The choice of strategy for the development of relations is conditioned, above all,
by the state of mutual interest in cooperation. The determination of the status of mutual
interest involves the positioning of suppliers, intermediaries, consumers and
competitors in accordance with matrices: interest and mutual interest in cooperation,
reliability and mutual trust of relationships, trust and mutual trust, mutual interest in
cooperation and mutual support. The next stage is the elaboration of a strategic matrix
for the development of relationships (matrix of mutual interest in cooperation) (Figure
2.):
Inte
re
sted in
coope
ra
ti
on with t
he
enter
prise
int
eg
ra
tor
zone of high
interesttionship
1
5
9
13
zone of average
interest
2
6
10
14
low interest zone
tionship
3
7
11
15
zone is not
interested
4
8
12
16
zone is not
interested
low interest
zone
tionship
zone of
average
interest
zone of high
interest
tionship
Interests in cooperation of the enterprise integrator
Figure 2. Matrix of determination of mutual interest among subjects of interaction
It should be noted that there are four main zones, which in turn can be divided
into two zones of the desired partnership (from the enterprise integrator and from the
market entity), and two zones of undesirable partnership (from the part of the enterprise
integrator and from the market sub- object): quadrants 1,2,3,4,5,6,7,8 - zone of the
desired partnership for the enterprise integrator, 1,2,3,4,9,10,11,12 - zone of the desired
partnership for the market sub the object; quadrants 9,10,11,12,13,14,15,16 - an
unwanted partnership zone for an enterprise integrator, 5,6,7,8,13,14,15,16 - an
unwanted partnership zone for a market entity. As we see, the selected zones of the
desired partnership coincide in the quadrants: 1,2,3,4 and form the strategic zone of
optimal cooperation, however, the zones of undesirable partnership coincide in the
quadrants 13,14,15,16 and form a zone of renunciation of relations. In particular, one
can identify areas of interest in a partnership of one of the subjects of possible
cooperation in the absence of interest of another. Quadrants 5,6,7,8 form the zone of
interest of the enterprise integrator in the absence of an appropriate reaction from the
market entity, quadrants 9,10,11,12, on the contrary - the zone of interest of the market
counterpart in establishing partnerships with the enterprise integrator. Quadrant 5,6,7,8
- strategic growth zone to partnership, quadrant 9,10,11,12 - strategic zone of reserve
cooperation.
In the zone of inconsistency of expectations, the scenario of the development of
relations is unstable and its overall line may fluctuate; in the zone of consistency of
- 862 -