STRATEGIC ALLIANCE OR NETWORKING COOPERATION: THE PROBLEM OF CHOICE  

Botnaryuk Marina Vladimirovna, Candidate of economic sciences, associate professor, sub-department of economics and management, Marine State Academy named after Admiral F. F. Ushakov, mia-marry@mail.ru
Semerkova Lyubov Nikolaevna, Doctor of economic sciences, professor, head of sub-department of marketing, commerce and service sector, Penza State University, penzamarketing@mail.ru

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The article considers problems of choosing the type of intercompany cooperation in developing market. On the based of investigation results, the authors conclude, that synergy is an instrument of competitiveness increase only in case of correctly set priorities and well-defined goals of intercompany cooperation. The article underlines that the main factor, influencing the choice of business cooperation form, is the level of trust.

cooperation of companies, net relationship, alliance, coordination of efforts, synergy, trust.