International Journal of Management Trends: Key Concepts and Research
The International Journal of Management Trends: Key Concepts and Research is an academic, peer-reviewed, open-access journal dealing with all aspects of business and management studies. The issues cover a broad range of topics from various academic disciplines, methodologies, and theoretical paradigms. The journal publishes original papers through rigorous and timely analysis and a double-blind peer-review process. All articles are published Open Access, so are made freely available at no charge to the author. Journal is published biannually, in June and December.
Faculty of Management, Sremski Karlovci, University UNION Nikola Tesla, Belgrade
THE USE OF WEB TOOLS IN EDUCATION: A CASE STUDY IN A SECONDARY SCHOOL IN MONTENEGRO
This review examines the role of web-based tools in contemporary education by integrating recent research (2020–2025) and illustrating practice through a survey of 120 teachers at a secondary school in Montenegro. After outlining the evolution of the web (from Web 1.0 to Web 3.0) and key categories of educational tools (learning management systems, collaboration platforms, video-conferencing, game-based quiz systems, social media), we synthesize findings from recent systematic reviews and empirical studies. These show that digital tools generally have positive effects on student engagement, motivation, conceptual understanding, and academic performance, provided they are integrated purposefully and supported by infrastructure and teacher training. In our school-level survey, teachers reported intensive use of Microsoft Teams, PowerPoint, YouTube, and messaging apps (Viber/WhatsApp), alongside growing interest in interactive platforms such as Kahoot. They expressed mainly positive attitudes toward web tools, but also noted challenges related to technical issues, workload, and unequal student access. Taken together, the literature and case findings indicate that web tools are now integral to teaching, yet their success depends on pedagogically informed design, teacher digital competence, institutional support, and attention to equity and privacy. The paper concludes with implications for practice and proposes directions for future research on the pedagogical and organizational conditions that sustain and make technology integration effective.
information and communication technology (ICT)
Copyright (c) 2025 Bozidar Ilic https://creativecommons.org/licenses/by/4.0
THE INFLUENCE OF WORK MOTIVATION ON EMPLOYEES’ RELATIONSHIP WITH THE LEADER
Over the past century, management has progressed from Taylor’s scientific management to modern approaches emphasizing human motivation. This study examines how work motivation influences the employee–leader relationship in Serbian organizations. We surveyed 100 employees (public and private sector) on the importance and fulfillment of various job motivators and the quality of leader–member exchange (LMX). Results show that most employees rate both basic (e.g., salary, security) and higher-level (e.g., growth) needs as very important, yet far fewer report these needs as satisfied. For example, about 75% of respondents deemed pay and security crucial, but under one-third felt adequately compensated or secure. Similarly, ~73% valued personal development, but only ~20% had such opportunities. Employees with better-fulfilled needs also reported higher-quality leader–member relationships. Average LMX quality was moderate, with only a minority experiencing high-trust exchanges. The discussion relates these findings to Herzberg’s two-factor theory, self-determination theory, and LMX theory, highlighting the importance of both extrinsic and intrinsic motivators. The obtained results indicate that leaders and managers need to adapt their leadership style more closely to employees’ motivational needs in order to improve relationship quality and increase organizational effectiveness.
Copyright (c) 2025 Sandra Banjanin https://creativecommons.org/licenses/by/4.0
LOGISTICAL ASPECTS OF THE APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE PRINTING INDUSTRY
This paper explores the potential application of artificial intelligence (AI) and expert systems (ES) in improving logistics processes within the printing industry, with a particular focus on small and medium-sized enterprises (SMEs). The study is based on a case analysis of the printing company SITOPRINT from Žitište, which represents a typical SME operating with a combination of traditional and modern printing technologies, yet facing evident logistical constraints. The primary objective of the research is to identify key logistical limitations, assess the level of digital maturity, and determine the extent to which AI-based solutions can enhance operational stability, efficiency, and cost-effectiveness. The methodological framework includes the analysis of internal business documentation, direct observation of workflow, interviews with employees, and evaluation of existing procedures related to material management, production planning, and distribution. Additionally, a comparative review of modern logistics solutions in international practice was conducted to contextualize global trends in industrial digitalization and assess their applicability to the Serbian printing sector. Findings indicate that SITOPRINT’s logistics processes rely heavily on manual work, fragmented communication, and experience-based decision-making, resulting in inventory fluctuations, uneven machine utilization, and reduced predictability. The research shows that AI can significantly improve these processes through predictive inventory management, automated production scheduling, real-time order tracking, and algorithm-based route optimization. The discussion emphasizes that the successful implementation of AI and ES requires gradual integration, employee training, and the development of a data-driven organizational culture. The conclusion highlights that AI-supported logistics represents a sustainable and scalable development path for SMEs in the printing industry, and that the SITOPRINT case may serve as a practical model for broader industry modernization.
