TRADITIONAL VALUES AND MODERN BUSINESS: PECULIARITIES OF FAMILY ENTERPRISES IN SAMARKAND

This study analyzes the influence of traditions on the development and functioning of family businesses in Samarkand. The focus is on the relationship between the cultural heritage of the region, traditional production and management methods and the contemporary challenges of the globalized market. The analysis considers both positive aspects (e.g. strong social capital, established reputation, customer loyalty) and negative aspects (limited access to finance, conservatism, difficulties in adapting to innovations). The study examines the mechanisms of intergenerational transmission of knowledge and skills, the role of traditional credit and financial management systems, and the impact of traditional perceptions of wealth and success on family business development strategies. The results of the study reveal both the potential of preserving traditional crafts and cultural heritage and the need to adapt to modern realities to ensure sustainable development of family businesses in Samarkand. Keywords: family business, Samarkand, traditions, cultural heritage, crafts, heritage, knowledge transfer, management, marketing, finance, sustainable development, innovation, competitiveness, social capital, globalization, generational continuity, adaptation, challenges, opportunities