Management and Economics Scientific Research Journal Том 2 № 3 (2025) · с. 741-751
TIJORAT BANKLARIDA INNOVATSION MARKETING STRATEGIYALARIDAN FOYDALANISH MEXANIZMLARI
Yo‘ldoshev Nuritdin Qurbonovich
Аннотация
The article analyzes the mechanisms for implementing and managing innovativemarketing strategies (IMS) in commercial banks from a theoretical and practical perspective. Thetheoretical foundation is a synthesis of the resource-based view (RBV), dynamic capabilities(sensing–seizing–reconfiguring) and service-dominant logic (S-D logic) approaches. Thepractical mechanism is built on the triad of “information–ecosystem–experiment”: customer 360°profile and Next-Best-Action (NBA), omnichannel orchestration, API/embedded partnerships, A/Band quasi-experiments. The analytical results obtained based on the proposed methodology showthat IMS packages increase CLV by 10–12%, reduce churn by 2–4 p.p. and shorten the paybackperiod. Practical recommendations for banking management, limitations and future researchdirections are discussed.
innovatsion marketing, tijorat banklari, dinamik qobiliyatlar, S-D logic, CLV, CAC, omnichannel, Next-Best-Action, A/B test, embedded finance.
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