Copyright (c) 2025 Zeljko Markovic https://creativecommons.org/licenses/by/4.0
AUTOMATION AND DIGITALIZATION OF PRODUCTION PROCESSES – INDUSTRY 4.0
The purpose of this paper is to examine how digitalization and automation principles of the fourth industrial revolution improve efficiency, quality and flexibility in manufacturing systems, with a focus on practical steps for implementation. The methodology combines a structured review of academic and professional sources, document analysis of company procedures, and a field study consisting of semi-structured interviews with managers and engineers, plus direct observation of selected production lines. Results show measurable improvement after introducing cyber-physical monitoring, sensor-based tracking and data-driven planning: shorter production lead time, higher first-pass yield, fewer unplanned stoppages, better traceability and more stable planning. The analysis also reveals key barriers: insufficient digital competencies, fragmented information systems, unclear ownership of data and initial investment constraints. Conclusions indicate that benefits arise when technology, processes and skills are developed together, guided by a clear governance model and continuous improvement culture. Recommendations include a phased roadmap that starts with process mapping and data readiness, establishes interoperable platforms, strengthens worker training, embeds information security from the outset, and sets a limited set of outcome indicators tied to cost, quality and delivery. Additional data include interview guides, observation checklists and consolidated tables with baseline and post-implementation measures, provided in the appendices of the paper
Copyright (c) 2025 Nikola Knezevic https://creativecommons.org/licenses/by/4.0
THE ESSENCE OF INVESTMENT DECISIONS IN REAL ESTATE
The purpose of this article is to examine the essence of investment decisions in real estate by integrating theoretical foundations with behavioural factors. The relevance of the research is driven by the growing complexity of investment decision-making under conditions of information asymmetry, heterogeneous market participants, and the institutional specifics of emerging economies. The paper analyses classical financial indicators (NPV, IRR, PI, ROR) and highlights their limitations when behavioural biases are not considered. Using the VIKOR method with probabilistic linguistic term sets, the study demonstrates that changes in behavioural preferences may lead to a 2–4-fold shift in the evaluation of investment alternatives. Key determinants of investment decisions are systematized, including rational and behavioural components, macroeconomic and institutional conditions, market segmentation, technological innovations, and investor typology. Special attention is given to the characteristics of the Balkan region, particularly Serbia, where data insufficiency and post-socialist institutional legacy create additional challenges for investment analysis. The findings expand the theoretical understanding of behavioural influences in real estate investment and illustrate the importance of investor heterogeneity for project evaluation. From a practical perspective, the results indicate that investors, banks, and policymakers can improve project selection and credit risk assessment by integrating behavioural analysis with mul-ti-criteria decision-making tools such as VIKOR. The study is limited using hypothetical project data, methodological constraints of the VIKOR approach, and market-specific conditions. Nevertheless, the results provide a foundation for enhancing data trans-parency, strengthening institutional frameworks, and incorporating behavioural preferences into investment decision-making in emerging real estate markets.
Copyright (c) 2025 Pavel Zelisko https://creativecommons.org/licenses/by/4.0
PERCEIVED EFFECTIVENESS AND ALIGNMENT OF TRAINING IN CANADIAN EDUCATIONAL INSTITUTIONS
This research examines how staff members at educational institutions in Canada perceive the effectiveness of training, whether the types of training they deem necessary align with those they participate in, and whether their perspectives change based on years of experience, educational attainment, and institution type. A cross-sectional online survey was conducted involving 50 employees. The effectiveness was evaluated using a five-point scale, with two items in multiple-choice format (types of training deemed necessary and attended). Within-subject comparisons, one-way analysis of variance for comparing multiple groups, and analysis of differences between two independent groups assuming unequal variances were utilized. The findings indicate a significant gap: participants identified more “necessary” training categories than they attended; no differences were observed based on experience; differences in education favour those with higher education levels (with higher and more consistent ratings); private institutions exhibit a more positive distribution of grades compared to public ones, although the difference in mean scores is not statistically significant in this sample. It is concluded that aligning training offerings with expressed needs and acknowledging the trainees' profiles is more crucial than the training experience itself. The study suggested conducting an annual needs assessment that aligns with strategic goals, designing training focused on practical application (through scenarios, practice, mentoring, and implementation strategies), engaging managers before and after training, customizing based on educational segments, and systematically evaluating outcomes with follow-up post-training. Furthermore, responses were anonymous, items were mandatory, and the scale ranged from 1 to 5; caution is advised when interpreting results from the small group with doctoral degrees.
