Part1

The Environment of Business

nawili 1
biznesis garemo

Tavi 1
biznesis da ekonomikis samyaroSi
Tavi 2
biznesis eTika da socialuri pasuxismgebloba
Tavi 3
globaluri biznesi

biznesis safuZvlebis
am nawilSi biznesis samyaros Sesaxeb
visaubrebT da vimsjelebT Tu ragavlenas axdens ekonomika Tqven
cxovrebaze. Semdeg, eTikisa da socialuri pasuxismgeblobis
sakiTxebs ganvixilavT, rac aseve axdens gavlenas firmebsa da
sazogadoebaze. Semdeg ki saerTaSoriso biznesis mzard
mniSvnelobaze visaubrebT.

Viacheslav Lopatin/Shutterstock.com
2

Tavi 1

biznesisa da ekonomikis samyaroSi

LearningObjectives

swavlis mizani

am Tavis Seswavlis Semdeg students SeeZleba:

1-1 imsjelos imis Sesaxeb, Tu ra aris saWiro Tanamedrove biznesis samyaroSi

warmatebis misaRwevad.
1-2 ganmartos biznesi da gamoavlinos masTan dakavSirebuli potenciuri riskebi
da sikeTeebi.
1-3 ganmartos ekonomika da aRweros ekonomikuri sistemis ori tipi: kapitalizmi
da mbrZanebluri ekonomika.
1-4 gansazRvros ekonomikuri Sedegianobis Sefasebis gzebi.
1-5 ganixilos tipuri biznesciklis sxvadasxva faza.
1-6 aRweros konkurenciis oTxi tipi.
1-7 imsjelos im faqtorebis Sesaxeb, romlebic gavlenas axdens biznesgaremoze
da momavlis gamowvevebze.

Why
Should
You Care?
ratom unda dainteresdeT am sakiTxiT?
biznesis safuZvlebis Seswavla dagexmarebaT karieris SerCevaSi, menejeris an
daqvemdebarebulis poziciaze warmatebiT saqmianobaSi, sakuTari biznesis
dawyebaSi, investiciis ganxorcielebasa da Tqveni, rogorc momxmareblis
informirebulobis amaRlebaSi.
 biznesis Sida samzareulo

Alphabet-i msoflio ekonomikis giganti

gsmeniaT Alphabet-is Sesaxeb? is msoflioSi erT-erTi yvelaze ZviradRirebuli
korporaciaa, romelic mudmivad izrdeba maRalteqnologiuri produqtisa da
momsaxurebis farTo speqtris wyalobiT. da Tu mainc ucnobia TqvenTvis es
kompania, romelic Silicon Valley-ze Seiqmna, namdvilad gecodinebaT misi yvelaze
cnobili brendi - Google-i. realurad, Alphabet-is wliuri 75 miliard dolariani
Semosavlidan udidesi nawili iqmneba Google-is mier, romelic momxmarebels
sTavazobs saZiebo sistemas, yidis reklamas, sTavazobs Rrublovan sacavs da
marTavs Gmail-s, Android-s da Chrome-s.
garda amisa, Alphabet-i flobs or Svilobil bioteqnologiur kompanias, or
sainvesticio kompanias, romlebic investiciebs axorcieleben perspeqtiul
startapebsa da kvleviTi laboratoriis (saxelad X) eqsperimentul warmoebaSi.
Alphabet-is sxva Svilobili kompaniebi muSaoben qalaqebSi maRalsiCqariani
internetis miwodebaze da „Wkviani saxlis“ sistemebis daxvewil aplikaciebze.
mokled rom vTqvaT, Alphabet-is Svilobili kompaniebi CarTulni arian ambiciuri
proeqtebis farTo speqtrSi, rac Seesabameba deda kompaniis grZelvadian gegmas -
gazardos Semosavlebi msoflio masStabiT funqcionirebis pirobebSi.
miuxedavad imisa, rom Alphabet-is poziciebi sakmaod Zlieria aSS-Si, kompania
acnobierebs im did potencials mogebis miRebisTvis, romelic swrafad mzardi
ekonomikis mqone qveynebSi arsebobs. magaliTad, indoeTSi 350 milioni internetis
momxmarebeli cxovrobs da am ricxvis gaormageba uaxloes wlebSia mosalodneli.
indoeTSi biznesis keTeba gamowvevaa, radgan aq SegxvdebaT sxvadasxva enaze
mosaubre adamianebi, dabalSemosavliani ojaxebi da ekonomikuri da
sazogadoebrivi centrebidan Zalian daSorebuli dasaxlebebi. Alphabet-is
Svilobili Google-i indoeTSi qmnis bazars TavisTvis, awvdis ra ufaso usadeno
internets sarkinigzo sadgurebze, soflis mosaxleobas aswavlis internetSi
Zebnis funqcias da aumjobesebs Tavis klaviaturas, raTa Sesabamisi gaxados
indoeTSi arsebuli 11 sxvadasxva enaze mosaubre adamianebisTvis. „Tu Seni misiaa
samyaroSi kavSiris gaZliereba, unda waxvide iq, sadac adamianebi arian“ -
acxadebs Google-is mTavari aRmasrulebeli xelmZRvaneli.1

Did you know?

icodiT Tu ara, rom

1
Alphabet-i, Google-is deda kompania, wliurad 75 milioni dolaris Semosavals iRebs
da msoflio masStabiT 70 aTasze met adamians asaqmebs.

saocaria! Tanamedrove samyaro savsea gamowvevebiT. erTi wuTiT dafiqrdiT, Tu

rogor Seicvala msoflio bolo ramdenime wlis ganmavlobaSi. aSS-is ekonomikaSi
SeiniSneba gaumjobesebis niSnebi, umuSevrobis maCvenebeli daeca, biznesi zrdis
dasaqmebulTa raodenobas da qveyanas hyavs axali respublikeli prezidenti -
donald trampi (Donald Trump), romelic winasaarCevno kampaniis dros mosaxleobas
savaWro da ekonomikur reformebs dapirda. amis miuxedavad, iseTi warmatebuli
ekonomikis mqone qveyanaSic ki, rogoricaa aSS, uamravi problema arsebobs da
bevri adamiani Relavs qveynisa da ekonomikis momavalze. adamianebs jer kidev
axsovT 2008 wlis ekonomikis vardna - erT-erTi yvelaze mZime recesia 1929 wlis
„didi depresiis“ Semdeg. martivad rom vTqvaT, bevri adamiani, biznesliderebi da
politikosebi SiSoben, rom qveynis ekonomikis momavali SesaZloa iyos
winaaRmdegobebiT savse da ekonomika aRmoCndes axali recesiis winaSe.
mimdinare mdgomareobis miuxedavad, yovelTvis unda gvaxsovdes, rom
ekonomika agrZelebs adaptacias da cvlilebas, raTa gaumklavdes im gamowvevebs,
romlebsac mudmivad cvalebadi samyaro gvTavazobs da Seqmnas SesaZleblobebi
maTTvis, visac warmatebis miRweva surs. amasTan, didi mniSvneloba eniWeba
qveyanaSi arsebul ekonomikur sistemas. magaliTad, aSS-Si arsebuli ekonomikuri
sistema efuZneba Tavisuflebis principebs da Alphabet-s da sxva kompaniebs aZlevs
Tavisuflebas, raTa moergon cvalebad biznesgaremos. imisaTvis, rom mis saZiebo
sistemis momsaxurebaze, Rrublovan sacavze da sxva teqnologiur produqtsa da
momsaxurebaze gazrdili moTxovna daekmayofilebina, Alphabet-ma, Google-is deda
kompaniam da misma TanamSromlebma SeZles SeeqmnaT kidev ufro meti produqti da
momsaxureba, gamoemuSavebinaT mogeba da gaefarToebinaT sakuTari saqmianoba
msoflios masStabiT.
garkveuli samarTlebrivi SezRudvebis garda, romlebic, ZiriTadad,
sazogadoebriv usafTxoebasTanaa kavSirSi, biznesis mflobelebs SeuZliaT
nebismieri produqtisa da momsaxurebis warmoeba da gayidva maT mierve dawesebul
fasad. biznesis iseT sistemas, sadac individebi wyveten Tu ra awarmoon, rogor
awarmoon da ra fasad gayidon warmoebuli produqti Tavisufali mewarmeoba
ewodeba. Tavisufali mewarmeobis sistema uzrunvelyofs imas, rom Amazon.com-s,
magaliTad, SeuZlia gayidos yvelaferi, dawyebuli televizorebidan da
saTamaSoebidan, kompiuterebis, videokamerebisa da tansacmlis CaTvliT. aseTi
sistema Amazon-is mflobelebsa da TanamSromlebs saSualebas aZlevs sargebeli
miiRon kompaniis warmatebiT.
Tavisufali mewarmeoba biznesis sistema, sadac individebi wyveten ra awarmoon,
rogor awarmoon da ra fasad gayidon warmoebuli produqti.
4

aseTi sistema saSualebas aZlevs Amazon-is menejments, rom konkurenciaSi Sevides

wignebis maRaziasTan Barnes & Noble da sacalod movaWre Best Buy-sTan. amasTan,
aseTi sistema Tqven, momxmareblebs gaZlevT arCevanis saSualebas.
am TavSi mokled mimovixilavT biznesis arss da mis evolucias. pirvel
rigSi, daviwyebT imiT, Tu ra unda gaakeToT Tqven, visac gsurT iyoT
warmatebulebi biznesis samyaroSi da aRmoaCenT ramdenime mniSvnelovan mizezs
biznesis safuZvlebis SeswavlisaTvis. amis Semdeg, ganvmartavT bizness da
aRvwerT Tu rogor axerxeben biznesorganizaciebi momxmareblis moTxovnilebebis
dakmayofilebasa da mogebis gamomuSavebas. Semdgom vnaxavT, Tu rogor scems
pasuxs kapitalisturi da mbrZanebluri ekonomika oTx ZiriTad ekonomikur
SekiTxvas. amis Semdeg vnaxavT, Tu rogor zomaven qveynebi ekonomikur
Sedegianobas da gavecnobiT tipuri biznesciklis fazebs da konkurenciis oTx
tips. Semdeg ganvixilavT movlenebs, romlebmac biznesis Tanamedrove sistemis
formireba ganapiroba, Tanamedrove biznesgaremos da im gamowvevebs, romlis
winaSec dgas biznesi dResdReobiT.

1-1 Your Future in the Changing

World of Business

1-1 Tqveni momavali biznesis cvalebad samyaroSi

1-1 swavlis mizani:

imsjeloT imis Sesaxeb, Tu ra aris saWiro Tanamedrove

biznesis samyaroSi warmatebis misaRwevad

ZiriTadi sityva am qvesaTaurSi aris „cvalebadi“. rodesac dgebian

mwarmoeblurobis gaumjobesebis, mogebis gazrdis da konkurentuli upiratesobis
Seqmnis saWiroebis winaSe firmebis menejerebi da TanamSromlebi iwyeben
kiTxvebis dasmas: ras vakeTebT amJamad? miuxedavad imisa, rom es logikuri
SekiTxvaa, misTvis pasuxis gacema martivi araa. cxadia, rom universitetis
studentisTvis, romelic biznesis safuZvlebs swavlobs an im TanamSromlisTvis,
romelmac axlaxan daiwyo kariera organizaciaSi am SekiTxvaze pasuxis gacema
kidev ufro rTulia. amasTan, uamravi SesaZlebloba arsebobs adamianebisTvis,
romlebsac surT bevri muSaoba, swavlis gagrZeleba da aqvT cvlilebebTan
Seguebis unari. modiT, es kursi sami ZiriTadi sakiTxis gadawyvetiT daviwyoT.
• gaeciT pasuxi SekiTxvas - ra gsurT?
• gaeciT pasuxi SekiTxvas - ratom gsurT?
• dawereT Tqveni pasuxebi!
satelevizio SouSi stumrobisas, jo dadlim (Joe Dudley) msoflioSi erT-erTma
yvelaze cnobilma afroamerikelma biznesmenma, saintereso rCeva misca im
adamianebs, visac biznesSi warmatebis miRweva surs. misi rCeva SeiZleba Tqvenc
dagexmaroT warmatebis miRwevaSi. rac yvelaze did aRfrTovanebas iwvevs dadlis
warmatebaSi aris is, rom man warmoeba sakuTar samzareuloSi daiwyo, xolo misi
„firmis“ TanamSromlebi mxolod misi meuRle da Svilebi iyvnen. man Seqmna Tmis
movlis saSualebebis da kosmetikuri produqtebis sakuTari xazi da pirdapir
yidda kosmetologebze, dalaqebze, silamazis salonebsa da sxva momxmareblebze
rogorc aSS-Si, aseve sazRvargareT. dResdReobiT, mZime Sromisa da Zlieri
samuSao eTikis wyalobiT, batoni dadli flobs konkurentul kosmetikur
industriaSi kargad cnobil da pativsacem kompanias. is ara marto warmatebuli
biznesmeni, aramed Horatio Alger Award-is gamarjvebulicaa. es gaxlavT jildo,
romelic gadaecemaT gamorCeul individebs, romlebmac warmatebiT gadalaxes
didi dabrkolebebi.2
miuxedavad imisa, rom bevri adamianis azriT, jo dadlis gaumarTla an
ubralod saWiro dros saWiro adgilas aRmoCnda, misi warmatebis saidumlo isaa,
rom mas hqonda ocneba da misi realobad gadaqcevisTvis didi Sroma gawia. is
Tqvenc getyviT, rom zustad igive SesaZleblobebi gagaCniaT, rogorc mas. batoni
dadlis TqmiT, „warmateba mogzaurobaa da ara mxolod daniSnulebis adgili“.3
imisda miuxedavad, gsurT naxevar ganakveTze muSaoba universitetSi swavlis
safasuris gadasaxdelad Tu samomxmareblo xarjebis dasafarad, iwyebT karieras
srul ganakveTze, Tu iwyebT sakuTar bizness, Tqven unda gaakeToT raime iseTi,
rac gamogarCevT sxva adamianisgan, Tqveni konkurentisgan. damsaqmeblebi da
ekonomikuri sistema gacilebiT ufro momTxovnia dRes, vidre odesme. hkiTxeT
sakuTar Tavs: ra unda gavakeTo iseTi, rac damsaqmeblebs survils gauCens, rom
xelfasi gadamixadon? ra unarebi gamaCnia iseTi, romelic damsaqmeblebs
sWirdebaT? am ori kiTxvis gaazrebis Semdeg gadavdivarT momdevno nawilze:
ratom unda viswavloT biznesi?

3
1-1a ratom unda iswavloT biznesi?

umaRlesi ganaTlebis miRebas uamravi sargeblis motana SeuZlia. maT Soris,

pirvel rigSi, ekonomikuri sargebeli unda vaxsenoT. sicocxlis manZilze,
umaRlesi ganaTlebis mqone adamianebi saSualod, gacilebiT ufro met Tanxas
gamoimuSaveben, vidre saSualo ganaTlebis mqone adamianebi (ix. diagrama 1-1).
maRali Semosavlebis garda, sul mcire, xuT mimzidvel mizezs mainc ipoviT
imisTvis, rom biznesi iswavloT.

biznesis swavla dagexmarebaT karieris arCevaSi. risi keTeba gsurT momavalSi?

bevri adamianis msgavsad, SesaZloa, Tqvenc gagiWirdeT am SekiTxvaze pasuxis
gacema. am saswavlo kursis farglebSi dasaqmebis uamrav alternativas
ganvixilavT. kerZo biznesSi damsaqmeblebad gvevlinebian rogorc mcire an
saojaxo biznesebi, romlebsac erTi adamiani flobs, ise msxvili kompaniebi,
rogorebicaa American Express-i da Marriott International-i, romlebsac aTasobiT
aqcioneri, mflobeli hyavs. dasaqmebis SesaZleblobebi aseve arsebobs
saxelmwifo an regionul mTavrobebsa da adgilobriv gamgeobebSi, aseve
saqvelmoqmedo organizaciebSi, rogorebicaa Red Cross-i da Save the Children-i.
TqvenTvis saintereso karieraze dagafiqrebT danarTi b: kariera biznesSi,
romelic SegiZliaT ixiloT vebgverdze: www.cengagebrain.com.
danarTi b-s garda karieris Sesaxeb informaciis miReba SesaZlebelia
sxvadasxva vebgverdze, romlebic dainteresebul pirebs karieris ganviTarebasTan
dakavSirebiT aZleven rCevebs.
karierasTan dakavSirebiT saintereso rCevebis miReba onlain neTvorqingiTac
SegiZliaT. vebgverdebi, rogorebicaa Facebook-i, Twitter-i, LinkedIn-i da sxva
socialuri qselebi dagexmarebaT vakansiebis moZiebaSi da dagakavSirebT
damsaqmeblebTan. imisaTvis, rom maqsimaluri sargebeli miiRoT onlain
neTvorqingisgan, daiwyeT im vebgverdebis gamovleniT, romlis saSualebiTac
SeZlebT potenciur damsaqmeblebTan, yofil klaselebTan da im adamianebTan
dakavSirebas, romlebsac vakansiebis Sesaxeb aqvT informacia. aseve, darwmundiT,
rom Tqveni profili socialur qselSi, fotoebi da statusebi Tqvens
SesaZleblobebsa da interesebs asaxavs. dabolos, iyaviT mzad, droulad
gamoexmauroT axal vakansias.
mniSvnelovani ram, rac unda gaxsovdeT TqvenTvis idealur karieraze
fiqrisas aris is, rom adamianis mier karieris arCeva mis faseulobebs gamoxatavs.
is, rac erT adamians kmayofilebas aniWebs, SesaZloa, sxvas ar akmayofilebdes.
magaliTad, erTi studentis ocneba SeiZleba iyos warmatebuli korporaciis
menejeris, marketingis xelmZRvanelis, teqnologiebis, sawarmoo an finansuri
menejeris pozicia, xolo sxva studentisTvis, SesaZloa, erTaderTi mizani iyos
didi xelfasi da samuSaos stabiluroba. SesaZloa, sxva studentisTvis
mniSvnelovani iyos kariera, romelsac SedarebiT mokrZalebuli Semosavali
moaqvs, magram sxvebis daxmarebis saSualebas iZleva. is, Tu ris gakeTebas
gadawyvetT cxovrebaSi, damokidebulia imaze, Tu Sinaganad ra migaCniaT
mniSvnelovnad. Tqven xarT am gadawyvetilebis yvelaze mniSvnelovani nawili!
diagrama 1-1. vis aqvs yvelaze didi Semosavali?

Education makes a difference. Dollar amounts represent the average annual salary for full-time workers
- diagramaze warmodgenilia srul ganakveTze dasaqmebulTaTvis wliuri
saSualo Semosavali dolarSi. ganaTleba qmnis am gansxvavebas!

High school graduate - saSualo skolis ganaTleba

Some college, no degree - kolejis ganaTleba, xarisxis gareSe
Associate’s degree - asocirebuli xarisxi*
Bachelor’s degree - bakalavris xarisxi

wyaro: “Educational Attainment of Householder—Households with Householder 25 Years Old and Over
by Median and Mean Income,” The U.S. Census Bureau at www.census.gov (bolos Semowmda: 22
dekemberi, 2016).

* kvalifikacia saSualo skolis diplomsa da bakalavris diploms Soris,

ZiriTadad, aSS-Si.

