Enterprise strategic plan: Service business model

Maldynova A.V. Osmanov Z.D. Smagulova N.T. Baigelova A.N. Orazgaliyeva E.B.
March 2023 John Wiley and Sons Inc

Business Strategy and Development
2023 #6 Issue 1 101 - 116 pp.

For the innovative development of the economy of Kazakhstan, marketing strategies for promoting innovative products concentrate scientific research and become a new element in the process of managing the market activities of enterprises. The purpose of the study was to determine the place of servitisation in Kazakhstani business, measure the level of servitisation and study the attitude of participants in the industrial market to the new strategy. To achieve the goal set within the framework of this study, marketing research was carried out. Data analysis was carried out using two programmes for data analysis. Presents the basic modelling principles used to form the structure with hidden variables. The authors tested the relationship between the level of motivation of the client and the level of servitisation. The clients motivation level does not affect the servitisation level. A literature review has shown that the implementation of servitisation is a complex task that depends on previous success. Among innovative enterprises in Kazakhstan, due to the underdevelopment of the market, traditional services dominate, while such trendy services as training, utilisation, integration are rarely offered and have a weak level of prevalence.

innovative economy , marketing research , questionnaire survey , service , servitisation

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Department of Management and Business, University of International Business, Almaty, Kazakhstan
Faculty of Economics and Business, Kazakh-German University, Almaty, Kazakhstan
Department of Economics and Management, Almaty Technological University, Almaty, Kazakhstan
School of Management, Almaty Management University, Almaty, Kazakhstan

Department of Management and Business
Faculty of Economics and Business
Department of Economics and Management
School of Management

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