Zorica Đurić

Zbornik radova = Book of proceedings / [VIII međunarodna naučna konferencija] Regionalni razvoj i prekogranična saradnja, Pirot, maj 2025

Upravljanje novim tehnologijama u cilju održivog angažovanja ljudskih resursa u organizaciji / Managing new technologies in achieving the goal of sustainable human resources in the organization

Biljana Ilić; Asmaeil Ali Mohammed Khmaaj; Bojana Ostojić; Zorica Đurić

https://www.konferencija2024.komorapirot.com/pdf/Zbornik2024.pdf

Rad se u najvećoj meri oslanja na pregled literature o primeni novih tehnologija u korisničkom servisu i u oblasti odeljenja ljudskih resursa organizacije. Autori teže da istaknu značaj funkcionisanja čet-botova u poboljšanju efektivnosti odeljenja za ljudske resurse, kao organizacione jedinice vrlo složenog karaktera. U smislu alata koji proceduru regrutacije kadrova čini jednostavnijom, chat-botovi primenjuju tehnike automatske korespondencije u korisničkim uslugama. Chat botovi su poslednjih godina zbog svoje operabilnosti postali veoma popularni. Uvidom u objavljene naučno-stručne članke, autori žele da ukažu na činjenicu da ovi alati značajno ulaze u procese organizacije koji se odnose na unutrašnje okruženje, poboljšavajući efikasnost, ali i smanjujući opterećenost odeljenja za ljudske resurse. Na ovaj način se postiže određen stepen održivosti same organizacije, jer je poznato da su organizacione jedinice međusobno povezane, te da promena u jednom njenom delu, dovodi i do promena u svim delovima. Alat novih tehnologija, gde spadaju i chat-botovi se pokazao kao veoma koristan u poboljšanju interakcije u okviru raznih korisničkih podrška i usluga. To je rezultiralo većim zadovoljstvom krajnjih potrošača, zbog skraćenog vremena čekanja i mogućnosti personalizovanih interakcija sa korisnicima. Međutim, osim prednosti identifikovani su i izazovi kojima se mora adekvatno pristupiti, na način da se u potpunosti iskoristi potencijal četbotova – te da se ne ugrozi socijalna, odnosno društvena dimenzija održivosti u organizaciji. Mnogi od izazova koje nosi primena savremenih tehnologija se odnose na pitanja vezana za prihvatanje i percepciju chatbot tehnologije od strane korisnika, ali i na zabrinutost zbog očuvanja privatnosti i bezbednosti ličnih podataka.

Nove tehnologije; Organizacija; Chat-botovi; Održivost; Socijalna dimenzija

M33

SUSTAINABILITY

Sustainability Struggle: Challenges and Issues in Managing Sustainability and Environmental Protection in Local Tourism Destinations Practices—An Overview

Djuric, Zorica; Cvijanovic, Drago V; Petek, Vita; Potocnik-Topler, Jasna

—

This article aims to explore and analyze current issues and features of environmental protection in managing local tourism destinations based on the principles of sustainable development through the relevant literature and thus to provide an insight into major environmental measures and activities that should be implemented in practice, emphasizing the importance of environmental sustainability as a key factor in the development and success of local tourist destinations in today’s business environment. Qualitative methods were used, with the literature review based on content analysis by keywords. This particularly affects the business process efficiency and the participation of destination stakeholders and in many cases leads to a low level of environmentally sustainable destination practices. In addition to this theoretical approach, this study also has direct managerial implications for destination environmental business operations. An attractive and well-preserved environment is the primary factor of tourism and local tourism destination development and its success, as well as an integrated part of the tourism product. This study addresses a critical gap in the existing literature on environmental sustainability at local destinations, where prior work has often overlooked the integration of actionable, practice-oriented frameworks tailored for both researchers and practitioners. To fill this void, our research provides a comprehensive overview and systematic analysis of current practices, with targeted emphasis on co-developing scalable frameworks for improving environmentally sustainable practices at local destinations.

destination management; sustainability; tourism destination; local destinations; tourism stakeholders; environmental protection; communication; actions

M22

Ecologica

Management of Green Finance Through the Prism of Modern Organization and Organized Green Activities / Upravljanje zelenim finansijama kroz prizmu moderne organizacije i organizovanih zelenih aktivnosti

Biljana Ilić; Zorica Đurić; Larisa Jovanović

https://doi.fil.bg.ac.rs/pdf/journals/ecologica/2025-118/ecologica-2025-32-118-3.pdf

