Dakabadonebuli Saertashoriso Biznesi - BPA

saerTaSoriso

biznesi

leqciebis kursi

gamomcemloba ùniversali~ Tbilisi 2011

2

naSromi warmoadgens iv. javaxiSvilis saxelobis Tbilisis sa-

xelmwifo universitetis saerTaSoriso biznesis kaTedris mier mom-

zadebul leqciebis kurss.

masSi ganxilulia saerTaSoriso biznesis arsi, formebi, saer-

TaSoriso bazrebi, garemo, saerTaSoriso vaWrobis Teoria da praqti-

ka, ucxouri investiciebi, saerTaSoriso ekonomikuri TanamSromloba,

saerTaSoriso biznesis strategiuli marTva, strategiuli aliansebi,

saerTaSoriso organizaciuli struqturebi, saerTaSoriso marketin-

gi, operaciuli menejmenti, saerTaSoriso finansuri menejmenti da

finansuri aRricxva, saerTaSoriso adamianuri resursebis marTva da

sxva saerTaSoriso biznesis aqtualuri sakiTxebi.

avtorTa koleqtivi: profesori o. gigiaSvili (I, VII Tavebi); aso-

cirebuli profesori r. futkaraZe (II Tavi); asocirebuli profesori

J. Tolordava (III Tavi ); asocirebuli profesori e. lekaSvili (IV,VI

Tavebi); asocirebuli profesori d. sixaruliZe (V, XI Tavebi); asoci-

rebuli profesori S. SaburiSvili (VIII Tavi); asistent-profesori l.

qadagiSvili (IX, X Tavebi); asocirebuli profesori v. kikutaZe (XII Ta-

vi); sruli profesori i. mesxia (XIII, XIV, XV Tavebi); sruli profesori

T. Sengelia (XVI Tavi).

redaqtori ekonomikis mecnierebaTa doqtori, iv. javaxiSvilis

sax. Tsu-s sruli profesori, saerTaSoriso biznesis

kaTedris xelmZRvaneli Teimuraz Sengelia

recenzentebi: ekonomikis doqtori, Tsu-s

asocirebuli profesori daviT narmania

ekonomikis doqtori, Tsu-s

asocirebuli profesori gulnaz erqomaiSvili

ekonomikis doqtori, Tsu-s

asocirebuli profesori gela grigalaSvili

© saerTaSoriso biznesis kaTedra, 2011

gamomcemloba ùniversali~, 2011

Tbilisi, 0179, i. WavWavaZis gamz. 19, : 22 36 09, 8(99) 17 22 30 E–mail: [email protected] ISBN 978-9941-17-264-9

3

Sinaarsi

Tavi I. saerTaSoriso biznesis arsi da

zogadi daxasiaTeba .............................................................. 7

1.1. saerTaSoriso biznesis arsi da Seswavlis

aqtualoba ................................................................................ 7

1.2. saerTaSoriso biznesis Seswavlis mniSveloba ............. 9

1.3. saerTaSoriso biznesis formebi ....................................... 14

1.4. saerTaSoriso biznesi globalizaciis pirobebSi....... 18

Tavi II. saerTaSoriso bazrebi da

biznessaqmianobis ZiriTadi centrebi .................... 25

2.1. CrdiloeT amerikis qveynebis bazrebi............................. 27

2.2. dasavleT evropis qveynebis bazrebi................................ 30

2.3. aRmosavleT da centraluri evropis qveynebis

bazrebi....................................................................................... 32

2.4. aziis qveynebis bazrebi......................................................... 34

2.5. afrikis da axlo aRmosavleTis qveynebis bazrebi ...... 46

2.6. samxreT amerikis qveynebis bazrebi .................................. 49

Tavi III. saerTaSoriso biznesis garemo .................... 55

3.1. saerTaSoriso biznesis garemos arsi da saxeebi .......... 55

3.2. gare faqtorebis struqtura ............................................. 60

3.3. saerTaSoriso biznesis samarTlebrivi garemo............ 63

3.4. saerTaSoriso biznesis politikuri garemo................. 67

3.5. saerTaSoriso biznesis ekonomikuri garemo ................ 70

3.6. saerTaSoriso biznesis teqnologiuri garemo............ 73

3.7. saerTaSoriso biznesis kulturuli eTikuri da

socialuri garemo ................................................................. 76

3.8. saerTaSoriso biznesi da bunebrivi garemo .................. 81

Tavi IV. saerTaSoriso vaWroba: Teoria da

praqtika........................................................................................ 88

4.1. merkantilizmis Teoria da politika .............................. 88

4.2. absoluturi upiratesobis (a.smiTis) Teoria .............. 92

4.3. fardobiTi upiratesobis (d. rikardos) Teoria.......... 95

4.4. warmoebis faqtorebis Tanafardobis hekSer-olinis

Teoria da misi testireba (leontievis paradoqsi)..... 98

4.5. saerTaSoriso vaWrobis alternatiuli Teoriebi...... 101

4.6. linderis moTxovnasTan Tanafardobis hopoteza ...... 103

4

4.7. produqtis saerTaSoriso sasicocxlo cikli............. 105

4.8. maikl porteris saerTaSoriso konkurenciis

Teoria ....................................................................................... 107

4.9. saerTaSoriso savaWro politikis miznebi da

ZiriTadi mimarTulebebi ..................................................... 110

4.10. saerTaSoriso savWro politikis instrumentebi...... 118

Tavi V. ucxouri investiciebi......................................... 129

5.1. kapitalis saerTaSoriso moZraobis formebi............... 129

5.2. transerovnuli kompaniebis roli globalizaciis

pirobebSi da misi ganviTarebis etapebi .......................... 132

5.3. pirdapiri ucxouri investiciebis Teoriebi................ 139

5.4. pirdapiri ucxouri investiciebis ekonomikuri

efeqtianoba.............................................................................. 145

5.5. pirdapiri ucxouri investiciebisa da saerTaSoriso

vaWrobis urTierTkavSiri................................................... 154

Tavi VI. saerTaSoriso ekonomikuri

TanamSromloba da saerTaSoriso biznesi ............. 160

6.1. saerTaSoriso organizaciebis tipologia.................... 160

6.2. garTianebuli erebis organizacia (gaero ..................... 164

6.3. ekonomikuri TanamSromlobisa da ganviTarebis

organizacia ............................................................................. 169

6.4. vaWrobis msoflio organizacia (WTO)/ tarifebisa da

vaWrobis generaluri SeTanxmeba (GATT) ........................ 171

6.5. didi rviani .............................................................................. 179

6.6. navTobis eqsportiori qveynebis organizacia (OPEC) .....180

6.7. integraciuli dajgufebebi evropaSi ............................. 182

6.8. ekonomikuri integraciuli gaerTianebuli

amerikaSi.................................................................................... 191

6.9. ekonomikuri integraciuli gaerTianebebi aziaSi ...... 200

6.10. ekonomikuri integraciuli dajgufebebis

Camoyalibebis perspeqtivebi afrikaSi............................ 205

Tavi VII. saerTaSoriso biznesis strategiuli

marTva ............................................................................................ 213

7.1. saerTaSoriso strategiis amocanebi da

elementebi................................................................................ 213

7.2. saerTaSoriso strategiis SemuSaveba ............................. 221

7.3. saerTaSoriso strategiebis doneebi .............................. 225

7.4. sagareo bazrebze SeRwevis strategiebi ........................ 234

5

Tavi VIII. saerTaSoriso strategiuli

aliansebi...................................................................................... 243

8.1. kompaniebis saerTaSoriso TanamSromloba ................... 243

8.2. erToblivi sawarmoebi.......................................................... 246

8.3. strategiul aliansSi gaerTianebis motivebi .............. 249

8.4. startegiuli aliansis formebi........................................ 253

8.5. starategiuli aliansebis sasicocxlo cikli ............. 256

Tavi IX. saerTaSoriso organizaciuli

struqturebi da kontroli............................................... 263

9.1. organizaciuli struqturebis arsi ................................ 263

9.2. globaluri organizaciuli struqturebi.................... 266

9.3. centralizacia da decentralizacia.............................. 281

9.4. kontrolis funqcia saerTaSoriso biznesSi ................ 284

Tavi X. lideroba da muSakTa qceva

saerTaSoriso kompaniebSi............................................... 296

10.1. individis qceva saerTaSoriso kompaniebSi ................. 296

10.2. motivacia saerTaSoriso kompaniebSi............................ 304

10.3. lideroba saerTaSoriso kompaniebSi ............................ 309

10.4. gadawyvetilebebis miReba saerTaSoriso biznesSi ... 314

10.5. jgufebi da gundebi saerTaSoriso kompaniebSi ......... 317

Tavi XI. saerTaSoriso marketingi ............................... 322

11.1. saerTaSoriso marketingi da biznes-strategiebi..... 322

11.2. standartizacia an adaptacia .......................................... 325

11.3. produqtis strategia......................................................... 330

11.4. faswarmoqmnis politika saerTaSoriso biznesSi...... 335

11.5. stimulireba .......................................................................... 341

11.6. saerTaSoriso distribucia ............................................. 349

Tavi XII. saerTaSoriso operaciaTa

menejmenti................................................................................... 358

12.1. saerTaSoriso operaciaTa menejmentis buneba .......... 358

12.2. saerTaSoriso operaciaTa menejmentis

strategiuli aspeqtebi ..................................................... 360


sirTuleebi............................................................................ 363

6

12.4. miwodebis jaWvis marTva da warmoebis vertikaluri

integracia ............................................................................. 365

12.5. sawarmoo simZlavrebis ganTavsebis adgili ................ 376

12.6. saerTaSoriso logistika da maragebis marTva........... 384

12.7. efeqtianobis marTva saerTaSoriso kompaniebSi ....... 390

12.8. xarisxis marTva saerTaSoriso kompaniebSi................. 393

Tavi XIII. saerTaSoriso biznesis finansuri

garemo............................................................................................. 400

13.1. saerTaSoriso savaluto sistema da misi evolucia ....400

13.2. saerTaSoriso savaluto bazari...................................... 417

13.3. kapitalis saerTaSoriso bazari ..................................... 432

Tavi XIV. saerTaSoriso finansuri menejmenti .... 441

14.1. saerTaSoriso vaWrobis finansuri aspeqtebi............. 441

14.2. savaluto riskebis marTva ................................................ 452

14.3. sabrunavi kapitalis marTva.............................................. 457

14.4. ucxouri kapitaldabandebebis Sefaseba ...................... 460

14.5. kapitalis dafinansebis saerTaSoriso wyaroebi....... 462

Tavi XV. saerTaSoriso finansuri aRricxva da

dabegvra........................................................................................ 465

15.1. saerTaSoriso finansuri aRricxvisa da dabegvris

arsi........................................................................................... 465

15.2. saerTaSoriso dabegvra ..................................................... 480

Tavi XVI. adamianuri resursebisa da SromiTi

urTierTobebis saerTaSoriso marTva..................... 493

16.1. adamianuri resursebis marTvis Taviseburebani........ 493

16.2. adamianuri resursebis gamoyenebis specifika ........... 496

16.3. eqspstriantebis gamoyenebis mizezebi.......................... 497

16.4. saerTaSoriso menejerebis SerCeva................................ 498

16.5. èqspstriantebis marcxis~ mizezebi .............................. 501

16.6. treningebisa da menejmentis ganviTarebis

programebi ............................................................................. 505

16.7. samuSaos Sefaseba................................................................. 510

16.8. Sromis anazRaureba............................................................. 512

16.9. saerTaSoriso SromiTi urTierTobani......................... 517

7

Tavi I

saerTaSoriso biznesis arsi da

zogadi daxasiaTeba

Sesaswavli sakiTxebi:

1. saerTaSoriso biznesis arsi da Seswavlis aqtualoba;

2. saerTaSoriso biznesis Seswavlis mniSvneloba;

3. saerTaSoriso biznesis formebi;

4. saerTaSoriso biznesi globalizaciis pirobebSi.

1.1. saerTaSoriso biznesis arsi da Seswavlis

aqtualoba

saerTaSoriso biznesis arsis srulyofilad gagebi-

saTvis, upirveles yovlisa, aucilebelia srulad gves-

modes termin ,,biznesis~ mniSvneloba, romelic warmoad-

gens riskis pirobebSi mogebis an sxva raime Semosavlis

misaRebad ganxorcielebul saqmianobas. Tu es saqmianoba

xorcieldeba ori an meti qveynis partnioris mier, an saq-

miani operaciebi sruldeba erTi an ramdenime qveynis sa-

xelmwifo sazRvris gadakveTiT, warmoiSoba saerTaSori-

so biznesi. saerTaSoriso biznesis klasikur magaliTs

warmoadgens: sxva qveyanaSi an qveynebSi saqonlis gatana

gasayidad; erT qveyanaSi nedleulis da masalebis Sesyid-

va da meore qveyanaSi (erovnul qveyanaSi) Semotana mosax-

marad an Semdgomi gadamuSavebis mizniT; erTi qveynidan

meoreSi aramaterialuri Rirebulebis (nou-hau , patenti

da a.S.) gatana misi realizaciis mizniT da piriqiT; erTi

qveynidan kapitalis gatana meore qveyanaSi produqciisa

da momsaxurebis sawarmoeblad da maSasadame, Semosavle-

8

bis (mogebis) misaRebad; erTi qveynisgan meoresTvis kre-

ditis gadacema da a.S.

saerTaSoriso biznesis ganmxorcielebeli mxareebi

SeiZleba iyvnen fizikuri da iuridiuli pirebi, saxel-

mwifo da kerZo kompaniebi, calkeuli kompaniebi, kompa-

niaTa jgufebi da sxv. rogorc cnobilia, saerTaSoriso

biznesi gansxvavdeba qveynis SigniT ganxorcielebuli

biznesisgan. zogadi gansxvaveba mdgomareobs imaSi, rom

Siga biznesi daiyvaneba iseTi saqmiani operaciebis Sesru-

lebaze, romlebic ar scildeba erTi qveynis sazRvrebs,

maSin roca, saerTaSoriso saqmiani operaciebi kveTs saz-

Rvrebs. konkretuli TvalsazrisiT ki saerTaSoriso biz-

nesi Siga biznesisgan gansxvavdeba zogierTi sxva niSni-

Tac, romelTa Soris aRsaniSnavia Semdegi:

— sxvadasxva qveynebs, romlebic Cabmulni arian sa-

erTaSoriso biznesSi, gaaCniaT da iyeneben sxvadasxva va-

lutebs, rac sul mcire erTi mxaris mier mainc aucile-

bels xdis am valutebis konvertirebas;

— TiTqmis yovelTvis arsebobs saerTaSoriso biz-

nesSi monawile sxvadasxva qveynebis samarTlebriv siste-

mebs Soris gansxvavebis didi albaToba, rac aiZulebs

erT an ramdenime mxares Seitanos koreqtivebi Tavis moq-

medebebSi, raTa isini moiyvanos qveynis (adgilobriv) ka-

nondeblobasTan SesabamisobaSi. ufro metic, zogierT

SemTxvevaSi sxvadasxva qveynebis sakanonmdeblo normebi

SeiZleba SeuTavsebeli aRmoCndnen, rac metad arTulebs

gadasaWreli problemas;

— sxvadasxva qveynebis erebs Soris yovelTvis arse-

bobs kulturuli gansxvavebani, rac saerTaSoriso biz-

nesSi Cabmul calkeul mxares aiZulebs Tavisi qcevis

strategiebis formireba moaxdinos meore mxaris molo-

dinis Sesabisad;

— saerTaSoriso biznesSi monawile (an msurvel) mxa-

res gaaCnia warmoebis faqtorebis garkveuli Semadgen-

loba da moculoba. magaliTad, erT mxares Tavis gankar-

9

gulebaSi SeiZleba gaaCndes bunebrivi resursebis didi

maragebi, magram ar yavdes kvalificiuri samuSao Zala,

maSin roca meore mxares gaaCnia maRalkvalificuri samu-

Sao Zala da amavdroulad ganicdis bunebrivi resursebis

naklebobas. amrigad, qveynebi gansxvavdebian warmoebis

faqtorebis uzrunvelyofis doniT, rac zrdis urTier-

Tdamokidebulebis dones.

zemoT aRniSnulis miuxedavad, umetes SemTxvevaSi

is sabazo Cvevebi da codna, romlebic aucilebelia ro-

gorc saerTaSoriso biznesis, ise Sida saqminobis opera-

ciebis warmatebulad marTvisaTvis, ar gansxvavdebian

Tavisi ZiriTadi arsiT. kerZod, es Seexeba menejrebs,

romlebic muSaoben marketingis, dagegmvis, kadrebsa da

sxva sferoebSi. magram, amasTan eWvs ar iwvevs is faqtic,

rom saerTaSoriso biznesSi dakavebuli menejerebis mu-

Saobis sirTulis done (saerTaSoriso biznesis menejmen-

tis marTvis sirTulis done) mniSvnelovnad maRalia im

analogiur samuSaosTan SedarebiT, romelic sruldeba

erTi qveynis SigniT. saerTaSoriso biznesSi dakavebuli

specialistebi kargad unda iyvnen gaTviTcnobierebulni

sxvadasxva qveynebs Soris arsebuli kulturis, kanon-

mdeblobis, politikur da socialur gansxvavebaTa sa-

kiTxebSi. aseTi specialistebis valdebulebebSi Sedis im

qveynebis sworad SerCeva, sadac unda gaiyidos kompaniis

produqcia da SeZenil iqnes aucilebeli resursebi. gar-

da amisa, maTve unda moaxdinon kompaniis ucxouri Svilo-

bili firmebis saqmianobis koordinacia.

1.2. saerTaSoriso biznesis

Seswavlis mniSvneloba

saerTaSoriso biznesis Seswavlis mniSvneloba Tana-

medrove etapze SeiZleba ganxiluli iqnes sxvadasxva

10

kuTxiT. kerZod, misi mniSvneloba sayuradReboa produq-

ciisa da momsaxurebis mwarmoeblebisaTvis, kompaniis

marTvaSi dakavebuli muSakebisaTvis (gansakuTrebiT mar-

Tvis umaRlesi da saSualo donis rgolebSi dakavebuli

muSakebisaTvis), kompaniis saqmianobis gaSuqebiT dakave-

buli pirebisaTvis, sxvadsaxva profilis specialistebi-

saTvis da a.S. magram am SemTxvevaSi ZiriTadi yuradReba

gamaxvilebuli iqneba im mniSvnelobaze, romelic saerTa-

Soriso biznesis Seswavlas gaaCnia studentebisaTvis.

amJamad arsebobs mravali mizezi imisa, raTa stu-

dentebma ufro Rrmad Seiswavlon saerTaSoriso biznesi.

erT-erTi mTavari mizezi mdgomareobs imaSi, rom Tana-

medrove etapze msxvili kompaniebi, sadac momavalSi yo-

fili studentebis ZiriTadma nawilma unda imuSaon, an

pirdapiri gziT axorcieleben saqmian operaciebs sxva

qveynebSi, an sxva gzebiT arian CarTulni ekonomikis glo-

balizaciis procesSi. amitom studentma, rogorc moma-

valma specialistma, imisaTvis, rom miaRwios warmatebas

da gaikeTos kargi kariera, agreTve sasargeblo kontaq-

tebi daamyaros sazRvargareTis menejerebTan, kargad

unda erkveodes saerTaSoriso biznesis sakiTxebSi. es sa-

kiTxebi sul ufro did mniSvnelobas iZens msoflios

masStabiT da maTi kargi codnis gareSe SeuZlebelia

msxvilma kompaniam miaRwios seriozul warmatebas biz-

nesSi. magaliTad, yofili studentis da SemdgomSi ukve

menejeris, romelic msxvil kompaniaSi iwyebs moRvaweo-

bas, pirveli davaleba SeiZleba iyos monawileobis miReba

romelime proeqtis realizaciaSi, romlis ganxorciele-

baSic aseve monawileobas iReben sxvadasxva qveynis war-

momadgenlebi (menejerebi). saerTaSoriso biznesis sa-

fuZvlebis codna aucileblad daexmareba am menejers

ufro Rrmad gaerkves am proeqtis formirebis mizezebSi,

biznesSi da mis winaSe dasmul amocanebSi, agreTve gamo-

naxos kolegebTan urTierTqmedebis efeqtiani gzebi.

11

garda aRniSnulisa ,,saerTaSoriso biznesis~ Seswav-

lis aucilebloba SeiZleba gamowveuli iyos imiT, rom

momavalma specialistma, romelic muSaobas iwyebs rome-

lime ucxouri korporaciis kuTvnilebaSi arsebul kom-

paniaSi, saWiroa icodes am qveyanaSi biznesis Tavisebure-

bebi. aseTi magaliTebi bevria msoflioSi. kerZod, ro-

gorc irkveva, 6,4 mln amerikeli muSaobs sazRvargareTis

kompaniebSi, romelTa Svilobili kompaniebi ganlagebu-

lia aSS teritoriaze. meore mxriv, amerikuli korpora-

ciebis sazRvargareT arsebul Svilobil kompaniebSi da-

kavebulia evropis, aziis, afrikis, avstraliis, laTinuri

amerikis 8,1 mln mcxovrebi1. bolo periodSi gamoikveTa situacia, romlis Tanax-

mad mcire kompaniebi sul ufro metad ebmebian saerTaSo-

riso biznesSi. aseT kompanias SeiZleba dasWirdes saz-

RvargareT masalebis SeZena an mowyobilobaTa gamoyeneba,

aseve, Caebas konkurenciaSi sazRvargareTis konkuren-

tebTan Tavisi produqciis qveynis sazRvrebs gareT gata-

nis SemTxvevaSi. saqme isaa, rom warsulSi sagareo bazar-

ze gasvlisaTvis aucilebeli iyo produqciis gamanawi-

lebeli centrebis Seqmna, aseve, savaWro markis aRiarebis

uzrunvelyofa calkeul qveyanaSi da mTeli rigi sxva sa-

muSaoebis ganxorcieleba, rac mniSvnelovan danaxarjeb-

Tan iyo dakavSirebuli. yovelive amis gakeTeba ki SeeZ-

lod ZiriTadad mxolod msxvil kompaniebs. Tanamedrove

pirobebSi ki, rodesac swrafad viTardeba saerTaSoriso

vaWroba komunikaciis eleqtronuli saSualebebis gamo-

yenebiT, metad kargi axali SesaZleblobebi Seeqmna mcire

kompaniebsac sazRvargareTis bazrebze gasasvlelad. am-

Jamad, kargad damuSavebuli Web-gverdi SesaZleblobas

aZlevs nebismier kompanias, misi sididids miuxedavad, Se-

1 Гриффин Р., Пастей М., Международный бизнес, и.е. изд. англ., под ред, А. Г. Медведева, СПБ.: Питер, 2006. стр.47

12

aRwios sazRvargareTis bazrebze da gaafarToos kidec

calkeul qveyanaSi misi fizikuri yofnis gareSe. aseTi

SesaZlebloba arsebiTad amartivebs mcire kompanias

msoflio bazarze gasvlis process. garda amisa, axali in-

formaciuli teqnologiebis, kerZod, internetis gamoye-

neba mcire firmebs saSualebas aZlevs Seamciron dana-

xarjebi da warmatebiT gauwion konkurencia msxvil kom-

paniebs. es dasturdeba sxvadasxva praqtikuli magaliTe-

biT. mcire firmebSi zemoT aRniSnulis warmatebiT gan-

xorcieleba ki aucileblad moiTxovs menejerebis mier

saerTaSoriso biznesis safuZvlebis dauflebas.

saerTaSoriso biznesis Seswavlis aucileblobis ki-

dev erTi mizezi mdgomareobs imaSi, rom ucxour bazreb-

ze gasuli kompaniis menejerebma ar unda dauSvan momaval

konkurentebTan CamorCena. Tanamedrove pirobebSi stu-

dentebi, romlebic swavloben bizness umaRles saswav-

leblebSi (gansakuTrebiT es Seexeba evropis qveynebs),

aucileblad euflebian ucxo enebs, bevrs mogzauroben

sazRvargareT da sxvadasxva qveynebSi muSaobisas iZenen

praqtikul gamocdilebas. bevr universitetSi menejmen-

tis programebiT gaTvaliswinebulia erTi semestriT

ucxo qveyanaSi studentis gasvla. aseve studentebi,

romlebic ganaTlebas Rebuloben aziis qveynebSi, cdi-

loben Rrmad Seiswavlon sxva qveynebis bazrebi da kul-

tura. gansakuTrebiT es Seexeba CrdiloeT amerikis qvey-

nebs da evropas.

aseve, saerTaSoriso biznesis Seswavla aucilebelia

imisaTvis, rom viyoT marTvis teqnologiebis sferoSi

miRweuli warmatebebis saqmis kursSi. magaliTad, iaponi-

aSi damuSavda da praqtikaSi dainerga materialuri mara-

gebis marTvis axali meTodi, romelmac miiRo saxelwode-

ba ,,zustad droulad~ (,,zustad droSi~) (IT, juast-in-time).

am sistemis muSaobisas momwodeblebi valdebulni arian

uzrunvelyon kompania ZiriTadi resursebiT miTiTebul

misamarTze maTze moTxovnis warmoSobis mixedviT. iseTi

13

kompaniebi, rogoricaa Volvo, romelic mdebareobs evro-

paSi da Honda, mdebare iaponiaSi, iyvnen im kompaniaTa

ricxvSi, romlebmac pirvelebma gamoscades Sromis orga-

nizaciis iseTi axali meTodebi, rogoricaa uflebamosi-

lebaTa delegireba, xarisxis wreebi, avtonomiuri da

mravalfunqciuri muSa jgufebi. am meTodebis danergvis

mizani iyo muSakTa Sromis mwarmoeblurobisa da Tavisi

samuSaoTi kmayofilebis donis amaRleba.

zogadi TvalsazrisiT (rac misaRebia msoflios yve-

la qveynisaTvis) saerTaSoriso biznesis Seswavlis auci-

lebloba gamowveulia imiT, rom amaRldes momavali mene-

jerebis kompetenturoba sxvadasxva qveynis kulturis

codnis sferoSi, ris gareSec SeuZlebelia kompaniam, ro-

melSic mocemuli menejeri muSaobs, miaRwios raime seri-

ozul warmatebas saerTaSoriso biznesSi. kompaniis saer-

TaSoriso biznesSi Cabma da misi Semdgomi ganviTareba mo-

iTxovs kompaniis menejerebis mier kontaqtebis damyare-

bas da mis gafarToebas kolegebTan, momxmareblebTan,

mimwodeblebTan, konkurentebTan, romlebic sxvadasxva

qveyanaSi imyofebian da gansxvavebuli kulturuli mem-

kvidreoba gaaCniaT. yvela maTganTan ki normaluri biz-

nes-urTierTobebis damyareba SeuZlebeli iqneba, Tu me-

nejers ar ecodineba maTi kulturuli Taviseburebani.

amrigad, zemoT CamoTvlili saerTaSoriso biznesis

Seswavlis ZiriTadi mizezebi gaTvaliswinebul unda iq-

nes msoflios nebismieri qveynis kompaniis xelmZRvane-

lobis mier. magram, amasTan erTad, saWiroa am mizezebis

gansazRvrisas angariSi gaewios mocemuli qveynis im spe-

cifikur socialur-ekonomikur, politikur, kulturul

Taviseburebebsac, romlebic mas gaaCnia mocemul situa-

ciaSi. magaliTad, saqarTveloSi saerTaSoriso biznesis

Seswavlis aucileblobis mizezebs SeiZleba daematos

zogierTi sxva mizezi, romelic ganpirobebulia im gan-

sxvavebuli faqtorebiT, rac aq moqmedebs. kerZod, gaT-

valiswinebuli unda iqnes is garemoeba, rom saqarTvelos

14

damoukideblad saerTaSoriso bazarze gasvlis saSuale-

ba sul axlaxan, socialisturi sistemis daSlis Semdeg

mieca da pirvelad uxdeba saerTaSoriso biznesTan dakav-

Sirebuli sakiTxebis Seswavla, rac kidev ufro aZlie-

rebs saqarTveloSi studentebis mier am disciplinis Ses-

wavlis aucileblobas.

1.3. saerTaSoriso biznesis formebi

msoflios sxvadasxva qveynis mewarmeTa (saqonlisa

da momsaxurebis mwarmoebelTa) Soris ekonomikuri ur-

TierTobebis Casaxva da ganviTareba, istoriuli Tval-

sazrisiT, eqsport-importis formiT daiwyo. SemdgomSi

ki msoflioSi farTod gavrcelda saerTaSoriso bizne-

sis sxva formebic.

eqsport-importi gulisxmobs qveynebs Soris sa-

qonlisa da momsaxurebis gacvlaTa erTobliobas, rome-

lic ZiriTadad urTierTsargeblianobisa da Sromis sa-

erTaSoriso danawilebis princips efuZneba. msoflioSi

mimdinare mecnierul-teqnologiuri progresi da qveyne-

bis ekonomikaSi momxdari struqturuli cvlilebebi,

rac aRrmavebs warmoebis specializacias, iwvevs saerTa-

Soriso vaWrobis (eqsport-importis) gaaqtiurebas. eq-

sport-importi, romlic ganisazRvreba qveynebs Soris

sasaqonlo da momsaxurebis nakadebis moZraobiT, ufro

maRali tempiT izrdeba, vidre maTi warmoeba. es ki, Tavis

mxriv, xels uwyobs warmoebis ganviTarebas.

sagareo vaWrobaSi saqarTvelo iyenebs ar Ric-

xvis ,,zogad meTods~, rac niSnavs, rom saqonlis eqsport-

importis aRricxvis kriteriums misi qveynis sabaJo saz-

Rvris gadakveTa warmoadgens. eqsporti aRricxulia FOB,

anu esportiori qveynis frankosazRvris fasebSi. impor-

ti aRricxulia CIF, anu importiori qveynis franko-saz-

15

Rvris fasebSi, rac niSnavs, rom saqonlis fasSi CarTulia

importiori qveynis sazRvramde misi transportirebisa

da dazRvevis xarjebi.

yvela saeqsporto-saimporto operacia iyofa or

jgufad. pirvel jgufs miekuTvneba saqonliT (materia-

luri produqtebiT) vaWroba, rogoricaa nedleuli, ma-

salebi, avtomobilebi, tansacmeli, kompiuterebi da sxv.

zogierTi qveynis mTavrobis oficialur dokumentSi vaW-

robis aseTi tipi aRiniSneba terminiT ,,saqonlis eq-

sport-importi~ (magaliTad aSS-Si aRiniSneba ase

_ ,,Merchandise exports and imports~). zogierT qveyanaSi ki

(didi britaneTi) am mizniT iyeneben termins ,,xiluli

vaWroba~ (,,visible trade~) saeqsporto-saimporto operacia-

Ta meore jgufs miekuTvneba momsaxurebiT vaWroba (ara-

materialuri produqtebiT vaWroba), anu momsaxurebis

yvela saxe, romelic miekuTvneba momsaxurebis sferos,

rogoricaa safinanso-sakredito (sabanko) momsaxureba,

satransporto momsaxureba, saauditoro momsaxureba da

mravali sxv. vaWrobis am tips zogierT qveyanaSi ewode-

ba ,,momsaxurebis eqsport-importi~, xolo zogierTSi — ,,araxiluli (uxilavi) vaWroba~.

saerTaSoriso biznesis am formas, kerZod eqsports,

Zalian bevr SemTxvevaSi gadamwyveti mniSvneloba eniWeba

msxvili kompaniebis finansur warmatebaSi, radgan mTeli

rigi kompaniebis produqciisa da momsaxurebis gayidve-

bis ZiriTadi nawili sazRvargareTis damkveTebze (myid-

velebze) modis. magaliTad, kompania boingSi TviTmfri-

navebis komerciuli gayidvebis 53% ucxoel damkveTebze

modis, rac saSualebas iZleva Seiqmnas aTi aTasobiT sa-

muSao adgili TviT kompaniaSi da ufro meti — saTadari-

go nawilebisa da detalebis mimwodebel firmebSi. aseve,

sakmaod xSirad sazRvargareTuli gayidvebi umniSvnelo-

vanes rols TamaSobs mcire kompaniebSic. eqsports aseve

didi mniSvneloba gaaCnia mTeli rigi qveynebis ekonomi-

kur cxovrebaSi — magaliTad, mTlian Sida produqtSi

16

(mSp-Si) eqsportis xvedriTi wili 2008 wels Seadgenda: ni-

derlandebSi 65,1%, kanadaSi 43,3%, indoneziaSi 38,5, ger-

maniaSi 35,0%, safrangeTSi 28,2%, meqsikaSi 27,6%, did

britaneTSi 13,4%, braziliaSi 13,4%, indoeTSi 11,2%, ia-

poniaSi 10,4%, aSS-Si 10,3%. saqarTvelos aRniSnuli maC-

venebeli 2007 wels udrida 12,8%-s2.

ucxouri investiciebi warmoadgens saerTaSoriso

biznesis meore formas, romelsac gaaCnia iseTive didi

mniSvneloba, rogorc eqsport-imports. ucxouri inves-

ticiis ganxorcieleba niSnavs erTi qveynis rezidentis

mier meore qveynis rezidentisTvis kapitalis gadacemas

gamosayeneblad. erT-erTi midgomiT aseTi investiciebi

or jgufad iyofa: pirdapiri ucxouri da portfeluri

investiciebi. pirdapiri ucxouri investiciia aris da-

bandebuli kapitali, romelic gamoiyeneba sxva qveynebSi

sakuTrebis obieqtebis, aqtivebis da mTlianad kompanie-

bis Sesasyidad da realuri kontrolis gansaxorcieleb-

lad. portfeluri investiciia gamoiyeneba ucxouri fi-

nansuri aqtivebis (aqciebi, obligaciebi, depozituri

sertifikatebi) SesaZenad, romlis mizans ar warmoadgens

kontrolis ganxorcieleba.

saerTaSoriso saqmiani operaciebis (saerTaSoriso

biznesis) sxva formebidan aRsaniSnavia licenzireba,

frenSaizingi da mmarTvelobiTi kontraqtebi. licenzi-

reba saerTaSoriso biznesSi gvTavazobs xelSekrulebis

(kontraqtis) dadebas, romlis Tanaxmadac erT qveyanaSi

arsebuli kompania gascems licenzias sxva qveynaSi arse-

bul kompaniaze Tavisi aramaterialuri aqtivis (paten-

tis, savaWro markis, safirmo saxelwodebis, saavtoro

uflebis, warmoebis saidumloebis) gamoyenebaze, garkve-

uli Tanxis gadaxdis sanacvlod

2 Гриффин Р., Пастей М., Международный бизнес, изд. сангл., под ред, А. Г. Медведева, СПБ.: Питер, 2006. стр.51

17

frenSaizingi aris licenzirebis gansakuTrebuli

forma, romlis arsi mdgomareobs imaSi, rom erT qveyana-

Si arsebuli kompania (frenSaizeri) sxva qveyanaSi arse-

bul kompanias (frenSaizi) gadascems nebarTvas Tavisi

warmoebis teqnologiis, agreTve brendis, savaWro markis

da logotipis gamoyenebaze, risTvisac axdevinebs Sesaba-

mis Tanxas.

marTvelobiTi kontraqti — esaa SeTanxmeba, rom-

lis Tanaxmad erTi qveynis kompania aZlevs sxva qveyanaSi

arsebul firmas Tanxmobas Tavisi kompaniis sawarmoo sim-

ZlavreTa marTvaze an sxva saxis mmarTvelobiT momsaxu-

rebaze gansazRvruli Tanxis gadaxdis sanacvlod, rom-

lis sididec mieTiTeba kontraqtSi. mmarTvelobiTma

kontraqtma farTo gavrceleba hpova im SedarebiT ufro

msxvil kompaniebSi, romlebic funqcionireben sastum-

roebis biznesSi.

kompanias, romelic axorcielebs zemoT CamoTvlil

saqmian operaciebs, SeiZleba ewodos saerTaSoriso kom-

pania.

saerTaSoriso kompania — esaa nebismieri is organi-

zacia, romelic Tavis saqmianobas axorcielebs sazRvar-

gareTis qveynebis rezidentebTan, kerZod firmebTan an

saxelmwifo organizaciebTan dadebuli komerciuli ga-

rigebebis safuZvelze. esaa aseTi tipis kompaniis ufro

formaluri gansazRvreba.

termini ,,mravalerovnuli korporacia~, SemoklebiT

mek (Multinational Corporation, MNS) gamoiyeneba im kompaniis

aRsaniSnavad, romelic aqtiuradaa Cabmuli saerTaSoriso

biznesSi. misi ufro zustad gansazRvra SeiZleba moxdes

Semdegnairad: mravalerovnulia korporaciaa, romelic

axorcielebs pirdapir ucxour investiciebs, agreTve

flobs sazRvargareTis qveynebSi ganlagebul kompaniebs

da akontrolebs maTSi Rirebulebis Seqmnis process. saz-

RvargareTuli aqtivebis flobasa da maTze kontrolis

ganxorcielebasTan erTad, mravalerovnuli korporacie-

18

bi, rogorc wesi, yiduloben resursebs da awarmoeben pro-

duqcias da momsaxurebas mraval qveyanaSi, xolo Semdeg am

saqonelsa da momsaxurebas yidian msoflios sxvadasxva

qveyanaSi. mravalerovnuli korporaciebi saqmianobas ko-

ordinacias uweven saTao ofisebis meSveobiT. msoflios

umsxviles mravalerovnul korporaciebs miekuTvnebian

Wal-Mart (aSS), General Motors (aSS), Exxon Mobil (aSS), Royal Dutch/Shell Group (niderlandebi, didi britaneTi), BP (didi

britaneTi), Ford-Motors (aSS), Daimler Chrsler (germania),

Toyota Motors (iaponia) da sxv.

1.4. saerTaSoriso biznesi

globalizaciis pirobebSi

me-20 saukunis bolo aTwleulebSi da ocdameerTe

saukuneSi saerTaSoriso biznesis zrdam iseTi masStabi

miiRo, rom mravali mecnier-ekonomistis (espertis) az-

riT eWvs aRar iwvevs globalizaciis eris dadgoma. erT-

erTi midgomiT globalizacia — esaa ganuwyvetliv mim-

dinare, bazrebis, suverenuli saxelmwifoebisa da teqno-

logiebis investiciebis myari procesi, romelic saSua-

lebas aZlevs calkeul pirebs, korporaciul da suvere-

nul saxelmwifoebs ufro swrafad, vidre odesme yofila,

minimaluri danaxarjebiT daamyaron Rrma kontaqtebi

mTeli msoflios masStabiT ganTavsebul partniorebTan.

ekonomikur literaturaSi gamoyofen mTel rig

faqtorebs, romlebmac gavlena iqonia msoflio ekonomi-

kisa da msoflios qveynebis integraciis gaZlierebaze. am

faqtorebidan umTavresia socialisturi sistemis daSla

80—iani wlebis bolos, ris Sedegad aRmoifxvra msofli-

os komunistur da kapitalistur banakad dayofis praq-

tika. amis Semdgom periodSi mniSvnelovnad gaaqtiurda

saerTaSoriso biznesi (samewarmeo saqmianoba) Ria baz-

19

rebze, Semcirda saxelmwifoebis Careva ekonomikaSi da

daCqarda privatizaciis procesi. Semdeg faqtors warmo-

adgens teqnologiis srulyofis sferoSi miRweuli

progresi, romelmac xeli Seuwyo integraciis gaRmavebas.

msoflio ekonomikaze mowinave teqnologiis gavlenis

karg magaliTs internetis msoflio qselis Seqmna warmo-

adgens. garda amisa, ekonomikis globalizaciaSi didi ro-

li iTamaSa iseTma teqnologiurma siaxleebma, rogori-

caa fiWuri telefoni, personaluri kompiuterebi, Ta-

namgzavruli kavSirebi da a.S. yvelaferma aman daaCqara

kapitalis msoflio bazris formirebis procesi, eleq-

tronuli komerciis ganviTareba, momaragebis jaWvis Seq-

mna, agreTve saerTaSoriso vaWrobisa da saerTaSoriso

investiciebis moculobis uprecedento zrda.

eqspertTa erTi jgufis azriT, globalizacia mig-

viyvans sazRvrebis gareSe msoflios Seqmnamde, romel-

Sic suverenuli saxelmwifoebi sul ufro da ufro da-

kargaven TavianT gavlenas. specialistTa meore jgufi

gamoTqvams eWvs am Sexedulebis mimarT. maTi azriT, ise-

Ti movlena, rogoricaa globalizaciis procesi da suve-

renuli saxelmwifoebis arseboba, darCeba Tanamedrove

cxovrebis ZiriTad, amasTan bevr SemTxvevaSi antagonis-

tur faqtorebad.

momaval aTwleulebSi erT-erTi urTulesi amocana,

romelic idgeba politikuri liderebisa da msxvili biz-

nesmenebis winaSe, mdgomareobs imaSi, rom gagebuli da Se-

saZleblobis farglebSi SeTanxmebul iqnes globaluri

ekonomikis urTierTsawinaaRmdego, bevr SemTxvevaSi Se-

uTavsebeli moTxovnebi da msoflio qveynebis is intere-

sebi, romlebic am ekonomikis safuZvels Seadgens.

msoflio masStabiT, mravali eqspertis azriT,

globalizacias gaaCnia dadebiTi mxareebi, magram amave

dros igi araa dazRveuli naklovanebebisagan. saxeldobr,

sayovelTaodaa cnobili is faqti, rom ganviTarebuli

qveynebis kompaniebs TavianTi warmoeba pirvel rigSi ga-

20

daaqvT ganviTarebadi qveynebis teritoriaze. sadac Sro-

miTi kanonmdebloba da garemos dacvis Sesaxeb arsebuli

normebi, danaxarjebis moTxovnis TvalsazrisiT, imdenad

msubuqia (aramkacria), rom TiTqmis ar arsebobs dacvis

(Sesrulebis) aucilebloba. amitom es kompaniebi Tavis

valdebulebad ar miiCneven maT Sesrulebas.

ukanasknel periodSi saerTaSoriso biznesis zrda

yvelasaTvis TvalsaCino da STambeWdavi gaxda. magram au-

cileblad ismis kiTxva, Tu ram ganapiroba aseTi ganviTa-

rebis SesaZlebloba da ratom aris momavalSi saerTaSo-

riso biznesis kidev ufro metad ganviTarebis maRali al-

baToba? eqspertTa azriT, arsebobs am movlenis ori Zi-

riTadi mizezi: 1) kompaniis strategiuli miznebi (moT-

xovnebi), romlebic warmoadgenen globalizaciis proce-

sis gaRrmavebis motivatorebs da 2) saerTaSoriso bizne-

sis garemoSi momxdari cvlilebebi, romlebic xels uwyo-

bs globalizaciis procesis gaZlierebas.

aRniSnuli ZiriTadi mizezebidan gamomdinare, ar-

sebobs mTeli rigi sabazro mizezebi, romlebic aiZule-

ben kompaniebs gaxdnen ufro globalurebi rogorc gan-

viTarebis saerTo kursis, ise yoveldRiuri praqtikuli

sqmianobis kuTxiT. aseT strategiul mizezebs (upirate-

sobebs, imperativebs) miekuTvneba: kompniis sakvanZo upi-

ratesobebis (kompetenciebis) gamoyeneba, resursebis Se-

Zena ufro dabali fasiT, kompaniis axal bazrebze SeRwe-

va, Tavis dargSi ufro efeqtiani konkurenciis gaweva.

kompaniis sakvanZo upiratesobebis (kompentenci-

ebis) gamoyeneba. globalizaciis erTderT umniSvnelo-

vanes safuZvels sakvanZo kompetenciebis (upiratesoba-

Ta) ufro farTod gamoyenebis SesaZlebloba warmoad-

gens, romelTa ganviTarebac SeZlo kompaniam Sida bazar-

ze. sakvanZo kompetencia gansazRvravs im gansxvavebu-

lad gamorCeul Zlier mxares an upiratesobas, romelsac

pirvelxarisxovani mniSvneloba gaaCnia kompaniis warma-

tebuli saqmianobisTvis. axal bazarze sakvanZo kompen-

21

tenciebis gamoyenebiT kompanias SeuZlia gazardos Tavi-

si Semosavali da mogeba. amis magaliTad SeiZleba moviy-

vanoT sazRvargareTuli kompaniebi, radgan saqarTvelo-

Si aseTi kompaniebis moZebna metad gaZnelebulia. saxel-

dobr, kompaniaSi ,,nokia~ SeimuSaves fiWuri telefonebis

warmoebis uaxlesi teqnologia, romelic xalisiT iqna

miRebuli momxmareblis mier fineTis Siga bazarze. kom-

paniis xelmZRvaneloba male mixvda, rom Semosavlebis da

mogebis kidev ufro gadidebis SesaZlebloba eZleoda Tu

telefonebis warmoebasa da gayidvas gaafarToebda sxva

qveynebSic, rac warmatebiT iqna ganxorcielebuli. aseTi

magaliTebi SeiZleba mravlad iqnes dasaxelebuli.

resursebis SeZena ufro dabali fasiT. saerTaSo-

riso masStabiT biznesis ganxorcielebis kidev erTi um-

niSvnelovanesi safuZvelia dabal fasebad sawarmoo re-

sursebis (masalebis, samuSao Zlis, kapitalis, teqnolo-

giis) SeZenis aucilebloba. mTel rig SemTxvevebSi kompa-

niebi ganicdian sazRvargareTis qveynebSi resursebis Se-

Zenis mwvave moTxovnas, radganac adgilobriv bazarze

Sesabamisi resursebi an saerTod ar aris, an arasakmari-

sia moTxovnis srulyofilad dasakmayofileblad an ki-

dev Zviria sxva qveynis bazrebTan SedarebiT. amis magali-

Tebi Zalian bevria. magaliTad, iaponiis kompaniebi xis ma-

salebsa da xis nawarms yiduloben kanadaSi; msoflios

yvela qveynis kompaniebi navTobs yiduloben axalo aRmo-

savleTisa da afrikis qveynebSi da a.S.

gasaRebis axali bazrebis Zieba. biznesis gafarTo-

ebis mizniT gasaRebis axali bazrebis Ziebis aucileblo-

ba warmoadgens erTderT mniSvnelovan mizezs kompaniis

saerTaSoriso bazarze gasasvlelad. rodesac Siga baza-

ri, sadac kompania yidis Tavis produqcias, mTlianad ga-

jerebulia, am bazarze sul ufro Zneli xdeba maRali Se-

mosavlis miReba da mogebis zrda. amitom saWiroa Sesaba-

misi gzebis Zieba mocemuli produqciis gayidvebis gasa-

22

farToveblad sazRvargareTis axal, formirebad bazar-

ze gasvlisaTvis.

dargSi konkurenciis ufro efeqturad warmar-

Tva. kompaniis sazRvargareTis gasaRebis bazarze gas-

vlis erT-erT mizezs warmoadgens survili imisa, rom aa-

maRlos konkurentunarianoba da konkurentuli brZo-

lis efeqtianoba im dargSi, romelSic igi moRvaweobs.

garda zemoT aRniSnulisa, Tanamedrove kompaniebma

TavianTi biznesis warmatebiT warmarTvisaTvis aucile-

belia gaiTvaliswinon biznesgaremoSi momxdari is cvli-

lebebi, romlebic aRmocenda meore msoflio omis, gansa-

kuTrebiT ki socialisturi sistemis daSlis, Semdgom pe-

riodSi. aseve gasaTvaliswinebelia is mudmivad mimdinare

cvllebebi, romlebic xdeba biznesis gare garemos Ziri-

Tadi faqtorebis mixedviT. saerTaSoriso biznesSi am

mxriv gansakuTrebiT mniSvnelovania iseTi faqtorebi,

rogoricaa politikuri garemos cvlileba, teqnologiu-

ri garemos cvlileba da a.S. anu am SemTxvevaSi igulis-

xmeba iseTi faqtorebi, romlebic moqmedeben qveynebis

sazRvrebs miRma arsebul makrogaremoSi da saerTaSori-

so mniSvneloba gaaCniaT. faqtobrivad, isini saerTaSo-

riso biznesgaremos faqtorebs warmoadgenen.

politikuri garemos cvlileba. meoce saukunis

pirvel naxevarSi vaWrobis gafarToebis mizniT kompanie-

bis sazRvrvargareTis axal bazrebze gasvlas xels uSli-

da sxvadasxva qveynebis mTavrobebis mier SemoRebuli ba-

rierebi. pirveli msoflio omis Semdeg bevrma qveyanam

(aSS, safrangeTi, did britaneTi, germania da a.S.) SemoiRo

tarifebi da kvotebi importul saqonelze. imavdrou-

lad xelsayreli pirobebi Seuqmnes erovnul kompaniebs

saqonlis warmoebaze samTavrobo kontraqtebis SeTava-

zebiT. amis Sedegad 30-ian wlebSi saerTaSoriso vaWrobi-

sa da saerTaSoriso investiciebis moculoba arsebiTad

Semcirda. magram meore msoflio omis Semdgom periodSi

es praqtika mTlianad gadaisinja da vaWrobiT dakavebul

23

ZiriTad qveynebs Soris moxda molaparakeba sabaJo tari-

febisa da kvotebis Semcirebis, agreTve am qveynebis te-

ritoriaze pirdapir ucxour investiciebze dawesebuli

SezRudvebis gauqmebis Taobaze. mravali am SeTanxmebi-

dan miRweul iqna tarifebisa da vaWrobis Sesaxeb genera-

luri SeTanxmebis dadebis procesSi, agreTve vaWrobis

msoflio organizaciis Zalisxmevis Sedegad.

teqnologiuri garemos cvlileba. msoflios

qveynebis mTavrobebis mier teqnikuri da teqnologiuri

politikis sferoSi ganxorcielebulma pozitiurma

cvlilebebma xeli Seuwyo saerTaSoriso biznesis ganvi-

Tarebas. ganakuTrebiT kavSirgabmulobis (komunikaciis)

sistemebis, satransporto saSualebebis da informaciis

damuSavebis saSualebebis sferoSi danergilma siaxleeb-

ma saerTaSoriso biznesi ufro advilad gansaxorciele-

beli da momgebiani gaxada.

sakontrolo kiTxvebi:

1. ra aris saerTaSoriso biznesi?

2. riT gansxvavdeba saerTaSoriso biznesi qveynis Sig-

niT ganxorcielebuli biznesisgan?

3. ra mniSvneloba aqvs studentebis mier `saerTaSoriso

biznesis~ Seswavlas?

4. saerTaSoriso biznesis ganxorcielebis ra ZiriTadi

formebi arsebobs amJamad msoflioSi?

5. riT gansxvavdeba saqonlis eqsport-importi momsaxu-

rebis eqsportisa da importisgan?

6. rogoria portfeluri investiciebi?

7. daasaxeleT saerTaSoriso biznesis gafarToebis Zi-

riTadi mizezebi.

8. ra gavlenas axdens interneti saerTaSoriso biznes-

ze?

24

9. ra ZiriTadi gansxvavebebi SeiZleba arsebobdes erov-

nul da saerTaSoriso kompaniebs Soris?

literatura:

1. Sengelia T., globaluri biznesi, Tb., 2010;

2. gigiaSvili o., strategiuli menejmenti, Tb., 1998;

3. jolia g., sagareo-ekonomikuri urTierTobebi, Tb.,

2005; 4. Гриффин Р., Пастей М., Международный бизнес, 4-е изд., Пер.

сангл., под ред. А.Г. Медведева, СПБ.: Питер, 2006.

25

Tavi II

saerTaSoriso bazrebi da

biznessaqmianobis ZiriTadi centrebi


1. CrdiloeT amerikis qveynebis bazrebi;

2. dasavleT evropis qveynebis bazrebi;

3. aRmosavleT da centraluri evropis qveynebis bazrebi;

4. aziis qveynebis bazrebi;

5. afrikis da axlo aRmosavleTis qveynebis bazrebi;

6. samxreT amerikis qveynebis bazrebi.

mokle mimoxilva

Tanamedrove etapze saerTaSoriso biznessa da eko-

nomikaSi lideri poziciebi ukavia aSS-s, evrokavSirs, Ci-

neTsa da iaponias. evrokavSiri warmoadgens msoflioSi

saqonlisa da momsaxurebis erT-erT mniSvnelovan eq-

sportiorsa da importiors. eqsportis moculobiT ev-

rokavSirs ukavia I adgili msoflioSi (mxolod calke

aRebuli germania msoflios #1 eqsportiori iyo 2003-

2008 wlebSi, xolo 2009 wels #2 eqsportioria. 2009 wels

CineTze modioda saqonlis msoflio eqsportis 9,6%,

germaniaze — 9%, aSS-ze — 8,5%, iaponiaze 4,7% da safran-

geTze 3,8%. aseve, aSS-ze modioda saqonlis msoflio im-

portis 12,7%, CineTze — 8%, germaniaze — 7,4%, safran-

geTze — 4,4% da iaponiaze — 4,4%3.

3 Eurostat. Statistische Bücher. Europa in Zahlen. Eurostat Jahrbuch 2008. Europäische Gemeinschaften, 2008.

26

Tanamedrove etapze msoflioSi ekonomikuri da

biznessaqmianoba ZiriTadad Tavmoyrilia qveynebis

jgufSi, romelsac ewodeba ,,sameuli~ (am qveynebSi Sedian

evrokavSiris qveynebi, aSS da iaponia) an ,,oTxeuli~ (,,sa-

meulis~ qveynebi plus CineTi. ,,oTxeulis~ qveynebi awar-

moeben msoflios mSp-is mniSvnelovan nawils. araerTi

cnobili eqsperti darwmunebulia imaSi, rom Tu msxvili

tnk-ebi da tnb-ebi miznad isaxaven gauswron ZiriTad kon-

kurentebs TavianT dargSi, maSin isini unda iyvnen konku-

rentunarianebi ,,oTxeulis~ qveynebis bazarze. mravalma

tnk-m aRiara globaluri masStabiT konkurentunariani

brZolis warmoebis mniSvneloba sakuTari produqciis

momxmarebelTa segmentis gafarToebis mizniT. globalu-

ri strategiuli azrovneba tipuria iseT dargebSi, ro-

goricaa aviagadazidvebi, sabaJo saqme, fasian qaRalde-

biT vaWroba, saavtomobilo mrewveloba, gamoTvliTi

teqnikis warmoeba- realizacia da sxv.

cxrili 2.1. evrokavSiris, aSS-isa da iaponiis mSp (1999-2007 mlrd evro,

2009 w mlrd aSS dolari)

1999 2000 2001 2002 2003 2004 2005 2006 2007 2009

evrokav-

Siri 27 8,558 9,173 9,549 9,911 10,077 10,577 11,035 11,641 12,304 16,447

aSS 8,696 10,629 11,309 11,072 9,690 9,395 9,985 10,496 10,075 14,256

iaponia 4,102 5,057 4,580 4,162 3,744 3,707 3,666 3,485 3,197 5,068

es ar niSnavs, rom saerTaSoriso biznesis sferos me-

nejerebs SeeZloT ,,oTxeulis~ qveynebis farglebs gareT

arsebuli bazrebis ignorireba. gavlili ori aTwleulis

ganmavlobaSi am bazrebidan mravali izrdeba gacilebiT

ufro swrafi tempiT, vidre ,,oTxeulis” qveynebis bazre-

bi. saerTaSoriso kompaniebis menejerebi unda flobdnen

biznesis sawarmoeblad SesaZleblobaTa yovelmxriv da

Rrma gagebas eqvsive kontinentze. swored amitom moce-

mul TavSi: ,,saerTaSoriso bazrebi da biznessaqmianobis

27

ZiriTadi centrebi~ warmodgenilia msoflios calkeuli

bazris mokle mimoxilva.

ganviTarebuli da ganviTarebadi qveynebis sagareo

savaWro-ekonomikur kavSirebSi erT-erT gadamwyvet

rols asruleben tnk-ebi. 2009 wels msoflios 500 umsxvi-

les kompaniaTa Soris aSS-ze modis 140 kompania, iaponia-

ze — 68, safrangeTze — 40, germaniaze — 39, CineTze — 37,

didi britaneTze — 26, Sveicariaze — 15, niderlandebze —

12, espaneTze — 11, italiaze — 10, SvedeTze — 6, belgiaze —

5 da a.S4.

2.1. CrdiloeT amerikis qveynebis bazrebi

CrdiloeT amerikas miekuTvneba iseTi qveynebi, ro-

goricaa: aSS, kanada, meqsika, agreTve, centraluri ameri-

ka da karibis auzis qveynebi. es qveynebi awarmoeben msof-

lio mSp-is mniSvnelovan nawils.

aSS

aSS-s mesame adgili ukavia msoflioSi mosaxleobis

raodenobis (CineTisa da indoeTis Semdeg) da meoTxe ad-

gili — teritoriis (ruseTis, kanadis da CineTis Semdeg)

mixedviT; aSS-s aqvs msoflioSi yvelaze didi ekonomika.

2009 wels aSS-is mSp-ma 14,2 trln aSS dolari Seadgina.

aSS-s gaaCnia erT sul mosaxleze CrdiloeT amerikis

qveynebs Soris Semosavlis yvelaze maRali maCvenebeli.

teritoriisa da ekonomikur-politikuri stabilurobis

wyalobiT, aSS-s, romlis wilad modis msoflio saqonli-

sa da momsaxurebis vaWrobis mniSvnelovani nawili. aSS

mniSvnelovani bazaria ganviTarebadi ekonomikis mqone

qveynebisTvisac. aseve, aSS dolari warmoadgens msofli-

os #1 sarezervo da saangariSsworebo saSualebas.

4 http://money.cnn.com/magazines/fortune/global500/2008/countries/US.html

28

2008 wels aSS-is saqonlis eqsportis moculobam

1300 mlrd aSS dolari, xolo importma — 2165 mlrd aSS

dolari Seadgina.

cnobilia, rom tnk-ebi did zegavlenas axdenen saer-

TaSoriso savaWro da sainvesticio saqmianobaze. 2008

wels msoflios 500 umsxviles korporacias Soris yvela-

ze meti 153 swored aSS-is iyo. aseve, araerTi umsxvilesi

korporaciiis Stab-bina aSS-is teritoriazea. amJamad

msoflioSi yvelaze umxvilesi korporaciaa Wal–Mart Stores, romlis gayidvebma 379 mlrd aSS dolari, xolo mo-

gebam 12,7 mlrd aSS dolari Seadgina.

kanada

kanadas ukavia meore adgili msoflioSi teritori-

is farTobis mixedviT, xolo qveynis mosaxleoba Seadgens

mxolod 34 mln adamians.

kanada msoflios erT-erTi umsxvilesi eqsportio-

ri da importiori qveyanaa. 2008 wels kanadis saqonlis

eqsportis moculobam 455 mlrd aSS dolari, xolo im-

portma — 408 mlrd aSS dolari Seadgina. kanadis mSp-ma

2008 wels 1,5 trln aSS dolari Seadgina.

eqsportis yvelaze mniSvnelovani sasaqonlo jgu-

febia: xe-tyis resursebi, navTobi, sasrgeblo wiaRiseu-

li, xorbali da sxv. aSS kanadis saqonlis gasaRebis Ziri-

Tadi bazaria; aSS-is wilad modis kanadis eqsportis wli-

uri moculobis sam meoTxedze meti. kanadis eqsportis

79% da importis 55% aSS-ze modis.

bolo wlebSi kanada izidavs saerTaSoriso investo-

rebs aSS-is udides bazarTan Tavisi siaxlovis gamo, ag-

reTve, politikuri da sakanonmdeblo sistemis stabilu-

robis wyalobiT. kanadis maRalganviTarebul infrastuq-

turas, agreTve, misi ganaTlebis sistemas Seaqvs TavianTi

wvlili qveynis ekonomikis rentabelobis uzrunvelyo-

faSi. msoflios 500 umsxviles korporacias Soris 14 mo-

dis kanadaze.

29

meqsika

meqsika, romelic amJamad aris erT-erTi yvelaze

msxvili espanurenovani qveyanaa, gamoacxada Tavisi damo-

ukidebloba XX saukunis dasawyisSi. meqsika sapreziden-

to saxelmwifoa, magram meqsikaSi mTavrobis meTauris

prezidentis arCeva xdeba eqvs weliwadSi erTxel. XX sau-

kunis naxevris ganmavlobaSi meqsikis mTavrobam danerga

ekonomikuri nacionalizmis programa, romelic Sesabami-

sad meqsikaSi ar iqna waxalisebuli ucxouri investicie-

bi da SemoRebul iqna sagareo vaWrobaze maRali satari-

fo SezRudvebi, romlebsac miznad hqondaT adgilobrivi

kompaniebis dacva. magram ukanaskneli ori aTwleulis

ganmavlobaSi meqsikis mTavrobam uari Tqva aseT ekonomi-

kur politikaze da gaixsna qveynis bazrebi ucxouri sa-

qonlisa da investiciisaTvis.

aTasobiT ucxour kompanias meqsikaSi gaxsnili aqvs

filialebi da Sesabamisad xels uwyoben qveynis socia-

lur-ekonomikur ganviTarebas.

2008 wels meqsikis saqonlis eqsportis moculobam

291 mlrd aSS dolari, xolo importma — 309 mlrd aSS do-

lari Seadgina (msoflio eqsportis 2,8 da importis 3%)5.

meqsikis mSp-ma 2008 wels 1,1 trln aSS dolari Seadgina.

msoflios 500 umsxviles korporacias Soris meqsikaze

modis mxolod.

centraluri amerikisa da karibis auzis qveynebi

aSS-is, kanadisa da meqsikis garda, CrdiloeT ameri-

kis kontinentze ganTavsebulia kidev ori aTeuli qveyana,

romlebic iyofian or kategoriad geografiuli mdebare-

obis mixedviT: centraluri amerika da karibis auzis kun-

Zulovani saxelmwifoebi. am qveynebis mosaxleobis saer-

5 Eurostat. Statistische Bücher. Europa in Zahlen. Eurostat Jahrbuch 2008. Europäische Gemeinschaften, 2008.

30

To raodenoba 75 mln-s Seadgens, rac TiTqmis orjer aRe-

mateba kanadis mosaxlebis raodenobas. am qveynebis saga-

reo ekonomikur urTierTobebSi mniSvnelovani pozicie-

bi ukavia aSS-s, kanadasa da meqsikas.

2.2. dasavleT evropis qveynebis bazrebi

dasavleT evropis qveynebi miekuTvnebian msoflio-

Si erT-erTi yvelaze warmatebuli, bendieri da gabrwyi-

nebuli qveynebis ricxvs. es qveynebi ipyroben biznesmen-

Ta yuradRebas, romlebic cdiloben sakuTari produq-

ciis gayidvas am bazrebis msyidvelunarian mosaxleobaze.

dasavleT evropis qveynebi SeiZleba davyoT or jgufad:

qveynebi, romlebic arian evrokavSiris wevrebi da regio-

nis sxva qveynebi.

cnobilia, rom evrokavSirma daarsebidan dRemde eq-

vsi warmatebuli gafarToeba ganicada da misi wevri sa-

xelmwifoebis raodenoba 6-dan (belgia, safrangeTi, ger-

maniis federaciuli respublika, italia, luqsemburgi

da niderlandebi), 27 mde gaizarda6:

pirveli gafarToeba (1973 w.). eqvs damfuZnebel qve-

yanas Soris integraciuli procesebis warmatebam motiva-

cia misca danias, irlandiasa da gaerTianebul samefos,

rom SeetanaT ganacxadi evropul TanamegobrobaSi gawev-

rianebis Sesaxeb. 1973 wlis 1 ianvars ganxorcielda pirve-

li gafarToeba da Tanamegobrobis wevri qveynebis ricxvi

eqvsidan cxramde gazarda. meore gafarToeba (1981 w.).

1981 wlis 1 ianvars evropul Tanamegobrobas SeuerTda

saberZneTi da wevrTa raodenoba aTamde gaizarda. mesame

6 Weidenfeld, Werner (Hrsg.): Europa Handbuch. 2. Aufl. Gütersloh, Verlag Bertelsmann Stiftung, 2002. Die EU in der Welt. Die Außenpolitik der Europäischen Union. Europäische Kommission, Luxemburg, 2007.

31

gafarToeba (1986 w.). 1986 wlis 1 ianvars Tanamegobroba-

Si gaerTianda kidev ori qveyana — espaneTi da portuga-

lia. Sesabamisad wevrTa raodenoba 12-mde gaizarda. me-

oTxe gafarToeba (1995 w.). 1995 wlis 1 ianvars evrokav-

Sirs SeuerTda kidev sami qveyana — avstria, fineTi da

SvedeTi. wevrTa raodenoba 15 gaxda.

mexuTe gafarToeba (2004 w.). mexuTe gafarToeba

yvelaze masStaburi iyo. evrokavSirs SeuerTda 10 axali

wevri qveyana: estoneTi, latvia, litva, poloneTi, Cexe-

Ti, slovakeTi, ungreTi, slovenia, kviprosi da malta.

2004 wlis 1 maisidan evrokavSiri ukve 25 wevr qveyanas iT-

vlis. meeqvse gafarToeba (2007 w.). 2007 wlis 1 ianvridan

evrokavSirs bulgareTi da rumineTi SeuerTdnen da ga-

erTianebis wevri qveynebis raodenoba 27-mde gaizarda.

Tanamedrove etapze regionul integraciul daj-

gufebaTa Soris yvelaze metad ganviTarebuli evropuli

integraciaa. misi mamoZravebeli Zala upirveles yovlisa

savaWro-ekonomikuri integraciaa, romelic iTvaliswi-

nebs ekonomikuri ganviTarebis daCqarebas, mosaxleobis

cxovrebis donis gaumjobesebas da saerTaSoriso Taname-

gobrobaSi kavSiris poziciis gaZlierebas.

evrokavSiris ganviTarebis erT-erTi pozitiuri mo-

menti isaa, rom misi wevrebis ekonomikam integrirebis ma-

Ral xarisxs miaRwia. mniSvnelovnad gaizarda qveyanaT-

Sorisi vaWrobis wili am qveynebis sagareo vaWrobaSi. es

maCvenebeli aseve swrafad izrdeba axal wevr qveynebSi.

aranakleb mniSvnelovania: saqonlisa da momsaxurebis sa-

erTo bazari, kapitalisa da samuSao Zalis Tavisufali

gadaadgileba, wevri qveynebis SeTanxmebuli ekonomikuri

politika, erToblivi valuta, savaluto politika da sxv.

dasavleT evropis qveynebi, romlebic evrokavSiris

SemadgenlobaSi ar arian: islandia, Sveicaria, andora,

monako da lixSenSteini.

32

2.3. aRmosavleT da centraluri evropis

qveynebis bazrebi

msoflios arcerT regions ar ganucdia iseTi mniS-

vnelovani da kardinaluri cvlilebebi ekonomikaSi, ro-

gorc aRmosavleT da centralur evropis qveynebs, rom-

lebic amJamad gadian komunizmidan sabazro urTierTo-

bebze gadasvlis mtkivneul gzas. 1991 wels sabWoTa kav-

Siris daSlis Sedegad aRmosavleT evropaSi gaCnda 15 da-

moukidebeli saxelmwifo. centraluri evropis Semadgen-

lobaSi Sedian iseTi qveynebi, rogoricaa albaneTi, av-

stria, agreTve, bulgareTi, CexeTi, slovakeTi, ungreTi,

poloneTi da rumineTi. garda amisa, centralur evropaSi

Sedian Semdegi saxelmwifoebic: bosnia da hercogovina,

xorvatia, makedonia, slovenia, agreTve, serbia.

aRsaniSnavia, rom aRniSnuli jgufis qveynebis erTma

nawilma moaxerxa evrokavSirTan daaxloeba da gawevria-

neba.

yofili sabWoTa kavSiris qveynebi

sabWoTa socialisturi respublikebis kavSiri

(ssrk) gaCnda ruseTis imperiis daSlis Sedegad, romelic

mohyva mis marcxs pirvel msoflio omSi. istoriuli wya-

roebidan cnobilia, rom 1917 wels komunisturma partiam

moipova kontroli ruseTis mTavrobaze da muSebisa da

glexebis saxeliT daafuZna sabWoTa kavSiri. komunisteb-

ma akrZales sabazro sistema, gaauqmes kerZo sakuTreba,

agreTve, ganaxorcieles qveynis vrceli, mdidari miwebis

koleqtivizacia. yvela am moqmedebam saSualeba misca maT

SeemcirebinaT mefis mmarTvelobis dros arsebuli Semo-

savlebis udidesi uTanasworoba. am mimarTulebiT komu-

nistebis warmatebebis miuxedavad, qveynis mosaxleobis

cxovrebis done mniSvnelovnad ufro dabali iyo dasav-

leTis demokratiul saxelmwifoebSi cxovrebis dones-

Tan SedarebiT.

33

1991 wels sabWoTa kavSiris daSlas mohyva 15 res-

publikis mier damoukideblobis gamocxadeba. 1992 wels

12 damoukidebeli saxelmwifo (baltiispireTis qveynebis

— estoneTis, latviisa da litvis garda) daaarsa damou-

kidebel saxelmwifoTa Tanamegobroba (dsT). aRniSnul

qveynebSi ruseTs ukavia pirveli adgili msoflioSi te-

ritoriis mixedviT (msoflio farTobis 11,5%), mecxre

adgili mosaxelobis raodenobiT (142 mln kaci), mSp-is

moculobiT merve adgili (1,7 trln aSS dolari). qveyana

mdidaria bunebrivi resursebiT, maT Soris, oqroTi, nav-

TobiT, bunebrivi airiT, sasargeblo wiaRiseuliT, alma-

sebiT da sxv

sabWoTa kavSiris daSlas mohyva integraciuli pro-

cesebi yofil sabWoTa respublikebSi, rasac Tan axlda

garkveuli sirTuleebi. damoukidebel saxelmwifoTa Ta-

namegobroba daarsda 1991 wlis 8 dekembers q. minskSi ru-

seTs, belaruss da ukrainas Soris gaformebuli xelSek-

rulebis safuZvelze. maT miiRes gadawyvetileba sabWoTa

kavSiris funqcionirebis Sewyvetisa da damoukidebel sa-

xelmwifoTa Tanamegobrobis Seqmnis Sesaxeb. 1991 wlis

bolos ki yazaxeTSi dafiqsirda dsT-Si monawile saxel-

mwifoebi: ruseTi, belarusi, ukraina, yazaxeTi, yirgize-

Ti, moldova, tajikeTi, uzbekeTi, TurqmeneTi, azerbai-

jani da somxeTi. saqarTvelo dsT-s SeuerTda 1993 wlis 3

dekembers dsT-is Sesabamisi gadawyvetilebis safuZvel-

ze. dsT-is Stab-bina mdebareobs q. minskSi. aRsaniSnavia,

rom 2008 wlis 14 agvistos qarTulma mxarem miiRo gadaw-

yvetileba dsT-dan gamosvlis Sesaxeb.

centraluri evropa

centraluri evropis qveynebi, romlebmac gaiziares

yofili sabWoTa kavSiris politikuri kursi, waawydnen

seriozul problemebs centraluri evropis qveynebSi

komunisturi mTavrobis damxobis Semdeg. sabWoTa kavSi-

ris mier Seqmnili sagareo vaWrobis regionuli sistema

34

daiSala da yofili ssrk-is saxelmwifo — satelitebs mo-

uxdaT garantirebul saeqsperto bazrebis dakargvasTan

Segueba. centraluri evropis qveynebi, iZulebulni iy-

vnen moexdinaT TavianTi ekonomikis restruqturizacia

da gadasuliyvnen centraluri dagegmvis sabazro siste-

maze.

CexeTis respublikam, ungreTma da poloneTma arse-

biTad gansazRvres centraluri evropis sxva qveynebi

ekonomikis restruqturizaciis sakiTxebSi, Tumca yvela

isini ganviTarebis sxvadasxva gziT wavidnen. am qveynebma

ufro meti pirdapiri ucxouri investicia moizides, vid-

re es maTma mezoblebma moaxerxes. garda amisa, CexeTis

respublika, ungreTi da poloneTi gaxdnen eTgo-sa, na-

to-s wevrebi. 2004 wels ki es qveynebi warmatebiT Seuer-

Tdnen evrokavSirs.

albaneTSi, bulgareTsa da rumineTSi ekonomikuri

reformebi mimdinareobda SedarebiT neli tempiT. qvey-

nebSi, romlebic Sediodnen yofili iugoslaviis Semad-

genlobaSi, Seiqmna SedarebiT ufro mZime situacia. mxo-

lod sloveniam SeZlo Tavidan aecilebina qaosi, rome-

lic Tan axlda iugoslaviis daSlas. 2007 wels bulgare-

Ti da rumineTi SeuerTdnen evrokavSirs.

2.4. aziis qveynebis bazari

azia, romlis teritoriaze cxovrobs mTeli msof-

lios mosaxleobis naxevarze meti, awarmoebs msoflio

mSp-is 25%-s, magram metad mzardia aziis roli saerTaSo-

riso biznesSi. am regionSi iwarmoeba rogorc maRalxa-

risxiani, ise dabalxarisxiani produqcia. garda amisa, es

regioni aris kvalificiuri da arakvalificiuri samuSao

Zalis wyaro. erTi mxriv, azia warmoadgens tnk-ebidan uc-

xouri investiciebis ZiriTad mimRebs. meore mxriv, regi-

oni aris aziis farglebs gareT arsebul qveynebSi kapita-

35

lis mTavari mimwodebeli. kidev ufro mniSvnelovania is

faqti, rom aziis qveynebis mewarmeebi sul ufro mkacr

konkurencias uwevdnen CrdiloeT amerikisa da evropis

qveynebis kompaniebs, rac aiZulebs am qveynebis mewarme-

ebs gazardon sakuTari sawarmoebis mwarmoebluroba da

gaaumjobeson produqciis xarisxi.

iaponia

meore msoflio omis Semdeg iaponia, kunZulovani

saxelmwifo, romlis mosaxleobaa 127 mln, aRdga nangre-

vebidan da gaxda qveyana, romelsac ekonomikuri maCveneb-

lebiT meore adgili ukavia msoflioSi (2008 wels iaponi-

is mSp-ma Seadgina 4,9 trln aSS dolari), agreTve, iapo-

nia ,,oTxeulis~ erT-erTi yvelaze gavleniani wevria.

ukanaskneli 50 wlis ganmavlobaSi iaponiis swrafi ganvi-

Tareba nawilobriv aisaxeba mWidro urTierTobiT ekono-

mikis samrewvelo seqtors, sagareo vaWrobisa da mrewve-

lobis saministros Soris (ekonomikis, vaWrobisa da mrew-

velobis saministro). saministro iyenebda mTel Tavis

oficialur Zalauflebas, agreTve, araoficialur ber-

ketebs, raTa moexdina qveynis saukeTeso kompaniebis sa-

warmoo da sainvesticio strategiis swori mimarTule-

biT orientireba. magaliTad, meore msoflio omis Semdeg

saministrom rekomendacia misca iaponiis kompaniebs, dae-

bandebinaT saxsrebi mrewvelobis iseT sabazo dargebSi,

rogorebicaa: avtomSenebloba, foladis mrewveloba da

gemTmSenebloba. mas Semdeg, rac sxva qveynis kompaniebma,

agreTve, daiwyes aqtiurad moqmedeba am dargebSi, iaponi-

is tnk-ebma aqcenti gadaitanes avtomobilebis, sayofac-

xovrebo eleqtronikisa da sawarmoo mowyobilobebis

warmoebaze.

XXI saukunis dasawyisidan iaponiis ekonomikuri

zrdis tempi mniSvnelovnad Semcirda. 1990 wlidan dawye-

buli mSp-is zrdis saSualo — wliurma tempma Seadgina

1,3% (aSS-Si es maCvenebeli udris 3,5%-s, kanadaSi - 3%-s).

36

mravali eqsperti SeSfoTebulia imiT, rom iaponiis ro-

gorc ekonomikur, ise politikur sistemas ar SeuZlia

sakmaod swrafad eleqtronuli komerciis swraf ganvi-

TarebasTan dakavSirebiT msoflio ekonomikaSi mimdina-

re cvlilebebiTan Segueba. garda amisa, eqspertTa nawi-

li akritikebs iaponiis moqmed savaWro politikas arasa-

marTliani meTodebis gamoyenebisTvis, sagareo bazris

saeqsporto saqonlebis gayidvis mizniT, iyenebs ra amave

dros mravalricxovan arasatarifo barierebs imisaTvis,

rom SezRudos Siga bazarze saqonelTa importi.

avstralia da axali zelandia

avstralia da axali zelandia — es ekonomikuri

TvalsazrisiT tradiciulad ori Zlieri saxelmwifoa.

kulturuli memkvidreobis erTobis miuxedavad, am or

qveyanas Soris, aris mravali arsebiTi gansxvaveba. av-

straliis mosaxleoba Seadgens 21 mln kacs, romlis Ziri-

Tadi nawili cxovrobs 2,97 mln kvadratuli milis far-

Tobis teritoriaze. radgan kontinentis umetesi nawi-

lis klimati mSralia, avstraliis TiTqmis mTeli mosax-

leoba koncentrirebulia ufro notio sanapiro raio-

nebSi. avstralia mdidaria bunebrivi resursebiT, magram

amave dros ganicdis samuSao Zalis naklebobas. Sedegad,

praqtikulad saqonlis eqsportis mTeli moculoba, ro-

melic 2007 wels 100 mlrd evro, xolo importma 124

mlrd evro. eqsportSi ZiriTadad warmodgenilia: buneb-

rivi resursebi (oqro, rkinis madani, qvanaxSiri), agreTve,

sasoflo-sameurneo produqcia (Sali, xorci da xorba-

li) da sxv. aqve SevniSnavT, rom avstralia teritoriis

sididiT msoflioSi meeqvse adgilzea, masze modis msof-

lio farTobis 5,2%.

axali zelandiis oTxmilioniani mosaxleoba cxov-

robs or kunZulze — ufro mWidrod dasaxlebul Crdi-

loeT kunZulze da ufro Tvalwarmtac samxreT kunZul-

ze, romlis klimati arc iseTi zomieria, rogorc Crdi-

37

loeT kunZulis klimati. ekonomikaSi saxelmwifos Care-

vis Sewyvetis, agreTve, 1980-ian wlebSi saxalxo meurneo-

bis privatizaciis procesis ganxorcielebis Sedegad

axalma zelandiam moipova msoflioSi sabazro ekonomika-

ze orientirebuli politikis maqsimalurad gamoyenebi-

saken globaluri Semobrunebis erT-erTi lideris repu-

tacia. saqonliT vaWrobas gansakuTrebiT didi mniSvne-

loba aqvs qveynisTvis. eqsportis moculobam Seadgina

mSp-is 28%. axali zelandiis eqsportis naxevarze meti

modis saZovrebis gamoyenebis bazaze warmoebul produq-

ciaze. qveynis eqsportSi ZiriTad warmodgenilia: rZis

produqti, xorci da matyli. qveynebze, rogorebicaa av-

stralia, iaponia da aSS, axali zelandiis sagareo-savaW-

ro operaciaTa daaxloebiT naxevari modis.

,,oTxi vefxvi~. wynari okeanis azia _ msoflios

erT-erTi regionia, sadac mrewveloba viTardeba swrafi

tempiT. 1945 wlis Semdeg samxreT koream, taivanma, singa-

purma da hong kongma iseT did warmatebebs miaRwies, rom

isini msoflioSi erTad gaxdnen cnobili krebsiTi saxel-

wodebiT ,,oTxi vefxvi~. am qveynebs, axal industriul

qveynebsac uwodeben.

samxreT korea. koreis respublika, rogorc ufro

metad cnobilia saxelwodebiT ,,samxreT korea~, gaC-

nda ,,civi omis~ Sedegad, romelmac koreis naxevarkunZu-

li gayo or nawilad — komunistur CrdiloeT koread da

kapitalistur samxreT koread. 1953 wels koreis omis

dasrulebis Semdeg, samxreT korea gaxda msoflios erT-

erTi yvelaze swrafad ganviTarebuli qveyana.

2007 wels samxreT koreis saqonlis eqsportma 262

mlrd evro, xolo importma 253 mlrd evro Seadgina

(msoflio eqsportis 3,7 da importis 3,4%). qveynis mSp-ma

2008 wels 950 mlrd aSS dolari Seadgina. msoflios 500

umsxviles korporacias Soris 15 modis samxreT koreaze.

samxreT koreis ekonomikur ganviTarebas xeli Seuw-

yo mWidro TanamSromlobam qveynis mTavrobasa da koreis

38

ekonomikaSi gabatonebuli mdgomareobis mqone daaxloe-

biT ocdaaT kerZo saojaxo segments Soris.

mravali mimarTulebiT koreis mTavrobas hqonda

mcdeloba miyoloda iaponuri kompaniebis mier gakva-

lul gzas, kerZod, gamoeyenebina iseTi meTodebi, rogo-

rebicaa eqsportis xelSewyoba, ekonomikis saxelmwifo

marTva da qveynis industrializacia msxvili ekonomiku-

ri gaerTianebebis bazaze. samwuxarod, koreis ekonomiku-

ri zrda SeaCera savaluto krizma, romeslac adgili

hqonda aziis qveynebSi 1997-1998 wlebSi. am krizisis Sede-

gad qveyana waawyda seriozul finansur sirTuleebs.

zogierTma koreulma kompaniam gaakeTa Sesabamisi

dakveTebi da krizisidan gamovida kidev ufro mtkice da

moqnili ekonomikuri TvalsazrisiT. ase magaliTad, ko-

mapania Samsung-ma, SezRuda korporaciuli interesebis

sfero. kompaniis umaRlesma xelmZRvanelobam miiRo ga-

dawyvetileba imis Sesaxeb, rom kompaniis mTeli resursis

mimarTva moexdinaT eleqtromowyobilobebis warmoebaze.

amJamad kompania Samsung liderobs mexsierebis mikros-

qemebis, monitorebis, DVD-pleerebis, mobiluri tele-

fonebis da sxvadasxva bazarze. miuxedavad amisa, krizi-

sidan gamosvlis procesi iyo sakmaod mtkivneuli, radgan

kompania Samsung-is xelmZRvanelobas mouxda Tavisi mu-

Sakebis TiTqmis naxevris ganTavisufleba, agreTve, gaeyi-

da is qvedanayofebi, romlebic dakavebulebi iyvnen kom-

paniisTvis meorexarisxovani mniSvnelobis mqone saqmia-

nobis mimarTulebebiT. sxva kompaniebic, iseTebi, rogo-

rebic arian Hyundai da Daewoo, axlac awarmoeben brZo-

las TavianTi yofili didebis aRsadgenad. maT imperiebis

zogierTi qvedanayofi miyides ucxoel mflobelebs,

sxvebi TavianT beds elodebian sasamarTloebSi gakotre-

bis Sesaxeb saqmeebis ganxilvisas.

taivani. taivani, romelic xSirad moxseniebulia,

rogorc CineTis respublika, patara saxelmwifoa, rom-

lis mosaxleoba Seadgens 22 mln kacs. ekonomikis ZiriTa-

39

di komponentis saxiT kerZo saojaxo kompaniebis gamoye-

nebam agreTve, saeqsporto vaWrobaze orientaciam saSua-

leba misca taivans gamxdariyo erT-erTi qveyana, rome-

lic ukanaskneli sami aTaswleulis ganmavlobaSi ukavia

lideris pozicia msoflioSi ekonomikuri zrdis tempe-

bis mixedviT: drois am monakveTis ganmavlobaSi qveynis

ekonomikuri zrdis saSualo wliurma maCvenebelma Sead-

gina 8%-ze meti. msoflios 500 umsxviles korporacias

Soris 5 modis taivanze

taivanis ekonomikuri ganviTarebis tempi imdenad

didi iyo, rom am qveyanas ukve ar SeeZlo ewarmoebina kon-

kurentuli brZola, rogorc dabalanazRaurebadi samu-

ao Zalis gamoyenebisas bazaze moqmedi samrewvelo cenrs.

swored amitom taivanuri kompaniebi bolo dros TavianT

Zalisxmevas mimarTavdnen ekonomikis ufro momgebian

dargebze, romlebic iZlevian saSualebas arsebiTad iq-

nes gazrdili dabandebuli resursebis Rirebuleba (ma-

galiTad, avtomobilebis gamoSvebasa da eleqtromowyo-

bilobebis warmoebaze). miuxedavad amisa, es kompaniebi

uwindeliviT saWiroebdnen dabalanseburad muSaobas. Ci-

neTsa da taivans Soris urTierTobebis problemebis miu-

xedavad, taivanis kompaniebi sul ufro met saxsrebs aban-

debdnen CineTis teritoriaze arsebul qarxnebSi, raTa

hqondeT ase aucilebeli dabalansebulad samuSao Zal-

Tan wvdoma.

singapuri. britaneTis yofili kolonia singapuris

respublika patara kunZulovani saxelmwifoa. imisaTvis,

rom daeZlia qronikuli umuSevroba, romelmac moicva

qveyana 1965 wels damoukideblobis mopovebis Sedegad,

singapuris mTavroba Tavidanve gansakuTrebul mniSvne-

lobas aniWebda mrewvelobis Sromatevadi dargebis gan-

viTarebas. msgavsi ekonomikuri politika aRmoCnda im-

dnad warmatebuli, rom male singapuri gadavida ekonomi-

kis ufro momgebian dargebze, iseTebze, rogoricaa nav-

Tobis gadamuSaveba da madnis qimiuri gamdidreba, agreT-

40

ve, maralteqnologiur dargebze, iseTebze, rogoricaa

bioteqnologiuri da kompiuterebis warmoeba. 4,5 mln-ia-

ni singapuri amJamad ganicdis samuSao Zalis naklebobas.

singapuri mniSvnelovan warmatebebs aRwevs reeq-

sportis mimarTulebiT. singapuris kompaniebi moxerxe-

bulad sargeblobdnen SesaniSnavi saporto nagebobebisa

da mowyobilobebis upiratesobebiT da iyenebdnen maT

ucxouri saqonlis Semosatanad SemdgomSi am saqonlis

sxva qveynebSi (kerZod, mezobel malaiziaSi) gataniT.

garda imisa, rom singapuri aris navTobis gadamuSavebis

centri da mniSvnelovani porti, is kvalificur finansur

momsaxurebasa da kavSirgabmulobis sistemaTa sferos

sTavazobs wynari okeanis auzis qveynebs. singapuri male

gaxdeba maRali teqnologiebis regionuli centri.

singapuri msoflios erT-erTi umsxvilesi eqspor-

tioria. 2007 wels singapuris saqonlis eqsportis mocu-

lobam 212 mlrd evro, xolo importma — 181 mlrd evro

Seadgina (msoflio eqsportis 3% da importis 2,4%). sin-

gapuris mSp-ma 2008 wels 182 mlrd aSS dolari Seadgina.

msoflios 500 umsxviles korporaciaTa Soris masze mo-

dis mxolod 1.

hong kongi. 1860 wels didma britaneTma Tavis daq-

vemdebarebaSi miiRo qalaqi kouluni CineTis kontinen-

tur nawilze, xolo 1898 w. mas 99 wliT usasyidlo ijariT

gadaeca materikis nawili, romelic cnobilia~ axali te-

ritoriebis~ saxelwodebiT. ijaras vada gauvida 1997

wlis 1 ivliss. am dRes CineTma kvlav miiRo politikuri

kontroli hong kongze. CineTis mTavrobam hong kongs mi-

aniWa gansakuTrebuli administraciuli regionis sta-

tusi. aseTi statusi hong kongisTvis uzrunvelyofs av-

tonomiurobis sakmaris xarisxs. hong kongs gaaCnia saku-

Tari kanonmdebloba, sargeblobs ekonomikuri damouki-

deblobiT, gaaCnia Tavisufali portis statusi da iye-

nebs calkeul sagadasaxado sistemas. qveyana yvela am

privilegiiT isargeblebs 2047 wlamde..

41

Rrma, daculi navsadguris irgvliv mdebare hon-

kongi TamaSobs ,,fanjris~ rols, romelic xsnis gzas Ci-

neTis nawilze; swored amitom is Zalze mimzidvelia sa-

erTaSoriso biznesisaTvis. hong kongis mier dakavebul

mcire teritoriaze cxovrobs TiTqmis 7 mln adamiani,

rac uzrunvelyofs maRalganviTarebuli, maRalproduq-

tiuli samuSao Zalis miwodebas mrewvelobis iseTi dar-

gebisTvis, rogoricaa safeiqro dargebisa da eleqtro-

mowyobilobebis warmoeba. garda amisa, hong kongi saban-

ko da safinanso momsaxurebas sTavazobs aRmosavleT

aziis qveynebis umravlesobas. hong kongis mosaxleobis

saerTo kulturis maRali donis, agreTve, qveynis xel-

sayreli geografiuli mdebareobis Sedegad iqca is faq-

ti, rom hong kongis mewarmeebi mraval SemTxvevaSi saSua-

mavlo momsaxurebebs sTavazoben CineTTan biznesis war-

moebis msurvel mTeli msoflios kompaniebs.

hong kongSi warmatebiT moqmedebs tvirTgadasac-

leli werti CineTidan momavali tranzituli tvirTebi-

saTvis. hong kongis porti saqonls iRebs CineTidan, rom-

lis Semdeg amzadebs maT gadasatvirTad msoflios sxva

qveynebSi da piriqiT.

2007 wels hong-kongis saqonlis eqsportis mocu-

lobam 247 mlrd evro, xolo importma — 250 mlrd evro

Seadgina (msoflio eqsportis 3,5% da importis 3,3%).

hong kongis mSp-ma 2008 wels 215 mlrd aSS dolari Sead-

gina.

CineTi

CineTi 1,346 mlrd mosaxleobiT (msoflio mosaxle-

obis 19,5%) aris yvelaze udidesi qveyana msoflioSi.

garda amisa, CineTi — erT-erTi uZvelesi saxelmwifoa,

romelmac gamoiara rigi imperatorebis mmarTveloba. sa-

moqalaqo omma SesaZlebeli gaxada iaponiis SeWra CineTSi

1931 wels. meore msoflio msoflio omis dasasruls ia-

ponlebis gandevnis Semdeg samoqalaqo omi ganaxlda, sa-

42

boloo angariSiT 1949 wels mao Zedunis komunisturma

Zalebma daamarcxes nacionalisturi armia.

maos gardacvalebis Semdeg, 1976 wels CineTis mTav-

robis mier miRebul iqna qveynis ganviTarebis programa

SezRuduli Tavisufali bazris proncipiT. soflis me-

urneobaSi nawilobriv iqna aRdgenili kerZo sakuTreba,

xolo mewarmeebs miecaT ufleba, gaexsnaT mcire kompani-

ebi, iseTebi, rogorebicaa restornebi an msubuqi mrewve-

lobis sawarmoebi. ucxour kompaniebs neba daerTo gaex-

snaT erToblivi sawarmoebi Cinur firmebTan. yvela am

reformis Sedegad mkveTrad gaizarda CineTis ekonomika-

Si pirdapiri ucxouri investiciebis moculoba, ramac

miiyvana qveyna swraf ekonomikur ganviTarebamde, agreT-

ve, politikuri Tavisuflebis miRebaze Cineli xalxis

imedebis aRorZinebamde.

CineTi midis Tavisi ganviTarebis unikaluri gziT.

CineTi atarebs Tavisufal bazarze orientirebul poli-

tikas. saxelmwifo sawarmoebi, romelbic cnobilni arian

TavianTi dabali mwarmoeblurobiTa da iaffasiani na-

yalbevebiT, ibrZvian gadarCenisaTvis. 1998 wlidan dawye-

buli, am sawarmoebidan ganTavisuflebul iqna 28,5 mln

muSaki, ramac gamoiwvia mTel qveyanaSi socialuri mRel-

vareba da politikuri arastabiluroba. meore mxriv, Ci-

neTis ekonomikis aqtiurad moqmedma kerZo seqtorma mi-

ipyro mTeli msofliodan mravali kompaniis yuradReba.

qveyanaSi pirdapiri ucxouri investiciebis moculoba

mkveTrad gaizarda 1992 wlis Semdeg. gansakuTrebul yu-

radRebas imsaxurebs ganviTarebuli qveynebis tnk-ebis

mier CineTis ekonomikaSi Cadebuli mzardi investiciebi.

es investorebi CineTs aRiqvamdnen, rogorc Sromismoyva-

re, dabalanazRaurebadi samuSao Zalis — saqonlis wya-

ros, romelic sul ufro iSviaTi xdeba maT qveynebSi. uka-

naskneli drois ganmavlobaSi CineTis qalaqebma ganica-

des mZafri ekonomikuri ganviTareba, rac ar SeiZleba iT-

qvas qveynis sasoflo raionebze, sadac cxovrobs daax-

43

loebiT 900 mln kaci. CineTis soflisa da qalaqis mosax-

leobis cxovrebis dones Soris gazrdili wyvetilobis

aRmofxvra, warmoadgens erT-erT ZiriTad amocanas, rom-

lis gadaWra mouwevT CineTis liderebs.

CineTi msoflios pirveli umsxvilesi eqsportiori

qveyanaa 2009 wlidan da warmoadgens metad mzard savaW-

ro-ekonomikur da politikur Zalas. CineTi erTaderTi

mniSvnelovani gamowvevaa ganviTarebuli qveynebis glo-

balur savaWro-ekonomikur urTierTobebSi. aRniSnuli

qveynebis Ria ekonomika da liberaluri savaWro politi-

ka didad uwyobs xels CineTis eqsportis zrdas da, Sesa-

bamisad, mis socialur-ekonomikur ganviTarebas. vaWro-

bis msoflio organizaciaSi CineTis miReba, marTlac,

mniSvnelovani win gadadgmuli nabijia msoflio vaWrobis

ganviTarebisa da srulyofis mimarTulebiT.

2009 wels CineTis saqonlis eqsportis moculobam

1431 mlrd aSS dolari, xolo importma — 1133 mlrd aSS

dolari Seadgina. CineTis mSp-ma 2008 wels 4,4 trln aSS

dolari, xolo 2009 wels 4,9 trln aSS dolari Seadgina

anu miuxedavad msoflio finansuri krizisisa, misi mSp wi-

na welTan SedarebiT gaizarda 8,7%-iT. msoflios 500 um-

sxviles korporaciaTa Soris 30 modis CineTze.

indoeTi

indoeTis mosaxleobis raodenobiT (1,189 mlrd ka-

ci) meore adgili ukavia msoflioSi. indoeTi britaneTis

imperiaSi Sedioda 1947 wlamde. 1971 wels indoeTis ax-

ladwarmoqmnilma saxelmwifom gadmoiRo britaneTis sa-

xelmwifo sistemis mravali niSani, maT Soris, marTvis sa-

parlamento sistema, damoukideli sasamarTlo organoe-

bis Zlieri sistema da sxv. meore msoflio omis Semdeg

qveyanaSi batonobda saxelmwifo sakuTreba, ekonomikis

ZiriTadi dargebis sawarmoebze, maT Soris energetikuli

mrewvelobis kompaniebze, satransporto kompaniebsa da

mrewvelobis sawarmoebze. saxelmwifo sakuTreba gaxda

44

qveynis ekonomikur ganviTarebaze mimarTuli indoeTis

mTavrobis moqmedebaTa sakvanZo elementi.

indoeTis biurokratiuli aparati SeiZleba aRmoC-

ndes metad Semaferxebeli am qveyanaSi biznesis warmate-

biT sawarmoeblad. 1991 wlamde, indoeTis mTavroba ar ax-

denda ucxour investiciebis waxalisebas, iZleoda ra

mxolod indoeTis sawarmoebis aqciebiT flobis uflebas.

agreTve, Tavs axvevda ra sxva damamZimebel moTxovnebs,

magaliTad, 1970-iani wlebidan qveynis bazarze produq-

ciis gayidvisTvis pirobis saxiT kompanias koka-kolas

Txovdnen gamagrilebeli sasmelis formulis saidumlos

gacemas. kompaniam uari Tqva am pirobaze da amjobina am

bazris datoveba. SemdgomSi, 1991 wels ekomonikuri re-

formebis Semdeg, romlebic wamoiwyo indoeTis premier

ministrma, gaxsnes adgilobrivi bazari ucxouri kompani-

ebisaTvis, Sesabamisad koka-kolam kvlav SeaRwia indoe-

Tis bazarze. am reformebis gatarebis Sedegad, Semcire-

bul iqna savaWro SezRudvebi, gaixsna indoeTi pirdapiri

ucxouri investiciebis mzardi nakadisTvis, agreTve gan-

xorcielebuli iqna qveynis finansuri seqtoris reforma.

reformebis Sedegad indoeTSi Sevida didi raode-

nobiT pirdapiri ucxouri investiciebi, ZiriTadad “oT-

xeulis~ qveynebis tnk-dan. qveynis mSp-is zrdis saSualo

wliurma maCvenebelma Seadgina 6% periodisTvis, romel-

mac ganvlo reformebis dawyebidan. saxelmwifo politi-

kis arasakmarisi gamWvirvaloba did gaugebrobebSi aye-

nebs ucxour investorebs.

2008 wels indoeTis saqonlis eqsportis moculobam

182 mlrd aSS dolari, xolo importma — 316 mlrd aSS do-

lari Seadgina. indoeTis mSp-ma 2008 wels 1,2 trln aSS

dolari Seadgina. msoflios 500 umsxviles korporacia-

Ta Soris 7 modis indoeTze.

avRaneTi da centraluri aziis respublikebi

avRaneTsa da centraluri aziis 5 respublikas: ya-

zaxeTs, uzbekeTs, tajikeTs, TuqmeneTsa da yirgizeTs

45

mravali saerTo maxasiaTebeli aqvs. am qveynebSi Warbobs

mTebi da udabnoebi, Sesabamisad isini Zalze ganicdian

saxnavi miwebis naklebobas. Semosavali erT sul mosaxle-

ze Zalian dabalia. sawvavis vrceli maragebi SeiZleba vi-

povoT centraluri aziis mTel teritoriaze, gansakuT-

rebiT yazaxeTsa da TurqmeneTSi. yvela am qveynisaTvis

damaxasiaTebelia ruseTis mniSvnelovani roli sagareo

urTierTobebSi

samxreT—aRmosavleT aziis qveynebi

aziis teritoriaze ganlagebulia didi raodenobiT

sxva qveynebi, romlebic imyofebian ekonomikuri ganviTa-

rebis sxvadasxva stadiaze. gansakuTrebul yuradRebas

imsaxureben iseTi qveynebi, rogoricaa tailandi, malai-

zia da indonezia _ qveynebi, romlebsac hyavdaT dabala-

nazRaurebadi samuSao Zala da romlebic iqcnen mniSvne-

lovani moculobis pirdapiri ucxouri investiciebis

mimRebad. iaponiaSi samuSao Zalaze danaxarjebis zrdam

aiZula mravali iaponuri tnk-ebi am sami qveynis terito-

riaze aegoT qarxnebi, romlebSic dabali danaxarjebiT

iwarmoeba detalebi da kvanZebi, romelTa miwodeba xdeba

mSobliur sawarmoebSi iaponiaSi. aSS-sa da evropis qvey-

nebis tnk-ebi, agreTve, iyeneben am qveynebs sawarmoo baz-

ris saxiT. pirdapiri ucxouri investiciebis gamoyenebiT

gamoSvebuli produqciis eqsportis Sedegad swrafad ga-

izarda tailandis, malaiziisa da indoneziis ekonomika.

1980-1995 wlebSi am qveynebis mSp-is zrdis saSualo wli-

urma maCvenebelma Seadgina 7%. amasTan1997-1998 wlebis

savaluto krizisma didi zarali miayena am qveynebs, yve-

laze mZime dartyma miadga indonezias.

2007 wels tailandis saqonlis eqsportma 109 mlrd

evro, malaiziis — 125 mlrd evro, indoneziis ki — 81

mlrd evro Seadgina, xolo tailandis importma 99 mlrd

evro, malaiziis — 101 mlrd evro, indoneziis — 53 mlrd

evro Seadgina. tailandis mSp-ma 274 mlrd aSS dolari, ma-

46

laiziis — 222 mlrd aSS dolari, xolo indoneziis — 511

mlrd aSS dolari Seadgina.

2.5. afrikis da axlo aRmosavleTis

qveynebis bazrebi

afrikas ukavia dedamiwis saerTo farTobis daaxlo-

ebiT 22%; es kontinenti mdidaria bunebrivi resursebiT.

egvipte mdebareobs afrikis kontinentis Crdilo—aRmo-

savleT nawilSi, regionis sazRvarze, romelic cnobilia

saxelwodebiT ,,axlo aRmosavleTi~.

afrika

afrikis kontinentze 54 qveyanaa, romelTa mosaxle-

obis erToblivi raodenoba 815 mln-s aRemateba. XIX sau-

kunis bolos afrikis didi nawili kolonizebul iqna ev-

ropis uZlieresi zesaxelmwifoebis mier (iseTebis, ro-

gorebicaa belgia, safrangeTi, germania, italia, portu-

galia, espaneTi da didi britaneTi), romlebsac sWirde-

bodaT strategiuli samxedro miznebis miRweva an Sida-

politikuri moTxovnebis dakmayofileba. kolonializ-

mis talRam sapirispiro moZraoba 1950—iani wlebis Sua

periodSi daiwyo, rodesac evropis zesaxelmwifoebma er-

Timeoris miyolebiT dakarges kontroli TavianT kolo-

niebze. kolonializmis kvali afrikaSi dRemde rCeba, rac

uSualod aisaxeba saerTaSoriso biznesis SesaZleblo-

bebze. magaliTad, iseTi qveynebi, rogorebicaa Cadi, nige-

ria da kot—d’ivuari (spilos Zvlis napiri), inarCuneben

mWidro ekonomikur da kulturul kavSirebs safrangeT-

Tan. es qveynebi TavianT erovnul valutas ukavSirebdnen

safrangeTis valutas, dRes ki - evros. agreTve, emxrobi-

an marTvisa da ganaTlebis sistemebis, samarTlebrivi

sistemis organizaciis frangul principebs. am kavSire-

bis wyalobiT, frangul samrewvelo kompaniebs, safinan-

47

so dawesebulebebsa da servisul kompaniebs lideris po-

ziciebi ukaviaT am qveynebTan saerTaSoriso vaWrobaSi.

analogiuri situacia Camoyalibda keniaSi, zimbabvesa da

samxreT afrikis respublikebSi: am qveynebis saxelmwifo

dawesebulebaTa muSaoba modelirebulia britanuli ni-

muSis mixedviT, rac britanul kompaniebs aniWebs garkve-

ul upiratesobebs maT bazrebze.

afrikis qveynebis ekonomika metwilad eyrdnoba bu-

nebrivi resursebis gamoyenebas. navTobis mopoveba iZle-

va mSp-is naxevars iseT qveyanaSi, rogoricaa angola, ga-

boni, da nigeria, alJiris mSp-is naxevars. soflis meurne-

obas, agreTve, didi mniSvneloba aqvs afrikis mravali

qveynis ekonomikisaTvis. am qveynebidan zogierTSi sa-

soflo-sameurneo produqcia warmoadgens eqsportis Zi-

riTad nawils. magaliTad, iseTi produqtebis wilze, ro-

gorebicaa yava, kakao da palmis zeTi, modis kot-d’ivua-

ris eqsportis ZiriTadi nawili. afrikis qveynebis umrav-

lesobis macxovreblebi upiratesad dasaqmebulni arian

soflis meurneobaSi. aseTi qveynebis ricxvs miekuTvneba

gambia, mozambiki, siera-leone, tanzania da zambia.

mravali eqsperti darwmunebulia imaSi, rom XXI

aTaswleulSi swored samxreT afrika daikavebs kontinen-

tze gabatonebul mdgomareobas ekonomikuri maCveneble-

bis mixedviT, agreTve, imaSi, rom swored es qveyana gaxde-

ba mTeli qveynis ekonomikuri ganviTarebis mamoZravebe-

li Zala. samxreT afrikas gaaCnia nayofieri miwebi da oq-

ros, almasis, qromisa da platinis mdidari sabadoebi.

araerTi tnk samxreT afrikas iyenebda biznesis sawarmo-

eblad afrikis kontinentze 1970-ian wlebamde, rodesac

gaerom SemoiRo savaWro sanqciebi am qveynis winaaRmdeg.

am sanqciebis SemoRebis aucilebloba gaCnda aparteidis

politikis (Savkanianebad, TeTrkanianebad da azielebad

qveynis xalxis gayofis) gamo, romelsac atarebda qveynis

mTavroba. saerTaSoriso Tanamegobrobis mxridan aseTi

sagareo zewolis Sedegad 1994 wels samxreT afrikis

48

mTavroba iZulebuli gaxda qveynis yvela moqalaqisTvis

mieniWebina Tanabari saarCevno ufleba. 1994 wlis maisSi,

samxreT afrikis istoriaSi pirveli arCevnebis dros,

romlebSic monawileoba miiRo yvela moqalaqem, maTi ra-

sobrivi kuTvnilebis miuxedavad, qveynis prezidentad

arCeul iqna nobelis laureati nelson mandela.

2008 wels samxreT afrikis saqonlis (upiratesad,

sasargeblo wiaRiseulis) eqsportis moculoba mSp-Tan

(277 mlrd aSS dolari) Seadgina 26%.

samxreT afrikis saqonlis eqsportis moculobam

2007 wels 46 mlrd evro, xolo importma — 68 mlrd evro

Seadgina (msoflio eqsportis 0,6 da importis 0,9%).

axlo aRmosavleTi

axlo aRmosavleTi moicavs teritorias samxreT—dasavleT aziasa da Crdilo—aRmosavleT afrikas Soris.

am regions uwodeben civilizaciis erT-erT akvans, rad-

gan swored mis teritorias ukavSirdeba pirvelad msof-

lioSi glexuri meurneobebi, qalaqebi, mTavrobebi, ka-

nonTa krebuli da damwerloba. garda amisa, es regioni

iyo msoflios rigi ZiriTad religiebis, maT Soris, qris-

tianobis, iudaizmis da islamis aRmocenebis adgili. ax-

lo aRmosavleTis istoria — es konfliqtebisa da poli-

tikuri arastabilurobis istoriaa. XX saukunis II naxev-

ris ganmavlobaSi am regionma gadaitana omebi israel—arabeTis, iransa da erays Soris da ori omi sparseTis yu-

reSi. am omebma metismetad sariskod aqcia biznesis war-

moeba axlo aRmosavleTSi.

bolo wlebSi saudis arabeTs pirveli adgili ukavia

axlo aRmosavleTSi mSp-is odenobiT, romlemac 2008

wels Seadgina 482 mlrd aSS dolari. SedarebisaTvis is-

raelis mSp-ma 202 mlrd aSS dolari Seadgina, magram erT

sul mosaxleze Semosavali gacilebiT maRalia, vidre sa-

udis arabeTSi.

49

axlo aRmosavleTSi ganlagebulia navTobiT mdida-

ri qveynebi, magaliTad, saudis arabeTSi navTobis warmo-

ebas moaqvs mSp-is 40% da eqsportidan Semosavlebis saer-

To moculobis 90%. navTobiT mdidar axlo aRmosavle-

Tis zogierT qveyanas aqvs sakuTari ekonomikis diversi-

ficirebis mcdeloba raTa uzrunvelyos ,,cxovreba nav-

Tobis Semdeg~. quveiTSi navTobis gayidvidan miRebuli

Semosavali gamoiyeneba investiciaTa STambeWdavi por-

tfelis formirebisaTvis. dubai, arabTa gaerTianebuli

saemiroebidan erT-erTi, ucxoel investorebs sTavazobs

Tavisufali vaWrobis zonis yvela upiratesobas, agreTve,

SesaniSnav infrastruqturasa da arabeTis regionebSi sa-

qonlis warmoebisa Tu eqsportisaTvis.

SedarebisaTvis saudis arabeTis saqonlis eqspor-

tis moculobam 2007 wels 138 mlrd evro, xolo importma

— 66 mlrd evro Seadgina (msoflio eqsportis 1,9 da im-

portis 0,9%).

2.6. samxreT amerikis qveynebis bazrebi

samxreT amerikis 13 qveyanas aqvs saerTo politiku-

ri istoria, gaaCniaT mravali saerTo ekonomikuri da so-

cialuri problema. 1494 wels koloniebze privilegiebi

ganawilda portugalias, romelmac miiRo brazilia da

espaneTs Soris, romelmac miiRo kontinentis mTeli da-

narCeni nawili. espanelma da portugalielma koloniza-

torebma daipyres adgilobrivi mosaxleoba, miiTvises ma-

Ti oqrosa da vercxlis sabadoebi da sxv. simdidre. xolo

maTi mindvrebi aqcies Saqris, Warxlis, Tambaqosa da kaka-

os plantaciebad. XVIII saukunis bolosTvis evropis am

ori zesaxelmwifos zegavlena samxreT amerikis koloni-

ebze Sesustda. bolos koloniebma erTimeoris miyole-

biT moipoves damoukidebloba. 1825 wels espaneTis dro-

Sa frialebda mxolod kubaze. magram TviT damoukideb-

50

lobis miRebis faqti ar niSnavda kontinentze arsebuli

yvela problemis gadaWras. samxreT amerikis mraval qve-

yanaSi didi uTanasworoba iyo Semosavlebis ganawilebaSi,

mosaxleobis farTo masa siRaribeSi cxovrobda. konti-

nentze aseTma mdgomareobam Sedegad moitana politiku-

ri arastabiluroba da aqedan gamomdinare, reformebis

Catarebis gardauvali aucilebloba.

mTeli omisSemdgomi periodis ganmavlobaSi sam-

xreT amerikis umravlesi qveynis mTavroba emxroboda im-

portis Canacvlebis politikas, rogorc ekonomikuri

ganviTarebis ZiriTad gzas. aseTi midgoma gulisxmobs

adgilobrivi mrewvelobis ganviTarebis stimulirebas,

saqonlis importis SezRudvas sxvadasxva saxiT _ sata-

rifo da arasatarifo barierebiT. meTodiT, romelic

Tavisi arsiT importis Canacvlebis sawinaaRmdegoa — eq-

sportis xelSewyoba, qveyana aRwevs ekonomikur zrdas.

ekonomikuri ganviTarebisadmi aseTi midgoma warmatebiT

iqna aprobirebuli taivanSi, hong kongsa da singapurSi.

amave dros samxreT amerikis qveynebis ekonomikis

dargebis umravlesobisaTvis Siga bazari Zalze pataraa

imisaTvis, rom masze SeiZlebodes ekonomiis miReba mas-

Stabidan seriuli warmoebis gamoyenebis saSualebiT.

garda amisa, adgilobrivi bazrebis SezRuduloba ar iZ-

leva samamulo mwarmoeblebs Soris konkurentuli brZo-

lis gamwvavebis saSualebas, rasac mivyavarT Siga bazarze

warmoebul saqonelze fasebis matebamde, sxva bazrebze

amave saqonlze fasebTan SedarebiT. importis SezRudvis

politikas sargebeli moaqvs im samamulo kompaniebisTvis,

romlebic awarmoeben konkurentul brZolas ucxour

kompaniebTan, magram igive politika amcirebs qveynis sa-

eqsporto kompaniebis SesaZleblobebs msoflio bazreb-

ze konkurenciis kuTxiT, radgan am kompaniebs uxdebaT

sakuTari produqciis sawarmoeblad maT ucxoel konku-

rentebTan SedarebiT ufro ZviradRirebuli sawyisi re-

sursebis gamoyeneba. aseT SemTxvevaSi mTavrobas uxdeba

51

aseTi kompaniebis saqmianobis subsidireba, xolo mraval

SemTxvevaSi — maTi nacionalizacia, raTa SeinarCunos sa-

muSao adgilebi. didi danaxarjebi, romelTa gaweva xdeba

aseTi midgomisas, daekisreba gadasaxadis gadamxdelebsa

da momxmareblebs saqonelze gazrdili fasebis saxiT.

magram droTa ganmavlobaSi mTavroba mainc awydeba biu-

jetis deficitis problemis gadaWris aucileblobas. Se-

degad xdeba inflacia da saSualo klasis danazogebis ga-

ufasureba.

1980-iani wlebis bolos samxreT amerikis mravalma

qveyanam moaxdina ekonomikuri zrdis stimulireba kerZo

mewarmeobisa da Tavisufali vaWrobis mxardaWeriT, amas-

Tanave, gatarebulma reformebma gazarda kontinentis

mimzidveloba aSS-is, evropisa da aziis tnk-ebisaTvis

ekonomikurma da politikurma krizisebma axali aTaswle-

ulis dasawyisSi moicva samxreT amerikis mravali qveyana.

samxreT amerikis fizikuri geografia did zegavle-

nas axdens am kontinentze saerTaSoriso biznesis saqmia-

ni operaciebis warmoebaze. andebi arTulebs saqonlis

transportirebas samxreT amerikis wynari okeanis sanapi-

ro zolis qveynebsa da kontinentis siRrmeSi mdebare me-

zobel qveynebs Soris.

samxreT amerikis mTavarma qveyanam, maT Soris, ar-

gentinam, braziliam da Cilem miiRes importis Canacvle-

bis msgavsi politika, romelic kargad iyo mofiqrebuli,

magram, saboloo angariSiT, aRmoCnda ukiduresad des-

truqciuli. unda aRiniSnos, rom 1980—iani wlebis bolos

am qveynebis mTavrobebma daiwyes politikis mkveTrad

Secvala. gatarebuli reformebis CarCoebSi dadebul iq-

na Tavisufali vaWrobis Sesaxeb SeTanxmebebi mezobel

qveynebTan, privatizebul iqna mrewvelobis sxvadasxva

dargebi. garda amisa, am qveynebis kompaniebma daiwyes mo-

nawileoba konkurentul brZolaSi saerTaSoriso baz-

rebze. magaliTad, Cile amJamad SeiZleba mivakuTvnoT

qveynebis ricxvs, romelTa ekonomika maqsimalurad ori-

52

entirebulia Tavisufal bazarze. samwuxarod, aseTi po-

litikis gatarebis Sedegad momxdari 1990-iani wlebis

ekonomikuri bumis miuxedavad, axali aTaswleulis da-

sawyisSi samxreT amerikis zogierTi qveynis ekonomikuri

mdgomareoba Zlier Seirya. qveynebis ricxvSi, romlebic

2000 wlis Semdeg waawydnen seriozul ekonomikur da po-

litikur problemebs, Sedian argentina, brazilia, ko-

lumbia da venesuela.

brazilia teritoriis sididiT msoflios mexuTe,

argentina — merve, kolumbia — 26-e, xolo venesuela — 33

qveyanaa. aseve mosaxleobis raodenobiT brazilia msof-

lios mexuTe qveyanaa.

2008 wels braziliis mSp-ma 1,6 trln aSS dolari, ar-

gentinis — 326 mlrd aSS dolari, kolumbiis — 241 mlrd

aSS dolari, xolo venesuelis _ 319 trln aSS dolari.

umsxvilesi eqsportioria brazilia, romlis eqsportma

2007 wels 114 mlrd evro, xolo importma — 95 mlrd evro

Seadgina (msoflio eqsportis 1,6% da importis 1,3%).


1. daaxasiaTeT saerTaSoriso biznesSi CrdiloeT ameri-

kis, rogorc erT-erTi ZiriTadi bazris da saqmiani

centris roli;

2. daaxasiaTeT saerTaSoriso biznesSi dasavleT evro-

pis, rogorc erT-erTi ZiriTadi bazris da saqmiani aq-

tivobis centris roli da mniSvneloba;

3. ra roli aqvs evros saerTaSoriso biznessa da anga-

riSsworebaSi?

4. gaaanalizeT aRmosavleT da centraluri evropis

postkomunisturi qveynebis winaSe arsebuli socia-

lur-ekonomikuri problemebi;

53

5. daaxasiaTeT saerTaSoriso biznesSi aziis, rogorc

erT-erTi ZiriTadi mzardi bazris da saqmiani cen-

tris roli;

6. gaaanalizeT afrikis qveynebis winaSe arsebuli rTu-

li problemebi;

7. gaaanalizeT axlo aRmosavleTisa da samxreT amerikis

qveynebis winaSe arsebuli problemebi.

8. Tqveni azriT, ra aris ukeTesi : ganviTarebadi qveyne-

bisTvis finansuri da humanitaruli daxmarebis gaweva,

Tu maTTan vaWrobis gafarToeba?

9. romelma mxarem unda gadawyvitos, Tu rogor unda iq-

nes gamoyenebuli saerTaSoriso Tanamegobrobis dax-

mareba: daxmarebis gamRebma Tu mimRebma qveyanam?

10. romeli qveynebi Sedian ,,sameulis~ SemadgenlobaSi?

romeli qveynebi Sedian ,,oTxeulis~ SemadgenlobaSi,

ratom aqvT maT aseTi didi roli saerTaSoriso biz-

nesSi?

11. daaxasiaTeT aSS-is roli saerTaSoriso biznesSi?

12. daaxasiaTeT evrokavSiris roli saerTaSoriso biz-

nesSi?

13. aRwereT bunebrivi resursebisa da soflis meurneo-

bis roli afrikis qveynebis ekonomikaSi;

14. ra RonisZiebebi unda gaataron afrikis qveynebma, ra-

Ta moizidon ufro meti pirdapiri ucxouri investi-

cia?

15. gaaanalizeT saqarTvelo da saerTaSoriso biznes-

saqmianobis ZiriTadi centrebi, maTi problemebi da

perspeqtivebi.

literatura:

1. Sengelia T., globaluri biznesi, Tb., 2010; 2. Die EU in der Welt. Die Außenpolitik der Europäischen Union.

Europäische Kommission, Luxemburg, 2007;

54

3. Europa von A bis Z : Taschenbuch der europäischen Integration / Bpb, Bundeszentrale für Politische Bildung.Werner Weidenfeld/Wolfgang Wessels (Hrsg.). Bonn : Bpb. 2009;

4. Eurostat. Statistische Bücher. Europa in Zahlen. Eurostat Jahrbuch 2007. Europäische Gemeinschaften, 2007;

5. Eurostat. Statistische Bücher. Europa in Zahlen. Eurostat Jahrbuch 2008. Europäische Gemeinschaften, 2008.;

6. Гриффин Р., Пастей М., Международный Бизнес, М. 2006; 7. Деннелс Дж. Д. Радеба Л. Х. Международный бизнес. М.,

1994; 8. Международные валютно-кредитные и финансовые отношения.

Под ред. проф. Л. Н. Красавиной. М., Финансы и статистика, 2003;

9. Мировая экономика и международный бизнес. Учебник. Поляков В.В., Щенин Р.К. М. ,,КноРус’’, 2008;

10. Черенков В.И. Международный бизнес. 3-е изд., Феникс, 2006; 11. Чиненов М.В. Основы международного бизнеса: Организаци-

онные основы, инфраструктура, тактика и стратегия. КноРус, 2009.

55

Tavi III

saerTaSoriso biznesis garemo


1. saerTaSoriso biznesis garemos arsi da saxeebi;

2. gare faqtorebis struqtura;

3. saerTaSoriso biznesis samarTlebrivi garemo;

4. saerTaSoriso biznesis politikuri garemo;

5. saerTaSoriso biznesis ekonomikuri garemo;

6. saerTaSoriso biznesis teqnologiuri garemo;

7. saerTaSoriso biznesis kulturuli, eTikuri da

socialuri garemo;

8. saerTaSoriso biznesi da bunebrivi garemo.

3.1. saerTaSoriso biznesis garemos

arsi da saxeebi

biznesis garemo zogadad ganisazRvreba sxvadasxva

faqtorebiT, romlebic moqmedeben biznesis yoveldRiu-

ri funqcionirebis procesSi. amerikeli mecnieris je-

rald belis azriT: ,,organizaciis garemo moicavs iseT

elementebs, rogoricaa momxmareblebi, konkurentebi,

samTavrobo dawesebulebebi, mimwodeblebi, safinanso

organizaciebi da SromiTi resursebis wyaroebi~.7 saer-

TaSoriso biznesisaTvis garemos Seswavlas didi mniSvne-

loba eniWeba, vinaidan arsebuli biznesgaremos mdgoma-

reobis dadgena, misi gaanalizeba da srulyofis gzebis

gansazRvra uSualo gavlenas axdens biznesis ganviTare-

7 Майкл Мескон, Франклин Хедоури. Основы менеджмента. М. Изд. Дело. 1997, c. 179

56

basa da saerTaSoriso bazarze mis warmatebul funqcio-

nirebaze.

ganasxvaveben pirdapir da irib (arapirdapir) gare-

mos. pirdapiri zemoqmedebis garemo moicavs im faqto-

rebs, romlebic uSualod gavlenas axdenen organizaciis

operaciebze, esenia mimwodeblebi, momxmareblebi, konku-

rentebi, SromiTi resursebi, kanonebi da saxelmwifo re-

gulirebeli dawesebulebebi.

iribi gavlenis garemos faqtorebi organizaciis

operaciebze pirdapir da swraf (myisier) zemoqmedebas

ar axdenen, magram, miuxedavad amisa, maTi zegavlena mainc

vlindeba. aseTi faqtorebia: ekonomikis mdgomareoba,

mecnierul-teqnologiuri progresi, sociokulturuli,

ekologiuri da politikuri cvlilebebi, jgufuri inte-

resebis gavlena da biznesisTvis (organizaciisTvis) mniS-

vnelovani sxva qveynebSi mimdinare movlenebi.

sabazro garemos mravaldoniani struqtura gaaC-

nia. cnobilia, rom biznesis subieqtebis saqmianoba xor-

cieldeba samewarmeo obieqtis SigniT (es biznesis Siga

garemoa) da, aseve, lokalur, saerToerovnul da saerTa-

Soriso (msoflio) bazrebze.

lokaluri bazari qveynis calkeul regionSi biz-

nesis subieqtebis urTierTqmedebis garemoa. igi ganpi-

robebulia am regionebis ekonomikuri ganviTarebis Tavi-

seburebebiT, biznesis warmarTvaze moqmedi adgilobrivi

pirobebiT, mocemuli regionis biznesis subieqtebis

moTxovniT da biznesis subieqtebis urTierTobebis re-

gulirebis gansakuTrebuli normebiTa da wesebiT.

saerToerovnuli bazari aris biznesis yvela subi-

eqtis urTierTqmedebis garemo, romlebic ganaxorcie-

leben TavianT saqmianobas saxelmwifos teritoriaze am

saxelmwifos ekonomikuri ganviTarebis donisa da masSi

miRebuli biznesis ganxorcielebis pirobebis Sesabami-

sad.

57

saerTaSoriso bazari biznesis im subieqtTa urTi-

erTqmedebis garemoa, romelTa saqmianoba calkeuli sa-

xelmwifoebis erovnul sazRvrebs scildeba da viTarde-

ba ekonomikis globalizaciis, ekonomikuri integraciisa

da biznesis formirebis pirobebis msoflio tendencie-

bis gavleniT.

saerTaSoriso bazris elementebia sxvadasxva qveynebis

saerToerovnuli bazrebi, romlebic Sedgeba lokaluri

bazrebisagan. amitom biznesis yvela subieqtis saqmianoba

erTdroulad sabazro garemos sxvadasxva doneze vlin-

deba. magaliTad, romelime gamomcemlobis saqmianoba,

romelic Tavis wignebs yidis mTel msoflioSi, ar Semoi-

fargleba mxolod lokaluri bazriT, sadac igi iZens po-

ligrafiul masalas. igi moqmedebs saerToerovnul da

saerTaSoriso bazrebis sivrceSi, romlis dros gamom-

cemlobis menejerebi iZulebuli xdebian gaiTvaliswinon

yvela is piroba da faqtori, romelic moqmedebs loka-

lur, saerToerovnul da saerTaSoriso bazrebze.

yovelive es iZleva daskvnebis gakeTebis saSuale-

bas, rom sabazro garemos gaaCnia struqturuli doneebi,

romlebic Sesabamis gavlenas axdenen biznesis subieqte-

bis saqmianobaze.

arsebobs biznesgaremos oTxi done, es aris mikro-

done (biznesis Siga garemo), mezodone (sabazro lokalu-

ri garemo), makrodone (saerToerovnuli sabazro gare-

mo) da megadone (saerTaSoriso sabazro garemo).

mikrogaremo moicavs biznesis subieqtis Siga ur-

TierTobebs, romlebic mas esaWiroeba srulyofili fun-

qcionirebisTvis. biznesis mikrogaremos miekuTvneba

firmis funqciuri da sxva saxis qvedanayofebi, romlebic

uzrunvelyofen misi muSaobis pirobebs. mikrogaremo,

aseve, moicavs: safinanso struqturebs (bankebi, investo-

rebi), masobrivi informaciis saSualebebs, romlis meSve-

obiT xdeba firmebis reklamireba da sxv.

58

mezogaremo moicavs biznesis subieqtis funqcio-

nirebis faqtorebisa da pirobebis erTobliobas loka-

lur doneze, maT Soris regionis ekonomikuri ganviTare-

bis dones da marTvis teritoriul organoebs. es teri-

toriuli warmonaqmni sxvadasxva lokaluri aqtebis

(dadgenilebebis, wesebis, SezRudvebis, aRkveTebis) dawe-

sebis da aseve biznesis subieqtebis ganviTarebis loka-

luri programebis miRebis saSualebas iZleva. mezogare-

mos doneze firmis saqmianobaze gavlenas axdenen araeko-

nomikuri faqtorebic, esenia socialur-fsiqologiuri,

teqnologiuri, geografiuli da sxv.

makrogaremo biznesis subieqtebze did gavlenas

axdens. igi moicavs ekonomikis mdgomareobas, biznesis in-

frastruqturis ganviTarebis dones, kerZod, bazris im

institutebis ganviTarebas, romlebic moqmedeben saxel-

mwifoSi. makrogaremo, aseve, gulisxmobs regionTaSoris

urTierTqmedebebs saxelmwifos doneze da saxelmwifos

ekonomikur politikas. garda amisa, makrodoneze bizne-

sis subieqtebis saqmianobaze did gavlenas axdens bizne-

sis araekonomikuri garemo, anu kulturis mdgomareoba

sazogadoebaSi, qveynis fizikuri an geografiuli mdgo-

mareoba da politikuri faqtorebi.

makrogaremos umTavresi komponentaa ekonomikuri

mdgomareoba saxelmwifoSi. ekonomikuri mdgomareoba xa-

siaTdeba stabilurobisa da saxelmwifosa da nacionalu-

ri ekonomikis mdgradobis doniT, ZiriTadi makroekono-

mikuri maCveneblebis tempebis zrdiT, dasaqmebis da in-

flaciis parametrebiT da fasebis indeqsebiT.

ekonomikuri mdgomareobis daxasiaTebisaTvis di-

di mniSvneloba eniWeba erovnuli ekonomikis struqtu-

ris dadgenas ekonomikis saxelmwifo da arasaxelmwifo

seqtorebis Sefardebis WrilSi. aSS-Si amasTan erTad fe-

deraluri ekonomikis da regionuli ekonomikis Tanafar-

dobis gansazRvra xdeba. mniSvnelovania, aseve, mocemuli

59

maCveneblebisa da proporciebis cvalebadobis tenden-

ciebis gaTvaliswineba.

biznesis makrogaremos meore arsebiTi komponentia

saxelmwifo ekonomikuri politika. igi qveynis ekonomiku-

ri ganviTarebis saxelmwifo prioritetebis da naciona-

luri ekonomikis regulirebisa da marTvis wesebis erTob-

liobas warmoadgens, romelic xorcieldeba sxvadasxva sa-

xelmwifo programebis meSveobiT. aseTebia, magaliTad,

privatizacia, mcire biznesis mxardaWera, ama Tu im dargis

saxelmwifo mxardaWera, kriminaluri biznesiT miRebuli

Semosavlebis legalizaciis akrZalva. mTlianobaSi ki sa-

xelmwifo ekonomikuri politikis mizania nacionaluri

ekonomikis stabilizacia da misi ganviTareba.

erovnuli ekonomikis stabilizaciis aucilebloba

dakavSirebulia ekonomikuri saqmianobis masStabebis

aramudmivobasTan. qveynis ekonomika mudmivad ganicdis

mravalricxovani faqtorebis gavlenas: Cndeba axali teq-

nologiebi, investiciebis struqturaSi xdeba Zvrebi, ic-

vleba momxmareblebis gemovneba, rac Sesabamisad ekono-

mikis arastabilurobas iwvevs. am pirobebSi saxelmwifo

unda uzrunvelyofdes ganviTarebis stabilizacias, ro-

melic aucilebelia samewarmeo firmebisTvis, daqirave-

buli muSakebisa da momxmareblebisTvis. amitom saxel-

mwifo, saWiroebis SemTxvevaSi, cvlis gadasaxadebis si-

dides da gavlenas axdens fulad-sakredito politikaze.

biznesis makrogaremo da mezogaremo gavlenas ax-

denen firmis saqmianobaze, myidvelTa mier daxarjuli

fuladi saxsrebis moculobaze, aseve, firmis saqonlis

asortimentis gansazRvraze, misi produqciis fasis dad-

genaze da, Sesabamisad, Semosavlebisa da investiciebis

moculobaze.

saerTaSoriso biznesze metad mniSvnelovan gavle-

nas axdens saerTaSoriso (mega) garemo. megagaremo moi-

cavs saqonlisa da momsaxurebis msoflio bazarze moqmed

pirdapiri zegavlenis faqtorebsa da pirobebs da aseve,

60

msoflioSi arsebul iribi zemoqmedebis saerTo tenden-

ciebs. maT miekuTvneba:

• saerTaSoriso xelSekrulebebi da SeTanxmebebi,

mTavrobaTaSorisi dokumentebi, romlebic mimar-

Tulia saerTaSoriso bazrebis subieqtebis urTi-

erTobebis regulirebaze, msoflio bazris insti-

tutebis saqmianobis regulirebaze (WB _ msoflio

banki, IMF _ saerTaSoriso savaluto fondi, WTO _ saerTaSoriso savaWro organizacia, GATT – vaW-

robisa da tarifebis Sesaxeb generaluri SeTanxmeba

da sxv.);

• saerTaSoriso biznesis infrastruqturis ganviTa-

rebis done (magaliTad, erovnuli valutis konver-

tirebis pirobebi, saerTaSoriso finansuri inves-

tirebis pirobebi, saerTaSoriso mewarmeobis piro-

bebi da sxv.);

• biznesis megadoneze funqcionireben aseve saerTa-

Soriso investorebi. aseTebia ucxoeli an samamulo

investorebi, romlebic axorcieleben pirdapir an

portfelur finansur investiciebs sxvadasxva sa-

xis legalur biznesSi.

amgvarad, sabazro garemos sxvadasxva doneebi ar-

sebiTad axdenen gavlenas biznesis subieqtebis funqcio-

nirebaze.

3.2. gare faqtorebis struqtura

saerTaSoriso doneze moqmedi organizaciebis ga-

remo didi sirTuliT gamoirCeva, rac ganpirobebulia

faqtorebis unikaluri erTobliobiT, romelic axasia-

Tebs calkeul qveyanas.

saerTaSoriso biznesis garemos Seswavlisa da gaana-

lizebis dros iyeneben biznesgaremos dajgufebas fun-

61

qciuri aspeqtebis niSniT, romlis mixedviT ganasxvaveben

biznesis garemos Semdeg saxeebs:

1. saerTaSoriso biznesis samarTlebrivi garemo;

2. biznesis politikuri garemo;

3. ekonomikuri garemo;

4. teqnologiuri garemo;

5. kulturuli, eTikuri da socialuri garemo;

6. bunebrivi garemo.

unda iTqvas, rom faqtorebisa da pirobebis mraval-

ferovnebis miuxedavad, saerTaSoriso biznesze moqmedi

faqtorebidan umTavresad aRniSnul faqtorebs eqceva

yuradReba.

sxvadasxva qveynis samarTlebrivi sistemebi, kano-

nebi, saxelmwifo-maregulirebeli debulebebi da aqtebi

arsebiTad gansxvavdeba erTmaneTisagan. amitom organi-

zaciebi, romelTa saqmianoba xorcieldeba saerTaSori-

so garemoSi, iZulebulni xdebian gaiTvaliswinon mrava-

li lokaluri normativi, romelic Seexeba dabegvris,

faswarmoqmnis, eqsport-importis operaciebs, angariS-

geblobas saxelmwifo organoebis winaSe da sxv.

saerTaSoriso bazari biznesSi monawile saxelmwi-

foebis Siga da gare politikis zemoqmedebis qveS imyofe-

ba. politikuri mdgomareoba da socialuri daZabuloba

urTierTobebSi arTulebs Sesyidvis, warmoebis, miwode-

bis, distribuciis da gasaRebis procesebs an saerTod Se-

uZlebels xdis maT. xSir SemTxvevaSi ekonomikuri sanqci-

ebi gamoiyeneba ama Tu im saxelmwifoebze politikuri ze-

wolis berketis saxiT. politikuri situaciis stabilu-

roba nawilobriv uzrunvelyofs ekonomikur da finan-

sur stabilurobas.

firmebma, romlebic muSaoben saerTaSoriso siv-

rceSi, unda gaaanalizon ekonomikuri pirobebi da dak-

virveba moaxdinon im qveynebis ekonomikaze, sadac maTi

biznesi funqcionirebs. garda amisa, mniSvnelovania saer-

62

TaSoriso ekonomikuri tendenciebis dadgena, vinaidan es

arsebiT gavlenas axdens kompaniis saqmianobaze.

teqnologiuri garemo biznesis warmatebuli fun-

qcionirebis mniSvnelovani faqtoria. teqnologiuri si-

axleebi gavlenas axdenen warmoebis efeqtianobaze, axali

saxeobis produqciis Seqmnaze, mis realizaciaze. infor-

maciuli teqnologiebis srulyofiTa da gamoyenebiT Se-

saZlebeli xdeba axali saxis momsaxurebisa Tu produq-

ciis Sesaxeb informaciis mopoveba, misi Senaxva da gav-

rceleba. cnobilia, rom organizaciebi, romlebic Tana-

medrove teqnologiebiT aRWurvili da dakavSirebuli

arian axali teqnologiebis Semqmnel mecnierebatevad

organizaciebTan, swrafad reagireben yovel siaxleze da

konkurentunarianni arian.

saerTaSoriso biznesis specialistebisTvis mniSvne-

lovania qveynis kulturuli, eTikuri da socialuri

garemos Sefaseba, vinaidan swored kultura gansaz-

Rvravs mniSvnelovanwilad adamianebis qcevas sayofac-

xovrebo da samsaxurebriv doneze, maT damokidebulebas

sxvadasxva movlenebisa da, kerZod, biznesisadmi. kultu-

ra aris sazogadoebaSi miRebuli faseulobebis, rwmenisa

da adaT-wesebis sistema. qveynis sociokulturuli sis-

tema moicavs demografiuli situaciis cvalebadobas, ga-

naTlebis, jandacvisa da socialuri uzrunvelyofis do-

nes, saqmian (SromiT) mobilobas, cxovrebis wesebs. nebis-

mier qveyanaSi arsebobs konkretuli kanonebi da biznesi-

sadmi ganwyoba, romlis Sesabamisad SeiZleba dadgena, Tu

ra tipis saqmianoba unda ganviTardes aq.

mkvlevarebis mier dadgenilia, rom swored sxva

kulturul garemoSi biznesis warmarTvas, xSir SemTxve-

vaSi warumatebloba moaqvs. amitom saWiroa kulturuli

gansxvavebebis drouli identifikacia da, Sesabamisad,

pirovnebaTSoris kontaqtebSi qcevisa da saqmiani urTi-

erTobebis stilisa da meTodebis Secvla.

63

nebismieri biznessistema bunebriv garemosTan kav-

SirSi moqmedebs, romlis Semadgeneli nawili unda iyos

ekologiuri aspeqtebi. es ki sxvadasxva faqtorebis er-

Tobliobaa, rogoricaa: bunebrivi resursebis xelmisaw-

vdomoba, biznesis usafrTxo funqcionirebisTvis eko-

logiuri barierebis Seqmna, sawarmos produqciis mimarT

ekologiur moTxovnebi, produqciis warmoebisas an mom-

saxurebis gawevisas garemoze sawarmos zemoqmedebis

formebi.

aRniSnul sistemaze garkveul gavlenas axdenen sa-

xelmwifo organoebi, romelTac garemos dacvis sferoSi

evalebaT zedamxedveloba da kontroli. saerTaSoriso

biznesSi momuSave menejerebma unda gaiTvaliswinon par-

tniori qveyanas ekologiuri kanonzomierebebis amsaxve-

li samarTlis normebi da Seiswavlon Sesabamisi normati-

ul-samarTlebrivi aqtebi, raTa Tavidan aicilon sajari-

mo sanqciebiT gamowveuli zarali da sxv.

saerTaSoriso biznesze moqmed faqtorebis Seswavlas

didi mniSvneloba eniWeba, rac ganpirobebulia imiT, rom

ucxo garemoSi muSaoba iTxovs adaptaciasa da biznesis

warmarTvis meTodebis Secvlas.

3.3. saerTaSoriso biznesis samarTlebrivi garemo

saerTaSoriso biznesis warmarTvaze mniSvnelovanwi-

lad sakuTari da mimRebi qveynebis kanonebi axdens gavle-

nas. es kanonebi ganapirobeben kompaniis mier bazris arCe-

vas, produqciaze fasebis dawesebas, saWiro resursebis

Rirebulebas (samuSao Zala, nedleuli, masalebi da teq-

nologiebi).

sxvadasxva qveynis samarTlebrivi sistemebi gansxvav-

deba erTmaneTisgan istoriuli, kulturuli, politiku-

ri da religiuri niSniT, rac saerTaSoriso kompaniebis

winaSe bevrad ufro rTul amocanebs ayenebs. maT unda

64

daicvan ara mxolod sakuTari qveynis, aramed im qveynebis

kanonebic, sadac maTi biznesi funqcionirebs.

ganasxvaveben samarTlebrivi sistemis sam tips: zogad

(Common Law), samoqalaq (Civil Law system) da religiur

( Religious Law) samarTlis sistemas. zogadi samarTali aSS-is, didi britaneTisa da misi

yofili koloniebis, aseve, kanadis, avstraliis, axali ze-

landiis, malaiziis samarTlebrivi sistemis safuZvelia.

zogadi samarTali emyareba calkeul sasamarTlo saqmeze

qveynis mTeli istoriis manZilze dagrovili gadawyveti-

lebebis miRebis erTobliv gamocdilebas. amiT iqmneba

precedentebi, romlebsac sxva mosamarTleebi iyeneben

analogiuri saqmeebis ganxilvis procesSi. kanonebs, rom-

lebic gavlenas axdenen biznesis warmarTvaze, yovel qve-

yanaSi aqvs Tavisi specifika, rac potenciur problemebs

uqmnis cudad informirebul mewarmes. magaliTad, sam-

rewvelo sawarmosTvis, romelic dauSvebs wundebuli

produqciis gamoSvebas, amerikaSi bralis dadeba sasamar-

Tlos dros ufro advilia, vidre inglisSi. es aixsneba

precedentuli samarTlis e.w. evoluciuri gansxvavebe-

biT am or qveyanaSi.

precedentul samarTalSi evoluciuri gansxvavebis

garda zogadi samarTlis qveynebSi arsebobs, aseve, Tavi-

si specifika samarTlis statusis saxiT (Statutory Law), anu samarTali, gamoxatuli sakanonmdeblo aqtebSi. maga-

liTad, mravali komerciuli garigeba, romelic ideba

kompaniebsa da inglisis mTavrobas Soris, daculia sazo-

gadoebis daJinebuli yuradRebisagan kanoniT saidumlo-

ebis dacvis Sesaxeb (Official Secrets Act). aSS-Si piriqiT, kanonis informaciaze Tavisufali

SeRwevis (Freedom of Information Act) Tanaxmad sayovelTa-

od daSvebulia kompaniebsa da aSS-is federalur xeli-

suflebas Soris dadebuli xelSekrulebebis Sesaxeb in-

formaciis gacnoba.

65

samoqalaqo samarTlis anu kodificirebuli samar-

Tlis sistema (Civil Law System) emyareba moqmedebaTa ko-

difikacias da iTvaliswinebs detalurad damuSavebuli

kanonebis kompleqss, romelic Sedis kodeqsSi. am kanone-

bis safuZvelze, sadac im moqmedebaTa detaluri Camo-

naTvalia, romelic nebadarTulia an ar aris nebadarTu-

li, xorcieldeba biznesi. zemoaRniSnul or sistemas So-

ris ZiriTadi gansxvaveba aris is, rom zogadi samarTlis

sistemis pirobebSi detalurad muSavdeba kontraqtebi,

sxvadasxva SesaZlebeli situaciebis gaTvaliswinebiT,

xolo samoqalaqo samarTlis sistema gamoricxavs aseT

detalizacias, vinaidan yvela sadavo sakiTxis pasuxi Ca-

moyalibebulia samoqalaqo kodeqsSi. samoqalaqo, anu ko-

dificirebul samarTals eyrdnoba 70-ze meti qveyana

(germania, safrangeTi, iaponia, saqarTvelo da sxv.).

religiuri samarTali (Religious Law) dafuZnebu-

lia oficialurad dadgenili rwmenis wesebisa da reli-

giuri wes-Cveulebebis sistemaze, ama Tu im religiuri

swavlebis (moZRvrebis) Sesabamisad. saxelmwifo marTvis

forma, romlis drosac moqalaqeTa samoqalaqo da krimi-

naluri qceva regulirdeba religiuri samarTliT, ewo-

deba Teokratia (Theocracy). iranSi, magaliTad, islamuri

religiismsaxurebis jgufi moqalaqeTa moqmedebebis ka-

nonierebas da arakanonierebas gansazRvravs ,,yuranis~

Taviseburi ganmartebebis safuZvelze. religiurma sa-

marTalma SeiZleba sagangebo problemebi Seqmnas kompa-

niebis saqmianobaSi. magaliTad, muslimanuri saRmrTo

wignis, yuranis Sesabamisad, sesxze procentis aReba Ra-

ribTa arasamarTlian eqspluataciad iTvleba. amitom

muslimanur qveynebSi funqcionirebadi kompaniebi da fi-

nansuri organizaciebi iZulebulni arian SeimuSaon fi-

nansuri xelSekrulebebis alternatiuli variantebi,

romlebic saSualebas miscems maT daagrovon da daaban-

don kapitali. muslimanuri komerciuli firmebi, umetes

SemTxvevaSi, sistemur dakreditebasTan SedarebiT upi-

66

ratesobas aniWeben SeTanxmebas grZelvadian arendaze,

romelsac xangrZlivi aqtivis misaRebad iyeneben.

analogiurad bankis meanabreebi iranSi Rebulo-

ben bankis mogebidan wils da ara saprocento ganakveTs.

sabanko saqmis aseT organizebas xSirad ,,islamur sabanko

saqmes~ uwodeben.

religiur samarTalze damyarebul samarTleb-

riv sistemebs sxva Taviseburebebic gaaCnia. kerZod, sa-

Tanado sasamarTlo procedurebisa da apelaciis Setanis

procedurebis ararseboba da sxva. yovelive es damokide-

bulia ama Tu im qveynis religiur tradiciebze.

saerTaSoriso biznesSi did rols TamaSobs saer-

TaSoriso samarTali, romelic aregulirebs saxelmwi-

foTa urTierTobebs saqonlis, warmoebis faqtorebisa

da kapitalis moZraobis sakiTxebSi. zogierTi kanoni mi-

Rebulia saerTaSoriso saqmiani aqtivobis regulirebis

mizniT. am kanonebis mixedviT erT qveyanas SeuZlia meore

qveyana daiTanxmos misTvis araxelsayrel politikaSi

cvlilebebis Setanaze vaWrobaSi sanqciebisa da SezRud-

vebis gamoyenebiT. sanqciebi SeiZleba iyos sxvadasxva

formis, rogoricaa: maRalteqnologiur saqonelze xel-

misawvdomobis SezRudva, SeRavaTiani satarifo xelSek-

rulebis gauqmeba, romelime qveynis saqonlis boikoti-

reba, embargo, satarifo barierebi, kvota, axal kredi-

tebze uaris Tqma da da a.S.

sxvadasxva qveyanas SeuZlia eqsteritorialuro-

bis principis gamoyeneba, romlis dros saqmiani operaci-

ebis regulireba xdeba qveynis sazRvrebs gareT. magali-

Tad, sxva qveynebSi moqmedi kompaniebi, romlebic cdi-

lobdnen amerikul bazarze konkurenciis Semcirebaze

emuSavaT, gaxdnen aSS-is sasamarTlos obieqtebi, rogorc

antimonopoluri kanonis damrRvevebi, vinaidan isi-

ni ,,xels uSlidnen amerikis kompaniebs ewarmoebinaT pro-

duqcia msoflio bazrebisTvis~. 8

8 Гриффин Р., Пастей М., Международный бизнес. СПб. Питер. 2006, gv.126.

