METHODOLOGICAL BASES FOR ASSESSING PARTNER MANAGEMENT

The article substantiates the relevance of partner management assessment for business entities, which is caused by the practical necessity of solving this problem. Insufficient theoretical study of partnership issues, especially in domestic literature, and, as a result, insufficient study of this issue in practice has been identified. An algorithm for evaluating partnership management for market entities is substantiated, which aims to perform a clearly structured sequence of stages. Namely: the choice of common complex components of the partnership for counterparties, the determination of local indicators of partner‑ ships for each complex component, segmentation of customers, conducting a survey to determine the value of the partnership for the enterprise and its customers, determining the weight of the complex components of partnerships for the enterprise and its clients, diagnosing the balance in the development of the actual level of partnership management for the enterprise and its clients, assessing the desired level of partnership, diagnosing the potential for developing partnerships, building a partnership development map, choosing priority areas for development, developing measures for the development of partnership man‑ agement, implementation and monitoring of the effectiveness of measures for the development of partnerships between the enterprise and customers. The advantage of the proposed method is its versatility, which allows it to be used in various fields of activity and industries, subject to a reasonable choice of areas for assessing partnerships and local indicators for them. It is concluded that partnership management is a permanent process that has a multilateral strategic focus in order to provide partnership participants with additional competitive advantages arising from partnership interaction.