INTERNATIONAL MARKETING STRATEGIES FOR UZBEKISTAN’S TEXTILE INDUSTRY: CHALLENGES, OPPORTUNITIES, AND ECONOMETRIC EVIDENCE
DOI:
https://doi.org/10.5281/zenodo.20257932Keywords:
Uzbekistan; textile exports; international marketing; OLS regression; country-of-origin effect; sustainability certification; brand equity; emerging markets; Central AsiaAbstract
Uzbekistan's textile sector has undergone one of the most accelerated industrial transformations among emerging
economies over the 2017–2025 period, growing from a marginal raw-material supplier into a multi-billion-dollar exporting
industry. This study applies a mixed-methods framework — integrating Ordinary Least Squares (OLS) regression analysis
of trade and investment data with qualitative evaluation of competitive positioning and sustainability compliance — to
examine the international marketing challenges confronting Uzbek textile firms as they seek to access premium Western
markets. Econometric results confirm that both foreign direct investment inflows and workforce expansion are statistically
significant predictors of export value growth (R² = 0.983), while the time-trend OLS model yields a coefficient of USD
454.86 million per year (p < 0.001). Despite this quantitative momentum, critical qualitative deficiencies persist in brand
differentiation, country-of-origin perception, and ESG compliance
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