67

imisaTvis, rom warmatebiT funqcionirebdes biz-

nesi mimReb qveyanaSi, menejerebma unda daadginon kompa-

niis urTierTqmedebis swori wesi biznesis adgilobriv

garemosTan da SeinarCunon am qveynebis mTavrobebTan mi-

saRebi urTierTobebi.

3.4. saerTaSoriso biznesis politikuri garemo

politikuri mdgomareobis Sefaseba qveyanaSi, sa-

dac kompania apirebs biznesis warmarTvas, saWiroa Catar-

des kapitalis dabandebaze gadawyvetilebis miRebamde.

politikuri stabilurobis faqtors didi mniSvneloba

eniWeba, vinaidan, sxvadasxva mizezebis gamo, igi moqme-

debs kompaniis Tu calkeuli investoris saqmian aqtivo-

baze. ase, magaliTad, politikurma cvlilebebma mimReb

qveyanaSi ucxouri investorisa Tu produqciis eqporti-

orisaTvis SesaZlebelia gamoiwvios ucxoelebis sakuT-

rebaze uflebebis SezRudva (ucxouri sakuTrebis nacio-

nalizaciac ki). aseve, SeiZleba importze specialuri ba-

Ji dawesdes. sagadasaxdelo balansis an sagareo valis ga-

daxdis problemebi arTuleben mogebis saxiT miRebuli

dolarebis gatanas qveynidan.

politika SeiZleba Seicvalos investorebisaTvis sasar-

geblod maSin, rodesac Cndeba moTxovna ucxour kapi-

talze. ucxouri valutis miReba zogjer ufro mniSvne-

lovania, vidre Siga politikuri jgufebis moTxovnebis

gaTvaliswineba. am SemTxvevaSi bazris zewola politi-

kur interesebze Zlieria.

mravali kompania warmatebiT axerxebs politiku-

ri klimatis Sefasebas sakuTar qveyanaSi, magram politi-

kuri situaciis Sefaseba sxva qveyanaSi maT uWirT. amis

mravali mizezi arsebobs. esenia kanonebi da normatiuli

aqtebi, romlebic gavlenas axdenen mimReb qveyanaSi myo-

fi kompaniis saqmianobis stabilurobaze: kanonebi minima-

68

lur anazRaurebaze, romlis mixedviT ganisazRvreba da-

naxarjebi samuSao Zalaze; Tavisufali zonebis kanonebi,

romlebic ganapirobeben kompaniis mier sakuTrebis gamo-

yenebis wesebs; garemos dacvis debulebebi da aqtebi gav-

lenas axdenen warmoebis teqnologiis arCevasa da narCe-

nebis likvidaciisaTvis saWiro danaxarjebis gansazRvra-

ze. garda amisa, arasasikeTo cvlilebebma sagadasaxado

kodeqsSi SesaZlebelia minimumamde daiyvanos kompaniis

mogeba. samoqalaqo omebi, teroristuli aqtebi an ucxoe-

li biznesmenebis gataceba da, aseve, kompaniis sakuTrebis

eqspropriacia _ yovelive es Znelad prognozirebadia

da saqmiani operaciebisaTvis did safrTxes warmoadgens.

imisaTvis, rom ama Tu im qveyanaSi sworad gani-

sazRvros politikuri garemo, gamoiyeneba politikuri

riskebis Sefaseba (Political Risk Assessment) – politikuri

riskebis sistematuri analizis procedura.

politikuri riskebi — esaa nebismieri cvlileba

politikur pirobebSi, romelmac SeiZleba uaryofiTi

gavlena moaxdinos kompaniis saqmiani operaciebis momge-

bianobaze. yvela politikuri riski SeiZleba miekuTvnos

erT-erTs Semdegi sami kategoriidan, esenia:

1. sakuTrebis dakargvis riski, rodesac kompaniam Se-

iZleba dakargos Tavisi sakuTreba konfiskaciis an

eqspropriaciis Sedegad;

2. operaciuli riski, rodesac kompaniis mimdinare

saqmianobas an mis muSakebs safrTxe emuqreba mimRe-

bi qveynis kanonebSi, garemos dacvis normebsa da sa-

gadaxado kodeqsSi cvlilebebis gamo, aseve tero-

rizmis, SeiaraRebuli ajanyebebis da sxv. mizezebis

gamo;

3. transfertuli riski, rodesac mTavroba zRudavs

kompaniis SesaZleblobebs gadaricxos fuladi sax-

srebi qveyanaSi da mis farglebs gareT.

politikuri riskebi SeiZleba aisaxos rogorc qve-

yanaSi moqmedi yvela kompaniis saqmianobaze, aseve zogi-

69

erTi maTganis operaciebze. aqedan gamomdinare, ganasxva-

veben makropolitikur risks (Macropolitical Risk), rome-

lic moicavs qveyanaSi moqmed yvela kompanias. am saxis

riskis magaliTebia 90—ni wlebis samoqalaqo omebi siera-

leoneSi, zairSi, bosniaSi, avRaneTisa da erayis bolo

wlebis movlenebi.

mikropolitikuri riski (Micropolitical Risk), Seexe-

ba marto romelime erT kompanias an romelime dargis

kompaniebs. 70-ni wlebis navTobis mrewvelobis naciona-

lizacia saudis arabeTSi mikropolitikuri riskis maga-

liTia, romelic ganpirobebuli iyo mTavrobis qmedebe-

biT. arasamTavrobo mikropolitikuri riskebi, aseve, se-

riozul gavlenas axdenen kompaniis saqmianobaze. magali-

Tad, kompaniebis Disneyland Paris da McDonald's –is saqmia-

nobam safrangeTSi fermerebis ara erTi saprotesto aq-

cia gamoiwvia. aris SemTxvevebi, rodesac protesti gada-

dis Zaladobis aqciaSi, rac sabolood ucxouri kompani-

is daxurviT mTavrdeba. ase magaliTad, 2003 wels kompa-

niebma TotalFina Elf SA, Royal Dutch/Shell da Chevron Texaco nigeris deltaSi droebiT Sewyvites saqmianoba mTavro-

basa da adgilobriv eTnikur Temebs Soris saomari moqme-

debebis gamo.9

nebismieri kompania, romelic miznad isaxavs axal

bazarze Sesvlas, unda flobdes ZiriTad informacias Se-

sabamis qveyanaze. imisaTvis, rom gakontroldes kompani-

is politikuri riskebi, saWiroa qveynis politikuri da

ekonomikuri struqturis dadgena. kompaniis menejerebma

unda gaarkvion, rogoria qveynis politikuri wyoba: Za-

laufleba erTi kacis, Tu erTi romelime partiis xel-

Sia? qveyanaSi dominirebs sabazro urTierTobebi, Tu sa-

xelmwifo regulirebis principi? mTavroba Tvlis, rom

ucxouri kompaniebi qveynis ekonomikuri ganviTarebis

erT-erTi saSualebaa, Tu piriqiT, xels SeuSlis ganviTa-

9 Гриффин Р., Пастей М., Международный бизнес., СПб. Питер. 2006, с. 146

70

rebas? kompaniis SemkveTebi sazRvargareT kerZo Tu sa-

xelmwifo biznesis warmomadgenlebi arian? aseve, romel

struqturaSi Sedian konkurentebi? Tu es saxelmwifo

struqturaa, SeuZlia ucxour kompanias masTan Tanabar

pirobebSi konkurireba? ramdenad myaria arsebuli mTav-

robis mdgomareoba da misi gadadgoma gamoiwvevs Tu ara

radikalur cvlilebebs ekonomikur politikaSi?

arsebobs mravali konsaltinguri firma, romelic

specializdeba politikuri riskebis SefasebaSi. es firme-

bi exmarebian saerTaSoriso kompaniebs im riskis xarisxis

dadgenaSi, romelic Tan sdevs ama Tu im qveyanaSi biznesis

warmarTvas. aseve, aris specialuri biuletenebi da Jurna-

lebi, sadac ibeWdeba sxvadasxva qveynebSi Catarebuli po-

litikuri riskebis Sefasebis yovelwliuri Sedegebi.

3.5. saerTaSoriso biznesis ekonomikuri garemo

mravalerovnuli korporaciebi gavlenas axdenen im

qveynis ekonomikaze, sadac funqcionirebs maTi biznesi.

am korporaciebs SeuZliaT investiciebis dabandeba axal

qarxnebsa da fabrikebSi da amiT Seqmnan axali samuSao ad-

gilebi mimReb qveyanaSi. am saxis investiciebi samuSaoTi

uzrunvelyofs adgilobriv moijareebs, mSeneblebsa da

momwodeblebs.

zogierTi qveynis xelisufleba xels uSlis ucxouri

firmebis investiciebis mozidvas. naklebad ganviTarebu-

li qveynebi investiciebs ganixilaven rogorc eqsplua-

tatorul qmedebas, vinaidan mogeba am investiciebidan

mcire raodenobiT rCeba mimReb qveyanas, magram maRali

donis sagareo valis mqone qveynebma Secvales TavianTi

politika da intensiurad izidaven ucxour investiciebs.

mravalerovnuli korporaciebis dadebiTi mxare

aris isic, rom isini ixdian gadasaxadebs, rac aZlierebs

adgilobriv ekonomikas da xels uwyobs saganmanaTleblo

71

dawesebulebebis muSaobis, satransporto da sxva munici-

paluri samsaxurebis srulyofas. magaliTad, rodesac

kompania Toyota-am Tavisi saqmianoba daiwyo qalaq jor-

jtaunSi (kentukis Stati), mis mier uZrav qonebaze gada-

saxadis saxiT gadaricxuli 1,5 mln. dolaris odenobiT

Tanxam qalaqis biujetis 1/4 Seadgina10.

teqnologiebis gadacemas, aseve, SeuZlia dadebiTi gav-

lena moaxdinos adgilobriv ekonomikaze, ase magaliTad,

pekinis municipaluri xelisuflebisaTvis American Motors-Tan erToblivi sawarmos Seqmnis yvelaze mniSvne-

lovani upiratesoba iyo axali amerikuli teqnologiebis

xelmisawvdomoba. aseve, General Electric-ma gazarda eleq-

tronaTurebis umsxvilesi ungruli sawarmos mwarmoeb-

luroba, rodesac gadasca Tavisi teqnologiebi.

mravalerovnul kompaniebs SeuZliaT qveynebs SesTava-

zon kapitali, teqnologiebi da mmarTvelobiTi gamocdi-

leba. amitom mniSvnelovania, rom qveyanaSi Seiqmnas sa-

surveli klimati ucxouri investiciebisa da inovaciebi-

saTvis. imis mixedviT, Tu ra investirebis sqemebs da same-

urneo saqmianobis sferos airCeven mimRebi qveynebi, iz-

rdeba erovnuli ekonomikis ganviTarebis tempebi miRe-

buli Semosavlebis xarjze.

mravalerovnulma korporaciebma SesaZloa uaryo-

fiTi gavlenac moaxdinon im qveynebis ekonomikaze, sadac

isini axorcieleben samewarmeo saqmianobas. am korpora-

ciebis warmatebulma konkurenciam adgilobriv kompani-

ebTan SeiZleba gamoiwvios mogebis dakargva da samuSao

adgilebis Semcireba. magaliTad, supermarketebis

Carrefour-is damkvidrebam CineTis bazarze sirTuleebi

Seuqmna adgilobriv saojaxo bizness, romelic kliente-

bis momsaxurebas Ria kafeebSi eweoda. garda amisa, adgi-

lobrivi ekonomika mravalerovnuli korporaciebis eko-

nomikuri ayvavebis gavlenis qveS eqceva, vinaidan maTi

10 Гриффин Р., Пастей М., Международный бизнес. СПб. Питер. 2006 , с.136.

72

finansuri warmateba sul ufro did mniSvnelobas iZens

adgilobrivi mosaxleobis keTildReobis saqmeSi.

rig SemTxvevaSi mravalerovnuli korporaciebi

midian TavianTi saqmianobis sferoebis Semcirebaze, rac

Sesabamisad iwvevs muSebisa da mosamsaxureebis ganTavi-

suflebas, zogjer ki korporacia saerTod wyvets saqmia-

nobas am qveyanaSi. movlenebis aseTi ganviTarebis Sedege-

bi adgilobrivi ekonomikisaTvis damangrevelic SeiZleba

aRmoCndes. sakmarisia korporacia BMW-s precedentis

gaxseneba, rodesac man kompania Rover – is wilobriv mona-

wileobaze uari Tqva da Tavisi aqciebis garkveuli nawi-

li miyida Ford Motor Company–s, xolo danarCeni aqciebi

SeiZina mcire britanulma kompaniam, romelic axorcie-

lebda sxva firmebis aqciebis paketebis Sesyidvas. mra-

valma britanelma politikosma maSinaTve gamoxata wuxi-

li imis gamo, rom korporacia BMW-s aseTi gadawyveti-

leba damangrevel Zalad aisaxeba oqsfordSiris ekonomi-

kaze, regionis, romelic didi xnis ganmavlobaSi pirda-

pir damokidebulebaSi iyo kompania Rover– is saqmianoba-

ze da samuSao adgilebze, romlebsac uzrunvelyofdnen

am kompaniis sawarmoebi.11

aRsaniSnavia, rom mravalerovnuli korpora-cie-

bi sargebloben didi politikuri gavleniT, rogorc sa-

erTaSoriso, aseve mimRebi qveynis doneze.

Tavisi masStaburobis gamo isini xSir SemTxvevaSi sar-

gebloben didi ZalauflebiT im qveynebSi, sadac axorci-

eleben mewarmeobas. samwuxarod yovelTvis aris adgi-

lobrivi mTavrobis mier am Zalauflebis borotad gamo-

yenebis saSualeba, magram mravalerovnul korporaciebs

mainc SeuZliaT daupirispirdnen mas. isini emuqrebian

warmoebis gadataniT sxva regionebSi, rogorc es moxda

espaneTSi, rodesac qveyanam miiRo axali kanonebi samuSao

Zalis fasis amaRlebaze. amis sapasuxod korporaciebma

11 Гриффин Р. Пастей М. Международный бизнес. СПб.Питер. 200 , gv.136

73

Colgate-Palmolive, S.C.Johnson & Son, Kubota da Volkswagen-ma

daxures espaneTis teritoriaze ganlagebuli sawarmoe-

bis garkveuli nawili da Seamcires xelfasis fondi. amis

Sedegad qveyanaSi daiwyo umuSevrobis mkveTri zrda, ro-

melmac miaRwia 24,5%.12

3.6. saerTaSoriso biznesis

teqnologiuri garemo

teqnologiuri garemo biznesis ucxo qveyanaSi warma-

tebiT warmarTvis mniSvnelovani aspeqtia. qveynis buneb-

rivi resursebi, iseve rogorc investiciebi adamianur ka-

pitalSi da kapitali materialuri aqtivebis saxiT, did

gavlenas axdenen qveynis mimzidvelobaze saerTaSoriso

saqmiani operaciebis ganxorcie-lebisaTvis.

qveynis teqnologiuri garemos safuZvelia misi re-

sursebi nayofieri sasoflo-sameurneo savargulebis,

mdidari bunebrivi resursebis (navTobi, oqro, almasi da

sxv), Warbi samuSao Zalis saxiT.

resursebis arseboba an ukmarisoba gavlenas axdens

imaze, Tu romeli produqcia iwarmoeba ama Tu im qveyana-

Si. avstralia, argentina da tailandi, romlebsac nayo-

fieri sasoflo-sameurneo savargulebi gaaCniaT, sof-

lis meurneobis produqciis eqsportiorebi arian.

iafi samuSao Zalis mqone qveynebis _ CineTisa da in-

doneziis kompaniebi awarmoeben da msoflio bazars aw-

vdian Sromatevad produqcias. islandia da axali zelan-

dia, piriqiT, samuSao Zalis deficitis gamo aseTi pro-

duqciis iportiorebi arian, radgan maT ar SeuZliaT

Sromatevadi produqciis warmoeba mogebiT.

teqnologiuri garemos srulyofis da formirebis

erT-erTi xerxia investiciebi. produqciis warmoebisa da

12 Гриффин Р., Пастей М., Международный бизнес. СПб. Питер. 2006 , с.136

74

ganawilebis procesis gaadvilebisaTvis mravali qveyana,

maT Soris kanada, germania da iaponia did Tanxebs abande-

ben Tavis infrastruqturaSi (avtomagistralebi, kavSir-

gabmulobisa da wyalmomaragebis sistemebi da sxv.). aseve

mravalma qveyanam didi investiciebi ganaxorciela adami-

anur kapitalSi, ramac xeli Seuwyo am qveynebis moqalaqe-

bis codnis srulyofas da samuSao Zalis Sromis mwarmo-

eblurobis amaRlebas.

teqnologiuri garemos cvlilebis kidev erTi xerxia

teqnologiebis gadacema (technology transfer) erTi qveyni-

dan sxva qveyanaSi. zogierTi qveyana teqnologiebis gada-

cemis momxrea pirdapiri ucxouri investiciebis stimu-

lirebis xarjze. ase, magaliTad, ungreTsa da poloneTSi

SemoRebuli iyo sagadasaxado da sxva SeRavaTebi, ramac

daainteresa kompaniebi General Electric da General Motors aeSenebinaT sawarmoebi am qveynebis teritoriaze.13

sxva qveynebma teqnologiuri garemos srulyofas mi-

aRwies sakuTar resursebze da samomxmareblo bazrebze

SeRwevis sanacvlod teqnologiebis Semotanis pirobiT.

magaliTad, saudis arabeTma navTobmompovebel kompani-

ebTan xeli moawera kontraqts nedli navTobis mopoveba-

ze pirobiT, rom es kompaniebi Seaswavlidnen maT specia-

listebs navTobis mopovebis Tanamedrove meTodebs.

qveynis teqnologiuri garemos ganmsazRvrel faq-

tors miekuTvneba inteleqtualur sakuTrebaze uflebe-

bis dacvis done, romelsac uzrunvelyofen am qveynis ka-

nonebi. inteleqtualuri sakuTreba, romelsac miekuT-

vneba patentebi, saavtoro uflebebi, savaWro markebi da

sxv., Seadgenen umravlesi mravalerovnuli korporacie-

bis aqtivebis mniSvnelovan nawils. qveynebs, romlebic

ver uzrunvelyofen inteleqtualuri sakuTrebis dac-

vas, maRali teqnologiebis gamoyenebasTan dakavSirebu-

Гриффин Р., Пастей М., Международный бизнес. СПб. Питер. 2006, с.140

75

li ucxouri investiciebis mozidvis naklebi SesaZleb-

lobebi aqvT.

mraval qveyanaSi miRebulia inteleqtualuri sakuT-

rebis dacvis kanonebi. garda amisa, aseTi uflebebis dac-

va uzrunvelyofilia sxvadasxva saerTaSoriso xelSek-

rulebebiT. inteleqtualuri sakuTrebis aradamakmayo-

filebeli dacva saerTaSoriso kompaniebs SeiZleba me-

tad Zviri daujdeT. komerciuli programuli uzrun-

velyofis mwarmoeblebis asociaciis (Business Software Alliance) monacemebiT, programuli produqciis arakano-

nierad gavrceleba 2002 wels asociaciis wevrebs 13 mili-

ardi dolari daujdaT.

sxvadasxva qveynebSi sapatento praqtikis gansxva-

vebam SeiZleba gamoiwvios konfliqturi situaciebi. ma-

galiTad, iaponiis kompaniebSi miRebulia gaformdes pa-

tentebis didi raodenoba, romelTagan TiToeuli warmo-

adgens mxolod ukve arsebuli patentis umniSvnelo mo-

difikacias. aSS-is kanonmdebloba, piriqiT, moiTxovs pa-

tentunariani gamogonebebi iyos principulad axali da

sasargeblo. aqedan gamomdinare, aSS-is kompaniebi are-

gistrireben bevrad nakleb patentebs iaponiis firmeb-

Tan SedarebiT. aseTma situaciam gamoiwvia savaWro dave-

bi aSS-sa da iaponias Soris iaponiis kompaniebis mier ge-

nerirebuli e.w. ,,zvavuri patentebis~ Taobaze. am saxis

dapatenteba konkurentul firmebSi arTulebs teqnolo-

giis srulyofas kompaniis inteleqtualuri sakuTrebis

uflebis darRvevis gareSe (radgan iaponia umniSvnelo

modifikaciasac apatentebs). cxadia, rom ,,zvavuri dapa-

tenteba~ mniSvnelovan zarals ayenebs teqnologiuri

srulyofis saqmes.

problemebi saerTaSoriso biznesSi SesaZlebelia

gamowveuli iyos savaWro niSnebisa da brendebis regis-

traciiT. rogorc wesi, bevri qveyana iyenebs pirveli gan-

mcxadeblis princips, romelic xSirad qmnis konfliqtur

situacias. kompaniam SeiZleba airCios Tavisi qveynis Siga

76

bazarze cnobili saxelwodeba, an savaWro markis dasaxe-

leba, magram produqciis sxva qveyanaSi eqsportirebis

dros SeiZleba aRmoCndes, rom romelime mewarmem ukve

gaaforma sakuTrebis ufleba am qveyanaSi aseT markaze an

dasaxelebaze.

magaliTad, amerikulma kompaniam С. Penney, romel-

mac analogiuri problemebis asacileblad Tavisi savaWro

markis registracia moaxdina bazrebis umravlesobaze, Ta-

vis saxelwodebaze ufleba dakarga singapurSi mcire me-

warmis gamo, romelmac Tavis or maRazias daarqva saxe-

li ,,С. Penney Collections~. singapuris respublikis sasamar-

Tlom С. Penney savaWro marka scno kanonierad, magram Ta-

vis mSobliur qveyanaSi da ara singapurSi, vinaidan es uf-

leba ar iyo gaformebuli saTanadod. am mizeziT ameri-

kulma firmam singapurSi Tavisi saxeli dakarga.14

saerTaSoriso biznesis praqtikaSi aris SemTxveve-

bi, rodesac patentebis gaformebis, ganacxadebis ganxil-

vis gaWianurebis gamo kompaniebs yovelgvari gadaxdebis

gareSe SeuZliaT gamoiyenon sxva kompaniebis mier Seqmni-

li teqnologiebi da miiRon mogeba. amitom inteleqtua-

lur sakuTrebas esaWiroeba srulyofili dacvis meqa-

nizmis gamoyeneba.

3.7. saerTaSoriso biznesis kulturuli,

eTikuri da socialuri garemo

saerTaSoriso biznesi ar Semoifargleba marto

erovnuli CarCoebiT, igi scildeba mas da amitomac kul-

turuli ganmasxvaveblebis mniSvneloba organiza-ciebi-

saTvis metad izrdeba da ufro did gavlenas axdens saq-

miani aqtivobis efeqtianobaze. nebismieri biznesi dakav-

Sirebulia adamianebs Soris kontaqtebTan, rac saerTa-

14 Гриффин Р., Пастей М., Международный бизнес., СПб.Питер. 2006, с.144

77

Soriso bazarze warmatebis mopovebisaTvis moiTxovs

sxvadasxva erebis kulturis, urTierTobebis normebis,

socialuri gamocdilebis codnas. saerTaSoriso biznes-

Si kulturuli garemos faqtorebi qmnian yvelaze met

sirTuleebs. aqedan Cndeba kroskulturuli problemebi,

anu winaaRmdegobebi, romelic ganpirobebulia im axal

socialur da kulturul pirobebSi muSaobiT, sadac ada-

mianebis calkeul jgufebs Soris azrovnebis stereoti-

pebSi gansxvaveba arsebobs. swored amitom, erovnuli

kulturebis koreqtuli Sefaseba da gansxvavebebis adek-

vaturi dadgena sul ufro mniSvnelovani xdeba.

saerTaSoriso praqtikaSi cnobilia, rom saqonlis,

momsaxurebis gayidvisas sxvadasxva teritoriaze auci-

leblad gasaTvaliswinebelia sxvadasxva kulturis mqone

momxmareblebi, risTvisac saWiroa kroskulturuli

problemebis gageba, im kulturis maxasiaTeblebis cod-

na, romlebic saerTaSoriso biznesis kulturul garemos

qmnian. aq didi roli eniWebaT menejerebs, vinaidan es

procesebi maTgan moiTxovs kroskulturul liderobas,

romelic efuZneba gansxvavebul kulturaTa warmomad-

genlebis TanamSromlobas saerTo RirebulebaTa gansaz-

Rvris meSveobiT.

mravalerovnuli korporaciebi did gavlenas axde-

nen im qveynebis kulturaze, sadac maTi biznesi funqcio-

nirebs. am korporaciebis saqmianoba iwvevs adgilobrivi

mosaxleobis cxovrebis donis amaRlebas da adgilobriv

bazarze axali produqciisa da momsaxurebis gamotanas,

romlebic adre miuwvdomeli iyo mosaxleobisTvis. amas-

Tan dakavSirebiT qveynebSi, sadac xorcieldeba am kompa-

niebis biznesi, xdeba mosaxleobis qcevis axali normebis

damkvidreba. aseTi cvlilebebia adgilobriv sawarmoebSi

ufro saimedo danadgarebisa da instrumentebis gamoye-

neba, xarisxiani farmacevtikuli preparatebis da iseTi

sakvebi produqtebis Semotana, romlebic pasuxoben sani-

tarul-higienur moTxovnebs. ra Tqma unda aqac aris ga-

78

monaklisebi, rogorc es moxda kompania Nestle-s produq-

ciasTan dakavSirebiT, rodesac xelmZRvanelobam miiRo

uamravi kritikuli gamoxmaureba misi produqciis — bav-

SvTa kvebis Sesaxeb mosaxleobis moTxovniT produqciis

Semotanaze akrZalviT.15

saqmiani samyaros internacionalizaciis Sesabami-

sad izrdeba interesi menejerebisa da kompaniebis eTiki-

sa da socialuri pasuxismgeblobisadmi.

eTika individis piradi damokidebulebaa misi saku-

Tari gadawyvetilebebis, moqmedebebisa da qcevis koreq-

tulobisadmi. miuxedavad imisa, rom eTika ganisazRvreba

calkeuli individebis rwmenis konteqstSi, eTikuri qce-

va umravles SemTxvevaSi aRiqmeba rogorc qceva, rome-

lic Seesabameba miRebul socialur normebs. rogorc we-

si, nebismier sazogadoebaSi aris formaluri kanonebi,

romlebic asaxaven sazogadoebis wevrebis eTikur stan-

dartebs an qcevis socialur normebs. gansxvavebebi kul-

turaSi xSir SemTxvevaSi qmnian damatebiT eTikur sirTu-

lebs. is, rac miRebulia erT kulturul garemoSi, SeiZ-

leba miuRebeli da amoraluric ki aRmoCndes sxva kul-

turaSi.

amasTan erTad, adamianis religiur mrwamss eniWeba

didi mniSvneloba, vinaidan igi gansazRvravs adamianis

qcevis eTikur aspeqtebs. zogierTi religia ufro xist

wesebsa da normebs adgens, zogi ufro moqnils. da miuxe-

davad amisa, xSir SemTxvevaSi religiuri rwmena forma-

lur kanonze ufro mZlavri faqtoria saqmiani qcevis

formirebaSi.

erTerTi umniSvnelovanesi eTikuri aspeqti saerTa-

Soriso biznesSi aris kompaniis damokidebuleba persona-

lisadmi. sxvadasxva qveynebis kompaniebSi eTikuri qcevis

aspeqtSi yvelaze didi sxvaoba, Tavs iCens iseT sferoeb-

Si, rogoricaa muSakebis samsaxurSi miReba da ganTavi-

15 Гриффин Р., Пастей М., Международный бизнес. СПб. Питер. 2006, с.16

79

sufleba, Sromis anazRaurebisa da saTanado samuSao pi-

robebis uzrunvelyofa, damokidebuleba muSakis piradi

cxovrebis konfidencialurobisadmi da pativiscemis ga-

moxatva personalis mimarT.

mravali eTikuri problema dakavSirebulia imasTan,

Tu ra damokidebuleba aqvT muSebsa da momsaxure perso-

nals Tavisi kompaniisadmi, rac gulisxmobs interesebis

konfliqtebs da muSakebis patiosnebas.

biznesis warmarTvis kidev erTi mniSvnelovani eTi-

kuri aspeqtia kompaniisa da misi muSakebis urTierTobebi

ekonomikuri saqmianobis sxva subieqtebTan. kompaniis in-

teresebis mTavari subieqtebia: SemkveTebi, konkurentebi,

aqcionerebi, mimwodeblebi, dilerebi da profkavSirebi.

miuxedavad imisa, rom eTika adamianis individualu-

robis ganuyofeli nawilia, kompaniebi cdiloben SeimuSa-

von qcevis eTikis saerTo normebi da dauqvemdebaron

personalis qcevebi am normebs. es marTvis erT-erTi um-

niSvnelovanesi komponentia, radgan cnobilia, konfliq-

turi situacia Semoaqvs araeTikur qmedebebs (unethical behavior) koleqtivSi da ra damangreveli Zalaa nebismieri

organizaciisaTvis xangrZlivi konfliqtebi.

biznesis warmarTvis eTikis sakiTxebi xorcieldeba

kompaniis socialuri pasuxismgeblobis konteqstSi. so-

cialuri pasuxismgebloba es aris valdebulebebis er-

Toblioba, romlebsac organizacia iRebs Tavis Tavze sa-

zogadoebis interesebis dacvisa da misi Semdgomi ganvi-

Tarebis mizniT.

kompaniebs gaaCniaT socialuri pasuxismgebloba ma-

Ti saqmianobis SedegebiT dainteresebulTa winaSe, aseve,

garemos dacvisa da sazogadoebriv keTildReobasTan mi-

marTebaSi. zogierTi kompania pasuxismgeblobas iRebs sa-

mive CamoTvlili mimarTulebis mixedviT da maqsimalurad

cdilobs warmatebiT Seasrulos Tavisi movaleobebi. am

dros sxva kompaniebi irCeven am mimarTulebebidan erTs an

80

ors. arsebobs kompaniebi, romlebic socialur pasuxis-

mgeblobas sazogadoebis winaSe arc erTi saxiT ar iReben.

kompaniis socialuri pasuxismgeblobis marTva moi-

cavs misi saqmianobis iseTi mxareebis regulirebas, rogo-

ricaa samarTlebrivi da eTikuri normebis Sesatyvisoba,

socialuri pasuxismgeblobis araformaluri aspeqtebi da

kompaniis Zalisxmevis Sefaseba, romelic mimarTulia am

kompaniis sazogadoebis winaSe pasuxismgeblobis zrdisken.

Tanamedrove etapze aris mcdeloba, rom ganxorcieldes

kompaniebis saqmianobis eTikuri da socialuri aspeqtebis

regulireba sakanonmdeblo berketebis gamoyenebiT. amis

magaliTebia iseTi kanonebi, rogoricaa ,,kanoni sagareo-

ekonomikur saqmianobaSi korufciasTan brZolis Sesa-

xeb~, ,,kanoni ucxoel moqalaqebis mimarT kanondarRveve-

bis Sesaxeb~, ,,meqrTameobasTan brZolis konvencia~, aseve

Sromis saerTaSoriso organizaciis saqmianoba.

Foreign Corrupt Practices Act, FCPA _ ,,kanoni saga-

reo-ekonomikur saqmianobaSi korufciasTan brZolis Se-

saxeb~, romelic ukrZalavs amerikul kompaniebs qrTamis

micemas sazRvargareTis saxelmwifo moxeleebisTvis am

qveyanaSi biznesis warmarTvisaTvis, miRebul iqna aSS-is

kongresis mier 1977 wels.

Alien Tort Claims Act _ ,,kanoni ucxoel moqalaqebis

mimarT kanondarRveve-bis Sesaxeb~ ukrZalavs aSS-is mra-

valerovnul korporaciebs mogebis miRebis mizniT ucxo-

eli moqalaqeebis uflebebis darRvevas.

Anti-Bribery Convention of the Organization for Economic Cooperation and Development _ ,,meqrTameobasTan brZolis

konvencia~ miRebul iqna kanadaSi 2000 w. da Semdeg rati-

ficirebul iqna kidev 33 qveyanaSi. es konvencia krZalavs

meqrTameobas saerTaSoriso saqmiani operaciebis gan-

xorcielebis dros, romlis damrRvevi isjeba kanoniT.

International Labor Organization, ILO _ Sromis saerTa-

Soriso organizacia, romlis amocanaa Sromis pirobebis

81

monitoringi, ganviTarebadi qveynebis sawarmoebSi faq-

tobrivad akontrolebs maT saqmianobas.

3.8. saerTaSoriso biznesi da

bunebrivi garemo

saerTaSoriso arenaze cnebebi ,,biznesi~, ,,mewarme-

oba~ da ,,ekologiurad misaRebi saqmianoba~ statiebSi,

dokumentebsa da dadgenilebebSi pirvelad moixsenieba

70-ni wlebidan gaeros helsinkis konferenciis Semdeg

(1972 w.). specialurad Seqmnili garemosa da ganviTarebis

komisia (e.w. gru brutlandis komisia) miznad isaxavda ga-

remoSi kacobriobis samomavlo cxovrebis problemebis

detalur analizs. gru brutlandis moxsenebaSi ,,Cveni

saerTo momavali~ (1987 w.)16 aRiniSna, rom mTavrobebma,

sazogadoebrivma organizaciebma, mewarmeTa wreebma un-

da gaaerTianon Zalebi ekologiuri problemebis gada-

sawyvetad, winaaRmdeg SemTxvevaSi es problemebi TviT

bunebisa da sazogadoebis arsebobas safrTxes uqmnian.

dRes ekologia kvlav umniSvnelovanesi problemaa,

romlis Sesaxeb miRebulia mravali dadgenileba, rogo-

ricaa saerTaSoriso savaWro palatis qartia ,,biznesi da

garemo~, evrokavSiris dokumenti ,,saerTo pasuxismgeb-

loba~. am dadgenilebebSi Camoyalibebulia principebi,

romliTac unda xelmZRvanelobdes mewarme bunebasTan

mimarTebaSi, pasuxs agebdes sawarmoo garemoSi mimdinare

cvlilebebis gamo. rio-de-JaneiroSi miRebul dokumen-

tSi ,,XXI saukunis dRis wesrigi~ xazgasmulia, rom ekolo-

giuri menejmenti mdgradi ganviTarebis sakvanZo domi-

nanti da, amasTan erTad, samrewvelo saqmianobisa da me-

warmeobis umaRlesi prioriteti unda gaxdes.

16 Гру Брутланд., Наше общее будущее., Доклад МКОСР., Москва., Изд. Прогресс., 1987.

82

bunebrivi garemo aris adamianis arsebobis piroba

da misi sicocxlis gagrZelebis saSualeba. amasTan, es is

sivrcea, sadac adamiani ganalagebs samrewvelo, sasof-

lo-sameurneo, kulturul-saganmanaTleblo, sayofac-

xovrebo obieqtebs, rac uzrunvelyofs mis srulfasovan

cxovrebas.

nebismieri biznessistema bunebriv garemosTan kav-

SirSi moqmedebs da amitom misi daarsebidanve unda gani-

sazRvros garemosTan urTierTqmedebis principebi, sa-

dac unda dominirebdes ekologiuri midgoma.

dRes, rodesac msoflioSi aqtiurad inergeba

mdgradi ganviTarebis koncefcia _ ,,Sustainable develop-ment~, yvelasaTvis naTeli gaxda rogori didi mniSvne-

loba eniWeba balansis SenarCunebas sawarmoo saqmianoba-

sa da jansaR, mdgrad garemos Soris. ,,Sustainable develop-ment~ midgomaa, romelic cxovrebis xarisxis amaRlebasa

da resursebis gamoyenebis intensivobis Semcirebas uw-

yobs xels. mdgradi ganviTareba moicavs aseve iseT ma-

Ralprioritetul miznebs, rogoricaa ekonomikuri zrda,

siRaribisa da resursuli deficitis daZleva. faqtobri-

vad ,,Sustainable development~ moiazreba ekonomikur

mdgrad ganviTarebasTan erTad, rac sabolood uzrun-

velyofs ekologiurad usafrTxo mdgradi ekonomikis Ca-

moyalibebas.

am konteqstSi mniSvnelovania mwvane biznesis – Green Business-is ganviTareba, romelic gulisxmobs pro-

duqciis warmoebiT garemosadmi minimaluri zaralis mi-

yenebasa da momuSaveTaTvis sufTa da usafrTxo samuSao

pirobebis dacvas. mwvane biznesis damaxa-siaTebeli Tvi-

sebebia ekologiuri faqtorebis gaTvaliswineba axali

saxeobis produqciis, sawarmoo procesebisa da axali

teqnologiebis daproeqtebis dros; garemoze biznesis

zemoqmedebis Semcirebis mizniT, misi warmarTva garemos

dacvis miRebuli standartebis mixedviT.

83

biznessistemis ekologiuri Semadgeneli warmoad-

gens Semdegi faqtorebis erTobliobas: bunebrivi resur-

sebis xelmisawvdomoba, biznesis usafrTxo funqcioni-

rebisTvis ekologiuri barierebis Seqmna, sawarmos pro-

duqciis mimarT ekologiuri moTxovnebi, produqciis

warmoebisas an momsaxurebis gawevisas garemoze sawarmos

zemoqmedebis formebi.

saxelmwifos ekologiuri funqciebi xorcieldeba

Sesabamisi ekonomikuri, organizaciuli da samarTlebri-

vi meqanizmebis meSveobiT.

garemos dacvis ekonomikuri meqanizmi miznad isa-

xavs:

• garemosdacviTi RonisZiebebis dagegmvasa da da-

finansebas;

• bunebrivi resursebiT sargeblobis regulirebas,

gamonabolqvebisa da Camdinare wylebis limitebis

dadgenas;

• bunebriv resursebze da garemos dabinZurebaze

gadasaxadebis normativebis gansazRvras;

• resursdamzogveli teqnologiebis mqone da arat-

radiciuli saxis energiis momxmarebeli sawarmoe-

bisadmi sagadasaxado, sakredito da sxv. SeRavaTe-

bis gawevas;

• bunebrivi garemosa da adamianis janmrTelobisad-

mi miyenebuli zaralis anazRaurebas.

ekologiuri funqciis samarTlebrivi meqanizmis mi-

zania bunebrivi garemos xarisxis uzrunvelyofa samar-

Tlebrivi regulirebis saSualebebiT. mTeli rigi aseTi

kanonebisa miznad isaxavs bunebrivi garemos SenarCunebas,

sameurneo saqmianobis garemoze da adamianis janmrTe-

lobaze mavne zemoqmedebis acilebas, garemos gajansaRe-

basa da misi xarisxis amaRlebas.

saerTaSoriso doneze damwyebma da aqtiurad moq-

medma biznesmenma unda icodes, ra danakargebTan aris da-

kavSirebuli misi saqmianoba. ekonomikur aspeqtSi meur-

84

neobrivi saqmianobis Sedegebi es pirdapiri da iribi da-

nakargebis jamia, romelic dakavSirebulia warmoebis

efeqtianobis klebasa da resursebis araracionalur ga-

moyenebasTan. aq saqme gvaqvs erovnuli simdidris dana-

kargebsa da xarjebis zrdasTan, romelic gamowveulia

narCenebis moculobis gadidebasTan. rac Seexeba narCe-

nebs, unda iTqvas, rom igi uaryofiT gavlenas axdens ara

marto ekonomikaze, aramed garemos mdgomareobasa da

adamianis janmrTelobaze. aq igulisxmeba ara marto ned-

leulis, masalebisa da energiis narCenebi, aramed xmauri,

vibracia, mtveri, energetikuli gamosxiveba da sxv.

msoflioSi cnobilia romeli saxis biznesi ra ekolo-

giur problemebTan aris dakavSirebuli. agrobiznesi,

romelic masobrivad iyenebs mineralur sasuqebsa da Sxam-

qimikatebs, did zians ayenebs garemos. mineraluri sasuqe-

bis mxolod 40-50% ixarjeba daniSnulebisamebr, danarCe-

ni niadagidan irecxeba atmosferuli da gruntis wylebiT,

xvdeba mdinareebSi, tbebSi, zRvebsa da okeaneebSi.

myari sayofacxovrebo narCenebis warmoqmnis wyaroa

sarestorno, turistuli, sakurorto da sastumros

biznesi. narCenebis lpoba-mineralizacia ramdenime weli

grZeldeba. maTi narecxi nakadebi qimiurad da baqterio-

logiurad abinZureben mdinareebsa da gruntis wylebs.

mrewvelobis dargis kompaniebi mudmivad ayeneben

zians garemos Camdinare wylebis, gamonabolqvis saxiT.

maTi saqmianobis Sedegad izrdeba qimiuri damabinZureb-

lebis Semadgenloba niadagsa da kvebis produqtebSi. gan-

sakuTrebiT saSiSia qimiuri da birTvuli sawarmoebis

narCenebi.

erovnuli simdidris danakargebs, romelic gamowve-

ulia avariebiT, katastrofebiTa da bunebrivi resurse-

bis uyairaTo gamoyenebiT, mivyavarT ZiriTadi fondebis,

savargulebis, miwisa da tyis resursebis mwyobridan ga-

mosvlamde.

85

am problemebis gadawyvetSi didi roli eniWeba eko-

nomikis ekologizacias, anu konkretuli teqnologiur-

ekonomikuri RonisZiebebis gatarebas, romelic moicavs

resursebis dazogvas, energiis principulad axali wya-

roebis Ziebas, mcirenarCenian warmoebas, narCenebis gada-

muSavebas da sxv. amisaTvis ki ekologiuri daniSnulebis

teqnikaze ar unda dawesdes maRali gadasaxadebi da ro-

gorc sazRvargareTis gamocdileba cxadyofs, ekologi-

urad orientirebuli saqmianobisTvis saWiroa xelsayre-

li sagadasaxado klimatis Seqmna, raTa ar Seiqmnas dama-

tebiTi barieri garemosdacviTi investiciebisTvis.

gamomcemloba Washington Profile http://posecur.ru/202.htm aSS-is biznesstruqturebis saqmianobis Sesaxeb aRniS-

navs, rom aq ukve gadavidnen biznesis warmarTvis axal mo-

delebze, rodesac iyeneben ,,mwvane~ politikas, anu kom-

paniebi cdiloben miaRwion fuladi saxsrebis ekonomias

da amasTan erTad, SeinarCunon planeta. ase magaliTad,

gadasvla eleqtronul dokumentbrunvaze kompanias qa-

Raldis yidvaze gaweuli xarjebis ekonomiis saSualebas

aZlevs da, amasTan erTad, qaRaldis warmoebisTvis saWi-

ro xe-tyis resursis dazogva xdeba. aseve, informaciuli

teqnologiebis masStaburi gamoyenebiT (internet-kon-

ferenciebi, skaipi) saqmian partnerebTan da klientebTan

samivlinebo xarjebis da benzinis ekonomia miiRweva. amav-

droulad, es garemos naklebi dabinZurebis saSualeba-

caa. unda aRiniSnos, rom ucxoel biznesmenebs kargad

aqvT gacnobierebuli, rom biznesis ganviTareba ekolo-

giuri normebis dacviT xels uwyobs kompaniis dadebiTi

imijis formirebas msoflio bazarze da sazogadoebaSi.

msoflio bankis mier gamoqveynebuli gamokvlevebis

mixedviT amerikuli korporaciebis 82% da evropis - 76%

oficialurad acxadebs, rom garemos dacva maTi saqmia-

nobis erT-erTi prioritetia da isini aqveyneben wliuri

86

angariSebs, sadac motanilia Sesabamisi damadasturebeli

masalebi.17

amasTan erTad, gaaqtiurda e.w. ,,mwvane investorebis~

saqmianoba, romlebic realurad exmarebian sawarmoebs

ekologiuri problemebis mogvarebaSi da maTi investici-

ebi mimarTulia ekologiurad sufTa teqnologiebis da-

nergvaze. konsaltinguri firmis ,,niu enerji faensis~ in-

formaciis Tanaxmad, 2007 wlis ganmavlobaSi aSS-Si ,,mwva-

ne investorebis~ mier am mimarTulebiT dabandda 17

mlrd dolari. saubaria im kompaniebze, romlebic dakav-

Si-rebulia energiis alternatiuli wyaroebis warmoe-

basTan, rogoricaa mzis, qaris, geoTermuli energia, bio-

sawavi da sxv.

garemosdacviT RonisZiebaze daxarjuli yoveli fi-

nansuri erTeuli iwvevs garemos mdgomareobis gaumjo-

besebas da es Sesabamisad sazogadoebaSi ukve ara marto

pozitiuri socialuri mdgomareobis maCvenebelia, ara-

med biznesis ganviTarebis aqtivia.


1. ra aris biznesis garemo da ra elementebs moicavs igi?

2. ras gulisxmobs sabazro garemos mraval-donianoba?

3. CamoTvaleT biznesgaremos oTxi done da mokled daa-

xasiaTeT isini.

4. rogoria gare faqtorebis struqtura?

5. ra mniSvneloba eniWeba samarTlebriv garemos biznes-

Si?

6. ratom aris saWiro religiuri samarTlis codna saer-

TaSoriso biznesSi?

7. ratom uWirT kompaniebs politikuri situaciisa da

politikuri riskebis Sefaseba sxva qveyanaSi?

17 Tolordava J. biznesi da ekologiuri riskebi. Jurn. ekonomika

da biznesi. #3 2010

87

8. ra mniSvneloba eniWeba saerTaSoriso biznesis ekono-

mikur garemos?

9. ra aris qveynis teqnologiuri garemos safuZveli?

10. ra aris bunebrivi garemo da ratom eniWeba biznesSi

didi mniSvneloba ekologiur midgomas?

11. ra gavlenas axdens saerTaSoriso biznesi im qveynebis

kulturaze, sadac igi funqcionirebs?

12. ras moicavs kompaniis socialuri pasuxismgeblobis

marTva?

literatura:

1. Tolordava J., biznesi da ekologiuri riskebi, J.

,,ekonomika da biznesi” ,3., 2010;

2. saerTaSoriso biznesis garemo, saqarTvelos ekonomi-

kisa da samarTlis universitetis sauniversitetTa-

Soriso konferenciis masalebi, 2010;

3. Tolordava J., biznesi da bunebrivi garemo, J.,,ekono-

mika da biznesi~ 2009;

4. Гриффин Р., Пастей М., Международный бизнес. СПб, Питер. 2006;

5. Брутланд Гру, Наше общее будущее, Доклад МКОСР. Москва, Изд. Прогресс. 1987;

6. Мескон Майкл, Франклин Хедоури, Основы менеджмента. М., Изд. Дело, 1997;

7. http:// market-pages.ru/business/78/html. Структурные уровни экономической среды бизнеса;

8. http:// vuzlib.net/beta3/html/15688/5721/ Факторы международ-ной среды;

9. Толордава Ж., Эколого-экономические проблемы и устойчивое развитие, J. ,,socialuri ekonomika~ #2 2004;

10. http:// www.imcl. ru/ecology/080907. Бизнес, инвесторы и окружающая среда.

88

Tavi IV

saerTaSoriso vaWroba: Teoria da

praqtika


1. merkantilizmis Teoria da politika;

2. absoluturi upiratesobis (a.smiTis) Teoria;

3. fardobiTi upiratesobis (d. rikardos) Teoria;

4. warmoebis faqtorebis Tanafardobis hekSer-olinis Te-

oria da misi testireba;

5. saerTaSoriso vaWrobis alternatiuli Teoriebi;

6. linderis moTxovnasTan Tanafardobis hopoteza;

7. saerTaSoriso produqtis sasicocxlo cikli;

8. maikl porteris saerTaSoriso konkurenciis Teoria;

9. saerTaSoriso savWro politikis instrumentebi.

4.1. merkantilizmis Teoria da politika

1990 wlebidan intenacionalizaciis talRis gaZlie-

reba ganapiroba qveynebis didi nawilis mier gatarebulma

politikam, romelic Ria ekonomikis formirebisken iyo

mimarTuli. internacionalizaciis procesebis gaZlie-

reba aisaxa transnacionalizaciis, integraciis da glo-

balizaciis tendenciebis gaRrmavebaSi, rac saerTaSori-

so biznesis ganviTarebisTvis xelSemwyob garemos ayali-

bebs. saerTaSoriso biznesis aqtivizaciis da msoflio

bazarTan srulfasovani integraciisTvis umniSvnelova-

nesia saerTaSoriso vaWrobis, pirdapiri ucxouri inves-

ticiebis da ekonomikuri ganviTarebis Sesaxeb ekonomi-

kuri koncefciebis da msoflio gamocdilebis Seswavla,

romlis safuZvelze momavalSi biznesis internacionali-

zaciis xelSemwyobi swori saxelisuflebo politikis ga-

tareba gaxdeba SesaZlebeli.

89

sul mcire, sami aseuli welia, rac mecnierebi ik-

vleven problemas, Tu ratom vaWroben saxelmwifoebi

(erebi) erTmaneTTan. pasuxi warmodgenil kiTxvaze dRe-

sac aqtualuria, ara marto sakiTxis mecnieruli Sesawav-

lis, aramed saerTaSoriso savaWro garigebebis praqti-

kuli realizaciis, vaWrobis mimarTulebebis, struqtu-

ris da moculobis gansazRvrisTvis.

sagareo vaWrobis sakiTxis Seswavla XVI-XVII ss.-Si

merkantilizmis epoqaSi daiwyo.

merkantilizmis Teoriisa da politikis arsi ga-

nisazRvreboda Semdegi principebiT: (1) erebis simdid-

re damokidebulia saganZuris dagrovebaze, rac Cveu-

lebriv oqros saxiT aris warmodgenili; (2) simdidris

zrdis mizniT mTavrobam unda gaataros politika,

romliTac xels Seuwyobs eqsports da SezRudavs im-

ports.

evropaSi feodalizmis ganviTarebasTan erTad sa-

xelmwifoebSi Zlerdeboda simdidris mopovebis survili,

ramac biZgi misca did geografiul aRmoCenebs. naosnobis

ganviTarebam SesaZlebeli gaxada axali kontinentebis

aRmoCena. dasavleT naxevarsferoSi moiZies oqro, ris sa-

fuZvelzec gafarTovda fulis saxiT oqros gamoyenebis

SesaZleblobebi. Zlieri saxelmwifoebi koloniebs ip-

yrobdnen da ibrZodnen gavlenis sferoebis gadanawile-

bisTvis. gaizarda qalaqebis ricxvi. aRorZinebis epoqaSi

ganaTlebis saerTo done amaRlda.

am istoriul fonze saWiro gaxda axali ekonomiku-

ri koncefcia, romelic axali meurneobrivi sistemis Se-

sabamisi iqneboda da erovnuli ekonomikis ganviTarebis-

Tvis ucxouri eqspansiis aucileblobas daamtkicebda.

aseTi Teoria gaxda merkantilizmi (T. mani, u. peti).

merkantilizmis mimdevarTa azriT, SezRuduli simdidre

arsebobs, anu erTi qveynis simdidris zrda SesaZlebelia

sxva qveynis gaRaribebis xarjze. ramdenadac gamdidreba

SesaZlebelia simdidris gadanawilebis gziT, amitom

90

Zlieri ekonomikis Sesaqmnelad saWiroa Zlieri saxelmwi-

fo manqana.

merkantilistebis azriT, ekonomikuri sistema Sed-

geba sami seqtorisgan: sawarmoo, sasoflo-sameurneo da

ucxouri koloniebisgan. isini vaWrebs ganixilavdnen

ekonomikuri sistemis warmatebuli funqcionirebis au-

cilebel jgufad, xolo Sroma miCneuli iyo warmoebis

ZiriTad faqtorad. mdidari qveyana oqro-vercxlis sim-

ravlesTan asocirdeboda. merkantilistTa azriT, sa-

xelmwifom erovnuli poziciebis SesanarCuneblad unda

Seasrulos Semdegi miTiTebebi:

-SeinarCunos dadebiTi savaWro balansi _ gaitanos

meti saqoneli, vidre Semoitanos, radgan es ukanaskneli

uzrunvelyofs oqros gadinebas, rac, Tavis mxriv, amci-

rebs saSinao warmoebas da dasaqmebas;

-unda moaxdinos sagareo vaWrobis regulireba, ra-

Ta gazardos eqsporti da Seamciros importi dadebiTi

savaWro saldos SenarCunebis mizniT. gamoiyenos tarifi,

kvota da savaWro politikis sxva instrumentebi;

-akrZalos, an mkacrad SezRudos nedleulis gatana,

xolo nedleulis importi moaxdinos ubaJod. es oqros

maragis akumulirebas Seuwyobs xels da SenarCunebuli

iqneba dabali fasebi mza produqciaze;

- akrZalos Tavisi koloniis yovelgvari vaWroba

sxva qveynebTan, aukrZalos mas mza nawarmis warmoeba, ra-

Ta igi gadaiqces metropolisTvis nedleulis mimwodeb-

lad.

merkantilisturi TvalsazrisiT, ekonomikuri sis-

tema funqcionirebs arasruli dasaqmebis pirobebSi, Se-

sabamisad, ucxoeTidan oqros modinebiT SesaZlebelia

warmoebis zrda. da piriqiT, sruli dasaqmebis pirobebSi,

ucxoeTidan oqros modineba gamoiwvevs inflaciis zrdas.

merkantilizmis praqtikaSi gamoyenebam Zvirfasi

liTonebis gacvlaze saxelmwifo kontroli daamkvidra.

saxelmwifo krZalavda oqro-vercxlis gatanas kerZo pi-

91

rebis mier. damnaSaveebs mkacrad sjidnen. mTavroba saga-

reo vaWrobis nebas rTavda gansazRvrul kompaniebs gan-

sazRvruli marSrutiT, mTavroba axdenda eqsportis

subsidirebas, nedleulis importi ar ibegreboda da a. S.

merkantilistebma pirvelebma miaqcies yuradReba

sagareo vaWrobis rols qveynis ekonomikur zrdaSi, Seq-

mnes misi ganviTarebis erT-erTi modeli: pirvelad Semo-

itanes ekonomikaSi aRricxvis forma, rasac dRes sagada-

saxdelo balansi ewodeba.

merkantilistebis Sexedulebebis SezRuduloba

Cans im TvalsazrisSi, rom erTi qveynis gamdidreba xdeba

meoris gaRaribebis xarjze. maT ver gaTvales, rom gam-

didreba SesaZlebelia qveynis ganviTarebis gziTac. Tum-

ca, fiziokratebisgan gansxvavebiT, romelTac ignorire-

ba gaukeTes sagareo vaWrobas, merkantilistTa ideebma

biZgi misca klasikuri skolis Sexedulebebis Camoyalibe-

bas saerTaSoriso ekonomikaSi.

merkantilistTa Sexedulebebi pirvelad gaakriti-

ka ingliselma ekonomistma devid iumma (1711-1776 ww.),

romelmac Seqmna urTierTzemoqmedebis modeli: fasi —

sanelebeli — nakadi. man eWvqveS daayena merkantilistTa

azri, rom qveynebs SeuZliaT usasrulod daagrovon oq-

ro da es gavlenas ar moaxdens maT saerTaSoriso konku-

rentunarianobaze. savaWro balansis dadebiTi saldos

SenarCuneba gazrdis qveynis SigniT fulis miwodebas da

gamoiwvevs xelfasis da fasebis zrdas. fasebis zrdis Se-

degad qveynis konkurentunarianobac daecema. da piriqiT,

qveynidan oqros gadineba dascems fasebis dones da aa-

maRlebs qveynis konkurentunarianobas. amrigad, Siga

faqtorebi savaWro balansis dadebiTi saldos SenarCu-

nebas ewinaaRmdegeba. misi azriT, swored, qveynebs Soris

oqros moZraoba aris erovnuli ekonomikebis faruli mo-

wesrigebis meqanizmi, xolo Tu eqsportis sidide mimar-

Tuli iqneba importis moculobasTan Sesabamisobisken,

savaWro saldo nulis toli gaxdeba.

92

XVIII s-is dasasruls merkantilisturi Sexedulebe-

bi Secvala fritrederulma, romelic amtkicebda, rom

calkeuli eris interesebSi Sedis vaWrobis yovelgvari

Tavisufleba — ubralod xalxma unda ivaWros ise, ro-

gorc maT surT. ZiriTad sakiTxad rCeboda im faqtore-

bis gansazRvra, romlebic wamyvan rols asruleben savaW-

ro struqturis formirebisas.

marTalia, merkantilistebis epoqa meTvramete sau-

kunis dasawyisisTvis dasrulda, magram maTi mravali ar-

gumentiT dResac sargebloben neomerkantilistebi da

politikosebi, romelTac surT SemzRudavi savaWro po-

litikis gatareba. magaliTad, amerikuli kompaniebis men-

jerebi aprotesteben iaponiis savaWro politikas, rom-

lis proteqcionistuli xasiaTi iaponuri kulturis gav-

lenas ganicdis. aSS dolars da iaponur iens Soris sac-

vleli kursiT manipulireba aRniSnuli qveynebis savaWro

politikis umiSvnelovanesi berketia konkurenciul

brZolaSi.

4.2. absoluturi upiratesobis

( a. smiTis) Teoria

absoluturi upiratesobis Teoria xsnis erebis

absolutur upiratesobas, rodesac mas SeuZlia saqo-

neli da momsaxureba awarmoos imaze naklebi danaxar-

jebiT, rasac xarjavs sxva qveyana imave saqonlisa da

momsaxurebis warmoebaze.

adam smiTma naSromSi `gamokvleva xalxTa simdidris

bunebisa da mizezebis Sesaxeb~ gailaSqra sagareo vaWro-

baSi proteqcionizmis winaaRmdeg. man erebi ojaxur me-

urneobebs Seadara da aRniSna, rom saojaxo meurneobebi

sakuTari aucilebeli saWiroebebis nawils awarmoeben,

sxva produqcias ki nametis gayidvis xarjze yiduloben.

igive principi SeiZleba mivusadagoT erebsac.

93

a. smiTi werda, rom yvela Wkviani cdilobs iyidos

sxvisgan is, risi warmoebac mas Zviri ujdeba. mag: TerZi

TavisTvis ar ikeravs Ceqmebs, aramed yidulobs xarazisa-

gan; asevea samefoSic. saxelmwifos SeuZlia iyidos esa

Tu is saqoneli, romelic mas Zviri ujdeba, sxva qveynis-

gan iafad, im saqonlis sanacvlod, romlis warmoebaSic

mas absoluturi upiratesoba gaaCnia.

wamyvani qveynebis manqanur warmoebaze gadasvlis

periodSi a. smiTma dasva racionaluri saerTaSoriso

vaWrobis sakiTxi. man gaakritika merkantilizmi da dauS-

va, rom saxelmwifosTvis SesaZlebelia momgebiani iyos

saqonlis ara marto gayidva sagareo bazarze, aramed

SeZenac; amasTan, ecada ganesazRvra, romeli saqonlis

eqsportireba da romlis importireba aris momgebiani.

misma midgomam ekonomikur literaturaSi absoluturi

upiratesobis modelis saxeli miiRo. man zogierTi same-

urneo subieqtebis saqmianobis damaxasiaTebeli saerTo

principi gamoacalkeva da ganavrco sagareo vaWrobaze.

a. smiTis idea SeiZleba gamovxatoT ubralo mode-

liT, Tumca, radgan nebismieri modeli abstraqtulia, ma-

sac aqvs zogierTi piroba:

1. msoflioSi mxolod ori qveyanaa;

2. qveynebSi mxolod ori saqoneli iwarmoeba;

3. qveynebs Soris saqonliT vaWroba xorcieldeba

SeuzRudavad;

4. saerTaSoriso vaWroba dabalansebulia (impor-

ti = eqsports);

5. qveynebs Soris warmoebis faqtorebi ar gadaad-

gildeba;

6. mxolod Sroma axdens gavlenas mwarmoebluro-

basa da saqonlis fasze;

7. Sromasa da produqciis gamoSvebas Soris Sesa-

bamisoba (masStabis efeqti) mudmivia;

8. warmoebis faqtorebi dargebs Soris absolutu-

rad mobiluria;

94

9. orive qveynis dargebSi adgili aqvs srulyofil

konkurencias.

absoluturi upiratesobis modelis Sesaswavlad

ganvixiloT saqarTvelos da ukrainis magaliTi:

cxrili 1. absoluturi upiratesobis principi

saqarTvelo (Sromi-

Ti danaxarjebi)

ukraina

(SromiTi danaxarjebi)

S saqoneli

T saqoneli

3 sT.

6 sT.

12 sT.

4 sT.

cxrilSi #1 mocemulia droiTi monacemebi, rome-

lic saWiroa konkretuli saqonlis erTeulis sawarmoeb-

lad calkeul qveyanaSi. Cans, rom S saqonelis erTeulis

warmoebaze saqarTveloSi naklebi dro ixarjeba, vidre

ukrainaSi, rac niSnavs saqarTvelos absolutur upira-

tesobas ukrainasTan mimarTebaSi, S saqonlis warmoebaSi.

Tavis mxriv, ukraina flobs absolutur upiratesobas T

saqonlis warmoebaSi. Tu saqarTvelo Seamcirebs T saqon-

lis warmoebas, gazrdis S saqonlis warmoebas, ukraina ki,

piriqiT. amgvarad, gvaqvs Sromis saerTaSoriso danawi-

leba da saerTaSoriso vaWroba absoluturi upirateso-

bis principis safuZvelze.

im SemTvevaSi, Tu saqarTvelo T saqonlis warmoebas

Seamcirebs, 1 erTeuliT dazogavs 6 saaTs da am dros mo-

axmars ori cali S saqonlis warmoebas. ukrainaSi ki 1 ca-

li S saqonlis warmoebis ekonomiiT Tavisufldeba 12 saa-

Ti, romelic SeiZleba gamoyenebul iqnas damatebiT 3 er-

Teuli T saqonlis sawarmoeblad. am SemTxvevaSi, mTlia-

nad S saqonlis msoflio warmoeba 1 erTeuliT gaizrdeba,

T saqonlis ki — 2-iT.

amrigad, msoflio warmoeba izrdeba ara damatebiTi

resursebis moxmarebis, aramed Sromis saerTaSoriso da-

nawilebis safuZvelze (ix. cxrili 2).

95

cxrili 2. mogeba Sromis saerTaSoriso danawilebidan

absoluturi upiratesobis safuZvelze

saqarTvelo ukraina mTeli

msoflio

S saqoneli

T saqoneli +2 c

—1 c

—1 c

+ 3 c

+1 c

+ 2 c

absoluturi upiratesobis Teoriis safuZvelia bu-

nebrivi upiratesobis arseboba, magram arsebobs SeZenili

upiratesobebic.

absoluturi upiratesobis modeli: saerTaSori-

so vaWroba momgebiania im SemTxvevaSi, Tu ori qveyana

vaWrobs iseTi saqonliT, romelsac awarmoeben mcire

danaxarjebiT partnior qveyanasTan SedarebiT.

Tu davuSvebT, rom Sroma warmoebis erTaderTi faq-

toria da qveyanaSi sruli dasaqmebaa, absoluturi upira-

tesoba niSnavs, rom pirvel qveyanas naklebi dro sWir-

deba mocemuli saqonlis erTeulis sawarmoeblad sxva

qveyanasTan SedarebiT.

aRniSnulis miuxedavad, a. smiTis daskvnebi xSir Sem-

TxvevaSi arasrulyofili iyo. man ver ukuagdo mtkiceba

imis Sesaxeb, rom importis SezRudva qmnis axal samuSao

adgilebs. amasTan, is imedovnebda, rom calkeuli eri

flobs absolutur upiratesobas Tavisi savaWro partni-

orebis mimarT, rom miawodos imdenive saqoneli, ramde-

nic Seisyideba sazRvargareT, mxolod im pirobiT, Tu

vaWroba iqneba Tavisufali SezRudvebisa da reglamenta-

ciebisagan. Tumca bevri kiTxva upasuxod darCa.

4.3. fardobiTi upiratesobis

(d. rikardos) Teoria

a. smiTs ar ganuxilavs situacia, rodesac romelime

qveyana flobs absolutur upiratesobas yvela saqonlis

96

warmoebaSi. amgvari gamokvleva gaakeTa d. rikardom naS-

romSi `politikuri ekonomiisa da dabegvris safuZvlebi~

(1819). man Camoayaliba urTierTsargebliani vaWrobis da

saerTaSoriso specializaciis saerTo principi, romel-

Sic smiTis modeli ganixila kerZo SemTxvevis saxiT. (ix.

cxrili 3)

cxrili 3. erTi qveynis absoluturi upiratesobebi

yvela saqonlis warmoebisas

(fardobiTi upiratesobis SemTxveva)

saqarTvelo(Sromi-

Ti danaxarjebi)

ukraina

(SromiTi danaxarjebi)

S saqoneli

T saqoneli

4 sT.

2 sT.

5sT.

5 sT.

es SemTxveva ganixileba fardobiTi upiratesobis

modelis saxiT, sadac saqarTvelo orive saqonlis warmo-

ebaSi flobs absolutur upiratesobas.

XIX s-is dasawyisSi d. rikardo cdilobda gamoek-

vlia vaWrobis warmoSobis mizezebi da amis safuZvelze

aexsna Tavisi TanamemamuleebisaTvis Tavisufali vaWro-

bis upiratesobani. kvleva-Ziebam mogvca klasikuri das-

kvna: orive qveyanas SeuZlia miiRos mogeba erTmaneTTan

vaWrobiT, Tu TiToeuli daspecialdeba im saqonlisa da

momsaxurebis warmoebasa da vaWrobaze, raSic flobs

fardobiT upiratesobas.

d. rikardom gviCvena, rom im SemTxvevaSic ki, Tu qve-

yana ar flobs absolutur upiratesobas, vaWroba mainc

xelsayrelia orive mxarisaTvis. vaWrobis ar arsebobisas,

Tu qveynebSi fasebs Soris arsebobs umciresi sxvaoba ma-

inc, es niSnavs, rom calkeuli qveyana flobs fardobiT

upiratesobas, e.i. mas yovelTvis aqvs is saqoneli, rom-

lis warmoebac misTvis momgebiania warmoebis xarjebis

arsebuli Sesabamisobisas, vidre sxva saqonlis warmoeba.

swored es saqoneli unda gaitanon eqsportiT sxva saqo-

nelze gasacvlelad.

97

d. rikardom Camoayaliba fardobiTi upiratesobis

kanoni: TiToeuli qveyana flobs fardobiT upirate-

sobas ama Tu im saqonlis warmoebaSi da aqedan iRebs

mogebas, vaWrobs ra am saqonliT da yidulobs sxvas.

gacvlidan miRebuli mogeba ar aris damokidebuli ima-

ze, Tu ra absolutur upiratesobas flobs qveyana,

aramed ubralo faqtze: vaWrobis ararsebobis piro-

bebSi xarjebis Sesabamisobaze (fardobiT upirateso-

baze).

amgvarad, sagareo vaWrobis wyaro SeiZleba iyos

mxolod gansxvaveba saqonelTa warmoebis xarjebs So-

ris. yuradReba ar eqceva danaxarjebis absolutur zo-

mebs. aq saqme exeba ara ori qveynis danaxarjebis erTe-

ulebs Soris fardobas, aramed saqme gvaqvs erT qveya-

naSi warmoebuli saqonlis meore saqonelSi gamoxatu-

lebasTan warmoebis xarjebis mixedviT, anu alterna-

tiul RirebulebasTan.

ibadeba kiTxva: romeli qveyana igebs da romeli

agebs sagareo vaWrobidan? vaWroba konkurenciul bazar-

ze moTxovna-miwodebis urTierTqmedebis Sedegia. moT-

xovna da miwodeba bazarze an Cveuli formiT gamodis, an

sawarmoo SesaZleblobebisa da momxmarebelTa arCevanis

(upiratesobis) urTierTzemoqmedebis saxiT.

mTlianad ra SeiZleba iyos warmoebuli da gamoyene-

buli, amaze metyvelebs sawarmoo SesaZleblobebis

mrudebi, romelTa saSualebiT SegviZlia gamovsaxoT

calkeuli qveynisaTvis sxvadasxva saqonelis gamoSvebis

moculobaTa kombinaciebi, romlebic miiRweva Tavisi re-

sursebis `sruli da metad efeqtiani~ moxmarebisas.

absoluturi da fardobiTi upiratesobis martivi

koncefciebi saerTaSoriso vaWrobis safuZvels warmo-

adgenen, magram ar unda dagvaviwydes, rom isini mxolod

Sromis danaxarjis erTeulze xsnian erebs Soris vaWro-

bis mizezebs. yuradRebis koncentracia SromiT danaxar-

jebze ganpirobebuli iyo imiT, rom am periodSi SromiTi

98

danaxarjebi sawarmoo danaxarjebis gaangariSebisas um-

niSvnelovanes faqtorad iTvleboda. XIX saukunis dasas-

rulsa da XX saukunis dasawyisSi saerTaSoriso vaWroba-

Si struqturuli Zvrebi ganxorcielda. bunebrivi re-

sursebis, rogorc Sromis saerTaSoriso danawilebis

faqtoris roli arsebiTad Semcirda. Seicvala Sromis

mwarmoeblurobac da vaWroba ganviTarebis Tanabari do-

nis qveynebs Soris (aSS da dasavleT evropa) gaaqtiurda.

4.4. warmoebis faqtorebis Tanafardobis

hekSer-olinis Teoria da misi testireba

(leontievis paradoqsi)

Svedma mecnierma eli hekSerma (cnobili specialis-

ti ekonomikis istoriaSi) mogvca Tanamedrove Sexedule-

bebi saerTaSoriso vaWrobis mimarTulebebisa da struq-

turis Sesaxeb. man faqtortevadobis Teoriis amosavali

principebi Camoayaliba mokle statiaSi (1919 w.), rome-

lic 30-ian wlebSi bertil olinma (stokholmis universi-

tetis profesori da nobelis premiis lauriati) ganavi-

Tara. hekSer-olinis Teoria xsnis fasebs Soris saerTa-

Soriso gansxvavebis mizezebs, romelic savaWro urTier-

Tobebis damyarebamde arsebobs. principSi fasebs Soris

sxvaoba bevri mizeziT aixsneba: SeiZleba gansxvavebulia

moTxovnis struqtura (maudze moTxovna — civi klima-

tiT), an gansxvavebaa teqnologiaSi (mag: gamoimuSaves ma-

udis warmoebis efeqtiani meTodi).

hekSeri da olini moTxovnasa da teqnologiebSi

sxvaobas ar Tvlidnen saerTaSoriso fasebis gansxvavebis

mizezad. maTi azriT, saerTaSoriso fasebs Soris gansxva-

vebis wyaroa warmoebis faqtorebiT uzrunvelyofa.

hekSer-olinis Teoriis mixedviT, saqoneli, rome-

lic Tavis sawarmoeblad moiTxovs mniSvnelovan xar-

jebs (warmoebis Warb faqtorebs) da mcire xarjebs (de-

99

ficitur faqtorebs), icvleba im saqonelze, romelic

warmoebulia faqtorTa ukuproporciuli gamoyene-

biT. e.i. farulad eqsportirdeba Warbi, xolo impor-

tirdeba deficituri warmoebis faqtorebi. warmoebis

faqtorTa siWarbe niSnavs, rom Tanafardoba mis raode-

nobasa da sxva faqtorebs Soris maRalia danarCen qvey-

nebTan SedarebiT. magaliTad, miwis faqtori intensiu-

rad gamoiyeneba marcvleulis warmoebaSi, Sromis faqto-

ri ki — qsovilis warmoebaSi; maSin kanada, romelic War-

bad aris uzrunvelyofili miwiT, rogorc faqtoriT, ga-

itans marcvleuls da Semoitans indoeTis warmoebul

qsovils, radgan indoeTi, kanadasTan SedarebiT, SromiT

ufro Warbad uzrunvelyofili qveyanaa. hekSer-olinis

Teoriis Tanaxmad, amgvari gacvla qsovilis Sromatevadi

da marcvleulis miwatevadi xasiaTidan gamomdinareobs.

hekSer-olinis Teoriis erT-erTi damsaxureba imaSi

mdgomareobs, rom igi gvaZlevs sagareo vaWrobis zemoq-

medebT sazogadoebaSi Semosavlebis gadanawilebis rea-

lur suraTs, sadac individebi warmoebis sxvadasxva faq-

torebis mflobelebis saxiT arian warmodgenili (mag;

fermeri, miwaTmflobeli, arakvalificiuri muSa da a.S.).

hekSer-olinis Teoria faqtebze dayrdnobiT amtkicebs,

rom saerTaSoriso vaWroba sazogadoebas hyofs jgufe-

bad: vinc igebs da agebs, ramdenadac SedarebiTi fasebis

cvlileba iwvevs warmoebis faqtorTa koncentracias

calkeul individTa xelSi sxvebis xarjze.

Sesabamisad, rac meti faqtoria specializebuli

(Tavmoyrili) saeqsporto warmoebaSi, miT metia mogeba

sagareo vaWrobidan da piriqiT, rac meti faqtoria

koncentrirebuli importTan konkurentul sferoSi,

miT metia danakargi sagareo vaWrobis Sedegad.

hekSer-olinis neoklasikuri koncefciis Tanaxmad,

maqsimaluri efeqtis misaRwevad, vaWroba umeteswilad

unda ganxorcieldes iseT qveynebs Soris, romelTac eko-

nomikis struqtura maqsimalurad gansxvavebuli aqvT.

100

Tumca, XX saukunis 40-50 wlebSi msoflio bazarze ganvi-

Tarebulma tendenciebma cxadhyo hekSer-olinis Teori-

is Seusabamoba realobasTan. hekSer-olinis Teoriis sa-

marTlianobis Semowmeba mravalma mkvlevarma scada, ro-

melTa Soris aRsaniSnavia vasil leontievis kvleva, ro-

melic leontievis paradoqsis saxeliT aris cnobili

(1953).

omisSemdgom periodSi aSS, sxva qveynebTan Sedare-

biT, ufro metad iyo kapitaliT uzrunvelyofili da

xelfasic ramdenadme didi iyo. hekSer-olinis Teoriidan

gamomdinare, aSS iTvleboda kapitalis eqsportior da

Srometevadi saqonlis importior qveynad, Tumca leon-

tievis kvlevis Sedegebi paradoqsuli aRmoCnda: aSS-is

eqsportis Sromatevadobis done maRali iyo aSS-is im-

portis Sromatevadobis donesTan SedarebiT. vasil le-

ontievma 50-ian wlebSi Seamowma hekSer-olinis Teoriis

samarTlianoba da faqti, rom aSS hekSer-onilis Teoriis

mixedviT ekonomikaSi iTvleboda kapitalis eqsportio-

rad. gamokvlevis Sedegi paradoqsuli aRmoCnda: hekSer-

olinis Teoria realobas scildeba, radganac arsebobs

faqtorTa simravle, romelTa uaryofac ar SeiZleba.

aSS-Si ki kapitali warmoebis faqtorTa Soris arc ise

Warbad aRmoCnda: amerika iyo iseTi saqonelis eqsporti-

ori, romlis warmoebaSi miwa da maRalkvalificiuri kad-

rebi gamoiyeneboda, xolo importirdeboda kapitalte-

vadi produqcia.

kapitaltevadi saqonlis importi SeiZleba aixsnas

Semdegnairad: aSS-s Semohqonda nedleuli, romlis war-

moebac maRali kapitaltevadobiT xasiaTdeba. mniSvnelo-

vania kvalificiuri samuSao Zalis sakiTxic: sakadro po-

tenciali, upirvelesad, iqmneba ganaTlebaSi ganxorcie-

lebuli investiciebis xarjze. maRali kvalifikaciisa da

muSaTa profesiuli momzadebisTvis xangrZlivi perio-

dia saWiro da es dro Zvirad fasobs. es niSnavs, rom neok-

lasikur koncefciaSi aucilebelia warmoebis faqtorTa

101

ricxvis zrda. amasTan, hekSer-olinis Teoria satran-

sporto danaxarjebs ignorirebas uwevda, Tumca arse-

bobs produqcia, romelze gaweuli satransporto dana-

xarjebi ufro maRalia, vidre mis warmoebaze gaweuli

xarjebi. aseve, umniSvnelovanesia momxamarebelTa gemov-

nebaSi arsebuli gansxvavebebi. magaliTad, aSS-Si warma-

tebulad iyideba franguli warmoebis sunamoebi, tansac-

meli da Rvino, maSin rodesac aSS awarmoebs igive saqo-

nels, Tanac sakmaod iafad.

v. leontievis ideis ganviTarebaze sxva qveynebic

muSaobdnen: 1959 wels iaponiaSi eqsport-importis ana-

lizma aCvena, rom qveyanas gaaqvs kapitaltevadi da Semo-

aqvs Sromatevadi produqcia. es ewinaaRmdegeba hekSer-

olinis Teorias, Tumca aSS-iaponiis ormxrivi vaWroba

Seesabameboda hekSer-olinis Teoriis Sedegebs.

paradoqsuli Sedegebi miiRo indoelma mecnierma r.

bxaradvaJem, romelmac indoeTis sagareo vaWroba gamo-

ikvlia.

bevri mkvlevari am problemis axsnisas cdilobda

konkretuli qveynis sagareo savaWro kavSirebis kvlevi-

sas esargebla e.w. ,,Sesworebuli~ neoklasikuri koncef-

ciiT. Sesworebis ZiriTadi datvirTva modioda faqtor-

Ta ricxvis zrdaze. upirveles yovlisa, kvlevaSi CarTes

damatebiTi faqtorebi: ,,teqnologia~, ,,kvalificiuri

samuSao Zala~, ,,xarisxi~ da a.S.

4.5. saerTaSoriso vaWrobis

alternatiuli Teoriebi

sagareo vaWrobis problemaTa analizis axali mid-

gomiT bevri Tanamedrove Teoria daupirispirda fardo-

biTi upiratesobis doqtrinas, radgan analizis obieqtad

SearCies ara calkeuli qveyana, aramed saerTaSoriso

firma.

102

kvlevis amgvari midgoma mkafiod aris Camoyalibe-

buli amerikeli mkvlevarebis s. robokisa da k. simon-

dsis naSromebSi. maTi azriT, ,,vaWrobis tradiciuli Te-

oriis mier warmoebis internacionalizaciis procesis

arsSi Cawvdomis uunaroba SeiZleba aixsna sakiTxis aras-

wori dasmiT. vaWrobis Teoriam dasva kiTxva: ratom vaW-

roben erebi? es ar aris konkretuli kiTxva. biznesmenebs

sul ufro meti saqoneli SeaqvT da gaaqvT qveynebSi, amas-

Tan saqoneli ar scildeba erTi firmis farglebs. kiTxva

unda daisvas ase: ratom moZraobs saqoneli da momsaxure-

ba erebs Soris? am kiTxvaze pasuxis gacemisas naTeli

xdeba, rom erTeuli, romelic iRebs gadawyvetilebas —

es aris komerciuli dawesebuleba da ara eri~ (Robok S.H., Simmonds K. International Business. How Big is it?”, 1973, #4 P.91).

amgvari midgomis obieqturi safuZveli aris ekono-

mikuri mecnierebis mier zogadad aRiarebuli faqti, rom

sagareo savaWro operaciebis mniSvnelovani nawili faq-

tobrivad firmaTaSoris gacvlaa. firmaTaSoris vaWro-

bis Tavisebureba, riTac igi gansxvavdeba tradiciuli sa-

gareo vaWrobisgan, gamoxatulia Tanamedrove sagareo

gacvlis Tvisobriv xasiaTsa da TaviseburebaSi. firmaTa-

Sorisi vaWroba eyrdnoba damxmare nawilebisa da naxevar-

fabrikatebis gacvlas. rogorc sagareo vaWrobis ganvi-

Tarebis tendenciis analizi gviCvenebs, swored amgvari

Sigadargobrivi gacvla gamoirCeva swrafi tempebiT.

saerTaSoriso monopoliebi dainteresebulni arian

upirvelesad iseT qveynebs miawodon saqoneli, romlebic

sakuTari maxasiaTeblebiT monopoliis warmoSobis qvey-

nis parametrebs emTxveva. sagareo savaWro statistika

mowmobs, rom sagareo vaWroba farTovdeba ganviTarebul

qveynebs Soris (msgavsi qveynebis Teoria).

saerTaSoriso monopoliebis amgvari moqmedeba,

pirdapiri investiciebis miznidan gamomdinare, xSirad

ewinaaRmdegeba fardobiTi upiratesobis doqtrinas.

103

mag.: kapitalis gatanis mizania maRali saprocento ganak-

veTis miReba, ganviTarebad qveynebSi ki cota kapitalia,

procenti ki maRali. es daskvna gamomdinareobs fardobi-

Ti upiratesobis kanonidan, sinamdvileSi ki, Tanamedro-

ve periodSi kapitalis gatanis mizani miwodebis alter-

natiuli wyaros Ziebaa.

analogiurad, nedleulis miwodebis wyaros arCevi-

sas, firmis mmarTveli ganyofileba upiratesobas aniWebs

ufro Zvir mimwodeblebs, magram im firmas, romelic

mTlianad mis daqvemdebarebaSia. yvela SemTxvevaSi, kon-

trolis xarisxi yvelaze mniSvnelovania saqonlis an war-

moebis faqtorebis fasebTan SedarebiT.

magaliTad, qveynebis stabiluroba erT-erTi indi-

katoria, romelic gamoiyeneba germaniaSi investiciebis

ganxorcielebis Sefasebisas. misi mniSvneloba Zalian ma-

Ralia xelfasis donesTan da kreditis procentTan, anu

samuSao Zalis da kapitalis fasebTan SedarebiT.

4.6. linderis moTxovnasTan

Tavsebadobis hipoTeza18

Semosavlis cvlilebisas sagareo vaWrobisa da moT-

xovnis cvlilebis Sesaxeb arsebobs hipoTeza, romelic

ekuTvnis Sved ekonomistsa da politikoss s. b. linders.

es aris moTxovnasTan Tavsebadobis hipoTeza, romelic

xsnis mizezobriv kavSirebs Semosavlis — upiratesobis

(arCevanis) — teqnologiis da sagareo vaWrobis jaWvSi.

mosaxleobis erT sulze Semosavlis zrda amaRlebs moce-

muli qveynis moTxovnis struqturaSi xangrZlivi moxma-

rebis sagnebis wils (engelis kanonis mixedviT); moTxov-

nis koncentracia xangrZlivi moxmarebis sagnebze mwar-

moeblebs teqnologiis srulyofis survils aRuZravs.

18 Teoriis qarTulenovani saxelwodeba avtoriseulia. e.l.

104

mwarmoeblurobis zrda, romelic ganpirobebulia moT-

xovnis zrdiT, amcirebs am xangrZlivi moxmarebis saqon-

lis fass da zrdis eqsports. amrigad, mosalodnelia,

rom qveyana eqsportis saxiT gaitans im saqonels, romlis

xvedriTi wili saSinao moxmarebaSi maRalia.

s. linderma ganixila teqnologiurad axali saqon-

lis Taviseburebebi, romeliTac meoce saukunis 40-50

wlebSi amerikuli firmebi gavidnen evropis bazarze. mdi-

dari amerikeli ufro TavSekavebuli aRmoCnda axali Zvi-

radRirebuli amerikuli warmoebis saqonlis moxmarebaSi.

evropelTa cxovrebis donis amaRlebis paralelurad ki

axalma amerikulma saqonelma monaxa Tavisi gza evropisken.

s. linderi akeTebs daskvnas, rom teqnologiurad

rTuli nakeToba firmebis mier iqmneba rogorc ukve ar-

sebul moTxovnaze pasuxi, reaqcia, upirvelesad saSinao

bazrisTvis, Semdgom firma afarToebs warmoebas da ga-

dis sagareo bazarze. es niSnavs, rom moxmarebis struq-

tura importior qveyanaSi maqsimalurad axlos unda

iyos kompaniis mmarTveli ofisis qveynis moTxovnis

struqturasTan.

magaliTad, Tu amerikeli awarmoebs CaquCs, rom-

lis Rirebulebac 100 aSS dolaria, mas SeiZenen iaponiaSi,

an germaniaSi. ar SeiZenen ganviTarebad qveynebSi, radgan

aq urCevniaT CaquCi SeiZinon 10 aSS dolarad.

s. linderis moTxovnasTan Tavsebadobis Teoria

xsnis sagareo vaWrobis ganviTarebis tendenciebs ganvi-

Tarebul qveynebs Soris, sadac saqonlis sawarmoo da sa-

momxmareblo moTxovnebi analogiuria.

linderis hipoTezas saboloo Semowmeba ar gauv-

lia. misi Tvalsazrisi eqsportisa da SedarebiT maRali

fasis saqonlis Sesaxeb, samarTliania saavtomobilo baz-

risaTvis, ramdenadac calkeul qveyanas ufro meti ga-

aqvs im markis manqanebi, romelTa fasic Seesabameba maTi

sakuTari Semosavlis dones. Tumca s. linderis Teoria

mxolod teqnologiurad rTuli saqonlis sagareo ba-

105

zarze miwodebis aspeqtebs xsnis. misi damatebiTi damuSa-

vebis Semdeg Seiqmna ,,saerTaSoriso produqtis sasico-

coxlo ciklis Teoria~.

mecnierebatevadi, maRalteqnologiuri dargebis

ganviTarebam da produqciis saerTaSoriso gacvlam ga-

moiwvia neoteqnologiuri mimarTulebis Camoyalibeba.

erovnuli produqtis ganawilebaSi izrdeba maTi wi-

li, vinc gamoimuSavebs ufro rTul siaxles da flobs

sakmarisad maRal kvalifikacias warmoebaSi gamosayeneb-

lad. mtp sagareo vaWrobis gafarToebis wamyvani faqto-

ri xdeba da eWqveS ayenebs warmoebis faqtorebTan dakav-

Sirebuli Teoriis gamartivebul variants. mtp aris cod-

nis potencialis zrda, warmatebis faqtorTa zrda, ro-

melTa anazRaureba dakavSirebulia patentebis, licenzi-

ebis gayidvidan miRebul SemosavalTan. warmatebis faq-

torebis msgavsad, axali teqnologiis mier erovnuli

sazRvrebis gadalaxvis dros didi winaaRmdegoba warmoi-

Soba. axali informaciis importi Zviri jdeba. xSirad mis

gacemas krZalavs saxelmwifo. mtp-is analizis CarTva

kvlevis procesSi imis saSualebas iZleva, rom gamovavli-

noT zogadad sagareo vaWrobis struqturis cvlilebis

kanonzomierebani.

4.7. produqtis saerTaSoriso

sasicocxlo cikli

raimond vernonma (1960) Camoayaliba produqtis sa-

erTaSoriso sasicocxlo ciklis hipoTeza, romlic

xsnis inovaciis rols vaWrobaSi da produqtis srul sa-

sicocxlo cikls internacionalizaciis safexuridan

standartizaciamde. (ix. naxazi. 1)

naxazidan Cans, rom saerTaSoriso produqtis sasi-

cocxlo cikli moicavs 4 etaps: 1. ganviTarebuli qveyni-

dan axali produqtis eqsportireba; 2. axali produqtis

106

ucxouri warmoebis dawyeba; 3. ucxouri konkurenciis

dawyeba axali produqtis saeqsporto bazrebze; 4. impor-

tuli konkurencia Siga bazrebze.

sawyis etapze axali produqtis warmoebisTvis saWi-

roa mowinave mowyobiloba da kvalificiuri samuSao Zala,

amitomac momgebiania es saqoneli saeqsportod im qveyana-

Si iqnas warmoebuli, sadac pirvelad gaCnda moxmarebaSi.

Cveulebriv es maRali Semosavlebis mqone qveynebia, rad-

ganac es saqoneli ekonomikuri TvalsazrisiT, ZviradRi-

rebuli produqciaa. meore etapze axali produqtis mwar-

moebeli mowinave qveynebidan saqoneli eqsportirdeba

msgavsi Semosavlebisa da moTxovnis qveynebSi. garkveuli

drois Smdeg, mesame etapze saeqsporto bazrebze konku-

rencia Zlierdeba. am etapze produqti ukve Cveulebrivi

da standartuli xdeba, amitomac aRaraa saWiro misi maRa-

li teqnologiiT warmoeba. bolo etapze standartuli sa-

qonlis warmoeba gadadis sxva qveynebSic.

naxazi 1. produqtis saerTaSoriso sicocxlis

cikli19

19 Гриффин Р., Пастей М., Международный бизнес, СП. Питер. 2006, с. 57

107

ucxoeTSi warmoebis gadatanis paralelurad adgi-

lobrivi mwarmoeblebi iwyeben am produqciis warmoebas.

izrdeba konkurencia ucxour bazarze. Tavis mxriv, kon-

kurenti cdilobs SeaRwios mocemuli qveynis bazarze da

ganaxorcielos importi. am etapze adgilobrivi warmoe-

ba ecema da produqtze moTxovnis nawils uzrunvelyofs

importi.

4.8. maikl porteris saerTaSoriso

konkurenciis Teoria

1991 wels amerikelma ekonomistma maikl porterma

gamoaqveyna gamokvleva ,,qveynebis konkurentuli upira-

tesoba” (The Competitive Adventage of Nations), romelSic mo-

cemulia saerTaSoriso vaWrobis sakiTxebis kvlevis sru-

liad axali midgoma. am midgomis erT-erTi winapiroba

mdgomareobs SemdegSi: saerTaSoriso bazarze erTmaneTs

konkurencias uweven firmebi da ara qveynebi. aucilebe-

lia gavigoT, rogor qmnis da inarCunebs firma konkuren-

tul upiratesobebs, im TvalsazrisiT, rom gamovaaSkara-

voT qveynis roli am sakiTxSi. sagareo bazarze warmateba

ZiriTadad damokidebulia sworad SerCeul konkurenci-

ul strategiaze.

konkurentul upiratesobaTa strategia. m. por-

teris mixedviT konkurenciaSi monawile erTeulad gvev-

lineba dargi, anu konkurentebis jgufi, romlebic saqo-

nels an momsaxurebas awarmoeben, maT konkurentuli upi-

ratesobis msgavsi wyaroebi gaaCniaT da uSualod metoqe-

oben erTmaneTTan.

firmis konkurentul upiratesobaTa strategiis

gansazRvraze ori mTavari faqtori moqmedebs:

• dargis struqtura, romelSic moqmedebs firma;

• pozicia, romelsac flobs firma dargSi.

108

saerTaSoriso konkurenciis Taviseburebebi. kon-

kurenciis strategiis Sesaxeb zemoT mocemuli debule-

bebi samarTliania rogorc sagareo, ise saSinao bazris-

Tvis. amasTan, saerTaSoriso konkurencias aqvs zogierTi

Tavisebureba. m. porterma gamoacalkeva ori dargi kon-

kurenciis Taviseburebebidan gamomdinare:

- mravalerovnuli dargebi. saerTaSoriso masSta-

biT aseTi dargi warmodgeba erovnuli dargebis erTob-

liobis saxiT, romelSic kompania ver atarebs erTian

konkurenciul strategias. aseTi dargis magaliTia Sem-

naxveli bankebi.

-globaluri dargebi, romelTac konkurenciis er-

Tiani sivrce aqvT msoflio bazris masStabiT. aseT dar-

gebSi konkurentuli upiratesobebis mopovebas gansa-

kuTrebuli mniSvneloba aqvs. swored aseT dargebSi au-

cilebelia amuSavdes ara ubralod konkurentuli stra-

tegia, aramed globaluri strategia, anu SeimuSaon da

danergon erTiani midgoma sxvadasxva qveynebSi produq-

ciis gayidvisas. TviT mravalerovnuli kompaniis (mek)

funqcionirebis faqti ar niSnavs globaluri strategiis

arsebobas, ramdenadac mek-is filialebi upiratesad

erovnul dargebSi avtonomiurad funqcionireben.

globaluri strategiis arsebobis pirobebSi m.

porteri gamoacalkevebs konkurentuli upiratesobis

miRwevis da am upiratesobidan sargeblobis or saSuale-

bas:

1. saqmianobis konfiguracia, anu sxvadasxva qveya-

naSi saqmianobis gansxvavebuli saxeebis ganTavseba.

saqmianobis sxvadasxva saxeebis Tavmoyrisas warmoeba

xorcieldeba erT qveyanaSi, xolo sagareo bazarze gas-

vla xorcieldeba saqonlis eqsportis meSveobiT. saqmia-

nobis gaSlisas warmoeba xorcieldeba sxvadasxva qveyana-

Si, sagareo bazarze gasvla ki pirdapiri ucxouri inves-

ticiebis saSualebiT. saqmianobis saxeebis ganTavsebisas

qveynis SerCeva xdeba Semdegi kriteriumebis safuZvelze:

109

faqtoruli

parametrebi

Sida moTxovnis

parametrebi

monaTesave da

damxmare

dargebi

firmebis

strategia,

struqtura da

konkurencia

faqtorebis minimaluri Rirebuleba; mecnierul-teqni-

kuri da sakvlev-sakonstruqtoro samuSaoebis gatare-

bisTvis aucilebeli pirobebis arseboba; specializebu-

li siaxleebis xelmisawvdomobis SesaZlebloba; klien-

tebTan urTierTobis ganviTarebis xarisxi da a.S.

2. filialebis saqmianobis koordinacia, romelic

moicavs: informaciis gacvlas; pasuxismgeblobebis gana-

wilebas; pirobebis SeTanxmebas.

koordinacia SeiZleba TviTon iyos konkurentuli

upiratesoba, ramdenadac ganapirobebs codnis da gamoc-

dilebis dagrovebas, sxvadasxva adgilebSi. misi meSveobiT

firmas uCndeba SesaZlebloba ufro swrafad moaxdinos

reagireba bazarze situaciis SecvlasTan dakavSirebiT.

naxazi 2. maikl porteris konkurentul

upiratesobaTa rombi

konkuრentuli upiratesobis determinantebi:

konkurenciis qveS igulisxmeba ara wonasworoba, armed

mudmivi cvlilebebi. TiToeuli dargi mudmiv srulyo-

fas ganicdis da ganaxlebis procesSia. mniSvnelovan

rols am procesis stimulirebaSi asrulebs bazirebis

qveyana. bazirebis qveyanaSi mimdinareobs strategiis Se-

muSaveba, xdeba produqciis da teqnologiis ganaxleba da

aris samuSao Zala Sesabamisi unar-CvevebiT.

110

m. porterma gamoacalkeva qveynisTvis oTxi maxasi-

aTebeli, romlebic ayalibeben garemos, romelSic adgi-

lobrivi firmebi ewevian konkurencias da romlebic ax-

denen gavlenas maT saerTaSoriso warmatebaze.

es maxasiaTeblebia: faqtoruli parametrebi; Sida

moTxovnis parametrebi; monaTesave da damxmare darge-

bi; firmebis strategia, struqtura da konkurencia. am

maCveneblebTan erTad metad mniSvnelovania SemTxvevi-

Tobis da mTavrobis roli.

TiToeuli es daterminanti cal-calke da erTob-

livad ayalibeben garemos, romelSic mocemuli qveynis

firmebi Camoyalibdebian da funqcionireben. isini er-

TmaneTzec moqmedeben. determinantebis sistema iwvevs

konkurentunariani erovnuli dargebis araTanabar gana-

wilebas ekonomikaSi, xolo erTmaneTTan dajgufebuli

dargebis — klasterebis damokidebulebis zrdas.

4. 9. saerTaSoriso savaWro politikis miznebi

da ZiriTadi mimarTulebebi

qveynebi msoflios sxvadasxva sasaqonlo bazarze

gansxvavebul poziciebs ikaveben. sakuTari interesebis

dacvisTvis saerTaSoriso vaWrobis TiToeuli monawile

mocemul sferoSi gansazRvrul politikas atarebs, ro-

melic aisaxeba qveynis sagareo savaWro politikaSi.

sagareo savaWro politika aris saxelmwifos sxva

qveynebTan savaWro urTierTobebze mizanmimarTuli ze-

moqmedeba. sagareo savaWro politikis mTavari miznebia:

- mocemuli qveynis Sromis saerTaSoriso danawi-

lebaSi CarTvis xarisxis da gzebis cvlileba;

- eqsportisa da importis moculobis cvlileba;

- sagareo vaWrobis struqturis cvlileba;

- qveynis aucilebeli resursebiT (nedleuli,

energia da a.S.) uzrunvelyofa.

111

sagareo savaWro politikis zogierTi mizani grZel-

vadiania, zogi ki mokle vadaSi miiRweva.

sagareo savaWro politikis ori ZiriTadi mimarTu-

leba arsebobs:

1. Tavisufali savaWro politika;

2. proteqcionizmi.

Tavisufali savaWro politikis arsi mdgomareobs

imaSi, rom saxelmwifo uSualod ar ereva sagareo savaW-

ro politikaSi, itovebs ra bazaris miRma maregulireb-

lis funqcias. Tumca, es ar niSnavs, rom saxelmwifo saer-

Tod ar muSaobs am mimarTulebiT. igi sxva qveynebTan

xelSekrulebebis gaformebas axorcielebs, xolo ekono-

mikur subieqtebs maqsimalur Tavisuflebas aZlevs.

Tavisufali vaWroba iwvevs dadebiT politikur Se-

degebs, radganac qveynebi sul ufro metad xdebian urTi-

erTdamokidebulni da, Sesabamisad, mcirdeba erTmaneT-

Tan mtruli moqmedebis safrTxe.

realobaSi arc erTi qveynis Tavisufali savaWro

politika srulad liberaluri ar aris.

proteqcionizmi aris sagareo savaWro politikis

mimarTuleba, romelic icavs samamulo warmoebas ucxou-

ri konkurenciisgan. proteqcionizmi gamoricxavs sabaz-

ro Zalebis Tavisufal moqmedebas, radgan miiCneva, rom

qveynebs aqvT sxvadasxva ekonomikuri potenciali da kon-

kurentunarianoba msoflio bazarze. amitom naklebad

ganviTarebuli qveynebisTvis ar aris momgebiani sabazro

Zalebis Tavisufali moqmedeba. Zlieri qveynebis mxridan

SeuzRudavma konkurenciam SeiZleba gamoiwvios naklebad-

ganviTarebuli qveynebis ekonomikuri uZraoba da qveynis

araefeqtiani ekonomikuri struqturis formireba.

proteqcionizmi xels uwyobs warmoebis garkveuli

dargebis ganviTarebas. agrarul qveynebSi proteqcio-

nizmi nawilobriv aucilebeli pirobaa industrializa-

ciisTvis. amasTan, proteqcionizmi amcirebs umuSevro-

bas. Tumca am politikis xangrZlivi gamoyeneba ekonomi-

112

kur uZraobas iwvevs ucxouri konkurenciis moxsnis gamo,

ris Sedegad sustdeba samamulo mwarmoebelTa daintere-

seba warmoebis teqnikuri donis da efeqtianobis amaRle-

bis mimarT. magaliTad, CineTis meaTe 5 - wliani gegmiT,

naxevargamtarebis warmoebaSi 2010 wlisTvis unda gamoS-

vebuliyo 24 miliardi aSS dolaris Rirebulebis pro-

duqcia. aSS-ma vaWrobis msoflio organizaciaSi daadana-

Saula CineTis mTavroba arakeTilsindisier proteqcio-

nizmSi, radgan CineTis mTavroba axorcielebda naxevar-

gamtarebis warmoebidan 17 %-iani dRg-is 82 %-is reinves-

tirebas amave warmoebaSi. amiT aiZulebda ucxoel impor-

tiorebs SeeqmnaT erToblivi sawarmoebi CineTSi da moex-

dinaT sakuTari teqnologiebis transferi. Tumca, vmo-Si

CineTis gawevrianebis Semdeg es politika Seicvala.

proteqcionistuli politikis erT-erTi argumen-

tia Sromis Sida bazarze samuSao adgilebis dacva iafi

ucxouri samuSao Zalis konkurenciisgan.

muSebis mwarmoebluroba ganviTarebul qveynebSi

ufro maRalia, radgan erT muSakze ufro meti kapitali

da wamyvani teqnologia modis. amitom ganviTarebadi

qveynebis argumenti dabali xelfasis Sesaxeb, xSir Sem-

TxvevaSi ar moqmedebs.

ukiduresi formiT proteqcionizmi avtarkiis

formas iRebs, rodesac qveyana ar zRudavs mxolod im sa-

qonlis imports, romlis warmoeba mocemul qveyanaSi Se-

uZlebelia. eqsporti ki daSvebulia mxolod im zomiT,

rom uzrunvelyos importi.

avtarkiuli politikis mizania is, rom samamulo

warmoebam Secvalos importi, magram saxelmwifos yoveli

mcdeloba, rom Secvalos calkeuli qveynis importuli

produqcia samamulo nawarmiT, ar warmoadgens avtarki-

ul politikas. mag.: rodesac naklebadganviTarebuli

qveynebi cdiloben sakuTari mrewvelobis ganviTarebas

sawyis etapze da SemoaqvT SezRudvebi, es ar niSnavs av-

tarkias. avtarkiis politikac wminda saxiT ar arsebobs.

113

yovelTvis gvxvdeba proteqcionizmi garkveuli doziT

qveynis sagareo savaWro politikaSi. zogjer SesaZlebe-

lia qveyana monacvleobiT atarebdes Tavisufali vaWro-

bis da proteqcionizmis politikas. proteqcionizmis po-

litikis gatarebisas saxelmwifo aqtiurad iyenebs saga-

reo savaWro politikis sxvadasxva instumentebs da kon-

kretuli situaciis mixedviT arCevs maT nakrebs, kombina-

cias. sagareo savaWro politikis instrumentebs Soris

aris tarifebi da arasatarifo barierebi, ormxrivi da

mravalmxrivi SeTanxmebebi. Tanamedrove saerTaSoriso

vaWrobis wesebi krZalaven importis SezRudvas da sam-

Tavrobo subsidiebs, romlebic mimarTulia adgilobri-

vi warmoebis dasaxmareblad konkurenciuli upirateso-

bis da bazarze wilis mopovebis mizniT.

amrigad, sagareo savaWro politikis gatarebisas

iyeneben sxvadasxva xerxebs, romelTa meSveobiT saxel-

mwifo gansazRvravs saqonlisa da momsaxurebis, eqsport-

importis zomas, struqturasa da formas. maT Sorisaa:

1. saqonlis Semotana-gatanis sabaJo gadasaxadi;

2. samTavrobo akrZalvebi da SezRudvebi eq-

sport-importze, saerTod an saqonlis calkeuli jgu-

febis mixedviT;

3. valutis Semotana-gatanis wesebis SemoReba;

4. rkinigzis tarifebis diferenciacia da savaWro

navsadgurebis Sesaxeb sakanonmdeblo aqtebis miReba;

5. sanitariuli da fitosanitariuli zomebis da-

weseba;

6. administraciuli formalobebi saqonlis, mom-

saxurebis da warmoebis faqtorTa mier sabaJo saz-

Rvris gadakveTisas;

7. samTavrobo subsidiebi da sxva preferenciebi

eqsportiorebis an importiorebisTvis. (preferencia

SeRavaTi). saeqsporto-saimporto operaciebis samTav-

robo garantiebi; savaWro xelSekrulebebi saxelmwi-

foebs Soris, savaWro omebis gamocxadeba da a.S.

114

sagareo vaWrobis politikis elements Seadgens sa-

baJo gadasaxadi, romelsac awesebs saxelmwifo saqone-

lis sabaJo sazRvarze Semotanis dros. igi SeiZleba fiq-

sirebuli tarifiT dawesdes, an procentuli SefardebiT

saqonelis RirebulebasTan (rac ufro gavrcelebuli

formaa).

sabaJo tarifebi klasificirdeba Semdegi kriteri-

umebis mixedviT:

1. saqonlis moZraobis mimarTulebis mixedviT ar-

sebobs saimporto, saeqsporto da satranzito baJebi,

romlebic gamoiyeneba erovnuli mwarmoeblebis, Sida fa-

sebis donis dasacavad. SedarebiT iSviaTad gamoiyeneba sa-

eqsporto baJebi, romlebic zRudaven samamulo saqonlis

gasvlas ucxour bazrebze. Cveulebriv, es im dros xdeba,

rodesac qveynis SigniT ama Tu im saqonlis deficitia da,

aseve, didi mniSvneloba aqvs fiskaluri TvalsazrisiT. Za-

lian iSviaTad gamoiyeneba satranzito baJebi.

2. baJis dawesebis meTodis mixedviT arsebobs ad-

valoruli, specifikuri da kombinirebuli baJebi.

msoflio savaWro praqtikaSi ufro gavrcelebulia adva-

loruli baJi, romelic dgindeba saqonlis fasis procen-

tebiT.

Zalian didi mniSvneloba aqvs saimporto saqonlis

Rirebulebis Sefasebis meTods. bevr qveyanaSi misi gamo-

yeneba regulirdeba sabaJo miznebisTvis saqonlis Sefa-

sebis SeTanxmebiT, romelic gansazRvrulia generaluri

SeTanxmebiT tarifebisa da vaWrobis Sesaxeb. advaluri

sabaJo ganakveTis saSualo done ar aris maRali (daaxlo-

ebiT 6%-ia). wesisamebr, saimporto baJi izrdeba saqon-

lis damuSavebis donis Sesabamisad.

specifikuri baJi dgindeba absoluturi sididis er-

Teulis mixedviT.

baJis dawesebis meTodebis gamoyenebiT SesaZlebe-

lia miRweul iqnas sxvadasxva rezultati.

115

magaliTad: vTqvaT, saqonlis erTeulis fasi Sead-

gens 100 dolars. am SemTxvevaSi advaloruli baJis dawe-

sebisas saqonlis fasis 20 %-is moculobiT an erTeulze

20 dolaris toli specifikuri baJi erTmaneTis tolia.

Tu saqonlis fasi Semcirda 50 dolaramde erTeulze, ba-

Jis dawesebis meTodidan gamomdinare xorcieldeba Sem-

degi cvlilebebi:

a. advaloruli baJis saprocento Sesabamisoba da

saqonlis fasi ar icvleba, magram mcirdeba baJis absolu-

turi sidide 10 dolaramde;

b. specifikuri baJis absoluturi sidide ar Seic-

vleba, magram gaizrdeba Sesabamisoba baJis ganakveTsa da

saqonlis fass Soris.

gasagebia, rom specifikuri baJis daweseba koniun-

qturis gauaresebis pirobebSi, ufro metad momgebiania

saxelmwifosaTvis da ar aris momgebiani importiorebi-

saTvis.

kombinirebuli (Sereuli) baJi dgindeba ori meTo-

diT, romelic zemoT iyo aRwerili. magaliTad, aSS-Si ba-

Ji ucxouri warmoebis importirebul danebze aris 1

calze 5 centi plius 8,4 % misi Rirebulebidan.

3. satarifo ganakveTebi. calkeuli saxelmwifo av-

tonomiurad awesebs sabaJo ganakveTebis maqsimalur do-

nes, romlebic sabaJo tarifis pirvel rigs aylibeben da

es xorcieldeba sakanonmdeblo aqtebis da administra-

ciuli aRmasrulebelebis mier sxva qveynebTan SeTanxme-

bis gareSe. meore rigs ayalibeben e.w. konvenciuri(saxel-

Sekrulebo) tarifebi. mesame rigSia preferenciuli saba-

Jo tarifebi, romelTa sidide II rigis tarifis ganakve-

Tebze mcirea.

4. miznobrivi baJi. am maCvenebliT arsebobs prefe-

renciuli da diskriminaciuli tarifebi. preferenciuli

tarifi minimaluri tarifis ganakveTze naklebia. maTi mi-

zania vaWrobisTvis xelsayreli pirobebis Seqmna. diskri-

minaciuli tarifi pirveli rigis satarifo ganakveTebze

116

maRla dgas. sakompensacio baJi sxva qveynebSi eqsportis

subsidirebaze arsebul reaqcias warmoadgens da misis

mizania vaWrobis pirobebis gamoTanabreba.

5. ekonomikuri miznebidan da Sedegebidan gamomdi-

nare arsebobs fiskaluri, proteqcionistuli da eq-

spansiuri baJebi.

fiskaluri baJi gamiznulia Semosavlebis maqsima-

luri nakadebis uzrunvelsayofad, romelic saxelmwifo

xazinaSi Sedis. fiskaluri baJi ar SeiZleba usazRvrod

izrdebodes, radgan saxelmwifo Semosavali am SemTxveva-

Si ganisazRvreba rogorc tarifi mocemuli saqonlis mo-

culobaze. Sesabamisad, yovelTvis iTvlian baJis optima-

lur ganakveTs. proteqcionistuli tarifis mizani sama-

mulo warmoebis dacvaa. maRal saimporto baJs Siga ba-

zarze monopoliuri fasis dawesebisas SeiZleba hqondes

eqspansiuri xasiaTi, radgan igi ganapirobeben dempings

da kapitalis eqsports.

samamulo mwarmoeblebi, romlebic axorcieleben

importis konkurentul produqcias, tarifis SemoRebi-

dan mogebas iReben mxolod im SemTxvevaSi, Tu misi Semo-

RebiT realurad SeizRudeba importi. rac Zviri dauj-

deba momxmarebels importuli saqoneli, miT met yurad-

Rebas miaqceven samamulo nawarms, e.i. mogebas iReben sa-

mamulo mwarmoeblebi, romelTa mogeba maTi saqonlis ga-

yidvebis zrdiT da tarifis SemoRebiT gazrdili fase-

biT diddeba.

saimporto baJis SemoReba, erTi mxriv, emsaxureba

Siga moxmarebis Semcirebas, xolo meore mxriv, icavs sa-

mamulo warmoebas. dacvis done sxvadasxvaa saqonlis sa-

xeebis mixedviT. amasTan, is yovelTvis mkafiod ar Cans,

radgan saqoneli zogjer iseTi nedleuliT da naxevar-

fabrikatebiT iwarmoeba, romlebzec dawesebulia baJi.

amasTan dakavSirebiT, unda ganvixiloT dacvis faqtiuri

donis arsi.

117

vTqvaT, kostiumis fasi Siga bazarze aris 150 lari,

romlidan 100 lari qsovilis fasia, 50 damatebuli Rire-

buleba. Tu mTavroba awesebs saimporto sabaJo tarifs

kostiumebze 20 %-iani ganakveTiT, erTi kostiumis fasi

izrdeba 30 lariT (150X20/100) da xdeba 180 lari. damate-

buli Rirebuleba Siga mwarmoeblebisTvis izrdeba 50 -

dan 80 dolaramde. Sedegad gaizrdeba Semosavali da mox-

deba kostiumis samamulo mwarmoeblebis stimulireba.

damatebuli Rirebuleba ucxoeli mwarmoeblebisTvis ar

gaizrdeba da SenarCundeba imave doneze.

dacvis faqtobrivi done ganisazRvreba Semdegi

formuliT:

%100'

×−

=D

DDR (6.1)

sadac, D aris Siga damatebuli Rirebuleba Tavisufali

vaWrobis pirobebSi;

'D - Siga damatebuli Rirebuleba saimporto baJis

SemoRebis Semdeg.

Cvens magaliTSi dacvis faqtobrivi done

%10050

5080R =60%.

Tu davuSvebT, rom mTavrobas Semoaqvs meore baJi

qsovilze, romlis sidide 10%-ia, am SemTxvevaSi Siga da-

matebuli Rirebuleba kostiumebis mwarmoebelebisTvis,

romlebic importul qsovils moixmaren, gaxdeba 70 lari

((180 — 110), anu saqonlis fass minus materialuri dana-

xarjebi, dacvis faqtobrivi done gaxdeba

%10050

5070 =40%

Sesabamisad, erTi dargis satarifo dacvis done gav-

lenas axdens sabaJo tarifebsa da sxva dargis saqonel-

zec.

amrigad, naTelia, rom rac maRalia tarifis done,

miT saimedod icavs samamulo warmoebas importulisagan.

118

tarifis SemoReba ar niSnavs mxolod mocemuli saqonlis

dacvas qveynis teritoriaze. igi icavs am saqonelis war-

moebaSi dasaqmebulTa Semosavlebs da, aseve, nedleulis

mimwodebel dargebsac. nedleulze tarifis SemoReba

gavlenas axdens misgan warmoebuli saqonlis fasze (mag.:

foladisa da rezinis warmoebaze tarifis daweseba gav-

lenas axdens velosipedis warmoebasa da fasze).

tarifis gavlena importior qveyanaze mxolod

mwarmoebelTa da momxmarebelTa keTildReobis donis

cvlilebiT ar amoiwureba. sanam tarifi imports zRu-

davs nawilobriv, anu ar aqvs akrZalviTi xasiaTi, mas mo-

aqvs Semosavali saxelmwifosaTvis. am Semosavlis zoma

tarifis ganakveTisa da dabegrili importis moculobis

namravlis tolia.

mTlianad qveynisTvis es Semosavali mogebaa. miRe-

buli Tanxa gamoiyeneba mravali mizniT: socialuri

programebis gansaxorcieleblad, saSemosavlo gadasaxa-

dis Sesamcireblad da a.S.

4.10. saerTaSoriso savaWro politikis

instrumentebi

rogorc wesi, saxelmwifoebi Tavisufali da pro-

teqcionistuli savaWro politikis sxvadasxva elemente-

bis kombinacias iyeneben.

savaWro politikis gatarebisas SeiZleba isargeb-

lon e.w. dempingiT, romlis mizania iaffasiani produq-

ciis meSveobiT konkurentis gakotreba. amis wyarod xSi-

rad saxelmwifos mier gacemuli saeqsporto premiebi

gvevlineba.

arsebobs dempingis axali tipebi: socialuri dempin-

gi (arasamarTliani konkurencia, ganpirobebuli ganviTa-

rebadi qveynebis firmebis mxridan, romelTac iafi samu-

Sao Zala hyavT da cudi samuSao pirobebi aqvT. aq muSav-

119

deba socialuri mxardaWeris sistemebi); ekologiuri

dempingi (arasamarTliani konkurencia, ganpirobebuli

dabali ekologiuri standartebiT); finansuri momsaxu-

rebis dempingi (arasamarTliani konkurencia, ganpirobe-

buli bankis dabali moTxovnebiT bankis aqtivebis pro-

centTan dakavSirebiT); kulturuli dempingi (kultura-

TaSorisi gansxvavebebis safuZvelze).

arsebobs preferenciuli sabaJo gadasaxadi — Se-

RavaTebi ama Tu im saqonelis Semotanaze, romelic xSi-

rad gamoiyeneba meomari qveynebis mimarT.

importis kontingentireba ewodeba saxelmwifos

mier garkveuli vadiT zogierTi saqonlis Semotanaze

SezRudvebis dawesebas.

licenzireba warmoadgens saxelmwifos mier gace-

mul nebarTvas ama Tu im akrZaluli saqonlis eqsport-

importisaTvis.

saxelmwifo garantiebi saeqsporto kreditebis

wardgenisas gulisxmobs, rom saxelmwifos iRebs pasuxis-

mgeblobas im SemTxvevaSi, Tu eqsportiorebi ver gadaix-

dian importirebuli saqonelis Rirebulebas.

XIX s.-dan dawyebuli saerTaSoriso vaWrobaSi mniS-

vnelovan rols asruleben xelSekrulebebi. pirveli

msgavsi xelSekruleba daido 1860 wels inglissa da saf-

rangeTs Soris. savaWro xelSekrulebebSi 3 ZiriTadi

principi unda iyos daculi. esenia:

1. formaluri Tanasworuflebianobis principi, 2.

sakompensacio principi da 3. erovnuli reJimis prin-

cipi.

sagareo vaWrobis arasatarifo SezRudvis daax-

loebiT 50 meTodi arsebobs. Tanamedrove saxelmwifoebi

mraval maTgans iyeneben. (mag.: aSS-is sanitariuli stan-

dartebi Zroxis xorcze; kolumbia iyenebda e.w. `Ser-

wymul moTxovnas~, riTac foladis importiors aiZuleb-

da Semotanili produqciis 1 tonaze SeesyidaT kolumbi-

is warmoebis foladis gansazRvruli raodenoba ufro

120

Zvirad). arasatarifo barierebia: sagareo vaWrobaze sa-

xelmwifo monopolia, qveynis moTxovnilebis uzrunvel-

yofa mxolod samamulo warmoebis saqoneliT, rTuli sa-

valuto kontroli da a.S. amgvari barierebidan zogier-

Tis mizania importis saerTo SezRudva, zogi mimarTulia

gansazRvruli qveynebis savaWro diskriminaciisken, zo-

gic zRudavs an subsidias uwevs eqsports, an gamoiyeneba

ekonomikuri mdgomareobis gaTanabrebis mizniT. Tana-

medrove proteqcionistuli politika xorcieldeba sa-

gareo vaWrobis kontrolisa da regulirebis rTuli sis-

temebiT. es zomebi ewinaaRmdegeba importuli produqci-

is sabaJo sazRvris gadmolaxvas. proteqcionistuli po-

litikis gatareba SeiZleba miznad isaxavdes axalgazrda

dargebis dacvas, axalbeda erovnuli ekonomikebis dac-

vas ucxouri konkurenciisagan da a.S. Tanamedrove pro-

teqcionistuli saSualebebi mravalferovania, Tumca Se-

iZleba maTi dajgufeba praqtikuli zemoqmedebis meqa-

nizmis msgavsebis mixedviT.

aRsaniSnavia isic, rom satarifo da arasatarifo

barierebis SemoReba regulirdeba savaWro SeTanxmebebi-

sa da saerTaSoriso xelSekrulebebis safuZvelze. im-

portis SezRudva iwyeba sabaJo sazRvridan da grZeldeba

saboloo momxmareblamde. isini zRudaven mis konkuren-

tunarianobas importirebis calkeul etapze (Semotana-

gadaxda-gayidva qveynis SigniT-moxmareba).

importis raodenobrivi SezRudva sagareo vaW-

robis saxelmwifo regulirebis pirdapiri administra-

ciuli formaa da misi mizania qveynis erovnuli intere-

sebis dacva. igi iZleva deficituri valutis ekonomiis,

misi sawarmoo miznebiT gamoyenebis saSualebas.

saimporto kvota. arasatarifo barierebis saxee-

bidan yvelaze gavrcelebulia kvota, anu ucxouri pro-

duqciis moculobis raodenobrivi SezRudva. qveyana gas-

cems licenziebis SezRudul raodenobas, romlis safuZ-

velze nebas rTavs da krZalavs aralicenzirebuli im-

121

portis moZraobas. Tu licenzirebuli importis mocu-

loba saSinao bazris moTxovnaze naklebia, maSin kvota

zrdis saSinao fass msoflio fasTan SedarebiT, romlis

mixedviT licenziis mflobelebi yiduloben saqonels

sazRvargareT. am kuTxiT saimporto kvota tarifis ana-

logiuria. kvota saqonlis eqsport-importis moculo-

bis fizikur Semcirebas niSnavs drois gansazRvrul mo-

nakveTSi. nulovani kvotis SemTxvevas embargo ewodeba,

anu importis an eqsportis akrZalva. kvota SeiZleba dad-

gindes im zomiT, rom aRematebodes importis da eqspor-

tis moculobas. am SemTxvevaSi, mas ar aqvs SemzRudveli

xasiaTi, aramed ama Tu im saqonlis moZraobis kontrols

axorcielebs.

satarifo SezRudvasTan SedarebiT saxelmwifo kvotas

upiratesobas maSin aniWebs, roca importuli konkuren-

cia mkacri xdeba (am dros kvotis arseboba iZleva impor-

tis moculobis ucvlelobis garantias).

kvotas imitomac aqvT upiratesoba, rom igi mTav-

robas aZlevs moqnili ekonomikuri politikis gatarebis

SesaZleblobas, maSin roca tarifis ganakveTis amaRleba

reglementirdeba saerTaSoriso savaWro xelSekrulebiT.

Tu importTan konkurentuli dargebi maRali donis dac-

vas saWiroeben da mTavrobas damoukideblad ar SeuZlia

aamaRlos tarifebi, aq regulirebas axorcieleben kvo-

tebiT. TiToeul qveyanaSi arsebobs specialuri organo-

ebi, romelnic anawileben saimporto licenziebs da ro-

melnic ekonomikuri politikis gatarebis mizniT gamoi-

yeneba.

Tanamedrove proteqcionizmis sistemaSi gansa-

kuTrebuli adgili uWiravs safinanso da savaluto Ro-

nisZiebebs. saqonlis warmoebisa da realizaciis saxel-

mwifo subsidireba da dafinanseba amaRlebs erovnuli

produqciis konkurentuanobas sagareo bazarze da, amas-

Tan, icavs samamulo mwarmoeblebs Sida bazarzec ucxou-

122

ri konkurenciisagan. analogiuri mizniT gamoiyeneba sak-

redito da sagadasaxado sistemebi.

sabaJo tarifis tolfasovani samamulo warmoebis

subsidireba emsaxureba aRniSnul mizans, Tumca misi

ekonomikuri moqmedeba arsebiTad gansxvavebulia: baJi

amaRlebs saqonlis fass erovnuli warmoebis fasamde da,

amgvarad, importul saqonels naklebkonkurentunarians

xdis. subsidia ki erovnuli warmoebis produqcias xdis

konkurentunarians.

subsidireba SesaZlebelia pirdapiri formiT, an

farulad — gadasaxadebisagan ganTavisuflebiT, SeRava-

Tiani kreditebiT, minimaluri Sesasyidi fasebis reJimis

ganxorcielebiT da a.S.

subsidirebisa da safinanso SeRavaTebis sakiTxi

ganixileba msoflio savaWro organizaciis mier. subsi-

diis zoma qveyanam unda amcnos msoflio savaWro organi-

zacias da Tu igi zians ayenebs qveynis interesebs, igi un-

da SeizRudos.

proteqcionistul RonisZiebebs Soris aRsaniSnavia

saimporto depoziti, rodesac importiors produqciis

Setanamde mocemuli qveynis bankSi Seaqvs Tanxa da mas eZ-

leva importis ganxorcielebis nebarTva. amitom impor-

tiori aZvirebs Tavis saqonels, raTa ainazRauros Tavisi

gazrdili fuladi danaxarjebi.

saimporto depoziti ormagi qmedebebis proteqcio-

nistuli barieria, radganac misi saSualebiT izRudeba

erToblivi gadaxdisunariani moTxovna qveynis Siga ba-

zarze. gadaxdisunariani moTxovnis Semcireba gamowveu-

lia imiT, rom depozitebi bankSi iyineba eqvsi Tvis man-

Zilze.

arasatarifo barierebs miekuTvneba saxelmwifo

Sesyidvebis prioritetuli ganTavsebis sistema. saxel-

mwifo finansuri da administraciuli berketebis daxma-

rebiT zemoqmedebs ekonomikis struqturaze, saxalxo me-

urneobis dargebis ganviTarebaze, saqonlis eqsportsa

123

da importze. am SemTxvevaSi saxelmwifo gvevlineba ro-

gorc adgilobrivi, ise importuli saqonlis msxvili

myidvelis saxiT.

eqsport-importze seriozuli zemoqmedebis moxde-

na SesaZlebelia savaluto regulirebis meTodebiT. sa-

valuto regulirebis meTodebia: savaluto SezRudva,

valutis kursis cvlileba da e.w. mravalferovani sava-

luto kursebis sistemis gamoyeneba: saxelmwifo organo-

ebi aweseben sakuTar erovnul valutaze ramdenime ofi-

cialur kurss, romlebic diferencirebulia vaWrobis

geografiuli mimarTulebebisa da importis struqturis

mixedviT.

arasatarifo barierebs Soris mniSvnelovani adgi-

li uWiravs sagadasaxado SeRavaTebs, romlebic farTod

gamoiyeneba saeqsporto produqciis konkurentunaria-

nobis asamaRleblad. Tavis mxriv, saSinao gadasaxadebis

amoRebis diferencirebuli meTodebi sagadasaxado sis-

temas aqceven SeniRbul barierad, romelic damatebiT

aZlierebs sabaJo sistemas.

dabegvris maRali done metyvelebs imaze, rom SesaZ-

lebelia mTavrobis xelSi didi Tanxis Tavmoyra sagada-

saxado Semosavlebidan, romelic Semdgom aqtiurad ga-

moiyeneba ekonomikis yvela seqtorSi, maT Soris, sagareo

vaWrobaSi.

gadasaxadebi Tavisi ekonomikuri da savaWro poli-

tikuri efeqtiT sabaJo gadasaxadebis analogiuria, rad-

gan is aZvirebs da aferxebs imports, Tumca saSinao gada-

saxadebis gamoyeneba naklebad aris damokidebuli savaW-

ro SeTanxmebebsa da xelSekrulebebze. amasTan, Tu baJiT

ibegreba mxolod importi, gadasaxadiT ibegreba samamu-

lo da ucxouri nawarmic; baJis amoReba xdeba importis

Rirebulebidan, xolo saSinao gadasaxadebi eyrdnoba sa-

biTumo fass. amgvarad, sagadasaxado diskriminacia ga-

mowveulia gadasaxadebis gamoTvlis sxvadasxva bazis

arsebobis gamo.

124

sasazRvro gadasaxadebi moicavs mxolod irib gada-

saxadebs (aqcizebs, dRg-s) maSin, rodesac pirdapiri ga-

dasaxadebi ar aris CarTuli sasazRvro-sagadasaxado mo-

sakrebelSi.

importul saqonels sazRvarze gadasaxadebis da

mosakreblebis mTeli ,,ojaxi~ xvdeba, maT Soris gadasa-

xadi saqonlis sabaJo gasinjvaze, statistikuri, saf-

raxto da a.S.

gadasaxadebis mravalferovan formebs Soris did

rols TamaSobs e.w. saaqcizo mosakrebeli, romliTac

ibegreba saqoneli gayidvis dros. aqcizi proteqcioniz-

mis Zlieri saSualebaa, radganac amaRlebs importis fass,

naklebkonkurentians xdis mas da amcirebs importis Se-

motanas.

arasatarifo barierebis erT-erTi tipia teqnikuri

barieri, romlis funqciaa importis moZraobis gzaze

dabrkolebis Seqmna, im mizeziT, rom ucxouri saqoneli

ar Seesabameba erovnul moTxovnebs, standartebs, teqni-

kur da sxva pirobebs, romelnic saqonlis daniSnulebis

qveyanaSi moqmedeben. xSirad es barierebi saerTod uke-

taven gzas ucxour saqonels mocemuli qveynis Sida ba-

zarze, an moiTxoven mis damuSavebas, anu aZneleben mis

moxmarebas importior qveyanaSi ,.

ucxouri saqonlis moZraobis gzaze did dabrkole-

bas qmnis gansxvaveba firmis, erovnul da saerTaSoriso

standartebs Soris, erovnuli standartebis arseboba

xels uSlis saeqsporto produqciis gatanas, riTac ikar-

geba sagareo bazrebis didi nawili; am mizeziT romelime

gamoSvebis modifikacia mocemuli bazrisaTvis sabaziso

modelis mixedviT xdeba; bolo periodSi erovnuli stan-

dartizaciis savaWro-politikuri mniSvneloba iklebs.

saqonlis konkurentunarianoba niSnavs, rom igi un-

da Seesabamebodes daniSnulebis qveynis bazarze dadge-

nil wesebsa da moTxovnebs xarisxianobis mixedviT, ker-

125

Zod, teqnikuri usafrTxoebis wesebs, higienur-sanitari-

ul normebs da a.S.

msoflios sxvadasxva regionSi iqmneba organizacie-

bi, romelnic pasuxs ageben produqciis xarisxis atesta-

ciaze, Tumca amgvari organizaciebi principSi qmnian ko-

leqtiur arasatarifo bariers saerTaSoriso vaWrobaSi.

miuxedavad amisa, produqciis sertifikacia ufro did

mizans _ samomxmareblo bazarze ukontrolod gamota-

nili uxarisxo da mavne produqciisagan mosaxleobis

dacvas _ emsaxureba.

ukanasknel periodSi mzard yuradRebas iqcevs ga-

remos dacvis zomebis farTod danergva, Tumca isic

arasatarifo SezRudvaTa ricxvSi Sedis. wylisa da hae-

ris dabinZurebam dRes iseT zomebs miaRwia, rom igi saf-

rTxes uqmnis Cvens janmrTelobas da momavalSi, SesaZle-

belia, kvlavwarmoebiTi procesis Semaferxebeli mizezi

gaxdes. garemos dacvis mizniT bevri qveynis sawarmoebSi

damontaJebulia gamwmendi mowyobilobebi, rac iwvevs

warmoebis xarjebisa da fasebis zrdas. amitomac saWiro

xdeba pirdapiri da faruli proteqcionistuli bariere-

bis Seqmna. am mizniT izrdeba saqonlis xarisxobriv moT-

xovnasTan dakavSirebiT arasatarifo damcavi zomebis ga-

moyeneba (magaliTad, avtomobilebis gamonabolqvSi mom-

wamlavi airebis Sesaxeb), rac amcirebs imports.

bevr saxelmwifoSi moqmedebs specifikuri normebi,

romlebic wesdeba sanitariul-veterinariuli da jan-

dacvis organoebis mier sasoflo-sameurneo produqciis

importze, sasursaTo saqonlis, medikamentebis, parfiu-

meriuli da kosmetikuri nawarmis, Sxam-qimikatebisa da

sxva saqonlis Semotanaze. oficialurad es normebi sa-

vaWro politikasTan ar arian dakavSirebulni. Tumca im

SemTxvevaSi, Tu es normebi SerCeviT xasiaTs atareben, ma-

Sin isini savaWro-politikur mizans emsaxurebian.

sanitariul-higienuri normebi sxvadasxva qveyanaSi

gansxvavebulia. zogierT SemTxvevaSi sanitariuli samsa-

126

xuri eqsportiorisagan moiTxovs saqonlis warmoebisa

da Semadgenlobis zust aRweras, xolo sadac ar aRiare-

ben sertifikats, iq sakuTriv axdenen xangrZliv da Zvi-

radRirebul inspeqcias. es procesi ki aZnelebs da axan-

grZlivebs importuli saqonlis SeRwevas mocemuli qvey-

nis Siga bazarze.

erTi SexedviT SefuTva da markireba savaWro poli-

tikasTan Sors mdgari operaciebia; SefuTva icavs saqo-

nels teqnikuri dazianebisagan da aZlevs damatebiT sa-

momxmareblo xarisxs. markireba ki momxmarebels awvdis

minimalur informacias saqonlis, misi Senaxvisa da gamo-

yenebis Sesaxeb.

arsebobs saqonelTa farTo wre, romelTaTvis Se-

fuTvas aqvs sxvadasxva funqcia; igi xSirad formas aZlevs

saqonels, gansazRvravs fers, wonas; specifikuri SefuTva

sareklamo funqciebs asrulebs da xSirad kanoniT aris

daculi, rogorc mwarmoebeli firmis sakuTreba.

im SemTxvevaSi, Tu saxelmwifoSi aris moTxovna sa-

qonelTa SefuTvisa da markirebis Sesaxeb, aq vlindeba ma-

Ti savaWro politikuri funqcia. eqsportiorTa moTxov-

nebis Sesruleba arTulebs saqonelTa warmoebis teqno-

logias, zrdis sawarmoo danaxarjebs da, saboloo anga-

riSiT, fassac. amrigad, SefuTva da markireba konkuren-

ciul brZolaSi erovnuli warmoebis dacvis erT-erTi

RonisZiebaa.

Tanamedrove saerTaSoriso vaWroba ver iarsebebs

saqmis warmoebis gareSe. asobiT dokumenti, romelic sa-

erTaSoriso vaWrobis warmarTvisaTvis aris saWiro, Sev-

sebisaTvis mniSvnelovan dros moiTxovs da dakavSirebu-

lia gansazRvrul fulad xarjebTan. amitomac, es ,,qa-

Raldis barieri~ bevr qveyanaSi proteqcionistuli miz-

niT gamoiyena, Tumca korufciis mniSvnelovani wyarocaa.

amrigad, satarifo barierebis gverdiT saerTaSori-

so vaWrobaSi mniSvnelovani funqcia akisria arasatari-

fo barierebs. Tumca, saerTaSoriso organizaciebi, rom-

127

lebic xels uwyoben saerTaSoriso vaWrobis ganviTare-

bas, muSaoben maqsimalurad xelsayreli reJimis Seqmnaze.

saubaria antidempiguri baJebis gamoyenebaze, satarifo

da arasatarifo barierebis moxsnaze, momsaxurebiT vaW-

robis liberalizaciaze, inteleqtualuri sakuTrebis

dacvis RonisZiebaTa gatarebaze, qveynebis sagadasaxde-

lo balansebis wonasworobis dacvasa da savaluto kur-

sebis regulirebaze, kapitalis eqsportis xelSewyobaze

da a.S.

amrigad, arasatarifo barierebi sam jgufad SeiZ-

leba davyoT:

1. RonisZiebebi mimarTuli erovnuli warmoebis

gansazRvruli dargis pirdapiri dacvisaken: kvotebi

(kontingentireba), licenziebi, sakompensacio mosakrebe-

lebi, saimporto depozitebi, antidempinguri da sakom-

pensacio baJebi da a.S.

2. administraciuli xasiaTis RonisZiebebi, rom-

lis mizanic ar aris uSualod importis moculobis

SezRudva, Tumca iwvevs am Sedegs: sabaJo formalobebi,

teqnikuri da sanitariuli standartebi da formebi, Se-

fuTvasTan da markirebasTan dakavSirebuli moTxovnebi

da a.S.

3. sxva RonisZiebebi, romlebic uSualod ar aris

mimarTuli sagareo vaWrobis moculobis Semcirebis-

ken, magram saboloo angariSiT am Sedegs gvaZleven(sava-

luto kursis meqanizmi, sagadasaxado meqanizmi).


1. axseniT saerTaSoriso vaWrobis Teoriuli safuZvle-

bi;

2. ganixileT vaWrobis SezRudvis momxre argumentebi;

3. axseniT importis SezRudvis satarifo da arasatari-

fo zomebi;

128

4. axseniT merkantilizmis arsi.

5. ratom ewoda leontievis kvlevis Sedegebs paradoq-

suli?

6. romeli faqtorebi zrdian eqsportirebadi saqonlisa

da momsaxurebis Rirebulebas?

7. ratom gvaqvs savaWro barierebis ori jgufi: satari-

fo da arasatarifo?

literatura:

1. piter h., linderti, saerTaSoriso ekonomika, Tb.,

2001;

2. krugmani p., obstfeldi m., saerTaSoriso ekonomika:

Teoria da politika, Tb., 2000;

3. yorRanaSvili l., saerTaSoriso biznesi, Tb., Tbili-

sis universitetis gamomcemloba, 1998;

4. saerTaSoriso ekonomikuri urTierTobebi, avtorTa

koleqtivi, Tb., 2008;

5. veSapiZe S., lekaSvili e., griSikaSvili a., aslamaziSvi-

li n., msoflio ekonomika, Tb., 2008;

6. World Trade Report 2008, II-B, Globalization and Trade; 7. Paul R. Krugman , Maurice Obstfeld. International Economics:

Theory & Policy, Publisher: Pearson, Addison Wesley; 8th edition, 2009;

8. International Business, Competing in the Global Marketplace, Charles W.L.Hill, 6-the ed, 2007;

9. International Business, The Chelenge of Global competition, Ball, McCulloch,Geringer, Minor, McNett,11-th ed. 2008;

10. Р.Грифин, М.Пастей, Международний бизнес, 4-е изд. ПИТЕР, 2006.

129

Tavi V

ucxouri investiciebi


1. kapitalis saerTaSoriso moZraobis formebi;

2. transerovnuli kompaniebis roli globalizaciis pi-

robebSi da misi ganviTarebis etapebi;

3. pirdapiri ucxouri investiciebis Teoriebi;

4. pirdapiri ucxouri investiciebis ekonomikuri efeq-

tianoba;

5. pirdapiri ucxouri investiciebisa da saerTaSoriso

vaWrobis urTierTkavSiri.

5.1. kapitalis saerTaSoriso

moZraobis formebi

kapitalis, rogorc warmoebis faqtoris saerTaSo-

riso moZraobam, gansxvavebuli formebi SeiZina.

warmoSobis wyaroebis mixedviT kapitali iyofa

oficialur da kerZo kapitalad:

oficialuri kapitali saxelmwifo biujetis sax-

srebi, romelic gadaadgildeba sazRvargareT an moedi-

neba sazRvargareTidan, mTavrobis an mTavrobaTaSorisi

gadawyvetilebis mixedviT. kapitalis moZraobis am kate-

goriaSi Sedis sesxebi, grantebi, daxmarebebi, romelic

xorcieldeba mTavrobaTaSorisi SeTanxmebis safuZvelze.

oficialuri kapitalis wyaro aris saxelmwifo biujeti

anu gadasaxadis gadamxdelTa fuli, amitom msgavsi kapi-

tali sazRvargareT gadaadgildeba mTavrobisa da war-

momadgenlobiTi organoebis erToblivi gadawyvetile-

bis miRebis Sedegad;

kerZo kapitali firmebis, bankebis da sxva arasa-

xelmwifo organizaciebis saxsrebia, romelic ar aris da-

130

kavSirebuli saxelmwifo biujetTan. miuxedavad maTi Se-

darebiTi avtonomiurobisa, mTavrobas aqvs garkveuli

ufleba akontrolos misi moZraoba kapitalis saerTaSo-

riso gadaadgilebis Sesaxeb gadawyvetilebis miRebis

farglebSi.

dabandebis xangrZlivobis mixedviT gamoyofen

grZelvadian, saSualovadian da moklevadian kapitals,

xolo kapitali, gamoyenebis maxasiaTeblis mixedviT, iyo-

fa samewarmeo da sasesxo kapitalad.

samewarmeo kapitalis dabandeba xdeba pirdapiri da

iribi gziT, maqsimaluri mogebis miRebis mizniT. samewar-

meo kapitalis saxiT xSirad gamoiyeneba kerZo kapitali.

Tumca, SesaZlebelia an saxelmwifom, an saxelmwifos

mflobelobaSi arsebulma sawarmom ganaxorcielos sax-

srebis dabandeba sazRvargareT. sawarmoo kapitali, da-

bandebebis miznebis mixedviT, iyofa pirdapir ucxour in-

vesticiebad (pui) da portfelur investiciebad. pui ker-

Zo samewarmeo kapitalis ZiriTadi formaa. igi uzrun-

velyofs tnk-is, mis sazRvargareTuli filialebis saqmi-

anobis efeqtiani kontrolis SesaZleblobas.

XIX saukunis dasawyisSi pui-s moZraobas abrkolebda

xangrZliv moZraobasa da komunikaciur saSualebebTan

dakavSirebuli siZneleebi.

