Дослідження впливу довіри під час формування мережевої взаємодії підприємницьких структур

Abstract

Досліджено вплив довіри як основної складової мережевої підприємницької культури на зростання рентабельності підприємств, які потенційно можуть стати учасни- ками мережі. Запропоновано методику розрахунку інтегрального показника, який визна- чає вплив мережевої взаємодії бізнес-одиниць. Дослідження проводилося на прикладі малих і мікропідприємств Львівської області, для яких встановлено позитивний ефект впливу вагомості довіри на економічну ефективність у процесі взаємодії з партнерами.

The goal of this paper is to determine the impact of active interactions that have a potential to develop into network-type relationship, on profitability of small and micro businesses in Lviv Oblast. The author defines a network interaction as a specific type of relations among business entities that is recognized for its high professional qualities, trust, mutual responsibility, a shared reasonable risk. In Ukraine, the institutional environment is transforming dramatically, and such changes precondition the development of a networking society that is known for its unique culture, which combines norms of traditional entrepreneurial culture with new information and communication technologies, and manifests a high level of trust and empathy that become its key determining factors. However, the trust of people in public institutions, each other and commercial entities is at an extremely low level. Given the general growth of the global consumer confidence (The Conference Board) reaching its historic peak in the first quarter of 2018, Ukraine's consumer confidence remains one of the lowest in the world. By this indicator, Ukraine is one of the world’s most pessimistic countries, with still underdeveloped market institutions. Trust as a phenomenon requires a thorough theoretical and methodological research, as in the past it was analyzed mainly in the context of social capital. Therefore, the current study is aimed at describing a method of calculating a single integral efficiency criterion, which defines an impact of active, network-prone interactions among business units. The study consists of five stages, involves owners and directors of small and micro businesses of Lviv Oblast, and results in establishing an integral indicator for each of these groups, which allows for making trustworthy conclusions. The study demonstrates that for the studied companies, an increased value of trust while interacting with partners, as well as shared goals, values and behavioral norms, ultimately lead to a positive impact on their profitability.