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G merlani, x menabdiSvili. Tanamedrove menejmenti


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analitikuri stili. individumebs, romlebic upiratesobas aniWeben analitikur stils, aqvT gaurkvevlobisadmi tolerantobis bevrad maRali done, vidre adamianebs, romlebisTvisac axlos dgas direqtiuli stili. isini cdiloben ,,miiRon meti informacia da ganixilon meti varianti. aseTi tipis menejerebi gadawyvetilebebs iReben frTxilad. maT unari aqvT adaprirebisa yvelaze ara ordinalur situaciebSi da warmatebiT arTmeven Tavs.

konceptualuri stili: adamianebi, romlebic midrekilni arian konceptualuri stilisadmi. miiswrafvian miiRon, rac SeiZleba meti informacia da ganixilaven uamrav variants. isini orientirebulebi arian grZelvadian programebze da arian Zalin warmatebulebi problemis Semoqmedebidan gadawyvetis saqmeSi.


konceptualuri stili (codceptual style).

gadawyvetilebis miRebis stili, romelic xasiaTdeba tolerantobisa da intuiciuri azrovnebis xasiaTiadmi midrekilebis maRali doniT.




qcevis stili: pirebi, romlebic irCeven qceviT stils, metad warmatebiT TanamSromloben sxvebTan. isini interess iCenen xelqveiTebis miRwevebisadmi da uaRresad iTavseben, aRiqvamen kolegebis winadadebebs. isini xSirad iwveven sxvadasxva Sekrebebs informaciis gasacvlelad da amasTan erTad yovelnairad cdiloben Tavi aaridon konfliqtebs maTTvis Zalian mnSvnelovania maTma qmedebebma hpovon sxvebis mowoneba.


qceviTi stli (baharioral style).

gadawyvetilebis miRebis stili, romelic xasiaTdeba ganusazRvrelobis tolerantobisa da intensiuri azrovnebis saxisadmi dabali doniT.


gadawyvetilebis miRebis oTxi stlis garda SeZleba gamovyoT: gansazRvruli, dominirebuli da damatebiTi stili menejerebisa. amasTan erTad zogierTi mmarTveli praqtikulad yovelTvis eyrdnoba Tavis dominirebul stils. im dros, rodesac sxvebs ufro SeuZliaT moqnilad cvalon is situaciisamebr.

menejerebs unda axsovdeT, rom maT TanamSromlebs SeiZleba hqondeT gadawyvetilebebis miRebis sxvadasxva stili. zogierTi maTgani did rols uTmobs sxvadasxva variantebis Sedareabs. aanalizebs yvelaze riskians (analitikuri stili), sxvebi ki cdiloben Tavi mouxaron, rac SeiZleba meti adamianis azrs saintereso sakiTxis irgvliv (qcevis stili). es imas ar niSvans, rom erTi midgoma sajobia meores qvemoT moTxrobilia is Rirebulebebi, romlebic Tan axlavs gadawyvetilebebis miRebas.

gadawyvetilebis miReba es rTuli amocanaa! rogorc TqvenTvis cnobilia, menejerebs amis gakeTeba gamudmebiT uwevT axali momsaxurebis SemuSavebisas, mTeli kviris an mTeli Tvis miznebis dasaxvisas, sareklamo kompaniebis organizebisas, mosamsaxuris sxva samuSao jgufSi gadayvanisas, momxmareblis saCivrebis ganxilvisas. anda savaWro warmomadgenlebisaTvis axali nouTbuqebis SeZenisas. erT-erTi rekomendacia, romelic saSualebas gvaZlevs avamaRloT gadawyvetilebis xarisxi, aris is, rom gamoviyenoT mravalferovani samuSao qalis upiratesoba. gadawyvetilebis miRebis procesSi sxvadasxva xasiaTebic, muSaTa mizidva, arc Tu iSviaTad Zalian faseulis menejerisaTvis. ratom? aseTi TanamSromlebi gvTavazoben sruliad axal Sexedulebebsa da azrs gadasawyvet sakiTxebze. isini Tavisebur interpretacias ukeTeben problemas da ufro xSirad arian axali ideebis miRebisaTvis mzad. aseTi muSakebi, rogorc wesi ufro SemoqmedebiTad udgebian sxvadasxva variantebis SeTavsebas da avlenen did moqnilobas. iRebs ra cnobebs sxvadasxva wyaroebidan. menejeri uSvebs albaTobas imisas, rom miRebuli gadawyvetileba iqneba namdvilad SemoqmedebiTi da unikaluri.

