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Knowledge and investment in innovation is becoming the main criteria of competitiveness. The purpose of this paper is to examine concepts of knowledge, innovation and competitiveness. To prove the stated, comparative analysis was conducted on Eurostat data on EU public expenditure on education. Further analysis involved the data of employed and unemployed persons depending on the completed educational program in Croatia. Furthermore, a benchmarking of countries' innovation performance was carried out based on the Global Innovation Index, the Bloomberg Innovation Index and the European Innovation Scoreboard. The aim was to determine the most competitive economies compared to Croatia. The third analysis included innovation performance of Croatian companies. The contribution of the paper is visible in the analysis of the theoretical determination of knowledge and its development completed with the list of future jobs. The importance of the paper is reflected in the necessity of creating strategies corresponding to the future., Znanje i ulaganje u inovaciju postaje osnovni kriterij konkurentnosti. Svrha je ovoga rada ispitati koncepte znanja, inovacije i konkurentnosti. Da bi se dokazalo navedeno, provedena je komparativna analiza Eurostat podataka o EU javnim troškovima za obrazovanje. Daljnja analiza uključivala je podatke o zaposlenima i nezaposlenima, ovisno o završenom stupnju obrazovanja u Hrvatskoj. Nadalje, provedena je usporedna analiza inovacijske uspješnosti zemalja na temelju globalnog inovacijskog indeksa, Bloomberg inovacijskog indeksa i Europskog inovacijskog semafora. Cilj je bio odrediti najkonkurentnije ekonomije u usporedbi s Hrvatskom. Doprinos ovoga rada vidljiv je iz analize teorijske odrednice znanja i njegova razvoja upotpunjenog popisom budućih zaposlenja. Važnost rada odražava se u potrebi stvaranja strategija u skladu s budućim potrebama.

Izvještaj „Analiza recentnih rezultata samoprocjene digitalnih kompetencija visokoškolskih nastavnika u Hrvatskoj“ izrađen je na temelju znanstvenog istraživanja provedenog u okviru projekta „Digitalna.hr – Tematske mreže za društveno-ekonomski razvoj te promicanje socijalnog dijaloga u kontekstu unapređivanja uvjeta rada“. Znanstveno istraživanje provedeno je u periodu 15.02. do 30.03.2022. godine. U istraživanju je sudjelovalo 75 visokoškolskih institucija i 411 visokoškolskih nastavnika. Svrha istraživanja bila je usmjerena na kreiranje preporuka i smjernica vezanih uz strukturiranje programa cjeloživotnog obrazovanja visokoškolskih nastavnika u području digitalnih kompetencija i s njima povezanih kriterija napredovanja. Rezultati istraživanja predstavljeni su na 55. (tematskoj) sjednici Odbora za obrazovanje, znanost i kulturu Hrvatskoga sabora „Digitalne kompetencije visokoškolskih nastavnika“ održanoj hibridno 22. veljače 2023. godine. U radu tematske sjednice uz saborske zastupnike članove Odbora i vanjske članove Odbora, sudjelovali su i predstavnici: Ministarstva znanosti i obrazovanja, CARNET-a, SRCE-a, Nacionalnog vijeća za znanost, visoko obrazovanje i tehnološki razvoj, Agencije za mobilnost i programe Europske unije, Agencije za znanost i visoko obrazovanje, Hrvatske gospodarske komore te predstavnici članica Mreže za razvoj digitalne pismenosti, Telecentar-a i Fakulteta elektrotehnike i računarstva Sveučilišta u Zagrebu. Rasprava je polučila zaključke koji bi tentativno mogli doprinijeti osnaživanju digitalnih kompetencija visokoškolskih nastavnika i kreiranju nacionalnih sveučilišnih, znanstvenih i umjetničkih kriterija odnosno nacionalnih veleučilišnih kriterija za izbor u znanstveno- nastavna i nastavna zvanja i radna mjesta sukladno Zakonu o visokom obrazovanju i znanstvenoj djelatnosti (Narodne novine, broj 119/22).

Razvoj tehnologija za sobom povlači i promjene u poslovanju te dolazi do promjena na tržištu koje reguliraju potrošači sami. Stoga je predmet ovog rada istražiti promjene u ponašanjima potrošača pod utjecajem razvoja raznih digitalnih kanala prodaje. Pri čemu je cilj rada bilo ustanoviti da li tehnološki razvoj ima utjecaj na prodaju poljoprivrednih proizvoda te imaju li društveni trendovi također utjecaj na prodaju poljoprivrednih proizvoda. Brzim napretkom tehnologije upitno je jesu li potrošači spremni na prihvaćanje novih oblika prodaje te jesu li i prodavači spremni prilagoditi se promjenama koje potrošači zahtijevaju. Ujedno sve većim iseljavanjem stanovništva postavlja se pitanje je li moguće razvojem e-trgovine u ruralnim područjima zaustaviti masovno iseljavanje stanovnika te potaknuti mlade da ostanu u ruralnim područjima. S druge strane povećanjem prodaje poljoprivrednih proizvoda u raznim trgovina te putem e-trgovine nameće se pitanje hoće li tržnice opstati pod pritiskom trgovačkih lanaca. Za potrebe ovoga rada provedena je online anketa na uzorku od 100 ispitanika., The development of technologies entails changes in business and there are changes in the market that are regulated by the consumers themselves. Therefore, the subject of this paper is to investigate changes in consumer behavior under the influence of the development of various digital sales channels. The aim of the work was to establish whether technological development has an impact on the sale of agricultural products and whether social trends also have an impact on the sale of agricultural products. With the rapid progress of technology, it is questionable whether consumers are ready to accept new forms of sales and whether sellers are ready to adapt to the changes that consumers demand. At the same time, the increasing emigration of the population raises the question of whether it is possible to stop mass emigration of residents and encourage young people to stay in rural areas through the development of e-commerce in rural areas. On the other hand, the increase in the sale of agricultural products in various stores and through e-commerce raises the question of whether markets will survive under the pressure of retail chains. For the purposes of this work, an online survey was conducted on a sample of 100 respondents.

