THE IMPACT OF A PARTNERSHIP NETWORK ON THE EFFECTIVENESS OF SALES ACTIVITIES OF IT OUTSOURCING COMPANIES UNDER CONDITIONS OF ECONOMIC INSTABILITY

Abstract

The research is dedicated to examining the role of partnership networks as a strategic factor in enhancing the efficiency of sales activities within IT outsourcing companies under conditions of economic instability. In achieving the research objectives, the current challenges of the Ukrainian IT sector were analyzed, particularly in light of declining competitiveness due to workforce reduction and disrupted client pipelines. The theoretical foundations of B2B partnership models in the IT domain were examined, and the relevance of partnership-based sales systems was substantiated. The concept of «partnership» was defined in a business-to-business context, and a classification of partnership types was developed based on their structural and functional attributes. Three primary types of partnerships were identified and described: cooperation between companies with similar service profiles (horizontal models); partnerships between companies offering complementary services (e.g., development and digital marketing); and partnerships with intermediary entities such as sales agencies, consultants, or digital matchmaking platforms. For each model, key characteristics and practical applications were described, with a particular emphasis on their relevance for improving sales sustainability, client engagement, and commercial adaptability in uncertain market conditions. Special attention was given to tools like lead exchange, cross-promotion, and white-label cooperation, which enable IT companies to extend their market presence without expanding internal infrastructure. These models can also support strategic scaling efforts without increasing operational complexity. The applied value of this research lies in offering a structured perspective on how partnership-based approaches can strengthen the commercial resilience of IT outsourcing businesses in crisis environments. The findings can serve as practical guidance for sales leaders and business development professionals who aim to implement flexible, partner-driven sales systems that ensure long-term sustainability and market adaptability.