The article deals with the problem of selecting a partner in supply chain, taking into account the peculiarities of thinking of business entities that define their behavior during the interaction. The developed reflexive model reflects the characteristics of the process of mutual influence of business entities in the selection of partners during the formation of the supply chain. Alternative options to reflexive control of the interaction of business entities have been proposed. A methodical approach to solving the problem of selecting a partner in the supply chain has been developed, taking into account the reflexive impact of business entities on themselves and their partners with a view of convergence of the real and ideal images in the minds of each other. Selection of suppliers/intermediaries in the supply chain is made taking into account the mutual interest of business entities in collaboration, resulting in the equal significance of their mutual evaluations when selecting the best partner.U članku se razmatra problem odabira partnera u opskrbni lanac, uzimajući u obzir obrasce razmišljanja poslovnih subjekata koji određuju njihovo ponašanje tijekom interakcije. Razvijeni refleksivni model odražava značajke procesa međusobnog utjecaja poslovnih subjekata pri odabiru partnera u tijeku stvaranja opskrbnog lanca. Predlažu se alternative za refleksno upravljanje interakcijom između poslovnih subjekata. Razvijen je metodičan pristup rješavanju problema odabira partnera u opskrbnom lancu, uzimajući u obzir refleksivni učinak poslovnih subjekata na sebe i svoje partnere kako bi u međusobnim promišljanjima obuhvatio stvarne i idealne slike. Odabir dobavljača/posrednika u opskrbnom lancu uzima u obzir zajednički interes poslovnih subjekata u suradnji, što se izražava u jednakoj važnosti njihove međusobne procjene prilikom odabira najboljeg partnera