Kroz perspektivu planiranih zelenih aktivnosti i savremenih organizacija, glavni predmet rada jesu neki od aspekata zelenih finansija. Ideja održivog razvoja povezana je sa svim aspektima savremene ljudske aktivnosti, posebno u poslednje dve decenije. Klimatske promene, koje su sve ozbiljnijeg i destruktivnijeg karaktera za prirodno okruženje, uslovile su nov način ponašanja. Koncepti održivog poslovanja i održivih projekata moraju biti uključeni u poslovanje kompanija kako bi se zaštitila prirodna sredina, koja je neophodna za postojanje svakog oblika života na Zemlji, samim tim i ljudi. Za razliku od generisanja sredstava u ekonomiji obima, održive inicijative poštuju društvenu dimenziju, odnosno „ljudski“ element, koji je u suštini koncepta da ne dovodi životnu sredinu u veću opasnost – iznad granice samočišćenja, već da koristi obnovljive izvore energije i napredne tehnologije. Pošto su ljudi veza između ekonomije i životne sredine, važno je da održavaju zdrav način života i da se bave zdravim i kvalitetnim aktivnostima. Održive finansije obuhvataju korišćenje zelenih kreditnih linija i drugih finansijskih instrumenata za finansiranje inicijativa održivosti. Zeleni projekti, poznati i kao projekti održivosti, podrazumevaju razne investicione intervencije, uključujući Fid-in Tarife (FIT), kao i podsticaje za korišćenje biomase, solarne, hidroenergije i eolske (vetro) energije. Evidentno je da se preduzima veliki broj međunarodnih inicijativa za prikupljanje kapitala i investicija za održivu infrastrukturu na globalnom nivou. Fond za čiste tehnologije (CTF), Globalni fond za životnu sredinu (GEF) i Mehanizam čistog razvoja (CDM), uspostavljen Kjoto protokolom, samo su neke od inicijativa koje promovišu zeleno finansiranje. Rad ima za cilj da istakne značaj održivog razvoja i primenu svih inicijativa, planova i ciljeva koji proizilaze iz održivosti i podržavaju je. Jedan od održivih i veoma važnih pravaca su projekti zelenog finansiranja, kao i koncepti instrumenata zelene ekonomije, kojima je u radu posvećena značajna pažnja.

Zeleno finansiranje; održivo upravljanje; moderne organizacije; organizovane aktivnosti; održivi razvoj; zeleni projekti

M52

Revizor : časopis za upravljanje organizacijama, finansije i reviziju

Liderstvo kao važna odrednica u organizacijama lokalnih samouprava u Srbiji

Biljana Ilić; Zorica Đurić

https://casopisrevizor.rs/index.php/revizor/article/view/219

Lokalna samouprava u Republici Srbiji je specifična demokratska struktura, jer u krajnjoj liniji zavisi isključivo od građana. Rezultati lokalne samouprave zavise najviše od sposobnosti lidera, čija je uloga nezamenjiva, da služe interesima građana ali i od objektivnih okolnosti koje se brzo i neprestano menjaju. Rezultati su zato, od jedne do druge lokalne samouprave, potpuno različiti. Ne postoje objektivno definisani kriterijumi za ocenjivanje uspešnosti lokalnih samouprava, pa ona nije apsolutna već relativna kategorija. Ocena uspešnosti je vezana za stepen zadovoljstva građana. Koncept dobrog upravljanja objedinjuje karakterne osobine lidera i principe funkcionisanja lokalne samouprave. Sveukupni razvoj, sa ekonomskom komponentom kao najvažnijom i principom održivosti, predstavlja osnovni faktor uspešnosti lokalne samouprave. Lideri definišu ciljeve i pravce razvoja i kako da sprovedu ideje iz sopstvene vizije. Pozicija lidera se vezuje za promene, razmišljajući isključivo o budućnosti jer na prošlost ne mogu da utiču. Posvećenost lidera je karakteristika koju građani najpre prepoznaju i koja sadrži sve njihove pozitivne karakterne osobine. Najznačajniji lider jeste gradonačelnik, koji je nosilac autoriteta i moći da rešava probleme. Lideri mogu uspešno da funkcionišu samo kao tim dobro koordinisanih saradnika. Lokalna samouprava kao servis građana, garant je realizacije koncepta dobrog upravljanja, jedino kroz neposrednu dvosmernu komunikaciju sa građanima.

