Dinko Primorac

Prof. Dr. Dinko Primorac


Research Focus & Metrics

Academic Career Length

4Years (2023-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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30 March 2024 in Administrative Sciences
Verified
Journal Article
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ŽTŽeljka Marčinko Trkulja
Željka Marčinko Trkulja
DPDinko Primorac
Dinko Primorac
IBIrena Bilić
Irena Bilić
This paper delves into the concept of socially responsible marketing and its significance in fostering diversity, equity, and inclusion within organizational environments. It elucidates the connection between marketing and corporate social responsibility (CSR), showcasing methods of integrating social responsibility into marketing activities. Ethical principles inherent in socially responsible marketing are delineated, along with examples of CSR programs and projects within marketing initiatives. Furthermore, the paper explores the context and nature of diversity management policies and practices in organizations, highlighting the need for aligning marketing efforts with inclusive practices. It delves into the perception of various antecedents and consequences of diversity, equity, and inclusion at individual, group, and organizational levels, emphasizing the role of marketing in shaping perceptions and fostering inclusivity. Additionally, the paper addresses systemic, structural, organizational, institutional, cultural, and societal obstacles related to diversity, equity, and inclusion, underscoring the importance of socially responsible marketing in overcoming these challenges. It provides insights into how marketing initiatives can contribute to dismantling barriers and promoting diversity and inclusion within diverse organizational settings and workplaces. In conclusion, the paper underscores the pivotal role of socially responsible marketing in advancing diversity, equity, and inclusion agendas within organizational settings. It emphasizes the need for ethical and inclusive marketing practices and offers recommendations for incorporating social responsibility into marketing strategies to foster a more inclusive and equitable business environment.

4 February 2025 in ENTRENOVA - ENTerprise REsearch InNOVAtion
Verified
Journal Article
Open access
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Ivana MartinčevićIvana Martinčević
Ivana Martinčević
DPDinko Primorac
Dinko Primorac
BDBarbara Dorić
Barbara Dorić
Today, companies should develop and operate in a sustainable and green society with the least possible negative environmental impact. At the global level, it is necessary to awaken and develop an awareness of the need to accept the concept of sustainable development, thus the application of the Corporate Sustainability Reporting Directive (CSRD) and ESG (environmental, social, and governance) concept. The Corporate Sustainability Reporting Directive (CSRD) is the new EU legislation requiring all large companies to publish regular reports on their environmental and social impact activities. CSRD sets out reporting requirements and obligations for companies and expands existing rules on non-financial reporting. CSRD reporting will help stakeholders (investors, consumers, policymakers, and others) evaluate large companies' non-financial performance. This paper aims to explore the area of ​​sustainability reporting through CSRD reporting and its connection to the ESG concept in today's business world.

1 September 2024 in Business Systems Research Journal
Verified
Journal Article
Open access
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ŽTŽeljka Marčinko Trkulja
Željka Marčinko Trkulja
DPDinko Primorac
Dinko Primorac
Ivana MartinčevićIvana Martinčević
Ivana Martinčević
Background: Understanding the motivations behind consumer engagement on sports club social media can help clubs and marketers tailor their strategies to better connect with fans, fostering deeper loyalty and more meaningful interactions. By identifying what drives fans to engage—whether it is a genuine love for the brand or the pursuit of rewards—clubs can create more targeted content that not only boosts engagement but also strengthens the overall fan experience and community. Objectives: This study explores the impact of intrinsic and extrinsic motivation on consumer engagement with sports club social media, utilising the theoretical framework of Uses and Gratifications Theory. Methods/Approach: Using structural equation modelling and network analysis, different motivational factors, such as internal and external motivation, were analysed to determine their influence on engagement behaviours. Results: The findings reveal that both intrinsic motivations (e.g., personal identity, entertainment, and brand love) and extrinsic motivations (e.g., rewards, empowerment, and social interaction) significantly affect consumer engagement. Intrinsic motivations were strong predictors of high-quality engagement behaviours, including meaningful commenting and active participation in discussions. In contrast, extrinsic motivations, particularly the role of social interaction, were more associated with the frequency of posting and sharing content. Conclusions: These results underscore the importance of understanding the diverse motivational drivers behind consumer interactions with sports club social media to enhance fan engagement and loyalty.

