ENTRENOVA - ENTerprise REsearch InNOVAtion Journal
ENTRENOVA - ENTerprise REsearch InNOVAtion is dedicated to examining, comprehending and discussing the economic, management, organizational, marketing and other issues related to innovation, information technology, and R&D, driven by enterprises.
IRENET, Society for Advancing Innovation and Research in Economy
MLP Neural Networks vs. Logistic Regression: A Comparative Study of Customer Churn Prediction in Bank Marketing
Customer churn is a recurring problem in bank marketing, and there are several machine learning approaches that can help. This paper compares two of them: a Multilayer Perceptron (MLP) neural network and logistic regression. We used the UCI Bank Marketing dataset, which has 41,188 client records from direct marketing campaigns run by a Portuguese bank between 2008 and 2013. Training and evaluation were kept the same for both models. We adjusted class weights to deal with the imbalance, since only about 11 percent of clients subscribed. Performance was measured with precision, recall, F1-score, and ROC-AUC. The MLP did better on the main metrics, specifically recall for the positive class and ROC-AUC, but not by much. Logistic regression actually performed better on overall accuracy and a few other measures. It also has the benefit of being easier to interpret. What this suggests is that on structured tabular data, a more complex model does not automatically translate into better results.
Copyright (c) 2025 Tomislav Medić, Mirjana Pejić Bach, Antonio Pavlečić https://creativecommons.org/licenses/by-nc/4.0
Guests' Perception of AI Adoption in the Hospitality Industry
Artificial intelligence has changed the hospitality industry, which relies heavily on human interaction. This paper explores the factors influencing the adoption of artificial intelligence, focusing on technological anxiety, perceived trust, anthropomorphism, perceived intelligence, hedonistic motivation, and objection to AI use. Data were collected from 269 hotel guests through a structured online questionnaire and analyzed using multiple linear regression. The results show that technological anxiety and objection to AI use significantly and negatively affect AI adoption, while perceived trust, perceived intelligence, and hedonistic motivation have significant positive effects. Anthropomorphism was not a significant predictor. These findings underscore the importance of emotional, cognitive, and experiential factors in shaping guest attitudes toward AI services. The paper provides practical recommendations for hotel managers to enhance AI adoption by addressing psychological barriers and promoting trust, intelligence, and enjoyment in AI-based interactions.
Business Administration & Business Economics, Marketing, Accounting
Copyright (c) 2025 Ana Čuić Tanković, Marina Perišić Prodan, Marija Mesaroš https://creativecommons.org/licenses/by-nc/4.0
Reporting According To EU Taxonomy Criteria
Due to the increasing importance of sustainability and ESG concepts in global business, companies strive to operate in an environmentally, socially, and economically responsible manner, integrating the fundamental principles of sustainability into their business processes, operations, and strategies. The goal of sustainable business is to grow and develop the company with minimal negative impact on the environment, society, and the economy. With the European Green Plan, the main goal of the European Union (EU) is to reduce greenhouse gas emissions and achieve climate neutrality by 2050. It is precisely for this reason that the EU Taxonomy, a tool for assessing the sustainability of business activities, was created and defined. The EU taxonomy is a regulatory and classification framework that provides clear information on which investments and activities are sustainable and guidance for companies on reporting their compliance with sustainability criteria. Reporting under the EU taxonomy represents a significant challenge for companies, while, on the other hand, it imposes an obligation on companies regarding their activities and their impact on environmental, social, and governance components. Reporting under the EU taxonomy and its criteria aims to increase transparency into sustainable growth and development for organizations and society as a whole. This paper aims to investigate and analyze the importance and role of reporting, as defined by the EU taxonomy, as an instrument for improving corporate governance, and its connection with non- financial reporting (ESG) and the CSRD directive.
Copyright (c) 2025 Ivana Martinčević, Goran Kozina, Katerina Fotova Čiković https://creativecommons.org/licenses/by-nc/4.0
Impact of Environmental, Social and Governance Framework Implementation on Business Performance in Hospitals: A Comprehensive Analysis
The value of employing Environmental, Social and Governance (ESG) frameworks is now more widely understood to be essential for driving better business performance and sustainability in healthcare. The purpose of this study is to use the large-scale survey data and comprehensive surveys conducted in an overview article on previous evaluative researches about hospital performance based ESG principles. These key statements were developed in view of the perceived ESG influence on staff's attitude as agree or disagree. The results show a positive association, but there are still challenges in executing the program.