XX saukunis bolos, transportisa da sakomunikacio

saSualebis ganviTarebasTan erTad, gamartivda ucxoel

moqalaqeTa mflobelobaSi arsebuli bunebrivi resurse-

bis, mompovebeli sawarmoebisa da agreTve, komunaluri

da msxvili sawarmoebis marTva. yvela aseT SemTxvevaSi

aucilebeli gaxda mniSvnelovani kapitaldabandebebisa

da mowinave teqnologiebis arseboba, romelic xSirad mi-

uwvdomeli iyo adgilobrivi mwarmoeblebisaTvis. amave

dros, SedarebiT farTo gavrceleba hpova sameurneo saq-

mianobis organizaciis korporaciulma formam da daiwyo

safondo bazrebis Camoyalibeba, ris Sedegad, rig qveyana-

Si formirdeba ekonomikuri da iuridiuli safuZveli,

131

romelic aucilebelia kompaniebSi ucxouri investicie-

bis mozidvisaTvis.

rogorc aRvniSneT, tradiciulad kompaniaSi inves-

ticiebi miekuTvneba pirdapiri an portfeluri investi-

ciebis formas. investiciebi aris pirdapiri im SemTxveva-

Si, rodesac investoris sakuTrebis wili (sakuTrebis wi-

li sakmarisia iyos 10%) sakmarisia kompaniaze kontro-

lis dawesebisaTvis. dabandebebi, romelsac investori-

saTvis moaqvs Semosavali, magram ar iZleva kompaniaze

kontrolis uflebas, rogorc wesi, aris portfeluri.

istoriul retrospeqtivaSi pui-is Sefaseba praqti-

kulad SeuZlebelia. es, pirvel rigSi, dakavSirebulia,

pui-is erovnuli statistikis ararsebobasTan, aseve sxva-

dasxva qveyanaSi miRebul maT ganmartebebsa da kompozi-

ciebisadmi arsebul gansxvavebebTan. pui-is Sesaxeb isto-

riuli monacemebi arsebobs garkveuli magaliTebis do-

neze. pui-is ganxorcielebis pirveli magaliTebi dakavSi-

rebulia inglisSi vestindoeTis kompaniis saqmianobas-

Tan XVII saukuneSi. XIX saukunis bolosa da XX saukunis

dasawyisSi amerikis kontinentsa da indoeTSi mrewvelo-

ekonomikuri ganviTarebisa da TanamSromlobis organiza-

ciis kodeqsSi pui-is Semdegnairi ganmartebaa mocemuli: pui

aris investiciebi, sawarmosTan grZelvadiani ekonomikuri kav-

Sirebis damyarebis mizniT, kerZod, investiciebi, romelic Se-

saZleblobas iZleva sawarmos marTvaze realuri gavlena mo-

axdinos:

a) Sesabamis qveyanaSi ararezidentis saSualebiT:

1. Seqnas an gaafarToos mTlianad mis mflobelobaSi

arsebuli sawarmo, ganyofileba an filiali. SeiZinos ukve ar-

sebuli sawarmos mTliani sakuTreba;

2. monawileoba miiRos axal an arsebul sawarmoSi;

3. gasces sesxi aranakleb xuTwliani vadiT;

b) sazRvargareT rezidentis saSualebiT:

1) Seqmnas an gaafarToos mTlianad mis mflobelobaSi ar-

sebuli sawarmos sakuTreba;

2) monawileoba miiRos axal an ukve arsebul sawarmoSi;

3) gasces sesxi aranakleb xuTwliani vadiT;

132

bis infrastruqturis ganviTarebam gamoiwvia evropis

qveynebidan kapitalis gadineba, romelic dRevandeli

gansazRvrebis Tanaxmad, SeiZleba pui-ad CaiTvalos. miu-

xedavad imisa, rom pui-s ZiriTadi nawili meore msoflio

omamde xorcieldeboda evropasa da amerikas Soris, arse-

bobs istoriuli masalebi imisa, rom ukve maSin kapitalis

nakadebi miemarTeboda CrdiloeTidan samxreTisaken.

1914 wels inglisuri pui-is 53% miemarTeboda aziis, af-

rikis da laTinuri amerikis qveynebis mompovebel dar-

gebSi, xolo 31% — infrastruqturaze.

1918—1938 wlebSi, pui viTardeboda SedarebiT nela,

Tumca, am periodTanaa dakavSirebuli amerikuli kompa-

niebis `fordis~ da `jeneral motorsis~ korporaciebis

pirveli filialebis gaxsna evropis, laTinuri amerikisa

da aziis qveynebSi. Semdgom wlebSi, gansakuTrebiT ki 60-

ian wlebidan, daiwyo pui-s swrafi zrda. 1970-iani wlebi-

saTvis, rodesac pirvelad gamoCnda ganmazogadebeli

statistikuri monacemebi pui-s Sesaxeb, maTma moculobam

weliwadSi 13 mlrd dolari Seadgina. aqedan 91% aSS-ze,

iaponiaze, safrangeTze, italiaze, did britaneTsa da ka-

nadaze modioda.

5.2. transerovnuli kompaniebis roli

globalizaciis pirobebSi da misi

ganviTarebis etapebi

pui-is ZiriTadad transnacionaluri kompaniebi

(tnk) axorcieleben, romelTaTvisac erovnuli ekonomi-

kis sazRvrebi pirobiTi xasiaTisaa. warmoebis mniSvnelo-

vani nawilis ucxoeTSi gadatana, iq mravali filialis

Seqmna, romelic integrirebulia saqonlisa da momsaxu-

rebis erTian qselSi, tnk-s saSualebas aZlevs, gamoiye-

nos mravali qveynis konkurentuli upiratesoba da re-

sursi.

133

tnk-ebma Tavisi ganviTarebis procesSi gaiares ra-

mdenime etapi da amitom SesaZlebelia gamovyoT tnk-ebis

xuTi Taoba.

tnk-ebis pirvel Taoba (maTi aRmocenebis periodi-

dan - XIX dasasrulidan pirveli msoflio omis dawyebam-

de 1914-1918 ww.) ZiriTadad dakavebuli iyo bunebrivi re-

sursebis mopovebiT aziis, afrikis, laTinuri amerikis

qveynebSi, aseve, maTi gadamuSavebiT metropoliebSi. or-

ganizaciuli formiT es tnk-ebi warmoadgendnen karte-

lebsa da sindikatebs.

tnk-ebis meore Taoba viTardeboda or msoflio

oms Soris periodSi (1918-1939 ww.). isini dakavebuli iy-

vnen SeiraRebisa da samxedro teqnikis momgebiani warmoe-

biT evropis wamyvani qveynebis, amerikis da iaponiis moT-

xovnilebebis dasakmayofileblad. am periodSi tnk-ebi

formirdebodnen trestebis saxiT, romlebic Tavis

struqturaSi iTrevdnen samamulo sawarmoebs Serwymisa

da STanTqmis saSualebiT.

tnk-ebis mesame Taobis formireba daiwyo meore

msoflio omis Semdgom periodSi (1945), gansakuTrebiT

imperiuli da kolonialuri sistemis ngrevis Semdeg

(1959-1960 ww.). mesame Taobis tnk-ebi iyvnen mecnierul

tnk aris firma, romelic akontrolebs aqtivebs,

axdens saqonlis da momsaxurebis warmoebas erTze met

qveyanaSi. es saqmianoba moicavs sainvesticio da sawar-

moo rgolis mTlian jaWvs, dawyebuli kapitalis mo-

bilizebidan, axali sawarmoo simZlavreebis SeqmniT,

sawarmoo aqtivebis SeZeniT, saqonlisa da momsaxure-

bis uSualo warmoebiT, damTavrebuli axali teqnolo-

giebis SemuSavebiT. tnk-ebi am saqmianobas sazRvarga-

reT ewevian pui-s arxebis meSveobiT, agreTve im meqa-

nizmebiT, romlebic ar aris dakavSirebuli kapital-

Tan (magaliTad, licenzireba, frenSaizingi, mmarTve-

lobiTi kontraqtebi, teqnikuri da markentinguli

momsaxurebis gaweva, sawarmos ,,gasaRebis” Cabareba) da

Tavisi arsiT axlosaa klasikur komerciul opera-

ciebTan.

134

teqnikuri miRwevebis generatorebi da gamavrceleblebi

mecnierebisa da mrewvelobis axal dargebSi (atomuri

energia, eleqtronika, kosmosi da a.S.). maTi organizaciis

ZiriTadi formebi iyo aliansebSi gaerTianebuli stra-

tegiuli koncernebi da konglomeratebi, , romelTa mi-

zans warmoadgenda poziciebis ganmtkiceba da gasaRebis

bazrebis gafarToeba mkacr konkurentul brZolaSi.

tnk-ebis meoTxe Taoba TandaTanobiT formirde-

boda 1970-1980 ww. mecnierul-teqnikuri progresis daC-

qarebuli ganviTarebisa da msoflio bazrebze zrdadi

konkurenciis pirobebSi. swored am periodSi daCqarda

Serwymisa da STanTqmis procesi, romlebmac ganapirobes

warmoebisa da kapitalis koncentracia.

tnk-ebis mexuTe Taoba Cndeba da mizanmimarTulad

iwyebs ganviTarebas XXI saukunis dasawyisSi regionuli

ekonomikuri integraciis daCqarebuli procesis piro-

bebSi, gansakuTrebiT evropaSi (EU), CrdiloeT amerikaSi

(NAFTA), samxreT amerikasa (MERCUSOR) da aziaSi

(ASEAN). msoflioSi integraciuli gaerTianebebisa da

regionuli erTiani ekonomikuri sivrceebis formireba

iZleva farTo SesaZleblobas tnk-ebis saerTaSoriso

biznesSi CarTvisaTvis yvela kontinentze.

imisaTvis, rom avxsnaT, ra mizniT daiwyo tnk-ebis

intensiuri ganviTareba XX saukunis meore naxevarSi, un-

da aRvniSnoT, rom arsebobs tnk-ebis efeqtiani saqmiano-

bis garkveuli mizezebi im kompaniebTan SedarebiT, rom-

lebic moqmedeben mxolod erT qveyanaSi. aseT upirate-

sobebs miekuTvneba:

• bunebrivi resursebis, kapitalis, mecnierul —

teqnikuri da sacdel sakonstruqtoro samuSao-

ebis Sedegebis wvdomis upiratesoba;

• horizontaluri diversifikacia sxvadasxva ned-

leulis dargebSi an vertikaluri diversifika-

cia teqnologiuri principiT erTi dargis far-

glebSi, romelic rogorc erT, aseve meore Sem-

135

TxvevaSi uzrunvelyofs tnk-ebis ekonomikur

stabilurobasa da finansur mdgradobas;

• deda kompaniis mier sawarmoebis optimaluri ga-

nawileba sxvadasxva qveyanaSi maTi erovnuli

bazrebis sididis, ekonomikuri zrdis tempis,

fasebis, ekonomikuri resursebisadmi wvdomis

da aseve politikuri stabilurobis gaTvaliswi-

nebiT.

• tnk-ebis mTliani sistemis farglebSi kapitalis

swrafi akumulirebis SesaZlebloba;

• tnk-ebis efeqtianobis gadidebis da konkuren-

tunarianobis gaZlirebis perspeqtiva, saerTo

yvela msxvili samrewvelo firmebisaTvis, rome-

lic Tavisi struqturebis integracias axorcie-

lebs sruliad sxvadasxva sawrmoebSi;

• sazRvargareTis momxmarebelTan siaxlove da

adgilobrivi bazris ganviTarebis da mimRebi

qveynis analogiuri kompaniebis konkurentuli

potencialis perspeqtivis Sesaxeb utyuari in-

formaciis miRebis SesaZlebloba;

• sxvadasxva qveyanaSi, tnk-ebis interesebidan ga-

momdinare, saxelmwifos sagareo ekonomikuri

politikis gamoyeneba;

• tnk-ebis produqtisa da teqnologiebis gaxan-

grZlivebis zrdadi SesaZlebloba. maT daZvele-

basTan erTad sazRvargareTul filialebSi ga-

datana da tnk-ebis qveganyofilebebis resurse-

bis fokusireba axali teqnologiebisa da nawar-

mis SemuSavebaze sabaziso qveyanaSi;

• ama Tu im qveyanis bazarze produqtebis daner-

gvis barierebis gadalaxvis SesaZleblobeba pui-

is saSualebiT;

• msoflios mravali qveynis finansuri resurse-

bis farTo gamoyenebis SesaZlebloba;

136

• sxvadasxva qveyanaSi sasaqonlo, savaluto da fi-

nansuri bazrebis Sesaxeb uwyveti informaciis

miReba, rac saSualebas aZlevs operatiulad mi-

marTon kapitalis nakadebi im qveyanaSi, sadac

maqsimaluri mogebis miRebis xelsayreli piro-

bebi iqmneba;

• mTliani korporaciis optimaluri organizaci-

uli struqtura, romelic imyofeba daJinebuli

yuradRebisa da kontrolis qveS tnk-bis xel-

mZRvanelobis mier da mudmivad xdeba srulyofa.

XXI saukunis dasawyisSi msoflioSi tnk-bis ricxvi

80 aTasze mets, xolo maTi filialebis _ 850 aTass iT-

vlis. deda kompaniebi ZiriTadad ganTavsebulia ganviTa-

rebul qveynebSi (52,2 aTasi), xolo filialebis didi rao-

deneba (485 aTasi) ganTavsebulia ganviTarebad qveynebSi.

msoflio mrewvelobis daaxloebiT naxevari da sagareo

vaWrobis 2/3-ze meti modis tnk-ebze. isini akontroleben

patentebis, licenziebis, axali teqnologiebis da nou-

hau-s 80%-s. tnk-ebis kontrolis qveS imyofeba calkeu-

li sasaqonlo bazrebi: xorblis, yavis, simindis, xe-tyis,

Tambaqos, foladis msoflio bazris 90%, spilenZisa da

boqsitebis 85%, Caisa da zeiTunis zeTis 80%, nedli nav-

Tobis, naturaluri kauCukis da bananebis 75%.

tnk-ebi, romlebic axdenen erovnebaTaSorisi sawar-

moo kompleqsis formirebas, aqvT Sromis saerTaSoriso

danawilebis gamoyenebis da warmoebis saerTaSoriso ko-

operaciis upiratesoba. rac maT saerTaSoriso ekonomi-

kuri urTierToebebis maxasiaTebelsa da transerovnuli

biznesis mdgomareobaze gavlenis saSualebas aZlevs.

imisaTvis, rom mivakuTvnoT kompania ,,transerov-

nuls~ iyeneben Semdeg kriteriumebs:

• qveynebis raodenoba, romelSic moqmedebs kompa-

nia (aranakleb 6);

• qveynebis gansazRvruli raodenoba, romelSic

ganTavsebulia kompaniis sawarmoo simZlavreebi;

137

• kapitalizaciis gansazRruli zoma, romelsac mi-

aRwia kompaniam;

• ucxouri operaciebis minimaluri wili Semosav-

lebSi, romelsac miaRwia kompaniam (rogorc wesi

25%);

• aqciebis sakontrolo paketis aranakleb 25%-is

floba sam an met qveyanaSi.

• kompanis personalisa da maRali donis xelmZRva-

nelobis internacionaluri Semadgenloba;

kompaniis transnacionalizaciis SefasebisaTvis ga-

moiyeneba transnacionalizaciis indeqsi, romelic war-

moadgens Semdegi sami maCvenebelis saSualo mniSvnelo-

bas: sazRvargareTuli aqtivebis Sefardeba aqtivebis sa-

erTo moculobasTan; sazRvargareTuli gayidvebis Se-

fardeba gayidvebis saerTo moculobasTan da sazRvarga-

reT dasaqmebulTa raodenobis Sefardeba kompaniaSi da-

saqmebulTa saerTo raodenobasTan:

transerovnulobis indeqsis gamoTvla SesaZlebe-

lia Semdegi formuliT:

1

3

i i

T

R SAA R SI+ +

=

sadac,

TI - transnacionalizaciis indeqsi;

A - saerTo aqtivebi;

1A - sazRvargareTuli aqtivebi;

R - saqonlisa da momsaxurebis sazRvargareTuli gayid-

vebis moculoba;

iR - saqonlisa da momsaxurebis gayidvebis saerTo mocu-

loba;

iS - sazRvargareT dasaqmebulTa raodenoba;

S - kompaniaSi dasaqmebulTa mTliani raodenoba.

138

Tanamedrove pirobebSi msxvil korporaciebs

mZlavri finansuri, mmarTvelobiTi da sawarmoo struq-

tura gaaCniaT. es maT calkeul regionebsa da qveynebSi

mimdinare ekonomikuri krizisebisadmi naklebad damoki-

debuls xdis. imis gamo, rom tnk-ebi TavianT filialebs

qmnian msoflios sxvadasxva adgilas, mkveTrad gaizarda

qveyanaTa urTierTdamokidebuleba. tnk-ebi xels uwyo-

ben samrewvelo sistemebs Soris kavSiris daregulirebas

da amasTan, gvevlineba `Rrma” integraciis mamoZravebel

Zalad, ramdenadac isini varaudoben kavSirebis damyare-

bas warmoebis doneze, romelic iwvevs warmoebis faqto-

rebis gaerTianebas, vaWrobis saSualebiT `zedapiruli~

integraciis gawonasworebas, romelic tradiciuli ko-

merciuli urTierTobebis daregulirebas gulisxmobs.

integracia TavisTavadac Rrmavdeba pui-is arxebis meSve-

obiT, vinaidan tnk-is sul ufro meti raodenoba mimar-

Tavs kompleqsur integraciul strategias, romelic gu-

lisxmobs warmoebis da ganawilebis mWidro integraciu-

li kavSirebis Seqmnas. kompleqsuri integraciuli stra-

tegiis ganxorcielebisas firmebi aqtiurad aviTareben

Rrma transsasazRvro specializacias vertikalur da

horizontalur doneze, Sromis Siga safirmo danawile-

bis saSualebiT, romelic gadis erovnuli sazRvrebs

farglebs gareT da ufro xSirad moqmedebs funqciur

doneze.

tnk-is TvalTaxedvidan gamomdinare, kompleqsuri

integraciuli strategia uzrunvelyofs firmebis SesaZ-

leblobas, miiRon mogeba ekonomiis xarjze, romelic mi-

iRweva Sualeduri produqciis moculobisa da masStabe-

bis gafarToebis an misi funqciuri rgolebis muSaobis

optimizaciis meSveobiT. msgavsi strategia saSualebas

aZlevs firmebs sawarmoo da funqciuri rgoli ganaTav-

sos im adgilas, sadac TviTRirebulebisa da Sromis mwar-

moeblurobis Sefardeba SedarebiT misaRebia.

139

Tanamedrove tnk-isaTvis sul ufro did rols Ta-

maSoben inovaciebi da samecniero-kvleviTi samuSaoebi.

tnk-is ucxour bazarze warmatebuli SeRwevis ZiriTadi

faqtori aris maTi konkurentuli upiratesoba, romelTa

Soris mTavaria teqnologiuri upiratesoba, teqnologi-

uri lideroba, mowinave teqnologiebis floba. yvela

dargis kompania iZulebulia gazardos danaxarjebi sa-

mecniero-kvleviT samuSaoebze konkurentuli upirate-

sobis miRebis mizniT. aucilebelia aRiniSnos, rom Tana-

medrove tnk-ebi amjobineben samecniero-kvleviT samuSa-

oebs Tavi mouyaron saTavo kompaniaSi, xolo warmoeba ga-

aqvT sazRvargareT. amitom, samecniero-kvleviTi da sac-

del-sakonstruqtoro samuSaoebi Tavmoyrilia tnk-is

bazirebis qveynis, xolo warmoeba xSirad gatanilia saz-

RvargareTul struqturebSi. vinaidan 85%-ze meti wam-

yvani tnk dafuZnebulia aSS-Si, iaponiasa da evrokavSirSi,

es qveynebi praqtikulad yvela ZiriTadi samecniero-

kvlevis akumulirebas axdenen. amgvarad, msoflio mas-

StabiT tnk-is zemoqmedeba mecnierul-teqnikur prog-

resze Zalze didia. isini gansazRvraven misi ganviTarebis

mimarTulebas da Sesabamisad, msoflio ekonomikis

struqturul Zvrebs.

5.3. pirdapiri ucxouri investiciebis Teoriebi

XX saukunis meore naxevarSi tnk-ebis swrafma zrdam

stimuli misca maTi modelebis Seqmnas.

wlebis ganmavlobaSi iyo mravali mcdeloba, aexsnaT

ratom axorcieleben firmebi pui-s. albaT unda daviwyoT

iqidan, rom srulyofili konkurenciis samyaroSi, mrava-

li pui ar ganxorcieldeboda, radgan tnk-ebi ewevian

transaqciul danaxarjebs, romelsac ar ganicdis misi Si-

ga konkurenti. pui-is ZiriTadi niSania, saSualeba misces

mravalerovnul organizaciis Camoyalibebas, e.i. gaafar-

140

Toos kontroli. kontrolis gafarToeba da ucxo baz-

rebze SeRweva damokidebulia firmis gansakuTrebul

upiratesobebze. am mxriv, aRsaniSnavia haimeris midgoma.

stefan haimeris wignSi (1976 w). firmis gansakuTrebul

upiratesobaTa faqtori ganixileboda pui-is Teoriisa

da dargobriv bazrebze arasrulyofili konkurenciis

klasikuri modelebis SemaerTebel instrumentebi. haime-

ris mixedviT ucxoeli investori aris monopolia, ufro

xSirad oligopolia ama Tu im bazarze. sazRvargareT in-

vestireba xorcieldeba konkurenciis CaxSobisa da ba-

zarze kontrolis SenarCunebis mizniT, rac gamoixateba

sawarmoze kontrolis SenarCunebis moTxovnisa da sa-

kuTrebis gaziarebaze uaris TqmiT. amgvarad, mocemuli

midgomis Tanaxmad, pirdapiri investiciebi iwvevs calke-

ul bazarze kontrolis uzurpacias. im droisaTvis

msgavsi azri Zalze popularuli iyo, gansakuTrebiT gan-

viTarebadi qveynebisaTvis. tnk-ebs aRiqvamdnen Zlier

monopolistur institutad, romelsac SeuZlia uaryo-

fiTad imoqmedos saxelmwifoze da Seamciros mimRebi

qveynis keTildReoba. 1970-ian wlebSi gavrcelebulma

politikam SezRuda pui-is Semosvla da gamoiwvia tnk-

ebis mkacri regulireba. msgavsi politika ZiriTadad

tardeboda ganviTarebadi qveynebis da agreTve, calkeu-

li industriuli qveynis mier.

s. haimeris mier SemuSavebuli monopolisturi upi-

ratesobis Teoria SemdgomSi C. kindlebergerma ganaviTa-

ra. Tavis naSromebSi is ikvlevda tnk-ebis Sinagan bunebas

da mizezebs, romelic firmebs saSualebas aZlevda gane-

xorcielebinaT pui. igi iyo gaigivebuli ,,masStabis eko-

nomiasTan~ da gansakuTrebul ,,menejerul unarTan~.

saerTaSoriso bazarze gasvlisas firma xSirad aw-

ydeba iseT dabrkolebebs, rogoricaa adgilobriv bazar-

ze ,,TamaSis wesebis~, momxmarebelTa gemovnebis arcodna,

rac iwvevs maRal transaqciul danaxarjebs da qmnis ris-

kis maRal xarisxs. msgavs SemTxvevaSi firmis warmatebu-

141

li saqmianobisaTvis kindlebergerma gamoyo Semdegi Zi-

riTadi faqtorebi: adgilobriv sasaqonlo bazarze aras-

rulyofili konkurencia (originaluri produqciis ar-

seboba); faqtorul bazrebze arasrulyofili konkuren-

cia (Tu ucxouri firma flobs Tanamedrove teqnologi-

as, aqvs didi samewarmeo gamocdileba, advilad miuwvdeba

xeli kreditze); upiratesobebi masStabSi (ris xarjze Se-

iZleba meti mogebis miReba); ucxouri investiciebis xel-

sayreli saxelmwifo regulireba.

konkurentuli upiratesobis Teoria dafuZnebuli

faseuli aqtivebis flobaze, mxolod nawilobriv xsnis

sazRvargareT ganxorcielebuli pui-is mizezebs. Tumca

es Teoria saSualebas ar iZleva avxsnaT kompaniebi ratom

aniWeben upiratesobas sazRvargareTis bazrebze gasvlas

pui-is saSualebiT imis nacvlad, rom maT gamoiyenon Ta-

vianTi konkurentuli upiratesoba saerTaSoriso bazar-

ze sxva meTodebiT, rogoricaa, eqsporti, frenSaizingi,

ucxouri kompaniebis mier licenziis gayidva maTi teqno-

logiebis sargeblobisaTvis. magaliTad, kompania McDo-nald’s warmatebulad moqmedebs saerTaSoriso bazrebze

frenSaizingis saSualebiT, romelic McDonald’s —is swra-

fi momsaxurebis restornebis gaxsnis ZiriTadi saSuale-

baa mTels msoflioSi. maSin rodesac kompania Boeing saz-

RvargareT momxmarebelTa moTxovnebs akmayofilebs eq-

sportis saSualebiT.

internalizaciis Teoria saSualebas iZleva movZeb-

noT am kiTxvaze pasuxi transaqciuri danaxarjebis kon-

cefciis safuZvelze. transaqciuli danaxarjebi (transa-ction costs) — aris garigebaze gaweuli danaxarjebi, anu es

danaxarjebi dakavSirebulia kontraqtis dadebis mola-

parakebis warmoebis da kontraqtis moqmedebaSi moyvanas-

Tan. kompaniis xelmZRvanelobam unda miiRos gadawyveti-

leba imis Sesaxeb, Tu ra aris umjobesi kompaniisaTvis:

SeiZinos an aaSenos sakuTari sawarmo sazrvargareT Tu

ucxour firmasTan dados kontraqti sawarmos marTvi-

142

saTvis frenSaizinguli xelSekrelebis, salicenzio Se-

Tanxmebis an miwodebis Sesaxeb xelSekrulebis safuZvel-

ze. internalizaciis Teoriis Tanaxmad (internalization theo-ry) upiratesoba unda mieniWos pui-s, Tu kontraqtis da-

debis molaparakebis warmoebis, kontraqtSi arsebuli pi-

robebis Sesrulebaze kontrolisa da kontraqtis moqme-

debaSi moyvanis xarjebi metia im xarjebze romelsac mo-

iTxovs kapitalis pirdapiri dabandeba sazRvargareTul

sawarmoSi. magaliTad, kompania Toyota-s ZiriTadi konku-

rentuli upiratesobaa gamoSvebuli produqtis maRali

xarisxi da warmoebis mowinave teqnologiebi. aseTi upi-

ratesobis miRweva ucxour sawarmoebSi sxva firmebTan

kontraqtis dadebis saSualebiT Sesabamisi samuSaoebis

Sesrulebaze SedarebiT rTulia. Sesabamisad, kompania

Toyota upiratesobas aniWebs sawrmoo simZlavreebis gan-

Tavsebas sazRvargareTis qveynebSi.

da piriqiT, internalizaciis Teoriidan gamomdina-

reobs daskvna imis Sesaxeb, rom dabali tranzaqciuli da-

naxarjebisas kompaniisaTvis momgebiania kontraqtebi da-

dos ucxour firmebTan da ganaxorcielos komerciuli

saqminoba saerTaSoriso bazrebze licenziis gayidvis an

frenSaizingis saSualebiT. magaliTad, kompania McDo-nald's-ma did warmatebas miaRwia frenSizis saSualebiT

McDonald's brendis qveS sazRvargareT xsnida swrafi mom-

saxurebis restornebs. kompaniam SeZlo frenSaizinguli

SeTanxmebis dadebiT tranzaqciuli danaxarjebis Semci-

reba da is amJamadac agrZelebs franCaizingis gamoyene-

bas, rogorc sazRvargareT biznesis warmoebis ZiriTad

meTods.

internalizaciis Teoria gviCvenebs kompaniis saer-

TaSoriso bazarze gasvlis mizezebs pui-is saSualebiT.

Tumca es Teoria ar iZleva pasuxs kiTxvaze: kompania ra-

tom ganaTavsebs sawarmoo simZlavreebs sazRvargareT,

miuxedavad imisa, ekuTvnis es simZlavreebi Tavad kompa-

nias an mis menardes. sxvagvarad rom vTqvaT, kompania mii-

143

Rebs konkurentul upiratesobas sazRvargareTis teri-

toriaze sawarmos ganTavsebiT? am problemis gadawyve-

tas eZRvneba ekleqtikuri Teoria. 1981 wels j. daningis

mier SemuSavebuli ekleqtikuri Teoria miznad isaxavda

yvela alternatiuli variantis gaerTianebas, romelic

dafuZnebuli iyo tnk-is sxvadasxva aprobirebul model-

ze. daningis SemoTavazebuli modeli Seicavs faqtorTa

sam jgufs, romliTac aixsneba tnk-is saqmianoba saerTa-

Soriso arenaze: 1. ucxoeli investorebis specifikuri

konkurentuli upiratesoba adgilobrivi kompaniebis mi-

marT, romlis meSveobiT firmebi sazRvargareT ganaTav-

seben investiciebs da iReben Semosavals rentis saxiT

(sakuTrebis specifikuri upiratesoba). 2. klasikuri ko-

merciuli operaciebis CarCoebSi am resursebis gamoyene-

basTan dakavSirebuli mTeli danaxarjebi da siZneleebi

(internalizaciis upiratesobani). 3. calkeuli qveynebis

specifikuri geografiuli upiratesobani. iTvleba, rom

tnk-isaTvis SedarebiT mimzidveli ekonomikur-geogra-

fiuli upiratesoba aris qveynis Siga bazris moqniloba,

samamulo ekonomikis dinamikuri zrda, liberaluri sa-

erTaSoriso vaWroba (ekonomikis gaxsniloba vaWrobisaT-

vis, TviTRirebulebisa da Sromis mwarmoeblurobis mim-

zidveli Sexameba, efeqtianad moqmedi faqtoruli bazre-

bis arseboba.

1994 wels j. daningis mier holandiel mecnierTan

naruloisTan erTad SemoTavazebuli iyo eris sainvesti-

cio ganviTarebis gzebis Teoria. am Teoriis Tanaxmad,

ganviTarebuli qveynebi gadian xuT etaps, romelTa kla-

sifikaciur niSnebs warmoadgens mzadyofna pui-is miRe-

bis da eqsportirebisaTvis. analizis bazas warmoadgens

ekleqtikuri Teoria.

Tavdapirvelad qveynis sainvesticio ganviTareba

mimdinareobs yovelgvari upiratesobis gareSe, romle-

bic CamoTvlilia daningis ekleqtikur TeoriaSi. qveyana-

Si saxelmwifo atarebs importSemcvlel politikas. gan-

144

viTarebulia mxolod dabalteqnologiuri warmoeba,

Semdgom fazaSi mimdinareobs pui-is TandaTanobiTi mate-

ba, farTovdeba adgilobrivi bazari, izrdeba adgilob-

rivi firmebis konkurentunarianoba. TandaTanobiT tar-

deba pui-is liberalizacia. mesame fazisaTvis damaxasia-

Tebelia pui-is eqsporti, mniSvnelovnad izrdeba adgi-

lobrivi firmebis internalizaciis upiratesobani. sa-

xelmwifo politika pui-is mimarT liberaluri, xolo

ekonomika eqsportze orientirebulia. meoTxe fazaSi,

pui-is eqsporti uswrebs imports, qveyana xdeba lideri

zogierT maRalteqnologiur dargSi. mexuTe fazaSi pui-

is eqsporti da importi agrZelebs zrdas, myardeba msof-

lio lideroba liberaluri pui-is politikis da pui-is

eqsportis stimulirebasTan erTad.

pui-ebis ganxorcieleba aseve SesaZlebelia avxsnaT

produqtis sasicocxclo ciklis Teoriis saSualebiT,

romelic 60-ian wlebSi daamuSava frangma ekonomistma r.

vernonma. mocemuli Teoria emyareba saqonlis mier bu-

nebrivi sasicocxlo ciklis gavlis Sesaxeb postulats,

romelic moicavs sam Tanmimdevrul fazas: 1. inovacia, 2.

simwife, 3. standartizacia. inovaciur fazaSi korpora-

cia, romelic aris mocemuli saqonlis pioneri, iZens

konkurentul upiratesobas da faravs danaxarjebs sa-

mecniero-kvleviT da sacdel-sakonstruqtoro samuSao-

ebze. meore da mesame fazaSi warmatebuli konkurencii-

saTvis kompania iZulebulia mimarTos internacionali-

zaciis strategias. simwifis fazaSi Siga bazarze gayidva-

Ta Semcireba iwvevs sazRvargareT mocemuli saqonlis

eqsportis gadidebas. magram im SemTxvevaSi, roca eq-

sports safrTxe emuqreba, anu standartizaciis fazaSi,

rodesac saqonlis warmoeba teqnologiisa da xarisxis

mixedviT iZens saboloo standartul formebs, konku-

rentuli upiratesobis miRebis mizniT, ufro xelsayre-

lia danaxarjebis ekonomiiT kvlavwarmoebiTi procesis

ciklis sxvadasxva stadiis gadatana im qveyanaSi, sadac

145

dabalia cvalebadi xarjebi, sabaJo barierebis gverdis

avlis, ucxoel monopoliebTan poziciebis gaZlierebis

SesaZleblobiT.

5.4 pirdapiri ucxouri investiciebis

ekonomikuri efeqtianoba

erT-erTi faqtori, romelic gardamavali ekonomi-

kis qveynebs aZlevs saSualebas Seamsubuqos zogierTi Si-

ga problema da ekonomikur ganviTarebas misces dadebi-

Ti impulsi, aris erovnuli bazrebis gaxsna ucxouri

firmebisa da erToblivi kompaniebisaTvis, rac xorciel-

deba kidec saqarTveloSi. praqtikulad msoflios yvela

qveyanas, Tavis ekonomikis CarCoebSi, aqvs ucxouri seq-

tori, romelic Sedgeba ucxour investiciebze dafuZne-

buli sawarmoebisagan.

msoflio ekonomikaSi integraciis pirobebSi, saga-

reo sfero da is uzarmazari resursebi, romlebic imyo-

feba finansur bazarze, iZleva did SesaZleblobas eko-

nomikuri zrdis dafinansebisaTvis. kapitalis modineba

mowmobs mimRebi qveynis ekonomikis ndobis xarisxis amaR-

lebas, rac mTlianobaSi gavlenas axdens saerTo ekonomi-

kur klimatze. jer kidev 60-ian wlebSi msoflio ekonomi-

kurma mecnierebam damajereblad daamtkica, rom nebismi-

eri ganviTarebadi qveyana, romelic miznad isaxavs erov-

nuli Semosavlis swraf gadidebas, awydeba sirTuleebs,

Tu Seecdeba ganaxorcielos kapitaldabandebebis prog-

rama mxolod erovnuli saxsrebis mobilizebis saSuale-

biT. ase, rom ucxouri kapitalis mozidva gvevlineba

qveynis ekonomikis ganviTarebis ara koniunqturul-taq-

tikur, aramed strategiul amocanad.

kapitalis saerTaSoriso moZraobis efeqtianoba

SeiZleba ganvixiloT Semdegi magaliTis safuZvelze: da-

vuSvaT, rom mTeli msoflios simdidre warmodgenilia

146

ori qveyniT — saqarTveloTi da ukrainiT, romelTac Se-

sabamisad Tavis gankargulebaSi aqvT AK da AK1 moculo-

bis kapitali (ix. naxazi 1). mTlianobaSi kapitalis odeno-

ba, romelsac gankargavs orive qveyana, Seadgens KK1. da-

vuSvaT, rom saqarTvelos Warbad aqvs kapitali da ar ga-

aCnia sasurveli Siga sainvesticio SesaZleblobebi, xo-

lo ukraina ganicdis kapitalis ukmarisobas, magram aqvs

sainvesticio SesaZleblobebi. sakuTari SesaZleblobe-

bis farglebSi ganxorcielebuli investirebis dros, sa-

qarTvelos investorebs aqvT Semosavlebis dabali norma,

vinaidan Siga realuri aqtivebis ukugeba TandaTan mcir-

deba masze moTxovnis Semcirebis gamo (radgan sainvesti-

cio SesaZleblobebi saqarTveloSi dabalia). es situacia

naxazze gamosaxulia kapitalis zRvruli mwarmoebluro-

bis S1 mrudiT. amasTan, konkurenciis gamo, saqarTvelos

investorebi Tanaxmani arian KC sididis Semosavlis nor-

maze. ukrainaSi saqarTvelosagan gansxvavebiT, saxsrebis

uqonlobisa da masze didi moTxovnis gamo kapitalis

zRvruli mwarmoeblurobis S2 mrudi aRmavali saxisaa. e.i.

procentis norma Zalian maRalia da raime kapitaldaban-

debaTa ganxorcieleba SeuZlebelia wertilis marcxniv.

xolo am qveyanaSi dabandebuli kapitalidan miRebuli Se-

mosavali K1D sididis tolia. saqarTveloSi Siga investi-

ciebis ganxorcielebis Sedegad miRebuli warmoebis mo-

culoba Seadgens a+b+c+d+e+f segmentebis jams. sadac a+f segmentebis jami warmoadgens kapitalis mflobelebis

Semosavals, xolo danarCeni _ warmoebis sxva faqtore-

bis (miwa da Sroma) mflobelebis Semosavals. ukrainis

warmoebis moculoba Seadgens i+j+k segmentebs, sadac j+k aris kapitalis mflobelebis Semosavali, xolo danarCe-

ni warmoadgens warmoebis sxva faqtorebis Semosavals. is

rom, KC<K1D niSnavs, rom kapitaldabandebidan miRebuli

mogeba saqarTveloSi naklebia vidre ukrainaSi.

147

r — saprocento ganakveTi

naxazi 1. pirdapiri ucxouri investiciebis ekonomikuri

efeqtinoba

axla davuSvaT, rom orive qveyanam gaxsna sazRvrebi

da saSualeba mieca kapitalis saerTaSoriso gadaadgile-

bas. vinaidan mogeba orive qveyanaSi gansxvavebulia kapi-

talis nawili AB gaedineba saqarTvelodan ukrainaSi. ris

Sedegad mogeba orive qveyanaSi dabalansdeba BR doneze.

erTi mxriv, warmoebis moculoba, saqarTveloSi aseve

ucxoeTSi dabandebuli kapitalis saSualebiT Seadgens a+b+c+d+e+f+h segmentebs. amasTan, a+b+c+d produqti

iwarmoeba qveynis SigniT arsebuli investiciebis xarjze,

xolo h+e+f - ucxouri investiciebis xarjze. kapitalis

SedarebiT produqtiulad gamoyenebis Sedegad ukraina-

Si misi investirebiT, erToblivi produqti, warmoebuli

igive moculobis kapitaliT, aRmoCnda meti h da g segmen-

S1

c

b

a S2

d eh

Rg

k

j

i

D

r

F

K

r saqarTvelo ukraina

ABK

C

E

148

tiT, xolo kapitalis mflobelebis r-Ti, vidre Tavda-

pirveli. kapitalis mflobelebis Semosavali izrdeba

a+b+c+d+e+f+h-mde. maSin rodesac sxva faqtorebis mflo-

belebis Semosavali saqarTveloSi mcirdeba c segmentam-

de.

sxva mxriv, saqarTvelodan ukrainaSi kapitalis ga-

dinebam gamoiwvia dabandebul kapitalze momgebianobis

Semcireba K1D-dan K1F-mde. Tumca, amave dros Siga da ase-

ve ucxouri investiciebis dabandebis Sedegad ukrainaSi

saSinao warmoebis moculoba gaizarda i+j+k —dan

i+j+k+g+h+e+f-mde. h+e+f segmentebi aris ucxouri kapita-

lis saSualebiT Seqmnili produqti, romelic unda miv-

ceT ucxoel investors mogebis saxiT. amgvarad, saSinao

warmoebis wminda zrda aris mxolod g segmenti. ukrainaSi

dabandebul kapitalze momgebianobis Semcirebis gamo ka-

pitalis mflobelebis Semosavali Semcirda j+k-dan k-q-de. xolo sxva faqtorTa mflobelebis Semosavali iz-

rdeba i—dan i+g+j-mde. msoflios TvalTaxedvidan gamom-

dinare, erTi qveynidan meore qveyanaSi kapitalis gadaad-

gilebiT msoflio warmoebis moculoba gaizarda

[a+b+c+d+e+f]+[k+j+i]-dan [a+b+c+d]+[e+f+g+h+i+j+k]-mde, anu g+h segmentebiT, h ekuTvnis saqarTvelos, kapitalis

efeqtiani gamoyenebis gamo, xolo g ekuTvnis ukrainas,

romelic warmoiqmneba saqarTvelodan Semodinebuli da-

matebiTi investirebuli kapitalis Sedegad.

amgvarad, kapitalis saerTaSoriso gadaadgilebam

gamoiwvia msoflio warmoebis moculobis gadideba war-

moebis faqtorebis SedarebiT efeqtiani gadanawilebisa

da gamoyenebis Sedegad. amasTan qveyanaSi, romelsac ga-

aqvs kapitali, kapitalis mflobelTa Semosavali izrde-

ba, xolo sxva fatorebis mflobelTa Semosavali mcirde-

ba maSin, rodesac qveyanaSi, romelSic Semodis kapitali

kapitalis mflobelTa Semosavali mcirdeba, xolo sxva

faqtorebis mflobelTa Semosavali izrdeba.

149

Tu kapitalis Tavisufali saerTaSoriso migracia

momgebiania rogorc msofliosaTvis, ise im qveynebisaT-

vis, romelTaTvisac es Tavisufleba damatebiT SesaZleb-

lobebs iZleva, maSin rogori unda iyos maTi moculoba

da struqtura?

qveyana-recepientis ekonomikuri zrdis uzrunvel-

yofaSi ucxouri kapitaldabandebebis rolis Sefasebis

problemas xangrZlivi istoria aqvs. erT-erTi adreuli

midgoma aris v. leontievis klasikuri diferencialuri

modeli, romlis mixedviTac sabaziso wlis faqtobrivi

mdgomareobis miuxedavad, `gardatexis wertili” ekono-

mikuri ganviTarebis tempis mimarT manamade ar miiRweva,

sanam mimReb qveyanaSi ucxouri investiciebis saSualo

wliuri zrdis tempi ar iqneba mSp-is 5%, xolo momdevno

wlebSi, intensiurad unda xdebodes misi moculobis ga-

dideba.

Tumca, mniSvnelovania is faqtic, rom ganviTareba-

di ekonomikis qveynebi TvalsaCinod axdenen im WeSmari-

tebis demonstrirebas, rom gadamwyvetia ara imdenad im-

portirebuli kapitalis moculoba, ramdenadac misi

struqtura, pui-s ganawileba seqtorebisa da dargebis

mixedviT.

ra faqtorebiT ganisazRvreba pui-is pozitiur ze-

moqmedeba mimRebi qveynis ekonomikaze? SesaZlebelia Tu

ara pui-is zrdiT uzrunvelvyoT danazogebisa da kapi-

taldabandebebis formireba da safuZveli SevuqmnaT mo-

maval grZelvadian ekonomikur zrdas?

saerTaSoriso statistikaSi sakmarisi monacemebi

aris dagrovli, raTa dawvrilebiT gavaanalizoT ucxo-

ur kapitalze dafuZnebuli warmoebis roli da gamovav-

linoT am sferoSi formirebuli kanonzomierebani da

tendenciebi. Tu ucxour seqtorSi dasaqmebulTa mocu-

lobas aRvniSnavT _ L da maT mier gamoSvebuli produq-

ciis moculobas _ Q, SegviZlia gamovTvaloT misi Se-

fardebiTi mwarmoebluroba, e.i. ucxouri seqtoris Sro-

150

mis mwarmoeblurobis Tanafardoba mwarmoeblurobasTan

saSualod qveynebis mixedviT, e.i. Pf =(Q/L) 100%. analogi-

urad SegviZlia gamovTvaloT erovnuli seqtoris Sefar-

debiTi Sromis mwarmoebluroba: Pd = [(1– Q) ⁄ (1– L)]100%. Tu SevufardebT miRebul cifrebs erTmaneTs, miviRebT

SefardebiTi garRvevis koeficientebs ucxouri da erov-

nuli seqtoris Sromis mwarmoeblurobaSi:

P= (Q ⁄ L) ⁄ [(1– Q) ⁄ (1 – L)]100%.20 gamoTvlebis Sedegad, miRebuli monacemebis safuZ-

velze (ix. cxrili 5) SeiZleba movaxdinoT Semdegis in-

terpretacia: Sromis mwarmoeblurobis mixedviT ucxou-

ri sawarmoebi daaxloebiT orjer ufro efeqtiania sama-

mulosTan SedarebiT. rac ganpirobebulia maTi teqno-

logiuri liderobiT. isini, Cveulebriv, ekuTvnian

msxvil, yvelaze ganviTarebul da SedarebiT konkuren-

tunarian kompaniebs, romlebic damoukideblad ewevian

samecniero-kvleviT da sacdel-sakonstruqtoro samuSa-

oebs da iyeneben mis Sedegebs warmoebis yvela stadiaze:

gasaRebis bazris organizaciisa da sxvadasxva qveyanaSi

sawarmoo simZlavreebis ganTavsebamde. gasagebia, rom

Tanamedrove ekonomikaSi ZiriTad mwarmoeblebad gamo-

dian globalurad moqmedi firmebi, romlebic eZeben mim-

wodeblebs da bazarze SeRwevis SesaZleblobas. mimRebma

qveynebma, romlebmac SeZles tnk-is mozidva, ganicdian

axali teqnologiebis zemoqmedebas, romelTa roli fas-

daudebelia maTi industriuli bazis ganviTarebaSi. ad-

gilobrivma kompaniebma, romlebmac kavSiri daamyares

tnk-ebTan, iTviseben maT nou-haus da swavloben saerTa-

Soriso bazrebze mkacri konkurenciis pirobebSi saqmis

warmoebas, rac sabolood iwvevs mwarmoeblurobis

zrdas, romelic uzrunvelyofs resursebis efeqtian ga-

moyenebas da mosaxleobis erT sulze maRal Semosavals.

20 Балацктий Е., Павличенко Р., Иностранный сектор в экономике Росcии. Журн. МЭ и МО, 2001. №6. стр. 44.

151

tnk-is inovaciuri saqmianobis mniSvnelovani nawi-

li xorcieldeba Siga firmaTaSoris safuZvelze. es gan-

pirobebulia sxvadasxva mizeziT: pirvel rigSi, samecnie-

ro-kvleviTi da sacdel-sakonstruqtoro samuSaoebi da-

kavSirebulia msxvil aunazRaurebel danaxarjebTan da,

maSasadame, maTi ukugebisaTvis saWiroa msxvili bazrebi.

amgvarad, samecniero-kvleviTi da sacdel-sakonstruq-

toro samuSaoebi koncentrirebulia msxvil firmebSi,

iseT sferoebSi, rogoricaa bioteqnologia, aseve stra-

tegiul kavSirebsa da msxvili firmebis aliansebSi. saku-

Tari korporaciuli teqnologiebi ikaveben TvalsaCino

adgils aramaterialur aqtivebs Soris, romelic fir-

mebs ubiZgebs sazRvargareT ganaxorcielon investiciebi

kapitalSi monawileobiT an maT gareSe (magaliTad, li-

cenzireba, frenSaizingi). amave dros, transnacionalu-

roba afarToebs bazars, romelSic firmas SeuZlia gamoi-

yenos teqnologiuri aqtivebi da Seqmnas Zlieri stimuli

samecniero-kvleviTi da sacdel-sakonstruqtoro samu-

Saoebis ganxorcielebisaTvis. idea warmoadgens àrakon-

kurirebad saqonels~, praqtikulad warmoebis nulovani

zRvruli danaxarjebiT, romelic uzrunvelyofs mono-

poliur rentas da maSasadame, stimuls maTi generirebi-

saTvis, rac mWidrod dakavSirebulia bazris sididesTan,

romelSic unda moxdes maTi realizacia. aseT pirobebSi

pirdapir ucxour investiciebs SeuZlia Seitanos mniS-

vnelovani wvlili teqnologiebis gadacemasa da maT

efeqtian gamoyenebaSi. ufro konkretulad, pui-s, mimRe-

bi qveynis teqnologiuri procesi SeuZlia uzrunvelyos

sami mimarTulebiT:

152

ucxouri da erovnuli seqtoris ZiriTadi

ekonomikuri parametrebi21

cxrili 1

we

li

uc

xo

ur

se

qt

or

Si

da

-

sa

qm

eb

ul

Ta

wi

li

uc

xo

ur

i s

eq

to

ri

s g

a-

mo

Sv

eb

is

wi

li

ga

mo

S-

ve

bi

s s

ae

rT

o m

oc

ul

o-

ba

Si

Sr

om

is

Se

fa

rd

eb

iT

i

mw

ar

mo

eb

lu

ro

ba

ek

o-

no

mi

ki

s u

cx

ou

r s

eq

-

to

rS

i

Sr

om

is

Se

fa

rd

eb

iT

i

mw

ar

mo

eb

lu

ro

ba

ek

o-

no

mi

ki

s e

ro

vn

ul

se

q-

to

rS

i

Sr

om

is

mw

ar

mo

eb

lu

-

ro

bi

s T

an

af

ar

do

ba

ek

on

om

ik

is

uc

xo

ur

da

er

ov

nu

l s

eq

to

rS

i

ganviTarebuli

qveynebi

holandia 1985 15.2 38.6 253.9 72.4 3.51

1994 19.1 46.5 243.5 66.1 3.68

aSS 1985 7.0 8.2 117.1 98.7 1.19

1996 10.8 15.5 143.5 94.7 1.52

safrangeTi 1987 16.8 20.1 119.6 96.0 1.25

1992 16.9 17.3 102.4 99.5 1.03

didi britaneTi 1985 13.7 18..0 131.4 95.0 1.38

1992 18.2 23.6 129.7 93.4 1.70

iaponia 1995 1..2 2.5 208.3 98.7 1.21

ganviTarebadi

qveynebi

honkongi 1985 10.2 20.1 197.1 89.0 2.21

1994 16.0 16.0 223.1 76.5 2.91.

malaiazia 1985 29.8 29.8 114.1 94.0 1.21

1994 43.7 43.7 120.4 84.2 1.43

TurqeTi 1986 1.5 1.5 453.3 94.6 4.79

1990 3.2 3.2 262.5 94.6 2.77

singapuri 1980 .52.0 52.0 129.6 67.9 1.99

1. axali teqnologiebis danergva, romelic moce-

mul etapamde ar iyo gamoyenebuli erovnul ekonomikaSi

da, maSasadame, aqvs SesaZlebloba axali saqonlis warmoe-

bisa da moxmarebisaTvis Seqmnas pirobebi;

21 World Investment Report 1999. Foreign Direct Investment and Challenge of Development. N.Y. 1999. pp. 406-409.

153

2. teqnologiuri komponentebi, axali Cvevebis for-

mireba an ganviTareba, romelic aucilebelia mocemuli

teqnologiebis gamoyenebisaTvis;

3. axali ideebi, romelzec damokidebulia samamulo

inovaciuri saqmianoba, axali ideebis gamoCena afarToebs

da astimulirebs inovaciur saqmianobas erovnul doneze.

yvela es Tezisi sakmaod damajerebelia da maT WeSma-

ritebaSi TiTqmis eWvi aravis ar epareba. Tumca saxelmwi-

fo regulirebis politikis SemuSavebisas, didi mniSvne-

loba eniWeba warmoebaSi mimdinare difuziuri procesebis

masStabisa da siCqaris gansazRvras. teqnologiebis gada-

tana industriulad ganviTarebuli qveynebidan da misi

adaptacia SeiZleba ganviTarebis sawyisi etapis intere-

sebs pasuxobdes, magram ganviTarebis ufro maRal etapze,

simZimis centrma unda gadainacvlos erovnul sakvlev-sa-

konstruqtoro bazaze, rac samecniero-teqnikuri prog-

resis aqtiur fazaze gadasvlis aucilebeli winapirobaa,

miT umetes, rom aucilebeli ar aris inovaciuri proeqte-

bi Seiqmnas sabaziso qveyanaSi, rogorc es iyo adre, rode-

sac isini iqmneboda ZiriTad kompaniebSi da Semdgom gadae-

cemoda sazRvargareTul filialebs. kvleviTi centrebi

tnk-is mier iqmneba mraval qveyanaSi, sadac amisaTvis akva-

lificiuri kadrebi da aucilebeli winapirobaa.

ucxour resursebTan erTad, ucxouri kompaniebi

aqtiurad iyeneben mimRebi qveynis SromiT resursebs. sa-

qarTveloSi, sadac arasruli dasaqmeba da maRali umu-

Sevrobis done qronikuli problemaa, umuSevrobis daZ-

levis mcdeloba iseTi meqanizmebiT, rogoricaa saxel-

mwifo seqtorSi samuSao adgilebis Seqmna, iSviaTad aR-

moCndeba Sedegiani. pui ki, qmnis samuSao adgilebs da aqvs

SesaZlebloba konstruqciuli wvlili Seitanos sakadro

resursebis ganviTarebaSi, adgilobrivi personalis ga-

damzadebasa da profesiuli codnis gadacemis saSuale-

biT, romelic ar arsebobs, an aris deficiti mimReb ganvi-

Tarebad qveyanaSi.

154

gansakuTrebul mniSvnelovania ucxouri seqtoris

sagareo ekonomikur aqtiuroba. ucxour investiciebs

Tan axlavs mimRebi qveynidan, mezobeli qveynebis bazarze

an Tavad im qveynis bazarze, sadac mdebareobs tnk-is mTa-

vari ofisi, eqsportis zrda. eqsporti uzrunvelyofs

mtkice valutas, rac sasicocxlod mniSvnelovania

mdgradi ekonomikuri ganviTarebisaTvis. mtkice valuta

aucilebelia sagareo valebis dafarvisaTvis, importu-

li saqonlis Sesyidvisa da Siga investirebis dafinanse-

bisaTvis. ra Tqma unda, eqsportidan miRebuli ucxouri

valutis gamoyenebis survili am qveynebs aiZulebs Seam-

ciros savaWro SezRudvebi, rac ganapirobebs maT integ-

racias msoflio ekonomikaSi. aranakleb mniSvnelovania

is, rom ucxouri investiciebi exmareba qveynebs gaafar-

Toon TavianTi eqsportis nomeklatura. axali saeqspor-

to produqciis xarisxobrivi zrda, romelsac ewodeba

aratradiciuli eqsportis produqcia, gansakuTrebiT

mniSvnelovania ganviTarebadi qveynebisaTvis, romlebic

tradiciulad axdenen nedleulis eqsportirebas. saeq-

sporto produqciis nomeklaturis gafarToeba zrdis

qveynis daculobas, sanedleulo saqonelze fasebis da-

cemis damangreveli zemoqmedebisagan. rogorc cxrili-

dan 1 Cans, ,,eqsportevadi~ ucxouri seqtori yvela qvey-

nis ekonomikaSi gansakuTrebulad maRalia. samuSao Zalis

SedarebiT mokrZalebuli masStabiT Cabmisas. sawarmoebi,

ucxouri kapitalis monawileobiT, uzrunvelyofen er-

Toblivi erovnuli eqsportis mniSvnelovan wils.

5.5. pirdapiri ucxouri investiciebisa da

saerTaSoriso vaWrobis urTierTkavSiri

pui-s tradiciulad ganixilaven, rogorc vaWrobis

Semcvlels, an mis alternativas. Sesabamisad, aqtualu-

ria sakiTxi, pui-sa da vaWrobas Soris urTierTkavSiris

155

Sesaxeb. cxadia, rom pui da saerTaSoriso vaWroba udi-

des gavlenas axdenen ekonomikis mdgomareobaze, ganviTa-

rebasa da zrdaze. ueWvelia, maTi ganuwyveteli urTier-

TkavSiri, rac vlindeba ramdenime aspeqtiT.

1. sagareo vaWrobis rols, rogorc ekonomikuri

zrdis faqtors, yovelTvis aRiarebdnen, rac gamoixate-

boda ama Tu im sagareo savaWro politikis gatarebaSi.

pui, romelic aris sagareo bazrebze saqonlis da momsa-

xurebis ZiriTadi instrumenti da saerTaSoriso warmoe-

bis sistemis RerZi, zemoqmedebas axdens msoflio vaWro-

bis masStabebze, struqturasa da mimarTulebaze.

2. ekonomikuri ganviTarebis procesebze pui-is po-

zitiur rols sul ufro meti qveyana aRiarebs, rac gamo-

ixateba pui-is mimarT maT mier gatarebuli politikiT,

amasTan, pui-is struqturaze, masStabebsa da mimarTule-

baze moqmedebs sagareo vaWroba da sagareo savaWro po-

litika;

3. ekonomikur ganviTarebaSi sagareo vaWrobisa da

ucxouri investiciebis rolis maqsimizebisaTvis, auci-

lebelia uzrunvelvyoT maTi sinergia, e.i. gamoviyenoT

isini, rogorc erTi mTliani.

calke aRebuli saqonlis mixedviT, pui-sa da vaWro-

bas Soris urTierTkavSiri gamovlindeba internaciona-

lizaciis mudmiv da Tanmimdevrul procesSi, Tumca im-

pulsi SeiZleba momdinareobdes, rogorc pui-idan vaW-

robisaken, aseve piriqiT. samrewvelo sawarmoebis sfero-

Si firmebi Cveulebriv iwyeben warmoebasa da realizaci-

as Siga bazarze. internacionalizaciisaken gadadgmuli

pirveli nabiji ki aris saqonlis eqsporti, sazRvargareT

gamsaRebeli filialebis gaxsna, licenzireba da ucxoel

partniorebTan saxelSekrulebo urTierTobebis sxva-

dasxva forma. Semdeg etapze ki SesaZlebelia pui-s saz-

RvargareT ganTavseba. es ganpirobebulia imiT, rom vaW-

roba dakavSirebulia SedarebiT nakleb riskTan, vidre

pui-is ganTavseba. sazRvargareTuli bazrebis konsoli-

156

daciasTan erTad, pui-s ganxorcieleba SesaZlebelia sa-

surveli varianti iyos. Tavdapirvelad damxmare sfero-

ebSi (savaWro momsaxureba, Senaxva, remonti, gayidvebis

Semdgomi momsaxureba), Semdeg ki xdeba produqciis war-

moebis srulmasStabiani gafarToeba. amgvarad, tnk-is

pui-s bazarze SeRwevis strategia viTardeba vaWrobidan

(eqsport-importi) pui-mde (ix. nax. 2) da iZens Semdeg

formebs: ucxouri filialebis gamoyeneba, investireba

nulidan, strategiuli aliansebis damyareba, STanTqma

da Serwyma da erToblivi sawarmoebis Seqmna. transnacio-

nalurobis Tanmimdevruli ganviTarebis gaTvaliswine-

biT, Cveulebriv iTvleba, rom pui am sferoSi aris saga-

reo vaWrobis pirdapiri Semcvleli. am mosazrebis sasar-

geblod, damatebiT arguments iZleva ,,produqciis sasi-

cocxlo ciklis Teoria~, romlis Tanaxmad pui xorciel-

deba mxolod maSin, rodesac tradiciul sasaqonlo eq-

sports mwarmoebeli firmasaTvis ar moaqvs sakmarisi mo-

geba, xolo am mdgomareobidan gamosavali SeiZleba iyos

sazRvargareT warmoebis organizacia. es aris tnk-is Ca-

moyalibebis SedarebiT tipuri magaliTi, rodesac domi-

nirebad faqtorad gamodis gasaRebis bazris povna. SesaZ-

lebelia sxva SemTxvevis arsebobac, roca firmebi saz-

RvargareTis qveynebSi eZeben SedarebiT iaf ekonomikur

resursebs, kerZod samuSao Zalas, danaxarjebis Semcire-

bis da efeqtianobis gazrdisaTvis. Sesabamisad, maTi

transnacionalizaciis sawyisi wertili SeiZleba iyos in-

vesticiebis ganxorcieleba sxva qveynebSi, rac SemdgomSi

axdens savaWro nakadebis formirebas.

eqsportze orientirebuli investiciebis ganTavse-

bis SemTxvevaSi, roca savaWro da sainvesticio barierebi

moxsnilia, amgvar kapitaldabandebaTa mniSvneloba ufro

da ufro izrdeba im investiciebTan SedarebiT, rac emsa-

xureba mimRebi qveynis Siga bazrebs. swored, rom msgavsi

qmedebebi zrdis vaWrobaze pui-is pozitiuri zemoqmede-

bis albaTobas. farTo masStabiT integrirebuli saerTa-

157

Soriso warmoebis gafarToebasTan erTad, savaWro da sa-

investicio saqmianoba ufro mWidrod ixlarTeba erTma-

neTSi da mniSvnelovanwilad ganisazRvreba im firmebis ga-

dawyvetilebiT, romlebic warmoebis ganTavsebisas iTva-

liswineben ekonomikur-geografiul upiratesobebs.

ganviTarebad qveynebSi, tnk-is SeRwevis miznebidan ga-

momdinare, mTlianobaSi SeiZleba gamovyoT pui-is sxvadas-

xva tipi: 1. bunebriv resursebze orientirebuli investi-

ciebi; 2. bazris aTvisebaze orientirebuli investiciebi; 3.

efeqtianobis amaRlebaze orientirebuli investiciebi; 4.

strategiul aqtivebze orientirebuli investiciebi.

naxazi 2

tnk-is internacionalizaciis stadiebi

158


1. gansazRvreT kapitalis saerTSoriso moZraobis for-

mebi;

2. axseniT pui-isa da portfelur investiciebs Soris

gansxvaveba;

3. moiyvaneT tnk-is ganmarteba;

4. CamoayalibeT tnk-ebis sagareo bazrebze SeRwevis

formebi;

5. ra Teoriebis safuZvelze SesaZlebelia avxsnaT pui-

is ganxorcieleba;

6. moiyvaneT pui-is ekonomikuri efeqtianobis grafiku-

li ilustracia;

7. CamoTvaleT faqtorebi, romelic xsnis pui-is dade-

biT gavlenas mimRebi qveynis ekonomikaze;

8. axseniT pui-sa da saerTaSoriso vaWrobis urTier-

TkavSiri.

literatura:

1. Гриффин Р., Пастей М., Международный бизнес. 4-е изд. /

Пер. с англ. под ред. А. Г. Медведева. – СПб.: Питер, 2006.

– 1088 с;

2. Мировая экономика и международный бизнес, учебник:

кол. авторов ; под общ. ред. д-ра экон. наук, проф. В.В.

Полякова и д-ра экон. наук, проф. Р.К. Щенина. – 5-е изд.,

стер. – М. : КНОРУС, 2008. – 688 с;

3. Alan M. Rugman, Thomas L. Brewer. The Oxford Handbook of International Business;

4. B. Cullen, K. Praveen, Parboteeah. International business: strategy and the multinational company;

5. TNC&Export Competitivness. World Investment Report. United Nations Conference on Trade and Development. Geneva. 2002;

159

6. World Investment Report 1999. Foreign Direct Investment and Challenge of Development. N.Y. 1999. pp. 406-409;

7. FDI from Developing and Transition Economies: Implications for Development. United Nations Conference on Trade and Development. Geneva. 2006.

160

Tavi VI

saerTaSoriso ekonomikuri

TanamSromloba da saerTaSoriso

biznesi


1. saerTaSoriso organizaciebis tipologia;

2. garTianebuli erebis organizacia (gaero);

3. ekonomikuri TanamSromlobisa da ganviTarebis or-

ganizacia;

4. vaWrobis msoflio organizacia;

5. didi rviani;

6. navTobis eqsportiori qveynebis organizacia;

7. integraciuli dajgufebebi evropaSi;

8. ekonomikuri integraciuli gaerTianebebi amerikaSi;

9. ekonomikuri entegraciuli gaerTianebebi aziaSi;

10. ekonomikuri integraciuli gaerTianebebis Camoya-

libebis perspeqtivebi afrikaSi.

6.1. saerTaSoriso organizaciebis tipologia

nebismieri qveynis mTavroba pasuxismgebelia erov-

nuli politikuri, ekonomikuri, samarTlebrivi, moneta-

ruli da sxva garemos stabilizaciaze, rac gavlenas ax-

dens adgilobriv biznesze. Tumca, rodesac biznesi kveTs

sazRvrebs da saerTaSoriso biznesis saxes iRebs, masac

garkveulwilad sWirdeba stabiluri garemo da progno-

zirebadoba. am saWiroebebis uzrunvelsayofad saxelmwi-

foTaSorisi TanamSromlobis SeTanxmebebis safuZvelze

mravalferovani saerTaSoriso politikuri, ekonomiku-

ri da samxedro institutebi Camoyalibda. saerTaSoriso

organizaciebis Sesaxeb codna aucilebelia ramdenime mi-

zezis gamo: pirveli, isini mowodebulni arian, izrunon

erebs Soris mSvidobisa da stabiluri urTierTobebis

161

uzrunvelyofaze, rac saerTaSoriso biznesis ganviTare-

bis mTavari pirobaa; meore, isini floben Rirebul in-

formacias bazris pirobebis, demografiis, resursebis,

qveynebs Soris vaWrobis Sesaxeb; mesame, maT SeuZliaT ma-

regulirebeli funqciebis Sesruleba.

sakiTxis sirTule rom warmovidginoT, SegviZlia

moviyvanoT aSS-is da CineTis magaliTi, romelTac sru-

liad gansxvavebuli politikuri wyoba da Rirebulebebi

aqvT, magram TanamSromloben mravali saerTaSoriso or-

ganizaciis farglebSi.

saerTaSoriso organizaciebi sainteresoa SemoTa-

vazebuli sakariero SesaZleblobebiTac.

saerTaSoriso organizacebis nawili orientirebu-

lia politikur sakiTxebze (magaliTad, gaero, NATO), me-

ore nawili ki ekonomikuri TanamSromlobis problemebze

muSaobs (WTO, NAFTA, OPEC da sxva), Tumca zogi (maga-

liTad, evrokavSiri) orive mimarTulebiT saqmianobs.

saerTaSoriso organizacia saerTaSoriso Tanam-

Sromlobis organizaciul formas warmoadgens. saerTa-

Soriso organizaciebis sistema 4000-ze meti saerTaSori-

so organizaciisgan Sedgeba, romelTgan 300 mTavrobaTa-

Sorisi organizaciaa. saerTaSoriso organizaciebis

farglebSi saqmianobis koordinaciis mizniT iqmneba er-

Toblivi organoebi, sakoordinacio komitetebi da sxva.

saerTaSoriso organizaciaSi sxvadasxva qveynebis war-

momdgenlebi erTianebian. am sistemis centrSi gaerTiane-

buli erebis organizacia (gaero) moiazreba.

saerTaSoriso organizaciebis klasifikacia damo-

kidebulia sxvadasxva kriteriumze:

• iuridiuli Sinaarsis mixedviT saerTaSoriso

organizacia aris saxelmwifoTaSorisi (mTavroba-

TaSorisi) da arasamTavrobo. saerTaSoriso mTav-

robaTaSorisi organizacia saxelmwifoTa gaerTi-

anebaa, romelic Camoyalibebulia xelSekrulebis

safuZvelze erTiani miznis misaRwevad. misi dama-

162

xasiaTebeli niSnebia: gansazRvruli miznis, da-

fuZnebis dokumentis da mudmivi wevrebis arseboba.

isini moqmedeben wevri-qveynebis interesebis gaT-

valiswinebiT, maTi suverenitetis dacviT da gvev-

linebian saerTaSoriso samarTlis subieqtebad.

arasamTavrobo saerTaSoriso organizacia

iqmneba fizikuri an iuridiuli pirebis gaerTiane-

bis safuZvelze, romlebic erTiandebian asociaci-

ebis, federaciebis saxiT wevrebis konkretuli

miznebis misaRwevad;

• geografiuli niSnis mixedviT arsebobs universa-

luri da regionuli saerTaSoriso organizaciebi;

• kompetenciis mixedviT saerTaSoriso organiza-

ciebi aris zogadi da specialuri. zogadi kompe-

tenciis organizaciebis saqmianoba moicavs wevr-

qveynebs Soris urTierTobebis yvela sferos, xo-

lo specialuri kompetenciis organizaciaSi xor-

cieleba TanamSromloba erT sferoSi;

• uflebebis ganvrcobis mixedviT arsebobs saer-

TaSoriso da zeerovnuli organizaciebi. pirvel

jgufSi yvela saerTaSoriso organizacia moiaz-

reba, xolo meoreSi integraciis ganxorcielebis

Sedegad warmoSobili organizaciebi. maTi gadaw-

yvetilebebi vrceldeba regionis wevr iuridiul

da fizikur pirebze;

• gawevrianebis pirobebis mixedviT saerTaSoriso

organizaciebi aris Ria da daxuruli. Ria saerTa-

Soriso organizaciaSi gawevrianeba Tavisufalia,

daxurulSi ki miReba warmoebs pirveli damfuZneb-

lebis mowvevis safuZvelze.

saerTaSoriso organizaciebis Camoyalibeba emyare-

ba saxelmwifoTa SeTanxmebul nebayoflobas, romelic

fiqsirdeba saerTaSoriso SeTanxmebaSi, an ukve arsebuli

saerTaSoriso organizaciis gadawyvetilebaSi.

163

saerTaSoriso biznesis mravalmxrivi regulirebis

aucilebloba II msoflio omis Semdgom periodSi ganpiro-

bebuli iyo Semdegi garemoebebiT:

- msoflio ekonomikis globalizaciiT;

- sainvesticio nakadebis zrdiT da tnk-ebis saqmia-

nobis gaZlierebiT;

- saqonlisa da momsaxurebis nakadebis zrdiT;

- erovnuli kanonmdeblobebis SeuTavseblobiT;

- savaluto-safinanso stabilurobis aucileblo-

biT;

- dargTaSorisi ekonomikuri TanamSromlobis ko-

ordinaciiT;

- qveynebs Soris socialur-ekonomikuri ganviTa-

rebis gansxvavebuli doneebis arsebobiT.

Tanamedrove pirobebSi msoflio ekonomika gvevli-

neba erTian organizmad, samecniero-teqnikurma revolu-

ciam zogierTi erovnuli da regionuli problema globa-

lur problemad gadaaqcia, Seicvala ekonomikuri agen-

tebis Semadgenloba, razec gansakuTrebuli gavlena iqo-

nies umsxvilesma tnk-ebma. tnk-ebis ganviTarebas xeli Se-

uwyo pui-is nakadebis gaZlierebam, rac internacionali-

zaciis Sedegia.

saerTaSoriso savaluto-safinanso urTierToebe-

bis ganviTarebam msoflio safinanso bazari gadaaqcia

centralur struqturad, romelic gansazRvravs ara

marto qveynebis, aramed regionebis ekonomikur da finan-

sur mdgomareobas. saerTaSoriso da regionul doneebze

dafinansebis sistemis ganviTarebam ganapiroba saerTa-

Soriso davalianebis zrda.

ekonomikisa da biznesis mdgradi ganviTarebis prob-

lemam gaaqtiura bunebaTsargeblobis sakiTxebi, rac sa-

erTaSoriso da regionuli ekonomikuri organizaciebis

saqmianobis mTavar mimarTulebad iqca.

transportisa da kavSiris, satelekomunikacio da

sainformacio saSualebebis ganviTarebam ganapiroba sa-

164

xelmwifoTa urTierTdamokidebulebis zrda, saerTaSo-

riso biznesis ganviTareba, sagareo komerciuli opera-

ciebis, saerTaSoriso angariSsworebis da tvirTebis sa-

erTaSoriso gadazidvis zrda. CamoTvlili procesebis

regulireba ki, Tavis mxriv, moiTxovs saerTaSoriso or-

ganizaciebis mxridan damatebiT Zalisxmevas.

Tanamedrove etapze saerTaSoriso ekonomikuri re-

gulirebis ZiriTadi amocanebia:

• msoflio ekonomikis da savaluto-safinanso

sferos stabiluri ganviTarebis uzrunvelyo-

fa;

• qveynebs Soris sxvadasxva formiT ekonomikuri

TanamSromlobis ganviTareba;

• qveynebs da dajgufebebs Soris savaWro-ekono-

mikur urTierTobebSi diskriminaciis aRmof-

xvra;

• kerZo mewarmeobis ganviTarebaze zemoqmedeba;

• msoflio bazris da konkretuli qveynis krizi-

sidan Tavis daRweva;

• saxelmwifoTa makroekonomikuri politikis Se-

Tanxmeba da koordinacia, rac ganpirobebulia

regionuli ekonomikuri integraciis obieqtu-

ri tendenciiT.

ganvixiloT ZiriTadi saerTaSoriso ekonomikuri

organizaciebis saqmianobis mimarTulebebi22:

6.2. gaerTianebuli erebis organizacia (gaero)

gaero dafuZnda 1945 wels san-franciskos konfe-

renciaze. misi Stab-bina niu-iorkSi mdebareobs. gaeros

wesdeba mniSvnelovania rogorc konstituciuri doku-

22 SeniSvna:saerTaSoriso safinanso organizaciebis Sesaxeb ix. Tavi V

(saerTaSoriso biznesis finansuri garemo).

165

menti, romelic aregulirebs saerTaSoriso organizaci-

is saqmianobas, aseve, warmoadgens saxelmwifoTa koleq-

tiuri usafrTxoebis fundaments samxedro, ekonomikur,

ekologiur, politikur, humanitarul da sxva sferoebSi.

amJamad gaeros wevria 191 qveyana.

gaeros oficialuri miznebia:

• mSvidobisa da usafrTxoebis mxardaWera saerTa-

Soriso doneze koleqtiuri Zalebis gamoyenebiT

da konfliqtebis mSvidobiani gadawyvetis gziT;

• qveynebs Soris megobruli urTierTobebis ganvi-

Tareba erebis Tanasworobis da TviTgamorkvevis

principis safuZvelze;

• saerTaSoriso TanamSromlobis ganxorcieleba

saerTaSoriso ekonomikuri, socialuri, kultu-

ruli da humanitaruli xasiaTis problemebis ga-

dasawyvetad adamianTa uflebebis da Tavisuf-

lebis dacvis pativiscemis safuZvelze.

gaeros principebia:

- misi wevrebis suverenuli Tanasworoba;

- wesdebis mixedviT nakisri valdebulebebis ke-

Tilsindisierad Sesruleba;

- mSvidobiani saSualebebiT saerTaSoriso dave-

bis gadawyveta;

- saxelmwifoTa mier Zalismieri meTodebis gamo-

yenebisgan TavSekaveba;

- aRniSnuli principebis Sesabamisad organizaci-

is wevrebisTvis daxmarebis gaweva.

gaeros sistema Sedgeba mTavari, damxmare, speciali-

zebuli organizaciebisagan, aseve, gaeros sistemaSi Sema-

vali avtonomiuri dawesebulebebisagan.

gaeros mTavari organoebia: generaluri asam-

blea(ga); uSiSroebis sabWo(us); ekonomikuri da socia-

luri sabWo(ess); saerTaSoriso sasamarTlo; opekis

sabWo da samdivno. damxmare organoebi wesdebis Sesaba-

misad fuZndeba. gaeros sistema moicavs programebs, sab-

166

Woebs da komisiebs, romelTac dakisrebuli funqciebi

aqvT.

gaeros wesdebis mixedviT, organizaciis saqmianobis

erT-erTi mTavari sferoa saerTaSoriso ekonomikuri xa-

siaTis problemebis gadawyveta mravalmxrivi TanamSrom-

lobis farglebSi. am problemaTa ricxvSia:

-Tanamedroveobis globaluri ekonomikuri prob-

lemebi;

-ganviTarebis miznisTvis mxardaWera;

-ganviTarebadi da gardamavali ekonomikis qveynebis

ekonomikuri ganviTarebaze zemoqmedeba;

-garemos dacvis problemebi;

-gansakuTrebul situaciebSi humanitaruli daxma-

rebis gaweva.

globalur ekonomikur problemebSi Sedis makroe-

konomikuri, mosaxleobis, statistikis, mecnierebisa da

teqnikis, saxelmwifo marTvisa da finansebis problemebi.

msoflio sazogadoebriobis mier prioritetul mimar-

Tulebad damkvidrda mdgradi ganviTarebis miRwevis sa-

kiTxi, maT Soris ekonomikuri, garemosdacviTi da socia-

luri mimarTulebebiT.

gaeros mier yovelwliurad 4-5 mlrd aSS dolari

ixarjeba uRaribesi qveynebis daxmarebis programebze.

mimdinareobs muSaoba gardamavali qveynebis ekonomiku-

ri ganviTarebis mxardasaWerad.

generaluri asamblea23 (General Assembly-GA) gaeros

mTavari organoa. masSi Sedian gaeros yvela wevri qveynis

warmomadgenlebi. generaluri asamblea valdebulia ga-

nixilos gaeros wesdebis mixedviT am sistemaSi Semavali

organizaciebis ufleba-movaleobebis sakiTxebi. misi ga-

dawyvetilebebis Sesruleba iuridiulad savaldebulo

ar aris, Tumca mniSvnelovan rols asrulebs, radgan ga-

moxatavs msoflio sazogadoebriobis azrs. GA gansaz-

23 ix. http://www.un.org

167

Rvravs gaeros politikas, programas, amtkicebs biujets,

iwvevs da atarebs konferenciebs, axorcielebs sxvadas-

xva RonisZiebebs.

gaeros wesdebis mixedviT, ga axorcielebs kvleve-

bis organizebas da rekomendaciebs waradgens saerTaSo-

riso TanamSromlobaze zemoqmedebis mizniT.

GA mniSvnelovan rols asrulebs saerTaSoriso do-

kumentebis SemuSavebaSi. Tavdapirvelad miiReba dekla-

racia sakiTxTan dakavSirebiT, Semdeg, deklarciis sa-

fuZvelze SemuSavdeba saerTaSoriso SeTanxmebebi da

konvenciebi.

GA -is mier dRemde miRebulia 10 000 rezolucia sa-

erTaSoriso samarTlis sferoSi.

GA -is stuqturaSi ekonomikur sakiTxebze muSaobs

ekonomikuri da safinanso sakiTxebis komiteti

(Economic and Financial Committee), gaeros komisia saerTa-

Soriso savaWro samarTlis sakiTxebze (UN Commission on International Trade Low), saerTaSoriso samarTlis ko-

misia (International Low Commission), sainvesticio komite-

ti (Investment Committee). ekonomikuri da socialuri sabWo (Economic and

Social Council-ESC) gaeros erT-erTi mTavari organoa. GA

-sTan erTad igi pauxismgebelia gaeros funqciebis Ses-

rulebaze, romelic saerTaSoriso ekonomikuri Tanam-

Sromlobis sakiTxebsac moicavs. ESC-Si gaeroს 54 wevria,

romelTac generaluri asamblea irCevs. maT Soris _ 11

aziis, 6 aRmosavleT evropis, 10 laTinuri amerikis da ka-

ribis zRvis auzis, 13 dasavleT evropis qveynebidan da

aSS-dan. ESC ar aris mudmivmoqmedi organo. igi sesias

marTavs weliwadSi orjer. ESC koordinacias uwevs gae-

ros sistemis ekonomikur da socialur specializebul

organizaciebs da amave sistemis sxva institutebis saqmi-

anobas. mis mier miRebul gadawyvetilebebs sarekomenda-

cio xasiaTi aqvs.

168

ESC -is funqciebia:

• saerTaSoriso ekonomikur da socialur, kultu-

ris, ganaTlebis da jandacvis sferoebSi kvleve-

bis Catareba da angariSebis momzadeba;

• GA-s mier SemuSavebuli erTiani ekonomikuri da

socialuri strategiis da politikis ganxorcie-

lebis Sefaseba da kontroli;

• gaeros konferenciebze momzadebuli da

GA/ESC-s mier damtkicebuli direqtiuli gadaw-

yvetilebebis operatiuli ganxorcieleba;

• gaeros sistemis ekonomikur da socialur sfe-

roebSi moqmedi organizaciebis koordinacia;

• gaeros sistemis farglebSi operatiuli saqmia-

nobis sferoSi mravalmxrivi politikis gatareba.

ESC-is sistemaSi Seqmnilia komisiebi, komitetebi da

specialuri jgufebi, romlebic muSaoben socialuri gan-

viTarebis, mecnierebisa da teqnikis, mdgradi ganviTare-

bis mxardaWeris, statistikis da tek-bis sakiTxebze. aseTi

struqturebia: dabegvris sakiTxebze saerTaSoriso Ta-

namSromlobis eqspertTa specializebuli jgufi; saSiSi

tvirTebis transportirebis komiteti; ekonomikuri, so-

cialuri da kulturis samarTlis komiteti; erovnuli

resursebis komiteti; ganviTarebis mizniT axali da ener-

giis aRdgenadi wyaroebiT sargeblobis komiteti; saxel-

mwifo mmarTvelobis da finansebis eqspertTa Sexvedra.

ESC—is farglebSi Seqmnilia tek-ebis komisia, rome-

lic xels uwyobs tek-ebs Soris efeqtiani saerTaSoriso

xelSekrulebebis gaformebas.

uSiSroebis sabWo gaeros politikis ZiriTadi gan-

msazRvreli organoa, romelic 15 wevrisgan Sedgeba. aqe-

dan 10 ucvleli wevri airCeva ori wlis vadiT, 5 cvaleba-

di wevridan TiTo afrikis, aziis, aRmosavleT evropis da

ori laTinuri amerikis qveynebidanaa. uSiSroebis sabWos

mSvidobismyofelebi ganTavsebulni arian msoflios mra-

169

val konfliqtur regionSi (sudani, liberia, haiti, pakis-

tani, kviprosi da a.S.). uSiSroebis sabWos dakisrebuli

aqvs mTavari pasuxismgebloba saerTaSoriso mSvidobisa

da usafrTxoebis SenarCunebaze.

samdivno axorcielebs organizaciis yoveldRiur

saqmianobas da misi proeqtebis administrirebas. samdiv-

nos xelmZRvanelobs generaluri mdivani.

msoflios 170 qveynis 8 600 adamiani dasaqmebulia

gaeros samdivnos StatSi. mTlianad gaeroSi da masTan

dakavSirebul organizaciebSi 52 000 adamiani muSaobs.

gaero did saerTaSoriso samuSaos asrulebs mTel

msoflioSi biznesgarigebebis xelSewyobisTvis. amis na-

Tel magaliTs warmoadgens saerTaSoriso satelekomuni-

kacio kavSiri, romelic exmareba mTavrobebs da kerZo

seqtors globaluri satelekomunikacio qselebis momsa-

xurebis uzrunvelyofaSi.

6.3. ekonomikuri TanamSromlobisa da

ganviTarebis organizacia24

(Organization for Economic Cooperation and Development – OECD) Seiqmna 1961 wels wevri saxelmwifoebis mier misi

dafuZnebis konvenciis ratifikaciis safuZvelze. mas

xSirad ,,mdidarTa klubs~ uwodeben. igi gvevlineba 1948

wels Seqmnili evropis ekonomikuri TanamSromlobis or-

ganizaciis samarTalmemkvidred. misi wevria 30 indus-

triulad ganviTarebuli qveyana. mis muSaobaSi monawile-

oben evrokomisia, evropis Tavisufali vaWrobis asocia-

cia, evratomi da qvanaxSirisa da foladis evropuli ga-

erTianeba.

OECD—is oficialuri miznebia:

24 ix. http://www.oecd.org

170

• mdgrad ekonomikur da socialur ganviTarebaze

zemoqmedeba. wevri qveynebis savaWro da saerTo-

ekonomikuri politikis koordinaciis efeqtiani

meTodebis SemuSaveba;

• mdgradi ekonomikuri zrdis maRali tempis,

cxovrebis maRali donis, dasaqmebis da finansu-

ris stabilizaciis SenarCunebaze zemoqmedeba;

• mravalmxrivi aradiskriminaciuli principis sa-

fuZvelze damyarebuli msoflio vaWrobis ganvi-

Tarebaze zemoqmedeba;

• ganviTarebadi qveynebisaTvis daxmarebis gawevis

stimulireba da koordinacia.

OECD-is mier SemuSavebuli iqna tek-ebis mier gari-

gegebis ganxorcielebis qcevis kodeqsi, tek-ebis safi-

nanso angariSebis da operatiuli informaciis publika-

ciis wesebi.

OECD-is mmarTveli organoa sabWo, romelSic yvela

wevri qveynidan TiTo warmomadgenelia. igi iRebs sareko-

mendacio xasiaTis da, zogjer, savaldebulo gadawyveti-

lebebsac, romelic ar vrceldeba im saxelmwifoze, ro-

melic kenWisyrisas winaaRmdegis poziciazea.

administraciul da operatiul samuSaos asrulebs

samdivno generaluri mdivnis xelmZRvanelobiT.

OECD-is SemadgenlobaSi 20 sxvadasxva specialize-

buli komitetia, romlebic organizaciis ZiriTad samu-

Saoebs asruleben: gansazRvraven wevri-qveynebis saer-

To-ekonomikur politikas; Tvalyurs adevneben qveynebis

ekonomikur da finansur mdgomareobas; amzadeben yovel-

wliur ekonomikur mimoxilvebs OECD-is wevr yvela qve-

yanaze; SeimuSaveben rekomendaciebs saxelmwifoTaSori-

si ekonomikuri procesebis regulirebis sakiTxebze;

axorcieleben sakonsultacio momsaxurebas wevri qvey-

nebis mTavrobebisTvis.

171

1990 wels OECD-is farglebSi Seiqmna gardamavali

ekonomikis qveynebTan TanamSromlobis centri aRmosav-

leT evropis qveynebTan TanamSromlobis koordinaciis

mizniT. aRniSnuli centris meSveobiT saqarTvelo aqti-

urad TanamSromlobs ekonomikuri TanamSromlobisa da

ganviTarebis organizaciasTan.

OECD-m SeimuSava investiciebis Sesaxeb mravalmxri-

vi SeTanxmeba, romelic Riaa arawevri qveynebisaTvis,

Tumca azrTa sxvadasxvaobis gamo xelmouwerelia.

OECD-is oficialuri SeTanxmebebi aqvs mTel rig

saerTaSoriso organizaciebTan: Sromis msoflio orga-

nizaciasTan, vmo-sTan, ssf-sTan. organizaciis fargleb-

Si Seqmnilia ramdenime avtonomiuri organizacia saerTa-

Soriso energetikuli saagento; atomuri energiis saa-

gento; ganaTlebis sferoSi gamokvlevebisa da siaxleebis

danergvis centri; OECD -is ganviTarebis centri.

6.4. vaWrobis msoflio organizacia (WTO)/

tarifebisa da vaWrobis generaluri

SeTanxmeba (GATT)25

GATT (The General Agreement on Tariffs and Trade), rome-

lic 1948 wlis martSi amoqmedda, Tavdapirvelad 23 qve-

yanas aerTianebda. GATT adgenda wesebs saerTaSoriso

vaWrobis samarTlianad warmarTvisaTvis. GATT gaxda er-

TaderTi mravalmxrivi dokumenti, romelic areguli-

rebda saerTaSoriso vaWrobas 1948 wlidan.

wlebis ganmavlobaSi GATT-is teqsti ganicdida

cvlilebas masSi axali dadgenilebebis SetaniT, gansa-

kuTrebiT ki, ganviTarebadi qveynebis savaWro probleme-

25 ix. http://www.wto.org

172

bis mogvarebis mizniT. amasaTan erTad, miRebuli iqna

mTeli rigi damxmare SeTanxmebebi, romlebic detalurad

ganmartaven GATT-is ZiriTad debulebebs. GATT-is arsebobis manZilze Catarda mravalmxriv

savaWro molaparakebaTa rva raundi, romelTa Sedegad

SeTanxmebaTa paketi mniSvnelovnad gafarTovda.

cxrili #1. GATT-იs evolucia

weli

raundis

dasaxeleba

da adgili

ganxiluli

sakiTxebi

mo

na

wi

le

qv

ey

ne

bi

s

ra

od

en

ob

a

1947 Jeneva tarifebi 23

1949 anesi tarifebi 13

1951 torkuei tarifebi 38

1956 Jeneva tarifebi 26

1960-

1961

Jeneva (di-

lonis raun-

di)

tarifebi 26

1964-

1967

Jeneva (kene-

dis raundi)

tarifebi da antidempinguri

zomebi

62

1973-

1979

Jeneva (to-

kios raun-

di)

tarifebi, arasatarifo zome-

bi, ,,CarCo~ SeTanxmebebi

102

1986-

1994

urugvais

raundi

tarifebi, arasatarifo zome-

bi, momsaxureba, inteleqtua-

luri sakuTreba,

davebis gadawyveta, safeiqro

mrewveloba, soflis meurneo-

ba, vmo-is Camoyalibeba da a.S.

123

GATT-is arsebobis pirveli wlebi daeTmo gawevria-

nebis Sesaxeb molaparakebebsa da satarifo ganakveTis

Semcirebas. 1970-iani wlebis Sua periodamde GATT-is mo-

173

laparakebaTa raundebi koncentrirebuli iyo ZiriTadad

tarifebis Semcirebaze.

kenedis raundze (1964-1967) miRweul iqna satarifo

da arasatarifo barierebis Semcirebis gadawyvetileba

rogorc samrewvelo, ise sasoflo-sameurneo produqci-

iT vaWrobaSi.

tokios raundze ganxorcielda seriozuli cvli-

lebebi da damatebebi moqmed SeTanxmebebSi, romlebic mi-

marTuli iyo arasatarifo barierebisa da arasamarTlia-

ni vaWrobis winaaRmdeg. amis Sedegad Camoyalibda mTeli

rigi axali SeTanxmebebi, romlebic ,,tokios raundis Se-

Tanxmebebis~ saxeliT cnobilia da moicaven subsidiebis,

dempingis, samTavrobo Sesyidvebis, vaWrobaSi arsebuli

teqnikuri barierebis, sabaJo Sefasebis, importis licen-

zirebis, samoqalaqo TviTmfrinavebiT, rZisa da xorcis

produqtebiT vaWrobis sakiTxebs. es SeTanxmebebi neba-

yoflobiTi iyo im TvalsazrisiT, rom GATT-is wevrobis

miRwevisaTvis ar iyo savaldebulo maTi miReba. Tumca,

bevrma xelSemkvrelma mxarem es valdebulebebi miiRo.

urugvais raundze Camoyalibda vaWrobis msoflio

organizacia, saerTaSoriso vaWrobis maregulirebeli

samarTlebrivi baziT, Sesabamisad, SeTanxmebaTa umrav-

lesoba savaldebulo gaxda da srulyofilad amoqmedda.

urugvais raundis dros mniSvnelovani Sedegebi iqna miR-

weuli saqonliT vaWrobis maregulirebeli wesebis far-

To speqtrTan dakavSirebiT, maT Soris, mniSvnelovnad

gaZlierda e.w. gamWvirvalobis moTxovna. mTeli rigi da-

matebiTi SeTanxmebebis saSualebiT, ganimarta specifi-

kuri muxlebi adre miRebul valdebulebebSi saimporto

gadasaxadebis da mosakreblebis, saxelmwifo vaWrobis,

sagadasaxdelo balansis, sabaJo kavSirebis da Tavisufa-

li vaWrobis Sesaxeb.

aseve, mniSvnelovani Sedegebi iqna miRweuli davebis

mogvarebis savaldebulo procedurebTan da wevri qvey-

nebis savaWro politikis ganxilvasTan dakavSirebiT.

174

urugvais raundis ZiriTadi Sedegebidan aRsaniSna-

via: valdebulebebi tarifebis Semdgom Semcirebaze, ker-

Zod, urugvais raundis SeTanxmebebi iTvaliswinebdnen

ganviTarebul qveynebSi 6 wlis ganmavlobaSi (dawyebuli

1995 wlidan) importul samrewvelo produqciaze tari-

febis Semcirebas 36%-iT sabazo periodTan SedarebiT,

TiToeul satarifo poziciaSi minimum 15%-iani Semcire-

biT. ganviTarebad qveynebs am mxriv eZlevaT garkveuli

SeRavaTebi (10 wliani periodi, tarifis Semcireba saSua-

lod 24%-iT da a.S.).

vaWrobis msoflio organizacia daarsda 1995 wels.

vmo warmoadgens mravalmxrivi savaWro sistemis samar-

Tlebriv da instituciur safuZvels, aris urugvais ra-

undis 8 wliani (1986-1994 ww.) kompleqsuri da xSirad sa-

davo molaparakebebis Sedegi. amJamad vmo-Si 149 sru-

luflebiani wevria. vmo-is wevri qveynebis wili msoflio

vaWrobaSi 95 %-s aRemateba.

vmo marTavs savaWro SeTanxmebebs, romlebic miRebu-

lia misi wevri qveynebis molaparakebis Sedegad: GATT (ta-

rifebisa da vaWrobis generaluri SeTanxmeba), GATS (mom-

saxurebiT vaWrobis generaluri SeTanxmeba) da TRIPS (in-

teleqtualuri sakuTrebiT vaWrobis generaluri SeTan-

xmeba). es ukanaskneli moicavs iseT sakiTxebs, rogoric

aris saavtoro ufleba, savaWro niSnebi, patentebi, sam-

rewvelo konstruqciebi da savaWro saidumloebebi. GATT-

is formatSi arsebulma saerTaSoriso savaWro SeTanxme-

bam ganicada ramdenime mniSvnelovani cvlileba:

• vaWrobis erovnuli wesebi sul ufro metad mo-

dioda SesabamisobaSi vmo-is farTo normebTan,

principebsa da amocanebTan;

• droTa ganmavlobaSi ganviTarebuli instituci-

uri praqtika mniSvnelovnad ganmtkicda oficia-

luri administraciuli struqturis (organiza-

ciis) daarsebiT;

175

• sxvadasxva cxrilebi, kodeqsebi da SeTanxmebebi,

romlebic daemata 1947 wlis GATT-s, harmonize-

buli iqna vmo-is erTian sistemaSi da misi ganu-

yofeli nawili gaxda;

• mniSvnelovan progress miaRwia saqonelze saim-

porto tarifebis Semcirebam, xolo globaluri

savaWro sistemis masStabebi gafarTovda masSi

iseTi sferoebis CarTviT, rogoricaa momsaxu-

reba, investicia, inteleqtualuri sakuTreba,

davebis mogvareba;

• erovnuli savaWro wesebis gamWvirvaloba aRia-

rebul iqna rogorc samarTliani konkurenciis

ganviTarebis mniSvnelovani aspeqti, romlis uz-

runvelyofisaTvis Zalisxmevas vmo-s farglebSi

gansakuTrebuli yuradReba eniWeba;

• Seiqmna davebis mogvarebis savaldebulo meqa-

nizmi.

vmo aris mTavrobaTaSorisi organizacia. misi wev-

rebi saxelmwifoebi arian. ama Tu im operatiuli gadaw-

yvetilebis mimRebi mTavari organoebia sabWoebi da komi-

tetebi, xolo umaRles organos, romelic principuli

mniSvnelobis gadawyvetilebebs iRebs, warmoadgens wevri

qveynebis ministrTa konferencia.

yvela umniSvnelovanes sakiTxze gadawyvetilebis

miReba xdeba wevri qveynebis ministrTa konferenciaze,

romelic imarTeba yovel or weliwadSi erTxel. konfe-

renciebs Soris vmo-is saqmianobas xelmZRvanelobs gene-

raluri direqtori, romelic airCeva 5 weliwadSi er-

Txel, agreTve, vmo-is generaluri sabWo, romelsac eq-

vemdebareba mravalricxovani sabWoebi da komitetebi. sa-

organizacio saqmianobas uzrunvelyofs vmo-is samdivno,

romelic mdebareobs q. JenevaSi (Sveicaria). generaluri

sabWo moqmedebs iseve, rogorc savaWro politikis mimo-

xilvis, agreTve davebis mogvarebis organo.

176

vmo-s struqtura Camoyalibebulia im SeTanxmebaTa

Sesabamisad, romlebic warmoadgenen wevrqveynebs Soris

mravalmxriv urTierTobaTa samarTlebriv bazas. amJamad

mimdinare e.w. ,,dohas ganviTarebis dRis wesrigis~ mra-

valmxriv molaparakebaTa Casatareblad, mudmivad arse-

buli komitetebis gverdiT Camoyalibebulia ,,savaWro

molaparakebebis komiteti~, romelic xelmZRvanelobs da

Tavs uyris sxvadasxva Tematuri komitetisa da jgufis

muSaobas.

gadawyvetilebis miReba vmo-Si mimdinareobs oTx

doneze:

- umaRles xelisuflebas warmoadgens ministrTa

konferencia;

yoveldRiur samuSaos marTavs:

- generaluri sabWo;

- davebis mogvarebis organo;

- savaWro politikis ganxilvis organo.

vaWrobis yvela mniSvnelovan sferos gaaCnia Tavisi

sabWo:

- saqonliT vaWrobis sabWo;

- momsaxurebiT vaWrobis sabWo;

- inteleqtualuri sakuTrebis vaWrobasTan da-

kavSirebul aspeqtebTan arsebuli sabWo (TRIPS).

TiToeul am sam sabWos gaaCnia damatebiTi komite-

tebi.

arsebobs mTeli rigi Tematuri samuSao jgufebi,

romlebic valdebulni arian warudginon angariSi gene-

ralur sabWos.

vmos-is marTva xorcieldeba monawile qveynebis mi-

er. maTi delegatebi aqtiurad monawileoben vmo-is sxva-

dasxva komitetebisa da sabWoebis sxdomebSi, romelic

tardeba mTeli wlis ganmavlobaSi vmo-is StabdbinaSi, Je-

nevaSi.

177

ministrTa konferencia warmoadgens vmo-is umaR-

les organos. masSi monawileobas iRebs yvela wevri qvey-

nis delegacia da imarTeba yovel or weliwadSi erTxel.

am RonisZiebaze mimoixileba saerTaSoriso vaWrobis

problematika. wevrebs SesaZlebloba eZlevaT ganamtki-

con mxardaWera mravalmxrivi savaWro sistemisadmi. ase-

ve Tanxmdeba momavali dRis wesrigi. ministrTa konfe-

rencias SeuZlia gadawyvitos mravalmxrivi savaWro Se-

Tanxmebebis nebismieri sakiTxi.

vmo-is samdivnos xelmZRvanelobs generaluri di-

reqtori da oTxi moadgile. vmo-is samdivno Sedgeba ram-

denime ganyofilebisgan, romelTagan TiToeuli pasuxis-

mgebelia konkretul sferoebze da exmareba vmo-is Sesa-

bamis organos. TiToeuli ganyofileba da komiteti imyo-

feba generaluri direqtoris oTxi moadgilidan erT-er-

Tis, an uSualod generaluri direqtoris daqvemdebare-

baSi.

amJamad samdivnoSi muSaobs daaxloebiT 500 Tanam-

Sromeli. samdivnos saTaveSi dgas generaluri direqto-

ri, romelic iniSneba ministrTa konferenciis mier ar-

Cevnebis gziT. vmo-is generaluri direqtori amJamad

aris paskal lame.

ministrTa konferenciebs Soris vmo-is yoveldRi-

ur saqmianobas xelmZRvanelobs Semdegi sami organo:

• generaluri sabWo;

• davebis mogvarebis organo da

• savaWro politikis mimoxilvis organo.

faqtobrivad, yvela es organo warmoadgens genera-

lur sabWos, Tumca gvxvdebian sxvadasxva uflebamosile-

biT.

isini regularulad ikribebian yovel or TveSi er-

Txel. generaluri sabWo moqmedebs ministrTa konferen-

ciis saxeliT am konferenciis Sekrebebs Soris periodeb-

Si, igi valdebulia uSualod mas warudginos moxseneba.

178

სქემა #1 ვმოს სტრუქტურა

vaWrobis msoflio organizaciis principebi mdgo-

mareobs SemdegSi:

1. vaWroba unda ganxorcieldes diskriminaciis ga-

reSe;

2. vaWroba unda iyos Tavisufali, savaWro SezRud-

vebis gareSe;

3. vaWroba unda iyos prognozirebadi;

მინისტრთა კონფერენცია

გენერალური საბჭო

გენერალური საბჭო იკრიბება, როგორც: დავების მოგვარების ორგანო

გენერალური საბჭო იკრიბება, როგორც:

სავაჭრო პოლიტიკის

საქონლით ვაჭრობის საბჭო

ინტელექტუალური საკუთრების ვაჭრობასთან

დაკავშირებული საკითხების

მომსახურებით ვაჭრობის საბჭო

ვალდებულებები: -ვაჭრობა და გარემოს დაცვა -ვაჭრობა და განვითარება ნაკლებად განვითარებული ქვეყნების ქვეკომიტეტი -რეგიონალური სავაჭრო შეთანხმებები -საგადამხდელო ბალანსი -ბიუჯეტი, ფინანსები და ადმინისტრირება; სამუშაო შეხვედრები: -გაწევრიანებაზე; სამუშაო ჯგუფები: -ვაჭრობა, ვალი და ფინანსები; -ვაჭრობა და ტექნოლოგიების გადაცემა; -ურთიერთობა ვაჭრობასა და ინვესტიციებს შორის; -ურთიერთზემოქმედება ვაჭრობასა და კონკურენციულ პოლიტიკას შორის; -გამჭვირვალობა სახელმწიფო შესყიდვებში.

ვალდებულებები: -ბაზარზე დაშვება; -სოფლის მეურნეობა; -სანიტარული და ფიტოსანიტარული ზომები; -ტექნიკური ბარიერები ვაჭრობაშჳ; -სუბსიდიები და საკომპენსაციო ზომები; -ანტიდემპინგური ზომები; -საბაჟო შეფასება; -წარმოშობის წესები; -იმპორტის ლიცენზირება; -ვაჭრობასთან დაკავშირებული საინვესტიციო ზომები; -დაცვის მექანიზმები; სამუშაო შეხვედრა: -სახელმწიფო სავაჭრო საწამოები

მრავალმხრივი: ინფორმაციული ტექნოლოგიების შეთანხმებების კომიტეტი

ვალდებულებები: -ვაჭრობა ფინანსური მომსახურების სფეროში; -სპეციფიკური ვალდებულებები; სამუშაო შეხვედრები: -ეროვნული რეგულირება; -GATT-ის წესები; მრავალმხრივი: -სამოქალაქო ავიატექნიკით ვაჭრობის კომიტეტი; -სახელმწიფო შესყიდვების კომიტეტი

დოჰას განვითარების პროგრამა: სავაჭრო მოლაპარაკებების კომიტეტი და მისი ორგანოები: სპეციალური სესიები: მომსახურებით ვაჭრობის საბჭო/ TRIPS-ის საბჭო/ დავების მოგვარების ორგანო/ სოფლის მეურნეობის კომიტეტი და საფეიქრო ნაწარმის ქვეკომიტეტი/ ვაჭრობისა და განვითარების კომიტეტი.

სავაჭრო მოლაპარაკებების

179

4. vaWrobaSi unda iyos konkurencia;

5. vaWroba ufro metad xelsayreli unda iyos nak-

lebad ganviTarebuli qveynebisTvis, romelmac

xeli unda Seuwyos ekonomikur reformebs da

ganviTarebas.

vaWrobis msoflio organizaciis winaSe mravali

problemaa, romelTa Soris aRsaniSnavia: qveynebs Soris

erTiani Tvalsazrisis Sejerebis sirTule, rac dakavSi-

rebulia wevri qveynebis ganviTarebis sxvadasxva dones-

Tan da erovnul interesebTan; regionuli savaWro SeTan-

xmebebi, rogorebicaa evrokavSiri da Crdiloamerikuli

Tavisufali vaWrobis asociacia; vmo–is wesebis Seusru-

lebloba, romlis naTel magaliTs warmoadgens ek-isa da

aSS-s Soris warmoebuli bananis omi; inteleqtualuri sa-

kuTrebiT vaWrobis wesebis sirTule. vmo-s SeTanxmebiT

qveynebi iReben patentebs 20 wliani vadiT, xolo saavto-

ro uflebebs 50-wliani periodiT iseT sferoebSi, rogo-

rebicaa musika, programuli uzrunvelyofa da farmacev-

tiuli nawarmi.

saqarTvelo 2000 wlis 14 ivnisadan vmo-is srulu-

felbiani 137-e wevri qveyana gaxda.

6.5. didi rviani

,,didi rviani~ (1997 wlamde ,,didi Svideuli~ da ru-

seTis gawevrianebis Semdeg gadakeTda ,,did rvianad~). Ca-

moyalibda 1975 wels globaluri safinanso da savaluto

sakiTxebis ganxilvis mizniT dasavleT evropis saxelmwi-

foTa mTavrobis meTaurTa doneze. masSi Sedian didi bri-

taneTi, germania, italia, kanada, aSS, kanada, iaponia da ru-

seTi. mTavrobis meTaurTa Sexvedrebi tardeba yovelwli-

urad, xolo finansTa ministrebis da centraluri banke-

bis xelmZRvanelebis doneze mudmivi jgufebi moqmedeben.

180

6.6. navTobis eqsportiori qveynebis

organizacia (OPEC)26

OPEC saerTaSoriso organizaciaa, romelSic 12 nav-

Tobis eqsportiori qveyanaa. OPEC dafuZnda 1960 wels 14

seqtembers baRdadSi (erayi) 5 wevris mier: irani, erayi,

quveiTi, saudis arabeTi da venesuela. igi daregistrire-

bulia 1962 wels 6 noembers (UN Resolution 6363). nebismieri

qveyana, romelic aris navTobis wminda eqsportiori da

romelsac aqvs wevri qveynebis msgavsi interesebi, SeuZ-

lia gaxdes OPEC-is wevri.

OPEC yvelaze warmatebuli kartelia saerTaSori-

so kartelebs Soris. kerZo Tu saxelmwifo subieqtebisa-

gan Semdgarma vercerTma kartelma ver miaRwia iseT war-

matebas, rogorsac OPEC-ma navTobis msoflio bazarze. OPEC-is ganviTareba Semdegnairad mimdinareobda:

1973 wels ramdenime Tvis manZilze OPEC-is qveyneb-

ma 4-jer gazardes fasi navTobze — barelze 2,59-dan 11,65

aSS dolaramde, ris Sedegad navTobis eqsportiori qvey-

nebi erTbaSad moeqcnen mdidar saxelmwifoTa rigSi. 1973

wlis arabeT-israelis omma daaCqara OPEC-is aRmasvla.

1973-1974 wlebSi ,,sanavTobo Soki~ navTobis msoflio ba-

zarze ZalTa Tanafardobis TandaTanobiTi Secvlis ku-

liminacia iyo navTobis eqsportior saxelmwifoTa sa-

sargeblod. 1974-1978 wlebSi navTobis fasi daeca daax-

loebiT 1/6-iT, magram mainc maRali darCa, vidre 1973

wlamde iyo. Semdeg OPEC-is fasebis zrdis meore talRa

wamovida. es procesi cnobilia rogorc 1979-1980 wlebis

meore ,,sanavTobo Soki~, rodesac iranis revoluciis

kvaldakval da momxmareblebSi panikis zrdis viTarebaSi,

fasebi orjer gaizarda.

26 ix. http://www.opec.com/

181

mniSvnelovania, rom 1960 wlidan 2004 wlamde peri-

odSi gadamuSavebuli navTobproduqtebis moxmareba 5-

jer gaizarda da masSi OPEC-is wevri qveynebis wili mxo-

lod 7,7 procents Seadgenda.

OPEC-is mizania wevr qveynebs Soris koordinirebu-

li politikis ganxorcieleba da gadawyvetilebebis mi-

Rebis sakiTxSi konsensusis Zieba. yoveli wevri qveyana

damoukidebelia navTobis warmoebis mxriv.

OPEC ar akontrolebs navTobis bazars. OPEC-is

qveynebze modis navTobis wamoebis 40% da bunebrivi ai-

ris 15 %. amasTan, OPEC axorcielebs navTobis msoflio

eqsportis 55%-s. aqedan gamomdinare, marTalia, OPEC

mocemuli bazris makontrolebeli ar aris, magram mainc

didi gavlena aqvs masze, gansakuTrebiT maSin, roca ga-

dawyvets navTobis miwodebis gazrdas, an Semcirebas.

OPEC-is wevri qveynebis warmomadgenlebi weliwad-

Si orjer ikribebian, raTa SeaTanxmon gamoSvebis mocu-

loba. wevrma qveynebs, romlebic sapatio delegaciebiT

warmodgenilni arian, SeuZliaT Secvalon, an ar Secva-

lon navTobis fasebi.

1976 wels OPEC-is wevrma qveynebma Seqmnes OPEC-is

saerTaSoriso ganviTarebis fondi. fondis mizania xeli

Seuwyos TanamSromlobis gaRrmavebas OPEC-is wevr qvey-

nebsa da sxva ganviTarebad qveynebs Soris. fondis erT-

erTi mTavari mizani Raribi qveynebis daxmarebaa. OPEC-is

fondi bevr regionSi moqmedebs. maT Soris aziis, afrikis,

evropis, laTinuri amerikis, karibisa da axlo aRmosav-

leTis qveynebSi. OPEC-is fondma bevri proeqti daafi-

nansa, maT Soris sasmeli wylis, energetikis, skolebis

mSeneblobis, saavadmyofoebis da gzebis mSeneblobis da

a.S. aRniSnul proeqtebze fondma daarsebidan daaxloe-

biT 7,5 miliardi dolari gamoyo.

OPEC-is erT-erTi mizania transportirebis teqno-

logiebis gaumjobeseba, raTa is ekologiurad sufTa,

182

usafrTxo da efeqtiani iyos. OPEC did yuradRebas uT-

mobs ekologiuri usafrTxoebis problemebs.

OPEC-is mier navTobis msoflio bazris kontroli

Tanamedrove periodSi izRudeba yazaxeTis, azerbaijanis

da ruseTis mxridan, romlebic navTobisa da gazis udides

maragebs floben da romlebic am seqtoris ganviTarebis

umniSvnelovanes saerTaSoriso proeqtebs axorcieleben.

saerTaSoriso ekonomikuri TanamSromloba regionu-

li ekonomikuri gaerTianebebis farglebSic xorcieldeba,

rasac integraciis tendenciis gaZliereba uwyobs xels.

ganvixiloT msoflios ZiriTadi regionuli ekono-

mikuri dajgufebebi, romlebic gavlenas axdenen saerTa-

Soriso biznesis ganviTarebaze gaerTianebis farglebSi.

6.7. integraciuli dajgufebebi evropaSi

evrokavSiri

evropis kavSiri (European Union), SemoklebiT evro-

kavSiri — evropis saxelmwifoTa msxvili politikuri da

ekonomikuri gaerTianebaa, romelsac 1993 wlamde evro-

puli gaerTianeba erqva (European Community). amJamad misi

wevria 27 saxelmwifo, romelTa saerTo farTobia 3,892

aTasi kv. km, mosaxleoba — 455 mln, erToblivi erovnuli

183

produqtisa da sagareo vaWrobis masStabebiT evrokavSi-

ri win uswrebs aSS-s da iaponias.

evrokavSiri mSp msyidvelobiTunarianobis parite-

tis mixedviT 14 52 trilion aSS dolars Seadgens. sula-

dobrivi Semosavali 7 aTasidan 78 aTas dolaramde merye-

obs. mSp-is zrdam 2009 wels 4 % Seadgina, rac msoflio

safinanso krizisis Sedegia, radgan 2007 wlisTvis aRniS-

nuli maCvenebeli 3 % iyo. seqtorebis mixedviT mSp-is

warmoebaSi yvelaze maRali xvedriTi wiliT warmodgeni-

lia momsaxurebis sfero (71,9%). 25,9% modis mrewvelo-

baze, xolo soflis meurneobaze _ 2,1 %27.

II msoflio omis Semdeg evropis saxelmwifoebma da-

iwyes gzebisa da saSualebebis Zieba momavalSi mSvidobia-

ni Tanaarsebobis garantiebisaTvis. swored am mizniT Cae-

yara evrokavSirs safuZveli 1952 wels. igi eqvsi qveynis —

belgia, germania, italia, luqsemburgi, safrangeTi, ni-

derlandebi — gaerTianebiT daiwyo da 1995 wlisaTvis uk-

ve TxuTmet wevr saxelmwifos ( avstria, belgia, dania,

fineTi, safrangeTi, germania, saberZneTi, irlandia, ita-

lia, luqsemburgi, niderlandebi, portugalia, espaneTi,

SvedeTi da gaerTianebuli samefo) iTvlida. evrokavSi-

ris wevri saxelmwifoebi qmnian ra partniorul gaerTia-

nebas, maTi mizania xeli Seuwyon demokratiis da mSvido-

bis ganviTarebas, moqalaqeTa keTildReobas da dovla-

Tis samarTlian ganawilebas.

evrokavSiri saTaves iRebs ramdenime xelSekrule-

bidan, romelTa umTavresi mizania omisSemdgom evropaSi

mSvidobisa da stabilurobis dacva da ekonomikuri in-

tegraciis meSveobiT wevri qveynebis erToblivi ganviTa-

reba. pirveli xelSekruleba — evropis qvanaxSirisa da

foladis gaerTianebis Sesaxeb — daido 1951 wels, raTa

sul cota xnis win saomar mdgomareobaSi myofi qveynebis

27 statisitikuri mimoxilva momzadda https://www.cia.gov/ veb-misamarTis

informaciaze dayrdnobiT. (18/03/2010)

184

qvanaxSirisa da foladis produqcia erTian, zesaxelmwi-

foebriv kontrols daqvemdebareboda. am xelSekrulebis

ZiriTadi mizani iyo evropis mrewvelobis aRorZineba.

evropis qvanaxSirisa da foladis gaerTianebis Sesa-

xeb xelSekrulebis warmatebam wevr saxelmwifoebs ubiZ-

ga, daedoT evropis atomuri energiis gaerTianebis Sesa-

xeb xelSekruleba (èvratomi~), agreTve, bevrad ufro

mravalmxrivi xelSekruleba evropis ekonomikuri gaer-

Tianebis Sesaxeb; es xelSekrulebebi 1957 wels gaformda.

xelSekruleba evropis ekonomikuri gaerTianebis Sesaxeb

`romis xelSekrulebis~ saxeliT aris cnobili. igi mWid-

ro ekonomikuri integraciis programas iTvaliswinebda.

ekonomikuri integracia daiwyo Tavisufali savaWro zo-

niT, rac SemdgomSi sabaJo kavSirad gadaizarda, xolo

1993 wlidan iqca erTian evropul bazrad saerTo wesebi-

Ta da kanonmdeblobiT ekonomikuri cxovrebis sxvadas-

xva sferoSi.

evropis kavSirSi integraciuli procesebis mTavari

miznebi gansazRvrulia ZiriTadi dokumentebiT, rogo-

rebicaa:

• romis SeTanxmeba(1957);

• erTiani evropuli aqti(1987);

• maastrixtis SeTanxmeba(1992);

• amsterdamis SeTanxmeba(1997).

evrokavSiris ZiriTadi dokumenti dReisaTvis aris

2003 wlis ,,mierTebis SeTanxmeba~, romelic ZalaSi Sevida

2004 wlis 1 maiss. zemoTaRniSnuli SeTanxmebebiT gansaz-

Rvruli evrokavSiris wevri saxelmwifoebis samarTleb-

rivi, politikuri, ekonomikuri da sxva saxis valdebule-

bebi Camoyalibda erTian dokumentSi, evrokavSiris kon-

stituciis proeqtSi, romlis miRebis procedura amJamad

mimdinareobs.

evrokavSiris wevri saxelmwifoebi SeTanxmdnen,

garkveul sferoebSi gaaerTianon TavianTi suvereniteti

185

da resursebi. politikas am sferoebSi atareben evrokav-

Siris institutebi.

kavSiris ZiriTad politikur institutebs ekuT-

vnis: evropis sabWo, romlis mizania dasaxos kavSiris

prioritetebi da gansazRvros samomavlo politika. sab-

Wos sxdomebi imarTeba weliwadSi orjer;

ministrTa sabWo, gadawyvetilebaTa miRebis ufle-

bamosilebiT aRWurvili, wevri qveynebis warmomadgenle-

bisgan Semdgari organoa. sabWos farglebSi mravali Sex-

vedra imarTeba, magaliTad, soflis meurneobis, tran-

sportis da sxva dargebSi. sabWos sxdomebSi monawileo-

ben am dargebis ministrebi yoveli wevri saxelmwifodan

da iReben gadawyvetilebebs mimdinare sakiTxebze. minis-

trebi koordinirebas uweven wevri saxelmwifoebis erov-

nul politikas im dargebSi, romlebzec maT pasuxismgeb-

loba akisriaT;

evrokomisia mTavari aRmasrulebeli organoa, ro-

melsac sakanonmdeblo iniciativis uflebac aqvs. evro-

komisias saTaveSi 20 evrokomisari udgas. igi valdebu-

lia zedamxedveloba gauwios wevri qveynebis mier miRe-

buli gadawyvetilebebis adekvaturad Sesrulebas. evro-

komisia evrokavSirisTvis saerTo gadawyvetilebebis mi-

Rebis procesis uSualo monawilea. komisiis wevrebs So-

ris funqciebi mkacrad aris ganawilebuli.

evroparlamenti evropis moqalaqeTa warmomadgen-

lobiTi organoa, romelic pirdapiri gziT aris arCeuli.

is ganixilavs winadadebebs sakanonmdeblo sferoSi, ga-

damwyvet sityvas ambobs evrokavSiris biujetTan dakav-

Sirebul sakiTxebze.

evrokavSiris sxvadasxva institutebi sxvadasxva

qveynebSi da qalaqebSia ganTavsebuli: briuseli (belgia),

strasburgi (safrangeTi), luqsemburgi (luqsemburgi),

mainis frankfurti (germania). evrokavSirs oficialuri

politikuri centri ar aqvs, Tumca de-faqto dedaqala-

qad briuseli iTvleba.

186

1970-ian wlebSi evropis ekonomikurma gaerTianebam

SeimuSava saerTo damokidebuleba sagareo politikis sa-

kiTxebisadmi, rac evropis politikuri TanamSromlobis

saxeliT aris cnobili. evropis politikuri TanamSrom-

loba oficialurad 1986 wels miRebul erTian evropul

aqtSi gaformda. 1992 wels dadebul xelSekrulebaSi ev-

rokavSiris Sesaxeb, romelsac `maastrixtis xelSekrule-

basac~ uwodeben, evropis politikuri TanamSromloba ga-

daizarda ufro Tanmimdevrul da mravlismomcvel saer-

To sagareo da TavdacviT politikad. maastrixtis xel-

Sekrulebam ekonomikuri integracia kidev ufro win was-

wia ekonomikuri da monetaruli erTianobis struqturis

SemuSavebiTa da 1999 wels erTiani evropuli fuladi er-

Teulis, evros, SemoRebiT. 1997 wels evrokavSirma axali,

amsterdamis xelSekruleba dado. am xelSekrulebis oTxi

mTavari mizania moqalaqeTa dasaqmeba da maTi uflebebi,

Tavisuflebis, usafrTxoebisa da samarTlianobis zonis

Seqmna, msoflio masStabis saqmeebSi evropis xmis mom-

Zlavreba da evrokavSiris instituciuri struqturebis

meti efeqtianobis miRweva evrokavSiris gafarToebis

gaTvaliswinebiT.

1993 wlis ivnisSi evropulma sabWom kopenhagenis sa-

mitze aRiara aRmosavleT da centraluri evropis qvey-

nebis ufleba SeuerTdnen evropis kavSirs, Tu daakmayo-

fileben Semdeg sam kriteriums:

— politikuri kriteriumi: stabiluri institutebi,

romlebic warmoadgenen demokratiis, kanonis uzenaeso-

bis, adamianis uflebebisa dacvisa da umciresobaTa pati-

viscemis garantias;

— ekonomikuri kriteriumi: moqmedi sabazro ekono-

mika da unari, monawileoba miiRos evrokavSiris erTiani

politikis sferoebSi;

— gaerTianebis samarTlis gadmotana qveynis Sida

samarTalSi (inkorporireba): evropis kavSiris sxvadasxva

187

politikuri, ekonomikuri da fuladi saxis miznebisadmi

erTguleba.

madridis evropulma sabWom 1995 wlis dekemberSi

daadastura es kriteriumebi da xazi gausva ganmcxadebe-

li qveynebis administraciuli struqturebis adaptire-

bis aucileblobas etapobrivi integraciis pirobebis Se-

saqmnelad.

evrokavSiris damfuZnebeli xelSekrulebis 49-e

muxlis Tanaxmad, nebismier evropul qveyanas ufleba

aqvs, gaakeTos ganacxadi evrokavSirSi gawevrianebis sur-

vilis Sesaxeb.

1997 wlis dekemberSi luqsemburgis evropulma sab-

Wom gadawyvita 1998 wels molaparakebebis dawyeba eqvs

qveyanasTan: kviprosTan, CexeTTan, estoneTTan, ungreT-

Tan, poloneTTan da sloveniasTan. es eqvsi qveyana qmnida

gafarToebis pirvel talRas. meore talRa moicavda xuT

qveyanas: bulgareTs, latvias, litvas, rumineTsa da slo-

vakeTs. molaparakebaTa mimdinareoba damokidebuli iyo

aRniSnuli qveynebis ekonomikur da politikur progres-

ze.

2002 wlis dekemberSi kopenhagenSi evropulma sab-

Wom miiRo gadawyvetileba aRmosavleT _ da centralu-

revropuli aTi qveynis evropis kavSirSi miRebis Taobaze.

es qveynebia estoneTi, kviprosi, latvia, litva, malta,

poloneTi, slovakeTi, slovenia, ungreTi da CexeTi. rac

Seexeba bulgareTsa da rumineTs, 2007 wlisaTvis es ori

qveyanac SeuerTda evropis kavSirs. dRemde wydeba sakiT-

xi akmayofileben Tu ara TurqeTi da xorvatia kriteriu-

mebs mierTebis molaparakebaTa dasawyebad.

aRsaniSnavia, rom Sveicariam, lixtenSteinma da nor-

vegiam sxvadasxva dros ganacxades evropis kavSirSi ga-

wevrianebis survilis Sesaxeb. miuxedavad amisa, 1972 da

1994 wlebSi gamarTul referendumebze norvegielebma

uari Tqves evropis gaerTianebaSi gawevrianebaze. lix-

tenSteinisa da Sveicariis ganacxadebi ki SeCerda mas Sem-

188

deg, rac Sveicariam referendumis gziT uari Tqva evro-

pis ekonomikur zonaSi gawevrianebaze.

ekonomikuri da savaluto kavSiris daarsebisaTvis

wevr saxelmwifoTa ekonomikis mdgradi urTierTTavse-

badobis misaRwevad maastrixtis xelSekruleba iTvalis-

winebs xuT kriteriums, romelsac unda akmayofilebdes

TiToeuli wevri saxelmwifo ekonomikuri da savaluto

kavSiris mesame etapze gadasvlamde. komisia da evropis

centraluri banki mudmivad amowmeben aRniSnuli krite-

riumebis Sesrulebas. es kriteriumebia:

— biujetis deficiti ar unda aRematebodes mTlia-

ni Sida produqtis 3 procents;

— saxelmwifo vali ar unda aRematebodes mTliani

Sida produqtis 60 procents;

— unda SenarCundes fasebis stabiluroba da infla-

ciis saSualo maჩvenebeli Semowmebamde erTi wlis ganmav-

lobaSi. kerZod, inflacia erTnaxevar procentze metad

ar unda aRematebodes sami yvelaze warmatebuli wevri

saxelmwifos monacems;

— unda arsebobdes grZelvadiani saprocento ganak-

veTi, romelic sami yvelaze warmatebuli qveynis maCvene-

bels ar unda aRematebodes or procentze metad;

— unda moxdes evropul savaluto sistemaSi arsebu-

li savaluto gacvlis kursis meqanizmiT gaTvaliwinebu-

li sazRvrebis dacva ori wlis ganmavlobaSi. urTier-

TTavsebadobis kriteriumebis daniSnulebaa, ekonomi-

kurma ganviTarebam ekonomikur da savaluto kavSiris

SigniT problemebi ar Seuqmnas TiToeul wevr saxelmwi-

fos. amasTanave, saxelmwifo valTan da deficitTan da-

kavSirebuli kriteriumebi unda sruldebodes mesame

etapis dawyebis Semdegac. am miznis misaRwevad 1997 wels

amsterdamis evropuli sabWos mier miRebul iqna stabi-

lurobis paqti.

evrokavSiris safinanso organizaciebia: evropis

centraluri banki da evropis sainvesticio banki.

189

evropis kavSiris biujeti sakuTari saxsrebiT fi-

nansdeba 1970 wlidan. manamde evrogaerTianebis biujeti

wevri saxelmwifoebis Senatanebisagan yalibdeboda. dRes

evrokavSiris biujetis dafinansebis wyaroebia: 1) gadasa-

xadi soflis meurneobis produqtebis importze; 2) saba-

Jo mosakrebeli, romelic ikribeba evrokavSiris saz-

Rvrebze; 3) gadasaxadi dRg-dan, romelic Sedgens TiToe-

uli wevri saxelmwifos mier akrefili dRg-is 1%-s; 4) ga-

dasaxadi TiToeuli wevri saxelmwifos mTlian erovnul

produqtze.

biujetis miRebis procedura gansazRvrulia romis

xelSekrulebis 272-e muxliT da moicavs ramdenime safe-

xurs.

ekonomikuri da savaluto kavSiri wevri saxelmwi-

foebis ekonomikuri da savaluto politikis harmonize-

bis Sedegad Seiqmna. mTliani procesi ki erTiani valutis

SemoRebiT dasrulda. maastrixtis xelSekrulebis Ta-

naxmad, ekonomikuri da savaluto kavSiris Seqmnamde wev-

rma saxelmwifoebma sami etapi gaiares:

- pirveli etapi (1 ivlisi 1990 _ 31 dekemberi 1993)

_ wevr saxelmwifoebs Soris kapitalis Tavisufali moZ-

raoba, ekonomikuri politikis mWidro koordinacia da

centralur (erovnul) bankebs Soris mWidro TanaSrom-

lobis damyareba;

- meore etapi (1 ianvari 1994 _ 31 dekemberi 1998) _

wevr saxelmwifoTa ekonomikuri da savaluto politikis

urTierTTavsebadobis miRweva fasebis stabilurobisa

da myari saxelmwifo finansebis uzrunvelsayofad;

- mesame etapi (1 ianvari 1999) — Seiqmna evropis cen-

traluri banki, dafiqsirda kursi evropul valutebs So-

ris da SemoRebul iqna erTiani valuta _ evro.

evro 2001 wlis ianvramde mxolod nominalurad ar-

sebobda. 2001 wlis dasawyisidan ki evrokavSiris im qvey-

nebSi, romlebmac survili gamoTqves SemoeRoT erTiani

valuta, mimoqcevaSi Semovida evros banknotebi. evrozo-

190

naSi gaerTianebuli saxelmwifoebis fulad politikas

evropis centraluri banki warmarTavs, romlis umTavre-

si amocana fasebis stabilurobis SenarCunebaa.

evrokavSiris ZiriTad miRwevad unda CaiTvalos xan-

grZlivi mSvidobis uzrunvelyofa wevr saxelmwifoebs

Soris, romlebic CarTulni iyvnen sxvadasxva SeiaraRe-

bul konfliqtebSi da demokratiuli Tanxmoba, romlis

meSveobiT xorcieldeba saerTo miznebi.

Savi zRvis ekonomikuri TanamSromlobis organi-

zacia (BSEC) 1992 wlis 25 ivniss daarsda Savi zRvis au-

zis 11 qveynis (albaneTi, somxeTi, azerbaijani, bulgare-

Ti, saqarTvelo, saberZneTi, moldova, rumineTi, ruse-

Tis federacia, TurqeTi da ukraina) monawileobiT. 2004

wels organizacias miuerTda serbeTi. BSEC-is mTavar

miznebs warmoadgens regionis ekonomikuri ganviTareba

da stabiluroba, wevri qveynebis xalxis keTildReobis

amaRleba da Savi zRvis sivrceSi demokratiuli procese-

bis xelSewyoba. saqarTvelo aRniSnuli organizaciis

farglebSi TanamSromloba yvela ZiriTadi strategiuli

procesis monawilea.

damoukidebel saxelmwifoTa Tanamegobrobis

(CIS) Sesaxeb gadawyvetileba miRebuli iqna ruseTis, be-

lorusiis da ukrainis prezidentebis mier 1991 wlis bo-

los, rodesac miRebuli iqna SeTanxmeba sabWoTa kavSiris

saboloo daSlis Sesaxeb. Semdgom mas SeuerTdnen yofi-

li sabWoTa kavSiris respublikebi, baltiispireTis qvey-

nebis garda.

CIS-is Seqmna Tavdapirvelad politikuri motivebiT

iyo nakarnaxevi. SemdgomSi ruseTma sakuTari interesebis

ukeT ganxorcielebis mizniT wamoayena winadadeba ekono-

mikuri, safinanso da sakoordinacio institutebis Seq-

mnis Sesaxeb.

1993 wlis 24 seqtembers xelmowerili iqna xelSek-

ruleba CIS-is qveynebs Soris ekonomikuri kavSiris Sesa-

xeb or doneze — saxelmwifos meTaurebsa da mTavrobis

191

meTaurTa Soris. es xelSekruleba miznad isaxavs saerTo

ekonomikuri sivrcis etapobrivad Camoyalibebas sabaz-

ro ekonomikur principebze dayrdnobiT, yvela sameur-

neo subieqtis Tanabari SesaZleblobebisa da garantiebis,

msxvili ekonomikuri proeqtebis realizaciis uzrun-

velyofas. gaTvaliswinebulia saqonlis, kapitalis, mom-

saxurebisa da samuSao Zalis Tavisufali gadaadgileba,

fulad-sakredito, sabiujeto, sagadasaxado, sagareo

vaWrobis, fasebis, sabaJo da savaluto politikis urTi-

erTSeTanxmeba, ekonomikuri moqmedebis meTodebis daax-

loeba da sxva. wevrma qveynebma unda ganaxorcielon Ta-

vianTi sameurneo kanonmdeblobis unificireba. es Ronis-

Ziebani mimarTulia CIS-is qveynebSi mewarmeobis, ekono-

mikuri da samarTlebrivi pirobebis gaumjobesebisaken.

aRsaniSnavia, rom 2009 wlis ivlisSi saqarTvelom

datova damoukidebel saxelmwifoTa Tanamegobroba.

6.8. ekonomikuri integraciuli

gaerTianebebi amerikaSi

regionul doneze internacionalizaciis tendencia

SeiniSneba msoflios TiTqmis yvela nawilSi. integraci-

ul dajgufebaSi qveynis CarTvis mamoZravebeli Zala da

motivi gansxvavebulia, magram ikveTeba saerTo niSnebi,

romeliTac SeiZleba gamoaSkaravdes mocemuli procese-

bis ganviTarebis SesaZlebeli perspeqtivebi.

mocemul qveTavSi ganxiluli iqneba globalizaciis

da internacionalizaciis tendeciebi amerikaSi, iseTi

ekonomikuri integraciuli dajgufebebis analizze, ro-

goricaa: CrdiloeT amerikis Tavisufali vaWrobis aso-

ciacia (NAFTA) da samxreT amerikuli saerTo bazari

(MERCOSUR). NAFTA savaWro SeTanxmebaa, romelic xelmowerilia

1992 wels. igi gulisxmobs savaWro SezRudvebis TandaTa-

192

nobiT gauqmebas aSS-s, kanadas da meqsikas Soris moZrav

saqonelsa da momsaxurebaze. SeTanxmeba Seqmnis Tavisu-

fali vaWrobis efeqtian bloks CrdiloeT amerikis sami

udidesi qveynis SigniT.

kanada-amerikis SeTanxmeba Tavisufali vaWrobis Se-

saxeb gaformda 1988 wels, xolo NAFTA-m gaafarTova am

SeTanxmebis pirobebi Semdgomi wevrebis mozidvisTvis,

kerZod, meqsikisTvis. NAFTA ratificirebuli iqna 1993

wels da Sevida ZalaSi 1994 wlis 1 ianvars.

NAFTA—is ZiriTadi pirobebia tarifebis, sabaJo ga-

dasaxadebis da sxva savaWro SezRudvebis TandaTanobiT

Semcireba sam wevrs Soris, ramdenime tarifis daCqarebu-

lad gauqmeba, danarCenis ki _ 15 wlis ganmavlobaSi.

NAFTA garantias aZlevs sabaJo xarjebis gareSe Semoita-

non misi wevrebisTvis sawarmoo da samomxmareblo saqon-

lis farTo asortimenti.

NAFTA amyarebs principebs da mimarTulebebs, ro-

melzec dafuZnebulia qveyanaTaSorisi SeTanxmebebi. in-

tegracia valdebulebas iRebs xeli Seuwyos samive qveya-

nas dasaqmebasa da ekonomikur zrdaSi, savaWro da sain-

vesticio SesaZleblobebis gafarToebaSi da, agreTve,

globalur bazarze aSS-is, kanadis da meqsikis konkuren-

tunarianobis amaRlebaSi.

NAFTA-s organizaciuli struqtura Semdegi saxi-

saa: centralur instituts warmoadgens komisia Tavisu-

fali vaWrobis Sesaxeb, romelSic Sedian warmomadgenle-

bi ministrebis doneze samive monawile qveynidan. komisia

Tvalyurs adevnebs SeTanxmebis moqmedebas da mis Semdeg

muSaobas, exmareba integraciis dros aRmocenebuli da-

vebis gadaWras. amasTan, Tvalyurs adevnebs 30-ze met ko-

mitets da samuSao jgufs.

ministrebi SeTanxmdnen, rom komisias muSaobaSi da-

exmareboda NAFTA-is koordinirebuli samdivno, rome-

lic Seiqmna 1997 wlis bolos meqsiko sitiSi. samdivno mi-

193

marTulia emsaxuros NAFTA-s muSaobas da Seasrulos mo-

muSave samdivnos roli komisiasTan.

NAFTA-is normebis cxovrebaSi gatarebis efeqtiani

ganxorcielebisa da maTi administrirebisaTvis Seiqmna

30-ze meti samuSao jgufi da komiteti. isini muSaoben

iseT sakiTxebze, rogoricaa: saqonlis warmomavloba, sa-

baJo, soflis meurneobis saqonliT vaWroba da subsidie-

bi am ekonomikur sferoSi, saqonlis standartizacia, sa-

xelmwifo Semotanebi da saqmiani adamianebis gadaadgile-

ba sazRvargareT. es samuSao jgufebi da komitetebi yo-

velwliurad warudgenen angariSs komisias.

CrdiloeT amerikaSi ganxorcielebuli vaWrobis

umetesi nawili warmoebs gamWirvaled, NAFTA-is mier

mkacrad gansazRvruli normebiT, vaWrobis msoflio or-

ganizaciis (WTO-vmo-is) Sesabamisad.

NAFTA Seqmnisas potenciurad iTvaliswinebda ga-

farToebas axali monawileebis SeerTebis xarjze. ukve

gawevrianebuli qveynebi emyarebian im pozicias, rom wev-

roba unda iyos Ria yvela qveynisTvis.

politikuri xasiaTis argumentebis garda, SeTanxme-

bis yovel monawile qveyanas gaaCnia NAFTA-Si monawileo-

bis sakuTari ekonomikuri mizezi. amerikeli eqspertebis

azriT, eqsportis gazrda gamoiwvevs samuSao adgilebis

gazrdas (es gaTvlebi ukve gamarTlda, miuxedavad Seda-

rebiT mokle periodisa). did imedebs amyareben meqsikis

teritoriaze Sromatevadi, masalatevadi da sxva Zvirad-

Rirebuli warmoebis gatanis procesze, ramac mniSvne-

lovnad unda imoqmedos danaxarjebis Semcirebaze da aqe-

dan gamomdinare, aamaRlos amerikuli saqonlis konku-

rentunarianoba. amerikeli politologebi da ekonomis-

tebi Tvlian, rom NAFTA Tavisebur tramplinad iqceva

laTinur amerikis qveynebis ekonomikaSi ufro Rrmad

SeRwevisaTvis.

NAFTA-is Taviseburebas warmoadgens is, rom moi-

cavs did teritorias 444 mln mosaxliT, romelic awar-

194

moebs 17 trilioni dolari Rirebulebis saqonelsa da

momsaxurebas28 da aqvs Zlieri ekonomikuri potenciali,

gansakuTrebiT aSS-is daxmarebiT. CrdiloeT amerikul

integracias gaaCnia asimetriuli xasiaTi (asimetria gan-

viTarebasa da asimetria intensiur savaWro-ekonomikur

urTierTobaSi), radgan, erTi mxriv, SeTanxmeba dades

iseTma ganviTarebulma qveynebma, rogoricaa aSS da kana-

da, xolo meore mxriv — meqsikam, romelsac gaaCnia didi

ekonomikuri da demografiuli potenciali, magram mie-

kuTvneba ganviTarebad qveynebs. garda amisa, Tavisi po-

tencialiT samxreTeli partniorebi mravaljer CamorCe-

bian aSS-s.

kanadis ekonomika mWidrod aris dakavSirebuli aSS-

Tan. aSS-is wili kanadis sagareo-savaWro brunvaSi Sead-

gens daaxloebiT 70%-s da piriqiT, kanadis wili 20%-s.

kanadis mTavroba Tvlis, rom NAFTA-Si monawileoba Se-

saZleblobas miscems ufro efeqtianad awarmoos mecnie-

rebadtevadi produqcia, aamaRlos Semosavali, radgan

Sromis anazRaureba kanadaSi ufro maRalia, vidre par-

tnior qveynebSi. agreTve aRsaniSnavia, rom kanadaSi arse-

bobs aSS-Tan integraciis gaRrmavebis bevri mowinaaRmde-

ge, radgan amerikuli firmebi kanadaSi Zalian agresiul-

ni arian da arsebobs ramdenime dargSi nacionaluri kon-

trolis dakargvis gansazRvruli saSiSroeba. kanadele-

bis SiSi gasagebia kidev imitom, rom jer-jerobiT ar aris

Seqmnili Zlieri iuridiuli institutebi, romelic gaa-

kontrolebda ekonomikur procesebs.

NAFTA-sTan aSS-is saqonliT da momsaxurebiT vaW-

robis moculobam 2007 wels 1 trilioni dolari Seadgina.

aqedan eqsporti 452 miliardi, xolo importi 568 miliar-

di aSS dolari iyo. Sesabamisad, deficiti — 116 miliardi

aSS dolari.

28 http://www.ustr.gov/trade-agreements/free-trade-agreements

195

NAFTA-sTan 2008 wels aSS-is saqonliT da momsaxu-

rebiT vaWrobis moculoba 967 miliard dolaramde Sem-

cirda, Tumca kanada da meqsika aSS-is mTavar savaWro par-

tniorTa rigSi arian. savaWro balansis deficitic 0,1

procentiT dauaresda. NAFTA-sTan aSS-is momsaxurebiT

vaWrobis balansi dadebiTia da 2007 wels 26,5 miliardi

aSS dolari Seadgina.

aSS-is pirdapiri ucxouri investiciebi NAFTA-is

qveynebSi 2006 welTan SedarebiT 2007 wels 11,3 procen-

tiT gaizarda da 348,7 miliardi aSS dolari Seadgina.

pirdapiri ucxouri investiciebi ganxorcielda mrewve-

lobis, safinanso, arasabanko seqtoris kompaniebsa da

mompovebel mrewvelobaSi.

NAFTA-is qveynebis investiciebma aSS-Si 2007 wels

219,2 miliardi aSS dolari Seadgina, rac 21,4 pricentiT

maRalia wina welTan SedarebiT. aRniSnuli investiciebi

ganxorcielda safinanso, mrewvelobis da sabanko sfero-

Si29.

didi imedebi gaaCnia NAFTA-Tan dakavSirebiT meqsi-

kas. integraciul dajgufebaSi gawevrianebiT igi elode-

ba daaCqaros Tavisi ganviTarebis tempi, gaataros re-

formebi da ukve 10-15 wlis Semdeg dauaxlovdes Tavisi

ganviTarebis doniT industriulad ganviTarebul qvey-

nebs. miRebul iqna gadamwyveti RonisZiebebi kapitalis

moZraobis liberalizaciisaTvis, daiwyo misi Semodineba,

gaizarda ucxouri investiciebis moculoba. amavdrou-

lad, arsebobs saSiSroeba, rom meqsikur kompaniebs gauZ-

neldebaT Seakavon CrdiloeT mezoblebis zewola, gansa-

kuTrebiT soflis meurneobaSi, sadac SeiZleba aRmocen-

des seriozuli problemebi. realurad jer-jerobiT Znelia SevafasoT NAFTA-s

efeqtianoba, radgan gasulia Zalian cota dro, magram

29 statisitikuri mimoxilva momzadda http://www.ustr.gov/trade-agreements/free-trade-agreements veb-misamarTis informaciaze dayrdnobiT.

(3/18/2010)

196

ukve axla TvalsaCinoa ramdenime samxreT amerikuli

qveynis miswrafeba SeuerTdnen am ekonomikur dajgufe-

bas.

1993 wlidan 2005 wlamde periodSi NAFTA-s wevrebs

Soris vaWroba gaizarda 173%-iT 297 miliardi aSS dola-

ridan 810 miliard aSS dolaramde30. xolo momavalSi Se-

saZloa NAFTA-is gafarToeba, magram aucilebelia Seiq-

mnas gansazRvruli organizaciuli struqturebi da Se-

muSavdes TanamSromlobis meqanizmi.

Tanamedrove periodSi laTinuri amerika imyofeba

meore adgilze msoflioSi yvelaze swrafad ganviTare-

bad regionebs Soris. gaeros ekonomikuri komisiis eq-

spertebis SefasebiT laTinur amerikis da karibis auzis

rigi saxerlmwifoebi — argentina, brazilia, meqsika, Ci-

le da venesuela — Tavisi ekonomikuri potencialiT miu-

axlovdnen ganviTarebuli qveynebis dones.

MERCOSUR — umsxvilesi dajgufebaa samxreT ameri-

kaSi. masSi Sedian argetina, brazilia, paragvai da urug-

vai, xolo asocirebuli wevrebis saxiT — Cile da bolivia.

MERCOSUR-Si formalurad Sesvlas apireben sxva samxre-

Tamerikuli saxelmwifoebi: venesuela, kolumbia, peru

da ekvadori.

gaerTianeba moicavs 21 mln kv. km teritorias 210

mln-iani mosaxleobiT da mSp-is jamuri moculoba uax-

lovdeba 1 trilion dolars (2004 wlis monacemebi). igi

evrokavSiris, NAFTA-s da iaponiis Semdeg meoTxe udide-

si ekonomikaa msoflioSi31. es aris laTinuri amerikis te-

ritoriis TiTqmis 60%, mosaxleobis 46% da mSp-is daax-

loebiT 50%. 2007 wlisTvis mosaxleoba 240 milionamde

gaizarda, xolo mSp-m 1,3 trilioni aSS dolari Seadgina.

30 International Business, The Challenge of Global competition, Ball, McCulloch, Geringer, Minor,McNett,11-th ed. 2008 31 M. Lueugeli, Regional Economic Integration, The MERCOSUR Case, London Metropolitan University, Political and Economical Environment of International Business, May 2004, p.4

197

MERCOSUR-i mTlianad samxreT amerikuli eqsportis da

importis 50%-s axorcielebs32.

gaerTianebuli bazris Seqmnis pirvel nabijs warmo-

adgens SeTanxmeba Tavisufal vaWrobaze, romelic xel-

mowerilia argentinisa da braziliis mier 1986 wels. 1990

wels am SeTanxmebas SeuerTdnen paragvai da urugvai.

integraciuli procesebis xelmZRvanelobisTvis

Seqmnili iqna mmarTvelobis nacionaluri organoebi: sa-

erTo bazris sabWo sagareo saqmeTa ministrebis Semad-

genlobiT; Semsrulebeli organo — saerTo bazris jgufi,

moqmedi mudmivad, Stab-bina montevideoSi; 10 teqnikuri

komisia, romelic eqvemdebareba saerTo bazris jgufs.

mis funqciebSi Sedis sagareo vaWrobis, sabaJo reguli-

rebis, teqnikuri normebis, savaluto-safinanso da mak-

roekonomikuri politikis, saxmeleTo da sazRvao tran-

sportis, samrewvelo teqnologiis, soflis meurneobisa

da energetikis sakiTxebi. tardeba RonisZiebebi monawi-

le-qveynebs Soris savaWro konfliqtebis gadasaWrelad

specialuri tribunalis Sesaqmnelad.