To Be a Successful Employee

biznesis swavla dagexmarebaT, iyoT warmatebuli TanamSromeli karieris arCeva

mxolod pirveli nabijia. imisaTvis, rom daiwyoT muSaoba Tqven mier arCeul
sferoSi da iyoT warmatebuli, unda ganaviTaroT gegma, romelic dagexmarebaT
am samsaxurisTvis saWiro unarebisa da codnis aTvisebaSi. ifiqreT imaze, Tu ra
codnas da unarebs moiTxovdiT potenciuri TanamSromlisgan, rogorc
damsaqmebeli da ecadeT, gaxdeT aseTi TanamSromeli. Tanamedrove garemoSi yvela
damsaqmebeli did mniSvnelobas aniWebs sxvadasxva tipis adamianebis gverdigverd
kulturulad mravalferovan garemoSi muSaobis unars. kulturuli (an samuSao
adgilis) mravalferovneba asaxavs samuSao adgilas adamianebs Soris rasobriv,
eTnikur da sqesobriv gansxvavebebs.
es saswavlo kursi, Tqveni leqtori da yvela is resursi, romelic Tqveni
universitetis biblioTekaSia xelmisawvdomi, dagexmarebaT im unarebisa da
codnis miRebaSi, romelic warmatebuli karierisTvis gWirdebaT. amasTan,
araviTar SemTxvevaSi ar iqonioT dabali TviTSefaseba da gaxsovdeT, rom Tqven
gadamwyveti roli gakisriaT Tqveni ocnebis realobad qcevis saqmeSi! garda
samuSaosTvis specifikuri unarebisa da codnisa, damsaqmeblebi axali
TanamSromlebis moZiebis an arsebuli TanamSromlebis dawinaurebis Sesaxeb
gadawyvetilebis miRebisas kandidatis Semdeg Tvisebebs iTvaliswineben:
• patiosneba da samarTlianoba
• Sromismoyvareoba
• saimedooba
• drois marTvis unari
• Tavdajerebuloba
• motivirebuloba
• swavlisadmi mzadyofna
• komunikabeluroba
• profesionalizmi
damsaqmeblebs aseve daainteresebT nebismieri saxis samuSao gamocdileba,
romelic SeiZleba saskolo programebsa da sazafxulo banakebSi monawileobis
an naxevar ganakveTze muSaobisas gqondeT SeZenili. TqvenTvis sasurvel
vakansiaze ganacxadis gakeTebis dros, am vakansiasTan dakavSirebul codnasa da
unarebTan erTad sxva sferoSi samuSao gamocdilebis qonac Tqveni upiratesobaa.

cultural ( or workplace) diversity

kulturuli (an samuSao adgilis) mravalferovneba

samuSao adgilas adamianebs Soris rasobrivi,
eTnikuri da sqesobrivi gansxvavebebi

arsebobs Tu ara magiuri gasaRebi warmatebis misaRwevad? bevri adamianisTvis

amgvari gasaRebia samuSao, romelic siamovnebas aniWebT da imis gancda, rom
raRac mniSvnelovans akeTeben, raimes cvlian. cnobili gamonaTqvami rom
gavixsenoT, „Tu ipovi samuSaos romelic mogwons, arasodes mogiwevs „samsaxurSi“
wasvla“.

Stock.com/BrianAJackson

What is the key to success? - raSia warmatebis saidumlo?

CareerWorks!

warmatebuli kariera!

ris swavla SeuZliaT samuSaos maZieblebs socialuri mediis cnobili

saxeebisgan?

uamravi cnobili saxe TayvanismcemlebTan urTierTobisTvis da maTi saqmianobis

warmosaCenad aqtiurad iyenebs socialur qselebs. karieris sawyis etapze
komunikaciis Sesaxeb socialuri mediis „varskvlavebis“ rCevebi saintereso iqneba
TqvenTvis.
pirvel rigSi, dafiqrdiT Tqvens „imijze“, romelic gsurT, gqondeT da imaze,
Tu rogor gamoiyenoT socialuri media mis Sesaqmnelad. momRerali riana
(Rihanna) modisadmi mis damokidebulebas xSirad usvams xazs Instagram-ze da iyenebs
Snapchat-s yoveldRiur cxovrebaSi. msaxiobi vin dizeli (Vin Diesel) pirad
istoriebs yveba Facebook-ze da aseve, zrdis misi filmebis cnobadobas. yovelTvis,
rodesac werT statusebs, aqveynebT fotoebs an videoebs, gaxsovdeT Tqveni imiji.
potenciuri damsaqmeblebi aucileblad Seamowmeben Tqvens pirad gverdebs
socialur mediaSi.
 aCveneT, rom Tqven aqtiuri cxovrebiT cxovrobT. socialuri mediis cnobili
saxeebi xSirad aqveyneben statusebs sxvadasxva saxis aqtivobebSi maTi
CarTulobis Sesaxeb. es aqtivobebi SeiZleba iyos gadaSenebis piras myofi
cxovelebis gadarCena, kulinariis kursebi, adamianebze zrunva da a.S. gamoiyeneT
socialuri media da aCveneT, rom msgavsi aqtivobebisadmi iCenT azarts,
Tavdadebasa da Seupovrobas, anu gaqvT is Tvisebebi, romlebsac damsaqmeblebi
afaseben.
iswavleT, rogor isargebloT cvlilebiT. rogorc socialur mediaSi
arsebuli tendenciebi icvleba, aseve icvleba biznesi da teqnologiebi. dRes, ise
rogorc arasdros, damsaqmeblebs sWirdebaT TanamSromlebi, romlebsac swrafad
Seguebis unari gaaCniaT. socialuri mediis cnobili saxeebi yovelTvis cdiloben,
rom gauswron dros da tendencias. rogor moaxerxebT amas Tqven ise, rom
damsaqmeblebma gaRiaron da dagafason?

wyaroebi: Deepa Seetharaman, “What Celebrities Can Teach Companies About Social Media,” Wall
Street Journal, October 14, 2015,
www.wsj.com/articles/what-celebrities-can-teach-companies-about-social-media-1444788220; Sarah K.
White, “7 Social Media Mistakes Job Seekers Must Avoid,” CIO Magazine, July 23, 2015,
www.cio.com/article/2951765/social-networking/7-social-media-mistakes-job-seekers-must-avoid.html;
Patrick Gilloly, “Why You Need Social Media,” New York Times, December 4, 2016, p. BU-8.

biznesis swavla dagexmarebaT gaiumjobesoT marTvis unarebi bevr TanamSromels

surs gaxdes menejeri, radgan menejerebi xSirad iReben maRal xelfasebs da
organizaciebSi ikaveben maRal poziciebs. miuxedavad imisa, rom menejeroba
sakmaod kargad anazRaurebadi poziciaa, dakavSirebulia did drosa da
ZalisxmevasTan. damsaqmeblebi, dResdReobiT, gacilebiT mets moelian
menejerebisa da xelmZRvanelebisgan, vidre odesme. aseve, menejerebi awydebian
problemebs globaluri konkurenciis zrdis, xarisxis gaumjobesebaze gazrdili
moTxovnisa da firmis resursebis ufro efeqtianad gamoyenebis aucileblobis
gamo.
efeqtur menejers unda SeeZlos oTxi ZiriTadi funqciis Sesruleba:
dagegmva, organizeba, xelmZRvaneloba da motivireba, kontroli. oTxive funqcia
ganxilulia meeqvse TavSi: menejmentis procesi. am oTxi funqciis warmatebiT
gansaxorcieleblad, menejerebi unda flobdnen oTx metad mniSvnelovan unars:
• interpersonaluri unarebi - TanamSromlebTan, organizaciaSi momuSave sxva
menejerebTan da organizaciis gareT adamianebTan warmatebiT urTierTobis unari.
• analitikuri unarebi - problemebis sworad gamovlenis, gonivruli
alternativebis Camoyalibebisa da problemis gadasaWrelad saukeTeso variantis
SerCevis unari.
• teqnikuri unarebi - organizaciaSi specifikuri samuSaos Sesrulebis unari.
SesaZloa, menejeri TviTon ar asrulebdes teqnikur samuSaos, magram maT unda
SeeZloT TanamSromlebis momzadeba am samuSaos Sesasruleblad da teqnikuri
xasiaTis SekiTxvebze pasuxis gacema.
• konceptualuri unarebi - farTod azrovnebis unari, romelic saWiroa e.w.
„mTliani suraTis“ dasanaxad. konceptualuri unarebi menejerebs exmareba imis
gagebaSi, Tu rogor daukavSiros erTmaneTs organizaciis Semadgeneli nawilebi da
sxvadasxva idea.

am oTxi unaris garda, warmatebul menejersac da sxva TanamSromlebsac

esaWiroebaT uamravi msgavsi Tviseba, romlebic Tanamedrove biznessamyaroSi
faseulia.

biznesis swavla dagexmarebaT daiwyoT Tqveni sakuTari biznesi zogierT adamians

urCevnia imuSaos sakuTari TavisTvis da amitom iwyeben sakuTar bizness. warmatebis
misaRwevad biznesis mflobelebsac esaWiroebaT bevri msgavsi Tviseba, romlebic
warmatebul menejerebs da TanamSromlebs unda hqondeT. biznesis floba da marTva
dauRalav Sromas da uZilo Rameebs niSnavs.
axali biznesis warmateba didwiladaa damokidebuli imaze, Tu misi mflobelis
idea ramdenad akmayofilebs produqtsa an momsaxurebaze momxmareblis moTxovnas.
magaliTad, pier omidiarma (Pierre Omidyar) 1995 wels Seqmna onlain auqcion eBay-s
vebgverdi. vebgverdis daniSnuleba myidvelebis da gamyidvelebisTvis samarTliani
da Ria savaWro sivrcis Seqmna iyo. dRes, 20 welze meti xnis Semdeg, nebismieri
produqti, axali Tu meoradi, standartuli Tu fufunebis, moduri Tu unikaluri
eBay-zea gasayidad gamotanili.4 dResdReobiT, eBay-s warmateba omidiaris
Tavdapirveli ideis da ocnebis realobad gadasaqcevad misi muSaobis Sedegia.
samwuxarod, bevri firma ganicdis marcxs: mcire biznesebis daaxloebiT 70
procenti pirveli 10 wlis ganmavlobaSi kotrdeba. biznesis warumateblobis
ZiriTadi mizezebi dabali kapitalizacia (arasakmarisi finansebi), araxelsayreli
adgilmdebareoba, momxmareblis momsaxurebis dabali done, arakvalificiuri da
sustad momzadebuli TanamSromlebi, TaRliToba, Sesabamisi biznes-gegmis
ararseboba da gare profesionalebTan TanamSromlobaze uaris Tqmaa. mexuTe TavSi
- mcire biznesi, mewarmeoba da franCaizi - mocemuli masala da sxva TavebSi
mocemuli magaliTebi dagexmarebaT imis gacnobierebaSi, gsurT Tu ara sakuTari
biznesis dawyeba. am saswavlo kursis farglebSi naswavli masala aseve
dagexmarebaT biznesis marTvasTan dakavSirebuli mravali problemis gadaWraSi.

To Become a Better Informed Consumer and Investor

4
biznesis swavla dagexmarebaT iyoT informirebuli momxmarebeli da investori
Cven vcxovrobT biznesis samyaroSi. Tqven ver SeiZenT binas, axal Ford Fusion Hybrid-
s Ford-is adgilobrivi centrisgan, jinsis Sarvlebs Gap Inc.-Si an hoT-dogs ubnis
sacxobSi biznes garigebaSi monawileobis miRebis gareSe. radganac gardauvlad
giwevT biznestranzaqciebSi monawileobis miReba Tqven yoveldRiur cxovrebaSi,
biznesis swavlis kargi mizezia Tqveni, rogorc momxmareblis, informirebulobis
donis gazrda.
mravali adamiani eyrdnoba biznesis sabaziso gagebas, rodesac momavalSi
investirebis Sesaxeb iReben gadawyvetilebas. juli stavma (Julie Stav), espanuri
warmoSobis aqciebis brokerma, avtorma da radio wamyvanma erTxel aseTi ram
ganacxada: „iSoveT 25 dolari, daamateT mas mondomeba da mizandasaxuloba da
datkbiT imis cqeriT Tu rogor Sendeba imperia“.5 Get Your Share-is damfuZnebels da
finansebis damxmare saxelmZRvaneloebis avtors sjera, rom mniSvnelovania,
vicodeT ekonomikisa da biznesis, aqciebis, ormxrivi fondebisa da sxva
alternativebis Sesaxeb manamde, sanam Cveni fulis investirebas gadavwyvetT. mas
aseve sjera, rom arasdrosaa Zalian adre sainvesticio saqmianobis dawyeba. amis
miuxedavad, mxolod simdidreze fiqri sakmarisi araa. realurad, saWiroa dagegmva
da mizandasaxuloba iseTi sainvesticio programis Sesadgenad, romelic finansuri
miznebis miRwevaSi dagexmarebaT.

1-1b Special Note to Business Students

1-1b. specialurad biznesis studentebisTvis

am teqstis kiTxvisas mniSvnelovania, gvaxsovdes erTi ram: biznesis safuZvlebis

saswavlo kursi rTuli araa. teqsti maqsimalurad gamartivebuli da gasagebi
eniTaa dawerili. TiToeuli magaliTi Tu ganmarteba, rac am saxelmZRvaneloSia
mocemuli, swavlebis mravalwliani gamocdilebis mqone mentorebis rekomendaciebs
efuZneba. garda amisa, avtorebma biznesis studentebs amerikuli universitetebidan
sTxoves, kritikulad SeefasebinaT TiToeuli Tavi da misi Semadgeneli nawilebi.
am ukukavSirze dayrdnobiT saxelmZRvaneloSi Semdegi Strixebi ikveTeba:
• „swavlis mizani“ gvxvdeba TiToeuli Tavis dasawyisSi;
• „biznesis Sida samzareulo“ aRwers konkretul situacias an SemTxvevas
Tavis dasawyisSi da aCvenebs Tanamedrove warmatebuli kompaniebi rogor
akeTeben bizness.
• wignis kideze mocemuli ganmartebebi yvela TavSi gvxvdeba da xazs usvams
sakvanZo terminebis mniSvnelobas.

5
  • CarCoSi ganTavsebuli teqstebi TiToeul TavSi xazs usvams
dasaqmebulebis da mewarmeebis eTikur qcevas da warmatebis ZiriTad
principebs. aq mocemulia karieruli warmatebis, eTikisa da socialuri
pasuxismgeblobis, mwvane biznesis, garemosdacviTi RonisZiebebis da
socialuri mediis Sesaxeb realuri istoriebi.
 • „kiTxvebi TviTSemowmebisTvis“ TiToeuli ZiriTadi ganyofilebis
bolos amowmebs ramdenad kargad gaiazreT ganxiluli sakiTxebi.
• Tavis bolos mocemul masalebSi Sejamebulia mTeli Tavi, mocemulia
ZiriTadi terminebis CamonaTvali, sadiskusio sakiTxebi da videoqeisi
warmatebul kompaniaze realuri biznesidan.
• TiToeuli Tavis bolo ganyofilebad mocemulia „unarebis savarjiSo“
da moicavs savarjiSoebs, romlebic dagexmarebaT socialuri mediiT
sargeblobis, gunduri muSaobis da karieris Ziebis procesSi.
• TiToeuli nawilis bolos mocemul masalebSi aRmoaCenT gangrZobad
videoqeiss Graeter’s Ice Cream-is Sesaxeb. es gaxlavT kompania, romelic sacalo
vaWrobis obieqtebs flobs cincinatSi, ohaioSi da produqts awvdis Kroger
Stores-s, sxva sacalod movaWreebs da momxmareblebs qveynis masStabiT.
aseve, yvela ZiriTadi nawilis bolos mocemulia savarjiSoebi, romlebic
dagexmarebaT tipuri biznesgegmis komponentebis gaazrebasa da SedgenaSi.

Svesla Tasla/Shutterstock.com

Always believe in yourself - yovelTvis gjerodeT sakuTari Tavis

ZiriTadi saxelmZRvanelos garda, arsebobs damxmare masalebi, romlebic

dagexmarebaT ukeT gaerkveT biznesis samyaroSi. gansakuTrebiT aRsaniSnavia
vebgverdi, romelic Tan axlavs am gamocemas. aq Tqven aRmoaCenT onlain
savarjiSoebs, terminebis ganmartebebs da studentebis mier PowerPoint-Si
momzadebul prezentaciebs. amisaTvis SegiZliaT ewvioT Semdeg vebgverds:
www.cengagebrain.com. mTavar gverdze, Ziebis velSi SeiyvaneT saxelmZRvanelos ISBN
nomeri (mdebareobs saxelmZRvanelos ukana ydaze). Tqven aRmoCndebiT
saxelmZRvanelos vebgverdze, sadac ixilavT damxmare resursebs.
rogorc avtorebs, gvsurs, wvlili SevitanoT Tqvens warmatebaSi. kargad
gvesmis, rom Tqveni dro faseulia da ganrigi sxvadasxva aqtivobiTaa datvirTuli.
aseve, vacnobierebT, rom saxelmZRvaneloebi sakmaod maRalfasiania. amitomac
gvsurs, rom am saxelmZRvanelosgan da masSi Tqven mier Cadebuli investiciisagan
maqsimaluri Sedegi miiRoT. radganac saxelmZRvanelos unda afasebdnen
studentebi da is profesorebi, romlebic mas swavlis procesSi iyeneben, Cvengan
misasalmebeli iqneba Tqveni rCevebi da komentarebi. mzad varT, gipasuxoT
TqvenTvis saintereso SekiTxvebze. SegiZliaT mogvweroT Semdeg el. fostaze:

bil praidi: w-pride@tamu.edu

bob hiuzi: bhughes@dcccd.edu
jek kapuri: kapoorj@att.net

1-2 Business: A Definition

1-2 biznesis arsi

biznesi aris individebis organizebuli Zalisxmeva mogebis miRebis mizniT im

produqtisa da momsaxurebis sawarmoeblad da gasayidad, romlebic sazogadoebis
moTxovnilebebs akmayofilebs. zogadi termini „biznesi“ sazogadoebaSi arsebul
yvela am Zalisxmevas moicavs. Tumca biznesi konkretul organizaciasac ewodeba,
rogoricaa, magaliTad, Cinemark Theatre-i an Cracker Barrel Old Country Store-i. warmatebis
misaRwevad biznesi unda iyos organizebuli, akmayofilebdes moTxovnilebebs da
gamoimuSavebdes mogebas.

kiTxvebi TviTSemowmebisTvis √
 ra mizezebis gamo urCevdiT sxvas biznesis swavlas?
 ra faqtorebi axdens gavlenas pirovnebis mier karieris arCevaze?
 samsaxuris Sovnis Semdeg, ra nabijebi unda gadadgaT warmatebis
misaRwevad?

biznesi individebis organizebuli Zalisxmeva mogebis miRebis mizniT, im

produqtisa da momsaxurebis sawarmoeblad da gasayidad, romlebic sazogadoebis
moTxovnilebebs akmayofilebs.
LearningObjective
swavlis mizani
1-2 ganmartoT biznesi da gamoavlinoT masTan dakavSirebuli
potenciuri riskebi da sargebeli

10

1-2a The Organized Effort of Individuals

1-2a individebis organizebuli Zalisxmeva

imisaTvis, rom biznesi iyos organizebuli is oTxi saxis resurss unda

aerTianebdes: materialur, adamianur, finansur da informaciul resursebs.
materialuri resursebi moicavs sawarmoo procesSi gamoyenebul nedleuls,
Senobebsa da manqana-danadgarebs. magaliTad, Mrs. Fields Cookies-s Wirdeba fqvili,
Saqari, karaqi, kvercxi da sxva nedleuli im sakvebi produqtebis sawarmoeblad,
romelsac is sxvadasxva qveyanaSi yidis. garda amisa, kompanias esaWiroeba
adamianuri, finansuri da informaciuli resursebi. adamianur resursebSi
igulisxmeba adamianebi, romlebic sakuTar Sromas anazRaurebis sanacvlod
sTavazoben bizness. finansuri resursebi moicavs fuls, romelic saWiroa
TanamSromlebisTvis xelfasebis gadasaxdelad, materialuri resursebis SesaZenad
da zogadad, biznesis funqcionirebisTvis. informacia aris resursi, romelic
menejerebs aCvenebs Tu ramdenad efeqturad xdeba zemoaRniSnuli sami resursis
gaerTianeba da gamoyeneba (ix. diagrama 1-2).
dResdReobiT, biznesis organizebis sami alternativa arsebobs.
momsaxureba. bazars awvdis momsaxurebas, rogoricaa Tmis SeWra, iuridiuli
konsultacia, sagadasaxado sakiTxebSi daxmareba. magaliTad, H&R Block-i aSS-Si,
kanadasa da avstraliaSi biznesebsa da momxmareblebs sagadasaxado sakiTxebSi
daxmarebas, programul uzrunvelyofas da cifrul produqtebs sTavazobs.
warmoeba. mwarmoebeli biznesebi sxvadasxva nedleuls gadaamuSaveben da iReben
xelSesaxeb produqts, rogoricaa magaliTad, trailerebi, pirsaxocebi an
kompiuterebi. Intel-i, magaliTad, kompiuteris Cipebs awarmoebs, romlebic, Tavis
mxriv, im kompaniebs miewodeba, romlebic kompiuterebs awarmoeben.
marketinguli Suamavlebi. zogierTi firma, romelTac marketinguli Suamavlebi
ewodebaT, mwarmoeblebisgan yiduloben produqts da Semdeg yidian mas (anu Tavad
ar awarmoeben). Sony Corporation-i aris mwarmoebeli, romelic stereo mowyobilobebs,
televizorebs da sxva eleqtro produqtebs awarmoebs. es produqtebi, SesaZloa,
SeiZnon marketingulma Suamavlebma, romlebsac xSirad, sacalod movaWreebs
uwodeben (magaliTad, Best Buy-i an Walmart-i) da romlebic Semdeg am produqcias
sacalo vaWrobis obieqtebSi yidian momxmareblebze.
miuxedavad imisa, rom bevri adamianis TvalSi sacalo vaWroba „quCis kuTxis
maRaziasTan“ asocirdeba, dResdReobiT, uamravi momxmarebeli irCevs onlain
vaWrobas. internetiT produqtis da momsaxurebis gayidvis upiratesobebiT
sargeblobisTvis, zogierTi sacalod movaWre mxolod internetSi arsebobs. ufro
tradiciuli biznesebi ki sacalo vaWrobis fizikur obieqtebTan erTad aqtiurad
iyeneben onlain gayidvebsac. magaliTad, Zappos-i, metad warmatebuli sacalod
movaWre internetSi, Tavis produqcias mxolod onlain yidis. Macy’s-i, meore mxriv,
produqcias yidis rogorc sacalo vaWrobis obieqtebSi, aseve onlain. kvlevebis
Tanaxmad, adamianebis raodenoba, romlebic onlain vaWroben da produqtebis da
momsaxurebis SesaZenad eleqtronuli biznesis models iyeneben, wlidan wlamde
izrdeba. realurad, Walmart-i, msoflioSi udidesi sacalod movaWre ganicdis
zewolas onlain gayidvebis gazrdisTvis, raTa konkurencia gauwios Amazon-s.
eleqtronuli biznesi (e-business) SegviZlia ganvmartoT, rogorc individebis
organizebuli Zalisxmeva mogebis miRebis mizniT, internetis saSualebiT im
produqtisa da momsaxurebis sawarmoeblad da gasayidad, romlebic sazogadoebis
moTxovnilebebs akmayofilebs. eleqtronuli biznesi - Tema, romelsac am
saxelmZRvaneloSi bevrgan SevexebiT - biznesis warmoebis misaRebi meTodi,
gayidvebisa da mogebis gazrdis da xarjebis Semcirebis aRiarebuli gza gaxda.