Copyright (c) 2025 Biljana Marković, Iva Rosanda Žigo https://creativecommons.org/licenses/by-nc/4.0
Analysis of 4G and 5G Networks for IPTV Transmission in Albania: Evaluating Key Factors
The increasing demand for high-quality multimedia services has heightened the need for robust, high-speed wireless networks. Internet Protocol Television (IPTV), as a key multimedia service, relies heavily on network performance to deliver seamless content to end-users. In Albania, 4G networks have long supported IPTV delivery across most urban and some rural areas. However, the advent of 5G promises significant improvements in bandwidth, latency, and reliability—factors critical to IPTV performance. This paper presents a comparative analysis of 4G and 5G networks for IPTV transmission in Albania, evaluating their capabilities in terms of network efficiency, infrastructure readiness, and user experience. The study also highlights the essential role of the Electronic and Postal Communications Authority (AKEP) in regulating and facilitating the transition to 5G. Through this analysis, the paper aims to inform stakeholders about the potential benefits of adopting 5G for IPTV and outlines key considerations for successful implementation in the Albanian context.
Copyright (c) 2025 Fatmira Prodani, Frida Gjermeni, Aleksandër Moisiu https://creativecommons.org/licenses/by-nc/4.0
Digital Storytelling as a Method for Modern Business and Economics Education in the Age of Artificial Intelligence
The last decade has been marked by the rapid development of digital platforms for learning and teaching and the growing need to identify tools and methods that best support the achievement of educational goals. This trend became particularly evident during the last five years, when the COVID-19 pandemic forced education systems to shift toward digital learning regardless of infrastructure readiness or the level of development of teaching methods. This review paper focuses on digital storytelling as an alternative teaching method in a digital environment. Through an analysis of existing professional and scientific literature, the authors define the concept and present its main characteristics. Digital storytelling has proven especially effective when students create their own digital stories, as it combines traditional instruction with digital media and serves as a strong motivational tool for developing communication competence. Research indicates that successful implementation requires a structured approach, including preparatory activities, teaching activities such as brainstorming and discussions, and feedback sessions. This contribution also outlines a concise implementation rubric and milestones that instructors can use to integrate digital storytelling into business and economics courses with minimal additional infrastructure. Teachers report that properly integrated digital storytelling has a stimulating effect on students’ academic achievement, highlighting its potential as a contemporary didactic method for future educational practice.
Copyright (c) 2025 Ana Globočnik Žunac, Petra Ercegovac, Ante Vuletić https://creativecommons.org/licenses/by-nc/4.0
Greenwashing, Eco-label Confusion, and the Postponement of the EU Green Claims Directive
Climate change mitigation has placed increasing pressure on businesses to adopt sustainable practices, yet the absence of clear rules has led to widespread greenwashing, i.e., misleading claims about environmental benefits. This paper examines the evolution of EU policy responses, with particular focus on the proposed Green Claims Directive, designed to regulate and harmonise environmental claims across Member States. The analysis reviews the historical context of greenwashing, notable corporate scandals, and the rise of both mandatory and voluntary environmental labels such as the EU Energy Label, EU Ecolabel, and EMAS, which, while useful, contribute to consumer confusion due to their variety and inconsistent standards. The Directive aims to strengthen consumer trust by requiring third-party verification and transparent life cycle evidence for claims. However, its implementation faces obstacles, including political negotiations, industry resistance over costs, and concerns for micro-enterprises. Despite delays, the Directive is integral to the European Green Deal, as credible sustainability communication is essential for empowering consumers, ensuring market fairness, and accelerating the transition to a climate-neutral economy.
