Publication Details
Abstract
The aim of this research is to investigate the role of innovative marketing strategies in sustainable economic growth of textile enterprises in Andijan Region, Uzbekistan. The study draws attention to the relationship between the adoption of digital marketing, customer-oriented practices, brand development, market expansion and the long-term economic performance of textile enterprises. Special focus is on the shift from production- to market-oriented and innovation-driven approaches in business. The materials of the study are an empirical survey of 285 textile industrial enterprises in the 14 districts of Andijan region, statistics on textile production in Andijan region for 2019-2024 and a complex methodology for assessing the effectiveness of innovative marketing. The results show a relationship between innovative marketing and the positive outcomes for sales performance, entering new markets, customer retention and brand value. The average share of online sales among the enterprises reporting that they use innovative marketing is 44%, while enterprises using innovative marketing only occasionally achieve 18.8% and enterprises that don't use innovative marketing at all get only 5.1%. Additionally, 72.6% of the surveyed companies rated the impact of innovative marketing in the product pricing and value of the brand as very high or high. The study suggests a multi-dimensional approach, which separates the evaluation of marketing potential, implementation practices and economic outcomes. This is a way to measure the effectiveness of marketing activities beyond just financial measures and it is a way to build more viable, customer-focused and competitive textile companies.