ბიზნესის ეთიკის საგანი და სპეციფიკა

saqmiani cxovrebis eTikuri problemebi. amerikeli mkvlevari l. neSis

mier gamoqvynebul wignSi _ "Zirs keTili ganzraxvebi" ("Good Intentions
Aside"), avtori mivida daskvnamde, rom biznesis xelmZRvanelebisa da
monawileebis keTili zraxvebi sruliad ar aris sakmarisi faqtori
samuSao adgilze warmoqmnili rTuli eTikuri problemebis gadasaw-
yvetad. miuxedavad imisa, rom ramdenime TvalsaCino da gamoCenili
biznesmeni Tavis pirad cxovrebaSi mkacr moralur faseulobebs icavs,
neSi miuTiTebs imaze, rom maTi biznesis dinamika avalebT sakuTari
moraluri kodeqsis garda, damatebiTi mkacri moraluri principebi
hqondeT.
"Tu adamiani aris iseTi kompaniis mflobeli, romelic ar awarmoebs
araviTar produqcias, ar qiraobs muSakebs da ar awarmoebs araviTar
narCensac ki, TviT am SemTxvevaSic aseT adamians SesaZlebloba ara aqvs
daiviwyos ZiriTadi moraluri standartebis Sesaxeb. nebismieri
xelmZRvaneli xSirad iseTi gadawyvetilebebis miRebis aucileblobas
awydeba, romelic mis winaSe rTul eTikur problemebs svams da aseT
situaciebSi raimes Secvla ar ZaluZs: is iZulebulia iseTi
gadawyvetileba miiRos, romlis Sedegadac adamianebi dazaraldebian; is
iZulebulia garigebebze wavides, iZulebulia arCevani gaakeTos
aucilebel materialur faseulobebsa da damkvidrebul moralur
principebs Soris; is iseT mdgomareobaSi aRmoCndeba, rom misi
organizaciis interesebi da muSaobis miznebi winaaRmdegobaSi mova
momsaxure personalis an momxmareblis pirad saWiroebasTan", _ wers l.
neSi. swored amitom biznesis eTikis Seswavla gansakuTrebulad
mniSvnelovania nebismieri organizaciis xelmZRvanelisaTvis. im
interviuebs Soris, romelic amerikelma mecnierma aiRo aSS-s
organizaciebis sxvadasxva xelmZRvanelebs Soris, gamoyo 30 mTavari
eTikuri problema, romelsac yvelaze xSirad awydebian biznesis samyaros
xelmZRvaneli muSakebi. es problemebia:
 siZunwe.
 faqtebis damalva da cru informaciebi Catarebul Semowmebebsa
da angariSebSi.
 uxarisxo produqciis gamoSveba an maTi mudmivi teqnikuri
momsaxurebis aucilebloba.
 fasebis aragonivruli mateba an pirdapiri motyueba saqmiani
molaparakebebis warmoebisas.
 dReisaTvis arsebuli samuSao pirobebi adamianebs aiZuleben
icruon maT mier Sesrulebuli samuSaos Sesaxeb.
 zedmeti Tavdajerebuloba msjelobebSi, romelmac SeiZleba
ziani miayenos kompaniis interesebs, rodesac misTvis mZime
periodi dgeba.
 samuSaos da saqonlis dabali xarisxi.
 xelmZRvanelobisadmi usityvo morCileba, rogori araeTikuri da
arasamarTlianic ar unda iyos es.
 winaaRmdegoba pirad interesebsa da korporaciis interesebs
Soris.
  favoritebis arseboba.
 mkacri fasebi.
 ama Tu im samuSaos Sesasruleblad udanaSaulo adamianebis
msxverplad gaReba.
 sakuTari aRSfoTebis gamoTqmis SeuZlebloba da mudmivi
araeTikuri qmedebebis atmosferos warmoq-mnisas ardaTanxmeba.
 samuSaos moculobis gamo ojaxisadmi an piradi saqmeebisadmi
mcire yuradRebis daTmoba.
 saimedoobis TvalsazrisiT, saeWvo maxasiaTeblebis mqone
produqciis warmoeba.
 samuSao adgilze, TanamSromlebTan an korporaciis fondidan
aRebuli raime nivTebis an faseulobebis daubrunebloba.
 mxardaWeris misaRebad sakuTari samuSaos gegmis upiratesobis
Segnebuli gandideba.
 saqmis interesebis sazianod ierarqiul kibeze
gadaadgilebisadmi gadaWarbebuli yuradRebis miqceva.
 samsaxurebriv kibeze gadaadgileba TanamSromelTa interesebis
gaTvaliswinebis gareSe.
 momsaxure personalis motyueba, kompaniisaTvis mogebis
misaRebad.
 saeWvo partniorebTan bednieri SemTxvevis imedad kavSiris
damyareba.
 sakuTari movaleobebis Sesrulebis gawelva da Seneleba, rasac
mivyevarT korporaciis droisa da fulis xarjvamde.
 kanonmdeblobaSi cvlilebis moxdenis gamo sazoga-doebriv
politikur procesze negatiuri gavlenis moxdena, qrTamis
micemis gziT.
l. neSi yuradRebas amaxvilebs imaze, rom xelmZRvanelebs da
mosamsaxureebs, romlebic am an sxva problemebs awydebian, maT
gadasawyvetad ar SeuZliaT misdion mxolod imas, rom maT " gaiges
moralis Sesaxeb Tavis ojaxSi, maswavleblebTan, eklesiaSi an
sinagogaSi." "gza jojoxeTisaken dafarulia keTili ganzraxvebiT, da
xSirad biznesSi yvelaze uzneo gadawyvetilebasa da arasasiamovno
qmedebebs Cadian gansakuTrebulad patiosani adamianebi, romlebsac
yvelaze keTili ganzraxvebi" aqvT, _ aRniSnavs l. neSi.
Tanamedrove saqmiani eTika, mravali mecnieris azriT, unda
efuZnebodes sam mniSvnelovan debulebas: 1) materialuri faseulobebis
Seqmna misi formebis mTeli mravalgvarobiT ganixileba, rogorc
Tavidanve mniSvnelovani procesi; 2) mogeba da sxva Semosavlebi
ganixileba, rogorc sxvadasxva sazoga-doebrivad mniSvnelovani miznebis
miRwevis Sedegi; 3) saqmian samyaroSi warmoqmnili problemebis
gadawyvetisas prioriteti unda eZleodes adamianTa Soris urTierTobebis
interesebs, da ara produqciis warmoebas.
biznesis eTikis, rogorc samecniero disciplinis Camoyalibeba .
biznesis eTika warmoadgens profesiuli eTikis erT-erT nairsaxeobas.
zogierTi Tvlis, rom es cneba gansazRvravs profesiuli biznesis
praqtikul moRvaweobas, sxvebisTvis _ es moraluri standartebis
erTobliobaa, romlis Sesaxebac bevri saubrobs, magram cota Tu icavs
mas. zogierTebi sulac uaryofen biznesis eTikis saerTod arsebobasac ki.
mocemuli kursis Seswavlisas, CvenTvis biznesis eTika gaigivebuli
iqneba saqmiani situaciebisadmi eTikuri principebis gamoyenebasTan. aseTi
midgomisas, biznesis eTikis kursi warmoadgens eTikis Teoriisa da saqmis
warmoebis tradiciuli swavlebis sinTezs, iseTebisa, rogoricaa organi-
zaciuli qceva, ekonomika, strategiuli dagegmva, finansebi, aRricxva,
marketingi. SesaZloa, lora neSis mier saxelmZRvaneloSi "Zirs keTili
zraxvebi" SemoTavazebuli gansazRvra, yvelaze ufro zustad xsnides
"biznesis eTikis" cnebis Sinaarss.
biznesis eTika Seiswavlis adamianis moRvaweobis moraluri normebis
Sesabamisobas sawarmos komerciul miznebTan. is aris ara gansazRvruli
moraluri standartebis ubralo krebuli, aramed warmoadgens im
problemebis analizisa da gadawyvetis instruments, romlebic
wamoiWrebian xolme biznesiT dakave-buli moraluri adamianebis winaSe.
rogorc codnis sfero, biznesis eTikis Camoyalibebis TariRad 1970 w.
miiCneven aSS-Si (Tumca biznesSi eTikur qcevas gansakuTrebuli yuradReba
mieqca 1960 wels, sxvadasxva socialuri ryevebis dros). am dros
samecniero sazogadoeba da saqmiani samyaro sul ufro xSirad
Tanxmdeboda imaze, rom aucilebeli iyo profesionali biznesmenebis
"eTikuri cnobierebis" amaRleba, maT mier saqmiani operaciebis warmoe-
bisas. zogierTi specialisti miuTiTebda "sazogadoebis winaSe
korporaciis pasuxismgeblobis" amaRlebis aucileblobaze. sxvebi
gansakuTrebul yuradRebas aqcevdnen korufciis gaxSirebaze rogorc
samTavrobo biurokratiis, ise sxvadasxva korporaciis pasuxismgebel
pirTa Soris. cnobilma "uoter-geitis saqmem", romelSic gareuli
aRmoCndnen prezident niqsonis administraciis TvalsaCino
warmomadgenlebi, TviT prezidentis CaTvliT, mniSvnelovnad Searyia
mravali amerikelis ndoba Tavisi samTavrobo institutisadmi.
mravali adamiani am process ukavSirebs aSS-Si religiuri
faseulobebisa da tradiciuli moralis mniSvnelobis dacemas.
mkvlevarebi miuTiTeben aSS-Si momuSaveTa Soris (wina period-Tan
SedarebiT) mTeli Sesrulebuli samuSaos Sedegianobis, energiisa da
siamayis mdgrad dacemaze. am movlenas xandaxan ukavSireben "Sromis
protestantuli eTikis" dacemasa da TviT gaqrobasac ki. xSirad, am
tradiciuli SromiTi faseulobebis gaqrobiT xsnian amerikul
mrewvelobaSi Sromis nayofierebis mudmiv dacemas. am procesebis
sawinaaRmdego da sxvadasxva saorientacio faseulobebis problemebis
gadawyvetas warmoad-gens moraluri faseulobebisa da biznesis sferoSi
sazo-gadoebis winaSe pasuxismgeblobis poziciebis Secvla.
1980 w. dasawyisSi specialistebisaTvis mniSvnelovani Seswavlis
sagani gaxda codnis iseTi sfero, rogoricaa biznesis eTika. eTikis
biznesis Sesaxeb gamoSvebul iqna bevri wigni, aSS-Si biznesis skolaTa
umravlesobam Tavis saswavlo programaSi CarTo sagani `biznesis eTika~.
miuxedavad amisa, jer kidev Zalian gaZnelebulia codnis am sferos
sazRvrebis gansazRvra. es mniSvnelovnad gamowveulia am sferoSi zogadi
meTodologiis ararsebobiT, agreTve, farTod gavrcelebuli
skepticizmiTa da rwmeniT, rom biznesmenTa umravlesobis mier
ignorirebuli iqneba nebismieri eTikuri normebi, Tu isini Tundac
mcireoden winaaRmdegobaSi movlen e.w. biznesSi mogebis miRebis
motivebTan.
miuxedavad imisa, rom biznesSi eTikis arsebobis SesaZ-leblobis
Sesaxeb skepticizmi sakmaod didxans iyo gavrce-lebuli, biznesis
profesionalebi da sazogadoebis farTo fenebi yovelTvis inarCunebdnen
agreTve imis Rrma rwmenas, rom biznesSi maRali eTikuri standartebis
arseboba migviyvans sayivelTao sargeblobamde. yovelTvis, roca aSS-is
samTavrobo an saqmian wreebSi skandali iwyeboda, farTo masebisaTvis
beWduri organoebidan cnobili xdeboda mravalricxovani sityvebi da
mowinave statiebi, sadac avtorebi adamianebs mouwodebdnen profesiuli
movalebis Sesrulebisas biznesSi da saxelmwifo moxeleTa Soris qcevis
ufro maRali eTikuri standartebisken. amasTan, garda kanonisadmi
ubralo morCilebisa maT mxedvelobaSi hqondaT eTikuri movaleobebi,
Tumca am movaleobebis arsis gansazRvrisas warmoiqmneboda azrTa
sxvadasxvaoba.
biznesis eTikisadmi yuradRebis gamaxvilebis mizezebi. eTikuri
cnobierebis xarisxis amaRlebis aucilebloba gansa-kuTrebiT TvalsaCino
gaxda Tanamedrove biznesis organiza-ciaSi momxdari ori ukanaskneli
istoriuli cvlilebis gamo: 1) korporatiulobis zrda; 2) sainformacio
revolucia.
Tanamedrove sawarmoo teqnologoebis SemoRebis moTxovni-leba
xSirad utoldeba msxvili korporaciebis muSaobaSi ekonomikuri
siaxleebis danergvis aucileblobas. es e.w. ekonomika korporaciis
masStabSi hqmnis mZlavr ekonomikur stimulebs korporaciis zrdisaTvis
rogorc horizontalurad, ise vertikalurad. sinamdvileSi korporaciis
aseTi zrda mniSvnelovani xdeba XX saukunis meore naxevarSi.
faqtiurad msoflios umravles qveyanas Tanamedrove periodSi ufro
dabali saerTo Sida Semosavali aqvs, vidre nebismieri msxvili
korporaciis yovelwliuri Semosavalia. ase, magaliTad, 1980 wlis bolos
Exxon Corporation-is yovelwliuri Semosavali aWarbebda koreis an
indoneziis saerTo Sida Semosavals; dRes Royal Dutch Shell-is
yovelwliuro saerTo Semosavali ufro maRalia, vidre belgiis, CexeTis
an argentinis saerTo Sida Semosavali; General Motors-is yovelwliuri
saerTo Semosavali ufro maRalia, vidre nigeriis, samxreT afrikis an
avstriis saerTo Sida Semosavali da a.S.
Tanamedrove korporaciebis zrdis erT-erTi naklia korporaciis
SigniT biurokratiuli saorganizacio struqture-bis gardauvali zrda.
amasTan, warmoiqmneba gadawyvetilebis miRebaze pasuxismgebeli
biurokratiuli struqturebisTvis tipiuri, sul ufro naTeli tendencia,
romelic ierarqiul safexurze mdgomi pirisadmi usityvo morCilebaSi
mdgomareobs. am tendencias mivyevarT iqamde, rom piradi iniciativis
mTeli seriozulobiT CaxSoba xdeba, amasTan, es tendencia aseT
organizaciul struqturebs SigniT, pasuxismgebel pirTa winaSe
warmoSobs problemebis mTel masas. amas ki mivyevarT iseTi situaciis
warmoSobamde, roca kargi da patiosani adamianebic ki sCadian cud da
arapatiosan qmedebas, Tumca es xdeba korporaciis sasargeblod.
meore istoriuli cvlileba Tanamedrove biznesis organi-zaciaSi
aris informaciuli revolucia. meore msoflio omis Semdeg kompiuteris
gamoCenasTan erTad cxovreba planeta dedamiwaze fundamenturad
Seicvala. monacemTa Segrovebam, Senaxvam, damuSavebam da analizma im
doneze, romlis uzrunvelyofac SeuZlia kompiuters, gamoiwvia namdvili
"sainformacio revolucia" _ revolucia, romelmac ufro mniSvnelovani
gavlena moaxdina kacobriobaze, vidre XVIII saukunis industriulma
revoluciam. kompiuterulma teqnolo-giebma axali impulsi SeiZines 1990
wlidan - msoflio kompiuteruli qselis internetis ganviTarebasTan
erTad, romelmac erTmaneTTan daakavSira milionobiT kompiuteri
sxvadasxva kontinentze.
kompiuterma informaciis koncentrireba moaxdina da is ufro metad
xelmisawvdomi gaxada. erTis mxriv, Tanamedrove periodSi sul ufro met
adamians aqvs informaciis wyarosTan miwvdomis saSualeba, vidre odesme
kacobriobis istoriis ganmavlobaSi. meores mxriv, kompiuteris gamoyeneba
SesaZle-bels xdis adamianebis da maTi Cvevebis Sesaxeb piradi
informaciis masobriv koncentracias. msgavsi informaciis Segroveba da
centralizacia SeiZleba gamoyenebuli iqnes friad konstruqciulad.
magaliTad, sazogadoebis demokrati-uli procesebis gasafarToeblad da
adamianTa moTxovnilebe-bisa da dakveTebis ukeT gasacnobiereblad, an
kidev, piriqiT, moxdes maTi uzurpireba liderTa viwro wris mier
mniSvnelovani informaciis piradi mizniT gamoyenebisaTvis.
nebismier SemTxvevaSi kompiuteruli da informaciuli era ukve
damdgaria. biznesis Tanamedrove profesionalebi, sainformacio eris
mTavari ideologebi, TavianTi mxrebiT uzarmazar eTikur
pasuxismgeblobas atareben qcevis eTikuri kanonebis formulirebisa da
cxovrebaSi gatarebis gamo (xandaxan uwodeben kompiuterul eTikas,
qselur eTikas da a.S), razec bazirebas unda axdendes demokratiuli
sazogadoeba. es gansazRvravs biznesis profesionalebis mier eTikis
Seswavlis aucileblobas.
iseTi qveynebisTvis, romlebic gadadian axal sazogadoeb-riv-
ekonomikur sistemaze, gansakuTrebiT aucilebelia biznesis eTikis
Seswavla. rogorc amerikeli mecnieri v. veigli wers, am mxriv
gansakuTrebiT mniSvnelovania ori garemoeba: 1) eTikuri urTierTobebis
aucilebloba decentralizebul struqturebSi, romlebic
pasuxismgebelni arian gadawyvetilebis miRebaze; 2) gardamavali periodis
ekonomikis da misi institutebis maTTvis uCveulo istoriul da
kulturul pirobebSi Caweris aucilebloba.
sabazro ekonomikaze gadasvla moiTxovs gadawyvetilebis miRebaze
pasuxismgebeli decentralizebuli struqturebis evolucias. aseT
struqturebSi muSaobisTvis TiToeuli adamianisgan moiTxoveba sakuTari
Tavisadmi rwmena da momxdaris Sesaxeb miukerZoeblad gansjis unari, vinc
unda iyos is, firmis xelmZRvaneli, saSualo rgolis ufrosi, bankis
mmarTveli Tu produqciis konkretuli myidveli. aseTi saxis
decentralizacia moiTxovs ndobis aucilebel grZnobas da patiosani
qcevebisadmi sazogado pativiscemas. amasTan, ra Tqma unda, patiosneba da
ndoba, pirvel rigSi, eTikur kategoriebad rCebian, sakanonmdeblo da
ekonomikuri SezRudvebisgan gansxvavebiT, romlebmac srulyofil saqmian
cxovrebamde unda migviyvanon.
sabazro ekonomikis pirobebSi patiosneba da ndoba yvelaze
mniSvnelovani eTikuri Tvisebebia. magaliTad, miuxedavad imisa, rom
aucilebeli sakanonmdeblo SezRudvebiT Sedgenili kontraqtebi
nebismieri firmis saqmianobis ZiriTad safuZvels warmoadgens, sawarmos
ekonomikuri moRvaweobis mniSvnelovani nawili sakontraqto
valdebulebebis CarCoebs scildeba. aseTi saxis saqmianoba,
sakanonmdeblo regulirebisagan gansxvavebiT, regulirdeba da
eqvemdebareba ndobis xarisxs, romelic damokidebulia saqmiani adamianis
an kompaniis reputaciaze. damvirvebelTa sakmaod didi raodenoba
aRniSnavs, rom aSS-is ekonomikaSi warmoebis nayofierebisa da saerTo
efeqtianobis dacema mniSvnelovnadaa dakavSirebuli iseTi moraluri
faseulobebis dacemasTan, rogoricaa patiosneba da ndoba amerikuli
sazogadoebis SigniT.
centralizebuli ekonomikis pirobebSi xSirad azri aqvs agreTve
"biurokratiuli TamaSis wesebis" dacvas, rasac mivyevarT upatiosnebis,
upasuxismgeblobisa da urTierTundob-lobis gamovlinebisken adamianTa
Sesaxeb msjelobisas. sapasuxismgeblo gadawyvetilebebis miRebis
centralizebuli sistemis pirobebSi iseTi Tvisebebi, rogoricaa
upatiosnoba da undobloba, faqtiurad adamianTa "Semguebluri qcevis"
Sedegia. centralizebuli sistemis pirobebSi bevrisTvis es Tavisebu-
rebebi "racionalur" Tvisebebad iTvleba. Tumca am Tvisebebis arseboba
sabazro urTierTobebze damyarebuli ekonomikis pirobebSi
araracionalurad unda iTvlebodes. aqedan gamomdinare, gardamavali
tipis nebismierma ekonomikam mis mier Seqmnili ekonomikuri
institutebisaTvis unda moaxdinos agreTve "eTikuri infrastruqturis"
formireba.
gardamavali periodis ekonomikisaTvis eTikuri infrastruq-turis
Seqmnis aucilebloba meore mniSvnelovani mizezia, romlis gamoc
ekonomikis transformaciis procesSi ukiduresad mniSvnelovania biznesis
eTikis Seswavla. es mizezi dakavSirebulia agreTve eTikur faseulobebsa
da ekonomikuri institutebis muSaobis urTierTkavSirTan. SeuZlebelia
mkafiod davupirispiroT eTikuri aspeqtebi ekonomikurs. eTikasa da
ekonomikas aqvT Zalian bevri erTmaneTTan damakavSirebeli
Taviseburebebi. Tu biznesis sferos liderebi da politikuri moRvaweebi
uvicobas iCenen da ignorirebas ukeTeben eTikur faseulobebsa da
ekonomikuri institutebis muSaobas Soris urTierTkavSirs, maSin
SeuZlebeli xdeba gardamavali periodis ekonomikisa da misi sabazro
tipis ekonomikuri institutebis CarTva maTTvis uCveulo istoriul da
kulturul pirobebSi da konkretuli qveynebisa da xalxebis
tradiciebSi.
Znelia magram is ki unda iTqvas, rom SevafasoT biznesis eTikis
Seswavlis mniSvneloba profesionali biznesmenis momzadebisas.
profesional biznesmenebs biznesis eTikis Seswavla ara marto TiToeuli
adamianisTvis saWiro eTikuri faseulobebis formulirebasa da
gadawyvetilebis miRebisas exmarebaT, aramed mas didi roli akisria
"eTikuri infrastruqturis" SeqmnaSic. man SesaZlebeli unda gaxados
sabazro ekonomikisa da sabazro urTierTobebis SemoReba da amuSaveba.
ufro metic, biznesis eTikis kursis Seswavlisas, eTikur faseulobebsa
da ekonomikuri institutebis moRvawe-obas Soris urTierTkavSiris
Seswavla dagvexmareba SevqmnaT gardamavali tipis ekonomikis pirobebSi
ufro sicocxlis-unariani ekonomikuri institutebi.
umaRles saswavlo dawesebulebebSi biznesis eTikis Seswavla miznad
isaxavs biznesis profesionalebisa da menejerebis eTikuri cnobierebis
xarisxis amaRlebas, maT mier biznesis ZiriTadi faseulobiTi
orientaciisa da eTikuri standartebis aTvisebas, analizisa da saqmiani
cxovrebis konkretul situaciebSi eTikuri gadawyvetilebebis miRebis
instrumentis dauflebas.
biznesis eTikis struqtura. amgvarad, biznesis eTika aris samecniero
disciplina, romelic Seiswavlis biznesSi Seqmnili situaciebisadmi
eTikuri principebis gamoyenebas. biznesis eTikaSi yvelaze ufro
mniSvnelovani sakiTxebia: 1) korpora-tiul da universalur eTikas Soris
urTierTdamokidebuleba; 2) biznesis socialuri pasuxismgeblobis
problema; 3) konk-retul situaciebSi gadawyvetilebis miRebisas zogadi
eTikuri principebis gamoyenebis sakiTxebi; 4) organizaciis eTikuri donis
amaRlebis meTodebi; 5) ekonomikur qcevaze religiuri da kulturuli
faseulobebis gavlena da sxva. (ix. nax. 51).
tradiciulad biznesis eTikas yofen makroeTikad da mikroeTikad.
makroeTikis qveS igulisxmeba biznesis eTikis is nawili, romelic
ganixilavs sazogadoebis socialuri da ekonomikuri struqturebis
makrosubieqtebs: korporaciebs, saxelmwifos, mTlianad sazogadoebas, mis
organizebul nawilebs Soris moraluri urTierTdamokidebulebis
specifi-kas. mikroeTikis qveS ki igulisxmeba korporaciis SigniT,
rogorc moraluri subieqtis da misi muSakebis, agreTve aqciis
mflobelTa Soris moraluri urTierTdamokidebulebis specifikis
kvleva.