Economic Development, Innovation, Technological Change, and Growth
Copyright (c) 2025 Irena Žmak, Lidija Ćurković, Mihone Kerolli, Gresa Ferri https://creativecommons.org/licenses/by-nc/4.0
Building the International Competitiveness of Macedonian Wines Through Sustainability
North Macedonia has a long-standing tradition of viticulture, with more than 85% of its wine production destined for export markets. In this highly competitive global environment, the effectiveness of marketing strategies relies not only on product quality and authenticity, but also on alignment with the evolving values of international consumers. Contemporary wine markets increasingly emphasize sustainability, environmental stewardship, and the presence of compelling brand narratives. This paper examines the principal consumer drivers shaping global wine demand, with particular attention to the role of sustainability and Environmental, Social, and Governance (ESG) practices. It further analyzes sustainable approaches in viticulture and winemaking, highlighting the case of Tikveš Winery as a regional leader in the integration of ESG principles into production and marketing. The study concludes with strategic recommendations on embedding sustainability as a central pillar of Macedonian wine branding, positioning the industry to enhance competitiveness, strengthen consumer trust, and ensure long-term resilience in international markets.
Copyright (c) 2025 Elena Mladenovska Jelenkovic https://creativecommons.org/licenses/by-nc/4.0
Evaluating Environmental and Ethical Performance in Sports Footwear
Customers and stakeholders increasingly expect companies to be transparent about their ethical and environmental practices, as sustainability becomes a more significant issue in the fashion and sportswear sectors. This research uses a comparative analysis based on secondary data to assess the ethical and environmental performance of several international sports footwear brands. A structured evaluation is used to assess brands such as Nike, Adidas, Puma, Allbirds, Veja, and ASCIS. Some of the covered topics are labor practices, supply chain transparency, carbon emissions, the use of sustainable materials, and circular economy activities. Every business receives a score on a uniform scale, determined by third-party indexes, ESG databases, and publicly accessible sustainability reports and data. The results aim to shed light on potential greenwashing, highlight best practices, and provide readers with a clearer understanding of the current sustainability of the sports footwear industry. This research promotes more responsible and successful sustainable business practices in the athletic footwear market by providing insightful information to scholars, customers, and business executives.
Agricultural and Natural Resource Economics • Environmental and Ecological Econo
Copyright (c) 2025 Anja Bebić, Jaka Vadnjal, Hrvoje Budić https://creativecommons.org/licenses/by-nc/4.0
Development of Eno-Gastro Tourism in the Western Balkans
Eno‑gastro tourism, an emerging form of experiential travel combining wine and culinary experiences, has gained prominence as tourists increasingly seek authenticity, cultural immersion, and sustainability. The Western Balkans, endowed with ancient viticultural heritage, over 200 indigenous grape varieties, and rich culinary traditions, is positioned to benefit from this trend. This paper examines the potential of eno‑gastro tourism in the Western Balkans by analysing global tourism trends, identifying the region’s viticultural and culinary assets, and conducting a SWOT analysis. Through comparative analysis with renowned regions like Bordeaux and Rioja, as well as localized case studies (Tikveš Winery, New Balkan Cuisine, Herzegovina Wine Route), the research highlights strategic pathways. Findings suggest that although structural and organizational barriers persist, a unified branding initiative, such as the proposed “BALKAN Wines Association”, paired with regional collaboration and sustainable practices, could elevate the Western Balkans into a competitive eno‑gastro tourism destination.
AI and Satellite date for Natural Crisis Prevention: A Regional Fire Risk Diagnosis in Pleven Province, Bulgaria
The increasing severity of wildfires calls for data-driven regional strategies for prevention and early intervention. This paper presents a diagnostic approach that combines artificial intelligence (AI), satellite data (mainly from Copernicus/Sentinel), and machine learning to assess and forecast wildfire risk in Pleven Province, Bulgaria. The study focuses on two key dimensions of regional diagnostics: geographic location and natural landscape. It introduces a Potential Fire Risk Index (PFRI), built from satellite-based indicators such as NDVI, NDMI, Land Surface Temperature (LST), Fire Weather Index (FWI), and dry forest biomass density (DBDI). Using five years of data, the model identifies spatial patterns of vegetation stress and soil moisture deficit, providing early insights into high-risk zones. The findings highlight potential wildfire hotspots beyond the 2024 events and offer evidence-based recommendations for prevention policies, including AI-powered early warning systems. This study demonstrates how advanced geospatial technologies can support sustainable territorial governance in climate-sensitive regions.
