| KRATKA VSEBINA | Sodobni načini poslovanja so vse bolj povezanis partnerstvom, ki postaja eno ključnih strateških razvojnih možnosti v današnjem globalnem okolju. Vsako sodelovanje ni strateško partnerstvo, sajto vključuje razvojno komponento in dolgoročnost stalnega sodelovanja na osnovi temeljev relacijskega marketinga. Namen povezovanj tako poslovnih kakor tudi kapitalskih je večinoma v ohranjanju in povečevanju konkurenčnihprednosti oz. krepitvi razvojnih možnosti, medtem ko so lahko cilji zelo različni, kakor so tudi raznolike oblike strateškega sodelovanja med podjetji. Cilji povezav se lahko nanašajo na: 1) tržno področje, 2) tehnološko-razvojno področje, 3) področje zmanjšanja tveganja in povečanja notranje moči ter 4) področje doseganja ekonomije obsega in racionalizacijeposlovanja. Za strateško poslovno sodelovanje, ki zahteva prilagajanje udeležencev, tudi odrekanje nečemu na eni strani za pridobitev koristi na drugi strani, ter spoštovanje in upoštevanje različnosti, je velikokrat treba v celoti spremeniti način managementa in hkrati uporabiti nove metodeza dosego sinergijskih učinkov iz strateške povezanosti dveh ali več podjetij. // Contemporary business methods are increasingly intertwined with partnerships which has become one of the key strategic developmental possibilities in today's global environment. Each and every co-operation isnot a strategic partnership, since the latter includes a developmental component and a long-term nature of continuous co-operations based on relationship marketing. The goal of alliance, both in the strategic business and the equity sense, is primarily to improve developmental possibilities, while both the objectives and the various forms of strategicco-operation between companies may vary. The objectives could be classifiedinto four fields: 1) market, 2) technological and developmental, 3) decreasing the risk and increasing the internal strength, 4) economics of scale and rationalisation of business activities. Strategic business co-operation, which requires adaptations by the participants, and, sometimes, to give few things up on one side in order to gain profits on the other, as well as respect and consideration of differences, often demands the change of all management methods and, simultaneously, to apply new methods in order to achieve the synergy effects in linking two or more companies. |