magram, miuxedavad imisa, rom azrTa sxvadasxvaoba SeiZleba iyos Zalian faseuli. mas aqvs negatiuri mxareebic, ase magaliTad saerTo Sexedulebebis ar qona, rogorc wesi, niSnavs, rom meti dro ixarjeba gansjaze. SesaZlebelia sirTuleebi urTierTobis dros, gansakuTrebiT Tu arsebobs enis barieri. garda amisa, sxvadasxva azris Ziebam SeiZleba gaxados gadawyvetilebis miRebis procesi ufro CaxlarTuli, rTuli da ara erTgvarovani. sxvadasxva Sexedulebebis arsebobisas rTulia saerTo SeTanxmebis miRweva, anda konkretuli moqmedebebis SeTanxmeba. magram unda aRiniSnos, rom Tumca, es naklovanebebi gasaTvaliswinebelia, magram azrTa mravalferovneba gadawyvetilebis miRebisas imdenad Rirebulia, rom is bevrad gadaswonis Tavis potenciur uaryofiT mxareebs.

gikiTxiaT Tu ara azri sxvebisaTvis? giTxoviaT Tu ara rCeva maswavlebelebisaTvi, naTesavebisaTvis, megobrebisaTvis, TanamSromlebisaTvi? gaxsovdeT: gaigebT ra sxvadasxva Sexedulebas sakiTxis irgvliv, Tqven giCndebaT bevrad metri Sansi miiRoT swori gadawyvetileba!



araobieqturi gadawyvetilebebi da Secdomebi. roca menejerebi iReben gadawyvetilebebs, isini ara marto sargebloben Tavisi konkretuli stiliT, aramde bevri maTgani procesis gamartivebis mizniT sargebloben empiriuli anu evristikuli meTodebiT.


evristika (hevristics)

empiriuli wesebi, romlebsac menejerebi iyenenen gadawyvetilebis miRebis procesis gamartivebisaTvis.


asesi meTodebi Zalian sasargebloa im pirTaTvis, romlebis iReben


radgenac isini saSualebas aZleven rTuli, araerTgvarovani da gaurkveveli informaciidan gadmoitanon azri. radgan TiTqmis yvela menejeri met-naklebad iyenebs empiriul meTodebs, es imaze migvaniSnebs, rom es meTodebi mTlianad saimedoa. ratom? imitom, rom maT SeuZliaT informaciis gadamuSavebis Sefasebisas migviyvanon Secdomebis aRmofxvramde, romlebsac uSveben menejerebi gadawyvetilebebis miRebis dros. mokled ganvixiloT isini.

Tu pirs, romelic iRebs gadawyvetilebas, aqvs tendencia iavaraudos, rom man icis ufro meti, vidre sinamdvileSia, anda ararealurad afasebs Tavis Tavs da sakuTar SesaZleblobebs es niSnavs, rom es adamiani midrekilia zedmeti Tavdajerebisadmi. Tu gadawyvetilebis mimRebi adamianisaTvis damaxasiaTebelia swrafva maqsimalurad waxalisebisaken da survili aqvs yvelanairad Tavi aaridos xarjebs, niSnavs, rom is midrekilia myisieri dajildovebisaken. aseTi adamianisaTvis ufro mimzidvelia iseTi gadawyvetilebebis miReba, romlebic maSinve miscemen sasurvel Sedegs da ara iseTi, romlebic moutanen Sedegs momavalSi. luzis efeqti warmoiSoba maSin, roca piri, romelic iRebs gadawyvetilebas, amaxvilebs yuradRebas sawyis informaciaze, rogorc samimarTulebo punqtze da Semdeg miRebuli informacia ar SeiZleba adekvaturad gamoiyenos mogvianebiT. pirvel STabeWdilbebs, ideebs, Sefasebebs aseTi adamianisaTvis aqvs gaumarTleblad didi mniSvneloba, vidre damatebiTi informaciis Sedegad miRebuls.