1994 wels xelmowerili SeTanxmebis Sesabamisad 1995

wlis 1 ianvridan MERCOSUR gadavida ufro maRal integ-

raciul doneze: Tavisufali vaWrobis zonidan sabaJo

kavSirze. Sigazonur vaWrobaSi yvela monawilesaTvis Se-

moiReba erTiani sagareo sabaJo tarifi mesame qveynidan

Semotanil produqciaze (importze baJebis done calkeu-

li saqonelisaTvis meryeobs 0 dan — 20%mde). 1997 wlis-

Tvis erTiani tarifi SemoRebuli iyo daaxloebiT sasa-

qonlo nomenklaturis 85%-saTvis. danarCenisTvis gan-

sazRvrulia gardamavali periodi 5-10 wlis vadiT, rom-

lis ganmavlobaSi qveynebma, Sesabamisad, unda awion an Se-

amciron tarifebi erTian donemde. es pirvel rigSi exeba

kapitaltevad saqonels da informatikisa da telekomu-

nukaciis saSualebebis produqtebs. mesame qveynidan Se-

32 Ivana Termansen, harmonization of Mercosur statistics,IFC Bulletin, No 32, p.59

198

motanil kapitaltevad saqonelze saimporto baJi Sead-

gens MERCOSUR-is monawileebisaTvis 14%-s.

droebiTi gamonaklisebi erTiani sagareo sabaJo ta-

rifebidan gavrceldeba ramdenime saqonelze. argetinis-

Tvis — es ari tansacmeli, Savi da feradi liTonebi, qa-

Raldi; braziliasa da urugvaisTvis — rZe da rZis pro-

duqtebi; paragvaisTvis — Saqari da a.S. yvela qveynisTvis

aseTi gamonaklisebis sia Seadgens 300-450 pozicias.

rac Seexeba Sigazonur saqonels, baJebisagan Tavi-

sufldeba 90%-ze meti adgilobrivi warmoebis saqoneli.

am kategorias miekuTvneba is produqtebi, sadac ,,erov-

nuli komponenti~ Seadgens saSualod aranakleb 60%-s,

xolo kapitaluri saqonelisaTvis — 80%-s33. MERCOSUR-is umsxvilesi savaWro partniorebi arian evrokavSiri

(21%) da NAFTA(20%)34.

MERCOSUR-is msxvili samrewvelo kompaniebi Car-

Tuli arian integraciul procesebSi. kooperacia da Ta-

namSromloba, urTierTinvesticiebi mniSvnelovanad gav-

rcelda manqanaTmSeneblobis dargebsa da metalurgiaSi.

arsebobs uamravi SeTanxmeba, romlis farglebSi xorci-

eldeba teqnologiebis gacvla da gamoSvebuli produq-

ciis nomenklaturis gafarToeba.

integraciam da investiciurma TanamSromlobam

mniSvnelovan dones miaRwia energetikaSi. 1993 wels Se-

Tanxmebuli principebiT xorcieldeba monawile-qveyne-

bis prioritetuli dakmayofileba energomatareblebiT.

sruldeba masStaburi erToblivi proeqtebi: samxreT ar-

getinaSi msxvili gazis sabadoebis aTvisebis da Crdilo-

eT braziliis Statebis sawvaviT momaragebisTvis gazgay-

vanilobis mSenebloba. agreTve, realizdeba MERCOSUR-is monawile qveynebis energosistemebis gaerTianebis

gegma.

33 Лавут А.А. Меркосур и пути интеграции в Латинской Америке (Экономи-ка)/Латинская Америка. 1996 №7 ст.146 34 Ivana Termansen, harmonization of Mercosur statistics,IFC Bulletin, No 32, p.64

199

Sigazonuri vaWroba da TanamSromloba mrewveloba-

Si yovelTvis viTardeboda paralelurad. integraciul

procesebSi orive seqtoris interesebis mWidro kavSiris

erT-erTi mniSvnelovani mizezia regionuli sasaqonlo

brunvis dinamikuroba. integraciuli procesi moicavs

agreTve humanitarul sferos. dadebulia SeTanxmeba

dawyebiTi da saSualo ganaTlebis atestatebis, diplome-

bis da sxva pasportebis urTierTaRiarebis Sesaxeb. mniS-

vnelovnad gamartivebulia MERCOSUR-is teritoriaze

fizikuri pirebis gadaadgilebisaTvis formaluroba.

rac Seexeba SromiT urTierTobebs, asunsonis Se-

Tanxmebis Tanaxmad, amoqmedda principi samuSao Zalis

Tavisuflad gadaadgilebis Sesaxeb MERCOSUR-is qvey-

nebSi da amgvarad Seiqmna 210 mln-ze meti adamianuri re-

sursis tevadobis Sromis bazari.

regionis yvela qveyana dgas iseT problemis winaSe,

rogoricaa umuSevroba, samuSao Zalis gaiafeba da ,,so-

cialuri dempingi~. MERCOSUR-Si gaerTianebulni saxel-

mwifoebi gansxvavdebian ara marto ekonomikuri ganviTa-

rebiT, aramed tradiciiT, kulturiT, demografiiT da

mosaxleobis ganaTlebis doniT, rac ra Tqma unda, zegav-

lenas axdens integraciis socialur aspeqtze, upirveles

yovlisa, axali Sromis bazarze. yvela qveyanas gaaCnia

specifikuri Sromis bazari: urugvaisTvis damaxasiTebe-

lia mosaxleobis ganaTlebis maRali done da samuSao Za-

lis emigraciis tradicia; argentinisTvis, piriqiT, dama-

xasiaTebelia imigracia; paragvai gansxvavdeba soflis

meurneobis mosaxleobis maRali wiliT da Sesabamisad

arakvalificiuri samuSao ZaliT; brazilias, MERCOSUR-

is ekonomikuri liders, gaaCnia axali samuSao adgilebis

Seqmnis potenciali.

mTlianobaSi samxreTamerikeli eqspertebi

MERCOSUR-s warmatebul momavals uwinaswarmetyvele-

ben. monawile qveynebis ganviTarebis gzaze dasaZlevia

sirTuleebi da winaaRmdegobebi, mniSvnelovania gansxva-

200

veba ekonomikur potencialSi, SesarCevia sabazro meqa-

nizmTan saxelmwifos maregulirebeli rolis optimalu-

ri Serwymis varianti, romelic laTinuri amerikis regio-

nis specifikis Sesabamisi iqneba.

aqve aRsaniSnavia idea panamerikuli Tavisufali

vaWrobis zonis Seqmnis Sesaxeb, romlis iniciatoric

aris aSS da mxars uWers kontinentis udidesi qveyana —

brazilia. misi saboloo mizani msoflioSi yvelaze didi

saerTo bazris formirebaa, romelic moicavs qveynebs

ukve arsebuli subregionuli dajgufebebis bazaze.

kontinentis sxva integraciuli gaerTianebebis

ricxvidan SeiZleba gamovyoT:

• andis paqti (bolivia, venesuela, kolumbia, pe-

ru da ekvadori). gaTvaliswinebulia am organi-

zaciis transformacia andis integraciul gaer-

Tianebad.

• centraluramerikuli saerTo bazari (gvatema-

la, hondurasi, kosta-rika, nikaragua da salva-

dori). formirebulia Tavisufali vaWrobis zo-

na, ganixileba baJebis likvidacia blokis SigniT

da gansazRvrulia sabaJo tarifebis SemoReba

mesame qveynis mimarT.

• karibuli Tanamegobroba (karibis auzis 14 in-

glisurenovani qveyana) — sakmarisad ganviTare-

buli integraciuli jgufia, gaaCnia rigi saer-

To sagareo tarifebi.

6.9. ekonomikuri integraciuli

gaerTianebebi aziaSi

bolo periodSi Zalas ikrebs integraciuli proce-

sebi aRmosavleT aziaSi. azia-wynari okeanis regionSi

dReisaTvis ramdenime integraciuli dajgufeba funqci-

onirebs, romelTagan mniSvnelovania: azia-wynari okeanis

201

ekonomikuri gaerTianeba (APEC) da samxreT-aRmosavleT

aziis saxelmwifoTa asociacia (ASEAN). aRmosavleT aziaSi ekonomikuri integraciis ganvi-

Tarebis perspeqtivebi mWidrod aris dakavSirebuli

azia-wynari okeanis ekonomikuri gaerTianebis Camoyali-

bebasTan. APEC aris samTavrobaTaSoriso organizacia,

romelic aerTianebs regionis 21 saxelmwifos.

APEC Seiqmna 1989 wels avstraliis iniciativiT

wynari okeanis auzSi ekonomikuri TanamSromlobis ganvi-

Tarebis mizniT. Tavdapirvelad igi aerTianebda 12 sa-

xelmwifos: avstralia, brunei, kanada, indonezia, iaponia,

malaizia, axali zelandia, filipinebi, singapuri, sam-

xreT korea, tailandi da amerikis SeerTebuli Statebi.

momdevno wlebSi mas SeuerTdnen CineTi, honkongi, taiva-

ni, meqsika, Cile, papua—axali gvinea, xolo 1998 wels — vi-

etnami, peru da ruseTi.

APEC-s formalurad gaaCnia sakonsultacio sta-

tusi, magram masSi moqmedi organoebis farglebSi xorci-

eldeba vaWrobis, sainvesticio da finansuri saqmianobis

warmoebis regionuli wesebis Camoyalibeba. tardeba ag-

reTve ama Tu im sferoSi dargebis ministrebisa da eq-

spertebis Sexvedrebi TanamSromlobis sakiTxebis gadaw-

yvetis Sesaxeb.

azia-wynari okeanis regionSi integraciuli proce-

sebis Taviseburebebis ricxvs SeiZleba mivakuTvnoT Sem-

degi:

• pirveli, integraciuli procesebi APEC-Si mim-

dinareobs transnacionaluri kompaniebis mniS-

vnelovani gavleniT, rac qmnis safuZvels saxel-

mwifoTaSorisi TanamSromlobisTvis. es vlinde-

ba arasamTavrobo regionuli ekonomikuri orga-

nizaciebis CamoyalibebaSi, rogorebicaa wynari

okeanis ekonomikuri sabWo (1967 weli) da wynari

okeanis ekonomikuri TanamSromlobis sabWo

(1980 weli).

202

• meore, integraciuli procesi moicavs iseT

qveynebs, romelTac gaaCniaT mniSvnelovnad gan-

sxavavebuli ekonomikuri ganviTarebis done,

gansxvavebuli kultura da socialur-politi-

kuri sistema. APEC-is unikaluri roli mdgoma-

reobs imaSi, rom masSi gaerTianebulia me-20 sau-

kunis ori ekonomikurad udidesi qveyana — aSS da

iaponia, agreTve 21-e saukunis ekonomikuri gi-

ganti — CineTi. rac Seexeba iaponias, APEC warmo-

adgens erTaderT integraciul gaerTianebas, sa-

dac gawevrianebulia es qveyana. aucilebelia av-

RniSnoT is faqtic, rom APEC-Si Sedian Crdilo-

eT koreis respublika da taivani, romelTa So-

ris rTuli urTierToba moiTxovs xelsayrel

sagareo pirobebs.

• mesame, integracia azia-wynari okeanis regionSi

moicavs subregionul ekonomikur kavSirebs

(ASEAN, NAFTA, samxreT-wynari okeanis forumi

da a.S.) e.i. uSvebs sxvadasxva donis integracias,

magaliTad sagareo vaWrobis liberalizaciis

donis mixedviT.

• meoTxe, wynari okeanis ,,Ria regionalizmis~ ide-

ologia ixilavs regionul integracias, rogorc

ekonomikuri globalizmis elements. amasTan er-

Tad, msoflio ekonomikis evolucia vlindeba,

rogorc TandaTanobiTi gaerTianebis da regio-

nuli ekonomikuri kavSirebis urTierTSeWris

procesi. ,,Ria regionalizmis~ koncefcia gu-

lisxmobs, agreTve, rom wynari okeanis regionis

SigniT moixsneba SezRudvebi saqonlis, kapita-

lis, samuSao Zalis moZraobaze, miiReba valde-

bulebebi proteqcionizmis uaryofis mimarT,

stimulirdeba Sigaregionuli ekonomikuri kav-

Sirebi.

203

APEC-is ganviTarebis perspeqtivebi da integraciu-

li procesebi am organizaciis farglebSi momdevno wle-

bisTvis ixileba sam variantad:

pirveli — APEC-is ganviTareba ganxorcieldeba bo-

gorSi miRebuli scenariT (1994, indonezia). mis Sesabami-

sad Seiqmneba Tavisufali vaWrobis zona da moxdeba inves-

ticiuri sferos liberalizacia 2020 wlamde (industriu-

lad ganviTarebuli qveynebisTvis 2010 wlamde), agreTve

sabaJo tarifebis Semcireba ganxorcieldeba GATT/WTO-s

farglebSi miRebuli SeTanxmebis Sesabamisad.

meore — rogorc specialistebi Tvlian, yvelaze Se-

saZlebeli variantia, APEC-s mieniWos forumis funqcia

regionSi savaWro problemebis gadasawyvetad. am Sem-

TxvevaSi warmoiqmneba dava ukve arsebuli SeTanxmebebis

Sesrulebis mimdinareobis Sesaxeb, rac gamoiwvevs orga-

nizaciis dasustebas. am pirobebSi gaizrdeba sxva regio-

nuli integraciuli dajgufebebis roli, iqidan gamomdi-

narec, rom zogierTi qveynis wili subregionul gaerTia-

nebebSi SedarebiT maRalia da isini SeiZleba iqcnen

mTlianad regionSi integraciuli procesebis daCqare-

bulad ganviTarebis Tavisebur RerZad. ase arse-

bobs ,,zrdis samkuTxedi~ — samxreT CineTis ekonomikuri

zona (koreis respublika, honkongi, taivani); ,,zrdis oq-

ros samkuTxedi~ (indonezia, malaizia, singapuri); iapo-

niis zRvis auzis qveynebis ekonomikuri zona; indoCine-

Tis ekonomikuri zona.

mesame varianti ar gamoricxavs proteqcionistuli

ganwyobilebebis ganaxlebas aSS-Tan da evrokavSirTan,

rac Seaferxebs msoflio vaWrobis liberalizacias da

SeiZleba SezRudos integraciuli procesebi aziuri

qveynebis farglebSi.

30 wlis ganmavlobaSi warmatebulad moqmedebs sam-

xreT-aRmosavleT aziis qveynebis asociacia (ASEAN), ro-

melSic Sedis erT-erTi aziuri ,,drakoni~—singapuri, ag-

reTve, axali industriuli qveynebis ,,axali talRa~—ma-

204

laizia, indonezia, tailandi, brunei da filipinebi. am

jgufis farglebSi urTierTTanamSromlobis warmateba

mWidrod ukavSirdeba ASEAN-is umetesi monawile qveynis

ekonomikuri zrdis maRal temps, agreTve, maTi ganviTa-

rebis Tanabar doneebs, adreuli istoriuli tradicie-

biT damyarebul urTierTsavaWro kavSirebs da Tanam-

Sromlobis daregulirebul formebs.

ASEAN Seiqmna 1967 wels bangkokis deklaraciis

xelmoweris Semdeg da misi mizania wevri-qveynebis socia-

lur da ekonomikur ganviTarebaze zemoqmedeba, mrewve-

lobisa da soflis meurneobis dargebSi TanamSromloba,

erToblivi samecniero-kvleviTi samuSaoebis Catareba

da a.S. 1976 wels miRebuli iqna SeTanxmeba samxreT-aRmo-

savleT aziis qveynebis megobrobisa da TanamSromlobis

Sesaxeb da ASEAN-is deklaracia. asociaciis farglebSi

TanamSromloba xorcieldeba aRniSnuli dokumentebis

safuZvelze.

ASEAN-is umaRles organos warmoadgens saxelmwi-

fos da mTavrobis meTaurTa konferencia, romelic 3 we-

liwadSi erTxel tardeba, xolo centraluri xelmZRva-

neli organoa sagareo saqmeTa ministrebis yovelwliuri

Sexvedra. ASEAN-is farglebSi ramdenime specializebu-

li dawesebuleba funqcionirebs, rogoricaa sanaosno

asociacia, sabanko sabWo, safinanso korporacia da a.S.

ASEAN-is samdivnos generaluri mdivani xelmZRvanelobs,

romelic sam weliwadSi erTxel iniSneba.

ASEAN-ma 2000 wlisTvis sabaJo barierebi Seamcira

wevr-qveynebs Soris, saSualod 5%-mde 38 aTasi dasaxe-

lebis saqonelisaTvis. dagegmilia TanamSromlobis gaZ-

liereba usafrTxoebis, finansebis, telekomunikaciebis,

turizmis, ekologiis, soflis meurneobis, transportis

da jandacvis sferoebSi. politikis TvalsazrisiT nava-

raudevia mSvidobis, Tavisuflebis da neitralitetis

regionis Camoyalibeba, TanamSromlobis gaRrmaveba av-

205

straliasTan, kanadasTan, evrogaerTianebasTan, iaponi-

asTan, samxreT koreasTan da aSS-Tan.

integraciisken miswrafeba, mWidro urTierTTanam-

Sromlobis survili SeiniSneba sparseTis yuris arabul

qveynebs Soris.

1981 w. Seiqmna da funqcionirebs rigi arabuli qvey-

nebis TanamSromlobis sabWo, romelic aerTianebs sau-

dis arabeTs, kuveits, katars, bahreins, arabTa gaerTia-

nebul saemiroebs da omans (,,navTobis Svideuli~). 1992 w.

Seiqmna centraluri aziis saxelmwifoTa ekonomikuri

TanamSromlobis organizacia, misi Seqmnis iniciatore-

bi arian irani, pakistani da TurqeTi. es organizacia, da-

maarsebelTa azriT, unda gaxdes momavali centraluri

aziis saerTo bazris pirvelsaxe, romelmac unda moicvas

damoukidebel saxelmwifoTa Tanamegobrobis musulma-

nuri saxelmwifoebic: Sua aziis qveynebi, yazaxeTi da

azerbaijani.

6.10. ekonomikuri integraciuli dajgufebebis

Camoyalibebis perspeqtivebi afrikaSi

afrikis saxelmwifoebi integraciuli procesebis

ganviTarebas cdiloben TavianT kontinentze. 1989 w. af-

rikis kontinentis CrdiloeT nawilSi Seiqmna arabuli

qveynebis, alJiris, libiis, mavritaniis, marokos da tuni-

sis gaerTianeba. xelSekruleba am kavSiris Sesaxeb iTva-

liswinebs farTomasStabian ekonomikur TanamSromlobas

regionuli integraciis doneze. magram CrdiloeT afri-

kis regioni warmoadgens xuT nacionalur sazRvrebSi Ca-

ketil, erTimeorisagan gancalkevebul bazars.

ekonomikuri integraciisaken sxva afrikul saxel-

mwifoTa miswrafeba niSnavs CamorCenili, erTmaneTTan

ekonomikuri kavSiris armqone qveynebis mcdelobas afri-

kis calkeul subregionSi Seqmnan Sesaferisi pirobebi

206

mrewvelobis ganviTarebisTvis, romelic orientirebuli

iqneba Sida bazris ZiriTadi moTxovnilebebis dakmayofi-

lebaze. ayalibeben ra ekonomikur da sabaJo kavSirebs,

afrikis saxelmwifoebi gegmavdnen makoordinirebeli

politikis safuZvelze ganeviTarebinaT urTierTSoris

ekonomikuri kavSirebi.

afrikaSi integraciuli procesebis praqtika, rome-

lic afrikis saxelmwifoTa meTaurebis TanamSromlobas

gulisxmobs, gviCvenebs, rom Raribi da CamorCenili qvey-

nebis ekonomikuri TanamSromloba, tradiciuli formiT,

ar iZleva siRaribis mojadoebuli wridan gamosvlis sa-

Sualebas, ar uzrunvelyofs sagrZnob progress. miuxe-

davad yovelive amisa, afrikis saerTo bazris idea isev

popularulia kontinentze.

prioritetuli moTxovnilebis gaTvaliswinebiT

sul ufro didi yuradReba eniWeba afrikuli ekonomi-

kuri Tanamegobrobis etapobrivad Seqmnis Sesaxeb Se-

Tanxmebis realizacias, romelic ZalaSi Sevida 1994 wlis

maisSi. 6 etapiT igegmeba Seqmnas afrikuli ekonomikuri

Tanamegobroba 34 wlis ganmavlobaSi. amasTan, radgan Ta-

namegobrobis mTavar elements warmoadgens ukve arsebu-

li subregionuli dajgufebebi, kerZod: dasavleT afri-

kuli saxelmwifoebis ekonomikuri Tanamegobroba; aR-

mosavleT da samxreT afrikis saerTo bazari; samxreT

afrikis ganviTarebis Tanamegobroba; centraluri af-

rikis sabaJo da ekonomikuri kavSiri, 20 wlis ganmavlo-

baSi upirvelesad yuradReba unda mieqces maTi SeTanxme-

buli saqmianobis ganmtkicebas da gaZlierebas.

dasavleT afrikaSi SeimCneva dasavleT afrikis sa-

xelmwifoebis ekonomikuri Tanamegobrobis saqmianobis

aqtiuroba, romlis mizania regionSi saerTo bazris eta-

pobrivi Camoyalibeba. dasavleT afrikis ekonomikuri

Tanamegobroba Seiqmna 1975 wels. mis SemadgenlobaSi Se-

dis 16 saxelmwifo. ivlisSi 1995 wels, me-18 samitze ga-

mocxadda ganaxlebuli SeTanxmebis ZalaSi Sesvlis Sesa-

207

xeb, romelzec am subregionis rigi saxelmwifoebi mTel

imedebs amyarebdnen: TanamSromlobis Semdgomi gaaqtiu-

rebis da integraciis gaRrmavebis, kerZod, SeTanxmebebis

realizaciis gziT, adamianebis da saqonlis Tavisufali

gadaadgilebis, vaWrobisa da satransporto qselis gan-

viTarebis, erTiani parlamentis da erToblivi tribuna-

lis Seqmnis, erTiani valutis SemoRebis Sesaxeb. Taname-

gobrobis gegmebis Sesruleba siZneleebTan aris dakavSi-

rebuli, rac ganpirobebulia saxelmwifoebis ekonomiku-

ri ganviTarebis doneTa gansxvavebiT, maTi araerTgvaro-

vani damokidebuleba ekonomikuri, finansuri, savaWro da

sxva amocanebis gadasaWrelad samTavrobo da sabazro me-

qanizmebis gamoyenebis Taobaze. am dajgufebis efeqtia-

nobis amaRlebas mniSvnelovnad aferxebs metoqeoba

frangul da inglisurenovan qveynebs Soris da maTi mWid-

ro damokidebuleba Zvel metropoliebze, agreTve Siga

problemebi nigeriaSi, romelic warmoadgens integraci-

uli procesebis ,,lokomotivs~ dasavleT afrikaSi.

1993 wlis noemberSi q. kampalaSi (uganda) xelmowe-

rili iqna SeTanxmeba, rom preferenciuli vaWrobis zona

modificirebuliyo aRmosavleT da samxreT afrikis sa-

erTo bazrad, romlis gegmebSi iyo 2000 wlisTvis saerTo

bazrisa da 2020 wlisTvis savaluto kavSiris formireba,

ekonomikur, iuridiul da administraciul sferoSi Ta-

namSromloba. saerTo bazris Seqmnis idea iTvaliswinebda

samxreT afrikis ganviTarebis Tanamegobrobisa da pre-

ferenciuli vaWrobis zonis Serwymas, magram 1994 wlis

agvistoSi samitze miiRes gadawyvetileba ori organiza-

ciis— samxreT da aRmosavleT afrikis saerTo bazrebis

daarsebis Sesaxeb. amasTan, saerTo bazris Camoyalibeba

am afrikul regionSi gaZnelebulia imiT, rom qveynebs

Soris mniSvnelovani gansxvaveba SeiniSneba ekonomikur

ganviTarebaSi; politikuri mdgomareoba da savaluto-

safinanso sfero arastabiluria.

208

samxreT afrikis ganviTarebis Tanamegobroba — 1992

wlis konferenciis bazaze Seqmnili politikur-ekonomi-

kuri regionuli blokia, romelic Seexeboda 1980 wlidan

moqmed samxreT afrikis qveynebis ganviTarebis koordi-

nacias. am droisTvis gaerTianebaSi Sedis 12 saxelmwifo.

damfuZnebelTa CanafiqriT TanamSromlobis ganviTareba

unda midiodes ,,moqnili geometriis~ principiT da in-

tegraciuli procesebis gansxvavebuli tempebiT, ro-

gorc calkeul qveynebs Soris, aseve qveynebis jgufebs

Soris Tanamegobrobis SigniT. am droisTvis Tanamegob-

robaSi iReben zomebs yvelasaTvis misaRebi investiciuri

klimatis, sagadasaxado da sabaJo kanonmdeblobis Tanda-

TanobiT unifikaciis Sesaxeb.

integraciuli procesebi samxreT afrikaSi mimdina-

reobs Znelad, xvdeba obieqturi da subieqturi xasiaTis

barierebi. regionSi, sadac ganlagebulia SedarebiT per-

speqtiuli qveynebi, SenarCunebulia seriozuli gansxva-

vebebi ekonomikur da socialur ganviTarebaSi, Siga da

sagareo prioritetebSi, rasac xSirad emateba saxelmwi-

fo liderebis kerZo ambiciebi. ra Tqma unda, subregio-

nuli ganviTarebis xasiaTi bevrad ganisazRvreba samxreT

afrikis respublikis poziciebiT, romelic ekonomiku-

rad yvelaze Zlieri qveyanaa regionSi. Secdoma ar iqneba

Tu vityviT, rom saerTo bazris transformacia realur

mtkice integraciul dajgufebad moiTxovs gansaz-

Rvrul dros.

centralur afrikaSi ekonomikuri integraciis

TvalsazrisiT met-naklebad dinamikurad viTardeba cen-

traluri afrikis sabaJo da ekonomikuri kavSiri, romlis

SemadgenlobaSia 6 qveyana. 30 wlis arsebobisas Sidaregi-

onuli vaWroba gaizarda 25-jer, SemoRebulia erTiani

sagareo sabaJo tarifi, erToblivi monawileobis safuZ-

velze ,,franguli frankos zonaSi~ Seqmnilia centralu-

ri afrikis savaluto kavSiri. misi centraluri institu-

tia centraluri afrikis saxelmwifoebis banki. sabaJo da

209

ekonomikuri kavSiris farglebSi moqmedebs sakredito

TanamSromlobis organoebi: centraluri afrikis saxel-

mwifoebis ganviTarebis banki da solidarobis fondi.

mocemuli ekonomikuri dajgufebebis ganviTarebis

problemebs unda mivaweroT ekonomikuri ganviTarebis

gansxvavebuli done, nacionaluri ekonomikebis erTsa-

xovneba da susti diversifikacia, infrastruqturis ga-

nuviTarebloba, rig qveynebSi politikuri arastabilu-

roba.

ganviTarebadi qveynebis TanamSromlobaze, maT in-

tegraciisadmi miswrafebaze laparakisas mxedvelobaSi

unda miviRoT, rom realuri integraciuli procesebi

jer-jerobiT sustia da gansxvavdeba erTmaneTisagan xa-

siaTiT, mamoZravebeli faqtorebiT, ganviTarebis tempiT.

ganviTarebadi qveynebis umravlesoba praqtikulad imyo-

feba integraciuli procesebis gareT. ganviTarebadi

qveynebis ekonomikuri TanamSromloba warmoadgens mxo-

lod realuri integraciuli procesebis mosamzadebel

safexurs.


1. CamoayalibeT saerTaSoriso ekonomikuri organiza-

ciis klasifikaciis maCveneblebi;

2. daaxasiaTeT gaeros sistema da funqcionirebis meqa-

nizmi;

3. ra miznebi aqvs ekonomikuri TanamSromlobisa da gan-

viTarebis organizacias?

4. axseniT vaWrobis msoflio organizaciis ZiriTadi

dokumentebis Sinaarsi da saerTaSoriso vaWrobis ma-

regulirebeli reJimebi.

5. CamoayalibeT evrokavSiris integraciis Tavisebure-

bebi evoluciis calkeul etapebze.

210

6. gaaanalizeT saqarTvelos monawileobis sakiTxi da-

moukidebel saxelmwifoTa TanamegobrobaSi.

7. ra ZiriTadi miznebi aqvT Crdiloameriul Tavisufa-

li vaWrobis asociacias da MERCOSUR-s?

8. ra Tavisebulebebi axasiaTebs integraciuli proce-

sebis ganviTarebas afrikis kontinentze?

literatura:

1. veSapiZe S., lekaSvili e., griSikaSvili a., aslamaziSvi-

li n., msoflio ekonomika, Tb., 2008;

2. movsesiani a. g., ognivcevi s.b., msoflio ekonomika,

Targmani S. veSapiZis mier, saxelmZRvanelo, Tb., 2003;

3. qarumiZe i., saerTaSoriso organizaciebi, Tb., 1999;

4. vaSakiZe z., lekaSvili e., saqarTvelo saerTaSoriso

ekonomikuri xelSekrulebebSi, ekonomikisa da menej-

mentis konsultantTa asociaciis gamomcemloba, Tb.,

2007;

5. vaSakiZe z., lekaSvili e., saqarTvelo saerTaSoriso

ekonomikuri organizaciebSi, ekonomikisa da menej-

mentis konsultantTa asociaciis gamomcemloba, Tb.,

2008;

6. vaSakiZe z., lekaSvili e., saqarTvelo ormxriv ekono-

mikuri xelSekrulebebSi, ekonomikisa da menejmentis

konsultantTa asociaciis gamomcemloba, Tb., 2008;

7. lekaSvili e., Crdiloamerikuli Tavisufali vaWrobis

asociacia: Tanamedrove mdgomareoba da ganviTarebis

perspeqtiva, iv.javaxiSvilis Tsu, amerikis Seswavlis

centri, amerikis Seswavlis saqarTvelos asociacia —

saqarTveloSi SeerTebuli Statebis prezident jorj

buSis vizitisadmi miZRvnili amerikaTmcodneobis yo-

velwliuri VII saerTaSoriso konferencia; Tb., 10 — 12

maisi, 2005;

211

8. lekaSvili e., MERCOSUR–is (samxreT amerikis saerTo

bazris) ganviTarebis perspeqtiva, saerTaSoriso biz-

nesis fakultetis samecniero - kvleviTi Sromebis

krebuli, Tu gamomcemloba, Tb., 2004;

9. fonteni p., evropis gaerTianebis axali idea, Sumanis

deklaracia 1950-2000. Tb., 2008;

10. zarandia j., msoflio regionuli ekonomikuri integ-

raciuli dajgufebebis sakiTxisaTvis, J. saqarTve-

los ekonomika, 2010 wlis 1-2;

11. Wilfred Ethier, Modern International Economics, 1983; 12. Doha Declaration, WTO,2008, ISBN 978-92-870-3447-2; 13. WTO Discussion Papers, WTO, N2, Improving hr Availability of

Trade Finance during Financial Crisis, 2009 - III; 14. WTO Discussion Papers, WTO, N1, Industrial Tariffs and the Doha

Development Agenda, 2009-I; 15. WTO Discussion Papers, WTO, N13, Fulfilling the Marrakesh

mandate on coherence: ten years of cooperation between the WTO,IMF and World Bank by Marc Auboin, 2008-VIII;

16. WTO-Annual Report, 2008

17. The Legal Taxes, The Result of the Uruguay Round of Multilateral Negotiations, WTO, 2004;

18. Opening Markets for Trade in Services, Countries and sectors in Bilateral and WTO Negotiation, Cambridge,2008;

19. Paul B. Stephan III , Don Wallace, jr., Julie A. Roin, International Business and Economics;

20. Low and Policy, Contemporary Level, Education Series, 1993; 21. Paul B. Stephan III, Don Wallace, jr. Julie A. Roin, Documents for

International Business and Economics, 1993; 22. A.I. Macbean and P.N.Snowden., International Institutions in Trade

and Finance, London, 1982; 23. C.Fred Bergsten ,America in the World Economy, A strategy for

the 1990s. Washington 1988;. 24. Joseph Grunwald, Keneth Flamm The Global Factory Foreign

Assembly in International Trade, 1985;

212

25. Carl A Nelson, Exporting, A Manager’s Guide to the World Market, Global Manager Series,1999;

26. A Basic Guide to Exporting, Compiled U.S. Department of Commerce, NTC Business Books,1996;

27. International Business, Competing in the Global Marketplace, Charles W.L.Hill, 6-the ed, 2007;

28. International Business, The Challenge of Global competition, Ball, McCulloch, Geringer, Minor,McNett,11-th ed. 2008;

29. И. П. Гурова, Мировая Экономика, 2002; 30. Международное Регулироваиие Внешнеэкономической

Деятелности. Минск., 2005; 31. Р.Грифин, М.Пастей, Международний бизнес.4-е изд.

ПИТЕР, 2006; 32. Bakker, International Financial Institutions. Longman, 1996.

internet-resursebi:

Bureau of Economic Analysis Currency and Exchange Rate Information from OANDA Dr. B's Wide World of Web Data Federal Reserve Economic Data (FRED) National Bureau of Economic Research Penn World Tables Union Bank of Switzerland U.S. Central Intelligence Agency World Factbook 1999 U.S. Federal Government: Fedstats White House Economic Statistics Briefing Room

213

Tavi VII

saerTaSoriso biznesis strategiuli

marTva


1. saerTaSoriso strategiuli amocanebi da elementebi;

2. saerTaSoriso strategiis SemuSaveba;

3. saerTaSoriso strategiuli doneebi;

4. sagareo bazarze SeRwevis strategiebi.

7.1. saerTaSoriso strategiis

amocanebi da elementebi

Tanamedrove msoflio bazarze kompaniam, rom gaZ-

los, saWiroa swrafad gamoiyenos biznesis gaZRolis yve-

la is xelsayreli SesaZlebloba, romelic warmoiqmneba

msoflios nebismier wertilSi da amasTan erTad, drou-

lad moaxdinos reagireba rogorc Siga, ise sagareo ba-

zarze momxdar uaryofiT cvlilebebze. amocanis aseTi

dasma moiTxovs korporaciuli misiisa da misi miRwevis

gzebis naTlad gansazRvras, agreTve sxva kompaniebTan

konkurentuli brZolis efeqtiani meTodebis SemuSaveba-

sa da gamoyenebas. kompaniis konkurentuli poziciis gan-

sazRvra saWiroebs kompaniis im Zlieri da susti mxaree-

bis gulmodgined Sefasebas, romlebic mas gaaCnia konku-

rentebTan SedarebiT.

imisaTvis, rom gadaiWras CamoTvlili da sxva prob-

lemebi, saerTaSoriso kompaniaTa menejerebma unda gamo-

iyenon strategiuli menejmentis meTodebi da wesebi

(xerxebi). saerTaSoriso strategiuli menejmenti war-

moadgens kompleqsur, ganuwyvetel mmarTvelobiT pro-

cess, romelic SesaZleblobas aZlevs kompanias efeqtia-

214

nad gawios konkurencia saerTaSoriso bazarze. konku-

rentuli saerTaSoriso strategiis SemuSavebis process

xSirad uwodeben strategiul dageegmvas. strategiuli

gegmebis SemuSaveba, rogorc wesi, Sedis kompaniis umaR-

lesi xelmZRvanelobis kompetenciaSi, romlebic TavianT

movaleobebs asruleben kompaniis saTavo ofisSi.

saerTaSoriso strategiuli menejmenti iTvaliswi-

nebs gansxvavebuli saerTaSoriso strategiebis SemuSa-

vebas, romelic kompaniis fundamentur amocanaTa gadaw-

yvetis kompleqsur safuZvels warmoadgens. kompaniebma

rogorc Siga, ise sagareo bazrebze konkurentuli brZo-

lis strategiebis SemuSavebisas unda upasuxon iseT kiT-

xvebs, rogoricaa: kompania romeli saqonlisa da momsaxu-

rebis gayidvas iTvaliswinebs? sad da rogor unda gan-

xorcieldes am saqonlisa da momsaxurebis warmoeba? sad

da rogor unda moxdes kompaniis saqonlisa da momsaxure-

bis realizacia? sad da rogor unda SeiZinos kompaniam

saWiro resursebi? rogor apirebs kompania Tavisi konku-

rentebis jobnas (daZlevas)?

magram sinamdvileSi, cnobili mizezebis gamo, saer-

TaSoriso strategiis SemuSaveba ramdenadme ufro rTu-

li procesia, vidre kompaniis samamulo bazarze saqmiano-

bis strategiis formireba. saerTaSoriso kompaniebs kon-

kutrentuli upiratesobis miRwevisaTvis SeuZliaT ga-

moiyenon sami wyaro, romlebic miuwvdomelia mxolod

TavianT qveyanaSi moqmedi kompaniisaTvis. esenia:

efeqtianobis amaRleba globalizaciis xarjze.

saerTaSoriso kompaniebs SeuZliaT TavianTi saqmianobis

efeqtianoba aamaRlon mTeli rigi im RonisZiebebis meS-

veobiT, romlebic miuwvdomelia kompaniebisaTvis, rom-

lebic mxolod erT qveyanaSi moqmedeben. kerZod, maT

efeqtianobis amaRleba SeuZlia sxvadasxva qveyanaSi sa-

warmoo simZlavreTa optimaluri ganlagebis safuZvelze,

rac uzrunvelyofs produqciis warmoebisa da gasaRebis

danaxarjebis dabali donis miRwevasa da momxmarebelTa

215

momsaxurebis xarisxis amaRlebis SesaZleblobas. saerTa-

Soriso kompaniebs agreTve SesaZlebloba eZlevaT warmo-

ebis danaxarjebi Seamciron maStabis ekonomiis saSuale-

biT, rac miiReba maT mier ramdenime qveynis bazrebis mom-

saxurebis safuZvelze.

mravalerovnuli moqniloba. rogorc cnobilia,

msoflios sxvadasxva qveyanaSi biznesis ganxorcielebis

gansxvavebuli politikuri, ekonomikuri, samarTlebrivi

da kulturuli pirobebi arsebobs. amasTan, mudmivad mim-

dinareobs am pirobebis cvlileba, amitomac saerTaSori-

so kompaniebs aucileblad uwevT am mravalricxovan

cvlilebebTan adaptireba, maSin, roca samamulo kompani-

ebs cvlilebebze reagirebas axdenen mxolod erTi qvey-

nis ekonomikur garemoSi. saerTaSoriso kompaniebma erT

qveyanaSi warmoqmnili problema SeiZleba gadaWran sxva

qveynebis bazrebze Seqmnili SesaZleblobebis gamoyene-

bis safuZvelze.

msoflio masStabiT dagrovili da gadacemuli ga-

mocdileba. im mravalferovanma pirobebma, romlebSic

funqcionireben saerTaSoriso kompaniebi, SeiZleba xeli

Seuwyos kompaniebSi gamocdilebis dagrovebas da bizne-

sis gaZRolisas gamoiyenon gansxvavebuli meTodebi sxva-

dasxva qveynebSi.

dasaxelebuli miznebis (globaluri efeqtianoba,

mravalerovnuli moqniloba da globaluri swavleba) da-

balansebulad misaRwevad mravalerovnuli korporacie-

bi sargebloben (xelmZRvaneloben) oTxi strategiuli

alternatividan erT-erTiT, esenia:

biznesis gaZRolis modelis dublirebis strate-

gia, romliTac sargeblobs kompania Tavis qveyanaSi. xel-

mZRvanelobs ra am strategiiT, kompania iyenebs Tavis

sakvanZo kompetencias, anu misTvis damaxasiaTebel, Tavis

qveyanaSi miRweul upiratesobas, sazRvargareTis qveyne-

bis bazrebze konkurentuli brZolisas. sxva sityvebiT,

kompania cdilobs moaxdinos sazRvargareTis bazrebze

216

im biznes-modelis dublireba, romelic aRmoCnda warma-

tebuli Siga bazarze. magaliTad, biznesis nacionaluri

modelis dublirebis strategia, romelsac miyveba kom-

pania Mercedes-Benz, gulisxmobs farTod cnobili brendi-

sa da kompaniis reputaciis gamoyenebas, romelic uSvebs

kargad konstruirebul umaRlesi klasis avtomobils da

romelsac SeuZlia uzrunvelyos usafrTxo moZraoba ma-

Rali siCqaris dros. kompaniam gadawyvita esargebla baz-

ris swored am segmentiT Tavisi avtomobilis sazRvarga-

reT gasayidad.

multilokaluri strategia aris kidev erTi al-

ternatiuli SesaZlebloba, romelic saerTaSoriso kom-

paniebs TavianT gankargulobaSi gaaCniaT. multiloka-

luri korporacia warmoadgens SedarebiT daukidebel

Svilobil kompaniebs, romelTagan TiToeuli maTgani

akontrolebs romelime konkretul Siga bazars. calke-

ulma maTganma aucilebelia operatiulad moaxdinos re-

agireba adgilobriv bazarze warmoSobil cvlilebebze.

amitom dedobili kompania, rogorc wesi, aniWebs did uf-

lebamosilebas sxvadasxva qveynebSi moqmed Svilobil

kompaniebs. es strategia mniSvnelovnad amcirebs saqon-

lis transportirebisa da komunikaciis xarjebs.

globaluri strategia. globaluri korporacia,

romelic iyenebs globalur strategias, msoflios erTi-

an bazrad aRiqvams da Tavisi miznis safuZvlad miiCnevs

standartuli saqonlisa da momsaxurebis Seqmnas, romle-

bic upasuxeben mTeli msoflios momxmarebelTa moTxov-

nebs. globaluri strategia praqtikulad Tavisi arsiT

multilokaluri strategiis sawinaaRmdegos warmoad-

gens. multilokaluri strategiis ZiriTadi elementia

varaudi imis Sesaxeb, rom sxvadasxva qveynis momxmareb-

lebs Soris arsebobs fundamenturi gansxvavebebi, rom-

lebic ganapirobeben multilokaluri korporaciebis

saqmianobis specifikur meTodebs. imavdroulad globa-

luri strategiis mimdevar korporaciebs miaCniaT, rom

217

momxmareblebi maTi erovnulobis miuxedavad erTmane-

Tisgan ar gansxvavdebian. globaluri korporacia is-

wrafvis ekonomia miiRos produqciis warmoebisa da gasa-

Rebis maStabebis gafarToebiT, rasac Tan unda mohyves

globaluri sareklamo da marketinguli kampaniis gafar-

Toeba.

transnacionaluri strategia. am strategiis gan-

maxorcielebeli korporaciis saqmianoba dafuZnebulia

globaluri strategiisa da multilokaluri strategi-

is upiratesobaTa Serwymaze. korporaciebi, romlebic

axorcieleben transnacionalur strategias, cdiloben

es amocana gadawyviton uflebamosilebaTa centraliza-

ciis Tu decentralizaciis sakiTxisadmi araformaluri

midgomis meSveobiT. es midgoma efuZneba ama Tu im amoca-

naTa Sesrulebaze pasuxismgeblobis gulmodgined gana-

wilebas im organizaciul qvedanayofebs Soris, romleb-

sac gaaCniaT unari erTdroulad saukeTesod uzrunvel-

yon kompaniis muSaobis efeqtianoba da misi moqniloba.

kompanias, romelic iyenebs transnacionalur strategi-

as, SeuZlia mmarTvelobiTi funqciebis im nawilis cen-

tralizeba, romlebic dakavSirebulia mmarTvelobiTi

gadawyvetilebebis miRebasTan saTavo ofisSi. imave dros

sxva mmarTvelobiTi funqciebis Sesrulebaze pasuxis-

mgebloba, rogoricaa marketingisa da personalis marTva,

SeiZleba daekisros adgilobrivi Svilobili kompaniebis

xelmZRvanelebs. aseTi decentralizacia saSualebas iZ-

leva mxedvelobaSi iqnes miRebuli erovnuli kulturisa

da biznesis garemos gaZRolis Taviseburebebi. magali-

Tad, korporacia Microsoft-Si axali programuli produq-

tebis SemuSaveba ZiriTadad xorcieldeba aSS-Si, maSin

roca maTi gasaRebis pasuxismgebloba ekisreba sazRvar-

gareTul Svilobil kompaniebs.

kompaniis internacionalizaciis saerTo strategi-

uli koncefciis gansazRvris Semdeg, saerTaSoriso

strategiul dagegmvaze momuSave menejerebma, unda daiw-

218

yon kompaniis strategiis oTxi sabazo elementis identi-

fikacia. am elementebs miekuTvneba: kompaniis gansakuT-

rebuli kompetencia ama Tu im sferoSi, kompaniis saqmia-

nobis sfero, resursebis gamoyeneba (gadawileba) da si-

nergia.

gansakuTrrebuli kompetencia, rogorc saerTaSo-

riso strategiis pirveli elementi, gansazRvravs kompani-

is unars, miaRwios gamorCeul Sedegebs saqmianobis ama Tu

im sferoSi, gansakuTrebiT konkurentebTan SedarebiT.

kompaniis gansakuTrebuli kompetenturoba SeiZleba ga-

movlindes uaxles teqnologiebSi, ganawilebis efeqtian

qselebSi, marTvis mowinave meTodebSi, farTod cnobil

brendebSi da sxv. gansakuTrebuli kompetenciis arseboba

warmoadgens aucilebel pirobas sazRvargareTis bazreb-

ze konkurentul brZolebSi warmatebis misaRwevad. aseTi

konkurentuli upiratesobis gareSe ucxour kompanias ga-

uWirdeba gauZloos adgilobrivi kompaniebis konkuren-

cias, romlebmac ukeTesad ician adgilobrivi bazari. ma-

galiTad, gansakuTrebuli kompetencia kompania Disney-s

saSualebas aZlevs miaRwios warmatebebs sazRvargareTis

bazrebze, rac mdgomareobs mis msoflioSi sayovelTaod

cnobil saxelsa da kompaniis imijSi, agreTve Walt Disney-is

personaJebSi. zustad aseve kompiuteruli programebis

sayovelTao xelmisawvdomoba, romelic SeTavsebu-

li ,,Windows~-is ojaxTa operaciul sistemebTan, kompania

Microsoft-s gaaCnia konkurentuli upiratesoba sazRvarga-

reTis qveynebis kompaniebTan SedarebiT.

kompaniis saqmianobis sfero, rogorc kompaniis

saerTaSoriso strategiis meore elementi, gansazRvravs

kompaniis saqmiani interesebis mxares. kompaniis saqmiano-

bis sferom SeiZleba moicvas geografiuli regionebi,

rogoricaa qveynebi, calkeuli qveynis Siga regionebi an

qveynis jgufebi. garda amisa, kompaniis saqmianobis sfe-

ro SeiZleba gavrceldes sabazro an produqtul niSebze

erT an ramdenime regionSi, aseTze, rogoricaa maRalxa-

219

risxiani produqciis bazari, iafi produqciis bazari an

sxva specializebuli bazrebi. kompaniis gankargulebaSi

arsebuli resursebis SezRudulobis gaTvaliswinebiT,

agreTve im faqtis gaTvaliswinebiT, rom bazrebi Tavian-

Ti mimzidvelobis mixedviT gansxvavdebian erTmaneTis-

gan, saerTaSoriso strategiis SemuSavebiT dakavebulma

menejerebma aucilebelia airCion ufro perspeqtiuli

bazrebi TavianTi kompaniisaTvis. cxadia kompaniis saqmia-

nobis sfero amorCeuli unda iyos imis mixedviT, Tu kom-

panias ra mxriv gaaCnia gansakuTrebuli kompenetcia. Tu

kompania gansakuTrebul kompetencias flobs mxolod

gansazRvruli regionis farglebSi an produqtebis gar-

kveul jgufSi, kompaniis saqmianobis sferom unda moic-

vas swored is mxare, sadac flobs gansakuTrebul kompe-

tencias. magaliTad, kompania Disney-s saqmianobis geogra-

fiuli garemo Tematuri parkebis Seqmnis mixedviT moi-

cavs iseT qveynebs, rogoricaa aSS, iaponia, safrangeTi.

imave dros kompaniis saqmianobis geografiuli garemo ki-

nogaqiravebisa da saqonlis vaWrobis sferoSi vrcelde-

ba asze meti qveynebis bazrebze.

resursebis gamoyeneba. saerTaSoriso strategiis

mocemuli mesame elementi gansazRvravs kompaniis resur-

sebis ganawilebis wess misi saqmianobis sxvadasxva mimar-

Tulebebs Soris kompaniis konkurentunarianobis uzrun-

velyofis mizniT. resursebis ganawileba SeiZleba ganxor-

cieldes warmoebuli produqciis saxeebis mixedviT, geog-

rafiuli regionebis mixedviT an orive niSnis mixedviT.

strategiuli dagegmvis am etapze aucilebelia ganisaz-

Rvros kompaniis SezRuduli resursebis gamoyenebis mi-

marTulebaTa SefardebiTi prioritetuloba. magaliTad,

kompania Disney—m sakmaod advilad SeZlo, garedan daxma-

rebis gareSe gadaewyvita finansuri problemebi, romelic

warmoiSva parizis disneilendSi. magaliTad, kompaniis

xelmZRvanelobis azriT, es gamoiwvevda resursebis opti-

maluri ganawilebis gegmis Seusruleblobas. garda amisa

220

investiciebis damatebiT dabandebas SeiZleba saSiSroeba

Seeqmna kaliforniaSi parkis mSeneblobis dafinansebisaT-

vis an ABC da ESPN telearxebis SeZenisaTvis.

zogierTi msxvili mravalerovnuli korporacia Ta-

vis resursebs anawilebs mTel msoflioSi. magaliTad,

Sharp Corporation, romlis saTavo ofisi osakaSia, Tavis

eleqtronul produqcias uSvebs 33 kompaniaSi (sawarmo-

Si), romlebic ganlagebulia msoflios 29 qveyanaSi. zo-

gierTi sxva kompania ki amjobineben warmoebis erT qveya-

naSi Tavmoyras. kompania Boeing komerciuli TviTfrina-

vebis saboloo awyobas axorcielebs sietlSi (vaSingto-

nis Stati). kompania Daimler Chrysler-is ,,Mercedes-Benz~ av-

tomobilebis warmoeba Tavmoyrilia germaniaSi; miuxeda-

vaT alabamis StatSi gaxsnili axali qarxnisa, am markis 10

avtomobilidan 9 avtomobili kvlav germaniaSi iwarmoeba.

yvela es kompaniebi yidulobs masalas da yidis maza pro-

duqcias msoflios sxvadasxva qveyanaSi, magram warmoebas

mxolod TavianT qveynebSi ganalageben.

sinergia. igi warmoadgens saerTaSoriso strategi-

is meoTxe elements. esaa biznesis iseTi organizacia,

romlis drosac xdeba erToblivi Sedegis gadideba kom-

paniis biznesis sxvadasxva Semadgenlebis mWidro urTi-

erTqmedebis xarjze. am procesis mizani mdgomareobs ima-

Si, rom Seiqmnas situacia, roca mTliani aWarbebs Semad-

geneli nawilebis jams.

amasTan unda aRiniSnos, rom ufro adre gamocemul

specialur literaturaSi sinergia iwodeboda sinergiz-

mad. me-20 saukunis 60-ian wlebSi kompaniis SigniT saqmia-

nobis saxeebis urTierTkavSiris Sesafaseblad SemoTava-

zebuli iqna sinergizmis koncefcia. pirveladi mniSvne-

lobiT es koncefcia (termini) warmoadgenda gadamamuSa-

vebel mrewvelobaSi warmoebis masStabis ekonomiis prin-

cipebidan sameurneo masStabiT strategiuli ekonomiis

ufro farTo principebze gadasvlas, romlis wyarosac

221

meurneobis strategiuli zonebis (kompaniis Semadgenle-

bis) urTierTmxardaWera warmoadgenda.

sinergiis (sinergizmis) wyaro SeiZleba iyos erTi da

igive sawarmoebis simZlavreebis an saerTo safirmo sam-

saxurebis ukeTesi gamoyeneba maTi urTierTkavSiris ga-

umjobesebis xarjze. sinergiis (sinergizmis) upirateso-

ba ganisazRvreba rogorc ,,2+2=5~. sxvanairad rom iTqvas,

firmis (kompaniis) investiciaTa jamuri ukugeba ufro

metia, vidre yvela misi Semadgenlis ukugebis jamuri maC-

venebeli. magaliTad, kompania Disney-m SeZlo mieRwia war-

matebiTvis aSS-is teritoriaze muSaobis efeqtianobis

amaRlebaSi saqmianobis sxvadasxva mimarTulebis urTi-

erTmoqmedebiT.

7.2. saerTaSoriso strategiebis SemuSaveba

saerTaSoriso strategiuli menejmenti, rogorc

wesi, iyofa or etapad: strategiis formulireba da

strategiis ganxorcieleba. gamartivebuli saxiT es ori

etapi SeiZleba daxasiaTdes Semdegnairad: startegiis

formireba daiyvaneba gadawyvetilebis miRebamde imis

Taobaze, rom kompania unda dakavdes, xolo strategiis

realizacia (ganxorcieleba) niSnavs dasaxul moqmedeba-

Ta praqtikul Sesrulebas.

strategiis formirebis etapze kompaniaSi xdeba

miznebis identifikacia da am miznebis miRwevis strate-

giuli gegmebis SemuSaveba. saerTaSoriso strategiis Se-

muSavebisas kompaniis mier miiReba yovelmxriv awon-da-

wonili gadawyvetileba imis Sesaxeb Tu romel bazarzea

saWiro SeRweva, an romeli bazrebi unda datovos; agreT-

ve, rogor unda uzrunvelyos kompaniis konkurentunari-

anoba calkeul am bazarze.

strategiis realizaciis etapze kompaniaSi muSav-

deba im miznebis miRwevis taqtika, romelic dasaxulia

222

kompaniis winaSe strategiis formirebis procesSi. maga-

liTad, saerTaSoriso kompaniis mier kidev erT qveyanaSi

Svilobili kompaniis organizebis Sesaxeb gadawyvetile-

bis miReba produqciisa da momsaxurebis warmoebis Semd-

gomi gafarToebis mizniT warmoadgens am kompaniis stra-

tegiis formirebis nawils. xolo gadawyvetilebis miReba

imis Taobaze, Tu ra saxis produqcia da momsaxureba unda

awarmoos aq kompaniam, romeli TariRidan unda daiwyos

warmoeba da ra fasebi iqneba dawesebuli produqciasa da

momsaxurebaze, miekuTvneba strategiis realizaciis

etaps. kompaniis strategiis warmatebuli ganxorcieleba

damokidebulia sawarmoo da marTvis organizaciuli

struqturebis gamarTulad muSaobaze.

sxvadasxva saerTaSoriso kompaniaSi saerTaSoriso

startegiis SemuSavebis etapebi SeiZleba ramdenadme gan-

sxvavebuli iyos. miuxedavaT amisa, specialur litera-

turaSi gamoyofen strategiebis SemuSavebis procesis

saerTo etapebs. es etapebia: kompaniis misiis gansazRvra

(formulireba), SWOT-analizis Catareba, strategiuli

miznebis dasaxva, taqtikuri miznebis dasaxva da taqtiku-

ri gegmebis SemuSaveba, kompaniis marTvis saerTo (zogadi

sqemis) SemuSaveba.

misiis gansazRvra. ZiriTadad saerTaSoriso stra-

tegiuli dagegmvis procesi iwyeba kompaniis misiis gan-

sazRvriT, romelSic gamomJRvndeba (mJRavndeba) kompani-

is mTavari mizani, misi Rirebulebebi (faseulobani) da

saqmianobis mimarTulebebi. kompaniis misiis formulire-

ba bevr SemTxvevaSi warmoadgens informaciis gadacemis

saSualebas misi strategiuli kursis Sesaxeb da mimarTu-

lia kompaniis Siga da gare subieqtebisa da aqcionerebi-

sadmi. kompaniis misia aRniSnavs momxmarebelTa miznob-

riv bazrebs da miznobriv segmentebs, ZiriTad saqonelsa

da momsaxurebas saqmianobis geografiul (teritoriul)

sferos, ZiriTad teqnologiebs, konkretuli brZolis

meTodebs, kompaniis ekonomikuri zrdis da momgebianobi-

223

is uzrunvelyofis gegmebs, biznesis gaZRolis fuZemdeb-

lur filosofias, agreTve kompaniis reputaciis (imijis)

amaRlebis gegmebs.

biznesis gaZRolis garemos gamokvleva da SWOT

analizi. saerTaSoriso strategiis SemuSavebis meore

etapze xdeba SWOT-analizis Sesruleba. SWOT warmoad-

gens inglisuri sityvebis ,,strengths, weakneses, opportunities, threats” abreviaturas, rac qarTulad niSnavs ,,Zlieri mxa-

reebi, susti mxareebi, SesaZleblobebi, saSiSroebebi~. Zi-

riTadad SWOT-analizis dawyebisas xdeba biznesis gaZ-

Rolis garemos gamokvleva, anu biznesis gaZRolis yve-

la garegani da Siga ekonomikuri pirobebis Sesaxeb mona-

cemebis sistematizebuli Sekreba, maT Soris xdeba mona-

cemebis mopoveba bazris koniunqturis, normatiul-sa-

marTlebrivi regulirebis, konkurentebis moqmedebis,

warmoebis danaxarjebis da Sromis mwarmoeblurobis Se-

saxeb.

sagareo ekonomikuri garemos Seswavlis specialis-

tebi cdiloben moaxdinon biznesis gaZRolis rogorc

xelsayreli SesaZleblobebis, ise saSiSroebaTa identi-

ficireba, romlebsac SeiZleba waawydes kompania. amisaT-

vis ikribeba monacemebi sxvadasxva bazrebze ekonomikuri,

finansuri, politikuri, samarTlebrivi, socialuri da

konkurentuli pirobebis cvlilebebis Sesaxeb. magali-

Tad, kompania Boeing-is mier Catarebuli biznesis garega-

ni garemos gamokvlevam aCvena, rom sahaero mogzauroba-

ze swrafadmzardi moTxovna CineTSi metad mimzidvels

xdis CineTis bazars, axlad gaxsnil SesaZleblobaTa ga-

moyenebis mxriv. am daskvnis safuZvelze Boeing-is xel-

mZRvanelobam miiRo dadebiTi gadawyvetileba komerciu-

li warmomadgenlobis pekinSi gaxsnis Taobaze. am nabijma

mTlianad gaamarTla, radgan CineTi gaxda am kompaniis

TviTmfrinavebis gasaRebis erT-erTi umniSvnelovanesi

bazari.

224

biznesis garegani garemos Seswavlis procesSi aseve

xorcieldeba monacemebis Sekreba saSiSroebaTa Sesaxeb,

romlebic SeiZleba aRmocendes kompaniis saqmianobaSi.

aseT saSiSroebebs miekuTvneba: bazris zomebis Semcireba,

konkurenciis gaZliereba, arasasurveli axali kanonebisa

da samTavrobo dadgenilebebis miReba, politikuri aras-

tabilurobis Seqmna sakvanZo bazrebze da mravali sxva.

SWOT analizis mimdinareobisas menejerebi agreTve

afaseben biznesis gaZRolis Sida korporaciis pirobeb-

sac anu fasdeba kompaniis Zlieri da susti mxareebi. kom-

paniis Zlier mxareebs miekuTvneba unarianoba (codna) da

gamocdileba, arsebuli resursebi, agreTve is upirate-

sobebi, romelic kompanias gaaCnia konkurentebTan Seda-

rebiT. kompaniam agreTve aucilebelia aRiaros Tavisi

susti mxareebi. kompaniis susti mxareebi SeiZleba iyos

personalis arasakmarisad maRali kvalifikaciis done,

resursebis ukmarisoba da sxva faqtorebi, romlebic am-

cireben konkurentunarianobis dones. kompaniis Zlieri

da susti mxareebis Sefasebis erT-erT meTods warmoad-

gens Rirebulebis Seqmnis jaWvis formireba. es meTodi

gulisxmobs kompaniis saqmianobis saerTo procesis um-

niSvnelovanesi etapebis gamoyofas, rogoricaa — warmoe-

ba, ganawileba (realizacia), marketingi, SromiTi resur-

sebis marTva da a.S. RirebulebaTa Seqmnis jaWvis formi-

reba saSualebas iZleva moxdes konkurentuli upirate-

sobebisa da naklovanebebis identificireba strategiu-

li dagegmvis procesSi. saqmianobis yvela ZiriTadi da

damxmare saxe SeiZleba gaxdes kompaniis konkurentuli

upiratesobis miRebis wyaro an yvelaze susti adgili

konkurenciaSi.

strategiuli miznebi. kompaniis misiis konteqstSi

da agreTve, SWOT-analizis Sedegebi saerTaSoriso

strategiuli dagegmvaSi ZiriTadad daiyvaneba kompaniis

strategiuli miznebis gansazRvraze. strategiuli miz-

nebi — esaa kompaniis winaSe dasmuli amocanebi, romlebic

225

unda Sesruldes moqmedebaTa konkretuli gegmis Tanax-

mad. strategiuli gegmebi unda iyos gazomvadi, miRweva-

di da droSi SezRuduli, anu aucilebelia pasuxi gaeces

kiTxvebs imaze, Tu rogori danaxarjebiT, rogor da ra

droSi iqneba isini miRweuli.

taqtika. strategiuli miznebis gansazRvris Sem-

dgom etaps warmoadgens konkretuli taqtikuri miznebis

gansazRvra da taqtikuri gegmebis SemuSaveba, anu kompa-

niis taqtikis formireba. rogorc wesi, kompaniis taqti-

kis formirebis pasuxismgebloba ekisreba saSualo rgo-

lis menejerebs, romlebic ZiriTad yuradRebas uTmoben

kompaniis strategiuli miznebis SesrulebisaTvis saWi-

ro konkretuli wesebis (xerxebis) SemuSavebas. faqtobri-

vad, masze dayrdnobiT xorcieldeba kompaniis yovel-

dRiuri saqmianobis marTva.

kompaniis saqmianobis marTvis saerTo sqema. kom-

paniis strategiis formirebis bolo etapia kompaniis

saqmianobis marTvis saerTo sqemis SemuSaveba, anu mar-

TvelobiTi da organizaciuli procedurebis erToblio-

bis gansazRvra, romlebmac unda uzrunvelyon kompaniis

winsvla misi strategiuli miznebis miRwevis gzaze.

7.3. saerTaSoriso strategiebis doneebi

rogorc cnobilia, saerTaSoriso masStabiT moqme-

di kompaniebis marTva gacilebiT met siZneleebs awydeba,

vidre mxolod erovnul bazarze myofi kompaniebis mar-

Tva. saerTaSoriso strategiuli menejmentis efeqtianad

ganxorcielebis sirTuleebis gaTvaliswinebiT, mTel

rig saerTaSoriso kompaniebSi da gansakuTrebiT mrava-

lerovnul korporaciebSi, mizanSewoniladaa miCneuli

strategiebis SemuSaveba sami calkeuli donis mixedviT.

kerZod, gamoiyofa saerTaSoriso strategis Semdegi sami

226

done: korporaciuli strategia, biznesstrategia da

funqciuri strategia.

korporaciuli strategia.

korporaciuli strategia, romelsac zogjer por-

tfelur strategiasac uwodeben, gansazRvravs saerTa-

Soriso kompaniis saqmianobis yvela mimarTulebis diapa-

zons. arsebobs korporaciuli strategiis sami tipi, ro-

melTagan romelime tips kompaniam SeiZleba mianiWos upi-

ratesoba gamosayeneblad. esenia: saqmianobis erT saxeze

(mimarTulebaze) orientirebuli strategia, dakavSire-

buli diversifikaciis strategia da daukavSirebeli di-

versifikaciis strategia.

saqmianobis erT saxeze (mimarTulebaze) orienti-

rebuli strategia mogebis miRebas varaudobs erTi mi-

marTulebidan (saxidan), anu erTi saxis produqtis an er-

Ti momsaxurebis warmoebidan. am strategiis yvelaze mniS-

vnelovan upiratesobas warmoadgens is, rom kompanias Se-

uZlia mTeli Tavisi resursebisa da praqtikuli gamocdi-

lebis koncentrireba moaxdinos erTaderTi produqciis

warmoebaze, an erTaderTi momsaxurebis gawevaze (wardge-

naze). meore mxriv, es strategia adidebs kompaniis konku-

rentebis moqmedebebze damokidebulebas. magaliTad, kon-

kurentis mier gamoSvebulma axlma produqtma SeiZleba

misi erTaderTi produqti moZvelebuli gaxados. miuxeda-

vad amisa, bevri kompania iyenebs am strategias.

dakavSirebuli diversifikaciis strategia kor-

poraciuli strategiis ufro gavrcelebuli tipia, ro-

melic gvTavazobs kompaniis erTdroul saqmianobas ram-

denime sxvadasxva monaTesave dargsa an monaTesave baza-

rze. es strategia kompanias SesaZleblobas aZlevs gamoi-

yenos Tavisi gansakuTrebuli kompetenciebi saqmianobis

erTi mimarTulebiT, an erT bazarze konkurentunariano-

bis asamaRleblad. dakavSirebuli diversifikaciis miza-

ni, agreTve sabazo kavSirebi saqmianobis sxvadasxva mi-

marTulebebs Soris, umetes SemTxvevaSi ganisazRvreba

227

kompaniis misiiT. magaliTad, sastumroebis biznesis ope-

ratori kompania Acxor SA, romelic Tavisi sididiT meo-

rea msoflioSi, Tavis saqmianobaSi iyenebs dakavSirebu-

li diversifikaciis strategias. sasicocxlo ciklis saw-

yis etapze es kompania, romlis saTavo ofisi parizSia,

warmodgenili iyo restornebis qseliT. SemdgomSi daiw-

yo umaRlesi kategoriis qselis, agreTve saxalxo sas-

tumroebis SeZena. imisaTvis, rom SeenarCunebina restor-

nebisa da sastumroebis nomrebis maRali doniT datvir-

Tva kompaniam gadawyvita dasaqmebuliyo agreTve organi-

zebuli turizmiT da avtomobilebis gaqiravebiT. tu-

rizmis ganviTarebis mizniT kompaniam parizis Crdiloe-

TiT sakuTari Tematuri parkic ki gaxsna.

dakavSirebuli diversifikaciis strategia kompani-

as aZlevs mTel rig upiratesebebs:

1. aseTi strategia saSualebas iZleva Semcirdes

erT produqtsa an momsaxurebaze kompaniis damokidebu-

lebis done, rac amcirebs mis (kompaniis) SeboWilobas

konkurentebis moqmedebebis an ekonomikuri riskebis mi-

marT. magaliTad, Tu kompania Disney waawydeba konkuren-

ciis gamwvavebas Tematuri parkebis bazarze, maSin mis

sxva ganyofilebebs, romlebic dakavebulni arian filme-

bis gamoSvebiT, telemauwyeblobiT da salicenzio saqmi-

anobiT, SeuZliaT kompensacia gaukeTon Tematuri parke-

bidan Semosavlebis SesaZlo Semcirebas. ufro metic,

biznesis am naTesaur mimarTulebebs SeuZlia arsebiTad

gaurTulos konkurentuli brZolis procesi analogiu-

ri profilis sxva kompaniebs kompania Disney-Tan.

2. dakavSirebuli diversifikacia kompanias saSua-

lebas aZlevs miiRos masStabis ekonomia.

3. dakavSirebuli diversifikaciis mesame upirate-

soba mdgomareobs imaSi, rom igi SesaZleblobas iZleva

gamoyenebul iqnes erT bazarze miRebuli teqnologiebi

an praqtikuli gamocdileba, sxva bazarze gasasvlelad.

228

dakavSirebuli diversifikaciis erT-erTi naklova-

neba SeiZleba gaxdes danaxarjebi, romlebic gaiweva kom-

paniis sxvadasxva ganyofilebebis saqmianobis koordina-

ciaze. kidev erTi naklovanebaa, rom biznesis gaZRolis

ekonomikuri pirobebis cvlilebam SeiZleba uaryofiTi

gavlena moaxdinos erTdroulad kompaniis yvela ganyo-

filebaze. magaliTad, sastumroebisa da turistuli biz-

nesis kompaniam SeiZleba ganicados Semosavlebis Semci-

reba orive ganyofilebis mixedviT, Tu turistebis aqti-

uroba Semcirdeba raime mizeziT.

daukavSirebuli diversifikaciis strategia gu-

lisxmobs kompaniis saqmianobis ganxorcielebas ramdeni-

me erTmaneTisgan daukavSirebel (gansxvavebul) dargebSi

an ramdenime bazarze. magaliTad, kompania General Electric (GE) flobs iseT sxvadasxva tipis ganyofilebebs, rogo-

ricaa satelevizio qseli, maSuqi xelsawyoebis mwarmoe-

beli kompania, samedicino teqnikis mwarmoebeli kompania,

saaviacio Zravebis gamomSvebi kompania, naxevargamtare-

bis mwarmoebeli kompania, sainvesticio banki. yvela es

ganyofileba moqmedebs gancalkevebulad, amitom saeW-

voa, rom maTi erToblivi saqmianobidan miRebuli iqnes

sinergetikuli upiratesoba.

aRsaniSnavia, rom me-20 saukunis 60-ian wlebSi dau-

kavSirebeli diversifikacia iyo yvelaze popularuli

sainvesticio strategia. mravali msxvili kompania gaxda

konglomerati. konglomerati ewodeba iseT kompanias,

romelic aerTianebs mTel rig erTmaneTTan daukavSire-

bel saqmianobis mimarTulbebs. daukavSirebeli diversi-

fikaciis strategias gaaCnia rigi upiratesobebi. jer er-

Ti, dedobil kompanias aqvs didi SesaZleblobebi kapita-

lis mobilizaciis sferoSi, vidre mis ganyofilebebs

cal-calke. amasTan, dedobil kompanias SeuZlia es kapi-

tali misces im ganyofilebebs, romlebsac gaaCniaT maqsi-

maluri mogebis miRebis SesaZlebloba. meore, am strate-

giis gamoyeneba SesaZlebloobas iZleva Semcirdes riskis

229

saerTo done, radgan aseT SemTxvevaSi igi naklebadaa da-

mokidebuli saqmiani aqtiurobis ryevebis doneze. mesame,

kompania mciredaa damokidebuli sxva kompaniebis konku-

renciiT gamowveul saSiSroebebze, radgan calkeulma

konkurenciulma saSiSroebam SeiZleba uaryofiTi gavle-

na mxolod erT rgolze moaxdinos. meoTxe, am strategiis

bazaze moqmed kompanias advilad SeuZlia Tavidan moiSo-

ros aramomgebiani ganyofilebebi (sawarmoebi), radgan

isini muSaoben avtonomiuri reJimiT.

nax.1 saerTaSoriso strategiebis sami done mravalerovnuli

korporaciebSi

230

miuxedavad aRniSnulisa, daukavSirebeli diversi-

fikaciis strategiis bazaze Seqmnili konglomeratebi

amJamad ar sargebloben popularobiT, radgan maT ar Se-

uZliaT erToblivi saqmianobidan miiRon sinerge-tikuli

efeqti. ramdenadac aseT konglomeratSi Semavali kompa-

niebis saqmianobebs Soris ar arsebobs araviTari kavSiri,

maT ar SeuZliaT regularulad dauWiron mxari erTma-

neTs.

biznes strategia.

biznes strategias zogjer konkurentul strategi-

asac uwodeben. igi moicavs kompaniis SemadgenlobaSi

myof biznesis calkeuli mimarTulebebis, Svilobili

kompaniebisa da ganyofilebebis saqmianobas. biznesis gaZ-

Rolis strategia gansazRvravs konkurentuli brZolis

xerxebs (wesebs, saSualebebs) TiToeul im bazarze, ro-

melzedac SeaRwevs kompania.

im kompaniebSi, romlebic misdeven (iyeneben) dakav-

Sirebuli an daukavSirebel korporaciul strategias,

arsebobs saqmianobis gansazRvrul mimarTulebaSi gaer-

Tianebis tendencia, romelsac ,,strategiul biznes er-

Teulebs~ anu ,,strategiul sameurneo erTeulebs~ uwo-

deben. amasTan, unda aRiniSnos, rom strategiuli menej-

mentisadmi miZRvnil pirvel naSromebSi (i. ansofi da sxv.)

strategiuli segmentaciis sakiTxis ganxilvisas aseT

bizneserTeulebs ewodebaT ,,meurneobriobis strategi-

uli zonebi~, xolo kompaniis im sameurneo erTeuls, ro-

melic pasuxs agebs kompaniis strategiul poziciaze erT

an ramdenime meuneobriv strategiul zonaSi ,,jeneral

eleqtrikis~ winadadebiT uwodes ,,strategiuli meurne-

obrivi centri~. kompaniaSi, romelic iyenebes dakavSire-

buli diversifikaciis strategias, strategiuli sameur-

neo erTeulebi formulirebulia saqonlisa da momsaxu-

rebis msgavsebis principis mixedviT. magaliTad, kompania

Disney—Si gamoyofilia Semdegi strategiuli sameurneo

erTeulebi: Tematuri parkebi da kurortebi, Semoqmede-

231

biTi ganyofilebebi (gasarTobi kinoproduqciis gamoSve-

ba, personaJis licenzireba, maRaziebi), televiziebi.

kompaniebSi, romlebic iyeneben daukavSirebeli diversi-

fikaciis strategias, strategiuli sameurneo erTeule-

bi awarmoeben sxvadasxva tipis saqonelsa da momsaxure-

bas. magaliTad, kompania Textron-Si Seqmnilia iseTi stra-

tegiuli organizaciuli erTeulebi, rogoricaa TviT-

mfrinavmSenebloba, saavtomobilo produqciis warmoeba,

finansuri momsaxureba da samrewvelo nakeTobaTa warmo-

eba.

eTmoba ra gansakuTrebuli yuradReba konkuren-

tul garemoSi TiToeul ganyofilebasa da strategiul

sameurneo erTeuls (sse), biznesstrategia xels uwyobs

kompaniis gansakuTrebuli kompetenciebis ganviTarebas

saqmianobis im mimarTulebebiT, romlebSic dakavebulia

es ganyofileba Tu sameurneo erTeuli. erTi strategiu-

li sameurneo erTeulisTvis SemuSavebuli biznes—stra-

tegia gamoiyeneba yvela geografiul bazarze, romleb-

sac emsaxureba es strategiuli sameurneo erTeuli. kom-

paniaSi SeiZleba damuSavdes TiToeuli strategiuli sa-

meurneo erTeulis sakuTari biznesstrategia an saerTo

strategia yvela strategiuli sameurneo erTeulisTvis.

arsebobs biznesis gaZRolis strategiis sami ZiriTadi

tipi: diferenciaciis strategia, saerTo liderobis

strategia danaxarjebis mixedviT da fokusirebis stra-

tegia.

diferenciaciis strategia. es strategia xSirad

gamoiyeneba biznesis gaZRolaSi. igi gvTavazobs iseTi sa-

qonlisa da momsaxurebis imijis formirebasa da mxarda-

Weras, romelic principulad unda gamoirCeodes sxva sa-

qonlisa da momsaxurebisagan bazris imave segmentze. am-

Jamad bevri saerTaSoriso kompania cdilobs Tavisi pro-

duqciis xarisxi gamoiyenos diferenciaciis faqtorad.

miaRweven ra Tavisi produqciis rogorc maRali xarisxis

produqciis reputaciis Seqmnas, aseT kompaniebs SeuZli-

232

aT produqciasa Tu momsaxurebaze daaweson ufro maRa-

li fasebi. magaliTad, kompania Rolex saaTebs yidis mTel

msoflioSi yvelaze maRal fasebSi. reklamaSi yuradReba

maxvildeba Rolex-is saaTebis xarisxze da statusze. dife-

renciaciis strategias aseve efeqturad iyeneben iseTi

saerTaSoriso kompaniebi, rogoricaa CoCa-Cola (ualko-

holo sasmelebi), Nikon (fotoaparatebi), Calvin Klein (mo-

duri tansacmeli) da sxv. sxva kompaniebi sadiferencio

faqtorad iyeneben Tavisi momsaxurebisa Tu produqciis

im faseulobebs, romelsac aRiqvams momxmarebeli. isini

sxva kompaniebs konkurencias uweven produqciasa da mom-

saxurebaze zomieri fasebis dawesebiT.

saerTo liderobis strategia danaxarjebis mi-

xedviT. es strategia iTvaliswinebs kompaniaSi mimdinare

yvela operaciuli procesebis efeqtianobis maRali do-

nis miRwevas, romlebsac SeuZliaT uzrunvelyon dana-

xarjebis dabali done. es SesaZleblobas aZlevs kompani-

as Tavisi produqcia da momsaxureba gayidos ufro dabal

fasSi. am strategiis warmatebiT gamoyenebam SeiZleba ga-

moiwvios kompaniis zogierTi ganyofilebis momgebiano-

bis donis Semcireba (rac ganpirobebulia produqciisa

da momsaxurebis ufro dabal fasebSi gayidviT), magram

imave dros gaizardos kompaniis erToblivi momgebiano-

bis done, rac miiRweva gayidvebis saerTo mcdelobis ga-

didebiT.

fokusirebis strategia sTavazobs kompanias ori-

entacia moaxdinos viwro asortimentis saqonlis warmoe-

baze, romelic daniSnuli iqneba momxmarebelTa calkeu-

li jgufebis an calkeuli regionebisaTvis. aseTi stra-

tegia saSualebas aZlevs kompanias konkretuli produq-

tis samomxmareblo Tvisebebi SesabamisobaSi moiyvanos

momxmarebelTa konkretuli segmentis saWiroebebTan. es

segmentebi SeiZleba gamoiyos iseTi niSnebis mixedviT,

rogoricaa geografiuli raioni, eTnikuri gadawyveti-

leba, msyidvelobiTiunarianoba, gemovneba da sxva faq-

233

torebi, romlebmac SeiZleba gavlena moaxdinos momxma-

reblis mier yidvis gadawyvetilebis miRebaze.

funqciuri strategiebi.

funqciuri strategiebi gansazRvraven kompaniis

sxvadsxva funqciebis marTvis wesebs, rogoricaa marke-

tingi, sawarmoo operaciebi, adamianuri resursebi, sa-

mecniero kvleviTi da sacdel-sakonstruqtoro samuSa-

oebi da sxva. gaiTvaliswineba, rom kompaniis funqciuri

strategiebi SeTanxmebuli unda iyos saerTaSoriso kor-

poraciul strategiebTan da biznes strategiebTan. fun-

qciur strategiebs miekuTvneba saerTaSoriso finansuri

strategia, saerTaSoriso sawarmoo strategia da sxva,

romlebic calke iqneba ganxiluli. aq SevCerdebiT mxo-

lod or maTganze. esenia:

saerTaSoriso finansuri strategia, romelic mo-

icavs iseT sakiTxebs, rogoricaa kapitalis miznobrivi

struqtura, sainvesticio politika, sazRvargareTuli

valutis maragebi, riskebis Semcirebis meTodebi, dava-

lianebaTa marTvis politika da sabrunavi kapitalis mar-

Tva. rogorc wesi, saerTaSoriso kompaniaSi finansuri

strategia muSavdeba rogorc mTliand kompaniisTvis, ise

misi calkeuli strategiuli sameurneo erTeulisaTvis.

ufro vrclad finansuri strategia ganixileba saerTa-

Soriso marketingis strategiaSi.

saerTaSoriso sawarmoo strategia gansaszRvravs

kompaniis produqciisa da momsaxurebis Seqmnis (warmoe-

bis) process. igi qmnis gadawyvetilebis miRebis safuZ-

vels momaragebis, sawarmoTa simZlavreTa ganlagebis, sa-

warmoTa dagegmarebis da dizainis, teqnologiis da mate-

rialuri maragebis marTvis Sesaxeb. saerTaSoriso stra-

tegiis formirebis Semdeg etapze aucilebelia ganisaz-

Rvros, Tu kompaniam romel bazrebze unda SeaRwios da

romel bazrebs unda aaridos Tavi. amis Semdeg aucilebe-

lia ganisazRvros kompaniis miznobriv bazrebze SeRwevis

saSualebebi.

234

7.4. sagareo bazrebze SeRwevis strategiebi

saerTaSoriso kompania, gasulia ra sazRvargareTis

qveynebis bazrebze, mudmivad unda cdilobdes rogorc

TiToeul qveyanaSi bazris xvedriTi wilis gafarToebas,

ise axali qveynebis bazrebze gasvlas. kompania am proble-

mebs warmatebiT gadaWris gareSe ver gaxdeba lideri Ta-

vis dargSi (industriaSi). biznesis Semdgom ganviTareba-

ze orientirebulma firmebma aucilebelia daikavon mom-

gebiani poziciebi sazRvargareTis bazrebze, raTa Tavi

gaarTvan konkurentul brZolebs da gamarjvebulebi ga-

movidnen. rogorc aRiniSna, Tanamedrove pirobebSi biz-

nesis seriozuli gafarToebis erT-erT ZiriTad gzas

sazRvargareTis bazrebze gasvla da maTi ricxvis gza

warmoadgens. amitomacaa, rom amJamad gansazRvrulia Zi-

riTadi miznebi, romlebic kompaniebs ubiZgeben sazRvar-

gareTis bazrebze gasvlas. mas miekuTvneba: kompaniis

produqciisa da momsaxurebis momxmarebelTa raodeno-

bis gazrda, produqciis warmoebisa da transportirebis

danaxarjebis Semcireba, konkuretunarianobis amaRleba,

kompaniis ZiriTadi komponentebis realizeba da konku-

rentebze upiratesobebis miRweva, ekonomikuri riskebis

Semcireba.

kompaniis produqciisa da momsaxurebis momxma-

rebelTa raodenobis gazrdis saWiroeba gansakuTrebiT

aqtualuri xdeba maSin, rodesac erovnuli Siga bazari

gajerebuli xdeba da amasTan, konkurentebi Zlierebi

arian, ris gamo maTi Seviwroebis xarjze SeuZlebeli xde-

ba momxmarebelTa gazrda da bazris gafarToeba. aseT si-

tuaciaSi kompaniam unda gamoiyenos sagareo bazarze gas-

vlis misTvis ufro misaRebi romelime meTodi.

danaxarjebis Semcirebis da konkurentunariano-

bis amaRlebis miznis miRwevis erT-erTi mniSvnelovani

saSualebaa sazRvargareTis bazrebze saqonlisa da mom-

saxurebis eqsportireba. am gziT SesaZlebeli xdeba kom-

235

paniam gaafarTovos produqciisa da momsaxurebis warmo-

ebis moculoba im donemde, rom SesamCnevi iyos warmoebis

masStabidan miRebuli ekonomia danaxarjebs Semcirebis

safuZvelze. es imavdroulad iwvevs kompaniis konkuren-

tunarianobis mniSvnelovan amaRlebas.

kompaniis ZiriTadi kompetenciebis realizaciisa

da konkurentebze upiratesobis miznis miRwevaSi gansa-

kuTrebul rols TamaSobs sagareo bazrebze SeRwevis

praqtikuli ganxorcieleba. am SemTxvevaSi kompaniam Se-

iZleba realizeba gaukeTos mis iseT ZiriTad kompeten-

ciebs, rogoricaa imiji, produqciisa da momsaxurebis

maRali xarisxi, nou-hau da sxv.

ekonomikuri riskebis donis Semcirebis miznis mi-

saRwevad kompaniam SeiZleba gamoiyenos ucxour bazarze

gasvlis strategia. rac ufro met ucxour bazarze dam-

kvidrdeba kompania, miT ufro naklebad iqneba damokide-

buli Siga sabazro operaciebze (koniunqturaze) anu Sem-

cirdeba riskis done. garda amisa, mraval ucxour bazar-

ze gasvliT kompania aseve amcirebs riskis dones, radgan

erT qveyanaSi miRebuli SesaZlo danakargebi SeiZleba

kompensirebul iqnes sxva qveynebSi aqtiurobis gazrdis

xarjze.

sagareo barebze SeRwevisa da damkvidrebisaTvis

kompaniebis mier gamoiyeneba saerTaSoriso strategiebi.

saerTaSoriso strategia gamoricxavs im moqmedebebs,

romlebic unda ganaxorcielos kompaniam sazRvargare-

Tis bazarze gasvlis SemTxvevaSi Tavisi konkurentebis

qmedebebis mimarT. saerTaSoriso strategiebis SemuSave-

bisas kompaniebma winaswar Tanmimdevrulad unda gansaz-

Rvron strategiis SemuSavebis elementebi. saxeldobr:

1. Sesasvleli bazris geografiuli mdgomareba;

2. axal bazarze Sesasvleli strategia: axali Svi-

lobili kompaniis Seqmna, kompaniis yidva, alian-

sSi Sesvla;

236

3. kompania axal bazarze Sesasvlelad ra ZiriTadi

kompetenciebis gamoyenebas apirebs, anu ra maCve-

neblebiT iqneba misi produqcia mimzidveli mom-

xmareblisaTvis?

4. axal bazarze Sesvlis etapebis gansazRvra: ro-

dis Sedis bazarze, ra periodulobiT da ra wi-

liT aiTvisebs bazars?

5. axal sagareo bazarze Sesvlis ekonomikuri dasa-

buTeba: ramdeniT Semcirdeba produqciis (mom-

saxurebis) warmoebisa da realizaciis danaxar-

jebi? rogori iqneba fasebi da momgebianoba?

rogorc cnobilia, saerTaSoriso strategiebis Se-

muSaveba-ganxorcieleba kompaniebis mxridan moiTxovs

ufro meti faqtoris gaTvaliswinebas, vidre Siga bazar-

ze moqmedebis strategiis SemuSavebisas. es ganpirobebu-

lia imiT, rom qveynebi erTmaneTisgan gansxvavdebian ge-

ografiuli, erovnuli, socialur-kulturuli, ekonomi-

kuri da mTeli rigi sxva pirobebiT. sxva qveynebis baz-

rebze kompaniebis dasamkvidreblad aucilebelia bizne-

sis gaZRolisas gaiTvaliswinon yvela is Tavisebureba,

romlebic gaaCniaT am qveynebis bazrebs erovnulTan Se-

darebiT.

amJamad, kompaniebi sazRvargareTis qveynebis baz-

rebze gasvlis mizniT, maTTvis xelsayreli bazris Sesa-

faseblad, rac safuZvlad daedeba bazris SerCevas, iye-

neben e.w. kage (CAGE) models, romelic gulisxmobs, rom

qveynebs Soris kulturuli gansxvavebebis (k), adminis-

traciuli gansxvavebis (a), geografiuli gansxvavebis (g)

da ekonomikuri gansxvavebis (e) gaanalizebis safuZvelze

unda ganisazRvros saerTaSoriso bazarze gasvlis mizan-

Sewoniloba da dadebiTi gadawyvetileba mxolod maSin

unda iqnes miRebuli, roca dasabuTdeba warmatebis miR-

wevis SesaZlebloba.

237

Tanamedrove etapze sagareo bazrebze SesaRwevad

gamoiyeneba sxvadasxva strategiebi (meTodebi). ganvixi-

lod zogierTi maTgani:

1. eqsportis (eqsportingis) strategia. igi gu-

lisxmobs erovnul qveyanaSi warmoebuli produqciis ga-

tanas qveynis sabaJo sazRvrebs gareT da importirebuli

saqonlis reeqsports. magram eqsportis strategiaSi

mTavari mniSvneloba eniWeba sakuTar sawarmoo bazaze

warmoebuli produqciis meSveobiT saerTaSoriso bazar-

ze SeRwevas, radgan es ufro efeqtiania rogorc kompani-

isaTvis, ise mTlianad qveynisTvis. Tavis mxriv gamoiyene-

ba eqsportis strategiis (meTodis) ori saxe — pirdapiri

da arapirdapiri.

pirdapiri eqsportis dros kompania uSualod Tvi-

Ton axorcielebs produqciis (saqonlis) gatanas da ga-

yidvas pirdapir sazRvargareTis qveynebis momxmarebel-

ze.

zogjer kompaniebi, sxvadasxva faqtorebis gaTva-

liswinebis safuZvelze, sazRvargareTis bazrebze pro-

duqciis gatanas axorcieleben saSuamavlo firmebis meS-

veobiT, maTTan xelSekrulebis dadebis safuZvelze.

arapirdapiri eqsportia maSin, roca kompaniis

produqciis qveynis farglebs gareT gatana xorcielde-

ba sazRvargareTis qveynis kompaniis — Suamavlis meSveo-

biT, romelic SemdgomSi mas yidis momxmarebelze. saz-

RvargareTis kompania Suamavlebs, romlebic axorciele-

ben saeqsporto produqciis ganawilebas (gayidvas) da

marketings, saeqsporto savaWro kompaniebs uwodeben.

rac Seexeba im kompaniebs, romlebic dasaqmebulni arian

eqsportiori kompaniis saxeliT eqsportis ganxorciele-

baze, uwodeben eqportis marTvis kompaniebs. eqsportis

aseTi strategia SesaZleblobas iZleva Semcirdes riskis

done da moTxovna finansur resursebze. garda amisa, am

SemTxvevaSi kompanias SeuZlia dazogos saxsrebi saz-

RvargareT pirdapiri investiciebis ganxorcielebaze an

238

sruliad uari Tqvas masze. magram, manam, sanam kompania

mimarTavs am strategias, saWiroa moaxdinos Sesabamisi

gaangariSebebi. saxeldobr, im kompaniam unda gamoiyenos

es strategia, romlis produqciis warmoebis danaxarje-

bi ufro dabalia, vidre saeqsporto qveyanaSi. am SemTxve-

vaSi yuradReba unda mieqces produqciis transportire-

bis danaxarjebis sidides da Tu igi maRali iqneba, kompa-

niam uari unda Tqvas am strategiis ganxorcielebaze.

sxva SemTxvevaSi igi damarcxebuli gamova sazRvargare-

Tis kompaniebTan konkurentul brZolaSi.

2. saerTaSoriso licenzireba. mocemuli strate-

gia (meTodi) niSnavs ucxouri kompaniebisaTvis aramate-

rialur faseulobaTa gamoyenebis uflebis gadacemas

garkveuli pirobebiTa da droiT.

zogadad termini licenzia laTinuri sityvaa

(Licentia) da nebis darTvas niSnavs. licenzias pirvel rig-

Si gascems Sesabamisi saxelmwifo organo saqonlis eq-

sportsa da importze. am nebarTvis damadasturebel sa-

buTs licenzia ewodeba, xolo sabuTis SedgenisaTvis sa-

Wiro procedurebis Catarebas licenzireba. licenziis

gacemis ufleba aqvs kompaniasac im pirobiT, Tu Sesru-

lebuli iqneba im qveynis Sesabamisi organoebis (sakanonm-

deblo) moTxovnebi, romlebSic licenziis gamcemi kompa-

nia imyofeba. am SemTxvevaSi, rogorc wesi, ideba salicen-

zio xelSekruleba mxareebs Soris.

licenzirebis strategia (meTodi) mizanSewonilia

gamoyenebuli iyos maSin, roca:

— kompanias gaaCnia mniSvnelovani nou-hau, an saer-

TaSoriso mniSvnelobis dapatentebuli saqoneli;

— kompanias ar gaaCnia saerTaSoriso bazarze damou-

kideblad SeRwevis resursuli uzrunvelyofa;

— kompanias damoukideblad ar SeuZlia sagareo ba-

zarze SesvlasTan dakavSirebuli riskisa da sirTulee-

bis daZleva.

239

kompania, romelic licenzias gascems ucxour kom-

paniaze, ar gaiRebs raime mniSvnelovan danaxrjebs da ar

midis riskze, rac axasiaTebs sxva raime meTodiT kompani-

is saerTaSoriso bazarze gasvlasa da damkvidrebas, Tum-

ca iRebs Semosavals (roialts). licenzirebis strategi-

as gaaCnia garkveuli naklovanebebic. kerZod, nou-haus

licenzireba dakavSirebulia riskTan, radgan nebarTvis

gacemis Semdeg kompanias uZneldeba kontroli salicen-

zio xelSekrulebiT gaTvaliswinebuli pirobebis dacva-

ze. garda amisa, licenzirebis Semdeg SesaZlebelia kon-

kurenti kompaniebis konkurentunarianobis amaRlebis

gamo gaZneldes konkurentul brZolaSi gamarjveba.

3. frenSaizingi. es strategia licenzirebis stra-

tegiis erTgvar saxesxvaobas warmoadgens. igi yvelaze me-

tad gamoiyeneba momsaxurebis sferoSi, gansakuTrebiT

vaWrobis dargSi. sakuTari biznesis dawyebis, gafarToe-

bisa da swrafi zrdisaTvis zogierTi kompania iyenebs

frenSaizings. igi gulisxmobs erovnuli kompaniis mier

sazRvargareTis kompaniaze frenSaizis anu uflebis ga-

dacemas _ gamoiyenos misi teqnologia, nou-hau, licen-

zia, savaWro marka, konsultaciebi da sxva, garkveuli ga-

dasaxdelebis sanacvlod. amis safuZvelze frenSaizis

gamcemi kompania iRebs mniSvnelovan damatebiT Semosav-

lebs. am strategiis gansaxorcieleblad ideba xelSek-

ruleba frenSaizersa da frenSaizis mimRebs Soris.

frenSaizis mimRebi Tavis Tavze iRebs pasuxismgeblobas

misi sazRvargareT ganTavsebisa da riskis danaxarjebis

Sesaxeb. frenSaizeris mTavar problemas warmoadgens xa-

risxis kontrolis ganxorcieleba. frenSaizis mimRebi

sazRvargareTuli kompaniebi arc ise mkacrad icaven er-

Tian standartebs. zogjer amis mizezia is, rom sxvadas-

xva qveynis tradiciebi da kultura erTnairad ar ganixi-

lavs xarisxTan dakavSirebul sakiTxebs.

zogadad arsebobs frenSaizingis oTxi ZiriTadi

forma: sasaqonlo niSnis gamoyenebis frenSaizingi, mza

240

produqciis gayidvis frenSaizingi, saqonlis warmoebis

frenSaizingi da saqmianobis saxeze frenSaizingi.

4. pirdapiri ucxouri investiciebis strategia.

saerTaSoriso bazarze SesaRwevad kompaniebi xSirad ir-

Ceven pirdapiri investiciebis iseT strategias, romelic

efuZneba sazRvargareTis qveynebis kapitalis monawile-

obiT erToblivi sawarmos Seqmnas. erToblivi sawarmoebi

gansakuTrebiT warmatebiT iqmneba mrewvelobis dargebSi.

am SemTxvevaSi erToblivi sawarmoebi, romlebic warmo-

edgenen ucxoelebis da adgilobrivebis sakuTrebas,

qmnian erTobliv sawarmoo bazas, asruleben erTobliv

sameurneo saqmianobas da aseve, marTaven erToblivad.

aseT sawarmoebSi sxva danarCeni urTierTobebis reguli-

reba xorcieldeba winaswar dadebuli xelSekrulebis sa-

fuZvelze.

globaluri strategia. es strategia gansakuTre-

biT warmatebiT gamoiyeneba im dargebSi, romlebSic kon-

kurencia mimdinareobs msoflio masStabiT. globaluri

strategia TiTqmis erTaniria yvela qveynisTvis, radgan

yvela qveyana erTian konkurentul midgomas iyenebs da

igi gamoixateba danaxarjebis minimizaciaSi, saqonlis di-

ferenciaciasa da fokusirebaSi. globaluri strategiis

ZiriTad damaxasiaTebel niSans warmoadgens:

— kompaniebis strategiebis koordinacia da integ-

racia msoflio masStabiT;

— saqonlisa da momsaxurebis gayidvebis (ganawile-

bis) ganxorcieleba msoflios yvela an umetes qveyanaSi.

arsebobs globaluri strategiis Semdegi saxeebi:

— globaluri dabali danaxarjebis strategia,

roca kompaniis mTavar amocanas warmoadgens konkuren-

tebTan SedarebiT dabali sawarmoo danaxarjebis uzrun-

velyofa msoflios yvela an misTvis ufro mniSvnelovan

bazrebze.

— globaluri diferenciaciis strategia, romlis

dros kompania axdes saqonlis diferenciacias sxvadasxva

241

qveyanaSi erTi da igive maxasiaTeblebis mixedviT, raTa

Seiqmnas maRali imiji da konkurentuli upiratesoba;

— globaluri fokusirebis strategia, rodesac

kompaniis mizans warmoadgens strategiulad saWiro

identuri niSis momsaxureba da kompaniis strategiuli

moqmedeba koordinirebulia msoflio bazris farglebSi,

raTa miznobriv niSaSi miRweuli iqnes konkurentuli

upiratesoba. amasTan, es moqmedeba efuZneba dabal dana-

xarjebs da diferenciacias.


1. ra aris saerTaSoriso strategiuli menejmenti?

2. daasaxeleT saerTaSoriso kompaniis mier konkuren-

tuli upiratesobis miRebis is sami wyaro, romelic

miuwvdomelia adgilobriv bazarze momuSave kompanii-

saTvis.

3. ratom aRmocendeba siZneleebi kompaniis mier am sami

konkurentuli upiratesobis paralelurad gamoyene-

bis SemTxvevaSi?

4. CamoTvaleT oTxi ZiriTadi koncefcia, romelTa sa-

fuZvelze xorcieldeba strategiuli marTva (menej-

menti) umetes mravalerovnul koeporaciebSi?

5. daasaxeleT gasxvavebebi saerTaSoriso strategiis

formirebasa da realizacias Soris.

6. CamoTvaleT saerTaSoriso strategiis formirebis

etapebi.

7. daasaxeleT saerTaSoriso strategiis oTxi elementi.

8. aRwereT kompaniis gansakuTrebuli kompetenciis ro-

li da mniSvneloba ama Tu im sferoSi saerTaSoriso

strategiis formirebis procesSi.

9. CamoTvaleT saerTaSoriso strategiis sami done.

10. aRwereT da daaxasiaTeT korporaciuli strategii-

sadmi sami ZiriTadi midgomis Taviseburebani.

242

11. aRwereT da daaxasiaTeT biznesstrategiis formire-

bisadmi sami ZiriTadi midgomis Taviseburebani.

12. daasaxeleT funqciuri strategiis ZiriTadi tipebi,

romlebic gamoiyeneba saerTaSoriso kompaniebSi.

13. CamoTvaleT sagareo bazrebze SeRwevis strategiebi.

literatura:

1. Sengelia T., biznesis administrirebis safuZvlebi,

Tb., 2008;

2. gigiaSvili o., strategiuli menejmenti, Tb., 1998 3. Гриффин Р., Пастей М., Международный бизнес, 4-е изд., Пер.

сангл., под ред. А.Г. Медведева, спб.: Питер, 2006.

243

Tavi VIII

saerTaSoriso strategiuli aliansebi


1. kompaniebis saerTaSoriso TanamSromloba;

2. erToblivi sawarmoebi;

3. strategiul aliansSi gaerTianebis motivebi;

4. startegiuli aliansis formebi;

5. starategiuli aliansebis sasicocxlo cikli.

8.1. kompaniebis saerTaSoriso TanamSromloba

biznesis globalizacia did investiciebs saWiroebs,

gansakuTrebiT maSin, Tu warmatebis miRwevis mTavar pi-

robas warmoadgens gadawyvetilebebis koordinacia iseT

sferoebSi, rogoricaa: axali produqtis SemuSaveba, misi

warmoeba, ganawileba da marketingi. amasTan, SeiZleba aR-

moCndes, rom kompania ganicdis resursebis deficits,

romelic saWiroa saerTaSoriso masStabiT konkurenteb-

Tan brZolis sawarmoeblad, an axali produqtis Seqmnis

didma danaxarjebma gaauaresa firmis biujetis mdgoma-

reoba. aseTi sawarmos mxridan, sapasuxo qmedeba SeiZleba

iyos partniorebis moZieba, romelTanac SesaZlebeli iq-

neba danaxarjebis da riskis ganawileba. movlenebis gan-

viTarebis kidev erTi variantia kompaniis mier axali teq-

nologiis floba ama Tu im saqonlis sawarmoeblad. Tu ar

gaaCnia saTanado sawarmoo simZlavreebi da ganawilebis

qseli, aseT dros kompania iwyebs sxva firmebis Zebnas ise-

Ti gamocdilebiT da upiratesobebiT, romelic Seavsebs

mis sust mxareebs da Seamcirebs safrTxeebs.

kompaniebis saerTaSoriso TanamSromlobam SeiZle-

ba sxvadasxva saxe miiRos, kerZod: dapatentebul teqno-

244

logiebze licenziebis gacvla, sawarmoo simZlavreebis

erToblivi gamoyeneba, kvlevebis erToblivi dafinanseba,

aseve, partnioris produqciis gasaReba sakuTari qsele-

bis meSveobiT. TanamSromlobis aseTi formebi Tanamed-

rove literaturaSi cnobilia `strategiuli aliansebis~

saxelwodebiT. strategiuli aliansi warmoadgens mona-

wileebis konkurentuli poziciebis gamyarebaze gamiz-

nul grZelvadian, urTierTxelsayrel SeTanxmebas or an

met kompanias Soris da iTvaliswinebs resursebis, cod-

nis da SesaZleblobebis gaziarebas. strategiuli alian-

sebi iqmneba rogorc sapasuxo reaqcia teqnologiur an

sabazro gaurkvevlobaze. misi organizacia sxvadasxva

formiT SeiZleba moxdes — Sesyidvebze an gasaRebaze

grZelvadiani SeTanxmebiT dawyebuli da erToblivi sa-

warmos SeqmniT damTavrebuli. maT Soris SeiZleba iyos

salicenzio SeTanxmebebi da samecniero-kvleviTi Tanam-

Sromloba. yvela aliansi urTierTvaldebulebebs iTva-

liswinebs da partniorebisaTvis xelmisawvdoms xdis er-

TmaneTis resursebs.

nebismier alians gaaCnia miznebi, romelic monawile

kompaniebis strategiul interesebTanaa dakavSirebuli.

aliansis miznebi wevrebis interesebidan gamomdinareobs.

strategiuli aliansi SeiZleba emsaxurebodes rogorc

TavdaciT, aseve SeteviT miznebs. SeteviTi aliansebi Se-

iZleba iyos gamiznuli axali bazrebis Seqmnasa an arse-

bulSi SeRwevaze, dargis standartebis Camoyalibebasa

da dacvaze, garkveuli politikuri cvlilebebisaTvis

mzadyofnaze. TavdacviTi aliansebis mizans warmoadgens

arsebuli sabazro poziciebis dacva an gamyareba, finan-

suri riskebis ganawileba, romelic maRal teqnologiebs

ukavSirdeba, an warmoebis masStabidan ekonomiis miReba.

am miznebis misaRwevad TavdacviT aliansebSi xSirad xde-

ba sawarmoo simZlavreebisa da sxva saSualebebis gaerTi-

aneba.

245

aliansis mizans SeiZleba, aseve, warmoadgendes swav-

lisaTvis SesaZleblobebis Seqmna. magaliTad, swavla Se-

iZleba iTvaliswinebdes inovaciuri teqnologiebis xel-

misawvdomobas, an finansebis, marketingis da warmoebis

sferoSi gamocdilebis gaziarebas. aseTi midgomis erT-

erTi Sedegia produqciis warmoebaze an axali teqnolo-

giebis aTvisebaze daxarjuli drois Semcireba. magram,

aseT swavlas uaryofiTi mxarec gaaCnia, zogjer kompani-

ebi aliansis SigniT arsebul kavSirebs arakeTilsindisi-

erad iyeneben da iTviseben gulubryvilo partnioris

teqnologiur siaxleebs. amasTan, aliansis formirebam

SeiZleba Serwymis an STanTqmis wina periodis rolic Se-

asrulos. erTi mxriv, aliansis Seqmna partniorebs saSua-

lebas aZlevs gaamyaron kavSirebi da gaamartivon Ser-

wymis rTuli procesi. meore mxriv, aliansis formireba

saSualebas iZleva Tavi avaridoT naCqarevi gadawyveti-

lebebis miRebiT gamowveul Secdomebs.

strategiul aliansSi Semaval partniorebs SeuZli-

aT sakuTari saqmianobis koordinacia axali produqtis

SemuSavebis, marketingis da marTvis sferoSi gamocdile-

bis gaziarebiT. magaliTad, Kodak da Fuji aris ori Seuri-

gebeli konkurenti fotofirebis bazarze, maT Seqmnes

strategiuli aliansi fotoaparatebis iseT mwarmoeb-

lebTan, rogoricaa Canon, Minolta da Nikon. am aliansis

amocana iyo foto aparatebis da fotofirebis axali

standartis Seqmna, romelmac Àdvanced Photo System~ (mo-

winave fotosistema) saxelwodeba miiRo. axali standar-

ti gamiznulia suraTis gadaRebis procesis gamartiveba-

sa da xarisxis amaRlebaze.

XXI saukunis dasawyisSi gaaqtiurda kompaniebs So-

ris strategiuli aliansebis gaformebis procesi. magram

statistika am mimarTulebiT arc Tu ise saxarbieloa: wa-

rumatebeli strategiuli aliansebis wili zogierT dar-

gSi 60 procents aWarbebs. Tu am maCvenebels kompaniebis

mier bazarze axali saqonlis danergvis warumeteblobis

246

ricxvs SevadarebT, maSin warmatebuli strategiuli ali-

ansebis wili arc ise mcired mogveCveneba. sawarmoebi

strategiul aliansSi Sedian ganusazRvrelobis an baz-

ris konkurenciuli Zalebis zewolis gamo. amitom, TviT

aliansis Camoyalibebis procesSi arc Tu ise mcire riski

imaleba, riTac SeiZleba warumateblobis sakmaod maRali

procentic aixsnas. amasTan, mokavSireTa operaciebis

zrda ar amcirebs warumatebeli SemTxvevebis wils, rac

imaze migvaniSnebs, rom aucilebelia saerTaSoriso biz-

nesis am formis ufro Rrmad Seswavla da misi funqcioni-

rebis TaviseburebebSi garkveva.

8.2. erToblivi sawarmoebi

erToblivi sawarmo (joint venture) strategiuli ali-

ansis gansakuTrebuli formaa, romelic iTvaliswinebs

ori an meti kompaniis mier axali iuridiuli piris Seqmnas.

1986 wels aSS-Si gamocemul fundamentur naSrom-

Si ,,International joint ventere~ mocemulia erToblivi sa-

warmoebis Semdegi niSan-Tvisebebi:

sxvadasxva qveynis sawarmoebis monawileoba. er-

Toblivi sawarmoebi iqmneba rogorc erTi, ise ram-

denime qveynis sawarmos monawileobiT.

regularuli da ara erTjeradi xasiaTis saqmia-

nobisaTvis TanamSromloba.

sawarmos, rogorc damoukidebeli iuridiuli pi-

ris dafuZneba. erToblivi sawarmo iqmneba qveynis

kanonmdeblobiT gansazRvruli formiT (Sps, ss da

a.S.).

erToblivi sawarmos sakuTrebis forma. isini Se-

iZleba Seiqmnas kerZo kapitaliT, kerZo da saxel-

mwifo kapitaliT, erovnuli da saerTaSoriso orga-

nizaciebis monawileobiT.

247

erTobliv sawarmoSi partniorTa wili. erTobli-

vi sawarmoebi iqmneba ori an meti partnioris mona-

wileobiT paritetul safuZvelze an partniorTa

wili sawarmos kapitalSi SeTanxmebiT ganisazRvreba.

saqmianobis sfero. erToblivi sawarmo SeiZleba

Seiqmnas saqmianobis nebismier sferoSi, Tu masze ra-

ime SezRudva ar arsebobs.

monawileTa erToblivi marTviT moqmedeba. er-

Toblivi sawarmoebis marTvaSi partniorebi iReben

aqtiur an pasiur monawileobas. pirvel SemTxvevaSi

isini uSualod axorcieleben sawarmos marTvas, me-

ore SemTxvevaSi ki marTva daqiravebul menejerebs

uwevT.

erToblivi sawarmos Seqmnas mravali upiratesoba

gaaCnia. maT Soris ZiriTadia:

partniorTa Zalisxmevis gaerTianebisa da re-

sursebis erToblivi gamoyenebis Sedegad siner-

giuli efeqtis gaZliereba;

Zlier partniorTan TanamSromlobiT mowinave

teqnologiebis miReba;

axal bazarze gasvla. erToblivi sawarmoebi fir-

mebs SesaZleblobas aZlevs gaafarTovon saqmia-

noba axal bazarze. amasTan, riski mniSvnelovnad

dabalia, vidre axali firmis SeZenisas an filia-

lis gaxsnisas. erToblivi sawarmoebis gamoyene-

biT firmebi iReben pirvelad informacias da

iZenen axal bazrebze saqmianobis gamocdilebas;

transfertuli fasebis gamoyenebiT xarjebis da

gadasaxadebis Semcireba.

erToblivi sawarmo sagareo bazarze SeRwevis mxo-

lod erT-erTi formaa, arsebobs sxva alternatiuli va-

riantebic: saeqsporto saqmianoba, licenzireba, frenSa-

izingi da pirdapiri ucxouri investiciebi. Tumca TiTo-

euli es forma gulisxmobs, rom kompania moqmedebs damo-

ukideblad an qiraobs sxva firmas, romelic misi saxeliT

248

imoqmedebs. amis sapirispirod erToblivi sawarmo or an

met kompanias Soris aqtiur TanamSromlobas gulisxmobs.

aliansis monawile TiToeuli sawarmo dainteresebulia

sakuTari miznebis miRwevaSi, risTvisac aqtiurad iyenebs

sxva firmebTan TanamSromlobas.

nebismieri SeTanxmeba TanamSromlobis Sesaxeb iTva-

liswinebs marTvis gansazRvrul meTods. erToblivi sa-

warmo, romelic gancalkevebul iuridiul pirs warmoad-

gens, unda funqcionirebdes menejerebis koordinirebu-

li marTviT. SeiZleba gamovyoT erToblivi sawarmos mar-

Tvis sami tipi: pirvel SemTxvevaSi marTvas axorcielebs

Tavad damfuZnebeli kompania; meore, erT-erT damfuZne-

bel kompanias SeuZlia aiRos erToblivi sawarmos mar-

Tvis ZiriTadi pasuxismgebloba; mesame, erToblivi sa-

warmos samarTavad SeiZleba daiqiravon damoukidebeli

menejerebis gundi. ukanaskneli midgoma albaT yvelaze

misaRebia, radgan damoukidebeli menejerebis Zalisxmeva

koncentrirebuli iqneba erToblivi sawarmos efeqtia-

nobaze da ara romelime damfuZnebeli kompaniis subieq-

tur interesebze. strategiuli aliansebis sxva forme-

bis marTvis struqtura SesaZloa nakleb formaluri

iyos da ganxorcieldes sakoordinacio komitetis meSve-

obiT, romelSic monawile kompaniebis warmomadgenlebi

Sedian.

marTvis formaluri struqtura erTobliv sawar-

mos sxva strategiul aliansebTan SedarebiT ufro moq-

nils da mravalferovans xdis. strategiuli aliansi, ro-

melic ar miekuTvneba erToblivi sawarmos kategorias,

SeiZleba Camoyalibdes mxolod imisaTvis, rom damfuZne-

bel kompaniebs daexmaros uaxloes momavalSi mosalod-

neli safrTxeebis daZlevaSi. erTobliv sawarmoebs meti

sargeblis motana SeuZlia im SemTxvevaSi, rodesac fir-

mebi gegmaven Rrma da grZelvadian TanamSromlobas. er-

Toblivi sawarmo SeiZleba Seiqmnas iseT SemTxvevaSi, Tu

firmebi TanamSromloben kvlevis, warmoebis da ucxour

249

bazarze SeRwevis sakiTxebSi. sxva tipis strategiuli

aliansebi xSirad iqmneba konkretuli amocanebis gada-

saWrelad, romlis miRwevis SemTxvevaSi aliansi iSleba.

magaliTad, zemoT naxseneb fotoaparatebis da fotofi-

rebis mwarmoebel kompaniebs Soris kavSiri daiSala axa-

li standartis Àdvanced Photo System~ Seqmnis Semdeg.

ramdenadac erToblivi sawarmoebi iuridiul pirebs war-

moadgenen, ufro xangZlivi periodis ganmavlobaSi saqmi-

anoben.

8.3. strategiul aliansSi gaerTianebis

motivebi

strategiuli aliansi aZlierebs masSi Semaval kom-

paniebs da uqmnis damatebiT SesaZleblobebs. aliansSi

gaerTianebiT saerTaSoriso kompaniisaTvis xelmisaw-

vdomi xdeba oTxi ZiriTadi upiratesoba: axal bazarze

gasvlis gamartivebuli SesaZlebloba; riskebis ganawi-

leba; codnisa da gamocdilebis gaziareba; sinergia da

konkurentuli upiratesobis gaZliereba.

firma, romelsac surs axal bazarze SeRweva, ejaxe-

ba uamrav sirTules, rogoricaa konkurentuli brZolis

arsebuli praqtika an araxelsayreli samTavrobo gadaw-

yvetilebebi. am sirTuleebis gadalaxvis erT-erTi mar-

tivi xerxia adgilobriv firmebTan TanamSromloba. amis

alternativa iqneboda kompanias masStabis ekonomiisa da

marketingis sferoSi operaciebis diversifikaciis xar-

jze moexerxebina ucxo bazarze SeRweva. Tumca aseT

dros SeRwevis dabali tempi da axal bazarze imformaci-

is simcire zrdis firmis danaxarjebs. maSin, rodesac,

axal bazarze miznis swarafi miRweviTa da danaxarjebis

ekonomiiT strategiuli aliansi qmnis mniSvnelovan upi-

ratesobas.

250

magaliTad, Worner Brothers, romelic aris Time Worner-is qaliSvili kompania, da dakavebulia mxatvruli

filmebis gavrcelebiT, yuradReba miaqcia evropas, ro-

gorc zrdis didi potencialis mqone miznobriv bazars.

imisaTvis, rom daeCqarebina am bazarze SeRweva, man Seqmna

erToblivi sawarmoebi kinoTeatrebis evropul qseleb-

Tan.

strategiuli aliansebis formirebaze aseve axdens

gavlenas mTavrobis mier miRebuli gadawyvetilebebi.

bevri qveyana SeSfoTebulia ucxouri kompaniebis gavle-

nis zrdiT da Sida bazarze dasaSvebad transnacionalu-

ri kompaniebisagan adgilobriv firmebTan TanamSromlo-

bas moiTxovs. magaliTad, namibiis mTavroba ucxouri

kompaniebisagan, romlebic Tevzis rewvas qveynis sazRvao

akvatoriaSi axorcieleben, moiTxovs, rom iTanamSrom-

lon adgilobriv firmebTan. sxva SemTxvevaSi TanamSrom-

lobis moTxovna SeiZleba politikuri miznebiT iyos gan-

pirobebuli.

Tanamedrove msoflio ekonomikis ZiriTadi dargebi

konkurenciis maRali xarisxiT gamoirCeva. arcerT kom-

panias ar aqvs garantirebuli warmateba, rodesac is cdi-

lobs ucxo bazarze SeRwevas an axali produqtis Seqmnas.

strategiuli aliansi SeiZleba gamoyenebul iqnas aseTi

riskebis Sesamcireblad. magaliTad, kompania Boeing-ma

`Boeing777” Seqmnis procesSi finansuri riskebis Sesamci-

reblad daarsa strategiuli aliansi ramdenime iaponur

kompaniasTan. samecniero kvleviTi samuSaoebi, proeqti-

reba da axali TviTmfrinavis usafrTxoebis gamocda mi-

liardobiT dolari jdeba; amasTan, Tanxis didi nawili

kompaniam iqamde unda gaiRos, sanam gaarkvevs, Tu rogor

miiRebs bazari axal produqts. marTalia Boeing sakmaod

warmatebuli kompaniaa TviTmfrinavebis warmobaSi, mag-

ram menejmenti mainc cdilobda Seemcirebina finansuri

riskebi. amitom Boeing-ma daiwyo TanamSromloba sam iapo-

nur kompaniasTan: Fuji, Mitsubishi da Kawasaki, romelTac

251

SeuTanxmda, rom 777 modelis korpusis 20% Seqmnaze ia-

ponelebi izrunebdnen. Seqmnili aliansis lideri kompa-

nia Boeing aseve varaudobda, rom aliansis wevrebi xels

Seuwyobdnen axali modelis gayidvas iseT iaponur kompa-

niebze, rogoricaa Japan Airlines da Nippon Airways. riske-

bis ganawileba warmoadgens erT-erT umniSvnelovanes

faqtors, rodesac kompania cdilobs axal an riskisa da

gaurkvevlobis maRali xarisxis mqone bazarze SeRwevas.

strategiuli aliansis formirebis kidev erTi far-

Tod gavrcelebuli mizezia is, rom kompaniebi am dros

ivseben codnisa da gamocdilebis deficits. sawarmoSi

SeiZleba Seiqmnas imis saWiroeba, rom meti Seityon ama Tu

im produqtis warmoebis specifikis Sesaxeb; an imasTan

dakavSirebiT, Tu rogor moizidon aucilebeli resurse-

bi, rogor daZlion adgilobrivi xelisuflebis gadawyve-

tilebebTan dakavSirebuli sirTuleebi; an rogor mar-

Ton kompania ucxo garemoSi. am da sxva problemebze daw-

vrilebiTi da saimedo informaciis miwodeba SeuZlia

strategiuli aliansis partniors. Sedegad, am gziT mo-

povebuli gamocdileba kompaniam SeiZleba sxva miznebis

misaRwevad gamoiyenos.

aSS-Si erT-erTi yvelazde warmatebuli erToblivi

sawarmo iyo kompaniebis Toyota da General Motors-is mier

Seqmnili firma. qalaq floridaSi (kaliforniis Stati)

kompania GM-ma daxura erT-erTi Zveli manqanebis amwyo-

bi sawarmo, radgan misi Senaxva did xarjebs ukavSirdebo-

da da ar uzrunvelyofda saTanado efeqtianobas. ramde-

nime xanis Semdeg Toyota-m gamoTqva survili Tavidan ae-

moqmedebina es qarxana da emarTa is erToblivi sawamos

NUMMI (New United Motor Manufacturing, Inc) CarCoebSi.

imis miuxedavad, rom orive partniori flobs Tanabar

wils erTobliv sawarmoSi, mis saqmianobas Toyota warmar-

Tavs. TiToeuli kompania aliansSi gaerTianda pirvel

rigSi imisaTvis, rom mieRo saWiro codna. Toyota-s ainte-

resebda, Tu rogor moqceoda muSebs da detalebis mimwo-

252

deblebs aSS-is bazarze; GM-s ki surda pirveli wyarodan

Seeswavla marTvis iaponuri meTodebi. miRebuli codna

Toyota-m mogvianebiT gamoiyena qalaq jorjTaunSi (kentu-

kis Stati) axali saamwyobo qarxnis asamoqmedeblad. GM-

ma ki axali saamwyobo ganyofilebis Seqmnis da amoqmede-

bis teqnologiis Sesaxeb miRebuli informacia gamoiyena

germaniis qalaq aizenSi. Sedegad am qarxnis mwarmoeblu-

robam orjer gadaaWarba GM-is mier aSS-is teritoriaze

gaxsnil sxva sawarmoebisas.

kompaniebi strategiul aliansSi aseve erTiandebian

sinergiuli efeqtis misaRebad da konkurentunarianobis

asamaRleblad. es upiratesoba warmoadgens strategiu-

li aliansis funqcionirebis yvela dadebiTi aspeqtis er-

Tianobas. idea mdgomareobs imaSi, rom ucxour bazarze

gasvlis gamartiveba, riskebis Semcireba da gamocdile-

bis SeZena erTobliobaSi strategiul aliansSi Semaval

TiToeul kompanias saSualebas aZlevs miaRwios ufro ma-

Ral Sedegebs da mniSvnelovnad gaimyaros konkurentuli

pozicia, vidre amas damoukideblad SesZlebda.

magaliTad, momxmareblis TvalSi savaWro markis mi-

marT keTilsasurveli damokidebulebis formireba, ga-

nawilebis efeqtiani qselis Seqmna, sacalo kompaniebTan

kargi urTierTobebis Camoyalibeba — procesia, romelic

didi droisa da fuladi saxsrebis xarjvas saWiroebs. am

faqtorebma ualkoholo sasmelebis sididiT meore mwar-

moebeli msoflioSi Pepsico, aiZula daefuZnebina erTob-

livi sawarmo Thomas J. Lipton Co, Unilever-is qaliSvil kom-

paniasTan. am erToblivi sawarmos amocana mdgomareobs

RTD (ready-to-drink) klasis Cais sasmelebis warmoebasa da

gayidvaSi. kompania Lipton-ma, romelzec aRniSnuli klasis

sasmelebis bazris 50% modis, Seqmnil erTobliv sawar-

mos gauziara Cais warmoebis gamocdileba da msoflioSi

aRiarebuli brendi `Lipton~. Pepsico-s mxridan axal er-

Tobliv sawarmos gadaeca aSS-is bazarze saqonlis ganawi-

lebis farTo, aprobirebuli qseli.

253

8.4. strategiuli aliansis formebi

strategiul aliansSi Semavali kompaniebis Tanam-

Sromloba SeiZleba sxvadasxva mimarTulebiT viTarde-

bodes. magaliTad, TanamSromlobam SeiZleba miiRos kom-

pleqsuri forma, rodesac partniorebi yvela operaciaSi

monawileoben — dawyebuli axali produqtis SemuSavebiT,

damTavrebuli misi momxmareblamde mitaniT. xSirad kom-

paniebi aliansebs gacilebiT SezRuduli funqciebiTac

qmnian, rodesac monawileebis Zalisxmeva koncentrire-

bulia biznesis mxolod erT elementze, magaliTad, sa-

mecniero-kvleviTi da sacdel-sakonstruqtoro samuSa-

oebi. TanamSromlobis siRrme bunebrivia damokidebulia

aliansSi Semavali kompaniebis strategiul amocanebze.

kompleqsuri aliansebi iqmneba maSin, rodesac mona-

wile kompaniebi Tanxmdebian produqtis bazarze daner-

gvis rTuli procesis erTdroulad ramdenime etapis er-

Toblivad ganxorcielebaze, rogoricaa: samecniero-

kvleviTi da sacdel-sakonstruqtoro samuSaoebi, dap-

roeqteba, warmoeba, marketingi da ganawileba. aseT stra-

tegiul aliansebs gaaCnia saqmianobis farTo sfero, rom-

lis efeqtianoba saWiroebs wevrebis finansuri, sawarmoo

da marketinguli funqciebis koordinacias. amasTan, mra-

vali mimarTulebis koordinacia SeiZleba mniSvnelovnad

garTulos formaluri organizaciuli struqturis ar

arsebobam. swored amitom, kompleqsur strategiul ali-

ansebs ZiriTadad erToblivi sawarmos saxe aqvs. warmoad-

gens ra damoukidebel iuridiul erTeuls, erTobliv sa-

warmoSi SeiZleba ganxorcieldes biznesprocesebi, rome-

lic pasuxobs aliansis saerTo miznebs da ar eqceva mxo-

lod erT-erTi damfuZneblis subieqturi interesebis

sferoSi (rogorc es sxva tipis strategiul aliansebSi

SeiZleba moxdes).

aRniSnulis garda, kompleqsuri strategiuli ali-

ansis monawileTa Zalisxmevis gaerTianeba saSualebas iZ-

254

leva miRweul iqnes didi sinergiuli efeqti saerTo biz-

nesis masStabebis gafarToebis xarjze. magaliTad, kompa-

nia General Mills jer isev rTuli brZola eqneboda evro-

pul bazarze, Tu Nestle-sTan Seqmnili erToblivi sawarmo

mxolod marketingul funqciebs Saesrulebda. Tumca Ti-

Toeuli kompaniis fardobiTi upiratesobis gaerTiane-

bis xarjze Seiqmna axali erToblivi sawarmo, romelic

kompania Kellogg-is ZiriTad konkurentad mogvevlina.

strategiuli aliansebis saqmianobis sfero SeiZle-

ba iyos gacilebiT viwro da moicavdes TanamSromlobis

mxolod erT mimarTulebas. aseT SemTxvevaSi monawile

kompaniebis interesebis integracia naklebad rTulia.

Sedegad msgavsi tipis strategiuli aliansebi umetes

SemTxvevaSi erToblivi sawarmoebis saxiT ar saqmianoben.

am tipis strategiul aliansebs funqciurs uwodeben, maT

miekuTvneba sawarmoo, marketinguli, finansuri da sa-

mecniero-teqnikuri aliansebi.

sawarmoo aliansis farglebSi ori an meti kompania

erToblivad awarmoebs produqcias an eweva momsaxurebas.

sawamoo aliansebma SeiZleba gamoiyenon firma, romelic

erT-erTi monawilis sakuTrebas warmoadgens. magaliTad,

rogorc zemoT aRvniSneT, Toyota-s da General Motors-is mi-

er Seqmnili erToblivi sawarmo NUMMI, moqmedebs GM-is

yofil saamwyobo qarxanaSi. alternatiuli variantia,

rodesac partniorebi axali qarxnis aSenebas gadawyveten,

rogorc es Chrysler da BMW SemTxvevaSi iyo. maT samxreT

amerikaSi aaSenes 1,4 litri moculobis 4 - cilindriani

Zravebis mwarmoebeli qarxana. orive kompaniis xelmZRva-

nelobam icoda, rom konkurentunarianobis maRali donis

SesanarCuneblad samxreT amerikasa da sxva ganviTarebad

bazrebze aucilebeli iyo ekonomiuri Zravebis damzade-

ba. aRniSnuli kompaniebis specialistebi erTmaneTisagan

damoukideblad mividnen daskvnamde, rom Zravebis axal

qarxanaSi masStabis ekonomiis miReba SesaZlebeli iqne-

boda im SemTxvevaSi, Tu iwarmoeboda 400000 erTeuli we-

255

liwadSi. Tumca, TiToeuls SeeZlo aRniSnuli Zravis

mqone mxolod 200000 avtomobilis gayidva. erToblivi

sawarmos Seqmnam SesaZlebeli gaxada aRniSnuli proble-

mis gadaWra da damatebiTi jildos saxiT aliansis mona-

wileebs gauxsna Mercosur-is wevri qveynebis bazrebi.

marketinguli aliansis CarCoebSi ori an meti kompa-

nia erToblivad axorcielebs marketinguli saqmianobis

organizebas an uziarebs gamocdilebas aRniSnul sfero-

Si. aseT dros, umetes SemTxvevaSi, erT-erTi partniori

cdilobs im bazarze sakuTari saqonlis damkvidrebas, sa-

dac ukve iyideba meore partnioris produqcia. kompania,

romelsac mopovebuli aqvs bazris aRiareba, exmareba

axalbeda firmas marketinguli problemebis mogvarebaSi.

avtoritetul kompanias SeuZlia daawesos fiqsirebuli

gadasaxdeli aseTi daxmarebis sanacvlod, an miiRos pro-

centi gayidvebidan. aRniSnulis garda, kompaniebma SeiZ-

leba moilaparakon erTmaneTis produqciis gasaRebaze

urTierTxelsayreli pirobebiT. Tumca, marketinguli

aliansis formirebis procesSi partniorebi unda dar-

wmundnen imaSi, rom kargad esmiT erTmaneTis saWiroebebi

da molodini.

finansuri aliansi gamiznulia ama Tu im proeqtis

realizaciasTan dakavSirebuli finansuri riskebis Se-

samcireblad. finansur strategiul aliansSi partnio-

rebis monawileobis sxvadasxva varianti arsebobs. pirve-

li, rodesac monawileebs SeaqvT Tanabari fuladi Sena-

tanebi proeqtis realizaciisaTvis. kidev erTi variantia

— rodesac erTi mxare afinansebs proeqts, meore ki uzia-

rebs Tavis codnas, gamocdilebas, sasargeblo kontaq-

tebs da a.S.

maRalteqnologiuri dargebisaTvis damaxasiaTebe-

li swrafi progresi firmebisagan did danaxajebs saWi-

roebs samecniero kvlevebsa da sacdel-sakonstruqto-

ro samuSaoebze, rac xels uwyobs samecniero-teqnikuri

strategiuli aliansebis ricxvis zrdas. aseTi aliansis

256

CarCoebSi partniorebi Tanxmdebian axali produqtis Se-

saqmnelad saWiro kvlevebis erTobliv ganxorcielebaze.

magaliTis saxiT SeiZleba moviyvanoT kompaniebis Intel, Micron Technology, Samsung, Hyundai, NEC da Siemens-is ali-

ansi, romlis mizans warmoadgenda axali Taobis dinamiku-

ri operatiuli mexsierebis sistemebis Seqmna. am tipis

aliansebs, rogorc wesi, erToblivi sawarmos statusi ar

gaaCnia, radgan partniorebi erTmaneTs gadascemen cod-

nas samecniero konferenciebis dros. maT aseve SeuZliaT

gacvalon samecniero naSromebi da estumron erTmaneTs

laboratoriaSi. amas garda, damoukidebeli organizaci-

uli erTeulis Seqmna da misi saWiro personaliT dakom-

pleqteba did xarjebTan iqneboda dakavSirebuli. maSin,

rodesac, partniorebs SeuZliaT SeTanxmdnen maT labo-

ratoriebSi Seqmnil siaxleebze licenziebis gacvlaze.

aseT SemTxvevaSi aliansis farglebSi miRweuli teqno-

logiuri progresis Sedegebis xelmisawvdomobis Tval-

sazrisiT yvela partniori Tanabar pirobebSi iqneba.

8.5 strategiuli aliansebis sasicocxlo

cikli

strategiuli aliansebis Taviseburebis ukeT gaana-

lizebis saukeTeso saSualebas warmoadgens maTi funqci-

onirebis dinamikaSi Seswavla. am TvalsazrisiT saerTa-

Soriso biznesis organizaciisa da marTvis Tanamedrove

literaturaSi aprobirebuli meTodia sasicocxlo cik-

lebi. aseT midgomas iyeneben kvlevisa da danergvis sfe-

roSi samuSaoebis Casatareblad, sawarmoo procesis,

produqtisa da bazris, organizaciis zrdisa da ganviTa-

rebis Sesaswavlad.

257

strategiuli aliansebis sasicocxlo cikli

winaT-

grZnoba

gataceba Sefaseba koordi-

nacia

investi-

reba

stabi-

lizacia

arCe-

vani

stadi-

is maxa-

siaTeb-

lebi

analogi-

uri in-

terese-

bis da sa-

Wiroebe-

bis gac-

nobiere-

ba

strate-

giuli

intere-

sebis

Tanxved-

ra

finansu-

ri per-

speqti-

vebi, eko-

nomikuri

safuZve-

li, mo-

kavSiree-

bis in-

formi-

reba

sawarmoo

perspeq-

tivebi,

Sromis

ganawi-

leba, pa-

ralelu-

ri saqmi-

anoba

rTuli

gadawyve-

tilebebi,

valdebu-

lebebis

aReba, re-

sursebis

gadanawi-

leba, saq-

mianobis

gafarTo-

eba

gazrdi-

li ur-

Tier-

Tdamoki-

debule-

ba, miR-

weulis

SenarCu-

neba Ca-

debuli

investi-

ciebisa

da miRe-

buli mo-

gebis Se-

faseba

axla

saiT?

Ziri-

Tadi

saqmia-

noba

partnio-

ris Zebna

partnio-

ris ga-

movlena

Sefaseba

molapa-

rakebebi

koordi-

nacia

integra-

cia

gafarTo-

eba

zrda

Segueba gada-

fase-

ba

urTi-

er-

Tqme-

debis

etapi

`dakvir-

vebuli~

xedvis

formi-

reba

kontaq-

tis daw-

yeba

molapa-

rakebebi

valdebu-

lebebis

miReba

zusti

Tanxved-

ra

gada-

fase-

ba di-

alo-

gi

alian-

sis me-

neje-

ris

roli

meocnebe strate-

giuli

mfarve-

li

advokati Suamava-

li

wamqeze-

beli

menejeri mom-

rige-

beli

cxrili gviCvenebs strategiuli aliansebis sasicoc-

xlo ciklis stadiebs. TiToeuli maTgani ganisazRvreba im

cvlilebiT, romelic Tan axlavs Canafiqris realobad ga-

daqcevas. yvelaze adreuli stadiaa winaTgrZnoba, am

etapze Cndeba strategiuli aliansis formirebasTan da-

kavSirebuli ocnebebi da ideebi. kompaniaSi iwyeba strate-

giuli alternativebis formulireba da ganisazRvreba

potenciuri partniorebis SerCevis kriteriumebi. am sta-

diaze sruldeba winaswari samuSaoebi imis dasabuTebisaT-

vis, rom swored strategiuli aliansis formirebaa kompa-

niis Semdgomi ganviTarebis saukeTeso gza.

258

gatacebis stadiaze potenciuri partniori SerCeu-

lia da iwyeba TanamSromlobis sakvanZo mimarTulebebis

gamovlena. strategiuli koordinaciis mizniT saqmeSi

aqtiurad erTvebian Tof-menejerebi. Sefasebis stadia-

ze sruldeba TanamSromlobis pirobebis formulireba.

Tanxmdeba aliansis wevrebis marTvasa da mogebaSi monawi-

leobis sakiTxebi. ganisazRvreba strategiuli aliansis

ekonomikuri aspeqtebi da zustdeba finansuri perspeq-

tivebi. Semdgomi nabiji aris koordinacia, am dros for-

malurad iwyeba erToblivi saqmianoba da iqmneba myari

TanamSromlobis struqturis ConCxi. kompaniebis xel-

mZRvaneloba koncentrirebulia integraciis amocanebis

gadawyvetasa da axali saqmianobis koordinaciaze, rac

saSualebas iZleva gaizardos mogeba mokavSireTa urTi-

erTobebidan.

investireba — stadia, romelzec kompaniebi awyde-

bian aliansSi yofnis mZime realobas: droa gaRebul iqnas

fuli (anu ganmtkicdes movaleobebi) proeqtis momavali

ganviTarebisaTvis. rodesac aliansis gegmebis Sesabami-

sad iwyeba resursebis moZraoba, xedva iqceva ekonomikur

realobad. bolo, stabilizaciis fazaSi saerTaSoriso

strategiuli aliansi warmogvidgeba moqmed, sicocxli-

sunarian struqturad. miRweulia homeostazis mdgoma-

reoba da yvela partniori koncentrirebulia strategi-

uli aliansis miznebze.

strategiuli aliansis sasicocxlo ciklis fazebis

martivi daxasiaTeba, bunebrivia, ar cvlis procesis di-

namikis analizs. aseve, gasaTvaliswinebelia adamianebis,

procesebis da saqmianobis mimarTulebebis dinamikac.

cxrilidan Cans, rom saerTaSoriso strategiuli aliansi

warmoadgens saqmiani da pirovnebaTaSorisi aqtivobis

rTul kombinacias, romelic mimarTulia urTierTsasar-

geblo miznebis miRwevaze. orive sfero mniSvnelovan gav-

lenas axdes strategiuli aliansis ganviTarebaze. saqmi-

ani ciklis Seswavla saSualebas gvaZlevs gavaanalizoT

259

aliansis komerciuli evolucia, xolo piradi urTier-

Tobebis kvleva warmodgenas gviqmnis partniori organi-

zaciebis da maTi personalis urTierTqmedebaze. saqmiani

aqtivoba warmoudgenelia pirovnebaTaSorisi urTier-

Tobebis gareSe. Sesabamisad, Tu ar dauTmobT saTanado

yuradRebas biznessa da adamianebs, ver moxerxdeba ali-

ansis potenciuri SesaZleblobebis realizacia.

biznesis sasicocxlo ciklis koncefcia gvixsnis

strategiuli aliansis ekonomikur miznebs da bevrad

hgavs saqonlis sasicocxlo ciklis tradiciul koncef-

cias. TiToeuli stadia xasiaTdeba sakiTxebisa da saqmia-

nobebis nakrebiT, romelic mimarTulia aliansis iseTi

amocanebis gadawyvetaze, rogoricaa: procesebi da pro-

cedurebi, gare garemos cvlilebebi, konkurentebis po-

tenciuri da realuri reaqcia, finansuri prognozebi,

bazris misawvdomoba, momxmareblis kmayofileba, riske-

bisa da SesaZleblobebis ganawilebis meqanizmi.

pirovnebaTaSorisi sasicocxlo ciklis koncefci-

iT SeiZleba aRvweroT strategiuli aliansis partnio-

rebs Soris urTierTobis dinamika. TiToeuli faza moi-

cavs gadasaWrel amocanaTa nakrebs pirovnebaTaSorisi

urTierTobis sferoSi, rogoricaa: partnioris gacnoba,

valdebulebebisa da ndobis ganviTareba, konfliqtebis

gadaWra da imis gaazreba, Tu rogor unda ganxorcieldes

marTva mravalganzomilebian struqturaSi.

saqmiani da adamianuri urTierTobebi ganuyofelia,

amitom kompanias ar SeuZlia koncentrireba moaxdinos

mxolod aliansis komerciul logikaze. pirovnebaTaSo-

risi urTierTobebi warmoadgens saqmiani kontaqtebis ga-

saRebs da misi roli kidev ufro izrdeba, rodesac adami-

anebi ierarqiuli struqturis sxvadasxva safexurze im-

yofebian. pirovnebebs Soris gaCenili ndoba amartivebs

urTierTobebs aliansis SigniT, rac gansakuTrebiT mniS-

vnelovania rTul periodSi. es aris erTgvari maSveli

rgoli, romelic icavs alianss daSlisagan, maSin, rode-

260

sac misi efeqtianoba dabalia da gegmebi ver sruldeba.

magram gulubryviloba iqneboda gvefiqra, rom aliansis

gadasarCenad sakmarisia myari adamianuri urTierTobebi

— kargi saqmiani perspeqtivebi aranaklebmniSvnelovania.

zogjer strategiuli aliansi iqmneba mxolod imis Sede-

gad, rom monawile kompaniebis xelmZRvanelebi eZeben Ta-

namSromlobis saSualebas, Tumca, am urTierTobebis gan-

viTarebisaTvis saWiroa myari saqmiani logika. ndobis

atmosfero partniorebs icavs gauazrebeli nabijebisa-

gan iseT situaciebSi, rodesac saWiroa problemis swra-

fi gadawyveta da investiciebis gadarCena.

sainteresoa, rom rodesac biznesi warmatebiT mim-

dinareobs, partniorebisaTvis damaxasiaTebelia pirov-

nebaTaSorisi problemebis ignorireba. es savsebiT bu-

nebrivia, radgan ekonomikuri keTildReobis pirobebSi

viTardeba usafrTxoebis cru rwmena da izrdeba moTmi-

nebis xarisxi pirovnebaTaSorisi problemebis mimarT.

krizisis warmoqmnis SemTxvevaSi aseTi mdgomareoba SeiZ-

leba Zalian Zvirad daujdes strategiul alianss. am

dros kompaniam unda SeinarCunos keTilgoniereba, rad-

gan piradi interesebis gavleniT adamianebi daiwyeben

saqmis interesebis ugulebelyofas. Tu komerciuli per-

speqtivebi realurad mimzidvelia, piradi urTierTobe-

bis Zalam xeli ar unda SeuSalos jansaRi gadawyvetile-

bis miRebas.

saerTaSoriso strategiuli aliansis marTva urTu-

lesi saqmea, am dros gadasaWreli amocanebi droSi ic-

vleba. TviT aliansis buneba arTulebs mis marTvas. stra-

tegiuli aliansi aerTianebs or an met damoukidebel

kompanias — TiToeuls sakuTari amocanebiT, miznebiTa

da kulturiT. amasTan, kompaniis kultura mxolod erov-

nul Taviseburebebamde ar daiyvaneba. arsebobs korpora-

ciuli kulturis iseTi aspeqtebi, romelic gavlenas ax-

dens kompaniebis erTad muSaobis unarze. amitom, strate-

giuli aliansis samarTavad irCeven gansakuTrebuli una-

261

rebis mqone menejerebs. martivad rom vTqvaT, strategi-

uli aliansis warmateba damokidebulia mis xelmZRvanel-

ze.

strategiuli aliansis ganviTarebis adreul stadi-

aze menejeris roli ganWvretasa da mfarvelobaSi gamoi-

xateba. upirvelesi amocanaa, aliansis Seqmnis ideis swo-

rad formulireba, xolo Semdeg misi popularizacia kom-

paniaSi. mas Semdeg, rac axali struqtura garkveul kon-

turebs SeiZens, menejeri Sedis advokatis rolSi — auci-

lebelia dainteresebuli mxareebis Tanxmobis miReba

kompaniaSi da mis gareT. aliansis saqmianobis stabiliza-

ciis etapze menejeris saqmianobaSi mTavari xdeba xel-

mZRvaneloba da zedamxedveloba ganxorcielebul opera-

ciebze, aseve, momrigeblis rolis Sesruleba wevrebs So-

ris konfliqtis warmoqmnis SemTxvevaSi. aq arsebiTi is

aris, rom menejeris mTavari sazrunavi icvleba droSi

strategiuli aliansis ganviTarebasTan erTad.


1. ra aris strategiuli aliansi?

2. ra movlenebma SeiZleba ubiZgos kompanias strategi-

ul aliansSi gerTianeba?

3. ra miznebs emsaxureba strategiuli aliansi?

4. rogoria erToblivi sawarmos ZiriTadi niSnebi?

5. erToblivi sawarmos marTvis ra tipebi iciT?

6. CamoTvaleT da daaxasiaTeT strategiuli aliansis

ZiriTadi upiratesobebi.

7. daaxasiaTeT strategiuli aliansis sasicocxlo cik-

lis stadiebi.

262

literatura:

1. yorRanaSvili l., saerTaSoriso biznesis organizaci-

ul-samarTlebrivi safuZvlebi, Tb., 2006;

2. yorRanaSvili l., saerTaSoriso biznesi, Tb., 1998;

3. SaburiSvili S., TavarTqilaZe m., saerTaSoriso stra-

tegiuli aliansebis sasicocxlo cikli, samecniero

Sromebis krebuli, ekonomikisa da biznesis ganviTare-

bis tendenciebi saqarTveloSi, Tb., 2010;

4. Гриффин Р., Пастей М., Международный Бизнес, М. 2006.