Copyright (c) 2025 Djordje Jovanovic, Dejan Aladzic https://creativecommons.org/licenses/by/4.0
A NEW OPPORTUNITY FOR 50+: AN EMPIRICAL STUDY ON EMPLOYMENT OF PEOPLE OVER 50 IN THE REPUBLIC OF SERBIA
This paper explores the challenges and opportunities related to the employment of people over 50 years of age in the Republic of Serbia, relying on contemporary demographic, social, and market indicators. In light of current trends of population aging and shrinking labor force, the study aims to identify barriers, motivations, and potentials for the workforce activation of this age group. Primary data were collected through a structured questionnaire on a sample of 200 respondents from various regions of Serbia and analyzed using descriptive statistics, SWOT analysis, and comparisons with best practices in the region (Croatia, Slovenia, Montenegro, North Macedonia). The results indicate a significant willingness among older individuals for retraining and participation in flexible work arrangements, alongside dominant barriers such as age-based discrimination and lack of digital skills. The paper also examines existing government active employment policies, with a focus on their application, visibility, and effectiveness. It concludes that integrating people aged 50+ into the labor market requires a strategic approach combining training, subsidies, combating ageism, and enhancing digital literacy. The study provides a foundation for formulating recommendations for policymakers and local actors in the field of employment.
Copyright (c) 2025 Pavle Pocuc https://creativecommons.org/licenses/by/4.0
KEY CHARACTERISTICS OF COMMUNICATIONS BARRIERS IN ORGANIZATIONAL CONTEX
This paper explores the primary communication barriers within organizational settings and the implications they have on effective interpersonal and intergroup communication. Through a theoretical overview and empirical research conducted in Zrenjanin, Serbia, this study identifies specific types of barriers—ambiguity, noise, emotional factors, distrust, data filtering, language and jargon, and cultural elements—and analyzes their frequency and perception among employees. Results highlight the relatively low presence of cultural and trust-based barriers, while ambiguity and noise are more prevalent. Recommendations for overcoming these obstacles include improving feedback systems and adapting organizational communication strategies.
Copyright (c) 2025 Cila Siveri https://creativecommons.org/licenses/by/4.0
SOURCES AND RESOLUTION STRATEGIES OF ORGANIZATIONAL CONFLICTS: AN EMPIRICAL STUDY IN THE SERBIAN CONTEXT
This paper investigates the nature, frequency, sources, and resolution strategies of organizational conflicts in Serbia's private and public sectors. Using a structured questionnaire and a sample of 128 respondents, the study applies descriptive statistics to analyze perceptions about conflict types, causes, and resolution mechanisms. Findings indicate a predominance of horizontal conflicts and traditional perceptions of conflict as negative phenomena. Most respondents recognize the significance of joint problem-solving and overarching goals as effective resolution strategies. Personal distrust and task interdependence are identified as major sources of conflict. The study recommends institutionalized conflict management training and fostering constructive organizational climates.
Copyright (c) 2025 Predrag Knezevic https://creativecommons.org/licenses/by/4.0
EXPLORING THE LANDSCAPE OF EXPERT SYSTEMS: A REVIEW
Expert systems are computer programs designed to mimic the decision-making of human experts. This paper explores the fundamental components of ES, including knowledge acquisition, representation, and reasoning. Various techniques for acquiring knowledge, such as interviews, observation, and document analysis, are discussed, along with prominent knowledge representation schemes like production rules, semantic networks, frames, and ontologies. The reasoning process, including inference methods and explanation facilities, is also examined. The paper further analyses the challenges and limitations of ES, such as the difficulty in capturing common sense reasoning and the complexity of knowledge base maintenance. Finally, it explores future research directions, including the integration of emerging technologies like big data and cloud computing, the development of more transparent and explainable ES, and addressing ethical considerations surrounding bias and accountability. This comprehensive overview provides a foundational understanding of expert systems, their capabilities, limitations, and potential future advancements.