Tu piri, romelic iRebs gadawyvetilebas, movlenas ukeTebs amorCeviT interpretacias, eyrdnoba Tavis ara obieqtur aRqmas. igi midrekilia araobieqturobisaken, romelic gamowveulia arCeviTi aRqmis Sedegad. es gavlenas axdens imaze, Tu rogor informaciaze amaxvilebs adamiani ufro metad yuradRebas. imaze, Tu rogori problemebis identificirebas axdens da imze, Tu rogori gadawyvetilebebis variantebs SeimuSaveben adamianebi, romlebic gadawyvetilebis miRebis procesSi eZeben informacias, romlebic amtkiceben warsulSi maTi gadawyvetilebebis siswores da ukuagdeben nebismier informacias, romelic ewinaaRmdegeba maT uwindel mosazrebebs da daskvnebs, midrekilni arian araobieqturobisadmi, isini eyrdnoba miswarfebas daamtkicos Tavisi siswore. aseTi adamianebi, rogorc wesi uyoymanod iReben informacias, romelic amtkicebs maT subieqtur Tvalsazriss da metismetad specifikurad udgebian sakiTxs, rac maT Sexedulebebs eWvqveS ayenebs. CarCoSi Casmis efeqti warmoiSoba maSin, roca piri, romelic iRebs gadawyvetilebas irCevs da xazs usvams situaciis gansazRvrul aspeqtebs, amas mivyavarT realuri suraTis damaxinjebisaken da formirdeba araswori orientirebi. araobieqturoba, romelic dafuZnebulia misawvdomobaze _ roca adamiani, romelic iRebs gadawyvetilebas, midrekilia daimaxsovros da gaiTvaliswinos mxolod is movlenebi, romlebic moxda cota xnis win da cocxlobs mis mexsierebaSi, rogoria aseTi midgomis Sedegebi? es anadgurebs unars obieqturad aRidginos mexsierebaSi warsulis movlenebi da mivyevarT damaxinjebul daskvnebamde. Tu piri, romelic iRebs gadawyvetilebas afasebs movlenebis albaTobas, gamomdinare iqidan, ramdenad hgavs igi sxva movlenebs, an movlenaTa nakrebs, amas miuvyavarT reprezentaciis araobieqturobisaken.

araobieqturobisaken midrekili mocemuli tipis menejerebi xSirad marTaven analogebs da xedaven identur situaciebs iq sadac sinamdvileSi isini ar arian. araobieqturoba agebulia SemTxveviTobaze. warmoiqmneba im SemTxvevaSi, rodesac pirovneba gadawyvetilebis miRebisas cdilobs warmoiqmnili movlenebis rigSi ipovos SemTxveviTi azri. uyuradRebo gamoxtomebTan dakavSirebuli Secdomebi, xdeba im SemTxvevaSi, rodesac gadawyvetilebis mimReb pirovnebas aviwydeba, rom gadawyvetilebis axal variants ar SeuZlia Zveli Secdomebis gamosworeba. gadawyvetilebis mimReb pirovnebas aviwydeba, rom gadawyvetilebis variants ar SeuZlia Zveli Secdomebis gamosworeba. gadawyvetilebis sxvadasxva variantebis Sefasebisas aseTi adamianebi SecdomiT amaxvileben yuradRebas warsulSi uqmad dakargul droze, fulze da Zalauflebaze. da ara arCevnis Sedegebze momavalisaTvis. imis miuxedavad, rom ignorireba gaukeTon uyuradRebo gamoxtomebs, isini verafriT ver axerxeben maT daviwyebas. adamianebi, romlebic midrekilia warmateba miaweros Tavis damsaxurebas, xolo warumateblobaSi daadanaSaulos garegani faqtorebi. da bolos, araobieqturoba Zvelmoduri xedvis kvaldakval _ es aris gadawyvetilebis mimRebi pirovnebis midrekileba absoliturad usafuZvlo rwmenisaken imasa, rom zustadaa gaTvlili SesaZlo Sedegebi.

