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Dakabadonebuli Saertashoriso Biznesi
Dakabadonebuli Saertashoriso Biznesi
biznesi
leqciebis kursi
gamomcemloba `universali~
Tbilisi 2011
naSromi warmoadgens iv. javaxiSvilis saxelobis Tbilisis saxelmwifo universitetis saerTaSoriso biznesis kaTedris mier momzadebul leqciebis kurss.
masSi ganxilulia saerTaSoriso biznesis arsi, formebi, saerTaSoriso bazrebi, garemo, saerTaSoriso vaWrobis Teoria da praqtika, ucxouri investiciebi, saerTaSoriso ekonomikuri TanamSromloba,
saerTaSoriso biznesis strategiuli marTva, strategiuli aliansebi,
saerTaSoriso organizaciuli struqturebi, saerTaSoriso marketingi, operaciuli menejmenti, saerTaSoriso finansuri menejmenti da
finansuri aRricxva, saerTaSoriso adamianuri resursebis marTva da
sxva saerTaSoriso biznesis aqtualuri sakiTxebi.
avtorTa koleqtivi: profesori o. gigiaSvili (I, VII Tavebi); asocirebuli profesori r. futkaraZe (II Tavi); asocirebuli profesori
J. Tolordava (III Tavi ); asocirebuli profesori e. lekaSvili (IV,VI
Tavebi); asocirebuli profesori d. sixaruliZe (V, XI Tavebi); asocirebuli profesori S. SaburiSvili (VIII Tavi); asistent-profesori l.
qadagiSvili (IX, X Tavebi); asocirebuli profesori v. kikutaZe (XII Tavi); sruli profesori i. mesxia (XIII, XIV, XV Tavebi); sruli profesori
T. Sengelia (XVI Tavi).
redaqtori
recenzentebi:
ISBN 978-9941-17-264-9
Sinaarsi
Tavi I. saerTaSoriso biznesis arsi da
zogadi daxasiaTeba .............................................................. 7
1.1. saerTaSoriso biznesis arsi da Seswavlis
aqtualoba ................................................................................ 7
1.2. saerTaSoriso biznesis Seswavlis mniSveloba ............. 9
1.3. saerTaSoriso biznesis formebi ....................................... 14
1.4. saerTaSoriso biznesi globalizaciis pirobebSi....... 18
Tavi II. saerTaSoriso bazrebi da
biznessaqmianobis ZiriTadi centrebi .................... 25
2.1. CrdiloeT amerikis qveynebis bazrebi ............................. 27
2.2. dasavleT evropis qveynebis bazrebi................................ 30
2.3. aRmosavleT da centraluri evropis qveynebis
bazrebi....................................................................................... 32
2.4. aziis qveynebis bazrebi......................................................... 34
2.5. afrikis da axlo aRmosavleTis qveynebis bazrebi ...... 46
2.6. samxreT amerikis qveynebis bazrebi .................................. 49
Tavi III. saerTaSoriso biznesis garemo .................... 55
3.1. saerTaSoriso biznesis garemos arsi da saxeebi .......... 55
3.2. gare faqtorebis struqtura ............................................. 60
3.3. saerTaSoriso biznesis samarTlebrivi garemo............ 63
3.4. saerTaSoriso biznesis politikuri garemo................. 67
3.5. saerTaSoriso biznesis ekonomikuri garemo ................ 70
3.6. saerTaSoriso biznesis teqnologiuri garemo............ 73
3.7. saerTaSoriso biznesis kulturuli eTikuri da
socialuri garemo ................................................................. 76
3.8. saerTaSoriso biznesi da bunebrivi garemo .................. 81
Tavi IV. saerTaSoriso vaWroba: Teoria da
praqtika........................................................................................ 88
4.1. merkantilizmis Teoria da politika .............................. 88
4.2. absoluturi upiratesobis (a.smiTis) Teoria .............. 92
4.3. fardobiTi upiratesobis (d. rikardos) Teoria.......... 95
4.4. warmoebis faqtorebis Tanafardobis hekSer-olinis
Teoria da misi testireba (leontievis paradoqsi)..... 98
4.5. saerTaSoriso vaWrobis alternatiuli Teoriebi...... 101
4.6. linderis moTxovnasTan Tanafardobis hopoteza ...... 103
Tavi I
saerTaSoriso biznesis arsi da
zogadi daxasiaTeba
Sesaswavli sakiTxebi:
1. saerTaSoriso biznesis arsi da Seswavlis aqtualoba;
2. saerTaSoriso biznesis Seswavlis mniSvneloba;
3. saerTaSoriso biznesis formebi;
4. saerTaSoriso biznesi globalizaciis pirobebSi.
garda aRniSnulisa ,,saerTaSoriso biznesis~ Seswavlis aucilebloba SeiZleba gamowveuli iyos imiT, rom
momavalma specialistma, romelic muSaobas iwyebs romelime ucxouri korporaciis kuTvnilebaSi arsebul kompaniaSi, saWiroa icodes am qveyanaSi biznesis Taviseburebebi. aseTi magaliTebi bevria msoflioSi. kerZod, rogorc irkveva, 6,4 mln amerikeli muSaobs sazRvargareTis
kompaniebSi, romelTa Svilobili kompaniebi ganlagebulia aSS teritoriaze. meore mxriv, amerikuli korporaciebis sazRvargareT arsebul Svilobil kompaniebSi dakavebulia evropis, aziis, afrikis, avstraliis, laTinuri
amerikis 8,1 mln mcxovrebi1.
bolo periodSi gamoikveTa situacia, romlis Tanaxmad mcire kompaniebi sul ufro metad ebmebian saerTaSoriso biznesSi. aseT kompanias SeiZleba dasWirdes sazRvargareT masalebis SeZena an mowyobilobaTa gamoyeneba,
aseve, Caebas konkurenciaSi sazRvargareTis konkurentebTan Tavisi produqciis qveynis sazRvrebs gareT gatanis SemTxvevaSi. saqme isaa, rom warsulSi sagareo bazarze gasvlisaTvis aucilebeli iyo produqciis gamanawilebeli centrebis Seqmna, aseve, savaWro markis aRiarebis
uzrunvelyofa calkeul qveyanaSi da mTeli rigi sxva samuSaoebis ganxorcieleba, rac mniSvnelovan danaxarjebTan iyo dakavSirebuli. yovelive amis gakeTeba ki SeeZlod ZiriTadad mxolod msxvil kompaniebs. Tanamedrove
pirobebSi ki, rodesac swrafad viTardeba saerTaSoriso
vaWroba komunikaciis eleqtronuli saSualebebis gamoyenebiT, metad kargi axali SesaZleblobebi Seeqmna mcire
kompaniebsac sazRvargareTis bazrebze gasasvlelad. amJamad, kargad damuSavebuli Web-gverdi SesaZleblobas
aZlevs nebismier kompanias, misi sididids miuxedavad, Se1
., ., , .. . ., , . .
, .: , 2006. .47
11
kompaniebi, rogoricaa Volvo, romelic mdebareobs evropaSi da Honda, mdebare iaponiaSi, iyvnen im kompaniaTa
ricxvSi, romlebmac pirvelebma gamoscades Sromis organizaciis iseTi axali meTodebi, rogoricaa uflebamosilebaTa delegireba, xarisxis wreebi, avtonomiuri da
mravalfunqciuri muSa jgufebi. am meTodebis danergvis
mizani iyo muSakTa Sromis mwarmoeblurobisa da Tavisi
samuSaoTi kmayofilebis donis amaRleba.
zogadi TvalsazrisiT (rac misaRebia msoflios yvela qveynisaTvis) saerTaSoriso biznesis Seswavlis aucilebloba gamowveulia imiT, rom amaRldes momavali menejerebis kompetenturoba sxvadasxva qveynis kulturis
codnis sferoSi, ris gareSec SeuZlebelia kompaniam, romelSic mocemuli menejeri muSaobs, miaRwios raime seriozul warmatebas saerTaSoriso biznesSi. kompaniis saerTaSoriso biznesSi Cabma da misi Semdgomi ganviTareba moiTxovs kompaniis menejerebis mier kontaqtebis damyarebas da mis gafarToebas kolegebTan, momxmareblebTan,
mimwodeblebTan, konkurentebTan, romlebic sxvadasxva
qveyanaSi imyofebian da gansxvavebuli kulturuli memkvidreoba gaaCniaT. yvela maTganTan ki normaluri biznes-urTierTobebis damyareba SeuZlebeli iqneba, Tu menejers ar ecodineba maTi kulturuli Taviseburebani.
amrigad, zemoT CamoTvlili saerTaSoriso biznesis
Seswavlis ZiriTadi mizezebi gaTvaliswinebul unda iqnes msoflios nebismieri qveynis kompaniis xelmZRvanelobis mier. magram, amasTan erTad, saWiroa am mizezebis
gansazRvrisas angariSi gaewios mocemuli qveynis im specifikur socialur-ekonomikur, politikur, kulturul
Taviseburebebsac, romlebic mas gaaCnia mocemul situaciaSi. magaliTad, saqarTveloSi saerTaSoriso biznesis
Seswavlis aucileblobis mizezebs SeiZleba daematos
zogierTi sxva mizezi, romelic ganpirobebulia im gansxvavebuli faqtorebiT, rac aq moqmedebs. kerZod, gaTvaliswinebuli unda iqnes is garemoeba, rom saqarTvelos
13
damoukideblad saerTaSoriso bazarze gasvlis saSualeba sul axlaxan, socialisturi sistemis daSlis Semdeg
mieca da pirvelad uxdeba saerTaSoriso biznesTan dakavSirebuli sakiTxebis Seswavla, rac kidev ufro aZlierebs saqarTveloSi studentebis mier am disciplinis Seswavlis aucileblobas.
(mSp-Si) eqsportis xvedriTi wili 2008 wels Seadgenda: niderlandebSi 65,1%, kanadaSi 43,3%, indoneziaSi 38,5, germaniaSi 35,0%, safrangeTSi 28,2%, meqsikaSi 27,6%, did
britaneTSi 13,4%, braziliaSi 13,4%, indoeTSi 11,2%, iaponiaSi 10,4%, aSS-Si 10,3%. saqarTvelos aRniSnuli maCvenebeli 2007 wels udrida 12,8%-s2.
ucxouri investiciebi warmoadgens saerTaSoriso
biznesis meore formas, romelsac gaaCnia iseTive didi
mniSvneloba, rogorc eqsport-imports. ucxouri investiciis ganxorcieleba niSnavs erTi qveynis rezidentis
mier meore qveynis rezidentisTvis kapitalis gadacemas
gamosayeneblad. erT-erTi midgomiT aseTi investiciebi
or jgufad iyofa: pirdapiri ucxouri da portfeluri
investiciebi. pirdapiri ucxouri investiciia aris dabandebuli kapitali, romelic gamoiyeneba sxva qveynebSi
sakuTrebis obieqtebis, aqtivebis da mTlianad kompaniebis Sesasyidad da realuri kontrolis gansaxorcieleblad. portfeluri investiciia gamoiyeneba ucxouri finansuri aqtivebis (aqciebi, obligaciebi, depozituri
sertifikatebi) SesaZenad, romlis mizans ar warmoadgens
kontrolis ganxorcieleba.
saerTaSoriso saqmiani operaciebis (saerTaSoriso
biznesis) sxva formebidan aRsaniSnavia licenzireba,
frenSaizingi da mmarTvelobiTi kontraqtebi. licenzireba saerTaSoriso biznesSi gvTavazobs xelSekrulebis
(kontraqtis) dadebas, romlis Tanaxmadac erT qveyanaSi
arsebuli kompania gascems licenzias sxva qveynaSi arsebul kompaniaze Tavisi aramaterialuri aqtivis (patentis, savaWro markis, safirmo saxelwodebis, saavtoro
uflebis, warmoebis saidumloebis) gamoyenebaze, garkveuli Tanxis gadaxdis sanacvlod
., ., , . ., , . .
, .: , 2006. .51
16
bi, rogorc wesi, yiduloben resursebs da awarmoeben produqcias da momsaxurebas mraval qveyanaSi, xolo Semdeg am
saqonelsa da momsaxurebas yidian msoflios sxvadasxva
qveyanaSi. mravalerovnuli korporaciebi saqmianobas koordinacias uweven saTao ofisebis meSveobiT. msoflios
umsxviles mravalerovnul korporaciebs miekuTvnebian
Wal-Mart (aSS), General Motors (aSS), Exxon Mobil (aSS), Royal
Dutch/Shell Group (niderlandebi, didi britaneTi), BP (didi
britaneTi), Ford-Motors (aSS), Daimler Chrsler (germania),
Toyota Motors (iaponia) da sxv.
daaqvT ganviTarebadi qveynebis teritoriaze. sadac SromiTi kanonmdebloba da garemos dacvis Sesaxeb arsebuli
normebi, danaxarjebis moTxovnis TvalsazrisiT, imdenad
msubuqia (aramkacria), rom TiTqmis ar arsebobs dacvis
(Sesrulebis) aucilebloba. amitom es kompaniebi Tavis
valdebulebad ar miiCneven maT Sesrulebas.
ukanasknel periodSi saerTaSoriso biznesis zrda
yvelasaTvis TvalsaCino da STambeWdavi gaxda. magram aucileblad ismis kiTxva, Tu ram ganapiroba aseTi ganviTarebis SesaZlebloba da ratom aris momavalSi saerTaSoriso biznesis kidev ufro metad ganviTarebis maRali albaToba? eqspertTa azriT, arsebobs am movlenis ori ZiriTadi mizezi: 1) kompaniis strategiuli miznebi (moTxovnebi), romlebic warmoadgenen globalizaciis procesis gaRrmavebis motivatorebs da 2) saerTaSoriso biznesis garemoSi momxdari cvlilebebi, romlebic xels uwyobs globalizaciis procesis gaZlierebas.
aRniSnuli ZiriTadi mizezebidan gamomdinare, arsebobs mTeli rigi sabazro mizezebi, romlebic aiZuleben kompaniebs gaxdnen ufro globalurebi rogorc ganviTarebis saerTo kursis, ise yoveldRiuri praqtikuli
sqmianobis kuTxiT. aseT strategiul mizezebs (upiratesobebs, imperativebs) miekuTvneba: kompniis sakvanZo upiratesobebis (kompetenciebis) gamoyeneba, resursebis SeZena ufro dabali fasiT, kompaniis axal bazrebze SeRweva, Tavis dargSi ufro efeqtiani konkurenciis gaweva.
kompaniis sakvanZo upiratesobebis (kompentenciebis) gamoyeneba. globalizaciis erTderT umniSvnelovanes safuZvels sakvanZo kompetenciebis (upiratesobaTa) ufro farTod gamoyenebis SesaZlebloba warmoadgens, romelTa ganviTarebac SeZlo kompaniam Sida bazarze. sakvanZo kompetencia gansazRvravs im gansxvavebulad gamorCeul Zlier mxares an upiratesobas, romelsac
pirvelxarisxovani mniSvneloba gaaCnia kompaniis warmatebuli saqmianobisTvis. axal bazarze sakvanZo kompen20
tenciebis gamoyenebiT kompanias SeuZlia gazardos Tavisi Semosavali da mogeba. amis magaliTad SeiZleba moviyvanoT sazRvargareTuli kompaniebi, radgan saqarTveloSi aseTi kompaniebis moZebna metad gaZnelebulia. saxeldobr, kompaniaSi ,,nokia~ SeimuSaves fiWuri telefonebis
warmoebis uaxlesi teqnologia, romelic xalisiT iqna
miRebuli momxmareblis mier fineTis Siga bazarze. kompaniis xelmZRvaneloba male mixvda, rom Semosavlebis da
mogebis kidev ufro gadidebis SesaZlebloba eZleoda Tu
telefonebis warmoebasa da gayidvas gaafarToebda sxva
qveynebSic, rac warmatebiT iqna ganxorcielebuli. aseTi
magaliTebi SeiZleba mravlad iqnes dasaxelebuli.
resursebis SeZena ufro dabali fasiT. saerTaSoriso masStabiT biznesis ganxorcielebis kidev erTi umniSvnelovanesi safuZvelia dabal fasebad sawarmoo resursebis (masalebis, samuSao Zlis, kapitalis, teqnologiis) SeZenis aucilebloba. mTel rig SemTxvevebSi kompaniebi ganicdian sazRvargareTis qveynebSi resursebis SeZenis mwvave moTxovnas, radganac adgilobriv bazarze
Sesabamisi resursebi an saerTod ar aris, an arasakmarisia moTxovnis srulyofilad dasakmayofileblad an kidev Zviria sxva qveynis bazrebTan SedarebiT. amis magaliTebi Zalian bevria. magaliTad, iaponiis kompaniebi xis masalebsa da xis nawarms yiduloben kanadaSi; msoflios
yvela qveynis kompaniebi navTobs yiduloben axalo aRmosavleTisa da afrikis qveynebSi da a.S.
gasaRebis axali bazrebis Zieba. biznesis gafarToebis mizniT gasaRebis axali bazrebis Ziebis aucilebloba warmoadgens erTderT mniSvnelovan mizezs kompaniis
saerTaSoriso bazarze gasasvlelad. rodesac Siga bazari, sadac kompania yidis Tavis produqcias, mTlianad gajerebulia, am bazarze sul ufro Zneli xdeba maRali Semosavlis miReba da mogebis zrda. amitom saWiroa Sesabamisi gzebis Zieba mocemuli produqciis gayidvebis gasa21
ZiriTad qveynebs Soris moxda molaparakeba sabaJo tarifebisa da kvotebis Semcirebis, agreTve am qveynebis teritoriaze pirdapir ucxour investiciebze dawesebuli
SezRudvebis gauqmebis Taobaze. mravali am SeTanxmebidan miRweul iqna tarifebisa da vaWrobis Sesaxeb generaluri SeTanxmebis dadebis procesSi, agreTve vaWrobis
msoflio organizaciis Zalisxmevis Sedegad.
teqnologiuri garemos cvlileba. msoflios
qveynebis mTavrobebis mier teqnikuri da teqnologiuri
politikis sferoSi ganxorcielebulma pozitiurma
cvlilebebma xeli Seuwyo saerTaSoriso biznesis ganviTarebas. ganakuTrebiT kavSirgabmulobis (komunikaciis)
sistemebis, satransporto saSualebebis da informaciis
damuSavebis saSualebebis sferoSi danergilma siaxleebma saerTaSoriso biznesi ufro advilad gansaxorcielebeli da momgebiani gaxada.
sakontrolo kiTxvebi:
1. ra aris saerTaSoriso biznesi?
2. riT gansxvavdeba saerTaSoriso biznesi qveynis SigniT ganxorcielebuli biznesisgan?
3. ra mniSvneloba aqvs studentebis mier `saerTaSoriso
biznesis~ Seswavlas?
4. saerTaSoriso biznesis ganxorcielebis ra ZiriTadi
formebi arsebobs amJamad msoflioSi?
5. riT gansxvavdeba saqonlis eqsport-importi momsaxurebis eqsportisa da importisgan?
6. rogoria portfeluri investiciebi?
7. daasaxeleT saerTaSoriso biznesis gafarToebis ZiriTadi mizezebi.
8. ra gavlenas axdens interneti saerTaSoriso biznesze?
23
literatura:
1. Sengelia T., globaluri biznesi, Tb., 2010;
2. gigiaSvili o., strategiuli menejmenti, Tb., 1998;
3. jolia g., sagareo-ekonomikuri urTierTobebi, Tb.,
2005;
4. ., ., , 4- ., .
., . .. , .: , 2006.
24
Tavi II
saerTaSoriso bazrebi da
biznessaqmianobis ZiriTadi centrebi
Sesaswavli sakiTxebi:
1. CrdiloeT amerikis qveynebis bazrebi;
2. dasavleT evropis qveynebis bazrebi;
3. aRmosavleT da centraluri evropis qveynebis bazrebi;
4. aziis qveynebis bazrebi;
5. afrikis da axlo aRmosavleTis qveynebis bazrebi;
6. samxreT amerikis qveynebis bazrebi.
mokle mimoxilva
Tanamedrove etapze saerTaSoriso biznessa da ekonomikaSi lideri poziciebi ukavia aSS-s, evrokavSirs, CineTsa da iaponias. evrokavSiri warmoadgens msoflioSi
saqonlisa da momsaxurebis erT-erT mniSvnelovan eqsportiorsa da importiors. eqsportis moculobiT evrokavSirs ukavia I adgili msoflioSi (mxolod calke
aRebuli germania msoflios #1 eqsportiori iyo 20032008 wlebSi, xolo 2009 wels #2 eqsportioria. 2009 wels
CineTze modioda saqonlis msoflio eqsportis 9,6%,
germaniaze 9%, aSS-ze 8,5%, iaponiaze 4,7% da safrangeTze 3,8%. aseve, aSS-ze modioda saqonlis msoflio importis 12,7%, CineTze 8%, germaniaze 7,4%, safrangeTze 4,4% da iaponiaze 4,4%3.
25
1999
2000
2001
2002
2003
2004
2005
2006
2007
2009
8,558
9,173
9,549
9,395
4,102
3,707
3,666
5,057
4,580
4,162
3,744
3,485
3,197
5,068
es ar niSnavs, rom saerTaSoriso biznesis sferos menejerebs SeeZloT ,,oTxeulis~ qveynebis farglebs gareT
arsebuli bazrebis ignorireba. gavlili ori aTwleulis
ganmavlobaSi am bazrebidan mravali izrdeba gacilebiT
ufro swrafi tempiT, vidre ,,oTxeulis qveynebis bazrebi. saerTaSoriso kompaniebis menejerebi unda flobdnen
biznesis sawarmoeblad SesaZleblobaTa yovelmxriv da
Rrma gagebas eqvsive kontinentze. swored amitom mocemul TavSi: ,,saerTaSoriso bazrebi da biznessaqmianobis
26
aSS
aSS-s mesame adgili ukavia msoflioSi mosaxleobis
raodenobis (CineTisa da indoeTis Semdeg) da meoTxe adgili teritoriis (ruseTis, kanadis da CineTis Semdeg)
mixedviT; aSS-s aqvs msoflioSi yvelaze didi ekonomika.
2009 wels aSS-is mSp-ma 14,2 trln aSS dolari Seadgina.
aSS-s gaaCnia erT sul mosaxleze CrdiloeT amerikis
qveynebs Soris Semosavlis yvelaze maRali maCvenebeli.
teritoriisa da ekonomikur-politikuri stabilurobis
wyalobiT, aSS-s, romlis wilad modis msoflio saqonlisa da momsaxurebis vaWrobis mniSvnelovani nawili. aSS
mniSvnelovani bazaria ganviTarebadi ekonomikis mqone
qveynebisTvisac. aseve, aSS dolari warmoadgens msoflios #1 sarezervo da saangariSsworebo saSualebas.
4
http://money.cnn.com/magazines/fortune/global500/2008/countries/US.html
27
kanada
kanadas ukavia meore adgili msoflioSi teritoriis farTobis mixedviT, xolo qveynis mosaxleoba Seadgens
mxolod 34 mln adamians.
kanada msoflios erT-erTi umsxvilesi eqsportiori da importiori qveyanaa. 2008 wels kanadis saqonlis
eqsportis moculobam 455 mlrd aSS dolari, xolo importma 408 mlrd aSS dolari Seadgina. kanadis mSp-ma
2008 wels 1,5 trln aSS dolari Seadgina.
eqsportis yvelaze mniSvnelovani sasaqonlo jgufebia: xe-tyis resursebi, navTobi, sasrgeblo wiaRiseuli, xorbali da sxv. aSS kanadis saqonlis gasaRebis ZiriTadi bazaria; aSS-is wilad modis kanadis eqsportis wliuri moculobis sam meoTxedze meti. kanadis eqsportis
79% da importis 55% aSS-ze modis.
bolo wlebSi kanada izidavs saerTaSoriso investorebs aSS-is udides bazarTan Tavisi siaxlovis gamo, agreTve, politikuri da sakanonmdeblo sistemis stabilurobis wyalobiT. kanadis maRalganviTarebul infrastuqturas, agreTve, misi ganaTlebis sistemas Seaqvs TavianTi
wvlili qveynis ekonomikis rentabelobis uzrunvelyofaSi. msoflios 500 umsxviles korporacias Soris 14 modis kanadaze.
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meqsika
meqsika, romelic amJamad aris erT-erTi yvelaze
msxvili espanurenovani qveyanaa, gamoacxada Tavisi damoukidebloba XX saukunis dasawyisSi. meqsika saprezidento saxelmwifoa, magram meqsikaSi mTavrobis meTauris
prezidentis arCeva xdeba eqvs weliwadSi erTxel. XX saukunis naxevris ganmavlobaSi meqsikis mTavrobam danerga
ekonomikuri nacionalizmis programa, romelic Sesabamisad meqsikaSi ar iqna waxalisebuli ucxouri investiciebi da SemoRebul iqna sagareo vaWrobaze maRali satarifo SezRudvebi, romlebsac miznad hqondaT adgilobrivi
kompaniebis dacva. magram ukanaskneli ori aTwleulis
ganmavlobaSi meqsikis mTavrobam uari Tqva aseT ekonomikur politikaze da gaixsna qveynis bazrebi ucxouri saqonlisa da investiciisaTvis.
aTasobiT ucxour kompanias meqsikaSi gaxsnili aqvs
filialebi da Sesabamisad xels uwyoben qveynis socialur-ekonomikur ganviTarebas.
2008 wels meqsikis saqonlis eqsportis moculobam
291 mlrd aSS dolari, xolo importma 309 mlrd aSS dolari Seadgina (msoflio eqsportis 2,8 da importis 3%)5.
meqsikis mSp-ma 2008 wels 1,1 trln aSS dolari Seadgina.
msoflios 500 umsxviles korporacias Soris meqsikaze
modis mxolod.
29
To raodenoba 75 mln-s Seadgens, rac TiTqmis orjer aRemateba kanadis mosaxlebis raodenobas. am qveynebis sagareo ekonomikur urTierTobebSi mniSvnelovani poziciebi ukavia aSS-s, kanadasa da meqsikas.
30
gafarToeba (1986 w.). 1986 wlis 1 ianvars TanamegobrobaSi gaerTianda kidev ori qveyana espaneTi da portugalia. Sesabamisad wevrTa raodenoba 12-mde gaizarda. meoTxe gafarToeba (1995 w.). 1995 wlis 1 ianvars evrokavSirs SeuerTda kidev sami qveyana avstria, fineTi da
SvedeTi. wevrTa raodenoba 15 gaxda.
mexuTe gafarToeba (2004 w.). mexuTe gafarToeba
yvelaze masStaburi iyo. evrokavSirs SeuerTda 10 axali
wevri qveyana: estoneTi, latvia, litva, poloneTi, CexeTi, slovakeTi, ungreTi, slovenia, kviprosi da malta.
2004 wlis 1 maisidan evrokavSiri ukve 25 wevr qveyanas iTvlis. meeqvse gafarToeba (2007 w.). 2007 wlis 1 ianvridan
evrokavSirs bulgareTi da rumineTi SeuerTdnen da gaerTianebis wevri qveynebis raodenoba 27-mde gaizarda.
Tanamedrove etapze regionul integraciul dajgufebaTa Soris yvelaze metad ganviTarebuli evropuli
integraciaa. misi mamoZravebeli Zala upirveles yovlisa
savaWro-ekonomikuri integraciaa, romelic iTvaliswinebs ekonomikuri ganviTarebis daCqarebas, mosaxleobis
cxovrebis donis gaumjobesebas da saerTaSoriso TanamegobrobaSi kavSiris poziciis gaZlierebas.
evrokavSiris ganviTarebis erT-erTi pozitiuri momenti isaa, rom misi wevrebis ekonomikam integrirebis maRal xarisxs miaRwia. mniSvnelovnad gaizarda qveyanaTSorisi vaWrobis wili am qveynebis sagareo vaWrobaSi. es
maCvenebeli aseve swrafad izrdeba axal wevr qveynebSi.
aranakleb mniSvnelovania: saqonlisa da momsaxurebis saerTo bazari, kapitalisa da samuSao Zalis Tavisufali
gadaadgileba, wevri qveynebis SeTanxmebuli ekonomikuri
politika, erToblivi valuta, savaluto politika da sxv.
dasavleT evropis qveynebi, romlebic evrokavSiris
SemadgenlobaSi ar arian: islandia, Sveicaria, andora,
monako da lixSenSteini.
31
1991 wels sabWoTa kavSiris daSlas mohyva 15 respublikis mier damoukideblobis gamocxadeba. 1992 wels
12 damoukidebeli saxelmwifo (baltiispireTis qveynebis
estoneTis, latviisa da litvis garda) daaarsa damoukidebel saxelmwifoTa Tanamegobroba (dsT). aRniSnul
qveynebSi ruseTs ukavia pirveli adgili msoflioSi teritoriis mixedviT (msoflio farTobis 11,5%), mecxre
adgili mosaxelobis raodenobiT (142 mln kaci), mSp-is
moculobiT merve adgili (1,7 trln aSS dolari). qveyana
mdidaria bunebrivi resursebiT, maT Soris, oqroTi, navTobiT, bunebrivi airiT, sasargeblo wiaRiseuliT, almasebiT da sxv
sabWoTa kavSiris daSlas mohyva integraciuli procesebi yofil sabWoTa respublikebSi, rasac Tan axlda
garkveuli sirTuleebi. damoukidebel saxelmwifoTa Tanamegobroba daarsda 1991 wlis 8 dekembers q. minskSi ruseTs, belaruss da ukrainas Soris gaformebuli xelSekrulebis safuZvelze. maT miiRes gadawyvetileba sabWoTa
kavSiris funqcionirebis Sewyvetisa da damoukidebel saxelmwifoTa Tanamegobrobis Seqmnis Sesaxeb. 1991 wlis
bolos ki yazaxeTSi dafiqsirda dsT-Si monawile saxelmwifoebi: ruseTi, belarusi, ukraina, yazaxeTi, yirgizeTi, moldova, tajikeTi, uzbekeTi, TurqmeneTi, azerbaijani da somxeTi. saqarTvelo dsT-s SeuerTda 1993 wlis 3
dekembers dsT-is Sesabamisi gadawyvetilebis safuZvelze. dsT-is Stab-bina mdebareobs q. minskSi. aRsaniSnavia,
rom 2008 wlis 14 agvistos qarTulma mxarem miiRo gadawyvetileba dsT-dan gamosvlis Sesaxeb.
centraluri evropa
centraluri evropis qveynebi, romlebmac gaiziares
yofili sabWoTa kavSiris politikuri kursi, waawydnen
seriozul problemebs centraluri evropis qveynebSi
komunisturi mTavrobis damxobis Semdeg. sabWoTa kavSiris mier Seqmnili sagareo vaWrobis regionuli sistema
33
daiSala da yofili ssrk-is saxelmwifo satelitebs mouxdaT garantirebul saeqsperto bazrebis dakargvasTan
Segueba. centraluri evropis qveynebi, iZulebulni iyvnen moexdinaT TavianTi ekonomikis restruqturizacia
da gadasuliyvnen centraluri dagegmvis sabazro sistemaze.
CexeTis respublikam, ungreTma da poloneTma arsebiTad gansazRvres centraluri evropis sxva qveynebi
ekonomikis restruqturizaciis sakiTxebSi, Tumca yvela
isini ganviTarebis sxvadasxva gziT wavidnen. am qveynebma
ufro meti pirdapiri ucxouri investicia moizides, vidre es maTma mezoblebma moaxerxes. garda amisa, CexeTis
respublika, ungreTi da poloneTi gaxdnen eTgo-sa, nato-s wevrebi. 2004 wels ki es qveynebi warmatebiT SeuerTdnen evrokavSirs.
albaneTSi, bulgareTsa da rumineTSi ekonomikuri
reformebi mimdinareobda SedarebiT neli tempiT. qveynebSi, romlebic Sediodnen yofili iugoslaviis SemadgenlobaSi, Seiqmna SedarebiT ufro mZime situacia. mxolod sloveniam SeZlo Tavidan aecilebina qaosi, romelic Tan axlda iugoslaviis daSlas. 2007 wels bulgareTi da rumineTi SeuerTdnen evrokavSirs.
iaponia
meore msoflio omis Semdeg iaponia, kunZulovani
saxelmwifo, romlis mosaxleobaa 127 mln, aRdga nangrevebidan da gaxda qveyana, romelsac ekonomikuri maCveneblebiT meore adgili ukavia msoflioSi (2008 wels iaponiis mSp-ma Seadgina 4,9 trln aSS dolari), agreTve, iaponia ,,oTxeulis~ erT-erTi yvelaze gavleniani wevria.
ukanaskneli 50 wlis ganmavlobaSi iaponiis swrafi ganviTareba nawilobriv aisaxeba mWidro urTierTobiT ekonomikis samrewvelo seqtors, sagareo vaWrobisa da mrewvelobis saministros Soris (ekonomikis, vaWrobisa da mrewvelobis saministro). saministro iyenebda mTel Tavis
oficialur Zalauflebas, agreTve, araoficialur berketebs, raTa moexdina qveynis saukeTeso kompaniebis sawarmoo da sainvesticio strategiis swori mimarTulebiT orientireba. magaliTad, meore msoflio omis Semdeg
saministrom rekomendacia misca iaponiis kompaniebs, daebandebinaT saxsrebi mrewvelobis iseT sabazo dargebSi,
rogorebicaa: avtomSenebloba, foladis mrewveloba da
gemTmSenebloba. mas Semdeg, rac sxva qveynis kompaniebma,
agreTve, daiwyes aqtiurad moqmedeba am dargebSi, iaponiis tnk-ebma aqcenti gadaitanes avtomobilebis, sayofacxovrebo eleqtronikisa da sawarmoo mowyobilobebis
warmoebaze.
XXI saukunis dasawyisidan iaponiis ekonomikuri
zrdis tempi mniSvnelovnad Semcirda. 1990 wlidan dawyebuli mSp-is zrdis saSualo wliurma tempma Seadgina
1,3% (aSS-Si es maCvenebeli udris 3,5%-s, kanadaSi - 3%-s).
35
mravali eqsperti SeSfoTebulia imiT, rom iaponiis rogorc ekonomikur, ise politikur sistemas ar SeuZlia
sakmaod swrafad eleqtronuli komerciis swraf ganviTarebasTan dakavSirebiT msoflio ekonomikaSi mimdinare cvlilebebiTan Segueba. garda amisa, eqspertTa nawili akritikebs iaponiis moqmed savaWro politikas arasamarTliani meTodebis gamoyenebisTvis, sagareo bazris
saeqsporto saqonlebis gayidvis mizniT, iyenebs ra amave
dros mravalricxovan arasatarifo barierebs imisaTvis,
rom SezRudos Siga bazarze saqonelTa importi.
loeT kunZulis klimati. ekonomikaSi saxelmwifos Carevis Sewyvetis, agreTve, 1980-ian wlebSi saxalxo meurneobis privatizaciis procesis ganxorcielebis Sedegad
axalma zelandiam moipova msoflioSi sabazro ekonomikaze orientirebuli politikis maqsimalurad gamoyenebisaken globaluri Semobrunebis erT-erTi lideris reputacia. saqonliT vaWrobas gansakuTrebiT didi mniSvneloba aqvs qveynisTvis. eqsportis moculobam Seadgina
mSp-is 28%. axali zelandiis eqsportis naxevarze meti
modis saZovrebis gamoyenebis bazaze warmoebul produqciaze. qveynis eqsportSi ZiriTad warmodgenilia: rZis
produqti, xorci da matyli. qveynebze, rogorebicaa avstralia, iaponia da aSS, axali zelandiis sagareo-savaWro operaciaTa daaxloebiT naxevari modis.
,,oTxi vefxvi~. wynari okeanis azia _ msoflios
erT-erTi regionia, sadac mrewveloba viTardeba swrafi
tempiT. 1945 wlis Semdeg samxreT koream, taivanma, singapurma da hong kongma iseT did warmatebebs miaRwies, rom
isini msoflioSi erTad gaxdnen cnobili krebsiTi saxelwodebiT ,,oTxi vefxvi~. am qveynebs, axal industriul
qveynebsac uwodeben.
samxreT korea. koreis respublika, rogorc ufro
metad cnobilia saxelwodebiT ,,samxreT korea~, gaCnda ,,civi omis~ Sedegad, romelmac koreis naxevarkunZuli gayo or nawilad komunistur CrdiloeT koread da
kapitalistur samxreT koread. 1953 wels koreis omis
dasrulebis Semdeg, samxreT korea gaxda msoflios erTerTi yvelaze swrafad ganviTarebuli qveyana.
2007 wels samxreT koreis saqonlis eqsportma 262
mlrd evro, xolo importma 253 mlrd evro Seadgina
(msoflio eqsportis 3,7 da importis 3,4%). qveynis mSp-ma
2008 wels 950 mlrd aSS dolari Seadgina. msoflios 500
umsxviles korporacias Soris 15 modis samxreT koreaze.
samxreT koreis ekonomikur ganviTarebas xeli Seuwyo mWidro TanamSromlobam qveynis mTavrobasa da koreis
37
ekonomikaSi gabatonebuli mdgomareobis mqone daaxloebiT ocdaaT kerZo saojaxo segments Soris.
mravali mimarTulebiT koreis mTavrobas hqonda
mcdeloba miyoloda iaponuri kompaniebis mier gakvalul gzas, kerZod, gamoeyenebina iseTi meTodebi, rogorebicaa eqsportis xelSewyoba, ekonomikis saxelmwifo
marTva da qveynis industrializacia msxvili ekonomikuri gaerTianebebis bazaze. samwuxarod, koreis ekonomikuri zrda SeaCera savaluto krizma, romeslac adgili
hqonda aziis qveynebSi 1997-1998 wlebSi. am krizisis Sedegad qveyana waawyda seriozul finansur sirTuleebs.
zogierTma koreulma kompaniam gaakeTa Sesabamisi
dakveTebi da krizisidan gamovida kidev ufro mtkice da
moqnili ekonomikuri TvalsazrisiT. ase magaliTad, komapania Samsung-ma, SezRuda korporaciuli interesebis
sfero. kompaniis umaRlesma xelmZRvanelobam miiRo gadawyvetileba imis Sesaxeb, rom kompaniis mTeli resursis
mimarTva moexdinaT eleqtromowyobilobebis warmoebaze.
amJamad kompania Samsung liderobs mexsierebis mikrosqemebis, monitorebis, DVD-pleerebis, mobiluri telefonebis da sxvadasxva bazarze. miuxedavad amisa, krizisidan gamosvlis procesi iyo sakmaod mtkivneuli, radgan
kompania Samsung-is xelmZRvanelobas mouxda Tavisi muSakebis TiTqmis naxevris ganTavisufleba, agreTve, gaeyida is qvedanayofebi, romlebic dakavebulebi iyvnen kompaniisTvis meorexarisxovani mniSvnelobis mqone saqmianobis mimarTulebebiT. sxva kompaniebic, iseTebi, rogorebic arian Hyundai da Daewoo, axlac awarmoeben brZolas TavianTi yofili didebis aRsadgenad. maT imperiebis
zogierTi qvedanayofi miyides ucxoel mflobelebs,
sxvebi TavianT beds elodebian sasamarTloebSi gakotrebis Sesaxeb saqmeebis ganxilvisas.
taivani. taivani, romelic xSirad moxseniebulia,
rogorc CineTis respublika, patara saxelmwifoa, romlis mosaxleoba Seadgens 22 mln kacs. ekonomikis ZiriTa38
di komponentis saxiT kerZo saojaxo kompaniebis gamoyenebam agreTve, saeqsporto vaWrobaze orientaciam saSualeba misca taivans gamxdariyo erT-erTi qveyana, romelic ukanaskneli sami aTaswleulis ganmavlobaSi ukavia
lideris pozicia msoflioSi ekonomikuri zrdis tempebis mixedviT: drois am monakveTis ganmavlobaSi qveynis
ekonomikuri zrdis saSualo wliurma maCvenebelma Seadgina 8%-ze meti. msoflios 500 umsxviles korporacias
Soris 5 modis taivanze
taivanis ekonomikuri ganviTarebis tempi imdenad
didi iyo, rom am qveyanas ukve ar SeeZlo ewarmoebina konkurentuli brZola, rogorc dabalanazRaurebadi samuao Zalis gamoyenebisas bazaze moqmedi samrewvelo cenrs.
swored amitom taivanuri kompaniebi bolo dros TavianT
Zalisxmevas mimarTavdnen ekonomikis ufro momgebian
dargebze, romlebic iZlevian saSualebas arsebiTad iqnes gazrdili dabandebuli resursebis Rirebuleba (magaliTad, avtomobilebis gamoSvebasa da eleqtromowyobilobebis warmoebaze). miuxedavad amisa, es kompaniebi
uwindeliviT saWiroebdnen dabalanseburad muSaobas. CineTsa da taivans Soris urTierTobebis problemebis miuxedavad, taivanis kompaniebi sul ufro met saxsrebs abandebdnen CineTis teritoriaze arsebul qarxnebSi, raTa
hqondeT ase aucilebeli dabalansebulad samuSao ZalTan wvdoma.
singapuri. britaneTis yofili kolonia singapuris
respublika patara kunZulovani saxelmwifoa. imisaTvis,
rom daeZlia qronikuli umuSevroba, romelmac moicva
qveyana 1965 wels damoukideblobis mopovebis Sedegad,
singapuris mTavroba Tavidanve gansakuTrebul mniSvnelobas aniWebda mrewvelobis Sromatevadi dargebis ganviTarebas. msgavsi ekonomikuri politika aRmoCnda imdnad warmatebuli, rom male singapuri gadavida ekonomikis ufro momgebian dargebze, iseTebze, rogoricaa navTobis gadamuSaveba da madnis qimiuri gamdidreba, agreT39
Rrma, daculi navsadguris irgvliv mdebare honkongi TamaSobs ,,fanjris~ rols, romelic xsnis gzas CineTis nawilze; swored amitom is Zalze mimzidvelia saerTaSoriso biznesisaTvis. hong kongis mier dakavebul
mcire teritoriaze cxovrobs TiTqmis 7 mln adamiani,
rac uzrunvelyofs maRalganviTarebuli, maRalproduqtiuli samuSao Zalis miwodebas mrewvelobis iseTi dargebisTvis, rogoricaa safeiqro dargebisa da eleqtromowyobilobebis warmoeba. garda amisa, hong kongi sabanko da safinanso momsaxurebas sTavazobs aRmosavleT
aziis qveynebis umravlesobas. hong kongis mosaxleobis
saerTo kulturis maRali donis, agreTve, qveynis xelsayreli geografiuli mdebareobis Sedegad iqca is faqti, rom hong kongis mewarmeebi mraval SemTxvevaSi saSuamavlo momsaxurebebs sTavazoben CineTTan biznesis warmoebis msurvel mTeli msoflios kompaniebs.
hong kongSi warmatebiT moqmedebs tvirTgadasacleli werti CineTidan momavali tranzituli tvirTebisaTvis. hong kongis porti saqonls iRebs CineTidan, romlis Semdeg amzadebs maT gadasatvirTad msoflios sxva
qveynebSi da piriqiT.
2007 wels hong-kongis saqonlis eqsportis moculobam 247 mlrd evro, xolo importma 250 mlrd evro
Seadgina (msoflio eqsportis 3,5% da importis 3,3%).
hong kongis mSp-ma 2008 wels 215 mlrd aSS dolari Seadgina.
CineTi
CineTi 1,346 mlrd mosaxleobiT (msoflio mosaxleobis 19,5%) aris yvelaze udidesi qveyana msoflioSi.
garda amisa, CineTi erT-erTi uZvelesi saxelmwifoa,
romelmac gamoiara rigi imperatorebis mmarTveloba. samoqalaqo omma SesaZlebeli gaxada iaponiis SeWra CineTSi
1931 wels. meore msoflio msoflio omis dasasruls iaponlebis gandevnis Semdeg samoqalaqo omi ganaxlda, sa41
loebiT 900 mln kaci. CineTis soflisa da qalaqis mosaxleobis cxovrebis dones Soris gazrdili wyvetilobis
aRmofxvra, warmoadgens erT-erT ZiriTad amocanas, romlis gadaWra mouwevT CineTis liderebs.
CineTi msoflios pirveli umsxvilesi eqsportiori
qveyanaa 2009 wlidan da warmoadgens metad mzard savaWro-ekonomikur da politikur Zalas. CineTi erTaderTi
mniSvnelovani gamowvevaa ganviTarebuli qveynebis globalur savaWro-ekonomikur urTierTobebSi. aRniSnuli
qveynebis Ria ekonomika da liberaluri savaWro politika didad uwyobs xels CineTis eqsportis zrdas da, Sesabamisad, mis socialur-ekonomikur ganviTarebas. vaWrobis msoflio organizaciaSi CineTis miReba, marTlac,
mniSvnelovani win gadadgmuli nabijia msoflio vaWrobis
ganviTarebisa da srulyofis mimarTulebiT.
2009 wels CineTis saqonlis eqsportis moculobam
1431 mlrd aSS dolari, xolo importma 1133 mlrd aSS
dolari Seadgina. CineTis mSp-ma 2008 wels 4,4 trln aSS
dolari, xolo 2009 wels 4,9 trln aSS dolari Seadgina
anu miuxedavad msoflio finansuri krizisisa, misi mSp wina welTan SedarebiT gaizarda 8,7%-iT. msoflios 500 umsxviles korporaciaTa Soris 30 modis CineTze.
indoeTi
indoeTis mosaxleobis raodenobiT (1,189 mlrd kaci) meore adgili ukavia msoflioSi. indoeTi britaneTis
imperiaSi Sedioda 1947 wlamde. 1971 wels indoeTis axladwarmoqmnilma saxelmwifom gadmoiRo britaneTis saxelmwifo sistemis mravali niSani, maT Soris, marTvis saparlamento sistema, damoukideli sasamarTlo organoebis Zlieri sistema da sxv. meore msoflio omis Semdeg
qveyanaSi batonobda saxelmwifo sakuTreba, ekonomikis
ZiriTadi dargebis sawarmoebze, maT Soris energetikuli
mrewvelobis kompaniebze, satransporto kompaniebsa da
mrewvelobis sawarmoebze. saxelmwifo sakuTreba gaxda
43
afrika
afrikis kontinentze 54 qveyanaa, romelTa mosaxleobis erToblivi raodenoba 815 mln-s aRemateba. XIX saukunis bolos afrikis didi nawili kolonizebul iqna evropis uZlieresi zesaxelmwifoebis mier (iseTebis, rogorebicaa belgia, safrangeTi, germania, italia, portugalia, espaneTi da didi britaneTi), romlebsac sWirdebodaT strategiuli samxedro miznebis miRweva an Sidapolitikuri moTxovnebis dakmayofileba. kolonializmis talRam sapirispiro moZraoba 1950iani wlebis Sua
periodSi daiwyo, rodesac evropis zesaxelmwifoebma erTimeoris miyolebiT dakarges kontroli TavianT koloniebze. kolonializmis kvali afrikaSi dRemde rCeba, rac
uSualod aisaxeba saerTaSoriso biznesis SesaZleblobebze. magaliTad, iseTi qveynebi, rogorebicaa Cadi, nigeria da kotdivuari (spilos Zvlis napiri), inarCuneben
mWidro ekonomikur da kulturul kavSirebs safrangeTTan. es qveynebi TavianT erovnul valutas ukavSirebdnen
safrangeTis valutas, dRes ki - evros. agreTve, emxrobian marTvisa da ganaTlebis sistemebis, samarTlebrivi
sistemis organizaciis frangul principebs. am kavSirebis wyalobiT, frangul samrewvelo kompaniebs, safinan46
axlo aRmosavleTi
axlo aRmosavleTi moicavs teritorias samxreT
dasavleT aziasa da CrdiloaRmosavleT afrikas Soris.
am regions uwodeben civilizaciis erT-erT akvans, radgan swored mis teritorias ukavSirdeba pirvelad msoflioSi glexuri meurneobebi, qalaqebi, mTavrobebi, kanonTa krebuli da damwerloba. garda amisa, es regioni
iyo msoflios rigi ZiriTad religiebis, maT Soris, qristianobis, iudaizmis da islamis aRmocenebis adgili. axlo aRmosavleTis istoria es konfliqtebisa da politikuri arastabilurobis istoriaa. XX saukunis II naxevris ganmavlobaSi am regionma gadaitana omebi israel
arabeTis, iransa da erays Soris da ori omi sparseTis yureSi. am omebma metismetad sariskod aqcia biznesis warmoeba axlo aRmosavleTSi.
bolo wlebSi saudis arabeTs pirveli adgili ukavia
axlo aRmosavleTSi mSp-is odenobiT, romlemac 2008
wels Seadgina 482 mlrd aSS dolari. SedarebisaTvis israelis mSp-ma 202 mlrd aSS dolari Seadgina, magram erT
sul mosaxleze Semosavali gacilebiT maRalia, vidre saudis arabeTSi.
48
axlo aRmosavleTSi ganlagebulia navTobiT mdidari qveynebi, magaliTad, saudis arabeTSi navTobis warmoebas moaqvs mSp-is 40% da eqsportidan Semosavlebis saerTo moculobis 90%. navTobiT mdidar axlo aRmosavleTis zogierT qveyanas aqvs sakuTari ekonomikis diversificirebis mcdeloba raTa uzrunvelyos ,,cxovreba navTobis Semdeg~. quveiTSi navTobis gayidvidan miRebuli
Semosavali gamoiyeneba investiciaTa STambeWdavi portfelis formirebisaTvis. dubai, arabTa gaerTianebuli
saemiroebidan erT-erTi, ucxoel investorebs sTavazobs
Tavisufali vaWrobis zonis yvela upiratesobas, agreTve,
SesaniSnav infrastruqturasa da arabeTis regionebSi saqonlis warmoebisa Tu eqsportisaTvis.
SedarebisaTvis saudis arabeTis saqonlis eqsportis moculobam 2007 wels 138 mlrd evro, xolo importma
66 mlrd evro Seadgina (msoflio eqsportis 1,9 da importis 0,9%).
entirebulia Tavisufal bazarze. samwuxarod, aseTi politikis gatarebis Sedegad momxdari 1990-iani wlebis
ekonomikuri bumis miuxedavad, axali aTaswleulis dasawyisSi samxreT amerikis zogierTi qveynis ekonomikuri
mdgomareoba Zlier Seirya. qveynebis ricxvSi, romlebic
2000 wlis Semdeg waawydnen seriozul ekonomikur da politikur problemebs, Sedian argentina, brazilia, kolumbia da venesuela.
brazilia teritoriis sididiT msoflios mexuTe,
argentina merve, kolumbia 26-e, xolo venesuela 33
qveyanaa. aseve mosaxleobis raodenobiT brazilia msoflios mexuTe qveyanaa.
2008 wels braziliis mSp-ma 1,6 trln aSS dolari, argentinis 326 mlrd aSS dolari, kolumbiis 241 mlrd
aSS dolari, xolo venesuelis _ 319 trln aSS dolari.
umsxvilesi eqsportioria brazilia, romlis eqsportma
2007 wels 114 mlrd evro, xolo importma 95 mlrd evro
Seadgina (msoflio eqsportis 1,6% da importis 1,3%).
sakontrolo kiTxvebi:
1. daaxasiaTeT saerTaSoriso biznesSi CrdiloeT amerikis, rogorc erT-erTi ZiriTadi bazris da saqmiani
centris roli;
2. daaxasiaTeT saerTaSoriso biznesSi dasavleT evropis, rogorc erT-erTi ZiriTadi bazris da saqmiani aqtivobis centris roli da mniSvneloba;
3. ra roli aqvs evros saerTaSoriso biznessa da angariSsworebaSi?
4. gaaanalizeT aRmosavleT da centraluri evropis
postkomunisturi qveynebis winaSe arsebuli socialur-ekonomikuri problemebi;
52
literatura:
1. Sengelia T., globaluri biznesi, Tb., 2010;
2. Die EU in der Welt. Die Auenpolitik der Europischen Union.
Europische Kommission, Luxemburg, 2007;
53
54
Tavi III
saerTaSoriso biznesis garemo
Sesaswavli sakiTxebi:
1.
2.
3.
4.
5.
6.
7.
, . . . . . 1997,
c. 179
55
56
saerTaSoriso bazari biznesis im subieqtTa urTierTqmedebis garemoa, romelTa saqmianoba calkeuli saxelmwifoebis erovnul sazRvrebs scildeba da viTardeba ekonomikis globalizaciis, ekonomikuri integraciisa
da biznesis formirebis pirobebis msoflio tendenciebis gavleniT.
saerTaSoriso bazris elementebia sxvadasxva qveynebis
saerToerovnuli bazrebi, romlebic Sedgeba lokaluri
bazrebisagan. amitom biznesis yvela subieqtis saqmianoba
erTdroulad sabazro garemos sxvadasxva doneze vlindeba. magaliTad, romelime gamomcemlobis saqmianoba,
romelic Tavis wignebs yidis mTel msoflioSi, ar Semoifargleba mxolod lokaluri bazriT, sadac igi iZens poligrafiul masalas. igi moqmedebs saerToerovnul da
saerTaSoriso bazrebis sivrceSi, romlis dros gamomcemlobis menejerebi iZulebuli xdebian gaiTvaliswinon
yvela is piroba da faqtori, romelic moqmedebs lokalur, saerToerovnul da saerTaSoriso bazrebze.
yovelive es iZleva daskvnebis gakeTebis saSualebas, rom sabazro garemos gaaCnia struqturuli doneebi,
romlebic Sesabamis gavlenas axdenen biznesis subieqtebis saqmianobaze.
arsebobs biznesgaremos oTxi done, es aris mikrodone (biznesis Siga garemo), mezodone (sabazro lokaluri garemo), makrodone (saerToerovnuli sabazro garemo) da megadone (saerTaSoriso sabazro garemo).
mikrogaremo moicavs biznesis subieqtis Siga urTierTobebs, romlebic mas esaWiroeba srulyofili funqcionirebisTvis. biznesis mikrogaremos miekuTvneba
firmis funqciuri da sxva saxis qvedanayofebi, romlebic
uzrunvelyofen misi muSaobis pirobebs. mikrogaremo,
aseve, moicavs: safinanso struqturebs (bankebi, investorebi), masobrivi informaciis saSualebebs, romlis meSveobiT xdeba firmebis reklamireba da sxv.