eleqtronuli biznesi individebis organizebuli Zalisxmeva mogebis miRebis

mizniT, internetis saSualebiT im produqtisa da momsaxurebis sawarmoeblad da
gasayidad, romlebic sazogadoebis moTxovnilebebs akmayofilebs.

diagrama 1-2 resursebis gaerTianeba

A business must combine all four resources effectively to be successful - warmatebis misaRwevad biznesma
oTxive resursi unda efeqturad unda gaaerTianos
Human resources - adamianuri resursebi
Material resources - materialuri resursebi
Informational resources - informaciuli resursebi
Financial resources - finansuri resursebi
Business – biznesi

11

1-2b Satisfying Needs

1-2b moTxovnilebebis dakmayofileba

nebismieri firmis saboloo mizani momxmareblis moTxovnilebebis dakmayofilebaa.

zogadad, adamianebi produqts da momsaxurebas ubralod maTi flobisTvis ar
iZenen. maTi mizani sakuTari moTxovnilebebis dakmayofilebaa. zogierTi SeiZleba
fiqrobdes, rom transportirebis moTxovnilebis dakmayofilebis saukeTeso gzaa
kondicirebis sistemis mqone BMW, navigaciis da stereo sistemebiT, temperaturis
regulirebs mqone savarZlebiT, avtomaturi gadacemaTa kolofiT da avtomaturad
marTvadi fanjrebiT. sxvebs, SesaZloa, miaCndeT, rom Chevrolet Sonic-i meqanikur
gadacemaTa kolofiT ukeTesi alternativaa. sxva uamrav produqtTan erTad,
romelic transportirebaze moTxovnilebas akmayofilebs, orive produqti
xelmisawvdomia maTTvis, visac maTi SeZena surs.
rodesac bizness esmis misi momxmareblebis saWiroeba da moTxovnileba da
maT dasakmayofileblad muSaobs, Cveulebriv, warmatebasac aRwevs. 1962 wels, sem
uoltonma (Sam Walton) misi pirveli disqaunTeri maRazia rojersSi, arkanzasSi
gaxsna. miuxedavad imisa, rom pirveli maRazia Walmart-is maRaziebisgan sakmaod
gansxvavebuli iyo, momxmareblis momsaxurebis da dabal fasad produqtis
SeTavazebis gziT maTi moTxovnilebebis dakmayofilebis ZiriTadi ideebi iyo
mizezi imisa, rom es firma gaizarda da msoflioSi umsxvilesi sacalod movaWre
gaxda.
Jesus Fernandez/Shutterstock.com

ai, isic - axali avtomobili! momxmareblis moTxovnilebebis dakmayofileba,

xSirad, axali produqtis ganviTarebis gziT xdeba. Tesla Motors-is mizani eleqtro
avtomobilis Seqmna gaxldaT, romelsac yvela is maxasiaTebeli eqneboda, rac
tradiciul benzinze momuSave avtomobilebs aqvT. gaamarTla? kiTxeT am adamianebs
fotoze, romlebic Tesla-s axali modelis SeZenamde sacdeli mgzavrobisTvis
emzadebian.

1-2c Business Profit

1-2g biznesis mogeba

biznesi Semosavals (gayidvebidan) iRebs misi momxmareblebisgan, maTTvis

produqtis an momsaxurebis miwodebis sanacvlod. man aseve, unda gadaixados Tanxa
biznesis keTebis procesSi gaweuli xarjebis dasafarad. Tu firmis Semosavali
gayidvebidan ufro didia, vidre misi xarjebi, firmas aqvs mogeba. ufro
konkretulad, rogorc diagrama 1-3-zea naCvenebi, mogeba aris sxvaoba gayidvebidan
miRebul Semosavalsa da biznesis mier gaweul xarjebs Soris.
mogebis uaryofiTi mniSvneloba saxezea, rodesac firmis xarjebi mis
Semosavalze metia da mas zarali ewodeba. biznesi veRar SeZlebs saqmianobis
gagrZelebas Tu mudmivad ganicdis zarals. menejmentma da TanamSromlebma unda
ipovon gzebi gayidvebidan miRebuli Semosavlebis gasazrdelad da xarjebis
Sesamcireblad, raTa miiRon mogeba. Tu ar iqneba zomebi miRebuli zaralis
aRmosafxvrelad, firma, SesaZloa, iZulebuli gaxdes droebiT daixuros an Tavi
gakotrebulad gamoacxados.

mogeba sxvaoba gayidvebidan miRebul Semosavalsa da biznesis mier gaweul xarjebs

Soris.
დიაგრამა 1-3 დამოკიდებულება გაყიდვებიდან მიღებულ შემოსავალსა და მოგებას შორის

Profit is what remains after all business expenses have been deducted from sales revenue - mogeba
aris sxvaoba gayidvebidan miRebul Semosavalsa da biznesis mier gaweul
xarjebs Soris.

Sales revenue - Semosavali gayidvebidan

Expenses - xarjebi
Profit – mogeba

12

Ethics and Social Responsibility Concerns

eTikis da socialuri pasuxismgeblobis sakiTxebi

kompaniebi sakuTari socialuri pasuxismgeblobis dasafinanseblad fondebs

qmnian

amerikuli biznesisTvis damaxasiaTebelia sakuTari fondebis Seqmna da maTi

saSualebiT iSviaTi daavadebebis mkurnalobis dafinanseba, skolebis
infrastruqturis gaumjobeseba, qalaqis rekreaciuli zonebis mowyoba da sxva
aqtivobebis organizeba. rogorc arasamTavrobo organizacia, aseTi fondebi
federaluri da saxelmwifo gadasaxadebisgan Tavisufalia da kargi saSualebaa
im sazogadoebrivi problemebis aRmofxvraSi monawileobis misaRebad, romliTac
konkretuli biznesia dainteresebuli.
zogierTma kompaniam msgavsi fondi aTwleulebis win daafuZna da maTi
saSualebiT saqvelmoqmedo saqmianobas eweva. General Electric-is GE Foundation-i,
magaliTad, 60 welze metia, finansurad exmareba ganaTlebis sferos. rodesac es
samrewvelo giganti bostonis saTao ofisSi gadavida, GE Foundation-ma gamoacxada
xuTwliani, 50 milioni dolaris Rirebulebis daxmarebis Sesaxeb, romelic
sajaro skolebsa da jandacvis centrebs gaeweodaT. aseve, fondma daafinansa
praqtikuli treningebi dasaqmebis msurvelTaTvis.
yvela fonds ar aqvs didi istoria. AmerisourceBergen-ma, romelic farmacevtul
produqtebs yidulobs da anawilebs, sakuTari fondi 2014 wels Seqmna. kompaniis
sxvadasxva biznes erTeulebi mravali wlis ganmavlobaSi iyo socialuri
pasuxismgeblobis RonisZiebebSi CarTuli, amitom AmerisourceBergen Foundation-is
Seqmna saqvelmoqmedo RonisZiebaTa gaerTianebis da sakiTxze ukeT fokusirebis
gza iyo. am fondis ZiriTadi prioritetebi ganviTarebad qveynebSi samedicino
centrebis aRWurva da iSviaT daavadebaTa kvlevaa.
iseve, rogorc biznesebi, saqvelmoqmedo fondebic zogjer, saxels icvlian.
General Motors Foundation-ma Seicvala saxeli da gaxda GM Philanthropy and Corporate Giving-
i, riTac gaafarTova misi daniSnuleba, rogorc msoflio masStabiT mzardma
biznesma. radganac GM-is saTavo ofisi detroitSia, fondi exmareba adgilobriv
skolebs da Detroit Riverfront Conservancy-s (organizacia, romelic zrunavs detroitSi
mdinaris sanapirosa movlasa da mwvane sivrceebis mowyobaze). amasTan, fondis
finansebis garkveuli nawili saerTaSoriso problemebis mogvarebiskenacaa
mimarTuli.

wyaro: Fabiola Cineas, “Q&A With President of AmerisourceBergen Foundation,” Philly Magazine,
November 23, 2016,
www.phillymag.com/business/2016/11/23/amerisource-bergen-foundation-gina-clark;
Eden Stiffman and Alex Daniels, “Grants Roundup: GE Foundation Awards $50 Million to Boston
Organizations,” Chronicle of Philanthropy, April 6, 2016,
www.philanthropy.com/article/Grants-Roundup-GE-Foundation/235986;
Carol Cain, “General Motors Shakes Up Charitable Giving Organization,” Detroit Free Press, August 20,
2016,
www.freep.com/story/money/business/columnists/carol-cain/2016/08/20/general-motors-shakes-up-
charitable-giving-organization/89003996.

miuxedavad imisa, rom bevr adamians, gansakuTrebiT ki steiqholderebs

(kompaniis dainteresebul pirebs) da biznesis mflobelebs sjeraT, rom mogeba
aris biznesis mTavari arsi da mizani, biznesis mflobelebi yovelTvis
yuradRebiT ekidebian socialuri pasuxismgeblobis sakiTxebs. termini,
steiqholderi gamoiyeneba sxvadasxva adamianebis da adamianTa jgufebis
aRsawerad, romlebzec gavlenas axdens organizaciis politika, gadawyvetilebebi
da moqmedebebi. bevri korporacia socialuri pasuxismgeblobis wliur angariSSi
aqveynebs informacias imis Sesaxeb, rom monawileobas iRebs garemos mdgradobis
da ekologiis dacvisken mimarTul RonisZiebebSi da cxovrebis pirobebis
gaumjobesebaSi exmareba adamianebs. magaliTad, socialuri pasuxismgeblobis
bolodroindel angariSSi General Mills-i aRwers Tu rogor Seswira 150 milioni
dolari 2015 wels da 1.9 miliardi dolari 1954 wlidan moyolebuli sxvadasxva
saxis qvelmoqmedebas, SimSilis daZlevas, skolebis da arasamTavrobo
organizaciebis dafinansebas da aSS-sa da msoflioSi sazogadoebis
keTildReobis ganmtkicebas. 6

biznesis mier gamomuSavebuli mogeba misi mflobelebis sakuTreba xdeba.

amrigad, erTi mxriv, mogeba aris biznesis mflobelebis jildo, romelsac im
produqtis da momsaxurebis warmoebis gamo iReben, romlebic momxmareblebs
surT, xolo, meore mxriv, mogeba aris anazRaureba, romelsac biznesis
mflobelebi biznesis flobasTan dakavSirebuli mniSvnelovani riskebis gawevis
gamo iReben. am riskebidan erT-erTi valdebulebebis Seusruleblobaa. manamde,
sanam biznesis mflobelebi kuTvnil mogebas miiReben, kompaniam dasaqmebulebis,
momwodeblebis da kreditorebis winaSe arsebuli valdebulebebi unda
Seasrulos.

Concept
Check ✓
kiTxvebi TviTSemowmebisTvis √
 aRwereT oTxi resursi, romelTa gaerTianebaa saWiro biznesis
organizebisa da warmarTvisTvis.
 ra gansxvavebaa produqtis mwarmoebel bizness, momsaxurebis gamwev
biznessa da marketinguli Suamavlebs Soris?
 aRwereT damokidebuleba mogebas, biznesTan dakavSirebul risksa da
momxmareblebis moTxovnilebebis dakmayofilebas Soris.

kidev erTi riski, rac biznesis mflobelebma unda gaiTvaliswinon aris maT mier
biznesSi Cadebuli investiciis dakargvis riski. biznesi, romelic mogebas ver
gamoimuSavebs, didi albaTobiT, gakotrdeba, ra SemTxvevaSic misi mflobelebi
dakargaven maT mier gaRebul finansur resursebs da ver anazRaurdeba maT mier
gaweuli Zalisxmeva da daxarjuli dro.

13

sazogadoebis moTxovnilebebis dakmayofilebisa da mogebis miRebisTvis,

biznesi unda akmayofilebdes qveynis ekonomikuri sistemiT gansazRvrul
pirobebs. Semdeg ganyofilebaSi ganvmartavT ekonomikas da aRvwerT ekonomikuri
sistemis or gansxvavebul tips.

1-3 Types of Economic Systems

1-3 ekonomikuri sistemis tipebi

1-3 swavlis mizani

ganmartoT ekonomika da aRweroT
ekonomikuri sistemis ori tipi:
kapitalizmi da mbrZanebluri ekonomika

ekonomika aris mecniereba imis Sesaxeb Tu rogor iqmneba da nawildeba dovlaTi.

dovlaTSi vgulisxmobT „yvelafer faseuls“, biznesis mier warmoebuli da
gayiduli produqtis da momsaxurebis CaTvliT. dovlaTis ganawilebaSi
vgulisxmobT Tu „vin ras iRebs“. eqspertebi eyrdnobian ekonomikas, raTa axsnan
Cven mier miRebuli gadawyvetilebebi da yoveldRiur cxovrebaSi am
gadawyvetilebebis cvlileba. martivad rom vTqvaT, individebma, biznesebma,
mTavrobam da sazogadoebam unda miiRon gadawyvetilebebi, romelic asaxavs Tu
ra aris maTTvis faseuli konkretul dros. magaliTad, warmoidgineT, rom
erTdroulad, gsurT dasvenebis dReebSi sadme egzotikur adgilas wasvla da
sainvesticio saqmianobis dawyeba. radganac Tqveni finansuri resursebi orive
survilis asrulebis saSualebas ar gaZlevT, unda gadawyvitoT Tu ra aris ufro
mniSvnelovani. biznesebi, mTavrobebi da sazogadoebac msgavsi gadawyvetilebebis
winaSe dganan. TiToeul am jgufs mniSvnelovani gadawyvetilebis miRebisas
SezRudulobis gaTvaliswineba uwevs. am SemTxvevaSi, SezRuduloba „resursebis
naklebobas“ niSnavs. resursebSi ki im fuls, dros, bunebriv da sxva saxis
resursebs vgulisxmobT, rac survilebis da moTxovnilebebis
dasakmayofilebladaa saWiro.
dResdReobiT, ekonomistebi ekonomikur problemebs ori TvalsazrisiT
Seiswavlian: mikroekonomikuri da makroekonomikuri TvalsazrisiT.
mikroekonomika ekonomikuri mecnierebis ganStoebaa individebis da biznesebis
mier gadawyvetilebebis miRebis Sesaxeb. magaliTad, mikroekonomika ganixilavs
binebis fasis gavlenas individebis mier SeZenili binebis raodenobaze. meore
mxriv, makroekonomika Seiswavlis erovnul da globalur ekonomikas.
makroekonomikis kvlevis sferoa erovnuli Semosavlis, umuSevrobis, inflaciis,
gadasaxadebis, saxelmwifo Sesyidvebis, saprocento ganakveTebis da msgavsi
faqtorebis gavlena qveyanasa da sazogadoebaze.
 individebis, biznesebis, saxelmwifos da sazogadoebis mier miRebuli
gadawyvetilebebi da sazogadoebaSi dovlaTis Seqmnis da ganawilebis
damkvidrebuli gzebi gansazRvraven qveynis ekonomikuri sistemis tips.
wlebis ganmavlobaSi, msoflioSi arsebuli ekonomikuri sistemebi arsebiTad,
ori maxasiaTebliT gansxvavdeboda erTmaneTisgan: 1. warmoebis faqtorebis
sakuTrebis forma da 2. im oTxi ZiriTadi ekonomikuri kiTxvisadmi
damokidebuleba, romlebic qveynis ekonomikur aqtivobas gansazRvravs.

steiqholderebi sxvadasxva adamianebi da adamianTa jgufebi, romlebzec

gavlenas axdens organizaciis politika, gadawyvetilebebi da moqmedebebi.

ekonomika mecniereba imis Sesaxeb Tu rogor iqmneba da nawildeba dovlaTi.

mikroekonomika ekonomikuri mecnierebis ganStoeba individebis da biznesebis

mier gadawyvetilebebis miRebis Sesaxeb.

makroekonomika ekonomikuri mecnierebis ganStoeba erovnuli da globaluri

ekonomikis Sesaxeb.

ekonomikuri sistema sazogadoebaSi dovlaTis Seqmnis da ganawilebis

damkvidrebuli gzebis erToblioba.

Kathy Hutchins/Shutterstock.com

icnobT am „zvigenebs“? ABC TV-s popularuli Sous „Shark Tank”-is Jiuri, romelic
biznesSi warmatebuli xelmZRvanelebisgan Sedgeba afasebs dafinansebis msurveli
adamianebis mier axali produqtisa da momsaxurebis Sesaxeb warmodgenil ideebs.
xSirad, Tu am adamianebs moswonT idea, isini damwyeb biznesmenebs sTavazoben
dafinansebas, sakuTrebis garkveuli wilis sanacvlod.
14

Sergey Nivens/Shutterstock.com

momavali mwvane resursebs ekuTvnis! miuxedavad imisa, rom msoflio mrewvelobis

liderebi TavianT sawarmoo procesSi yovelTvis eyrdnobodnen navTobs da gazs,
bolo periodSi, wina planze wamoiwia axalma resursma. mecnierebis da
momxmareblebis mier garemosdacviT aspeqtebze yuradRebis gadatanam, bevri qveyana
waaxalisa, rom mxari daeWiraT im biznesebisTvis, romlebic qaris, wylis da mzis
energiis axali wyaroebis Seqmnasa da gamoyenebaze muSaoben.

warmoebis faqtorebi is resursebia, romlebic produqtis da momsaxurebis

sawarmoeblad gamoiyeneba. oTxi aseTi faqtori arsebobs:
• miwa da bunebrivi resursebi - SesaZloa, gamoyenebul iqnes mowyobilobebis,
avtomobilebis da sxva produqtebis warmoebis procesSi. magaliTebia, navTobi,
tyeebi, nedleuli, miwa, wyali da haeric ki.
• Sroma - dro da Zalisxmeva, romelsac viyenebT produqtebis da momsaxurebis
sawarmoeblad. aq igulisxmeba adamianuri resursebi, rogoricaa menejerebi da sxva
TnamSromlebi.
• kapitali - fuli, Senoba, aRWurviloba da manqana-danadgarebi, romlebsac
organizaciebi warmoebis procesSi iyeneben. miuxedavad imisa, rom bevri adamiani
kapitals fulTan aigivebs, is aseve SeiZleba iyos sawarmoo aRWurviloba Pepperidge
Farm-is sawarmoSi an kompiuteri, romelsac McDonald’s-is korporaciul ofisebSi
iyeneben.
• mewarmeoba - saqmianoba, romelic organizebas uwevs miwis da bunebrivi
resursebis, Sromis da kapitalis gamoyenebas. aq igulisxmeba riskis gawevisadmi
mzadyofna da warmoebis sxva faqtorebis gamoyenebis codna da unari. mewarme aris
adamiani, romelic sakuTar dros, Zalisxmevas da fuls biznesis dasawyebad da
samarTavad riskavs.
qveynis ekonomikuri sistema mniSvnelovan gavlenas axdens individebis, biznesebis,
mTavrobis da sazogadoebis qmedebaze qveyanaSi. es gavlena ufro cxadi xdeba,
rodesac vswavlobT qveynis ekonomikuri sistemis mier momxmareblis
moTxovnilebebis dasakmayofileblad warmoebis faqtorebis gamoyenebas.
dResdReobiT, ori erTmaneTisgan gansxvavebuli ekonomikuri sistema arsebobs:
kapitalizmi da mbrZanebluri ekonomika. qvemoT CamoTvlil oTx ZiriTad
ekonomikur kiTxvaze pasuxis gacemis gza gansazRvravs qveynis ekonomikuri
sistemis tips. es kiTxvebia:
1. romeli produqti da momsaxureba da ra raodenobiT unda iqnes warmoebuli?
2. rogor unda iqnes es produqti da momsaxureba warmoebuli?
3. visTvis unda iqnes es produqti da momsaxureba warmoebuli?
4. vin flobs da gankargavs warmoebis ZiriTad faqtorebs?

