The research examines Generation Z’s (Gen Z’s) attitudes, behavior and awareness regarding sustainability-oriented products in two European countries, located in the region of Western Balkans, Bosnia–Herzegovina and Serbia. The research deploys generational cohort theory (GCT) and a quantitative analysis of primary data collected through an online questionnaire among 1338 primary, high school and university students, all belonging to Generation Z. It deploys a Confirmatory Factor Analysis (CFA) by running both Maximum Likelihood (ML) and Markov Chain Monte Carlo (MCMC) procedures, the latter being suitable for binary variables, which have been deployed in the study. The results of MLCFA provide evidence that there is a statistically significant and relatively strong relation between sustainability and circular economy attitudes (SCEA) and sustainability and circular economy behavior (SCEB), while there is a statistically insignificant and relatively weak relation between sustainability and circular economy behavior (SCEB) and circular economy awareness (CEW). The results of the BCFA, which is based on MCMC procedure, are similar to the results based on a rather commonly used MLCFA procedure. The results also confirm that Gen Z knows more about the companies which recycle products than it does about the CE as a concept, while the vast majority is concerned about the future of the planet and is motivated to learn more about the CE through CE and various awareness-raising measures.

This paper investigated the opportunities for public sector improvement by digitalization Financial Management and Control (FMC) system in the Western Balkans (WB) countries. Optimizing business processes within public sector through the digitalization of the FMC system offers opportunities for public sector improvement. The idea is to analyze the existing legal solutions on FMC system in the WB countries and evaluate the current level of digitalization of the system to find the abilities for improvement FMC. The data obtained through an interview with management persons in the Ministry of Finance of the WB Countries and key experts who worked on behalf of the EU as expert consultants on EU-funded projects. Also, we use secondary data collected by exploring literature and OECD reports. Since the database is limited, we use descriptive statistics to analyze the data and the case-study method. The digitalization of the entire system presented only at the entity and state level in Bosnia and Herzegovina. The research showed that the development of a quality FMC system can be enabled by the digitalization of the entire system. The main contribution of this paper is its focus on digitalization of FMC system, since there is limited research paper on this subject.

Trade of agricultural products plays an important role in food security, development of production and processing of products, strengthening the economy and GDP growth. The aim of this paper is to establish the trend of trade of food, live animals, drinks and tobacco in Bosnia and Herzegovina (B&H). Foreign trade of food products in B&H has been investigated for the past six years (2012- 2017). In B&H, annual import of agricultural and food products exceeds BAM 2.5 million and the export is approximately BAM 600 million. Food production is a strategic interest of every country. The coverage of import by export was the highest in 2017 (29.9%) and 2016 (29.4%), while the lowest was in 2014 (18.4%). During the investigated period, there was a deficit of trade in B&H. Both export and import in agro-food sector have been increasing recently, while the volume of export has a higher growth than import.

In order to determine the most effective method of advertising on Instagram and attract users of the application to become permanent followers of the site, for the purposes of this paper, we used primarily collected data through weekly testing of seven selected methods. Five organic (increasing the number of followers and interactions – removing inactive followers, tracking posting time, changing the number of “tags”, “liking” other users’ content and a combination of 4 “likes” and 1 comment) and two paid directly from the Instagram application (foreign advertising and advertising for the domestic market). The results of the research were processed by descriptive statistics. The paper represents the synergy of theoretical and empirical work. The first part will theoretically describe facts related to the second, empirical, part of the paper and the case study, which was designed and researched. The idea stemmed from the need to select the most successful methods from the large number of the ones used to organically increase the number of followers and the number of interactions on the site. There was also a need to check whether these methods were as good for advertising as they were paid for. Also, it was necessary to determine whether they bring results in relation to the invested engagement. Comparing the achieved results of organic and paid advertising methods, it was found that certain organic advertising methods give better results in some parameters than paid ones, while paid ones give better results in other parameters.

As studies have shown, family businesses are the oldest and most common form of business organization in the world and is a key foundation of the global economy. Experience has shown that the family firm in the Republic of Srpska increasingly opt for hiring professionals for public relations or hiring agency for this work, for resolving crisis situations. The problems they face are, on the one hand, an insufficient budget for the integration of marketing communications and the management of unreason benefit from IMC. On the other hand, sometimes it's already failed separation of family business relationships. Hypotheses to be proven, are associated with insufficient support from family firms by the authorities in the Republic of Srpska, which implies limiting the growth of family firms, and insufficient investment in IMC, regardless, whether family firms have developed an export strategy. Hypothesis has been detected at levels of cognition. The first is proved for the general hypothesis, and then the collateral hypothesis. The sample of 208 family businesses in the Republic of Srpska and statistical analysis methods are descriptive analysis and chi-square test.