U radu se prikazuje zastupljenost vinara Međimurske županije na vlastitim mrežnim stranicama i društvenim mrežama te primjena digitalnog marketinga i stavovi međimurskih vinara o digitalnom marketingu. Radom se u korelaciju stavlja prisutnost međimurskih vinara u digitalnim kanalima komunikacije i uspješnost u izgradnji imidža i plasmanu proizvoda. Izdvojen je primjer međimurskog brenda vina Pušipel i Međimurske vinske ceste kao turističkih proizvoda. Analizira se njihov doprinos kreiranju renomea vinara koji su učlanjeni na Međimursku vinsku cestu i Međimurja kao vinarske turističke regije. Metodom ankete provedeno je istraživanje u dvije faze. Istraživanjem je obuhvaćeno dvanaest vinara u prvoj i šest vinara u drugoj fazi istraživanja, od ukupno dvadeset i šest vinara registriranih u sustavu Međimurske vinske ceste. Kao zaključak može se istaknuti da je manji dio međimurskih vinara orijentiran na korištenje digitalnih alata u svrhu izravnog, brzog pristupa korisnicima i kupcima. Zaključuje se da postoji pozitivna veza između digitalnog marketinga i uspješnosti dijela međimurskih vinara u izgradnji prepoznatljivosti. Vrednujući globalni doseg, izravnu dostupnost korisnicima i opseg ulaganja, dio međimurskih vinara razumije važnost digitalnog marketinga. Kod dijela međimurskih vinara postoji prostor za osnaživanje u području digitalnog marketinga i digitalnog okruženja.

Porastom internetske prodaje smanjuju se potrebe za fizičkim prostorima, prodavaonicama. Veliki porast internetske trgovine u posljednjih desetak godina (npr. eBay, Amazon, Pink Panda, Glovo) omogućuju načine prodaje proizvoda i usluga uz znatno niže troškove distribucije, promocije i prodaje. Veliki lanci tzv. „street fashion brandova“ počinju zatvarati manje prodavaonice, zbog eksplozije prodaje preko interneta. Sve rjeđe se otvaraju dućani manjeg opsega. Nekretnine koje su služile kao prodavaonice u središtu grada imaju velike fiksne troškove, a posebno visoke troškove najma. Kako ih prenamijeniti? Je li internetska prodaja ukorijenjena u društvu kao navika koju svi žele prigrliti? U radu će se analizirati razlozi popularnosti internetske trgovine, prikazati primjeri gradova koji su osjetili posljedice iste te kako se nose sa problemom praznih gospodarskih nekretnina. Analizirat će se teme internetske prodaje kao nove grane trgovine i definicije gospodarske nekretnine. Usporedit će se primjeri gradova Praga, Varaždina i Amsterdama. Prikazat će se mogućnosti alternativnog korištenja gospodarskih nekretnina u svrhu revitalizacije prostora., With the growth of online selling, there is no longer so much demand for the classic mortar-and-brick space. The high demand in online selling in the last ten years, and with the selling platforms, such as Ebay and Amazon, customers can buy items directly from the seller, and on a free cyber market platform. Chains of street fashion brands , are starting to close their minor stores, because of the online selling boom. Less and less are to be opened stores that are in smaller capacity. Real estates that had a purpose as stores in the city centre, have high fixed costs, and rent is sky high. Is there a way to find a new purpose for them? Is online selling starting to develop it self as a habbit, which we all are looking forward to? In the introduction, the main focus will be on the popularity of online sales, and the decision to choose the three cities, that experienced the consequences from the online sales, and how the problem was handled. The subject of online selling will be put into perspective as a new commerce branch. The comparisom will be made between Prague, Varaždin and Amsterdam. In the conclusion, some options will be introduced as how to engage the realestate once again.

U uvjetima globalizacije, što podrazumijeva dostupnost informacija iz svih dijelova svijeta, poduzeće je samo jedan klik daleko od otkazivanja. Bojkot brenda ali i osoba je neizbježan kada dirnu u tradicionalne vrijednosti. Kultura otkazivanja sve je popularnija praksa povlačenja podrške javnim osobama i poduzećima nakon nekog njihovog negativnog poteza ili izjave kojem se prigovara ili se smatra uvredljivim ili neprihvatljivim. Iz tog razloga danas je sve veći fokus na marketingu i vrijednostima za koje se poduzeće zalaže, a koje promovira prema javnosti. U ovome su radu dani primjeri poznatih brendova iz Hrvatske i svijeta koji su se našli na udaru kritika poput brenda Pipi bezalkoholno piće i Oreo keksi. U radu su analizirani pojmovi poduzetničkog marketinga i etika te odnos vrijednosti brenda i kulture otkazivanja kako bi se pokazali negativni utjecaji i posljedice koje kultura otkazivanja ima na brend. Rezultati istraživanja, navedeni u ovome radu, pokazuju razinu informiranosti hrvatske javnosti o kulturi otkazivanja i koliko sustavi vrijednosti imaju utjecaj na lojalnost brendu.

