MARKETING OF INTER-ORGANIZATIONAL PARTNERSHIPS IN THE B2B MARKET

Abstract

The article highlights the content of modern partnership in the B2B market from the perspective
of updating the subject area of marketing research to define a marketing model for interorganizational partnerships.
The paper proposes a definition of inter-organizational relationships as a system of long-term
interconnections between enterprises and organizations. This system is based both on transactions
for the exchange of tangible, financial, and information resources, and on mechanisms for
partnership development, trust, and coordination of activities aimed at joint value creation. Drawing on current research, the study substantiates the need to deepen marketing research on
inter-organizational partnerships and their management in order to expand the methodological
toolkit in this field. The challenges of managing inter-organizational relationships are detailed,
which, under the influence of various factors, actualize existing mechanisms while identifying new
directions for research. The main problematic factors that significantly impact inter-organizational
relationships are presented.
The article provides and analyzes vivid examples of partnerships that demonstrate a high level of
trust, parity planning, information sharing, and joint value creation. The results of such research
prompt an update of the scientific and methodical concept of the lifetime value of partnership in the
context of forming (creating) the aggregate economic and strategic benefit from cooperation and,
accordingly, assessing the value created.
The mechanisms, challenging aspects, and pragmatic sides of a comprehensive assessment of the
value created through inter-organizational partnerships in the B2B market are analyzed. This
approach allows for determining the effectiveness of partnerships, identifying the most valuable
partners, and ensuring the sustainable development of business networks in today's economy. A few
difficulties in assessing joint value are highlighted, including its intangible nature, the complexity of
isolating the partnership effect from the influence of other factors, differing perceptions of value by
different network participants, and the lack of a universal evaluation methodology.
Based on standardized indicators, the methodology for calculating the integral partnership
efficiency index is presented, along with the step-by-step sequence of this approach. This allows for
comparing different projects, assessing developmental dynamics, identifying strengths and
weaknesses, and making decisions regarding the strategic development of inter-organizational
relationships in the B2B market.
Keywords: B2B market, inter-organizational relationships, marketing concept, partnership value,
joint value assessment.

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