Izvleček / Abstract

TEORETIČNO IZHODIŠČE B2B ODLOČITEV V MEDNARODNEM TRŽENJU

THEORETICAL POSTULATION OF B2B DECISIONS IN INTERNATIONAL MARKETING

dr. Boris Šuštar, izredni profesor

Univerza v Ljubljani, Ekonomska fakulteta

Izvleček

UDK: 339.54

Sredstva in znanja so tista pomembna prvina poslovanja, ki je neenakomerno porazdeljena med podjetji. Partnerji imajo v medpodjetniškem poslovanju zaradi prispevkov v sredstva in znanje določene stroške in koristi – t. i. B2B (business-to-business). Podjetja pričakujejo relativno enake prispevke v sredstvih in znanjih glede na velikost oziroma intenzivnost njihovih potreb po konkretnem poslovnem partnerstvu. Kakršnakoli druga odločitev o izboru partnerja, ki temelji na dispariteti v zaznavi lastnega in partnerjevega razmerja potreb in prispevkov v B2B, pomeni nastanek potencialnega konflikta v odnosih med domačimi in tujimi podjetji.

Ključne besede: B2B (business-to-business), mednarodno trženje, partnerstvo, kooperacija, licence, franšizing, skupna vlaganja, tehnologija, znanje, kapital.

Abstract

UDC: 339.54

Business partnership requires different contributions in the form of resources (assets?) and knowledge from the firms which, in the case of B2B (business-to-business), enter into joint partnerships. Linking different partners is an ambitious task and there exists a potential risk of tensions arising among partners as a result of different perceptions and evaluations  of B2B projects. There is a permanent threat that personal tensions in a business partnership may develop into  open conflicts that are difficult to control.  Therefore, it's crucial for firms to make correct and optimal domestic and foreign partner selection.

Keywords:  B2B (business to business, international marketing, partnership, co-operation, licensing, franshising, joint ventures, technology,

JEL: M10, M20