U sklopu provedbe projekta EUROPE DIRECT Zadar 3. svibnja 2022. godine održan je okrugli stol na temu „Život znanstvenika i Europska unija“ kojeg je moderirala Marija Dušević, voditeljica centra EUROPE DIRECT Zadar, viša savjetnica Agencije za razvoj Zadarske županije ZADAR NOVA i doktorandica Poslijediplomskog sveučilišnog doktorskog studija Mediji i komunikacija Sveučilišta Sjever. Događanje je održano u organizaciji Agencije za razvoj Zadarske županije ZADRA NOVA 3. svibnja 2022. godine. Ovim događanjem počelo je obilježavanje Europskog tjedna u organizaciji Agencije za razvoj Zadarske županije ZADRA NOVA i EUROPE DIRECT Zadar. Cilj događanja bio je poticanje srednjoškolaca i studenata na bavljenje znanošću odnosno popularizacija znanosti kod srednjoškolaca i studenata kroz razgovor sa znanstvenicima iz različitih područja i polja znanosti. Odgovor na pitanje izgleda li život znanstvenika kao život prof. Baltazara dali su predsjednik Županijske skupštine Zadarske županije izv. prof. dr. sc. Zoran Šikić, prorektor Sveučilišta u Zadru prof. dr. sc. Slaven Zjalić, pročelnik Odjela za ekonomiju i predsjednik Vijeća područja društvenih znanosti na Sveučilištu Sjever izv. prof. dr. sc. Ante Rončević, voditeljica Odjela za oftalmologiju i optometriju Zadar prof. prim. dr. sc. Suzana Konjevoda, izv. prof. dr. sc. Ljerka Luić sa Sveučilišta Sjever, izv. prof. dr. sc. Darija Lemić s Agronomskog fakulteta i doc. dr. sc. Branko Kasalo sa Sveučilišta u Zadru. Sudionici okruglog stola podijelili su svoja iskustva i razmišljanja s okupljenim srednjoškolcima i studentima. Poručili su kako je bitno voljeti posao koji se radi. Uz dobru organizaciju vremena i volju za učenjem, i uz znanstvenu karijeru, ima prostora za privatni život i prateću karijeru. Zaključak je bio kako znanost nije bauk, a život znanstvenika ipak izgleda malo drugačije nego život prof. Baltazara.

The development of business intelligence was marked by several key moments, in particular the development of the Internet and new technologies. The wide distribution of technology and the easier possibility to use it led to the finding of a solution for the tools used by organizations to be a good ratio of quality and invested financial resources, and the increase in digitalization give the opportunity for organization's business intelligence to involve more stakeholders. The purpose of this paper is to identify the prerequisites, importance and value of implementing business intelligence in the organizational operations. The analyzed sample is limited to the period from year 2020, given that this period noted the biggest changes in terms of technologies, and therefore transitions in the business of organizations. Based on a systematic literature review on two major scientific databases Web of Science and Scopus, there was found 2051 articles that were initially narrowed down to 65 papers connected to business intelligence directly and finally, to a total number of 10 relevant articles through a methodical approach, and which are connected to the topic of business intelligence in organizational context. Selected papers were analyzed using desk-based research method. This result represents a paper compilation of research results as cooperation of authors, achieved through the student-mentor relationship during the preparation of postgraduate specialist thesis. After conducting the research using text analysis technique, two main groups were determined based on subject of research: papers focused on organizational prerequisites and importance for the successful implementation of BI in the organization's operations and papers focused on the value of implementing BI in the organization's operations. From the analyzed papers, the conclusion is that a trend of studying business intelligence in organizations is visible, and it ranged from the study of organizational prerequisites for the successful implementation of BI during 2020 and the beginning of 2021 and moved towards the analysis of the value that BI has for organizations, mainly in 2021 and 2022.

Information and communication technology (ICT) acts as a support to management in business and it represents the primary level of information. ICT as a tool produces relevant information for decision makers. The aim at this paper is to investigate whether the management in general hospitals is information-literate, i.e. whether it uses the information produced by ICT to make quality decisions. Management often sees ICT as a cost without appreciating the contribution of ICT through the awareness of trained employees, optimized business processes, satisfied patients all of which affects the increase in financial results. The hypothesis in this paper is: The hospital management needs to govern ICT in order to use it effectively. In the process of researching to test the hypothesis, a questionnaire (the questionnaire was completed by board members, heads of services, department heads), available literature research, CMM (Capability Maturity Model), COBIT and information literacy analysis were used. By analyzing the answers obtained in the survey and comparing them with the expected management behaviour described in the literature, it was found that the hospital management does not recognize the contribution of ICT to more efficient business. The paper provides recommendations on how health management can recognize relevant information as well as how to collect, process, structure and distribute it to stakeholders with the help of ICT.

The modern global market presents increasing challenges before entrepreneurs to find an effective set of marketing activities and communication channels. In today's conditions of high supply and demand, customers' activities connected with looking for bidders in the multitude of offers need to be timely and well targeted. Flexible offer creation and fast and innovative offer to potential customers are the key to a successful marketing activity. It is a special opportunity for micro and small businesses that possess significant flexibility in launching marketing activities as opposed to complex processes and multiple levels of management within large enterprises. In addition, the COVID-19 pandemic has prompted a significant step towards online commerce, online platforms and other forms of product and service promotion. Nowadays, it is possible to use EU funds to help entrepreneurs, since these tenders also include the financing of marketing activities. The paper analyses tenders announced so far, including the financing of marketing activities of the company, all for the purpose of promotion and greater visibility. In addition to promotion, funding through the funds also includes online activities such as online commerce, online promotion etc., which were of significant assistance to companies during the COVID-19 pandemic.

