Scholars have emphasised the importance of green settings in today’s business paradigms. Studies on green behaviour have produced a plethora of noteworthy discoveries, whether focused on financial success, individual capabilities, or development. However, despite significant growth in interest in green business practices, the relationship between individuals’ willingness and green competencies has received little attention. This article used the customised green competencies conceptual model to investigate how green skills influence organisational performance and their relationship with the willingness moment. This article developed an innovative human resource management approach to address these difficulties. A questionnaire was used to perform empirical statistical research with 516 respondents from Serbian universities. Different mathematical and statistical methodologies were used to analyse the results. The findings corroborate the suggested theoretical model, and they suggest that green competencies will influence people’s willingness to participate in green activities. This article gives new information on human behaviour and organisational effectiveness in a green atmosphere. It includes managerial and practical consequences and recommendations for businesses looking to improve their social responsibility and environmental sustainability.

Climate factors have an impact on plant life cycle, yield, productivity, economy and profitability of agricultural production. There are not a lot of studies on understanding of influence of climate factors variation on maize yield in agro-ecological conditions of Serbia. The aim of this paper is analysis of variation of climatic factors over a long-time period, as well as assessment of impact of the examined climate parameters on maize yield in two localities in the Republic of Serbia. For the analysis of climatic factors (temperature, precipitation, sunshine, humidity) in the region of Central Serbia and Vojvodina, the data of meteorological stations Kragujevac and Sombor during two thirty-year periods (1961–1990 and 1991–2020) were used. In order to determine the existence and strength of the relationship between the observed climatic factors and maize yield, a correlation analysis of these indicators for the period 2005–2020 years, was performed. In the period 1991–2020, the average values of temperature were annually increased for 0.046 °C in Kragujevac and for 0.05 °C in Sombor, and in the same period the average value of sunshine on an annual level was increased for 1.3 h in Kragujevac and for 5.01 h in Sombor, 2020 in comparison to average values in period of 1961–1990. The humidity was decline annually for 1.3 in Kragujevac and for 3.4 in Sombor in period 1991–2020 in comparison to average humidity in period of 1961–1990. The results of the correlation analysis showed that the maize yield was significantly lower in the years with expressed high temperatures and precipitation deficit. Based on these studies, established effect of climate change on maize yield and that this demand developing adaptation agricultural practice through creating maize hybrids and varieties with greater adaptability and improvement of agrotechnic measure.

Understanding users’ needs, the continuous growth of the quality of a rendered service, and the differentiation of services is imperative in order to attract new users and retain the existing ones. Numerous authors have conducted different empirical research studies to this day, and those studies have mainly dealt with the influence of the quality of services on user satisfaction and loyalty. This paper has made a step forward by including in the research an analysis of the influence of certain elements of digital marketing activities on service quality variables. The research study is aimed at determining how digital marketing elements influence service quality variables in the small- and medium-sized enterprises sector (SMEs) in the Republic of Serbia. This research study should help perceive the interdependence and the degree of the influence between the said elements, which may be helpful to managers of SMEs for preparing the plans, strategies and good practices that increase user satisfaction and loyalty.

The world is changing faster than ever before. Continuous changes are also affecting the higher education sector. The number of programs on offer is growing, attraction strategies are changing, and the branding and positioning of higher education institutions are gaining significance. The growing influence of social networks on personal choice cannot be ignored. Of the world’s population, 57% uses social networks and spends an average of 2.5 h a day on them. The most popular social network, Facebook, has up to 2.9 billion active users every month. Therefore, the questions arise as to which factors influence one or another consumer choice, how social networks contribute to brand awareness, and what impact brand has on the higher education sector. After systematic and comparative analysis of concepts published in the scientific literature, the analysis of brand, brand promotion concepts, and factors that increase brand awareness is performed. This study seeks to determine whether and to what extent individual factors influencing student motivation and social networking influence the distinctiveness of a higher education institution brand and how factors influencing student motivation and social networking affect the distinctiveness of higher education institutions’ brands in general. The results of this study can help higher education institutions to develop their own plans, strategies, and good practices. Research methods: systematic and comparative analysis of concepts and methods published in the scientific literature, mathematical and statistical methods, statistical processing, and expert survey.

Investing represents an investment in the present to achieve certain effects in the future, and risk is an essential part of the investment process. Scenario analysis involves key risk factors of the project, its sensitivity to changes in key factors and the likelihood of their changes. Scenario analysis allows us to assign probabilities to the base case, the best case and the worst case so that we can find the expected value and standard deviation of the project's NPV to get a better idea of the project's risk. The goal is to determine whether it is possible to make relevant investment decisions on the basis of the parameters of projects risk, such as the standard deviation and the coefficient of variation. The paper is based on a mathematical model, applied to a specific agricultural company. In our case, the project has a wide range of possibilities and a large potential negative value, which suggests a great risk of the project. Although the scenario analysis shows a higher risk, it is not clear if the project should be accepted or not, and therefore, it is necessary to conduct simulation analysis, in order to get reliable answers.

The brand represents valuable intangible assets and one of the most important resources that offers a number of benefits and therefore the brand must be constantly built and carefully managed. Through marketing efforts, companies try to create a strong and recognizable brand, which is actually something that exists in the minds of customers. Creation of a brand implies a number of activities: designing the brand elements, a unique trademark, characteristic propaganda messages and other activities aimed to position the brand on the market. The process of creating the market value of a brand aims to maximize the value of the brand itself. The three most important models in the brand planning and creating process are: brand positioning model, brand resonance model and brand value chain model.