This research project is conducted by Dr Jaafar El-Murad Head, Dept of Marketing & Business Strategy at UoW, Dr Farhod Karimov, Principal lecturer of marketing and a deputy rector on pre-university at WIUT, Me Dildara Gapparova, Lecturer at WIUT and Dr Pinar Demir, Lecturer at UoW.
The topic of the study is "Creativity and Risk in Advertising in Uzbekistan". The aim of this research is to investigate the relationship between risk and creativity in advertising from the perspective of both advertising agencies and customers. We planed to determine the attitude of local entrepreneurs and businesses towards using creativity in promoting their products and services.
