia momxmareblis teqnologiur procesTan, rac mTlianad gamoricxavs saqonlis dasawyovebis aucileblobas. am TvalsazrisiT, metad mniSvnelovania, rom mimwodebels momxmareblis mier zustad miewodos monacemebi ama Tu im saqonlis moTxovnis Sesaxeb. am tipis xelSekrulebaSi gaiTvaliswineba winaswari Setyobinebis is minimaluri dro, romelic eZleva momxmarebels, am ukanasknelma acnobos mimwodebels cvlilebebi miwodebis procesSi, da am safuZvelze, ukanasknelma SeZlos miwodebaTa koreqtireba. momaragebis sferoSi komunikaciebis politika. momaragebis sferoSi komunikaciebis politikis meSveobiT xdeba arsebul da potenciur mimwodeblebTan kontaqtebis damyarebis meTodebis SemuSaveba. agreTve mimdinareobs mTlianad informaciis gavlis meTodebis dadgena. ganasxvaveben momaragebis procesSi komunikaciis Semdeg meTodebs: pirdapiri komunikaciebi; momaragebis operaciebis gafarToebis stimulireba; masobrivi informaciis saSualebebSi reklama; sazogadoebasTan saqmianoba ` PR~

pirdapiri komunikaciebis meTodi aris momaragebis sferoSi gadamWreli mis CarCoebSi mimdinareobs mimwodeblebTan pirdapiri kontaqtebis damyareba. aseTi mimwodeblebis wre SesaZlebelia, davadginoT sakuTar informaciaze dayrdnobiT, mimwodebelTa cnobaridan, katalogebidan, gamofenebidan, perioduli gamocemebidan an kompiuteruli bankis monacemTa gamoyenebiT. CarCo xelSekrulebis CarCoebSi xangrZlivi partniorobis niadagze arsebuli mimwodeblebTan informaciis gacvla miekuTvneba pirdapir komunikacias. momaragebis operaciebis gafarToebis stimulirebas procesSi mwarmoebeli mimarTavs mimwodebelTa ucnob wres. aRniSnuli wris dadgena mimdinareobs sxvadasxva adgilas. magaliTad, umaRles saswavleblebSi, gamofenebze, bazrobebze da sxva. mwarmoeblis ZiriTad amocanas Seadgens kontraqtis dadgena informaciis Semdgomi gacvlis mizniT. masobrivi informaciis saSualebebSi reklama aris orientirebuli im partniorebis farTo wreze, romlebic winaswar ar aris cnobili. reklamis matareblebis safuZvelze (sareklamo gancxadebebi, gazeTebi da Jurnalebi, sareklamo rgolebi, radio, televizia, plakatebi da sxva) xdeba saqonlis im saxesxvaobis dadgena, romelic aucilebelia myidvelisaTvis. sxvadasxva RonisZiebebis safuZvelze, firma cdilobs, miaRwios dadebiT imijs sazogadoebaTa urTierTobis TvalsazrisiT, amdenad, am saqminobis mizans Seadgens ara saqonlis yidva an gayidva, aramed mTlianad firmis imijis amaRleba. amitom, PR teqnologiebi gvevlineba, rogorc momaragebis, aseve gasaRebis marketingis saerTo instrumentad. XI. 14. saqonlis miwodebis dagegmva saqonlis miwodebis degegmva moicavs maT moZraobas mwarmoeblidan momxmareblamde. rac miiRweva: momaragebis wyaroebis dadgeniT; momaragebis logistikiT. momaragebis wyaroebi moicavs saqonlis moZraobas mwarmoeblidan momxmareblamde mxareebs Soris iuridiuli detalebis dadgenas da informaciuli nakadebis regulirebas momaragebis procesSi. amasTan, ganisazRvreba momaragebis struqtura. ukanasknelSi Sedis: mwarmoebelTan pirdapiri Sesyidvebi, sacalo an sabiTumo Sesyidvebi, brokerebis samsaxuris gamoyeneba, agentebis, komisionerebis, warmomadgenlebis momsaxureba, an sakuTari SesyidviTi organizaciebis Seqmna firmaSi. momaragebis wyaroebis SerCevis procesSi unda dadgindes momaragebis ZiriTadi gzebi. am TvalsazrisiT, did rols TamaSobs mimwodeblis reputacia, misi saimedooba. imisaTvis, rom Tavidan aviciloT erT partniorTan calmxrivi urTierToba, miwodeba nawildeba ramdenime partniorTa Soris. ukanasknel wlebSi, xdeba partniorTan myari kavSirebis stimulireba. es ganpirobebulia imiT, rom aseTi urTierTobani zrdian urTierTsaimedoobas, orientirebulni arian usawyobo miwodebaze. momaragebis logistika ganixilavs warmoebisaTvis aucilebel elementebs transportirebisa da Senaxvis problemebs. aq Sedis: I. personalis logistika, romelic moicavs:

miznobriv funqciebs: (personalis raodenoba, miwodebis vadebi, saSualebebi, transportirebis punqtebi da gzebi); TanamSromlebis gadaadgilebas (jgufebis organizeba da maTi moculoba, mosvlis da wasvlis dro, satransporto saSualebebis gadaadgilebis, satransporto magistralebi); dacdis organizebas (im jgufebis organizeba, romelebic elodebian gadaadgilebas, dacdis dasawyisi da damTavreba, dacdis adgilebis organizeba); gadasvlebi (gadasvlaTa raodenoba, personalis gadasvlis dro, gadasvlis adgilebis organizeba); II masalebis logistika, romelic moicavs: miznobriv funqciebs: (raodenobas, miwodebis dros, saSualebebs, transportirebis subieqtebs da gzebs); saqonlis gadazidvas (gadazidvebis moculobis, gadazidvis dawyeba, damTavreba da xangrZlivoba, satransporto saSualebebis saxeobebi, satransporto gzebi da magistralebi); Senaxvas (Sesanaxi saqonlis moculoba, Senaxvis dro, sasawyobo meurneobis tipebi da Senaxvis meTodebi, Senaxvis adgilebis organizeba); sortirebas (saqonlis raodenoba, romelic moiTxovs xelaxal sortirebas, xelaxali sortirebis adgilebis organizeba); III energetikuli sakiTxebis logistika moicavs: energiis gadacemas (gadasacemi energiis moculoba, energiis gadacemis dawyebis damTavrebis da xangrZlivobis dro, energiis gadacemis xazebi, energiis gadacemis gzebi da maTi marTva); energiis Senaxvas (Sesanaxi energiis moculoba, energiis Senaxvis xangrZlivoba, energiis Senaxvis wyaroebi (generatori, batarea), energiis Senaxvis wayaroebis adgilmdebareoba); energiis transformacias (im energiis moculoba, romelic eqvemdebareba transpormacias, transformaciis dro, transformaciis mowyobiloba, transformaciis mowyobilobis adgilebis organizeba); informaciuli nakadebis logistikas: informaciis gadacemas (gadasacemi informaciis moculoba, gadacemis dro, pirdapiri kavSirebi, informaciuli magistralebi (telefoni, kompiuteri da sxva); informaciis Senaxvas (Sesanaxi informaciis daxarisxeba, Senaxvis dasawyisi da damTavreba, informaciis matareblebi (disketebi, perfobaraTebi da sxva) informaciis Senaxvis adgilebis organizacias; monacemebis reorganizacias (reorganizebadi monacemebis moculoba, reorganizaciis dro, Seyvana-gamoyvanis kodebi, kodireba).

UXI. 15. logistikis dagegmvis meTodebi

logistikis funqciebi moicavs warmoebis faqtorebis sivrceSi fizikur gadaadgilebas, droSi moZraobasa da gadanawilebas. logistikis realizaciis procesSi, aucilebelia oTxi saxeobis amocanis gadawyveta: 1) raodenobrivi parametrebis dadgena (ramdenis gadazidva, Senaxva an gadanawileba aris aucilebeli firmisaTvis); 2) gadazidvis vadebis gansazRvra (rodis aris aucilebeli daviwyoT da davasruloT logistikis calkeuli elementebis ganxorcieleba); 3) saSualebebis dadgena (ra saSualebebiT xdeba logistikis calkeuli amocanebis realizacia); 4) transportirebis adgilmdebareoba da wyaroebis gansazRvra (saqonlisa da personalis gadaadgilebis gzebi, sasawyobo meurneobis organizebis adgilebi, gadasazidi da gadasajdomi punqtebis organizeba). logistikis tipiuri problemebis Seswavlas, da gadawyvetas firmaSi axorcielebs sasaqonlo logistikis ganyofileba, romlis ZiriTadi funqciaa masalebis Senaxva, gadazidva, gadanawileba. mimoxilviTi SekiTxvebi: 1. rogoria urTierTkavSiri biznessa da logistikas Soris? 2. ra evoluciuri safexurebi gaiara logistikis koncefciam? 3. raSi mdgomareobs logistika, rogorc mecnieruli mimarTuleba? 4. rogor xdeba logistikis ganviTareba da infraindustriis formireba? 5. logistikis ra saxeebs vicnobT? 6. raSi mdgomareobs logistikis miznebi? 7. raSi mdgomareobs momaragebisa da logistikis safuZvlebi? 8. raSi mdgomareobs logistikis funqciebi? 9. ra igulisxmeba logistikis obieqtebSi? 10. rogor xdeba momaragebis programis SemuSaveba firmaSi? 11. raSi mdgomareobs momaragebis sferoSi komunikaciebis politika? TameSi ganxiluli sakiTxebis mokle ganmeoreba: 1. dagvixasiaTeT is gansxvaveba, romelic aris terminebs _ `logistikasa~ da `logikas~ Soris? `logika~ aris mecniereba azrovnebis meTodebisa da Tvisebebis Sesaxeb. `logistika~ aris materialuri, energetikuli, SromiTi, informaciuli, safinanso nakadebis Sesaxeb mecnieruli swavleba. 2. riT gansxvavdebian logistikis ganviTarebis stadiebi? pirveli stadia xasiaTdeba logistikis araregularuli organizaciiT da dReRamuri dagegmviT. meore stadiaze am funqciebs emateba SekveTebi da momxmarebelTa centraliziebuli momsaxureba. mesame stadiaze xdeba logistikuri prognozireba da samarketingo RonisZiebebis kompelqsuri dagegmva, meoTxe stadiaze xdeba gasaRebis, samarketingo RonisZiebebis kompleqsuri dagegmva. 3. rogoria `logistikis~, rogorc terminis genezisi? Tavdapirvelad samoqalaqo saqmianobaSi es termini gamoiyeneba sasawyobo da satransporto meurneobebs Soris urTierTkavSiris dadgenis mizniT. Tanamedrove etapze, is moicavs materialur, energetikul, informaciul, safinanso nakadebs.

4. dagvixasiaTeT mikro da makro logistikebi? mikrologistikis kvlevis sagania mikrodoneze nakadebis marTvis sakiTxis ganxilva da Seswavla. makrologistika ganixilavs im procesebs, romlebic mimdinareobs am TvalsazrisiT, regionaluri, regionTSorisi, saerTaSoriso da saxelmwifoTaSoriso doneze. 5. ra gansxvavebaa Sinagan da sagareo logistikas Soris? sagareo logistika ganixilavs im nakadebs, romlebic cildeba marTvis subieqtis CarCoebs. Sinagani logistika aris mimarTuli sameurneo saqmianobis koordinaciisa da srulyofisaken nakadebis marTvis sferoSi firmebis, sawarmoTa, korporaciuli jgufebis mixedviT. 6. dagvixasiaTeT is gansxvaveba, romelic arsebobs momaragebiT, sawarmoo (warmoebiT) da ganawilebiT (marketingul) logistikas Soris? momaragebiTi (SesyidviTi) logistika dakavSirebulia materialuri resursebis momaragebis (Sesyidvis) procesTan. sawarmoo (warmoebiTi) logistika wyvets yvela im sakiTxs, romelic dakavSirebulia warmoebis procesSi materialuri resursebis marTvis organizaciasTan. ganawilebiTi (marketinguli) logistika specializdeba produqciis realizaciaze. 7. ra obieqtebs moicavs logistika? logistika moicavs sawarmoo personals, saqonels, energoresursebs, safinanso da sainformacio nakadebs.

Tavi XII SromiTi resursebis marTva

ekonomikuri sazogadoebis mTavari naklovanebani, romelSic vcxovrobT, aris misi uunaroba, uzrunvelyos sruli dasaqmeba, aRmofxvras TviTneboba simdidrisa da Semosavlebis ganawile-baSi, rac mas axasiaTebs. j. m. keinsi kapitalistur sazogadoebaSi adamianis `sabazro~ aRzrda iwyeba, SeiZleba iTqvas, misi dabadebis momentidan da mTeli cxovreba ganawyobs mas Taosnobisa da mewarmeobisaTvis. k. makkoneli, s. briu am TavSi Tqven gaecnobiT: 2. momuSaveTa swavlebasa da kvalifikaciis amaRlebas. sapensio Semweobebis formirebis meTodologias; momuSaveTa damatebiT gadasaxadebs da momsa-xurebas.

1.SromiTi resursebis marTvis process; SromiT resursebSi moTxovnis dagegmvas; SromiT resursebSi moTxovnis prognozirebas; axali muSakebis SerCevis meTo-dologias; momuSaveTa saqmianobis Sefasebas.

3. xelfassa da Sromis anaRaurebas; stimulirebis programebs. dazRvevis programebs. ojaxur Semweobebsa da SeRavaTebs; muSakebis SromiTi statusis cvlas.

XII. 1. SromiTi resursebis marTvis procesi dRevandeli biznesis umniSvnelovanes elements warmoadgens adamianuri kapitali. amitomac aris, rom Tanamedrove kompaniebi warmoebis am umniSvnelovanes faqtors gansakuTrebul yuradRebas uTmoben. amiT SeiZleba, aixsnas kompaniaTa yuradRebis gaZliereba kadrebis SerCevis, momzadebisa da gadamzadebis, Sromis anazRaurebis sakiTxebisadmi. im specifikuri funqciebis erTobliobas, romelsac personalis marTvas vuwodebT. dRes aRvniSnavT axali terminiT SromiTi resursebis marTviT. 1990 wlidan SromiTi resursebis marTvas sul ufro didi mniSvneloba eniWeba da is iZens strategiul xasiaTs. samuSao Zalis marTva, organizaciuli kultura, maRali tempebiT viTardeba. teqnologiuri progresi qmnis disbalanss samuSao Zalis ganviTarebis donesa da teqnologiur miRwevebs Soris. SromiTi resursebis marTva warmoadgens Tanamedrove kompaniebis saqmianobis umniSvnelovanes, amasTan, uaRresad saintereso sferos. Tanamedrove biznesis sferoSi misi warmateba, upirvels yovlisa, damokidebulia adamianebze. kargad organizebuli kadrebis samsaxuris, am dargis gamocdili, SemoqmedebiTad momuSave menejerebis gareSe,korporaciebi ver SeinarCuneben saerTaSoriso standartebs produqciisa da momsaxurebis warmoebisa Tu realizaciis sferoSi. rogor aris SesaZlebeli sakadro sakiTxebSi kompaniis strategiuli miznebis realizacia, erTiani formula am sakiTxebSi ar arsebobs, amasTan, aris is zogadi principebi, romelTa realizacia iZleva am dargSi warmatebis garantias. msoflioSi cnobili kompania ,,Marriott International-is vice- prezidentis k.erlixis azriT [153,p.87] am zogad proncipebs miekuTvneba Semdegi: - sakadro strategia unda iyos integrirebuli biznesis strategiasTan; - SromiTi resursebis marTvis sagani aris ara am dargis programebi, aramed urTierTobani; - SromiTi resursebis efeqtiani marTvisaTvis, aucilebelia, movaxdinoT mosalodneli cvlilebebis prognozireba, maTi adaptacia axal garemoSi. - SromiTi resursebis marTva aris gamiznuli ara pirovnebebze, aramed problemebze da maTi gadawyvetis gzebze. - SromiTi resursebis marTvis dargSi menejerebs unda esmodeT, rom maTi sargeblianoba, mocemuli biznesSi moiTxovs uwyvet swavlebas, mowinave gamocdilebis dagrovebasa da gamoyenebas. - arsebobs SromiTi resursebis marTvis uamravi kriteriumi, romelebic aRwerilia literaturaSi. amasTan, mniSvnelovania harvardis biznesis skolis profesoris, maikl biris38 mier Camoyalibebuli kriteriumebi. esenia: a) kompetenturoba. sakadro saqmianoba efeqtiania maSin, rodesac arseboben is adamianebi, romlebsac SeswevT unari, kvalificirebulad Seasrulon
38

Elle Brandt. Global Hp//Personal Journal. 1991. March. 40

is. dRevandel pirobebSi am sferoSi kompetenturoba gulisxmobs sakadro muSakebis unars, miusadagon TavianTi saqmianoba mimdinare cvlilebebs. amitomac aris, rom kompetenturobis aucilebeli elementebi aris adaptaciis unari da moqniloba. b) erTguleba da harmonia. sakadro saqmianoba efeqtiania, Tu am sferoSi dasaqmebulebi arian kompaniis miznis erTgulni. erTgulebis fenomeni warmoiSoba maSin, rodesac aris kompaniis muSakebs, da mis miznebs Soris harmoniuloba. erTgulebisa da harmoniis uzrunvelyofa yvelaze martivi aris maSin, rodesac kompaniis sabazro Rirebulebebi eTanawyoba im Rirebulebebs, romlebic mniSvnelovania misi TanamSromlobisaTvis. g) efeqtianoba. SromiTi resursebis marTvis efeqtianoba niSnavs kadrebis dabal denadobas, samuSao mocdenebis Semcirebas, kompaniaSi dasaqmebis maRali konkurenciuli garemos arsebobas. amdenad, SromiTi resursebis marTvis dargSi dasaqmebulma menejerebma unda gaiTvaliswinon am dargis fuZemdebluri principebi da kriteriumebi. im menejerebisaTvis, romlebic pasuxs ageben kompaniebis samuSao ZaliT uzrunvelyofaze, ZiriTad problemas warmoadgens kvalificirebuli muSakebis SerCeva, amasTan, Sromis bazarze maTi moTxovnileba sul ufro izrdeba. dRevandel biznesSi mTavars warmoadgens kvalificirebuli kadrebis SenarCuneba, axalgazrdebis momzadeba da gadamzadeba, sakadro politikis demografiuli cvlilebebisadmi misadageba; momuSaveTa ekonomikuri dacemis periodSi Sesakveci muSakebis mimarT, samarTlianobis principebis dacva da sxva. mniSvnelovania aq sakadro menejmentic. samSeneblo firma _ `fluors~ (aSS) msoflios filialebSi dasaqmebuli yavs 22 aTasi muSa, 500 specialisti. menejerebs SromiTi resursebis dargSi evalebaT maTi xelfasebisa da danamatebis drouli uzrunvelyofa. personalis SerCeva, momzadeba da gadamzadeba, rasac am kompaniis filialebi msoflios 80 qveyanaSi axorcieleben. [93,p.235]. amdenad, SromiTi resursebis marTvis procesi moicavs SromiT resursebSi moTxovnis dagegmvas, prognozirebas, axali muSakebis SerCevas, kadrebis momzadebas, da kvalifikaciis amaRlebas; momuSaveTa saqmianobis Sefasebas, xelfasis, Semosavlebis regulirebas da momuSaveTa statusis cvlas. XII. 2. SromiT resursebSi moTxovnis dagegmva da prognozireba firmis kadrebiT dakompleqtebis pirveli stadia mdgomareobs moTxovnis gegmaSi. dagegmva warmoadgens kadrebis dakompleqtebis umniSvnelovanes etaps. aq mniSvnelovania Sesabamisi kvalifikaciis samuSao Zalis racionaluri odenobis SerCeva, radganac dauSvebelia, rogorc zedmeti muSaxeli, aseve misi nakleboba, rac unda iyos orientirebuli firmis perspeqtivaze. ase magaliTad, eleqtroteqnikuri mrewvelobis firmis saprognozo maCveneblebiT, mosalodneli iyo eleqtroteqnikur produqciaze moTxovnis zrda, ramac, Sesabamisad, gazarda kvalificiuri muSaxelis odenoba firmaSi. prognozirebis Seusruleblobis gamo, aucilebeli gaxda samuSao Zalis Semcireba. es magaliTi metyvelebs imaze, Tu ra urTierTkavSirSi arsebobs prognozirebas, profesiuli funqciebis swori formebas da muSaxelis daqiravebas Soris. SromiTi resursebis moTxovnis dagegmva moicavs ramdenime etaps, rac sqematurad Semdegnairadaa warmodgenili (ix. nax. #28).

biznes gegma

prognozireba

profesiuli funqciis analizi

daqiravebis procesi

samuSao Zalaze moTxovnis dadgena

samuSao Zalaze miwodebis Sefaseba

Tanamdebobrivi instruqciis Sedgena

kvalificiuri moTxovnebis Sedgena

NA nax. 28 SromiT resursebSi moTxovnis dagegmvis etapebi SromiT resursebSi moTxovnis gaangariSebis etapebis dacva uzrunvelyofs kompanias warmoebis procesis moTxovnilebaTa Sesabamisad, SromiTi resursebis aucilebeli odenobiT. SromiT resursebSi moTxovna-miwodebis dadgena iseTive mniSvnelovania, rogorc sawarmos saqmianobis dagegmva. prognozireba iwyeba SromiT resursebSi moTxovnis dadgeniT, im profesiebis saxeobebisa da odenobis gansazRvriT, romelic aucilebelia warmoebis normaluri funqcionirebisaTvis. Tu savaWro kompanias maRaziebis farTo qseliT, gadawyvetili aqvs erTi wlis Semdeg axali maRaziis gaxsna, amisaTvis direqtoris Zebna unda daiwyos dauyovnebliv, xolo gamyidvelebi unda SeirCes maRaziis gaxsnis wina etapze. prognozirebis Semdeg, amocana mdgomareobs miwodebis moculobis SefasebaSi. rig SemTxvevaSi, samuSao Zalis miwodebis wyaro, SesaZlebelia aRmovaCinoT TviT firmaSi, sadac arsebuli kadrebis gadamzadebis TvalsazrisiT, meti SesaZleblobaa. am resursebis aryofnis SemTxvevaSi, aucilebelia specialistebis garedan mozidva. aq arsebiTia SromiTi bazarze cvlilebebis Seswavla-prognozireba. dReisaTvis es procesi garTulebulia, radganac is intensiurad mimdinareobs. xSirad, muSaxelis daqiravebis procesSi formebi mimarTaven iaffasiani muSaxelis sagareo bazars, Tumca aq isini awydebian saxelmwifos saemigracio politikasTan dakavSirebul sirTuleebs. meore problema, romelic aucilebelia gaviTvaliswinoT SromiTi resursebis dagegmvis procesSi, aris mTlianad qveynis aramdgradi ekonomikuri mdgomareoba. imisaTvis, rom Tavidan aviciloT muSaxelze zedmeti danaxarjebi. kompaniebi mimarTaven muSakebis daqiravebas arasruli samuSao dRiT, an maT miRebas droebiT samuSaoebze. aseTi muSakebi advilad gasaTavisuflebelni arian ekonomikuri dacemis, kompaniis ekonomikuri mdgomareobis gauaresebis pirobebSi. XII. 3. profesiuli funqciebis analizi Tanamedrove msxvil firmebSi sul ufro didi mniSvneloba eniWeba profesiuli funqciebis analizs. aseTi analiziT SesaZlebeli xdeba, im mniSvnelovani problemis gadawyveta, romlebic aisaxeba Semdeg sakiTxebSi: ra aris saWiro mocemuli saxeobis samuSaos ganxo-rcielebisaTvis aucilebeli funqciebis analizSi, ( riT unda iyos da-kavebuli muSaki samuSao dRis ganmavlobaSi), ra kvalifikacia da codna esaWiroeba mas im garemos SeswavlaSi, romelSic mouxdeba samuSaos Sesruleba (savaWro obieqtebze dasaqmebuli gamyidveli

unda iyos komunikabeluri, rac ar moeTxoveba Carxze momuSave muSas). imisaTvis, rom miviRoT informacia profesiuli funqciebis Sesaxeb SromiTi resursebis dargSi, eqspertebs SeuZliaT, is moiTxovon mewarmeebisagan, xelmZRvanelebisagan an gamoiyenon uSualo dakvirvebis meTodi. profesiuli funqciis analizis safuZvelze, kadrebis ganyofilebis gamgem unda SeimuSaos muSakis Tanamdebobrivi instruqcia an sawarmoo operaciebis aRweriloba. Tanamdebobrivi instruqcia aris is specialuri dokumenti, romelSic aRwerilia samuSaos SemsruleblebisaTvis aucilebeli funqciebi movaleobani da pirobebi. kadrebis ganyofilebis gamges agreTve evaleba sakvalifikacio moTxovnebis SemuSaveba. ukanaskneli adgens mocemuli samuSaos Sesabamisobas muSakis ganaTlebis donesTan, gamocdilebas da daostatebis xarisxTan. cxrilSi #29 aRwerilia sainformacio sistemebis operatoris Tanamdebobrivi instruqcia da sakvalifikacio moTxovnebi: cxrili #29
normatiuli dokumenti movaleobani failebis damuSaveba, terminalebTan muSaoba, sabuRaltro, sakadro monacemebis dialogur reJimSi damuSaveba, kompiuteruli damuSavebis formebSi monacemTa Seyvana, mowyobilobis momsaxureba da remonti. amowmebs gamomaval monacemebs da axdens im darRvevebis likvidacias, romlebic iwvevs informaciis damaxinjebas. axdens winaswar dadgenili instruqciiT informaciis gadacemas, daxarisxebas, drois ganawilebis sistemis terminalis failebis regulirebas da koreqtirebas. monacemTa damuSavebis eleqtronul sistemaSi muSaobis eqvsTviani gamocdileba. kompiuterul monacemebSi Secdomebis aRmoCenisa da gasworebis unari.

Tanamdebobriv i instruqcia

sakvalifikacio monacemebi

XII. 4. axali muSakebis SerCeva personalis SerCevaze pasuxs agebs kadrebis ganyofilebis Sesabamisi specialitebi. maT movaleobebSi Sedis: Sesasrulebeli samuSaos moTxovnaTa Sesabamisad kompaniaSi kadrebis SerCeva, am muSakebze informaciis moZieba, gazeTebSi reklamis, dasaqmebis biuroebSi gancxadebis ganTavseba kolejebis, universitetebis damamTavrebeli kursebis studentebis SerCeva da sxva kompaniebidan kvalificirebuli kadrebis gadmobireba. kadrebis moZiebis ZiriTadi etapia: winaswar SerCeuli pretendentebidan sasurveli kandidaturebis dadgena. am SerCevis mizniT, gamoiyeneba pirvel etapze jamuri cnoba (reziume), sadac yvela pretendenti avsebs ganaTlebis, SromiTi gamocdilebis, ojaxuri mdgomareobis Sesaxeb monacemebs, xolo

meore etapze xdeba yovel kandidatTan gasaubreba, romelic SesaZleblobas iZleva, miviRoT sruli informacia misi kvalifikaciisa Tu sxva saintereso monacemebis Sesaxeb. gasaubrebis ZiriTadi amocana mdgomareobs imaSi, rom Segveqmnas warmodgena kandidatis gamocdilebasa da pirovnul Tvisebebze. samu-Saos specifikidan gamomdinare, kandidats SeiZleba winadadeba mieces gaiaros specialuri testi. gasaubrebis Semdeg darCenil kandidatebs kadrebis ganyofilebis specialitma SeiZleba Cautaros meore gasaubreba. amis Semdeg, am kandidatebs acnoben maT uSualo menejers, romelic kompaniis xelmZRvanelobasTan SeTanxmebiT Rebulobs gadawyvetilebas axali muSakis dasaqmebis Sesaxeb. amisaTvis, rom sabolood darwmundnen atestirebuli kandidatis monacemebSi, xdeba warmodgenili dokumentaciis da gamoxmaurebebis gadasinjva da misi samedicino Semowmeba. am procesSi yvelaze mniSvnelovans warmoadgens gasaubreba da testireba. gasaubreba tardeba kompaniis mier dadgenili standartuli teqnologiiT. is TanamSromeli, romelsac evaleba gasaubrebis Catareba, unda ecados kandidatTan Sexvedris procesSi Seqmnas araformaluri, komfortuli atmosfero, am mizniT gamoyos drois SeuzRudavi biujeti da kiTxvebi Seadginos ise, rom isini exebodnen monacemebs kandidatis Sesaxeb. gamokiTxvis procesSi kompaniis warmomadgenelma unda moaxdinos yuradRebis koncentrireba im sakiTxebze, romlebic uSualod exeba momaval saqmianobas, raTa gaarkvios, ramdenad Seesabameba am samuSaos pretendenti, an piriqiT ramdenad vargisia is am samuSaos Sesasruleblad. SekiTxvebi unda exebodes kandidatis biografiul monacemebs, mis profesiul Tvisebebs, codnas, interesebs. tipiuri SekiTxvebi warmodgenilia cxril #30 Si.

cxrili #30
monacemebi SromiTi biografia SekiTxvebi 1. ratom gindaT SeicvaloT samsaxuri? 2. ra ar mogwondaT wina samuSaoze? 3. ra amocanebi gagaCndaT wina samuSaoze?

axali Tanamdeboba

kariera

kompaniis sargeblianoba

1. ras elodebiT axali samuSaosagan? 2. axali samuSaos ra aspeqtebi migaCniaT gansakuTrebulad rTulad? 3. ra inovaciebs SeitanT Tqvens axal saqmianobaSi? 4. ra amocanebs dasvamT pirvel rigSi axal samuSaoze? 5. ras izamT im SemTxvevaSi, Tu Tqveni axali samuSaos biujeti Seikveceba 10%-iT? 1. rogori aris Tqveni miznebi xangrZliv perspeqtivebze orientaciiT? 2. karieristuli TvalsazrisiT rogor viTardebodiT dRemde? 3. ra faqtorebs aqvs Sromis procesSi TqvenTvis yvelaze didi mniSvneloba 4. rodis elodebiT dawinaurebas? 1. migaCniaT Tu ara Tqveni Tavi megobrulad? 2. xarT Tu ara gunduri individualuri muSaobis momxre? 3. aqebT Tu ara kolegebis miRwevebs? 4. ra Tvisebebi unda gaaCndes Tqvens qveSevrdoms, xelmZRvanels? 5. rogor moeqceviT `rTul~ TanamSromels? 6. rogor moeqceviT im kolegas, romelic iyo Tqveni konkurenti, miaCnia Tavisi Tavi ufro kvalificiurad, xolo amJamad aris Tqveni qveSevrdomi?

cxrili #30 gasaubrebis zogadi kiTxvarebi.39 kadrebis ganyofilebis gamocdilma muSakebma SesaniSnavad ician, Tu raoden mniSvnelovania uSualobis, urTierTndobis, miukerZoeblobis atmosferos Seqmna, raTa asistentebma Tavisufalad igrZnon Tavi da gaaCndeT gulRia urTierTobis SesaZlebloba, interviuebisas mniSvnelovania kandidatis mosmena da kritikuli msjeloba misi saqmianobaze, an calkeul pirovnul aspeqtebze. aseTi dakvirveba SesaZleblobas iZleva, SevagrovoT pretendentis Sesaxeb is aucilebeli informacia, romelic xdeba gadawyvetilebis miRebis safuZveli. dReisaTvis momuSaveTa daqiravebis xerxebs Soris yvelaze sakamaTo aris testireba. amasTan, ara sakuTriv testebi, aramed, is meTodebi, romliTac xdeba testirebis gziT pretendentebis SerCeva. testebi gamoiyeneba inteleqtis, sazrianobis, interesTa, piradi Tvisebebis gamovlenis mizniT. kompaniebi iyeneben testirebis sam ZiriTad meTods: sakvalifikacios, fsiqologiurs da narkologiurs. yvelaze xSirad gamoiyeneba is sakvalifikacio testebi, romlebic iZleva SesaZleblobas, ganvsazRvroT pretendentis kompetenturoba da is Tvisebebi, romlebic aucilebelia konktretuli samuSaos SesrulebisaTvis. testebi aris specifikuri da isini gamomdinareoben Sesasrulebeli samuSaos moTxovnebidan. magaliTad, an aZleven testebs, romlebSic vlindeba maT mier monacemTa gadamuSavebis SesaZlebloba. fizikurad momuSaveebs ki im testebs, romlebic avlenen koordinaciisa da mxedvelobis unars. fsiqologiuri testireba xdeba werilobiT, winaswar Sedgenil kiTxvebze pasuxis gacemis gziT. aseTi testebi avlenen samuSaoze pretendentis saerTo inteleqtualur dones, samuSaosadmi damokidebulebas, interess, mmarTvelobiT
39

wyaro The Interview Process//Small Bisness Report. 2004. December. 61-66.

midrekilebebs da pirad Tvisebebs. fsiqologiuri testirebis avtorebs miaCniaT, rom isini iZlevian utyuar informacias, xolo maTi oponentebis azriT, isini araefeqturi da diskriminaciuli xasiaTis matarebelia: testireba ar SeiZleba CaiTvalos panacead an mdivnebis SerCevis procesSi pretendentebis samuSaoze SerCevis utyuar meTodad. is aris samuSaoze misaRebis mxolod damatebiTi berketi. kerZo seqtorSi sul ufro mkvidrdeba narkologiuri testireba, romelTa mizania muSakebis narkotikebisadmi midrekilebis gamovlena. aSS-is menejerTa asociaciis gamokiTxvis monacemebiT, am qveynis firmebis 60% awarmoebs am tipis testirebas, maT Soris 96% uars amboben am kategoriis muSakebze. [138,p.12]. sainteresoa is gamocdileba, romelic gaaCnia calkeul ganviTarebul qveynebs samuSaoze ayvanis procesSi testireba-gamoyenebis meTodologiaze. am TvalsazrisiT, niSandoblivia is procedurebi da iuridiuli normebi, romlebic am TvalsazrisiT dominirebs amerikis SeerTebul StatebSi. am qveynis federaluri da Statebis kanonebi moiTxoven, rom damqiraveblebma ar unda dauSvan gancxadebis blankSi gasaubrebis SekiTxvebSi an testebSi is kiTxvarebi, romlebic iwvevs pretendentis diskriminacias. ase magaliTad, SekiTxvebi ojaxuri mdgomareobis, asakis, religiuri mrwamsis, materialuri mdgomareobis Sesaxeb ewinaaRmdegeba dasaqmebis Tanabari pirobebis komisiis moTxovnebs, rameTu maT SeuZliaT gamoiwvion pirovnebis diskriminacia. garda amisa, SemuSavebulia iseTi SekiTxvebic, romelic ar exeba momaval samuSaos (magaliTad, ra saqmianobas eweviT Tqven samuSaos Semdeg?) kompaniebi, romlebic iyeneben anketirebis formebSi am SekiTxvebs, arRveven kanons. [131,p.36]. 1986 wels iyo miRebuli kanoni `saimigracio wesebis Sesaxeb~, romlis Tanaxmad, kompaniebs ekrZalebaT qveyanaSi araregalurad myofi emigrantebis daqiraveba. 1988 wels `ojaxis mxardaWeris Sesaxeb~ miRebuli kanonis Sesabamisad, kompaniebi valdebulni arian daukavon TanamSromlebs xelfasidan alimentis Tanxa, amasTan, maT ekrZalebaT daqiravebis procesSi samuSaos pretendents am Temaze dausavan SekiTxvebi. [204,p.31]. kompaniebs daqiravebis procesSi ekrZalebaT iseTi SekiTxvebis dasma, rogoricaa: xarT Tu ara daojaxebuli? gyavT Tu ara bavSvebi? gaqvT Tu ara sakuTari saxli? iyaviT Tu ara dapatimrebuli? rodis daamTavreT skola? radganac aSS-is kanonebiT, isini laxaven adamianis pirovnul uflebebs. 1982 wels aSS-s umaRlesma sasamarTlom ukanonod aRiara, is testebi, romlebic iwveven muSakebis diskriminacias. amis gamo, kompaniebs ekrZalebaT am testebis gamoyeneba. imdnad, ramdenadac rTuli aRmoCnda imis dadgena, Tu romeli testi amxels samsaxurebrivi borotmoqmedebis niSnebs da romeli ara, kompaniebis didima nawilma saerTod uari Tqva testirebis meTodebze. amerikis rig StatebSi aikrZala narkologiuri testirebis Catareba, amasTan, isini savaldebuloa federaluri mTavrobis yvela mosamsaxurebisaTvis. miuxedavad imisa, rom kompaniebi maqsimalurad cdiloben maTi saqmianoba gaxadon usafrTxo da efeqturi, testirebis meTodebis oponentebi miiCneven, rom kompaniebis ufleba - miiRon maqsimaluri informacia TanamSromlebis an dasaqiravebeli muSakebis Sesaxeb testirebis gziT, ewinaaRmdegeba adamianis pirovnul uflebebs. amitomac aris, rom ganviTarebul qveynebSi damqiravebelsa da daqiravebuls Soris uflebebis balansis moZebna 2000-iani wlebis erT-erTi umwvavesi problemaa.

XII. 5. muSakebis swavleba da kvalifikaciis amaRleba samuSaoze ayvanili yvela axali muSaki samuSaos specifikidan gamomdinare, moiTxovs swavlebas. buRalteriis zogadi principebi yvela firmaSi saerToa, magram warmoebisa da momsaxurebis sferoebis specifikis mixedviT, buRalteria firmebis mixedviT gansxvavebulia. idealur SemTxvevaSi TanamSromlis profesiuli zrda unda daiwyos samuSaoze gasvlis pirvelive dRidan. muSakebi TaviaT pirvel dRes molodiniT iwyeben da kadrebis dargSi gamocdilma menejerma unda SeZlos am molodinis kompaniis SesaZleblobebTan SesabamisobaSi moyvana. Tanamedrove saqmian urTierTobaTa sferoSi ar aris sakmarisi samuSaos instruqciis Sesabamisad ganxorcieleba. niu-iorkis sainvesticio bankSi _ ,,Donaldson, Lufkin and Jenrette-i axali TanamSromlebisaTvis xdeba seminarebis organizeba, sadac isini ecnobian sxva TanamSromlebs, ismenen bankis xelmZRvanelebis gamosvlebs, ecnobian saqmiani eTikis normebs, swavloben bankSi qcevis stils da Cacmis normebs. ,,Walt Disney-kompaniaSi axali TanamSromlebi gadian swavlebas specialuri programiT, romlis dasaxelebaa ,,tradicia~, sadac maT acnoben kompaniis istorias, tradiciebs, marTvis stils. kompaniis prezidenti atarebs individualur gasaubrebas yvela axal TanamSromelTan, dawyebuls meezovidan damTavrebuls ufrosi menejeriT. am programis mizania koleqtivSi moraluri da inteleqtualuri atmosferos Seqmna. [93,c.62-64]. imisaTvis, rom yvela muSaks Seeqmnas mkafio warmodgena kompaniis startegiaze, miznebsa da amocanebze, firmebis umravlesoba warmatebiT nergavs axlad miRebuli TanamSromlebis profesiuli orientaciis programebs. es programebi gansxvavebulia, amasTan, isini moicaven ramdenime zogad Temas, romelic yvela kompaniisaTvis saerToa, es Temebia: [225,p.37-40]. firmis istoria da struqtura, subordinaciis damkvidrebuli sqema; daqiravebis, zesaaTebis anazRaureba, ganTavisuflebis pirobebi; organizaciis Sinaganawesi; damatebiTi xelfasebi da Svebuleba; SromiTi valdebulebani da pasuxismgebloba; xelmZRvaneli valdebulia, axali muSakisaTvis gamoyos dro, raTa gaacnos is kolegebs, auxsnas samuSaos specifika da Taviseburebani. aseTi drois xarjva yovelTvis Sedegiania, radganac is aCqarebs muSakis axal garemoSi adaptacias. mravali kompania iyenebs axali muSakis swavlebis specifikur meTodikas. swavleba muSakebisaTvis SeiZleba mimdinareobdes uSualod samuSao adgilze, sadac gamocdili muSa damwyebs aswavlis Sromis ZiriTad ileTebs da xerxebs. ufro maRali kvalifikaciis muSakebisaTvis gamoiyeneba specialuri leqciebi, sadac profesiulTan erTad ganixileba SromiTi eTikis sakiTxebi. kadrebis momzadebisa da gadamzadebis mizniT, wamyvani kompaniebi iyeneben calkeul universitetebTan da kolejebTan saxelSekrulebo urTierTobaTa formas. am urTierTobaTa ganviTarebis dRevandel etapze eqtiania ganaTlebis sistemisa da warmoebis integracia. am TvalsazrisiT niSandoblivia is, rom kompaniebi qmnian sakuTari ganaTlebis centrebs. sainteresoa kompania `motorolas~ gamocdileba, romelmac Seqmna sakuTari uwyveti ganaTlebis

centri-universitetsi `motorola~. es centri weliwadSi axdens 100 aTasi muSakis momzadebasa da gadamzadebas. is TamaSobs dadebiT rols, rogorc saxelmwifoebrivi da aseve kerZo ganaTlebis sistemis ganviTarebaSi. misi programa moicavs, rogorc ZiriTadi sagnebis swavlebas (gansakuTrebuli adgili eTmoba inglisuri enis swavlebas), aseve seriozul sainJinro programebs. weliwadSi am mizniT kompania xarjavs 60 milion dolars. amasTan, es Tanxa advilad gamoisyideba kompaniaSi danergili inovaciebisa da produqciis xarisxis amaRlebis xarjze. [121,p.36]. XII. 6. muSakebis saqmianobis Sefaseba da atestacia rodis SeiZleba davawinauroT muSaki? ra kriteriumebiT wavaxalisoT is materialurad? am SekiTxvebze pasuxi da Sesabamisi gadawyvetilebani, rogorc wesi, subieqturia, isini miiReba piradi dakvirvebis, interesebisa da emociebis safuZvelze. imisaTvis, rom Tavidan aicilon es subieqturi faqtorebi, kompaniebi nergaven muSakebis saqmianobis Sefasebis sistemas, romelic iZleva SesaZleblobas, obieqturad SevafasoT muSakebis Sromis Sedegebi. ukanasknel wlebSi kompaniebis mier sul ufro aqtiurad inergeba Sromis kompleqsuri Sefasebis sistema, romelSic samuSao kriteriumebi mkacrad formalizebulia, ris gamoc, rogorc damqiravebeli, aseve muSaki winaswar ecnoba Sesasrulebeli samuSaos Sefasebis kriteriumebs, orives Tanabrad SeuZlia Seafasos is, Tu ramdenad sworad aris es samuSao Sesrulebuli. samuSaos SefasebisaTvis gamoiyeneba xuTbaliani sistema, (ix. cxrili #31), rac iZleva Sromis Sedegebis sistematiurad Sefasebis SesaZleblobis. kompaniebi, aseTi Sefasebis Sedegebs iyeneben muSakebis Sekvecis mizniT.

cxrili #31 muSakis mier samuSaos Sesrulebis Sefasebis anketis nimuSi

maCveneblebi xuTbaliani Sefaseba

I. profesiuli codna da Cvevebi kargad esmis movaleobani, iyenebs miRebul codnasa da gamocdilebas; ganicdis adaptacias axali meTodebis (teqnologiebisadmi), axdens samuSaos swor dagegmvas da organizebas, aRiarebs Secdomebs da iTvaliswinebs siZneleebs. II. samuSaos moculoba: gamomuSaveba; standartebisa da droiTi grafikebis dacva; samuSao drois efeqtiani gamoyeneba. III. samuSaos xarisxi: sizustis xarisxi ar uSvebs Secdomebs; safuZvlianad asrulebs samuSaos; akeTebs swor daskvnebs. IV. iniciativa da SemoqmedebiToba: iRebs Tavis Tavze iniciativas; srulad asrulebs dakisrebul movaleobas; aqvs unari, organizebulad ganaxorcielos ideebi da Canafiqrebi. V. komunikaciuri Tvisebebi: cxadad da lakonurad SeuZlia, warmoaCinos ideebi da gacvalos informacia; SeuZlia klienturasTan da ierarqiis sxvadasxva warmomadgenlebTan uproblemo urTierToba. VI. saimedo: instruqciebis da gankargulebebis Sesrulebis SesaZlebloba; saCqaro davalebebis Sesrulebis unari; sxva SromiTi Cvevebi. VII unari: aqvs xelmZRvanelis potenciuri SesaZleblobani; sxva adamianiebis amocanebis realizaciis mizniT organizebis unari; aqvs qveSevrdomebis saqmianobis srulyofis SesaZlebloba

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54321 54321

Sefasebis kriteriumebi: 5 friadi. muSaki sistematiurad aWarbebs dadgenil normebsa da asrulebs gegemebs gadaWarbebiT. 4 _ saSualoze maRali. muSaki sistematiurad asrulebs dadgenil normebs. asrulebs gegmebs. 3 damakmayofilebeli. muSaki aris saSualo kvalifikaciis, asrulebs dadgenil normebs, rig SemTxvevaSi ver asrulebs gegmebs. asrulebs davalebebs dadgenil reJimSi. 2 aucilebelia gaumjobeseba. arasrulyofilad asrulebs normebs da ver uzrunvelyofs mosalodnel ukugebas. am donis muSaki ver pasuxobs mocemul samuSaos standartul moTxovnebs. 1 aradamakmayofilebeli. muSaki ver asrulebs samuSaos minimalur moTxovnebs da ver uzrunvelyofs mosalodnel ukugebas. aseTi Sefaseba, aucilebelia, gamoirCeodes obieqturobis maRali doniT, is iZleva SesaZleblobas, calkeuli muSaki ara marto gaecnos mis SromiT Sedegebs, aramed dasaxos maTi gaumjobesebis TvalsazrisiT konkretuli gegmebi. muSakis samuSaodan daTxovnis Semdeg, Sefasebis anketebi gamoiyeneba sasamarTlo davebis ganxilvis procesSi. XII. 7. xelfasi da Sromis anazRaureba TavianTi Sromis fasad muSakebi Rebuloben jildos, rogorc xelfasis, aseve damatebiTi premiis an sxva damatebiTi anazRaurebis saxiT. es dajildoeba warmoadgens muSakis Sromis ZiriTad motivs. muSebis da inJiner-teqnikuri personalis udidesi nawili Sromis anazRaurebas Rebuloben xelfasis saxiT, romelic ganisazRvreba drois erTeulSi gamomuSavebuli produqciis an Sesrulebuli samuSaos moculobis (namuSevari saaTebis) mixedviT. rig SemTxvevaSi xelfasis daricxvis kriteriumad gamoiyeneba es orive

maCvenebeli. xelfasi aris Sromis ara marto ZiriTadi motivatori, aramed mniSvnelovani stimulic, radganac rac meti saaTi aqvs namuSevari an produqcia gamoSvebuli muSaks miT metia misi Sromis anazRaureba. Tanamedrove firmebSi TanamSromelTa nawilis Sroma ar aris dakavSirebuli gamoSvebuli produqciis moculobaze an Sesrulebuli saaTebis raodenobaze. amitom, isini Rebuloben Sromis anazRaurebas stabiluri xelfasis ganakveTis saxiT. yvelaze mniSvnelovani aq aris is, rom maTi Sromis Sedegebi ar aris mibmuli namuSevar droze. magaliTad, marTalia, firmis menejeri da specialistebi ar Rebuloben damatebiT namuSevar saaTebze Sromis anazRaurebas, magram maT SeuZliaT dRis ganmavlobaSi dadgenil dros samuSaodan ganTavisufleba. miRebuli xelfasisa da Sromis anazRaurebis moculoba efuZneba im wvlils, romelic ama Tu im muSaks Seaqvs kompaniis saqmianobaSi. magaliTad, marketingis ganyofilebis xelmZRvaneli Rebulobs met Sromis anazRaurebas, vidre misi mdivani. xelfasis daricxvis sxva safuZveli SeiZleba iyos mocemuli samuSaos sabazro Rirebuleba. ase magaliTad, firmis direqtori SeiZleba Rebulobdes ufro maRali Sromis anazRaurebas niu-iorkSi, vidre san-diegoSi. 2001 wels amerikeli muSa saSualod weliwadSi Rebulobda 23602 dolars. [285,p.117]. Sromis anazRaureba gansxvavdeba, rogorc Tanamdebobis, aseve dargebis mixedviT. yvelaze maRal anazRaurebas Rebulobs korporaciis gamgeobis Tavmjdomare. saSualo firmis aRmasrulebeli direqtori aSS-i 1990 wels Rebulobda weliwadSi 2,1 milion dolarze mets, xolo im korporaciebSi, romelTa brunva aRemateba miliard dolars, 3,3 milion dolarze mets. [205,p.41]. Cikagos universitetis profesoris, edvard louleris mier SemuSavebulia `Sromis anazRaurebis strategiuli sistema~, romlis mixdeviTac kompaniebi gansazRvraven Sromis anazRaurebisa da Sromis Sedegebis 40 urTierTdamokidebulebas, ris safuZvelzec dgeba tarifebi. sul ufro meti kompaniebi iyeneben Sromis anazRaurebis drekad sqemebs, rodesac muSakebi xelfasis nawils Rebuloben fuladi formiT, xolo meore nawili gadairicxeba muSakis sxvadaxsva tipis gadasaxadebis dasafaravad (mag.: sabavSvo baRis, samedicino momsaxurebis da sxva) kompania ,,General Electric-Si gamoiyeneba stimulireba aqciebis da auqcionebis safuZvelze. yvela donis menejerebi Rebuloben ofcionebs, maSin, rodesac maTi ganyofilebebis efeqtianoba aRwevs sagegmo maCveneblebs. [122,p.86]. kompania ,,Wal-Mart garkveuli gamocdis periodis gavlis Semdeg TiToeul TanamSromels aZlevs SesaZleblobas, Seisyidos kompaniis aqciebi da gaxdes misi Tanamflobeli. es meTodebi aZlierebs misi korporaciuli marTvis SesaZleblobebs, rac aisaxeba warmoebis SedegebSi. [174,p.142]. amdenad, yvela es programa asaxavs Sromis anazRaurebis im farTo speqtrs, romelsac Tanamedrove kompaniebi iyeneben TanamSromelTa stimulirebisaTvis. XII. 8. stimulirebis programebi. imisaTvis, rom wavaxalisoT muSakebi aucilebelia periodulad maTi fuladi stimulireba. sxva sityvebiT rom vTqvaT, xelfasis daricxvis baza ganisazRvreba ara zogadad SromiT, aramed misi SedegebiT. amirtom aris, rom Sromis Sedegebis stimulirebisaTvis aucilebelia waxalisebis sistemebis danergva, romelic moicavs Semdeg pirobebs:
40

Burke J. Business Ethics: The Roindtable, Produced By Publie broadcasting System, 1993

premiebsa da sakomisioebs. waxalisebis erT-erTi efeqtiani forma aris premia. firmebis umravlesoba muSakebze gascems premiebs. wlis Sedegebis mixedviT, premiebi aris dakavSirebuli kompaniis miznebis realizaciasTan. sakomisoebi es aris fuladi jildoebi, romlebic gaicema firmaSi produqciis an momsaxurebis realizaciis moculobis mixedviT, rogorc wesi, isini gamoiyeneba gasaRebis sferoSi dasaqmebuli personalis Sromis anazRaurebisaTvis. mogebaSi monawileobis programa gulisxmobs mogebis zrdis SemTxvevaSi muSakebis damatebiT materialur waxalisebas. kompaniebis mixedviT es Tanxebi gaicema yovelkvartalurad, yovelTviurad an yovelwliurad. zogierT SemTxvevaSi es Tanxebi gaicema Sekvecis an pensiaze gasvlis SemTxvevaSi. miznis miRwevis monawileobis programa aris mogebaSi monawileobis programis analogiuri. aRniSnul SemTxvevaSi damatebiTi anazRaureba gaicema ara mogebis zrdis, aramed TviTRirebulebis Semcierebis, xarisxis gaumjobesebis, klientebis momsaxurebis gaumjobesebisa da kompaniis mier sxva winawar dadgenili pirobebis Sesrulebis safuZvelze. am programis erT-erTi meTodi aris nayofierebis mixedviT Sromis anazRaureba, rodesac muSaks winaswar ganusazRvraven xelfasis qveda zRvars da Semdgomi daricxva xdeba normebis an sxva sawarmoo davalebebis Sesrulebis mixedviT. xelfasis es sistema warmatebulad gamoiyeneba aseT cnobil firmebSi, rogoricaa `korningi~, `nordstromi~, `monsanto~ da sxva. amasTan, kompania `diuponma~ uari Tqva am programis realizaciaze imis gamo, rom muSakebi ar daeTanxmnen xelfasis qveda zRvaris dadgena. [204,p.37]. calkeuli kompaniebi iyenebs anazRaurebas kvalifikaciis mixedviT, romelic gamomdinareobs muSakis codnasa da kvalifikaciidan da ara maT mier Sesasrulebeli samuSaos moculobebidan. es sistema gamoiyeneba iseT kompaniebSi, rogoricaa: `alkoa~, `polaroidi~, `kraisleri~, `vestinghauzi~ da sxva. am sistemis mixedviT, xelfasis Tavdapirveli done ganisazRvreba muSakis kcvalifikaciis mixedviT, xolo misi Semdgomi zrda damokidebulia am kvalifikaciis amaRlebaze an SromiTi funqciebis SeTavsebaze. aseTi sistema iZleva SesaZleblobas, SevamciroT mmarTvelobiTi aparati, samuSao Zalaze saerTo danaxarjebi, is astimulirebs muSakebs. momuSaveTa kompaniis sakuTrebaSi monawileobis programis Tanaxmad, kompania Tavisi aqciebis nawils yidis mis TanamSromlebze, am gziT amoRebul Tanxebs aTavsebs maT sagangebo satrasto fondSi. yovel muSakze modis am fondis garkveuli xvedriTi wili, rodesac kompaniis mdgomareoba stabiluria. muSakebi fondidan Rebuloben mogebas. aseTi sistema rig kompaniebSi warmatebulad funqcionirebs, Tumca aris warumateblobis SemTxvevebic. qimiuri warmoebis firma `gor end assoSeits~ flobs 3 aTasi muSaki. e.w. asocirebuli kompanionebi an partniorebi. am firmis wliuri brunva izdeba 25%-iT da muSakebi Tavs miiCneven erTian mmarTvel gundad. amis sawinaaRmdego magaliTia teqstiluri warmoebis firma `dan river inki~, sadac 8 muSaki flobs aqciebis 70 procents. miuxedavad amisa, kompaniis marTva koncentrirebulia misi menejerebis, da sagareo investorebis xelSi, romlebic floben aqciebis mxolod 30%-s. wesdebiT am kompaniis marTvaSi muSakebis monawileoba ara aris gaTvaliswinebuli, ris gamoc dabalia maTi daintereseba. [207,p41].