1-3a Capitalism

1-3a kapitalizmi

kapitalizmi aris ekonomikuri sistema, sadac individebi floben da marTaven im

biznesebis umetesobas, romlebic produqts da momsaxurebas awarmoeben.
kapitalizmi saTaves Sotlandieli ekonomistis adam smitis (Adam Smith)
Teoriebidan iRebs. 1776 wels gamoqveynebul mis wignSi, „gamokvleva xalxTa
simdidris bunebisa da mizezebis Sesaxeb“ smiti amtkicebda, rom sazogadoebis
interesebi saukeTesod kmayofildeba maSin, roca sazogadoebis wevr individebs
sakuTari, piradi interesebis Sesabamisad moqmedebis saSualeba aqvT. smitis
Tanaxmad, rodesac individebi sakuTari keTildReobis gaumjobesebas cdiloben,
isini arapirdapir qmnian sikeTes sazogadoebisTvis da am sazogadoebaSi Semavali
individebisTvis. am koncefcias smitma „uCinari xeli“ uwoda da misiT aRwers Tu
individebis piradi sargebeli ra sikeTis momtania sxva individebis da mTlianad
qveynis ekonomikisTvis. magaliTad, piradi keTildReobis gaumjobesebis erTaderTi
gza mcire biznesis mflobelisTvis, romelic fexsacmelebs keravs, am
fexsacmelebis momxmareblebisTvis miyidvaa. imisaTvis, rom kidev ufro
warmatebuli gaxdes, mcire biznesis mflobelma unda daiqiravos momuSaveebi, raTa
kidev ufro meti fexsacmeli Sekeros. uCinari xelis Teoriis Tanaxmad, adamianebi
im sazogadoebaSi, sadac es mcire biznesi muSaobs, aramarto fexsacmelebis
SeZeniT iReben sargebels, aramed axali samuSao adgilebis gaCeniTac. amrigad, am
sazogadoebaSi da garkveuli zomiT, qveynis ekonomikaSic adamianebis warmateba
arapirdapiraa damokidebuli fexsacmlis mkeravi mcire biznesis mflobelis
warmatebaze.

warmoebis faqtorebi resursebi, romlebic produqtis da momsaxurebis

sawarmoeblad gamoiyeneba.

mewarme adamiani, romelic sakuTar dros, Zalisxmevas da fuls biznesis

dasawyebad da samarTavad riskavs.

kapitalizmi ekonomikuri sistema, sadac individebi floben da marTaven im

biznesebis umetesobas, romlebic produqts da momsaxurebas awarmoeben.

uCinari xeli adam smitis mier Seqmnili termini, romliTac aRwers individebis
pirad sargebels Tu ra sikeTis motana SeuZlia sxva individebis da mTlianad
qveynis ekonomikisTvis.

15

diagrama 1-4 adam smitis Laissez-Faire (lese-fer) kapitalizmi

Laissez-Faire Capitalism - Laissez-Faire kapitalizmi

Right to create wealth - dovlaTis Seqmnis ufleba
Right to own private property and resources - kerZo sakuTrebis da resursebis flobis
ufleba
Right to economic freedom and freedom to compete - ekonomikuri da konkurenciis
Tavisuflebis ufleba
Right to limited government intervention - saxelmwifos SezRuduli Careva ekonomikaSi

adam smitis kapitalizmi Semdeg fundamentur principebs efuZneba (aseve, ix.

diagrama 1-4):
1. dovlaTs unda qmnides kerZo seqtori da ara saxelmwifo;
2. dovlaTis Sesaqmnelad individebi unda flobdnen kerZo sakuTrebas da
resursebs;
3. ekonomikuri Tavisufleba aris konkurentuli bazrebis arsebobis garantia,
rac gamyidvelebs da myidvelebs bazarze Sesvlis da bazridan gasvlis
Tavisuflebas aniWebs;
4. saxelmwifos roli unda Semoifarglos qveynis mtrebisgan dacvis, qveyanaSi
wesrigis damyarebis da sajaro samuSaosa da ganaTlebis uzrunvelyofiT.

erT-erTi faqtori, romelic smitis rwmeniT Zalian mniSvnelovania, aris

saxelmwifos roli. mas sjeroda, rom mTavroba unda dasjerdes kanonmdeblisa da
msajulis rols. franguli termini laissez-faire (lese-fer) axasiaTebs smitis
kapitalistur sistemas da gulisxmobs, rom mTavroba ar unda Caerios ekonomikaSi.
martivad rom gadavTargmnoT, es termini niSnavs „akeTon, rac undaT“ (TavianTi
Sexedulebisamebr).
adam smitis laissez-faire kapitalizmi aseve, efuZneba sabazro ekonomikis cnebas.
sabazro ekonomika (romelsac aseve, Tavisufali bazris ekonomikas uwodeben) aris
ekonomikuri sistema, sadac biznesebi da individebi Tavad wyveten ra awarmoon da
iyidon, xolo fasebs da gayiduli produqciis raodenobas bazari gansazRvravs.
Tanamedrove konkurentul samyaroSi, iseTi biznesi, rogoricaa Ford Motor Company-
i, Tavad unda wyvetdes ra tipis avtomobilebs gayidis, rogor awarmoebs am
avtomobilebs da visTvis iqneba es nawarmi gankuTvnili. Tqven, momxmareblebma ki
Tavad unda gadawyvitoT iyidiT Ford-is produqts Tu sxva mwarmoeblis
avtomobilze SeaCerebT arCevans. fasebs bazarze momxmareblebis da biznesebis
urTierTqmedeba gansazRvravs.

1-3b Capitalism in the United States

1-3b kapitalizmi aSS-Si

aSS-s ekonomikur sistemas safuZvlad adam smitis laissez-faire kapitalizmi udevs.
Tumca, es ar aris is ekonomikuri sistema, romelsac adam smiti miesalmeboda,
radgan saxelmwifo mxolod kanonmdeblis da msajulis rols ar jerdeba. aSS-s
ekonomika realurad, Sereuli ekonomikaa, romelsac rogorc kapitalizmis, aseve
socializmis elementebi axasiaTebs.
Sereul ekonomikaSi, zemoT aRniSnul ZiriTad ekonomikur kiTxvebze (ra?
rogor? visTvis? vin?) pasuxis gacema Sinameurneobebis, biznesebis da mTavrobis
urTierTqmedebis Sedegad xdeba. am sam jgufs Soris urTierTqmedeba diagrama 1-5-
zea naCvenebi.

Households

Sinameurneobebi Sinameurneobebi, romelsac individebi Seadgenen, arian rogorc

produqtisa da momsaxurebis momxmareblebi, aseve, warmoebis zogierTi faqtoris
mflobelebi. rogorc resursebis mflobelebma, am adamianebma Tavisuflad unda
gadawyviton Tu rogor iqneba es resursebi gamoyenebuli da miiRon Semosavali,
mogeba da sxva saxis sargebeli, rac am resursebis flobas axlavs Tan. magaliTad,
Sinameurneobis wevrebi bizness Sromas, kapitals da sxva resursebs awvdian. amis
sanacvlod, biznesi maT uxdis xelfass, qiras, dividends da procents, rac
Sinameurneobis Semosavalia.

sabazro ekonomika ekonomikuri sistema, sadac biznesebi da individebi Tavad

wyveten ra awarmoon da iyidon, xolo fasebs da gayiduli produqciis raodenobas
bazari gansazRvravs.

Sereuli ekonomika ekonomika, romelsac rogorc kapitalizmis, aseve socializmis

elementebi axasiaTebs.

16

diagrama 1-5 Sereuli ekonomikis wrebrunvis modeli

Sereuli ekonomikuri sistema efuZneba myidvelebisa da gamyidvelebis

urTierTqmedebas, saxelmwifos zomieri rolis gaTvaliswinebiT.
Resource markets - resursebis bazari
Governments - mTavroba
Product markets - produqtebis bazari
Businesses - biznesebi
Households - Sinameurneobebi
Natural resources Labor Capital - bunebrivi resursebi, Sroma, kapitali
Consumer spending - samomxmareblo danaxarjebi
Sales revenue - Semosavali gayidvebidan
Wages Rent Interest - xelfasi, qira, procenti
Income - Semosavali
Resources - resursebi
Products - produqtebi
Govt. Spending - saxelmwifo Sesyidvebi
Service - momsaxureba
Taxes - gadasaxadebi
Goods Services - produqcia, momsaxureba

rogorc momxmareblebi, Sinameurneobis wevrebi sakuTar Semosavals biznesis

mier Seqmnili produqtis da momsaxurebis SesaZenad iyeneben. magaliTad,
dResdReobiT, aSS-Si mTliani warmoebis 70 procenti modis samomxmareblo
produqciaze - produqtebi da momsaxureba, romlebsac individebi piradi
moxmarebisTvis iZenen.7 es niSnavs, rom momxmareblebis jgufi aSS-s biznesis
udidesi klientia.
Businesses

biznesebi SinameurneobaTa msgavsad, biznesebic or gansxvavebul garigebaSi

monawileoben. isini resursebis, Sromis da kapitalis sanacvlod fuls ixdian da
am resursebs produqtebis da momsaxurebis sawarmoeblad iyeneben. warmoebul
produqcias biznesebi Semosavlis miRebis mizniT yidian. gayidvebidan miRebuli
Semosavali, Tavis mxriv, im resursebSi icvleba, romlebic ufro meti produqtis
da momsaxurebis sawarmoeblad gamoiyeneba.
rodesac biznesis mogebas misi mflobelebi inawileben, es ganawilebuli
mogeba SinameurneobaTa Semosavali xdeba (biznesis mflobelebi xom
SinameurneobaTa wevrebi arian). rodesac ekonomika Seuferxeblad muSaobs,
Sinameurneobebs sakuTari danazogis biznesSi investirebis survili uCndebaT. amis
gakeTeba maT SeuZliaT pirdapir, biznesis mier gamoSvebuli aqciebis SeZeniT an
aqciebis im ormxrivi fondebisgan SeZeniT, romlebmac isini biznesisgan iyides.
aseve, Sinameurneobebs biznesisTvis fulis sesxebac SeuZliaT. Sinameurneobebs
biznesSi investireba arapirdapiri gziTac SeuZliaT, raSic maTi danazogebis
bankSi depozitebze ganTavseba igulisxmeba. am Tanxas banki da sxva finansuri
institutebi sakuTar saqmianobaSi gamoiyeneben (magaliTad, biznesisTvis sesxis
misacemad). amrigad, biznesis mogeba biznesis sistemaSive rCeba da avsebs diagrama
1-5-ze mocemul wrebrunvis models. raSi mdgomareobs aq saxelmwifos roli?

mTavroba saxelmwifos mier gaweuli mravali momsaxurebaa mniSvnelovani, magram

1) rom ara saxelmwifo, kerZo firmebi am momsaxurebas ar miawodebdnen bazars an
2) es momsaxureba mxolod maT miewodeboda, visac misi yidva SeeZleboda.
saxelmwifos mier gaweuli tipuri momsaxureba moicavs erovnul Tavdacvas,
policias, saxanZro samsaxurs, ganaTlebas da gzebis da avtobanebis mSeneblobas.
yvela am momsaxurebis uzrunvelsayofad mTavrobas garkveuli finansuri
resursebi esaWiroeba, rasac sxvadasxva saxis gadasaxadebis dawesebiT agrovebs
Sinameurneobebisa (saSemosavlo gadasaxadi) da biznesebisgan (mogebis gadasaxadi).

samomxmareblo produqcia produqtebi da momsaxureba, romlebsac individebi

piradi moxmarebisTvis iZenen.

17

diagrama 1-5 asaxavs gadasaxadebis am nakads, rac saWiroa saxelmwifos mier

momsaxurebis gasawevad. aseve, aq asaxulia saxelmwifos danaxarjebi im resursebsa
da produqtebze, rac mis mier momsaxurebis gasawevadaa saWiro.
 faqtobrivad, saxelmwifos monawileobis gaTvaliswinebiT, wrebrunvis es
modeli sxvadasxva nakadebis kombinacias waagavs, rac realuria. mniSvnelovania
is, rom sxvadasxva nakadebi erTobliobaSi erTian ekonomikur sistemas qmnis,
romelic pasuxebs gvaZlevs oTx ZiriTad ekonomikur kiTxvaze. martivad rom
vTqvaT, sistema muSaobs.

Stock.com/stevanovicigor

Capitalism - kapitalizmi
Socialism - socializmi

1-3g mbrZanebluri ekonomika

mbrZanebluri ekonomika iseTi ekonomikuri sistemaa, sadac saxelmwifo wyvets

romeli produqti da momsaxureba unda iqnes warmoebuli, rogor unda moxdes maTi
warmoeba, visTvis unda iyos xelmisawvdomi produqti da momsaxureba da vin flobs
da marTavs warmoebis ZiriTad faqtorebs. mbrZanebluri ekonomikis magaliTebia
ekonomikuri sistemis ori tipi - socializmi da komunizmi.

socializmi socialistur ekonomikaSi mTavroba flobs da marTavs ZiriTad

dargebs da miwa, Senobebi da wiaRiseuli umetesad, saxelmwifo sakuTrebaa. mcire
biznesis floba garkveuli doziT daSvebulia. Cveulebriv, miuxedavad imisa, rom
adamianebs SeuZliaT sakuTari dasaqmebis sferos arCeva, isini muSaoben
saxelmwifos sakuTrebaSi arsebul dargebSi. dResdReobiT, CineTi, kanada, SvedeTi
da norvegia xSirad iwodebian socialistur saxelmwifoebad.
is Tu ra unda awarmoon qveyanaSi da rogor, ganisazRvreba erovnuli
miznebis Sesabamisad, rac resursebis mosalodnel saWiroebasa da
xelmisawvdomobas efuZneba. produqtis da momsaxurebis ganawileba (anu vin ra
unda miiRos) aseve saxelmwifos mier kontroldeba, gadasaxadebis, qiris da
xelfasebis msgavsad. socialisturi qveynebis gacxadebul miznebs Sorisaa
Semosavlis samarTliani ganawileba, siRaribis aRmofxvra da socialuri
momsaxurebis (rogoricaa jandacva) uzrunvelyofa yvelasTvis, visac es sWirdeba.
socializmis naklovan mxareebs miekuTvneba mZime gadasaxadebi da Semcirebuli
stimulebi individebisa da biznesis mflobelebisTvis.

komunizmi adam smiti Tu kapitalizmis „mamaa“, karl marqsi Tamamad SegviZlia

miviCnioT komunizmis mamad. 1800-ian wlebSi Tavis namuSevrebSi marqsma wamowia
uklaso sazogadoebis cneba, romlis wevri moqalaqeebic erTad floben yvela
ekonomikur resurss.
sakuTari SesaZleblobidan gamomdinare yvela momuSaves sakuTari wvlili
Seaqvs komunisturi sazogadoebis cxovrebaSi da iRebs sargebels sakuTari
saWiroebidan gamomdinare.
sabWoTa kavSiris daSlis da CineTsa da aRmosavleT evropis qveynebis
umetesobaSi ekonomikuri reformebis ganxorcielebis Semdeg komunizmis
SemorCenili magaliTi CrdiloeT koreaa. am qveyanaSi oTx sabaziso ekonomikur
kiTxvas centralizebuli samTavrobo gegmebis saSualebiT pasuxoben. aqcenti im
produqtebisa da momsaxurebis warmoebaze keTdeba, rac saxelmwifos esaWiroeba
da ara imaze Tu ra Wirdeba momxmarebels. Sesabamisad, xSirad aris saxeze
samomxmareblo produqtebis deficiti.

kiTxvebi TviTSemowmebisTvis √
 CamoTvaleT oTxi ZiriTadi ekonomikuri kiTxva. rogor scemen am
kiTxvebs pasuxs kapitalistur ekonomikaSi?
 aRwereT oTxi ZiriTadi daSveba, romelsac laissez-faire-is kapitalisturi
ekonomika efuZneba.
 ratom uwodeben aSS-s ekonomikas Sereul ekonomikas?
 rogor gansxvavdeba kapitalizmi socializmisa da komunizmisgan?

mbrZanebluri ekonomika ekonomikuri sistema, sadac saxelmwifo wyvets romeli

produqti da momsaxureba unda iqnes warmoebuli, rogor unda moxdes maTi
warmoeba, visTvis unda iyos xelmisawvdomi produqti da momsaxureba da vin flobs
da marTavs warmoebis ZiriTad faqtorebs.

1-4 Measuring Economic Performance

1-4 ekonomikuri maCveneblebis Sefaseba

swavlis mizani
1-4 gansazRvroT ekonomikuri Sedegianobis Sefasebis gzebi
erTi wamiT gaiazreT Semdegi kiTxvebi:
• momuSaveebi aSS-Si iseTive mwarmoeblurebi arian rogorc sxva qveynebSi?
• aSS-s mTliani Sida produqti izrdeba Tu mcirdeba?

18

informacia, romelic am kiTxvebze pasuxisTvisaa saWiro advilad SeiZleba miiRoT

mravali wyarodan. am da sxva kiTxvebze pasuxebi SegviZlia qveynis ekonomikuri
sijansaRis Sesafaseblad gamoviyenoT.

GaudiLab/Shutterstock.com

efeqtur gundur muSaobas mwarmoeblurobis gazrda SeuZlia. zogjer, gunduri

muSaoba mwarmoeblurobis gazrdis erT-erTi saukeTeso gzaa da mwarmoeblurobis
gaumjobesebis sxva gzebTan SedarebiT naklebad xarjiania. amasTan, gunduri
muSaoba xarisxis gaumjobesebis da problemebis gadaWris erT-erTi saukeTeso
gzaa. gunduri muSaobis pirobebSi TanamSromlebis samuSaoTi kmayofileba izrdeba
da gundis wevrebi grZnoben, rom maT afaseben sxva TanamSromlebi da menejerebi.

1-4a mwarmoeblurobis mniSvneloba globalur bazarze

qveynis ekonomikuri maCveneblebis gazomvis erT-erTi gza misi mwarmoeblurobis

Sefasebaa. mwarmoeblurobis mravali ganmarteba arsebobs. Cven mas Semdegnairad
ganvmartavT: mwarmoebluroba aris erTi momuSavis mier erT saaTSi saSualod
gamoSvebuli produqtis moculoba. mwarmoeblurobis zrda ekonomikur zrdaSi
aisaxeba, radgan arsebuli samuSao Zalis pirobebSi produqtis da momsaxurebis
ufro didi raodenobis warmoeba xdeba. imisaTvis, rom kargad gavacnobieroT
mwarmoeblurobis mniSvneloba, vupasuxoT Semdeg sam kiTxvas:
kiTxva 1: mwarmoeblurobis zrda ra gavlenas axdens ekonomikaze?

pasuxi: mwarmoeblurobis zrdis gamo, ufro naklebi momuSavea saWiro ufro meti
produqtis da momsaxurebis sawarmoeblad. Sedegad, damsaqmeblebs danaxarjebis
Semcireba, mogebis gazrda da produqtis da momsaxurebis ufro dabal fasad
gayidvac SeuZliaT. dabolos, mwarmoeblurobis zrda adgilobriv bizness exmareba
ufro efeqturi konkurencia gauwios sxva qveynebs globalur, konkurentul
garemoSi.

kiTxva: rogor axerxebs qveyana mwarmoeblurobis gaumjobesebas?

pasuxi: pirvel rigSi, danaxarjebis SemcirebiTa da momuSaveebisTvis ufro

efeqtianad muSaobis saSualebis micemiT.

kiTxva: mwarmoeblurobis zrda yovelTvis kargia?

pasuxi: momuSaveTa ufro naklebi raodenobiT ufro meti produqtisa da

momsaxurebis warmoebis pirobebSi, SesaZloa, miviRoT xelfasebis Semcireba da
umuSevrobis gazrdili done. am SemTxvevaSi, gazrdili mwarmoebluroba
damsaqmeblebisTvisaa kargi, magram arc Tu ise kargia umuSevrebisTvis.

