Interview

A Bold Business Environment for Growth

11 May 2026

TL;DR≈ 2 min

Marketing today is not simply advertising — it is a matter of large-scale economic thinking: most companies chase short-term profit, and it is this strategic deficit, not budget shortage, that constrains growth.

Companies pursue short-term profit instead of long-term brand building, reproducing a cycle of tactical poverty even with adequate budgets.
CSR must be a long-term investment in education, ecology, and culture — not an advertising tool: social responsibility used as a marketing technique destroys trust faster than its absence.
A bold business environment that tolerates mistakes is a prerequisite for creating original marketing models: without the right to fail, neither experimentation nor original knowledge emerges.

Who it helps: Rectors and deans of specialized universities, senior executives responsible for long-term brand strategyWhat to apply: Examine the planning horizon of your marketing goals: if all KPIs are measured within a quarter, add at least one three-year indicator — it will change how all other goals are set.

Sherzodkhon Kudratkhoja — Rector of the University of Journalism and Mass Communications.

Does the market work systematically?

The marketing and advertising industry is becoming increasingly systematic. Companies have begun to analyze their audiences, market demands, and ROI metrics more deeply. Nevertheless, budget shortfalls and insufficient professional training remain the key challenges.

Where are the main pain points?

The main problem lies in a lack of strategic thinking. Most companies are focused on quick profits rather than long-term brand building. Moreover, the industry still faces an acute shortage of qualified professionals and quality analytics.

Are the "rules of the game" transparent?

The situation has become noticeably more transparent than before. However, issues of stability and the development of unified approaches remain relevant. Interaction between government agencies and entrepreneurs exists, but this process must become more systematic and regular.

What should social responsibility look like?

CSR should not be a tool for advertising, but rather a long-term investment in education, ecology, culture, and human capital.

What can Uzbekistan offer the world?

The industry possesses serious intellectual potential. Our country is capable of not merely copying foreign experience blindly, but of offering the world something genuinely interesting through the creation of original communication models adapted to the local mentality and market specifics.

Can the market adopt new approaches on its own?

Is Uzbekistan capable of developing its own independent trends and marketing models? Yes, it is. But to achieve this, we need an independent scientific and practical school, strong talent, and a bold business environment that is not afraid to make mistakes. Today, it is important not just to import ready-made technologies, but to adapt and develop them domestically.

Why discuss this more widely?

These topics should not be confined to a narrow professional circle — they need to be discussed broadly, with the involvement of universities, media, government, and business.

Conclusion

Marketing today is not simply advertising — it is a matter of large-scale economic thinking.

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