moralis
Teoria

menejmenti
biznesis
eTika

fsiqologi
a ekonomika

nax. 5. 1. biznesis eTikasa da codnis sxva sferoebs

Soris urTdamokidebuleba

moraluri urTierTobebis sistemaSi makrosubieqtebs Soris

specialistebi gamohyofen or dones: horizontalurs da vertikalurs.
horizontalur doneze arsebobs moraluri damokidebuleba erTnairi
maxasiaTeblebis mqone subieqtebs, sxvadasxva korporaciebs, Soris.
vertikalur doneze _ moraluri damokidebuleba sxvadasxva
maxasiaTeblebisa da Tvisebebis mqone subiqtebs Soris. am dones
miekuTvneba urTierTdamokidebuleba korporacias da saxelmwifos,
korporacias da zogadad sazogadoebas (an mis lokalur nawils) da
korporacias da garemos Soris.
adamianTa umravlesoba iRebs gadawyvetilebas eTikur mikrodoneze.
magaliTad, rodesac adamiani pasuxs agebs sakuTar saqcielze. TiToeuli
adamiani, agreTve gadawyveti-lebas Rebulobs, romelic exeba sxva
adamianebs: magaliTad, Tavisi axloblebis, kolegebis an patara
Tanasazogadoebis keTildReobasTan dakavSirebiT. magram zogierTi
adamiani adre Tu gvian iwyebs gadawyvetilebebis miRebas makrodoneze,
magaliTad, uSualod miiRos monawileoba saxelmwifo erovnuli
politikis formirebaSi.
biznesis eTikas damokidebuleba aqvs ekonomikuri insti-tutebis
formirebasTanac da eTikis profesionalebis funqci-onirebasTanac.
sazogadoebis ekonomikuri institutebi gardauv-lad iWrebian moralis
sferoSi, da am TvalsazrisiT, Znelia SevafasoT biznesis eTikis
makrodonis mniSvneloba. sruliad naTelia, rom ver SemovifarglebiT
mxolod mikrodoneebrivi midgomiT: xSirad uSedegoa varwmunoT, rom
ministrTa kabinetis wevri iyos patiosani da amave dros pasuxismgebliani.
biznesSi makrodoneebrivi midgoma gansakuTrebiT mniSvne-lovania
gardamavali periodis ekonomikisTvis. magaliTad, amJamad saqarTveloSi
ZiriTadi ekonomikuri institutebis transformacia xdeba. Tu am
institutebs kargad gaazrebuli struqtura aqvT da cxovrebis
kulturul da socialur pirobebs arian morgebuli, isini xels
Seuwyoben mikrodoneze pasuxismgeblur eTikur qcevas. Tumca, Tu es
institutebi formalurad arian Camoyalibebulni da ar iTvaliswineben
konkretul socialur pirobebs, usargebloa ZalRonis daxarjva SromiTi
koleqtivebis doneze kerZo eTikuri problemebis gadasawyvetad -
adamianebs damaxinjebul ekonomikur institutebTan da politikur
kursTan mudmivi brZola mouwevT.
makrodoneze xandaxan Znelia imis Tqma, sad mTavrdeba biznesis eTika
da sad iwyeba ekonomikuri Teoria. bolos da bolos, vinaidan
makrodoneze biznesis eTika dakavSirebulia ekonomikur institutebTan da
maT politikasTan, eTikuri Teoriis gamoyenebasTan, ar SeiZleba biznesis
eTikur problemebze msjeloba, Tu daviviwyebT ekonomikas.
Tumca Znelia am ori mimarTulebis urTierTqmedebis analizi, magram
arc amis gauTvaliswinebloba SeiZleba. erTis mxriv, biznesis eTikas
sWirdeba ekonomikuri Teoriis codna, Tu mas surs realisturi
miTiTebebis micema maTTvis, vinc gansazRvravs politikas. meores mxriv,
ekonomikuri analizi ar iqneba srulyofili socialuri da moraluri
faseulobebis mozidvis gareSe. da Tu xandaxan eTikosi msjelobs
ekonomistiviT, xolo ekonomisti eTikosiviT, swored es iqneba am ori
disciplinis urTierTqmedebis gamovlineba im problemebis gadawyvetisas,
romelic dgas saqmiani adamianebis winaSe.
 biznesis eTikis ZiriTadi koncefciebi
religia da biznesi. biznesis eTikaSi Camoyalibda biznesis moraluri
problemebisadmi oTxi ZiriTadi midgoma, romelic eyrdnoba oTx eTikur
mimarTulebas. pirveli maTgani dafuZnebulia religiur eTikaze. mas
safuZvlad udevs absolutur zneobriv faseulobebze orientacia,
romelic saTaves iRebs iudevur-qristianuli tradiciebidan: "ar icruo",
"ar iqurdo", da sxva. cnobilia, rom pirveli mewarmeebi Rrmad religiuri
adamianebi iyvnen. rogorc m. veberma, aCvena protestantizmis swored
religiurma Taviseburebebma migviyvanes kapitalisturi urTierTobebis
ganviTarebamde.
Tumca, sinamdvileSi nebismieri moraluri problemis gadawyvetisas,
adamiani unda eyrdnobodes zogierT absolutur zneobriv faseulobas,
magram biznesSi religiuri eTikis pirdapir gamoyenebas garkveuli
SezRudvebic aqvs.
jer-erTi, Tanamedrove biznesis globalizaciasa da
internacionalizacias iqamde mivyevarT, rom saqmiani ur-TierTobebis
agentebi xdebian adamianebi, romlebic miekuT-vnebian sxvadasxva religiur
tradiciebs: qristianobas, iudevelobas, islams, budizms da sxva.
meorec, absoluturi zneobrivi faseulobebi cota rames Tu moutans
adamians konkretuli zneobrivi arCevanis situa-ciaSi. amisaTvis
biznesmens, Tundac is religiur zneobriv faseulobebs eyrdnobodes,
esaWiroeba eTikuri instrumenta-rizmiT aRWurva, romelic mas daxmarebas
gauwevda Tanamedrove biznes-praqtikis urTulesi problemebis
gaanalizebasa da gadawyvetaSi. biznesis eTikaSi danarCeni sami midgoma
sam sxvadasxva eTikur tradicias eyrdnoba _ utilitarizms, deontiur
eTikas (movaleobis eTika) da samarTlianobis eTikas.
ra Tqma unda, ar SeiZleba ekonomikur qmedebebze religiuri
cnobierebis gavlena davakninoT. rogorc gamok-vlevebiT aris dadgenili,
Tanamedrove kapitalizmis Camoya-libeba mniSvnelovanwilad ganapiroba
protestantulma msoflmxedvelobam. adamianis qcevis religiuri
safuZveli, maT Soris biznesSic, kulturul tradiciad gadaqceuli,
vlindeba maSinac ki, rodesac adamiani ar ufiqrdeba Tavisi misw-
rafebebis fesvebs. amitomac, SemTxveviTi ar aris menejmentis swrafi
ganviTareba, romelic swavlobs qcevis kulturul specifikas sxvadasxva
qveyanaSi. swored amitomac saWirod migvaCnia saqarTveloSi msgavsi
ekonomikuri qcevis analizi.
utilitarizmis Teoria. biznesis eTikaSi erT-erTi yvelaze
gavleniania utilitarizmis Teoria. tradiciuli utilita-rizmis Teoriis
fuZemdeblad iTvleba ieremia bentami (1748-1832). Tavis naSromebSi bentami
amuSavebda faseulobebis gazomvis obieqturi kriteriumebis moZiebis
meTodikas, romelsac unda uzrunveleyo socialuri politikisa da
sazogadoebrivi kanonmdeblobis, ekonomikuri TvalsazrisiT, martivi da
damakmayofilebeli adekvaturobis gansazRvra. misi azriT, yvelaze
efeqturi kriteriumebi iqnebodnen qmedebebisa da arsebuli kanonebis
Sesabamisobis xarisxi da moRvaweobis sargeblobisa da mavneblobis
xarisxi (maTi Sedegebis Sefasebis monacemebiT). am TvalsazrisiT,
samarTlebrivad CaiTvleboda is qmedeba, romelsac sabolood moaqvs
maqsimalurad sasargelo efeqti.
eTikuri TvalsazrisiT raime qmedeba iTvleba samarT-lebrivad
mxolod da mxolod im SemTxvevaSi, Tu am qmedebis jamuri sasargeblo
efeqti aWarbebs nebismieri sxva qmedebis jamur sasargeblo efeqts.
amgvarad, utilitarizmis principi iTvaliswinebs qmedebebis Sedegad
miRebuli sikeTeebis gazomvis SesaZleblobas, maTi dajamebis
SesaZleblobas, agreTve sikeTis raodenobasa da uaryofiTi Sedegebis
raodenobis sxvaobis gamoTvlis SesaZleblobas. maSasadame, imis
gansazRvris SesaZleblobas, Tu romeli qmedeba iZleva maqsimalurad
sufTa mogebas an minimalur absolutur danaxarjs. aqedan gamomdinare,
mocemuli principis bazaze SeiZleba ganxorcieldes yvela saxis mogebisa
da xarjis raodenobrivi gazomva da, raRac sazogado ricxviTi skalis
gamoyenebiT, moxdes saZiebo maCveneblebis garkveuli mniSvnelobebis
Sekreba an gamokleba. ase, magaliTad, samuSao garemoTi muSis
dakmayofilebis xarisxis done SeiZleba SevafasoT 500 erTeulad
(pozitiuri), maSin, roca Sesabamisi uaryofiTi efeqti (Semdeg TveSi
gamogzavnili sabanko angariSi,) toli iqneba 700 erTeulis (negatiuri).
amgvarad, garemos gaumjobesebisken mimarTuli saerTo Sedegi Seadgens
200 erTeul (negatiur) sargebloobas. Tu utilitarizmis principi
amtkicebs, rom mocemuli konkretuli qmedeba samarTlebrivia, radganac
gamoirCeva ufro maRali sargeblobiT, vidre nebismieri sxva Sesabamisi
aqti, es sruliad ar niSnavs imas, rom samarTlebrivia nebismieri iseTi
qmedeba, romelsac misi CamdenisaTvis moaqvs mogebis maqsimumi. ufro
marTebuli iqneba Semdebi mtkiceba: samarTlebrivia iseTi qmedeba,
romelsac moaqvs sargeblobis maqsimumi yvela im pirisaTvis, romlebic
aRmoCndebian aqciis Sedegebis moqmedebis sferoSi. ar SeiZleba
utilitarizmis principis axsna im mniSvnelobiT, rom is iTvaliswinebs
dadebiTi efeqtis uaryofiT efeqtze (mogebis xarjze) upiratesobis
aucileb-lobas. marTebuli iqneba, Tu CavTvliT, rom am principis
Sesabamisad, sabolood samarTlebrivia is aqcia, romelsac sxva
variantebTan SedarebiT moaqvs udidesi sufTa mogeba. da bolos, Secdoma
iqneboda gvefiqra, rom utilitarizmis principi iTvaliswinebdes Cveni
qmedebebis mxolod uSualo da elviseburi Sedegebis aRricxvis
aucileblobas. piriqiT, qmedebebis yvela SesaZlebeli variantis
ganxilvisas, saWiroa gaviTvaliswinoT, rogorc mimdinare dadebiTi da
negatiuri efeqti xarjisa da mogebis saxiT, ise maT Soris nebismieri
iribi Sedegebis prognozireba.
utilitarizmis Teoria mimzidvelia mravali TvalsazrisiT.
utilitarizmis Teoriis debulebebi kargadaa Sexamebuli im
kriteriumebTan, romlebic gamoiyenebian moraluri qmedebis intuiciuri
SefasebisaTvis. ase, magaliTad, rodesac adamiani cdilobs axsnas, ratom
aris valdebuli Caidinos esa Tu is aqcia, xSirad xelmZRvanelobs
mosazrebebiT im sargeblobis an mavneblobis Sesaxeb, romelic SeiZleba
moutanos misma qmedebam sxva adamianebs. moralis mosazrebebi moiTxoven
sakuTari interesebis darad yvela garSemomyofis interesebis
gaTvaliswinebas. aseTi qmedeba srulad ewereba utilitarizmis TeoriaSi,
radganac ukanasknelis debulebebi Seicaven qmedebis Sedegis gansazRvris
aucileblobis moTxovnas aqciaSi monawile yvela piris mimarT, da
qmedebis saxis iseTi variantis amorCevis moTxovnas, romelic
uzrunvelyofs maqsimalurad sasargeblo efeqts yvelasaTvis, miuxedavad
imisa, miiRebs Tu ara uSualod mogebas.
 utilitarizmis principis gamoyenebiT, SeiZleba aixsnas, ratom
iTvleba zogierTi qmedeba amoralurad (sicrue, col-qmruli Ralati,
mkvleloba), xolo zogierTi, piriqiT, _ moralurad gamarTlebulad
(samarTliani gamonaTqvamebi, erTguleba, valdebulebebis dacva).
utilitarizmis Teoriis momxres SeuZlia daamtkicos, rom sicrue ar
aris kargi, radganac mas sazogadoebrivi keTilReobisaTvis moaqvs
danakargebi. rodesac adamianebi erTmaneTs atyueben, maT naklebad
SeuZliaT endon da iTanamSromlon erTmaneTTan. rac naklebia ndobisa da
TanamSromlobis intensivoba, miT dabalia sazogado keTildReoba. meores
mxriv, simarTle urTierTobaSi pozitiuri faqtoria, radganac amtkicebs
ndobas da aZlierebs TanamSromlobas, riTac xels uwyobs keTildReobis
ganmtkicebas. saerTod, SeiZleba imis mtkiceba, rom saukeTeso wesia
ilaparako mxolod simarTle da Tavi Seikavo tyuilisgan. tradiciuli
utilitarizmis momxreebi uaryofen im faqts, rom SeiZleba nebismieri
qmedeba gamodges arakoreqtuli. ase magaliTad, isini ar eTanxmebian imas,
rom nebismieri upatiosneba da qurdoba yovelTvis aucileblad cudia.
Tu garkveul situaciaSi arapatiosan qmedebas mivyevarT ufro ukeTesi
Sedegebisken, vidre romelime sxva, am piris mier amave situaciaSi Cadenil
aqcias, maSin tradiciuli utilitarizmis Teoriis Tanaxmad, arapatiosani
saqcieli moralurad gamarTlebuli iqneba (am kerZo SemTxvevaSi).
utilitarizmis ideebma sakmaod Zlieri gavlena moaxdines
ekonomikuri mecnierebis ganviTarebaze. Zalian bevri ekonomisti, jer
kidev me-19 s-Si. kategoriulad amtkicebda, rom sameurneo moRvaweobis
meqanizmis safuZvelia adamianis bunebrivi miswrafeba _ maqsimalurad
gazardos Tavisi keTildReoba, xolo warmoebuli saqonlis
sargeblianoba izomeba im fasebSi, romlis gadaxdis survilic aqvT
adamianebs. miiRes ra es gamartivebebi (maT Soris saSualo danawilebis
grafikebi), ekonomistebs gauCndaT SesaZlebloba gaerkviaT yvelasaTvis
cnobili damokidebuleba moTxovnasa da miwodebas Soris, gamyidvelsa da
myidvels Soris kavSiris xasiaTi, agreTve axsnes fasebis gawonasworebis
mizezebi Tavisufali konkurentuli bazris pirobebSi. ufro metic, (da es
gansakuTrebiT mniSvnelovania), ekonomistebma SesZles daemt-kicebinaT,
rom konkurenciis safuZvelze Tavisufali bazrebis sistemis ganviTareba
migviyvans resursebis eqspluataciis iseT xerxebamde da ganamtkicebs
fasebis varirebis iseT meqanizms, rom momxmarebels SesaZlebloba
gauCndeba Tavisi sazoga-doebrivi sargebeli miiyvanos maqsimumamde
("optimumamde", Tu visargeblebT paretos terminologiiT), Tanac es
moxdeba myidvelobiTi unaris gazrdis xarjze. amgvarad, utilita-rizmis
Teoriis poziciaze yofniT, ekonomistebi akeTeben daskvnas Tavisufali
bazris sistemis ualternativobis Sesaxeb.
rogorc ukve aRvniSneT, utilitarizmis Teoria safuZvlad udevs
danaxarjisa da mogebis analizis meTods. mocemul meTodikas investiciis
efeqtianobis gansasazRvravad iyeneben (magaliTad, kaSxalis mSeneblobis,
fabrikebis, sazogadoebrivi parkebis da a.S. proeqtebSi) exlandeli da
momavali mogebisa da exlandeli da momavali xarjebis sxvaobis sididis
Sefasebis gziT. imisaTvis, raTa gamoTvalon saZiebo maCveneblebi, iyeneben
diskontirebuli fasebis mniSvnelobebs (fulad gamoxatulebaSi) yvela
arsebuli da prognozirebadi efeqtebisa, romlebic dakavSirebuli arian
am proeqtis realizaciasTan. Tanac miTiTebul efeqtebs ganixilaven
rogorc garemos, ise mosaxleobisadmi mimarTebaSi. xandaxan aseTi
gaangariSebebis ganxorcieleba friad Znelia, Tumca cnobilia iseTi
xelSeuxebeli parametrebis fasis gansazRvris ramdenime xerxi,
rogoricaa tyis silamaze (magaliTad, situaciaSi, rodesac Cven
gvainteresebs, ra raodenobis adamiani ixdis fuls analogiuri, magram
kerZo mflobelobaSi myofi parkis peizaJis dasaTvaliereblad). Tu
aRmoCndeba, rom mogeba raime sazogadoebrivi proeqtidan aWarbebs am
proeqtze danaxarjs, agreTve Tu sxvaoba mogebisa da danaxarjebis
sidideebs Soris am SemTxvevaSi metia, vidre alternatiul variantSi,
maSin SeiZleba gakeTdes daskvna pirveli proeqtis realizaciis
aucileblobis Sesaxeb. amgvarad, mocemuli midgomis CarCoSi
sazogadoebrivi sargeblianobis gansasaz-Rvravad utilitarizmis
koncefciis gamoyeneba mogebisa da danaxarjebis fulad ekvivalentebs
Soris Tanafardobis gaangariSebamde dadis.
bolos, SeiZleba aRvniSnoT, rom utilitarizmis Teoriis debulebebi
kargad eTanadebian efeqturobis kategoriis Sesaxeb warmodgenas, Tumca
maT aqvT sxvadasxva azri, bevri maT iyenebs resursebis cnobili
raodenobis pirobebSi maqsimumis warmoebis SesaZleblobis aRsawerad.
sxvagvarad rom vTqvaT, miRebulia efeqturad CaiTvalos is operacia,
romlis realizaciac saSualebas gvaZlevs uzrunvelvyoT produqciis
saWiro gamosavali resursebis minimaluri xarjvis pirobebSi. swored
asea gagebuli efeqturoba utilitarizmis pozicii-danac, ramdenadac am
Teoriis CarCoebSi samarTlebrivad iTvleba iseTi qmedeba, romelic
saSualebas iZleva miviRoT maqsimaluri mogeba minimaluri danaxarjebis
pirobebSi. sakmarisia efeqturobis zemoT moyvanil gansazRvrebaSi
sityvebi "produqciis saWiro gamosavali" da "resursebis danaxarjebi"
SevcvaloT sityvebiT "mogeba" da "danaxarjebi" _ miviRebT
utilitarizmis ZiriTad formulas; amgvarad, utilitarizmis Teoriis
Tanaxmad, koreqtuli qmedebebi yovelTvis erTdroulad yvelaze efeqturi
qmedebebia.
utilitarizmis ideis ganviTareba. utilitarizmis Teoriis
debulebebis praqtikuli gamoyeneba dakavSirebulia mTel rig
problemebTan, romelTa Soris ZiriTadia "sazogadoebrivi
sargeblianobis" raodenobrivi gansazRvris aucilebloba. ai, am
problemis erT-erTi aspeqti: rogor gavzomoT sxvadasxva adamianebis
mimarT sxvadasxva qmedebebis sargeblianobis efeqti da SevadaroT
miRebuli Sedegebi utilitarizmis mosazrebebze dayrdnobiT? davuSvaT,
magaliTad, rom Tqven da me miviReT romeliRac CvenTvis sasurveli
Tanamdeboba, rogor gavigoT, ramdenad met an nakleb sargeblobas
mogvitans es faqti Tqven an me? TiToeuli CvenTagani SeiZleba
darwmunebuli iyos, rom Tavisi samuSaos SesrulebiT SeZlebs miiRos
sargeblobis maqsimumi, magram, radganac Cven ar SegviZlia adgilebis
gacvla, obieqturad aseTi rwmena uniadagoa. radganac calkeuli
faseulobebis SedarebiTi raodenobrivi analizis gakeTeba SeuZlebelia.
aseve SeuZlebelia imis gansazRvrac, SeiZleba Tu ara sargeblobis
maqsimaluri zrdis miRweva romelime CvenganisTvis samuSaos
upiratesobiTi SeTavazebis gziT. radganac SeuZlebelia imis gansazRvra,
Tu mocemul SemTxvevaSi romeli aqcia mogvcems maqsimalur sasargeblo
efeqts, SeuZlebelia utilitarizmis principis gamoyenebac.
 problemis meore aspeqti mdgomareobs imaSi, rom zogierT SemTxvevaSi
mogeba da xarji gazomvas ar eqvemdebarebian. magaliTad, rogor gavzomoT
sakuTari janmrTelobisa da sicocxlis fasi? davuSvaT, romeliRac
saamqroSi Zvirad-Rirebuli ventilaciis sistemis damontaJebis Sedegad
SesaZlebeli gaxdeba kancerogenuli mtvris mTlianad likvidireba,
romelic sxva pirobebSi iwvevs muSebis filtvebis daavadebas. davuSvaT,
agreTve, rom aseTi RonisZiebis Sedegad muSebis sicocxlis xangrZlivoba
gaizrdeba 5 wliT. rogor gamovTvaloT sicocxlis am wlebis
Rirebuleba, rogor SevudaroT is saventilacio mowyobilobisa da misi
montaJis Rirebulebas?
problemis mesame aspeqti dakavSirebulia im garemoebasTan, rom bevr
SemTxvevaSi SeuZlebelia mogebisa da xarjis raodenobis prognozireba;
xandaxan SeuZlebelia maTi raodenobrivi Sefasebac. ase, magaliTad,
kargadaa cnobili, rom SeuZlebelia gansazRvro fundamenturi
samecniero kvlevebis momgebianoba an wamgebianoba. warmovidginoT,
kerZod, rom saqme exeba raime samecniero programaSi investiciis zomebis
gansazRvris aucileblobas, romlis realizaciac, SesaZloa, mogvcems
raime gansakuTrebulad faseul Teoriul Sedegebs, romlebsac praqtikaSi
momentalurad ver gamoviyenebT. rogoria samyaros Sesaxeb am informaciis
WeSmariti fasi, rogor gavzomoT is da rogor SevudaroT iseTi saqmeebis
fass, rogoricaa adgilobrivi saavadmyofos damatebiTi korpusis an
RaribebisTvis saxlis ageba?
utilitarizmis kritikosTa azriT, swored "gazomvis problemebi"
iwveven am Teoriis momxreTa mier misTvis obieqturi xasiaTis miniWebis
nebismieri cdis wyalSi gadayras. magram utilitarizmis Teoriis
momxreebs aqvT Sesabamisi pasuxebi gazomvis problemebis Sesaxeb.
utilitaristTa Rrma rwmeniT, realur cxovrebaSi bevri gadawyvetileba
SeiZleba miRebuli iqnes sufTad raodenobriv bazaze.
mogebisa da danaxarjebis yvelaze ufro moqnili meTodi efuZneba
fuladi eqvivalentis gamoyenebas. principSi es niSnavs, rom mocemuli
pirisTvis mocemuli obieqtis Rirebuleba SeiZleba ganisazRvros im
fasiT, romlis gadaxdasac is apirebs. Tu raRac nivTSi ixdian orjer
mets, vidre meoreSi, es niSnavs, rom myidvelisTvis pirveli nivTi orjer
metad faseulia, vidre meore. imis gasarkvevad, Tu ra fasi aqvs ama Tu im
obieqts adamianTa jgufisTvis, saWiroa mxolod am obieqtebis saSualo
fasis gageba, im pirobiT, rom bazarze es nivTebi xelmisawvdomia yvela
myidvelisTvis. mokled rom vTqvaT, sabazro fasi aris mogebisa da
danaxarjis moculobis saerTo raodenobrivi maCvenebeli. zogadad,
vRebulobT, rom mocemuli obieqtis Rirebuleba SeiZleba ganisazRvros
im fasiT, romelic ganisazRvreba misTvis Tavisufal bazarze gayidvisas.
Tu obieqti ar iyideba Tavisufal bazarze, maSin SeiZleba analogiuri
obieqtebis fasis gageba.
fuladi eqvivalentis gamoyeneba gvaZlevs erT mniSvnelovan
upiratesobas, kerZod: saSualebas iZleva ganisazRvros iseTi faqtorebis
gavlena, rogoricaa dro da ganusazRvreloba. Tu faseulobis (mogebisa
da danaxarjis) fuladi gamosaxuleba SeiZleba gavigoT mxolod
momavalSi, mis mimdinare mniSvnelobas gansazRvraven Sesworebis gziT,
romelic iTvaliswinebs namdvili droisTvis moTxovnilebis dones. im
SemTxvevaSi, Tu mogebisa da danaxarjebis moculoba ar aris
gansazRvruli sidide da SeiZleba dadgenil iqnes mxolod cnobili
albaTobiT, maSin Rirebuleba SeiZleba ganisazRvros mogebis
(danaxarjebis) da albaTobis koeficientis moculobis fuladi
eqvivalentebis namravlis gamoTvlis gziT.
mogebisa da danaxarjebis gasazomad fuladi eqvivalentis gamoyenebis
SesaZleblobis sawinaaRmdegod, utilitaristis oponentis standartuli
argumenti dafuZnebulia im mosaz-rebaze, rom SeuZlebelia fuliT
Sefasdes zogierTi iseTi sikeTe, rogoricaa sicocxle da janmrTeloba.
Tumca, am SemTxvevaSi utilitaristi ityvis, rom sicocxlesa da
janmrTelobas aqvs fulSi gamosaxuli Tavisi fasi, Tanac Cven TviTon
vawesebT am fass TiTqmis yoveldRe. vinaidan, nebismier situaciaSi,
rodesac Cven vawesebT ukidures fass zogierT obieqtze, romlebsac
gaaCniaT riskis Semcirebis unari, amiT vadgenT Cveni sicocxlis fass.
davuSvaT, magaliTad, rom viRacas surs gadaixados 5 dolari raRac
saganSi, romelic warmoadgens usafrTxoebis uzrunvelyofis saSualebas
da amcirebs avtosagzao tramvis Sedegad daRupvis albaTobas 0,00005-dan
0,00004-mde. maSin, vRebulobT, rom es myidveli faqtiurad afasebs Tavis
sicocxlis 0,00001 albaTobas 5 dolarad, xolo sicocxles mTlianad _
500 000 dolarad. faswarmoqmnis aseTi aqti gardauvali da aucilebelia,
gaagrZelebs utilitaristi Tavis msjelobas, da ase iqneba manam, sanam
SenarCundeba riskis faqtori da sanam usafrTxoeba ar gaizrdeba bazarze
sxva msgavsi nivTis gamoCenis mizeziT, romlis SeZenasac visurvebT da
romlebzedac dadgindeba gansazRvruli fasi.
da bolos, utilitaristi getyviT, rom im SemTxvevaSi, rodesac
sabazro fasebis bazaze SeuZlebeli xdeba mogebisa da xarjis Sedareba,
rCeba sxva raodenobrivi maCveneblebis gamoyenebis SesaZlebloba:
sociologiuri gamokiTxvis Sedegebi, politikuri arCevnebis Sedegebi,
eqspertTa Sefasebebi, romelTa safuZvelze SeiZleba danaxarjebisa da
mogebis moculobis gaangariSeba mocemul konkretul SemTxvevaSi.
amgvarad, Tavis praqtikul moRvaweobaSi utilitaristi awydeba mTel rig
realur raodenobriv amocanas. Tumca SesaZlebelia maTi srulad Tu ara
nawilobriv gadawyveta mainc (zemoT aRwerili meTodebis gamoyenebis
pirobebSi). Tumca, aRsaniS-navia, rom utilitaristebs akritikeben sxva
aspeqtebSic.
rogorc utilitarizmis Teoriis zogierTi kritikosi Tvlis, am
swavlebis erT-erTi ZiriTadi nakli mdgomareobs mis or moraluri _
samarTlis kategoriasa da samarTlianobis kategoriasTan SeusabamobaSi.
es niSnavs, rom calkeul SemTxvevebSi garkveuli qmedebebi moralurad
gamarTlebulia utilitarizmis TvalsazrisiT, Tumca sinamdvileSi
aramarTe-bulia da maTi Sedegia adamianis uflebebis darRveva. ai,
utilitarizmis kritikosTa zogierTi "kontrmagaliTi".
davuSvaT, Tqveni biZa daavadebulia ganukurnebeli seniT da Sedegad
ubeduria, Tumca sikvdils ar apirebs. miuxedavad mZime mdgomareobisa,
rom is imyofeba saavadmyofoSi da erTi wlis ganmavlobaSi unda
gardaicvalos, is agrZelebs qimiuri qarxnis xelmZRvanelobas. TviTon
ubeduri, winaswarganzraxviT ubedurs xdis Tavis sakuTar momsaxure
personals, anelebs im mowyobilobebis damontaJebis process, romlebic
uzrun-velyofen sawarmoSi usafrTxo muSaobas, Tumca mSvenivrad esmis,
rom amis gamo momdevno wels usaTuod daiRupeba Tundac erTi muSa.
Tqven, erTaderTma misma naTesavma, iciT, rom gardacvalebis Semdeg
memkvidreobiT miiRebT saqmes da gaxdebiT ara marto Zalian mdidari,
aramed SesZlebT ganaxorcieloT Tqveni ganzraxva: usafrTxoebis
uzrunvel-yofis sistemis dadgmiT win aRudgeT TanamSromelTa Semdgom
daRupvas. Tqven civi gonebiT afasebT situacias da midixarT daskvnamde,
rom SeiZleba saidumlod da dausjelad moakvdinoT biZa, riTac miaRwevT
sakuTar bednierebas sakuTari TavisTvis zianis miuyeneblad.
utilitarizmis Teoriis TvalsazrisiT, aseTi qmedeba samarTliani
iqneboda, Tu ar migviyvanda vinmesadmi zianis miyenebamde. biZis mokvliT
Tqven axdenT gacvlas: misi sicocxle _ muSis sicocxlis nacvlad, Tanac
aRwevT sakuTar bednierebas, imavdroulad aacilebT biZas ubedurebasa da
tkivils; aseTi Sedegi, rasakvirvelia, sasargebloa. imavdroulad,
utilitarizmis Teoriis kriti-kosTa Tanaxmad, biZis mkvleloba misi
arsebobis uflebis uxeSi darRvevaa. amgvarad, utilitarizmis Teoriis
Tanaxmad, mivdivarT daskvnamde, rom mkvleloba, romelic adamianis
uflebis, kerZod arsebobis uflebis aSkara darRvevaa, moralurad
gamarTlebulia.
utilitarizmis kritikosebi amtkiceben, rom mocemuli Teoria ar
SeiZleba gamoyenebuli iqnes im SemTxvevaSi, roca saqme exeba socialuri
samarTlianobis dacvas. davuSvaT, magaliTad, rom muSa-migrantTa patara
jgufi, friad mZime samuSaos asrulebs mcire anazRaurebis fasad, rac
Zlivs uzrunelyofs maT arsebobas. magram amiT kmayofilia sazogadoebis
udidesi nawili, radganac isini, magaliTad iReben iaf axal bostneuls,
xolo dazogili TanxiT ikmayofileben sxa survilebs. davuSvaT, rom am
situaciaSi sufTa mogeba metia, vidre muSebis patara jgufis mier
gancdili ubedurebiTa da tkiviliT miyenebuli zarali, da metia, vidre
iqneboda sufTa mogeba, es samuSao rom yvelaze Tanabrad
gadanawilebuliyo. maSin utilitarizmis Teoriis Tanaxmad, Rataki
muSebis statusis SenarCuneba, SeiZleba CaiTvalos moralurad
samarTlianad. xolo utilitarizmis Teoriis kritikosTa TvalsazrisiT,
socialuri sistema, romelic iTvaliswinebs yofiTi siZneleebis
araTanabar gadanawilebas, usaTuod amoraluria da ewinaaRmdegeba
samarTlianobis kanonebs. aseTi sistemis mier sazogadoebis
umravlesobisTvis motanili mogebis didi moculoba sulac ar
amarTlebs im uRels, romelic awveba mosaxleobis patara jgufis
warmomadgenlebs.
mocemuli kontrmagaliTi utilitarizmis mniSvnelovan nakls
gvixsnis, kerZod im faqts, rom mocemuli Teoriis CarCoebSi arsebobs
sikeTisa da tvirTis araTanabari gadanawilebis SesaZleblobis Sesaxeb
warmodgena. Tanac aseTi warmodgena dafuZnebulia mxolod jamuri
mogebis maqsima-lurad gazrdaze. sinamdvileSi, sikeTisa da siZneleebis
gadanawilebis zogierTi xerxi (saqme exeba ukiduresad arasamarTlian
variants, romelic aRwerilia kontrmagaliTSi) gansakuTrebulad
aramarTebulia, da maTi samarTlianoba ar izrdeba imis gamo, rom isini
saSualebas gvaZleven mniSvnelovani damatebiTi mogeba miviRoT.
utilitarizmis Teoria iTvaliswinebs mxolod efeqtis sargeblobas
mTlianad sazogadoebasTan mimarTebaSi, magram ar ukavSirebs am Sedegs
calkeul individumebs Soris miRebuli sikeTeebis gadana-wilebis
Sedegebs.
 tradiciuli utilitarizmis kritikosebisTvis pasuxis gasacemad,
misma momxreebma SeimuSaves damajerebeli da dasabuTebuli "norma-
utilitarizmis" Teoria. norma-utilitarizmis ZiriTadi strategiuli
mizandasaxuloba dadis utilitarizmis kanonebis moqmedebis sferos
moralis zogierTi normiT SezRudvis moTxovnamde. norm-
utilitaristebis daskvniT, moqmedebis arsis eTikuri ganmarteba ar unda
ukavSirdebodes maqsimaluri sargeblobis efeqtis, rogorc
gansakuTrebuli orientiris gansazRvris aucileblobas. maTi azriT, am
SemTxvevaSi unda gadawydes moralis koreqtuli normebisadmi
moqmedebebis ganxiluli saxeobis gamoyenebis Sedegebis Sesabamisobis
amocana. Tu es normebi moiTxoven romelime aqciis realizebas, maSin unda
moxdes am aqciis realizeba. magram ras niSnavs moralis "koreqtuli"
normebi? norma-utilitaristebi Tvlian, rom es sakiTxi meorexaris-
xovania da masze pasuxis gacema saWiroa maqsimaluri sargeblobis
efeqtis gansazRvrisas. moralis koreqtul normebad iTvleba is normebi,
romlebic yvelas mier maTi gamoyenebiT saSualebas iZlevian maqsimaluri
mogeba miviRoT. avxsnaT es Semdeg magaliTze.
davuSvaT, me veZeb pasuxs Semdeg kiTxvaze: eTikuria Tu ara
konkurentTan molaparakeba fiqsirebul fasze? norma-utilitarizmis
Teoriis Tanaxmad, me unda daviwyo imis garkveva, mogvitans Tu ara es
aqcia imaze met efeqts, vidre nebismieri sxva. Tavdapirvelad me unda
gavigo, rogoria fasis Sesaxeb garigebis dadebis moraluri aspeqtebi?
mosalodnelia, rom gaCndes wesebis variantebis Semdegi sia:
1. menejeri araviTar SemTxvevaSi ar unda mourigdes konkurentebs
fasis Sesaxeb.
2. menejers yovelTvis ufleba aqvs Sexvdes konkurentebs
SeTanxmebuli fasebis gansaxilvelad.
3. menejerebs ufleba aqvT Sexvdnen konkurentebs fasebis sakiTxis
gansaxilvelad mxolod im SemTxvevaSi, Tu am sakiTxis
gadauwyvetavad isini miiReben zarals.
romelia am wesebidan koreqtuli moraluri TvalsazrisiT? norm-
utilitarizmis mixedviT, koreqtulia is, romelic moutans maqsimalur
mogebas yvelas, vinc mas daicavs. davuSvaT, yvela variantis ekonomikuri
efeqtis gaanalizebis Semdeg, me mival im daskvnamde, rom konkretul
socialur-ekonomikur pirobebSi maqsimaluri mogeba iqneba maSin, rodesac
yvelani daicaven pirvel wess, magram ara meoresa da mesames. Sesabamisad,
pirveli wesi moraluri TvalsazrisiT yvelaze koreqtulia problemis
gadasawyvetad. exla, rodesac me vici, romeli wesia yvelaze koreqtuli
moraluri TvalsazrisiT, me SemiZlia davsva Semdegi kiTxva: saWiroa ki
mocemuli konkretuli aqciis Catareba saerTod? imisaTvis, rom pasuxi
gavceT am kiTxvas, saWiroa gairkves, rogoria koreqtuli moraluri
normebis moTxovnebi. rogorc CvenTvis ukve cnobilia, moraluri
TvalsazrisiT koreqtuli saqcielia, is rom konkurentebTan fasze
SeTanxmeba ar moxdes. Sesabamisad, im SemTxvevaSic ki, Tu dadgenil fass
SeuZlia mogvitanos ufro meti mogeba, vidre mis ardadgenas, eTikis
wesebi gvavaldebuleben Tavi SevikavoT fiqsirebuli fasis dadebis
aqciisgan, radganac amas moiTxoven is wesebi, romlis dacvis SemTxvevaSi
yvela miiRebs maqsimalur mogebas.
amgvarad, norma-utilitarizmis Teoriis debulebebi SeiZleba
dayvanil iqnes Semdeg or principamde:
1. eTikuri TvalsazrisiT raime aqcia samarTlebrivia mxolod da
mxolod maSin, roca misi realizaciis aucilebloba nakarnaxevia
moralis koreqtuli normebiT.
2. moralis norma koreqtulia mxolod da mxolod im SemTxvevaSi,
rodesac yvelasTvis, vinc mas unda misdios, jamuri mogeba ufro
maRalia, vidre alternatiuli normis dacvis Sedegad miRebuli
jamuri mogeba.
amgvarad, norma-utilitarizmis Teoriis Tanaxmad, is faqti, rom
zogierT aqcias kerZo SemTxvevaSi mivyevarT maqsimaluri mogebis
miRebisken, sulac ar niSnavs imas, rom mocemuli aqcia koreqtulia
eTikuri TvalsazrisiT.
norma-utilitaristi Tvlis, rom es aris susti adgili tradiciuli
utilitarizmis kritikosTa kontrargumentebSi kerZo SemTxvevebis
analizisaTvis, da ara ganzogadebisTvis. piriqiT, rogorc Tvlian norma-
utilitaristebi, utilitariz-mis kriteriumebis daxmarebiT saWiroa
gairkves, moralis romeli zogadi wesi unda gamoviyenoT mocemuli
koreqtuli wesis analizisaTvis. amaSi xedaven isini Teoriis kriti-
kosebTan polemikis warmatebuli dasasrulis erTaderT SesaZleblobas.
amgvarad, avadmyofi biZisa da Zmiswulis - potenciuri mkvlelis _
Sesaxeb moyvanil magaliTSi saqme exeba situacias, sadac SesaZlebelia
avadmyofis ZalmomreobiTi sikvdili. normautilitaristma SeiZleba Tqvas,
_ mocemul SemTxvevaSi sruliad naTelia, moralis wesebis dacva,
romelic krZalavs arakanonier qmedebas, kerZod mkvlelobas, moutans
sazogadoebas met mogebas, vidre moralis nebismieri sxva normis dacva.
da araswori iqneba, Tu memkvidre-naTesavi moklavs biZas, riTac is
daarRvevs moralis koreqtul normas, Tumca mocemul SemTxvevaSi
mkvleloba mogvitanda maqsimalur mogebas.
norma-utilitaristi ityvis agreTve, rom analogiur azrs Seicavs
firmis muSaTa magaliTi. sruliad naTelia, rom adamianTa eqspluataciis
gzaze mdgomi kanonebi perspeqtivaSi mogvitans ufro met mogebas, vidre
kanonebi, romlebic aseTi eqspluataciis SesaZleblobas uSveben.
maSasadame, moraluri TvalsazrisiT Sesabamisi wesi koreqtulia da
saWiroa misi gamoyeneba im SemTxvevaSi, rodesac vcdilobT pasuxi gavceT
kiTxvas "monobis" dasaSvebobis Sesaxeb, xolo saWiroa "RatakTa
xelfasis", rogorc eTikurad miuRebeli, praqtikis ugule-belyofa,
Tundac mas mohqondes maqsimaluri mogeba.
Tumca norma-utilitaristebis yvela cda naklebad efeqturia
utilitarizmis kritikosTaTvis, romlebmac Teoriis debulebebSi
gamoZebnes kidev erTi susti adgili; isini Tvlian, rom
normautilitarizmi tradiciuli utilitarizmis dafaruli formaa. maTi
azriT, kanonebi (wesebi), romlebic zogierT pozitiur gadaxrebs uSveben,
sabolood maqsimaluri mogebis miRebis saSualebas gvaZleven, vidre
kanonebi gamonaklisis gareSe. magram, kritikosebi amtkiceben, Tu wess
aqvs gamonaklisi, man SeiZleba migviyvanos arasamarTlianobamde da
adamianis uflebebis darRvevamde, rac dasaSvebia tradiciuli
utilitarizmis Teoriis CarCoebSi.
deontiuri eTika. utilitarizmis Teoria mainc, naklebad efeqturi da
araadekvaturia iseT situaciebSi, romlebic moiTxoven samarTlebriv
analizs. samarTalTan Sexeba TiToeul biznesmens uwevs. termini
"samarTali" gamoiyeneba adamianis raimesadmi normirebuli
damokidebulebis aRsawerad. individumi "flobs uflebas", Tu is
uflebamosilia imoqmedos garkveulwilad an uflebamosilia vinmesTan
garkveul urTierTobaSi Sevides.
uflebebi warmoadgenen socialuri regulaciis mZlavr instruments.
maTi daniSnuleba mdgomareobs imaSi, rom uzrunvelyos individisaTvis
miznis an saqmianobis saxis Tavisufali arCevis SesaZlebloba da misi
garantireba. sxvadasxva saxis uflebebs Soris yvelaze mniSvnelovania e.w.
moraluri uflebebi (anu adamianis uflebebi). es aris uflebebi, romelic
aqvT adamianebs mxolod imitom, rom adamianebi arian. moralur uflebebs
aqvT sami Tavisebureba:
1. isini valdebulebebTan mWidrod arian dakavSirebuli. Tu me raimes
keTebis (an flobis, an swrafvis) moraluri ufleba maqvs, maSin sxva
adamianebi moralurad valdebulni arian amis keTebaSi ar SemiSalon
xeli (xandaxan _ saxelmwifos saxiT _ xelic ki Semiwyon).
2. moraluri uflebebi uzrunvelyofen miznis individua-lurad
avtonomiuri da Tanabaruflebiani arCevanis uflebas. aravis SeuZlia
maiZulos me, Tavi davuxaro romelime wmindans mxolod imis safuZvelze,
rom sazogadoeba amisgan miiRebs raime mogebas: rogoric ar unda iyos
sazogadoebis sxva wevrebis miznebi, maT ar SeuZliaT gaamarTlon
moraluri uflebebiT dacul gegmebSi an moRvaweobaSi Careva. aRiaro,
rom mocemuli piri flobs moralur uflebas, niSnavs imis aRiarebas,
rom arsebobs sfero, sadac es piri ar emorCileba Cems survilebsa da
interesebs, anu arsebobs sfero, sadac calkeuli pirebi arseboben
Tanabrad da avtonomiurad.
3. moraluri uflebebi warmoqmnian bazas calkeuli pirebis qmedebebis
gasamarTleblad da sxvebis dasacavad da dasaxmareblad. Tu me
moraluri ufleba maqvs, Cemi qmedebebi moralurad gamarTlebulia. ufro
metic, Tu me maqvs moraluri ufleba vakeTo rame, es niSnavs, rom sxva
pirebis qmedebebi, mimarTuli CemTvis xelis SeSlisaken, ar aris
gamarTlebuli. piriqiT, gamarTlebulad CaiTvleba pirTa qmedeba,
romelic mimarTulia im pirTa qmedebebis SezRudvisken, romlebic xels
miSlian Cemi uflebis realizaciaSi.
moraluri uflebebisTvis damaxasiaTebeli miTiTebuli sami
Tavisebureba SesaZleblobas iZleva gamoyenebuli iqna es
msjelobisaTvis, romelic arsebiTad gansxvavdeba utilitariz-mis
standartuli normebis bazaze dafuZnebuli msjelobisgan.
SeiZleba gamovyoT ori mTavari gansxvaveba utilitaris-tuli da
moraluri uflebebis poziciidan midgomebs Soris.
1. moraluri uflebebi wamoadgenen calkeuli individisadmi
wayenebuli moralis moTxovnilebebis asaxvas, maSin, roca utilitarizmis
moraluri normebi Tavisi arsiT koleqtiuria.
2. uflebebi warmoqmnian normativebis bazas, romelTa gamoyenebiTac
SesaZlebelia iseTi kriteriumebiT movigerioT apelirebis cdebi,
rogoricaa sazogadoebrivi sargebloba da raodenobrivi faqtorebi.
uflebebi ufro srulyofili instrumentia, vidre utilitarizmis
standartuli normebi, magram isini Seicaven mis elementebs: magaliTad,
sazogadoebis interesebis dacvis mizniT, omSi izRudeba zogierTi
moraluri uflebebi.
bevri mkvlevari Tvlis, rom kantis kategoriuli imperativi
warmoadgens adamianis uflebebis arsebobis axsnas. swored kantis eTikas
iyeneben biznesis eTikis specialistebi saqmiani cxovrebis
problemebisadmi sxvagvar midgomaSi. ueWvelia, rom i. kanti (1724-1804)
rCeba Cvens dromde zneobriobis yvelaze gavlenian filosofosad.
eTikisadmi misma racionalurma midgomam Zlieri gavlena moaxdina
Tanamedrove eTikur azrovnebaze.
kantis eTikuri Teoriis arsi imaSi mdgomareobs, rom qmedeba, Tu is
mimarTulia, unari aqvs sayovelTao gaxdes. aseTi sayovelTaoba
adamianebs saSualebas ar aZlevs gadauxvion moralur wesebs, da aseTi
qmedeba Cadebulia TviT adamianuri racionalurobis struqturaSi. kantis
cnobili kategoriuli imperativis yvelaze cnobili formulireba
(pirveli sami formulirebidan) JRers ase: "misdie mxolod im kanons,
romelsac Sen gadaaqcevdi saerTaSorisod".
kantis Teoriis mixedviT, erTisTvis gamosadegi eTikuri wesi,
yvelasaTvis gamosadegi unda iyos. ar arsebobs raime gansakuTrebuli
eTika, romelic moemsaxureboda erT adamians an adamianTa calkeul
jgufs sxvebis sazianod. adamianTa umravlesoba intuiciiT grZnobs amis
siswores. vTqvaT, rodesac iyaviT bavSvi, Tqveni deda aucileblad
getyodaT msgavs rames: "amis gakeTeba ar SeiZleba. ra moxdeboda, rom
Tqven ase moqceuliyaviT?" Tu dedaTqvens mohyavda msgavsi argumentebi,
maSin is moqmedebda kantis eTikis TeoretikosiviT, ise, rom arc eWvobda
amis Sesaxeb!
aRvniSnoT kantis Teoriis ori momenti. jer-erTi, kanti Tavis eTikur
Teorias agebs adamianuri racionalurobis fundamentze (imaze, rasac is
uwodebs praqtikul gonierebas), da es gvaZlevs Cven potenciur saerTo
mniSvnels universaluri eTikis asagebad. (gaixseneT, utilitarizmis
tradiciaSi aseTi saerTo mniSvnelis dadgena Zneli iyo, radganac
adamianebs sargebloba sxvadasxvanairad esmodaT). meorec, kantis midgoma
gvaiZulebs moralur wesebze vifiqroT individualuri qmedebis gavlenis
TvalsazrisiT.
qcevis eTikurobis Sefasebis deontiuri midgomis Tanamedrove
formulireba ase JRers: mocemuli pirisTvis qmedeba moralurad
gamarTlebulia mxolod da mxolod im SemTxvevaSi, Tu mizezi, romlis
gamoc xorcieldeba es qmedeba, iseTia, rom miTiTebuli piri isurvebda,
mocemul situaciaSi sxvebic aseve moqceuliyvnen.
aseT formulirebaSi gaTvaliswinebulia moraluri Tval-sazrisiT
nebismieri qmedebis koreqtulobis ori kriteriumi:
_ universaluroba _ piradi motivebi unda iyos universaluri ("ra
iqneba, Tu yvela ase moiqceva?");
_ Seqcevadoba _ piradi motivebi iseTi unda iyos, rom pirs vinc mis
realizacias axdens SeeZlos isurvos am motivebis sxva adamianebis mier
gamoyeneba. ("ra iqneba, Tu me viqnebi mis adgilze?", "ra iqneba, Tu mec
aseve momeqcevian?").
utilitarizmisagan gansxvavebiT, kantis midgoma yuradRebas
amaxvilebs Sinagan motivebze da ara qmedebebis Sedegebze. Sesabamisad, ar
unda icruo imitom, rom Tu es sayovelTao gaxdeba, maSin adamianTa
Soris kavSiri damaxinjdeba, isini dakargaven erTmaneTisadmi ndobas da
sazogadoeba daiSleba. SeiZleba, ra Tqma unda, ar daveTanxmoT kantis
daskvnebs imis gamo, rom sicrue friad gavrcelebulia, magram, miuxedavad
amisa, sazogadoeba ar daSlila. magram mainc Rirs davfiqrdeT aseTi
urTierTobebis ganviTarebis perspeqtivebze. vinaidan biznesis eTikis erT-
erTi ZiriTadi problema aris is, rom adamianebi Zalian advilad igoneben
yvelaze daujerebel dasabuTebasac ki maTTvis imis Casadenad, rac
sxvebisTvis akrZalulia.
biznesis eTikis TvalsazrisiT, yvelaze perspeqtiulia kategoriuli
imperativis Semdegi formulireba: "moiqeci ise, rom kacobrioba, rogorc
Seni, ise nebismieri sxva adamianis saxiT, ganixilebodes rogorc mizani
da arasdros, rogorc mxolod saSualeba."
Cven yovelTvis imis Zlieri cduneba gvaqvs, rom raime gegmebisa da
piradi miznebis gansaxorcileblad gamoviyenoT sxva adamianebi, rogorc
saSualeba. samwuxarod, biznesSi es gansakuTrebiT xSiri movlenaa.
rogor gavarkvioT, rodis aris adamiani saSualeba da rodis mizani?
praqtikulad situaciis analizis siZnele imiT Rrmavdeba, rom
yoveldRiurobaSi Cven miveCvieT, adamianebi aRviqvaT, TviT yvelaze
axloblebic ki, Cveni miznebis misaRwev saSualebad. magram "mizansa" da
"saSualebas" Soris rogor gavavloT sworad sazRvari? Tu magaliTad,
drois 95%-s romelime adamians vakuTvnebT rogorc saSualebas, xolo
5%-s rogorc mizans zneobriobis TvalsazrisiT gana es swori iqneboda?
vin wyvets, kerZod romeli Tanafardobaa dasaSvebi? magaliTad, adamianTa
umravlesoba fostalions aRiqvams ise, rogorc saSualebas da mxolod
umciresoba ise, rogorc mizans. aris Tu ara es uzneoba? umravlesoba
ityvis, rom _ ara.
Tumca, Tu mxedvelobaSi gveqneba, rom adamianis mxolod saSualebis
saxiT gamoyeneba SezRuduli iqneba im SemTxvevebiT, roca ar xdeba misi
avtonomiis an arCevis SesaZleblobis xelyofa, maSin zemoT moyvanil
situaciaSi fostalions viyenebT mxolod rogorc saSualebas, radganac
Cveni misdami damokidebuleba ar zRudavs mis avtonomias an arCevanis
gakeTebis saSualebas.
ra Tqma unda, saqmiani cxovrebis konkretuli situaciebisadmi
kantianuri midgomis gamoyenebis siZneleebis miuxedavad, kantis eTikuri
Teoriis mniSvneloba Seufasebelia. kantma zneobis kanonis Sesaxeb Cveni
warmodgena Sors imiT waswia, rom eTikuri gadawyvetilebis miRebis
procesi daakavSira wesebis universalizaciasTan, eTika aago ra yvela
adamianisTvis saerTo racionalurobaze. demokratiisa da adamianis
uflebebis koncefciis ganviTarebaSi didi wvlili Seitana adamianis
avtonomiis faseulobis deklaraciam.
samarTlianobis eTika. biznesis problemebisadmi mesame midgoma
dakavSirebulia biznesis analizSi samarTlianobis kategoriis
gamoyenebasTan. utilitarizmis eTikisa da deontiuri eTikisgan
gansxvavebiT, samarTlianobis eTikis gamoyenebis sfero mniSvnelovnad
Seviwroebulia. ukanaskneli ZiriTadad moicavs problemebs, romlebic
dakavSirebulia biznesisa da mTlianad sazogadoebis urTierTobebTan, da
ar exeba, magaliTad, korporaciebs Soris damokidebulebebis problemebs.
naTelia, agreTve, rom samarTlianobis standartebi ar SeiZleba
calkeuli pirovnebebis moralur uflebebze maRla idgnen. TviT
samarTlianoba dafuZnebulia individTa moralur uflebebze.
 samarTlianobis eTika eyrdnoba debulebas, romlis mixedviTac
adamiani Tavisi bunebiT sazogadoebrivi arsebaa, igi sazogadoebaSi unda
cxovrobdes da misi funqcionirebis SesanarCuneblad socialur
struqturebs qmnides. misi warmomadgenlebisTvis ZiriTadi faseulobaa
adamianTa Tanasworoba da samarTlianoba, rogorc misi gamoxatuleba.
aqedan gamomdinare, samarTlianobis eTikis mixedviT, moraluri valia
kanonisadmi morCileba, romelic unda yvelasaTvis erTi iyos,
samarTliani kanonebis miReba, diskriminaciisa da privilegiebis
ararseboba.
Tumca, sirTule imaSia, rom samarTlianobis Sesaxeb erTmaneTisgan
ramdenime gansxvavebuli warmodgena arsebobs:
I. egalitarizmi. egalitarizmis Teoriis Tanaxmad (fran. sityvidan egalite
_ Tanasworoba), adamianTa Soris araviTari gansxvaveba ar aris, romelic
gaamarTlebda maTdami araTanabar damokidebulebas. am Teoriis Tanaxmad,
sazogadoebaSi Seqmnili sikeTe da masTan dakavSirebuli siZneleebi
adamianTa Soris unda gadanawildes Semdegi principis mixedviT:
"TiToeulma adamianma unda miiRos sikeTisa da siZnelis Tanabari wili".
egalitaristebi Tvlian, rom principSi yvela adamiani Tanasworia,
amitomac TiToeuli adamiani sazogadoebrivi sakuTrebis sikeTeze.
Tanabrad acxadebs pretenzias Sesabamisad - sikeTe Tanabrad unda
ganawildes.
II. "kapitalisturi" samarTlianoba _ sikeTis ganawileba unda moxdes
jgufis (firmis, sazogadoebis, kacobriobis) saerTo saqmeSi
individualuri wvlilis gaTvaliswinebiT.
III. "komunisturi" samarTlianoba _ SromiTi movaleobebi unda ganawildes
SesaZleblobis mixedviT, xolo sikeTe moTxovnilebis Sesabamisad.
IV. d. rolzis koncefcia, romelic man Camoayaliba 1971 wels gamocemul
wignSi "samarTlianobis Teoria". masSi amerikelma mecnierma moaxdina
samarTlianobis Taviseburi gagebis formulireba, romelic efuZneba
Semdeg principebs:
1. yvela adamians Tanabari ufleba aqvs yvelaze farTo Tavisuflebaze,
romelic Tavsebadia sxva adamianebis analogiur TavisuflebasTan.
2. araTanabroba socialur-ekonomikuri parametrebiT unda iyos iseTi,
rom:
a) uzrunvelyos mogebis maqsimumi yvelaze naklebad priviligirebuli
pirebisTvis;
b) dawesebulebebi da Tanamdebobis pirebi, romlebic Zalauflebas
floben, Tanabrad misawvdomi iyvnen yvelasTvis.
rolzis Tanaxmad, 1 principi unda iyos prioritetuli 2 b)
principTan SedarebiT, Tu situacia iseTia, rom orive principi
ewinaaRmdegeba erTmaneTs. me-2 principis CarCoSi a) punqti unda
ganixilebodes, rogorc priorotetuli b)-sTan mimarTebaSi.
I-ma principma miiRo "Tanabari Tavisuflebis principis" saxelwodeba.
misi arsi mdgomareobs sxva pirTa mxridan moqalaqeTa uflebebis dacvis
aucileblobis moTxovnaSi da am uflebebis Tanabrobis moTxovnaSi.
fundamenturi Tavisufleba moicavs arCevanis, sindisis, sityvis da sxva
Tavisuflebebs, agreTve sakuTrebis flobis Tavisuflebas da TviTneburi
dapatimrebis obieqtad ar gadaqcevis Tavisuflebas.
Tu CavTvliT, rom Tanabari Tavisuflebis principi marTalia, maSin,
komerciuli korporaciis mxridan Tanam-SromelTa kerZo saqmeebSi Careva,
arCevnebis dros menejerebis mxridan zewola, qrTamis micemis gziT
politikuri procesebis regulirebis cdebi da sxva aqtebi, romlebic
mimarTulia Tanabrobis principis darRvevisken, ganixileba, rogorc
arakoreqtuli qmedeba. garda amisa, rolzis Tanaxmad, SesaZlebelia
principidan iseTi gadaxveva, rogoricaa xelSekrulebis dadebis
Tavisuflebis SezRudva, amitomac TviTon principi iTvaliswinebs
Zalmomreobis, motyuebis akrZalvas da moiTxovs xelSekrulebis
punqtebisadmi pati-viscemas. aseT SemTxvevaSi klientebTan, momsaxure
personalTan saxelSekrulebo urTierToba moralurad unda iyos Tavi-
sufali iseTi debulebebisgan, romlebic motyuebis SesaZleb-lobas
uSveben, xolo samuSaos mimcems moraluri valdebuleba aqvs SesTavazos
daqiravebul pirs is momsaxureba, romelic miTiTebulia SeTanxmebaSi.
me-2 principi Seicavs debulebas "gansxvavebis" (UTanabrobis) Sesaxeb.
am debulebis Tanaxmad, ganviTarebul sazogadoebaSi unda arsebobdes
uTanabrobis elementebi, Tumca unda iqnes miRebuli yvelaze metad
daucveli fenis qonebrivi mdgoma-reobis gasaumjobesebeli qmedebebi;
aseTi qmedebebis intensivoba iseTi unda iyos, rom ar gauaresdes
situacia.
me-2 principis "b" nawilSi gamocxadebulia "SesaZleb-lobebis
Tanabrobis" idea. saqme exeba Tanamdebobis pirebisa da oficialuri
dawesebulebebis yvelasaTvis Tanabar misawvdo-mobas. es niSnavs ara
marto mSromelebisadmi wayenebuli kvalifikaciuri moTxovnebis moyvanis
aucileblobas, aramed ganaTlebis sistemis da profesiuli gadamzadebis
dawesebu-lebebis sazogado xelmisawvdomobis uzrunvelyofis aucileb-
lobas. yvela CamoTvlili piroba Seadgens sabaziso pirobebs, romlebic
gansazRvraven adamianis Zalis, SesaZleblobebisa da Tvisebebis
maqsimaluri realizaciis SesaZleblobebs.
zogadad SeiZleba aRiniSnos, rom saqmiani cxovrebis moraluri
problemebi imdenad rTuli da mravalgvaria, rom maTi mxolod erTi
mimarTulebidan gamomdinare gadawyveta, metad rTulia. sxvadasxva
situaciaSi da sxvadasxva subieqtebisadmi mimarTebaSi biznesmeni SeiZleba
sxvadasxva eTikur principebsa da faseulobebs daeyrdnos.
mecnierTa azriT, msgavsi situacia ganpirobebulia ara marto
biznesis moraluri problemebis sirTuliT, aramed Tanamedrove
kulturis TaviseburebebiT. tradiciuli kultu-risgan gansxvavebiT,
rodesac sazogadoebaSi batonobda erTi eTikuri sistema, Tanamedrove
sazogadoebaSi Tanabrad arseboben sxvadasxva eTikuri sistemebi, rac
biznesis sferoSi erTi da igive movlenis sxvadasxva Sefasebas
iTvaliswinebs.
mocemuli mdgomareoba gansakuTrebulad aqtualuria Tanamedrove
saqarTveloSi, misi rogorc tradiciulad Camoyalibebuli sxvadasxva
eTikuri sistemebiT (marTlmadi-debeli, islami, aTeizmi), ise qveyanaSi
zogadi moraluri donis dacemiT. safiqrebelia, rom biznesis eTikis
rogorc samecniero, ise saswavlo disciplinis ganviTareba Tavis wvlils
Seitans Cvens qveyanaSi ekonomikuri situaciis gaumjobesebis saqmeSi.
 korporaciuli kultura da korporaciuli eTika
korporaciuli kulturis tipologia. gamokvlevebi gviCveneben, rom
sakuTar moralur standartTan bevri adamiani midis kompromisze,
eqcevian im pirobebis zemoqmedebis qveS, romelic arsebobs
organizaciaSi, sadac isini muSaoben. amasTan, mniSvnelovani adgili
ukaviaT im faseulobebs, romlebic aregulireben mocemuli
organizaciis korporaciul eTikad wodebul eTikur urTierTobebs.
universalurisagan gansxvavebiT, korporaciuli eTika
ganpirobebulia mocemuli organizaciis saqmianobis Tavisebure-bebiTa
da miznebiT, agreTve mocemul organizaciaSi istoriulad
Camoyalibebuli qmedebebis stereotipebiT.
korporaciuli eTika warmoadgens ufro farTo normatiuli sistemis
- e.w. korporaciuli sistemis nawils. ukanaskneli Tavis TavSi moicavs
ara marto eTikur, aramed sxva faseulobebsac, agreTve Sexedulebebs,
ritualebs, simboloebs. rogori miTebi cxovroben sawarmoSi, ra
istoriebsa da legendebs yvebian, romeli movlenebi gamoiyofa gansakuT-
rebuli ceremoniebiT, ra ritualebi arseboben, ras niSnavs isini, ra
imaleba mudmivi simboloebis qveS, vin axdens gadamwyvet gavlenas, vin
gadascems tradiciebs, ras gamoxatavs an, romeli gamonaTqvamebia
tipiuri, risTvis arseboben usityvo simboloebi _ ai, mxolod is
zogierTi sakiTxi, romelic ekuTvnis korporaciul kulturas.
nebismier organizaciaSi arsebobs dauwereli, xSirad ara mkveTrad
gamoxatuli normebi da urTierTmolodinebi, romlebic Zlier gavlenas
axdenen koleqtivis qcevaze. calkeuli adamianebis msgavsad, sawarmoebi
imarTebian sxvadasxva mamoZravebeli ZalebiT, maT Soris SiSebiT, tabuTi
da nawilobriv qcevis iracionaluri meqanizmebiT, romlebzec ar
saubroben, romlebic Zlivs Seicnobian TanamSromelTa mier,
gansakuTrebiT sawarmoSi xangrZlivi muSaobisas, magram, romlebsac
ufro yuradRebiT dakvirvebis Semdeg, uzarmazari gavlena aqvT. aravis
mosdis TavSi, rom SeuZlia raime gaakeTos sxvanairad, da ara ise,
rogorc akeTebs.
imisaTvis, raTa sworad SevafasoT mocemuli organizaciis
faseulobiTi orientaciis Taviseburebebi, aucilebelia naTlad
gvqondes warmodgenili korporaciuli kulturis tipologia. miuxedavad
aseTi kulturebis mravalnairobisa, romelic ganpirobebulia warmoebis
dargebis da adamianis moRvaweobis sferos mravalgvarobiT. isini
SeiZleba daviyvanoT oTx ZiriTad tipamde (nax. 7.1).

riski
sainvesticio kultura momgebiani garigebebis
kultura
administraciuli vaWrobis kultura
kultura
ukukavSiri
nax. 7.1. korporaciuli kulturis tipologia

mocemul sqemaSi gamoyenebulia ori faqtori, romelic kulturaze

Zlier gamasaSualebel gavlenas axdens: riski (ramdenad obieqturad da
subieqturad Seicavs risks esa Tu is gadawyvetileba Tu konkretuli
moqmedeba) da ukukavSiri (ramdenad swrafad gairkveva miRebuli
gadawyvetilebis siswore). am kriteriumebis Sesabamisad ganasxvaveben
kulturis Semdeg saxeebs:

vaWrobis kultura. es kultura, romlisTvisac damaxasiaTebelia

swrafi uku-kavSiri da SedarebiT dabali riski, viTardeba, pirvel
rigSi, savaWro da gasaRebis organizaciebSi, sacalo vaWrobaSi,
nawilobriv kompiuterebis mwarmoeblebTan, uZravi qonebisa da finansur
maklerebTan, avtomobiliT movaWreebTan, saqonlis saxlSi mitaniT
vaWrobisas, agreTve, wvril sacalo vaWrobisas.
warmateba damokidebulia myidvelebTan kontaqtis raode-nobasa da
garigebebis moZiebis gulmodginebaze. TanamSromlebi _ Cveulebriv
axalgazrda, aqtiuri adamianebi, romlebic gabedulad midian
eqsperimentebze. es naturiT megobruli adamianebi, didi sulieri
moTxovnilebebis gareSe, magram garegnulad mimzidvelni, moxerxebulad
iyeneben tkbilsit-yvaobas, adamianebTan urTierToben iumoris garkveuli
doziT.
imdenad, ramdenadac isini myidvelTan pirispir xSirad erTi erTze
arian, maTTvis gansakuTrebiT mniSvnelovania koleqtivis mxardaWera.
vaWrobis kulturis sferos TanamSromlebi yvela mimarTulebiT kargad
warmarTaven koleqtiur TamaSs. maTi midrekilebaa swrafi da ara rTuli
gadawyvetilebis miReba. aq mosalodneli ar aris eg. w. "dambla
analizis Sedegis" fenomeni. imis magivrad, rom Tavi imtvrion, isini
xalisiT scdian praqtikaSi raime axals. naTlad aris gamoxatuli
moqmedebisken didi swrafva.
warmateba izomeba gasaRebis moculobiT, da ara riskiT. warmatebebs
zeimoben. TanamSromlebisTvis finansur stimulebs yovelTvis ara aqvs
pirvelxarisxovani mniSvneloba. warmate-buli gundis wevroba aris
faqtori, romlis gaTvaliswinebac saWiroa.
nakli:
 raodenoba sWarbobs xarisxs;
 dominirebs moklevadiani warmatebis azrovneba;
 TanamSromlebi grZnoben Tavis kavSirs, upirveles yovlisa,
koleqtivTan da naklebad sawarmosTan;
 kadrebis maRali denadoba.

