 Marketing Support for the Sustainable Development of Entrepreneurship in the Context of the Fifth Industrial RevolutionTatiana N. Litvinova, Tilleaiym K. Kadyrova, Ildus R. Gimazitdinov, Alexey V. Tolmachev and Elena G. Popkova Chapter 53 in The Sustainable Development of the Entrepreneurial Economy in the Fifth Industrial Revolution, 2026, pp 631-645 from World Scientific Publishing Co. Pte. Ltd. Abstract: This research aims to develop a scientific vision and practical objectives for marketing support of sustainable entrepreneurial development in Central Asia under the conditions of the Fifth Industrial Revolution. By compiling statistics from 10 Central Asian countries in 2024, a model of entrepreneurial resilience in these nations has been created, demonstrating how it depends on marketing activities amid the Fifth Industrial Revolution. Based on this model, the research concludes that, for sustainable development during the Fifth Industrial Revolution, enterprises in Central Asia require specialized marketing support that considers the unique characteristics of the region’s markets of Industry 5.0. A marketing mix 5.0 has been developed to foster the sustainable development of entrepreneurship in Central Asia under these revolutionary conditions. A new marketing approach to organizing Industry 5.0 in Central Asia is proposed, ensuring its market self-regulation. Using Kyrgyzstan as a case study, the research reveals a promising marketing perspective for the sustainable development of Kyrgyz entrepreneurial ventures during the Decade of Action (up to 2030) in the context of the Fifth Industrial Revolution. To support this perspective, the authors developed original recommendations to enhance the marketing activities of entrepreneurial organizations in Kyrgyzstan for sustainable growth in these transformative times. The transition to a marketing mix 5.0 will endow Central Asian high-tech enterprises with increased agility, enabling them to develop more sustainably and secure a strong position in the global markets of Industry 5.0. Adopting a marketing approach to organizing Industry 5.0 in Central Asian countries will allow these nations to make a technological leap, thereby overcoming or significantly reducing the global digital divide. Keywords: Sustainable Development; Entrepreneurship; Innovation; Technology; Information Management; Organizational Behavior; Industrial Organization; Entrepreneurial Economy; Fifth Industrial Revolution; Cause-and-Effect Relationships; Fourth Industrial Revolution; Digital Technology; Industry 5.0; Operations Management; Operations Research; Supply Chain Management; Fintech; Cryptocurrency; Blockchain; Economics and Finance; Corporate Governance; Technological Environment; National Economy; State Management; Corporate Management; Agro-Industrial Complex 5.0; Fuel and Energy Complex 5.0; BRICS; EAEU; Central Asia; Social Responsibility; Digital Competitiveness; Digital Energy; Entrepreneurial Universities 5.0; Machine Learning; Cyber-Social System; Smart Company; Management of AI; Automatization; Decision-Making in Entrepreneurship; Big Data; Blockchain Finance; Robotisation Of Production; Applied Technological Solutions; Smart City; Local Entrepreneurial Economy; Modernisation; Institutes of Globalisation; E-Government; Innovative Economy; Knowledge Society; BRICS+ (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789819802920_0053 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd. |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.