International Journal of Economic Practice and Policy

ULOGA VEŠTAČKE INTELIGENCIJE U PRODAJI I MARKETINGU

Klea Pashtranjaku — 2025-03-19

This paper presents a systematic literature review on the role of artificial intelligence (AI) in sales and marketing, using the PRISMA methodology. It explores the influence of AI on sales performance, customer relationship management, marketing effectiveness, and decision-making processes. The study provides a holistic view of how AI contributes to success in these fields, elucidating the connection between AI and professional success. This research offers opportunities to enhance recruitment, training, and development strategies, contributing to a deeper understanding of AI’s role in the competitive world of sales and marketing. By synthesizing existing knowledge, it paves the way for informed decision-making and strategic development in the industry.

EKONOMSKA VREDNOST LIČNIH PODATAKA U DIGITALNOJ EKONOMIJI

Mariya Paskaleva — 2025-03-19

Personal data can be seen as an economic asset generated by the identity and behavior of individuals who are traded in exchange for higher-quality services and products. The volume of stored personal data is increasing rapidly. In the two-sided market mechanism, online platforms act as intermediaries that collect consumer data and sell advertising slots to companies. Using personal data removes information asymmetries and contributes to the efficiency of online transactions. Consumers' lack of self-determination of personal data can lead to the uneven exchange of economic value. Unless appropriate measures are taken, such concerns about how data is used threaten to reduce individuals' willingness to share their personal information. Personal data can help businesses perform 'churn detection', identifying customers more likely to leave a retailer. Using such techniques, companies can implement marketing actions to increase customer loyalty. Detecting customer churn is important for businesses because the cost of retaining existing customers is usually lower than the cost of acquiring new customers. Targeted Internet advertising plays a useful informational role for users, as they can see adverts relevant to their potential unique interests. Voluntary data sharing by users is accompanied by explicit rewards and other promotional offers In the current study we explore the advertisements by the online platforms and their relation with personal data transfer. To explore the economic value of personal data, we apply a survey. Correlation analysis is applied.

SAVREMENI ASPEKTI KULTURE INOVACIJA U OBLASTI PREHRAMBENE INDUSTRIJE KAO DELA POLJOPRIVREDNO-PREHRAMBENOG LANCA

Plamen Ivanov — 2025-03-19

Innovation is the driving force behind the development of enterprises and is vital to their survival. Starting a new business is often accompanied by the discovery of new market niches, the offering of innovative products, or the launch of new approaches to satisfy consumer preferences. Within a constantly changing environment, enterprises need to build an innovation culture that ensures the preservation of the focus on innovation. This report reviews the current concepts of innovation culture and the factors that determine it. Special attention is paid to the specifics of food industry enterprises. The food industry is representative of the low-tech sectors in terms of research and development costs. However, as a result of global crises (climate change, military conflicts, and interrupted supply chains), the importance of the sector and its potential to offer quality and healthy food is growing. The study analyses the interrelationship between innovation culture and the level of innovation activity in the field of food production as part of the agri-food chain. On this basis, a model of an innovation culture in the field of food production is proposed. The report represents case studies of the practice of enterprises in the sector. The aim is to test the relevance of the model and to identify the main factors that help enterprises develop innovation-oriented behavior, as well as the barriers that prevent it. In the end, guidelines for further improvements of the model and ideas for further areas of research are proposed.

UTICAJ TURISTIČKOG MENADŽMENTA NA UPRAVLJANJE TURISTIČKIM PREDUZEĆIMA NA RAZLIČITIM TERITORIJALNIM NIVOIMA

Elena Petkova — 2025-03-19

Tourism enterprise management is part of tourism management. The successful management of the tourism enterprise that is performed by its managers depends on considering the trends and patterns of tourism management at the different territorial levels - global, supranational, national, regional, and local. That is why the managers of the tourism enterprise must know and comply with the managerial decisions, which are taken in the field of tourism at the different territorial levels. Management decisions in the field of tourism at the global, supranational, national, regional, and local levels have an impact on the functioning and management of the individual tourism enterprise. The paper examines the place of tourism enterprise management in the tourism management system at the different territorial levels. In this direction, important examples of how tourism management at different territorial levels (global, national, supranational, regional, and local) affects the management of the individual tourism enterprise are presented and analyzed. Particular attention is paid on the influence of tourism management in Bulgaria at the national, regional, and local levels on the management of tourism enterprises. As a result of the analysis, it can be concluded that with a view to achieving success tourism enterprise managers should consider the impact of tourism management at different territorial levels on tourism enterprises when developing plans and programs and making decisions as regards to both, general management and financial, marketing and personnel management.

UPRAVLJANJE FINANSIJSKIM RIZICIMA PREDUZEĆA

Aleksandar Savić — 2025-03-19

The market positioning of the company takes place in an increasingly complex and competitive environment. In this regard, financial managers must provide a series of instruments and functional methods for assessing the real situation and creating mechanisms that ensure economical and effective spending of funds with constant monitoring of the return-risk relationship. In this sense, the financing risk management system completely defines a new, multidimensional approach to the competitive game of companies on the market. They are, therefore, the perspective and vision of what one wants to achieve, but also the direction of movement towards the position that the company wants to reach in the modern high-risk market of countries in transition.

ULOGA INTEGRISANIH KOMUNIKACIJA U IZGRADNJI I ODRŽAVANJU UGLEDA KOMPANIJA

Alla Zinchenko — 2025-03-19

Under the conditions of uncertainty and rapid changes in the business environment, high competition, the prevalence of information and communication technologies, the reputation, which is formed thanks to the systematic communications of the company with various target groups and through the experience of interaction with it, plays an increasingly important role in the viability of the company. The article examines the global trends of today, which give impetus to the development of integrated company communications, which combine marketing communications, sustainable development communications, intra-organizational communications, crisis communications, etc. On the basis of numerous studies, the positive impact of integrated communications on the company's reputation is analyzed (according to the Global RepTrak 100 study, an annual ranking of the corporate reputation of the world's leading companies). The emphasis in the article is made on the need to use proactive communications, communication from the practices of sustainable development of companies, CEO communications and corporate communications aimed at changing the behavior of target groups.