Mednarodno inovativno poslovanje = Journal of Innovative Business and Management
Mednarodno inovativno poslovanje = Journal of Innovative Business and Management ISSN 1855-6175 was launched in 2009 by DOBA University of Applied Sciences, Maribor. The MIP=JIBM is open-access journal and platform for the exchange of knowledge and ideas of teachers, academics, researchers, students and other professionals who are in one way or another connected with the DOBA University of Applied Sciences. The MIP=JIBM is intended for social scientists, economists, professional public in the field of business and social sciences, researchers, students and academics and teaching staff - in fact all those who need modern information and innovative ideas in the field of international business management, management, organization, marketing, communication and other soft skills and modern forms of business education. All articles are double blind reviewed.
DOBA Fakulteta za uporabne poslovne in družbene študije Maribor
The authors retain rights under the Creative Commons Attribution-ShareAlike 4.0 International CC BY-SA 4.0. Authors assign copyright or license the publication rights in their articles, including abstracts, to MIP=JIBM. This enables us to ensure full copyright protection and to disseminate the article, and of course MIP=JIBM, to the widest possible readership in electronic format. Authors are themselves responsible for obtaining permission to reproduce copyright material from other sources.
Influencer marketing as a modern form of advertising
Today we live in a time of rapid change and modern technology. Smartphones, computers, and internet access have become part of our everyday lives, influencing the way companies advertise and sell their products. With the development of the internet and social media, new forms of advertising have emerged. One of them is influencer marketing. This means that companies collaborate with people who have many followers online and present their products or services through them. An influencer shows a product in their own way – based on personal experience – which feels more authentic and convincing, so people tend to trust them more. In recent years, influencer marketing has grown significantly, as it allows companies to connect with their target audience in a modern and more genuine way. This article presents how influencer marketing works, what its advantages and disadvantages are, and why this form of advertising has become so popular in the digital world.
influencers, digital advertising, social media, consumers, trust
Copyright (c) 2025 Tara Kreutz https://creativecommons.org/licenses/by-nc/4.0
Effect of artificial intelligence and automation on the supply chain
Artificial Intelligence (AI) and automation have become transformative forces in global supply chain management, fundamentally reshaping how organizations plan, produce, and deliver goods and services. This paper examines how AI driven technologies, machine learning, robotics, predictive analytics, and the Internet of Things (IoT) improve efficiency, resilience, and sustainability across supply networks. The study identifies AI’s critical role in optimizing logistics operations, forecasting demand, and managing risks through data‐driven decision-making. The analysis highlights both the advantages of AI implementation, greater accuracy, cost reduction, and enhanced agility and its challenges, including data integration, ethics, high investment costs, and workforce adaptation. The paper concludes with recommendations for strategic adoption of AI and automation to ensure competitiveness and sustainability in the evolving digital economy.
Artificial Intelligence, automation, supply chain management
Copyright (c) 2025 Marko Galić, Tomislav Horvat , Ana Marić https://creativecommons.org/licenses/by-nc/4.0
Analysis of the connection between the reward system and the perception of efficiency in sales management
The aim of this paper is to examine the relationship between satisfaction with the reward system and the perception of salary fairness of food industry sales management employees. The starting point is that employees do not value the reward only through the amount of salary, but through the perception of fairness and transparency. Quantitative research was conducted through a standardized questionnaire on a sample of N = 92 sales management employees in the Croatian food industry. Variables were measured on a Likert scale from 1 to 10, and the data were analysed using descriptive statistics, Spearman correlation and difference testing. An extremely strong positive correlation between reward satisfaction and the perception of remuneration fairness (ρ=0.981; p<0.01) was found, with almost identical mean values, and employees do not perceive these two variances separately. Fairness and transparency of the remuneration system are essential to maintain motivation and retain employees. The paper provides an empirical insight into the sales management of the food industry, a sector that is insufficiently researched.