Informacijsko komunikacijske tehnologije dovele su do jednostavnijeg povezivanja potrošača i brendova. Danas su to sofisticirani društveni kanali kojima se poduzeća moraju prilagoditi žele li zadržati svoje korisnike. Upravo su društveni mediji ti koji dobrim dijelom utječu na potrošače i njihovo ponašanje. Može se reći da ljudi u zadnje vrijeme žive u paralelnim svjetovima, u onom realnom i virtualnom, stoga nove tehnologije poput virtualne stvarnosti otvaraju vrata revolucionarnim kanalima marketinga i prodaje. Potrošači sve više provode vrijeme online i samim time je to idealno vrijeme za testiranje novih mogućnosti interneta poput Metaverse-a, virtualnih svjetova koji još uvijek nisu dosegli svoj maksimum, a opisuju se kao vrhunac interneta, zabave, obrazovanja i e-trgovine. Prema tome Metaverse je područje trgovine koja će u budućnosti najviše rasti, posebice privlačeći pozornost velikih brendova koji žele veću digitalnu prisutnost na tržištu. Cilj rada je utvrditi kakav utjecaj imaju društveni mediji na ponašanje potrošača, na koji način se već sada potrošači koriste virtualnom stvarnošću te koliko su potrošači spremni prihvatiti nove oblike trgovine u Metaverse virtualnom svijetu. Rad je podijeljen u dvije cjeline. U teorijskom okviru objašnjeni su pojmovi društvenih medija, virtualne stvarnosti i njihovi utjecaji na potrošače, dok su u drugom dijelu prikazani rezultati provedenog kvantitativnog istraživanja u okviru anketnog upitnika kako bi se utvrdilo koliki je taj utjecaj na potrošače na hrvatskom tržištu., Information and communication technologies have made it easier to connect consumers and brands. Today, these are sophisticated social channels that companies must adapt to if they want to retain their customers. Social media is one of the factors that greatly influence consumers and their behavior. It can be said that people nowadays live in parallel worlds, the real one and the virtual one, which is why new technologies, such as virtual reality, open up revolutionary marketing and sales channels. Consumers are spending more and more time online, making this an ideal time to test new internet possibilities such as the Metaverse, virtual worlds that have not yet reached their maximum potential and are described as the pinnacle of the internet, entertainment, education and e-commerce. Therefore, the Metaverse is an area of commerce that will grow the most in the future, especially attracting the attention of large brands that want a greater digital presence on the market. The main goal of this paper is to determine the impact of social media on consumer behavior, how are consumers already using virtual reality, and how willing they are to accept new forms of commerce in the Metaverse virtual world. The paper is divided into two sections. The theoretical part explains the concepts of social media, virtual reality and their impact on consumers, while the second part presents the results of a quantitative survey conducted through a questionnaire to determine the extent of this impact on consumers in the Croatian market.

In nowdays society, especially in the world affected by the pandemic, the need to digitalize all aspects of the economy and society has grown tremendously in a relatively short period of time. Digital transformation, digital economy, digital intelligence and all other aspects of digital society are topical issues nowdays. In order for the digital transformation to be successful, one of the preconditions is the development of society’s digital skills. Therefore, we are faced with a situation where digital skills are one of the basic skills sought in the modern society, supported by the fact that in recent years digitalisation is increasingly being measured by various indicators to more accurately identify society's development needs in digitalization. On the other hand, investing in research and development is mentioned in all strategic documents and plans as a basis for global competitiveness, business and growth. The digital economy is mentioned in the context of the innovation market and innovators, and as a bridge that should eliminate certain sore spots in social and economic interactions. In this regard, investment in research, development and innovation should increase in terms of R&D expenditure in GDP, which currently stands at around 1% in Croatia according to the World Bank collection. Numerous indicators have been developed on the state level, but also at the European and global level, that should measure the success of such ventures. From all this it is clear that digital skills and investment in research, development and innovation are imperatives for the European Union and the Republic of Croatia regarding the economic growth and development and achieving competitive advantage, and that their connection and continuous growth and development are both key to Croatia's success but also to the society as a whole. Given the interconnectedness and interdependence of these two concepts and the fact that all economic and social goals concern investment in research, development and innovation, and digitalization and digital skills at the same time, this study was conducted through a comparison of different data sets connected to these two terms, seeking to identify the level and source of their interdependence and suggest possible improvements.