momgebiani garigebebis kultura (spekulaciuri kultura ). es

kultura, romelzec Tavis kvals tovebs warmatebuli an warumatebeli
RonisZiebis swrafi uku-kavSiri da saSualo da maRali xarisxis
finansuri riski, gvxvdeba yvelgan, sadac ki fasiani qaRaldebiT,
sagadasaxado saSualebebiT, nedleuliT da a.S. momgebiani garigebebi
xdeba. Tumca am kulturis elementebi SeiZleba SevicnoT iseT sferoSic,
rogoricaa moda, kosmetika, profesiuli sporti, reklama da sarisko
RonisZiebebis dafinanseba.
SemoTavazebuli Sansebis swrafi gamoyeneba _ ai, ZiriTadi
strategia. aq uyvarT swrafi garigebebi da fulis swrafi miReba.
TanamSromlebi ufro xSirad fizikurad an sulierad axalgazrda
adamianebi arian. floben ra inidividualur grZnobebs da aqvT ra Tavis
Tavze didi warmodgena, isini iviTareben sakuTar TavSi did
pativmoyvareobas. gamomuSavdeba xasiaTis meomruli da agresiuli
Tvisebebi, adamiani Tavis gadawyvetilebebSi mtkice xdeba, is mudmivad
ejibreba sxvas. mgrZnobiaroba da emociuroba rCeba ganze, maTi Cveneba
(gamomzeureba) ar SeiZleba.
aq erTmaneTTan aqvT mciresityviani da xSirad Zalian swrafi
urTierToba. amis magaliTia birJaze gamoyenebuli mokle replikebisa da
Jestebis ena. Cveulebriv, TanamSromlebi cudad ewevian koleqtiur
TamaSs.
ZiriTadi motivi _ mogebis maqsimalurad swrafi miReba. Tumca,
sazRauri SeiZleba gamoixatebodes ara mxolod wkriala monetiT.
spekulaciuri kulturis sferoSi moxerxebul TanamSromlebs samagiero
miezRvebaT "varskvlavis" kultis da pirovnebis SeqmniT.
Tanamedrove menejmentis meTodebi gadaiqcevian ritualad,
romlebsac SeuZliaT iseTi ASTabeWdileba Sehqmnan, TiTqos yvelaferi
yovelmxriv gaazrebuli da gakeTebulia, raTa uzrunvelyofili iqnes
gadawyvetilebebis Sesruleba da naucbaTevi moqmedebebisgan Tavis
arideba.
moTamaSeebi naturiT crumorwmuneni arian. amasTan dakavSirebiT,
zogierT TanamSromels garkveuli ucnauroba uCndeba, rac gaugebaria
gareSe damkvirveblisTvis. principSi msgavsi kultura aixsneba mxolod
moTamaSis azartiT, radganac ar unda dagvaviwydes, rom spekulaciuri
garigebebi mTeli cxovrebis manZilze mwvave SegrZnebebis garantias
iZlevian.
administraciuli kultura. riskis dabali xarisxisa da neli uku-
kavSiris fonze, administraciuli kultura vlindeba sazogadoebrivi
momsaxurebiT, uzrunvelyofiT, kargad awyobil da dacul dargis
sawarmoebSi, msxvil administraciul firmebsa da nawilobriv bankebSi,
dazRvevis sistemebSi.
TanamSromlebi _ akuratuli da safuZvliani adamianebia,
imavdroulad frTxilni, Sarianni, pedanturni, morCilni da Seguebis
unari aqvT. gadawyvetilebebi gaazrebulad miiReba, maT misaRebad
saWiroa didi dro, amasTan, gadawyvetilebebi yovelmxriv dazRveulia.
administraciuli kulturis sferoSi urTierTobebi xasiaTdebian
safuZvlianobiTa da xazgasmuli ierarqiiT. TanamSromelTa kooperirebas
SefardebiTi xasiaTi aqvs.
ZiriTadi yuradReba eTmoba imas, Tu rogor gakeTdes, da ra
gakeTdes. amgvarad, wina planze dgas forma, xolo Sedegi _ ufro
xSirad ukan. TiTqmis kavSiri ar aris Sedegsa da anazRaurebas Soris.
Sinagan problemebze aseTi Zlierad gamovlenili orientacia mTel rig
ritualebSi vlindeba:
_ yvela sakiTxebze keTdeba Canawerebi oqmSi;
_ arsebobs dokumentebis Senaxvis kargad awyobili sistema, rac,
aucileblobis SemTxvevaSi, sakuTari udanaSaulobis damtkicebis
saSualebas iZleva;
_ proceduras aqvs meti mniSvneloba, vidre Sedegs;
_ sruldeba yvela miTiTeba, rogorc gonivruli, ise auzro;
_ TanamSromlebi cxovroben xelovnurad izolirebul samyaroSi,
sadac xdeba yvelaze umniSvnelo movlenis mTliani gadafaseba. kavSiri
gare samyarosTan ikargeba, ris Sedegadac Cndeba gare samyarosTan
daZabuli urTierToba imis gamo, rom garSemo myofTaTvis SeuZlebeli
xdeba gadawyvetilebis axsna;
_ TviTSefasebisTvis didi mniSvneloba aqvs titulebs; isini ufro
mniSvnelovania, vidre fuli.
sainvesticio kultura. sainvesticio kultura vlindeba
navTobkompaniebSi, sainvesticio bankebSi, mSeneblobaSi, nawilobriv
jarSi da warmoebis saSualebaTa mwarmoebel dargebSi. is xasiaTdeba
umTavresad imiT, rom naTlad gamoxatuli orientacia aqvs momavalze,
da imiT, rom maRali xarisxis riskis pirobebSi xorcieldeba msxvili
kapital-dabandebebi, xangrZlivi droiT swori gadawyvetilebis miRebis
arcodnis pirobebSi. TanamSromlebi muSaoben safuZvlianad, yuradRebiT,
frTxilad, moTminebiTa da guldasmiT, radganac isini iZulebulni arian
gadalaxon gaurkvevlobis grZeli periodi minimaluri an sruli
ukukavSiris pirobebSi. isini, visac ukavia xelmZRvaneli Tanamdebobebi,
riskaven ara marto Tavisi karieriT, aramed Tavisi sawarmos momavliT.
gadawyvetilebebi, romlebic xSirad miiReba yvelaze maRal doneze,
eqvemdebarebian guldasmiT Semowmebas. didi mniSvne-loba aqvs
gamocdilebas, Tumca axal ideebsac aqvT reali-zaciis kargi Sansi.
organoebSi, sadac xdeba gadawyvetilebis miReba, mefobs
avtoritetisadmi da profesiuli codnisadmi pativiscema. aq icaven
erTxel miRebul xelSekrulebebsa da gadawyvetilebebs. TanamSromlebi
xSirad ekontaqtebian erTmaneTs da yvelafers ganixilaven umniSvnelo
detalebamde. erTobliv sxdomebze arian Tavazianebi da yuradRebianebi,
yvelasTvis naTelia urTierTdamokidebuleba. avtoritetis mopovebis
procesi, romlis prizmaSic ganixileba TanamSromlis zrda, iseve
xangrZlivia, rogorc kapitaldabandebis sakiTxi. aq swrafi kariera ar
arsebobs.
es kultura aCqarebs did aRmoCenebs da mecnierebis ganviTarebas.
magram gansakuTrebiT nela keTdeba. aseTi xangrZlivi safuZvlis qonis
pirobebSi, am kulturas emuqreba moklevadiani koniunqturuli
cvlilebebi.
organizacia da moraluri standartebi. biznesis eTikis amerikeli
specialistebi j. siderblomi da C.j. doherti aRniSnaven, rom Cveni
samsaxurebrivi moRvaweobis procesSi xSirad iZulebulni varT
gavakeToT iseTi ram, rasac arafriT gavakeTebdiT Cveulebriv
sayofacxovrebo pirobebSi. magaliTad, bevr CvenTagans arasdros
fiqradac ar mouvidoda TavSi vinmes saxlidan dasaweri masalis
moparva. Tumca zogierT adamians SeuZlia aqamde daeSvas, magram isini
guldasmiT Seecdebian aseTi saxis qmedebis damalvas da Zalian
ganawyendebian, Tu vinme daiWers aseTi qmedebis dros. Tumca, Cveni
samuSao magididan xSirad migvaqvs sxvadasxva nivTebi da masalebi da
viyenebT piradi saWiroebis mixedviT an vaZlevT Cveni ojaxis wevrebs an
megobrebs. adamianebis zogierTi araswori qmedebis Cadena xdeba
konkurentul saqmian sferoSi. magram xSirad ubralod (ara biznesis
mkeTebel) organizaciaSi muSaobam SeiZleba gvaiZulos iseTi qmedebis
Cadena, rasac Cveulebriv pirobebSi arasworad CavTvlidiT. magaliTad,
sxvisi muSaobis Sedegebis kritika iwvevs wyenas, rasac Cveulebriv
pirobebSi Tavs varidebT. Tumca, samuSaoze es SeiZleba Sediodes
samsaxurebriv movaleobebSi. xSirad organizaciuli da konkurentuli
faqtorebis simbiozs mivyevarT iqamde, rom SeiZleba adamianis qmedeba
CaiTvalos saeWvod. Cven SeiZleba iZulebuli gavxdeT, davmaloT raime
faqti, vecadoT am mdgomareobidan gamosvla, veZeboT upiratesobebi,
mivayenoT ziani an ugulebelvyoT sxvebis mier miyenebuli ziani,
gavCumdeT, rodesac vxedavT sxva adamianebisadmi miyenebul sxvadasxva
usamarTlo qmedebas.
biznesis eTikis sferoSi gamoCenili bevri mkvlevari winaswar
varaudobs, rom samuSao da samsaxurebriv situaciebSi uxeSad irRveva
Cveni, Cveulebriv, sazogadod miRebuli norma da qcevis wesi, magram
amasTan, Cveulebriv, maSinve gadadian im sakiTxis garkvevaze, saqmiani
aqtiuroba unda axdendes TviTregulirebas, Tu unda imarTebodes
saxelmwifos mier, raTa ar SeiWres im sabaziso moralur sakiTxebSi,
romelic exeba imas, Tu rogor unda iqceodnen adamianebi. Tumca sanam
gadavalT am udaod mniSvnelovan sakiTxamde, j. sidelbromTan da C.j.
dohertisTan erTad gavakeToT mikrodoneze organizaciis eTikis
analizi.
saweri masalis moparvasTan dakavSirebuli magaliTi SeiZleba
trivialurad mogeCvenoT, radganac moparulis fasi ganuzomlad mcirea
umravlesi organizaciis biujetTan SedarebiT. Tumc,a igive mosazreba
SeiZleba gamoyenebuli iqnes sxva datacebis gasamarTlebladac _ ai,
ratom CavTvliT sxva msgavs nebismier qmedebas samarcxvinod. amasTan
erTad, samuSao adgilidan iafi nivTebis dataceba warmoadgens qcevis
saxes, romelic aerTianebs yvela momuSaves organizaciis sakuTrebisa da
fondebis sakuTari mizniT gamoyenebis niadagze.
organizaciaSi, sadac wvrilmani dataceba Cveulebrivi saqmea, Zneli
xdeba zRvaris gavleba TanamSromelTa normalur qcevasa da iseT saeWvo
qmedebebs Soris, rogoricaa, magaliTad, saqmiani kontaqtisTvis
gankuTvnili telefoniT piradi satele-fono saubrebi, organizaciis
biujetis xarjze TanamSromelTa xSiri mgzavroba da a.S. swored imitom,
rom wvrilmani qurdoba yvelas trivialurad eCveneba, ukiduresad
uxerxulia masTan brZola. magram rogorc ki aseTi wesrigi sazogadod
miRebuli gaxdeba, Zneli xdeba bevrad ufro mZime danaSaulTan brZola.
droTa ganmavlobaSi TanamSromlebi moxvdebian iseT situa-cuaSi, rom
ukve ar SeuZliaT win aRudgnen fondebis msxvil xarjvas, romelic
SeiZleba wasuliyo aqcionerTa mogebaSi an dabrunebodaT im adamianebs,
visi fuliTac funqcionirebs organizacia. WeSmaritebis damalva
warmoadgens qcevis kidev erT magaliTs, romelsac Cven Cveulebriv
veZaxiT araswors, magram mxolod ara samuSao adgilze.
biznesis keTeba, ZiriTadad, niSnavs saqonlis yidva-gayidvas
calmxrivi mogebiT. rodesac Cndeba gayidvis obieqtze cru informaciis
micemis saSualeba, kanonmdeblobaSi Cadebuli sanqciebis SiSiT,
gamyidveli aucileblad ar isargeblebs am SesaZleblobiT. Tumca
mTeli simarTlis damalva, gansakuT-rebiT, im informaciisa, romelic
exeba gasayid saqonels, da romelic myidvels iZulebuls gaxdis eZebos
aseTi saqoneli sxvagan, ubralod ar aris gaTvaliswinebuli iseT
TamaSSi, rogoricaa vaWroba. zemoT Tqmulidan gamomdinareobs, rom
adamianis samuSao qmnis situacias araCveulebrivi wesebiT, romelic
arsebiTad gansxvavdeba im wesebisgan, romlebic moqmedeben
sazogadoebaSi adamianis nebismieri sxva saxis kontaqtis dros. Cven
SegviZlia davmaloT raime faqti Cveni samuSaos gareTac. Cven SeiZleba
marTebulad CavTvaloT Cveni nacnobebisgan raime faqtis damalva, maTive
sakeTildReod (magaliTad, raTa ar CavayenoT isini uxerxul
mdgomareobaSi), magram Cven vigrZnobdiT Tavs uxerxulad, Tu amas
gavakeTebdiT CvenTvis raime sargeblis miRebis gamo. magram amisgan
gansxvavebiT, nebismieri gamyidveli Tavs igrZnobs minimum
dakmayofilebulad, Tu ara triumfatorad, rodesac dainaxavs misgan
gaumarTavi an xmarebaSi myofi im avtomobiliT wasul myidvels,
romelic gaiyida am defeqtebisa da naklovanebebze miTiTebis gareSe.
xSirad, biznesis Tavisebureba sxva adamianebisadmi zianis
miyenebisadmi gulgrilobaSi mdgomareobs, rac aratipiuria Cveulebriv
situaciaSi. produqcia, romelsac biznesmeni awarmoebs da yidis sabazro
ekonomikis pirobebSi, xSirad saxifaToa adamianTa sicocxlisa da
janmrTelobisaTvis. xSirad aRiniSneboda, rom, sxvadasxva garemoebaTa
gamo, publika miiswrafvis SeiZinos aseTi produqcia, maSinac ki rodesac
Segnebuli aqvs aseTi riski. magram mwarmoeblebi da gamyidvelebi sulac
ar miiswrafian gaafrTxilon potenciuri myidvelebi mosalodneli
xifaTis Sesaxeb, Tu maT amas ar aiZulebs kanoni. xSirad reklama
gamoiyeneba usafrTxoebis grZnobis Casanergad saxifaTo produqciis
gamoyenebisas, magaliTad, rodesac dilis garbenidan dabrunebuli Zal-
RoniT savse axalgazrda mamakaci ixdis botasebs da Tan udardelad da
kmayofili saxiT eweva sigarets.
sxva adamianebisadmi zianis miyenebisadmi gulgriloba xSirad
vlindeba organizaciis muSakebisadmi mimarTvisas. im adamianisadmi
mimarTebaSi, romelsac iTxoven samsaxuridan, aqveiTeben an umcireben
xelfass, Semsrulebeli pirisgan TanagrZnoba ubralod dauSvebeli
fufunebaa. zogierT SemTxvevebSi, aseTi qmedebebi sruldeba
darwmunebulobisa da upiratesobis sruli SegrZnebiT, raime axsna-
ganmartebis gareSe, imis SegrZnebiT, rom ufrosis mxolod avtoritetia
sakmarisi qveSevrdomis dasaTanxmeblad Sefis nebismier moqmedebasTan.
SesaZloa, kanoniT es marTlac sakmarisi iyos, magram sxva mosazrebebiT,
kanoni am SemTxvevaSi ar aris absoluturad srulyofili. moraluri
TvalsazrisiT, sxva adamianebisadmi miyenebuli zianis ugulebelyofa
warmoadgens qcevis iseT tips, romelsac Cveulebriv pirobebSi araswors
vuwodebT. Cven axlaxans samsaxuridan daTxovili adamianisadmi
SegviZlia gamoviyenoT fraza: "me mindoda mas davxmarebodi, magram....
biznesi biznesia."
samuSao pirobebSi mliqvneloba da intriganoba SeiZleba CaiTvalos
"adamianebTan muSaobis codnad". Cveulebriv pirobebSi, Tu Tqven
aRmoCndebiT iseTi adamiani, romelic mliqvnelobiT cdilobs Tavisi
Tavisadmi adamianebis keTilganwyobis mopovebas, raTa SemdgomSi
gamoiyenos isini Tavisi miznis misaRwevad, an Tu Tqven organizebas
ukeTebT saidumlo kavSirs adamianebis erTmaneTTan dasapirispireblad,
Tqven giwodeben aragulwrfel an sastik adamians. magram samuSao
adgilze yvelaferi icvleba. imis magivrad, rom mas uwodon mliqvneli,
amboben, rom is aris adamiani, romelsac aqvs "mSvenivrad manevrirebis
unari", xolo sisastikes cvlian terminiT "praqtikuli".
biznesis samyaroSi am movlenebis arsebobas ar uaryofs arc erTi
adamiani. magram ara marto biznesSi "mogebis gamo" (rogorc xSirad
uwodeben saqmiani adamianebis am samyaros) warmoiqmneba aseTi tendencia.
ama Tu im xarisxiT aseTi movlenebi SeiCneva nebismier organizaciaSi. Tu
Cven ganvixilavT sazogadoebrivi seqtoris iseT organizaciebs,
rogoricaa saswavlo an samkurnalo dawesebulebebi, iqac ki ver
SevniSnavT pacientebisadmi ufro yuradRebian mopyrobas an momsaxurebis
ufro ukeTes xarisxs, vidre kerZo biznesis sawarmoebSi. borotebis
fesvebi, etyoba, mdgomareobs imaSi, rom sawarmoo moRvaweobis
organizacia TviTon cvlis formas da adamianis qcevebis axali
moraluri Sinaarsis formirebas axdens.
biznesis xelmZRvanelTa ramdenime gamokiTxvis Catarebis Semdeg
naTeli gaxda, rom Etipiuri standartebi samuSao adgilze
mniSvnelovnad gansxvavdeba Cveulebriv cxovrebaSi sazogadod miRebuli
standartebisagan. 1977 wels gamomcemloba Harvard Business Review –is mier
Catarebuli 1000-ze meti xelmZRvanelis gamokiTxvis Sedegad, yoveli
Svididan oTxma ganacxada, rom isini xSirad ganicdian Sinagan
konfliqts imis gamo, Tu ras elodebian xelmZRvanelebis mogebaze
zrunviT maTi efeqturi muSaobisgan da ras _ rogorc eTikuri
adamianebisgan. gamokiTxulTa orma mesamedma dadebiTad upasuxa kiTxvas,
aris Tu ara maTTan sazogadod miRebuli samsaxurebrivi movaleobis
Sesrulebis dros araeTikuri saqcielis Cadena. yvelaze xSirad
axsenebdnen qrTams, igive "saCuqars" saWiro adamianebisTvis,
arasamarTlian faswar-moqmnas, zenormatiul gayidvebs, myidvelTa
motyuebas, arasamarTlian miRebas samuSaoze da maTTan momuSave
personalTan mopyrobas.
1976 wels gamokiTxuli iqna korporaciebis Pitney-Bowes-is 300-ze da
Uniroyal-is 200-ze meti menejeri. maT dausves kiTxva imis Sesaxeb, uwevT
Tu ara maT sakuTar eTikur principebTan kompromisze wasvla
korporaciuli miznebis miRwevis gamo. aTidan Svidma upasuxa, rom maT
uwevT amis gakeTeba.
1982 wel Catarebulma gamokiTxvam aCvena, rom analogiuri situaciaa
aSS-s ekonomikur struqturaze orientirebul sxva qveynebSic.
gamomcemloba International Management-is mier Catarebul gamokiTxvaSi
monawile 919 biznesis umsxvilesi xelmZRvanelidan 53%-ma miuTiTa, rom
ukanaskneli xuTi wlis ganmavlobaSi minimum erTxel mainc hqondaT
SemTxveva imisa, Tu ra gaakeTes kompaniis interesebis gamo da
sinamdvileSi ras Tvlidnen marTebulad eTikuri an moraluri
TvalsazrisiT. saCuqrebi, qrTamebi da araregularuli gadasaxadebi
dasaxelda saqmis warmoebis yvelaze ufro xSirad gamoyenebul
araeTikur da arakanonier meTodebad, romelsac mosdevda aucilebeli
informaciis damalva da falsificireba.
samecniero kvlevebi gviCveneben, rom bevri adamiani sakuTar
moralur standartebTan kompromisze midis im organizaciaSi arsebuli
pirobebis gamo, sadac isini muSaoben. magram, sanam sawarmoo da biznesis
organizacias vaRiarebdeT borot Zalad, romelic aiZulebs adamians
gadaitanos aseTi moraluri dramebi, aucilebelia gavecnoT menejerTa
da Cveulebrivi publikis gamokiTxvas, romelic Caatara gelapis
institutma 1983 wels. gamokiTxvis Catarebisas varaudobdnen, rom
pasuxis raRac nawils miiRebdnen im adamianebisgan, romlebic
daadanaSaulebdnen sakuTar organizacias maTi interesebis da moraluri
principebis SelaxvaSi. Tanac CaTvlidnen, rom maT mier organizaciisgan
miRebuli sakuTari sargebeli arasak-marisi iyo. magaliTad, kiTxvaze,
SeuZlia Tu ara adamians SeukveTos meniudan yvelaze Zvirfasi kerZi, Tu
sadilis Rirebulebas ixdis misi sakuTari kompania, erTma upasuxa, rom
SeuZlia, "radgan TviTon Tavis Tavs xSirad ver miscems aseTi fufunebis
uflebas". meorem ase upasuxa: "maT unda momcen me aseTi SesaZlebloba _
24 saaTis ganmavlobaSi me ar vimyofebi qalaqSi da amiT isini me
mayeneben uzarmazar uxerxulobas".
samsaxurebrivi movaleobis Sesrulebisas, Cven xSirad ar
vxelmZRvanelobT Cveulebrivi moraluri standartebiT. amis gamo,
rodesac eTikuri problemebi warmoiqmnebian sinamdvileSi, Cven vTvliT
maT gansakuTrebiT Znelad gadasawyvetad. Cveulebriv cxovrebaSi Cven
vxelmZRvanelobT moraluri wesebiT: "ar icruo", "ar moatyuo" . . . im
SemTxvevaSic ki, Tu es wesebi ar arian xelSeuxebelni (Cven xSirad
vuSvebT gamonakliss), isini mainc Zalian gvexmarebian sakuTari qcevebis
marTvaSi. magram samsaxurebriv situaciebSi srulad gamosayenebadi
mxolod mcire maTgania. Sedegad, Cven vxvdebiT Zalian areul
situaciaSi, rodesac Cveulebriv moralTan aseTi winaaRmdegoba Zalian
Sors midis. "SesaZloa, dRes diliT me ar vuTxari klients sruli
simarTle, magram me isedac xSirad var iZulebuli davumalo klientebs
zogierTi faqti. iyo Tu ara es SemTxveva ufro seriozuli, vidre wina?
aris Tu ara momxdari imdenad seriozuli imisaTvis, rom gamoviZaxo is
an gavakeTo raime situaciis dasazusteblad? Tu me unda mivsdio im
momentebis raodenobis SezRudvis politikas, rodesac vambob simarTles
da Tanac, SesaZloa mis mcired nawils?"
imasTan dakavSirebiT, rom Cven, samsaxurebrivi movaleobis
Sesrulebisas, xSirad vaxorcielebT xelmZRvanelobas Cveni sakuTari
moraluri standartebiT, xSirad CvenTvisac Znelia, mivxvdeT, rodis
aris aucilebeli win aRvudgeT sxva adamianebis araswor qmedebebs.
davuSvaT, rom Cveni organizaciis yvela muSaki, Cveni CaTvliT, mivediT
im daskvnamde, rom Cveni produqcia saxifaToa momxmareblisTvis. Tqven
SegiZliaT CaTvaloT, rom es mxolod TamaSis elementia _ rom
adamianebi iZulebulni arian ifiqron TavianT Tavze. magram Semdgom
Tqven igebT, rom kidev romeliRac produqcias moaqvs ziani
momxmareblisTvis. romel wess unda mivsdioT imis gasarkvevad, Zalian
Sors xom ar SevtopeT? aRniSnuli problema gansakuTrebulad
rTuldeba imiT, rom sxvebis informireba, principSi, yovelTvis
ganixileba, rogorc negatiuri saqcieli. magaliTad, mozardobisas bevri
CvenTagani Tvlida, rom maswavlebeli iyo avtoritaruli pirovneba da
ver vxedavdiT verafer Rirseuls mis informirebaSi. "informa-torebis"
qcevis motivacia yovelTvis iwvevda eWvs. es Taviseburebebi SeimCneva
mozrdilTa cxovrebaSic. adamianebi, romlebic iwyeben mosamarTlis
sastveniT stvenas, rodesac amCneven, maTi azriT, sxvis araswor
saqciels, iwveven Zalian uaryofiT damokidebulebas Tavis
organizaciaSi, da im adamianTa sakmaod Sereul reaqcias, romlebic am
organizaciaSi ar muSaoben. Tu ki "informatorebisadmi" Cveni zizRi
SeuerTdeba Cvens samuSao adgilze gabatonebul wesierebis
elementaluri wesebis Seusruleblobas, maSin Zalian advilia gavigoT,
Tu ra gvibiZgebs dumilis SenarCunebisken zemoT aRweril situaciaSi.
rodesac TiToeuli CvenTagani xSirad an dro da dro arRvevs
Cveulebrivi qcevis wesebs, SeiZleba warmoiqmnas seriozuli eWvi
nebismieri adamianis mimarT pirferobaSi, romelic isargeblebs erTi
calke aRebuli epizodiT da gadawyvets misces gareSe pirebs
araxelsayreli informacia Tavisi kolegebis Sesaxeb.
msgavs SemTxvevebSi warmoiSveba kidev mTeli rigi rTuli moraluri
problemebi, bevr organizaciaSi momuSave adamianebi xSirad grZnoben,
rom arakeTilsindisieri saqmeebi Zalian Sors wavidnen, rom raRacis
Sesaxeb saWiroa xmamaRla Tqma an dauyovnebliv raimes gakeTeba. magram
imasTan dakavSirebiT, rom moraluri qcevebis normaluri wesebi xSirad
irRveoda, Zalian rTuli xdeba sazogado dumilis darRveva da
moraluri poziciis dakaveba seriozuli an gansakuTrebulad mavne da
araswori qcevis SemTxvevaSic ki.
eTikuri problemebis mimarT adamianebis mier dakavebuli poziciebis
didi mravalferovneba aixsneba Cveni reaqciiT moraluri wesebis
darRvevebisadmi. adamianebi, romlebic emxrobian saqmiani organizaciebis
merkantilur interesebs, Tvlian, rom, Tu es problemaa, maSin misi
saukeTesod gadaWra SeiZleba ufro mkacri TviTkontroliT, maSin,
rodesac am poziciis kritikosebi Tvlian, rom aucilebelia adamianTa
saqcielis garegani regulireba. samwuxarod, adamianebis qcevebis
uSualod regulirebis meTodebze swrafad gadasvlis mosurneni, qcevis
ufro mkacri TviTkontrolis momxreebic da kritikosebic
mxedvelobidan uSveben ukiduresad mniSvnelovan sakiTxs imis Sesaxeb,
Tu ras warmoadgens samuSao adgilze swori qceva. Sedegad, biznesis
eTikis Sesaxeb popularuli literaturis umravlesoba, usargebloa
adamianisTvis, romelmac gadawyvita seriozulad gaerkves, Tu rogor
moiqces samsaxurebrivi movaleobis Sesrulebis dros araerTgvarovan
situaciebSi. aRmoCnda, rom saqmian sferoSi arsebuli wesrigis kritika
miiswrafvis maSinve dasvas kiTxva imis Sesaxeb, rogor moiqces sworad
araerTgvarovan situaciebSi. rolf neideri, saqmian sferoSi arsebuli
tipiuri kritikis Sesaxeb, wers: "aseTi kritikosi ubralod mouwodebs
korporacias Sewyvitos barbarosoba, mospos monopolia, Sewyvitos miwis,
haeris da wylis mowamvla, Sewyvitos adamianisa da bunebisTvis
saxifaTo produqtebis gayidva, Sewyvitos muSakTa saSineli xifaTis qveS
moqceva, Sewyvitos korporaciaSi momuSave Segnebuli adamianebis
terorizeba, da daiwyos axlandeli adamianebisa da momavali Taobebis
uflebebis dacva."
neideri mogviwodes yvela korporaciaSi mTlianad adamiane-bis
qcevis mniSvnelovani cvlilebisken. imis miRwevis saSua-leba, riskenac
is mogviwodebs, mdgomareobs, misi azriT, moqalaqeTa saqmiani
aqtiurobis kontrolis RonisZiebebSi ufro farTo da Zlier
monawileobaSi, agreTve, aseTi kontrolis ufro didi efeqturobis
miRwevaSi. Tumca, neideris meTodebi ar exeba uSualod im adamianis
winaSe mdgar moralur dilemebs, romlebic konkretuli organizaciis
CarCoSi samsaxurebrivi movaleobis Sesrulebisas aRmoCndnen
araerTgvarovan situaciaSi, im pirobiT, rom es adamianebi iZulebulni
arian izrunon Tavisi organizaciis mogebaze da amasTan, sakuTar
karieraze.
 sxva kritikosebi, TiTqos ufro yuradRebiT ekidebian im adamianebis
winaSe mdgar moralur dilemebs, romlebic Tavis organizaciaSi
samsaxurebrivi movaleobis Sesrulebisas aRmoCndnen araerTgvarovan
situaciaSi. jon de loreni korpo-racia "jeneral motorsidan" wasvlis
Semdeg, magram manam, vidre Seeqmneboda uzarmazari problemebi Tavis
kompaniasa da kanonTan, romlis Sesaxebac ase bevrs werdnen masobrivi
informaciis saSualebebi, aSS-s saqmian wreebTan urTierTobis
gamocdilebis Sesaxeb, werda Semdegs: "maSin me meCveneboda, da exlac ase
meCveneba, rom aSS-Si saqmiani urTierTobebis sistemis organizebas
mivyevarT sruliad araswor, amoralur da upasuxismgeblo
gadawyvetilebebamde, miuxedavad imisa, rom bevri saqmiani adamianis
piradi morali TiTqmis unakloa. Tavisi jgufuri arsis gamo, sistemas
aqvs sxva morali, vidre calkeul pirovnebas, rac mas saSualebas aZlevs
TviTneburad awarmoos arasaWiro da zogjer sicocxlisTvis saxifaTo
produqtebi, diqtatoriviT sastikad moeqces Tavis momwodeb-lebs, misces
da aiRos qrTamebi veluri biznesis sawarmoeblad, daarRvios muSakTa
elementaruli uflebebi, moiTxovos xelmZRvanelobisadmi usityvo, brma
morCileba da gavlenac ki moaxdinos mTavrobis mier Zalauflebis
ganxorcielebis "demokratiul" procesze, politikuri moRvaweebis
ukanono finansirebis gziT".
de lorenis analizi mSvenivrad xsnis samuSao adgilze swori
qcevebis Cadenis gansakuTrebul siZneles. es rom martivi saqme iyos,
biznesmenebis piradi morali, ra Tqma unda, saxelmZRvanelo iqneboda
qmedebisaTvis da Tavisi samsaxureb-rivi movaleobebis SesrulebisaTvis.
magram de loreni ar gvaZlevs am mniSvnelovani problemebis gadawyvetis
recepts.
SeiZleba vifiqroT, rom mxolod saqmian samyaroSi arsebuli
wesrigis kritikosebi varaudoben, rom samuSao adgilze gansakuTrebiT
rTulia moralurad swori qmedebebis Cadena. gansakuTrebiT
mniSvnelovania is, rom adamianebi, romlebic mxars uWeren saqmiani
organizaciis merkantilur interesebs, mudmivad aRniSnaven igive
problemebs. aviRoT magaliTad, milton da rouz fridmanebi.
Tanamedrove kapita-lizmis popularuli kvlevis naSromSi "arCevanis
Tavisufleba" ("Free to Chose") isini, pirvel rigSi, miuTiTeben imaze, rom
arsebobs gansakuTrebuli SeumCneveli meqanizmebi, romlebsac SeuZliaT
saqmiani adamianis piradi TviTdamkvidrebis energia mimarTon biznesis
samyarosaTvis sasargeblo kalapotSi, da es gakeTebuli iqneba am
samyarosa da am biznesmenis sakeTil-dReod. aseTi mtkicebuleba srulad
emTxveva adam smiTis azrs "Tavisufal bazarze" "uxilavi xelis"
arsebobis Sesaxeb, romelic mimarTavs bevri gancalkevebuli
gamyidvelisa da saqonlis myidvelis individualur Zalisxmevas mkacri
ekonomikis agebis kalapotSi. fridmanebi Semdeg svamen kiTxvas:
"SegviZlia Tu ara Cven mTlianad moveqceT "uxilavi xelis" gavlenis
qveS, rogorc amaze saubrobs adam smiTi?" _ da pasuxoben _ "ara,"
Semdegnairad: "mravali ekonomisti, filoso-fosi, reformatori da
socialuri kritikosi amtkicebda ...(rom)... sakuTar mogebaze zrunva
aucileblad miiyvans gamyidvels myidvelis motyuebamde. pirvelebi
miiReben kolosalur mogebas ukanasknelebis gauTviTcnobiereblobis
gamo, moatyueben maT da Seasyidian cud produqtebs. gamyidvelebi
daarwmuneben myidvelebs, iyidon is produqti, romlis yidvasac isini ar
apireben. amasTan, kritikosebi miuTiTebdnen imasac, rom Tu bazars
mkacrad ar gaakontroleben, maSin misi negatiuri zemoqmedeba daartyams
igive adamianebsac ki, romlebic uSualod ar arian CarTulni sabazro
moRvaweobaSi. sabazro urTierTobebis uSualo monawileni ki
aucileblad daeqvemdebarebian bazris gamxrwnel zemoqmedebas. yvela
adamianze bazris sayovelTao negatiuri gavlena gamoixateba imaSic, Tu
rogori dabinZurebuli haeriT visunTqebT Cven, rogor gafuWebul wyals
davlevT, janmrTelobisTvis rogori saxifaTo produqtebiT vikvebebiT.
bazari aucileblad unda imyofebodes yvelaze sastiki SezRudvebis
CarCoebSi imisaTvis, raTa davicvaT momxmarebeli sakuTari
gauTviTcnobierebulobis gamo, rasac moaqvs yvelaze damRupveli
Sedegebi ganzrax farTod reklamirebuli saqonlis yidvisas,
arapatiosani gamyidvelebisgan, romlebic asaReben aseT produqtebs da
davicvaT, agreTve, yvela CvenTagani garemoze sabazro urTierTobebis
damRupveli gavlenisgan, romelic xdeba sul ufro dabinZurebuli da
saxifaTo adamianis sicocxlisaTvis".
fridmanebisgan, rogorc kapitalizmis damcvelebisgan, Cven unda
velodoT Setevis am xazze Tavisufali bazris dacvis cdebs. magram
xdeba sruliad sapirispiro, radganac, maT mSvenivrad esmiT
biznesmenebis swrafva aiRon bevrad meti, vidre maT amis uflebas aZlevs
ekonomikuri Tavisufleba Tavisufali bazris pirobebSi, da amasTan
dakavSirebuli kacobriobisTvis namdvilad seriozuli safrTxe.
"uxilavi xelis moqmedebis kritika dasabuTebulia", _ Tvlian avtorebi.
Tumca, isinive Tvlian, rom bazarze gavlenis arsebul meqanizmebs
SeuZliaT mxolod situaciis gauareseba, da ara gaumjobeseba. da exla
ukve sruliad axali TvalsazrisiT SeiZleba mivudgeT saqmiani samyaros
garegani kontrolis sakiTxis ganxilvas, maSin, rodesac saqmiani
adamianisTvis Tavisi saqcielis sisworisa da eTikurobis Sesaxeb gadaw-
yvetilebis miRebis problema isev gansaxilveli rCeba.
organizaciis eTikuri donis amaRlebis xerxebi. ukanasknel xans
mniSvnelovani yuradReba eTmoba eTikur problemebs, romlebic
adamianebs eqmnebaT samuSao adgilebze. 1970 wlebis Suaperiodamde,
miuxedavad didi skandalebisa, romlebic dakavSirebuli iyo kompania
General Electric-is faswarmoqmnasTan da amerikuli saavtomobilo
mrewvelobis mier sicocxlisTvis saSiSi satransporto saSualebebis
gamoSvebasTan, sazogado-ebis sxvadasxva fenebis simpaTiebi or banaks
Soris gaiyo: erT mxares iyo, momxmarebelTa da mkvlevarTa interesebis
damcveli adamianebi, romlebic biznesmenebs da mTavrobas adanaSauleb-
dnen araeTikuri damokidebulebis gavrcelebaSi, da meore mxares, vinc
biznesmenebsa da mTavrobas icavda pirveli mxarisgan.
magram im periodSi, romelsac "uotergeitsis Semdgom eras" eZaxdnen,
aRmoCenili iqna aSS-s mTavrobasa da biznes-wreebSi arakanonieri
qmedebebisa da korufciis uamravi faqti: pentagonis samxedro-
samrewvelo kompleqsSi; kongresis mier finansebisa da sxva nebismieri
fondis ganawilebisas; sainves-ticio firmebsa da sadazRvevo kompaniebSi;
navTobmompovebel da navTobgadamamuSavebel mrewvelobaSi;
saavtomobilo mrewvelobaSi (Zalian bevrjer); Tambaqos mrewvelobaSi;
saerTaSoriso vaWrobaSi, Tu aRvniSnavT mxolod yvelaze msxvil da
yvelaze aRmaSfoTebel faqtebs. yvela sxva danarCen SedegebTan erTad,
zemoT aRniSnulTan dakavSirebiT, gansakuT-rebuli simwvaviT dadga
saqmiani organizaciis muSaobaSi yvelaze elementaruli eTikuri
normebis dacvis problema. mTavroba da saqmiani wreebi aseT situaciaSi
iZulebuli iyvnen Tundac zogierTi nabiji gadaedgaT Tavisi, ase Zlier
Selaxuli reputaciis gadasarCenad. sakonsultacio (e.w. konsaltinguri)
firmebma daiwyes samrewvelo JurnalebSi Tavisi reklamebis moTavseba,
organizaciaSi moraluri klimatis gasaumjobeseblad seminarebisa da
satreningo RonisZiebebis Catarebis Sesaxeb.
Tumca bevri imaT Soris, rac xSirad ganixileba da midis saqmian
adamianebamde da organizaciebamde, Zalin mcired gvexmareba im eTikuri
problemebis gadawyvetaSi, romelsac awydebian adamianebi samuSao
adgilze. qvemoT moyvanilia aseTi saxis yvelaze metad tipiuri
magaliTi. eTikuri resursebis centri (Ethics Resource Center) dafuZnda
romeliRac organiza-ciis mier saxelwodebiT "Amerikan Viewpoint, Inc." es
organizacia dakavebulia wignebis, ubralod pamfletebis gavrcelebiT,
agreTve seminarebs atarebs, romlebmac amerikelebs unda Caunergon _
gansakuTrebiT saqmian adamianebs rwmena, rom _ ufro eTikurebi iyvnen.
am organizaciis mier gavrcelebuli literaturis mixedviT, misi
moRvaweobis mTavari motivia _ SeinarCunos Tavisufali mewarmeobis
sistema. organizacia Tvlis, rom ekonomikuri Tavisuflebis sistemas
emuqreba (da misi gamowveuli ar aris) mzardi upatiosnoba, mosyidvebi,
qrTamebi da misi msgavsi movlenebi. American Viewpoint-is warmomadgenlebi
amtkiceben, rom Tu es movlenebi ar daregulirdebian moralis normebis
dacviT, maSin am movlenebTan brZolas Tavis Tavze aiRebs saxelmwifo
da amasTan erTad daikargeba yvela ekonomikuri Tavisufleba. Tumca
zemoT Tqmul da zemoT aRniSnul faqtebTan dakavSirebiT, naTeli xdeba:
imis mtkiceba, rom aucilebelia nebismieri gziT aviridoT ekonomikis
saxelmwifo regulireba da aucileblad SevinarCunoT Tavisufali
bazris sistema. magram, garda eTikur Temebze koncentraciisa, ra
pasuxebs gvTavazobs eTikur kiTxvebze iseTi organizaciebi, rogoricaa
American Viewpoint?
Tu CavTvliT, rom saqmianma adamianebma ician qcevis romeli tipia
swori, da romeli ara, maSin zogierT SemTxvevaSi, ama Tu im qcevis
sisworis Sesaxeb gadawyvetilebis miReba friad rTulad gadasawyveti
amocanaa. sxva SemTxvevebSi Tvlian, rom mocemul momentSi iqcevian
sworad, magram Sedegad aRmoCndeba, rom isini Zalian Secdnen.
SesaZlebelia, isini adre Tavis saqciels marTebulad Tvlidnen imis
gamo, rom aseT qmedebebs Zalian xSirad Cadiodnen. da aris kidev rigi
SemTxvevebisa, rodesac adamianebi ubralod ver aRiqvamen Tavisi
saqcielis eTikurobas an araeTikurobas.
samwuxarod, literaturaSi, romelsac avrcelebs zemoT aRniSnuli
sazogadoeba, qmedebis sisworis gansazRvris kriteriumad gamoiyeneba
iseTi kriteriumebi, rogoricaa kanoni, sindisi da RmerTi, da isini
praqtikaSi Zalian Znelad gamosayenebelni xdebian, rodesac adamiani
aRmoCndeba namdvilad Znel da sapasuxismgeblo situaciaSi da swrafad
unda miiRos yovelmxriv gamarTlebuli gadawyvetileba. da es mxolod
erTi magaliTia popularuli literaturisa, romel-Sic wamoyenebulia
biznesis eTikis problemebi. es magaliTi biznesis eTikis umravles
sakiTxebze pasuxis gacemis SeuZleb-lobis erTi magaliTia, radganac es
problema Zalian Rrmaa da maszea dafuZnebuli nebismieri saqmiani
dawesebulebis mTeli muSaoba. sasiamovnoa aseT mniSvnelovan sakiTxze
zemoT aRniSnuli organizaciis msgavsi organizaciebis mier yurad-Rebis
koncentracia, magram aseTi saganmanaTleblo samuSaos mniSvnelovani
nawili unda gaxdes konkretuli adamianebisTvis konkretuli qcevis
meTodebis ganxilva da gamokvleva, rodesac isini aRmoCndebian eTikuri
problemebis gadawyvetis winaSe.
xelmZRvanelTa da saqmian TanamSromelTa saqcielis eTiku-robis
amaRlebis mizniT organizaciebi Rebuloben sxvadasxva RonisZiebebs. maT
miekuTvneba Semdegi:
eTikuri kodeqsi, romelic aRwers zogadi faseulobebisa da eTikis
wesebis sistemas, romelsac, organizaciebis azriT, unda icavdnen misi
TanamSromlebi. eTikuri normativebi muSavdeba organizaciis miznebis
aRweris, normaluri eTikuri atmosferos Seqmnis da gadawyvetilebis
miRebis procesSi eTikuri rekomendaciebis gansazRvris mizniT.
Cveulebriv, organizaciebs eTikuri normativebi TavianT
TanamSromlebamde miaqvT dabeWdili masalis saxiT.
"eTikis rukebi" _ eTikuri wesebisa da rekomendaciebis nakrebi,
romelic kompaniis TiToeuli TanamSromlisTvis akon-kretebs
korporaciis eTikur kodeqs. Seicavs agreTve eTikur sakiTxebSi
kompaniis konsultantis saxelsa da telefons. mocemuli meTodi
aqtiurad gamoiyeneba iaponur kompaniebSi.
eTikis komitetebi. zogierTi organizaciebi qmnian eTikis mudmiv
komitetebs eTikis TvalsazrisiT yoveldRiuri praq-tikis Sesafaseblad.
aseTi komitetis TiTqmis yvela wevri umaRlesi donis xelmZRvanelia.
zogierTi organizaciebi ar qmnian aseT komitetebs, magram qiraoben
biznesis eTikis specialists, romelsac eTikis advokats eZaxian. aseTi
advokatis movaleobaa organizaciis qmedebebTan dakavSirebul eTikur
sakiTxebze Sexedulebebis SemuSaveba, agreTve organi-zaciis "socialuri
sindisis" funqciis Sesruleba.
socialuri reviziebi SemoTavazebulia organizaciis qmede-bebisa da
programebis socialuri gavlenis Sesaxeb angariSis Sesadgenad da
Sesafaseblad. socialuri reviziis momxreebi Tvlian, rom aseTi tipis
reviziebi amtkiceben organizaciaSi socialuri pasuxismgeblobis donis
arsebobas.
socialuri angariSebi SeiZleba gamoqveyndes TviT biznes-
organiizaciebis mier. mtkice ganviTarebis koncefciaze dayrdnobiT,
korporaciis aseTi saxis regularuli angariSebi Seicaven ara mxolod
finansur informacias, aramed monacemebs ganvlili periodis
ganmavlobaSi organizaciis socialuri da garemos dacvisken
mimarTuli saqmianobis Sesaxeb. amJamad socialuri angariSianobis
sferoSi yvelaze gavrcelebuli standartebia verifikaciis
saerTaSoriso standartebi AA1000 da mdgradi ganviTarebis
angariSianobis rekomendaciebi GRI (Global Reporting Initiative _
angariSianobis globaluri iniciativa). pirveli standarti
momzadebulia socialuri da eTikuri angariSianobis institutis mier
(Institute of Social and Ethical Accountability _ AccountAbility) _ mdgradi
ganviTarebis mizniT korporatiuli angariSianobis srulyofis sferoSi
wamyvani saerTaSoriso instituti. institutis mier SemuSavebuli seria
AA1000 sTavazobs organizaciebs angariSianobis marTvis da misi
xarisxis uzrunvelyofis efeqtur instrumentebs. GRI _ saerTaSoriso
programa, inicirebuli 1977 wels ekologiurad pasuxismgebluri
ekonomikis koaliciis mier (CERES) gaeros garemos programasTan
partniorobaSi (UNEP), Seqmnili mdgradi ganviTarebis angariSianobis
safinanso angariSis donemde awevis, SedarebiTobis, misawvdomobis,
sizustis, droulobis da saangariSo informaciis gadamowmebis
SesaZleblobis mizniT.
eTikuri saqcielis swavleba. kidev erTi midgoma, romelsac iyeneben
organizaciebi qcevis eTikurobis maCveneblis amaRlebis, xelmZRvaneli
da rigiTi muSakebis mier eTikuri saqcielis Seswavlis mizniT. amasTan,
TanamSromlebi ecnobian biznesis eTikas da amaRleben im eTikuri
problemebis gulTan axlos mitanas, romelic SeiZleba maT winaSe
warmoiSvnen. eTikis, rogorc sagnis CarTva personalisa da saxelmwifo
marTvis Seswavlis kursebSi warmoadgens eTikuri qcevis Seswavlis
kidev erT formas, romlis wyalobiTac moswavleebi iwyeben am
problemebis gagebas.
eTikuri eqspertiza warmoadgens organizaciis moRvaweobis
konkretuli aspeqtis (an konkretuli proeqtis) yovelmxriv analizs,
romelic aris umaRlesi xelmZRvanelobis, personalis an sazogadoebis
aRelvebis mizezi da SeuZlia gavlena moaxdinos organizaciis imijsa da
perspeqtivebze. aseTi eqspertizis Sedegia winadadebaTa sistema,
romelic mimarTu-lia organizaciis moraluri klimatisa da moraluri
respeqtabelurobis gaumjobesebisken, agreTve organizaciis moRvaweobis
praqtikaSi (an mis konkretul proeqtebSi) koreqtivebis Setanisaken.
eTikuri kinsultaciebi tardeba maSin, rodesac organiza-ciis
problemebi situaciis sirTulisa da winaaRmdegobriobis gamo ver
wydeba TviT organizaciis ZalebiT. amisTvis iwveven biznesis eTikis
kompetentur damoukidebel specialistebs garedan.
 mikroeTikis problemebi
menejeris roli organizaciaSi. wina TavSi biznesis mikroeTikis
sakiTxebi ganxiluli iqna mTlianobaSi.
am TavSi ukve dawvrilebiT ganvixilavT eTikis Semadgeneli nawilis
im konkretul problemebs, romlebsac yvelaze xSirad wavawydebiT biznes-
praqtikaSi. am Tavs safuZvlad udevs cnobili mecnierebis (a. kedberi, m.
pastini, s. gelermani, m. da p. gleizerebi, n. nilsoni) Sromebi, romelTac
mniSvnelovani wvlili aqvT Setanili biznesis eTikis ganviTarebaSi.
miuxedavad imisa, rom Zneli gadasawyvetia is dilemebi, romlebSic
Cveni piradi qcevis wesebi konfliqtSi Sedian, mainc namdvili siZneleebi
maSin iwyeba, rodesac iZulebuli varT sxvis interesebTan dakavSirebuli
gadawyvetilebebi miviRoT. Cveni sakuTari qcevis wesebis fasi SeiZleba
cdebisa da Secdomebis meTodis gamoyenebiT ganisazRvros. magram, saqmiani
gadawyvetilebebi moiTxoven, rom sxvebis mimarTac igivenairad moviqceT,
rogorc Cveni Tavis mimarT, mxolod yvela gadawyvetilebebi
urTierTsapirispiro interesebis Sejerebis, awonvis Semdeg miviRoT.
magaliTad, praqtikaSi xSirad gvxvdeba iseTi situaciebi, rodesac
aucilebelia aqcionerTa da TanamSromelTa interesebis gawonasworeba.
sinamdvileSi sakiTxis aseTi dasmac raRac gamartivebas ganicdis,
radganac TviT aqcionerTa Sorisac SeiZleba sxvadasxva Sexeduleba,
sxvadasxva interesebi iyos, xolo yofili, axlandeli da momavali
TanamSromlebis interesebi xom saeWvoa, rom identuri aRmoCndnen.
rodesac Cven vsaubrobT romeliRac garkveuli standar-tebis mqone
kompaniis Sesaxeb, es kargad gamoiyureba stenografiuli Canaweris saxiT.
adamianebi, romlebic kompanias qmnian, mis qmedebazec pasuxs ageben da
aqedan gamomdinare, maTi qmedebebis erToblioba gansazRvravs kompaniis
qcevis standar-tebs. kompaniis eTikuri standartebi ganisazRvreba misi
qmedebebis Sesabamisad da ara kompaniis saxeliT. misi ganzraxvebis Sesaxeb
gacxadebuli farisevluri gancxadebebiT. magram es imas ar niSnavs, rom
kompaniis saTaveSi mdgomi pirebi, rac ar unda Zneli iyos es, im poziciis
konstatirebas ar axdendnen, romelsac maTi kompania icavs, imaTTvis, vinc
masSi muSaobs, maTTvis, visac saqme aqvs masTan da maTTvisac, vinc apirebs
SeuerTdes mas. magram, gadawyvetilebis miRebis dros metad mniSvnelovania
Cveni, rogorc individualuri menejeris pozicias da Cvens qcevas,
romelic moiTxovs eTikuri da komerciuli standartebis Serwymas. a.
kedbergi Tvlis, rom aseT gadawyvetilebebze fiqris dros sasargebloa
ori etapis gavla. jer-erTi, SeZlebisdagvarad unda gairkves, zustad,
Cveni sakuTari qcevebis wesi. saqme ar exeba keTili sentenciebis siis
Seqmnas, ramac SeiZleba migviyvanos literaturuli Rirsebe-bisgan
Tavisufali wminda werilis gaurkvevel gadmocemamde. saqme exeba Cvens
mier adre miRebuli gadawyvetilebebis aRdgenas da maT safuZvelze Cveni
namdvili wesebis SemuSavebas. aseTi varjiSis mizania, principebis erTi
nakrebis gamocxa-debiT da meores Sesabamisad moqmedebiT ar davabnioT
sakuTari Tavi da sxvebi. Cveni eTika aisaxeba Cvens qmedebebSi da amis gamo
is ufro sxvebisTvisaa gasagebi, vidre CvenTvis.
imis garkvevis Semdeg, Tu rogorc individebi sad vimyofebiT, Cven
SegviZlia gadavideT meore etapze, kerZod: davfiqrdeT, kidev visze
imoqmedebs Cveni gadawyvetileba da rogor SeiZleba sxva adamianebis
interesebis gamovlena aseT gadawyvetilebaSi. zogierT interesebs
warmogvidgenen kargad organizebuli jgufebi, sxvebs ar hyavT amis
gamomxatvelebi. Tu fabrikis menejeri kompaniis TanamSromelTa
warmomadgenlebTan awarmoebs xelfasis Sesaxeb molaparakebas, misi
amocanaa, rom vinc ukve muSaobs imaTi interesebi gaiTvaliswinos. Tumca
aRniSnuli, rogorc wesi, fabrikis produqciis TviTRirebule-baze
aisaxeba, ramac garkveulwilad SeiZleba gavlena moaxdinos samsaxurSi
axali TanamSromlebis miRebaze. amrigad, menejeri ver SesZlebs
potenciuri TanamSromlebis interesebis prognozirebas, Tumca es
interesebi molaparakebis magidasTan warmodgenili ar iyo.
interesebis dasacavad organizebuli jgufebis warmoSoba menejerebis
mier saboloo Sedegis mimarT kanonieri interesebis mqone yvela mxaris
argumentebis gaTvaliswinebas ormagad mniSvnelovans xdis. interesTa
damcveli jgufebi imisaken miiswrafian rom gaaxmauron da propaganda
gauwion Tavis Sexedulebebs. maTi upiratesoba maT mizanmimarTulebaSi
mdgomareobs. magaliTad, isini gamodian gansazRvrul adgilze aeroportis
mSeneblobis winaaRmdeg, magram Tavis Tavze ukeTesi alternativis moZebnis
valdebulebas ar iReben. aseTi konkretuli mimarTuleba menejerebTan
kamaTis dros am jgufs zewolis upiratesobas aZlevs, maT ki ar SeuZliaT
pasuxis-mgeblobas Tavi aaridon da gadawvetileba igive meTodiT miiRon.
mark pastini ("menejmentis Zneli problemebi") am movlenas uwodebs
"CaurevelTa eTikur upiratesobas", da am gansaz-RvrebaSi simarTlis raRac
nawili aris. zewolis jgufebma maRali moraluri simaRlis aReba ician
da amtkiceben, rom Cveni, rogorc menejerebis msjeloba, ukeTes
SemTxvevaSi winaswarakviatebulia, xolo uaresSi _ ganpirobebulia
gamorCenis wyurviliT, imitom, rom Cven gadawyvetilebis Sedegebisadmi
pirdapiri komerciuli interesi gvaqvs. magram, rogorc menejerebi, Cven
agreTve pasuxs vagebT im saqmiani gadawyvetilebis miRebis gamo, romelic
gaiTvaliswinebda yvela mxaris interesebs; Caurevlebi aseT
pasuxismgeblobas ar iReben.
kampania, romelic firmebs mouwodebs Tavisi filialebi daxuron
samxreT afrikaSi, eTikuri TviTnebobaa. da bunebrivia, aparteidi 1 zizRs
iwvevs politikuri, socialuri da moraluri TvalsazrisiT. is, vinc
amtkicebs, rom adgilze darCeniT SeuZlia raRacnairad gavlena moaxdinos
cvlilebebis mimarTu-lebaze, amaSi iseve gulwrfeladaa darwmunebuli,
rogorc is, vinc samxreT afrikaSi saqmianobis SezRudvis mowodebiT
gamodis. miuxedavad amisa, bevri aparteidis sawinaaRmdego kampaniis momxre
uaryofs mosazrebas imis Taobaze, rom orive mxares, sabolood, erTi
mizani amoZravebs. maTi TvalsazrisiT, sruliad naTelia, rom erTaderTi
swori eTikuri saqcieli, romelic samxreT afrikis sakiTxSi kompaniebs
xelis dabanis saSualebas miscemda, aris sakuTari kompaniebis gayidva.
menejerebi Tavs uflebas ver miscemen, aseTi Tavdaje-rebulebi iyvnen.
kompaniebis samxreT afrikaSi saqmianobis SezRudvasTan dakavSirebuli
sakiTxis gadawyvetisas, mxedvelo-baSi unda viqonioT, visze da raze
vakeTebT aqcentirebas gadawyvetilebis Sedegad. es sakiTxi yvelaze metad
samxreT afrikaSi ganlagebul filialTa TanamSromlebs exeba, radganac
miRebuli gadawyvetileba maT momavals exeba. garda amisa, isini