compensation systems, wage fairness, employee motivation, performance management, sales management
Copyright (c) 2025 Zvonimir Filipović https://creativecommons.org/licenses/by-nc/4.0
Revitalisation of cultural heritage and historical objects: from fragility to sustainable management in tourism
Purpose of the article – the paper examines the revitalisation of historic buildings, focusing on financial sustainability, community involvement, and regional development beyond mere technical renovation. Research methodology – the study combines a review of domestic and international literature with a qualitative analysis of good practices, focusing on funding models, tourism integration, public-private partnerships, community roles, and digital technologies. Findings – the research shows that project success relies on diversified funding, strategic content planning, and the development of viable business models that combine public and private resources. Active community involvement and the use of digital tools—such as augmented reality—are also crucial in enhancing the appeal and long-term use of revitalised heritage sites. Practical implications – the findings provide recommendations for policymakers, heritage managers, and other stakeholders. Key suggestions include establishing a clear legal framework for public-private partnerships, offering financial incentives, promoting digital tools, and implementing targeted marketing strategies to transform abandoned heritage into vibrant community hubs. Originality/value – the paper combines international best practices with the Slovenian context to propose innovative and sustainable revitalisation approaches. It offers a comprehensive perspective on cultural heritage as a catalyst for local identity, social cohesion, and long-term regional development.
Copyright (c) 2025 Gregor Jagodič, Vita Petek https://creativecommons.org/licenses/by-nc/4.0
When tourism meets law:governing short-term rentals in Slovenia
Purpose of the article – is to provide insight into regulatory efforts concerning short-term rentals (STRs) of private accommodations for tourists in Slovenia. The study examines the perspectives of public sector representatives engaged in STR regulation and to synthesize the most recent governmental approach to STR regulation in new the Hospitality Act (HA). The article builds upon previous research on STR regulation in Slovenia initiated in 2018. Research methodology – adopts a qualitative research design. Data were collected through semi-structured interviews and in relevant secondary sources. The data were processed through content analysis, using coding and matrix techniques. Findings are presented descriptively and illustrated with tables and graphs. Findings – reveal the positions of public actors on the societal and tourism-related impacts of STRs, and their views on the regulatory framework. The synthesis of HA provisions is complemented by legal considerations, suggesting that establishing a definitive STR framework in Slovenia remains ongoing. Practical implications – The topic is relevant for Slovene tourism in light of recent governmental attempts, spanning a decade, to establish a coherent STR framework. Originality/Value – The study emphasizes the role of legal frameworks in sustainable tourism. By bridging tourism and law, it contributes to an underexplored scholarly field
tourist accommodations, technology-based business models, short-term rentals, Airbnb, regulations, Hospitality act
Copyright (c) 2025 Saša Zupan Korže, Saška Štajnmec https://creativecommons.org/licenses/by-nc/4.0
Responsibility in the post-crisis organizations: strategic shifts in internal communication for sustainable and resilient organizational culture
Purpose of the article: This paper explores the evolving role of coaching as an internal communication tool in advancing responsibility as part of public relations goals, particularly in the post-crisis era. Originality/Value: By revisiting and upgrading a study initially conducted in 2019, the study specifically investigates how coaching is currently integrated into internal communication practices in Slovenian organizations, its influence on enhancing personal and organizational responsibility, its role in alignment with sustainability strategies, and its perceived effectiveness after crises such as COVID-19 and social unrest. Furthermore, it contextualizes these findings within the framework of ESRS, especially the social (S) dimension of the CSRD directive. Research methodology: Using a quantitative and qualitative approach, the study aims to identify shifts in managerial attitudes, communication structures, their responsibility and their contribution to fostering sustainability in times of uncertainty. Findings: The findings emphasize the growing importance of structured internal communication—and coaching as one of its tools—as a means of cultivating personal and organizational responsibility, enhancing employee value, and fostering resilient, sustainable organizational cultures. Practical implications: The study contributes to theoretical understanding and provides practical guidelines for embedding coaching in communication strategies to support long-term organizational resilience.
internal communication, coaching, sustainability, public relations, organizational resilience
Copyright (c) 2025 Natalie Cvikl Postružnik, Nina Lesar, Tjaša-Ana Buček https://creativecommons.org/licenses/by-nc/4.0
Impact of COVID-19 on foreign direct investment in the European Union
Background: The COVID-19 outbreak affected foreign investment worldwide, and the European Union (EU) suffered a more pronounced drop in foreign direct investment (FDI) compared to other world areas. Objectives: This paper examines the pandemic's impact on FDI in EU Member States, considering the influence of macroeconomic variables and policy responses on FDI behavior. Methods/Approach: Based on quarterly data (2020Q1–2023Q4) retrieved from Eurostat, OECD, and UNCTAD, the research employs descriptive statistics, as well as the panel regressive approach to examine FDI tendencies, the change in the composition of flows, and the role of macroeconomic and institutional factors. Results: The results indicate that the worse the severity of COVID-19 is, the less FDI performance will be, especially in manufacturing and tourism. However, investment in digital and green sectors held up. Recovery mechanisms at the EU level and national screening regimes affected the dynamics of investment, indicating that there will be structural changes in location and internalization advantages in the post-pandemic period.