Statistike Europske Unije (EU) ukazuju na značajne promjene dobne strukture stanovništva EU. Dugoročne projekcije pokazuju značajan porast stanovnika starijih od 65 godina. U Republici Hrvatskoj (RH) udio stanovnika starijih od 80 godina će se udvostručiti do 2070 godine u odnosu na 2019 godinu, a ukupan broj stanovnika će pasti na tri milijuna. Ovi trendovi imaju za posljedicu pad broja radno sposobnih stanovnika te veća izdvajanja za zdravstvo i socijalne potrebe. U takvim okolnostima najveći izazov predstavlja postizanje održivog mirovinskog sustava i javnih financija. Prema podacima Eurostata (2021) za RH povećava se broj stanovnika starijih od 65 godina koji su u riziku od siromaštva. Krajem 2020 godine njihov udio je iznosio visokih 31 posto. Energetsko siromaštvo, društvena isključenost i različiti oblici materijalne deprivacije dovode do diskriminacije kojoj su izloženi. U Nacionalnoj razvojnoj strategiji RH (u daljnjem tekstu Strategija) su predviđene mjere koje bi trebale osigurati dostojanstveno starenje no pitanje je hoće li biti dovoljno učinkovite u postojećim okolnostima. Mjere za borbu protiv epidemije, pucanje dobavnih lanaca, rast cijena sirovina i energenata uz dvoznamenkastu inflaciju su dodatni udar na ekonomiju i životni standard. Stanovnici stariji od 65 godina su i do sada bili među najugroženijim društvenim skupinama, a nove okolnosti ih stavljaju u još lošiji položaj. Svrha ovog rada je ukazati na probleme vezane uz starenje stanovništva u RH te analizirati koliko su mjere predviđene u NRS dostatne. Rad završava s prijedlozima nositeljima ekonomske politike i vlasti kako osigurati dostojanstveno starenje i primjeren životni standard stanovnicima starijim od 65 godina.

Entrepreneurial support institutions off er a wide range of services to their tenants, which in the long run aff ects their development, the development of the local environment in which they operate and the development of the overall Croatian economy. The aim of this paper is to examine the impact of entrepreneurial support institutions on the entrepreneurship and the business environment in Zagreb, thecapital of Croatia. Throughout the paper, the method of description, comparison, deduction and synthetic were used. The problem investigated in the paper refers to the question of the success of ESI in meeting theneeds of creating an entrepreneurial environment in the area in which they operate. Through the example of the Zagreb Innovation Center (ZICER), empirical data were collected by a survey questionnaire to examine the satisfaction and the acceptance of the services by their users. Conducting primary research sources, the authors proved that users are satisfi ed with the received services, showed the importance and benefi t that users, local and national economy have from entrepreneurial support institutions. The results of the research can be the basis for further research and strengthening the role of entrepreneurial support institutions.

Interpersonal trust is, according to behavioral economists and scholars in the field of social psychology, an important element of human interaction. Communication scholars also amplify the significance of trust in interpersonal relation and communication. With the rise of virtual spaces and virtual words and digital artefacts such as crypto-currencies the importance of trust may become the key issue of human interdependence and cooperation. In this paper authors examine theoretical and empirical concepts of trust applied to different virtual and mixed reality settings from the economic and communication perspective.

The main purpose of this study was to illustrate how highly rated hotels operating in Russia and Croatia are positioning their CSR practices on their web sites with the special emphasis on their CSR measures, related toCOVID-19 crisis. The conclusion is based on the analysis of the web- sites of 62 hotels attributed to of upscale to luxury class international hotel brands [17], located in major destinations in Russia: Moscow, St, Petersburg, Sochi, Zagreb and Dubrovnik as well as in-depth analysis of the information, regarding 8 representative hotels of the class investigated in the mentioned cities. The results show that CSR is actively developed in all hotel chains investigated, but there is an information problem with the placement of this information at specific websites of Russian and Croatian representative hotels, which do not apply to the measures related to COVID-19 prevention, which is positioned clearly and in detail by the hotels represented.

The topic of this research paper emphasizes and analyzes the key differences between entrepreneurial finance and corporate finance. The goal of the research paper is to identify different sources of financing and their application in the Republic of Croatia. Considering the different stages that the venture will go through, the comparative analysis highlights the essential characteristics of entrepreneurial financing versus corporate financing from the aspect of funding sources and the aspect of the funding process. Based on the field research, the main characteristics of entrepreneurial and corporate financing in the Republic of Croatia are presented. Main findings show that corporate finance is driven by the idea of preserving and increasing the value of companies based on the selection of efficient projects, while entrepreneurial finance relies on trust and willingness to take greater risks and enter uncertainty, because the value has yet to be created. The conclusion leads to the understanding the trends in entrepreneurial sources of financing in the Republic of Croatia as they are in the beginning, because of ignorance, tradition and investment climate. The research results show that majority of Croatian companies do not seek for the opportunity to be listed officially on the Stock Exchange market, because the primary goal of majority is to earn enough to make good living and ensure their families. The contribution of this research paper can be seen in clarification, definition and identification of differences between entrepreneurial finance and corporate finance and its application in the Republic of Croatia.

The article is devoted to the study of econometric modeling of the impact of innovation costs on the financial corporations’ profit. The article highlights the problem of organizational structures updating under the influence of financial innovation. It changes the operating conditions and causes the need for new organizational models of transnational financial business. The preconditions of formation of financial corporations and modern tendencies of their development on the example of "Metlife" are investigated. In the article were analyzed strategies of financial corporations in different countries and their impact on the financial markets of these countries. Using the comparative analysis different spheres of financial corporations were characterized. Also, key motives and risks from financial conglomeration were determined. As a result of research of financial corporation’s activity practice were revealed features of their functioning. There were determined the peculiarities of the synergetic effect in the integration of the banking, insurance and investment sectors of the economy (on the example of the financial corporation "Metlife"). The obtained results made it possible to implement a fundamentally new approach to the functioning of financial corporations, which use broad autonomy. The article proposes a model of multiple linear regression, which substantiates the assessment of additional GDP growth from total reserves in the country's external debt, the ratio of imports to GDP, the GDP deflator. These summarizes the initial positions of financial corporations functioning and allows to ensure dialogue and forming solutions for all financial market participants.