1 aparteidi - rasobrivi diskriminaciis ukiduresi forma, romelic gamoixatebamosaxleobis

calkeuli jgufebis, maTi rasobrivi warmomavlobis mixedviT politikuri, socialur-ekonomikuri
da samoqalaqo uflebebis warTmevaSi, teritoriul izolaciaSi da a.S. ix. ucxo sityvaTa
leqsikoni, Tb. 2007. gv. 85.
warmoadgenen jgufs, romlis xmas ver gaigeben samxreT afrikis farglebs
gareT. ra Tqma unda,Aaqcionerebi dazaraldebian saqmianobis SezRudvis
Sedegad. saWiroa am zaralis Sefardeba maTi aqciis Rirebulebisgan
miRebul SesaZlo SemosavalTan, romelsac ver miiReben samxreT afri-
kasTan kavSiris gawyvetis Sedegad. jgufi, romelic lobirebs saqmianobis
SezRudvas, erTaderTia, romelic nebismieri gadawyvetilebis miRebis
SemTxvevaSi arafers kargavs.
am mokle analizidanac Cans, rom erTmniSvnelovani pasuxi kiTxvaze,
unda gayidon kompaniebma Tavisi samxreTafrikuli filialebi Tu ara ar
arsebobs. rTuli kiTxvebis sworxazovan alternativamde dayvana, sadac
erTi pasuxi sworia, meore ki _ ara, warmoadgens Cveni drois samwuxaro
niSans. Tumca, direqtorTa sabWosTvis iSviaTad xdeba ori sapirispiro
alternativis wardgena. am mizeziT, kompaniebi, romelTa winaSe erTi da
igive problemebi dgas, xSirad sxvadasxva daskvnamde midian, da maTi
gadawyvetileba droTa ganmavlobaSi SeiZleba Seicvalos.
"Cemi sakuTari kompaniis winaSe dadga naklebad sakamaTo sakiTxi
saqmianobis SezRudvis Sesaxeb, _ ixsnebs a. kedberi, _ rodesac Cven
gadavwyviteT gagveyida kvebis produqtebis mwarmoebeli qveganyofileba."
imasTan dakavSirebiT, rom es kompania daregistrirebuli iyo, rogorc
regionuli ganyo-filebebis mqone britanuli firma, is ar Seesabameboda
kompaniis strategias, romelic mdgomareobda mTeli msoflios masStabiT
sakonditro nawarmisa da ualkoholo sasmelebis warmoebaze resursebis
koncentraciaSi. magram, TavisTavad, es biznesi sakmaod mimzidveli iyo da
gayidvis Sesaxeb gadawyvetilebam uceb menejerebsa da gareSe
pretendentebs Soris gaaCaRa konkurencia. qveganyofilebis TanamSromlebi
mxars uWerdnen menejerebis winadadebas da sakmaod naTlad gamoxatavdnen
TavianT pozicias. mocemul situaciaSi, isini warmoadgendnen interesebis
dasacavad kargad organizebul jgufs, romelic bevrad met informacias
flobda Tavisi interesebis mxardasaWerad, vidre nebismieri sxva
partniori.
aqcionerTa azriT, gadawyvetilebis sakvanZo momenti iyo
gamocxadebul Rirebulebaze sxvadasxva konkurentebis mier
SemoTavazebuli winadadebis aRmatebulobis sidide. isini, agreTve,
dainteresebulebi iyvnen, rom garigeba dasrulebu-liyo raime gajanjlebis
da menejerebis mimdinare saqmeebze yuradRebis modunebis gareSe. garda
amisa, gasaTvaliswinebeli iyo, agreTve is, Tu rogor SesZlebda
gamarjvebuli firmis savaWro markis SenarCunebas, radganac
qveganyofileba apirebda Tavisi produqciis gamoSvebas mSobeli kompaniis
saxelis gamoyenebiT.
awona ra sxvadasxva winadadebebis Rirsebebi da nakli, direqtorTa
sabWom gaaanaliza situacia yvela jgufSi, romelzec gavlenas moaxdens
qveganyofilebis gayidva, maT Soris momxmarebelTa Soris. Cveni mTavari
amocana iyo dagveaxlovebina TanamSromelTa da aqcionerTa interesebi. (ra
Tqma unda, rac ufro aqtiurad wavaxalisebT TanamSromlebis aqcionerebad
gaxdomas, miT ufro axlosaa am ori jgufis interesebi). am
qveganyofilebis menejerebma SemogvTavazes sxva konkurentebTan SedarebiT
ufro maRali fasi, da cotaodeni dafiqrebis Semdeg, Cven miviReT
gadawyvetileba qveganyofi-lebis menejerTa gundisadmi miyidvis Sesaxeb,
imis imediT, rom aseTi arCevani saukeTesod gaawonasworebda dRis
wesrigSi mdgar sxvadasxva interesebs.”
 korporaciuli eTika da gadawyvetilebis miReba. rogor gavlenas
axdens korporaciuli eTika menejeris qcevaze? ratom sCadis menejeri
araeTikur saqciels, romelic sabolood did zians ayenebs mis kompanias,
TviTon mas da adamianebs, romelTa moTminebasa da mfarvelobazea
damokidebuli misi organizaciis saqmianoba? s. gelermanma statiaSi "ratom
Rebuloben kargi menejerebi cud eTikur gadawyvetilebebs" dawvrilebiT
gamoik-vlia es sakiTxi.
gazeTebSi gamoqveynebuli yoveldRiuri magaliTebi, _ wers is, _
sakmao informacias gvawvdian im motivebisa da instiqtebis Sesaxeb,
romlebic safuZvlad udevs korporaciis warmomadgenelTa araswor qcevas.
SesaZloa detalebis varireba _ Tavxeduri arakeTilsindisierebidan
msoflio masStabis arakanonier fulad garigebamde, magram motivebi
ZiriTadad Zvelia.
SeiZleba am motivebis gamokvleva konkretul korpora-ciasTan
mimarTebaSi, magram Cven viciT agreTve, rom msgavsi grZnobebi axasiaTebs
mTel sazogadoebas. isini yvelganaa, sadac ar unda viyoT, radgan Cven maT
Tan vatarebT.
s. gelermanis azriT, eTikurad araswori mmarTvelobiTi
gadawyvetilebis miRebis praqtikis analizi saSualebas gvaZlevs gamovyoT
oTxi ZiriTadi argumenti, romelic SeiZleba gaxdes araswori saqcielis
mizezi:
1. imis rwmena, rom mocemuli saqmianoba ar scildeba eTikuri da
iuridiuli normebis CarCoebs, anu is, rom sinamdvileSi ar aris
aralegaluri da amoraluri;
2. imis rwmena, rom mocemuli saqmianoba individis an korporaciis
interesebs pasuxobs, da, rom individisgan swored msgavs qmedebebs
elian;
3. imis rwmena, rom mocemuli saqmianoba arasdros iqneba aRmoCenili da
gaxmaurebuli;
4. imis rwmena, rom ramdenadac mocemuli saqmianoba exmareba kompanias,
amdenad kompania daxuWavs Tvalebs, moiqceva Semwynareblurad da
daicavs kidevac am saqcielis Camden adamians.
problema, rom raRac saqmianoba arasworia, iseve Zvelia, rogorc
samyaro. magram ramdenad Sorsaa wesierebis sazRvari? sad gadis zRvari
gonierebasa da cbierebas Soris? gamomgoneblobasa da TaRliTobas Soris?
mogebis maqsimiza-ciasa da arakanonier garigebas Soris? es kiTxvebi
sakmaod rTulia da imisaTvis, raTa maTSi gaverkveT, saWiroa upirveles
yovlisa, gavigoT umaRlesi xelmZRvanelobis miznebsa da saSualo donis
menejerebis mier am miznis interpretirebis cdebs Soris Tanafardoba.
orazrovan saqmian situaciaSi aRmoCenil adamianTa sakmao raodenoba
daskvnas akeTebs, rom is, rac akrZaluli ar aris, marTebulad iTvleba,
gansakuTrebiT, Tu garkveuli qmedebebis gamo maT ajildoveben.
umaRlesi xelmZRvaneloba, rogorc wesi, iSviaTad sTxovs Tavis
xelqveiTebs gaakeTon is, rac, rogorc orive mxarem icis, arakanonieria an
gaufrTxileblobaa. Tumca, kompaniis xelm-ZRvanelebi saSualebas
gvaZleven mivxvdeT, rom maT urCevniaT ar icodnen raRaceebis Sesaxeb. sxva
sityvebiT, SeiZleba mogveCvenos, rom isini SemTxveviT an
winaswarganzraxviT Tavs arideben maTi xelqveiTebis mier miRebul
taqtikur gadawyve-tilebebs, raTa SeinarCunon sufTa xelebi im
SemTxvevisTvis, Tu raime "wyalSi Caiyreba".
 xSirad, isini dabali rgolis ambiciur menejerebs dapi-rebebiT
acduneben, rom maT, vinc sasurvel Sedegebs miaRwevs, kargi jildo
elodebaT, da ar moxdeba im xerxebis mkacri ganxilva, romelTa
meSveobiTac es Sedegi iqneba miRweuli.
rogor unda Seikavon menejerebma Tavi xSirad ara mkafiod
gansazRvruli sazRvris gadalaxvis cdunebisgan? samwuxarod, imas,
sazRvari rom gadalaxa, umravlesoba maSin xvdeba, rodesac ukve Zalian
gviania. maT mkafio instruqcia ara aqvT, Tu maTi saqmianobis romel
aspeqts Sexedaven zereled da romels gaakritikeben an gakicxaven.
arsebobs menejerebisTvis raRac zogadi wesi, romelic zRvrul
situaciaSi muSaobs. yvelaze saimedo saxelmZRvanelo miTiTebaa cnobili
principi: "eWvob? _ ar gaakeTo".
erTi SexedviT, SeiZleba mogveCvenos, rom es biznesis warmoebis
yvelaze gabeduli meTodi ar aris da, rom, Tu aseTi fsiqologia saSualo
rgolis menejerebSi gavrceldeba, romlebic sawarmos marTaven, maSin is
Tavisufali mewarmeobis suliskveTebas CaaxSobs.
Tumca gamarTlebul ekonomikur risksa da didi fulis gamo
arakanonieri qmedebis Cadenis risks Soris arsebobs sxvaoba.
warmatebasa da statistikur monacemebs Soris gansxvaveba aris codna
(maT Soris sakuTari Tavis codnac) da ara kadniereba.
popularuli miTis miuxedavad, menejerebs ara riskis, aramed imis
codnis gamo uxdian, Tu rodis Rirs gariskva.
garda amisa, mogebis maqsimizacia kompaniis ZiriTad prioritets ar
warmoadgens, mTavaria _ kompaniis sicocxlis-unarianobis SenarCuneba.
yvela menejeri riskavs, aZlevs ra Tavis kompanias Zalian bevrs iqidan,
rac mas moeTxoveba. magram saWiroa arasodes dagvaviwydes, rom igive
xelmZRvanelebi, romlebic mudmivad iTxoven metis da ukeT, an ufro
swrafad, an ufro iafad gakeTebas, zurgs Segaqceven, Tu Tqven marTebulsa
da aramarTebuls Soris arsebul meryev xazs gadalaxavT. isini
dagadanaSauleben Tqven uflebamosilebis gadametebaSi an gafrTxilebis
ignorirebaSi. yvelaze Wkvianma menejerebma ician, rom kiTxvaz: `ramdenad
Sorsaa Sori?~ _ saukeTeso pasuxi aris _ `ecadeT ar mosinjoT”.
meore argumentisadmi mimarTvisas imis Sesaxeb, Tu ratom riskaven
adamianebi da iTreven kompanias ubedurebaSi, darwmunebulebi imaSi, rom
maTi araeTikuri qceva pasuxobs individis an korporaciis interesebs,
saWiroa xazi gaesvas: es yovelTvis am interesebis SezRuduli gagebis
Sedegia.
ambiciuri menejerebi eZeben keTilganwyobili yuradRebis mipyrobis
xerxebs, raTa sxvebs Soris gamoirCnen, amitomac cdiloben TavianT
metoqeze ukeT imoqmedon. zogierTebi xedaven, rom Zneli ar aris
moklevadian perspeqtivaSi kargad gamoiyurebode, im SemTxvevaSi, Tu
gverdsauvliT imas, Tu ra Sedegs miviRebT xangrZlivi drois Semdeg.
magaliTad, SeiZleba remontis samsaxuris, an gadamzadebis an myidvelis
momsa-xurebis xarisxis amaRlebis problemebis ignorireba, da es
yvelaferi gamogvivides, mxolod raRac drois ganmavlobaSi.
samwuxaro simarTle imaSi mdgomareobs, rom menejerebs xSirad
swored aseTi meTodebiT miRweuli "uzarmazari" Sedegebis gamo
awinaureben, xolo maT naklebad iRblian mimdevrebs memkvidreobiT
aucileblad rCebaT qariSxali. imdenad, ramdenadac Cveni samyaro
arasamarTliania, msgavsi adamianebis mier Seqmnili problemebi yovelTvis
ar asocirdeba maT saxelTan. kompaniebs ar SeuZliaT dauSvan, rom maT
amgvarad Zarcvavdnen.
kompaniebs unda ainteresebdeT raRac meti, vidre ubralod Sedegia.
maT uwevT yuradRebiT adevnon Tvalyuri, Tu rogor iqna es Sedegebi
miRweuli.
amas Cven mivyevarT sxva dilemamde: xelmZRvaneloba sruliad
bunebrivad fiqrobs, rom misi nebismieri aseTi qmedeba SeumCneveli darCeba
da, Tu SemCneuli iqna igi, keTilgan-wobilad iqneba ganmartebuli.
kompaniam adamianis natura unda miiRos iseTad, rogoric is aris, da
daicvas Tavisi Tavi "modaraje qofakebis meSveobiT, romlebic iynosebdnen
SesaZlo arakanonier garigebebs".
aseTi roli SeiZleba iTamaSos damoukidebelma auditorulma
saagentom, romelic angariSvaldebuli iqneba direqtorTa winaSe. man
SeiZleba warmoadginos arc Tu ise sasiamovno, magram damajerebeli
moxseneba imis Sesaxeb, Tu rogori xerxebiT aRweven menejerebi TavianT
warmatebebs. amiT gamowveuli uxerxuloba iafi garantiaa imisa, rom
kompaniis WeSmariti interesebi, pirvel rigSi, patiosan qmedebas
iTvaliswinebs.
mesame mizezi, romlis gamoc menejerebi mzad arian gariskon, _ imis
rwmena, rom aman SeiZleba kargad Caiaros _ yvelaze rTulia, radganac,
umravles SemTxvevaSi, asec xdeba. arakanonieri qmedebebis mravali
SemTxvevis gamoZieba saerTod arasdros xdeba. cnobilia, rom sindisi
TavisTavad bevrs ar aCerebs. magaliTad, bostonis pirvelma erovnulma
bankma aRiara Tavisi brali fulis gaTeTrebaSi. aTasobiT paketma gaiara
bankis karebSi raime problemis gareSe, sanam mTeli sqema ar gaixsna.
msgavsi SeumCneveli nakadi badebs TviTkmayofilebas.
kanonzomieri kiTxvebi warmoiSoba: rogor SeiZleba SevaCeroT boroti
qmedebebi, romlebic Zneli SesamCnevia? rogor moviqceT, rom SesaZlebeli
iyos maTi aRmoCena? amJamad sazogadod miRebuli gamoZiebis procesis
dros bralmdebels ufleba aqvs gadaamowmos kompaniis dokumentebi
inkriminire-beli2 mtkicebulebebis Sesagroveblad. amis gamoyeneba rom
maSin yofiliyo SesaZlebeli, rodesac kompania "menvilma" dafara
informacia asbestis Sesaxeb, amoirCevda sxva gzas da dRes ayvavebuli da
ara gakotrebuli iqneboda.
yvelaze ufro efeqturi Semakavebeli saSualebaa ara sasjelis
gamkacreba maTTvis, vinc daiWires, aramed daWeris albaTobis amaRleba.
magaliTad, policiam aRmoaCina, rom carieli sapatrulo manqanis dayeneba
iseT adgilebSi, sadac avtomoyvarulebi xSirad aWarbeben siCqares,
amcirebs aseTi darRvevebis raodenobas. "mezoblebis patrulebis" Seqmna
amcirebs qurdobis raodenobas.
auditebisa da Semowmebebis raodenobis ubralo gazrda warmoadgens
garkveul Semakavebel faqtors, gansakuTrebiT sxva sam martiv meTodTan
erTad:
1. auditoruli Semowmebebi Catardes raime regula-robis GgareSe;
2. sul cota maTi naxevris Sesaxeb ar gamocxaddes;
3. zogierTi Semowmeba wina Semowmebebis Semdeg mou-lodnelad
Catardes.

2inkriminireba (laT. in-Si da crimen(crimines) braldeba) - danaSaulad Seracxva, bralis dadeba

rameSi. ix. ucxo sityvaTa leqsikoni. Tb. 1989. gv. 196.
 Cveulebrivi mmarTvelobiTi Secdomaa imis rwmena, rom, Tu
regularuli auditi saSualebas gvaZlevs aRmovaCinoT mciredi xarvezebi,
amitom erTi auditi sruliad sakmarisia. Tumca, aseTi rwmena ar
iTvaliswinebs xSiri Semowmebebis Semakavebel faqtors. azri imaSi
mdgomareobs, rom saWiroa ara marto damrRvevis daWera, aramed darRvevis
aRkveTa.
saWiro ar aris davmaloT aRmoCenili darRvevebi. meneje-rebma unda
Seatyobinon TanamSromlebs darRvevis arsisa da imis Sesaxeb, Tu rogor
daisajnen damnaSaveni. vinaidan arakanonieri an araeTikuri qcevis
ZiriTadi Semakavebeli faqtoria daWeris safrTxe, menejerebma unda
moaxdinon imaTi magaliTis demonstrireba, vinc daiWires.
ganvixiloT korporaciebSi darRvevebis meoTxe mizezi - imis rwmena,
rom ramdenadac mocemuli saqmianoba exmareba kompanias, igi moiqceva
Semwynareblurad da daicavs kidevac am saqcielis Camden adamians.
aq Cven vawydebiT kiTxvas: rogor aRvkveToT kompaniis mimarT
loialurobidan TviTnebobaSi gadasvla?
swored es moxda"menvilSi", sadac Semsrulebel direq-torTa mcire
jgufi da samedicino sakiTxebSi ramdenime menejeri ramdenime wlis
ganmavlobaSi faravda asbestis sasikvdilo Tvisebebis faqts _ da
yvelaferi mSvidad iyo. xolo kompania "menvilis" umaRlesi
xelmZRvaneloba maT gadawyvetilebebze marTlac Tvalebs xuWavda da
icavda maT.
raRac msgavsi moxda "jeneral motorsSic". rodesac erT-erT saraketo
teqnologiebTan dakavSirebul proeqtSi moxda samxedro sahaero Zalebis
mier gamoyofili biujetis gadaWarbeba, saSualo rgolis menejerebma
Cumad gadaitanes es xarjebis sxva proeqtebSi, romlebic jer kidev
biujetis farglebSi operirebdnen.
mocemul SemTxvevaSi zRvarsgadacilebuli loialuroba gamoixata
konkretuli qveganyofilebis mimarT: menejerebs undodaT, rom maTi
ganyofileba kargad gamoCeniliyo. Tumca amerikul mrewvelobaSi erT-erTi
saukeTeso reputaciis mqone kompania "jeneral motorsis" saxeli SeibRala
skandaliT da man gadaixada jarima 1,04 mnl dolaris odenobiT.
skandalis erT-erTi yvelaze arasasiamovno momenti iyo kompaniis mier
imis aRiareba, rom skandalSi gareulma pirebma kargad icodnen kompaniis
eTikuri standartebi jer kidev mocemul SemTxvevamde. es faqti imas
mowmobs, rom araeTikuri saqcielis aRsakveTad sakmarisi ar aris
menejerebisaTvis eTikuri normebis swavleba. aucilebelia ufro Zlieri
zomebis miReba.
kompaniis SigniT moraluri klimatis Seqmaze pasuxis-mgebelia
umaRlesi xelmZRvaneloba. maRali saSemsruleblo poziciis mqone pirebi
pasuxismgebelni arian kompaniisadmi loialobasa da arakanonier
saqmianobasa da qmedebebs Soris zRvaris dadgenaze, romelic
ewinaaRmdegeba sazogadoebis faseulobebs.
vinaidan es sazRvari krizisis momentSi xSirad qreba, saWiroa mkafiod
ganisazRvros is zRvari, romlis Semdgomac saRad moazrovne adamianebma
unda ieWvon, rom maTi uflebebi dairRva. kompaniam reagireba unda
moaxdinos imaze bevrad adre, vidre Segrovdeba bralis wasayeneblad
sakmarisi mtkicebuleba.
rodesac saqme exeba konkurentebs, maRali saSemsruleblo postis
mqone adamianebs ufleba aqvT elodon TanamSrom-lebisgan loialurobas,
magram ara kanonis an sazogadod miRebuli moralis, an TviT
sazogadoebis sawinaaRmdegod.
menejerebma unda Seatyobinon TanamSromlebs, rom klientebis cudi
momsaxureba ar aris kargi kompaniisaTvis. Dda bolos, yvelaze mTavari _
menejerebma xazi unda gausvan, rom kompania ar iqneba loialuri im
qmedebebis mimarT, romlebic safrTxis qveS ayeneben mis keTil saxels.
xelmZRvanelebma unda agrZnobinon yvela TanamSromels, rom isini, vinc
zians ayenebs sxva adamianebs viTomcda kompaniis sasikeTod, daTxovilni
iqnebian samsaxuridan.
saWiroa aRiniSnos, rom korporatiuli darRvevebis yvelaze
eqstremaluri SemTxvevebi dakavSirebulia mmarTvelobiT
warumateblobasTan. menejerebis Secdomebis Tavidan acilebis yvelaze
kargi meTodia TviT makontrolebeli meqanizmebis moulodneli auditi;
es SeiZleba direqtorTa sabWos funqcia gaxdes.
aRniSnulis azri imaSi mdgomareobs, rom davrwmundeT _ Sida auditi
da makontrolebeli meqanizmebi gegmiurad muSaoben Tu ara. saqme exeba
inspeqtorebis inspeqtirebas da makontrolebeli meqanizmebis efeqturi
funqcionirebisaTvis aucilebeli nabijebis gadadgmas.
zogierTis mosazrebiT direqtorTa sabWos unda hqondes calke Stati
(raRac saxelmwifo auditoruli palatis msgavsi), romelic
angariSvaldebuli iqneba sakanonmdeblo da saaRmsru-leblo Stoebis
mimarT. sabolood, umaRlesi xelmZRvanelobis movaleobaa yvela
TanamSromels naTeli da pragmatuli signali gaugzavnos imis Sesaxeb,
rom kargi eTika warmoadgens kargi biznesis safuZvels.
Zalaufleba da daqvemdebareba. saqmian urTierTobaSi "zemodan _
qvemoT" anu xelmZRvanelis xelqveiTisadmi damokidebulebaSi eTikis oqros
wesis formulireba SeiZleba Semdegnairad: moeqeciT xelqveiTs ise,
rogorc Tqven isurvebdiT Tqveni xelmZRvanelisgan.
saqmiani urTierTobis xelovneba da warmateba bevradaa ganpirobebuli
im eTikuri normativebiTa da principebiT, romelsac iyenebs xelmZRvaneli
Tavisi xelqveiTebisadmi mimarTebaSi. normebisa da principebis qveS
igulisxmeba, Tu romeli qcevaa eTikuri da romeli _ araeTikuri. es
normebi, upirveles yovlisa exeba imas, Tu rogor da ris safuZvelze
gaicema gankarguleba marTvis procesSi, raSi gamoixateba saqmiani
urTierTobis ganmsazRvreli samsaxurebrivi discip-lina.
xelmZRvanelsa da xelqveiTs Soris saqmiani urTierTobis eTikis
dacvis gareSe adamianTa umravlesoba koleqtivSi Tavs grZnobs
arakomfortulad, moralurad daucvelad. xelmZRva-nelis xelqveiTisadmi
damokidebuleba gavlenas axdens saqmiani urTierTobis xasiaTze, bevrad
gansazRvravs mis moralur-fsiqologiur klimats. pirvel rigSi, swored
am doneze xdeba moraluri etalonisa da qcevis nimuSis formireba.
aRvniSnoT zogierTi maTgani.
 ecadeT Tqveni koleqtivi gadaaqcioT maRali moraluri normebis mqone
Sekrul koleqtivad. TanamSromlebi CarTeT organizaciis miznebSi.
adamiani mxolod maSin igrZnobs Tavs moralurad da fsiqologiurad
komfortulad, rodesac moxdeba misi identificireba koleqtivTan.
AamasTan, yvela miiswrafis gaxdes individualuri da unda, rom mas
pativs scemdnen iseTs, rogoric aris.
 arakeTilsindisierebasTan dakavSirebuli problemebisa da siZneleebis
warmoqmnis SemTxvevaSi, xelmZRvanelma unda gamoarkvios misi mizezebi.
 Tu saqme exeba sibriyves, maSin ar Rirs dausruleblad vusayveduroT
xelqveiTs misi sisus-teebis, naklis gamo. dafiqrdiT, risi gakeTeba
SegiZliaT, raTa daexmaroT mas mis daZlevaSi. AamasTan, daeyrdeniT misi
pirovnebis Zlier mxareebs.
 Tu TanamSromelma Tqveni gankarguleba ar Seasrula, aucilebelia
agrZnobinoT, rom TqvenTvis cnobilia amis Sesaxeb, winaaRmdeg
SemTxvevaSi, ifiqrebs, rom gagacuraT. ufro metic, Tu xelmZRvaneli ar
miscems xelqveiTs saTanado SeniSvnas, maSin is ubralod ar asrulebs
Tavis movaleobas da araeTikurad iqceva.
 TanamSromlisadmi SeniSvna unda Seesabamebodes eTikur normebs.
SekribeT mTeli informacia mocemuli SemTxvevis Sesaxeb. amoirCieT
mimarTvis swori forma. Tavdapirvelad sTxoveT TviT TanamSromels,
agixsnaT davalebis Seusru-leblobis mizezi, SesaZloa, man mogiyvanoT
TqvenTvis ucnobi faqtebi. mieciT Tqveni SeniSvna erTi erTze.:
aucilebelia pativi sceT adamianis Rirsebebsa da grZnobebs.
 gaakritikeT saqcieli da qmedebebi, da ara adamianis pirovneba.
 Sesabamis dros gamoiyeneT "buterbrodis" xerxi _ kritika moaTavseT or
kompliments Soris. saubari daasruleT megobrul notaze da raTa ar
ifiqros, rom masze gabrazebuli xarT, masTan sasaubrod maleve
gamoZebneT dro.
 xelqveiTs pirad saqmesTan dakavSirebiT arasodes misceT rCeva. Tu
rCeva uSvelis, mosalodnelia, rom, albaT, madlobelic ar dagrCebian,
xolo Tu ar uSvelis, mTeli pasuxismgebloba Tqven dagawvebaT.
 gamorCeul TanamSromlebs nu iyoliebT. yvela TanamSromels moeqeciT,
rogorc Tanabaruflebian wevrebs da miudeqiT yvelas erTnairi
sazomiT.
 Tu Tqven gindaT, rom SeinarCunoT TanamSromelTa pativis-cema, nu
agrZnobinebT, rom ar flobT situacias.
 daicaviT ganawilebiTi samarTlianobis principi: rac metia damsaxureba,
miT meti unda iyos jildo.
 waaxaliseT Tqveni koleqtivi im SemTxvevaSic ki, Tu warmateba
miRweulia, umTavresad xelmZRvanelis damsaxu-rebiT.
 xelqveiTebs ganumtkiceT sakuTari Rirsebis grZnoba. kargad
Sesrulebuli samuSao imsaxurebs ara marto materialur, aramed
moralur waxalisebasac. ar daizaroT zedmetad SeaqoT TanamSromeli.
 is privilegiebi, romelsac Tqvens Tavs aniWebT, unda koleqtivis sxva
wevrebzec vrceldebodes.
 endeT TanamSromlebs da aRiareT sakuTari Secdomebi. koleqtivis
wevrebi ase Tu ise mainc Seityoben amis Sesaxeb. Secdomebis damalva
sisustisa da uwesobis gamovlinebaa.
 Tqveni xelqveiTebi daicaviT da maTi erTguli iyaviT. isini igiveTi
gipasuxeben.
 gankargulebis gacemis swori forma airCieT, gaiTvaliswineT, upirveles
yovlisa, ori faqtori: 1) situacia, niuansebisTvis drois qona; 2)
xelqveiTis pirovneba _ vin aris Tqvens win, keTilsindisieri da
kvalificiuri muSaki, Tu adamiani, romelsac yovel nabijze xelis
wakvra sWirdeba. amis mixedviT unda airCes eTikurad ufro misaRebi
qcevis normebi da gankargulebis forma.
 gankargulebis formebi SeiZleba iyos: brZaneba, Txovna, kiTxva da e.w.
"moxalise".
brZaneba. yvelaze xSirad misi gamoyeneba saWiroa gansakuTrebul
SemTxvevebSi, agreTve arakeTilsindisieri TanamSromlebis mimarT.
Txovna. Ggamoiyeneba im SemTxvevaSi, rodesac situacia rigiTia, xolo
urTierToba xelmZRvanelsa da xelqveiTs Soris dafuZnebulia ndobasa da
keTilganwyobaze.
organizaciebi gamoxataven TavianTi xelmZRvanelebis Taviseburebebs.
xelmZRvanelis eTikuri movaleobebi:
1. xelmZRvaneli zneobrivi qcevis nimuSi unda iyos. is unda
cxovrobdes im faseulobebiT, romelic xels uwyobs misi
organizaciis ayvavebas.
2. lideri pasuxs agebs misi organizaciis perspeq-tiulobaze.
3. lideri xelqveiTebs mudmivad unda awvdides infor-macias Tavisi
ganzraxvis Sesaxeb. muSakebi xelmZRva-nelisgan mudmivad elian
maTi efeqturi muSaobisTvis saWiro aucilebel informacias.
4. lideri pasuxismgebelia ndobis maRal doneze dafuZ-nebuli
gamarTulad momuSave koleqtivis formirebaze. koleqtivis wevrebma
unda icodnen, rom isini dajildovdebian firmis sakeTildReod
sxva adamianebTan TanamSromlobis gamo, im SemTxvevaSic ki, Tu
mogve-Cveneba, rom maTi wili mcirdeba. da ra Tqma unda, saWiroa
maTi dajildoveba im gadawyvetilebebis miRebis gamo, romelic
Seesabameba organizaciis strategiul interesebs.
5. xelmRvaneli pasuxs agebs im garemos Seqmnis gamo, romelic
adamianis pirovnebisa da SemoqmedebiTobis ganviTarebas ubiZgebs.
zogierTi Tviseba, romelic axasiaTebs karg xelqveiTs Semdegia:
1. kargi xelqveiTi ufrosobasTan mimarTebaSi qmnis dasmuli
amocanebis SesrulebisTvis miswrafebis atmosferos;
2. kargi xelqveiTi sakmaod darwmunebulia sakuTar TavSi imisTvis,
raTa Seedaos ufrosobas da amave dros koreqtuli oponenti iyos;
3. kargi xelqveiTi asrulebs ufrosis brZanebas da amasTan, ar aris
monurad morCili;
4. karg xelqveiTs koleqtivis saerTo saqmeSi Seaqvs Tavisi codna,
gamocdileba da amasTan, ar cdilobs rom sxva wevrebis adgili
daikavos;
5. kargi xelqveiTi Tavisi ufrosis da im miznebis erTgulia, romelic
koleqtivis winaSe dgas, Tanac fxizeli Sefasebisa da
konstruqciuli kritikis unars inarCunebs;
6. kargi xelqveiTi organizacias maSin tovebs, rodesac naTeli xdeba,
rom igi organizaciis an misi xelmZRvanelis faseulobebs uWers
mxars.
TanamSromelTa motivaciis gamoyeneba da manipulirebis problema .
adamianis an adamianTa jgufis marTva, maTi mxridan winaaRmdegobas xSirad
awydeba. am SemTxvevaSi marTvis subieqtis win dgas moqmedebis ori
varianti: winaaRmdegoba an gadalaxos da aiZulos Seasrulos qmedeba (Ria
mmarTveloba) an Tavisi mmarTvelobiTi zemoqmedeba ise SeniRbos, rom is
winaaRmdegobas ar iwvevdes (faruli mmarTveloba). meore variants maSin
mimarTaven, rodesac adresatisgan moelian winaaRmdegobas, da amitomac
farul mmarTvelobas axorcie-leben. ra Tqma unda, faruli mmarTveloba
SeiZleba ganxor-cieldes adresatis sakeTildReod, saerTo miznis
misaRwevad. magram Tu es xdeba adresatis nebis sawinaaRmdegod, aSkarad
misTvis sazianod da gamoxatavs mmarTveli subieqtis egoistur miznebs,
maSin es manipulirebaa.
saqmian urTierTobaSi sxvisi nebis, sxvisi azris Tavs moxveva,
gansakuTrebiT SeumCnevlad, dauSvebelia. es saqmiani eTikis wesebis
pirdapiri darRvevaa. Tumca samsaxurebriv urTierTobebSi manipulireba
sulac iSviaTi SemTxveva ar aris. adamianebi, xSirad TavisTvis
SeumCnevlad aseTi zemoqmedebis cdebs awydebian, da manipulatorebi,
Tavisi msxverplis sazianod, ufro xSirad aRweven TavianT miznebs, vidre
Cven amas visurvebdiT.
motivaciis saSualebebis sworad SefasebaSi dagvexmareba Semdegi sami
kriteriumi:
1. adamianebi, romlebic sxvebs mouwodeben moqmedebebisken,
keTilSobili zraxvebiT unda apelirebdnen.
2. xelmZRvanelebi ar unda malavdnen maT mier gamoye-nebuli
motivaciis marTvis meTodebis gamoyenebas, radganac faruli forma
gaigivebulia manipulirebasTan. Tu adamianebi, romlebzec gavlenis
moxdena gvinda, ver xvdebian amas, es niSnavs, rom es meTodebi
arasamar-Tlebrivi da arapatiosania.
3. swori meTodebi adamianebs aqtiuri arCevanisken ubiZgeben, rac
saSualebas iZleva yovel konkretul SemTxvevaSi gamovlindes
alternativebi, variantebi, SesaZleblobebi. isini agreTve xels
uwyoben Tamami gadawyvetilebis miRebas. manipulacia imdenad
mWidrodaa dakavSirebuli SedegTan, rom maT, vinc misi zemoqmedebis
qveS imyofeba, sxva arCevani, garda masTan Seguebisa, ara aqvT.
moviyvanoT ramdenime kiTxva, romelic kompaniis xelmZRva-nelebs
SeuZliaT gamoiyenon mis mier ganxorcielebuli xelmZRvanelobis xarisxis
Sesafaseblad:
_ Cems mier marTuli adamianebi aviTareben Tu ara TavianT
SesaZleblobebs?
_ gadawyvetilebis miRebisa da sakuTar Tavze pasuxismgeblobis aRebis
unari izrdeba Tu ara?
_ isini sakuTar kolegebTan TanamSromlobas Tu swavloben?
_ gadawyvetilebis miRebaSi monawileoben Tu ara isini?
_ Cems mxardaWerasa da waxalisebas grZnoben Tu ara isini?
_ Cemi xelmZRvaneloba ukeTesebad CamoyalibebaSi da ufro
mwarmoeblurad muSaobaSi Tu exmareba maT?
daskvna aseTia: am kiTxvebze dadebiTad Tu upasuxeT, maSin kargi
xelmZRvaneli xarT.
samsaxurebrivi mxilebis problema. organizaciaSi eTikur problemebs
Soris gansakuTrebuli adgili uWiravs samsaxureb-rivi mxilebis sakiTxs.
misi aqtualoba ganpirobebulia imiT, rom igi erT-erTi mniSvnelovani
meqanizmia, romelic uzrunvelyofs eTikuri korporaciuli politikis
ganxorcie-lebas da organizaciisa da mTlianad misi wevrebis mier
eTikuri normebisa da principebis dacvas.
Tu amosaval wertilad imas miviRebT, rom organizacia da misi wevrebi
moralurad arian valdebulni, Tavisi saqmianobiT ziani ar miayenon
mTlianad sazogadoebas da mis calkeul subieqtebs, maSin kiTxva ibadeba:
unda aRudgnen Tu ara win organizaciis saqmianobis negatiur
gamovlinebebs an mis Sedegebs? sxva sityvebiT, rogoria adamianis, rogorc
muSakis, moraluri valdebuleba, xeli SeuSalos Tavis kompanias sxva
adamianebisTvis zianis miyenebaSi? rogor SeuZliaT maT gaakeTon es? am
kiTxvebs mivyevarT CvenTvis saintereso Temisken, romelsac ramdenime
sxvadasxva terminologiuri saxelwodeba aqvs _ "informirebuloba",
"CaSveba", "samsaxureb-rivi mxileba" da sxva. yvela es termini
erTmaneTisgan moraluri TvalsazrisiT gansxvavebuli saqmianobis mTeli
rigi saxeobebis AaRsaniSnavad gamoiyeneba. amasTan, Tavisi arsiT, es niSnavs
TanamSromlebis mier Tavisi organizaciis, misi qveganyofilebebisa da
muSakebis arakanonieri an araeTikuri qmedebebis saxalxo mxilebas.
inglisurenovan literaturaSi mocemul movlenas, Cveuleb-riv
terminiT “whistleblowing” aRniSnaven, romelic agreTve sxvadasxvanairad
ganimarteba. Aase magaliTad, erT SemTxvevaSi is ganimarteba, rogorc
organizaciis an masTan dakavSirebuli struqturis SigniT ara Sesaferisi
saqcielis gamo `SeSfoTeba~, sxva SemTxvevaSi _ rogorc “aralegaluri da
kulisebs miRma saqmianobis Sesaxeb informaciis miwodeba (Cveulebriv
zemoT mdgomi Tanamdebobis pirebisTvis)” an, rogorc “saxelmwifo da
saqmian wreebSi negatiuri qmedebebis presaSi mxileba”.
Tu Tqven biznesis sferoSi an saxelmwifo samsaxurSi didi xnis
ganmavlobaSi muSaoba gixdebaT, albaT, waswydomixarT gaflangvis,
motyuebis an korufciis aRmaSfoTebel faqtebs. aseT SemTxvevaSi Tqven
raime Tu moimoqmedeT maT winaaRmdeg sabrZolvelad? umravlesoba
CvenTagani amas ar akeTebs. bavSvobidan dawyebuli, Tanatolebis mier
Cadenili arakeTil-sasurveli saqcielis Sesaxeb ufrosebis, xolo
mogvianebiT _ TanamSromelTa an uSualo xelmZRvanelTa informireba,
bevris mier friad negatiurad aRiqmeba. aseTi saxis adamianebisTvis
specialuri "sawyeni" sityvebi arsebobs _ "enatania", "CamSvebi",
"informatori" da a.S. unda vaRiaroT, rom eTikuri TvalsazrisiT,
marTlac Taviseburi moraluri dilema arsebobs. organizaciaSi arsebuli
darRvevebis Sesaxeb zemdgomi organoebisaTvis informaciis miwodebis
Sesaxeb gadawyvetilebis miRebis sisworis kriteriums warmoadgens motivi,
romlis gamoc xorcieldeba es qmedeba. Tu Tqven mas ara Tqveni sakuTari
karieris an vinmeze SurisZiebis gamo gamoiyenebT, aramed imitom, rom
darwmunebuli xarT arsebuli problemebis sxva xerxiT gadauWrelobaSi,
Tu mocemuli qmedebis mizani aris ara piradi sargebeli, aramed
adamianebis keTildReobaze zrunva, maSin Tqveni qmedeba, eTikuri
TvalsazrisiT, SeiZleba ufro marTebulad CaiTvalos. aqüsityva "ufro"
imitomaa naTqvami, rom konkretuli situacia moiTxovs konkretul
analizs, sadac ar SeiZleba daviviwyoT saRi azri. winaaRmdeg SemTxvevaSi,
Cven miviRebT iezuitebis3 an pavlik morozovis morals.
sanam realuri situaciebis analizze gadavalT, aucile-belia erTi
garemoeba aRvniSnoT. iseve, rogorc seqsualuri Zaladobis SemTxvevaSi,
zogierTi adamiani darRvevis imitacias gamosaxavs da simarTlis maZieblis
rols TamaSobs. Tumca, sinamdvileSi sul sxva mizans isaxavs. swored
amitom, amocana imaSi mdgomareobs, rom monawile da dainteresebuli
mxareebis mier warmoCenili situaciis interpretaciis qveS ar moveqceT da
miukerZoeblad, faqtebze dayrdnobiT gavaanalizoT momxdari da amis

3 iezuiti - (laT. Iesus ieso (qriste)) - 1. kaTolikuri eklesiis yvelaze ufro reaqciuli ordenis,
e.w. `iesos sazogadoebis~ wevri. iezuitTa ordeni Seiqmna me-16 saukuneSi. 2. (gadataniTi) iTqmis
farisevel, verag, orpir adamianze, romlisganac yovelgvari sisaZaglea mosalodneli. ix. ucxo
sityvaTa leqsikoni. Tb. 1989. gv. 187.
Semdeg saTanado zomebi miviRoT.
ra SeiZleba iTqvas im martoxela eTikuri siwmindisaTvis mebrZolebze,
vinc Zalauflebis borotad gamoyenebisa da upatiosnobis faqtebs
gvatyobinebs? ra ubiZgebs maT moqme-debisken, rodesac mravali CvenTagani
sxva gzas irCevs?
amerikelma mkvlevarebma mairon da penaina gleizerebma samsaxurebrivi
mdgomareobis borotad gamoyenebis faqtebis mxilebis problema
specialurad Seiswavles. maT mier formulirebuli daskvnebi mokled
SeiZleba CamovayaliboT Semdegnairad. piradi pasuxismgeblobis mtkice
rwmena, romelic amoZravebT eTikuri siwmindisTvis mebrZolebs, xSirad
profe-siuli eTikis, religiuri Sexedulebebisa da sazogadoebisadmi
loialurobis grZnobebiTaa ganmtkicebuli. erT-erTi aseTi mebrZolis
meuRlem, qeiTi lobaCma, Tavisi azri imis Sesaxeb, Tu ra iyo maTi
saqcielis ZiriTadi mizezi, naTlad gamoxata _ piradi pasuxismgeblobis
mtkice rwmena: "korumpirebuli sistema warmoiqmneba mxolod im
SemTxvevaSi, Tu pirovnebebi, romlebic qmnian sistemas, eqvemdebarebian
korufcias. Tqven unda gaxdeT an korufciis, an im Zalebis nawili,
romlebic ebrZvian mas. mesame gza ar arsebobs. erTxel gviwevs
ganvsazRvroT: Sen an gaakeTeb amas, an, SeiZleba es aravin gaakeTos, da es
cudia."
eTikuri siwmindisTvis mebrZolebma sakuTar mware gamoc-dilebaze
dayrdnobiT gaiges "CamSvebobis" fasi da is, Tu riTi anazRaurdeba es. m.
da p. gleizerebi dainteresdnen, Tu ra SeuZliaT urCion maT im
axalgazrda adamianebs, visac maTi mibaZvis survili aqvT. werilebSi,
telefoniTa da pirad saubrebSi dasmul kiTxvebze pasuxi gasca 21
simarTlisaTvis mebrZolma adamianma da maTgan mxolod samma urCia sxvebs
Tavis Sekaveba. erTma maTganma ase Camoayaliba Tavisi mosazrebebi:
"potenciuri "damsmenebisTvis" gankuTvnili Cemi rCeva SeiZleba ori
sityviT gamoiTqvas: daiviwyeT es! magram, Tu Tqven amis daviwyeba, ar
SegiZliaT, informaciis gaJonvis organizeba mainc SesZeliT, darwmundiT,
rom Tqveni saxeli amasTan ar iqneba dakavSirebuli... bolos da bolos, Tu
Tqven ar SegiZliaT misdioT zemoT moyvanil rCevas, ukidures SemTxvevaSi,
gaacnobiereT, ras niSnavs iyoT warmatebuli "CamSvebi"da ra SeiZleba
mogitanoT aman. mzad iyaviT ostrakizmisTvis (gandevna, gaZeveba), Tqveni
karieris Sefer-xebisa da TviT gakotrebisTvisac ki".
eTikuri siwmindisTvis mebrZoli praqtikulad yvela pirovneba, _
aRniSnaven gleizerebi, _ visTanac Cven gvqonda saqme, didxans da
warmatebiT muSaobdnen. isini gandevnilni ar iyvnen sazogadoebis mier da
arc sazogadoebaSi Zireuli cvlilebebiTvis mebrZoli politikuri
moZraobebis aqtiuri wevrebi yofilan. meores mxriv, Tavdapirvelad isini
mtkiced endobodnen TavianT organizacias, darwmunebulni iyvnen, rom Tu
ufrosTan iCivlebdnen, saTanado zomebi iqneboda miRebuli. am
gulebryvilobas Sehyavda isini maTTvis sazaralo maxeSi. AaseTma
adamianebma aRmoaCines, rom maTi muSaoba da erTguleba cudad icavda maT
dafarul korporatiul moralTan da qcevis wesebTan Setakebisgan.
dasjis mravalgvari forma arsebobs: samsaxurebrivi gadaadgileba,
Tanamdebobrivi daqveiTeba, ganTavisufleba, piradi devna da daSineba da
sxva. "CamSvebis" reputaciisa da muSaobis efeqturobis Selaxvis mizniT
Tavdapirvelad, Cveulebriv cdiloben mis izolirebas an naklebad mniSvne-
lovani davalebebis micemisas an saerTod, samuSaodan CamoSorebas. am
pirobebSi, maTTvis miuwvdomeli xdeba mniSvnelovani dokumentebi, da
maSasadame ar SeuZliaT im kolegebTan saubarSi monawileobis miReba,
romelTac SeuZliaT gavlena moaxdinon organizaciis politikaze an
axali mamxilebeli informacia miawodon.
sxva "CamSvebebs" hqondaT sxvadasxvanairi winadadebebi, maTgan
umravlesi Sesulia im aTi winadadebisgan Semdgar CamonaTvalSi, romelic
warmoadgina Sirli stounma. es is Sirli stounia, romelmac amxila
administraciis mier hospitlis pacientebze zianis miyenebis faqti.
1. unda gqondeT faqtebi da maTi damtkicebis SesaZleb-lobebi.
2. imoqmedeT saguldagulo mofiqrebis Semdeg da frTxilad _ ar
imoqmedoT windauxedavad an aCqarebiT.
3. sanam informacias gadascemT makontrolebel pirs, gaerkvieT Tqveni
informaciis gadacemis arxebSi. mcdaria ifiqroT, rom vinme `maRla~
mdgomi, imis gagebis Semdeg, Tu ra xdeba, faqtiurad, uceb
yvelafers gamoasworebs. es Secdoma SeiZleba sabediswero
aRmoCndes.
4. elodeT cuds: ukidures SemTxvevaSi, samuSaos dakargvas mainc.
5. mzad iyaviT, mTeli gza bolomde gaiaroT, imis miuxedavad, Tu
ramdenad Sors SegiyvanT Tqveni moqmedeba.
nu SeebrZolebiT qaris wisqvilebs: winaswar wagebul brZolaSi ar
daxarjoT Zala da vaJkacoba. irgvliv sakmarisze meti brZolaa,
sadac mogebis Sansi arsebobs.
6. icodeT, rom Tqven gaxdebiT damcirebisa da kritikis obieqti.
7. Tu Tqven marTla ar SeasrulebT muqaras, nu daimuqrebiT tyuilad.
dapirdiT Tqvens antagonistebs, rom Tqven am qmedebis Camdeni xarT,
aRwereT Tqveni qmedeba, magaliTad, cnobebis gadacema masobrivi
infor-maciis wyaroebisaTvis. isini problemas mxolod im
SemTxvevaSi gadawyveten, Tu ecodinebaT, rom Tqvens danapirebs
SeasrulebT.
8. moeTaTbireT axloblebs _ ecadeT miaRwioT maT mxardaWerasa da
Tanxmobas. Tqven dagWirdebaT daxmareba. is siZneleebi, romlis
gadatanac mogixdebaT, an ganamtkiceben Tqvens qorwinebas, an
daangreven mas.
9. ar gegonoT, rom Tqveni cxovreba iseTive darCeba. es ar moxdeba.
keTilSobiluri saqcielis Cadenis Semdeg Tqven gangimtkicdebaT
TviTpativiscema. Tqven agreTve daza-raldebiT, magaliTad,
materialurad, SesaZloa, janmrTe-lobiTac da adamianuri
urTierTobis TvalsazrisiTac.
10. dabolos, gaxsovdeT, dedamiwaze araferia imaze Zlieri, vidre
Tqveni rwmena sakuTari Tavisa da RmerTisadmi. gaxsovdeT eTikuri
siwmindisaTvis mebrZoli hiu kaufmanis sityvebi, romelic jer kidev
garemos dacvis saagentoSi muSaobs: "Tu RmerTi, kanoni, presa da
faqtebi Tqvens mxaresaa, Tqveni warmatebis Sansia 50/50."