Copyright (c) 2025 Dusanka Barisic https://creativecommons.org/licenses/by/4.0
STRATEGIES FOR CREATING A LEARNING ORGANIZATION: ANALYSIS AND IMPLEMENTATION IN THE CONTEXT OF SERBIA
This paper explores the potential for the development of learning organizations in the context of the Republic of Serbia, with special emphasis on the sectors of education, public administration and small and medium-sized enterprises (SMEs). The aim of the research is to analyze the extent to which the principles of organizational learning are present in the strategic documents of Serbia, and what are the institutional, cultural and economic factors that facilitate or hinder their implementation. Methodologically, the paper relies on a qualitative analysis of the content of relevant national strategies, academic literature and international recommendations in the field of knowledge management. The results show that the education sector has the most developed mechanisms for the adoption of learning principles, while the public administration faces rigid structures that slow down the transformation. The SME sector shows flexibility, but suffers from limited resources and a lack of institutional support. The paper concludes that the development of learning organizations is a key prerequisite for sustainable institutional development and competitiveness of Serbia in the digital era. Recommendations for shaping public policies and strengthening strategic capacities through the systematic introduction of the principles of organizational learning in all sectors are proposed.
Copyright (c) 2025 Vilmos Tot https://creativecommons.org/licenses/by/4.0
WOMEN IN MANAGEMENT OF CONTEMPORARY ORGANISATIONS
Despite progress towards greater gender equality, women remain underrepresented in leadership positions worldwide. This paper examines the role of women and the female management style in contemporary organisations by analysing global trends, societal stereotypes, barriers, and success factors, with a particular focus on the situation in Serbia. Using a comparative approach and an analysis of statistical data, reports from relevant international and national institutions, as well as professional literature, the study identifies key challenges faced by women on their path to leadership positions, including the “glass ceiling“, gender stereotypes, and unequal distribution of responsibilities. Special attention is given to contemporary leadership approaches and the contribution of female management to organisational performance. The research findings indicate that the presence of women in leadership roles enhances decision-making diversity, improves organisational culture, and contributes to greater business success. However, challenges persist, including societal norms, unequal distribution of family responsibilities, and limited career advancement opportunities. In the context of Serbia, institutional and organisational support remains insufficient, although some positive developments have been observed. The paper concludes that systemic changes, the integration of gender perspectives, equal opportunity policies, and support for female leadership are essential for the long-term improvement of women's status in management.
Copyright (c) 2025 Vesna Curcic https://creativecommons.org/licenses/by/4.0
EMPLOYEE MOTIVATION IN A NON-PROFIT HOSPITAL IN THEFEDERAL STATE OF BADEN-WÜRTTEMBERG
This study aimed to identify which types of motivation have the most significant impact on employees in a nonprofit hospital in the German state of Baden-Württemberg, focusing on the distinction between material and non-material motivational factors. The results indicate that employees place greater value on non-material aspects such as interpersonal relationships, job security, autonomy, and recognition. At the same time, material incentives like salary and benefits have a limited influence. No statistically significant differences were found based on gender, work experience, or job position. Recommendations include the improve-ment of teamwork, mentorship programs, and continuous education. The findings suggest that an effective motivational strategy in the healthcare sector must consider the complexity of human needs and the importance of quality interpersonal relations, stability, and personal development. Management's role is to recognize these factors and create a supportive work environment that enhances job satisfaction, efficiency, and long-term employee retention.
