Strategic partnership as a factor of increasing the competitiveness of companies (on the example of contextual advertising market)

<p>Malkova Irina</p><p>Faculty of Management</p><p>Department of Strategic Management and Corporate Governance</p><p>National Research University &ndash; Higher School of Economics</p><p>&nbsp;</p><p>&nbsp;</p><p align="center">Strategic partnership as a factor of increasing the competitiveness of companies</p><p align="center">(on the example of contextual advertising market)</p><p>&nbsp;</p><p>Modern competition every year increases, becoming increasingly global in nature. Used technologies are becoming more complex and expensive, and mergers and acquisitions are beginning to bear high risks So, shifting the emphasis from individual companies rivalry to cooperation between companies. Becoming increasingly popular for setting strategic partnership between companies, which often gives them more benefits than the competition or full integration in the form of mergers and acquisitions. One of the promising ways to ensure a successful competitive position for modern companies is their cooperative partnership in the format of a strategic alliance.</p><p>The aim of this study is to determine the influence of strategic partnerships for the competitiveness of companies. Strategic partnerships are considered in the market of contextual advertising is the fastest growing area of ​​advertising in Russia. The project is elaborated in two subsequent phases. In the first phase was analyzed contextual advertising market, the factors identified regional and sectoral specificity affecting the formation and development of strategic partnerships. The second project phase is aimed directed identification criteria and an analysis of the effectiveness of strategic partnerships in terms of impact on the competitiveness of companies.</p><p>During the study it was found that the growth of Internet users in Russia is slowing down, the market is divided between the main players. Companies offering services to place ads on the network, seeking access to new unique users through existing platforms. Over the past years there have been several major strategic partnerships between search sites and services, placement of contextual advertising. In the course of the study were identified according to a set of indicators to improve influencing competitiveness, all the participants partnerships.</p><p>Results of the study, the main findings and conclusions can be used to analyze similar markets and may also serve as a basis for further developments in the field of high level of competitiveness in the market of online advertising.</p>