umaRlesi xelmZRvanelobisaTvis anonimuri informirebis Sesaxeb

a.kedberi (igi zeviT iyo naxsenebi) werda: "anonimuri werili, romelic
TanamSromels raime saZraxisi saqcielis CadenaSi adanaSaulebs, qmnis
situacias, romelSic qcevis saukeTeso variantia pirdapiroba. msgavs
werilebze pasuxis gacema SeuZlebelia, magram maT, rogori
madezinformirebeli da arasamarTlianic ar unda iyos, mimRebisTvis
garkveuli signali moaqvT~. `Cveulebriv, me aseT werilebs vanadgureb,
wers igi, magram amasTan, vatyobineb adamians, romelzec saubaria werilSi,
Tu ra iyo mis Sesaxeb naTqvami. es gamoxatavs Cems gulgrilobas usaxelo
werilebis mimarT, magram amave dros Riaobis wesis dacvis saSualebas
iZleva. praqtikuli TvalsazrisiT, aseT werilebSi wayenebuli braldeba
simarTlis marcvals Seicavs; eTikuri TvalsazrisiT konkretuli
adamianis Sesaxeb Cemi warmodgenis Secvla Cvens Soris rCeba".
dasaqmebul qalTa problemebi. qalTa wili wlidan wlamde
ganuxrelad izrdeba biznesSi, mmarTvelobaSi, saxelmwifo samsaxurSi.
qalebi dasaqmebisa da profesiebis ufro maRalanazRaurebad sferoebs
ikaveben, maTi da mamakacebis xelfasebs Soris gansxvaveba mcirdeba:
magaliTad, Tu aSS-Si 1980 w. dasawyisSi qalTa saSualo xelfasi
Seadgenda mamakacis xelfasis 60%-s, 10 wlis Semdeg _ daaxloebiT 70 %.
magram, miuxedavad miRweuli progresisa, qalebi gamoimuSaveben igive
sferoSi momuSave mamakacebze mniSvnelovnad naklebs. gamovyoT ramdenime
problema, romelsac awydebian momuSave qalebi.
pirveli dakavSirebulia umaRles mmarTvelobiT Tanamdebo-bebze
qalTa karieruli winsvlis SezRudvasTan. mravali qali e.w. SuSis Wers
(an kedels) awydeba, romelic sust diskriminacias warmoadgens, rac maT
saSualebas ar aZlevs umaRlesi Tanamdebobebi daikavon. 1990 w.
dasawyisidan aSS-s umsxviles kompaniebSi 100 umaRlesi Tanamdebobidan
qalebs mxolod 3 ekavaT (rogorc manamde 10 wliT adrec). saqme ukeTesad
arc dasavleT evropasa da sxva qveynebSia. qalebs xSirad, dawinaurebaze
eubnebian uars, radganac bevri Tvlis, rom isini naklebad interesdebian
samuSaoTi da metad arian ojaxze mijaWvuli, vidre maTi kolega-
mamakacebi.
specialistTa azriT, am mosazrebasTan brZolis kargi saSualebaa
qalebisadmi karieraSi winsvlis ori gzis SeTavazeba: swrafi _ maTTvis,
vinc Tvlis, rom samuSaoa prioritetuli, da e.w. dedis gza _ maTTvis,
visac surs Tavisi dro samsaxursa da ojaxs Soris Tanabrad gaanawilos.
Tumca, `dedis gzis~ koncefcia mraval qals awuxebs, radganac maT
eCvenebaT, rom es SeiZleba diskriminaciis gasamarTleblad gamodges.
gamokiTxul qal-profesionalTa 82% -ma aCvena, rom isini karieris iseT
gzas aniWeben upiratesobas, sadac muSaobis moqnili grafikia SeTavsebuli.
sruli samuSao kviraa, an ojaxze drois daxarjvis SesaZleblobaa meti,
Tundac samsaxurebrivad ufro Senelebuli winsvlis xarjze, vidre gza,
romelic iTvaliswinebs muSaobis mkacr grafikTan Serwymul swraf
samsaxurebriv winsvlas.
sxva gavrcelebuli problema, romelsac dasaqmebuli qali awydeba, _
seqsualuri Zaladobis problemaa. aucilebelia aRvniSnoT, rom es
problema ara marto qalebs, aramed mamakacebsac exebaT. Tumca qalebis
mimarT ganxorcielebuli seqsualuri Zaladobis raodenoba bevrad metia,
vidre mamakacebisadmi, amitomac Cven ar SevCerdebiT problemis meore
aspeqtze, miTumetes, rom bevr rameSi kompaniis politika rogorc qalebis,
ise mamakacebis mimarT identuri unda iyos.
amerikuli dasaqmebis Tanabari SesaZleblobebis uzrunvel-yofis
komisiis (dTSuk) gansazRvrebiT, seqsualuri Zaladoba araprovocirebul
seqsualur swrafvas, keTilganwyobilebis mopovebis cdas da sxva
seqsualuri xasiaTis sityvier da fizikur qmedebebs warmoadgens, romelic
muSakis mimarT aris mimarTuli da mis saqmianobasa da Semdgom karieraze
axdens gavlenas. gamokvlevebi gviCveneben, rom ufro xSirad seqsua-luri
Zaladoba mimarTulia ufrosidan xelqveiTisken.
biznesis eTikaSi gamohyofen seqsualuri Zaladobis or formas:
seqsualur zewolaze daTmobis aSkara moTxovna, romelic
araorazrovnadaa dakavSirebuli samsaxurebriv waxalisebasTan an
sasjelTan (damokidebulia msxverplis pasuxze); da naklebad gulaxdili
forma _ iseTi atmosferos Seqmna, sadac muSaki arakomfortulad grZnobs
Tavs uwmawuri xumrobebis, avxorculi SeniSvnebis an uweso pozebis gamo.
rogorc amerikuli gamokvlevebi gviCveneben, samsaxurSi aTidan oTxi
qali seqsualuri Zaladobis ama Tu im formas awydeba. magram es faqti
saaSkaraoze mxolod 5% gamoitana. ufro metic, aTidan xuTma mamakacma
aRiara, rom isini iseT raRacas ambobdnen an akeTebdnen, rac SeiZleba
qali kolege-bisgan aRqmuli yofiliyo, rogorc seqsualuri Zaladoba.
imis garkveva, Tu esa Tu is qmedeba ramdenad Seicavs seqsualur
Zaladobas, subieqturobis did dozas moicavs. Cveulebriv, msgavsi tipis
sasamarTlo procesebze gamoiyeneba "gonieri qalis" kriteriumi. Tu
"gonieri qali" situacias CaTvlis miuReblad, sasamarTlo cnobs, rom
adgili hqonda seqsualur Zaladobas. meore mniSvnelovani faqtori,
romelic gavlenas axdens sasamarTlos damokidebulebaze, _ kompaniaSi
saCivrebis ganxilvis efeqturi proceduris arsebobaa, romelic
momsaxureebs SesaZleblobas miscemda, uaryofiTi Sedegebis SiSis gareSe,
wamoeyenebinaT braldeba. am movlenasTan brZolisaTvis firmebi
mosamsaxureTa ganaTlebas iyeneben, specialur seminarebsa da
konferenciebs atareben, TavianT TanamSromlebs afrTxileben.
organizaciaSi seqsualuri Zala-dobis damtkicebis SemTxvevaSi maTi
daTxovis Sesaxeb da sxva. firmas SeuZlia, agreTve, seqsualuri Zaladobis
aRkveTis sferoSi SeimuSaos specialuri politika.
xelsayreli kavSirebis eTika. saqmiani da piradi problemebis
gadawyveta arsebuli iuridiuli, ekonomikuri da moraluri wesis
darRveviT, saqonelTan an momsaxurebasTan privilegirebuli miwvdomobis
mqone calkeul adamianTa mdgomareobis gamoyenebis xarjze da sxva, friad
gavrcelebuli formebia post-sabWoTa qveynebSi. aq sityva "blati"
nebismieri adamianisTvis aris nacnobi. igi sakmaod xSirad gamoiyeneboda
Cvens metyvelebaSi da praqtikaSi. nils nilsonma, romelmac es problema
Seiswavla, ramdenime sakiTxi Camoayaliba, romelic, misi azriT, naTels
mohfens konkretuli qmedebis moralur bunebas. im SemTxvevaSi, Tu
romelime pirma, romelic aRWur-vilia raRac uflebamosilebebiT (rogorc
CvenTan amboben "samsaxurebrivi mdgomareobis gamoyeneba"), raime samsaxuri
gagiwiaT Tqven, aucilebelia dausvaT Tqvens Tavs Semdegi kiTxvebi:
1. mocemul pirs kanonieri uflebebi aqvs Tu ara im produqtebze an
momsaxurebaze, romelic man Tqven SemogTavazaT? faqtiurad is xom
ar iparavs maT? ase moqcevis ufleba aqvs Tu ara mocemul
SemTxvevaSi mas? es produqtebi an momsaxureba sinamdvileSi vis
ekuTvnis?
2. Tqvens garda sxva adamianebs msgavsi SesaZlebloba aqvT Tu ara?
momsaxureba an SesaZlebloba samarTlianad vrceldeba Tu ara, da
organizaciaSi masTan Tanabari miRwevadobis SesaZlebloba yvelas
aqvs Tu ara?
3. CaiTvalos Tu ara es saidumlo xelSekrulebad? SeiZleba Tu ara
amis gamxela sxvebisTvis negatiuri Sedegebis gareSe an ise, rom
 uxerxul mdgomareobaSi ar aRmoCndeT? aRniSnuli, ra Tqma unda,
erTmniSvnelovani testi ar aris, magram dagvexmareba gavigoT,
ramdenad wesieria es qmedeba.
ra Tqma unda, aseTi saxis garigebebSi monawileoba Tqveni mxridan
sapasuxo samsaxurs iTvaliswinebs. aseTi saxis araformaluri
urTierTobebi Tavisebur dabrkolebas hqmnis adamianTa da organizaciaTa
Soris arsebul oficialur urTierTobebSi. principi "Sen _ me, me _ Sen"
ara marto saqmian, sazogadoebriv an saxelmwifo organizaciebs, aramed
saerTod, adamianTa Soris urTierTobebsac angrevs. aseT SemTxvevaSi
adamianis fasi damsaxurebiT, profesionalizmiTa da adamianuri TvisebebiT
ki ar ganisazRvreba, aramed konkretuli pirisaTvis raimes `Sovnis~ an misi
nebismieri miTiTebis Sesrulebis SesaZleblobiT (piradi erTgulebiT da
ara saqmisadmi erTgulebiT).
magram, zogierTi saqonlis an momsaxurebis arakanonierma an
aramoralurma miRebam SeiZleba ufro rTuli forma SeiZinos. saqme exeba
situacias, rodesac Tqven ara pirad, aramed organizaciis interesebs
warmoadgenT. dasaSvebia Tu ara arsebuli kanonebisa da wesebis darRveva,
raTa kargi saqme gakeTdes? uxeSad rom vTqvaT, saWiroa Tu ara qrTamis
aReba, an vinmes samsaxurSi miReba ("mowyoba"), an raime msgavsis gakeTeba
maSin rodesac Teoriulad, da ra Tqma unda, moraluradac SesaZlebelia,
umwikvlod davaregistriroT organizacia, gavxsnaT axali saqme, miviRoT
is, rac kanoniT gvekuTvnis? Tqven iciT, rom Tqvens ukan dgas mravali
adamianis interesebi: Tqveni TanamSromlebis, Tqveni momavali klientebis,
Tqveni momavali produqtis am momsaxurebis momxmareblebi? rogor
moviqceT?
"xelsayreli kavSirebis eTikis" erT-erTi yvelaze cnobili
gamovlinebaa qrTami. Cven ar SevexebiT sakiTxis iuridiul mxares.
ganvixiloT ufro rTuli problema: zRvari qrTamis farul formasa da
saCuqars Soris. aris Tu ara, magaliTad, Tqveni momwodeblis mier
banketze dapatiJeba QqrTamis faruli forma? an golfis partiaze
dapatiJeba prestiJul klubSi? an, bolos da bolos, mcireodeni saCuqari
firmisgan, romelic isurvebda Tqvens kompaniasTan kontraqtis dadebas?
mravali transnacionaluri kompaniis eTikuri rekomenda-ciebi
gvirCeven im qveynis eTikuri da kulturuli tradiciebi gaviTvaliswinoT,
sadac Tqven imyofebiT da muSaobT. arsebobs sami kulturuli tradicia,
romelic safuZvlad udevs Tanamedrove saqmian operaciebs araevropul
qveynebSi: Sekruli wre, urTierTsamsaxuris sistema da saCuqrebis gacvla.
arasakmarisad ganviTarebuli ekonomikisa da formaluri saqmiani
urTierTobebis kulturis mqone qveynebSi adamianTa umravlesoba Tvlis,
rom isini miekuTvnebian garkveul Sekrul wres, romelic Sedgeba
naTesavebis, megobrebisa da yvelaze axlobeli kolegebisagan. yvelam, vinc
ekuTvnis am wres, unda daicvas erTmaneTi da uzrunvelyos urTierT
ayvaveba. nebismieri adamiani, romelic ar aris am wridan miiCneva rogorc
"ucxo", da maTi ganzraxva dgas eWvs qveS. swored amitom, biznesmenebi
(iseve, rogorc saxelmwifo Cinovnikebi) upiratesobas aniWeben iseT
adamianebTan urTierTobas, visac icnoben da endobian.
urTierT samsaxuris sistemaSi saCuqari an samsaxuri mis mimRebs
valdebuls xdis daabrunos is rodisme _ magram "procentebiT". da
rodesac samsaxuri dabrunebulia, maSin pirveli adamiani, vinc is miiRo,
isev valdebulia daabrunos igi kidev ufro didi samsaxuriT. amgvarad,
urTierT-val-debulebebis sistema mtkice kavSirad gardaiqmneba, romelmac
SeiZleba Sekrul wreSi daSveba uzrunvelyos, adamiani gaxados
"Tavisianad", rac saqmiani operaciebis warmoebis safuZveli xdeba.
mesame kulturuli tradicia, romelic mWidrodaa dakavSi-rebuli
urTierT samsaxuris sistemasTan saCuqrebia. saCuqris gakeTeba an miReba
bevrad mets niSnavs, vidre ubralod megobrul Jests. aman SeiZleba
saCuqrebis gacvlis grZel serias daudos safuZveli. mocemuli sakiTxis
specialisti jefri e. feidimani Tvlis, rom: "saCuqrebi ubralod katali-
zators warmoadgenen. idealuri garemoebebis dros es procesi
gardaiqmneba movlenaTa dausrulebel jaWvad, romelic vizitebs,
saCuqrebs, megobrul Jestebsa da samsaxurs moicavs. isini erT mdinared
miedineba monawilidan monawilisken mTeli misi sicocxlis ganmavlobaSi".
saCuqrebisa da momsaxurebis tradiciul gacvlaSi CarTvisa da
Sekruli wris nawilad gadaqcevis Semdeg, biznesmens SeuZlia moipovos
ndoba, miiRos ufro Tavisufali daSvebadoba saqonlis adgilobriv
bazarsa da teqnologiaze da daiyvanos riski minimumamde ucxo garemoSi.
siZneleebi mdgomareobs imaSi, rom saCuqris qrTamisgan garCeva viswavloT.
TqvenTvis fulis TxovniT Tqveni kontragenti gamomZalvelia Tu, is
gibiZgebT Tqven urTierT samsaxuris sistemaSi Sesvlisaken? kriteriumis
saxiT SeiZleba gamogvadges Tanxis raodenoba (rac ufro mcirea Tanxa,
miT naklebad gavs qrTams), agreTve fulis daniSnuleba (Tu
gaTvaliswinebulia Tanxis gadacema mesame, gansakuTrebiT Zalauflebis
mqone mxarisTvis, maSin es ufro qrTamia).
msgavs SemTxvevebSi amerikuli kompaniebi gvTavazoben Semdeg rCevas:
isini kerZo pirebs ki ar aZleven fuls, aramed sTavazoben uangaro
subsidiebs saavadmyofoebisa da skolebis MmSeneblobisTvis,
uzrunvelyofen teqnikur da eqspertul daxmarebas sazogadoebrivi
samuSaoebis saorganizaciod, sTavazoben samuSao adgilebs. yvelaferi es
keTilganwyobil atmosferos qmnis ucxo qveyanaSi. qrTamis nacvlad
socialuri samsaxuris SeTavazebiT, kompaniebi karg reputacias iZenen,
xolo is adgilobrivi Cinovnikebi, romlebic awarmoeben molaparakebas am
subsidiebis Sesaxeb, imtkiceben Tavis prestiJs.
amgvarad, garkveuli codnis flobiT da zemoT aRwerili meTodebis
gamoyenebiT, sakuTari moraluri principebis daT-mobis gareSe, SeiZleba
saqmiani operaciis warmoeba araevropul qveynebSic. adgilobriv doneze
saCuqrebi mniSvnelovan tra-diciul funqciebs asruleben: isini SeiZleba
CaiTvalos Tavazianobad, da ara qrTamad. ufro farTo doneze, mniSvnelo-
vani socialuri momsaxurebis SeTavazebiT, romlebsac sarge-beli moaqvT
TiToeuli adamianisTvis da xels uwyoben xangrZliv ndobaze dafuZnebuli
urTierTobebis damyarebas, kompaniebma SeiZleba Tavi aaridon saeWvo
gadasaxdelebs.
zemoT aRwerili rTuli eTikuri sakiTxebis gadasawyvetad,
organizaciam mkafiod unda gansazRvros, Tu xelmZRvanelobis-Tvis,
TanamSromlebis, partniorebis, momwodeblebisTvis ra aris eTikuri da ra
_ ara. biznesis eTikis Tanamedrove wamyvani specialistebis azriT,
nebismier organizaciaSi aucileblad unda iyos im wesebisa da
principebis, agreTve damrRvevebis mimarT gamoyenebuli zomebis Semcveli
werilobiTi dokumen-tebi, romelsac icavs mocemuli organizacia. es
dokumentebi rac SeiZleba ufro konkretul xasiaTs unda atarebdnen da
yvela TanamSromlamde iqnen dayvanili.
 gadawyvetilebis miRebis dros saerTaSoriso doneze momuSave
kompaniebi damatebiT siZneleebs awydebian. sadac ar unda muSaobdnen, isini
miiswrafian saqmiani qcevis erTiani standarti gamoiyenon, raTa
samagaliTo moqalaqeebis reputacia SeinarCunon im qveynebSi, sadac isini
funqcionireben. magram es ori mizani yovelTvis SeTavsebadi ar aris:
kompaniaSi SeiZleba moqmedebdes Rirsebis mixedviT dawinaurebis principi,
xolo qveyanaSi _ ufrosobis mixedviT. garda amisa, im dros, rodesac
finansuri ariTmetika, romelsac kompania eyrdnoba, zogadad misaRebia,
eTikuri normebi sxvadasxva qveyanaSi gansxvavebulia.
Tu kompaniis mSobliur qveyanaSi raRac korufciad iTvleba, sxva
qveynebSi es sazogadod miRebuli saqmiani praqtikaa, rogor unda
imoqmedon adgilobrivma menejerebma? kompaniebs SeuZliaT biznesi mxolod
im qveynebSi awarmoon, sadac eTikuri TvalsazrisiT Tavs komfortulad
grZnoben. ra Tqma unda, im pirobiT, rom aqcionerebic iziareben am
Tvalsazriss. Tumca es midgoma Tavisi arsiT SeiZleba limitirebuli
iyos, xolo gansxvavebebis principebis ganxilvis gareSe, ucxo qveynis
qcevis kodeqsis uaryofa atarebs garkveuli TviTdajerebulobis niSans.
magaliTad, Tu kompa-niebi acnobiereben, rom ucxo qveyanaSi mebaJes unda
zedmeti gadauxadon mxolod imitom, rom man Tavisi saqme gaakeTa, aseT
SemTxvevaSi SeiZleba aRmoCndes, rom saxelmwifos Tavisi pasuxismgebloba
gadaaqvs kerZo seqtorze, romelsac, araefeq-turi dabegvris alternativis
saxiT, igive miznebi aqvs.
miuxedavad amisa es magaliTi kvlav kompaniebis winaSe mdgomi erT-erT
yvelaze rTul eTikur sakiTxamde gvabrunebs: ramdenad Sors unda wavideT
biznesis warmoebis dros? SekveTis miRebis mizniT, romeli gadasaxadebia
kompaniisTvis kanonieri da, meores mxriv, rodis gadaiqceva TanamSromle-
bisTvis saCuqari qrTamad? "imis Sesamowmeblad, Tu ramdenad misaRebia,
kompaniis TvalsazrisiT, gadasaxadi, me vsargeblob ori martivi wesiT, _
wers a. kedberi, _ asaxulia Tu ara gadasaxadi sagadasaxado dokumentSi?
xom ar aris saCuqris mimRebi winaaRmdegi, rom is kompaniis gazeTSi iyos
naxsenebi?"
pirveli wesi garantias gvaZlevs, rom yvela gadasaxadi, rogori
ucnauric ar unda gveCvenebodes, dafiqsirdeba da Caiwereba sagadasaxado
uwyisSi. meore wesi mimarTulia qrTamis saCuqrisgan gansasxvaveblad _
gansazRvra damokidebulia saCuqris fasze da im zemoqmedebaze, romelic
man SeiZleba moaxdinos mimRebze. magaliTad, erTi yuTi viskis Rirebuleba
SeiZleba SezRuduli iyos, Tu mimRebi mas gamoiyenebs mxolod samedicino
mizniT. yvelam TviTon icis, rodis aris saCuqari misaRebi, da rodis _
ara, agreTve ician, rom sxvebsac kargad esmiT es _ Tu maT ician saCuqris
fasi.
rac Seexeba sagadasaxado dokumentebs, es wesi sakmaod sasargebloa
swored imitom, rom qcevis wesebi sxvadasxva qveynebSi sakmaod gansxvavdeba
erTmaneTisgan. man daawesa zogierTi, sxva SemTxvevaSi miuRebeli, kompaniis
gadasaxadebi, magaliTad, policielebisTvis _ erT qveyanaSi, oficialuri
damgegmavebisTvis _ meore qveyanaSi, magram yvelaferi aRniSnulia
sabuRaltro wignebSi da eqvemdebareba audits. saSemosavlo orderSi
gadasaxadebis CamoTvla SeiZleba Aarasakmarisi eTikuri testi aRmoCndes,
magram is aucilebelia. kompaniis dokumentaciis miRma nebismieri
gadasaxadi Tavisi arsiT korufcias warmoadgens.
am or wess aqvs Semdegi logika: Riaoba da eTika erTmaneTTan
"xelixelCakidebulni" arian, da nebismieri moqmedeba araeTikurad iTvleba,
Tu maTi saxalxo ganxilva ar SeiZleba. gadawyvetilebis miRebis Riaobac
igive logikas gamoxatavs. is saSualebas aZlevs maT, vinc dainteresebulia
garkveuli gadawyvetilebiT, gamoaqveynos Tavisi Sexedulebebi da xsnis
diskusiebis mizezebs, romelTa mixedviTac miRebuli iyo garkveuli
gadawyvetilebebi. es, Tavis mxriv, gadawyve-tilebis mimReb pirebs
saSualebas aZlevs gamocdilebis safuZvelze iswavlon da Tavisi
msjelobebis gamotanis niWi gaaumjobeson.
bevri cnobili biznesmeni Tvlis, rom kompaniis moqmedebebisa da
motivebis gamo sxvisi eWvebis gaqarvebis saukeTeso saSualeba Riaobaa.
biznessa da sazogadoebas Soris urTierTdamokidebulebis gaumjobesebaSi
Riaoba panacea ar aris, magram Ria sistemaSi moqmedebisken swrafva
safuZvlad udevs msgavs urTierT-damokidebulebebs. biznesi unda iyos Ria
sazogadoebrivi azrisTvis da, meores mxriv, Riad unda saubrobdes Tavisi
saqmianobis Sesaxeb. es aucilebelia ndobis Sesaqmnelad.
 makroeTikis problemebi
biznesis makroeTikaSi gamoyofen dRevandeli saqmiani
cxovrebisTvis friad aqtualur ramdenime sakvanZo problemas. maT
miekuTvneba:
_ korporaciebs Soris urTierTobis eTika;
_ korporaciebsa da saxelmwifos Soris urTierToba;
_ korporaciebsa da momxmareblebs Soris urTierToba;
_ korporaciebsa da investorebs Soris urTierToba;
_ korporaciebsa da lokalur Tanasazogadoebebs Soris
urTierToba;
_ korporaciebsa da garemos Soris urTierToba.
ganvixiloT TiToeuli es problema cal-calke.

korporaciebs Soris urTierToba. korporaciebs Soris

damokidebuleba mravalgvaria. amJamad SeiniSneba maTi gaer-Tianebis
intensiuri procesi, yvela aqedan gamomdinare SedegebiT. maT
Sorisaa moraluri apeqtic, romelSic gamoiyofa deda
korporaciebis mier qaliSvili korporaciebis mimarT kontrolis
problemis moraluri aspeqti. zemdgomi kompaniis mier totaluri
xelmZRvanelobis saxiT unda xorcieldebodes Tu ara kontroli,
Tu qaliSvil korporacias unda gaaCndes garkveuli Tavisufleba?
Tu ukanaskneli marTebulia, maSin ramdenad Sors unda midiodes es
Tavisufleba? erTis mxriv, qaliSvili korporaciis mxridan
moiTxoveba usityvo morCileba, zemdgomi kompaniis miTiTebebis
Sesruleba, meores mxriv, zemoT yvela SesaZlebeli variantis
winaswari gaTvla SeuZlebelia, da qvemoT mdgomi korporacia unda
iCendes gonivrul iniciativas, strategiuli sargeblis miRebis
mizniT, SesaZlebelia pirdapiri miTiTebebis darRvevac ki.
problemis ganxilvis dros, deontikuri eTikis warmomad-
genlebi gansakuTrebul aqcents nebismieri korporaciis Tavi-
suflebasa da pasuxismgeblobaze, korporaciis uflebis dac-visas
gadawyvetilebis miRebis Tavisuflebaze, misi xel-mZRvanelobis
gonivrulobaze akeTeben. utilitaristuli eTikis warmomadgenlebi,
calkeuli situaciis ganxilvisas xelmZRva-neloben mogebisa da
xarjis gamoTvlis meTodologiiT.
ara nakleb mniSvnelovania sxva problemac: Bbiznesis erTi da
igive sferoSi moRvawe damoukidebel korporaciebs Soris
gardauvalia konkurencia, romlis procesSic warmoiqmneba mravali
moraluri problema. erT-erTi yvelaze seriozulia konkurentze
gamarjvebis mosapovebeli saSualebis amorCevis moralurobis
problema, maT Soris iseTebisac, romlebic, erTi SexedviT ar aris
saSiSi moralisTvis, rogorc magaliTad, produqciis Rirebulebis
mis TviTRirebulebaze dabla daweva an TviTRirebulebis
Semcirebis gamo xelfasis Semcireba. Tumca, ekonomikur zomebs
gaaCniaT, meore, moraluri mxarec.
msgavs SemTxvevebSi, biznesmenebi yvelaze xSirad xelmZRva-
neloben utilitarizmis eTikiT, rodesac konkurentuli brZolis
procesSi savsebiT gamarTlebulia gansazRvruli saxis moqmedebis
Cadena. miuxedavad imisa, rom am moqmedebebma SeiZleba vneba
moutanon konkurents, magram amavdroulad miiRweva garkveuli
dadebiTi Sedegi (sargebeli mTeli kompaniis, aqcionerebis an
daqiravebuli muSakebisTvis).
saSualebebis amorCevis moralurobasTan mWidrodaa dakav-
Sirebuli konkurenciis problema: sanamde SeiZleba gagrZeldes is
da ramdenad Sors SeiZleba wavides, raTa ar dairRves
sazogadoebaSi miRebuli sayovelTao moraluri normebi da
principebi?
qrestomatiis saxis, magaliTad SeiZleba moviyvanoT konku-
rencia kompania “berki fotosa” da kargad cnobil “istmen Kkodak
kompanias” Soris. Uukanaskneli cdilobda samoyvarulo
fotoaparatebis bazris monopolizirebas, Tumca ukve flobda
bazris 80 %-s. farTomasStabiani sareklamo kompaniis Catarebis
gareSe, kompania “kodakma” bazarze gaitana axal fotolentze
gaTvlili fotoaparatebis didi raodenoba. garkveuli drois
ganmavlobaSi aseTi tipis fotoaparatis gayidva SeeZlo mxolod
kompania “kodaks”, radganac msgavsi saqonlis SemoTavazeba sxvas
aravis SeeZlo. Kkompania “berki fotos” fotokamerebi ar iyideboda,
ris gamoc man didi zarali naxa.
deontikuri eTikis warmomadgenels d. breibruks mohyavs es
magaliTi wignSi “eTika biznesis samyaroSi” (1983 w.), da xazs usmevs,
rom konkurentma firmebma ar unda daiviwyon imis Sesaxeb, rom
isini erTi sazogadoebis wevrebi arian da amitomac, pativi unda
scen erTmaneTs, ar unda Selaxon sxvisi uflebebi.
amJamad arsebobs biznessa da saxelmwifos, biznessa da
zogadad sazogadoebas Soris urTierTobis problemis Sesaxeb ori
Tvalsazrisi. pirveli maTgani efuZneba r. novikis ideebs, romlebic
man gamoTqva Tavis wignSi “anarqia, saxelmwifo da utopia” (1974 w.),
romelTa Soris mTavaria samarTlianobis, rogorc Tavisufali
mflobelobisa da kanonierad SeZenili qonebis gankargvis ufleba.
is aviTarebs klasikur burJuaziul-individualistur Sexedulebebs
biznesis saqmianobaSi rogorc saxelmwifos, ise sazogadoebis
mxridan Caurevlobis Sesaxeb, Tvlis ra, rom maqsimalurad
Tavisufali biznesi miiRebs met mogebas da amiT meti sargebloba
sazogadoebisTvis moaqvs (aqciis mflobelTa meti Semosavlis,
daqiravebuli muSake-bisTvis xelfasis matebis saxiT, rac gazrdis
mTlianad sazogadoebis keTildReobas, agreTve qvelmoqmedebisa da
filantropiis saxiT). am Tvalsazriss mxars uWeren neokon-
servatizmis warmomadgenlebi, romlis mZlavri gavlena
sazogadoebis ideologiaze igrZnoboda 80-ian wlebSi.
meore Tvalsazrisis warmomadgenlebi amtkiceben, rom biznesi
da korporacia sazogadoebrivi struqturis nawils warmoadgens da
sazogadoebrivi institutis saxiT, ara marto sazogadoebisa da
saxelmwifos mxridan ganicdis gavlenas, aramed unda
regulirdebodes da kontrolirdebodes rogorc “qvevidan”, ise
“zevidan”. qvevidan _ sazogadoebis wevrebis mier firmis
saqmianobisa da produqciis xarisxis Sesaxeb sazogadoebrivi azris
formirebis saSualebiT, myidvelTa gamokiTxvis Sedegebis,
sazogadoebrivi komisiisa da momxmare-belTa sazogadoebis
gamoyenebiT. zevidan _ specialuri saxel-mwifo struqturebis mier,
iseTebis, rogoricaa produqciis xarisxisa da usafrTxoebis
komisia aSS-Si, da kanonebiT (pirvel rigSi antimonopoluri
kanonmdeblobiT, agreTve kano-nebiT saqonlis xarisxisa da
momxmareblis uflebebis regla-mentirebis Sesaxeb). Aam
Tvalsazrisidan gamomdinare, ganvixi-lavT urTierTobebs
makrosubieqtebs Soris vertikalur doneze.
konkurentis Sesaxeb informaciis Segrovebis moraluri aspeqti .
ukanaskneli ori-sami aTwleulis ganmavlobaSi konkurentis Sesaxeb
informaciis Segroveba biznesSi erT-erTi yvelaze mniSvnelovani
mimarTuleba gaxda. Mmiuxedavad amisa, dResac cota menejers Tu
aqvs mkafiod gacnobierebuli is, rom konkurentis Sesaxeb
sxvadasxvagvari informaciis Segrovebis sakiTxSi saWiroa
garkveuli eTikuri normebisa da meTodebis dacva, rom mocemuli
saqmianoba da miRebuli monacemebis gamoyeneba unda ganxorcieldes
eTikuri miznebisa da prin-cipebis Sesabamisad.
konkurentis Sesaxeb informaciis Segrovebis zrdasTan
dakavSirebuli Crdilovani mxare gamoixateba, upirveles yov-lisa,
informaciis Segrovebis eTikurad saeWvo meTodebis gamoyenebaSi,
informaciul danaSaulobebTan dakavSirebuli sasamarTlo
procesebis raodenobis, agreTve, saerTo sainfor-macio
usafrTxoebisaTvis gankuTvnili resuresebis zrdaSi.
eqspertebma miaxloebiT gamoTvales, rom ukanaskneli
aTwleulis ganmavlobaSi sasamarTlo dadgenilebebis raodenoba
aSS-Si, informaciis qurdobisa da misi ukanono miTvisebis gamo,
gaizarda TiTqmis oTxjer da raodenobrivad weliwadSi orasze
meti gaxda. informaciasTan dakavSirebuli sasamarTlo procesebis
raodenobis gazrda ar SeiZleba mxolod teqnologiis mzardi
sirTuliTa da siZviriT aixsnas. es zrda gamoxatavs, agreTve,
konkurenti firmis mier Seqmnili Cveulebrivi saqmiani informaciis
SeZenis saeWvo meTodebis gamoyenebas. am xerxebis gamoyeneba
mowmobs zogadad eTikuri standartebis an gamomgoneblobisa da
SemoqmedebiTobis dacemas. Ees, agreTve, SeiZleba ganvixiloT,
rogorc mzardi konkurenciisa da saqmiani strategiis Tanamedrove
Teoriebis konkurentuli orientaciis Tanamdevi produqti.
muSakebma unda icodnen, rom konfidencialuri informaciis
gaxsna unda warmoebdes mkacrad, kanonis Sesabamisad. dasav-leTSi,
konfidencialuri informacia, romelic gavlenas axdens
sainvesticio gadawyvetilebebze, Cveulebriv, iyofa Semdeg
kategoriebad: a) informacia dividendebis Secvlis Sesaxeb; b)
monacemebi axali produqtis aRmoCenis an Seqmnis Sesaxeb; g)
korporaciuli dagegmvis monacemebi Semosavlebis cvlilebis
xarisxis Sesaxeb; d) informacia Semosavlebis mkveTri dacemis
Sesaxeb; e) informacia mniSvnelovani gauTvaliswinebeli dana-
kargebis Sesaxeb.
saeWvo moRvaweobis gamokvlevebis mimoxilva, sasamarTlo
dadgenilebebi, axali ambebis nakrebi, popularuli statiebi,
agreTve, informaciis Segrovebis sferoSi eqspertTa dokumen-tebi
gviCveneben, rom informaciis saeWvo Segrovebis yvelaze
gavrcelebuli meTodebi SeiZleba mivakuTvnoT sam ZiriTad
kategorias:
1. meTodebi, romelic exeba motyuebas an SecdomaSi Seyvanis
sxva formas;
2. meTodebi, romlebic dakavSirebulia konfidencialuri
informaciis mflobel adamianebze gavlenis moxdenis
mcdelobasTan, maTTvis raime interesis gamRvivebeli
stimulebis SeTavazebiT;
3. meTodebi, romlebic exeba saidumlo an arasanqcioni-rebul
miRwevadobas; meTodebi, romlebic dakavSirebu-lia
informaciis pirdapir miTvisebasTan (motacebasTan).
informaciis legaluri Segrovebis sapirispirod, saeWvo
meTodebi, Cveulebriv, gamoiyeneba, raTa miRebul iqnes is
informacia, romelsac firmebi asaidumleben da romelic
aucilebeli ar aris da SesaZloa, sasurveli iyos sazoga-
doebisTvis. praqtika migviTiTebs informaciis saeWvo Segrovebis
mTel rig ZiriTad xerxebze. EerT-erTi maTgania SecdomaSi Seyvana.
SecdomaSi Seyvanam SeiZleba ramdenime forma miiRos: cru
gasaubrebis Catareba, informaciis Sesagroveblad viTomcda
samecniero-kvleviTi samuSaoebis Sesasruleblad studentTa
daqiraveba, sakuTari Tavis mewarmed, momwodeblad an myidvelad
gasaRebis mcdeloba.
saeWvo meTodebis meore kategoria dakavSirebulia poten-ciur
informatorebze iseTi gavlenis moxdenis cdasTan, rom maT
informaciis konfodencialurobis dacvis SesaZlebloba an maTi
damqiraveblebis interesebis Sesabamisad moqmedeba movuspoT. ufro
xSirad es moiTxovs Semxvedri winadadebebis wamoyenebas an
garkveuli upiratesobebis miniWebas imaTTvis, vinc, SesaZloa,
Rirebuli informaciis momwodebeli iyos. yvelaze uxeSad am
meTods meqrTameoba ewodeba _ raime Zvirfasis SeTavazeba
Tanamdebobrivi movaleobebis darRvevis sanacvlod. zogierT
SemTxvevaSi Semxvedri winadadebebi SeiZleba gamoyenebuli iqnes
informatoris kompromentirebi-saTvis. Ggarda amisa, SesaZlebelia
variantebi, rodesac wyarom SeiZleba daasaxelos
arakonfidencialuri informacia, magram aseTi saxis qmedebam
SeiZleba ziani miayenos damqiraveblis interesebs.
informaciis miwodebis winadadeba SeiZleba yovelTvis ar iyos
motivirebuli pirdapiri fuladi kompensaciiT. xandaxan es
SeiZleba iyos damatebiTi an ZiriTadi maRalanazRaurebadi
samsaxuris SeTavazeba. praqtika gviCvenebs, rom konfidencia-luri
informaciis miRebis mizniT, konkurenti kompaniis muSakis
daqiraveba, konkurentis Sesaxeb informaciis Segro-vebis farTod
gamoyenebadi da gavrcelebuli meTodia.
yvela zemoTaRniSnuli meTodebi eTikurad problematuria,
radganac isini ase Tu ise Zirs uTxrian urTierTndobasa da
pasuxismgeblobas. nawilobriv, Semxvedri winadadebebis efeqti
aixsneba muSakis arasakmarisi informirebulobiT imis Sesaxeb, Tu
rogori saxis informaciis gacema SeiZleba.Aase magaliTad, firma
SeiZleba ganixilavdes garkveul informacias, rogorc
konfidencialurs da uziarebdes mas momwodebels, im dros,
rodesac momwodebeli iRebs mas, rogorc sayovelTaod misawvdoms.
sasamarTlo procesis qronikebi Seicavs aseTi gaugebrobis mraval
magaliTs.
saidumlo kontroli _ informaciis Segrovebis eTikuri
problemis sxva kategoriaa. igi moicavs eleqtronul SpionaJs,
agreTve TvalTvalis sxva arasanqcirebul formebs, iseTebs,
rogoricaa mosmena da aerofotogadaReba. saWiroa aRiniSnos, rom
saidumlo kontrolis meTodebi SeiZleba sakmaod mravalgvari iyos.
is SeiZleba sakmaod martivi (magaliTad, konkurent organizaciaSi
Spionis Segzavna), magram amave dros SeiZleba sakmaod rTulic
iyos _ Tanamedrove teqnologoebis gamoyenebiT. sistemebi,
romlebsac SeuZliaT mosmena xuTi kvartlis iqiT, sprei, romelic
xelmisawvdoms xdis dabeWdili konvertis SigTavss, mowyobiloba,
romelsac SeuZlia kompiuteris ekranis wakiTxva ori kvartlis
manZilze, da a.S.
saidumlo kontroli, iseve, rogorc SecdomaSi Seyvana da
araswori gavlena, aqamde warmoadgens informaciis miRebis kidev
erT xerxs, magram konkurentebs ar surT amaze saubari.
GgansakuTrebiT problematuria saidumlo kontroli sazoga-
doebriv adgilebSi an sazogadoebrivi adgilebidan. magali-Tad,
sazogadoebrivi adgilebidan TvalTvali saSualebas iZleva
gairkves konkurentis mier transportirebuli produq-tebis
moculoba. msgavsi praqtikis kanonierebis Sesaxeb azri
araerTgvarovania. vinmes SeuZlia Tqvas, rom TiTqos firmam
Tanxmoba misca TvalTvalze, radganac ar aRmarTa Robe Tavisi
teritoriis garSemo.
saidumlo TvalTvalis problemasTan dakavSirebuli sakiTxi
mWidrodaa dakavSirebuli informaciis nebayoflobiT gadacemasTan.
konkurenti firmebis ukmayofilo yofili muSakebi, rogorc
cnobilia, konkurentebs sTavazoben rogorc Zalian
konfidencialur teqnologiur informacias, ise ufro zogadsac.
informaciis Segrovebis mniSvnelobis zrdisa, da araeTi-kuri
da saeWvo meTodebis gavrcelebis miuxedavad, korpora-ciebis
mxolod nawili Tavazobs muSakebs eTikuri standar-tebis Sesabamis
praqtikul saxelmZRvanelos konkurentis Sesa-xeb informaciis
Segrovebis sakiTxze.
menejmentis praqtika mowmobs koknkurentis Sesaxeb infor-
maciis mogrovebisa da gamoyenebis sferoSi muSakis qmedebebis
zedmetad detalurad reglamentirebis aramizanSewonilobas. saqme
isaa, rom aq bevri ram damokidebulia garemoebebze, romelTa
winaswar gaTvaliswineba TiTqmis SeuZlebelia. Ees garemoebebi
SeiZleba dakavSirebuli iyos misaRebi informaciis gvarobasa da
misi gamoyenebis xasiaTze, aseve organizacia-donorisTvis
negatiuri Sedegebis xarisxze, informaciis gaJonvis aRmoCenis
albaTobaze da a.S.
amrigad, menejerebi, romlebic ar uzrunvelyofen orga-
nizaciis saqmianobaSi eTikuri standartebis dacvas, imis risks
amaRleben, rom isini, maTi muSakebi da maTi firmebi CaTreulni
aRmoCndebian informaciis Segrovebis saeWvo praqtikasTan
dakavSirebul ZviradRirebul sasamarTlo procesebSi. Ggarda
amisa, isini safrTxis qveS ayeneben informaciis sakuTari dacvis
sistemas, zrdian sainformacio dacvis damatebiTi msxvili
xarjebis risks. da piriqiT, konkurentuli sistemis mxardaWeriT,
romelic pativs scems zogadi moralis principebs da
konkurentebis uflebas _ ar gaaxmauron garkveuli informacia,
menejmenti amgvarad mxars uWers rogorc sakuTar, aseve
konkurentuli sistemis sicocxlisunarianobas.
korporaciebsa da saxelmwifos Soris urTierToba. am saxis
urTierTobebSi moraluri subieqtebis urTierTgavlena Zalian
didia. saxelmwifos mxridan SeiCneva specialuri kanonebisa da
saxelmwifo struqturebis saSualebiT, biznesisa da korporaciebis
kontrolis tendencia, Tumca saxezea korporaciis uSedego
miswrafebac, lobirebis gziT saxelm-wifos mier gatarebul
politikaze moaxdinos gavlena. Oorive mxridan naTlad SeiniSneba
utilitarizmis tendenciebi, sakuTari qmedebebis moralurobis
Sefaseba dadebiTi Sedegebis TvalsazrisiT, Tumca dadebiTi
Sedegis cnebaSi mxareebi sxvadasxva Sinaarss deben.
garda amisa, saxelmwifos politikaSi, romelic mimarTulia
uqonelTa, avadmyofTa da moxucTa sasicocxlo donis Senar-
Cunebisken, maRali gadasaxadebis saSualebiT sazogadoebrivi
simdidris gadanawilebisa da farTo socialuri programebis
ganxorcielebisken, naTlad SeiniSneba “samarTlianobis eTikis”
tendenciebi. Ees politika araerTgvarovnad fasdeba: rogorc
dadebiTad, ise uaryofiTad. ukanasknel SemTxvevaSi, aseTi
politikis Sedegad sazogadoebaSi aRiniSneba momxmarebluri
tendenciebis gavrceleba, aqtiuri moRvaweobis stimulis arqona da
sxva.
Bbiznesis saxelmwifo regulirebis procesSi SeiZleba gamoiyos
sami ZiriTadi mimarTuleba:
_ ekonomikis efeqturobis uzrunvelyofis mizniT korpo-raciis
moRvaweobis regulireba. ase, magaliTad, antitrestuli
kanonmdebloba, romelsac safuZvlad udevs jer kidev 1890 wels
miRebuli Sermanis aqti, da kleitonis aqti (1914 w.), romlis
mizania _ monopolizaciis aRkveTa da firmebs Soris sakuTari
produqciis fasebze SeTanxmeba, romelsac isini aweseben bazrisgan
damoukideblad;
_ biznesisa da momxmareblis urTierTobebis regulireba.
momxmarebelTa interesebis dacvis mizniT, saxelmwifo
gansazRvravs biznesis pasuxismgeblobas da Tvalyurs adevnebs am
interesebis damcavi kanonebis zust Sesrulebas;
_ garemos mimarT biznesis gavlenis saqmianobis regu-lireba
iseTi saxelmwifo organoebis daxmarebiT, rogoricaa, magaliTad,
garemos dacvis saagento.
gansakuTrebiT unda gamoiyos korporaciebsa da mesame samyaros
saxelmwifoTa urTierTobebis moraluri aspeqtebi.
jer-erTi, mesame samyaros saxelmwifoTa ekonomikaSi
korporaciebis saxsrebis sakuTari teqnikuri codnisa da
marketingis SesaZleblobebis dabandeba am qveynebis ekonomikis ara
imdenad ganviTarebas uwyobs xels ramdenadac, piriqiT, isini
sazRvargareTuli investiciebisa da kompaniebisadmi mWidro
damokidebulebaSi mohyavs. mcirdeba sakuTari teqnikuri
inteligenciis, sakuTriv biznesis, kvalificiuri muSakebis
formirebis SesaZleblobebi. warmoiqmneba situacia, rodesac mTeli
qveynis ekonomika SeiZleba damokidebuli aRmoCndes msxvil
korporaciebze, rogorc, magaliTad, es moxda nigeriaSi. am
qveyanaSi kompania “iunaiTed efrika” iqmneboda mxolod margarinis
zogierTi saxeobisaTvis palmis zeTis sawarmoeb-lad. Ddaiwyo ra
Tavisi saqmianoba soflis meurneobidan da vaWrobidan, man lideris
pozicia daikava teqstilis, Saqris, cementis, sigaretis, plastmasis
warmoebasa da mSeneblobaSi.
meore, es aris Sromis samarTliani anazRaurebis problema,
romelic, mesame samyaros qveynebSi korporaciis miswrafebis
Sedegia, rac SeiZleba naklebi gadaixados igive samuSaoSi, vidre
Tavis qveyanaSi.
mesame, es aris, korporaciebis miswrafebiT gamowveuli,
problema ganalagon am qveynebSi mavne (romlebic abinZureben
garemos), da potenciurad saSiSi sawarmoebi, agreTve, uzrun-velyon
muSakTa usafrTxoeba da gamoyon bevrad naklebi saxsrebi maTi
janmrTelobis dasacavad. Kkorporaciebis moraluri valia _
usafrTxoebis igive standartebs misdion, romlebic sakuTar
qveyanaSia miRebuli. im SemTxvevaSic ki, Tu es mkacrad
reglamentirebuli ar aris am qveyanaSi.
meoTxe, mesame samyaros qveynebSi korporaciebis ekonomi-kuri
Careva, romelic gamowveulia imiT, rom konkurentuli brZolis
warmoebis SesaZleblobebi korporaciebs bevrad meti aqvT, rac
iwvevs bazridan erovnuli sawarmoebis gamoZevebas.
mexuTe, mecnierTa umravlesoba amoralurad Tvlis rasis-tuli,
korumpirebuli an sakuTari mosaxleobis mimarT rep-resiis
gamtarebeli reJimebis mxardaWeras. Zlieri sazRvargare-Tuli
korporaciebis monawileoba aZlierebs am reJimebis ekonomikur
SesaZleblobebs da amiT xels uwyobs maT SenarCunebas.
Aamoraluria, agreTve, am reJimebTan iseTi saqon-liT vaWroba,
romelic SeiZleba gamoyenebuli iqnes rogorc Zalmomreobis
instrumenti.
korporaciebsa da momxmareblebs Soris urTierToba . biznesis
eTikaSi es problema yvelaze xSirad warmoiqmneba. saboloo jamSi,
sazogadoebis nebismieri wevri _ momxmarebeli, da TviT mocemuli
problema, biznesis saxelmwifo regulire-bis problemasTan da
korporaciis SigniT urTierTqmedebis (mmarTvelebsa da samarTavebs
Soris, damqiraveblebsa da daqiravebulebs Soris) problemebTan
erTad, biznesis eTikis erT-erT yvelaze Zvel problemas
warmoadgens.
korporaciebsa da momxmareblebs Soris urTierToba
ganisazRvreba bazriT, romelic aerTianebs maT “ormxrivad
sasargeblo” urTierTobebiT. sabolood, Tumca biznesi Tavisu-
falia Tavisi saqmianobis Sedegad maqsimalurad maRali mogebis
miRebis survilSi, magram misi saqmianoba warmatebuli iqneba
mxolod im SemTxvevaSi, rodesac is momxmarebels imas aZlevs, rac
mas surs. Pproduqcia gayiduli ver iqneba, Tu is momxmareblis
standartebs ar Seesabameba, an masze miuRebeli fasia dadebuli.
biznessa da momxmarebels Soris urTierTobebis sistema
warmatebiT imuSavebs ori pirobis Sesrulebis SemTxvevaSi:
_ Tu momxmarebeli sakmarisad adekvatur da zust informacias
Rebulobs produqciis Sesaxeb, imisaTvis, raTa miiRos
dasabuTebuli gadawyvetileba;
_ Tu momxmarebeli Tavisufalia misTvis sasurveli nivTis
arCevanSi.
am urTierTobebis sistemaSi erT-erTi ZiriTadi problemaa _
produqciis usafrTxoeba da misi maxasiaTeblebis, miznis funqciisa
da misi Seqmnis daniSnulebis urTierTSesabamisoba. Aam SemTxvevaSi
deontikuri da utilitaristuli eTikis moT-xovnebi erTmaneTs
emTxveva: Tavi aaride mavneblobas, mouf-rTxildi momxmareblis
sicocxles, janmrTelobas da keTildReobas.
korporaciebma Tavisi produqciis usafrTxoeba unda
uzrunvelyon, gaaumjobeson produqciis garegnuli ieris xarisxis
kontrolis standartebi, misi muSa maxasiaTeblebi, agreTve,
produqciis warmoebis procesis kontroli, misi damzadebis
teqnologiis dacva. rogorc praqtika gviCvenebs, sabazro sistemaSi,
rodesac urTierTobaSi erTvebian mwarmoebeli, gamyidveli
(Suamavali) da momxmarebeli, momxma-reblis interesebis dacva
sakmaod rTulia. Mmisi ganxorci-eleba SesaZlebelia im
SemTxvevebSi, rodesac mwarmoebeli an gamyidveli ar ufrTxildeba
Tavisi firmis reputacias da momxmarebels sTavazobs uxarisxo
saqonels, romelic ar asrulebs Tavis daniSnulebas, an gasuli
aqvs saeqspluatacio vada. Tumca, zogadad xarisxiani produqciis
warmoebisas, mwarmoebeli ufro xSirad amjobinebs gaCumebas Tavisi
produqciis konstruqciis potenciur safrTxeze an SesaZlebel
xifaTze, romelmac SeiZleba Tavi iCinos misi eqspluataciis
procesSi. informacias amis Sesaxeb momxmarebeli miiRebs mxolod
mas Semdeg, rac ubeduri SemTxveva ukve moxdeba.
Aam SemTxvevaSi didia TviT moqalaqeTa da momxmarebelTa
sazogadoebebis roli maT mier produqciis xarisxisa da
usafrTxoebis Semowmebasa da sazogadoebis farTo fenebamde
informaciis mitanaSi.Aase, magaliTad, kompania “xasbro”, romelic
realizebas ukeTebda bavSvebisTvis saxifaTo samxedro saTamaSoebs,
sazogadoebis zewolis Sedegad iZulebuli gaxda Seewyvita maTi
warmoeba.
Tanamedrove msoflioSi farTo gaqaneba hpova momxmare-belTa
moZraobam Tavisi uflebebis dacvaSi. ganviTarebuli sabazro
ekonomikis qveynebSi sxvadasxva momxmarebeli bazarze gamodis ara
gancalkevebulad da izolirebulad, aramed rogorc organizebuli
masa. Aam moZraobis mier gamoyenebuli meTodebi da meqanizmebi
sxvadasxvagvaria: sxvadasxva saxis Jurnalebis gamocema, reklama,
momxmarebelTa konsultaciis Catareba, saqonlis damoukidebeli
eqspertiza, sarCelis Setana uxarisxo saqonelze da momsaxurebaze.
Aam sazogadoebrivi moZraobis zewoliT umravles saxelmwifoebSi
miRebulia specialuri kanonebi momxmarebelTa uflebebis dacvis
Sesaxeb. Ddamkvidrebuli praqtikis safuZvelze gaeros generalurma
asambleam 1985 wels SeimuSava momxmarebelTa uflebebis dacvis
saxelmZRvanelo principebi:
_ xeli Seuwyos qveynebs mewarmeobis mavne saqmian praqtikasTan
brZolaSi erovnul da saerTaSoriso doneze, rac uaryofiTad
aisaxeba momxmarebelze;
_ waaxalisos sabazro pirobebis Seqmna, romelic sTava-zobs
momxmarebels did arCevans SedarebiT dabali fasebis pirobebSi;
_ waaxalisos imaTi qcevis eTikuri normebis maRali done, vinc
dakavSirebulia saqonlisa da momsaxurebis warmoebasTan da
ganawilebasTan.
Ppirvelad momxmarebelTa uflebebi Camoyalibebul iqna 1961
wels aSS-Si. 1970 ww-Si momxmarebelTa moZraobis ganviTa-rebis
gamocdilebam xeli Seuwyo momxmarebelTa gafarToebuli
uflebebis Seqmnas (“momxmarebelTa Svidi ufleba”):
1. ufleba amoirCios saqoneli Tavisi ZiriTadi moTxov-
nilebebis dasakmayofileblad konkurentul fasebSi sakmarisad
mravalgvari miwodebis da momxmarebelze raime monopoluri
zemoqmedebis SezRudvis pirobebSi;
2. ufleba saqonlis usafrTxoebasa da maTi funqcionirebis
zust Sesabamisobaze gamyidvelis (mwarmoeblis) SemoTava-zebasTan;
3. ufleba saqonlis yvelaze mniSvnelovan Tvisebebze, gayidvis
xerxebze, garantiebze da a.S. informirebulobaze, romelic
myidvels exmareba gonivruli arCevani gaakeTos an miiRos
gadawyvetileba;
4. uxarisxo produqciisgan dacvisa da maT gamoyenebasTan
dakavSirebuli zaralis anazRaurebis ufleba;
5. ufleba iyos mosmenili da mxardaWera miiRos Tavisi
interesebis dacvisas saxelmwifo da sazogadoebrivi organiza-
ciebisagan;
6. ufleba samomxmareblo ganaTlebis, yovelmxrivi codnisa da
Cvevebis miRebaze, romelic momxmarebels uiolebs gadawyvetilebis
miRebas;
7. ufleba janmrTel garemoze, romelic ar uqmnis safrT-xes
axlandeli da momavali Taobis Rirseul da janmrTel cxovrebas.
momxmarebelTa ZiriTadi uflebebis dacvaSi didi roli eniWeba
saxelmwifosac. igi unda srulyofdes kanonmdeblobas
momxmarebelTa interesebis dacvis mizniT, agreTve unda
axorcielebdes maTi Sesrulebis kontrols specialuri komisiebisa
da administraciis daxmarebiT. ase magaliTad, aSS-Si did rols
TamaSobs moxmarebis produqtebis usafrTxoebis komisia,
federaluri savaWro komisia, kvebis produqtebisa da wamlebis
saqmeTa administracia da a.S. produqtebis usafrT-xoebis komisias
ara marto nebismieri saqonlis, aramed maTi damzadebis
operaciebisa da usafrTxoebis dadgenis procedurebis Semowmebis
ufleba aqvs.
 garda amisa, aucilebelia aRvniSnoT, rom produqciis
usafrTxoebisa da xarisxis problemas kidev erTi aspeqti aqvs _
firmebis mier konkurentunariani, xarisxiani saqonlis gamoSvebaze
damokidebulia qveynis prestiJi msoflio bazarze. mTavroba
“saukeTesoebs saukeTesoTa Soris” aniWebs specia-lur jildoebs.
ase magaliTad, aSS-Si es aris produqciis eqsportSi miRweuli
warmatebisTvis dawesebuli prezidentis jildoebi “E” da “E-star”.
sxva aranakleb mniSvnelovani problemaa _ moraluri normebis
problema reklamaSi. reklama Zalian mniSvnelovania firmebs Soris
Sejibrebis da potenciuri myidvelis moTxovnebis formirebis
procesSi. reklamis erT-erTi mizani momxmareblisTvis produqciis
Tvisebebisa da daniSnulebis Sesaxeb zusti informaciis miwodeba
unda iyos. aq warmoiqmneba am informaciis “realurobis”, sizustis
problema, gazviade-buli, “gaberili” reklamis problema. rodesac
momxmarebels saqme aqvs “qolgeiTi _ nomer pirveli kbilis pasta
msoflioSi” da sxva msgavsi tipis reklamasTan, igi mas
sityvasityviT ar aRiqvams. es aris fsevdosimarTle, mtkiceba,
romelsac sinamdvilesTan absoluturi Sesabamisoba ara aqvs
miznad, ar moiTxovs mtkicebulebas, usityvo rwmenas. erTi SexedviT
uvnebeli gazviadeba iwvevs moraluri problemebis warmoqmnas.
momxmarebeli zust informacias ver iRebs da Sedegad, Tavisufali,
safuZvliani, gonivruli arCevanis gakeTebis saSualeba ara aqvs.
korporaciis moraluri valia simarTle Tqvas reklamaSi
Tavisi produqciis Sesaxeb, momxmarebeli ar Seiyvanos SecdomaSi
misi dadebiTi mxareebis gazviadebiT, ar gaukeTos reklama
uxarisxo da saxifaTo produqcias.
deontikuri eTika warmogvidgens reklamasTan dakavSirebul
kidev erT mniSvnelovan moralur problemas _ momxmareblis
manipulirebis problemas. momxmarebeli ganixileba, rogorc
mogebis momtani instrumenti, rogorc saSualeba da ara mizani,
amasTan, pativs ar scemen mis interesebs. Ggarda amisa, amgvarad
moixmareba sinamdvileSi arsebiTi kerZo sikeTeebi, da ganze rCeba
namdvili sazogadoebrivi sikeTeebi, romelTa reklami-rebac ar
xdeba.
Aaucilebelia aRiniSnos, rom korporaciisa da momxmareb-lis
urTierTobaTa sistemaSi sruliad gansakuTrebuli ele-menti
arsebobs. Tanamedrove pirobebSi arseboben korporaciebi, romelTa
saqmianobac Tavidanve mimarTulia sazogadoebis keTildReobisken,
misi saWiroebebis dakmayofilebisken, iseTebi, rogoricaa,
magaliTad, saavadmyofoebi an universitetebi. Awarmoadgenen ra
sabazro ekonomikis subieqtebs, aqedan gamomdinare yvela
uflebebiTa da movaleobebiT, maT unda ganaxorcielon udanakargo,
momgebis momtani saqmianoba, miuxedavad amisa, maTi ZiriTadi
amocanaa ara mogebis miReba, aramed sazogadoebis daxmareba da
sazogadoebis moTxovnebis ukeT dakmayofilebisaken miRebuli
mogebis miznobrivi mimarTva.
korporaciebi da investorebi. garda sxva movaleobebisa,
kompanias unda axsovdes investorebis winaSe Tavisi pasuxis-
mgeblobis Sesaxeb. investorebis motyuebis mravali xerxidan
ZiriTadi nawili iyofa or kategoriad: investiciebiT manipu-lireba
da mogebis an aqtivebis upatiosno gamoyeneba, romelsac mivyevarT
investorTa kanonieri Semosavlis Semcirebamde.
mTels msoflioSi yovelwliurad aTi aTasobiT adamiani xdeba
investiciebiT manipulirebis msxverpli. specialistebis
gaangariSebebiT, maRali mogebis dapirebebiT cdunebuli adamianebi
yovelwliurad abandeben 1 mlrd-ze met dolars ararsebul
navTobgadamuSavebaze, grandiozul gaberil proeq-tebSi da a.S.
investiciebTan dakavSirebuli yvelaze cnobili TaRliToba
atarebs saxelwodebas “poncis afiora”. saqme isaa, rom pirveli
investorebi Rebuloben Tanxas ufro gviani investorebisgan.
cnobilia “MMM”-Tan dakavSirebuli istoria, romelic swored
aseTi saxis TaRliTobaa.
kompaniis xelmZRvanelobas SeuZlia agreTve borotad
gamoiyenos investiciebi, Tu Semosavalsa da resursebs piradi
gamdidrebisTvis gamoiyenebs. menejerebi fulis iribi miRebis
mraval gzas iyeneben, romelic sinamdvileSi aqcionerebs ekuTvnis.
Yyvelaze ufro xSirad gamoyenebadi meTodia xarjeb-Tan
dakavSirebuli TaRliTuri operaciebi. sxva sazogadod miRebuli
xerxia angariSis gazrda, momwodebelTan gazrdili fasisa da
namdvil fass Soris sxvaobis Semdgomi ganawilebiT. da bolos,
arsebobs konkurentisadmi kompaniis saidumlos miyidvis praqtika an
firmis Sida informaciis gamoyeneba safondo birJaze TamaSisaTvis.
ukanasknel wlebSi ucxour presaSi xSirad Cndeba Setyo-
binebebi “Sida” informaciiT vaWrobis Sesaxeb, anu kompaniis
TanamSromlis mier Tavisi samsaxurebrivi mdgomareobis dam-
saxurebiT miRebuli informaciis safuZvelze aqciebze fasebis
meryeobiT mogebis miReba. davuSvaT, Tqven muSaobT buRaltrad
msxvil kompaniaSi da iciT, rom kompania apirebs aqcionerebs
acnobos moulodneli mniSvnelovani danakargebis Sesaxeb. aseT
SemTxvevaSi Tqven SegiZliaT Tavi daicvaT, Tu gayidiT sakuTar
aqciebs manam, sanam axal ambavs yvela gaigebs. bunebrivia, amis
Sesaxeb SeiZleba veravin gaigos. magram swori iqneba Tu ara Tqveni
saqcieli eTikuri TvalsazrisiT? ifiqreT im adamia-nebze,
romlebic iyidian Tqvens aqciebs, ra Tqma unda, maT araferi ician
aqciebis fasebis mosalodneli dacemis Sesaxeb. faqtiurad Tqven
atyuebT maT. garda amisa, mogebis miReba patiosani saqcieli iqneba
Tu ara, maSin rodesac sxva aqciaTa mflobelebi, romlebic
warmoadgenen kompaniis realur mflo-belebs, magram yoveldRiur
mmarTvelobaSi ar monawileoben, aseT SesaZleblobas moklebulni
iqnebian.
korporaciebi da lokaluri gaerTianebebi. am moraluri
urTierTobebis specifika mdgomareobs maT calmxrivobaSi.
korporacia unda zrunavdes lokaluri gaerTianebis ekonomi-kur
stabilurobaze, ganaviTaros adgilobrivi infrastruq-tura, xeli
Seuwyos samuSao adgilebis gazrdas, ar daxuros is sawarmoebi,
romlebzec damokidebulia am gaerTianebis keTildReoba.
korporaciebs aseve awevT “filantropiis moraluri vali”,
romelic mdgomareobs, rogorc gansazRvruli lokaluri
gaerTianebisaTvis mniSvnelovani aramomgebiani sawarmoebis
mxardaWeraSi, ise regionebis kulturul socia-lur ganviTarebaSi.
korporaciebi adgilobriv proeqtebSi unda monawileobdnen, unda
waaxalison sxvadasxva sazogadoebrivi komisiebis muSaoba da
Tvalyuri adevnon im gavlenas, romelsac kompania axdens am
regionSi mcxovreb adamianebze. garda amisa, biznesis daxmarebis
gareSe ver iarsebeben ganaTlebasTan, samedicino daxmarebasTan da
a.S. dakavSirebuli adgilobrivi socialuri programebi.
korporaciebsa da garemos Soris urTierToba . kacobriobis
damokidebuleba garemosTan, anu e.w. ekologiuri problema,
Tanamedroveobis erT-erT yvelaze mwvave problemas warmoad-gens.
Aadamianis aqtiuri gardamqmneli saqmianobis Sedegad hae-ris,
niadagisa da wylis dabinZurebam, cxovelTa da mcenareTa
saxeobebis ganadgurebam XX saukunis meore naxevarSi SemaSfo-
Tebeli zomebi miiRo. planetaze ekologiuri situaciis cvlilebam
biznessa da mewarmeobaze urTierTsawinaaRmdego zemoqmedeba
moaxdina. erTis mxriv, warmoiqmna kapitalis dabandebis axali da
farTo sfero:
_ warmoebis sxvadasxva dargisTvis unarCeno teqnologiisa da
gamwmendi mowyobilobebis Seqmna da gamoSveba;
_ sawarmoo da sayofacxovrebo narCenebis utilizaciisTvis
teqnologiis Seqmna da mowyobilobebis gamoSveba;
_ ekologiurad sufTa sakvebisa da sasmeli wylis warmoeba;
_ ekologiurad sufTa raionebSi dasaxlebebis Seqmna da
industriis ganviTareba;
_ bunebis dacvis RonisZiebebis dafinanseba da sxva.
Mmeores mxriv, bevri biznesmeni da mewarme iseT mdgomareobaSi
aRmoCnda, rodesac maT unda:
_ gadaixadon mniSvnelovani Tanxebi jarimebis saxiT garemos
dabinZurebisa da bunebisTvis ekologiuri zaralis miyenebis gamo,
Tu es dadgindeba Sesabamisi saxelmwifo organoebis an
sazogadoebrivi organizaciebis mier;
_ gaiTvaliswinon TavianT strategiul da taqtikur
saqmianobaSi qveynis kanonmdebloba garemos dacvis Sesaxeb,
romelsac aqvs bunebis dacvis sferoSi Tavisi normebis gamkacrebis
tendencia;
_ Seqmnas Tavisi kompaniisa da Tavisi produqciis mim-zidveli
“ekologiuri imiji” sazogadoebriobisa da saxelmwi-fo garemos
dacvis organoebis TvalSi;
_ iTanamSromlon saxelmwifo samsaxurebTan, adgilobrivi
TviTmmarTvelobis warmomadgenlebTan, profkavSirul da
sazogadoebriv organizaciebTan garemos dacvis saqmeSi;
_ SeimuSaon racionaluri strategia bunebiT sargeblobis
sferoSi, regionis an qveynis ekologiuri situaciis gaTvalis-
winebiT, sadac xorcieldeba firmis an korporaciis saqmianoba,
raTa is ufro efeqturi da socialurad misaRebi gaxadon.
amrigad, Tanamedrove pirobebSi, strategiuli gadawyveti-
lebebis dasabuTebis, xangrZlivi orientirebisa da sawarmos
ganviTarebis gegmis SemuSavebis, socialur-ekologiur sferoSi
kompaniisa da sazogadoebis interesebs Soris kompromisis Ziebis
dros korporaciis an firmis ekologiuri politika mniSvnelovani
komponenti xdeba.
ra Tqma unda, biznesis realuri praqtika iseTia, rom bevri
firma ekologiuri problemebis “gadawyvetas” moraluri da
iuridiuli normebis darRveviT cdilobs. Mmavne nivTierebebis
warmoebis Sedegebis Sesaxeb WeSmariti informaciis dafarva,
garemos dacvis kanonmdeblobis dacvaze pasuxismgebel CinovnikTa
mosyidva _ ai, am sferoSi yvelaze gavrcelebuli darRvevis
meTodebi. Tumca, ar Rirs daviviwyoT, rom saxelmwifo organoebisa
da sazogadoebriobis motyuebiT, biznesmenebi sakuTar Tavsac
atyueben. Cven yvelani vsunTqavT erTi haeriT da vcxovrobT erT
did saxlSi, romlis saxelicaa planeta dedamiwa. ekologiuri
problema Zalian seriozulia imisTvis, raTa ugulebelvyoT is da
ar vifiqroT sakuTari bavSvebis momavalze.
socialuri umciresobebi. saqmiani cxovrebis gansakuTre-buli
problemaa socialur umciresobaTa problemebi. dasav-leTSi cneba
“umciresoba” ufro farTo xasiaTs atarebs. maT miekuTvnebaT
adamianTa didi jgufebi, romlebic gaerTiane-bulni arian rasis,
riligiuri, asakobrivi an sqesobrivi niSnebiT da romlebic
istoriuli, kulturuli an sxva tradiciebis ZaliT adre an aqamde
kmayofildebodnen Tavisi samoqalaqo, politikuri an ekonomikuri
(magaliTad, samsaxurSi miRebis an garkveuli Tanamdebobis
dakavebis dros) uflebebiT.
aSS-Si ukanaskneli 30 wlis ganmavlobaSi mimdinareobda mZafri
diskusiebi imaT Soris, vinc miiswrafoda umciresobis-Tvis
ekonomikur kibeze asasvlelad damxmare specialuri programebis
SemuSavebisken, da imaT Soris, vinc amjobinebda am sferoSi
saxelmwifos Carevis minimumamde dayvanas. Ppirvelebi mxars uWeren
e.w. mxardaWeris politikas, rac niSnavs firmebis mier
umciresobaTa warmomadgenlebis daqiravebas da dawinau-rebas
samsaxurSi, romelic efuZneba arsebuli SromiTi resur-sebisa da
vakanturi samuSao adgilebis analizs. aseTi politi-kis momxreebi
Tvlian, rom Tanabari SesaZleblobebi SeiZleba Seiqmnas didi
warmatebiT, Tu SevTavazebT gansakuTrebul SeRavaTebs moqalaqeTa
im kategorias, romlebic araxelsayrel garemoSi imyofebian. isini
amtkiceben, rom umciresobebs unda mivaniWoT upiratesoba, raTa
movaxdinoT xangrZlivi diskrimi-naciis kompensireba.
aseTi Carevis mowinaaRmdegeni (iqneba es erTi firmis Tu
mTlianad saxelmwifos doneze), Tvlian, rom saWiroa TiTo-euli
adamianis Sefaseba misi profesiuli Tvisebebis mixedviT,
miuxedavad sqesisa, rasis an erovnuli kuTvnilebisa, reli-giuri
mrwamsisa an asakisa. isini amtkiceben, rom umciresobe-bisTvis
gansakuTrebuli SesaZleblobebis SeTavazeba migviyvans ormagi
standartebis damkvidrebamde, xolo es gamoiwvevs sxva muSebis
uflebaTa Selaxvas da kompanias iZulebuls gaxdis, samuSaoze
daqiravebisa da samsaxurebrivi dawinaurebisas ara mxolod
biznesinteresebiT, aramed sxva, saqmesTan daukavSire-beli
mosazrebebiT ixelmZRvanelos. mxardaWeris politikis kritikosebi
Tvlian, rom araxelsayrel pirobebSi myof moqalaqeTa daxmarebis
yvelaze saukeTeso saSualebaa _ ekonomikuri zrdis stimulireba,
rac yvela problemis gadawyvetaSi dagvexmareba.
miuxedavad imisa, rom amerikul sazogadoebaSi aqamde ar
Camoyalibebula erTiani azri am sakiTxebis Sesaxeb, mainc
miRweulia konsesusi mocemuli problemis ZiriTad sakiTxebze. A
damqiravebelTa dasaSvebi da ardasaSvebi qmedebebis mokle
mimoxilva aseTia:
_ umciresobaTa mxardaWeris nebayoflobiTi zomebi. Kkompaniebs
SeuZliaT nebayoflobiT ganaxorcielon socialuri umciresobebis
kvalificiuri warmomadgenlebis daqiravebisa da samsaxurebrivi
dawinaurebis programebi, raTa TavianT Tanam-SromelTa Soris
disbalansis koreqtireba moaxdinon, im SemTxvevaSic ki, Tu
araviTari diskriminaciis SemTxvevebi ar yofila warsulSi;
_ umciresobaTa mxardaWeris aucilebeli zomebi. Ffedera-lur
sasamarTloebs SeuZliaT kompaniebs daavalon umcireso-baTa
mxardaWeris programis ganxorcieleba im SemTxvevebSi, rodesac
damqiraveblebi emxrobian umciresobaTa mimarT naTlad
diskriminaciul praqtikas da uars amboben masSi koreqciis
Setanaze;
_kvotebi. gansakuTrebul SemTxvevebSi, rodesac kompaniebi
aSkarad axdenen umciresobaTa diskriminacias, federalur
sasamarTlos SeuZlia SemoiRos mkacri kvotebi umciresobaTa
warmomadgenlebis daqiravebisa da samsaxurebrivi dawinaurebis
saqmeSi. amasTan, nebayoflobiTi kvotebi iuridiuli Tvalsaz-risiT
iwveven eWvebs;
_ daTxovna. kompaniebs ara aqvT ufleba daiTxovon muSaobis
didi staJis mqone TeTrkaniani mamakacebi mxolod imitom, rom
uzrunvelyon samuSaoTi naklebi SromiTi staJis mqone
umciresobaTa warmomadgenlebi.
 korporaciuli socialuri pasuxismgebloba