Copyright (c) 2025 Jelena Avramovic Rajevic https://creativecommons.org/licenses/by/4.0
BIG DATA TREND IN SOFTWARE DEVELOPMENT, IN MEDIA AND COMMUNICATION, IN THE DEVELOPMENT OF ECONOMY AND SOCIETY
With the development of society, the economy, the development of innovative technology and technological equipment, the development of modern web software solutions, there is a constant tendency to increase the amount, variety and quality of data. The need to accommodate a huge amount of data implies the use of new technologies that are able to process new data dimensions. Virtually all participants in the social system, from large web companies to traditional entrepreneurs, researchers and scientists, are facing a disproportionate and lightning-fast growth in the amount of data (Jinchuan CHEN, 2013). The available data is of diverse content and format, and the method of their processing, generation and analysis is a challenge for modern Big Data technologies, which we will deal with in this paper. Big Data technologies create new opportunities for exploiting the value and potential of increasingly extensive and diverse data. This paper describes Big Data technologies, the reasons for their application and the challenges of big data from the point of view of data management. The technology of storing, hosting, mining and manipulating big data is described in several dimensions supported by Big Data. We compared the role and way of using traditional databases, versus Big Data technologies that take on a role in the economy and society, in web companies or classic commercial and non-commercial organizations. In this regard, it was pointed out the irreplaceable need for the implementation of Big Data technologies in all economic entities and the entire social system, as well as their role on the Internet in the development of social networks.
Copyright (c) 2025 Tatjana Davidov, Maja Vojinovic https://creativecommons.org/licenses/by/4.0
WOMEN'S LEADERSHIP IN MULTINATIONAL CORPORATIONS IN SERBIA: CHALLENGES AND POTENTIALS
The status of women in relation to men has always been different, both in family and in business life. Through this paper, we examine the position and role of contemporary women who hold significant business positions, the difficulties and opportunities they encounter, as well as the possibilities for balancing private and professional life. Additionally, this paper compares the financial and social status of women in relation to men in the business world and analyzes the factors that influence potential differences in their positions. In order to assess all of the above, a quantitative study was conducted on a sample of 51 female respondents, with the subject of this paper being the examination of women's leadership in corporate management in Serbia, as well as the challenges and potentials women leaders face in the modern business world. The research results show that, despite the level of emancipation of contemporary women, their education, and business success, there is still a different perception of women in leadership positions compared to their male colleagues. It can also be concluded that the differences between women and men vary in intensity across different life segments, but are certainly present in almost every segment. Therefore, the demand and expectation from modern human civilization is to reduce these differences as quickly as possible and ultimately eliminate them.
Copyright (c) 2025 Maja Plecas https://creativecommons.org/licenses/by/4.0
THE CORRELATION BETWEEN DIMENSIONS OF WORK-RELATED STRESS AND DEMOGRAPHIC CHARACTERISTICS OF EMPLOYEES IN THE PUBLIC SECTOR
This study explores the relationship between employees' demographic characteristics and the perception of work stress in the public sector, using the WSQ questionnaire. The analyzed stress dimensions include workplace influence, organizational conflicts, individual demands, and interference with free time. A sample of 62 respondents (aged 25 to 60) encompasses employees with varying work experience and positions. Understanding how demographic characteristics affect the perception and experience of work stress can aid in developing targeted interventions to reduce stress and improve employee well-being in the public sector. Personalized stress management strategies are essential for enhancing the work environment and achieving optimal employee performance. The results indicate a significant impact of gender and position, while work experience did not show a significant effect. The paper provides guidelines for developing stress management strategies specific to the public sector. Further research should include a larger sample and a more detailed analysis of other potential factors influencing work stress to develop more effective strategies for its reduction and the improvement of the work environment in the public sector.
Copyright (c) 2025 Dijana Kolundzic https://creativecommons.org/licenses/by/4.0
MOBBING OF HEALTHCARE WORKERS ON THE TERRITORY OF ARANDJELOVAC
Workplace mobbing represents a serious issue in modern organizations, with significant consequences for employee health and workplace efficiency. It is particularly pronounced in the healthcare sector, where various forms of mobbing are observed, such as horizontal, vertical, professional, and emotional mobbing. The primary aim of this research is to examine the prevalence of mobbing among healthcare workers in Aranđelovac, with a specific focus on nurses and technicians, as well as to identify the causes and consequences of mobbing in this context. The research indicates a high prevalence of mobbing in healthcare institutions in Aranđelovac, particularly among nurses and technicians. Newly hired workers are at a higher risk of mobbing compared to those with greater work experience. Differences between women and men were not statistically significant. Specific interventions and preventive measures need to be developed and implemented to improve the work environment and employees' health in the healthcare sector. The study highlights the importance of a systematic approach to addressing the issue of mobbing while focusing on local specificities within the context of global trends.
