Maldynova Aizhana
@uib.kz
assoc professor
EDUCATION
PhD in marketing
RESEARCH, TEACHING, or OTHER INTERESTS
Economics and Econometrics, General Economics, Econometrics and Finance, Economics, Econometrics and Finance
Scopus Publications
Scopus Publications
Aizhana V. Maldynova, Zhasym D. Osmanov, Nyailya T. Smagulova, Aigul N. Baigelova, and Elmaira B. Orazgaliyeva
Wiley
AbstractFor 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 client's 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.
Maldynova Aizhana, Davletova Maira, Ilyas Assel, and Butin Erkebulan
EconJournals
This article is devoted to the study of marketing approaches to decarbonization to the energy sector of Kazakhstan. Obviously, it is important for Kazakhstan, with its economy based on the export of raw materials, to boost the use of technologies and approaches for decarbonization already now. These include technologies for carbon capture and storage, energy conservation, as well as the transfer of electricity generation to renewable sources and the use of offset mechanisms. The authors substantiated the need for the formation of a marketing strategy at the enterprises of the energy market of Kazakhstan to promote the ideas of decarbonization, green economy and ecology. Most of The Group of Twenty countries have set ambitious climate change targets that must be translated into clear strategic actions to bring about the needed change. Achieving carbon neutrality requires collaboration across sectors. Implementing climate change action on the scale needed requires marketing approaches that incentivize action on climate change. Servitization is not just a service offering, but a fundamental organizational and cultural change in an enterprise. The purpose of the research is to form a marketing approach of servitization for decarbonization. The SPSS software was used to test the hypotheses put forward in the article. The results of the research can be used to develop and implement strategies for the servitization of a energy market. Companies need to carry out motivational transformations related to the need to introduce servitization.