biznesis socialuri pasuxismgeblobis koncefciis evolucia .

iuridiuli pasuxismgeblobisagan gansxvavebiT korporaciuli socialuri
pasuxismgebloba gulisxmobs organizaciis mxridan socialur
problemebze nebayoflobiTi gamoxmaurebis garkveul dones. am
gamoxmaurebas adgili aqvs imis mimarT, Tu ra devs moTxovnebis gareT,
romlebic gansazRvrulia kanoniT an maregulirebeli organoebis mier, an
am moTxovnilebis zeviT.
socialuri pasuxismgeblobis gamovlinebas miekuTvneba qvelmoqmedeba;
korporaciebis mier socialuri programebis ganviTareba, romelic
mimarTulia adgilobrivi sazogadoebis mxardaWerisaTvis; damatebiTi (e.i.
kanoniT gansazRvrulis zemoT) informaciis miwodeba dainteresebuli
pirebisaTvis kampaniis produqciis Sesaxeb; Tavisi produqciis warmoebidan
da moxmarebidan nebayoflobiTi moxsna Tu igi SesaZlo safrTxes uqmnis
momxmarebels da a.S.
amerikeli istorikosi e. leiton-umcrosi "biznesis socialuri
pasuxismgeblobis" koncefciis Casaxvas XIX s-nis bolos da XX saukunis
dasawyiss miakuTvnebs. Tavdapirveli gavrceleba man amerikeli inJinrebis
garemoSi hpova, romlebic Tavisi profesiis socialuri prestiJis
amaRlebis gzas xedavdnen "socialuri pasuxismgeblobis didi grZnobis"
demonstrirebaSi. raRac drois Semdeg, miTiTebuli koncefcia daukavSirda
bizness. 1920 ww. amerikul saqmian wreebSi didi gavrceleba hpova
"msaxurebis" koncefciam, romlis Tanaxmadac firmebs, garda "fulis
keTebisa", sxva miznebic unda hqondeT. am miznebis gamo moRvaweoba,
romelsac mogebasTan ar hqonda kavSiri, gaerTianda erT cnebasTan _
"msaxureba".
"msaxurebis" koncefcia ar aRmoCnda xangrZlivi (rogorc arasakmarisi
garkveulobisa da damuSavebulobis, iseve 1920 ww. arsebuli rTuli
ekonomikuri mdgomareobis gamo) da TandaTan dakarga Tavisi popularoba
saqmian wreebSi. 1930-1940 ww. mis nacvlad "socialuri pasuxismgeblobis"
koncefcia gamoCnda, romelsac jer, upiratesad Teoriuli xasiaTi hqonda,
xolo meore msoflio omis Semdeg gavrcelda saqmian wreebSic.
korporaciis socialuri pasuxismgeblobisadmi Tanamedrove midgomas
amerikeli ekonomistis, g.bouenis 1953 wels gamoqveynebulma wignma
"biznesmenis socialuri pasuxismgeb-loba" daudo safuZveli. man
socialuri pasuxismgeblobis doqtrina Camoayaliba, sadac is xazs usvams
biznesmenTa pasuxismgeblobas, gaataros is politika, miiRos is
gadawyvetilebebi da misdios moRvaweobis im mimarTulebebs, romlebic
sasurvelia Cveni sazogadoebis miznebisa da faseulobebis kuTxiT.
eTikuri gadawyvetilebis miRebisas korporaciuli socialuri
pasuxismgebloba warmoadgens makro- da mikrodoneebs Soris
damakavSirebel xids. ekonomikis TeoriaSi miRebulia firmis doneze
gadawyvetilebebis mikuTvneba mikrodonisTvis (mikroekonomika), magram
biznesis eTikaSi savsebiT dasabuTebulia maTi ganxilva raRac Sualedur
doneze. es dakavSirebulia imasTan, rom, rogorc wesi, korporaciuli
socialuri pasuxismgeblobis ganviTarebasa da mxardaWeraSi mniSvnelovan
rols saxelmwifo TamaSobs (imaze damokidebulebiT, Tu rogor gesmiT
Tqven korporaciuli socialuri eTika). da piriqiT, socialur
problemebTan dakavSirebulma firmis gadawyvetilebebma SeiZleba,
garkveul SemTxvevebSi, gavlena moaxdinos saxelmwifo politikaze. ufro
metic, socialuri pasuxismgeblobis sferoSi xSirad gvxvdeba e.w.
"demonstraciuli efeqti". sxva sityvebiT, romelime firma moqmedebs
imdenad Rirseulad, rom hqmnis garkveul eTikur tendencias, romelsac
sxvebi baZaven. ase, magaliTad firma "jonson da jonsonma" elviseburi
reagireba moaxdina CikagoSi Tavisi erT-erTi samedicino preparatiT
"tilenolomiT" mowamvlis faqtze da akrZala misi gamoyeneba qveynis
masStabiT. aman xeli Seuwyo sxva farmacevtul kompaniebSi produqciis
gamoSvebaze pasuxismgeblobis donis amaRlebas. aqedan gamomdinare,
samarTlianad migvaCnia eTikuri gadawyvetilebebis miRebis dros
korporaciuli socialuri pasuxismgebloba ganvixiloT, rogorc
Taviseburi xidi makro- da mikro doneebs Soris.
biznesis eTikaSi erT-erTi yvelaze sakamaTo sakiTxia _ korporaciebi
moralurad pasuxismgebeli subieqtebi arian Tu ara. sxva sityvebiT,
biznesi unda iswrafodes Tu ara sxva raime miznisaken, garda mogebis
maqsimizaciisa. mas aqvs Tu ara sazogadoebis winaSe valdebulebebi,
rogoricaa, magaliTad, dasaqmebis uzrunvelyofa, diskriminaciis aRkveTa,
garemos dacva da a.S. specialur literaturaSi am problemas uwodeben
korporaciul socialur problemas.
iuridiulisgan gansxvavebiT, socialuri pasuxismgebloba socialur
problemebze organizaciis mxridan garkveul nebayoflobiT reagirebas
gulisxmobs. am reagirebas adgili aqvs kanonis an maregulirebeli
organoebis mier gansazRvruli moTxovnebis gareT. socialurad
pasuxismgebluri qmedebebis gamovlinebaa: qvelmoqmedeba, adgilobrivi
sazogadoebis mxardasaWerad korporaciebis mier socialuri programebis
ganviTareba, kompaniis produqciis Sesaxeb dainteresebul pirTa
damatebiTi (e.i. kanoniT gaTvaliswinebulis garda) informirebuloba,
momxmareblisTvis SesaZlebeli safrTxis SemTxvevaSi kompaniis mier
gayidvidan Tavisi produqciis nebayoflobiTi amoReba da sxva.
1984 wlis 18 ivliss, amerika-meqsikis sazRvarTan ganlagebul meqsikur
qalaq san-isidroSi, "makdonaldsis" erT-erT restoranSi SeiWra
SeiaraRebuli adamiani. man cecxli gauxsna klientebs, personalsa da
SemTxveviT gamvlelebs. sanam mis gauvnebelyofas moaxerxebdnen, damnaSavem
SesZlo 21 adamianis daxvreta.
korporacia "makdonaldsma" dauyovneblivi reagireba moax-dina am
gansakuTrebul SemTxvevaze. ramdenime dRis ganmavlo-baSi Sewyda
sareklamo kampania. korporaciam tragediis msxverplTa fondSi Seitana 1
mln dolari. misi umaRlesi xelmZRvaneloba Cafrinda san-isidroSi da
piradad daeswro daRupulTa dakrZalvas. gadawyda konkretulad am
restornis daxurva da misi teritoriis qalaqisTvis sruliad usasyidlod
gadacema. ramdenime xanSi am adgilze gaCnda parki.
korporacia "makdonaldsis" socialurad pasuxismgeblurma qmedebam
mniSvnelovnad aamaRla misi imiji da iqamde miiyvana, rom misi saxeli aRar
asocirdeboda meqsikis tragediasTan, xolo TviTon kompania gadaiqca
rTul situaciaSi eTikuri qmedebis nimuSad.
kolumbiis universitetma (aSS) daawesa premia socialurad
pasuxismgebluri qcevis sferoSi miRwevebisaTvis, romelic gadaecemoda
firmebs. am sapatio jildos mflobelTa Sorisaa: firma "levi strausi" _'
tansacmlis umsxvilesi mwarmoebeli msoflioSi. mTel msoflioSi mis 140
sawarmoSi Sromobs 44000 adamiani. Tavisi Semosavlis 2,4 %-s firma
gamoyofs filanTropuli1 miznebisTvis. am Tanxis mniSvnelovani nawili
midis socialur programebze im adgilebSi, sadac firma eweva Tavis
saqmianobas. magaliTad, im organizaciis Seqmna, romelic daxmarebas uwevs
espanurenovan amerikelebs niu-meqsikos StatSi; argentinaSi obolTa
TavSesafris gaxsna; wylis Wabur-Rilebis burRva da saqaCebis miwodeba
filipinelebis meTev-zeTa sofelSi, mcxovrebTa sasmeli wyliT
uzrunvelyofis mizniT; samedicino daxmarebis moxalise razmebis, agreTve
mTel rig qalaqebSi sazogadoebrivi klinikebis Seqmna.
diskusia socialuri pasuxismgeblobis Sesaxeb. sazogadoebaSi
biznesis rolis Sesaxeb kamaTma warmoSva korpo-raciis socialurad
pasuxismgebluri qcevebis mravalricxovani momxre da sawinaaRmdego
argumentebi. ganvixiloT mxareebis SesaZlo poziciebi.
socialuri pasuxismgeblobis sasargeblo argumentebi.
1. biznesisTvis sasikeTo xangrZlivi perspeqtivebi. sawar-mos
socialuri qmedeba, romelic adgilobrivi sazoga-doebis cxovrebas
aumjobesebs an saxelmwifo reguli-rebis aucileblobas
aRmofxvris, SeiZleba sasikeTo iyos TviT sawarmosTvis, im
sargeblis gamo, romelsac uzrunvelyofs sazogadoebis cxovrebaSi
monawileoba. socialuri TvalsazrisiT ufro xelsayrel
sazogadoe-baSi biznesisTvisac xelsayreli pirobebia. garda amisa,
Tundac im SemTxvevaSi, rodesac socialuri qmedebebiT
ganpirobebuli moklevadiani xarjebi maRalia, xangrZliv
perspeqtivaSi maT SeiZleba stimuli miscen mogebis miRebas,
radganac momxmareblis, momwodeblis da adgilobrivi sazogadoebis
TvalSi sawarmos uyalibdeba ufro mimzidveli saxe.
2. farTo publikis moTxovnebisa da molodinebis cvli-leba.
biznesTan dakavSirebuli socialuri molodinebi Seicvala 60-ian
wlebSi. axal molodinebsa da sawarmos realur qmedebebs Soris
gansxvavebis Sesamcireblad, maTi CarTuloba socialuri
problemebis gadawyvetaSi xdeba mosalodnelic da aucilebelic.

1filanTropia (berZn. philantropia) - qvelmoqmedeba, mowyaleba, kacTmoyvareoba. ix. ucxo

sityvaTa leqsikoni. Tb. 1989. gv. 524.
3. socialuri problemebis gadawyvetaSi daxmarebis aRmo-saCeni
resursebis arseboba. imdenad, ramdenadac biznesi flobs
mniSvnelovan adamianur da finansur resursebs, man unda gaiRos
misi nawili socialuri saWiroebi-saTvis.
4. socialurad pasuxismgebluri qcevis moraluri valdebu-leba.
sawarmo sazogadoebis wevria, amitomac mis qmede-bebsac unda
marTavdes moralis normebi. sazogadoebis individualuri wevris
msgavsad, unda moqmedebdes socialurad pasuxismgeblurad da xeli
Seuwyos sazogadoebis moraluri safuZvlebis gamyarebas. ufro
metic, ramdenadac kanons ar SeuZlia moicvas cxovrebis yvela
SemTxveva, sawarmoebi pasuxismgeblurad unda moqmedebdnen, raTa
mxari dauWiron sazogadoebas, rome-lic damyarebulia
mowesrigebulobasa da kanonierebaze.
socialuri pasuxismgeblobis sawinaaRmdego argumentebi.
1. mogebis maqsimizaciis principis darRveva. socialur saWiroebebze
resursebis gansazRvruli nawilis mimarTva amcirebs mogebis
maqsimizaciis principis gavlenas. sawarmo yuradRebas mxolod
ekonomikur interesebze amaxvilebs da socialur problemebs
utovebs saxelmwifo dawesebulebebsa da samsaxurebs,
saqvelmoqmedo institutebsa da saganmanaTleblo organizaciebs.
2. socialur saWiroebebze gaweuli xarjebi. sawarmos-Tvis
socialuri saWiroebebisadmi mimarTuli saxsrebi warmoadgens
danaxarjs, romelic sabolood momxmare-belze aisaxeba fasebis
momatebis saxiT.
3. farTo publikisadmi angariSianobis arasakmarisi done.
ramdenadac mmarTvelebs ar irCeven, isini angariSvaldebulni ar
arian farTo sazogadoebis winaSe. sabazro sistema kargad
akontrolebs sawarmos ekonomikur maCveneblebs da cudad _ maT
socialur CarTulobas. manam, sanam sazogadoeba ar SeimuSavebs
mis mimarT sawarmos pirdapiri angariSianobis wess, ukanasknelni
monawileobas ar miiReben im socialur qmedebebSi, sadac isini
pasuxismgeblobas grZnoben.
4. socialuri problemebis gadawyvetis codnis arasakma-risoba.
 nebismieri sawarmos personali yvelaze kargadaa momzadebuli
ekonomikis, sabazro an teqnikis sferoSi saqmianobisTvis. mas
gamocdileba ara aqvs, romelic saSualebas miscems gaakeTos
mniSvnelovani Senatanebi socialuri xasiaTis problemebis
gadasaw-yvetad. sazogadoebis srulyofas xeli unda Seuwyon
Sesabamis saxelmwifo dawesebulebebsa da saqvelmoq-medo
organizaciebSi momuSave specialistebma.
ZiriTadi midgomebi. pasuxismgeblobisadmi oTxi ZiriTadi midgoma
arsebobs: 1) sabazro midgoma; 2) saxelmwifo reguli-rebis poziciidan
midgoma; 3) “korporatiuli sindisis” pozici-idan midgoma; 4)
“dainteresebuli piris” poziciidan midgoma.
ganvixiloT cal-calke.

sabazro midgoma. am midgomis qmediToba imaSi mdgomareobs, rom

saxelmwifos biurokratiuli Carevis saWiroebis aRkveTiT, is
uzrunvelyofs korporaciis saqmianobis regulirebis mza formas. sabazro
midgomis Tanaxmad, momxmarebeli yovelTvis yvelaze metad momgebian
mdgomareobaSi imyofeba iseT sazoga-doebaSi, sadac sabazro ekonomikis
pirobebSi korporaciebi mxolod mogebis gazrdis principiT
xelmZRvaneloben. es midgoma mniSvnelovan mxardaWeras poulobs zogadi
ekonomi-kuri Teoriis TvalsazrisiT, romlis mixedviTac mTavaria
momxmarebeli.
am midgomis sisuste imaSi mdgomareobs, rom is ar moicavs socialur
problemebs, romlebic warmoadgenen e.w. sabazro warumateblobis an
sabazro Sedegebis asaxvas (magaliTad, qaRaldis qarxana momwamvleli
narCenebiT abinZurebs mdinares da dasaxlebul punqtSi kiboTi daavadebis
ricxvs). Tanamed-rove industriul qveynebSi msgavsi gverdiTi movlenebis
sul ufro mzardi raodenoba gvafiqrebinebs, rom Tavisufali bazris
“uCinar da eTikur” xels SeiZleba dasWirdes daxmareba. magram vin
daexmareba? saxelmwifo? msxvili samrewvelo gaerTianebebi? korporaciis
SigniT specialuri qveganyofi-lebebi?
sabazro midgomis Tanaxmad, rogorc ki korporaciis saqmianobis
regulirebas vandobT raimes, garda bazrisa, amiT vxsniT biurokratiuli
mmarTvelobisa da ekonomikuri araefeq-turobis pandoras yuTs. amgvarad,
erTi problemis gadawyvetiT, vqmniT mraval axal problemas. magram
“Sedegebis” an Tanmdevi efeqtebis problema, ra Tqma unda patara problema
ar aris. da kidev ufro nakleb mimzidveli iqneba sabazro midgoma, Tu Cven
uars vityviT bazarze Tavisufali konkurenciis principebiT moqmedebaze
da vaRiarebT oligarqTa da monopoliaTa mxridan bazarze gavlenis
mravali formis arsebobas. magram, miuxedavad amisa, korporaciuli
socialuri pasuxismgeblobisadmi aseTma midgomam SeiZina mravali
mimdevari aSS-sa da sxva qveynebSi.

saxelmwifo regulirebis poziciidan midgoma. am midgomis momxre da

mowinaaRmdege argumentebi damokidebulia mTav-robasa da adamianis
Bbunebis Sesaxeb konkretuli adamianis warmodgenaze. am midgomis momxreTa
umravlesoba saxelmwifo struqturebs ganixilavs, rogorc saqmiani
cxovrebis samarT-lebriv meTvalyureebs, Tumca saxelmwifo regulireba
aras-drosaa srulyofili. ufro metic, is rogorc wesi, Tvlis, rom
Tavisi bunebiT, adamianebi, Cveulebriv, saWiroeben sakmaod Zlier
damaSinebel saSualebebs, raTa Tavi Seikavon codvisgan (sxvadasxva
iuridiuli meTodebiT).
am midgomis sasargeblo argumentia is, rom kanoni xSirad gamoiyeneba,
rogorc eTikuri gadawyvetilebebis miRebis safuZveli, imis miuxedavad,
rom is cudadaa morgebuli am miznebs. amis mizezi ki, albaT, moqalaqeTa
umravlesobis moraluri ganviTarebis dabali donea. adamianTa umravleso-
bisTvis, rogorc gamokvlevebi gviCveneben, gansxvaveba swor da araswor
qcevas Soris ganisazRvreba misi kanonierebis xarisxiT. am SemTxvevaSi
kanoni SeiZleba efeqturi instrumenti gaxdes eTikuri qcevis donis
asawevad. Tumca aris erTi “mag-ram”. Tu kanons eniWeba sazogadoebis
moraluri aRmzrdelis keTili roli, maSin is unda iyos “kargi” kanoni,
kargi im gagebiT, rom is unda kargad gaazrebuli, mkafiod formuli-
rebuli iyos da Tanmimdevrulad tardebodes cxovrebaSi. samwuxarod,
kanonTa umravlesoba iSviaTad akmayofileben am moTxovnaTagan Tundac
erTs. es faqtori ki mniSvnelovnad amcirebs saxelmwifo kanonis
moralur-aRmzrdelobiT rols.
 saxelmwifo regulirebis poziciidan midgomis nakli dakavSirebulia
Tanamedrove industriul saxelmwifoSi biz-nesis marTvis did
sirTulesTan. msoflios umravles qveyanaSi samoqalaqo kanonmdebloba
sicxadesa da TanmimdevrulobaSi CamorCeba sisxlis samarTals. xolo, Tu
gaviTvaliswinebT, rom sisxlis samarTlis kanonmdebloba codavs
araTanmimdevru-lobiT, maSin gasagebia biznesmenTa da specialistTa
SfoTva farTo masStabiT biznesis saqmianobis regulirebisaTvis
samoqalaqo kanonmdeblobis gamoyenebis gamo. ufro metic, Tumca
saxelmwifo uwyebebs miniWebuli aqvT mrewvlobis raime dargis saqmianobis
regulirebis amocana, xSirad isini TviTon eqcevian dargis gavlenis qveS.
es gamowveulia ramdenime faqtoriT.
jer-erTi, yoveli dargi moiTxovs specifikur midgomas mmarTvelobaSi,
da saxelmwifo struqturebs uxdebaT im eqspertTa daxmarebisTvis
mimarTva, romlebic am dargSi muSaoben. Sedegad, ar arsebobs saTanado
TviTkritika. Sesa-bamisad, TviTon dargi awesebs regulirebis wess da
marTavs sakuTar saqmianobas, saxelmwifo struqturis mxridan arc Tu ise
mkacri kontrolis qveS.
meorec, Zalian xSirad, saxelmwifo mmarTvelobisY struqturebSi
mosamsaxureebi xvdebian Sesabamisi dargidan da saxelmwifo samsaxuris
damTavrebis Semdeg isev ubrundebian dargs. aseT mosamsaxureSi
warmoiqmneba Sinagani konfliqti: erTis mxriv, mas surs Rirseulad
Seasrulos Tavisi mmarTvelobiTi movaleobebi, meores mxriv, ar SeiZleba
urTierTobis gamwvaveba dargis mmarTvelebTan, rogorc Tavis momaval
samuSaos mimcemebTan.
miuxedavad am siZneleebisa, biznesis marTvis zogierT dargSi
(gansakuTrebiT, momxmarebelTa uflebebis dacvisas) efeqturia saxelmwifo
regulirebis poziciidan midgoma. ufro metic, Cven ar viciT, ramdenad
Zlier gafuWdeba saqmeebi, Tu biznesi Tundac mcirediT ar iqneba
regulirebuli saxelm-wifos mier. naTelia, rom Cven ar SegviZlia
mTlianad uarvyoT korporaciuli socialuri pasuxismgeblobisadmi es
midgoma da arc enTuziazmiT miviRoT is.
`korporaciuli sindisis~ poziciidan midgoma. am midgomis Zala imaSi
mdgomareobs, rom misi kriteriumia korporaciis SigniT warmoSobili
moraluri pasuxismgebloba, da ara raime sxva gareSe faqtori. anu aq aris
TviTregulirebis, da ara moTxovnisa da miwodebis sabazro
uerTierTobebiT an saxelmwifo struqturebiT regulirebis,
SesaZlebloba. rogorc bazris, aseve saxelmwifos mier maRalefeqturi
qcevis stimulirebis SeuZleblobis (radganac maTi funqciebi mimar-Tulia
ufro mavne qcevis aRsakveTad) fonze, "korporaciuli sindisis" poziciidan
midgoma warmoadgens garegani reguli-rebis perspeqtiul saSualebas.
rogorc ityvian, am midgomis mamoZravebel Zalas warmoadgens
janmrTeli, eTikurad gamocdili korporaciuli kultura. am
korporaciuli kulturis faseulobebi SeiZleba dayvanili iqnes
korporaciis eTikur kodeqsamde an ubralod aisaxeba mis reputaciaze.
nebismier SemTxvevaSi, korporaciuli sindisis poziciidan midgoma
umTavresad zogadsakacobrio faseulobebs eyrdnoba, romlebsac
xelmZRvanelobac, da xelqveiTebic ufrTxildebian.
Tumca am midgomis dros warmoiqmneba mTeli rigi Teo-riuli da
praqtikuli sakiTxebi. zogierTi maTganis aRsaniS-navad qvemoT mogvyavs
rogorc mxardamWeri, ise sawinaaRmdego argumentebi, statiidan
"warmoadgens Tu ara korporacia moralurad valdebul pirs?" (avtorebi
k.gudpasteri da j. meTiuz umcrosi).
sawinaaRmdego mosazreba 1 (analogiis winaaRmdeg). korpo-racia
calkeuli piri ar aris. es aris kanoniT daSvebuli, xelovnurad Seqmnili
struqtura, meqanizmi, romelic mowode-bulia ekonomikuri investiciebis
mobilizebisaTvis, saqonlisa da momsaxurebis efeqturi warmoebis
uzrunvelsayofad. Cven ver movTxovT korporacias pasuxismgeblobas.
pasuxismgebloba SeiZleba mosTxovo mxolod calkeul pirs.
pasuxi. Cveni koordinatebis sistema arc varaudobs, rom korporacia
warmoadgens pirs, anu adamians. is ubralod gulisxmobs, rom raRac
mosazrebiT, zogierTi koncefcia da funqcia, romelic Cveulebriv
axasiaTebs adamians, SeiZleba mieweros organizaciebsac, romlebic
Sedgebian adamianebisgan. miznebi, ekonomikuri faseulobebi, strategiebi
da sxva msgavsi personaluri atributebi xSirad sasargeblod
provocirdeba menejerebisa da mkvlevarebis mier korporaciis doneze.
maSin, ratom ar SeiZleba imdagvaradve movaxdinoT sindisis funqciis
provocireba? rac Seexeba korporaciis moralur pasuxis-mgeblobas,
sisxlis samarTlis braldebebi, rogoricaa kompa-niis "ford motor"-is da
misi gazis rezervuarebis SemTxveva pintoSi, gvinergavs azrs, rom
sazogadoebisTvis es idea sruliad gasagebi da gonivrulia.
sawinaaRmdego azri 2. korporacias ar SeuZlia moraluri
movaleobebis Sesruleba mogebis sazianod. momgebianoba da finansuri
janmrTeloba yovelTvis iyo, aris da darCeba biznesis "kategoriul
imperativebad".
pasuxi. korporaciis iseve, rogorc adamianis sicocxlis ganxilvisas,
bunebrivia, Cven unda vaRiaroT "gadarCenis", stabilurobis da zrdis
imperativebis arseboba. TviTSewirva gaigivebulia moralur
valdebulebasTan mxolod yvelaze ukidures SemTxvevaSi. mogebisadmi
swrafva da angareba ar unda davupirispiroT moraluri movaleobebis
moTxovnebs. aseTi moTxovnebi ukeTesia ganvixiloT rogorc
TavSekavebuloba da ara, rogorc angarebis Secvla.
Cven sulac ar gvinda vTqvaT, rom mogebis maqsimizacia
winaaRmdegobaSi arasdros modis moralTan, Tumca, is ewinaaRmdegeba sxva
mmarTvelobasTan dakavSirebul faseulo-bebs. saWiroa imperativebis
koordinireba da ara maTi samarTlianobis uaryofa...
sawinaaRmdego azri 3. moraluri movaleobebis provoci-rebis idea
korporaciis moraluri movaleobebis struqturi-rebis karg instruments
mxolod im SemTxvevaSi warmoadgens, Tu adamianis doneze moraluri
pasuxismgeblobis Cveneuli gageba raRac gagebiT ufro mdidaria, vidre
moraluri pasuxismgeblobis gageba mTlianad organizaciis doneze. Tu
CvenTvis ar aris Setanili sicxade pirvelSi, maSin provocireba sasurvel
nayofs ar mogvitans.
pasuxi. winaaRmdegoba damajerebelia. amocana, romelsac moraluri
pasuxismgeblobis provocirebis idea svams, Cvens unarSi mdgomareobs,
adamianis moraluri pasuxismgeblobis gansaxilvelad mkafiod
ganvsazRvroT kriteriumebi an koor-dinatTa sistema. da, Tumca aseTi
amocana Znelad gadasawyvetia, es sulac ar niSnavs, rom misi gadawyveta
saerTod SeuZ-lebelia. saukuneebia rac mimdinareobs koordinatTa
sistemis Seswavla da kritika, romliTac dakavebulia mravali mecnie-reba,
maT Soris fsiqologia, sazogadoebrivi mecnierebebi da filosofia.
Secdoma iqneboda CagveTvala, rom nebismieri calke aRebuli koordinatTa
sistema (da miT umetes, gadawvetilebis miRebis meqanizmi) warmoiqmna,
rogorc swori, magram marTalia is, rom ganmeorebadi modelebi savsebiT
gasarCevadia da sakmaod kargadaa gansazRvruli msgavsi ganxilvebis
struqturirebisTvis.
sawinaaRmdego azri 4. risTvisaa saWiro moraluri movale-obebis
provocireba organizaciis doneze? korporaciis mora-luri movaleobebisa
da biznesis eTikis gansazRvris amocana sakmarisad gadawyvetili xom ar
iqneba, Tu Cven gavarkvevT biznesSi mamakacisa da qalis, rogorc calkeuli
pirebis movaleobebs? xom ar eyrdnoba eTika calkeuli adamianis
patiosnebasa da wesierebas biznesis samyaroSi?
pasuxi. diax da ara. diax, _ im azriT, rom msxvili organizaciebis
marTva sabolood menejerebis _ mamakacebis da qalebis xelSia. ara _ im
mniSvnelobiT, rom marTvis subieqts warmoadgens korporaciuli sistema
korporaciuli miznebi-saTvis. moraluri movaleobebis provocireba
organizaciaze _ es mxolod im faqtis aRiarebaa, rom mTeli metia misi
nawilebis jamze. mravali gonieri adamiani sulac ar warmoqmnis gonier
organizacias. rTul procesebSi rTuli miznebisTvis aucilebelia jamuri
inteleqtis struqturireba, organizeba, dayofa da ganmeorebiT
gaerTianeba.
menejmentis sferoSi gamokvlevebi didi xania gviCveneben, rom
organizaciis atributebi, warmatebebi da warumateblobebi _ es aris
movlena, romelic warmoiqmneba adamianTa atribu-tebis koordinaciis
Sedegad, da, rom aseTi movlenebis asaxsne-lad saWiroa analizisa da
aRweris kategoriebi, romlebic calkeuli piris dones scildeba.
moraluri pasuxismgebloba _ es aris atributi, romelic SeiZleba
gamouvlindes organiza-cias iseve ueWvelad, rogorc kompetencia an
efeqturoba.
sawinaaRmdego azri 5. xom ar aris gankuTvnili koordi-natTa
SemoTavazebuli sistema "uxilavi xelis" an "saxelmwi-fos xelis"
Sesacvlelad, an diskreditaciisaTvis ?
pasuxi. ara. zustad iseve, rogorc regulireba da ekonomi-kuri
konkurencia ar cvlis korporaciis moralur movaleo-bebs, aseve
korporaciis moraluri movaleobebi ar cvlis kanons an bazars. eTikis
imperativebi ar SeiZleba sayrdeni (da arasdros yofila) iyos gare
sanqciis konteqstis gareSe. da es erTnairad samarTliania rogorc
calkeuli pirebis, ise organizaciebisaTvis.
koordinatTa am sistemas Cven mivyevarT gare wesebisa da stimulebis
sferosTan (da ara farglebs gareT) da SevyavarT azrobriv procesebamde,
romelTa amocanaa _ korporaciis garemocvis interpretacia da reagireba.
morali – es raRac metia, vidre ubralod am garemocvis nawili. is
miiswrafis sindisis provocirebisken, da ara misi konkurenciis procesSi
an mdgomareobaSi Sesayvanad.
Tanamedrove msxvili korporaciisa da profesiuli menejeris
Tanamdevi zrda moiTxovs konceptualur CarCoebs, romlebSic es
movlenebi SeiZleba moralur azrovnebas davukavSiroT. moraluri
provocirebis principi aseT kavSirs sazogadoebaSi xels uwyobs
organizaciis axali da, aqedan gamomdinare, pasuxismgeblobis axali donis
aRiarebis gamo.