Copyright (c) 2025 Dragana Curcic https://creativecommons.org/licenses/by/4.0
THE IMPACT OF EFFECTIVE TRAINING PROGRAMS ON ORGANIZA-TIONAL PERFORMANCE IN THE DUBAI’S PUBLIC SECTOR
This study explores the impact of training and development programs on organizational performance within Dubai’s public sec-tor. Using a mixed-methods approach, data was collected from multiple government agencies through surveys, interviews, and performance evaluations. The findings highlight that well-designed training initiatives significantly enhance employee skills, boost job performance, and increase overall productivity while reducing work errors. Key success factors identified include aligning training programs with organizational goals, customizing content to meet employees' professional needs, and leveraging ad-vanced technologies for delivery. The research also emphasizes the public sector's unique responsibility to maintain public trust and achieve customer satisfaction, areas where Dubai has demonstrated commendable progress through its commitment to customer-centric strategies. The study underscores the influence of external factors, such as globalization, technological ad-vancements, economic conditions, and regulatory frameworks, on the effectiveness of training programs. Recommendations include regular updates to training initiatives, integration of innovative technologies, fostering a culture of continuous learning, and ensuring robust monitoring and evaluation mechanisms. The research concludes that sustained investment in employee training is essential for driving organizational excellence in the public sector. Dubai’s success serves as a model for leveraging training and development to achieve superior performance, adaptability, and public satisfaction.
Copyright (c) 2025 Usamah Aldehaim, Hassan Aldhuhoori, Ali Hasabelnabi, Sarah Alsereidi https://creativecommons.org/licenses/by/4.0
FEEDBACK 2.0: THE INTERPLAY OF TECHNOLOGY AND CULTURE IN SHAPING COMMUNICATION
This paper explores the role of feedback in shaping individual and collective identities. In modern society, identity is seen as a dynamic construct that is formed through interactions and communication with others. Analyzing the relevant literature from psychology and social theory, the paper addresses the question of how feedback, whether positive or negative, affects individu-als' self-perception and self-confidence. It also explores the impact of feedback on collective identity, emphasizing how open communication can improve group cohesion, while unclear or insufficient feedback can cause fragmentation within the commu-nity. This paper contributes to the understanding of the complex relationships between feedback and identity, providing insight into how identities are formed, redefined, and maintained in dynamic social contexts.
Copyright (c) 2025 Vesna Scepanovic https://creativecommons.org/licenses/by/4.0
APPLICATION OF E-LEARNING AT THE UNIVERSITY OF EDUCONS
This study examines the application of e-learning at the University of Educons, particularly focusing on the adoption of the Moo-dle platform and the development of a proprietary platform in response to the increased demand for online education during the COVID-19 pandemic. The research analyzes the effectiveness of these platforms in achieving the university's strategic goals, including enhancing staff training, providing access to modern scientific trends, introducing a transparent distance education system, and improving the overall quality of education. The study explores student perceptions and experiences with online learning, highlighting the positive reactions and the platforms' seamless integration into the teaching process. Furthermore, the research discusses the benefits of e-learning in terms of cost savings, flexibility, and accessibility for students who may not be able to participate in traditional classroom settings. The findings contribute to a broader understanding of the role and impact of e-learning in higher education, particularly in adapting to unforeseen circumstances and evolving educational needs. The study concludes by emphasizing the long-term potential of e-learning as a valuable investment for educational institutions and students alike.
Copyright (c) 2025 Dejan Supic https://creativecommons.org/licenses/by/4.0
THE ROLE OF NEUROMARKETING IN DECODING BRAIN STIMULI AND CONSUMER BEHAVIOR
This study focuses on the field of neuromarketing and its relationship with consumer behaviour. In a context where advances in neuroimaging and technology have allowed a detailed study of neuronal activity, neuromarketing emerges as a discipline that fuses brain science with marketing strategies. This new approach has revolutionized the understanding of sensory stimuli by interconnecting the five senses, emotions and consumer decisions. The research focuses on the application of neuromarketing techniques that help to understand how certain marketing stimuli can influence consumer behaviour and their purchasing deci-sion-making process. In addition, the concept of "applied organizational neuroscience" is addressed, highlighting a paradigm shift in the traditional marketing approach towards a deeper insight of the consumer mental processes. Through an analytical and documentary research, this study analyses the fundamental principles of neuromarketing, sensory marketing and consumer behaviour. It explores how brain processes influence consumer perception, decision-making, and emotional responses to de-velop the most effective marketing strategies. By a better understanding of those processes, this study provides key elements to stand out in an increasingly competitive and demanding market. The objective is to investigate the influence of neuromarketing on consumer purchasing decisions and to explore consumers' attitudes towards neuromarketing and its impact on purchasing decisions.