57
mezogaremo moicavs biznesis subieqtis funqcionirebis faqtorebisa da pirobebis erTobliobas lokalur doneze, maT Soris regionis ekonomikuri ganviTarebis dones da marTvis teritoriul organoebs. es teritoriuli warmonaqmni sxvadasxva lokaluri aqtebis
(dadgenilebebis, wesebis, SezRudvebis, aRkveTebis) dawesebis da aseve biznesis subieqtebis ganviTarebis lokaluri programebis miRebis saSualebas iZleva. mezogaremos doneze firmis saqmianobaze gavlenas axdenen araekonomikuri faqtorebic, esenia socialur-fsiqologiuri,
teqnologiuri, geografiuli da sxv.
makrogaremo biznesis subieqtebze did gavlenas
axdens. igi moicavs ekonomikis mdgomareobas, biznesis infrastruqturis ganviTarebis dones, kerZod, bazris im
institutebis ganviTarebas, romlebic moqmedeben saxelmwifoSi. makrogaremo, aseve, gulisxmobs regionTaSoris
urTierTqmedebebs saxelmwifos doneze da saxelmwifos
ekonomikur politikas. garda amisa, makrodoneze biznesis subieqtebis saqmianobaze did gavlenas axdens biznesis araekonomikuri garemo, anu kulturis mdgomareoba
sazogadoebaSi, qveynis fizikuri an geografiuli mdgomareoba da politikuri faqtorebi.
makrogaremos umTavresi komponentaa ekonomikuri
mdgomareoba saxelmwifoSi. ekonomikuri mdgomareoba xasiaTdeba stabilurobisa da saxelmwifosa da nacionaluri ekonomikis mdgradobis doniT, ZiriTadi makroekonomikuri maCveneblebis tempebis zrdiT, dasaqmebis da inflaciis parametrebiT da fasebis indeqsebiT.
ekonomikuri mdgomareobis daxasiaTebisaTvis didi mniSvneloba eniWeba erovnuli ekonomikis struqturis dadgenas ekonomikis saxelmwifo da arasaxelmwifo
seqtorebis Sefardebis WrilSi. aSS-Si amasTan erTad federaluri ekonomikis da regionuli ekonomikis Tanafardobis gansazRvra xdeba. mniSvnelovania, aseve, mocemuli
58
61
62
nebismieri biznessistema bunebriv garemosTan kavSirSi moqmedebs, romlis Semadgeneli nawili unda iyos
ekologiuri aspeqtebi. es ki sxvadasxva faqtorebis erTobliobaa, rogoricaa: bunebrivi resursebis xelmisawvdomoba, biznesis usafrTxo funqcionirebisTvis ekologiuri barierebis Seqmna, sawarmos produqciis mimarT
ekologiur moTxovnebi, produqciis warmoebisas an momsaxurebis gawevisas garemoze sawarmos zemoqmedebis
formebi.
aRniSnul sistemaze garkveul gavlenas axdenen saxelmwifo organoebi, romelTac garemos dacvis sferoSi
evalebaT zedamxedveloba da kontroli. saerTaSoriso
biznesSi momuSave menejerebma unda gaiTvaliswinon partniori qveyanas ekologiuri kanonzomierebebis amsaxveli samarTlis normebi da Seiswavlon Sesabamisi normatiul-samarTlebrivi aqtebi, raTa Tavidan aicilon sajarimo sanqciebiT gamowveuli zarali da sxv.
saerTaSoriso biznesze moqmed faqtorebis Seswavlas
didi mniSvneloba eniWeba, rac ganpirobebulia imiT, rom
ucxo garemoSi muSaoba iTxovs adaptaciasa da biznesis
warmarTvis meTodebis Secvlas.
samoqalaqo samarTlis anu kodificirebuli samarTlis sistema (Civil Law System) emyareba moqmedebaTa kodifikacias da iTvaliswinebs detalurad damuSavebuli
kanonebis kompleqss, romelic Sedis kodeqsSi. am kanonebis safuZvelze, sadac im moqmedebaTa detaluri CamonaTvalia, romelic nebadarTulia an ar aris nebadarTuli, xorcieldeba biznesi. zemoaRniSnul or sistemas Soris ZiriTadi gansxvaveba aris is, rom zogadi samarTlis
sistemis pirobebSi detalurad muSavdeba kontraqtebi,
sxvadasxva SesaZlebeli situaciebis gaTvaliswinebiT,
xolo samoqalaqo samarTlis sistema gamoricxavs aseT
detalizacias, vinaidan yvela sadavo sakiTxis pasuxi Camoyalibebulia samoqalaqo kodeqsSi. samoqalaqo, anu kodificirebul samarTals eyrdnoba 70-ze meti qveyana
(germania, safrangeTi, iaponia, saqarTvelo da sxv.).
religiuri samarTali (Religious Law) dafuZnebulia oficialurad dadgenili rwmenis wesebisa da religiuri wes-Cveulebebis sistemaze, ama Tu im religiuri
swavlebis (moZRvrebis) Sesabamisad. saxelmwifo marTvis
forma, romlis drosac moqalaqeTa samoqalaqo da kriminaluri qceva regulirdeba religiuri samarTliT, ewodeba Teokratia (Theocracy). iranSi, magaliTad, islamuri
religiismsaxurebis jgufi moqalaqeTa moqmedebebis kanonierebas da arakanonierebas gansazRvravs ,,yuranis~
Taviseburi ganmartebebis safuZvelze. religiurma samarTalma SeiZleba sagangebo problemebi Seqmnas kompaniebis saqmianobaSi. magaliTad, muslimanuri saRmrTo
wignis, yuranis Sesabamisad, sesxze procentis aReba RaribTa arasamarTlian eqspluataciad iTvleba. amitom
muslimanur qveynebSi funqcionirebadi kompaniebi da finansuri organizaciebi iZulebulni arian SeimuSaon finansuri xelSekrulebebis alternatiuli variantebi,
romlebic saSualebas miscems maT daagrovon da daabandon kapitali. muslimanuri komerciuli firmebi, umetes
SemTxvevaSi, sistemur dakreditebasTan SedarebiT upi65
., ., . . . 2006, gv.126.
66
imisaTvis, rom warmatebiT funqcionirebdes biznesi mimReb qveyanaSi, menejerebma unda daadginon kompaniis urTierTqmedebis swori wesi biznesis adgilobriv
garemosTan da SeinarCunon am qveynebis mTavrobebTan misaRebi urTierTobebi.
lur anazRaurebaze, romlis mixedviT ganisazRvreba danaxarjebi samuSao Zalaze; Tavisufali zonebis kanonebi,
romlebic ganapirobeben kompaniis mier sakuTrebis gamoyenebis wesebs; garemos dacvis debulebebi da aqtebi gavlenas axdenen warmoebis teqnologiis arCevasa da narCenebis likvidaciisaTvis saWiro danaxarjebis gansazRvraze. garda amisa, arasasikeTo cvlilebebma sagadasaxado
kodeqsSi SesaZlebelia minimumamde daiyvanos kompaniis
mogeba. samoqalaqo omebi, teroristuli aqtebi an ucxoeli biznesmenebis gataceba da, aseve, kompaniis sakuTrebis
eqspropriacia _ yovelive es Znelad prognozirebadia
da saqmiani operaciebisaTvis did safrTxes warmoadgens.
imisaTvis, rom ama Tu im qveyanaSi sworad ganisazRvros politikuri garemo, gamoiyeneba politikuri
riskebis Sefaseba (Political Risk Assessment) politikuri
riskebis sistematuri analizis procedura.
politikuri riskebi esaa nebismieri cvlileba
politikur pirobebSi, romelmac SeiZleba uaryofiTi
gavlena moaxdinos kompaniis saqmiani operaciebis momgebianobaze. yvela politikuri riski SeiZleba miekuTvnos
erT-erTs Semdegi sami kategoriidan, esenia:
1. sakuTrebis dakargvis riski, rodesac kompaniam SeiZleba dakargos Tavisi sakuTreba konfiskaciis an
eqspropriaciis Sedegad;
2. operaciuli riski, rodesac kompaniis mimdinare
saqmianobas an mis muSakebs safrTxe emuqreba mimRebi qveynis kanonebSi, garemos dacvis normebsa da sagadaxado kodeqsSi cvlilebebis gamo, aseve terorizmis, SeiaraRebuli ajanyebebis da sxv. mizezebis
gamo;
3. transfertuli riski, rodesac mTavroba zRudavs
kompaniis SesaZleblobebs gadaricxos fuladi saxsrebi qveyanaSi da mis farglebs gareT.
politikuri riskebi SeiZleba aisaxos rogorc qveyanaSi moqmedi yvela kompaniis saqmianobaze, aseve zogi68
erTi maTganis operaciebze. aqedan gamomdinare, ganasxvaveben makropolitikur risks (Macropolitical Risk), romelic moicavs qveyanaSi moqmed yvela kompanias. am saxis
riskis magaliTebia 90ni wlebis samoqalaqo omebi sieraleoneSi, zairSi, bosniaSi, avRaneTisa da erayis bolo
wlebis movlenebi.
mikropolitikuri riski (Micropolitical Risk), Seexeba marto romelime erT kompanias an romelime dargis
kompaniebs. 70-ni wlebis navTobis mrewvelobis nacionalizacia saudis arabeTSi mikropolitikuri riskis magaliTia, romelic ganpirobebuli iyo mTavrobis qmedebebiT. arasamTavrobo mikropolitikuri riskebi, aseve, seriozul gavlenas axdenen kompaniis saqmianobaze. magaliTad, kompaniebis Disneyland Paris da McDonald's is saqmianobam safrangeTSi fermerebis ara erTi saprotesto aqcia gamoiwvia. aris SemTxvevebi, rodesac protesti gadadis Zaladobis aqciaSi, rac sabolood ucxouri kompaniis daxurviT mTavrdeba. ase magaliTad, 2003 wels kompaniebma TotalFina Elf SA, Royal Dutch/Shell da Chevron Texaco
nigeris deltaSi droebiT Sewyvites saqmianoba mTavrobasa da adgilobriv eTnikur Temebs Soris saomari moqmedebebis gamo.9
nebismieri kompania, romelic miznad isaxavs axal
bazarze Sesvlas, unda flobdes ZiriTad informacias Sesabamis qveyanaze. imisaTvis, rom gakontroldes kompaniis politikuri riskebi, saWiroa qveynis politikuri da
ekonomikuri struqturis dadgena. kompaniis menejerebma
unda gaarkvion, rogoria qveynis politikuri wyoba: Zalaufleba erTi kacis, Tu erTi romelime partiis xelSia? qveyanaSi dominirebs sabazro urTierTobebi, Tu saxelmwifo regulirebis principi? mTavroba Tvlis, rom
ucxouri kompaniebi qveynis ekonomikuri ganviTarebis
erT-erTi saSualebaa, Tu piriqiT, xels SeuSlis ganviTa9
., ., ., . . 2006, . 146
69
rebas? kompaniis SemkveTebi sazRvargareT kerZo Tu saxelmwifo biznesis warmomadgenlebi arian? aseve, romel
struqturaSi Sedian konkurentebi? Tu es saxelmwifo
struqturaa, SeuZlia ucxour kompanias masTan Tanabar
pirobebSi konkurireba? ramdenad myaria arsebuli mTavrobis mdgomareoba da misi gadadgoma gamoiwvevs Tu ara
radikalur cvlilebebs ekonomikur politikaSi?
arsebobs mravali konsaltinguri firma, romelic
specializdeba politikuri riskebis SefasebaSi. es firmebi exmarebian saerTaSoriso kompaniebs im riskis xarisxis
dadgenaSi, romelic Tan sdevs ama Tu im qveyanaSi biznesis
warmarTvas. aseve, aris specialuri biuletenebi da Jurnalebi, sadac ibeWdeba sxvadasxva qveynebSi Catarebuli politikuri riskebis Sefasebis yovelwliuri Sedegebi.
., ., . . . 2006 , .136.
71
. . . .. 200 , gv.136
72
., ., . . . 2006 , .136
73
., ., . . . 2006, .140
74
bazarze cnobili saxelwodeba, an savaWro markis dasaxeleba, magram produqciis sxva qveyanaSi eqsportirebis
dros SeiZleba aRmoCndes, rom romelime mewarmem ukve
gaaforma sakuTrebis ufleba am qveyanaSi aseT markaze an
dasaxelebaze.
magaliTad, amerikulma kompaniam . Penney, romelmac analogiuri problemebis asacileblad Tavisi savaWro
markis registracia moaxdina bazrebis umravlesobaze, Tavis saxelwodebaze ufleba dakarga singapurSi mcire mewarmis gamo, romelmac Tavis or maRazias daarqva saxeli ,,. Penney Collections~. singapuris respublikis sasamarTlom . Penney savaWro marka scno kanonierad, magram Tavis mSobliur qveyanaSi da ara singapurSi, vinaidan es ufleba ar iyo gaformebuli saTanadod. am mizeziT amerikulma firmam singapurSi Tavisi saxeli dakarga.14
saerTaSoriso biznesis praqtikaSi aris SemTxvevebi, rodesac patentebis gaformebis, ganacxadebis ganxilvis gaWianurebis gamo kompaniebs yovelgvari gadaxdebis
gareSe SeuZliaT gamoiyenon sxva kompaniebis mier Seqmnili teqnologiebi da miiRon mogeba. amitom inteleqtualur sakuTrebas esaWiroeba srulyofili dacvis meqanizmis gamoyeneba.
76
., ., ., .. 2006, .144
monaklisebi, rogorc es moxda kompania Nestle-s produqciasTan dakavSirebiT, rodesac xelmZRvanelobam miiRo
uamravi kritikuli gamoxmaureba misi produqciis bavSvTa kvebis Sesaxeb mosaxleobis moTxovniT produqciis
Semotanaze akrZalviT.15
saqmiani samyaros internacionalizaciis Sesabamisad izrdeba interesi menejerebisa da kompaniebis eTikisa da socialuri pasuxismgeblobisadmi.
eTika individis piradi damokidebulebaa misi sakuTari gadawyvetilebebis, moqmedebebisa da qcevis koreqtulobisadmi. miuxedavad imisa, rom eTika ganisazRvreba
calkeuli individebis rwmenis konteqstSi, eTikuri qceva umravles SemTxvevaSi aRiqmeba rogorc qceva, romelic Seesabameba miRebul socialur normebs. rogorc wesi, nebismier sazogadoebaSi aris formaluri kanonebi,
romlebic asaxaven sazogadoebis wevrebis eTikur standartebs an qcevis socialur normebs. gansxvavebebi kulturaSi xSir SemTxvevaSi qmnian damatebiT eTikur sirTulebs. is, rac miRebulia erT kulturul garemoSi, SeiZleba miuRebeli da amoraluric ki aRmoCndes sxva kulturaSi.
amasTan erTad, adamianis religiur mrwamss eniWeba
didi mniSvneloba, vinaidan igi gansazRvravs adamianis
qcevis eTikur aspeqtebs. zogierTi religia ufro xist
wesebsa da normebs adgens, zogi ufro moqnils. da miuxedavad amisa, xSir SemTxvevaSi religiuri rwmena formalur kanonze ufro mZlavri faqtoria saqmiani qcevis
formirebaSi.
erTerTi umniSvnelovanesi eTikuri aspeqti saerTaSoriso biznesSi aris kompaniis damokidebuleba personalisadmi. sxvadasxva qveynebis kompaniebSi eTikuri qcevis
aspeqtSi yvelaze didi sxvaoba, Tavs iCens iseT sferoebSi, rogoricaa muSakebis samsaxurSi miReba da ganTavi15
78
., ., . . . 2006, .16
sufleba, Sromis anazRaurebisa da saTanado samuSao pirobebis uzrunvelyofa, damokidebuleba muSakis piradi
cxovrebis konfidencialurobisadmi da pativiscemis gamoxatva personalis mimarT.
mravali eTikuri problema dakavSirebulia imasTan,
Tu ra damokidebuleba aqvT muSebsa da momsaxure personals Tavisi kompaniisadmi, rac gulisxmobs interesebis
konfliqtebs da muSakebis patiosnebas.
biznesis warmarTvis kidev erTi mniSvnelovani eTikuri aspeqtia kompaniisa da misi muSakebis urTierTobebi
ekonomikuri saqmianobis sxva subieqtebTan. kompaniis interesebis mTavari subieqtebia: SemkveTebi, konkurentebi,
aqcionerebi, mimwodeblebi, dilerebi da profkavSirebi.
miuxedavad imisa, rom eTika adamianis individualurobis ganuyofeli nawilia, kompaniebi cdiloben SeimuSavon qcevis eTikis saerTo normebi da dauqvemdebaron
personalis qcevebi am normebs. es marTvis erT-erTi umniSvnelovanesi komponentia, radgan cnobilia, konfliqturi situacia Semoaqvs araeTikur qmedebebs (unethical
behavior)koleqtivSi da ra damangreveli Zalaa nebismieri
organizaciisaTvis xangrZlivi konfliqtebi.
biznesis warmarTvis eTikis sakiTxebi xorcieldeba
kompaniis socialuri pasuxismgeblobis konteqstSi. socialuri pasuxismgebloba es aris valdebulebebis erToblioba, romlebsac organizacia iRebs Tavis Tavze sazogadoebis interesebis dacvisa da misi Semdgomi ganviTarebis mizniT.
kompaniebs gaaCniaT socialuri pasuxismgebloba maTi saqmianobis SedegebiT dainteresebulTa winaSe, aseve,
garemos dacvisa da sazogadoebriv keTildReobasTan mimarTebaSi. zogierTi kompania pasuxismgeblobas iRebs samive CamoTvlili mimarTulebis mixedviT da maqsimalurad
cdilobs warmatebiT Seasrulos Tavisi movaleobebi. am
dros sxva kompaniebi irCeven am mimarTulebebidan erTs an
79
ors. arsebobs kompaniebi, romlebic socialur pasuxismgeblobas sazogadoebis winaSe arc erTi saxiT ar iReben.
kompaniis socialuri pasuxismgeblobis marTva moicavs misi saqmianobis iseTi mxareebis regulirebas, rogoricaa samarTlebrivi da eTikuri normebis Sesatyvisoba,
socialuri pasuxismgeblobis araformaluri aspeqtebi da
kompaniis Zalisxmevis Sefaseba, romelic mimarTulia am
kompaniis sazogadoebis winaSe pasuxismgeblobis zrdisken.
Tanamedrove etapze aris mcdeloba, rom ganxorcieldes
kompaniebis saqmianobis eTikuri da socialuri aspeqtebis
regulireba sakanonmdeblo berketebis gamoyenebiT. amis
magaliTebia iseTi kanonebi, rogoricaa ,,kanoni sagareoekonomikur saqmianobaSi korufciasTan brZolis Sesaxeb~, ,,kanoni ucxoel moqalaqebis mimarT kanondarRvevebis Sesaxeb~, ,,meqrTameobasTan brZolis konvencia~, aseve
Sromis saerTaSoriso organizaciis saqmianoba.
Foreign Corrupt Practices Act, FCPA _ ,,kanoni sagareo-ekonomikur saqmianobaSi korufciasTan brZolis Sesaxeb~, romelic ukrZalavs amerikul kompaniebs qrTamis
micemas sazRvargareTis saxelmwifo moxeleebisTvis am
qveyanaSi biznesis warmarTvisaTvis, miRebul iqna aSS-is
kongresis mier 1977 wels.
Alien Tort Claims Act _ ,,kanoni ucxoel moqalaqebis
mimarT kanondarRveve-bis Sesaxeb~ ukrZalavs aSS-is mravalerovnul korporaciebs mogebis miRebis mizniT ucxoeli moqalaqeebis uflebebis darRvevas.
Anti-Bribery Convention of the Organization for Economic
Cooperation and Development _ ,,meqrTameobasTan brZolis
konvencia~ miRebul iqna kanadaSi 2000 w. da Semdeg ratificirebul iqna kidev 33 qveyanaSi. es konvencia krZalavs
meqrTameobas saerTaSoriso saqmiani operaciebis ganxorcielebis dros, romlis damrRvevi isjeba kanoniT.
International Labor Organization, ILO _ Sromis saerTaSoriso organizacia, romlis amocanaa Sromis pirobebis
80
., ., ., ., .
., 1987.
81
biznessistemis ekologiuri Semadgeneli warmoadgens Semdegi faqtorebis erTobliobas: bunebrivi resursebis xelmisawvdomoba, biznesis usafrTxo funqcionirebisTvis ekologiuri barierebis Seqmna, sawarmos produqciis mimarT ekologiuri moTxovnebi, produqciis
warmoebisas an momsaxurebis gawevisas garemoze sawarmos
zemoqmedebis formebi.
saxelmwifos ekologiuri funqciebi xorcieldeba
Sesabamisi ekonomikuri, organizaciuli da samarTlebrivi meqanizmebis meSveobiT.
garemos dacvis ekonomikuri meqanizmi miznad isaxavs:
garemosdacviTi RonisZiebebis dagegmvasa da dafinansebas;
bunebrivi resursebiT sargeblobis regulirebas,
gamonabolqvebisa da Camdinare wylebis limitebis
dadgenas;
bunebriv resursebze da garemos dabinZurebaze
gadasaxadebis normativebis gansazRvras;
resursdamzogveli teqnologiebis mqone da aratradiciuli saxis energiis momxmarebeli sawarmoebisadmi sagadasaxado, sakredito da sxv. SeRavaTebis gawevas;
bunebrivi garemosa da adamianis janmrTelobisadmi miyenebuli zaralis anazRaurebas.
ekologiuri funqciis samarTlebrivi meqanizmis mizania bunebrivi garemos xarisxis uzrunvelyofa samarTlebrivi regulirebis saSualebebiT. mTeli rigi aseTi
kanonebisa miznad isaxavs bunebrivi garemos SenarCunebas,
sameurneo saqmianobis garemoze da adamianis janmrTelobaze mavne zemoqmedebis acilebas, garemos gajansaRebasa da misi xarisxis amaRlebas.
saerTaSoriso doneze damwyebma da aqtiurad moqmedma biznesmenma unda icodes, ra danakargebTan aris dakavSirebuli misi saqmianoba. ekonomikur aspeqtSi meur83
neobrivi saqmianobis Sedegebi es pirdapiri da iribi danakargebis jamia, romelic dakavSirebulia warmoebis
efeqtianobis klebasa da resursebis araracionalur gamoyenebasTan. aq saqme gvaqvs erovnuli simdidris danakargebsa da xarjebis zrdasTan, romelic gamowveulia
narCenebis moculobis gadidebasTan. rac Seexeba narCenebs, unda iTqvas, rom igi uaryofiT gavlenas axdens ara
marto ekonomikaze, aramed garemos mdgomareobasa da
adamianis janmrTelobaze. aq igulisxmeba ara marto nedleulis, masalebisa da energiis narCenebi, aramed xmauri,
vibracia, mtveri, energetikuli gamosxiveba da sxv.
msoflioSi cnobilia romeli saxis biznesi ra ekologiur problemebTan aris dakavSirebuli. agrobiznesi,
romelic masobrivad iyenebs mineralur sasuqebsa da Sxamqimikatebs, did zians ayenebs garemos. mineraluri sasuqebis mxolod 40-50% ixarjeba daniSnulebisamebr, danarCeni niadagidan irecxeba atmosferuli da gruntis wylebiT,
xvdeba mdinareebSi, tbebSi, zRvebsa da okeaneebSi.
myari sayofacxovrebo narCenebis warmoqmnis wyaroa
sarestorno, turistuli, sakurorto da sastumros
biznesi. narCenebis lpoba-mineralizacia ramdenime weli
grZeldeba. maTi narecxi nakadebi qimiurad da baqteriologiurad abinZureben mdinareebsa da gruntis wylebs.
mrewvelobis dargis kompaniebi mudmivad ayeneben
zians garemos Camdinare wylebis, gamonabolqvis saxiT.
maTi saqmianobis Sedegad izrdeba qimiuri damabinZureblebis Semadgenloba niadagsa da kvebis produqtebSi. gansakuTrebiT saSiSia qimiuri da birTvuli sawarmoebis
narCenebi.
erovnuli simdidris danakargebs, romelic gamowveulia avariebiT, katastrofebiTa da bunebrivi resursebis uyairaTo gamoyenebiT, mivyavarT ZiriTadi fondebis,
savargulebis, miwisa da tyis resursebis mwyobridan gamosvlamde.
84
am problemebis gadawyvetSi didi roli eniWeba ekonomikis ekologizacias, anu konkretuli teqnologiurekonomikuri RonisZiebebis gatarebas, romelic moicavs
resursebis dazogvas, energiis principulad axali wyaroebis Ziebas, mcirenarCenian warmoebas, narCenebis gadamuSavebas da sxv. amisaTvis ki ekologiuri daniSnulebis
teqnikaze ar unda dawesdes maRali gadasaxadebi da rogorc sazRvargareTis gamocdileba cxadyofs, ekologiurad orientirebuli saqmianobisTvis saWiroa xelsayreli sagadasaxado klimatis Seqmna, raTa ar Seiqmnas damatebiTi barieri garemosdacviTi investiciebisTvis.
gamomcemloba Washington Profile http://posecur.ru/202.htm
aSS-is biznesstruqturebis saqmianobis Sesaxeb aRniSnavs, rom aq ukve gadavidnen biznesis warmarTvis axal modelebze, rodesac iyeneben ,,mwvane~ politikas, anu kompaniebi cdiloben miaRwion fuladi saxsrebis ekonomias
da amasTan erTad, SeinarCunon planeta. ase magaliTad,
gadasvla eleqtronul dokumentbrunvaze kompanias qaRaldis yidvaze gaweuli xarjebis ekonomiis saSualebas
aZlevs da, amasTan erTad, qaRaldis warmoebisTvis saWiro xe-tyis resursis dazogva xdeba. aseve, informaciuli
teqnologiebis masStaburi gamoyenebiT (internet-konferenciebi, skaipi) saqmian partnerebTan da klientebTan
samivlinebo xarjebis da benzinis ekonomia miiRweva. amavdroulad, es garemos naklebi dabinZurebis saSualebacaa. unda aRiniSnos, rom ucxoel biznesmenebs kargad
aqvT gacnobierebuli, rom biznesis ganviTareba ekologiuri normebis dacviT xels uwyobs kompaniis dadebiTi
imijis formirebas msoflio bazarze da sazogadoebaSi.
msoflio bankis mier gamoqveynebuli gamokvlevebis
mixedviT amerikuli korporaciebis 82% da evropis - 76%
oficialurad acxadebs, rom garemos dacva maTi saqmianobis erT-erTi prioritetia da isini aqveyneben wliuri
85
sakontrolo kiTxvebi:
1. ra aris biznesis garemo da ra elementebs moicavs igi?
2. ras gulisxmobs sabazro garemos mraval-donianoba?
3. CamoTvaleT biznesgaremos oTxi done da mokled daaxasiaTeT isini.
4. rogoria gare faqtorebis struqtura?
5. ra mniSvneloba eniWeba samarTlebriv garemos biznesSi?
6. ratom aris saWiro religiuri samarTlis codna saerTaSoriso biznesSi?
7. ratom uWirT kompaniebs politikuri situaciisa da
politikuri riskebis Sefaseba sxva qveyanaSi?
17
86
literatura:
1. Tolordava J., biznesi da ekologiuri riskebi, J.
,,ekonomika da biznesi ,3., 2010;
4. ., ., . ,
. 2006;
5. , , . ,
. . 1987;
6. , , . .,
. , 1997;
7. http:// market-pages.ru/business/78/html.
;
8. http:// vuzlib.net/beta3/html/15688/5721/ ;
9. ., -
, J. ,,socialuri ekonomika~ #2 2004;
10. http:// www.imcl. ru/ecology/080907. ,
.
87
Tavi IV
saerTaSoriso vaWroba: Teoria da
praqtika
Sesaswavli sakiTxebi:
1. merkantilizmis Teoria da politika;
2. absoluturi upiratesobis (a.smiTis) Teoria;
3. fardobiTi upiratesobis (d. rikardos) Teoria;
4. warmoebis faqtorebis Tanafardobis hekSer-olinis Teoria da misi testireba;
5. saerTaSoriso vaWrobis alternatiuli Teoriebi;
6. linderis moTxovnasTan Tanafardobis hopoteza;
7. saerTaSoriso produqtis sasicocxlo cikli;
8. maikl porteris saerTaSoriso konkurenciis Teoria;
9. saerTaSoriso savWro politikis instrumentebi.
sul mcire, sami aseuli welia, rac mecnierebi ikvleven problemas, Tu ratom vaWroben saxelmwifoebi
(erebi) erTmaneTTan. pasuxi warmodgenil kiTxvaze dResac aqtualuria, ara marto sakiTxis mecnieruli Sesawavlis, aramed saerTaSoriso savaWro garigebebis praqtikuli realizaciis, vaWrobis mimarTulebebis, struqturis da moculobis gansazRvrisTvis.
sagareo vaWrobis sakiTxis Seswavla XVI-XVII ss.-Si
merkantilizmis epoqaSi daiwyo.
merkantilizmis Teoriisa da politikis arsi ganisazRvreboda Semdegi principebiT: (1) erebis simdidre damokidebulia saganZuris dagrovebaze, rac Cveulebriv oqros saxiT aris warmodgenili; (2) simdidris
zrdis mizniT mTavrobam unda gaataros politika,
romliTac xels Seuwyobs eqsports da SezRudavs imports.
evropaSi feodalizmis ganviTarebasTan erTad saxelmwifoebSi Zlerdeboda simdidris mopovebis survili,
ramac biZgi misca did geografiul aRmoCenebs. naosnobis
ganviTarebam SesaZlebeli gaxada axali kontinentebis
aRmoCena. dasavleT naxevarsferoSi moiZies oqro, ris safuZvelzec gafarTovda fulis saxiT oqros gamoyenebis
SesaZleblobebi. Zlieri saxelmwifoebi koloniebs ipyrobdnen da ibrZodnen gavlenis sferoebis gadanawilebisTvis. gaizarda qalaqebis ricxvi. aRorZinebis epoqaSi
ganaTlebis saerTo done amaRlda.
am istoriul fonze saWiro gaxda axali ekonomikuri koncefcia, romelic axali meurneobrivi sistemis Sesabamisi iqneboda da erovnuli ekonomikis ganviTarebisTvis ucxouri eqspansiis aucileblobas daamtkicebda.
aseTi Teoria gaxda merkantilizmi (T. mani, u. peti).
merkantilizmis mimdevarTa azriT, SezRuduli simdidre
arsebobs, anu erTi qveynis simdidris zrda SesaZlebelia
sxva qveynis gaRaribebis xarjze. ramdenadac gamdidreba
SesaZlebelia simdidris gadanawilebis gziT, amitom
89
rebis mier. damnaSaveebs mkacrad sjidnen. mTavroba sagareo vaWrobis nebas rTavda gansazRvrul kompaniebs gansazRvruli marSrutiT, mTavroba axdenda eqsportis
subsidirebas, nedleulis importi ar ibegreboda da a. S.
merkantilistebma pirvelebma miaqcies yuradReba
sagareo vaWrobis rols qveynis ekonomikur zrdaSi, Seqmnes misi ganviTarebis erT-erTi modeli: pirvelad Semoitanes ekonomikaSi aRricxvis forma, rasac dRes sagadasaxdelo balansi ewodeba.
merkantilistebis Sexedulebebis SezRuduloba
Cans im TvalsazrisSi, rom erTi qveynis gamdidreba xdeba
meoris gaRaribebis xarjze. maT ver gaTvales, rom gamdidreba SesaZlebelia qveynis ganviTarebis gziTac. Tumca, fiziokratebisgan gansxvavebiT, romelTac ignorireba gaukeTes sagareo vaWrobas, merkantilistTa ideebma
biZgi misca klasikuri skolis Sexedulebebis Camoyalibebas saerTaSoriso ekonomikaSi.
merkantilistTa Sexedulebebi pirvelad gaakritika ingliselma ekonomistma devid iumma (1711-1776 ww.),
romelmac Seqmna urTierTzemoqmedebis modeli: fasi
sanelebeli nakadi. man eWvqveS daayena merkantilistTa
azri, rom qveynebs SeuZliaT usasrulod daagrovon oqro da es gavlenas ar moaxdens maT saerTaSoriso konkurentunarianobaze. savaWro balansis dadebiTi saldos
SenarCuneba gazrdis qveynis SigniT fulis miwodebas da
gamoiwvevs xelfasis da fasebis zrdas. fasebis zrdis Sedegad qveynis konkurentunarianobac daecema. da piriqiT,
qveynidan oqros gadineba dascems fasebis dones da aamaRlebs qveynis konkurentunarianobas. amrigad, Siga
faqtorebi savaWro balansis dadebiTi saldos SenarCunebas ewinaaRmdegeba. misi azriT, swored, qveynebs Soris
oqros moZraoba aris erovnuli ekonomikebis faruli mowesrigebis meqanizmi, xolo Tu eqsportis sidide mimarTuli iqneba importis moculobasTan Sesabamisobisken,
savaWro saldo nulis toli gaxdeba.
91
XVIII s-is dasasruls merkantilisturi Sexedulebebi Secvala fritrederulma, romelic amtkicebda, rom
calkeuli eris interesebSi Sedis vaWrobis yovelgvari
Tavisufleba ubralod xalxma unda ivaWros ise, rogorc maT surT. ZiriTad sakiTxad rCeboda im faqtorebis gansazRvra, romlebic wamyvan rols asruleben savaWro struqturis formirebisas.
marTalia, merkantilistebis epoqa meTvramete saukunis dasawyisisTvis dasrulda, magram maTi mravali argumentiT dResac sargebloben neomerkantilistebi da
politikosebi, romelTac surT SemzRudavi savaWro politikis gatareba. magaliTad, amerikuli kompaniebis menjerebi aprotesteben iaponiis savaWro politikas, romlis proteqcionistuli xasiaTi iaponuri kulturis gavlenas ganicdis. aSS dolars da iaponur iens Soris sacvleli kursiT manipulireba aRniSnuli qveynebis savaWro
politikis umiSvnelovanesi berketia konkurenciul
brZolaSi.
S saqoneli
T saqoneli
ukraina
(SromiTi danaxarjebi)
12 sT.
4 sT.
cxrilSi #1 mocemulia droiTi monacemebi, romelic saWiroa konkretuli saqonlis erTeulis sawarmoeblad calkeul qveyanaSi. Cans, rom S saqonelis erTeulis
warmoebaze saqarTveloSi naklebi dro ixarjeba, vidre
ukrainaSi, rac niSnavs saqarTvelos absolutur upiratesobas ukrainasTan mimarTebaSi, S saqonlis warmoebaSi.
Tavis mxriv, ukraina flobs absolutur upiratesobas T
saqonlis warmoebaSi. Tu saqarTvelo Seamcirebs T saqonlis warmoebas, gazrdis S saqonlis warmoebas, ukraina ki,
piriqiT. amgvarad, gvaqvs Sromis saerTaSoriso danawileba da saerTaSoriso vaWroba absoluturi upiratesobis principis safuZvelze.
im SemTvevaSi, Tu saqarTvelo T saqonlis warmoebas
Seamcirebs, 1 erTeuliT dazogavs 6 saaTs da am dros moaxmars ori cali S saqonlis warmoebas. ukrainaSi ki 1 cali S saqonlis warmoebis ekonomiiT Tavisufldeba 12 saaTi, romelic SeiZleba gamoyenebul iqnas damatebiT 3 erTeuli T saqonlis sawarmoeblad. am SemTxvevaSi, mTlianad S saqonlis msoflio warmoeba 1 erTeuliT gaizrdeba,
T saqonlis ki 2-iT.
amrigad, msoflio warmoeba izrdeba ara damatebiTi
resursebis moxmarebis, aramed Sromis saerTaSoriso danawilebis safuZvelze (ix. cxrili 2).
94
saqarTvelo
ukraina
+2 c
1 c
1 c
+3c
mTeli
msoflio
+1 c
+2c
absoluturi upiratesobis Teoriis safuZvelia bunebrivi upiratesobis arseboba, magram arsebobs SeZenili
upiratesobebic.
absoluturi upiratesobis modeli: saerTaSoriso vaWroba momgebiania im SemTxvevaSi, Tu ori qveyana
vaWrobs iseTi saqonliT, romelsac awarmoeben mcire
danaxarjebiT partnior qveyanasTan SedarebiT.
Tu davuSvebT, rom Sroma warmoebis erTaderTi faqtoria da qveyanaSi sruli dasaqmebaa, absoluturi upiratesoba niSnavs, rom pirvel qveyanas naklebi dro sWirdeba mocemuli saqonlis erTeulis sawarmoeblad sxva
qveyanasTan SedarebiT.
aRniSnulis miuxedavad, a. smiTis daskvnebi xSir SemTxvevaSi arasrulyofili iyo. man ver ukuagdo mtkiceba
imis Sesaxeb, rom importis SezRudva qmnis axal samuSao
adgilebs. amasTan, is imedovnebda, rom calkeuli eri
flobs absolutur upiratesobas Tavisi savaWro partniorebis mimarT, rom miawodos imdenive saqoneli, ramdenic Seisyideba sazRvargareT, mxolod im pirobiT, Tu
vaWroba iqneba Tavisufali SezRudvebisa da reglamentaciebisagan. Tumca bevri kiTxva upasuxod darCa.
warmoebaSi. amgvari gamokvleva gaakeTa d. rikardom naSromSi `politikuri ekonomiisa da dabegvris safuZvlebi~
(1819). man Camoayaliba urTierTsargebliani vaWrobis da
saerTaSoriso specializaciis saerTo principi, romelSic smiTis modeli ganixila kerZo SemTxvevis saxiT. (ix.
cxrili 3)
cxrili 3. erTi qveynis absoluturi upiratesobebi
yvela saqonlis warmoebisas
(fardobiTi upiratesobis SemTxveva)
S saqoneli
T saqoneli
saqarTvelo(SromiTi danaxarjebi)
4 sT.
2 sT.
ukraina
(SromiTi danaxarjebi)
5sT.
5 sT.
danaxarjebi sawarmoo danaxarjebis gaangariSebisas umniSvnelovanes faqtorad iTvleboda. XIX saukunis dasasrulsa da XX saukunis dasawyisSi saerTaSoriso vaWrobaSi struqturuli Zvrebi ganxorcielda. bunebrivi resursebis, rogorc Sromis saerTaSoriso danawilebis
faqtoris roli arsebiTad Semcirda. Seicvala Sromis
mwarmoeblurobac da vaWroba ganviTarebis Tanabari donis qveynebs Soris (aSS da dasavleT evropa) gaaqtiurda.
Tumca, XX saukunis 40-50 wlebSi msoflio bazarze ganviTarebulma tendenciebma cxadhyo hekSer-olinis Teoriis Seusabamoba realobasTan. hekSer-olinis Teoriis samarTlianobis Semowmeba mravalma mkvlevarma scada, romelTa Soris aRsaniSnavia vasil leontievis kvleva, romelic leontievis paradoqsis saxeliT aris cnobili
(1953).
omisSemdgom periodSi aSS, sxva qveynebTan SedarebiT, ufro metad iyo kapitaliT uzrunvelyofili da
xelfasic ramdenadme didi iyo. hekSer-olinis Teoriidan
gamomdinare, aSS iTvleboda kapitalis eqsportior da
Srometevadi saqonlis importior qveynad, Tumca leontievis kvlevis Sedegebi paradoqsuli aRmoCnda: aSS-is
eqsportis Sromatevadobis done maRali iyo aSS-is importis Sromatevadobis donesTan SedarebiT. vasil leontievma 50-ian wlebSi Seamowma hekSer-olinis Teoriis
samarTlianoba da faqti, rom aSS hekSer-onilis Teoriis
mixedviT ekonomikaSi iTvleboda kapitalis eqsportiorad. gamokvlevis Sedegi paradoqsuli aRmoCnda: hekSerolinis Teoria realobas scildeba, radganac arsebobs
faqtorTa simravle, romelTa uaryofac ar SeiZleba.
aSS-Si ki kapitali warmoebis faqtorTa Soris arc ise
Warbad aRmoCnda: amerika iyo iseTi saqonelis eqsportiori, romlis warmoebaSi miwa da maRalkvalificiuri kadrebi gamoiyeneboda, xolo importirdeboda kapitaltevadi produqcia.
kapitaltevadi saqonlis importi SeiZleba aixsnas
Semdegnairad: aSS-s Semohqonda nedleuli, romlis warmoebac maRali kapitaltevadobiT xasiaTdeba. mniSvnelovania kvalificiuri samuSao Zalis sakiTxic: sakadro potenciali, upirvelesad, iqmneba ganaTlebaSi ganxorcielebuli investiciebis xarjze. maRali kvalifikaciisa da
muSaTa profesiuli momzadebisTvis xangrZlivi periodia saWiro da es dro Zvirad fasobs. es niSnavs, rom neoklasikur koncefciaSi aucilebelia warmoebis faqtorTa
100
ricxvis zrda. amasTan, hekSer-olinis Teoria satransporto danaxarjebs ignorirebas uwevda, Tumca arsebobs produqcia, romelze gaweuli satransporto danaxarjebi ufro maRalia, vidre mis warmoebaze gaweuli
xarjebi. aseve, umniSvnelovanesia momxamarebelTa gemovnebaSi arsebuli gansxvavebebi. magaliTad, aSS-Si warmatebulad iyideba franguli warmoebis sunamoebi, tansacmeli da Rvino, maSin rodesac aSS awarmoebs igive saqonels, Tanac sakmaod iafad.
v. leontievis ideis ganviTarebaze sxva qveynebic
muSaobdnen: 1959 wels iaponiaSi eqsport-importis analizma aCvena, rom qveyanas gaaqvs kapitaltevadi da Semoaqvs Sromatevadi produqcia. es ewinaaRmdegeba hekSerolinis Teorias, Tumca aSS-iaponiis ormxrivi vaWroba
Seesabameboda hekSer-olinis Teoriis Sedegebs.
paradoqsuli Sedegebi miiRo indoelma mecnierma r.
bxaradvaJem, romelmac indoeTis sagareo vaWroba gamoikvlia.
bevri mkvlevari am problemis axsnisas cdilobda
konkretuli qveynis sagareo savaWro kavSirebis kvlevisas esargebla e.w. ,,Sesworebuli~ neoklasikuri koncefciiT. Sesworebis ZiriTadi datvirTva modioda faqtorTa ricxvis zrdaze. upirveles yovlisa, kvlevaSi CarTes
damatebiTi faqtorebi: ,,teqnologia~, ,,kvalificiuri
samuSao Zala~, ,,xarisxi~ da a.S.
kvlevis amgvari midgoma mkafiod aris Camoyalibebuli amerikeli mkvlevarebis s. robokisa da k. simondsis naSromebSi. maTi azriT, ,,vaWrobis tradiciuli Teoriis mier warmoebis internacionalizaciis procesis
arsSi Cawvdomis uunaroba SeiZleba aixsna sakiTxis araswori dasmiT. vaWrobis Teoriam dasva kiTxva: ratom vaWroben erebi? es ar aris konkretuli kiTxva. biznesmenebs
sul ufro meti saqoneli SeaqvT da gaaqvT qveynebSi, amasTan saqoneli ar scildeba erTi firmis farglebs. kiTxva
unda daisvas ase: ratom moZraobs saqoneli da momsaxureba erebs Soris? am kiTxvaze pasuxis gacemisas naTeli
xdeba, rom erTeuli, romelic iRebs gadawyvetilebas
es aris komerciuli dawesebuleba da ara eri~ (Robok S.H.,
Simmonds K. International Business. How Big is it?, 1973, #4
P.91).
amgvari midgomis obieqturi safuZveli aris ekonomikuri mecnierebis mier zogadad aRiarebuli faqti, rom
sagareo savaWro operaciebis mniSvnelovani nawili faqtobrivad firmaTaSoris gacvlaa. firmaTaSoris vaWrobis Tavisebureba, riTac igi gansxvavdeba tradiciuli sagareo vaWrobisgan, gamoxatulia Tanamedrove sagareo
gacvlis Tvisobriv xasiaTsa da TaviseburebaSi. firmaTaSorisi vaWroba eyrdnoba damxmare nawilebisa da naxevarfabrikatebis gacvlas. rogorc sagareo vaWrobis ganviTarebis tendenciis analizi gviCvenebs, swored amgvari
Sigadargobrivi gacvla gamoirCeva swrafi tempebiT.
saerTaSoriso monopoliebi dainteresebulni arian
upirvelesad iseT qveynebs miawodon saqoneli, romlebic
sakuTari maxasiaTeblebiT monopoliis warmoSobis qveynis parametrebs emTxveva. sagareo savaWro statistika
mowmobs, rom sagareo vaWroba farTovdeba ganviTarebul
qveynebs Soris (msgavsi qveynebis Teoria).
saerTaSoriso monopoliebis amgvari moqmedeba,
pirdapiri investiciebis miznidan gamomdinare, xSirad
ewinaaRmdegeba fardobiTi upiratesobis doqtrinas.
102
mag.: kapitalis gatanis mizania maRali saprocento ganakveTis miReba, ganviTarebad qveynebSi ki cota kapitalia,
procenti ki maRali. es daskvna gamomdinareobs fardobiTi upiratesobis kanonidan, sinamdvileSi ki, Tanamedrove periodSi kapitalis gatanis mizani miwodebis alternatiuli wyaros Ziebaa.
analogiurad, nedleulis miwodebis wyaros arCevisas, firmis mmarTveli ganyofileba upiratesobas aniWebs
ufro Zvir mimwodeblebs, magram im firmas, romelic
mTlianad mis daqvemdebarebaSia. yvela SemTxvevaSi, kontrolis xarisxi yvelaze mniSvnelovania saqonlis an warmoebis faqtorebis fasebTan SedarebiT.
magaliTad, qveynebis stabiluroba erT-erTi indikatoria, romelic gamoiyeneba germaniaSi investiciebis
ganxorcielebis Sefasebisas. misi mniSvneloba Zalian maRalia xelfasis donesTan da kreditis procentTan, anu
samuSao Zalis da kapitalis fasebTan SedarebiT.
103
mwarmoeblurobis zrda, romelic ganpirobebulia moTxovnis zrdiT, amcirebs am xangrZlivi moxmarebis saqonlis fass da zrdis eqsports. amrigad, mosalodnelia,
rom qveyana eqsportis saxiT gaitans im saqonels, romlis
xvedriTi wili saSinao moxmarebaSi maRalia.
s. linderma ganixila teqnologiurad axali saqonlis Taviseburebebi, romeliTac meoce saukunis 40-50
wlebSi amerikuli firmebi gavidnen evropis bazarze. mdidari amerikeli ufro TavSekavebuli aRmoCnda axali ZviradRirebuli amerikuli warmoebis saqonlis moxmarebaSi.
evropelTa cxovrebis donis amaRlebis paralelurad ki
axalma amerikulma saqonelma monaxa Tavisi gza evropisken.
s. linderi akeTebs daskvnas, rom teqnologiurad
rTuli nakeToba firmebis mier iqmneba rogorc ukve arsebul moTxovnaze pasuxi, reaqcia, upirvelesad saSinao
bazrisTvis, Semdgom firma afarToebs warmoebas da gadis sagareo bazarze. es niSnavs, rom moxmarebis struqtura importior qveyanaSi maqsimalurad axlos unda
iyos kompaniis mmarTveli ofisis qveynis moTxovnis
struqturasTan.
magaliTad, Tu amerikeli awarmoebs CaquCs, romlis Rirebulebac 100 aSS dolaria, mas SeiZenen iaponiaSi,
an germaniaSi. ar SeiZenen ganviTarebad qveynebSi, radgan
aq urCevniaT CaquCi SeiZinon 10 aSS dolarad.
s. linderis moTxovnasTan Tavsebadobis Teoria
xsnis sagareo vaWrobis ganviTarebis tendenciebs ganviTarebul qveynebs Soris, sadac saqonlis sawarmoo da samomxmareblo moTxovnebi analogiuria.
linderis hipoTezas saboloo Semowmeba ar gauvlia. misi Tvalsazrisi eqsportisa da SedarebiT maRali
fasis saqonlis Sesaxeb, samarTliania saavtomobilo bazrisaTvis, ramdenadac calkeul qveyanas ufro meti gaaqvs im markis manqanebi, romelTa fasic Seesabameba maTi
sakuTari Semosavlis dones. Tumca s. linderis Teoria
mxolod teqnologiurad rTuli saqonlis sagareo ba104
zarze miwodebis aspeqtebs xsnis. misi damatebiTi damuSavebis Semdeg Seiqmna ,,saerTaSoriso produqtis sasicocoxlo ciklis Teoria~.
mecnierebatevadi, maRalteqnologiuri dargebis
ganviTarebam da produqciis saerTaSoriso gacvlam gamoiwvia neoteqnologiuri mimarTulebis Camoyalibeba.
erovnuli produqtis ganawilebaSi izrdeba maTi wili, vinc gamoimuSavebs ufro rTul siaxles da flobs
sakmarisad maRal kvalifikacias warmoebaSi gamosayeneblad. mtp sagareo vaWrobis gafarToebis wamyvani faqtori xdeba da eWqveS ayenebs warmoebis faqtorebTan dakavSirebuli Teoriis gamartivebul variants. mtp aris codnis potencialis zrda, warmatebis faqtorTa zrda, romelTa anazRaureba dakavSirebulia patentebis, licenziebis gayidvidan miRebul SemosavalTan. warmatebis faqtorebis msgavsad, axali teqnologiis mier erovnuli
sazRvrebis gadalaxvis dros didi winaaRmdegoba warmoiSoba. axali informaciis importi Zviri jdeba. xSirad mis
gacemas krZalavs saxelmwifo. mtp-is analizis CarTva
kvlevis procesSi imis saSualebas iZleva, rom gamovavlinoT zogadad sagareo vaWrobis struqturis cvlilebis
kanonzomierebani.
19
., ., , . . 2006, . 57
106
saerTaSoriso konkurenciis Taviseburebebi. konkurenciis strategiis Sesaxeb zemoT mocemuli debulebebi samarTliania rogorc sagareo, ise saSinao bazrisTvis. amasTan, saerTaSoriso konkurencias aqvs zogierTi
Tavisebureba. m. porterma gamoacalkeva ori dargi konkurenciis Taviseburebebidan gamomdinare:
- mravalerovnuli dargebi. saerTaSoriso masStabiT aseTi dargi warmodgeba erovnuli dargebis erTobliobis saxiT, romelSic kompania ver atarebs erTian
konkurenciul strategias. aseTi dargis magaliTia Semnaxveli bankebi.
-globaluri dargebi, romelTac konkurenciis erTiani sivrce aqvT msoflio bazris masStabiT. aseT dargebSi konkurentuli upiratesobebis mopovebas gansakuTrebuli mniSvneloba aqvs. swored aseT dargebSi aucilebelia amuSavdes ara ubralod konkurentuli strategia, aramed globaluri strategia, anu SeimuSaon da
danergon erTiani midgoma sxvadasxva qveynebSi produqciis gayidvisas. TviT mravalerovnuli kompaniis (mek)
funqcionirebis faqti ar niSnavs globaluri strategiis
arsebobas, ramdenadac mek-is filialebi upiratesad
erovnul dargebSi avtonomiurad funqcionireben.
globaluri strategiis arsebobis pirobebSi m.
porteri gamoacalkevebs konkurentuli upiratesobis
miRwevis da am upiratesobidan sargeblobis or saSualebas:
1. saqmianobis konfiguracia, anu sxvadasxva qveyanaSi saqmianobis gansxvavebuli saxeebis ganTavseba.
saqmianobis sxvadasxva saxeebis Tavmoyrisas warmoeba
xorcieldeba erT qveyanaSi, xolo sagareo bazarze gasvla xorcieldeba saqonlis eqsportis meSveobiT. saqmianobis gaSlisas warmoeba xorcieldeba sxvadasxva qveyanaSi, sagareo bazarze gasvla ki pirdapiri ucxouri investiciebis saSualebiT. saqmianobis saxeebis ganTavsebisas
qveynis SerCeva xdeba Semdegi kriteriumebis safuZvelze:
108
faqtorebis minimaluri Rirebuleba; mecnierul-teqnikuri da sakvlev-sakonstruqtoro samuSaoebis gatarebisTvis aucilebeli pirobebis arseboba; specializebuli siaxleebis xelmisawvdomobis SesaZlebloba; klientebTan urTierTobis ganviTarebis xarisxi da a.S.
2. filialebis saqmianobis koordinacia, romelic
moicavs: informaciis gacvlas; pasuxismgeblobebis ganawilebas; pirobebis SeTanxmebas.
koordinacia SeiZleba TviTon iyos konkurentuli
upiratesoba, ramdenadac ganapirobebs codnis da gamocdilebis dagrovebas, sxvadasxva adgilebSi. misi meSveobiT
firmas uCndeba SesaZlebloba ufro swrafad moaxdinos
reagireba bazarze situaciis SecvlasTan dakavSirebiT.
naxazi 2. maikl porteris konkurentul
upiratesobaTa rombi
faqtoruli
parametrebi
Sida moTxovnis
parametrebi
monaTesave da
damxmare
dargebi
firmebis
strategia,
struqtura da
konkurencia
m. porterma gamoacalkeva qveynisTvis oTxi maxasiaTebeli, romlebic ayalibeben garemos, romelSic adgilobrivi firmebi ewevian konkurencias da romlebic axdenen gavlenas maT saerTaSoriso warmatebaze.
es maxasiaTeblebia: faqtoruli parametrebi; Sida
moTxovnis parametrebi; monaTesave da damxmare dargebi; firmebis strategia, struqtura da konkurencia. am
maCveneblebTan erTad metad mniSvnelovania SemTxveviTobis da mTavrobis roli.
TiToeuli es daterminanti cal-calke da erToblivad ayalibeben garemos, romelSic mocemuli qveynis
firmebi Camoyalibdebian da funqcionireben. isini erTmaneTzec moqmedeben. determinantebis sistema iwvevs
konkurentunariani erovnuli dargebis araTanabar ganawilebas ekonomikaSi, xolo erTmaneTTan dajgufebuli
dargebis klasterebis damokidebulebis zrdas.
sagareo savaWro politikis zogierTi mizani grZelvadiania, zogi ki mokle vadaSi miiRweva.
sagareo savaWro politikis ori ZiriTadi mimarTuleba arsebobs:
1. Tavisufali savaWro politika;
2. proteqcionizmi.
Tavisufali savaWro politikis arsi mdgomareobs
imaSi, rom saxelmwifo uSualod ar ereva sagareo savaWro politikaSi, itovebs ra bazaris miRma maregulireblis funqcias. Tumca, es ar niSnavs, rom saxelmwifo saerTod ar muSaobs am mimarTulebiT. igi sxva qveynebTan
xelSekrulebebis gaformebas axorcielebs, xolo ekonomikur subieqtebs maqsimalur Tavisuflebas aZlevs.
Tavisufali vaWroba iwvevs dadebiT politikur Sedegebs, radganac qveynebi sul ufro metad xdebian urTierTdamokidebulni da, Sesabamisad, mcirdeba erTmaneTTan mtruli moqmedebis safrTxe.
realobaSi arc erTi qveynis Tavisufali savaWro
politika srulad liberaluri ar aris.
proteqcionizmi aris sagareo savaWro politikis
mimarTuleba, romelic icavs samamulo warmoebas ucxouri konkurenciisgan. proteqcionizmi gamoricxavs sabazro Zalebis Tavisufal moqmedebas, radgan miiCneva, rom
qveynebs aqvT sxvadasxva ekonomikuri potenciali da konkurentunarianoba msoflio bazarze. amitom naklebad
ganviTarebuli qveynebisTvis ar aris momgebiani sabazro
Zalebis Tavisufali moqmedeba. Zlieri qveynebis mxridan
SeuzRudavma konkurenciam SeiZleba gamoiwvios naklebadganviTarebuli qveynebis ekonomikuri uZraoba da qveynis
araefeqtiani ekonomikuri struqturis formireba.
proteqcionizmi xels uwyobs warmoebis garkveuli
dargebis ganviTarebas. agrarul qveynebSi proteqcionizmi nawilobriv aucilebeli pirobaa industrializaciisTvis. amasTan, proteqcionizmi amcirebs umuSevrobas. Tumca am politikis xangrZlivi gamoyeneba ekonomi111
sagareo vaWrobis politikis elements Seadgens sabaJo gadasaxadi, romelsac awesebs saxelmwifo saqonelis sabaJo sazRvarze Semotanis dros. igi SeiZleba fiqsirebuli tarifiT dawesdes, an procentuli SefardebiT
saqonelis RirebulebasTan (rac ufro gavrcelebuli
formaa).
sabaJo tarifebi klasificirdeba Semdegi kriteriumebis mixedviT:
1. saqonlis moZraobis mimarTulebis mixedviT arsebobs saimporto, saeqsporto da satranzito baJebi,
romlebic gamoiyeneba erovnuli mwarmoeblebis, Sida fasebis donis dasacavad. SedarebiT iSviaTad gamoiyeneba saeqsporto baJebi, romlebic zRudaven samamulo saqonlis
gasvlas ucxour bazrebze. Cveulebriv, es im dros xdeba,
rodesac qveynis SigniT ama Tu im saqonlis deficitia da,
aseve, didi mniSvneloba aqvs fiskaluri TvalsazrisiT. Zalian iSviaTad gamoiyeneba satranzito baJebi.
2. baJis dawesebis meTodis mixedviT arsebobs advaloruli, specifikuri da kombinirebuli baJebi.
msoflio savaWro praqtikaSi ufro gavrcelebulia advaloruli baJi, romelic dgindeba saqonlis fasis procentebiT.
Zalian didi mniSvneloba aqvs saimporto saqonlis
Rirebulebis Sefasebis meTods. bevr qveyanaSi misi gamoyeneba regulirdeba sabaJo miznebisTvis saqonlis Sefasebis SeTanxmebiT, romelic gansazRvrulia generaluri
SeTanxmebiT tarifebisa da vaWrobis Sesaxeb. advaluri
sabaJo ganakveTis saSualo done ar aris maRali (daaxloebiT 6%-ia). wesisamebr, saimporto baJi izrdeba saqonlis damuSavebis donis Sesabamisad.
specifikuri baJi dgindeba absoluturi sididis erTeulis mixedviT.
baJis dawesebis meTodebis gamoyenebiT SesaZlebelia miRweul iqnas sxvadasxva rezultati.