ra gziT unda gaeqcnen menejerebi yvela am Secdomis negatiur efeqts da araobieqtur Sefasebas? pirvel rigSi saWiroa mudam axsovdeT maT Sesaxeb da ecadon ar dauSvan isini. garda amisa, menejerebisaTvis aucilebelia yuradReba gaamaxvilon imaze Tu rogor iReben isini gadawyvetilebas; Seecadon gansazRvron, Tu Cveulebriv rogor empiriul meTodebs iyeneben isini, da kritikulad Seafason, Tu ramdenad efeqturia es meTodebi. da bolos, SesaZloa, menejerebisaTvis Rirs dalaparakeba garSemomyofebTan da Txovna, miscen Sefaseba gadawyvetilebis miRebis maT stils, gamoavlinon yvela nakli da Seecadon maT gamosworebas.

ra SegviZlia vTqvaT marTvis gadawyveilebebis miRebis procesze? nax. 4-ze. Tqven xedavT Cveni msjelobis Sedegebs. ramdenadac es maT interesebSia, menejerebs surT miiRon srwori gadawyvetileba – airCion saukeTeso varianti, ganaxorcielon da Seafason, ramdenad efeqturad SeZles maT problemis gadawyveta, romlisTvisac pirvel rigSi miRebuli iqna gadawyvetilebis aseTi saxe. marTvis gadawyvetilebis miRebis procesTan midgoma, pirobebi, romlebSic isini miiReba; problemis tipi, misi miReba. am faqtorebidan yoveli maTgani TanaSobs gansazRvrul rols da moqmedebs imaze, rogor gadawyvetilebas miiRebs menejeri. amis kvaldakval damoukideblad imisa, raSi mdgomareobs problemis arsi, romelic Tqven unda gadawyvitoT, - es SeiZleba iyos dadgmuli Cveuli dagvianeba romelime TanamSromlida samuSaoze. problemebi produqtis xarisxTan an gadawyveta imisa, uRirs Tu ara kompanias axal bazarze gasvla, - gaxsovdeT, rom yvela SemTxvevaSi gadawyvetileba damokidebuli iqneba mTel rig faqtorebze.





gadawyvetilebis miRebis procesi Tanamedrove msoflioSi. perl karlsoni, kompania ikea-s menejeri Tavis samuSao dRes mTlianad uTmobs axali produqciebis, saukeTeso samzareuloebis dabal fasebad Seqmnas. misi samuSao mdgomareobs imaSi, rom is arsebul ufros menejerebis momuSave jgufis meSveobiT gansazRvravs axal prioritetebs, axali produqciebis dasamuSaveblad. isini aseTi midgomiT qmnian axal avejs, romelis yidvis survilic aqvT sxvadasxva momxmareblebs. sul axlaxans msoflioSi sastumroebSi Seicvala samzareuloebi, isini gaxda tevadi, romlebic dRes garda saWmlis miRebis adgilisa garTobis centrebad iqcnen saxlebSi. momxmareblebs surT hqondeT moxerxebuli da farTo samzareuloebi, romlebSic imavdroulad momzaddeba ugemrielesi saWmelebi. karlsons surs ganazogados es iformacia da miaRwios dasaxul mizans. mas mouwevs miiRos Zalian didi raodenobis gadawyvetilebebi – rogorc programirebuli aseve ara aprogramirebuli, xolo is faqti, rom ikea iqca globalur kompaniad, mxolod aRrmavebs situacias. ase magaliTad, aziaSi simyudrove ganisazRvreba patara sivrciT, roca am dros amerikaSi momxmarebels unda hqondes farTo samzareulo minis nivTebiT da uzarmazari macivrebiT. menejeris moxerxebulobaa swrafad da sworad miiRos gadawyvetileba uzarmazar samuSaoSi, rac gansazRvravs kompaniis warmatebas.

Tanamedrove biznesis samyaro trialebs gadawyvetilebis miRebis procesis garSemo, xSirad sarisko, xSirad miuRwevel adekvatur informaciis raodenobaze dayrdnobiT, zogjer ki informaciis uqonlobis pirobebSi. menejerebis umetesi nawili gadawyvetilebebs iRebs erTimeoris miyolebiT da maTi gadawyvetileba ufro da ufro damokidebulia maTi organizaciebis warmatebaze. dRes ara sworad miRebuli gadawyvetileba SeiZleba milionebi dajdes, ra aris saWiro imisaTvis, rom miiRo efeqturi gadawyvetileba Tanamedrove swrafad ganviTarebad saqmian samyaroSi? ai ramodenime rekomendacia:

*iciT, rodis dgeba dro Tqva uari manamde miRebul gadawyvetilebaze.

rodesac naTeli xdeba, rom miRebuli gadawyvetileba ar amarTlebs, ar SegeSindeT misgan uaris Tqmis, zogs ar surs aRiaros, rom misi gadawyvetileba aRmoCda araswori. isini imdend arian mijaWvulni TavianT gadawyvetilebaze, rom uars amboben imaze, rom dgeba dro iaron win. Tanamedrove dinamikur garemoSi aseTi midgoma gadawyvetilebis miRebaze ubralod miuRebelia.

