EXPORT PERFORMANCE AND MARKETING EFFICIENCY: A STOCHASTIC FRONTIER STUDY OF UZBEKISTAN’S FRUIT AND VEGETABLE INDUSTRY

Abstract

This study examines the effectiveness of marketing expenditures in enhancing the export performance of Uzbekistan's fruit and vegetable industry through the application of a Stochastic Frontier Analysis (SFA) approach. In the context of intensifying global competition, the development of effective marketing strategies is crucial for maximizing export potential within the agri-food sector. By employing SFA on firm-level data, this research estimates the marketing efficiency frontier and identifies the disparity between observed and optimal export performance. The results indicate significant variations in efficiency among firms, suggesting that targeted marketing research and optimized budget allocation can significantly enhance export outcomes. The paper discusses policy implications and offers recommendations for improving marketing effectiveness in Uzbekistan's horticultural exports.