AN IMPROVED CONCEPTUAL MODEL OF B2B MARKETING STRATEGIES FOR ENHANCING THE EXPORT POTENTIAL OF REGIONS
DOI:
https://doi.org/10.5281/zenodo.23096867Abstract
This article develops an improved conceptual model of B2B marketing strategies aimed at enhancing the export potential of regions by synthesising the theories of regional innovation systems, the Triple Helix, and smart specialisation. The proposed model consists of three interlinked layers — strategic specialisation, institutional cooperation, and enterprise support — connected by continuous feedback, and addresses three governance questions: what to prioritise, with whom to cooperate, and whom to support and how. The practical interpretation of the model for the cotton-textile cluster of the Khorezm region of Uzbekistan shows that government–business ties in the region are relatively stable, whereas the involvement of universities remains the weakest link. The model bridges firm-level B2B strategies and region-level policy and can guide the design of regional export support programmes.Keywords
B2B marketing, export potential, regional innovation system, Triple Helix, smart specialisation, cluster, Khorezm regionReferences
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