liderstvo; važna odrednica; lokalne samouprave; organizacija; Srbija

M52

Menadžment u sportu

INTERNATIONAL ORGANIZATIONS, SPORT AND SUSTAINABLE DEVELOPMENT: THE ROLE IN THE IMPLEMENTATION OF THE 2030 AGENDA

Zbiljić, Goran; Perović, Aleksandra; Đurić, Zorica

—

In contemporary society, the global interconnectivity of various sectors, including international governance, sport, and sustainable development, has become increasingly evident. The 2030 Agenda for Sustainable Development, adopted by the United Nations, outlines 17 Sustainable Development Goals (SDGs) that address economic, social, and environmental dimensions of global development. Beyond its traditional role in recreation and competition, sport is increasingly recognized as a powerful instrument for promoting peace, social inclusion, education, and public health. International organizations play a pivotal role in harnessing sport as a catalyst for achieving the SDGs. Through strategic initiatives, collaborative programs, and policy integration, entities such as the United Nations (UN), the International Olympic Committee (IOC), the World Health Organization (WHO), FIFA, and the Laureus Sport for Good Foundation actively contribute to advancing goals related to health promotion, quality education, gender equality, social equity, and the creation of sustainable communities. The aim of this paper is to explore the role of these international organizations in utilizing sport as a mechanism for social transformation and sustainable development. The research focuses on the strategies, frameworks, and programs implemented by these institutions to support key SDGs. Employing a descriptive, primarily qualitative analysis, the study draws on official policy documents, scientific literature, institutional publications, and organizational reports that examine the intersection of sport and development. Findings highlight the substantial contribution of sport to the realization of the SDGs, while also acknowledging persistent challenges in translating international strategies into actionable policies at the national and local levels. Although numerous sport-based initiatives have yielded positive outcomes, the research identifies a need for strengthened institutional frameworks, enhanced financial investment, and more effective alignment of sport policies with broader global development agendas.

sustainable development; international organizations; sport; SDGs; inclusion; sports policy

M24

Proceedings / 6th Virtual international conference Path to a Knowledge Society-Managing Risks and Innovation PaKSoM (October 21–22, 2024), Serbia, Niš

Managing Changes and Innovations in Companies - Aspects of Green Finance

Zorica Đurić; Biljana Ilić; Asmaeil Ali Mohamed Khmaaj

—

Constantly changing environments and innovation processes influence companies to adapt and change their business activities, operations, development strategy, and organizational structure and accordingly advance the skills and knowledge of their managers and employees to survive in the market. The success of companies and their managers is largely determined by the ability to respond to environmental changes. Quick response to changes and implementing innovations are the core factors that establish long-term business. This requires flexibility, information and knowledge, analysis, quality, continuous development, and sustainable finance. Today, green finance has become a crucial aspect of this process to ensure better environmental protection activities and overall outcomes. This paper aims to analyze and point out the importance and role of managing changes and innovations in companies with an emphasis on green finance since it represents the basis of the success of modern organizations contributing to the environmental protection and well-being of the community.

changes; innovations; management; companies; green finance

M33

EKONOMIKA POLJOPRIVREDA – ECONOMICS OF AGRICULTURE

Panel Data Analysis of the Impact of Agricultural Indicators on Economic Development Aspects: the Experience from the Brics Countries

Madzar, Lidija; Djekic, Ivan; Djuric, Zorica

—

The aim of this paper is to empirically assess the influence of the most significant agricultural measures on basic economic indicators in original BRICS countries (Brazil, Russia, India, China and South Africa), as well as to offer reasonable explanations for the nature of the established relations. For this purpose, two models were built: a) The Period Random Effects Model that traces their influence on GDP growth rate, and b) Two-way Random Effects Model that assesses their influence on Average income in BRICS nations. The paper determined mostly negative and statistically significant relations between mere agricultural measures and economic indicators, pointing to the conclusion that these countries are burdened by problems of law agricultural productivity, poor technological progress and low value added in their agriculture, as well as to the need for the implementation of more serious institutional, land, production, education, infrastructural and other fields of reforms in BRICS.

BRICS; GDP growth rate; Average income; Random Effects Models; agricultural productivity; agricultural indicators

M23

REVUE ROUMAINE DES SCIENCES TECHNIQUES — SÉRIE ÉLECTROTECHNIQUE ET ÉNERGÉTIQUE

Information System Development Of Electric Car Charging Stations By Unified Modelling Language Diagrams

Violeta Dimić; Predrag Milošević; Zorica Đurić; Aleksandar Stokić; Vojkan Nikolić

https://journal.iem.pub.ro/rrst-ee/en/article/view/1284/624

This paper presents a high-level approach to developing an information system for electric car charging stations, utilizing a Process Layer Supply pattern. This pattern organizes activity processes, business rules, visions, and goals that support system modelling. The paper models the system's structural and behavioral aspects using UML diagrams—specifically, class, use case, and activity diagrams — via the Papyrus UML2 tool. These diagrams facilitate visualizing functional requirements, user-to-system interactions, and system components for efficient planning, development, and implementation. The model addresses the most critical gaps in an electric car charging infrastructure and optimizes the information system's operations for practical implementation. The proposed system is designed to support future developments, like integration with dynamic demand markets for flexible pricing and optimized operations. Additionally, we use pseudocode to link abstract UML models to actual implementations, ensuring the accurate transfer of system logic to the corresponding code. Since every component of the charging network is logically interconnected, a sustainable foundation for future electric car mobility is established.

