Assessment of the marketing strategies in small-sized businesses of Azerbaijan

Abstract

Small-sized businesses (SSBs) are critical to Azerbaijan’s economic structure, driving employment, innovation, and local development. However, their ability to thrive is often constrained by ineffective marketing practices. This study evaluates the current marketing strategies employed by SSBs in Azerbaijan, examining their strengths and weaknesses within the context of resource limitations and market dynamics. Drawing on qualitative and secondary data, the paper highlights actionable recommendations to improve these strategies, emphasizing digital tools, training, and collaborative efforts. These findings aim to empower small businesses to enhance their competitiveness and sustainability in a rapidly changing economic landscape.