263

Tavi IX

saerTaSoriso organizaciuli

struqturebi da kontroli


1. organizaciuli struqturebis arsi;

2. globaluri organizaciuli struqturebi;

3. centralizacia da decentralizacia;

4. kontrolis funqcia saerTaSoriso biznesSi.

9.1. organizaciuli struqturebis arsi

qveganyofilebebisa da muSakTa saqmianobis koor-

dinaciis uzrunvelyofis mizniT, organizaciebi qmnian

struqturebs, romlebic erTmaneTisgan gansxvavdebian

centralizaciisa da decentralizaciis sirTuliT (saq-

mianobis calkeul funqciebad dayofis xarisxiT), forma-

lizaciiT (adre dadgenili wesebisa da procedurebis ga-

moyenebis xarisxiT) da TanafardobiT (e.i. doneebiT,

romlebzec miiReba mmarTvelobiTi gadawyvetilebebi).

organizaciaSi struqturuli urTierTkavSirebi

mravali mkvlevarisa da xelmZRvanelis yurdRebis cen-

trSia. imisaTvis, rom efeqtianad iqnes miRweuli miznebi,

aucilebelia samuSaoebis, qveganyofilebebisa da fun-

qciuri erTeulebis struqturis gageba. samuSaoTa da

adamianTa organizacia Zlier gavlenas axdens momuSave-

Ta qcevaze. struqturuli da qceviTi urTierTkavSirebi,

Tavis mxriv, exmareba organizacias miznebis dadgenaSi,

gavlenas axdens muSakebis damokidebulebasa da qcevaze.

struqturuli midgoma gamoiyeneba organizaciebSi saq-

mianobis ZiriTadi elementebis da maT Soris urTier-

TkavSiris uzrunvelsayofad. is gulisxmobs Sromis da-

264

nawilebas, kontols, decentralizaciisa da departamen-

talizaciis gamoyenebas.

organizaciis struqtura (organization design, orga-nization sructure) organizaciis qveganyofilebebs da muSa-

kebs Soris fiqsirebuli urTierTkavSirebia. organiza-

ciuli struqtura korporaciis masStabiT saqmianobis

samarTavad gamoyenebuli urTierTdakavSirebuli

struqturuli komponentebisa da maTi konfiguraciebis

yovlismomcveli sqemaa. kompaniisaTvis misaRebi organi-

zaciuli struqturis arCeva damokidebulia kompaniis

sidideze, strategiaze, gamoyenebul teqnologiebze, ga-

re ekonomikur pirobebsa da im qveynebis kulturul Ta-

viseburebebze, sadac kompania bizness eweva.

SeuZlebelia kompaniis funqcionireba sxvadasxva

struqturuli qvedanayofis erTian sistemad gaerTiane-

bis gareSe. kompaniisaTvis misaRebi organizaciuli

struqturis formireba xels uwyobs iseTi amocanebis

Sesrulebas, rogoricaa:

• kompaniis resursebis ganawileba;

• kompaniis TanamSromlebs Soris Tanamdebobrivi

valdebulebebis ganawileba;

• TanamSromelTa informireba kompaniaSi misaRebi

wesebisa da procedurebis Sesaxeb;

• im informaciis Sekreba da gadacema, romelic ga-

moiyeneba problemis gadawyvetis procesSi.

am ukanasknel amocanas, anu informaciis Sekrebasa

da gadacemas, Zalze didi mniSvneloba aqvs saerTaSoriso

kompaniisaTvis, radganac kompaniis Stab-binasa da qveda-

nayofebs Soris, romlebic mTel msoflioSia gafantuli,

uzarmazari informaciis gacvla xdeba.

kompaniis formireba uwyveti procesia. kompaniis

sasicocxlo ciklis ganmavlobaSi misi organizaciuli

struqtura ar aris ucvleli. gamokvlevebiT dadgenilia,

rom damoukidebel kompaniaTa umravlesobasa da msxvil

kompaniaTa qvedanayofebis organizaciul stuqturebSi

265

umniSvnelo cvlilebebi weliwadSi saSualod erTxel,

xolo arsebiTi cvlilebebi — 4-5 weliwadSi erTxel xde-

ba. am cvlilebebs iwvevs kompaniis strategiis cvlileba.

warmatebuli kompaniis ZiriTadi maxasiaTebelia organi-

zaciuli struqturis strategiasTan SesabamisobaSi moy-

vanis unari.

kompaniis strategia, romelic gulisxmobs saerTa-

Soriso saqmianobis gafarToebas, gavlenas axdens mis or-

ganizaciul struqturaze. Tumca unda aRvniSnoT, rom

vidre kompanias SezRuduli raodenobis saerTaSoriso

operaciebi aqvs, igi agrZelebs arsebuli organizaciuli

struqturis gamoyenebas. aseT dros sagareo vaWrobis

operaciebis Sesruleba davalebuli aqvT marketingis an

safinanso ganyofilebebs. aseTi Tanmdevi midgoma

(Corollary approach) mcire saerTaSoriso operaciebis mqone

kompaniisaTvis tipuria. rogorc ki kompaniaSi saerTaSo-

riso operaciebis moculoba gaizrdeba, saeqsporto gan-

yofilebis (export departament) saWiroebac Seiqmneba. am gan-

yofilebis muSakTa funqciebSi Sedis saerTaSoriso ope-

raciebis Sesrulebis kontroli, SekveTebis damuSaveba,

produqciis marketingi, ucxoel distributorebTan kon-

taqtebis damyareba-SenarCuneba da a.S. Tavdapirvelad am

ganyofilebis ufrosi SeiZleba eqvemdebarebodes marke-

tingis an safinanso ganyofilebis ufross, saerTaSoriso

operaciebis gafarToebis Semdeg ki misi statusi zemoaR-

niSnul ganyofilebebis ufrosebTan gaTanabrdeba.

kompaniaSi saerTaSoriso operaciebis aqtivizaciis

kvalobaze, kompaniis saeqsporto ganyofileba veRar SeZ-

lebs masze dakisrebuli movaleobis Sesrulebas da iw-

yebs TanamSromelTa gagzavnas sazRvargareT ucxouri

bazrebis Sesaswavlad anda xsnis Svilobil sawarmoebs.

xSirad saeqsporto ganyofilebis specialistis ga-

mocdileba ar aris sakmarisi wamoWril problemaTa da

didi moculobis samuSaos Sesasruleblad. aseT dros

kompania cvlis organizaciul struqturas da masSi Seh-

266

yavs axali samsaxuri _ saerTaSoriso qvedanayofi

(International Division). es qvedanayofi axdens resursebis

koncentracias kompaniis saerTaSoriso operaciebisTvis

da orientirebulia am operaciebis Sesabamisi specialu-

ri programebis SemuSavebaze.

9.2. globaluri organizaciuli struqturebi

erovnul kompaniaSi, rogorc aRvniSneT, mravalgva-

ri saerTaSoriso operaciis Sesrulebas saerTaSoriso

qvedanayofebi axorcieleben. SemdegSi, roca isini gar-

daiqmnebian mravalerovan kompaniebad, auqmeben aseT qve-

danayofebs da ayalibeben globalur organizaciul

struqturas, romelmac unda uzrunvelyos kompaniis te-

ritoriulad daSorebul sawarmoTa urTierTqmedeba da

kompaniis strategiis realizacia. aseTi tipis struqtu-

ris Seqmna kompaniis saerTaSoriso konkurentunariano-

bis uzrunvelsayofad sami ZiriTadi tipis informaciis

Tavmoyras gulisxmobs, esenia:

1. informacia teritoriebis Sesaxeb (kompaniis me-

nejerebs unda hqondeT informacia im qveynebis

bazrebis ekonomikuri, socialuri, komerciuli

da sxva pirobebis Sesaxeb, sadac kompania bizness

eweva);

2. informacia saqonelze (menejerebi informire-

buli unda iyvnen im faqtorebze, romlebic gav-

lenas axdenen kompaniis mier warmoebul da rea-

lizebul saqonelze);

3. funqciuri informacia (menejerebs unda SeeZ-

loT informaciis gacvla Tavis kolegebTan).

yvelaze ufro gavrcelebulia globaluri organi-

zaciuli struqturis xuTi tipi:

• globaluri funqciuri struqtura

• globaluri sasaqonlo struqtura;

267

• globaluri geografiuli struqtura;

• momxmarebelze orientirebuli globaluri

struqtura;

• globaluri matriculi struqtura.

qvemoT Cven davrwmundebiT, rom TiToeuli es

struqtura dafuZnebulia erTi romelime tipis infor-

maciaze.

globaluri funqciuri struqtura (Global Functio-nal Design) iseTi struqturaa, romelic kompaniaSi calke-

uli funqciis ( warmoeba, finansebi, marketingi, kadrebis

marTva da a.S.) Sesasruleblad saerTaSoriso masStabiT

pasuxismgebeli ganyofilebebis an qvedanayofebis Seq-

mnas gulisxmobs. ama Tu im qvedanayofis saqmianobis kon-

kretuli maxasiaTeblebi da Tvisebebi Seesabameba kompa-

niis saqmianobis yvelaze mniSvnelovan mimarTulebebs. am

tipis struqturiT muSaoben viwro specializaciis tran-

snacionaluri kompaniebi; magaliTad, kompania ,,British Airways~-is sruqtura (nax. 1). es kompania axorcielebs sa-

haero gadazidvebs da aqvs funqciuri ganyofilebebi,

maT Soris korporaciuli finansebis, adamianuri resur-

sebis, teqnikuri uzrunvelyofis da sxv.

globaluri funqciuri struqtura gamoirCeva Za-

lauflebis mtkice vertikaliT. informacia miedineba

zevidan qveviT ierarqiis mixedviT, mmarTvelobis jaWvi

organizaciis saTaveSi iyris Tavs. aseTi struqturis

farglebSi TanamSromlebi umTavresad sakuTari ganyo-

filebis TanamSromlebTan urTierToben: zemdgomi orga-

noebis gadawyvetilebebi ganyofilebebSi sruldeba. kom-

paniaSi yoveli TanamSromlis saqmianoba mkacri wesebiT

da procedurebiT ganisazRvreba. ierarqiis dabal done-

ze myofi TanamSromlebi pativs scemen zemdgomi Tanam-

Sromlis uflebas, miiRos gadawyvetilebebi da gasces

brZanebebi. TanamSromlis kariera damokidebulia mis

funqciur Tvisebebze: Tavisi Cvevebis ganviTarebiT Ta-

namSromels dawinaurebis SesaZleblobebi aqvs.

268

na

x.1

. k

om

pa

ni

a ,

,Bri

tish

Air

way

s~ —

is

gl

ob

al

ur

i f

un

qc

iu

ri

st

ru

qt

ur

a

269

globalur funqciur struqturas mTeli rigi upi-

ratesobebi aqvs. maT Soris:

1. codnisa da gamocdilebis uproblemo da Seuz-

Rudavi gadacema kompaniis funqciur ganyofi-

lebebSi;

2. menejerebis SesaZlebloba centralizebulad

gaakontrolon kompaniis yvela funqciuri qve-

danayofi;

3. kompaniis ZiriTad funqciebze fokusirebis Se-

saZlebloba.

globaluri funqciuri struqturis naklovani mxaree-

bia:

1. uCinari da formaluri sazRvrebi ganyofile-

bebs Soris da garemos cvlilebebze Senelebuli

reaqcia;

2. problemebi inovaciur saqmianobaSi;

3. TanamSromlebis mier saorganizacio amocanebis

SezRuduli aRqma.

globaluri funqciuri struqtura SeiZleba mra-

vali kompaniisaTvis ar iyos misaRebi. es struqtura upi-

ratesad wiaRiseuli resursebis mompovebel da gadama-

muSavebel kompaniebSi gamoiyeneba, radganac maTTvis ga-

mocdilebisa da codnis gadacema-gaziarebas didi mniS-

vneloba aqvs. igive exeba im kompaniebs, romelTa sawarmo-

ebSi (punqtebSi) saqmianobis erTiani standartebi gamoi-

yeneba (magaliTad, kompania ,,British Airways~-is yvela ae-

roportSi erTnairi standartebia SemoRebuli, ganur-

Cevlad imisa, Tu saidan sad mifrinavs TviTmfrinavi).

globaluri sasaqonlo struqtura. saerTaSoriso

kompaniebSi yvelaze ufro xSirad globaluri sasaqonlo

struqtura gamoiyeneba. globaluri sasaqonlo struq-

tura (Global Product Design) pasuxismgeblobas saqonelze

an saqonelTa jgufze kompaniis qvedanayofebs Soris ana-

wilebs. organizaciuli struqturis es tipi yvelaze mi-

zanSewonilia maSin, roca kompania sxvadasxva jgufis

270

(ojaxis) saqonels uSvebs, an roca am saqonels sxvadasxva

bazarze yidis. Tu kompania monaTesave saqonels amzadebs,

maSin misi organizaciuli struqtura e.w. M tipis struq-

turis Sesabamisad yalibdeba (M inglisuri sit-

yva ,,Multidivisional~-is abreviaturaa). maSasadame, M tipis

struqtura niSnavs imas, rom kompania Sedgeba mTeli rigi

avtonomiuri erTeulebisgan, romlebic erTmaneTTan

aris dakavSirebuli. Tu kompania amzadebs iseT saqonels,

romelic erTmaneTTan ar aris dakavSirebuli, maSin misi

organizacia H tipis sqemiT xdeba (H aRebulia inglisuri

sityva ,,Holding~-idan). H tipis struqturis kompaniac

Sedgeba ramdenime avtonomiuri qveganayofisgan, romle-

bic, aseve, erTmaneTisagan damoukideblad saqmianoben. H tipis struqturis mqone kompaniis magaliTia Cinuri kom-

pania ,,Shougang Corp~ (nax. 2).

nax.2. kompania ,,Shougang Corp~-is globaluri

sasaqonlo struqtura

271

globalur sasaqonlo struqturas aqvs Tavisi upi-

ratesobebi:

1. kompaniis TiToeuli qveganayofis saqmianoba

orientirebulia erTi saqonlis an saqonelTa

jgufis gamoSvebaze;

2. globaluri sasaqonlo struqtura iZleva war-

moebis efeqtianobis amaRlebis SesaZleblobas,

radganac menejerebs SeuZliaT saqonlis warmo-

eba iq, sadac danaxarjebi naklebi iqneba;

3. menejerebi saqonlis Sesaxeb floben maqsimalur

informacias da, Sedegad, SeuZliaT efeqtianad

danergon warmoebaSi axali teqnologiebi;

4. struqtura xels uwyobs saqonlis globalur

marketings;

5. aseTi kompaniis menejerebi azrovneben globa-

lurad, rac ganapirobebs kompaniaSi geocentru-

li korporaciuli filosofiis formirebas;

aRsaniSnavia, rom globalur sasaqonlo struqtu-

ras aqvs naklovanebebic:

1. TiToeul sasaqonlo jgufSi muSaoben marketo-

logebi, finansistebi, informatikis specialis-

tebi da sxv. es iwvevs saqmianobis dublirebas;

2. zogierT SemTxvevaSi TiToeul qveganayofs

calke sWirdeba sakuTari sawarmoo simZlavree-

bi, rac dakavSirebulia did danaxarjebTan;

3. TiToeul sasaqonlo jgufs, aseve, calke sWir-

deba informaciis Segroveba im qveynebis bazre-

bis Sesaxeb, sadac maTi saqoneli gadis gasayi-

dad;

4. garTulebulia kompaniis sxvadasxva qvedanayo-

fis saqmianobis koordinacia.

im SemTxvevaSi, rodesac kompaniis saerTaSoriso

strategiaSi swored koordinacia aris mTavari, maSin

upiratesoba eniWeba ara sasaqonlo, aramed geografiul

struqturas.

272

globaluri geografiuli struqtura (Global Area Design) iseTi struqturaa, romelic kompaniis organiza-

ciebs erT garkveul teritoriaze ki ar ganalagebs, ara-

med msoflios nebismier regionSi. es midgoma gansakuT-

rebiT misaRebia im kompaniebisaTvis, romlebic bizness

policentruli an multilokaluri filosofiiT ewevian.

me-3 nax-ze mocemulia didi britaneTis kompa-

nia ,,Cadbury Schweppes PLC~-is globaluri geografiuli

struqtura.

nax. 3 globaluri geografiuli struqturis sqema

rogorc naxazidan Cans, ,,Cadbury Schweppes PLC~-is

organizaciuli struqtura teritoriuli niSniT aris

agebuli. kompanias xuTi ZiriTadi qvedanayofi aqvs, ro-

melTagan TiToeuli warmoadgens msoflios sxvadasxva

regions. TiToeuli regionis menejerebi muSaoben am kom-

paniis yvela saqonlis ganawilebaze, bazarze adgilis

damkvidrebaze, reklamaze da a.S.

globaluri geografiuli organizaciuli struq-

turis upiratesoba is aris, rom aseTi struqtura mene-

jerebs saSualebas aZlevs Seiswavlon adgilobrivi baz-

rebis moTxovnebi da moaxdinon maT mimarT kompaniis

273

adaptireba, Camoayalibon saqonlis asortimenti am regi-

onis TaviseburebaTa gaTvaliswinebiT da a. S., magram

globalur geografiul struqturas aqvs naklovanebe-

bic. masze orientacia kompanias akargvinebs dabali xar-

jebis upiratesobas. aseTi struqturis dros kompaniaSi

xdeba resursebis gafantva — TiToeul regions unda

hyavdes Sesabamisi specialisti, unda hqondes Sesabamisi

simZlavreebi da a.S.

momxmarebelze orientirebuli globaluri

struqtura (Global Customen Design) bazris garkveuli

segmentis an momxmarebelTa jgufis irgvliv kompaniis

operaciebis dajgufebas gulisxmobs. me-4 nax.-ze moce-

mulia aseTi struqturis sqema kompania ,,kodakis~ maga-

liTze. ,,kodakis~ qvedanayofi ,,Commercial Business Group~

axorcielebs holivudis, londonis, miunxenis, honkongis

da torontos kinoindustriisTvis maRalxarisxiani fi-

rebis miyidvas, meore qveganayofi ,,Consumen Busines Group~ — kodakis firmis produqtebis profesional fo-

tografebze da moyvarulebze miyidvas da a.S.

aseTi struqtura im SemTxvevaSi unda iyos gamoye-

nebuli, roca momxmarebelTa jgufebi imdenad gansxvav-

deba erTmaneTisgan, rom marketologebi maT mimarT sxva-

dasxva midgomas iyeneben. es struqtura akmayofilebs

momxmarebelTa calkeuli jgufis specifikur moTxov-

nebs (saWiroebebs), magram, radgan TiToeul am jgufs

calke specialistis (magaliTad, marketologis) momsa-

xureba sWirdeba, es iwvevs resursebis did danaxarjebs.

amasTan, gaZnelebulia sxvadasxva qvedanayofs Soris ko-

ordinaciac.

274

nax.4 kompania ,,KodaK~-is organizaciuli sruqtura

globaluri matriculi struqtura pirvelad

dainerga XX saukunis 50—60-ian wlebSi maRali teqnolo-

giebis dargebSi. globaluri matriculi struqtura

(Global Matrix Design) aris yvelaze rTuli struqtura.

masSi urTierTSerwymulia ori struqtura. miRebuli

struqtura metad moqnilia da mas matriculi ewodeba.

matriculi struqturis sqema mocemulia me-5 nax.-ze.

masSi erTmaneTTan aris Serwymuli globaluri sasaqon-

lo stuqtura da globaluri funqciuri struqtura.

globaluri matriculi struqturis gamoyenebiT kompa-

niebs SeuZliaT Camoayalibon specialuri sasaqonlo

jgufebi da maTSi moqmedi funqciuri ganyofilebebis

warmomadgenlebi Seiyvanon. aseTi struqtura iyenebs

rogorc sasaqonlo, ise funqciur qveganayofebis codna-

sa da gamocdilebas. matriculi struqturis sxva varian-

tebic arsebobs. magaliTad, geografiuli da funqciuri

struqturis Serwyma an geografiuli da sasaqonlo

struqturis Serwyma da a.S.

globaluri matriculi struqturis upiratesoba

is aris, rom igi erT samuSao jgufSi Tavs uyris funqciu-

275

ri menejerebisa da regionuli da sasaqonlo specialis-

tebis codnasa da gamocdilebas. aseTi muSa jgufebi sa-

Wiroa ZiriTadad axali saqonlis Sesaqmnelad, anda ba-

zarze warmoqmnili problemebis gadasawyvetad. magali-

Tad, kompania ,,Texas Instruments” axali saqonlis Sesaqmne-

lad xSirad iyenebs matricul struqturas, Tumca, saba-

zo struqtura aris funqciuri struqtura. Seqmnian Tu

ara axal saqonels, es jgufebi iSleba.

nax.5 globaluri matriculi struqtura

276

amrigad, globaluri matriculi struqtura kompani-

is organizaciul moqnilobas uzrunvelyofs. saWiro

SemTxvevaSi igi sxva saxis struqturis upiratesobebiT

sargeblobis saSualebas iZleva. amis miuxedavad, igi ar

gamodgeba viwro asortimentis mqone kompaniisaTvis, ro-

melic SedarebiT stabilur bazrebze muSaobs. misi nak-

lia isic, rom erTi da igive muSaki drois raRac monak-

veTSi SeiZleba Sediodes rogorc sasaqonlo, ise regio-

nul da funqciur qvedanayofebSi da maTi menejerebis mi-

er mas SeiZleba sruliad gansxvavebuli davalebebi mie-

ces. ormagi daqvemdebareba xSirad organizaciuli kon-

fliqtis safuZveli xdeba. stenli devisisa da pol lou-

rensis mixedviT, radgan `TanamSromlebi ver xedaven uf-

ross, visac isini emorCilebian, arsebobs tendencia anar-

qiisadmi da funqciuri qvedanayofis xelmZRvanelebi

cdiloben xelT igdon mTeli kontroli.~35

Tanamedrove organizaciuli struqturebi. bolo

aTwleulSi globaluri masStabiT konkurenciis gaZlie-

rebas, gadarCenis instiqtebs, pirvelobis ambicias, orga-

nizaciebma upasuxes centralizebulad koordinirebuli,

mravaldoniani biurokratiuli ierarqiidan gasvliT da

sxvadasxva ufro moqnili struqturebisken moZraobiT,

romlebic qselebs ufro gavs, vidre tradiciul mmar-

TvelobiT piramidebs.

qselurma organizaciebma 1980-ian wlebSi daiwyes

ganviTareba, es gamowveuli iyo saerTaSoriso konkuren-

ciiTa da teqnologiuri cvlilebebiT. qseluri organi-

zaciebis warmoSoba ukavSirdeba sabazro urTierTobebis

gadatanas organizaciis Siga garemoSi. qseluri organi-

zaciebis formam rogorc sawarmos gadarCenis yvelaze

saimedo saSualebam, farTo gavrceleba hpova, mkacri sa-

bazro konkurenciis pirobebSi. qseluri organizaciis

35 Stanley M. Davis and Paul R. Lawrence, «Problems of Matrix Organizations», Harvard Business Review, May-June 1978, p.132

277

mizani mimarTulia am organizaciis SemadgenlobaSi Sema-

vali monawileebis problemebis gadawyvetisaken.

qseluri struqtura niSnavs, rom organizacia anawev-

rebs Tavis ZiriTad funqciebs (warmoeba, gayidva, finan-

sebi, samecniero jgufebi da sacdel_sakonstruqtoro

samuSaoebi) calkeuli kontraqtiT momuSave kompaniebs

Soris, romelTa brokeris rolSic gamodis mcire saTao

organizacia36 (nax. 6).

nax.6. qseluri organizaciis sqema

moqmedi qseluri organizaciebis magaliTebad SeiZ-

leba dasaxeldes37:

1. qseluri organizacia, romelsac evaleba msxvili

proeqtebis ganxorcieleba. aq muSaoba organizebulia

specifikuri proeqtebis garSemo da iTvaliswinebs sxva-

dasxva profilis kvalificiuri muSakebisagan droebiTi

koleqtivis Seqmnas (magaliTad, samSeneblo da sawarmoo

proeqtebi, sagamomcemlo saqme an filmebis Seqmna);

2. qseluri organizacia raionebSi Seqmnili patara

sawarmoo firmebiT (savele organizacia). kavSiris es

forma moicavs, magaliTad, CrdiloeT italiis sawarmoo

raionebs (maT Soris iseT kompanias, rogoricaa `Benetoni~) 36Туровец О. Г., Родионова В.Н. Теориа Организации. М., ИНФРА-М, 2003 с..81 37Мильнер В. З. Теориа Организации. М., ИНФРА-М, 2007 с..286

buRaltruli

aRricxvis

mwarmoebeli kompania

ZiriTadi

kompania

(brokerebi)

warmoebuli

produqciis

SemuSaveba da

dizaini

kompania

mwarmoebeli

satransporto

kompania

kompania

distributori

278

an naxevargamtarebis warmoebis firmas silikonis velSi

(aSS);

3. geografiulad gafantuli da erTian sistemaSi ga-

erTianebuli msxvili wamyvani sawarmoo firmebi. aseTebs

miekuTvneba kargad cnobili aziuri komerciuli gaerTi-

aneba `Keiretsu~, mTavari amwyobi kompaniebi da sxvadasxva-

nair wvril momwodeblebs Soris (magaliTad, `Volvo~ Sve-

deTSi) korporaciuli kavSirebi;

4. strategiuli kavSirebi. aseTi kavSirebi gavrcele-

bulia yvela tipis kompaniebs Soris, romlebic miiswra-

fian globaluri masStabiT uzrunvelyon TaviaanTi kon-

kurentuli upiratesobani.

qseluri organizaciebi gansxvavdeba sxva tipis or-

ganizaciebisgan mTeli rigi TvisebebiT: qseluri organi-

zaciebi ufro metad eyrdnobian sabazro meqanizmebs vid-

re resursebis nakadebis marTvis administraciul for-

mebs; isini gulisxmoben monawileTa ufro qmediT da da-

interesebul rols; qselebi warmoadgens im organizaci-

ebis gaerTianebas, romlebic dafuZnebulia kooperacia-

ze da iyenebs maT gankargulebaSi myof aqtivebs.

qselur struqturas mTeli rigi upiratesobebi aqvs.

maT Soris:

• konkurentunarianoba msoflio doneze;

• samuSao Zalis moqnili gamoyeneba;

• sabazro moTxovnebisadmi adaპტიreba;

• ierarqiuli kavSirebis mcire raodenoba;

qselur struqturis naklovani mxareebia:

• kompaniis saqmianobaze uSualo kontrolis arar-

seboba;

• konkretul sawarmoSi viwro specializaciisTvis

upiratesobis miniWeba;

• riskebis arseboba sakadro Semadgenlobaze zedme-

tad damokidebulebisa da kadrebis gadinebasTan

dakavSirebiT.

279

qselur struqturebTan mWidrodaa dakavSirebuli

e.w. virtualuri organizacia. virtualuri organizacia

warmoadgens kompaniebis droebiT qsels, romlebic er-

Tiandebian bazris swrafad cvalebadi SesaZleblobebis

gamosayeneblad.

virtualuri korporacia ideis saxiT Caisaxa futu-

ristebis warmosaxvaSi, Semdeg igi gadaiqca SesaZleblad

marTvis TeoretikosebisTvis da axla ki misi arseboba

gaxda ekonomikuri aucilebloba sazogadoebisaTvis.

virtualuri korporacia _ es aris sxvadasxva sawamoe-

bisgan an erTmaneTisgan Sors myofi adamanTa jgufebisa-

gan Seqmnili strategiuli aliansi, romlebic erTiande-

bian informaciuli da inteleqtualuri teqnologiebis

(interneti da sxva) saSualebiT.

amgvarad, xdeba xelovnuli sazogadoebis formireba,

romelic Tavis saqmianobas axorcielebs virtualur siv-

rceSi. virtualur organizacias ar gaaCnia erTiani iuri-

diuli organizaciuli struqtura. rogorc qselur or-

ganizaciebSi, virtualur korporaciebSic iTvaliswine-

ben ierarqiuli CarCoebis waSlas da inteleqtualuri

TanamSromlobisa da menejerebis qseluri kooperaciis

ganviTarebas.38.

virtualur korporaciebs gaaCniaT droebiTi xasia-

Ti, rac organizaciis mudmivi cvlilebisa da amave dros

axlad warmoqmnili SesaZleblobebis gamoyenebis saSua-

lebas iZleva.

Tanamedrove informaciuli teqnologiebi da komu-

nikaciebi xels uwyoben virtualuri struqturebis mTel

msoflioSi gavrcelebas da amasTan, erTad molaparake-

bebisa da TaTbirebis Catarebas realuri drois reJimSi.

tradiciuli Serwymisagan da STanTqmisagan gansxve-

vebiT, virtualuri organizaciis partniorebi inawile-

ben danaxarjebs, iyeneben erTmaneTis gamocdilebas da

saerTaSoriso bazrebis xelmisawvdomobas. virtualuri

38 Мильнер В. З. Теориа Организации. М., ИНФРА-М, 2010 с..769-770.

280

organizaciis ganmasxvavebeli niSnebi Semdegnairad SeiZ-

leba CamovayaliboT39:

1. myari kontraqtebis dasamyareblad informaciuli

teqnoligiebis gamoyeneba;

2. Zalisxmevis gaerTianeba axali SesaZleblobebis

realizaciisTvis;

3. tradiciuli sazRvrebis moSla. Zneli gasarkvevia

sad iwyeba erTi da sad mTavrdeba meore kompania;

4. ndoba _ partniorebi inawileben `saerTo beds~,

Segnebuli aqvT, rom erTi maTganis bedi damokidebulia

meoreze.

5. srulyofileba _ ramdenadac kavSirSi yoveli

partniori qmnis Tavis ~ZiriTad kompetencias,~ SeiZleba

Seiqmnas yvela gagebiT Tnamedrove da srulyofili or-

ganizacia.

rogorc vxedavT, Zveli stilis organizaciuli

struqturebisagan gansxvavebiT qselur da virtualur

organizaciebSi mniSvnelovani cvlilebebi moxda: cen-

tralizebulad koordinirebuli, mravaldoniani biu-

rokratiuli struqturis mqone organizacia, sadac ada-

mianebi ki ar exmarebian, aramed ejibrebian erTmaneTs, Se-

icvala horizontaluri struqturis mqone, urTier-

TmxardaWeraze dafuZnebuli Tanamedrove organizaciiT.

cnobilma mecnierma piter drukerma, romlis naSromebi

marTvis dargSi metad popularulia, saerTo amerikul

konferenciaze àxali organizaciebis Seqmna~ (1994 w. no-

emberi) Tavis moxsenebaSi `biznesi da marTva~ aRniSna,

rom XXI saukuneSi Seicvleba sawarmoebis saqmianobis

principuli safuZvlebi: Tu aqamde maTi saqmianoba efuZ-

neboda racionalur organizacias, momavalSi igi dae-

fuZneba codnasa da informacias. XXI saukunis organiza-

ciebSi umetesad imuSaveben specialistebi, romelTa saq-

mianoba mimarTuli iqneba kolegebTan, momxmareblebTan

da korporaciis strategiul centrTan ukukavSirebiT.

39 Лютенс Ф. Организационное поведение. М., 2006. с. 225

281

9.3. centralizacia da decentralizacia

zogierT kompaniaSi umaRlesi rangis xelmZRvane-

lebi iReben gadawyvetilebebs, dabali rangis xelmZRva-

nelebi ki mxolod maT direqtivebs asruleben. aris iseTi

kompaniebi, sadac gadawyvetilebis miRebis procesi ina-

cvlebs qvemoT im xelmZRvanelebTan, romlebic yvelaze

ufro mWidrod arian dakavSirebuli konkretul gadasa-

wyvet problemebTan. pirvel SemTxvevaSi, rogorc cnobi-

lia, xdeba marTvis centralizacia, xolo meoreSi —

decentralizacia.

centralizacia da decentralizacia ganekuTvneba

mmarTvelobiTi gadawyvetilebebis miRebis ierarqiul

doneebs. centralizacia niSnavs gadawyvetilebebis miRe-

bis uflebamosilebebis koncentrirebas kompaniebis mar-

Tvis maRal doneebze. decentralizacia ki — gadawyveti-

lebebis miRebis uflebamosilebebis gadanawilebas kom-

paniis qveda doneebze. decentralizacia ar niSnavs kon-

trolis gauqmebas. kontroli imdenad efeqtianad unda

Sesruldes, rom decentralizebuli moqmedebis swori

Sefaseba SesaZlebeli iyos. mkvlevarTa umetesobis az-

riT, ukanaskneli 30 wlis ganmavlobaSi aSS-sa da kanadaSi

dominirebda kompaniaTa marTvis decentralizaciis xa-

risxis zrdis tendencia. transnacionaluri kompaniebis

organizaciuli struqturis formirebis procesSi erT-

erTi mniSvnelovani sakiTxia imis garkveva, Tu ra donis

damoukidebloba eqnebaT maT Svilobil kompaniebs. Tu

davuSvebT, rom transnacionaluri kompania daadgeba de-

centralizaciis gzas da Tavis Svilobil kompanias stra-

tegiis, dafinansebis, warmoebisa da marketingis sakiTxe-

bis gadawyvetaSi miscems Tavisuflebas, aseT SemTxvevaSi

unda vifiqroT, rom misi menejerebi izruneben imisaTvis,

rom mTeli Zalisxmeva warmarTon Svilobili sawarmos da

ara deda kompaniis (korporaciis) interesebisken. Tu

transnacionaluri kompania moaxdens mkacr centraliza-

282

cias, maSin Stab-binis gadawyvetilebebi sasikeTod waad-

geba Tavad kompanias da misi saWiroebebis dakmayofile-

bas, magram amiT SeizRudeba Svilobili kompaniebis mene-

jerebis SesaZlebloba da ise swrafad da efeqtianad ve-

Rar upasuxeben adgilobriv bazrebze momxdar cvlile-

bebs. rogorc centralizacias, ise decentralizacias

aqvs Tavisi upiratesobebi da kompaniebi cdiloben orive

elementis erTdroulad gamoyenebas.

Svilobili kompaniis direqtorTa sabWos roli.

transnacionaluri korporaciebis Svilobili sawarmoe-

bi registrirdeba funqcionirebis adgilze da iRebs ad-

gilobrivi kompaniis statuss. qveynebis umravlesoba mo-

iTxovs, rom am kompaniebs marTavdes direqtorTa sabWo.

aseTi sabWo airCeva aqcionerebis mier (mocemul SemTxve-

vaSi transnacionaluri korporaciis aqcionerebis mier).

igi pasuxs agebs kompaniis efeqtian muSaobaze, rogorc

aqcionerebis, ise Svilobili kompaniis mmarTvelobis wi-

naSe da akontrolebs kompaniis umaRlesi rangis meneje-

rebis saqmianobas. transnacionalurma kompaniam unda ga-

nixilos sakiTxi imis Sesaxeb, rom CaiTvalos direqtor-

Ta sabWos Seqmna formalur nabijad, Tu mianiWos mas ga-

dawyvetilebaTa miRebis uflebamosileba.

Svilobili kompaniis direqtorTa sabWosaTvis uf-

lebamosilebaTa gadacema niSnavs gadawyvetilebaTa de-

centralizacias. transnacionalur kompaniaTa umravle-

soba mixvda imas, rom Svilobil kompaniebs es uflebamo-

silebebi unda gadaeceT da Tanac, am kompaniebSi meneje-

rebad umjobesia dainiSnon adgilobrivi moqalaqeebi. es

xels Seuwyobs Svilobili kompaniis integracias adgi-

lobriv saqmian wreebSi, rac biznesis warmatebiT ganxor-

cielebis sawindari iqneba.

koordinacia globalur organizaciul struq-

turebSi. saerTaSoriso kompaniebSi efeqtiani organiza-

ciuli struqturis formirebis procesis damamTavre-

bel aspeqts warmoadgens moqmedebaTa koordinacia. ko-

283

ordinacia aris sxvadasxva ganyofilebebsa da qvedanayo-

febs Soris, muSaTa jgufebsa da maT moqmedebebs Soris

kavSiri. koordinaciis saWiroeba muSakTa Soris urTier-

TkavSirzea pirdapir damokidebuli, anu, rac ufro maRa-

lia maTi urTierTkavSirebis done, miT ufro metad sWir-

debaT maT koordinacia.

nebismieri organizaciuli struqturis pirobebSi

saerTaSoriso kompaniebis ganyofilebebsa da qvedanayo-

febs Soris garkveuli koordinacia arsebobs. yovel or-

ganizaciul struqturaSi mkveTrad aris gansazRvruli

ierarqia. TiToulma menejerma icis, vis unda gadasces

informacia da saidan unda miiRos igi. kompaniaSi miRebu-

li wesebi da procedurebi xels uwyobs misi struqturis

sxvadasxva donis koordinacias.

saerTaSoriso kompaniebs SeuZlia droebiTi an spe-

cialuri meTodebis gamoyeneba. erT-erTi aseTi meTodia

TanamSromlebis Suamavlebad gamoyeneba. am meTodis mi-

xedviT kompaniis ori ganyofileba an qveganayofi erTma-

neTTan TanamSromlobs. es meTodi Zalze xSirad gamoiye-

neba kompania ,,Toyota~-Si. metic, Tu kompaniisTvis Tanam-

Sromlebs didi mniSvneloba aqvs, maSin Suamavlis rols

erTi adamiani ki ara, aramed specialuri jgufebi asru-

leben. magaliTad, ,,Ford~-isa da ,,Mazda~-s kompaniebSi av-

tomanqanis erToblivi modelis — ,,Ford Focus~-is Sesaq-

mnelad specialuri jgufi iyo gamoyenebuli.

mravali saerTaSoriso kompania koordinaciis ara-

formalur meTodebs iyenebs. am TvalsazrisiT metad

efeqtiania araformaluri qseluri marTva (Informal Management Network), romelsac axorcielebs sxvadasxva

qveynis erTmaneTTan mWidro kavSirSi myofi menejerTa

jgufi. es gaerTianebebi ZiriTadad pirad kontaqtebs,

urTierTkavSirebs, saqmian Sexvedrebs, specjgufebSi er-

Tad muSaobas da a.S. emyareba. araformaluri qseluri

marTva biurokratiuli barierebis daZlevaSi metad

efeqtiani iaraRia.

284

9.4. kontrolis funqcia saerTaSoriso biznesSi

kontroli martivad rom vTqvaT, aris procesi,

romlis saSualebiTac kompaniis xelmZRvaneloba gansaz-

Rvravs, sworia Tu ara misi gadawyvetilebebi da xom ar

saWiroebs isini saTanado koreqtirebas. kontrolis fun-

qcia marTvis iseTi maxasiaTebelia, romelic probleme-

bis gamovlenis da kompaniis saqmianobis Sesabamisad ko-

reqtirebis SesaZleblobas iZleva iqamde, vidre es prob-

lemebi gadaizrdeba krizisSi. kontroli kompaniis saqmi-

anobis monitoringis procesis Semadgeneli elementia.

kontrolis process bevri saerTo aqvs Termostatis mu-

SaobasTan. Termostati akontrolebs SenobaSi tempera-

turas da, roca igi normidan ixreba, rTavs gagrilebis an

gaTbobis sitemas manam, sanam igi normas ar miaRwevs.

saerTaSoriso kompaniebSi kontrolis sami done ar-

sebobs: strategiuli, organizaciuli da operaciuli.

strategiuli kontrolis amocanaa saerTaSoriso

kompaniis strategiis formirebisa da realizaciis pro-

cesis monitoringi. ase rom, strategiuli kontrolis Se-

degad unda dadgindes rogorc korporaciis strategiis

Sesabamisoba im ekonomikur garemo pirobebTan, romel-

Sic korporacia funqcionirebs, ise strategiuli mizne-

bis efeqtianobis done da miRwevis saSualebebi.

strategiuli kontroli mniSvnelovan rols asru-

lebs axal bazrebze gasvlis, anda arsebuli bazris ga-

farToebisaTvis gadawyvetilebis miRebis procesSi. es

mtkiceba gansakuTrebiT sarwmunoa, erTi mxriv, maSin,

roca bazars aqvs gafarToebis didi potenciali, da, meo-

re mxriv, maSin, roca mas aqvs gaurkvevlobisa da riskis

maRali done. finansuri resursebi saerTaSoriso kompa-

niebSi warmoadgens strategiuli kontrolis umniSvne-

lovanes aspeqts. aqedan gamomdinare, metad mniSvnelova-

nia, Tu ramdenad efeqtianad mimdinareobs kompaniaSi bu-

Raltruli aRricxva, kerZod, Semosavlebisa da danaxar-

285

jebis aRricxva, maTi mimarTulebebi da wyaroebi da a.S.

finansuri kontrolis dabali done amcirebs kompaniis

konkurentunarianobas msoflio bazarze.

saerTaSoriso kompaniaSi finansuri kontroli str-

ategiuli kontrolis damoukidebel sferos warmoad-

gens. am saqmis Sesasruleblad umravles kompaniaSi ram-

denime administraciuli Tanamdebobaa gaTvaliswinebu-

li. am tipis Tanamdebobebs xSir SemTxvevaSi ,,kontroli-

ori~ ewodeba. msxvil saerTaSoriso kompaniebSi, rogorc

wesi, korporaciuli kontrolioris Tanamdebobaa Seqmni-

li, romelsac mTeli kompaniis finansur resursebze eva-

leba pasuxismgebloba. kompaniis TiToeul qvedanayofs

Tavisi kontroliori hyavs, romelic angariSvaldebulia

rogorc Tavisi qvedanayofis winaSe, ise mTavari kontro-

lioris winaSe.

saerTaSoriso kontrolioris gansakuTrebuli

zrunvis obieqtia sxvadasxva saxis valutis maragebis

marTva. magaliTad, kompania ,,Coca-Cola~-s yoveldRiurad

uxdeba 150-mde sxvadasxva saxis valutis marTva. kompani-

is yovel Svilobil sawarmos aucileblad unda hqondes

adgilobrivi valutis garkveuli raodenoba. es maT adgi-

lobriv bazarze operaciebis sawarmoeblad sWirdebaT.

amis garda, maT unda hqondeT rogorc deda sawarmos

qveynis, ise sxva qveynebis valutac, rom gaanaRdon im

qveynebidan mowodebuli saqonlis nedleulis, masalebis,

teqnologiebisa da sxv. Rirebuleba.

saerTaSoriso kompaniebis saqmianobisaTvis sul

ufro met mniSvnelobas iZens strategiuli kontrolis

iseTi tipi, rogoricaa erToblivi sawarmoebis da sxva

tipis strategiuli aliansebis kontroli. cnobilia, rom

saerTaSoriso kompaniebis mier aseTi aliansebi sul uf-

ro xSirad gamoiyeneba. es imas niSnavs, rom strategiulma

kontrolmac meti pasuxismgebloba unda ikisros maT

efeqtian muSaobaze.

286

organizaciuli kontrolis mizania kompaniis or-

ganizaciuli struqturis Semowmeba. kompaniaSi ama Tu im

organizaciuli struqturis danergva ar niSnavs am pro-

cesis damTavrebas. Tu garemo pirobebi icvleba an koreq-

tivebi Sedis korporaciis strategiaSi, maSin menejerebi

valdebuli arian cvlilebebi Seitanon organizaciul

struqturaSi, raTa uzrunvelyon organizaciis efeqtia-

ni muSaoba axal pirobebSi. igive unda moxdes, roca daiw-

yeba axali saqonlis gamoSveba, am saqonlis axal bazarze

gasvla da sxv.

organizaciuli kontrolis sistemis yvelaze gav-

rcelebuli tipia decentralizebuli sistema, romel-

mac ,,pasuxismgebeli centrebis kontrolis~ (Responsibility Center Control) saxelwodeba miiRo. am sistemis mixedviT,

kompaniaSi upirveles yovlisa, unda moxdes centrebis

identificireba. umetes SemTxvevaSi aseTi centrebis

rols asrulebs strategiuli sameurneo centrebi, ag-

reTve korporaciis teritoriuli an sasaqonlo princi-

piT gaerTianebuli qvedanayofebi. identificirebis Sem-

deg unda Semowmdes am centrebis muSaobis efeqtianoba

da maTi Sesabamisoba kompaniis strategiul miznebTan.

TiToeuli pasuxismgebeli centrisaTvis iqmneba kontro-

lis calke sistema.

kompaniam Tavis qvedanayofebSi SeiZleba gamoiyenos

agreTve saerTo organizaciuli kontroli (Generic Orga-nizational Control), anu moaxdinos erTi tipuri Semowmeba.

aseT kontrols ZiriTadad is kompaniebi iyeneben, rom-

lebsac bazrebze msgavsi strategiebi aqvT. kontrolis

gamtarebeli kompaniebis saqmianoba ufro stabiluri da

prognozirebadia.

organizaciuli kontrolis mesame tipi mimarTulia

strategiuli dagegmvis procesis efeqtianobisaken da

ara misi Sedegebis Semowmebisaken. am SemTxvevaSi mowmde-

ba gegmis Sedgenis procedura da meqanizmi. aseTi Semow-

287

mebis mizania procedurebsa da meqanizmSi arsebuli nak-

lovanebebis aRmofxvra.

saerTaSoriso kompaniebSi ganxorcielebul stra-

tegiul da organizaciul kontrols Soris mkveTri ur-

TierTkavSiri arsebobs. roca kompaniaSi centralizebu-

li organizaciuli struqturaa danergili, maSin stra-

tegiuli kontroli am struqturis logikuri damateba

xdeba. Tu kompaniaSi decentralizebuli organizaciuli

struqturaa gamoyenebuli, strategiul kontrols mas-

Tan kavSiri ar aqvs, radganac decentralizacia swored

niSnavs avtonomias, damoukideblobis miniWebas, romlis

dros centridan strategiuli kontroli mas ar axasia-

Tebs.

operaciuli kontroli xorcieldeba saerTaSori-

so kompaniaSi. igi mimarTulia rogorc kompaniaSi, ise mis

Svilobil sawarmoebSi mimdinare samuSao procesebisa da

sistemebis Sesamowmeblad. operaciuli kontroli gaT-

vlilia ramdenime welze an Tveze, Tumca SeiZleba moic-

vas ufro meti periodebic (dRe, saaTi). es im samuSaoebs

exeba, romlebic regularul Semowmebas saWiroeben.

strategiuli da organizaciuli kontrolisagan gansxva-

vebiT, operaciul kontrols konkretizaciis maRali do-

ne axasiaTebs.

operaciuli kontroli xorcieldeba kompaniis mar-

Tvis ierarqiuli sistemis dabal (qveda) doneze, anu qve-

da donis menejerebisa da sawarmoo qvedanayofis perso-

nalis doneze.

kontrolis funqciis marTvas saerTaSoriso kompa-

niebSi mTeli rigi problemebis gadawyveta sWirdeba. kon-

trolis funqciis efeqtianad marTvisas menejerebma un-

da gaaanalizon kontrolis sistemis formirebis yvela

aspeqti, SeimuSaon kontrolis ZiriTadi meTodebi da ga-

moavlinon mizezebi, Tu ratom uwevs kontrols winaaR-

mdegobas zogierTi muSaki da SeimuSaon RonisZiebebi am

winaaRmdegobaTa gadasalaxavad.

288

saerTaSoriso kompaniebSi kontrolis sistemis

formirebis procesi oTxi etapisgan Sedgeba:

1. kompaniis muSaobis miznobrivi efeqtianobis sa-

kontrolo maCveneblebis dadgena;

2. efeqtianobis faqtobrivi donis gansazRvra;

3. faqtobrivi maCveneblebis Sedareba dagegmil

maCvenebelTan;

4. gadaxrebze reagireba.

miuxedavad imisa, rom sxvadasxva kompaniaSi kon-

trolis sistemebi SeiZleba sirTuliT, xangrZlivobiT

da a.S. erTmaneTisagan gansxvavdebodes, kontrolis ze-

moT CamoTvlili etapebi yvela kompaniisaTvis mainc sa-

erToa.

ganvixiloT es etapebi cal-calke:

miznobrivi efeqtianobis sakontrolo maCveneb-

lebis dadgena. am etapze xdeba efeqtianobis im sasurve-

li maCveneblis gansazRvra, romlis miRwevac firmas

surs. mas sakontrolo davaleba ewodeba da igi unda See-

sabamebodes kompaniis miznebs. davuSvaT, romelime saer-

TaSoriso kompania apirebs tailandSi gaxsnas Tavisi pir-

veli sawarmo. sakontrolod igi mas uyenebs Semdeg piro-

bebs: 1. Sromis nayofiereba da saqonlis xarisxi unda

iyos ufro meti, vidre kompaniis sxva Svilobil sawarmo-

ebSi; 2. sawyisi periodis gavlis Semdeg sawarmoSi admi-

nistraciuli Tanamdebobis 90% unda daikavon adgilob-

rivma menejerebma; 3. sawarmom resursebis aranakleb 80%

unda miiRos adgilobrivi momwodeblebisagan (e.w. loka-

lizaciis done); 4. sawarmom TveSi unda gamouSvas da gayi-

dos 100 000 erTeuli produqcia.

menejerebisaTvis, romlebic dakavebuli arian am sa-

warmos gaxsniT, es sakontrolo davalebebi iqneba gzam-

kvlevi. isini mixvdebian, rom gayidvebis moculoba, Sro-

mis nayofierebis done da saqonlis xarisxi aris am sawar-

moSi umniSvnelovanesi maCveneblebi. piroba gamomdinare-

obs mocemuli saerTaSoriso kompaniis gonivruli stra-

289

tegiidan, rom man im qveyanaSi, sadac bizness eweva, daim-

kvidros samoqalaqo pasuxismgeblobis mqone kompaniis

maRali statusi.

efeqtianobis faqtobrivi donis gazomva. saerTa-

Soriso kontrolis sistemis formirebis am etapze xdeba

im sakontrolo cvladebis koreqtuli gazomva, romle-

bic axasiaTeben mis efeqtianobas. zogierTi maCvenebeli

martivia da advilad gazomvadi. aseTebia: warmoebis faq-

tobrivi moculoba, muSebis Sromis nayofiereba, pro-

duqciis xarisxis done, produqciis gayidvebis moculo-

ba, masalebis narCenebi, samivlinebo xarjebi, muSakTa da-

qiravebis praqtika, kadrebis denadoba. ufro Znelia ise-

Ti maCveneblebis gazomva, rogoricaa reklamis efeqtia-

noba, xelmZRvaneli personalis eTikurobis xarisxis

dadgena, muSakTa motivacia. magaliTad, iseT sawarmoSi,

romlis tailandSi gaxsnaze zemoT visaubreT, unda gai-

zomos: produqciis moculoba, Sromis nayofiereba, pro-

duqciis xarisxi, muSakTa daqiravebis meTodebi da Ses-

yidvebis organizacia.

sakontrolo davalebasTan faqtobrivi efeqtia-

nobis donis Sedareba kontrolis mesame etapia. am dros

xdeba pirvel da meore etapze gamoTvlili maCveneblebis

erTmaneTTan Sedareba. martivi maCveneblebis (gayidvebis

moculoba, Sromis nayofierebis sidide da a.S.) urTier-

TSedareba Zalze advilia. magram aris rTulad Sesadare-

beli maCveneblebic. magaliTad, Tu sakontrolo davale-

bad micemulia ,,bazarze wilis arsebiTi gafarToeba~, me-

tad gaZneldeba misi faqtobrivi zrdis donis dadgena da

Tu moxerxda dadgena, iqneba ki igi realuri? amitom sa-

kontrolo davalebebad menejerebs evalebaT gamoiyenon

zusti da Tanac martivi maCveneblebi, romelTa gazomva

advilic iqneba da obieqturic.

sakontrolo maCveneblebidan aRmoCenil gadax-

rebze reagireba. es samuSao saerTaSoriso kontrolis

sistemis meoTxze etapze tardeba. keTdeba daskvnebi sa-

290

kontrolo davalebebis Sesruleba-arSesrulebis Sesa-

xeb. Tu davaleba ar aris Sesrulebuli momuSaveTa mize-

ziT, menejeri iRebs gadawyvetilebas, rom maT gauzar-

dos materialuri stimulebi da mosTxovos muSaobis

efeqtianobis amaRleba. magram, Tu aRmoCnda, rom sakon-

trolo davaleba gaumarTleblad didi raodenobis iyo,

maSin menejerebi iReben gadawyvetilebas misi Semcirebis

Sesaxeb. Tu piriqiT aRmoCnda, rom faqtobrivi maCveneb-

lebi aRemateba sakontrolo davalebebs, maSin jildov-

debian is muSakebi, romelTa ZalisxmeviTac es moxda, xo-

lo sakontrolo davalebebi Semdegi periodisaTvis gaiz-

rdeba.

kontrolis ZiriTadi meTodebi. saerTaSoriso

kompaniebSi kontrolis mravali meTodia gamoyenebuli.

amas iwvevs saerTaSoriso biznesis sirTule da mraval-

gvaroba. kontrolis meTodebidan ganvixilavT mxolod

ZiriTads.

buRaltruli aRricxvis sistema. buRaltruli aR-

ricxva kompaniis finansuri resursebis mdgomareobis Se-

saxeb monacemebis Sekrebis, analizisa da gadacemis kom-

pleqsuri sistemaa. buRaltruli aRricxvis procedure-

bi mkacrad reglamentirebulia da unda Seesabamebods im

wesebs, romlebic erovnuli mTavrobis mier aris mowone-

buli. amitom saerTaSoriso kompaniebi am sakiTxSi gaci-

lebiT did sirTuleebs awydebian, vidre erTi qveynis

farglebSi momuSave kompaniebi. saerTaSoriso kompanieb-

Si buRaltruli aRricxva ise unda aewyos, rom misiT ara

marto deda kompaniis muSaobis, aramed yvela misi Svilo-

bili da SviliSvili sawarmoebis muSaobis aRricxva, moni-

toringi da kontroli SeiZlebodes. TiTouli Svilobi-

li kompania valdebulia aRricxva adgilobriv valutaSi

awarmoos da buRaltruli aRricxvis adgilobrivi pro-

cedurebi da wesebi daicvas. es aucilebelia, erTi mxriv,

adgilobrivi menejerebis moTxovnebis dasakmayofileb-

lad da adgilobrivi mTavrobis normatiul aqtebTan Se-

291

sabamisobis uzrunvelsayofad da, meore mxriv, investo-

rebisa da im qveynebis sagadasaxado organoebis moTxov-

nebis dasakmayofileblad, romel qveyanaSic misi deda sa-

warmoa ganTavsebuli. saWiroa man moaxdinos Tavisi fi-

nansuri angariSebis translacia deda sawarmos qveynis

standartebis Sesabamisad da maCveneblebic im deda sa-

warmos qveynis valutaSi gadaiyvanos. deda kompaniis

xelmZRvanelobis gadasawyvetia Svilobili kompaniis mu-

Saobis efeqtianoba Seafasos im qveynebis valutiT, sadac

igi funqcionirebs, Tu Tavisi qveynis valutiT.

marTvis procedurebi. kompaniis politika, stan-

dartuli procedurebi, procesualuri normebi da debu-

lebebi kompaniis menejerebs sakontrolo funqciebis re-

alizaciaSi exmareba. magaliTad, Tu dadgenilia, rom sxva

qveyanaSi gaxsnil Svilobil kompaniaSi samuSaod gadasu-

li muSaki valdebulia 6 TveSi Seiswavlos adgilobrivi

enis sabazo kursi, menejers ar gauWirdeba am normis Ses-

rulebis Semowmeba da dakavebul TanamdebobasTan muSa-

kis Sesabamisobis dadgena. an, Tu kompaniis politikiT sa-

Wiro nedleulis 20% adgilobriv bazrebze unda iqnes

Sesyiduli, menejeri SeZlebs saSemsyidvelo RonisZiebe-

bis dagegmvasa da marTvas.

xdeba isec, rom Tu biznesSi sirTuleebi gaCnda,

kompania gadauxvevs da Secvlis kontrolis dadgenis

procedurebs. magaliTad, roca ,,Firistone~-markis sabura-

vebi saavtomobilo gigantma ,,Ford~-ma wunis gamo ukan da-

ibruna, myidvelebs isini yovelgvari danamatis gareSe

ufro ZviradRirebul ,,Michelin~-is markis saburavebiT

Seucvala.

efeqtianobis koeficientebi. kontrolis proces-

Si saerTaSoriso kompaniebi efeqtianobis sxvadasxva maC-

veneblebs iyeneben. efeqtianobis maCvenebeli aris efeq-

tianobis is done, romlis misaRwevad kompania miiswraf-

vis. maT Soris yvelaze metad gavrcelebulia materialu-

ri maragebis brunvadobis koeficienti. zenormatiuli

292

materialuri maragebis Senaxva arRvevs kompaniis fun-

qcionirebis wess, radgan igi ,,yinavs~ resursebs, romel-

Ta gamoyeneba sxva mizniT SeiZleboda. amasTan, rac ufro

didxans inaxeba masalebi da makompleqtebeli nawilebi,

miT metia maTi gafuWebis, anda dakargvis albaToba. ami-

tom materialuri maragebis brunvadobis xangrZlivoba,

rac SeiZleba mcire unda iyos. es maSinaa SesaZlebeli, Tu

misi brunvis koeficienti maRali iqneba. praqtikaSi aris

imis magaliTebi, roca sawarmos ara aqvs maragebi. magali-

Tad, iaponiis ,,7-Eleven~ maRaziaTa qselSi mimwodeblebs

dReSi 4—5-jer SemoaqvT saqoneli. Tanamedrove eleq-

tronuli kavSirgabmuloba imis saSualebas iZleva, rom

maRaziebma drois realur masStabSi gadascen momwodeb-

lebs TavianTi moTxovnebi da miiRon iqidan saqoneli.

arsebobs efeqtianobis sxva maCveneblebic. magali-

Tad, kompania ,,British Airways~ sxva maCvenebelTa Soris

iyenebs iseT maCveneblebs, rogoricaa aviaxazebis TviT-

mfrinavebSi Sevsebuli dasajdomi adgilebis xvedriTi

wili. roca es koeficienti dadgenili minimumis qvemoT

Camodis, maSin kompania atarebs RonisZiebebs mgzavrTa

raodenobis gasazrdelad. amas igi aRwevs servisis gaum-

jobesebiT, safaso SeRavaTebis dawesebiT da a.S.

saerTaSoriso kontrolis qceviTi aspeqtebi. kon-

trolis sistemis didi mniSvnelobis miuxedavad kompani-

is menejerebs unda sjerodeT, rom am sistemis muSaobis

efeqtianoba damokidebulia adamianebze. didi mniSvne-

loba aqvs imasac, rom zogierTi kulturis warmomadgene-

li kontrols ewinaaRmdegeba. es winaaRmdegobebi sxva-

dasxva saxisaa.

saerTaSoriso kompaniebis warmomadgenlebi ramde-

nime mizezis gamo arian kontrolis winaaRmdegi. erT-er-

Ti mizezi is aris, rom, maTi azriT aRniSnuli kontroli

gadaWarbebulia. rogorc wesi, kontroli gulisxmobs

adamianis qcevis ama Tu im aspeqtis SezRudvas. adamianebs

am SezRudvebis subieqturi normebi aqvT dasaSvebad miC-

293

neuli da, roca kontroli am normebs arRvevs, isini mas

ewinaaRmdegebian. magaliTad, roca amerikelebma (kompa-

nia ,,Disney~) parizSi gaxsnes disneilendis parki, daqira-

vebuli pirebisagan moiTxoves piris srulad gaparsva

(ise rogorc es amerikis teritoriaze aqvT dakanonebu-

li). frangma daqiravebulebma aRSfoTeba gamoxates ara

marto kompaniis menejerebis mimarT, aramed masobrivi

informaciis saSualebebiTac. kompania ,,Disney~ iZulebu-

li gaxda daeTmo daqiravebuli pirebisaTvis.

kontrolisadmi winaaRmdegobis erT-erTi mizezi

SeiZleba iyos araswori kontroli, anu ara aucilebeli,

aramed sxva maCveneblebis Semowmeba.

kontrolisadmi winaaRmdegobivi ganwyobis garanti-

rebuli aRmofxvris meTodi (saSualeba) ar arsebobs. amis

miuxedavad, cnobilia misi minimizaciis ramdenime meTo-

di. maT Soris romelimes gamoyenebis mizanSewoniloba da

misi Sedegianoba damokidebulia imaze, Tu rogor kul-

turul garemoSi inergeba igi. magaliTad, kontrolisad-

mi winaaRmdegobis gadalaxvis yvelaze efeqtiani meTodi

umravles kulturebSi aris marTvisas muSa-mosamsaxure-

Ta monawileobis stimulireba. kontrolis sistemis da-

gegmvasa da danergvaSi im muSakTa CarTva, romelTa saqmi-

anoba gakontrolebas eqvemdebareba, saSualebas iZleva,

maT ukeT gaigon kontrolis saWiroeba, misi miznebi, ag-

reTve am sistemaSi maTze dakisrebuli Tanamdebobrivi

movaleobebi. aseTi qmedebiT maTi winaaRmdegobebi mini-

mumamde mcirdeba. aseve dadebiT Sedegs iZleva kontro-

lis koreqtuli organizaciis sistemis meTodi, anu kon-

trolis dasabuTebul, misaReb doneze Catareba da aravi-

Tari gadaWarbebeba. kontrolisadmi winaaRmdegobebis gadalaxva kompa-

nias SeuZlia agreTve sakontrolo davalebebidan faq-

tobrivi Sesrulebis arasasurveli gadaxris mizezebis

saguldagulo diagnostikiT, anu, Tu deda kompaniisTvis

cnobili gaxdeba, rom Svilobil kompaniaSi faqtobrivi

294

Sromis nayofiereba didad CamorCa mis dadgenil dones,

man maSinve ki ar unda miiRos gadawyvetileba direqtoris

ganTavisuflebis Taobaze, aramed unda gamoikveTos Seq-

mnili mdgomareobis mizezi. is SeiZleba obieqturi mize-

ziT iyos gamowveuli da masSi direqtors araviTari bra-

li ar miuZRodes.

bolos, kontrolisadmi winaaRmdegobis moxsna SeiZ-

leba kulturul TaviseburebaTa mxedvelobaSi miRebiT,

kerZod, im qveynis mosaxleobis qcevis marTviT, romel

qveyanaSic biznesi mimdinareobs. iaponiis manqanaTmSene-

bel saerTaSoriso kompanias aSS-Si gaxsnili aqvs Svilo-

bili kompaniebi. am ori qveynis warmoebis kultura gan-

sxvavebulia, rac Sesisxlxorcebuli aqvs maT TiToeul

moqalaqes. roca iaponelebi Svilobil kompanias kadre-

biT akompleqteben, isini marto Sesabamisi kvalifikaciis

amerikel moqalaqeebs ki ar arCeven, aramed angariSs uwe-

ven imasac, Tu ramdenad mzad arian isini daicvan muSao-

bis iaponuri stili, misi faseulobebi. amaze mocemuli

kompania did Tanxebs xarjavs.


1. romeli faqtorebi axdenen gavlenas kompaniis orga-

nizaciul struqturaze?

2. ras warmoadgens globaluri sasaqonlo struqtura?

daaxasiaTeT misi Zlieri da susti mxareebi;

3. ras warmoadgens globaluri geografiuli struqtu-

ra? daaxasiaTeT misi Zlieri da susti mxareebi;

4. ras warmoadgens globaluri funqciuri struqtura?

daaxasiaTeT misi Zlieri da susti mxareebi;

5. ras warmoadgens momxmarebelze orientirebuli glo-

baluri struqtura? daaxasiaTeT misi Zlieri da sus-

ti mxareebi;

295

6. ras warmoadgens matriculi struqtura? daaxasia-

TeT misi Zlieri da susti mxareebi;

7. daasaxeleT saerTaSoriso kompaniaSi kontrolis sami

done.

8. raSi mdgomareobs finansuri kontrolis mniSvnelo-

ba?

9. CamoTvaleT saerTaSoriso kompaniaSi kontrolis sa-

mi etapi.

literatura:

1. bakaSvili n., mesxiSvili d., qadagiSvili l., organiza-

ciis Teoria, Tb., 2009; 2. xomeriki T., menejmentis safuZvlebi, Tb., 2008; 3. Coxeli e., strategiuli menejmenti., Tb., 2007; 4. Гриффин Р., Пастей М., Международный бизнес, и.е. изд.

сангл., под ред, А. Г. Медведева, спб.: Питер, 2006; 5. В. Д. .Дорофеев, А. Н. Шмелева, Н. Ю. Шестопал, МЕНЕДЖ-

МЕНТ . М.2010; 6. Ричард Дафт, МЕНЕДЖМЕНТ 8-е издание М. 2009; 7. Alfred Chandler , Jr.,Strategy and Structure (Cambridge , Mass . :

MIT Press,1962); 8. J.M. Stopford and L.T. Wells, Managing the Multinational Enter-

prise (New York : Basic Books , 1972); 9. John P. Kotter and Leonard A. Schlesinger, ,,Choosing Strategies

for Change“ , Harvard Business Review , March-Arpril 1079; 10. Chistopher A. Bartlett , ,,Organizing for Worldwide Effectivenss :

The Transnational Solution“, California Management Review, (Fall 1988);

11. Michael Goold, ,,Strategic Control in the Decentralized Firlm~, Sloan Management Review (Winter 1991 ).

296

Tavi X

lideroba da muSakTa qceva

saerTaSoriso kompaniaSi


1. individis qceva saerTaSoriso kompaniaSi;

2. motivacia saerTaSoriso kompaniaSi;

3. lideroba saerTaSoriso kompaniaSi;

4. gadawyvetilebebis miReba saerTaSoriso biznesSi;

5. jgufebi da gundebi saerTaSoriso kompaniaSi.

10.1. individis qceva saerTaSoriso kompaniaSi

ama Tu im kompaniaSi individis qcevas ZiriTadad mi-

si individualur TaviseburebaTa erToblioba ganapiro-

bebs. swored individualuri Taviseburebebi gansazRvra-

ven mis moqmedebas ama Tu im situaciaSi. individualur

TaviseburebaTa nakrebi, Tavis mxriv, damokidebulia pi-

rovnebis tipze. sxva mniSvnelovan funqciaTa Soris, rom-

lebic aseve gansazRvraven individis qcevas, aris indivi-

dis aRqmis unari, SemoqmedebiTi SesaZleblobebi da ga-

remo zemoqmedebis mimarT mtkice damokidebuleba.

sxvadasxva kulturebSi pirovnebaTa tipebs So-

ris gansxvavebebi. pirovnebis tipi (personality) aris fsi-

qologiuri maxasiaTeblebis nakrebi, romliTac erTi

adamiani gansxvavdeba meorisagan. didi xania fsiqolo-

gebs Soris mimdinareobs dava Temaze: romelia ufro

mniSvnelovani ,,bunebrioba Tu aRzrda~40, kamaTs iwvevs is,

Tu pirovnebis maxasiaTeblebi ramdenad damokidebulia

biologiur faqtorze, mis bunebriv ganviTarebaze da im

40 Lawrence Pervin,”Peronality, in Mark Rosenzweig and Lyman Porter, eds., Anuual Review of Psychology, vol. 36 ( Palo Alto, Calif.: Annual Reviews, 1945), pp.83-114.

297

socialur-kulturul garemoze, romelSic moxda indi-

vidis Camoyalibeba. orive es faqtori did rols asru-

lebs adamianis pirovnuli maxasiaTeblebis formirebaSi,

amitom menejerebma unda gaiTvaliswinon isini. maT unda

icodnen isic, rom erTsa da imave kulturul garemoSi

aRzrdil individebsac ki SeiZleba hqondeT gansxvavebu-

li qcevebi.

,,didi xuTeuli~: ZiriTadi maxasiaTeblebi. fsi-

qologebma aTasobiT adamianis pirovnuli maxasiaTeble-

bi Seiswavles, Tumca am bolo dros yvelaze meti yurad-

Reba eTmoba xuT pirovnul maxasiaTebels, romlebsac ma-

Ti mniSvnelobidan gamomdinare, ,,didi xuTeuli~41 ewoda.

(nax.1).

urTierTobebSi harmoniuloba (agreebleness) sociu-

mis sxva wevrebTan individis Tanaarsebobas gulisxmobs.

zogierT adamians harmoniuloba xels uwyobs iyos sxva

adamianebis mimarT gamgebi da keTilmosurne. am niSnis

uqonloba individs sxva adamianis mimarT TavSeukaveb-

lobas da konfliqturobas uyalibebs. keTilsindisie-

reba (conscientiousness) adamianis mowesrigebulobas da

moqmedebis skrupulozurobas gansazRvravs. am maxasia-

Tebelze aris damokidebuli individis sistemuroba da

organizebuloba, agreTve, disciplina. mis gareSe indivi-

di upasuxismgeblo da araorganizebulia. emociuri sim-

yare (emotional stability) ganapirobebs individis gawonaswo-

rebulobas, simSvides, Tavdajerebulobas da sixalises.

individi, romelic emociurad aramyaria, xSir SemTxveva-

Si aRznebulia, cvalebadi xasiaTisa da fsiqologiurad

gauwonasworebelia. eqstravertuloba (extrovension) anu

gare garemosTan urTierTobaSi individis komfortulo-

bis done, gansazRvravs sakuTari Tavisadmi rwmenas, ada-

mianebTan saubrisa da urTierTobis siyvaruls. indivi-

41 Marilyn E., Gist and Terence R. Mitchell, ,,Self-Efficacy: A Theoretical Analysis of Its Determinants and Malleability”, Academy of Management Review (April 1992), pp. 183-211.

298

dis gulRiaoba (openness) ki misi Sexedulebisa da rwmenis

kategoriulobas da interesTa mravalferovnebas gan-

sazRvravs. gulRia adamianebi axali informaciis miRe-

bisTanave ufro advilad icvlian TavianT Sexedulebebs,

vidre Caketili da gulCaxveuli adamianebi.

nax.1. pirovnebis maxasiaTeblebi: ,,didi xuTeuli~.

pirovnuli maxasiaTeblebis ,,didi xuTeulis~ mode-

liT farTo gamokvlevebi mimdinareobs aSS-sa da evro-

kavSiris qveynebSi. mecnier-mkvlevrebma daadgines, rom

am qveynebSi keTilsindisiereba da emociuri simyare (sim-

tkice) is maxasiaTeblebia, romelTa mqone individebi ga-

cilebiT efeqtianad asruleben TavinT valdebulebebs,

299

vidre misi armqoneni. CineTisa evrokavSiris qveynebis ga-

saRebisa da marketingis sferoSi momuSave menejerebis

Sromis efeqtianobis prognozirebisaTvis aseTive arse-

biTi maxasiaTebelia eqstravertuloba.

amrigad, sxvadasxva qveynis kompaniebSi ama Tu im Ta-

namdebobaze muSakis daqiravebisas menejerebma unda ga-

iTvaliswinon maTi pirovnuli maxasiaTeblebi da ise gaa-

keTon swori arCevani.

kompaniis muSakTa sxva pirovnuli maxasiaTeble-

bi. ,,did xuTeulSi~ Semavali maxasiaTeblebis garda, ar-

sebobs individis sxva maxasiTeblebic, romlebic organi-

zaciaSi mis qcevaze axdenen gavlenas. maT Soris yvelaze

mniSvnelovani maxasiTeblebia42:

• kontrolis lokusi (lokus of control); • sakuTari Zalebis rwmena (self-efficacy);

• avtoritaruloba (authoritarianism);

• TviTSefaseba (self-esteem) — sakuTari Rirsebebis

aRqma.

ganvixiloT TiToeuli maTgani:

kontrolis lokusi. arsebobs kontrolis Siga da

gare lokusi, Tu individs miaCnia, rom igi TviTon akon-

trolebs yvelafers, rac mis irgvliv xdeba, maSin am in-

divids axasiaTebs kontrolis Siga lokusi, magram Tu

Tvlis, rom masze araferia damokidebuli da mis beds ga-

re Zalebi warmarTaven, es imas niSnavs, rom mas aqvs kon-

trolis gare lokusi. kontrolis gare lokusi ufro mu-

sulmanebisaTvis aris damaxasiaTebeli, anu im xalxebi-

saTvis, visac koleqtivizmi da Zalauflebisadmi pativis-

cema axasiaTebs, protestantebs ki — piriqiT.

sakuTari Zalebis rwmena. es aris individis mier

ama Tu im saqmis, ama Tu im amocanis Sesrulebisas Tavis

ZalebSi dajereba. am rwmenas individs aZlevs Tavisi Se-

42 Griffin R., Pustay M. International Business: A Managerial Perspective. Reading, MA: Addison –Westey Publishing Co., 2004

300

saZleblobis obieqturi Sefaseba. saqmis Sesrulebisas

rwmenis siZliere individSi axdens Zalebis mobilizebas

da yuradRebis koncentrirebas. es marTlacda dadebi-

Tad moqmedebs maTi saqmianobis Sedegebze, rac gamokvle-

vebiTac dadasturda.

avtoritaruloba. am Tvisebis mqone individi usit-

yvod asrulebs Tanamdebobis piris davalebebs da amas

akeTebs imitom, rom is pirovneba marTvis ierarqiul ki-

beze masze maRla dgas. Tu individs es maxasiaTebeli ar

gaaCnia, igi mxolod gonivrul davalebebs asrulebs da

xSirad uarsac ambobs davalebis Sesrulebaze, avtorita-

ruli menejeri metad momTxovni da mbrZanebluria, ara-

avtoritaruli menejeri ki Tavis daqvemdebarebulebs

gadawyvetilebis miRebaSi farTo uflebebs aZlevs.

TviTSefaseba pirovnuli maxasiaTebelia da gamoxa-

tavs individis Tavdajerebulobis dones imis Sesaxeb,

rom igi pativiscemas imsaxurebs. maRali TviTSefasebis

adamianebi eZeben maRalanazRaurebad da prestiJul sa-

muSaos. dabali TviTSefasebis individebi araprestiJul

samuSaozec Tanxmdebian, radganac naklebad arian dar-

wmunebuli TavianT ZalebSi.

TviTSefasebis maxasiaTebeli sakmaod wonad pirov-

nul maxasiaTeblad iTvleba dasavleT evropaSi, samxreT

da CrdiloeT amerikaSi, agreTve avstraliaSi. afrikasa

da axalo aRmosavleTis qveynebSi igi ar miaCniaT Tavian-

Ti xalxebis erT-erT pirovnul maxasiaTeblad. aziis um-

ravles qveyanaSi igi saerTod ar aris Seswavlili.

sxvadasxva kulturis warmomadgenlebisaTvis da-

maxasiaTebeli ganwyobebi. ganwyoba (attitudes) aris kon-

kretuli ideis, situaciis anda sxva adamianebis mimarT

individis rwmenisa da Sexedulebebis erToblioba, rome-

lic SeiZleba iyos didi xnis ganmavlobaSi Camoyalibebu-

li da Rrmad damkvidrebuli an axladwarmoqmnili.

samuSaoTi kmayofileba. umravles organizaciaSi

samuSaoTi kmayofileba muSakTa ganwyobis erT-erTi saxea.

301

kmayofileba an ukmayofileba imis maCvenebelia, Tu ramde-

nad moswons individs Tavis saqme da rogor warmoaCens

masSi igi Tavis Tavs. gamokvlevebma cxadyo, rom pirovnu-

li faqtorebi (saWiroebebi, survilebi) iseve gansazRvra-

ven samuSaoTi kmayofilebas, rogorc organizaciuli da

koleqtiuri faqtorebi (Sromis pirobebi, Sromis meTode-

bi da a.S) amasTan, Tu muSaki samuSaoTi kmayofilia, igi ar

acdens mas, ar cdilobs samsaxuris gamocvlas. saqme piri-

qiTaa, roca muSaki samuSaoTi ukmayofiloa.

aRniSnul sakiTxze iaponiisa da aSS-is 106 sawarmoSi

(gamokvlevam moicva 8300 muSa) Catarebuli erT-erTi ga-

mokvleviT dadginda, rom iaponiis sawarmoTa muSebi nak-

lebad arian kmayofili TavianTi samuSaoTi amerikel mu-

SebTan SedarebiT, am gamokvlevis mixedviT, samuSaoTi

kmayofili muSebis saSualo maCvenebeli iaponiaSi 2,12-ia;

aSS-Si ki — 2,95 (samuSaoTi sruli kmayofilebis koefici-

entia 4,0). sxva, ufro axali gamokvlevebi adasturebs,

rom yofili sabWoTa kavSiris qveynebis menejerebi ar-

cTu kmayofili arian TavanTi samuSaoTi. gansakuTrebiT

SezRudulia maTi damokidebuleba gadawyvetilebebis mi-

Rebisas.

muSakTa ganwyobas gamoxatavs organizaciisadmi

erTguleba (organizational commitment). saudis arabeTSi

momuSave aziis, dasavleT evropis da saudis arabeTis ad-

gilobriv daqiravebulebze dakvirvebiT dadginda, rom

aziis qveynebidan Camosulebi ufro met erTgulebas am-

JRavneben TavianTi kompaniis mimarT, vidre adgilobri-

vebi da evropelebi. sxva dakvirvebebiT, amerikis sawar-

moo sferos muSebi kompaniis saqmianobis mimarT ufro

met erTgulebas iCenen, vidre iaponiis muSebi. am Tval-

sazrisiT gamokvleul iqna aSS-dan aziisa da evropis

oTx-oTx qveyanaSi wargzavnili muSebis poziciebi. aR-

moCnda, vinc didi xani imuSava Tavisi qveynis kompaniaSi

da seriozuladac momzadda ucxo qveyanaSi samuSaod wa-

sasvlelad, ufro erTgulni arian mSobliuri kompanii-

302

sadmi, vidre isini, visac TavianTi qveynis kompaniaSi mu-

Saobis staJic naklebi hqonda da arc seriozuli profe-

siuli momzadeba gauvlia. am tipis individebs sazRvarga-

reTis kompaniebis mimarT meti erTguleba aRmoaCndaT,

radganac ucxo qveyanaSi muSaobis sirTule, simZime da

adaptireba maT am kompaniaSi gadaitanes.

sxvadasxva kulturis aRqma. aRqma (perception) es

aris kompleqsi procesebisa, romelTa meSveobiT indivi-

di iTvisebs gare samuSaos Sesaxeb informacias da axdens

mis interpretacias. aRqma xdeba maSin, rodesac adamiani

xedavs, ismens, exeba SeigrZnobs an agemovnebs aRsaqmeli

obieqtis suns Tu gemos. Tumca, TiToeuli individi mxo-

lod misTvis damaxasiaTebeli unikaluri filtrebis sa-

SualebiT individualurad aRiqvams am informacias.

filtraciis am meqanizmSi did rols asrulebs individis

kulturuli aRzrda.

saerTaSoriso kompaniebis saqmianobaze did gavle-

nas axdens stereotipebis formireba, anu aRqmis yvelaze

metad gavrcelebuli procesebi. stereotipis formireba

xdeba maSinac, roca erTi adamiani mis xelT arsebuli er-

Ti-ori maxasiaTebliT ayalibebs Sexedulebas sxva adami-

anze. magaliTad, arsebobs stereotipi, rom TiTqos ,,ia-

poneli menejerebi ganuwyvetliv muSaoben~, amerike-

li ,,menejerebi arian Zunwebi~, ,,frangi menejerebi mie-

kuTvnebian sazogadoebis maRal fenas~ da a.S. zogierT

SemTxvevaSi stereotipebi SeiZleba gamoiyenon meneje-

rebma ama Tu im kulturuli jgufis zogadi Tavisebure-

bebis dasaxasiaTeblad, magram maT unda axsovdeT, rom,

radgan yvela konkretuli adamiani unikaluria, es saer-

To xedva SeiZleba ar gavrceldes am kulturis yvela

warmomadgenelze.

SeiZleba moxdes ise, rom stereotipi iyos faqtob-

rivisagan absoluturad gansxvavebuli. magaliTad, Cine-

Tis sagareo saqmeTa ministris Svils — cian nins eqvsi we-

li uswavlia aSS-Si da amis Sesaxeb dauweria bestselerad

303

qceuli wigni. am wignSi CinelebisaTvis sayuradReboa is

adgili, sadac igi wers: ,,mxolod axlaxan gavige, rom aSS

aris normaluri qveyana, amerikelebi ZiriTadad gvanan

Cinelebs, amerikeli fermerebi ki arafriT gansxvavdebi-

an Cineli fermerebisgan~.

am fraziT ukve gasagebia, Tu rogori stereotipi

iyo gavrcelebuli CineTSi aSS-is Sesaxeb.

stresi sxvadasxva kulturaSi. stresi SeiZleba ga-

nisazRvros rogorc pirovnebis fizikuri da fsiqologi-

uri reaqciebis erToblioba, rac gamowveulia pirovnu-

li gamocdilebisa da molodinebis realobasTan Seusaba-

mobiT. stresis mdgomareoba da misi marTva organizacie-

bis muSakTa qcevis erT-erTi mniSvnelovani aspeqtia. in-

dividis reaqcia gamRizianebelze aris stresi. es gamRi-

zianebeli stresfaqtorad iwodeba. stress yovelTvis

rodi aqvs uaryofiTi Sedegi. stresuli situaciebis ga-

reSe individi SeiZleba apaTeam moicvas da aRar ganvi-

Tardes. stresis optimalurma donem SeiZleba gamoacoc-

xlos individi da misces mas motivacia. Tumca, stresis

Zalze maRalma donem SeiZleba negatiuri Sedegi gamoiw-

vios.

stresuli situacia SeiZleba ,,kargma~ da ,,cudma~

movlenebma ganapirobos. xelmZRvanelobis mxridan zed-

meti zewola, drois uqonloba da cudi siaxleebi iwvevs

stress, muSakis stresi SeiZleba gamoiwvios misma mou-

lodnelma dawinaurebam samsaxurSi.

menejerebis muSaobasTan mimarTebaSi gansakuTre-

biT mniSvnelovania stresuli situaciebis Sefasebis ori

midgoma. erTia im ,,stresis~ marTva, romelic gamoiwvia

sazRvargareT samsaxurebrivi movaleobebis Sesrulebam,

meore — sxvadasxva kulturis warmomadgenlebis mier

stresuli situaciebis sxvadasxvanairma aRqmam da am si-

tuaciebis sxvadasxvanairad daZlevam. erT-erTi gamok-

vleviT, yvelaze naklebad stresebs SvedeTis kompaniebis

xelmZRvaneli pirebi ganicdian. aSS-is, didi britaneTisa

304

da germaniis menejerebi TavSekavebuli arian stresis mi-

marT da ufro efqtianadac marTaven maT. iaponiis, singa-

puris, nigeriis, egviptisa da samxreT afrikis menejerebi

ki aRiareben, rom maT mravali stresis gadatana uxdebaT

da uWirT maTTan gamklaveba.

10.2. motivacia saerTaSoriso kompaniebSi.

motivacia aris faqtorTa kompleqsi, romelic STa-

unergavs adamianebs qcevis modelebis erTobliobidan

airCion erTi modeli. es faqtorebi sxvadasxva kulturi-

saTvis gansxvavebulia, amdenad motivacias sxvadasxva

kulturaSi gansxvavebul faqtorTa erToblioba ayali-

bebs. motivaciis amocana yvela saerTaSoriso kompaniis

winaSe dgas. igi gulisxmobs danaxarjebis Semcirebas, axa-

li produqciis SemuSavebas, produqciis xarisxis amaR-

lebas da momxmarebelTa momsaxureobis donis gaumjobe-

sebas Tavisi muSakebis motivaciis amaRlebiT.

moTxovnilebebi da faseulobebi sxvadasxva kul-

turaSi. motivaciis procesis Secnobis amosavali werti-

lia muSakTa moTxovnilebebisa da faseulobebis analizi.

moTxovnilebebi aris is, rac individs unda rom hqondes;

faseulobebi ki — is, rasac individi did mniSvnelobas

aniWebs.

adamianebs mravali moTxovnileba aqvT, maTgan pir-

veladi moTxovnilobebi kveba, wyali, bina — fiziologiu-

ri moTxovnilebebia da maTi dakmayofileba arsebobisaT-

vis aucilebelia. meoreuli moTxovnilebebi fsiqologi-

uria da warmoiqmneba im garemosa da kulturis gavleniT,

sadac imyofeba adamiani. moTxovnilebebis am jgufs mie-

kuTvneba warmatebis miRweva, damoukideblobisa da Zala-

uflebis qona da a.S.

305

adamianis faseulobebi Tandayolili ar aris. isini

yalibdeba misi zrdisa da Camoyalibebis periodSi ojaxis,

Tanatolebisa da sxvaTa gavleniT.

motivaciuri procesebi sxvadasxva kulturaSi.

motivaciuri procesis yvela Teoriuli midgoma SiZleba

daiyos sam kategoriad:

1. moTxovnilebebze damyarebuli motivaciis me-

Todebi;

2. motivaciis procesualuri modelebi;

3. ganmamtkicebeli, gamamyarebeli (reinforcement) motivaciis modelebi.

moTxovnilebebze damyarebuli motivaciis modele-

bi saSualebas iZleva movaxdinoT moTxovnilebis an/da

moTxovnilebebis erTobliobis, rogorc motivirebuli

qmedebis, Sedegis identificireba.

procesualuri modelebi is modelebia, romelTa

dros, qcevis modelis arCevisas (ramdenime xelmisawvdo-

mi variantidan), individi didi doziT iTvaliswinebs Seg-

nebulad mofiqrebul meqanizms.

gamamyarebeli modeli aRwers motivaciis process.

mis Sesabamisad individi afasebs mis mier wina periodSi

arCeul qcevis models da momavalSi qcevis modelis mosa-

lodneli arCevisaTvis iTvaliswinebs am Sefasebis Sedegs.

moTxovnilebebze damyarebuli motivaciis mode-

lebi sxvadasxva kulturaSi. individis qcevis motiva-

cia sxvadasxva kulturaSi met-naklebad sxvadasxva moT-

xovnilebazea damyarebuli. magaliTad, individualuri

kulturis mqone qveynebSi kompaniebis rigiTi muSakebis

da maTi xelmZRvanelebis qcevis motivacia mniSvnelovani

zomiT individualuri moTxovnilebebiTa da personalu-

ri jildoebiT aris ganpirobebuli. maTTvis metad sain-

tereso da sasurvelia muSakTa personaluri kompeten-

turobis aRiareba da maTi dajildoebis demonstrireba.

saqme piriqiTaa koleqtiuri kulturis mqone qveynebSi.

iq individebis qcevis motivacias jgufuri moTxovnile-

306

bebi da jildoebi udevs safuZvlad. am SemTxvevaSi ko-

leqtivis wevrebs SeiZleba garkveuli uxerxulobac ki

SeeqmnaT imis gamo rom maT jgufisgan gamocalkevebulad

individualuri jildo miiRon.

saerTaSoriso kompaniebSi konfliqturi situacie-

bis warmoSobis albaToba izrdeba, roca muSakTa motiva-

ciis meqanizmebi dabrkolebas uqmnian maT kulturul

Cvevebs. magaliTad, iaponiaSi momuSave amerikel meneje-

rebs didi siZneleebi xvdebaT gundis muSakTa staJisa da

mwarmoeblurobis mixedviT Sromis anazRaurebis siste-

mis danergvisas. aseTive winaaRmdegobas waawyda kompa-

nia ,,Mazda“ miCiganis StatSi ganlagebul manqanaTsaSeni

qarxnis muSebTan. winaaRmdegoba gamoiwvia moTxovnam,

romlis mixedviTac am qarxnis muSebs nebayoflobiT unda

etarebinaT beisbolis qudebi warweriT ,,Mazda~.

zogierTi qveynis kulturaSi Cadebulia Zalaufle-

bisadmi didi pativiscema. am kulturaTa warmomdgenlebi

aRiareben xelmZRvanelTa mier maTi saqmianobis marTvis

uflebas swored maTi statusis organizaciuli legiti-

murobis gamo. amis Sedegia is faqti, rom aseTi adamianebis

motivaciis ZiriTadi forma unda iyos maTi aRiareba kom-

paniis xelmZRvanelobis mier, da piriqiT, Tu adamianebi

did mniSvnelobas ar aniWeben pirovnebis oficialur sta-

tuss, isini arc mis mier micemul davalebebs Seasruleben

morCilad da maTgan miRebul qebasa da aRiarebas urCevni-

aT samsaxurebrivi winsvla da xelfasis momateba.

im kulturaTa warmomadgenlebis moqmedebebi, rome-

li kulturebisTvisac miuRebelia gaurkvevlobebi, mniS-

vnelovanwilad motivirebulia dasaqmebis uzrunvelyo-

fis garantiebis SesaZleblobebiT. am garantiebis Semci-

rebis mcdelobac ki maTSi protests iwvevs. es ar axasia-

Tebs im kulturis adamianebs, romlebic eguebian am ga-

urkvevlobas. isini garantirebul samuSaos naklebad eZe-

ben. maTi motivacia ufro metad profesiul zrdas ukav-

Sirdeba da amis misaRwevad Seqmnil pirobebs. magaliTad:

307

aSS-is da germaniis muSakebze dakvirvebam cxadyo, rom

aSS-is muSebisaTvis germanelebTan SedarebiT, samsaxu-

rebrivi dawinaureba da Sesrulebuli davalebis faqto-

ri ufro fasobs, germanel muSebSi ki Semcirebuli samu-

Sao dRe da dasaqmebis garantia ufro mniSvnelovania.

kulturebSi, romelTac aqtiuri miznobrivi qceva

axasiaTebT, motivaciur qcevas safuZvlad udevs materi-

aluri waxaliseba fuliT da sxva formiT. isini qcevis im

models irCeven, romelic met materialur sargebels iZ-

leva. amasTan, maT ar axasiaTebT miswrafeba, rom kompani-

idan kompensaciebi miiRon piradi cxovrebis komfortu-

lad mosawyobad. pasiuri miznobrivi qcevis adamianebi,

dabal xelfasebzedac Tanaxma arian, Tu maT eqnebaT mxo-

lod cxovrebis xarisxis gaumjobesebis kompensaciebi.

magaliTad, CineTSi msoflio standartebTan SedarebiT

Zalze dabali xelfasebia, magram Cinuri kompaniebi Tavi-

anT TanamSromlebs uzrunvelyofen binebiT, ufaso same-

dicino momsaxurebiT da a.S.

moTxovnilebebi, rogorc motivaciis safuZveli mra-

valma mecnierma Seiswavla. maT Sorisaa a. maslou, d. mak-

lelandi, g. hofstede da f. hercbergi. maTi Sexedulebebi

adamianis motivaciaze moTxovnilebebis gavlenis Sesaxeb

erTi kulturis farglebSic ki xSirad erTnairi ar aris.

amitom saerTaSoriso kompaniis menejeri gansakuTrebu-

lad frTxilad unda iyos am mecnierTa Teoriebis sxvadas-

xva kulturaTa warmomadgenlebis mimarT gamoyenebisas.

motivaciis procesualuri midgomebi sxvadasxva

kulturaSi. cnobilia, rom molodinis Teoria individis

qcevis motivacias ixilavs, rogorc process43. am Teoriis

Tanaxmad individis qceva ama Tu im motivaciuri faqtebis

zemoqmedebiT formirdeba. es Teoria aRiarebs, rom sxva-

dasxva adamians gansxvavebuli moTxovnileba aqvs: zogs

fuli unda, zogs — aRiareba, zogs — prestiJi an socialu-

ri keTildReoba da a.S. Tumca, Tu adamiani darwmunebulia,

43 Victor Vroom, Work and Motivation (neW York: Wiley, 1964).

308

rom igi daikmayofilebs Tavis moTxovnilebebs (romelsac

is Tvlis yvelaze mniSvnelovnad), maSin igi Tavisi qmedebe-

bis efqtianobis gazrdas Seecdeba.

aRsaniSnavia, rom molodinis Teoriaze naklebi ga-

mokvlevebia Catarebuli, Tumca misi ZiriTadi debulebis

farTod gavrceleba mainc logikuria. imis miuxedavad,

Tu sad muSaobs esa Tu is adamiani, maTi moqmedebebi, ume-

tes SemTxvevaSi, gamiznulia im miznebis misaRwevad, rom-

lebic maTi interesebis sferoSi xvdeba. cxadia, kultu-

ruli faqtorebic raRaca doziT axdenen am miznebis Si-

naarsze gavlenas.

erT-erTi yvelaze rTuli faqti, romelic gansaz-

Rvravs molodinis formirebis process, aris socialuri

orientaciis kulturuli aspeqti. molodinis Teoria aR-

wers individis mier qcevis xaziT gadawyvetilebis miRebis

models, romlis mizania konkretuli Sedegis miReba. ami-

tom molodinis Teoria SezRudulia koleqtiuri kultu-

rebis warmomadgenelTa qcevis gansazRvrisas. amis miuxe-

davad, am Teorias miiCneven erTsaxovan kulturebSi qce-

vis motivaciis arCevisas yvelaze misaReb Teoriad. maga-

liTad, molodinis Teorias amyarebs kompania `soni“-s

warmatebebi. am kompaniebSi daqiravebulebma ician, rom

maT SeuZliaT gamoiyenon kompaniis SesaZleblobebi, rom

isini informirebuli iqnebian kompaniis saqmianobis Sede-

gebis Sesaxeb da a.S. adamianebi, romelTaTvisac daqirave-

bis es pirobebi misaRebia, cxadia, imuSaveben am kompaniis

sasargeblod.

motivaciis `gamamtkicebeli, gamamyarebeli~ mo-

deli sxvadasxva kulturaSi. es modeli sxvadasxva kul-

turis konteqstSi ar aris farTod Seswavlili. am mode-

lis Tanaxmad, qcevis im models, romelmac dadebiTad Se-

afasa individi (daajildova), didi albaTobiT igives gai-

meorebs momavalSic. magram Tu piriqiT moxda da man ase-

Ti qceviT sasjeli miiRo, igi mas aRar gaimeorebs. am mo-

309

delSi ar aris gansazRvruli, Tu romeli qceva imsaxu-

rebs jildos da romeli dasjas.

ise rogorc molodinis Teoria, motivaciis `ganma-

mtkicebeli, gamamyarebeli~ modelic saerTo kanonzomi-

erebidan gamomdinare gamonaklisis saxiT arsebobs. maga-

liTad, mahmadianur qveynebSi adamianebi fiqroben, rom

yvelaferi rac xdeba, alahis nebaa da maTze ar aris damo-

kidebuli. es imas niSnavs, rom dajildoebis da dasjis

sistema did gavlenas ar axdens am kulturis warmomadge-

nelTa mier qcevis formis arCevaze. amis miuxedavad misi

gamoyeneba saerTaSoriso menejerebs warmatebiT SeuZli-

aT mxolod im SemTxvevaSi, Tu isini SeZleben kargad ga-

arkvion, sxvadasxva kulturis warmomadgenlebis mimarT

gansaxorcielebeli dajildoebisa da dasjis midgomebi.

10.3. lideroba saerTaSoriso kompaniebSi

saerTaSoriso kompaniebis saqmianobis erT-erTi um-

niSvnelovanesi qceviTi da pirovnebaTSorisi aspeqti

aris lideroba. lideroba adamianTa jgufis, an mTlianad

organizaciis miznebis miRwevis, motivaciisa da jgufis

(an korporaciis) kulturis formirebaze araZaladobri-

vi gavlenis gamoyenebis procesia44. Tanamedrove litera-

turaSi CamoTvlilia lideris iseTi Tvisebebi, rogori-

caa: profesionalizmi, inteligenturoba, gambedaoba, ne-

bisyofa, enTuzizmi.

lideroba aris rTuli procesi, romlis meSveobiT

pirovneba axdens sxvebze gavlenas misiis, miznis, an amo-

canis misaRwevad da mimarTavs kompanias ise, rom is ufro

Sekruli da harmoniuli iyos. pirovneba warmarTavs am

process misi lideruli Tvisebebis gamoyenebiT (rwmena,

faseulobebi, eTika, xasiaTi, codna da unarebi). Tu mene-

44 Gary Yukl, Leadership in Organizations , 2en ed.(Englewood Cliffs, N.J.: Prentice Hall, 1989).

310

jeris, zedamxedvelis an ufrosis Tanamdeboba gaZlevT

Tqven organizaciaSi garkveuli amocanebis Sesrulebi-

saTvis saWiro Zalauflebas, es Zalaufleba ar gaqcevT

Tqven liderad. lideroba adamianebs miznebisa da amoca-

nebis Sesrulebis survils uCens maSin, rodesac xel-

mZRvanelebi miuTiTeben adamianebs am miznebisa da amoca-

nebis Sesrulebaze.

zogierTi adamiani liderobas da xelmZRvanelobas

SecdomiT aigivebs erTmaneTTan. maT Soris arsebobs

mkveTri gansxvaveba. xelmZRvaneloba formalur Zalauf-

lebasa da uflebamosilebaze dafuZnebuli administra-

ciuli marTva da gadawyvetilebis miRebaa. lideroba ki

upirveles yovlisa dafuZnebulia organizaciis muSakTa

(an jgufis wevrTa) qcevis motivaciis procesSi an maTTan

urTierTobis procesSi xelmZRvanelis pirad gavlenaze.

yvela lideri ar aris xelmZRvaneli da yvela xelmZRva-

neli ar aris lideri. es imas niSnavs, rom liderebi SeiZ-

leba iyvnen formalurebi da araformalurebi. organiza-

ciuli qcevis procesSi momuSave specialistebi mravali

welia swavloben liderobas. liderobis Seswavlis adre-

ul etapze ikvlevdnen individis fizikur an misi qcevis

universalur aspeqtebs, raTa erTmniSvnelovnad gamoer-

CiaT lideri individi aralideri individisagan.

ukanasknel wlebSi liderobis Seswavla daiwyo kon-

kretul situaciebSi misi gavlenis TvalsazrisiT. marTa-

lia, amJamad, ise rogorc winaT, kvlevebi mimdinareobs

lideris pirad maxasiaTeblebze, magram liderobis Tana-

medrove Teoriebi umeteswilad efuZneba im varauds, rom

lideris qceva damokidebulia situaciur faqtorebze.

liderobis Tanamedrove Teoriebis mixedviT, li-

ders ar SeuZlia sxvadasxva viTarebaSi erTi da imave qce-

viT miaRwios warmatebebs. man guldasmiT unda Seiswav-

los da yuradRebiT Seafasos kompaniaSi Seqmnili situa-

cia da arsebuli pirobebis mixedviT airCios qcevis for-

ma. am SemTxvevebSi lideris qcevaze ZiriTadad iseTi faq-

311

torebi moqmedebs rogoricaa: daqvemdebarebulebs So-

ris individualuri gansxvavebebi; jgufebis, organizaci-

isa da lideris maxasiaTeblebi; daqvemdebarebulebis

mzadyofna gaiziaron lideris mier dasaxuli miznebi.

lideris qcevaze garkveul gavlenas axdenen kul-

turuli faqtorebi.

cnobili amerikeli mkvlevari g. hofstede erovnu-

li kulturis 5 faqtors gamoyofs45: socialuri orien-

tacia; Zalauflebisadmi damokidebuleba; gaurkvevlo-

bis mimarT damokidebuleba da miznis miRwevaze orienta-

cia maskulinuroba da feminuroba. hofstedes TeoriaSi

gamoyofili kulturuli faqtorebis safuZvelze saer-

TaSoriso kompaniebis liderebisaTvis SeiZleba gakeTdes

ramdenime mniSvnelovani daskvna: individualur kultu-

rebSi liderma Tavisi qcevis orientirad mizanSewonilia

aiRos ara mTeli koleqtivi, aramed calkeuli individebi.

koleqtiur kulturebSi es piriqiT unda moxdes. kultu-

rebSi, romlebic orientirebulia (iaponia) biznesis jgu-

fur warmarTvaze, menejeri efeqtianad xelmZRvanelobs

daqvemdebarebul gunds, uzrunvelyofs gundis wevrebs

Soris Tanxmobas. amasTan, magaliTad kompania `Sony~-Si

ivaraudeba, rom menejerebi daqvemdebarebulebs ufle-

bas aZleven gadavidnen maTTvis ufro saintereso samu-

Sao adgilebze, rac kompanias sargeblobas moutans. mar-

Tvis iaponuri sistema orientirebulia lidersa da mis

daqvemdebarebulebs Soris erToblivi gadawyvetilebis

miRebis dros SeTanxmebis miRwevaze. Tu lideri ubrZa-

nebs, misi gadawyvetilebis morCilad Sesrulebas, es da-

arRvevs koleqtivSi Tanxmobas. xSirad iaponeli meneje-

rebi gadawyvetilebis miRebisas ganzrax gverdze dgebian

da stimuls aZleven daqvemdebarebulebs erTmaneTs So-

ris gaarCion gadawyvetilebis sxvadasxva varianti. mxo-

45 Hofstede G., Hofstede G. J., Cultures and Organizations: Software of the Mind, London, NY, Mc Grow-Hill, 2004.

312

lod amis Semdeg CaerTveba menejeri saqmeSi da gamoT-

qvams Tavis Sexedulebas am sakiTxis irgvliv.

situaciur liderobas uSualod ukavSirdeba iseTi

faqtori, rogoricaa, Zalauflebisadmi damokidebuleba.

im kulturebSi, romlebic aRiareben Zalauflebas (bato-

nobas), muSakebi elodebian, rom lideri Tavis Tavze ai-

Rebs marTvas, miiRebs gadawyvetilebas da uxelmZRvane-

lebs maT. aseT kulturebSi liders mouwevs airCios sa-

boloo Sedegze orientirebuli qceva (pirdapiri, struq-

turizebuli, miznobrivi), uari Tqvas daqvemdebarebule-

bis orientaciaze, gadawyvetilebis miRebaSi maT CarTva-

ze da sxv. Tu kulturaSi ufro metad fasobs Zalaufle-

bis moTmena, maSin liderma unda iTanamSromlos daqvem-

debarebulebTan, CarTos isini kompaniis marTvis proce-

sebSi da a.S.

menejerebsa da daqvemdebarebulebs Soris gansxva-

vebebis waSlas inarCuneben avtoritaruli, ierarqiuli

socialuri wyobis qveynebi. magaliTad, aSS-is deda kom-

paniam, romelsac espaneTSi hqonda qaliSvili kompania,

gadawyvita moewyo espaneli TanamSromlebisaTvis `mSob-

liuri pikniki~. piknikze espanelebs saWmels miarTmev-

dnen deda-kompaniis maRali rangis pirebi. es pikniki ar

Sedga, radgan espanelebs aseTi momsaxurebiT didi dis-

komforti SeeqmnaT.

mniSvnelovani situaciuri faqtoria gaurkvevlo-

bisadmi damokidebulebac. gaurkvevlobidan Tavis da-

saRwevad kompaniis TanamSromlebi upiratesobas aniWeben

konkretul davalebebsa da amocanebs. aseT dros ufro

efeqturia konkretul Sedegze da ara daqvemdebarebu-

lebTan TanamSromlobaze orientirebuli lideris qceva.

magaliTad, germanelebisaTvis misaRebia avtokratizmi

da amocanebze orientacia korporaciuli wesebisa da

procedurebis farglebSi. menejerebi sxvadasxva ganyo-

filebas dausaxaven misaRwev miznebs da Semdeg axdenen

maTi Sesrulebis srul delegirebas.

313

im kulturebisTvis, romelTaTvis misaRebia saqmeSi

gaurkvevlobis maRali done, miuRebeli iqneba saboloo

Sedegze orientirebuli lideris qceva, xolo mowonebu-

li — kompaniis marTvaSi muSakTa CarTvis qceva.

lideris qceva agreTve damokidebulia miznobriv

orientaciaze. rogorc adre aRvniSneT, aqtiuri miznob-

rivi orientaciis kulturis warmomadgenlebisaTvis upi-

ratesoba aqvs fuladi da materialuri waxalisebis sxva

formebs. lideris qcevis orientaciam maTSi mowoneba

mxolod im SemTxvevaSi SeiZleba daimsaxuros, Tu isini

amiT sargebels miiReben. lideris qceva, romelic amaR-

lebs cxovrebis xarisxs, ufro mowonebuli iqneba pasiu-

ri miznobrivi orientaciis kulturis warmomadgenlebSi.

daqvemdebarebulebTan TanamSromlobaze (marTvaSi maTi

monawileoba) orientirebuli lideris qceva imdenad iq-

neba mosawoni am orive orientaciis kulturis warmomad-

genlebisaTvis, ramdenadac isini TavianTi samuSaoTi da

mTeli kompaniis saqmianobiT iqnebian kmayofilni.

Tanamedrove pirobebSi bazris liderebs maskulinu-

ri da feministuri Tvisebebis warmoCena uxdeba. mkveTrad

maskulinirebul sazogadoebaSi ZiriTadi Rirebulebebia

warmateba, materialuri dovlaTi da fuli. didi mniSvne-

loba eniWeba gadawyvetilebis miRebis SesaZleblobas. fe-

ministur sazogadoebaSi ki ufro Rirebulia sxvebze

zrunva, TanamSromloba, megobruli atmosfero, gada-

wyvetilebis miReba koleqtiurad da ara pirovnulad.

kulturuli faqtorebis Sefaseba da gageba erT-er-

Ti rTuli da Zneli amocanaa. arada, kulturuli faqto-

rebi lideris saqmianobis efeqtianobis uzrunvelyofaSi

miCneulia gadamwyvet faqtorad. aSS-sa da meqsikas, teri-

toriuli siaxlovis miuxedavad, sruliad gansxvavebuli

kulturebi aqvs. meqsikis kulturis warmomadgenlebi

aRiareben Zalauflebas. meqsikuri kulturuli faseu-

lobebi Tavis gamoxatulebas poulobs paternalizmSi,

marTvis avtoritarul stilSi. aSS-Si piriqiT, eridebian

314

paternalizms, mxars uWeren marTvaSi muSakTa CarTvis

stils da kompaniis saqmianobaSi maT monawileobas. mene-

jerebs, romlebic imuSaveben aSS-sa da meqsikaSi ganTav-

sebul transnacionaluri kompaniis Svilobil kompanieb-

Si, ar gamoadgebaT romelime erTi mxaris (meqsika, aSS) fa-

seulobebze orientaciis aReba. maT im qveynis kulturu-

li faseulobebi, Cvevebi da wesebi unda gaiTvaliswinon

da iseTi qcevis stili SeimuSaon, romel qveyanaSic mou-

wevT muSaoba. mxolod aseT SemTxvevaSi iqneba maTi lide-

roba efeqtiani.

10.4. gadawyvetilebis miReba saerTaSoriso

biznesSi

saerTaSoriso biznesSi gadawyvetilebis miReba

aris kidev erTi sfero, romelzec did gavlenas axdens

sxvadasxva xalxebs Soris kulturuli gansxvavebebi. ga-

dawyvetilebis miReba (decision making) aris miznis misaR-

wevad mravalferovani alternativebidan erTi alterna-

tivis amorCevis procesi.

gadawyvetilebis miRebis modelebi. cnobilia

gadawyvetilebis miRebis procesisadmi ori gansxvavebu-

li midgoma: 1. normatiuli modeli; 2. deskrifculi mo-

deli. gadawyvetilebis miRebis normatiuli modelis Ta-

naxmad, optimaluri gadawyvetilebis ZebnaSi menejerebi

xelmZRvaneloben logikiT da jansaRi azriT. deskrif-

culi modeli ki piriqiT, gvimtkicebs, rom gadawyveti-

lebis miRebis procesis zogierTi qceviTi aspeqti zRu-

davs menejeris SesaZleblobas, yovelTvis logikiT da

jansaRi azriT ixelmZRvanelos.

gadawyvetilebis miRebis procesis normatiuli

modeli iwyeba im momentSi, roca menejerma aRiara prob-

lemis arseboba da gaiTavisa misi gadawyvetis aucileb-

loba. meore nabiji, romelic am SemTxvevaSi menejerma

315

unda gadadgas, iqneba warmoqmnili problemis gadaWris

SesaZlo alternatiuli variantebis identifikacia, mesa-

me — yvela alternatiuli variantis Sefaseba amosavali

problemis konteqstSi, meoTxe — problemis gadaWris op-

timaluri variantis amorCeva, mexuTe — amorCeuli vari-

antis realizaciisTvis konkretuli qmedebebis Sesrule-

ba, meeqvse — Sedegebis Sefaseba.

rogorc deskrifculi modelis momxreebi aRiare-

ben, cxadia, ufro mizanSewonili iqneba, rom menejerebma

miiRon gadawyvetilebebi zemoaRniSnuli wesiT, e. i. nor-

matiuli modeliT, magram sinamdvileSi menejerebi ga-

dawyvetilebas iReben maTi qcevis ori mniSvnelovani as-

peqtis gavleniT. pirveli aspeqti aris SezRuduli raci-

onaluroba. SezRuduli racionaluroba niSnavs imas,

rom adamianis azrovnebis SezRuduloba ar aZlevs mene-

jers saSualebas iazrovnos obieqturad da racionalu-

rad. umetes SemTxvevaSi isini sargebloben arasrulyo-

fili da arazusti informaciiT koleqtivSi problemis

warmoqmnis mizezebis Sesaxeb, ar arkveven sakiTxebs da a.

S. es rom gaakeTon, maSin isini am damatebiTi informaciiT

ukeTes gadawyvetilebasac miiReben. meore aspeqtia go-

nivruli sakmarisobis principi. gonivruli sakmarisoba

niSnavs imas, rom xSirad menejerebi problemis gadawyve-

tis alternativebs Soris upiratesobas aniWeben minima-

lurad misaReb variants, Tumca kvleva—Ziebis gagrZele-

ba maT ukeTes arCevanamde miiyvanda.

normatiuli modeli sxvadasxva kulturaSi. ro-

gorc mTlianad normatiul models, ise mis etapebs sxva-

dasxva kulturis adamianebi, maT Soris menejerebi sxva-

dasxvanairad aRiqvamen da maTze sxvadasxvanairad reagi-

reben. magaliTad, modelis pirveli etapi — problemis

identificireba — individualuri kulturis mqone xal-

xebSi im moqmedebebis konteqstSi ganixileba, romlebsac

muSakebi ganaxorcieleben. mdgomareoba piriqiTaa ko-

leqtiuri kulturis mqone xalxebSi. im kulturis warmo-

316

madgenlebs, romelsac gaurkvevlobis miRebis maRali

done axasiaTebT, SeuZliaT gabedulad airCion maRali

riskis mqone problema. gaurkvevlobis armimReb kultu-

raTa warmomadgenlebis SemTxvevaSi, menejerebi ufrTxi-

an sarisko problemas da did sifrTxiles iCenen misdami.

aseve xdeba normatiuli modelis sxva etapebis mi-

marTac. magaliTad, rogorc wesi, am modelis meore etapi

aris alternatiuli variantebis identificireba. im qvey-

nebis menejerebi, romlebsac aqvT Zalauflebisadmi pa-

tiviscema, ar gamoTqvamen gadawyvetilebis miRebis yvela

variantis ganxilvis survils, radgan, Tu daqvemdebare-

bulis winadadeba menejeris winadadebaze ufro sasar-

geblo da ukeTesi aRmoCndeba, es daarRvevs maT damoki-

debulebaSi ierarqiul wesrigs da a. S., mesame etapi aris

alternatiuli variantebis Sefaseba. varianti, romelic

met materialur sikeTes moitans, mosawonia aqtiuri miz-

nobrivi qcevis kulturis warmomadgenlebisaTvis da mi-

uRebelia pasiuri miznobrivi qcevis xalxisaTvis. al-

ternativebis Sefasebis procesi rTulia im adamianebi-

saTvis, romlebsac uWirT pasuxismgeblobis Tavis Tavze

aReba. magaliTad, CineTSi iseTi kardinaluri cvlilebe-

bia, rom bevr Tanamdebobis pirs momavlis SiSiT uWirs pi-

rovnulad maT gadawyvetaSi monawileobis miReba, miT

ufro pirovnuli pasuxismgeblobis aReba. amis Tavidan

asacileblad iaponelebma gadawyvetilebis miRebis dam-

tkicebis sistema ringi SemoiRes. am sistemis mixedviT ga-

dawyvetileba ar SeiZleba iyos calmxrivi, igi marTvis

yvela donem unda moiwonos da aseTi wesiT unda damtkic-

des. daaxloebiT msgavsi Taviseburebebi aqvs sxvadasxva

kulturaSi normatiuli modelis sxva etapebsac.

deskrifculi modeli sxvadasxva kulturaSi.

qcevis iseTi aspeqtebi, rogoricaa, SezRuduli raciona-

luroba da gonieri sakmarisobis principiT moqmedebisa-

ken miswrafeba, Znelia miakuTvno sxvadasxva kulturaTa

Taviseburebebs. qcevis es aspeqtebi gansxvavebul kul-

317

turebSi siRrmiseulad ar aris Seswavlili. garda amisa,

TviT am movlenebis buneba ar iZleva raime ganzogadebis

safuZvels. am aspeqtebis gavlenis Seswavla damatebiT

gamokvlevas saWiroebs.

10.5. jgufebi da gundebi saerTaSoriso kompaniaSi

sxva umniSvnelovanes qcevis procesebs, romlebSic

unda erkveodnen menejerebi, miekuTvneba jgufebis da

gundebis saqmianoba. ganurCevlad imisa, didia organiza-

cia, Tu patara, mravalerovnulia, Tu ara, iq adamianebis

saqmianoba erTad — jgufurad da gundurad mimdinareobs.

jgufuri dinamikis buneba. Teoriulad erT jguf-

Si momuSave adamianebi ufro maRal Sedegebs iZlevian,

vidre cal-calke. amitom kompaniaSi, ama Tu im samuSaos

da proeqtis gansaxorcieleblad, xSirad iyeneben muSa

jgufebs. jgufebis mravali tipi arsebobs. amJamad metad

didi gavrceleba pova gundebma. gundi aris jgufis gan-

sakuTrebuli tipi, romelic samuSaos Sesrulebis pasu-

xusmgeblobas TavisTavze iRebs (gundisgan gansxvavebiT

jgufi amaze pasuxismgebeli ar aris).

kompaniaSi moqmed gundebs axasiaTebs:

1. rolebis mkafiod gamoxatuli struqtura (gun-

dSi TiToeul wevrs aqvs Tavisi roli, romlis

Sesabamisad uzrunvelyofs Tavis wvlils gundis

miznebis miRwevaSi);

2. qcevis reglamentirebuli normebi (aseT normebs

miekuTvneba tansacmlis forma, samsaxurSi gamo-

ucxadeblobis pirobebi, gundis Sekrebis Cata-

rebis grafiki, gundis wevrebis mwarmoebluroba

da sxv);

3. urTierTkavSiris maRali done (gundis wevrebi

mWidrod TanamSromloben erTmaneTTan da saku-

Tar Tavs aigiveben gundTan);

318

4. gundSi araformaluri lideris arseboba (igi ar

sargeblobs formaluri uflebamosilebiT, mag-

ram xelmZRvanelobs gundis muSaobas).

gundi Tavis saqmianobaSi maqsimalur efeqts aRwevs,

roca:

• gundSi Tanamdebobrivi valdebulebebi orien-

tirebulia efeqtianobis amaRlebaze;

• gundi namdvilad Sekrulia;

• gundSi miRebuli qcevis normebi stimuls aZle-

ven did mwarmoeblurobas;

• araformaluri liderebi mxars uWeren kompaniis

winaSe mdgari amocanebis Sesrulebas.

yvela am pirobis darRvevis SemTxvevaSi gundi kom-

paniis saerTo miznebidan gamomdinare, araefeqtiani iq-

neba.

kroskulturuli gundebis marTva. gundis Semad-

genloba mniSvnelovan rols asrulebs gundis wevrebis

qcevis dinamikaSi. gunds, romlis Semadgenloba erTgva-

rovania, naklebad axasiaTebs konfliqtebi, dabali aqvs

kreatiuloba (SemoqmedebiToba), unificirebuli aqvs

qcevis normebi, ufro Sekrulia da a.S. piriqiTaa saqme

araerTgvarovan gundebSi. iq konfliqtebic xSiria, ur-

TierTobebic garTulebulia da a. S.

menejerebs, romelTa movaleobebSic gundebis

formireba Sedis, evalebaT im amocanebis Sefaseba, rom-

lebic gundma unda Seasrulos. aseT SemTxvevaSi meneje-

ri advilad daakompleqtebs gunds am amocanis Sesasru-

leblad. Tu amocana martivia, misTvis gamodgeba erTgva-

rovani gundi. maTi urTierTmsgavsi codna, aRzrda, rwme-

na da faseulobebi uzrunvelyofen gundis wynar da efeq-

tian muSaobas. Tu amocana rTulia, maSin aucilebelia

gundis wevrebi erTmaneTisagan gansxvavdebodnen aR-

zrdiT, codniT, gamocdilebiT, faseulobebiT da a. S.

sxva kulturuli faqtorebi garkveulwilad gan-

sxvavebulad moqmedeben gundSi qcevis dinamikaze. maga-

319

liTad, individualur kulturebSi siZneleebi iqmneba

qcevis saerTo normebis danergvaSi da koleqtivis Sekru-

lobis formirebaSi, maSin, rodesac koleqtiur kultu-

rebSi orive es elementi bunebrivi movlenaa. Zalaufle-

bisadmi pativismcemel kulturebSi gundis wevrebi orga-

nizaciuli sistemis ierarqiis erTnair dones unda ekuT-

vnodnen, radganac am kulturebSi zogadad qveda donis

warmomadgenlebi mTlianad emorCilebian zeda donis

warmomadgenlebs da maTi erT gundSi Seyvana da Tanabari

uflebebis micema arRvevs am kulturaSi dafuZnebul ie-

rarqias. efeqtianad imuSaveben gundSi aqtiuri miznob-

rivi qcevis kulturis warmomadgenlebic, Tu gundis wi-

naSe mdgomi amocanis gadawyveta maT materilur keTil-

dReobas moutans.

amrigad, kulturuli faqtorebis gaTvaliswineba

saerTaSoriso biznesSi sagrZnoblad zrdis mis efeqtia-

nobas. iaponiis kulturaSi gansakuTrebiT didi mniSvne-

loba aqvs Tanxmobas koleqtivSi da umaRlesi xelmZRva-

nelobis pativiscemas. iaponiaSi momuSave e. w. `Cumi lide-

rebi~ ki ar mbrZanebloben muSakebze, aramed warmarTaven

maT saqmianobas (gaixseneT p. drukeris fraza: `ki ar mar-

TeT, aramed warmarTeT~). aseTi liderebi aRafrTovane-

ben daqvemdebarebulebs da mxars uWeren maT. iaponiaSi

gavrcelebuli sistema ringi imis garantias iZleva, rom

gadawyvetileba mis praqtikul ganxorcielebamde mii-

Rebs mxadaWeras.


1. gansazRvreT pirovnebis tipi da axseniT ama Tu im pi-

rovnebis tipis Taviseburebebi rogor imoqmedebs in-

dividis qcevaze?

2. axseniT, ra kavSiria aRqmasa da ganwyobas Soris?

320

3. gaanalizeT stresis cneba da misi Taviseburebebi

sxvadasxva kulturaSi.

4. riT gansxvavdeba erTmaneTisagan sxvadasxva kultu-

raSi moTxovnilebebi da faseulobebi?

5. mokled daaxasiaTeT gadawyvetilebis miRebis norma-

tiuli modeli.

6. kompaniebis saqmianobaSi riT aixsneba gundebis aseTi

didi mniSvneloba?

literatura:

1. bakaSvili n., mesxiSvili d., qadagiSvili l., organi-

zaciis Teoria, Tb., 2009; 2. xomeriki T., menejmentis safuZvlebi, Tb., 2008; 3. Coxeli e., strategiuli menejmenti., Tb., 2007; 4. faresaSvili n., qeSelaSvili g., organizaciu-

li qceva, Tb., 2010. 5. qarTuli enis ganmartebiTi leqsikoni, erT-

tomeuli, red. arn. Ciqobava, Tb., 1990. 6. Гриффин Р., Пастей М., Международный бизнес, и.е.

изд. сангл., под ред, А. Г. Медведева, спб.: Питер, 2006.

7. L.R. Golberg, “ An Alternative” Description of Personality”: The Big Five Factor Striscure”, Iournal of Personality and social Psychology vol. 18 (1992), pp.185-213.

8. T. W. Adorno, E. Frenkel-Brunswick, D. J. Levinson, and R. N. Sanford, The Authoritarian Personality (New York: Harper & Row, 1950).

9. Patrica C Smith, L. M. Kendall and Charles Hulin, The Measurement of Satisfaction in Work and Behavior (Chicago: Rand-McNally,1969).

10. For a recent overview of the stress literature, see Frank Landy, James Campbell Quick, and Stanislav Kals, “ Work, Stress, and

321

Weil-Being”, International Journal of Stress Management col.1 no.1(1994), pp.33-79.

11. Charles Weaver and Michael Landeck, “Cross-National Differences in Job Values: A Segmented Comparative Analysis of United states and West German Workers” (Laredo State University, 1991), mimeo.

12. David A. Ralston, David J Gustafon, Fanny M. Cheung, and Robert h. Terpstra, “Differences in management Values: A Study of U.S., Hong Kong, and PRC manager”, Journal of International; Business Studies (second Quartet 1993), pp.249-275.

13. See Joseph A .Petrick, Robert F. Sherer, Iames D. Brodzinski, John F. Quinn, and M.Fall Ainina, “Global Leadership Skills and Reputational Capital: Intangible Resources for Sustainable Competitive Advantage”, Academy of management Executive, vol.13, no. 1 (1999), pp.58-69 .

322

Tavi XI

saerTaSoriso marketingi


1. saerTaSoriso marketingi da biznes-strategiebi;

2. standartizacia an adaptacia;

3. produqtis strategia;

4. faswarmoqmnis politika saerTaSoriso biznesSi;

5. stimulireba;

6. saerTaSoriso distribucia.

11.1 saerTaSoriso marketingi da

biznes-strategiebi

marketingis menejerebisaTvis did sirTules war-

moadgens saerTaSoriso marketingis iseTi strategiis

SerCeva, romelic Seesabameba firmis saerTo strategias.

ganasxvaveben biznesstrategiis Semdeg formebs: dife-

renciaciis strategia, danaxarjebis mixedviT lidero-

bis strategia da fokusirebis strategia

diferenciaciis strategia marketingis menejeri-

sagan moiTxovs marketinguli kompleqsis elementebis

SemuSavebas (produqti, fasi, stimulireba da adgili),

romelic momxmareblis gonebaSi konkurenti firmebis

marketinguli kompleqsis elementebisagan gansxvavebul

adgils daikavebs. am gansxvavebis ZiriTadi safuZvelia

momxmareblis mier aRqmuli xarisxi, niSan-Tviseba, stili,

dizaini da sxva TvalsaCino maxasiaTeblebi. am niSnebis

demonstrirebas warmatebulad axdenen im saqonlis mar-

ketingis menejerebi, rogoricaa saaTi ,,Rolex~, avtomobi-

li ,,BMW~ da saweri kalami ,,Montblanc~. Tu firma efeq-

tianad sTavazobs momxmareblebs saqonlis faseulobebs,

323

maSin mas SeuZlia Tavis saqonelze daawesos gazrdili

fasi an Tavi aaridos safaso konkurencias, romelic mom-

dinareobs naklebad mniSvnelovani savaWro niSnebisagan.

magaliTad, kompnia ,,Rolex~-Tvis, romelic warmatebulad

axorcielebs diferenciaciis strategias, misTvis auci-

leblobas ar warmoadgens yovel jerze Seamciros fasi

Tavis brilintisTvlebian saaTze (romlis Rirebulebaa

15 000 $), rodesac Timex gadawyvets gamouSvas axali 1995

$-is Rirebulebis kvarculi modeli.

firmas aseve SeuZlia gamoiyenos biznesstrategia,

romelic dafuZnebulia danaxarjebis mixedviT lidero-

baze. danaxarjebis mixedviT lideroba SeiZleba iyos

miRweuli warmoebisa da gasaRebis xarjebis sistematuri

SemcirebiT da SedarebiT iafi masalebis, makompleqtebe-

li nawilebisa da sxva saSualebebis gamoyenebiT. firma,

romelic iyenebs am strategias, reklamaSi koncentrire-

bas axdens saqonlis dabal fassze da iyenebs ganawilebis

arxebs, romelic mas saSualebas miscems SeinarCunos sa-

biTumo fasi dabal doneze: magaliTad, dabali fasebiT

movaWre maRaziebis saSualebiT da ara moduri butikebis

meSveobiT. Texas Instruments-is kalkulatorebi, Hyundai-is avtomobilebi, ,,Bic“-is saweri kalmebi _ yvela maTi

saqmianoba dafuZnebulia danaxarjebis mixedviT lide-

robis strategiaze.

firma, romelic misdevs fokusirebis strategias,

ZiriTadaT koncentrirebulia bazris gansazRvrul seg-

mentze. saerTaSoriso marketingis menejerebma unda

ifiqron imaze, rom arCeulma bazrebma miiRon saTanado

Setyobineba firmis produqtisa da momsaxurebis Sesaxeb.

magaliTad, Sveicariuli saaTis mwarmoebeli kompania Ste. Suisse Micro electronique et d’Horlogerie SA (SMH), romelic

uSvebs popularul saaTebs ,,Swatch~, koncentrirebulia

araZviradRirebuli saaTebis gayidvebze, romlis miznob-

riv segments warmoadgens axalgazrda da modaze orien-

324

tirebuli momxmareblebi evropidan, CrdiloeT ameriki-

dan da aziidan.

firmis warmatebis ZiriTad faqtors warmoadgens

saerTaSoriso marketinguli saqmianobis Tanxvedra fir-

mis saerTo biznesstrategiebTan. Rolex-ma, Timex-ma da

SMH-ma (yvela saaTebis mwarmoebeli kompaniaa) airCies

sxvadasxva strategia, magram miaRwies warmatebas saer-

TaSoriso arenaze imis wyalobiT, rom maTi marketinguli

saqmianoba Seesabameboda biznesstrategiebs. Timex-ma,

romelmac airCia danaxarjebis mixedviT liderobis

strategia, kavSiri unda daamyaros araZviradRirebul

momwodeblebTan da gayidos Tavisi saaTebi fasdaklebe-

biT movaWre iseT maRaziebSi, rogoricaa Wal-Mart da

Target-i da ara Saks Fifth Avenue an Hatred’s-is saxis modur

univermaRebSi. Rolex-is mier gamoyenebuli diferenciia-

ciis strategia, romelic dafuZnebulia savaWro niSnis

imijis SenarCunebaze, SeiZleba araefeqtiani aRmoCndes,

Tu kompania ganizraxavs gayidos Tavisi saaTebi quCis mo-

vaWreebis meSveobiT, romlebic muSaoben metros sadgu-

rebSi mTel msoflioSi da uars ityvis msoflios ulama-

zesi qalaqebis yvelaze prestiJul ubnebSi ganTavsebuli

mcirericxovani ZviradRirebuli da mdidruli maRazie-

bis saSualebiT Tavisi produqtis realizaciaze. analo-

giurad, SMH, Swatch-is saaTebis reklamirebisas, fokusi-

rebas ar axdens 30-50 wlis asakis maRali klasis sazoga-

diebis warmomadgenlebze, romlebic arian Jurnal Town and Country da Architectural Digest-is mkiTxevelebi. Tumca

misi produqciis reklamireba xdeba amerikul, Cinur da

frangul gamocemebSi, romlis miznobriv segments war-

moadgens demografiulad msgavsi auditoria, axalgaz-

rda da moduri mandilosnebi.

sazRvargareTis ama Tu im bazarze SeRwevis Sesaxeb

gadawyvetileba gamomdinareobs biznesis saerTo stra-

tegiidan da unda Seesabamebodes am strategias. magali-

Tad, iseTi qveynebis stabiluri ekonomikuri zrda, ro-

325

goricaa kosta-rika, namibia, poloneTi da TurqeTi sa-

dac mosaxleobis Semosavali meryeobs dabalidan saSua-

lo donemde, Timex-saTvis warmoadgens mimzidvel saqmian

SesaZleblobebs da ara Rolex-saTvis. saerTaSoriso bazris aTvisebis Sesaxeb gadawyve-

tilebis miRebis Semdeg, firmis xelmZRvabelobam unda

miiRos Semdegi marketinguli gadawyvetileba, kerZod

marketingis menejerma unda gansazRvros oTxi sakiTxi:

1. rogor SeimuSavon saqoneli;

2. rogor daaweson am saqonelze fasi;

3. rogor gayidon es saqoneli;

4. rogor gaanawilon es saqoneli imisaTvis, raTa

momxmareblebisaTvis iyos xelmisawvdomi.

saerTaSoriso marketinguli kompleqsis aspeqtebi

da gadawyvetileba bevrad msgavsia Sida bazris marketin-

gul kompleqsis RonisZiebebisa, Tumca, arsebobs garkve-

uli gansxvavebebi, rac arTulebs mdgomareobas. faqtor-

Ta speqtri, romelic unda ganixilos marketingis mene-

jerma, bevrad farToa, xolo am faqtorebs Soris urTi-

erTkavSiri SedarebiT gadaxlarTulia. magram sanam Se-

udgebodeT am sirTuleebis ganxilvas, aucilebelia kon-

centrireba movaxdinoT saerTaSoriso marketingis Seda-

rebiT sxva mniSvnelovan aspeqtze: ra xarisxiT unda gana-

xorcielos firmam marketinguli kompleqsis standarti-

zacia miznobriv qveynebSi.

11.2. standartizacia an adaptacia

standartizaciisa da adaptaciis Sesaxeb gadawyveti-

lebis miRebisas firma Cveulebriv irCevs samidan erT

midgomas:

1. eTnocentristuli midgoma _ sazRvargareTis ba-

zarze firmis mier saqonlis win waweva xorcielde-

ba Siga bazris msgavsad;

326

2. policentristuli midgoma _ marketinguli kom-

pleqsis adaptireba TiToeuli arCeuli bazris Sesa-

bamisad;

3. geocentristuli midgoma _ msoflio masStabiT

momxmarebelTa moTxovnilebebis gaanalizeba Sem-

deg standartuli marketinguli kompleqsis Semu-

Saveba yvela arCeuli bazrisaTvis.

eTnocentristuli midgomis gamoyeneba SedarebiT

martivia. am SemTxvevaSi firma saerTaSoriso bazarze sa-

qonlis realizebas axorcielebs igive marketinguli

kompleqsis gamoyenebiT, rogorc Siga bazarze da Tavs

aridebs ucxoeli momxmareblebis axali marketinguli

ileTebis SemuSavebaze xarjebis gawevas. zogierTi firma

aseT midgomas irCevs saerTaSoriso bazarze gasvlis saw-

yis etapze im varaudiT, rom Siga bazarze warmatebulad

aprobirebuli marketinguli elementebi sazRvargare-

Tis bazrebzec warmatebuli iqneba.

policentristuli midgoma sawarmos SedarebiT

Zviri ujdeba, vinaidan aseT SemTxvevaSi firma cdilobs

marketinguli kompleqsis adaptirebas calkeuli bazri-

sadmi, momxmareblebis unikaluri moTxovnilebebis dak-

mayofilebis mizniT. Tu marketingis menejerebi warmate-

bulad arTmeven Tavs am amocanas, amgvari adaptaciis Se-

degad firmas SeuZlia miiRos SedarebiT maRali Semosa-

vali. am midgomis Tanaxmad firmebi darwmunebulni arian,

rom myidvelebi mzad iqnebian ganaxorcielon Sesyidvebi

da gadaixadon meti im saqonelze romelsac SeuZlia maq-

simalurad daakmayofilos maTi moTxovnilebebi. moce-

mul midgomas xSirad iyeneben saerTaSoriso firmebi,

romlebic Tavis Tavs miiCneven multilokalur korpora-

ciad.

geocentristuli midgoma iTvaliswinebs marketin-

guli kompleqsis standartizacias. am midgomis Tanaxmad,

firma sxvadasxva bazars sTavazobs arsebiTad erTi da

igive saqonels da momsaxurebas da iyenebs globaluri

327

masStabiT maTi realizebisaTvis erTi da igive midgomas.

Coca-cola iyo erT-erTi pirveli saerTaSoriso sawarmoo,

romelmac airCia geocentristuli midgoma. is yidis Ta-

vis yvelaze popularul gamagrilebel sasmels mTels

msoflioSi da iyenebs praqtikulad erTi da igive SefuT-

vas, saqonelsa da reklamas. marTlac, Coca-cola-as boTli

yvelaze cnobadia msoflioSi. unda aRvniSnoT, rom marketinguli kompleqsis

standartizacias moiTxovs rogorc eTnocentristuli

aseve geocentristuli midgoma. Tumca eTnocentruli

midgomisas firma marketinguli kompleqsis standarti-

zebas axdens mSobliur qveyanaSi saqmianobis safuZvelze.

eTnocentristuli midgomisagan gansxvavebiT geocen-

tristuli midgomisaTvis aseTi midrekileba ar aris da-

maxasiaTebeli. es midgoma varaudobs, rom Tavdapirve-

lad man unda moaxdinos msoflios sxvadasxva qveynis

momxmarebelTa identifikacia, xolo Semdeg aqedan ga-

momdinare, ganaxorcielos marketinguli kompleqsis

standartizacia.

saqmian leqsikaSi standartizacia Semovida 1980

wels, rodesac misi iseTi momxre, rogoricaa keniCi omae

(im droisaTvis mas ekava Mckinsey & Company-is tokios

ganyofilebis generaluri direqtoris Tanamdeboba) am-

tkicebda, rom triadis qveynebis mydvelebi ufro da uf-

ro emsgavsebian erTmaneTs _ aqvT msgavsi Semosavali, ga-

naTlebis done, cxovrebis stili, rac amcirebes Zvirad-

Rirebuli marketinguli kompleqsis adaptaciis auci-

leblobas. garda amisa, harvardis biznes skolis profe-

sori Teodor leviTi Tvlis, rom firmis produqtisa da

marketinguli kompleqsis sxva elementebis standarti-

zacia warmoebaSi, distribuciasa da stimulirebaSi mas-

Stabis efeqtis Zlieri SesaZleblobebis saSualebas iZ-

leva, rac iwvevs produqtis TviTRirebulebis da sabo-

loo angariSiT fasebis Semcirebas msoflio masStabiT

328

da saerTaSoriso konkurentebze upiratesobis mopove-

bas.

kompromisi standartizaciasa da adaptacias Soris

aSkaraa. standartizacia firmas saSualebas aZlevs gazar-

dos warmoebis, ganawilebisa da stimulirebis efeqtiano-

ba. Tumca, firma unda Seeguos gayidvebis raRac moculo-

bis dakargvas im SemTxvevaSi, Tu misi saqoneli ver daakma-

yofilebs momxmarebelTa unikalur moTxovnilebebs cal-

ke aRebul bazarze. adaptacia saSualebas aZlevs Seqmnas

am moTxovnilebebis Sesabamisi saqoneli, Tumca firmam un-

da Seswiros ekonomikuri efeqtianoba. praqtikaSi firmebi

Tavs arideben rogorc erTi, aseve, meore ukiduresobis

gamoyenebas. mravali warmatebuli firma iyenebs strate-

gias Semdegi principiT ,,ifiqre globalurad da imoqmede

lokalurad“ imisaTvis, rom uzrunvelyos masStabis efeq-

ti marketinguli kompleqsis globalizaciis saSualebiT

da amave dros daakmayofilos momxmarebelTa moTxovnebi

sxvadasxva qveynis bazrebze. Coca-Cola-mac ki, romelic

globaluri marketingis pioneria, daiwyo SedarebiT lo-

kalizebuli azrovnebis waxaliseba globaluri marketin-

guli sistemis farglebSi.

firmis mier standartizaciisa da adaptaciis gamo-

yeneba damokidebulia mraval faqtorze. am faqtorebs

miekuTvneba saqonlis tipi, mSobliur da mimReb qveyanas

Soris kulturuli gansxvavebebi, aseve mimRebi qveynis

sakanonmdeblo sistema. marketinguli kompleqsis ele-

mentebTan mimarTebiT firmas SeuZlia airCios erTi mid-

goma, xolo sxvebTan _ meore.

saerTaSoriso firmam aseve unda gaiTvaliswonos

sakuTari organizaciuli struqtura. standartizacia

varaudobs Zalauflebisa da marTvis centralizacias,

maSin rodesac adaptacia moiTxovs saTao ofisidan ga-

dawyvetilebis mniSvnelovani nawilis delegirebas loka-

lur menejerebze. aqedan gamomdinare, mTlianad centra-

lizebul firmaSi martivia saerTaSoriso marketinguli

329

kompleqsis standartizacia, vidre decentralizebul

struqturaSi. xSirad saerTaSoriso firmebi am organi-

zaciul sakiTxebs wyveten or etapze:

1. iseTi marketinguli kompleqsis, rogoricaa sa-

qonlis konstruqcia, savaWro niSani, SefuTva da

pozicireba, zogierTi elementis standartiza-

ciis Sesaxeb gadawyvetilebis miReba centrali-

zebulad xdeba;

2. globaluri marketinguli programis demon-

strireba xdeba lokaluri menejerebis winaSe,

ris Sedegad marketinguli kompleqsis elemen-

tebis kostomizaciis danergvis mixedviT Semu-

Savdeba gegma.

standartizaciisa da adaptaciis upiratesoba

da naklovaneba

cxrili 1

standartizebuli saerTaSoriso marketingi

upiratesoba naklovaneba

1. marketingul RonisZiebebze

xarjebis Semcirdeba

1. saqonlis gamoyenebis sxvadas-

xva pirobebi ugulebelyofa

2. marketingis centralizebu-

lad marTvis uzrunvelyofis

SesaZlebloba

2. ignonirebulia adgilobrivi

kanonmdeblobis Taviseburebe-

bis ugulebelyofa

3. mecnierul-teqnikur da sac-

del-sakonstruqtoro samuSa-

oebis efeqtianobis zrda

3. ignorirebulia msyidvelobiTi

qcevis sqemebSi gansxvavebebis

ugulebelyofa

4. warmoebis masStabis efeqtis

uzrunvelyofa

4. lokaluri marketinguli ini-

ciativebis CaxSoba

5. erTiani globaluri bazris

formirebisadmi tendenciis ga-

Tvaliswinebis SesaZlebloba

5. individualuri bazrebis sxva

gansxvavebebis ugulebelyofa

330

adaptirebadi saerTaSoriso marketingi

upiratesoba naklovaneba

1. saqonlis gamoyenebis sxvadas-

xva pirobebi asaxva

1. marketingul RonisZiebebze

xarjebis zrda

2. adgilobrivi kanonmdeblobis

Taviseburebebis aRiareba;

2. marketinguli saqmianobis cen-

tralizebulad marTvis CaxSo-

ba

3. momxmarebelTa qcevis gansxva-

vebebis gaTvaliswineba

3. mecnierul-teqnikuri da sac-

del-sakonstruqtoro samuSa-

oebis araefeqtiani gamoyeneba

4. lokaluri marketinguli ini-

ciativebis waxaliseba

4. warmoebaze masStabis efeqtis

Semcireba

5. individualuri bazrebis sxva

Taviseburebebis gaTvaliswine-

ba

5. erTiani globaluri bazris

Seqmnis tendenciebis ugule-

belyofa

11.3. produqtis strategia

saqonlis standartizacia an adaptacia?