Information system; Electric car charging stations; Process layer supply; Unified modelling language (UML)

M23

Revizor : časopis za upravljanje organizacijama, finansije i reviziju

Uloga ljudskih resursa, poslovne psihologije i održivosti u upravljanju organizacijama: Osvrt i planiranje strategije

Zorica Đurić; Biljana Ilić; Milan Brkljač

https://casopisrevizor.rs/index.php/revizor/article/view/221

Funkcije ljudskih resursa, poslovne psihologije i održivosti dobijaju sve više na značaju u upravljanju organizacijama danas. Ova polja su duboko uticajna i međusobno povezana u oblikovanju načina na koji organizacije upravljaju svojom radnom snagom, neguju pozitivnu radnu atmosferu uz psihološko blagostanje zaposlenih i bave se ekološkim i društvenim odgovornostima kako bi postigle bolju produktivnost, zadovoljstvo zaposlenih, organizacionu efikasnost i održivu poslovnu praksu. Ovaj članak analizira i istražuje ulogu ljudskih resursa, poslovne psihologije i održivosti, njihove međusobne veze, odnose i značaj integracije u upravljanju organizacijama kao ključnih oblasti za postizanje poslovne efikasnosti i uspeha u današnjem veoma zahtevnom okruženju. Takođe, rad pruža uvid u temeljnu ulogu strateškog planiranja za implementaciju ovih oblasti u poslovnoj praksi organizacija radi postizanje efikasnih željenih rezultata i povoljne pozicije na tržištu.

ljudski resursi; poslovna psihologija; održivost; organizacija; upravljanje

M52

Proceedings book from Second International Scientific Conference “Challenges of Digitalization in the Business World”, Belgrade, November 23th, 2023

Digital Transformation and the Economy of Serbia

Đekić, Ivan; Đurić, Zorica; Simić, Milica

—

Digital transformation radically changes the basic assumptions of the functioning of modern society and the economy. The intensive growth of the scope of digital technologies in the last decade has led to structural changes in the economic activities of numerous countries in the world. Digital technologies enable companies to gain a competitive advantage, improve their products and services, and expand their markets. It has become very important for countries around the world to plan and successfully lead digital transformation in order to maintain the competitiveness of their economies and improve the living standards of their populations. The process of digital transformation leads to numerous problems and challenges in the world and in Serbia, which require research and answers. The authors research the digital transformation of the economy of Serbia. The paper considers and analyzes the challenges of digital transformation faced by the domestic economy. The aim of the paper is to determine the state of the domestic digital economy and identify the problems that stand in the way of a successful digital transformation in Serbia. In particular, the position of domestic digital economics in relation to Europe is analyzed. The authors suggest the main directions for the digital transformation of the economy of Serbia.

digital transformation; digital economy; digitalization; information and communication technologies; Serbia

M33

Proceedings Book from Second International Scientific Conference “Challenges of Digitalization in the Business World”, Belgrade

Advantages and Challenges of Managing Marketing and Marketing Communication in the Business Practice of Companies in the Era of Digital Transformation

Đurić, Z.; Đekić, I.; Ilić, B.

—

The extremely rapid development and spread of information and communication technologies (ICT), internet users, online communication worldwide and global competition, have forced companies to put marketing at the center of their business in order to launch more active sales and their online presence in the market emerging a new field of marketing: digital marketing. Digital marketing and marketing communication represent a complex business process with numerous aspects and online activities, which requires the necessity of a holistic and integrated approach of all traditional and digital marketing efforts and other operational functions of the company and efficient management of the entire process. It offers great opportunities for companies in boosting the sales, increasing the profits and business success. From the other side, digital transformation has brought numerous challenges to the companies in managing business and digital marketing activities and the need for the application of all technological innovations and permanent adaptation to new business conditions and customer demands. The aim of this research is to analyze the aspects of marketing and marketing communication in companies in the era of digital transformation, i.e. digital marketing through relevant literature and to give an insight into the advantages and challenges in managing those processes in the business practice of companies, emphasizing their importance for any company as a key field in achieving competitive advantage in the market and business success.

