The main goal of the research is to determine the effects of the selected factors (organization culture, organization learning, market orientation and innovation culture) on the innovation performance of small and medium-sized enterprises in agribusiness. The Structural Equation Modeling method was used to test the research hypotheses. The results showed that the selected factors are significant determinants of innovative performance. In addition, the relationship between organizational culture and innovation performance, as well as organizational learning and innovation performance, was found to be fully mediated, and the relationship between market orientation and innovation performance was found to be partially mediated by innovation culture. Small and medium-sized businesses should be empowered in the globalized and fiercely competitive market of today by fostering product innovation, investing in the development of human resources and technology, and broadening their market reach. These initiatives are essential to enhancing their marketing plans and successfully taking on competitors.

The aim of this paper was to examine the differences in attitudes towards the influential economic, social and marketing factors on the growth of organic agricultural production. In addition to the above, the scientific goals of the work are to determine the persistence, nature of the connection and predictability of the above strategies for dealing with health problems. The subject of this research is the examination of the attitudes of the population of agricultural producers who own farms and students of the Faculty of Agriculture in Novi Sad according to the representation of influential sociological, economic and marketing factors on the growth of organic agricultural production. The instruments used in this research include a sociodemographic questionnaire constructed for the purposes of this research, methods of analysis, synthesis, induction and comparative methods. The results show that students have a moderately positive attitude towards the use of organic agricultural products, with income, employment and economic growth being significant predictors.

Ljudski resursi u svakoj organizaciji predstavljaju pokretačku snagu iste. Kroz evoluciju organizacije kadrovska pitanja, pitanja ljudskih resursa, su se rešavala na različite načine. U početku je to rešavano individualno od slučaja do slučaja i to intuitivnim metodama. Mnogi menadžeri su se oslanjali na sopstvene osećaje, koje zapravo kadrove treba da prime u organizaciju i na koja mesta ti kadrovi treba da budu raspoređeni. Ljudski resursi determinišu uspeh svake organizacije. Poboljšanje učinka zaposlenih je toliko ambiciozan i važan zadatak da sve više firmi formira svoja odeljenja za ljudske resurse. Menadžment preduzeća treba stalno da radi na kompromisu između zadovoljenja potreba zaposlenih i ekonomskih efekata, uz istovremeno vođenje računa o kvalitetu usluga koje su mu stavljene u nadležnost od strane osnivača.

Purpose - The study aims to examine the impact of digital marketing on customer satisfaction and loyalty in dental tourism, focusing on Serbia. Key digital marketing elements analyzed include website quality, social media presence, online reviews, price transparency, and the promotion of additional services, alongside customer satisfaction factors such as trust, engagement, risk perception, and value perception. Methodology - The research was conducted through an online survey with 220 respondents who used dental services in Belgrade and its surroundings. The collected data were analyzed using correlation and regression analysis to determine the relationship between digital marketing factors and user satisfaction and loyalty. Findings - The results indicate that online reviews and website quality have the most significant positive impact on customer trust and satisfaction, while social media presence and the promotion of additional services have a moderate influence. Price transparency emerged as a crucial factor shaping customer perceptions of dental services. Implications - The findings highlight the importance of digital marketing in dental tourism and can help dental clinics develop more effective marketing strategies. Future research could explore the long-term effects of digital marketing and conduct comparative analyses of different dental tourism markets.

Consumer needs are characterized by a very distinct complexity. The research on this topic is very interesting from the point of view of the availability of numerous and very different sociopolitical factors that, by their nature, influence the consumer. Also, the consumer, as an individual, has many characteristics that are interesting and very influential on his purchasing decisions, and which are the subject of study, both by retailers and marketing experts, with the purpose of providing better consumption results. All of them make maximum efforts to make the customer satisfied. As a subject of research in the paper, an analysis of consumer behavior was performed, the environmental factors that influence their behavior, as well as the combination of environmental factors that influence the decision to initiate an action, were defined. The aim of the research is to analyze the consumer in the context of the social and sociopolitical dimension, as well as to define the impact of marketing on his behavior. Based on the research, we can conclude that each consumer is an individual for himself, and accordingly expresses and satisfies different wishes and needs. His wants and needs can be systematically influenced through marketing activities. The way in which the consumerism of consumers and their decisions is influenced by the sociopolitical environment and the application of marketing activities is extremely interesting. The modern environment is characterized by the necessity of digital marketing, it represents one of the prerequisites for achieving competitiveness on the market, whether it is a product, service or person.