Dražen Jovanović

ECOLOGICA

Digital Marketing Innovations: From Brand Awareness to Digital Brand Equity

Milan Brkljač; Dražen Jovanović

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This paper presents a comprehensive synthesis of current academic and professional literature that examines the impact of digital marketing innovations on building brand awareness and related constructs in the digital age. In today's highly competitive digital ecosystem, understanding and implementing new technologies becomes key to achieving brand recognition. The goal of the work is to synthesize knowledge about the most significant trends, including issues from the domain of artificial intelligence (AI), augmented reality (AR), influencer marketing and data-driven content marketing, through the prism of the broader concept of Digital Brand Equity (DigBE) and the grounded model of Consumer-Based Brand Equity (CBBE).

Digital marketing; brand awareness; Digital brand equity; AI; AR; influencer marketing; branding strategy

M52

ECOLOGICA

Digital Transformation and Quality in the Service Provision

Dražen Jovanović; Milan Brkljač; Aleksandar Petrović

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Digital transformation is becoming a key strategic instrument for improving the quality of services in the modern business environment. Service organizations face accelerated technological changes that impact operational efficiency, customer experience and innovation. The integration of digital technologies significantly changes quality standards, performance measurement methods and user expectations. This paper analyzes the concept of digital transformation in the context of quality management, discusses key technologies that enable the improvement of processes and services, and identifies challenges and recommendations for successful implementation. The paper contains a detailed theoretical framework, a review of relevant literature, discussion and conclusions that can serve as a basis for further research and practical application.

digital transformation; service quality; management; innovation; technology

M52

TRENDOVI U POSLOVANJU

Leadership skills of professors and their impact on extracurricular activities in higher education institutions

Nataša Potić Medojević; Bojana Ostojić; Dražen Jovanović

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The aim of this research was to examine how professors' leadership influences student engagement in extracurricular activities and how this, in turn, affects their satisfaction and enrollment in higher education institutions. The study was conducted on a sample of 210 students through a questionnaire that included sociodemographic characteristics of the students, as well as their attitudes regarding professors' leadership and extracurricular activities at higher education institutions. The results showed a significant correlation between professors' leadership and student engagement in extracurricular activities, which positively impacted their satisfaction and perception of higher education institutions. Students who recognized stronger leadership from professors were more engaged in various activities, which had a positive effect on their overall experience of studying. These findings suggest that professors' leadership plays a key role in shaping the student experience and their engagement within higher education institutions.

professors' leadership; student engagement; extracurricular activities; student satisfaction; higher education institutions

M51

ECOLOGICA

Product Quality and Safety Management in the Automotive Industry

Dražen Jovanović; Milan Brkljač; Aleksandar Petrović

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The automotive industry is one of the most complex industries, where quality and safety are key success factors. This paper analyzes modern quality and safety management systems in the automotive industry, including IATF 16949, ISO 9001, ISO 45001, as well as methods and tools for process control and improvement (FMEA, SPC, APQP, PPAP, DMAIC). A special focus is placed on empirical case studies with quantitative results, which show the practical benefits of implementing these methods.

safety; quality; management; innovation; technology

M52

Proceedings Book from Third International Scientific Conference "Challenges of Digitalization in the Green Economy" (Belgrade, October 30th, 2025)

Digitalization and the Importance of Top Management in Modern Business from the Perspective of the Green Economy

Dražen Jovanović; Boško Ivanović; Aleksandar Petrović

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Modern business is characterized by profound transformations arising from the processes of digitalization and the global transition to the principles of the green economy. Together, these two phenomena redefine the way organizations create value, manage resources, and achieve competitive advantages. At the same time, these dimensions of modern development represent the foundation of a new management paradigm in which top management plays a key role in shaping sustainability strategies and technological adaptation. The aim of this paper is to theoretically analyze and explore the relationship between digital transformation and the green economy, as well as to emphasize the role of top management in their integration. The paper demonstrates how digital technologies (AI, IoT, big data, blockchain) enable the implementation of green principles in corporate strategies. Special emphasis is placed on leadership competencies and decision-making models in the era of ecological and digital convergence. Starting from the concept of sustainable development, this paper examines and analyzes the interrelationship between digitalization, managerial leadership, and the green economy, with particular focus on the DIM–ZET evaluation model – an integrated framework linking digital maturity, innovation, and sustainable development. The model provides a comprehensive approach to measuring organizational readiness for digital–ecological transformation, making it a highly relevant tool for modern managers.