XII. 9. damatebiTi gadasaxadebi da momsaxureba kompaniebi regularulad axdenen TavianTi muSakebisaTvis damatebiTi gadasaxadis dawesebas, anu xelfasis garda, axorcieleben momuSaveTa sxva finasur mxardaWeras. magaliTad, wamyvan kompaniebSi maRali donis menejerebs gaaCniaT damatebiTi SeRavaTebi. aq yvelaze gavrcelebuls warmoadgens samsaxurebrivi avtomobiliT sargebloba an klubebSi gawevrianebis SesaZlebloba. cxrilSi #31 warmodgenilia kompaniis mamarTvelobioTi aparatis SemadgenlobisaTvis yvelaze ufro gavrcelebuli SeRavaTebi. [278,pp 34-36]. cxrili #131
SeRavaTebi kompaniis mier anazRaurebuli Tanxis xv.wili %-Si 80 58 60 47 40 27 46 36

1. kompaniis avtomobilis gamoyeneba samsaxurebrivi movaleobis SesrulebisaTvis; 2. araSromisunariani dReebis anazRaureba; 3. satelefono sakrediro baraTebis anazRaureba; 4. kompaniis avtotransportis gamoyeneba piradi mizniT; 5. samedicino momsaxureba; 6. sxvadasxva klubebSi gawevrianebis gadasaxadi; 7. sicocxlis damatebiTi dazRveva; 8. avtomanqanis telefonis gadasaxadi.

am cxrilSi warmodgenilia im SeRavaTebis nusxa, romliTac sargebloben kompaniis prezidentebi da aRmasrulebeli direqtorebi. zogjer terminebs, `damatebiTi gadasaxadebi~ da `momsaxureba~ SevyavarT SecdomaSi, sinamdvileSi es aris msxvili asignebebi, romlebic arsebiT zegavlenas axdenen momuSaveTa Sromis anazRaurebaze. ase magaliTad, aSS-Si muSaki, romelic xelfasis saxiT Rebulobs 10,84 dolars saaTSi, damatebiTi gadasaxadis saxiT Rebulobs 4,12 dolarze mets.41 da es gadasaxadebi arsebiT rols TamaSoben muSakis yoveldRiur yofaSi, mis saqmianobaSi. arsebobs sxvadasxva saxeobis damatebiTi gadasaxadi da momsaxureba. iseTebi, rogoric aris socialuri, umuSevrobis mixedviT dazRveva, samedicino momsaxurebis programebi da sxva. muSakis saerTo biujetSi damatebiTi gadasaxadebisa da momsaxurebis saSualo procentuli Tanafardoba aSS-s kompaniebSi warmodgenilia cxrili #32Si.42 cxrili #32
# maCveneblebi %

41 42

Statistical Abstracts of the United States: 2004. Washington, D. C. GPO, 1991.419 iqve, 420

1 2

ZiriTadi xelfasi; damatebiTi xelfasi: -premia zeganakveTur samuSaoze; - danamati; - is premiebi, romlebic ar aris dakavSirebuli sawarmoo normebis SesrulebasTan. dazRveva. arasamuSao dReebze gadasaxadi: - Svebuleba; - sadResaswaulo dReebi; - avadmyofobis gamo gacdenil dReebze; pensiebi. kanoniT gansazRvruli gadasaxadi: - socialuri uzrunvelyofa; - umuSevrobis federaluri Semweoba. - umuSevrobis Statis Semweoba; - tramvatizmis gadasaxadi.

72 3

3 4

7 6

5 6

3 9

miuxedavad imisa, rom dazRvevis programebi arasavaldebuloa, isini sul ufro met popularobas iZenen. sawarmoTa umravlesoba axdens sicocxlis, janmrTelobis dazRvevas. agreTve iyenebs stomatologiuri momsaxurebis, qronikuli daavadebebis miznobriv sadazRvevo programebs. is sadazRvevo programebi, romlebic anazRaurdeba kompaniebis mier aris warmodgenili nax. #33-Si

# 1 2 3 4

dazRvevis saxeoba xangrZlivi umuSevroba; hospitalizaciis, qirurgiuli operaciis, qronikuli mkurnalobis; kbilebis mkurnaloba; Tvalis daavadebebis mkurnaloba.

firmebis xvedriTi wili maT saerTo raodenobaSi (%-Si) 45 daavadebebis 90 66 32

nax. #33 dazRvevis is saxeoba, romelsac ixdian kompaniebi43 umuSevroba es aris socialurad umwvavesi problema, amitom, civilizebul qveynebSi mewarmeebi afinanseben umuSevrobis dazRvevis specialur fonds, romlis saxsrebi gamoiyeneba TiToeul ganTavisuflebul muSakze umuSevrobis Semweobis dasafinaseblad. yvela mewarme valdebulia, am fondSi gadaricxos winaswar dadgenili Tanxa. umuSevrobis Semweobis done damokidebulia muSakis wina wels miRebuli xelfasis doneze, amasTan, Semweobis zoma da misi gacemis xangrZlivoba diferencirebulia. rigi dargebis (saavtomobilos,

43

Statistical Abstracts of the United states. 2004.

metalurgiulis da sxva) muSakebi am Semweobis garda Rebuloben damatebiT Semweobas kompaniis an profkavSiris xarjze. XII. 10 ojaxuri Semweobebi da SeRavaTebi. `Tanamedrove etapze maRalmwarmoebluri kompaniebi Sromis mwarmoeblurobis, socialuri statusis amaRlebis, kadrebis damagrebis misi mdgradobis amaRlebis mizniT, nergaven ojaxuri daxmarebebis programebs. magaliTad, kompania `jonson da jonsoni~ yvela TanamSromels emsaxureba or sabavSvo centrSi, romlebic ganTavsebulia mis teritoriaze, xolo Cvil bavSvze, dedas an mamas aZlevs erT wlamde Svebulebas. aseTi SeRavaTebi momgebiani, ara marto mSoblebisaTvis, aramed biznesisaTvisac, radganac es xels uwyobs Sromis nayofierebis zrdas da samuSao gacdenebis Semcirebas. iseTma kompaniebma, rogoric aris `ameriken berkersi~ da `target storzi~ TavianT teritoriaze aages sabavSvo skolebi TanamSromlebisaTvis. [273,p.42]. erT-erTi mniSvnelovani problema kompaniebSi dasaqmebuli muSakebisaTvis aris asakovani mSoblebis movla. mTeli rigi kompaniebi am mizniT, TanamSromlebisaTvis gascemen daxmarebebs, imisaTvis, rom maT daiqiravon moxuci mSoblebis momvlelebi, kompaniebi am mizniT specialur sainformacio biuroebsac ki qmnian. sainteresoa kompania `straid- rait~-is gamocdileba, romelmac erT centrSi gaaerTiana moxucebi da bavSvebi. Senobis erT nawilSi swavloben bavSvebi, meoreSi TavianTi saqmeebiT arian dakavebulebi moxucebi. isini erTmaneTs xvdebian mxolod biblioTekaSi da sasadiloSi. [207,pp.27-28]. avadmyofobis gamo, eqstremalur pirobebSi muSaobis Sedegad damatebiTi anazRaureba Tanamedrove kompaniebis TanamSromlebTan urTierTobis Cveuli forma gaxda. yvela kompania am sakiTxs wyvets individualurad da SromiTi xelSekrulebaSi is winaswar ecnoba TanamSromels. sxva SeRavaTebs, romelsac Tanamedrove kompaniebi nergaven: saxlis yidvis, turistuli mogzaurobis, sakonsultacio da iuridiuli momsaxurebis, ganaTlebis, samsaxurebrivi avtotransportis gamoyenebis da sxva mizniT sesxebis gacema, miekuTvneba im sxva SeRavaTebs, romelsac Tanamedrove kompaniebi nergaven. jandacvis programebis realizacia iZleva daavadebaTa profilaqtikis, maTTan dakavSirebuli Sromis danakargebis minimumade Semcirebis SesaZleblobas. amitomac aris, rom isini imyofebian Tanamedrove firmebis yuradRebis centrSi. magaliTad, kompania `jonson da jonsoni~ axdens programis _ `vicxovroT sicocxlisaTvis~ realizacias, romelSic monawileobs misi 35 aTasi TanamSromeli. am programis yvela monawile gadis specialur samedicino gamokvlevas, romlis safuZvelzec. xdeba maTi janmrTelobis mdgomareobisa da `riskis zonebis~ dadgena. amis Sedegad, isini Rebuloben individualur rekomendaciebs. garda amisa, TanamSromlebs eTmobaT sportuli dawesebulebani da specialuri kvebis obieqtebi. amis gamo, kompaniaSi mniSvnelovnad Semcirda avadmyofobis mizeziT gacdenebis raodenoba, ramac mas erT TanamSromelze 378 dolaris odenobis ekonomia misca. kompania `edisonma~ am mizniT aaSena 8 poliklinika, 2 gadaudebeli daxmarebis sadguri da afTiaqi. amis gamo, is faqtobrivad akontrolebs sakuTari TanamSromlebis samedicino xarjebs. [208,p.32].

XII. 12. cvlilebebi muSakebi SromiT statusSi kadrebis SerCevis, momzadebisa da gadamzadebis mizniT, kompaniebi axorcieleben did danaxarjebs. miuxedavad amisa, TanamedroveobaSi cvlilebebisadmi adamianebis ltolva sakmaod didi, ris gamoc didia kadrebis denadobac, rac seriozul problemebs uqmnis bizness. adamianebis mier samuSaos datovebis sxvadasxva mizezi arsebobs. maT Soris ZiriTadi mizezebi warmodgenilia nax. #34-ze.
# samuSaodan wasvlis mizezebi saxelmwifo seqtorSi dasaqmebulTa xvedriTi wili % 4.3 4.9 4.9 5.9 6.4 8.2 10.7

1 2 3 4 5 6 7

meuRlis gadayvana samuSaos tipis Secvlis survili arasakmarisi xelfasi ufro meti gamomuSavebis survili sacxovrebeli adgilis Secvla samuSaoTi daukmayofilebloba karieristuli mosazrebani

nax. #34 samuSaodan wasvlis mizezebi [215,p.38]. imisaTvis, rom Tavidan aicilon zedmeti danaxarjebi, kompaniebi cdiloben, ganTavisuflebuli muSakebi Secvalon im TanamSromlebiT, romelTac gaaCniaT am sferoSi muSaobis gamocdileba. moraluri atmosfero kompaniaSi umjobesdeba maSin, rodesac xdeba im TanamSromlebis dawinaureba, romlebic icnoben am kompaniis Taviseburebebsa da warmoebis specifikas. miRebuli Sedegebis mixedviT specialistis dawinaureba aris potenciurad mcdari gadawyvetileba, radganac mas damatebiT unda gaaCndes menejeris Tvisebebic. magaliTad, firmis is TanamSromeli, romelmac miaRwia gayidvebis maRal maCveneblebs ar aris aucilebeli dawinaurdes gasaRebis ganyofilebis gamgis Tanamdebobaze winaswari analizis gareSe, radganac im SemTxvevaSi Tu is ver gaarTmevs Tavs mis winaSe dasmul amocanebs, iwyeba adamianis demoralizaciis procesi, ris gamoc mcirdeba misi Sromis mwarmoebluroba. kompaniis mier muSakis swavlebaze daxarjuli energia, dro da fuli dakargulia SemTxvevaSi, Tu es TanamSromeli Sekvecebis an samuSaos Seusruleblobis motiviT ganTavisufldeba samuSaodan. kompaniebi qveynis ekonomikuri koniuqturidan gamomdinare, amuSaveben struqturuli gardaqmnis sakuTar strategias, romelic gulisxmobs krizisul periodSi administraciuli danaxarjebis (mivlinebebis, miRebebis) Semcirebas, xelfasis droebiT gayinvas, pensiaze vadamdeli gasvlis waxalisebas da sxva. miuxedavad amisa, kompaniebi ekonomikuri pirobebis gauaresebis gamo, iZulebuli xdebian wavidnen Sekvecebze. ase magaliTad, 1991 wels kompania `jeneral motorzma~ daxura misi 25 qarxana CrdiloeT amerikaSi da samuSaodan gaaTavisufla 74 aTasi muSa. [286,pp.56-58]. Tanamedrove pirobebSi samuSaodan usamarTlo daTxovna ganviTarebuli qveynebis kompaniebSi xSirad xdeba sasamarTlo ganxilvisa Tu davis sagani. am mizeziT, kompaniebi nergaven muSakebis `sargeblianobis Sefasebis~ sistemas, romlis Sesabamisad, muSakebi fasdeba winaswar dadgenili

kriteriumebiT. am gziT dagrovili qulebis mixedviT, Sekvecas eqvemdebarebikan is muSakebi, romlebmac miiRes minimaluri Sefaseba. Sekvecebis SemTxvevaSi muSakis mtkivneuli reaqciis SesaZleblobis mizniT, Tanamedrove kompaniebi qmnian e.w. dasaqmebis biuroebs, romlebic eZeben Sekvecili muSakebisaTvis samuSaos sxva kompaniebSi. ase magaliTad, kompania `makdonel duglasma~ xuTi aTasi TanamSromlis iZulebiT Sekvecis periodSi Seqmna yofili TanamSromlebis daxmarebis centri, sadac isini Rebulobdnen axal samuSao adgilebTan dakavSirebul yvela aucilebel konsultacias. garda amisa, moawyo da daafinansa yofili TanamSromlis reklama radioTi. [185,p.140]. miuxedavad amisa, samuSaodan ganTavisufldeba mtkivneulad aisaxeba, pirovnebis, rogorc materialur, aseve moralur mdgomareobaze da darCenili TanamSromlebis Sromis nayofierebaze. kompaniebis nawili atarebs Sekvecebis gareSe muSaobis politikas. ase magaliTad, ekonomikuri krizisis SemTxvevaSi kompania `honda~ anelebs nakaduri xazis siCqares, riTac amcirebs droSi produqciis gamoSvebas, muSebis nawilis gadajgufeba xdeba ufro dabalanazRaurebad samuSaoze. aseTi politika SeiZleba dadebiTad Sefasdes, radganac muSebi ufro loialurebi xdebian kompaniisadmi, amiT iqmneba Sromis nayofierebis realuri amaRlebis stimulebi. kompania `linkoln eleqtrikis~ mier garantirebuli dasaqmebis politikis Sedegad, ekonomikuri daRmavlobis periodSi muSebi nebayoflobiT, Sromis anazRaurebis gareSe Rebuloben monawileobas firmis produqciis realizaciaSi. [146,p.47]. miuxedavad am zomebisa, kompaniidan daTxovili muSakebis didi nawili mainc mimarTavs sasamarTloebs. msoflios ganviTarebuli qveynebis masStabebiT dafiqsirebulia ganTavisuflebis proceduris darRvevis uamravi saqme, sadac muSebi iyenebdnen sasamarTlo ganxilvebs. specialistebis mtkicebiT yofili muSakebis 86% sasamarTlo ganxilvis SemTxvevaSi aqvs Sansi moigos aseTi saqme. [151,p.7]. amiT iyo motivirebuli is, rom firmebis nawili Tavis muSakebTan Tavisufali kontraqtis mixedviT debs xelSekrulebas, romlis Sesabamisad, aRiarebulia kompaniis ufleba gaanTavisuflos muSaki nebismier dros.44 XII. 13. sapensio programebi pensiis wyaro aris is specialuri gadasaxadebi, romlebic momuSaveTa xelfasidan gadairicxeba socialuri dazRvevis erTian fondSi. ukanasknel wlebSi msoflioSi dainerga kompaniebis mier, kerZo sapensio fondebSi dafinansebis programebi, romlebic uzrunvelyofs muSakebs damatebiTi sapensio TanxebiT. kerZo sapensio programebiT dafinansebul pensionerTa xvedriTi wili izrdeba. am sapensio programebSi Tanxebis gadaricxva xdeba firmis mimdinare mogebidan an am mizniT iqmneba specialuri dafinansebis fondi. rogorc wesi, kerZo sapensio fondSi kompania ricxavs sakuTar saxsrebs (xelfasidan anaricxebis 50 procents). miuxedavad imisa, rom kanoni ar valdebulebs kompaniebs Seqmnan aseTi fondebi, firmebi maT qmnian kadrebis mozidvisa da damagrebis mizniT. am tipis sapensio gadasaxadebis uaryofiTi Tviseba mdgomareobs imaSi, rom isini SeiZleba aRmoCndnen riskis qveS im SemTxvevaSi, Tu firma gakotrda

44

Joann S. Lublin. Firing Line. Lagal challenges Forse Firms to Revamp Ways The Dismiss Workers//The Wall Street Joural. 1983. 13 September

an daixura. amis Tavidan asacileblad, msoflio praqtika iTvaliswinebs kerZo sapensio fondebis dazRvevas. arastabiluri ekonomikuri klimatis pirobebSi, kompaniebi avlenen ufro met Semoqmedebas sapensio Semweobis, daxmarebis sxva formebiT uzrunvelyofis procesSi. zogierT pensioners fulis nacvlad sTavazoben aqciebs an obligaciebs. ase magaliTad, kompania `iunaiT sTeiTs stilma~ 1984 wels Tavisi sapensio davalianeba dafara saxelobiTi aqciebiT, riTac 333 mln dolaris odenobiT naRdi fulis ekonomia miiRo. am gadawyvetilebis safuZvelze, myardeba pirdapiri UurTierTkavSiri kompaniis warmatebasa da sapensio programas Soris. [116,p.81]. dedamiwis mosaxleoba Cqara berdeba. biznesis sferosaTvis mosaxleobis Cqari daberebis procesi qmnis or problemas: pirveli mdgomareobs imaSi, rom adamianebis umetresobas sapensio asakSi aqvs survili da SesaZlebloba, imuSaos; meore ki imaSi, rom adamianebs, romlebmac miaRwies sapensio asaks, unda gaTavisebuli hqondeT masze gasvlis aucilebloba, radgan biznesi moiTxovs axalgazrdul energiasa da enTuziazms. msoflios mosaxleoba sworad aRiqvams Sromis saqmianobis asakobrivi zRvaris ideas. kompaniebis didi nawili axorcielebs pensiaze aucilebeli gasvlis politikas, romlis Sesabamisad adamiani wyvets muSaobas sapensio asakSi. aSS-is kongresis mier 1967 wels miRebuli aqvT `kanoni asakobrivi diskiminaciis Sesaxeb~, romelic krZalavs yvela 40-dan 65 wlamde asakis muSakis SromiT diskriminacias. miuxedavad amisa, kompaniebi am asakSi muSakebs iZulebiT aTavisufleben, raTa isini Secvalon ufro axalgazrda da mcire anazRaurebis mqone personaliT, rac bunebrivia, Seesabameba maT interesebs. aSS-s kongresis 1986 wels `asakobrivi diskriminaciis Sesaxeb~ miRebul kanonSi Sesworebis Sesabamisad, kompaniebs ekrZalebaT muSis iZulebiT gaSveba pensiaze, aseve asakobriv barierTan dakavSirebiT damatebiTi xelfasis an sxva SeRavaTebis Sekveca. [242,pp.41-43]. amis gamo, kompaniebi sapensio droze adre gasvlis SemTxvevaSi, muSakebs sTavazoben fulad waxalisebas. aseT meTods gaaCnia upiratesobebi: upirvels yovlisa is ar moqmedebs uaryofiTad muSakebis moralur mdgomareobaze, meore, is astimulirebs axalgazrdebs, raTa maT daikavon wamyvani Tanamdebobebi. amis gamo amerikis muSebis didi nawili droze adre gadis pensiaze. mecnierebma gamokvlevebiT dasturdeba, rom aSS-s muSebis 65 procenti 65 wlamde gadis pensiaze. [261,p.47]. es motivirebulia imiTac, rom am asakSi, adamians jer kidev gaaCnia resursi, miuZRvnas cxovrebis darCenili wlebi saintereso saqmes an damoukideblad wamoiwyos biznesi, rasac moklebulia qarTveli pensionerebis umetesoba pensiisa da danazogebis simciris gamo. mimoxilviTi SekiTxvebi: 1. 2. 3. 4. ras moicavs Sromis resursebis marTvis procesi? rogoria Sromis resursebSi moTxovnis dagegmvis etapebi? rogoria SromiTi resursebis prognozirebis etapebi? ra gansxvavebaa sakvalifikacio moTxovnasa da Tanamdebobriv instruqcias Soris? 5. ra saxeobis testebi gamoiyeneba kompaniebis mier samuSaoze miRebis procesSi?

6. rogor xdeba sapensio fondis formireba? 7. ra maCvenebliT xdeba kompaniebSi muSakebis saqmianobis Sefaseba? 8. riT gansxvavdeba erTmaneTisagan xelfasi da anazRaureba? 9. raSi mdgomareobs mogebaSi monawileobis programis Sinaarsi? 10. ra damatebiT gadasaxadebsa da momsaxurebas ewevian kompaniebi? TemaSi ganxilul sakiTxTa mokle ganmeoreba : 1. dagvisaxeleT kadrebis ganyofilebis ZiriTadi funqciebi? es funqciebia: samuSao ZalaSi moTxovnis dagegmva; axali kadrebis SerCeva; momuSaveTa swavleba da kvalifikaciis amaRleba; momuSaveTa Sromis Sefaseba; momuSaveTa Sromis anazRaureba; momuSaveTa statusis cvla. 2. CamogviTvaleT momuSaveebis samuSaoze ayvanis etapebi? es etapebia: samuSaos pretendentebis Zieba; maTgan standartuli anketebisa da cnobebis miReba; pretendentebTan gasaubrebis Catareba; maTi testireba; kandidatebis Sefaseba; misaRebi kandidatebis dadgena. 3. dagvisaxeleT momuSaveTa momzadebis programebi? aseTi programebia _ orinetacia, profesiuli swavleba da elementaruli momzadeba da sxva. 4. rogor xdeba muSakis waxaliseba? waxaliseba xdeba an pirdapiri materialuri stimulirebis gziT an damatebiTi momsaxurebiT. 5. dagvisaxeleT momuSaveTa statusis amaRlebis formebi kompaniaSi? momuSaveTa statusis cvla SeiZleba moxdes: misi Tanamdebobrivi zrdis, sxva samuSaoze gadayvanis, daqveiTebis, ganTavisuflebis, pensiaze gaSvebis Sedegad. 6. ra mizeziT SeiZleba dakargos adamianma samuSao? samuSaos dakargva SeiZleba moxdes ganTavisuflebis an Statebis Semcirebis Sedegad. Statebis Semcireba SeiZleba moxdes sawarmoos rekonstruqciis; xelmZRvanelobis gamocvlis; an qveynis da Sesabamisad kompaniis ekonomikuri dacemis Sedegad. ganTavisufleba aris dabali profesiuli donis gamo muSakis samuSaodan daTxovnis procesi. 7. dagvixasiaTeT SromiTi Semosavlis formebi? SromiTi Semosavlis ZiriTadi forma aris xelfasi. xelfasi SeiZleba iyos ZiriTadi da droiTi; sanardo da droebiTi garda amisa am Semosavlebs miekuTvneba kompaniis sxva waxalisebebi.

Tavi XIII adamianuri urTierTobani biznesSi vidre mecniereba ar moipovebs aucilebel gamarjvebas, gvixdeba arCevani gavakeToT siRatakis Tanabar da simdidiris uTanasworo ganawilebas Soris. j. m. keinsi kapitalis mTavari mizani rac SeiZleba bevri fulis Sovna ki araa, aramed imis miRweva, rom fulma gamoiwvios cxovrebis gaumjobeseba.

h. fordi. oqro ki ar unda vuanderZoT bavSvebs, aramed udidesi namusianoba. platoni

am TavSi Tqven gaecnobiT 1. adamianuri urTierTobebis safuZvlebs biznesSi; motivaciur procesebs; motivaciis pirobebs; lodinis Teorias; X,Y,Z Teoriebs. 2. motivaciis klasikur Teorias; gotornis efeqtebs; maslous moTxovnilebaTa iererqias; telekominikaciebsa da saSianao ofisebs. 3. motivaciis teqnikas; muSakze orientirebul xerxebs; samuSaoze orientirebul xerxebs.

XIII. 1. adamianuri urTierTobani organizaciaSi korporacia Sedgeba adamianebisagan, arsebobs uamravi Teoria, romelic xsnis adamianis qcevis motivebs korporaciul saqmianobaSi. warmodgena imis Sesaxeb Tu ra aiZulebs adamianebs imoqmedon erToblivad korporaciul interesTa Sesabamisad, SesaZlebelia mxolod maTi moqmedebis motivaciis axsnis gziT. motivaciis procesis axsna TanamedroveobaSi asaxulia moTxovnisa da samarTlianobis TeoriebSi. motivaciis axsnaSi mniSvnelovani adgili uWiravs maslous ierarqiaSi Camoyalibebul ideebs, romlebsac Semdgom paragrafebSi SevexebiT (ix: ). amasTan, misi Tanamedrove gageba Camoayaliba klei oldrferam Tavis ,,ERG TeoriaSi. es gaxlavT Semdegi sityvebis abraviatura: ,,Existencearseboba; ,,Relatedness - urTierToba; ,,Growth zrda. olderferas idea mdgomareobs imaSi, rom calkeul situaciaSi adamianebs marTavs samive motivi. olderfera amtkicebda, rom, radganac adamianebze erTdroulad sxvadasxva motivi moqmedeb,s Zneli xdeba imis gageba, adamianebs samuSao adgilebze, ra xdeba maTi Sromis ZiriTadi motivatori. olderferam daamtkica, rom ZiriTadi aq aris moTxovna da samarTlianoba. samarTlianobis Teoriis Tanaxmad, adamiani aris sazogadoebrivi arseba, romelic yovelTvis (maT Soris samuSao adgilze) eZebs kontaqts sxva

adamianebTan, stimulirebas. warmoebis reorganizaciis nebismieri programa Tavdeba uSedegod im SemTxvevaSi, Tu TanamSromeli grZnobs mis mimarT Cadenil usamarTlobas. aRniSnulidan gamomdinare, menejerebisaTvis mTavari aris ara mxolod TanamSromelTa motivebi da moTxovnebi, aramed, samarTlianobis principebis dacva. samarTlianobasTan erTad, organizaciaSi mniSvnelovania ukomfliqto situaciis Seqmna. ukomfliqto organizaciuli atmosfero misi warmatebis sawindaria. amasTan, cnobilia rom yvela organizaciaSi arsebobs Sinagani da garegani konfliqtebis safrTxe (mimwodeblebTan, momxmareblebTan aqcionerebTan). imdenad, ramdenadac konfliqtebs SeiZleba gaaCndes, rogorc aRmSeneblobiTi aseve damangreveli xasiaTi, mniSvnelovania CavwvdeT maT bunebas da gadaWris gzebs. nax. #34_Si warmodgenilia konfliqtebis organzomilebiani diagrama, romelic Sedgeba TanamSromlobisa da agresiulobis elementebisagan da mocemulia konfliqtebis gadaWris xuTi Sesabamisi stili.

Zlieri qiSpoba TanamSromloba

agresiuloba

kompromisi arakomfliqturoba daTmoba

susti susti TanamSromloba Zlieri

nax #34 organzomilebiani modeli: konfliqtebis gadaWris SesaZleblobani. [243, p.145]. samarTlianoba da ukomfliqto situacia aris organizaciaSi normaluri moralurfsiqologiuri klimatis, adamianuri uflebebis dafuZnebis sawindari. Tumca es

sakiTxi gacilebiT rTulia da moiTxovs ufro rTul gaazrebas. mniSvnelovania, rom gavigoT isic, Tu ra imaleba korporaciaSi adamianuri urTierTobebis, cnebebis qveS. adamianuri urTierTobebis, rogorc terminis qveS igulisxmeba is urTierTkavSiri, romelsac amyareben adamianebi biznesis warmoebis procesSi. biznesmenTa umravlesobas SesaniSnavad esmis Tu raoden mniSvnelovania samarTliani, adamianuri urTierTobani biznesSi. ase magaliTad, telekompania `ai-bi-em~-Si direqtorTa sabWos Tavmjdomare piradad ixilavs kompaniis yvela TanamSromlis saCivarsa Tu gancxadebas. [123,p.85]. aseTi atmosfero dadebiTad moqmedebs adamianur urTi-erTobebze. garda moraluri kmayofilebisa, romelsac menejerebi TavianT xelqveiTebTan samarTliani damokidebulebis gamo Rebuloben, aseTi urTierTobani pozitiurad moqmedeben Sromis nayofierebis amaRlebaze. rogor SeuZlia menejers, Seqmnas normaluri adamianuri urTierTobebis atmosfero. aq umniSvnelovanesia sami ram: xelmZRvanelobis, urTierTobis da motivaciis unari. xelmZRvaneloba es aris menejerebis unari, moaxdinos adamianebis mobilizeba saerTo miznis miRwevis procesSi. xelmZRvanelobis tipi gansazRvrulia mimdinare momentis moTxovnebiT, lideris piradi TvisebebiT, da organizaciis kulturiT. menejeri, romelic Sromobs Tavis koleqtivTan erTad, aRwevs ufro met warmatebas vidre bosi, romelic xelmZRvanelobs direqtivebiT. menejerebma unda ganasxvavon erTmaneTisgan xelmZRvanelobis stili, rodesac Zalauflebis gamoyenebiT SeiZleba vaiZuloT muSaki, Seasrulos samuSao an davarwmunoT is, Seasrulos dakisrebuli movaleobani. namdvili menejeri, romelsac SeuZlia daexmaros adamianebs, gamoavlinon maTi potenciuri SesaZleblobani, ufro swrafad aRwevs Tavis mizans, zrdis Sromanayofierebas da firmis mogebas. organizaciaSi kargi adamianuri urTierTobebis meore Semadgeneli nawili aris urTierTobis unari. erTmaneTTan azrebis gacvlis, miwer-moweris procesSi dabali donis menejerebi ara marto erTmaneTSi cvlian mniSvnelovan informacias, aramed, amyareben pirad kavSirebs. amiT isini qmnian urTierTobaTa sqemebs. efeqtiani saqmiani urTierToba unda iyos Tavisufali da pirdapiri, Sors idges ambiciebisa da orpirobisagan. amasTan erTad, xasiaTdebodes TavazianobiT, axdendes urTie-rTpativiscemis demonstrirebas, rac mniSvnelovnad uwyobs xels Ria da efeqturi komunikaciuri urTierTobis damyarebas. mecnierTa gamokvlevebiT, is adamianebi, romlebic kmayofilni arian xelmZRvanelobasTan urTierTobiT, dadebiTad afaseben maT mier SerCeul samuSaos. [226, p.22]. kargi adamianuri urTierTobebis mesame faqtori aris motivacia, anu im stimulebis dadgena, romlebic gansazRvravs adamianTa maRali Sromis Sedegebs. motivacias xSirad gansazRvraven, rogorc unars, ganawyo adamiani ise, rom man gaakeTos is rac surs, magram es ar aris motivaciis srulyofili gageba. xelmZRvanelobis an samuSaos dakargvis SiSi SeiZleba iyos adamianebis moqmedebis motivi, magram is ar warmoadgens Sedegis momcem gzas. gacilebiT efeqturia, gaaZliero muSakebSi damoukidebeli azrovnebis, moqmedebis, SemoqmedebiTi midgomis grZnoba. menejers unda SeeZlos, daafasos im adamianebis Sroma, romlebic kargad muSaoben, es Sromis motivi gaxados miznad. is motivaciuri saSualebebi, romlebic axdenen muSakis warmarTvisa da damoukidebeli qcevis aqtivizacias, gacilebiT Sedeginia, vidre is saSualebebi, romlebic igeba iZulebisa da SiSis faqtorebze.

sxva sityvebiT rom vTqvaT, gamocdili da mcodnea is xelmZRvaneli, romelsac Seswevs unari, gauwios angariSi muSakebis individualur moTxovnebs, daarwmunos isini Sromis swori motivaciis SedegebSi. motivaciasTan mWidro kavSirSia iseTi cneba, rogoric aris muSakebis moraluri suli, romelSic mJRavndeba adamianis damokidebuleba organizaciisa da samuSaosadmi. is, Tu rogor grZnobs adamiani Tavs samuSaoze, moqmedebs mis moralur mdgomareobaze. warsul wlebSi menejerebs miaCndaT, rom Sromis nayofiereba damokidebulia samuSao procesis obieqtur pirobebze ; iseTebze, rogoric aris: resursebi, kompetenturi TanamSromlebi, efeqtiani organizaciuli struqtura, mkafio miznebi da sxva. DdRes ukve mmarTvelebisaTvis naTelia, rom iseTi subieqturi pirobebi, rogoricaa: samarTlianoba, damsaxurebis aRiareba, koleqtivis saerTo biznesSi gansazRvruli adgili arsebiT zegavlenas axdens organizaciis saqmianobaze.

mTlianobaSi motivaciuri procesi SeiZleba sqematurad warmogvidgens Semdegi saxiT (ix. nax #35).
dakmayofilebis piroba 1

qcevis xazi 1: samuSaos gagrZeleba saxlSi

moTxovnileba 1: menejeris Tanamdebobaze daniSvna

moTxovnileba: pativiscema

motivaciis faqtorebi: 1. pasuxismgebloba 2. damsaxurebis aRiareba

dakmayofilebis piroba 2

qcevis xazi 2: krebebze gamosvla

moTxovnileba 2: firmaSi daniSvnis gancxadeba

nax #35. motivaciis procesi

is principebi, romlebic xels uwyoben organizaciaSi muSakTa Sromis motivaciis da nayofierebis amaRlebas Semdegi saxiT warmogvidgeba: _ samarTlianoba. organizaciaSi `klimati~ aris proteqtonizmis da politikanobisagan Tavisufali. yvela safexurebrivi aRmasvla efuZneba mxolod damsaxurebebs. _ gansazRvruloba. organizaciis, calkeuli jgufebis da individebis miznebi aris mkafiod formalizebuli. _ damsaxurebis aRiareba. muSakebi darwmunebulni arian, rom isini Rirebulni arian organizaciisaTvis. _ ukukavSiri. muSakebi grZnoben, rom xelmZRvanelobisaTvis yuradsaRebia maTi moTxovnebi da problemebi. _ miznobrioba. muSakebs esmiT, rom maT SeaqvT TavianTi wvlili organizaciis ganviTarebaSi. [141, p.145] is muSaki, romelic imyofeba dadebiT moralur mdgomareobaSi, aris loialuri, iCens enTuziazms. imisaTvis, rom gaverkveT motivaciis procesis SinaarsSi da im problemebSi, romlebic Tan axlavs am process, upriania, zogadad gavecnoT motivaciis Teoriebs.

XIII. 2. motivaciis Teoriebi XIX saukuneSi Sromis barbarosuli pirobebis miuxedavad, damqiraveblebi iSviaTad awydebodnen muSakebis mxridan motivaciis problemas. siRaribe da umuSevroba imdenad maRali iyo, rom adamianebi Tanxmdebodnen nebismier samuSaoze. erT-erTi pirveli, vinc XIX saukuneSi, Tanamedrove biznesis iseTi Semadgeneli komponenti gamoiyena, rogoric aris waxalisebis sistema, iyo Sotlandieli mewarme robert oueni. ouens miaCnda, rom warmoebaSi arsebobs `Cveulebrivi manqanebi~ da `cocxali manqanebi~. rogorc erTs, iseve meores Wirdeba movla-patronoba, rac `cocxali manqanebis~ SemTxvevaSi miiRweva stimulirebis gziT. ouenis ideebi mxolod asi wlis Semdeg gaxda biznesisaTvis progresuli. a) motivaciis klasikuri Teoria motivaciis klasikuri Teoriis Sinaarsi daiyvaneba imaze, rom fuli aris SromiTi aqtivobis erTaderTi stimuli. am Teoriis Sesabamisad, adamianebi arian `ekonomikuri arsebani~, romlebic Sromoben imisaTvis, rom gadaixadon saWmlis, Cacmis da Tundac fufunebis fasi. aqedan gamomdinare, Sromis motivaciisaTvis sakmarisia, rom menejerma astimuliros muSakebi fuladi waxalisebiT. motivaciis klasikuri Teoriis yvelaze aqtiuri mimdevari iyo frederik teilori (1856-1915), romelic ekonomikur istoriaSi Sevida, rogorc mecnieruli marTvis mamamTavari. rogorc Sromis danawilebis aqtiuri mimdevari, teilori yofda samuSaos mcire operaciebad, romlebic erTdroulad ufro efeqtiani da advilad sazomi iyo. amis Semdeg teilorma daawesa samuSaos Sesrulebis normebi da anazRaureba. aseTi sanardo xelfasis pirobebSi, muSebi, romlebic asruleben winaswar cnobil normas, Rebuloben Sesabamis Tanxas xelfasis saxiT, xolo Tu Sromis nayofiereba izrdeboda dadgenili normis zemoT,

anazRaureba swarmoebda sanardo progresuli xelfasiT. aseTi sistema qmnida Zlier stimuls Sromis nayofierebis amaRlebisaTvis. 1900 wels teiloris sistemas daerqva `mecnieruli marTva~ da is dainerga `Bethlehem Steel Works~ kompaniis yvela qarxanaSi, ris Sedegadac metalurgebis saSualo xelfasi gaizarda 1,15 dan 1,85 dolaramde dReSi. motivaciis klasikuri Teoria kargad muSaobda XX saukunis dasawyisSi im mizeziT, rom muSebis udidesi nawili imyofeboda siRaribis zRvars miRma, magram is, Sromis motivis Tanamedrove gagebiT, ver xsnis imas, Tu ratom midis maRalanazRaurebadi iuristi, SedarebiT dabalanazRaurebad samTavrobo struqturebSi samuSaod. rogorc Cans, fuli aris Sromis ZiriTadi stimuli da ara motivi. am Teoriis nakli imaSi mdgomareobs, rom masSi adamiani aris warmodgenili, rogorc meqanizmi, romelsac mudmivad esaWiroeba momarTva.

b) gotornis efeqti 1927 da 1932 wlebSi mecnierebi atarebdnen gamokvlevas Sromis motivaciis problemis irgvliv qarxana `vestern eleqtrik gotornSi~. gamokvlevis mizani iyo, daedginaT is urTierTkavSiri, romelic arsebobs Sromis pirobebs (ganaTlebas, xelfasis gacemis sqemas, cvlebis xangrZlivobas, haeris tenianobas), xelfasis donesa da Sromis nayofierebas Soris. mecnierebma aRmoaCines, rom am pirobebis cvla iwvevs mosalodnelisagan gansxvavebul efeqts. adamianebi axdenen `fizikuri garemos~ srul ignorirebas da agrZeleben saqmianobas imave ritmSi, rac Cveulebriv pirobebSia.45 mecnierebi am monacemebma aSkarad daabnia, radganac ar Canda is Zala, romelic aiZulebda muSebs, gaegrZelebinaT TavianTi Sroma imave ritmSi. Semdgomma gamokvlevebma cxadyo, rom aseTi motivaciuri Zala namdvilad arsebobs socialuri gavlenis saxiT. muSebis mier dadgenili iyo qcevis sakuTari socialuri normebi da qcevis standartebi, romelic gansazRvravda gamomuSavebis siswores. isini vinc aWarbebdnen am normebs da vinc ver asrulebda maT, erTnairad uaryofiTad aRiqmeboda muSebis mier. aseTi wnexi efeqturi aRmoCnda, radganac muSebs ufro awuxebdaT maTi megobrebis Sefasebebi, vidre xelfasze danamati. gotornis sawarmoebSi Catarebulma gamokvlevam cxadyo, rom araformalur organizaciul struqturas gaaCnia muSakebisaTvis igive motivacia, rogoric formalurs. mowyobilobisa da Sromis meTodebis ucvlelobis miuxedavad, gamokvlevis periodSi, Sromis nayofiereba gaizarda 30 procentiT. am fenomenma, romelic cnobilia, rogorc gotornis efeqti, menejerebs misca Semdegi daskvnis gakeTebis SesaZlebloba: TviTon is faqti, rom viRaca axdens Sromis Sedegebis gakontroleba,s iwvevs Sromis nayofierebis zrdas, xolo muSakebis Sromis samarTliani Sefaseba, maTdami yuradRebis gamoCena aris Sromis mwarmoeblurobis erT-erTi ZiriTadi piroba.

g) maslous moTxovnilebaTa ierarqia

45

Elton Mayo, Hawthorne and the Western Electric Company // Classic in Management. Ed. Harwood F. Merril. N.Y. American Management Asssociation, 1999.

1943 wels cnobilma fsiqologma, abraham masloum gamoTqva mosazreba, rom adamianebis qceva ganisazRvreba moTxovnaTa farTo speqtriT. man es moTxovnebi gamoyo xuT ZiriTad jgufad (ix.nax # ).

moTxovnilebebi

aRiarebis moTxovnileba

TviTgamoxatvis moTxovnileba

socialuri moTxovnileba

usafrTxoebis moTxovnileba

fiziologiuri moTxovnileba

(5)

(4)

(3)

(2)

(1)

nax # maslous moTxovnilebaTa ierarqia masloum moTxovnilebebi ganalaga garkveuli ierarqiiT, romlis yvelaze dabal doneze iyo elementaluri fiziologiuri moTxovnilebebi (sakvebi, sacxovrebeli da a.S.), xolo yvelaze maRal safexurze_ individualuri moTxovnebi ( aRiareba, TviTgamoxatva). maslous mixedviT `adamiani aris cxoveli, romelic mudmivad raRacisaken iswrafvis~,46 rodesac dabali safexuris moTxovnilebebi dakmayofilebulia, is cdilobs daikmayofilos ufro maRali safexuris moTxovnilebebi. yvelaferi is, rac aucilebelia sicocxlisaTvis _ sakvebi, tanisamosi, sacxovrebeli da sxva, erTiandeba fiziologiur moTxovnebSi. mas Semdeg, rac adamiani iZens yvelafers, rac aucilebelia misi sicocxlisaTvis, is cdilobs, SeinarCunos miRweuli done, ris gamoc mas uCndeba usafrTxoebis moTxovna, rac miiRweva maRali xelfasis pirobebSi da romelic iZleva danazogebis garantias. usafrTxoebis moTxovnilebebSi mJRavndeba adamianis kidev erTi Tviseba _ iqonios mudmivi kavSiri sxva individebTan. gotornis gamokvlevebiT dasturdeba, rom aseT socialur moTxovnilebebs individisaTvis gacilebiT meti mniSvneloba aqvs, vidre xelfasis zrdas. adamianebs gaaCniaT agreTve aRiarebis moTxovnileba, anu maT WirdebaT TavianTi pirovnuli warmoCena sazogadoebaSi, rasac mohyveba sazogadoebrivi pativiscema. yvela es moTxovnileba emyareba iseT cnebas, rogoric aris statusi, rac niSnavs adamianis adgils sazogadoebaSi. aseTi moTxovnilebebis dakmayofileba Sromis nayofierebis zrdisaTvis mniSvnelovani faqtoria. masloum ganmarta, rom TviTgamoxatva es aris `adamianis survili, gaxdes imaze meti, rasac is warmoadgens~. es aris moTxovnilebaTa yvelaze maRali safexuri. adamianebi, romlebic aRweven am safexurs, muSaoben ara imitom, rom moipovon mxolod fuli, aramed, rom dakmayofildnen Sromis procesiT. maslous ierarqia es aris adamianebis moTxovnilebaTa asaxvis zogadi sqema, magram es imas ar niSnavs, rom adamianebma am sqemis mixedviT unda daikmayofilon TavianTi moTxovnilebebi.
46

Abraham H. Maslow. A. theory of Human Motivations // Psychological Review 1943. July. 370.

motivatorebis Teoria da higienuri pirobebi 1960 wels frederik xercbergma da misma TanamSromlebma Caatares adamianuri moTxovnilebebis sakuTari kvleva. maT gaanalizes muSebis saqmianobis is speqtrebi, romlebic an akmayofilebdnen, an ar akmayofilebdnen maT. eqsperimentis Sedegad dadginda, rom arsebobs ori absoluturad gansxvavebuli jgufis faqtorebi, romlebic akmayofilebdnen an ar akmayofilebdnen muSakebs samuSaoTi (ix. nax #36).

motivatorebi: aRiareba, sruli dakmayofileba pasuxismgebloba, samsaxurebrivi winsvla, miRwevebi

higienuri faqtorebi: Sromis pirobebi. sruli daukmayofilebloba xelfasi da socialuri uzrunvelyofa, xelmZRvanelebi, piradi urTierTobani nax #36 xercbergis ori faqtoris Teoria.

samuSaos im aspeqts, romelsac xercbergi higienur faqtorebs uwodebs pirdapiri kavSiri gaaCnia daukmayofileblobis grZnobasTan. Sromis pirobebi, firmis politika, usafrTxoebis teqnika aris samuSaoTi daukmayofileblobis potenciuri piroba im SemTxvevaSi, Tu isini Sors dganan srulyofilebisagan. am pirobebSi rTulia xelmZRvanelobis mxridan Sromis maRali motivaciis dadgena. meores mxriv, Sromis nayofierebis amaRlebisaTvis, SeiZleba, gamoyenebuli iqnas faqtorebi, romelTac ewodeba motivatorebi. esenia: aRiareba, Tanamdebobrivi zrda, personaluri pasuxismgeblobis amaRlebis sxva faqtorebi. xercbergis Teoria aris maslous Teoriis bunebrivi gagrZeleba. motivatorebi koncentrilebulia maslous Teoriis zeda doneze, maSin rodesac xercbergis higienuri faqtorebi moTxovnilebaTa ierarqiis qveda doneebze imyofeba. ras unda mieqces yuradReba warmoebis procesSi, motivatorebs Tu higienur pirobebs? es damokidebulia garemoebebze. kvalificirebuli, maRalanazRaurebadi, saSualo klasis muSakebis stimulireba SesaZlebelia motivatorebiT, maSin, rodesac axalgazrdebi, dabali kvalifikaciis muSakebi SedarebiT mcire anazRaurebiT, moiTxoven pirvel etapze higienuri pirobebis gaumjobesebas, raTa Sromis procesis Semdgom safexurebze motivatorebi gaxdes efeqtiani. d) lodinis Teoria lodinis Teoria, romlis zegavlena bolo wlebSi izrdeba SemuSavebulia devid nadleris da edvard lauleris47 mier. am Teoriis Sesabamisad, Sromis raodenoba, romelic ixarjeba garkveuli amocanis Sesasruleblad, damokidebulia mosalodnel anazRaurebaze. muSebi iTvaliswineben iseT faqtorebs, rogoricaa: 1) amocanis Sesrulebis SesaZlebloba; 2) fuladi jildo Sesrulebul samuSaoze; 3) fulad jildosa da daxarjul Sromas Soris Sesabamisoba. am Teoriis arsi mdgomareobs imaSi, rom is ganixilavs Sromis motivaciaSi arsebul sxvaobebs. Sromis motivaciis TvalsazrisiT, yvela muSa individualurad ixilavs amocanis Sesrulebis sirTules, mis `Rirebulebas~ da maT Soris arsebul urTierTkavSirs. am Teoriis avtorebi miiCneven, rom menejerebs SeuZliaT, miaRwion TavianTi TanamSromlebis Sromis nayofierebis amaRlebas: 1) im fuladi jildos moculobis daageniT, romelic daakmayofilebs TiToeul muSaks; 2) Sromis nayofierebis sasurveli donis dadgeniT; 3) am donis realuri masStabebis gansazRvriT; 4) fuladi jildos sakmarisi odenobis uzrunvelyofiT. uolter niusomma48 es Teoria masSi rva faqtoris cnebis SeyvaniT ganaviTara. es faqtorebia: SesaZlebloba. ramdenad SeuZlia individs samuSaos Sesruleba. darwmunebuloba. darwmunebulia Tu ara individi samuSaos xarisxian SesrulebaSi; sirTule. ramdenad rTulia misTvis am samuSaos Sesruleba kriteriumebi. esmis Tu ara mas sxvaoba kargad da cudad Sesrulebul samuSaos Soris;
47 48

David A. Nadler and Edward E Lawler, Motivation A Diagnostic Approach. New York: Mc Graw Hill, 1977 Walter B. Newsome. Motivate, Now // Progressive Grocer. 51-53. 1992.

 ndoba. endoba Tu ara is menejers mis mier dadebuli pirobebis SesrulebaSi; Sesatyvisoba. miaCnia Tu ara is, rom miiRebs Sesabamisad cud da karg fulad anazRaurebas Sesrulebul samuSaoeze; kompenasacia. Seesabameba Tu ara fuladi jildo kargad Sesrulebul samuSaos; urTierTqmedeba. Sedis Tu ara menejeri TanamSromlebTan uSualo kontaqtSi; nax. 37 _ dan kargad Cans, Tu rogor Seesabameba pirveli rva faqtori lodinis Teoriis klasikur models.

darwmunebulob a SesaZlebloba

sirTule ndoba

mondomeba

Sesruleba

fuladi jildo

Sesabamisoba

urTierTqmedeba

kompensacia danaxarjebi

kriteriumebi

XIII. 3. motivacia da xelmZRvanelobis stili momuSaveTa motivacia bevrad aris damokidebuli imaze, Tu rogor eqcevian maT xelmZRvanelebi. arsebobs motivaciis mravali Teoria. Tavis cnobil wignSi _ `The Human Side of Enferprise~ (`warmoebis adamianuri aspeqti~) duglas mak gregorma gamoTqva Tavisi mosazrebani adamianis qcevis motivebze warmoebis procesSi, rasac Semdgom mak gregoris paradoqsi an X da Y marTvis Teoriebi49 daerqva.