* praqtikaSi daamyareT principi `ratom xuTi~. rodesac garemo xasiaTdeba amaRlebuli ganusazRvrulobiT erT-erTi saSualeba swori gadawyvetilebis stimulirebisa mdgomareobs imaSi, rom adamianebma ufro Rrmad gaiazron problema. vinaidan dro gadawyvetilebis miRebisaTvis, rogorc wesi aris Zalian cota. midgoma `ratom xuTi ~-ki gulisxmobs, rom menejeri swavlobs kiTxvis dasmas erTxel ki ara, aramed 5-jer. `ratom~ aiZulebs pirs miRebuli gadawyvetileba, problemis arsis CaRrmavebaSi.

* ecadeT miiRoT efeqturi gadawyvetileba. efeqturi gadawyvetilebis process aqvs gansxvavebuli xasiaTi. `is fiqsirdeba yvelaze ZiriTadze, is logikuria da Tanmimdevruli, masSi moqmedebs, rogorc subieqturi, aseve obieqturi azrovneba, is moiTxovs swored iseT moculobas informciisa da analizisa, rogoric aucilebelia konkretuli problemebis gadawyvetisaTvis; is pirdapiria, saimedoa, ubralo, moxmarebisas moqnilia~.

menejmentisaTvis ganusazRverel garemoze reagirebis warmatebulad moxdenis saukeTeso saSualeba mdgomareobs imaSi, rom `avaSenoT organizacia, romelsac SeeZleba gamoamJRavnos Tavis mxriv moulodneli zrda, ganviTareba da swrafi adaptireba Secvlil garemoze~. aseT organizaciebi aris umaRlesi xarisxis saimedo organizaciebi, da yvela maTgans aqvs 5 gansxvavebuli daxasiaTeba upirveles yovlisa maTi warmatebis gza utyuaria. isini yuradRebiT adevneben Tvalyurs sul mcire gadasaxadebsac, sul adreul stadiaSi da Zalian swrafad reagireben yvela SemTxvevebze da Sedegebze, romlebic Tundac raRacaSic ki ar eTanxmeba maT moulodnelobas. Tanamedrove organizaciebma ubralod unda Seqmnan klimati, romliTac xalxi endobaT `Sinagan naturas~. ramdenadac biznesi Zalian Zneli saqmianobaa, organizaciebis menejerebma unda aRiaron, rom “raTa adekvaturad SevafasoT sirTuleebi saWiroa rTuli misasvleli gzzebis gavla”. mocemul- adamianTa umravlesoba, romlebic iSoreben sirTuleebs, rasac arc Tu iSviaTad akeTeben instiqturad, amiT isini aRweven problemis nawilis mogvarebas, rac saSualebas aZlevs maT ufro metad efeqturad iyvnen adaptirebulni situaciis mimarT. da bolos, aseTi organizaciebi ara mxolod prognozireben situaciebs, aramed bolomde wyveten TavianT limits. aseTi organizaciebi arsebiTad cdiloben rac SeiZleba zustad aRweron momxdari, magram aRiareben, rom ar SeuZliaT winaswar gansazRvron yvelaferi. isini “winaswar ar ufiqrdebian, ise moqmedeben. isini fiqroben moqmedebisas, mxolod raRacis keTebisas. SesaZlebelia asseT pirobebSi zustad gansazRvro situacia, magram aseTi ram iSviaTad xdeba realur saqmianobaSi.


rogor gavxdeT kargi menejeriA

  • yovelTvis gaamaxvileT yuradReba imaze, Tu rogor gadawyvetilebebs iRebT Tqven da rogor iRebT maT.

