Milica Popović

The electronic sports (e-Sports) industry is a professional sector of video gaming in which players, teams, and organizations compete according to defined rules, prize pools, and a commercial infrastructure analogous to traditional sports. Its significance derives from multiple interrelated factors influencing society, the economy, and technology, including the rapid expansion of the digital entertainment industry, its substantial economic, cultural, and social impact, technological innovations, professionalization of competitive gaming, and the global accessibility and democratization of sports. This paper examines the development, communication strategies, business models, and core financial mechanisms of the e-Sports industry, aiming to provide a comprehensive understanding of its distinctive characteristics. Over the past few decades, e-Sports has evolved from amateur arcade tournaments into a global industry that attracts millions of spectators, professional players, and investors worldwide. This growth has been driven by technological innovations, the expansion of the digital economy, the proliferation of the Internet, the emergence of streaming platforms, as well as the professionalization of teams and leagues. Public relations (PR) in e-Sports are defined by unique characteristics stemming from its digital nature, the rapid flow of information, a young and digitally literate...

This study examines the dynamics of income dispersion among European Union member states during the post-crisis decade. Focusing on the period from 2010 to 2019, the analysis investigates whether income differences across EU economies narrowed in the aftermath of the global financial crisis. Using annual data for 27 EU member states, we evaluate sigma-convergence by tracking the evolution of cross-sectional dispersion in real GDP per capita. The results indicate a statistically significant decline in income dispersion over the examined period, suggesting the presence of sigma-convergence. However, complementary panel estimations do not provide evidence of conditional beta-convergence once structural controls are included. These findings imply that the observed reduction in dispersion may reflect broader macroeconomic adjustment mechanisms rather than systematic catch-up growth among lower-income member states. The results contribute to the literature on European integration by highlighting the distinction between dispersion

Corporate governance is a set of mechanisms, rules and processes through which a company's operations are directed and controlled, with the aim of ensuring efficiency, accountability and transparency. At the same time, the economic security of a company implies the stability, resilience and ability of an organization to protect its resources and business interests from internal and external risks. The paper explores the connection between corporate governance and economic security, pointing out that well-implemented management principles contribute to risk reduction, strengthening investor confidence, more efficient use of resources and long-term sustainability of business. Special attention is paid to transparency, management accountability and the role of internal controls and corporate security systems in preserving the economic stability of a company. By analyzing relevant literature and practice, the paper points to the importance of an integrated approach to corporate governance and security management as key factors of competitiveness and survival of a company in modern business conditions.

The modern business environment is characterized by dynamism and constant changes, which are primarily reflected through accelerated technological development, growing competition on the market and increasing expectations and demands of consumers. In such a context, company management becomes one of the key factors that determines the business success and competitive advantage of the organization. The aim of this work is to investigate the role of management in modern companies through the analysis of relevant theoretical approaches and previous research, without relying on own empirical data. Special attention is paid to strategic planning, human resources management, implementation of innovations, as well as the company's ability to adapt to changing and unpredictable business conditions. The paper also highlights the main challenges that managers face in practice, providing recommendations for improving managerial functions, improving organizational efficiency and encouraging innovation. The analysis points to the importance of an integrated approach to management, which combines traditional management methods with modern concepts and practices, thus contributing to the sustainable development of the company and strengthening its strategic capacities.

Nowadays, entrepreneurship plays an important role in the development of economy in the Republic of Serbia. However, in order for entrepreneurial ideas to really come to life and become successful, it is necessary for entrepreneurs to have an effective marketing strategy that will help them gain recognition and attract customers. Precisely in this context, digital marketing has imposed itself as an unavoidable factor in modern entrepreneurship. The modern era of digital transformation has changed the way entrepreneurs approach marketing. Today, digital marketing is one of the most effective ways to gain recognition, increase sales and attract new customers. Entrepreneurs in the Republic of Serbia increasingly recognize the importance of digital marketing, and apply different digital marketing strategies to improve their business. The goal of this paper is to investigate the importance of applying digital marketing in entrepreneurship in the era of the new digital economy. Through the analysis that was conducted, it was determined that entrepreneurs in the Republic of Serbia attach great importance to digital marketing. It was also concluded that those entrepreneurs who have been in business longer and have a larger number of employees, at the same time attach more importance to digital marketing channels.

Performance measurement is crucial for evaluating the organization's progress against set goals, but it is not enough by itself. For example, although a business may record an increase in sales, this does not explain the causes of the increase. To move from mere performance measurement to effective performance management, an organization needs to analyze results and clarify their causes, as well as identify areas for improvement. A concrete example can be a situation in which a company notices a drop in the satisfaction of its customers. Instead of focusing only on data and figures, management should investigate the causes of dissatisfaction through surveys or feedback analysis. Based on these insights, it can develop strategies that will improve the user experience. In addition, the organization should be proactive and anticipate changes in strategic direction. For example, if a new trend emerges in the market, such as increased demand for sustainable products, management should be ready to adjust their strategies and resources to take advantage of the opportunity. This requires a methodology that includes data analysis, planning and implementation of actions that will help the organization to adapt and improve its performance at all levels.

The modern marketing concept is based on the development of new marketing areas that enable a better understanding and adaptation of strategic and management processes to the specifics of business organizations and real market conditions. This means that the successful application of marketing principles requires their transformation into practical activities that meet the specific needs of the market. One of the important indicators of the evolution of marketing is its increasingly widespread application in various market segments, which has resulted in the development of new marketing disciplines. Examples of these disciplines include the following: international marketing, services marketing, tourism, trade marketing, financial institution marketing and e-marketing. International marketing focuses on doing business in global markets and adapting to different cultural, economic and legal frameworks. Services marketing is specific to intangible products and often includes a greater emphasis on consumer s

Organic agricultural production as a holistic approach that aims to promote food production without the use of synthetic chemical fertilizers, pesticides, genetically modified organisms and the system of food production and use takes place in accordance with the principles of preserving biodiversity, soil and ecosystems. However, this system of agricultural production incurs significantly higher costs, and the price of organic agricultural products comes also at a high cost. In addition to the price, one of the most important aspects of acceptance of organic agricultural products by consumers is environmental awareness. The aim of this paper is to analyze the potential for the improvement of digital marketing channels for the promotion of organic agricultural products. The factor analysis applied in this paper has shown that advertising through digital marketing channels has the potential to boost sales, according to producers of organic agricultural products in the Republic of Serbia.

Personnel selection for an organization is an extremely important process. Modern organizations strive to improve the process of recruitment and selection of personnel as much as possible, in order to provide the organization with quality personnel and thus long-term competitiveness. In addition, the evaluation criteria on which the recruitment and selection process is based is also important, as it has a large impact on the final selection of candidates. Therefore, the aim of this paper is to propose the application of multi-criteria decision-making methods for the process of determining the weighting coefficients of evaluation criteria. Accordingly, the SWARA (Step-Wise Weight Assessment Ratio Analysis) method for determining weights was applied in the paper. The SWARA method proved to be extremely reliable when it comes to defining the weights of evaluation criteria, primarily due to its simplicity and the fact that respondents and domain experts could easily express their views on the issue.