THE ROLE OF INNOVATIVE MARKETING STRATEGIES IN THE GLOBAL BUSINESS ENVIRONMENT

THE ROLE OF INNOVATIVE MARKETING STRATEGIES IN THE GLOBAL BUSINESS ENVIRONMENT

##article.authors##

  • Aziz Abdullaev
  • Nigora Sayfullaeva
  • Maftuna Khojiakbarova

##semicolon##

https://doi.org/10.5281/zenodo.20072617

##semicolon##

innovative marketing, e-commerce, website adoption, social media strategy, OLS regression, digital transformation, international marketing, SME internationalization, global business environment.

##article.abstract##

Innovative marketing strategies have become a core driver of enterprise performance in the global business
environment. This study examines how website adoption and social media usage relate to e-commerce outcomes using
Eurostat panel data for 27 EU member states from 2013 to 2024, supported by UNCTAD and OECD benchmarks. Two
bivariate OLS models show that website adoption has a statistically significant positive relationship with e-commerce
turnover, while social media usage has a positive but weaker association with the share of enterprises selling online.
The findings confirm that innovative marketing tools strengthen global market access, though their impact varies across
sectors and depends on supporting digital infrastructure.

##submission.authorBiographies##

Aziz Abdullaev

Acting Associate Professor
Department of International Finance and Investment
University of World Economy and Diplomacy


Nigora Sayfullaeva

Master’s Degree Student, Foreign Economic Activity, Faculty of International Economics and Management
University of World Economy and Diplomacy

Maftuna Khojiakbarova

Master’s Degree Student, Foreign Economic Activity, Faculty of International Economics and Management
University of World Economy and Diplomacy

##submission.citations##

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##submissions.published##

2026-05-01

##submission.howToCite##

Abdullaev, A., Sayfullaeva, N., & Khojiakbarova, M. (2026). THE ROLE OF INNOVATIVE MARKETING STRATEGIES IN THE GLOBAL BUSINESS ENVIRONMENT. YASHIL IQTISODIYOT VA TARAQQIYOT, 4(5). https://doi.org/10.5281/zenodo.20072617

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##issue.vol## 4 ##issue.no## 5 (2026): «Yashil iqtisodiyot va taraqqiyot» jurnali

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Articles

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