Urban, Rural, Regional, Real Estate, and Transportation Economics
Copyright (c) 2025 Miroslav Mihaylov https://creativecommons.org/licenses/by-nc/4.0
A Research Framework for Assessing the Impact of Business Mentoring on Long-Term SME Performance in Slovenia
This paper proposes a research framework to examine the long-term impact of business mentoring on the performance and sustainability of Slovenian micro, small, and medium-sized enterprises (SMEs) operating for more than 25 years. The framework is conceptually grounded in theories of entrepreneurial learning and developmental mentoring and aims to address a gap in the literature regarding the effectiveness of mentoring in mature firms. The proposed study relies on a mixed-methods design, combining secondary financial data from the BIZI. The SI platform with primary data gathered through structured surveys and semi-structured interviews. Profit per employee is identified as the key performance indicator for assessing financial outcomes. The framework includes three testable hypotheses related to the presence, perceived value, and structure of mentoring relationships. By outlining a straightforward methodological approach, this paper sets the stage for future empirical research and guides policy-makers and practitioners involved in SME support and mentoring programs.
Copyright (c) 2025 Zara Krivec, Mirjana Pejić Bach, Berislava Starešinić https://creativecommons.org/licenses/by-nc/4.0
Strategic Communication Approaches for Enhancing Team Collaboration in Modern Business Organizations
In today’s dynamic business environment, teamwork is essential for productivity and organizational success. However, effective teamwork depends not just on collaboration but also on adaptive, psychologically aware communication strategies aligned with individual working styles. This paper explores the impact of communication on team dynamics, drawing on transactional analysis, Julie Hay’s Work Styles Questionnaire, and Kahler’s Process Communication Model. A comparative analysis of respondents from the Republic of North Macedonia and the Republic of Italy revealed differences in dominant working styles shaped by organizational culture. Styles such as Be Perfect and Please Others were common but often led to overcommitment and inefficiency under pressure. Thinker and Harmonizer profiles also prevailed but presented challenges in high-stress situations. The findings highlight that both individual working styles and organizational communication strategies significantly influence team effectiveness. The paper concludes with a proposed integrative communication model to reduce dysfunction and foster authentic team collaboration.
Copyright (c) 2025 Ana Tomova, Snezana Stavrova, Aleksandar Dimitrov, Bosko Boskovski, Beti Andonovic https://creativecommons.org/licenses/by-nc/4.0
A Decade of Digital Literacy: Comparing Business Economics Students' Competencies from Generation Y to Z
Digital literacy is a necessity in today’s global environment, represented by a digital and data-driven economy. In such settings, being able to use digital technology effectively and efficiently is nowadays a key part of educational and career success. As each new generation of students enrolls at the university with varied technical backgrounds, it is important that curriculum design account for how digital skills evolve. The goal of this research is to examine the differences between Generation Y students surveyed in 2014 and Generation Z students surveyed in 2024 regarding their digital literacy and attitudes towards learning information technology. A longitudinal, cross-sectional study used the same questionnaire based on a three-dimensional digital-literacy framework to collect data from first-year business economics students in both years. The results demonstrate that, although self-ratings remain essentially unchanged, Generation Z is more confident in utilising mobile devices for learning, fixing technical problems on their own, and collaborating online. These findings imply that students' skill levels have improved after exposure to a broader digital environment, underscoring the need for tailored teaching methods that do not assume Generation Z is equally digitally fluent.
Copyright (c) 2025 Dalia Suša Vugec https://creativecommons.org/licenses/by-nc/4.0
Dominant Working Style Profiles of Early-Adolescents: A Study of Eighth and Ninth-Grade Students in North Macedonia
The concept of Working Styles, rooted in Kahler’s driver theory and later operationalised by Hay, offers a lens for understanding how individuals habitually approach tasks and interpersonal demands. This study investigates the prevalence and configuration of Working Styles among 40 eighth- and ninth-grade students (20 per grade) at “Goce Delchev” Primary School in Vasilevo, North Macedonia. A convergent mixed-methods design combined Julie Hay’s 25-item Working Style Questionnaire with descriptive statistics and qualitative profile interpretation. Quantitative scoring (0–40 per style) revealed distinct patterns: 8th-grade students were predominantly driven to “Please Others” supported by “Work Hard,” while “Hurry Up” emerged as their weakest style. Conversely, 9th-grade students exhibited a dominant “Be Perfect” orientation, a strong “Work Hard” secondary drive, and a notable deficit in “Be Strong.” Characteristic scenario patterns (“Almost” vs. “While”) and preferred communication doors (“Feel” vs. “Think”) further differentiated the cohorts. Qualitative interpretation suggested that external validation, perfectionism, and under-developed time-management or resilience skills are salient developmental challenges. The findings underscore the need for classroom strategies that bolster intrinsic motivation, autonomy, and adaptive coping.