Nowadays, the work of general hospitals without information and communication support is unimaginable. Due to information and communication support, it is possible to create an integrated hospital information structure that combines business, hospital, radiological and laboratory information systems. In addition to this horizontal integration within the hospital, there is also a vertical integration of the hospital to other stakeholders in health care (Croatian Institute of Public Health, Croatian Institute of Emergency Medicine, Croatian Health Insurance Fund, family physicians and pharmacies). Horizontal and vertical integration, from the economic point of view, enables more efficient and effective performance of the hospital, which is ultimately measured through positive financial indicators (savings in human, material resources as well as increasing revenue). The subject of the research in this paper is information and communication support for business processes in a general hospital. The problem studied is how to apply modern information and communication technology in the hospital in achieving positive financial indicators. The purpose or main goal of the research is to show how information and communication technology affects improved conduct of business processes in the hospital (how it positively affects management and more effective control) and thus the improvement of economic indicators. The hypothesis that is imposed from the purpose of the research is: with the application of information and communication support to business processes in the hospital, the business results are improved. The methods used to confirm the hypothesis are observation and measurement, and a case study. The introductory part of the paper presents the context of the topic, after which the research is explained. Through the presentation of research results and discussion, an attempt to confirm the hypothesis is made. In conclusion, all this is synthesized and guidelines are given for further research related to the innovative application of information and communication technology (artificial intelligence, Internet of Things) with the aim of improving the work of a hospital and improving financial indicators.

Jedan od značajnih izazova novoosnovanih poduzeća je prikupljanje financijskih sredstva za realizaciju i komercijalizaciju poduzetničke ideje i ulaganje u inovacije. Još od 2009. godine, kada je financijska kriza utjecala na financijsku stabilnost poduzeća te obeshrabrila ulaganja u razvojne i inovativne poduhvate, potpore postaju ključna ulaganja. Bespovratna sredstva iz Fondova EU, ponajprije Europskog fonda za regionalni razvoj kroz mjere Operativnog programa Konkurentnost i kohezija 2014. – 2020., omogućuju ciljana ulaganja novoosnovanih poduzeća. Upravo navedene mjere operativnog programa Konkurentnost i kohezija djeluju u smjeru rasta i razvoja konkurentnosti novoosnovanih poduzeća kroz potporu za inovacije i komercijalizaciju inovativnih proizvoda i usluga. U radu je provedena analiza najvažnijih financijskih pokazatelja poslovnih slučajeva 4 novoosnovana subjekata u Republici Hrvatskoj koja su iskoristila bespovratne potpore u okviru Poziva na dostavu projektnih prijedloga „Inovacije novoosnovanih MSP“. Na navedenim primjerima vidljiva je povezanost bespovratnih potpora na rast novoosnovanih poduzeća koja su ključna s obzirom na to da se najviše bore sa nedostatkom sredstava za ulaganje u razvoj. Prikazani indikatori prikazuju učinkovitost potpora za ulaganje u inovacije i komercijalizaciju proizvoda u odnosu na rast i razvoj novoosnovanih poduzeća. Prikazani rezultati orijentir su za usmjerenje ulaganja iz EU Fondova novog financijskog razdoblja te mogući smjer oporavka razvoja malih poduzetnika u području inovacija u postkovid razdoblju.

The traditional way of doing business and communicating with consumers is changing with the help of digital transformation. Companies have seen the benefits of e-business such as increased interactivity, lower costs, and better communication with consumers, and increasingly offer their products and services online. Customers can make their purchases via smartphone online and avoiding crowds. This research paper aims to explain the importance of developing relationships with consumers in digital marketing. Consequently, the term Online Shopping is gaining importance nowadays when facing the challenge of the COVID-19 pandemic. Because of epidemiological measures and the reduction of risks to themselves and their families, people are more inclined to shop online. The primary goal of this research paper is to analyze consumer behavior during online shopping in the Republic of Croatia. The research aims to find out how often people shop online and which products, why they choose to buy in such a way, what they consider to be the biggest risk of online shopping, what can attract them to choose to buy online, and whether their online shopping increased at the time of the COVID-19 pandemic. The methodology used in this research paper consists of secondary research, analysis, and synthesis as well as primary quantitative research with the questionnaire survey as an instrument, conducted on a representative sample of 285 respondents. Research results show that there is still a certain level of uncertainty and mistrust when shopping online, which is why the consumers in Croatia still prefer the method of payment on delivery when picking up goods. Furthermore, the main reason for online shopping for consumers is the variety of offers that allow them to buy products or services that were not previously available.

Great significance for each company and its management is to analyze its business. In order to succeed and survive on the market, companies must adapt to the market conditions. The analysis of financial statements precedes the planning process, which is an integral part of the enterprise management process. In order to carry out a successful analysis of the financial statements, it is necessary to know the business of the company and policies this undertaking applies. The financial plan must reflect on its weaknesses and its strengths, and the task of analyzing the financial statements is to recognize them. The analytical means and procedures used in the analysis of financial statements are comparative financial statements, structural financial statements, analysis using indicators, and specialized analyses. The information used by the company in the analysis must be timely and precise ; otherwise, the company will not be able to use the information well. The information obtained by the analysis is most important to creditors, investors, managers, and auditors. The subject of this paper is the analysis of the financial statements of the Privredna Banka Zagreb using the balance sheet and income statements from 2008 to 2018. The analyzed data are secondary and are available on the official website of the PBZ Bank and Zagreb Stock Exchange. The methods used in this paper are the method of synthesis, analysis, desk research, and the historical method. The goal is to determine the security and performance of the bank in the past 11 years when the bank faced the financial crisis that has ruled the market. The balance sheet and income statement accounts of the banks differ from other entities, therefore they need to be analyzed accordingly.