Verified
Journal Article
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Katerina Fotova ČikovićKaterina Fotova Čiković
Katerina Fotova Čiković
Violeta CvetkoskaVioleta Cvetkoska
Violeta Cvetkoska
DPDinko Primorac
Dinko Primorac
The intersection of green finance and artificial intelligence (AI) represents a rapidly emerging and high-impact research domain with the potential to reshape sustainable economic systems. This study presents a comprehensive bibliometric and network analysis aimed at mapping the scientific landscape, identifying research hotspots, and highlighting methodological trends at this nexus. A dataset of 268 peer-reviewed publications (2014–June 2025) was retrieved from the Web of Science Core Collection, filtered by the Business Economics category. Analytical techniques employed include Bibliometrix in R, VOSviewer, and science mapping tools such as thematic mapping, trend topic analysis, co-citation networks, and co-occurrence clustering. Results indicate an annual growth rate of 53.31%, with China leading in both productivity and impact, followed by Vietnam and the United Kingdom. The most prolific affiliations and authors, primarily based in China, underscore a concentrated regional research output. The most relevant journals include Energy Economics and Finance Research Letters. Network visualizations identified 17 clusters, with focused analysis on the top three: (1) Emission, Health, and Environmental Risk, (2) Institutional and Technological Infrastructure, and (3) Green Innovation and Sustainable Urban Development. The methodological landscape is equally diverse, with top techniques including blockchain technology, large language models, convolutional neural networks, sentiment analysis, and structural equation modeling, demonstrating a blend of traditional econometrics and advanced AI. This study not only uncovers intellectual structures and thematic evolution but also identifies underdeveloped areas and proposes future research directions. These include dynamic topic modeling, regional case studies, and ethical frameworks for AI in sustainable finance. The findings provide a strategic foundation for advancing interdisciplinary collaboration and policy innovation in green AI–finance ecosystems.

1 December 2023 in Business Systems Research Journal
Verified
Journal Article
Open access
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IBIrena Bilić
Irena Bilić
DPDinko Primorac
Dinko Primorac
ŽTŽeljka Marčinko Trkulja
Željka Marčinko Trkulja
Background: In the dynamic realm of business, ethics serves as a critical compass, guiding the delineation between right and wrong actions. Gaining momentum as a focal point within organisational discourse, the concept of ethics has burgeoned into a cornerstone element of corporate identity and operations. Objectives: This study aims to dissect the theoretical underpinnings of moral virtues—specifically wisdom, justice, courage, and restraint—and their intersection with the managerial profession and associated personality traits. We propose the extension of the Mintzberg model of managerial traits from the perspective of virtue ethics. Methods/Approach: Employing a theoretical review methodology, this investigation traverses through each identified moral virtue, engaging with contemporary research and scholarly publications within the domain of virtue ethics. Results: The analysis affirms that virtue ethics, with its emphasis on character and morality, is instrumental in shaping the framework for managerial conduct and decision-making. The exploration identifies a symbiotic relationship between managerial virtues within the Mintzberg model of managerial traits, highlighting how these elements collectively contribute to the effectiveness and ethical grounding of managerial practices. Conclusions: The findings underscore the indispensability of moral virtues and specific personality traits in the cultivation of proficient and ethically oriented managerial professionals. The extended Mintzberg model can be a relevant starting point for a more detailed discussion regarding virtue ethics in a globalised economy.

14 April 2026 in Sustainability
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Journal Article
Open access
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VRVladimir Ristanović
Vladimir Ristanović
DPDinko Primorac
Dinko Primorac
Katerina Fotova ČikovićKaterina Fotova Čiković
Katerina Fotova Čiković
In recent years, fast-growing economies have taken a leading role in advancing energy efficiency, driven by the adoption of international best practices and increased investment in research and innovation. This study investigates the role of energy efficiency in reducing CO2 emissions in both developed and fast-growing countries, which together account for the highest levels of global emissions. The panel regression models were developed for four country groups: the World, G-7, EU, and BRICS, using OECD data from 2000 to 2022. The analysis focused on a consistent set of indicators across these groups that contribute to understanding the dynamics of emissions reduction. The results indicate that industrial production and population density are primary drivers of CO2 emissions. Additionally, real GDP per capita growth is associated with increased energy supply. Countries with a lower share of renewable energy tend to have higher emission levels. The results show that industrial production and population density are the main drivers of CO2 emissions, while renewable energy reduces emissions across all country groups. Energy efficiency, measured through both energy productivity and energy intensity, is significantly influenced by material productivity, renewable energy use, and technological specialization, although these effects vary across country groups. The findings highlight substantial structural differences in how economies balance growth, energy use, and environmental performance.