ZiriTadi gadawyvetileba, romelsac awydeba saer-

TaSoriso firma sasaqonlo politikis SemuSavebisas,

aris is, Tu firmis produqcia ra doneze unda iyos stan-

dartizebuli (erTi yvela bazrisaTis) an ra doneze unda

iyos kostomizebuli (unikaluri TiToeuli bazrisaTvis).

magaliTad, Toyota-m iseve, rogorc yvela sxva saerTaSo-

riso firmam airCia standartizaciisa da adaptaciis kom-

bincia. kompaniis midrekileba Seqmnas maRali xarisxis,

meqanikurad saimedo avtomobili da SeinarCunos savaWro

niSnis prestiJi, asaxavs standartizacias. sxva mxriv,

kompaniis produqti da marketinguli kompleqsi adapti-

rebulia adgilobrivi bazrebis moTxovnilebebTan. iapo-

niaSi, avstraliaSi, samxreT afrikis qveynebsa da did bri-

taneTSi Toyota yidis avtomobils ,,marjvena“ saWiT, xolo

amerikis qveynebsa da kontinentur evropaSi - ,,marcxena-

Ti“. garantiis pirobebi icvleba qveynebis mixedviT, kon-

kurentebis mier SeTavazebuli garantiebidan gamomdina-

re. garda amisa, erTi da igive avtomobili iyideba sxva-

331

dasxva saxelwodebiT. avtomobili, romelic aSS-Si iyide-

ba rogorc ,,Lexus Sports Cuepe~ iaponiaSi misi saxelwode-

baa ,,Toyota Soarer~. zogjer kompania postfaqtum igebs Tavisi produq-

tis adaptaciis Sesaxeb. magaliTad, 1980 wels kompania

Unilever-ma aRmoaCina, rom raime aSkara mizezebis gareSe

evropis bazars sTavazobs 85 saxis qaTmis wvnians da 15 na-

irsaxeobis ,,Cornetto“-s nayins. mas Semdeg, rac problema

gamovlinda, Unilever-ma saswrafod moaxdina ,,Cornetto“ na-

yinis standartizeba da Seamcira qaTmis wvnianis asorti-

meti. am gziT man Seamcira warmoebaze gaweuli xarjebi da

sasaqonlo-materialuri maragebis Rirebuleba da aseve

gaamartiva ganawilebis arxebis sistema.

adgilobriv moTxovnilebebis Sesabamisi produqci-

is adaptaciis xarisxis cvlileba damokidebulia ramde-

nime faqtorze. am faqtorebs Soris erT-erTi aris miz-

nobrivi momxmareblis maxasiaTebeli. ra Tqma unda, arse-

bobs adaptirebuli sawarmo daniSnulebis saqoneli da

standartizirebuli samomxmareblo daniSnulebis saqo-

neli, Tumca, sawarmoo daniSnulebis produqtebis stan-

datizireba ufro xSirad xdeba, samomxmareblo daniSnu-

lebis produqtebTan SedarebiT. magaliTad ,,Caterpillar~-

is buldozerebi mTels msoflioSi iyideba umniSvnelo

modifikaciiT, romelic pasuxobs adgilobriv teqnikur

da sakanonmdeblo moTxovnebs. standartizacias aseve eq-

vemdebareba nedleuli da masalebi. magaliTis saxiT Se-

iZleba moviyvanoT sasoflo-sameurneo produqti, nav-

Tobi, mikrosqemebi, qimikatebi.

samarTlebrivi regulireba

mimRebi qveynis kanonebi da normebi aseve gavlenas

axdens saerTaSoriso firmebis mier gamoyenebul sasa-

qonlo politikaze. magaliTad, zogierT qveyanaSi arse-

bobs mkafio wesi informaciasTan mimarTebiT, romelic

unda iyos samomxmareblo saqonlis SefuTvaze aRniSnuli

da aseve, kanonebi produqtis usafrTxoebis Sesaxeb. sama-

332

mulo da ucxouri firmebi valdebulni arian daicvan es

wesebi. amasTan dakavSirebiT, saerTaSoriso firmebs

uwevT Seitanon cvlilebebi SefuTvasa da Tavad saqon-

lis konstruqciaSi. magaliTad, kompania Grupo Modelo SA-

ma, romelic awarmoebs luds ,,Corona~-s da realizacias

axorcielebs germaniaSi, avstriasa da SveicariaSi mouwia

Semcvelobis Semcireba ludSi, vinaidan amas moiTxovs

adgilobrivi jandacvis normebi. regulirebas, aseve, Se-

iZleba daeqvemdebaros samomxmareblo saqonlis kon-

struqcia, rac amartivebs maT Sesyidvasa da Secvlas. ma-

galiTad, saudis arabeTSi sayofacxovrebo eletronikis

eleqtrogadamcemi xazebi 2 metris sigrZis unda iyos.

kompania GE aRmoCnda uxerxul mdgoamareobaSi, rodesac

misi teqnikis nawili ukan gamoabrunes imitom, rom gadam-

cemi xazebis sigrZe iyo ara 2 metri aramed 2 iardi (1 iar-

di =91,44 sm). firmis produqtis adaptireba aseve aiZu-

lebs teqnikuri standartebis cvlilebas, romelic moq-

medebs sxvadasxva qveyanaSi iseT saqoenlze, rogoricaa

eleqtromowyobilobebi, translaciuri da telesakomu-

nikacio mowyobilobebi. magaliTad sayofacxovrebo xel-

sawyoebi da eleqtroCamrTvelebi, romelic iyideba ev-

ropaSi, aucilebelia misi modificireba konkretuli

qveynis pirobebidan gamomdinare, vinaidan iq arsebobs

eleqtroqselSi CarTvis sxvadasxva standarti.

kulturis zemoqmedeba

saerTaSoriso firmebs xSirad uwevT TavianTi pro-

duqtis adaptireba adgilobrivi bazris kulturul Ta-

viseburebTan. aseTi tipis adaptaciaa informaciis Tar-

gmna, romelic moTvsebulia saqonlis SefuTvaze, mimRebi

qveynis oficialur enaze. Tumca zogierT SemTxvevaSi,

SeiZleba gamoyenebul iqnes ucxouri ena, rogorc xaris-

xis an modis simbolo. magaliTad, komunisturi reJimis

dacemis Semdeg, kompania Procter & Gamble-ma sarecxi

fxvnilis SesafuT nawils, romlis realizaciasac axor-

cielebda CexeTSi, daumata warwera germanul enaze. baz-

333

ris kvlevam gviCvena, rom Cexebi saqonels, romlis Se-

fuTvaze aris inglisur an germanul enaze warwera, gani-

xilaven rogorc SedarebiT xarisxians, vidre saqonels,

romlis SefuTvaze aris Cexur enaze warwera. xSirad mo-

difikacias eqvemdebareba kvebis produqtebis ingredien-

tebi imisaTvis, raTa Seusabamon adgilobriv gemovnebebs.

kompania Gerber sabavSo sakvebis adaptirebas axdens adgi-

lobrivi kulturis moTxovnilebebis gaTvaliswinebiT.

kompaniam aRmoaCina, rom poloneTSi dedebi uars amboben

uyidon Svilebs bananis fafa, radganac am qveyanaSi banani

iTvleba fufunebis simbolod. amis nacvlad isini upira-

tesobas aniWeben Gerber-is produqtebs, romelic damza-

debulia xilisa da kurdRlis xorcisagan.

kultura aseve sxvanair gavlenas axdens sasaqonlo

politikaze. magaliTad sazRvargareTis manqanaTmSeneb-

lobis kompaniebi mixvdnen, rom iaponeli momxmareblebi

momTxovnni arian xarisxis mimarT. mravali iaponeli mom-

xmareblebisaTvis avtomobili aris statusis simbolo,

vidre gadaadgilebis saSualeba: iaponiaSi avtomobilis

saSualo gavla Seadgens 5000 mils weliwadSi _ es daax-

loebiT samjer naklebia, vidre aSS-Si. amitomac avtomo-

bilis garegnoba xSirad ufro mniSvnelovania mis saval

maxasiaTeblebTan SedarebiT. iaponelma SeiZleba uari

Tqvas im avtomobilis SeZenaze, romelsac kapotis qveS

saRebavi wasmulia araTanabrad an sawvavis avzis sacobi

Tavisuflad ar eWireba (trialebs). mravali germaneli

momxmarebeli zrunavs garemos dacvaze. Sedegad firmebs

xSirad uwevT germaniaSi gasayidi saqonelis konstruqci-

aSi Seitanon cvlilebebi, romelic uzrunvelyofs misi

gadamuSavebisa da utilizaciis simartives.

zogierT qveynis kultura aiZulebs firmebs gansaz-

Rvruli cvlilebebi Seitanon sazRvargareTul produq-

tSi. magaliTad, miuxedavad amerikuli filmebis popula-

robisa aziis bazarze, kompania HBO-s xSirad uwevs filme-

bis redaqtireba, vidre maT uCveneben konservatul aziur

334

qveynebSi. malaiziaSi HBO-m ver SeZlo eCvenebina ,,Sindle-

ris sia“ da ,,amistaddi“ vinaidan orive filmi Seicas siSiS-

vlis epizodebs, xolo misi reJisori stiven spilbergi ne-

bas ar rTavs romelime scenis amoWras misi filmebidan.

ekonomikuri faqtorebi

saqonlis sasurvel xarisxze aseve SeiZleba gavlena

iqonios qveynis ekonomikuri ganviTarebis donem. mdidari

qveynebis momxmareblebi upiratesobas aniWeben funqciu-

rad datvirTul saqonels, xolo fasis mimarT mgrZnobiare

SedarebiT Raribi qveynebis momxmareblebi irCeven igive sa-

qonlis e.w. ,,cariel“ versiebs. magaliTad, aseT qveynebSi

kbilis pasta da Sampuni xSirad iyideba erTjeradi moxma-

rebisTvis gankuTvnil SefuTvaSi, rac am produqtebs xdis

SedarebiT xelmisawvdoms adgilobrivi momxmareblebisaT-

vis. adaptaciis Sesaxeb gadawyvetilebaze aseve gvalenas ax-

dens qveynis infrastruqturis xarisxi. qveynebSi sadac cu-

di gzebia, avtomwarmoeblebi xSirad axdenen avtomobile-

bis modifikacias gaZlierebuli CamosakidiT. garda amisa,

saqonlis konstruqciaze SeiZleba gavlena moaxdinos sare-

monto mosmaxurebis arsebobam da misma Rirebulebam. avto-

mobilebi, romelic iyodeba Rarib qveynebSi, xSirad mzad-

deba martivi teqnologiiT, rac araspecializebul saam-

qroebSi misi SekeTebis saSualebas iZleva.

brendi saqonlis safirmos saxelwodeba (brendi) erT-erTia

im elementebs Soris, romelic SedarebiT xSirad eqvemde-

bareba standartizacias. am SemTxvevaSi firmas SeuZlia

Seamciros danaxarjebi SefuTvaze, dizansa da reklamaze.

mas SuZlia gamoiyenos erTi bazridan meoreze sareklamo

Setyobinebis gadatanis efeqti. magaliTad Avon-is gasvla

tailandis bazarze aRmoCnda ioli imis gamo, rom milio-

nobiT tailandel momxmarebels ukve nanaxi hqonda am kos-

metikis reklama honkongis televiziis saSualebiT. kompa-

niam Mars Inc aseve gadawyvita esargebla standartizaciis

midgomiT da uari Tqva iseT popularul, magram lokalur

335

brendebze, rogoricaa Marathon-i did britaneTSi da

Raider kontinentur evropaSi SedarebiT cnobili Snickers-

sa da Twix-is gamo. zogjer sakanonmdeblo da kulturuli

faqtorebi aiZulebs firmas Secvalos savaWro niSani,

romlis qveS saqonels da momsaxurebas yidian. magaliTad,

espaneTSi Grupo Modelo SA Tavisi ludis Corona-as reali-

zebas axorcielebda savaWro niSniT Coronita. vinaidan sa-

vaWro niSani Corona ukve iyo daregistrirebuli erT-erTi

adgilobrivi mewarmis mier. CrdiloeT amerikaSi wonis

dagdebis mizniT Coca-Cola Tavis dabalkaloriul kolas

uwodebs Diet Coke, xolo sxva bazrebze _ Coca-Cola Light.

11.4. faswarmoqmnis politika saerTaSoriso

biznesSi

saerTaSoriso marketinguli kompleqsis meore P -

aris faswarmoqmna (pricing). efeqtiani safaso politikis

formireba aris nebismieri firmis warmatebis kritikuli

faqtori. safaso politika pirdapir gavlenas axdens

firmis mier miRebuli mogebis moculobaze. is aris

mZlavri strategiuli iaraRi, romelic firmis konku-

rentuli garemos formirebas axdens. magaliTad, kompa-

nia Toys ,,R~ Us-ma warmatebas miaRwia germaniaSi, iaponiaSi,

aSS-sa da sxva qveynebSi araZviradRirebuli saTamaSoebis

gayidviT ekonomiuri maRaziebis saSualebiT, romelic

sawyobebs mogagonebs. dabali fasebiT is aiZulebs konku-

rentebs Seamciron xarjebi, daxvewon ganawilebis siste-

ma, Seamciron mogebis norma. faqtobriv agresiuli safa-

so politikis wyalobiT konkurentebi iZulebulni arian

ibrZolon aziuri, evropuli da CrdiloeT amerikuli

momxmareblebisaTvis mis mier nakarnaxevi pirobebiT.

safaso politikis SemuSaveba uwevT, rogorc Siga

aseve saerTaSoriso firmebs, Tumca ukanasknelTaTvis es

336

amocana rTulia. daviwyoT iqidan, rom xarjebi erTi da

igive saqmianobis ganxorcielebisaTvis Zlier gansxvav-

deba qveynebis mixedviT. satransporto momsaxurebis da

tarifebSi gansxvavebebis gamo qveyanaSi saqonlis fasi

miwodebis momentSi gansxvavebulia. saboloo fasze, ro-

melsac ixdis myidveli, gavlenas, aseve, axdens gansxvave-

buli ganawilebis meTodebi. magaliTad, aSS-Si distribu-

torebs Soris intensiuri konkurenciis gamo sabiTumo

da sacalo fass Soris didi gansxvaveba ar arsebobs. iapo-

niaSi piriqiT, araefeqtiani mravaldoniani gamanawilebe-

li sistema iwvevs saqonelze fasebis zrdas.

damatebiT safaso problemas SeiZleba warmoadgen-

des savaluto kursebis ryeva. rodesac eqsportioris

erovnuli valuta Zvirdeba, firmas uwevs arCevanis gake-

Teba Tavis produqtze erovnul valutaSi (rac xdis mis

saqonels ZviradRierebuls sazRvargareT) fasebis Se-

narCunebasa da mimRebi qveynis valutaSi fasebis SenarCu-

nebas Soris (rac amcirebs momgebianobis moculobas), vi-

naidan TiToeul gayidul saqonelze eqsportiori iRebs

nakleb fuls sakuTar valutaSi.

saerTaSoriso firmebma yvela es faqtori unda ga-

iTvaliswinon safaso politikis SemuSavebisas, TiToeu-

li qveynis bazrisaTvis. gadasawyvetia erTnairi fasi un-

da SesTavazon yvela bazars, Tu moaxdinon fasebis adap-

tireba calkeuli maTganis moTxovnilebebTan. fasebis

Sesaxeb gadawyvetilebis miRebisas, firmebs unda axsov-

deT, rom konkurenciis done, ganawilebis arxebi, Semo-

savlis done, samarTlebrivi regulireba da valutis

stabiluroba SeiZleba Seicvalos qveynebis mixedviT.

safaso politika

saerTaSoriso firmebi Cveulebriv samidan erT sa-

faso politikas mimarTaven:

1. standartuli fasebis politika;

2. ordoniani safaso politika;

3. sabazro faswarmoqmna.

337

saerTaSoriso firma, romelic misdevs geocentris-

tul midgomas saerTaSoriso marketingSi, standartuli

fasebis politikas atarebs, rodesac saqonelsa da momsa-

xurebaze adgens erTi da igive fass, imis miuxedavad Tu

sad iyideba igi. aseT midgomas xSirad irCeven firmebi,

romlebic vaWroben advilad transportirebadi saqon-

liT. magaliTad, Tu firma, roemelic uSvebs DRAM-is

tipis mikrosqemebs, sxvadasxva myidvelisTvis daawesebs

Zalze gansxvavebul fasebs, maSin zogierTi misi damkveTi,

romelic imyofeba xelsayrel mdgomareobaSi, mihyidis

maT, vinc naklebad xelsayrel mdgomareobaSia, imis gaT-

valiswinebiT, rom mikrosqemis mcire zoma da maRali Ri-

rebuleba did siZneles ar warmoadgens. am safaso poli-

tikas xSirad misdeven firmebi, omlebic nedleulis rea-

lizebas axorcieleben konkretul bazarze. nedli nav-

Tobis iseTi mwarmoebeli, rogoricaa Kuwait Oil da Pemex, yvela myidvels sTavazobs produqts im fasad, romelic

ganisazRvreba am nedleulis msoflio bazarze moTxovna-

miwodebiT. sxva nedleuli, warmoebuli da realizebuli

msoflio masStabiT, rogoricaa qvanaxSiri da sasoflo-

sameurneo produqti, aseve iyideba konkurentuli fase-

biT xarisxisa da satransporto xarjebis gaTvaliswine-

biT, Tumca, praqtikulad, qveyana myidvelis moTxovnile-

bis ignonirebiT.

saerTaSoriso firma, romelic misdevs eTnocen-

tristul midgomas iyenebs ordonian safaso politikas

_ Siga bazarze awesebs erT fass, xolo saerTaSoriso ba-

zarze _ sxvas. am SemTxvevaSi Sida bazarze realizacii-

dan miRebul amonagebs miekuTvneba iseTi danaxarji, ro-

goricaa kvlevasa da ganviTarebaze gaweuli danaxarjebi,

administraciuli zednadebi danaxarjebi, kapitalis

amortizacia da a.S. Semdeg, am danaxarjebis Tavidan aci-

lebis mizniT, firma adgens erTian fass sazRvargareTu-

li bazrebisaTvis. faqtobrivad, erTaderTi danaxarji,

romelic unda iyos dafaruli sazRvargareTuli gayid-

338

vebis saSualebiT, damatebiTi danaxarjebia, romelic da-

kavSirebulia sazRvargareT saqonlis realizaciasTan,

kerZod, danaxarjebi gaweuli erTeuli produqtis war-

moebaze, satransporto danaxarjebi, tarifebi da saz-

RvargareTis qveynebSi distribuciasTan dakavSirebiT

xarjebi.

ordonian faswarmoqmnas xSirad mimarTaven firme-

bi internacionalizaciis sawyis etapze. moklevadian pe-

riodSi ucxoeli myidvelisaTvis iseTi fasis daweseba,

romelic dafaravs zRvrul danaxarjebs, SeiZleba iyos

am firmebisaTvis Sesaferis midgoma. Tumca, ordoniani

safaso politikiT gamoxatuli eTnocentrizmi gviCve-

nebs, rom grZelvadian periodSi es ver iqneba Sesaferisi

safaso strategia. firma, romelic sazRvargareTel mom-

xmarebels ganixilvas, rogorc zRvrul damatebiT na-

wils da ara Tavisi biznesis ganuyofel nawils, saeWvoa,

gamoimuSavos Cvevebi, gamocdileba da Sexeduleba, rome-

lic aucilebelia msoflio bazrebze warmatebuli kon-

kurenciisaTvis.

firma, romelic mimarTavs ordonian safaso poli-

tikas, aseve, riskavs daadanaSaulon dempingSi. msoflio

vaWrobaSi monawile mraval qveyanaSi moqmedebs sakanon-

mdeblo SezRudvebi, romelic icavs adgilobriv firmebs

ucxoeli konkurentebis mxridan dempigisgan.

sabazro faswarmoqmna

saerTaSoriso firma, romelic mihyveba policen-

tristul midgomas, xelmZRvanelobs sabazro safaso po-

litikiT. sabazro faswarmoqmna yvelaze rTulia samive

safaso politikas Soris, magram amave dros yvelaze gav-

rcelebulia. firmam, romelmac airCia sabazro safaso

politika, fasebis diferencirebas axdens calkeuli kon-

kretuli bazrisaTvis, calkeul bazarze mogebis maqsimi-

zaciis mizniT.

339

naxazi 1

maqsimaluri mogebis uzrunvelmyofi

fasis gansazRvra

gavixsenoT mikroekonomikis kursidan, rom warmoe-

buli produqtis mogebis maqsimizirebadi moculoba (sa-

qonlis raodenoba, romelic firmam unda gamouSvas, raTa

miiRos maqsimaluri mogeba) ganisazRvreba zRvruli Se-

mosavlebisa da zRvruli danaxarjebis gadakveTis wer-

tiliT. fasi, romelic uzrunvelyofs mogebis maqsimiza-

cias, ganisazRvreba moTxovnis mrudze im wertiliT, ro-

melic Seesabameba mogebis maqsimizirebad gamoSvebuli

produqtis moculobas. nax.-ze 1 zRvruli Semosavlebi

da zRvruli danaxarjebi kveTen erTamaneTs Q wertilSi

_ swored es aris gamoSvebis saZebni moculoba. Tu am ra-

odenobidan gavatarebT xazs moTxovnis mrudze (D), xo-

lo Semdgom Y RerZze, vipoviT Sesabamis mniSvnelobas,

Cven miviRebT fass, romelsac SeuZlia uzrunvelyos mo-

gebis maqsimizacia. swored aseT fass iTvaliswinebs da

adgens firma mis mier arCeul calkeul bazarze sabazro

safaso politikis SemuSavebisas. 16.3 (b) suraTze mocemu-

lia situacia, rodesac firmas aqvs orive bazarze erTna-

iri moTxovnis mrudi (D) da zRvruli Semosavlebi (MR),

340

magram sxvadasxva zRvruli danaxarji (MC1 da MC2). A qveyanaSi zRvruli danaxarjebi (MC1) ufro maRalia, vid-

re B qveyanaSi (MC2). Sesabamisad, A qveyanaSi mogebis maq-

simizirebadi fasi P1 maRalia vidre B qveyanaSi P2. sabazro faswarmoqmnis gamoyenebisas gaTvaliswine-

buli unda iyos ori piroba:

1. qveynaSi, sadac firma axdens Tavisi produqtis

relizebas, unda gansxvavdebodes moTxovnis pi-

robebi an danaxarjebis done. es piroba rogorc

wesi sruldeba, vinaidan sxvadasxva qveyana er-

TmaneTisagan gansxvavdeba gadasaxadebiT, tari-

febiT, cxovrebis doniT, konkurenciis doniT,

infrastruqturis ganviTarebiTa da sxva mrava-

li faqtoriT;

2. firmas unda hqondes SesaZlebloba, winaaRmde-

goba gauwios arbitraJs. sabazro safaso poli-

tikas aranairi Sedegi ar mohyveba, Tu myidvele-

bi SeiZenen firmis saqonels erT qveyanaSi iafad

da gayidian im qveyanaSi, sadac maRalia fasebi da

miiReben aqedan mogebas. Tu qveynebs Soris fase-

bis ryeva didi ar aris, importuli tarifebi,

satransporto danaxarjebi da sxva saoperacio

danaxarjebi arbitraJs aramomgebians xdian. Tu

fasebi mniSvnelovnad gansxvavdeba, arbitraJi

SeiZleba gaxdes sabazro faswarmoqmnis serio-

zuli dabrkoleba.

ori zemoT dasaxelebuli pirobis gaTvaliswinebiT

policentruli midgomis upiratesoba aSkaraa. firmas Se-

uZlia daawesos maRali fasi iq, sadac itans amas bazari an

Seamciros fasi konkurentunarinobis SesanarCuneblad.

aseTi midgoma saSualebas iZleva calkeul sazRvargare-

Tul bazarze adgilobrivi danaxarjebi Seuxamos adgi-

lobriv Semosavals da ubiZgos korporaciul strate-

gebs da specialistebs dagegmon firmis resursebis efeq-

tiani ganawileba bazrebs Soris. aseTi moqnili politi-

341

kis ganxorcieleba arc ise iolia. imisaTvis, raTa mivi-

RoT mogeba sabazro faswarmoqmnidan, lokalurma mene-

jerebma yuradRebiT unda adevnon Tvalyuri TavianT

bazrebze gayidvebis moculobasa da konkurentul situ-

acias, raTa SesaZlebeli iyos Sesabamisi da drouli ko-

reqtivebis Setana. garda amisa, organizaciis saTavo ofi-

si mzad unda iyos, lokaluri menejerebis uflebamosi-

lebis delegireba moaxdinos, rom hqondeT fasebis ko-

reqtirebis SesaZlebloba TavianT bazrebze.

11.5. stimulireba

stimulireba (promotion) saerTaSoriso marketingis

kompleqsis mesame elementia. stimulireba warmoadgens

ramdenime meTodis erTobliobas, rac gulisxmobs kompa-

niis mier stimulirebis elementebis guldasmiT koordi-

nirebas, romlis saboloo mizania gaavrcelos gasagebi,

Tanmimdevruli da gamorCeuli Setyobineba organizacia-

sa da mis produqtze.

stimulireba xSirad mimarTulia momxmareblebze,

Tumca warmatebuli firmebi acnobiereben, rom momxma-

reblebTan xelsayreli urTierTobis uzrunvelsayofad

komunikacia aseve unda ganxorcieldes distributoreb-

Tan da farTo sazogadoebasTan. vinaidan stimulireba

warmoadgens komunikacias mimRebi qveynis auditorias-

Tan, marketinguli kompleqsis es elementi aris metad

uzrunvelyofili kulturuli faqtorebiT. firmam gan-

sakuTrebuli yuradReba unda miaqcios imas, rom Setyo-

bineba romelsac iRebs auditoria mimReb qveyanaSi, sinam-

dvileSi aRmoCndes iseTi Setyobineba, romlis gadacema

ganizraxa. amasTan kavSirSi saerTaSoriso marketingis

menejerma aucileblad efeqtianad unda Seuxamos da moq-

medebaSi moiyvanos stimulirebis kompleqsis yvela _ 4

elementi: reklama, personaluri gayidvebi, gasaRebis

342

stimulireba da sazogadoebasTan urTierToba. am oTxi

elementis daxmarebiT momxmarebels uRviZeben motivaci-

as SeiZinos firmis produqti.

reklama

mravali saerTaSoriso firmisTvis, gansakuTrebiT

samomxmareblo daniSnulebis saqonliTa da momsaxure-

biT movaWre firmebisTvis, reklama aris win wawevisa da

stimulirebis yvelaze mniSvnelovani elementi. sarekla-

mo strategiis SemuSavebisas firmam unda gaiTvaliswinos

sami faqtori:

1. Setyobineba, romlis dayvana mas surs momxmareb-

lamde;

2. informaciis saSualeba, romlis daxmarebiT Se-

saZlebelia Setyobinebis miwodeba momxmarebli-

saTvis;

3. sareklamo Zalisxmevis globalizaciis sasurve-

li xarisxi.

amave dros, firmam aseve unda gaiTvaliswinos Sesa-

bamisi kulturuli, lingvisturi da sakanonmdeblo Sez-

Rudvebi, romlebic arsebobs sxvadasxva qveynis bazrebze.

Setyobineba _ sareklamo idea _ es aris faqtebi an

STabeWdilebebi, romlis miwodeba surT potenciur mom-

xmareblamde reklamis Semqmnelebs. avtomwarmoeblebs

SeuZliaT momxmarebels miawodon informacia faseulo-

bis (dabali fasebi), saimedoobis (xarisxi) da stilis (imi-

ji da prestiJi) Sesaxeb. Setyobinebis arCeva mniSvnelo-

van wilad asaxavs imas, Tu rogor xedavs firma Tavis sa-

qonelsa da momsaxurebas da rogor surs mas, rom daina-

xos momxmarebelma. Coca-Cola Tvlis, rom misi produqti

exmareba momxmareblebs ,,datkbnen cxovrebiT“ ris Sesa-

xeb ityobineba misi sareklamo rgolebi mTels msoflio-

Si. saqoneli, romelic gamoiyeneba sxvadasxva sferoSi

sxvadasxva miznebisaTvis, unda moxdes misi sxvadasxva

gziT stimulireba. magaliTad, aSS-Si motocikli ganixi-

leba rogorc dasvenebis saSualeba, maSin, rodesac mra-

343

val qveyanaSi is aris pirvel rigSi gadaadgilebis saSu-

leba. amasTan kavSirSi amerikul reklamebSi Honda da

Kavasaki yuradRebas amaxvilebs ,,mogzaurobisagan sia-

movnebis miRebaze“, xolo naklebad ganviTarebad qveyneb-

Si motociklis saimedoobasa da funqcionirebaze, ro-

gorc iafi satrnsporto saSualeba.

informaciis saSualeba _ es aris komunikaciuri

arxi, gamoyenebuli reklamis Semqmnelebis mier Setyobi-

nebis gadacemisaTvis. calkeuli konkretuli bazrisaT-

vis saerTaSoriso marketingis menejerebi irCeven am sa-

Sualebebs iseTi faqtorebis gaTvaliswinebiT, rogori-

caa: xelmisawvdomoba, samarTlebrivi SezRudvebi, cxov-

rebis done, ganaTlebis done, kulturuli msgavseba da

sxva faqtorebi. orenovan da mravalenovan qveynebSi, ro-

goricaa belgia da Sveicaria saerTaSoriso menejerebi

irCeven informaciis saSualebebs ise, rom moicvan qveya-

naSi arsebuli calkeuli kulturuli jgufi. Sveicaria-

Si kompania nestle frangulenovan auditorias informa-

cias gadascems sagazeTo reklamis saSualebiT romelic

gamoicema frangul enaze, xolo germanulenovan audi-

torias _ germanul enaze.

firmis mier gamoyenebuli informaciis saSualebeb-

ze gavlenas axdens qveynis ekonomikuri ganviTareba. mra-

val ganviTarebul qveyanaSi televizori mosaxleobis

udides nawils ar aqvs, xolo ganaTlebis done ar aris ma-

Rali. es amcirebs televiziis, gazeTis da Jurnalebis,

rogorc sareklamo saSualebebis sargeblianobas, Tumca

zrdis radios mniSvnelobas. zogierTma firmam potenci-

ur momxmareblebTan komunikaciis TvalsazrisiT moZebna

inovaciuri gadawyvetileba. magaliTad, Colgate-Palmolive-

ma miznad daisaxa gazardos gayidvebis moculoba indoe-

Tis soflebSi. samwuxarod idoeTSi soflad televizori

aqvs mxolod yovel mesame ojaxs da soflis mosaxleobis

naxevarze meti gaunaTlebelia. raTa moicvas es momxma-

reblebi, kompaniis marketologebma gamoigones ,,video

344

veni“ _ satvirTo avtomobili, romelic mogzaurobda

qveynis qalaqgareT raionebSi. savaWro warmomadgenlebi

Tavdapirvelad uCvenebdnen adgilobriv macxovreblebs

naxevarsaaTian videorgolebs_telemaRaziebs, romel-

Sic xotbas asxamdnen kompaniis produqts, Semdeg ki ari-

gebdnen ufasod Colgate-is kbilis pastebsa da jagrisebs.

gamoyenebuli meTodi aRmoCnda imdenad efeqtiani, rom

ukanaskneli 10 wlis ganmavlobaSi indoeTis soflebSi

kbilis pastis moxmareba gaizarda orjer.

samarTlebrivi SezRudvebi firmas iZulebuls xdis

gamoiyenos gansazRvruli informaciis saSualebebi. mra-

val qveyanaSi arsebobs SezRudvebi satelevizio arxebis

raodenobaze, aseve saeTero drois moculobaze, rome-

lic iyideba reklamis Semqmnelebis mier. xSirad akrZal-

vas eqvemdebareba saqonlis reklamireba, romelic po-

tenciur safrTxes uqmnis sazogadoebas.

globaluri da lokaluri reklama. firmam unda

miiRos gadawyvetileba erTi da igive reklamis gamoyene-

bis an calkeuli konkretuli bazrisaTvis misi adaptaci-

is Sesaxeb. zogierTi saqoneli, rogoricaa Coca-Cola-as

gamagrilebeli sasmelebi, Bic - kalmebi, Levi’s-is jinsebi

da McDonald’s-is hamburgrebi, aqvT praqtikulad univer-

saluri mimzidveloba. maTi mwarmoeblebi xSirad Tavian-

Ti kompaniebs reklamas uweven globaluri masStabiT da

axorcieleben erTida igive sareklamo kampanias yvela ba-

zarze. magaliTad, 1990 wels Coca-Cola-am sareklamo rgo-

lebis seria sloganiT ,,mudam Coca-Cola~ aCvenes mTels

msoflioSi. zogjer saerTaSoriso kompaniebs SeqvT mciredi

cvlilebebi, romelic pasuxobs adgilobrivi bazrebis

moTxovnilebebs. korporacia Unilever-ma gamoiyena es mid-

goma saponis _ Dove-is reklamirebisas. es satelevizio

rgolebi identuri iyo yvela bazarze, Tumca msaxiobebi

gansxvavebuli iyo. erTi da igive dekoraciebSi Tanmim-

devrulad gadaiRes amerikeli, italieli, germaneli,

345

frangi da avstralieli modelebi da TiToeuli maTgani

sakuTar mSobliur enaze ambobda: Dove-is meoTxedi Sei-

cavs damarbilebel krems. Nestle Tavisi Sokoladis Kit Kat stimulirebas evropaSi axorcielebda erTi da igive

sloganiT ,,SeisveneT da miirTviT Kit Kat~. magram foni

romelSic iRebdnen reklamas, iyo gansxvavebuli, imisaT-

vis raTa Setyobinebas didi raodenobiT momxmarebeli

moezida sxvadasxva qveynidan.

sxva firmebi irCeven regionalizaciis strategias.

IBM-ma daiwyo personaluri kompiuterebis reklamireba

evropaSi saerToevropuli sareklamo kompaniis SeqmniT.

imis magivrad, rom TiToeuli qveynisaTvis Seeqmna calke-

uli sareklamo Setyobineba, IBM-ma gamoiyena satelevi-

zio da beWdur reklamaSi erTi da igive teqsti da gamosa-

xuleba, cvlida mxolod enas. firmam gamoTvala, rom ase-

Ti midgoma saSualebas aZlevda mas kreatiuli da sawar-

moo xarjebis 22 mln-dan 30 mln-mde ekonomia gaewia;

(mTliani sareklamo biujeti Seadgenda 150 mln. dolars),

Tumca IBM-saTvis mniSvnelovani iyo ara ekonomia, ara-

med saerTo imijis Seqmna. kompniam miznad daisaxa miita-

nos yvela evropel klientamde, romel qveyanaSic ar un-

da imyofebodnen isini, saqonlis Sesaxeb erTi da igive

Setyobineba.

standartizirebuli an specializebuli sareklamo

kompaniis arCeva damokidebulia Setyobinebaze, romlis

gadacema surs firmas. standartizirebuli reklama Cve-

ulebriv Seicavs SedarebiT nakleb konkretul informa-

cias, vidre specializebuli. iseTi saqonlis reklama,

rogoricaa tkbileuloba da gamagrilebeli sasmelebi

uSvebs standartizacias im mizeziT, rom masSi keTdeba

aqcenti misi moxmarebis Tbil, emociur aspeqtebze, maSin

roca sakredito baraTebis, avtomobilebis da aviakompa-

niebis da a.S. reklama Cveulebriv adaptirebulia adgi-

lobrivi momxmareblebis moTxovnilebebTan.

346

personaluri gayidvebi

stimulirebis meore elementi _ personaluri ga-

yidvebi an saqonlis da momsaxurebis realizacia perso-

naluri kontaqtebis safuZvelze. personaluri gayidve-

bis SedarebiT gavrcelebuli midgomaa savaWro warmo-

madgenlebis gamoyeneba, romlebic potenciur myidvel-

Tan amyareben kavSirsa da cdiloben gayidon firmis pro-

duqti da momsaxureba. gamyidvelsa da potenciur myid-

vels Soris mWidro kontaqtebis mizniT firmebi xSirad

iwveven warmomadgenlebis saxiT adgilobriv macxovreb-

lebs. saerTaSoriso komerciuli saqmianobis sawyis etap-

ze, firma Cveulebriv personaluri gayidvebis sistemis

formirebas sTavazobs adgilobriv gasaRebis organiza-

ciebs, romlebic dakavebulni arian sxvadasxva firmebis

saqonlis realizaciiT. axal bazarze firmis zrdisa da

msyidvelobiTi auditoriis gafarToebasTan erTad, mas

SeuZlia Semnas savaWro personalis sakuTari kadri. maga-

liTad, Colgate-Palmolive-ma didi warmatebiT gamoiyena

personaluri gayidvebis meTodi, rodesac daipyro baz-

ris wili centralur evropaSi. rkinis fardis dacemis

Semdeg firmam gaxsna Tavisi ofisi varSavaSi, sadac gada-

amzada profesiuli kadrebi. am adamianebis wyalobiT Colgate-Palmolive-i gaxda samomxmareblo saqonlis polo-

neTis bazris lideri.

samrewevelo da samomxmareblo saqonlisaTvis per-

sonaluri gayidvebis, rogorc stimulirebis kompleqsis

mniSvneloba gansxvavebulia. sawarmoo daniSnulebis sa-

qonlis myidvelebs (rTuli manqanebi, eleqtro mowyobi-

loba da specialuri programuli uzrunvelyofa) xSirad

moeTxovebaT teqnikuri informacia misi maxasiaTeblebis,

eqspluataciis wesebis, teqnikuri momsaxurebis da ga-

yidvebis Semdgomi mxardaWeris Sesaxeb. kargad gadamza-

debul savaWro warmomadgenlebs SedarebiT ukeTesad Se-

uZliaT miawodon informacia myidvelebs, vidre beWdur

an media saSualebebs. samomxmareblo daniSnulebis sa-

347

qonlisaTvis personaluri gayidvebi Cveulebriv sabiTu-

mo da sacalo movaWreebze produqtis realizaciiT Se-

moifargleba. samomxmareblo saqonlis reklamirebas

beWdur mediaSi, televiziasa da radioSi miiCneven Seda-

rebiT efeqtur komunikaciur saSualebad, vidre perso-

nalur gayidvebs. garda amisa, es meTodi mainc gamoiyene-

ba zogierTi saqonlis win wawevisaTvis. kompaniebma Avon-ma da Amway-im warmatebiT gamoiyenes aziur da evropul

bazrebze personaluri gayidvebis sakuTari modelebi,

SemuSavebuli aSS-Si. American Inetrnational Group - ma 4

wlis ganmavlobaSi TandaTanobiT Tavi mouyara 5000 ada-

mianisagan Semdgar kadrs da dRes sicocxlis dazRvevis

bazris 90%-s ikavebs am qalaqSi.

personaluri gayidvebi saerTaSoriso firmas ramo-

denime upiratesobas aniWebs:

adgilobrivi savaWro warmomadgenlebis daqira-

vebiT firmebi SeiZleba sruliad iyvnen darwmu-

nebulni imaSi, rom es adamianebi erkvevian qvey-

nis kulturaSi, normebsa da adaT-wesebSi. maga-

liTad mkvidri indoelebi, romlebic gamodian

am qveyanaSi savaWro agentis saxiT, kargad arian

gaTvicnobierebulni adgilobriv pirobebSi,

vidre, vTqvaT, espaneTidan gamogzavnili savaW-

ro agenti;

personaluri gayidva ganapirobebs mWidro, per-

sonalur kavSirs myidvelTan;

personaluri gayidva firmas umartivebs mniS-

vnelovani sabazro informaciis Segrovebas.

kargad gacnobierebuli adgilobrivi savaWro

warmomadgeneli informaciis saukeTeso wyaroa,

romlis daxmarebiT SesaZlebelia SevimuSavoT

adgilobrivi bazrisTvis axali saqoneli an

srulvyoT arsebuli.

348

gayidvebis stimulireba

reklama da personaluri gayidva, xSirad, mWidrod

TanamSromlobs stimulirebis sxva saSualebasTan, ker-

Zod, gayidvebis stimulirebasTan. gayidvis stimulireba

moicavs moklevadian wamaxalisebel RonisZiebebs, raTa

gvibiZgos produqtisa Tu momsaxurebis yidvisken. maSin,

rodesac reklama da personaluri gayidvebi gvTavazobs

mizezs produqtisa Tu momsaxurebis yidvisaTvis, gayid-

vis stimulireba gvTavazobs mizezs, raTa viyidoT pir-

dapir axla.

gayidvis stimulirebis saSualebebs, organizaciaTa

umravlesoba mimarTavs, romelTa Soris arian mwarmoeb-

lebi, distributorebi, sacalo movaWreebi, savaWro aso-

ciaciebi da arakomerciuli organizaciebi. gayidvis sti-

mulireba SeiZleba mimarTuli iyos saboloo myidvelebi-

sadmi (momxmarebelTa stimulireba), sacalo da biTumad

movaWreebisadmi (vaWrobis stimulireba), biznesmyidve-

lebisadmi (biznesis stimulireba) da gayidvebis persona-

lisadmi (gayidvebis personalis stimulireba). dRes, Se-

fuTuli samomxmareblo saqonlis mwarmoel kompaniebSi,

gayidvis stimulireba, saSualod, mTeli marketinguli

danaxarjebis 76%-s moicavs. gayidvis stimulirebis Ro-

nisZiebebis swraf zrdas, gansakuTrebiT samomxmareblo

bazarze, ramdenime faqtorma Seuwyo xeli. pirveli — kom-

paniis SigniT produqtis menejerebi ganicdian did zewo-

las, raTa gazardon mimdinare gayidvebis maCveneblebi.

menejerebi ki stimulirebas ganixilaven, rogorc gayid-

vebis efeqtian iaraRs. meore — kompaniebi sul ufro di-

di konkurenciis winaSe dgebian. amas Tan erTvis is faqti,

rom konkurenti brendebi naklebad gansxvavdebian er-

TmaneTisagan. amdenad, kompaniebi iyeneben gayidvis sti-

mulirebas, raTa moaxdinon TavianTi SeTavazebebis dife-

rencireba. mesame — reklamis efeqturoba Semcirda mzar-

di xarjebis, mediaqaosisa da sakanonmdeblo SezRudvebis

gamo. dabolos, momxmareblebi sul ufro metad gaxdnen

349

savaWro garigebebze orientirebulni da sacalo movaW-

renic sul ufro xSirad iTxoven savaWro garigebebs me-

warmeebisagan.

sazogadoebrivi urTierTobebis roli da zegav-

lena

sazogadoebriv urTierTobebs sazogadoebis cnobi-

erebaze sakmaod didi zegavlenis moxdena SeuZlia. da es

reklamaze gacilebiT dabali xarjiT aris SesaZlebeli.

kompania ar ixdis fuls media sivrcesa da droSi; sanac-

vlod, igi fuls uxdis momsaxure personals, informaci-

is Seqmnasa da gavrcelebaSi da sxvadasxva RonisZiebaTa

marTvaSi. Tu kompania raime saintereso movlenas gegmavs,

igi SeiZleba gaSuqdes sxvadasxva mediis saSualebiT, ra-

sac zustad igive efeqti eqneba, rac reklamas, romelic,

Tavis mxriv, milionobiT dolari Rirs. amavdroulad,

aseTi midgoma reklamaze metad damajerebelia.

ganawileba

saerTaSoris marketingis meoTxe P aris adgili

(Place), romelsac xSirad uwodeben ganawilebasa an dis-

tribucias. distribucia saqonlisa da momsaxurebis ga-

daadgilebaa firmidan momxmareblis xelSi. amasTan kav-

SirSi firmis winaSe dgas sakiTxTa ori jgufi:

1. saqonlisa da momsaxurebis fizikuri transpor-

tireba misi warmoebis adgilidan sxvadasxva baz-

rebamde, sadac SeiZleba maTi gayidva;

2. bazrebze saqonlis ganawilebis arxebis SerCeva.

11.6. saerTaSoriso distribucia

saerTaSoriso distribuciis SemTxvevaSi erT-er-

Ti mniSvnelovani sakiTxia transportirebis meTodebis

arCeva _ saqonlis mitana warmoebis adgilidan daniSnu-

lebis adgilamde. mocemuli arCevani gulisxmobs kom-

promiss drosa da danaxarjebs Soris(ix cxrili 2). tran-

350

sportirebis swrafi meTodebi, rogoricaa sahaero tran-

sporti, saavtomobilo gadazidvebi, sazRvao gadazidve-

bi, sarkinigzo transporti, milsadenebsa da bornebTan

SedarebiT Zviri jdeba. Tumca, transportirebis saSua-

lebebis arCeva gavlenas axdens firmis sasaqonlo mate-

rialur maragebis Rirebulebaze, momsaxurebis doneze,

saqonlis Senaxvis efeqtian vadasa da tvirTis dazianebis

albaTobaze misi miwodebisas. magaliTad, saerTaSoriso

aviagadazidvebisTvis damaxasiaTebelia maRali Sefaseba

yvela zemoT CamoTvlili maCveneblebis mixedviT, xolo

sazRvao gadazidvebisTvis piriqiT, Zalzed dabali.

ganvixiloT transportirebis meTodis gavlena

firmis sasaqonlo-materialur maragebsa da momsaxure-

bis doneze. Tu firma varaudobs neli transportirebis

saSualebebs, maSin gayidvebis donis SenarCuneba gayidve-

bis adgilas SeuZlia mxolod didi moculobis maragebis

transportirebis xarjze. Tu firma irCevs transporti-

rebis arasaimedo saSualebebs, romlis dros rTulia

prognozireba, konkretulad rodis miitanen saqonlis

partias, mas uwevs gazardos produqtis sarezervo mara-

gi, imisaTvis, raTa Tavi aaridos deficits, rac iwvevs

myidvelebis ukmayofilebas. transportirebis neli sa-

Sualebebi aseve zrdian saerTaSoriso SekveTebis drois

cikls (dro, SekveTis momentidan myidvelis mier saqon-

lis miRebamde) maragebis nebismieri mocemuli donisas.

xangrZlivi cikli amcirebs momsaxurebis dones da SeuZ-

lia ubiZgos SemkveTebs monaxon miwodebis alternatiu-

li wyaroebi.

transportirebis saSualebebis arCeva damokide-

bulia saqonlis Senaxvis periodze. malfuWebadi saqon-

lis gadatana fizikuri an kulturuli mizezebis gamo,

iseTi, rogoricaa yvavilebi da moduri kabebi, Cveuleb-

riv sahaero transportiT xdeba. winaaRmdeg SemTxvevaSi

SesaZlebelia dagviandes. SedarebiT xangZlivi Senaxvis

saqonelis, rogoricaa qvanaxSiri, nedli navTobi, da a.S.

351

miwodeba xdeba SedarebiT naklebad ZviradRirebuli

satransporto saSualebebis gamoyenebiT.

cxrili 2

transportirebis sxvadsxva saSualebebis

upiratesoba da naklovaneba eqsportis

TvalTaxedvidan gamomdinare

transporti-

rebis saSua-

leba

upiratesoba naklovaneba produqtebis

magaliTebi

sarkinigzo

transporti

usafrTxoeba

saimedooba

siafe

xangrZlivoba avtomobilebi,

xorbali

sahaero tran-

sporti

usafrTxoeba

sandooba

siZvire

xelmisawvdo-

moba SezRudu-

lia

saiuveliro

nawarmi

wamlebi

saavvtomobilo

gadazidvebi

universaluri

siafe

tvirTebis mci-

re gadazidvebi

samomxmareb-

lo saqoneli

wylis tran-

sporti

siafe

Sesaferisia

msxvilgabari-

tiani tvirTebi-

saTis

xangrZlivova

miwodebis ara-

pirdapiri maxa-

siaTebeli

avtomobili

aveji

eleqtronuli

saSualebebi

siswrafe ar gamoiyeneba

mravali pro-

duqtisaTvis

informacia

ganawilebis arxebi

saerTaSoriso firmis marketingis menejerebma unda

gansazRvron, ganawilebis ra arxebi unda gamoiyenon Ta-

vianTi saqonlis realizaciisaTvis calkeul qveyanaSi.

ZiriTadi arxebi, romelic gamoiyeneba saerTaSoriso

firmebis mier, naCvenebia suraTze. unda avRniSnoT, rom

ganawilebis arxebi SeiZleba Seicades oTx ZiriTad mona-

wiles:

352

1. mwarmoebeli, romelic awarmoebs saqonels an sTa-

vazobs momsaxurebas;

2. biTumad movaWre, romelic yidulobs saqonelsa da

momsaxurebas mwarmoeblisagan yidis sacalo mo-

vaWreebze;

3. sacalod movaWre, romelic yidulbs saqonelsa da

momsaxurebas biTumad movaWrisagan da yidis maT

saboloo myidvlebze;

4. Tavad myidveli, romelic iZens saqonelsa da mom-

saxurebas saboloo moxmarebisTvis.

suraTze naCvenebia, iseTi mniSvnelovani faqtori,

rogoricaa ganawilebis arxis sigrZe da done. rodesac

firma saqonels sTavzobs momxmarebels pirdapir da pir-

dapir xdeba Tanxis gadaxda, is gverds uvlis biTumad da

sacalo movaWreebs da amiT iyenebs ganawilebis Zalze

mokle arxs. aseT midgomas ewodeba pirdapiri marketingi,

vinaidan firma muSaobs uSualod saboloo momxmarebel-

Tan. aseTi midgomiT daiwyo Dell-ma Tavisi saqmianoba.

dRe-Ramis ganmavlobaSi iRebda SekveTebs ufaso satele-

fono xaziT. pirdapiri gayidvebis upiratesoba aris is,

rom firma akontrolebs Tavisi produqtis sacalo dis-

tribucias da mTlian mogebas TviTon itovebs. sxva mxriv

firma iRebs Tavis Tavze mTlian xarjsa da risks, rome-

lic dakavSirebulia sacalo vaWrobasTan.

ganawilebis SedarebiT grZeli arxi varaudobs sa-

qonlis realizacias biTumad movaWreebze, romelsac

Semdeg yidian myidvelebze. rodesac bazarze arseboben

msxvili sacalo movaWreebi da maTi raodenoba arc ise

bevria, maSin mwarmoebels uadvildeba muSaoba TiToeul

maTganTan pirdapir. rodesac bazarze mravali wvrili

movaWrea, maTTan muSaoba rTuldeba.

353

ganawilebi arxebis saxeebi

yvelaze grZeli arxi moicavs biTumad movaWreebs.

biTumad movaWre aris damoukidebeli organizacia, rome-

lic iZens saqonels mwarmoeblebisgan, yidis sacalod mo-

vaWreebze (an zogierT SemTxvevaSi sxva biTumad movaWre-

ebze). magaliTad, wvril fermerebs ar SeuZiaT TavianTi

produqtis miwodeba uSualod sasursaTo maRaziebis

msxvil qselebSi imitom, rom maTTvis ar aris momgebiani

didi raodenobiT wvril momwodeblebTan saqmis daWera.

amis nacvlad es fermerebi yidian Tavis produqts biTu-

mad movaWreebze, romlebic, Tavis mxriv, awvdian saca-

lod movaWreebs. biTumad movaWreebi ara mxolod amsu-

buqeben saqonlis win wawevas sacalod movaWreebis daba-

li koncentraciis qveynebSi, aramed firmas saSualebas

aZlevs Semoifarglos mcirericxovani savaWro persona-

liT. sxva mxriv, mogebis sidide am SemTxvevaSi aseve aR-

moCndeba mcire imitom, rom saqmeSi monawileobs bevri

firma da TiToeuli maTgani varaudobs gamomuSavebas.

imis magivrad, rom mTliani mogeba Cven davitovoT, ro-

gorc pirdapiri gayidvebis SemTxvevaSi, firmas uwevs mo-

geba gaiyos sacalod da biTumad movaWreebze.

354

saerTaSoriso marketingis menejerebis amocana

mdgomareobs imaSi, rom monaxon ganawilebis optimaluri

arxi, romlis dros firmis unikaluri konkurentuli

upiratesoba da naklovanebebi daemTxveva TiToeuli baz-

ris moTxovnilebebs, romlis mosamxurebas apirebs firma.

praqtikaSi, iseve rogorc sxva saerTaSoriso marketingis

elementebis SemTxvevaSi, mravali saerTaSoriso firma

iyenebs ganawilebis moqnil strategias: erT bazarze Se-

uZlia gamoiyenos mokle arxebi, xolo sxva bazrebze _

grZeli.

ganawilebis strategia aseve SeiZleba iyos aranak-

leb mniSvnelovani win wawevis strategia. magaliTad SMH axorcielebs ara mxolod Swatch-is saaTebis win wawevas,

aramed SedarebiT ZviradRirebuli brendebisas, rogori-

caa ,,Omega~ da ,,Tissot~-is. ZviradRirebuli saaTebi iyide-

ba eqskluziur saiuveliro maRaziebSi, xolo araZvirad-

Rirebuli Swatch iseTi tipis maRaziebSi, rogoricaa

Macy’s da Dillard’s.

saerTaSoriso distributoris arCevas firmebi

frTxilad unda miudgnen. adgilobrivi myidvelebis

TvalTaxedvidan gamomdinare, distributori aris firma.

ase, rom cud Suamavals SeuZlia firmas miayenos ara mxo-

lod ekonomikuri ziani, aramed uaryofiTad imoqmedos

mis reputaciaze mocemul bazarze. xSir SemTvevaSi es

gavlena didi xnis ganmavlobaSi aisaxeba firmis repuata-

ciaze. garda amisa, adgilobriv kanonmdeblobas SeuZlia

xeli SeuSalos firmisa da distributorebis urTierTo-

bas. magaliTad, saudis arabeTSi ucxouri firmebi valde-

bulni arian SesTavazon TavianTi interesebi adgilobri-

vi agentebis saSualebiT, xolo maT momsaxurebaze uaris

Tqma Tavad maTi SeTanxmebis gareSe praqtikulad SeuZle-

belia.

gansakuTrebul problemas warmoadgens Sesabamisi

Suamavlis moZieba CineTSi, sadac mravali distributori

aris saxelmwifo organizacia da an ician, an ar undaT uc-

355

xouri saqonlis win waweva Sesabamisad. magaliTad, saReWi

rezinis Wrigley’s-is ZiriTad distributorebs akontro-

lebs saxelmwifo savaWro kompania China National Cereal&Oils Import&Export Corporation. misi menejerebi

Tvlian miiCneven, rom wvril biTumad da sacalod movaW-

reebze produqtis miwodeba aris drois xarjva da aseT

myidvelebs sTavazoben Tavad wamoiRon saqoneli sawyo-

bidan. erTi mxriv, aseTi taqtika amcirebs China National-is satransporto xarjebs, meores mxriv, zrdis vaWrebis

xarjebs, rac negatiurad aisaxeba saReWire zinebis ga-

yidvebze.

zogierTi saerTaSoriso firma cdilobs gamoiyenos

ganawilebis sazRvargareTuli sistema, romelic gamoi-

yeneba maT Siga bazarze. magaliTad, McDonald’s-ma aSS-Si

moipova sazogadoebrivi kvebis sawarmos statusi kargad

SerCeuli frenSaizisa da maTTan urTierTmomgebiani Ta-

namSromlobis wyalobiT. aseTive strategia iyo gamoye-

nebuli kompaniis mier swrafi kvebis bazris dapyrobisa-

Tvis evropaSi, aziaSi, avstraliaSi, afrikaSi da samxreT

amerikaSi. analogiurad, kompnia Coca-Cola avrcelebs Ta-

vis produqcias praqtikulad msoflios yvela qveyanaSi,

qmnis qaliSvili kompaniebis qsels. swored ganawilebis

aseTive strategia gamoiyenebakompaniis mier mis mSobli-

ur bazarze, aSS-Si.

ganawilebis strategiaze SeiZleba gavlena moaxdi-

nos adgilobrivma kanonmdeblobam. mravali wlis ganmav-

lobaSi ucxoelebis SesaZleblobebi indoeTSi, meqsikasa

da CineTSi sadistribucio sistemis SeqmnaSi iyo SezRu-

duli. Sedegad, mravalma mravalerovnulma korporaciam

Seqmna am qveynebSi erToblivi sawarmoebi adgilobriv

firmebTan. analogiurad, iaponuri kulturis sirTule-

ebma da ganawilebis CaxlarTulma struqturam am qveyana-

Si aiZula mravali dasavluri firma iaponur bazarze Se-

suloyo adgilobrivi partniorebis moZiebis saSualebiT.

restornebis qselma KFC-ma, magaliTad, ipova aseTi par-

356

tniori Mitsubishi-is saxiT, romelmac am iaponur kompani-

asTan erToblivi sawarmo Seqmna Tavisi produqtis win wa-

wevisaTis.


1. ra ZiriTadi faqtorebi figurirebs standartizacia-

sa da adaptacias Soris arCevanis gakeTebisas?

2. ra gavlenas axdens sasaqonlo politikis SemuSaveba-

ze samarTlebrivi, kulturuli da ekonomikuri faq-

torebi?

3. ratom aris savaWro niSani (brendi) marketingis mniS-

vnelovani instrumenti saerTaSoriso biznesSi?

4. raSi mdgomareobs sami ZiriTadi safaso politika?

5. ra problemebs SeiZleba waawydes firma romelic

axorcielebs sabazro safaso politikas?

6. CamoTvaleT ramdenime fundameturi aspeqti, romlis

gaTaliswineba aucilebelia saerTaSoriso biznesSi?

7. ra aris ganawilebis arxi? ra variantebi aqvs saerTa-

Soriso firmas am arxebis formirebisas?

literatura:

1. gari armstrongi, filip kotleri, marketingis safuZ-

vlebi, me-7 gamocema. avtorizirebuli Targmani in-

glisurenovani gamocemidan. gamomcemloba Pearson Education Inc, 2005.

2. Гриффин Р., Пастей М., Международный бизнес. 4-е изд. / Пер. с англ. под ред. А. Г. Медведева. — СПб.: Питер, 2006. — 1088 с;

3. Мировая экономика и международный бизнес : учебник / кол. авторов; под общ. ред. д-ра экон. наук, проф. В.В.

357

Полякова и д-ра экон. наук, проф. Р.К. Щенина. — 5-е изд., стер. — М. : КНОРУС, 2008. — 688 с;

4. Холленсен С., Глобальный маркетинг., Пер. С англ. - Минск: Новое знание, 2004;

5. Alan M. Rugman, Thomas L. Brewer. The Oxford Handbook of International Business;

6. B. Cullen, K. Praveen, Parboteeah. International business : strategy and the multinational company;

358

Tavi XII

saerTaSoriso operaciaTa

menejmenti


1. saerTaSoriso operaciaTa menejmentis buneba;

2. saerTaSoriso operaciaTa menejmentis strategiuli

aspeqtebi;

3. saerTaSoriso operaciaTa menejmentis sirTuleebi;

4. miwodebis jaWvis marTva da warmoebis vertikaluri

integracia;

5. sawarmoo simZlavrebis ganTavsebis adgili;

6. saerTaSoriso logistika da maragebis marTva;

7. efeqtianobis marTva saerTaSoriso kompaniaSi;

8. xarisxis marTva saerTaSoriso kompaniaSi.

12.1. saerTaSoriso operaciaTa

menejmentis buneba

operaciaTa menejmenti —im RonisZiebebis erTob-

liobaa, romlebsac kompania axorcielebs sawarmoo re-

sursebisagan (Sroma, miwa, kapitali, finansebi da a.S.) mza

saqonlisa da momsaxurebis misaRebad. saerTaSoriso ope-

raciaTa menejmentis qveS igulisxmeba saerTaSoriso kom-

paniis mier msgavsi tipis RonisZiebebis ganxorcieleba.

saerTaSoriso kompaniebi operaciaTa menejmentis

ganxorcielebisas gadasawyveti sakiTxebisadmi strate-

giuli midgomiT sargebloben. kompaniebis mier pirvel

rigSi wydeba warmoebis arsebul pirobebTan adaptaciisa

da standartizaciis sakiTxi, rac ganapirobebs kompaniis

mier bazarze garkveuli poziciis Camoyalibebas. kompa-

niis arsebul pirobebTan adaptaciisa da standartizaci-

is problemis gadasawyvetad ganixileba Semdegi sakiTxe-

359

bi: resursebis SeZena, kompaniis adgilmdebareobis gan-

sazRvra, logistika da materialuri resursebis marTva.

o resursebis SeZena warmoadgens urTierTdakavSire-

buli moqmedebebis erTobliobas, romlebmac unda

uzrunvelyon kompania saqonlisa da momsaxurebis

warmoebisaTvis aucilebeli resursebiT.

o kompaniis adgilmdebareobis gansazRvra — saerTa-

Soriso masStabebiT biznes saqmianobis ganxorciele-

bisas gansakuTrebuli mniSvneloba kompaniis adgil-

mdebareobis arCevas eniWeba. kompaniebi saqmianobis

dawyebamde wyveten, Tu sad unda ganalagon TavianTi

sawarmoo simZlavreebi da ra pirobebSi mouwevT maT

funqcionireba.

o logistika da materialuri resursebis marTva —

Tanamedrove biznesSi logistikisa da materialuri

resursebis marTvis gareSe warmatebis miRweva SeuZ-

lebelia. logistika da materialuri resursebis mar-

Tva warmoadgens biznesis materialur-teqnikuri uz-

runvelyofis marTvis Teoriisa da praqtikis mecnie-

ruli swavlebas, rac xels uwyobs kompaniaSi resurse-

bis nakadebis efeqtian marTvas. logistikisa da mate-

rialuri resursebis marTvis sistema mniSvnelovnad

ganapirobebs kompaniebis saerTo strategias da taq-

tikas.

saerTaSoriso kompaniaSi maRal doneze SemuSave-

buli da marTvadi operaciuli sistemebi mniSvnelovanwi-

lad ganapirobeben saqonlisa da momsaxurebis xarisxs da

kompaniis mwarmoeblurobis dones. saerTaSoriso kompa-

niis operaciaTa menejmentis sistemis efeqtian funqcio-

nirebaze bevrad aris damokidebuli, Tu rogor gardaiq-

mneba kompaniaSi Semosuli sxvadasxva saxis resursi saqo-

nelad da momsaxurebad. saerTaSoriso operaciaTa me-

nejmentis procesis struqtura warmodgenilia #1 sqema-

ze.

360

sqema 1. saerTaSoriso operaciaTa menejmentis procesis

struqtura46


strategiuli aspeqtebi

operaciaTa menejmenti aris damatebiTi Rirebule-

bis Semqmneli saqmianoba, romelic mimarTulia kompania-

Si Semomavali resursebis gadamuSavebis Sedegad maTi Ri-

rebulebis gazrdaze, rac pirdapir gavlenas axdens fir-

mis saqmianobis saboloo Sedegze. magaliTad, Tu warmoe-

bis procesSi Semomavali 100 laris Rirebulebis resur-

46 Р. Гриффин, М. Пастей, международный бизнес, Бизнес/Учебник, «Питер» 2006, c 843

361

sidan iwarmoeba 1000 laris Rirebulebis saqoneli an

momsaxureba, maSin cxadia, rom iqmneba mniSvnelovani da-

matebiTi Rirebuleba, xolo Tu 1000 laris Rirebulebis

saqonelis an momsaxurebis sawarmoeblad saWiro iqneba

ara 100 lari aramed 500 laris Rirebulebis resursi, ma-

Sin sawarmoSi Seqmnili damatebiTi Rirebuleba iqneba

bevrad naklebi.

saerTaSoriso operaciaTa menejmenti srul Sesaba-

misobaSi unda iyos kompaniis mier SemuSavebul biznes

strategiasTan. marTlac, kompaniis topmenejmentis mier

damuSavebuli biznesis ganviTarebis strategia zegavle-

nas axdens operaciaTa menejmentis RonisZiebebis dageg-

mvisa da ganxorcielebis iseT aspeqtebze, rogoricaa:

kompaniaSi resursebis mowodebaTa jaWvis startegiebis

damuSaveba, kompaniis sawarmoo simZlavreebis ganlagebis

Sesaxeb gadawyvetilebis miReba, logistikisa da materia-

luri resursebis marTvis procesebis dagegmva. Tu kom-

panias arCeuli aqvs da misdevs diferenciaciis strate-

gias, maSin operaciaTa menejmentis mTavari funqcia iqne-

ba uzrunvelyos konkurenti kompaniebis saqonlisa da

momsaxurebisagan mkveTrad gansxvavebuli saqonlisa da

momsaxurebis Seqmna, rac saSualebas aZlevs kompanias Se-

aRwios ucxour bazarze da ganimtkicos Tavisi poziciebi.

magaliTad, iseT kompaniebs, rogoricaa Porsche da Rolex,

Tu surT konkurenciis gaweva konkurentebisaTvis Tavi-

anTi produqciis imijis xarjze, am dros produqciis

Seqmnaze gaweuli danaxarjebi meore planze gadadis da

adgils uTmobs produqciis xarisxsa da dizains. Sesaba-

misad SeiZleba kompaniebs dasWirdeT sawarmoo simZlav-

reebis iseT adgilebSi ganTavseba, sadac maRalkvalifi-

ciuri muSaxelis mozidvis xarjebi SedarebiT maRalia.

magaliTad, kompania Porsche am etapze arc ki fiqrobs

Stutgartidan sakuTari sawarmoo simZlavreebis iseT

adgilas gadatanas, sadac SedarebiT naklebi daexarjeba

Sromis anazRaurebaze, vinaidan misi maRalxarisxiani av-

362

tomobilebis warmoebisTvis umniSvnelovanes faqtors

swored maRalkvalificirebuli samuSao Zalis arseboba

warmoadgens.

Tu kompania misdevs danaxarjebSi liderobis stra-

tegias, maSin operaciaTa menejmentis mTavari funqcia

iqneba uzrunvelyos saqonlisa da momsaxurebis warmoe-

bis danaxarjebis minimaluri donis miRweva, raTa kompa-

niam SeZlos fasebis Semcireba da sasurveli mogebis mi-

Reba. danaxarjebSi liderobis strategiis SemTxvevaSi

gadamwyvet rols saqonlisa da momsaxurebis fasisa da

danaxarjebis sakiTxebi TamaSobs, xolo xarisxs SeiZleba

naklebi yuradReba eqceodes. Sesabamisad, am dros kompa-

niam SeiZleba upiratesoba mianiWos gansakuTrebiT iafi

samuSao Zalis adgilebSi sakuTari sawarmoo simZlavree-

bis ganTavsebas. magaliTad, honkongis kompania Roly Inter-national Holdings yovelwliurad yidis 200 mln dolaris Ri-

rebulebis CineTSi damzadebul iaffasian saaxalwlo mo-

sarTavebs saxlebisaTvis. produqciis miwodeba xorci-

eldeba neli, magram araZviradRirebuli satvirTo geme-

biT. rodesac kompanias arCeuli aqvs warmoebis koncen-

traciis strategia, maSin igi monawileobs erT an ramde-

nime bazarze da swrafad ganimtkicebs poziciebs, axal

bazarze SeRwevamde.

kompaniebis mier misaReb gadawyvetilebebze aseve

moqmedebs Semdegi faqtorebi: kompanis sawarmoo proce-

sebisa da teqnologiebis adaptaciis an standartizaciis

xarisxi. erTi mxriv, Tu calkeul bazarze firma iyenebs

warmoebis standartizebul procesebsa da teqnologiebs,

maSin misi operaciuli sistemebi SeiZleba iyos globalu-

rad integrirebuli. aseT kompaniebs SeuZliaT miiRon

warmoebuli produqciis erTiani, globaluri dizaini,

rac xels Seuwyobs maTi saqmianobis efeqtianobis amaR-

lebas globaluri masStabiT. meore mxriv, Tu TiToeul

bazarze, sadac moqmedebs kompania, muSaobis unikalur

sistemas iyenebs, msgavsi globaluri integraciis miRwe-

363

va ara Tu saWiro, aramed SeuZlebelicaa. xSirad aseTi

kompaniebi iyeneben globalur geografiul organizaci-

ul struqturas, raTa uzrunvelyon adgilobrivi piro-

bebisadmi Tavis operaciaTa menejerebis adekvaturobis

gazrda. magaliTad, Toyota iyenebs standartizebuli ope-

raciaTa menejmentis strategias im gagebiT, rom is mTel

msoflioSi uSvebs erT da igive avtomobilebs erTsa da

imave sawarmoo procesebis gamoyenebiT. es uzrunvel-

yofs kompaniis qarxnebs Soris teqnologiaTa gacvlas,

agreTve, makompleqtebeli nawilebis Tavisufal ganawi-

lebas sxvadasxva qveynebSi mdebare amwyob sawarmoebs So-

ris. xolo Nestle, piriqiT, sakuTari produqciis asorti-

ments, agreTve, maT ingredientebsa da SesafuT masalebs

uxamebs konkretuli bazris pirobebs. es ar gamoricxavs

teqnologiebis garkveul gacvlas, magram mTlianobaSi Nestle-s TiToeuli sawarmo muSaobs, rogorc damoukide-

beli qvedanayofi.


sirTuleebi

saerTaSoriso kompaniaSi menejerebs uxdebaT mniS-

vnelovani da rTuli problemebis gadaWra sam ZiriTad

sferoSi:

1. resursebi — menejerebma unda gadawyviton, Tu

sad da rogor SeiZinon produqciis sawarmoeb-

lad saWiro resuresebi. sakvanZo gadawyvetile-

bebi aq gadis resursebis miwodebis jaWvis mar-

Tvaze da warmoebis vertikalur integraciaze.

2. mdebareoba — menejerebma unda gadawyviton, Tu

sad unda iqnes ganlagebuli sawarmoo simZlav-

reebi, administraciuli Senobebi, savaWro ofi-

sebi da a.S.

364

3. logistika - menejerebma unda airCion maragebis

marTvis meTodebi da transportirebis xerxebi.

aRniSnuli problemebi dgas rogorc nacionaluri,

aseve saerTaSoriso profilis mqone kompaniebis winaSe.

saerTaSoriso kompaniebisaTvis maTi gadaWra bevrad uf-

ro rTulia, vidre adgilobriv bazarze momuSave kompanii-

saTvis. Siga bazarze momuSave kompaniebs uwevT Tanam-

Sromloba mxolod adgilobriv mimwodeblebTan, isini eq-

vemdebarebian mxolod erTi qveynis maregulirebel kano-

nebs, konkurencias uweven SedarebiT erTgvarovan bazar-

ze da ar iyenebs rTul integrirebul satransporto sis-

temebs saqonlisa da momsaxurebis daniSnulebis adgilze

misawodeblad. saerTaSoriso kompaniebs, ki piriqiT, yve-

laze xSirad uwevT Sexeba sxvadasxva qveynis mimwodebleb-

Tan da awydebian sakanonmdeblo regulirebis sxvadasxva

reJimebs; Sesabamisad isini gadian Zalze mravalferovan

bazrebze da iyeneben rTul intergirebul satransporto

sistemebs saqonlisa da momsaxurebis daniSnulebis ad-

gilze misawodeblad. sawarmoo simZlavreebis ganTavsebis

adgilis arCevisas saerTaSoriso operaciaTa menejerebi

iTvaliswineben iseTi faqtorebis zemoqmedebas, rogore-

bicaa: resursebze danaxarjebi, sagadasaxado kanonmdeb-

loba, resursebis xelmisawvdomoba da marketinguli Ro-

nisZiebebi. garda amisa, aucilebelia yuradRebis gamaxvi-

leba qveynis valutis kursis mosalodnel meryeobebsa da

iseT araekonomikur faqtorebze, rogoricaa: saxelmwifo

regulireba, politikuri riski, qveynis sakanonmdeblo

sistemis gamWirvaleoba. saerTaSoriso operaciaTa mene-

jerebma unda gaiTvaliswinon aseve sawarmoTa adgilmde-

bareobis zegavlena firmis SesaZleblobaze — reagireba

moaxdinos sabazro koniunqturis cvlilebaze. bolos,

gaTvaliswinebuli unda iyos logistikuri xasiaTis mosa-

lodneli problemebi. resursebis mimwodeblebisgan mo-

SorebiT sawarmoo simZlavrebis ganTavsebam SeiZleba xe-

365

li SeuSalos resursebis droul miwodebas da Seaferxos

warmoebis procesi.

operaciaTa menejmentis im nawils, romelic dakav-

Sirebulia materialuri dovlaTis SeqmnasTan, ewodeba

sawarmoo menejmenti (warmoebis marTva), xolo gadawyve-

tilebebis da procesebis erTobliobas, romlebic dakav-

Sirebulia aramaterialuri dovlaTis SeqmnasTan ewode-

ba momsaxurebis menejmenti. warmoeba — aris materialu-

ri da aramaterialuri dovlaTis Seqmnis procesi. warmo-

ebis procesSi saqonlisa da momsaxurebis Sesaqmnelad

ixarjeba sxvadasxva saxis resursi, romelic erT Sem-

TxvevaSi iZens materialuri produqciis formas, xolo

meore SemTxvevaSi aramaterialuri produqciis, anu mom-

saxurebis formas. magaliTad, kompania Sony-s sawarmoo

saqmianoba moicavs cifruli fotoaparatebis gamoSvebas,

kompania BMW-Si avtomobilebis gamoSvebas, kompania Michelin-is avtomobilebis saburavebis, xolo magaliTad,

cnobili auditoruli kompaniebi Deloitte & Touch da Ernst & Young saqmianoba moicavs auditoruli momsaxurebisa da

profesiuli konsultaciebis gawevas, rasac ZiriTadad

aramaterialuri forma gaaCnia. miuxedavad imisa, warmoe-

baSi CarTuli materialuri Tu aramaterialuri resursi,

romelTa efeqtiani gamoyeneba dasaxulia mizebis misaR-

wevad, saTanado doneze organizebuli menejmentis gare-

Se SeuZlebelia.

12.4. miwodebis jaWvis marTva da warmoebis

vertikaluri integracia

produqciis damzadeba moiTxovs warmoebis procesSi

mravalferovani resursebis CarTvas; Sesabamisad, saerTa-

Soriso kompaniebis warmoebis menejerebis umTavres saz-

runavs am resursebis moZieba da maTi SeZena warmoadgens.

kompaniis mier produqciis warmoebisaTvis aucilebeli

366

sxvadasxva resursebis mosaZieblad da SesaZenad ganxor-

cielebuli moqmedebebis erTobliobas miwodebis jaWvis

marTva (Supply chain management) ewodeba. miwodebis jaWvis

marTva zegavlenas axdens produqciis TviTRirebulebaze,

mis xarisxsa da kapitalis Sida moTxovnis sidideze. aqedan

gamomdinare, saerTaSoriso firmebis umravlesoba miwo-

debis jaWvis marTvas ganixilavs, rogorc erT-erT mniS-

vnelovan strategiul sakiTxs, romelic moiTxovs saTana-

do dagegmvasa da realizacias top-menejmentis mxridan.

miwodebis jaWvis marTvis strategiis SemuSavebis pirveli

etapi mdgomareobs vertikaluri integraciis Sesabamisi

xarisxis gansazRvraSi. vertikaluri integracia gviCve-

nebs, Tu ra xarisxiT iyenebs firma Tavis sakuTar resur-

sebs da ramdenad aris igi damokidebuli sxva wyaroebze.

vertikaluri integraciis SedarebiT maRali xarisxis

mqone kompaniebi TavianTi resursebiT axorcieleben pro-

duqciis warmoebas, mis SefuTvas, transportirebasa da

myidvelebisaTvis miwodebas. xolo, meore mxriv, kompanie-

bi, romlebic naklebad iyeneben warmoebis vertikalur in-

tegracias, sakuTari resursebiT mxolod sawarmoo jaW-

vis ramdenime etapis ganxorcilebas axerxeben. danarCen

etapebze isini resursebis gare wyaroebidan sargebloben.

vertikalurad integrirebuli saerTaSoriso kompaniis

kargi magaliTia — kompania British Petroleum (BP). am kompaniis

erTi struqturuli qvedanayofi dakavebulia mTel msof-

lioSi bunebrivi airisa da navTobis sabadoebis ZiebiT. aR-

moCenili navTobisa da gazis mopovebas axorcielebs sxva

qvedanayofi. Semdeg xdeba mopovebuli navTobisa da gazis

transportireba kompaniis kuTvnili milsadenebisa da

tankerebis saSualebiT missave navTobgadammuSavebel

qarxnebSi. aq xorcieldeba nedli navTobis gadamuSaveba

benzinad da sxva saxis sawvav nivTierebebad, romlebic

Semdgom BP-is sakuTrebaSi arsebuli benzinmzidebiT mie-

wodeba, rogorc BP-is sakuTrebaSi arsebul bezingasa-

marT sadgurebs, aseve, sxva momxmareblebsac. amrigad, BP-

367

Si navTobisa da gazis sabadoebis Zieba da maTi mopoveba

gvevlineba, rogorc nedleulis mimwodeblis mTavari wya-

ro milsadeni biznesisTvis, xolo milsadenebis biznesi

gvevlineba, rogorc navTobgadammuSavebeli biznesis mTa-

vari mimwodebeli. es ukanaskneli Tavis mxriv, navTobiTa

da gaziT sacalo vaWrobis mTavari mimwodebelia. dro-

dadro kompania izidavs sxva mimwodeblebsac da zogjer

axdens sakuTari produqciis miyidvas sxva kompaniebis-

Tvisac, magram misTvis mTavaria vertikalurad integri-

rebuli operaciebis uwyveti da efeqtiani jaWvis SenarCu-

neba sawarmoo procesis dawyebidan individualuri mom-

xmarebelisTvis mza produqtis saboloo miyidvamde. kom-

pania Heineken NV ki msoflioSi sididiT mesame ludsaxarSi

kompaniaa, romelic Tavis saqmianobaSi, gansxavavebiT BP-gan, naklebad iyenebs warmoebis vertikaluri integracias.

kompania yidulobs xorbalsa da ludis warmoebisTvis sa-

Wiro sxva ingredientebs adgilobrivi fermerebisa da sa-

soflo-sameurneo kooperativebisagan. sxvadasxva mimwo-

deblebisagan iZens taras, etiketebs, SesafuT da gadasa-

adgilebel yuTebs, romliTac kompania Heineken NV-is mier

warmoebuli ludi msoflios mraval kuTxeSi sxvadasxva

distributori kompaniebis meSveobiT, Tavdapirvelad

ludis sacalo movaWreebs, xolo Semdgom calkeul mom-

xmareblebs miewodeba.

kompaniis vertikaluri integraciis xarisxi aris mi-

wodebis jaWvis marTvis CarCoebSi warmoebis menejerebis

mier miRebuli sxvadasxva gadawyvetilebebis Sedegi. kom-

paniebs produqciis warmoebisaTvis saWiro resursebis Se-

Zenis ori varianti gaaCniaT: pirveli — kompanias SeuZlia

sakuTari resursebiT warmoeba da meore — kompanias SeuZ-

lia maTi SeZena sxva momwodeblebisgan. aRniSnul arCevans

operaciul menejmentSi warmoebis an Sesyidvis Sesaxeb ga-

dawyvetilebis (make-or-buy decision) miReba ewodeba. ZiriTa-

di variantebi, romelTa arCeva SeuZlia kompanias am gadaw-

yvetilebis CarCoebSi, warmodgenilia #2 sqemaze. aRsaniS-

368

navia, rom warmoebis an Sesyidvis Sesaxeb arCevanis gakeTe-

bas mosdevs sxva gadawyvetilebebis miReba. magaliTad,

produqciis warmoebisaTvis saWiro sxvadasxva komponen-

tebis Sesyidvis Sesaxeb gadawyvetileba, maTi sakuTari Za-

lebiT damzadebis nacvlad, kompaniebs karnaxobs mimwo-

deblebTan grZelvadian da moklevadian urTierTobebs

Soris aucilebeli arCevanis gakeTebas. produqciis war-

moebisaTvis saWiro sxvadasxva komponentebis Sesyidvis

nacvlad maTi sakuTari resursebiT damzadebis Sesaxeb ga-

dawyvetileba Riad tovebs sakiTxs imis Sesaxeb, Tu, saxel-

dobr, rogor ganxorcieldeba warmoeba: damoukideblad

Tu sxvebTan partrniorobiT? Tu partniorobis arCeva

xdeba, Cndeba Semdegi SekiTxva: kontrolis ra meqnizmebsa

da dones iTxovs partniori warmoebis procesSi CarTvis

sanacvlod? da a.S.

kompaniis mier warmoebis an Sesyidvis Sesaxeb gadaw-

yvetilebaze zegavlenis moxdena SeuZlia warmoebis mocu-

lobas, saqmianobis masStabebs, teqnologiur gamocdile-

bas, warmoebuli produqciis bunebas. magaliTad, msxvili

kompaniebisaTvis advilia produqciis damzadebisaTvis

saWiro makompleqtebeli nawilebis warmoebaSi masStabis

efeqtis miRweva, amitom didia albaToba imisa, rom iseTma

didma avtomwarmoeblebma, rogorebic arian General Motors (GM) da Fiat, TavianTi manqanebisTvis makompleqtebeli na-

wilebi Tavad daamzadon, maSin, rodesac SedarebiT mcire

masStabis avtomwarmoeblebi, rogoricaa Saab da Seat, uf-

ro meti albaTobiT Seisyidian makompleqtebel nawilebs

sxva mimwodeblebisgan. SedarebiT axali da rTuli teqno-

logiebis, rogoricaa: Tanamgzavruli navigaciis sisteme-

bi, usadeno fiWuri telefonebi da a.S. SeZena xSirad xor-

cieldeba sxva momwodeblebisagan, xolo ufro standar-

tuli da SedarebiT martivi teqnologiuri mowyobilobe-

bis, magaliTad, samuxruWe sistemebis, radiomimRebebis da

a.S. warmoeba xorcieldeba damoukidebelad kompaniis

xelT arsebuli resursebis saSualebiT. warmoebis an Ses-

369

yidvis Sesaxeb gadawyvetilebis miRebaze did zegavlenas

axdens sawarmoo teqnologiebSi ganxorcielebuli inves-

ticiebi. magaliTad, personaluri kompiuterebis mwarmo-

ebeli iseTi kompaniebi, rogorebic arian Dell-sa da IBM-is

kompaniebi, imis gadawyveta uxdebaT, daamzadon Tu SeiZi-

non procesorebi, operatiuli mexsierebis mikrosqemebi,

mexsierebis myari diskebi, mTavari integrirebuli sqemebi

da kvebis blokebi. kompania IBM, romelsac gaaCnia makom-

pleqtebeli nawilebis warmoebis saSualebebi, Tavad awar-

moebs aseT nawilebs, xolo kompania Dell, ZiriTadad ey-

rdnoba sxva mimwodeblebs.

sqema 2. resursebis Sesyidvis an warmoebis Sesaxeb ZiriTadi

gadawyvetilebebi47.

kompaniebis gadawyvetileba _ awarmoos, Tu Seisyi-

dos warmoebis makompleqtebeli detalebi `sxva Tanabar

pirobebSi~, keTdeba naklebi danaxarjebis sasargeblod.

magram piroba `sxva Tanabar pirobebSi~ iSviaTad miiRweva.

kompaniebis mier gadawyvetilebis miRebis dros mxedve-

lobaSi miiReba kompaniis mier arCeuli strategia. #3

sqemaze warmodgenilia warmoebis an Sesyidvis Sesaxeb ga-

dawyvetilebis miRebis dros SerCeuli strategiis sust

47 James Brian, Frederick G. Hilmer ,,Strategic Oustsourcing~, Sloan Management Review (Summer 1994), p.50.

370

mxareebsa da konkurentul upiratesobas Soris balansis

dacvis aucilebloba. konkuretuli upiratesobis maRa-

li potencialis da kompaniis mier arCeuli susti stra-

tegiis pirobebSi, kompania warmoebaze SeinarCunebs

strategiul kontrols, moaxdens ra sakuTari resurse-

biT makompleqtebeli nawilebis warmoebas. Tu konkure-

ntuli upiratesobis potenciali da kompaniis mier arCe-

uli strategiis susti mxareebi dabal donezea, am dros

kompanias sWirdeba naklebi kontroli makompleqtebeli

nawilebis warmoebaze, amitomac mosalodnelia, rom kom-

pania am dros Seisyidis mza nawilebs. bolos, rodesac

kompaniis konkurentuli upiratesobis saSualo poten-

ciali da strategiuli sisusteebis saSualo xarisxi mo-

iTxovs zomier kontrols, saukeTeso gadawyvetileba Se-

iZleba iyos specialuri sawarmoebis an saijaro warmoe-

bis SesaZleblobebis gamoyeneba.

sqema 3. warmoebis an Sesyidvis Sesaxeb

gadawyvetilebis miReba48

48 James Brian, Frederick G. Hilmer “Strategic Oustsourcing”. Sloan Management Review (Summer 1994), p.50.

371

kompaniis mier warmoebis makompleqtebeli nawile-

bis warmoebis an Sesyidvis Sesaxeb gadawyevtilebis miRe-

baze, garda kompaniis strategiuli aspeqtebisa, SeiZleba

asaxva hpovos sxva faqtorebmac. saerTaSoriso kompani-

ebs, Cveulebriv, uxdebaT kompromisis gakeTeba danaxar-

jebs, kontrols, riskebs, investiciebsa da moqnilobas

Soris.

o kontroli — kompaniisaTvis makompleqtebeli kompo-

nentis damoukideblad damzadeba xelsayrelia, rad-

gan am SemTxvevaSi Zlierdeba kompaniis kontroli

produqciis xarisxze, nedleulis miwodebis grafi-

kebze, produqciis konstruqciebSi cvlilebebsa da

danaxarjebze. kompania, romelic makompleqtebel na-

wilebs iZens ucxo mimwodeblebisagan, SeiZleba am or-

ganizaciebze metismetad damokidebuli aRmoCndes.

Tu mimwodebeli gava biznesidan, maRla awevs fasebs an

daiwyebs dabalxarisxiani produqciis gamoSvebas,

firma darCeba miwodebis wyaros gareSe, rac gamoiw-

vevs danaxarjebis zrdas an xarisxis gauaresebis

problemebs. garda amisa, kontrolis meqanizmebis Se-

susteba SeiZleba gamoiwvios mimwodeblebTan saxel-

Sekrulebo urTierTobaTa saTanado doneze reguli-

rebam. ucxoel mimwodeblebTan dakavSirebul Sem-

TxvevaSi saxelSekrulebo urTierTobebis mowesrige-

bam qveynebis sakanonmdeblo sistemaTa gansxvavebu-

lobis gamo SeiZleba moiTxovos damatebiTi xarjebis

gaweva. magaliTad, Tu calkeul qveyanaSi inteleqtu-

aluri sakuTreba kanoniT sustad aris daculi, iseT-

ma firmebma, rogorebicaa Sony Records da BMG, SeiZle-

ba adgilobriv gamomcemlebs uari ganucxadon Tavian-

Ti kompaqt-diskebisa da video-kasetebis tiraJebze am

qveynebSi.

o riski — sxva mimwodeblebisgan makompleqtebeli nawi-

lebis Sesyidva xelsayrelia maSin, rodesac am nabi-

jiT kompania amcirebs finansur da operaciul ris-

372

kebs. magaliTad, kompania BP Amoco-s gaaCnia riski, ro-

melic dakavSirebulia mis navTobmompovebel plat-

formebTan, milsadenebTan da miwodebaTa jaWvis yve-

la danarCen stadiasTan. Tuki BP Amoco ubralod Se-

isyidida sxva firmebidan nedl navTobs, mas ar moux-

deboda WaburRilis muSaobisas mosalodneli riske-

bis sakuTar Tavze aReba. moixsneboda aseve mocemul

aqtivebSi investiciebidan adekvaturi mogebis miRe-

bis problemac. saerTaSoriso kompaniebi gadawyveti-

lebis miRebisas gansakuTrebul yuradRebas politi-

kur riskebs aniWeben, radgan politika da biznesi er-

TmaneTTan mWidro kavSirSia. magaliTad, 1951 wels

iranis axalma xelisuflebam qveyanaSi moaxdina BP-is

qonebis konfiskacia. saerTaSoriso kompaniebsa da re-

sursebis mimwodeblebs Soris mowesrigebuli urTi-

erTobebi mniSvnelovania, rogorc am kompaniebisaT-

vis, aseve, maTi produqciis momxmareblebisTvis. pro-

duqciis mwarmoeblebi damokidebuli arian resurse-

bis mimwodeblebze, radgan resursebis mimwodeblebma

unda uzrunvelyon isini produqciis warmoebisaTvis

saWiro maRalxarisxiani resursebiT, xolo Tavad re-

sursebis mimwodeblebi damokidebuli arian im kompa-

niebze, romlebic maT resursebs moixmaren da Sesaba-

misad maTTvis Semosavlebis wyaros warmoadgenen. sa-

erTaSoriso kompaniebsa da resursebis mimwodeblebs

Soris arsebuli urTierTobebis buneba sxvadasxva

qveyanaSi gansxvavebulia da damokidebulia am qveynis

warmoebis sakiTxebisadmi midgomis Taviseburebebze.

ganvixiloT manqanaTmSeneblobis sawarmos ori maga-

liTi: aSS-sa da iaponiaSi. rodesac amerikuli kompa-

nia fordi amzadebda Tavisi erT-erTi popularuli

modelis `Taurus~-is axal versias, man gadawyvita gamo-

eyenebina mimwodeblebTan urTierTobis marTvisadmi

iaponuri midgoma. kerZod, kompanias surda, rom mim-

wodebels sakuTar Tavze aeRo valdebulebebi _ da-

373

bal fasad miewodebina warmoebisaTvis saWiro makom-

pleqtebeli nawilebi. magram `Taurus~-is proeqtze mo-

muSave pasuxismgebeli menejerebi naklebad endobod-

nen mimwodeblebs, radganac maT uyurebdnen rogorc

metoqeebs da ara rogorc partniorebs. es damokide-

buleba gamovlinda mimwodeblebTan kompaniis urTi-

erTobebis mraval aspeqtSi. Sedegad maT Soris Camoya-

libda iseTi daZabuli urTierToba, sadac TiToeuli

mxare mxolod xelSekrulebiT gaTvaliswinebuli

valdebulebebis SesrulebiT iyo dakavebuli. xolo

iaponuri kompania Toyota, Ford—sgan gansxvavebiT, mWid-

rod integrirebulia ojaxuri tipis biznes jguf

Keiretsu-Si, sadac mimwodeblebi da gasaRebis arxebi

organizebulia dargSi Zlieri mwarmoeblis garSemo.

Keiretsu-s meSveobiT kompania Toyota-am SeZlo gamxdari-

yo yvelaze efeqtiani avtomwarmoebeli msoflioSi.

1997 wels, rodesac daiwva samuxruWe makompleqtebe-

li detalebis erTaderTi mimwodebeli Aisin Seiki Co-s qarxana, am jgufSi gaerTianebulma sxva mimwodebleb-

ma yvelaferi iRones, raTa ar gaCerebuliyo Toyota-s

saavtomobilo xazi, riTac Tavadac dazaraldebod-

nen49.

o investiciebi — gare mimwodeblebisagan sxvadasxva sa-

xis resursebis Sesyidva saerTaSoriso kompaniebs

mTel rig SemTxvevebSi Tavidan acilebs axali teqno-

logiebis, axali qarxnebis an momuSaveTa specialuri

momzadebis xarjebs da saSualebas aZlevs gamoaTavi-

suflon garkveuli kapitali. magaliTad, kompania Honda-s ohaios StatSi ganlagebul avtoqarxanaSi av-

tomobilebze gazrdili moTxovnis gamo, mouwia ga-

moSvebis moculobis zrda, ramac saWiro gaxada dama-

49 J.H. Dyer, K. Nobeoka, “Creating and Managing a High-Performance Knowled go-Sharing Network: The Toyota Case”. Strategic Management Journal (March 2000), pp. 345-368.

374

tebiT saqare minebis miwodebis gazrda. Honda-m, nac-

vlad imisa, rom Tavad ewarmoebina saqare minebi, daar-

wmuna adgilobrivi momwodebeli korporacia Donnelly,

damatebiT aego saqare minebis mwarmoebeli axali qar-

xana, riTac kompania Honda-m, erTi mxriv, miiRo miwo-

debis moxerxebuli da saimedo wyaro, xolo meore

mxriv, dazoga is Tanxa, romelic unda daebandebina

axali warmoebis danergvaSi. rasakvirvelia, kompania Honda-m aseTi gadawyvetilebis miRebiT faqtobrivad

uari Tqva mogebaze, romelic SeiZleboda mieRo avto-

mobilebis minebis warmoebiT korporacia Donnelly—s

sasargeblod, Tumca samagierod dazoga gacilebiT

meti Tanxa. kompania Honda-m dado ra partrnioruli

SeTanxmeba korporacia Donnelly-Tan saqare minebis mi-

wodebis Sesaxeb, Tavidan aicila damatebiTi xarjebi,

romelic, aseve, unda gaewia personalisaTvis avtomo-

bilis minebis konstruirebisa da warmoebis gamocdi-

lebis Seswavlaze. gansxvavebiT kompania Honda-gan,

kompania BP-s menejerebs moeTxovebaT mravalmxrivi

codna da gamocdileba, raTa srulad gamoiyenon kom-

paniis vertikalurad integrirebuli warmoebis sis-

temis globaluri operaciebis upiratesobebi.

o moqniloba — kompania yidulobs ra makompleqtebel

nawilebs sxvadasxva mimwodeblebisagan, nacvlad misi

warmoebisa, inarCunebs garkveul moqnilobas im Tval-

sazrisiT, rom mas SeuZlia garemoebebis cvlilebebis

Sesabamisad moaxdinos mimwodeblebis Canacvleba. es

gansakuTrebiT xelsayrelia iseT situaciebSi, rode-

sac adgili aqvs teqnologiebis swraf ganviTarebas,

sxvadasxva qveynebis valutis kursebis meryeobas, re-

sursebis fasebis swraf zrdasa da a.S. magaliTad, per-

sonaluri kompiuterebis mwarmoebel kompaniaTa um-

ravlesoba upiratesobas aniWebs ucxo mimwodeblebi-

sagan xisti diskebis, DVD-is wakiTxvis mowyobilobe-

bisa da mikroprocesorebis SeZenas. am nabijiT isini

375

Tavidan icileben kvlevebisa da eqsperimentebis xar-

jebs da produqciis moZvelebis risks. aRsaniSnavia,

rom zogierT SemTxvevaSi kompaniebs uxdebaT garkve-

uli kompromisuli gadawyvetilebebis miReba makom-

pleqtebeli nawilebis warmoebaze, riTac nawilobriv

amcireben TavianTi moqnilobis xarisxs. rodesac sa-

erTaSoriso kompaniebi upiratesobas aniWeben erTi

da imave saxis resursis erTdroulad ramdenime mim-

wodebelTan TanamSromlobas, am dros kompania ar

aris damokidebuli arc erT mimwodebelze. Tumca,

aseT midgomas gaaCnia garkveuli naklovanebebi. sa-

xeldobr, kompanias uWirs mimwodeblebis farTo speq-

trTan TanamSromloba, gansakuTrebiT Tu mimwode-

belTa qseli globalur xasiaTs atarebs. ukanasknel

periodSi aRniSnuli sakiTxebisadmi nawilobriv Seic-

vala midgoma. kerZod, kompaniebi deben eqskluziur an

naxevrad eqskluziur grZelvadian SeTanxmebebs re-

sursebis mcire raodenobis mimwodeblebTan. magali-

Tad, avtomobilebis mwarmoebeli kompaniebi TavianT

e.w. `mTavar mimwodeblebTan~ TanamSromloben farTo

speqtriT, kerZod winaswar ukveTaven maT sxvadasxva

makompleqtebeli sistemebisa da detalebis SemuSve-

bas. magaliTad, LH - seriis manqanebis modelis SemuSa-

vebis dros kompania Chrysler (amJamad is korporacia

Daimler Chrysler-is nawilia) mWidrod TanamSromlobda

saTavo momwodebelTan, ramac mas saSualeba misca Se-

emcirebina Tavisi sakonstruqtoro biuros Tanam-

Sromlebis ricxobrioba ori mesamediT. mimwodebleb-

ma kompania Chrysler-s miawodes 4000-ze meti winadadeba

avtomobilebis konstruqciisa da maTi warmoebis teq-

nologiis cvlilebis Taobaze, ris wyalobiT Chrysler-ma miiRo 156 mln aSS dolaris ekonomia.

376

12. 5. sawarmoo simZlavrebis ganTavsebis adgili

saqonlisa da momsaxurebis warmoebis Sesaxeb ga-

dawyvetilebis miRebis Semdeg kompaniam unda gadawyvi-

tos, sad ganaTavsos sawarmoo simZlavreebi. am gadawyve-

tilebis miRebisas kompania iTvaliswinebs rogorc qvey-

nis ekonomikur—politikur maxasiaTeblebs, aseve sawar-

moebeli saqonlisa da momsaxurebis Taviseburebebs.

o qveynis maxasiaTeblebi. kompaniis gadawyvetilebaze

_ Tu sad, romel qveyanaSi unda ganTavsdes kompaniis

sawarmoo simZlavreebi, SeiZleba zegavlena moaxdi-

nos erTdroulad qveynis ramdenime maxasiaTebelma _

resursebis xelmisawvdomobam da Rirebulebam, in-

frastruqturis mdgomareobam da produqciis warmo-

Sobis qveynis marketingulma imijma. resursebis xel-

misawvdomoba da fasi mTavari determinantia, rome-

lic gansazRvravs, Tu sad unda ganTavsdes kompaniis

sawarmoo simZlavreebi. saerTaSoriso vaWrobis kla-

sikuri Teoriebis Tanaxmad, warmoebis faqtorebis

xelmisawvdomoba (dabali fasebi, maRali xarisxi) izi-

davs iseT kompaniebs, romlebsac sWirdebaT es resur-

sebi saqonlisa da momsaxurebis sawarmoeblad. maga-

liTad, kompania British Petroleum (BP) navTobis mompove-

bel platformebs swored im qveynebSi ganalagebs, sa-

dac nedli navTobis didi maragebia. CineTi iafi samu-

Sao ZaliT izidavs bavSvTa saTamaSoebis, fexsacmlisa

da qsovilebis mwarmoeblebs da a.S.

o infrastruqturis mdgomareoba — sawarmoo simZlav-

reebis ganlagebaze didi zegavlenas axdens qveynis in-

frastruqturis ganviTarebis mdgomareoba. warmoe-

bis umravlesoba moiTxovs im qveynis infrastruqtu-

ris ganviTarebis minimalur dones mainc, sadac es

warmoeba unda ganTavsdes. nebismieri tipis sawarmos

amoqmedebisa da efeqtiani eqspluataciisaTvis saWi-

roa, rogorc Senoba-nagebobebi da sxvadasxva saxis

377

teqnologiuri mowyobilobebi, aseve eleqtro da

wyalmomaragebis sistemebi, satransporto da sakomu-

nikacio saSualebebi, dasaqmebuli personalisaTvis

sacxovrebeli, dasasvenebeli, samedicino, saganmanaT-

leblo dawesebulebebi da sxva adekvaturi pirobebi.

o produqciis warmoSobis qveynis marketinguli imi-

ji — sawarmoo simZlavreebis ganTavsebis adgilis ar-

Cevisas kompaniebi ganixilaven produqciis momxmare-

belze saqonlis warmomavlobis qveynis zegavlenas.

msoflioSi garkveuli qveynebi floben dadebiT imijs,

romelic aisaxeba produqciis marketingzec. magali-

Tad, iaponia ganTqmulia maRalxarisxiani produqciis

warmoebiT, xolo italiuri produqcia iTvleba erT-

erTi yvelaze daxvewili dizainis mqone produqciad

mTel msoflioSi. eqsperimentis Sedegad gamovlinda

saintereso faqti: rodesac momxmareblebs Seatyobi-

nes, rom Timex-is saaTebi damzadebuli iyo ara germa-

niaSi, aramed pakistanSi, masze moTxovna Semcirda

TiTqmis 6%-iT, xolo rodesac igive eqsperimenti Caa-

tares saaTebis mwarmoebeli naklebad cnobili kompa-

niis Tempomx-is produqciis mimarT, maTze moTxovnis

sidide TiTqmis 70%-iT Semcirda. cxadia, sxva Tanabar

pirobebSi, gacilebiT martivia momxmareblebisaTvis

germaniaSi damzadebuli produqciis miyidva, vidre

pakistanSi damzadebuli produqciisa, gansakuTrebiT

maSin, rodesac am produqciis ukan ar dgas cnobili

savaWro marka. SeiZleba davaskvnaT, rom sawarmoo sim-

Zlavreebis ganTavsebis adgilis arCevisas kompaniam

aucileblad unda gaiTvaliswinos produqciis warmo-

mavlobis qveynis zegavlena produqciis Semdgom rea-

lizaciaze. erTi mxriv, rodesac kompania dainterese-

bulia Tavisi produqciis, rogorc maRalxarisxiani

nawarmis pozicirebiT saerTaSoriso bazarze, maSin

mas SeuZlia sawarmoo simZlavreebi ganalagos iaponi-

aSi an germaniaSi da ara pakistansa an indoneziaSi. me-

378

ore mxriv, rodesac kompania calsaxad dainteresebu-

lia ara produqciis maRali xarisxiT, aramed dabali

danaxarjebis miRweviT, maSin mas SeuZlia sawinaaRmde-

go arCevanis gakeTebac.

o momxmareblebTan pirdapiri kavSirebis SesaZleb-

loba — sawarmoo simZlavreebis ganTavsebis Sesaxeb

kompaniis gadawyvetilebaze gavlenas axdens produq-

ciis momxmareblebTan pirdapiri kavSirebis damyare-

bis SesaZleblobebis arseboba. kompaniebi, romlebsac

sWirdebaT pirdapiri kavSirebis damyareba konkretu-

li saqonlisa d momsaxurebis momxmareblebTan, cdi-

loben am produqciis sawarmoeblad simZlavreebi ga-

nalagon uSualod momxmareblebis, anu saboloo ga-

yidvebis adgilebis siaxloves. magaliTad, aSS-Si msu-

buqi mrewvelobis seqtorSi dominirebs azri, rom sxva

Tanabar pirobebSi, rac ufro popularobiT sargeb-

lobs produqcia, miT ufro unda moxdes misi warmoeba

saboloo gayidvebis adgilis siaxloves, raTa mwarmo-

ebelma SeZlos sabazro tendenciebze swrafi reagire-

ba. yoveli sezonis dasawyisSi cnobili univermaRebis

Macy’s, Nordstrom’s da Sak’s Fifth Avenue qalTa sportuli

tansacmlis Sesyidvebis menejerebi yuradRebiT adev-

neben Tval-yurs, Tu romeli saxeobis produqciazea

gansakuTrebiT didi moTxovna, Sesabamisad, qmnian am

saxeobis produqciis sezonur maragebs, radganac ase-

Ti `sezonebi~, mxolod ori-sami TviT grZeldeba da

amave dros kompaniebs uWirT zusti prognozis gake-

Teba, Tu ras SeiZenen danarCeni momxmareblebi. aSS-Si

ganTavsebuli mwarmoeblebisaTvis ufro advilia aq-

centi gaakeTon swored moduri sportuli tansac-

mlis warmoebaze, vidre taivanuri an indoneziuri

kompaniebisaTvis. Sesabamisad, produqcia, romelic

ar miekuTvneba modurs, misi warmoeba ZiriTadad xor-

cieldeba aSS-is farglebs gareT, iq, sadac warmoebis

xarjebi minimaluria.

379

o samTavrobo politika. kompaniebis mxridan sawarmoo

simZlavreebis ganTavsebis Sesaxeb gadawyvetilebis

miRebaSi mniSvnelovan rols TamaSobs qveynis poli-

tikuri procesebis stabiluroba, erovnuli savaWro

politika, ekonomikis ganviTarebis stimulebis da Ta-

visufali ekonomikuri zonebis arseboba.

o politikuri procesebis stabiluroba. garkveulwi-

lad ganapirobebs kompaniebis gadawyvetilebas sawar-

moo simZlavreebisa da investiciebis ganTavsebis ad-

gilis arCevisas. rodesac qveyanaSi xSirad xdeba

cvlilebebi monetarul da fiskalur politikaSi, Se-

sabamisad, izrdeba am qveyanaSi muSaobis riski. gansa-

kuTrebiT xSirad saerTaSoriso kompaniebi awydebian

cvlilebebs sagadasaxado ganakveTebSi, valutis kur-

sebSi, inflaciasa da SromiT kanonmdeblobaSi.

o erovnuli savaWro politikam SeiZleba gavlena mo-

axdinos kompaniebis gadawyvetilebaze sawarmoo sim-

Zlavreebis ganTavsebis Sesaxeb. produqciis momxma-

reblebTan siaxlovisa da pirdapiri momsaxurebis

mizniT kompaniebi zogjer iZulebuli xdebian sawar-

moo simZlavreebi ganaTavson iseT qveynebSi, sadac

arsebobs sxvadasxva savaWro barierebi da maRali sa-

gadasaxado tarifebi. magaliTad, Toyota-m, Nissan-ma da Mazda-m TavianTi qarxnebi aages aSS-Si imisTvis, rom

Tavidan aecilebinaT aSS-Si iaponiidan avtomobile-

bis eqsportze mTavrobis mier dawesebuli SezRudve-

bi. analogiurad, Hewlett-Packard-ma personaluri kompi-

uterebis mwarmoebeli qarxana ganaTavsa san-pauloSi,

raTa Tavidan aecilebina importze braziliaSi arse-

buli SezRudvebi.

o ekonomikis ganviTarebis stimulebi. qveynebi, rom-

lebsac surT axali samuSao adgilebis Seqmna da eko-

nomikuri zrdis dafiqsireba, cdiloben sxvadasxva

ekonomikuri stimulebisa da SeRavaTebis gamoyenebiT

moizidon ucxouri kapitali. magaliTad, safrangeTis

380

mTavrobam The Walt Disney Company-s dabal fasad mihyi-

da parizis maxloblad mdebare teritoria disneilen-

dis mSeneblobisTvis. aSS-is mTavrobam misisipis

StatSi Nissan-is 800 milioniani qarxnis mSeneblobi-

saTvis iaponur kompanias stimulirebis mizniT 295

mln aSS. dolari SesTavaza.

o Tavisufali ekonomikuri zona erovnuli ekonomiku-

ri sivrcis gancalkevebul nawils warmoadgens, sadac,

gansxvavebiT qveynis danarCeni teritoriisa vrcel-

deba sxvadasxva saxis SeRavaTebi da stimulebi. ganas-

xvaveben Tavisufali ekonomikuri zonebis sxvadasxva

modifikaciebs: sabaJo, savaWro, samrewvelo-sawar-

moo, samecniero-teqnikuri da servisuli zonebi. Ta-

visufali sabaJo zona gulisxmobs tranzituli, kon-

signaciuri da sxva tipis Tavisufali sawyobebis arse-

bobas, romelSic saqoneli qveyanaSi moqmedi kanon-

mdeblosagan gansxvavebul reJimSi daibegreba. Tavi-

sufali savaWro zona warmoadgens SezRuduli teri-

toris mqone ubans, sadac sxvadasxva savaWro operaci-

ebi SeRavaTian reJimSi xorcieldeba. aseTi tipis zo-

nebs miekuTvneba e.w. ,,Duty Free~-is tipis maRaziebi da

saxelmwifoTaSorisi SeTanxmebebi konkretul teri-

toriaze SeRavaTian reJimSi vaWrobis Sesaxeb. samrew-

velo-sawarmoo zona eqsportisaTvis da importisaT-

vis gankuTvnili produqciis warmoebis stimulirebis

mizniT iqmneba. samecniero-teqnikuri zona orienti-

rebulia auxlesi teqnologiebis ganviTarebasa da

mecnierebatevadi produqciis warmoebaze. rogorc

wesi, aq Tavmoyrilia mniSvnelovani samecniero-teqni-

kuri da sainJinro potenciali, magaliTad e.w. `sili-

konis velSi~. servisuli momsaxurebis zona gulis-

xmobs sxvadasxva saxis momsaxurebaze SeRavaTiani re-

Jimebis dawesebas. kompanias SeuZlia, Tavisi specifi-

kuri miznebidan gamomdinare, ganaTavsos sawarmoo

simZlavreebi romelime Tavisufal zonaSi. magaliTad,

381

aSS-is qalaq hiustonSi moqmedebs Tavisufali sabaJo

zona, romelsac avtomwarmobeli kompaniebi iyeneben

aSS-s farglebs gareT warmoebuli avtomobilebis Se-

sanaxad. kompania Toyota da Nissan iyenebs hiustonis Ta-

visufal sabaJo zonas CrdiloeT amerikis samxreT na-

wilSi, karibis auzis qveynebsa da meqsikaSi gasayidad

gankuTvnili sakuTari avtomobilebis miwodebisaTvis.

Tavisufali ekonomikuri zonebisadmi SemoqmedebiTi

xasiaTis midgoma kompaniebs saSualebas aZlevs maqsi-

malurad Seamciron xarjebi.

o organizaciuli sakiTxebi. sawarmoo simZlavreebis

ganTavsebis adgilis Sesaxeb kompaniis gadawyvetileba-

ze SeiZleba gavlena iqonios saerTaSoriso kompaniis

mier arCeulma biznesis strategiam, organizaciulma

struqturam da maragebis marTvis politikam. ganasxva-

veben biznesis strategiis Semdeg saxeebs: warmoebis

diferenciaciis, danaxarjebSi liderobis da sabazro

segmentze fokusirebis strategia. arCeuli biznesis

strategiis Sesabamisad kompania iRebs gadawyvetilebs

sawarmoo simZlavreebis ganTavsebis adgilis Sesaxeb.

roca kompania irCevs danaxarjebSi liderobis strate-

gias, maSin igi ecdeba sawarmoo simZlavreebi ganaTav-

sos iseT adgilebSi, sadac SeZlebs warmoebisaTvis sa-

Wiro resursebis iaf fasebSi mopovebas. xolo rode-

sac kompania orientirebulia produqciis umaRles xa-

risxze, maSin igi Seecdeba moZebnos adekvaturi xaris-

xis resursebis mqone qveyana da iq ganalagos Tavisi sa-

warmoo simZlavreebi. rodesac kompania iyenebs dife-

renciaciis strategias, organizaciuli miznebidan ga-

momdinare, SeuZlia sawarmoo simZlavreebi ganalagos

geografiuli niSnis mixedviT da uzrunvelyos dasaxu-

li miznebis miRweva. magaliTad, kompanias Benetton mTe-

li sawarmoo simZlavreebi Tavmoyrili aqvs italiaSi,

rac saSualebas aZlevs mkacrad akontrolos produq-

ciis dizaini da xarisxi. zogierTi kompania, strategi-

382

uli miznebidan gamomdinare, sawarmoo simZlavreebis

gadanawilebas sxvadasxva qveynebSi axdens. aseTi mid-

gomiT xelmZRvanelobs eleqtronikis mwarmoebelTa

umravlesoba. magaliTad, Intel-s gaaCnia sawarmoo qar-

xnebi irlandiaSi, puerto-rikoSi, israelSi, malaizia-

sa da filipinebze. es saSualebas aZlevs kompanias,

isargeblos am qveynebSi arsebuli SedarebiT iafi re-

sursebiT. garda, amisa, am adgilebidan SedarebiT advi-

li da iafia msoflio bazrebze produqciis miwodeba.

sawarmoo simZlavreebis sxvadasxva adgilebze gadana-

wilebam, SeiZleba kompania daicvas adgilobrivi erov-

nuli valutis kursis meryeobis zegavlenisagan. sawar-

moo simZlavreebis ganlagebaze gavlenas axdens kompa-

niis organizaciuli struqturac. kompaniebma saerTa-

Soriso operaciebis mosalodnel gafarToebasTan er-

Tad unda izrunon Sesabamisi organizaciuli struq-

turis formirebaze. kompaniebma organizaciuli

struqturis meSveobiT unda gansazRvron filialebis

statusi da uzrunvelyon strategiuli miznebis gan-

xorcieleba. kompaniebis organizaciuli struqtura

SesaZlebelia klasificirdes sasaqonlo, funqciuri

da geografiuli niSnebis mixedviT. magaliTad, Tavis

droze kompania Ford Sedgeboda sami teritoriuli

jgufisagan: CrdiloeT amerikuli, evropuli da azia-

wynari okeanis. am regionebidan praqtikulad ar xdebo-

da avtomobilebis eqsporti, radgan sawarmoebi TiToe-

ul regionSi yuradRebas amaxvilebdnen mxolod Tavi-

anT regionSi arsebuli moTxovnis dakmayofilebaze.

SemdgomSi, kompaniam uari Tqva am organizaciul

struqturaze, radgan CaTvala, rom msgavsi organiza-

ciuli struqtura xels uSlida misi saavtomobilo

warmoebis WeSmarit globalizacias da gadavida sasa-

qonlo niSniT organizebul struqturaze. sawarmoo

simZlavreebis ganlagebis Sesaxeb gadawyvetileba da-

mokidebulia, agreTve, kompaniis maragebis marTvis po-

383

litikaze. operaciaTa menejeris winaSe arsebul amo-

canebs Soris erT-erTi mniSvnelovani amocanaa sawar-

mos maragebis marTva. operaciaTa menejerebma unda

uzrunvelyon mza produqciis da/an masalebis marage-

bis SenarCunebaze saWiro danaxarjebis da maragebis

mosalodneli danakargebis dabalanseba. maragebis Se-

narCunebis danaxarjebs miekuTvneba: maragebis Senax-

vis xarjebi, da maragebis dazianebis, gafuWebis an da-

kargvis xarjebi. maragebis done, romelic unda Seinar-

Cunos kompaniam, damokidebulia sawarmoo simZlavree-

bis mdebareobaze, radgan sxvadasxva manZilze saWiro

masalebis miwodeba gansxavavebul dros moiTxovs. ma-

galiTad, Tu kompania Wal-Mart yidulobs televizo-

rebs taivanSi, aSS-is bazarze gasayidad, maSin am saqon-

lis maragebis moculoba iqneba ufro meti, vidre igive

televizorebis SeZena meqsikaSi rom momxdariyo. sa-

warmoo simZlavreebis ganTavseba gansakuTrebul mniS-

vnelobas iZens maSin, rodesac kompaniaSi gamoiyeneba

maragebis marTvis sistema just-in-time (JIT, ,,zustad dro-

Si~). aseTi midgomis dros kompaniis mimwodeblebi Ta-

vianTi produqciis miwodebas axdenen uSualod sawar-

moo centrSi, rogorc wesi, xSiri da mcire partiebiT,

romelic zustad Seesabameba sawarmoo moTxovnaTa mo-

culobas. JIT sistema moiTxovs kompaniasa da mis Siga

da gare mimwodeblebs Soris urTierTobebis maRal

doneze koordinacias. grZelvadiani dakveTebis Sem-

TxvevaSi mimwodeblebi cdiloben TavianTi sawarmoo

simZlavreebi ganaTavson momxmarebelTan axlos, raTa

zedmeti xarjebis gareSe daakmayofilon miwodebis ra-

odenoba da vadebi. magaliTad, saavtomobilo detale-

bis mravali mwarmoebeli, rogorebic arian TRW Steering Systems, Eagle-Picher da Rbseal, ganTavsebulia uelsSi in-

glisis centraluri nawilisgan dasavleTiT, raTa

ukeT moemsaxuron iseT msxvil SemkveTebs, rogorebic

arian Jaguar da Range Rover.

384

12.6. saerTaSoriso logistika da

maragebis marTva

saerTaSoriso kompaniis sawarmoo simZlavreebis

adgilmdebareobis miuxedavad, operaciaTa menejerebis

winaSe yovelTvis dgas logistikis sakiTxebi. saerTaSo-

riso logistika moicavs sxvadasxva saxis resursebis mim-

wodeblebidan kompaniisaken, kompaniis struqturul qve-

danayofebs Soris da kompaniidan momxmareblebisaken mza

saqonlisa da momsaxurebis nakadebis marTvas. saqmiano-

bis pirvel or saxes maragebis marTva, xolo saqmianobis

mesame saxeobas saqonlisa da momsaxurebis distribucia

ewodeba. es ukanaskneli warmoadgens marketingis er-

TerT funqcias, xolo maragebis marTva operaciaTa me-

nejmentis Seswavlis sagania. maragebis marTva, rogorc

qveynis SigniT, aseve saerTaSoriso doneze, SeiZleba da-

xasiaTdes sami ZiriTadi faqtoriT. pirveli — rogorc

wesi, miwodebis manZilebi gacilebiT didia maragebis sa-

erTaSoriso marTvis SemTxvevaSi, vidre maragebis Siga

marTvis dros. yvelaze did qveynebSic ki masalebis miwo-

debis manZili iSviaTad aRemateba ramdenime aTas mils,

xolo umravles SemTxvevaSi daSoreba bevrad naklebia.

meore — sabaziso gansxvaveba maragebis Siga da saerTaSo-

riso marTvas Soris mdgomareobs maragebis transporti-

rebis saSualebebis mravalferovnebaSi. erTi qveynis mas-

StabiT maragebis miwodeba xSirad xorcieldeba erTi sa-

xis satransporto saSualebebiT, magaliTad, saavtomobi-

lo an sarkinigzo transportiT, magram maragebis miwode-

ba qveynebs Soris, gansakuTrebiT Sor manZilze, TiTqmis

yovelTvis moiTxovs erTdroulad ramdenime saxis sat-

ransporto saSualebis gamoyenebas. magaliTad, maragebis

miwodeba aSS-dan germaniaSi SeiZleba ganxorcieldes,

rogorc sazRvao, sarkinigzo, sahaero da saavtomobilo

transportis, aseve, multimodaluri gadazidvebis gamo-

yenebiT. multimodaluri gadazidvebis sistema erTdro-

385

ulad ramdenime saxis satransporto saSualebis Tanmim-

devrul (kombinirebul) gamoyenebas gulisxmobs. qarTu-

li kanonmdeblobiT multimodaluri gadazidva aris —

,,gadazidvebi, romlebic xorcieldeba erTi gadazidvis

xelSekrulebis safuZvelze, aranakleb ori saxeobis sat-

ransporto saSualebaTa da erTiani satransporto doku-

mentiT (gadazidvebi erTmaneTis mimdevari gadamzidve-

lebis mier)~50. multimodaluri gadazidvebi gamoirCeva

rigi upiratesobebiT, kerZod: mcirdeba gadazidvis dro

da tvirTis dakargvis an dazianebis riski; mcirdeba gada-

zidvebisas saWiro dokumentaciisa da formalobebis

ricxvi; izrdeba kompaniebis konkurentunarianoba sa-

erTaSoriso bazrebze da sxva. multimodaluri gadazid-

vebis efeqtianoba gansakuTrebiT izrdeba sakonteinero

gadazidvebis gamoyenebis dros. sakonteinero gadazid-

vebi maRali efeqtianobis gamo faqtobrivad Seucvlelia

tvirTebis transkontinenturi gadazi-dvebis ganxorcie-

lebisas. misi gamoyeneba saSualebas iZleva Semcirdes

tvirTebis gadazidvasTan, Senaxvasa da tranzitTan da-

kavSirebuli xarjebi. magaliTad, sazRvao transportiT

sakonteinero gadazidvebi importiori da eqsportiori

qveynebisTvis tvirTbrunvis mniSvnelovan nawils Sead-

gens da faqtobrivad Seucvlelia aziisa da amerikis qvey-

nebidan sxva kontinentebze (an piriqiT) tvirTebis gada-

zidvisas51. mesame — maragebis saerTaSoriso marTvis sa-

marTlebrivi garemo gacilebiT rTulia, vidre maragebis

Siga marTvis samarTlebrivi garemo. qveynebis umravle-

soba Siga satransporto sistemebis funqcionirebas are-

gulirebs mravali komponentiT, maT Soris: gadazidvis

tarifebi, usafrTxoebis normebi, satranzito moTxovne-

bi da a.S. rodesac maragebis miwodeba xdeba ramdenime

qveynis teritoriis gavliT, saWiroa am qveynebSi moqmedi

50 saqarTvelos kanoni ,,saqarTvelos sarkinigzo kodeqsi~, muxli2,

punqti f, Tb., 2002 w. 51 http://wex.ge/ - gadamzidavi kompania

386

tvirTebis transportirebis yvela normebis dacva. maga-

liTad, 1975 wlis 5 ivliss Sveicariis qalaq JenevaSi xel-

mowerili iqna `tvirTebis saerTaSoriso gadazidvebis

konvencia~, romelic gamoiyeneba ,,satransporto saSua-

lebebiT tvirTebis fasiani (anazRaurebadi) sagzao gada-

zidvebis Sesaxeb nebismieri xelSekrulebis mimarT, ro-

desac tvirTis miRebisa da mitanis adgilebi, romlebic

miTiTebulia xelSekrulebaSi, mdebareobs or sxvadasxva

qveyanaSi, romelTagan erT-erTi mainc am konvenciis mo-

nawilea, miuxedavad xelSekrulebis registraciis adgi-

lis da erovnulobisa~52. aRniSnul konvencias saqarTve-

lo 1999 wels miuerTda (saqarTvelos parlamentis 1999

wlis 22 ivlisis # 2289 dadgenileba). 1972 wels miRebu-

li iqna `konteinerebTan dakavSirebuli sabaJo konven-

cia~, romelic gamoxatavs konvenciis xelmomweri mxaree-

bis survils gaafarToon da Seamsubuqon saerTaSoriso

sakonteinero gadazidvebi. aRniSnuli konvencias saqar-

Tvelo 1999 wels miuerTda (saqarTvelos parlamentis

1999 wlis 16 aprilis # 1907 dadgenileba). 1998 wlis seq-

temberSi azerbaijanis respublikis q. baqoSi azerbaija-

nis, moldovas, somxeTis, rumineTis, bulgareTis, taji-

keTis, saqarTvelos, TurqeTis, yazaxeTis, uzbekeTis,

yirgizeTis da ukrainis mier xeli moewera SeTanxme-

bas ,,TRACEC—s derefanSi multimo-daluri gadazidve-

bis ganviTarebis Sesaxeb“. aRniSnuli SeTanxmeba ,,aregu-

lirebs urTierTobas satransporto organizaciebs,

multimodaluri gadazidvebis opera-torebs, tvirTgam-

gzavnebs, tvirTmimRebebs, sxva fizikur da iuridiul pi-

rebs Soris, romlebic multimodaluri gadazidvebis

Sesrulebis dros tvirTmflobelis saxeliT gamodian,

gansazRvravs gadazidvis TiToeuli monawilis uflebebs,

52 www.parliament.ge – saqarTvelos parlamenti, tvirTebis saerTaSori-

so sagzao gadazidvebis konvencia, muxli 1, Jeneva 1975 wlis 5 ivlisi.

387

valdebulebebs da pasuxismgeblobas~53. aRsaniSnavia, rom

garda zemoTaRniSnuli SeTanxmebebisa, kidev arsebobs

sxvadasxva saxis savaWro—ekonomikuri SeTanxmebebi, rac

garkveulwilad amartivebs tvirTebis gadaadgilebas sa-

erTaSoriso masStabebiT, Tumca tvirTebis saerTaSori-

so masStabebiT gadatana dRemde rCeba erT-erT biurok-

ratiuli meqanizmebiT gajerebul procedurad.

maragebis nakadebis marTva saerTaSoriso masStabiT

erTi SexedviT martivi proceduraa, Tumca am dros ne-

bismierma detalma SeiZleba gadamwyveti roli Seasru-

los maragebis warmatebiT transportirebis saqmeSi.

erT-erT aseT detals warmoadgens erTi SexedviT sru-

liad umniSvnelo, sinamdvileSi ki saerTaSoriso logis-

tikis erT-erT ZiriTadi problema — masalis da produq-

ciis SefuTva, rac icavs saqonels transportirebis

dros, amartivebs masTan mopyrobas, xels uwyobs daniS-

nulebis adgilebSi mza produqciis miwodebasa da/an ga-

yidvas. saerTaSoriso miwodebisas saqonlis SefuTvis mi-

marT misaRebi gadawyvetilebebi miT ufro rTuldeba,

rac ufro meti transportirebis xerxebis gamoyeneba

igegmeba da gadasaadgilebel tvirTs uwevs sxvadasxva pi-

robebSi yofna saboloo daniSnulebis adgilamde. maga-

liTad, kaliforniaSi mdebare erT-erTi eleqtromowyo-

bilobis mwarmoebel kompanias sWirdeba Tavisi advilad-

mtvrevadi produqciis miwodeba saudis arabeTSi. pro-

duqciis transportireba unda moxdes Tavdapirvelad

satvirTo avtomobilebiT sarkinigzo transportamde,

xolo Semdeg rkinigziT gemamde, romelic tvirTs gadai-

tans saudis arabeTSi. cxadia, gzis TiToeuli monakveTi

xasiaTdeba sxvadasxva hidro-klimaturi Taviseburebe-

biT (haeris tenianoba, temperatura, mtveri da sxva). gar-

da amisa, TiToeul punqtSi tvirTis CatvirTvisa da gad-

53 www.parliament.ge – saqarTvelos parlamenti, TRACEC—s derefanSi

multomodaluri gadazidvebis ganviTarebis Sesaxeb , muxli 1, baqo,

1998 weli.

388

motvirTvis dros produqcias gansxvavebulad SeiZleba

moekidon: sadRac delikaturad, sadRac ki uxeSad, rac

faqtobrivad saqonlis SefuTvas sakmaod maRal moTxov-

nebs uyenebs. amasTan, gansakuTrebuli mniSvneloba Se-

fuTvis masas eniWeba, radgan gadasatani saqonlis saerTo

masa mniSvnelovnad ganapirobebs misi transportirebis

xarjebis sidides rogorc gamyidvelis, aseve myidveli-

sTvis.

zemoTaRniSnulidan gamomdinare, cxadia, logisti-

kurma aspeqtebma SeiZleba gadamwyveti roli iTamaSos

kompaniis gadawyvetilebaSi, Tu sad ganaTavsos Tavisi sa-

warmoo simZlavreebi. sawarmoo simZlavreebis sakuTar

qveyanaSi ganTavsebam SeiZleba, erTi mxriv, uzrunvelyos

ufro dabali sawarmoo danaxarjebi, vidre sazRvarga-

reT ganTavsebam, magram, meore mxriv, kompaniam aseve un-

da aRricxos maragebis marTvis danaxarjebi qveynis Sig-

niTac. produqciis sawyobSi moTavsebis, SefuTvis, tran-

sportirebis, distribuciis, agreTve, sakuTari marage-

bis SenarCunebisa da ucxoeli myidvelebis xarjebi. ro-

gorc wesi, eqsportis SemTxvevaSi aseTi xarjebi ufro ma-

Ralia, vidre adgilobrivi warmoebis SemTxvevaSi. finan-

suri aspeqtebis garda, arsebobs, agreTve sxva logikuri

mosazrebebi. radgan eqsportis SemTxvevaSi kompanias saq-

me aqvs miwodebis ufro grZel jaWvTan da awydeba mome-

tebul sirTuleebs, ucxoel myidvelebTan urTierToba-

Si is valdebulia Tval-yuri adevnos konkurentunariani

donis servisis uzrunvelyofas.

cxadia, msoflio ekonomikis globalizaciis Seuq-

cevadi procesi mxolod aZlierebs saerTaSoriso logis-

tikis mniSvnelobas Tanamedrove pirobebSi. globaliza-

ciis procesebi iqneboda naklebad masStaburi da neli,

rom ara mkveTri cvlilebebi sainformacio teqnologie-

bis sferoSi. Tanamedrove sainformqcio teqnologiebi

mniSvnelovan rols TamaSoben kompaniebis warmatebaSi,

iZlevian ra logistikur saqmianobaSi Tanamedrove teq-

389

nologiuri miRwevebis drouli gamoyenebis SesaZleblo-

bebs, rac kompaniebs saSualebas aZlevs gazardos mwarmo-

ebluroba da gaaumjobesos momxmarebelTa momsaxurebis

xarisxi. kompaniebSi, romlebic agresiulad iyeneben axal

novatorul sainformacio teqnologiebs, zrdian sawar-

moo operaciebis efeqtianobas, kerZod danaxarjebis

ekonomiam SeiZleba miaRwios udides masStabs. magaliTad,

koncerni Volkswagen Tvlis, rom yvela Siga da gare tran-

zaqciaSi monacemTa eleqtronuli gacvlis sistemis da-

nergva saSualebas miscems mas 1%-iT Seamciros saerTo

xarjebi.

Tanamedrove sainformacio teqnologiebis saSua-

lebiT kompaniebs saSualeba eZleva gaanalizon miwode-

bis mTeli jaWvi da ara mxolod misi calkeuli elementi

da akontrolon kompaniis produqtiulobisa da efeqtia-

nobis amaRlebis SesaZlo gzebi. magaliTad, sainforma-

cio teqnologiebis sistema ,,Kay – Bee~ Toy Stores-Si Tval-

yurs adevnebs gayidvaTa moculobas kompaniis 1300 saca-

lo maRaziaSi da maragTa odenobebs mis gamanawilebel

centrebSi. rodesac popularuli saqonlis ,,Sony Playstation 2~ maragi ileva, sistema avtomaturad agzavnis

Setyobinebas maragebis gamanawilebel centrSi da avto-

maturad egzavneba SekveTa mwarmoeblebs. sainformacio

teqnologiebis SemoqmedebiTi gamoyenebis wyalobiT kom-

paniebi zrdian ara marto mwarmoeblurobas, aramed myid-

velTa dakmayofilebis donesac. sainformacio teqnolo-

giebis gamoyenebas gaaCnia sxva upiratesobebic. investi-

ciebi sainformacio teqnologiebSi SeiZleba gamovides

sasawyobe farTobebisa da maragebis gazrdisaTvis saWi-

ro investiciebis alternativebis saxiT. es ra Tqma, unda

amcirebs kompaniis kapitalur danaxarjebs da zrdis aq-

tivebis ukugebas. garda amisa, sainformacio teqnologi-

ebi exmareba kompaniebs Tval-yuri adevnon dasaxuli

strategiuli miznebis miRwevis procesebs.

390

12.7. efeqtianobis marTva saerTaSoriso

kompaniaSi

saerTaSoriso kompaniebSi operaciaTa menejmentis

sakvanZo problema efeqtianobis miRwevaa. efeqtianoba

kompaniis gamarTuli funqcionirebis erT-erTi indika-

toria. igi ganisazRvreba kompaniis mier gamoSvebuli

produqciis saerTo Rirebulebis SefardebiT am pro-

duqciis gamoSvebisaTvis saWiro resursebis saerTo Ri-

rebulebasTan. efeqtianoba, erTi mxriv, xels uwyobs

kompaniis funqcionirebis Sedegebis amaRlebas, xolo,

meore mxriv, calkeuli kompaniebis efeqtianobaze damo-

kidebulia qveynaSi cxovrebis done. Tu qveyanaSi momuSa-

ve kompaniebi funqcionireben efeqtianad, Sesabamisad, am

qveynis moqalaqeebs SesTavazeben meti raodenobisa da

maRali xarisxis produqcias. amasTan, kompaniebs uCnde-

baT SesaZlebloba, ganaxorcielon produqciis eqsporti

qveynis sazRvrebs gareT, ramac damatebiTi Semosavali

unda moutanos rogorc kompanias, aseve, qveyanas, sadac

iwarmoeba produqcia. kompaniis funqcionirebis efeq-

tianobis gaangariSebisaTvis gamoiyeneba maCvenebelTa

sistema, romelTagan ZiriTadia: kapitalukugeba, kapi-

taltevadoba, Sromis nayofiereba, Sromatevadoba da a.S.

kapitalukugeba gviCvenebs qveynis erovnuli valu-

tis erTi erTeulis kapitalze ra raodenobis produqcia

iwarmoeba da iangariSeba:

produqciis raodenoba/kapitalis raodenoba (1)

kapitaltevadoba gviCvenebs qveynis erovnuli va-

lutis erTi erTeulis Rirebulebis produqciaze ra ra-

odenobis kapitalia daxarjuli da iangariSeba:

kapitalis raodenoba/produqciis raodenoba (2)

391

Sromis nayofiereba gviCvenebs yoveli daxarjuli

cocxali Sromis erTeulze ra raodenobis produqcia

iwarmoeba da iangariSeba:

produqciis raodenoba/daxarjuli cocxali Sroma (3)

Sromatevadoba gviCvenebs warmoebuli produqciis

yovel erTeulze ra raodenobis cocxali Sromaa daxar-

juli da iangariSeba:

daxarjuli cocxali Sroma / produqciis raodenoba (4)

miuxedavad imisa, kompaniis saqmianoba cdeba Tu ara

qveynis masStabs, maTi ZiriTadi mizani efeqtianobis mud-

mivi zrdaa. kompaniebi iyeneben efeqtianobis zrdis ram-

denime zogad midgomas: danaxarjebis zrda samecniero

kvlevebsa da sacdel-sakonstruqtoro samuSaoebze; kom-

paniis sawarmoo operaciebis srulyofa da personalis

motivaciis zrda.

danaxarjebis zrda samecniero kvlevebsa da sac-

del-sakonstruqtoro samuSaoebze — aRniSnuli tipis sa-

muSaobze danaxarjebis zrda xSirad warmoadgens amosa-

val wertils kompaniisaTvis efeqtianobis asamaRleblad.

kompaniebs SesaZlebloba eZlevaT Seqmnan axali produq-

tebi, daamuSaon produqciis warmoebis axali teqnologi-

ebi, Seamciron produqciis TviTRirebuleba da konku-

rentebTan SedarebiT moipovon upiratesoba. cnobilia,

rom amerikuli kompaniebi samecniero kvlevebsa da sac-

del-sakonstruqtoro samuSaoebze xarjaven saSualod

ufro mets, vidre maTi ucxoeli konkurentebi, Tumca

mxolod es faqtori ver uzrunvelyofs amerikuli kompa-

niebis upirobo liderobas msoflio bazarze. efeqtiano-

bis zrdis Semdeg mniSvnelovan midgomas warmoadgens

kompaniis sawarmoo operaciebis srulyofa. kompaniebi

gamudmebiT zrunaven sawarmoo mowyobilobebis ganaxle-

392

baze, axali teqnologiebis danergvaze, calkeuli sawar-

moo operaciebis avtomatizaciasa da muSakebis gadamza-

debaze. am kuTxiT msoflioSi gansakuTrebul warmate-

bebs iaponurma kompaniebma miaRwies. isini warmatebiT

iyeneben maragebisa da warmoebis marTvis Tanamedrove

sistemebs, mudmivad axorcieleben kapitalur dabande-

bebs inovaciur teqnologiebSi, rac xels uwyobs kompani-

is efeqtianobis amaRlebas. sawarmoo operaciebis srul-

yofas amerikuli kompaniebic gansakuTrebul yuradRe-

bas aqceven. magaliTad, Tu adre kompania General Electric-s

sWirdeboda sami kvira imisTvis, rom Seesrulebina Sekve-

Ta samrewvelo daniSnulebis eleqtrogamomrTveli av-

tomatebis damzadebaze, dReisaTvis igi aseT SekveTas

axali teqnologiebis danergvis xarjze mxolod sam dRes

andomebs.

dabolos, kompaniis efeqtianobaze did gavlenas ax-

dens personalis motivaciis zrda. dasaqmebuli muSake-

bis motivaciis gazrda Cveulebriv mravali xerxiT xor-

cieldeba. gansakuTrebiT xSirad kompaniebi iyeneben mu-

Sakebis marTvaSi CarTvisa da gunduris marTvis princi-

pebs. rodesac kompaniis menejerebi marTvis procesSi

rTaven kompaniaSi dasaqmebul muSakebs, izrdeba maTi mo-

tivaciis done, rac xels uwyobs kompaniis miznebis gan-

xorcielebas. gunduri marTvis gamoyeneba kompaniebs sa-

Sualebas aZlevs Seiqmnas calkeuli TviTregulirebadi

gundebi, romlebsac garkveuli damoukidebloba eniWe-

baT avtonomiuri gadawyvetilebebis miRebis dros. gun-

duri marTvis principebi pirvelad gamoyenebul iqna Se-

vedeTsa da didi britaneTSi, xolo Semdeg am meTodma

srulyofa ganicada iaponuri marTvis sistemaSi da dRei-

saTvis aqtiurad gamoiyeneba mTel msoflioSi. magali-

Tad, rodesac aviakompania Lufthansa-m aRmoaCina, rom zed-

nadebi xarjebi imdenad didi iyo, rom kompaniis konku-

rentuanarianobis SenarCuneba faqtobrivad SeuZlebeli

iqneboda, gadawyvita xelfasebi Seemcirebina mxolod

393

germaneli muSakebisaTvis, Tumca am saqmeSi xelis Sem-

Slel faqtorad adgilobrivi profkavSiris ori organi-

zacia uSlida xels. amitom kompaniam daiwyo intensiuri

Sexvedrebi profkavSirebis warmomadgenlebTan da ma-

TTan erTad SeimuSava Sromis anazRaurebis Semcirebis

efeqtiani gzebi germaneli muSakebisaTvis, rac ar gulis-

xmobda muSakebis intensiur daTxovnas. erToblivi Za-

lisxmeva mimarTul iqna mxolod zedmeti Sromis likvi-

daciisa da personalis pensiaze daCqarebulad gasvlis

meqanizmebis gamoyenebiT personalis raodenobis Semci-

rebisaken.

12.8. xarisxis marTva saerTaSoriso kompaniaSi

saerTaSoriso operaciuli menejmentis erT-erT

amocanas kompaniis mier gamoSvebuli produqciis maRali

xarisxis SenarCuneba da misi amaRleba warmoadgens. Tana-

medrove pirobebSi produqciis xarisxi iqca kompaniebis

xelSi konkurentuli brZolis umTavres saSualebad, ra-

mac Sesabamisi asaxva hpova kompaniebis ganviTarebis

strategiebSi. standartizaciis saerTaSoriso organiza-

ciis (ISO-International Organization for Standardization, daarsda

1947 wlis 23 Tebervals, Stab bina mdebareobs Seveicaria-

Si, q. Jeneva) Tanaxmad produqciis xarisxi aris: produq-

ciis Tvisebebisa da maxasiaTeblebis is erToblioba, ro-

melic gansazRvravs produqciis unars, daakmayofilos

momxmareblebis gansazRvruli moTxovnilebebi. ISO-is

standartebi xels uwyobs biznesis ganviTarebas, vinaidan

maTi meSveobiT: saqonlisa da momsaxurebis warmoeba da

miwodeba ufro efeqtiani, usafrTxo da ekologiurad

sufTa xdeba; izrdeba produqciis saeqsporto potencia-

li; saxelmwifos eZleva teqnikuri safuZvlebi janmrTe-

lobis, usafrTxoebisa da garemos dacvis kanonmdeblo-

bis misaRebad da saerTaSoriso moTxovnebTan mis Sesada-

394

reblad; xdeba teqnologiuri miRwevebis, menejmentis

Tanamedrove teqnologiebis gaziareba da momxmarebelTa

uflebebis dacva. biznesisTvis saerTaSoriso standar-

tebis farTod gavrceleba niSnavs imas, rom mwarmoebels

SeuZlia SeimuSaos da momxmarebels SesTavazos iseTi sa-

qoneli da momsaxureba, romelic Seesabameba saerTaSo-

riso standartebiT aRiarebul moTxovnebs. Sesabamisad,

saerTaSoriso standartebis safuZvelze momuSave bizne-

si bevrad ufro konkurentunariani xdeba saerTaSoriso

bazrebze.

ISO-s standartebi momxmareblebisaTvis kompaniis

ndobasTan asocirdeba, radgan momxmarebelma icis, rom

is kompania, romelic ISO standartis sertifikatis

mflobelia, umaRlesi xarisxis produqcias awarmoebs.

xarisxis sertifikatis miniWebamde kompaniaSi winasaser-

tifikacio samuSaoebi tardeba. winasasertifikacio sa-

muSaoebis dros, upirvelesad yuradReba eqceva kompani-

is teqnikur uzrunvelyofas, Tu ramdenad gamarTulia

kompaniaSi mimdinare sawarmoo da sxva saxis procesebi,

ramdenad akmayofilebs im teqnikur moTxovnebs, rasac ISO-is standarti iTxovs. kompaniis winasasertifikacio

samuSaoebi grZeldeba minimum sam-oTx Tves da damokide-

bulia kompaniis masStabebze, sawarmoo procesebis sir-

Tuleze da a.S. dReisaTvis wamyvani kompaniebi moiTxoven

TavianTi momwodeblebisagan ISO-is standartebTan Sesa-

bamisobis dadasturebas da mas Semdeg aformeben xelSek-

rulebebs maTTan. ISO standartebi msoflios 140-ze met

qveyanaSi miRebulia rogorc erovnuli standarti, xolo

ukanasknel wlebSi standartizaciis saerTaSoriso or-

ganizaciis mier Sesabamisobis 400 aTasze meti sertifika-

tia gacemuli. ISO 9000 seriis standartebis koncefciis

gagrZelebas warmoadgens ISO 14000 seriis standartebi,

romelic moicavs garemos dacvis marTvis RonisZiebebs,

kompaniaTa saqmianobis ekologiur aspeqtebs. kerZod, es

standarti kompaniebisgan moiTxovs resursebis efeqtian

395

gamoyenebas, mavne sawarmoo gamonabolqvbze kontrolis

dawesebas da garemoze mavne zemoqmedebis Semcirebas.

produqciis xarisxis uzrunvelyofas sasicocxlo mniS-

vneloba aqvs kompaniebisaTvis, radgan swored xarisxi

warmoadgens mravali saerTaSoriso kompaniisaTvis kon-

kurenciuli brZolis mTavar iaraRs, kompaniebi, romle-

bic sargebloben xarisxis kuTxiT cudi reputaciiT, Za-

lian uWirT warmatebebis miRweva saerTaSoriso bazarze.

magaliTad, sam koreul kompanias _ Daewoo, Samsung da EG Group _ evropul bazarze gasvlisas hqonda garkveuli

sirTuleebi, radgan maTi produqcia ar aRiqmeba evrope-

li momxmareblebis mier iseTive xarisxianad, rogorc ev-

ropuli kompaniebis mier warmoebuli analogiuri pro-

duqcia. produqciis warmoSobis qveynis msgavsi sisuste-

ebi mniSvnelovan rols TamaSoben saerTaSoriso kompani-

ebis marketingis da sawarmoo simZlavreebis ganlagebas-

Tan dakavSirebul gadawyvetilebebze.

xarisxis udidesi mniSvnelobis gamo saerTaSoriso

kompaniebi aqtiurad iyeneben xarisxis sruli marTvis

sistemas (Total Quality Management, TQM). xarisxis sruli

marTvis sistema (TQM) — aris kompleqsuri Zalisxmeva

kompaniis yvela doneze, romelic mimarTulia maRalxa-

risxiani saqonlisa da momsaxurebis sawarmoeblad. xa-

risxis sruli marTvis sistema (TQM) scdeba kompaniis

sazRvrebs da moicavs resursebis momwodeblebis, pro-

duqciis ganawilebis sistemis da produqciis gayidvis-

Semdgomi momsaxurebis kontrols. xarisxis sruli mar-

Tvis sistemis (TQM) formireba iwyeba kompaniis marTvis

umaRles doneze, kompaniis topmenejerebi unda gamoxa-

tavdnen realur mzadyofnas produqciis xarisxis uwyve-

ti gaumjobesebisaTvis da gamoyofdnen saWiro resur-

sebs. kompaniaSi xarisxis totaluri marTvis sistemis da-

nergvis strategia eyrdnoba produqciis xarisxis gaum-

jobesebis oTx ZiriTad komponents. (ix. sqema 4)

396

sqema 4. xarisxis totaluri marTvis sistemis

ZiriTadi elementebi54

personalis monawileobas xarisxs sruli marTvis

sistemaSi gadamwyveti mniSvneloba gaaCnia. kompaniis Ti-

Toeuli muSaki unda monawileobdes xarisxis gaumjobe-

sebis dasaxuli miznebis ganxorcielebaSi, rac ganapiro-

bebs am miznebis ganxorcielebas. menejerebi iyeneben xa-

risxis kontrolis sam meTods personalis monawileobiT:

pirveli — kompaniaSi iqmneba kontrolis jgufi, romelic

warmoadgens adamianebis iseT jgufs, romelic iqmneba xa-

risxis kontrolisa da misi uwyveti Sefasebis mizniT. me-

ore — dasaqmebulebis asocireba saboloo produqtTan.

kompaniaSi iqmneba iseTi atmosfero, sadac, calkeuli da-

saqmebuli sakuTar Tavs aigivebs kompaniis maRalxarisxi-

an saboloo produqciasTan, rac maT garkveuli siamayis

gancdas sZens; mesame — produqciis maRali xarisxis miR-

wevisaTvis waxalisebis sistemis gamoyeneba; rodesac

kompania aRwevs da inarCunebs produqciis maRal xarisxs,

personali iRebs damatebiT anazRaurebas. maRalxarisxi-

ani masalebi da nedleuli warmoadgens kompaniis mier

warmoebuli produqciis maRali xarisxis miRwevis mniS-

vnelovan komponents. umravles SemTxvevaSi, umjobesia,

54 Р. Гриффин, М. Пастей, Mеждународный бизнес, Бизнес/Учебник, «Питер» 2006, c 869.

kompaniis

xarisxis

totaluri

marTvis

strategia

personalis

CarTva xarisxis

marTvaSi

maRalxarisxiani

masalebi da

nedleuli

Tanamedrove

teqnologiebi

Sromis

organizaciis

efeqtiani

meTodebi

397

kompaniam saerTod ar awarmoos produqcia, vidre awar-

moos iqnes cudi xarisxis produqcia, rac mniSvnelovnad

zrdis kompaniis xarjebs da anadgurebs kompaniis imijs.

maRalxarisxiani masalebisa da nedleulis gadamuSavebas

sWirdeba Tanamedrove teqnologiebis gamoyeneba, raTa

miRweul iqnes warmoebuli saqonlisa da momsaxurebis ma-

Rali xarisxi. saerTaSoriso kompaniebi yovelTvis mzad

unda iyvnen fuli daabandon Tanamedrove teqnologiebSi,

raTa gazardon TavianTi operaciebis efeqtianoba da mii-

Ron maRalxarisxiani produqcia. kompaniebma unda uz-

runvelyon aseve Sromis organizaciis efeqtiani meTode-

bis gamoyeneba, rac amaRlebs dasaqmebulebis Sromis na-

yofierebas da xels uwyobs maRalxarisxiani produqciis

warmoebas.

kompaniebi xarisxis sruli marTvis sistemis far-

glebSi iyeneben xarisxis kontrolis statistikur da

benCmarkingis meTods.

produqciis xarisxis statistikuri kontrolis me-

Todis mizania gamoiricxos produqciis xarisxis Sem-

TxveviTi cvlilebebi, ganisazRvros xarisxis miznobrivi

done, dadgindes gadaxraTa misaRebi diapazoni da gan-

xorcieldes dadgenili normebisadmi produqciis xaris-

xis Sesabamisobis uzrunvelyofa.

benCmarkingi aris marTvis meTodi, romelic mimar-

Tulia produqciis xarisxis gaumjobesebisa da konku-

rentuli upiratesobis mopovebisaken. benCmarkingis

dros konkurentuli dazvervis gamoyenebiT legalurad

Seiswavleba winaswar SerCeuli konkurentis saqmianoba,

produqciis xarisxi da xdeba am gamocdilebis gaTvalis-

wineba kompaniis Semdgom saqmianobaSi. benCmarkingis gan-

xorcielebis ZiriTadi etapebia: 1) kompaniis gaumjobese-

bis procesebisa da funqciebis gansazRvra; 2) saukeTeso

kompaniebis gansazRvra; 3) kompaniis maCveneblebis Sefa-

seba; 4) sxva kompaniebis maCveneblebis Sefaseba; 5) miRebu-

li informaciis gamoyeneba kompaniis mdgomareobis gasa-

398

umjobeseblad. magaliTad, aSS-Si benCmarkingis pioneri

gaxda kompania Xerox, romelmac mimarTa am meTods ucxou-

ri firmebis mxridan konkurentuli zewolis Semdeg; ro-

desac iaponurma kompania Canon-ma warmoadgina saSualo

zomis aslgadamRebi aparati 10 000 aSS dolarze nakleb

fasad, kompania Xerox-Si darwmunebulni iyvnen, rom Canon

aslgadamReb aparats yidda TviTRirebulebaze naklebad,

radgan surda bazris wilis xelSi Cagdeba. imisTvis, rom

ukeT garkveuliyo momxdarSi, kompaniam iaponiaSi gaag-

zavna menejerTa jgufi, raTa maT SeeswavlaT situacia

aziaSi aslebis sawarmoeblad Seqmnili erToblivi sawar-

mos Fuji-Xerox-is specialistebis daxmarebiT. iq meneje-

rebma SeiZines aslgadamRebi aparati Canon da daSales is

nawilebad. maTda gasakvirad, aparati aRmoCnda xarisxia-

ni da Xerox-is teqnikaze ufro iafi. gadawyvites, gamoeye-

nebinaT igive meTodebi da masalebi aslgadamRebi apara-

tebis dasamzadeblad, riTac kompania Xerox-ma SeZlo

produqciis xarisxis amaRleba da TavianTi mowyobilo-

bis TviTRirebulebis Semcireba.