Copyright (c) 2025 Tome Kitanovski, Aleksandar Dimitrov, Bosko Boskovski, Ana Tomova, Beti Andonovic https://creativecommons.org/licenses/by-nc/4.0
FDI Inflows and Employment Dynamics in the Western Balkans
The aim of this paper is to empirically examine the impact of foreign direct investment (FDI) inflows (% of GDP) on unemployment in the Western Balkan economies. Specifically, this research aims to enhance the understanding of the quality of FDI in the Western Balkans and its connection to labour market outcomes. Using annual panel data and employing fixed effects and system GMM estimators, the study addresses potential endogeneity between FDI and unemployment while controlling for macroeconomic conditions. The goal is to assess the extent to which FDI contributes to job creation in small, transition economies, while considering differences between labour-intensive and capital-intensive investment structures. By exploring these dynamics, the study offers insights for policymakers seeking to align investment attraction strategies with inclusive employment objectives and economic stability in the region.
Copyright (c) 2025 Era Memeti, Hyrije Abazi Alili, Selbije Memeti Karemani https://creativecommons.org/licenses/by-nc/4.0
Client-Side Geospatial Visualization for Tourism: Supporting a Leaflet-Based Web App
This paper presents the development and implementation of a lightweight, entirely client-side web mapping tool tailored for users of short-term rental platforms. By leveraging Leaflet.js, OpenStreetMap data, and custom GeoJSON layers, the application enables location-aware experiences without relying on server-side infrastructure. The approach demonstrates a scalable, replicable architecture for smart tourism applications that non-developers can deploy. The application features custom markers, multimedia popups, interactive tools (search, measurement, drawing), and contextual menus for emergency contacts and promotions. The map centers on the apartment location, offering a personalized, location-aware digital guide for short-term visitors. Initial deployment and user feedback demonstrate the system’s usability, efficiency, and potential for improving local orientation and decision-making. While the current version requires developer intervention for updates, future improvements will focus on automating data input via a CSV-based metadata structure or a graphical user interface (GUI). This will enable property owners to manage their content independently, paving the way for a scalable, no-code geospatial solution for small-scale hospitality providers. The project highlights the potential of open-source web GIS tools in democratizing innovative tourism technology. Technically, the project demonstrates how an entirely client-side web mapping tool can deliver personalized, spatially anchored experiences without any backend infrastructure, using open-source technologies such as Leaflet and OpenStreetMap. This client-side architecture exemplifies a lightweight, no-backend web GIS solution that can be deployed in data-scarce environments or by users without programming knowledge.
Copyright (c) 2025 Medjon Hysenaj, Ditmira Tahiri https://creativecommons.org/licenses/by-nc/4.0
Reframing Digital Innovation Through Emotional Intelligence: A Human-Centred Concierge Technology in Luxury Hospitality
This paper explores the development and implementation of a human-centred digital innovation in luxury hospitality: an internally used Concierge Tool designed by Maistra Hospitality Group. Rather than replacing human services, the platform augments concierge professionals through emotionally intelligent, context-sensitive technology. Drawing on a qualitative methodology that integrates thematic literature review and practice-based case analysis, the study examines how the tool supports personalised service delivery, enhances emotional connection, and preserves cultural authenticity in guest interactions. The findings reveal that when co-created with frontline staff, digital tools can empower rather than displace, aligning with recent scholarship advocating for human-in-the-loop and emotionally aware system design. The paper contributes to emerging debates on ethical AI in service industries. It offers a replicable model of quiet innovation—where technology serves as a discreet, intelligent partner in high-touch experiences.
