THE RELATIONSHIP BETWEEN VALUE CHAIN AND MARKETING STRATEGIES IN THE B2B MARKET OF TEXTILE ENTERPRISES
DOI:
https://doi.org/10.60078/2992-877X-2026-vol4-iss4-pp215-225Abstract
The study analyzed the relationship between value chain stages and marketing strategies in the textile industry B2B market. The main stages of the value chain and corresponding marketing approaches were systematized within an integrated framework. The model was applied to the case of Uzbekistan’s textile industry. The findings showed that aligning marketing strategies with value creation processes improved firm competitiveness. Customer orientation and strategic partnership were identified as key drivers of integration.
Keywords:
value chain B2B marketing textile industry marketing strategy integrationReferences
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