digital marketing; marketing communication; company; managing; technology

M33

Revizor - Časopis za upravljanje organizacijama, finansije i reviziju

Organizations of the European Union – The Main Actors in the Implementation of Environmental Sustainability Policy

Asmaeil Ali Mohammed Khmaaj; Biljana Ilić; Zorica Đurić

—

Održivi razvoj predstavlja složen, višedimenzionalan koncept, koji u savremenim uslovima poslovanja dobija na vrednosti, postajući jedna od bitnih tematika diskusije među naučnicima. Održivi razvoj počiva na tri stuba koji su međuzavisni i povezani – ekonomija, društvo i ekologija. Ekonomski stub se odnosi na smanjenje negativnih efekata ekonomije obima, i na njen smanjeni ekološki otisak na životnu sredinu. Društvena dimenzija održivosti počiva na društvenoj jednakosti i kvalitetu ljudskog života. Ekološka dimenzija, kao najvažnija, odnosi se na zaštitu prirodne sredine u najvećoj mogućoj meri, u cilju ublažavanja klimatskih promena i očuvanja Planete. Postoje mnogobrojni činioci na platformi održivosti i razvoja, odnosno organizacije koje imaju za cilj da vrše promociju održivog ponašanja, i streme ka predviđenim ciljevima, zarad dostizanja dobrobiti i blagodeti za čitavu društvenu zajednicu. Rad se bavi prikazom organizacija ili institucija koje čiji su glavni zadaci kreiranje politike koja štiti životnu sredinu, obzirom na činjenicu da je suštinska svrha koncepta održivosti proizašla upravo iz potrebe zaštite prirodnih resursa. U radu će se kroz uporednu analizu prikazati funkcionisanje Evropskog parlamenta, jedne od najvažnijih institucija EU, ali i ostalih institucija od značaja za sprovođenje i kreiranje političkih scenarija i upravljanja u pravcu zaštite prirodnih resursa, odnosno prirodnih bogatstava.

Održivi razvoj; održive dimenzije; organizacije EU; politika zaštite

M53

Jezik, književnost i mediji / Dvanaesta međunarodna naučna konferencija: Jezik, književnost i mediji, 26. i 27. maj 2023, Beograd

Communication in the Mass Media as a Marketing Function and Factor of Successful Business

Đurić, Zorica

—

Potreba za komunikacijom jednaka je prirodnom nagonu čoveka i kao takva sastavni je deo čovekovog postojanja. Razvojni proces čovečanstva, koji se može shvatiti kao imanentnost komunikacije i koji se razvija uporedo sa komunikacijom, svoj vrhunac je dostigao informacionim tehnologijama. Ubrzani razvoj komunikacionih tehnologija doneo je i nove zahteve na tržištu i u načinu poslovanja. Ovo se posebno odrazilo u sferi marketinga, koji poprima vodeću ulogu u savremenim organizacijama. Sve veći broj mas medija nalaže poslovnim subjektima i prisutnost u tim medijima i aktivnu marketinšku komunikaciju kako bi se ostvarila uspešnost u poslovanju. Savremeno poslovanje organizacija danas nije moguće zamisliti bez marketinških aktivnosti u mas medijima, koje podrazumevaju dvosmernu komunikaciju na relaciji proizvod - potrošač, kako bi se omogućila što bolja prodaja. Komunikacija u mas medijima u funkciji marketinga mora biti efikasna, targetirana i segmentirana u zavisnosti od vrste i obima poslovanja organizacija. Na taj način se jedino mogu postići značajni efekti u poslovanju i ostvariti poslovni ciljevi organizacije na zahtevnom globalnom tržištu, koga karakteriše sve prisutnija i izuzetno jaka konkurencija. Cilj rada je analiziranje aspekata komunikacije u mas medijima u funkciji marketinga i ukazivanje na njihov značaj u poslovanju organizacija kao faktora konkurentske prednosti na tržištu i uspešnosti poslovanja.

komunikacija; mas mediji; marketing; poslovanje; organizacija

M33

Proceedings from eight international scientific conference contemporary management challenges and organizational sciences (thematic focus: education and business in the global megatrends)

Green economy management, education for sustainable development and green projects - focus on Serbia

Biljana Ilić; Asmaeil Ali Mohammed Khmaaj; Zorica Đurić

—

The circular economy is built on sustainable development. As the "sky" above the other three pillars of sustainable development—economic, ecological, and social—the political and legal framework provides support. The paper will give a summary of the precise definitions and situations pertaining to sustainable development and the circular economy with regard to the subject of human resources education. By spreading awareness of sustainable development, humanity may be able to lessen its ecological impact on the earth and preserve the same circumstances for future generations. In other words, the article explores sustainability from the perspectives of the green economy and sustainability education, and it details the Republic of Serbia's path toward sustainable development. By writing on the topic, the author intends to influence suggestions for raising public awareness of environmental responsibility and natural preservation. Only individuals with an awareness of environmental concerns and a high level of education are able to lead the globe toward sustainability and the future.