Copyright (c) 2025 Zorica Bocić, Gregor Jagodič https://creativecommons.org/licenses/by-nc/4.0
Digital Engagement and Mental Health Among University Students in Albania: Patterns, Risks and Coping Strategies
The use of technology has become a central part of university students’ daily lives, influencing their academic and social experiences. This study examines the patterns of digital engagement and their effects on mental health among university students in Albania. Drawing on a survey of 432 students from multiple universities, the study explores digital use behaviours, associated mental health risks, and coping strategies. The findings show that excessive digital engagement is linked to higher levels of anxiety, stress, and depressive symptoms. To counterbalance these effects, students primarily rely on engaging in face-to-face interactions with peers, spending time in natural environments, and applying structured time management. Meanwhile, only a small minority of students have utilized structured coping strategies supported by the university or other institutions. Since a significant portion of digital engagement occurs as part of academic activities, universities, and educational systems must become more attentive and proactive in providing resources and support to help students cope effectively. The study underscores the crucial responsibility of higher education institutions to foster digital well-being by providing mental health support and proactive interventions. These results add to the understanding of the complex relationship between technology use and student mental health within Albania’s educational context. It concludes with recommendations for university administrators and policymakers to encourage balanced digital engagement and strengthen mental health resources tailored to student needs.
Copyright (c) 2025 Edllira Çaro (Kola), Ornela Hasrama, Sokol Axhemi, Romeo Hanxhari https://creativecommons.org/licenses/by-nc/4.0
When AI Helps, When It Hurts: A Contextual Research Framework for Integrating Artificial Intelligence into Agile Scrum Workflows
As artificial intelligence (AI) increasingly enters agile project management environments, its impact remains inconsistent, boosting efficiency in some cases while disrupting collaboration in others. Rather than assuming AI’s universal benefit, existing literature challenges this assumption and opens a knowledge gap for investigating the organizational and team-level conditions that moderate AI effectiveness. This paper conducts a literature review and proposes a research framework based on the constructs for the contextual analysis of AI in Agile Scrum, exploring when, how, and for whom AI integration enhances or hinders Agile Scrum workflows. It proposes a methodology for future research that is a quantitative-dominant mixed-methods approach, combining semi-structured interviews with a structured survey. The aim of this paper is to identify the contextual factors that shape AI’s impact in Agile Scrum, which will serve as the basis for the research framework.
Copyright (c) 2025 Filip Radulović, Tomaž Klobučar https://creativecommons.org/licenses/by-nc/4.0
Framing Prompts as User Stories: Effects on the Output Quality of Generative AI
This study investigates how framing prompts as user stories affects the output quality of generative AI systems. It examines whether structuring prompts in the form commonly used in software development and human-centred design (“As a user, I would like to in order...”) improves the relevance, clarity, and contextual accuracy of generated responses. A controlled experiment was conducted with tourism-related scenarios in which a large language model (LLM) was presented with prompts in both traditional and user story formats. The outputs were evaluated using a hybrid method that combines automatic metrics (BERTScore) and human expert evaluation based on the IE-Information Extraction framework (precision, recall, F1, and error rate) to capture qualitative aspects of response quality. The results show that prompts formatted as user stories consistently yield higher-quality responses, especially in matching the user's intent and providing accurate, relevant content. These findings highlight the role of prompt structure in shaping LLM performance and suggest that user-centred prompt design can improve generative AI applications in domain-specific contexts. The study contributes to the prompt engineering literature and offers practical implications for improving human–AI interaction by formulating inputs more deliberately and structurally.
Copyright (c) 2025 Tomislav Car, Ivan Šimac, Sabrina Šuman https://creativecommons.org/licenses/by-nc/4.0
Beyond Recognition: The Foundation of the Next Generation of AI-driven Facial Technologies and the Marketing Perspective
From a specialised biometric technique, face recognition technology has quickly become a commonplace part of artificial intelligence systems. This article examines the theoretical underpinnings, algorithmic developments, and real-world uses of face recognition. It charts the evolution of robust, scalable models utilising triplet loss, transformer-based architectures, and convolutional neural networks (CNNs). Alongside key assessment metrics and benchmark datasets, core system components such as preprocessing, feature extraction, embedding generation, and classification are investigated. The study illustrates practical applications across industries such as digital identity verification, retail, healthcare, and security, demonstrating the technology's expanding influence and its impact on important issues. A fair perspective on upcoming developments is provided by discussing ethical issues and new regulatory systems. The study also looks at how facial recognition is used in marketing, particularly in payment systems. For academics, practitioners, and politicians seeking to understand and develop face recognition systems across the scientific and societal spheres, this work serves as an extensive reference.
