Success is fundamental to every organization and that is why organizations try to be successful. Organizations need unique business ideas and sufficient capital to be successful but no organization can exist without human resources. Therefore, employees are the main source of organizations’ success. The aim of the current paper is to highlight the benefits of the EFQM Excellence Model as a tool that helps to improve human resource management. To fulfill the aim of the paper, the secondary research based on the methods of analysis, comparison, and selection is performed. Case studies focused on organizations that improved their human resources management using the EFQM Excellence Model are used as the main sources of the secondary research. As a result, the secondary research provided a finding that the EFQM Excellence Model may be considered as a tool that helps to improve human resource management. Recommendation arising from the paper is to use the EFQM Excellence Model for improving organizations’ results including results towards employees.

This study conceptualizes how artificial intelligence (AI)-based customer engagement strategies can shape consumers’ green purchasing intentions, focusing on the theorized roles of attitude and perceived risk toward green products as articulated in prior literature. Building on contemporary research in sustainable marketing and consumer psychology, the article proposes a conceptual framework in which AI-enabled engagement influences green purchase intention via attitudes, with perceived risk operating as a boundary condition that moderates these effects. To qualitatively substantiate the salience and practical relevance of these constructs, an exploratory sentiment analysis of Amazon reviews for green products was conducted to surface emotional responses, perceived value drivers, and behavioral cues. The review corpus predominantly reflects positive sentiment alongside mixed subjectivity and factual commentary, highlighting recurring decision factors such as product quality, packaging, sustainability claims, and price sensitivity. Consistent with literature, the evidence aligns with the view that personalization and transparency can bolster trust and more favorable attitudes, while perceived risks—spanning greenwashing concerns, cost, and performance doubts—remain obstacles to adoption. Crucially, the sentiment analysis is presented as illustrative and does not statistically test the proposed mediation or moderation pathways; rather, it offers qualitative support that complements the literature-based conceptual model. The study contributes by integrating insights from digital technologies, consumer psychology, and sustainable marketing to guide authentic, strategic engagement practices that can encourage eco-conscious behavior.

At present, the economy is developing technologically, and the creative economy makes use of new knowledge, technology and human creativity. The creative economy consists of the creative and cultural industries. Many authors deal with the issue of the creative economy and conclude that the creative industry has the potential to lead the economic sector or the economic level of regions. This paper addresses the issue of key performance indicators in the creative industries. It defines concepts such as creativity, the difference between creative and cultural industries and key performance indicators (KPIs). The research for this paper focused on the world's most awarded agencies for creativity, the world's most awarded brands for creativity and the world's most awarded countries for creativity. KPIs can be used to identify and compare the work of organisations in the creative and cultural industries. If the goals of the organisation are set and selected correctly, KPIs will provide measures of effectiveness in achieving them. The aim of this paper is to define key performance indicators for the creative industries. The method of collecting and processing information was used to collect information and then process the information related to the given topic. The method of analysis and synthesis was used to select a number of secondary data from internet sources and to trace the relationships between the chapters. The method of comparison was used to compare the information obtained. The methods of induction and deduction are used to evaluate and draw general conclusions. One of the main sources of data for the piece was the WARC Rankings 2023: Creative 100, which represents the most awarded campaigns and companies in the world. The KPIs were developed in six areas: financial, client, project, people, sales and website. Financial KPIs are the most important and reflect the performance of the creative agency as a whole. Customer KPIs show performance for the customer domain, track cost per customer and track the customer satisfaction index. Project KPIs focus on the moving parts of the project, regardless of the project management methodology. People KPIs include specific and quantifiable metrics to measure people performance, effectiveness and productivity. In sales, monthly sales growth, sales target attainment, cost as a percentage of sales and shopping basket abandonment rates are monitored. Performance monitoring should be important to all business units because it shows and reflects performance that is important to the achievement of goals or the survival of the business or institution.

This paper investigates the use of AI tools—particularly ChatGPT—in managerial education, focusing on its application in the study of E-Commerce and Management. The paper employs qualitative content analysis and experimental testing with selected university students to evaluate the effectiveness of ChatGPT in learning tasks such as essay writing, comprehension, and problem-solving. The findings demonstrate that while ChatGPT enhances student autonomy and critical thinking, it also presents challenges, such as limited access to up-to-date data and the absence of source citations. The paper concludes with practical recommendations for responsibly integrating AI into educational processes to support academic achievement and curriculum innovation.