114
magaliTad: vTqvaT, saqonlis erTeulis fasi Seadgens 100 dolars. am SemTxvevaSi advaloruli baJis dawesebisas saqonlis fasis 20 %-is moculobiT an erTeulze
20 dolaris toli specifikuri baJi erTmaneTis tolia.
Tu saqonlis fasi Semcirda 50 dolaramde erTeulze, baJis dawesebis meTodidan gamomdinare xorcieldeba Semdegi cvlilebebi:
a. advaloruli baJis saprocento Sesabamisoba da
saqonlis fasi ar icvleba, magram mcirdeba baJis absoluturi sidide 10 dolaramde;
b. specifikuri baJis absoluturi sidide ar Seicvleba, magram gaizrdeba Sesabamisoba baJis ganakveTsa da
saqonlis fass Soris.
gasagebia, rom specifikuri baJis daweseba koniunqturis gauaresebis pirobebSi, ufro metad momgebiania
saxelmwifosaTvis da ar aris momgebiani importiorebisaTvis.
kombinirebuli (Sereuli) baJi dgindeba ori meTodiT, romelic zemoT iyo aRwerili. magaliTad, aSS-Si baJi ucxouri warmoebis importirebul danebze aris 1
calze 5 centi plius 8,4 % misi Rirebulebidan.
3. satarifo ganakveTebi. calkeuli saxelmwifo avtonomiurad awesebs sabaJo ganakveTebis maqsimalur dones, romlebic sabaJo tarifis pirvel rigs aylibeben da
es xorcieldeba sakanonmdeblo aqtebis da administraciuli aRmasrulebelebis mier sxva qveynebTan SeTanxmebis gareSe. meore rigs ayalibeben e.w. konvenciuri(saxelSekrulebo) tarifebi. mesame rigSia preferenciuli sabaJo tarifebi, romelTa sidide II rigis tarifis ganakveTebze mcirea.
4. miznobrivi baJi. am maCvenebliT arsebobs preferenciuli da diskriminaciuli tarifebi. preferenciuli
tarifi minimaluri tarifis ganakveTze naklebia. maTi mizania vaWrobisTvis xelsayreli pirobebis Seqmna. diskriminaciuli tarifi pirveli rigis satarifo ganakveTebze
115
116
R=
D' D
100%
D
(6.1)
dacvis
faqtobrivi
done
80 50
100% =60%.
50
70 50
100% =40%
50
Sesabamisad, erTi dargis satarifo dacvis done gavlenas axdens sabaJo tarifebsa da sxva dargis saqonelzec.
amrigad, naTelia, rom rac maRalia tarifis done,
miT saimedod icavs samamulo warmoebas importulisagan.
117
Zvirad). arasatarifo barierebia: sagareo vaWrobaze saxelmwifo monopolia, qveynis moTxovnilebis uzrunvelyofa mxolod samamulo warmoebis saqoneliT, rTuli savaluto kontroli da a.S. amgvari barierebidan zogierTis mizania importis saerTo SezRudva, zogi mimarTulia
gansazRvruli qveynebis savaWro diskriminaciisken, zogic zRudavs an subsidias uwevs eqsports, an gamoiyeneba
ekonomikuri mdgomareobis gaTanabrebis mizniT. Tanamedrove proteqcionistuli politika xorcieldeba sagareo vaWrobis kontrolisa da regulirebis rTuli sistemebiT. es zomebi ewinaaRmdegeba importuli produqciis sabaJo sazRvris gadmolaxvas. proteqcionistuli politikis gatareba SeiZleba miznad isaxavdes axalgazrda
dargebis dacvas, axalbeda erovnuli ekonomikebis dacvas ucxouri konkurenciisagan da a.S. Tanamedrove proteqcionistuli saSualebebi mravalferovania, Tumca SeiZleba maTi dajgufeba praqtikuli zemoqmedebis meqanizmis msgavsebis mixedviT.
aRsaniSnavia isic, rom satarifo da arasatarifo
barierebis SemoReba regulirdeba savaWro SeTanxmebebisa da saerTaSoriso xelSekrulebebis safuZvelze. importis SezRudva iwyeba sabaJo sazRvridan da grZeldeba
saboloo momxmareblamde. isini zRudaven mis konkurentunarianobas importirebis calkeul etapze (Semotanagadaxda-gayidva qveynis SigniT-moxmareba).
importis raodenobrivi SezRudva sagareo vaWrobis saxelmwifo regulirebis pirdapiri administraciuli formaa da misi mizania qveynis erovnuli interesebis dacva. igi iZleva deficituri valutis ekonomiis,
misi sawarmoo miznebiT gamoyenebis saSualebas.
saimporto kvota. arasatarifo barierebis saxeebidan yvelaze gavrcelebulia kvota, anu ucxouri produqciis moculobis raodenobrivi SezRudva. qveyana gascems licenziebis SezRudul raodenobas, romlis safuZvelze nebas rTavs da krZalavs aralicenzirebuli im120
portis moZraobas. Tu licenzirebuli importis moculoba saSinao bazris moTxovnaze naklebia, maSin kvota
zrdis saSinao fass msoflio fasTan SedarebiT, romlis
mixedviT licenziis mflobelebi yiduloben saqonels
sazRvargareT. am kuTxiT saimporto kvota tarifis analogiuria. kvota saqonlis eqsport-importis moculobis fizikur Semcirebas niSnavs drois gansazRvrul monakveTSi. nulovani kvotis SemTxvevas embargo ewodeba,
anu importis an eqsportis akrZalva. kvota SeiZleba dadgindes im zomiT, rom aRematebodes importis da eqsportis moculobas. am SemTxvevaSi, mas ar aqvs SemzRudveli
xasiaTi, aramed ama Tu im saqonlis moZraobis kontrols
axorcielebs.
satarifo SezRudvasTan SedarebiT saxelmwifo kvotas
upiratesobas maSin aniWebs, roca importuli konkurencia mkacri xdeba (am dros kvotis arseboba iZleva importis moculobis ucvlelobis garantias).
kvotas imitomac aqvT upiratesoba, rom igi mTavrobas aZlevs moqnili ekonomikuri politikis gatarebis
SesaZleblobas, maSin roca tarifis ganakveTis amaRleba
reglementirdeba saerTaSoriso savaWro xelSekrulebiT.
Tu importTan konkurentuli dargebi maRali donis dacvas saWiroeben da mTavrobas damoukideblad ar SeuZlia
aamaRlos tarifebi, aq regulirebas axorcieleben kvotebiT. TiToeul qveyanaSi arsebobs specialuri organoebi, romelnic anawileben saimporto licenziebs da romelnic ekonomikuri politikis gatarebis mizniT gamoiyeneba.
Tanamedrove proteqcionizmis sistemaSi gansakuTrebuli adgili uWiravs safinanso da savaluto RonisZiebebs. saqonlis warmoebisa da realizaciis saxelmwifo subsidireba da dafinanseba amaRlebs erovnuli
produqciis konkurentuanobas sagareo bazarze da, amasTan, icavs samamulo mwarmoeblebs Sida bazarzec ucxou-
121
da importze. am SemTxvevaSi saxelmwifo gvevlineba rogorc adgilobrivi, ise importuli saqonlis msxvili
myidvelis saxiT.
eqsport-importze seriozuli zemoqmedebis moxdena SesaZlebelia savaluto regulirebis meTodebiT. savaluto regulirebis meTodebia: savaluto SezRudva,
valutis kursis cvlileba da e.w. mravalferovani savaluto kursebis sistemis gamoyeneba: saxelmwifo organoebi aweseben sakuTar erovnul valutaze ramdenime oficialur kurss, romlebic diferencirebulia vaWrobis
geografiuli mimarTulebebisa da importis struqturis
mixedviT.
arasatarifo barierebs Soris mniSvnelovani adgili uWiravs sagadasaxado SeRavaTebs, romlebic farTod
gamoiyeneba saeqsporto produqciis konkurentunarianobis asamaRleblad. Tavis mxriv, saSinao gadasaxadebis
amoRebis diferencirebuli meTodebi sagadasaxado sistemas aqceven SeniRbul barierad, romelic damatebiT
aZlierebs sabaJo sistemas.
dabegvris maRali done metyvelebs imaze, rom SesaZlebelia mTavrobis xelSi didi Tanxis Tavmoyra sagadasaxado Semosavlebidan, romelic Semdgom aqtiurad gamoiyeneba ekonomikis yvela seqtorSi, maT Soris, sagareo
vaWrobaSi.
gadasaxadebi Tavisi ekonomikuri da savaWro politikuri efeqtiT sabaJo gadasaxadebis analogiuria, radgan is aZvirebs da aferxebs imports, Tumca saSinao gadasaxadebis gamoyeneba naklebad aris damokidebuli savaWro SeTanxmebebsa da xelSekrulebebze. amasTan, Tu baJiT
ibegreba mxolod importi, gadasaxadiT ibegreba samamulo da ucxouri nawarmic; baJis amoReba xdeba importis
Rirebulebidan, xolo saSinao gadasaxadebi eyrdnoba sabiTumo fass. amgvarad, sagadasaxado diskriminacia gamowveulia gadasaxadebis gamoTvlis sxvadasxva bazis
arsebobis gamo.
123
sasazRvro gadasaxadebi moicavs mxolod irib gadasaxadebs (aqcizebs, dRg-s) maSin, rodesac pirdapiri gadasaxadebi ar aris CarTuli sasazRvro-sagadasaxado mosakrebelSi.
importul saqonels sazRvarze gadasaxadebis da
mosakreblebis mTeli ,,ojaxi~ xvdeba, maT Soris gadasaxadi saqonlis sabaJo gasinjvaze, statistikuri, safraxto da a.S.
gadasaxadebis mravalferovan formebs Soris did
rols TamaSobs e.w. saaqcizo mosakrebeli, romliTac
ibegreba saqoneli gayidvis dros. aqcizi proteqcionizmis Zlieri saSualebaa, radganac amaRlebs importis fass,
naklebkonkurentians xdis mas da amcirebs importis Semotanas.
arasatarifo barierebis erT-erTi tipia teqnikuri
barieri, romlis funqciaa importis moZraobis gzaze
dabrkolebis Seqmna, im mizeziT, rom ucxouri saqoneli
ar Seesabameba erovnul moTxovnebs, standartebs, teqnikur da sxva pirobebs, romelnic saqonlis daniSnulebis
qveyanaSi moqmedeben. xSirad es barierebi saerTod uketaven gzas ucxour saqonels mocemuli qveynis Sida bazarze, an moiTxoven mis damuSavebas, anu aZneleben mis
moxmarebas importior qveyanaSi ,.
ucxouri saqonlis moZraobis gzaze did dabrkolebas qmnis gansxvaveba firmis, erovnul da saerTaSoriso
standartebs Soris, erovnuli standartebis arseboba
xels uSlis saeqsporto produqciis gatanas, riTac ikargeba sagareo bazrebis didi nawili; am mizeziT romelime
gamoSvebis modifikacia mocemuli bazrisaTvis sabaziso
modelis mixedviT xdeba; bolo periodSi erovnuli standartizaciis savaWro-politikuri mniSvneloba iklebs.
saqonlis konkurentunarianoba niSnavs, rom igi unda Seesabamebodes daniSnulebis qveynis bazarze dadgenil wesebsa da moTxovnebs xarisxianobis mixedviT, ker-
124
lebic xels uwyoben saerTaSoriso vaWrobis ganviTarebas, muSaoben maqsimalurad xelsayreli reJimis Seqmnaze.
saubaria antidempiguri baJebis gamoyenebaze, satarifo
da arasatarifo barierebis moxsnaze, momsaxurebiT vaWrobis liberalizaciaze, inteleqtualuri sakuTrebis
dacvis RonisZiebaTa gatarebaze, qveynebis sagadasaxdelo balansebis wonasworobis dacvasa da savaluto kursebis regulirebaze, kapitalis eqsportis xelSewyobaze
da a.S.
amrigad, arasatarifo barierebi sam jgufad SeiZleba davyoT:
1. RonisZiebebi mimarTuli erovnuli warmoebis
gansazRvruli dargis pirdapiri dacvisaken: kvotebi
(kontingentireba), licenziebi, sakompensacio mosakrebelebi, saimporto depozitebi, antidempinguri da sakompensacio baJebi da a.S.
2. administraciuli xasiaTis RonisZiebebi, romlis mizanic ar aris uSualod importis moculobis
SezRudva, Tumca iwvevs am Sedegs: sabaJo formalobebi,
teqnikuri da sanitariuli standartebi da formebi, SefuTvasTan da markirebasTan dakavSirebuli moTxovnebi
da a.S.
3. sxva RonisZiebebi, romlebic uSualod ar aris
mimarTuli sagareo vaWrobis moculobis Semcirebisken, magram saboloo angariSiT am Sedegs gvaZleven(savaluto kursis meqanizmi, sagadasaxado meqanizmi).
sakontrolo kiTxvebi:
1. axseniT saerTaSoriso vaWrobis Teoriuli safuZvlebi;
2. ganixileT vaWrobis SezRudvis momxre argumentebi;
3. axseniT importis SezRudvis satarifo da arasatarifo zomebi;
127
literatura:
1. piter h., linderti, saerTaSoriso ekonomika, Tb.,
2001;
2. krugmani p., obstfeldi m., saerTaSoriso ekonomika:
Teoria da politika, Tb., 2000;
3. yorRanaSvili l., saerTaSoriso biznesi, Tb., Tbilisis universitetis gamomcemloba, 1998;
4. saerTaSoriso ekonomikuri urTierTobebi, avtorTa
koleqtivi, Tb., 2008;
5. veSapiZe S., lekaSvili e., griSikaSvili a., aslamaziSvili n., msoflio ekonomika, Tb., 2008;
6. World Trade Report 2008, II-B, Globalization and Trade;
7. Paul R. Krugman , Maurice Obstfeld. International Economics:
Theory & Policy, Publisher: Pearson, Addison Wesley; 8th edition,
2009;
8. International Business, Competing in the Global Marketplace,
Charles W.L.Hill, 6-the ed, 2007;
9. International Business, The Chelenge of Global competition, Ball,
McCulloch,Geringer, Minor, McNett,11-th ed. 2008;
10. ., ., , 4- . ,
2006.
128
Tavi V
ucxouri investiciebi
Sesaswavli sakiTxebi:
1. kapitalis saerTaSoriso moZraobis formebi;
2. transerovnuli kompaniebis roli globalizaciis pirobebSi da misi ganviTarebis etapebi;
3. pirdapiri ucxouri investiciebis Teoriebi;
4. pirdapiri ucxouri investiciebis ekonomikuri efeqtianoba;
5. pirdapiri ucxouri investiciebisa da saerTaSoriso
vaWrobis urTierTkavSiri.
kavSirebuli saxelmwifo biujetTan. miuxedavad maTi SedarebiTi avtonomiurobisa, mTavrobas aqvs garkveuli
ufleba akontrolos misi moZraoba kapitalis saerTaSoriso gadaadgilebis Sesaxeb gadawyvetilebis miRebis
farglebSi.
dabandebis xangrZlivobis mixedviT gamoyofen
grZelvadian, saSualovadian da moklevadian kapitals,
xolo kapitali, gamoyenebis maxasiaTeblis mixedviT, iyofa samewarmeo da sasesxo kapitalad.
samewarmeo kapitalis dabandeba xdeba pirdapiri da
iribi gziT, maqsimaluri mogebis miRebis mizniT. samewarmeo kapitalis saxiT xSirad gamoiyeneba kerZo kapitali.
Tumca, SesaZlebelia an saxelmwifom, an saxelmwifos
mflobelobaSi arsebulma sawarmom ganaxorcielos saxsrebis dabandeba sazRvargareT. sawarmoo kapitali, dabandebebis miznebis mixedviT, iyofa pirdapir ucxour investiciebad (pui) da portfelur investiciebad. pui kerZo samewarmeo kapitalis ZiriTadi formaa. igi uzrunvelyofs tnk-is, mis sazRvargareTuli filialebis saqmianobis efeqtiani kontrolis SesaZleblobas.
XIX saukunis dasawyisSi pui-s moZraobas abrkolebda
xangrZliv moZraobasa da komunikaciur saSualebebTan
dakavSirebuli siZneleebi.
XX saukunis bolos, transportisa da sakomunikacio
saSualebis ganviTarebasTan erTad, gamartivda ucxoel
moqalaqeTa mflobelobaSi arsebuli bunebrivi resursebis, mompovebeli sawarmoebisa da agreTve, komunaluri
da msxvili sawarmoebis marTva. yvela aseT SemTxvevaSi
aucilebeli gaxda mniSvnelovani kapitaldabandebebisa
da mowinave teqnologiebis arseboba, romelic xSirad miuwvdomeli iyo adgilobrivi mwarmoeblebisaTvis. amave
dros, SedarebiT farTo gavrceleba hpova sameurneo saqmianobis organizaciis korporaciulma formam da daiwyo
safondo bazrebis Camoyalibeba, ris Sedegad, rig qveyanaSi formirdeba ekonomikuri da iuridiuli safuZveli,
130
rogorc aRvniSneT, tradiciulad kompaniaSi investiciebi miekuTvneba pirdapiri an portfeluri investiciebis formas. investiciebi aris pirdapiri im SemTxvevaSi, rodesac investoris sakuTrebis wili (sakuTrebis wili sakmarisia iyos 10%) sakmarisia kompaniaze kontrolis dawesebisaTvis. dabandebebi, romelsac investorisaTvis moaqvs Semosavali, magram ar iZleva kompaniaze
kontrolis uflebas, rogorc wesi, aris portfeluri.
istoriul retrospeqtivaSi pui-is Sefaseba praqtikulad SeuZlebelia. es, pirvel rigSi, dakavSirebulia,
pui-is erovnuli statistikis ararsebobasTan, aseve sxvadasxva qveyanaSi miRebul maT ganmartebebsa da kompoziciebisadmi arsebul gansxvavebebTan. pui-is Sesaxeb istoriuli monacemebi arsebobs garkveuli magaliTebis doneze. pui-is ganxorcielebis pirveli magaliTebi dakavSirebulia inglisSi vestindoeTis kompaniis saqmianobasTan XVII saukuneSi. XIX saukunis bolosa da XX saukunis
dasawyisSi amerikis kontinentsa da indoeTSi mrewvelo131
tnk-ebma Tavisi ganviTarebis procesSi gaiares ramdenime etapi da amitom SesaZlebelia gamovyoT tnk-ebis
xuTi Taoba.
tnk-ebis pirvel Taoba (maTi aRmocenebis periodidan - XIX dasasrulidan pirveli msoflio omis dawyebamde 1914-1918 ww.) ZiriTadad dakavebuli iyo bunebrivi resursebis mopovebiT aziis, afrikis, laTinuri amerikis
qveynebSi, aseve, maTi gadamuSavebiT metropoliebSi. organizaciuli formiT es tnk-ebi warmoadgendnen kartelebsa da sindikatebs.
tnk-ebis meore Taoba viTardeboda or msoflio
oms Soris periodSi (1918-1939 ww.). isini dakavebuli iyvnen SeiraRebisa da samxedro teqnikis momgebiani warmoebiT evropis wamyvani qveynebis, amerikis da iaponiis moTxovnilebebis dasakmayofileblad. am periodSi tnk-ebi
formirdebodnen trestebis saxiT, romlebic Tavis
struqturaSi iTrevdnen samamulo sawarmoebs Serwymisa
da STanTqmis saSualebiT.
tnk-ebis mesame Taobis formireba daiwyo meore
msoflio omis Semdgom periodSi (1945), gansakuTrebiT
imperiuli da kolonialuri sistemis ngrevis Semdeg
(1959-1960 ww.). mesame Taobis tnk-ebi iyvnen mecnierul
133
A1 Ri Si
+ +
A
R S
IT =
3
sadac,
IT - transnacionalizaciis indeqsi;
A - saerTo aqtivebi;
A1 - sazRvargareTuli aqtivebi;
R - saqonlisa da momsaxurebis sazRvargareTuli gayidvebis moculoba;
Ri - saqonlisa da momsaxurebis gayidvebis saerTo moculoba;
138
Tanamedrove tnk-isaTvis sul ufro did rols TamaSoben inovaciebi da samecniero-kvleviTi samuSaoebi.
tnk-is ucxour bazarze warmatebuli SeRwevis ZiriTadi
faqtori aris maTi konkurentuli upiratesoba, romelTa
Soris mTavaria teqnologiuri upiratesoba, teqnologiuri lideroba, mowinave teqnologiebis floba. yvela
dargis kompania iZulebulia gazardos danaxarjebi samecniero-kvleviT samuSaoebze konkurentuli upiratesobis miRebis mizniT. aucilebelia aRiniSnos, rom Tanamedrove tnk-ebi amjobineben samecniero-kvleviT samuSaoebs Tavi mouyaron saTavo kompaniaSi, xolo warmoeba gaaqvT sazRvargareT. amitom, samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebi Tavmoyrilia tnk-is
bazirebis qveynis, xolo warmoeba xSirad gatanilia sazRvargareTul struqturebSi. vinaidan 85%-ze meti wamyvani tnk dafuZnebulia aSS-Si, iaponiasa da evrokavSirSi,
es qveynebi praqtikulad yvela ZiriTadi samecnierokvlevis akumulirebas axdenen. amgvarad, msoflio masStabiT tnk-is zemoqmedeba mecnierul-teqnikur progresze Zalze didia. isini gansazRvraven misi ganviTarebis
mimarTulebas da Sesabamisad, msoflio ekonomikis
struqturul Zvrebs.
Toos kontroli. kontrolis gafarToeba da ucxo bazrebze SeRweva damokidebulia firmis gansakuTrebul
upiratesobebze. am mxriv, aRsaniSnavia haimeris midgoma.
stefan haimeris wignSi (1976 w). firmis gansakuTrebul
upiratesobaTa faqtori ganixileboda pui-is Teoriisa
da dargobriv bazrebze arasrulyofili konkurenciis
klasikuri modelebis SemaerTebel instrumentebi. haimeris mixedviT ucxoeli investori aris monopolia, ufro
xSirad oligopolia ama Tu im bazarze. sazRvargareT investireba xorcieldeba konkurenciis CaxSobisa da bazarze kontrolis SenarCunebis mizniT, rac gamoixateba
sawarmoze kontrolis SenarCunebis moTxovnisa da sakuTrebis gaziarebaze uaris TqmiT. amgvarad, mocemuli
midgomis Tanaxmad, pirdapiri investiciebi iwvevs calkeul bazarze kontrolis uzurpacias. im droisaTvis
msgavsi azri Zalze popularuli iyo, gansakuTrebiT ganviTarebadi qveynebisaTvis. tnk-ebs aRiqvamdnen Zlier
monopolistur institutad, romelsac SeuZlia uaryofiTad imoqmedos saxelmwifoze da Seamciros mimRebi
qveynis keTildReoba. 1970-ian wlebSi gavrcelebulma
politikam SezRuda pui-is Semosvla da gamoiwvia tnkebis mkacri regulireba. msgavsi politika ZiriTadad
tardeboda ganviTarebadi qveynebis da agreTve, calkeuli industriuli qveynis mier.
s. haimeris mier SemuSavebuli monopolisturi upiratesobis Teoria SemdgomSi C. kindlebergerma ganaviTara. Tavis naSromebSi is ikvlevda tnk-ebis Sinagan bunebas
da mizezebs, romelic firmebs saSualebas aZlevda ganexorcielebinaT pui. igi iyo gaigivebuli ,,masStabis ekonomiasTan~ da gansakuTrebul ,,menejerul unarTan~.
saerTaSoriso bazarze gasvlisas firma xSirad awydeba iseT dabrkolebebs, rogoricaa adgilobriv bazarze ,,TamaSis wesebis~, momxmarebelTa gemovnebis arcodna,
rac iwvevs maRal transaqciul danaxarjebs da qmnis riskis maRal xarisxs. msgavs SemTxvevaSi firmis warmatebu140
li saqmianobisaTvis kindlebergerma gamoyo Semdegi ZiriTadi faqtorebi: adgilobriv sasaqonlo bazarze arasrulyofili konkurencia (originaluri produqciis arseboba); faqtorul bazrebze arasrulyofili konkurencia (Tu ucxouri firma flobs Tanamedrove teqnologias, aqvs didi samewarmeo gamocdileba, advilad miuwvdeba
xeli kreditze); upiratesobebi masStabSi (ris xarjze SeiZleba meti mogebis miReba); ucxouri investiciebis xelsayreli saxelmwifo regulireba.
konkurentuli upiratesobis Teoria dafuZnebuli
faseuli aqtivebis flobaze, mxolod nawilobriv xsnis
sazRvargareT ganxorcielebuli pui-is mizezebs. Tumca
es Teoria saSualebas ar iZleva avxsnaT kompaniebi ratom
aniWeben upiratesobas sazRvargareTis bazrebze gasvlas
pui-is saSualebiT imis nacvlad, rom maT gamoiyenon TavianTi konkurentuli upiratesoba saerTaSoriso bazarze sxva meTodebiT, rogoricaa, eqsporti, frenSaizingi,
ucxouri kompaniebis mier licenziis gayidva maTi teqnologiebis sargeblobisaTvis. magaliTad, kompania McDonalds warmatebulad moqmedebs saerTaSoriso bazrebze
frenSaizingis saSualebiT, romelic McDonalds is swrafi momsaxurebis restornebis gaxsnis ZiriTadi saSualebaa mTels msoflioSi. maSin rodesac kompania Boeing sazRvargareT momxmarebelTa moTxovnebs akmayofilebs eqsportis saSualebiT.
internalizaciis Teoria saSualebas iZleva movZebnoT am kiTxvaze pasuxi transaqciuri danaxarjebis koncefciis safuZvelze. transaqciuli danaxarjebi (transaction costs) aris garigebaze gaweuli danaxarjebi, anu es
danaxarjebi dakavSirebulia kontraqtis dadebis molaparakebis warmoebis da kontraqtis moqmedebaSi moyvanasTan. kompaniis xelmZRvanelobam unda miiRos gadawyvetileba imis Sesaxeb, Tu ra aris umjobesi kompaniisaTvis:
SeiZinos an aaSenos sakuTari sawarmo sazrvargareT Tu
ucxour firmasTan dados kontraqti sawarmos marTvi141
saTvis frenSaizinguli xelSekrelebis, salicenzio SeTanxmebis an miwodebis Sesaxeb xelSekrulebis safuZvelze. internalizaciis Teoriis Tanaxmad (internalization theory) upiratesoba unda mieniWos pui-s, Tu kontraqtis dadebis molaparakebis warmoebis, kontraqtSi arsebuli pirobebis Sesrulebaze kontrolisa da kontraqtis moqmedebaSi moyvanis xarjebi metia im xarjebze romelsac moiTxovs kapitalis pirdapiri dabandeba sazRvargareTul
sawarmoSi. magaliTad, kompania Toyota-s ZiriTadi konkurentuli upiratesobaa gamoSvebuli produqtis maRali
xarisxi da warmoebis mowinave teqnologiebi. aseTi upiratesobis miRweva ucxour sawarmoebSi sxva firmebTan
kontraqtis dadebis saSualebiT Sesabamisi samuSaoebis
Sesrulebaze SedarebiT rTulia. Sesabamisad, kompania
Toyota upiratesobas aniWebs sawrmoo simZlavreebis ganTavsebas sazRvargareTis qveynebSi.
da piriqiT, internalizaciis Teoriidan gamomdinareobs daskvna imis Sesaxeb, rom dabali tranzaqciuli danaxarjebisas kompaniisaTvis momgebiania kontraqtebi dados ucxour firmebTan da ganaxorcielos komerciuli
saqminoba saerTaSoriso bazrebze licenziis gayidvis an
frenSaizingis saSualebiT. magaliTad, kompania McDonald's-ma did warmatebas miaRwia frenSizis saSualebiT
McDonald's brendis qveS sazRvargareT xsnida swrafi momsaxurebis restornebs. kompaniam SeZlo frenSaizinguli
SeTanxmebis dadebiT tranzaqciuli danaxarjebis Semcireba da is amJamadac agrZelebs franCaizingis gamoyenebas, rogorc sazRvargareT biznesis warmoebis ZiriTad
meTods.
internalizaciis Teoria gviCvenebs kompaniis saerTaSoriso bazarze gasvlis mizezebs pui-is saSualebiT.
Tumca es Teoria ar iZleva pasuxs kiTxvaze: kompania ratom ganaTavsebs sawarmoo simZlavreebs sazRvargareT,
miuxedavad imisa, ekuTvnis es simZlavreebi Tavad kompanias an mis menardes. sxvagvarad rom vTqvaT, kompania mii142
Rebs konkurentul upiratesobas sazRvargareTis teritoriaze sawarmos ganTavsebiT? am problemis gadawyvetas eZRvneba ekleqtikuri Teoria. 1981 wels j. daningis
mier SemuSavebuli ekleqtikuri Teoria miznad isaxavda
yvela alternatiuli variantis gaerTianebas, romelic
dafuZnebuli iyo tnk-is sxvadasxva aprobirebul modelze. daningis SemoTavazebuli modeli Seicavs faqtorTa
sam jgufs, romliTac aixsneba tnk-is saqmianoba saerTaSoriso arenaze: 1. ucxoeli investorebis specifikuri
konkurentuli upiratesoba adgilobrivi kompaniebis mimarT, romlis meSveobiT firmebi sazRvargareT ganaTavseben investiciebs da iReben Semosavals rentis saxiT
(sakuTrebis specifikuri upiratesoba). 2. klasikuri komerciuli operaciebis CarCoebSi am resursebis gamoyenebasTan dakavSirebuli mTeli danaxarjebi da siZneleebi
(internalizaciis upiratesobani). 3. calkeuli qveynebis
specifikuri geografiuli upiratesobani. iTvleba, rom
tnk-isaTvis SedarebiT mimzidveli ekonomikur-geografiuli upiratesoba aris qveynis Siga bazris moqniloba,
samamulo ekonomikis dinamikuri zrda, liberaluri saerTaSoriso vaWroba (ekonomikis gaxsniloba vaWrobisaTvis, TviTRirebulebisa da Sromis mwarmoeblurobis mimzidveli Sexameba, efeqtianad moqmedi faqtoruli bazrebis arseboba.
1994 wels j. daningis mier holandiel mecnierTan
naruloisTan erTad SemoTavazebuli iyo eris sainvesticio ganviTarebis gzebis Teoria. am Teoriis Tanaxmad,
ganviTarebuli qveynebi gadian xuT etaps, romelTa klasifikaciur niSnebs warmoadgens mzadyofna pui-is miRebis da eqsportirebisaTvis. analizis bazas warmoadgens
ekleqtikuri Teoria.
Tavdapirvelad qveynis sainvesticio ganviTareba
mimdinareobs yovelgvari upiratesobis gareSe, romlebic CamoTvlilia daningis ekleqtikur TeoriaSi. qveyanaSi saxelmwifo atarebs importSemcvlel politikas. gan143
ori qveyniT saqarTveloTi da ukrainiT, romelTac Sesabamisad Tavis gankargulebaSi aqvT AK da AK1 moculobis kapitali (ix. naxazi 1). mTlianobaSi kapitalis odenoba, romelsac gankargavs orive qveyana, Seadgens KK1. davuSvaT, rom saqarTvelos Warbad aqvs kapitali da ar gaaCnia sasurveli Siga sainvesticio SesaZleblobebi, xolo ukraina ganicdis kapitalis ukmarisobas, magram aqvs
sainvesticio SesaZleblobebi. sakuTari SesaZleblobebis farglebSi ganxorcielebuli investirebis dros, saqarTvelos investorebs aqvT Semosavlebis dabali norma,
vinaidan Siga realuri aqtivebis ukugeba TandaTan mcirdeba masze moTxovnis Semcirebis gamo (radgan sainvesticio SesaZleblobebi saqarTveloSi dabalia). es situacia
naxazze gamosaxulia kapitalis zRvruli mwarmoeblurobis S1 mrudiT. amasTan, konkurenciis gamo, saqarTvelos
investorebi Tanaxmani arian KC sididis Semosavlis normaze. ukrainaSi saqarTvelosagan gansxvavebiT, saxsrebis
uqonlobisa da masze didi moTxovnis gamo kapitalis
zRvruli mwarmoeblurobis S2 mrudi aRmavali saxisaa. e.i.
procentis norma Zalian maRalia da raime kapitaldabandebaTa ganxorcieleba SeuZlebelia wertilis marcxniv.
xolo am qveyanaSi dabandebuli kapitalidan miRebuli Semosavali K1D sididis tolia. saqarTveloSi Siga investiciebis ganxorcielebis Sedegad miRebuli warmoebis moculoba Seadgens a+b+c+d+e+f segmentebis jams. sadac a+f
segmentebis jami warmoadgens kapitalis mflobelebis
Semosavals, xolo danarCeni _ warmoebis sxva faqtorebis (miwa da Sroma) mflobelebis Semosavals. ukrainis
warmoebis moculoba Seadgens i+j+k segmentebs, sadac j+k
aris kapitalis mflobelebis Semosavali, xolo danarCeni warmoadgens warmoebis sxva faqtorebis Semosavals. is
rom, KC<K1D niSnavs, rom kapitaldabandebidan miRebuli
mogeba saqarTveloSi naklebia vidre ukrainaSi.
146
ukraina
saqarTvelo
i
D
E
h
C
a
S1
S2
r saprocento ganakveTi
tiT, xolo kapitalis mflobelebis r-Ti, vidre Tavdapirveli. kapitalis mflobelebis Semosavali izrdeba
a+b+c+d+e+f+h-mde. maSin rodesac sxva faqtorebis mflobelebis Semosavali saqarTveloSi mcirdeba c segmentamde.
sxva mxriv, saqarTvelodan ukrainaSi kapitalis gadinebam gamoiwvia dabandebul kapitalze momgebianobis
Semcireba K1D-dan K1F-mde. Tumca, amave dros Siga da aseve ucxouri investiciebis dabandebis Sedegad ukrainaSi
saSinao warmoebis moculoba gaizarda i+j+k dan
i+j+k+g+h+e+f-mde. h+e+f segmentebi aris ucxouri kapitalis saSualebiT Seqmnili produqti, romelic unda mivceT ucxoel investors mogebis saxiT. amgvarad, saSinao
warmoebis wminda zrda aris mxolod g segmenti. ukrainaSi
dabandebul kapitalze momgebianobis Semcirebis gamo kapitalis mflobelebis Semosavali Semcirda j+k-dan k-qde. xolo sxva faqtorTa mflobelebis Semosavali izrdeba idan i+g+j-mde. msoflios TvalTaxedvidan gamomdinare, erTi qveynidan meore qveyanaSi kapitalis gadaadgilebiT msoflio warmoebis moculoba gaizarda
[a+b+c+d+e+f]+[k+j+i]-dan [a+b+c+d]+[e+f+g+h+i+j+k]-mde, anu
g+h segmentebiT, h ekuTvnis saqarTvelos, kapitalis
efeqtiani gamoyenebis gamo, xolo g ekuTvnis ukrainas,
romelic warmoiqmneba saqarTvelodan Semodinebuli damatebiTi investirebuli kapitalis Sedegad.
amgvarad, kapitalis saerTaSoriso gadaadgilebam
gamoiwvia msoflio warmoebis moculobis gadideba warmoebis faqtorebis SedarebiT efeqtiani gadanawilebisa
da gamoyenebis Sedegad. amasTan qveyanaSi, romelsac gaaqvs kapitali, kapitalis mflobelTa Semosavali izrdeba, xolo sxva fatorebis mflobelTa Semosavali mcirdeba maSin, rodesac qveyanaSi, romelSic Semodis kapitali
kapitalis mflobelTa Semosavali mcirdeba, xolo sxva
faqtorebis mflobelTa Semosavali izrdeba.
148
., ., c. .
, 2001. 6. . 44.
150
tnk-is inovaciuri saqmianobis mniSvnelovani nawili xorcieldeba Siga firmaTaSoris safuZvelze. es ganpirobebulia sxvadasxva mizeziT: pirvel rigSi, samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebi dakavSirebulia msxvil aunazRaurebel danaxarjebTan da,
maSasadame, maTi ukugebisaTvis saWiroa msxvili bazrebi.
amgvarad, samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebi koncentrirebulia msxvil firmebSi,
iseT sferoebSi, rogoricaa bioteqnologia, aseve strategiul kavSirebsa da msxvili firmebis aliansebSi. sakuTari korporaciuli teqnologiebi ikaveben TvalsaCino
adgils aramaterialur aqtivebs Soris, romelic firmebs ubiZgebs sazRvargareT ganaxorcielon investiciebi
kapitalSi monawileobiT an maT gareSe (magaliTad, licenzireba, frenSaizingi). amave dros, transnacionaluroba afarToebs bazars, romelSic firmas SeuZlia gamoiyenos teqnologiuri aqtivebi da Seqmnas Zlieri stimuli
samecniero-kvleviTi da sacdel-sakonstruqtoro samuSaoebis ganxorcielebisaTvis. idea warmoadgens `arakonkurirebad saqonels~, praqtikulad warmoebis nulovani
zRvruli danaxarjebiT, romelic uzrunvelyofs monopoliur rentas da maSasadame, stimuls maTi generirebisaTvis, rac mWidrod dakavSirebulia bazris sididesTan,
romelSic unda moxdes maTi realizacia. aseT pirobebSi
pirdapir ucxour investiciebs SeuZlia Seitanos mniSvnelovani wvlili teqnologiebis gadacemasa da maT
efeqtian gamoyenebaSi. ufro konkretulad, pui-s, mimRebi qveynis teqnologiuri procesi SeuZlia uzrunvelyos
sami mimarTulebiT:
151
Sromis SefardebiTi
mwarmoebluroba ekonomikis erovnul seqtorSi
15.2
19.1
7.0
10.8
16.8
16.9
13.7
18.2
1..2
38.6
46.5
8.2
15.5
20.1
17.3
18..0
23.6
2.5
253.9
243.5
117.1
143.5
119.6
102.4
131.4
129.7
208.3
72.4
66.1
98.7
94.7
96.0
99.5
95.0
93.4
98.7
3.51
3.68
1.19
1.52
1.25
1.03
1.38
1.70
1.21
honkongi
1985
1994
1985
1994
1986
1990
10.2
16.0
29.8
43.7
1.5
3.2
20.1
16.0
29.8
43.7
1.5
3.2
197.1
223.1
114.1
120.4
453.3
262.5
89.0
76.5
94.0
84.2
94.6
94.6
2.21
2.91.
1.21
1.43
4.79
2.77
1980
.52.0
52.0
129.6
67.9
1.99
ganviTarebuli
qveynebi
holandia
malaiazia
TurqeTi
singapuri
1985
1994
aSS
1985
1996
safrangeTi
1987
1992
didi britaneTi 1985
1992
iaponia
1995
ganviTarebadi
qveynebi
weli
cxrili 1
1. axali teqnologiebis danergva, romelic mocemul etapamde ar iyo gamoyenebuli erovnul ekonomikaSi
da, maSasadame, aqvs SesaZlebloba axali saqonlis warmoebisa da moxmarebisaTvis Seqmnas pirobebi;
21
152
Sesaxeb. cxadia, rom pui da saerTaSoriso vaWroba udides gavlenas axdenen ekonomikis mdgomareobaze, ganviTarebasa da zrdaze. ueWvelia, maTi ganuwyveteli urTierTkavSiri, rac vlindeba ramdenime aspeqtiT.
1. sagareo vaWrobis rols, rogorc ekonomikuri
zrdis faqtors, yovelTvis aRiarebdnen, rac gamoixateboda ama Tu im sagareo savaWro politikis gatarebaSi.
pui, romelic aris sagareo bazrebze saqonlis da momsaxurebis ZiriTadi instrumenti da saerTaSoriso warmoebis sistemis RerZi, zemoqmedebas axdens msoflio vaWrobis masStabebze, struqturasa da mimarTulebaze.
2. ekonomikuri ganviTarebis procesebze pui-is pozitiur rols sul ufro meti qveyana aRiarebs, rac gamoixateba pui-is mimarT maT mier gatarebuli politikiT,
amasTan, pui-is struqturaze, masStabebsa da mimarTulebaze moqmedebs sagareo vaWroba da sagareo savaWro politika;
3. ekonomikur ganviTarebaSi sagareo vaWrobisa da
ucxouri investiciebis rolis maqsimizebisaTvis, aucilebelia uzrunvelvyoT maTi sinergia, e.i. gamoviyenoT
isini, rogorc erTi mTliani.
calke aRebuli saqonlis mixedviT, pui-sa da vaWrobas Soris urTierTkavSiri gamovlindeba internacionalizaciis mudmiv da Tanmimdevrul procesSi, Tumca impulsi SeiZleba momdinareobdes, rogorc pui-idan vaWrobisaken, aseve piriqiT. samrewvelo sawarmoebis sferoSi firmebi Cveulebriv iwyeben warmoebasa da realizacias Siga bazarze. internacionalizaciisaken gadadgmuli
pirveli nabiji ki aris saqonlis eqsporti, sazRvargareT
gamsaRebeli filialebis gaxsna, licenzireba da ucxoel
partniorebTan saxelSekrulebo urTierTobebis sxvadasxva forma. Semdeg etapze ki SesaZlebelia pui-s sazRvargareT ganTavseba. es ganpirobebulia imiT, rom vaWroba dakavSirebulia SedarebiT nakleb riskTan, vidre
pui-is ganTavseba. sazRvargareTuli bazrebis konsoli155
daciasTan erTad, pui-s ganxorcieleba SesaZlebelia sasurveli varianti iyos. Tavdapirvelad damxmare sferoebSi (savaWro momsaxureba, Senaxva, remonti, gayidvebis
Semdgomi momsaxureba), Semdeg ki xdeba produqciis warmoebis srulmasStabiani gafarToeba. amgvarad, tnk-is
pui-s bazarze SeRwevis strategia viTardeba vaWrobidan
(eqsport-importi) pui-mde (ix. nax. 2) da iZens Semdeg
formebs: ucxouri filialebis gamoyeneba, investireba
nulidan, strategiuli aliansebis damyareba, STanTqma
da Serwyma da erToblivi sawarmoebis Seqmna. transnacionalurobis Tanmimdevruli ganviTarebis gaTvaliswinebiT, Cveulebriv iTvleba, rom pui am sferoSi aris sagareo vaWrobis pirdapiri Semcvleli. am mosazrebis sasargeblod, damatebiT arguments iZleva ,,produqciis sasicocxlo ciklis Teoria~, romlis Tanaxmad pui xorcieldeba mxolod maSin, rodesac tradiciul sasaqonlo eqsports mwarmoebeli firmasaTvis ar moaqvs sakmarisi mogeba, xolo am mdgomareobidan gamosavali SeiZleba iyos
sazRvargareT warmoebis organizacia. es aris tnk-is Camoyalibebis SedarebiT tipuri magaliTi, rodesac dominirebad faqtorad gamodis gasaRebis bazris povna. SesaZlebelia sxva SemTxvevis arsebobac, roca firmebi sazRvargareTis qveynebSi eZeben SedarebiT iaf ekonomikur
resursebs, kerZod samuSao Zalas, danaxarjebis Semcirebis da efeqtianobis gazrdisaTvis. Sesabamisad, maTi
transnacionalizaciis sawyisi wertili SeiZleba iyos investiciebis ganxorcieleba sxva qveynebSi, rac SemdgomSi
axdens savaWro nakadebis formirebas.
eqsportze orientirebuli investiciebis ganTavsebis SemTxvevaSi, roca savaWro da sainvesticio barierebi
moxsnilia, amgvar kapitaldabandebaTa mniSvneloba ufro
da ufro izrdeba im investiciebTan SedarebiT, rac emsaxureba mimRebi qveynis Siga bazrebs. swored, rom msgavsi
qmedebebi zrdis vaWrobaze pui-is pozitiuri zemoqmedebis albaTobas. farTo masStabiT integrirebuli saerTa156
Soriso warmoebis gafarToebasTan erTad, savaWro da sainvesticio saqmianoba ufro mWidrod ixlarTeba erTmaneTSi da mniSvnelovanwilad ganisazRvreba im firmebis gadawyvetilebiT, romlebic warmoebis ganTavsebisas iTvaliswineben ekonomikur-geografiul upiratesobebs.
ganviTarebad qveynebSi, tnk-is SeRwevis miznebidan gamomdinare, mTlianobaSi SeiZleba gamovyoT pui-is sxvadasxva tipi: 1. bunebriv resursebze orientirebuli investiciebi; 2. bazris aTvisebaze orientirebuli investiciebi; 3.
efeqtianobis amaRlebaze orientirebuli investiciebi; 4.
strategiul aqtivebze orientirebuli investiciebi.
naxazi 2
tnk-is internacionalizaciis stadiebi
157
sakontrolo kiTxvebi:
1. gansazRvreT kapitalis saerTSoriso moZraobis formebi;
2. axseniT pui-isa da portfelur investiciebs Soris
gansxvaveba;
3. moiyvaneT tnk-is ganmarteba;
4. CamoayalibeT tnk-ebis sagareo bazrebze SeRwevis
formebi;
5. ra Teoriebis safuZvelze SesaZlebelia avxsnaT puiis ganxorcieleba;
6. moiyvaneT pui-is ekonomikuri efeqtianobis grafikuli ilustracia;
7. CamoTvaleT faqtorebi, romelic xsnis pui-is dadebiT gavlenas mimRebi qveynis ekonomikaze;
8. axseniT pui-sa da saerTaSoriso vaWrobis urTierTkavSiri.
literatura:
1. ., ., . 4- . /
. . . . . . .: , 2006.
1088 ;
2. , :
. ; . . - . , . ..
- . , . .. . 5- .,
. . : , 2008. 688 ;
3. Alan M. Rugman, Thomas L. Brewer. The Oxford Handbook
of International Business;
4. B. Cullen, K. Praveen, Parboteeah. International business:
strategy and the multinational company;
5. TNC&Export Competitivness. World Investment Report.
United Nations Conference on Trade and Development.
Geneva. 2002;
158
159
Tavi VI
saerTaSoriso ekonomikuri
TanamSromloba da saerTaSoriso
biznesi
Sesaswavli sakiTxebi:
1. saerTaSoriso organizaciebis tipologia;
2. garTianebuli erebis organizacia (gaero);
3. ekonomikuri TanamSromlobisa da ganviTarebis organizacia;
4. vaWrobis msoflio organizacia;
5. didi rviani;
6. navTobis eqsportiori qveynebis organizacia;
7. integraciuli dajgufebebi evropaSi;
8. ekonomikuri integraciuli gaerTianebebi amerikaSi;
9. ekonomikuri entegraciuli gaerTianebebi aziaSi;
10. ekonomikuri integraciuli gaerTianebebis Camoyalibebis perspeqtivebi afrikaSi.
uzrunvelyofaze, rac saerTaSoriso biznesis ganviTarebis mTavari pirobaa; meore, isini floben Rirebul informacias bazris pirobebis, demografiis, resursebis,
qveynebs Soris vaWrobis Sesaxeb; mesame, maT SeuZliaT maregulirebeli funqciebis Sesruleba.
sakiTxis sirTule rom warmovidginoT, SegviZlia
moviyvanoT aSS-is da CineTis magaliTi, romelTac sruliad gansxvavebuli politikuri wyoba da Rirebulebebi
aqvT, magram TanamSromloben mravali saerTaSoriso organizaciis farglebSi.
saerTaSoriso organizaciebi sainteresoa SemoTavazebuli sakariero SesaZleblobebiTac.
saerTaSoriso organizacebis nawili orientirebulia politikur sakiTxebze (magaliTad, gaero, NATO), meore nawili ki ekonomikuri TanamSromlobis problemebze
muSaobs (WTO, NAFTA, OPEC da sxva), Tumca zogi (magaliTad, evrokavSiri) orive mimarTulebiT saqmianobs.
saerTaSoriso organizacia saerTaSoriso TanamSromlobis organizaciul formas warmoadgens. saerTaSoriso organizaciebis sistema 4000-ze meti saerTaSoriso organizaciisgan Sedgeba, romelTgan 300 mTavrobaTaSorisi organizaciaa. saerTaSoriso organizaciebis
farglebSi saqmianobis koordinaciis mizniT iqmneba erToblivi organoebi, sakoordinacio komitetebi da sxva.
saerTaSoriso organizaciaSi sxvadasxva qveynebis warmomdgenlebi erTianebian. am sistemis centrSi gaerTianebuli erebis organizacia (gaero) moiazreba.
saerTaSoriso organizaciebis klasifikacia damokidebulia sxvadasxva kriteriumze:
iuridiuli Sinaarsis mixedviT saerTaSoriso
organizacia aris saxelmwifoTaSorisi (mTavrobaTaSorisi) da arasamTavrobo. saerTaSoriso mTavrobaTaSorisi organizacia saxelmwifoTa gaerTianebaa, romelic Camoyalibebulia xelSekrulebis
safuZvelze erTiani miznis misaRwevad. misi dama161
xelmwifoTa urTierTdamokidebulebis zrda, saerTaSoriso biznesis ganviTareba, sagareo komerciuli operaciebis, saerTaSoriso angariSsworebis da tvirTebis saerTaSoriso gadazidvis zrda. CamoTvlili procesebis
regulireba ki, Tavis mxriv, moiTxovs saerTaSoriso organizaciebis mxridan damatebiT Zalisxmevas.
Tanamedrove etapze saerTaSoriso ekonomikuri regulirebis ZiriTadi amocanebia:
msoflio ekonomikis da savaluto-safinanso
sferos stabiluri ganviTarebis uzrunvelyofa;
qveynebs Soris sxvadasxva formiT ekonomikuri
TanamSromlobis ganviTareba;
qveynebs da dajgufebebs Soris savaWro-ekonomikur urTierTobebSi diskriminaciis aRmofxvra;
kerZo mewarmeobis ganviTarebaze zemoqmedeba;
msoflio bazris da konkretuli qveynis krizisidan Tavis daRweva;
saxelmwifoTa makroekonomikuri politikis SeTanxmeba da koordinacia, rac ganpirobebulia
regionuli ekonomikuri integraciis obieqturi tendenciiT.
ganvixiloT ZiriTadi saerTaSoriso ekonomikuri
organizaciebis saqmianobis mimarTulebebi22:
164
menti, romelic aregulirebs saerTaSoriso organizaciis saqmianobas, aseve, warmoadgens saxelmwifoTa koleqtiuri usafrTxoebis fundaments samxedro, ekonomikur,
ekologiur, politikur, humanitarul da sxva sferoebSi.
amJamad gaeros wevria 191 qveyana.
gaeros oficialuri miznebia:
mSvidobisa da usafrTxoebis mxardaWera saerTaSoriso doneze koleqtiuri Zalebis gamoyenebiT
da konfliqtebis mSvidobiani gadawyvetis gziT;
qveynebs Soris megobruli urTierTobebis ganviTareba erebis Tanasworobis da TviTgamorkvevis
principis safuZvelze;
saerTaSoriso TanamSromlobis ganxorcieleba
saerTaSoriso ekonomikuri, socialuri, kulturuli da humanitaruli xasiaTis problemebis gadasawyvetad adamianTa uflebebis da Tavisuflebis dacvis pativiscemis safuZvelze.
gaeros principebia:
- misi wevrebis suverenuli Tanasworoba;
- wesdebis mixedviT nakisri valdebulebebis keTilsindisierad Sesruleba;
- mSvidobiani saSualebebiT saerTaSoriso davebis gadawyveta;
- saxelmwifoTa mier Zalismieri meTodebis gamoyenebisgan TavSekaveba;
- aRniSnuli principebis Sesabamisad organizaciis wevrebisTvis daxmarebis gaweva.
gaeros sistema Sedgeba mTavari, damxmare, specializebuli organizaciebisagan, aseve, gaeros sistemaSi Semavali avtonomiuri dawesebulebebisagan.
gaeros mTavari organoebia: generaluri asamblea(ga); uSiSroebis sabWo(us); ekonomikuri da socialuri sabWo(ess); saerTaSoriso sasamarTlo; opekis
sabWo da samdivno. damxmare organoebi wesdebis Sesabamisad fuZndeba. gaeros sistema moicavs programebs, sab165
ix. http://www.un.org
166
val konfliqtur regionSi (sudani, liberia, haiti, pakistani, kviprosi da a.S.). uSiSroebis sabWos dakisrebuli
aqvs mTavari pasuxismgebloba saerTaSoriso mSvidobisa
da usafrTxoebis SenarCunebaze.
samdivno axorcielebs organizaciis yoveldRiur
saqmianobas da misi proeqtebis administrirebas. samdivnos xelmZRvanelobs generaluri mdivani.
msoflios 170 qveynis 8 600 adamiani dasaqmebulia
gaeros samdivnos StatSi. mTlianad gaeroSi da masTan
dakavSirebul organizaciebSi 52 000 adamiani muSaobs.
gaero did saerTaSoriso samuSaos asrulebs mTel
msoflioSi biznesgarigebebis xelSewyobisTvis. amis naTel magaliTs warmoadgens saerTaSoriso satelekomunikacio kavSiri, romelic exmareba mTavrobebs da kerZo
seqtors globaluri satelekomunikacio qselebis momsaxurebis uzrunvelyofaSi.
24
ix. http://www.oecd.org
169
170
ix. http://www.wto.org
171
weli
1947
1949
1951
1956
19601961
19641967
19731979
19861994
raundis
dasaxeleba
da adgili
Jeneva
anesi
torkuei
Jeneva
Jeneva (dilonis raundi)
Jeneva (kenedis raundi)
Jeneva (tokios raundi)
urugvais
raundi
ganxiluli
sakiTxebi
monawile
qveynebis
raodenoba
GATT-s evolucia
tarifebi
tarifebi
tarifebi
tarifebi
tarifebi
23
13
38
26
26
tarifebi da antidempinguri
zomebi
tarifebi, arasatarifo zomebi, ,,CarCo~ SeTanxmebebi
62
123
102
GATT-is arsebobis pirveli wlebi daeTmo gawevrianebis Sesaxeb molaparakebebsa da satarifo ganakveTis
Semcirebas. 1970-iani wlebis Sua periodamde GATT-is mo172
urugvais raundis ZiriTadi Sedegebidan aRsaniSnavia: valdebulebebi tarifebis Semdgom Semcirebaze, kerZod, urugvais raundis SeTanxmebebi iTvaliswinebdnen
ganviTarebul qveynebSi 6 wlis ganmavlobaSi (dawyebuli
1995 wlidan) importul samrewvelo produqciaze tarifebis Semcirebas 36%-iT sabazo periodTan SedarebiT,
TiToeul satarifo poziciaSi minimum 15%-iani SemcirebiT. ganviTarebad qveynebs am mxriv eZlevaT garkveuli
SeRavaTebi (10 wliani periodi, tarifis Semcireba saSualod 24%-iT da a.S.).
vaWrobis msoflio organizacia daarsda 1995 wels.
vmo warmoadgens mravalmxrivi savaWro sistemis samarTlebriv da instituciur safuZvels, aris urugvais raundis 8 wliani (1986-1994 ww.) kompleqsuri da xSirad sadavo molaparakebebis Sedegi. amJamad vmo-Si 149 sruluflebiani wevria. vmo-is wevri qveynebis wili msoflio
vaWrobaSi 95 %-s aRemateba.
vmo marTavs savaWro SeTanxmebebs, romlebic miRebulia misi wevri qveynebis molaparakebis Sedegad: GATT (tarifebisa da vaWrobis generaluri SeTanxmeba), GATS (momsaxurebiT vaWrobis generaluri SeTanxmeba) da TRIPS (inteleqtualuri sakuTrebiT vaWrobis generaluri SeTanxmeba). es ukanaskneli moicavs iseT sakiTxebs, rogoric
aris saavtoro ufleba, savaWro niSnebi, patentebi, samrewvelo konstruqciebi da savaWro saidumloebebi. GATTis formatSi arsebulma saerTaSoriso savaWro SeTanxmebam ganicada ramdenime mniSvnelovani cvlileba:
vaWrobis erovnuli wesebi sul ufro metad modioda SesabamisobaSi vmo-is farTo normebTan,
principebsa da amocanebTan;
droTa ganmavlobaSi ganviTarebuli instituciuri praqtika mniSvnelovnad ganmtkicda oficialuri administraciuli struqturis (organizaciis) daarsebiT;
174
ministrTa konferencia warmoadgens vmo-is umaRles organos. masSi monawileobas iRebs yvela wevri qveynis delegacia da imarTeba yovel or weliwadSi erTxel.
am RonisZiebaze mimoixileba saerTaSoriso vaWrobis
problematika. wevrebs SesaZlebloba eZlevaT ganamtkicon mxardaWera mravalmxrivi savaWro sistemisadmi. aseve Tanxmdeba momavali dRis wesrigi. ministrTa konferencias SeuZlia gadawyvitos mravalmxrivi savaWro SeTanxmebebis nebismieri sakiTxi.
vmo-is samdivnos xelmZRvanelobs generaluri direqtori da oTxi moadgile. vmo-is samdivno Sedgeba ramdenime ganyofilebisgan, romelTagan TiToeuli pasuxismgebelia konkretul sferoebze da exmareba vmo-is Sesabamis organos. TiToeuli ganyofileba da komiteti imyofeba generaluri direqtoris oTxi moadgilidan erT-erTis, an uSualod generaluri direqtoris daqvemdebarebaSi.
amJamad samdivnoSi muSaobs daaxloebiT 500 TanamSromeli. samdivnos saTaveSi dgas generaluri direqtori, romelic iniSneba ministrTa konferenciis mier arCevnebis gziT. vmo-is generaluri direqtori amJamad
aris paskal lame.
ministrTa konferenciebs Soris vmo-is yoveldRiur saqmianobas xelmZRvanelobs Semdegi sami organo:
generaluri sabWo;
davebis mogvarebis organo da
savaWro politikis mimoxilvis organo.
faqtobrivad, yvela es organo warmoadgens generalur sabWos, Tumca gvxvdebian sxvadasxva uflebamosilebiT.
isini regularulad ikribebian yovel or TveSi erTxel. generaluri sabWo moqmedebs ministrTa konferenciis saxeliT am konferenciis Sekrebebs Soris periodebSi, igi valdebulia uSualod mas warudginos moxseneba.