Sustainable development; Circular economy; Green projects; Education; Serbia

M33

—

Determinants of modern business - Descriptive analysis

Biljana Ilić; Zorica Đurić

—

The book includes compiled writings from multiple editions or chapters from various publications that collectively relate to contemporary business practices. Considering the authors' expertise, this book offers management strategies and covers institutions crucial to the state, including political figures, healthcare providers, pension funds, and educational institutions. The author aimed to consolidate all the most significant papers on a particular subject in one place.

—

M42

Revizor

OKRUGLI STO: Primena održivog razvoja i zaštite životne sredine u privredi / Roundtable: Application of Sustainable Development and Environmental Protection in the Economy

Đurić, Zorica; Madžar, Lidija

https://casopisrevizor.rs/index.php/revizor/article/view/192

—

—

M53

Zbornik radova / [VI međunarodna naučna konferencija] Regionalni razvoj i prekogranična saradnja, Pirot

Oblasti i aspekti regionalne saradnje u turizmu koji utiču na uspešnost poslovanja

Biljana Ilić; Zorica Đurić; Tijana Krušković

—

Brzina promena modernog društva utiče na brojne odnose i saradnju među subjektima iz raznih oblasti poslovanja. Saradnja subjekata pak doprinosi ostvarivanju održivog privrednog razvoja, kao i ostvarivanju raznih društveno-ekonomskih benefita, što je od suštinske važnosti za ekonomiju jedne zemlje. Obzirom na sve veću konkurenciju i zahteve tržišta, savremena “turbulentnost”, može uticati na brojne oblasti i aspekte različitih vidova saradnje. Regionalna saradnja je posebno značajna za turizam, koji je kao vrlo kompleksna i specifična privredna grana izuzetno podložan uticajima iz okruženja. Stoga, regionalna saradnja u turizmu, danas predstavlja jedan od ključnih aspekata za uspešno poslovanje i prevazilaženje mnogih izazova sa kojima se susreću turistički subjekti. Cilj ovog rada je da pruži uvid i analizira regionalnu saradnju u turizmu sa osvrtom na važne aspekte i oblasti te saradnje, koji mogu biti od koristi u prevazilaženju ključnih problema, ali i od pomoći u ostvarivanju uspešnijeg poslovanja turističkog privrednog sektora.

turizam; brzina poslovanja; regionalna saradnja; oblasti saradnje; aspekti saradnje

M33

Proceedings / 5th Virtual international conference Path to a Knowledge Society-Managing Risks and Innovation PaKSoM 2023, Serbia, Niš, October 23–24, 2023

The Role of Artificial Intelligence in Human Resource Management

Biljana Ilić; Zorica Đurić; Bojana Ostojić

—

The field of human resources (HR) managers is one of several areas of business that artificial intelligence (AI) is beginning to have a growing impact on. Finding and hiring the finest people for a position is the responsibility of the HR manager, and using artificial intelligence in HR can significantly affect the hiring and human resource management processes. Automation of mundane jobs like screening resumes and choosing people for job interviews is one of artificial intelligence's largest effects on human resources. The candidate selection process can be made more effective and less prone to human mistake by using software solutions that rely on machine learning algorithms and data analysis. The paper's goal is to investigate how artificial intelligence affects human resources, both from a positive and a negative side.

Artificial intelligence; human resources; positive side; negative side; management

M33

Handbook of Research on Quality and Competitiveness in the Healthcare Services Sector

Research and Development of Regional Cooperation in Serbian Tourism

Biljana Ilić; Zorica Đurić; Slavica Anđelić; Gordana Đukić; Tijana Krušković

—

As a country, Serbia is paving the path for membership in the European Union - facing many complex challenges, where a significant place belongs to the solution of environmental protection and sustainable development problems. Approaching these challenges effectively contributes to regional cooperation in the field of resource utilization for sustainable development, as well as for the improvement of the health of all citizens. In the scope of economic branches, specific forms of tourism business: ecotourism, rural tourism, health, and recreational tourism, could be of great importance for financing the protection of sensitive areas, i.e., the socio-economic development of the population in Serbia. The subject of the chapter is the research and development of regional cooperation that affect the tourism sector of Serbia, with an emphasis on health tourism. The aim of improving regional cooperation is to achieve a more successful business in the field of tourism, especially in specific tourism branches, such as health and recreational tourism.