49

Mac Gregor D. The Human Side of Enterprise. New York: Mc Graw Hill, 1970.

60-ian wlebSi fsiqologma duglas mak gregorma gaanaliza xelmZRvanelebis msjelobis safuZvlebSi arsebuli postulatebi da maT daarqva X Teoria. es postulatebia: 1) `saSualo~ adamians, rogorc wesi, ar uyvars samuSaos Sesruleba. 2) am mizezis gamo, aucilebelia `saSualo~ adamianis iZuleba, kontroli, warmarTva, dasja, raTa is iyos dainteresebuli, rom moemsaxuros Tavisi SromiT organizaciis miznebs. 3) `saSualo~ adamiani aucilebelia, vmarToT, is cdilobs Tavidan aicilos pasuxismgebloba, iyos usafrTxod. sxva sityvebiT rom vTqvaT, is menejerebi, romlebic orientirebulni arian X Teoriaze, fiqroben, rom Sromis motivaciisaTvis aucilebelia SiSis faqtoris gamoyeneba. xelmZRvanelobis es stili aris orientirebuli fiziologiur moTxovnilebebze da ar iTvaliswinebs maslous Teoriis umaRles doneebis ierarqias. am SexedulebaTa sawinaaRmdegod, mak gregorma SemogvTavaza postulatebis sxva Semadgenloba, romelsac ewodeba Teoria Y. is Sedgeba Semdegi momentebisagan: 1) `saSualo~ adamiani mowodebulia iSromos. misTvis Sroma aris iseTive moTxovnileba, rogoricaa sporti an garToba. 2) SiSi ar aris Sromis ZiriTadi motivatori. `saSualo~ adamiani bunebrivad Sromobs, miiltvis im miznisaken, romelsac mis winaSe ayenebs organizacia. 3) ramdenad mizanmimarTulia es ltolva, is damokidebulia organizaciis mier gacemul fulad jildoze. 4) xelisSemwyobi pirobebis SemTxvevaSi, adamiani eCveva ara marto pasuxismgeblobis gaziarebas, aramed TviTon miiltvis misken. 5) adamianebs SeuZliaT gamoiyenon inteleqti, SemoqmedebiTi unari, warmosaxva im problemebis gadasawyvetad, romlebic arsebobs organizaciaSi. 6) mrewvelobis ganviTarebis Tanamedrove etapze `saSualo~ adamianis inteleqtualuri potenciali gamoiyeneba mxolod nawilobriv. is menejerebi, romlebic iReben orientacias Y Teoriaze, miiCneven, rom adamianebis stimulireba aucilebebelia, maT unda mivceT TviTSemoqmedebis, TviTrealizaciis SesaZlebloba. X Teoriis safuZvelSi aris is postulatebi, romlebic dafuZnebulia Zalauflebis berketebis gamoyenebaze. Y _ Teoria orientacias iRebs profesiul zrdasa da damoukideblobaze. mak gregors miaCnda, rom zogierT muSaks namdvilad Wirdeba Zlieri xelmZRvaneloba X Teoriis mixedviT, magram arian iseTebic visac gaTavisebuli aqvT TavianTi socialuri moTxovnebi, aRiarebis da TviTrealizaciis moTxovna, amitom isini ver imuSaveben kargad X Teoriis mixedviT.50 Z Teoria aris SemoTavazebuli kaliforniis universitetis profesoris, uiliam ouCis mier da is asaxavs adamianuri urTierTobebis ganviTarebis perspeqtivas. Z Teoriis Tanaxmad, efeqtiani marTva unda moicavdes yvela donis muSakebs, ixilavdes mas, rogorc erT mTlians. isini unda Sromobdnen organizaciis miznis misaRwevad, rogorc erTiani meqanizmi. Z Teoriis mimdevar menejrebs miaCndaT, rom Tu adamianebs axasiaTebT sazogadobrivi gancda, isini namusianad da ufro meti enTuziazmiT Sromoben Sedegis misaRwevad.
50

Douglas Mc Gregor. The Numan Side of Enterprise. New York: Mc Graw Hill, 1970

Z Teoria iTvaliswinebs maslous ierarqiis qveda doneebis dakmayofilebas,

is aseve iziarebs ierarqiis saSualo donesac, radganac masSi warmodgenilia koleqtivis Seqmnis procesi. masSi asaxulia umaRlesi donis moTxovnilebebic, radganac gadawyvetilebaTa miRebis procesSi naTlad Cans adamianis pasuxismgebloba. Z Teorias xSirad uwodeben iaponur marTvas, radganac, marTalia, is gamoiyeneba amerikul kompaniebSi, magram masobrivad aris danergili iaponur firmebSi. iaponur firmebSi yvela muSaki iRebs monawileobas firmis gadawyvetilebaTa miRebis procesSi da isini periodulad cvlian TavianT uflebamovaleobebs, rac Tavidan acilebs maT viwro specializacias da mkacr organizaciul struqturas. mcire, mWidrodasaxlebul da bunebrivi resursebiT Raribi qveynisaTvis koleqtivizmi da kompromisi umniSvnelovanesi komponentebi.a amerikelebi izrdebian idividualizmisa da TavianT TavSi darwmunebis tradiciebze. amerikul firmebSi iyeneben Z Teorias. magaliTad `proqter end gembelSi~ moqmedebs TviTregulirebadi samuSao jgufebi, xolo kompania `xiuletpakardi~ ekonomikuri dacemis procesSi yvelas da ara mxolod dabalanazRaurebad muSebs, umcirebs samuSao dRes da awesebs sxva privilegiebs.51 ra warmoadgens Tanamedrove muSakebis SromiT motivaciis safuZvels da aris Tu ara arsebiTi aq mxolod finansuri berketebi? mecnierTa gamokvlevebma cxdayo, rom Tanamedrove pirobebSi mxolod maRali xelfasi am SemTxvevaSi ar gamodgeba safuZvlian argumentad. ganaTlebuli axalgazrdebis umetesoba miiswrafvis ara mxolod maRali xelfasebisken, aramed srulyofili cxovrebisaken. maTTvis dasveneba, ojaxi, cxovrebis stili, aramaterialuri sikeTeebi, iseve mniSvnelovania, rogorc samuSao da anazRaureba. [114, p.43] imisaTvis, rom moiZebnos motivaciis safuZveli aseTi tipis muSakebisaTvis aucilebeli xdeba, uari vTqvaT motivaciis arsebul meTodebze da aqcenti gadavitanoT individualur midgomaze, muSakebis moqmedebis sferos gafarToebasa da maTi organizaciis saqmianobaSi monawileobis gaRrmavebaze. zogierTi motivi, romelic Sromis motivaciis TvalsazrisiTaa muSakebisTvis umniSvnelovanesi asaxulia nax #38-ze.

75 60 45 30 15

mamakacebi

qalebi

xvedriTi wili % -Si

59% 54% 47% 45% 44% 44% 53% 46%

faqtorebi xelmZRvanelis
51

Sromisagan

xelfasi

kariera

William G. Ouchi. Theory Z: How American Business Can Meet the Japanese Challenge. Reading, Mass: Addison Wesley, 1981.

pativiscema

dakmayofileba

nax #38 motivaciuri Zalebi52 aq mniSvnelovania is samuSaoze an organizaciaze. xerxebi, romlebic orientirebulia muSakze,

XIII. 4. muSakze orientirebuli xerxebi. rodesac organizaciaSi saqmianoba warimarTeba pozitiurad, misi muSakebis umetesi nawili Sromobs maRali nayofierebiT. e.w. `aramotivirebuli~ muSakebis mimarT xelmZRvaneloba iyenebs individualur midgomas. imisaTvis, rom xeli SeuwyoT muSakebis SromiT motivacias, am potencialis gamovlenis mizniT, gamoiyeneba ramdenime meTodi. esenia: miznis dasaxva, qcevis modifikacia, gadamzadeba. zogierTi muSaki SeiZleba vastimuliroT mkafio da miRwevadi miznebis dasmiT. menejerebi aRweven warmatebas mxolod im SemTxvevaSi, Tu ician risgan Sesdgeba es warmateba. igive principi moqmedebs sxva muSakebis mimarT. kompania `nukorSi~ praqtikulad gamoiyeneba miznis Semdegnairii dasma: im muSebis mimarT, romlebic aWarbeben gamomuSavebis normebs, gaicema premiebi. individebis miznebi gansxvavebulia organizaciis miznebisagan imdenad, ramdenadac: maTi miznebi aris viwro. am miznebis raodenoba aris raodenobrivad ufro mcire. isini gaiTvaliswineba drois ufro mcire intervalze. maTSi aisaxeba meti riski da ganusazRvreloba. motivaciis saSualebiT miznis dasmis meTodis arsi mdgomareobs imaSi, rom muSakebs eZlevaT TavianTi amocanebis damoukideblad dadgenis SesaZlebloba. Tu es amocanebi Tavsmoxveulia `zemodan~, muSakebi miiCneven, rom viRac axdens maT manipulirebas. ufro efeqtiania, rodesac muSakebs eZlevaT organizaciis miznebidan gamomdinare sakuTari amocanebis gansazRvris SesaZlebloba. qcevis modifikaciis safuZvelSi mdgomis idea aris martivi: aucilebelia, movaxdinoT sasurveli qmedebebis waxaliseba da piriqiT. gamokvlevebma cxadyo, rom qeba da aRiareba ufro dadebiTad moqmedebs sasurveli Sedegis miRwevaze, vidre Sromis Sedegebis dagmoba (gamoxatuli dacinviT, sarkazmiT, sayveduriT Tu sxva formiT). qeba, rogorc qcevis modifikaciis yvelaze martivi forma, bevr Tanamedrove firmaSi gamoiyeneba. ase magaliTad, kompania `emeri eir freitma~ Tavis mimdinare miznad dasva klientis SekveTis Sesruleba 90 wuTSi. yvela TanamSromels mieca miTiTeba, CaeweraT Tu ra dros andomebdnen isini SekveTis Sesrulebas. im SemTxvevaSi Tu muSakebi asrulebdnen SekveTebs gansazRvrul droSi, isini imsaxurebdnen qebas xelmZRvanelobisagan, xolo isini vinc ver asrulebdnen samuSaos am droSi, aseve imsaxurebdnen Seqebas ( wyaro: Suzy Parker. A look Statistics That Shape your Finance // USA today 1990. 24 January.)
52

Canaweris patiosnad warmoebisaTvis, xolo Semdgom maT axsenebdnen, rom kompaniis mizani iyo `90 wuTSi SekveTis Sesruleba~. mas Semdeg, rac aseTi ukukavSiri dainerga sul ramodenime dReSi kompaniis TanamSromelTa 90 procenti aRwevda warmatebas kompaniis amocanebis realizaciaSi. [244, p.42]. axali orleanis universitetis profesoris, marTvis dargSi specialistis, m. le beufis [184, p.37]. azriT, waxalisebaTa mTavar motivatorebs warmoadgens: 1. gaazrebuli gadawyvetilebebis waxaliseba. 2. sakuTar Tavze riskis aRebis waxaliseba. 3. SemoqmedebiTi midgomi waxaliseba. 4. SemteviTi saqmianobis waxaliseba. 5. winaswar gaazrebuli saqmianobis da ara daZabuli Sromi waxaliseba. 6. gamartivebisa da ara garTulebis waxaliseba. 7. gawonasworebuli, produqtiulad momuSave da ara impulsuri TanamSromlebis waxaliseba. 8. xarisxiani da ara swrafad Sesrulebadi samuSaoebis waxaliseba. 9. kompaniis mimarT loialurobis waxaliseba. firmebi iyeneben waxalisebis mraval formas, romelTa Soris unda gamovyoT: saCuqrebi, erToblivi sadilebi, jildoebi, medlebi, mivlinebebi da aRiarebis sxva formebi. magaliTad, kompania `omni hotelzi~ madlobas ucxadebs im TanamSromlebs, romlebic ewevian momsaxurebas im sferoebSi, romlebic scildeba maT samsaxureobriv movaleobebs. ramdenime madlobis Semdeg TanamSromlebi iReben specialur medlebs, fulad jildos, mowvevas sadResaswaulo miRebebze da sxva. [245, p.32]. Tanamedroveobis erT-erTi ZiriTadi problema aris samuSaos dakargvis SiSi. am mizezis gamo adamianebi, romlebic imyofebian am faqtoris zegavlenis qveS, sustad arian dainteresebulni samuSaos SedegebSi. imisaTvis, rom gadavwyvitoT TanamSromlebis SemcirebasTan an maT ganTavisuflebasTan dakavSirebuli problemebi, arsebobs mravali midgoma. erTerTi aris kompaniis xarjze TanamSromelTa gadamzadeba. ase magaliTad, samrewvelo muSebi SeiZleba gaxdnen avtomaturi mowyobilobis operatorebi, momsaxurebis sferos menejerebi, gamyidvelebi da sxva. miuxedavad imisa, rom adamianebis umravlesoba miiCnevs, rom saqmianobis Secvla rTuli procesia, maTi umetesoba dadebiTad afasebs am cvlilebebs, radganac isini kompaniisa da sazogadoebisaTvis arian sasargeblo, maT mcire droiT mivyavarT Sromis nayofierebis Semcirebamde, Tumca saboloo jamSi muSakebs kvlavac uCndebaT stimulebi da isini mniSvnelovnad zrdian Sromis Sedegebs. XIII. 5. samuSaoze orientirebuli xerxebi im SemTxvevaSi Tu garkveul samuSao adgilebze dasaqmebuli muSakebis didi raodenoba ganicdis motivaciasTan dakavSirebul problemebs, mizezebi unda veZeboT TviT samuSao xasiaTSi. am SemTxvevaSi mniSvnelovania movZebnoT TviTon samuSao struqturis da ara momuSaveTa qcevis cvlilebebis mizezebi. es niSnavs imas, rom unda SevarbiloT xelmZRvanelobis avtoritaruli stili da mivceT muSakebs imis SesaZlebloba, rom maT CaTvalon Tavi saerTo `gundis~ wevrebad. garda aRniSnulisa, SesaZlebelia, gamoviyenoT iseTi Tanamedrove meTodebic, rogoricaa: samuSao adgilebis srulyofa, momuSaveTa funqcionirebis sferos gafarToveba, samuSaos drekadi grafiki, telekomunikacia,

saSinao ofisebi, samuSao dRis Semcireba, funqcionaluri datvirTvis dayofa da sxva. miuxedavad imisa, rom XX saukunis dasawyisSi specializacias gadamWreli mniSvneloba, gaaCnda dRes is ar aris imdenad efeqtiani. upirveles yovlisa, dReisaTvis is naklebad akmayofilebs im adamianebs, romlebic ufro ganaTlebulni arian, vidre maTi xelmZRvanelebi, ris gamoc isini menejerebze ufro kargad icnoben saqmis teqnikur mxares. garda amisa, is teqnologiuri operaciebi, romlebsac winaT muSebi asrulebdnen dRes sruldeba manqanebiT. am cvlilebebis gamo, kompaniebi cdiloben Sromis nayofierebis amaRlebas misi organizaciis axali meTodebis danergviT. aseTi reorganizaciis erT-erTi saxeoba aris momuSaveTa moqmedebis sferos gafarToveba: samuSao xdeba ufro viwro specializirebuli, xolo muSakebs eZlevaT sul ufro mniSvnelovani da sapasuxismgeblo amocanebis gadawyvetis SesaZlebloba. magaliTad, `kadilakis~ tipis avtomanqanebis warmoebaSi dainerga axali profesiebis aTvisebis sistema, ris proporciuladac izrdeboda muSebis xelfasi. am codnas muSebi avlendnen warmoebis teqnologiuri srulyofis sakiTxebisadmi miZRvnil yovelkvireul SekrebebSi. [210,p.21] metalurgiuli wamoebis kompania `betlexem stilis~ qarxnebSi gamoyenebul iqna sxva meTodika _ xazobrivi operatorebi igzavnebodnen produqciis nimuSebis myidvelebTan, raTa ukeT gaegoT Tu ra iyo am produqciaSi gasaumjobesebeli. [274, p.36]. SromiTi resursebis struqturebis cvlasTan erTad Seicvala maTi cxovrebis wesi da moTxovnilebebi. magaliTad, momuSave mSoblebisaTvis problemuri gaxda bavSvebis skolaSi droze miyvana, adamianebs WirdebaT sul ufro meti saxsrebi avtomanqanebis an binis sayidad. aqedan gamomdinare, im adamianebisaTvis, romlebic ganicdian drois deficits, sul ufro misaRebi gaxda samuSaos drekadi grafiki. imis magivrad, rom rvasaaTiani samuSao kviraSi xuTi dRe Seasrulon. kompaniebi aweseben samuSaos dRis or saaTamde, xolo oris Semdeg nebismier dros TanamSromlis moTxovnebis gaTvaliswinebiT. amasTan, jamSi dRiuri datvirTva Seadgendes rva saaTs. aseTi grafiki aZlevs SesaZleblobas kompaniis TanamSromlebs, gadawyviton piradi saqmeebi. maSin, rodesac maT mier es problema gadawyvetilia, isini Sromoben ufro maRali nayofierebiT. samuSaos Sesrulebis TviTkontroli da ara kontroli zemodan aris SromiTi procesis xarisxis amaRlebis Sesrulebis damatebiTi motivatori. gamokiTxvam cxadyo, rom momuSaveTa 78% upiratesobas aniWebs Sromis drekad grafiks. 259 msxvili firmidan 42% gamokiTxvis am Sedegebis gaTvaliswinebiT, SemoiRo Sromis drekadi grafikebis sistema. drekadi grafiki, rogorc wesi misaRebia saofise firmebisaTvis da ara im sawarmoebisaTvis, romelTa muSaobis ganrigi damokidebulia teqnologiuri procesis specifikaze. drekad grafikebs gaaCnia naklovanebanic: 1) xelmZRvanelebs eqmnebaT marTvis problemebi, garTulebulia samuSaoze mosvlis kontrolic. 2) mTlianad koleqtivSi iqmneba klimati, rodesac aseTi kategoriis muSakebis mimarT sxva TanamSromelTa mxridan igrZnoba antagonisturi ganwyoba. Tanamedrove qalaqebSi erT-erT mniSvnelovan problemas warmoadgens drois problema. drois ekonomiis mizniT, Tanamedrove kompaniebi nergaven telekomunikaciis sistemas. ukanasknelis arsi mdgomareobs imaSi, rom muSaki saqmianobs saxlSi, xolo centralur ofisTan aqvs mudmivi kavSiri internetis meSveobiT. telekomunikacias aqvs mravali pozitiuri mxare: jer erTi, muSakebis Sromis nayofiereba izrdeba 15-20% -iT, mcirdeba danaxarjebi ofisis Senaxvaze, SesaZlebeli xdeba invalidebis Sromis gamoyeneba. adamianebi dadebiTad

afaseben am urTierTobis fromas, radganac maT eZlevaT SesaZlebloba, dazogon transportis danaxarjebi, moaxdinon maTTvis sasurveli samuSaos grafikis dadgena. amasTan, urTierTobis es forma aris ZviradRirebulia. is moiTxovs Sesabamis teqnikas: faqsebs, printerebs, kompiuterebs da sxv. ueWvelia, rom is gavrceldeba garkveuli specifikis mqone samuSaoebze, garTulebulia namuSevari drois aRricxva. rodesac warmoiqmneba Seusabamoba mTlianad Sesasrulebel samuSaos moculobasa da im samuSaos Soris, romelic unda Seasrulos konkretulma muSakma, organizaciaSi moraluri klimatis gaumjobeseba miiRweva ori gziT: samuSao dRis SemcirebiT da funqcionaluri datvirTvis gayofiT. pirveli gza upiratesad gamoiyeneba ekonomikuri dacemis procesSi. imisaTvis, rom Tavidan aicilos momuSaveebis masobrivi ganTavisufleba, kompania amcirebs samuSaos xangrZlivobas da Sesabamisad xelfass. funqcionaluri gayofa aZlevs or mosamsaxures erT samuSao adgilze muSaobis dros Sesabamisad, xelfasisa da premiis ganawilebis SesaZleblobas. Tu kompania muSakebis Semcirebis nacvlad samuSao drois Semcirebas mimarTavs, mogebuli rCeba, rogorc mocemuli kompania, aseve misi TanamSromlebi da sazogadoeba. TanamSromlebs naklebad eSiniaT samuSaos dakargvis, ris gamoc Sromis xarisxi rCeba maRali. amitom, ekonomikuri aRmavlobis SemTxvevaSi, aseTi firmebis umravlesoba momzadebuli xvdeba axal ekonomikur pirobebs. ekonomikis gamococxleba kvlavindeburad iwvevs samuSao droisa da Sesabamisi xelfasis zrdas. aseTi midoma iwvevs erTgvar madlierebis grZnobas kompaniis mimarT, radganac is faqtobrivad ekonomikuri krizisis pirobebSi daxmarebis xels uwvdis Tavis TanamSromlebs. zemoT moyvanili xerxisagan gansxvavebiT, samuSao drois dayofa ar aris damokidebuli saxelmwifoSi mimdinare ekonomikur cvlilebebze da is gamoiyeneba axalgazrda dedebis, studentebis da sxva mosamsaxureebisaTvis. kompaniisaTvis ufro xelsayrelia, gayos samuSao dro am kategoriis or TanamSromels Soris, vidre Semoiyvanos is axali TanamSromeli, romelic moiTxovs damatebiT swavlebas. am meTods 1982 wlidan aqtiurad iyenebs avejis mwarmoebeli kompania `stilkveisi~. ase magaliTad, yoveli naxevar Statze myofi qalidan marketingis ganyofilebaSi TiToeuli valdebulia kviraSi imuSaos ormoci saaTi or naxevari dRis ganmavlobaSi. [208, p.37]. Tanamedrove pirobebSi samuSaos dayofa gavrcelebulia saxelmwifo organizaciebSi an universitetebSi. XIII. 6. organizaciaze orientirebuli meTodebi im SemTxvevaSi, rodesac kompania awydeba sirTuleebs motivaciis problemebTan dakavSirebiT, rac iwvevs Sromis nayofierebis Semcirebas, kadrebis maRal denadobas da sxva, aucilebeli xdeba gadamwyveti zomebis miReba. firmis umaRlesma xelmZRvanelobam unda gadaxedos mis miznebs, strategias da warmoebis kulturas, raTa SeZlos mis winaSe dasmuli amocanebis realizcia. organizaciaze orientirebuli meTodebis umetesoba erTiandeba iseT kategoriaSi, rogoricaa: momuSaveTa uflebamoslebis gafarToeba maTi kompaniis saqmianobaSi ufro farTo CarTvis gziT. uflebamosilebaTa aseTi

gafarToveba zrdis momuSaveTa pasuxismgeblobas kompaniis miznebis realizaciis saqmeSi. kompania `federal eqspresma~ erT-erTma pirvelma daiwyo am meTodebis danergva. Sesabamisi ubnis menejerebs eZleodaT SesaZlebloba maTdami daqvemdebarebul ubanze, daeqiravebinaT TanamSromlebi, aerCiaT is TanamSromlebi, romlebic umaRles xelmZRvanelobasTan erTad imuSavebdnen sakadro da operatiul sakiTxebze. amdenad, organizaciis saerTo marTvis procesSi muSakebis mozidva qmnis erTianobis atmosferos, zrdis mis mimarT loialurobis grZnobas. [275, p.18]. momuSaveTa uflebamosilebis gafarTovebis ZiriTadi meTodi mdgomareobs mis samuSao gundebis formirebaSi, romelic funqcionireben TviTmmarTvelobis principebze. es aris momuSaveTa jgufi, romlebic damoukideblad gansazRvravs mis winaSe mdgar amocanebs, eZes maTi gadawyvetis gzebs, da faqtobrivad, damoukideblad warmarTaves Sromis process. aseTi gundebi aerTianebs 6 dan 32-mde muSaks. am gundebis warmatebuli muSaobis Sedegad, mcirdeba danaxarjebi samuSao Zalaze, izrdeba Sromis nayofiereba, umjobesdeba produqciis xarisxi da maRldeba momuSaveTa moraluri ganwyoba. [289, p.29]. samuSao gundebis idea araefeqtiania im SemTxvevaSi, Tu is ar iqna gamagrebuli Sesabamisi xelfasis formebiTa da Sromis organizaciis axali meTodebiT. erT-erTi maTgani aris miznis miRwevaSi monawileobis meTodi. misi arsi mdgomareobs imaSi, rom xelfasis done damokidebulia gundis muSaobis Sedegebze. mravali wlis ukan b. u. takmenma53 daaxasiaTa `jgufis~ Seqmnis xuTi stadia: formireba, SeCveva, qcevis normebis dadgena, davalebaTa Sesruleba, daSla. Tu jgufma yvela es stadia warmatebulad da uproblemod gaiara, is warmatebuli jgufia, magram, rogorc wesi, es ase ar xdeba. jgufSi ukve SeCvevis stadiaze jgufis wevrebs Soris, rogorc wesi iwyeba brZola pirvelobisaTvis, sakuTari ideebisa da sakuTari marTvis stilis damkvidrebis mizniT. warmatebulia is jgufi, romelic adgens saerTo qcevis normebs. miuxedavad imisa, rom yvela jgufi ver gadis am stadiebs. maTi gageba mniSvnelovania jgufebis warumateblis kvlevis procesSi. `jgufsa~ da `gunds~ Soris gansxvaveba semantiuria, radganac `gundis~ idea aris mizanmimarTuli gamarjvebaze. Tavis fundamentur SromaSi `The Wisdon of Teams~ (`gundebis sibrZne~) ian kancenbaxma da duglas smitma54 ase daaxasiaTes is oTxi ZiriTadi maxasiaTebeli, romelic umniSvnelovanesia gundebisaTvis: 1. rTuli da masStaburi amocanebis arseboba gunds ufro energiuls, da mizanswrafuls xdis. amdenad, gundebis muSaobisaTvis mTavari aris ara emociuri komforti da keTilganwyoba, aramed mizani; 2. imisaTvis, rom gundi iyos produqtiuli xelmZRvanelobam unda astimuliros SromiTi morali da ara sasaTbure pirobebi; 3. individualizmi ar aris gundis muSaobis Semaferxebeli faqtori. amdenad, gundebi aris ara biurokratiuli komiteti, aramed calkeuli muSakebis erToba. 4. disciplina aris warmatebis sawindari. finansuri stimulirebis sxva meTodi mdgomareobs aqciebis nawilis miyidvaSi. am programebis e.w. `muSaTa aqciebis~ mizani mdgomareobs
53 54

Stonez J.F. et al Management. Infranote 1, p. 301 Katzenbach, Smith D. The Wisdom of Teams: Greating the High Perfomance organization. Boston, MA:Harvard Business School Press, 1993.

imaSi, rom moxdes Sromis Sedegebis da anazRaurebas Soris pirdapiri dadgena. rig SemTxvevaSi, kompaniis xelmZRvanelebi ufro Sors midian da TavianT muSakebs aZleven imis uflebas, rom isini gaxdnen kompaniis Tanamflobelebi. ase magaliTad, frima `manro~, romelic awarmoebs sakancelario nawarms, warmoadgens muSakebis sakuTrebas. koleqtivis TiToeuli wevri akontrolebs gayidvebis moculobas, amonagebs, informacia firmaSi aris sajaro da gamWirvale. firmis muSakebs gaTavisebuli aqvT yvelaze efeqturi motivaciuri strategia: mogebis damokidebuleba sakuTari Sromis Sedegebze. [187, p.21].

mimoxilviTi SekiTxvebi:

1. ramdenad Seesabameba motivaciis klasikuri Teoria Tanamedrove pirobebs? 2. ras warmoadgens gotornis gamokvleva da ra zegavlenas axdens is Sromisnayofierebis amaRlebaze? 3. raSi mdgomamreobs maslous ierarqiis praqtikuli mxare? 4. rogir Seesabameba X da Y Teoriebi Z Teorias? 5. ra zegavlenas axdens momuSaveTa gaTavisufleba maT Sromis motivaciaze? 6. motivaciis ra meTodebi gamoiyeneba farTod organizaciaSi? 7. ras niSnavs samuSaoTa drekadi grafiki? 8. ra igulisxmeba telekomunikaciasa da Sinaur ofisebSi? 9. raSi mdgomareobs samuSaoze orientirebuli xerxebi? 10. ra igulisxmeba organizaciaze orientirebul xerxebSi?

TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. dagvixasiaTeT SromiT resursebSi moTxovnis dadgenis etapebi; SromiT resursebSi moTxovnis dadgenis etapebia: am dargSi biznesgegmis Sedgena, moTxovnis prognozireba, profesiuli funqciis analizi, daqiravebis procesi. 2. CamogviTvaleT maslous Teoriis mixedviT moTxovnilebaTa xuTi done; es doneebia: fiziologiuri moTxovnilebebi, isini aris ZiriTadi adamianebisaTvis, da nakleb motivaciur zemoqmedebas axdenen Tanamedrove muSakebze. usafrTxoebis moTxovnileba, romelic kmayofildeba garantirebuli dasaqmebiTa da sapensio programebiT. socialuri moTxovnileba,

romelic aris adamianTa araformalur gaerTianebebSi saqmianobis motivatori. aRiarebis moTxovnileba, romelic dakavSirebulia piradi Rirsebis grZnobasTan. 3. dagvisaxeleT is faqtorebi, romlebic zemoqmedebs muSakebis motivaciaze xercbergis Teoriis mixedviT? esenia: higienuri faqtorebi, (kompaniis politika, Sromis pirobebi, dasaqmebis garantia) axdens motivaciaze uaryofiT zegavlenas maSin, rodesac isini aradamakmayofilebelia. motivatorebi _ Tanamdebobrivi zrda, aRiareba, pasuxismgebloba zemoqmedeben dadebiTad Sromis nayo-fierebaze. 4. CamogviTvaleT lodinis Teoriis sami ZiriTadi postulati? es postucatebia: 1) muSakis mier Sesasrulebeli samuSaos sirTulis Sefaseba; 2) muSakis mier Sromis anazRaurebis obieqturi Sefaseba; 3) muSakis mier Sesasrulebeli samuSaos sirTulisa da Sromis anazRaurebis Tabafardobis Sefaseba. 5. dagvixasiaTeT is sxvaoba, romelic arsebobs X, Y, Z Teoriebs Soris? X Teoria upiratesobas aniWebs xelisuflebas, Y Teoria samsa-xurebriv zrdas da TviTkontrols, Z Teoria miiCnevs, rom mosa-msaxureebi es erTi ojaxis wevrebi arian, amitom xelmZRvanelobam unda gaiTvaliswinos maTi azri. faqtobrivad es igeba iaponuri kompaniebis safuZvelze. 6. dagvisaxeleT muSakebis individualuri motivaciis saSualebebi? es saSualebebia: miznebis mkafio gansazRvra, qcevis motivacia, gadamzadeba. 7. CamogviTvaleT motivaciis gaZlierebis oTxi xerxi? es xerxebia: samuSao adgilebis gafarToeba da srulyofa, Sromis drekadi grafiki, telekomunikaciebi, samuSao dRis Semcireba da funqcionaluri datvirTvis danawevreba.

Tavi XIV marketingi, rogorc biznesis filosofia

mewarmem orientacia unda aiRos ara im saqonlis bazarze, romelic cotaTi moswons yvelas, aramed saqonlis bazarze, romelic Zalian moswons cotas. i. Sumpeteri biznesi es aris momxmareblis Seqmna. p. drukeri

am TavSi Tqven gaecnobiT 1. marketingis 2. strategiul 3.bazris 4. reklamis; mis ganviTarebasa dagegmvas; potencialis koncefciebs; da marketingis analizs; safirmo reklamis mniSvnelobas strategiuli niSans; dagegmvas, Tavi XIV biznesisaTvis; dagegmvis dasavleTis mis evolucias; etapebs. bazris saSualebebs, XIV.1. marketingis koncefciis evolucia Tanamedrove Seswavlas ; stils, reklamis gagebas; samrewvelo ekonomikur marketingis dizains da efeqtianobas. nebismieri korporaciis sawarmo, mmarTvelobiTi, logistikuri samarketingo faqtorebs; SefuTvas saqmianoba, orientirebulia erT mizanze _ momxmareblis moZebnaze, samarketingo procesebze, romelsac mTlianad marketingSi. realizaciis eqvemdebareba biznesis filosofia. informaciis SeuZlia, iarsebos erTaderTi pirobiT, Tu misi produqcia iyideba da firmas klasifikacias da Sesabamisad, iqneba pirobebi gafarToebuli kvlavwarmoebisaTvis. mis rols produqciisa da momsaxurebis realizaciiT miRebuli fuli unda iZleodes ufro didi samarketingo fulis keTebis SesaZleblobas; mogeba gafarToebuli kvlavwarmoebiT unda gamokvlevebSi. iZleodes Sanss ufro did mogebis miRebisa da am pirobebSi unda Seiqmnas warmoebis masStabebis gadidebis potenciuri SesaZlebloba. amdenad, biznesis filosofia SeiZleba aisaxos sqematurad Semdegnairad:

biznesis sistema

saqonlisa da momsaxurebis warmoeba eTikuri da samarTlebrivi normebis dacviT

warmoeba logistika menejmenti marketingi

nax. #1. biznesis filosofia am filosofiis CarCoebSi biznesis kvlavwarmoeba vlindeba Semdeg sqemaSi:

biznesi

sawarmoo da finansuri resursebi

saqonlisa da momsaxurebis warmoeba

realizacia

sawarmoo finansuri resursebis zrda

biznesis filosofiis ZiriTadi elementebia marketingi da menejmenti, romlebic damoukidebeli kvlevis sagans warmoadgenen. am wignSi maT Cven vixilavT mxolod, rogorc biznesis sistemis elementebs. termini `marketingi~ warmodgeba inglisuri sityva ,,market-isagan (bazari) da niSnavs sasaqonlo bazris, produqciis realizaciis sferoSi saqmianobas. marketingi rogorc ekonomikur urTierTobaTa sistema, gacilebiT ufro farTo Sinaarsis cnebaa. biznesSi da erTi mxriv, gulisxmobs samomxmareblo bazris safuZvlian Seswavlas, momxmarebelTa moTxovnilebis, gemovnebis yovelmxriv analizs da am safuZvelze warmoebiTi saqmianobis agebas, meore mxriv ki, warmoebis aqtiuri zemoqmedebis gansazRvras samomxmreblo bazarze, moTxovnasa Tu gemovnebaze. marketingis Tanamedrove koncefciam, iseve rogorc biznesis Teoriam, ganviTarebis sakmaod rTuli, evoluciuri gza ganvlo. termini `marketingi~ pirvelad gvxvdeba 1907 wels gamocemul enciklopedia britanikaSi. aRsaniSnavia, rom enciklopediaSi warmodgenili `marketingis~ Sinaarsobrivi datvirTva bevrad gansxvavdeba misi Tanamedrove gagebisagan. am wyaroSi marketingi warmodgenilia Semdegi azriT: `marketingi im organizaciebis mimarT, romlebsac qmnian sasoflo-sameurneo mwarmoeblebi saerTo sabazro problemebis gadasawyvetad~. erToblivi organizaciebis ZiriTad mizans warmoadgenda produqciis erToblivi reklamireba, misi realizaciis stimulireba. magaliTad: 1908 wels, kaliforniaSi gaerTianda forToxlis mwarmoebeli ramdenime sasoflo-sameurneo organizacia, romlebic produqciis reklamirebasa da realizacias axdenen erTi safirmo niSnis `sankisti~-s mixedviT. analogiuri mizniT Seiqmna: 1909 wels kaliforniis mebaReTa sazogadoeba; 1918 wels wablis mwarmoebelTa amerikuli sazogadoeba da sxv. samrewvelo biznesSi ar gvxvdeba marketingis iseTi adreuli magaliTebi, rogorc soflis meurneobaSi. es niSnavs, rom marketingis samrewvelo bazarze aRiarebisaTvis, aucilebeli iyo produqciis masobrivi warmoebis ganviTareba, samomxmareblo bazris swrafi zrda, rac, Tavis mxriv, moiTxovda revolucias produqciis realizaciis sferoSi.

biznesis ganviTarebasTan erTad, 1915 wels Seiqmna reklamis maswavlebelTa amerikuli sazogadoeba, romlis safuZvelze 1924 wels daarsda reklamisa da marketingis sazogadoeba, xolo 1931 wels damoukideblad Camoyalibda marketingis amerikuli sazogadoeba. XX saukunis dasawyisSi, rodesac mimdinareobda msxvili manqanuri warmoebis formirebis procesi, farTo ganviTareba hpova konkurenciam. mecnierul-teqnikuri revoluciis swrafma ganviTarebam rig qveynebs, gansakuTrebiT - ki amerikis SeerTebul Statebs, giganturi ekonomikuri nabijebis gadadgmis saSualeba misca. am periodis amerikeli ekonomistebi SeniSnaven, rom ZiriTad problemas Tavisufali mewarmeebisaTvis produqciis gasaReba warmoadgenda. amdenad, am epoqaSi, marketingis Teoria ZiriTadad gasaRebis Teoriaze daiyvaneboda. amitomac iyo, rom aRniSnul dros miCiganis, illinoisis, harvardis universitetebSi SemoRebuli marketingis kursi, moicavda gasaRebis, reklamis, vaWrobis sakiTxebis Seswavlas. yovelive es mniSvnelovnad zRudavda marketingis kvlevis sferos, rac momavalSi cxadi gaxda. marketingis Teoriis ganviTarebaze didi zegavlena moaxdina 1929-1923 wlebis ekonomikurma krizisma, ris Sedegadac marketingma biznesSi dakarga gasaRebis Teoriaze orientacia, mniSvnelovnad gaafarTova gamokvlevis areali da Seexo firmebis funqcionirebis sxvadasxva mxares, gaxda maTi saqmianobis amsaxveli, moicva produqciis momxmareblisaken moZraobis mTeli gza. amave etapze xdeba marketingis sakanonmdeblo gaformeba. ase, magaliTad: 1908 wels Seiqmna marketingis pirveli komerciuli organizacia, xolo msxvil firmebSi marketingis pirveli samsaxurebi. biznesis ganviTarebasTan erTad, 1926 wels amerikaSi Seiqmna reklamisa da marketingis nacionaluri asociacia, ris bazarzec Semdgom daarsda marketingis amerikuli sazogadoeba, romelic 1973 wels damkvidrda marketingis amerikul asociaciad ,,AMA-s statusiT, igi gamoscems Jurnals `marketingi~. amdenad, marketingis sazogadoebebis warmoqmna da reorganizacia, cvlilebani maTi saqmianobis sferoSi, warmogvidgens masSi mimdinare Sinagan Zvrebs, moqmedebis arealis gafarToebas, am giganturi nabijebiT mimdinare mis popularizacias, romelic am process Tan axlda da romlis ZiriTadi motivatori biznesis sferos ganviTarebaa. ar SeiZleba, ar daveTanxmoT im WeSmaritebas, rom mecnierebaSi faseulobiT Rirebulebas iZens mxolod is, risi Seswavla, Semecneba da gadacema aris SesaZlebeli. amis mecnieruli cda warmodgenilia marketingis pirvel gamocemaSi, romelic daTariRebulia 1936 wliT. marketingis pirveli saxelmZRvanelos avtorebi iyvnen niu-iorkios universitetis maswavleblebi: i.e.egniu, r.g.jenkinsi, d.s. drari. is sakmaod farTo tiraJiT gamoica grau-hillis gamomcemlobis mier niu-iorkisa da londonSi. wignis dasaxeleba iyo, marketingis moxazuloba, da mTlianad exeboda mis rols biznesis ganviTarebaSi. unda aRiniSnos, rom wignis avtorebma mocemul saxelmZRvaneloSi marketingi gaaigives distribuciasTan. maTi ganmartebiT, `marketingis, anu distribuciis cnebaSi igulisxmeba is operaciebi, romlebic dakavSirebulia saqonlisa da momsaxurebis nakadTan mwarmoeblidan momxmareblamde~. [78,c.3]. aRniSnuli ganmarteba gacilebiT viwrod warmoadgenda marketingis realur Sinaars, rac bevrad ganpirobebuli a imiTac, rom wignis xelnaweri ufro adre

gaCnda, vidre is ganmarteba, romelic warmodgenili iyo marketingis maswavlebelTa sazogadoebis mier. 1936 wels sazogadoeba Tavis dokumentebSi ase ganmartavs marketings: `is moicavs yvela im saqmianobas, romelic dakavSirebulia saqonlisa da momsaxurebis nakadis gadaadgilebasTan warmoebis adgilidan momxmareblamde~,[78,c.4]. rac biznesis erT-erT saboloo mizans Seadgens. marketingis pirveli saxelmZRvanelos avtorebi, marketingSi gamoyofen sam ZiriTad sferos: -warmoebis (materialur faseulobaTa Seqmnis process); - momxmareblis (materialur faseulobaTa gamogonebis process); ganawilebis (gafarToebuli kvlavwarmoebis mizniT, materialur faseulobaTa realizaciis Sedegebis gamoyenebas). marketingis pirveli specialistebi cdilobdnen, daekavSirebinaT is saqonlis kvlavwarmoebis procesTan da ar daeSvaT misi degradacia bazris saSualebebSi. amasTan, ganixilavdnen ra marketings kvlavwarmoebis konteqstSi, axdendnen faqtiur gamijvnas e.w. `fizikur~ warmoebasa da marketings Soris. maT marketingis funqciebad miaCndaT: reklama, realizacia, informaciis Segroveba, propaganda, asortimentis gafarToeba, dazRveva da sxva. msgavsi azri aris gatarebuli 1940 wels gamocemul f. serfeisis da v. aldersonis wignSi, romelSic marketingis ZiriTad funqciad miCneulia vaWrobis sferos swori momaragebis organizacia saqonliT. biznesis wreebis warmomadgenlebi im epoqaSi Rrmad iyvnen darwmunebulni, rom momxmareblis swori damuSavebis SemTxvevaSi bazarze SesaZlebelia yvelafris gayidva. specialistebs ki miaCndaT, rom Tu sworad aris dadgenili moTxovna-miwodeba, saqonlis gayidvis procesi gacilebiT martivi da naklebad sariskoa. aRniSnuli winaaRmdegobis mizezebi imaleboda imaSi, rom imdroindel saqmian cxovrebaSi did rols TamaSobdnen sabirJo agentebi, romlebic yvela meTodiT cdilobdnen produqciis realizacias. amave dros, biznesis ganviTarebaze produqciis masobrivi warmoeba da ganawileba, samomxmareblo bazris gafarToeba, konkurenciis zrda, qmnida winapirobas marketingis Canafiqris ufro farTo asaxvisaTvis. am procesebTan dakavSirebulma realizaciis siZneleebma, pirvel rigSi wamoswia sabazro informaciis gamoyenebis sakiTxi. dromoWmuli aRmoCnda fordis cnobili principi, romlis Tanaxmadac `momxmarebelma SeiZleba SearCios nebismieri feris manqana, Tu es feri Savia~. momxmarebelTa moTxovnilebani gaxda diferencirebuli da Tu mwarmoebels surda mogeba, an Tundac mewarmeobiTi saqmianobis SenarCuneba, mas unda daekmayofilebina isini. masobrivi warmoeba moiTxovda revolucias realizaciaSi. 1936 wels longailendSi gaixsna pirveli TviTmomsaxurebis univermaRi, romelsac daerqva `supermarketi~. am droisaTvis saqmian wreebSi farTod gavrcelda is azri, rom supermarketul TviTmomsaxurebas ar gaaCnda perspeqtiva, radganac ganebivrebuli momxmarebeli ar ityvis uars piradi momsaxurebis sikeTeze. am azris simcdare male gamoCnda, radganac supermarketebma elviseburad daipyres vaWrobis sfero da arc erTi maTgani ar gakotrebula. rogorc biznesis, aseve marketingis Teoriis ganviTarebaSi didi roli iTamaSa meore msoflio omma. amerikulma ekonomikam ganicada militarizacia da SezRuda momxmarebelTa moTxovnebi. didi aRmavloba igrZnoba omis Semdgom aTwleulSi, romelic xasiaTdeboda warmoebis giganturi winsvliT, samxedro samrewvelo potencialis maqsimaluri ukugebiT. ormocdaaTian

wlebSi aSS-ve samrewvelo potenciali omis wina wlebTan SedarebiT TiTqmis gaormagda. aman, Tavis mxriv gaaRmava konkurencia, daiwyo brZola momxmareblisaTvis. mwarmoeblisaTvis cxadi gaxda, rom momxmarebels, asortimentuli bazris gafarToebis pirobebSi, gauCnda farTo arCevani. amdenad, samocian wlebSi mniSvnelovani evolucia ganicada marketingis Sinaarsobrivma datvirTvam. marketingma aiZula sawarmoebi (samrewevlo da savaWro), mieqciaT yuradReba ara saqonlisaTvis, raramed momxmareblisaTvis da am safuZvelze aegoT warmoebisa da realizaciis strategia. 70-ian, 80-ian wlebSi marketingSi moTxovnileba Rrmavdeba, rac ganpirobebuli iyo Sromis saerTaSoriso danawilebis procesSi rigi qveynebis, aSS-sa da iaponiis, makordinirebelis funqciis gamoyofasTan, ramac gacilebiT gaamwvava ekonomikuri winaaRmdegobani am qveynebs Soris. biznesis sferoSi, daiwyo ulmobeli brZola msoflio bazris dapyrobisaTvis, ramac, Tavis mxriv, marketings gamouyo axali roli msoflios biznesis procesebSi. Tanamedrove literaturaSi sakmaod mravlad aris warmodgenili marketingis sxvadasxva ganmartebani. yvela isini SeiZleba gaerTiandes or ZiriTad jgufSi: klasikuri da Tanamedrove, anu ganzogadoebuli. klasikuris Tanaxmad: marketingi gulisxmobs im biznesmenis saqmianobas, romelic warmarTavs saqonlisa da momsaxurebis winsvlas mwarmoeblidan momxmareblamde. [24,c.98]. kiuri da taSnadi aRniSnaven im mWidro kavSiris arsebobis Sesaxeb, romelic arsebobs marketingsa da samomxmareblo bazars Soris. maTi azriT - `marketingi bazris Seswavlaze dafuZnebuli produqciis realizaciis ekonomikuri koncefciaa~ [78,c.10]. unda aRiniSnos, rom am avtorebisaTvis damaxasiaTebelia realizaciuri midgoma. marketingis cnebaSi farTod gavrcelda azri, romlis Tanaxmadac, es aris sawarmos koncefcia, mimarTuli bazris aTvisebisaken. rigi avtorebi aRniSnaven bazris strategias. am orive mosazrebaSi aris elementebi, romlebic gamoiyeneba marketingis Tanamedrove gagebaSi. cxadia, rom sawarmoebma TavianTi biznes-saqmianoba unda warmarTon bazris moTxovnaTa Sesabamisad, es ki niSnavs, rom isini srulad unda akontrolebdnen informacias moTxovnis Sesaxeb, amitomac marketingSi unda arsebobdes mWidro urTierTkavSiri Tanamedrove da momavlis moTxovnebsa da warmoebiT politikas Soris. marketingis ZiriTad amocanas warmoadgens momxmarebelTa moTxovnilebis gadayvana produqciisa da momsaxurebis enaze da am safuZvelze, biznesis meqanizmis Seqmna, romelic dadgeba moTxovnilebis dakmayofilebis samsaxurSi. amdenad, zemoT warmodgenil ganmartebaSi ZiriTadia momxmarebelze orientacia. kompania aRwevs Tavis mizans mxolod momxmareblis moTxovnilebaTa dakmayofilebis safuZvelze. amasTan, marketingis mizania ara mxolod moTxovnis zrda, aramed misi miwodebasTan gawonasworeba. marketingis farTo diapazoni oficialurad aRiara marketingis amerikulma asociaciam 1985 wels - `marketingi warmoadgens azris Casaxvis, faswarmoqmnis, ideebis winsvlisa da realizaciis process, romelic akmayofilebs calkeuli pirovnebisa Tu organizaciis moTxovnebs~55. aRniSnuli ganmarteba miuTiTebs marketingis moqmedebis sakmaod farTo diapazonze, ideis Casaxvidan moTxovnis dakmayofilebamde.