foreign direct investment, European Union, COVID-19, macroeconomic factors, policy response, sectoral shifts
Copyright (c) 2025 Vito Bobek, Romana Korenič, Tatjana Horvat https://creativecommons.org/licenses/by-nc/4.0
The presence and impact of different board characteristics on the performance of the private companies in Kosovo
In the recent years, corporate governance has garnered significant attention, evolving into a notable topic for discussion. Over the past decade, the behaviour and conduct of boards of directors have taken an extraordinary dimension. Moreover, the unpredicted and unprecedented outbreak of the COVID-19 pandemic underscored the significance and the role of the business leaders, especially of the boards of directors. The purpose of this research is to study the presence and influence of various board characteristics on the performance of private companies in Kosovo. The research explores the relationship between board presence, board size, board independence, board composition, gender diversity, and the performance of these private companies in Kosovo. The research uses a quantitative approach, surveying large and medium-sized companies. A sample of 61 companies was selected to examine the correlation between board characteristics and company performance indicators such as Return on Equity (ROE), sales and profit. The findings show that 70% of the companies in the study have a board of directors. The results indicate that the presence of a board, as a proxy for adopting corporate governance practices, has a positive and significant impact on company performance. However, these boards often lack independence, being largely dominated by family members. Furthermore, gender diversity is limited, with women occupying only 17% of the total board seats. This research is expected to serve as a valuable guide and practical reference for policymakers, company owners, boards of directors, and top management teams, to comprehensively assess and facilitate improvement of the understanding of corporate governance in Kosovo.
corporate governance, board of directors’ presence, board of directors’ characteristics, private companies.
Copyright (c) 2025 Gjyshinca Peja Merita https://creativecommons.org/licenses/by-nc/4.0
A domain-independent review of explainable AI’s role in facilitating innovation and creativity in organizations
Explainable Artificial Intelligence (XAI) offers transparency and interpretability in AI systems, addressing the opacity of traditional models. This review examines how XAI fosters innovation and creativity in organizations by enhancing decision-making, trust, and collaboration across diverse domains such as healthcare, manufacturing, and agriculture. Thematic analysis of relevant literature reveals that XAI builds stakeholder confidence, promotes ethical practices, and bridges gaps between technical and non-technical teams, encouraging inclusive problem-solving. While this study highlights significant short-term benefits, future longitudinal research is necessary to explore XAI’s long-term impact. This paper provides insights for academics, practitioners, and policymakers, emphasizing XAI's potential to foster innovation.
Copyright (c) 2025 Miha Lavrič, Aurora Lea Lavrič https://creativecommons.org/licenses/by-nc/4.0
Comparative analysis of the impact of marketing strategies on sports documentary series
Over time, sport has ceased to be merely entertainment and has become a significant factor influencing the economy. Several important themes related to sports marketing include various tools and strategies, sponsorship and partnerships, and media and digital transformation. Consumer behaviors and the economics of sports and trends also differ. The research area of this paper was to investigate the impact of documentary series about athletes on viewers from a marketing perspective as a new trend in marketing strategies. The study examined how documentary series affect the popularity of athletes and how viewers perceive the emergence of documentary series about athletes as their promotion, whether the audience's perception changes after watching the series, and whether they prefer watching documentary series about individual athletes or sports teams. The effects of different marketing strategies of two documentary series about an individual athlete and a sports team were comparatively analyzed. The research was conducted using a quantitative method, a survey technique with an online questionnaire. The sample was selected by simple random sampling within online sports communities, and the target group consisted of active and former athletes in Croatia. The research covers various aspects of sports marketing and connects the film industry with marketing strategies.
sports marketing, athlete branding, documentary series
Copyright (c) 2025 Lucija Sekulić-Škopić, Tina Vukasović https://creativecommons.org/licenses/by-nc/4.0
The importance of economic literacy and an analysis of the level of economic knowledge
Purpose — The paper examines the level of economic literacy among students of a Slovenian social sciences faculty and highlights its importance for understanding micro- and macroeconomic concepts, making informed financial decisions, and engaging in active citizenship. Methodology — The research is based on a quantitative methodological approach using a questionnaire that includes demographic data and specific economics-related questions. Three hypotheses were tested: differences based on gender, political orientation, and generational groups. Findings — The results showed a low average level of economic literacy (47% correct answers). No statistically significant differences were found with regard to gender, political orientation, or generational group. Students performed best on questions related to basic financial concepts, while the poorest results were recorded on questions concerning fiscal policy and government measures. Practical implications — Based on the findings, it is recommended that educational programmes include more content related to current economic issues and that curricula be adapted to the needs of the modern economy. Originality/Value — This is the first such study of economic literacy conducted on a sample of Slovenian students. It fills an important research gap and provides empirical evidence that can support educational changes and the development of targeted measures to improve economic literacy among young people.
