Mikatadze, TsiraGrigolaia, Nino2021-12-202021-12-202021VI International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2021, pp. 222-225978-9941-491-35-1https://dspace.tsu.ge/handle/123456789/9121. პოლ გ. კიტი; ფილიპ კ. იანგი. სტივენ ი. ერფლი, მენეჯერული ეკონომიკა. ივანე ჯავახიშვილის სახელობის თბილისის სახელმწიფო უნივერსიტეტის გამომცემლობა თბ., 2019 2. ერქომაიშვილი, ე. ხარაიშვილი. ფირმის ეკონომიკა. გამომცელობა ,,უნივერსალი’’ თბ., 2011 3. ხარაიშვილი ე, მიქატაძე ც., დამენია ნ., დარგობრივი ბაზრების ეკონომიკა, გამომცემლობა ,, უნივერსალი’’ თბ., 2010 4. Oliver E. Williamson,Transaction-Cost E conomist: The Governance of Contravtual Relations,”journal os law and Economics, 22, October.1979 5. W. J. Baumol, “Conterstable Marketer: An Uprising in the theory of Industry Strusture”, American Economic Review, 72, March 1982In the conditions of modern globalization and technical progress, the role of innovation is growing, new technologies are emerging, new products, natural materials are being replaced by artificial ones, the life cycle of products is decreasing, the business strategy is changing. Developing an effective strategy, achieving high results of the firm’s operation is directly related to the managerial economy, the economy of sectoral markets. Managerial economics combines the theory of economic theory and management, while sectoral economics seeks to study firms and market organization behavior based on two key approaches: structure-behavior-productivity theory and pricing theory. Adequate reaction role.gefirm strategy; Structure-behavior-productivity; “Differentiation” strategy and “Expenditure” leadership strategyArticle