Musaev M.M., Khadzhieva M.Kh
The course of the evolution of competitive relations clearly demonstrates the growing competitive struggle, the onset of an era of hypercompetition and all that, which extremely complicates the relations between producers. Undoubtedly, such a situation in order to achieve the sustainability of the formation of competitive advantages forces producers to establish close ties and continuously interact with each other. In the specialized literature there are many scientific hypotheses about the formation within the current phase of the market economy of new systems of relations between enterprises, including in the field of mutual coordination of their actions to ensure joint benefits, establishing specific organizational and economic contacts between participants in such relations. [3,7,12,17] It must be admitted that this interaction contributes to the soft transformation of tough hyper-competitive struggle into effective competitive interaction, during which various network business structures (for example, the regional agro-industrial cluster) allow not only creating additional added value, but also making it a fair division taking into account mutual interests and concluded contracts. The above allows us to consider competitive interaction in the form of a focused process in which a group of independent participants in network business structures cooperates through formal and informal rules and together creates additional added value based on the principles of its mutually beneficial section. It is clear that such a complementary (complementary) connection of cooperative principles allows us to combine all the efforts of enterprises of this network structure to increase the added value. In our opinion, the uniqueness of the two considered trends (competition and cooperation) lies in the fact that they not only do not contradict each other, but also have a local point of contact - the consumer’s experience of accessing the product and create conditions for more involved consumer participation in the chain management values.