economics, literacy, economic knowledge, educational programmes
Copyright (c) 2025 Andraž Konc https://creativecommons.org/licenses/by-nc/4.0
Integrating ESG and AI in higher education: a conceptual framework for curriculum innovation
This paper examines the challenges and opportunities of integrating Environmental, Social and Governance (ESG) principles with artificial intelligence (AI) tools in higher education (HE), particularly in finance and business-related study programmes. Drawing on a structured review of recent academic literature and informed by insights from the Erasmus+ GenESG project, it identifies four key systemic gaps that hinder effective implementation: lack of standardised ESG frameworks, weak interdisciplinary integration, ethical uncertainties surrounding AI use, and low student engagement with sustainability topics. The paper argues that addressing these challenges requires a holistic rethinking of curricula, combining ethical, digital, and sustainability literacies. Through an analysis of pedagogical approaches and institutional barriers, it offers recommendations for more coherent and future-oriented ESG teaching in higher education (HE), grounded in interdisciplinary, practice-based, and ethically aware strategies.
ESG education, higher education, sustainable finance, artificial intelligence in education, interdisciplinary learning
Copyright (c) 2025 Tina Vukasović, Liliya Terzieva, Elenita Velikova , Justyna Tomala, Michael Murg, Anita Maček https://creativecommons.org/licenses/by-nc/4.0
Strategy implementation in private equity funded companies
Research exploring strategy implementation in the context of private equity funded companies is sparse. Addressing this gap, this study has inquired into the cooperation between the key stakeholders of a recently acquired portfolio company and the acquiring private equity firm during the portfolio company’s four-year holding period. The research is grounded in the Strategy as Practice (SAP) paradigm and utilizes an insider action research method. By using this approach, it was possible to uncover unique insights on micro-level processes and action as well as rich narratives. From this data, an empirically grounded and explanatory strategy implementation framework was developed. This contains three dimensions including a Strategy Process Dimension, a Leadership Dimension, and a Value Creation & Growth Dimension with distinct phases and structural elements. Additionally, 8 novel research propositions could be identified. This study is a rare attempt to immerse into a private equity context. Based on for the context novel participatory approaches, important contributions to strategy implementation research are made (including in terms of approach) and additionally contributions to the SAP and buy-out literatures are made.
business performance; strategy implementation; private equity; strategy as practice; insider action research
Investment analysis of companies for understanding the competitiveness of a municipality of Ribnica
The authors explain how policy and development represent a framework for regional development. In the empirical part, the authors analyzed the economic development and competitiveness of the municipality based on an online survey previously distributed to active economic operators in the municipality. The research examined the vitality of companies, their orientation and compliance with new EU guidelines, their investment activities, their sources of funding, their ability to obtain state subsidies, and their cooperation with local and regional authorities. The paper shows that the municipality of Ribnica ranks in the top half of the municipalities based on its development and competitiveness.
economic development, funding, investment activities, competitiveness, municipality of Ribnica.
Copyright (c) 2023 Vito Bobek; Miha But; Tatjana Horvat
Social networks in non-profit organizations
The purpose of this paper is to define the communication, communication process, the concept of social networks and non-profit organizations, with special emphasis on how non-profit organizations use social networks for their work. Social networks are a form of everyday private or business communication. There are different types of social networks, and some of the most popular are: Facebook, WhatsApp, Messenger, Instagram, YouTube, TikTok. The goal of public relations is to provide the organization with an environment in which it will function best and where it will have the opportunity to build its reputation. In the second part of the paper, research methodology is to give through a comparative analysis of the use of social networks as a communication tool in the interpersonal communication of non-profit organizations with users. A descriptive analysis was conducted between ten non-profit organizations in the Republic of Croatia. Conducted analysis has shown that non-profit organizations use social networks in their daily work, for communication, but also for transparency of their work. In further research it would be advisable to detect who are stakeholders in such communication process and what is their opinion or suggestions for non-profit organization.
