MARKETING OF PARTNERSHIP RELATIONSHIPS IN THE DEVELOPMENT OF BUSINESS INTERACTIONS IN UKRAINE: CHALLENGES AND OPPORTUNITIES
Abstract
Сurrent trends in the global economy are leading to an increase in the role of partnership marketing as a key tool for ensuring the sustainability of business processes. The article examines the essence, features, and prospects of applying partnership marketing in the development of business interactions in Ukraine. Its significance for the formation of long-term competitive advantages of enterprises in the context of digitalization, globalization, and the VUCA environment is determined. A critical analysis of the scientific approaches of domestic and foreign scholars is carried out, and scientific gaps are identified. The methodological basis of the study was the methods of system analysis, synthesis, comparison, SWOT analysis, and content analysis. The results showed that the effectiveness of partnership marketing in Ukraine is hampered by a number of barriers, including insufficient trust between business entities, an underdeveloped institutional environment, and limited digital integration. In order to systematize the research results, a SWOT analysis of partnership marketing in Ukraine was conducted. It is also important to note that marketing partnerships in Ukraine are implemented through various cooperation models that deserve attention. The growth in e-commerce indicates that businesses are adapting very well to digital channels. The paper shows how partnership programs are based in Western Europe (on a solid legal and regulatory framework and institutional support), the US (digital tools have become the main drivers of development, allowing companies to deeply personalize their interaction with partners), and Asia (marketing is actively integrated with the platform economy). At the same time, significant opportunities for the implementation of partnership strategies in the fields of e-commerce, agribusiness, IT, and services were identified. The practical value of the article lies in the formulation of recommendations for Ukrainian enterprises on strengthening long-term partnerships focused on innovative development, sustainable competitiveness, and entry into international markets.
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