55

AMA Board Approvers New Definition, ,,Marketing News (march I, 1985) p.1

rogorc SeniSnaven d.evansi da b.bermani, `marketingi-es aris organizaciebis, xalxis, teritoriebis saqonelze moTxovnis ganWvreta, marTva da dakmayofileba~56, rac Seesabameba Tanamedrove biznesis moTxovnebs. dReisaTvis ukve cxadia is winaaRmdegobani, romelic wamoiWra marketingis cnebaSi. avtorTa umetesoba miuTiTebs, rom masSi unda aisaxos arasawarmoo saqmianobac, sxvebi akritikeben ra amas, aRniSnaven, rom marketingi dakavSirebulia mxolod saqonlis yidva-gayidvasTan. b.f.gulriCis azriT: `,marketingi es aris kompaniis moTxovnilebaTa da survilTa gansazRvris, ganWvretis, samomxmareblo RirebulebaTa Seqmnisa da resursebis organizaciis procesi, mimarTuli kompaniisa da momxareblis mogebis zrdisaken, [144,p.89]. rac saboloo jamSi warmoadgens biznesis mizans. 1954 wels piter drukeri miuTiTebda, rom biznesis warmarTvaSi mTavaria, momxmareblis moTxovnilebaze orientacia. is wers: `Tu gvinda vicodeT ra aris biznesi, unda vicodeT misi mizani. arsebobs mxolod erTi swori ganmarteba biznesis miznisa es aris momxmareblis Seqmna. Tu ras fiqrobs firma Tavis produqciaze, es ar aris mTavari, gansakuTrebiT momavali biznesis warmatebisaTvis. ras fiqrobs momxmarebeli nayid saqonelze, raSi xedavs igi mis Rirebulebas ai, es aris mniSvnelovani, is ganmartavs biznesis Sinaars, mis mimarTulebas da warmatebis Sansebs~.57 amdenad, momxmarebelze orientacia niSnavs ara sawarmoo simZlavreebis Seswavlas, aramed biznesis interesebis gaTvaliswinebiT bazris konstruqciis dadgenasa da aqedan gamomdinare, warmoebis strategiis gansazRvras. aRniSnulidan gamomdinare, firmebma, organizaciebma, xalxma unda daisaxon is ZiriTadi mizani, romelsac biznesSi unda daeqvemdebaros yvela Tanmxlebi procesi. es mizani aris ara saqoneli da momsaxureba, romelic warmoadgens miznis miRwevis mxolod saSualebebs, aramed mogeba. mTeli samarketingo politika saboloo jamSi mogebis maqsimumizaciisaken unda iqnes mimarTuli. amaSi mdgomareobs mTavari idea, is arsi, romelsac efuZneba saqmianoba samarketingo politikis dargSi. SeiZleba daibados azri, rom samarketingo politika, saboloo jamSi, produqciis gasaRebis politikaze daiyvaneba es sakmaod gavrcelebuli da mcdari Sexedulebaa. marketingis filosofia gacilebiT ufro farToa, vidre gasaRebis filosofia. marketingi moicavs moTxovnilebaTa analizs, igi uzrunveyofs firmas aucilebeli resursebiT, detalurad swavlobs bazris koniunqturas da rac mTavaria, zegavlenas axdens moTxovnilebaTa formirebaze, maSin, rodesac gasaReba aris momxmarebelsa da mimwodebels Soris ganxorcielebuli aqti da Tu pirvelis daukmayofileblobis SemTxvevaSi ar aris aucilebeli mTlianad am aqtis cvla, marketingSi cvlilebas moiTxovs mTlianad procesi da ara misi calkeuli elementebi. sagulisxmoa, am mxriv, f.kotleris Tavis wignSi moyvanili, msxvili manqanaTmSeneblis Semdegi ganaazrebi: `me megona, rom Cven vaxorcielebdiT bizness. Cven gvyavda vice-prezidenti marketingis dargSi, reklamis kvalificirebuli ganyofileba da marketingis dagegmvis rTuli procedurebi. yovelive es aRmoCnda motyueba, rodesac dadga Znelbedobis Jami, me gavige, rom Cven vawarmoebdiT avtomanqanebs, romlebic saWiroa myidvelebisaTvis, magram Cven ar vreagirebdiT axal moTxovnebze.

56 57

. , . . . . , 1990. . 17 Peter Drucker. The Pracrice of Managment (New York. Harpers Row, 1991) p.37

Cveni samarketingo saqmianoba Tavisi arsiT iyo msubuqad SeniRbuli gasaReba~58. amdenad, zemoT mocemuli ganmartebani cxadyofen, rom marketingi asrulebs rig funqciebs da mas gaaCnia subieqtebi. marketingis ZiriTad funqciebs Seadgens: - marketingis garemosa da bazrebis analizi; - momxmareblis garemosa da bazrebis analizi; - momxmareblis analizi; - saqonlis winsvlis analizi da dagegmva; - fasebis dagegmva; - marketingis marTva; - koorporaciis, an organizaciis socialuri pasuxismgeblobis amaRleba. marketingis obieqtebs warmoadgenen: produqciis mwarmoeblebi, vaWrobis sfero, momxmarebeli, marketingis sprecialistebi. sqematurad es SeiZleba warmovidginoT Semdegnairad (ix. nax.38).

marketingis subieqtebi

warmoeb a warmoebis gaerTianebani

vaWroba

momxmarebeli

marketingis specialistebi

sabiTum o

individualuri (pirovneba)

koncefciebi

sacalo

sazogadoebrivi (organizacia)

konsorciumebi

nax. #38. marketingis subieqtebi marketingis subieqtebi warmoadgenen misi zegavlenis sferos, romelic sakmaod farTod ganStoebuli struqturiT xasiaTdeba. marketingi TamaSobs sakmaod didi rols, rogorc sazogadoebis, aseve calkeuli individis ganviTarebaSi. ase, magaliTad: is mniSvnelovan zegavlenas axdens cxovrebis doneze, radganac Tavis mxriv, stimuls aZlevs momxmareblis gemovnebas sasaqonlo asortimentis formirebaze, faswarmoqmnisa Tu realizaciis politikaze. marketingi xels uwyobs warmoebis Semsgom ganviTarebas, rameTu axdens mecnierul-teqnikuri progresis stimulirebas, aiZulebs warmoebas, konkureciul brZolaSi Seqmnas misTvis saarsebo sfero.
58

Philip Kotler. From Sales Obsession to Marketing Efectiveness, Harvard Bussiness Review. November 1977. p. 68.

resursuli SezRudvis pirobebSi marketingi aZlevs warmoebas orientacias maT racionalur gamoyenebaze, iwvevs samuSao drois, energetikuli da materialuri resursebis xarjvis racionalizacias, da bolos, marketingi gacilebiT afarToebs komunikabelurobis dones, iZleva saSualebas, gavxdeT ufro informirebulni mocemul sferoSi, Tvalyuri vadevnoT yovelgvar sabazro informacias. XIV. 2. marketingis faqtorebi yovel warmoebas biznesis sferoSi gaaCnia mizani, aRniSnuli miznis realizaciaSi gadamWreli roli unda iTamaSos marketingma, rogorc miznis miRwevis erT-erTma saSualebam. imisaTvis, rom gaverkveT, Tu ra gziT SeiZleba moxdes yovelive es, aucilebelia davadginoT marketingis faqtorebi da maTi zegavlenis sfero (ix. nax. 39). marketingis faqtorebi iyofa sam jgufad: pirveli, romelsac gansazRvravs warmoeba, meore warmoebisagan damoukidebeli faqtorebi, romelTa gaTvaliswineba aucilebelia samarketingo praqtikaSi da mesame, is faqtorebi, romlebic warmoadgenen marketingis uSualod dakvirvebis sferos. warmoebiT gansazRvrul faqtorebs adgens firmis administracia. isini SeiZleba gaerTiandnen Semdeg qvejgufebSi:

momxmarebeli warmoebiT gansazRvra konkurencia kanonmdebloba ek. mdgomareoba mtp-s dinamika komunikaciebi

marketingis faqtorebi

warmoebisagan damoukidebeli

marketingi gansazRvruli

nax. #39. marketingis faqtorebis klasifikacia firmis moqmedebis sfero. aq warmodgenilia firmis profili, anu ra sferoSi ganaxorcielebs is saqmianobas: warmoebis, ganaTlebis Tu sxva dargSi. teritoriulma sazRvrebma SeiZleba moicvas qalaqi, regioni, mTlianad qveyana an saerTaSoriso bazari; saerTo mizani - es aris is davalebebi, romelsac firma adgens Tavisi struqturuli qvedanayofebisaTvis an filialebisaTvis. is, rogorc wesi, aisaxeba ekonomikur maCveneblebSi: mogeba, realizaciis moculoba da sxva. marketingis roli - aRniSnul SemTxvevaSi firma gansazRvravs mis funqciebs da amocanebs warmoebiT sferoSi. marketingis roli farTod SeiZleba gamoyenebul iqnas mxolod im SemTxvevaSi, rodesac is aRWurvilia ZalauflebiT, anu rodesac vice-prezidents marketingis dargSi eZleva warmoebaSi operatiuli Carevis, samarketingo saqmianobis ganxorcielebisaTvis yvela resursis mozidvis ufleba. amasTan, dauSvebelia

misi saqmianobis SezRudva winaswardagegmili pasuxismgeblobis CarCoebSi. gansakuTrebuli mniSvneloba gaaCnia marketingiT gansazRvrul faqtorebs, romelTa regulirebis fuqncia mTlianad ekisreba marketingis samsaxurs. ukanasknelis moqmedebis sfero moicavs: miznobrivi bazris SerCevas, marketingis miznis dadgenas, marketingis organizacias, marketingis struqturis dadgenas da samarketingo gegmis gansazRvras. miznobrivi bazris (momxmarebelTa garkveuli jgufis) dadgena moicavs or moments: pirveli SeiZleba SeirCes bazari, anu orientacia aRebul iqnes ramdenime momxmarebelze da meore aRebul iqnes mcire segmenti (momxmarebelTa jgufi). pirvel SemTxvevaSi aiReba marketingis ganzogadoebuli gegma, meoreSi is unda daeqvemdebaros momxmarebelTa mcire jgufis intersebs. marketingis mizani sxvadasxva sferoSi SeiZleba gansxvavebuli iyos; magaliTad, gasaRebis sferoSi: axali saqonlis momxmarebelTa Zieba, bazris sferoebis dadgena da sxva. reklamis sferoSi: axali safirmo niSnis dadgena, saqonlis propagandis saSualebaTa cvla da sxva. gansakuTrebuli mniSvneloba gaaCnia marketingis organizacias. es aris samarketingo momsaxurebis sferoSi Sromis funqciuri danawilebis procesi. marketingis organizaciuli struqtura SeiZleba iyos funqciuri, rodesac samarketingo samsaxuris funqciuri rgolebi pasuxs ageben saqonlis moZraobis ama Tu im etapze: momarageba, gasaReba, ganawileba da sxva; saqonelze orientirebuli, rodesac saqonlis calkeuli jgufis mixedviT gamoiyofa pasuxismgeblobebi, orientirebuli bazarze, rodesac funqciur marTvas emateba regionebisa da momxmarebelTa tipebis mixedviT marketingis marTva. marketingis organizaciis formebi dasavleTis firmebSi warmodgenilia (nax. 40-ze).

vice-prezidenti marketingis dargSi mmarTveli produqciis

funqcionaluri dagegmvis dargSi

mmarTveli saqonlis moZraobis dargSi mmarTveli gasaRebis dargSi mmarTveli sxva funqcionalur sferoebSi

saqonelze orientirebuli

vice-prezidenti marketingis dargSi

mmarTveli saqonlis jgufebis mixedviT

mmarTveli `a~ jgufis saqonlis mixedviT

mmarTveli `b~ jgufis saqonlis mixedviT

bazarze orientirebuli

vice-prezidenti marketingis dargSi

mmarTveli gasaRebis sferoSi

mmarTvelisxva funqcionalur sferoebSi

regionaluri gasaRebis mmarTveli

CrdiloeTis mimarTulebiT

samxreTis mimarTulebiT

dasavleTis mimarTulebiT

aRmosavleTis mimarTulebiT

nax. #40. marketingis organizaciuli struqturis tipebi. marketingis struqtura es aris misi elementebis erTianoba, mimarTuli saerTo miznis ganxorcielebisaken. struqtura moicavs Semdeg elementebs: produqts an momsaxurebas; ganawilebas an gasaRebas; moZraobas da fasebs. marketingis mizania, SearCios am elementTa optimaluri erToba. saqonlis an momsaxurebis dadgenis dros unda gairkves, Tu ra dainergos bazarze, saqonlis xarisxi, SefuTva, gansazRvros dro da vadebi, gasaRebis Sewyvetis dro. gasaRebis sakiTxebis garkvevisas yuradReba unda mieqces Semdeg momentebs: ra raodenobis gasaRebis obieqtebs mieyidos saqoneli da sad, sabiTumo Tu sacalo vaWrobis organizaciebs, realizaciis pirobebs, mimwodebelTa SerCevas, konkurentebis gasaRebis sistemis Seswavlas. saqonlis moZraobisas yuradReba unda mieqces: reklamas, gasaRebis stimulirebas, momsaxurebis dones, reklamaTa Soris drois intervals da saSualebebs. fasebis sakiTxSi aucilebelia vicodeT: fasebis done bazrze, maTi diapazoni; fasebisa da xarisxis urTierTkavSiri, konkurentebis fasebis dinamika, anazRaurebis pirobebi. amdenad, marketingis struqturis dadgenis procesS,i marketologma, aRniSnuli elementebidan gamomdinare, unda aagos misi optimaluri modeli. imaze, Tu ramdenad sworad aris Sedgenili ukanaskneli, bevrad aris damokidebuli marketingis Sedegebi. samarketingo strategiis swori ganxorcielebis magaliTs warmoadgens fotoaparaturis mwarmoebeli iaponuri firma `kenoni~. igi uSvebs fotoaparatebs, rogorc damwyebi fotomoyvarulebisaTvis (SedarebiT martivi konstruqciis, eqspluataciis TvalsazrisiT ar moiTxovs did codnas, iyideba sacalo vaWrobis qselSi, reklama moTavsebulia sareklamo yovelTviur

JurnalebSi), ise specialistebisaTvis (iyideba specializebul maRaziebSi, xolo reklama moTavsebulia specialur JurnalSi). warmoebis gareSe, es is faqtorebia, romlebzedac warmoeba da marketingis samsaxuri ver axdens arsebiT zegavlenas. aRniSnulidan gamomdinare, saukeTesod Sedgenili samarketingo strategiis pirobebSic, warmoebam SeiZleba ver miaRwios sasurvel Sedegebs, Tu ar akontrolebs am faqtorebs. amitomac aucilebelia maTi analizi, Seswavla da ganzogadoeba. am faqtorebs miekuTvneba: momxmarebeli firmas SeuZlia moaxdinos zegavlena momxmareblis konkretul moTxovnaze da ara momxmarebelze mTlianad, anu mas SeuZlia, gaiTvaliswinos iseTi parametrebi, rogoricaa: momxmareblis asaki, profesia, Semosavlis done, rasobrivi da erovnuli mikuTvneba, ganaTlebis done da sxva. ase, magaliTad, firmas SeuZlia SeimuSaos bavSvis sakvebis axali saxeobani, magram mas ar SeuZlia, moaxdinos zegavlena Sobadobaze. amdenad, marketingis amocanaa, gansazRvros Tu ra axdens zegavlenas momxmarebelze. rodesac myidveli iZens saqonels, masSi mJRavndeba sxvadasxva Tvisebebi. marketingis amocanaa, daadginos klienturis mier gadawyvetilebis miRebis wesi. magaliTad: vidre iyidis avtomobils, klienti ecnoba mis parametrebs, Tvalyurs adevnebs sareklamo baraTebs, gansazRvravs SefardebiT fass da mxolod Semdgom Rebulobs gadawyvetilebas. funTuSis yidvis SemTxvevaSi amocana gacilebiT martivad wydeba. klienti gansazRvavs kvebis dros sasadiloSi, ris mixedviTac xdeba produqtis SeZena. amdenad, marketingis mizania, daadginos saqonlis dadebiTi da uaryofiTi mxareebi, Seiswavlos sazogadoebrivi azri da amis Sesabamisad, ganisazRvos produqciis warmoebis zrda Tu Semcirebebis aucilebloba. momxmarebeli unda gaxdes marketolologiisaTvis is barometri, romelic gansazRvravs aminds produqciis gasaRebis sferoSi. konkurencia erT-erTi ganmsazRvreli faqtoria biznesis samarketingo politikis dargSi. arsebobs ramdenime konkureciuli struqtura. maT Soris unda gamovyoT: monopolia da oligopolia. monopoliis SemTxvevaSi, sawarmos gabatonebuli mdgomareoba uWiravs dargSi. Tavisi saqonlis unikaluri bunebidan gamomdinare, monopolistur sawarmos, samarketingo politikis swori ganxorcielebis pirobebSi, SeuZlia mTlianad gaakontrolos bazari. amdenad, marketingis ZiriTad amocanas aRniSnul SemTxvevaSi warmoadgens SeinarCunos sawarmoo-monopolistis unikaluri mdgomareoba da ar daeSvas sxva firmebis gabatoneba mocemul bazarze. oligopoliis SemTxvevaSi, Aarsebobs ramdenime msxvili sawarmoo, romlebzec modis dargis produqciis ZiriTadi masa. ase, magaliTad: amerikis saavtomobilo mrewevelobis 90% modis `jeneral motorsze~, `fordze~ da `kraislerze~. ukanasknelni udides mniSvnelobas aniWeben fasebis politikaze dakvirvebas. fasebis awevis SemTxvevaSi, mniSvnelovnad ecema produqciaze moTxovna da konkurenciul brZolaSi fasebis daweva piriqiT, iwvevs saqonelze moTxovnilebis zrdas. oligopoliis SemTxvevaSi konkurentebi eridebian fasebis `omebs~, romlebic saSiSi tendenciiT

xasiaTdebian, cdiloben gamoyon TavianTi produqcia samomxmareblo bazarze mravalvariantulobis, dizainis da sxva parametrebis srulyofis gziT. aRniSnul SemTxvevaSi, aucilebelia, konkurentebis samarketingo strategiis dadgena. sazogadod, unda dazustdes: romel bazars flobs konkurentis produqcia, konkurentis samarketingo gegma da miznobrivi bazari, produqciis nimuSebi, konkurentebis upiratesobani, maTi produqciis momxmarebelTa dakmayofilebis done.

kanonmdebloba samarketingo politikaze did zegavlenas axdens kanonmdeblobrivi aqtebis miReba. magaliTad: antialkoholuri kanonis miRebam mniSvnelovnad SezRuda Sesabamisi profilis sawarmoebis warmoebis masStabi, ramac Tavis mxriv, zegavlena moaxdina realizaciis procesebze. antimonopoluri kanonmdeblobis funqcionireba zRudavs produqciis gasaRebis masStabebs. aSS-Si 100 wlis ganmavlobaSi miRebulia federaluri kanonebis sakmaod didi raodenoba, romlebic aregulireben Tavisufal mewarmeobas. aseTebia: XX saukunis dasawyisSi mcire biznesis ganviTarebis Sesaxeb sakanonmdeblo aqtebi, 60-ian, 70-ian wlebSi miRebul iqna momxmareblis uflebaTa damcveli kanonebi da sxva. ekonomikuri mdgomareoba biznesisa da marketingisaTvis didi mniSvneloba gaaCnia momxmareblis azrs qveynis ekonomikuri mdgomareobis Sesaxeb. Tu momxmarebeli fiqrobs, rom perspeqtiva sasikeToa, igi SedarebiT naklebad xarjavs Tanxebs, xolo deficitis SemTxvevaSi adgili aqvs ukuprocesebs. arsebiTia warmoebis danaxarjebis zegavleba samarketingo politikaze. ase, magaliTad: mTeli rigi danaxarjebi, iseTebi, rogoricaa: fasebi nedleulze, masalebze, gadasaxdebis done, saijaro gadasaxadi da sxva, warmoebis kontrolgareSe procesebs eqvemdebareba. Tu danaxarjebi izrdeba, mcirdeba marketingis elastiuroba da piriqiT, rodesac danaxarjebi stabiluria, marketologebis moqmedebis areali farTovdeba. danaxarjebis zrda iwvevs inflaciuri procesebis ganviTarebas, aman ki SeiZleba gamoiwvios momxmarebelTa struqturis cvla.

XIV. 3. informacia marketingis sferoSi biznesis sistemis efeqtianobis amaRlebisaTvis, manqanebis, fulis, xalxis, saqmianobis paralerulad, did rols TamaSobs informacia. aRniSnulidan gamomdinare Cans, rom bazarze damkvidreba sakmaod rTuli procesia da marketingis qmediTobis koeficienti miT ufro izrdeba, rac ufro kargad aris Secnobili bazris meqanizmi, Semcirebulia riskis faqtori.

biznesSi yvelze qmediT daxmarebas riskis faqtoris SemcirebaSi, misaRebi sabazro programis SedgenaSi, TamaSobs obieqturi informacia bazris Sesaxeb. informaciis Segrovebis, misi sistematizaciis process axorcielebs bazris Seswavlis an marketingis ganyofileba. informaciuli monacemebi SeiZleba iyos ramdenime saxis, amitom aucilebelia, movaxdinoT maTi diferenciacia: 1. aq Sedis: globaluri masStabis monacemebi : - ekonomikis marTvis sistema; - saxelmwifo SekveTebi; - saerTaSoriso ekonomikuri urTierTobebis sistema; - informacia fasebis, sakredito politikis, mosaxleobis Semosavlebis Sesaxeb da sxva. aRniSnuli saxeobis informacia saSualebas aZlevs sawarmos gamoavlinos Tavisi sabazro SesaZleblobani, amave dros, mas gaaCnia SezRudvebi. ase magaliTad: mosaxleobis Semosavlebis Sesaxeb informacia iZleva masalas samarketingo politikis dagegmvis dargSi, mave dros, aRniSnul SemTxvevaSi, fasebis sistema warmoadgens garkveul SezRudvas. amdenad, es aris faqtorebi, romlebic unda iqnes gaTvaliswinebuli, rogorc Sinagan, ise sagareo bazarze. globaluri informacia ar axdens raime arsebiT zegavlenas gadawyvetilebis miRebaze. 2. bazris Sesaxeb saerTo da specifikuri monacemebi. aq Sedis: - saerTaSoriso politikuri faqtorebi; - moTxovna-miwodebis monacemebi; - erovnuli Semosavlis sidide; - mecnierul-teqnikuri progresis done; - fasebis indeqsi saSiano da sagareo bazarze; - mosaxleobis myidvelobiTi unarianoba da sxva. am momacemebis safuZvelze, SeiZleba gairkves bazris mosalodneli cvlilebebis mimarTuleba, moTxovnilebaTa cvlis tendencia da sxva. 3. informacia sawarmos doneze (mikrodone). am tipis informacia iyofa sam qvejgufad: informacia sawarmos Sesaxeb; informacia momaragebis SesaZleblobebis Sesaxeb da informacia konkurentebis Sesaxeb. 4. pirvel jgufSi Sedis informacia sawarmoos ekonomikuri da teqnikuri ganviTarebis Sesaxeb. aq aRsaniSnavia: - sawarmoo simZlavreebis Sesaxeb informacia; - informacia samuSao Zalis Sesaxeb; - produqciis samomxmareblo Tvisebebi da teqnikuri done da sxva. mocemuli qvejgufis maCveneblebi metyveleben sawarmoo potencialze. marketingisaTvis am saxeobis informacias gansakuTrebuli mniSvneloba aqvs. magaliTad: axali saqonlis gamoCena bazarze unda iyos dakavSirebuli sawarmoo simZlavreebis rezervTan. Tu bazarze saqonlis moTxovnileba izrdeba, sawarmoSi unda arsebobdes misi gamoSvebis zrdis SesaZlebloba. am TvalsazrisiT, saintereso magaliTi mohyavs iSvanne xofmas Tavis wignSi _ `marketingi~. avtori wers, rom ungreTSi axali xelis malamos `xelia-d-s~ gamoCenam da sakmaod kargma reklamam gazarda misi popularoba momxmarebelSi, Sesabamisad, gaizarda moTxovna. malamos gamomSvebi sawarmo moumzadebeli aRmoCnda am moTxovna dakmayofilebisaTvis,

ramac ganapiroba bazarze aRmocenebuli deficiti, xolo, rodesac malamo sakmao raodenobiT gamoCnda, man dakarga popularoba. [78,c.15]. 5. informacia momaragebis bazris Sesaxeb warmoadgens amosavals sawarmoTa sameurneo saqmianobis normaluri warmarTvisaTvis. momaragebis bazari aris sawarmos nedleuliT, masalebiT, naxevarfabrikatebiT momaragebis wyaro, amitom masze aris damokidebuli produqciis warmoebac da realizaciac. aRniSnuli saxeobis informacia SeiZleba iyos miRebuli winaswar gancxadebaze, mimwodebelTa sareklamo, dargobriv, publikaciaze Tvalyuris devnebiT. sabiTumo vaWrobebis, sabirJo urTierTobebis dadgeniT. 6. informacia konkurentebis Sesaxeb moiTxovs gansakuTrebul yuradRebas. aq aucilebelia, Seswavlil iqnes: - bazarze arsebuli konkurentebi; - potenciuri konkurentebi. pirvel SemTxvevaSi, Seswavlilia ramdenime sakiTxi: 1. rogoria konkurentis strategia (warmoebis gafarToeba, bazris SenarCuneba Tu sxva); 2. rogoria konkurentis mdgomareoba bazarze (stabiluri, cvalebadi); 3. maTi susti da Zlieri mxreebi (asortimenti, teqnikuri done, inovaciuri politika); 4. maTi mdgomareoba momavalSi (modernizacia, asortimentis gafarToeba da sxva); 5. maTi moqmedeba bazarze (gadaxdis pirobebi, reklama, fasebis politika da sxva). Tu dazustda aRniSnuli sakiTxebi, SesaZlebelia konkurentebis moqmedebis programis Sedgena, romelic mogvcems maTi sabazro sistemaSi SezRudvis SesaZleblobas. SedarebiT rTulia potenciur konkurentebze dakvirvebis procesi, romlebic bazarze spontarnurad Cndebian. aq aucilebelia, yuradReba mieqces gamokvlevebis perspeqtiul mimarTulebebs da maTi danergvis SesaZleblobebs. 7. sakmaod rTulia momxmareblis Sesaxeb informaciis Segroveba. aq aucilebelia, dadgindes Semdegi sakiTxebi: - ra unda momxmarebels; - ra faqtorebi zemoqmedebs moTxovnilebaze; - ra moTxovnebs uyenebs momxmarebeli reklamas; - ra moTxovnas uyenebs momxmarebeli produqcias da momsaxurebas. moTxovnaze moqmed faqtorebSi unda gamoiyos: fasi, msyidvelunarianoba, mosaxleobis simWidrove, struqtura, tradiciebi da sxva. samarketingo gamokvlevebSi gadamWrel rols TamaSobs informaciis swori mokvleva, Segroveba da analizi. samarketingo gamokvleva gulisxmobs konkretuli problemis dasmas, mis garSemo informaciis Segrovebas, analizs da gamokvlevis Sedegebis gamoyenebas. amdenad, es aris procesi, romelic moicavs samarketingo politikis etaps konkretuli problemis dasmidan rekomendaciebis miRebamde da maT realizaciamde. samarketingo gamokvlevebis procesi moicavs rig operaciebs. (ix. nax. #4). amdenad, samarketingo gamokvlevebis procesi mimdinareobs garkveuli TanamimdevrobiT. problemis dasmis Semdgom, aucilebelia meoradi

informaciis Segroveba da sistematizacia. rac Seexeba pirvelad informacias, misi Segroveba aucilebelia mxolod im SemTxvevaSi, Tu meoradi informacia ar iZleva amomwurav monacemebs gadawyvetilebebis miRebisaTvis. meoradi informacia, es aris monacemebi, romlebic wina etapze gamoiyeneboda samarketingo gamokvlevebSi. amitom is moiTxovs sistematizacias, daxvewas, winaswardasmuli, axali problemis gadawyvetis mizniT. meorad informacias gaaCnia rigi dadebiTi mxareebi, romelTa Soris unda gamoiyos:

problemis dasma da gansazRvra

meoradi informaciis Segroveba da sistematizacia

pirveladi informaciis Segroveba da sistematizacia

informaciis analizi

rekomendaciebis gacema

miRebuli Sedegebis danergva

nax. 41 samarketingo gamokvlevebis procesi misi wyaroebi SedarebiT iafia, radganac ar moiTxovs informaciis sakuTriv firmis mier Segrovebas (dargobrivi, statistikuri monacemebi, perioduli gamocemebi da sxva). informacia SeiZleba Segrovdes SezRudul droSi, zedmeti danaxarjebis gareSe. xSir SemTxvevaSi, arsebobs informaciis ramdenime wyaro, rac iZleva monacemTa Sedarebis, dazustebis saSualebas. am dadebiTi mxareebis paralerulad, meorad informacias gaaCnia rigi naklovanebebisa: meoradi informacia aris saerTo monacemebis matarebeli, xSir SemTxvevaSi - zogadi (es aisaxeba imiT, rom Tavdapirvelad Segrovili iyo sxva miznebisaTvis). naklovanebas warmoadgens isic, rom am saxeobis informacia aris moZvelebuli (wina wlebSi Segrovili monacemebi ar asaxaven

saanalizo periods. ase, magaliTad: mosaxleobis aRwera amerikaSi 10 weliwadSi erTxel warmoebs, amitom es monacemebi garkveulwilad pirobiTia). monacemebis Segrovebis meTodologia, rogorc wesi, ucnobia, ris gamoc aucilebeli xdeba misi obieqturobis dazusteba. xSir SemTxvevaSi monacemebi SeiZleba iyos winaaRmdegobrivi, rac damatebiT moiTxovs pirveladi informaciis Segrovebas. meoradi informacia SeiZleba iyos ori saxis: Sinagani da garegani. Sinagani SeiZleba mopovebul iqnes Sidasafirmo monacemebis saxiT, garegani firmis gareT arsebul wyaroebSi. Sinagani meoradi informaciis dadgenis procesSi marketologi ecnoba ekonomikur maCveneblebs: mogebis dones, calkeuli saxeobis produqciis realizaciis maCveneblebs kooperaciul miwodebebs, maragebis raodenobas da sxva. amdenad, am momacemebis dinamikaSi Seswavla, maTi analizi da ganzogadeba, iZleva sxva Tanabar pirobebSi marketologis mier momavali warmoebisa da realizaciis saSualebas, firmis mogebis prognozis SedgenisaTvis. Tu Segrovili informacia ar iZleva imis saSualebas, rom gakeTdes sabolo daskvnebi, marketologi mimarTavs garegani informaciis Seswavlas. ukanaskneli SeiZleba iyos oficialuri da araoficialuri. oficialurebs miekuTvneba mTavrobis mier gamoqveynebuli statistikuri informacia: fasebis, valutis kursis, mosaxleobis msyidvelobiTi unarianobis da sxvaTa Sesaxeb. araoficialuri informacia SeiZleba gavrceldes sami wyaros meSveobiT esenia: perioduli gamocemebi, wignebi, monografiebi da sxva araregularuli gamocemebi. perioduli gamocemebi moicavs marketingis sxvadasxva aspeqtebs. isini gamodian da vrceldebian xelmomwerebze. wignebi, monografiebi da sxva araregularuli gamocemebi, vrceldeba sacalo wignebis vaWrobis sistemaSi da gamiznulni arian marketingis dargSi horizontis gafarToebisaken. ukanasknel periodSi, Cvens qveyanaSi Seiqmna komerciuli momsaxurebis organizaciebi, romlebic garkveul safasurad SemkveTebs, marketingis dargSi awvdian informacias. im SemTxvevaSi, Tu meoradi monacemebi sakmarisi ar aris amocanis gadasawyvetad, aucilebli xdeba pirveladi monacemebis Segroveba. pirveladi monacemebi warmoadgenen dakvirvebis momentSi miRebul informacias. pirvelad monacemebs gaaCniaT rigi dadebiTi da uaryofiTi Tvisebebi. maT principul Rirsebas warmoadgens is, rom Segrovebis meTodologia cnobilia warmoebisaTvis da mis mier kontrols qveS imyofeba: monacemebi aris advilad mosapovebelia da SesaZlebelia, dafarul iqnes konkurentebisagan; ar arsebobs winaaRmdegobani sxvadasxva wyaroebiT miRebul monacemebs Soris; maRalia maTi saimedoobis done. pirvelad monacemebs gaaCniaT uaryofiTi mxareebic. aq aRsaniSnavia: pirveladi monacemebis Segrovebam SeiZleba moiTxovos sakmaod didi dro; isini moiTxoven materialur danaxarjebs; rigi informacia SeiZleba SezRuduli iyos mopovebis TvalsazrisiT da sxva.

mas Semdeg, rac miRebulia gadawyvetileba pirveladi monacemebis Seswavlis Sesaxeb, aucilebelia gamokvlevis gegmis Sedgena. gegma unda moicavdes Semdeg sakiTxebs: vin agrovebs monacemebs? aRniSnul SemTxvevaSi sawarmoom SeiZleba damoukideblad Caataros gamokvleva, an moizidos am mizniT specializebuli organizacia. ra informacia unda iqnes Segrovili? informaciis saxeebi uSualod gamomdinareoben samarketingo amocanebidan, anu damokidebulni arian imaze, Tu samarketingo politikaSi ra sakiTxi ainteresebs sawarmos. vin an ra unda iqnes Seswavlili? aq, upirveles yovlisa, unda dazustdes dakvirvebis obieqti. analizi, rogorc wesi, dakavSirebulia an momxmarebelTan (arsebuli, potenciuri da sxva) an sawarmos muSakebTan (xelmZRvanelebi, muSebi da sxva personali) an gasaRebis wyaroebTan (sacalo da sabiTumo vaWroba, brokeruli firmebi da sxva). meore, aucilebelia, davadginoT dakvirvebis obieqtTa SerCevis wesi. aq arsebobs ori midgoma: albaTuri da determinirebuli. pirvel SemTxvevaSi dakvirvebis yvela elementi albaTurad SeirCeva. ase, magaliTad: mkvlevarebs SeuZlia SearCion yoveli 25 abonenti satelefono cnobarSi. meore SemTxvevaSi, mkvlevari irCevs dakvirvebis obieqtTa jgufs. mag: 100 kaci produqciis gasaRebis raionSi. ra meTodebiT SeiZleba Catardes dakvirveba? arsebobs pirveladi informaciis Sekrebis oTxi ZiriTadi meTodi: gamokiTxva, dakvirveba, eqsperimenti, imitacia. gamokiTxvis SemTxvevaSi xdeba mosaxleobis azris sistematuri Seswavla telefoniT an anketuri meTodebiT. gamokiTxva SeiZleba iyos araanonimuri da anonimuri. pirvel SemTxvevaSi abonentisaTvis cxadia gamokiTxvis mizani, meoreSi is misTvis ar aris cnobili. anonimuri gamokiTxva gacilebiT obieqturi informaciis miRebis saSualebas iZleva. nax. 42-ze warmodgenilia anonimuri da araanonimuri SekiTxvebi). gamokiTxvis Sedegebi SeiZleba aisaxos semantikuri diferencialSi. semantikuri diferenciali sqematurad asaxavs gamokiTxvis Sedegebs. amdenad, is iZleva saanalizo obieqtebis mkafio Sedarebis saSualebas.

araanonimuri

anonimuri

1. ratom yidulobT sportul tanisamoss? 2. ra faqtorebs iTvaliswinebT tanisamosis SeZenisas? 3. aris Tu ara TqvenTvis mniSvnelovani firmmis prestiJi sportuli tanisamosis SeZenisas? 4. CemTvis mniSvnelovania sportuli tanisamosi SeZenisas:

1. rogor fiqrobT, ratom yidulobs mosaxleoba sportul tanisamoss? 2. ra faqtorebs iTvaliswinebs mosaxleoba sportuli tanisamosis SeZenisas? 3. fiqrobs Tu ra mosaxleoba sportuli tanisamosis SeZenisas firmis prestiJze? 4. Cemi azriT, mniSvnelovania mosaxleobisaTvis sportuli tanisamosis SeZenisas: feri; modeli; firmis dasaxeleba; cveTisadmi medegoba; elastiuroba; moxerxebuloba;

feri; modeli; firmis dasaxeleba; cveTisadmi medegoba; elastiuroba; moxerxebuloba;

nax. 5. anonimuri da araanonimuri gamokiTxvis anketa semantiuri diferencialis magaliTi warmodgenilia nax. 43-ze. aRniSnul SemTxvevaSi mocemulia axali modifikaciis televizoris maxasiaTeblebi. `g~ diagramasTan urTierTSexebis wertilebi asaxaven im saSualo maCveneblebs, romlebic misaRebia samive variantisaTvis. dakvirvebis meTodi warmoadgens analitikur meTods. aRniSnul SemTxvevaSi ar xdeba mosaxleobis gamokiTxva, aramed afaseben momxmarebels gayiduli qviTrebis mixedviT, an xdeba masze dakvirveba SeniRbuli kameriTa Tu sarkiT.

Zviri -- - - - - - - - - - - - -1 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - iafi axali modifikaciis - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - konservatiuli dabalxarisxiani- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -maRalxarisxiani mimzidveli- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - aramimzidveli maRali dabali prestiJis- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - prestiJis kargad cnobili- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -ucnobi ar SeesabaSeesabameba meba fass- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - fass saimedo- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -arasaimedo remontvararemontvarargisiani- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -gisiani advilad Znelad saSovni- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - saSovni

nax. 43. feradi televizoris semantikuri diferenciali `A~ - mocemuli sawarmos marka ` B ~ - konkurentis marka ` C ~ - idealuri Sefaseba. eqsperimentis SemTxvevaSi, xdeba marketingis erT-erTi faqtoris cvla (magaliTad, reklamis, SefuTvis da sxva), sxva elementebi xelSeuxebelia. magaliTad: Tu gvinda SevafasoT saqonlis SefuTvis siswore, axali variantebi aucilebelia, gaigzavnos ramdenime maRaziaSi, sadac igive saqonlis realizacia xdeba Zveli variantiT. realizaciis maCvenebeli warmoaCens axali variantis saqonliT vaWrobis miza-nSewonilobas. eqsperimentis dadebiTi mxare aris is, rom igi adgens mizez-Sedegobriv kavSirs, misi struqtura da Catarebis aucilebloba atarebs sistematur xaisTs. uaryofiTi ki aris is, rom moiTxovs did danaxarjebs da ar iZleva marketingis yvela faqtoris gaTvaliswinebis saSualebas. imitacia aris egm-is gamoyenebaze orientirebuli meTodi, romlis ZiriTad mizans warmoadgens samarketingo warmodgena saimitacio modelis saxiT da ara realuri (konkretul) masalaze dayrdnobiT. misi mTavari uaryofiTi mxare aris is, rom igi eyrdnoba pirobiT masalas da iZleva saorientacio Sedegebs. ramdenia gamokvlevis Rirebuleba? aRniSnul SemTxvevaSi, unda gaanalizdes gamokvlevebze saerTo da konkretuli danaxarjebi. mocemul pirobebSi didi mniSvneloba gaaCnia SedarebiTi ekonomikuri efeqtianobis dadgenas. magaliTad, Tu gamokiTxvis Sedegad gatarebuli RonisZiebebis safuZvelze, SefuTvis gaumjobeseba iZleva damatebiT mogebas, maSin misi Catareba aucilebelia. am gadawyvetilebis

misaRebad ki unda Sefasdes gamokiTxvaze danaxarjebi da gadawyvetilebis miRebis Sedegad mogebis zrda. rogori iqneba informaciis Sekrebis dro? aRniSnul SemTxvevaSi, mkvlevarma operatiulad unda gansazRvros is dro, romlis ganmavlobaSi mimdinareobs Sesaswavli obieqtis gamokvleva. magaliTad: telefoniT da anketur gamokiTxvas gacilebiT naklebi dro unda, vidre dakvirvebas da eqsperiiments. sad da rodis unda Segrovdes informacia? aq mkvlevarma unda gansazRvros informaciis saxeoba (gare Tu Sida informacia) da samuSaos dawyebisa da damTavrebis dro. mas Semdeg, rac informacia Segrovilia, aucilebelia, Catardes misi analizi. Tavdapirvelad xdeba blankebis kodireba da daTvla, xolo Semdgom Seswavla. kodireba gulisxmobs yvela blankis danomrvas, xolo pasuxebi klasificirdeba. analizi xdeba pasuxebis Sefasebis safuZvelze, am mizniT gamoiyeneba statistikuri meTodebi. bolo etaps warmoadgens rekomendaciis gacema. rekomendaciaSi igulisxmeba mocemuli sawarmos samarketingo politikis Sesaxeb daskvnebi da winadadebebi. isini, rogorc wesi, werilobiTi saxiT formdeba da waredgineba administracias. XIV. 4. strategiuli dagegmva da marketingi marketingis faqtorebis kvlevis procesSi aRiniSna, rom isini SeiZleba iyos warmoebiT gansazRvruli, warmoebisagan damoukidebeli da marketingiT gansazRvruli. aRniSnuli faqtorebis koordinaciisaTvis da am safuZvelze biznesis gadawyvetilebaTa miRebis mizniT, gamoiyeneba strategiuli dagegmva. amdenad, strategiulma dagegmvam unda gasces pasuxi Semdeg ZiriTad sakiTxebs _ risTvisac aris aucilebeli cvlilebani biznesis politikaSi, vin agebs pasuxs mT realizaciaze da rogor unda ganxorcieldes es cvlilebani.59 strategiul dagegmvas marketingis sistemaSi axasiaTebs rigi Taviseburebebisa: - strategiuli dagegmva sruliad eyrdnoba samarketingo informacias; - marketingis gegma iTvaliswinebs dagegmvis grZelvadian da moklevadian Sedegebs; - strategiuli dagegmva iTvaliswinebs situaciuri analizis monacemebs; - gegmas adgenen strategiuli sameurneo qvedanayofebi. strategiul dagegmvas gaaCnia rigi upiratesobebisa, romelTa Soris aRsaniSnavia: jer erTi mis safuZvelze SesaZlebeli xdeba, ganisazRvros warmoebis moqmedebis strategia; meore is iZleva saSualebas, davadginoT warmoebis calkeuli funqciuri rgolis amocanebi samarketingo politikis dargSi, romlebic gamomdinareoben saerTo miznidan; mesame gamomdinare komkurentebis SesaZleblobebidan, strategiuli dagegmva iZleva saSualebas, ganvsazRvroT mocemuli warmoebis Zlieri da susti mxareebi; meoTxe strategiuli dagegmva iZleva saSualebas, ganisazRvos samarketingo politikis alternatiuli variantebi.

59

David W. Gerakl E. Hills, Robert B. Woodrubb. Marketing Decition Making: Concept and strategy, Revissed Edition (Hoomewood III.:Rechord D. Irwin 1980)p. 448

marketingis gegmebi SeiZleba diferencirebul iqnes ramdenime niSnis mixedviT: moqmedebis dros, moqmedebis masStabisa da SemuSavebis meTodebis mixedviT (ix. nax. 47). moqmedebis drois mixedviT, marketingis gegmebi iyofa: -moklevadian (erT wlamde); -saSualovadian (oridan xuT wlamde); -grZelvadian (xuTidan aT an TxuTmet wlamde) gegmebad. moklevadiani da saSualovadiani marketingis gegmebi imiT gansxvavdeba grZelvadianisagan, rom isini warmogvidgebian ufro detalizebulad. maTSi aisaxeba calkeul produqciaze samarketingo strategiis miznebi, amocanebi, mosalodneli Sedegebi da sxva. maSin, rodesac xangrZlivi, anu grZelvadiani gegmebi SedarebiT zogadi da prognostikuri maCveneblebis Semcvelia. moqmedebis masStabiT, marketingis gegmebi iyofa saxeobebad: - gegma ZiriTadi saxeobis produqciaze; - gegma mTlianad yvela saxeobis produqciaze. rogorc wesi, mwarmoeblebi iyeneben samarketingo gegmas yvela saxeobis produqciaze, radganac is iZleva saSualebas, ganisazRvros produqciis warmoebis misaRebi nomenklatura.

marketingis gegmebi

moqmedebis droiT

moqmedebis masStabiT

SemuSavebis droiT

moklevadiani

ZiriTadi saxeobis produqciaze

zemodan qvemoT

saSualovadiani

qvemodan zemoT

grZelvadiani

yvela saxeobis produqciaze

nax. 44. marketingis gegmebis klasifikacia marketingis gegmebis SemuSavebis procesSi gamoiyeneba ori meTodi: a) qvemodan zemoT; b)zemodan qvemoT. pirvel SemTxvevaSi, marketingis miznebi, strategia, danaxarjebi da sxva. ganisazRvreba qvemodan mowodebuli informaciis safuZvelze, anu mis ZiriTad wyaros warmoadgens gamyidvelebis, realizaciis ganyofilebis TanamSromlebis, marketingis samsaxuris mier mowodebuli monacemebi. qvemodan SemuSavebuli gegmebi aris ufro realisturi, isini dadebiTad

zemoqmedeben koleqtivis moralur-fsiqologiur klimatze (radgan koleqtivis urTierTdakavSirebuli rgolebi monawileoben maT DSemuSavebaSi). amasTan, warmoiSoba garkveuli siZneleebi am gegmebis koordinaciis procesSi. aRniSnuli saxeobis siZneleebs moklebulia gegmebi, romelTa SemuSaveba xdeba zemodan qvemoT. aRniSnul SemTxvevaSi, centralizebulad imarTeba samarketingo dagegmvis procesi, romelic emorCileba centralizebul marTvasa da koordinacias. sawarmos administracia gansazRvravs marketingis saerTo miznebsa da amocanebs, xolo funqciuri samsaxurebi reklamas, marketings. am miznebidan gamomdinare, adgenen moqmedebis strategias. strategiulma dagegmvam unda uzrunveyos marketingisa da warmoebis funqciuri samsaxurebis Sewonasworebuli moqmedeba. amis miRweva rTulia, radganac funqciuri samsaxurebis miznebi da amocanebi gansxvavdeba marketingis miznebisagan, rac xSir SemTxvevaSi iwvevs, maT Soris konfliqturi situaciis warmoSobas. ase, magaliTad: warmoebis funqciuri samsaxurebi miiswrafvian produqciis masobrivi warmoebisaken (warmoebis samsaxurebi); sawarmos stabiluri biujetisaken (safinanso samsaxuri); SezRuduli nomenklaturisaken (sakonstruqcio samsaxuri) da sxva. maSin, rodesac marketingi moiTxovs produqciis nomenklaturis mudmiv cvlas, seriulobis SezRudvas da sxva. aRniSnulidan gamomdinare, warmoebis xelmZRvanelobis mTavar mizans warmoadgens Seamciros is winaaRmdegobani, romlebic warmoiSoba samarketingo da sxva samsaxurebs Soris erToblivi gadawyvetilebebis miRebis procesSi, amis miRweva ki SeiZleba: - problemis erToblivi ganxilviTa da qvedanayofebs Soris kontaqtis gafarToebis stimulirebiT; - im kadrebis SerCeviT, romlebic aerTianeben codnas marketingsa da warmoebis sferoSi; - sxvadasxva funqciuri jgufebis SedgeniT, samarketingo politikis dargSi erTiani gadawyvetilebis miRebis mizniT. 3.3. strategiuli dagegmvis etapebi strategiuli dagegmva moicavs Svid urTierTdamakavSirebel etaps: 1. biznesSi sawarmos miznebis gansazRvra; 2) strategiuli sameurneo qvedanayofebis Seqmna; 3) marketingis miznebis dadgena; 4) situaciuri analizi; 5) marketingis strategiis gansazRvra; 6) taqtikis realizacia; 7) dakvirveba Sedegebze.

strategiuli dagegmvis logika warmodgenilia nax. 48-ze

sawarmoo miznebis gansazRvra

strategiuli sameurneo qvedanayofebis Seqmna

marketingis miznebis dadgena

situaciuri analizi

marketingis strategiis gansazRvra

taqtikis realizacia

dakvirveba Sedegebze

nax. 48. strategiuli dagegmvis logika strategiuli dagegmvis process erToblivad axorcieleben xelmZRvaneloba da samarketingo samsaxuri. ganvixiloT dagegmvis etapebi: biznesSi sawarmos amocanebis gansazRvra biznesSi sawarmos ZiriTad mizans warmoadgens iseTi saxeobis produqciis warmoeba, romelic saSualebas miscems mas, xangrZlivad daimkvidros adgili samomxmareblo bazarze. amdenad, bizneSi sawarmos miznis swor dadgenas, mis orientacias maRal samomxmareblo Tvisebebis produqciis warmoebaze arsebiTi mniSvneloba aqvs. sawarmos miznis swori gansazRvris magaliTs warmoadgens korporacia (3m). misi warmoebis ZiriTad sagans warmoadgens sawarmoo da samomxmareblo, sainformacio da eleqtronuli teqnologiebis Seqmna. amis paralerulad, is awarmoebs iseT sxavadasxva profilis produqcias, rogoricaa: videokasetebi, videomagnitofonebi, qirurgiuli tanisamosi. amdenad, firmis saqminoba moicavs ara marto teqnologiur gamokvlevebs, aramed farTo sawarmoo saqmianobasac, rac bunebrivia, qmnis karg wanamZRvrebs imisaTvis, rom man daimkvidros bazarze myari adgili ara marto mocemul momentSi, aramed momavalSic. mas Semdeg, rac dadgenilia warmoebis mizani, aucilebelia strategiuli sameurneo qvedanayofebis formireba. aRniSnuli struqturuli erTeuli gulisxmobs im qvedanayofebs an ganyofilebebs, romlebic samarketingo strategiul gegmazea mocemuli bazris farglebSi. mocemuli strategiuli erTeuli warmoadgens marketingis strategiuli gegmis realizaciis ZiriTad mamoZravebels, amitom misTvis damaxasiaTebelia: orientacia konkretulobaze, zusti miznobrivi bazari, resursebze kontroli da sakuTari strategia. strategiuli sameurneo qvedanayofebis koncefcia pirvelad SemuSavebuli iyo 1971 wels firma `makkinsis~ mier kompania `jeneral eleqtrikisaTvis~. sawarmos strategiuli

am periodSi am kompaniam sameurneo qvedanayofi.

