A multi-level institutional mechanism for developing a Martech ecosystem for young entrepreneurs
Keywords:
MarTech, youth entrepreneurship, MarTech_Index, institutional mechanism, Business Model Canvas, digital infrastructure, CRM, marketing analytics, digital skills, monitoringAbstract
The article examines the institutional conditions shaping MarTech adoption among young entrepreneurs and proposes a multi-level coordination mechanism. The empirical base consists of a quota-purposive survey of 1,250 entrepreneurs aged 18–30 operating across Uzbekistan. MarTech_Index is defined as an equal-weight coverage index of six binary components: SMM, CRM, website, email marketing, analytics, and chatbot/AI. OLS and Ordered Probit estimates show positive statistical associations of internet quality, digital advertising expenditure, income, entrepreneurial experience, business size, and education with MarTech coverage, while the regional factor receives only partial support. Building on these findings, the study proposes a mechanism integrating micro-, meso-, and macro-level institutions, Business Model Canvas diagnostics, and a cross-cutting monitoring loop. The scientific contribution lies in functionally linking empirically identified adoption factors to specific institutional actors and support instruments, and in designing targeted support packages based on MarTech_Index coverage groups together with business-model needs. The index is interpreted as a measure of technology coverage rather than digital maturity, and the findings are treated as associations rather than causal effects.
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