MODELI LONG-TERM ORIENTATION IN RELATIONSHIP BETWEEN PARTNERS IN THE MARKET

Abstract

The article deals with the problem of becoming long-term partnerships between suppliers and buyers, which has become a decisive phenomenon of today. It is determined that independent companies that benefit from close and open cooperation have become a phenomenon, which two decades ago caused difficulties in theorists because of its inability to explain it on the basis of traditional economic theories. Aspects of traditional market behavior based on competitive principles and did not provide long -term cooperation are considered. The main task of the article is to prove that a key factor in successful partnership between the buyer and the supplier is their long-term orientation, which determines the acceptance by the entities of relational behavior. The article considers the role of long-term orientation in the development of partnerships. It is indicated that the current response to the growth of complexity and dynamics of the environment, as well as increased competition, is to form partnerships and network organizations that provide innovation, access to key resources and knowledge, more efficient market maintenance, maintaining flexibility and reducing costs. It is determined that traditional economic theories, in particular transactional cost theory, cannot fully explain the success of close relationships between formally independent companies. The article also discusses the main features of relational behavior, such as flexibility, solidarity and information exchange that are necessary to ensure effective partnership. The main condition for a successful partnership between the buyer and the supplier is their long -term orientation. Only those companies that seek to maintain long-term ties with other market participants can form jointly shared behaviors. The long -term orientation, thus, is the philosophy of the company, which determines its approach to actions and thinking aimed at perceiving and gaining benefits from long-term relationships, which allows to effectively overcome current difficulties and misunderstandings. At the same time, this orientation is the result of economic considerations, not altruistic motives.