Marketing Support for the Sustainable Development of Entrepreneurship in the Context of the Fifth Industrial Revolution

This research aims to develop a scientific vision and practical objectives for marketing support of sustainable entrepreneurial development in Central Asia under the conditions of the Fifth Industrial Revolution. By compiling statistics from 10 Central Asian countries in 2024, a model of entrepreneurial resilience in these nations has been created, demonstrating how it depends on marketing activities amid the Fifth Industrial Revolution. Based on this model, the research concludes that, for sustainable development during the Fifth Industrial Revolution, enterprises in Central Asia require specialized marketing support that considers the unique characteristics of the region’s markets of Industry 5.0. A marketing mix 5.0 has been developed to foster the sustainable development of entrepreneurship in Central Asia under these revolutionary conditions. A new marketing approach to organizing Industry 5.0 in Central Asia is proposed, ensuring its market self-regulation. Using Kyrgyzstan as a case study, the research reveals a promising marketing perspective for the sustainable development of Kyrgyz entrepreneurial ventures during the Decade of Action (up to 2030) in the context of the Fifth Industrial Revolution. To support this perspective, the authors developed original recommendations to enhance the marketing activities of entrepreneurial organizations in Kyrgyzstan for sustainable growth in these transformative times. The transition to a marketing mix 5.0 will endow Central Asian high-tech enterprises with increased agility, enabling them to develop more sustainably and secure a strong position in the global markets of Industry 5.0. Adopting a marketing approach to organizing Industry 5.0 in Central Asian countries will allow these nations to make a technological leap, thereby overcoming or significantly reducing the global digital divide.