1-4b qveynis mTliani Sida produqti

mwarmoeblurobis garda, qveynis ekonomikuri keTildReobis sazomia mTliani Sida

produqti. mTliani Sida produqti (mSp) yvela im produqtisa da momsaxurebis
fuladi Rirebulebaa, romelic qveynis SigniT drois mocemul periodSi,
Cveulebriv, erTi wlis ganmavlobaSi awarmoes. magaliTad, aSS-s mTlian Sida
produqtSi Sedis rogorc amerikuli General Motors-is, aseve, iaponuri Toyota-s aSS-
Si mdebare qarxanaSi momuSaveebis mier warmoebuli avtomobilebis Rirebuleba.
2016 wels aSS-s mSp 18.7 trilioni dolari iyo8 (SeniSvna: saxelmZRvanelos
gamoqveynebis dros 2016 wlis monacemebi iyo uaxlesi).

mwarmoebluroba erTi momuSavis mier erT saaTSi saSualod gamoSvebuli

produqtis moculoba.

mTliani Sida produqti (mSp) yvela im produqtisa da momsaxurebis fuladi

Rirebuleba, romelic qveynis SigniT drois mocemul periodSi, Cveulebriv, erTi
wlis ganmavlobaSi awarmoes.
19

mSp amartivebs aSS-sa da sxva qveynebs Soris Sedarebebis gakeTebas, radgan

is aris standarti, romelsac iyenebs ekonomikuri angariSebis saerTaSoriso
saxelmZRvanelo. aseve, SesaZlebelia mSp-ze dakvirveba erT qveyanaSi, sxvadasxva
periodebis mixedviT. es dakvirveba qveynis ekonomikis zrdis tempis gamovlenis
SesaZleblobas iZleva. magaliTad, aSS-s mTavrobis ekonomikuri eqspertebis
prognoziT, 2024 wlisTvis aSS-s mSp 26.6 trilion dolars miaRwevs.9
imisaTvis, rom mSp sxvadasxva wlebSi erTmaneTs SevadaroT, misi koreqtireba
unda movaxdinoT inflaciis gaTvaliswinebiT. inflacia fasebis saerTo donis
zrdaa. fasebis saerTo donis Semcirebas ki deflacia ewodeba. inflaciiT
dakoreqtirebuli monacemebis gamoyenebiT SegviZlia qveynis realuri mSp
gavzomoT. am SemTxvevaSi, SesaZlebeli xdeba qveynis mier warmoebuli produqtisa
da momsaxurebis sxvadasxva wlebis mixedviT Sedareba mudmiv fasebSi. diagrama 1-
6 asaxavs aSS-s mSp-s mimdinare fasebSi da realur mSp-s inflaciiT koreqtirebul
fasebSi. SevniSnoT, rom 1995-2016 wlebSi aSS-s mSp TiTqmis 10.6 trilioni
dolaridan 16.7 trilion dolaramde gaizarda.10

kiTxvebi TviTSemowmebisTvis √
 mwarmoeblurobis zrda ra gavlenas axdens biznesze?
 ganmarteT mTliani Sida produqti. ratomaa mniSvnelovani es
ekonomikuri maCvenebeli?
 ra gavlenas axdens inflacia produqtsa da momsaxurebaSi Tqven mier
gadaxdil fasze?
 ra kavSiria mwarmoebelTa fasebis indeqssa da samomxmareblo fasebis
indeqss Soris?

1-4g qveynis ekonomikis sazomi sxva mniSvnelovani ekonomikuri indikatorebi

mwarmoeblurobis, mSp-s da realuri mSp-s garda sxva ekonomikuri sazomebic

arsebobs, romliTac qveynis ekonomikis Sefasebaa SesaZlebeli. maTgan erT-erTi
mniSvnelovani umuSevrobis donea. umuSevrobis done qveynis samuSao ZalaSi
umuSevarTa xvedriTi wilia. aSS-Si umuSevdrobis done, Cveulebriv, 4-dan 6
procentamdea, Tumca, piks 2008 wlis ekonomikuri krizisis dros miaRwia. am
saxelmZRvanelos gamoqveynebis dros aSS-Si umuSevrobis done 4.6 procenti iyo.

diagrama 1-6 mSp mimdinare da inflaciiT koreqtirebul fasebSi

mSp-s da realuri mSp-s cvlilebebi aSS-Si wlidan wlamde SeiZleba ekonomikuri

zrdis sazomad gamoviyenoT
Real GDP in 2009 dollars - realuri mSp 2009 wlis fasebiT
GDP in current dollars - mSp mimdinare fasebiT
Trillions of dollars - trilioni dolari
Year - weli

inflacia fasebis saerTo donis zrda.

deflacia fasebis saerTo donis Semcireba.

umuSevrobis done qveynis samuSao ZalaSi umuSevarTa xvedriTi wili.

20

cxrili 1-1 qveynis ekonomikuri sijansaRis Sesafaseblad gamoyenebuli ZiriTadi

maCveneblebi

ekonomikuri maCvenebeli aRwera

1. savaWro balansi drois garkveuli periodisTvis qveynis mTliani
eqsportis Rirebulebasa da misi mTliani importis
Rirebulebas Soris sxvaoba.
2. momxmarebelTa Tavdajerebis indeqsi sazomi imisa Tu ramdenad optimisturad an pesimisturad
uyureben momxmareblebi qveynis ekonomikas. am
maCvenebels, Cveulebriv, yovelTviurad angariSoben.
3. biznes seqtoris mogeba drois garkveul periodSi korporaciebis mier miRebuli
mogebis mTliani odenoba.
4. inflaciis done ekonomikuri statistika, romelic Tvals adevnebs droTa
ganmavlobaSi produqtis da momsaxurebis fasebis zrdas.

5. erovnuli Semosavali
6. axali mSeneblobebi
7. premium saprocento ganakveTebi
am maCveneblis gamoqveyneba yovelTviurad xdeba da
gaiangariSeba wlebis mixedviT (wina wlis Sesabamis
periodTan SedarebiT).
mosaxleobis sxvadasxva segmentis mier gamomuSavebuli
Semosavali, dasaqmebulebis, TviTdasaqmebulebis,
korporaciebis da qveynis moqalaqeebis mier miRebuli
sxva Semosavlebis CaTvliT.
im axali mSeneblobebis raodenoba, romlebic garkveul
periodSi daiwyo.
umciresi saprocento ganakveTi, romelsac bankebi maT
yvelaze saimedo klientebs uweseben.

samomxmareblo fasebis indeqsi yovelTviuri indeqsia, romelic tipuri

momxmareblis mier qalaq adgilas SeZenili produqtis da momsaxurebis
fiqsirebuli kalaTis Rirebulebis cvlilebas zomavs. samomxmareblo fasebis
indeqsSi Semavali produqtebi moicavs sursaTs da sasmelebs, transportirebas,
sacxovrebels, tanisamoss, jandacvas, garToba-dasvenebas, ganaTlebas,
komunikacias da sxva produqtebsa da momsaxurebas. samomxmareblo fasebis indeqss
ekonomistebi xSirad iyeneben inflaciis efeqtis gansazRvrisTvis, rogorc qveynis
ekonomikaze, aseve individualur momxmarebelze. kidev erTi indeqsia mwarmoebelTa
fasebis indeqsi, romelic iTvlis fass, romelsac mwarmoeblebi iReben maT mier
gamoSvebuli saboloo produqtis sanacvlod. radganac mwarmoebelTa fasebis
indeqsSi cvlilebebi sabiTumo vaWrobaSi fasebis zrdas an Semcirebas asaxavs,
mwarmoebelTa fasebis indeqsiT samomxmareblo fasebis indeqsis Sesaxeb saimedo
prognozis gakeTeba SeiZleba.
zogierTi sxva maCvenebeli cxrili 1-1-Sia aRwerili. mSp-s, realuri mSp-s,
umuSevrobis donis da fasebis indeqsis msgavsad es maCveneblebic SeiZleba
gamoviyenoT ekonomikuri statistikis wlebis mixedviT SedarebisTvis.

1-5 The Business Cycle

1-5 biznes cikli

swavlis mizani
1-5 ganixiloT tipuri biznes ciklis sxvadasxva fazebi

yvela industriuli qveynis mizani ekonomikuri zrdis, sruli dasaqmebis da

fasebis stabilurobis miRwevaa. Tumca, yovelwliurad stabiluri zrdis nacvlad
qveynis ekonomika meryeobs. Tqven Tu SeecdebiT da ekonomikuri zrdis tempebs
grafikulad gamosaxavT iseTi qveynisTvis, magaliTad, rogoric aSS-ia, grafiki
mogagonebT eqstremalur atraqcions pikiT (umaRlesi wertili) da fskeriT
(yvelaze dabali wertili). am meryeobebs biznes ciklebs uwodeben da isini
ekonomikaSi zrdisa da recesiis periodebis ganmeorebadobas asaxaven.
am saxelmZRvanelos gamoqveynebis periodisTvis, aSS-s ekonomikaSi
mdgomareoba umjobesdeboda. mTliani Sida produqti izrdeboda, aqciebis bazari
stabilurdeboda da samomxmareblo danaxarjebi izrdeboda, rasac Tan
umuSevrobis donis kleba erTvoda. amis miuxedavad, ekonomistebi SeSfoTebulni
arian saxelmwifo valis moculobiT, rasac mogvianebiT detalurad ganvixilavT.
aseve arsebobs gaurkvevloba trampis administraciis mier SesaZlo cvlilebebis
ganxorcielebasa da aSS-s ekonomikis grZelvadian stabilurobaze am cvlilebebis
gavlenasTan dakavSirebiT. aseve, bevri amerikeli eqsperti SeSfoTebiT adevnebs
Tvals ucxo qveynebis ekonomikas da msoflioSi mimdinare konfliqtebs.

samomxmareblo fasebis indeqsi yovelTviuri indeqsi, romelic tipuri

momxmareblis mier qalaq adgilas SeZenili produqtis da momsaxurebis
fiqsirebuli kalaTis Rirebulebis cvlilebas zomavs.

mwarmoebelTa fasebis indeqsi iTvlis mwarmoeblebis mier gamoSvebuli saboloo

produqtis sanacvlod miRebul fass.

biznes cikli ekonomikaSi zrdisa da recesiis periodebis ganmeorebadoba.

21

cvlilebebi, romlebic an ekonomikuri zrdis an ekonomikuri vardnis

Sedegia, gavlenas axdens im produqtisa da momsaxurebis raodenobaze, romlis
SeZenac momxmareblebs surT, rac, Tavis mxriv, gavlenas axdens biznesebis mier
warmoebuli produqtisa da momsaxurebis raodenobaze. Cveulebriv, biznes cikli
oTx fazas moicavs: piki (ayvaveba), recesia, fskeri da aRdgena (gafarToeba).
pikur periodSi ekonomikuri maCveneblebi umaRles niSnulzea da umuSevroba
dabalia. mTliani Semosavali SedarebiT maRalia. manamde, sanam ekonomikis Sesaxeb
molodinebi Zalian dadebiTia, momxmareblebs surT produqtebis da momsaxurebis
SeZena. realurad, biznesi xSirad farTovdeba da bazars axal produqtebsa da
momsaxurebas sTavazobs pikur periodSi, raTa momxmareblis gazrdili
myidvelobiTi unariT isargeblos.
Cveulebriv, ekonomistebi recesias ganmartaven rogorc zedized ori an meti
samTviani periodis ganmavlobaSi qveynis mSp-s Semcirebas. recesiis dros,
umuSevrobis zrdis kvalobaze, saerTo myidvelobiTi unari ecema. pesimizmi,
romelic recesias axlavs xSirad ganapirobebs momxmareblebis da biznesebis mier
daxarjuli Tanxebis Semcirebas. myidvelobiTi unaris Semcirebis kvalobaze,
momxmareblebi ufro ZiriTad saWiroebebze orientirebulni xdebian da uars
amboben naklebad saWiro da/an fufunebis sagnebis SeZenaze. recesiis periodSi
biznesebi da mTavrobis yvela rgoli gadadebs an anelebs mniSvnelovani
proeqtebis ganxorcielebas. recesiis sapasuxod, mravali biznesi aqcents im
produqtis da momsaxurebis warmoebaze akeTebs, romlebic momxmareblebisTvis
mniSvnelovani da saWiroa.
ekonomistebi depresias ganmartaven, rogorc mZime recesias, romelic tipur
recesiaze didxans grZeldeba da kidev ufro mZime dartymas ayenebs biznes
saqmianobas. depresia umuSevrobis ukiduresad maRali doniT, dabali xelfasebiT,
Semcirebuli myidvelobiTi unariT, ekonomikaSi Tavdajerebis naklebobiT,
aqciebis dabali fasiT da zogadad, biznes aqtivobis SenelebiT xasiaTdeba.
biznes ciklis mesame fazaa fskeri. fskeri recesiis an depresiis
Semobrunebis wertilia, rodesac qveynis warmoebis da dasaqmebis done yvelaze
dabal niSnulze Camodis. recesiis da depresiis uaryofiTi Sedegebis dasaZlevad
mTavroba monetarul da fiskalur politikas iyenebs. aSS-Si, magaliTad,
monetarul politikas qveyanaSi fulis miwodebis da saprocento ganakveTebis
donis Sesaxeb federaluri sarezervo sistemis mier miRebuli gadawyvetilebebi
Seadgens. fiskaluri politikis meSveobiT mTavrobas danazogebsa da danaxarjebze
gavlenis moxdena SeuZlia, risTvisac cvlis sagadasaxado sistemas da saxelmwifo
Sesyidvebis moculobas. magaliTad, 2008 wels dawyebuli ekonomikuri krizisis
periodSi aSS-Si federaluri sarezervo sistemis monetaruli politika (dabali
saprocento ganakveTebi) da mTavrobis fiskaluri politika (gazrdili xarjebi)
ekonomikis stimulirebisken iyo mimarTuli.
mTavrobis mier inicirebuli stimulirebis programebis Sesaxeb msjelobisas
aqtualuri sakiTxia saxelmwifo vali. magaliTad, miuxedavad imisa, rom aSS-s
federaluri mTavroba wliurad 3 trilion dolarze mets iRebs gadasaxadebis
saxiT, mTavroba, Cveulebriv, am Tanxaze mets xarjavs, rac biujetis deficitis
mizezia. magaliTad, aSS-s federaluri biujetis deficiti hqonda yovel wels,
2002-dan 2016 wlamde periodSi. biujetis deficitebi erTianobaSi saxelmwifo vals
Seadgens. dResdReobiT, aSS-s saxelmwifo vali 20 trilion dolarze metia anu 61
aTasi dolaria qveynis erT sul mosaxleze.11
meore msoflio omis Semdeg, biznes cikli, saSualod, 69 Tve anu 6 weliwadze
nakleb xans grZeldeboda, erTi pikuri periodidan meore pikur periodamde. meore
msoflio omamde periodSive, aRdgenis (gafarToebis) saSualo xangrZlivoba 58 Tve
iyo, xolo recesia, saSualod, 11 Tves grZeldeboda.12 aRdgena aris ekonomikis
moZraoba fskeridan biznes ciklis momdevno pikamde. zogierTi eqsperti miiCnevs,
rom monetaruli da fiskaluri politikis efeqtur gamoyenebas aRdgenis daCqareba
da ekonomikis recesiaSi yofnis drois Semcireba SeuZlia. biznes ciklis aRdgenis
fazaSi umuSevrobis maRali done mcirdeba, Semosavali, myidvelobiTi unari da
samomxmareblo xarjebis gawevis survili ki izrdeba.
recesia zedized ori an meti samTviani periodis ganmavlobaSi qveynis mSp-s
Semcireba.

depresia mZime recesia, romelic tipur recesiaze didxans grZeldeba da kidev

ufro mZime dartymas ayenebs biznes saqmianobas.

monetaruli politika qveyanaSi fulis miwodebis da saprocento ganakveTebis

donis Sesaxeb federaluri sarezervo sistemis mier miRebuli gadawyvetilebebi.

fiskaluri politika mTavrobis mier danazogebsa da danaxarjebze gavlenis

moxdena, sagadasaxado sistemis da saxelmwifo Sesyidvebis moculobis cvlilebis
gziT.

biujetis deficiti situacia, rodesac saxelmwifos ufro mets xarjavs fiskalur

weliwadSi, vidre amave periodSi mis mier gadasaxadebis saxiT miRebuli Tanxaa.

saxelmwifo vali biujetis deficitebis erToblioba.

22

mwvane momavali

zrdis SesanarCuneblad Nike-i zrunavs ekologiaze

vis axsovs swoosh-i (naikis logo)? is TandaTan mwvandeboda, Nike-is mier

grZelvadian periodSi Semosavlebis zrdisTvis inovaciebis Seqmnis procesSi
mdgradi midgomebis gamoyenebis kvalobaze. Nike-i gaxlavT kompania, romelic
awarmoebs sportul fexsacmels, tanisamoss da ekipirebas.
ganvixiloT kompaniis sportuli fexsacmelebis Flyknit xazi. fexsacmlis
dizainis Seqmnis idea narCenebis gadamuSavebis miznis wyalobiT daibada.
fexsacmlis zeda nawilis sxvadasxva masalis naWrebisgan Sekervis nacvlad, rac
SemdgomSi narCenebis saxiT iyreba, Flyknit-i mxolod erTi masalis naWriTaa
gaformebuli. bazarze Semosvlidan ramdenime weliwadSi Flyknit-is xazis gayidvebma
1 miliard dolars gadaaWarba da 3.5 milioni funti (wonis erTeuli, udris 453,59
grams) narCeni dazoga.
 Nike-is mier garemoze zrunvasTan dakavSirebuli kidev erTi mizania
tansacmlis saRebavi fabrikisTvis saWiro wylisa da energoresursebis raodenobis
Semcireba. kompaniam aRmoaCina startapi holandiaSi, romelic nakleb
energoresurss moixmars am procesSi da materiis SeRebvisas wyals ar iyenebs. am
firmaSi investirebisa da masTan strategiuli partniorobis gziT Nike-i SeRebvis
axal process nergavs mTel mis miwodebis jaWvSi. Nike-is mier Sekerili tanisamosi,
romelic kvlavac iseTi feradi iqneba, rogorc adre, ekologiaze zrunvis kargi
magaliTia, radganac mis mier danergili inovaciuri procesi wyals da
energoresursebs zogavs.
kompania ufro winac ixedeba da miznad isaxavs ufro mkveTrad Seamciros
mizi zegavlena garemoze. amisTvis Nike-i gegmavs gamoiyenos qsovili, romelic
mdgradi meTodebis gamoyenebiT iqneba miRebuli. kompania adgens mdgradobis
reitings TiToeuli misi produqtis da mis miwodebis jaWvSi arsebuli aTasobiT
masalisTvis, raTa kidev ufro „mwvane“ gaxados misi saqmianoba.

1-6 Types of Competition

1-6 konkurenciis tipebi

swavlis mizani
1-6 aRweroT konkurenciis oTxi tipi

kapitalisturi sistema uzrunvelyofs individebisa da biznesebis mier

gadawyvetilebis miRebas imis Sesaxeb Tu ra awarmoon, rogor awarmoon da ra fasi
daaweson produqtze. Mattel, Inc.-s, magaliTad, SeuZlia misi cnobili saTamaSos,
Barbie-is axali versiebis Seqmna, Barbie-s saxelis licenziiT gacema, saTamaSos
fasis Secvla, miwodebis meTodis SerCeva, am saTamaSos sxva qveyanaSi warmoeba da
misi internetiT gayidva veb-gverdze: www.mattel.com. kapitalisturi sistema
momxmarebels Mattel-is produqtebsa da misi konkurentebis produqtebs Soris
arCevanis gakeTebis Tavisuflebas aZlevs.
rogorc momxmarebeli, Tavad irCevT romeli produqti da momsaxureba
SeiZinoT. kompaniebs Soris konkurencia kapitalizmis saWiro da ukiduresad
mniSvnelovani Tanmdevia. biznes konkurenciaSi biznesebs Soris potenciuri
momxmareblebisTvis produqtis miyidvis procesSi metoqeoba igulisxmeba.
kapitalistur ekonomikaSi konkurenciaa imis garanti, rom firma mxolod maSin
gadarCeba Tu momxmareblebs kargad emsaxureba maTTvis saWiro produqtebis da
momsaxurebis miwodebis procesSi. ekonomistebi konkurenciis oTx xarisxs
ganasxvaveben, srulyofili/idealuri konkurenciidan konkurenciis saerTod
ararsebobamde. ufro zustad ki konkurenciis oTxi tipi gamoiyofa: srulyofili
konkurencia, monopolisturi konkurencia, oligopolia da monopolia. oTxive
tipis konkurenciis mokle mimoxilva da TiToeuli tipisTvis Sesabamisi
magaliTebi cxrili 1-2-Sia mocemuli.

