A competitive business environment pushes beekeepers to the creation of value at a higher level than the competition in a way that is difficult to imitate. In order to survive in a competitive business environment, beekeeping producers must direct their resources towards innovative solutions, which can include honey quality assurance programmes and further product development, as well as creation of value-added honey products that is translated in good business performance. As the potential of the Republic of Serbia’s beekeeping production can be strengthened and its products exported beyond the national market, there is a need to examine the influence of a set of factors that can impact the beekeeper’s business performance. Therefore, this paper will examine the direct and indirect influence of the competitive environment (the business environment opportunities, threats and the relationships with the consumers) and innovative performance (in the field of marketing, product design, product quality, distribution, manufacturing and time to market) on the business performance of Serbian beekeepers. This research uses the SEM method with the SmartPLS tool. The findings of the model have confirmed that a competitive environment and innovative performance have a direct positive, statistically significant impact on the business performance of Serbian beekeeping production. A weak indirect influence of a competitive environment on the business performance of beekeepers has been confirmed. The model has proven to be significant, and a high percentage of variations in beekeepers’ business performance has been explained by the influence of two independent variables (competitive environment and innovative performance). As there is no previous research on the nexus of the competitive environment, innovative performance and business performance of Serbian beekeepers, these findings may be of special interest to authors and researchers, beekeeping organizations and representatives of agricultural advisory services.

The main objective of this research is based on the importance of wholesale markets as special market institutions in trade in agro-industrial products. Based on communication knowledge about the retail market operations (wholesale gross markets), on the domestic market, as well as the importance given to wholesale markets in the developed countries from the aspect of trade, it is concluded that even domestic trade can increase selling these type of products at wholesale markets. The subject of research of this paper is concept of building wholesale markets as a substitute for retail trade (quantitative or wholesale gross markets) for agro-industrial products. This paper aims to achieve such a level of knowledge that will enable making quality decisions starting from the interests of businesses, traders and customers (consumers).

The development of information technologies in modern times is an unquestionable process of creating new technological approaches in business. Almost all over the world, markets represent various levels of connecting people in communication and business. Their history and tradition oblige local governments and markets to influence their own future by applying digital technologies and marketing. The aim of the work is to achieve such a level of knowledge that will enable and encourage markets to use mobile devices to increase the efficiency of charging for their services. The use of mobile devices will enable the generation and processing of large amounts of data that will lead to more efficient market operations. The fact is that mobile devices are increasingly replacing or complementing fixed ones and providing unlimited possibilities. Research results show that by using these technologies we can increase the recording and billing of market services. It is precisely the use of mobile devices that will lead to more efficient economic operation of markets and intensify the effectiveness of communication with sellers, all for the purpose of satisfying the interests of consumers.

The aim of this work paper is to suggest efficient model of business efficiency in agro industrial products commerce, by integration of marketing mix instruments-product and price. Marketing research provides solid bases for foundation of good and efficient management moment, as an assumption of good market position. Based on determined goals and research objects, using qualitative methods of marketing research, the goal is the establishment of functional model of business efficiency. Another aim is to establish efficient communication model for interested parts, on relation service provider (enterprise), retailer, buyer and consumer in agro industrial products commerce within special market institutions (wholesale markets).

The development of technology has influenced agricultural production and the establishment of the Agriculture 4.0 system in practice. This research is focused on the selection of equipment and machinery suppliers for the needs of the MAMEX Company. When selecting suppliers, an approach based on the application of an intuitionistic fuzzy set for decision-making was used. This approach allows the uncertainty present in decision-making to be incorporated, considered, and, hopefully, reduced in order to make a final decision on which of the observed suppliers is the most suitable for this company. Ten criteria were used that enable the application of sustainability in the supply chain. Eight local suppliers of equipment and machinery were observed with these criteria. The results obtained by applying the SWARA (Step-wise Weight Assessment Ratio Analysis) method showed that the most important criterion for selecting suppliers is the reliability and quality of equipment and machinery, while the results of the CORASO (COmpromise Ranking from Alternative Solutions) method showed that the SUP2 supplier is the best choice for establishing partnership relations with the MAMEX company. This supplier should help the MAMEX company improve its business and achieve better results in the market. The contribution of this research is to improve the application of intuitionistic fuzzy sets in decision-making, and to emphasize the importance of equipment and machinery in agricultural production in the Agriculture 4.0 system.

The aim of this paper is research of the importance of auctions for wholesale of agro-industry products. Based on theoretical and scientific knowledge, the result that would encourage auction trade is demanded. The basic goal is, through the analysis of auction importance for trade, to affirm information and conclusions that may show that wholesale markets are appropriate place for auction trade in agro-industry. Therefore, the aim is to achieve expected result on the market, by auction trade, etc. by bid based on and equivalent to expected incomes. However, auctions are classical example of trade with mutual depended valuations, so theoretical and empirical researches tend to achieve the effect of efficiency and maximum revenue.