Internet, public relations, non-profit organizations, social networks
Copyright (c) 2023 Ivana Vidak, Dejan Tubić, Martina Kovačević
Data Lakehouse: Benefits in small and medium enterprises
This article argues that the collection and processing of structured and unstructured data is necessary in small and medium-sized enterprises to advance in the business. The architecture, as it is known today, of a Data Warehouse is superseded by the larger Data Lakehouse. It is based on open data formats with direct access and has excellent support for machine learning and data science. To the enterprises that currently process only structured data, so they are technologically behind the competition, Data Lakehouse can help to solve big challenges based on Data Warehouses and Data Lakes, including data obsolescence, unmanageable data, and misplaced data. In the article it is presented how small and medium-sized enterprises are choosing to make a technological shift in the direction of Data Lakehouse, which helps them with strategic decisions and further steps in the enterprise for faster growth and development.
Data Lakehouse, Data Warehouse, Data Lake, Data Analysis, Enterprise
Evaluation of financial situation of Slovak businesses after 2020
The aim of the article is to evaluate the financial situation of businesses in the Slovak Republic after 2020 through selected economic indicators. We focus on small and medium – sized enterprises. We used available secondary data to characterize the development of basic economic indicators describing the economic situation of businesses. Moreover, we surveyed whether the businesses managed to cope with the increased inflation. According to our findings, the unfavourable economic situation caused by the pandemic had a negative impact on the creation of added value in the business sector in 2020. In 2021, there was a revival of economic activity, which was reflected in the increased creation of added value, as well as in the positive development of other economic indicators. As for the impact of inflation, businesses were on average able to transfer rising costs into sales.
inflation, business, financial stability
In this paper, we discuss the education of women entrepreneurs in different life stages. Education is one of the most widely used indicators of human capital. We assume that there are significant differences among women entrepreneurs at different stages of their lives, in the Early Career and Idealistic Achievement phase, Mid-Career or phase of Pragmatic Endurance, and thirdly, Advanced Career or Reinvention and Recontribution phase. Entrepreneurial women are well aware of and value the knowledge of their businesses. A sizable portion of female entrepreneurs is pursuing higher levels of education and training throughout their careers. A rather low index of business training before starting entrepreneurship and also a low index of ongoing training in business areas, especially in the area of ​​business strategies and management, may mean that this is one of the weak points of female entrepreneurship in our country. Based on the findings of this research we also suggest that educating and promoting entrepreneurship among highly educated female professionals is a challenge to policymakers.
Copyright (c) 2022 Mateja Vadnjal, Jaka Vadnjal
Comparative analysis of tourism indicators for Croatia and selected competitive countries
An increasing number of countries are investing in the development of tourism, thus becoming a key driver of socioeconomic development. The effects of tourism are realized through foreign exchange revenues, job creation, and the development of local and national infrastructure. As an international trade service, inbound tourism has become one of the world's major trade categories. Tourism in Croatia is considered an important investment driver and a generator of growth in the national economy. Addressing and development on a competitive basis are determined by the unfavorable macroeconomic environment and business climate in the country. Today's business world is characterized by accelerated development and competitiveness of companies that must stimulate profitable development, measure value creation and continuously learn from success, because only such companies can succeed. The aim of the paper is to show the economic effects of tourism and show the position of Croatian tourism in relation to competitive countries, in order to confirm the hypothesis that Croatia is a strong competitive country.
tourism, competitiveness, economic effects, economy
Performance drivers in the hospitality industry: evidence from Slovenia and Croatia
Purpose of the article – The aim of this paper is to identify key elements that drive performance in the field of hospitality and to test their impact on performance on the sample of hospitality companies in Slovenia and Croatia. Research methodology – Extensive literature review and content analysis contributed to the list of 30 drivers of hospitality performance that have been evaluated through Delphi method. In quantitative study, final list of drivers is linked to performance data on the sample of hospitality companies from Slovenia and Croatia. Findings – Hotel managers evaluated service quality, segmentation, and customer satisfaction as the major performance drivers. Further analysis showed that there is no single driver of performance that is relevant for any hospitality company. Cluster analysis offered five groups of companies that focused on their specific mix of performance drivers. Practical implications – The research offers a holistic view on the field of performance drivers while offering guidelines for industry practitioners when deciding where to focus to achieve targeted performance. Originality/Value – Studies so far focused on testing a single or a few drivers on hotel performance. From this point of view, this research is a stepping-stone in the area.