Copyright (c) 2025 Lutfije Ademi, Veland Ramadani, Jusuf Zeqiri https://creativecommons.org/licenses/by-nc/4.0
Information Systems Compatibility in M&A Pre-combination Phase
This paper addresses the strategic importance of information systems (IS) compatibility and complementarity in evaluating organizational fit during the pre-combination (pre-merger) phase of mergers and acquisitions (M&As). Drawing on the author’s doctoral research and updated literature, the study develops a refined conceptual framework (underpinning the IS-OFAM model) that integrates IS alignment with strategic, cultural, and operational fit dimensions. Through grounded theory–based analysis of two case studies—one in financial services and one in food processing—the paper identifies patterns of IS oversight, cultural-technical misalingment, and underleveraged IS assets. Findings show that IS compatibility often goes unassessed, while IS complementarity is undervalued as a source of post-merger innovation. The proposed IS-Organizational Fit Alignment Model (IS-OFAM) provides this conceptual framework by embedding IS assessments into early-stage due diligence and planning. The research contributes to M&A theory and practice by linking business information systems to pre-combination diagnostics and integration strategy.
Copyright (c) 2025 Andrej Naraločnik, Andrej Bertoncelj https://creativecommons.org/licenses/by-nc/4.0
Ranking Persuasive System Design Strategies for mHealth Apps Using Fuzzy AHP
The development of mobile health (mHealth) applications has revolutionized health and fitness management by providing users with innovative digital tools to monitor and improve their well-being. These apps integrate features such as step counting, health tracking, and activity monitoring, making them valuable for personalized health interventions. However, ensuring effective user engagement remains a critical challenge. Persuasive System Design (PSD) strategies are essential for influencing user behaviour, improving adherence to health interventions, and enhancing app usability. Despite extensive research on PSD strategies, a structured framework that prioritizes the most effective strategies for mHealth apps is lacking. This study aims to address this gap by utilizing the Fuzzy Analytic Hierarchy Process (Fuzzy AHP) to identify and rank the most influential PSD strategies for health and fitness mobile applications. By gathering expert opinions from product managers, this research will develop a structured Top 10 PSD Strategies Model that offers product designers a prioritized framework for implementing persuasive techniques. The findings will help improve user retention, engagement, and overall app success.
Copyright (c) 2025 Mario Pezer, Marko Odak, Željko Marušić https://creativecommons.org/licenses/by-nc/4.0
AI-Driven Creativity: Revolutionizing Emotional and Rational Advertising from Script to Final Spot
Artificial intelligence (AI) has rapidly expanded from automating routine tasks to reshaping creative industries, particularly advertising. With tools like ChatGPT, Midjourney, Runway, and ElevenLabs, AI now enables fast, cost-effective production of high-quality advertising content. This study presents a practical method for developing an entire ad spot using only AI, from scripting to final video, highlighting strategies in prompt and emotional engineering. It also explores AI’s ability to generate both emotional (transformational) and rational (informational) content. Beyond technical execution, the research reflects on the implications of AI-driven creativity for marketing, branding, and consumer engagement in today’s digital landscape.
Copyright (c) 2025 Roland Impuscatu https://creativecommons.org/licenses/by-nc/4.0
Integrating Age Management in Organizations: A Conceptual Framework and Empirical Insights
This manuscript aims to enhance understanding of age management practices at the organizational level by developing a conceptual model grounded in a qualitative research approach. Drawing on primary data from interviews, the study examines key performance indicators for the aging workforce within the organizational context. Workforce aging poses significant challenges for governments, employers, and individuals, requiring effective age-management strategies. The manuscript highlights employer drivers that call for action, the position of older workers in the labor market, and the role of age management. The study also addresses the distinct demographic landscape in Europe, particularly in Slovenia, where the elderly population is projected to constitute a significant portion of the total population by the end of the century. Based on the study's findings, a model of recommendations for managing older employees at the organizational level is introduced.
