Abstract
This study investigates the application of the Eliminate-Reduce-Raise-Create (ERRC) framework and emergent strategies across eight key sectors in Kazakhstan. While existing literature highlights the effectiveness of these frameworks, comparative analysis across sectors is limited. To address this gap, semi-structured interviews with senior management from 22 Kazakhstani companies were conducted providing a broader understanding of strategic innovation practices in a rapidly developing economy. Findings reveal common strategies, such as eliminating outdated technologies, reducing costs, raising digitization and innovation, and creating capability initiatives. However, sector-specific differences reflect unique industry challenges: the study suggests aligning ERRC priorities with emergent strategies and adopting a holistic approach integrating digitization, sustainability, and collaboration. This study contributes to strategic management literature and offers practical insights for business leaders and policymakers in emerging markets, identifying improvement areas and developing strategies to address critical industry factors.