TavisTvis

Seqmna

30-mde

strategiuli

marketingis miznebis dadgena yvela strategiulma sameurneo qvedanayofma unda daadginos samarketingo saqminobis miznebi. isini SeiZleba aisaxos, rogorc raodenobriv (realizaciis moculoba, mogebis zrdis procenti da sxva), aseve xarisxobriv (inovaciuroba, saxeoba da sxva) maxasiaTeblebSi. sawarmos, samarketingo mizani aerTianebs, rogorc raodenobriv, ise xarisxobriv maCveneblebs. gamocdileba cxadyofs, rom im sawarmoebSi, romlebic uSveben samrewvelo daniSnulebis produqcias, umTavres samarketingo miznebs Seadgens mogebis zrda, realizaciis stimulireba, optimaluri fasis dadgena, momxmareblis sagnebisaTvis ki - mogebis zrda, realizaciis stimulireba, produqciis asortimentis cvla da sxva.

situaciis analizi situaciis analizis procesSi firma gansazRvravs marketingis Sesa-leblobebs da im problemebs, romlebsac is SeiZleba waawydes samarketingo politikis dargSi. situaciuri analizi (Sinagani revizia) tardeba weliwadSi orjer da misi mizania, Seadginos erTgvari `fotografia~. firmis samarketingo saqmianobis situaciuri analizis mizania: Catarebuli samuSaoebis Sefaseba, warmatebebisa Tu warumateblobis mizezebis dadgena, momuSaveTa kompetenturobis Sefaseba da maTi saqmianobis efeqtianobis gansazRvra. analizis procesSi unda Seswavlil iqnes: sasaqonlo bazrebi; momxmareblebi; konkurentebi; gare atmosfero; marketingis miznebi da programa; programis uzrunveyofis done; saqoneli; faswarmoqmna; saqonelmimoqceva; gasaReba; reklama. bazrebis analizis procesSi unda dadgindes: romel bazarze gadis saqoneli; gasvlis moculoba; ganviTarebis prognozi. momxmareblis analizi moicavs: damokidebuleba saqonlisadmi; Sesyidvis prognozebs da mosalodnel masStabebs. konkurentebis Seswavlis procesSi _ vin aris ZiriTadi konkurenti; konkurentis formebi; konkurentis xvedriTi wili bazarze; konkurentuli brZolis meTodebi; konkurentebis ganviTarebis perspeqtivebi. gare samyaros Seswavla moicavs: mecnierebisa da teqnikis cvlis tendenciebs; ekonomikur faqtorebs; situacias qveynis politikaSi da ekonomikaSi; kanomdeblobis cvlas. marketingis miznebi moicavs: moklevadiani da grZelvadiani perspeqtivis analizs; produqciis warmoebisa da moxmarebis dabalansebas. marketingis programis kvlevis procesSi unda gairkves: firmis saerTo strategia; marketingis miznis miRwevis albaToba; miznis miRwevis saSualebaTa analizi. saqonlis analizi moicavs: misi cxovrebis ciklis Seswavlas; bazrebisa da regionebis mixedviT, konkurentunarianobas; asortimentul politikas, warmoebidan saqonlis moxsnas da mizezebis dadgenas.

faswarmoqmnis analizisas unda gaviTvaliswinoT: ramdenad asaxavs fasi warmoebis danaxarjebs; fasebis cvlilebis tendencia; reaqcia konkurentebis mier fasebis cvlaze. saqonelmimoqcevis kontroli moicavs: transportirebis sistemis analizs; sawyobebisa da sabiTumo bazrebis saqmianobis Seswavlas; saqonelmimoqcevaze danaxarjebis dadgenas. reklamis analizisaTvis unda Seiswavlon: reklamis mizani, saSualebebi; zemoqmedebis done; aqtiuroba; ukugeba. marketingis strategiis gansazRvra gulisxmobs miznobrivi bazris dakmayofilebis mizniT marketingis struqturis formirebas. marketingis struqtura orientirebuli unda iyos iseT ZiriTad elementebze, rogoricaa: produqciis dagegmva, gasaReba, moZraoba, fasi, amdenad, yvela am elementis mimarT, unda SemuSavdes individualuri strategia. marketingis strategia unda iyos maqsimalurad gasagebi. ase, magaliTad: axali produqciis strategiis dagegmva unda iTvaliswinebdes sawarmoo da droiT grafikebs, pasuxismgeblebs, produqciis moZraobis uzrunvelyofas da sxva. strategiis dadgenis procesSi sasurvelia, arsebobdes ori an meti varianti. ase, magaliTad: sawarmos produqciis bazarze xvedriTi wilis gadideba SeiZleba miRweul iqnes ramdenime gziT: reklamis intensivobis zrdiT, axali modelebis SemoRebiT, gasaRebis masStabebiT da sxva. yvela alternatiuli varianti marketologs aZlevs misi SemoqmedebiTad ganviTarebis saSualebas. strategiuli dagegmva metad rTuli procesia, amitomac ganviTarebul qveynebSi gamoiyeneba strategiuli dagegmvis mravali meTodi. ganvixiloT zogierTi maTgani: saqoneli bazris matricis Sedgena: aRniSnuli saxeobis matrica gulisxmobs produqciis gasaRebis zrdis mizniT oTxi ZiriTadi amocanis gadawyvetas: bazarze SeRwevas, bazris ganviTarebas, saqonlis SemuSavebas da diversifikacias (nax. 8).

bazari saqoneli Zvel bazarze SeRweva saqonlis SemuSaveba axali bazris ganviTareba diversifikacia

nax. 8. saqoneli/bazris matrica bazarze SeRweva aris efeqtiani im SemTxvevaSi, rodesac bazari izrdeba an ar aris dasaqonelebuli. aRniSnuli saxeobis bazarze SeRweva iZleva produqciis farTo gasaRebis, firmis damkvidrebis, axal momxmarebelTa SeZenis saSualebas. bazris ganviTarebis kritika gamarTlebulia im SemTxvevaSi, Tu firma cdilobs, gazardos produqciis warmoeba. amdenad, rac ufro farToa bazris CarCoebi, miT ufro didia realizaciis SesaZleblobani. saqonlis SemuSavebis strategia gamoiyeneba maSin, rodesac firmam ukve daimkvidra adgili bazarze, kargad aris cnobili misi safirmo niSani da amdenad, am niSniT SeiZleba iyos realizebuli nebismieri saxeobis axali saqoneli. diversifikaciis strategia gulisxmobs, rom firma aqtiurad amuSavebs produqciis axal modifikaciebs axali bazrebis dasapyrobad. aRniSnul SemTxvevaSi produqciis gasaRebis, ganawilebis, winsvlis strategia mTlianad unda ganaxldes. sayuradReboa `boston konsalting grup~-is60 mier Sedgenili migracia, romelic kompaniebs aZlevs saSualebas, moaxdinon misi produqciis klasifikacia bazarze mdgomareobis mixedviT.
60

.. , . . . . 1990, . 57.

axali

Zveli

matrica moicavs oTxi jgufis produqcias, TiToeuls aqvs gansazRvruli pirobiTi mikuTvneba: esenia: `varskvlavi~, `mewveli Zroxa~, `Znelad aRsazrdeli bavSvi~, `ZaRlebi~. amdenad, produqcia unda miekuTvnos erTerT jgufs, ris mixedviTaac ganisazRvreba strategia bazarze. `varskvlavi~ - am jgufSi Sedis is produqcia, romelic bazarze kargad damkvidrda. igi gvevlineba erTgvari lideris rolSi. axasiaTebs maRali xvedriTi wili. aRniSnulidan gamomdinare strategiul mizans warmoadgens SenarCunebul iqnes bazarze produqciis mdgomareoba. `varskvlavis~ tipis produqcia iZleva mniSvnelovan mogebas, amasTan, moiTxovs arsebiT danaxarjebs. produqciis mdgomareobis SenarCuneba SesaZlebelia fasebis daweviT, reklamis moculobis zrdiT da sxva. RoniZiebebis gatarebiT. `mewveli Zroxa~ - am jgufSi Sedis produqcia, romelic maRali xvedriTi wiliT xasiaTdeba bazarze, gasaReba SefardebiT stabiluria, ris gamoc xasiaTdeba mogebiT. firmis samarketingo strategia igeba reklamaze, periodulad fasebis dawevaze, gasaRebis wyaroebis SenarCunebaze. `Znelad aRsazrdeli bavSvi~ - xasiaTdeba bazarze zemoqmedebis dabali doniT, dabali xvedriTi wiliT, gasaRebis sferoSi wamyvani adgili uWiravs konkurentebs. aRniSnulidan gamomdinare, bazris SenarCunebisaTvis, an misi gafarToebisaTvis aucilebelia safuZvliani kapitaldabandebani. kompaniam unda miiRos gadawyvetileba am kapitaldabandebaTa mizanSewonilobis Sesaxeb. unda dazustdes gaafarTovos Tu ara man produqciis winsvlis danaxarjebi, gasaRebis wyaroebi, daiwios fasebi, Tu saerTod, datovos bazari. amdenad, strategia damokidebulia imaze, Tu ramdenad gamarTlebulia mocemuli saxeobis danaxarjebi. `ZaRli~ - produqcia xasiaTdeba gasaRebis dabali doniT, mocemuli saxeobis produqcia ar aris popularuli, mniSvnelovnad CamorCeba konkurentebs, misTvis damaxasiaTebelia didi danaxarjebi. aRniSnul SemTxvevaSi kompania unda Seecados an gavides specializebul bazarze an saerTod, datovos igi. zemoT aRniSnuli meTodebi warmoadgenen strategiuli dagegmvis erT-erT nawils da ara mTlianad strategiuli dagegmvis process. taqtika warmoadgens marketingis strategiis realizaciis mizniT ganxorcielebul konkretul moqmedebas. is ori ZiriTadi momenti taqtikur svlaSi, romelic gansazRvravs samarketingo saqmianobas, aris: kapitaldabandebani da samarketingo moqmedebis ganxorcielebis dro. danaxarjebi SeiZleba warmoebul iqnes: SekveTebis damuSavebisaTvis da maTi miRebisaTvis. SekveTebis miRebis danaxarjebSi Sedis: reklamis, propagandis saSualebebze danaxarjebi. am danaxarjebze bevrad aris damokidebuli mogebis zrda, samarketingo saqmianobis efeqtianobis amaRleba. taqtikis meore mniSvnelovani momenti aris samarketingo operaciebis Tanamimdevrobis dadgena droSi. aq unda sworad ganisazRvos: rodis unda iqnes Seyvanili saqoneli bazarze; rodis aris bazari amisaTvis mzad; rogoria am dros konkurentebis strategia da sxva. amdenad, samarketingo SesaZleblobani SezRudulia droSi da amitom kompaniis moqmedebis strategia aucileblad unda iTvaliswinebdes am Taviseburebas. Sedegebze dakvirveba moicavs strategiuli dagegmvis faqtiuri da sagegmo Sedegebis Sedarebas. Tu faqtiuri monacemebi gansxvavdeba sagegmosagan, unda iqnes miRebuli saWiro zomebi samarketingo politikis

im sferoebSi, romelic gansazRvravs am CamorCenas. strategiuli dagegmvis procesSi gansakuTrebuli efeqtianobiT xasiaTdeba am kompaniebis moqmedeba, romlebic winaswar gansazRvraven Tu sad, gegmis romel nawilSi aris mosalodneli garRveva da winaswar adgenen kontrzomebs am siZneleebis dasaZlevad.

XIV. 5. marketingi msoflio bazarze saerTaSoriso marketingi aris marketingis gansakuTrebuli sfero, romlis formebi da masStabebi gacilebiT rTulia, vidre misi organizacia mikroekonomikur doneze. nebismieri sawarmo, romelic eweva bizness, saboloo jamSi, orientacias iRebs sagareo bazarze, produqciis gasaReaze sazRvargareT, rac met Zalisxmevas moiTxovs, vidre am procesebis organizacia qveynis SigniT. saerTaSoriso marketings iseve, rogorc bizness gaaCnia Tavisi specifika da Taviseburebani. igi xasiaTdeba ufro rTuli organizaciuli sqemebiT. imisaTvis, rom gaviazroT es Taviseburebani, ganvixiloT konkretuli magaliTi, 1884 wels poloneli emigrantis mier inglisSi organizebuli savaWro sawarmoo `marqs end spenseri~ da misi samarketingo problemebi. [75,c.585]. am firmis londonis univermaRi `marbl arC-i~ Setanilia ginesis rekordebis wignSi, rogorc maRazia, romelsac gaaCnia maqsimaluri amonagebi farTis erT kvadratul metrze. unda aRiniSnos, rom daarsebis dRidan firmis vaWrobis filosofia ar Secvlila misi ZiriTadi savaWro segmenti iyo da aris iaffasiani teqstiluri nawarmi, romelic imdenad popularulia did britaneTSi, rom firma TiTqmis ar xarjavs reklamaze. misi warmatebis sawindari iyo da aris tradicia, romelic Camoyalibda safirmo maRaziebSi es aris orientacia didi britaneTis mosaxleobis erovnul grZnobebze. firmis siamayis sagani aris is, rom misi saqonlis 90% damzadebulia britaneTis kompaniis mier. didi britaneTis evropis sabWoSi Sesvlis Semdeg mas saSualeba mieca gaetana Tavisi saqoneli sazRvargareT. amis karg SesaZleblobas iZleoda sabWoSi gaerTianebuli qveynebis xelSekruleba saxelmwifos baJis gareSe vaWrobis Sesaxeb. TiTqmis 18 Tve dasWirdaT mis specialistebs imisaTvis, rom SeeqmnaT maRaziaTa qseli parizsa da briuselSi, amasTan, firmis winaSe dadga axali rigis problemebi. ase, magaliTad: specialistTa daskvnebSi mieTiTa, rom frangi qalebi atareben samoss, romelic erTi zomis ufro mcires STabeWdilebas qmnis, vidre ingliselebis. frangebi upiratesobas aniWeben ufro grZel qvedakabas, vidre ingliselebi. frangi qalebis yoveldRiur cxovrebaSi dominirebda Sarvali. yvela zemoT CamoTvlili Tavisebureba qmnida damatebiT siZneleebs momarageba-gasaRebis saqmeSi. amitomac iyo, rom firmis gamoCena frangul bazarze sawyis periodSi warumateblad aRmoCnda, radgan orientacia aRebuli iyo mis popularobaze inglisSi, ris gamoc praqtikulad ar Catarebula farTo sareklamo kompania. am winaaRmdegobaTa daZlevis Semdgom, SesaZlebeli gaxda gasaRebis zrda da mogebis gadideba. arc is aris gasakviri, rom firmis maRaziebis pirveli klientebi safrangeTsa da belgiaSi aRmoCndnen am qveynebSi mcxovrebi is ingliselebi, romelTac ufro patriotuli grZnobebi amoZravebdaT, vidre sagnebis SeZenis survili.

kanadis bazris aTvisebis procesSi firma iRebda orientacias imaze, rom is ufro axlos aris inglisTan, vidre evropuli. amasTan, kanadaSi vaWrobis stili aRmoCnda gansxvavebuli. kanadelebs ar uyvarT feradi tanisamosi da aseTive reklama, maTi maRaziebi gamoirCeva mdidari interieriT. am faqtorebis gaTvaliswinebiT, firmam ukve 1979 wels miiRo umniSvnelo mogeba. aqedan gamomdinare `marks end spenserma~ gaakeTa daskvna inglisuri vaWrobis stilis brma gadatanis miuReblobis Sesaxeb amerikul bazarze. mogvianebiT, 1988 wels firma gavida aSS-s bazarze da Seisyida 16sarTuliani savaWro centri `kingzi~, niu-jersis centrSi, sadac man mniSvnelovnad Sekveca vaWrobis organizaciis masStabebi, Seamcira momuSave Stati, Secvala vitrinaJi, daiwyo eqvskviriani gayidvebi erTkvirianis nacvlad. amis gamo realizaciis donem aiwia. zemoT moyvanili magaliTi aRwers im samarketingo problemis nawils, romelic SeiZleba gaCndes saerTaSoriso biznesSi. miuxedavad imisa, rom gansaxilveli firmis gasvlas saerTaSoriso doneze win uZRoda siRrmiseuli gamokvlevebi, is mainc waawyda sirTuleebs bazris aTvisebis procesSi. aqedan gamomdinare, marketingis saerTo principebs ar gaaCniaT specifika saerTaSoriso arenaze. sagareo bazrebis gansxvavebas mivyavarT iqamde, rom specialistebi jerovnad ver afaseben maT seriozulobas. `marqs end spenserma~ sagareo bazarze ver gaiTvaliswina iseTi faqtorebi rogoricaa: bazris segmenti, saqonlis asortimentis SerCeva, reklamis kompaniis aucilebloba, gasaRebis specifika da sxva. sazRvargareTis bazris potencialis winaswari analizis mniSvnelobaze zemoT iTqva. amasTan, iyo warmodgenili analizis meTodebi. meTodSi Cven vgulisxmobT im instruments, romelic mogvcems samomxmareblo bazris swori SerCevis saSualebas. analizi unda daiwyos qveynis Sida bazris saerTo potenciis gansazRviT. am mizniT gamoiyeneba mravali meTodi. ukanaskneli gamoiyeneba nacionalur ekonomikur dagegmvaSi resursebis im raodenobis gansazRvrisaTvis, romelTac dargebi xarjaven produqciis gamoSvebaze. aRniSnuli sqema misaRebia dargebis urTierTdamokidebulebis gansazRvrisTvisac. matricas gaaCnia Wadrakuli balansis saxe, sadac warmodgenilia vertikalurad is dargebi, romlebic awarmoeben nedleuls, xolo horizontalurad, romlebic moixmaren mas. ase, magaliTad: liTonis warmoeba ganixileba, rogorc safuZveli: saavtomobilo warmoebisaTvis, saxelmwifo momarebisaTvis, sazRvragareT eqsportisaTvis da sxva. mTel rig qveynebSi calkeuli saxeobis produqciaze aseTi tipis balansebi qveyndeba specialur presaSi. Tu SevadarebT maT ekonomikur prognozebs, warmoebis cvlilebebis gegmas konkretul dargSi, SesaZlebeli gaxdeba davadginoT mocuemuli tipis produqciisTvis gasaRebis moculoba. amasTan, unda aRiniSnos, rom am meTods gaaCnia naklovani mxareebic: 1) mTeli rigi qveynebisaTvis aseTi monacemebi aris arazusti, daaxloebiTi: 2) sakamaToa isic, rom am cxrilSi warmodgenil resursebsa da dargebs Soris damokidebulebis dinamika iyos obieqturi: 3) cxrilebi, rogorc wesi, dgeba ramdenime wliT ufro adre, vidre qveyndeba. meore etapze aucilebelia, SeviswavloT realizaciis moculobis SesaZleblobebi gare bazarze (SesaZlebel, potenciur qveynebSi). gasaRebis moculoba erT konkretul qveyanaSi SeiZleba damokidebuli iyos imave pirobebze, razec sxva qveyanaSi. magaliTad: 1970-1990 wlebSi iaponiaSi Saqarsa da xorcze moTxovnilebis zrda damokidebuli iyo mosaxleobis realuri

Semosavlebis gadidebaze. amdenad, aucilebelia Segrovdes monacemebi produqciis gasaRebis saorientacio qveynebSi, erToblivi sazogadoebrivi produqciis xvedriTi wilis Sesaxeb erT sul mosaxleze. meore etapze mizanSewonilia, ganisazRvros wrfivi damokidebuleba qveynis mixedviT moTxovnis zrdasa da mosaxleobis Semosavlebs Soris. Cvens konkretul SemTxvevaSi SeiZleba aigos Semdegi tipis diagrama.

diagrama 1. erToblivi sazogadoebrivi produqtis da Saqris moxmareba msoflio qveynebSi

Saqris moxmareba 1 sul mosaxleze, kg

60 50
brazilia aSS

40 3 0 0 0 0 2 1

0 0

50 00

10 00

15 00

20 00

30 00

35 00

40 0

450

am meTodis gamoyeneba saSualebas iZleva, ganisazRvos mocemuli saxeobis produqciis mimarT moTxovnasa da erTobliv sazogadoebriv produqts Soris sakmaod mdgradi damokidebuleba. amasTan, rigi qveynebisaTvis es monacemebic pirobiTia, radgan moxmarebaze mosaxleobis msyidvelobiTi unarianobis garda, zemoqmedebs sxva faqtorebic. SveicariaSi avtomobilebze moTxovna ufro dabalia, vidre mosaxleobis msyidvelobiTi unarianoba. es ganpirobebulia qalaqebis infrastruqturisa da Sidasaqalaqo transportis ganviTarebis maRali doniT. meore problema aris gansxvavebuli meTodis statikuroba. praqtikaze fasebis cvla iwvevs moxmarebis struqturis cvlas. amasTan, Cven SemTxvevaSi aRebulia konkretuli saanalizo periodi aris ara drois is intervali, romelzec viRebT produqciis gasaRebaze orientacias. metadre sasargebloa gasaRebis prognozireba droiTi mwkrivis safuZvelze. msoflios qveynebSi konkretuli saxeobis produqciis gasaReba drois intervalSi xasiaTdeba garkveuli tendenciiT. Tu gagvaCnia drois intervalisaTvis mocemuli saxeobis produqciis gasaRebis monacemebi konkretuli qveynebisaTvis, SegviZlia, avagoT moTxovnis cvlilebis grafiki.

grafiki 1. 1930-2000 wlebSi aSS-i erT sul mosaxleze Saqris moxmarebis tendencia moxmareba funtebSi
11 105 100 95 90 85 80 75 70 65 60

Tu movaxdenT am da wina grafikebis kombinirebul analizss, mogvecema saSualeba, ganvsazRvroT moTxovnilebis cvlis tendencia mocemuli saxeobis produqciaze calkeuli qveynebis mixedvT. moTxovnis prognozirebis sakmaod gavrcelebul saSualebas warmoadgens ukanasknelis elastiurobis gansazRvra, anu moTxovnis procentis Tanafardobis dadgena Semosavlis procentis mimarTebaSi, dadgenili saxeobis produqciaze fiqsirebuli drois intervalSi. Tu mocemuli maCvenebeli aRemateba erTs, maSin moTxovna produqciaze elastiuria. am SemTxvevaSi SesaZlebelia, gavzardoT gasaRebis procenti, romelic ufro maRalia, vidre mosaxleobis realuri Semosavlis zrda. Tu es maCvenebeli naklebia erTze, moTxovna araelastiuria, anu SesaZlebelia SevamciroT gasaRebis procenti, romelic ufro dabalia mosaxleobis realuri Semosavlis zrdis procentze. ase, magaliTad, Tu elastiurobis maCvenebeli 1,5 tolia, es niSnavs, rom mosaxleobis Semosavlis 1 procentT cvla gamoiwvevs konkretuli saxeobis produqciaze moTxovnis 1,5 procentis cvlilebas. amasTan, meTodsac axlavs bevri pirobiToba. ase, magaliTad: amerikelebi xarjaven TavianTi Semosavlis nakleb procents kvebis produqtebis SesaZenad, vidre samxreT koreelebi, magram es srulebiT ar niSnavs imas, rom maT ar gaaCniaT Tanabari moTxovnebi kvebis produqciaze. yovelive es gamomdinareobs saojaxo biujetis danawilebis am qveynebSi miRebuli sistemebidan, ris gamoc amerikelebi met Tanxebs xarjaven sxva sagnebze. igivea italiaSi, sadac xilisa da bostneulis moxmarebis done gacilebiT maRalia, vidre norvegiaSi, magram saSualo norvegielis cxovrebis done gacilebiT aRemateba saSualo italielisas.

moTxovnis Seswavlis TvalsazrisiT, metad efeqtiania regresuli analizis meTodis gamoyeneba. am meTodis mecnieruli gaSuqeba sakmaod farTod aris warmodgenili specializebul literaturaSi. Tu Cven ganvsazRvravT am damokidebulebas, romelic arsebobs moTxovnasa da masze zemoqmed faqtorebs Soris, SeiZleba aigos regresia, maxasiaTebeli im dokumentebisa, romelic or Sesaswavl movlenas Soris arsebobs ani davadginoT dinamikaSi ra Sedegebamde migviyvans maTi cvla. moTxovnis analizis Semdgom aucilebelia SeviswavloT Cven xelT arsebuli rezervebi. zemoT aRwerili meTodebi gviqmnian warmodgenas bazris arsebul potencialze. aseTi saerTo Sefasebis procesSi kompaniam aucilebelia, gansazRvros Tavis strategia konkretuli bazris mimarT, anu SevafasoT kompaniis tvirTbrunvis gadidebis an Semcirebis SesaZleblobani konkretul bazarze, rac iZleva ukanasknelis masStabebis gafarToebis an piriqiT, Semcirebis SesaZleblobas. yovel qveyanas konkretuli produqciis gasaRebis TvalsazrisiT, gaaCnia Taviseburebani. aucilebeli xdeba qveynisaTvis marketingis indi-vidualuri programis SemuSaveba. magaliTad: Sokoladis mwarmoebeli kompania `nestle~ waawyda seriozul siZneleebs produqciis realizaciisas amerikaSi, rac ganpirobebuli iyo imiT, rom amerikelebi did yuradRebas uTmoben kvebis produqtebis kaloriulobas da adamianis janmrTelobaze mis zemoqmedebas. miuxedavad amisa, mcire droSi Catarda energiuli sareklamo kompania, sadac aqcenti gadatanili iyo Sokoladze, rogorc sportsmenebisaTvis saimedo energomatarebelze. samxreTis qveynebs kompaniam SesTavaza Znelad lRobadi Sokoladis ramdenime saxeoba. iaponiaSi, sadac samomxmareblo bazari sakmaod sruli aRmoCnda. kompania iZulebuli gaxda SeeZina erToblivi sawarmoo namcxvrebis mwarmoebel iaponur firma `kit-ket-Tan~, romelic am qveyanaSi maRali reitingiT xasiaTdeboda. [134,c.14]. zemoT moyvanili magaliTebi, naTlad metyvelebs imaze, rom yvela qveyanas misi nacionaluri Tu geografiuli strategia axlavs. mas Semdeg, rac dadgenilia bazrebis SesaZleblobani da Taviseburebani, aucilebelia, konkretuli firmisaTvis ganisazRvros samarketingo politika produqciis warmoebis sferoSi, romlis ZiriTadi principebi SeiZleba diferencirebuli iqnes Semdegnairad: 1) samomxmareblo bazarze gaiyideba is, rasac vawarmoebT; 2) vawarmoebT imas, ris realizaciasac vaxdenT; 3) sazRvargareTis momxmareblis moTxovnaTa Sesabamisad, vaxdenT Cven mier warmoebuli produqciis modifikacias. es CamonaTvali iZleva SesaZleblobas, rom sworad SeirCes gasaRebis bazari da produqcia. ganvixiloT pirveli principi _ `vyidiT imas, rasac vawarmoebT~ sazRvargareTi mravali firma produqciis realizacias awarmoebs sakmaod pasiurad. es ganpirobebulia, upirvels yovlisa, informaciis simciriT da misi damuSavebis dabali doniT. informacia moipoveba mravali arxiT, iseTebiT, rogoricaa: profesiul JurnalebSi moTavsebuli produqciis nimuSebi, arsebuli qveynis reklama, sazRvargareTidan Camotanili nimuSebis demonstrireba, da sxva. am procesSi gamoiyeneba firmis specialuri agentebi, romlebic awarmoeben mocemul bazarze `momavlis~ produqciis analogebis moZiebas. rogorc wesi, firma cdilobs SeinarCunos Sinagan bazarze arsebuli moZvelebuli produqcia an gamoaaSkaravos informacia produqciis sxva qveynebSi arsebuli analogebis Sesaxeb, rac Sedis mis strategiul interesebSi.

aseT SemTxvevaSi, firmam SeiZleba gazardos im, produqciis warmoeba, romelic SesaZlebelia gafarTovdes qveynis Sida bazarze an ganixilos sazRvargareTis bazrebis im segmentebis aRmoCenis sakiTxi, romelic iZleva analogiuri produqciis im efeqturi realizaciis saSualebas, amis kargi magaliTia amerikaSi `burbanos~ (simindis viskis) realizacia. is mciredi firmebi, romlebic moqmedeben ganviTarebul qveynebSi, xSirad gaurbian am qveynebis bazarze adaptirebul produqciis modernizacias, radgan es damatebiT xarjebTan aris dakavSirebuli. ase, magaliTad: amerikis eleqtromowyobilobis warmoebaSi gamoiyeneba dsT-s qveynebisaTvis misaRebi denis Zabva, miuxedavad amisa, es produqcia warmatebiT ganicdis realizacias am qveynebSi, xolo momxmareblis winaSe dgeba modernizaciis sakiTxi. produqciis standartizacia sasargeblod SeiZleba CaiTvalos firmisaTvis imis miuxedavad, warmoadgens is eqsportiors, Tu gaaCnia sazRvargareT sakuTari sawarmoo baza rogorc wesi, standartizacia xorcieldeba sakuTari qveynis bazarze gamocdilebis miRebis safuZvelze, ramdenadac es gamocdileba (danaxarjebi produqciis warmoebaze, reklama, bazarze gatana) am teritoriebze ukve aprobirebulia. amasTan, unda aRiniSnos, rom arsebobs gamocdilebis iseTi analogiebic, rodesac firmam, SesaZlebelia, produqciis standartizacia daiwyo sazRvargareTis sawarmoo bazidan. amis kargi magaliTia firma `marsis~ mier warmoebuli katebis sakvebi `viskasi~, romlis warmoeba am firmam ara amerikaSi, aramed sazRvargareT daiwyo da Semdgom gaavrcela msoflioSi. meore principia _ `vawarmoebT imas, rasac vyidiT~. zemoT ganxorcielebuli principis mimdevar firmebSi, rogorc wesi, menejerebi svamen kiTxvas: `saWiroa ki produqciis nawilis realizacia sazRvargareT~ an `romel qveynebSi SegviZlia gavitanoT sakuTari produqcia~ amdenad, aq produqcia ganixileba,rogorc konstanta, xolo qveynebi, rogorc cvladi sidideebi. Cven vecdebiT ganvixiloT is SemTxvevac, rodesac konstantad aRebulia qveyana, xolo cvlad sidided gvevlineba produqcia, anu ismeba kiTxva imis Sesaxeb, Tu risi gayidva SegviZlia mocemul qveyanaSi. rig SemTxvevaSi, mocemuli qveynis bazarze firmebi cdiloben gasvlas ukanasknelis bazris moculobis (Tavisi xvedriTi wilis zrdis) SesaZleblobebis gaTvaliswinebiT. garda aRniSnulisa, firmis sagareo bazarze gasvla SesaZlebelia, ganpirobebuli iyos qveynis SigniT arsebuli arastabiluri mdgomareobiTac. ase, magaliTad: germanuli firma `xenkeli~ wlebis ganmavlobaSi axdenda Tavisi kapitalis dabandebas amerikis sxvadasxva daregebSi, imis gamo, rom am periodSi germaniis ekonomika stagnaciis pirobebSi imyofeboda. [212,p.11]. momxmareblis moTxovnaTa: esoden sruli gaTvaliswineba ar niSnavs imas, rom firma uars ambobs standartizaciaze. piriqiT mas SeuZlia, ganaxorcielos msoflios bazarebis gamokvlevebi im mizniT, rom moaxdinos sakuTari produqciis adaptacia konkretuli segmentis farglebSi. amis naTeli magaliTia firma `kenonis~ mier Seqmnili ocdaTxuTmetmilimetriani fotoobieqtivi. imis nacvlad, rom am firmas gaetana es produqcia msoflio bazarze, man is piriqiT, miusadaga ama Tu im bazris segmentebs, anu moaxdina modifikacia. mesame principis Tanaxmad, firma irCevs strategias, romelic orientirebulia myidvelebze. Tu man ar miesadaga Tavisi produqciis standartebi msoflio bazris moTxovnebs, rac miiReba produqciis modifikaciiT,

SesaZlebelia daeces gasaReba, miTumetes, Tu arsebobs iseTi konkurentebi, romlebic xSirad iyeneben ganaxlebuli produqciis bazarze gatanis meqanizms. modifikaciaSi Cven vgulisxmobT erTgvarovani produqciis Tanmimdevrul gamoSvebas. magaliTad, warmoeba, romelic uSvebs eleqtronul sabeWd manqanas, Tanmimdevrulad SesaZlebelia gadavides meqanikur an kompiuterul sabeWd mowyobilobaze. rasakvirvelia, aRniSnul SemTxvevaSi mas gauWirdeba sabuRavis gamoSvebaze gadasvla, radgan ukanaskneli ar Sedis mocemuli firmis kompetenciaSi. produqciis modifikacia aris urTulesi procesi, romelic teqnikuri siaxleebis codnasTan erTad maTze moqmedi msoflio faqtorebis gaTvaliswinebasac gulisxmobs. am faqtorebSi aucilebelia, gaviTv-liwinoT iseTebi, rogoricaa: qeynebis samarTlebrivi, kulturuli, ekonomikuri da sxva Taviseburebani. ganvixiloT TiToeuli maTganis zemoqmedeba produqciis modifikaciaze. samarTlebrivi faqtori aris yvelaze mniSvnelovani, romelic garkveul moTxovnebs uyenebs mwarmoeblebs. calkeul qveynebSi produqciis standartebisadmi wayenebuli moTxovnebi icvleba did diapazonSi. amasTan, yvela isini orientirebulia am qveynebis mosaxleobis dacvaze. magaliTad: aSS-Si Setanili produqtebi unda Sesabamebodes ekologiurad sufTa standartebs, an avtomobilebis gamonabolqvi unda pasuxobdes am qveynebSi dadgenil normebs. amdenad, firma ver SeaRwevs am bazarze, vidre ar daakmayofilebs misi standartis moTxovnebs. rodesac samarTlebrivi normebi ama Tu im qveyanaSi gacilebiT ufro dabalia vidre mwarmoebelSi, firmebi, rogorc wesi, ar ewevian produqciis modifikacias. amasTan, maT ar SeuZliaT angariSi ar gauwion im garemoebas, rom am bazarze SeiZleba SeaRwios maRali xarisxis produqciamac, romelic daipyrobs bazris mniSvnelovan segments. modifikaciis sawinaaRmdego faqtorad SeiZleba CaiTvalos qveyanaSi miRebuli sakanonmdeblo normebi, romlebic pirdapir iribad zRudaven ucxouri produqciis Sesvlas misi samomxmareblo Sida bazris dacvis mizniT. calkeul qveyanaSi am mizeziT rTuli an SeuZlebeli xdeba produqciis SeRweva. momxmareblis qcevis dinamika rTulia, amitomac Znelia, gavceT pasuxi kiTxvas: iqneba Tu ara dadebiTad miRebuli esa Tu is produqti sazRvargareTis bazarze? am kiTxvaze pasuxis gacema SesaZlebelia mxolod im SemTxvevaSi, Tu kargad aris Seswavlili mosaxleobis kulturul TaviseburebaTa dinamika. rogorc praqtika cxadyofs, sxvadasxva qveyanaSi firmis marketinguli startegia icvleba am qveynis erovnulkulturul TaviseburebaTa gaTvaliswinebiT. magaliTad: ame-rikuli firma makdonaldsis vaWrobis stili misaRebi aRmoCnda iaponelebisaTvis, radgan igi uaxlovdeba amerikul standartebs, maSin, rodesac kanadaSi firma iZulebuli gaxda misi kerZo tradiciul racionSi Seetana xaWo, rac xalxisaTvisaa, misaRebi. cnobilma dasavleTis kosmetikurma firmebma aiTvises iaponuri bazris mcire segmenti, rac ganpirobebuli iyo am qveyanaSi arsebuli tradiciiT. iaponelebis umetesoba TiTqmis ar iyenebs sunamoebs, malamoebs da sxva kosmetikur saSualebebs. produqciis modifikaciaze didi zegavlenas axdens ekonomikuri faqtorebi. im qveynebSi, sadac mosaxleobis msyidvelobiTi unarianoba dabalia, mizanSewonilia iaffasiani produqciis gasaReba. ukanaskneli qmnis problemas saqonlis dafasoebis sferoSic. magaliTad, Tu maRali msyidvelobiTi unaris mqone qveyanaSi sigareti iyideba blokebad dafasoebuli, dabalganviTarebulSi mizanSewonilia misi realizacia calobiT.

aucilebelia, gaviTvaliwinoT produqciis sicocxlis cikli mocemul bazarze. firmas unda gaaCndes imis unari da SesaZlebloba, rom moaxdinos bazrebis gadajgufeba produqciis sicocxlis ciklis mixedviT. ase, magaliTad: radiotelefonebis mwarmoebeli firma `eriqsoni~, rodesac realurad waawyda produqciis gasaRebis problemebs ganviTarebul qveynebSi, daiwyo sagrZnobi mogeba miiRo. analogiuri situacia Seiqmna firma `metel~-Tan dakavSirebiT. ukanasknelis mier warmoebuli saTamaSoebis sicocxlis cikli ufro xangrZlivi aRmoCnda germaniaSi, vidre amerikaSi. XIV.6. faswarmoqmna da produqciis winsvla saerTaSoriso marketingSi saerTaSoriso marketingSi didi mniSvneloba eniWeba fasis optimaluri zRvaris dadgenas, radgan igi uzrunvelyofs kvlavwarmoebis im obieqturi pirobebis Seqmnas, romelic firmebis warmoebis gagrZelebisa da sagareo bazarze konkurentunarianobis SenarCunebis sawindaria. fasi TavisTavad unda iyos im doneze, rom uzrunvelyos im resursebis mizidva, romelTa safuZvelze warmoeba inarCunebs sicocxlisunarianobas. faswarmoqmna saerTaSoriso bazarze gacilebiT rTulia, vidre erovnulze, Semdegi mizezebis gamo: 1) sxvadasxva qveyanaSi gansxvavebulia saxelmwifo regulirebis done faswarmoqmnis procesSi; 2) saxelmwifoebSi gansxvavebulia samomxmareblo bazari; 3) produqciis eqsporti xels uwyobs fasebis zrdas; 4) qveynis mixedviT, gansxvavebulia fiqsirebuli da cvladi fasebis dadgenis meTodologia; 5) konkurenciuli brZolis strategiuli politika gansxvavdeba qveynis mixedviT. ganvixiloT pirveli mizezi. yvela qveyanaSi arsebobs sakanonmdeblo aqtebi miRebuli Sesabamisi organoebis mier, romlebic avaldebuleben mewarmeebs, ixelmZRvanelon faswarmoqmnis saerTo prioncipebiT mocemul bazarze. yovelive es mniSvnelovnad zRudavs eqsportior sawarmoTa dadgenil samarketingo strategiis SesaZleblobebs. mocemul qveyanaSi fasebis saxelmwifo regulireba gulisxmobs maTi minimaluri da maqsimaluri zRvris dadgenas. saxelmwifo ewinaaRmdegeba, rogorc fasebis xelovnuri dacemis, aseve zrdis politikas, radgan fasis xelovnuri dadablebis mizani aris konkurenciis Sesusteba da bazarze monopolisturi adgilis dakaveba. amis saukeTeso magaliTia, germaniaSi miRebuli kanoni `usamarTlo konkurenciis Sesaxeb~, romliTac ikrZaleba SeRavaTebis gaweva im pirebisaTvis, romlebic saqonels iZenen didi partiebiT, an produqciis sareklamo miznis momxmareblisaTvis ufaso gadacema. rigi qveynebisa, produqciis CamonaTvalze piriqiT awesebs fasebis maqcimalur zRvars. aseT bazarze, sawarmoo danaxarjebi izrdeba, xolo mogebis norma mcirdeba, rac SeiZleba aRmoCndes sazaralo mocemuli tipis sawarmosaTvis. ase, magaliTad: 1988 wels firma `proeqter end gembl-ma~ miiRo sagrZnobi zarali venesuelaSi fasebis regulirebis politikis gamo. am qveyanaSi fosfatze dawesebulma fiqsirebulma fasebma ar misca am firmas reabilitaciis regulirebis saSualeba. fasebis regulirebis sxva saxeobas warmoadgens SezRudvebi importze. tarifebisa da vaWrobis saerTaSoriso generaluri SeTanxmeba krZalavs fasebis dadgenas im zRvarze dabla, vidre miRebulia qveyana-eqsportioris samomxmareblo bazarze. aris SemTxvevebi, rodesac firmas aqvs

SesaZlebloba, sazRvargareT gaasaRos Tavis produqcia ufro dabal fasSi, vidre qveynis SigniT. amis mravali mizezi SeiZleba arsebobdes. erT-erTi maTgania sakuTari warmoebis produqciis gasaRebis SesaZleblobebis Seswavla sazRvargareT. vTqvaT, produqciis eqsporti mocemul qveyanaSi sakmaod Zviri jdeba. amasTan, mocemuli tipis warmoebis organizacia saeqsporto qveyanaSi gacilebiT iafia, radgan nedleulis sabaJo gadasaxadi gacilebiT naklebia. garda amisa, nedleulis calkeuli saxeebi saeqsporto qveyanaSi gacilebiT iafad moipoveba. saorientacio fasis dasadgenad, firma valdebulia, Caataros sacdeli gayidvebi, raTa gaigos realizaciis fasis maqsimaluri zRvari mocemul bazarze. ase, magaliTad: vidre kompania `nestle~, did britaneTSi gayinuli produqtebis mwarmoebeli qarxnis asaSeneblad gamoyofda ormocdaTxuTmet milion dolars, mas erTi weli dasWirda, raTa kanadidan am tipis produqcia Seetana iq arsebuli gasaRebis bazris Sesaswavlad.61 mocemuli magaliTi metyvelebs imaze, rom fasebis zRvaris dadgenas didi mniSvneloba aqvs ama Tu im qveyanaSi warmoebisa Tu kapitaldabandebis Semdgomi organizaciisaTvis. faswarmoqmnis meqanizmze did zegavlenas axdens saxelmwifoebrivi samomxmareblo bazrebis Taviseburebani. miuxedavad imisa, rom firmas SeuZlia Sida bazris dayofa mraval segmentad da TiToeulisaTvis gansxvavebuli fasebis dadgena, sagareo bazarze amis SesaZleblobani gacilebiT didia. magaliTad: amerikis mosaxleoba praqtikulad ar moixmars racionSi zRvis zRarbs, ris gamoc misi gasaRebis SesaZleblobani am qveyanaSi sakmaod dabalia, amdenad, aq misi gasaRebis farTo SesaZleblobebi iSleba. rig qveynebSi erTgvarovan produqciaze arsebobs konkurenciiis maRali done. maSin, rodesac sxva bazarze aRniSnuli saxeobis saqoneli SesaZlebelia deficituri iyos. konkurenciis pirobebi did zegavlenas axdens saxelmwifoebis mier calkeuli firmebisaTvis dadgenili warmoebis gansakuTrebuli wesebi, romlebic uqmnis maT sakuTari produqciis sasicocxlo ciklis gaxangrZlivebis SesaZleblobebs. faswarmoqmnaze zemoqmedebs agreTve, iseTi faqtori, rogoricaa mocemul qveyanaSi Camoyalibebuli produqciis aRqmis stereotipebi. ase, magaliTad: rodesac Seswavlil iqna avtomanqanebis samomxmareblo aRqma amerikis da iaponiis bazarze, aRmoCnda, rom amerikelebSi sakuTari ufro maRali reitingiT sargeblobs vidre - germanuli avtomobili, maSin, rodesac iaponelebi upiratesobas aniWeben germanuli avtomobilebis adgilobriv nawarms. gamomdinare aqedan, germanuli avtomobilebis mwarmoeblebs SeuZliaT, gaafarTovon TavianTi bazari iaponiaSi da ara amerikaSi. amasTan, germanelebis mier iaponur bazarze warmoebuli samarketingo strategia, romlis arsi mdgomareobs fasebis dawevaSi, mcdaria, radgan iaponiaSi maRali fasi iwvevs maRali xarisxis asociacias. didi mniSvneloba aqvs mocemul qveyanaSi dadgenil vaWrobis wess. ase, magaliTad: amerikelebi upiratesobas aniWeben kreditSi vaWrobas, maSin, rodesac iaponelebi cdiloben, ivaWron naRdi fuliT. aqedan gamomdinare, im firmebs, romlebic vaWroben kreditSi meti gasaqani aqvT amerikaSi, vidre iaponiaSi. cnobilia, rom: produqciis eqsporti sagrZnoblad adidebs mis fass. vTqvaT, produqciis fasi Sidabazarze Seadgens 1 dolars, xolo danamati misi sazRvargareT
61

Mark Alpert and Aimety Dunlap Smith ,,Nestle Shows How to Gobble Markets Fortune, Vol. 119, January 16, 1989, p. 76.

realizaciaze aris 5 centi, sazRvargareT realizaciis fasi iqneba 1,5 dolari. Tu danaxarjebi Seicvala Sidabazarze 20 centiT, maSin sazRvargareT realizaciis fasi gaizarda 1,90 dolaramde. ori garemoeba aZvirebs produqcias sazRvargareT: pirveli, gazrdili satransporto xarjebi da meore, sabaJo tarifebi. am garemoebaTa gamo sazRvargareT produqciis gayidva rigi firmebisaTvis ararentabeluri xdeba. produqciis fasebze didi zegavlenas axdens savaluto kursebis cvla (aweva, dacema) msoflio bazarze. is firmebi, romlebic sazRvargareT saqonlis realizacias awarmoeben, erTgvarovan valutaSi xSirad awydebian winaaRmdegobebs. sazRvargareTis qveynebSi produqciis realizacia unda warmoebdes iseTi gaangariSebiT, rom firmam amonagebidan SeinarCunos ganaxlebis SesaZleblobani. am amocanis gadawyveta dakavSirebulia sirTuleebTan. produqcia sazRvargareTis qveynebs miewodeba didi partiebiT, amitom misi nawilis realizacia uzrunvelyofs mogebas, xolo inflaciis pirobebSi, sawyobSi arsebuli maragebi misTvis wamgebiani gaxdeba. am faqtorTa aRsakveTad 80-ian wlebSi `prokret-endgembli~ iZulebuli iyo, peruSi arsebuli ekonomikuri krizisis pirobebSi. kviraSi erTxel 20-30% aewia fasi produqciaze da Seewyvita 60-procentiani SeRavaTis gaweva biTumad movaWreebisaTvis 15-dan 30-procentiani Tanxis gadaxdis gadavadebiT. inflaciaTan faswarmoqmnis sxva rigis problemebi sazRvargareTis bazarze dakavSirebuli SeiZleba daiyos or jgufad. amonagebis miReba sazRvargareTis valutaSi, romelic konvertaciis Semdeg iZleva nakleb Semosavals; 2) fasebis mudmivi zrda danaxarjTa gadafarvis mizniT. pirvel SemTxvevaSi firmas SeuZlia, miuTiTos kontaqtSi amonagebi Tanxis ekvivalenti sazRvargareTis valutaSi (vTqvaT, dolaris ekvivalenti) da mosTxovos angariSsworeba drois mocemul momentSi xelSekrulebiT gansazRvruli dolaris kursis ekvivalentis Sesabamisad. fasebis cvla did zegavlenas axdens vaWrobis saerTaSoriso wesebsa da kontraqtebze, rac arTulebs maT gaformebas. garda amisa, rTuldeba vaWrobis organizaciac. ase, magaliTad: Tu firma sazRvargareT avtomaturi saSualebebis gamoyenebiT vaWrobs, yoveli fasis Secvlis SemTxvevaSi, igi iZulebuli gaxdeba, cvalos an aparatebi an Jetonebi, rac damatebiT danaxarjebTan aris dakavSirebuli. aseTi siZneleebi SesaZlebelia warmoiSvas erovnul bazarzec. saqonlis nakadebis gadanawilebas msoflio bazrebis mixedviT, iwvevs inflaciuri procesebiT gamowveuli valutis kursebis cvla. magaliTad: Tu dolaris kursi ecema romelime qveyanaSi, amerikis firmebisaTvis mocemuli produqciis realizacia ufro efeqtiani gaxdeba Sidabazarze da piriqiT. valutis kursebis cvla iZleva damatebiTi mogebis miRebis SesaZleblobebsac. ase magaliTad: Tu firmas SeuZlia, swrafad gadaajgufos gasaRebis bazrebi inflaciuri procesebis Sesabamisad, mas aqvs SesaZlebloba, momgebianad, warmoebaSi cvlilebebis gareSe miiRos damatebiTi mogeba. qveynebs Soris valutis kursis cvla did zegavlenas axdens serTaSoriso vaWrobis wyaroebze. vTqvaT, iaponiam miyida safrangeTs fotoaparatis didi partia. amerika, bunebrivia, fotoaparatebs yidulobs mwarmoebeli iaponuri qarxnebisagan da ara distributorebisagan. im SemTxvevaSi, Tu iaponiaSi ienis kursi ecema dolarTan mimarTebaSi, amerikuli mewarmeebisaTvis ufro momgebiani xdeba iaponuri fotoaparatebis Sesyidva safrangeTidan. msgavs operaciebs saerTaSoriso praqtikaSi uwodeben `nacrisfer bazars~ da isini cxadad

metyveleben, Tu ra zegavlenas axdens valutis kursis cvla firmebis damatebiTi mogebis miRebaze. didi mniSvneloba gaaCnia fiqsirebuli Tu cvalebadi fasebis momxmareblebisaTvis miwodebis wess. ase, magaliTad: venesuelaSi yvela saxeobis saqonlis iarliyze miTiTebuli unda iyos fasi, maSin, rodesac CileSi es akrZalulia. gansxvavebulia calkeul qveyanaSi arsebuli midgoma fasebis SeTanxmebuli dawesebis sakiTxisadmi. ase, magaliTad: indoeTSi fasebis 60% dgeba gamyidvelebs Soris winaswari SeTanxmebiT, CineTSi ki, 5%. did zegavlenas axdens faswarmoqmnaze msoflio bazarze dadgenili konkurenciuli brZolis strategiac. imdenad, ramdenadac produqciis winsvlis sakiTxebs safuZvlianad SevexebiT meore wignSi, am TavSi ganxilulia am problemis zogadi aspeqtebi. saerTaSoriso biznesSi produqciis winsvla aris produqciis gasaRebis xelSewyobis procesi. arsebobs produqciis winsvlis msoflio praqtikaSi aprobirebuli mravali meTodi. maT Soris, aRsaniSnavia iseTi, rogoricaa: `gaqaCe-mowie~. produqciis winsvlis uzrunvelyofa aris am meTodis pirveli Semadgeneli komponenti _ `gaqaCe~, xolo gasaRebis organizaciis srulyofa meore komponenti _ `mowie~ msoflios mravali firma iyenebs am orive komponentis hibrids. msoflio firmebi did mniSvnelobas aniWeben vaWrobis organizaciasa da reklamis srulyofas. amasTan, qveynebis mixedviT, es procesi xasiaTdeba garkveuli TaviseburebebiT. ase, magaliTad: belgiaSi, sadac arsebobs distributorebis minimaluri raodenoba, firmebi iZulebulni xdebian, didi yuradReba dauTmon produqciis realizacias sakuTari ZalebiT. indoeTi mosaxleobis yofaSi iyenebs asobiT enas, rac bunebrivia did siZneleebs qmnis reklamis gamoyenebaSi. rig qveynebSi saxelmwifo cdilobs daareguliros sareklamo kompania. asea, magaliTad, skandinaviis qveynebSi, sadac dawesebulia sareklamo cenzi. SedarebiT Serbilebulia saxelmwifos zegavlena reklamis regulirebaze sxva qveynebSi, sadac es uzrunvelyofilia pirdapiri Tu iribi gadasaxadebis sistemiT. sainteresoa civilizebuli qveynebis mixedviT, adamianis qcevis motivaciis faqtoris zemoqmedeba produqciis gasaRebaze. magaliTad: amerikeli diasaxlisebi did dros uTmoben telegadacemebisa da Jurnalebis kiTxvas da meti yuradRebiT epyrobian megobarTa rCevebs, vidre frangebi. frangi diasaxlisebi upiratesobas aniWeben informaciis miRebas uSualod gasaRebis obieqtebze maRaziebSi, sadac ukanasknelis wyaro xdeba gamyidvelTa rCevebi, Tu vitrinaSi gamokruli sareklamo niSnebi. amdenad, amerikaSi sareklamo kompaniis Catareba gacilebiT martivia maSin, rodesac safrangeTSi unda Catardes sakmaod didi samuSao distributorebTan an uSualod gasaRebis obieqtebze. saboloo jamSi, yvela qveynisaTvis SeiZleba arsebobdes produqciis gasaRebaSi momxmareblis mozidvis Tavisi, individualuri wyaro. amasTan, maTTvis saerToa iseTi faqtoris gaTvaliswineba, rogoricaa msyidvelobiTi unarianobis Sesabamisoba moTxovnilebisadmi. es faqtorebi did zegavlenas axdens agreTve sareklamo kompaniazec. reklamis Teoriisa da praqtikis detalur ganxilvas Cven mivuZRveniT V Tavi, amitomac aq SevexebiT problemebis zogierT aspeqts, dakavSirebuls produqciis winsvlasTan. cnobilia, rom rac ufro maRalia mosaxleobis msyidvelobiTi unarianobis maCvenebelSi

nayidobis Rirebulebis xvedriTi wili, miT meti dro dasWirdeba myidvels gadawyvetilebis misaRebad. Tumca rig SemTxvevaSi, qveynis ganviTarebis Sedarebis dabali done da mosaxleobis dabali msyidvelobiTi unari zrdis mis moTxovnebs ama Tu im produqciaze. ase, magaliTad: CineTSi sareklamo danaxarjebi kinofilmebze gacilebiT dabalia, vidre safrangeTSi. amasTan, Cinelebi kinoTeatris ufro aqtiuri mayureblebi arian, vidre frangebi. msoflio praqtikaSi didi adgili uWiravs reklamis standartizacias. standartizaciis procesSi gaiTvaliswineba ama Tu im qveynis erovnuli, enobrivi, sakanonmdeblo da sxva faqtorebi. standartizacia gulisxmobs reklamis koncefciis, misi ZiriTadi miznis SenarCunebas, amasTan, icvleba reklamis miwodebis formebi ama Tu im xalxis interesTa sferos gaTvaliswinebiT. ase, magaliTad: `koka-kola~-s reklama safrangeTSi da amerikaSi bazirebda erTsa da imave koncefciaze. win iyo wamoweuli adamianis organizmisaTvis am sasmelis gamamxnevebeli Zala. amasTan, sareklamo kompania safrangeTSi warmoebda safexburTo satelevizio gorgolaWis Cvenebis procesSi, aSS-Si ki beisbolis moTamaSis mier, am qveynebis mosaxleobis interesTa Sesabamisad. did siZneleebs awydebian firmebi reklamis sxva enaze gadacemis, an am xalxebis mier misi Semecnebis procesSi. saqme imaSi gaxlavT, rom sxvadasxva erebSi sityvebi da azrebi sxvadasxvanairad gaigeba. ase magaliTad, amerikuli firmis erT-erTi plakati gvauwyebda, rom is aris `CineTis Zveli megobari~, amasTan, Cinuri ieroglifebiT is ikiTxeboda, rom igi aris `CineTis megobari warsulSi~. cnobilia iseTi faqtebic, rodesac erTsa da imave enaze ametyvelebuli reklama sxvadasxva qveyanaSi gansxvavebul Sinaarss iZenda. ase, magaliTad: amerikuli aviakompani _ `iunaiTed eirlaini~ avstraliel aviamgzavrebs frenisas urigebda Jurnals, romlis gareydaze gamosaxuli iyo cnobili amerikeli msaxiobi pol xogani, romelic poziorobda ukacriel avstraliur kunZulze, warweriT, `pol xogani cxovrobs komfortis gareSe~, rac avstrieli mkiTxvelis mier aRTqmuli iyo, rogorc `pol xoganis mier Riad da gamomwvevad Tavisi homoseqsualurobis demonstrireba~.[213,c.42]. sareklamo kompaniis Catarebis procesSi, msoflio bazarze gasaTvaliswinebelia is garemoeba, rom is rac nebadarTulia erT qveyanaSi, akrZalulia meoreSi. sakanonmdeblo baza mkacrad aregulirebs calkeul qveyanaSi dasaSvebi reklamis farglebs. yovelive es udavod dakavSirebulia, pirvel yovlisa, momxmarebelTa uflebebis dacvasTan, amasTan, Cvens gverds ver avuvliT iseT faqtorebsac, rogoricaa qveyanaSi damkvidrebuli qevis moraluri normebi, konkurentunarianob,a Tu nacionalizacia. imis karg magaliTs, Tu rogor aregulirebs kanonmdebloba firmebis sareklamo uflebebs, warmoadgens is, rom did britaneTsa da amerikaSi daSvebulia `pepsi-kolisa~ da `koka-kolas~ SedarebiTi reklama maSin, rodesac filipinebze is akrZalulia. mxolod ramenime qveyanas gaaCnia akrZalvebi erotikuli reklamis gamoyenebis procesSi. moraluri normebidan gamomdinare, rig qveynebSi akrZalulia kontraceptivebis da qalis higienis sagnebis reklamireba. dasavleTis bazarze akrZalulia is reklama, romelic ubiZgebs mozardebs kanonsawinaaRmdego moqmedebebisaken. magaliTad, im manqanebis reklama, romlebic swrafad aviTareben siCqares. aRmosavleTis rig qveynebSi akrZalulia reklamaSi sazRvargareTuli sityvebis an stilis gamoyeneba.