This paper discusses about neuromarketing, a relatively young science and market research method that will be increasingly used due to the saturation with traditional advertising. The compound of psychology, neuroscience and economics represents the opportunity for better understanding consumer needs and ways to satisfy those needs. Using devices for scanning the brain, such as functional magnetic resonance imaging, electroencephalography or eye tracking method, allows to retrieve unconscious, but also the most reliable consumer reaction because neuromarketing skips the response given by the consumer. It is interested in the brain response. If the sense of sight, hearing, smell, taste, or touch is affected in the right way, it is possible to reach the reptilian brain that makes purchasing decisions. An online survey was conducted to examine respondents’ views about this new science.

In the time of the 4th Industrial Revolution, based on new technologies and new paradigms, new entrepreneurial ventures, and new business models are developing. At the same time, consumers' awareness of their new role and market power is being brought to them by laws and new communication technologies. In these and such circumstances, the marketing business philosophy of the globalized market is also developing. The subject of research in this paper is fourth- generation marketing. The research aims to determine the relationship between traditional and digital marketing and whether traditional marketing will soon disappear. The paper presents the results of the survey that will be presented by first presenting the essential environmental factors that have throughout history influenced the development of business philosophy and marketing practices, then exposing the key trends that shape current market conditions and the main characteristics of marketing 4.0 in the context of the presentation of marketing generations. The special section contains a comparison to determine the relationship between traditional and digital marketing.

This article deals with the area of University entrepreneurship at the time of the 4th industrial revolution - characteristic business models through chapters: consequence of the fourth industrial revolution ; the concept of modern industry development ; impacts for organizations as the response to the new technological changes ; university entrepreneurship and higher education in the fourth industrial revolution ; accumulation of capital ; service in the Fourth Industrial Revolution ; research in the Fourth Industrial Revolution and the biggest technology trends in 2020. The research which was conducted gives an insight into University Entrepreneurship in the era of the Fourth Industrial Revolution. Certain limitations related to this field exist since there are not enough scientific papers available dedicated to this area of research.

The topic of this research paper is to explore India as an important tourist destination in Asia. The tourism potential in India is enormous but still not fully utilized, especially by foreign tourists and travelers. Although the tourism potential is still to be more commercialized and improved, it is obvious that the tourism in India is increasing in comparison to the average World's growth. The aim of the research is to find out and describe the main tourist regions in India and to identify the resources and tourist attractions of each. Further on, the goal is to analyze and recommend the types of tourism and their characteristic features in eight tourist regions: Western, South-Eastern, Himalayan Northern, North-Western, Northern, Central, North-Eastern, Andaman, Nicobar and Laccadive islands. The methods used in this paper are historical, descriptive, analysis and synthesis. The research results indicate the preference of foreign tourists is towards Western, Northern, Himalayan Northern regions while Central, North-Eastern regions are still not visited sufficiently when it comes to their tourist potential. Contribution of the research is seen in providing the deeper insight in Indian tourism, development potential but also in rising awareness of its possibilities to improve less visited regions and the overall tourism perception to foreign tourists.

Health tourism has deep roots both in the Republic of Croatia and in the world. It develops quickly and in a step with trends in the tourism market. It is divided into three categories: health tourism, medical tourism, and wellness tourism. Each subcategory is specific in its action and develops according to the needs of the tourist market. This paper examines the knowledge of aromatherapy and aroma cosmetics on the tourist market. It also examines the potential of natural cosmetics as a new tourism trend in the Republic of Croatia. The methods used are quantitative methods with survey research and methods of descriptors and analyses. The research paper aims to find out if there is a potential for natural cosmetics on the market, can natural cosmetics in the future replace the commercial, and learn the respondents' opinions and attitudes about natural cosmetics. The paper has obtained certain conclusions about the trend of natural cosmetics on the tourist market, important for further developing aromatherapy as an integral part of the tourism offer.

With the reform of the Structural Funds in 1987. the concept of ' Community Initiative ' has been introduced, which enabled the EU Commission to provide funds for measures of particular interest to the community, among others, the LEADER initiative. This type of approach relies on the development and implementation of local development strategies that enable the integral implementation of economic and social cohesion, implemented by local action groups (LAG). The level of performance of the LEADER program is different in EU countries. This research paper represents the comparative analysis and an overview of the implementation of the LEADER in the European Union.

The subject matter of the paper is an overview of the development of marketing, the comparison of traditional and digital forms of marketing and determining how social network marketing affects business operations of a company. Today, the companies can choose between numerous traditional and digital marketing activities. The social networks today are one of the most widely used channel of communication on the Internet representing a huge potential for enhancing the company's visibility and improving business operations. The purpose of this paper is to examine whether the companies in northwestern parts of Croatia predominantly use the traditional or digital marketing, whether they use social networks for marketing promotional activities and what kind of an influence these forms of marketing activities have on business operations of the company. The survey was conducted using an anonymous questionnaire on the sample of 81 companies from the Varaždin County, Međimurje County, Krapina-Zagorje County and Koprivnica- Križevci County, and by analysing the literature. The results of the survey have shown that most companies use social networks and that marketing activities on social networks have a positive impact on business operations of most companies.