1. rogor axdens gavlenas firmis korporaciuli stra-

tegia mis operaciul menejmentze?

2. riT gansxvavdebian erTmaneTisgan momsaxurebaTa ope-

raciuli menejmenti da sawarmoo menejmenti?

3. ra igulisxmeba mowodebis jaWvis marTvis qveS? ra

aris vertikaluri integracia?

4. romeli ZiriTadi faqtorebi unda ganixilos firmam sa-

warmoo simZlavreebis ganTavsebis adgilis arCevisas?

5. ratomaa mniSvnelovani organizaciebisTvis efeqtia-

nobis marTva?

6. rogor aris urTierTdakavSirebuli firmis strate-

gia da misi operaciuli menejmenti?

399

literatura:

1. Гриффин Р.,. Пастей М, Mеждународный бизнес, Бизнес/ Учебник, «Питер» 2006;

2. Пивоваров, Л. С. Тарасевич, А. И. Майзель и др, МЕЖДУНА-РОДНЫЙ МЕНЕДЖМЕНТ, УЧЕБНИК ДЛЯ ВУЗОВ Издание 2-е, «Питер», 2001;

3. Dr. Oded Shenkar, Dr. Yadong Luo, Sage Publikation, Second Edition, California, 2007;

4. http://www.internationalbusinessdirectory.com/

400

Tavi XIII

saerTaSoriso biznesis finansuri

garemo


1. saerTaSoriso savaluto sistema da misi evolucia;

2. saerTaSoriso savaluto bazari;

3. kapitalis saerTaSoriso bazari.

13.1. saerTaSoriso savaluto sistema

da misi evolucia

saerTaSoriso savaluto sistema (International mo-netary sistem) aris organizaciebis, wesebis, molaparikebe-

bis da instrumentebis erToblioba, romelTa mizania

qveynebs Soris savaluto urTierTobaTa uzrunvelyofa.

igi, rogorc sxvadasxva erovnuli valutebis gacvlis

sistema, aregulirebs im valdebulebebisa da davaliane-

bebis dafarvis wesebs, romelic warmoiSoba sagareo vaW-

robisa da sxva saerTaSoriso finansuri operaciebis Se-

degad.

saerTaSoriso savaluto sistemis arseboba ganpi-

robebulia imiT, rom qveyanaTa umravlesobaSi gamoiyene-

ba sakuTari erovnuli valuta, romlebic saerTaSoriso

doneze arakonventirebadia da, Sesabamisad, maTi saSua-

lebiT SeuZlebelia saerTaSoriso biznesis ganxorcie-

leba. ucxoeTis qveynebSi biznesis warmoebisaTvis saWi-

roa erovnuli valutis gacvla sxva qveynis valutaze. sa-

erTaSoriso savaluto sistema mowodebulia daadginos

wesi, romlis Tanaxmadac qveynebi Seafaseben erovnul va-

lutas da gacvlian maT sxva qveynebis valutaze. amasTa-

nave, saerTaSoriso savaluto sistema iTvaliswinebs Ti-

401

Toeul qveyanaSi saerTaSoriso fulad Semosulobebsa da

gadasaxdelebs Soris warmoqmnili disproporciebis da-

balansebis meqanizms.

mewarmeebma, romlebic ewevian komerciul saqmiano-

bas saerTaSoriso bazrebze, unda uzrunvelyon saerTa-

Soriso savaluto sistemaSi saaRricxvo operaciebis

sworad warmarTvis kontroli. saerTaSoriso operacie-

bis aRricxvis sistema sagadasaxdelo balansis formiT

(balans of payments accounting system) warmoadgens, Tavis

mxriv, yvela saerTaSoriso operaciebis aRricxvis siste-

mas, aseve Seicavs mniSvnelovan informacias qveynis eko-

nomikis mdgomareobis Sesaxeb da mosalodnel cvlile-

bebs mis safinanso-sabiujeto da fulad-sakredito po-

litikaSi. sagadasaxdelo balansSi mocemuli statisti-

kuri monacemebi SeiZleba gamoyenebul iqnas im proble-

mebis warmoqmnis niSnebis gamosavlenad, romlebmac sabo-

loo angariSiT qveynis mTavroba SeiZleba miiyvanos sa-

vaWro SezRudvebis SemoRebis, saprocento ganakveTebis

amaRlebis, inflaciis tempebis daCqarebis, samomxmareb-

lo moTxovnis saerTo donis Semcirebamde an ama Tu im

qveyanaSi biznessaqmianobis danaxarjebis donis cvlile-

bamde.

saerTaSoriso savaluto sistemis istoria: Tana-

medrove saerTaSoriso savaluto sistema saTaves iRebs

uZvelesi droidan, rodesac oqro da vercxli gamodiod-

nen sagadasaxado saSualebebis saxiT savaWro urTierTo-

bebSi tomebs Soris, mogvianebiT ki qalaq-saxelmwifoebs

Soris. magaliTad, vecxli gamoiyeneboda rogorc mimoq-

cevis saSualeba indoeTs, babilonsa da finikias Soris

jer kidev Cv. w. aR.-is VII saukuneSi. evropis teritoriaze

erovnuli saxelmwifoebis warmoSoba XXI-XVII ss. da maTi

ganviTareba Tanamedrove saxelmwifoTa donemde mimdi-

nareobda maT erovnul monetebSi oqrosa da vercxlis Se-

darebiTi Semcvelobis safuZvelze.

402

oqros standarti. oqros monetebis gamoyenebam sa-

gadasaxado saSualebebis formiT uZveles droSi gamoiw-

via saerTaSoriso savaluto sistemis warmoqmna, rome-

lic cnobilia òqros standartis~ saxelwodebiT. oqros

standartis (gold standart) Sesabamisad, qveynebi Tanxmde-

bian TavianTi qaRaldis fuli gayidon (gacvalon) oqro-

ze nebismieri kerZo piris an kompaniis moTxovnis Sesaba-

misad. didi britaneTi iyo pirveli qveyana, romelmac

1821 wels SemoiRo oqros standarti. me-XIX saukunis gan-

mavlobaSi oqros standarti SemoiRo praqtikulad yvela

msxvilma saxelmwifom, romelic axorcielebda vaWrobas,

maT Soris, ruseTma, avstria-ungreTma, safrangeTma, ger-

maniam, amerikis SeerTebulma Statebma.

oqros standartis dawesebis Sedegad praqtikulad

ganxorcielda fiqsirebuli savaluto kursis formireba.

savaluto kursi (exchange rate) aris erTi qveynis valu-

tis fasi, gamoxatuli meore qveynis valutaSi. fiqsire-

buli savaluto kursi (fixed exchange rate) niSnavs, rom

mocemuli valutis fasi sxva valutebTan mimarTebaSi ar

icvleba. oqros standartis gamoyenebam gamoiwvia fiqsi-

rebuli savaluto kursis warmoSoba, ramdenadac TiToe-

ul qveyanaSi fulis erTeulis Rirebuleba mibmuli

(regged) iyo oqros ekvivalentTan. magaliTad, did bri-

taneTSi oficialurad iyo uzrunvelyofili erTi uncia

oqros yidva an gayidva 4,247 funt sterlingad. es ricxvi

ki warmoadgenda funti sterlingis oficialur oqros

ekvivalents. aSS-Si miRweul iqna SeTanxmeba uncia oqros

nominaluri RirebulebiT yidva-gayidvis Sesaxeb, rac Se-

adgenda 20,67 dolars. amrigad, orive qveynis fulis er-

Teulis gacvla Tavisuflad iyo SesaZlebeli erTi da

igive oqros raodenobaze Semdegi TanafardobiT: 4,247

funti sterlingi=oqros erT uncias=20,67 dolars. am-

rigad, dadginda fiqsirebuli gacvliTi kursi funt

sterlingsa da dolars Soris: 1 funti sterlingi=4,867

dolars (anu 20,67 dolari/4,247 funt sterlingi).

403

manamde, vidre kompaniebs hqondaT rwmena, rom ama

Tu im qveynis valuta pirvelive moTxovnisTanave SeiZle-

boda garantirebulad gadacvliliyo oqroze daTqmuli

kursiT, bevri maTgani upiratesobas aniWebda kuTvnili

gadasaxdeli mieRo valutaSi. gadaxdebis ganxorcieleba

oqroTi moiTxovda did danaxarjs. kerZod, oqroTi ga-

daxdisas erTi qveynidan meore qveyanaSi miwodebuli sa-

qonlis fasis asanazRaureblad saWiro iyo oqros gada-

zidva mimwodebel qveyanaSi, rac moiTxovda misi gadat-

virTvisa da dazRvevisaTvis xarjebs. garda amisa, gemebis

saSualebiT oqros gadazidvas sakmaod didi dro sWirde-

boda, ris gamo mimwodebeli kompania kargavda im sapro-

cento Semosavals, romelic mas SeeZlo mieRo am Tanxis

bankSi ganTavsebisas.

pirveli msoflio omis damTavrebamde (1918 w.) yve-

laze mniSvnelovani valuta, romelic gamoiyeneboda sa-

erTaSoriso vaWrobaSi, iyo britanuli funti sterlingi.

didi britaneTi im droisaTvis iyo lideri da ekonomiku-

ri da samxedro kuTxiT yvelaze Zlieri saxelmwifo.

msoflios mravali msxvili kompania savaWro garigebebze

angariSsworebas axorcielebda an oqroTi an britanuli

funtiT. amitom am droisaTvis moqmed saerTaSoriso sa-

valuto sistemas xSirad uwodebdnen sterlingur oq-

ros standarts (sterling-based gold standart). funti ster-

lingis roli msoflioSi gaZlierda britaneTis imperiis

gafarToebis Sedegad. didi britaneTis saxelmwifo dro-

Sa aRmarTuli iyo mraval qveyanaSi, kerZod: kanadaSi, av-

straliaSi, axal zelandiaSi, honkongSi, singapurSi, in-

doeTSi, pakistanSi, bangladeSSi, keniaSi, zimbabveSi, sam-

xreT afrikaSi, gibraltarSi, bermundis kunZulsa da be-

lizSi. TiToeul am koloniaSi britanuli bankebi xsnid-

nen Tavis filialebs da funt sterlings iyenebdnen Siga

garigebebze angariSsworebisTvis. britanuli valuti-

sadmi msoflio masStabiT maRali ndobis gamo, XIX sauku-

404

neSi londoni gaxda ZiriTadi saerTaSoriso safinanso

centri da dRemde inarCunebs am mdgomareobas.

oqros standartis kraxi. pirveli msoflio omis

dros moiSala sterlinguri oqros standartis sistema.

saomari moqmedebebisas mTlianad Sewyda savaWro garige-

bebi msxvil, ekonomikurad Zlier saxelmwifoebs Soris.

samxedro moqmedebebis Sedegad gamowveuli ekonomikuri

problemebis Sedegad qveynebma erTmaneTis miyolebiT

daiwyes uaris Tqma TavianT valdebulebebze gaeyidaT an

SeeZinaT valuta nominaluri RirebulebiT. omis damTav-

rebis Semdeg briuselsa (1920 w.) da genuaSi (1922 w.) Ziri-

Tadad Zlevamosil qveynebs Soris, romlebsac im droSi

gabatonebuli mdgomareoba ekavaT ekonomikaSi, xelmowe-

ril iqna SeTanxmeba omamde arsebuli oqros standartis

dabrunebis Sesaxeb. mraval qveyanaSi, maT Soris, aSS-Si,

did britaneTsa da safrangeTSi kvlav iqna miRebuli oq-

ros standarti, miuxedavad imisa, rom am droisaTvis ev-

ropaSi adgili hqonda maRal inflacias, umuSevrobas da

politikur arastabilurobas.

miuxedavad amisa, oqros standartis aRdgena mokle-

vadiani aRmoCnda ekonomikuri ryevis gamo, romlis da-

sawyisi iyo didi depresia. didi britaneTis centralur-

ma bankma ver uzrunvelyo misi valdebulebebis Sesrule-

ba funti sterlingis fiqsirebuli gacvliTi kursis uz-

runvelyofis mxriv. 1931 wlis seqtemberSi bankma Semoi-

Ro funt sterlingis mcuravi kursi. es niSnavda, rom

funti sterlingis gacvliTi kursi unda gansazRvruli-

yo miwodebisa da moTxovnis faqtorebTan kavSirSi. am

droidan inglisis bankma Sewyvita britanuli qaRaldis

fulis gacvla oqroze nominaliT.

didi britaneTis mier oqros standartze uaris

Tqmis Semdgom etapze warmoiSva e.w. `sterlinguri zona~,

romelic moicavda qveyanaTa jgufs (upiratesad brita-

nuli Tanamegobrobis wevrebs), romlebmac TavianTi va-

luta miabes funt sterlings da sakuTar sterlingur an-

405

gariSebs iyenebdnen valutis saerTaSoriso rezervis sa-

xiT. sxva qveynebma TavianTi valuta miabes aSS dolars an

frangul franks. saerTaSoriso savaluto sistemis har-

moniuloba daiwyo TandaTanobiT imis mixedviT, Tu ro-

gor daiwyo zogierTma qveyanam (maT Soris, aSS, safrange-

Ti, didi britaneTi, belgia, latvia, niderlandebi, Svei-

caria da italia) erovnuli valutis devalvacia samamu-

lo warmoebis saqonlis konkurentunarianobis amaRle-

bis mizniT. erovnuli valutis oficialuri kursis xe-

lovnuri Semcirebis meSveobiT TiToeuli am qveynidan

cdilobda msoflio bazarze eqsportirebuli TavianTi

saqonlis fasis Semcirebas, eqsportis stimulirebisa da

importis moculobis Semcirebis mizniT. magram mas Sem-

deg, rac sxva qveynebmac moaxdines TavianTi valutebis

devalvacia, am gziT mogebis miReba SeuZlebeli gaxda.

cxadia, rom Tu ori qveynidan TiToeulma erovnuli va-

lutis devalvacia moaxdina 10 procentiT, arc erT maT-

gans ar SeuZlia konkurentuli upiratesobebis miReba,

ramdenadac am ori qveynis valutiT gamoxatuli fasebi

erTmaneTis mimarT ucvleli rCeba. garda amisa, mraval

qveyanaSi aweul iqna tarifebi im imediT, rom es uzrun-

velyofda im samamulo sawarmoebSi dasaqmebas, romlebic

konkurentunariani iyvnen saSinao bazarze. imis mixedviT,

rac ufro meti da meti qveynebi mimarTavdnen mezobeli

qveynebis gakotrebas (beggar-thy-neighbor), saerTaSoriso

vaWrobis moculoba mcirdeboda, rac uaryofiT gavle-

nas axdenda saeqsporto dargebSi dasaqmebaze. am process

Tan sdevda kidev ufro cudi mdgomareoba: warmoqmnil

saerTaSoriso ekonomikur konfliqtebs swrafad mohyva

saerTaSoriso samxedro konfliqti — 1939 wels daiwyo

meore msoflio omi.

breton-vudsis epoqa. jer kidev meore msoflio

omis damTavrebamde, 1944 wels, msoflios 44 qveynis war-

momadgeneli Seikriba sakurorto qalaq breton-vudsSi

(aSS), raTa Camoeyalibebina iseTi omisSemdgomi garemo,

406

romelic xels Seuwyobda mSvidobas da ekonomikis aRmav-

lobas. konferenciis monawileebi SeTanxmdnen principu-

lad axal safuZvelze oqros standartis aRdgenis Sesa-

xeb. garda amisa, am konferenciaze miRweul iqna SeTanxme-

ba ori axali saerTaSoriso organizaciis Seqmnis Sesaxeb,

romelTa amocana iqneboda ekonomikisa da saerTaSoriso

savaluto sistemis aRdgenisadmi mxardaWera. axlad Seq-

mnil organizaciebs ewoda: ganviTarebisa da rekon-

struqciis saerTaSoriso banki da saerTaSoriso savalu-

to fondi.

ganviTarebisa da rekonstruqciis saerTaSoriso

banki (grsb) (International Bank for Reconstruction and Deve-lopment, IBRD) – aseTia msoflio bankis (World Bank) oficialuri saxelwodeba. 1945 wels daarsebuli msof-

lio bankis Tavdapirvel amocanas Seadgenda evropis sa-

xelmwifoebis omisSemdgomi ekonomikis aRdgenis dafi-

nanseba. marSalis gegmis xelSewyobiT es amocana msof-

lio bankma Seasrula 50 wlebis Sua periodisaTvis. Sem-

dgom amisa, msoflio bankis winaSe sxva misia iqna dayene-

buli: ganviTarebadi qveynebis ekonomikis ganviTarebi-

saTvis xelSewyoba.

Tavisi misiis gafarToebis Sesabamisad droTa viTa-

rebaSi msoflio bankis mier daarsebul iqna masSi Semava-

li sami organizacia:

• ganviTarebis saerTaSoriso asociacia;

• saerTaSoriso finansuri korporacia;

• mravalmxrivi saagento investiciebis garanti-

rebisaTvis.

msoflio bankTan erTad am samma organizaciam Seq-

mna msoflio bankis jgufi (World Bank Group). msoflio

banki 2009 wlis 1 ianvrisaTvis aerTianebda 187 wevr-qve-

yanas. masSi gawevrianebisaTvis saWiroa, rom qveyana iyos

saerTaSoriso savaluto fondis wevri. msoflio bankSi

miRebis gadawyvetilebis procesi efuZneba Sewonili xme-

bis sistemas, romelic gamoxatavs wevri-qveynebis ekono-

407

mikur siZlieres da maT wvlils bankis saqmianobaSi. dRe-

isaTvis aSS-s wili 16%-ia, iaponiis - 8%, germaniis - 5%,

safrangeTis da didi britaneTis - 4-4%, Semdeg modis Ci-

neTi - 3%, indoeTi - 3%, italia - 3%, kanada - 3%, ruseTi -

3%, saudis arabeTi - 3%, niderlandebi - 2%, brazilia —

2,5%, xolo belgiaze, espaneTze, Sveicariaze, avstralia-

ze, iranze, venesuelaze, meqsikaze, argentinaze modis

1,2-2%, sxva danarCen qveynebze - 30%. drodadro, qveyne-

bis ekonomikuri siZlieris cvlilebisa da axali qveyne-

bis wevrad miRebis kvalobaze, xdeba xmebis woniTi koefi-

cientis gadafaseba. msoflio banki fuls sesxulobs ka-

pitalis saerTaSoriso bazarze. miwodebuli kreditebi-

dan miRebuli procentebiT xdeba misi sakredito SesaZ-

leblobaTa gafarToeba.

debulebis Tanaxmad msoflio banki gamoyofs ori sa-

xis kredits: investiciur kredits da kredits ganviTare-

bis miznisaTvis. investiciuri krediti gamoiyofa saqon-

lis, samuSaos da momsaxurebis sawarmoeblad, xolo kre-

diti ganviTarebis miznisaTvis (adre mas uwodebdnen kre-

dits struqturuli gardaqmnebisaTvis) gamoiyofa poli-

tikuri da instituciuri reformebisaTvis. msoflio

banks ar aqvs ufleba gamoyos saxsrebi sagareo-savaWro

deficitis dasafaravad, magram mas SeuZlia daafinansos

infrastuqturis ganviTarebis proeqtebi (rkinigzis da

portebis mSenebloba da sxva). aseTi kreditebiT igi xels

uwyobs sesxis mimRebi qveynis erovnuli ekonomikis ganvi-

Tarebas. msoflio banks SeuZlia krediti gasces mxolod

qveynis mTavrobaze anda proeqtebis realizaciaze, rom-

lis mxardamWeria mTavroba. msoflio banki efuZneba `kon-

servatiul sakredito politikas~ (hard loan policy), rac

niSnavs bankis mier kreditebis gacemas mxolod maRali

rwmenis qveS, rom sesxi iqneba dafaruli.

50-ian wlebSi msoflio bankis sakredito politika

Raribi qveynebis kritikis sagani gaxda, radgan dabali

iyo maTi xelmisawvdomoba kreditisadmi. am kritikis pa-

408

suxad msoflio bankma 1960 wels daafuZna ganviTarebis

saerTaSoriso asociacia.

garda msoflio bankisa, moqmedeben agreTve ganvi-

Tarebis regionuli bankebi: afrikis ganviTarebis banki

(African Development Bank); aziis ganviTarebis banki (Asian Development Bank), amerikaTaSorisi ganviTarebis banki

(Inter-American Development Bank). es organizaciebi xels

uwyoben TavianT regionebSi dabalSemosavliani qveynebis

ekonomikur ganviTarebas. bolo periodSi dasavleT ev-

ropis saxelmwifoebis mier daarsebul iqna regionuli

ganviTarebisa da rekonstruqciis evropuli banki

(Europen Bank for Reconstruction and Development, EBRD),

romlis amocanaa komunisturi reJimis dacemis Semdeg

centralur da aRmosavleT evropis qveynebis rekon-

struqciisTvis xelSewyoba. ganviTarebis regionuli ban-

kebi bevr SemTxvevaSi ekonomikuri ganviTarebis progra-

mebis realizacias axdenen msoflio bankTan mWidro Ta-

namSromlobiT.

dolaris oqros standarti. saerTaSoriso savalu-

to fondma da msoflio bankma Seqmnes omisSemdgomi sava-

luto sistemis organizaciuli safuZveli. garda amisa,

breton-vudsis konferenciis monawileebi Seecadnen ga-

moecadaT am sistemis praqtikaSi muSaobis SesaZlebloba.

konferenciis monawile yvela qveyanam gamoTqva Tanxmoba

erovnuli fulis erTeulis oqrosTan mibmis Sesaxeb. aSS

dolaris nominaluri Rirebuleba dadginda erT unciaze

35 dolaris moculobiT. amave dros, mxolod aSS uzrun-

velyofda Tavisi valutis moculobas oqroTi nebismieri

ucxo qveynis centraluri bankis moTxovnis Tanaxmad. am-

rigad, amerikuli dolari gaxda breton-vudsis sistemis

ZiriTadi qvakuTxedi. es aixsneba imiT, rom omisSemdgom

pirvel wlebSi mxolod aSS dolari da kanaduri dolari

warmoadgendnen konvertirebad valutas (convertible currency), anu iseT valutas, romelic nebismieri samar-

Tlebrivi SezRudvis pirobebSi SeiZleba gaicvalos sxva

409

qveynis fulis erTeulze. mraval qveyanaSi darwmunebu-

lebi iyvnen amerikuli ekonomikis simtkiceSi da amito-

mac uyoymanod Rebulobdnen amerikul dolars garige-

bebze angariSsworebis gansaxorcieleblad. britanuli

funt sterlingis analogiurad me-XIX s.-Si dolari gaxda

umetesi saerTaSoriso garigebebis angariSsworebis gan-

xorcielebis upiratesi saSualeba. SeiZleba iTqvas, rom

breton-vudsis konferenciis erT-erTi Sedegi iyo do-

larze dafuZnebuli oqros standartis daweseba.

ramdenadac yvela qveyanaSi dadgenili iyo erovnu-

li valutis nominaluri Rirebuleba, breton-vudsis Se-

Tanxmebis dadebis Sedegad moxda fiqsirebuli gacvliTi

kursis sistemis formireba. SeTanxmebis pirobebis Tanax-

mad TiToeul qveyanas Tavisi erovnuli valutis erTeu-

lis Rirebuleba unda SeenarCunebina misi nominaluri

Rirebulebis ±1 procentis farglebSi. im SemTxvevaSi, Tu

fulis erTeulis sabazro fasi gavidoda am erTeulis ga-

reT, qveyanas unda ganexorcielebina intervencia ucxo-

uri valutis bazarze, raTa aRedgina misi nominaluri Ri-

rebuleba. valutis gacvliTi kursis aseTi stabiluroba

xelsayreli iyo saerTaSoriso kompaniebisaTvis, ramde-

nadac breton-vudsis sistema umetes SemTxvevaSi uzrun-

velyofda TiToeuli fulis erTeulis stabilurobas.

amave dros, breton-vudsis SeTanxmebiT, sagangebo

mdgomareobisas qveyanas hqonda SesaZlebloba Seecvala

Tavisi qveynis erovnuli valutis nominaluri Rirebule-

ba. amitomac, breton-vudsis sistemas xSirad uwodeben

fiqsirebuli savaluto kursis regulirebis sistemas.

faqtobrivad, erovnuli fulis erTeulebi mibmuli iyo

oqrosTan, magram maTi gacvliTi kursis done garkveuli

garemoebebis SemTxvevaSi eqvemdebareboda Secvlas.

breton-vudsis sistemis kraxi. SeTanxmeba fiqsi-

rebuli savaluto kursis SenarCunebis Sesaxeb kargad

muSaobda manamde, vidre ama Tu im qveynis ekonomikis

mdgomareobis pesimisturi aRqma droebiT xasiaTs ata-

410

rebda. magram, Tu qveyana moxvdeboda struqturuli mak-

roekonomikuri moqmedebis zonaSi, SesaZlebeli iyo sir-

Tuleebis warmoqmna misi fulis fiqsirebuli gacvliTi

kursis SenarCunebis mxriv. magaliTad, 1960-iani wlebis

bolos did britaneTSi liderobda leoboristuli mTav-

roba, romelic moiTxovda socialurad samarTliani po-

litikis gatarebas. britanulma profkavSirebma miaRwies

xelfasebis zrdas, Sromis pirobebis gaumjobesebas da

muSaTa uflebebis dacvas. magram amave dros britaneTis

kompaniebSi adgili hqonda Sromis mwarmoeblurobis Sem-

cirebas konkurent firmebTan SedarebiT da funti ster-

lingis Rirebulebis dacemas. inglisis banki iZulebuli

iyo savaluto bazarze gaeyida oqro da ucxouri valuta,

raTa SeenarCunebina funtis kursi. amis Sedegad, mkveT-

rad Semcirda ucxouri valutis saxelmwifo maragi, rom-

lis mizani iyo didi britaneTis valdebulebebis garan-

tireba breton-vudsis SeTanxmebis Sesabamisad. valutiT

movaWreebs gauCndaT eWvi, rom inglisis bankSi darezer-

vebuli valutis maragi iwureboda. am safrTxis gaRrma-

vebis kvaldakval saerTaSoriso bankebs, valutiT movaW-

reebs da agreTve bazris sxva monawileebs daekargaT sti-

muli SeenaxaT britanuli fuli ucxouri valutis re-

zervis saxiT. aqedan gamomdinare, maT daiwyes funtis ba-

zarze gatana, ris Sedegad warmoiSva mojadoebuli wre:

inglisis banki Tavis maragebs xarjavda, raTa SeenarCune-

bina funtis kursi, xolo savaluto bazris monawileebi

sul ufro SiSobdnen inglisis bankis gakotrebis Sesaxeb.

am situacias SeeZlo gamoewvia bankSi Senatanebis ma-

sobrivi gamoTxova. cnobilia, rom bankis xelT arasodes

araa sakmarisi raodenobis naRdi fuli, raTa man er-

Tdroulad uzrunvelyos yvela valdebuleba. bankisadmi

ndobis dakargvisas klienti cdilobs Tavisi Senatanis

dabrunebas, ris gamo banks SeiZleba seriozuli proble-

mebi Seeqmnas. breton-vudsis sistema uzrunvelyofda ra

dabal risks savaluto bazarze TamaSisas, igi amiT uSveb-

411

da spekulacias àJiotaJuri moTxovnis~ dros. magali-

Tad, birJis spekuliantebs, romlebic ar endobodnen in-

glisis banks, SeeZloT breton-vudsis SeTanxmebis Tanax-

mad, maT xelT arsebuli funti gaecvalaT dolarze. isi-

ni maRal mogebas iRebdnen. im SemTxvevaSi, Tu maTi eWvi

ar gamarTldeboda da inglisis banki SeinarCunebda fun-

tis nominalur Rirebulebas, isini nebismier momentSi

umniSvnelo danakardebiT kvlav moaxdendnen TavianTi

dolaris maragis funtze konvertirebas.

msgavsi situacia Camoyalibda 1967 wels did brita-

neTSi. inglisis bankma ver SeZlo winaaRmdegobis gaweva

sabirJo spekulantebis mier bazarze gamotanil funtTan

da iZulebuli gaxda moexdina funtis 14,3%-iani devalva-

cia. es niSnavda misi Rirebulebis 2,80 dolaridan 2,40

dolaramde Semcirebas. analogiuri situaciis winaSe aR-

moCnda safrangeTi 1969 wels, ris gamo saWiro gaxda

frankis Rirebulebis Semcireba.

TandaTanobiT Tavi iCina problemebma breton-vud-

sis sistemis mTavar bankSi — aSS-is federalur-sarezer-

vo sistemaSi. faqtia, rom breton-vudsis sistema ey-

rdnoboda dolars da masTan mimarTebaSi Seqmnilma

problemebma gamoiwvia am sistemis kraxi. saqme imaSia, rom

drois mcire monakveTSi oqros maragi ar izrdeboda, xo-

lo saerTaSoriso vaWrobaSi likvidobis uzrunvelyofis

erTaderT wyarod dolari rCeboda. breton-vudsis pi-

robiT, saerTaSoriso vaWrobaSi likviduri saSualeba

damokidebuli iyo ucxoeli moqalaqeebis mzadyofnaze

gaezardaT Senatanebi dolarebSi. amas isini xalisiT ake-

Tebdnen manam, sanam amerikis oqros maragisadmi ndoba

hqondaT. amitomac 50-60-ian wlebSi ucxoelebis mier ban-

kebSi Senaxuli dolaris raodenoba mudmivad izrdeboda.

moxda ise, rom ucxouri qveynebis mier amerikuli

dolaris maragis zrdis Sesabamisad, adamianebs gauCndaT

eWvi aSS-is mxridan breton-vudsis SeTanxmebis Tanaxmad

valdebulebis SesrulebasTan dakavSirebiT. Sedegad

412

warmoiSva e.w. trifinis paradoqsi (Triffin paradox), mov-

lena, romelic pirvelad gansazRvra belgiuri warmoSo-

bis ielis universitetis ekonomistma robert trifinma.

es paradoqsi warmoiSva gamomdinare iqidan, rom ucxo

qveynebis moqalaqeebi ganicdidnen dolaris maragis

zrdis aucileblobas, Tumca, rac ufro meti dolari ga-

aCndaT, miT ufro izrdeboda undobloba aSS-is mimarT am

fulis oqroTi uzrunvelyofis SesaZleblobis Sesaxeb.

rac ufro mcire iyo aSS-is mimarT ucxoelebis ndoba, miT

meti iyo amerikuli dolarisagan gaTavisuflebis da Se-

sabamisi oqros miRebis survili. magram movlenaTa aseTi

ganviTarebis pirobebSi saerTaSoriso vaWroba da saer-

TaSoriso savaluto sistema kraxis winaSe aRmoCndeboda.

saerTaSoriso savaluto fondis wevrma qveynebma

1967 wels moilaparakes saerTaSoriso sarezervo aqtive-

bis formis Seqmnis Sesaxeb, romelmac miiRo saxelwodeba

`nasesxobis specialuri ufleba~ (special drawing rights, SDR). aseTi sarezervo da saangariSsworebo saSualebis

Seqmnis arsi mdgomareobda saerTaSoriso savaluto sis-

temis likvidobis zrdaSi, rac ganpirobebuli iyo do-

larze, romelic asrulebda sarezervo valutis funqci-

as, moTxovnilebis SemcirebiT. ssf-is wevr qveynebs SeuZ-

liaT gamoiyenon SDR rogorc fuladi erTeuli ssf-is

farglebSi ganxorcielebuli oficialuri angariSswo-

rebisas, amitom am erTeuls zogjer `qaRaldis oqros~

uwodeben.

SDR-is Rirebuleba yoveldRiurad gaiangariSeba

rogorc oTxi wamyvani valutis (aSS dolari, evro, iapo-

nuri ieni, britanuli funti) sabazro Rirebulebis saSu-

alo Sewonili woniTi koeficientis bazaze, romelic ga-

daisinjeba xuT weliwadSi erTxel. evros SemoRebamde am

jgufSi Sedioda germanuli marka da FRF.

SDR-is struqturaze 1981-2010 wlebSi warmodgenas

iZleva qvemoTmoyvanili cxrili:

413

SDR -is fasi sxvadasxva valutaSi

(frCxilebSi valutis wona procentebSi SDR kalaTaSi)55

periodi USD DEM JPY GBP FRF 1981-

1985

0.540

(42 %)

0.460

(19 %)

34.0

(13 %)

0.0710

(13 %)

0.740

(13 %)

1986-

1990

0.452

(42 %)

0.527

(19 %)

33.4

(15 %)

0.0893

(12 %)

1.020

(12 %)

1991-

1995

0.572

(40 %)

0.453

(21 %)

31.8

(17 %)

0.0812

(11 %)

0.800

(11 %)

1996-

1998

0.582

(39 %)

0.446

(21 %)

27.2

(18 %)

0.1050

(11 %)

0.813

(11 %)

periodi USD EUR JPY GBP

1999-

2000

0.5820

(39 %)

0.3519

(32 %)

27.2

(18 %)

0.1050

(11 %)

2001-

2005

0.5770

(45 %)

0.4260

(29 %)

21.0

(15 %)

0.0984

(11 %)

2006-

2010

0.6320

(44 %)

0.4100

(34 %)

18.4

(11 %)

0.0903

(11 %)

nasesxobis specialuri uflebis SemoRebam gazarda

saerTaSoriso savaluto sistemis likvidoba, magram man

ver gadawyvita Warbi dolaris problema, romelic gaaC-

nda ucxouri saxelmwifoebis moqalaqeebs. 70-iani wlebis

Sua periodSi dolaris stabilurobisadmi undoblobis

gamo breton-vudsis sistema seriozulad Seirya. mokle

droSi aSS iZulebuli gaxda gaeyida Tavisi oqros maragis

mesamedi, raTa SeenarCunebina dolaris Rirebuleba ar-

sebul doneze. msoflio savaluto bazris monawileebi-

saTvis cxadi gaxda, rom aSS-is ar gaaCnda sakmarisi rao-

denobis oqros maragi, raTa daekmayofilebina dolaris

oqroze gadacvlis yvela msurveli. 1971 wlis 15 agvis-

tos prezidentma niqsonma gaakeTa gancxadeba, rom aSS ar

gacvlis uncia oqros 35 dolarad. es iyo breton-vudsis

sistemis dasasruli.

55 http://www.imf.org/external/exr/facts/sdr.htm

414

amis Semdgom valutebis didi nawilis kursma daiwyo

cocva, xolo maTi Rirebuleba ganisazRvreboda savalu-

to bazarze miwodeba-moTxovnis doniT. dolaris kursi

msoflios TiTqmis yvela wamyvani valutis mimarT daeca.

miuxedavad amisa, msoflios qveynebi jer kidev ar iyvnen

mzad uari eTqvaT fiqsirebuli savaluto kursis siste-

maze. 1971 wels smitsonovskis institutis konferencia-

ze (q. vaSingtoni) (Smithosonian Conference) 11 wamyvani

qveynis (aSS, iaponia, germania, didi britaneTi, safrange-

Ti, italia, kanada, niderlandebi, Sveicaria, belgia.)

centraluri bankebis warmomadgenlebma moilaparakes

fiqsirebuli gacvliTi kursis sistemis aRdgenis Taoba-

ze, oRond am qveynebis valutebis Secvlili Tanafardo-

bis bazaze. aSS dolaris Rirebuleba daeca oqrosTn Se-

fardebiT (38 dolari erTi uncia oqro), magram dolarma

Zveleburad mainc ver SeZlo oqroSi konvertireba, xolo

myari valutebis (iseTis, rogoric ienaa) nominaluri Ri-

rebuleba gaizarda. garda amisa, nebadarTuli iyo valu-

tebis kursis ryeva maTi axali nominaluri Rirebulebis

mimarT 2,25 %-is diapazonSi, breton-vudsis SeTanxmebiT

dadgenili 1%-is nacvlad. amasTanave, bazris subieqteb-

ma eWvi Seitanes smitsonovskis konferenciiT dadgenili

valutebis axali nominaluri Rirebulebis safuZvliano-

baSi. birJis spekulantebis azriT dolarisa da funtis

kursi xelovnurad iqna gazrdili, ris gamo daiwyes am

orive valutis maragis gayidva da dagroveba im valute-

bisa, romelTa kursi maT Semcirebulad miiCnies (Sveica-

riuli franki da germanuli marka). inglisis bankma ver

SeZlo funtis 2,25%-is diapazonSi SenarCuneba da 1972

wels iZulebuli gaxda misi kursi Seemcirebina. 1973 wlis

dasawyisSi moxda Sveicariuli frankis kursis zrda, xo-

lo amave wlis TebervalSi aSS-Si ganxorcielda dolaris

10%-iani devalvacia. erTi Tvis Semdeg yvela centra-

lurma bankma aRiara, rom isini ver uweven winaaRmdegobas

Tavisufal bazars da miiRes gadawyvetileba moqnili sa-

415

valuto kursis SemoRebis aucileblobis Sesaxeb. es niS-

navda mcurav savaluto kursze gadasvlas, anu valutis

kursis gansazRvras miwodeba-moTxovnis Tanafardobis

mixedviT. 1973 wlidan bankebi upiratesad am modelze ga-

davidnen, Tumca zogierTi qveynis centraluri banki

cdilobda erovnuli valutis gacvliTi kursis SenarCu-

nebas savaluto bazarze valutis yidva-gayidvis meSveo-

biT. savaluto kursis aseT xelovnur SenarCunebas cen-

traluri bankis mier intervenciis meSveobiT uwodeben

regulirebad savaluto kurss (managed float). iamaikis SeTanxmeba. moqnili savaluto kursis sis-

tema dakanonda 1976 wlis ianvarSi Catarebul iamaikis

(kunZuli-saxelmwifo centralur amerikaSi) saerTaSo-

riso konferenciaze. aq miRebuli iamaikis SeTanxmebis

(Jamaica Agreement) Tanaxmad TiToeul qveyanas SeuZlia

Tavad airCios savaluto kursis is sistema, romelic uke-

Tesad Seesabameba qveynis moTxovnebs. aSS-ma airCia sava-

luto kursis mcuravi sistema, sxva qveynebma ki upirate-

soba mianiWes fiqsirebul savaluto kurss erovnuli va-

lutis aSS dolarTan, frangul frankTan an sxva romeli-

me valutasTan mibmiT.

sayuradReboa evrokavSiris (EC) wevri qveynebis

mier miRebuli strategia, romlis Tanaxmad savaluto

urTierTobaTa daregulirebis mizniT 1979 wels Seiqmna

evropuli savaluto sistema (European Monetary System, EMS). am sistemaSi Semavali umetesi qveyna gaxda evropu-

li kavSiris savaluto kursis meqanizmis (exchange rate mechanism, ERM) wevri, romlebmac aiRes valdebuleba

mxari dauWiron TavianTi valutis fiqsirebul gacvliT

kurss erTmaneTis mimarT nominaluri Rirebulebidan ga-

daxris viwro diapazonSi (2,25 %), agreTve moqnil kurss

dolarisa da sxva valutebis mimarT. savaluto kursis

meqanizmma xeli Seuwyo 1999 wels EC erTiani valutis —

evros SemoRebas.

416

Tanamedrove saerTaSoriso savaluto sistemaSi

fiqsirebuli da moqnili savaluto kursis sistemebi Ta-

naarsebobs. EC-is qveynebis didma nawilma miiRo erTiani

fulis erTeuli, xolo sxva qveynebma nebayoflobiT air-

Cies fiqsirebuli savaluto sistema dolaris, evros an

sxva valutebis mimarT. kanadam, iaponiam, britaneTma da

aSS-ma upiratesoba mianiWes savaluto kursis mcurav sis-

temas. Sesabamisad, Tanamedrove saerTaSoriso savaluto

sistemis pirobebSi erTi jgufis qveynebis valutis kur-

si meryeobs meore jgufis qveynebis savaluto kursis mi-

marT. magaliTad, aSS dolaris kursi, agreTve sxva aSS

dolarTan mibmuli valutebis kursi, meryeobs evros da

sxva valutebis mimarT, romlebic mibmulia evrosTan.

aRsaniSnavia, rom iamaikis SeTanxmebis Sedegad for-

mirebuli saerTaSoriso savaluto sistema yovelTvis

rodi akmayofilebs yvela qveynis centralur banks, ris

gamo isini xSirad ikribebian arsebuli uTanxmoebebis da-

saregulireblad. mag., aSS Cioda, rom dolaris maRali

kursi amuxruWebs amerikuli saeqsporto saqonlis kon-

kurentunarianobas, aseve iaf ucxour saqonels aZlevs

saSualebas miayenos zarali aSS-is sxvadasxva dargebs. es

iyo 1985 wels niu-iorkis `plazas SeTanxmebisa~ (Plaza Accord) safuZveli, romlis Tanaxmadac dasavleTis 5

qveynis centraluri banki SeTanxmda, rom aSS-s darTavs

nebas, Semcirdes dolaris kursi savaluto bazarze. es

praqtikulad ganxorcielda da 1987 wels dolaris kursi

swrafad daeca - 46 procentiT germanuli markis mimarT

da 41 procentiT iaponuri ienis mimarT. imis SiSiT, rom

dolaris Semdgomi devalvacia msoflio vaWrobas krizi-

samde miiyvans, 6 qveynis (kanada, safrangeTi, germania, ia-

ponia, didi britaneTi, aSS) finansTa ministrebma 1987

wels parizSi miiRes luvris SeTanxmeba (Louvre Accord), romlis Tanaxmad maT aiRes dolaris kursis stabiliza-

ciis valdebuleba. miuxedavad amisa, 1990 wels savaluto

bazarze kvlav iCina Tavi rigma problemebma sparseTis

417

yureSi saomari moqmedebebis Sedegad. wamyvani valutebis

kursi saukunis miwurulamde ganagrZnobda ryevas.

savaluto kursis ryeva did rols TamaSobs saerTa-

Soriso kompaniebis saqmianobaSi. rodesac samamulo va-

lutis kursi savaluto bazarze izrdeba, am kompaniebs

uWirT TavianTi saqonlis eqsportireba, rTuldeba Siga

bazris dacva saqonlis importis muqarisagan; maTTvis

xelsayrelia gaitanon warmoeba ucxoeTis qveynebSi. ad-

gilobrivi valutis kursis Semcireba iwvevs sawinaaRmde-

go Sedegebs.

13.2. saerTaSoriso savaluto bazari

ucxouri valutis ekonomikuri Sinaarsi. ucxou-

ri valuta (foreign exchange) – aris saqoneli, romelic

mimoiqceva sxva qveyanaSi valutis saxiT. iseve rogorc

sxva saxis saqonelze, ucxour valutaze fasi dgindeba

bazarze formirebuli miwodeba-moTxovnis Tanafardo-

bis Sesabamisad. saerTaSoriso biznesi qveynis Siga saqmi-

ani operaciebisagan ZiriTadad gansxvavdeba imiT, rom igi

komerciuli operaciebis ganxorcielebisas iyenebs er-

Tze met valutas. magaliTad, inglisis erTi romelime

univermaRi, rodesac Seisyidis macivrebs qveynis SigniT

arsebuli sawarmodan, iyenebs inglisur funt sterlings.

magram Tu igi macivrebis SeZenas apirebs amerikaSi arse-

buli sawarmodan, angariSsworeba unda moaxdinos aSS do-

larSi. amisaTvis ki inglisur univermaRs dasWirdeba

funti sterlingis gacvla aSS dolarze. aseTi gacvli-

saTvis arsebobs savaluto bazari, sadac xdeba sxvadasxva

qveynebis valutebis gacvla. aseTi savaluto bazari xels

uwyobs agreTve saerTaSoriso investiciur saqmianobas

da kapitalis moZraobas. kompaniebs saSualeba aqvT sxva-

dasxva qveyanaSi arsebuli kapitalis bazrebidan dabal

418

procentebSi aiRon krediti da Semdeg savaluto bazarze

gacvalon igi nebismier sxva saWiro valutaze.

valutebis gacvla xdeba savaluto kursis Sesaba-

misad, romelic warmoadgens valutebis wonasworul

fass, anu erTi qveynis valutis fass, gadaangariSebuls

meore qveynis valutaze. valutebis kursi yoveldRiu-

rad qveyndeba msoflios sxvadasxva saxis gamocemebSi. va-

lutis kursis kotireba xdeba ori xerxiT. valutis pir-

dapiri gacvliTi kursi (direct exchange rate), anu pirda-

piri kotireba (direct quote) – aris ucxouri valutis fa-

si, gamoxatuli erovnul valutaSi. valutis iribi gac-

vliTi kursi (indirect quote) – aris erovnuli valutis

fasi gamoxatuli ucxouri valutis erTeulSi. maTemati-

kurad pirdapiri da arapirdapiri kotireba urTierTSeb-

runebuli sidideebia. praqtikaSi zogierTi valutis

kursi, rogorc wesi, ganisazRvreba pirdapiri kotirebis

principiT, xolo sxva valutebis — iribi (arapirdapiri)

kotirebis principiT. magaliTad, aSS-Si miRebulia bri-

tanuli funtis pirdapiri kotirebis praqtika, maSin ro-

desac, iaponuri ienisaTvis gamoiyeneba iribi kotireba.

imisaTvis, rom erTmaneTSi ar agverios valutis

pirdapiri da iribi kursis cneba, saWiroa gvaxsovdes,

rom saqonlis SeZenisas Cveulebriv pirdapiri kotireba

gamoiyeneba. magaliTad, rodesac viZenT Saqars, saqme

gvaqvs pirdapir kotirebasTan: 1 kg Saqari Rirs 2 dolari.

iribi kotireba am SemTxvevaSi tolia 0,5 kg Saqari erT

dolarad.

savaluto bazris struqtura. savaluto bazari

moicavs msoflios sxvadasxva qveyanaSi brunvadi valu-

tebis myidvelebs da gamyidvelebs. am bazris monawilea

nebismieri subieqti, romelsac gaaCnia erTi qveynis va-

luta da surs gadacvalos igi sxva valutaze. Tanamedro-

ve etapze valutebis gacvla masStabur saxes iRebs. msof-

lio vaWrobis moculoba ucxour valutaSi daaxloebiT

1-1,5 trilion aSS dolars Seadgens. yvelaze msxvili sa-

419

valuto bazari arsebobs londonSi, Semdeg modis niu-

iorki, tokio da singapuri. am oTx qalaqze modis ucxou-

ri valutiT msoflio vaWrobis 70 procentamde. amasTan,

savaWro operaciebis daaxloebiT 90 procentamde xorci-

eldeba aSS dolaris monawilebiT. savaluto bazarze do-

laris aseTi mdgomareoba ganapiroba misma rolma bre-

ton-vudsis sistemaSi. ramdenadac dolari monawileobs

yidva-gayidvis garigebebis umetes nawilSi, man savaluto

bazarze miiRo ZiriTadi savaluto garigebebis

(transaction currency) statusi. savaluto bazris struq-

tura SeiZleba Semdegnairad warmovadginoT56:

savaluto bazris struqtura

56 ramdenadac TiToeul operaciaSi monawileobs ori valuta, erTob-

livi procenti 200%-is tolia.

420

msoflio savaluto bazris msxvili monawileebia sa-

finanso centrebSi (sidnei, tokio, honkongi, singapuri,

bahreini, frankfurti, ciurixi, londoni, niu-iorki, Ci-

kago, san-francisko) ganlagebuli bankebi. maT mogebaSi

did adgils ikavebs savaluto bazarze ganxorcielebuli

operaciebidan miRebuli Semosavali, romelic miiReba

sxvaobisgan _ myidvelis mier ucxour valutaze SeTava-

zebul fassa da im fass Soris, romelic gamyidvelis mier

iqna miRebuli.

zogierT SemTxvevaSi saerTaSoriso bankebis Tanam-

Sromlebi moqmedeben rogorc savaluto spekulantebi.

kerZod, isini amtkiceben, rom maT SeuZliaT winaswar gan-

Wvriton, Tu romeli mimarTulebiT moxdeba valutis

kursis ryeva. aseT situaciaSi bankebs uzarmazari moge-

bis miRebis SesaZlebloba aqvs, Tumca igi yovelTvis da-

kavSirebulia maRal riskTan.

saerTaSoriso bankebi warmoadgenen mTavar moTama-

Seebs sabiTumo savaluto bazarze. isini deben garigebebs

rogorc sakuTari saxeliT, aseve msxvili komerciuli

klientebis saxeliT. bankTaSorisi garigebebi, romlebic,

rogorc wesi, 1 mln dolarze naklebi araa, Seadgenen yve-

la savaluto garigebebis umetes nawils. savaluto ope-

raciis ganxorcielebisas bankebs SeuZliaT gamoiyenon

damoukidebeli savaluto brokerebis momsaxureba. bro-

kerebi bankebs awvdian informacias sxvadasxva valutebis

fasebze, amyareben kontaqtebs ucxouri valutis myidve-

lebsa da gamyidvelebs Soris. saerTaSoriso bankebi mniS-

vnelovan rols TamaSoben agreTve sacalo savaluto ba-

zarze, deben xelSekrulebebs kerZo klientebTan ucxo

valutis yidva-gayidvaze.

savaluto operaciebTan dakavSirebuli bankis kli-

entebi SeiZleba dajgufdes Semdegnairad:

• komerciuli klientebi — aseTi klientebisaTvis

savaluto operaciebi warmoadgens maTi Cveulebrivi ko-

merciuli saqmianobis nawils, iseTs rogoricaa saqonlis

421

da momsaxurebis eqsporti an importi, ucxouri kapita-

lis da aqtivebis Sesyidva an gayidva da a.S. komerciul

klientebs SeuZliaT savaluto bazari gamoiyenon aseve

riskis hejirebisaTvis (SemcirebisaTvis), romelic ga-

mowveulia im valutebis gacvliTi kursebis araxelsay-

reli cvlilebebiT, romlebic momavalSi unda gadaixa-

don anda miiRon garkveuli Tanxa komerciuli garigebe-

bis safuZvelze;

• savaluto spekulantebi — fizikuri da iuridiu-

li pirebi, romlebic ewevian savaluto spekulaciebs im

mizniT, rom ucxouri valutiT vaWrobisas miiRon speku-

laciuri mogeba savaluto kursebis sxvaobaTa safuZvel-

ze. isini gaazrebulad midian savaluto riskze im garan-

tiiT, rom maT SeuZliaT sworad daaprognozon valutis

sabazro kursis cvlileba. aseTi spekulacia SeiZleba aR-

moCndes Zalian xelsayreli, Tumca, am tipis operaciebi

ucxouri valutiT xasiaTdeba Zalian maRali riskiT.

• arbitrebi — fizikuri da iuridiuli pirebi, ro-

melTa mizania mogebis miReba sxvadasxva bazrebze ucxou-

ri valutebis gacvliTi kursis umniSvnelo sxvaobebis

Sedegad. arbitrebi cdiloben mogebis miRebas minimalu-

ri riskiT, rasac aRweven erT bazarze valutis dabal

fasSi SeZeniT da sxva bazarze misi ufro maRal fasSi ga-

yidviT.

saxelmwifo centraluri bankebi da finansTa sami-

nistroebi aseve warmoadgenen mniSvnelovan moTamaSeebs

savaluto bazarze. oqros standartisa da breton-vud-

sis sistemis pirobebSi centraluri bankebi axorciele-

ben intervenciebs savaluto bazarze erovnuli valutis

sabanko kursis nominaluri Rirebulebis siaxlovesTan

SenarCunebis mizniT. analogiurad moqmedeben is qveynebi,

romlebmac TavianTi valuta miabes sxva qveynis valutas

da isinic, romlebmac SemoiRes mcuravi savaluto kursi.

qveynis Siga kanonmdeblobiT SeiZleba SeizRudos

erovnuli valutiT vaWroba saerTaSoriso savaluto ba-

422

zarze. valutas, romelic Tavisuflad mimoiqceva sava-

luto bazarze, ewodeba Tavisuflad konvertirebadi

(convertible currency) anda myari valuta (hang currevcy). aseTebia evrokavSiris qveynebis valutebi, kanaduri do-

lari, Sveicariuli franki, iaponuri iena da aSS dolari.

valuta, romlis yidva da gayidva Znelia savaluto ba-

zarze qveynis Siga kanonmdeblobiT SezRudulobis gamo,

an kidev imis gamo, rom ucxoelebs ar surT TavianTi da-

nazogebi Seinaxon am valutaSi, ewodeba arakonvertire-

badi valuta (inconvertible currency) anda aramdgradi va-

luta (soft currency). am kategorias miekuTvneba mravali

ganviTarebadi qveynis erovnuli valuta.

spotbazrebi da forvarduli bazrebi. mravali sa-

erTaSoriso komerciuli operacia iTvaliswinebs gadax-

debs (angariSsworebas) momavalSi. aseTia magaliTad, ope-

raciebi dakreditebaze da Sesyidvebi kreditiT. cxadia,

breton-vudsis sistemaze uaris Tqmis Semdeg, savaluto

kursebis ryevadoba tipuri movlenaa, ris gamo aseTi sa-

erTaSoriso operaciebi maRali riskis Semcvelia. dRe-

vandel savaluto bazarze valutebiT vaWroba SeiZleba

ganxorcieldes dauyovneblivi miwodebiT, anda momaval-

Si dadgenil droSi miwodebiT. spotbazari (spot market) – anu sxvanairad naRdi operaciebis bazari — warmoad-

gens bazars, sadac xorcieldeba savaluto garigebebi,

romlebic dauyonebliv Sesrulebas eqvemdebareba (ro-

gorc wesi, 2 dReSi). spot-operaciebze (naRd operacieb-

ze) yvela ucxouri savaluto operaciis daaxloebiT 40

procenti modis.

forvarduli bazari (forvard market) iseTi bazaria,

sadac xorcieldeba savaluto operaciebi, romlebic un-

da dasruldes momavalSi drois gansazRvruli momenti-

saTvis. savaluto bazrebze da presaSi, rogorc wesi,

qveyndeba ucxouri valutebis fasebi, romelTa miwodeba

ganxorcieldeba 30, 90 da 180 dRis Semdeg.

423

forvarduli bazris bevri monawile svopis tipis

savaluto operaciebs axorcielebs. svopoperacia (swop transaction) iseTi operaciaa, romlis procesSi erTdrou-

lad xorcieldeba erTi da imave valutis yidva-gayidva,

magram maTi miwodeba xdeba sxvadasxva dros. magaliTad,

savaluto svop-operaciis procesSi amerikuli samrewve-

lo kompania, romelic iRebs kredits erT-erTi britanu-

li bankidan 10 mln funti sterlingis moculobiT 30

dRis vadiT, yidis 10 mln funt sterlings spotbazarze,

raTa miiRos Tavis gankargulebaSi ekvivalenturi Tanxa

aSS dolarebSi da imavdroulad yidulobs 10 mln funt

sterlings (plius im Tanxis funtebSi, romelic man unda

daufaros banks procentis saxas) 30 dRian forvardul

bazarze, raTa dafaros funtebSi denominirebuli Tavisi

krediti.

savaluto bazarze kompaniebis mier momavalSi uc-

xouri valutis miRebis kidev ori meqanizmi arsebobs.

erT-erTi aseTi meqanizmia savaluto fiuCersi (currency futures), romelic mudmivad kotirdeba mraval savaluto

birJaze. es garigeba Zalian waagavs forvardul kon-

traqts, magram misgan gansxvavdeba imiT, rom savaluto

fiuCersi gaTvaliswinebulia valutis standartul Tan-

xaze (magaliTad, 12,5 mln iaponuri iena, anda 125 aTasi

Sveicariuli franki) da aqvs miwodebis standartuli va-

da (mag., yoveli Tvis mesame samSabaTs garigebis meti va-

dis ganmavlobaSi). savaluto fiuCersi naklebad gamoiye-

neba savaluto bazarze (yvela operaciis daaxloebiT er-

Ti procenti).

savaluto bazris meore meqanizmia savaluto opci-

oni (currency option), romelic kompanias aZlevs uflebas

(magram ar avaldebulebs) iyidos an gayidos ucxouri va-

lutis garkveuli raodenoba mocemul fasSi garkveuli

drois ganmavlobaSi. opcioni yidvaze (call option) – aris

iseTi kontraqti, romelic mis mflobels aZlevs ufle-

bas, SeiZinos ucxouri valuta. opcioni gayidvaze (put

424

option) – aris iseTi kontraqti, romelic mis mflobels

aZlevs uflebas gayidos ucxouri valuta. savaluto op-

cionebi Tavisuflad kotirdeba msoflios yvela birJaze.

magaliTad, opcionebi kanaduri dolaris gayidvaze da

yidvaze xelmisawvdomia Cikagos sasaqonlo birJaze (kon-

traqtis moculoba 100 000 kanaduri dolaris tolia) da

a.S. savaluto opcionebze modis savaluto bazrebze gan-

xorcielebuli yvela operaciis daaxloebiT 5 procenti.

forvarduli bazari, savaluto opcionebi da sava-

luto fiuCersebi xels uwyobs saerTaSoriso savaWro-

sainvesticio procesebs imiT, rom kompaniebs saSualebas

aZlevs moaxdinon savaluto riskis hejireba (Semcireba),

romelic Tan axlavs saerTaSoriso garigebebs.

saerTaSoriso praqtikaSi farTod gamoiyeneba

spotkursis kategoria. spotkursi (Spot rate) aris erTi

saxelmwifos valutis fasi, gamoxatuli meore saxelmwi-

fos valutaSi, dadgenili garigebebis gaformebis dros,

romelic dauyonebliv unda iqnas miwodebuli (gadaxdi-

li). igi gviCvenebs, ramdenad maRalia erovnuli valutis

fasi qveynis gareT operaciebis ganxorcielebis momenti-

saTvis.

ucxouri valutis forvarduli kursi metwilad

gansxvavdeba misi spotkursisagan. Tu forvarduli kur-

si (warmodgenili pirdapiri kotirebis saxiT) naklebia

spotkursze, valuta iyideba forvarduli fasdaTmobiT,

anu forvarduli diskontiT (forvard discount). Tu for-

varduli kursi aRemateba spotkurss, valuta iyideba

forvarduli danamatiT, anu forvarduli premiiT

(forvard premium).

magaliTi: davuSvaT, rom britanuli funtis spot-

kursi 2009 wlis 6 agvistosaTvis Seadgenda 1,6099 aSS do-

lars, rac niSnavs funtis gayidvas forvarduli fasdaT-

mobiT. wliuri gaangariSebiT forvarduli danamati an

daTmoba SeiZleba gaangariSebul iqnas Semdegi formu-

liT:

425

xnPs

PsPiQ −= , sadac,

Q-aris forvarduli danamati an fasdaTmoba wliu-

ri gaangariSebiT;

Pi-samTviani forvarduli kursi (=$1,6004); Ps- spotkursi (=$1,6009); n-wlis ganmavlobaSi forvarduli periodis raode-

noba (3 Tvianis SemTxvevaSi igi 4-is tolia).

Cveni magaliTis SemTxvevaSi

%.36,24$1,6009

$1,6009-$1,6004−== XQ

miRebuli uaryofiTi sidide (-2,36 %) gviCvenebs,

rom funti iyideba forvarduli fasdaklebiT. Tu fun-

tis forvarduli kursi maRali iqneboda spotkursze

(pirdapiri kotirebisas), gaangariSebis Sedegi iqneboda

dadebiTi, rac mianiSnebs valutis yidvas forvarduli

danamatiT.

forvarduli kursi warmoadgens valutis spot-

kursis erTobliv sabazro prognozs momavlisaTvis. Se-

sabamisad, forvarduli fasi exmareba saerTaSoriso me-

warmeebs moaxdinon savaluto kursebis cvlilebis prog-

nozireba. am cvlilebebma SeiZleba gavlena iqonion pro-

duqciis warmoebisas gamoyenebuli importuli komponen-

tebis fasze, agreTve kompaniis konkurentunarianobasa

da misi saeqsporto operaciebis momgebianobaze. im qvey-

nis valuta, romlis sagadasaxdelo balansSi adgili aqvs

deficits an inflaciis maRal dones, metwil SemTxvevaSi

iyideba forvarduli fasdaklebiT. piriqiT, Tu valuta

iyideba forvarduli danamatiT, savaluto bazarze aris

rwmena imisa, rom droTa viTarebaSi am valutis gacvliTi

kursi amaRldeba. aseT SemTxvevaSi kompaniebma SeiZleba

gazardon TavianTi aqtivebi anda Seamciron am valutaze

TavianTi valdebulebebi. im qveynis valuta, romlis sa-

426

vaWro balansi dadebiTia, anda inflaciis done dabalia,

metwil SemTxvevaSi iyideba forvarduli danamatiT.

arbitraJi da savaluto bazari. arbitraJuli ope-

raciebi savaluto bazris erT-erTi mniSvnelovani ele-

mentia. arbitraJi (arbitrage) aris iseTi urisko opera-

cia, romelic dakavSirebulia erTdroulad romelime

saqonlis erT bazarze yidvasa da amave saqonlis sxva ba-

zarze gayidvasTan am bazrebze, am saqonlis fasTa sxvao-

bis Sedegad mogebis miRebis mizniT. savaluto bazris

mdgomareobaze gavlenas axdens ori tipis arbitraJuli

operacia: sasaqonlo arbitraJi da savaluto arbitraJi.

sasaqonlo arbitraJi — msyidvelobiTunariano-

bis prioriteti. sasaqonlo arbitraJis safuZvelia Za-

lian ubralo koncefcia: Tu arsebobs erT saqonelze

fasTa sxvaoba or bazarze, adamianebi am saqonels SeiZe-

nen iq, sadac misi fasi ufro dabalia (ìaf~ bazrze) da ga-

yidian mas iq, sadac masze ufro met fass SesTavazeben

(`Zvir~ bazarze). erTiani fasis kanonis Sesabamisad ase-

Ti arbitraJuli operaciebi gagrZeldeba manam, sanam sa-

qonelze maTi fasi erTnairi ar gaxdeba orive bazarze.

saerTaSoriso sasaqonlo arbitraJis koncefcia

formulirebulia msyidvelobiTunarianobis parite-

tis TeoriaSi (theory of purchasing power parity, PPP). am

Teoriis Tanaxmad sxvadasxva qveyanaSi savaWro saqonlis

fasi xasiaTdeba gamoTanabrebis tendenciiT savaluto

kursis ryevis Sedegad. msyidvelobiTunarianobis pari-

tets adgili aqvs im mizeziT, rom iaf bazarze saqonlis

SeZenis da misi Zvir bazarze gayidvis procesi gavlenas

axdens ucxouri valutaze moTxovnis doneze (anu mis

kurszec), iseve rogorc or sasaqonlo bazarze TviT sa-

qonlis sabazro fasze.

magaliTi: davuSvaT, rom gacvliTi kursi aSS do-

larsa da kanadur dolars Soris Seadgens US $0,80=Can $1. aseve davuSvaT, rom sigareti `malboros~ bloki fasiT 24

aSS dolari iyideba amerikaSi da fasiT 30 kanaduri do-

427

lari — kanadaSi. am SemTxvevaSi adgili aqvs msyidvelobi-

Tunarianobis paritets, ramdenadac arsebuli gacvliTi

kursis SemTxvevaSi:

$24. US$30n $1.Can $0,80. US

=xCa

amrigad, blok `malboros~ aqvs erTi da igive fasi

orive qveynis bazarze (Sesabamisad aSS da kanadur dola-

rebSi). Sesabamisad, arc aSS da arc kanadis macxovreb-

lebs ar dasWirdebaT sazRvris gadakveTa, raTa meore

qveyanaSi SeiZinon sigareti.

axla ki davuSvaT, rom garemoebaTa gamo kanadurma

kompaniebma gazardes investiciebis moculoba meqsikaSi.

es niSnavs, rom kanadelebma unda gayidon TavianTi dola-

ri da SeiZinon meqsikuri peso. amis Sedegad savaluto ba-

zarze gaizrdeba kanaduri dolaris raodenoba, rac ga-

moiwvevs misi kursis dacemas. vTqvaT, aSS dolarsa da ka-

nadur dolars Soris Camoyalibda axali gacvliTi kursi:

0,60 aSS dolari=1 kanadur dolars. am SemTxvevaSi msyid-

velobiTunarianobis pariteti ar sruldeba. aseTi gac-

vlis pirobebSi aSS mcxovreblebma SeiZleba gadakveTon

kanadis sazRvari, gacvalon 18 aSS dolari 30 kanadur

dolarze da SeiZinon 1 bloki sigareti `malboro~ da

amiT gaakeTon 6 dolaris ekonomia. warmodgenili maga-

liTi Zalian martivia. 6 dolaris ekonomiisaTvis erTi

qveynidan meoreSi gadaadgileba uazroa, Tumca mosaz-

Rvre regionebSi esec dasaSvebia. amasTan, unda aRiniSnos,

rom aSS dolarsa da kanadur dolars Soris gacvliTi

kursi ganisazRvreba ufro rTuli faqtorebiT, vidre am

or qveyanaSi sigaretis fasi. Tumca, Tu or qveyanas Soris

araa msyidvelobiTunarianobis pariteti zogadad nebis-

mier saqonelze, adamianebi Seecdebian iyidon saqoneli

iaf bazarze da gadaitanon igi Zvir bazarze. amiT isini

zegavlenas axdenen rogorc am or bazarze arsebul fa-

sebze, aseve savaluto bazarze valutis miwodebisa da

moTxovnis doneze. swored amitomaa, rom msyidvelobi-

428

Tunarianobis paritetis TeoriaSi aRiarebulia fasebis

tendencia gamoTanabrebisaken.

msyidvelobiTunarianobis paritetis Teoria gamoi-

yeneba agreTve grZelvadian periodSi savaluto kursis

ryevis prognozirebisaTvis. sxvadasxva qveyanaSi msyidve-

lobiTunarianobaSi arsebuli gansxvavebebi iZleva sava-

luto kursis cvlilebis signals.

savaluto arbitraJi. savaluto arbitraJi

(arbitrage of exchange) aris savaluto operaciis erT-erTi

saxe da gulisxmobs valutis yidva-gayidvas Semdgomi

kontrgarigebis(ukugarigebis) ganxorcielebiT, mogebis

miRebis mizniT sxvadasxva savaluto bazarze kursTa s-

xvaobis (sivrciTi arbitraJi) anda drois garkveul peri-

odSi kursTa ryevis Sedegad (droiTi arbitraJi). sasa-

qonlo arbitraJi savaluto arbitraJTan SedarebiT

grZelvadiani xasiaTisaa. amasTan, am ukanasknelis gavle-

na savaluto bazarze ufro Zlieria. savaluto bazarze

dRe-RameSi ganxorcielebuli garigebebi, romlebic 1

trilion dolars aRemateba, aris savaluto arbitraJis

Sedegi. bankebsa da sxva safinanso organizaciebSi momu-

Save treiderebi, romlebic saqmianoben savaluto bazar-

ze, cdiloben mogebis miRebas sxvadasxva bazarze valu-

tebis kursTa sxvaobis bazaze. savaluto bazarze arbit-

raJuli garigebebi mniSvnelovnad CamorCeba sasaqonlo

garigebebs sasaqonlo birJebze, Tumca mas didi mniSvne-

loba aqvs saerTaSoriso vaWrobis ganviTarebisaTvis.

drois nebismier momentSi, rodesac adgili aqvs sa-

valuto bazris wonasworobis ryevas, profesionali tre-

iderebi iReben mogebas savaluto arbitraJiT. arsebobs

savaluto arbitraJis mravali forma, romelTa Soris

unda aRiniSnos Semdegi: ormxrivi arbitraJi; sammxrivi

arbitraJi; saprocento arbitraJi.

ormxrivi arbitraJi (two-point arbitrage), romelsac

aseve uwodeben geografiul arbitraJs (geographic arbitrage), gulisxmobs mogebis miRebas teritoriulad

429

gancalkavebul bazrebze erTi da igive valutis kursis

sxvaobis Sedegad. magaliTi: davuSvaT 1 funti sterlingi

iyideba 2 dolarad niu-iorkSi da 1,80 dolarad london-

Si. aseT situaciaSi SeiZleba mogebis miReba. kerZod, ban-

kis savaluto treiders SeuZlia 1,80 dolarad SeiZinos

londonis bazarze funti strlingi. Semdeg es nayidi fu-

li gayidos niu-iorkis savaluto bazarze 2 dolarad.

treideris mier ganxorcielebuli am geografiuli (or-

mxrivi) garigebiT TiTqmis uriskod banks SeuZlia moge-

bis miReba.

ra Tqma unda, sxva bankebis savaluto treiderebic

SeamCneven mogebis swrafad miRebis SesaZleblobas. imis

mixedviT, arbitrebi rogor gayidian dolarebs da iyidian

funts londonSi, dolaris kursi funtis mimarT Semcir-

deba londonis birJaze. meore mxriv, imis mixedviT, arbit-

rebi rogor gayidian funts da iyidian dolars niu-iorkSi,

funtis kursi dolaris mimarT daecema niu-iorkis birJa-

ze. es procesi gagrZeldeba manam, sanam orive birJaze do-

larsa da funts Soris gacvliTi kursi ar gawonaswordeba.

mas Semdeg, rac savaluto bazarze ar iqneba savaluto

kursebis sxvaobis Sedegad mogebis miRebis SesaZlebloba,

savaluto bazarze wonasworoba damyardeba.

sammxrivi arbitraJi. ganvixiloT kidev erTi maga-

liTi: davuSvaT, rom 1 funtis SeZena 2 dolarad SesaZle-

belia niu-iorkSi, tokiosa da londonSi, xolo 1 dola-

rad SesaZlebelia 120 ienis SeZena am samive qalaqSi da 1

funtad — 200 ienis samive qalaqSi. ramdenadac gacvliTi

kursi TiToeul wyvil valutebs Soris erTnairia samive

qalaqSi, ar arsebobs ormxrivi arbitraJuli garigebebiT

mogebis miRebis saSualeba, magram arsebobs mogebis miRe-

bis SesaZlebloba sammxrivi arbitraJis (three-point arbitrage) meSveobiT. sammxrivi arbitraJi aris sami sxva-

dasxva valutis yidva da gayidva riskis gareSe mogebis

miRebis mizniT. amisaTvis unda Catardes samsafexuriani

operacia: 1. 1 funti gaicvalos 2 dolarze; 2. 2 dolari

430

gaicvalos 240 ienaze; 3, 240 iena gaicvalos 1,2 dolarze.

am operaciebis Sesrulebis Sedegad 1 funtis nacvlad mi-

iReba 1,2 funti, anu yovelgvari riskis gareSe mogeba Se-

adgens 0,2 funts.

saprocento arbitraJi (Convered-interest arbitrage) iseTi arbitraJia, romelsac adgili aqvs im SemTxvevaSi,

rodesac or qveyanaSi procentul ganakveTebs Soris sxva-

oba forvarduli fasdaTmobis (danamatis) araekvivalen-

turia, maTi erovnuli valutebis gacvliT kursTan mimar-

TebaSi. arbitraJis es forma yvelaze mniSvnelovania sava-

luto bazarze arsebul sxva formebs Soris. saerTaSori-

so bankebis, sadazRvevo kompaniebis da korporaciebis fi-

nansuri samsaxurebis specialistebi mudmivad swavloben

msoflioSi savaluto bazrebis mdgomareobas maqsimaluri

mogebis miRebis mizniT, agreTve eZeben minimalur sapro-

cento ganakveTebian moklevadian kreditebs. magram am

dros warmoiqmneba savaluto riskisagan Tavis dazRvevis

aucilebloba. aqedan warmoiSva `dafaruli saprocento

arbitraJis~ kategoria. misi moqmedebis meqanizmi SeiZle-

ba demonstrirebul iqnas Semdegi magaliTiT:

davuSvaT, rom wliuri gaangariSebiT 90 dRiani de-

pozitis saprocento ganakveTi londonSi Seadgens 12%

(funt-sterlingis depozitebze) da 8% niu-iorkSi (aSS

dolaris depozitebze). aseT SemTxvevaSi investorebi

niu-iorkidan Seecdebian ufro maRali mogebis miRebas

investiciur kapitalze, romelic xelmisawvdomia in-

glisSi. es rom gaakeTon, maT unda gacvalon dolari fun-

tze da moaxdinon funtis investireba londonSi. meore

mxriv, investorebs niu-iorkidan sWirdebaT dolari da

ara funti, amitomac 90 dRiani periodis gavlis Semdeg

maT unda moaxdinon funtis dolarSi konvertireba. mag-

ram am periodSi funtis kursi SeiZleba daeces. aseT Sem-

TxvevaSi damatebiTi procenti, romelsac niu-iorkelebi

miiReben londonSi, SeiZleba gaixarjois 90 dRis Semdeg

funtis dolarze gacvlisas danakargebis dasafaravad.

431

kiTxvaze — ratom arsebobs saprocento ganakveTebs

Soris gansxvaveba sxvadasxva qveynebSi, pasuxi gasca ie-

lis universitetis profesorma irvin fiSerma 1931 wels.

man daamtkica, rom qveyanaSi nominaluri saprocento ga-

nakveTi warmoadgens realur saprocento ganakveTs pli-

us am qveyanaSi mosalodneli inflaciis done. amrigad,

gansxvaveba inflaciis mosalodnel tempebs Soris gan-

sazRvravs gansxvavebebs saprocento ganakveTebs Soris

sxvadasxva qveyanaSi. es fenomeni cnobilia saxelwodebiT

`fiSeris saerTaSoriso efeqti~ (International Fisher effect). fiSeris saerTaSoriso efeqtis, aseve saprocento arbit-

raJis Sedegad ama Tu im qveyanaSi inflaciis mosalodne-

li donis amaRleba iwvevs am qveyanaSi saprocento ganak-

veTebis zrdas. amas, Tavis mxriv, mivyavarT saerTaSoriso

bazarze an forvarduli damatebis SemcirebasTan, an

forvarduli fasdaTmobis zrdasTan qveynis erovnul va-

lutaze. iReben ra mxedvelobaSi am kavSirs inflaciasa

da savaluto kursis mosalodnel ryevas Soris, saerTa-

Soriso mewarmeebi da savaluto treiderebi guldasmiT

akvirdebian inflaciis dinamikas msoflios sxvadasxva

qveyanaSi. inflaciisa da savaluto kursebs Soris kavSi-

ri gavlenas axdens saerTaSoriso savaluto sistemaze.

bolos unda aRiniSnos ramdenime mizezi, romlebic

gansazRvraven arbitraJis did mniSvnelobas. arbitra-

Jul operaciebze modis saerTaSoriso savaluto bazar-

ze dRe-RameSi ganxorcielebuli vaWrobis moculobis

umetesi nawili. arbitraJuli operaciebi gavlenas axde-

nen yvela sakvanZo valutis miwodeba-moTxovnaze. garda

amisa, arbitraJi aerTianebs erTian struqturad sxvadas-

xva savaluto bazrebs, riTac xdeba teritoriul gansxva-

vebulobasTan (ormxrivi arbitraJi), valutebis saxeebs

Soris (sammxrivi arbitraJi), agreTve droiT gansxvavebu-

lobasTan (saprocento arbitraJi) arsebuli probleme-

bis gadawyveta. arbitraJis meSveobiT xdeba savaluto

bazris globalizacia.

432

13.3. kapitalis saerTaSoriso bazari

kapitalis saerTaSoriso bazris formirebasa da

funqcionirebaSi sakvanZo adgili ganekuTvnebaT saerTa-

Soriso bankebs. maT sasicocxlo mniSvneloba gaaCniaT

agreTve saerTaSoriso kompaniebis dafinansebaSi, sadac

isini asruleben rogorc komerciuli, aseve sainvesti-

cio sabanko dawesebulebebis funqciebs. komerciuli

bankebis saxiT isini uzrunvelyofen saeqsporto-saim-

porto operaciebis dafinansebas, iReben depozitebs,

gascemen kreditebs, TavianT klientebs uweven kvalifi-

ciur momsaxurebas finansuri operaciebis regulirebis

da kontrolis kuTxiT. saerTaSoriso bankebi asruleben

sainvesticio dawesebulebebis funqciebs, gascemen adgi-

lobriv, ucxour da saerTaSoriso kreditebs anda qmnian

sabanko konsorciumebs msxvili kreditebis miwodebisaT-

vis, agreTve uzrunvelyofen sabrokero momsaxurebas,

afinanseben erToblivi sawarmoebis Seqmnas da a.S.

ZiriTadi saerTaSoriso bankebi. saerTaSoriso sa-

banko sistemis birTvs warmoadgens msxvili bankebi, rom-

lebic daspecializebulni arian moklevadiani kapitalis

bazris operaciebze. am bankebis Stab-binebi mdebareoben

msoflios iseT safinanso centrebSi, rogoricaa iaponia,

aSS, inglisi, germania, safrangeTi da a.S.

saerTaSoriso sabanko saqmianobis ramdenime forma

arsebobs. Tavdapirvelad saerTaSoriso sabanko opera-

ciebi xorcieldeboda bankebs Soris, romlebic sxvadas-

xva qveyanaSi mdebareobdnen. umeteswilad ormxrivi sako-

respondento urTierTobis formiT. sakorespondento

urTierTobebi (correcpondent relationship) aris saagento

urTierTobebi, romlis dros banki gamodis Tavis qveya-

naSi rogorc korespondenti anda agenti meore (ucxou-

ri) bankisaTvis. magaliTad, amerikul banks SeuZlia iyos

safrangeTis bankis korespondenti aSS-Si. aseve safran-

geTis banks SeuZlia iyos amerikuli bankis koresponden-

433

ti safrangeTSi. korespondenti-bankebi asruleben iseT

operaciebs, rogoricaa fuladi saxsrebis gacema ucxo-

ur kompaniebze anda maTgan gadasaxadebis miReba, infor-

maciis miwodeba kompaniebis kreditunarianobaze, agreT-

ve akredituli werilebis ganaRdeba. am operaciebis uz-

runvelsayofad TiToeul banks sxva bankSi gaaCnia adgi-

lobriv valutaSi deponirebuli angariSi.

ukanasknel periodSi msxvili bankebis saqmianobis

internacionalizaciis kvaldakval farTovdeba maTi

sazRvargareTuli qvedanayofebis qseli. es niSnavs, rom

msxvili bankebi upiratesobas aniWeben ara makorespon-

dentebeli bankebis momsaxurebas, aramed Tavad xsnian sa-

kuTar qvedanayofebs sazRvargareT, riTac qmnian opti-

malur garemos rogorc sakuTari, aseve sxva bankebis

klientebisaTvis.

bankebis ucxouri qvedanayofebis ramdenime tipi

arsebobs. bankis qvedanayofi, romelic daregistrirebu-

lia rogorc kompania, damoukidebeli saTao bankisagan,

iwodeba Svilobil bankad (subsidiary bank); qvedanayofi,

romelic araa daregistrirebuli rogorc calke damou-

kidebeli kompania, aris bakis filiali (branch bank). zo-

gierT SemTxvevaSi saerTaSoriso banki upiratesobas ani-

Webs asocirebuli (afilirebuli) struqturis Seqmnas.

asocirebuli banki, anu afilianti (affiliated bank) aris

bankis ucxouri qvedanayofi, romlis Tanamflobelia mo-

cemuli banki da misi samamulo an ucxouri partniori.

bankebis komerciuli da investiciuri momsaxu-

reba. saerTaSoriso bankebis da maTi qvedanayofebis

erT-erTi mTavari funqciaa komerciuli momsaxurebis

gaweva. aseTi sabanko momsaxurebiT sargebloben saqon-

lis eqsportiorebi da turistebi, rodesac TavianT

erovnul valutas an samgzavro Ceks cvlian adgilsamyo-

feli qveynis adgilobriv valutaze. swored, erTi qvey-

nis fuladi erTeulis meore qveynis valutaze fizikuri

gacvla warmoadgens saerTaSoriso bankebis mniSvnelovan

434

funqcias, magram ufro mniSvnelovania maTi saqmianoba

yoveldRiuri komerciuli operaciebis uzrunvelyofisa

da dafinansebis mxriv. gansakuTrebiT didi nawili modis

iseT operaciebze, rogoricaa: garigebebis moklevadiani

dafinanseba; gadasaxdelebis gagzavna saerTaSoriso

eleqtronuli sistemebis gamoyenebiT; ucxouri valutis

forvarduli Sesyidva; klientebis kvalificiuri kon-

sultireba saqonlis eqsport-importis dokumentaciis

gaformebisa da angariSsworebis sakiTxebze da sxv.

komerciul momsaxurebasTan erTad, saerTaSoriso

bankebi TavianT klientebs uweven investiciur momsaxu-

rebas. bankebis investiciuri ganyofilebebis momsaxure-

biT sargebloben korporaciuli klientebi dokumente-

bis gaformebis da grZelvadiani savalo qaRaldebisa da

aqciebis ganTavsebis, kompaniaTa Serwymis, firmebis SeZe-

nis da sxva sferoebSi. gamwvavebuli konkurenciuli

brZola aiZulebs saerTaSoriso bankebs uzrunvelyon ma-

Ti saqmianobis globalizacia, raTa SeinarCunon da gaaZ-

lieron TavianTi kapitalis miwodebis potenciali kli-

entebisTvis minimalur SesaZlo procentebSi.

evrovalutis bazari. evrovalutis bazari finan-

suri sistemis kidev erTi mniSvnelovani elementia. evro-

valutis bazari (Tavdapirvelad igi èvrodolaris baz-

rad~ iwodeboda) aRmocenda gasuli saukunis 50-ian wleb-

Si. misi warmoSoba dakavSirebulia centraluri da aRmo-

savleT evropis qveynebis komunisturi xelisuflebis

moTxovnilebasTan, saerTaSoriso vaWroba daefinansebi-

naT dolarebSi. Tumca, maT hqondaT SiSi, rom politiku-

ri mizezebiT maT angariSebs amerikul bankebSi aSS xeli-

sufleba dablokavda. am problemis Tavidan acilebis

mizniT gamoiyeneboda evropuli bankebis momsaxureba,

romlebic Tavisuflad xsnidnen angariSebs aSS dolareb-

Si. ase warmoiSva evrodolarebi (eurodollars) – aSS dola-

rebi, deponirebuli evropis bankebis angariSze. garda ev-

ropulisa, msoflios sxva msxvilma bankebma (kanada, iapo-

435

nia) daiwyes dolarebSi deponirebuli depozituri Sena-

tanebis miReba, ris gamo terminma èvrodolari~ moicva

nebismieri sadolaro angariSi. meore msoflio omis Sem-

deg sxva valutebis mdgradobis da rolis amaRlebis Se-

degad evrovalutis bazari gafarTovda evroienis, evro-

funtis da sxva valutebze. dRevandel etapze termi-

ni ,,evrovaluta~(eurocurrency) niSnavs valutas im qvey-

nis gareT denominirebul sabanko angariSs, sadac igi iqna

gamoSvebuli.

evrovalutis bazris ganviTarebis paralelurad mim-

dinareobda evrokreditebis bazris formireba. evrokre-

ditis bazari xasiaTdeba maRali konkurenciiT, amitom

kreditorebi Zalian dabali marJiT muSaoben, rac niSnavs

mcire gansxvavebas kreditebisa da depozitebis ganakve-

Tebs Soris. evrokreditebze saprocento ganakveTebi xSi-

rad ganisazRvreba LIBOR ganakveTiT (LIBOR - London Interbank Offer Rate). LIBOR – aris saprocento ganakveTi,

romelsac londonis bankebi uniSnaven erTmaneTs evrova-

lutaSi miwodebul moklevadian kreditebze. evrokredi-

tebis bazari yvelaze xelsayreli kreditebis miRebis wya-

roa msxvili mravalerovnuli korporaciebisa da samTav-

robo struqturebisaTvis. aseTi situaciis sami ZiriTadi

mizezi arsebobs. pirveli, evrokreditebi ar aris damoki-

debuli samTavrobo normatiul aqtebze, mag., sarezervo

moTxovnaze, romelic aregulirebs bankebis saqmianobas.

meore, evrokreditebi gamoiyofa mxolod msxvil garige-

bebze, mesame, evrosesxebis bazris momsaxurebiT sargeb-

loben msxvili kreditunariani msesxeblebi. amitomac kre-

ditorebi riskze ufro dabal premias aweseben.

gasuli saukunis 70-ian wlebSi amerikulma bankebma

gamoxates ukmayofileba imazed, rom sarezervo moTxov-

na da sxva regulaciuri wesebi dawesebuli federaluri

sarezervo sammarTvelos mier, xels uSlida maT evro-

pul da aziur bankebTan konkurenciaSi. ucxouri bankebi,

romlebic gascemdnen kreditebs evrodolarebSi, ar

436

emorCilebodnen am normatiul moTxovnebs. am problemis

gadaWris mizniT aSS federaluri saamarTvelos mier gai-

ca nebarTva saerTaSoriso bankebTan saerTaSoriso qve-

danayofis Camoyalibebis Sesaxeb, romlebic imuSavebda

SeRavaTiani reJimiT. SeRavaTian pirobebSi moqmedi ban-

kis saerTaSoriso qvedanayofi (internacional banking facility, IBF), wamoadgens amerikuli bankis qvedanayofs, romelic

samarTlebrivad damoukidebulia am bankisagan da SeuZ-

lia mxolod saerTaSoriso sabanko momsaxurebis gaweva.

aseTi qvedanayofebi gaTavisuflebulia mravalricxova-

ni Sida sabanko regulaciis wesebis dacvisagan. amasTan,

dadgenili wesebiT, maT ar SeuZliaT TavianT qveyanaSi

gaswion sabanko momsaxureba. aseT qvedanayofebs SeuZli-

aT miiRon depozitebi mxolod aSS ararezidentebisagan,

anda miawodon kreditebi mxolod aSS ararezidentebs.

SeRavaTiani reJimiT bankebis saerTaSoriso qvedanayofe-

bis sistemis Seqmnam amerikul bankebs saSualeba misca

Tanabar pirobebSi gauwion konkurencia evrokreditebis

bazarze sxva saerTaSoriso bankebs.

obligaciebis saerTaSoriso bazari. msxvili kom-

paniebis, saerTaSoriso organizaciebisa da sxvadasxva

qveynis mTavrobisaTvis obligaciebis bazari warmoad-

gens sasesxo (savalo) dafinansebis ZiriTad wyaros. tra-

diciulad es bazari Sedgeba ori tipis fasiani qaRalde-

bisagan fiqsirebuli saprocento SemosavlebiT: ucxou-

ri obligaciebisa da evroobligaciebisagan. ucxouri

obligaciebi (foriegn bonds) – aris obligaciebi, rom-

lebsac uSvebs A qveynis rezidenti, xolo yidis B qvey-

nis rezidenti amave qveynis valutaSi. mag., koka-kolas,

aSS-is rezidents SeuZlia gamouSvas ucxouri obligacia

denominirebuli funt sterlingSi da gayidos igi upir-

velesad inglisis rezidentebze. evroobligacia

(eurobonds) – aris obligacia, romelic gamoiSveba A qveynis valutaSi, magram gaiyideba sxva qveynis reziden-

tis mier. magaliTad, kompania àmerikis aviaxazebs~ SeuZ-

437

lia moizidos nasesxebi kapitali 1 mlrd dolaris mocu-

lobiT, gankuTvnili axali TviTmfrinavebis SesaZenad,

daniis rezidentebis mier evrooblogaciebis gayidvis

gziT, romelic denominirebulia dolarebSi. obligacie-

bis saerTaSoriso bazris ZiriTad valutebs warmoadge-

nen aSS dolari da evro.

kapitalis msoflio bazris ganviTarebasTan erTad

obligaciebis saerTaSoriso bazari sul ufro rTuli

xdeba. investiciuri bankebis sindikatebi, kompaniebi,

romlebic saqmianoben fasiani qaRaldebis operaciebiT,

aerTianeben saerTaSoriso obligaciebis kompleqsur pa-

ketebs, gankuTvnils msxvili kreditunariani msesxeblis

(transnacionaluri kompaniebi, mTavrobebi, saerTaSori-

so organizaciebi) moTxovnilebaTa dakmayofilebisaT-

vis. aseTi globaluri obligaciebis gamoSveba gaxda erT-

erTi mniSvnelovani axali finansuri instrumenti. glo-

baluri obligacia (global bonds) – aris msxvili likvi-

duri finansuri aqtivi, romliTac vaWroba xdeba nebismi-

er qveyanaSi nebismier dros. pirveli globaluri obli-

gacia gamoSvebul iqna msoflio bankis mier. am bankma ga-

yida globaluri obligacia aSS dolarSi denominirebu-

li 1,5 mlrd dolaris moculobiT erTdroulad Crdi-

loeT amerikaSi, evropasa da iaponiaSi. Semdeg aseTi ob-

loigaciebis gamoSveba daiwyes msoflios msxvilma ban-

kebma.

obligaciebis bazarze arsebobs kidev sxva SesaZ-

leblobani. mag., msesxebels aqvs ufleba obligaciaze

procenti gadaixados erT valutaSi, xolo ZiriTadi Tan-

xa — meore valutaSi. msesxebels SeuZlia aseve miaRwios

ufro mcire saprocento ganakveTs inflaciisagan Tavis

dasaRwevad. amisaTvis saWiroa sesxis ZiriTadi Tanxis da-

farva miabas oqros fass an sesxebis specialur uflebas.

iseve rogorc evrokreditebis, evroobligaciebis

bazari xasiaTdeba konkurenciis maRali doniT, amitom

msesxeblebs bevr SemTxvevaSi saSualeba aqvT miiRon saWi-

438

ro saxsrebi sakmaod xelsayrel pirobebSi. garigebaTa

didi Tanxa, msesxebelTa kreditunarianoba, agreTve re-

gulaciis wesebisagan damoukidebloba, romelic saval-

debuloa kapitalis Siga bazarze da romelTa Sesruleba

dakavSirebulia did danaxarjebTan — xels uwyobs amgvar

kreditebze saprocento ganakveTebis Semcirebas.

aqciebis globaluri bazari. transnacionaluri

kompaniebis rolis gaZlierebam da telesakomunikacio

teqnologiebis srulyofam gamoiwvia korporaciuli aq-

ciebis bazrebis globalizacia. damwyebi kompaniebis Se-

saZleblobani kapitalis mozidvaSi dReisaTvis mxolod

sakuTari wyaroebiT ar SemoisazRvreba. daregistrire-

bul kompaniebsac SeuZliaT moaxdinon fuladi saxsrebis

mobilizacia aqciebis damatebiTi emisiis meSveobiT. kom-

paniebi SeaRweven ra saerTaSoriso bazarSi, TavianTi Svi-

lobili sawarmoebisaTvis kapitalis mozidvaSi upirate-

sobas aniWeben am bazars. ukanasknel periodSi kapitalis

mozidvis axali forma inergeba e.w. saqveyno fondis

(country fund) saxiT, romelic aris urTierTmxardaWeris

fondi, daspecializebuli investiciebze mocemuli qvey-

nis kompaniebSi.

aqciebis bazris globalizacia xels uwyobs finan-

suri momsaxurebis industriis globalizacias. mTeli

rigi kompaniebi specializdebian finansuri momsaxurebis

miwodebaze, afarToeben saqmianobas Siga bazridan Ziri-

Tadi saerTaSoriso finansuri centrebisaken. amgvari

kompaniebi aqtiurad cdiloben TavianTi klientebi, gan-

Tavsebuli dedamiwis sxvadasxva wertilebSi, uzrunvel-

yon saTanado kapitaliT, rekomendaciebiT, finansuri

bazrebis analizis SedegebiT, saWiro finansuri operaci-

ebiT da a.S.

finansuri bazrebis globalizaciaSi mniSvnelovan

rols asruleben ofSoruli finansuri centrebi. aseTi

centrebi specializdebian klientebisaTvis, romlebic

ar arian qveynis rezidentebi sabanko da sxva finansur

439

momsaxurebaze. bevri aseTi centri ganlagebulia kun-

Zul-saxelmwifoTa teritoriaze: bahamis kunZulebi, bah-

reini, kaimanovis kunZulebi, bermudis kunZulebi, anti-

liis kunZulebi, singapuri. luqsemburgi da Sveicaria

marTalia ar ganekuTvnebian kunZulovan saxelmwifoebs,

magram mniSvnelovan ofSorul finansur centrebs war-

moadgenen.

transnacionaluri korporaciebi xSirad sargeblo-

ben ofSoruli centrebis momsaxurebiT, raTa xelsayre-

li pirobebiT miiRon kreditebi evrovalutaSi. mravali

transnacionaluri kompania am centrebSi ganaTavsebs Ta-

vianT Svilobil kompaniebs, romlebic dasaqmebuli arian

finansuri operaciebiT da aqvT SesaZlebloba gamoiyenon

am zonebis upiratesobebi.

ofSoruli zonebis ZiriTadi upiratesobebi mdgo-

mareobs SemdegSi: politikuri stabiluroba; liberalu-

ri normatiul-samarTlebrivi klimati; eqspertuli Se-

fasebis miRebis SesaZlebloba samarTlebriv, buRal-

trul, finansur da sxva sakiTxebze; dabali an nulovani

sagadasaxado ganakveTebi da a.S. Tanamedrove etapze of-

Soruli finansuri centrebi kapitalis bazris globali-

zaciis mniSvnelovani faqtoria.


1. riT aris ganpirobebuli saerTaSoriso savaluto sis-

temis warmoqmna da arseboba?

1. ra etapebi gamoiara saerTaSoriso savaluto siste-

mis evoluciam?

2. ra faqtorebma gamoiwvia oqros standartis kraxi?

3. raSi mdgomareobs breton-vudsis SeTanxmebis arsi

da ram gamoiwvia misi kraxi?

4. daaxasiaTeT,,sesxebis specialuri uflebis~ Sinaarsi.

440

5. raSi mdgomareobs iamaikis, plazas da luvris SeTan-

xmebebis Sinaarsi?

6. valutis kursis kotirebis ramdeni xerxi arsebobs

da riT gansxvavdebian isini erTmaneTisgan?

7. aRwereT gansxvaveba fiqsirebuli savaluto kursis

sistemasa da moqnili savaluro kursis sistemas So-

ris.

8. romeli faqtorebi gansazRvravs ama Tu im valutis

moTxovnas da miwodebas savaluto bazarze?

9. rogoria saerTaSoriso bankebis roli savaluto

bazrebis funqcionirebaSi?

10. daaxasiaTeT sxvadasxva meTodebi, romlebic SeiZle-

ba gamoiyenon kompaniebma savaluto kursis ryevebi-

sagan Tavis dasacavad.

11. axseniT arbitraJuli operaciebis sxvadasxva tipebis

arsi, romlebic gavlenas axdenen savaluto bazarze.

12. daaxasiaTeT evrovaluta da misi Tanamedrove Sinaarsi.

13. raSi mdgomareobs ofSoruli finansuri centrebis

upiratesobebi saerTaSoriso biznesis gansaxorcie-

leblad?

literatura:

1. Гриффин Р, Пастей М., Международный бизнес, 4-ое изд. Питер.- 2006;

2. Чиченов М.В., Основы международного бизнеса: учебное пособие.-М.: КНОРУС, 2009;

3. Шевчук Д. А. Международная финансовая система: учебное пособие.-Ростов н/ Д: Феникс, 2006.

441

Tavi XIV

saerTaSoriso finansuri menejmenti


1. saerTaSoriso vaWrobis finansuri aspeqtebi;

2. savaluto riskebis marTva;

3. sabrunavi kapitalis marTva;

4. ucxouri kapitaldabandebebis Sefaseba;

5. kapitalis dafinansebis saerTaSoriso wyaroebi.

14.1. saerTaSoriso vaWrobis finansuri aspeqtebi

saerTaSoriso garigebebSi, iseve rogorc nebismier

doneze samewarmeo garigebebSi, myidveli da gamyidveli

unda SeTanxmdnen iseT sabazo sakiTxebze, rogoricaa sa-

qonlis (momsaxurebis) fasi, raodenoba da mowodebis va-

debi. amasTan, rodesac garigebebSi monawileobs sxvadas-

xva qveynis myidveli da gamyidveli, warmoiqmneba damate-

biTi amocanebi: romel valutaSi ganxorcieldes opera-

cia; rodis da rogor Semowmdes kreditunarianoba; ga-

daxdis rogori forma iqnas gamoyenebuli; rogor moxdes

finansuri garigebebis organizacia.

valutis SerCeva. saerTaSoriso vaWrobaSi erT-er-

Ti sakvanZo adgili ukavia im valutis SerCevas, romelSic

ganxorcieldeba garigeba. saqme imaSia, rom eqsportio-

rebs da importiorebs am kuTxiT gansxvavebuli Sexedu-

lebebi gaaCniaT. eqsportiori upiratesobas aniWebs ga-

daxdas sakuTar mSobliur valutaSi, raTa zustad ico-

des, ra Tanxas miiRebs importiorisagan, importiors ki

metwilad urCevnia gadaixados sakuTari valutiT, raTa

zustad icodes, ra Tanxas uxdis eqsportiors. zogjer

orive maTgani upiratesobas aniWeben mesame valutas. es

im SemTxvevaSi, rodesac maTi qveynis valuta arastabi-

442

luria. aseT SemTxvevaSi maTTvis xelsayrelia garigebis

gadaxda aSS dolarebSi, iaponur ienaSi, evroSi an sxva

romelime qveynis stabilur valutaSi. saerTaSoriso ga-

rigebaTa praqtikaSi yvelaze didi nawili modis aSS do-

larze. navTobmopovebisa da komerciuli TviTmfrinave-

bis mSeneblobis sferoSi gadaxdebi mxolod aSS dola-

rebSi xorcieldeba. msxvili qonebis eqsportiorebi im-

portiorebs angariSs udgenen maT samamulo valutaze,

mcire qveynebis eqsportiorebi ki savaWro garigebebs ax-

denen msxvili partniori qveynis valutaSi.

kreditunarianobis Semowmeba. saerTaSoriso vaW-

robaSi didi mniSvneloba aqvs myidvelis kreditunaria-

nobis gansazRvras. rodesac importiori finansurad

stabiluri da saimedo kompaniaa da masTan adre ukve iyo

jansaRi saqmiani urTierToba, maSin eqsportiors SeuZ-

lia masTan martivi urTierToba, ufro metic, SeiZleba

kreditic ki miawodos. magram Tu importioris finansuri

mdgomareoba aramdgradia da saeWvoa anu riskis faqtori

maRalia, maSin eqsportiori araTu kredits gascems, ara-

med misgan moiTxovs romelime formiT saqonlis Rirebu-

lebis gadaxdas.

komerciuli operaciisas saWiroa myidvelis kredi-

tunarianobis Semowmeba. firmas gaaCnia aseTi Sefaseba-

Semowmebis martivi da iafi meqanizmebi. SeiZleba am miz-

niT gamoTxovil iqnas sarekomendacio werili, an miRe-

bul iqnas mis momsaxure makorespondentebeli bankidan

saWiro informacia, agreTve mopovebul iqnas aseTive in-

formacia ucxouri myidvelebisagan, romlebic adre ur-

TierTobdnen am firmasTan. mraval qveyanaSi firmis kre-

ditunarianobis SefasebisaTvis momsaxurebas ewevian sam-

Tavrobo organoebi, romlebic pasuxs ageben eqsportze.

zogan ki Camoyalibebulia firmebis kreditunarianobis

Semfasebeli specializebuli komerciuli samsaxurebi.

Tu firma uars ganacxadebs kreditunarianobis Semowme-

443

baze, mas seriozuli problemebi Seeqmneba komerciuli

garigebebis dros.

fulis gadaxdis xerxebi da angariSsworebis for-

mebi. saerTaSoriso ekonomikur garigebebSi mxareebi wi-

naswar moilaparakeben fulis gadaxdis xerxebis da anga-

riSworebis formebze, romelsac safuZvlad daedeba eq-

sportioris mier importioris konkurentunarianobis

Sefasebis maCveneblebi. dReisaTvis praqtikaSi arsebobs

gadaxdis mravali forma: gadaxda avansad; Ria angariSi;

dokumenturi inkaso; akreditivi; sakredito baraTebi da

Semxvedri vaWroba.

• gadaxda avansad (payment in advance) eqsportio-

risaTvis gadaxdis yvelaze usafrTxo meTodia. misi arsi

mdgomareobs imaSi, rom eqsportiori firma importiori-

sagan fuls iRebs manam, sanam moxdeba saqonlis miwodeba

da CamotvirTva. am SemTxvevaSi eqsportioris riski mci-

rea.

importiorisavis avansad gadaxda araxelsayrelia.

erTi mxriv, igi misTvis sariskoa, radgan eqsportiorma

SeiZleba ver uzrunvelyos saqonlis (momsaxurebis) mi-

wodeba gansazRvrul droSi, gansazRvruli xarisxiT da

moculobiT, xolo meore mxriv, mas Tavisi fulis gamoye-

neba ufro efeqtianad SeeZlo saqonlis CamotvirTamde

(sxva momgebiani mizniT gamoyeneba, magaliTad bankSi Ca-

deba depozitis saxiT). miuxedavad maRali riskis Semcve-

lobisa, avansad gadaxdis praqtika mainc gamoiyeneba, gan-

sakuTrebiT im SemTxvevaSi, rodesac garigebaTa mxareebs

Soris tradiciuli urTierToba da didi ndoba arsebobs.

• Ria angariSi (open accunt) gulisxmobs fulis ga-

daxdas importioris mier saqonlis miRebis Semdeg. aseTi

forma importiorisaTvis ufro usafrTxo da misaRebia.

importioris mier saqonlis miRebis Semdeg eqsportiori

mas warudgens angariSs, sadac miuTiTebs Tanxas, gadax-

dis formas da vadas.

444

eqsportiorisaTvis Ria angariSi SeiZleba arasa-

surveli iyos sxvadasxva mizezis gamo: pirveli — eqspor-

tiori efuZneba ZiriTadad importioris reputacias,

rac garkveuli safrTxis Semcvelia; meore — operaciaSi,

rodesac ar monawileobs banki Suamavlis saxiT, eqspor-

tiors ar SeuZlia isargeblos misi gamocdilebiT, im-

portiorTan uTanxmoebis warmoSobis SemTxvevaSi; mesame

— rogorc wesi, Ria angariSis gamoyenebisas Zalian mcire

raodenobis dokumenti dgeba da Tu importiorma uari

Tqva gadaxdaze, maSin am garemoebam SeiZleba problemebi

Seqmnas sasamarTloze.

importioris mxridan gadauxdelobis problemis

warmoqmnisas, SeiZleba gamoyenebul iqnas saerTaSoriso

operaciebis dakreditebaze specializebuli firmebi,

romlebic uwodeben faqtorings (faqtoring). aseTi firmebi

SeiZenen savaWro firmebisagan sasesxo valdebulebebs

`nominalze~ dabal fasSi. Sedegad amisa, isini iReben mo-

gebas, xolo importiors eZleva saSualeba gaanaRdos Ta-

visi valdebuleba eqsportioris winaSe.

aRsaniSnavia, rom Ria angariSebi yvelaze ufro mie-

sadageba yidva-gayidvaSi sakmaod didi xnis tradicis

mqone firmebs, romelTa Soris Camoyalibebulia ndoba

da maRali reputacia.

avansad gadaxdas da Ria angariSs axasiaTebT saerTo

niSani. orive meTodSi fuladi nakadis uzrunvelyofis

tvirTi da defoltis riski gadadis operaciis romelime

erT mxareze: myidvelze — avansis SemTxvevaSi da gamyid-

velze — Ria angariSis SemTxvevaSi.

• dokumenturi inkaso (documentary collection) gu-

lisxmobs komerciuli bankebis agentis rolSi gamosvlas

gadaxdis procesis xelSewyobis mizniT. gadaxdis am for-

mis gamoyenebisas eqsportiori adgens dokumentebs sa-

xelwodebiT: Tamasuqi (draft) an trata (bill of exchange),

romlis Tanaxmad myidveli iRebs valdebulebas garkve-

ul vadaSi gadaxdaze. mas Semdeg, rac eqsportiori gaag-

445

zavnis saqonels, igi gadascems tratas da Sesabamis saqo-

nelgamyol dokumentacias Tavis banks, romelSic mTava-

ria konosamenti. konosamenti (bill of hading), anu satran-

sporto zednadebi TamaSobs or mniSvnelovan rols: erTi

mxriv, igi aris kontraqti transportirebaze eqsporti-

orsa da gadamzidels Soris, xolo, meore mxriv, aris do-

kumenti, romelic adasturebs saqonelze sakuTrebis uf-

lebas.

Semdgom, instruqciis Tanaxmad, eqsportioris banki

ukavSirdeba importioris qveynidan bank-korespodents

(an Tavis erT-erT filials am qveyanaSi). am ukanasknelma

unda gasces importiorze konosamenti, riTac importi-

ors gadaecema saqonelze sakuTrebis ufleba, maSin roca,

igi Seasrulebs eqsportioris mier gamowerili tratis

pirobebs. sqematurad es procesi SeiZleba Semdegnairad

warmovadginoT:

sadac,

1 — eqsportiori CamotvirTavs saqonels;

2 — eqsportiori Tavis banks gadascems tratas (Ta-

masuqs), dokumentebs da konosaments;

446

3 — eqsportioris banki importioris banks gaugzav-

nis dokumentebs;

4 — importioris banki Seatyobinebs importiors sa-

buTebis miRebis Sesaxeb;

5 — importiori ixdis fuls (fulis gadaxda);

6 — importioris banki gascems konosaments da mas-

Tan erTd uflebas sakuTrebaze;

7 — importioris bankidan gadasaxdeli Tanxa gadae-

cema eqsportioris banks;

8 — eqsportioris banki importioris bankidan miRe-

bul Tanxas gadascems eqsportiors.

unda aRiniSnos, rom arsebobs Tamasuqis ori saxe:

ubralo Tamasuqi (trata `mokiTxvamde~), romliTac ga-

daxda xdeba eqsportioridan importiorze sakuTrebaze

uflebis gadacemisas. gadasayvani Tamasuqi (vadiani ga-

daxda), romliTac importiors miewodeba krediti. gadax-

da unda ganxorcieldes drois gansazRvrul periodSi

(30, 60 dRe) importioris mier saqonlis miRebis Semdeg.

imisaTvis, rom vadiani tratis (gadasayvani Tamasuqis) ga-

moyenebisas miRebul iqnas sakuTrebaze ufleba, impor-

tiorma unda uzrunvelyos misi aqceptireba (garantire-

ba) da amiT aiRos valdebuleba tratis gadaxdaze dadge-

nil droSi. aqceptirebul vadiani tratas ewodeba savaW-

ro aqcepti (trade acceptance). importioris bankma SeiZleba

TviTon moaxdinos vadiani tratis aqceptireba (sazRau-

riT) da amiT sakuTar Tavze aiRos im Tanxis gadaxdis

valdebuleba, romelic importiors unda gadaexada eq-

sportiorisaTvis. aseT SemTxvevaSi trata gardaiqmneba

sabanko aqceptad (bankers acceptance). eqsportiors SeuZlia Seinaxos savaWro aqcepti an

sabanko aqcepti manamde, vidre ar dadgeba misi anazRau-

rebis vada. saerTaSoriso bankebi da sxva komerciuli

kreditorebi xSirad yiduloben aqcepts nominalze uf-

ro dabal fasSi, rac saSualebas aZlevs eqsportiorebs

447

dauyovnebliv miiRon fuladi saxsrebi. zogierTi aqcep-

ti iyideba ukugamoTxovis uflebis gareSe (`brunvis ga-

reSe~), rac niSnavs, rom aqceptis myidveli zaraldeba im-

portioris mier gadaxdaze uaris Tqmis SemTxvevaSi. ami-

tom metwilad aqcepti iyideba ukugamoTxovis uflebiT,

rac niSnavs, rom importioris mier fulis argadaxdis

SemTxvevaSi eqsportiori valdebuli iqneba aanazRauros

aqceptis myidvelisadmi miyenebuli zarali. maRali ris-

kis gamo aqceptebis yidva xdeba sakmaod didi fasdaTmo-

biT.

eqsportioris SexedulebiT gadaxdebs inkasos meS-

veobiT garkveuli upiratesobebi gaaCnia Ria angariSis

gamoyenebasTan SedarebiT: pirveli — sabanko gasamrje-

lo dokumenturi inkasos ganxorcielebisaTvis zomie-

ria; meore — mTeli rigi qveynebis kanonmdeblobiT savaW-

ro an sabanko aqcepti iuridiuli Zalisaa, rac aZlierebs

eqsportioris samarTlebriv poziciebs im SemTxvevaSi

Tu importiori uars ityvis gadaxdaze; mesame — bankebis

monawileoba amartivebs eqsportiorisaTvis inkasos pro-

cess, radgan bankebi ufro gamocdilebi arian eqsporti-

orTan SedarebiT saerTaSoriso gadaxdebis sferoSi.

miuxedavad am upiratesobebisa, dokumenturi inka-

sos meTodis gamoyenebisas eqsportiori mainc risks ewe-

va. davuSvaT, adgilobrivi saqmiani klimati Seicvala, an

importiorma gamonaxa saqonlis ufro iafi wyaro. am Sem-

TxvevaSi mas SeuZlia ubralod uari Tqvas miwodebaze da

ar daaaqceptiros trata. amisaTvis SeiZleba man moZeb-

nos raRac mizezi (saqonlis araswori SefuTva, miwodebis

dagvianeba da a.S.). aseT viTarebaSi eqsportioris saqone-

li ucxoeTis portSi darCeba (razedac man Tanxa unda ga-

daixados). dasaSvebia isic, rom importiorma ar gadaixa-

dos vadiani trata dadgenil droSi. aseT SemTxvevaSi eq-

sportiors rCeba importiorze zemoqmedebis samarTleb-

rivi instrumentebi, Tumca maTi gamoyeneba did dros,

energias da finansur saxsrebs moiTxovs.

448

• akreditivi. msgavsi sirTuleebis Tavidan acile-

bis mizniT, eqsportiorebi gadaxdas xSirad iTxoven ak-

reditivis gamoyenebiT. akreditivi (Letter of credit) bankis

mier gacemuli dokumentia, romelic Seicavs valdebule-

bas gadauxados eqsportiors mis mier yvela valdebule-

baTa Sesrulebis Sesaxeb dadasturebis SemTxvevaSi. Tav-

mdebi bankis arsebobisas akreditivi naklebad sariskoa

eqsportiorisaTvis, vidre dokumenturi inkaso. Tumca

bankebi am pirobaze mxolod maSin daTanxmdebian, Tu dar-

wmundebian, rom importiorebi aanazRaureben maT xar-

jebs. akreditivi xelsayrelia eqsportiorisaTvis imi-

Tac, rom banki informirebulia importioris kredituna-

rianobis Sesaxeb.

rogorc wesi, importiori akreditivisaTvis mimar-

Tavs im adgilobriv banks, romelSic aqvs gaxsnili mas an-

gariSi. banki afasebs importioris kreditunarianobas,

swavlobs mocemul garigebas, gansazRvravs, saWiroa Tu

ara finansuri Tavdeboba. Tu yvelaferi wesrigSia, gas-

cems akreditivs, risTvisac importiorisagan iRebs gar-

kveul sazRaurs. akreditivSi mieTiTeba is pirobebi,

romliTac importioris banki gadauricxavs eqsportio-

ris banks Tanxas saqonelze. am pirobebSi ZiriTadad Se-

dis: angariSfaqtura, saTanado sabaJo dokumenti, kono-

samenti, tvirTis dazRvevis mowmoba. saqonlis saxeobi-

dan gamomdinare, importioris bankma SeiZleba moiTxo-

vos eqsportze damatebiT licenzia, saqonlis warmoSoba-

ze mowmoba, daTvalierebis aqti.

importioris banki, akreditivis gacemis Semdeg, mas

TandarTul dokumentebTan erTad ugzavnis eqsportio-

ris banks, romelic auwyebs (avizebs) Tavis klients akre-

ditivis pirobis Sesaxeb, riTac qmnis avizebul akredi-

tivs. eqsportiorma Tavis banks SeiZleba Txovos akredi-

tivze gadaxdis sakuTari garantiebis damateba, ris Sede-

gad miiReba e.w. dadasturebuli akreditivi. aseTi in-

strumenti gansakuTrebiT mniSvnelovania, rodesac im-

449

portiors aRelvebs politikuri riski. Tu misi qveynis

xelisufleba daawesebs kontrols erovnul valutaze an

dablokavs importiori bankis mxridan anazRaurebas, eq-

sportiors SeuZlia fulisaTvis mimarTos im banks, ro-

melmac daudastura akreditivi.

akreditivis Semdegi saxea aragamoxmobiTi akredi-

tivi, romelic ar eqvemdebareba cvlilebas orive mxaris

(importioris da eqsportioris) werilobiTi Tanxmobis

gareSe. banks aseve SeuZlia gasces gamoxmobiTi akredi-

tivi, romelic banks SeuZlia Secvalos nebismier dros

nebismieri sababiT. aseTi akreditivi uzrunvelyofs eq-

sportioris ufro metad dacvas aragamoxmobiT akredi-

tivTan SedarebiT. akreditivis gacemas, avizebas da da-

dasturebas banki axdens garkveuli sazRauris misaRebad.

amitom, saerTaSoriso firmebma winaswar unda gansaz-

Rvron momsaxurebis romeli forma airCion, raTa Tavi-

dan aicilon arasaWiro xarjebi.

sayuradReboa, rom rodesac saqoneli iyideba akre-

ditivis pirobebiT, gadaxdis faqti araa damokidebuli,

Sesrulda Tu ara myidvelsa da gamyidvels Soris dade-

buli yidva-gayidvis xelSekrulebis pirobebi. akrediti-

vis gamcemi banki gadaxdis process axorcielebs mxolod

akreditivis pirobebis srulad Sesrulebis SemTxvevaSi.

es niSnavs, rom Tu eqsportiorma Seasrula akreditivis

pirobebi, importioris banki valdebulia gadauxados mas

fuli, Tundac importiorma uari Tqvas saqonelze an ga-

daxdaze. es ukve importioris bankis da ara eqsportio-

ris problemaa. akreditivis gamoyenebis sqema tipuri sa-

erTaSoriso savaWro operaciisaTvis sqematurad SeiZle-

ba Semdegnairad warmovadginoT:

450

sqemaSi cifrebi aRniSnaven Semdeg Sinaarss:

1 — yidva-gayidvis xelSekrulebaSi angariSsworebis

formad mieTiTeba akreditivi;

2 — importiori akreditivisaTvis mimarTavs adgi-

lobriv banks;

3 — importioris banki Seatyobinebs eqsportioris

banks akreditivis gacemis Sesaxeb;

4 — eqsportioris banki avizebs anda adasturebs ak-

reditivs;

5 — eqsportiori CamotvirTavs saqonels;

6 — eqsportiori gadaagzavnis dokumentebs Tavis

bankSi;

7 — dokumentebi gadaigzavneba gansaxilvelad im-

portioris bankSi;

8 — importioris banki gadaagzavnis dokumentebs im-

portiorTan;

9 — xorcieldeba kontraqtiT gaTvaliswinebuli

Tanxis gadaxda (anda banki importze gascems kredits);

10 — importioris banki agzavnis fuls eqsportio-

ris bankSi;

11 — eqsportiori misi bankidan iRebs Tanxas.

451

• Semxvedri vaWroba. saerTaSoriso tranzaqcieb-

Si gadaxdis damatebiTi meTodis saxiT gamoiyeneba Sem-

xvedri vaWroba (counter trade). igi gulisxmobs firmis mier

saqonlisa da momsaxurebaze fulis sanacvlod sxva ramis

miRebas. Semxvedri vaWrobis saxesxvaobebia: barteri, Sem-

xvedri yidva, iribi gamosyidva da ofseturi (kompleqsu-

ri) garigeba.

Semxvedri vaWrobis martivi formaa barteri

(barter), rodesac mxareebi erTdroulad cvlian saqonels.

SedarebiT rTuli formaa Semxvedri yidva, rode-

sac erTi firma mocemul droSi saqonels yidis meore

firmaze, xolo anazRaurebas iRebs produqciis saxiT me-

ore firmidan ufro gvian. es forma farTodaa gavrcele-

buli. mas aseve uwodeben paralelur barters, radgan

mxareebis mier xelSekrulebiT aRebuli valdebulebebis

Sesruleba droSi erTmaneTs ar emTxveva. magaliTad,

praqtikaSi aris SemTxvevebi, TviTmfrinavebi gayidon

navTobze, yavaze, brinjze da a.S.

Semxvedri vaWrobis erT-erTi formaa iribi gamos-

yidva (buy-bask), rodesac erTi firma meoreze yidis war-

moebis saSualebebs, xolo anazRaurebis saxiT iRebs misi

saSualebiT damzadebul produqcias. mag., saqsovi daz-

gis gayidvidan fulis nacvlad am dazgebiT damzadebuli

windebis an sxva saxis msubuqi mrewvelobis produqciis

miReba.

Semxvedri vaWrobis mniSvnelovani formaa agreTve

ofseturi garigeba (offset purechases), rodesac saeqspor-

to produqciis calkeuli komponentebi iwarmoeba im-

portis qveyanaSi. aseTi SeTanxmeba gansakuTrebiT mniS-

vnelovania saxelmwifo organoebze samxedo teqnikis mi-

yidvisas (reaqtiuli gamanadgureblebi, tankebi da a.S.).

Semxvedri vaWrobis gasamartiveblad firmebs Se-

uZliaT moilaparakon kliringuli angariSis gaxsnis Se-

saxeb. am SemTxvevaSi firma-eqsportiori iRebs valdebu-

lebas Semxvedri vaWroba ganaxorcielos ekvivalenturi

452

TanxiT, romelic Caiwereba mis kliringul angariSSi. ro-

desac eqsportiori iZens saqonels misi partniorisagan,

angariSidan Camoiwereba Sesabamisi Tanxa.

14.2. savaluto riskebis marTva

imis gamo, rom saerTaSoriso firmebs Soris garige-

bebi xdeba ucxour valutaSi, maTi kursis ryevam SeiZle-

ba gazardos an Seamciros riskebi. eqspertebi valutis

gacvliTi kursis cvlilebasTan dakavSirebiT gamoyofen

sami saxis risks: tranzaqciuri, translaciuri da ekono-

mikuri.

tranzaqciuri riski. firma SeiZleba aRmoCndes

tranzaqciuri riskis qveS, rodesac saerTaSoriso ope-

raciebis finansur Sedegebze SeiZleba gavlena moaxdi-

nos gacvliTi kursis ryevam, romelic moxdeba mas Semdeg,

rac firma oficialurad aiRebs valdebulebas operaciis

ganxorcielebaze. mocemuli riski damaxasiaTebelia mra-

vali tipuri saerTaSoriso saqmiani operaciebisaTvis

(tranzaqciebisaTvis), romelic xorcieldeba ucxour va-

lutaSi. aRniSnuli operaciebi moicavs: saqonlis, momsa-

xurebis an aqtivebis yidvas; saqonlis, momsaxurebis anda

aqtivebis gayidvas; kreditis miwodebas; fuladi saxsre-

bis nasesxobas.

magaliTi: davuSvaT, rom amerikuli X univermaRi sa-

axalwlod apirebs saaTebis Sesyidvas SveicariaSi firmi-

dan 5 mln Sveicariul frankad im pirobioT, rom gadaxda

moxdeba miwodebis dros. garigeba Sedga 10 aprils, xolo

mowodeba unda moxdes 10 dekembers. am momentidan X uni-

vermaRi eqceva riskis qveS imis gamo, rom garigebis da-

sasrulisaTvis, anu 10 dekembrisaTvis, saaTebis Rirebu-

leba, Siga valutis gacvliTi kursis (aSS dolarebSi)

ryevebis Sedegad, SeiZleba gaizardos, Tumca araa gamo-

ricxuli, rom Semcirdes kidevac. X univermaRs SeeZlo

453

Tavidan aecilebina riski kontraqtis dolarebSi dade-

biT, magram maSin tranzaqciuri riskis qveS aRmoCndebo-

da Sveicaruli firma. saerTaSoriso tranzaqciebisas

ori mxridan erT-erTi iRebs am risks.

amerikul X firmas gaaCnia tranzaqciur riskTan

midgomis ramdenime forma:

- miiRos savaluto riski e.w. `SiSveli riski~;

- ganaxorcielos Sveicaruli frankis forvardu-

li Sesyidva;

- SeiZinos savaluto opcioni Sveicarul frankSi;

- SeiZinos makompensirebeli aqtivi.

savaluto riskis miReba. X firmas SeuZlia uari

Tqvas tranzaqciur dacvaze, anu cnobierad miiRos sava-

luto riski. amiT firma uSvebs, rom aprilidan dekem-

bramde aSS dolaris fasi moimatebs Sveicariuli fasis

mimarT. Tu es marTlac moxda 10 dekembrisaTvis, firmas

ufro naklebi dolari eqneba gadasaxdeli, magram, Tu pi-

riqiT situacias eqna adgili, mas 5 mln Sveicariuli

frankis ekvivalenti meti dolaris gadaxda mouwevs.

`SiSveli~ variantis SerCevisas X firmas ar mouwevs Sua-

mavlebze Tanxis gadaxda, rogorc amas aqvs adgili qve-

moTmoyvanil sxva danarCen midgomebSi.

Sveicariuli frankis forvarduli Sesyidva. X

firmas SeuZlia Tavidan aicilos tranzaqciuri riski

sxvadasxva xerxiT. magaliTad, mas SeuZlia winaswar iyi-

dos savaluto bazarze Sveicariuli franki 10 oqtombri-

saTvis `miwodebis~ vadiT. am midgomis mTavari mimarTu-

lebaa is, rom X firmas garantirebuli aqvs fasi dola-

rebSi, romelic man unda gadauricxos firmas saaTebis

Rirebulebis asanazRaureblad. uaryofiTi mxarea is,

rom X firma xelidan uSvebs mogebis SesaZleblobas Svei-

cariul frankis mimarT aSS dolaris ganmtkicebis Sem-

TxvevaSi. plius amas, amerikul firmas mouwevs garkveu-

li xarjebis gaweva bankis momsaxurebasa da damatebaze

Sveicariuli frankis SeZenis dros.

454

Sveicariuli frankebiT savaluto opcionebis

Sesyidva. X firmas SeuZlia Seisyidos savaluto opcioni

oqtombris TveSi 5 mln Sveicariuli frankis SesaZenad.

rogorc cnobilia, opcionebis Sesyidva myidvels saSua-

lebas aZlevs, magram ar avaldebulebs, momavalSi SeiZi-

nos gansazRvruli valuta fiqsirebuli fasiT. opcionis

SeZeniT X firmas eZleva garantia gadaixados franki ara

umetes imisa, rac naCvenebia opcionSi. oqtomberSi, rode-

sac dadgeba saaTebis anazRaurebis vada, X firma aRasru-

lebs opcions im SemTxvevaSi, Tu dolaris kursi frankis

mimarT daiwevs, an ar gamoiyenos opcioni, Tu dolaris

fasi aiwevs. aqedan Cans opcionis upiratesoba forvar-

dul an fiuCersul kontraqtTan SedarebiT.

opcionuri kontraqtis naklovaneba imaSi mdgomare-

obs, rom igi ufro Zviria hejirebis sxva xerxTan Sedare-

biT. opcionis fasi meryeobs 3,0-dan 5,5 %-mde garigebis

mTliani Tanxidan. amitomac, am meTods mimarTaven ufro

mdidari kompaniebi. opcionuri kontraqtis upiratesoba

ki imaSi gamoixateba, rom misi saSualebiT SeiZleba moge-

bis miReba. Cveni magaliTis SemTxvevaSi dolaris kursis

matebisas X firmas SeuZlia ar gamoiyenos opcioni da ma-

Sin igi dakargavs fuls misi moqmedebis vadis amowurvi-

sas, xolo forvarduli da fiuCersuli kontraqtisas es

SeuZlebelia. SeiZleba iTqvas, rom samive zemoTaRniSnu-

li tranzaqciis tipis gamoyenebisas firma erTnairadaa

daculi valutis kursis dacemisas.

• translaciuri riski. firmam aqcionerebis wina-

Se Tavisi saqmianobis Sesaxeb angariSis warsadgenad unda

Seadginos konsolidirebuli finansuri angariSi da masSi

unda Seitanos Tavisi Svilobili kompaniebis finansuri

Sedegebi. amasTan, Tu Svilobil firmebSi aRricxva war-

moebs ucxour valutaSi, SeiZleba warmoiqmnas garkveuli

problemebi. translaciuri riski (translation exposure) ewo-

deba valutebis gacvliTi kursis cvlilebis gavlenas

firmis finansur angariSebze, ris gamo adgili aqvs ucxo-

455

uri Svilobili kompaniebis Rirebulebis cvlilebas, ga-

moxatuls mSobeli (saTavo) firmis saSinao valutaSi.

gacvliTi kursi fiqsirebuli rom iyos, aseTi riski ar

iarsebebda. imis gamo, rom translaciuri riski warmoi-

Soba finansuri angariSgebis erT valutaSi konsolidi-

rebis aucileblobis Sedegad, mas xSirad buRaltrul

daucvelobasac uwodeben.

translaciuri riskis magaliTi: davuSvaT, rom ame-

rikulma X kompaniam britanul banks gadauricxa 15 mln

aSS dolari, raTa misma Svilobilma firmam daiwyos ope-

raciebi. aseve davuSvaT, rom fulis gadaricxvis dRes 1

funti sterlingi toli iyo 1,50 aSS dolaris. aseT viTa-

rebaSi Svilobili firmis erTaderTi aqtivia sabanko an-

gariSi 10 mln funt sterlingis moculobiT. Tu dolaris

kursi gaizarda (1 funti=1,45 dolars), Svilobil kompa-

nias isev 10 mln funti eqneba. magram, rodesac X kompaniis

buRaltrebi konsolidirebul safinanso angariSs Sead-

genen, investiciebi britanul Svilobil firmaSi Sefase-

buli iqneba 14,5 mln aSS dolarad (10 mln х 1,45 aSS do-

larze). amrigad, X korporaciis translaciuri danakargi

iqneba 0,5 mln dolari (15 mln aSS dolars — 14,5 mln aSS

dolari = 0,5 mln aS dolars).

finansur menejerebs SeuZliaT Seamciron transla-

ciuri riski balansis hejirebis meSveobiT, rodesac sa-

erTaSoriso korporacia gaaTanabrebs Tavis aqtivebs de-

nominirebuls gansazRvrul valutaSi, valdebulebebTan,

aseve denominirebuls imave valutaSi.

magaliTi: X kompania jorjias Statidan saqmianobs

iaponiis dazRvevis bazarze. imisaTvis, rom daicvas Tavi-

si wminda investiciebi (4,8 mlrd aSS dolari) translaci-

uri riskisagan, kompania axorcielebs balansis ormag he-

jirebas. misi iaponuri Svilobili firma flobs 2,5 mlrd

aSS dolaris Rirebulebis fasian qaRaldebs. sxva Svilo-

bili firmebis dasafinanseblad saTavo (mSobel) kompania

iaponiis bankebidan iRebs kredits, 1,3 mlrd aSS dolaris

456

ekvivalenturs, iaponur ienSi. am tranzaqciis Sedegad X

kompaniam mniSvnelovnad Seamcira ienis fasis cvlile-

basTan dakavSirebuli translaciuri riski.

unda aRiniSnos, rom eqspertebs Soris arsebobs gan-

sxvavebuli mosazreba, uRirs Tu ara firmas transaqciu-

ri riskis dacva. specialistebis nawili Tvlis, rom mene-

jerebma yuradReba ar unda miaqcion am risks da izrunon

tranzaqciuri riskis Sesamcireblad. maTi azriT, tran-

zaqciuri risks SeuZlia realurad zaralis miyeneba ma-

Sin, rodesac translaciuri riski arsebobs mxolod qa-

Raldze — buRaltrul dokumentebSi. eqspertTa nawilis

azriT ki, translaciuri riskis ignorireba dauSvebelia.

• ekonomikuri riski. Tu kompania regularulad

yidulobs an yidis saqonels da momsaxurebas sazRvarga-

reT, igi mudmivad awydeba mogebis Semcirebisa da xarje-

bis zrdis risks, romelic dakavSirebulia valutebis

kursebis araxelsayrel cvlilebasTan. strategiuli

kuTxiT ekonomikuri riskis muqara imsaxurebs firmis

umaRlesi xelmZRvanelobis mxridan mudmiv yuradRebas,

radgan igi praqtikulad misi saqmianobis yvela mxares

exeba (warmoeba, marketingi, finansuri dagegmva da a.S.).

ekonomikuri riski ganekuTvneba momaval sakontraq-

to garigebebs, anu mas aqvs grZelvadiani xasiaTi da da-

kavSirebulia kompaniebis grZelvadian ganviTarebasTan.

saerTaSoriso vaWrobaSi nebismieri kompaniisaTvis, ro-

melic xarjebs eweva erT valutaSi, xolo Semosavals Re-

bulobs meore valutaSi warmoiSveba zaralis muqara. va-

lutis kursis nebismieri cvlileba iwvevs kompaniis fi-

nansuri da sabazro mdgomareobis gauaresebas an gaumjo-

besebas. ekonomikur risks SeiZleba hqondes damRupveli

Sedegi msxvili kompaniis ganviTarebis strategiaSi.

arsebobs ekonomikuri riskis ori mTavari Sedegi

kompaniisaTvis gacvliTi kursis araxelsayreli cvlile-

bis SemTxvevaSi:

457

- mogebis Semcireba momaval opcionebze. aseT eko-

nomikur risks ewodeba pirdapiri;

- safaso konkurentunarianobis garkveuli nawilis

dacva ucxour mwarmoeblebTan SedarebiT. aseT ekonomi-

kur risks ewodeba iribi.

pirdapiri ekonomikuri riskis wyaroa operaciebi,

romlebic ganxorcieldeba momavalSi. irib ekonomikur

risks ganekuTvneba gamowveuli valutebis kursebis moZ-

raobiT xarjviTi da safaso konkurentunarianobis cvli-

leba.

ekonomikur risks gansakuTrebiT eqvemdebareba

grZelvadiani investiciebi SenobebSi, nagebobebSi da

mowyobilobebSi, maSinac ki, rodesac isini mdebareoben

firmis Siga bazarze.

ekonomikuri riskis marTvis mniSvnelovani elemen-

tia gacvliTi kursis cvlilebebis albaTobebis analizi

da Sefaseba. am saqmeSi aqtiuri monawileoba unda miiRon

saerTaSoriso firmebma, konsultantebma da eqspertebma,

gansakuTrebiT ki saerTaSoriso savaluto fondma da

msoflio bankma.

14.3. sabrunavi kapitalis marTva

savaluto riskis marTva mWidro kavSirSia saerTa-

Soriso kompaniebis finansuri menejmentis meore amoca-

nasTan — sabrunavi kapitalis marTvasTan. transnaciona-

lur kompaniebSi es amocana ufro rTulia, vidre wminda

nacionalur firmebSi. transnacionaluri kompaniebis me-

nejerebma unda gaaanalizon TiToeuli Svilobili sawar-

mos sabrunavi kapitali, Tanac TiToeul valutaSi, rom-

lebSic es sawarmoebi axorcieleben operaciebs, agreTve,

mTlianad korporaciis doneze. amasTan, maT unda uzrun-

velyon dabalanseba sami korporaciuli finansuri miz-

nis: finansuri saxsrebis naSTebis minimizacia; valutebis

458

konvertaciaze tranzaqciuri danaxarjebis Semcireba;

savaluto riskis Semcireba.

• fuladi saxsrebis naSTebis minimizacia. firmas

angariSze yovelTvis unda gaaCndes fuladi saxsrebis

garkveuli naSTi. aseTi Tavisufali fuli saWiroa nebis-

mieri saerTaSoriso da erovnuli firmisaTvis ori mize-

zis gamo: pirveli, man unda uzrunvelyos tranzaqciebi

da meore, dafaros firmis fulze gauTvaliswinebeli

moTxovnilobebi. amave dros, firmisaTvis araxelsayre-

lia didi raodenobis fuladi saxsrebis naSTis qona, rad-

gan fulis umoZraod arseboba amcirebs sawarmos efeqti-

ani funqcionirebis dones. gamomdinare aqedan, nebismie-

ri firmis winaSe dgeba Tavisufali finansuri saxsrebis

optimizaciis amocana.

fuladi saxsrebis naSTebis minimizaciis erT-erTi

meTodi transnacionalur kompaniebSi fuladi saxsrebis

centralizebuli marTvaa (centralisied cash management). korporaciis finansuri menejeri (e.w. `qeS-menejeri~) ko-

ordinacias uwevs sawarmos fuladi nakadebis moZraobas.

korporaciis Svilobili kompania saTavo ofisis meneje-

rebs sistematurad ugzavnis moklevadian periodSi fu-

ladi saxsrebis sakaso mdgomareobis analizis angariSs.

am ukanasknels centraluri menejerebi iyeneben korpo-

raciis masStabiT fuladi naSTebis optimizaciis, inves-

tirebis da nasesxobis moculobis dagegmvisaTvis mokle-

vadian periodSi. centraluri menejerebi moiTxoven Svi-

lobili kompaniebisagan, rom Warbi saxsrebi, anu opera-

ciuli moTxovnilebis zemoT arsebuli fuli gadaricxon

centraluri korporaciis angariSze. akumulirebuli

Tanxidan saWiroebis SemTxvevaSi Svilobil kompaniebs ga-

daericxebaT fuli. amiT xdeba erT kompaniaSi Warbi fu-

liT meore kompaniis deficitis dafarva.

• valutis konvertaciaze danaxarjebis minimiza-

cia. saerTaSoriso korporaciebis Svilobili kompaniebi

xSirad erTmaneTs Soris vaWroben mza produqciiT da

459

komponentebiT. Sedegad amisa, Svilobil kompaniebs So-

ris xdeba fuladi angariSsworeba miwodebul saqonelsa

da momsaxurebaze. mTlianobaSi sabanko momsaxurebaze,

Tanxebis gadaricxvasa da valutis konvertirebaze gawe-

uli xarjebi sakmaod didia.

aRniSnuli tranzaqciuri xarjebi SeiZleba mniSvne-

lovnad Semcirdes Svilobili kompaniebis mier ormxrivi

netingis (bilateral netting) gamoyenebis SemTxvevaSi, rac niS-

navs ori kompaniis mier urTierTvaldebulebaTa erTma-

neTisaTvis CaTvlas. konvertaciaze danaxarjebi SeiZle-

ba kidev ufro Semcirdes mravalmxrivi netingis

(multilateral netting) gamoyenebis SemTxvevaSi, romelSic mo-

nawileoben 3,4 da meti bizneserTeuli.

• savaluto riskis minimizacia. saerTaSoriso

korporaciebis menejerebs uxdebaT valutebis nakrebis

optimizacia, raTa minimumamde daiyvanon savaluto riski.

firmebi xSirad iyeneben gadaxdebis daswrebisa da dayov-

nebis strategias (Leads and Lags strategy), rac niSnavs im

valutebis maragis gazrdas, romlebzedac mosalodne-

lia fasis zrda da im valutebis maragis Semcirebas, ro-

melic momavalSi SeiZleba gaiafdes. magaliTad, Tu mosa-

lodnelia X valutis kursis Semcireba, finansuri mene-

jerebi cdiloben minimumamde daiyvanon am valutis lik-

viduri aqtivebi, moiTxovon am valutiT denominirebuli

debitoruli davalianebis gadaxdis daCqareba an sabanko

angariSebze misi naSTebis Semcireba. garda amisa, meneje-

rebi Seecdebian am valutiT firmis moklevadiani dava-

lianebebis gazrdas imiT, rom gaaWianuron am valutiT

denominirebuli savaluto davalianebebis gadaxda anda

gazardon moklevadiani sesxebis moculoba. piriqiT, Tu

mosalodnelia X valutis Rirebulebis zrda finansuri

menejerebi Seecdebian am valutis maragebis gazrdas.

aRniSnuli taqtikiT moqmedebdnen aziis saxelmwi-

foebis bankebi 1999 wels cnobili aziuri finansuri kri-

zisis dros.

460

14.4. ucxouri kapitaldabandebebis Sefaseba

saerTaSoriso firmebis finansuri menejmentis

erT-erTi mniSvnelovani ubania kapitaldabandebaTa Se-

faseba. firmebs gaaCniaT SezRuduli finansuri saxsrebi

investiciebisaTvis maSin, rodesac proeqtebi uamravia.

amitomac finansur menejerebs unda gaaCndeT proeqtebis

SemuSavebis, analizisa da SerCevis meqanizmebi, romleb-

Sic firma ganaxorcielebs investiciebs. arsebobs sain-

vesticio proeqtebis Sefasebis mravali midgoma, magram

yvelaze gavrcelebul Sefasebis kriteriumebs ganekuT-

vneba: wminda dayvanili faseuloba; rentabelobis Siga

norma; mogebis periodi.

• wminda dayvanili faseuloba. am modgomas zog-

jer wminda Rirebulebasac uwodeben. igi efuZneba finan-

suri Teoriis sabazo koncefcias, romlis Tanaxmad fuli

dRes ufro Zviri Rirs, vidre igive fuli eRireba xval.

imisaTvis, rom gaviangariSoT proeqtis wminda dayvanili

faseuloba, firmis finansuri menejerebi afaseben fu-

lad nakadebs, romlebic proeqtis mier iqneba generire-

buli TiToeul periodSi, Semdeg adiskontireben maT, da-

yavT drois mimdinare momentisaTvis. mraval proeqtSi

pirveli wlebis fuladi nakadebi uaryofiTia, ramdena-

dac firma xarjavs fulad saxsrebs Tavdapirvel inves-

ticiebze da principSi arc aqvs operaciuli warmatebe-

bis molodini. Semdeg wlebSi, cxadia, firma cdilobs mii-

Ros fuladi saxsrebis dadebiTi nakadi. finansurma mene-

jerebma unda gadawyviton diskontirebis rogori ganak-

veTi gamoiyenon gaangariSebebSi. am ganakveTis mniSvne-

loba kapitalis Rirebulebidan gamomdinare ganisaz-

Rvreba. magaliTad, Tu firmisaTvis kapitalis Rirebu-

leba Seadgens 10%-s, maSin proeqtebiT generirebuli fu-

ladi nakadebis diskontireba da wminda dayvanili faseu-

lobis gaangariSeba ganxorcieldeba 10%-is toli ganak-

veTiT. firma ganaxorcielebs mxolod im proeqtebs, rom-

461

lebisTvisac wminda dayvanili faseuloba iqneba dadebi-

Ti.

wminda dayvanili faseulobis kuTxiT SeiZleba Se-

fasdes rogorc erovnuli, aseve ucxouri proeqtebi.

amasTan, saerTaSoriso proeqtebis Sefasebisas saWiroa

gaTvaliswinebul iqnas ramdenime damatebiTi faqtori,

maT Soris: Sesworeba riskze, gaangariSebis valutis Ser-

Ceva da im farglebis gansazRvra, romelSiac Catardeba

Sefaseba.

