Derybų strategijų ruošimas atsižvelgiant į konkurencijos mastą: rinkos apibrėžimo svarba

Abstract

Konkurencijos mastas rinkoje daro įtaką rinkos dalyvių derybinių galių pusiausvyrai. Tai dažnai lemia neigiamus padarinius tiek pirkėjams, tiek ir tiekėjams. Didesnė konkurencija atveria galimybes tarptautinio verslo plėtrai, nes, esant daugiau rinkos dalyvių, atsiranda papildomos verslo alternatyvos, taip mažėjant iškreiptos konkurencijos neigiamai įtakai tarptautinio verslo derybų dalyvių derybinių galių balansui. Geografinės rinkos apibrėžimas yra svarbus ir sudėtingas uždavinys, ypač kalbant apie derybų strategijų rengimą. Straipsnyje apibūdinamas procesas, akcentuojant rinkas, kurios gali būti platesnės už nacionalines sienas. Taip pat aptariama, kaip geografinė rinkos apibrėžtis atitinka konkurencinį vertinimą. Straipsnio tikslas yra kompleksiškai išanalizuoti susiklosčiusią derybų strategijų rengimo teoriją ir praktiką, esant skirtingiems konkurencijos mastams, atskleisti šių strategijų kūrimo ir įgyvendinimo tobulinimo galimybes, atsižvelgiant į rinkos apibrėžimo variantus. Straipsnio objektas yra derybų strategijų rengimas, esant skirtingiems konkurencijos mastams, orientuojantis į rinkos apibrėžimo galimybes. Darbo problema – tarptautinio verslo derybų teorijoje yra nepakankamai priemonių, padedančių parengti derybų strategijas, esant iškreiptai rinkos konkurencijai ir sunkiai apibrėžiamai rinkai. Darbe nagrinėjamos Nešo pusiausvyros pritaikymo galimybės derybų strategijų rengimui, ieškant geriausio rezultato funkcijos.

The extent of competition in the market affects the balance of bargaining power of market participants. This often results in negative consequences for both buyers and suppliers. Higher competition opens up opportunities for international business development because if more market participants take part, appear the additional business alternatives, thus diminishing the negative impact of distorted competition to the balance of negotiating power of international business negotiators. The definition of geographic market is an important and complex task, especially in the preparation of negotiation strategies. The article describes the process of highlighting markets that may be wider than national borders. It also discusses how the geographic market definition is in line with the competitive assessment. The aim of the article is to analyze the existing theory and practice of negotiation strategies in a complex way, with different levels of competition, to reveal opportunities to develop and implement these strategies, taking into account market definition options. The object of the article is the preparation of negotiation strategies with different levels of competition, focusing on market definition opportunities. The problem of work - there are not enough measures in international business negotiation theory helping to develop negotiation strategies in the face of distorted market competition and difficulties to define market. The paper examines the application of Nash equilibrium to the preparation of negotiation strategies, looking for the best result function. In the market definition it is widely used analytical basis to analyze and evaluate the problems of competition that have an impact on the preparation of the negotiation strategy. The relevant market should be defined in such a way that the competitive constraints faced by the company, that is substitutes of demand and supply side, would be captured as accurately as possible. The definition of the geographic market is an important and complex task, especially in terms of preparing negotiating strategies. There is described process of focusing on markets that may be wider than national borders. There is also discussion on how the geographic market definition is in line with the competitive assessment and the tendency of some authorities to leave the definition open in cases where there are no problems with competition. The variety of evidence to be taken into account when assessing the geographic scope of the markets is wide. Because of the high price difference in all countries may appear heterogeneity of competitive conditions, and hence will be a narrower market definition, and price analysis can lead to misleading results. Keeping the open geographic market definition can be saved time and resources for competition authorities when they review mergers where there is no competition problem, regardless of the geographic scope of the market. It also prevents authorities from seeking an unnecessary market definition that may affect future cases based on superficial analysis. The geographical area, in which anti-competitive behavior is taking place, may sometimes be a good indicator outside the geographic market. Price data review and analysis is the first step in establishing a geographic market, for example, a price correlation analysis is sometimes used to prepare preliminary market descriptions against the quantification of a fully hypothetical monopoly test (if this is feasible). The rationale of this approach is that goods in the same geographic market subject to the same conditions of competition, with similar price changes. Products with high prices may not put competitive pressure on each other and would therefore not be kept on the same market for the purposes of a hypothetical monopoly test.