Research Question: The main goal of the study was to investigate the degree to which Serbian businesses accept and use digital technologies as part of the digital business transformation process. Motivation: The main aim was to research the specific determinants of the digital economy, digital technology and digital business transformation. Through an empirical analysis, digital technologies were classified as primary and secondary and the motive was to examine whether digital technologies affect revenue growth, productivity improvement, increase in market share, customer satisfaction and employee satisfaction, reduction in operating costs, development and use of digital products, digital market expansion and digital platform development. Idea: The main idea behind the study was to determine to what extent the said technologies are employed in Serbian businesses, as well as to develop a model of the impact of digital technologies on business performance, which may serve as a basis for further research. Data: The research was conducted from October 2020 to March 2021. A questionnaire was sent to over 500 email addresses of Serbian companies, and 98 questionnaires were filled in and duly returned. We displayed the most important characteristics of our sample and that way pointed out its randomness and representativeness and explained the choice of data analytics methods we use. Tools: The research instrument was a questionnaire including the general information (Part I). Part II included the question regarding the primary and secondary digital technologies used in their daily business activities. In Part III, the participants were required to state the specific outcomes their company expects to obtain as a result of digital business transformation. Findings: Mobile technologies, social networks and cloud computing were found to be dominantly employed technologies by the Serbian businesses from the sample. In percentage terms, the second class of disruptive technologies was shown to be insignificantly present in the Serbian companies. Finally, it appears that the role and importance of robotics and artificial intelligence have started to be recognised on the business scene. There is a significant impact of digital technologies on business performances, and we also give correlations between specific digital technologies and business performances, and intensity and statistical significance of impact in each case. We have also determined that some significant technologies make a latent, indirect impact on performances and shown the way that occurs. The analysis is performed after standardizing the ordinal scale values of variables making the results more accurate. Contribution: The paper provides the state of affairs regarding digital technologies use by Serbian businesses, as well as that of digital business transformation.

The purpose of this paper is to develop a generic hotel enterprise framework for operating business processes. That framework will encourage hotel and lodging enterprises to see their activities from a cross-industry process viewpoint instead of a narrow functional viewpoint. The process oriented perspective of business and hotel enterprises may surmount many of the weaknesses of the classical functional organizational structure and vertical management. The transformation of a hotel organization towards a business process management system with horizontal or process management point out the need to leave functional organizational in a hotel, and directs attention of its managers to different types of business processes: operating processes, management processes and support processes. Operating processes are a complete, dynamically coordinated and measurable set of activities or logically related tasks that use one or more input and produce outputs, at the same time creating value for hotel guests. This paper develops classification of operating business process on: the process of hotel housekeeping, the process of supplying necessary inputs, the process of guests arrivals and departures and the process of producing and serving food and beverage. The proposed framework for operating processes are very useful for hotel managers in Serbia, since they point out the relevance of more consistent application of business process management system in dayto-day business activities with the aim of effective decision-making.

The purpose of this paper is pointing out the relevance of outsourcing of business process project and strategic option for improving enterprise efficiency and realizing the competitive advantage. The aim of the paper is designing a conceptual model for implementation of BPO concept, which contains four generic steps: establish a business process outsourcing team, conduct a business process analysis, determine BPO possibilities, develop and present the business plan of BPO. The proposed model helps the clients and service provider organizations in understanding critical steps in realizing the intended BPO project.

The digital economy, as an economy primarily functioning via digital technologies, has made its impact on the development of the digital transformation concept. Such a form of business transformation requires the integration of digital technologies in all industries. The paper underlines the importance of the essential elements of transformation, regarding customer experience, operational processes, business models, employee experience and digital platform, along with the key business spheres, relating to competition, innovation and value, which digitalisation changes on the way. The main goal of the paper therefore is to point to the impact of digital transformation on the process of formulating new corporate strategic directions. With this in mind, the main aim of the paper is to stress prospective corporate strategic directions of digital transformation under conditions of deep digital penetration. The paper is based on the working hypothesis that despite the fact that existing businesses most commonly start with market penetration, through developing a digital technology strategy, as well as digital market expansion strategy, further development of digital transformation leads to the creation of digital platforms that are built by mutual collaboration of numerous stakeholders connected through joint value creation and its delivery.

Human capital and population skills are the main drivers of economic growth and national competitiveness in the modern economy. The paper investigates the current state and development potential of selected European countries in the field of population skills competitiveness. Particular attention is paid to this issue in relation to the Balkan countries. The aim is to identify the factors of population skills that are critical for competitiveness of the Balkan countries and which have to be improved in the future. The analysis is based on the data published by the World Economic Forum in "the Global Competitiveness Report 2018". The research has been done by applying the comparative analysis and benchmarking method. The research findings indicate that the level of population skills competitiveness of the Balkan countries lags significantly behind the top European countries. This study contributes to the skills and human capital literature and it could have practical implications in formulating the development policy of population skills in European countries.

The main aim of this paper is to point out the role and importance of organizational behavior as applied behavioral discipline in the business of modern enterprises. Namely, organizational behavior is an area of organization science that deals with the study of behavior of employees in an organization in order to manage those behaviors. The paper emphasizes the place of organizational behavior in the system of disciplines of business economics, its roots, as well as its connection with other behavioral and non-related disciplines. Within the increasingly common practice of evaluating the impact of realized research using the software program Harzing's Publish or Perish (2013), the author identified the twenty most cited books and authors in the field of organizational behavior. By comparative analysis of identified publications, the author defined a modified model of organizational behavior that includes three levels of analysis, a large number of independent variables that affect the behavior of employees at individual level, as well as dependent variables, which occur as individual, group and organizational.