hotel performance, performance drivers, resource-based theory
Copyright (c) 2025 Valentina Božič https://creativecommons.org/licenses/by-nc/4.0
Integrating cognitive rehabilitation into comprehensive care for patients with multiple sclerosis: theoretical foundations, clinical practices, and future directions
Cognitive impairment is a common and significant feature of multiple sclerosis (MS), often present even in the early stages of the disease. Despite its prevalence, it frequently remains overlooked and inadequately addressed in clinical practice. This article explores contemporary approaches to cognitive rehabilitation in MS, emphasizing the integration of neuropsychological expertise, individualized treatment, and the role of interdisciplinary teams. Based on a literature review, it presents the main characteristics of cognitive changes, assessment approaches, and intervention strategies, including computer-assisted programs, metacognitive techniques, and ecologically oriented methods. The article advocates for the systematic incorporation of cognitive rehabilitation into routine practice and highlights the need for greater accessibility, standardized procedures, and research-driven development in the future.
cognitive rehabilitation, multiple sclerosis, neuropsychology, cognitive reserve, interdisciplinary care
Copyright (c) 2025 Estera Žalik, Anja Rakuša Brus https://creativecommons.org/licenses/by-nc/4.0
The impact of digitalisation on the business operations of tourism companies
Purpose of the article – this article examines how digitalisation influences business operations in tourism companies across multiple dimensions, including marketing, reservation management, customer communication, and internal information systems. The study addresses gaps in understanding the comprehensive implementation of digital technologies in tourism. Research methodology – The research employed a qualitative approach through semi-structured interviews with eight tourism industry experts holding positions as hotel managers, sales and reservations managers, and marketing managers. Data was collected in January 2025 and analysed using thematic coding based on the theoretical framework. Findings – reveal that digitalisation significantly enhances operational efficiency, enables precise audience targeting, facilitates personalised customer communication, and improves strategic decision-making through data analytics. While social media and online booking platforms are widely adopted, advanced technologies like AI and VR face implementation barriers due to cost constraints and knowledge gaps. Practical implications – Tourism companies should invest in regular employee training, develop internal digital competencies, implement integrated information systems, and strategically manage dependencies on external platforms while addressing data security concerns. Originality/value – This study provides a holistic analysis of digitalisation's impact across multiple business functions in tourism companies, highlighting the interplay between technological adoption and organisational culture, unlike previous research that focused on isolated digital tools or specific business aspects.
digitalisation, tourism management, digital marketing, reservation systems, tourism innovation
Copyright (c) 2025 Gregor Jagodič, David Jagodič, Mitja Gorenak https://creativecommons.org/licenses/by-nc/4.0
Trust in the age of artificial intelligence: a framework for privacy protection in personalised marketing
Understanding the role of first-party data and AI is crucial in today’s personalized, data-driven economy. First-party data—collected directly from users with consent—enables effective personalization but also raises ethical and legal concerns. This conceptual paper reviews academic literature on personalization, privacy, and AI ethics in marketing, supported by 2025 iPROM research on Slovenian companies' use of consumer data in digital advertising. A conceptual framework is developed around trust, linking consumer perceptions of trust, fairness, and autonomy. It shows how privacy technologies, quality data management, and regulatory compliance contribute to ethical personalization. The research asks: How does data management maturity impact the perceived ethics of AI-driven marketing personalization? The paper proposes research directions and encourages responsible, consumer-centric strategies that align personalization with privacy and regulation.
first-party data, personalization, consumer trust, privacy-enhancing technologies, artificial intelligence
Copyright (c) 2025 Maja Gorjanc https://creativecommons.org/licenses/by-nc/4.0
How to push oil and gas companies to realise climate change mitigation
Purpose of the article – The article aims to provide guidance to governments, companies and civil society for real-world sustainable market transformations. Research methodology – Sustainable market transformations (SMTs) are key to creating long-term sustainable development. Literature on sustainable market transformations focuses on how markets can move from unsustainable to more sustainable. We apply the Sustainable Market Transformation Framework (SMTF) to the Oil & Gas sector in Europe (2017-2022). To analyse whether and in which way a sustainable market transition is unfolding, we use Lessig’s Modalities theory (1998). Lessig identifies four regulators— Market, Law, Architecture and Norm —that influence behaviour of individuals and organisations. Findings –While the regulator Law has actioned the sector towards Phase 1, it is the interplay between the Norm and Market that dictates the pace. Since 2019, a shift occurred, underscoring the primacy of the regulator Norm as the principal driver of industry behavior. The role of Architecture proves to be more of a passive factor. It is the nuanced interplay between the regulator Norm and Market that ultimately shapes the speed and direction of the companies within the sector during 2017-2022. Practical implications – We recommend that strong influence be exerted by governments, other companies, civil society organizations to influence the cultural Norms in the sector. The regulator Law can assist therein as Law can directly and indirectly drive the other three regulators. Originality/Value – The findings provide guidance for real-world sustainable market transformations. It also deepens the conceptual understanding of the SMTF by developing a research protocol that can be used by other researchers to examine other (high-risk) sectors over time.