digitalization; top management; green economy; sustainable development; digital transformation; DIM–ZET model; change management

M33

Proceedings Book from Third International Scientific Conference "Challenges of Digitalization in the Green Economy" (Belgrade, October 30th, 2025)

Metrology and quality in relation to the green economy

Boško Ivanović; Dražen Jovanović; Aleksandar Petrović

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The definition of a green economy is that it is an economy that aims to reduce risks to the environment and ecological resources, as well as to achieve sustainable development without destroying (polluting) the environment. What is the role of metrology and quality in all of this? Metrology is the science of measurement and deals with measurement units and standards, gauges, and includes all theoretical and practical problems related to measurements, while quality refers to the level to which a product or service meets user requirements, standards (e.g., ISO 9001, ISO 14001), and legal regulations. Metrology and quality are under the influence of a number of other sciences and fields, while simultaneously acting upon them. How do metrology and quality “act” on the green economy? Through practical examples, we show where metrology (quality) can be applied in the green economy, such as in the fields of ecology, energy efficiency, renewable resources, and others.

metrology; quality; green economy; ecology; energy efficiency; recycling; consumer protection

M33

AKADEMSKI PREGLED

Procena uticaja motivacionih faktora na radnu efikasnost i organizaciono ponašanje

Marija Janošik; Bojan Živadinović; Suzana Doljanica; Natalija Milikić; Milan Gavrilović; Dražen Jovanović

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Razumevanje motivacije zaposlenih je ključno za poboljšanje radnog učinka i organizacionog ponašanja u savremenom, brzom poslovnom okruženju. Studija istražuje uticaj unutrašnje i ekstrinzične motivacije na učinak i interakcije zaposlenih, s obzirom na njihov uticaj na ishode zapošljavanja. Priznanja i prilike za lični razvoj povećavaju produktivnost i organizacionu kulturu. Studija suprotstavlja intrinzične motivacije, kao što su lično zadovoljstvo i napredovanje u karijeri, sa ekstrinzičnim nagradama, uključujući bonuse i unapređenja, kako bi se procenio njihov uticaj na efikasnost posla. Štaviše, priznanje zaposlenih može povećati motivaciju i produktivnost, utičući na poslovnu kulturu i ponašanje. Projekat istražuje kako se ovi motivacioni faktori mogu namerno iskoristiti za unapređenje saradnje i timskog rada zaposlenih, kao i negovanje podsticajnog radnog okruženja. Istraživanje razjašnjava kako preduzeća mogu primeniti motivacione taktike radi poboljšanja učinka zaposlenih i podsticanja kohezivne organizacione kulture, kroz kritičko ispitivanje uticaja motivacije na radnu efikasnost i organizaciono ponašanje.

motivacija; organizaciono ponašanje; radna efikasnost

M53

XL International Conference INFOTECH 2025

Internal audit in K-12 education in the age of artificial intelligence: challenges, potentials, and recommendations, Proceedings

Sonja Djukić Popović; Stefan Popović; Dražen Jovanović

https://infotech.org.rs/wp-content/uploads/2025/06/INFOTECH-2025-Proceedings-1.pdf

This paper explores the potential of applying artificial intelligence (AI) in the function of internal audit within K–12 education, with the aim of improving governance and the quality of the teaching process. Using a narrative literature review, the study examines the possibilities and challenges of integrating AI into school audit mechanisms. Particular emphasis is placed on technological, organizational, and ethical aspects, as well as on practical recommendations for implementation. The findings highlight the need for a strategic approach, pilot programs, and the development of locally adapted AI solutions tailored to the educational context.