  • Tu Tqven grZnobT, rom miiReT arc Tu ise xelsayreli gadawyvetileba, SeafaseT rogor SeiZleboda gamklavebodiT am amocanas ukeTesad romeli gadawyvetilebebis miRebis etapebis gaumjobesebas SeZlebdiT Tqven?

  • imuSaveT efeqturi muSaobis dasaxvewad.

  • ikiTxeT wignebi, romlebic miZRvnilia gadawyvetilebebis miRebaze.

  • sTxoveT im adamianebs, romlebiTac Tqven aRfrTovanebuli xarT rCeva imis Sesaxeb, rogor iReben isini gadawyvetilebebs.



swrafad ganviTarebad samyaroSi swori gadawyvetilebis miReba Zalian rTuli amocanaa. da nebismier menejers, romelsac surs miaRwios umaRles Sedegs Tavis profesionalur SemoqmedebaSi, unda SeiTvisos siaxle efeqturi gadawyvetilebis misaRebad. mxolod am SemTxvevaSi is SeZlebs warmatebiT dagegmos, organizeba gauwios, marTos da akontrolos saqmianoba.

rodesac Tqven giwevT raime saxis gadawyvetilebis miReba (Tqveni momxmareblis mimarT mimarTuli) Tqveni momxmareblisTvis, ar aris aucilebeli ramdenad efeqturi iqneba is Tqveni TvalTaxedvidan. aucilebelia, rom situacia SecvaloT ukeTesobisken. es gansakuTrebiT ukavSirdeba teqnologiebs. pirveli aris is, risi gakeTebac SeiZleba moindomos sesiliam-es aris TiToeuli onlain saitis mflobelis mokle gamokiTxvis Catareba. kiTxvebi saWiroa iyos martivi, magaliTad: aadvilebs Tu ara Tqveni saiti samuSaos? exmareba Tu ara is drois ekonomiis gakeTebaSi momxmarebels? amcirebs danaxarjebis? umjobesdeba Tu ara klientebis momsaxurebis xarisxi da ase Semdeg. Tu ara? maSin ratom? im zomis mixedviT, rogor iqneba klientebis moTxovnileba gansazRvruli, es kiTxvebi gaxdeba rTuli da konkretuli. TandaTanobiT klientis moTxovnilebasTan erTad izrdeba kiTxvebi, isini ufro konkretulebi xdebian da gadawyvetilebebis miReba xdeba ufro Tanmimdevruli, srulfasovani momsaxureba unda gaewios mudmivad. ramdenad srulfasovania amas Tqven Segifaseben momxmareblebi.

upirveles yovlisa, Semdegi WEB-saitis ganviTarebisaTvis damatebiT resursebis gamoyofisas sesilia ra Tqma unda moindomebs Seafasos, ramdenad akmayofilebs misi saiti klientebis da partniorebis moTxovnilebebs. am Sefasebis ZiriTadi fokusi unda gaxdnen swored sargebeli. imas Tu CavTvliT, rom Cven vafasebT WEB-saits, rom onlain gamokiTxva sakmaod martivadaa organizebuli da dRes es iqca Cveulebriv saqmianobad, sesilias urCevnia Caataros momxmarebelTa iseTi mokle gamokiTxva, romlis gacnobisas isini SeZleben Seavson mokle anketa da daabrunon isini ukan. am gamokiTxvis Sedegebi sesiliasTvis gaxdeba erT-erTi kriteriumi misi gadawyvetilebebis efeqturad miRebis Sesafaseblad. sxva SesaZlo kriteriumi SeiZleba gaxdes arsebuli saitis xarisxi, aseve sait dizainis ubralo obieqturi Sefaseba da mowveuli eqspertebis an konsultantebis mier Sesrulebuli samuSaoebis Sedegad miRebuli Sedegebi.



