THE INFLUENCE OF MARKETING STRATEGIES IN ENTREPRENEURIAL ACTIVITIES ON LABOR PRODUCTIVITY
Keywords:
Marketing strategy, labor productivity, business entities, human capital, small business, innovative approach.Abstract
This article theoretically studies the impact of marketing strategies on labor productivity in entrepreneurial activity. World experience and local research are analyzed, and it is determined that marketing approaches are of great importance in the effective organization of the production process, rational use of resources, and the formation of competitive personnel. Based on data from the National Statistics Committee of the Republic of Uzbekistan, the indicators of the activities of small business entities in Uzbekistan for 2019-2023 are analyzed, and the direct impact of marketing strategies on labor productivity is studied. In particular, the dynamics of the share of exports and imports, the rapid growth of the volume of services, and the decrease in the share in GDP indicate the need to improve marketing approaches. The article analyzes the relationship between marketing strategies and labor productivity on a scientific basis, and puts forward proposals for the effective development of the activities of business entities.
References
1. Drucker, P. F. (1993). Management: Tasks, responsibilities, practices. HarperBusiness.
2. Porter, M. E. (1990). The competitive advantage of nations. Free Press.
3. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
4. Armstrong, M., & Taylor, S. (2014). Armstrong's handbook of human resource management practice (13th ed.). Kogan Page.
5. Ulrich, D. (1997). Human resource champions: The next agenda for adding value and delivering results. Harvard Business School Press.
6. Bloom, N., Sadun, R., & Van Reenen, J. (2012). The organization of firms across countries. Quarterly Journal of Economics, 127(4), 1663–1705.
7. K.X.Abduraxmonov va S.B.G’oyipnazarov. Rekrutment. O’quv qo’llanma. Toshkent, 2022
8. Karimov, A. (2022). Marketing kommunikatsiyalarining mehnat motivatsiyasiga ta’siri. Toshkent moliya instituti ilmiy jurnali, 5(3), 77–85.
9. N Chiliya, G Herbst, M Roberts-Lombard. The impact of marketing strategies on profitability of small grocery shops in South African townships. African journal of business management 3 (3), 70, 2009
10. www.stat.uz – O’zbekiston Respublikasi Milliy Statistika qo’mitasi ma’lumotlari
