This paper explores the impact of marketing mix instruments on the students’ satisfaction in faculties in the Republic of Serbia and Spain, with the aim of determining how significant the effects of each marketing mix tool and their combinations are in relation to satisfaction of students in Higher Education Institutions (HEIs). The detailed literature review is provided in the theoretical part, which contributes to a better understanding of terms like marketing in higher education, marketing mix instruments in higher education and students’ satisfaction. Data were collected from 896 respondents, who are all students at the faculties in Serbia and Spain, and were obtained using the questionnaire purposefully composed for this research. The methods used to highlight any gaps in this marketing mix practice and the relative customer–student satisfaction in HEIs are statistical analyses (descriptive analysis, correlation analysis, multiple regression analysis and t-independent samples tests), leading to the general conclusions regarding the following: by improving marketing mix instruments (service, distribution, human factor, physical evidence, service process) we can, and by improving (price, promotion) we cannot, improve students’ satisfaction in higher education institutions. The general conclusions clearly highlight what needs to be improved in practice in higher education institutions to improve students’ satisfaction, especially students’ loyalty, students’ choices, students’ satisfaction with the quality of the marketing mix instruments at the faculty, students’ satisfaction with expectation which they had upon enrolment and student satisfaction with the public image of the faculty, which is the main goal of these institutions.

Wine production is directly related to the environmentally responsible production. In recent years, due to demands for an environmentally responsible wine production in the Republic of Serbia, wine producers have become aware of the environmental responsibilities and are taking measures to prevent environmental problems. The objective of this research was to investigate attitudes of winery owners/managers on business performance of the wineries concerning the environmental behavior and its disclosure. The research has been conducted in the period from July to the end of October 2021 on a sample of 330 small wineries in the Republic of Serbia. The data were processed in the Smart PLS software v.3.2.7. The findings show a positive connection between of both service and financial performance with an ethical environmental behavior and environmental disclosure. However, no positive connection between innovative performance and ethical environmental behavior or ethical environmental disclosure has been determined. The positive attitudes of managers on the environment influence the business performance of wineries and indirectly on environmental behavior and disclosure. The current study should contribute to the relevant literature, as it investigates not only firm behavior in the wine sector, but also the impact of firm performance on the environment.

This research examines the difference in the level of entrepreneurial orientation among university employees within the European Union compared to university employees in non-EU countries. The EU Member States included in the research are the Republic of Slovenia and the Republic of Croatia, and the non-EU countries include the Republic of Serbia, the Republic of Montenegro, the Republic of Bosnia and Herzegovina, and the Republic of Northern Macedonia. In the sample of 1474 respondents, the ENTRE-U scale was used to measure the entrepreneurial orientation of universities, and multivariate analysis of MANOVA variance was used for data processing. The ENTRE-U scale has proven applicable not only to developed countries but also developing countries. Moreover, it proved that being a member of the European Union in this part of Eastern Europe does not significantly affect the entrepreneurial orientation of universities.

In the emerging business environment and with the rapidly growing contemporary business trends, the concepts of entrepreneurship and entrepreneurs tend to adapt to the new circumstances of business practice. According to the entrepreneurship theory, entrepreneurs possess universal characteristics, but some characteristics of entrepreneurs are conditioned by the specificities of their own national culture. Also, entrepreneurship concepts vary from one country to another. The link between entrepreneurship and entrepreneurial behavior and cultural values has been defined by a framework of dimensions of national cultures first introduced by a scientist - Geert Hofstede. Numerous studies on the subject point to a strong link between entrepreneurship and national culture. The aim of this paper is to provide a theoretical overview of the most important facts regarding the connection between entrepreneurship and national culture in general, with an emphasis on the national culture of the Republic of Serbia and its entrepreneurial environment.

Creating a satisfied and loyal customer base is one of the prerequisites for a long-term survival of the bank in a competitive market, such it is today. Considering that, to achieve a client satisfaction as well as to establish loyalty, it is necessary to have competent, satisfied and motivated employees. That is the reason why banks tend to increasingly shift their attention from traditional to internal marketing. Therefore, the aim of this research is to determine the key internal marketing activities which are crucial for the bank employees' perception of overall quality of internal marketing. Besides, it is necessary to find out are there correlations between all of the extracted key internal marketing activities and all forms of employee satisfaction. The research was conducted in eight branch offices of two banks in Belgrade and Novi Sad and includes 165 respondents employed in said banks. Based on the provided results, a scientific confirmation was given of the importance of internal marketing for the employees' satisfaction in banks. Also, managerial implications are given which internal marketing activities are crucial for achieving the overall employees' satisfaction.

The paper aims to research the latest technologies for Wealth Management and use them to present the WealtTech approaches that give the best advice for investment management decisions and refer to the use of technology to provide financial services and solutions for Wealth Management. Wealth Management is a combination of financial planning and investment strategy analysis for capital growth. It includes retirement planning, inheritance tax, estate planning, and other activities according to investment preferences. Since WealthTech is a part of FinTech, it aims to manage investment funds and assets more efficiently, accessible, and personalized through data-driven insights and smart automation. Besides improving their efficiency, WealthTech aims to automate investment and wealth management services. WealthTech utilizes innovations like blockchain, artificial intelligence, and machine learning to improve investment decisions combining technologies for fund transformation and asset handling. These technologies include a wide range of solutions and include robo-advisors, social trading, robot-retirement, quant advisors, and micro-investing. WealthTech refers to the delivery of many kinds of financial services for Wealth Management based on digital solutions. Besides improving investors’ decision-making, the technology enables people to manage their finances efficiently. This approach use the best technology solutions more advanced than typical analysis used in financial institutions. Because of the advancements in software as a service (SaaS), big data, AI and machine learning, the programs provide personalized advice concerning wealth management and business strategies. This manuscript will present WealthTech solutions on the practical example and recommend the most attractive investment opportunities on the global market.