`dainteresebuli piris~ poziciidan midgoma. biznesSi klasikuri

Tvalsazrisi imaSi mdgomareobs, rom korporaciebs valdebulebebi aqvT
aqcionerebis winaSe, romlebic wminda da Seulaxavia. korporaciis
moqmedeba an umoqmedoba mimarTuli unda iyos aqcionerTa saWiroebebze
zrunvisken, romlebic dainteresebulni arian aqciaTa sabirJo kursiT,
Semosavlis aqciebze gaTvliT an raime sxva finansuri maCveneblebiT.
amtkiceben, rom xelmZRvanelebsa da maT aqcionerebs Soris
damokidebuleba meurvesa da mis mzrunvelobis qveS myofis
damokidebulebas unda hgavdes, sadac aqcionerTa interesebze zrunva unda
Sediodes xelmZRvanelis movaleobaSi. amgvarad, xelmZRvanelis mier
ganxorcielebuli nebismieri qmedeba, sabolood imis mixedviT unda
Sefasdes, emsaxureba Tu ara is korporaciisa da misi aqcionerebis
interesebs.
Tumca, SedarebiT cota xnis win warmoiSva korporaciis marTvisadmi
axali midgoma. korporacia aRiqmeba, rogorc sazogadoebis socialuri
struqturis nawili, romlis winaSec is aseve pasuxismgebelia. es cneba
dakavSirebulia "daintere-sebuli piris" cnebasTan.
termini "dainteresebuli piri", romelic pirvelad gaCnda stanfordis
kvleviTi institutis Sida memorandumze 1963 wels, miekuTvneba "im
jgufebs, romelTa mxardaWeris gareSe organi-zacia Sewyvetda Tavis
arsebobas". dainteresebul pirTa CamonaTvali Tavdapirvelad Seicavda
aqcionerebs, muSa-mosamsaxureebs, myidvelebs, momwodeblebs, kreditorebs
da sazogadoebas. daiwyo ra, i.ansofisa da r. stiuartis (korporacia
"lokhidis" dagegmvis ganyofileba), da mogvianebiT, m. doSeris da p.
stiuartis (stanfordis kvleviTi instituti) naSromebSi arseboba, am
koncefciaze dafuZnebuli analizi mniSvnelovan rols TamaSobda da
TamaSobs korporaciis saqmianobis dagegmvis procesSi.
SemdgomSi am Teoriis ganviTarebis procesi wavida ramdenime
mimarTulebiT. erTi avtori iZulebuli iyo eRiarebina, rom
"dainteresebul pirTa Teoriis zusti saTaveebi ucnobia". Tavis, ukve
klasikad qceul naSromSi, igor ansofi SezRudulad iyenebs am Teoriis
debulebebs.
Tumca, rogorc qvemoT davinaxavT, "movaleobebi" da "miznebi" ar arian
sinonimebi, "dainteresebul pirTa" TeoriaSi isini dayvanilia erT
cnebamde. am Teoriis Tanaxmad, aucilebelia dadgindes firmis miznebi
mocemul firmaSi sxvadasxva dainteresebul pirTa (menejerebis, muSebis,
aqcio-nerTa, momwodebelTa, kreditorebis da sxva) urTierTsawinaaR-mdego
moTxovnebis dabalansebis gziT.
analogiur Tvalsazriss ansofi miawers sxva avtorebs, magram
agrZelebs dainteresebul pirTa Teoriis uaryofas im Tvalsazrisis
sasargeblod, romelic acalkevebs "ekonomikur" da "socialur" miznebs,
Tanac ukanasknelni axdenen "meorad Semcvlel da Semakavebel gavlenas"
pirvelebze.
1970 ww Suaxans, sistemaTa Teoriis dargSi mkvlevarTa jgufma, rasel
akofis xelmZRvanelobiT, "meored aRmoaCina" am koncefciaze dafuZnebuli
analizi, ukidures SemTxvevaSi, aRiqva ansofis SeniSvnebi ufro
seriozulad. SemogvTavaza ra organizaciebze, rogorc Ria sistemebze,
Sexeduleba, akofi amtkicebs, rom bevri socialuri problema SeiZleba
gadawydes ZiriTadi institutebis gadaxalisebis da am sistemiT
dainteresebul pirTa mxardaWeris xarjze.
1970 ww. dasawyisSi harvardis universitetTan arsebulma biznesis
skolam Caatara gamokvlevebi korporaciis socialuri pasuxismgeblobis
sferoSi. miRebuli iqna didi moculobis Sedegebi, magram gansakuTrebiT
mniSvnelovani gaxda socialuri pasuxismgeblobis pragmatuli modelis
damuSaveba, romelmac "korporaciis socialuri pasuxismgeblobis
modelis" saxelwo-deba miiRo. arsebiTad, is gaxda pasuxi socialur
proble-mebTan dakavSirebul kiTxvaze: "rogor SeuZlia korporaciam
aqtiuri reagireba moaxdinos pozitiuri socialuri cvlile-bebis
gaZlierebul moTxovnebze?" pasuxismgeblobis reagireba-ze yuradRebis
gamaxvilebis nacvlad, harvardelma mecnierebma SesZles socialuri
problemebis analizis dakavSireba strate-giisa da organizaciis
tradiciul sferoebTan.
1970 ww. bolosTvis aSkara gaxda strategiuli marTvis procesebis
aucilebloba, sadac gaTvaliswinebuli iqneboda biznesis aratradiciuli
problemebi, romlebic dakavSirebu-lia saxelmwifosTan, erTi interesiT
gaerTianebul gansakuT-rebul jgufebTan, profgaerTianebebTan,
sazRvargareTel konkurentebTan, disident-aqcionerebTan (romlebic ar
eTanxme-bian kompaniis xelmZRvanelobis mier gatarebul politikas) da
iseTi rTuli problemebi, rogoricaa muSaTa uflebebi, Tabanari
SesaZleblobebi, garemos dabinZureba, momxmareblebis uflebebi, tarifebi,
saxelmwifo regulireba. am procesebis ganviTarebis mizniT, 1977 wels
hartonis skola Tavisi gamoyenebiTi kvlevebis centrSi Seudga
"dainteresebul pirTa proeqtis" damuSavebas. misi mizani iyo azris,
mimarTulebisa da marTvis Teoriis damuSavebis erTmaneTTan dakavSireba,
rac xelmZRvanelobas saSualebas miscemda moexdina korporaciis
strategiis SemuSaveba mudmivad cvlilebadi garemos pirobebSi.
gamoyenebuli iyo qcevis modeli, romlis daxmarebiTac dainteresebul
pirTa Teoria iqmneboda realuri SemTxvevebis safuZvelze.
amJamad, am proeqtis CarCoebSi dainteresebul pirTa Teoriis arsi
gamoiyeneba sam doneze: rogorc menejmentis Teoria, rogorc
praqtikosebisaTvis procesi strategiul marTvaSi gamoyenebisaTvis da
rogorc koordinatTa sistema analizisaTvis.
Teoriul doneze aucilebelia aixsnas aqcioneris dainte-resebul
pirad gadaqcevis arsi. am doneze pirveli siZnele es aris
“dainteresebuli piris” cnebis gansazRvra. mecnierebis mier
Tavdapirvelad mocemuli gansazRvreba Zalian zogad da gansakuTrebul
xasiaTs atarebs, raTa dagvexmaros strategi-ulad mniSvnelovani garegani
jgufebis identificirebaSi. zogad dainteresebul pirebze (rogoricaa
sazogadoeba da myidvelebi) da ara konkretul dainteresebul socialur
jgufebze da konkretul myidvelebze yuradRebis gamaxvileba saSualebas
gvaZlevs CavataroT analizi, romelic SeiZleba gamoviyenoT mxolod,
rogorc dagegmvis winapiroba. Tu navaraudevia mmarTvelobis
ganxorcieleba dainteresebul pirTa moTxovnebis gaTvaliswinebiT,
konkretuli jgufebis qmedebebis, miznebisa da ganzraxvebis Sesaxeb
strategiulad sasargeblo informaciisaTvis saWiroa ufro konkretuli
da Sinaarsiani gansazRvreba.
r. frimenisa da d. ridis mier SemoTavazeblia daintere-sebuli piris
ori gansazRvra: erTi _ farTo gagebiT, romelic moicavs jgufebs da
romlebic gamodian, rogorc mokavSireebi an mowinaaRmdegeni da meore, _
viwro gagebiT, romelic gadmoscems stanfordis kvleviTi institutis
mecnierTa mier mocemuli gansazRvris arss, magram ufro konkretulia.
dainteresebuli piri farTo gagebiT aris identifikacias
daqvemdebarebuli piri, romelsac SeuZlia gavlena moaxdinos
organizaciis mier dasmuli miznebis miRwevaze an romelzec SeiZleba
gavlena moaxdinos organizaciis mier dasmuli miznebis miRwevam.
am TvalsazrisiT, dainteresebul pirebs warmoadgenen saerTo
interesebiT gaerTianebuli sazogadoebrivi jgufebi, samTavrobo
organizaciebi, profgaerTianebebi, konkurentebi, kavSirebi, agreTve muSebi
da mosamsaxureebi, myidvelTa jgufebi, aqciaTa mflobelebi da sxva.
dainteresebuli piri viwro gagebiT _ nebismieri identifikacias
daqvemdebarebuli piri an jgufia, romelxedac damokidebulia
organizaciis Semdgomi arseboba. am Tvalsaz-risiT, dainteresebul pirebs
warmoadgenen muSa-mosamsaxureebi, myidvelTa jgufebi, zogierTi
momwodeblebi, ZiriTadi samTavrobo organizaciebi, zogierTi finansuri
organoebi da sxva.
aRiareben ra dainteresebul pirebad muSa-mosamsaxureebs,
momwodeblebsa da myidvelebs, korporaciebis bevri xelmZRva-nelTagani
ewinaaRmdegeba maT ricxvSi mowinaaRmdegeTa jgufis CarTvas. Tumca,
korporaciis strategiis TvalTaxedvidan unda moxdes dainteresebuli
piris farTo gageba: strategiis damuSavebisas aucilebelia
gaTvaliswinebuli iqnes yvela is jgufi, romlebsac SeuZliaT gavlena
moaxdinon korporaciis mier dasaxuli miznis miRwevaze.
dainteresebuli piris koncefciis ganxorcielebis konkre-tuli
rekomendaciebi friad mravalgvaria. es, SeiZleba iyos dainteresebul
pirTa CarTva strategiuli gadawyvetilebis miRebis procesSi. ase,
magaliTad, aSS-Si zogierTi sazogadoeb-rivi moxmarebis sawarmo normebis
dadgenis sakiTxebSi warmatebiT sargeblobs konsultaciuri jgufebis
momsaxurebiT dainteresebul pirTa ricxvidan.
analitikur doneze dainteresebul pirTa koncefciis gamoyeneba
niSnavs ufro farTo kategoriebSi azrovnebas, vidre Tanamedrove
strategiuli da taqtikuri problemebia. is gvTavazobs, sazogadoebrivi
politikis sakiTxebs SevxedoT dainteresebuli piris poziciidan da
vecadoT imis gagebas, Tu rogor icvleba urTierTdamokidebuleba
organizaciasa da mis dainteresebul pirebs Soris garkveuli politikis
realizaciisas.

korporaciuli socialuri pasuxismgeblobis Sefaseba . imisaTvis, rom

SevadaroT sxvadasxva kompaniebis an erTi da igive kompaniis socialurad
pasuxismgebluri saqmianoba drois sxvadasxva SualedSi da gamovikvlioT
kompaniis socialur aqtiurobasa da mis finansur maCveneblebs Soris
kavSiri, aucilebelia raRacnairad raodenobriv maCvenebelSi SevafasoT am
aqtiurobis gamovlineba. arsebobs am rTuli problemis gadawyvetis
ramdenime midgoma. zogierTi midgoma sakmaod TvalnaTelia _ magaliTad,
Sesadarebeli organizaciebis eqspertuli Sefaseba, yvela SesaZlebeli,
maT Soris eTikuri, reitingebis Sedgena. Tumca, savsebiT naTelia, rom
aseT eqspertul rCevebSi bevri subieqtivizmia. vin unda gansazRvros
korporaciis socialuri aqtivoba? albaT, adamianebma, romleb-mac kargad
ician biznesis mocemuli dargi. rasakvirvelia, isini am sferoSi an
muSaobdnen, an agrZeleben muSaobas, an finansuri an Tu sxva ram
interesebi aqvT. erTi sityviT, aucilebelia raodenobrivi maCveneblis
gamoTvlis naTlad formalizebuli meTodika, romelic daaxasiaTebs
korporatiul socialur pasuxismgeblobas.
korporaciis socialuri saqmianobis (CSP- corporate social performanse)
Sefasebis yvelaze dasabuTebuli da gavrcelebuli meTodika mdgomareobs
SemdegSi: Tavdapirvelad gamoiyofa socialuri moRvaweobis sxvadasxva
mimarTulebebi, dgeba specialuri kiTxvari, romlis Sevsebis dros
respodentTa jgufma unda Seafasos am mimarTulebaTagan TiToeulis
SedarebiTi mniSvneloba. kiTxvarebis Sedegebis ganzogadebas warmoadgens
socialuri moRvaweobis konkretuli mimarTulebis SedarebiTi
mniSvnelobis maCveneblis gansazRvra. CSP-is gansazRvris procesis
mniSvnelovani mdgenelebia: 1) CSP-is mimarTulebis gamoyofa; 2) TiToeuli
mimarTulebis Sefar-debiTi mniSvnelobis SefasebisaTvis respodentTa
amorCeva; 3) kompaniis moRvaweobis damoukidebeli Sefaseba yvela
mimarTulebiT. Cveulebriv, gamoiyofa kompaniis socialuri moRvaweobis
Semdegi mniSvnelovani mimarTulebebi:
1. pasuxismgebloba SemoTavazebul produqciaze (maRalxa-risxiani
produqtebis mwarmoeblis reputaciis Seqmna, uaris Tqma iseTi
produqtebis gavrcelebaze, romelsac SeuZlia momxmareblisTvis
zianis motana);
2. sazogadoebasTan kavSiri (qvelmoqmedeba, ekonomiurad daucveli
mosaxleobis jgufis mxardaWera);
3. garemos dacva (kompaniis mier iseTi saqonlisa da mom-saxurebis
SemuSaveba, warmoeba da gamoyeneba, romelic minimalur uaryofiT
zegavlenas axdens garemoze);
4. momsaxure qalTa da arasrulwlovanTa problemebi (samuSaoze
miRebis korporaciuli sistema da qalebisa da arasrulwlovanTa
dawinaureba, agreTve maTi ojaxis Sromisuunaro wevrTa daxmareba);
5. kompaniis TanamSromlebTan urTierToba (personalis Semcirebis
gegmis ararseboba, samuSaoze miReba da SezRuduli unaris mqone
TanamSromelTa dawinaureba, profkavSirebTan konstruqciuli
 urTierTqmedeba);
6. atomuri energiis gamoyenebis sakiTxebi (atomuri energiis
gamoyenebis masStabebi);
7. kontraqtebi samxedro produqciis warmoebaze (kompaniis
Semosavlebi samxedro produqciis warmoebidan);
8. im qveynebSi yofna, sadac adamianTa uflebebi irRveva da a.S.
kompaniis socialuri moRvaweobis mimarTulebis SedarebiTi
mniSvnelobis gansazRvrisaTvis, kiTxvari egzavneba “socialur investorTa
jgufs”. radganac SeuZlebelia konkretuli kompa-niis aqciis yvela
mflobelis gamovlena da gamokiTxva, Cveu-lebriv, Rebuloben adamianTa
garkveuli jgufis gamokiTxvis gadawyvetilebas, romelTac
Camoyalibebuli aqvT molodinebi kompaniis finansuri da socialuri
saqmianobis Sedegebis mimarT. kiTxvaris pirveli nawili SeiZleba
Seicavdes zemoT CamoTvlil socialur problemebs, agreTve, kiTxvebis
sias, romelic mimarTulia kompaniis socialuri moRvaweobis zemoT
dasaxelebuli rva mimarTulebis wyvil-wyvilad Sesadareblad. kiTxvaris
meore nawili SeiZleba daeTmos kiTxvebs, romlebic exeba respodentebis
Sesaxeb demografiul da sxva zogad cnobebs.
CSP-is krebsiTi maCveneblis gansazRvrisaTvis konkretuli kompaniebis
socialuri moRvaweobis Sefaseba bolo nabijia. analizis statistikuri
mniSvnelobis uzrunvelsayofad, msgavsi Sefasebebi miRebuli unda iqnes
sakmarisad bevri kompaniisgan. damoukidebeli Sefasebis wyaros saxiT
saukeTesoa damouki-debel monacemTa bazis gamoyeneba, rac farTodaa
gavrcele-buli dasavleTis qveynebSi.
Cveulebriv, kompaniis socialuri moRvaweobis rvidan pirveli xuTi
mimarTuleba fasdeba 5-baliani sistemiT (-2-dan +2-mde), danarCeni sami
mimarTuleba _ 3-baliani skaliT (-2-dan 0-mde).
ramdenadac Sefasebis intervaluri skala, umravles SemTxvevaSi
sjobia rigobiTs, eqspertTa Sefasebis nacvlad, SeiZleba gamoviyenoT
finansuri an sxva raodenobrivi maCveneblebi. magaliTad, Tu saqme exeba
kompaniis politikas personalis marTvis saqmeSi, maSin SeiZleba
gamoyenebuli iqnes personalis momzadebasa da gadamzadebisTvis
daxarjuli saxsrebis moculoba, erT adamianze gaTvlili swavlebis
saaTebis raodenoba, personalis xelfasis saSualo done (gansakuTrebiT
dargSi saSualosTan SedarebiT), socialuri paketebisa da premialurebis
moculoba da a.S. analogiurad, kompaniis moRvaweobis nebismieri sxva
mimarTulebiT socialurad pasuxismgebluri qcevis Sefaseba SeiZleboda
gamogvesaxa am mimarTulebaSi finansuri dabandebebiT. warsul
maCveneblebTan da konkurentTa maCveneblebTan SedarebiT aseTma cifrebma
SeiZleba metad Tu naklebad adekvaturad asaxon mocemuli kompaniis
eTikurobis da socialuri pasuxismgeblobis done.
 sareklamo saqmianobis eTika
reklama warmoadgens Tanamedrove, evoluciagavlil movlenas,
romelsac fesvebi gadgmuli aqvs Rrma warsulSi. aTaswleulebis win
reklama Caisaxa sakomunikacio saSualebis saxiT. istorikosTa
umravlesoba Tvlis, rom Tixaze, xeze, qvaze amoWrili quCis abrebi,
romlebic gamoiyenebodnen ZvelberZeni da Zvelromaeli vaWrebis mier,
warmoadgenda reklamis pirvel formas. Cvenamde mosul pirvel sareklamo
masalad iTvleba egvipturi papirusi, romelSic ityobinebodnen monis
gayidvis Sesaxeb. Ppirveli nabeWdi sareklamo gancxadeba gamoCnda
inglisSi 1473 wels, masSi gamomcemeli u. kekstoni ityobineboda sulieri
Sinaarsis wignis gamoSvebas. Pmsof-lioSi pirveli sareklamo saSuamavlo
organizacia Seiqmna inglisSi 1611 wels. rogorc aRniSnavs mkvlevari e.
kanevski, jer kidev X-XI saukuneSi rusi vaWrebi mimarTavdnen Tavisi
saqonlis reklamirebis mravalgvar xerxebs.
qalaqebis, mosaxleobis, samecniero progresis zrdasTan erTad
izrdeba konkurenciac. konkurencia ki iwyeba reklamidan. mravalricxovan
firmebs ukve brZola uxdebaT sareklamo adgilebisTvis qalaqis quCebSi,
saukeTeso droisTvis satele-vizio da radio eTerSi da a.S. visac cota
fuli da SesaZ-lebloba aqvs, ver gauZlebs aseT konkurencias anu naklebi
Sansi aqvs Tavisi warmoebisa da vaWrobis ganviTarebisaTvis.
sareklamo moRvaweobis problemebi da winaaRmdegobani. bevri
momxmarebeli, albaT, arc dafiqrebula imaze, rom sarek-lamo xarjebi
TiTqmis sul saqonlis Rirebulebis momatebis xarjze ifareba. marTlac,
masobrivi warmoebis sistema pir-dapiraa damokidebuli gasaRebis sistemis
efeqturobaze, romlisTvisac aucilebelia: sawyobebis qseli, transporti,
sacalo vaWrobis organizeba, distributorebi, dilerebi, savaWro,
mmarTveli personali da a. S. masobrivi gasaRebis msgavsi sistema,
stimulirebis (romelSic pirvel rigSi igulisxmeba reklama), CaTvliT,
momxmarebelTa, kanonmdebelTa da ekonomistTa mxridan garkveul
ukmayofilebas iwvevs, e.w. Suamavlis mogebasTan dakavSirebiT. es is
mogebaa, romelsac sareklamo saagento iRebs da romlis naSTis gamoc
matulobs fasi saqonelze.
Tumca, reklamis specialistTa umravlesoba Tvlis, rom reklama
dadebiT rols TamaSobs calke aRebuli firmisTvis. erTis mxriv, firma,
romelic arwmunebs momxmarebels, rom is vaWrobs yvelaze iafi saqonliT,
sinamdvileSi aiZulebs mas iyidos saqoneli sareklamo fasnamatiT. meores
mxriv, Tu reklama efeqturia, produqciaze moTxovnilebis zrdis xarjze,
SeiZleba fasebma daiwion. magram aqac Cndeba kiTxvebi: rodis Seamcirebs
firma fasebs? xelsayrelia Tu ara misTvis amis gakeTeba? Tu produqciaze
moTxovnileba isedac maRalia, Rirs Tu ara amis gakeTeba saerTod? am
situaciaSi potenciurma klientma SeiZleba Tavi motyuebulad igrZnos.
amasTan, zogierTi mkvlevari fiqrobs, rom araferia upatiosno imaSi,
rom reklamis gamo izrdeba produqciis Rirebuleba. maTi azriT, im
momentidan, rodesac firma sareklamo kompanias iwyebs, is, Tu ra
saqmianobiT iyo es kompania dakavebuli mravali wlis ganmavlobaSi, xdeba
sazogadoebriobiosTvis xelmisawvdomi. ipyrobs ra klientTa yuradRebas
sakuTari produqciisken, kompania riskavs moxvdes sazogadoebriobis
kritikis cecxlqveS im SemTxvevaSi, Tu nawarmi ar Seesabameba reklamaSi
danapirebs. amis gamo, specialistTa azriT, reklamirebuli saqoneli ufro
usafrT-xoa, vidre arareklamirebuli, ramdenadac reklamirebuli
produqciis damamzadeblebi riskaven imijiTa da reputaciiT da ufro
arian dainteresebulni TavianTi danapirebebisa da gancxadebebis
SesrulebiT. am SemTxvevaSi potenciuri klienti SeZenil saqonelSi
zedmets ixdis swored Tavisi simSvidisa da darwmunebulobis gamo. sxva
saqmea _ Seesabameba Tu ara saqoneli sareklamo danapirebs?
samwuxarod, am mxriv reklamisadmi aris mTeli rigi pretenziebi:
tyuili danapirebi, konkurentis Rirsebebis iribi damcireba, nawarmis an
momsaxurebis Rirsebebis gazviadeba, arasruli aRwera, SecdomaSi Semyvani
Sedarebebi, vizualuri xarvezebi, tyuili damowmebebi da tyuili
Sedarebebi, nawarmis an momsaxurebis wvrili SriftiT miTiTebuli nakli
da a.S.
ase, magaliTad, kargadaa cnobili savaWro marka “Head and Shoulders”-is
qertlis sawinaaRmdego Sampunis sasiamovno da xarisxianad gakeTebuli
reklama. SampuniT mudmivad sargeb-lobis SemTxvevaSi is gvpirdeba
qertlis samudamo gaqrobas. Tumca erTi samedicino centris mier
Catarebulma gamokvlevam aCvena, rom nivTiereba, romelsac Seicavs Sampuni,
SeCvevas iwvevs, anu, qertlisgan Tavis dasaRwevad am nivTierebis doza
sul ufro unda izrdebodes. am SemTxvevaSi Sampuni ufro xSirad
gaiyideba, sanam saerTod aRar imoqmedebs da Sedegad, sabolood Sedegi
SeiZleba ufro samwuxaro aRmoCndes, vidre misi gamoyenebis dawyebamde
iyo.
nawarmis an momsaxurebis dadebiTi Tvisebebis gazviadeba xSirad
gvxvdeba masobrivi informaciis saSualebaTa muSaobaSi. maTSi dadebiTi
mxareebis gazviadeba gamoixateba, upirveles yovlisa, oficialurad
gamocxadebuli tiraJis gazrdaSi. igulisxmeba, rom rac ufro metia
tiraJi, miT metia mkiTxveli. garda amisa, tiraJis Sesaxeb damaxinjebuli
infor-macia gamoiyeneba ara mxolod YTviTreklamis, aramed konkuren-
tebTan brZolis mizniTac.
rogorc cnobilia, reklama xelsayrel niadags qmnis, upirveles
yovlisa, materialuri faseulobebis ganviTarebis sferoSi. amasTan,
reklamebi, romlebic mogviwodeben TeatrSi an gamofenisken, gacilebiT
mcirea, vidre reklamebi materialur faseulobebze. saqmis aseTi
mdgomareoba qmnis adamianebSi sul ufro meti nivTebis SeZenis survilis
ganviTarebis safuZvels. reklama gvinergavs, rom gza bednierebisken gadis
nivTebis yidvaze, xolo sulieri, kulturuli, zneobrivi faseulobebi
gadadian ukan.
meores mxriv, reklama saSualebas aZlevs sazogadoebas dainaxos
saqonlis mravalsaxeoba da gaakeTos arCevani. reklama gvaZlevs arCevanis
Tavisuflebas da gvibiZgebs aqtiurobisken, romelsac kidevac iCens
myidveli. xSir SemTxvevaSi, reklama ubralod atyobinebs myidvels im
saqonlisa da momsaxurebis Sesaxeb, romelic SeiZleba dasWirdes mas. es
mxolod im procesis nawilia, romelic xels uwyobs dakmayofilebuli da
kargad informirebuli myidvelis formirebas. ukiduresad mniSvnelovania,
rom saboloo gadawyve-tilebas iRebdes swored aseTi myidveli. Tu
saqonlis reklama aRiqmeba, rogorc eTikis standartebis darRveva,
myidvelebs SeuZliaT moaxdinon zewola bazarze, am saqonlis SeZenaze
uaris TqmiT an misi mwarmoebeli firmisTvis pretenziis wayenebiT, agreTve
samarTlebrivi regulirebis organoebSi saCivris SetaniT.
 Tavisi bunebidan gamomdinare, reklama cdilobs auditoria
daarwmunos, raime iRonos. Sesabamisad, is ar aris obieqturi da ar aris
neitraluri, anu ar aris iseTi, rogoric unda rom iyos mkvlevarTa
udides nawils. maT surT, rom reklamam uzrunvelyos adamianebi
informaciiT da amiT amoiwurebodes maTi funqcia. Tumca adamianTa
umravlesobas gaTviTcnobiere-buli aqvs, rom reklama cdilobs maT raime
mihyidos, Tavs moaxvios produqcia, momsaxureba an idea. adamianebis
emociebsa da survilebze (iyvnen mimzidveli sapirispiro sqesisTvis,
mniSvnelovanni sazogadoebaSi, gansakuTrebulni, grZnobdnen Tavs
usafrTxod da sxva) zemoqmedebiT, reklama gvibiZgebs SeviZinoT CvenTvis
usargeblo nivTebi.
bevri Tvlis, rom reklama Seuracxmyofelia religiuri grZnobebis,
moraluri principebis, politikuri Sexedulebebis, erovnuli
kulturisaTvis. sxvebs SokSi agdebs seqsze, Zaladobaze an organizmis
fiziologiur funqciebze orien-tirebuli an spirtiani sasmelebis,
sigaretis reklama.
SeiZleba iribad, magram gauazrebeli, araeTikuri reklama SeiZleba
politikuri konfliqtebis gaRvivebis erT-erTi mizezi gaxdes. zogierTi
politikuri analogiebi reklamaSi ara mxolod araefeqturi (radganac
ganizidavs potenciuri myidve-lebis garkveul jgufebs), aramed
socialurad saSiSicaa, radganac isini Seuracxyofen mravali adamianis
grZnobebs, amcireben maT. imisaTvis, rom gavigoT ramdenad Sors SeiZleba
Sevides reklamaSi politikuri siuJetebis gamoyeneba, sakma-risia Catardes
potenciuri momxmareblebis winaswari, damouki-debeli obieqturi
gamokvlevebi.
seriozul SeSfoTebas iwvevda masobrivi informaciis saSualebebSi
spirtiani sasmelebis reklama. mTel rig qveynebSi “reklamis Sesaxeb”
kanonis miRebis Semdeg, aikrZala maTi reklamireba masobrivi informaciis
saSualebebSi. sruliad gasagebia im kanonmdeblis logika, romelsac
Semoaqvs SezRudva aseTi nawarmis reklamirebaze, radganac statistika
pirdapir ukavSirebs erTmaneTs mwevelTa da msmelTa raodenobis zrdas
maT Sesaxeb reklamis raodenobas.
kidev erTi, reklamisadmi wayenebuli yvelaze metad gavrcelebuli
pretenzia mdgomareobs imaSi, rom reklama upirispirdeba gemovnebas. es
SeniSvna exeba iseTi saqonlis reklamas, rogoricaa kolgotebi, qveda
sacvlebi, qalis higienis nivTebi, safaRaraTo saSualebebi, sxvadasxva
wamlebi da sxva. isini mniSvnelovnad met usiamovnebas iwveven, vidre sxva
kategoriis saqonlis reklama. miuxedavad imisa, rom garkveuli sareklamo
rgolebi ugemovnoa nebismier mimarTebiT, telemayurebelTa negatiur
reaqcias aRrmavebs iseTi faqtorebi, rogoricaa TviT saqonlis kategoria,
reklamis miwodebis momenti (magaliTad, sadilis dros), agreTve, is faqti,
uyurebs Tu ara telemayurebeli gadacemas kompaniaSi.
aRsaniSnavia is faqti, rom drosTan erTad icvleba gemovnebac. iman,
ramac dRes SeiZleba umravlesobis gemovnebas Seuracxyofa miayenos,
momavalSi ar gamoiwvios aRSfoTeba. gemovnebis Selaxvis sakiTxebs exeba,
agreTve reklama, sadac gamoyenebulia iribi seqsualuri miniSnebebi,
SiSveli an naxevradSiSveli sxeuli an Zaladoba. Tumca reklamaSi seqsis
gamoyeneba axali ar aris, misi gamoyenebis aqtiuroba sul ufro
SesamCnevia. aseT reklamas, Cveulebriv mimarTaven is kompaniebi, romlebic
ver aRweven sasurvel Sedegs Cveulebrivi meTodebiT. meores mxriv, aseTi
reklama orientirebulia ZiriTadad axalgazrda Taobaze. amitomac,
reklamis procesis monawileebma unda gaiTvaliswinon, rom Tu maTi
reklama zedmetad gulaxdili iqneba, maSin axalgazrdobas TandaTan
gauWirdeba oqros Sualedi daicvas wesiersa da vulgaruls Soris.
msgavsi reklamis gavrcelebisas upiratesobiT sargeblobs is, visac
SeuZlia fexi auwyos gemovnebis standartebis Tanamedrove mdgomareobas.
reklamis SemkveTisa da misi damamzadeblisTvis imaSi dasarwmuneblad, rom
Cafiqrebuli reklama ar aRmoCndeba cudi tonis mimcemi, yvelaze
usafrTxo meTodia misi winaswari testireba, romelic ise unda Catardes,
rom minimumamde daiyvanos ugemovnobis nimuSis gamoSvebis Sansi.
cnobil problemas warmoadgens sayovelTaod miuwvdomeli saqonlis
reklama. maT miekuTvneba uZravi qoneba, Zvirfasi avtomobilebi, fufunebis
sagnebi, saiuveliro nawarmi. reklamis zogierTi mkvlevari Tvlis, rom,
rodesac momxmarebeli xedavs misTvis miuwvdomeli nawarmis reklamas, is
cdilobs gamoimuSaos rac SeiZleba meti fuli. Tumca kompania Advertisment
research-is mier 1977 wels dasavleT da centralur evropaSi Catarebulma
gamokiTxvebma cota sxvagvari suraTi warmogvidgina. respodentTa mxolod
15 % gamoxata dadebiTi damokidebuleba maTTvis miuwvdomeli saqonlis
reklamaze. danarCenma 85% ganacxada, rom aseTi saxis reklama mxolod
aRizianebs da anerviulebs.
daskvna naTelia _ reklamam ar unda gaaRizianos mcireSe-mosavliani
adamianebi. dasavleTSi SeZlebuli adamianebi ar axdenen Tavisi simdidris
demonstrirebas ara mxolod imitom, rom es maTi qcevis wesia. upirveles
yovlisa, mdidrebi fiqroben Tavis interesebze, maT sWirdebaT socialuri
mSvidoba. Tu ki mcire Semosavlian adamianebs gavaRizianebT maTTvis
miuwvdomeli saqonlis reklamiT, socialuri simSvidis SenarCunebis
albaToba mkveTad klebulobs.
reklama yvelganaa. is aRwevs metroSi, satransporto magistralebze,
binebSi da saxlebSi radios, televizoris, gazeTebis, internetis da a.S.
saSualebiT. specialistTa monace-mebiT, aSS-Si yoveli amerikeli ganicdis
dReSi saSualod 500 reklamis zemoqmedebas.
amgvarad, iqmneba situacia, rodesac momxmarebels aravin icavs
momabezrebeli da erTgvarovani reklamisgan. xdeba filmis an gadacemis
procesSi warmoqmnili emociebis damaxin-jeba. xdeba adamianTa zneobrivi
orientaciis deformacia. klasikuri nawarmoebebi xvdebian sapnis an saReWi
rezinis reklamis doneze. socialuri fsiqologi a. moli wignSi
“kulturis sociodinamika” am movlenas “mozaikur kulturas” uwodebs.
amasTan, aseTi saxis movlenas ubralo axsna aqvs, _ satelevizio reklamis
fasebi Zalian maRalia da satelevizio arxebi cxovroben maT xarjze.
saWiroa gairkves erTi sakiTxic, reklama sazogadoebrivi
faseulobebis formirebas axdens Tu is maTi anareklia. nebismieri pasuxis
miuxedavad, sakiTxi TavisTavad mniSvnelo-vania. Tu Cven davuSvebT, rom
reklamas gaaCnia Cveni fase-ulobebisa da gare samyaroze Sexedulebebis
formirebis unari, maSin naTelia, rom reklamis damkveTTaTvis
mniSvnelovania esmodeT, Tu rogor xdeba es. da piriqiT, Tu reklama
mxolod sazogadoebis sarkea, maSin reklamis damkveTebma unda aiRon
Tavis Tavze reklamaSi zusti gamosaxulebis Seqmnis pasuxismgebloba.
gansazRvruli jgufis adamianebs stereotipebi warmogvid-genen imdenad
Seucvleli saxiT, rom ikargeba maTi individu-aluroba da xSirad
gamoxataven am jgufis Sesaxeb Seqmnil araswor warmodgenas. am
stereoripebs mravali reklamis Semqmneli iyenebs Tavisi reklamisaTvis.
kerZod, stereotipebs, romlebic dakavSirebuli arian sazogadoebaSi
qalis rolze, erovnul umciresobaTa ganmasxvavebel Tvisebebze da sxva.
dasavleTSi didi xania mimdinareobs qalis rolis Sesaxeb sakiTxis
ganxilva. feministuri moZraobis momxreebi da ubralod saqmiani qalebi
ukmayofiloni arian imiT, rom reklamaSi qals warmogvidgenen, rogorc
mxolod ojaxze, Svilebze da sakuTar garegnobaze mzrunvelebs. amJamad,
ukve sul ufro met reklamis Semqmnels Segnebuli aqvs sazoga-doebaSi
qalis roli. Tumca aq arsebobs sxva ukiduresobaSi gadavardnis da
mxolod saqmiani qalis saxeze yuradRebis gamaxvilebis saSiSroeba.
saWiroa Seiqmnas sxvadasxva rolSi qalis realisturi portreti.
rasobrivi da eTnikuri jgufebic ukmayofiloni arian reklamis
stereotipebiT. umravlesi saCivris arsi mdgomareobs imaSi, rom garkveuli
jgufebi warmodgenilni arian karika-turulad.
dReisaTvis erT-erTi sakamaTo Temaa bavSvebisadmi mimar-Tuli
reklamis sakiTxi. specialistTa SefasebiT, weliwadSi TiToeuli bavSvi
televizors uyurebs saSualod 1300 sT-ze met xans. Sesabamisad, weliwadSi
bavSvi uyurebs 20 aTasze met komerciul reklamas. ra Tqma unda, bavSvebs
ar gaaCniaT sareklamo Setyobinebebis Sefasebis gamocdileba da produq-
ciis SeZenis Sesaxeb swori gadawyvetilebis miRebis unari, amitomac,
mozrdilTaTvis sruliad gasagebma da gamarTle-bulma reklamis
garkveulma xerxebma da strategiam SeiZleba bavSvi SecdomaSi Seiyvanos
da ubiZgos mas cudi saqcielisken.
meores mxriv, sruliad samarTliania sawinaaRmdego mosazreba imis
Sesaxeb, rom aucilebeli ar aris saxelmwifos mxridan kontrolis
gamkacreba “sabavSvo reklamaze”, radganac bavSvebi swored saxlSi arian
daculni reklamisgan, sadac am sakiTxs “samarTlebrivad” aregulireben
maTi mSoblebi.
dasavleTis qveynebSi miiRes `bavSvebisaTvis satelevizio reklamis
praqtikis Sesaxeb~ kanoni, romlis mixedviTac dadgenilia sabavSvo
televiziis programebSi komerciuli reklamisaTvis dro: 10,5 wuTi saaTSi
gamosasvlel da 12 wuTi sxva dReebSi. magram ar unda daviviwyoT, rom
Tumca imave aSS-Si dasaSvebia sabavSvo gadacemebis Sewyveta reklamiT, iq
arsebobs kidev aTobiT saxelmwifo organo da dadgenilebebi, romlebic
bavSvebis uflebebisaTvis ibrZvian.
bavSvebisaTvis reklamis mavneblobis Sesaxeb erT-erTi yvelaze
xmauriani polemika gaiSala iseTi kategoriis saqonlis reklamis
SezRudvis gamo, rogoricaa alkoholi da Tambaqo.
cnobilia, rom adamianis janmrTelobis saziano saqonlis gamo
reklamis SezRudvis Sesaxeb mosazrebebi axali ar aris. mkacri
akrZalvebis SemoRebis momxreebi daJinebiT amtkicebdnen, rom Tambaqosa da
alkoholis produqciis reklamis Sedegad Cndeba avadmyofobebi,
dasaxiCrebebi da TviT momxmarebelTa, da SesaZloa, garSemomyofi
adamianebis sikvdilic ki. oponentebi am mosazrebas ewinaaRmdegebodnen da
maT Seaxsenebdnen, rom marTali reklamis akrZalva, romelic dabneulobas
ar iwvevs momxmarebelSi da kanoniT aris daSvebuli, arakonstituciuria.
bavSvebze Tambaqosa da alkoholis reklamis gavlenis Taobaze aSS-Si
Catarebuli mravali gamokvlevis Sedegad dadgenili iqna Semdegi: 229
bavSvze pirveli gamokvleviT aRmoCnda, rom 6 wlamde bavSvebi qemelis
reklamaze gamosaxul aqlems, iseTive sixaruliT aRiqvamdnen, rogorc miki
mauss; saSualo skolaSi Sesvlis momentisaTvis, meore gamokvlevis
mixedviT, bavSvebis TiTqmis naxevari mas `namdvil vaJkacad~ miiCnevda;
mesame gamokvleviT 5040 kaliforniel mozardze, romelTa wlovaneba
meryeobda 12-dan 17 wlamde, dadgenili iqna, rom qemelis reklamaze
gamosaxuli aqlemis popularoba ar Sesustebula da am wlovanebis
jgufSi iSva 131 mweveli - axalwveuli.
Catarebuli kvlevebis avtorebi aRniSnavdnen, rom qemelis sareklamo
kampaniis dawyebis momentidan, vaWrobis moculoba, rogorc raketa, ise
`gafrinda~ - weliwadSi 6 mln. dolaridan 476 mln. dolaramde avida.
bolo problema, romelzedac aucilebelia yuradRebis gamaxvileba,
aris reklamis gavlena adamianTa qvecnobierebaze. didi xania cnobilia “25
kadris Teoriis Sesaxeb”, xolo arc Tu didi xnis win presaSi gamoCnda
Setyobineba nabeWd informaciaSi “25-e wertilis” Sesaxeb, romelsac
Cvenamde moaqvs TvaliT gaurCeveli informacia da moqmedebs Cvens
qvecnobierebaze. magram Tu meore Teoriis Sesaxeb jer araferia cnobili,
pirvelis Sesaxeb sakmaod bevri cnobebia.
mTeli informacia Cvenamde aRwevs simboloebis saxiT. es Cveulebriv
isaa, rasac Cven vxedavT da vismenT gacnobie-rebulad. Tumca arsebobs
simboloebis gadacemis sxvagvari SesaZlebloba, romelic mdebareobs
normaluri aRqmis zRurbls iqeT. aseTi saxis cnobebs ewodeba
qvecnobierze momqmedi. reklama, romelic moqmedebs qvecnobierze, _ es
aris informacia, romelic gadaicema normaluri aRqmis zRurbls miRma
ise, rom aRmqmeli mis miRebas naTlad ar aRiqvams. Cveulebriv, es niSnavs,
rom simboloebi an Zalian gaurkvevelia an Zalian mcire xniT ipyrobs
Cvens yuradRebas imisTvis, rom naTlad gavarkvioT. namdvili furori
moaxdina gamokvlevam, romelic Catarda 1958 wels aSS-Si j. vikeris mier
niu jersiSi kinoTeatr fort-liSi, sadac sityvebi “SesviT koka” da
“miirTviT pop-korni” wamis meaTasedebSi Cndebodnen ekranze filmis
demonstrirebis dros; Sedegad, rogorc navaraudevi iyo da amtkicebdnen
kidec, gaizarda am ori produqciiT vaWrobis moculoba.
am sakamaTo Temam Semdgomi asaxva hpova presiT polemikaSi. amerikeli
mkvlevari uilson braian kei amtkicebs, rom qvecnobieri “CanarTebi”
Tavsdeba reklamaSi momxmarebelTa qcevis manipulirebisaTvis, Tanac
yvelaze xSirad amisaTvis mimarTaven seqsualur zemoqmedebas. igi
amtkicebs, rom alkoholuri sasmelis reklamis 99%-Si gamoiyeneba
qvecnobieri CanarTebi. misi azriT, qvecnobierisken mimarTuli informacia
ise ostaturad iniRbeba, rom Cveulebriv adamians ar SeuZlia misi SemCneva.
Tumca, dRes ukve damtkicebulia, rom es braldeba mTlad samarTliani
ar aris. Qqvecnobieri stimulirebis laborato-riulma kvlevebma aCvena,
rom zogierTi pasuxi, magaliTad “momwons _ ar momwons” tipisa, marTlac
warmoiSveba. Mmagram kiTxvaze, SeuZlia Tu ara qvecnobierisken mimarTul
ionfor-macias zemoqmedeba moaxdinos publikaze, pasuxis gacema Znelia.
jer-erTi, aRqmis zRvari sxvadasxva adamianisTvis, da sxvadasxva
momentSi erTi da igive adamianisTvis sxvadasxva-nairia. simboloebi,
romlebsac erTi aRiqvams qvecnobierad, meorisTvis sruliad Segnebulad
aRsaqmelia.
 meore, reklamis Semqnelebs gavlena ara aqvT manZilze qvecnobieri
informaciis wyarodan mis mimReb adamianamde, da am adamianis sxeulis
mdgomareobaze. Ggansxvaveba manZilsa da pozebSi gavlenas axdens aRqmaze
im momentSic, rodesac gadacemuli informacia moqmedebs qvecnobierze, da
im momentSic, rodesac mas xedaven da ismenen.
Mmesame, siZnele mdgomareobs cnobiersa da qvecnobiers Soris Serwymis
efeqtSi: filmis naxvis dros advilad aRqmulma simbolom SeiZleba
gadaZlios reklamis qvecnobieri zemoqmedeba.
garda amisa, momxmareblebi, rogorc wesi, ar yiduloben produqcias,
Tu is maT ar sWirdebaT an ver axerxeben mis yidvas usaxsrobis gamo,
miuxedavad reklamis Sinaarsisa da cnobierze an qvecnobierze misi
gavlenisa. sxva sityvebiT, arCevanis Tavisufleba SenarCunebulia.
sareklamo saqmianobis saxelmwifo da sazogadoebrivi regulireba:
a) aSS-is gamocdileba. ganvixiloT reklamis sferoSi aSS-s
federaluri kanonmdeblobis yvelaze mniSvnelovani elementebi, agreTve,
misi TviTregulirebis cdebi.
sareklamo saqmianobis maregulirebeli normebi vlindeba ramdenime
formiT; regulireba zogad federalur doneze, Statebisa da
federaciebis doneze, sareklamo saagentoebisa da saqmiani wreebis doneze
TviTregulireba, TviT sareklamo sferos da momxmarebelTa uflebebis
dacvis organizaciebis doneze.
federalur doneze ZiriTadi maregulirebeli organoa reklamis
federaluri savaWro komisia _ fsk. igi dafuZnebulia 1914 wels da
pasuxismgebelia konkurenciis arakeTilsindisieri meTodebisa da
SecdomaSi Semyvani reklamis samarTlebriv regulirebaze. imis garkvevisas,
Seicavs Tu ara reklama sicrues an arakanonier meTodebs, fsk moiTxovs
reklamaSi gakeTebuli gancxadebis damadasturebeli masalebis miRebas da
guldasmiT amowmebs mas. gamoZiebis damTavrebis Semdeg fsk-s SeuZlia
miiRos dadgenileba reklamis moxsnis an misi ganTavsebis Sesaxeb.
iusticiis saministro-federaluri organo, TviTon ar aris im
kompaniis an kerZo pirebis devnis iniciatori, romlebsac adanaSauleben
reklamis Sesaxeb federaluri kanonis darRve-vaSi, magram kanonebis
praqtikaSi realizebas axdens da ganixi-lavs im saqmeebs, romlebic
gadasca mas sxva federalurma organoebma.
reklamis regulirebaSi sadavo sakiTxebis gadawyvetisas uzenaesi
sasamarTlo erTveba 80-iani wlebidan. Man ganixileba ori mniSvnelovani
sakiTxi:
1. konstituciis pirveli Sesworebis dacvis sakiTxi. Tavidan
sasamarTlo ansxvavebda cnebebs “sityvis Tavisufleba” da “sityvis
Tavisufleba komerciuli mizniT”, magram Semdeg miiRo
gadawyvetileba imis Sesaxeb, rom komerciuli mizniT sityvis
Tavisuflebas aqvs dacvis ufleba konsti-tuciis pirveli Sesworebis
Tanaxmad;
2.adamianis pirad cxovrebaSi Caurevlobis uflebis darRvevis sakiTxi.
dReisaTvis arsebobs sasamarTlos mier miRebuli norma imis Sesaxeb,
rom cnobili adamianebis “tyupiscalebis” reklamis mizniT gamoyeneba
SeiZleba dakvalificirdes, rogorc pirad cxovrebaSi Careva.
alkoholuri da Tambaqos nawarmebis sakiTxebSi sagadasaxa-do
sammarTvelos ufleba aqvs SeaCeros, anulireba moaxdinos an uari
uTxras produqciis warmoebis ganaxlebaze im kompaniebs, romlebic
SemCneulni arian sareklamo kanonmdeb-lobis darRvevaSi. kavSiris
federaluri komisia aris organo, romelic aregulirebs masobrivi
informaciis farTosamauw-yeblo saSualebebs da Zalaufleba aqvs,
Sewyvitos gadacemebi, maT Soris reklamac, romelsac SecdomaSi Sehyavs
momxmarebeli an gamoirCeva cudi gemovnebiT. Mmocemuli komisia Seiqmna
1934 wels farTosamauwyeblo kavSirisgan sazogadoebriobis dacvis mizniT.
Ees saxelmwifo organo Tvalyurs adevnebs mxolod im reklamas, romelic
gaxda ukmayofilebis mizezi, da mWidrod TanamSromlobs fsk-Tan
yvelaferSi, rac Seexeba matyuara da SecdomaSi Semyvan reklamas.
komunikaciis saSualebebis federaluri komisia dafuZnebu-lia 1934
wels kanoniT “komunikaciis saSualebebis Sesaxeb”. Mmis kompetenciaSi
Sedis: televizia, radio, satelefono kavSiri da telegrafi, iribad
akontrolebs reklamas yvela saeTero sadgurebisTvis licenziebis
miniWebiTa da anuli-rebiT.
momxmarebelTa saqmeebis sammarTvelo Seqmnilia federalur
mTavrobasTan, 1971 wels. igi informacias agrovebs da aqveynebs
momxmarebelTa uflebebis dacvis sferoSi federaluri mTavrobis
saqmianobis Sesaxeb, yovelTviurad uSvebs sainformacio biuletenebs,
romelic Seicavs “momxmareblis saganmanaTleblo kuTxes”.
samomxmareblo saqonlis usafrTxoebis komisia Seiqmna 1972 wels
praqtikaSi potenciurad saxifaTo saqonlis standartebis Seqmnisa da
realizaciisaTvis. sxva movaleobebTan erTad, dakavebulia sareklamo
saqmianobaSi im darRvevebis gamoZiebiT, romelTa Sesaxeb cnobili xdeba
momxmareblis an momxmare-belTa sazogadoebisgan. mudmivi darRveva dasjis
safuZveli xdeba, romelic xorcieldeba iusticiis saministros mier.
aSS-s safosto samsaxuri akontrolebs cru reklamas, pornografias,
cru winadadebebsa da garantiebs. Aam organos xelewifeba Sewyvitos im
firmebisa da pirebis safosto gzavnilebis mitana, romlebic borotad
sargebloben safosto momsaxurebiT. Mmyidvelebs, romlebic fostiT iReben
reklamas da miaCniaT is, magaliTad, seqsualurad aRmaSfoTeblad,
SeuZliaT moiTxovon safosto samsaxurSi, rom am gamgzavnisgan gzavnilebi
masTan aRar midiodes.
sakvebi produqtebisa da samedicino preparatebis sammarT-velo
markirebisa da SefuTvis wesebis regulirebasTan erTad, axorcielebs
sakvebi produqtebisa da samedicino preparatebis reklamis kontrols.
patentebisa da savaWro markebis sammar-Tvelo axorcielebs savaWro
markaze, komerciul dasaxelebasa da safirmo niSnebze uflebis
kontrols.
kongresis biblioTeka axorcielebs saavtoro uflebebis dacvis
kontrols. saavtoro uflebebis kanoniereba uzrunvel-yofs adamianebs
Tavisi Semoqmedebis Sedegebze monopoliiT garkveuli drois ganmavlobaSi.
kongresis biblioTeka exmareba saavtoro uflebebis dacvaSi da
axorcielebs reklamis SemqnelTagan saavtoro samuSaoebis dacvis mTel
rig Ronis-Ziebebs.
sapatento biuroebi Tvalyurs adevneben saregistracio markebis
registracias, maT Soris savaWro markebisa da korporatiul an maRaziebis
dasaxelebas, agreTve maT saiden-tifikacio simboloebs. am registraciis
procesi unikalur savaWro markebs icavs konkurentTa Tavdasxmisagan.
savaWro marka saqonlisaTvis sakomunikacio saSualebebis ganmsazRv-relia
da Zalian mniSvnelovania reklamaSi.
reklamis udidesi nawili xvdeba Statebs Soris komer-ciuli kavSiris
kategoriaSi da amitomac regulirdeba federalur doneze. Statis SigniT
sareklamo gancxadebebi adgilobriv gazeTebSi, televiziasa da radioSi
regulirdeba momxmarebelTa uflebebis dacvis sakuTari kanonmdeblobiT
(igi moicavs sareklamo saqmianobis sxvadasxva mxares), agreTve adgilze
Sesabamisi sammarTveloebiTa da komisiebiT. momxmare-belTa uflebebis
dacvis kanonebis mixedviT, romlebsac xandaxan “fsk-s mcire normebs”
uwodeben, Statebs ufleba aqvT TviTon ganaxorcielon gamoZieba da
kanonis damrRvevTa dasja. yvela Statis prokurors ufleba aqvs saqme
aRZras zogaderovnuli reklamis SemqnelTa winaaRmdeg, romelTa reklamac
Cndeba StatSi.
sareklamo saqmianobis arasaxelmwifoebrivi regulireba moicavs TviT
reklamis SemqnelTa mxridan TviTregulirebas, normebsa da
rekomendaciebs, romlebsac icaven sxvadasxva organizaciebi, saqmiani
praqtikis srulyofis kontrols, qcevis eTikis kodeqssa da nabeWdi da
saeTero masobrivi informaciis saSualebebis wesebs da agreTve, normebs
dargs SigniT.
zemoT warmodgenili msjelobis safuZvelze SeiZleba Seiqmnas
STabeWdileba, rom TiTqos mTeli sareklamo biznesi da reklamis
Semqnelni unda imyofebodnen mTavrobis mxridan mzrunveli marTvis qveS,
radganac aseTi kontrolis gareSe reklama savse iqneba eTikis
darRvevebiT. Tumca msgavsi varaudi Sorsaa WeSmaritebisgan. dasavleTSi
reklamis SemqnelTa didi umravlesoba icavs sazogadoebrivi marketingis
principebs, romelic wamoayena f. kotlerma. es aris koncefcia, romlis
Tanaxmadac aucilebelia kompaniis, momxmareblisa da sazoga-doebis
interesTa balansis uzrunvelyofa.
reklamis Semqmnelebs Segnebuli aqvT, rom maT mier gamoSvebuli
reklama imyofeba milionobiT momxmareblisa da aTobiT sxvadasxva
sakanonmdeblo organos yuradRebis qveS. Sesabamisad, maTTvis
sasicocxlod mniSvnelovania sakuTari Tavis imaze mkacrad regulireba,
vidre amas akeTeben zemoT ganxiluli samTavrobo organoebi.
TviTregulirebis sistemis gamoyeneba gvarwmunebs, rom `sazogadoebrivi
marketingis~ Teoria sul ufro realuri xdeba. TviTdisciplina SeiZleba
gamoixatos eTikuri kodeqsebis SeqmniTa da cxovrebaSi gatarebiT, eTikis
specialistebis mier eTikuri sakiTxebis regulirebiT. arsebiTad, yvela
ZiriTad reklamis Semqnelsa da sareklamo saagentos firmis SigniT aqvs
meqanizmebi eTikuri da samarTlebrivi problemebis TvalsazrisiT
reklamis gansaxil-velad. aSS-Si zogierTma maTganma SeimuSava qcevis
sakuTari kodeqsi, reklamis kriteriumebi. Mmsgavsi praqtika miRebulia
saerTaSoriso donezec. niderlandebis sareklamo industriaSi yvela
saagentoSi niSnaven e.w. “eTikis oficers”, romelic pasuxismgebelia
holandiis sareklamo kodeqsis dacvaSi. Sveciis sareklamo saagentoebSi
arian Semsrulebeli xelmZRva-nelebi, romlebsac miRebuli aqvT
specialuri ganaTleba da floben marketingis kanonebis gamoyenebis
praqtikas. maT uwodeben “pasuxismgebel redaqtors”.
rogorc minimumi, sareklamo saagentoebi SemoTavazebuli reklamis
TiToeul elements firmis SigniT afaseben. Tu davfiqrdebiT, ramdenad
yuradRebiT akritikeben TiToeul sityvas, suraTs an intonacias, Znelia
imis warmodgena, rom amis Semdeg romelime reklama SeiZleba aRmoCndes
araeTikuri.
ganvixiloT reklamaSi TviTregulirebis organoTa Semad-genloba da
mokled davaxasiaToT isini.
reklamis SemqmnelTa da sareklamo saagentoebis erToblivi
Zalisxmevis Sedegad TviTregulirebis saqmeSi yvelaze efeqturi cdebi
xorcieldeba reklamis mimoxilvis sabWos (rms) da biznesis gaumjobesebis
biuros (bgb) mier. 1971 wels ramdenime profesiuli sareklamo asociaciisa
da bgb-s sabWos mier daarsda erovnuli reklamis mimoxilvis sabWo. Aam
sabWos mTavari mizania molaparakebis warmoeba im erovnuli reklamis
nebayoflobiTi moxsnis Sesaxeb, romelsac profesionalebi uaryofiTad
afaseben. Bbgb-s sabWos erovnuli reklamis ganyofileba da erovnuli
reklamis mimoxilvis mmarTveloba (ermm) warmoadgenen erovnuli reklamis
mimoxilvis sabWos (erms) marjvena xels.
erovnuli reklamis ganyofileba (erg) _ mudmivad momqmedi organoa,
romlis Stati muSaobs sruli samuSao dRis ganmavlobaSi da Sedgeba
sareklamo biznesis specialis-tebisagan. es adamianebi afaseben
momxmareblis, momxmarebelTa jgufis, samrewvelo organizaciebisa da
sareklamo firmebis saCivrebs. (erg) agreTve atarebs reklamis
monitorings. saCivris miRebis SemTxvevaSi, mas SeuZlia mosTxovos
reklamis damkveTs, daadasturos reklamaSi warmodgenili gancxadeba. Tu
aseTi dadastureba araadekvaturi iqneba, maSin, mas mosTxoven an Secvalos
ukmayofilebis gamomwvevi reklama, an saerTod moxsnas is. Tu
damakmayofilebeli gadawyvetileba ver moiZebneba, maSin saqme gadaecema
erms-s.
erovnuli reklamis mimoxilvis sabWo (erms) aris 50 adamianisgan
Seqmnili samarTlebrivi regulirebis jgufi, romelic warmoadgens
erovnuli reklamis damkveTs, sareklamo saagentoebs da sxva dargis
profesionalebs. rodesac romelime saqme erms-Si xvdeba, maSin iqmneba 5
wevrisagan Semdgari jgufi, romelTa ricxvSic Sedis reklamis sami
damkveTi, sareklamo saagentos wevri da sazogadoebis warmomadgeneli. es
Jiuri ixilavs saCivars, Semdgom awyobs mosmenas, sadac bralmdebels aqvs
monawileobis ufleba. Tu amis Semdeg saqme gadauwveteli rCeba, erms-s
SeuZlia:
1) moaxdinos reklamis damkveTis saxalxo identificireba da gaacnos
sazogadoebas saqmesTan dakavSirebuli faqtebi;
2) gadasces saCivari Sesabamis saxelmwifo organos (Cveulebriv fsk-s).
adgilobriv doneze TviTregulirebas axdens biznesis gaumjobesebis
biuro (bgb). misi funqcia bevr rameSi hgavs samarTlebrivi regulirebis
erovnuli organoebis funqciebs, magram damatebiT, igi uzrunvelyofs
adgilobriv bizness konsultaciuri mxardaWeriT yvelaferSi, rac Seexeba
reklamis samarTlebriv aspeqts. Tumca bgb ar asrulebs aranair Zalauf-
lebriv funqcias, igi Rebulobs da ganixilavs saCivrebs, agreTve adgens
damrRvevTa dosies. Bbiuro agreTve exmareba oficialur samarTlebrivi
iZulebis adgilobriv organoebs damrRvevTa sasamarTlos wesiT dasjaSi.
imaTi saqmeebi, romlebic ar eTanxmebian erovnuli reklamis
ganyofilebis gadawyvetilebas, gadaecema reklamis analizis erovnul
kolegias, romelsac SeuZlia daadasturos, Secvalos an mTlianad
gadaxedos saqmiani praqtikis srulyofaSi reklamis erovnuli
ganyofilebis daskvna.
Tumca saqonlis Sesaxeb informacias sareklamo saagentos awvdis
damkveTi, igi valdebulia gaaanalizos da Seamowmos yvela faqti, SeuZlia
moTxovos damkveTs sareklamo informa-ciis dadastureba. im SemTxvevaSi,
Tu is miawvdis cru informacias, gvrCeba iurist-konsultis imedi,
romelic periodulad amowmebs sareklamo informacias.
aSS-Si sareklamo saqmianobaSi aqtiur rols TamaSobs momxmarebelTa
uflebebis dacvis organizacia. misi funqciebia: organizaciis wevrebs
Soris informaciis gacvla da gavrce-leba, saCivrebis ganxilva dawyebuli
gamoZiebiT damTavrebuli sasamarTloSi saCivris SetaniT.
garda amisa, aSS-Si arsebobs specialuri gamocemebi reklamis
sakiTxebSi (gazeTebi da Jurnalebi), romelTa Soris yvelaze popularulia
Jurnali “reklamis saukune”. TiTqmis yvela gazeTs aqvs sakuTari kodeqsi,
romelic aregulirebs reklamasTan muSaobis wess. masobrivi informaciis
TiToeul calkeul saSualebas miniWebuli aqvs imis sruli Tavisufleba,
miiRos Tu ara konkretuli reklama. televiziaSi arsebobs mkacri wesebi,
aris saeTero normebis ganyofileba, romelsac ufleba aqvs daubrunos
sareklamo rgoli avtors. rac Seexeba mTavar satelevizio arxebs, maTTvis
ZiriTadi standartia reklamis mimoxilvis sabWos saxelmZRvanelo
miTiTebebi da debulebebi.
kontroli sareklamo saqmianobaze, pirvel rigSi, xorciel-deba
sakanonmdeblo aqtebis safuZvelze. PsaerTaSoriso praqtikaSi didi xania
cnobilia sareklamo saqmianobis regulirebis kanonebi. pirvelad reklamis
mwarmoebelTa qcevis wesebi Camoyalibebul da gamoqveynebul iqna 1973
wels, is cnobilia parizis saerTaSoriso savaWro palatis sareklamo
normebis kodeqsis saxelwodebiT da masSi eqvsjer iqna Setanili
Sesworebebi.
sareklamo praqtikis saerTaSoriso kodeqsi miRebul iqna reklamis
muSakTa asociaciis wevrebis krebis mier 1992 wels. Kkodeqsi reklamas
ganixilavs, rogorc gamyidvelsa da myidvels Soris urTierTobis
saSualebas da aRiarebs rogorc sareklamo procesis yvela monawilis
pasuxismgeblobas myid-velisa da sazogadoebis mimarT, ise biznesisa da
myidvelis interesebs Soris samarTliani balansis uzrunvelyofis
aucileblobas.
sareklamo praqtikis kodeqsi warmoadgens, upirveles yovlisa,
TviTdisciplinis kodeqss, magram amasTan erTad, igi gankuTvnilia
sasamarTlo an saarbitraJo praqtikaSi sacno-baro masalis saxiT
gamosayeneblad.
kodeqsi adgens eTikur standartebs, romliTac unda ixelmZRvanelon
reklamis procesis yvela monawilem: reklamis damkveTebma, sareklamo
produqciis Semsruleblebma, reklamis Semsruleblebma da
gamavrceleblebma. kodeqsis Sinaarss safuZvlad udevs reklamis normebi:
keTilSobileba, patiosneba, samarTlianoba, Sedareba, mtkicebuleba,
konkurentis usafuZ-vlo diskreditaciis dauSvebloba, pirovnebis
uflebaTa dacva, reputaciis gamoyeneba, imitacia, usafrTxoebis
uzrunvelyofa da sxva.