1-6a srulyofili konkurencia

srulyofili konkurencia maSin gvxvdeba, rodesac bazarze produqtis bevri

gamyidveli da myidvelia da arc erT gamyidvels an myidvels ar aqvs produqtis
fasze gavlenis mosaxdenad saWiro Zalaufleba. rogorc cxrili 1-2-Sia aRniSnuli,
realur samyaroSi srulyofili konkurenciis magaliTebia simindis, xorblis,
miwis Txilis da sxva mravali sasoflo-sameurneo produqtis bazari. srulyofili
konkurenciis arsebobisTvis xuTi piroba unda sruldebodes, esenia:

• ganvixilavT erTi produqtis (magaliTad, xorblis) bazars.

• am bazarze firmebis SesvlisTvis barierebi ar arsebobs.
• yvela gamyidvelis mier SeTavazebuli produqti arsebiTad erTidaigivea.
• yvela gamyidvels da myidvels bazris Sesaxeb srulyofili informacia
aqvs (magaliTad, xorblis fasi bazarze).
• calkeul myidvelebs an gamyidvelebs ar SeuZliaT bazarze zegavlenis
moxdena.

23

cxrili 1-2 konkurenciis oTxi tipi

dargSi arsebuli firmebis raodenoba gansazRvravs konkurenciis xarisxs

konkurenciis tipi biznes firmebis an realuri magaliTebi

mimwodeblebis
raodenoba
1. srulyofili bevri simindi, xorbali, miwis
Txili da sxva
sasoflo-sameurneo
produqtebi
2. monopolisturi bevri tansacmeli, fexsacmeli
3. oligopolia cota avtomobilebi
4. monopolia erTi programuli
uzrunvelyofa,
romelsac icavs
patenti; sajaro
dawesebulebebi

srulyofili konkurenciis pirobebSi, yvela gamyidveli erTidaigive fass

awesebs produqtze. ratom? imitom, rom Tu erT-erTi gamyidveli gazrdis fass,
Tundac mcirediT, is saerTod verafers gayidis. myidvelebi ufro dabal fasad
SeiZenen identur produqts am firmis konkurentebisgan. meore mxriv, Tu firma
arsebulze dabal fass daawesebs, is mTlianad gayidis produqcias, magram mainc
izaralebs, radgan myidvelebi ufro metis gadaxdisTvis iyvnen mzad.
srulyofili konkurenciis pirobebSi, gamyidvelebi da myidvelebi arsebul
fass eTanxmdebian. TiToeuli produqtis fasi myidvelebis da gamyidvelebis
urTierTqmedebis Sedegad ganisazRvreba, miwodebisa da moTxovnis Zalebis mier.

miwodebis da moTxovnis arsi raime produqtis miwodeba aris produqtis is

raodenoba, romlis gayidvac mwarmoeblebs konkretuli fasebis pirobebSi surT.
mwarmoeblebi racionaluri adamianebi arian, Sesabamisad, ufro maRali fasebis
pirobebSi isini ufro met produqts SesTavazeben bazars, xolo dabali fasebis
pirobebSi maT mier bazarze miwodebuli produqtis raodenoba mcire iqneba.
produqtis fassa da miwodebis raodenobas Soris am damokidebulebas diagrama 1-
7-ze mocemuli miwodebis mrudi asaxavs.
konkretul produqtze moTxovna aris produqtis is raodenoba, romlis
SeZenac momxmareblebs konkretul fasad surT. myidvelebic, Cveulebriv,
racionalurebi arian da ufro met produqts iyidian dabali fasebis pirobebSi.
maRali fasebi momxmareblebs ufro mcire raodenobis produqtis yidvisken
ubiZgebs. produqtis fassa da produqtze moTxovnis raodenobas Soris am
damokidebulebas diagrama 1-7-ze mocemuli moTxovnis mrudi asaxavs.

wonasworoba anu sabazro fasi bazarze yovelTvis arsebobs erTi fasi,

romlis pirobebSic produqtze moTxovna am produqtis miwodebas uTanabrdeba.
davuSvaT, rom mwarmoeblebs surT, 2 milioni buSeli xorbali miawodon bazars,
erT buSelze 5 dolaris toli fasis pirobebSi, xolo momxmareblebs surT, 2
milioni buSeli xorblis SeZena, buSelze 5 dolaris toli fasis pirobebSi. sxva
sityvebiT rom vTqvaT, miwodeba da moTxovna dabalansebulia, anu rodesac
xorblis fasi 5 dolaria bazarze wonasworobaa. ekonomistebi am fass sabazro
fass uwodeben. produqtis sabazro fasi aris is fasi, romlis pirobebSic
moTxovnis raodenoba zustad utoldeba miwodebis raodenobas.
Teoriuladac da realur samyaroSic, sabazro fasebze gavlenas axdens
yvela is faqtori, rac miwodebasa da moTxovnaze zemoqmedebs. magaliTad,
xorbalze moTxovna SeiZleba Seicvalos Tu mkvlevarebi uecrad aRmoaCenen, rom
mis moxmarebas janmrTelobisTvis aqamde ucnobi sargebeli moaqvs. amis Semdeg
momxmareblebi ufro met xorbals moiTxoven igive fasis pirobebSi. aseve, xorblis
miwodeba SeiZleba Seicvalos Tu teqnologia imave miwis nakveTze ufro didi
raodenobiT xorblis warmoebis saSualebas miscems fermerebs. sxva cvlilebebi,
ramac, SesaZloa, gavlena moaxdinos konkurentul fasebze aris myidvelebis
gemovnebis cvlileba, axali produqtebis gamoCena, Semosavlis cvlileba
inflaciis an recesiis gamo an amindis cvlileba.
Tanamedrove samyaroSi srulyofili konkurencia sakmaod iSviaTia. mravali
bazari, dResdReobiT, monopolisturi konkurenciis tips miekuTvneba.

miwodeba produqtis is raodenoba, romlis gayidvac mwarmoeblebs konkretuli

fasebis pirobebSi surT.

moTxovna produqtis is raodenoba, romlis SeZenac momxmareblebs konkretul

fasad surT.

sabazro fasi fasi, romlis pirobebSic moTxovnis raodenoba zustad utoldeba

miwodebis raodenobas.

24

diagrama 1-7 miwodebis mrudi da moTxovnis mrudi

miwodebis da moTxovnis mrudebis gadakveTis wertils wonasworobis fasi anu

sabazro fasi ewodeba. es gadakveTa aCvenebs erTadrT fass, romelzec
mimwodeblebis mier miwodebuli produqtis raodenoba zustad igivea, rac
momxmareblebis mier moTxovnili produqtis raodenoba.
Demand curve – moTxovnis mrudi
Market price – sabazro fasi
Supply curve – miwodebis mrudi
Price per unit – erTeulis fasi
Quantity in millions of bushels - raodenoba (milioni buSeli)

1-6b monopolisturi konkurencia

monopolistur konkurencias maSin aqvs adgili, roca bazarze mravali myidveli

da gamyidvelebis sakmaod didi raodenobaa. monopolisturi konkurenciis bazrebi
moicavs tansacmlis, fexsacmlis, sapnis, avejis da mravali sxva samomxmareblo
produqtis bazars. am tipis bazrebze arsebuli produqti erTmaneTs Zalian gavs
da TiToeuli maTgani erTidaimave moTxovnilebis dasakmayofilebladaa Seqmnili.
amis miuxedavad, TiToeuli gamyidveli cdilobs misi produqti sxvebisgan
gamoarCios, risTvisac produqts sZens unikalur maxasiaTeblebs, xazs usvams
brendis saxels, iyenebs gansxvavebul SefuTvas, myidvels sTavazobs ufaso
miwodebas an samudamo garantias.
produqtis diferenciacia aris konkurentebTan SedarebiT sakuTari
produqtisTvis gansxvavebuli maxasiaTeblis damateba da misi warmoCena. am gzas
uamravi biznesi mimarTavs, sapnis da avejis mwarmoeblebidan dawyebuli
fexsacmlis da tansacmlis mkeravebiT damTavrebuli. avejis mwarmoebeli iseTi
kompania, rogoricaa Bush Industries-i mwvave konkurenciaSia Cabmuli konkurentebTan,
romlebic misi wilis aTvisebas cdiloben naxevrad asawyobad gamzadebuli avejis
bazarze. konkurentebis mier warmoebuli produqtebisgan sakuTari produqciis
gamorCeviT Bush Industries-i garkveul zemoqmedebas axdens Tavisi produqtis sabazro
fasze.
1-6g oligopolia

oligopolia aris bazari (an dargi), sadac mcire raodenobis gamyidvelebi arian.
Cveulebriv, es gamyidvelebi sakmaod msxvili zomis firmebia da didi Zalisxmeva
da investiciebia saWiro am bazarze Sesasvlelad. oligopoliis magaliTebia
avtomobilebis, TviTmfrinavebis, agraruli teqnologiebis bazrebi da sxv.

monopolisturi konkurencia mdgomareoba, roca bazarze mravali myidveli da

gamyidvelebis sakmaod didi raodenobaa, romlebic sakuTar produqts
konkurentebis produqtebisgan gamoarCeven.

produqtis diferenciacia konkurentebTan SedarebiT sakuTari produqtisTvis

gansxvavebuli maxasiaTeblis damateba da misi warmoCena.

oligopolia bazari (an dargi), sadac mcire raodenobis gamyidvelebi arian.

25

urbanbuzz/Shutterstock.com
kiTxva: ramdenad mniSvnelovania mravalferovneba burRuleulis mwrmoebeli
firmebisTvis?
pasuxi: Zalian mniSvnelovania! iseTi korporaciisTvis, rogoric Kellogg’s-ia,
momxmareblis moTxovnilebis dakmayofileba maTTvis mravali tipis burRuleulis
miwodebas niSnavs. realurad, kompania bazars burRuleulis 25-ze met saxeobas
sTavazobs, romelTagan TiToeuli msoflio masStabiT milionobiT momxmareblis
gemovnebis dasakmayofilebladaa Seqmnili da ganviTarebuli.

radaganac oligopoliis pirobebSi bazarze mcire raodenobis gamyidvelebi

arian, TiToeuli maTganis qcevas konkurentis produqtis gayidvebsa da fasze
mniSvnelovani gavlenis moxdena SeuZlia. magaliTad, rodesac Dodge-ma da General
Motors-ma 2016 wlis bolos momxmareblebisTvis axali satvirTo avtomobilebis
SesaZenad fuladi stimulebis SeTavazeba daiwyes, Ford-ma, Nissan-ma da Toyota-m aseve,
msgavsi stimulebis SeTavazeba daiwyes imave mizezebis gamo - moezidaT axali
avtomobilebis myidvelebi da SeenarCunebinaT bazris wili. imis gamo, rom safaso
konkurencia naklebia, produqtis diferenciacia mTavari konkurentuli iaraRi
xdeba. es naTlad Cans msxvili avtomwarmoeblebis reklamebSi.

1-6d monopolia

monopolia aris bazari (an dargi), sadac mxolod erTi gamyidvelia da arsebobs
barierebi, romlebic sxva firmebs am bazarze SesvlaSi uSlis xels. monopoliis
pirobebSi ar arsebobs produqtis an momsaxurebis axlo Semcvleli. radganac
produqtis mimwodebeli mxolod erTi firmaa, igi srulad akontrolebs fass.
amasTan, monopolists ar SeuZlia daawesos astronomiuli fasi mxolod imitom,
rom bazarze erTaderTia. am SemTxvevaSi igi momxmareblis gareSe darCeba, rogorc
wesi, monopolisti firma mis produqtze arsebul moTxovnas iTvaliswinebs da
fass maqsimalurad momgebian doneze awesebs.
monopoliis klasikuri magaliTebia sajaro samsaxurebi, bunebrivi airis,
wylis da eleqtroenergiis mimwodebeli kompaniebi. es firmebi xSirad bunebriv
monopoliebs warmoadgenen. bunebrivi monopoliis pirobebSi, erTi mxriv, Zalian
didi odenobiT investiciaa saWiro bazarze Sesasvlelad da meore mxriv, adgili
eqneba saqmianobis usargeblo dublirebas. bunebrivi monopoliebis arseboba
daSvebulia, radganac sazogadoebis interesi yvelaze ukeT maTi arsebobiT
kmayofildeba, magram maTi saqmianoba saxelmwifo organoebis mkacri kontrolis
qveSaa. miuxedavad imisa, rom sajaro dawesebulebebi bunebriv monopoliebad
iwodeba, ganviTarebul qveynebSi maT sferoebSic izrdeba konkurencia. magaliTad,
Sinameurenobebsa da biznesebs saSualeba eZlevaT Tavad aarCion eleqtroenergiis
mimwodebeli kompania.
kanonieri monopolia, romelsac zogjer, SezRudul monopoliasac uwodeben,
maSin iqmneba, rodesac saxelmwifo organo gascems frenCaizs, licenzias, saavtoro
uflebas, patents an savaWro markas. magaliTad, saavtoro ufleba drois
garkveuli periodis ganmavlobaSi arsebobs da werilobiTi masalis avtorebs
icavs maTi konkurentebis mier naweris unebarTvo gamoyenebisgan. radganac Microsoft-
i flobs saavtoro uflebas Windows-is programul uzrunvelyofaze, mas kanonieri
monopolistis pozicia gaaCnia. bunebrivi da kanonieri monopoliebis garda,
antimonopoliuri kanonebi krZalavs rogorc monopoliebs, aseve, monopoliebis
Seqmnis mcdelobebs imisaTvis, rom uzrunvelyos konkurentuli bazrebis arseboba
da momxmareblis mier misTvis sasurveli produqtis SeZenis Tavisufleba.

monopolia bazari (an dargi), sadac mxolod erTi gamyidvelia da arsebobs

barierebi, romlebic sxva firmebs am bazarze SesvlaSi uSlis xels.

kiTxvebi TviTSemowmebisTvis √
 konkurencia biznesisTvis kargia Tu cudi? momxmareblebisTvis?
 SeadareT konkurenciis oTxi forma.
 ra damokidebulebaa miwodebasa da moTxovnas Soris?
 ganmarteT rogor yalibdeba wonasworuli anu sabazro fasi.

26

1-7 American Business Today

1-7 amerikuli biznesi dRes

swavlis mizani

1-7 imsjeloT im faqtorebis Sesaxeb, rac gavlenas axdens biznes garemoze da

momavlis gamowvevebze
miuxedavad imisa, rom aSS-s ekonomikuri sistema srulyofilebisgan Sorsaa, misi
wyalobiT, aSS-s mosaxleobis cxovrebis done msoflioSi erT-erTi yvelaze
maRalia. cxovrebis done individis da saazogadoebis keTildReobis subieqturi
sazomia, gansakuTrebiT produqtebiTa da momsaxurebiT kmayofilebis nawilSi.
aseve, aSS-s ekonomikuri sistema mravali sazogadoebrivi problemis gadaWris
saSualebas iZleva da qmnis SesaZleblobebs im adamianebisTvis, visac muSaoba da
swavla surs.
imisaTvis, rom Tanamerove biznes garemo gavigoT saWiroa, biznesis
ganviTarebis istorias gavecnoT.

1-7a biznesis adreuli ganviTareba

amerikuli biznesi qveyanaSi dasaxlebuli migrantebis pirveli Taobebis mier

motanil codnas, unarebsa da faseulobebs efuZneba. amerikis axalmosaxleebis
mTavari sazrunavi sursaTis, tanisamosis da TavSesafris moZeba iyo. ojaxebis
umetesoba fermebSi cxovrobda da mTeli ojaxi TviTgadarCenisTvis muSaobda.
produqts, romelsac ar moixmardnen erTmaneTs Soris an inglisis savaWro
gemebTan gacvlisTvis, barterisTvis iyenebdnen. am vaWrobis gazrdis kvalobaze
TandaTan gaCnda mcire biznesi. zogierTi axalmosaxle axerxebda Tavisi unarebis
gamoyenebas Tavisufal dros Sida sawarmoo aqtivobaSi CabmisTvis. Sida warmoebaSi
igulisxmeboda warmoebis meTodi, romlis drosac mewarme nedleuls anawilebda
sxvadasxva ojaxebSi (mezoblebSi), romlebic am nedleuls amuSavebdnen da mza
produqts iRebdnen. am mza produqts ki Semdgom, mewarme yidda.
1793 wels Segirdma meqanikosma samuel sleiterma (Samuel Slater) teqstilis
fabrika gaxsna pavtuketSi, rod ailendSi, sadac bambisgan Zafs arTavda. sleiteris
SemoqmedebiTobam saTave daudo amerikaSi qarxnuli sawarmoo sistemis gamoyenebas,
sadac produqtis Sesaqmnelad saWiro yvela masala, danadgari da muSa erT
adgilasaa Tavmoyrili. aSS-Si industriuli revolucia daibada.
sawarmoo teqnika, romelsac specializacia ewoda mwarmoeblurobis gasazrdelad
gamoiyeneboda. specializacia sawarmoo sistemis Semadgenel amocanebad dayofa da
am amocanebis sxvadasxva adamianebze ganawilebaa.
1820-dan 1900 wlamde periodi maqana-danadgarebis gamogonebis da inovaciebis
oqros xana gaxldaT. imavdroulad, transportirebis axali saSualebebis
wyalobiT, gafarTovda bazrebi amerikuli produqciisTvis. calsaxad, aSS-s
Tanamedrove biznes sistemis bevri ZiriTadi maxasiaTebeli am periodidan iRebs
saTaves.

1-7b biznesis ganviTareba 1900-ian wlebSi

samrewvelo zrda da dovlaTis Seqmna me-20 saukuneSic gagrZelda. henri fordis
(Henry Ford) moZravma avtomaturma amwyobma xazma srulyo specializaciis cneba da
samomxmareblo produqtebis masobrivi warmoeba gaxada SesaZlebeli. fundamenturi
cvlilebebi moxda biznesis flobasa da menejmentSic. msxvili biznesebi aRar iyo
erTi adamianis mflobelobaSi. amis sanacvlod, gaCndnen aTasobiT steiqholderebi,
romlebic mzad iyvnen biznesSi investirebisTvis, biznesis marTvaSi monawileobis
miRebis gareSe.
me-20 saukuneSi aSS-Si momxdari mniSvnelovani movlenebis gasagebad, saWiroa
gavixsenoT Tu rogor SevadareT ekonomika eqstremalur atraqcions am Tavis
dasawyisSi - ekonomikuri zrdis periodebs ekonomikuri vardnis periodebi moyveba.
1920 wlidan 2000 wlamde aSS-s ekonomikis ganviTarebaze Semdegi ZiriTadi
movlenebi axdenda gavlenas:
• aqciebis bazris Cavardna da didi depresia.
• ekonomikis stimulirebis, umuSevrobis Semcirebis da didi depresiis dros
warmoqmnili problemebis aRmosafxvrelad federaluri mTavrobis Careva biznesSi.

cxovrebis done individis da saazogadoebis keTildReobis subieqturi sazomia,

gansakuTrebiT produqtebiTa da momsaxurebiT kmayofilebis nawilSi.

Sida warmoeba warmoebis meTodi, romlis drosac mewarme nedleuls anawilebda

sxvadasxva ojaxebSi (mezoblebSi), romlebic am nedleuls amuSavebdnen da mza
produqts iRebdnen. am mza produqts ki Semdgom, mewarme yidda.

qarxnuli sawarmoo sistema sawarmoo sistema, sadac produqtis Sesaqmnelad

saWiro yvela masala, danadgari da muSa erT adgilasaa Tavmoyrili.

specializacia sawarmoo sistemis Semadgenel amocanebad dayofa da am amocanebis

sxvadasxva adamianebze ganawilebaa.

27

• meore msoflio omi, koreis da vietnamis omebi.