Artificial intelligence; internal audit; K–12 education; teaching quality; educational governance

M33

JOURNAL OF SOCIAL SCIENCES

Entrepreneurship in the function of the effectiveness and strategic change of the contemporary organization

Jovan Veselinović; Dražen Jovanović; Damir Ahmić

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Entrepreneurship along with leadership can be understood as the process of influencing others in order to achieve organizational goals. Leadership is not only the aim of modern organizations, but it is also the means by which they achieve greater productivity and efficiency. There is a close mutual relationship between entrepreneurship and leadership because leadership appears as an essential component of entrepreneurship. Entrepreneurs must be able to set organizational goals, lead and motivate their employees, inspire them to perform tasks effectively and make difficult decisions, all of which logically require the possession of leadership qualities. One explanation for why employees accept the influence of a leader is that he/she possesses power. In addition to power, leadership encompasses a range of other instruments related to exerting influence such as motivation, communication, and the ability to work in a team, maintaining interpersonal relationships, corporate culture, knowledge generation, emotional intelligence, conflict management, etc. Many organizations have found that, if they want employees as individuals to be productive, they must pay attention to the way work groups and teams are managed. Entrepreneurship is also associated with superior company performance. Entrepreneurs are, first of all, responsible for setting organizational goals.

entrepreneur; leader; organization strategy; leadership performance; sports organization; formal and informal groups

M53

International Scientific Conference APPLICATION OF ARTIFICIAL INTELLIGENCE IN ENVIRONMENTAL PROTECTION AND AGRICULTURE, 2025

Digital marketing innovations in building brand awareness: an integrated framework for the digital age

Milan Brkljač; Dražen Jovanović

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This paper presents a comprehensive synthesis of current academic and professional literature that examines the impact of digital marketing innovations on building brand awareness and related constructs in the digital age. In today's highly competitive digital ecosystem, understanding and implementing new technologies becomes key to achieving brand recognition. The goal of the work is to synthesize knowledge about the most significant trends, including issues from the domain of artificial intelligence (AI), augmented reality (AR), influencer marketing and data-driven content marketing, through the prism of the broader concept of Digital Brand Equity (DigBE) and the grounded model of Consumer-Based Brand Equity (CBBE). By analyzing key theoretical frameworks and empirical studies, the paper identifies best practices, challenges and opportunities arising from the integration of these innovations. As a key contribution, the paper proposes an integrated conceptual framework based on the Stimulus-Organism-Response (S-O-R) paradigm, which can serve as a guide for marketing professionals in developing coherent and effective branding strategies.

Digital marketing; brand awareness; Digital brand equity; AI; AR; influencer marketing; branding strategy

M33

BIZINFO (BLACE) JOURNAL OF ECONOMICS, MANAGEMENT AND INFORMATICS

Promotional activities and implementation of blockchain technology in wine production in the Republic of Serbia

Bojana Ostojić; Milan Brkljač; Dražen Jovanović; Suzana Balaban

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Advances in technology and the Internet have transformed the way products and services are offered to customers. In this, a rather important role is played by project management and digitization, which support companies in reducing operating costs through the automation of services. The paper explores promotional activities associated with the implementation of blockchain technology in wine production in the Republic of Serbia, examining potential approaches and the impacts of this process on wine-producing companies. The importance of the paper is reflected in the effort to present and analyze previous knowledge on the mentioned problem, as well as to provide a contribution to the topic in the form of research using the example of the winery “Kovačević” Irig. Project management has a key role in the successful implementation of this technological solution, ensuring that processes are properly planned, coordinated and controlled. Through this integration, wineries may improve their supply chain, provide greater confidence to consumers and gain competitive advantages in the market environment.

digital marketing; winery; digitization; innovations; blockchain

M51

MENADŽMENT U SPORTU

Sportski menadžment i komercijalizacija u sportu

Stanimir Đukić; Dražen Jovanović; Damir B. Karlica

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U ovom radu predstavljeno je pojmovno određenje menadžmenta u sportu, uz istraživanje njegove praktične primene. Primena menadžmenta u sportu može se predstaviti kao uspešno vođenje ideje ka ostvarenju cilja. Pored toga, u radu se analizira sportski menadžment u kontekstu komercijalizacije sporta, a sagledavaju se i paralele između poslovnog sektora uopšte i moralne odgovornosti poslovanja prema sportu. Predmet ovog rada odnosi se na fenomen komercijalizacije u sportu. Posebna pažnja posvećena je klasifikaciji bezbednosti, sa detaljnim razgraničenjem različitih vrsta bezbednosti i naglaskom na unutrašnju bezbednost. U tom kontekstu razmatraju se oblici ugrožavanja unutrašnje bezbednosti u sportu. Osnovni cilj ovog rada je da istakne značaj komercijalizacije u sportu, kao i da produbi razumevanje ove teme kroz ispitivanje uloge moralne odgovornosti poslovnog sektora prema sportu.

