TO‘QIMACHILIK KORXONALARI B2B BOZORIDA MARKETING STRATEGIYALARINING INNOVATSION TAHLILI
DOI:
https://doi.org/10.5281/zenodo.18200472Keywords:
B2B marketing, to‘qimachilik sanoati, innovatsiya, raqamli transformatsiya, qiymat taklifi, strategik hamkorlikAbstract
B2B to‘qimachilik sanoatida marketing strategiyalarining shakllanishi va ularning innovatsion yondashuvlar
orqali qanday transformatsiyalanganligi nazariy asosda tahlil etildi. Qiymat taklifi, raqamli kommunikatsiya, ekologik
barqarorlik va ko‘p tomonlama hamkorlik marketing strategiyasining tarkibiy qismlari sifatida aniqlab berildi. Metod sifatida
kontseptual tahlil qo‘llanildi. Asosiy e’tibor marketingning strategik boshqaruvdagi funksional roliga qaratildi. Marketing
innovatsion, raqamli va institutsional omillar bilan uzviy bog‘liq kompleks tizim sifatida baholandi.
References
Civera, C., Santoro, G., & Chiaudano, V. (2025). Do not stop the loop: Driving circular textiles with technology and
stakeholder engagement. Business Strategy and the Environment, 34, 5317–5335. https://doi.org/10.1002/bse.4250
Boiten, V. J., Han, S. L. C., & Tyler, D. (n.d.). Circular economy stakeholder perspectives: Textile collection strategies
to support material circularity. RESYNTEX Project, Horizon 2020. https://www.resyntex.eu/user/pages/06.Resources/
Stakeholder-Report-2018.pdf
Ermini, C., Visintin, F., & Boffelli, A. (2024). Understanding supply chain orchestration mechanisms to achieve
sustainability-oriented innovation in the textile and fashion industry. Sustainable Production and Consumption, 49,
–430. https://doi.org/10.1016/j.spc.2024.07.008
Vijayakumar, A., & Davidova, J. (2025). Enhancing consumer buying behaviour through innovation hubs: A quantitative
study in the Indian apparel sector. Acta Carolus Robertus, 15(1), 132–148. https://doi.org/10.2478/acpro-2025-0014
Pari, F., Syarief, R., & Hannan, S. (2023). Business development strategy for CV Hadi Corp convection in the domestic
market with a canvas business model approach. International Journal of Research and Review, 10(1), 505–512.
https://doi.org/10.52403/ijrr.20230158
Mosig, T., Grafmüller, L. K., & Lehmann, C. (2017). Business model patterns of B2B mass customizers: The case
of German textile SMEs. International Journal of Industrial Engineering and Management, 8(3), 99–110. http://
ijiemjournal.uns.ac.rs/
Memon, I. A., Chandio, F. K., Bhatti, A., & Kazi, A. G. (2019). The impact of green marketing on the financial performance
of textile industry. International Journal of Entrepreneurial Research, 2(4), 16–20. https://doi.org/10.31580/ijer.
v2i4.1161
Allan, M., & Ali, N. N. (2017). Employing social media websites and its role in determining the targeted audience for
marketing within cloth manufacturing sector in Jordan. Innovative Marketing, 13(2), 47–55. https://doi.org/10.21511/
im.13(2).2017.05
Dimitrovska, M., & Iliev, D. (2024). Innovative aspects in digital marketing of textile companies from Prilep. Journal of
Sustainable Development, 9(2), 123–137. (DOI not found; search via researchgate.net)
Lottersberger, A. (2012). Design, innovation and competitiveness in the textile industry: Upstream design driven
innovation [Doctoral dissertation, Politecnico di Milano]. http://hdl.handle.net/10589/56650
Golfetto, F., & Rinallo, D. (2025). Reshaping markets through collective marketing strategies: Lessons
from the textile industry. In Strategic Market Creation (pp. 98–118). Springer. https://link.springer.com/
chapter/10.1007/978-3-030-00000-0_6
Osório, C., & Leitão, J. (2001). Digital challenges for the small and medium enterprises of the textile and clothing
industry in Portugal. Universidade da Beira Interior, Departamento de Gestão e Economia. https://www.dge.ubi.pt/
Kowalska, K., & Jankowska-Mihułowicz, M. (2025). Cooperation of manufacturing companies with business-tobusiness
stakeholders in Poland in the field of circular activities. Sustainability, 17(7859). https://doi.org/10.3390/
su17177859
Sheikh, A. A., Shahzad, A., & Ku Ishak, A. (2017). The growth of e-marketing in business-to-business industry and its
effect on the performance of businesses in Pakistan. International and Multidisciplinary Journal of Social Sciences,
(2), 178–214. https://doi.org/10.17583/rimcis.2017.2704
Ayuning, D. P. (2023). Strategic digital marketing for textile SMEs in the competitive B2B environment. Textile Strategy
Papers, 2, 45–56.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 MUHANDISLIK VA IQTISODIYOT
This work is licensed under a Creative Commons Attribution 4.0 International License.