Korijeni grafičke industrije sežu u 15. stoljeće uvođenjem tiskarskog stroja u proizvodnju, a marketing kao poslovna filozofija vuče korijene s razvojem slobodnog tržišnog gospodarstva. Kroz promatrano razdoblje razvoju grafičke industrije, isto kao i razvoju tržišnog gospodarstva pridonijele su brojne inovacije, kako tehničke tako i političke, zakonodavne i društvene. U fokusu ovog predavanja je razvitak marketinške filozofije, njene prakse i teorije kroz čiju prizmu se želi razmotriti razvitak suvremene grafičke industrije. Ona je u isto vrijeme i subjekt i objekt implementacije dosadašnjih generacija marketinške filozofije. Cilj je predavanja prikazati razvoj temeljnih marketinških koncepcija, kao i funkcija marketinga te njena korelacija s razvojem industrijskog načina proizvodnje u protekla dva stoljeća. Kako marketinga nema bez slobodne razmjene, prikazat će se različite tržišne strukture radi isticanja slobode djelovanja tržišnih mehanizama u kontekstu kojih djeluju slobodno ili manje slobodno tržišne sile ponude i potražnje. Kroz kronološki pregled razvoja tržišnih gospodarstava, u kontekstu novog vala globalizacije započetog potkraj prošlog milenija, prikazat će se valovi dominacije različitih čimbenika okruženja na razvoj tržišnog gospodarstva, a tako i na pokretanje novih generacija marketinga. Na taj način će se dati obrisi uvjeta u kojima se razvijala grafička industrija, kako u Svijetu tako i u Hrvatskoj - jučer, danas i sutra. Od kraja 1980.-ih do danas u Hrvatskoj i Svijetu dogodile su se i događaju se brojene promjene: političkog, zakonodavnog i gospodarskog sustava te brojne tehnološke promjene, koje utječu na razvoj marketinga. Danas je glavni proces transformacija tradicionalnog u digitalni marketing.

Globalni marketing jedan je od važnijih dijelova opće strategije poslovanja poslovnih organizacija. Poslovne organizacije su uvidjela moć koju dobivaju ostvarivanjem većih prihoda na globalnom tržištu. Stoga se na dinamične globalne marketinške strategije gleda kao na stupanj do kojeg poduzeće globalizira svoje marketinško ponašanje u različitim zemljama kroz standardizaciju marketinških aktivnosti i integraciju marketinških koraka na različitim tržištima. Takve strategije nastoje osigurati poduzeću poboljšanje performansi na globalnoj razini. U ovom je radu analizirana globalizacija tržišta, globalni marketing te globalne marketinške strategije. Također, prikazan je utjecaj kulturoloških razlika na globalne marketinške strategije. Nadalje, analiziran je proces standardizacije na međunarodnom tržištu te važnost odabira optimalnog marketinškog puta kojim će poduzeća plasirati svoje proizvode na tržište. Prikazana je važnost korištenja marketing miksa kako bi se zadovoljile potrebe stranih tržišta te ostvarila konkurentska prednost.

The focus of this paper is the state of the music industry within the context of digitization. This paper defines a musical composition as a subject of copyright, then clarifies the difference between the old and new musical economy. The digitization process has caused a radical change in the way music is consumed. For this reason some of the business models of the music industry are presented within this paper, with special emphasis on the digital age.

The purpose of this paper is to present a practical example of using lean methodology in machinery production company. With regard to paper purpose, case analysis was shown as a most suitable method of analysis. More specifically, a descriptive type of case study was used. The paper consists of a theoretical part which shows a brief history of lean methodology and the most significant segments of lean methodology. In a concrete example, it is shown that lean management has been incorporated into the manufacturing process of a machinery production company, and as such can serve as an example of a good practice for other companies. This gives the paper also an applicative purpose.

The automotive industry is one of the fastest- growing industries in the world. The use of high production technology through the application of STEM or Industry 4.0 has been increasing in recent years. The term industry 4.0 includes a wide range of concepts such as robotics, artificial intelligence, Nanotechnology, biotechnology, internet of things, 3D printing, cloud computing, and big data. The innovations within the industry 4.0 increase productivity and its competitiveness, setting the new standard for business models, information security, availability of products, workforce, work processes, and organizations. The foundations of the Industry 4.0 rest on innovations that are primarily focused on the business process management, innovative products, and product lines, smart factories, relationships and connectivity towards suppliers and consumers. These prerequisites are crucial for industry's modernization and future progress. The objective of this research paper is to determine the application of industry 4.0 in the field of automotive industry in the Republic of Croatia. The goal of this research is to explore different segments of the automotive industry in the Republic of Croatia in the STEM or industry 4.0. The study aims to identify the willingness of Croatian companies to invest in the industry. The authors presented the assumptions for accomplishing competitive advantages in the EU based on the example of Rimac automobili d.o.o. which operates innovatively and achieves the modern technological achievements of the industry 4.0. These presumptions can serve as a guideline for further development in the industry. The paper provides research data based on the historical method, the method of induction and deduction, and the analysis. The results of the research can contribute to a better understanding of industry 4.0 in the automotive industry. Furthermore offering different possibilities for its application in the Republic of Croatia and demonstrating prerequisites to increase industry's competitiveness.