• swrafi ekonomikuri zrda da cxovrebis maRali done 1950-ian da 1960-ian
wlebSi.
• socialuri pasuxismgeblobis wina planze wamoweva 1960-ian wlebSi.
• nedli navTobis deficiti da maRali fasebi produqtebis umetesobaze 1970-
iani wlebis Sua periodSi.
• maRali inflacia, maRali saprocento ganakveTebi da biznesis Semcirebuli
mogeba 1970-iani wlebis bolosa da 1980-iani wlebis dasawyisSi.
• mdgradi ekonomikuri zrda 1990-ian wlebSi.
samwuxarod, 1990-iani wlebis bolos, biznesebis warumateblobis SemTxvevebis zrda
da aqciebis Rirebulebis Semcireba didi ekonomikuri problemebis pirveli niSnebi
axldaT.

Keith Bell/ Dreamstime.com

gadaadgilebis moduri saSualeba. 1926 wlis Ford Model T-is msgavsi avtomobilebi
aranormalurad moTxovnadi iyo „boboqari ocianebis“ periodSi. momxmareblis
moTxovnis dasakmayofileblad, sawarmoo danaxarjebis Sesamcireblad da
avtomobilis fasis Sesamcireblad henri fordma Tavis warmoebaSi amwyobi xazi
gamoiyena. misma gamogonebam srulyo specializaciis cneba, romelic sawarmoo
procesis Semadgenel amocanebad dayofas da am amocanebis sxvadasxva individebze
ganawilebas gulisxmobs.

1-7g axali qveyana: 2000-iani wlebis Semdgom

ekonomikis bevri eqspertis azriT, 21-e saukunis pirveli naxevaro erTdroulad
moicavs saukeTeso da yvelaze uares periodebs. dadebiTi nawili teqnologiis
gaiafebas exeba. amJamad, rogorc individebs, aseve biznesebs Rilakze erTi
dawkapunebiT SeuZliaT saWiro informaciaze wvdomis miReba. aseve, maT produqciis
SeZena internetiTac SeuZliaT.
informaciuli teqnologiebis garda, momsaxurebis seqtoris zrdam aseve
Secvala amerikuli firmebis biznesisadmi midgomebi. radaganac momsaxurebis
seqtori qveynis samuSao Zalis daaxloebiT 86 procents asaqmebs, aSS-s ekonomika
momsaxurebis ekonomikad SegviZlia movixsenioT.13 momsaxurebis ekonomika aris
ekonomika, sadac ufro meti resursebi da Zalisxmeva momsaxurebis miwodebaze da
ara produqtis warmoebaze ixarjeba. momsaxurebis sferos biznesis tipuri
magaliTebia restornebi, qimwmenda, uZravi qoneba, kinoTeatri, nivTebis SekeTeba
da sxv. momsaxurebis Sesaxeb ufro meti informacia mocemulia merve TavSi:
xarisxiani produqtebis da momsaxurebis warmoeba.
uaryofiT mxareSi, ZiriTadad, ekonomikuri da politikuri arastabilurobis
da sazogadoebis mRelvarebis Sesaxeb teeviziiT, internetiT, radioTi da
gazeTebiT TiTqmis yoveldRiurad gavrcelebuli informaciebi igulisxmeba.
radganac bevri ekonomikuri maCveneblis Tanaxmad, mimdinare an momaval ekonomikur
problemebs qveynis ekonomikaze gavlenis moxdena SeuZlia, garkveuli pesimizmi
kvlav arsebobs rogorc calkeuli qveynebis, aseve globaluri ekonomikis
mdgomareobasTan dakavSirebiT. amas garda, iseTi sakiTxebi, rogorebicaa
socialuri mRelvareba an politikuri gaurkvevloba saxelmwifo da regionul
doneze, globaluri terorizmi da omebi msoflio masStabiT ekonomistebis
SeSfoTebis mizezs iZlevian.

1-7d Tanamedrove biznesgaremo

sanam kiTxvas ganagrZobT ecadeT, Semdeg SekiTxvas upasuxoT:

biznesis Tanamerove konkurentul samyaroSi qvemoT CamoTvlilTagan romeli
garemo axdens gavlenas biznesze?

a. konkurentuli garemo
b. globaluri garemo
g. teqnologiuri garemo
d. ekonomikuri garemo
e. yvela zemoT CamoTvlili

momsaxurebis ekonomika ekonomika, sadac ufro meti resursebi da Zalisxmeva

momsaxurebis miwodebaze da ara produqtis warmoebaze ixarjeba.

28

swori pasuxia e: savaraudo pasuxebSi mocemuli yvela saxis garemo axdens biznesze
gavlenas.

konkurentuli garemo rogorc zemoT ganvixileT, konkurencia kapitalizmis

ZiriTadi komponentia. yoveldRiurad, biznesis mflobelebma unda gaiazron ra
xdis maT bizness warmatebuls da maT mier miwodebuli produqti da momsaxureba
rogor gansxvavdeba konkurentebis produqciisgan. xSirad, pasuxi zemoT moyvanil
biznesis sabaziso ganmartebaSia. gadavavloT mas Tvali xelaxla:

biznesi aris individebis organizebuli Zalisxmeva mogebis miRebis mizniT, im

produqtisa da momsaxurebis sawarmoeblad da gasayidad, romlebic sazogadoebis
moTxovnilebebs akmayofilebs.

biznesis ganmartebaSi kargad daakvirdiT frazas „sazogadoebis

moTxovnilebebs akmayofilebs“. es sami sityva bevrs saubrobs konkurentebTan
brZolaSi firmis mier warmatebis miRwevaze. momxmareblis moTxovnebs Tu
akmayofilebT, warmatebis ukeTesi Sansi gaqvT.

globaluri garemo globaluri garemo konkurentul garemoze axdens

gavlenas. magaliTad, amerikul biznesebs konkurenciis gaweva aramarto amerikul,
aramed msoflio masStabiT, sxvadasxva qveynis kompaniebTan uwevT. firmebi CineTSi,
iaponiaSi, indoeTSi, germaniaSi, vietnamsa da sxva qveynebSi aseve konkurenciaSi
arian amerikul firmebTan. iyo dro, rodesac warwera etiketze „damzadebulia
aSS-Si“ amerikul kompaniebs upiratesobas aZlevda rogorc adgilobriv, aseve
ucxour bazarze. dResdReobiT, biznesebi sxva qveynebSi awarmoeben da yidian
produqtebs. Sesabamisad, globaluri bazari arasdros yofila aseTi
konkurentuli.
radganac bevri ucxouri firma produqts da mosmaxurebas aSS-Si yidis,
amerikuli firmebi, Tavis mxriv, gayidvebisa da mogebis gazrdas produqtisa da
momsaxurebis ucxoeli momxmareblebisTvis SeTavazebiT cdiloben. realurad,
ganviTarebad qveynebSi bevri „potenciuri“ momxmarebeli arsebobs, romlebic
amerikuli firmebis mier warmoebul produqtsa da momsaxurebas iyidian.
magaliTad, Procter & Gamble-i sarecx saSualebebs, sapons, janmrTelobaze
zrunvisTvis saWiro da sabavSvo produqtebs aziaSi, evropaSi, indoeTSi axlo
aRmosavleTSi, afrikaSi, laTinur amerikasa da CrdiloeT amerikaSi yidis. amsTan,
is erTaderTi araa vinc msoflio masStabiT eZebs Tavisi produqtis gasaRebis
bazrebs. Unilever-i, DuPont-i, Johnson & Johnson-i, General Motors-i da bevri sxva amerikuli
kompania produqts da momsaxurebas msoflio masStabiT yidis.

teqnologiuri garemo amerikuli biznesisTvis teqnologiuri garemo

arasdros yofila iseTi didi gamowveva, rogoric dResaa. sawarmoo
mowyobilobebis, produqtis distribuciis gzebis da momxmareblebTan
komunikaciis formebis cvlileba imis magaliTebia Tu rogor cvlis teqnologia
biznes procesebs. uamravi biznesi socialur qselebs momxmareblisTvis produqtis
da momsaxurebis Sesaxeb informaciis misawodeblad iyenebs. socialur medias
ganvmartavT, rogorc onlain urTierTobas, romelic adamianebs da biznesebs
komunikaciis da ideebis, piradi da produqtebisa da momsaxurebis Sesaxeb
informaciis gacvlis saSualebas aZlevs. socialuri mediis swrafi ganviTarebisa
da teqnologiisa da informaciis gazrdili mniSvnelobis gamo, bizness damatebiTi
danaxarjebis gaweva esaWiroeba, raTa fexi auwyos teqnologiur cvlilebebs.
teqnologiebis SeZenaze gaweuli danaxarjebis garda, firma iZulebulia
damatebiTi Tanxebi gamoyos am teqnologiebis gamosayeneblad TanamSromlebis
momzadebaze.

Dean Drobot/Shutterstock.com

albaT, gsmeniaT gamonaTqvami: „kompiuterebTan erTad ver icxovrebT, magram verc

kompiuterebis gareSe SeZlebT cxovrebas“. Cven, yvelani viyenebT teqnologiebs,
mouTmenlad veliT axali teqnologiebis Seqmnas da mzad varT Tanxebi gaviRoT
uaxlesi kompiuterebis, telefonebis an video TamaSebis SesaZenad. biznesma
teqnologia SeiZleba informaciis Senaxvis, mwarmoeblurobis gazrdis, axali
produqtebis dizainis Seqmnisa da warmoebis da sxva mravali praqtikuli
daniSnulebiT gamoiyenos.

socialuri media urTierToba, romelic adamianebs da biznesebs komunikaciis da

ideebis, piradi da produqtebisa da momsaxurebis Sesaxeb informaciis gacvlis
saSualebas aZlevs.

29

ჩანართი

socialuri mediiT sargebloba

Tvali miadevneT teqnologiur trendebs TechCrunch-is socialuri mediis
statusebis saSualebiT

Tu gsurT icodeT, saiT miemarTeba teqnologia SeamowmeT TechCrunch-is socialuri

mediis profilebi. aq ixilavT cifrul da mobilur inovaciebs, axali
teqnologiuri produqtebis mimoxilvas da moxsenebebs imis Sesaxeb Tu rogor
cvlis teqnologia biznesis samyaros. TechCrunch-s gverds Facebook-ze 2.5 milioni
mowoneba aqvs (https://www.facebook.com/techcrunch) da naxevari milioni adamiania misi
Instagram gverdis gamomweri (https://www.instagram.com/techcrunch). milionobiT adamians
aqvs TechCrunch-i gamowerili Twitter-sa (https://twitter.com/techcrunch) da Google Plus-ze
(https://plus.google.com/1TechCrunch).
Tu gsurT, moqmedebaSi naxoT teqnologia, estumreT TechCrunch-is arxs
YouTube-ze (https://www.youtube.com/user/techcrunch). aq ixilavT axali produqtebis video
demonstraciebs, teqnologiuri kompaniebis liderebis saubrebs da biznesSi
teqnologiebis rolis Sesaxeb interviuebs.

ekonomikuri garemo biznes gadawyvetilebebis miRebisas yovelTvis unda

gaviTvaliswinoT ekonomikuri garemo. es gansakuTrebiT mniSvnelovania maSin,
rodesac qveynis ekonomika vardnas ganicdis an calkeuli firmebis gayidvebis
moculoba da mogeba mcirdeba. magaliTad, rodesac ekonomika recesiaSia, rogorc
mcire, aseve msxvili biznesebi danaxarjebs amcireben da axali TanamSromlebis
miRebisganac Tavs ikaveben. meore mxriv, rodesac ekonomika aRdgenis fazaSia da
gayidvebis moculoba da mogeba izrdeba biznesi zrdis danaxarjebs, qmnis axal
produqtebsa da momsaxurebas da qiraobs axal TanamSromlebs.
ekonomikuri cvlilebebis garda, Tanamedrove, socialuri pasuxismgeblobis
mqone menejerebi da biznesis mflobelebi mdgradobis sakiTxebiTac interesdebian.
aSS-s garemos dacvis saagentos Tanaxmad, mdgradoba aris bunebrivi resursebis
dazianebis da gamofitvis gareSe da maTi arsebuli da momavali TaobebisTvis
SenarCunebis pirobebSi, cxovrebis donis gaumjobesebis unari.14 dResdReobiT,
tradiciuli mniSvnelobis garda, sityva „mwvane“ biznesis keTebis axlebur gzasac
aRniSnavs. amrigad, ekonomikuri faqtorebi, mosaxleobis da energoresursebis
gamoyenebis zrda da garemosdacviTi sakiTxebis mimarT gazrdili interesi
erToblivad ganapirobebs adamianebis cxovrebis wesisa da biznesis keTebisadmi
midgomebis cvlilebas.
am ganyofilebis dasawyisSi, Cven mier dasmuli kiTxva rom gavixsenoT
calsaxad vupasuxebT, rom biznesze gavlenas axdens garemos yvela tipi -
konkurentuli, globaluri, teqnologiuri da ekonomikuri. aqedan gamomdinare,
aucilebelia, gaumjobesebis SesaZleblobebisa da arsebuli gamowvevebis
gaTvaliswineba.
1-7e samomavlo gamowvevebi

es gaxldaT amerikuli biznesis sistemis mokle mimoxilva.

rodesac is kargad muSaobs, iseT cxovrebis dones uzrunvelyofs, romlis
msgavsic ramdenime qveyanas Tu gaaCnia. aseve, qmnis uamrav SesaZleblobas im
adamianebisTvis, visac muSaoba da swavla surs. amis miuxedavd, iseve, rogorc
adamianebis mier Seqmnili yvela sistema, is arasrulyofilia. amerikuli biznes
sistemis Sedegia ekonomikuri keTildReoba, magram misive Sedegia 1930-iani wlebis
didi depresia, 1970-iani da 1980-iani wlebis ekonomikuri problemebi da 2008 wlis
ekonomikuri krizisi.
cxadia, sistemis gaumjobeseba SesaZlebelia. uamravi adamiani arsebobs, visac
amerikis ekonomikis saWiroebebis Sesaxeb sakuTari gansxvavebuli azris gamoTqma
SeuZlia.

mdgradoba bunebrivi resursebis dazianebis da gamofitvis gareSe da maTi

arsebuli da momavali TaobebisTvis SenarCunebis pirobebSi, cxovrebis donis
gaumjobesebis unari.

30

Tumca, xSirad ekonomikur sakiTxebze msjeloba Zalian zogadia da iseTi

kiTxvebiT Semoifargleba, rogorebicaa: vinaa marTali da vin mtyuani? mraval
ekonomikur sakiTxze eqspertebic ki ver Tanxmdebian.
is, razec eqspertebi Tanxmdebian Semdegia: aSS-s ekonomikis sistemis winaSe Semdegi
aTwleulebis ganmavlobaSi ramdenime ZiriTadi gamowveva dadgeba:
• rogor unda Seiqmnas ufro stabiluri ekonomika da axali, kvalificiuri
samuSaoebi umuSevarTaTvis?
• rogor unda Semcirdes dabalSemosavliani momuSaveebis raodenoba da
gaizardos saSualo da maRalSemosavliani momuSaveebis raodenoba.
• rogor unda Semcirdes saxelmwifo vali da stimuli mieces biznesis zrdas?
• rogor unda aRdges TviTrwmena finansur da sabanko seqtorsa da politikur
sistemaSi?
• rogor unda iqnes gamoyenebuli kvleva da ganviTareba amerikeli
momuSaveebis Sromis mwarmoeblurobis da globalur bazarze amerikuli firmebis
konkurentunarianobis gasazrdelad?
• rogor unda iqnes maqsimalurad aTvisebuli konkurenciisa da mcire biznesis
potenciuri sikeTeebi?
• rogor unda iqnes garemo da bunebrivi resursebi daculi?
• rogor unda iqnes sazogadobrivi protesti, diskriminacia da uTanasworoba
aRmofxvrili?
• rogor unda dakmayofildes dabalSemosavliani ojaxebis, martoxela
mSoblebis, moxucebis da socialurad daucvelebis moTxovnilebebi jandacvasa da
socialur uzrunvelyofaze?
• rogor unda damarcxdes terorizmi da damyardes mSvidoba msoflioSi?

am kiTxvebze pasuxebis gacema urTulesia. amerikeli xalxi msgavsi problemebis

gadawyvetas yovelTvis gamWriaxobiTa da kreatiulobiT axerxebda. 21-e saukuneSi
am problemebis gadaWrasTan erTad dRis wesrigSi globalur doneze konkurenciis
gaweva da momavali TaobebisTvis mdgradi ekonomikuri garemos Seqmnac dadga.
amerikuli biznesis sistema srulyofili araa, magram is sakmaod kargad
muSaobs. masTan dakavSirebul ramdenime problemas meore TavSi ganvixilavT,
rodesac socialuri pasuxismgeblobisa da biznesis eTikis sakiTxebs SeviswavliT.

kiTxvebi TviTSemowmebisTvis √
 Tqveni cxovrebis done ra gavlenas axdens Tqven mier produqtebisa da
momsaxurebis SeZenaze?
 ra gansxvavebaa Sida warmoebis sistemasa da qarxnul sawarmoo sistemas
Soris?
 aarCieT biznesze moqmedi erT-erTi garemo da axseniT, ra gavlenas
axdens is portlendSi, oregonSi mdebare eleqtrosaqonlis mwarmoebelze?
 ra migaCniaT yvelaze mniSvnelovan gamowvevad, romlis winaSec
amerikeli xalxi momdevno wlebSi dadgeba?

Summary

Sejameba

1-1 vimsjeloT imis Sesaxeb Tu ra aris saWiro Tanamedrove biznesis samyaroSi

warmatebis miRwevisTvis.

mwarmoeblurobis da mogebis gazrdis da rogorc adgilobriv, aseve ucxour

firmebTan konkurenciis gawevisTvis menejerebi da TanamSromlebi sul ufro
xSirad sxvamen kiTxvas: rogor moviqceT axla? kiTxva logikuria, Tumca, masze
pasuxis gacema rTulia. pirvelkurseli studentisTvis, romelic biznesis
safuZvlebs swavlobs an damwyebi momuSavisTvis am kiTxvaze pasuxis gacema kidev
ufro rTulia. amasTan, uamravi SesaZlebloba arsebobs im adamianebisTvis,
romlebic Zalisxmevas ar iSureben muSaobis procesSi, ganagrZoben swavlas da
gaaCniaT cvlilebebTan Seguebis unari. biznesis swavla dagexmarebaT gaxdeT
ukeTesi TanamSromeli an menejeri an sakuTari biznesis dawyebas gadagawyvetinebT.
aseve, Tqven ukeTesi momxmarebeli da investori gaxdebiT.

1-2 ganvmartoT biznesi da gamovavlinoT masTan dakavSirebuli potenciuri riskebi

da sikeTeebi.

biznesi aris individebis organizebuli Zalisxmeva mogebis miRebis mizniT, im

produqtisa da momsaxurebis sawarmoeblad da gasayidad, romlebic sazogadoebis
moTxovnilebebs akmayofilebs. oTxi saxis resursis - materialuri, adamianuri,
finansuri da informaciuli - gaerTianebaa saWiro biznesis dasawyebad da
samarTavad. biznesis sami ZiriTadi saxea: momsaxureba, warmoeba da marketinguli
Suamavloba. marketinguli Suamavlebi produqtebs yidian maRaziebSi, onlain an
orive gzas iyeneben. biznesis mogeba aris gayidvebidan miRebul Semosavalsa da
biznesis danaxarjebs Soris sxvaoba. es aris sargebeli, rasac biznesis mflobeli
biznesTan dakavSirebuli riskebis gawevis gamo iRebs. am riskebs Soris upirvelesi
valdebulebebis Seusruleblobis an ganxorcielebuli investiciis dakargvis
riskia. miuxedavad imisa, rom mravali adamianis azriT, mogeba biznesis arsi da
yvelaze mniSvnelovani mizania, warmatebuli biznesis mTavari mizani momxmareblis
moTxovnilebebis dakmayofilebaa. mogebis miRebis garda, bevri korporacia
Zalisxmevas mimarTavs garemos mdgradobis, ekologiuri RonisZiebebis mxardaWeris
da adamianebisTvis ukeTesi cxovrebis Seqmnisken.