sustainable market transformation framework (SMTF), Lessig’s modalities theory, oil and gas sector
Copyright (c) 2024 Rebecca Scholten, Anaїs Stekelenburg , Tineke Lambooy, André Nijhof
The generational tourist: how age cohorts influence travel product choices
Purpose of the article – The purpose of this article is to explore the correlation between generational values and tourism product selection. It addresses the scientific problem of how socio-historical experiences influence consumer behaviour in the tourism sector. The goal is to identify distinct patterns among Baby Boomers, Generation X, and Generation Y that affect travel preferences including price sensitivity, trip duration, travel style, and desired levels of autonomy. Research methodology – A two-step research methodology was applied. In the first step, a codebook was created based on the catalogue of trips from a cooperating travel agency. Trips were categorized by seven characteristics such as type, length, and autonomy. In the second step, a dataset of 9605 travellers was analysed using SPSS 24. Generational cohorts were determined based on age, and correlation and cross-tabulation analyses were conducted to uncover significant patterns. Findings – The findings reveal significant generational differences in tourism preferences. Younger tourists (Generation Y) exhibit higher price sensitivity, prefer shorter and more autonomous trips, and show a stronger preference for city breaks. In contrast, Baby Boomers tend to favour more expensive, longer, and organized travel experiences. Generation X occupies a transitional position, showing moderate preferences across all categories. Practical implications – The results offer actionable insights for tourism providers and marketers. Understanding generational values enables travel agencies to tailor their offerings more effectively, segment their markets, and design targeted experiences that align with customer expectations, thus improving satisfaction and loyalty. Originality/Value – This study offers a novel contribution by empirically linking generational theory to concrete travel behaviour using a large dataset. Unlike previous studies that focused on general consumer behaviour, this research provides specific insights into generational travel preferences in the European market context.
Copyright (c) 2025 Mitja Gorenak, Janko Virant, Tomi Špindler https://creativecommons.org/licenses/by-nc/4.0
Gross capital flows as a superior metric in explaning capital flows and allocation in the EU: evidence from 1995-2018
Research on Lucas’s paradox and the allocation puzzle has not reached a consensus on which type of capital should be used to study the magnitude and direction of capital flows. With limited exceptions, the analysis of Lucas’s paradox and the allocation puzzle has predominantly relied on net capital flow variables, as opposed to gross capital inflows and outflows. The frequent inconsistencies in the conclusions of numerous studies may be attributed to variations in variable selection and the lack of precise definition of the chosen variables within the models. The primary objective of this study is to ascertain the appropriate capital flow measure for empirical research of these phenomena. The study was conducted on EU member states and it examined the stability and procyclicality of gross inflows and outflows, as well as net capital flows. The findings strongly suggest that gross capital flow categories should be employed in such analyses, and the conventional reliance on net capital flow variables should be abandoned.
net capital flow, gross capital flow, Lucas paradox, allocation puzzle
Copyright (c) 2025 Tajana Toš https://creativecommons.org/licenses/by-nc/4.0
A case study of the collaborative design of business curriculum on the Slovenian-Italian border for intercultural management adult students
This case study examines the impact of cross-border business curriculum design in the Slovenian-Italian border region, focusing on a MA-level program in Intercultural Management delivered in the twin cities of Nova Gorica (Slovenia) and Gorizia (Italy). The program was co-designed to foster cross-border exposure and develop students’ competencies for navigating complex regional business environments. The instructional design was built on four key pillars (4-pillar ID model): collaborative curriculum design, contextualized learning, immersive cross-border exposure, and personalized learning, and was piloted with adult learners. The study was conducted in three phases (2022–2024). Phase one analyzed reflective narratives from 86 Slovenian MA business students; phase two used a short quantitative self-assessment of cross-border competencies; and phase three involved a pilot survey with 25 participants, using a pre- and post-test design. Findings indicate that this 4-pillar ID model of cross-border curriculum significantly enhanced students’ development across three competency domains: (A) Cross-Border Attitudes – increased openness and curiosity in intercultural contexts; (B) Cross-Border Knowledge – improved understanding of geopolitical dynamics, historical legacies, and legal-economic frameworks; (C) Cross-Border Skills – strengthened capabilities in conflict management, comparative thinking, and frame-shifting for intercultural business contexts. The pilot survey showed a measurable increase in students' knowledge and attitudes following cross-border engagement. These findings suggest that cross-border curricula, when carefully designed, can foster essential competencies for business professionals operating in multicultural and transnational settings. The model has broad relevance and can be adapted by institutions in other border regions seeking to enhance regional integration through education.
