Assessment of The Impact of Territorial Factors on Marketing Decisions in The B2B Market of Textile Enterprises

This study systematically examined the impact of regional factors on marketing decisions of textile enterprises in the B2B market. Economic, institutional, infrastructural, socio-cultural, and resource-demographic factors were classified, and their influence mechanisms on product, pricing, distribution, communication, and partner selection decisions were identified. Based on a theoretical approach, an integrative conceptual model was developed to transform regional factors into marketing decisions. The model was illustrated using the example of Uzbekistanʼs textile industry. The findings demonstrated the direct role of regional conditions in shaping marketing strategies and provided a basis for adaptive management approaches.

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