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The Role Of Innovative Marketing Strategies In The Global Business Environment

Author

Listed:
  • Aziz Kurbanovich Abdullaev
  • Nigora Fayzulla kizi Sayfullaeva
  • Maftuna Rustambek kizi Khojiakbarova

Abstract

Innovative marketing strategies have become a core driver of enterprise performance in the global businessenvironment. This study examines how website adoption and social media usage relate to e-commerce outcomes usingEurostat panel data for 27 EU member states from 2013 to 2024, supported by UNCTAD and OECD benchmarks. Twobivariate OLS models show that website adoption has a statistically significant positive relationship with e-commerceturnover, 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 acrosssectors and depends on supporting digital infrastructure.

Suggested Citation

  • Aziz Kurbanovich Abdullaev & Nigora Fayzulla kizi Sayfullaeva & Maftuna Rustambek kizi Khojiakbarova, 2026. "The Role Of Innovative Marketing Strategies In The Global Business Environment," GREEN ECONOMY AND DEVELOPMENT, "Ma'rifat-Print-Media" LLC, Tashkent State University of Economics, vol. 4(5), May.
    • Handle: RePEc:teu:ged000:v:4:y:2026:i:5:id:10333
    DOI: 10.5281/zenodo.20072617
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