177
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;
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26
ix. http://www.opec.com/
180
mniSvnelovania, rom 1960 wlidan 2004 wlamde periodSi gadamuSavebuli navTobproduqtebis moxmareba 5jer gaizarda da masSi OPEC-is wevri qveynebis wili mxolod 7,7 procents Seadgenda.
OPEC-is mizania wevr qveynebs Soris koordinirebuli politikis ganxorcieleba da gadawyvetilebebis miRebis sakiTxSi konsensusis Zieba. yoveli wevri qveyana
damoukidebelia navTobis warmoebis mxriv.
OPEC ar akontrolebs navTobis bazars. OPEC-is
qveynebze modis navTobis wamoebis 40% da bunebrivi airis 15 %. amasTan, OPEC axorcielebs navTobis msoflio
eqsportis 55%-s. aqedan gamomdinare, marTalia, OPEC
mocemuli bazris makontrolebeli ar aris, magram mainc
didi gavlena aqvs masze, gansakuTrebiT maSin, roca gadawyvets navTobis miwodebis gazrdas, an Semcirebas.
OPEC-is wevri qveynebis warmomadgenlebi weliwadSi orjer ikribebian, raTa SeaTanxmon gamoSvebis moculoba. wevrma qveynebs, romlebic sapatio delegaciebiT
warmodgenilni arian, SeuZliaT Secvalon, an ar Secvalon navTobis fasebi.
1976 wels OPEC-is wevrma qveynebma Seqmnes OPEC-is
saerTaSoriso ganviTarebis fondi. fondis mizania xeli
Seuwyos TanamSromlobis gaRrmavebas OPEC-is wevr qveynebsa da sxva ganviTarebad qveynebs Soris. fondis erTerTi mTavari mizani Raribi qveynebis daxmarebaa. OPEC-is
fondi bevr regionSi moqmedebs. maT Soris aziis, afrikis,
evropis, laTinuri amerikis, karibisa da axlo aRmosavleTis qveynebSi. OPEC-is fondma bevri proeqti daafinansa, maT Soris sasmeli wylis, energetikis, skolebis
mSeneblobis, saavadmyofoebis da gzebis mSeneblobis da
a.S. aRniSnul proeqtebze fondma daarsebidan daaxloebiT 7,5 miliardi dolari gamoyo.
OPEC-is erT-erTi mizania transportirebis teqnologiebis gaumjobeseba, raTa is ekologiurad sufTa,
181
usafrTxo da efeqtiani iyos. OPEC did yuradRebas uTmobs ekologiuri usafrTxoebis problemebs.
OPEC-is mier navTobis msoflio bazris kontroli
Tanamedrove periodSi izRudeba yazaxeTis, azerbaijanis
da ruseTis mxridan, romlebic navTobisa da gazis udides
maragebs floben da romlebic am seqtoris ganviTarebis
umniSvnelovanes saerTaSoriso proeqtebs axorcieleben.
saerTaSoriso ekonomikuri TanamSromloba regionuli ekonomikuri gaerTianebebis farglebSic xorcieldeba,
rasac integraciis tendenciis gaZliereba uwyobs xels.
ganvixiloT msoflios ZiriTadi regionuli ekonomikuri dajgufebebi, romlebic gavlenas axdenen saerTaSoriso biznesis ganviTarebaze gaerTianebis farglebSi.
evropis kavSiri (European Union), SemoklebiT evrokavSiri evropis saxelmwifoTa msxvili politikuri da
ekonomikuri gaerTianebaa, romelsac 1993 wlamde evropuli gaerTianeba erqva (European Community). amJamad misi
wevria 27 saxelmwifo, romelTa saerTo farTobia 3,892
aTasi kv. km, mosaxleoba 455 mln, erToblivi erovnuli
182
183
186
deg, rac Sveicariam referendumis gziT uari Tqva evropis ekonomikur zonaSi gawevrianebaze.
ekonomikuri da savaluto kavSiris daarsebisaTvis
wevr saxelmwifoTa ekonomikis mdgradi urTierTTavsebadobis misaRwevad maastrixtis xelSekruleba iTvaliswinebs xuT kriteriums, romelsac unda akmayofilebdes
TiToeuli wevri saxelmwifo ekonomikuri da savaluto
kavSiris mesame etapze gadasvlamde. komisia da evropis
centraluri banki mudmivad amowmeben aRniSnuli kriteriumebis Sesrulebas. es kriteriumebia:
biujetis deficiti ar unda aRematebodes mTliani Sida produqtis 3 procents;
saxelmwifo vali ar unda aRematebodes mTliani
Sida produqtis 60 procents;
unda SenarCundes fasebis stabiluroba da inflaciis saSualo mavenebeli Semowmebamde erTi wlis ganmavlobaSi. kerZod, inflacia erTnaxevar procentze metad
ar unda aRematebodes sami yvelaze warmatebuli wevri
saxelmwifos monacems;
unda arsebobdes grZelvadiani saprocento ganakveTi, romelic sami yvelaze warmatebuli qveynis maCvenebels ar unda aRematebodes or procentze metad;
unda moxdes evropul savaluto sistemaSi arsebuli savaluto gacvlis kursis meqanizmiT gaTvaliwinebuli sazRvrebis dacva ori wlis ganmavlobaSi. urTierTTavsebadobis kriteriumebis daniSnulebaa, ekonomikurma ganviTarebam ekonomikur da savaluto kavSiris
SigniT problemebi ar Seuqmnas TiToeul wevr saxelmwifos. amasTanave, saxelmwifo valTan da deficitTan dakavSirebuli kriteriumebi unda sruldebodes mesame
etapis dawyebis Semdegac. am miznis misaRwevad 1997 wels
amsterdamis evropuli sabWos mier miRebul iqna stabilurobis paqti.
evrokavSiris safinanso organizaciebia: evropis
centraluri banki da evropis sainvesticio banki.
188
evropis kavSiris biujeti sakuTari saxsrebiT finansdeba 1970 wlidan. manamde evrogaerTianebis biujeti
wevri saxelmwifoebis Senatanebisagan yalibdeboda. dRes
evrokavSiris biujetis dafinansebis wyaroebia: 1) gadasaxadi soflis meurneobis produqtebis importze; 2) sabaJo mosakrebeli, romelic ikribeba evrokavSiris sazRvrebze; 3) gadasaxadi dRg-dan, romelic Sedgens TiToeuli wevri saxelmwifos mier akrefili dRg-is 1%-s; 4) gadasaxadi TiToeuli wevri saxelmwifos mTlian erovnul
produqtze.
biujetis miRebis procedura gansazRvrulia romis
xelSekrulebis 272-e muxliT da moicavs ramdenime safexurs.
ekonomikuri da savaluto kavSiri wevri saxelmwifoebis ekonomikuri da savaluto politikis harmonizebis Sedegad Seiqmna. mTliani procesi ki erTiani valutis
SemoRebiT dasrulda. maastrixtis xelSekrulebis Tanaxmad, ekonomikuri da savaluto kavSiris Seqmnamde wevrma saxelmwifoebma sami etapi gaiares:
- pirveli etapi (1 ivlisi 1990 _ 31 dekemberi 1993)
_ wevr saxelmwifoebs Soris kapitalis Tavisufali moZraoba, ekonomikuri politikis mWidro koordinacia da
centralur (erovnul) bankebs Soris mWidro TanaSromlobis damyareba;
- meore etapi (1 ianvari 1994 _ 31 dekemberi 1998) _
wevr saxelmwifoTa ekonomikuri da savaluto politikis
urTierTTavsebadobis miRweva fasebis stabilurobisa
da myari saxelmwifo finansebis uzrunvelsayofad;
- mesame etapi (1 ianvari 1999) Seiqmna evropis centraluri banki, dafiqsirda kursi evropul valutebs Soris da SemoRebul iqna erTiani valuta _ evro.
evro 2001 wlis ianvramde mxolod nominalurad arsebobda. 2001 wlis dasawyisidan ki evrokavSiris im qveynebSi, romlebmac survili gamoTqves SemoeRoT erTiani
valuta, mimoqcevaSi Semovida evros banknotebi. evrozo189
28
http://www.ustr.gov/trade-agreements/free-trade-agreements
194
NAFTA-sTan 2008 wels aSS-is saqonliT da momsaxurebiT vaWrobis moculoba 967 miliard dolaramde Semcirda, Tumca kanada da meqsika aSS-is mTavar savaWro partniorTa rigSi arian. savaWro balansis deficitic 0,1
procentiT dauaresda. NAFTA-sTan aSS-is momsaxurebiT
vaWrobis balansi dadebiTia da 2007 wels 26,5 miliardi
aSS dolari Seadgina.
aSS-is pirdapiri ucxouri investiciebi NAFTA-is
qveynebSi 2006 welTan SedarebiT 2007 wels 11,3 procentiT gaizarda da 348,7 miliardi aSS dolari Seadgina.
pirdapiri ucxouri investiciebi ganxorcielda mrewvelobis, safinanso, arasabanko seqtoris kompaniebsa da
mompovebel mrewvelobaSi.
NAFTA-is qveynebis investiciebma aSS-Si 2007 wels
219,2 miliardi aSS dolari Seadgina, rac 21,4 pricentiT
maRalia wina welTan SedarebiT. aRniSnuli investiciebi
ganxorcielda safinanso, mrewvelobis da sabanko sferoSi29.
didi imedebi gaaCnia NAFTA-Tan dakavSirebiT meqsikas. integraciul dajgufebaSi gawevrianebiT igi elodeba daaCqaros Tavisi ganviTarebis tempi, gaataros reformebi da ukve 10-15 wlis Semdeg dauaxlovdes Tavisi
ganviTarebis doniT industriulad ganviTarebul qveynebs. miRebul iqna gadamwyveti RonisZiebebi kapitalis
moZraobis liberalizaciisaTvis, daiwyo misi Semodineba,
gaizarda ucxouri investiciebis moculoba. amavdroulad, arsebobs saSiSroeba, rom meqsikur kompaniebs gauZneldebaT Seakavon CrdiloeT mezoblebis zewola, gansakuTrebiT soflis meurneobaSi, sadac SeiZleba aRmocendes seriozuli problemebi.
realurad jer-jerobiT Znelia SevafasoT NAFTA-s
efeqtianoba, radgan gasulia Zalian cota dro, magram
29
statisitikuri
mimoxilva
momzadda
http://www.ustr.gov/tradeagreements/free-trade-agreements veb-misamarTis informaciaze dayrdnobiT.
(3/18/2010)
195
196
197
198
veba ekonomikur potencialSi, SesarCevia sabazro meqanizmTan saxelmwifos maregulirebeli rolis optimaluri Serwymis varianti, romelic laTinuri amerikis regionis specifikis Sesabamisi iqneba.
aqve aRsaniSnavia idea panamerikuli Tavisufali
vaWrobis zonis Seqmnis Sesaxeb, romlis iniciatoric
aris aSS da mxars uWers kontinentis udidesi qveyana
brazilia. misi saboloo mizani msoflioSi yvelaze didi
saerTo bazris formirebaa, romelic moicavs qveynebs
ukve arsebuli subregionuli dajgufebebis bazaze.
kontinentis sxva integraciuli gaerTianebebis
ricxvidan SeiZleba gamovyoT:
andis paqti (bolivia, venesuela, kolumbia, peru da ekvadori). gaTvaliswinebulia am organizaciis transformacia andis integraciul gaerTianebad.
centraluramerikuli saerTo bazari (gvatemala, hondurasi, kosta-rika, nikaragua da salvadori). formirebulia Tavisufali vaWrobis zona, ganixileba baJebis likvidacia blokis SigniT
da gansazRvrulia sabaJo tarifebis SemoReba
mesame qveynis mimarT.
karibuli Tanamegobroba (karibis auzis 14 inglisurenovani qveyana) sakmarisad ganviTarebuli integraciuli jgufia, gaaCnia rigi saerTo sagareo tarifebi.
202
APEC-is ganviTarebis perspeqtivebi da integraciuli procesebi am organizaciis farglebSi momdevno wlebisTvis ixileba sam variantad:
pirveli APEC-is ganviTareba ganxorcieldeba bogorSi miRebuli scenariT (1994, indonezia). mis Sesabamisad Seiqmneba Tavisufali vaWrobis zona da moxdeba investiciuri sferos liberalizacia 2020 wlamde (industriulad ganviTarebuli qveynebisTvis 2010 wlamde), agreTve
sabaJo tarifebis Semcireba ganxorcieldeba GATT/WTO-s
farglebSi miRebuli SeTanxmebis Sesabamisad.
meore rogorc specialistebi Tvlian, yvelaze SesaZlebeli variantia, APEC-s mieniWos forumis funqcia
regionSi savaWro problemebis gadasawyvetad. am SemTxvevaSi warmoiqmneba dava ukve arsebuli SeTanxmebebis
Sesrulebis mimdinareobis Sesaxeb, rac gamoiwvevs organizaciis dasustebas. am pirobebSi gaizrdeba sxva regionuli integraciuli dajgufebebis roli, iqidan gamomdinarec, rom zogierTi qveynis wili subregionul gaerTianebebSi SedarebiT maRalia da isini SeiZleba iqcnen
mTlianad regionSi integraciuli procesebis daCqarebulad ganviTarebis Tavisebur RerZad. ase arsebobs ,,zrdis samkuTxedi~ samxreT CineTis ekonomikuri
zona (koreis respublika, honkongi, taivani); ,,zrdis oqros samkuTxedi~ (indonezia, malaizia, singapuri); iaponiis zRvis auzis qveynebis ekonomikuri zona; indoCineTis ekonomikuri zona.
mesame varianti ar gamoricxavs proteqcionistuli
ganwyobilebebis ganaxlebas aSS-Tan da evrokavSirTan,
rac Seaferxebs msoflio vaWrobis liberalizacias da
SeiZleba SezRudos integraciuli procesebi aziuri
qveynebis farglebSi.
30 wlis ganmavlobaSi warmatebulad moqmedebs samxreT-aRmosavleT aziis qveynebis asociacia (ASEAN), romelSic Sedis erT-erTi aziuri ,,drakoni~singapuri, agreTve, axali industriuli qveynebis ,,axali talRa~ma203
207
sakontrolo kiTxvebi:
1. CamoayalibeT saerTaSoriso ekonomikuri organizaciis klasifikaciis maCveneblebi;
2. daaxasiaTeT gaeros sistema da funqcionirebis meqanizmi;
3. ra miznebi aqvs ekonomikuri TanamSromlobisa da ganviTarebis organizacias?
4. axseniT vaWrobis msoflio organizaciis ZiriTadi
dokumentebis Sinaarsi da saerTaSoriso vaWrobis maregulirebeli reJimebi.
5. CamoayalibeT evrokavSiris integraciis Taviseburebebi evoluciis calkeul etapebze.
209
literatura:
1. veSapiZe S., lekaSvili e., griSikaSvili a., aslamaziSvili n., msoflio ekonomika, Tb., 2008;
2. movsesiani a. g., ognivcevi s.b., msoflio ekonomika,
Targmani S. veSapiZis mier, saxelmZRvanelo, Tb., 2003;
3. qarumiZe i., saerTaSoriso organizaciebi, Tb., 1999;
4. vaSakiZe z., lekaSvili e., saqarTvelo saerTaSoriso
ekonomikuri xelSekrulebebSi, ekonomikisa da menejmentis konsultantTa asociaciis gamomcemloba, Tb.,
2007;
5. vaSakiZe z., lekaSvili e., saqarTvelo saerTaSoriso
ekonomikuri organizaciebSi, ekonomikisa da menejmentis konsultantTa asociaciis gamomcemloba, Tb.,
2008;
6. vaSakiZe z., lekaSvili e., saqarTvelo ormxriv ekonomikuri xelSekrulebebSi, ekonomikisa da menejmentis
konsultantTa asociaciis gamomcemloba, Tb., 2008;
7. lekaSvili e., Crdiloamerikuli Tavisufali vaWrobis
asociacia: Tanamedrove mdgomareoba da ganviTarebis
perspeqtiva, iv.javaxiSvilis Tsu, amerikis Seswavlis
centri, amerikis Seswavlis saqarTvelos asociacia
saqarTveloSi SeerTebuli Statebis prezident jorj
buSis vizitisadmi miZRvnili amerikaTmcodneobis yovelwliuri VII saerTaSoriso konferencia; Tb., 10 12
maisi, 2005;
210
internet-resursebi:
Bureau of Economic Analysis
Currency and Exchange Rate Information from OANDA
Dr. B's Wide World of Web Data
Federal Reserve Economic Data (FRED)
National Bureau of Economic Research
Penn World Tables
Union Bank of Switzerland
U.S. Central Intelligence Agency World Factbook 1999
U.S. Federal Government: Fedstats
White House Economic Statistics Briefing Room
212
Tavi VII
saerTaSoriso biznesis strategiuli
marTva
Sesaswavli sakiTxebi:
1. saerTaSoriso strategiuli amocanebi da elementebi;
2. saerTaSoriso strategiis SemuSaveba;
3. saerTaSoriso strategiuli doneebi;
4. sagareo bazarze SeRwevis strategiebi.
nad gawios konkurencia saerTaSoriso bazarze. konkurentuli saerTaSoriso strategiis SemuSavebis process
xSirad uwodeben strategiul dageegmvas. strategiuli
gegmebis SemuSaveba, rogorc wesi, Sedis kompaniis umaRlesi xelmZRvanelobis kompetenciaSi, romlebic TavianT
movaleobebs asruleben kompaniis saTavo ofisSi.
saerTaSoriso strategiuli menejmenti iTvaliswinebs gansxvavebuli saerTaSoriso strategiebis SemuSavebas, romelic kompaniis fundamentur amocanaTa gadawyvetis kompleqsur safuZvels warmoadgens. kompaniebma
rogorc Siga, ise sagareo bazrebze konkurentuli brZolis strategiebis SemuSavebisas unda upasuxon iseT kiTxvebs, rogoricaa: kompania romeli saqonlisa da momsaxurebis gayidvas iTvaliswinebs? sad da rogor unda ganxorcieldes am saqonlisa da momsaxurebis warmoeba? sad
da rogor unda moxdes kompaniis saqonlisa da momsaxurebis realizacia? sad da rogor unda SeiZinos kompaniam
saWiro resursebi? rogor apirebs kompania Tavisi konkurentebis jobnas (daZlevas)?
magram sinamdvileSi, cnobili mizezebis gamo, saerTaSoriso strategiis SemuSaveba ramdenadme ufro rTuli procesia, vidre kompaniis samamulo bazarze saqmianobis strategiis formireba. saerTaSoriso kompaniebs konkutrentuli upiratesobis miRwevisaTvis SeuZliaT gamoiyenon sami wyaro, romlebic miuwvdomelia mxolod
TavianT qveyanaSi moqmedi kompaniisaTvis. esenia:
efeqtianobis amaRleba globalizaciis xarjze.
saerTaSoriso kompaniebs SeuZliaT TavianTi saqmianobis
efeqtianoba aamaRlon mTeli rigi im RonisZiebebis meSveobiT, romlebic miuwvdomelia kompaniebisaTvis, romlebic mxolod erT qveyanaSi moqmedeben. kerZod, maT
efeqtianobis amaRleba SeuZlia sxvadasxva qveyanaSi sawarmoo simZlavreTa optimaluri ganlagebis safuZvelze,
rac uzrunvelyofs produqciis warmoebisa da gasaRebis
danaxarjebis dabali donis miRwevasa da momxmarebelTa
214
momsaxurebis xarisxis amaRlebis SesaZleblobas. saerTaSoriso kompaniebs agreTve SesaZlebloba eZlevaT warmoebis danaxarjebi Seamciron maStabis ekonomiis saSualebiT, rac miiReba maT mier ramdenime qveynis bazrebis momsaxurebis safuZvelze.
mravalerovnuli moqniloba. rogorc cnobilia,
msoflios sxvadasxva qveyanaSi biznesis ganxorcielebis
gansxvavebuli politikuri, ekonomikuri, samarTlebrivi
da kulturuli pirobebi arsebobs. amasTan, mudmivad mimdinareobs am pirobebis cvlileba, amitomac saerTaSoriso kompaniebs aucileblad uwevT am mravalricxovan
cvlilebebTan adaptireba, maSin, roca samamulo kompaniebs cvlilebebze reagirebas axdenen mxolod erTi qveynis ekonomikur garemoSi. saerTaSoriso kompaniebma erT
qveyanaSi warmoqmnili problema SeiZleba gadaWran sxva
qveynebis bazrebze Seqmnili SesaZleblobebis gamoyenebis safuZvelze.
msoflio masStabiT dagrovili da gadacemuli gamocdileba. im mravalferovanma pirobebma, romlebSic
funqcionireben saerTaSoriso kompaniebi, SeiZleba xeli
Seuwyos kompaniebSi gamocdilebis dagrovebas da biznesis gaZRolisas gamoiyenon gansxvavebuli meTodebi sxvadasxva qveynebSi.
dasaxelebuli miznebis (globaluri efeqtianoba,
mravalerovnuli moqniloba da globaluri swavleba) dabalansebulad misaRwevad mravalerovnuli korporaciebi sargebloben (xelmZRvaneloben) oTxi strategiuli
alternatividan erT-erTiT, esenia:
biznesis gaZRolis modelis dublirebis strategia, romliTac sargeblobs kompania Tavis qveyanaSi. xelmZRvanelobs ra am strategiiT, kompania iyenebs Tavis
sakvanZo kompetencias, anu misTvis damaxasiaTebel, Tavis
qveyanaSi miRweul upiratesobas, sazRvargareTis qveynebis bazrebze konkurentuli brZolisas. sxva sityvebiT,
kompania cdilobs moaxdinos sazRvargareTis bazrebze
215
im biznes-modelis dublireba, romelic aRmoCnda warmatebuli Siga bazarze. magaliTad, biznesis nacionaluri
modelis dublirebis strategia, romelsac miyveba kompania Mercedes-Benz, gulisxmobs farTod cnobili brendisa da kompaniis reputaciis gamoyenebas, romelic uSvebs
kargad konstruirebul umaRlesi klasis avtomobils da
romelsac SeuZlia uzrunvelyos usafrTxo moZraoba maRali siCqaris dros. kompaniam gadawyvita esargebla bazris swored am segmentiT Tavisi avtomobilis sazRvargareT gasayidad.
multilokaluri strategia aris kidev erTi alternatiuli SesaZlebloba, romelic saerTaSoriso kompaniebs TavianT gankargulobaSi gaaCniaT. multilokaluri korporacia warmoadgens SedarebiT daukidebel
Svilobil kompaniebs, romelTagan TiToeuli maTgani
akontrolebs romelime konkretul Siga bazars. calkeulma maTganma aucilebelia operatiulad moaxdinos reagireba adgilobriv bazarze warmoSobil cvlilebebze.
amitom dedobili kompania, rogorc wesi, aniWebs did uflebamosilebas sxvadasxva qveynebSi moqmed Svilobil
kompaniebs. es strategia mniSvnelovnad amcirebs saqonlis transportirebisa da komunikaciis xarjebs.
globaluri strategia. globaluri korporacia,
romelic iyenebs globalur strategias, msoflios erTian bazrad aRiqvams da Tavisi miznis safuZvlad miiCnevs
standartuli saqonlisa da momsaxurebis Seqmnas, romlebic upasuxeben mTeli msoflios momxmarebelTa moTxovnebs. globaluri strategia praqtikulad Tavisi arsiT
multilokaluri strategiis sawinaaRmdegos warmoadgens. multilokaluri strategiis ZiriTadi elementia
varaudi imis Sesaxeb, rom sxvadasxva qveynis momxmareblebs Soris arsebobs fundamenturi gansxvavebebi, romlebic ganapirobeben multilokaluri korporaciebis
saqmianobis specifikur meTodebs. imavdroulad globaluri strategiis mimdevar korporaciebs miaCniaT, rom
216
momxmareblebi maTi erovnulobis miuxedavad erTmaneTisgan ar gansxvavdebian. globaluri korporacia iswrafvis ekonomia miiRos produqciis warmoebisa da gasaRebis maStabebis gafarToebiT, rasac Tan unda mohyves
globaluri sareklamo da marketinguli kampaniis gafarToeba.
transnacionaluri strategia. am strategiis ganmaxorcielebeli korporaciis saqmianoba dafuZnebulia
globaluri strategiisa da multilokaluri strategiis upiratesobaTa Serwymaze. korporaciebi, romlebic
axorcieleben transnacionalur strategias, cdiloben
es amocana gadawyviton uflebamosilebaTa centralizaciis Tu decentralizaciis sakiTxisadmi araformaluri
midgomis meSveobiT. es midgoma efuZneba ama Tu im amocanaTa Sesrulebaze pasuxismgeblobis gulmodgined ganawilebas im organizaciul qvedanayofebs Soris, romlebsac gaaCniaT unari erTdroulad saukeTesod uzrunvelyon kompaniis muSaobis efeqtianoba da misi moqniloba.
kompanias, romelic iyenebs transnacionalur strategias, SeuZlia mmarTvelobiTi funqciebis im nawilis centralizeba, romlebic dakavSirebulia mmarTvelobiTi
gadawyvetilebebis miRebasTan saTavo ofisSi. imave dros
sxva mmarTvelobiTi funqciebis Sesrulebaze pasuxismgebloba, rogoricaa marketingisa da personalis marTva,
SeiZleba daekisros adgilobrivi Svilobili kompaniebis
xelmZRvanelebs. aseTi decentralizacia saSualebas iZleva mxedvelobaSi iqnes miRebuli erovnuli kulturisa
da biznesis garemos gaZRolis Taviseburebebi. magaliTad, korporacia Microsoft-Si axali programuli produqtebis SemuSaveba ZiriTadad xorcieldeba aSS-Si, maSin
roca maTi gasaRebis pasuxismgebloba ekisreba sazRvargareTul Svilobil kompaniebs.
kompaniis internacionalizaciis saerTo strategiuli koncefciis gansazRvris Semdeg, saerTaSoriso
strategiul dagegmvaze momuSave menejerebma, unda daiw217
yon kompaniis strategiis oTxi sabazo elementis identifikacia. am elementebs miekuTvneba: kompaniis gansakuTrebuli kompetencia ama Tu im sferoSi, kompaniis saqmianobis sfero, resursebis gamoyeneba (gadawileba) da sinergia.
gansakuTrrebuli kompetencia, rogorc saerTaSoriso strategiis pirveli elementi, gansazRvravs kompaniis unars, miaRwios gamorCeul Sedegebs saqmianobis ama Tu
im sferoSi, gansakuTrebiT konkurentebTan SedarebiT.
kompaniis gansakuTrebuli kompetenturoba SeiZleba gamovlindes uaxles teqnologiebSi, ganawilebis efeqtian
qselebSi, marTvis mowinave meTodebSi, farTod cnobil
brendebSi da sxv. gansakuTrebuli kompetenciis arseboba
warmoadgens aucilebel pirobas sazRvargareTis bazrebze konkurentul brZolebSi warmatebis misaRwevad. aseTi
konkurentuli upiratesobis gareSe ucxour kompanias gauWirdeba gauZloos adgilobrivi kompaniebis konkurencias, romlebmac ukeTesad ician adgilobrivi bazari. magaliTad, gansakuTrebuli kompetencia kompania Disney-s
saSualebas aZlevs miaRwios warmatebebs sazRvargareTis
bazrebze, rac mdgomareobs mis msoflioSi sayovelTaod
cnobil saxelsa da kompaniis imijSi, agreTve Walt Disney-is
personaJebSi. zustad aseve kompiuteruli programebis
sayovelTao xelmisawvdomoba, romelic SeTavsebuli ,,Windows~-is ojaxTa operaciul sistemebTan, kompania
Microsoft-s gaaCnia konkurentuli upiratesoba sazRvargareTis qveynebis kompaniebTan SedarebiT.
kompaniis saqmianobis sfero, rogorc kompaniis
saerTaSoriso strategiis meore elementi, gansazRvravs
kompaniis saqmiani interesebis mxares. kompaniis saqmianobis sferom SeiZleba moicvas geografiuli regionebi,
rogoricaa qveynebi, calkeuli qveynis Siga regionebi an
qveynis jgufebi. garda amisa, kompaniis saqmianobis sfero SeiZleba gavrceldes sabazro an produqtul niSebze
erT an ramdenime regionSi, aseTze, rogoricaa maRalxa218
kompaniis winaSe strategiis formirebis procesSi. magaliTad, saerTaSoriso kompaniis mier kidev erT qveyanaSi
Svilobili kompaniis organizebis Sesaxeb gadawyvetilebis miReba produqciisa da momsaxurebis warmoebis Semdgomi gafarToebis mizniT warmoadgens am kompaniis strategiis formirebis nawils. xolo gadawyvetilebis miReba
imis Taobaze, Tu ra saxis produqcia da momsaxureba unda
awarmoos aq kompaniam, romeli TariRidan unda daiwyos
warmoeba da ra fasebi iqneba dawesebuli produqciasa da
momsaxurebaze, miekuTvneba strategiis realizaciis
etaps. kompaniis strategiis warmatebuli ganxorcieleba
damokidebulia sawarmoo da marTvis organizaciuli
struqturebis gamarTulad muSaobaze.
sxvadasxva saerTaSoriso kompaniaSi saerTaSoriso
startegiis SemuSavebis etapebi SeiZleba ramdenadme gansxvavebuli iyos. miuxedavaT amisa, specialur literaturaSi gamoyofen strategiebis SemuSavebis procesis
saerTo etapebs. es etapebia: kompaniis misiis gansazRvra
(formulireba), SWOT-analizis Catareba, strategiuli
miznebis dasaxva, taqtikuri miznebis dasaxva da taqtikuri gegmebis SemuSaveba, kompaniis marTvis saerTo (zogadi
sqemis) SemuSaveba.
misiis gansazRvra. ZiriTadad saerTaSoriso strategiuli dagegmvis procesi iwyeba kompaniis misiis gansazRvriT, romelSic gamomJRvndeba (mJRavndeba) kompaniis mTavari mizani, misi Rirebulebebi (faseulobani) da
saqmianobis mimarTulebebi. kompaniis misiis formulireba bevr SemTxvevaSi warmoadgens informaciis gadacemis
saSualebas misi strategiuli kursis Sesaxeb da mimarTulia kompaniis Siga da gare subieqtebisa da aqcionerebisadmi. kompaniis misia aRniSnavs momxmarebelTa miznobriv bazrebs da miznobriv segmentebs, ZiriTad saqonelsa
da momsaxurebas saqmianobis geografiul (teritoriul)
sferos, ZiriTad teqnologiebs, konkretuli brZolis
meTodebs, kompaniis ekonomikuri zrdis da momgebianobi222
is uzrunvelyofis gegmebs, biznesis gaZRolis fuZemdeblur filosofias, agreTve kompaniis reputaciis (imijis)
amaRlebis gegmebs.
biznesis gaZRolis garemos gamokvleva da SWOT
analizi. saerTaSoriso strategiis SemuSavebis meore
etapze xdeba SWOT-analizis Sesruleba. SWOT warmoadgens inglisuri sityvebis ,,strengths, weakneses, opportunities,
threats abreviaturas, rac qarTulad niSnavs ,,Zlieri mxareebi, susti mxareebi, SesaZleblobebi, saSiSroebebi~. ZiriTadad SWOT-analizis dawyebisas xdeba biznesis gaZRolis garemos gamokvleva, anu biznesis gaZRolis yvela garegani da Siga ekonomikuri pirobebis Sesaxeb monacemebis sistematizebuli Sekreba, maT Soris xdeba monacemebis mopoveba bazris koniunqturis, normatiul-samarTlebrivi regulirebis, konkurentebis moqmedebis,
warmoebis danaxarjebis da Sromis mwarmoeblurobis Sesaxeb.
sagareo ekonomikuri garemos Seswavlis specialistebi cdiloben moaxdinon biznesis gaZRolis rogorc
xelsayreli SesaZleblobebis, ise saSiSroebaTa identificireba, romlebsac SeiZleba waawydes kompania. amisaTvis ikribeba monacemebi sxvadasxva bazrebze ekonomikuri,
finansuri, politikuri, samarTlebrivi, socialuri da
konkurentuli pirobebis cvlilebebis Sesaxeb. magaliTad, kompania Boeing-is mier Catarebuli biznesis garegani garemos gamokvlevam aCvena, rom sahaero mogzaurobaze swrafadmzardi moTxovna CineTSi metad mimzidvels
xdis CineTis bazars, axlad gaxsnil SesaZleblobaTa gamoyenebis mxriv. am daskvnis safuZvelze Boeing-is xelmZRvanelobam miiRo dadebiTi gadawyvetileba komerciuli warmomadgenlobis pekinSi gaxsnis Taobaze. am nabijma
mTlianad gaamarTla, radgan CineTi gaxda am kompaniis
TviTmfrinavebis gasaRebis erT-erTi umniSvnelovanesi
bazari.
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unda Sesruldes moqmedebaTa konkretuli gegmis Tanaxmad. strategiuli gegmebi unda iyos gazomvadi, miRwevadi da droSi SezRuduli, anu aucilebelia pasuxi gaeces
kiTxvebs imaze, Tu rogori danaxarjebiT, rogor da ra
droSi iqneba isini miRweuli.
taqtika. strategiuli miznebis gansazRvris Semdgom etaps warmoadgens konkretuli taqtikuri miznebis
gansazRvra da taqtikuri gegmebis SemuSaveba, anu kompaniis taqtikis formireba. rogorc wesi, kompaniis taqtikis formirebis pasuxismgebloba ekisreba saSualo rgolis menejerebs, romlebic ZiriTad yuradRebas uTmoben
kompaniis strategiuli miznebis SesrulebisaTvis saWiro konkretuli wesebis (xerxebis) SemuSavebas. faqtobrivad, masze dayrdnobiT xorcieldeba kompaniis yoveldRiuri saqmianobis marTva.
kompaniis saqmianobis marTvis saerTo sqema. kompaniis strategiis formirebis bolo etapia kompaniis
saqmianobis marTvis saerTo sqemis SemuSaveba, anu marTvelobiTi da organizaciuli procedurebis erTobliobis gansazRvra, romlebmac unda uzrunvelyon kompaniis
winsvla misi strategiuli miznebis miRwevis gzaze.
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korporaciuli strategia.
korporaciuli strategia, romelsac zogjer portfelur strategiasac uwodeben, gansazRvravs saerTaSoriso kompaniis saqmianobis yvela mimarTulebis diapazons. arsebobs korporaciuli strategiis sami tipi, romelTagan romelime tips kompaniam SeiZleba mianiWos upiratesoba gamosayeneblad. esenia: saqmianobis erT saxeze
(mimarTulebaze) orientirebuli strategia, dakavSirebuli diversifikaciis strategia da daukavSirebeli diversifikaciis strategia.
saqmianobis erT saxeze (mimarTulebaze) orientirebuli strategia mogebis miRebas varaudobs erTi mimarTulebidan (saxidan), anu erTi saxis produqtis an erTi momsaxurebis warmoebidan. am strategiis yvelaze mniSvnelovan upiratesobas warmoadgens is, rom kompanias SeuZlia mTeli Tavisi resursebisa da praqtikuli gamocdilebis koncentrireba moaxdinos erTaderTi produqciis
warmoebaze, an erTaderTi momsaxurebis gawevaze (wardgenaze). meore mxriv, es strategia adidebs kompaniis konkurentebis moqmedebebze damokidebulebas. magaliTad, konkurentis mier gamoSvebulma axlma produqtma SeiZleba
misi erTaderTi produqti moZvelebuli gaxados. miuxedavad amisa, bevri kompania iyenebs am strategias.
dakavSirebuli diversifikaciis strategia korporaciuli strategiis ufro gavrcelebuli tipia, romelic gvTavazobs kompaniis erTdroul saqmianobas ramdenime sxvadasxva monaTesave dargsa an monaTesave bazarze. es strategia kompanias SesaZleblobas aZlevs gamoiyenos Tavisi gansakuTrebuli kompetenciebi saqmianobis
erTi mimarTulebiT, an erT bazarze konkurentunarianobis asamaRleblad. dakavSirebuli diversifikaciis mizani, agreTve sabazo kavSirebi saqmianobis sxvadasxva mimarTulebebs Soris, umetes SemTxvevaSi ganisazRvreba
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kompaniis misiiT. magaliTad, sastumroebis biznesis operatori kompania Acxor SA, romelic Tavisi sididiT meorea msoflioSi, Tavis saqmianobaSi iyenebs dakavSirebuli diversifikaciis strategias. sasicocxlo ciklis sawyis etapze es kompania, romlis saTavo ofisi parizSia,
warmodgenili iyo restornebis qseliT. SemdgomSi daiwyo umaRlesi kategoriis qselis, agreTve saxalxo sastumroebis SeZena. imisaTvis, rom SeenarCunebina restornebisa da sastumroebis nomrebis maRali doniT datvirTva kompaniam gadawyvita dasaqmebuliyo agreTve organizebuli turizmiT da avtomobilebis gaqiravebiT. turizmis ganviTarebis mizniT kompaniam parizis CrdiloeTiT sakuTari Tematuri parkic ki gaxsna.
dakavSirebuli diversifikaciis strategia kompanias aZlevs mTel rig upiratesebebs:
1. aseTi strategia saSualebas iZleva Semcirdes
erT produqtsa an momsaxurebaze kompaniis damokidebulebis done, rac amcirebs mis (kompaniis) SeboWilobas
konkurentebis moqmedebebis an ekonomikuri riskebis mimarT. magaliTad, Tu kompania Disney waawydeba konkurenciis gamwvavebas Tematuri parkebis bazarze, maSin mis
sxva ganyofilebebs, romlebic dakavebulni arian filmebis gamoSvebiT, telemauwyeblobiT da salicenzio saqmianobiT, SeuZliaT kompensacia gaukeTon Tematuri parkebidan Semosavlebis SesaZlo Semcirebas. ufro metic,
biznesis am naTesaur mimarTulebebs SeuZlia arsebiTad
gaurTulos konkurentuli brZolis procesi analogiuri profilis sxva kompaniebs kompania Disney-Tan.
2. dakavSirebuli diversifikacia kompanias saSualebas aZlevs miiRos masStabis ekonomia.
3. dakavSirebuli diversifikaciis mesame upiratesoba mdgomareobs imaSi, rom igi SesaZleblobas iZleva
gamoyenebul iqnes erT bazarze miRebuli teqnologiebi
an praqtikuli gamocdileba, sxva bazarze gasasvlelad.
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dakavSirebuli diversifikaciis erT-erTi naklovaneba SeiZleba gaxdes danaxarjebi, romlebic gaiweva kompaniis sxvadasxva ganyofilebebis saqmianobis koordinaciaze. kidev erTi naklovanebaa, rom biznesis gaZRolis
ekonomikuri pirobebis cvlilebam SeiZleba uaryofiTi
gavlena moaxdinos erTdroulad kompaniis yvela ganyofilebaze. magaliTad, sastumroebisa da turistuli biznesis kompaniam SeiZleba ganicados Semosavlebis Semcireba orive ganyofilebis mixedviT, Tu turistebis aqtiuroba Semcirdeba raime mizeziT.
daukavSirebuli diversifikaciis strategia gulisxmobs kompaniis saqmianobis ganxorcielebas ramdenime erTmaneTisgan daukavSirebel (gansxvavebul) dargebSi
an ramdenime bazarze. magaliTad, kompania General Electric
(GE) flobs iseT sxvadasxva tipis ganyofilebebs, rogoricaa satelevizio qseli, maSuqi xelsawyoebis mwarmoebeli kompania, samedicino teqnikis mwarmoebeli kompania,
saaviacio Zravebis gamomSvebi kompania, naxevargamtarebis mwarmoebeli kompania, sainvesticio banki. yvela es
ganyofileba moqmedebs gancalkevebulad, amitom saeWvoa, rom maTi erToblivi saqmianobidan miRebuli iqnes
sinergetikuli upiratesoba.
aRsaniSnavia, rom me-20 saukunis 60-ian wlebSi daukavSirebeli diversifikacia iyo yvelaze popularuli
sainvesticio strategia. mravali msxvili kompania gaxda
konglomerati. konglomerati ewodeba iseT kompanias,
romelic aerTianebs mTel rig erTmaneTTan daukavSirebel saqmianobis mimarTulbebs. daukavSirebeli diversifikaciis strategias gaaCnia rigi upiratesobebi. jer erTi, dedobil kompanias aqvs didi SesaZleblobebi kapitalis mobilizaciis sferoSi, vidre mis ganyofilebebs
cal-calke. amasTan, dedobil kompanias SeuZlia es kapitali misces im ganyofilebebs, romlebsac gaaCniaT maqsimaluri mogebis miRebis SesaZlebloba. meore, am strategiis gamoyeneba SesaZlebloobas iZleva Semcirdes riskis
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saerTo done, radgan aseT SemTxvevaSi igi naklebadaa damokidebuli saqmiani aqtiurobis ryevebis doneze. mesame,
kompania mciredaa damokidebuli sxva kompaniebis konkurenciiT gamowveul saSiSroebebze, radgan calkeulma
konkurenciulma saSiSroebam SeiZleba uaryofiTi gavlena mxolod erT rgolze moaxdinos. meoTxe, am strategiis
bazaze moqmed kompanias advilad SeuZlia Tavidan moiSoros aramomgebiani ganyofilebebi (sawarmoebi), radgan
isini muSaoben avtonomiuri reJimiT.
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biznes strategia.
biznes strategias zogjer konkurentul strategiasac uwodeben. igi moicavs kompaniis SemadgenlobaSi
myof biznesis calkeuli mimarTulebebis, Svilobili
kompaniebisa da ganyofilebebis saqmianobas. biznesis gaZRolis strategia gansazRvravs konkurentuli brZolis
xerxebs (wesebs, saSualebebs) TiToeul im bazarze, romelzedac SeaRwevs kompania.
im kompaniebSi, romlebic misdeven (iyeneben) dakavSirebuli an daukavSirebel korporaciul strategias,
arsebobs saqmianobis gansazRvrul mimarTulebaSi gaerTianebis tendencia, romelsac ,,strategiul biznes erTeulebs~ anu ,,strategiul sameurneo erTeulebs~ uwodeben. amasTan, unda aRiniSnos, rom strategiuli menejmentisadmi miZRvnil pirvel naSromebSi (i. ansofi da sxv.)
strategiuli segmentaciis sakiTxis ganxilvisas aseT
bizneserTeulebs ewodebaT ,,meurneobriobis strategiuli zonebi~, xolo kompaniis im sameurneo erTeuls, romelic pasuxs agebs kompaniis strategiul poziciaze erT
an ramdenime meuneobriv strategiul zonaSi ,,jeneral
eleqtrikis~ winadadebiT uwodes ,,strategiuli meurneobrivi centri~. kompaniaSi, romelic iyenebes dakavSirebuli diversifikaciis strategias, strategiuli sameurneo erTeulebi formulirebulia saqonlisa da momsaxurebis msgavsebis principis mixedviT. magaliTad, kompania
DisneySi gamoyofilia Semdegi strategiuli sameurneo
erTeulebi: Tematuri parkebi da kurortebi, Semoqmede230
aT produqciasa Tu momsaxurebaze daaweson ufro maRali fasebi. magaliTad, kompania Rolex saaTebs yidis mTel
msoflioSi yvelaze maRal fasebSi. reklamaSi yuradReba
maxvildeba Rolex-is saaTebis xarisxze da statusze. diferenciaciis strategias aseve efeqturad iyeneben iseTi
saerTaSoriso kompaniebi, rogoricaa CoCa-Cola (ualkoholo sasmelebi), Nikon (fotoaparatebi), Calvin Klein (moduri tansacmeli) da sxv. sxva kompaniebi sadiferencio
faqtorad iyeneben Tavisi momsaxurebisa Tu produqciis
im faseulobebs, romelsac aRiqvams momxmarebeli. isini
sxva kompaniebs konkurencias uweven produqciasa da momsaxurebaze zomieri fasebis dawesebiT.
saerTo liderobis strategia danaxarjebis mixedviT. es strategia iTvaliswinebs kompaniaSi mimdinare
yvela operaciuli procesebis efeqtianobis maRali donis miRwevas, romlebsac SeuZliaT uzrunvelyon danaxarjebis dabali done. es SesaZleblobas aZlevs kompanias Tavisi produqcia da momsaxureba gayidos ufro dabal
fasSi. am strategiis warmatebiT gamoyenebam SeiZleba gamoiwvios kompaniis zogierTi ganyofilebis momgebianobis donis Semcireba (rac ganpirobebulia produqciisa
da momsaxurebis ufro dabal fasebSi gayidviT), magram
imave dros gaizardos kompaniis erToblivi momgebianobis done, rac miiRweva gayidvebis saerTo mcdelobis gadidebiT.
fokusirebis strategia sTavazobs kompanias orientacia moaxdinos viwro asortimentis saqonlis warmoebaze, romelic daniSnuli iqneba momxmarebelTa calkeuli jgufebis an calkeuli regionebisaTvis. aseTi strategia saSualebas aZlevs kompanias konkretuli produqtis samomxmareblo Tvisebebi SesabamisobaSi moiyvanos
momxmarebelTa konkretuli segmentis saWiroebebTan. es
segmentebi SeiZleba gamoiyos iseTi niSnebis mixedviT,
rogoricaa geografiuli raioni, eTnikuri gadawyvetileba, msyidvelobiTiunarianoba, gemovneba da sxva faq232
torebi, romlebmac SeiZleba gavlena moaxdinos momxmareblis mier yidvis gadawyvetilebis miRebaze.
funqciuri strategiebi.
funqciuri strategiebi gansazRvraven kompaniis
sxvadsxva funqciebis marTvis wesebs, rogoricaa marketingi, sawarmoo operaciebi, adamianuri resursebi, samecniero kvleviTi da sacdel-sakonstruqtoro samuSaoebi da sxva. gaiTvaliswineba, rom kompaniis funqciuri
strategiebi SeTanxmebuli unda iyos saerTaSoriso korporaciul strategiebTan da biznes strategiebTan. funqciur strategiebs miekuTvneba saerTaSoriso finansuri
strategia, saerTaSoriso sawarmoo strategia da sxva,
romlebic calke iqneba ganxiluli. aq SevCerdebiT mxolod or maTganze. esenia:
saerTaSoriso finansuri strategia, romelic moicavs iseT sakiTxebs, rogoricaa kapitalis miznobrivi
struqtura, sainvesticio politika, sazRvargareTuli
valutis maragebi, riskebis Semcirebis meTodebi, davalianebaTa marTvis politika da sabrunavi kapitalis marTva. rogorc wesi, saerTaSoriso kompaniaSi finansuri
strategia muSavdeba rogorc mTliand kompaniisTvis, ise
misi calkeuli strategiuli sameurneo erTeulisaTvis.
ufro vrclad finansuri strategia ganixileba saerTaSoriso marketingis strategiaSi.
saerTaSoriso sawarmoo strategia gansaszRvravs
kompaniis produqciisa da momsaxurebis Seqmnis (warmoebis) process. igi qmnis gadawyvetilebis miRebis safuZvels momaragebis, sawarmoTa simZlavreTa ganlagebis, sawarmoTa dagegmarebis da dizainis, teqnologiis da materialuri maragebis marTvis Sesaxeb. saerTaSoriso strategiis formirebis Semdeg etapze aucilebelia ganisazRvros, Tu kompaniam romel bazrebze unda SeaRwios da
romel bazrebs unda aaridos Tavi. amis Semdeg aucilebelia ganisazRvros kompaniis miznobriv bazrebze SeRwevis
saSualebebi.
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paniam gaafarTovos produqciisa da momsaxurebis warmoebis moculoba im donemde, rom SesamCnevi iyos warmoebis
masStabidan miRebuli ekonomia danaxarjebs Semcirebis
safuZvelze. es imavdroulad iwvevs kompaniis konkurentunarianobis mniSvnelovan amaRlebas.
kompaniis ZiriTadi kompetenciebis realizaciisa
da konkurentebze upiratesobis miznis miRwevaSi gansakuTrebul rols TamaSobs sagareo bazrebze SeRwevis
praqtikuli ganxorcieleba. am SemTxvevaSi kompaniam SeiZleba realizeba gaukeTos mis iseT ZiriTad kompetenciebs, rogoricaa imiji, produqciisa da momsaxurebis
maRali xarisxi, nou-hau da sxv.
ekonomikuri riskebis donis Semcirebis miznis misaRwevad kompaniam SeiZleba gamoiyenos ucxour bazarze
gasvlis strategia. rac ufro met ucxour bazarze damkvidrdeba kompania, miT ufro naklebad iqneba damokidebuli Siga sabazro operaciebze (koniunqturaze) anu Semcirdeba riskis done. garda amisa, mraval ucxour bazarze gasvliT kompania aseve amcirebs riskis dones, radgan
erT qveyanaSi miRebuli SesaZlo danakargebi SeiZleba
kompensirebul iqnes sxva qveynebSi aqtiurobis gazrdis
xarjze.
sagareo barebze SeRwevisa da damkvidrebisaTvis
kompaniebis mier gamoiyeneba saerTaSoriso strategiebi.
saerTaSoriso strategia gamoricxavs im moqmedebebs,
romlebic unda ganaxorcielos kompaniam sazRvargareTis bazarze gasvlis SemTxvevaSi Tavisi konkurentebis
qmedebebis mimarT. saerTaSoriso strategiebis SemuSavebisas kompaniebma winaswar Tanmimdevrulad unda gansazRvron strategiis SemuSavebis elementebi. saxeldobr:
1. Sesasvleli bazris geografiuli mdgomareba;
2. axal bazarze Sesasvleli strategia: axali Svilobili kompaniis Seqmna, kompaniis yidva, aliansSi Sesvla;
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kompania, romelic licenzias gascems ucxour kompaniaze, ar gaiRebs raime mniSvnelovan danaxrjebs da ar
midis riskze, rac axasiaTebs sxva raime meTodiT kompaniis saerTaSoriso bazarze gasvlasa da damkvidrebas, Tumca iRebs Semosavals (roialts). licenzirebis strategias gaaCnia garkveuli naklovanebebic. kerZod, nou-haus
licenzireba dakavSirebulia riskTan, radgan nebarTvis
gacemis Semdeg kompanias uZneldeba kontroli salicenzio xelSekrulebiT gaTvaliswinebuli pirobebis dacvaze. garda amisa, licenzirebis Semdeg SesaZlebelia konkurenti kompaniebis konkurentunarianobis amaRlebis
gamo gaZneldes konkurentul brZolaSi gamarjveba.
3. frenSaizingi. es strategia licenzirebis strategiis erTgvar saxesxvaobas warmoadgens. igi yvelaze metad gamoiyeneba momsaxurebis sferoSi, gansakuTrebiT
vaWrobis dargSi. sakuTari biznesis dawyebis, gafarToebisa da swrafi zrdisaTvis zogierTi kompania iyenebs
frenSaizings. igi gulisxmobs erovnuli kompaniis mier
sazRvargareTis kompaniaze frenSaizis anu uflebis gadacemas _ gamoiyenos misi teqnologia, nou-hau, licenzia, savaWro marka, konsultaciebi da sxva, garkveuli gadasaxdelebis sanacvlod. amis safuZvelze frenSaizis
gamcemi kompania iRebs mniSvnelovan damatebiT Semosavlebs. am strategiis gansaxorcieleblad ideba xelSekruleba frenSaizersa da frenSaizis mimRebs Soris.
frenSaizis mimRebi Tavis Tavze iRebs pasuxismgeblobas
misi sazRvargareT ganTavsebisa da riskis danaxarjebis
Sesaxeb. frenSaizeris mTavar problemas warmoadgens xarisxis kontrolis ganxorcieleba. frenSaizis mimRebi
sazRvargareTuli kompaniebi arc ise mkacrad icaven erTian standartebs. zogjer amis mizezia is, rom sxvadasxva qveynis tradiciebi da kultura erTnairad ar ganixilavs xarisxTan dakavSirebul sakiTxebs.
zogadad arsebobs frenSaizingis oTxi ZiriTadi
forma: sasaqonlo niSnis gamoyenebis frenSaizingi, mza
239
sakontrolo kiTxvebi:
1. ra aris saerTaSoriso strategiuli menejmenti?
2. daasaxeleT saerTaSoriso kompaniis mier konkurentuli upiratesobis miRebis is sami wyaro, romelic
miuwvdomelia adgilobriv bazarze momuSave kompaniisaTvis.
3. ratom aRmocendeba siZneleebi kompaniis mier am sami
konkurentuli upiratesobis paralelurad gamoyenebis SemTxvevaSi?
4. CamoTvaleT oTxi ZiriTadi koncefcia, romelTa safuZvelze xorcieldeba strategiuli marTva (menejmenti) umetes mravalerovnul koeporaciebSi?
5. daasaxeleT gasxvavebebi saerTaSoriso strategiis
formirebasa da realizacias Soris.
6. CamoTvaleT saerTaSoriso strategiis formirebis
etapebi.
7. daasaxeleT saerTaSoriso strategiis oTxi elementi.
8. aRwereT kompaniis gansakuTrebuli kompetenciis roli da mniSvneloba ama Tu im sferoSi saerTaSoriso
strategiis formirebis procesSi.
9. CamoTvaleT saerTaSoriso strategiis sami done.
10. aRwereT da daaxasiaTeT korporaciuli strategiisadmi sami ZiriTadi midgomis Taviseburebani.
241
literatura:
Sengelia T., biznesis administrirebis safuZvlebi,
Tb., 2008;
2. gigiaSvili o., strategiuli menejmenti, Tb., 1998
3. ., ., , 4- ., .
., . .. , .: , 2006.
1.
242
Tavi VIII
saerTaSoriso strategiuli aliansebi
Sesaswavli sakiTxebi:
1.
2.
3.
4.
5.