rogor gaumjobesdeba codna jgufuri muSaobiT? efeqturoba gadawyvetilebebis miRebisas-es aris xarisxi, romliskenac miswrafvis nebismieri menejeri. mainc ra aris aucilebeli imisaTvis, rom miviRoT swori gadawyvetilebebi? daiyaviT jgufebad sami-oTxi adamianis SemadgenlobiT. gansajeT Tqveni gamocdileba gadawyvetilebis miRebisas-magaliTad, avtomobilis, an romelime Zvirfasi nivTis yidvisas; saswavlo kursis an repetitorebis arCevisas; kurortis arCevisas sazafxulo SvebulebisaTvis da a.S. TiToeulma Tqvenganma unda moyves im SemTxvevebze, rodesac saSualeba mogecaT migeRoT namdvilad saukeTeso gadawyvetileba. gaanalizeT, ra moxda procesis msvlelobisas, risi wyalobiTac saSualeba mogecaT migeRoT aseTi gadawyvetilebebi. Semdeg imsjeleT im gadawyvetilebaze, romelic Tqveni azriT ara efeqturi aRmoCnda. ra mizeziT moxda es? romeli saerTo niSnebi, Tu ki arseboben aseTi, SeZlebdiT gamogeyoT yvela kargi gadawyvetilebebidan? cudidan? SeadgineT praqtikuli rekomendaciebis sia, swori gadawyvetilebebis misaRebad mimarTuli.

vwyvetT eTikur problemas. Charles Schwab & Company-iis menejerebisaTvis kargad aris cnobili, rom konkurenciasTan dakavSirebuli problemebi iSviaTadaa struqturirebuli. mravali wlis ganmavlobaSi es sabrokero firma savsebiT warmatebiT uwevda konkurencias iseT seriozul metoqeebs, rogoricaa Merill Lynch, swored amaTi wyalobiT iRebs araprogramirebul gadawyvetilebebs. magaliTad, misma menejmentma gadawyvita klientebisagan aero aqciebi nakleb fasad, obligaciebis da urTierTSorisi fondebis Sesaqmnelad da teqnologiebis dasanergad, romelic saSualebas aZlevs klientebs hqondeT meti varianti aseTi saqmisTvis. radganac konkurentuli xerxebi gamudmebiT icvleba, am kompaniis sareklamo menejerebi ara arian SeuZliaT iyvnen darwmunebulebi gadawyvetilebebis momaval Sedegianobaze. arc ise adre brokerebis mTliani rigi iZulebuli iyo gadaexadaT didi jarimebi, romlebic iswrafvodnen problemebis dasaregulireblad, konfliqtorebis saboloo interesebSi Cafluli, dakavSirebuli TaviaanTi momxmareblis rekomendaciebTan. am skandalebis Semdeg, Charles Schwab & Company-iis menejerebma gadawyvites CaetarebinaT sareklamo kampania, romelic daanaxebda xalxs rom maTi firma saqmes ukavSirdeba sruliad sxvagvarad. erT-erT sareklamo rgolSi, ofisSi isxdnen brokerebi, romlebic imeorebdnen: ,,iyide, iyide, iyide!~ kidev erTi brokeri, romelmac naxa restoranSi meniu, telefonSi eubneboda Tavis klients: ,,ai Cems Tvalwin aris Tqveni porvelis SefasebiTi qaRaldebis dokumentebi. me vTvli, rom Tqven unda iyidoT es da es.~ ramdenime gadamwyvetma qselma uari Tqva gadaezidaT foladi agresiuli reklamisaTvis. warmoidgineT roim Tqven xarT kompaniis sareklamo menejeri. Tqven sareklamo saagentom SemogTavazaT reklamis ganTavseba gazeTSi. masSi gvTavazobs brokeris gaazrebuli sityvis citirebas, romelic ambobs: ,,Cemi rekomendaciebi mimarTuli investiciebis mimarT absoluturad obieqturia, Tumca me vmuSaob kidec komisiisTvisac.~ Semdeg modis Charles Schwab-is brokeris sityva: ,,me vmuSaob ara komisiisaTvis rogorc sxva brokerebis umetesoba, amis gamo Cemi rekomendaciebi mimarTulia investiciebis absolutirad obieqturobisaken.~ am problemis gaazrebisas, daubrundeT me-4-xe suraTs da gadavwyvitoT, romeli momdevno varianti avirCioT-da ratom.