sport; menadžment u sportu; komercijalizacija u sportu; unutrašnja bezbednost; oblici ugrožavanja unutrašnje bezbednosti

M24

ECONOMICS OF AGRICULTURE

Analysis of the Role of Management in the Privatization of the "Port of Belgrade" and the Cooperatives in Vojvodina

Stanimir Đukić; Milan Brkljač; Dražen Jovanović

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The paper examines the role of management and the economic consequences during the purchase of state and cooperative enterprises (combines), and states that the consequences are enormous. The paper also discusses in more detail the privatization of cooperative combines (enterprises) in Vojvodina. That process intensified after the elections held in September 2000. In addition, the paper analyzes the problem of construction land using the example of the "Port of Belgrade", i.e. the combination of crime, tycoons and politicians in the aforementioned privatization.

management; privatization; corruption; economic consequences of corruption; role of management; privatization of agricultural cooperatives and land

M23

FUTURITY ECONOMICS&LAW

The Influence of Marketing Activities of Companies on Social Networks on the Purchase Decisions of Students

Bojana Ostojić; Milena Cvjetković; Dražen Jovanović; Boris Latinović

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The study in this paper sought to assess how a company's marketing initiatives influence the purchasing choices of students. By surveying 230 students from the Faculty of Economics in Belgrade and analyzing their responses, the researchers evaluated various aspects of the company's marketing strategies and the students' buying behavior. Descriptive statistics revealed that the variables related to updating content on social media and utilizing sponsored advertisements had the most significant impact, along with the variable of making purchasing decisions. The results of the regression and correlation analysis established statistically significant relationships and the influence of the variables of the company's marketing activity on the variables of students' purchase decisions. Based on the regression model, it was determined that the variables of the company's marketing activities had the greatest impact on making purchase decisions, with sponsored ads and updating content on social networks making the greatest individual contribution. A two-component solution was obtained by factor analysis, where the first component gathered all variables of the company's marketing activities and the purchasing decision variable, while the second component gathered other variables of students' purchasing decisions. Between these two components, increasingly high correlation values were found, indicating a certain degree of variability between the company's marketing activities and students' purchase decisions. The research aimed to determine the extent to which social media marketing is beneficial for students in finding products and services they need, as well as how influential it is in their purchasing decisions. It underscores the importance for companies to integrate social media marketing activities and determine the most suitable types of social media marketing strategies.

marketing activities of companies; social networks; student purchase decision; promotion

M53

International Scientific and Professional Conference "ALFATECH" Smart Cities and Modern Technologies (Belgrade, March 15th)

Quality management of the construction of smart cities, with reference to the control of the materials that are installed

Bojana Miličić; Dražen Jovanović; Boško Ivanović

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Quality management is an important activity aimed at improving performance, reducing costs, raising employee morale, and continuously improving the quality of products. This also affects the competitive position of the company in the market, strengthening the trust of users. Construction continuously strives to adopt new quality elements in order to gain an advantage over the competition. The modern development of quality management has resulted in the establishment of Total Quality Management (TQM).