244
aliansis mizans SeiZleba, aseve, warmoadgendes swavlisaTvis SesaZleblobebis Seqmna. magaliTad, swavla SeiZleba iTvaliswinebdes inovaciuri teqnologiebis xelmisawvdomobas, an finansebis, marketingis da warmoebis
sferoSi gamocdilebis gaziarebas. aseTi midgomis erTerTi Sedegia produqciis warmoebaze an axali teqnologiebis aTvisebaze daxarjuli drois Semcireba. magram,
aseT swavlas uaryofiTi mxarec gaaCnia, zogjer kompaniebi aliansis SigniT arsebul kavSirebs arakeTilsindisierad iyeneben da iTviseben gulubryvilo partnioris
teqnologiur siaxleebs. amasTan, aliansis formirebam
SeiZleba Serwymis an STanTqmis wina periodis rolic Seasrulos. erTi mxriv, aliansis Seqmna partniorebs saSualebas aZlevs gaamyaron kavSirebi da gaamartivon Serwymis rTuli procesi. meore mxriv, aliansis formireba
saSualebas iZleva Tavi avaridoT naCqarevi gadawyvetilebebis miRebiT gamowveul Secdomebs.
strategiul aliansSi Semaval partniorebs SeuZliaT sakuTari saqmianobis koordinacia axali produqtis
SemuSavebis, marketingis da marTvis sferoSi gamocdilebis gaziarebiT. magaliTad, Kodak da Fuji aris ori Seurigebeli konkurenti fotofirebis bazarze, maT Seqmnes
strategiuli aliansi fotoaparatebis iseT mwarmoeblebTan, rogoricaa Canon, Minolta da Nikon. am aliansis
amocana iyo foto aparatebis da fotofirebis axali
standartis Seqmna, romelmac `Advanced Photo System~ (mowinave fotosistema) saxelwodeba miiRo. axali standarti gamiznulia suraTis gadaRebis procesis gamartivebasa da xarisxis amaRlebaze.
XXI saukunis dasawyisSi gaaqtiurda kompaniebs Soris strategiuli aliansebis gaformebis procesi. magram
statistika am mimarTulebiT arc Tu ise saxarbieloa: warumatebeli strategiuli aliansebis wili zogierT dargSi 60 procents aWarbebs. Tu am maCvenebels kompaniebis
mier bazarze axali saqonlis danergvis warumeteblobis
245
ricxvs SevadarebT, maSin warmatebuli strategiuli aliansebis wili arc ise mcired mogveCveneba. sawarmoebi
strategiul aliansSi Sedian ganusazRvrelobis an bazris konkurenciuli Zalebis zewolis gamo. amitom, TviT
aliansis Camoyalibebis procesSi arc Tu ise mcire riski
imaleba, riTac SeiZleba warumateblobis sakmaod maRali
procentic aixsnas. amasTan, mokavSireTa operaciebis
zrda ar amcirebs warumatebeli SemTxvevebis wils, rac
imaze migvaniSnebs, rom aucilebelia saerTaSoriso biznesis am formis ufro Rrmad Seswavla da misi funqcionirebis TaviseburebebSi garkveva.
9 erTobliv sawarmoSi partniorTa wili. erToblivi sawarmoebi iqmneba ori an meti partnioris monawileobiT paritetul safuZvelze an partniorTa
wili sawarmos kapitalSi SeTanxmebiT ganisazRvreba.
9 saqmianobis sfero. erToblivi sawarmo SeiZleba
Seiqmnas saqmianobis nebismier sferoSi, Tu masze raime SezRudva ar arsebobs.
9 monawileTa erToblivi marTviT moqmedeba. erToblivi sawarmoebis marTvaSi partniorebi iReben
aqtiur an pasiur monawileobas. pirvel SemTxvevaSi
isini uSualod axorcieleben sawarmos marTvas, meore SemTxvevaSi ki marTva daqiravebul menejerebs
uwevT.
erToblivi sawarmos Seqmnas mravali upiratesoba
gaaCnia. maT Soris ZiriTadia:
partniorTa Zalisxmevis gaerTianebisa da resursebis erToblivi gamoyenebis Sedegad sinergiuli efeqtis gaZliereba;
Zlier partniorTan TanamSromlobiT mowinave
teqnologiebis miReba;
axal bazarze gasvla. erToblivi sawarmoebi firmebs SesaZleblobas aZlevs gaafarTovon saqmianoba axal bazarze. amasTan, riski mniSvnelovnad
dabalia, vidre axali firmis SeZenisas an filialis gaxsnisas. erToblivi sawarmoebis gamoyenebiT firmebi iReben pirvelad informacias da
iZenen axal bazrebze saqmianobis gamocdilebas;
transfertuli fasebis gamoyenebiT xarjebis da
gadasaxadebis Semcireba.
erToblivi sawarmo sagareo bazarze SeRwevis mxolod erT-erTi formaa, arsebobs sxva alternatiuli variantebic: saeqsporto saqmianoba, licenzireba, frenSaizingi da pirdapiri ucxouri investiciebi. Tumca TiToeuli es forma gulisxmobs, rom kompania moqmedebs damoukideblad an qiraobs sxva firmas, romelic misi saxeliT
247
SeuTanxmda, rom 777 modelis korpusis 20% Seqmnaze iaponelebi izrunebdnen. Seqmnili aliansis lideri kompania Boeing aseve varaudobda, rom aliansis wevrebi xels
Seuwyobdnen axali modelis gayidvas iseT iaponur kompaniebze, rogoricaa Japan Airlines da Nippon Airways. riskebis ganawileba warmoadgens erT-erT umniSvnelovanes
faqtors, rodesac kompania cdilobs axal an riskisa da
gaurkvevlobis maRali xarisxis mqone bazarze SeRwevas.
strategiuli aliansis formirebis kidev erTi farTod gavrcelebuli mizezia is, rom kompaniebi am dros
ivseben codnisa da gamocdilebis deficits. sawarmoSi
SeiZleba Seiqmnas imis saWiroeba, rom meti Seityon ama Tu
im produqtis warmoebis specifikis Sesaxeb; an imasTan
dakavSirebiT, Tu rogor moizidon aucilebeli resursebi, rogor daZlion adgilobrivi xelisuflebis gadawyvetilebebTan dakavSirebuli sirTuleebi; an rogor marTon kompania ucxo garemoSi. am da sxva problemebze dawvrilebiTi da saimedo informaciis miwodeba SeuZlia
strategiuli aliansis partniors. Sedegad, am gziT mopovebuli gamocdileba kompaniam SeiZleba sxva miznebis
misaRwevad gamoiyenos.
aSS-Si erT-erTi yvelazde warmatebuli erToblivi
sawarmo iyo kompaniebis Toyota da General Motors-is mier
Seqmnili firma. qalaq floridaSi (kaliforniis Stati)
kompania GM-ma daxura erT-erTi Zveli manqanebis amwyobi sawarmo, radgan misi Senaxva did xarjebs ukavSirdeboda da ar uzrunvelyofda saTanado efeqtianobas. ramdenime xanis Semdeg Toyota-m gamoTqva survili Tavidan aemoqmedebina es qarxana da emarTa is erToblivi sawamos
NUMMI (New United Motor Manufacturing, Inc) CarCoebSi.
imis miuxedavad, rom orive partniori flobs Tanabar
wils erTobliv sawarmoSi, mis saqmianobas Toyota warmarTavs. TiToeuli kompania aliansSi gaerTianda pirvel
rigSi imisaTvis, rom mieRo saWiro codna. Toyota-s ainteresebda, Tu rogor moqceoda muSebs da detalebis mimwo251
leva miRweul iqnes didi sinergiuli efeqti saerTo biznesis masStabebis gafarToebis xarjze. magaliTad, kompania General Mills jer isev rTuli brZola eqneboda evropul bazarze, Tu Nestle-sTan Seqmnili erToblivi sawarmo
mxolod marketingul funqciebs Saesrulebda. Tumca TiToeuli kompaniis fardobiTi upiratesobis gaerTianebis xarjze Seiqmna axali erToblivi sawarmo, romelic
kompania Kellogg-is ZiriTad konkurentad mogvevlina.
strategiuli aliansebis saqmianobis sfero SeiZleba iyos gacilebiT viwro da moicavdes TanamSromlobis
mxolod erT mimarTulebas. aseT SemTxvevaSi monawile
kompaniebis interesebis integracia naklebad rTulia.
Sedegad msgavsi tipis strategiuli aliansebi umetes
SemTxvevaSi erToblivi sawarmoebis saxiT ar saqmianoben.
am tipis strategiul aliansebs funqciurs uwodeben, maT
miekuTvneba sawarmoo, marketinguli, finansuri da samecniero-teqnikuri aliansebi.
sawarmoo aliansis farglebSi ori an meti kompania
erToblivad awarmoebs produqcias an eweva momsaxurebas.
sawamoo aliansebma SeiZleba gamoiyenon firma, romelic
erT-erTi monawilis sakuTrebas warmoadgens. magaliTad,
rogorc zemoT aRvniSneT, Toyota-s da General Motors-is mier Seqmnili erToblivi sawarmo NUMMI, moqmedebs GM-is
yofil saamwyobo qarxanaSi. alternatiuli variantia,
rodesac partniorebi axali qarxnis aSenebas gadawyveten,
rogorc es Chrysler da BMW SemTxvevaSi iyo. maT samxreT
amerikaSi aaSenes 1,4 litri moculobis 4 - cilindriani
Zravebis mwarmoebeli qarxana. orive kompaniis xelmZRvanelobam icoda, rom konkurentunarianobis maRali donis
SesanarCuneblad samxreT amerikasa da sxva ganviTarebad
bazrebze aucilebeli iyo ekonomiuri Zravebis damzadeba. aRniSnuli kompaniebis specialistebi erTmaneTisagan
damoukideblad mividnen daskvnamde, rom Zravebis axal
qarxanaSi masStabis ekonomiis miReba SesaZlebeli iqneboda im SemTxvevaSi, Tu iwarmoeboda 400000 erTeuli we254
CarCoebSi partniorebi Tanxmdebian axali produqtis Sesaqmnelad saWiro kvlevebis erTobliv ganxorcielebaze.
magaliTis saxiT SeiZleba moviyvanoT kompaniebis Intel,
Micron Technology, Samsung, Hyundai, NEC da Siemens-is aliansi, romlis mizans warmoadgenda axali Taobis dinamikuri operatiuli mexsierebis sistemebis Seqmna. am tipis
aliansebs, rogorc wesi, erToblivi sawarmos statusi ar
gaaCnia, radgan partniorebi erTmaneTs gadascemen codnas samecniero konferenciebis dros. maT aseve SeuZliaT
gacvalon samecniero naSromebi da estumron erTmaneTs
laboratoriaSi. amas garda, damoukidebeli organizaciuli erTeulis Seqmna da misi saWiro personaliT dakompleqteba did xarjebTan iqneboda dakavSirebuli. maSin,
rodesac, partniorebs SeuZliaT SeTanxmdnen maT laboratoriebSi Seqmnil siaxleebze licenziebis gacvlaze.
aseT SemTxvevaSi aliansis farglebSi miRweuli teqnologiuri progresis Sedegebis xelmisawvdomobis TvalsazrisiT yvela partniori Tanabar pirobebSi iqneba.
256
stadiis maxasiaTeblebi
winaTgrZnoba
strategiuli
interesebis
Tanxvedra
sawarmoo
perspeqtivebi,
Sromis
ganawileba, paraleluri saqmianoba
stabiarCelizacia vani
rTuli
gadawyvetilebebi,
valdebulebebis
aReba, resursebis
gadanawileba, saqmianobis
gafarToeba
gazrdi- axla
li ur- saiT?
TierTdamokidebuleba, miRweulis
SenarCuneba Cadebuli
investiciebisa
da miRebuli mogebis Sefaseba
Ziripartnio- partnio- Sefaseba koordi- gafarTo- Segueba gadaTadi
ris Zebna ris
ga- molapa- nacia
eba
fasesaqmiamovlena rakebebi integra- zrda
ba
noba
cia
urTi- `dakvir- xedvis
kontaq- molapa- valdebu- zusti
gadaervebuli~ formitis daw- rakebebi lebebis
Tanxved- faseTqmereba
yeba
miReba
ra
ba didebis
aloetapi
gi
alian- meocnebe strate- advokati Suamava- wamqezemenejeri momsis megiuli
li
beli
rigenejemfarvebeli
ris
li
roli
cxrili gviCvenebs strategiuli aliansebis sasicocxlo ciklis stadiebs. TiToeuli maTgani ganisazRvreba im
cvlilebiT, romelic Tan axlavs Canafiqris realobad gadaqcevas. yvelaze adreuli stadiaa winaTgrZnoba, am
etapze Cndeba strategiuli aliansis formirebasTan dakavSirebuli ocnebebi da ideebi. kompaniaSi iwyeba strategiuli alternativebis formulireba da ganisazRvreba
potenciuri partniorebis SerCevis kriteriumebi. am stadiaze sruldeba winaswari samuSaoebi imis dasabuTebisaTvis, rom swored strategiuli aliansis formirebaa kompaniis Semdgomi ganviTarebis saukeTeso gza.
257
aliansis komerciuli evolucia, xolo piradi urTierTobebis kvleva warmodgenas gviqmnis partniori organizaciebis da maTi personalis urTierTqmedebaze. saqmiani
aqtivoba warmoudgenelia pirovnebaTaSorisi urTierTobebis gareSe. Sesabamisad, Tu ar dauTmobT saTanado
yuradRebas biznessa da adamianebs, ver moxerxdeba aliansis potenciuri SesaZleblobebis realizacia.
biznesis sasicocxlo ciklis koncefcia gvixsnis
strategiuli aliansis ekonomikur miznebs da bevrad
hgavs saqonlis sasicocxlo ciklis tradiciul koncefcias. TiToeuli stadia xasiaTdeba sakiTxebisa da saqmianobebis nakrebiT, romelic mimarTulia aliansis iseTi
amocanebis gadawyvetaze, rogoricaa: procesebi da procedurebi, gare garemos cvlilebebi, konkurentebis potenciuri da realuri reaqcia, finansuri prognozebi,
bazris misawvdomoba, momxmareblis kmayofileba, riskebisa da SesaZleblobebis ganawilebis meqanizmi.
pirovnebaTaSorisi sasicocxlo ciklis koncefciiT SeiZleba aRvweroT strategiuli aliansis partniorebs Soris urTierTobis dinamika. TiToeuli faza moicavs gadasaWrel amocanaTa nakrebs pirovnebaTaSorisi
urTierTobis sferoSi, rogoricaa: partnioris gacnoba,
valdebulebebisa da ndobis ganviTareba, konfliqtebis
gadaWra da imis gaazreba, Tu rogor unda ganxorcieldes
marTva mravalganzomilebian struqturaSi.
saqmiani da adamianuri urTierTobebi ganuyofelia,
amitom kompanias ar SeuZlia koncentrireba moaxdinos
mxolod aliansis komerciul logikaze. pirovnebaTaSorisi urTierTobebi warmoadgens saqmiani kontaqtebis gasaRebs da misi roli kidev ufro izrdeba, rodesac adamianebi ierarqiuli struqturis sxvadasxva safexurze imyofebian. pirovnebebs Soris gaCenili ndoba amartivebs
urTierTobebs aliansis SigniT, rac gansakuTrebiT mniSvnelovania rTul periodSi. es aris erTgvari maSveli
rgoli, romelic icavs alianss daSlisagan, maSin, rode259
rebis mqone menejerebs. martivad rom vTqvaT, strategiuli aliansis warmateba damokidebulia mis xelmZRvanelze.
strategiuli aliansis ganviTarebis adreul stadiaze menejeris roli ganWvretasa da mfarvelobaSi gamoixateba. upirvelesi amocanaa, aliansis Seqmnis ideis sworad formulireba, xolo Semdeg misi popularizacia kompaniaSi. mas Semdeg, rac axali struqtura garkveul konturebs SeiZens, menejeri Sedis advokatis rolSi aucilebelia dainteresebuli mxareebis Tanxmobis miReba
kompaniaSi da mis gareT. aliansis saqmianobis stabilizaciis etapze menejeris saqmianobaSi mTavari xdeba xelmZRvaneloba da zedamxedveloba ganxorcielebul operaciebze, aseve, momrigeblis rolis Sesruleba wevrebs Soris konfliqtis warmoqmnis SemTxvevaSi. aq arsebiTi is
aris, rom menejeris mTavari sazrunavi icvleba droSi
strategiuli aliansis ganviTarebasTan erTad.
sakontrolo kiTxvebi:
1. ra aris strategiuli aliansi?
2. ra movlenebma SeiZleba ubiZgos kompanias strategiul aliansSi gerTianeba?
3. ra miznebs emsaxureba strategiuli aliansi?
4. rogoria erToblivi sawarmos ZiriTadi niSnebi?
5. erToblivi sawarmos marTvis ra tipebi iciT?
6. CamoTvaleT da daaxasiaTeT strategiuli aliansis
ZiriTadi upiratesobebi.
7. daaxasiaTeT strategiuli aliansis sasicocxlo ciklis stadiebi.
261
literatura:
1. yorRanaSvili l., saerTaSoriso biznesis organizaciul-samarTlebrivi safuZvlebi, Tb., 2006;
2. yorRanaSvili l., saerTaSoriso biznesi, Tb., 1998;
3. SaburiSvili S., TavarTqilaZe m., saerTaSoriso strategiuli aliansebis sasicocxlo cikli, samecniero
Sromebis krebuli, ekonomikisa da biznesis ganviTarebis tendenciebi saqarTveloSi, Tb., 2010;
4. ., ., , . 2006.
262
Tavi IX
saerTaSoriso organizaciuli
struqturebi da kontroli
Sesaswavli sakiTxebi:
1. organizaciuli struqturebis arsi;
2. globaluri organizaciuli struqturebi;
3. centralizacia da decentralizacia;
4. kontrolis funqcia saerTaSoriso biznesSi.
268
273
ri menejerebisa da regionuli da sasaqonlo specialistebis codnasa da gamocdilebas. aseTi muSa jgufebi saWiroa ZiriTadad axali saqonlis Sesaqmnelad, anda bazarze warmoqmnili problemebis gadasawyvetad. magaliTad, kompania ,,Texas Instruments axali saqonlis Sesaqmnelad xSirad iyenebs matricul struqturas, Tumca, sabazo struqtura aris funqciuri struqtura. Seqmnian Tu
ara axal saqonels, es jgufebi iSleba.
275
35
276
warmoebuli
produqciis
SemuSaveba da
dizaini
satransporto
kompania
ZiriTadi
kompania
(brokerebi)
kompania
mwarmoebeli
kompania
distributori
. ., .. . ., -, 2003 ..81
. . . ., -, 2007 ..286
37
277
. . . ., -, 2010 ..769-770.
279
. . ., 2006. . 225
280
cias, maSin Stab-binis gadawyvetilebebi sasikeTod waadgeba Tavad kompanias da misi saWiroebebis dakmayofilebas, magram amiT SeizRudeba Svilobili kompaniebis menejerebis SesaZlebloba da ise swrafad da efeqtianad veRar upasuxeben adgilobriv bazrebze momxdar cvlilebebs. rogorc centralizacias, ise decentralizacias
aqvs Tavisi upiratesobebi da kompaniebi cdiloben orive
elementis erTdroulad gamoyenebas.
Svilobili kompaniis direqtorTa sabWos roli.
transnacionaluri korporaciebis Svilobili sawarmoebi registrirdeba funqcionirebis adgilze da iRebs adgilobrivi kompaniis statuss. qveynebis umravlesoba moiTxovs, rom am kompaniebs marTavdes direqtorTa sabWo.
aseTi sabWo airCeva aqcionerebis mier (mocemul SemTxvevaSi transnacionaluri korporaciis aqcionerebis mier).
igi pasuxs agebs kompaniis efeqtian muSaobaze, rogorc
aqcionerebis, ise Svilobili kompaniis mmarTvelobis winaSe da akontrolebs kompaniis umaRlesi rangis menejerebis saqmianobas. transnacionalurma kompaniam unda ganixilos sakiTxi imis Sesaxeb, rom CaiTvalos direqtorTa sabWos Seqmna formalur nabijad, Tu mianiWos mas gadawyvetilebaTa miRebis uflebamosileba.
Svilobili kompaniis direqtorTa sabWosaTvis uflebamosilebaTa gadacema niSnavs gadawyvetilebaTa decentralizacias. transnacionalur kompaniaTa umravlesoba mixvda imas, rom Svilobil kompaniebs es uflebamosilebebi unda gadaeceT da Tanac, am kompaniebSi menejerebad umjobesia dainiSnon adgilobrivi moqalaqeebi. es
xels Seuwyobs Svilobili kompaniis integracias adgilobriv saqmian wreebSi, rac biznesis warmatebiT ganxorcielebis sawindari iqneba.
koordinacia globalur organizaciul struqturebSi. saerTaSoriso kompaniebSi efeqtiani organizaciuli struqturis formirebis procesis damamTavrebel aspeqts warmoadgens moqmedebaTa koordinacia. ko282
ordinacia aris sxvadasxva ganyofilebebsa da qvedanayofebs Soris, muSaTa jgufebsa da maT moqmedebebs Soris
kavSiri. koordinaciis saWiroeba muSakTa Soris urTierTkavSirzea pirdapir damokidebuli, anu, rac ufro maRalia maTi urTierTkavSirebis done, miT ufro metad sWirdebaT maT koordinacia.
nebismieri organizaciuli struqturis pirobebSi
saerTaSoriso kompaniebis ganyofilebebsa da qvedanayofebs Soris garkveuli koordinacia arsebobs. yovel organizaciul struqturaSi mkveTrad aris gansazRvruli
ierarqia. TiToulma menejerma icis, vis unda gadasces
informacia da saidan unda miiRos igi. kompaniaSi miRebuli wesebi da procedurebi xels uwyobs misi struqturis
sxvadasxva donis koordinacias.
saerTaSoriso kompaniebs SeuZlia droebiTi an specialuri meTodebis gamoyeneba. erT-erTi aseTi meTodia
TanamSromlebis Suamavlebad gamoyeneba. am meTodis mixedviT kompaniis ori ganyofileba an qveganayofi erTmaneTTan TanamSromlobs. es meTodi Zalze xSirad gamoiyeneba kompania ,,Toyota~-Si. metic, Tu kompaniisTvis TanamSromlebs didi mniSvneloba aqvs, maSin Suamavlis rols
erTi adamiani ki ara, aramed specialuri jgufebi asruleben. magaliTad, ,,Ford~-isa da ,,Mazda~-s kompaniebSi avtomanqanis erToblivi modelis ,,Ford Focus~-is Sesaqmnelad specialuri jgufi iyo gamoyenebuli.
mravali saerTaSoriso kompania koordinaciis araformalur meTodebs iyenebs. am TvalsazrisiT metad
efeqtiania araformaluri qseluri marTva (Informal
Management Network), romelsac axorcielebs sxvadasxva
qveynis erTmaneTTan mWidro kavSirSi myofi menejerTa
jgufi. es gaerTianebebi ZiriTadad pirad kontaqtebs,
urTierTkavSirebs, saqmian Sexvedrebs, specjgufebSi erTad muSaobas da a.S. emyareba. araformaluri qseluri
marTva biurokratiuli barierebis daZlevaSi metad
efeqtiani iaraRia.
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285
tegiidan, rom man im qveyanaSi, sadac bizness eweva, daimkvidros samoqalaqo pasuxismgeblobis mqone kompaniis
maRali statusi.
efeqtianobis faqtobrivi donis gazomva. saerTaSoriso kontrolis sistemis formirebis am etapze xdeba
im sakontrolo cvladebis koreqtuli gazomva, romlebic axasiaTeben mis efeqtianobas. zogierTi maCvenebeli
martivia da advilad gazomvadi. aseTebia: warmoebis faqtobrivi moculoba, muSebis Sromis nayofiereba, produqciis xarisxis done, produqciis gayidvebis moculoba, masalebis narCenebi, samivlinebo xarjebi, muSakTa daqiravebis praqtika, kadrebis denadoba. ufro Znelia iseTi maCveneblebis gazomva, rogoricaa reklamis efeqtianoba, xelmZRvaneli personalis eTikurobis xarisxis
dadgena, muSakTa motivacia. magaliTad, iseT sawarmoSi,
romlis tailandSi gaxsnaze zemoT visaubreT, unda gaizomos: produqciis moculoba, Sromis nayofiereba, produqciis xarisxi, muSakTa daqiravebis meTodebi da Sesyidvebis organizacia.
sakontrolo davalebasTan faqtobrivi efeqtianobis donis Sedareba kontrolis mesame etapia. am dros
xdeba pirvel da meore etapze gamoTvlili maCveneblebis
erTmaneTTan Sedareba. martivi maCveneblebis (gayidvebis
moculoba, Sromis nayofierebis sidide da a.S.) urTierTSedareba Zalze advilia. magram aris rTulad Sesadarebeli maCveneblebic. magaliTad, Tu sakontrolo davalebad micemulia ,,bazarze wilis arsebiTi gafarToeba~, metad gaZneldeba misi faqtobrivi zrdis donis dadgena da
Tu moxerxda dadgena, iqneba ki igi realuri? amitom sakontrolo davalebebad menejerebs evalebaT gamoiyenon
zusti da Tanac martivi maCveneblebi, romelTa gazomva
advilic iqneba da obieqturic.
sakontrolo maCveneblebidan aRmoCenil gadaxrebze reagireba. es samuSao saerTaSoriso kontrolis
sistemis meoTxze etapze tardeba. keTdeba daskvnebi sa289
kontrolo davalebebis Sesruleba-arSesrulebis Sesaxeb. Tu davaleba ar aris Sesrulebuli momuSaveTa mizeziT, menejeri iRebs gadawyvetilebas, rom maT gauzardos materialuri stimulebi da mosTxovos muSaobis
efeqtianobis amaRleba. magram, Tu aRmoCnda, rom sakontrolo davaleba gaumarTleblad didi raodenobis iyo,
maSin menejerebi iReben gadawyvetilebas misi Semcirebis
Sesaxeb. Tu piriqiT aRmoCnda, rom faqtobrivi maCveneblebi aRemateba sakontrolo davalebebs, maSin jildovdebian is muSakebi, romelTa ZalisxmeviTac es moxda, xolo sakontrolo davalebebi Semdegi periodisaTvis gaizrdeba.
kontrolis ZiriTadi meTodebi. saerTaSoriso
kompaniebSi kontrolis mravali meTodia gamoyenebuli.
amas iwvevs saerTaSoriso biznesis sirTule da mravalgvaroba. kontrolis meTodebidan ganvixilavT mxolod
ZiriTads.
buRaltruli aRricxvis sistema. buRaltruli aRricxva kompaniis finansuri resursebis mdgomareobis Sesaxeb monacemebis Sekrebis, analizisa da gadacemis kompleqsuri sistemaa. buRaltruli aRricxvis procedurebi mkacrad reglamentirebulia da unda Seesabamebods im
wesebs, romlebic erovnuli mTavrobis mier aris mowonebuli. amitom saerTaSoriso kompaniebi am sakiTxSi gacilebiT did sirTuleebs awydebian, vidre erTi qveynis
farglebSi momuSave kompaniebi. saerTaSoriso kompaniebSi buRaltruli aRricxva ise unda aewyos, rom misiT ara
marto deda kompaniis muSaobis, aramed yvela misi Svilobili da SviliSvili sawarmoebis muSaobis aRricxva, monitoringi da kontroli SeiZlebodes. TiTouli Svilobili kompania valdebulia aRricxva adgilobriv valutaSi
awarmoos da buRaltruli aRricxvis adgilobrivi procedurebi da wesebi daicvas. es aucilebelia, erTi mxriv,
adgilobrivi menejerebis moTxovnebis dasakmayofileblad da adgilobrivi mTavrobis normatiul aqtebTan Se290
sabamisobis uzrunvelsayofad da, meore mxriv, investorebisa da im qveynebis sagadasaxado organoebis moTxovnebis dasakmayofileblad, romel qveyanaSic misi deda sawarmoa ganTavsebuli. saWiroa man moaxdinos Tavisi finansuri angariSebis translacia deda sawarmos qveynis
standartebis Sesabamisad da maCveneblebic im deda sawarmos qveynis valutaSi gadaiyvanos. deda kompaniis
xelmZRvanelobis gadasawyvetia Svilobili kompaniis muSaobis efeqtianoba Seafasos im qveynebis valutiT, sadac
igi funqcionirebs, Tu Tavisi qveynis valutiT.
marTvis procedurebi. kompaniis politika, standartuli procedurebi, procesualuri normebi da debulebebi kompaniis menejerebs sakontrolo funqciebis realizaciaSi exmareba. magaliTad, Tu dadgenilia, rom sxva
qveyanaSi gaxsnil Svilobil kompaniaSi samuSaod gadasuli muSaki valdebulia 6 TveSi Seiswavlos adgilobrivi
enis sabazo kursi, menejers ar gauWirdeba am normis Sesrulebis Semowmeba da dakavebul TanamdebobasTan muSakis Sesabamisobis dadgena. an, Tu kompaniis politikiT saWiro nedleulis 20% adgilobriv bazrebze unda iqnes
Sesyiduli, menejeri SeZlebs saSemsyidvelo RonisZiebebis dagegmvasa da marTvas.
xdeba isec, rom Tu biznesSi sirTuleebi gaCnda,
kompania gadauxvevs da Secvlis kontrolis dadgenis
procedurebs. magaliTad, roca ,,Firistone~-markis saburavebi saavtomobilo gigantma ,,Ford~-ma wunis gamo ukan daibruna, myidvelebs isini yovelgvari danamatis gareSe
ufro ZviradRirebul ,,Michelin~-is markis saburavebiT
Seucvala.
efeqtianobis koeficientebi. kontrolis procesSi saerTaSoriso kompaniebi efeqtianobis sxvadasxva maCveneblebs iyeneben. efeqtianobis maCvenebeli aris efeqtianobis is done, romlis misaRwevad kompania miiswrafvis. maT Soris yvelaze metad gavrcelebulia materialuri maragebis brunvadobis koeficienti. zenormatiuli
291
materialuri maragebis Senaxva arRvevs kompaniis funqcionirebis wess, radgan igi ,,yinavs~ resursebs, romelTa gamoyeneba sxva mizniT SeiZleboda. amasTan, rac ufro
didxans inaxeba masalebi da makompleqtebeli nawilebi,
miT metia maTi gafuWebis, anda dakargvis albaToba. amitom materialuri maragebis brunvadobis xangrZlivoba,
rac SeiZleba mcire unda iyos. es maSinaa SesaZlebeli, Tu
misi brunvis koeficienti maRali iqneba. praqtikaSi aris
imis magaliTebi, roca sawarmos ara aqvs maragebi. magaliTad, iaponiis ,,7-Eleven~ maRaziaTa qselSi mimwodeblebs
dReSi 45-jer SemoaqvT saqoneli. Tanamedrove eleqtronuli kavSirgabmuloba imis saSualebas iZleva, rom
maRaziebma drois realur masStabSi gadascen momwodeblebs TavianTi moTxovnebi da miiRon iqidan saqoneli.
arsebobs efeqtianobis sxva maCveneblebic. magaliTad, kompania ,,British Airways~ sxva maCvenebelTa Soris
iyenebs iseT maCveneblebs, rogoricaa aviaxazebis TviTmfrinavebSi Sevsebuli dasajdomi adgilebis xvedriTi
wili. roca es koeficienti dadgenili minimumis qvemoT
Camodis, maSin kompania atarebs RonisZiebebs mgzavrTa
raodenobis gasazrdelad. amas igi aRwevs servisis gaumjobesebiT, safaso SeRavaTebis dawesebiT da a.S.
saerTaSoriso kontrolis qceviTi aspeqtebi. kontrolis sistemis didi mniSvnelobis miuxedavad kompaniis menejerebs unda sjerodeT, rom am sistemis muSaobis
efeqtianoba damokidebulia adamianebze. didi mniSvneloba aqvs imasac, rom zogierTi kulturis warmomadgeneli kontrols ewinaaRmdegeba. es winaaRmdegobebi sxvadasxva saxisaa.
saerTaSoriso kompaniebis warmomadgenlebi ramdenime mizezis gamo arian kontrolis winaaRmdegi. erT-erTi mizezi is aris, rom, maTi azriT aRniSnuli kontroli
gadaWarbebulia. rogorc wesi, kontroli gulisxmobs
adamianis qcevis ama Tu im aspeqtis SezRudvas. adamianebs
am SezRudvebis subieqturi normebi aqvT dasaSvebad miC292
sakontrolo kiTxvebi:
1. romeli faqtorebi axdenen gavlenas kompaniis organizaciul struqturaze?
2. ras warmoadgens globaluri sasaqonlo struqtura?
daaxasiaTeT misi Zlieri da susti mxareebi;
3. ras warmoadgens globaluri geografiuli struqtura? daaxasiaTeT misi Zlieri da susti mxareebi;
4. ras warmoadgens globaluri funqciuri struqtura?
daaxasiaTeT misi Zlieri da susti mxareebi;
5. ras warmoadgens momxmarebelze orientirebuli globaluri struqtura? daaxasiaTeT misi Zlieri da susti mxareebi;
294
literatura:
1. bakaSvili n., mesxiSvili d., qadagiSvili l., organizaciis Teoria, Tb., 2009;
2. xomeriki T., menejmentis safuZvlebi, Tb., 2008;
3. Coxeli e., strategiuli menejmenti., Tb., 2007;
4. ., ., , .. .
., , . . , .: , 2006;
5. . . ., . . , . . , . .2010;
6. , 8- . 2009;
7. Alfred Chandler , Jr.,Strategy and Structure (Cambridge , Mass . :
MIT Press,1962);
8. J.M. Stopford and L.T. Wells, Managing the Multinational Enterprise (New York : Basic Books , 1972);
9. John P. Kotter and Leonard A. Schlesinger, ,,Choosing Strategies
for Change , Harvard Business Review , March-Arpril 1079;
10. Chistopher A. Bartlett , ,,Organizing for Worldwide Effectivenss :
The Transnational Solution, California Management Review, (Fall
1988);
11. Michael Goold, ,,Strategic Control in the Decentralized Firlm~,
Sloan Management Review (Winter 1991 ).
295
Tavi X
lideroba da muSakTa qceva
saerTaSoriso kompaniaSi
Sesaswavli sakiTxebi:
1. individis qceva saerTaSoriso kompaniaSi;
2. motivacia saerTaSoriso kompaniaSi;
3. lideroba saerTaSoriso kompaniaSi;
4. gadawyvetilebebis miReba saerTaSoriso biznesSi;
5. jgufebi da gundebi saerTaSoriso kompaniaSi.
296
socialur-kulturul garemoze, romelSic moxda individis Camoyalibeba. orive es faqtori did rols asrulebs adamianis pirovnuli maxasiaTeblebis formirebaSi,
amitom menejerebma unda gaiTvaliswinon isini. maT unda
icodnen isic, rom erTsa da imave kulturul garemoSi
aRzrdil individebsac ki SeiZleba hqondeT gansxvavebuli qcevebi.
,,didi xuTeuli~: ZiriTadi maxasiaTeblebi. fsiqologebma aTasobiT adamianis pirovnuli maxasiaTeblebi Seiswavles, Tumca am bolo dros yvelaze meti yuradReba eTmoba xuT pirovnul maxasiaTebels, romlebsac maTi mniSvnelobidan gamomdinare, ,,didi xuTeuli~41 ewoda.
(nax.1).
urTierTobebSi harmoniuloba (agreebleness) sociumis sxva wevrebTan individis Tanaarsebobas gulisxmobs.
zogierT adamians harmoniuloba xels uwyobs iyos sxva
adamianebis mimarT gamgebi da keTilmosurne. am niSnis
uqonloba individs sxva adamianis mimarT TavSeukaveblobas da konfliqturobas uyalibebs. keTilsindisiereba (conscientiousness) adamianis mowesrigebulobas da
moqmedebis skrupulozurobas gansazRvravs. am maxasiaTebelze aris damokidebuli individis sistemuroba da
organizebuloba, agreTve, disciplina. mis gareSe individi upasuxismgeblo da araorganizebulia. emociuri simyare (emotional stability) ganapirobebs individis gawonasworebulobas, simSvides, Tavdajerebulobas da sixalises.
individi, romelic emociurad aramyaria, xSir SemTxvevaSi aRznebulia, cvalebadi xasiaTisa da fsiqologiurad
gauwonasworebelia. eqstravertuloba (extrovension) anu
gare garemosTan urTierTobaSi individis komfortulobis done, gansazRvravs sakuTari Tavisadmi rwmenas, adamianebTan saubrisa da urTierTobis siyvaruls. indivi41
297
vidre misi armqoneni. CineTisa evrokavSiris qveynebis gasaRebisa da marketingis sferoSi momuSave menejerebis
Sromis efeqtianobis prognozirebisaTvis aseTive arsebiTi maxasiaTebelia eqstravertuloba.
amrigad, sxvadasxva qveynis kompaniebSi ama Tu im Tanamdebobaze muSakis daqiravebisas menejerebma unda gaiTvaliswinon maTi pirovnuli maxasiaTeblebi da ise gaakeTon swori arCevani.
kompaniis muSakTa sxva pirovnuli maxasiaTeblebi. ,,did xuTeulSi~ Semavali maxasiaTeblebis garda, arsebobs individis sxva maxasiTeblebic, romlebic organizaciaSi mis qcevaze axdenen gavlenas. maT Soris yvelaze
mniSvnelovani maxasiTeblebia42:
kontrolis lokusi (lokus of control);
sakuTari Zalebis rwmena (self-efficacy);
avtoritaruloba (authoritarianism);
TviTSefaseba (self-esteem) sakuTari Rirsebebis
aRqma.
ganvixiloT TiToeuli maTgani:
kontrolis lokusi. arsebobs kontrolis Siga da
gare lokusi, Tu individs miaCnia, rom igi TviTon akontrolebs yvelafers, rac mis irgvliv xdeba, maSin am individs axasiaTebs kontrolis Siga lokusi, magram Tu
Tvlis, rom masze araferia damokidebuli da mis beds gare Zalebi warmarTaven, es imas niSnavs, rom mas aqvs kontrolis gare lokusi. kontrolis gare lokusi ufro musulmanebisaTvis aris damaxasiaTebeli, anu im xalxebisaTvis, visac koleqtivizmi da Zalauflebisadmi pativiscema axasiaTebs, protestantebs ki piriqiT.
sakuTari Zalebis rwmena. es aris individis mier
ama Tu im saqmis, ama Tu im amocanis Sesrulebisas Tavis
ZalebSi dajereba. am rwmenas individs aZlevs Tavisi Se42
299
kmayofileba an ukmayofileba imis maCvenebelia, Tu ramdenad moswons individs Tavis saqme da rogor warmoaCens
masSi igi Tavis Tavs. gamokvlevebma cxadyo, rom pirovnuli faqtorebi (saWiroebebi, survilebi) iseve gansazRvraven samuSaoTi kmayofilebas, rogorc organizaciuli da
koleqtiuri faqtorebi (Sromis pirobebi, Sromis meTodebi da a.S) amasTan, Tu muSaki samuSaoTi kmayofilia, igi ar
acdens mas, ar cdilobs samsaxuris gamocvlas. saqme piriqiTaa, roca muSaki samuSaoTi ukmayofiloa.
aRniSnul sakiTxze iaponiisa da aSS-is 106 sawarmoSi
(gamokvlevam moicva 8300 muSa) Catarebuli erT-erTi gamokvleviT dadginda, rom iaponiis sawarmoTa muSebi naklebad arian kmayofili TavianTi samuSaoTi amerikel muSebTan SedarebiT, am gamokvlevis mixedviT, samuSaoTi
kmayofili muSebis saSualo maCvenebeli iaponiaSi 2,12-ia;
aSS-Si ki 2,95 (samuSaoTi sruli kmayofilebis koeficientia 4,0). sxva, ufro axali gamokvlevebi adasturebs,
rom yofili sabWoTa kavSiris qveynebis menejerebi arcTu kmayofili arian TavanTi samuSaoTi. gansakuTrebiT
SezRudulia maTi damokidebuleba gadawyvetilebebis miRebisas.
muSakTa ganwyobas gamoxatavs organizaciisadmi
erTguleba (organizational commitment). saudis arabeTSi
momuSave aziis, dasavleT evropis da saudis arabeTis adgilobriv daqiravebulebze dakvirvebiT dadginda, rom
aziis qveynebidan Camosulebi ufro met erTgulebas amJRavneben TavianTi kompaniis mimarT, vidre adgilobrivebi da evropelebi. sxva dakvirvebebiT, amerikis sawarmoo sferos muSebi kompaniis saqmianobis mimarT ufro
met erTgulebas iCenen, vidre iaponiis muSebi. am TvalsazrisiT gamokvleul iqna aSS-dan aziisa da evropis
oTx-oTx qveyanaSi wargzavnili muSebis poziciebi. aRmoCnda, vinc didi xani imuSava Tavisi qveynis kompaniaSi
da seriozuladac momzadda ucxo qveyanaSi samuSaod wasasvlelad, ufro erTgulni arian mSobliuri kompanii301
sadmi, vidre isini, visac TavianTi qveynis kompaniaSi muSaobis staJic naklebi hqonda da arc seriozuli profesiuli momzadeba gauvlia. am tipis individebs sazRvargareTis kompaniebis mimarT meti erTguleba aRmoaCndaT,
radganac ucxo qveyanaSi muSaobis sirTule, simZime da
adaptireba maT am kompaniaSi gadaitanes.
sxvadasxva kulturis aRqma. aRqma (perception) es
aris kompleqsi procesebisa, romelTa meSveobiT individi iTvisebs gare samuSaos Sesaxeb informacias da axdens
mis interpretacias. aRqma xdeba maSin, rodesac adamiani
xedavs, ismens, exeba SeigrZnobs an agemovnebs aRsaqmeli
obieqtis suns Tu gemos. Tumca, TiToeuli individi mxolod misTvis damaxasiaTebeli unikaluri filtrebis saSualebiT individualurad aRiqvams am informacias.
filtraciis am meqanizmSi did rols asrulebs individis
kulturuli aRzrda.
saerTaSoriso kompaniebis saqmianobaze did gavlenas axdens stereotipebis formireba, anu aRqmis yvelaze
metad gavrcelebuli procesebi. stereotipis formireba
xdeba maSinac, roca erTi adamiani mis xelT arsebuli erTi-ori maxasiaTebliT ayalibebs Sexedulebas sxva adamianze. magaliTad, arsebobs stereotipi, rom TiTqos ,,iaponeli menejerebi ganuwyvetliv muSaoben~, amerikeli ,,menejerebi arian Zunwebi~, ,,frangi menejerebi miekuTvnebian sazogadoebis maRal fenas~ da a.S. zogierT
SemTxvevaSi stereotipebi SeiZleba gamoiyenon menejerebma ama Tu im kulturuli jgufis zogadi Taviseburebebis dasaxasiaTeblad, magram maT unda axsovdeT, rom,
radgan yvela konkretuli adamiani unikaluria, es saerTo xedva SeiZleba ar gavrceldes am kulturis yvela
warmomadgenelze.
SeiZleba moxdes ise, rom stereotipi iyos faqtobrivisagan absoluturad gansxvavebuli. magaliTad, CineTis sagareo saqmeTa ministris Svils cian nins eqvsi weli uswavlia aSS-Si da amis Sesaxeb dauweria bestselerad
302
da germaniis menejerebi TavSekavebuli arian stresis mimarT da ufro efqtianadac marTaven maT. iaponiis, singapuris, nigeriis, egviptisa da samxreT afrikis menejerebi
ki aRiareben, rom maT mravali stresis gadatana uxdebaT
da uWirT maTTan gamklaveba.
304
bebi da jildoebi udevs safuZvlad. am SemTxvevaSi koleqtivis wevrebs SeiZleba garkveuli uxerxulobac ki
SeeqmnaT imis gamo rom maT jgufisgan gamocalkevebulad
individualuri jildo miiRon.
saerTaSoriso kompaniebSi konfliqturi situaciebis warmoSobis albaToba izrdeba, roca muSakTa motivaciis meqanizmebi dabrkolebas uqmnian maT kulturul
Cvevebs. magaliTad, iaponiaSi momuSave amerikel menejerebs didi siZneleebi xvdebaT gundis muSakTa staJisa da
mwarmoeblurobis mixedviT Sromis anazRaurebis sistemis danergvisas. aseTive winaaRmdegobas waawyda kompania ,,Mazda miCiganis StatSi ganlagebul manqanaTsaSeni
qarxnis muSebTan. winaaRmdegoba gamoiwvia moTxovnam,
romlis mixedviTac am qarxnis muSebs nebayoflobiT unda
etarebinaT beisbolis qudebi warweriT ,,Mazda~.
zogierTi qveynis kulturaSi Cadebulia Zalauflebisadmi didi pativiscema. am kulturaTa warmomdgenlebi
aRiareben xelmZRvanelTa mier maTi saqmianobis marTvis
uflebas swored maTi statusis organizaciuli legitimurobis gamo. amis Sedegia is faqti, rom aseTi adamianebis
motivaciis ZiriTadi forma unda iyos maTi aRiareba kompaniis xelmZRvanelobis mier, da piriqiT, Tu adamianebi
did mniSvnelobas ar aniWeben pirovnebis oficialur statuss, isini arc mis mier micemul davalebebs Seasruleben
morCilad da maTgan miRebul qebasa da aRiarebas urCevniaT samsaxurebrivi winsvla da xelfasis momateba.
im kulturaTa warmomadgenlebis moqmedebebi, romeli kulturebisTvisac miuRebelia gaurkvevlobebi, mniSvnelovanwilad motivirebulia dasaqmebis uzrunvelyofis garantiebis SesaZleblobebiT. am garantiebis Semcirebis mcdelobac ki maTSi protests iwvevs. es ar axasiaTebs im kulturis adamianebs, romlebic eguebian am gaurkvevlobas. isini garantirebul samuSaos naklebad eZeben. maTi motivacia ufro metad profesiul zrdas ukavSirdeba da amis misaRwevad Seqmnil pirobebs. magaliTad:
306
307
308
309
torebi moqmedebs rogoricaa: daqvemdebarebulebs Soris individualuri gansxvavebebi; jgufebis, organizaciisa da lideris maxasiaTeblebi; daqvemdebarebulebis
mzadyofna gaiziaron lideris mier dasaxuli miznebi.
lideris qcevaze garkveul gavlenas axdenen kulturuli faqtorebi.
cnobili amerikeli mkvlevari g. hofstede erovnuli kulturis 5 faqtors gamoyofs45: socialuri orientacia; Zalauflebisadmi damokidebuleba; gaurkvevlobis mimarT damokidebuleba da miznis miRwevaze orientacia maskulinuroba da feminuroba. hofstedes TeoriaSi
gamoyofili kulturuli faqtorebis safuZvelze saerTaSoriso kompaniebis liderebisaTvis SeiZleba gakeTdes
ramdenime mniSvnelovani daskvna: individualur kulturebSi liderma Tavisi qcevis orientirad mizanSewonilia
aiRos ara mTeli koleqtivi, aramed calkeuli individebi.
koleqtiur kulturebSi es piriqiT unda moxdes. kulturebSi, romlebic orientirebulia (iaponia) biznesis jgufur warmarTvaze, menejeri efeqtianad xelmZRvanelobs
daqvemdebarebul gunds, uzrunvelyofs gundis wevrebs
Soris Tanxmobas. amasTan, magaliTad kompania `Sony~-Si
ivaraudeba, rom menejerebi daqvemdebarebulebs uflebas aZleven gadavidnen maTTvis ufro saintereso samuSao adgilebze, rac kompanias sargeblobas moutans. marTvis iaponuri sistema orientirebulia lidersa da mis
daqvemdebarebulebs Soris erToblivi gadawyvetilebis
miRebis dros SeTanxmebis miRwevaze. Tu lideri ubrZanebs, misi gadawyvetilebis morCilad Sesrulebas, es daarRvevs koleqtivSi Tanxmobas. xSirad iaponeli menejerebi gadawyvetilebis miRebisas ganzrax gverdze dgebian
da stimuls aZleven daqvemdebarebulebs erTmaneTs Soris gaarCion gadawyvetilebis sxvadasxva varianti. mxo-
45
Hofstede G., Hofstede G. J., Cultures and Organizations: Software of the Mind,
London, NY, Mc Grow-Hill, 2004.
311
lod amis Semdeg CaerTveba menejeri saqmeSi da gamoTqvams Tavis Sexedulebas am sakiTxis irgvliv.
situaciur liderobas uSualod ukavSirdeba iseTi
faqtori, rogoricaa, Zalauflebisadmi damokidebuleba.
im kulturebSi, romlebic aRiareben Zalauflebas (batonobas), muSakebi elodebian, rom lideri Tavis Tavze aiRebs marTvas, miiRebs gadawyvetilebas da uxelmZRvanelebs maT. aseT kulturebSi liders mouwevs airCios saboloo Sedegze orientirebuli qceva (pirdapiri, struqturizebuli, miznobrivi), uari Tqvas daqvemdebarebulebis orientaciaze, gadawyvetilebis miRebaSi maT CarTvaze da sxv. Tu kulturaSi ufro metad fasobs Zalauflebis moTmena, maSin liderma unda iTanamSromlos daqvemdebarebulebTan, CarTos isini kompaniis marTvis procesebSi da a.S.
menejerebsa da daqvemdebarebulebs Soris gansxvavebebis waSlas inarCuneben avtoritaruli, ierarqiuli
socialuri wyobis qveynebi. magaliTad, aSS-is deda kompaniam, romelsac espaneTSi hqonda qaliSvili kompania,
gadawyvita moewyo espaneli TanamSromlebisaTvis `mSobliuri pikniki~. piknikze espanelebs saWmels miarTmevdnen deda-kompaniis maRali rangis pirebi. es pikniki ar
Sedga, radgan espanelebs aseTi momsaxurebiT didi diskomforti SeeqmnaT.
mniSvnelovani situaciuri faqtoria gaurkvevlobisadmi damokidebulebac. gaurkvevlobidan Tavis dasaRwevad kompaniis TanamSromlebi upiratesobas aniWeben
konkretul davalebebsa da amocanebs. aseT dros ufro
efeqturia konkretul Sedegze da ara daqvemdebarebulebTan TanamSromlobaze orientirebuli lideris qceva.
magaliTad, germanelebisaTvis misaRebia avtokratizmi
da amocanebze orientacia korporaciuli wesebisa da
procedurebis farglebSi. menejerebi sxvadasxva ganyofilebas dausaxaven misaRwev miznebs da Semdeg axdenen
maTi Sesrulebis srul delegirebas.
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sakontrolo kiTxvebi:
1. gansazRvreT pirovnebis tipi da axseniT ama Tu im pirovnebis tipis Taviseburebebi rogor imoqmedebs individis qcevaze?
2. axseniT, ra kavSiria aRqmasa da ganwyobas Soris?
319
literatura:
1. bakaSvili n., mesxiSvili d., qadagiSvili l., organizaciis Teoria, Tb., 2009;
2. xomeriki T., menejmentis safuZvlebi, Tb., 2008;
3. Coxeli e., strategiuli menejmenti., Tb., 2007;
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Tavi XI
saerTaSoriso marketingi
Sesaswavli sakiTxebi:
1.
2.
3.
4.
5.
6.
goricaa kosta-rika, namibia, poloneTi da TurqeTi sadac mosaxleobis Semosavali meryeobs dabalidan saSualo donemde, Timex-saTvis warmoadgens mimzidvel saqmian
SesaZleblobebs da ara Rolex-saTvis.
saerTaSoriso bazris aTvisebis Sesaxeb gadawyvetilebis miRebis Semdeg, firmis xelmZRvabelobam unda
miiRos Semdegi marketinguli gadawyvetileba, kerZod
marketingis menejerma unda gansazRvros oTxi sakiTxi:
1. rogor SeimuSavon saqoneli;
2. rogor daaweson am saqonelze fasi;
3. rogor gayidon es saqoneli;
4. rogor gaanawilon es saqoneli imisaTvis, raTa
momxmareblebisaTvis iyos xelmisawvdomi.
saerTaSoriso marketinguli kompleqsis aspeqtebi
da gadawyvetileba bevrad msgavsia Sida bazris marketingul kompleqsis RonisZiebebisa, Tumca, arsebobs garkveuli gansxvavebebi, rac arTulebs mdgomareobas. faqtorTa speqtri, romelic unda ganixilos marketingis menejerma, bevrad farToa, xolo am faqtorebs Soris urTierTkavSiri SedarebiT gadaxlarTulia. magram sanam SeudgebodeT am sirTuleebis ganxilvas, aucilebelia koncentrireba movaxdinoT saerTaSoriso marketingis SedarebiT sxva mniSvnelovan aspeqtze: ra xarisxiT unda ganaxorcielos firmam marketinguli kompleqsis standartizacia miznobriv qveynebSi.
