Entrepreneurial marketing represents a non-traditional, opportunity-driven marketing approach that is particularly relevant for small and medium-sized enterprises (SMEs) operating in dynamic environments. The aim of this study is to examine how the implementation of various aspects of entrepreneurial marketing influences the organizational performa...

By Gordana Rendulić Davidović, Nikola Radosavljević, Neda Nikolić, Miraš Milašinović

This paper explores the perceptions of Serbian IT professionals regarding the impact of artificial intelligence (AI) tools on individual productivity in the context of IT business. As AI technologies become increasingly integrated into everyday work environments, particularly in knowledge-intensive industries, understanding user attitudes and exper...

By Nikola Radosavljević, Gordana Rendulić Davidović, Cariša Bešić, Miloš Papić