aRsaniSnavia is garemoeba, rom reklamaze did zegavlenas axdens qveynis informirebulobis sfero. magaliTad: kompania `amerikan-eqspresi~, rodesac Tavisi sakredito baraTebis reklamas eweoda amerikaSi, miznad isaxavda konkurentebis Seviwroebas, xolo evropis bazarze gasvlis Semdgom, man SeiZina SemecnebiTi xasiaTic, imitom, rom evropelebi praqtikulad ar flobdnen misi gamoyenebis meqanizms. reklama geografiuli niSniT rig SemTxvevaSi zians ayenebs momxmarebels. ase, magaliTad: mTel rig ganviTarebad qveynebSi mniSvnelovnad gaizarda bavSvTa sikvdilianoba rZis xelovnuri sakvebis gamoyenebis safuZvelze, rac ganpirobebuli iyo iq am produqciis moxmarebis dabali kulturiT. saqme imaSia, rom misi gamoyenebis SemTxvevaSi qalebi ar icavdnen rZis koncentracias, wyalSi gasxnis dasaSveb normebs. fxvnili gacilebiT naklebi raodenobiT gamoiyeneboda, vidre igi Wirdeboda axaldabadebulebs kvebisaTvis. amis gamo jandacvis saerTaSoriso organizaciam akrZala am tipis produqciis reklama ganviTarebad qveynebSi. XIV. 7. safirmo niSnebi da produqciis ganawileba saerTaSoriso marketingSi saerTaSoriso marketingSi gadamwyveti mniSvneloba gaaCnia safirmo niSnis gamoyenebas. msoflio bazarze rigi firmebisa erTi da igive safirmo niSniT arian warmodgenilni, rac ganpirobebulia am produqciis warmoebis sferoSi maTi maRali imijiT. saerTaSoriso bazarze ucvleli safirmo niSnis gamoyeneba iZleva saSualebas, gavwioT naklebi reklamaze, rac firmas aZlevs SesaZleblobas, wlebis ganmavlobaSi SeinarCunos stabiluri poziciebi vaWrobis sferoSi. amasTan, unda aRvniSnoT, rom safirmo niSnis gamoyenebis Taviseburebani SigniTa da gare bazarze gansxvavebulia, rac dakavSirebulia enobriv, nacionalur da sxva faqtorebTan. enobrivi faqtori did zegavlenas axdens safirmo niSnis swor aRqmaze. saqme imaSia, rom sxvadasxva enaze ametyvelebuli safirmo niSnis dasaxeleba gansxvavebul Sinaars iZens. ase, magaliTad, kompania `jeneral motorzis~ mier gamoSvebul models `novas~ laTinuri amerikis qveynebisaTvis, praqtikulad, ar unda Seeqmna sirTuleebi, radgan espanurad `nova~ `varskvlavs~ niSnavs. niuxedavad amisa, laTinuri amerikis qveynebis macxovrebelebi am sityvas damarcvliT warmoTqvamdnen `nova~, rac espanuridan TargmniT niSnavs `ar muSaobs~. firma `koka-kola~-m Tavis dietur variants daarqva `daiet-kouk~ (koka-kola dieturi kvebisaTvis). amasTan aRmoCnda, rom germanul da italiur enebSi igi asocirdeba, romeliRac avadmyofobasTan. kompania `marsi~, ramdenime wlis ganmavlobaSi muSaobda misi safirmo Sokoladis `snikersis~ dasaxelebis cvlaze, rac ganpirobebuli iyo imiT, rom sityva `nikesi~ inglisSi qalis qveda samosis elements niSnavs. [264,pp.15-18]. unda avRniSnoT, rom sityvebis SerCevas savaWro niSnis dadgenisas didi mniSvneloba gaaCnia, radgan SesaZlebelia, wavawydeT iseT siZneleebs, romelic uCveuloa SidabazrisaTvis. ase, magaliTad: rig erebs SeiZleba ar gaaCndeT is asoebi, romelic dasaxelebulia savaWro niSanSi an sityvebi iwvevdes miuRebel, araeTikur asociacias. ase, magaliTad: firma `ronald makdonaldi~ iaponiaSi Tavis Tavs uwodebs `donald mak-donald-s~ imis gamo, rom iaponur alfavitSi ar arsebobs ieroglifi `r~. firma `marsel-biCi~, romelic

Tavisi damaarseblis gvaridan warmosdgeba, iZulebuli gaxda, rom Tavisi dasaxelebidan amoeRo aso `C~, radgan igi inglisurSi arasasurvel asociacias iwvevs. popularuli franguli ualkoholo sasmeli `fSiti~ inglisuri warmoTqmis konteqstSi ar uwyobs xels momxmareblis madis zrdas. sxvadasxva enaze sityvebi gansxvavebul Sinaarsobriv datvirTvas Rebuloben, amitomac aris, rom erTi da imave firmis an produqciis safirmo dasaxeleba sxvadasxva enaze SeiZleba gansxvavebulad JRerdes. ase, magaliTad: dasaxeleba amerikaSi `snagl~ (Snuggle), germaniaSi gamoiyeneba rogorc `kiSelvaiSi~ (Kushelweich), safrangeTSi, rogorc `kaJolini~ (Cocolino), espanurSi, rogorc `mimozini~ (Mimosin). amasTan, TviT inglisurSi avstralielebisaTvis sityva `snagl~ gansxvavebul Sinaarsobriv datvirTvas Rebulobs, ris gamoc firmam igi Secvala am qveyanaSi dasaxeleba `haggiT~ (Huggy) 2655,p.21]. saerTaSoriso bazarze, rogorc wesi, erTi frima sazRvargareT iZens meores Tavisi dasaxelebiT. bunebrivia, ibadeba SekiTxva: romeli safirmo niSani unda iqnes gamoyenebuli? ase, magaliTad, rodesac firma `nestlem~ SeiZina firma `karneiSn-i~, ukanasknelis dasaxeleba imdenad cnobili iyo SeerTebul StatebSi, rom `nestle~ iZulebuli aRmoCnda is Tavisi safirmo niSnis danamatad gamoeyenebina. amasTan, arsebobs sapirispiro SemTxvevebic. firma `big-pensma~, SeiZina `uotermen pensi~, romlis avtoriteti amerikaSi ar dasturdeba, ris gamoc produqcia bazarze gavida firma-myidvelis dasaxelebiT. xSir SemTxvcevaSi safirmo marka Seuracxmyofeli, an miuRebeli xdeba ama Tu im erisaTvis. ase, magaliTad: firma `kolgeiTpalmolivis~ produqciis safirmo niSanze ewera sityva `darki~, rac `Savs~ niSnavs da asaxuli iyo Savkaniani kaci, romelic eweoda produqciis reklamas. yovelive es bevr qveyanaSi aRTqmuli iyo, rogorc Seuracxyofa, ris gamoc kompania iZulebuli iqna sityva `darki~ Seecvala `darliT~, rac `Zvirfass~ niSnavs, xolo Savi mamakaci gaugebari feriT Seecvala. [290,p.16]. didi mniSvnelobas aniWeben firmebi msoflio bazarze erovnul imijis sakiTxs. safirmo niSani unda iyos erovnuli imijis matarebeli, xolo produqcia iwvevdes im qveynis asociacias, romelSic is iwarmoeboda. ase, magaliTad: firma `samsungi~ iwvevs maRalxarisxovani koreuli nawarmis asociacias, maSin, rodesac franguli ludi `krenburgi~ iwvevs germanuli nawarmis asociacias. erTsa da imave produqcias, SesaZlebelia, awarmoebdes mravali qveyana, magram amis gamo misi erovnuli imiji ar ecema. ase, magaliTad: `Sotlandiur viskis~ erTdroulad awarmoeben: kanada, irlandia, iaponia, aSS, magram miuxedavad amisa, igi iwvevs Sotlandiis da ara sxva qveynebis asociacias. produqciis ganawilebis qveS igulisxmeba manZili mwarmoeblidan momxmareblamde, anu produqciis fizikuri gadaadgilebisa da misi iuridiuli gaformebis gza. saerTaSoriso marketingSi mwarmoebeli Rebulobs gadawyvetilebas ganawilebis meTodisa da qveynis Sesaxeb. zemoT Cven ganvixileT ramdenime sakiTxi, dakavSirebuli produqciis ganawilebis sistemasTan saerTaSoriso marketingSi. iseTebi, rogoric aris: safirmo dasaxeleba, sazRvargareTis bazarze gasvlis procesis iseTi mniSvnelovani aspeqtebi, rogoricaa sazRvargareT ganawilebis specifika da pirobebi. upirveles yovlisa, aucilebelia, Seswavlil iqnes ganawilebis is pirobebi da sfero, romelSic mouxdeba firmas sazRvargareT produqciis realizacia. ama Tu im qveyanaSi produqciis ganawilebaze zegavlenas axdens mravali faqtori. maT Soris, SeiZleba gamoiyos iseTebi, rogoricaa: mocemul qveyanaSi kanonmdeblobiT dadgenili vaWrobis wesebi, Sromis kanonmdeblobaSi

arsebuli Taviseburebani, komunikaciis da transportis sistemis ganviTarebis done da sxva. didi mniSvneloba aqvs erebis TaviseburebaTa, maT socialurkulturuli tradiciebis gaTvliswinebas. ase, magaliTad: cxrili #47 kargad asaxavs supermarketebis organizaciis Taviseburebebs amerikasa da hongkongSi, [75,c.616]. am xalxebis socialur-kulturuli Taviseburebebis gaTvaliswinebiT. cxrili #47 amerikasa da hongkongSi supermarketis organizaciis socialur-kulturuli Taviseburebani.
socialur-kulturuli elementebi kvebis tradicia produqciis SeZenis Cvevebi mizani cxovrebis pirobebi macivris zoma avtomanqanebis raodenoba mosaxleobis simWidrove urbanizaciis done aSS-Si upiratesoba eniWeba xorceuls upiratesad iZenen gayinul produqtebs drois ekonomia saukeTeso tevadi macivrebi didi raodenobiT saSualo dabali hongkongi upiratesoba eniWeba zRvis produqtebs iZenen axal produqtebs axali produqtebis SenarCuneba SedarebiT cudi mciretevadi macivrebi mcire raodenobiT maRali maRali

cxrilSi moyvanili Taviseburebani kargad asaxavs im faqtorebs, romelTa gaTvaliswineba aucilebelia am or qveyanaSi produqciis ganawilebis organizaciis procesebisaTvis. amasTan, aRsaniSnavia, rom sxva qveynebSi miRebulia produqciis ganawilebis gansxvavebuli normebi. ase, magaliTad: fieneTSi upiratesoba eniWeba vaWrobas saxlSi mitaniT, maSin, rodesac italiaSi mravlad aris warmodgenili quCis da wvrilmani vaWrebi, ris gamoc gazrdilia mcire maRaziebis raodenoba. holandiaSi samomxmareblo kooperativebi pirdapir gadian mwarmoeblebze. iaponiaSi ganviTarebulia sabiTumo Semsyidveli sawarmoebi. germaniaSi vaWrobis ZiriTadi forma aris vaWroba katalogebiT da sxva. ra zegavlenas moaxdens marketingze ganawilebis aRniSnuli sistemebi? rasakvirvelia, - pirdapirs, radgan TiToeul qveyanaSi airCeva marketingis is strategia, romelic misaRebia iq dadgenili vaWrobis wesisaTvis. produqciis ganawileba saerTaSoriso bazarze xdeba ori gziT: pirveli sakuTari ZalebiT, meore firma distributoris meSveobiT. sakuTari ZalebiTY produqciis ganawileba did siZneleebTan da xarjebTan aris dakavSirebuli, amitomac aris, rom firmebis umravlesoba aformebs xelSekrulebas distributorebTan. amasTan, ukanasknelis SerCevis procesSi, aucilebelia, gaTvaliswinebul iqnes iseTi monacemebi, rogoricaa: 1) distributorebis finansuri stabilurobis maCveneblebi; misi kargad ganviTarebuli kavSirebi; kvalificirebuli specialistebis, mowyobilobisa da sasawyobo nagebobaTa ganviTarebis done da sxva. pirveli maCvenebeli warmogvidgens, Tu ramdenad uzrunvelyofili iqneba firma finansuri resursebis swrafi dabrunebadobiT da maTi Semdgomi brunviT. meore maCveneblis mixedviT, SesaZlebelia davadginoT, rom produqciis msxvili partiebiT gadazidvebis SemTxvevaSi, ramdenad swrafad

moxdeba maTi Semdgomi gadanawileba. mesame maCvenebeli metyvelebs firmis potencialze, rac, Tavis mxriv, gviCvenebs, Tu ramdenad swrafad SeiZleba Seudges igi operacias. msoflio bazarze produqciis ganawilebisaTvis didi mniSvneloba eniWeba maT saTadarigo nawilebiT da remontiT uzrunvelyofas, radgan ukanaskneli, SesaZlebelia, gaxdes seriozuli Semaferxebeli faqtori realizaciisaTvis. ase, magaliTad: 50-ian wlebSi evropeli manqanaTmSebneblebi gavidnen amerikul bazarze, magram maTi produqcia sinqronulad ar iqna uzrunvelyofili saTadarigo nawilebiTa da momsaxurebiT, ris gamoc misi imiji sagrZnoblad daeca. miuxedavad imisa, rom firma `folsvageni~ am bazarze mogvianebiT gamoCnda, man moipova kargi avtoriteti imis gamo, rom saTadarigo nawilebiT da momsaxurebiT produqcia, droulad aRmoCnda uzrunvelyofili. msoflio bazarze produqciis gasvlis probleba mxolod distributoris swor moZebnaSi rodi mdgomareobs, did mniSvnelobas iZens produqciis swrafi gasaRebis mizniT, distributorTan muSaobis swori organizacia. ase, magaliTad: firma `koka-kola~ atarebda specialur seminarebs sazRvargareTis univermaRebSi Tavisi miznis realizaciisaTvis. misaRebia urTierTobis sxva formebic. iseTebi, rogoricaa fasdakleba biTumad movaWreebisaTvis erToblivi reklamis Catareba da sxva. aRsaniSnavia isic, rom calkeuli produqciisaTvis damaxasiaTebelia ganawilebis individualuri sistema qveynis geografiul TaviseburebaTa gaTvaliswinebiT. ase, magaliTad: kolumbiisaTvis damaxasiaTebelia mTliani reliefi, avstraliisaTvis ki udabnoebi. zimbabveSi da zairSi msxvili centraluri qalaqebis garda, mosaxleobis msyidvelobiTi unari dabalia, amitom aq periferiebSi gayidvis potenciali ecema, maSin, rodesac amerikaSi is sagrZnoblad maRalia ganapira StatebisTvisac.

XIV. 8. reklama saerTaSoriso marketingis sferoSi biznesSi reklamis warmoSobas gaaCnia rTuli istoriuli safuZvlebi. igi udaod, dakavSirebulia Sromis sazogadoebriv danawilebasTan, ramac TavisTavad Seqmna produqciis namatis miRebis SesaZlebloba, rac dakavSirebuli iyo gasaReba-gacvlis problemasTan. reklamas sakmaod saintereso istoria aqvs jer kidev Zvel saberZneTsa da romSi. am mizniT, iyenebdnen xis dafebs, spilos Zvalsa Tu spilenZs. sazogadoebrivi progresi moiTxovda reklamis formebis srulyofas, amitomac iyo, rom 1473 wels inglisSi gamoCnda pirveli beWduri sareklamo gancxadeba, xolo XV saukunis mijnaze da XVI saukunis dasawyisSi venecielma gamomcemelma a. manucim (es is gamomcemelia, romelmac pirvelad Semoitana Tavis wignebSi mZimeebi, manamde xmarobdnen mxolod wertils da or wertils) momxmareblis mozidvis mizniT daiwyo, Tavisi maRaziis win wignis dasabuTebis gamofena. amdenad, myidveli karebSive ecnoboda wignebis sargeblobas. ukve 1611 wels londonSi Seiqmna a. goraJisa da u.kopis pirveli sareklamo biuro. dRes mecniereba reklamis Sesaxeb miCneulia biznesis umniSvnelovanes sferod. reklama Camoyalibda, rogorc marketingis organizaciul-mwarmoebluri

komponenti, romlis warmadobac gansazRvravs miRwevas Tu warumateblobas marketingis strategiis sferoSi. marketingis Teoriuli bazis Semqmnelis, cnobili amerikeli mecnieris, filip kotleris ganmartebiT, reklama cnobebis gadacemis upirovno formaa, rodesac cnobebi gadaicema informaciis gavrcelebis fasiani saSualebebiT da mimdinareobs gansazRvruli piris an organizaciisagan.62 ekonomikuri reklamis istoriam ganvlo sakmaod rTuli, evoluciouri gza. mecniereba reklamis Sesaxeb xasiTdeba etapebiT, romelTa maxasiaTeblebad SeiZleba gamoviyvanoT am periodSi gavrcelebuli reklamis koncefciebi. ase, magaliTad: pirvel msofio omamdeli da omisdroindeli koncefciebi Teoriulad efuZneboda `masobrivi fsiqologiis~ cnobil Teorias. am Teoriam farTo gavrceleba hpova omis Semdgomi periodis socialistur samyaroSi. am koncefciis Tanaxmad, adamiani, individi, ganicdis e.w. `ganmeorebadi reklamis~ aqtiur zegavlenas, anu sakmarisia mis fsiqikaze zegavlenis mosaxdenad `masobrivi fsiqologiis~ elementebis Camoyalibeba erTi da imaves aqtiuri ganmeorebis gziT. am Teoriis sapirispiro poluszea bazrebis reklamis koncefciisadmi elementarul-fsiqologiuri midgoma, romelSic gamoiyeneba fsiqofizikis centraluri postulatebi. am Teoriis avtorebi Tvlidnen, rom adamianis reklamasTan mimarTebaSi arsebuli fsiqologiuri procesebi ukavSirdeba grZnobebs, gancdebs da emociebs. amasTan, am Teoriis mesveurTa azriT, gamaRizianebelsa da gancdas Soris arsebobs proporciuli ukukavSiri. mecnierebi, romlebic iziarebdnen elementarul-fsiqologiur meTodis arss, Tvlidnen, rom reklama Sedgeba elementebisagan (sidide, teqnikuri da grafikuli Semadgenloba, ganwyoba da sxva) am elementebis erToblivi sinTezi gansazRvravs reklamis warmadobas. mecnierTa mravalmxrivma eqsperimentebma daamtkica, rom reklamis saerTo aRqma ar warmoadgens misi elementebis meqanikur jams. asiomaturi gaxda debuleba, rom reklamisaTvis `erTianoba metia, vidre erTianobis elementTa jami~. unda aRiniSnos, rom dRes Znelia, Seiqmnas reklamis iseTi Teoriuli stereotipi, romelic miesadageba nebismier sareklamo SemTxvevas. ganvixiloT zogierTi Teoriuli modeli, romliTac aixsneba reklamis moqmedeba. 1. Seswavlis modeli: nebismieri sareklamo kompania dafuZnebulia Seswavlasa da Semecnebaze. Seswavlis klasikur (pavloviseul) da instrumentalur TeoriebTan erTad, reklamis zemoqmedebis asaxsnelad gamoiyeneba Seswavla imitaciuri modelis mixedviT. magaliTad: diasaxlisis aRtacebuli satelevizio saxe sarecxi manqanis danaxvisas. amdenad, am tipis reklamisas sul ufro gamoiyeneba adamianebi `Cemi Tu Seni~ da ara `varskvlavebis~ tipis. Seswavlis Teoriis meore komponenti aris adamianis gonebaze zemoqmedebis Seswavla, anu imis gansazRvra, Tu ramdenad efeqturia reklama adamianis gonebaze zemoqmedebis TvalsazrisiT. 2. motivaciuri meTodi: fsiqologiis mimdevarTa azriT, motivaciuri situacia did zegavlenas axdens motivirebul obietqbze. arsebobs motivaciuri modelebis ramdenime nairsaxeoba:
62

. . . 1980. C. 149.

m o t i v a c i i s g o m e o s t a t i k u r i Teoria gamomdinareobs iqidan, rom individumi ikmayofilebs Tavis moTxovnilebas imitom, rom daeuflos wonasworobisa da simSvidis mdgomareobas. gomestatistikuri Teoriis CarCoebSi, SesaZlebelia, gamoiyos ramdenime koncefcia. magaliTad, instiqtTa Teoria, fsiqoanalitikuri midgoma da codnis Teoria. fsiqoanalitikuri midgoma efuZneba froidis Teorias. Tanamedrove marketingis TeoriaSi es midgoma SedarebiT iSviaTad gamoiyeneba, radgan momxmareblis moTxovnaTa axsna dafuZnebulia qvecnobierebaze. codnis Teoria moqmedebis motivacias xsnis Semecnebis procesiT. aq gamovyofdiT k o g n i t i u r i d i s o n a n s i s Teorias, romlis Tanaxmadac, disonansi SeiZleba warmoiSvas produqciaze informaciis miRebis, yidvis an gamoyenebis procesSi. Tu disonansis sidide aRemateba adamianis xasiaTis maxasiaTebel zRvars, maSin individs SeuZlia: uari Tqvas im informaciaze, romelmac gamoiwvia disonansi, gamoiyenos es informacia, an eWqveS daayenos is. am Teoriidan gamomdinareobs, rom reklama ar unda aRematebodes adamianis moTxovnebs, magram arc Zalian dabali iyos maTze. mxolod kmayofili momxmarebeli iqceva normaluri disonansis CarCoebSi da axdens reklamirebuli saqonlis propagandas Tavis nacnobebSi. reklama sainteresoa, rogorc marTvis obieqti. unda aRiniSnos, rom reklamis marTva ganisazRvreba msoflioSi sami doniT: a) reklamis marTva uSualod sawarmos doneze; b) sareklamo saagentoebis mier warmoebuli reklama da g) reklamis marTva saxelmwifo doneze. a) reklamis marTva sawarmoos doneze: unda aRiniSnos, rom am doneze reklamis marTva aris metadre Zviri. sawarmoTa mxolod mcired nawils SeuZlia Tavisi ZalebiT marTos reklama, anu damoukideblad Caataros sareklamo kompania: SeimuSaos sareklamo koncefcia, realizacia, daawesos Sedegebze kontroli. rogorc wesi, sareklamo biujeti moiTxovs did saxsrebs. ase, magaliTad: germaniaSi msxvil sawarmoebSi is utoldeba 1 milion germanul markas. amitom aris, rom sawarmos struqturaSi sakuTari sareklamo ganyofilebis Seqmna ararentabeluria. msxvili sawarmoebi aseT SemTxvevaSi mimarTaven konsultantebs, an sareklamo saagentoebs. b) sareklamo saagentoebi: sareklamoo saagentoebi aris damoukidebeli sawarmoebi, romlebic sargebloben iuridiuli piris uflebebiT. am saagentoebis saqmianobis ZiriTad sferos Seadgens: reklamis koncefciis damuSaveba, reklamis gavrcelebis procesis marTva/. reklamis Sedegebis SeswavlisaTvis SesaZlebelia, mozidul iqnes is samecniero-sakvlevi institutebi, romlebic ewevian samomxmareblo bazris Seswavlas. im SemTxvevaSi, rodesac mewarme Rebulobs sareklamo saagentos gamoyenebis Sesaxeb gadawyvetilebas, man unda warmoadginos sruli informacia nawarmze da mis mier gagebul sareklamo kompaniis koncefciaze. mewarmesa da sareklamo saagentos Soris SeTanxmebis process ewodeba brifingi. sareklamo saagento gansazRvravs muSa winadadebebs da warudgens SemkveTs daxarjulTa nusxas, rac aris safuZveli maT Soris dadebuli xelSekrulebisa. g) reklamis marTva saxelmwifo doneze: saxelmwifo doneze reklamis marTva saxvadasxva qveyanaSi gansxvavebulad warimarTeba. ase, magaliTad: germaniaSi am mizniT,

Seqmnilia iseTi organoebi, rogoricaa: germanuli sareklamo saxelmwifo sabWo, sareklamo ekonomikis centraluri komisia da sxva organizciebi. centraluri komisia icavs sareklamo saagentoebis interesebs saxelmwifo organoebis doneze. sareklamo sabWo ganixilavs momxmarebelTa saCivrebs sareklamo sferoSi. amasTan, is adgens im ZiriTad wesebs, romelic exeba sareklamo industrias. garda amisa, saxelmwifo doneze sareklamo saqmianobis marTvaSi SesaZlebelia Caebas sxva organoebic. reklamis sxvadasxva klasifikacia arsebobs. yvelaze gavrcelebuls warmoadgens reklamis klasifikacia informaciis saSualebebis safuZvelze. am niSniT ganasxvaveben: klasikur reklamas masobrivi informaciis saSualebebSi, pirdapir reklamas, reklamas gasaRebis obieqtebze, individualur reklamas da personalur gayidvas. klasikuri reklama es aris reklama radioSi, televiziaSi, gazeTebsa da JurnalebSi, mimarTuli anonimuri momxmareblisadmi. reklamis es forma dafuZnebulia sareklamo telefilmis, feradi suraTebis Tu sxva vizualurdakvirvebiTi saSualebebis gemoyenebaze. gasaRebis obieqtebSi reklamis organizacia moicavs uSualod gamofenebze, savaWro obieqtebze reklamis organizacias, plakatebis, isrebis, maCveneblebis da sxva maxasiaTeblebis bazaze. garda aRniSnulisa, reklama SeiZleba organizaciuri iqnes informaciis axali saSualebebis gamoyenebiTac: telefaqsis, videoteqnikis, sakabelo televiziis da radios, kompiuteruli qselis meSveobiT. moqmedebis masStabebiT, reklama SeiZlebaA daiyos: firmis da produqtis reklamad. sawarmom SeiZleba moaxdinos an calkeuli produqtis an mTlianad firmis reklama. pirvel SemTxvevaSi, gamoiyofa produqtis calkeuli Tvisebebi. xolo meoreSi firmis dasaxelebis gamoyenebiT cdiloben, Seuqmnan avtoriteti calkeul produqcias. reklamis sxvadasxva forma arsebobs. ganasxvaveben: informaciuli, emociuri, imijis, SedarebiT, qvecnobier da sxva formebs. informaciuli reklama moicavs produqtis konkretul maxasiaTeblebs. am dros gamoiyeneba sruli aRwerilobiTi informacia produqciis Sesaxeb. emociuri reklama dafuZnebulia momxmareblis emociebze. am SemTxvevaSi produqcia ganlagdeba momxmareblisaTvis mimzidvel garemoSi (bavSvebi, cxovelebi, buneba da damatebiTi emociebis gamomwvevi sxva matareblebSi). imijis reklama dafuZnebulia cnobili obieqtebis saxelebis da avtoritetis gamoyenebaze. aseTi reklama SeiZleba ganlagdes stadionze, kazinoebSi, satumroebSi da sxva obieqtebze. amasTan, SemCneulia, rom aseTi adgilebi iwvevs momxmareblis ganfantulobas reklamis obieqtebisadmi. SedarebiTi reklama gamoiyeneba erTgvarovani produqciis maxasiaTeblebis Sedarebisas. magaliTad, erTi da imave saxeobis sarecxi fxvnilis urTierTSedarebis procesSi. qvecnobieri reklama dafuZnebulia adamianis qvecnobierebaze. zemoqmedebis saSualebebze, da is eyrdnoba qvecnobieris froidisebur gagebas. reklamis dargSi momavlis perspeqtivis ganWvreta SesaZlebelia mxolod dagegmvis safuZvelze. reklamis gegma moicavs erT wels. pirvel etapze ganisazRvreba reklamis mizani, ris safuZvelzec dgeba sagegmo

maCveneblebi (obieqti, subieqti, matareblebi, periodi da biujeti). dagegmvis Sedegi aris reklamis programa. sareklamo strategiis sistemuroba moiTxovs farTo sabazro informacias. is unda moicavdes maCveneblebs: - bazris uzrunvelyofis done produqciiT; - produqciis sicocxlis cikli; - informacia konkurentebis Sesaxeb; - reklamis matareblebis Rirebuleba. am saxeobis informaciis miReba SesaZlebelia bazris kvlevis procesSi. Tu reklamis koncefciis SemuSaveba xdeba gareSe organizaciiT (sareklamo saagento, sakonstitucio jgufi da sxva), maSin aucilebeli informacia SeiZleb,a mopovebul iqnes detalizebuli brifingis Catarebis gziT. am SemTxvevaSi, pasuxi unda gaeces Semdeg kiTxvebs: - ra gziT unda Catardes reklama (reklamis mizani)? - risi reklama iwarmoeba (reklamis obieqti)? - sad xorcieldeba reklama (miznobrivi masStabi)? - ra saxsrebs moiTxovs reklama (sareklamo biujeti)? - informaciis ra saxeobebi gamoiyeneba reklamisaTvis reklamis matareblebi)? - ra formiT unda ganxorcieldes reklama (reklamis saSualebebi)? - rodis unda daiwyos reklama (reklamis dro)? reklama udaod emsaxureba sawarmos mizanis miRwevas. amasTan, sakuTriv reklamas SeiZleba gaaCndes Tavisi mizani. ganasxvaveben ekonomikuri da araekonomikuri (komunikaciuri) reklamis mizans. ekonomikuri mizani uSualod ukavSirdeba saqonlis gasaRebas, araekonomikuri iribad moqmedebs am procesze. araekonomikuri _ mizani moiTxovs SedarebiT did danaxarjebs. qvemoT moyvanilia reklamis araekonomikur mizanTa katalogi. is moicavs: - produqciis gacnobis SesaZleblobis gafarToebas; - momxmareblisadmi farTo informaciis miwodebas; - produqciis imijis cvlas (modernizacia, srulyofa); - interesis gafarToebas momxmarebelSi; - sawarmos avtoritetis zrdas; - produqciis Rirsebis amaRlebas. araekonomikuri mizani ZiriTadad dafuZnebulia adamianis fsiqikaze zemoqmedebis SesaZleblobebze. didi mniSvneloba aqvs sareklamo kompaniis dagegmvas. sareklamo kompaniis dagegmva moicavs Semdeg safexurebs: - reklamis miznis dadgena; - reklamis saSualebebis gansazRvra; - reklamis biujetis gaangariSeba. arsebobs reklamis biujetis gansazRvris ori meTodi: analitikuri da araanalitikuri. gamocdileba cxadyofs, rom mewarmeTa umravlesoba iyenebs araanalitikur meTods, romelic efuZneba araempiriul codnas. am meTodiT biujetis gaangariSebis ramdenime saxeoba arsebobs. magaliTad: cnobilia, orientacia gasaRebaze. aRniSul SemTxvevaSi reklamis biujeti ganisazRvreba procentulad produqciis gasaRebis wina wlis, an mosalodneli gasaRebis, an gasaRebis ramdenime wlis saSualo maCveneblebis mimarT. arsebobs gaangariSebis sxva meTodebic. magaliTad: reklamis biujeti ganisazRvreba,

rogorc sxvaoba marketingis saerTo biujetisa da sxva saxeobis danaxarjebs Soris. konkurentebTan paritetis meTodis gamoyenebis SemTxvevaSi, sawarmo sabazisod iRebs konkurentebis dnaxarjebs reklamaze. am meTodis nakli mdgomareobs imaSi, rom rogorc wesi, mcire informacia konkurentobis analogiuri danaxarjebis Sesaxeb. analitikuri midgoma bazirebs reklamze danaxarjebsa da miznis miRwevis dones Soris funqciuri damokidebulebis gansazRvraze. arsebobs analitikuri modeli, [76,c.190]. romelmac regresiuli analizis safuZvelze gansazRvra, bazris koniunqturis cvlilebebis damokidebuleba (t) reklamis danaxarjebze, konkurentis Sesabamis maCveneblebze (k). vainbergis formula Semdegnairad gamoiyureba W = tWk K reklamis dagegmvis procesSi didi mniSvneloba eniWeba misi biujetis swor ganawilebas. am mizniT, aucilebelia ganisazRvros: jer erTi, komunisaciis ra saSualebebi aris gansakuTrebulad efeqturi mocemuli produqciis reklamisaTvis, meore, aucilebelia, dadgindes im komunikaciuri saSualebebis Tanmimdevroba, sadac unda ganTavsdes reklama. arsebobs reklamis sxvadasxva matareblebi amasTan, yvela isini unda akmayofilebdes Semdeg pirobebs: maTi konfiguracia unda iZleodes reklamis ganTavsebis saSualebas. xolo maTTan adamianis kontaqti unda aRZravdes masSi interess. reklamis matareblebSi ganasxvaveben: misamarTebis cnobarebs. gansakuTrebiT efeqtiania satelefono samisamarTo cnobarebi, rogorc reklamis ganTavsebis sakmaod efeqturi wyaro. gamoiyeneba agreTve sareklamo dafebi (gansakuTrebiT sportul dawesebulebebSi). garegani reklamis yvelaze gavrcelebuli formaa plakati. plakati, rogorc wesi, ganTavsdeba transportze, Senobaze da sxva. gavrcelebulia reklamis warmodgena gancxadebis saxiT. saubaria sareklamo baraTebze, romlebic ufasod urigdeba mocemuli raionis macxovreblebs. ganasxvaveben sareklamo gancxadebis sam ZiriTad saxeobas: samomxmareblo gancxadeba, romelic Seicavs informacias sagnis samomxmareblo Tvisebebis Sesaxeb; arapolitikuri gancxadeba, romelic Seicavs informacias kulturuli, sazogadoebrivi da sportuli cxovrebis Sesaxeb; politikuri gancxadeba, romelic moicavs politikur sareklamo Temebs. sareklamo menejerisaTvis didi mniSvneloba aqvs imas, Tu rogoria reklamis momcveloba. reklamis momcvelobis SefasebisaTvis gamoiyeneba iseTi maCveneblebi, rogoricaa: momcelobis bruto da momcvelobis neto. im SemTxvevaSi, rodesac gamoiyeneba reklamis ramdenime wyaro viyenebT bruto maCvenebels, anu reklamis matareblebis jamur sidides. neto maCveneblebis gamoyeneba gviCvenebs Tu ramden adamians aqvs SesaZlebloba, iqonios Tundac erTi kontaqti reklamasTan. sareklamo kompania unda moicavdes drois garkveul monakveTs, is damokidebulia mraval faqtorze, aseTebia: konkurentebis moqmedebis Taviseburebani reklamis sferoSi, momxmareblis fsiqologiuri ganwyobis cvla da sxva. didi mniSvneloba gaaCnia reklamis sezonurobas. ase, magaliTad: sezonuri saqonlisa Tu produqciisaTvis saWiroa swrafi sareklamo kompaniis Catareba. arasezonuri sawarmoebisaTvis reklama unda moicavdes drois gacilebiT ufro did intervals. gasaTvaliswinebelia isic, rom Tu adamians aqvs

xSiri kontaqti sareklamo obieqtebTan, reklama garkveuli drois Semdeg axdens ukumoqmedebas, rac xSir SemTxvevaSi antireklamis tolfasia. sareklamo mimarTvis nivTobrivi transformacia aisaxeba reklamis saSualebebSi. ukanaskneli SeiZleba gadmoices Sinaarsobrivad an warmosaxviTi meTodiT. arsebobs reklamis Semdegi saSualebebi: - satelevizio gancxadeba, telegorgolaWi, radioreklama; - prospeqti, katalogi, beWduri gancxadeba; - vitrinis gaformeba, reklama SuqiT, plakati; - sareklamo saubari, satelefono reklama; - viqtorinebi, sareklamo TamaSebi, sareklamo saCuqrebi. es CamonaTvali cxadyofs, rom arsebobs mWidro urTierTkavSiri sareklamo saSualebebsa da reklamis matareblebs Soris, rig SemTxvevaSi maT Soris zRvaris gavleba SeuZlebelia. amasTan, unda aRiniSnos, rom reklamis matareblebs gaaCniaT Tviseba, romlis saSualebiTac, SeiZleba, gavaZlieroT an SevasustoT reklamis saSualebebis zemoqmedeba. ganasxvaveben mTel rig faqtorebs, romlebic gansazRvraven sareklamo saSualebebis zemoqmedebis dones. didi mniSvneloba eniWeba zemoqmedebis faqtors. aseTi reklamis gamoyenebas aqvs azri im xalxze zemoqmedebisaTvis, romelTac uWirT damoukideblad gadawyvetilebis miReba. identifikaciis faqtors aqvs mniSvneloba imdenad, ramdenadac am SemTxvevaSi reklamis miznis misaRwevad gamoiyeneba im avtoritetTan identifikacia, romelic dadebiTad ganawyobs sareklamo subieqts obieqtisadmi. konkretizaciis faqtoris gamoyenebis SemTxvevaSi, reklamam unda warmosaxos obieqturi suraTi sareklamo movlenis Sesaxeb. reklamis saSualebebi zemoqmedebas axdens adamianis grZnobis xuTive organoze. amasTan, yvelaze efeqturia zemoqmedeba mxedvelobisa da smenis organoebze. adamiani ukeT aRiqvams sakuTriv nanaxs, vidre gagonils. mxedvelobiTi reklama damokidebulia mraval faqtorze, romelTagan unda gamovyoT: teqstis wakiTxvis efeqtianoba. is damokidebulia asoebis sidideze, teqstis sirTuleze, struqturaze, sityvebis simartiveze da sxva. gamokvlevebma daadastura, rom gamoyenebuli Sriftis sxvadasxva saxeoba ar axdens arsebiT zegavlenas teqstis wakiTxvis simartiveze. negatiur zegavlenas ukavSirdeba mxsvili an Zalian wvrili Srifti. amasTan, Sav-TeTri kontrasti Sriftsa da vels Soris iZleva teqstis aRqmis gaumjobesebul saSualebas. teqstis ganlagebis SemoqmedebiTi, originaluri xerxebis gamoyeneba aseve aZlierebs mkiTxvelis yuradRebas. winadadebis sidide. sareklamo teqstebi unda iyos mokle da mkafio. iwerebodes martiv da auditorisaTvis misaReb enaze. informaciuli tevadoba. Tu teqsti gadatvirTulia informaciiT, is mas aZlevs informaciis aRqmas. aRniSnul SemTxvevaSi, is piri, romelic aRiqvams am saxis informacias, SeiZleba uari Tqvas mis gonebriv analizze. am naklovanebis Sekreba SesaZlebelia informaciis grafikuli gadmocemis gziT (grafikebi, piqtogramebi, ilustraciebi). amasTan, informaciis es wyaroebi unda ganlagdes ise, rom moaxdinos yuradRebis akumulireba ZiriTad sareklamo obieqtebze. argumentaciis forma. ganasxvaveben sareklamo argumentaciis ramdenime Tvisobriv formas. tradiciebisadmi mowodeba did zegavlenas

axdens sareklamo obieqtebze. eTikuri normebisa da moralisadmi miwodeba gamoiyeneba im erebSi, sadac aris konservaciuli warmodgenebi moralze. garda amisa, SesaZlebelia, gamoyenebul iqnas racionaluri, empiriuli da logikuri argumentacia. sareklamo gamoTqmebi. reklamaSi, rogorc wesi, gamoiyeneba cnobili sityvebi, iseTebi, rogoricaa: `siaxle~, `kargi~, `ganaxlebuli~, rac bunebrivia, win swevs sareklamo obieqtis Taviseburebebs. amasTan, xSir SemTxvevaSi, am sityvebis teqstSi ganmeoreba iwvevs msmenelis ukureaqcias. reklamis aRTqmisaTvis didi mniSvneloba gaaCnia imas, Tu sad ganlagdeba is. am mxriv, mravalgzis dakvirvebebma cxadyo Semdegi: marjvena Tu marcxena gverdze? eqsperimentebiT dadginda, rom marcxena zeda kuTxeSi ganlagebuli reklama met yuradRebas iqcevs. es dakavSirebulia im tradiciasTan, romlis Tanaxmad, yvelaze prestiJuli reklama, rogorc wesi, sareklamo furclis marcxena zeda kuTxeSi Tavsdeba. sareklamo gverdis dasawyisSi Tu boloSi? unda aRiniSnos, rom sareklamo gverdis dasawyisSi da boloSi, ganTavsebuli reklama gacilebiT ukeT ikiTxeba, vidre SuaSi ganlagebuli. analogiuri situacia iqmneba sareklamo satelevizio gorgolaWis Cvenebis procesSi. rogorc wesi, reklamis gamSvebi cdilobs is ganaTavsos satelevizio gadacemamde da ara SuaSi, rac naklebad efeqturia. didi Tu mcire moculoba? rogorc cdidan dadginda, informaciis matareblebi unda iyos mcire moculobis, amasTan, Sinaarsobrivad martivi, tevadi. ra feris? feri reklamaSi mraval funqcias asrulebs _ is iwvevs garkveul emociebs, gansazRvravs informaciis imijs, zemoqmedebs grZnobebze. feradi reklama emociurad ufro rTulad aRiqmeba, vidre Sav-TeTri, magram Tu sakiTxi exeba informaciaze yuradRebis gaZlierebas, aq saqme gvaqvs sapirispiro movlenebTan. mravalmxrivma gamokvlevebla cxadyo, rom feradi reklamisadmi vizualuri dakvirvebis dro naklebia, vidre Sav-TeTrisadmi, magram mas gaaCnia ufro didi efeqti da ukeT amaxsovrdeba pirovnebas. ra aris reklamaSi umTavresi: argumentebi, faqtebi, atmosfero, emociebi? am kiTxvaze pasuxis gacema arcTu ise martivia. . . saqme imaSia, rom reklamis istoria masze gansxvavebul pasuxs scems da es, upirveles yovlisa, dakavSirebulia reklamis stilTan. XIX saukunis dasasrulsa da XX saukunis dasawyisSi reklamaSi batonobda stili, romlis dasaxelebaa `ratom mainc da mainc~ misi erT-erTi damfuZnebeli e.kenedi [91,c.87]. amtkicebda, rom kargi reklama es, upirveles yovlisa, aris savaWro sawarmoo gadatanili furcelze. XX saukunis ocian wlebSi gavrcelda reklamis axali stili `atmosfero~. am stilis fuZemdeblis T. makmanusis reklama Seiqmna korporacia `jeneral motorzis~ SekveTiT da gamoqveynda mxolod erTxel. saqme imaSia, rom 1914 wels gaiSala konkurentebis farTo sareklamo kompania `jeneral motorzis~ yvelaze ZviradRirebuli avtomobislis `kadilakis~ sawinaaRmdegod. T. makmanusma yovelive amas daupirispira `kadilakis~ sareklamo suraTi warweriT, `SurisZieba liderobisaTvis~. cnobilia, rom lideris pozicia yovelTvis orWofulia, mas yovelTvis ebrZvian. brZola warimarTeba yovelive axlis, winmswrefis mimarTac. amdenad, es reklama kidev erTxel adasturebs imas, rom kadilaks ebrZvian mxolod imitom, rom is kargia. `SurisZieba liderobisaTvis~ arwmunebda auditorias ara

argumentebiT, aramed sagnis irgvliv Seqmnili atmosferoTi. miuxedavad imisa, rom es reklama gamoCnda presaSi mxolod erTxel, man didi zegavlena moaxdina avtomanqanis gasaRebaze. zemoT aRniSnuli am ori stilis sanacvlod ukve 1958 wels gamoCnda axali stili, romelic warmoadgenda am oris hibrids. ase, magaliTad: `rolss-roisis~ imJamindel reklamaSi aRiniSneboda: `manqanaSi, romelic aviTarebs 100 kilometrs saaTSi, yvelaze ufro xmaurobs eleqtronuli saaTi~. qvemoT 19 punqtSi ganmartebuli iyo `ratom mainc da mainc~. aseTma reklamam Tavisi roli iTamaSa. ukve wlis bolos manqanebis gasaReba gaizarda 50%-iT. aRniSnulidan gamomdinare, bunebrivad ibadeba kiTxva: rogor SevarCioT sworad reklamis saSualebebi? upirveles yovlisa, gadamwyveti mniSvneloba eniWeba reklamis Rirebulebas. aq gamoiyeneba Rirebulebis gansazRvris ori meTodi: pirveli reklamis saerTo Rirebulebis gansazRvra da meore reklamis Rirebuleba aTas mkiTxvelze gaangariSebiT. pirvel SemTxvevaSi gaiangariSeba Tu ra jdeba reklama komunikaciis ama Tu im saSualebebiT gamoyenebis procesSi. meore meTodSi Rirebuleba ganisazRvreba formuliT:
reklamis Rirebulebis aTas mkiTreklamis saerTo xarjebi (lari) = xvelze (mayurebelze, msmenelze) gamocemis tiraJi; mayureblis, msmenelis auditoria (aTasi kaci)

vTqvaT, sareklamo gancxadeba gazeTis formatis erT meoTxed gverdze, Rirs 50 aTasi maneTi, JurnalSi 25 aTasi maneTi, maSin reklamis Rirebuleba gazeTSi (C) aTas kacze 5 milion egzempliariT gamocemis SemTxvevaSi Seadgens: 50 000 lari C1= ------------------ = 10; 5 000 aTas kaci xolo JurnalSi (C2) Seadgens 50 man. aTas kacze 500-aTasiani tiraJis SemTxvevaSi. 25 000 lari C1= ------------------ = 50; 500 aTas kaci cxadi xdeba, rom gazeTSi reklamireba ufro efeqtiania, vidre JurnalSi, magram es ase ar aris da imisaTvis, rom SeirCes optimaluri varianti, aucilebelia, gaviTvaliswinoT sxva faqtorebic, aseTia: reklamis Rirebulebis gansazRvra usargeblo auditoriis gaTvaliswinebiT. yvela saxis reklama mimarTulia konkretul momxmarebelze. ase, magaliTad: safinanso reklama pirvel rigSi, miiqcevs ekonomistebis yuradRebas, samSeneblo inJinrebis da sxva. usargebloa is auditoria, romliskenac mimarTulia reklama, magram romlis yuradRebis obieqti igi SeiZleba ar gaxdes. daubrundeT Cvens magaliTs: vTqvaT, Cven mier gamoqveynebul sagazeTo reklamam daainteresa 250 aTasi kaci. darCenili (5000-250=aTasi kaci) Seadgens usargeblo auditorias. Jurnalis SemTxvevaSi, Tu reklamam

daintereseba gamoiwvia 250 aTas kacSi, usargeblo auditoria Seadgens (500-250=250 aTas kacs). aRniSnulidan gamomdinare, reklamis Rirebuleba usargeblo auditoriis gaTvaliswinebiT, Seadgens:
reklamis Rirebuleba usargeb= lo auditoriis gaTvaliswinebiT saerTo danaxarjebi reklamaze miznobrivi auditoria (aTasi kaci)

miznobrivi auditoria = tiraJi (saerTo auditoria) usargeblo auditoria

Cvens SemTxvevaSi reklamis Rirebuleba usargeblo auditoriis gaTvaliswinebiT gazeTisaTvis C1 Seadgens 200 aTas maneTs _ aTas kacze, JurnalisaTvis C2 100 maneTs aTas kacze. 50 000 lari C1= ------------------ = 200; 25 000 aTas kacze 25 000 lari C1= ------------------ = 100; 25 aTas kacze

amdenad, ufro efeqturia JurnalSi gamoqveynebuli reklama. didi mniSvneloba eniWeba reklamis saSualebebis mier auditoriis momcvelobas. vTqvaT, Cveni produqciisaTvis potenciuri bazari Seadgens 1 milion momxmarebels. es niSnavs, rom sagazeTo da saJurnalo reklamiT movicavT bazris 25%-s. amasTan, sagazeTo reklamas gaaCnia is Tavisebureba, rom miuxedavad tiraJisa, erTsa da imave gazeTs `xelidan xelSi~ gadacemis gziT meti momxmarebeli kiTxulobs, vidre es sinamdvileSi dafiqsirebulia tiraJiT. am faqtoris gaTvaliswinebiT, SegviZlia zemoT warmodgenili formulis koreqtireba:
reklamis Rirebuleba aTas mkiTxvelze = reklamis saerTo danaxarjebi tiraJi * informaciis gadacemis sixSire

miznobrivi auditoria = tiraJi * informaciis gadacemis sixSire usargeblo auditoria

aseve didi mniSvneloba aqvs reklamis auditoriisadmi miwodebis sixSires, anu iq igulisxmeba reklamis wakiTxvis Tu naxvis is odenoba, romelic efeqtur zegavlenas axdens miznobriv auditoriaze. vTqvaT, Cvens magaliTSi aseTi cifri Seadgens 3-s, maSin cxadia, rom gazeTi am kriteriumebiT gacilebiT ufro

efeqturi saSualebaa, vidre Jurnali, radgan pirveli yoveldRiuri an yovelkvireuli sixSiriT gamodis, maSin, rodesac Jurnali, rogorc wesi, TveSi erTxel gamoicema. amasTan, unda SevniSnoT, rom Jurnalis SemTxvevSi, aseve, SesaZlebelia, moiZebnos gamosavali Tu sareklamo gancxadebis zemoqmedebis Zalas gavaZlierebT samjer. es miiRweva sxvadasxva gziT. magaliTad: Tu gavadidebT sareklamo informaciis zomas samjer, an movaTavsebT mas Jurnalis dasawyisSi da boloSi, anu Tu gamoviyenebT reklamis gaformebis araodrinalur xerxebs (feradi Srifti, grafikuli gadmocema an sxva). nebismieri reklamis saboloo Sedegi aris pozitiuri ekonomikuri efeqtis miReba, winaaRmdeg SemTxvevaSi reklama SeiZleba CaiTvalos araefeqturad. reklama ganixileba, rogorc marketingis kompleqsuri elementi. sawarmoos saerTo mizanTa kompleqsSi am ukanasknelisagan ganyenebuli ganxilva ar iqneboda marTebuli. reklamis efeqtis Sefasebisas gamoiyeneba mravali meTodi: magaliTad, bazarze reklamis zemoqmedebis Seswavla anketirebis wesiT. es meTodi moiTxovs did danaxarjebs da amitom, praqtikaSi iSviaTad gamoiyeneba. ufro gavrcelebulia ekonometrikuli meTodebi. statistikuri modeli regresiuli analizis meTodis bazarze aris bazris reaqciis martivi funqcia. X=a+bW es modeli gvauwyebs, rom W -sareklamo danaxarjebsa da X-s (gasaRebas) Soris arsebobs wrfivi kavSiri. efeqtianobis SefasebisaTvis praqtikaze gamoiyeneba eqsperimentuli meTodic. am SemTxvevaSi firma arCevs ramdenime gasaRebis bazars, sadac warmoebs erTi da imave sareklamo danaxarjebis kompania. amis Semdgom danaxarjebs reklamaze bazrebis erT mesamedSi amcireben garkveuli procentiT. mag: ormocdaaTi procentiT, meore mesamedSi ki piriqiT, zrdian ormocdaaTi procentiT, mesame nawilSi danaxarjebi ucvlelia. ukanaskneli warmoadgens im sakontrolo maCvenebels, romlis mimarT danaxarjebis Sedareba cxadyofs reklamis efeqtianobas. XIV. 9. dasavleTis bazris Seswavlis specifika sityva `marketingi~ mraval enaSi gamoiyeneba. man saintereso adgili daikava qarTul leqsikonSic. yvela enaze marketingi es aris im sawarmoo da gasaRebis RonisZiebaTa erToblioba, romelic uzrunvelyofs produqciis maRalefqtian realizacias da mogebis zrdas. marketingisadmi arsebobs yvela enaze saerTo midgoma, amasTan, misi realizaciis praqtika sxvadasxva erebSi xalxebsa Tu teritoriebze gansxvavebulia. unda aRiniSnos, rom garkveuli TaviseburebebiT xasiTdeba marketingi dasavleTis bazarzec. dasavleTis firmebis marketingis ganyofielba asrulebs mTel rig funqciebs. maT Soris unda gamovyoT: - bazrebis gamokvleva; - gasaReba da miwodeba; - myidvelTa gadaxdisunarianobis kontroli; - reklama; - miwodebis vadebis dadgena; - miwodebuli saqonlis Semdgomi momsaxureba.