329
naklovaneba
1. marketingul
RonisZiebebze
xarjebis zrda
2. marketinguli saqmianobis centralizebulad marTvis CaxSoba
3. mecnierul-teqnikuri da sacdel-sakonstruqtoro samuSaoebis araefeqtiani gamoyeneba
4. warmoebaze masStabis efeqtis
Semcireba
5. erTiani globaluri bazris
Seqmnis tendenciebis ugulebelyofa
dasxva saxelwodebiT. avtomobili, romelic aSS-Si iyideba rogorc ,,Lexus Sports Cuepe~ iaponiaSi misi saxelwodebaa ,,Toyota Soarer~.
zogjer kompania postfaqtum igebs Tavisi produqtis adaptaciis Sesaxeb. magaliTad, 1980 wels kompania
Unilever-ma aRmoaCina, rom raime aSkara mizezebis gareSe
evropis bazars sTavazobs 85 saxis qaTmis wvnians da 15 nairsaxeobis ,,Cornetto-s nayins. mas Semdeg, rac problema
gamovlinda, Unilever-ma saswrafod moaxdina ,,Cornetto nayinis standartizeba da Seamcira qaTmis wvnianis asortimeti. am gziT man Seamcira warmoebaze gaweuli xarjebi da
sasaqonlo-materialuri maragebis Rirebuleba da aseve
gaamartiva ganawilebis arxebis sistema.
adgilobriv moTxovnilebebis Sesabamisi produqciis adaptaciis xarisxis cvlileba damokidebulia ramdenime faqtorze. am faqtorebs Soris erT-erTi aris miznobrivi momxmareblis maxasiaTebeli. ra Tqma unda, arsebobs adaptirebuli sawarmo daniSnulebis saqoneli da
standartizirebuli samomxmareblo daniSnulebis saqoneli, Tumca, sawarmoo daniSnulebis produqtebis standatizireba ufro xSirad xdeba, samomxmareblo daniSnulebis produqtebTan SedarebiT. magaliTad ,,Caterpillar~is buldozerebi mTels msoflioSi iyideba umniSvnelo
modifikaciiT, romelic pasuxobs adgilobriv teqnikur
da sakanonmdeblo moTxovnebs. standartizacias aseve eqvemdebareba nedleuli da masalebi. magaliTis saxiT SeiZleba moviyvanoT sasoflo-sameurneo produqti, navTobi, mikrosqemebi, qimikatebi.
samarTlebrivi regulireba
mimRebi qveynis kanonebi da normebi aseve gavlenas
axdens saerTaSoriso firmebis mier gamoyenebul sasaqonlo politikaze. magaliTad, zogierT qveyanaSi arsebobs mkafio wesi informaciasTan mimarTebiT, romelic
unda iyos samomxmareblo saqonlis SefuTvaze aRniSnuli
da aseve, kanonebi produqtis usafrTxoebis Sesaxeb. sama331
ris kvlevam gviCvena, rom Cexebi saqonels, romlis SefuTvaze aris inglisur an germanul enaze warwera, ganixilaven rogorc SedarebiT xarisxians, vidre saqonels,
romlis SefuTvaze aris Cexur enaze warwera. xSirad modifikacias eqvemdebareba kvebis produqtebis ingredientebi imisaTvis, raTa Seusabamon adgilobriv gemovnebebs.
kompania Gerber sabavSo sakvebis adaptirebas axdens adgilobrivi kulturis moTxovnilebebis gaTvaliswinebiT.
kompaniam aRmoaCina, rom poloneTSi dedebi uars amboben
uyidon Svilebs bananis fafa, radganac am qveyanaSi banani
iTvleba fufunebis simbolod. amis nacvlad isini upiratesobas aniWeben Gerber-is produqtebs, romelic damzadebulia xilisa da kurdRlis xorcisagan.
kultura aseve sxvanair gavlenas axdens sasaqonlo
politikaze. magaliTad sazRvargareTis manqanaTmSeneblobis kompaniebi mixvdnen, rom iaponeli momxmareblebi
momTxovnni arian xarisxis mimarT. mravali iaponeli momxmareblebisaTvis avtomobili aris statusis simbolo,
vidre gadaadgilebis saSualeba: iaponiaSi avtomobilis
saSualo gavla Seadgens 5000 mils weliwadSi _ es daaxloebiT samjer naklebia, vidre aSS-Si. amitomac avtomobilis garegnoba xSirad ufro mniSvnelovania mis saval
maxasiaTeblebTan SedarebiT. iaponelma SeiZleba uari
Tqvas im avtomobilis SeZenaze, romelsac kapotis qveS
saRebavi wasmulia araTanabrad an sawvavis avzis sacobi
Tavisuflad ar eWireba (trialebs). mravali germaneli
momxmarebeli zrunavs garemos dacvaze. Sedegad firmebs
xSirad uwevT germaniaSi gasayidi saqonelis konstruqciaSi Seitanon cvlilebebi, romelic uzrunvelyofs misi
gadamuSavebisa da utilizaciis simartives.
zogierT qveynis kultura aiZulebs firmebs gansazRvruli cvlilebebi Seitanon sazRvargareTul produqtSi. magaliTad, miuxedavad amerikuli filmebis popularobisa aziis bazarze, kompania HBO-s xSirad uwevs filmebis redaqtireba, vidre maT uCveneben konservatul aziur
333
qveynebSi. malaiziaSi HBO-m ver SeZlo eCvenebina ,,Sindleris sia da ,,amistaddi vinaidan orive filmi Seicas siSiSvlis epizodebs, xolo misi reJisori stiven spilbergi nebas ar rTavs romelime scenis amoWras misi filmebidan.
ekonomikuri faqtorebi
saqonlis sasurvel xarisxze aseve SeiZleba gavlena
iqonios qveynis ekonomikuri ganviTarebis donem. mdidari
qveynebis momxmareblebi upiratesobas aniWeben funqciurad datvirTul saqonels, xolo fasis mimarT mgrZnobiare
SedarebiT Raribi qveynebis momxmareblebi irCeven igive saqonlis e.w. ,,cariel versiebs. magaliTad, aseT qveynebSi
kbilis pasta da Sampuni xSirad iyideba erTjeradi moxmarebisTvis gankuTvnil SefuTvaSi, rac am produqtebs xdis
SedarebiT xelmisawvdoms adgilobrivi momxmareblebisaTvis. adaptaciis Sesaxeb gadawyvetilebaze aseve gvalenas axdens qveynis infrastruqturis xarisxi. qveynebSi sadac cudi gzebia, avtomwarmoeblebi xSirad axdenen avtomobilebis modifikacias gaZlierebuli CamosakidiT. garda amisa,
saqonlis konstruqciaze SeiZleba gavlena moaxdinos saremonto mosmaxurebis arsebobam da misma Rirebulebam. avtomobilebi, romelic iyodeba Rarib qveynebSi, xSirad mzaddeba martivi teqnologiiT, rac araspecializebul saamqroebSi misi SekeTebis saSualebas iZleva.
brendi
saqonlis safirmos saxelwodeba (brendi) erT-erTia
im elementebs Soris, romelic SedarebiT xSirad eqvemdebareba standartizacias. am SemTxvevaSi firmas SeuZlia
Seamciros danaxarjebi SefuTvaze, dizansa da reklamaze.
mas SuZlia gamoiyenos erTi bazridan meoreze sareklamo
Setyobinebis gadatanis efeqti. magaliTad Avon-is gasvla
tailandis bazarze aRmoCnda ioli imis gamo, rom milionobiT tailandel momxmarebels ukve nanaxi hqonda am kosmetikis reklama honkongis televiziis saSualebiT. kompaniam Mars Inc aseve gadawyvita esargebla standartizaciis
midgomiT da uari Tqva iseT popularul, magram lokalur
334
338
naxazi 1
maqsimaluri mogebis uzrunvelmyofi
fasis gansazRvra
gavixsenoT mikroekonomikis kursidan, rom warmoebuli produqtis mogebis maqsimizirebadi moculoba (saqonlis raodenoba, romelic firmam unda gamouSvas, raTa
miiRos maqsimaluri mogeba) ganisazRvreba zRvruli Semosavlebisa da zRvruli danaxarjebis gadakveTis wertiliT. fasi, romelic uzrunvelyofs mogebis maqsimizacias, ganisazRvreba moTxovnis mrudze im wertiliT, romelic Seesabameba mogebis maqsimizirebad gamoSvebuli
produqtis moculobas. nax.-ze 1 zRvruli Semosavlebi
da zRvruli danaxarjebi kveTen erTamaneTs Q wertilSi
_ swored es aris gamoSvebis saZebni moculoba. Tu am raodenobidan gavatarebT xazs moTxovnis mrudze (D), xolo Semdgom Y RerZze, vipoviT Sesabamis mniSvnelobas,
Cven miviRebT fass, romelsac SeuZlia uzrunvelyos mogebis maqsimizacia. swored aseT fass iTvaliswinebs da
adgens firma mis mier arCeul calkeul bazarze sabazro
safaso politikis SemuSavebisas. 16.3 (b) suraTze mocemulia situacia, rodesac firmas aqvs orive bazarze erTnairi moTxovnis mrudi (D) da zRvruli Semosavlebi (MR),
339
kis ganxorcieleba arc ise iolia. imisaTvis, raTa miviRoT mogeba sabazro faswarmoqmnidan, lokalurma menejerebma yuradRebiT unda adevnon Tvalyuri TavianT
bazrebze gayidvebis moculobasa da konkurentul situacias, raTa SesaZlebeli iyos Sesabamisi da drouli koreqtivebis Setana. garda amisa, organizaciis saTavo ofisi mzad unda iyos, lokaluri menejerebis uflebamosilebis delegireba moaxdinos, rom hqondeT fasebis koreqtirebis SesaZlebloba TavianT bazrebze.
11.5. stimulireba
stimulireba (promotion) saerTaSoriso marketingis
kompleqsis mesame elementia. stimulireba warmoadgens
ramdenime meTodis erTobliobas, rac gulisxmobs kompaniis mier stimulirebis elementebis guldasmiT koordinirebas, romlis saboloo mizania gaavrcelos gasagebi,
Tanmimdevruli da gamorCeuli Setyobineba organizaciasa da mis produqtze.
stimulireba xSirad mimarTulia momxmareblebze,
Tumca warmatebuli firmebi acnobiereben, rom momxmareblebTan xelsayreli urTierTobis uzrunvelsayofad
komunikacia aseve unda ganxorcieldes distributorebTan da farTo sazogadoebasTan. vinaidan stimulireba
warmoadgens komunikacias mimRebi qveynis auditoriasTan, marketinguli kompleqsis es elementi aris metad
uzrunvelyofili kulturuli faqtorebiT. firmam gansakuTrebuli yuradReba unda miaqcios imas, rom Setyobineba romelsac iRebs auditoria mimReb qveyanaSi, sinamdvileSi aRmoCndes iseTi Setyobineba, romlis gadacema
ganizraxa. amasTan kavSirSi saerTaSoriso marketingis
menejerma aucileblad efeqtianad unda Seuxamos da moqmedebaSi moiyvanos stimulirebis kompleqsis yvela _ 4
elementi: reklama, personaluri gayidvebi, gasaRebis
341
val qveyanaSi is aris pirvel rigSi gadaadgilebis saSuleba. amasTan kavSirSi amerikul reklamebSi Honda da
Kavasaki yuradRebas amaxvilebs ,,mogzaurobisagan siamovnebis miRebaze, xolo naklebad ganviTarebad qveynebSi motociklis saimedoobasa da funqcionirebaze, rogorc iafi satrnsporto saSualeba.
informaciis saSualeba _ es aris komunikaciuri
arxi, gamoyenebuli reklamis Semqmnelebis mier Setyobinebis gadacemisaTvis. calkeuli konkretuli bazrisaTvis saerTaSoriso marketingis menejerebi irCeven am saSualebebs iseTi faqtorebis gaTvaliswinebiT, rogoricaa: xelmisawvdomoba, samarTlebrivi SezRudvebi, cxovrebis done, ganaTlebis done, kulturuli msgavseba da
sxva faqtorebi. orenovan da mravalenovan qveynebSi, rogoricaa belgia da Sveicaria saerTaSoriso menejerebi
irCeven informaciis saSualebebs ise, rom moicvan qveyanaSi arsebuli calkeuli kulturuli jgufi. SveicariaSi kompania nestle frangulenovan auditorias informacias gadascems sagazeTo reklamis saSualebiT romelic
gamoicema frangul enaze, xolo germanulenovan auditorias _ germanul enaze.
firmis mier gamoyenebuli informaciis saSualebebze gavlenas axdens qveynis ekonomikuri ganviTareba. mraval ganviTarebul qveyanaSi televizori mosaxleobis
udides nawils ar aqvs, xolo ganaTlebis done ar aris maRali. es amcirebs televiziis, gazeTis da Jurnalebis,
rogorc sareklamo saSualebebis sargeblianobas, Tumca
zrdis radios mniSvnelobas. zogierTma firmam potenciur momxmareblebTan komunikaciis TvalsazrisiT moZebna
inovaciuri gadawyvetileba. magaliTad, Colgate-Palmolivema miznad daisaxa gazardos gayidvebis moculoba indoeTis soflebSi. samwuxarod idoeTSi soflad televizori
aqvs mxolod yovel mesame ojaxs da soflis mosaxleobis
naxevarze meti gaunaTlebelia. raTa moicvas es momxmareblebi, kompaniis marketologebma gamoigones ,,video
343
personaluri gayidvebi
stimulirebis meore elementi _ personaluri gayidvebi an saqonlis da momsaxurebis realizacia personaluri kontaqtebis safuZvelze. personaluri gayidvebis SedarebiT gavrcelebuli midgomaa savaWro warmomadgenlebis gamoyeneba, romlebic potenciur myidvelTan amyareben kavSirsa da cdiloben gayidon firmis produqti da momsaxureba. gamyidvelsa da potenciur myidvels Soris mWidro kontaqtebis mizniT firmebi xSirad
iwveven warmomadgenlebis saxiT adgilobriv macxovreblebs. saerTaSoriso komerciuli saqmianobis sawyis etapze, firma Cveulebriv personaluri gayidvebis sistemis
formirebas sTavazobs adgilobriv gasaRebis organizaciebs, romlebic dakavebulni arian sxvadasxva firmebis
saqonlis realizaciiT. axal bazarze firmis zrdisa da
msyidvelobiTi auditoriis gafarToebasTan erTad, mas
SeuZlia Semnas savaWro personalis sakuTari kadri. magaliTad, Colgate-Palmolive-ma didi warmatebiT gamoiyena
personaluri gayidvebis meTodi, rodesac daipyro bazris wili centralur evropaSi. rkinis fardis dacemis
Semdeg firmam gaxsna Tavisi ofisi varSavaSi, sadac gadaamzada profesiuli kadrebi. am adamianebis wyalobiT
Colgate-Palmolive-i gaxda samomxmareblo saqonlis poloneTis bazris lideri.
samrewevelo da samomxmareblo saqonlisaTvis personaluri gayidvebis, rogorc stimulirebis kompleqsis
mniSvneloba gansxvavebulia. sawarmoo daniSnulebis saqonlis myidvelebs (rTuli manqanebi, eleqtro mowyobiloba da specialuri programuli uzrunvelyofa) xSirad
moeTxovebaT teqnikuri informacia misi maxasiaTeblebis,
eqspluataciis wesebis, teqnikuri momsaxurebis da gayidvebis Semdgomi mxardaWeris Sesaxeb. kargad gadamzadebul savaWro warmomadgenlebs SedarebiT ukeTesad SeuZliaT miawodon informacia myidvelebs, vidre beWdur
an media saSualebebs. samomxmareblo daniSnulebis sa346
qonlisaTvis personaluri gayidvebi Cveulebriv sabiTumo da sacalo movaWreebze produqtis realizaciiT Semoifargleba. samomxmareblo saqonlis reklamirebas
beWdur mediaSi, televiziasa da radioSi miiCneven SedarebiT efeqtur komunikaciur saSualebad, vidre personalur gayidvebs. garda amisa, es meTodi mainc gamoiyeneba zogierTi saqonlis win wawevisaTvis. kompaniebma Avonma da Amway-im warmatebiT gamoiyenes aziur da evropul
bazrebze personaluri gayidvebis sakuTari modelebi,
SemuSavebuli aSS-Si. American Inetrnational Group - ma 4
wlis ganmavlobaSi TandaTanobiT Tavi mouyara 5000 adamianisagan Semdgar kadrs da dRes sicocxlis dazRvevis
bazris 90%-s ikavebs am qalaqSi.
personaluri gayidvebi saerTaSoriso firmas ramodenime upiratesobas aniWebs:
9 adgilobrivi savaWro warmomadgenlebis daqiravebiT firmebi SeiZleba sruliad iyvnen darwmunebulni imaSi, rom es adamianebi erkvevian qveynis kulturaSi, normebsa da adaT-wesebSi. magaliTad mkvidri indoelebi, romlebic gamodian
am qveyanaSi savaWro agentis saxiT, kargad arian
gaTvicnobierebulni adgilobriv pirobebSi,
vidre, vTqvaT, espaneTidan gamogzavnili savaWro agenti;
9 personaluri gayidva ganapirobebs mWidro, personalur kavSirs myidvelTan;
9 personaluri gayidva firmas umartivebs mniSvnelovani sabazro informaciis Segrovebas.
kargad gacnobierebuli adgilobrivi savaWro
warmomadgeneli informaciis saukeTeso wyaroa,
romlis daxmarebiT SesaZlebelia SevimuSavoT
adgilobrivi bazrisTvis axali saqoneli an
srulvyoT arsebuli.
347
gayidvebis stimulireba
reklama da personaluri gayidva, xSirad, mWidrod
TanamSromlobs stimulirebis sxva saSualebasTan, kerZod, gayidvebis stimulirebasTan. gayidvis stimulireba
moicavs moklevadian wamaxalisebel RonisZiebebs, raTa
gvibiZgos produqtisa Tu momsaxurebis yidvisken. maSin,
rodesac reklama da personaluri gayidvebi gvTavazobs
mizezs produqtisa Tu momsaxurebis yidvisaTvis, gayidvis stimulireba gvTavazobs mizezs, raTa viyidoT pirdapir axla.
gayidvis stimulirebis saSualebebs, organizaciaTa
umravlesoba mimarTavs, romelTa Soris arian mwarmoeblebi, distributorebi, sacalo movaWreebi, savaWro asociaciebi da arakomerciuli organizaciebi. gayidvis stimulireba SeiZleba mimarTuli iyos saboloo myidvelebisadmi (momxmarebelTa stimulireba), sacalo da biTumad
movaWreebisadmi (vaWrobis stimulireba), biznesmyidvelebisadmi (biznesis stimulireba) da gayidvebis personalisadmi (gayidvebis personalis stimulireba). dRes, SefuTuli samomxmareblo saqonlis mwarmoel kompaniebSi,
gayidvis stimulireba, saSualod, mTeli marketinguli
danaxarjebis 76%-s moicavs. gayidvis stimulirebis RonisZiebebis swraf zrdas, gansakuTrebiT samomxmareblo
bazarze, ramdenime faqtorma Seuwyo xeli. pirveli kompaniis SigniT produqtis menejerebi ganicdian did zewolas, raTa gazardon mimdinare gayidvebis maCveneblebi.
menejerebi ki stimulirebas ganixilaven, rogorc gayidvebis efeqtian iaraRs. meore kompaniebi sul ufro didi konkurenciis winaSe dgebian. amas Tan erTvis is faqti,
rom konkurenti brendebi naklebad gansxvavdebian erTmaneTisagan. amdenad, kompaniebi iyeneben gayidvis stimulirebas, raTa moaxdinon TavianTi SeTavazebebis diferencireba. mesame reklamis efeqturoba Semcirda mzardi xarjebis, mediaqaosisa da sakanonmdeblo SezRudvebis
gamo. dabolos, momxmareblebi sul ufro metad gaxdnen
348
savaWro garigebebze orientirebulni da sacalo movaWrenic sul ufro xSirad iTxoven savaWro garigebebs mewarmeebisagan.
sazogadoebrivi urTierTobebis roli da zegavlena
sazogadoebriv urTierTobebs sazogadoebis cnobierebaze sakmaod didi zegavlenis moxdena SeuZlia. da es
reklamaze gacilebiT dabali xarjiT aris SesaZlebeli.
kompania ar ixdis fuls media sivrcesa da droSi; sanacvlod, igi fuls uxdis momsaxure personals, informaciis Seqmnasa da gavrcelebaSi da sxvadasxva RonisZiebaTa
marTvaSi. Tu kompania raime saintereso movlenas gegmavs,
igi SeiZleba gaSuqdes sxvadasxva mediis saSualebiT, rasac zustad igive efeqti eqneba, rac reklamas, romelic,
Tavis mxriv, milionobiT dolari Rirs. amavdroulad,
aseTi midgoma reklamaze metad damajerebelia.
ganawileba
saerTaSoris marketingis meoTxe P aris adgili
(Place), romelsac xSirad uwodeben ganawilebasa an distribucias. distribucia saqonlisa da momsaxurebis gadaadgilebaa firmidan momxmareblis xelSi. amasTan kavSirSi firmis winaSe dgas sakiTxTa ori jgufi:
1. saqonlisa da momsaxurebis fizikuri transportireba misi warmoebis adgilidan sxvadasxva bazrebamde, sadac SeiZleba maTi gayidva;
2. bazrebze saqonlis ganawilebis arxebis SerCeva.
sportirebis swrafi meTodebi, rogoricaa sahaero transporti, saavtomobilo gadazidvebi, sazRvao gadazidvebi, sarkinigzo transporti, milsadenebsa da bornebTan
SedarebiT Zviri jdeba. Tumca, transportirebis saSualebebis arCeva gavlenas axdens firmis sasaqonlo materialur maragebis Rirebulebaze, momsaxurebis doneze,
saqonlis Senaxvis efeqtian vadasa da tvirTis dazianebis
albaTobaze misi miwodebisas. magaliTad, saerTaSoriso
aviagadazidvebisTvis damaxasiaTebelia maRali Sefaseba
yvela zemoT CamoTvlili maCveneblebis mixedviT, xolo
sazRvao gadazidvebisTvis piriqiT, Zalzed dabali.
ganvixiloT transportirebis meTodis gavlena
firmis sasaqonlo-materialur maragebsa da momsaxurebis doneze. Tu firma varaudobs neli transportirebis
saSualebebs, maSin gayidvebis donis SenarCuneba gayidvebis adgilas SeuZlia mxolod didi moculobis maragebis
transportirebis xarjze. Tu firma irCevs transportirebis arasaimedo saSualebebs, romlis dros rTulia
prognozireba, konkretulad rodis miitanen saqonlis
partias, mas uwevs gazardos produqtis sarezervo maragi, imisaTvis, raTa Tavi aaridos deficits, rac iwvevs
myidvelebis ukmayofilebas. transportirebis neli saSualebebi aseve zrdian saerTaSoriso SekveTebis drois
cikls (dro, SekveTis momentidan myidvelis mier saqonlis miRebamde) maragebis nebismieri mocemuli donisas.
xangrZlivi cikli amcirebs momsaxurebis dones da SeuZlia ubiZgos SemkveTebs monaxon miwodebis alternatiuli wyaroebi.
transportirebis saSualebebis arCeva damokidebulia saqonlis Senaxvis periodze. malfuWebadi saqonlis gadatana fizikuri an kulturuli mizezebis gamo,
iseTi, rogoricaa yvavilebi da moduri kabebi, Cveulebriv sahaero transportiT xdeba. winaaRmdeg SemTxvevaSi
SesaZlebelia dagviandes. SedarebiT xangZlivi Senaxvis
saqonelis, rogoricaa qvanaxSiri, nedli navTobi, da a.S.
350
saavvtomobilo
gadazidvebi
wylis transporti
eleqtronuli
saSualebebi
upiratesoba
naklovaneba
produqtebis
magaliTebi
usafrTxoeba
saimedooba
siafe
usafrTxoeba
sandooba
xangrZlivoba
avtomobilebi,
xorbali
siZvire
xelmisawvdomoba SezRudulia
tvirTebis mcire gadazidvebi
xangrZlivova
miwodebis arapirdapiri maxasiaTebeli
saiuveliro
nawarmi
wamlebi
universaluri
siafe
siafe
Sesaferisia
msxvilgabaritiani tvirTebisaTis
siswrafe
ar gamoiyeneba
mravali produqtisaTvis
samomxmareblo saqoneli
avtomobili
aveji
informacia
ganawilebis arxebi
saerTaSoriso firmis marketingis menejerebma unda
gansazRvron, ganawilebis ra arxebi unda gamoiyenon TavianTi saqonlis realizaciisaTvis calkeul qveyanaSi.
ZiriTadi arxebi, romelic gamoiyeneba saerTaSoriso
firmebis mier, naCvenebia suraTze. unda avRniSnoT, rom
ganawilebis arxebi SeiZleba Seicades oTx ZiriTad monawiles:
351
352
tniori Mitsubishi-is saxiT, romelmac am iaponur kompaniasTan erToblivi sawarmo Seqmna Tavisi produqtis win wawevisaTis.
sakontrolo kiTxvebi:
1. ra ZiriTadi faqtorebi figurirebs standartizaciasa da adaptacias Soris arCevanis gakeTebisas?
2. ra gavlenas axdens sasaqonlo politikis SemuSavebaze samarTlebrivi, kulturuli da ekonomikuri faqtorebi?
3. ratom aris savaWro niSani (brendi) marketingis mniSvnelovani instrumenti saerTaSoriso biznesSi?
4. raSi mdgomareobs sami ZiriTadi safaso politika?
5. ra problemebs SeiZleba waawydes firma romelic
axorcielebs sabazro safaso politikas?
6. CamoTvaleT ramdenime fundameturi aspeqti, romlis
gaTaliswineba aucilebelia saerTaSoriso biznesSi?
7. ra aris ganawilebis arxi? ra variantebi aqvs saerTaSoriso firmas am arxebis formirebisas?
literatura:
1. gari armstrongi, filip kotleri, marketingis safuZvlebi, me-7 gamocema. avtorizirebuli Targmani inglisurenovani gamocemidan. gamomcemloba Pearson
Education Inc, 2005.
2. ., ., . 4- . /
. . . . . . .: , 2006.
1088 ;
3. : /
. ; . . - . , . ..
356
- . , . .. . 5- .,
. . : , 2008. 688 ;
4. ., ., . . - :
, 2004;
5. Alan M. Rugman, Thomas L. Brewer. The Oxford Handbook of
International Business;
6. B. Cullen, K. Praveen, Parboteeah. International business : strategy
and the multinational company;
357
Tavi XII
saerTaSoriso operaciaTa
menejmenti
Sesaswavli sakiTxebi:
1. saerTaSoriso operaciaTa menejmentis buneba;
2. saerTaSoriso operaciaTa menejmentis strategiuli
aspeqtebi;
3. saerTaSoriso operaciaTa menejmentis sirTuleebi;
4. miwodebis jaWvis marTva da warmoebis vertikaluri
integracia;
5. sawarmoo simZlavrebis ganTavsebis adgili;
6. saerTaSoriso logistika da maragebis marTva;
7. efeqtianobis marTva saerTaSoriso kompaniaSi;
8. xarisxis marTva saerTaSoriso kompaniaSi.
bi: resursebis SeZena, kompaniis adgilmdebareobis gansazRvra, logistika da materialuri resursebis marTva.
o resursebis SeZena warmoadgens urTierTdakavSirebuli moqmedebebis erTobliobas, romlebmac unda
uzrunvelyon kompania saqonlisa da momsaxurebis
warmoebisaTvis aucilebeli resursebiT.
o kompaniis adgilmdebareobis gansazRvra saerTaSoriso masStabebiT biznes saqmianobis ganxorcielebisas gansakuTrebuli mniSvneloba kompaniis adgilmdebareobis arCevas eniWeba. kompaniebi saqmianobis
dawyebamde wyveten, Tu sad unda ganalagon TavianTi
sawarmoo simZlavreebi da ra pirobebSi mouwevT maT
funqcionireba.
o logistika da materialuri resursebis marTva
Tanamedrove biznesSi logistikisa da materialuri
resursebis marTvis gareSe warmatebis miRweva SeuZlebelia. logistika da materialuri resursebis marTva warmoadgens biznesis materialur-teqnikuri uzrunvelyofis marTvis Teoriisa da praqtikis mecnieruli swavlebas, rac xels uwyobs kompaniaSi resursebis nakadebis efeqtian marTvas. logistikisa da materialuri resursebis marTvis sistema mniSvnelovnad
ganapirobebs kompaniebis saerTo strategias da taqtikas.
saerTaSoriso kompaniaSi maRal doneze SemuSavebuli da marTvadi operaciuli sistemebi mniSvnelovanwilad ganapirobeben saqonlisa da momsaxurebis xarisxs da
kompaniis mwarmoeblurobis dones. saerTaSoriso kompaniis operaciaTa menejmentis sistemis efeqtian funqcionirebaze bevrad aris damokidebuli, Tu rogor gardaiqmneba kompaniaSi Semosuli sxvadasxva saxis resursi saqonelad da momsaxurebad. saerTaSoriso operaciaTa menejmentis procesis struqtura warmodgenilia #1 sqemaze.
359
. , . , , /,
2006, c 843
360
364
navia, rom warmoebis an Sesyidvis Sesaxeb arCevanis gakeTebas mosdevs sxva gadawyvetilebebis miReba. magaliTad,
produqciis warmoebisaTvis saWiro sxvadasxva komponentebis Sesyidvis Sesaxeb gadawyvetileba, maTi sakuTari ZalebiT damzadebis nacvlad, kompaniebs karnaxobs mimwodeblebTan grZelvadian da moklevadian urTierTobebs
Soris aucilebeli arCevanis gakeTebas. produqciis warmoebisaTvis saWiro sxvadasxva komponentebis Sesyidvis
nacvlad maTi sakuTari resursebiT damzadebis Sesaxeb gadawyvetileba Riad tovebs sakiTxs imis Sesaxeb, Tu, saxeldobr, rogor ganxorcieldeba warmoeba: damoukideblad
Tu sxvebTan partrniorobiT? Tu partniorobis arCeva
xdeba, Cndeba Semdegi SekiTxva: kontrolis ra meqnizmebsa
da dones iTxovs partniori warmoebis procesSi CarTvis
sanacvlod? da a.S.
kompaniis mier warmoebis an Sesyidvis Sesaxeb gadawyvetilebaze zegavlenis moxdena SeuZlia warmoebis moculobas, saqmianobis masStabebs, teqnologiur gamocdilebas, warmoebuli produqciis bunebas. magaliTad, msxvili
kompaniebisaTvis advilia produqciis damzadebisaTvis
saWiro makompleqtebeli nawilebis warmoebaSi masStabis
efeqtis miRweva, amitom didia albaToba imisa, rom iseTma
didma avtomwarmoeblebma, rogorebic arian General Motors
(GM) da Fiat, TavianTi manqanebisTvis makompleqtebeli nawilebi Tavad daamzadon, maSin, rodesac SedarebiT mcire
masStabis avtomwarmoeblebi, rogoricaa Saab da Seat, ufro meti albaTobiT Seisyidian makompleqtebel nawilebs
sxva mimwodeblebisgan. SedarebiT axali da rTuli teqnologiebis, rogoricaa: Tanamgzavruli navigaciis sistemebi, usadeno fiWuri telefonebi da a.S. SeZena xSirad xorcieldeba sxva momwodeblebisagan, xolo ufro standartuli da SedarebiT martivi teqnologiuri mowyobilobebis, magaliTad, samuxruWe sistemebis, radiomimRebebis da
a.S. warmoeba xorcieldeba damoukidebelad kompaniis
xelT arsebuli resursebis saSualebiT. warmoebis an Ses368
369
370
kompaniis mier warmoebis makompleqtebeli nawilebis warmoebis an Sesyidvis Sesaxeb gadawyevtilebis miRebaze, garda kompaniis strategiuli aspeqtebisa, SeiZleba
asaxva hpovos sxva faqtorebmac. saerTaSoriso kompaniebs, Cveulebriv, uxdebaT kompromisis gakeTeba danaxarjebs, kontrols, riskebs, investiciebsa da moqnilobas
Soris.
o kontroli kompaniisaTvis makompleqtebeli komponentis damoukideblad damzadeba xelsayrelia, radgan am SemTxvevaSi Zlierdeba kompaniis kontroli
produqciis xarisxze, nedleulis miwodebis grafikebze, produqciis konstruqciebSi cvlilebebsa da
danaxarjebze. kompania, romelic makompleqtebel nawilebs iZens ucxo mimwodeblebisagan, SeiZleba am organizaciebze metismetad damokidebuli aRmoCndes.
Tu mimwodebeli gava biznesidan, maRla awevs fasebs an
daiwyebs dabalxarisxiani produqciis gamoSvebas,
firma darCeba miwodebis wyaros gareSe, rac gamoiwvevs danaxarjebis zrdas an xarisxis gauaresebis
problemebs. garda amisa, kontrolis meqanizmebis Sesusteba SeiZleba gamoiwvios mimwodeblebTan saxelSekrulebo urTierTobaTa saTanado doneze regulirebam. ucxoel mimwodeblebTan dakavSirebul SemTxvevaSi saxelSekrulebo urTierTobebis mowesrigebam qveynebis sakanonmdeblo sistemaTa gansxvavebulobis gamo SeiZleba moiTxovos damatebiTi xarjebis
gaweva. magaliTad, Tu calkeul qveyanaSi inteleqtualuri sakuTreba kanoniT sustad aris daculi, iseTma firmebma, rogorebicaa Sony Records da BMG, SeiZleba adgilobriv gamomcemlebs uari ganucxadon TavianTi kompaqt-diskebisa da video-kasetebis tiraJebze am
qveynebSi.
o riski sxva mimwodeblebisgan makompleqtebeli nawilebis Sesyidva xelsayrelia maSin, rodesac am nabijiT kompania amcirebs finansur da operaciul ris371
kebs. magaliTad, kompania BP Amoco-s gaaCnia riski, romelic dakavSirebulia mis navTobmompovebel platformebTan, milsadenebTan da miwodebaTa jaWvis yvela danarCen stadiasTan. Tuki BP Amoco ubralod Seisyidida sxva firmebidan nedl navTobs, mas ar mouxdeboda WaburRilis muSaobisas mosalodneli riskebis sakuTar Tavze aReba. moixsneboda aseve mocemul
aqtivebSi investiciebidan adekvaturi mogebis miRebis problemac. saerTaSoriso kompaniebi gadawyvetilebis miRebisas gansakuTrebul yuradRebas politikur riskebs aniWeben, radgan politika da biznesi erTmaneTTan mWidro kavSirSia. magaliTad, 1951 wels
iranis axalma xelisuflebam qveyanaSi moaxdina BP-is
qonebis konfiskacia. saerTaSoriso kompaniebsa da resursebis mimwodeblebs Soris mowesrigebuli urTierTobebi mniSvnelovania, rogorc am kompaniebisaTvis, aseve, maTi produqciis momxmareblebisTvis. produqciis mwarmoeblebi damokidebuli arian resursebis mimwodeblebze, radgan resursebis mimwodeblebma
unda uzrunvelyon isini produqciis warmoebisaTvis
saWiro maRalxarisxiani resursebiT, xolo Tavad resursebis mimwodeblebi damokidebuli arian im kompaniebze, romlebic maT resursebs moixmaren da Sesabamisad maTTvis Semosavlebis wyaros warmoadgenen. saerTaSoriso kompaniebsa da resursebis mimwodeblebs
Soris arsebuli urTierTobebis buneba sxvadasxva
qveyanaSi gansxvavebulia da damokidebulia am qveynis
warmoebis sakiTxebisadmi midgomis Taviseburebebze.
ganvixiloT manqanaTmSeneblobis sawarmos ori magaliTi: aSS-sa da iaponiaSi. rodesac amerikuli kompania fordi amzadebda Tavisi erT-erTi popularuli
modelis `Taurus~-is axal versias, man gadawyvita gamoeyenebina mimwodeblebTan urTierTobis marTvisadmi
iaponuri midgoma. kerZod, kompanias surda, rom mimwodebels sakuTar Tavze aeRo valdebulebebi _ da372
bal fasad miewodebina warmoebisaTvis saWiro makompleqtebeli nawilebi. magram `Taurus~-is proeqtze momuSave pasuxismgebeli menejerebi naklebad endobodnen mimwodeblebs, radganac maT uyurebdnen rogorc
metoqeebs da ara rogorc partniorebs. es damokidebuleba gamovlinda mimwodeblebTan kompaniis urTierTobebis mraval aspeqtSi. Sedegad maT Soris Camoyalibda iseTi daZabuli urTierToba, sadac TiToeuli
mxare mxolod xelSekrulebiT gaTvaliswinebuli
valdebulebebis SesrulebiT iyo dakavebuli. xolo
iaponuri kompania Toyota, Fordsgan gansxvavebiT, mWidrod integrirebulia ojaxuri tipis biznes jguf
Keiretsu-Si, sadac mimwodeblebi da gasaRebis arxebi
organizebulia dargSi Zlieri mwarmoeblis garSemo.
Keiretsu-s meSveobiT kompania Toyota-am SeZlo gamxdariyo yvelaze efeqtiani avtomwarmoebeli msoflioSi.
1997 wels, rodesac daiwva samuxruWe makompleqtebeli detalebis erTaderTi mimwodebeli Aisin Seiki Co-s
qarxana, am jgufSi gaerTianebulma sxva mimwodeblebma yvelaferi iRones, raTa ar gaCerebuliyo Toyota-s
saavtomobilo xazi, riTac Tavadac dazaraldebodnen49.
investiciebi gare mimwodeblebisagan sxvadasxva saxis resursebis Sesyidva saerTaSoriso kompaniebs
mTel rig SemTxvevebSi Tavidan acilebs axali teqnologiebis, axali qarxnebis an momuSaveTa specialuri
momzadebis xarjebs da saSualebas aZlevs gamoaTavisuflon garkveuli kapitali. magaliTad, kompania
Honda-s ohaios StatSi ganlagebul avtoqarxanaSi avtomobilebze gazrdili moTxovnis gamo, mouwia gamoSvebis moculobis zrda, ramac saWiro gaxada dama-
49
J.H. Dyer, K. Nobeoka, Creating and Managing a High-Performance Knowled goSharing Network: The Toyota Case. Strategic Management Journal (March 2000), pp.
345-368.
373
374
tebiT saqare minebis miwodebis gazrda. Honda-m, nacvlad imisa, rom Tavad ewarmoebina saqare minebi, daarwmuna adgilobrivi momwodebeli korporacia Donnelly,
damatebiT aego saqare minebis mwarmoebeli axali qarxana, riTac kompania Honda-m, erTi mxriv, miiRo miwodebis moxerxebuli da saimedo wyaro, xolo meore
mxriv, dazoga is Tanxa, romelic unda daebandebina
axali warmoebis danergvaSi. rasakvirvelia, kompania
Honda-m aseTi gadawyvetilebis miRebiT faqtobrivad
uari Tqva mogebaze, romelic SeiZleboda mieRo avtomobilebis minebis warmoebiT korporacia Donnellys
sasargeblod, Tumca samagierod dazoga gacilebiT
meti Tanxa. kompania Honda-m dado ra partrnioruli
SeTanxmeba korporacia Donnelly-Tan saqare minebis miwodebis Sesaxeb, Tavidan aicila damatebiTi xarjebi,
romelic, aseve, unda gaewia personalisaTvis avtomobilis minebis konstruirebisa da warmoebis gamocdilebis Seswavlaze. gansxvavebiT kompania Honda-gan,
kompania BP-s menejerebs moeTxovebaT mravalmxrivi
codna da gamocdileba, raTa srulad gamoiyenon kompaniis vertikalurad integrirebuli warmoebis sistemis globaluri operaciebis upiratesobebi.
moqniloba kompania yidulobs ra makompleqtebel
nawilebs sxvadasxva mimwodeblebisagan, nacvlad misi
warmoebisa, inarCunebs garkveul moqnilobas im TvalsazrisiT, rom mas SeuZlia garemoebebis cvlilebebis
Sesabamisad moaxdinos mimwodeblebis Canacvleba. es
gansakuTrebiT xelsayrelia iseT situaciebSi, rodesac adgili aqvs teqnologiebis swraf ganviTarebas,
sxvadasxva qveynebis valutis kursebis meryeobas, resursebis fasebis swraf zrdasa da a.S. magaliTad, personaluri kompiuterebis mwarmoebel kompaniaTa umravlesoba upiratesobas aniWebs ucxo mimwodeblebisagan xisti diskebis, DVD-is wakiTxvis mowyobilobebisa da mikroprocesorebis SeZenas. am nabijiT isini
375
378
ore mxriv, rodesac kompania calsaxad dainteresebulia ara produqciis maRali xarisxiT, aramed dabali
danaxarjebis miRweviT, maSin mas SeuZlia sawinaaRmdego arCevanis gakeTebac.
momxmareblebTan pirdapiri kavSirebis SesaZlebloba sawarmoo simZlavreebis ganTavsebis Sesaxeb
kompaniis gadawyvetilebaze gavlenas axdens produqciis momxmareblebTan pirdapiri kavSirebis damyarebis SesaZleblobebis arseboba. kompaniebi, romlebsac
sWirdebaT pirdapiri kavSirebis damyareba konkretuli saqonlisa d momsaxurebis momxmareblebTan, cdiloben am produqciis sawarmoeblad simZlavreebi ganalagon uSualod momxmareblebis, anu saboloo gayidvebis adgilebis siaxloves. magaliTad, aSS-Si msubuqi mrewvelobis seqtorSi dominirebs azri, rom sxva
Tanabar pirobebSi, rac ufro popularobiT sargeblobs produqcia, miT ufro unda moxdes misi warmoeba
saboloo gayidvebis adgilis siaxloves, raTa mwarmoebelma SeZlos sabazro tendenciebze swrafi reagireba. yoveli sezonis dasawyisSi cnobili univermaRebis
Macys, Nordstroms da Saks Fifth Avenue qalTa sportuli
tansacmlis Sesyidvebis menejerebi yuradRebiT adevneben Tval-yurs, Tu romeli saxeobis produqciazea
gansakuTrebiT didi moTxovna, Sesabamisad, qmnian am
saxeobis produqciis sezonur maragebs, radganac aseTi `sezonebi~, mxolod ori-sami TviT grZeldeba da
amave dros kompaniebs uWirT zusti prognozis gakeTeba, Tu ras SeiZenen danarCeni momxmareblebi. aSS-Si
ganTavsebuli mwarmoeblebisaTvis ufro advilia aqcenti gaakeTon swored moduri sportuli tansacmlis warmoebaze, vidre taivanuri an indoneziuri
kompaniebisaTvis. Sesabamisad, produqcia, romelic
ar miekuTvneba modurs, misi warmoeba ZiriTadad xorcieldeba aSS-is farglebs gareT, iq, sadac warmoebis
xarjebi minimaluria.
380
mTavrobam The Walt Disney Company-s dabal fasad mihyida parizis maxloblad mdebare teritoria disneilendis mSeneblobisTvis. aSS-is mTavrobam misisipis
StatSi Nissan-is 800 milioniani qarxnis mSeneblobisaTvis iaponur kompanias stimulirebis mizniT 295
mln aSS. dolari SesTavaza.
Tavisufali ekonomikuri zona erovnuli ekonomikuri sivrcis gancalkevebul nawils warmoadgens, sadac,
gansxvavebiT qveynis danarCeni teritoriisa vrceldeba sxvadasxva saxis SeRavaTebi da stimulebi. ganasxvaveben Tavisufali ekonomikuri zonebis sxvadasxva
modifikaciebs: sabaJo, savaWro, samrewvelo-sawarmoo, samecniero-teqnikuri da servisuli zonebi. Tavisufali sabaJo zona gulisxmobs tranzituli, konsignaciuri da sxva tipis Tavisufali sawyobebis arsebobas, romelSic saqoneli qveyanaSi moqmedi kanonmdeblosagan gansxvavebul reJimSi daibegreba. Tavisufali savaWro zona warmoadgens SezRuduli teritoris mqone ubans, sadac sxvadasxva savaWro operaciebi SeRavaTian reJimSi xorcieldeba. aseTi tipis zonebs miekuTvneba e.w. ,,Duty Free~-is tipis maRaziebi da
saxelmwifoTaSorisi SeTanxmebebi konkretul teritoriaze SeRavaTian reJimSi vaWrobis Sesaxeb. samrewvelo-sawarmoo zona eqsportisaTvis da importisaTvis gankuTvnili produqciis warmoebis stimulirebis
mizniT iqmneba. samecniero-teqnikuri zona orientirebulia auxlesi teqnologiebis ganviTarebasa da
mecnierebatevadi produqciis warmoebaze. rogorc
wesi, aq Tavmoyrilia mniSvnelovani samecniero-teqnikuri da sainJinro potenciali, magaliTad e.w. `silikonis velSi~. servisuli momsaxurebis zona gulisxmobs sxvadasxva saxis momsaxurebaze SeRavaTiani reJimebis dawesebas. kompanias SeuZlia, Tavisi specifikuri miznebidan gamomdinare, ganaTavsos sawarmoo
simZlavreebi romelime Tavisufal zonaSi. magaliTad,
litikaze. operaciaTa menejeris winaSe arsebul amocanebs Soris erT-erTi mniSvnelovani amocanaa sawarmos maragebis marTva. operaciaTa menejerebma unda
uzrunvelyon mza produqciis da/an masalebis maragebis SenarCunebaze saWiro danaxarjebis da maragebis
mosalodneli danakargebis dabalanseba. maragebis SenarCunebis danaxarjebs miekuTvneba: maragebis Senaxvis xarjebi, da maragebis dazianebis, gafuWebis an dakargvis xarjebi. maragebis done, romelic unda SeinarCunos kompaniam, damokidebulia sawarmoo simZlavreebis mdebareobaze, radgan sxvadasxva manZilze saWiro
masalebis miwodeba gansxavavebul dros moiTxovs. magaliTad, Tu kompania Wal-Mart yidulobs televizorebs taivanSi, aSS-is bazarze gasayidad, maSin am saqonlis maragebis moculoba iqneba ufro meti, vidre igive
televizorebis SeZena meqsikaSi rom momxdariyo. sawarmoo simZlavreebis ganTavseba gansakuTrebul mniSvnelobas iZens maSin, rodesac kompaniaSi gamoiyeneba
maragebis marTvis sistema just-in-time (JIT, ,,zustad droSi~). aseTi midgomis dros kompaniis mimwodeblebi TavianTi produqciis miwodebas axdenen uSualod sawarmoo centrSi, rogorc wesi, xSiri da mcire partiebiT,
romelic zustad Seesabameba sawarmoo moTxovnaTa moculobas. JIT sistema moiTxovs kompaniasa da mis Siga
da gare mimwodeblebs Soris urTierTobebis maRal
doneze koordinacias. grZelvadiani dakveTebis SemTxvevaSi mimwodeblebi cdiloben TavianTi sawarmoo
simZlavreebi ganaTavson momxmarebelTan axlos, raTa
zedmeti xarjebis gareSe daakmayofilon miwodebis raodenoba da vadebi. magaliTad, saavtomobilo detalebis mravali mwarmoebeli, rogorebic arian TRW Steering
Systems, Eagle-Picher da Rbseal, ganTavsebulia uelsSi inglisis centraluri nawilisgan dasavleTiT, raTa
ukeT moemsaxuron iseT msxvil SemkveTebs, rogorebic
arian Jaguar da Range Rover.
383
ulad ramdenime saxis satransporto saSualebis Tanmimdevrul (kombinirebul) gamoyenebas gulisxmobs. qarTuli kanonmdeblobiT multimodaluri gadazidva aris
,,gadazidvebi, romlebic xorcieldeba erTi gadazidvis
xelSekrulebis safuZvelze, aranakleb ori saxeobis satransporto saSualebaTa da erTiani satransporto dokumentiT (gadazidvebi erTmaneTis mimdevari gadamzidvelebis mier)~50. multimodaluri gadazidvebi gamoirCeva
rigi upiratesobebiT, kerZod: mcirdeba gadazidvis dro
da tvirTis dakargvis an dazianebis riski; mcirdeba gadazidvebisas saWiro dokumentaciisa da formalobebis
ricxvi; izrdeba kompaniebis konkurentunarianoba saerTaSoriso bazrebze da sxva. multimodaluri gadazidvebis efeqtianoba gansakuTrebiT izrdeba sakonteinero
gadazidvebis gamoyenebis dros. sakonteinero gadazidvebi maRali efeqtianobis gamo faqtobrivad Seucvlelia
tvirTebis transkontinenturi gadazi-dvebis ganxorcielebisas. misi gamoyeneba saSualebas iZleva Semcirdes
tvirTebis gadazidvasTan, Senaxvasa da tranzitTan dakavSirebuli xarjebi. magaliTad, sazRvao transportiT
sakonteinero gadazidvebi importiori da eqsportiori
qveynebisTvis tvirTbrunvis mniSvnelovan nawils Seadgens da faqtobrivad Seucvlelia aziisa da amerikis qveynebidan sxva kontinentebze (an piriqiT) tvirTebis gadazidvisas51. mesame maragebis saerTaSoriso marTvis samarTlebrivi garemo gacilebiT rTulia, vidre maragebis
Siga marTvis samarTlebrivi garemo. qveynebis umravlesoba Siga satransporto sistemebis funqcionirebas aregulirebs mravali komponentiT, maT Soris: gadazidvis
tarifebi, usafrTxoebis normebi, satranzito moTxovnebi da a.S. rodesac maragebis miwodeba xdeba ramdenime
qveynis teritoriis gavliT, saWiroa am qveynebSi moqmedi
50
saqarTvelos kanoni ,,saqarTvelos sarkinigzo kodeqsi~, muxli2,
punqti f, Tb., 2002 w.
51
http://wex.ge/ - gadamzidavi kompania
385
tvirTebis transportirebis yvela normebis dacva. magaliTad, 1975 wlis 5 ivliss Sveicariis qalaq JenevaSi xelmowerili iqna `tvirTebis saerTaSoriso gadazidvebis
konvencia~, romelic gamoiyeneba ,,satransporto saSualebebiT tvirTebis fasiani (anazRaurebadi) sagzao gadazidvebis Sesaxeb nebismieri xelSekrulebis mimarT, rodesac tvirTis miRebisa da mitanis adgilebi, romlebic
miTiTebulia xelSekrulebaSi, mdebareobs or sxvadasxva
qveyanaSi, romelTagan erT-erTi mainc am konvenciis monawilea, miuxedavad xelSekrulebis registraciis adgilis da erovnulobisa~52. aRniSnul konvencias saqarTvelo 1999 wels miuerTda (saqarTvelos parlamentis 1999
wlis 22 ivlisis # 2289 dadgenileba). 1972 wels miRebuli iqna `konteinerebTan dakavSirebuli sabaJo konvencia~, romelic gamoxatavs konvenciis xelmomweri mxareebis survils gaafarToon da Seamsubuqon saerTaSoriso
sakonteinero gadazidvebi. aRniSnuli konvencias saqarTvelo 1999 wels miuerTda (saqarTvelos parlamentis
1999 wlis 16 aprilis # 1907 dadgenileba). 1998 wlis seqtemberSi azerbaijanis respublikis q. baqoSi azerbaijanis, moldovas, somxeTis, rumineTis, bulgareTis, tajikeTis, saqarTvelos, TurqeTis, yazaxeTis, uzbekeTis,
yirgizeTis da ukrainis mier xeli moewera SeTanxmebas ,,TRACECs derefanSi multimo-daluri gadazidvebis ganviTarebis Sesaxeb. aRniSnuli SeTanxmeba ,,aregulirebs urTierTobas satransporto organizaciebs,
multimodaluri gadazidvebis opera-torebs, tvirTgamgzavnebs, tvirTmimRebebs, sxva fizikur da iuridiul pirebs Soris, romlebic multimodaluri gadazidvebis
Sesrulebis dros tvirTmflobelis saxeliT gamodian,
gansazRvravs gadazidvis TiToeuli monawilis uflebebs,
52
www.parliament.ge saqarTvelos parlamenti, tvirTebis saerTaSoriso sagzao gadazidvebis konvencia, muxli 1, Jeneva 1975 wlis 5 ivlisi.
386
387
nologiuri miRwevebis drouli gamoyenebis SesaZleblobebs, rac kompaniebs saSualebas aZlevs gazardos mwarmoebluroba da gaaumjobesos momxmarebelTa momsaxurebis
xarisxi. kompaniebSi, romlebic agresiulad iyeneben axal
novatorul sainformacio teqnologiebs, zrdian sawarmoo operaciebis efeqtianobas, kerZod danaxarjebis
ekonomiam SeiZleba miaRwios udides masStabs. magaliTad,
koncerni Volkswagen Tvlis, rom yvela Siga da gare tranzaqciaSi monacemTa eleqtronuli gacvlis sistemis danergva saSualebas miscems mas 1%-iT Seamciros saerTo
xarjebi.
Tanamedrove sainformacio teqnologiebis saSualebiT kompaniebs saSualeba eZleva gaanalizon miwodebis mTeli jaWvi da ara mxolod misi calkeuli elementi
da akontrolon kompaniis produqtiulobisa da efeqtianobis amaRlebis SesaZlo gzebi. magaliTad, sainformacio teqnologiebis sistema ,,Kay Bee~ Toy Stores-Si Tvalyurs adevnebs gayidvaTa moculobas kompaniis 1300 sacalo maRaziaSi da maragTa odenobebs mis gamanawilebel
centrebSi. rodesac popularuli saqonlis ,,Sony
Playstation 2~ maragi ileva, sistema avtomaturad agzavnis
Setyobinebas maragebis gamanawilebel centrSi da avtomaturad egzavneba SekveTa mwarmoeblebs. sainformacio
teqnologiebis SemoqmedebiTi gamoyenebis wyalobiT kompaniebi zrdian ara marto mwarmoeblurobas, aramed myidvelTa dakmayofilebis donesac. sainformacio teqnologiebis gamoyenebas gaaCnia sxva upiratesobebic. investiciebi sainformacio teqnologiebSi SeiZleba gamovides
sasawyobe farTobebisa da maragebis gazrdisaTvis saWiro investiciebis alternativebis saxiT. es ra Tqma, unda
amcirebs kompaniis kapitalur danaxarjebs da zrdis aqtivebis ukugebas. garda amisa, sainformacio teqnologiebi exmareba kompaniebs Tval-yuri adevnon dasaxuli
strategiuli miznebis miRwevis procesebs.
389
390
baze, axali teqnologiebis danergvaze, calkeuli sawarmoo operaciebis avtomatizaciasa da muSakebis gadamzadebaze. am kuTxiT msoflioSi gansakuTrebul warmatebebs iaponurma kompaniebma miaRwies. isini warmatebiT
iyeneben maragebisa da warmoebis marTvis Tanamedrove
sistemebs, mudmivad axorcieleben kapitalur dabandebebs inovaciur teqnologiebSi, rac xels uwyobs kompaniis efeqtianobis amaRlebas. sawarmoo operaciebis srulyofas amerikuli kompaniebic gansakuTrebul yuradRebas aqceven. magaliTad, Tu adre kompania General Electric-s
sWirdeboda sami kvira imisTvis, rom Seesrulebina SekveTa samrewvelo daniSnulebis eleqtrogamomrTveli avtomatebis damzadebaze, dReisaTvis igi aseT SekveTas
axali teqnologiebis danergvis xarjze mxolod sam dRes
andomebs.
dabolos, kompaniis efeqtianobaze did gavlenas axdens personalis motivaciis zrda. dasaqmebuli muSakebis motivaciis gazrda Cveulebriv mravali xerxiT xorcieldeba. gansakuTrebiT xSirad kompaniebi iyeneben muSakebis marTvaSi CarTvisa da gunduris marTvis principebs. rodesac kompaniis menejerebi marTvis procesSi
rTaven kompaniaSi dasaqmebul muSakebs, izrdeba maTi motivaciis done, rac xels uwyobs kompaniis miznebis ganxorcielebas. gunduri marTvis gamoyeneba kompaniebs saSualebas aZlevs Seiqmnas calkeuli TviTregulirebadi
gundebi, romlebsac garkveuli damoukidebloba eniWebaT avtonomiuri gadawyvetilebebis miRebis dros. gunduri marTvis principebi pirvelad gamoyenebul iqna SevedeTsa da didi britaneTSi, xolo Semdeg am meTodma
srulyofa ganicada iaponuri marTvis sistemaSi da dReisaTvis aqtiurad gamoiyeneba mTel msoflioSi. magaliTad, rodesac aviakompania Lufthansa-m aRmoaCina, rom zednadebi xarjebi imdenad didi iyo, rom kompaniis konkurentuanarianobis SenarCuneba faqtobrivad SeuZlebeli
iqneboda, gadawyvita xelfasebi Seemcirebina mxolod
392
germaneli muSakebisaTvis, Tumca am saqmeSi xelis SemSlel faqtorad adgilobrivi profkavSiris ori organizacia uSlida xels. amitom kompaniam daiwyo intensiuri
Sexvedrebi profkavSirebis warmomadgenlebTan da maTTan erTad SeimuSava Sromis anazRaurebis Semcirebis
efeqtiani gzebi germaneli muSakebisaTvis, rac ar gulisxmobda muSakebis intensiur daTxovnas. erToblivi Zalisxmeva mimarTul iqna mxolod zedmeti Sromis likvidaciisa da personalis pensiaze daCqarebulad gasvlis
meqanizmebis gamoyenebiT personalis raodenobis Semcirebisaken.
kompaniis
xarisxis
totaluri
marTvis
strategia
personalis
CarTva xarisxis
marTvaSi
maRalxarisxiani
masalebi da
nedleuli
Tanamedrove
teqnologiebi
Sromis
organizaciis
efeqtiani
meTodebi
. , . , M , /,
2006, c 869.
396
kompaniam saerTod ar awarmoos produqcia, vidre awarmoos iqnes cudi xarisxis produqcia, rac mniSvnelovnad
zrdis kompaniis xarjebs da anadgurebs kompaniis imijs.
maRalxarisxiani masalebisa da nedleulis gadamuSavebas
sWirdeba Tanamedrove teqnologiebis gamoyeneba, raTa
miRweul iqnes warmoebuli saqonlisa da momsaxurebis maRali xarisxi. saerTaSoriso kompaniebi yovelTvis mzad
unda iyvnen fuli daabandon Tanamedrove teqnologiebSi,
raTa gazardon TavianTi operaciebis efeqtianoba da miiRon maRalxarisxiani produqcia. kompaniebma unda uzrunvelyon aseve Sromis organizaciis efeqtiani meTodebis gamoyeneba, rac amaRlebs dasaqmebulebis Sromis nayofierebas da xels uwyobs maRalxarisxiani produqciis
warmoebas.
kompaniebi xarisxis sruli marTvis sistemis farglebSi iyeneben xarisxis kontrolis statistikur da
benCmarkingis meTods.
produqciis xarisxis statistikuri kontrolis meTodis mizania gamoiricxos produqciis xarisxis SemTxveviTi cvlilebebi, ganisazRvros xarisxis miznobrivi
done, dadgindes gadaxraTa misaRebi diapazoni da ganxorcieldes dadgenili normebisadmi produqciis xarisxis Sesabamisobis uzrunvelyofa.
benCmarkingi aris marTvis meTodi, romelic mimarTulia produqciis xarisxis gaumjobesebisa da konkurentuli upiratesobis mopovebisaken. benCmarkingis
dros konkurentuli dazvervis gamoyenebiT legalurad
Seiswavleba winaswar SerCeuli konkurentis saqmianoba,
produqciis xarisxi da xdeba am gamocdilebis gaTvaliswineba kompaniis Semdgom saqmianobaSi. benCmarkingis ganxorcielebis ZiriTadi etapebia: 1) kompaniis gaumjobesebis procesebisa da funqciebis gansazRvra; 2) saukeTeso
kompaniebis gansazRvra; 3) kompaniis maCveneblebis Sefaseba; 4) sxva kompaniebis maCveneblebis Sefaseba; 5) miRebuli informaciis gamoyeneba kompaniis mdgomareobis gasa397
sakontrolo kiTxvebi:
1. rogor axdens gavlenas firmis korporaciuli strategia mis operaciul menejmentze?
