Innovation science and technologiy Volume 2 Issue 4 (2026)
DEVELOPMENT OF EFFECTIVE ORGANIZATIONAL-ECONOMIC MECHANISMS FOR TRANSITION TO THE INNOVATIVE MARKETING CONCEPT IN ENTERPRISES UNDER DIGITAL TRANSFORMATION
Bobomurodov, Qayimjon
Abstract
This article presents the findings of a study devoted to the development of effective organizational and economicmechanisms for enterprises’ transition to the innovative marketing concept in the context of digital transformation. Theresearch examines the impact of digital tools, including artificial intelligence, Big Data, the Internet of Things (IoT),cloud technologies, and blockchain, on marketing activities. Based on statistical data on the development of the digitaleconomy in the Republic of Uzbekistan and the implementation of innovative marketing in enterprises, scientific andpractical conclusions were drawn. According to the research findings, a comprehensive six-component mechanism forthe transition to the innovative marketing concept in the context of digital transformation is proposed.
digital transformation, innovative marketing, artificial intelligence, Big Data, omni-channel, enterprise, competitiveness, organizational and economic mechanism
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