cross-border business curriculum, regional business environments, curriculum design, cross-border exposure, instructional design
Copyright (c) 2025 Svitlana Buko, Giustina Selvelli https://creativecommons.org/licenses/by-nc/4.0
Influence of the brand on consumer decision-making
A brand is a way to identify and distinguish a business from its competitors in the market. It is more than just a name or logo. It is the whole experience a consumer has with a company. This study was conducted to find out the role and influence of the brand on all three types of brand elements such as (name, color, and value) on the dependent variable consumer decisions. The importance of our research is that people can have a clear understanding of brands and how brand elements change their decision-making attitudes. A Google form survey was used in this study to collect data from several residents of the Kurdistan Region in each of the cities of Erbil, Sulaimani, Kirkuk, Duhok, and Halabja, they aged between 18 and over 50 years old by taking a simple random sample. About 175 responses were received through the questionnaire. After analyzing the data through SPSS and using correlation and regression models. The study found that there is a strong positive relationship between all three independent variables and the dependent variable consumer decisions and also researcher found that there is a strong impact on the (name, color, value) consumer decisions. The study shows a positive impact on consumer's decision by the brand elements (color, name, and value) to choose a car. It was found that brand elements such as (value, name, and color) play a role in consumer decisions to choose a successful brand. This will help this study to choose cars from a successful brand by having the elements of value and color brand name. Consequently, this study shows that brand elements were able to influence consumers’ purchase decisions and encourage them to become more brand savvy and brand important.
brand elements, brand vehicle, brand colour, brand name, brand value, consumer, purchase decision
Copyright (c) 2025 Ary Gharib, Saeed Sarkar, Abduljabar Jabar, Mhamad Rekan https://creativecommons.org/licenses/by-nc/4.0
Strategic planning for smart cities: a case study of Maribor's transformation based on existing strategies
Background: Maribor faces challenges in transitioning to a smart city, requiring strategic planning that integrates technology and sustainability. Objectives: To develop a comprehensive strategic framework for Maribor's smart city transformation. Methods/Approach: Qualitative methods, including interviews with stakeholders, document analysis, and comparative case studies with other cities, were used to assess Maribor’s strategic needs. Results: Key findings emphasize the need for infrastructural upgrades, public-private partnerships, and community engagement, offering actionable recommendations for sustainable urban development.
smart city, strategic planning, sustainable development, public-private partnerships, urban infrastructure, community engagement, Maribor
Entry of a Slovenian product into the Croatian market: an example of the Hair Food Oil Elixir product
This article examines the expansion of the Hair Food Oil Elixir product of the Slovenian company Méra Collection to the Croatian market. Slovenian company Méra Collection introduced its product Hair Food Oil Elixir, which was an instant sales success upon its release in November 2021. The product also received the prestigious title of the best hair care product from Cosmopolitan magazine. It is an innovative product composed of five specially selected hair oils, providing nourishing care and a pleasant scent. Users have expressed great satisfaction with the product, suitable for both deep treatment and daily use, while also protecting hair from chlorinated water and salt. The strategy for entering the Croatian market focuses on indirect export, involving a local intermediary in the international exchange process. This allows the company to mitigate risks, reduce costs, and maintain its existing marketing strategy. However, it also presents challenges such as additional costs and a lack of control over the marketing landscape. In adapting the product for the Croatian market, key aspects include localizing packaging and product information in Croatian. Distribution would target major distribution centers like Zagreb, with an increased emphasis on online sales. Promotional activities would target larger shopping centers, online platforms, and social media, with collaboration with local influencers and media playing a crucial role.
cosmetics, hair care, Croatian market, entry, distribution, international marketing