Aa. varianti. mieces sareklamo saagentos miniSneba, rom Charles Schaw-is brokeris sityvebis Semdeg Caisvas varskvlavi da wvrili SriftiT daematos komentari, romelSic naTqvamia, rom am firmis brokerebi ar Rebuloben sakomisioebs, magram firma Rebulobs Semosavals Sida operaciebidan.

b. varianti. mieTiTos saagentos brokeris citatis Secvla Semdegnairad: ”me vmuSaob ara sakomisioebze, rogorc brokerebis umetesoba, amitom me Zalas ar dagatanT Tqven arc yidvasa da arc gayidvaze.

amocana menejerebisTvis. BMW gaxda planetis saukeTeso avtomSeneblobis kompania. gWiedebaT amis damtkiceba? 2002 da 2003 wlebSi gayidvebis moculobiT, man miRwia sarekordo maCvenebels. amis garda, Fortune reitingiT is Sevida 12 saukeTeso avtokompaniaTa rigSi, romlebic iwveven aRtacebas mTels msoflioSi, Tanac igi gaxda pirveli evropul kompaniebs Soris. im dros, rodesac udidesi kompaniebi axorcielebdnen frTxil strategias, BMW muSaobda mTeli simZlavriT. misi strategiis ZiriTadi komponenti iyo da rCeba saavtomobilo bazarze principulad axali modelebis gatana, romlebsac qmnis gundi kris benglis xelmZRvanelobiT.

kris bengli daibada viskonsinis StatSi da is dResac pasuxismgebelia axali modelebis Seqmnaze. krisi xelmZRvanelobs teqnologiur “guls” BMW Group - qveganyofilebiT Fordchungs und Innovationszentrum (metad cnobili FIZ abreviaturis qveS). SuSiT da betoniT agebuli samecniero kvleviTi centris Senoba mdebareobs miunxenSi. is hgavs fiWas, Senobis konstruqcia TiTqos mianiSnebs imaze, Tu ra daZabuli muSaoba mimdinareobs mis kedlebSi. Senoba aris Ria modulis ise, rom yvela TanamSromeli muSaobdes erTmaneTTan axlos. imisTvis rom gauziaron ideebi kolegebs, aq ramdenime nabijis gadadgmaa saWiro. ra Tqma unda, ara marto originaluri Senobis konstruqciiT aris ganTqmuli kompania mTels msoflioSi, aramed Tavisi unariT miaRwios da realizeba gaukeTos novatorul ideebs, swrafad moaxdinos reagireba cvlilebebze. misi es unari ganpirobebulia ucvleli aqcentiT gundur muSaobaze, romelic aqtiur praqtikas gadis samecniero kvleviT centrSi.

unda aRiniSnos, rom rodesac 1992 wels bengli dainiSna xelmZRvanelad sakonstruqtoro qveganyofilebaSi, dargis analitikosebs es arCevani Zalian gaukvirdaT, radgan is iyo ucnobi figura avtomSeneblobis biznesSi, Tanac amerikeli. bengli iZaxis, rom madlobelia didi ndobisTvis, magram es simdable moCvenebiTia, mas eSinoda “gaTavisuflebis” da cdilobda daekavebina aseTi cnobili firmis mTavari kosntruqtoris Tanamdeboba. mosvlisTanave bengli SeewinaaRmdega umaRlesi xarisxis sulisSemxuTvel ierarqiul kulturas Festung (germanulad iTargmneba rogorc “cixesimagre”), sadac adamianebis mkveTri uflebamosileba iSviaTad gadaikveTeboda da TanamSromlebi praqtikulad ar urTierTobdnen im adamianebTan, romlebTanac ar iyvnen dakavSirebulebi samuSao saqmianobiT. miuxedavad imisa, rom benglis amocana iyo SemoqmedebiTi procesis uzrunvelyofa avtomobilebis axali modelebis SeqmnaSi, mas agreTve surda, rom konstruqtorebs mWidro TanamSromloba hqonodaT erTmaneTTan da yvela kompaniis wevrTan. man Seqmna is, rasac TviTon uwodebs dutzen kulturas: Ria, araformaluri atmosfero, sadac adamians ar eSinia gamoTqvas sakuTari azri. mis ZiriTad amocanad iyo da rCeba Semdegi: axlo TanamSromlebi organulad Serwymuli iyvnen kompaniis saqmianobasTan.

daayeneT Tqveni Tavi kris benglis adgilze. ra unda gaakeTos man, rom SeinarCunos Tavis gundis efeqturoba maRal doneze, rodesac mis gundSi Seedinebian sul axali da axali inJinerebi?


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