Improving the Methodology of Applying B2B Marketing Strategies to Enhance Regional Export Potential

This article presents the results of a study on improving the methodology for applying B2B marketing strategies to enhance regional export potential, using the Khorezm region of Uzbekistan as a case. The relevance of the topic stems from the fact that, despite steady growth in aggregate national exports, only a small share of the country's enterprises actually participate in foreign trade, and the region's export structure remains predominantly raw-material based and weakly diversified. The purpose of the study is to develop an integrated three-level methodology combining a conceptual model of B2B marketing strategy application, a mechanism for its practical implementation, and an algorithm for adapting it to the region's sectoral structure. The study draws on competitive advantage theory, the value chain concept, global value chain governance theory, and the interaction (network) approach to industrial marketing. The findings show that enhancing regional export potential requires a simultaneous shift by enterprises toward relational forms of value chain coordination and institutional support from regional authorities. The results are of practical relevance for shaping regional export policy in transition economies.