—

M14

Topola = Poplar

Sistemska zaštita životne sredine i determinante održivog upravljanja

Biljana Ilić; Zorica Đurić

—

Zaštita životne sredine u današnje vreme predstavlja ključni i najvažniji aspekt svih aktivnosti globalnog društva. Njena ugroženost usled brzog ekonomskog i tehnološkog razvoja, poprima sve više odlike ekološke krize, postajući problem koji dovodi u pitanje opstanak života na Zemlji. Pravi izazov savremenog društva jeste sinergija na svim nivoima, odnosno iznalaženje načina za sprovođenje njene zaštite i postizanja visokog nivoa kvaliteta. Kako životna sredina predstavlja kompleksan sistem, a sa druge strane njena zaštita obuhvata složenu oblast delovanja sa brojnim međusobno povezanim aspektima, elementima, merama i aktivnostima, to nalaže planski, integrisani i holistički sistemski pristup kroz determinante održivog upravljanja. Cilj rada je da analizom relevantne literature pruži uvid u kompleksnost i važne odrednice životne sredine, njenog sistemskog funkcionisanja i ukaže na značaj i neophodnost njene zaštite, uključujući planski, integrisani i holistički pristup, odnosno upravljanje životnom sredinom uz uvažavanje principa održivog razvoja. Na taj način autori daju skroman doprinos važnosti temi dugoročne zaštite i očuvanja životne sredine, posebno posmatrano iz ugla njenog nasleđa za buduće generacije.

životna sredina; održivi razvoj; zaštita životne sredine; determinante upravljanja; sistemski pristup

M24

Jezik, književnost i industrija : zbornik radova sa Jedanaeste međunarodne konferencije Fakulteta za strane jezike, održane 22. i 23. septembra 2022. godine

Uloga poslovne komunikacije u pružanju kvalitetnih usluga u turizmu

Đurić, Zorica

—

Poslovna komunikacija je od izuzetne važnosti i predstavlja polaznu osnovu za sve vrste poslovnih transakcija i uspostavljanje dobrih poslovnih odnosa, a time i jedan od ključnih aspekata za uspešno poslovanje organizacija u svim privrednim granama, jer utiče na sve aspekte poslovanja, što se naročito odnosi na uslužne delatnosti. Poslovna komunikacija ima posebno značajnu ulogu u turizmu, koji, kao izuzetno specifičnu uslužnu granu, karakteriše stalna direktna interakcija i komunikacija između zaposlenih i turista, što je ključni i sastavni deo kvaliteta turističkih usluga, čime se ostvaruje zadovoljstvo turista, a time i unapređuje uspešnost u poslovanju. Poslovna komunikacija u turizmu obuhvata mnogobrojne i kompleksne aspekte komunikacije, kao i sve vrste i oblike komunikacije, kako između turista i zaposlenih, tako i između zaposlenih, poslovnih partnera, medija, što uključuje javno oglašavanje i marketing, odnose sa javnošću i korisnicima usluga, imidž organizacije, čime značajno utiče na nivo kvaliteta svih turističkih usluga. Cilj ovog rada je da analizira ulogu poslovne komunikacije u pružanju kvalitetnih usluga u turizmu, da uvid u njihove najvažnije aspekte i ukaže na značaj poslovne komunikacije u postizanju boljeg kvaliteta usluga, jer predstavljaju polaznu i ključnu osnovu za ostvarivanje uspešnosti u poslovanju u svim segmentima turizma.

poslovna komunikacija; turizam; kvalitet usluga; turisti; poslovanje

M33

Ethical and Responsible Tourism

Managing sustainability in local tourism destinations at the organisation level

Đurić, Zorica; Topler, Jasna Potočnik

—

Protection and preservation of the environment through environmentally sustainable business practices should be implemented as an integral part of the tourism development strategy in all destinations and also applied within the business of all tourism organisations, especially hotels. In the tourism industry, hotels play a major and vital role as their primary purpose is to provide travellers with accommodation, food and other similar services. Hotels are integral part of the destination and structural element contributing in many ways to the destination competitiveness including tourism sustainable development. On the other hand, in the tourism sector, hotels are most frequently large environmental polluters. For all hotels, it is therefore extremely important to establish a system for managing environmental issues through sustainable development. The important question arises how hotels manage environmental sustainability in their practice, what kind of attitude and actions they have towards it and what kind of activities they apply in their operations. The aim of this research is to analyse aspects of environmental sustainability of hotels through the relevant literature and to offer an insight how hotels manage environmental sustainability in their business practice.