b) saqarTvelos gamocdileba. saqarTveloSi sareklamo saqmianobis

regulireba xorcieldeba `reklamis Sesaxeb~ saqarTvelos kanonis
Sesabamisad, romelic miRebulia 1998 wels (18 Tebervali), rogorc
cnobilia, saqarTvelos damouki-deblobis miRebidan am periodamde didi
dro ar aris gasuli. amdenad, sareklamo saqmianobac biznesis axali
dargia da saWiro iyo aRniSnuli kanoni dafuZnebuliyo saqarTvelos
moqmed konstitucias, ganvlil periodSi dagrovil sakuTar gamocdilebas
da ucxour praqtikas – saerTaSoriso xelSekrulebebsa da SeTanxmebebs.
kanoni aregulirebs saqarTvelos sasaqonlo (samuSaoTa, momsaxurebis)
da safinanso bazrebze (fasiani qaRaldebis bazris CaTvliT) reklamis
warmoebis, ganTavsebisa da gavrce-lebis dros warmoqmnil samarTlebriv
urTierTobebs. misi mizania reklamis sferoSi jansaRi konkurenciis
ganviTareba, sazogadoebrivi interesebis, reklamis subieqtebisa da
momxmarebelTa uflebebis dacva, arasaTanado reklamis Tavidan acileba
da aRkveTa.
kanoni vrceldeba saqarTvelosa da ucxo qveynebis fizikur da
iuridiul pirebze, romlebic dadgenili wesiT registra-ciis safuZvelze
awarmoeben, ganaTavseben da avrceleben reklamas saqarTveloSi. igi aseve
gamoiyeneba im SemTxvevaSic, rodesac saqarTvelos farglebs gareT
saqarTvelos fizikur da iuridiul pirTa qmedeba reklamis sferoSi
iwvevs (SeiZleba gamoiwvios) Sesabamis uaryofiT Sedegebs (konkurenciis
SezRudva, sxva fizikur da iuridiul pirTa SecdomaSi Seyvana)
saqarTvelos teritoriaze.
kanoni ar vrceldeba politikur reklamaze da fizikur pirTa im
gancxadebebze, romlebic uSualod ar aris dakav-Sirebuli biznesTan.
biznesis eTikis TvalsazrisiT kanonSi Semotanilia metad
mniSvnelovani terminebi: arasaTanado, arakeTilsindisieri, arasarwmuno,
araeTikuri, aSkarad yalbi reklama da sxva, romelTa Sinaarsi da maTi
dacva ganapirobeben biznesis warmoebis eTikur principebs:
arasaTanado reklama _ arakeTilsindisieri, arasarwmuno, araeTikuri,
aSkarad yalbi an sxva reklama, romelSic darRveulia misi Sinaarsis,
drois, adgilis an gavrcelebis wesis Sesaxeb saqarTvelos
kanonmdeblobiT dadgenili moTxovnebi.
arakeTilsindisieri reklama _ reklama, romelic Seicavs
reklamirebadi saqonlis arakoreqtul Sedarebebs sxva fizikur da
iuridiul pirTa saqonelTan, konkurentis an mesame piris saxelis,
Rirsebisa da reputaciis Semlaxav gamoTqmebs, axdens im fizikur da
iuridiul pirTa diskreditirebas, romlebic ar sargebloben
reklamirebadi saqonliT, agreTve romelsac fizikur pirTa ndobis anda
maTi codnisa da gamocdilebis ukmarisobis borotad gamoyenebiT
SecdomaSi Sehyavs momxmarebeli reklamirebadi saqonlis Tvisebebis
Sesaxeb.
arasarwmuno reklama _ reklama, romelic Seicavs sinamdvilesTan
Seusabamo monacemebs reklamis damkveTis, saqonlis Tvisebebis,
Semadgenlobis, damzadebis adgilis, we-sis, TariRis, daniSnulebis,
samomxmareblo Tvisebebis, gamoye-nebis pirobebis, sertifikatis niSnebis,
saxelmwifo standar-tebTan Sesabamisobis, raodenobis, bazarze saqonlis
arsebobis, misi aRniSnuli raodenobiT miTiTebul adgilze da vadaSi
SeZenis SesaZleblobis, reklamis gavrcelebisas saqonlis Rirebulebis
(fasis), anazRaurebis damatebiTi pirobebis, saqon-lis mitanis, dabrunebis,
SekeTebis, sagarantio valdebule-bebis, vargisianobis vadis, saxelmwifo
simbolikis (droSa, gerbi, himni) gamoyenebis uflebis, oficialuri
aRiarebis (madlobis, prizebis, diplomebisa da sxva jildoebis miReba),
gamokvlevisa da gamocdis Sedegebis, saqonelze moTxovnis faqtobrivi
moculobis Sesaxeb.
araeTikuri reklama _ reklama, romelic fizikur pirTa erovnebis,
rasis, profesiis, socialuri kuTvnilebis, asakis, sqesis, enis, religiis,
politikuri da filosofiuri mrwamsis mimarT Seuracxmyofeli sityvebisa
da Sedarebebis gamoyenebiT arRvevs sayovelTaod aRiarebul humanur da
zneobriv normebs, xelyofs erovnul da msoflio kulturul saganZurSi
Semaval xelovnebis obieqtebs, istoriul da arqiteqturul Zeglebs,
bRalavs saxelmwifo simbolikas (droSa, gerbi, himni), saqarTvelos an sxva
saxelmwifos erovnul valutas, religiur simboloebs, fizikur an
iuridiul pirebs, maT saqmianobas, profesias an saqonels.
aSkarad yalbi reklama _ reklama, romlis meSveobiTac reklamis
damkveTs (reklamis mwarmoebels, reklamis gamav-rcelebels) ganzrax
Sehyavs SecdomaSi reklamis momxmarebeli.
kontrreklama _ arasaTanado reklamis uaryofis gavrceleba.
aseve, kanoni iTvaliswinebs adamianis janmrTelobaze da garemoze sxva
uaryofiTad moqmedi saqonlis (momsaxurebis) reklamis regulirebas,
risTvisac Semoaqvs Semdegi terminebi da maTi ganmartebebi:
Tambaqos nawarmis reklama _ reklama, romelic Seicavs Tambaqos
nawarmis an Tambaqos nawarmis mwarmoebeli firmis sasaqonlo niSans,
logotips, Tambaqos nawarmis, misi kolofis, yuTis, moxmarebis procesis an
masTan dakavSirebuli qmedebis demonstrirebas.
alkoholiani sasmelis reklama _ reklama, romelic Seicavs
alkoholiani sasmelis an alkoholiani sasmelis mwarmoebeli firmis
sasaqonlo niSans, logotips, alkoholiani sasmelis, misi taris,
moxmarebis procesis an masTan dakavSirebuli qmedebis demonstrirebas.
magari spirtiani sasmelis reklama _ alkoholiani sasmelis reklama,
romlis SemadgenlobaSi spirtis Semcveloba aRemateba 14 procents.
seqsualuri xasiaTis produqciis reklama – reklama, romelic Seicavs
im produqciis demonstrirebas, romelic emsaxureba seqsualuri
moTxovnilebebis dakmayofilebas, maT Soris, seqsualuri darRvevebis
profilaqtikisa da mkurnalo-bisaTvis gankuTvnili samedicino nawarmisa.
moviyvanoT mokled reklamis Sesaxeb kanonis ZiriTadi debulebebi da
Sinaarsi:

zogadi moTxovnebi reklamisadmi

 reklama misi wardgenis momentSive gasagebi unda iyos specialuri
codnisa da teqnikuri saSualebebis gamouye-neblad, rogorc uSualod
reklama.
 reklama saqarTvelos mTel teritoriaze vrceldeba saxelmwifo
enaze. es moTxovna ar exeba im gadacemebsa da gamocemebs, romlebic
vrceldeba sxva enaze, agreTve ar exeba warweras saqonlis
gamosaxulebaze, garda sasaqonlo niSnisa, xolo saqarTveloSi
ganTavsebuli, sxva enaze registrirebuli sasaqonlo (momsaxurebis)
niSnis (logo-tipis) mflobels evaleba misi transliteraciis wesiT
gadmocema qarTul enaze.
 ucxo enaze Sesrulebuli warwera zomiT (yvela SemTxve-vaSi) da
raodenobiT (garda teleproduqciisa) ar unda aRematebodes
saxelmwifo enaze Sesrulebul (translire-bul) formas.
 orenovani manaTobeli warweris gamoyenebis SemTxvevaSi aucilebelia
obieqtze gakeTebuli yvela warwera (qarTu-lic da ucxouric) iyos
erTnairad ganaTebuli da kiTxvadi.
 dauSvebelia im saqonlis reklamireba, romlis warmoeba da
realizaciac akrZalulia saqarTvelos kanonmdeblobiT an saWiroebs
specialur nebarTvas (licenzias), magram aseTi nebarTva ar aris
miRebuli; agreTve im ekonomikuri agentis reklamireba, romlis
saqmianobac saWiroebs specialur nebarTvas (licenzias), magram aseTi
nebarTva ar aris miRebuli.
 im saqonlis reklamas, romlis sertificirebac aucile-belia, unda
axldes aRniSvna "sertificirebulia".
 akrZalulia arasaTanado reklamis ganTavseba da gavrce-leba. igi
Cadenili qmedebis, sazogadoebrivi saSiSroebis xarisxisa da xasiaTis
Sesabamisad iwvevs saqarTvelos kanonmdeblobiT dadgenil
pasuxismgeblobas.
 akrZalulia reklamaSi fizikuri piris gamosaxulebis an saxelis
gamoyeneba misi nebarTvis gareSe.
 reklamaSi gansakuTrebuli uflebebis obieqtebis (inteleq-tualuri
sakuTrebis) gamoyeneba SeiZleba saqarTvelos kanonmdeblobiT
gaTvaliswinebuli wesiT.
 reklama ar unda ubiZgebdes moqalaqeebs Zaladobis, agresi-isa da
qaosisaken, ar unda mouwodebdes maT saSiSi qmedebisaken, romelsac
SeuZlia ziani miayenos adamianis janmrTelobas an daemuqros mis
usafrTxoebas.
 ucxo qveynidan saqarTveloSi gavrcelebuli (translire-buli)
reklama, romelic ewinaaRmdegeba saqarTvelos kanon-mdeblobas
reklamis Sesaxeb, unda aRikveTos saqarTvelos kanonmdeblobisa da
saerTaSoriso xelSekrulebebis Sesabamisad.
 akrZalulia seqsualuri xasiaTis produqciis reklamire-bisas
arasrulwlovanTa gamosaxulebis an xmis nebismieri formiT
gamoyeneba.

reklama masobrivi informaciis saSualebebSi

 arasareklamo radio-, tele-, video-, audio- da kinoproduqciaSi,
agreTve beWdviT gamocemebSi akrZalulia reklamis momxmarebelTa
yuradRebis erTdrouli aqcenti-reba saqonlis konkretul markaze
(modelze, artikulze), damamzadebelze, Semsrulebelze an
gamyidvelze, im winaswari miTiTebis gareSe, rom es aris reklama.
 akrZalulia qvemoT CamoTvlili radio- da telegada-cemebis reklamiT
Sewyveta:
o sabavSvo da religiuri gadacemebi;
o saqarTvelos prezidentis gamosvla, saqarTvelos par-lamentis
plenaruli sxdomebi, oficialuri saxelmwifo RonisZiebebi,
saxelmwifo pirTa oficialuri gamos-vlebi;
o gadacemebi, romelTa xangrZlivoba 15 wuTze naklebia
 saganmanaTleblo gadacemebi reklamiT SeiZleba Sewydes ara umetes 15
 wuTSi erTxel da ara umetes 45 wamiT, xolo gadacemebi, romelTa
xangrZlivoba 1 saaTze naklebia, _ ara umetes 3-jer translaciis
ganmavlobaSi (gadacemebi, romelTa xangrZlivobaa 15 wuTidan 30
wuTamde _ erTjer, 30 wuTidan 45 wuTamde _ 2-jer, 45 wuTidan 1
saaTamde _ 3-jer).
 dafarvis saxiT reklamirebisas, maT Soris, "moZravi striqonis"
gamoyenebiT, misi zoma ar unda aRematebodes kadris farTis 7
procents.
 radio- da telegadacemebSi reklama dRe-Ramis ganmavlobaSi ar unda
aRematebodes mauwyeblobis saerTo moculobis 15 procents, xolo
yoveli erTi saaTi saeTero drois ganmavlobaSi _ 20 procents, garda
socialuri reklamisa da specializebuli sareklamo radio- da
telegadacemebisa, romlebic registrirebulia, rogorc sareklamo
gadacemebi.
 akrZalulia kino- da videomomsaxurebaSi filmis demon-strirebis
Sewyveta reklamiT, garda seriebs (nawilebs) Soris Sesvenebebisa.

gare reklama
 gare reklama ar unda hgavdes sagzao niSnebsa da maCveneblebs; man ar
unda gaauaresos am niSnebis, maCveneblebisa da gzis xilvadoba,
safrTxe ar unda Seuqmnas transportisa da qveiTad mosiaruleTa
moZraobas. Senoba-nagebobebze gavrcelebuli reklama ar unda
auaresebdes maT arqiteqturul iersaxes da konstruq-ciulad mdgradi
unda iyos. nebismieri saxiT gavrcele-buli gare reklama ar unda
amaxinjebdes erovnul da msoflio kulturul saganZurSi Semaval
istoriul da arqiteqturul Zeglebs.
 gare reklamis ganTavsebasa da gavrcelebaze nebarTvas gascemen
adgilobrivi TviTmmarTvelobisa da mmarTvelobis organoebi
werilobiTi formiT, reklamis SinaarsSi Caurev-lad.
 adgilobrivi TviTmmarTvelobisa da mmarTvelobis orga-noebs unda
hqondeT gare reklamis gavrcelebis gegma (reklamis zomis, formisa da
mizanSewonilobis gaTvalis-winebiT), romelic winaswar unda iyos
SeTanxmebuli:

reklama satransporto saSualebebze

 satransporto saSualebebze reklamis gavrceleba xdeba Sesabamisi
satransporto saSualebis mesakuTresTan (an pirTan, romelsac aqvs
satransporto saSualebis flobis ufleba) dadebuli xelSekrulebis
safuZvelze, Tu kanoniT an xelSekrulebiT sxva ram ar aris
gaTvaliswinebuli.
 moZraobis usafrTxoebis dacvis mizniT satranporto saSualebebze
reklamis gavrcelebis SezRudvisa da akrZalvis SemTxvevebs
gansazRvravs saqarTvelos Sinagan saqmeTa saministros Sesabamisi
organo.

alkoholiani sasmelebisa da Tambaqos nawarmis reklama

 alkoholiani sasmelebisa da Tambaqos nawarmis reklama, gavrcelebis
wesis miuxedavad, ar unda qmnides STabeW-dilebas, rom alkoholis an
Tambaqos gamoyeneba xels uwyobs fizikuri da fsiqikuri mdgomareobis
 gaumjobe-sebas, sazogadoebriv Tu sportul sarbielze warmatebis
miRwevas.
 reklama ar unda axdendes alkoholis an Tambaqos gamoyene-bisagan
Tavis Sekavebis diskreditirebas. amasTan, igi ar unda Seicavdes
informacias maTi dadebiTi samkurnalo Tvisebebis Sesaxeb.
 akrZalulia magari spirtiani sasmelebisa da Tambaqos nawarmis
reklamis nebismieri saxiT gavrceleba qalaqebisa da sxva
dasaxlebuli punqtebis gamzirebze, xidebze, moednebze (da maT
mimdebare teritoriaze 20 metris farglebSi) da satransporto
saSualebebze.
 akrZalulia alkoholiani sasmelebisa da Tambaqos nawarmis reklamis
mimarTva uSualod arasrulwlovnebisadmi, agreT-ve aseTi reklamis
nebismieri saxiT gavrceleba arasrulwlovanTaTvis gaTvaliswinebul
kino- da videomom-saxurebaSi, radio- da telegadacemebSi, beWdviT
gamoce-mebSi.
 akrZalulia alkoholiani sasmelebisa da Tambaqos nawarmis reklamis
gavrceleba sabavSvo, saswavlo da samedicino dawesebulebebSi,
kulturisa da sportis organizaciebSi, agreTve maTgan 100 metris
radiusSi.
 alkoholiani sasmelebisa da Tambaqos nawarmis reklama ar unda
Seicavdes aseTi sasmelebisa da nawarmis moxmarebis procesis
demonstrirebas, mowodebebs maTi gamoyenebis Sesaxeb, Tambaqos
nawarmis kolofis, yuTis da alkoholiani sasmelebis taris gaxsnil
mdgomareobaSi demonstrirebas, agreTve ar unda arRvevdes
sayovelTaod aRiarebul humanur, eTikur da eTnofsiqologiaSi
damkvidrebul zneobriv normebs.
 akrZalulia magari spirtiani sasmelebisa da Tambaqos nawarmis
reklamis gavrceleba radiosa da televiziis saSualebiT, gazeTebis
kabadonebze, Jurnalebis garekanze.
 Tambaqos nawarmis reklamis gavrcelebas (garda radiosa da
televiziis saSualebiT) unda axldes gafrTxileba Tambaqos mowevis
mavneblobis Sesaxeb. Tambaqos nawarmis reklama, kerZod, unda
Seicavdes didi Savi asoebiT TeTr fonze garkveviT daweril teqsts:
"jandacvis saministro gafrTxilebT: moweva mavnebelia Tqveni
janmrTelobisaT-vis". am reklamaSi agreTve unda figurirebdes erT-
erTi Semdegi gancxadebaTagani: "moweva iwvevs kibos", "moweva iwvevs
gulis daavadebebs", "moweva iwvevs naadrev sikvdils", "moweva
orsulobis dros safrTxes uqmnis nayofis janmrTelobas", "pasiuri
moweva saSiSia janmrTelobisaTvis". amgvari informacia unda avsebdes
reklamis mTeli moculobis aranakleb 10 procents.
 radio da televiziis saSualebebiT Tambaqos nawarmis reklamirebisas
saqarTvelos Sromis, janmrTelobisa da socialuri dacvis
saministros mier damtkicebuli infor-macia Tambaqos mowevis
mavneobis Sesaxeb unda iyos gaxmovanebuli.

seqsualuri xasiaTis produqciis reklama:

 akrZalulia seqsualuri xasiaTis produqciis reklamis gavrceleba
radiosa da televiziis saSualebiT, gazeTebis kabadonebsa da
Jurnalebis garekanze. akrZalva ar vrceldeba seqsualuri xasiTis
 samkurnalo-profilaqtikur saSualebebsa da samedicino nawarmze, Tu
es aucilebelia adamianis janmrTelobis usafrTxoebis
uzrunvelsayofad. aseT SemTxvevaSi aRniSnuli produqciis reklamis
ganTav-seba da gavrceleba xorcieldeba saqarTvelos kanonmdeblobiT
dadgenili wesiT.

samedicino nawarmis (momsaxurebis) reklama

 akrZalulia samkurnalo saSualebebis, samedicino daniSnulebis
nakeTobaTa da samedicino teqnikis reklamis gavrceleba, Tu maT
warmoebaze da/an realizaciaze ar aris gacemuli nebarTva; agreTve
mkurnalobis, profilaqtikis, diagnostikisa da reabilitaciis
meTodebis reklamis gavrceleba, Tu aseT momsaxurebaze ar aris
saqarTvelos janmrTelobis dacvis organoebis mier gacemuli
specialuri nebarTva, aRniSnul sferoSi gamogonebaze patentis
miRebis SemTxvevaSic ki.
 akrZalulia wamlis Sesaxeb iseTi reklamis gavrceleba, romelic
arwmunebs momxmarebels, rom misi gamoyenebi-saTvis saWiro ar aris
eqimis konsultacia, ara aqvs Tanmxlebi movlenebi, misi gamoyeneba
sagrZnoblad gaaumjobesebs janmrTelobas, xolo gamouyenebloba
gaauaresebs mas, rom wamlebi SeiZleba gamoyenebul iqnes, rogorc
kvebis produqtebi, kosmetikuri saSualebebi an moxmarebis sxva sagani.
 akrZalulia saqarTveloSi araregistrirebuli samkurnalo
saSualebebis, agreTve im samkurnalwamlo saSualebebis reklamis
gavrceleba, romlebic gaicema mxolod eqimis receptiT da/an Seicavs
narkotikul, fsiqotropul, SxamSemcvel an radiaqtiur nivTierebebs.
 samedicino daniSnulebis nakeTobaTa da samedicino teqni-kis reklamis
gavrceleba, romelTa gamoyeneba moiTxovs specialur momzadebas,
SeiZleba im beWdviT gamocemebSi, romlebic gankuTvnilia samedicino
da farmacevtuli dar-gis muSakebisaTvis.
 akrZalulia savaWro obieqtebis abrebze diabetisa da sxva
daavadebebis xseneba.

Cvil bavSvTa xelovnuri kvebis reklama:

 akrZalulia Cvil bavSvTa xelovnuri kvebis produqtebis (garda
damatebiTi sakvebisa), sawovriani boTlebisa da satyuarebis nebismieri
saxis reklama.

iaraRis reklama:
 akrZalulia sabrZolo iaraRis reklamis gavrceleba. yvela sxva saxis,
maT Soris, sanadiro, sportuli iaraRis reklamis gavrceleba
SeiZleba specialuri nebarTvis safuZvelze, romelsac gascems
saqarTvelos Sinagan saqmeTa Sesabamisi organo.

fasiani qaRaldebis reklama:

 fasiani qaRaldebis gamoSvebisa da ganTavsebis Sesaxeb reklamis
gavrcelebis mizania informatiuloba. fasiani qaRaldebis SeTavazeba
da miwodeba xdeba mxolod maTi emisiis prospeqtis meSveobiT.
 fasiani qaRaldebis Sesaxeb reklamaSi miTiTebuli unda iyos:
a) emitentis dasaxeleba;
 b) anderraiteris dasaxeleba da misamarTi;
g) ganTavsebisaTvis pasuxismgebeli pirebis vinaoba da misamarTi;
d) sad da visTan SeuZlia potenciur investors SeiZinos emisiis
prospeqti an gaecnos mas;
e) licenziis nomeri da im organos dasaxeleba, romelmac gasca
licenzia.
 fasiani qaRaldebis Sesaxeb reklamis gavrcelebisas dauSvebelia:
a) fasiani qaRaldebis reklamis gavrceleba maTi emisiis prospeqtis
saxelmwifo registraciamde;
b) emisiis prospeqtSi aRniSnulis garda raime sxva informaciis
gavrceleba;
g) saqmianobis momavali efeqtianobis (momgebianobis) Sesaxeb nebismieri
garantiis, dapirebis an varaudis gancxadeba, maT Soris, fasiani
qaRaldebis sakurso Rirebulebis gazrdis Taobaze;
d) Cveulebriv aqciebze dividendebis garantirebuli sididis Cveneba;
e) emitentis mier sakuTari fasiani qaRaldebis TviT-kvotirebis
nebismieri cda da gamovlineba.

socialuri reklama:
 socialuri reklama warmoadgens sazogadoebrivi da saxelmwifo
interesebis sagans, mimarTulia saqvelmoqmedo miznebis misaRwevad,
mosaxleobis sicocxlis, janmrTelo-bisa da qonebis, agreTve garemos
dasacavad. socialuri reklamis ganTavsebasa da gavrcelebaze
nebarTvas, rekla-mis xasiaTidan gamomdinare, gascemen Sesabamisi
saxelmwifo da adgilobrivi TviTmmarTvelobisa da mmarTvelobis
organoebi.
 socialur reklamaSi ar unda iyos moxseniebuli komerciuli
organizaciebi da individualuri mewarmeebi, maTi saqonlis
konkretuli markebi (modelebi, artikulebi), agreTve im saqonlis
konkretuli markebi (modelebi, artikulebi), romelic warmoadgens
arakomerciuli organi-zaciebis damxmare samewarmeo saqmianobis
Sedegs.
 fizikuri da iuridiuli pirebis socialuri reklamis warmoebisa da
gavrcelebisaTvis usasyidlo saqmianoba, agreTve am pirTa mier
sakuTari qonebis, maT Soris, fuladi saxsrebis, sxva fizikuri da
iuridiuli pirebisaTvis am mizniT gadacema iTvleba saqvelmoqmedo
saqmianobad, romlisTvisac saqarTvelos kanonmdeblobiT
gaTvaliswinebulia SeRavaTebi.
 reklamis gamavrcelebeli organizaciebi, romelTa saqmia-nobac
mTlianad an nawilobriv finansdeba saxelmwifo biujetidan,
valdebulni arian ufasod ganaTavson saxelmwifo organos mier
warmodgenili socialuri reklama wliuri sareklamo drois (beWdviTi
farTis) aranakleb 5 procentis farglebSi.

sponsoroba:
 sponsoroba aris fizikuri an iuridiuli piris mier sxva fizikuri an
iuridiuli piris saqmianobaSi wvlilis (fuladi saxsrebis, qonebis,
inteleqtualuri moRvaweobis Sedegebis, momsaxurebis gawevis da
gaweuli momsaxurebis, samuSaos Sesrulebis saxiT) sponsoris mier
 warmoebuli saqonlis reklamis gavrcelebis pirobiT. sponsoruli
Senatani ganixileba reklamis Rirebulebad, xolo sponsori da
dasponsorebuli, Sesabamisad, reklamis damkveTad da reklamis
gamavrceleblad. sponsors ufleba ara aqvs Caerios reklamis
mwarmoeblisa da gamavrce-leblis saqmianobaSi.

arasrulwlovanTa dacva reklamis warmoebis, ganTavsebisa da

gavrcelebis dros:
 reklamis warmoebis, ganTavsebisa da gavrcelebis dros
arasrulwlovanTa gulubryvilobisa da gamoucdelobis borotad
gamoyenebisagan maTi dacvis mizniT akrZalulia:
1. arasrulwlovanTaTvis STagoneba _ daarwmunon mSoblebi an sxva
pirebi reklamirebadi saqonlis SeZenaSi;
2. arasrulwlovanTa yuradRebis mipyroba imaze, rom reklamirebadi
saqonlis floba upiratesobas aniWebs maT sxva arasrulwlovanTa
mimarT, xolo misi uqonloba iwvevs sawinaaRmdego efeqts;
3. reklamaSi iseTi teqstis, audio- da videoinformaciis moTavseba,
romlebic aCvenebs arasrulwlovnebs saSiS adgilas da viTarebaSi;
4. arasrulwlovanTaTvis saqonlis gamosayeneblad saWiro Cvevebis
aucilebeli donis gauTvaliswinebloba. amasTan, Tu saqonlis
gamoyenebis Sedegebi naCvenebi an aRwerilia, reklama unda iZleodes
informacias imis Sesaxeb, risi miRwevac realurad SesaZlebelia im
asakobrivi jgufis arasrulwlovanTaTvis, romlisTvisac
gankuTvnilia es saqoneli;
5. arasrulwlovanTaTvis saqonlis Rirebulebaze (fasze) ararealuri
(damaxinjebuli) warmodgenis Seqmna, kerZod, sityvebis "mxolod", "sul
raRac" da maT msgavsTa gamoyenebiT, agreTve pirdapiri an iribi
miTiTebiT imaze, rom reklamirebadi saqoneli xelmisawvdomia yvela
ojaxis biujetisaTvis

saqarTvelos saxelmwifo antimonopoliuri samsaxuris

uflebamosilebani reklamis sferoSi
 saqarTvelos saxelmwifo antimonopoliuri samsaxuri (SemdgomSi-
antimonopoliuri samsaxuri) Tavisi kompetenciis farglebSi
aregulirebs sareklamo saqmianobas saqarTve-los teritoriaze da
axorcielebs reklamis Sesaxeb saqar-Tvelos kanonmdeblobis dacvis
saxelmwifo kontrols.
 antimonopoliuri samsaxuri "monopoliuri saqmianobisa da
konkurenciis Sesaxeb" saqarTvelos kanonis me-5 Tavis Sesabamisad
axorcielebs gamafrTxilebel RonisZiebebs da aRkveTs arasaTanado
reklamas; reklamis damkveTebs, mwarmoeblebsa da gamavrceleblebs
ugzavnis miwerilobebs reklamis Sesaxeb saqarTvelos kanonmdeblobis
darRvevis Sewyvetis Taobaze da gadawyvetilebebs kontrreklamis
ganxorcielebaze.
 antimonopoliuri samsaxuris uflebamosil pirebs ufleba aqvT
reklamis Sesaxeb saqarTvelos kanonmdeblobis damrRvevs kanoniT
dadgenili wesiT daakisron administra-ciuli saxdeli.
 antimonopoliuri samsaxuri uflebamosilia sasamarTloSi Seitanos
sarCeli, maT Soris, reklamis momxmarebelTa ganusazRvreli wris
 sasargeblod, reklamis damkveTTa, mwarmoebelTa da gamavrcelebelTa
mier reklamis Sesaxeb saqarTvelos kanonmdeblobis darRvevis gamo da
arasaTanado reklamasTan dakavSirebul xelSekrulebaTa baTilad
cnobis Taobaze.
 antimonopoliur samsaxurs, romelic saqarTvelos kanon-mdeblobis
Sesabamisad uflebamosilia daicvas momxmare-belTa uflebebi da
aRkveTos arasaTanado reklama, ufleba aqvs dados xelSekrulebebi
reklamis damkveTTan, mwarmoe-belTan da gamavrcelebelTan, am
ukanasknelTa mier sareklamo praqtikaSi miRebuli wesebis
Sesrulebisa da dacvis uzrunvelsayofad.

kontrreklama da pasuxismgebloba arasaTanado reklamisaTvis,

kontrreklama
 antimonopoliuri samsaxuri uflebamosilia miiRos gadaw-yvetileba
kontrreklamis ganxorcielebaze ekonomikuri agentis mier reklamis
Sesaxeb saqarTvelos kanonmdeb-lobis darRvevis faqtis aRiarebis
SemTxvevaSi. damrRvevi valdebulia gaavrcelos kontrreklama
antimonopoliuri samsaxuris mier dadgenil vadaSi da aanazRauros
masTan dakavSirebuli yvela xarji, winaaRmdeg SemTxvevaSi saqme
gansaxilvelad gadaecema sasamarTlos.
 SeTanxmebis darRvevis SemTxvevaSi, Tu damrRvevma ar gaavrcela
kontrreklama dadgenil vadaSi, antimonopo-liuri samsaxuri
uflebamosilia miiRos gadawyvetileba damrRvevis reklamis srulad
an nawilobriv SeCerebis Sesaxeb. amasTan, igi valdebulia
dauyovnebliv acnobos amis Taobaze damrRvevTan reklamis warmoebaze,
ganTavse-basa da gavrcelebaze dadebuli xelSekrulebis yvela
monawiles.
 kontrreklama unda gavrceldes imave saSualebebiT da maTi
Tanamimdevrobis, sivrcisa da adgilis imave maxasia-Teblebis
gamoyenebiT, rogorc arasaTanado reklama. kontrreklamis Sinaarsi
unda SeuTanxmdes antimonopoliur samsaxurs. antimonopoliuri
samsaxuris gadawyvetilebiT SeiZleba kontrreklamis gavrcelebis
saSualebaTa Tanamim-devrobis, sivrcisa da adgilis maxasiaTeblebis
Secvla.

reklamis damkveTis, mwarmoeblisa da gamavrceleblis

pasuxismgebloba:
 reklamis damkveTi pasuxs agebs reklamis Sesaxeb saqarTvelos
kanonmdeblobis darRvevisaTvis reklamis Sesaqmnelad wardgenili
informaciis Sinaarsze, Tu ar damtkicda, rom es darRveva moxda
reklamis mwarmoeblis an gamavrceleblis mizeziT.
 reklamis mwarmoebeli pasuxs agebs reklamis Sesaxeb saqarTvelos
kanonmdeblobis darRvevisaTvis im nawilSi, romelic exeba reklamis
gaformebas, warmoebas an momzadebas.
 reklamis gamavrcelebeli pasuxs agebs reklamis Sesaxeb saqarTvelos
kanonmdeblobis darRvevisaTvis im nawilSi, romelic exeba reklamis
gavrcelebis dros, adgils an saSualebebs.

pasuxismgebloba reklamis Sesaxeb saqarTvelos kanonmdeb-lobis

 darRvevisaTvis:
 reklamis Sesaxeb saqarTvelos kanonmdeblobis darRvevi-saTvis
fizikur da iuridiul pirebs (reklamis damkveTebs, mwarmoeblebsa da
gamavrceleblebs) ekisrebaT pasuxismgeb-loba saqarTvelos
kanonmdeblobis Sesabamisad.
 am kanonis moTxovnebis Sesrulebaze pasuxismgebelni arian aseve
adgilobrivi TviTmmarTvelobisa da mmarTvelobis organoebi.
 pirebs, romelTa uflebebi da interesebi darRveulia arasaTanado
reklamis Sedegad, ufleba aqvT dadgenili wesiT, sarCeliT mimarTon
sasamarTlos janmrTelobisa da qonebisaTvis, saxelis, Rirsebisa da
saqmiani reputaci-isaTvis miyenebuli zianis kompensaciis Taobaze da
moiTxovon arasaTanado reklamis sajarod uaryofa.
 pasuxismgeblobis dakisreba reklamis damkveTs, mwarmoe-belsa da
gamavrcelebels ar aTavisuflebs reklamis Sesaxeb saqarTvelos
kanonmdeblobis darRvevis aRkveTi-sagan da kontrreklamis
ganxorcielebis Taobaze gadaw-yvetilebis Sesrulebisagan.
 reklamis damkveTs, mwarmoebelsa da gamavrcelebels ufleba aqvT,
saqarTvelos kanonmdeblobis Sesabamisad, sasamarTlos mimarTon
gancxadebiT antimonopoliuri samsaxuris gadawyvetilebis srulad an
nawilobriv baTi-lad cnobis Sesaxeb. aRniSnuli gancxadebis
sasamarTloSi Setana ar aCerebs antimonopoliuri samsaxuris
gadawyve-tilebis Sesrulebas, Tu sasamarTlom ar gamoitana
gadawyvetileba misi SeCerebis Sesaxeb.

amerikis sareklamo saagentoebis asociaciis

aTi saxelmZRvanelo debuleba
SedarebiT reklamaSi

SedarebiTi reklama warmoadgens momxmareblisTvis meti informaciis

miwodebis saSualebas. satelevizio rgolebis mniSvnelovani nawili
iyenebs Sedarebis strategias. savaWro komisia moiTxovs, rom SedarebiTi
gancxadebebi, iseve rogorc nebismieri sxva gancxadeba, dasabuTebuli iyos.
1. reklamisa da misi Tanamdevi saSualebebis mizania informaciiT
uzrunvelyofa da araviTar SemTxvevaSi konkurentis
diskreditireba.
2. rodesac naxsenebia konkurenti produqciis dasaxeleba, mas unda
hqondes Sesabamisi wona bazarze.
3. konkurencia unda iyos patiosani da saTanadod identi-ficirebadi,
ar unda axdendes konkurenti saqonlis an momsaxurebis damcirebas,
arc manerebiT, arc toniT.
4. reklamaSi unda xdebodes naTesauri an msgavsi Tvisebebis an
produqciis ingredientebis, Sesabamisi zomebisa da Taviseburebebis
Sedareba.
5. identifikacia miznad unda isaxavdes patiosan konkuren-cias, da ara
marto prestiJis amaRlebas asociaciis principiT.
6. Tu tardeba raime konkurentuli testireba, uzrun-velyofil unda
iyos gamocdis obieqturoba.
7. yvela SemTxvevaSi testebis Sedegebi unda anmtkicebdes reklamis
gamocdilebiT dasabuTebul yvela ganacxads.
8. reklamaSi arasodes ar unda iqnes gamoyenebuli nawilobrivi
Sedegebi, ar unda gaesvas xazi mcire mniSvnelovan gansxvavebas,
romelic SeiZleba gaxdes momxmareblis mier araswori daskvnis
gakeTebis mizezi.
9. Sesadarebeli Tviseba unda iyos mniSvnelovani momxma-reblisTvis
fasis an sasargebloobis TvalsazrisiT.
10. mtkicebulebebis mozidviT ganxorcielebuli Sedareba ar unda
gulisxmobdes erTze meti adamianis azrs, Tu is ar gamoxatavs
sakmaod soliduri umravlesobis Tvalsazriss.