Network marketing as a tool of innovative marketing: expanding organizational boundaries and building ecosystems

The article discusses the implementation of innovative marketing in the agro-industrial complex (AIC) of Kazakhstan using a network approach aimed at creating sustainable business ecosystems. These ecosystems must be capable of self-development and adaptation to changes in the external environment. Particular attention is paid to the analysis of the potential of modern marketing tools – corporate social responsibility. These components are becoming an integral part of the new marketing paradigm in the agricultural sector. The theoretical foundations of innovative marketing and its role in increasing the competitiveness of agricultural enterprises, improving communication with consumers, expanding distribution channels and strengthening trust in agribusiness are considered. Based on the analysis of international experience, examples of the successful implementation of similar approaches in various countries are given, and recommendations for their adaptation to Kazakhstan's realities are proposed. Special attention is paid to existing barriers and challenges in the implementation of innovative strategies – such as a shortage of qualified personnel, underdeveloped digital infrastructure and limited investment resources. It is emphasized that network marketing can act as a powerful driver of cooperation, resource pooling and sustainable growth of agro-industrial enterprises, and also play a key role in the process of digital transformation of agriculture.

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