Copyright (c) 2025 Carolina Ayelen Paladino, Asli Cazorla Milla, Gricela Andrade-Ruiz https://creativecommons.org/licenses/by/4.0
ENTERPRISE MANAGEMENT IN THE CONTEXT OF DIGITAL TRANSFORMATION
Today, when managing an enterprise, managers face new requirements for high agility, flexibility. Such enterprise management in the context of digital transformation should contribute to the continuous improvement of the efficiency of production enterprises. One of the solutions, in our opinion, is the use of well-founded conceptual approaches of the production and economic system at the enterprise. Solving this problem will significantly improve of the enterprise. The paper presents the rationale for general approaches, the methodology of lean and flexible operational production, rapid response production, and digital production. An analysis of the comparative characteristics of management concepts for the development of the production and economic system of an enterprise is presented. Depending on the adoption of management decisions in the work, it is proposed to take into account the limitations when implementing the considered concepts of lean production and rapid response production, flexible production, and the concept of the factory of the future. The developed concept within the framework of the implementation of development projects in the main areas allows us to ensure the coordinated work of all structural divisions, which allows us to organize the effective activities of the enterprise when making management decisions in the conditions of digital transformation.
the concept of the factory of the future
Copyright (c) 2024 https://creativecommons.org/licenses/by/4.0
THE EFFECTS OF DIFFERENT MODELS OF LEADERSHIP IN CONTEMPORARY ORGANIZATIONS
Leadership is one of the key determinants associated with the success and failure of any organization. The characteristics of modern organizations are reflected in the radical changes that are taking place in society so that management and leaders must respond to them if they want to achieve established goals. For the purposes of the research, a survey questionnaire was conducted at the international level, examining leaders in various positions, of which there were a total of 102, of which there were about 72.55% of respondents are female, while the rest - 27.45% of respondents are men. The research achieved partially expected results, but it also turned out to be surprising results. The idea was to examine the correlation between effective leadership style in the company and the efficiency of employees; the correlation between the process of changing leadership styles in an organization with the increasing motivation of its employees; as well as the correlation between leadership style and the achievements of employees. The results indicate confirmation of the first two but challenge the last hypothesis. The results of the research can be a support for other scientists who want to further analyse leadership, organizations, leadership styles, and other elements in contemporary organizations.
ANALYSIS OF THE ONBOARDING AND ORIENTATION PROCESS OF EMPLOYEES IN CENTRAL SERBIAN ORGANIZATIONS
In this paper, the authors aimed to investigate the characteristics of the orientation and onboarding processes in organizations in Central Serbia. The main hypothesis, which was confirmed, is that there are statistically significant results in recognizing the activities of the onboarding and orientation processes. Based on this hypothesis, the primary goal of the paper was directed towards identifying the shortcomings of the onboarding and orientation processes of employees in the surveyed organizations. The study involved 127 respondents employed at all three management levels in 86 organizations in Central Serbia. The research results, among other things, indicate shortcomings in the employee orientation and onboarding processes, which represent the basis for its improvement to fulfill its primary function of contributing to gaining a competitive advantage.
THE IMPACT OF SUSTAINABLE HRM PRACTICES ON JOB PERFORMANCE IN UAE ORGANIZATIONS
This paper explores the relationship between sustainable human resource management (HRM) practices and job performance within the United Arab Emirates (UAE) healthcare industry. Drawing from the literature on sustainable HRM practices, the study examines the impact of sustainable selection processes, employee empowerment, and training on job performance. The findings reveal significant positive correlations between sustainable selection processes, employee empowerment, and train-ing with job performance. Structured interviews, internal promotion policies, and regular training opportunities were identified as key factors contributing to enhanced job performance. The study underscores the importance of sustainable HRM practices in fostering a motivated, capable, and high-performing workforce. Practical implications for organizations include developing transparent recruitment practices, providing opportunities for career progression, and fostering a culture of continuous learning and development. Future research should explore additional dimensions of sustainable HRM practices and investigate the impact of cultural factors on employee perceptions of HRM practices. Overall, this study highlights the critical role of sustaina-ble HRM practices in enhancing organizational performance and contributing to long-term success and sustainability.