2. riT gansxvavdebian erTmaneTisgan momsaxurebaTa operaciuli menejmenti da sawarmoo menejmenti?
3. ra igulisxmeba mowodebis jaWvis marTvis qveS? ra
aris vertikaluri integracia?
4. romeli ZiriTadi faqtorebi unda ganixilos firmam sawarmoo simZlavreebis ganTavsebis adgilis arCevisas?
5. ratomaa mniSvnelovani organizaciebisTvis efeqtianobis marTva?
6. rogor aris urTierTdakavSirebuli firmis strategia da misi operaciuli menejmenti?
398
literatura:
1. .,. , M , /
, 2006;
2. , . . , . . , ,
2-, , 2001;
3. Dr. Oded Shenkar, Dr. Yadong Luo, Sage Publikation, Second
Edition, California, 2007;
4. http://www.internationalbusinessdirectory.com/
399
Tavi XIII
saerTaSoriso biznesis finansuri
garemo
Sesaswavli sakiTxebi:
1.
2.
3.
401
oqros standarti. oqros monetebis gamoyenebam sagadasaxado saSualebebis formiT uZveles droSi gamoiwvia saerTaSoriso savaluto sistemis warmoqmna, romelic cnobilia `oqros standartis~ saxelwodebiT. oqros
standartis (gold standart) Sesabamisad, qveynebi Tanxmdebian TavianTi qaRaldis fuli gayidon (gacvalon) oqroze nebismieri kerZo piris an kompaniis moTxovnis Sesabamisad. didi britaneTi iyo pirveli qveyana, romelmac
1821 wels SemoiRo oqros standarti. me-XIX saukunis ganmavlobaSi oqros standarti SemoiRo praqtikulad yvela
msxvilma saxelmwifom, romelic axorcielebda vaWrobas,
maT Soris, ruseTma, avstria-ungreTma, safrangeTma, germaniam, amerikis SeerTebulma Statebma.
oqros standartis dawesebis Sedegad praqtikulad
ganxorcielda fiqsirebuli savaluto kursis formireba.
savaluto kursi (exchange rate) aris erTi qveynis valutis fasi, gamoxatuli meore qveynis valutaSi. fiqsirebuli savaluto kursi (fixed exchange rate) niSnavs, rom
mocemuli valutis fasi sxva valutebTan mimarTebaSi ar
icvleba. oqros standartis gamoyenebam gamoiwvia fiqsirebuli savaluto kursis warmoSoba, ramdenadac TiToeul qveyanaSi fulis erTeulis Rirebuleba mibmuli
(regged) iyo oqros ekvivalentTan. magaliTad, did britaneTSi oficialurad iyo uzrunvelyofili erTi uncia
oqros yidva an gayidva 4,247 funt sterlingad. es ricxvi
ki warmoadgenda funti sterlingis oficialur oqros
ekvivalents. aSS-Si miRweul iqna SeTanxmeba uncia oqros
nominaluri RirebulebiT yidva-gayidvis Sesaxeb, rac Seadgenda 20,67 dolars. amrigad, orive qveynis fulis erTeulis gacvla Tavisuflad iyo SesaZlebeli erTi da
igive oqros raodenobaze Semdegi TanafardobiT: 4,247
funti sterlingi=oqros erT uncias=20,67 dolars. amrigad, dadginda fiqsirebuli gacvliTi kursi funt
sterlingsa da dolars Soris: 1 funti sterlingi=4,867
dolars (anu 20,67 dolari/4,247 funt sterlingi).
402
403
gariSebs iyenebdnen valutis saerTaSoriso rezervis saxiT. sxva qveynebma TavianTi valuta miabes aSS dolars an
frangul franks. saerTaSoriso savaluto sistemis harmoniuloba daiwyo TandaTanobiT imis mixedviT, Tu rogor daiwyo zogierTma qveyanam (maT Soris, aSS, safrangeTi, didi britaneTi, belgia, latvia, niderlandebi, Sveicaria da italia) erovnuli valutis devalvacia samamulo warmoebis saqonlis konkurentunarianobis amaRlebis mizniT. erovnuli valutis oficialuri kursis xelovnuri Semcirebis meSveobiT TiToeuli am qveynidan
cdilobda msoflio bazarze eqsportirebuli TavianTi
saqonlis fasis Semcirebas, eqsportis stimulirebisa da
importis moculobis Semcirebis mizniT. magram mas Semdeg, rac sxva qveynebmac moaxdines TavianTi valutebis
devalvacia, am gziT mogebis miReba SeuZlebeli gaxda.
cxadia, rom Tu ori qveynidan TiToeulma erovnuli valutis devalvacia moaxdina 10 procentiT, arc erT maTgans ar SeuZlia konkurentuli upiratesobebis miReba,
ramdenadac am ori qveynis valutiT gamoxatuli fasebi
erTmaneTis mimarT ucvleli rCeba. garda amisa, mraval
qveyanaSi aweul iqna tarifebi im imediT, rom es uzrunvelyofda im samamulo sawarmoebSi dasaqmebas, romlebic
konkurentunariani iyvnen saSinao bazarze. imis mixedviT,
rac ufro meti da meti qveynebi mimarTavdnen mezobeli
qveynebis gakotrebas (beggar-thy-neighbor), saerTaSoriso
vaWrobis moculoba mcirdeboda, rac uaryofiT gavlenas axdenda saeqsporto dargebSi dasaqmebaze. am process
Tan sdevda kidev ufro cudi mdgomareoba: warmoqmnil
saerTaSoriso ekonomikur konfliqtebs swrafad mohyva
saerTaSoriso samxedro konfliqti 1939 wels daiwyo
meore msoflio omi.
breton-vudsis epoqa. jer kidev meore msoflio
omis damTavrebamde, 1944 wels, msoflios 44 qveynis warmomadgeneli Seikriba sakurorto qalaq breton-vudsSi
(aSS), raTa Camoeyalibebina iseTi omisSemdgomi garemo,
405
romelic xels Seuwyobda mSvidobas da ekonomikis aRmavlobas. konferenciis monawileebi SeTanxmdnen principulad axal safuZvelze oqros standartis aRdgenis Sesaxeb. garda amisa, am konferenciaze miRweul iqna SeTanxmeba ori axali saerTaSoriso organizaciis Seqmnis Sesaxeb,
romelTa amocana iqneboda ekonomikisa da saerTaSoriso
savaluto sistemis aRdgenisadmi mxardaWera. axlad Seqmnil organizaciebs ewoda: ganviTarebisa da rekonstruqciis saerTaSoriso banki da saerTaSoriso savaluto fondi.
ganviTarebisa da rekonstruqciis saerTaSoriso
banki (grsb) (International Bank for Reconstruction and Development, IBRD) aseTia msoflio bankis (World Bank)
oficialuri saxelwodeba. 1945 wels daarsebuli msoflio bankis Tavdapirvel amocanas Seadgenda evropis saxelmwifoebis omisSemdgomi ekonomikis aRdgenis dafinanseba. marSalis gegmis xelSewyobiT es amocana msoflio bankma Seasrula 50 wlebis Sua periodisaTvis. Semdgom amisa, msoflio bankis winaSe sxva misia iqna dayenebuli: ganviTarebadi qveynebis ekonomikis ganviTarebisaTvis xelSewyoba.
Tavisi misiis gafarToebis Sesabamisad droTa viTarebaSi msoflio bankis mier daarsebul iqna masSi Semavali sami organizacia:
ganviTarebis saerTaSoriso asociacia;
saerTaSoriso finansuri korporacia;
mravalmxrivi saagento investiciebis garantirebisaTvis.
msoflio bankTan erTad am samma organizaciam Seqmna msoflio bankis jgufi (World Bank Group). msoflio
banki 2009 wlis 1 ianvrisaTvis aerTianebda 187 wevr-qveyanas. masSi gawevrianebisaTvis saWiroa, rom qveyana iyos
saerTaSoriso savaluto fondis wevri. msoflio bankSi
miRebis gadawyvetilebis procesi efuZneba Sewonili xmebis sistemas, romelic gamoxatavs wevri-qveynebis ekono406
mikur siZlieres da maT wvlils bankis saqmianobaSi. dReisaTvis aSS-s wili 16%-ia, iaponiis - 8%, germaniis - 5%,
safrangeTis da didi britaneTis - 4-4%, Semdeg modis CineTi - 3%, indoeTi - 3%, italia - 3%, kanada - 3%, ruseTi 3%, saudis arabeTi - 3%, niderlandebi - 2%, brazilia
2,5%, xolo belgiaze, espaneTze, Sveicariaze, avstraliaze, iranze, venesuelaze, meqsikaze, argentinaze modis
1,2-2%, sxva danarCen qveynebze - 30%. drodadro, qveynebis ekonomikuri siZlieris cvlilebisa da axali qveynebis wevrad miRebis kvalobaze, xdeba xmebis woniTi koeficientis gadafaseba. msoflio banki fuls sesxulobs kapitalis saerTaSoriso bazarze. miwodebuli kreditebidan miRebuli procentebiT xdeba misi sakredito SesaZleblobaTa gafarToeba.
debulebis Tanaxmad msoflio banki gamoyofs ori saxis kredits: investiciur kredits da kredits ganviTarebis miznisaTvis. investiciuri krediti gamoiyofa saqonlis, samuSaos da momsaxurebis sawarmoeblad, xolo krediti ganviTarebis miznisaTvis (adre mas uwodebdnen kredits struqturuli gardaqmnebisaTvis) gamoiyofa politikuri da instituciuri reformebisaTvis. msoflio
banks ar aqvs ufleba gamoyos saxsrebi sagareo-savaWro
deficitis dasafaravad, magram mas SeuZlia daafinansos
infrastuqturis ganviTarebis proeqtebi (rkinigzis da
portebis mSenebloba da sxva). aseTi kreditebiT igi xels
uwyobs sesxis mimRebi qveynis erovnuli ekonomikis ganviTarebas. msoflio banks SeuZlia krediti gasces mxolod
qveynis mTavrobaze anda proeqtebis realizaciaze, romlis mxardamWeria mTavroba. msoflio banki efuZneba `konservatiul sakredito politikas~ (hard loan policy), rac
niSnavs bankis mier kreditebis gacemas mxolod maRali
rwmenis qveS, rom sesxi iqneba dafaruli.
50-ian wlebSi msoflio bankis sakredito politika
Raribi qveynebis kritikis sagani gaxda, radgan dabali
iyo maTi xelmisawvdomoba kreditisadmi. am kritikis pa407
qveynis fulis erTeulze. mraval qveyanaSi darwmunebulebi iyvnen amerikuli ekonomikis simtkiceSi da amitomac uyoymanod Rebulobdnen amerikul dolars garigebebze angariSsworebis gansaxorcieleblad. britanuli
funt sterlingis analogiurad me-XIX s.-Si dolari gaxda
umetesi saerTaSoriso garigebebis angariSsworebis ganxorcielebis upiratesi saSualeba. SeiZleba iTqvas, rom
breton-vudsis konferenciis erT-erTi Sedegi iyo dolarze dafuZnebuli oqros standartis daweseba.
ramdenadac yvela qveyanaSi dadgenili iyo erovnuli valutis nominaluri Rirebuleba, breton-vudsis SeTanxmebis dadebis Sedegad moxda fiqsirebuli gacvliTi
kursis sistemis formireba. SeTanxmebis pirobebis Tanaxmad TiToeul qveyanas Tavisi erovnuli valutis erTeulis Rirebuleba unda SeenarCunebina misi nominaluri
Rirebulebis 1 procentis farglebSi. im SemTxvevaSi, Tu
fulis erTeulis sabazro fasi gavidoda am erTeulis gareT, qveyanas unda ganexorcielebina intervencia ucxouri valutis bazarze, raTa aRedgina misi nominaluri Rirebuleba. valutis gacvliTi kursis aseTi stabiluroba
xelsayreli iyo saerTaSoriso kompaniebisaTvis, ramdenadac breton-vudsis sistema umetes SemTxvevaSi uzrunvelyofda TiToeuli fulis erTeulis stabilurobas.
amave dros, breton-vudsis SeTanxmebiT, sagangebo
mdgomareobisas qveyanas hqonda SesaZlebloba Seecvala
Tavisi qveynis erovnuli valutis nominaluri Rirebuleba. amitomac, breton-vudsis sistemas xSirad uwodeben
fiqsirebuli savaluto kursis regulirebis sistemas.
faqtobrivad, erovnuli fulis erTeulebi mibmuli iyo
oqrosTan, magram maTi gacvliTi kursis done garkveuli
garemoebebis SemTxvevaSi eqvemdebareboda Secvlas.
breton-vudsis sistemis kraxi. SeTanxmeba fiqsirebuli savaluto kursis SenarCunebis Sesaxeb kargad
muSaobda manamde, vidre ama Tu im qveynis ekonomikis
mdgomareobis pesimisturi aRqma droebiT xasiaTs ata409
rebda. magram, Tu qveyana moxvdeboda struqturuli makroekonomikuri moqmedebis zonaSi, SesaZlebeli iyo sirTuleebis warmoqmna misi fulis fiqsirebuli gacvliTi
kursis SenarCunebis mxriv. magaliTad, 1960-iani wlebis
bolos did britaneTSi liderobda leoboristuli mTavroba, romelic moiTxovda socialurad samarTliani politikis gatarebas. britanulma profkavSirebma miaRwies
xelfasebis zrdas, Sromis pirobebis gaumjobesebas da
muSaTa uflebebis dacvas. magram amave dros britaneTis
kompaniebSi adgili hqonda Sromis mwarmoeblurobis Semcirebas konkurent firmebTan SedarebiT da funti sterlingis Rirebulebis dacemas. inglisis banki iZulebuli
iyo savaluto bazarze gaeyida oqro da ucxouri valuta,
raTa SeenarCunebina funtis kursi. amis Sedegad, mkveTrad Semcirda ucxouri valutis saxelmwifo maragi, romlis mizani iyo didi britaneTis valdebulebebis garantireba breton-vudsis SeTanxmebis Sesabamisad. valutiT
movaWreebs gauCndaT eWvi, rom inglisis bankSi darezervebuli valutis maragi iwureboda. am safrTxis gaRrmavebis kvaldakval saerTaSoriso bankebs, valutiT movaWreebs da agreTve bazris sxva monawileebs daekargaT stimuli SeenaxaT britanuli fuli ucxouri valutis rezervis saxiT. aqedan gamomdinare, maT daiwyes funtis bazarze gatana, ris Sedegad warmoiSva mojadoebuli wre:
inglisis banki Tavis maragebs xarjavda, raTa SeenarCunebina funtis kursi, xolo savaluto bazris monawileebi
sul ufro SiSobdnen inglisis bankis gakotrebis Sesaxeb.
am situacias SeeZlo gamoewvia bankSi Senatanebis masobrivi gamoTxova. cnobilia, rom bankis xelT arasodes
araa sakmarisi raodenobis naRdi fuli, raTa man erTdroulad uzrunvelyos yvela valdebuleba. bankisadmi
ndobis dakargvisas klienti cdilobs Tavisi Senatanis
dabrunebas, ris gamo banks SeiZleba seriozuli problemebi Seeqmnas. breton-vudsis sistema uzrunvelyofda ra
dabal risks savaluto bazarze TamaSisas, igi amiT uSveb410
da spekulacias `aJiotaJuri moTxovnis~ dros. magaliTad, birJis spekuliantebs, romlebic ar endobodnen inglisis banks, SeeZloT breton-vudsis SeTanxmebis Tanaxmad, maT xelT arsebuli funti gaecvalaT dolarze. isini maRal mogebas iRebdnen. im SemTxvevaSi, Tu maTi eWvi
ar gamarTldeboda da inglisis banki SeinarCunebda funtis nominalur Rirebulebas, isini nebismier momentSi
umniSvnelo danakardebiT kvlav moaxdendnen TavianTi
dolaris maragis funtze konvertirebas.
msgavsi situacia Camoyalibda 1967 wels did britaneTSi. inglisis bankma ver SeZlo winaaRmdegobis gaweva
sabirJo spekulantebis mier bazarze gamotanil funtTan
da iZulebuli gaxda moexdina funtis 14,3%-iani devalvacia. es niSnavda misi Rirebulebis 2,80 dolaridan 2,40
dolaramde Semcirebas. analogiuri situaciis winaSe aRmoCnda safrangeTi 1969 wels, ris gamo saWiro gaxda
frankis Rirebulebis Semcireba.
TandaTanobiT Tavi iCina problemebma breton-vudsis sistemis mTavar bankSi aSS-is federalur-sarezervo sistemaSi. faqtia, rom breton-vudsis sistema eyrdnoboda dolars da masTan mimarTebaSi Seqmnilma
problemebma gamoiwvia am sistemis kraxi. saqme imaSia, rom
drois mcire monakveTSi oqros maragi ar izrdeboda, xolo saerTaSoriso vaWrobaSi likvidobis uzrunvelyofis
erTaderT wyarod dolari rCeboda. breton-vudsis pirobiT, saerTaSoriso vaWrobaSi likviduri saSualeba
damokidebuli iyo ucxoeli moqalaqeebis mzadyofnaze
gaezardaT Senatanebi dolarebSi. amas isini xalisiT akeTebdnen manam, sanam amerikis oqros maragisadmi ndoba
hqondaT. amitomac 50-60-ian wlebSi ucxoelebis mier bankebSi Senaxuli dolaris raodenoba mudmivad izrdeboda.
moxda ise, rom ucxouri qveynebis mier amerikuli
dolaris maragis zrdis Sesabamisad, adamianebs gauCndaT
eWvi aSS-is mxridan breton-vudsis SeTanxmebis Tanaxmad
valdebulebis SesrulebasTan dakavSirebiT. Sedegad
411
warmoiSva e.w. trifinis paradoqsi (Triffin paradox), movlena, romelic pirvelad gansazRvra belgiuri warmoSobis ielis universitetis ekonomistma robert trifinma.
es paradoqsi warmoiSva gamomdinare iqidan, rom ucxo
qveynebis moqalaqeebi ganicdidnen dolaris maragis
zrdis aucileblobas, Tumca, rac ufro meti dolari gaaCndaT, miT ufro izrdeboda undobloba aSS-is mimarT am
fulis oqroTi uzrunvelyofis SesaZleblobis Sesaxeb.
rac ufro mcire iyo aSS-is mimarT ucxoelebis ndoba, miT
meti iyo amerikuli dolarisagan gaTavisuflebis da Sesabamisi oqros miRebis survili. magram movlenaTa aseTi
ganviTarebis pirobebSi saerTaSoriso vaWroba da saerTaSoriso savaluto sistema kraxis winaSe aRmoCndeboda.
saerTaSoriso savaluto fondis wevrma qveynebma
1967 wels moilaparakes saerTaSoriso sarezervo aqtivebis formis Seqmnis Sesaxeb, romelmac miiRo saxelwodeba
`nasesxobis specialuri ufleba~ (special drawing rights,
SDR). aseTi sarezervo da saangariSsworebo saSualebis
Seqmnis arsi mdgomareobda saerTaSoriso savaluto sistemis likvidobis zrdaSi, rac ganpirobebuli iyo dolarze, romelic asrulebda sarezervo valutis funqcias, moTxovnilebis SemcirebiT. ssf-is wevr qveynebs SeuZliaT gamoiyenon SDR rogorc fuladi erTeuli ssf-is
farglebSi ganxorcielebuli oficialuri angariSsworebisas, amitom am erTeuls zogjer `qaRaldis oqros~
uwodeben.
SDR-is Rirebuleba yoveldRiurad gaiangariSeba
rogorc oTxi wamyvani valutis (aSS dolari, evro, iaponuri ieni, britanuli funti) sabazro Rirebulebis saSualo Sewonili woniTi koeficientis bazaze, romelic gadaisinjeba xuT weliwadSi erTxel. evros SemoRebamde am
jgufSi Sedioda germanuli marka da FRF.
SDR-is struqturaze 1981-2010 wlebSi warmodgenas
iZleva qvemoTmoyvanili cxrili:
412
USD
DEM
JPY
GBP
FRF
19811985
19861990
19911995
19961998
0.540
(42 %)
0.452
(42 %)
0.572
(40 %)
0.582
(39 %)
0.460
(19 %)
0.527
(19 %)
0.453
(21 %)
0.446
(21 %)
34.0
(13 %)
33.4
(15 %)
31.8
(17 %)
27.2
(18 %)
0.0710
(13 %)
0.0893
(12 %)
0.0812
(11 %)
0.1050
(11 %)
0.740
(13 %)
1.020
(12 %)
0.800
(11 %)
0.813
(11 %)
periodi
USD
EUR
JPY
GBP
19992000
20012005
20062010
0.5820
(39 %)
0.5770
(45 %)
0.6320
(44 %)
0.3519
(32 %)
0.4260
(29 %)
0.4100
(34 %)
27.2
(18 %)
21.0
(15 %)
18.4
(11 %)
0.1050
(11 %)
0.0984
(11 %)
0.0903
(11 %)
http://www.imf.org/external/exr/facts/sdr.htm
413
valuto kursis SemoRebis aucileblobis Sesaxeb. es niSnavda mcurav savaluto kursze gadasvlas, anu valutis
kursis gansazRvras miwodeba-moTxovnis Tanafardobis
mixedviT. 1973 wlidan bankebi upiratesad am modelze gadavidnen, Tumca zogierTi qveynis centraluri banki
cdilobda erovnuli valutis gacvliTi kursis SenarCunebas savaluto bazarze valutis yidva-gayidvis meSveobiT. savaluto kursis aseT xelovnur SenarCunebas centraluri bankis mier intervenciis meSveobiT uwodeben
regulirebad savaluto kurss (managed float).
iamaikis SeTanxmeba. moqnili savaluto kursis sistema dakanonda 1976 wlis ianvarSi Catarebul iamaikis
(kunZuli-saxelmwifo centralur amerikaSi) saerTaSoriso konferenciaze. aq miRebuli iamaikis SeTanxmebis
(Jamaica Agreement) Tanaxmad TiToeul qveyanas SeuZlia
Tavad airCios savaluto kursis is sistema, romelic ukeTesad Seesabameba qveynis moTxovnebs. aSS-ma airCia savaluto kursis mcuravi sistema, sxva qveynebma ki upiratesoba mianiWes fiqsirebul savaluto kurss erovnuli valutis aSS dolarTan, frangul frankTan an sxva romelime valutasTan mibmiT.
sayuradReboa evrokavSiris (EC) wevri qveynebis
mier miRebuli strategia, romlis Tanaxmad savaluto
urTierTobaTa daregulirebis mizniT 1979 wels Seiqmna
evropuli savaluto sistema (European Monetary System,
EMS). am sistemaSi Semavali umetesi qveyna gaxda evropuli kavSiris savaluto kursis meqanizmis (exchange rate
mechanism, ERM) wevri, romlebmac aiRes valdebuleba
mxari dauWiron TavianTi valutis fiqsirebul gacvliT
kurss erTmaneTis mimarT nominaluri Rirebulebidan gadaxris viwro diapazonSi (2,25 %), agreTve moqnil kurss
dolarisa da sxva valutebis mimarT. savaluto kursis
meqanizmma xeli Seuwyo 1999 wels EC erTiani valutis
evros SemoRebas.
415
valuto bazari arsebobs londonSi, Semdeg modis niuiorki, tokio da singapuri. am oTx qalaqze modis ucxouri valutiT msoflio vaWrobis 70 procentamde. amasTan,
savaWro operaciebis daaxloebiT 90 procentamde xorcieldeba aSS dolaris monawilebiT. savaluto bazarze dolaris aseTi mdgomareoba ganapiroba misma rolma breton-vudsis sistemaSi. ramdenadac dolari monawileobs
yidva-gayidvis garigebebis umetes nawilSi, man savaluto
bazarze
miiRo
ZiriTadi
savaluto
garigebebis
(transaction currency) statusi. savaluto bazris struqtura SeiZleba Semdegnairad warmovadginoT56:
savaluto bazris struqtura
56
ramdenadac TiToeul operaciaSi monawileobs ori valuta, erToblivi procenti 200%-is tolia.
419
msoflio savaluto bazris msxvili monawileebia safinanso centrebSi (sidnei, tokio, honkongi, singapuri,
bahreini, frankfurti, ciurixi, londoni, niu-iorki, Cikago, san-francisko) ganlagebuli bankebi. maT mogebaSi
did adgils ikavebs savaluto bazarze ganxorcielebuli
operaciebidan miRebuli Semosavali, romelic miiReba
sxvaobisgan _ myidvelis mier ucxour valutaze SeTavazebul fassa da im fass Soris, romelic gamyidvelis mier
iqna miRebuli.
zogierT SemTxvevaSi saerTaSoriso bankebis TanamSromlebi moqmedeben rogorc savaluto spekulantebi.
kerZod, isini amtkiceben, rom maT SeuZliaT winaswar ganWvriton, Tu romeli mimarTulebiT moxdeba valutis
kursis ryeva. aseT situaciaSi bankebs uzarmazari mogebis miRebis SesaZlebloba aqvs, Tumca igi yovelTvis dakavSirebulia maRal riskTan.
saerTaSoriso bankebi warmoadgenen mTavar moTamaSeebs sabiTumo savaluto bazarze. isini deben garigebebs
rogorc sakuTari saxeliT, aseve msxvili komerciuli
klientebis saxeliT. bankTaSorisi garigebebi, romlebic,
rogorc wesi, 1 mln dolarze naklebi araa, Seadgenen yvela savaluto garigebebis umetes nawils. savaluto operaciis ganxorcielebisas bankebs SeuZliaT gamoiyenon
damoukidebeli savaluto brokerebis momsaxureba. brokerebi bankebs awvdian informacias sxvadasxva valutebis
fasebze, amyareben kontaqtebs ucxouri valutis myidvelebsa da gamyidvelebs Soris. saerTaSoriso bankebi mniSvnelovan rols TamaSoben agreTve sacalo savaluto bazarze, deben xelSekrulebebs kerZo klientebTan ucxo
valutis yidva-gayidvaze.
savaluto operaciebTan dakavSirebuli bankis klientebi SeiZleba dajgufdes Semdegnairad:
komerciuli klientebi aseTi klientebisaTvis
savaluto operaciebi warmoadgens maTi Cveulebrivi komerciuli saqmianobis nawils, iseTs rogoricaa saqonlis
420
da momsaxurebis eqsporti an importi, ucxouri kapitalis da aqtivebis Sesyidva an gayidva da a.S. komerciul
klientebs SeuZliaT savaluto bazari gamoiyenon aseve
riskis hejirebisaTvis (SemcirebisaTvis), romelic gamowveulia im valutebis gacvliTi kursebis araxelsayreli cvlilebebiT, romlebic momavalSi unda gadaixadon anda miiRon garkveuli Tanxa komerciuli garigebebis safuZvelze;
savaluto spekulantebi fizikuri da iuridiuli pirebi, romlebic ewevian savaluto spekulaciebs im
mizniT, rom ucxouri valutiT vaWrobisas miiRon spekulaciuri mogeba savaluto kursebis sxvaobaTa safuZvelze. isini gaazrebulad midian savaluto riskze im garantiiT, rom maT SeuZliaT sworad daaprognozon valutis
sabazro kursis cvlileba. aseTi spekulacia SeiZleba aRmoCndes Zalian xelsayreli, Tumca, am tipis operaciebi
ucxouri valutiT xasiaTdeba Zalian maRali riskiT.
arbitrebi fizikuri da iuridiuli pirebi, romelTa mizania mogebis miReba sxvadasxva bazrebze ucxouri valutebis gacvliTi kursis umniSvnelo sxvaobebis
Sedegad. arbitrebi cdiloben mogebis miRebas minimaluri riskiT, rasac aRweven erT bazarze valutis dabal
fasSi SeZeniT da sxva bazarze misi ufro maRal fasSi gayidviT.
saxelmwifo centraluri bankebi da finansTa saministroebi aseve warmoadgenen mniSvnelovan moTamaSeebs
savaluto bazarze. oqros standartisa da breton-vudsis sistemis pirobebSi centraluri bankebi axorcieleben intervenciebs savaluto bazarze erovnuli valutis
sabanko kursis nominaluri Rirebulebis siaxlovesTan
SenarCunebis mizniT. analogiurad moqmedeben is qveynebi,
romlebmac TavianTi valuta miabes sxva qveynis valutas
da isinic, romlebmac SemoiRes mcuravi savaluto kursi.
qveynis Siga kanonmdeblobiT SeiZleba SeizRudos
erovnuli valutiT vaWroba saerTaSoriso savaluto ba421
zarze. valutas, romelic Tavisuflad mimoiqceva savaluto bazarze, ewodeba Tavisuflad konvertirebadi
(convertible currency) anda myari valuta (hang currevcy).
aseTebia evrokavSiris qveynebis valutebi, kanaduri dolari, Sveicariuli franki, iaponuri iena da aSS dolari.
valuta, romlis yidva da gayidva Znelia savaluto bazarze qveynis Siga kanonmdeblobiT SezRudulobis gamo,
an kidev imis gamo, rom ucxoelebs ar surT TavianTi danazogebi Seinaxon am valutaSi, ewodeba arakonvertirebadi valuta (inconvertible currency) anda aramdgradi valuta (soft currency). am kategorias miekuTvneba mravali
ganviTarebadi qveynis erovnuli valuta.
spotbazrebi da forvarduli bazrebi. mravali saerTaSoriso komerciuli operacia iTvaliswinebs gadaxdebs (angariSsworebas) momavalSi. aseTia magaliTad, operaciebi dakreditebaze da Sesyidvebi kreditiT. cxadia,
breton-vudsis sistemaze uaris Tqmis Semdeg, savaluto
kursebis ryevadoba tipuri movlenaa, ris gamo aseTi saerTaSoriso operaciebi maRali riskis Semcvelia. dRevandel savaluto bazarze valutebiT vaWroba SeiZleba
ganxorcieldes dauyovneblivi miwodebiT, anda momavalSi dadgenil droSi miwodebiT. spotbazari (spot market)
anu sxvanairad naRdi operaciebis bazari warmoadgens bazars, sadac xorcieldeba savaluto garigebebi,
romlebic dauyonebliv Sesrulebas eqvemdebareba (rogorc wesi, 2 dReSi). spot-operaciebze (naRd operaciebze) yvela ucxouri savaluto operaciis daaxloebiT 40
procenti modis.
forvarduli bazari (forvard market) iseTi bazaria,
sadac xorcieldeba savaluto operaciebi, romlebic unda dasruldes momavalSi drois gansazRvruli momentisaTvis. savaluto bazrebze da presaSi, rogorc wesi,
qveyndeba ucxouri valutebis fasebi, romelTa miwodeba
ganxorcieldeba 30, 90 da 180 dRis Semdeg.
422
Q=
Pi Ps
xn , sadac,
Ps
Q=
$1,6004 - $1,6009
X 4 = 2,36%.
$1,6009
lari kanadaSi. am SemTxvevaSi adgili aqvs msyidvelobiTunarianobis paritets, ramdenadac arsebuli gacvliTi
kursis SemTxvevaSi:
US $0,80.
xCan $30 = US $24.
Can $1.
amrigad, blok `malboros~ aqvs erTi da igive fasi
orive qveynis bazarze (Sesabamisad aSS da kanadur dolarebSi). Sesabamisad, arc aSS da arc kanadis macxovreblebs ar dasWirdebaT sazRvris gadakveTa, raTa meore
qveyanaSi SeiZinon sigareti.
axla ki davuSvaT, rom garemoebaTa gamo kanadurma
kompaniebma gazardes investiciebis moculoba meqsikaSi.
es niSnavs, rom kanadelebma unda gayidon TavianTi dolari da SeiZinon meqsikuri peso. amis Sedegad savaluto bazarze gaizrdeba kanaduri dolaris raodenoba, rac gamoiwvevs misi kursis dacemas. vTqvaT, aSS dolarsa da kanadur dolars Soris Camoyalibda axali gacvliTi kursi:
0,60 aSS dolari=1 kanadur dolars. am SemTxvevaSi msyidvelobiTunarianobis pariteti ar sruldeba. aseTi gacvlis pirobebSi aSS mcxovreblebma SeiZleba gadakveTon
kanadis sazRvari, gacvalon 18 aSS dolari 30 kanadur
dolarze da SeiZinon 1 bloki sigareti `malboro~ da
amiT gaakeTon 6 dolaris ekonomia. warmodgenili magaliTi Zalian martivia. 6 dolaris ekonomiisaTvis erTi
qveynidan meoreSi gadaadgileba uazroa, Tumca mosazRvre regionebSi esec dasaSvebia. amasTan, unda aRiniSnos,
rom aSS dolarsa da kanadur dolars Soris gacvliTi
kursi ganisazRvreba ufro rTuli faqtorebiT, vidre am
or qveyanaSi sigaretis fasi. Tumca, Tu or qveyanas Soris
araa msyidvelobiTunarianobis pariteti zogadad nebismier saqonelze, adamianebi Seecdebian iyidon saqoneli
iaf bazarze da gadaitanon igi Zvir bazarze. amiT isini
zegavlenas axdenen rogorc am or bazarze arsebul fasebze, aseve savaluto bazarze valutis miwodebisa da
moTxovnis doneze. swored amitomaa, rom msyidvelobi427
nia) daiwyes dolarebSi deponirebuli depozituri Senatanebis miReba, ris gamo terminma `evrodolari~ moicva
nebismieri sadolaro angariSi. meore msoflio omis Semdeg sxva valutebis mdgradobis da rolis amaRlebis Sedegad evrovalutis bazari gafarTovda evroienis, evrofuntis da sxva valutebze. dRevandel etapze termini ,,evrovaluta~(eurocurrency) niSnavs valutas im qveynis gareT denominirebul sabanko angariSs, sadac igi iqna
gamoSvebuli.
evrovalutis bazris ganviTarebis paralelurad mimdinareobda evrokreditebis bazris formireba. evrokreditis bazari xasiaTdeba maRali konkurenciiT, amitom
kreditorebi Zalian dabali marJiT muSaoben, rac niSnavs
mcire gansxvavebas kreditebisa da depozitebis ganakveTebs Soris. evrokreditebze saprocento ganakveTebi xSirad ganisazRvreba LIBOR ganakveTiT (LIBOR - London
Interbank Offer Rate). LIBOR aris saprocento ganakveTi,
romelsac londonis bankebi uniSnaven erTmaneTs evrovalutaSi miwodebul moklevadian kreditebze. evrokreditebis bazari yvelaze xelsayreli kreditebis miRebis wyaroa msxvili mravalerovnuli korporaciebisa da samTavrobo struqturebisaTvis. aseTi situaciis sami ZiriTadi
mizezi arsebobs. pirveli, evrokreditebi ar aris damokidebuli samTavrobo normatiul aqtebze, mag., sarezervo
moTxovnaze, romelic aregulirebs bankebis saqmianobas.
meore, evrokreditebi gamoiyofa mxolod msxvil garigebebze, mesame, evrosesxebis bazris momsaxurebiT sargebloben msxvili kreditunariani msesxeblebi. amitomac kreditorebi riskze ufro dabal premias aweseben.
gasuli saukunis 70-ian wlebSi amerikulma bankebma
gamoxates ukmayofileba imazed, rom sarezervo moTxovna da sxva regulaciuri wesebi dawesebuli federaluri
sarezervo sammarTvelos mier, xels uSlida maT evropul da aziur bankebTan konkurenciaSi. ucxouri bankebi,
romlebic gascemdnen kreditebs evrodolarebSi, ar
435
lia moizidos nasesxebi kapitali 1 mlrd dolaris moculobiT, gankuTvnili axali TviTmfrinavebis SesaZenad,
daniis rezidentebis mier evrooblogaciebis gayidvis
gziT, romelic denominirebulia dolarebSi. obligaciebis saerTaSoriso bazris ZiriTad valutebs warmoadgenen aSS dolari da evro.
kapitalis msoflio bazris ganviTarebasTan erTad
obligaciebis saerTaSoriso bazari sul ufro rTuli
xdeba. investiciuri bankebis sindikatebi, kompaniebi,
romlebic saqmianoben fasiani qaRaldebis operaciebiT,
aerTianeben saerTaSoriso obligaciebis kompleqsur paketebs, gankuTvnils msxvili kreditunariani msesxeblis
(transnacionaluri kompaniebi, mTavrobebi, saerTaSoriso organizaciebi) moTxovnilebaTa dakmayofilebisaTvis. aseTi globaluri obligaciebis gamoSveba gaxda erTerTi mniSvnelovani axali finansuri instrumenti. globaluri obligacia (global bonds) aris msxvili likviduri finansuri aqtivi, romliTac vaWroba xdeba nebismier qveyanaSi nebismier dros. pirveli globaluri obligacia gamoSvebul iqna msoflio bankis mier. am bankma gayida globaluri obligacia aSS dolarSi denominirebuli 1,5 mlrd dolaris moculobiT erTdroulad CrdiloeT amerikaSi, evropasa da iaponiaSi. Semdeg aseTi obloigaciebis gamoSveba daiwyes msoflios msxvilma bankebma.
obligaciebis bazarze arsebobs kidev sxva SesaZleblobani. mag., msesxebels aqvs ufleba obligaciaze
procenti gadaixados erT valutaSi, xolo ZiriTadi Tanxa meore valutaSi. msesxebels SeuZlia aseve miaRwios
ufro mcire saprocento ganakveTs inflaciisagan Tavis
dasaRwevad. amisaTvis saWiroa sesxis ZiriTadi Tanxis dafarva miabas oqros fass an sesxebis specialur uflebas.
iseve rogorc evrokreditebis, evroobligaciebis
bazari xasiaTdeba konkurenciis maRali doniT, amitom
msesxeblebs bevr SemTxvevaSi saSualeba aqvT miiRon saWi437
momsaxurebaze. bevri aseTi centri ganlagebulia kunZul-saxelmwifoTa teritoriaze: bahamis kunZulebi, bahreini, kaimanovis kunZulebi, bermudis kunZulebi, antiliis kunZulebi, singapuri. luqsemburgi da Sveicaria
marTalia ar ganekuTvnebian kunZulovan saxelmwifoebs,
magram mniSvnelovan ofSorul finansur centrebs warmoadgenen.
transnacionaluri korporaciebi xSirad sargebloben ofSoruli centrebis momsaxurebiT, raTa xelsayreli pirobebiT miiRon kreditebi evrovalutaSi. mravali
transnacionaluri kompania am centrebSi ganaTavsebs TavianT Svilobil kompaniebs, romlebic dasaqmebuli arian
finansuri operaciebiT da aqvT SesaZlebloba gamoiyenon
am zonebis upiratesobebi.
ofSoruli zonebis ZiriTadi upiratesobebi mdgomareobs SemdegSi: politikuri stabiluroba; liberaluri normatiul-samarTlebrivi klimati; eqspertuli Sefasebis miRebis SesaZlebloba samarTlebriv, buRaltrul, finansur da sxva sakiTxebze; dabali an nulovani
sagadasaxado ganakveTebi da a.S. Tanamedrove etapze ofSoruli finansuri centrebi kapitalis bazris globalizaciis mniSvnelovani faqtoria.
sakontrolo kiTxvebi:
1. riT aris ganpirobebuli saerTaSoriso savaluto sistemis warmoqmna da arseboba?
1. ra etapebi gamoiara saerTaSoriso savaluto sistemis evoluciam?
2. ra faqtorebma gamoiwvia oqros standartis kraxi?
3. raSi mdgomareobs breton-vudsis SeTanxmebis arsi
da ram gamoiwvia misi kraxi?
4. daaxasiaTeT,,sesxebis specialuri uflebis~ Sinaarsi.
439
literatura:
, ., , 4- .
.- 2006;
2. .., :
.-.: , 2009;
3. . . :
.- / : , 2006.
1.
440
Tavi XIV
saerTaSoriso finansuri menejmenti
Sesaswavli sakiTxebi:
1. saerTaSoriso vaWrobis finansuri aspeqtebi;
2. savaluto riskebis marTva;
3. sabrunavi kapitalis marTva;
4. ucxouri kapitaldabandebebis Sefaseba;
5. kapitalis dafinansebis saerTaSoriso wyaroebi.
442
eqsportiorisaTvis Ria angariSi SeiZleba arasasurveli iyos sxvadasxva mizezis gamo: pirveli eqsportiori efuZneba ZiriTadad importioris reputacias,
rac garkveuli safrTxis Semcvelia; meore operaciaSi,
rodesac ar monawileobs banki Suamavlis saxiT, eqsportiors ar SeuZlia isargeblos misi gamocdilebiT, importiorTan uTanxmoebis warmoSobis SemTxvevaSi; mesame
rogorc wesi, Ria angariSis gamoyenebisas Zalian mcire
raodenobis dokumenti dgeba da Tu importiorma uari
Tqva gadaxdaze, maSin am garemoebam SeiZleba problemebi
Seqmnas sasamarTloze.
importioris mxridan gadauxdelobis problemis
warmoqmnisas, SeiZleba gamoyenebul iqnas saerTaSoriso
operaciebis dakreditebaze specializebuli firmebi,
romlebic uwodeben faqtorings (faqtoring). aseTi firmebi
SeiZenen savaWro firmebisagan sasesxo valdebulebebs
`nominalze~ dabal fasSi. Sedegad amisa, isini iReben mogebas, xolo importiors eZleva saSualeba gaanaRdos Tavisi valdebuleba eqsportioris winaSe.
aRsaniSnavia, rom Ria angariSebi yvelaze ufro miesadageba yidva-gayidvaSi sakmaod didi xnis tradicis
mqone firmebs, romelTa Soris Camoyalibebulia ndoba
da maRali reputacia.
avansad gadaxdas da Ria angariSs axasiaTebT saerTo
niSani. orive meTodSi fuladi nakadis uzrunvelyofis
tvirTi da defoltis riski gadadis operaciis romelime
erT mxareze: myidvelze avansis SemTxvevaSi da gamyidvelze Ria angariSis SemTxvevaSi.
dokumenturi inkaso (documentary collection) gulisxmobs komerciuli bankebis agentis rolSi gamosvlas
gadaxdis procesis xelSewyobis mizniT. gadaxdis am formis gamoyenebisas eqsportiori adgens dokumentebs saxelwodebiT: Tamasuqi (draft) an trata (bill of exchange),
romlis Tanaxmad myidveli iRebs valdebulebas garkveul vadaSi gadaxdaze. mas Semdeg, rac eqsportiori gaag444
zavnis saqonels, igi gadascems tratas da Sesabamis saqonelgamyol dokumentacias Tavis banks, romelSic mTavaria konosamenti. konosamenti (bill of hading), anu satransporto zednadebi TamaSobs or mniSvnelovan rols: erTi
mxriv, igi aris kontraqti transportirebaze eqsportiorsa da gadamzidels Soris, xolo, meore mxriv, aris dokumenti, romelic adasturebs saqonelze sakuTrebis uflebas.
Semdgom, instruqciis Tanaxmad, eqsportioris banki
ukavSirdeba importioris qveynidan bank-korespodents
(an Tavis erT-erT filials am qveyanaSi). am ukanasknelma
unda gasces importiorze konosamenti, riTac importiors gadaecema saqonelze sakuTrebis ufleba, maSin roca,
igi Seasrulebs eqsportioris mier gamowerili tratis
pirobebs. sqematurad es procesi SeiZleba Semdegnairad
warmovadginoT:
sadac,
1 eqsportiori CamotvirTavs saqonels;
2 eqsportiori Tavis banks gadascems tratas (Tamasuqs), dokumentebs da konosaments;
445
dauyovnebliv miiRon fuladi saxsrebi. zogierTi aqcepti iyideba ukugamoTxovis uflebis gareSe (`brunvis gareSe~), rac niSnavs, rom aqceptis myidveli zaraldeba importioris mier gadaxdaze uaris Tqmis SemTxvevaSi. amitom metwilad aqcepti iyideba ukugamoTxovis uflebiT,
rac niSnavs, rom importioris mier fulis argadaxdis
SemTxvevaSi eqsportiori valdebuli iqneba aanazRauros
aqceptis myidvelisadmi miyenebuli zarali. maRali riskis gamo aqceptebis yidva xdeba sakmaod didi fasdaTmobiT.
eqsportioris SexedulebiT gadaxdebs inkasos meSveobiT garkveuli upiratesobebi gaaCnia Ria angariSis
gamoyenebasTan SedarebiT: pirveli sabanko gasamrjelo dokumenturi inkasos ganxorcielebisaTvis zomieria; meore mTeli rigi qveynebis kanonmdeblobiT savaWro an sabanko aqcepti iuridiuli Zalisaa, rac aZlierebs
eqsportioris samarTlebriv poziciebs im SemTxvevaSi
Tu importiori uars ityvis gadaxdaze; mesame bankebis
monawileoba amartivebs eqsportiorisaTvis inkasos process, radgan bankebi ufro gamocdilebi arian eqsportiorTan SedarebiT saerTaSoriso gadaxdebis sferoSi.
miuxedavad am upiratesobebisa, dokumenturi inkasos meTodis gamoyenebisas eqsportiori mainc risks eweva. davuSvaT, adgilobrivi saqmiani klimati Seicvala, an
importiorma gamonaxa saqonlis ufro iafi wyaro. am SemTxvevaSi mas SeuZlia ubralod uari Tqvas miwodebaze da
ar daaaqceptiros trata. amisaTvis SeiZleba man moZebnos raRac mizezi (saqonlis araswori SefuTva, miwodebis
dagvianeba da a.S.). aseT viTarebaSi eqsportioris saqoneli ucxoeTis portSi darCeba (razedac man Tanxa unda gadaixados). dasaSvebia isic, rom importiorma ar gadaixados vadiani trata dadgenil droSi. aseT SemTxvevaSi eqsportiors rCeba importiorze zemoqmedebis samarTlebrivi instrumentebi, Tumca maTi gamoyeneba did dros,
energias da finansur saxsrebs moiTxovs.
447
akreditivi. msgavsi sirTuleebis Tavidan acilebis mizniT, eqsportiorebi gadaxdas xSirad iTxoven akreditivis gamoyenebiT. akreditivi (Letter of credit) bankis
mier gacemuli dokumentia, romelic Seicavs valdebulebas gadauxados eqsportiors mis mier yvela valdebulebaTa Sesrulebis Sesaxeb dadasturebis SemTxvevaSi. Tavmdebi bankis arsebobisas akreditivi naklebad sariskoa
eqsportiorisaTvis, vidre dokumenturi inkaso. Tumca
bankebi am pirobaze mxolod maSin daTanxmdebian, Tu darwmundebian, rom importiorebi aanazRaureben maT xarjebs. akreditivi xelsayrelia eqsportiorisaTvis imiTac, rom banki informirebulia importioris kreditunarianobis Sesaxeb.
rogorc wesi, importiori akreditivisaTvis mimarTavs im adgilobriv banks, romelSic aqvs gaxsnili mas angariSi. banki afasebs importioris kreditunarianobas,
swavlobs mocemul garigebas, gansazRvravs, saWiroa Tu
ara finansuri Tavdeboba. Tu yvelaferi wesrigSia, gascems akreditivs, risTvisac importiorisagan iRebs garkveul sazRaurs. akreditivSi mieTiTeba is pirobebi,
romliTac importioris banki gadauricxavs eqsportioris banks Tanxas saqonelze. am pirobebSi ZiriTadad Sedis: angariSfaqtura, saTanado sabaJo dokumenti, konosamenti, tvirTis dazRvevis mowmoba. saqonlis saxeobidan gamomdinare, importioris bankma SeiZleba moiTxovos eqsportze damatebiT licenzia, saqonlis warmoSobaze mowmoba, daTvalierebis aqti.
importioris banki, akreditivis gacemis Semdeg, mas
TandarTul dokumentebTan erTad ugzavnis eqsportioris banks, romelic auwyebs (avizebs) Tavis klients akreditivis pirobis Sesaxeb, riTac qmnis avizebul akreditivs. eqsportiorma Tavis banks SeiZleba Txovos akreditivze gadaxdis sakuTari garantiebis damateba, ris Sedegad miiReba e.w. dadasturebuli akreditivi. aseTi instrumenti gansakuTrebiT mniSvnelovania, rodesac im448
449
Semxvedri vaWroba. saerTaSoriso tranzaqciebSi gadaxdis damatebiTi meTodis saxiT gamoiyeneba Semxvedri vaWroba (counter trade). igi gulisxmobs firmis mier
saqonlisa da momsaxurebaze fulis sanacvlod sxva ramis
miRebas. Semxvedri vaWrobis saxesxvaobebia: barteri, Semxvedri yidva, iribi gamosyidva da ofseturi (kompleqsuri) garigeba.
Semxvedri vaWrobis martivi formaa barteri
(barter), rodesac mxareebi erTdroulad cvlian saqonels.
SedarebiT rTuli formaa Semxvedri yidva, rodesac erTi firma mocemul droSi saqonels yidis meore
firmaze, xolo anazRaurebas iRebs produqciis saxiT meore firmidan ufro gvian. es forma farTodaa gavrcelebuli. mas aseve uwodeben paralelur barters, radgan
mxareebis mier xelSekrulebiT aRebuli valdebulebebis
Sesruleba droSi erTmaneTs ar emTxveva. magaliTad,
praqtikaSi aris SemTxvevebi, TviTmfrinavebi gayidon
navTobze, yavaze, brinjze da a.S.
Semxvedri vaWrobis erT-erTi formaa iribi gamosyidva (buy-bask), rodesac erTi firma meoreze yidis warmoebis saSualebebs, xolo anazRaurebis saxiT iRebs misi
saSualebiT damzadebul produqcias. mag., saqsovi dazgis gayidvidan fulis nacvlad am dazgebiT damzadebuli
windebis an sxva saxis msubuqi mrewvelobis produqciis
miReba.
Semxvedri vaWrobis mniSvnelovani formaa agreTve
ofseturi garigeba (offset purechases), rodesac saeqsporto produqciis calkeuli komponentebi iwarmoeba importis qveyanaSi. aseTi SeTanxmeba gansakuTrebiT mniSvnelovania saxelmwifo organoebze samxedo teqnikis miyidvisas (reaqtiuli gamanadgureblebi, tankebi da a.S.).
Semxvedri vaWrobis gasamartiveblad firmebs SeuZliaT moilaparakon kliringuli angariSis gaxsnis Sesaxeb. am SemTxvevaSi firma-eqsportiori iRebs valdebulebas Semxvedri vaWroba ganaxorcielos ekvivalenturi
451
TanxiT, romelic Caiwereba mis kliringul angariSSi. rodesac eqsportiori iZens saqonels misi partniorisagan,
angariSidan Camoiwereba Sesabamisi Tanxa.
Tavidan aecilebina riski kontraqtis dolarebSi dadebiT, magram maSin tranzaqciuri riskis qveS aRmoCndeboda Sveicaruli firma. saerTaSoriso tranzaqciebisas
ori mxridan erT-erTi iRebs am risks.
amerikul X firmas gaaCnia tranzaqciur riskTan
midgomis ramdenime forma:
- miiRos savaluto riski e.w. `SiSveli riski~;
- ganaxorcielos Sveicaruli frankis forvarduli Sesyidva;
- SeiZinos savaluto opcioni Sveicarul frankSi;
- SeiZinos makompensirebeli aqtivi.
savaluto riskis miReba. X firmas SeuZlia uari
Tqvas tranzaqciur dacvaze, anu cnobierad miiRos savaluto riski. amiT firma uSvebs, rom aprilidan dekembramde aSS dolaris fasi moimatebs Sveicariuli fasis
mimarT. Tu es marTlac moxda 10 dekembrisaTvis, firmas
ufro naklebi dolari eqneba gadasaxdeli, magram, Tu piriqiT situacias eqna adgili, mas 5 mln Sveicariuli
frankis ekvivalenti meti dolaris gadaxda mouwevs.
`SiSveli~ variantis SerCevisas X firmas ar mouwevs Suamavlebze Tanxis gadaxda, rogorc amas aqvs adgili qvemoTmoyvanil sxva danarCen midgomebSi.
Sveicariuli frankis forvarduli Sesyidva. X
firmas SeuZlia Tavidan aicilos tranzaqciuri riski
sxvadasxva xerxiT. magaliTad, mas SeuZlia winaswar iyidos savaluto bazarze Sveicariuli franki 10 oqtombrisaTvis `miwodebis~ vadiT. am midgomis mTavari mimarTulebaa is, rom X firmas garantirebuli aqvs fasi dolarebSi, romelic man unda gadauricxos firmas saaTebis
Rirebulebis asanazRaureblad. uaryofiTi mxarea is,
rom X firma xelidan uSvebs mogebis SesaZleblobas Sveicariul frankis mimarT aSS dolaris ganmtkicebis SemTxvevaSi. plius amas, amerikul firmas mouwevs garkveuli xarjebis gaweva bankis momsaxurebasa da damatebaze
Sveicariuli frankis SeZenis dros.
453
uri Svilobili kompaniebis Rirebulebis cvlilebas, gamoxatuls mSobeli (saTavo) firmis saSinao valutaSi.
gacvliTi kursi fiqsirebuli rom iyos, aseTi riski ar
iarsebebda. imis gamo, rom translaciuri riski warmoiSoba finansuri angariSgebis erT valutaSi konsolidirebis aucileblobis Sedegad, mas xSirad buRaltrul
daucvelobasac uwodeben.
translaciuri riskis magaliTi: davuSvaT, rom amerikulma X kompaniam britanul banks gadauricxa 15 mln
aSS dolari, raTa misma Svilobilma firmam daiwyos operaciebi. aseve davuSvaT, rom fulis gadaricxvis dRes 1
funti sterlingi toli iyo 1,50 aSS dolaris. aseT viTarebaSi Svilobili firmis erTaderTi aqtivia sabanko angariSi 10 mln funt sterlingis moculobiT. Tu dolaris
kursi gaizarda (1 funti=1,45 dolars), Svilobil kompanias isev 10 mln funti eqneba. magram, rodesac X kompaniis
buRaltrebi konsolidirebul safinanso angariSs Seadgenen, investiciebi britanul Svilobil firmaSi Sefasebuli iqneba 14,5 mln aSS dolarad (10 mln 1,45 aSS dolarze). amrigad, X korporaciis translaciuri danakargi
iqneba 0,5 mln dolari (15 mln aSS dolars 14,5 mln aSS
dolari = 0,5 mln aS dolars).
finansur menejerebs SeuZliaT Seamciron translaciuri riski balansis hejirebis meSveobiT, rodesac saerTaSoriso korporacia gaaTanabrebs Tavis aqtivebs denominirebuls gansazRvrul valutaSi, valdebulebebTan,
aseve denominirebuls imave valutaSi.
magaliTi: X kompania jorjias Statidan saqmianobs
iaponiis dazRvevis bazarze. imisaTvis, rom daicvas Tavisi wminda investiciebi (4,8 mlrd aSS dolari) translaciuri riskisagan, kompania axorcielebs balansis ormag hejirebas. misi iaponuri Svilobili firma flobs 2,5 mlrd
aSS dolaris Rirebulebis fasian qaRaldebs. sxva Svilobili firmebis dasafinanseblad saTavo (mSobel) kompania
iaponiis bankebidan iRebs kredits, 1,3 mlrd aSS dolaris
455
komponentebiT. Sedegad amisa, Svilobil kompaniebs Soris xdeba fuladi angariSsworeba miwodebul saqonelsa
da momsaxurebaze. mTlianobaSi sabanko momsaxurebaze,
Tanxebis gadaricxvasa da valutis konvertirebaze gaweuli xarjebi sakmaod didia.
aRniSnuli tranzaqciuri xarjebi SeiZleba mniSvnelovnad Semcirdes Svilobili kompaniebis mier ormxrivi
netingis (bilateral netting) gamoyenebis SemTxvevaSi, rac niSnavs ori kompaniis mier urTierTvaldebulebaTa erTmaneTisaTvis CaTvlas. konvertaciaze danaxarjebi SeiZleba kidev ufro Semcirdes mravalmxrivi netingis
(multilateral netting) gamoyenebis SemTxvevaSi, romelSic monawileoben 3,4 da meti bizneserTeuli.
savaluto riskis minimizacia. saerTaSoriso
korporaciebis menejerebs uxdebaT valutebis nakrebis
optimizacia, raTa minimumamde daiyvanon savaluto riski.
firmebi xSirad iyeneben gadaxdebis daswrebisa da dayovnebis strategias (Leads and Lags strategy), rac niSnavs im
valutebis maragis gazrdas, romlebzedac mosalodnelia fasis zrda da im valutebis maragis Semcirebas, romelic momavalSi SeiZleba gaiafdes. magaliTad, Tu mosalodnelia X valutis kursis Semcireba, finansuri menejerebi cdiloben minimumamde daiyvanon am valutis likviduri aqtivebi, moiTxovon am valutiT denominirebuli
debitoruli davalianebis gadaxdis daCqareba an sabanko
angariSebze misi naSTebis Semcireba. garda amisa, menejerebi Seecdebian am valutiT firmis moklevadiani davalianebebis gazrdas imiT, rom gaaWianuron am valutiT
denominirebuli savaluto davalianebebis gadaxda anda
gazardon moklevadiani sesxebis moculoba. piriqiT, Tu
mosalodnelia X valutis Rirebulebis zrda finansuri
menejerebi Seecdebian am valutis maragebis gazrdas.
aRniSnuli taqtikiT moqmedebdnen aziis saxelmwifoebis bankebi 1999 wels cnobili aziuri finansuri krizisis dros.