Copyright (c) 2025 Marko Bokal, Barbara Grah, Sandra Penger https://creativecommons.org/licenses/by-nc/4.0
The Effect of Sustainable Tourism Development on the Quality of Life of the Local Population: An Empirical Analysis
Sustainable tourism development is the core of a destination's further development. The successful implementation of such development depends crucially on the local population's attitude. The role and importance of local people’s perceptions in tourism are central to the design of sustainable, long-term development strategies, which, in turn, influence the overall quality of life. Sustainable development is therefore an important determinant of the quality of life in tourism-oriented communities. Quality of life serves as an indicator of whether local development benefits residents rather than just tourists and investors — an aspect fundamental to sustainability from a local perspective. This study aims to examine locals' perceptions of quality of life and sustainable tourism development. The research uses factor analysis to extract latent dimensions that shape perceptions of sustainable tourism development and residents’ quality of life. This analytical approach facilitates the identification of underlying structural relationships between the observed variables and thus contributes to a deeper understanding of their interdependence in the context under study. This study contributes to the development of a theoretical framework for understanding the relationship between sustainable tourism and quality of life in local communities' practices. The results provide empirical insight into residents' attitudes in active tourist destinations, which can serve as a basis for designing participatory development policies that balance tourism growth, sustainability, and residents' quality of life.
Copyright (c) 2025 Marijana Jurišić Mustapić, Mateja Petračić, Marin Maras https://creativecommons.org/licenses/by-nc/4.0
Cybersecurity in the Age of AI: Challenges and Solutions
The rapid advancement of artificial intelligence (AI) has brought both opportunities and challenges to cybersecurity. On one hand, AI-powered tools are revolutionizing threat detection, incident response, and predictive analytics, enabling organizations to defend against increasingly sophisticated cyberattacks. On the other hand, AI is being weaponized by malicious actors to conduct automated attacks, develop adaptive malware, and create deepfake content for social engineering. This paper explores AI's dual role in cybersecurity, highlighting its potential as a defensive tool while addressing the ethical, legal, and technical challenges posed by its misuse. Through case studies and analysis of current trends, we examine how AI is reshaping the cybersecurity landscape and discuss strategies for balancing innovation with regulation. The findings emphasize the need for collaboration between technologists, policymakers, and cybersecurity experts to harness AI's potential while mitigating its risks.
Copyright (c) 2025 Damir Delija, Goran Sirovatka, Darko Možnik, Marinko Žagar https://creativecommons.org/licenses/by-nc/4.0
Interpersonal Communication within the Healthcare System in the Republic of Croatia
The effective functioning of the healthcare system and the quality of care provision are closely linked to the level of professional communication at all levels. Digital transformation alters business processes and communication protocols, representing both progress and challenge. Alongside medical knowledge and skills, interpersonal communication - between healthcare staff and patients as well as among staff - remains a core component of successful treatment. Professional communication builds trust, enables teamwork, and contributes to improved treatment outcomes. This study aimed to assess the current state of interpersonal communication in the healthcare system and the need for additional communication education among healthcare staff. The results revealed differences in the application of communication processes and varying educational needs. The study contributes guidelines for redesigning and continuously implementing communication education in healthcare, in order to adapt to evolving communication protocols driven by digitalization and other system transformations, and to support ongoing improvements in work processes and quality of care.
Copyright (c) 2025 Vesna Sesar, Kristina Bitanga, Marko Antić https://creativecommons.org/licenses/by-nc/4.0
The Influence of Corporate Visual Symbols in the Era of Digital Technology
Nonverbal communication through corporate symbols, logos, and slogans is an important part of corporate culture and communication with target audiences. The purpose of visual symbols is to foster corporate recognition and build a business image. Creating corporate visual symbols enables interaction between corporate employees, the public, and end consumers of a particular brand or mark. In the era of new digital technologies and the application of artificial intelligence, the corporate visual identity remains an important aspect of an organization's business communication, preserving its integrity in the market. This paper aims to investigate public attitudes toward the importance of preserving corporate visual identity and how it is recognized through various corporate activities. Furthermore, the research will provide insight into the perception of corporate communication through the use of visual identity colours, and the implementation of marketing communication strategies with the aim of achieving better product sales. This paper hypothesizes that the use of visual symbols during promotional activities contributes to the creation of corporate recognition and its image. Visual symbols represent an important segment of a corporation's image and contribute to the success of corporate communication towards target audiences.
Copyright (c) 2025 Ivana Perkušić, Vanesa Vidačić, Ana Globočnik Žunac https://creativecommons.org/licenses/by-nc/4.0