RESEARCH ON EMPLOYEE MOTIVATION IN COMPANIES ON THE TERRITORY OF BELGRADE
A necessary condition for motivating people well is knowing people and the human psyche, and for this very reason, managers must spend much time with employees to discover the best incentive methods for each employee’s work. When it comes to motivation, it is based on the claim that if an employee is motivated to work and satisfied with his work environment, the customer will also be satisfied, and the company will operate successfully. Motivation is a subject area that has intrigued humanity since the earliest beginnings of the human species. Today, fortunately, we live in much better conditions, and at the same time, we face numerous new challenges in motivating our employees in their companies. Motivation is an internal driving force that drives us to achieve our goals and satisfy our needs. In order to operate successfully, all companies must find their optimal combination of material and non-material incentives for employees, which will depend on many factors: the sector in which they work, the competition in the market, the nature of work, and the structure of employees. The goal of every manager in a company should not be to motivate his people to perform averagely but to motivate his employees to perform above average.
THE STUDY OF THE RECRUITMENT AND SELECTION PROCESS IN COMPANIES IN THE STARA PAZOVA REGION
This paper delves into the recruitment and selection processes in companies situated in the municipality of Stara Pazova. The primary aim of this study is to comprehensively understand these processes, identify recruitment sources, and delve into the selection techniques employed by these companies. We believe that the findings of this paper will not only underscore the need for improvement in these processes but also provide a wealth of insights to companies in their endeavors to align these practices with their business strategies. Furthermore, we anticipate that this research will serve as a solid foundation for further exploration in this crucial field of human resource management.
THE SIGNIFICANCE OF INNOVATION AS A DEVELOPMENTAL ELEMENT OF AN ORGANIZATION – RESEARCH RESULTS
This paper explores innovation as a developmental element of an organization by examining various types of innovations and defining the concepts of innovation and innovativeness. The study also focuses on the role and significance of innovations in organizations, both in general business operations and specifically in the context of business in Serbia. Therefore, the paper clarifies the role and significance of innovations through macro and micro events. However, the paper is not solely confined to the framework of innovations. It also illustrates, using the example of digitalization as a means of establishing innovations, how these innovations specifically impact the operations of companies. A special section of the paper is dedicated to generating primary data. Through a questionnairebased survey, quantitative research confirms the theoretical assumptions. The significance of innovation, specifically digitalization, as a developmental element of an organization is demonstrated through the example of the company "KOŠ". The research results indicate that by assessing the innovative capacity of a company, it is possible to provide a comprehensive overview of the current state of the company and potential avenues for improvement.
Copyright (c) 2023 https://creativecommons.org/licenses/by/4.0
TRAINING AND DEVELOPMENT OF EMPLOYEES AS HUMAN RESOURCE MANAGEMENT ACTIVITIES USING THE EXAMPLE OF COMPANY “GORENJE” LLC BELGRADE
This paper focuses on the human resource management function and employee training, representing the organization's strategic effort to enhance employees' performance in their workplace. The emphasis is particularly on research regarding training and development in the company "Gorenje LLC Belgrade." Traditionally, employee training has been seen as a tool to teach employees specific skills and behaviors necessary for performing the job at a standard level of performance. However, in modern organizations, the focus of training is shifting towards aligning it with business needs and using it as a tool for knowledge creation and sharing. Employee development has become an increasingly significant activity within the human resource management function due to the globalization of the world economy, the growing need for leadership, the increasing importance of knowledge, the need to attract talented individuals, a stronger focus on quality, and rapid changes. Effective training must have clearly defined objectives, align with identified needs, be planned, and ensure the application of learning experiences. The ideal situation is when training meets both the organization's needs and the individual needs of employees. The goal of training is to eliminate any performance deficits on the employees' side in a short period.
THE ROLE AND SIGNIFICANCE OF BUSINESS STRATEGY IN CREATING BUSINESS INCUBATORS
The sector of small and medium-sized enterprises represents the most vital and economically efficient part of the economy and plays an increasingly important role in the implementation of structural reforms, especially in the function of creating new jobs and stimulating the growth of the overall economy. In recent decades, business incubators have been established as new models for developing small and medium-sized enterprises in developed countries, including ours. This paper aims to indicate the role and importance of business strategy in the creation of business incubators.