459
nakadi SeiZleba Svilobili sawarmoebis mier saTavo kompaniaSi gadaagzavnos dividendis formiT. es saxsrebi SeiZleba miewodos sxva Svilobil sawarmos sesxis saxiT an
am sawarmos aqcionerul kapitalSi damatebiTi dabandebis saxiT.
mSobeli (saTavo) kompaniis mier saxsrebis gadaadgileba Tavis Svilobil sawarmoebs Soris SeiZleba Seaferxos orma samarTlebrivma SezRudvam. pirveli Tu mSobeli kompania aris ara erTaderTi damfuZnebeli Svilobili sawarmoebis, maSin man unda daicvas sxva aqcionerebis uflebebi. Tu Svilobili sawarmo mTlianad ekuTvnis
erT kompanias, maSin saxsrebis gadanawilebis problemas
ar eqneba adgili. meore zogierTi qveyana fuladi saxsrebis Sigakorporaciul gadaadgilebas aferxebs im
mxriv, rom zRudavs mogebis repatriacias. magram, Tu
mSobel (saTavo) kompanias ar SeuZlia gadmoiricxos Tanxa dividendis saxiT Svilobili sawarmodan, mas SeuZlia
igi gadaanawilos sesxis saxiT sxva Svilobil sawarmoze.
erT-erTi variantiT mSobel kompanias SeuZlia Svilobili sawarmodan miiRos fuladi saxsrebi misi savaWro markebis, saavtoro uflebebis an patentebis gasamrjelos
saxiT, an kidev anaricxebis saxiT saerTokorporaciuli
an administraciuli xarjebis dasafaravad.
sagareo wyaroebi. investiciuri proeqtebis dafinansebisaTvis saerTaSoriso firmas SeuZlia mimarTos
investiciur bankebs. Tu firmas aqvs sakuTari kapitalis
gazrdis survili, banks rogorc Suamavals, SeuZlia misi
aqciebi ganaTavsos rogorc mSobliuri qveynis investiciebSi, aseve mimReb qveyanaSi da sxva qveynebSi. transnacionaluri kompaniebi saerTaSoriso doneze kapitalis
mozidvisaTvis uSveben TavianT aqciebs mimoqcevaSi ramdenime qveynis safondo bazrebSi.
463
sakontrolo kiTxvebi:
1. daaxasiaTeT saerTaSoriso garigebebis dros warmoqmnili ZiriTadi problemebi da maTi gadawyvetis gzebi.
2. gadaxdebis romeli ZiriTadi xerxebi da angariSsworebis romeli formebi gamoiyeneba saerTaSoriso
tranzaqciebSi?
3. raSi mdgomareobs dokumenturi inkasos arsi?
4. akreditiviT angariSsworebis rogori tipebi gamoiyeneba praqtikaSi?
5. daaxasiaTeT tranzaqciuli riskis arsi da am saxis
riskis marTvis formebi.
6. ras niSnavs translaciuri riski da rogor SeiZleba am
saxis riskis Semcireba?
7. daaxasiaTeT ekonomikuri riski.
8. rogor xdeba fuladi saxsrebis naSTebis minimizacia?
9. axseniT valutis konvertaciaze danaxarjebis minimizaciis arsi.
10. rogor xdeba savaluto riskis minimizacia?
11. kapiltabandebebis Sefasebis rogori xerxebi SeiZleba iqnas gamoyenebuli saerTaSoriso firmebSi?
12. daaxasiaTeT kapitalis dafinansebis saSinao da sagareo faqtorebi.
literatura:
1. ., ., , 4- .
.- 2006;
2. .., :
.-.: , 2009;
3. .., :
.- / : , 2006.
464
Tavi XV
saerTaSoriso finansuri aRricxva da
dabegvra
Sesaswavli sakiTxebi:
1. saerTaSoriso finansuri aRricxvisa da dabegvris arsi;
2. saerTaSoriso dabegvra.
lobil sawarmoebs, maTi finansuri aRricxvis sistema unda akmayofilebdes yvela im qveynis winaaRmdegobriv
standartebs, sadac isini ewevian sameurneo saqmianobas
da axorcieleben Sesabamis finansur operaciebs. garda
amisa, saerTaSoriso kompania gadasaxads ixdis im qveyanaSi, sadac eweva Tavis saqmianobas im buRaltruli dokumentebis safuZvelze, romelic dakanonebulia am qveyanaSi. firmis efeqtiani marTvisaTvis menejerebs sWirdeba
buRaltruli informacia, romelic Sedgenilia aRricxvis adgilobrivi standartebis Sesabamisad da denominirebulia adgilobriv valutaSi. amave dros, saTavo (mSobel) korporaciebs ucxo qveynebSi momuSave Svilobili
sawarmoebis saqmianobis SefasebisaTvis esaWiroebaT buRaltruli dokumentebis gadayvana im wesebze da procedurebze rac dadgenilia saTavo ofisis qveyanaSi. sirTuleebi warmoiqmneba, rodesac saTavo korporacias uxdeba mraval sxvadasxva qveyanaSi momuSave Svilobili sawarmoebis buRaltruli masalebis gaerTianeba da konsolidirebuli finansuri angariSebis Sedgena. mdgomareobas arTulebs is garemoebac, rom swrafad icvleba valutebis gacvliTi kursi, romlis momentaluri aRricxva
faqtobrivad rTuli da xSir SemTxvevaSi SeuZlebelia.
aseve, saerTaSoriso investorebs TavianTi kapitalis gansaTavseblad esaWiroebaT im qveynis buRaltruli
informacia, sadac isini apireben kapitalis dabandebas,
miuxedavad imisa, romel valutas iyeneben da rogoria
aRricxvis forma ama Tu im qveyanaSi. SeiZleba iTqvas, rom
globaluri ekonomikis ganviTarebisaTvis saerTaSoriso
investorebi unda flobdnen zust da saimedo informacias calkeul qveyanaSi arsebuli buRaltruli angariSgebebidan, raTa miiRon investiciuri gadawyvetileba. aseTi informaciis ararsebobam SeiZleba gamoiwvios buRaltruli skandali, amitomac finansuri aRricxva gadis
erovnul sazRvrebs gareT da igi saerTaSoriso saxes
iRebs.
466
saerTaSoriso biznesi unda daefuZnos buRaltruli aRricxvis iseT sistemas, romelic firmis menejerebs
uzrunvelyofs rogorc Siga informaciiT mmarTvelobiTi gadawyvetilebebis misaRebad, aseve gare informaciiT,
romelic saWiroa aqcionerebisaTvis, sakredito organizaciebis da saxelmwifo organoebisaTvis, sadac funqcionirebs firma. finansuri aRricxvis praqtikaze gavlenas
axdens mravali faqtori, romelTa Soris aRsaniSnavia
Semdegi: sakanonmdeblo, politikuri, kulturuli da
ekonomikuri. es faqtorebi yvela qveyanaSi araerTgvarovania da, Sesabamisad, buRaltruli aRricxvis ZiriTadi
miznebi da midgomebic gansxvavebulia.
zogadi samarTlis qveynebSi (didi britaneTi, aSS)
buRaltruli procedurebis ganviTareba xorcieldeba
gadawyvetilebaTa safuZvelze, romelsac iReben standartizaciis damoukidebeli organoebi, rogoricaa aRricxvis standartebis biuro (didi britaneTi) anda finansuri aRricxvis standartebis biuro (FASB) aSSSi.
aRniSnuli biuroebi TanamSromloben profesional buRalterTa jgufTan, maT Soris, nafic buRalterTa institutebTan. zogadi samarTlis qveynebis buRaltrebi
ZiriTadad efuZnebian e.w. sayovelTaod miRebul buRaltrul principebs (Generally Acceptd Accounting Principles
GAAP), romelic buRaltrebs aZlevs Tavisufali moqmedebis saSualebas TavianTi profesiuli SexedulebebiT
asaxon zusti da miukerZoebeli informacia.
zogierT qveyanaSi, piriqiT, finansuri aRricxvis
procedurebi da standartebi metwil SemTxvevaSi kodificirebulia, aRricxvis praqtika ganisazRvreba profesionaluri jgufebis ara koleqtiuri gadawyvetilebebiT, aramed kanoniT. magaliTad, safrangeTSi ekonomikaze mTavrobis centralizebulma kontrolma Tavisi asaxva hpova erTian erovnul angariSTa gegmaSi, romliTac
sargeblobs yvela franguli firma. analogiurad, germaniaSi buRaltruli praqtika xorcieldeba kanonisa da sa467
bebSi (ssrk, socialituri qveynebi) aRricxvis sistema mowodebulia saxelmwifo dagegmvis organoebi uzrunvelyos informaciiT produqciis gamoSvebis moculobaze.
finansuri angariSgebis erovnul standartebze SeiZleba gavlena moaxdinos kapitalis bazrebmac. amerikuli firmebi ZiriTadad kerZo investirebazea dafuZnebuli, ris gamo aRricxvis standartebi mimarTulia autsaiderebis zusti da sasargeblo informaciiT uzrunvelyofisaken. amitomac, aqcioneruli sazogadoebebis
dafuZneba unda Seesabamebodes finansuri angariSgebis
yvela moTxovnas, romelic dadgenilia fasiani qaRaldebis da birJebis komisiis mier (Securities and Exchange
Comission SEC). germaniaSi ki buRaltruli aRricxvis
praqtika mimarTulia ZiriTadad kreditorTa moTxovnilebis dasakmayofileblad. analogiuri situacia SeimCneva iaponiaSic.
amrigad, TiToeul qveyanaSi finansur angariSgebebze specifikurad aisaxeba politikuri, kulturuli, sakanonmdeblo da ekonomikuri faqtorebi. isini zemoqmedebas axdenen buRaltrebis qcevasa da maT mier aRricxvisadmi sxvadasva aspeqtiT midgomebze. gansxvavebuli
midgomebi, Tavis mxriv, asaxvas poulobs firmis mogebis
moculobaSi, aqtivebis SefasebaSi, gadasaxadebis sidideebSi, qveyanaSi saqmiani operaciebis gagrZeleba-Sewyvetis Sesaxeb gadawyvetilebis miRebaSi. saerTaSoriso sawarmoebi, romlebic efuZnebian buRaltruli aRricxvis
ucxour wesebs, magram ar iTvaliswineben gansxvavebebs,
did risks ewevian, romelic SeiZleba maTi saqmianobis dasasrulis mizezi gaxdes. gamomdinare aqedan, mizanSewonilad migvaCnia mokled mimovixiloT sxvadasxva qveynebis aRricxvis sistemis ZiriTadi Taviseburebebi.
aqtivebis Sefaseba da gadafaseba. angariSgebis sistemebi bevr qveyanaSi efuZneba Tavdapirvel RirebulebiT Sefasebas, rac niSnavs, rom buRaltrul dokumentebSi aqtivi aisaxeba Sesasyid fasSi cveTis gamoklebiT. mag469
ram, inflaciis gamo aqtivebis sabazro Rirebuleba gacilebiT metia mis Tavdapirvel Rirebulebaze. es problema
sxvadasxva qveyanaSi gansxvavebulad wydeba. zogierT qveyanaSi (magaliTad, niderlandebSi) nebadarTulia balansSi aseTi aqtivebis gazrda da realuri aRdgeniTi RirebulebiT asaxva. did britaneTSi TviTon buRaltrebi irCeven midgomas asaxon aqtivebi Tavdapirveli Tu aRdgeniTi RirebulebiT, an maTi kombinaciiT. aseTive Tavisufali arCevnebis ufleba gaaCniaT avstraliel aRricxvis
muSakebs. am qveynis firmebs SeuZliaT cvlilebebi Seitanon grZelvadiani aqtivebis RirebulebaSi inflaciis
gaTvaliswinebiT. aSS-sa da iaponiaSi msgavsi zrdadi gadafaseba dauSvebelia. aqtivebis gadafasebis meTodologiaSi arsebuli gansxvavebebi miuTiTebs imazed, rom sxvadasxva qveynis firmebis buRaltruli balansebis Sedareba moiTxovs frTxil da SemoqmedebiT midgomas.
sasaqonlo-materialuri balansebis Sefaseba. sayovelTaod aRiarebulia maragebis Sefasebis ori ZiriTadi meTodi; pirveli meTodi (Last in, first out) maragebis
Sefaseba pirveli Sesyidvis fasiT da meore meTodi
(First in, first out) Sefaseba ukanaskneli Sesyidvis mixedviT. advili misaxvedria, rom inflaciis dros pirveli
meTodiT Sefasebisas adgili aqvs firmis realizebuli
saqonlis saangariSo TviTRirebulebis mniSvnelovan
zrdas. meore meTodi uzrunvelyofs ufro gamWvirvale
Sefasebas vidre pirveli. ori firmis efeqtianobis Sedarebisas aucilebelia vicodeT, Sefasebis romel meTods
gamoiyenebs TiToeuli maTgani. amerikul, iaponur da kanadur firmebs SeuZliaT nebismieri meTodis gamoyeneba.
avstraliaSi pirveli meTodi ar gamoiyeneba, xolo axal
zelandiaSi igi daSvebulia, magram, rogorc wesi, ar gamoiyeneba. braziliuri da britanuli firmebi gamoiyeneben mxolod pirvel meTods.
msoflios sxvadasxva qveyanaSi araerTgvarovania
damokidebuleba sagadasaxado organoebTan. firmis anga470
baSi, cveTis daricxvaSi, gadavadebuli sagadasaxado anaricxebis gaangariSebebSi da a.S. unda iTqvas, rom formalurad IASB-s ara aqvs iuridiuli Zala. biuros mier SemoTavazebul standartebTan SeuTanxmeblobis SemTxvevaSi sxvadasxva qveynis xelisufleba ignorirebas ukeTebs maT. aSS da kanada formalurad mxars uWers IASB-s,
magram ar xsnian TavianT mkacr moTxovnebs im firmebis
mimarT, romelTa aqciebi Tavisuflad mimoiqceva amerikis safondo birJebze.
evrokavSirSi warmoiSva alternatiuli midgoma masSi Semaval qeynebSi aRricxvis sistemis Sesadarisobis
uzrunvelyofis kuTxiT. amiT EC cdilobs Seamciros evropuli saerTaSoriso kompaniebis xarjebi buRalteriis
warmoebaze, agreTve mis farglebSi investorebs gauadvilos firmebis efeqtianobis Sefaseba. EC meoTxe direqtivis Tanaxmad, TiToeuli qveyana valdebulia TavianTi
firmidan moiTxovos is aRricxva, romelic uzrunvelyofs maTi saqmianobis swori da miukerZoebeli Sedegebis
asaxvas. meSvide direqtiva firmebs avaldebulebs gamoaqveynon konsolidirebuli finansuri angariSgeba. amasTanave, aRniSnuli direqtiva wevr-qveynebs aniWebs moqmedebis garkveul Tavisuflebas erovnuli buRaltruli
standartebis dadgenisaTvis. magaliTad, maragebi SeiZleba Sefasdes LIFO, FIFO meTodebiT, faqtobrivi RirebulebiT an Sewonili RirebulebiT. angariSebis konsolidacia araa saWiro, Tu Svilobili sawarmos saqmianoba
ar warmoadgens arsebiTs saTavo firmisaTvis, an kidev
Tu konsolidacia moiTxovs did danaxarjebs. aRsaniSnavia, rom angariSgebis saerTaSoriso standartebis lobirebas ewevian iseTi organizaciebi, rogoricaa vaWrobis
saerTaSoriso organizacia, fasiani qaRaldebis saerTaSoriso organizacia.
buRaltruli angariSebis saerTaSoriso standartebis danergvas hyavs mowinaaRmdegeebic, romelTa azriT am harmonizacias didi saxsrebi sWirdeba, xolo TviT
475
faqti xelyofs saxelmwifoTa erovnul Rirsebas. miuxedavad amisa, nela, magram mainc uwyvetad mimdinareobs
harmonizaciis procesi, rasac ganapirobebs saerTaSoriso kompaniebis moTxovna SeaRwion msoflio kapitalis bazarSi. warmatebuli konkurenciisaTvis ki saWiroa buRaltruli informaciis analizi da Sefaseba. Tumca, bevri msxvili evropuli kompania kapitalis globalur bazarSi SeRwevisa da xarjebis Semcirebis mizniT gadavida
buRaltruli aRricxvis ufro gamWvirvale proceduraze, rogoricaa IASC an/da CAAP.
garda finansur angariSgebebSi arsebuli gansxvavebebTan dakavSirebuli sirTuleebisa, saerTaSoriso firmebs uwevT agreTve buRaltruli aRricxvis kidev ori
problemis gadaWra, romelic xSirad warmoiqmneba saerTaSoriso biznesSi. es problemebia: ucxour valutaSi
denominirebuli tranzaqciis aRricxva; ucxouri Svilobili kompaniebis operaciuli Sedegebis asaxva korporaciis konsolidirebul finansur angariSgebaSi.
am problemis mniSvneloba saerTaSoriso firmebisaTvis ganpirobebulia breton-vudsis SeTanxmebis SewyvetiT, ris Sedegad fiqsirebuli gacvliTi kursi Seicvala sabazro kursiT. 1971 wlidan dawyebuli saerTaSoriso tranzaqciebis Rirebulebasa da korporaciis konsolidirebul finansur angariSgebaze gacvliTi kursis
cvlilebis gavlenis aRricxva saerTaSoriso biznesis
erT-erTi aqtualuri mimarTuleba gaxda.
saerTaSoriso biznesSi didi mniSvneloba eniWeba
ucxour valutaSi tranzaqciebis aRricxvas, radgan firmebi am problemas yovelTvis awydebian, rodesac axorcieleben saqonlis, aqtivebis, momsaxurebis yidvas an gayidvas sxva qveynis valutaSi. moqnili gacvliTi kursis
sistemis pirobebSi savaraudoa, rom firmis mier saerTaSoriso kontraqtze xelmoweris droidan Tanxis gadaxdis momentamde an saqonlis, aqtivebis, momsaxurebis miRebamde valutis kursi Seicvalos. aviRoT Semdegi maga476
Sin, rodesac firma Tavisi ucxouri Svilobili kompaniebis saqmianobis Sedegebis Sesaxeb angariSs abarebs aqcionerebs da Tavisi mSobliuri qveynis sagadasaxado organoebs. rogorc wesi, ucxouri Svilobili sawarmoebi operaciebs axorcieleben adgilobriv valutaSi, amitomac
saTavo kompaniam unda gadaiangariSos maTi finansuri angariSebi Tavis valutaSi. Svilobili kompaniebis lokalur valutaSi denominirebuli finansuri angariSebis
saTavo kompaniis valutaSi `gadayvanis~ process ewodeba
translacia (translation), rac dakavSirebulia translaciur riskTan. mravali saerTaSoriso kompaniis transliaciis aucilebloba dakavSirebulia konsolidirebuli
finansuri angariSgebis formirebis aucileblobasTan.
konsolidirebul finansur angariSgebaSi saTavo firmisa
da misi Svilobili sawarmoebis operaciebis mTeli erToblioba aisaxeba erT valutaSi denominirebul angariSTa erTiani kompleqsis saxiT.
finansuri angariSebis translacia erTi valutidan
meore valutaSi moiTxovs Sesabamisi gacvliTi kursis gamoyenebas. ramdenadac angariSebSi asaxuli saqmiani operaciebi mimdinareobs drois sxvadasxva momentSi, dgeba
sakiTxi valutis romeli kursi iqnes gamoyenebuli: tranzaqciis ganxorcielebis dRisaTvis arsebuli kursi (istoriuli kursi), Tu finansuri angariSebis Sedgenis dRisaTvis arsebuli kursi (mimdinare kursi), droSi saSualoSewonili, Tu sxva kursi. aSS-Si gacvliT kursTan dakavSirebiT buRaltrul procedurebSi, romelic Seexeba
ucxour valutaSi denominirebuli finansuri angariSebis Sedgenas, gamoiyeneba #52 standarti _ SemuSavebuli
finansuri aRricxvis standartebis biuros mier.
am standartis mixedviT ucxouri investiciebis ganmarteba xdeba sxvadasxvanairad, imasTan damokidebulebiT, sawesdebo kapitalis ra nawils flobs saTavo kompania. amerikuli firma, romelsac gaaCnia portfeluri investiciebi ucxour kompaniebSi 10%-ze naklebi moculo478
transfertuli fasis gaangariSebis sabazro meTodi gulisxmobs im fasebis gamoyenebas, romliTac saqoneli gadaadgildeba korporaciis erTeulebs Soris da romelic ganisazRvreba Ria bazris fasis safuZvelze.
transfertuli fasis arasabazro meTodiT dadgena
gulisxmobs mis gansazRvras myidvelsa da gamyidvels Soris molaparakebis safuZvelze saqonlis TviTRirebulebaze dayrdnobiT, mag., warmoebis danaxarjebze garkveuli fiqsirebuli danamatiT. saTavo kompaniis mier gaweuli zogierTi momsaxureba SeiZleba Sefasdes Svilobili
sawarmos amonagebidan procentis formiT.
saerTaSoriso kompaniebi Cveulebriv arasabazro
transfertul fasebs iyeneben, rac metwilad gamowveulia imiT, rom zogierTi saqonlisa da momsaxurebis bazari mocemuli korporaciis miRma faqtobrivad ar arsebobs. magaliTad, espaneTis qarxnis mier gamoSvebul
`fordis~ Zravebis erTaderTi bazari SeiZleba iyos avtomobilis asawyobi qarxnebi belgiaSi, germaniasa da did
britaneTSi. ramdenadac am Zravebis sagareo bazari ar
arsebobs, Ford-s SeuZlia daawesos transfertuli fasebi,
gamomdinare warmoebis TviTRirebulebidan da garkveuli danamatiT, romelic dafaravs zednadeb xarjebs da
mogebas.
arasabazro fasebis gamoyenebas aqvs rogorc dadebiTi, ise naklovani mxareebi. naklovanebaTa ricxvSi Sedis is faqti, rom qvedanayofis myidvel da gamyidvel menejerebs aranairad ar SeuZliaT gavlena moaxdinon fasis formirebasa da korporaciis dasabegr konsolidirebul mogebaze. garda amisa, arasabazro transfertulma
fasebma SeiZleba Seamciros gamsaRebeli qvedanayofis
efeqtianoba. transfertuli fasis dadgenisas TviTRirebulebiT da garkveuli danamatiT gamyidvels SeiZleba
naklebi stimuli hqondes danaxarjebis SemcirebisaTvis,
ramdenadac arasabazro fasis gamoyenebisas danaxarjebis zrda SeiZleba gadanawildes korporaciis sxva wev481
rebze. miuxedavad amisa, arasabazro transfertuli fasebis gamoyeneba SeiZleba xelsayreli iyos saerTaSoriso sawarmoebisaTvis. Sigakorporaciuli fasebis swori
restruqturizaciis pirobebSi saTavo kompaniam SeiZleba Seamciros misi gadasaxadebis saerTo sidide. magaliTad, transnacionalurma kompaniam SeiZleba Seamciros
advaloremul tarifze (gacxadebuli Rirebulebidan tarifi) sagadasaxado wnexi gamyidveli da myidveli qvedanayofebis gasacemi fasis SemcirebiT, rac Tavis mxriv,
Seamcirebs tarifis gasaangariSebel bazas. amgvari faswarmoqmniT firmas eZleva mogebaze gadasaxadis Semcirebis SesaZlebloba. davuSvaT, saerTaSoriso kompania muSaobs or qveyanaSi: erTSi korporaciul mogebaze gadasaxadi maRalia, xolo meoreSi dabali. firmas SeuZlia gazardos transfertuli Svilobili kompaniisaTvis dadgenili fasebi maRalgadasaxadiani qveynidan da Seamciros transfertuli fasebi Svilobili kompaniisaTvis,
dabalgadasaxadiani qveynidan. amgvari midgomiT saTavo
kompania amcirebs mogebis sidides pirveli Svilobili
kompaniisaTvis da zrdis mas meore analogiuri kompaniisaTvis. Sedegad amisa, saTavo kompaniis mogeba maRali sagadasaxadoganakveTiani qveynidan gadadis dabal sagadasaxadoganakveTian qveyanaSi da saerTo sagadasaxado wnexi mcirdeba.
transfertuli fasebis gonivruli struqturizacia firmas aZlevs saSualebas, Tavidan aicilos mimRebi
qveynis SezRudvebi mogebis repatriaciaze. davuSvaT, magaliTad, mimRebi qveyana blokavs repatriacias an krZalavs Svilobili kompaniis mier saTavo kompaniaze dividendis gadaxdas. amis Tavidan acileba SeiZleba transfertuli fasis gadidebiT im Svilobil kompaniaze, romelsac miewodeba saqoneli da momsaxureba am korporaciaSi Semavali sxva sawarmoebidan, an kidev misgan saerTokorporaciuli gadasaxadebis amoRebiT. amis Sedegad
fuladi saxsrebi iqneba gadaadgilebuli Svilobili kom482
paniidan firmis sxva struqturul erTeulebSi gadasaxdelebis saxiT saqonelsa da momsaxurebaze da ara akrZaluli dividendebis saxiT. saboloo Sedegi iqneba erTnairi: fuladi saxsrebis repatriacia, Tundac sxva formiT,
xdeba mimRebi qveynidan.
transfertuli fasis sidide xSirad warmoadgens
kompromiss sagadasaxado Sedegebsa da im qveynis sakanonmdeblo SezRudvebs Soris, sadac firma saqmianobs. praqtika da gamokvlevebi adastureben, rom saerTaSoriso
kompaniebi xSirad axdenen transfertuli faswarmoqmnis
meSveobiT sagadasaxado simZimis gadatana-gadanawilebas.
iseTi saxelmwifo organo, rogoric aSS sagadasaxado sammarTveloa, kargadaa gacnobierebuli buRaltruli TamaSebis zemoTmoyvanil teqnologiaSi. amitom qveynis SigniT da sazRvargareT saerTaSoriso kompaniebis
transfertuli safaso politika gansakuTrebuli yuradRebis centrSia. sagadasaxado organoebi Tvalyurs
adevneben, raTa firmebma Tavi ar aaridon TavianTi sagadasaxado valdebulebebis Sesrulebas. saxelmwifo organoebi Cveulebriv atareben e.w. formaluri fasis Semowmebas. am SemTxvevaSi formalur fass warmoadgens firmis
ori damoukidebeli mxaris molaparakebebis Sedegad dadgenili fasi. xSir SemTxvevaSi formaluri fasis dadgena
SeuZlebelia, ris gamo saerTaSoriso kompaniebsa da sagadasaxado organoebs Soris warmoiqmneba konfliqtebi.
`sagadasaxado samoTxe~. sagadasaxado simZimis Semcirebis meore xerxi, romelsac iyeneben saerTaSoriso
firmebi, mdgomareobs saqmiani operaciebis ganxorcielebaSi e.w. `sagadasaxado samoTxeSi~, romelic warmoadgens erT-erT qveyanas, sadac korporaciuli gadasaxadebi mogebaze dabalia, an saerTod ar arsebobs. Zalian mcire danaxarjebiT saerTaSoriso kompanias SeuZlia aseT
adgilas gaxsnas Tavisi Svilobili sawarmo, romelSic mas
ekuTvnis sawesdebo kapitalis 100 procenti. iseTi gadasaxdelebis manipulirebiT, rogoricaa transfertuli
483
fasebi, dividendebi, procentebi, salicenzio mosakreblebi da a.S. saerTaSoriso kompanias SeuZlia maRali gadasaxadebis mqone qveynidan Tavisi Svilobili kompaniis
mogeba `gadaisrolos~ `sagadasaxado samoTxeSi~ daregistrirebul firmaSi da amiT aacilos igi sxva qveyanaSi
gadasaxadis iuridiul gadaxdas. magaliTad, saerTaSoriso kompanias SeuZlia gadasces sasaqonlo niSanze sakuTrebis ufleba Svilobil sawarmos, romelic ganlagebulia kaimanis kunZulebze. es sawarmo, Tavis mxriv, amoiRebs TiToeuli Svilobili kompaniidan am sasaqonlo niSnis gamoyenebaze gadasaxdels. am gadasaxdelis gadaxdis
Sedegad TiToeuli Svilobili sawarmos mogeba mcirdeba,
rac Tavis mxriv, iwvevs korporaciul mogebaze gadasaxadis Semcirebas. magram kaimanis kunZulebze licenziuri
gasamrjelo, miRebuli adgilobrivi firmebidan maTi sasaqonlo niSnebis gamoyenebaze, gadasaxadiT ar ibegreba.
igive mdgomareobas aqvs adgili mogebaze, kapitalis matebasa da dividendebze. Sedegad amisa, saerTaSoriso
kompania amcirebs Tavis sagadasaxado tvirTs.
ekonomikur literaturaSi mimdinareobs diskusia
`sagadasaxado samoTxis~ eTikis Sesaxeb. eqspertebis erTi nawili Tvlis, rom `sagadasaxado samoTxis~ da transfertuli faswarmoqmnis gonivruli gamoyeneba xelsayrelia saerTaSoriso kompaniebis aqcionerebisaTvis,
Tumca amasTanave, adgili aqvs saTavo organizaciis qveynis sabiujeto Semosavlebis Semcirebas. am SemosavlebiT
ki SesaZlebeli gaxdeboda iseTi mniSvnelovani socialuri problemebis gadawyveta, rogoricaa siRaribe, usaxlkaroba, narkomania da a.S. is faqti, rom saerTaSoriso
kompania ar ixdis gadasaxadebis `samarTlian wils~ im qveyanaSi, sadac is funqcionirebs, niSnavs, rom am problemis gadaWra ar xdeba an xdeba sxva gadasaxadis gadamxdelebis mier. ramdenadac saerTaSoriso kompaniebi iyeneben sxvadasxva momsaxurebas satransporto infras-
484
nis kunZulebis ekonomikis safuZvelia turistuli biznesi (mSp-s 70%), yovelwliurad qveyanas stumrobs 2
mln-ze meti turisti, ZiriTadad aSS-sa da kanadidan. mosaxleobis cxovrebis doniT qveyana erT-erTi mowinavea
msoflioSi. `sagadasaxado samoTxiT~ amayobs adgilobrivi mosaxleoba, Tumca, meore mxriv, igi sxva qveynebis
sagadasaxado organoebs sakmaod did problemebs uqmnis.
ucxouri mogebis dabegvra aSS-Si. sxvadasxva saxelmwifoebSi ucxo qveynebSi miRebuli Semosavlebis dabegvra xdeba araerTgvarovnad, Tumca mravali ganviTarebuli qveynisaTvis damaxasiaTebelia zogadi niSnebi,
romelic SeiZleba daxasiaTdes aSS-is magaliTze, sadac
kompaniebis ucxouri Semosavali generirdeba sami wyarodan: produqciis an momsaxurebis eqsporti, ucxouri filialebis saqmianoba da ucxouri Svilobili sawarmoebis
saqmianoba.
aSS sagadasaxado kodeqsiT saqonlisa da momsaxurebis eqsportidan miRebuli mogeba ganixileba zustad
iseTnairad, rogorc Siga bazarze miRebuli mogeba. marTalia aSS-is eqsporti Zalian didia, magram firmebis saeqsporto saqmianobis stimulirebisaTvis amerikuli sagadasaxado kodeqsi didi xnis ganmavlobaSi nebas rTavda
e.w. sagareo-savaWro korporaciebis (foreign sales corporation, FSL) Seqmnas. kodeqsis Tanaxmad, sagareo-savaWro
korporacias Tavisi saqmianobis mniSvnelovani nawili
marketingi (SekveTebis damuSaveba, distribucia, angariSebis wardgena, saeqsporto gayidvebis dafinanseba) unda
ganexorcielebina sazRvargareT. firmas, romelic srulad Seasrulebda korporaciis am pirobebs, SeeZlo mniSvnelovnad Seemcirebina Tavisi federaluri gadasaxadi
mogebaze saeqsporto saqmianobidan. Tumca, 2000 wlidan
vaWrobis msoflio organizaciam (WTO), romelic moqmedebda evrokavSiris (EC) saCivris Sesabamisad, gaakeTa
ganmarteba, rom sagareo-savaWro korporaciebisadmi sagadasaxado SeRavaTebis gaweva ar ewinaaRmdegeba eqspor486
sakontrolo kiTxvebi:
1. raSi mdgomareobs finansuri aRricxvis roli da
amocanebi saerTaSoriso biznesSi?
2. risTvis sWirdebaT saerTaSoriso investorebs buRaltruli angariSgebis maCveneblebi?
3. raSi mdgomareobs buRaltruli procedurebis
ganmasxvavebeli niSnebi sxvadasxva qveynis aRricxvis sistemaSi?
4. romeli ZiriTadi faqtorebi axdenen gavlenas finansuri aRricxvis sistemis formirebaze?
5. rogoria aqtivebis Sefasebisa da gadafasebis saerTaSoriso praqtika?
6. romeli organizaciebi monawileobn buRaltruli
aRicxvisa da finansuri angariSgebis harmonizaciis saqmianobaSi da ra aris maTi mizani?
7. rogor xdeba ucxour valutaSi denominirebuli
tranzaqciis aRricxva?
8. ras niSnavs termini transliacia?
491
9. raSi mdgomareobs saerTaSoriso investiciebis aRricxvis danaxarjebis meTodisa da wilobrivi monawileobis meTodis arsi?
10. romel meTodebs iyeneben saerTaSoriso firmebi
sagadasaxado wnexis Sesamcireblad?
11. raSi mdgomareobs ,,sagadasaxado samoTxis~ arsi da
rogor uwyobs igi xels saerTaSoriso biznesis
ganviTarebas?
12. rogor xdeba ucxouri mogebis dabegvra aSS-Si?
13. raSi mdgomareobs aqtiuri mogebis da pasiuri mogebis arsi?
14. rogor xdeba saerTaSoriso sagadasaxado konfliqtebis daregulireba?
15. ras niSnavs sagadasaxado krediti da xelSekrulebebi dabegvraze?
literatura:
1. finansuri angariSgebis saerTaSoriso standartebi
(fass), nawili I, nawili II, Tbilisi, 2004;
2. ., ., , 4- .
.- 2006;
3. .., ..,
, .- .:
, 1998.
492
Tavi XVI
adamianuri resursebisa da SromiTi
urTierTobebis
saerTaSoriso marTva
Sesaswavli sakiTxebi:
1. adamianuri resursebis marTvis Taviseburebani;
2. adamianuri resursebis gamoyenebis specifika;
3. saerTaSoriso menejerebis SerCeva;
4. eqspatriantebis marcxis mizezebi;
5. treningebisa da menejmentis ganviTarebis programebi;
6. samuSaos Sefaseba;
7. Sromis anazRaureba;
8. saerTaSoriso SromiTi urTierTobani.
497
gamocdili menejerebis SerCeva saerTaSoriso biznesSi xorcieldeba ramdenime arxis gamoyenebiT. erT-erTi aris sakuTriv kompania, misi is TanamSromlebi, romlebic muSaoben mimReb qveyanaSi an is pirebi, romlebic
saqmianoben saTavo firmaSi da mzad arian gaemgzavron sazRvargareT. ukanasknelSi Sedis is menejerebi, romlebic manamde ar muSaobdnen sazRvargareT da isini, vinc
asrulebdnen firmis davalebebs ucxoeTSi. rogorc wesi,
multierovnuli korporaciebi am mizniT iyeneben sarezervo personals an im muSakebis bazas, romlebic gavidnen pensiaze da gaaCniaT davalebis Sesasruleblad Sesabamisi codna da gamocdileba. pensiaze gasuli muSakebi,
rogorc wesi, siamovnebiT Tanxmdebian sazRvargareT wasvlaze. ase magaliTad, kompania Verizon-s Tavis monacemTa
bazaSi yavs aseTi 725 yofili TanamSromeli.
multierovnul korporacias aseve SeuZlia moiZios
aseTi muSakebi sxva firmebSi. es SeiZleba iyos is menejerebi, romlebic saqmianoben mimRebi qveynis firmebSi,
an saerTod menejerebi, romlebic saqmianoben sxva kompaniebSi da gaaCniaT Sesabamisi codna da kvalifikacia.
sasurveli menejerebis SerCevis procesSi korporacia
zogjer mimarTavs e.w. xedxanterebis daxmarebas. ukanasknelni specializdebian sasurveli kandidatebis moZiebaSi. xedxanteruli organizacia es aris firma, romelic specializdeba kvalificirebuli menejerebis Zebnasa da Sesabamis vakansiaze dasaqmebaSi. mraval ganviTarebul qveyanaSi xedxanteruli saqmianoba iTvleba
araeTikurad, radganac is gulisxmobs kadrebis gadabirebas, Tumca is ar ikrZaleba kanonmdeblobiT.
SeiZleba Tamamad vamtkicoT, rom globalizaciis
procesi Seexo Sromis bazrebs. magaliTad, umsxviles
britanul korporacia Imperial Chemical Indastri-Si 150
menejeridan mxolod 50% aris ingliseli. saerTaSoriso
korporaciebi erovnulobaze ufro maRla ayeneben Sromis efeqtianobas.
499
rogorc aRiniSna, ojaxis Seuguebloba axali kulturisadmi zogjer xdeba eqspatriantebis marcxis ZiriTadi mizezi. amitom, kompaniebis didi nawili yuradRebas
aqcevs eqspatriantebis ojaxis axali garemosadmi Seguebis problemas.
imisaTvis, rom ar warmoiqmnas msgavsi xasiaTis problemebi kompaniebi, eqspatriati menejerebis SerCevis
procesSi, iyeneben sxvadasxva meTodebs. iseTebs rogorebicaa: gasaubreba, piradi Tvisebebis safuZvliani Semowmeba, ojaxuri migraciis specialistebis _ am dargis
fsiqologebis mowveva da sxva. zogierTi multierovnuli korporacia cdilobs daadginos, potenciuri kandidati SeZlebs Tu ara gaiziaros maspinZeli qveynis kulturuli Rirebulebebi. magaliTad, amerikuli kompaniebi
mravali wlis ganmavlobaSi eqspatriatebis Tanamdebobebze ar agzavnidnen qalebs iseT qveynebSi, rogorebicaa:
irani, iaponia da sxva, sadac ar xdeba mandilosnis ojaxis
gareT samuSaoebze saqmianobis stimulireba.
nili amerikeli specialistebis 16%-dan 40 %-mde brundeba samSobloSi kontraqtis dasrulebamde da muSakebis
TiTqmis 70%, gagzavnili ganviTarebad qveynebSi brundeba ukan droze adre. miuxedavad imisa, rom dawvrilebiTi
informacia yvela qveynis mixedviT miuwvdomelia, SegviZlia davaskvnaT, rom eqspatriantebis marcxi aris universaluri problema. eqspatriantebis marcxis danaxarjebi aris maRali. erTi marcxis saSualo danaxarji
firmisTvis aris eqspatrianti menejeris yovelwliur
samjerad xelfass damatebuli mivlinebis danaxarjebis
tolfasi. TanxaSi gamoxatuli TiToeuli marcxis danaxarji meryeobs 250000 aTasidan 1 milion dolaramde.
amasTan, amerikeli eqspatriatebis daaxloebiT 30%-dan
50%-mde, romelTa saSualo yovelwliuri anazRaureba
250000 dolaria, rCebian maT saerTaSoriso Tanamdebobebze, magram firmebs maT mier gaweuli saqmianoba araefeqtianad miaCnia.
amerikuli multierovnuli kompaniebisTvis, mniSvnelobebis mixedviT `eqspatriatebis marcxis~ mizezebi
ganisazRvra Semdegi kriteriumebi:
meuRlis Seuguebloba;
menejerTan saqmianobis Seuguebloba;
sxva ojaxuri problemebi;
menejeris pirovnuli da emociuri simwifis done;
sazRvargareT dakisrebuli pasuxismgeblobisaTvis Tavis vergarTmeva.
evropuli firmebis menejerebma daasaxeles marto
erTi mizezi _ meuRlis Seuguebloba axal garemosTan.
iaponuri firmebis marcxis mizezebia:
sazRvargareT wamoWrili pasuxismgeblobebisTvis Tavis ver garTmeva;
axal garemosTan Seguebis siZneleebi;
pirovnuli da emocionaluri problemebi;
teqnikuri kompetenciis nakleboba;
502
meuRlis Seuguebloba.
yvelaze SesamCnevi gansxvaveba am CamonaTvalTa Soris aris meuRlis Seugueblobis faqtorSi, romelic amerikuli da evropuli multierovnuli kompaniebisaTvis
yvelaze mniSvnelovani mizezia, xolo iaponuri firmebisaTvis is mniSvnelobis mixedviT ikavebs mxolod mexuTe
adgils.
gamokvlelebma [3, gv.18-22] daadastures, rom meuRlis, menejerTan saqmianobis Seuguebloba, aris eqspatriantebis marcxis ZiriTadi mizezi.
meuRleebis Seuguebloba sazRvargareT cxovrebasTan dakavSirebulia bevr faqtorTan. meuRleebi xSirad
ucxo qveyanaSi Tavs grZnoben megobrebisa da ojaxis gareSe. enis barieri maTTvis arTulebs axali megobrebis
SeZenas, maSin rodesac es ar warmoadgens problemas menejerebisaTvis, romlebsac SeuZliaT gaiCinon megobrebi
samuSaoze. maTi meuRleebisTvis es dakavSirebulia did
sirTuleebTan, amitom isini Tavs saxlSi gamoketilebad
grZnoben. es problema xSirad garTulebulia emigraciis
maregulirebeli kanonebiT, romlebic krZalaven meuRis
samuSaoze ayvanas.
qspatriantebis marcxis Semcirebis erT-erTi saSualebaa maTi SerCevis proceduris gaumjobeseba, rac,
Tavis mxriv, moicavs TanamdebobisaTvis Seuferebeli
kandidatebis gamoricxvas. am problemis gamokvlevis safuZvelze, bevr firmaSi ZiriTad problemad daasaxelda
is, rom adamianuri resursebis menejerebi aTanabreben
kompaniis samSobloSi da sazRvargareT samuSaos Sesrulebis pirobebs. qveynis SigniT da sazRvargareT samuSaos Sesrulebis pirobebi erTob gansxvavebulia. menejerma, romelic samuSaos advilad umklavdeba Tavis qveyanaSi, SesaZloa ver SeZlos gansxvavebuli kulturis qveyanaSi SromiTi procesis marTva. gamokvlevis Sedegad dadginda is 4 ZiriTadi aspeqti, romelic gansazRvravs sazRvargareT saqmianobis warmatebas. esenia TviTorienta503
genlebs, rogorc TavianTi qveynis moqalaqeebs. amis Sedegad isini ganicdian mniSvnelovan problemebs menejmentSi. maspinZeli qveynis realobas kargad morgebuli
eqspatriantebi ar gansjian maspinZeli qveynis moqalaqeebis qmedebas da cdiloben maTi menejmentis stili iyos
morgebuli im kulturas, wes-Cveulebebsa da pirobebs,
romelSic maT uxdebaT saqmianoba.
kulturebTan dakavSirebuli siZneleebi: es aspeqti
exeba kavSirs eqspatriartebis samuSaosTan adaptaciis
unarsa da im qveyanis Taviseburebebs Soris, romelSic is
unda Sesruldes. zogierT qveynaSi muSaoba aris ufro
rTuli, radgan misi kultura eqspatriantisaTvis aris
uCveulo da uxerxuli. magaliTad, bevri amerikeli miiCnevs did britaneTs iq muSaobisaTvis SedarebiT mosaxerxeblad. amis mizezi ki isaa, rom am or kulturas bevri saerTo aqvs. amasTan, amerikelebs aradasavluri kulturis
qveynebSi muSaoba rTulad miaCniaT. aseTi qveynebia magaliTad: indoeTi, samxreT azia da Sua aRmosavleTi. amis
mizezebia: cudi sacxovrebeli pirobebi, arastumarTmoyvare atmosfero, dasavluri garTobis nakleboba da enis
barieri. aRsaniSnavia isic, rom aRmosavleTis bevr qveyanaSi upiratesobas aniWeben mamakacebs, rac dasavleli qali menejerebisTvis did problemas warmoadgens.
menejerebis kvalifikaciis amaRleba maTi mTeli karieris manZilze. amdenad, menejmentis ganviTarebis programis nawilia personalis sazRvargareT gagzavna, raTa gafarTovdes misi gamocdileba da kulturaTaSorisi Sexedulebebi. firmis sxva menejerebTan erTad, mas regularulad SeuZlia daeswros menejmentis ganviTarebis
programebs. farTo saerTaSoriso gamocdileba zrdis
menejeris mmarTvelobiT da liderul Tvisebebs.
istoriulad, saerTaSoriso biznesis warmomadgenelTa umetesoba ufro met yuradRebas aqcevda treningebs, vidre menejmentis ganviTarebis programebs. treningebis mizania mSobliuri qveynis moqalaqeebis sazRvargareT Tanamdebobaze samuSaod momzadeba. dReisaTvis, globaluri kompetenciisa da transnacionaluri
firmebis warmoSobis gamo, es mdgomareoba Zireulad Seicvala. amJamad, sazRvargareTis sxvadasxva samuSaobisaTvis mniSvnelovania treningebTan erTad menejmentis
ganviTarebis programebis gavla. saerTaSoriso biznesSi,
menejmentis ganviTarebis programebis mizania kompaniis
strategiuli miznebis miRweva. menejmentis ganviTareba
miiCneva strategiuli miznebis miRwevis iaraRad.
treningebisa da menejmentis ganviTarebis programebs Soris arsebuli sxvaobis dasadgenad, Cven jer gamovikvlevT sazRvargareTis Tanamdebobaze gasagzavni menejerebis treningebis tipebs. Semdeg vimsjelebT im kavSirze, romelic arsebobs globalur biznesSi menejmentis ganviTarebasa da strategias Soris.
eqspatrianti menejerebis treningebi.
rogorc aRvniSneT, eqspatriantebis marcxis yvelaze gavcelebuli mizezia: meuRlisa da menejeris Seuguebloba axal garemosTan. treningi exmareba menejersa
da mis meuRles am problemis daZlevaSi. eqspatriatebis
marcxs amcireben kulturuli, enobrivi da praqtikuli
treningebi. treningebis gamoyenebis yovelmxmrivi mniSvnelobis miuxedavad, isic faqtia, rom menejerTa umete506
508
509
xangrZlivi periodiT menejerTa jgufis gaerTianeba da maTi sazRvargareTis qveyanebSi sxvadasxva saxis samuSaoebze gagzavna, exmareba firmas araformaluri menejmentis qselis CamoyalibebaSi. aseTi qseli SesaZloa
gamoviyenoT, rogorc organizaciis SigniT gamocdilebis gaziarebis saSualeba. magaliTis saxiT ganvixiloT
telekomunikaciebis
mwarmoebeli
Sveduri
kompania ,,eriqsoni~. am kompaniaSi TanamSromloba Zalian mniSvnelovania, gansakuTrebiT kompaniidan misi filialebisaTvis nou-hausa da ZiriTadi kompetenciebis gadasacemis mizniT. TanamSromlobis gasaZliereblad `eriqsoni~
cvlis specialistebs, rogorc saTavo ofisSi, aseve mis
filialebSi. `eriqsoni~ erTi an ori wlis ganmavlobaSi
agzavnis 50-dan 100-mde inJinersa da sxvadasxva profilis menejerebis jgufs kompaniis erTi qveynis struqturuli erTeulidan meoreSi, rac mniSvnelovnad afarToebs adamianebs Soris saqmian da kulturul urTierTobebs. aRniSnuli politika aris efeqtiani, rogorc saerTo kulturis Semecnebis, aseve kompaniis sxvadasxva qveynebSi gafantuli sawarmoebis koordinaciisaTvis.
sxvadasxva qveyanaSi menejerebis Sromis anazRaurebaSi arsebiTi gansxvavebebia. cxriliSi #1 warmodgenilia am dargSi Catarebuli gamokvlevis Sedegebi. gamokiTxvam moicva 2007-2009 wlebSi 29 qveynis im kompaniis
muSakebi, romlTa saSualo anazRaureba yovelwliurad
Semosavlis saxiT Seadgenda 500 milion aSS dolars.
cxrili 1.
2007-2009 wlebSi Sromis anazRaureba
29 qveyanis mixedviT (aSS-is dolarebSi)
qveyana
argentina
avstralia
belgia
brazilia
kanada
CineTi(hongkongi)
CineTi (Sanxai)
safrangeTi
germania
indoeTi
italia
iaponia
malaizia
meqsika
holandia
axali zelandia
singapuri
samxreT afrika
samxreT korea
espaneTi
SvedeTi
Sveicaria
taivani
gaerTianebuli samefo
aSS
venesuela
prezidentebis
anazRaureba
316,735
694,638
697,030
545,024
889,898
746,417
99,795
735,363
954,726
222,894
841,520
456,937
333,298
966,759
675,062
449,414
959,411
538,290
393,533
520,080
700,290
1,190,567
249,075
830,223
2,249,080
401,799
samuSaos
anazRaureba
6,937
31,543
43,541
8,861
36,283
20,932
4,630
42,682
44,757
3,928
35,434
48,178
6,681
15,312
36,860
23,068
17,463
7,453
26,519
28,506
39,816
60,193
17,144
29,730
51,121
9,849
513
sazRvargareT muSaobisaTvis premia. es aris eqspatrianti menejerebis damatebiTi xelfasi misi qveynis
datovebisa da sxva qveyanaSi samuSaod wasvlis gamo. aseTi premia warmoadgens sazRvargareT samuSaod wasvlis
damatebiT stimuls. amiT xdeba eqspatriantebis megobrebisa da ojaxisagan izolaciis erTgvari kompensacia. bevri firma uxdis ZiriTadi xelfasis 10-30 procentis odenobis premias, rac saSualo premiaa.
SeRavaTebi. eqspatriantis Sromis anazRaurebis paketSi Sedis 4 tipis SeRavaTi: sxva qveyanasTan Seguebis
siZneleebis, sacxovreblis, cxovrebis pirobebze danaxarjebis da ganaTlebis SeRavaTebi.
sxva qveyanasTan Seguebis siZneleebis SeRavaTi maSinaa saWiro, Tu eqspatrianti gaagzavnes Rarib qveyanaSi.
aseTs miekuTvneba qveyana, sadac jandacva, ganaTleba da
da sxva materialuri da aramaterialuri sikeTeebi gamgzavn qveyanasTan SedarebiT ufro dabali donisaa.
sacxovreblis SeRavaTi gaicema imisaTvis, rom gagzavnilma SeZlos iseTive xarisxis binaSi cxovreba, rogorSic is imyofeboda sakuTar qveyanaSi. iseT adgilebSi,
sadac saxlebi Zalian Zviria ( magaliTad londoni da tokio), es SeRavaTi mniSvnelovania da udris gagzavnilis
mTliani anazRaurebis 10-30 %-s.
cxovrebis pirobebze danaxarjebis SeRavaTi gaicema im mizniT, rom eqspatriants gaaCndes igive cxovrebis
pirobebi, rogoric mas samSobloSi gaaCnda.
ganaTlebis SeRavaTi ki aucilebelia imisaTvis, rom
eqspatriantis Svilebma swavla gaagrZelon maTi qveynis
ganaTlebis standartebis Sesabamis skolaSi. maspinZeli
qveynis sajaro skolebi zogjer ar aris gagzavnilis Svilebis ganaTlebis donis Sesaferisi. aseT SemTxvevaSi saWiroa ganaTlebis gagrZeleba sazRvargareT kerZo skolaSi, rac ufro Zviri Rirs.
dabegvra. eqspatriantebis Semosavali SeiZleba daibegros erTnairi gadasaxadiT rogorc sakuTar, aseve
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amerikuli avtomobilebis warmoebaSi CarTuli momuSaveebis aRSfoTebas iwvevs is, rom bevri iaponuri avtosawarmo ar aris profkavSirebSi gaerTianebuli, ris Sedegad, avtoindustriaze profkavSirebis gavlena mcirdeba.
profkavSirebis organizebis strategia. profkavSirebi multierovnuli kompaniebis gazrdili Zalauflebis Sezrudvis mizniT mimarTaven Semdeg strategias:
cdiloben saerTaSoriso muSaTa organizaciis
daarsebas.
arwmuneben kanonmdeblebs multierovnuli kompaniebi SezRudvis aucileblobaSi.
cdiloben multierovnuli kompaniebis saerTaSoriso regulirebis miRwevas adamianis uflebaTa damcveli saerTaSoriso organizaciebis an
gaero-s meSveobiT.
profkavSirebis es cdebi ar iyo didad warmatebuli,
ris gamo 1960-ian wlebSi profkavSirebma daiwyo saerTaSoriso organizaciebis dafuZneba, romlebic uzrunvelyofdnen msoflios sxvadasxva dargobrivi gaerTianebebis msoflio kavSirs. profkavSirebs miaCniaT, rom sxvadasxva qveynebSi am gaerTianebebis qmedebebis koordinirebiT, warmoebis saerTaSoriso masStabiT Sewyvetis muqaris gamoyenebiT, maT eqnebaT multierovnuli kompaniebis Zalauflebis Semcirebis SesaZlebloba. magaliTad,
`fordis~ muqara warmoebis didi britaneTidan sxva qveyanaSi gadatanis Sesaxeb ar iqneboda ganxorcielebadi,
Tuki evropis sxvadasxva qveynebis profkavSirebi amis winaaRmdeg gaerTiandebodnen. miuxedavad saerTaSoriso
profkavSiruli organizaciebis mier Catarebuli intensiuri saqmianobisa, am organizaciam msoflio maStabiT
ver miaRwia sasurvel warmatebas. amis erT-erTi mizezi
aris is, rom profkavSirul gaerTianebebs urTierTTanamSromlobis survilis miuxedavad, isini cdiloben saerTaSoriso biznesis investiciebis sakuTar qveyanaSi
mozidvas, rom amiT daasaqmon TavianTi wevrebi. adgilob519
sakontrolo kiTxvebi:
1. ra Taviseburebebi axasiaTebs adamianuri resursebis
marTvas samSobloSi da sazRvargareT?
2. ra upiratesoba gaaCnia adgilobrivi kadrebis gamoyenebas?
3. rogoria eqspatriantebis gamoyenebis mizezebi?
4. rogor mimdinareobs saerTaSoriso menejerebis SerCevis procesi?
5. rogoria ,,eqspatriantebis marcxis mizezebi?
6. ra igulisxmeba treiningebsa da menejmentis ganviTarebis programebSi?
7. rogor mimdinareobs samuSaos Sefasebis procesi?
8. ra TaviseburebebiT xasiaTdeba eqspatriantebis Sromis anazRaureba.
9. ra igulisxmeba saerTaSoriso SromiT urTierTobebSi?
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E-mail: universal@internet.ge
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