1-3 ganvmartoT ekonomika da aRvweroT ekonomikuri sistemis ori tipi: kapitalizmi

da mbrZanebluri ekonomika.

ekonomika aris mecniereba imis Sesaxeb Tu rogor iqmneba da nawildeba dovlaTi.

ekonomikurma sistemam oTx kiTxvas unda gasces pasuxi: romeli produqti da
momsaxureba da ra raodenobiT unda iqnes warmoebuli? rogor unda iqnes es
produqti da momsaxureba warmoebuli? visTvis unda iqnes es produqti da
momsaxureba warmoebuli? vin flobs da vin gankargavs warmoebis ZiriTad
faqtorebs? warmoebis faqtorebia miwa da bunebrivi resursebi, Sroma, kapitali
da mewarmeoba. kapitalizmi, romelsac amerikis ekonomikuri sistema efuZneba, iseTi
ekonomikuri sistemaa, sadac individebi floben da gankargaven produqtis da
momsaxurebis mwarmoebeli biznesebis umetesobas. kapitalizmi adam smitis
ideebidan aRmocenda. smitis lese-fer (laissez-faire) kapitalizmis ekonomikuri
sistema diagrama 1-4-ze mocemul daSvebebs efuZneba.
aSS-s ekonomikuri sistema Sereuli ekonomikaa da rogorc kapitalizmis,
aseve socializmis niSnebi axasiaTebs. wrebrunvis modelSi, romelic amerikis
ekonomikas axasiaTebs (ix. diagrama 1-5), Sinameurneobebi da biznesebi resursebs,
Sromas da kapitals produqtebsa da momsaxurebaSi cvlian da fuls gacvlis
saSualebad iyeneben. aseve, mTavroba biznesebis da Sinameurneobebisgan krefs
gadasaxadebs da yidulobs produqtebsa da momsaxurebas, rac garkveuli
momsaxurebis gasawevad esaWiroeba.
mbrZaneblur ekonomikaSi, individebis nacvlad saxelmwifo flobs warmoebis
faqtorebis umetesobas da Tavadve scems pasuxs sam danarCen ekonomikur kiTxvas.
socialisturi da komunisturi ekonomika mbrZanebluri ekonomikis magaliTebia.

1-4 ganvsazRvroT ekonomikuri Sedegianobis Sefasebis gzebi.

ekonomikuri sistemis Sedegianobis Sefasebis erT-erTi gza mwarmoeblurobis

Sefasebaa, romelic ganisazRvreba rogor erTi momuSavis mier erT saaTSi
saSualod gamoSvebuli produqtis moculoba. aseve, ekonomikis sijansaRis da
qveynis SigniT erTi wlis ganmavlobaSi warmoebuli yvela produqtis da
momsaxurebis sabazro Rirebulebis gasazomad mTliani Sida produqtis
maCvenebeli gamoiyeneba. mSp-s koreqtireba inflaciis mixedviT SesaZlebelia da am
gziT realuri mSp-s gazomva xdeba. sxva ekonomikur maCveneblebs Sorisaa qveynis
savaWro balansi, momxmarebelTa Tavdajerebis indeqsi, samomxmareblo fasebis
indeqsi, korporaciuli mogeba, inflaciis done, erovnuli Semosavali, axali
sacxovreblis mSeneblobebi, premium saprocento ganakveTi, mwarmoebelTa fasebis
indeqsi da umuSevrobis done.

1-5 ganvixiloT tipuri biznes ciklis sxvadasxva fazebi.

qveynis ekonomika stabiluri zrdis nacvlad, xSirad meryeobs. Cveulebriv, am

meryeobebs biznes ciklebi ewodeba. umetesad, biznes cikli oTx fazas moicavs:
piki (ayvavebis periodi), recesia, fxkeri da aRdgena (gafarToeba). zogierT
eqsperts miaCnia, rom monetaruli politikis (federaluri sarezervo sistemis
mier fulis miwodebis da saprocento ganakveTebis donis Sesaxeb miRebuli
gadawyvetilebebi) da fiskaluri politikis (mTavrobis zemoqmedeba danazogebsa
da danaxarjebze) efeqturad gamoyenebiT aRdgenis fazis daCqarebaa SesaZlebeli.
biujetis deficits maSin aqvs adgili, rodesac mTavroba ufro mets xarjavs,
vidre gadasaxadebis akrefiT da sxva wyaroebidan iRebs. am saxelmZRvanelos
gamoqveynebis dros, aSS-s saxelmwifo vali 20 trilion dolarze meti anu erT
sul mosaxleze daaxloebiT 61 aTasi dolari iyo.

1-6 aRvweroT konkurenciis oTxi tipi.

konkurencia biznesebs Soris potenciuri momxmareblebisTvis produqtis miyidvis
procesSi metoqeobaa. kapitalistur ekonomikaSi konkurencia biznesis efeqtian da
efeqtur funqcionirebas uzrunvelyofs. konkurencia niSnavs imas, rom firma
mxolod maSin gadarCeba Tu momxmareblebs kargad moemsaxureba da maTTvis saWiro
produqtebsa da momsaxurebas miawodebs. ekonomistebi konkurenciis oTx xarisxs
ganasxvaveben. yvelaze konkurentulidan dawyebuli da yvelaze naklebad
konkurentuliT damTavrebuli Tu davalagebT, konkurenciis es oTxi saxe Semdegia:
srulyofili konkurencia, monopolisturi konkurencia, oligopolia da
monopolia. miwodebasa da moTxovnaze moqmedi faqtorebi, Cveulebriv, produqtebsa
da momsaxurebaSi momxmareblis mier gadaxdil faszec axdens gavlenas.

1-7 vimsjeloT im faqtorebis Sesaxeb, rac gavlenas axdens biznes garemoze da

momavlis gamowvevebze.

imisaTvis, rom amerikis ekonomikaSi mimdinare movlenebi gavigoT, kidev

erTxel gavixsenoT Tu am Tavis dasawyisSi rogor SevadareT ekonomika
eqstremalur atraqcions - ekonomikuri zrdis periodebi, romelsac ekonomikuri
vardnis periodebi moyveba. sxvadasxva movlenebma da swrafad cvalebadma biznes
garemom didi depresiis, biznesSi mTavrobis Carevis, omebis, swrafi ekonomikuri
zrdis, socialuri pasuxismgeblobisadmi gazrdili interesis, nedli navTobis
deficitis, maRali inflaciis, maRali saprocento ganakveTebis, biznesis mogebis
Semcirebis, teqnologiis gamoyenebis zrdis da socialuri mediis CaTvliT didi
gavlena moaxdina biznessa da ekonomikaze.
dResdReobiT, ise, rogorc arasdros biznesze gavlenas axdens
konkurentuli garemo, globaluri garemo, teqnologiuri garemo da ekonomikuri
garemo. Sedegad, biznesis winaSe gaumjobesebis uamravi SesaZlebloba da
samomavlo gamowveva dgas.

32

Key Terms

sakvanZo terminebi

am Tavis Seswavlis Semdeg, unda SegeZloT Semdegi terminebis ganmarteba da

Sesabamisi magaliTebis moyvana:

Tavisufali mewarmeoba ()
kulturuli (an samuSao adgilis) mravalferovneba ()
biznesi ()
eleqtronuli biznesi ()
mogeba ()
steiqholderebi ()
ekonomika ()
mikroekonomika ()
makroekonomika ()
ekonomikuri sistema ()
warmoebis faqtorebi ()
mewarme ()
kapitalizmi ()
uCinari xeli ()
sabazro ekonomika ()
Sereuli ekonomika ()
samomxmareblo produqtebi ()
mbrZanebluri ekonomika ()
mwarmoebluroba ()
mTliani Sida produqti (mSp) ()
inflacia ()
deflacia ()
umuSevrobis done ()
samomxmareblo fasebis indeqsi ()
mwarmoebelTa fasebis indeqsi ()
biznes cikli ()
recesia ()
depresia ()
monetaruli politika ()
fiskaluri politika ()
biujetis deficiti ()
saxelmwifo vali ()
konkurencia ()
srulyofili konkurencia ()
miwodeba ()
moTxovna ()
sabazro fasi ()
monopolisturi konkurencia ()
produqtis diferenciacia ()
oligopolia ()
monopolia ()
cxovrebis done ()
Sida warmoeba ()
qarxnuli sistema ()
specializacia ()
momsaxurebis ekonomika ()
socialuri media ()
mdgradoba ()

Discussion Questions

sadiskusio sakiTxebi

1. ra faqtorebma gamoiwvia amerikuli biznesis Sereul ekonomikur da ara sxva

saxis sistemad Camoyalibeba?
2. individualur momxmarebels realurad aqvs Tu ara gavlena am TavSi
moyvanil oTx ekonomikur kiTxvaze pasuxis gacemis procesze?
3. aris Tu ara mTliani Sida produqti qveynis ekonomikuri sijansaRis sando
maCvenebeli? ra SeiZleba iyos ukeTesi maCvenebeli?
4. ras fiqrobT Semdeg mtkicebaze: „konkurencia biznesSi xels uwyobs
produqtis xarisxis gazrdas da momxmareblis moTxovnilebebis ukeT
dakmayofilebas“?
5. saxelmwifos monawileoba biznesSi kargia Tu cudi? ra faqtorebi amyarebs
Tqven pozicias?
6. biznesis winaSe mdgari gamowvevebidan erT-erTi aarCieT da aRwereT Tu ra
gziT SeuZlia bizness da sazogadoebas misi aRmofxvra.

Video Case

video qeisi

Warby Parker-i qmnis saTvaleebs xelmisawvdom fasad

mewarme - adamiani, romelic riskavs dros, Zalisxmevas da fuls biznesis

dasawyebad da samarTavad. es ganmarteba kargad miesadageba deiv gilboas (Dave
Gilboa), nil blumentals (Neil Blumenthal), endi hants (Andy Hunt) da jef raiders (Jeff
Raider) - oTx mewarmes, romlebmac axali tipis saTvaleebis mwrmoebeli kompania
Warby Parker-i Seqmnes. mizani martivi iyo: kompaniis mier gayiduli saTvalis fasi
100 dolarze naklebi unda yofiliyo. biznes idea devid gillboas piradi
gamocdilebidan warmoiSva. rodesac is studenti gaxldaT, laSqrobaSi saTvale
dakarga da imdenad Zviri Rirda misTvis saWiro sxva saTvale, rom ramdenime Tve
saTvalis gareSe cxovrobda. zogadad, saTvaleebi mzaddeba mavTulis, plastmasis,
xraxnebis da SuSis gamoyenebiT, Tumca, misi sacalo fasi saTvalis Sesaqmnelad
saWiro masalebze gaweul danaxarjebs bevrad aRemateba da mogebis maRal marJas
aZlevs kompanias. CarCoze dizaineris logos datana kidev ufro zrdis saboloo
produqtis fass. gilboam, megobrebTan gasaubrebis Semdeg aRmoaCina, rom bevri
adamiani iyo saTvaleebis fasiT ukmayofilo. amitomac, oTxi mewarme gaerTianda
da Seqmna biznes gegma axali kompaniisTvis, romelic saTvaleebs xelmisawvdom
fasad awarmoebda.
raSia Warby Parker-is gansakuTrebuloba? rogor axerxeben isini saTvaleebis,
maT Soris mzis saTvaleebis 100 dolarze nakleb fasad gayidvas maSin, rodesac
sxva sacalod movaWreebi da marketinguli Suamavlebi LensCrafters-is, Pearle Vision-is
da Sunglass Hut-is CaTvliT, TavianT produqtebs gacilebiT ufro Zvirad yidian?
pasuxi martivia: isini produqts pirdapir yidian momxmareblebze. pirdapiri
marketingi virtualuri maRaziis gamoyenebiT Warby Parker-is distribuciis
danaxarjebs amcirebs da Sesabamisad, amcirebs produqtze fasnamatsac. kidev erTi
mizezi, rac Warby Parker-is produqtis siiafes ganapirobebs aris organizaciis
dizainerebis mier Seqmnili CarCoebis da logos gamoyeneba moduri logoebis
licenziaSi Tanxis gadaxdis nacvlad. momxmarebeli sargebels iRebs, radgan Warby
Parker-i zogavs Tanxebs da sanacvlod, momxmarebels xarisxian produqts
xelmisawvdom fasad sTavazobs.

33

Warby Parker-is veb-gverdi saTvalis SeZenis process Zalian amartivebs. veb-

gverdze momxmareblebs SeuZliaT SearCion maqsimum xuTi gansxvavebuli formis
saTvale da miiRon isini xuTdRiani sacdeli periodiT ufasod, sanam produqts
SeiZenen. Warby Parker-i miwodebis da dabrunebis xarjebs Tavad anazRaurebs, amitom
momxmarebeli arafers riskavs. fasebi, umetesad, 95 dolaridan iwyeba. sasurveli
CarCos arCevis Semdeg, momxmarebeli gzavnis SekveTas da iRebs axal saTvales
erTidan or kviramde periodSi.
Tavdapirvelad, Warby Parker-i saTvaleebs mxolod veb-gverdis saSualebiT
yidda. 2010 wels sawyisi gayidvebi imdenad aqtiurad warimarTa, rom startapma
pirveli wlis gayidvebis gegma pirvel sam kviraSi Seasrula. 2011 wlis pirvel
eqvs TveSi Warby Parker-s ukve 85 aTasi saTvale hqonda gayiduli. mas Semdeg,
gayidvebi yovelwliurad izrdeba, gansakuTrebiT onlain gayidvebis xarjze.
Tumca, yvelaferi onlain ar xdeba. momxmareblebs yovelTvis SeeZloT misuliyvnen
kompaniis saTavo ofisSi, adgilze enaxaT CarCoebi da moesinjaT SekveTis
ganTavsebamde. es imdenad kargad muSaobda, rom damfuZneblebma msxvil qalaqebSi
mcire Sourumebis mowyoba gadawyvites, raTa ufro met momxmarebels miscemoda
CarCoebis mosinjvis da kompaniis TanamSromlebisgan konsultaciebis miRebis
SesaZlebloba.
 amJamad, Warby Parker-i ambiciuri strategiis ganxorcielebas cdilobs da im
qalaqebSi apirebs maRaziebis gaxsnas, sadac momxmarebelTa maRali koncentracia
SeiniSneba. am etapze, kompania 50 maRaziasa da 22 Sourums flobs aSS-Si. am
maRaziebidan nawilSi optikuri gamokvlevebisTvis saWiro aRWurvilobacaa
ganTavsebuli. zogierT mRaziaSi foto kioskic dgas, sadac momxmareblebs
saxaliso suraTebis gadaReba SeuZliaT sxvadasxva tipis saTvalebiT. isini
socialur qselebSi aqveyneben am suraTebs da rCevebs iReben megobrebisgan, sanam
SeiZenen. es aramarto momxmareblebs exmareba gadawyvetilebis miRebaSi, aramed
Warby Parker-is brends popularobas unarCunebs sazogadoebaSi da firmas
momxmareblebTan mWidro kavSiris SenarCunebaSi exmareba.
ra iqneba Warby Parker-is Semdegi nabiji da riT gaaocebs saTvaleebis
industrias pirdapiri marketingis, sacalo vaWrobis obieqtebis, dabali fasebis,
saxaliso stilis da wliuri 100 milion dolariani gayidvebis Semdeg? kargi
kiTxvaa. kompaniis socialuri pasuxismgebloba sanaqeboa. yoveli gayiduli
saTvalis wil Warby Parker-i erT saTvales socialurad daucvelebis
dasaxmareblad gascems. socialuri pasuxismgeblobisadmi misi erTgulebis
dasturad Warby Parker-i B korporaciad iwodeba, rac mas saocialuri
pasuxismgeblobis gamziarebeli momxmareblebis, investorebisa da momuSaveebis
moZiebaSi exmareba. am saxelmZRvanelos gamocemisas Warby Parker-i kerZo pirebis
mflobelobaSi gaxldaT. Tumca, arsebobda xmebi imis Sesaxeb, rom kompania aqciebs
gamouSvebda. SegiZliaT Tvali miadevnoT Tu rogor ganviTardeba movlenebi am
axalgazrda kompaniis garSemo.15

Questions

kiTxvebi

1. am TavSi, biznesi ganvixileT, rogorc individebis organizebuli Zalisxmeva

mogebis miRebis mizniT, im produqtisa da momsaxurebis sawarmoeblad da
gasayidad, romlebic sazogadoebis moTxovnilebebs akmayofilebs. ra gzebiT
akmayofilebs Warby Parker-i momxmareblebis moTxovnilebebs?
2. Warby Parker-is Tavdapirveli idea onlain gayidvebi iyo distribuciis
xarjebis Semcirebisa da dabali fasebis misaRebad. axla ki kompania 50 maRaziasa
da 22 Sourums flobs aSS-Si. eTanxmebiT Tu ara mis bolodroindel
gadawyvetilebas tradiciuli sacalo vaWrobis obieqtebis gaxsnis Taobaze?
3. warmoidgineT, rom atarebT saTvales da gagitydaT is. SeiZendiT saTvales
Warby Parker-is onlain maRaziaSi Tu miakiTxavdiT tradiciul, saTvaleebis
maRazias? pasuxi daasabuTeT.
unarebis savarjiSo

1. socialuri media.
dResdReobiT, mravali kompania sakuTar veb-gverdTan erTad, aqtiurad iyenebs
Facebook-s, Twitter-s, Instagram-s da sxva socialur qselebs. gaixseneT Tqveni favoriti
sami saavtomobilo kompania da CaatareT swrafi kvleva Google-is an Yahoo!-s saZiebo
sistemebis gamoyenebiT, Semdeg ki upasuxeT Semdeg kiTxvebs:
1. romel socialur qselebs iyeneben es kompaniebi?
2. SeadareT maTi Facebook gverdebi. ramdeni mowoneba aqvs TiToeul maTgans? aqvT
Tu ara am kompaniebs erTze meti gverdi socialur qselSi? ramdenad didia
momxmareblis gamoxmaureba maT Facebook gverdebze?
3. rogor fiqrobT, ra miznis miRweva surs TiToeul kompanias maTi Facebook
gverdebis gamoyenebiT?

2. gunduri unarebi.
bolo wlebSi, damsaqmeblebi momuSaveebisgan efeqtur gundur muSaobs iTxoven,
individualurad muSaobis nacvlad. adamianebs xSirad sjeraT, rom maT gundSi
efeqturad muSaoba SeuZliaT, magram realurad sapirispiro xdeba xolme.

34

saswavlo kursebis farglebSi, studentebis gunduri muSaoba ufro saintereso

da mxiarulia da studentebi sakmaod bevrs swavloben konkretuli sakiTxis
Sesaxeb. gundis Seqmnamde, sasurvelia, TiToeuli studentis Sesaxeb mcire
informacia miviRoT. es gundis wevrebs komfortulad muSaobs gauadvilebs da
ndobas gaaCens maT Soris.

davaleba

1. moiZieT partniori. sasurvelia, iseTi, romelsac ar icnobT.

2. TiToeul partniors oridan sam wuTamde aqvs Semdeg SekiTxvebze pasuxis
gasacemad:
a. ra gqvia da sad muSaob?
b. raime saintereso da araCveulebrivi Tu gagikeTebia cxovrebaSi (samuSaos da
universitetis Sesaxeb ar isaubroT; aqcenti gaakeTeT hobize, mogzaurobaze,
ojaxze, sportze da a.S.)?
g. Tqveni azriT, ratom gadixarT am kurss da ris swavlas moeliT („programiT
savaldebuloa“ da msgavsi pasuxebi ar miiReba).
3. auditorias warudgineT Tqveni partniori. gamoiyeneT erTidan or wuTamde.

3. karieris Zieba

am TavSi, mewarmeoba ganimarta, rogorc saqmianoba, romelic organizebas uwevs

miwis da bunebrivi resursebis, Sromis da kapitalis gamoyenebas. mewarme aris
adamiani, romelic sakuTar dros, Zalisxmevas da fuls riskavs biznesis
dasawyebad da samarTavad. xSirad, adamianebi fiqroben, rom es ganmarteba
mxolod mcire bizness miesadageba. Tumca, momuSaveebi samewarmeo
SexedulebebiT ufro xSirad winaurdebian msxvil kompaniebSic.

davaleba
1. miakiTxeT adgilobiv biblioTekas an isargebleT internetiT da moiZieT
informacia imis Sesaxeb Tu msxvili firmebi, gansakuTrebiT ki korporaciebi,
rogor ajildoveben momuSaveebs, romlebsac samewarmeo unarebi gaaCniaT.
2. moiZieT pasuxebi Semdeg kiTxvebze:
a. ratomaa samewarmeo Sexedulebebi mniSvnelovani msxvil korporaciebSi?
b. riT gansxvavdeba samewarmeo unaris mqone momuSave sxva momuSaveebisgan?
g. rogor ajildoveben am momuSaveebs da Rirs am jildoebisTvis Zalisxmevis
gaweva?
3. dawereT orgverdiani moxseneba, romelic Tqven mignebebs Seajamebs.