nebismieri firmis finansuri keTildReoba damokidebulia misi produqciis realizaciaze, ukanaskneli gansazRvrulia bazris eqspluataciis SesaZleblobebiT amdenad, marketingi finansebTan erTad firmebSi asrulebs umniSvnelovanes funqcias misi sicocxlisunarianobis SenarCunebis sferoSi. amdenad, firmis saqmianobis yvela sfero akumulirdeba realizaciaSi. aseT urTierTdamokidebulebas firmis warmoebiT da realizaciis funqciebs Soris evropaSi uwodeben `marketing miqss~ (marketing mix). marketingis evropuli koncefcia gulisxmobs Semdeg cnebaTa kompleqss: - ra unda gavyidoT, anu ra unda vawarmooT imisaTvis, rom movaxdinoT misi Semdgomi efeqtiani realizacia; - sad unda gavyidoT, anu rogor unda ganvsazRvroT gasaRebis bazari; - ra xerxebiT unda gavyidoT (sacalo, sabiTumo, vaWrobis gziT, saxlSi miwodebiT Tu sxva); - romel potenciur momxmarebels mivyidoT (qals, kacs, bavSvs Tu sxva asakovan, erovnul, geografiul, Tu politikur jgufs). samarketingo RonisZiebaTa efeqtianobaze dasavleTis qveynebSi metyveleben Semdegi indikatorebi: miRebuli SekveTebi/brunva; miRebuli SekveTebis raodenoba/klientebis raodenoba (Rirebuleba); brunva/arsebuli SekveTebi; brunva/gamyidvelis raodenoba; miRebuli SekveTebi/arsebuli SekveTebi; brunva/mza produqciis maragebi sawyobSi; brunva/klientebis raodenoba; brunva/reklamaciebis raodenoba; sareklamo danaxarjebis brunva. marketingis koncefcia dasavleTis bazarze igeba imaze damokidebulebiT, Tu ra tevadobis aris bazari da ara iqidan gamomdinare, Tu ra raodenobis produqcia SegviZlia, vawarmooT. amdenad, aucilebelia, sakuTriv bazris Seswavla, anu yvela im pirobis analizi, romelsac gaaCniaT mniSvneloba produqciis warmatebuli realizaciisaTvis. amasTan, analizdeba ara mxolod warmoebis wesi, aramed brunvis dro, mogeba, konkurentunarianoba, stailingi (forma da garesaxe) da sxva. bazrebis Seswavla gulisxmobs agreTve momxmareblis yovlismomcvel analizs, misi moqmedebis motivacias, sezonur rxevebs, gamsaReblis organizaciebis SesaZleblobebs da sxva. bazris sistematuri da Tanamimdevruli Seswavla iZleva produqciis gegmazomieri realizaciis saSualebas, xolo gasaRebaze kontroli ki, Tavis mxriv, iZleva firmis sawarmoo simZlavreebis kontrolis dawesebis SesaZleblobas. dasavleTis marketingis koncefciaSi erT-erTi mniSvnelovani sfero aris im faqtorTa analizi, romlebic moqmedeben gasaRebaze. es faqtorebi SesaZlebelia, gaerTiandnen sam jgufSi: saqonlis faqtorebi, sawarmoo faqtorebi da sabazro faqtorebi: _ saqonlis faqtorebs miekuTvneba: -erTgvarovani saqonlis fasis sxvaoba konkurentebis mixedviT; saqonlis urTierTcvalebadobis unari (sxva saqonliT Secvlis SesaZlebloba); - saqonlis pirdapiri da iribi unari (sxva saqonliT Secvlis SesaZlebloba); - saqonlis fasis Sesabamisoba mosaxleobis gadaxdisunarianobasTan; sawarmoo faqtorebi: - mocemuli sawarmos bazarze saerTo mdgomareoba;

- konkurenciis zemoqmedeba sawarmoebze; - sawarmos prestiJi; - sawarmos finansuri SesaZleblobani; - produqciis nomenklaturis saerTo struqtura; - sawarmoo da gasaRebis programebis elastiuroba. sabazro faqtorebi: -bazris saerTo moculoba; -konkurentebis xvedriTi wili bazarze; -moTxovnis elastiuroba; -sabiTumo da sacalo vaWrobis xvedriTi wili. cnobilia, rom dasavleTis bazari xasiTdeba saqonlis siWarbiT. amitomac aris, rom aucilebelia gansxvavebuli midgoma warmoebis saSualebaTa Tu moxmarebis sagnebis bazris analizisadmi. warmoebis saSualebebis bazris analizi moiTxovs specifiur ganaTlebas teqnikur sferoSi. rogorc wesi, aseTi bazrebis gamokvlevas awarmoebs TviT produqciis mwarmoebeli. analizisaTvis gamoiyeneba Semdegi maxasiaTeblebi: bazris saerTo moculoba; moTxovnilebaTa racionaluri ganawileba; konkurentebis raodenoba da maTi xvedriTi wili bazarze; sareklamo saSualebebi da konkurentebis reklama; konkurentebis gasaRebis organizacia; klienturis motivacia; konkurentebis produqciis konstruqciuli Taviseburebani; rentabelobis, xarisxis da fasebis SedarebiTi maCveneblebi. momxmareblis sagnebis gasaRebis programis Sedgenisas, aseve, unda dadgindes yvela is faqtori, romelic iZleva saSualeba, daveufloT bazris aRniSnul segments. aq gansakuTrebula mniSvnelobas iZens konkurentebis moqmedebis TaviseburebaTa Seswavla bazarze. am ukanasknelis dasadgenad, aucilebelia, pasuxi gaeces Semdeg SekiTxvebs: - bazris ra xvedriT wils floben konkurentebi produqciis calkeuli jgufebis mixedviT? - rogoria konkurentebis saqonelbrunva? - ramdenad cnobilia konkurentebis produqcia? - ra safirmo dasaxelebas iyeneben konkurentebi? - rogoria gasaRebis organizaciis sistema? - ra principebi gamoiyeneba gasaRebis procesSi (geografiuli, regionuli Tu momxmareblis jgufebis mixedviT)? - ra raodenobis TanamSromelia dasaqmebuli gasaRebis sferoSi? - fasebis ra politikas iyeneben konkurentebi? - reklamis ra saSualebebi gamoiyeneba konkurentebis mier? - reklama warmoebs sakuTari ZalebiT Tu sareklamo organizaciebis mier? - gamoiyeneba Tu ara produqciis demonstrirebisaTvis gamofenebi? - rogor dgas konkurentebTan klientis momsaxurebis sakiTxi? - rogoria konkurentisaTvis miwodebis vadebi da pirobebi? - rogoria produqciis stailingi? - ra qveynebSi xdeba produqciis eqsporti? - rogoria eqsportis xvedriTi wili calkeuli qveynebis mixedviT? - vin gamoiyeneba produqciis realizaciis procesSi sazRvargareT: adgilobrivi agentebi Tu firmis warmomadgenlebi?

rogoria konkurentebis qveynebs Soris politikuri da ekonomikuri urTierTobani? calkeuli konkurentebis SemTxvevisaTvis rasakvirvelia icvleba SekiTxvaTa nusxa miuxedavad amisa, saorientacio gasaRebis programis Camoyalibebis aucilebloba asaxulia am kiTxvebSi. marketingis meTodika bazrebis Seswavlis procesSi gulisxmobs ramdenime meTodis kompleqsur gamoyenebas. aseTia: fsiqologiuri, momxmareblis moqmedebis motivaciis Seswavlis da sxva. momxmareblis motivaciis Seswavla warmoebs ori mimarTulebiT: pirvel SemTxvevaSi swavloben momxmareblis qcevis motivebs produqciis yidvis procesSi; meore SemTxvevaSi ki ganisazRvreba, Tu ra saSualebebiT aris SesaZlebeli, movaxdinoT zemoqmedeba momxmarebelze, raTa man Seisyidos produqcia. adamianis moqmedebis motivebis Seswavlas mivyavarT iseT mecnierebamde, rogoricaa fsiqologia. cnobilia, rom moqmedebis motivacia es aris im faqtorTa naerTi, romelic ubiZgebs adamians garkveuli moqmedebisaken. rogorc adamiani iokebs SimSils Wamis procesSi, aseve myidvelic ikmayofilebs moTxovnebs saqonlis SeZenis dros. amasTan, unda SevniSnoT, rom adamiani yidulobs iseT sagnebsac, romlebic misTvis saziano an miuRebelicaa. magaliTad: Tambaqos an Tundac, Zlier sasmelebs. am SemTxvevaSi, misi moqmedebis motivi gansazRvrulia sazogadoebaSi dadgenili qcevis socialuri normebiT. amdenad, am sagnebis SeZeniT adamiani cdilobs, moipovos sazogadoebrivi individualoba, prestiJi an nonkorformizmi. adamianis qcevis umravlesoba nakarnaxevia misi Sinagadi fsiqologiuri daZabvis ganmuxtvis aucileblobiT. sagnebis SeZeniT is cdilobs, miiRos Sinagani energiis xarjvis SesaZlebloba. amasTan, unda SevniSnoT, rom myidvelTa moqmedebis motivebi xSirad iracionalurni arian. vTqvaT, adamians unda, iyidos ufro Zvirad Rirebuli avtomobilis modeli, magram mas amis materialuri SesaZlebloba ar gaaCnia. aRniSnul SemTxvevaSi, Semakavebel faqtorad gvevlineba adamianis materialuri mdgomareoba. imisaTvis, rom ukeT gaverkveT qcevis motivebSi, aucilebelia, gavigoT misi moqmedebis mizezebi. am mizniT unda davadginoT calkeuli fsiqologiuri faqtorebi. amisaTvis gamoiyeneba Semdegi meTodebi: - funqciuri; - dinamikuri; - funqciuri analizi. funqciuri meTodi aRniSnul meTodis arsi bazris imaze, rom ar SegviZlia ganvsazRvroT is, Tu ratom yidulobs esa Tu is pirovneba konkretul produqcias (vTqvaT, avtomobils), an ratom yidulobs adamians produqcias saerTod (anu saerTod, avtomobils). aRniSnuli sakiTxis Seswavlisas, aucilebelia, gaviTvaliswinoT yvela is garemoeba, romelic zemoqmedebs mocemuli gadawyvetilebebis miRebaze. vTqvaT, gvinda SevimuSavoT Tambaqos axali nawarmis marketinguli koncefcia. amisaTvis aucilebelia, davadginoT, Tu rodis eweva adamiani Tambaqos, rodis yidulobs mas, ra grZnoba eufleba mowevis SemTxvevaSi, ra stailings aniWebs is upiratesobas.

xSirad, adamianis mier sruliad iracionaluri fsiqologiuri motivebi gamoiyeneba ama Tu im saqonlis Sesyidvisas. ase, magaliTad: firmam mimarTa marketingis samsaxurs, rom ukanasknels daedgina Tu rogor SeiZleboda aluminis kasris gasaRebis gadideba, rkinis kasrebTan SedarebiT. moqmedi faqtorebis Seswavlam cxadyo, rom miuxedavad simsubuqisa da Jangbadisadmi medegobisa, momxmarebeli upiratesobas aniWebda rkinis kasrs, radgan simZimis gamo, qmnida ufro saimedos iluzias. dinamikuri meTodi adamianis qcevis motivebis saerTo proncipebis Seswavla drois mocemul momentSi ar iZleva saSualebas, ganvsazRvroT am motivTa cvlis tendencia garkveuli periodis Semdgom. aRniSnulidan gamomdinare, aucilebeli xdeba drois faqtoris gaTvaliswineba da misi misadageba adamianis qcevis prognozisadmi. aRsaniSnavia, rom dinamikuri faqtori moicavs, rogorc istoriul, aseve sazogadoebriv aspeqtebsac. adamianis qceva icvleba ara marto asakis cvlasTan erTad, aramed istoriul, socialur WrilSi. Tavisi cxovrebis xangrZlivi periodis ganmavlobaSi, adamiani icvlis Sexedeulebebs, gemovnebas. amdenad, imisaTvis, rom ganvWvritoT moTxovnilebaTa cvlis tendencia, aucilebelia vicodeT, Tu ra motivi edo adamianis qcevas safuZvlad sagnis pirveladi moxmarebis procesSi/ ase, magaliTad: Tambaqos nawarmis gayidvis axali samarketingo koncefciis Seswavlisas aucilebelia vicodeT, Tu ra grZnobebi edo safuZvlad adamianis mier pirveli sigaretis mowevis procesSi da ra mniSvnelobas iZenda Tambaqos moweva cxovrebis sxvadasxva etapze. rodesac vswavlobT saojaxo biujetis cvlis tendencias drois sxvadasxva istoriul monakveTSi, aucilebelia, vicodeT, Tu upiratesad ra sagnebis SeZenas axmarda biujets esa Tu is ojaxi. funqciuri analizis meTodi am meTodis mixedviT, adamianis qcevebs safuZvlad udevs meoradi motivebi, anu qcevis motivacia mniSvnelovnad ganisazRvreba. im motivebiT, romlebic TviT adamianisaTvis ucnobia. rogorc mravaljeradma cdebma daamtkica, momxmareblis qceva, rogorc wesi, iracionaluria, anu man TviTon ar icis Tu ra edo safuZvlad mis gadawyvetilebas konkretuli produqciis SeZenis procesSi. Jenevis marketingis institutis mier mravalgzis Catarebulma eqspertebma kidev erTxel daadastura adamianis gadawyvetilebaTa iracionalizmis Sesaxeb damkvidrebuli azri. ase, magaliTad: gamokiTxvisas respodentTa didma nawilma aRniSna, rom maTTvis sapnis yidvisas mTavari aris suni, feri, forma da aromati. amasTan, eqsperimentis procesSi respodentTa umravlesoba qvecnobierad afasebda am sarecxi saSualebis wonasac, Tumca arc erT maTgans amis Sesaxeb araferi aRuniSnavs. amdenad, eqsperimentma cxadyo, rom myidvelTa umravlesobis moqmedebis motivacia sarecx saSualebebTan mimarTebaSi iracionaluria. isini afasebdnen produqciis wonasac, romelsac saerTo ara aqvs am prodiuqtis samomxmareblo TvisebebTan. igive iracionaluri motivebi udevs safuZvlad warmoebis saSualebaTa yidvas. aRsaniSnavia, rom satvirTo avtomanqanebis yidvisas,

momxmareblebi ufro met yuradRebas aqceven formas da stailings, vidre Zravis simZlavres. amdenad, zemoT CamoTvlili magaliTebi metyveleben imaze, rom produqciis SemuSaveba unda iwyebodes momxmareblis qcevis motivis SeswavliT. moqmedebis motivacia bevrad aris damokidebuli adamianis Sinagan daZabulobaze, romlis ganmuxtvis obieqti xdeba nayidi produqti. adamianis fsiqologiuri ganwyobis zemoqmedebis done moqmedebis motivaciaze aRwerilia ernest dizteris wignSi, `samefo survilebis strategia~ [100,c.152]. avtorma warmoadgina samarketingo koncefciis Taviseburebani citrusebis realizaciiT dasaqmebuli sawarmoebisaTvis. amocana mdgomareobda imaSi, rom gaerkviaT is grZnobebi, romlebic eufleba myidvelis forToxlisa da greifrutis daxlze naxvis procesSi. eqsperimentSi warmodgenili iyo sxvadasxva socialuri statusis mqone oTxi jgufi, romelTac proporciulad miewodaT informacia am xilis Sesaxeb. sportsmeni, romelic sauzmobda dilis xuT saaTze; axalgazrda, mdidari qalbatoni, romelsac sauzme sawolSi miewodeboda 11 saaTze; diriJori, romelsis sauzmobda samsaxurSi 11 saaTsa da 30 wuTze da buRalteri, romelic sauzmobda dilis 7 saaTze axlomdebare restoranSi. as respodents daesva SekiTxva, romeli am socialuri jgufis warmoamdgenlebidan amjobines sauzmeze forToxlis, an greifrutis wvens? Sedegi iyo aseTi (procentebSi): forToxali sportsmeni axalgazrda qali diriJori buRalteri 76 38 29 85 greifruti 24 62 71 15

aRniSnuli eqsperimenti cxadyofs, rom forToxlis wvens upiratesobas aniWbs is adamiani, romelic muSaobis procesSi did energias xarjavs, xolo greifruts upiratesobas aniWebs danarCeni kategoria. amdenad, `socialuri statusis~ mixedviT Catarebulma am eqsperimentma cxadyo, rom forToxali iwvevs asociacias: mziani, dinamikuri, siCqare, bevri. xolo greifruti: mxiaruli, inteleqtualuri, neli. yvela es maCvenebeli gaxda safuZveli sareklamo strategiis SemuSavebisaTvis. Tu forToxali iwvevs simxiarulis asociacias, greifruti civi gansjis asociaciis elementebis matarebelia. aRniSnuli saxeobis eqsperiments didi mniSvneloba gaaCnia samarketingo strategiis fsiqoanalitikuri gansjisaTvis. amdenad, fsiqoanalitika xdeba amosavali substancia samarketingo gadawyvetilebaTa miRebisaTvis. adamianis fsiqologiuri ganwyoba bazarze did rols TamaSobs produqciis gasaRebis strategiis dadgenisaTvis. evropis qveynebSi uSualod mwarmoeblebi am tipis problemebs eZaxian, isini farTo Seswavlis obiqti xdeba mxolod specialistebisaTvis, romelTa mozidva xdeba warmoebaSi. XIV. 10. gasaRebis programa dasavleTis marketingSi gasaRebis programa dasavleTis bazarze aris biznesis mniSvnelovani komponenti. gasaRebis programis SemuSaveba gulisxmobs im produqciis nomenklaturisa da asortimentis dadgenas, romelic SemdgomSi daeqvemdebareba Sidabazarze Tu sazRvargareT realizacias. did zegavlenas

axdens gasaRebis programis fromirebaze im faqtorebis gaTvaliwineba, romlebic arsebiT zegavlenas axdens produqciis realizaciaze. aseTebs miekuTvneba fasebis swori politika sawarmos mxridan. nakeTobis maRali samomxmareblo Tvisebebi dakavSirebulia maRal fasTan, amasTan, unda gaviTvaliswinoT, rom im adamianTa ricxvi, romelTac SeuZliaT am produqciis SeZena, dasavleTis bazarze mcirea, anu maTze modis minimaluri sabazro segmenti. amitomac aris, rom dasavleTis firmebi, romelTac sakmaod maRali avtoriteti aqvT, samomxmareblo bazarze uSveben ZviradRirebulTan erTad iseT produqciasac, rogoricaa: sanTebelebi, saaTebi, qisebi da sxva. aRsaniSnavia isic, rom imisaTvis, rom am firmebma SeinarCunon sicocxlisunarianoba, aucilebelia sakmaod didi Tanxebis dabandeba produqciis reklamasa da stailingSi. cnobilia, rom dasavleTis momxmareblebi advilad iTviseben cvlilebebs modaSi. amitomac aris, rom gasaRebis programa orientirebuli unda iqnes bazris majiscemaze. amdenad, sarealizacio produqciis nomenklatura, miuxedavad misi SesaZlo maRali sasicocxlo ciklisa, unda ganicdides mudmiv ganaxlebas. gasaRebis programis mniSvnelovani komponentia gasaRebis wyaroebis swori dadgena. aRsaniSnavia, rom dasavleTis bazarze miRebulia gasaRebis eqvsi ZiriTadi wyaro, esenia: -pirdapiri gasaReba; - direqtor-marketingi; - telefon- marketingi; -iribi gasaReba; - intensiuri gasaReba; -seleqciuri (SeRweviTi) gasaReba. pirveli saxeobis gasaRebis procesSi myardeba warmoebis pirdapiri kavSiri realizaciis obieqtebTan an uSualod momxmareblebTan. rogorc wesi, aseTi gasaRebis forma miRebulia warmoebis saSualebebisaTvis, Tumca ar gamoricxavs moxmarebis sagnebis realizacias. gansakuTrebiT is miRebulia im dasavleTis warmoebisaTvis, romlebic vaWroben katalogebiT. magaliTad: mas farTod iyenebs dasavleTgermanuli firma `nekermani~ an `kveli~. amave formas uaxlovdeba direqtor-marketingi. direqtor-marketingi es aris klientebTan muSaobis pirdapiri forma. maTTan urTierToba gasaRebis obieqtebze, maRaziebSi, supermarketSi. amdenad, warmoebis ama Tu im ganyofilebis mesveurebi Rebuloben pirdapir informacias uSualod realizaciis adgilebSi. dasavleTis firmebSi farTod gamoiyeneba urTierToba telefonis meSveobiT. es metadre martivi da efeqturi formaa. iribi gasaRebis procesSi farTod gamoiyeneba distributorebis qseli, anu saqonlis vaWroba Suamavlebis gamoyenebiT. es forma efeqtiania im warmoebebisaTvis, romlebic xasiTdeba produqciis swrafi da didi partiebiT gasaRebis aucileblobiT. intensiuri gasaRebis meTodi gulisxmobs am procesSi yvela SesaZlo da arsebuli wyaros Cabmas. aq igulisxmeba rogorc msxvili savaWro sawarmoounivermaRi, supermarketebi, specializebuli prestiJuli maRaziebi, aseve mewvrilmane vaWrebic. am meTodis upiratesoba mdgomareobs imaSi, rom aq gamoiyeneba sakmaod mWidro savaWro qseli. am procesSi sirTuleebi warmoiSoba imasTan dakavSirebiT, rom Znelia TiToeuli savaWro obieqtebis gadaxdisunarianobis zusti kontroli.

seleqciuri gasaRebis dros im organizaciebis raodenoba, romlebic CarTulia am procesSi, winaswar SeirCeva gamomdinare iseTi faqtorebidan, rogoricaa: klienturis xasiaTi da msyidvelobiTi unari, momsaxurebis done da remontis SesaZlebloba, personalis mzadyofnis xarisxi da sxva. es meTodebi gamoiyeneba mxolod maSin, rodesac personals sWirdeba gansakuTrebuli momzadeba. gare gasaRebis organizaciiT dasaqmebulia an sawarmoos TanamSromlebi (kimovoiaJorebi) an savaWro agentebi (savaWro warmomadgenlebi), romlebic Rebuloben procents yvela savaWro SeTanxmebidan. aseTi organizaciis forma imiT aris efeqturi, rom am agentebis anazRaureba moyvanilia SesabamisobaSi gasaRebis reJimTan. dasavleTis firmebi aseTi agentebis saqmianobis stimulirebisaTvis, maTi Semosavali gnisazRvreba ara marto gasaRebis procentis, aramed sawarmos mogebis procentis mimarTac. aseTi meTodika iwvevs maTi dainteresebis mniSvnelovan zrdas mogebiT, rac TviT warmoebisaTvis momgebiania. Sinagani gasaRebis organizacia SesaZlebelia aigos ori ZiriTadi principiT: teritoriuli an produqciis saxeobebis mixedviT. produqciis saxeobebis mixedviT vaWrobis organizacia gamoiyeneba maSin, rodesac produqciis nomenklatura gansxvavebulia asortimentiT da es moiTxovs gamsaReblis damatebiT codnas am sferoSi. dasavleTis firmebisaTvis gasaRebis procesSi didi mniSvneloba eniWeba misi saeqsporto programis Sedgenas. eqsporti es aris damoukidebeli gasaRebis saqmianoba sazRvargareTis qveynebSi, romelic iTxovs damatebiT codnas. misi organizacia xdeba, rogorc teritoriuli niSnis, aseve produqciis saxeobebis mixedviT. aRsaniSnavia, rom dasavleTis qveynebis umravleosba damokidebulia sagareo vaWrobaze. ase, magaliTad: iseTi qveyana, rogoricaa Sveicaria, romelsac ar gaaCnia sakuTari sasargeblo wiaRiseuli, mTlianad aris damokidebuli sagareo vaWrobaze. sagareo vaWrobis ZiriTadi principebis da organizaciuli SesaZleblobebis ganxilvas mieZRvna meore Tavi. amitomac aq Cven SevexebiT am urTulesi problemis mxolod zogierT aspeqts. eqsportis organizaciis procesSi dasavleTis firmebi yuradRebas amaxvileben iseT sakiTxebze, rogoricaa: - eqsportis TaviseburebaTa gaTvaliswineba; - safinanso sakiTxebSi kompetenturoba; - dasavleTis bazrisadmi sakuTari produqciis misadageba; - dasavleTis momxmareblebTan muSaobis organizacia; - damatebiTi warmoebis organizacia; - gasaRebis organizaciis swori SerCeva; - warmomadgeblobebis muSaobaze kontroli; saeqsporto saqmianobaSi aucilebelia, mwarmoeblis mier ar iqnes daSvebuli daugegmavi danaxarjebi da zarali. aRniSnuli saxeobebis danaxarjebi SesaZlebelia warmoiSvas, Tu: -zedapirulad iqna Seswavlili momxmareblis msyidvelobiTi unari. ar iqna mopovebuli sakmarisi informacia im bankebis Sesaxeb, romlebTanac is TanamSromlobs. - daSvebul iqna uzustoba kontraqtis gaformebis procesSi; - ar iqna sakmarisad Seswavlili mocemuli qveynis saeqsporto-saimporto operaciebis wesebi, misi savaluto angariSebis sistema;

ucnobia informacia saimporto kvotebis, sabaJo da sxva gadsaaxadebis Sesaxeb; - arasakmarisad aris Seswavlili uSualo molaparakeba klientTan, aucilebelia, miviRoT Semdegi saxeobis sabanko obieqturi monacemebi: - vis ekuTvnis firma; - bankis ra minimalur Tanxamde iTvleba is gadaxdisunarianad; - rogor asrulebs is Tavis valdebulebebs. dasavleTis qveynebSi aseTi saxis informacia SesaZlebelia mopovebul iqnes an Cvens partnior an nebismier msxvil bankSi da is atarebs konfidencialur xasiTs. amasTan, arsebobs specializirebuli organizaciebi, romlebic klientis davalebiT, moipoveben da gaaanalizeben, aseTi saxeobis informacias mag.: `dan end bretstriti~, `kreditreformi~ da sxva. rogorc wesi, yvelaze avtoritetul firmasTan dasavleTSi urTierToba iwyeba akreditivis safuZvelze. sazRvragareTis klientebTan urTierToba moiTxovs masTan mudmiv kavSirs, rac gamoixateba: momxmarebelTan SexvedraSi, molaparakebebSi, azris gagebaSi da sxva. yovelive amas Tan unda axldes intensiuri sareklamo politika. molaparakebebis Semdgom aucilebelia, werilobiT dadasturdes miRebuli gadawyvetileba. evropuli biznesis etiketi moiTxovs, rom pasuxi gaigzavnos teleqsiT ori, xolo werilis saxiT aTi dRis ganmavlobaSi. ucxoel partniorTan molaparakebis mTeli procesi unda aRnusxul iqnes saqmis warmoebis saxiT. saqmiani miwer-mowera, rogorc wesi, warimarTeba inglisur enaze. werili unda iyos informaciatevadi, konkretuli da mokle. marketingis saeqsporto ganyofilebis TanamSromlebma enasTan erTad, yuradReba unda miaqcion partnioris qveynis kulturasa da istorias, radgan es evropaSi iTvleba prestiJis Jestad, amasTan, aRniSnuli codnis gareSe Znelia, gaigo partnioris reaqcia an ganWvrito misi Semdgomi moqmedeba. saeqsporto operaciebis warmoebis procesSi mizanSewonilia, mowveul iqnes adgilobrivi gamsaRebeli organizaciebi e.w. kommivoiaJorebi, radgan ukanasknelebma ukeT ician vaWrobis adgilobrivi pirobebi, wes-Cveulebebi, bazari, kanonmdebloba da sxva faqtorebi. amasTan, aucilebelia am organizaciebis mudmivi kontrolis organizacia, gansakuTrebiT safinanso uzrunvelyofis sferoSi. kontrolis moqmedebis masStabebi SeiZleba iyos gansxvavebuli. is aucilebelia, ganxorcieldes, rogorc firmis muSakebze, aseve damoukidebel gamsaReblebze. firmis muSakebze kontroli gasaRebis sferoSi gacilebiT martivia, vidre damoukidebeli gamsaReblebisa. saerTo am orive sferosaTvis aris is, rom gamoyeneba kontrolis miznis anazRaurebis sistema Sesrulebuli samuSaos an gasaRebis produqciis mixedviT. qvemoT mogvaqvs im blankebis nimuSebi, romlebic gamoiyeneba dasavleTis qveynebSi gasaRebis ganyofilebis TanamSromlebis an firmis damoukidebeli warmomadgenlobis kontrolis mizniT (ix. cxrili 2,3,4,5) cxrili #15 sakontrolo blanki individualuri gamyidvelis an warmomadgenlobis mixedviT. saqonlis an saqonelTa jgufis dasaxeleba.
Tveebi 1 2 a warmomadgeneli an gamyidveli b g d e v z Tanxa

3 I kvartali 4 5 6 I naxevarweli wlis bolomde

cxrili #16 warmomadgenlebi saqonlis mixedviT warmomadgeneli /qveyana

Tveebi 1 2 3 I kvartali 4 5 6 I naxevarweli wlis bolomde 1 saqonlis jgufi 2 3 4 5 6 Tanxa

dasavleTis qveynebSi arsebobs gamyidvelebis an firmis warmoadgenlebis fuladi stimulirebis sxvadasxva sistema, romelic Seesabameba mxareebis interesebs. am mxriv, sainteresoa komisuiri anazRaureba, romelic pirdapir kavSirSi imyofeba im brunvis sididesTan, romelsac uzrunvelyofs gamyidveli an warmomadgenloba. firmis gasaRebis muSakebisaTvis gamoiyeneba fiqsirebuli minimumis sistema. ganasxvaveben aseT Sromis anazRaurebis or saxes. pirvel SemTxvevaSi, gamyidveli Rebulobs fiqsirebul minimalur anazRaurebas saqonlis brunvisagan damoukideblad. meore SemTxvevaSi ki minimaluri anazRaureba muSakebs eZlevaT yovelTviurad, garda amisa, isini Rebuloben danamats, romelic dadgenilia procentulad gasaRebuli produqciis mimarT.

cxrili #17

warmomadgenlebisa da qveynebis mixedviT warmomadgeneli/qveyana

dro gegma 1989 w. faqtiuri gasaReba 1989 w. faqtiuri gasaReba 1988 w. w. gegma 1989 faqtiuri gayidva 1989 w. faqtiuri gayidva 1988 w.

faqtiuri gayidva 1989 w. gadaxda %-Si

ianvari Tebervali marti aprili maisi ivnisi ivlisi agvisto seqtemberi oqtomberi noemberi dekemberi I kvartali II kvartali III kvartali IV kvartali I naxevarweli II naxevarweli

aRniSnuli saxeobis anazRaurebis sistemam gavrceleba hpova sezonur dargebSi. anazRaurebis am sistemis dadebiTi mxare aisaxeba imaSi, rom ZiriTadi xelfasi garantirebulad eZleva muSaks, xolo muSaobis xarisxobrivi maCveneblis mixedviT uwesdeba damatebiTi xefasis aucilebeli minimumi. dasavleTis qveynebSi gamoiyeneba damatebiTi stimulirebis sakmaod saintereso formebi. ganvixiloT zogierTi maTgani: sainteresoa wrfivi kosmiuri danamatis forma.

cxrili #18

gamyidvelis yoveldRiuri kontrolis blanki

gamyidveli gvari raioni # 1 2 3 Sesrulebuli samuSao Sexvedra baton. . .firmis warmomadgenelTan. . . molaparakeba reklaciis Taobaze Sexvedra baton. . . firmis warmomadgenlebTan. . . Cveni winadadebebis gadacema Sexvedra baton. . . firmis warmomadgenlebTan. . . saqonlis fasdaklebis sakiTxis ganxilva sul: ricxvi drois danaxarjebi

gamyidveli Rebulobs savaWro brunvisagan garkveul fiqsirebul procentebs. es forma martivi da efeqtiania. amasTan, mas gaaCnia rigi naklovanebebisa. maRali brunvis SemTxvevaSi, gamyidvelebi Rebuloben sakmaod did anazRaurebas, gacilebiT mets, vidre xelmZRvaneli rgolebis muSakebi, rac iwvevs koleqtivebSi garkveul daZabulobas. maRali anazRaureba TavisTavad iZleva stimuls brunvis gasadideblad, rac rig SemTxvevaSi ukanasknelis Semcirebis mizezi xdeba. sainteresoa degresiuli komisiuri anazRaurebis sistema. am SemTxvevaSi gamyidveli Rebulobs garkveul procents, romelic brunvis zrdasTan erTad mcirdeba. ase, magaliTad: 10 aTas dolarze 6%, Semdgom 10 aTasiT zrdis SemTxvevaSi 5% da a.S. am sistemis SemTxvevaSi aucilebeli optimaluri brunva sawarmosaTvis fiqsirdeba. garda amisa, is ar iZleva saSualebas anazRaurebis maqsimalurad zrdisa, radganac is koleqtivebSi antagonizmis aRmocenebis safuZveli xdeba. progresuli sakomisio anazRaurebis sistema. misi arsi mdgomareobs imaSi, rom gasaRebis moculobis proporciulad izrdeba sakomisio danamatis moculoba gamyidvelis Sromis anazRaurebaSi. amdenad, es iwvevs gamsaReblebis did dainteresebas Sromis SedegebiT, radgan danamatis procenti aris progresuli, warmoebas SeiZleba Seeqmnas siZneleebi gasaRebis procesis winmswrebi tempebidan gamomdinare, rac ukanasknelis disharmonizaciiT aris nakarnaxevi. dasavleTis bazarze kargi avtoriteti moipova sakomisio danamatis sistemam mogebis safuZvelze, romelsac udidesi aRmzrdelobiTi mniSvneloba gaaCnia. am sistemis dadebiTi mxare mdgomareobs imaSi, rom rogorc mwarmoeblebi, aseve gamsaReblebi TavianT saqmianobas ageben erTi saerTo miznis safuZvelze. es mizania, mogebis maqsimumizacia. am SemTxvevaSi produqciis gamsaReblebi cdiloben moaxdinon ara saqonlis mTliani realizacia, aramed gaasaRon mxolod is produqcia, romelic iZleva did mogebas. dasavleTis bazrze gadamwyvet mniSvnelobas iZens savaWro partnioris sakiTxi, anu vin unda warmoadginos Cven mier damzadebuli produqcia bazarze. amdenad, mniSvnelovania savaWro agentebis an firmawarmomadgenlebis SerCeva. mas win uwsrebs detaluri analizi. analizis procesSi unda dadgindes Semdegi sakiTxebi:

-bazris ra segmenti uWiravs mocemul firmas? - warmoadgens Tu ara mocemuli firma bazarze konkurentunarians? - rogoria am firmis sagadasaxado balansi? - reputacia gaaCnia firma-agents bazarze? (Tu is awarmoebda iaffasiani produqciis gasaRebas, mas udavod gauWirdeba ZviradRirebuli saqonlis realizacia). - rogoria firma-agentis struqtura? bazarze axali saqonlis danergvis procesSi mizanSewonilia gamoyenebul iqnes axalgazrda, energiuli, arcTu ise didi masStabebis mqone firma. SedarebiT mcire qveynebSi sakmarisia erTi aseTi warmomadgenlis arseboba. amiT mniSvnelovnad martivdeba, rogorc kontrolis, aseve reklamis procesebi. did qveynebSi firma-warmomadgenlobebi iqmneba an saqonlis saxeebis an teritoriuli niSnis mixedviT. teritoriuli niSnis mixedviT firmawarmomadgenlebis ganlageba mizanSewonilia im qveynebSi, romlis mosaxleobas gaaCnia Tvisebrivi gansxvavebani. magaliTad, belgiaSi mosaxleobis nawili saubrobs flamandiurad, meore nawili ki frangulad, amitomac bunebrivia, rom aucilebeli xdeba am qveyanaSi iseTi warmomadgenlebis SerCeva, romlebic kargad icnoben am qveynis mosaxleobis fsiqikas, ganwyobas, tradiciebs da sxva aucilebel niSnebs. es problema ufro garTulebulia afrikis qveynebSi an indoeTSi, sadac am faqtorebis garda, arsebobs mkveTri regionaluri gansxvavebanic. agentebis SerCeva aris umniSvnelovanesi faqtori. amitomac yuradReba unda mieqces warmomadgenlis pirad Tvisebebs, ganaTlebas, xasiaTs, finansur mdgomareobas. mas Semdeg, rac agenti SerCeulia, did mniSvnelobas iZens masTan im iuridiuli dokumentis gaformeba, romelic gaxdeba ormxrivi partnioruli urTierTobis safuZveli. aseT dokuments warmoadgens saagento xelSekruleba savaWro agentebTan an firma-warmomadgenlebTan. am sakiTxis gadawyvetisas raime siCqarem an daufiqreblobam SesaZlebelia migviyvanos seriozul finansur zaralTan. aseTi xelSekrulebis Sedgenis Taviseburebani gansxvavebulia qveynebis mixedviT. amitomac aris, rom aucilebeli xdeba mocemuli qveynis kanonmdeblobaSi arsebuli gansxvavebebis gaTvalisiwineba. amasTan, am saqmianobaSi mizanSewonilia mowveul iqnes adgilobrivi gamocdili iuristi. am xelSekrulebis moqmedebis drois gansazRvis procesSi unda gaviTvaliswinoT, metad xanmokle dro ar aZlevs agents imis saSualebas, rom srulyofilad Seiswavlos samomxmareblo bazari, amasTan, drois gaxangrZliveba dakavSirebulia komerciul riskTan. cxadia, rom saagento xelSekrulebaSi gadamwyveti mniSvneloba eniWeba sakomisio danamatis odenobas, unda ganisazRvros iseTi mniSvnelovani sakiTxebic, rogoricaa: - saqonlis ra jgufebze aris dadebuli mocemuli tipis xelSekruleba ( sawarmoos srul saeqsperto produqciaze an mxolod mis nawilze); - rogor nawildeba reklamaze danaxarjebi eqsportiorsa da agents Soris (dasavleTSi ZiriTadi sareklamo saSualebebi Sedis eqsperioris danaxarjebSi); - sawyobSi maragnamentebis minimaluri da maqsimaluri moculoba; - sagarantio samuSaoebis Catarebis da saTadarigo nawilebis momaragebis wesi; - saagento-firmebisaTvis Tavisi warmomadgenlobebis gaxsnis ufleba da sxva.

rig SemTxvevaSi aucilebeli xdeba im YTaviseburebebis gaTvaliswineba, romelic gaaCnia ama Tu im qveynis sagadasaxado, Sromis anazRaurebisa da sxva kanonmdeblobebs. ase, magaliTad: rig qveynebSi sakomisio danamatis odenoba fiqsirebulia. aseT SemTxvevaSi mizanSewonilia, agents mieces fiqsirebuli sakomisio danamati, xolo danarCeni gadairicxos mis pirad angariSze qveyana-eqsportioris teritoriaze ganlagebul bankSi. qvemoT moyvanilia saagento xelsekrulebis tipiuri forma, romelic qveyanaSi arsebuli obieqturi pirobebidan gamomdinare, SesaZlebelia moiTxovdes koreqtivebs. xelSekruleba warmomadgelobis Sesaxeb (saagento xelSekruleba) 1. Cven. . . ganiWebT Tqven. . . upirates uflebas warmoadginoT da moaxdinoT Cven mier warmoebuli produqciis realizacia teritoriaze (SemdgomSi warmomadgenlis teritoria). . . 2. Tqven valdebulni xarT, warmoadginoT Cveni firmis produqcia komerciuli keTisindisierebis, urTierTpativiscemis safuZvelze, amasTan, am xelSekrulebiT dadgenil vadebSi uari TqvaT konkurentebis produqciaze. xelSekrulebis moqmedebis mTeli periodis ganmavlobaSi valdebuli xarT gai TvaliswinoT Cveni miTiTebebi da daeqvemdebaroT direqtivebs. kisrulobT valdebulebas ar gamoaqveynoT komerciuli saidumloeba. 3. komerciuli SeTanxmeba CaiTvalos ZalaSi Sesulad mxolod Cveni werilobiTi an faqsiT dasturis SemTxvevaSi. Tanxebis inkasoze gadayvanis ufleba gvaZleva mxolod Cven. 4. klientebTan miwer-moweras uzrunvelvyofT Cven, xolo gzavnilTa miwodebas Tqven. konkretuli miwer-moweris aslebi klientebTan Tqveni mxridan unda gamogvegzavnos. 5. TveSi erTxel, aucilebelia, warmogvidginoT sruli angariSi bazarze arsebuli mdgomareobisa da fasebis dinamikis Sesaxeb. 6. gevalebaT mocemul teritoriaze saqminobis aqtivizacia da angariSebis drouli uzrunvelyofa. 7. vkisrulobT valdebulebas, movaxdinoT angariSsworeba Semdegi wesiT: sakomisio danamati safraxto Semosavli da bazris koniunqturis mixedviT saqonelze ganacxadis miRebis DSemTxvevaSi. fasis dadgenilze zemoT awevis SemTxvevaSi sxvaoba ganawildeba Tanabrad. sakomisio danamati gaicema Tanxebis Cvens angariSze Caricxvis dros. sakomisio danamati gaicema kvartalSi erTxel. saerTo danaxarjebis (mivlinebebi, safosto gzavnilebani) agreTve piradi danaxarjebis anazRaureba ar xdeba. 8. arsebul xelSekrulebaSi yvela cvlileba SeiZleba CaiTvalos namdvilad, Tu igi dadasturebiulia werilobiT. 9. mocemuli xelSekruleba Sedis ZalaSi. . . da moqmedebs. . . winaswari gafrTxileba moqmedebis Sewyvetis Sesaxeb ar warmoebs. orive mxares eZleva ufleba, xelSekrulebis darRvevis SemTxvevaSi Sewyvitos misi moqmedeba. 10. Tu xelSekrulebis romelime punqti garemoebaTa gamo, SesaZlebelia, CaiTvalos Zaladakargulad, es ar moqmedebs mis danarCen pirobebze. 11. aRniSnuli xelSekruleba Sedgenilia Semdegi sakanonmdeblo aqtis. . . safuZvelze. yvela sadao sakiTxs ganixilavs sasamarTlo.