quality; TQM; reinforcing steel; standards; testing

M33

TRENDOVI U POSLOVANJU

Modaliteti i specifičnosti finansiranja socijalnih preduzeća

Miljana Barjaktarović; Dražen Jovanović; Biljana Petković

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U ovom radu predstavljeni su modaliteti i instrumenti finansiranja socijalnog preduzetništva koji rešavaju probleme u poslovanju socijalnih preduzeća i istovremeno vrše uticaj i doprinose razvoju društva. Opstanak, rast i razvoj ovih preduzeća njihova su primarna karakteristika i problem koji je u najvećoj meri određen izvorima njihovog finansiranja, njihovom cenom i drugim uslovima korišćenja. Bespovratna sredstva, mikrokrediti, socijalne obveznice, hibridno finansiranje, mezanin finansiranje i crowdfunding samo su neki od instrumenata na raspolaganju socijalnim preduzećima u zemljama regiona, a najveća podrška za njihovu primenu dolazi iz fondova Evropske unije.

socijalna preduzeća; izvori finansiranja; krediti; bespovratna sredstva; sredstva fondova EU; alternativni modeli finansiranja

M51

VISOKA ŠKOLA ZA POSLOVNU EKONOMIJU I PREDUZETNIŠTVO

Inovacije kao konkurentska prednost

Dražen Jovanović; Jovana Mijušković Krstić

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Cilj rada je da se ukaže na to koliko je inovativnost značajna za poslovanje preduzeća, kako bi se podstaklo uvođenje inovacija u što veći broj preduzeća. Rad se sastoji iz dva dela. U prvom delu rada biće reči o pojmu inovacije i inovativnog procesa, odnosno o inovaciji kao konkurentskoj prednosti, vrstama inovacija, svrsishodnim inovacijama i izvorima inovativnih mogućnosti. U drugom delu rada prikazan je potencijal inovativnosti u poslovanju preduzeća, odnosno način uvođenja inovativnog poslovanja u preduzeće i upravljanja inovacijama.

inovativnost; preduzeće; preduzetništvo; razvoj

M42

VISOKA ŠKOLA ZA POSLOVNU EKONOMIJU I PREDUZETNIŠTVO

Uloga i značaj kontrolinga u zdravstvu

Dražen Jovanović; Ranko Bojanić; Milja Živković

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U ovom radu predstavljamo kontroling kao podršku menadžmentu zdravstvenih usluga u oblasti planiranja, kontrole i informisanja, a sve sa ciljem podizanja kvaliteta zdravstvenih usluga. Kontroling je pomoćna aktivnost za menadžment ustanove sa pravovremenom kontrolom i analitičkim informacijama. Cilj rada je da se kroz teorijske osnove pokaže važnost operativnog nadzora, koji menadžmentu pruža važne informacije u vezi sa odlučivanjem o kratkoročnim ciljevima zdravstvene ustanove i načinima na koji su postavljeni ciljevi. Kontrolingu u zdravstvenim ustanovama se pridavalo vrlo malo pažnje, i još uvek se ne pridaje, a razlog je u vlasništvu i načinu finansiranja ovih ustanova. Cilj ovog rada je bolje razumevanje kontrolinga i njegovog doprinosa poslovnom uspehu ili neuspehu zdravstvene ustanove. Kontroling treba da pomogne u definisanju nivoa kvaliteta usluge, metodologiji njihovog praćenja i merenja, kao i parametara pomoću kojih se meri kvalitet usluge.

kvalitet; zdravstvo; zdravstveni sistem; zdravstvene ustanove; povećanje kvaliteta usluge

M42

BIOMASS CONVERSION AND BIOREFINERY

E-monitoring of in vitro culture parameters for prediction of maximal biomass yields

Biljana Petković; Dalibor Petković; Boris Kuzman; Dražen Jovanović

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An e-monitoring system was established and modeled by object-oriented methodology for prediction of the maximal biomass yields based on in vitro culture parameters. The system calculates the maximal biomass yields through neuro-fuzzy or adaptive neuro-fuzzy inference system (ANFIS) methodology. The final biomass fresh weight was considered as a function of culture parameters. ANFIS models were created for the prediction of the maximal biomass yields. According to the prediction accuracy of the models, the inputs’ influence on the biomass fresh weight was determined. It was determined that the pH of the growth medium has the highest impact on the biomass fresh weight (RMSE = 0.8302), while the culture vessel has the smallest influence on the biomass fresh weight (RMSE = 0.9556). The designed e-monitoring system could have potential for practical applications.

In vitro culture; ANFIS; Biomass; Fresh weight; Information system

M21