CHAKANA SAVDODA INNOVATSION MARKETING SAMARADORLIGINI BAHOLASH MEZONLARI VA KO‘RSATKICHLARI TIZIMINI EKONOMETRIK USULLAR YORDAMIDA TADQIQ ETISH
DOI:
https://doi.org/10.5281/zenodo.18197841Keywords:
innovatsion marketing, raqamli transformatsiya, chakana savdo raqobatbardoshligi, mijozlar bilan muloqot, gibrid marketing strategiyalari, kichik chakana savdogarlar, texnologiyalarni qabul qilishAbstract
Innovatsion marketingning chakana savdodagi roli operatsion samaradorlikni oshirish darajasini
baholash, ustuvorliklarni tanlash hamda iste’molchilarning kutganlaridan kelib chiqqan holda marketing strategiyalarini
optimallashtirish nuqtayi nazaridan tahlil qilinadi. Tadqiqot chakana savdo muhitidagi mavjud muammolar va imkoniyatlarni
aniqlashga qaratilgan. Oldingi adabiyotlarga tayangan holda, ishda iqtisodiy metodlar va ilg‘or modellar yordamida
samaradorlikni baholash, yangi tendensiyalarni aniqlash hamda strategik o‘zgarishlarni bashorat qilish masalalari ko‘rib
chiqiladi. Tadqiqot Heckman tanlov modeli asosida olib borilib, so‘rovnoma va intervyu natijalariga tayanadi. Olingan
natijalar innovatsion texnologiyalarni qabul qilish va operatsion samaradorlik o‘rtasida sezilarli farq mavjud emasligini,
biroq raqamli vositalardan strategik foydalanish bozor raqobatbardoshligi va mijozlar sadoqatini oshirishini ko‘rsatadi
References
1. Dziallas, M., & Blind, K. (2019). Innovation indicators throughout the innovation process: An extensive literature
analysis. Technovation, 80–81, 3–29.
2. Paredes, K. M. B. (2024). Exploring the use of innovation measurement in retail: Towards building innovation capability.
International Journal of Retail & Distribution Management. https://doi.org/10.1080/09593969.2023.2264542
3. Lin, C.-H., & Chen, M.-L. (2015). Conceptualizing and measuring consumer perceptions of retailer innovativeness in
Taiwan. Journal of Retailing and Consumer Services, 25, 10–18. https://doi.org/10.1016/j.jretconser.2015.02.002
4. Meyliyev, N. K. (2022). Marketing research performance criteria. CyberLeninka. https://cyberleninka.ru/article/n/
marketing-research-performance-criteria
5. Hristov, I., & Reynolds, P. (2015). Performance measurement in retail innovation contexts. Journal of Retailing and
Consumer Services.
6. Adams, R., Bessant, J., & Phelps, R. (2008). Innovation performance measures: A review and assessment. International
Journal of Operations & Production Management, 28(1), 58–78.
7. Bedford, D. S. (2015). Interactive use of control systems for managing innovation in retail contexts. Management
Accounting Research, 27, 1–20.
8. Richtner, A., Brattström, A., & Magnusson, M. (2019). Holistic metrics for assessing innovation success in retail firms.
Journal of Business Research, 99, 364–373.
9. Musa, H. G. (2024). Marketing research trends using the technology acceptance model in retail. Cogent Business &
Management, 11(1). https://doi.org/10.1080/23311975.2024.2329375
10. Tsapuk, E. Y. (2013). The system of criteria and indicators for evaluating the effectiveness of innovative development
implementation. Marketing & Management of Innovations, (3), 150–157.
11. Morgan, R. E. (1996). Conceptual foundations of innovativeness measurement in retailing. Journal of Retailing, 72(1),
51–67.
12. Yin, R. K. (2003). Case study research: Design and methods (3rd ed.). Sage Publications.
13. Reynolds, P., Hristov, I., & Teasdale, P. (2019). Strategic innovation management in retail firms. International Journal
of Retail & Distribution Management, 47(6), 589–608.
14. Reinartz, W., Dellaert, B., Krafft, M., Kumar, V., & Varadarajan, R. (2011). Retailing innovations in a globalizing retail
market environment. Journal of Retailing, 87(S1), S53–S66.
15. Parikh, D. (2006). Measuring retail service quality: An empirical assessment of service performance indicators.
International Journal of Retail & Distribution Management, 34(1), 34–48.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 GREEN ECONOMY AND DEVELOPMENT
This work is licensed under a Creative Commons Attribution 4.0 International License.