Sesworeba riskze. ramdenadac saerTaSoriso

proeqtebi ufro riskiania erovnulTan SedarebiT, saer-

TaSoriso firmebs SeuZliaT SemoiRon Sesabamisi koreq-

tivebi, an diskontirebis ganakveTebis gamadidebeli an

fuladi nakadebis sididis Semamcirebeli. riskze Seswo-

rebis sididem unda asaxos qveyanaSi, sadac xorcieldeba

proeqti, samuSaos riskianobis xarisxi. igi magaliTad,

germaniaSi dabalia, radgan am qveyanaSi stabiluri poli-

tikuri garemo da ganviTarebuli infrastruqturaa. am

mxriv sapirispiro poluszea indonezia da sxva saomar

mdgomareobaSi myofi da susti infrastruqturis mqone

qveynebi.

valutis SerCeva. gadawyvetilebis miReba, Tu

romel valutaSi unda Sefasdes proeqti, damokidebulia

investiciis bunebaze. Tu proeqti warmoadgens ucxouri

Svilobili kompaniebis saqmianobis ganuyofel nawils,

upiratesoba mieniWeba ucxour valutas.

gaangariSebis Catarebis CarCoebi. unda ganisaz-

Rvros, Tu rogori poziciiT unda Sefasdes fuladi naka-

debi wminda dayvanili faseulobis dasadgenad: mSobeli

(saTavo) kompaniis, Tu sakuTriv proeqtis poziciidan.

• rentabelobis Sida normebi. investiciuri pro-

eqtebis Sefasebis meore gavrcelebuli midgoma mdgoma-

reobs Siga rentabelobis normis gaangariSebaSi. am Sem-

TxvevaSi finansuri menejerebi jer gaiangariSeben fu-

lad nakadebs, romlebsac qmnis TiToeuli proeqti. Sem-

462

deg isini angariSoben diskontirebis ganakveTs, romelic

iwodeba rentabelobis Siga normad, romliTac wminda

dayvanili faseuloba nulis tolia. finansurma meneje-

rebma unda daakoreqtiron TavianTi gaangariSebebi ne-

bismieri Sigasafirmo fuladi gadasaxdelebiT, romle-

bic ar axdenen gavlenas fuladi nakadis mniSvnelobaze.

amis Semdeg isini proeqtis rentabelobis Siga normas

udareben Semosavlianobis minimalur normas an mogebis

minimalur normas, romelsac firma Tvlis misaRebad Ta-

visi kapitaluri dabandebisaTvis. firma axorcielebs

mxolod im proeqtebs, romelTa rentabelobis Siga norma

maRalia Semosavlianobis minimalur normaze.

• gamosyidvis periodi. proeqtebis SerCevis da Se-

fasebis mesame midgoma mdgomareobs gamosyidvis perio-

dis (payback period) — wlebis gansazRvraSi, romlis ganmav-

lobaSi firma aanazRaurebs anda `gamoisyidis~ mis Tavda-

pirvel fulad investicias proeqtis Semosavlebis xar-

jze. am meTodis simartivis gamo mravali firma iyenebs

mas proeqtebis winaswari SerCevisas. firmas SeuZlia ga-

moiyenos erovnuli proeqtisaTvis kriteriumebis erTi

nakrebi, xolo ucxourisaTvis — sxva nakrebi.

14.5. kapitalis dafinansebis

saerTaSoriso wyaroebi

• Siga wyaroebi. saerTaSoriso sawarmoebis kapita-

luri dabandebebis dafinansebis erT-erTi wyaroa Sigasa-

firmo fuladi nakadebi (mogeba, amortizacia, aramateri-

aluri aqtivebis Camowera), Seqmnili mSobel (saTavo) kom-

paniasa da mis Svilobil sawarmoebSi. garkveuli samar-

Tlebrivi SezRudvebiT, saTavo kompanias SeuZlia erT-

erTi Svilobili kompaniis mier generirebuli fuladi

nakadi gamoiyenos nebismieri sxva misi Svilobili sawar-

mos investiciuri proeqtebis dasafinanseblad. fuladi

463

nakadi SeiZleba Svilobili sawarmoebis mier saTavo kom-

paniaSi gadaagzavnos dividendis formiT. es saxsrebi Se-

iZleba miewodos sxva Svilobil sawarmos sesxis saxiT an

am sawarmos aqcionerul kapitalSi damatebiTi dabande-

bis saxiT.

mSobeli (saTavo) kompaniis mier saxsrebis gadaadgi-

leba Tavis Svilobil sawarmoebs Soris SeiZleba Seafer-

xos orma samarTlebrivma SezRudvam. pirveli — Tu mSo-

beli kompania aris ara erTaderTi damfuZnebeli Svilo-

bili sawarmoebis, maSin man unda daicvas sxva aqcionere-

bis uflebebi. Tu Svilobili sawarmo mTlianad ekuTvnis

erT kompanias, maSin saxsrebis gadanawilebis problemas

ar eqneba adgili. meore — zogierTi qveyana fuladi sax-

srebis Sigakorporaciul gadaadgilebas aferxebs im

mxriv, rom zRudavs mogebis repatriacias. magram, Tu

mSobel (saTavo) kompanias ar SeuZlia gadmoiricxos Tan-

xa dividendis saxiT Svilobili sawarmodan, mas SeuZlia

igi gadaanawilos sesxis saxiT sxva Svilobil sawarmoze.

erT-erTi variantiT mSobel kompanias SeuZlia Svilobi-

li sawarmodan miiRos fuladi saxsrebi misi savaWro mar-

kebis, saavtoro uflebebis an patentebis gasamrjelos

saxiT, an kidev anaricxebis saxiT saerTokorporaciuli

an administraciuli xarjebis dasafaravad.

• sagareo wyaroebi. investiciuri proeqtebis da-

finansebisaTvis saerTaSoriso firmas SeuZlia mimarTos

investiciur bankebs. Tu firmas aqvs sakuTari kapitalis

gazrdis survili, banks rogorc Suamavals, SeuZlia misi

aqciebi ganaTavsos rogorc mSobliuri qveynis investi-

ciebSi, aseve mimReb qveyanaSi da sxva qveynebSi. transna-

cionaluri kompaniebi saerTaSoriso doneze kapitalis

mozidvisaTvis uSveben TavianT aqciebs mimoqcevaSi ram-

denime qveynis safondo bazrebSi.

464


1. daaxasiaTeT saerTaSoriso garigebebis dros warmoq-

mnili ZiriTadi problemebi da maTi gadawyvetis gzebi.

2. gadaxdebis romeli ZiriTadi xerxebi da angariSswo-

rebis romeli formebi gamoiyeneba saerTaSoriso

tranzaqciebSi?

3. raSi mdgomareobs dokumenturi inkasos arsi?

4. akreditiviT angariSsworebis rogori tipebi gamoiye-

neba praqtikaSi?

5. daaxasiaTeT tranzaqciuli riskis arsi da am saxis

riskis marTvis formebi.

6. ras niSnavs translaciuri riski da rogor SeiZleba am

saxis riskis Semcireba?

7. daaxasiaTeT ekonomikuri riski.

8. rogor xdeba fuladi saxsrebis naSTebis minimizacia?

9. axseniT valutis konvertaciaze danaxarjebis minimi-

zaciis arsi.

10. rogor xdeba savaluto riskis minimizacia?

11. kapiltabandebebis Sefasebis rogori xerxebi SeiZle-

ba iqnas gamoyenebuli saerTaSoriso firmebSi?

12. daaxasiaTeT kapitalis dafinansebis saSinao da saga-

reo faqtorebi.

literatura:

1. Гриффин Р., Пастей М., Международный бизнес, 4-ое изд.

Питер.- 2006;

2. Чиченов М.В., Основы международного бизнеса: учебное

пособие.-М.: КНОРУС, 2009;

3. Шевчук Д.А., Международная финансовая система: учебное

пособие.-Ростов н/ Д: Феникс, 2006.

465

Tavi XV

saerTaSoriso finansuri aRricxva da

dabegvra


1. saerTaSoriso finansuri aRricxvisa da dabegvris arsi;

2. saerTaSoriso dabegvra.

15.1. saerTaSoriso finansuri aRricxvisa

da dabegvris arsi

finansuri aRricxva (Financial Accounting) aris fu-

ladi saxsrebis, finansuri resursebis moZraobis aRric-

xva. finansuri aRricxvis sistemis mizania im ekonomikuri

informaciis identifikacia, Sefaseba da gavrceleba,

romlebic gamoiyeneba gadawyvetilebis misaRebad. amgva-

ri informaciis momxmarebelTa wre sakmaod farToa. mar-

ketinguli, finansuri da strategiuli gadawyvetilebe-

bis misaRebad finansuri aRricxvis Sedegebs iyeneben me-

nejerebi da top-menejerebi. investorebi am informaciis

Sedegebze dayrdnobiT iReben gadawyvetilebebs sxvadas-

xva finansuri valdebulebebis Sesaxeb, xolo saxelmwifo

organoebi misi saSualebiT afaseben sameurneo subieqtis

mier gadasaxdeli gadasaxadis sidides da aregulireben

fasiani qaRaldebis emisiis process.

xSirad finansur aRricxvas (buRaltrul aRric-

xvas) `biznesis enas~ uwodeben. aRsaniSnavia, rom erovnul

firmebTan SedarebiT, saerTaSoriso korporaciebis bu-

Raltruli aRricxvis amocanebi ufro mravalferovani

da rTulia. saqme imaSia, rom qveynis Siga bazarze momuSa-

ve firmisaTvis aucilebelia aRricxvis sistema Seesaba-

mebodes adgilobriv profesiul da sakanonmdeblo nor-

mebs. rac Seexeba transnacionalur kompaniebs da maT Svi-

466

lobil sawarmoebs, maTi finansuri aRricxvis sistema un-

da akmayofilebdes yvela im qveynis winaaRmdegobriv

standartebs, sadac isini ewevian sameurneo saqmianobas

da axorcieleben Sesabamis finansur operaciebs. garda

amisa, saerTaSoriso kompania gadasaxads ixdis im qveyana-

Si, sadac eweva Tavis saqmianobas im buRaltruli doku-

mentebis safuZvelze, romelic dakanonebulia am qveyana-

Si. firmis efeqtiani marTvisaTvis menejerebs sWirdeba

buRaltruli informacia, romelic Sedgenilia aRric-

xvis adgilobrivi standartebis Sesabamisad da denomini-

rebulia adgilobriv valutaSi. amave dros, saTavo (mSo-

bel) korporaciebs ucxo qveynebSi momuSave Svilobili

sawarmoebis saqmianobis SefasebisaTvis esaWiroebaT bu-

Raltruli dokumentebis gadayvana im wesebze da proce-

durebze rac dadgenilia saTavo ofisis qveyanaSi. sir-

Tuleebi warmoiqmneba, rodesac saTavo korporacias ux-

deba mraval sxvadasxva qveyanaSi momuSave Svilobili sa-

warmoebis buRaltruli masalebis gaerTianeba da konso-

lidirebuli finansuri angariSebis Sedgena. mdgomareo-

bas arTulebs is garemoebac, rom swrafad icvleba valu-

tebis gacvliTi kursi, romlis momentaluri aRricxva

faqtobrivad rTuli da xSir SemTxvevaSi SeuZlebelia.

aseve, saerTaSoriso investorebs TavianTi kapita-

lis gansaTavseblad esaWiroebaT im qveynis buRaltruli

informacia, sadac isini apireben kapitalis dabandebas,

miuxedavad imisa, romel valutas iyeneben da rogoria

aRricxvis forma ama Tu im qveyanaSi. SeiZleba iTqvas, rom

globaluri ekonomikis ganviTarebisaTvis saerTaSoriso

investorebi unda flobdnen zust da saimedo informaci-

as calkeul qveyanaSi arsebuli buRaltruli angariSge-

bebidan, raTa miiRon investiciuri gadawyvetileba. ase-

Ti informaciis ararsebobam SeiZleba gamoiwvios buRal-

truli skandali, amitomac finansuri aRricxva gadis

erovnul sazRvrebs gareT da igi saerTaSoriso saxes

iRebs.

467

saerTaSoriso biznesi unda daefuZnos buRaltru-

li aRricxvis iseT sistemas, romelic firmis menejerebs

uzrunvelyofs rogorc Siga informaciiT mmarTvelobi-

Ti gadawyvetilebebis misaRebad, aseve gare informaciiT,

romelic saWiroa aqcionerebisaTvis, sakredito organi-

zaciebis da saxelmwifo organoebisaTvis, sadac funqci-

onirebs firma. finansuri aRricxvis praqtikaze gavlenas

axdens mravali faqtori, romelTa Soris aRsaniSnavia

Semdegi: sakanonmdeblo, politikuri, kulturuli da

ekonomikuri. es faqtorebi yvela qveyanaSi araerTgvaro-

vania da, Sesabamisad, buRaltruli aRricxvis ZiriTadi

miznebi da midgomebic gansxvavebulia.

zogadi samarTlis qveynebSi (didi britaneTi, aSS)

buRaltruli procedurebis ganviTareba xorcieldeba

gadawyvetilebaTa safuZvelze, romelsac iReben stan-

dartizaciis damoukidebeli organoebi, rogoricaa aR-

ricxvis standartebis biuro (didi britaneTi) anda fi-

nansuri aRricxvis standartebis biuro (FASB) aSS—Si.

aRniSnuli biuroebi TanamSromloben profesional bu-

RalterTa jgufTan, maT Soris, nafic buRalterTa in-

stitutebTan. zogadi samarTlis qveynebis buRaltrebi

ZiriTadad efuZnebian e.w. sayovelTaod miRebul buRal-

trul principebs (Generally Acceptd Accounting Principles – GAAP), romelic buRaltrebs aZlevs Tavisufali moqme-

debis saSualebas TavianTi profesiuli SexedulebebiT

asaxon zusti da miukerZoebeli informacia.

zogierT qveyanaSi, piriqiT, finansuri aRricxvis

procedurebi da standartebi metwil SemTxvevaSi kodi-

ficirebulia, aRricxvis praqtika ganisazRvreba profe-

sionaluri jgufebis ara koleqtiuri gadawyvetilebe-

biT, aramed kanoniT. magaliTad, safrangeTSi ekonomika-

ze mTavrobis centralizebulma kontrolma Tavisi asax-

va hpova erTian erovnul angariSTa gegmaSi, romliTac

sargeblobs yvela franguli firma. analogiurad, germa-

niaSi buRaltruli praqtika xorcieldeba kanonisa da sa-

468

samarTlo gadawyvetilebis moTxovnebis mkacri Sesabami-

sobiT.

aRricxvis praqtikaze gavlenas axdens agreTve qvey-

nis sakanonmdeblo sistema. bevr ganviTarebul qveyana-

Si sawarmoTa qceva regulirdeba sajaro da kerZo norme-

biT, an maTi kombinaciiT. ramdenadac franguli da germa-

nuli buRaltruli procedurebi kanoniTaa dadgenili,

am qveynebis saaRricxvo saqmianobaSi wamyvani adgili ga-

nekuTvneba saxelmwifos. safrangeTSi auditorebs kanoni

avaldebulebs gamovlenili yovelgvari kanondarRveva

acnobon xelisuflebas. aSS-Si, piriqiT, buRaltrul

praqtikaSi keTilsindisierebis da sizustis uzrunvel-

yofa upiratesad kerZo wesiT wydeba. amasTan, momTxovne-

loba Zalian maRalia, rasac adasturebs auditoruli Se-

mowmebis Sedegad mravali avtoritetuli firmebis ga-

kotreba.

finansuri aRricxvis sistemaze garkveul gavlenas

axdens agreTve qveynis erovnuli kultura. magaliTad,

safrangeTSi aRricxvis sistemaze aisaxeba am qveynis sta-

tistikuri tradiciebi, risi erT-erTi gamoxatulebaa

msxvili firmebis mier savaldebulo wesiT `socialuri

balansis~ gamoqveyneba, romelic axasiaTebs Sromis ko-

leqtivebTan da xelfasebTan urTierTobis sakiTxebs.

germaniaSi ki aRricxvis praqtika mibmulia inflaciur

movlenebTan da a.S.

qveynis sabuRaltro procedurebze aseve gavlenas

axdens saerTaSoriso politikuri kavSirebi. magali-

Tad, did britaneTs, safrangeTs da niderlandebs Seu-

narCundaT politikuri urTierTobebi mis yofil kolo-

niebTan, ris gamo maTi buRaltruli procedurebi ana-

logiuria. aSS-is buRaltruli aRricxvis praqtikazea

dafuZnebuli misi yofili koloniis — filipinebis bu-

Raltruli saqmianoba.

buRaltrul praqtikaze garkveulwilad moqmedebs

qveynis ekonomikuri sistema. gegmiani ekonomikis piro-

469

bebSi (ssrk, socialituri qveynebi) aRricxvis sistema mo-

wodebulia saxelmwifo dagegmvis organoebi uzrunvel-

yos informaciiT produqciis gamoSvebis moculobaze.

finansuri angariSgebis erovnul standartebze Se-

iZleba gavlena moaxdinos kapitalis bazrebmac. ameri-

kuli firmebi ZiriTadad kerZo investirebazea dafuZne-

buli, ris gamo aRricxvis standartebi mimarTulia aut-

saiderebis zusti da sasargeblo informaciiT uzrun-

velyofisaken. amitomac, aqcioneruli sazogadoebebis

dafuZneba unda Seesabamebodes finansuri angariSgebis

yvela moTxovnas, romelic dadgenilia fasiani qaRalde-

bis da birJebis komisiis mier (Securities and Exchange Comission – SEC). germaniaSi ki buRaltruli aRricxvis

praqtika mimarTulia ZiriTadad kreditorTa moTxovni-

lebis dasakmayofileblad. analogiuri situacia Seim-

Cneva iaponiaSic.

amrigad, TiToeul qveyanaSi finansur angariSgebeb-

ze specifikurad aisaxeba politikuri, kulturuli, sa-

kanonmdeblo da ekonomikuri faqtorebi. isini zemoqme-

debas axdenen buRaltrebis qcevasa da maT mier aRric-

xvisadmi sxvadasva aspeqtiT midgomebze. gansxvavebuli

midgomebi, Tavis mxriv, asaxvas poulobs firmis mogebis

moculobaSi, aqtivebis SefasebaSi, gadasaxadebis sidide-

ebSi, qveyanaSi saqmiani operaciebis gagrZeleba-Sewyve-

tis Sesaxeb gadawyvetilebis miRebaSi. saerTaSoriso sa-

warmoebi, romlebic efuZnebian buRaltruli aRricxvis

ucxour wesebs, magram ar iTvaliswineben gansxvavebebs,

did risks ewevian, romelic SeiZleba maTi saqmianobis da-

sasrulis mizezi gaxdes. gamomdinare aqedan, mizanSewo-

nilad migvaCnia mokled mimovixiloT sxvadasxva qveyne-

bis aRricxvis sistemis ZiriTadi Taviseburebebi.

aqtivebis Sefaseba da gadafaseba. angariSgebis sis-

temebi bevr qveyanaSi efuZneba Tavdapirvel Rirebule-

biT Sefasebas, rac niSnavs, rom buRaltrul dokumenteb-

Si aqtivi aisaxeba Sesasyid fasSi cveTis gamoklebiT. mag-

470

ram, inflaciis gamo aqtivebis sabazro Rirebuleba gaci-

lebiT metia mis Tavdapirvel Rirebulebaze. es problema

sxvadasxva qveyanaSi gansxvavebulad wydeba. zogierT qve-

yanaSi (magaliTad, niderlandebSi) nebadarTulia balan-

sSi aseTi aqtivebis gazrda da realuri aRdgeniTi Rire-

bulebiT asaxva. did britaneTSi TviTon buRaltrebi ir-

Ceven midgomas — asaxon aqtivebi Tavdapirveli Tu aRdge-

niTi RirebulebiT, an maTi kombinaciiT. aseTive Tavisu-

fali arCevnebis ufleba gaaCniaT avstraliel aRricxvis

muSakebs. am qveynis firmebs SeuZliaT cvlilebebi Seita-

non grZelvadiani aqtivebis RirebulebaSi inflaciis

gaTvaliswinebiT. aSS-sa da iaponiaSi msgavsi zrdadi ga-

dafaseba dauSvebelia. aqtivebis gadafasebis meTodolo-

giaSi arsebuli gansxvavebebi miuTiTebs imazed, rom sxva-

dasxva qveynis firmebis buRaltruli balansebis Sedare-

ba moiTxovs frTxil da SemoqmedebiT midgomas.

sasaqonlo-materialuri balansebis Sefaseba. sa-

yovelTaod aRiarebulia maragebis Sefasebis ori Ziri-

Tadi meTodi; pirveli meTodi (Last in, first out) — maragebis

Sefaseba pirveli Sesyidvis fasiT da meore meTodi —

(First in, first out) — Sefaseba ukanaskneli Sesyidvis mixed-

viT. advili misaxvedria, rom inflaciis dros pirveli

meTodiT Sefasebisas adgili aqvs firmis realizebuli

saqonlis saangariSo TviTRirebulebis mniSvnelovan

zrdas. meore meTodi uzrunvelyofs ufro gamWvirvale

Sefasebas vidre pirveli. ori firmis efeqtianobis Seda-

rebisas aucilebelia vicodeT, Sefasebis romel meTods

gamoiyenebs TiToeuli maTgani. amerikul, iaponur da ka-

nadur firmebs SeuZliaT nebismieri meTodis gamoyeneba.

avstraliaSi pirveli meTodi ar gamoiyeneba, xolo axal

zelandiaSi igi daSvebulia, magram, rogorc wesi, ar ga-

moiyeneba. braziliuri da britanuli firmebi gamoiyene-

ben mxolod pirvel meTods.

msoflios sxvadasxva qveyanaSi araerTgvarovania

damokidebuleba sagadasaxado organoebTan. firmis anga-

471

riSgebiTi dokumentacia warmoadgens misi sagadasaxado

valdebulebebis gaangariSebis safuZvels. germaniaSi bu-

Raltruli procedurebi mkafiodaa Camoyalibebuli e.w.

komerciul kodeqsSi, romelic SesabamisobaSia qveynis

sagadasaxado kanonmdeblobasTan. Sedegad amisa, ar arse-

bobs gansxvaveba aqcionerebisaTvis finansur angariSge-

bebsa da sagadasaxado organoebisaTvis finansur angari-

Sgebebs Soris. sxva mdgomareobaa aSS-Si. aq firmebi adge-

nen ori sxvadasxva saxis finansur angariSgebebs, maT So-

ris, erTi gankuTvnilia sagadasaxado miznebisaTvis, xo-

lo meore — aqcionerebisaTvis. aSS sagadasaxado kanon-

mdebloba firmebs aZlevs uflebas, Seamciron dasabegri

Semosavali. kerZod, amerikuli firmebi xSirad iyeneben

amortizaciis daCqarebul daricxvas sagadasaxado miz-

nebisaTvis, magram ara finansuri angariSgebebis Sedgenis

miznebisaTvis. germaniaSi firmebs msgavsi SesaZlebloba

ar gaaCniaT, radgan cveTis daCqarebulad daricxvisas

sagadasaxado miznebisaTvis, rac iwvevs mimdinare wels

gadasaxadebis Semcirebas, germaniaSi imavdroulad igi

unda aisaxos aqcionerebisaTvis Sedgenil angariSgebebSi,

rac amcirebs monacemebs Semosavlebis Sesaxeb. faqtob-

rivad, germaniaSi upiratesobas aniWeben ufro maRal ga-

dasaxadebs, vidre Semosavlebis Semcirebas.

safrangeTis buRaltruli aRricxvis praqtikaSi sa-

gadasaxado kanonmdebloba gansakuTrebul rols Tama-

Sobs. rogorc cnobilia, am qveyanaSi aRricxva efuZneba

gansakuTrebul procedurebs saxelmwifos mier dadgeni-

li angariSTa erTiani gegmis Tanaxmad. iseve rogorc ger-

manul sistemaSi, sagadasaxado miznebisaTvis Rirebule-

bis Semcireba dauSvebelia wliur finansur angariSgeba-

Si asaxvis gareSe. ramdenadac sagadasaxado kanonmdeblo-

bas dominirebuli adgili gaaCnia sabuRaltro aRricxva-

Si, franguli firmebi xSirad amcireben sagadasaxado ze-

wolas. amasTan, amcireben TavianT Semosavlebisa da wmin-

da aqtivebis saangariSgebo maCveneblebs.

472

erovnuli aRricxvis sistemebis gansxvavebuloba

SeiniSneba agreTve sarezervo angariSebis gamoyenebaSi,

romelSic fiqsirdeba momavali is prognozuli xarjebi,

romlebic gavlenas axdenen firmis muSaobaze. magaliTad,

saqonlis sabiTumo mimwodebelma, romelmac icis, rom ga-

datvirTuli produqciis raRac nawili ar iqneba anazRa-

urebuli, xolo nawili sacalo vaWrobidan ukan dabrun-

deba, unda Seqmnas sarezervo angariSi uimedo valebisa

da dabrunebuli saqonlisaTvis. aSS-Si aseTi angariSis

Seqmna SezRudulia da saTanadod kontroldeba sagada-

saxado samsaxurisa da fasiani qaRaldebis da birJebis

komisiis mier. sagadasaxado sammarTvelo zRudavs maT

Seqmnas, radgan, erTi mxriv, am angariSze gadaricxvebi am-

cirebs dasabegr Semosavals, xolo, meore mxriv, fasebma

SeiZleba moaxdinon sarezervo angariSebis manipulireba

da Seqmnan TavianTi finansuri mdgomareobis araswori

suraTi.

germaniaSi am mxriv ufro liberaluri midgomaa.

germanul firmebs SeuZliaT gaxsnan sarezervo angariSi

momavali potenciuri xarjebisaTvis (gadavadebuli re-

monti, saerTaSoriso riskebi). es rezervebi amcireben sa-

angariSo mogebas da, Sesabamisad, mogebis sagadasaxado

bazas, ris gamo igi aqtiurad gamoiyeneba. germanuli fir-

mebi sarezervo angariSebis meSveobiT xSirad abalanseben

TavianTi Semosavlebis ryevebs. warmatebul wlebSi am an-

gariSze ricxaven msxvil Tanxas, xolo warumateblobis

SemTxvevaSi iyeneben mas rezervis saxiT. amitomac, germa-

nuli firmebis saangariSo Semosavali ufro stabiluria

amerikulTan SedarebiT, ris gamo gare investors aras-

wori Sexeduleba eqmneba. uro sworad, mas urTuldeba ga-

dawyvetilebis miReba rogor moaxdinos saerTaSoriso

portfelis diversificireba, raTa Seamciros investici-

ebis riskis xarisxi.

garda zemoaRniSnulisa, arsebobs mTeli rigi pro-

cedurebi, romlebic gansxvavebulia sxvadasxva qveynis

473

aRricxvis sistemaSi, romelTa Soris unda aRiniSnos Sem-

degi:

amerikuli, britanuli da kanaduri firmebi val-

debulni arian moaxdinon finansuri arendis (lizingis)

kapitalizeba maSin, rodesac frangul da Sveicarul

firmebs aseTi ufleba aqvT, magram ara valdebuleba;

amerikuli da britanuli firmebisaTvis saval-

debuloa konsolidirebuli finansuri angariSgebis Sed-

gena, xolo germanul firmebs SeuZliaT ar moaxdinon

Svilobili kompaniebis angariSgebebis konsolidireba,

Tu maTi saqmianoba mniSvnelovnadaa gansxvavebuli saTa-

vo firmis saqmianobisagan an kidev aseTi konsolidacia

did danaxarjebTanaa dakavSirebuli;

mravali qveynis firmas neba aqvs darTuli, moax-

dinos samecniero-kvleviTi da sacdel-sakonstruqtoro

samuSaoebze xarjebis kapitalizacia, Tumca aSS-Si es

praqtika akrZalulia (arsebobs gansakuTrebuli gamonak-

lisebi);

cnobilia, rom firma, romelic yidulobs sxva

firmas, xSirad uxdis mas imaze met Tanxas rac misi saba-

lanso Rirebulebaa. sxvaoba sabalanso Rirebulebasa da

Sesyidvis fass Soris iwodeba saqmian reputaciad (`gud-

vili~). niderlandebSi saqmiani reputacia Camoiwereba 5

wlis ganmavlobaSi, Tumca firmebs misi Camowera SeuZli-

aT SesyidvisTanave an 10 wlis xangrZlivobiT. britanul

firmebs aseve SeuZliaT dauyovnebliv Camoweron gudvi-

li an moaxdinon misi balansSi kapitalizacia Semdgomi

Camoweris uflebiT. franguli firmebi saqmian reputa-

cias Camoweren 5-20 wlis ganmavlobaSi, xolo iaponiaSi

misi Camowera mkacrad SezRudulia.

unda aRiniSnos, rom aRricxvis amerikul praqtikas

gaaCnia garkveuli upiratesobebi. kerZod, aSS saukeTeso

adgilia sesxis misaRebad, radgan am qveyanaSi informaci-

is sajaro gaxsnilobis savaldebulo praqtika arsebobs.

gamomdinare aqedan, firmebi aqveyneben utyuar informa-

474

cias, rac iZleva riskis realuri Sefasebis saSualebas.

SedarebisaTvis, germaniis aRricxvis sistema, romelic

firmebs aZlevs sxvadasxva kategoriis danaxarjebis ga-

erTianebisa da sarezervo angariSebis gaxsnis saSualebas,

ar qmnis xelsayrel garemos ucxouri potenciuri inves-

torebisaTvis.

finansuri angariSgebebis harmonizacia. finansur

angariSgebebSi arsebuli gansxvavebebi saerTaSoriso sa-

warmoebs damatebiTi dro da fuli ujdebaT. am sisteme-

bis SeuTavseblobis gamo firmebs uZneldebaT maTi saer-

TaSoriso operaciebis kontroli, xolo investorebi ver

uzrunvelyofen sxvadasxva qveynebSi momuSave fasebis

efeqtianobis Sefasebas. am problemebis gadaWris mizniT

mravali profesiul buRalterTa gaerTianeba da saxel-

mwifo maregulirebeli organo warmarTavs Zalisxmevas

angariSgebebis Sedgenis sxvadasxva erovnuli wesebis

Tavsebadobis uzrunvelyofis mimarTulebiT. amis erT-

erTi Sedegia 1973 wels saerTaSoriso buRaltruli

standartebis komitetis (International Accounting Standards Comm; ttee, IASC) Seqmna. am organizaciis damfuZneblebi

arian msoflio vaWrobis wamyvani qveynebis (aSS, germania,

iaponia, didi britaneTi, niderlandebi, kanada, avstra-

lia, meqsika, irlandia) profesionali buRaltrebi. 2001

wels moxda IASC retruqturizacia da buRaltruli aR-

ricxvis standartebis SemuSaveba daevala saerTaSoriso

buRaltruli aRricxvis biuros (International Accounting Standards Board, IASB). aRniSnulma biurom, romelSic war-

modgenilia 120 buRaltruli sazogadoeba msoflios 91

qveynidan, gamosca saerTaSoriso buRaltruli standar-

tebis seria, romelic mimarTulia sxvadasxva qveynis bu-

Raltruli aRricxvis sxvadasxva aspeqtebis Sesadarobi-

sken. IASB ZiriTad amocanebs Soris unda aRiniSnos sxva-

dasxva qveynis firmis finansuri angariSgebebis Sesada-

risobis uzrunvelyofa standartul procedurebis Se-

moRebis gziT materialur-sasaqonlo maragebis Sefase-

475

baSi, cveTis daricxvaSi, gadavadebuli sagadasaxado ana-

ricxebis gaangariSebebSi da a.S. unda iTqvas, rom forma-

lurad IASB-s ara aqvs iuridiuli Zala. biuros mier Se-

moTavazebul standartebTan SeuTanxmeblobis SemTxve-

vaSi sxvadasxva qveynis xelisufleba ignorirebas uke-

Tebs maT. aSS da kanada formalurad mxars uWers IASB-s,

magram ar xsnian TavianT mkacr moTxovnebs im firmebis

mimarT, romelTa aqciebi Tavisuflad mimoiqceva ameri-

kis safondo birJebze.

evrokavSirSi warmoiSva alternatiuli midgoma mas-

Si Semaval qeynebSi aRricxvis sistemis Sesadarisobis

uzrunvelyofis kuTxiT. amiT EC cdilobs Seamciros ev-

ropuli saerTaSoriso kompaniebis xarjebi buRalteriis

warmoebaze, agreTve mis farglebSi investorebs gauadvi-

los firmebis efeqtianobis Sefaseba. EC meoTxe direq-

tivis Tanaxmad, TiToeuli qveyana valdebulia TavianTi

firmidan moiTxovos is aRricxva, romelic uzrunvel-

yofs maTi saqmianobis swori da miukerZoebeli Sedegebis

asaxvas. meSvide direqtiva firmebs avaldebulebs gamoaq-

veynon konsolidirebuli finansuri angariSgeba. amasTa-

nave, aRniSnuli direqtiva wevr-qveynebs aniWebs moqmede-

bis garkveul Tavisuflebas erovnuli buRaltruli

standartebis dadgenisaTvis. magaliTad, maragebi SeiZ-

leba Sefasdes LIFO, FIFO meTodebiT, faqtobrivi Rire-

bulebiT an Sewonili RirebulebiT. angariSebis konso-

lidacia araa saWiro, Tu Svilobili sawarmos saqmianoba

ar warmoadgens arsebiTs saTavo firmisaTvis, an kidev

Tu konsolidacia moiTxovs did danaxarjebs. aRsaniSna-

via, rom angariSgebis saerTaSoriso standartebis lobi-

rebas ewevian iseTi organizaciebi, rogoricaa vaWrobis

saerTaSoriso organizacia, fasiani qaRaldebis saerTa-

Soriso organizacia.

buRaltruli angariSebis saerTaSoriso standar-

tebis danergvas hyavs mowinaaRmdegeebic, romelTa az-

riT am harmonizacias didi saxsrebi sWirdeba, xolo TviT

476

faqti xelyofs saxelmwifoTa erovnul Rirsebas. miuxe-

davad amisa, nela, magram mainc uwyvetad mimdinareobs

harmonizaciis procesi, rasac ganapirobebs saerTaSori-

so kompaniebis moTxovna SeaRwion msoflio kapitalis ba-

zarSi. warmatebuli konkurenciisaTvis ki saWiroa bu-

Raltruli informaciis analizi da Sefaseba. Tumca, bev-

ri msxvili evropuli kompania kapitalis globalur ba-

zarSi SeRwevisa da xarjebis Semcirebis mizniT gadavida

buRaltruli aRricxvis ufro gamWvirvale procedura-

ze, rogoricaa IASC an/da CAAP. garda finansur angariSgebebSi arsebuli gansxvave-

bebTan dakavSirebuli sirTuleebisa, saerTaSoriso fir-

mebs uwevT agreTve buRaltruli aRricxvis kidev ori

problemis gadaWra, romelic xSirad warmoiqmneba saer-

TaSoriso biznesSi. es problemebia: ucxour valutaSi

denominirebuli tranzaqciis aRricxva; ucxouri Svilo-

bili kompaniebis operaciuli Sedegebis asaxva korpora-

ciis konsolidirebul finansur angariSgebaSi.

am problemis mniSvneloba saerTaSoriso firmebi-

saTvis ganpirobebulia breton-vudsis SeTanxmebis Sew-

yvetiT, ris Sedegad fiqsirebuli gacvliTi kursi Seic-

vala sabazro kursiT. 1971 wlidan dawyebuli saerTaSo-

riso tranzaqciebis Rirebulebasa da korporaciis kon-

solidirebul finansur angariSgebaze gacvliTi kursis

cvlilebis gavlenis aRricxva saerTaSoriso biznesis

erT-erTi aqtualuri mimarTuleba gaxda.

saerTaSoriso biznesSi didi mniSvneloba eniWeba

ucxour valutaSi tranzaqciebis aRricxvas, radgan fir-

mebi am problemas yovelTvis awydebian, rodesac axorci-

eleben saqonlis, aqtivebis, momsaxurebis yidvas an ga-

yidvas sxva qveynis valutaSi. moqnili gacvliTi kursis

sistemis pirobebSi savaraudoa, rom firmis mier saerTa-

Soriso kontraqtze xelmoweris droidan Tanxis gadax-

dis momentamde an saqonlis, aqtivebis, momsaxurebis mi-

Rebamde valutis kursi Seicvalos. aviRoT Semdegi maga-

477

liTi. davuSvaT, rom firma X saqonels agzavnis aSS-dan

did britaneTSi da SeTanxmebis Tanaxmad 90 dRis ganmav-

lobaSi unda miiRos misi safasuri 50 aTasi funti ster-

lingi. Tu xelSekrulebis xelmowerisas 1 funti ster-

lingi Rirda 1,60 dolari, e.i. garigebis Tanxa Seadgens 80

aTas dolars (50 000X1,60). finansuri aRricxvis biuros

#52 standartis Tanaxmad (romelic aSS-Si moqmedebs 1981

wlidan da iTvaliswinebs ormagi tranzaqciis meTodis

gamoyenebas) tranzaqcia aRiwereba Semdegnairad:

debitoruli davalianeba — debeti 50 aTasi dolari.

realizaciis amonagebi — krediti 50 aTasi dolari.

davuSvaT, rom 90 dRis Semdeg, rodesac firma X mii-

Rebs Ceks 50 aTas funt sterlingze, misi kursi daeca 1,50

dolaramde. dolarebSi ukve X firma miiRebs ara 50 aTas

dolars, romelic iyo dagegmili, aramed 75 aTass. faq-

tobrivad, Tanxis miReba aRiricxeba Semdegnairad:

fuladi saxsrebi — debeti 75 000 dolari

sakurso danakargebi — 5 000 dolari

debitoruli davalianebs — 50 000 dolari.

mocemuli buRaltruli procedura asaxavs mogebas

da zarals, yidvis an gayidvis Sedegad warmoqmnil sakur-

so sxvaobas. saboloo angariSiT, firmis wminda mogebaze

gavlenas axdens rogorc garigebis Tavdapirveli Tanxa,

aseve sakurso mogeba an zarali. ormagi tranzaqciis me-

Todi xelsayrelia imiT, rom masSi informacia firmis

warmatebuli saqmianobis, anu produqciis realizaciis

Sesaxeb gamocalkavebulia tranzaqciuli riskis marTvis

warmatebis Sesaxeb informaciisagan. Cvens SemTxvevaSi

firma X menejerebis winaSe dgas tranzaqciuli daucve-

lobis problema kursis ryevadobis SemTxvevaSi. amitom

maT SesaZlebelia mimarTon TavianTi operaciebis heji-

rebas, risTvisac ganaxorcieleben forvardul garige-

bas, anda SeiZenen savaluto fiuCerebs.

rogorc ukve aRiniSna, saerTaSoriso finansuri aR-

ricxvis meore mniSvnelovani problema warmoiqmneba ma-

478

Sin, rodesac firma Tavisi ucxouri Svilobili kompanie-

bis saqmianobis Sedegebis Sesaxeb angariSs abarebs aqcio-

nerebs da Tavisi mSobliuri qveynis sagadasaxado orga-

noebs. rogorc wesi, ucxouri Svilobili sawarmoebi ope-

raciebs axorcieleben adgilobriv valutaSi, amitomac

saTavo kompaniam unda gadaiangariSos maTi finansuri an-

gariSebi Tavis valutaSi. Svilobili kompaniebis loka-

lur valutaSi denominirebuli finansuri angariSebis

saTavo kompaniis valutaSi `gadayvanis~ process ewodeba

translacia (translation), rac dakavSirebulia translaci-

ur riskTan. mravali saerTaSoriso kompaniis translia-

ciis aucilebloba dakavSirebulia konsolidirebuli

finansuri angariSgebis formirebis aucileblobasTan.

konsolidirebul finansur angariSgebaSi saTavo firmisa

da misi Svilobili sawarmoebis operaciebis mTeli er-

Toblioba aisaxeba erT valutaSi denominirebul anga-

riSTa erTiani kompleqsis saxiT.

finansuri angariSebis translacia erTi valutidan

meore valutaSi moiTxovs Sesabamisi gacvliTi kursis ga-

moyenebas. ramdenadac angariSebSi asaxuli saqmiani ope-

raciebi mimdinareobs drois sxvadasxva momentSi, dgeba

sakiTxi valutis romeli kursi iqnes gamoyenebuli: tran-

zaqciis ganxorcielebis dRisaTvis arsebuli kursi (is-

toriuli kursi), Tu finansuri angariSebis Sedgenis dRi-

saTvis arsebuli kursi (mimdinare kursi), droSi saSua-

loSewonili, Tu sxva kursi. aSS-Si gacvliT kursTan da-

kavSirebiT buRaltrul procedurebSi, romelic Seexeba

ucxour valutaSi denominirebuli finansuri angariSe-

bis Sedgenas, gamoiyeneba #52 standarti _ SemuSavebuli

finansuri aRricxvis standartebis biuros mier.

am standartis mixedviT ucxouri investiciebis gan-

marteba xdeba sxvadasxvanairad, imasTan damokidebule-

biT, sawesdebo kapitalis ra nawils flobs saTavo kompa-

nia. amerikuli firma, romelsac gaaCnia portfeluri in-

vesticiebi ucxour kompaniebSi 10%-ze naklebi moculo-

479

biT, valdebulia gamoiyenos `danaxarjebis~ meTodi. am

meTodiT aRricxvisas investiciebi Seitaneba amerikuli

firmis angariSSi Tavdapirveli RirebulebiT, istoriu-

li gacvliTi kursis (anu ucxouri sawarmos aqciis Ses-

yidvis dRis kursis) gamoyenebiT. yvela dividendi, miRe-

buli amerikuli firmis mier portfeluri investiciebi-

dan, aisaxeba mis angariSSi mogebasa da zaralze dividen-

debis miRebis dRisaTvis moqmedi kursiT.

Tu amerikul firmas ekuTvnis ucxouri firmis 10-

dan 50%-mde aqcia, igi valdebulia gamoiyenos wilobri-

vi monawileobis meTodi. es meTodi moiTxovs, rom ame-

rikulma firmam aRricxos ucxour kompaniebSi Tavisi

Tavdapirveli investiciebi sabalanso RirebulebiT, is-

toriuli gacvliTi kursis gamoyenebiT. Semdgom, ro-

gorc ki ucxouri sawarmo miiRebs mogebas an zarals, am

investiciebis moculoba, asaxuli amerikuli firmis kon-

solidirebul finansur angariSgebaSi, koreqtirdeba am

mogebis an zaralis gaTvaliswinebiT angariSebis wardge-

nis dRisaTvis arsebuli gacvliTi kursis gamoyenebiT.

ucxouri kompaniisaTvis gadaxdili yvela dividendi am-

cirebs amerikuli firmis investiciebs am kompaniaSi. mo-

cemuli koreqtireba aseve xorcieldeba dividendebis

gadaxdis dRisaTvis arsebuli gacvliTi kursis gamoyene-

biT.

problema kidev ufro rTuldeba, rodesac ameriku-

li firma ucxouri kompaniis 50%-ze met aqciebs SeiZens.

aseT SemTxvevaSi amerikuli firma valdebulia gamoiye-

nos sruli konsolidaciis meTodi. am meTodis arsi

mdgomareobs imaSi, rom amerikuli firma aqcionerebisa

da fasian qaRaldebisa da birJebis komisiis winaSe Tavisi

saqmianobis Sedegebze angariSgebisas, valdebulia uz-

runvelyos orive firmis angariSebis sruli konsolida-

cia. ramdenadac ucxouri Svilobili kompania buRal-

trul aRricxvas axorcielebs misi qveynis kanonmdeblo-

biT gaTvaliswinebuli wesebis an erovnuli profesiuli

480

asociaciis meTodologiis Sesabamisad, misi finansuri

angariSgeba unda iqnas moyvanili principebTan Sesabami-

sobaSi. Semdeg ganisazRvreba Svilobili kompaniis fun-

qciuri valuta — ZiriTadi ekonomikuri zonis valuta,

sadac es sawarmo axorcielebs Tavis operacias. Tu ame-

rikuli kompaniis Svilobili sawarmo funqcionirebs ev-

rozonaSi, maSin aseTi valuta iqneba evro.

15.2. saerTaSoriso dabegvra

erovnul sagadasaxado politikasa da erovnul bu-

Raltrul procedurebs Soris arsebobs mWidro kavSiri.

sagadasaxado sistemis meSveobiT saxelmwifo zrdis ara

mxolod Tavis Semosavals, aramed astimulirebs sameur-

neo saqmianobis garkveul saxeebs, ekonomikis ganviTare-

bas.

msgavsad erovnuli sawarmoebisa, saerTaSoriso sa-

warmoebic miiswrafvian wminda mogebis maqsimizaciisaken.

amasTan, maT ufro met sagadasaxado problemasTan aqvT

saqme, radgan, erTi mxriv, unda daicvan adgilobrivi sa-

gadasaxado kanonebi, xolo, meore mxriv, unda daakmayo-

filon yvela im qveynis sagadasaxado moTxovnebi, sadac

uwevT ekonomikuri saqmianoba.

sagadasaxado wnexis Semcirebis mizniT saerTaSori-

so firmebi ZiriTadad or midgomas iyeneben: transfer-

tul faswarmoqmnas da `sagadasaxado samoTxes~.

transfertuli faswarmoqmna. es niSnavs saTavo

firmis erTi filialis an Svilobili sawarmos mier meore

filialisaTvis fasebis dawesebas saqonelsa da momsaxu-

rebaze. sxvadasxva qveynebSi ganlagebul Svilobil kom-

paniebs Soris saqonlis, teqnologiebis da sxva resurse-

bis gadacema Cveulebrivi praqtikaa saerTaSoriso biz-

nesSi. praqtikaSi transfertuli fasebi gaiangariSeba

ori xerxiT: sabazro meTodiT da arasabazro meTodiT.

481

transfertuli fasis gaangariSebis sabazro meTo-

di gulisxmobs im fasebis gamoyenebas, romliTac saqone-

li gadaadgildeba korporaciis erTeulebs Soris da ro-

melic ganisazRvreba Ria bazris fasis safuZvelze.

transfertuli fasis arasabazro meTodiT dadgena

gulisxmobs mis gansazRvras myidvelsa da gamyidvels So-

ris molaparakebis safuZvelze saqonlis TviTRirebule-

baze dayrdnobiT, mag., warmoebis danaxarjebze garkveu-

li fiqsirebuli danamatiT. saTavo kompaniis mier gaweu-

li zogierTi momsaxureba SeiZleba Sefasdes Svilobili

sawarmos amonagebidan procentis formiT.

saerTaSoriso kompaniebi Cveulebriv arasabazro

transfertul fasebs iyeneben, rac metwilad gamowveu-

lia imiT, rom zogierTi saqonlisa da momsaxurebis baza-

ri mocemuli korporaciis miRma faqtobrivad ar arse-

bobs. magaliTad, espaneTis qarxnis mier gamoSvebul

`fordis~ Zravebis erTaderTi bazari SeiZleba iyos av-

tomobilis asawyobi qarxnebi belgiaSi, germaniasa da did

britaneTSi. ramdenadac am Zravebis sagareo bazari ar

arsebobs, Ford-s SeuZlia daawesos transfertuli fasebi,

gamomdinare warmoebis TviTRirebulebidan da garkveu-

li danamatiT, romelic dafaravs zednadeb xarjebs da

mogebas.

arasabazro fasebis gamoyenebas aqvs rogorc dade-

biTi, ise naklovani mxareebi. naklovanebaTa ricxvSi Se-

dis is faqti, rom qvedanayofis myidvel da gamyidvel me-

nejerebs aranairad ar SeuZliaT gavlena moaxdinon fa-

sis formirebasa da korporaciis dasabegr konsolidire-

bul mogebaze. garda amisa, arasabazro transfertulma

fasebma SeiZleba Seamciros gamsaRebeli qvedanayofis

efeqtianoba. transfertuli fasis dadgenisas TviTRi-

rebulebiT da garkveuli danamatiT gamyidvels SeiZleba

naklebi stimuli hqondes danaxarjebis SemcirebisaTvis,

ramdenadac arasabazro fasis gamoyenebisas danaxarje-

bis zrda SeiZleba gadanawildes korporaciis sxva wev-

482

rebze. miuxedavad amisa, arasabazro transfertuli fa-

sebis gamoyeneba SeiZleba xelsayreli iyos saerTaSori-

so sawarmoebisaTvis. Sigakorporaciuli fasebis swori

restruqturizaciis pirobebSi saTavo kompaniam SeiZle-

ba Seamciros misi gadasaxadebis saerTo sidide. magali-

Tad, transnacionalurma kompaniam SeiZleba Seamciros

advaloremul tarifze (gacxadebuli Rirebulebidan ta-

rifi) sagadasaxado wnexi gamyidveli da myidveli qveda-

nayofebis gasacemi fasis SemcirebiT, rac Tavis mxriv,

Seamcirebs tarifis gasaangariSebel bazas. amgvari fas-

warmoqmniT firmas eZleva mogebaze gadasaxadis Semcire-

bis SesaZlebloba. davuSvaT, saerTaSoriso kompania mu-

Saobs or qveyanaSi: erTSi korporaciul mogebaze gadasa-

xadi maRalia, xolo meoreSi dabali. firmas SeuZlia ga-

zardos transfertuli Svilobili kompaniisaTvis dad-

genili fasebi maRalgadasaxadiani qveynidan da Seamci-

ros transfertuli fasebi Svilobili kompaniisaTvis,

dabalgadasaxadiani qveynidan. amgvari midgomiT saTavo

kompania amcirebs mogebis sidides pirveli Svilobili

kompaniisaTvis da zrdis mas meore analogiuri kompanii-

saTvis. Sedegad amisa, saTavo kompaniis mogeba maRali sa-

gadasaxadoganakveTiani qveynidan gadadis dabal sagada-

saxadoganakveTian qveyanaSi da saerTo sagadasaxado wne-

xi mcirdeba.

transfertuli fasebis gonivruli struqturiza-

cia firmas aZlevs saSualebas, Tavidan aicilos mimRebi

qveynis SezRudvebi mogebis repatriaciaze. davuSvaT, ma-

galiTad, mimRebi qveyana blokavs repatriacias an krZa-

lavs Svilobili kompaniis mier saTavo kompaniaze divi-

dendis gadaxdas. amis Tavidan acileba SeiZleba tran-

sfertuli fasis gadidebiT im Svilobil kompaniaze, ro-

melsac miewodeba saqoneli da momsaxureba am korpora-

ciaSi Semavali sxva sawarmoebidan, an kidev misgan saer-

Tokorporaciuli gadasaxadebis amoRebiT. amis Sedegad

fuladi saxsrebi iqneba gadaadgilebuli Svilobili kom-

483

paniidan firmis sxva struqturul erTeulebSi gadasax-

delebis saxiT saqonelsa da momsaxurebaze da ara akrZa-

luli dividendebis saxiT. saboloo Sedegi iqneba erTna-

iri: fuladi saxsrebis repatriacia, Tundac sxva formiT,

xdeba mimRebi qveynidan.

transfertuli fasis sidide xSirad warmoadgens

kompromiss sagadasaxado Sedegebsa da im qveynis sakanon-

mdeblo SezRudvebs Soris, sadac firma saqmianobs. praq-

tika da gamokvlevebi adastureben, rom saerTaSoriso

kompaniebi xSirad axdenen transfertuli faswarmoqmnis

meSveobiT sagadasaxado simZimis gadatana-gadanawilebas.

iseTi saxelmwifo organo, rogoric aSS sagadasaxa-

do sammarTveloa, kargadaa gacnobierebuli buRaltru-

li TamaSebis zemoTmoyvanil teqnologiaSi. amitom qvey-

nis SigniT da sazRvargareT saerTaSoriso kompaniebis

transfertuli safaso politika gansakuTrebuli yu-

radRebis centrSia. sagadasaxado organoebi Tvalyurs

adevneben, raTa firmebma Tavi ar aaridon TavianTi saga-

dasaxado valdebulebebis Sesrulebas. saxelmwifo orga-

noebi Cveulebriv atareben e.w. formaluri fasis Semow-

mebas. am SemTxvevaSi formalur fass warmoadgens firmis

ori damoukidebeli mxaris molaparakebebis Sedegad dad-

genili fasi. xSir SemTxvevaSi formaluri fasis dadgena

SeuZlebelia, ris gamo saerTaSoriso kompaniebsa da saga-

dasaxado organoebs Soris warmoiqmneba konfliqtebi.

`sagadasaxado samoTxe~. sagadasaxado simZimis Sem-

cirebis meore xerxi, romelsac iyeneben saerTaSoriso

firmebi, mdgomareobs saqmiani operaciebis ganxorcie-

lebaSi e.w. `sagadasaxado samoTxeSi~, romelic warmoad-

gens erT-erT qveyanas, sadac korporaciuli gadasaxade-

bi mogebaze dabalia, an saerTod ar arsebobs. Zalian mci-

re danaxarjebiT saerTaSoriso kompanias SeuZlia aseT

adgilas gaxsnas Tavisi Svilobili sawarmo, romelSic mas

ekuTvnis sawesdebo kapitalis 100 procenti. iseTi gada-

saxdelebis manipulirebiT, rogoricaa transfertuli

484

fasebi, dividendebi, procentebi, salicenzio mosakreb-

lebi da a.S. saerTaSoriso kompanias SeuZlia maRali ga-

dasaxadebis mqone qveynidan Tavisi Svilobili kompaniis

mogeba `gadaisrolos~ `sagadasaxado samoTxeSi~ dare-

gistrirebul firmaSi da amiT aacilos igi sxva qveyanaSi

gadasaxadis iuridiul gadaxdas. magaliTad, saerTaSo-

riso kompanias SeuZlia gadasces sasaqonlo niSanze sa-

kuTrebis ufleba Svilobil sawarmos, romelic ganlage-

bulia kaimanis kunZulebze. es sawarmo, Tavis mxriv, amoi-

Rebs TiToeuli Svilobili kompaniidan am sasaqonlo niS-

nis gamoyenebaze gadasaxdels. am gadasaxdelis gadaxdis

Sedegad TiToeuli Svilobili sawarmos mogeba mcirdeba,

rac Tavis mxriv, iwvevs korporaciul mogebaze gadasaxa-

dis Semcirebas. magram kaimanis kunZulebze licenziuri

gasamrjelo, miRebuli adgilobrivi firmebidan maTi sa-

saqonlo niSnebis gamoyenebaze, gadasaxadiT ar ibegreba.

igive mdgomareobas aqvs adgili mogebaze, kapitalis ma-

tebasa da dividendebze. Sedegad amisa, saerTaSoriso

kompania amcirebs Tavis sagadasaxado tvirTs.

ekonomikur literaturaSi mimdinareobs diskusia

`sagadasaxado samoTxis~ eTikis Sesaxeb. eqspertebis er-

Ti nawili Tvlis, rom `sagadasaxado samoTxis~ da tran-

sfertuli faswarmoqmnis gonivruli gamoyeneba xelsay-

relia saerTaSoriso kompaniebis aqcionerebisaTvis,

Tumca amasTanave, adgili aqvs saTavo organizaciis qvey-

nis sabiujeto Semosavlebis Semcirebas. am SemosavlebiT

ki SesaZlebeli gaxdeboda iseTi mniSvnelovani socialu-

ri problemebis gadawyveta, rogoricaa siRaribe, usax-

lkaroba, narkomania da a.S. is faqti, rom saerTaSoriso

kompania ar ixdis gadasaxadebis `samarTlian wils~ im qve-

yanaSi, sadac is funqcionirebs, niSnavs, rom am proble-

mis gadaWra ar xdeba an xdeba sxva gadasaxadis gadamxde-

lebis mier. ramdenadac saerTaSoriso kompaniebi iyene-

ben sxvadasxva momsaxurebas — satransporto infras-

485

truqtura, saganmanaTleblo sistema, dacvis samsaxurebi

da a.S. romelzedac mimRebi qveynis saxelmwifo zrunavs.

gadasaxadebis Tavidan aridebas bevri eqsperti ara-

eTikurad miiCnevs. meore nawili ki miiCnevs, rom tran-

sfertuli fasebiT da `sagadasaxado samoTxiT~ sagadasa-

xado simZimis Semcireba eTikuria. mravali eqsperti fiq-

robs, rom saerTaSoriso kompaniebis xelmZRvanelobas

gaaCnia fiduciaruli valdebuleba Tavisi aqcionerebis

winaSe gadasaxadebisagan Tavis aridebis Taobaze, rac

mravali qveynis sagadasaxado kodeqsSia dafiqsirebuli.

am kuTxiT menejeris mier uaris Tqma am qmedebebze gani-

xileba rogorc araeTikuri qceva.

`sagadasaxado samoTxis~ saxelwodebiT biznesis

praqtika danergilia sxva mraval mcire zomis qveyanaSi:

bahamis kinZulebi, lixtenSteini, antiliis kunZulebi da

sxva. `sagadasaxado samoTxeebi~ saerTaSoriso kompanie-

bis mosazidad Tavs ikaveben ara mxolod mogebis gadasa-

xadis dawesebisagan, aramed uzrunvelyofen agreTve sta-

biluri sabanko da satelekomunikacio sferoebis da

efeqtiani sasamarTlo sistemis Seqmnas. Tavis mxriv, `sa-

gadasaxado samoTxe~ arsebobs frenSaizingisa da sawar-

moTa registraciis mosakreblebis xarjze.

`sagadasaxado samoTxis~ qveynebis ekonomika SesaZ-

lebelia iyos maRalganviTarebuli. mag., kaimanis kunZu-

lebze cxovrobs 50 aTasi kaci, maSin rodesac daregis-

trirebulia 68 aTasi kompania, maT Soris 500 bankze meti,

800 sadazRvevo organizacia, 2 aTasze meti sainvesticio

fondi da 5 aTasi sapaio fondi. 1997 wels gaixsna safon-

do birJa. kaimanis kunZulebis warmateba `sagadasaxado

samoTxis~ statusiT ganpirobebulia am qveyanaSi saerTa-

Soriso kompaniebisaTvis gaweuli momsaxurebis maRali

xarisxiT. amis erT-erTi magaliTia, rom firmis daregis-

trirebisaTvis sakmarisia 24 saaTi. aq arsebuli fasebi

qmnian samuSao adgilebs profesionalebisaTvis (buRal-

trebi, bankirebi, iuristebi) maRali anazRaurebiT. kaima-

486

nis kunZulebis ekonomikis safuZvelia turistuli bi-

znesi (mSp-s 70%), yovelwliurad qveyanas stumrobs 2

mln-ze meti turisti, ZiriTadad aSS-sa da kanadidan. mo-

saxleobis cxovrebis doniT qveyana erT-erTi mowinavea

msoflioSi. `sagadasaxado samoTxiT~ amayobs adgilob-

rivi mosaxleoba, Tumca, meore mxriv, igi sxva qveynebis

sagadasaxado organoebs sakmaod did problemebs uqmnis.

ucxouri mogebis dabegvra aSS-Si. sxvadasxva sa-

xelmwifoebSi ucxo qveynebSi miRebuli Semosavlebis da-

begvra xdeba araerTgvarovnad, Tumca mravali ganviTa-

rebuli qveynisaTvis damaxasiaTebelia zogadi niSnebi,

romelic SeiZleba daxasiaTdes aSS-is magaliTze, sadac

kompaniebis ucxouri Semosavali generirdeba sami wyaro-

dan: produqciis an momsaxurebis eqsporti, ucxouri fi-

lialebis saqmianoba da ucxouri Svilobili sawarmoebis

saqmianoba.

aSS sagadasaxado kodeqsiT saqonlisa da momsaxure-

bis eqsportidan miRebuli mogeba ganixileba zustad

iseTnairad, rogorc Siga bazarze miRebuli mogeba. mar-

Talia aSS-is eqsporti Zalian didia, magram firmebis sa-

eqsporto saqmianobis stimulirebisaTvis amerikuli sa-

gadasaxado kodeqsi didi xnis ganmavlobaSi nebas rTavda

e.w. sagareo-savaWro korporaciebis (foreign sales corpora-tion, FSL) Seqmnas. kodeqsis Tanaxmad, sagareo-savaWro

korporacias Tavisi saqmianobis mniSvnelovani nawili —

marketingi (SekveTebis damuSaveba, distribucia, angari-

Sebis wardgena, saeqsporto gayidvebis dafinanseba) unda

ganexorcielebina sazRvargareT. firmas, romelic sru-

lad Seasrulebda korporaciis am pirobebs, SeeZlo mniS-

vnelovnad Seemcirebina Tavisi federaluri gadasaxadi

mogebaze saeqsporto saqmianobidan. Tumca, 2000 wlidan

vaWrobis msoflio organizaciam (WTO), romelic moqme-

debda evrokavSiris (EC) saCivris Sesabamisad, gaakeTa

ganmarteba, rom sagareo-savaWro korporaciebisadmi sa-

gadasaxado SeRavaTebis gaweva ar ewinaaRmdegeba eqspor-

487

tis arakeTilsindisier subsidirebas. amis sapasuxod aSS

kongresma gaauqma kanoni sagareo-savaWro korporacieb-

ze da miiRo kanoni dabegvridan mogebis eqsteritoriuli

gamoricxvis Sesaxeb, Tumca WTO-m es kanonic CaTvala mi-

si wesdebis darRvevad, radgan igi iseTive rols asru-

lebda, rogorc sagareoekonomikur korporaciebze adre

miRebuli kanoni. vidre aSS Tavis sagadasaxado kodeqss

ar moiyvans WTO-s normebTan SesabamisobaSi, evrokavSi-

ri uflebas itovebs, miiRos sapasuxo zomebi — SemoiRos

aSS-dan importirebul saqonelsa da momsaxurebaze axa-

li tarifebi. amasTan, evrokavSiri ar moqmedebs agresiu-

lad im mizniT, rom, jer erTi, xeli ar SeuSalos Tavisu-

fali vaWrobis politikas, xolo, meore mxriv, evrokavSi-

risaTvis amerikuli bazari Zalian mniSvnelovania. rac

Seexeba kanons mogebis eqsteritoriuli gamoricxvis Se-

saxeb, igi xelsayrelia amerikuli Svilobili kompaniebi-

saTvis. miuxedavad amisa, evrokavSiri jerjerobiT ar

apirebs aSS-is mimarT sanqciebis SemoRebas.

ucxouri kompaniebis filialebis dabegvra xasiaT-

deba garkveuli TaviseburebebiT. aseT filialebs ar ga-

aCniaT iuridiuli piris ufleba. muSaoben ra ucxoeTis

qveynebSi, maTi mogeba samarTlebrivi kuTxiT saTavo kom-

paniis mogebis Semadgeneli nawilia. gamomdinare aqedan,

ucxouri filialebis Semosavlebi zrdis saTavo kompani-

is dasabegr bazas, miuxedavad imisa, xdeba Tu ara maTi Se-

mosavlebis repatriacia saTavo kompaniis qveyanaSi. ase-

Ti praqtika arsebobs aSS-Si.

sxvagvari mdgomareobaa Svilobili kompaniebis mi-

marT. samarTlebrivi kuTxiT maT gaaCniaT damoukidebe-

li iuridiuli piris statusi. amasTan, aSS saTavo kompa-

nia araa valdebuli Tavis SemosavalSi asaxos ucxouri

Svilobili kompaniebis dasabegri mogeba, im SemTxvevaSi,

Tu am Semosavlebis reinvestireba xdeba imave Svilobil

kompaniaSi. amerikis sagadasaxado kodeqsi iTvaliswinebs

ganvadebis wess, romlis Tanaxmad aseTi Semosavlebi

488

ibegreba mxolod maT saTavo kompaniaSi dividendebis sa-

xiT dabrunebis Semdeg.

ganvadebis wesi astimulirebs amerikuli firmebis

saerTaSoriso saqmianobas, radgan misi meSveobiT kompa-

niebi yovelwliurad ewevian didi moculobis sagadasaxa-

do saxsrebis ekonomias, rac maT saSualebas aZlevs SeaR-

wion axal bazrebSi da ganaviTaron TavianTi saqmianoba.

amave dros, aSS-s sagadasaxado kanonmdeblobiT saTavo

kompania valdebulia gansazRvros, warmoadgens Tu ara

misi Svilobili kompania kontrolirebad ucxour sawar-

mos. kontrolirebadi ucxouri korporacia (controlled foreign corporation, CFC) — aris ucxouri korporacia, ro-

melSic amerikeli TiToeuli aqcioneri flobs aqciebis

aranakleb 10%-s da mTlianobaSi floben 50 procentze

met aqciebs. aseTi midgoma saSualebas iZleva erTmaneTi-

sagan gansxvavebul iqnes firmebi, romlebic kontrolde-

ba erTaderTi amerikuli kompaniis mier da ucxouri fir-

mebi, romlebic ekuTvnis mcire investorTa amerikul

jgufs.

aSS sagadasaxado kodeqsis Tanaxmad, ucxouri kor-

poraciebis mier kontrolirebadi mogeba iyofa aqtiur

da pasiur kategoriebad. aqtiuri mogebaa is mogeba, ro-

melic miiReba tradiciuli komerciuli saqmianobiT

(warmoeba, marketingi, distribucia). pasiuria is mogeba,

romelic miiReba pasiuri qmedebebiT (dividendebi, pro-

centebi kreditebze, saarendo gadasaxdelis, licenziu-

ri gasamrjelos miReba). aseT qmedebebs axorcieleben

Svilobili kompaniebi, romlebic daregistrirebuli

arian `sagadasaxado samoTxeSi~. amerikul firmebs SeuZ-

liaT gadaavadon maT mier kontrolirebadi ucxouri

korporaciebis mier miRebuli aqtiuri mogeba, xolo pa-

siuri mogeba sagadasaxado ganvadebas ar eqvemdebareba.

rom ar iyos aseTi SezRudva, amerikul firmebs SeeZlebo-

daT inteleqtualuri sakuTrebidan da sainvesticio

portfelidan miRebuli Semosavlebis korporaciuli mo-

489

gebis gadasaxadidan Tavis arideba. amisaTvis sakmarisi

gaxdeboda Svilobili kompaniebis gaxsna `sagadasaxado

samoTxeSi~ da maTTvis sasaqonlo niSnis, patentebis, sa-

vaWro markebis da firmis investiciuri portfelis sa-

kuTrebaze uflebis gadacema. aSS xelisufleba ucxouri

kompaniebis aqtiuri da pasiuri mogebis gansxvavebulo-

biT mkafiod acalkevebs TavianTi firmebis saerTaSori-

so saqmiani aqtivobis da amerikuli gadasaxadebidan Ta-

vis aridebis SesaZleblobis SezRudvas `sagadasaxado sa-

moTxeSi~ Svilobili kompaniebis Seqmnis gziT.

saerTaSoriso sagadasaxado konfliqtebis dare-

gulireba. sxvadasxva qveyanaSi araerTgvarovania ara

mxolod sagadasaxado ganakveTebi, aramed sagadasaxado

bazis gagebis filosofia. saerTaSoroso korporaciebi

angariSvaldebulni arian im qveynis sagadasaxado orga-

noebis winaSe, sadac ewevian biznesoperaciebs. am organo-

ebis moTxovnebi xSirad erTmaneTs ewinaaRmdegeba, rac

mewarmeebs mZime tvirTad awveba. amitomac warmoqmnili

sagadasaxado konfliqtebis daregulireba saerTaSori-

so biznesis erT-erT aqtualur amocanas warmoadgens.

sagadasaxado krediti. ucxouri Svilobili kompa-

niebi xSirad qveynis xelisuflebis mier ibegreba gadasa-

xadebiT. amasTan, Tu igive Semosavali daibegra mSobli-

ur qveyanaSic, warmoiqmneba ormagi dabegvra, rac mZimed

awveba kompaniebs da zRudavs maT saqmianobas saerTaSo-

riso doneze. saTavo kompaniis qveyanas SeuZlia ucxouri

Svilobili kompaniebis ormagi dabegvris Semsubuqeba,

erTi mxriv, saTavo kompaniisaTvis sagadasaxado kredi-

tis daSvebiT, xolo, meore mxriv, mogebis gadasaxadis

CaTvliT im moculobiT, rac gadaxdili iqna mimReb qveya-

naSi. aseTi midgoma amcirebs mSobliur qveyanaSi saerTa-

Soriso korporaciebis mier gadaxdili gadasaxadebis si-

dides.

aSS sagadasaxado kodeqsi xSir SemTxvevaSi (aris ga-

monaklisebic) saSualebas aZlevs amerikul firmebs Seam-

490

ciron korporaciuli mogebis gadasaxadi im sididiT, ra

sididis amave saxis gadasaxads ixdian ucxouri filiale-

bi da Svilobili kompaniebi. ucxour mogebaze sagadasaxa-

do daTmoba ar SiZleba aRematebodes gadasaxadis sidi-

des, romliTac aSS-Si ibegreba ucxouri saqmianoba. mag-

ram garkveul pirobebSi firmebs SeuZliaT garkveulad

SezRudul droSi gadaitanon sagadasaxado krediti mo-

maval periodSi. mraval qveyanaSi, sadac aSS-dan warimar-

Teba pirdapiri investiciebis ZiriTadi nakadebi, korpo-

raciuli gadasaxadebi ufro maRalia, vidre amerikaSi.

amitom sagadasaxado kreditebi amgvari gadasaxadebis ga-

dasaxdelad mxolod nawilobriv akompensirebs saerTa-

Soriso kompaniebis gadasaxadebis maRal dones. amasTan,

sagadasaxado krediti vrceldeba mxolod korporaciu-

li mogebis gadasaxadze da sxva saxis gadasaxadze misi ga-

moyeneba dauSvebelia.

xelSekrulebebi dabegvraze. mravali qveyana, cdi-

lobs ra saerTaSoriso vaWrobis ganviTarebas, xels

awers saerTaSoriso biznesTan dakavSirebul xelSekru-

lebebs. magaliTad, aSS-s sxva qveynebTan aseT 60-mde xel-

Sekrulebaze aqvs xeli mowerili. isini erTmaneTisagan

detalebiT gansxvavebulia, magram yvelasaTvis saerToa

im gadasaxadebis Semcirebis pirobebis gansazRvra, rome-

lic gamoiqviTeba ucxouri filialebisa da Svilobili

kompaniebis sawarmoebis Semosavlebis repatriaciisas.

zogjer es xelSekrulebebi mimarTulia firmis sazRvar-

gareTuli Semosavlebis saerTo sagadasaxado tvirTis

Semcirebisken an dabegvridan saproeqto gadasaxadebis

da roialtis mTliani gamoricxvisaken. es xelSekrulebe-

bi ormxrivia da niSnavs, rom qveyana sxva qveynis firmebs

SeRavaTiani dabegvris pirobebs sTavazobs mxolod maSin,

rodesac sxva qveyana analogiur pirobebs Seuqmnis am

qveyanas.

saerTaSoriso sagadasaxado konfliqtebis erT-er-

Ti wyaroa agreTve ucxouri firmebis diskretuloba ad-

491

gilobrivi politikosebis mier. es ukanasknelni Tvlian,

rom ucxouri firmebi manipulireben transfertuli fa-

sebiT an kidev iseTnairad astruqtureben saTavo kompa-

niasTan Svilobili kompaniebis urTierTobas, rom Tavi

aaridon gadasaxadebis samarTliani wilis gadaxdas. aqe-

dan gamomdinare, mravali qveyana mimarTavs administra-

ciul zomebs. magaliTad, transfertuli faswarmoqmnis

politikas ucxour firmebisaTvis agresiulad amowmebs

iaponiis sagadasaxado sammarTvelo da Sedegad amisa, yo-

velwliurad mravali saxelmwifos ucxour kompaniebs

pretenziebs uyenebs. amgvarma Semowmebebma iaponiaSi

mniSvnelovnad gazarda auditorul samsaxurebSi dasaq-

mebulTa ricxovnoba.


1. raSi mdgomareobs finansuri aRricxvis roli da

amocanebi saerTaSoriso biznesSi?

2. risTvis sWirdebaT saerTaSoriso investorebs bu-

Raltruli angariSgebis maCveneblebi?

3. raSi mdgomareobs buRaltruli procedurebis

ganmasxvavebeli niSnebi sxvadasxva qveynis aRric-

xvis sistemaSi?

4. romeli ZiriTadi faqtorebi axdenen gavlenas fi-

nansuri aRricxvis sistemis formirebaze?

5. rogoria aqtivebis Sefasebisa da gadafasebis sa-

erTaSoriso praqtika?

6. romeli organizaciebi monawileobn buRaltruli

aRicxvisa da finansuri angariSgebis harmonizaci-

is saqmianobaSi da ra aris maTi mizani?

7. rogor xdeba ucxour valutaSi denominirebuli

tranzaqciis aRricxva?

8. ras niSnavs termini transliacia?

492

9. raSi mdgomareobs saerTaSoriso investiciebis aR-

ricxvis danaxarjebis meTodisa da wilobrivi mo-

nawileobis meTodis arsi?

10. romel meTodebs iyeneben saerTaSoriso firmebi

sagadasaxado wnexis Sesamcireblad?

11. raSi mdgomareobs ,,sagadasaxado samoTxis~ arsi da

rogor uwyobs igi xels saerTaSoriso biznesis

ganviTarebas?

12. rogor xdeba ucxouri mogebis dabegvra aSS-Si?

13. raSi mdgomareobs aqtiuri mogebis da pasiuri mo-

gebis arsi?

14. rogor xdeba saerTaSoriso sagadasaxado kon-

fliqtebis daregulireba?

15. ras niSnavs sagadasaxado krediti da xelSekrule-

bebi dabegvraze?

literatura:

1. finansuri angariSgebis saerTaSoriso standartebi

(fass), nawili I, nawili II, Tbilisi, 2004;

2. Гриффин Р., Пастей М., Международный бизнес, 4-ое изд.

Питер.- 2006;

3. Сутирин С.Ф., Погорлецкий А.И., Налоги и налоговое

планирование в мировой экономике, учебное пособие.- СПб.:

«Полиус», 1998.

493

Tavi XVI

adamianuri resursebisa da SromiTi

urTierTobebis

saerTaSoriso marTva


1. adamianuri resursebis marTvis Taviseburebani;

2. adamianuri resursebis gamoyenebis specifika;

3. saerTaSoriso menejerebis SerCeva;

4. „eqspatriantebis marcxis“ mizezebi;

5. treningebisa da menejmentis ganviTarebis programebi;

6. samuSaos Sefaseba;

7. Sromis anazRaureba;

8. saerTaSoriso SromiTi urTierTobani.

16.1. adamianuri resursebis marTvis

Taviseburebani

saerTaSoriso korporaciebSi uaRresad didi mniS-

vneloba eniWeba kvalificirebul personals, romelze-

dac damokidebulia sazRvargareT korporaciis miznebis

realizacia. kadrebis moZieba, maTi swavleba da kvalifi-

kaciis amaRleba, repatrianti menejerebis samuSaoze gag-

zavna, maTi Sromis anazRaureba, samSobloSi dabruneba

da kompaniis saqmianobaSi integracia uaRresad rTuli

amocanebia, romelTa gadawyvetis SesaZlebloba damoki-

debulia im TaviseburebaTa codnaze, riTac xasiaTdeba

adamianuri resursebis menejmenti samSobloSi da saz-

RvargareT. aRniSnul Taviseburebebs gansazRvravs ram-

denime faqtori. esenia:

Sromis bazrebis gansxvavebuli doneebi. yvela

qveyanaSi arsebobs samuSao Zalis gansxvavebuli struq-

tura da danaxarjebi. am faqtoris multierovnuli kor-

poraciis sasargeblod gamoyenebis SemTxvevaSi mas SeuZ-

494

lia miiRos damatebiTi mogeba. ase magaliTad, amerikuli

korporaciebis didi nawili sainJinro personals qira-

obs indoeTSi, radganac indoeli inJinrebi arian kvali-

ficirebulni, floben inglisur enas da amavdroulad ma-

Ti Sromis anazRaureba erTi da imave samuSaoze gacile-

biT dabalia, vidre amerikelebis.

samuSao Zalis gadaadgilebasTan dakavSirebuli

problemebi. sxva qveynebis specialistebis gadaadgile-

bis procesSi warmoiqmneba samarTlebrivi, kulturuli

da ekonomiuri problemebi. multierovnuli korporaci-

ebi cdiloben miiRon damatebiTi sargebeli am faqtori-

dan. gansakuTrebiT maSin, rodesac Sromis bazrebSi arse-

buli gansxvaveba warmoqmnis saWiro specialobaTa defi-

cits. aseT SemTxvevaSi multierovnuli kompaniebi Seimu-

Saveben kadrebis SerCevis, momzadebis, Sromis anazRau-

rebisa da stimulirebis sakuTar meTodikas.

marTvis stili da praqtika. yvela qveyanaSi domini-

rebs sakuTari kulturuli normebi da Rirebulebebi, rac

aisaxeba SromiT urTierTobebSi. personalis erovnuli

Taviseburebebis gacnoba SesaZleblobas iZleva gadavita-

noT dadebiTi gamocdileba erTi qveynidan meoreSi.

erovnuli orientacia. multierovnul korporaci-

ebSi aqcenti yovelTvis keTdeba globalur miznebze.

amasTan, misma sazRvargareTis personalma datvirTva Se-

iZleba gadaitanos erovnul orientaciaze. iq, sadac do-

minirebs nacionalizmi, aucilebelia personalTan muSa-

obis meTodebis koreqtireba.

kontroli. iseTi faqtorebi, rogoricaa teritori-

uli daSoreba da sazRvargareT saqmianobis specifikuri

Taviseburebani, arTulebs saTavo kompaniis mier filia-

lis sakadro politikis kontrols. amitom, warmoebis am

pirobebSi kontrolis gaZlierebisaTvis aucilebelia

ganvaxorcieloT saTavo ofisis mier dadgenili sakadro

politika. miuxedavad amisa, manZili da qveynis specifika

arTulebs aseTi sakadro politikis realizacias, auci-

495

lebels xdis qveynis specifikis mixedviT mis koreqtire-

bas.

amdenad, firmis doneze adamianuri resursebis me-

nejmentis strategiuli roli rTulia, magram am mxriv

saqmianoba ufro rTulia saerTaSoriso biznesSi, sadac

personalis SerCevis, misi menejmentis ganviTarebis, sa-

muSaos Sefasebisa da anazRaurebis TvalsazrisiT gaweu-

li saqmianoba moiTxovs did Zalisxmevas, radganac qvey-

nebis mixedviT am sferoSi saqmianoba arsebiTad gansxvav-

deba Sromis bazrebis, kulturis, samarTalebrivi da eko-

nomikuri sistemebis mixedviT. es arsebiTi gansxvavebani

ganpirobebulia iseTi faqtorebiT rogoricaa:

sazRvargareT gansxvavebuli Sromis anazRaure-

bis sistemebi, romlebic damokidebulia calkeul

qveyanaSi damkvidrebuli menejmentis wesebze;

Sromis kanonmdeblobis specifikა;

profkavSirebis roli da gansxvavebuli funqcie-

bi calkeuli qveynebis mixedviT da sxva.

multierovnuli kompaniebisaTvis mniSvnelovania

iseTi menejerebisSerCeva, romlebsac SeuZliaT maTi re-

sursebis efeqtiani marTva. adamianuri resursebis me-

nejmentma unda gadawyvitos am resursebis marTvasTan

dakavSirebuli iseTi problemebi, rogoricaa:

• xelmZRvaneli Tanamdebobebis menejerebis kompa-

niaSi ganawileba;

• maTi Semdgomi swavlebis gziT kvalifikaciis amaR-

leba;

• sxvadasxva erovnuli, eTnikuri, religiuri warmo-

mavlobis mqone muSakebis Sromis anazRaurebis pi-

robebis dadgena da sxva.

adamianuri resursebis menejmentisTvis Zalze mniS-

vnelovania im problemebis gadawyveta, romlebic dakav-

Sirebulia eqspatriant (expatriate) menejerebTan (ukanas-

knelSi igulisxmeba kompaniis TanamSromeli, romelic

sazRvargareT arsebul filialSi aris samuSaod mivline-

496

buli). aq mniSvnelovania davadginoT, Tu vin gavagzavnoT

sazRvargareT samuSaod, gavarkvioT Sromis anazRaure-

bis, repatriaciisa da adaptaciis pirobebi, aucilebelia

davrwmundeT imaSi, rom isini arian orientirebulni sam-

SobloSi dabrunebaze.

16.2. adamianuri resursebis gamoyenebis specifika

multierovnul kompaniebSi kadrebi iyofa: adgi-

lobrivad da eqspatriantebad. eqspatriantebi, Tavis

mxriv, iyofa: im qveynis moqalaqeebad, sadac ganTavsebu-

lia multierovnuli kompaniis saTavo ofisi da sxva

qveynis moqalaqeebad. rogorc multierovnul kompaniaSi,

aseve sazRvargareTis filialSi Tanamdebobebis umrav-

lesoba dakavebuli aqvT adgilobriv kadrebs da ara

eqspatriantebs, Tumca, aris gamonaklisebic, romlebic

Seexeba ganviTarebad qveynebs. magaliTad, saudis ara-

beTSi didi deficitia navTobis mompovebel mrewvelobis

xelmZRvanel kvalificiur kadrebSi, amitom is priori-

tets aniWebs eqspatriantebs.

adgilobrivi kadrebis gamoyenebis upiratesoba.

adgilobrivi kadrebi xasiaTdebian prioritetu-

lobiT, ramdenime mizezis gamo, esenia:

mobiluroba. adamianTa nawils, miuxedavad maTi

erovnulobisa, ar surs sazRvargareT samuSaod wasvla,

rac dakavSirebulia adaptaciis sirTuleebTan. amitom,

kompaniebi adgilebze qmnian kadrebis mozidvis pirobebs.

kidev erTi mizezi imisa, Tu ratom aris rentabeluri ad-

gilobrivi kadrebis gamoyeneba dakavSirebuli eqspa-

triantebis Sromis RirebulebasTan, romelic adgi-

lobriv specialistebTan SedarebiT maRalia.

adgilobrivi pirobebisadmi adaptacia. rac ufro

rTulia adgilobriv pirobebisadmi adaptacia, miT ufro

mizanSewonilia adgilobrivi kadrebis gamoyeneba, rad-

497

ganac maT ukeT esmiT mocemuli qveynis Taviseburebani,

vidre Camosul specialistebs.

adgilobrivi imiji. rig qveynebSi multierovnuli

korporaciebis filialis adgilobriv xelmZRvanelebs

aRiqvmen, rogorc „did patriotebs“, radganac isini adgi-

lobriv interesebs, korporaciis globalur miznebze uf-

ro maRla ayeneben. adgilobrivi imiji aseve dadebiTad

moqmedebs maspinZeli qveynis muSebze, romlebic priori-

tets adgilobriv da ara Camosul xelmZRvanels aniWeben.

adgilobrivi personalis stimulireba. adgilob-

rivi kadrebis daqiravebis momxreebi miiCneven, rom maTi

gadaadgileba Tanamdebobrivi safexurebiT zemoT, aris

efeqtiani muSaobis motivaciis ZiriTadi faqtori.

mowinaaRmdegeebs ki miaCniaT, rom maRalkvalificirebu-

li kadrebis samsaxurebrivi winsvlis xelovnuri SezRu-

dvis praqtika unda ganisazRvrebodes erovnuli mikuTv-

nebisagan damoukideblad. maTi mtkicebiT, organizaciis

nebismier wevrs unda gaaCndes SesaZlebloba, avides

Tanamdebobrivi ierarqiis nebismier safexurze.

grZelvadian miznebze orientacia. imdenad, ram-

denadac filialSi gadayvanili multierovnuli kor-

poraciis TanamSromlebi gegmaven dahyon iq ramdenime

weli, isini adgilobrivi xelmZRvanelebisagan gansxvave-

biT, orientacias iReben moklevadian amocanebze, rac

xels uSlis korporaciis grZelvadiani miznebis miRwevas.

amitom, adgilobriv xelmZRvanelebs, romlebic imyofe-

bian korporaciis filialebSi, ufro xangrZlivi droiT,

SeuZliaT grZelvadian miznebze orientacia.

16. 3. eqspatriantebis gamoyenebis mizezebi

eqspatriantebi warmoadgenen multierovnuli kom-

paniebis personalis umciresobas, msoflioSi isini iTv-

498

lian ramodenime aTass. eqspatriantebis gamoyenebis Zi-

riTad mizezebs wamoadgens:

teqnikuri kompetencia. rig SemTxvevaSi Znelia mo-

Zebno sakmarisi kompetenciis mqone adgilobrivi kadri,

romelsac gaaCnia aucilebeli teqnikuri codna proeq-

tis realizaciisaTvis. personalis teqnikuri kompeten-

cia damokidebulia qveynis ganviTarebis doneze. aRniS-

nulidan gamomdinare, eqspatriantebi Seadgenen Sedare-

biT dabal xvedriT wils ganviTarebul da maRal-

ganviTarebad qveynebSi. garda amisa, maRalkvalificiuri

kadrebi aucilebelia filialebSi im teqnikuri novaci-

ebis dasanergvad, romlebic ukve gamoiyeneba mul-

tierovnul korporaciaSi, am mizniT ki mizanSewonilia am

specifikis mqone eqspatriantebis filialebSi gagzavna.

xelmZRvaneli personalis kvalifikaciis amaRle-

ba. multierovnuli korporaciebi agzavnian adgilobriv

kadrebs sazRvargareT samuSaod da piriqiT, sazRvargare-

Tis filialebidan gadmoyavT saTavo firmebSi adgilob-

rivi xelmZRvaneli muSakebi, rac iZleva SesaZleblobas,

ara marto gaicvalos kvalificirebuli codna da gamoc-

dileba, aramed amaRldes korporaciuli kultura.

kontroli. mravalerovnuli korporaciebi perso-

nalis geografiul gadaadgilebas saTavo firmidan

filialSi iyeneben sawarmoo saqmianobis kontrolis

mizniT. es mizani miiRweva imitom, rom saTavo firmidan

igzavneba maRali kvalifikaciis xelZRvaneli, romelsac

gaaCnia maRali teqnikuri kompetencia da Sesabamisi

Tvisebebi.

16.4. saerTaSoriso menejerebis SerCeva

mas Semdeg, rac gavarkvieT, Tu ra Tvisebebi da codna

unda gaaCndes saerTaSoriso menejerebs, transerovnulma

korporaciam aucilebelia moZebnos da SearCios kandi-

dati aRniSnul Tanamdebobaze.

499

gamocdili menejerebis SerCeva saerTaSoriso biz-

nesSi xorcieldeba ramdenime arxis gamoyenebiT. erT-er-

Ti aris sakuTriv kompania, misi is TanamSromlebi, rom-

lebic muSaoben mimReb qveyanaSi an is pirebi, romlebic

saqmianoben saTavo firmaSi da mzad arian gaemgzavron sa-

zRvargareT. ukanasknelSi Sedis is menejerebi, romle-

bic manamde ar muSaobdnen sazRvargareT da isini, vinc

asrulebdnen firmis davalebebs ucxoeTSi. rogorc wesi,

multierovnuli korporaciebi am mizniT iyeneben sare-

zervo personals an im muSakebis bazas, romlebic gavid-

nen pensiaze da gaaCniaT davalebis Sesasruleblad Sesa-

bamisi codna da gamocdileba. pensiaze gasuli muSakebi,

rogorc wesi, siamovnebiT Tanxmdebian sazRvargareT was-

vlaze. ase magaliTad, kompania Verizon-s Tavis monacemTa

bazaSi yavs aseTi 725 yofili TanamSromeli.

multierovnul korporacias aseve SeuZlia moiZios

aseTi muSakebi sxva firmebSi. es SeiZleba iyos is mene-

jerebi, romlebic saqmianoben mimRebi qveynis firmebSi,

an saerTod menejerebi, romlebic saqmianoben sxva kom-

paniebSi da gaaCniaT Sesabamisi codna da kvalifikacia.

sasurveli menejerebis SerCevis procesSi korporacia

zogjer mimarTavs e.w. xedxanterebis daxmarebas. uka-

nasknelni specializdebian sasurveli kandidatebis mo-

ZiebaSi. xedxanteruli organizacia es aris firma, ro-

melic specializdeba kvalificirebuli menejerebis Zeb-

nasa da Sesabamis vakansiaze dasaqmebaSi. mraval ganvi-

Tarebul qveyanaSi xedxanteruli saqmianoba iTvleba

araeTikurad, radganac is gulisxmobs kadrebis gadabi-

rebas, Tumca is ar ikrZaleba kanonmdeblobiT.

SeiZleba Tamamad vamtkicoT, rom globalizaciis

procesi Seexo Sromis bazrebs. magaliTad, umsxviles

britanul korporacia Imperial Chemical Indastri-Si 150

menejeridan mxolod 50% aris ingliseli. saerTaSoriso

korporaciebi erovnulobaze ufro maRla ayeneben Sro-

mis efeqtianobas.

500

menejerebis moZiebis kidev erTi gzaa axalgazrda

menejerebis SerCeva. msxvili transerovnuli korpora-

ciebi xSirad umaRlesi sasawavleblebidan im mizniT

qiraoben axalgazrda kadrebs, rom isini gaagzavnon sa-

zRvargareT. zogieri korporacia asaqmebs kursdamTav-

rebulebs, xolo maT mier gamocdilebis miRebis Semdeg

agzavnis maT sazRvargareT. prioritetiT sargebloben

ucxouri enebis mcodne kursdamTavrebulebi, romlebic

specializdebian saerTaSoriso biznesze.

mas Semdeg, rac saerTaSoriso menejerebis vakan-

siaze SeirCa kandidatebis garkveuli raodenoba, ada-

mianuri resursebis menejerebma aucilebelia daadginon

is kandidati, romelic yvelaze metad Seesabameba

mocemul vakansias. perspeqtiul kandidatebs unda gaaCn-

deT Semdegi Tvisebebi:

sammarTvelo kompetencia (teqnikuri Cvevebi, li-

deris Tvisebebi, korporaciuli kulturis cod-

na);

Sesabamisi kvalifikacia (formaluri ganaTleba,

maspinZeli qveynis kulturisa da enis codna);

axali situaciisadmi adaptaciis unari (axali ga-

remosa da samuSaosadmi Tavsebadoba, kulturuli

Taviseburebebis aRqmis unari).

eqspatriantebis SerCevis procesSi aucilebelia

gaviTvaliswinoT, rom Tu is ver gaamarTlebs, danakarge-

bi didi iqneba. am process ewodeba „eqspatriantebis mar-

cxi“, romelsac Cven mogvianebiT ganvixilavT. ukanask-

nelis mTavari mizezi mdgomareobs imaSi, rom eqspatrian-

tebi, an maTi ojaxis wevrebi ver eguebian axal garemos.

meore da aranakleb mniSvnelovani problema mdgo-

mareobs SerCeuli kanidatis sazRvargareT samuSaoze wa-

svlis, an misi dainteresebis motivaciaSi. rig SemTxve-

vaSi menejers da mis ojaxs izidavs sazRvargareT cxov-

reba, axali gamocdilebis miRebis survili, karieristu-

li zrdis SesaZleblobani, anazRaureba da sxva.

501

rogorc aRiniSna, ojaxis Seuguebloba axali kultu-

risadmi zogjer xdeba „eqspatriantebis marcxis“ ZiriTa-

di mizezi. amitom, kompaniebis didi nawili yuradRebas

aqcevs eqspatriantebis ojaxis axali garemosadmi Segue-

bis problemas.

imisaTvis, rom ar warmoiqmnas msgavsi xasiaTis pro-

blemebi kompaniebi, eqspatriati menejerebis SerCevis

procesSi, iyeneben sxvadasxva meTodebs. iseTebs rogore-

bicaa: gasaubreba, piradi Tvisebebis safuZvliani Semow-

meba, ojaxuri migraciis specialistebis _ am dargis

fsiqologebis mowveva da sxva. zogierTi multierovnu-

li korporacia cdilobs daadginos, potenciuri kandi-

dati SeZlebs Tu ara gaiziaros maspinZeli qveynis kul-

turuli Rirebulebebi. magaliTad, amerikuli kompaniebi

mravali wlis ganmavlobaSi eqspatriatebis Tanamdebo-

bebze ar agzavnidnen qalebs iseT qveynebSi, rogorebicaa:

irani, iaponia da sxva, sadac ar xdeba mandilosnis ojaxis

gareT samuSaoebze saqmianobis stimulireba.

16.5. „eqspatriantebis marcxis“ mizezebi

rogorc aღvniSneT, eqspatrianti menejerebi arian

multierovnuli kompaniis samSoblos moqalaqeebi, rom-

lebic muSaoben sxva qveyanaSi. am terminis sapirwoned ga-

moiyeneba termini inpatrianti (inpatriates) da is aRniSnavs

im ucxoelebs, romlebic muSaoben multierovnuli kom-

paniis samSobloSi.

saerTaSoriso biznesis literaturaSi aRwerilia

personalis SerCevis iseTi problema, rogoricaa e.w. ` eq-

spatriantebis marcxi~, rac gulisxmobs maT droze adre

dabrunebas samSobloSi. es termini asaxavs firmis kadre-

bis SerCevis negatiur politikis Sedegebs, anu mis mier

iseTi individebis SerCevas, romlebic ver aRweven warma-

tebas ucxoeTSi, ris gamo vadaze adre brundebian samSob-

loSi. gamokvleva gviCvenebs, rom sazRvargareT gagzav-

502

nili amerikeli specialistebis 16%-dan 40 %-mde brun-

deba samSobloSi kontraqtis dasrulebamde da muSakebis

TiTqmis 70%, gagzavnili ganviTarebad qveynebSi brunde-

ba ukan droze adre. miuxedavad imisa, rom dawvrilebiTi

informacia yvela qveynis mixedviT miuwvdomelia, SegviZ-

lia davaskvnaT, rom „eqspatriantebis marcxi“ aris uni-

versaluri problema. „eqspatriantebis marcxis“ dana-

xarjebi aris maRali. erTi „marcxis“ saSualo danaxarji

firmisTvis aris eqspatrianti menejeris yovelwliur

samjerad xelfass damatebuli mivlinebis danaxarjebis

tolfasi. TanxaSi gamoxatuli TiToeuli „marcxis“ dana-

xarji meryeobs 250000 aTasidan 1 milion dolaramde.

amasTan, amerikeli eqspatriatebis daaxloebiT 30%-dan

50%-mde, romelTa saSualo yovelwliuri anazRaureba

250000 dolaria, rCebian maT saerTaSoriso Tanamdebo-

bebze, magram firmebs maT mier gaweuli saqmianoba arae-

feqtianad miaCnia.

amerikuli multierovnuli kompaniebisTvis, mniS-

vnelobebis mixedviT èqspatriatebis marcxis~ mizezebi

ganisazRvra Semdegi kriteriumebi:

• meuRlis Seuguebloba;

• menejerTan saqmianobis Seuguebloba;

• sxva ojaxuri problemebi;

• menejeris pirovnuli da emociuri simwifis done;

• sazRvargareT dakisrebuli pasuxismgeblobisaT-

vis Tavis vergarTmeva.

evropuli firmebis menejerebma daasaxeles marto

erTi mizezi _ meuRlis Seuguebloba axal garemosTan.

iaponuri firmebis „marcxis“ mizezebia:

• sazRvargareT wamoWrili pasuxismgeblobebis-

Tvis Tavis ver garTmeva;

• axal garemosTan Seguebis siZneleebi;

• pirovnuli da emocionaluri problemebi;

• teqnikuri kompetenciis nakleboba;

503

• meuRlis Seuguebloba.

yvelaze SesamCnevi gansxvaveba am CamonaTvalTa So-

ris aris meuRlis Seugueblobis faqtorSi, romelic ame-

rikuli da evropuli multierovnuli kompaniebisaTvis

yvelaze mniSvnelovani mizezia, xolo iaponuri firmebi-

saTvis is mniSvnelobis mixedviT ikavebs mxolod mexuTe

adgils.

gamokvlelebma [3, gv.18-22] daadastures, rom meuR-

lis, menejerTan saqmianobis Seuguebloba, aris „eqspat-

riantebis marcxis“ ZiriTadi mizezi.

meuRleebis Seuguebloba sazRvargareT cxovrebas-

Tan dakavSirebulia bevr faqtorTan. meuRleebi xSirad

ucxo qveyanaSi Tavs grZnoben megobrebisa da ojaxis ga-

reSe. enis barieri maTTvis arTulebs axali megobrebis

SeZenas, maSin rodesac es ar warmoadgens problemas mene-

jerebisaTvis, romlebsac SeuZliaT gaiCinon megobrebi

samuSaoze. maTi meuRleebisTvis es dakavSirebulia did

sirTuleebTan, amitom isini Tavs saxlSi gamoketilebad

grZnoben. es problema xSirad garTulebulia emigraciis

maregulirebeli kanonebiT, romlebic krZalaven meuRis

samuSaoze ayvanas.

„qspatriantebis marcxis“ Semcirebis erT-erTi sa-

Sualebaa maTi SerCevis proceduris gaumjobeseba, rac,

Tavis mxriv, moicavs TanamdebobisaTvis Seuferebeli

kandidatebis gamoricxvas. am problemis gamokvlevis sa-

fuZvelze, bevr firmaSi ZiriTad problemad daasaxelda

is, rom adamianuri resursebis menejerebi aTanabreben

kompaniis samSobloSi da sazRvargareT samuSaos Sesru-

lebis pirobebs. qveynis SigniT da sazRvargareT samuSa-

os Sesrulebis pirobebi erTob gansxvavebulia. menejer-

ma, romelic samuSaos advilad umklavdeba Tavis qveyana-

Si, SesaZloa ver SeZlos gansxvavebuli kulturis qveya-

naSi SromiTi procesis marTva. gamokvlevis Sedegad dad-

ginda is 4 ZiriTadi aspeqti, romelic gansazRvravs saz-

RvargareT saqmianobis warmatebas. esenia TviTorienta-

504

cia, sxvebis orientacia, aRqmis unari da kulturebTan

dakavSirebuli siZneleebi.

TviTorientacia: am Tvisebebis mqone eqspatrian-

tebs gaaCniaT sakuTari Tavis obieqturi Sefasebis, Tav-

dajereblobis da mentaluri sijansaRis Tvisebebi. eq-

spatriantebi, romlebic afaseben sakuTar SesaZleblo-

bebs, arian Tavdajerebulni da mentalurad jansaRni,

aqvT sazRvargareT warmatebis miRwevis didi Sansi. mec-

nierebma daaskvnes, rom aseT adamianebs SeuZliaT moaxdi-

non maTi interesebis adaptireba sportTan, musikasTan

da egzotikur sakvebTan. hqondeT samuSaos gareT sxva-

dasxva gatacebebi da iyvnen teqnikurad kompetenturebi.

sxvebis orientacia: am aspeqtiT eqspatrianti mene-

jerebi avlenen maspinZeli qveynis warmomadgenlebTan ad-

vilad TanamSromlomlobis SesaZleblobas. rac ufro

efeqturad urTierTqmedebs is maspinZeli qveynis moqala-

qeebTan, miT ufro mosalodnelia misi warmateba. aq ori

faqtoria mniSvnelovani: urTierTobebis unari da sxveb-

Tan komunikaciisTvis mzadyofna. urTierTobebis unari

gulisxmobs maspinZeli qveynis warmomadgenlebTan xan-

grZlivi megobrobebis damyarebis SesaZleblobas. komuni-

kaciebisaTvis mzadyofna vlindeba eqspatriantis sur-

vilSi Seiswavlos maspinZeli qveynis ena. miuxedavad imisa,

rom maspinZeli qveynis enis codna mniSvnelovania, eqspat-

riants ar Wirdeba adamianebTan komunikaciis mzadyofnis

demonstrirebis mizniT kargad flobdes mas. enis codna

mxolod aZlierebs komunikaciis SesaZleblobas.

aRqmis unari: es aris unari, romliTac SegviZlia

gavigoT, Tu ratom iqcevian sxva qveynebis warmomadgen-

lebi ise, rogorc es damkvidrebulia maT kulturaSi. es

aris sxva adamianebis grZnobebisa da emociebis gagebis

unari, romelSic gvexmareba sakuTari gamocdileba. mas-

pinZeli qveyenis warmomadgenlebis samarTavad es aspeqti

aris gadamwyveti. eqspatriat menejerebs, romlebsac ar

gaaCniaT es unari, iseve eqcevian sxva qveynis warmomad-

505

genlebs, rogorc TavianTi qveynis moqalaqeebs. amis Se-

degad isini ganicdian mniSvnelovan problemebs menej-

mentSi. maspinZeli qveynis realobas kargad morgebuli

eqspatriantebi ar gansjian maspinZeli qveynis moqalaqe-

ebis qmedebas da cdiloben maTi menejmentis stili iyos

morgebuli im kulturas, wes-Cveulebebsa da pirobebs,

romelSic maT uxdebaT saqmianoba.

kulturebTan dakavSirebuli siZneleebi: es aspeqti

exeba kavSirs eqspatriartebis samuSaosTan adaptaciis

unarsa da im qveyanis Taviseburebebs Soris, romelSic is

unda Sesruldes. zogierT qveynaSi muSaoba aris ufro

rTuli, radgan misi kultura eqspatriantisaTvis aris

uCveulo da uxerxuli. magaliTad, bevri amerikeli miiC-

nevs did britaneTs iq muSaobisaTvis SedarebiT mosaxer-

xeblad. amis mizezi ki isaa, rom am or kulturas bevri sa-

erTo aqvs. amasTan, amerikelebs aradasavluri kulturis

qveynebSi muSaoba rTulad miaCniaT. aseTi qveynebia maga-

liTad: indoeTi, samxreT azia da Sua aRmosavleTi. amis

mizezebia: cudi sacxovrebeli pirobebi, arastumarTmoy-

vare atmosfero, dasavluri garTobis nakleboba da enis

barieri. aRsaniSnavia isic, rom aRmosavleTis bevr qveya-

naSi upiratesobas aniWeben mamakacebs, rac dasavleli qa-

li menejerebisTvis did problemas warmoadgens.

16.6. treningebisa da menejmentis

ganviTarebis programebi

menejeris da samuSaos dakavSirebis pirveli nabiji

aris kandidatebis SerCeva. Semdegi nabiji aris treninge-

bi, raTa man Seiswavlos samuSaos specifika da menejmen-

tis ganviTarebis programebi. magaliTad, am mizniT Semu-

Savebuli intensiuri treiningebis programebi eqspatri-

ant menejerebs aZlevs sazRvargareT Tanamdebobaze war-

matebis misaRwev kvalifikacias. menejmentis ganviTare-

bis programebis daniSnuleba ufro farToa, maTi mizania

506

menejerebis kvalifikaciis amaRleba maTi mTeli karie-

ris manZilze. amdenad, menejmentis ganviTarebis progra-

mis nawilia personalis sazRvargareT gagzavna, raTa ga-

farTovdes misi gamocdileba da kulturaTaSorisi Sexe-

dulebebi. firmis sxva menejerebTan erTad, mas regula-

rulad SeuZlia daeswros menejmentis ganviTarebis

programebs. farTo saerTaSoriso gamocdileba zrdis

menejeris mmarTvelobiT da liderul Tvisebebs.

istoriulad, saerTaSoriso biznesis warmomadge-

nelTa umetesoba ufro met yuradRebas aqcevda trenin-

gebs, vidre menejmentis ganviTarebis programebs. tre-

ningebis mizania mSobliuri qveynis moqalaqeebis saz-

RvargareT Tanamdebobaze samuSaod momzadeba. dReisaT-

vis, globaluri kompetenciisa da transnacionaluri

firmebis warmoSobis gamo, es mdgomareoba Zireulad Se-

icvala. amJamad, sazRvargareTis sxvadasxva samuSaobi-

saTvis mniSvnelovania treningebTan erTad menejmentis

ganviTarebis programebis gavla. saerTaSoriso biznesSi,

menejmentis ganviTarebis programebis mizania kompaniis

strategiuli miznebis miRweva. menejmentis ganviTareba

miiCneva strategiuli miznebis miRwevis iaraRad.

treningebisa da menejmentis ganviTarebis progra-

mebs Soris arsebuli sxvaobis dasadgenad, Cven jer gamo-

vikvlevT sazRvargareTis Tanamdebobaze gasagzavni me-

nejerebis treningebis tipebs. Semdeg vimsjelebT im kav-

Sirze, romelic arsebobs globalur biznesSi menejmen-

tis ganviTarebasa da strategias Soris.

eqspatrianti menejerebis treningebi.

rogorc aRvniSneT, „eqspatriantebis marcxis“ yve-

laze gavcelebuli mizezia: meuRlisa da menejeris Seu-

guebloba axal garemosTan. treningi exmareba menejersa

da mis meuRles am problemis daZlevaSi. „eqspatriatebis

marcxs“ amcireben kulturuli, enobrivi da praqtikuli

treningebi. treningebis gamoyenebis yovelmxmrivi mniS-

vnelobis miuxedavad, isic faqtia, rom menejerTa umete-

507

soba ar gadis aseT swavlebas manam, sanam maT gaagzavnian

sazRvargareT samuSaod.

kulturuli treningebi: kulturuli treningebi

gasagzavn kandidats unergavs maspinZeli qveynis kultu-

risadmi pativiscemas. treningebis organizatorebs sje-

raT, rom maspinZli qveynis kulturis gageba daexmareba

menejers Cawvdes mis Taviseburebebs. es ki Tavis mxriv

zrdis maspinZeli qveynis warmomadgenlebTan urTiero-

bis efeqtianobas. eqspatriantebs unda CautardeT swav-

leba maspinZeli qveynis kulturis, istoriis, politikis,

ekonomikis, religiis, socialur sferosa da biznes saq-

mianobis Sesaxeb. eqspatriantis sazRvargareT gagzavnam-

de mniSvnelovania maspinZeli qveynis gacnobis mizniT

turis moewyoba, rac mniSvnelovnad amcirebs `kultu-

rul Soks~. meuRlis adaptaciis gamo gamowveuli prob-

lemebis gadasaWrelad, mniSvnelovania, rom meuRlec da

mTliani ojaxic CarTulni iyvnen kulturuli treningis

programaSi.

enis Sesaswavli treningebi: inglisuri msoflio

biznesis enaa. biznesis keTeba msoflios nebismier qveya-

naSi SesaZlebelia inglisuris gamoyenebiT. inglisuris

gavrcelebis miuxedavad, misi gamoyeneba amcirebs maspin-

Zeli qveynis moqalaqeebTan menejeris urTierTobis Se-

saZleblobas. maspinZeli qveynis enaze saubris survili,

maSinac ki, roca menejeri ar flobs enas srulyofilad,

mas exmareba adgilobriv kadrebTan megobruli urTier-

Tobebis damyarebaSi da amiT aumjobesebs menejmentis

efeqtianobas. is firmebi, romlebmac daadgines enis Se-

saswavli treningebis aucilebloba, miiCnevdnen, rom is

aumjobesebs maTi TanamSromlebis efeqtianobas da qmnis

eqspatriantebis sxva kulturasTan dakavSirebis piro-

bebs, rac saboloo angariSiT aisaxeba maspinZel qveyanaSi

firmis ukeTes imijze.

praqtikuli treningebi: praqtikuli treningebis

mizania daexmaros eqspatriat menejerebs da misi ojaxis

508

wevrebs advilad Seeguon maspinZel qveyanSi arsebul

cxovrebiseul realobas. eqspatriantebisaTvis aucile-

belia megobrebi, garToba, dasveneba. firmebi cdiloben

darwmundnen, rom eqspatriantis ojaxi swrafad Seegueba

axal sacxovrebel garemos da mis mcxovreblebs. praqti-

kuli treningebi aucilebelia eqspatriantis ojaxis wev-

rebis ucxo kulturasTan adaptaciisaTvis.

eqspatriantebis samSobloSi dabruneba. eqspatri-

anti menejerebis treningisa da ganviTarebisas progra-

mebis ganxilvis procesSi mniSvnelovan problemas warmo-

adgens menejerebis momzadeba repatriaciis _ samSob-

loSi dabrunebisaTvis, sadac SemdgomSi isini gaagrZele-

ben muSaobas. rogorc wesi, ukan dabrunebuli menejere-

bis molodini imis Taobaze, rom TavianT kolegebs gauzi-

aron codna da waaxalison is menejerebi, romlebic saz-

RvargareT imave gzis gavlas apireben, ar marTldeba.

is menejrebi, romlebic muSaobdnen sazRvargareT,

sadac isini iyvnen damoukideblebi, qondaT maRali anaz-

Raureba da avtoriteti, dabrunebis Semdeg xvdebian or-

ganizacias, romelmac araferi icis ukanaskneli wlebis

ganmavlobaSi maTi saqmianobis Sesaxeb. rogorc wesi, dab-

runebul menejerebs sTavazoben kuTvnili samuSaos an

firma am mizniT qmnis iseT sarezervo adgilebs, romleb-

sac ar moiTxoveba eqspatriantebis kvalifikaciasa da

codnas.

am problemis kvlevis Sedegebis mixedviT, menejer-

Ta 60-70%-ma ar icis Tu rogori iqneba maTi samuSao maTi

samSobloSi dabrunebis Semdeg.

am problemis gadawyveta adamianuri resursebis

kargi dagegmviT miiRweva. damianuri resursebis menej-

mentis funqcias sWirdeba personalis SerCevis procesi-

sa da treiningis programebis ganviTareba. eqspatriante-

bis samSobloSi dabrunebis im programebis ganviTareba,

romlebic maT moamzadebT profesiuli landSaftis Sec-

509

vlisa da im codnis gamoyenebisaTvis, romelic maT SeiZi-

nes sazRvargareT.

menejmentis ganviTarebis programebi.

menejerebis saerTo kvalifikaciis donis amaRlebis

mizniT gamoiyeneba menejmentis ganviTarebis sxvadsxva

saganmanaTleblo programebi. agreTve firmis sxvadasxva

samuSaoebze menejerebis gacvlis gziT SesaZlebelia ma-

Ti gamocdilebis gafarToeba. es programebi aris mimar-

Tuli kompaniaSi Sromis nayofierebisa da xarisxis donis

amaRlebisaken.

saerTaSoriso biznesi menejmentis ganviTarebas

iyenebs, rogorc strategiul iaraRs, rac metad mniSvne-

lovania transnacionaluri strategiis mqone firmebi-

saTvis. aseT firmebs sWirdebaT Zlieri korporaciuli

kultura da araformaluri menejmentis qseli, rac daex-

mareba maT koordinaciasa da kontrolSi. amasTan, tran-

snacionaluri firmebis menejerebisaTvis aucilebelia

adgilobrivi Taviseburebebis Seswavla da gaTvaliswine-

ba. es ki miiRweva maspinZeli qveynis kulturuli Tavise-

burebebis gacnobis safuZvelze.

menejmentis ganviTarebis programebi, firmis nor-

mebTan da faseulobaTa sistemasTan erTad, menejerebs

exmareba korporaciuli kulturis formirebaSi. prog-

ramebi iwvevs gamocdilebis gaziarebas, araformaluri

qselebis Seqmnas, SesaZloa kompaniaSi damkvidrebuli

enis an Jargonis aTvisebac. amasTan, es programebi aviTa-

rebs teqnikur kompetenciebsac. isini xSirad Seicaven

simRerebs, erTobliv sadilebs da sportul RonisZiebeb-

Si monawileobas, riTac warmoiSoba erTianobis korpora-

ciul grZnoba. calkeul kompaniaSi damkvidrebulia ri-

tualuri samosi, sadac kompaniis TanamSromlebisaTvis

gamoiyeneba uniforma (magaliTad, maisuri kompaniis lo-

goTi). am saqmianobis mizania menejeris kompaniasTan

identifikacia.

510

xangrZlivi periodiT menejerTa jgufis gaerTiane-

ba da maTi sazRvargareTis qveyanebSi sxvadasxva saxis sa-

muSaoebze gagzavna, exmareba firmas araformaluri me-

nejmentis qselis CamoyalibebaSi. aseTi qseli SesaZloa

gamoviyenoT, rogorc organizaciis SigniT gamocdile-

bis gaziarebis saSualeba. magaliTis saxiT ganvixiloT

telekomunikaciebis mwarmoebeli Sveduri kompa-

nia ,,eriqsoni~. am kompaniaSi TanamSromloba Zalian mniS-

vnelovania, gansakuTrebiT kompaniidan misi filialebi-

saTvis nou-hausa da ZiriTadi kompetenciebis gadasace-

mis mizniT. TanamSromlobis gasaZliereblad èriqsoni~

cvlis specialistebs, rogorc saTavo ofisSi, aseve mis

filialebSi. èriqsoni~ erTi an ori wlis ganmavlobaSi

agzavnis 50-dan 100-mde inJinersa da sxvadasxva profi-

lis menejerebis jgufs kompaniis erTi qveynis struqtu-

ruli erTeulidan meoreSi, rac mniSvnelovnad afarTo-

ebs adamianebs Soris saqmian da kulturul urTierTo-

bebs. aRniSnuli politika aris efeqtiani, rogorc saer-

To kulturis Semecnebis, aseve kompaniis sxvadasxva qvey-

nebSi gafantuli sawarmoebis koordinaciisaTvis.

16.7. samuSaos Sefaseba

saerTaSoriso biznesSi yvelaze rTuli problema

eqspatrianti menejeriebs mier gaweuli samuSaos Sefase-

baa. Cven SevexebiT am problemis calkeul aspeqts da gan-

vixilavT samuSaos Sefasebis umniSvnelovanes principebs.

eqspatrianti menejerebis samuSaos Sefaseba aris

rTuli procesi. rogorc wesi, ori jgufi afasebs maT mi-

er gaweul samuSaos - maspinZeli qveynis da saTavo ofisis

menejerebi. maspinZeli qveynis menejerebis Sefaseba, maTi

kulturuli Taviseburebebidan gamomdinare, SesaZlebe-

lia ar iyos bolomde obieqturi. magaliTad, mendenhemma

da odoum warmoadgina aSS-is menejeris SemTxveva, ro-

511

melmac saTavo ofisSi waradgina misi muSaobis Sefasebis

sarekomendacio werili indoeTSi mdebare filialidan.

indoeTSi momuSave menejerma miiRo uaryofiTi Sefaseba,

im mizezis gamo, rom im qveyanaSi menejerebi iTvlebian eq-

spertebad, romlebsac ar WirdebaT xelqveiTebis daxma-

reba, maSin rodesac amerikaSi calkeuli meore xarisxo-

vani samuSaoebis Sesrulebis procesSi menejeri piriqiT,

iTxovs ramdenime xelqveiTis daxmarebas. am sxvaobebis

gamo indoelma specialistebma amerikeli menejeri miiC-

nies arakompetenturad da saqmis armcodned.

eqspatrianti menejerebis sazRvargareT gaweuli

saqmianobis saTavo ofisis menejerebis mier Sefasebac

araobieqturia imis gamo, rom am menejerebma rogorc we-

si cudad ician sazRvargareT warmoebis specifika da

amitom isini afaseben eqspatriantebis saqmianobas maTda-

mi daqvemdebarebuli erTeulis mwarmoeblurobis, an mi-

si sabazro wilis Sesaxeb informaciis safuZvelze. aseTi

kriteriumebi asaxavs eqspatrianti menejeris saqmianobis

garegnul mxareebs. amasTan, es informacia ar Seicavs, sa-

muSaos im sxva mniSvnelovan aspeqtebs, romlebic aseve

gasaTvaliswinebelia misi obieqturi SefasebisaTvis.

aseTebia: eqspatriantebis kulturaTaSorisi Segnebis

ganviTarebis done da adgilobriv menejerebTan produq-

tiulad muSaobis unari. am Secdomebis gamo bevr eqspat-

riant menejers miaCnia, rom kompaniis xelmZRvaneloba

maT afasebT arasamarTlianad da saTanadod ver xedavs

maT kvalifikaciasa da gamocdilebas. es aris imis erT-

erTi mizezi, rom sazRvargareT saqmianobas ar moaqvs mo-

salodneli Sedegi am menejerebis karieristuli win-

svlis TvalsazrisiT.

samuSaos Sefasebis procesSi daSvebuli Secdomebi

SesaZloa Seamciros ramdenime garemoebam. pirveli, eq-

spatriantebis nawili miiCnevs, rom ufro mniSvnelovania

adgilobrivi menejeris Sefaseba, radgan sazRvargareT

myof menejerTan SedarebiT, mas ukeT SeuZlia Cawvdes sa-

512

muSaos specifikasa da misi Sesrulebis profesiul dones.

yofil eqspatriantebTan profesiuli da kulturuli si-

axlovis gamo, adgilobriv menejerebs gaTavisebuli aqvT

is elementebi, romlebic ukeT warmoaCenen eqspatrianti

menejerebis muSaobis mniSvnelovani aspeqtebs. meore, Se-

faseba ufro obieqturi iqneba, Tu Semfasebeli menejeri

aris eqspatriantis erovnebis, radgan amiT Tavidan avi-

cilebT kulturis gaugebrobiT gamowveul Secdomebs.

saTavo ofisis menejerebi xSirad samuSaos Sefasebas ax-

denen eqspatriantebis mier mowodebuli masalebis sa-

fuZvelze. aseT SemTxvevaSi eqspertebi gvirCeven, rom

yofilma eqspatriantebma, romlebic muSaobdnen saz-

RvargareTis igive filialSi, miiRon monawileoba samu-

Saos Sefasebis procesSi, rac mniSvnelovnad amcirebs

Secdomebis daSvebis albaTobas. dabolos, rodesac sa-

kadro politika iTvaliswinebs ucxoeli menejerebis mu-

Saobis werilobiT Sefasebas, saTavo ofisis menejerebma

ar unda warmoadginon is manam, sanam ucxoeli menejerebi

ar daamTavreben formaluri Sefasebis proceduras da

warmoadgenen mis Sedegebs. es, saTavo ofisisis menejers

aZlevs saboloo daskvnaSi samuSaos dabalansebuli Sefa-

sebis SesaZleblobas.

16.8. Sromis anazRaureba

globalur biznesSi eqspatriantebis Sromis anazRa-

urebis procesSi warmoiqmneba ori ZiriTadi problema,

esenia: anazRaurebis regulireba sxvadasxva qveynebSi

Sromis anazRaurebis gansxvavebuli sistemebis mixedviT

da kompaniaSi damkvidrebuli Sromis anazRaurebis sis-

temis gamoyeneba.

qveynebSi Sromis anazRaurebis gansxvavebebuli sis-

temebi.

513

sxvadasxva qveyanaSi menejerebis Sromis anazRaure-

baSi arsebiTi gansxvavebebia. cxriliSi #1 warmodgeni-

lia am dargSi Catarebuli gamokvlevis Sedegebi. gamo-

kiTxvam moicva 2007-2009 wlebSi 29 qveynis im kompaniis

muSakebi, romlTa saSualo anazRaureba yovelwliurad

Semosavlis saxiT Seadgenda 500 milion aSS dolars.

cxrili 1.

2007-2009 wlebSi Sromis anazRaureba

29 qveyanis mixedviT (aSS-is dolarebSi)

qveyana prezidentebis

anazRaureba

samuSaos

anazRaureba

argentina 316,735 6,937

avstralia 694,638 31,543

belgia 697,030 43,541

brazilia 545,024 8,861

kanada 889,898 36,283

CineTi(hongkongi) 746,417 20,932

CineTi (Sanxai) 99,795 4,630

safrangeTi 735,363 42,682

germania 954,726 44,757

indoeTi 222,894 3,928

italia 841,520 35,434

iaponia 456,937 48,178

malaizia 333,298 6,681

meqsika 966,759 15,312

holandia 675,062 36,860

axali zelandia 449,414 23,068

singapuri 959,411 17,463

samxreT afrika 538,290 7,453

samxreT korea 393,533 26,519

espaneTi 520,080 28,506

SvedeTi 700,290 39,816

Sveicaria 1,190,567 60,193

taivani 249,075 17,144

gaerTianebuli samefo 830,223 29,730

aSS 2,249,080 51,121

venesuela 401,799 9,849

514

kompaniis prezidentis Sromis anazRaureba Seicavs,

rogorc ZiriTad xelfass, aseve premiebs, aqciebis yidvis

safuZvelze miRebul dividendebs. sxva muSakebis anazRa-

urebaSi Sedis maT ZiriTad xelfasi da premiebi. rogorc

cxrili 1-dan vxedavT, Sromis anazRaurebis sakiTxebTan

dakavSirebiT, qveynebs Soris didi sxvaobaa. amerikaSi

kompaniis prezidentis saSualo Semosavali 2,25 milionia,

iaponiaSi _ 456,937, xolo taivanSi _ 249,075. es cxrili

zustad ver warmoaCens am gansxvavebebis mizezebs, radgan

amerikeli kompaniis prezidentebis umravlesoba soli-

dur Tanxebs aqciebidan iRebs.

saerTaSoriso biznesSi qveynebis mixedviT anazRau-

rebebSi gansxvaveba warmoSobs Semdegi xasiaTis kiTxvas:

unda aunazRauros firmam sxvadasxva erovnebis prezi-

dentebs Sroma maTi qveynebis Sesabamisi Tu saerTaSori-

so standarTebis mixedviT? es problema ar arsebobs eT-

nocentristuli da policentristuli pesonalis SerCe-

vis politikis mimvdevar kompaniebSi. eTnocentristuli

politikis SemTxvevaSi am problemis gadasawyvetad auci-

lebelia imis dadgena, Tu ra Tanxa unda gadauxadon dama-

tebiT kompaniebma eqspatriantebs. policentristuli

politikis dros, menejerebis sxvadasxva qveynebSi gag-

zavnis simciris gamo, maTi anazRaureba qveynis standar-

tebs Seesabameba. uazroba iqneba firmebis ingliseli da

amerikeli menejerebis erTnairi anazRaureba, Tu isini

ar muSaoben erT qveyanaSi.

es problema gansakuTrebiT mniSvnelovania geocen-

tristuli politikis mimdevari firmebisaTvis. persona-

lis SerCevis geocentristuli politika Tavsebadia

transnacionalur strategiasTan. am politikis erT-er-

Ti aspeqtia iseTi menejerebis SerCeva, romlebic miekuT-

vnebian sxvadasxva erovnebas. unda hqondes Tu ara aseTi

personalis yvela wevrs erTnairi anazRaureba? aSS-Si

mdebare firmebisaTvis es niSnavs amerikis standartebis

Sesabamisad ucxoeli menejerebisaTvis anazRaurebis

515

zrdas. cnobilia isic, rom aSS-Si xelfasi sxva qveynebTan

SedarebiT sakmaod maRalia. amasTan, Tuki firma ar gaa-

Tanabrebs xelfass, aman SeiZleba gamoiwvios ucxoelebis

ukmayofileba. Tu firmas surs hyavdes sxvadasxva erov-

nebis warmomadgenlebiT dakompleqtebuli kadrebi, ma-

Sin man unda Sroma aunazRauros ucxoelebs iseve, ro-

gorc adgilobriv muSakebs. mniSvnelovania, rom sakadro

antagonizmis mosaxsnelad firmam ar miaqcios Sromis

anazRaurebis dros yuradReba muSakebis warmoSobasa da

erovnebas.

eqspatriantebis Sromis anazRaureba. eqspatria-

ntebis Sromis anazRaurebaSi yvelaze gavrcelebulia

dabalansebis midgoma. 2008 wels gamokiTxuli 781 kompa-

niidan 80 % iyenebs am midgomas, romlis struqtura Sem-

degi saxisaa: xelfasi da sxva Semosavlebi, gadasaxadebi,

binis, saqonlisa da momsaxurebis danaxarjebi (sakvebi,

tansacmeli, garToba da a.S) da rezervebi. aseTi dabalan-

sebuli midgoma eqspatriantebs exmareba maspinZel qveya-

naSi igive sacxovrebeli standartebis uzrunvelyofaSi,

rogoric maT qondaT samSobloSi. amas emateba sazRvar-

gareT muSaobis gamo finansuri stimulireba (magaliTad

premia). amdenad, tipuri eqspatriantis anazRaureba Sed-

geba ZiriTadi xelfasis, ucxoeTSi samuSaod wasvlisaT-

vis premiis, sxvadasxva tipis SeRavaTebis, gadasaxadebisa

da sargeblisgan. misi mTliani anazRaureba aris 3-jer

ufro meti, vidre is xelfasi, romelic mas sakuTar qveya-

naSi gaaCnia. eqspatriantebis maRali xelfasebis gamo,

bevrma firmam maT gamoyenebaze uari ganacxada. eqspatri-

atis Semosavlis tipuri sqema warmogvidgeba Semdegi sa-

xiT:

ZiriTadi xelfasi. ZiriTadi xelfasi aris imave mo-

culobis, ramdenic mas gaaCnda sakuTar qveyanaSi imave

Tanamdebobaze muSaobis dros. ZiriTadi xelfasi SeiZle-

ba anazRaurdes, rogorc mimRebi qveynis valutaSi, iseve

adgilobrivi fulad erTeulebSi.

516

sazRvargareT muSaobisaTvis premia. es aris eq-

spatrianti menejerebis damatebiTi xelfasi misi qveynis

datovebisa da sxva qveyanaSi samuSaod wasvlis gamo. ase-

Ti premia warmoadgens sazRvargareT samuSaod wasvlis

damatebiT stimuls. amiT xdeba eqspatriantebis megobre-

bisa da ojaxisagan izolaciis erTgvari kompensacia. bev-

ri firma uxdis ZiriTadi xelfasis 10-30 procentis ode-

nobis premias, rac saSualo premiaa.

SeRavaTebi. eqspatriantis Sromis anazRaurebis pa-

ketSi Sedis 4 tipis SeRavaTi: sxva qveyanasTan Seguebis

siZneleebis, sacxovreblis, cxovrebis pirobebze dana-

xarjebis da ganaTlebis SeRavaTebi.

sxva qveyanasTan Seguebis siZneleebis SeRavaTi maSi-

naa saWiro, Tu eqspatrianti gaagzavnes Rarib qveyanaSi.

aseTs miekuTvneba qveyana, sadac jandacva, ganaTleba da

da sxva materialuri da aramaterialuri sikeTeebi gam-

gzavn qveyanasTan SedarebiT ufro dabali donisaa.

sacxovreblis SeRavaTi gaicema imisaTvis, rom gag-

zavnilma SeZlos iseTive xarisxis binaSi cxovreba, ro-

gorSic is imyofeboda sakuTar qveyanaSi. iseT adgilebSi,

sadac saxlebi Zalian Zviria ( magaliTad londoni da to-

kio), es SeRavaTi mniSvnelovania da udris gagzavnilis

mTliani anazRaurebis 10-30 %-s.

cxovrebis pirobebze danaxarjebis SeRavaTi gaice-

ma im mizniT, rom eqspatriants gaaCndes igive cxovrebis

pirobebi, rogoric mas samSobloSi gaaCnda.

ganaTlebis SeRavaTi ki aucilebelia imisaTvis, rom

eqspatriantis Svilebma swavla gaagrZelon maTi qveynis

ganaTlebis standartebis Sesabamis skolaSi. maspinZeli

qveynis sajaro skolebi zogjer ar aris gagzavnilis Svi-

lebis ganaTlebis donis Sesaferisi. aseT SemTxvevaSi sa-

Wiroa ganaTlebis gagrZeleba sazRvargareT kerZo sko-

laSi, rac ufro Zviri Rirs.

dabegvra. eqspatriantebis Semosavali SeiZleba da-

ibegros erTnairi gadasaxadiT rogorc sakuTar, aseve

517

maspinZel qveyanaSic, Tu maspinZel da mSobliur qveyanas

aqvT gadasaxadebis saerTo sistema. Tuki maT erTnairi

gadasaxadebis sistema ar gaaCniaT, maSin firma gadasaxa-

debs ixdis maspinZeli qveynis kanonmdeblobis mixedviT.

amasTan, Tu maspinZel qveyanaSi ufro maRali gadasaxade-

bia, rac amcirebs gagzavnilis Semosavals, firmebi aanaz-

Raureben am gansxvavebas.

socialuri daxmareba. firmebi cdiloben imaSi

darwmunebas, rom maT mier sxva qveynebSi gagzavnili eq-

spatriantebi imave odenobis samedicino da sapensio dax-

marebas miiReben, rasac iRebdnen samSobloSi. es firme-

bisTvis did danaxarjebTanaa dakavSirebuli, radgan dax-

mareba, romelic akldeba gadasaxadebs samSobloSi (maga-

liTad samedicino da sapesnio dazRveva), SeiZleba ar

iyos gaTvaliswinebuli sxva qveyanaSi.

16.9. saerTSoriso SromiTi urTierTobebi.

saerTaSoriso biznesSi adamianuri resursebis me-

nejmenti pasuxismgebelia SromiT urTierTobebze. saer-

TaSoriso SromiTi urTierTobebis ZiriTad problema

aris imis dadgena, Tu ramdenad SeiZleba SezRudon

profkavSiris wevrebma saerTaSoriso biznesi. msoflio-

Si profkavSirebi am TvalsazrisiT mniSvnelovan rols

TamaSoben.

adamianuri resursebis menejmentis erT-erTi fun-

qcia aris firmasa da profkavSirebs Soris harmoniuli

urTierTobis damyareba da maT Soris konfliqtis minimi-

zeba. am TvalsazrisiT am paragrafs gavyofT sam nawilad:

pirvel rigSi, ganvixilavT multierovnul firmebTan

profkavSirebis urTierTobis problemas. Semdeg am

problemis gadawyvetis gzebs da bolos, saerTaSoriso

firmebis mier SromiTi urTierTobebis regulirebas.

518

profkavSirebis roli. profkavSirebi Cveulebriv

cdiloben maTi wevrebisaTvis moipovon maRali Sromis

anazRaureba, uzrunvelyon Sromis pirobebis dacva. am

profesiuli gaerTianebebis Zalaufleba vlindeba imaSi,

rom isini firmebs emuqrebian warmoebis SeCerebiT, ga-

ficvebiT an protestis sxva formebiT (magaliTad, gar-

kveuli drois ganmavlobaSi samuSaoze uaris TqmiT). es

muqara, rogorc wesi, ganxorcielebadia. arc erT firmas

ar gaaCnia imis alternativa, rom ar daiqiravos profkav-

Siris wevrebi da maTi aqtivistebi.

qveynis SigniT mdebare profkavSiruli gaerTiane-

bebis mTavari problema aris is, rom multierovnulma

kompaniebma SesaZloa TavianTi warmoeba sxva qveyanaSi ga-

daitanon. magaliTad, kompania `fordi~ daemuqra brita-

nul profkavSirebs warmoebis evropis sxva qveynebSi ga-

dataniT. profkavSirebis protesti motivirebuli iyo

imiT, rom britanelebi uars acxadebdnen kompaniaSi dam-

kvidrebuli Sromis wesebis dacvaze, riTac izRudeboda

warmoebis interesebi.

meore problema mdgomareobs imaSi, rom rogorc we-

si, saerTaSoriso firmebi adgilze toveben maRali kva-

lificiis muSakebs da sazRvargareTis sawarmoebSi samu-

Saod agzavnian SedarebiT dabali kvalificiisas. es ki sa-

erTaSoriso firmas uadvilebs warmoebis erTi adgili-

dan meore adgilze gadatanas, riTac mcirdeba profkav-

Sirebis Zalaufleba.

profkavSirebis kidev erTi problema Cndeba maSin,

rodesac saerTaSoriso firma cdilobs dasaqmebis meTo-

debisa da SromiTi xelSekrulebiT gansazRvruli SeTan-

xmebebis importirebas. rodesac es meTodebi inergeba

maspinZel qveyanaSi, profkavSirebs eSiniaT, rom es cvli-

lebani Seasustebs maT gavlenasa da Zalauflebas. es

problema wamoiWra iaponuri multierovnuli kompanie-

bis SemTxvevaSi, romlebic cdilobdnen maTi SromiTi ur-

TierTobebis sxva qveynebSi eqsportirebas. magaliTad,

519

amerikuli avtomobilebis warmoebaSi CarTuli momuSave-

ebis aRSfoTebas iwvevs is, rom bevri iaponuri avtosa-

warmo ar aris profkavSirebSi gaerTianebuli, ris Sede-

gad, avtoindustriaze profkavSirebis gavlena mcirdeba.

profkavSirebis organizebis strategia. profkav-

Sirebi multierovnuli kompaniebis gazrdili Zalauf-

lebis Sezrudvis mizniT mimarTaven Semdeg strategias:

cdiloben saerTaSoriso muSaTa organizaciis

daarsebas.

arwmuneben kanonmdeblebs multierovnuli kom-

paniebi SezRudvis aucileblobaSi.

cdiloben multierovnuli kompaniebis saerTa-

Soriso regulirebis miRwevas adamianis ufleba-

Ta damcveli saerTaSoriso organizaciebis an

gaero-s meSveobiT.

profkavSirebis es cdebi ar iyo didad warmatebuli,

ris gamo 1960-ian wlebSi profkavSirebma daiwyo saerTa-

Soriso organizaciebis dafuZneba, romlebic uzrunvel-

yofdnen msoflios sxvadasxva dargobrivi gaerTianebe-

bis msoflio kavSirs. profkavSirebs miaCniaT, rom sxva-

dasxva qveynebSi am gaerTianebebis qmedebebis koordini-

rebiT, warmoebis saerTaSoriso masStabiT Sewyvetis mu-

qaris gamoyenebiT, maT eqnebaT multierovnuli kompanie-

bis Zalauflebis Semcirebis SesaZlebloba. magaliTad,

`fordis~ muqara warmoebis didi britaneTidan sxva qve-

yanaSi gadatanis Sesaxeb ar iqneboda ganxorcielebadi,

Tuki evropis sxvadasxva qveynebis profkavSirebi amis wi-

naaRmdeg gaerTiandebodnen. miuxedavad saerTaSoriso

profkavSiruli organizaciebis mier Catarebuli inten-

siuri saqmianobisa, am organizaciam msoflio maStabiT

ver miaRwia sasurvel warmatebas. amis erT-erTi mizezi

aris is, rom profkavSirul gaerTianebebs urTierTTa-

namSromlobis survilis miuxedavad, isini cdiloben sa-

erTaSoriso biznesis investiciebis sakuTar qveyanaSi

mozidvas, rom amiT daasaqmon TavianTi wevrebi. adgilob-

520

rivi profkavSirebi xSirad SeRavaTs uweven im firmebs,

romlebic cdiloben kapitalis maT qveyanaSi dabandebas.

profkavSirebis struqturasa da ideologiaSi arse-

buli sxvaoba qmnis winaaRmdegobas maTi TanamSromlobi-

saTvis. profkavSiruli gaerTianebebi yvela qveyanaSi

ganviTarda damoukideblad. amis Sedegad, maTi struqtu-

ra da ideologia qveynebs Soris sagrZnoblad gansxvave-

bulia. magaliTad, britaneTSi, safrangeTsa da italiaSi

bevri profkavSiri imarTeba memarcxene socialistebis

mier, romlebic koleqtiur molaparakebebs miiCneven

klasobrivi konfliqtebis warmomSobis mizezad. amis sa-

pirispirod, germaniaSi, holandiaSi, skandinaviasa da Sve-

icariaSi profkavSirebis liderebi iyeneben ufro zomi-

er politikas. sxvadasxva qveynebis profkavSirebis lide-

rebis ideologiebis gansxvavebam maT Soris TanamSrom-

loba Znelad misaRwevi gaxada. gansxvavebuli ideologie-

bi aisaxeba profkavSirebis sazogadoebrivi rolisa da

multierovnuli kompaniebis mimarT gasatarebeli poli-

tikis radikalurad gansxvavebul SexedulebebSi.

profkavSirebma ver miaRwies warmatebas multie-

rovnul kompaniebTan urTierTobebis regulirebis miz-

niT erovnuli da saerTaSoriso organizaciebis saqmia-

nobis koordinaciis TvalsazrisiT. iseTi saerTaSoriso

organizaciebi, rogoricaa Sromis saerTaSoriso, ekono-

mikuri TanaSromlobisa da ganviTarebis organizacia, ai-

Zuleben multierovnul kompaniebs SromiT urTierTo-

bebSi gaiTvaliswinos maT mier miRebuli gadawyvetile-

bebi. miuxedavad amisa, es RonisZiebani ar aris iseTi

efeqtiani, rogoric profkavSirebs surT. multierov-

nul kompaniebze aseTi organizaciebi ver axdenen arse-

biT zegavlenas.

SromiTi urTierTobebis mimarT globaluri biz-

nesis midgomebi. globaluri, qveynis Siga biznesisagan

saerTaSoriso SromiT urTierTobebisadmi midgomebiT

SesamCnevad gansxvavdeba. ZiriTadi gansxvaveba mdgomare-

521

obs SromiTi urTierTobebis centralizaciisa Tu de-

centralizaciis doneSi.

profkavSirebis Zalauflebisa da koleqtiuri mo-

laparakebebis gamo, globaluri kompaniebis umetesobam

saerTaSoriso SromiTi urTierTobebis saqmianoba war-

marTa sazRvargareT mdebare filialebis SromiTi kanon-

mdeblobis Sesabamisad, amiT moxda SromiTi urTierTo-

bebis funqciis adgilobribriv menejerebze gadacema.

qveynebs Soris Sromis kanonmdeblobaSi arsebuli gan-

sxvavebis gamo, am procesis centralizebis SemTxvevaSi

SeuZlebeli iqneboda misi marTva. miuxedavad am logikis

sisworisa, am sferoSi arsebuli tendencia centralize-

buli kontroliskenaa mimarTuli. es tendencia asaxavs

saerTaSoriso firmebis globaluri sawarmoebSi Sromi-

Ti urTierTobebis racionalizaciisaken mimarTul mid-

gomebs.

konkurenciam warmoSva firmebis SromiTi danaxar-

jebis kontrolis aucilebloba. radganac SromiTi dana-

xarjebi kompaniebis mTliani danaxarjebis udides nawils

ikavebs, maTi umetesoba profkavSirebs emuqreba warmoe-

bis sxva qveyanaSi gadataniT, Tu isini ar Secvlian Sromis

kanonebs da ar gaauqmeben xelfasebis zrdis moTxovnas.

imdenad, ramdenadac aseTi moqmedeba ganapirobebs axali

investiciebis SezRudvasa da warmoebis daxurvas, mola-

parakebis taqtika moiTxovs saTavo ofisis mxridan am

dargSi kargi menejmentis ganxorcielebas. am mizeziT

SromiTi urTierTobebis centralizebisken swrafva iz-

rdeba.

kompaniaSi SromiTi urTierTobebis dargSi kargad

organizebuli saqmianoba SeiZleba iyos konkurenciuli

upiratesobis mopovebis ZiriTadi wyaro. magaliTad, ia-

ponurma avtomobilebis mwarmoeblebma konkurenciaSi

upiratesoba moipoves damoukideblad marTuli jgufe-

biT, Tanamdebobebis monacvleobiT, kulturaTaSorisi

treningebis organizebiTa da sxva msgavsi RonisZiebebiT.

522

warmoebis ucxoeTSi mdebare sawarmoebSi gadatanis dros,

iaponuri firmebi cdiloben iq samuSao meTodebis gada-

tanasac. es ki iwvevs konfliqts imis gamo, rom samuSaos

Sesrulebis adgilobrvi meTodebi, unda pasuxobdes am

qveynis profkavSirebis mier. amis gamo iaponuri firmebi

axdenen didZali investiciebis dabandebas, im mizniT,

rom adgilobrivi profkavSirebi daTanxmdnen am firmeb-

Si arsebul Sromis meTodebs. am mizniT iaponuri firme-

bis ufrosi menejerebi marTaven molaparakebebs adgi-

lobriv profkavSirebTan im mizniT, raTa maT SeZlon ad-

gilobriv sawarmoebSi iaponiaSi damkvidrebuli Sromis

meTodebis gamoyeneba. magaliTad, sanam `nisanma~ gadaw-

yvita investiciiebi daebandebina inglisSi, man miiRo

britanuli profkavSirebisgan Tanxmoba iq damkvidrebu-

li tradiciuli muSaobis meTodebis iaponuriT Secvlis

Sesaxeb. aseTi strategiis realizacia moiTxovs SromiTi

urTierTobebis centralizebul kontrols.


1. ra Taviseburebebi axasiaTebs adamianuri resursebis

marTvas samSobloSi da sazRvargareT? 2. ra upiratesoba gaaCnia adgilobrivi kadrebis gamoye-

nebas? 3. rogoria eqspatriantebis gamoyenebis mizezebi? 4. rogor mimdinareobs saerTaSoriso menejerebis Ser-

Cevis procesi? 5. rogoria ,,eqspatriantebis marcxis” mizezebi? 6. ra igulisxmeba treiningebsa da menejmentis ganviTa-

rebis programebSi? 7. rogor mimdinareobs samuSaos Sefasebis procesi? 8. ra TaviseburebebiT xasiaTdeba eqspatriantebis Sro-

mis anazRaureba. 9. ra igulisxmeba saerTaSoriso SromiT urTierTobeb-

Si?

523

10. rogoria profkavSirebis roli saerTaSoriso SromiT

urTierTobaTa regulirebaSi?

literatura:

1. Sengelia T., globaluri biznesi, àxali saqarTve-

lo~, Tb., 2010;

2. Sengelia T., dasaqmebis sferoSi diskriminacia da

biznesi., J. „ekonomika“, #11-12, 2008;

3. Деннелс Дж. Д. Радеба Л. Х. Международный бизнес. М., 1994;

4. Чинченов М.В., Основы международного бизнеса: Органи-зационные основы, инфраструктура, тактика и стратегия. КноРус, 2009.

5. Daniel J. International Business. N.U. 2008; 6. Griffin R., Pustay M. International Business: A Managerial

Perspective. Reading, MA: Addison –Westey Publishing Co., 2004;

7. Mendenham. G.Oddou. The Dimensions of Expatriation Dillema. Human Resource Planning 19. No 4(2009);

8. WWW. Toversperrin. Com; 9. Shengelia T. Influence of Corruption on the development of

Business Georgia // Murrey State University Review. 2007; 10. Erlich C. J. Human Resource Management: A Changing Seript

for Changing World // Human Resource Management, 2007, Vol. 36, N1;

524

gamomcemloba ùniversali~

Tbilisi, 0179, i. WavWavaZis gamz. 19, : 22 36 09, 8(99) 17 22 30 E-mail: [email protected]