—

M14

Proceedings / 5th Virtual international conference Path to a Knowledge Society-Managing Risks and Innovation PaKSoM 2023, Serbia, Niš, October 23–24, 2023

Artificial Intelligence in Digital Marketing and Marketing Communication of Companies – Opportunities and Issues in Creating a New Future of the Company’s Business

Zorica Đurić; Biljana Ilić; Larisa Jovanović

—

Current business environment, characterized by fast changes, rapid development and spread of new information and communication technologies, internet users, and global competition, have raised the importance of digital marketing and marketing communication for all companies as a way to increase their online presence and competitiveness in the market. Efficiency of digital marketing in companies is highly dependent on latest technology trends. This implies the necessity of monitoring technological innovations and trends and their application in businesses, especially in marketing. Its implementation is a very demanding task and requires a lot of effort and resources. From the other side is an asset in strengthening the brand, online visibility, increasing the sales and thus success of the company. One of the top emerging trends in technology today is artificial intelligence (AI), which has become a dominant force that highly affects businesses and marketing. AI has brought numerous changes, opportunities, but also challenges and issues in managing marketing and marketing communication of companies. In the literature and practice, there is currently an open discussion with many questions and concerns about the AI topic and how it will influence and impact the business of the companies in future. This paper analyzes AI in marketing and marketing communication of companies as a driving force in creating and reshaping a new future of the company's business and provides an insight into key opportunities and issues of its application in company business.

Artificial intelligence; marketing; marketing communication; company; business

M33

Glasnik za društvene nauke - Journal of social sciences

Contemporary marketing and marketing communication in companies and management in the era of digitalization / Savremeni marketing i marketinška komunikacija u preduzećima i upravljanje u eri digitalizacije

Zorica Đurić; Biljana Ilić; Ivan Đekić

—

Poslovno okruženje danas odlikuju izuzetno brze promene, praćene intenzivnim tehnološkim razvojem i procesima globalizacije, što je donelo vrlo složene uslove za poslovanje preduzeća, jaku konkurenciju, kao i dominantan uticaj potrošača i brze promene u njihovim ukusima. Takvi uslovi nametnuli su da marketing i marketinška komunikacija zauzme primarno mesto u poslovanju preduzeća. Značaj marketinga ogleda se u tome što preduzeća putem njega mogu da odgovore na sve veće izazove i zahteve tržišta, poboljšaju svoju konkurentnost na tržištu i ostvare bolju prodaju i uspešnije poslovanje. Sa druge strane intenzivan razvoj informacionih tehnologija, koga uporedo prati ogroman rast upotrebe interneta i procesi digitalizacije u preduzećima, uticao je na razvoj i rast značaja digitalnog marketinga i još kompleksije zahteve u poslovanju. Zbog toga su permanentno uvođenje inovacija, digitalizacije i primena digitalnog marketinga, kao i neophodnost efikasnog upravljanja tim procesima, postali neizostavni deo poslovanja preduzeća. Cilj ovog rada je da putem analize relevantne literature da uvid u savremene aspekte poslovanja u eri digitalizacije u oblasti marketinga i marketinške komunikacije, kao i digitalnog marketinga u preduzećima i ukaže na njihov značaj i ulogu efikasnog upravljanja jer predstavljaju ključnu determinantu za postizanje bolje konkurentnosti na tržištu i uspešnog poslovanja preduzeća u današnjim turbulentnim uslovima poslovanja.

Marketing; marketinška komunikacija; digitalni marketing; upravljanje

M53

Proceedings [Elektronski izvor] / 4th Virtual international conference Path to a Knowledge Society-Managing Risks and Innovation PaKSoM 2022, Serbia, Niš, December 08–09, 2022

The significance of sustainability and the management of the green economy using modern technology

Biljana Ilić; Zorica Đurić

—

Global acknowledgment of the necessity of the shift to a green economy has been sparked by research into the negative impacts of past behavioral patterns and business models on the environment and human health. A green economy must be built on aims that are vastly different from the current, unsustainable ones. Understanding the interdependence between human and ecological well-being is the key because it inspires efforts to promote a fair and environmentally responsible economic system. The emphasis is shifted to long-term sustainable economic development with environmental protection as a result of the new opportunities for sensible decision-making at all levels, including those of the state, the economy, and the individual. By balancing contemporary accomplishments and business with the objectives of the green economy, the paper will modestly contribute to highlighting the value of new technology in specific spheres of human life.

green economy; business models; environment; new technologies; management

M33