Keywords
How to Cite
Abstract
The article systematically examined the impact of digital transformation on export marketing of textile enterprises in the B2B market. The study established the relationship between digital capabilities, firm digital maturity, and export marketing performance based on a conceptual model. The role of B2B platforms, CRM systems, artificial intelligence, blockchain, and IoT technologies in export processes was identified. The findings showed that digital integration improved market segmentation accuracy, customer trust, and operational efficiency. The research defined evidence-based directions for enhancing digital export strategies in the textile industry of Uzbekistan.
References
1. Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901. https://doi.org/10.1016/j.jbusres.2019.09.022
2. Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The Journal of Strategic Information Systems, 28(2), 118-144. https://doi.org/10.1016/j.jsis.2019.01.003
3. UNCTAD. (2023). Digital Economy Report 2023: Shaping an Environmentally Sustainable and Inclusive Digital Future. United Nations Conference on Trade and Development. https://unctad.org/publication/digital-economy-report-2023
4. WTO. (2023). World Trade Report 2023: Re-globalization for a secure, inclusive and sustainable future. World Trade Organization. https://www.wto.org/english/res_e/publications_e/wtr23_e.htm
5. Oʻzbekiston Respublikasi Prezidentining 2022-yil 28-yanvardagi PF-60-sonli “2022-2026 yillarga moʻljallangan Yangi Oʻzbekistonning taraqqiyot strategiyasi toʻgʻrisida”gi Farmoni https://lex.uz/docs/5841063
6. Oʻzbekiston Respublikasi Statistika agentligi. (2024). Sanoat va tashqi savdo boʻyicha statistik maʼlumotlar. https://stat.uz
7. Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642-656. https://doi.org/10.1016/j.jbusres.2020.10.033
8. Pagani, M., & Pardo, C. (2017). The impact of digital technology on relationships in a business network. Industrial Marketing Management, 67, 185-192. https://doi.org/10.1016/j.indmarman.2017.08.009
9. Ritter, T., & Pedersen, C. L. (2020). Digitization capability and the digitalization of business models in business-to-business firms. Industrial Marketing Management, 86, 180-190. https://doi.org/10.1016/j.indmarman.2019.11.019
10. Sklyar, A., Kowalkowski, C., Tronvoll, B., & Sörhammar, D. (2019). Organizing for digital servitization: A service ecosystem perspective. Journal of Business Research, 104, 450-460. https://doi.org/10.1016/j.jbusres.2019.02.012
11. Hofacker, C. F., Golgeci, I., Pillai, K. G., & Gligor, D. M. (2020). Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future. European Journal of Marketing, 54(6), 1161-1179. https://doi.org/10.1108/EJM-04-2020-0247
12. Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35-58. https://doi.org/10.1016/j.indmarman.2021.06.005
13. Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2023). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 61(3), 1278-1313. https://doi.org/10.1080/00472778.2021.1955127
14. Lamrhari, S., El Ghazi, H., Oubrich, M., & El Faker, A. (2022). A social CRM analytic framework for improving customer retention, acquisition, and conversion. Technological Forecasting and Social Change, 174, 121275. https://doi.org/10.1016/j.techfore.2021.121275
15. Gregory, G. D., Ngo, L. V., & Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management, 78, 146-157. https://doi.org/10.1016/j.indmarman.2017.03.002
16. Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a digital era. International Marketing Review, 37(3), 405-424. https://doi.org/10.1108/IMR-02-2019-0080
17. Sinkovics, N., Sinkovics, R. R., & Jean, R. J. B. (2013). The internet as an alternative path to internationalization? International Marketing Review, 30(2), 130-155. https://doi.org/10.1108/02651331311314556
18. Bianchi, C., & Mathews, S. (2016). Internet marketing and export market growth in Chile. Journal of Business Research, 69(2), 426-434. https://doi.org/10.1016/j.jbusres.2015.06.048
19. Bai, C., & Sarkis, J. (2020). A supply chain transparency and sustainability technology appraisal model for blockchain technology. International Journal of Production Research, 58(7), 2142-2162. https://doi.org/10.1080/00207543.2019.1708989
20. Queiroz, M. M., Telles, R., & Bonilla, S. H. (2020). Blockchain and supply chain management integration: a systematic review of the literature. Supply Chain Management: An International Journal, 25(2), 241-254. https://doi.org/10.1108/SCM-03-2018-0143
21. OECD. (2021). The Digital Transformation of SMEs. OECD Studies on SMEs and Entrepreneurship. Organisation for Economic Co-operation and Development. https://www.oecd.org/publications/the-digital-transformation-of-smes-bdb9256a-en.htm
22. ITC. (2023). SME Competitiveness Outlook 2023: Small businesses in fragility. International Trade Centre. https://intracen.org/resources/publications/sme-competitiveness-outlook-2023
23. World Bank. (2023). Digital Progress and Trends Report 2023. The World Bank Group. https://www.worldbank.org/en/publication/digital-progress-and-trends-report
24. Oʻzbekiston toʻqimachilik va tikuvchilik-trikotaj sanoati korxonalari uyushmasi (UZTEXTILEPROM). Sanoatning rivojlanishi boʻyicha rasmiy maʼlumotlar. https://uztextileprom.uz
25. Textile Exchange. (2023). Preferred Fiber & Materials Market Report 2023. Textile Exchange. https://textileexchange.org/app/uploads/2023/11/Materials-Market-Report-2023.pdf
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright (c) 2026 Innovation economy