evropuli eqsporti imiTac gansxvavdeba Sinagani brunvisagan, rom eqsportiori Sedis axal ekonomikur garemoSi, romelic misTvis sruliad ucxoa, amitomac, bunebrivic aris da logikuric, rom igi Seicavs riskis garkveul elementebs. ganasxvaveben riskis Semdeg saxeebs: komerciuls da politikurs. komerciuli moicavs: -bazarze saqonlis realizaciasTan dakavSirebul risks; - tvirTebis gadazidvasTan dakavSirebul satransporto risks; -myidvelis gadaxdisunarianobasTan dakavSirebul risks; -savaluto kursebis cvlilebasTan dakavSirebul risks; politikuri moicavs: - qveyanaSi importis SezRudvasTan dakavSirebul risks; - qveynis arastabilur politikur mdgomareobasTan dakavSirebul risks; - qveyanaSi valutis konvertirebis, an mis gatanasTan dakavSirebul risks. zogierTi saxeobis riskis zemoqmedebis Serbilebis mizniT, mizanSewonilia, misi gadacema sxva organizaciebisaTvis. magaliTad, saqonelze fasebis awevis riski SeiZleba daekisros eqspeditors. saqonlis danakargebTan dakavSirebuli riski sadazRvvevo kompanias. rig dasavleTis qveynebSi funqcionirebs specialuri sadazRvevo bankebi an sadazRvevo sazogadoebebi, romlebic awarmoeben saqonlis dazRvevis politikuri riskis mixedviT. ase, magaliTad : avstiaSi am saqmianobas axorcielebs `kontrolbanki~,germaniaSi sadazRvevo sazogadoeba `germesi~. sxva saxeobis riskebis SezRudvis mniSvnelovan wyaros warmoadgens saeqsporto kontraqtebSi saqonlis miwodebisa da realizaciis pirobebis gaTvaliswineba. aRsaniSnavia, rom saeqsporto kontraqtebi SesaZlebelia, daidos zepiri an werilobiTi formiT. yidva-gayidvis saerTaSoriso kontraqti unda moicavdes im poziciebs, romlebic SeTanxmebis obieqti xdeba. esenia: - xarisxi; - raodenoba; - fasi; - miwodebis dro; - kontraqtis realizaciis adgili an obieqti; - reklamaciebi; - angariSsworebis wesi; - sagarantio vada; - jarimebi; - davis garCevis wesi. yidva-gayidvis xelSekruleba samarTlebrivad warmoadgens ormxriv Tanxmobas. komerciuli TvalsazRisiT ki, igi eqsportisa da importis riskis SezRudvis mniSvnelovani wyaroa. aRniSnuli saxeobis xelSekruleba mizanSewonilia iyos werilobiTi da detalizebuli. xelSekrulebis werilobiTi forma SesaZlebelia iyos: -werilis, telefaqsis an teleqsis imeilis saxiT, sadac warmodgenilia mxaris mxolod dasturi; detalizebuli: kontraqtis saxiT, sadac asaxulia yidva-gayidvis yvela piroba. kontraqti formdeba sam egzempliarad. erTi imyofeba gamyidvelTan, ori myidvelTan, romelTaganac ukanaskneli erTs abrunebs xelmowerili saxiT.

kontraqti Sedgeba ori nawilisagan. pirvelSi asaxulia eqspo-rtioris valdebulebani. masSi Cawerilia Semdegi monacemebi: -produqciis xarisxis maCveneblebi; - raodenobrivi maCveneblebi; -saqonlis fasi; -miwodebis pirobebi; -miwodebis adgili da dro. kontraqtis meore nawilSi warmodgenilia importioris valdebu-lebani: - saqonlis miRebis pirobebi; - angariSsworebis wesi da sxva. ganvixiloT, ufro detalurad eqsportioris zogierTi valdebu-lebani: produqciis xarisxi SeiZleba ganisazRvros Semdegi gziT: - saqonlis vizualuri daTvalierebiT (SemowmebiT) kontraqtis xelmoweramde; - saqonlis sruli aRwerilobis SeswavliT dokumentaciis mixedviT (upiratesad, gamoiyeneba warmoebis saSualebebis SemTxvevaSi); - samrewvelo standartebisadmi Sesabamisobaze dayrdnobiT (Din, OENORM da sxva). produqciis xarisxis saerTaSoriso standartebisadmi Sesabamisobis gansazRvrisaTvis arsebobs Semdegi samarTlebrivi SesaZleblobani: `yidva winaswari daTvalierebiT~ - gulisxmobs saqonlis daTvalierebas mis Sesyidvamde; `Sesyidva biTumad~ - aRniSnul SemTxvevaSi saqonlis didi partia Seisyideba biTumad, xolo gamyidveli ar agebs pasuxs xarisxze. `Sesyidva nimuSis mixedviT~ - winaswar xdeba SeZenili nimuSis samomxmareblo Tvisebebis Sefaseba; `Sesyidva winaswar dadgenili xarisxis maCveneblis mixedviT~ - aRniSnul SemTxvevaSi, winaswar dgeba xarisxis standarti da fasdaklebis SesaZlo normebi misi darRvevisaTvis. ganvixiloT Semdegi magaliTi. vTqvaT, kontraqtiT gaTvaliwinebulia 100 tona spilenZis madnis miwodeba, romlis fasia 120 dolari erT tonaze, spilenZis Semcveloba madanSi kontraqtiT unda Seadgendes 99%-s. Tu gamyidvelis mier miewodeba saqoneli, romelSic spilenZis Semcveloba 99,5%-ia, maSin fasi ganisazRvreba formuliT: 120.99,5 = 120,61 erT tonaze 99 fasis dadgenas kontraqtSi gadamwyveti mniSvneloba eniWeba. msoflioSi aRiarebuli praqtikiT, fasi an SeiZleba winaswar dafiqsirdes an daSvebul iqnes misi Semdgomi cvla. meore SemTxveva gamoiyeneba maSin, rodesac fasze zemoqmedebas axdens ramdenime faqtori, romelTa moqmedebis done ar SeiZleba winaswar ganisazRvros. aseT faqtorTa ricxvSi gadamWreli mniSvneloba eniWeba xelfass da nedleulisa da masalebis Rirebulebas. ganvixiloT konkretuli magaliT; Carxis saeqsporto fasis gansazRvris procesSi gadamWreli mniSvneloba eniWeba danaxarjebs xelfasze (TiTqmis 40% saerTo danaxarjebisa maTze modis) da nedleulsa da masalebze (20%). fasi am SemTxvevaSi udris: F x R (40 + 40 + 10 ) f= ( 100 x R

sadac: f aris fasi miwodebis dRisaTvis; f fasi kontraqtis xelmoweris dRisaTvis; x xelfasi miwodebis dRisaTvis; x- xelfasi kontraqtis xelmoweris dRisaTvis; R nedleulis Rirebuleba miwodebis dRisaTvis; R- nedleulis Rirebuleba kontraqtis xelmoweris dRisaTvis. vTqvaT, kontraqtis xelmoweris dRidan Carxis miwodebamde xelfasi icvleba 120-dan 150 dolaramde, xolo nedleulis Rirebuleba 500-dan 600 dolaramde, maSin Carxis fasi izrdeba 14%-iT im pirobiT, rom sabazro fasi kontraqtis xelmoweris dRisaTvis Seadgens 100 aTas dolars. 100000 150 600 (40 + 40 + 20 ) 100 120 500 1000 dolars (40%+50%+24% = 114000 dolari, anu fasis momateba Seadgens 14%-s. fasebSi yovelgvari cvlilebani ganisazRvreba Sesabamisi msoflio aRniSvnebiT. ganasxvaveben maT sam saxeobas: hausse(aweva), baiss (daweva) an hausse- baiss (awev-daweva) . `hausse~ - SemTxvevaSi sabazro fasis nebismieri zomis gadideba iwvevs gasayidi fasis awevas. ,,baiss~-is SemTxvevaSi sabazro fasis nebismieri zomiT Semcireba iwvevs gasayidi fasis dawevas. ,,hausse- baiss~ - warmoadgens pirveli oris kombinacias. ganvixiloT fasebis cvla ,,hausse~ pirobis dacviT, Semdegi magaliTiT: vTqvaT, miwodebis dRisaTvis 99 t. spilenZis madanSi spilenZis Semcveloba Seadgens 99%-s. sabazro fasi aris 15000 avstraliuri Silingi, amasTan, sabazro fasi Seadgenda 14500 Silings. 99.15000=1485000 Silings tonaze imisaTvis, rom SevzRudoT riskis faqtori kontraqtSi, aucilebelia ganvsazRvoT : - vin axdens saqonlis gadazidvebis organizacias ; - vin aanazRaurebs danakargebs saqonlis ganadgurebis an gafuWebis SemTxvevaSi. am funqciebis ganawileba gamyidvelisa da myidvels Soris warmoebs saerTaSoriso savaWro pirobebis `inkoTerms-is~ safuZvelze, romelsac saerTaSoriso savaWro palata adgens. aRsaniSnavia is garemoeba, rom arsebobs saerTaSoriso savaWro SeTanxmebaTa sakmaod didi odenoba. isini qveyndeba yovelwliurad saerTaSoriso savaWro palatis periodul gamocemebSi. `inkoTermsi~ Tanabrad anawilebs risks, danaxarjebs da pasuximgeblobas, rogorc gamyidvelis, aseve myidvels Soris. sainteresoa isic, rom es pirobebi pirvelad iSva amerikaSi da gavrcelda mTeli evropis qveynebze, xolo maTi aRmoceneba dakavSirebuli iyo sakanonmdeblo sistemaSi arsebul im sxvaobasTan, romelic am qveynebs Soris arsebobs. garda amisa, `inkoTermsis~ sistemis irib funqciebSi Sedis: -saeqsporto formebisa da saxeobaTa unifikacia; - saqonlis uzrunvelyofa dazRveviT; -valdebulebaTa Sesrulebis Sesaxeb informaciis meore mxarisaTvis warmodgena;

- xarisxis kontroli standartifikacia. `inkoTermsis~ wesebs aqvs Zala Tu isini aris GgaTvaliswinebuli kontraqtiT an Tu ukanasknelSi mieTiTeba, rom `mocemuli kontraqti eyrdnoba `inkoTermsis~ pirobebs~. amasTan, kontraqtSi SesaZlebelia es pirobebi arc iyos gaTvaliswinebuli, an mocemuli iyos nawilobriv. ganvixiloT `inkoTermsis~ ZiriTadi pirobebi: 1. `Ex works~ - (`franko qarxana mimwodebeli~ an `mimwodebeli qarxnidan~). aRniSnuli piroba metyvelebs imaze, rom gamyidvelis valdebulebaa, gasces saqoneli Tavisi warmoebidan an sawyobidan. am pirobidan gamomdinare, cxadia, rom gamyidveli ar agebs pasuxs saqonlis gadazidvaze. amdenad, is ukanasknelisaTvis pasuxismgeblobis da riskis faqtorTa minimaluri elementebis matarebelia. 2. `FOB (free on board) - `gemis franko borti~). saqonels gamyidveli miawodebs myidvels winaswar SeTanxmebul portSi. amdenad, gamyidveli agebs pasuxs saqonelze manam, vidre is gadalaxavs gemis borts daniSnulebis portSi. am pirobiT gamyidvelis valdebulebebSi Sedis: - moaxdinos saqonlis gadazidva gemze; - warmoadginos saeqsoporto licenzia da gadaixados yvela saeqsporto gadasaxadi; - miiRos konosamenti (anu gemis kapitnis dasturi, rom saqoneli udanakargod da dazianebis gareSe aris gadaziduli bortze); - gaiRos yvela danaxarji dakavSirebuli gemidan saqonlis gadmozidvasTan daniSnulebis portSi. myidveli valdebulia: - miawodos gemi kontraqtiT dadgenil vadebSi gamyidvels; - gadaixados gemis fraxtis safasuri; - gadaixados saqonlis gadmotvirTvis yvela danaxarji; 3. `free caries (`saqonlis miwodeba eqspeditor-myidvelis mier daniSnul adgilas~). es pirobebi ZalaSia im SemTxvevaSi, rodesac gamoiyeneba transportis Tanamedrove nairsaxeobani, vTqvaT, konteinerebi. isini gansxvavdeba `FOB~-is pirobebisgan imiT, rom saSuamavlo funqcias asrulebs saeqspeditoro firma. aRniSnul SemTxvevaSi gamyidveli valdebulia: - miawodos saqoneli eqspeditors myidvelis mier daniSnul adgilze: - gaaformos saeqsporto licenziebi da gadaixados saeqsporto gadasaxadi; - miiRos sabuTi eqspeditoris mier saqonlis miRebis Sesaxeb. gamyidveli valdebulia: - dainiSnos eqspeditori; - moaxdinos gadazidvebis organizacia da gadaixados danaxarjebi. 4. `FOR/FOT~ (`free on rall/free on truck -`franko vagoni/ satvirTo avtomobili~. am pirobis SemTxvevaSi gamyidveli valdebulia: - miawodos saqoneli rkinigzas da uzrunvelyos misi vagonSi datvirTva; - gadasces myidvels satransporto dokumentebi da angariSi; - miawodos gamyidvels informacia daniSnulebis adgilis Sesaxeb, gadaixados, dafraxtvis fuli; - miiRos gamyidvelisagan satransporto dokumentacia da angariSebi;

- miiRos saeqsporto licenziebi da gadaixados saeqsporto gadasaxadi. 5. FOB airport (`franko aeroporti~). aRniSnuli piroba ar gansxvavdeba FOB is pirobisagan. is miuTiTebs, rom gamyidvelma unda miawodos saqoneli aeroports. saqonlis gafuWebis an ganadgurebis riski gamyidvels exsneba aeroportSi, saqonlis wardgenisTanave. gamyidveli valdebulia: - miawodos saqoneli aeroports da gadasces aviakompanias an eqspeditors, romelic gansazRvrulia kontraqtiT; - moaxdinos aviatransportiT uzrunvelyofa. myidveli valdebulia: - uzrunvelyos tvirTis miReba aviakompaniis an eqspeditoris mier; - miiRos informacia aviatransportiT uzrunvelyofis Sesaxeb. 6. ,,FAS (,,free alongside ship fas-s, `franko gemis bortis gaRma~). im pirobis SemTxvevaSi gamyidveli valdebulia miitanos da ganalagos saqoneli gemis bortis gaswvriv, amasTan, mas ekisreba gadatvirTvis valdebuleba. FOB-is pirobebisagan gansxvavebiT, gamyidvelma unda ganaxorcielos yvela saeqsporto formula. gamyidveli valdebulia: - miawodos saqoneli gems da ganalagos is misi bortis gaswvriv; - miiRos eqsportiorisagan aucilebeli dokumentacia. myidveli valdebulia: - dainiSnos eqspeditori an SearCios gemi; - daazRvios gemi; - miiRos saeqsporto licenzia da gadaixados saeqsporto gadasaxadi. 7. ,,CAF (,,cost and freight kaf ,,Rirebuleba da fraxti). gamyidveli valdebulia: -moaxdinos saqonlis gadazidvis organizacia da aanazRauros danaxarjebi daniSnulebis adgilamde; -miiRos saeqsporto licenzia da gadaixados saeqsporto gadasaxadi; -miawodos myidvels angariSi da konosamenti; -gadaixados saqonlis datvirTva-gadmotvirTvis xarjebi. myidveli valdebulia: -miiRos saqoneli, konosamenti da angariSi; -SesaZlebelia damatebiT Setanil iqnes gadmotvirTvis danaxarjebSi maTi anazRaureba myidvelis mier. am SemTxvevaSi, aRniSnul pirobas emateba piroba CIF (Ianded) `gadmotvirTvasTan erTad~. 8. CIF (,,cost, insrance, freight) `saqonlis Rirebuleba, dazRveva, dafraxtva~. es piroba praqtikulad emTxveva ,,CAF is pirobas im gansxvavebiT, rom mas emateba gamyidvelis mier saqonlis sazRvao dazRveva. gamyidveli valdebulia: -moaxdinos transportirebis organizacia da gadaixados daniSnulebis portamde safraxto gadasaxadi; -miawodos saqoneli gems; -miiRos saeqsporto licenziebi da saeqsporto gadasaxadi -dazRvios saqoneli; -miawodos myidvels angariSi, konosamenti, sadazRvevo polisi; -aanazRauros datvirTva-gadmotvirTvis danaxarjebi. myidveli valdebulia: - miiRos saqoneli, konosamenti, angariSi, sadazRvevo polisi;

nawilobriv gadaixados gadmotvirTvis danaxarjebi Tu es gaTvaliswinebulia xelSekrulebiT. 1. ,,Freight/carriage paid to (`fraxti gadaxdilia daniSnulebis adgilamde~). aRniSnuli piroba msgavsia CAF-isa im gansxvavebiT, rom saqonlis gafuWebis an ganadgurebis danaxarjebi gadadis myidvelze an eqspeditorze. gamyidveli valdebulia: -moaxdinos gadazidvebis organizacia da gadaixados safraxtr safasuri daniSnulebis adgilamde: -miawodos saqoneli eqspeditors; -gadaixados saeqsporto gadasaxadi da moipovos licenzia; -miawodos myidvels angariSi da satransporto dokumentebi. myidveli valdebulia: -miiRos saqoneli eqspeditorisagan. 10. ,,Freight/carriage and insurance paid to (,,fraxti da dazRveva gadaxdilia adgilamde. es piroba emTxveva zemoT miTiTebul pirobas im gansxvavebiT, rom aq gamyidvelma unda moaxdinos saqonlis dazRveva transportirebis mTeli manZilis ganmavlobaSi. gamyidveli valdebulia: -gadaixados transportirebis safasuri da moaxdinos misi organizeba; -gadasces saqoneli eqspeditors; -miiRos saeqsporto licenzia da gadaixados saeqsporto gadasaxadi; - daazRvios saqoneli gzaSi, gadasces myidvels angariSi, satransporto dokumentebi, sadazRvevo polisi. -myidveli valdebulia: - sadazRvevo polisis, satransporto dokumentebis da angariSis gacnobis Semdeg miiRos saqoneli. 11. ,,EX ship (`gemidan~). aRniSnul SemTxvevaSi, gamyidveli valdebulia, gadasces saqoneli myidvels gembanze daniSnulebis gemsadgurSi. amdenad, gamyidveli agebs pasuxs saqonelze daniSnulebis portamde. gamyidveli valdebulia: - uzrunvelyos saqonlis gadazidva daniSnulebis portamde; - warmoudginos myidvels yvela sabuTi saqonlis gadmotvirTvamde; - miwodos myidvels zusti informacia gemis portSi Sesvlis Sesaxeb. myidveli valdebulia: - miiRos saqoneli daniSnulebis portSi; - gadaixados saqonlis gadmotvirTvisaTvis danaxarjebi; - miiRos saimporto licenziebi da gadaixados gadasaxadi. rig SemTxvevaSi sazRvao portebis gadatvirTvis mizeziT gemi kviris an Tvis ganmavlobaSi ver Sedis mis sadgomze. amitomac aris aucilebeli kontraqtSi gaTvaliswinebul iqnes demeredJis danaxarjebi da maTi anazRaurebis wesi. 12. ,,Delivered at frontier (`saqoneli miwodebulia sazRvarze~). avtotransportiT an rkinigziT saqonlis miwodebis SemTxvevaSi es piroba metadre efeqturia da is gulisxmobs, rom gamyidvelis valdebulebaSi Sedis, miitanos produqcia sabaJomde. gamyidveli valdebulia: - miitanos produqcia sabaJomde; - warmoadginos yvela zednadebi dokumenti da gadasces is myidvels.

myidveli valdebulia: -miiRos saqoneli sazRvarze; miiRos yvela saimporto licenzia da gadaixados sabaJo gadasaxadi. 13. ,,Delivered duty paid (`miwodebulia, gadasaxadi gadaxdilia~). gamyidveli valdebulia: - miawodos saqoneli daniSnulebis adgilas; - gadaixados saimporto licenziis da gadasaxadi Rirebuleba; - gadasces myidvels yvela aucilebeli dokumenti saqonlis misaRebad. myidveli valdebulia: - miiRos saqoneli daniSnulebis adgilas. aRsaniSnavia, rom aq moyvanilia `inkoTermsis~ pirobebis nawili. amasTan, es pirobebi, rogorc wesi, icvleba. zusti informacia `inkoTermsis~ pirobebSi cvlilebebis Sesaxeb qveyndeba saerTaSoriso savaWro palatis periodul gamocemebSi. mniSvnelovanias saeqsporto fasis gaangariSeba. Sinaarsobrivad saeqsporto da Sidasabazro fasebs Soris raime arsebiTi gansxvaveba ar arsebobs. gansxvaveba SeiZleba iyos raodenobrivi, aq gasaTva-liswinebelia is garemoebac, rom saeqsporto fasSi Sedis is danaxarjebi, romlebic iTvaliswinebs marketingis saeqsporto strategiis komponentebs. saeqsporto fasis dadgena pirdapir kavSirSi imyofeba sawarmos rentabelobasTan, rameTu im dadebiTi danaxarjebis gaTvaliswineba, romlebic Sevlen produqciis sxva qveyanaSi gatanis fasSi, dakavSirebulia sirTuleebTan da garkveulwilad, riskTan. axal samomxmareblo bazarze Sesvlis SemTxvevaSi eqsportiori valdebulia, ara marto SeinarCunos konkurentuli fasi, aramed produqciis bazarze aprobaciis mizniT, daswios kidevac is. amitomac aris, rom mwarmoebeli xSirad awydeba Semdegi rigis problemebs: - SeiZleba Tu ara is SeinarCunos rentabelobis maRali done produqciis gare bazarze gatanis SemTxvevaSi? - ramdenad SesaZlebelia gaiyidos produqcia im fasSi, rom Tundac daifaros masze gaweuli yvela pirdapiri danaxarji? rogorc wesi, saeqsporto bazarze Sesvlis SemTxvevaSi, mwarmoebeli pirvel etapze ayenebs amocana-minimums, romelic mdgomareobs pirdapiri danaxarjebis dafarvaSi. Tumca es rasakvirvelia, uaryofiTi tendenciaa, radganac is orientirebulia mxolod bazridan konkurentebis gamoZevebaze da praqtikulad, ara Soreul perspeqtivaze. iribi danaxarjebis dafarvis da damatebiTi mogebis miRebis gareSe, eqsportiori ver aiTvisebs mocemuli bazris segmentebs, is SesaZlebelia bazris am nawilSi gamagrdes mxolod droebiT. aRsaniSnavia, rom saeqsporto produqciis kalkulaciis formaluri sqema naklebad gansxvavdeba Sidakalkulaciisagan. sxvaoba Cndeba eqsportze, damatebiT danaxarjebSi. aq Sedis: - gamyidvelisa da warmomadgenlis sakomisio danaxarjebi; - transportirebis danaxarjebi; - dafinansebaze danaxarjebi; - dazRvevaze danaxarjebi; - saqonlis SefuTvis damatebiTi danaxarjebi; - gauTvaliswinebeli danaxarjebis rezervebi; - kontraqtis, serTifikatis da sxva dokumentebis gaformebis danaxarjebi.

+ + + + = +

Tu gaviTvaliswinebT im garemoebas, rom saeqsporto fasi, rogorc wesi, gamomdinareobs `inkoTermsis~ pirobebidan, SesaZleblad migvaCnia kalkulaciis im pirobiTi sqemis warmodgena, romelic Zireulad gansxvavdeba Sidakalkulaciisagan. winaswari TviTRirebuleba+sawarmoo mogeba+= qarxanamimwodeblis fass (Ex works). danaxarjebis gadazidvaze rkinigzis sadgurebamde; danaxarjebi eqspeditorze; saqonlis dazRvevaze; vagonSi CatvirTvis danaxarjebi. fasi `franko rkinigzis vagoni~ ((For/Fot) dafraxtva sazRvramde.

= fasi `franko sazRvari~ (delivered at frontier) + fraxti daniSnulebis adgilamde. = fasi `fraxti daniSnulebis adgilamde, portamde~ (Freight carriage paid to) + danaxarjebi portSi (gadmozidva, sawyobis danaxarjebi, eqspeditoris sakomisio, damatebiTi danaxarjebi: teleqsi, faqsi, forsta). = franko porti miRebis fasi. +danaxarjebi dokumentebze. +danaxarjebi konosamentze. + sazRvao fraxti. = daniSnulebis portis fasi (CIF) + dazRveva. + daniSnulebis portSi gadmotvirTvis danaxarjebi. + saimporto gadasaxadi. = fasi franko-myidveli gadasaxadebis gaTvaliswinebiT (delivered duty paid). saeqsporto fasSi sakmaod maRali xvedriTi wili modis sabaJo gadasaxadze. aRsaniSnavia, rom evropis qveynebis mixedviT, sabaJo gadasaxadi araerTgvarovania da yvela saxelmwifos aqvs ufleba. is daareguliros misi Sexedulebebis Sesabamisad. amasTan, evropaSi sabaJo gadasaxadebis saerTo principebi gamomdinareobs sistemidan, romelic cnobilia, `briuselis saerTaSoriso sabaJo gadasaxadis~ saxiT. dasavleTis qveynebSi sabaJo gadasaxadi meryeobs 0-dan 30%-mde. evropis qveynebSi amas emateba gadasaxadi damatebiT Rirebulebaze da rig saqonelze aqcizebic. satransporto danaxarjebSi Sedis yvela danaxarji qarxanamimwodeblebTan daniSnulebis adgilebamde `inkoTermsis~ kontraqtiT gaTvaliswinebuli. dafinansebis danaxarjebSi Sedis: akreditivebi, sabanko garantiebi, inkasoebi da sxva sabanko momsaxurebasTan dakavSirebuli danaxarjebi. miuxedavad imisa, rom SesaZlebelia kalkulaciis Sedgena produqciis warmoebisa da realizaciis yvelaze miaxloebuli pirobebidan gamomdinare, yvela saxeobis danaxarjebis gaTvaliswineba saorientacio fasis dadgenisas metadre rTulia, amitomac aris, rom gaiTvaliswineba danaxarjTa rezervi.

bazrebis Seswavlis procesSi didi mniSvneloba aqvs imas, Tu ra zomiT meryeobs fasi. damwyebi eqsportiorisaTvis, rasakvirvelia, ar aris mizanSewonili im bazarze SeRweva, sadac aris samomxmareblo produqciis simravle, konkurenciis maRali done da uaxloes perspeqtivaSi ar aris mosalodneli fasebis dawevis tendencia. XIV. 11. dizaini da SefuTva dasavleTis bazarze saqonlisaTvis samomxmareblo Tvisebebis miniWeba bevrad aris damokidebuli samrewvelo dizainze. dizainis istoria metad sainteresoa da dakavSirebulia kacobriobis ganviTarebis ama Tu im etapTan, romlis mixedviTac, saxelmwifos politikuri funqciebis cvla iwvevda saqonlis samomxmareblo TvisebebSi cvlilebas, rac aisaxeboda samrewvelo dizainSic. ase, magaliTad: jer kidev XV-XVII saukuneebSi evropis kontinentze ganuwyvetelma omebma, win wamoswia mxedrebis SeiaraRebis sakiTxi, fari da Subi gaxda yoveli meomari mamakacis aucilebeli atributi da siZlieris simbolo. TandaTan warmoebis ganviTarebasTan erTad, fari da Subi sabrZolo daniSnulebasTan erTad iZenda axal funqcias, is xdeba ceremonialuri, ritualuri sargeblianobis mqone sagani. amitomac aris, XV-XVI saukunis evropis sabrZolo iaraRebis nimuSebSi Cven vxvdebiT mooqrovebas, Zvirfasi qvebiT moWedvas da sxva SemTxvevebs. kacobriobis nebismier istoriul monakveTze adamiani miiltvoda yofiTi sagnebisadmi silamazis, mimzidvelobis miniWebisaTvis, xolo XIX saukunis bolos da XX saukunis dasawyisSi am saqmeSi aqtiurad Caebnen samrewvelo xelovanebi da mxatvrebi. XX saukunis gariJraJze teqnikuri progresis ganviTarebam gaamwvava konkurencia saerTaSoriso bazarze. momxmarebeli produqciis samomxmareblo TvisebebTan erTad aqtiurad moiTxovda maRal esTetikur Tvisebebs. amitomac iyo, rom ukve meore msoflio omis Semdgom samrewvelo dizaini Camoyalibda, rogorc damoukidebeli dargi, romlis ZiriTadi funqcia gaxda momxmareblis materialuri, funqciuri, kulturuli, fsiqologiuri, esTetikuri moTxovnebis gaTvaliswineba. samrewvelo dizaini moicavs yvela im urTierTkavSirebs, romelic SeiZleba arsebobdes adamiansa da nakeTobas Soris. es niSnavs, rom misi kvlevis sagani aris ara sagnebis urTierTdamokidebuleba, aramed maTTan adamianis urTierTkavSiri. urTierTdamokidebulebis analizisaTvis am dargSi specialistebi iyeneben adamianis fsiqo-fiziologiuri gamokvlevebis Sedegebs. maTi mizania, maqsimalurad iqnes gaTvalisiwnebuli sagnebis formis Sesabamisoba maT funqciur datvirTvasTan. samrewvelo dizainis amocanis dasmis procesSi specialistebi ganixilaven Semdeg sakiTxebs: - ra moTxovnebs unda akmayofilebdes mocemuli nakeToba? - ra meTodebiT SeiZleba dakmayofildes es moTxovna? - rogor unda gamoiyurebodes nakeToba, rom is Seesabam,ebodes Tanamedroveobis standartebs? - ra teqnikuri saSualebebi arsebobs sakeTobis gasaformeblad? - ra axal Tvisebebs SeiZens nakeToba gaformebis Semdgom?

nobis konstruirebis procesSi, aucilebelia, gaviTvaliswinoT, rom misi forma damokidebulia mis funqciebze da momxmareblis moTxovnebi gansazRvraven, rogorc formas, aseve funqciebsac. am mimarTebaSi adamianis moTxovniTA Seswavlas awarmoebs orimecniereba: antoprometria da ergonomika, romelic gansakuTrebulad ganviTardnen 40-iani wlebis bolos da dRes gaxdnen samrewvelo dizainis Sesaxeb mecnierebis ganuyofeli atributebi. antropometria Seiswavlis adamianis sxeulis da misi calkeuli nawilis zomas da funqciebs. is aseve Seiswavlis adamianis anatomiur, fiziologiur, fsiqologiur aspeqtebs. am mecnierebam Seqmna samrewvelo dizainis samecniero baza. aRsaniSnavia, rom samrewvelo dizaini flobs ra informacias adamianis sxeulis zomebis Sesaxeb, axdens momavali produqciis dagegmvas am faqtorebidan gamomdinare, magram es sakmarisi ar aris. aucilebelia, gaviTvaliwinoT is garemoebac, rom saerTaSoriso marketingSi sxvadasxva erebis saSualo antropometriuli maCveneblebi gansxvavebulia, ris Sesabamisadac unda daigegmos warmoeba. ase, magaliTad : cnobilia, rom iaponelebi ufro patara zomis arian, vidre- evropelebi. amitomac aris, rom iaponiaSi realizebuli manqanebis standartebi gansxvavebulkia evropaSi realizebulisagan. adamianis zomebis Sesaswavlad gamoiyeneba mravali meTodi. magaliTad, natropometris (specialuri xelsawyo, romliTac izomeba adamianis sxeuli an misi calkeuli nawili) gamoiyeneba, an adamianis fotosuraTis proeqcia specialur Sablonze da sxva. ergonomika Seiswavlis adamianis energiis danaxarjebs, moZraobis kanonzomierebas, Sromis processa Tu Sromis nayofierebas. is gvaZlevs amomwurav informacias imis Sesaeb, Tu ra fsiqologiur, fiziologiur an anatomiur cvlilebebs ganicdis adamiani Sromis procesSi. ergonomikis gamoyenebis areali sakmaod farToa, dawyebuli samuSao adgilis organizaciidan, damTavrebuli samrewvelo dizainiT. ergonomikis gareSe SeuZlebelia produqciis mecnieruli konstruireba. ase, magaliTad: axali avtomaqanis warmoebis Seiswavleba adaminis sxeulis moZraobaze moqmedi faqtorebi misi marTvis procesSi, iseTi, rogoricaa: reqciis siswrafe, manZilis aRqmis unari, qveda kidurebis moZraoba damuxruWebis procesSi da sxva. adamians aqvs unari gaakontrolos manqanis moZraoba mxolod im SemTxvevaSi, Tu masze ganlagebulia samarTav mowyobilobaTa misTvis dasaSvebi raodenoba. maTi optimaluri ganlageba da gaformeba Sedis samrewvelo dizainis amocanaSi. arsebiT zegavlenas am procesze axdens ergonomika. samrewevlo dizaini axali nakeTobis kontruirebis procesSi did yuradRebas aqcevs mis formas. ase, magaliTad : sarecxi saSualeba SeiZleba warmogvidges, rogorc Txevadi nivTiereba an fxvnili. formis SerCevis procesSi, upirveles yovlisa, ganTavsebulia momxmareblis moTxovnebi da nakeTobis saorientacio Rirebuleba. samrewvelo dizainis gansazRvris procesSi gasaTvalisiwnebelia isic, Tu visze aris is orientirebuli: masobriv momxmarebelze, Tu individualur pirovnebaze. amasTan dakavSirebiT, aRsaniSnavia, rom Tanamedrove samyaroSi arian mravlad is adamianic, romelTaTvisac ZviradRirebuli sagnebis SeZena maTi socialuri mdgomareobis damadasturebelia. avtomanqanebi, saaTebi, avtokalmebi, rigi momxmareblisaTvis `statusis~ komponentebis matarebelia, isisni pirdapir Tu iribad gamoxataven maT sazogadoebriv mdgomareobas. es aris e.w. `statusis sagnebi~, romelTac myidveli iZens misi upiratesobis

dasamkvidreblad sazogadoebriv sferoSi. rac Seexeba teqnikur nawarms, misi garesaxeoba unda Seesabamebodes teqnicizmis maRal moTxovnebs. aviRoT Tundac magnitofoni. masSi sxvadasxva tipis Rilakebis simravle tolfasi xdeba maRali teqnikuri Tvisebebisa. samrewvelo dizainSi didi mniSvneloba eniWeba feris sakiTxs da Tumca Cven am problemaze zemoT nawilobriv SevCerdiT, mainc unda aRiniSnos, rom feri adamianis fsiqikaze zemoqmedebis uebari saSualebaa. yoveli adamianisaTvis feri asrulebs individualuri gamaRizianeblis rols, asocirdeba abstraqtul TvisebebTan. aRsaniSnavia, rom feri rig SemTxvevaSi dasavleTis firmis individualuri niSnis matarebelia. ase, magaliTad : germanuli kosmetikuri firma `nivea~ nakeTobebSi iyenebs ferebis TeTr-lurj Sefardebas. ferebios gamoyenebas saqonlis mikuTvnebis gamosaxatavad didi mniSvneloba gaaCnia, radganac dRevandel supermarketebSi Znelia saqonlis simravleSi, SeirCes sasurveli firmis produqcia. feri nawarmSi asrulebs ara marto esTetikur, aramed gamafrTxilebel funqciasac. ase, magaliTad : manqanaSi wiTeli feris naTurebi miuTiTeben teqnikuri mowyobilobis gaumarTaobaze, an safrTxeze. feri asrulebs SerCeviT funqciasac. ase, magaliTad : satelefono kabelebSi feradi gradaciebis gareSe praqtikulad SeuZlebeli gaxdeba maTi teqnologiuri SeerTeba. feri aris nakeTobis prestiJulobis aRmniSvnelic. ase, magaliTad : naturaluri tyavis feri tyavfexsacmlis warmoebaSi an naturaluri xis feri avejis warmoebaSi metyvelebs maT bunebriv warmoSobaze, rac dakavSirebulia ufro maRal fasTan. fers SeuZlia saqonelSi Seqmnas SedarebiT mdgradobis StabeWdilebac. magaliTad : teqnikuri nawarmis SeRebva liTonisfrad qmnis saimedoobis STabeWdilebas. imas, Tu ra zegavlenas axdens esa Tu is feri adamianis fsiqikaze da ra fsiqoemociur gancdebTan aris is dakavSirebuli, kargad asaxavs sqema #2. sqema #2 feri, rogorc samrewvelo dizainis komponenti
feri mxedvelobiT-mgrZnobelobiTi aRqmis simboloebi

manZili lurji mwvane wiTeli vardisferi yviTeli yavisferi melnisferi Soreuli --axlos Zalian axlos axlos Zalian axlos _-

temperatura civi neitraluri Tbili Zalian Tbili --neitraluri Tbili

sulieri mdgomareoba mSvidi Zalian mSvidi gaRizianebuli aRgznebuli ----agresiul-agznebuli

higienuri zemoqmedeba sufTa axali ------binZuri ---

imasTan dakavSirebiT, rom dasavleTSi didi ganviTareba hpova samrewvelo dizainma, 1957 wels Seiqmna samrewvelo dizainis saerTaSoriso

sabWo, romlis ZiriTadi amocanaa, msoflioSi samrewvelo dizainis procesebis ganviTarebis xelSewyoba da dizainerTa kvalifikaciis amaRleba. aRsaniSnavia, rom es organizacia moqmedebs iuneskos farglebSi. konkurentuli brZolis gamwvavebis procesSi, Tanamedrove sawarmoebi cdiloben, Seqmnan dizainis specializebuli ganyofilebani, xolo rig saxelmwifoebSi funqcionireben damoukidebeli dizainis firmebi. am mxriv, warmatebuli nabijebi gadadga italiam. dasavleTis bevri avtomobilis stailingi SemuSavebulia italieli specialistebis mier. tyav-fexsacmlis mrewvelobaSi italieli dizainerebis nawarmi msoflioSi Tanamedrove modis tonis mimcemi. amdenad, rogorc vxedavT, samrewvelo dizaini aris wamyvani elementi samrewvelo saqonlis SemuSavebis mTeli ciklis manZilze: konstruirebidan, samarketingo koncefciis SemuSavebamde. samrewvelo SefuTva aris dargi, romelic erTi SexedviT, ar warmoadgens aucileblobas, magram Tavisi mniSvnelobiTa da saWiroebiT ikavebs erT-erT wamyvan adgils msoflio praqtikaSi da gamoirCeva ganviTarebis maRali tempebiT. dasavleTis bazris saqoneli miewodeba sasaqonlo saxiT SefuTuli. samrewveloi SefuTva gaxda reklamis erT-erTi komponenti, amasTan, mas garda, reklamirebas gaaCnia sxva mniSvnelovani funqciebic. iseTebi, rogoricaa : -saqonlis dacva dazianeba-gafuWebisagan ; - transportirebis gamartiveba ; -racionaluri dafasoeba ; -saqonlis reklamireba. dafasoebisa da SefuTvis danaxarjebi unda iyos racionaluri, radgan isini Sedis produqciis TviTRirebulebaSi. SefuTvis xasiaTi da funqciebi damokidebulia imaze, Tu ra saxeobis saqonelze vrceldeba is. garda sareklamo, funqciisa mas gaaCnia mniSvnelovani satransporto funqciac. aRsaniSnavia, rom transportireba nebismieri saxeobis produqciisa unda iyos rentabeluri. es niSnavs, rom unda mcirdebodes erTeuli produqciis datvirTva-gadmotvirTvisa da sivrceSi gadaadgilebis danaxarjebi. amdenad, saqonlis SefuTvis procesSi aucilebelia gaTvaliswinebul iqnes es faqtorebic. produqciis SefuTvaze zemoqmedebs mravali faqtori, romelTa Soris SeiZleba gamoiyos: - saqonlis wona an moculoba da satransporto saSualebebisadmi am parametrebis misadagebis done; - SefuTvis saSualebebis SeTanawyoba datvirTva-gadmotvirTvis avtomatizebuli saSualebebisadmi; - satransporto saSualebebis saxeopba (sahaero transportis SemTxvevaSi SefuTva unda iyos ufro msubuqi). SefuTvis erT-erTi umniSvnelovanesi funqcia aris transportirebis procesSi saqonlis Senaxva. cxadia, rom mimwodebeli miiRebs saqonlis srul fass mxolod im SemTxvevaSi, Tu is gadascems produqcias dazianebis gareSe. SesafuTi masalis SerCevaze zegavlenas axdens sami faqtori: - masalis mgrZnobeloba; - dazianebis SesaZlo (potenciuri) SesaZleblobani; - calkeul qveynebSi saqonlis SefuTvisadmi arsebuli sakanonmdeblo moTxovnebi.

aRsaniSnavia, rom msoflioSi arsebobs saSiSi masalebis transportirebis dadgenili wesebi, rac, bunebrivia garkveul moTxovnebs uyenebs SesafuT an samgzavro masalebs. SefuTvis erT-erT funqcias Seadgens isic, rom man unda Seqmnas saqonlis ganTavsebis optimaluri pirobebi. cnobilia, rom mTeli Tavis moZraobis gzas saqoneli gadadis mwarmoeblidan eqspeditoramde, savaWro obieqtamde da am periodSi ganicdis ganuwyvetliv ganTavsebas ama Tu im sasaswyobo nagebobebSi. amitomac aucilebelia saqonlis moZraobis mTeli am gzis manZilze Seswavlil iqnes sasawyobo nagebobaTa teqnikuri aRWurvis specifika. aqedan gamomdinare unda SeirCes SesafuTi masala. aRniSnuli saxeobis informaciis miReba SesaZlebelia klientebisagan. aRsaniSnavia isic, rom am tipis informaciis procesSi aucilebelia, vicodeT is bunebriv-klimaturi Taviseburebanic, romelic axlavs amaTu im qveyanas. didi mniSvneloba aqvs saqonlis sawyobSi ganTavsebisa Tu transportirebis drois gansazRvras. SesafuTi masala unda gamoirCeodes misis sawyobSi swrafi moZebnis SesaZleblobebiTac. amitomac aris, rom dasavleTis firmebi iyeneben TavianTi SefuTvis masalebze specifikur Seferilobas. konkurentuli brZolis gamwvavebasTan erTad, dasavleTis rigi qveynis samrewvelo firmebma daiwyes iaffasiani da dabalxarisxiani nakeTobebis ganTavseba SefuTvis Tanamedrove saSualebebSi, riTac miiRweva fasebis gaumarTlebeli zrda am nakeTobebze. SefuTvis saSualebebi (sarecx fxvnilebSi) da sxva produqciaze gamoiyeneboda imisaTvisac, rom SeeqmnaT STabeWdileba gacilebiT met produqciaze, vidre is realurad iyo. aRniSnulidan gamomdinare, dasavleTis qveynebSi intensiurad ganviTarda kanonmdebloba, romlis moTxovnaTa Sesabamisad unda aqtiurad daculi iyos momxmareblis interesebi. ase, magaliTad: centraluri evropis sam qveyanaSi: avstriaSi, Sveicariasa da germaniaSi SemuSavebulia SefuTvis saerTo wesebi. msoflioSi am process aregulirebs standartebis saerTaSoriso organizacia. SefuTvis racionalizaciis germanulma sazogadoebam Seitana Semdegi damatebiTi normebi saerTaSoriso wesebSi. - ilustraciis teqsti unda iyos mkafio da Seesabamebodes saqonlis daniSnulebas; - ar iqnes daSavebuli SefuTvis gziT saqonlis raodenobisa da xarisxis gayalbeba; - saqonlis wonis, moculobis, Tu raodenobis maCveneblebi unda ganTavsdes masalis TvalsaCino adgilze; - saqonlis wona da raodenoba unda warmoadgens damrgvalebul erTeulebSi (mag: 10-20 kilogrami an cali); - fasebi unda iyos mkafiod asaxuli (aRsaniSnavia, rom msoflioSi batonobs Tavisufali fasebi, amitomac aris, rom mwarmoeblebi, rogorc wesi, SefuTvaze ar miuTiTeben maCveneblebs, am mizniT, gamotovebulia carieli adgili. gamonakliss warmoadgens mxolod safirmo maRaziebSi gabatonebuli praqtika); - SefuTvaze unda warmodgenil iqnes saqonlis vargisianobis vada. rig dargebSi moqmedebs saxelmwifo an saerTaSoriso moTxovnebi. ase, magaliTad: Salis nawarms teqstilur mrewvelobaSi unda gaaCndes specialuri etiketebi an markireba, sadac mieTiTeba misi eqspluataciis wesebic. aRsaniSnavia isic, rom yvela saxeobis warwerebi qveyana-mimwodeblis nakeTobaze unda iqnes Sesrulebuli im enebze, romelic gamoiyeneba momxmarebel saxelmwifoSi. amitomac aris, rom dasavleTis qveynebSi yvela

saxeobis informacia mocemuli tipis saqonelze warmodgenilia oTx an eqvs enaze. specialuri miTiTebebs moiTxovs Tambaqos nawarmi. evropis standartebiT, aq aucilebelia miniSneba imis Sesaxeb, rom Tambaqos moweva mavnebelia. im mkacr moTxovnaze, romelic waeyeneba saqonlis markirebas, miuTiTebs Semdegi magaliTi: amerikaSi erT-erTi qalbatoni ZaRlis gasaSrobad iyenebda eleqtroRumels. am mizniT axali mikrotalRuri Rumelis gamoyenebam gamoiwvia ZaRlis daRupva. momxmarebelma uCivla Sesabamis firmas, rom misis saqonlis SefuTvaze ar iyo miTiTebuli am miznis Rumelis gamoyenebis akrZalvebi. sasamarTlo ganxilvis procesSi qalbatonma moigo procesi da ainazRaura miyenebuli zarali milion dolaris odenobiT. aRniSnuli magaliTi metyvelebs im did pasuxismgeblobaze, romliTac udgebian msoflios qveynebi TavianTi produqciis bazarze wardgenis sakiTxs. dasavleTis kanonmdebloba krZalavs saqonlis gadazidvebs Sesabamisi markirebisa da SefuTvis gareSe. amasTan, aRsaniSnavia, rom am dargSi gamoiyeneba garkveuli standartebi. ase, magaliTad: msoflioSi teqstilur nawarmze gamoiyeneba Semdegi saxeobis miniSnebebi (ix. nax. #9). garda aRniSnulisa, Sesabamisi kanonmdeblobiT dadgenilia is Taviseburebani, romliTac aucilebelia vixelmZRvaneloT saqonlis gadazidvis procesSi. ase, magaliTad: fxvieri tvirTebis gadazidva SesaZlebelia mxolod rbil konteinerebSi, e.w. `big bag~-Si, romlis tevadobaa erTidan or tonamde. zRvis transportiT saqonlis gadazidvisas aucilebelia misi ganTavseba konteinerebSi, romelTac winaswar CautardebaT antikoroziuli damuSaveba. yvela saxeobis SefuTuli saqoneli unda moicavdes aucilebel monacemebs. saeqsporto SefuTvaSi aseve did rols TamaSobs markireba. is unda moicavdes Semdeg monacemebs: - SekveTis nomeri; - saqonlis raodenoba; - daniSnulebis adgili; - qveyana mwarmoebeli; - zusti gabaritebi; - datvirTva-gadmotvirTvis da ganTavsebis miniSneba (`zemodan~, `qvemodan~, `mina~); - damatebiTi miniSnebebi (`eSinia sinestis~, `eSinia dartymis~ da a. S.). - am mizniT, gamoiyeneba saerTaSoriso standartebis simboloebi. unda aRiniSnos, rom dReisaTvis msoflioSi gamoiyeneba markirebis da SefuTvis saerTaSoriso normebi: ATR saSiSi saqonlis an produqciis transportirebis saerTaSoriso wesebi; IMDG saSiSi saqonlis an produqciis saerTaSoriso sazRvao kodi; IATA sahaero transportiT saSiSi saqonlis gadazidvebis markirebis saerTaSoriso wesebi. yvela es monacemi yovelwliurad qveyndeba gaeros specialur gamocemebSi. mimoxilviTi kiTxvebi: 1. 2. 3. 4. ras niSnavs teqmini `marketingi~? rogoria marketingis evolucia? ra igulisxmeba marketingis obieqtsa da subieqts Soris? ra Taviseburebebi axasiaTebs strategiul dagegmvas?

5. rogoria strategiuli dagegmvis etapebi? 6. rogor xdeba `saqoneli bazris~ matricis Sedgena? 7. produqciis winsvlis ra meTodebia cnobili msoflioSi? 8. ras niSnavs reklamis standartizacia msoflios bazarze? 9. ra gzebiT xdeba produqciis ganawileba saerTaSoriso marke-tingSi? 10. raSi mdgomareobs funqciuri da dinamiuri analizis meTodi? 11. ra monacemebs moicavs saeqsporto kontraqti? 12. ras warmoadgens `inforTermsis~ savaWro pirobebi? 13. rogor xdeba saeqsporto fasis gaangariSeba? 14. ra rols TamaSobs samrewvelo dizaini dasavleTis bazarze?

TemaSi ganxilul sakiTxTa mokle ganmeoreba: 1. dagvixasiaTeT, ra esmiT termin `marketingSi~? marketingi warmodgeba inglisuri sityva Market isagan, rac gulisxmobs sasaqonlo bazris, produqciis realizaciis sferoSi saqmianobas. rogorc ekonomikur urTierTobaTa sistema, marketingi gacilebiT ufro farTo Sinaarsis cnebaa, romelic erTis mxriv, gulisxmobs samomxmareblo bazris safuZvlian Seswavlas, momxmarebelTa gemovnebis, moTxovilebis yovelmxriv analizs da am safuZvelze warmoebis agebas, meores mxriv ki, warmoebis aqtiur zemoqmedebis gansazRvras samomxmareblo bazarze, momxmarebelTa moTxovnebsa da gemovnebaze. dagvixasiaTeT marketingis faqtorebi? marketingis faqtorebi iyofa jgufad: pirveli, romelsac gansazRvravs warmoeba, meore - warmoebisagan damoukidebeli faqtorebi, romelTa gaTvaliswineba aucilebelia samarketingo praqtikaSi, mesame is faqtorebi, romlebic warmoadgenen marketingis uSualo dakvirvebis sferos. 3. ra igulisxmeba marketingis organizaciul struqturaSi? marketingis struqtura es aris misi elementebis erTianoba, mimarTuli saerTo miznis ganxorcielebisaken. struqtura moicavs Semdeg elementebs: produqts an momsaxurebas, ganawilebas an gasaRebas; moZraobas da fasebs. 4. dagvixasiaTeT marketingis gegmebi? moqmedebis drois mixedviT marketingis gegmebi iyofa: moklevadian (erT wlamde); saSualovadian (oTxidan xuT wlamde), grZelvadian (xuTidan aT an TxuTmet wlamde) gegmebad moqmedebis masStabebiT isini iyofa: gegma ZiriTadi saxeobis produqciaze; gegma yvela saxeobis produqciaze. 5. ras moicavs strategiuli dagegmva. strategiuli dagegmvis etapebia: 1. sawarmos miznebis gansazRvra; 2) strategiuli sameurneo qveganayofebis Seqmna; 3) marketingis miznebis dadgena; 4) situaciis analiz; 5) marketingis strategiis gansazRvra; 6) taqtikis realizacia; 7) Sedegebze dakvirveba. 6. ra mizezebi gansazRvravs faswarmoqmnis politikis Taviseburebebs saerTaSoriso bazarze. es mizezebia: 1. sxvadasxva qveynebis mixedviT gansxvavebulia faswarmoqmnis saxelmwifoebrivi regulirebis done. 2) gansxvavebulia saxelmwifoebis mixedviT samomxmareblo bazari. 3) produqciis eqsporti xels uwyobs fasebis zrdas. 4) saxelmwifoebSi gansxvavebulia ekonomikuri zrdis 2.

da inflaciis pirobebi. 5) qveynebis mixedviT gansxvavebulia fiqsirebuli da cvladi fasebis dadgenis meTodologia. 7. ra Sedis gasaRebis meTodebSi? gasaRebis meTodebSi Sedis: pirdapiri gasaRebia; direqtor marketingi; telefon marketingi; iribi gasaReba; intensiuri gasaReba; releqciuri (SeRweviTi) gasaReba.