The Role of Marketing Research in Enhancing Enterprise Competitiveness and National Economic Development

Abstract

During the modernization of the market economy, the natural process of increasing demand for marketing research occurs in the conditions of creating an environment of free competition. Effective organization and conduct of marketing research, which is important in the formation of consumer enthusiasm, taste of goods and services, in competition, is currently the most urgent task

This study examines the role of marketing research in enhancing enterprise competitiveness and its broader impact on national economic development. In the context of market modernization and increasing competition, effective marketing research has become a crucial factor in understanding consumer behavior, optimizing business strategies, and fostering economic growth. Despite its significance, a knowledge gap exists regarding the strategic implementation of marketing research in emerging economies like Uzbekistan. This study addresses that gap by analyzing the impact of marketing research on enterprise decision-making, market adaptation, and competitive positioning.

A qualitative research methodology was employed, utilizing comparative analysis, strategic evaluation, and economic assessment models. The study highlights key factors influencing enterprise competitiveness, including market size, technological advancements, production efficiency, and pricing strategies. Findings indicate that enterprises that integrate structured marketing research into their operations are more resilient to market fluctuations, better positioned for strategic growth, and capable of attracting foreign investment. Additionally, results show that effective marketing research can contribute to expanding the range of competitive, high-quality products under the “Made in Uzbekistan” label.

The study has important implications for policymakers, business leaders, and economic strategists, emphasizing the necessity of integrating marketing intelligence into national development frameworks. Future research should explore the role of digital marketing analytics and artificial intelligence in enhancing marketing research efficiency, particularly in the era of globalization and digital transformation.