Jelena Spajić

University of Novi Sad · Department of Industrial Engineering and Engineering Management

This research aimed to examine the soft skills required by Information Systems Engineering students for their future work. A total of 49 students participated in the study conducted in October 2022. The study focused on analyzing 18 different soft skills, with a two-step approach. In the first step, participants were asked to rate the importance of...

Beauty applications and augmented reality beauty filters are widely used on social media platforms. These filters detect and transform facial features by overlaying digital masks on moving faces. In addition to beauty applications that are used for retroactive photo editing, augmented reality beauty filters adapt to facial features in real-time, re...

In today's rapidly evolving digital landscape, effective communication strategies play a pivotal role in the success of any organization. As businesses strive to engage and captivate their target audiences, innovative technologies have emerged as powerful tools to enhance communication efforts. One such technology that has garnered significant atte...

COVID-19 has brought a number of changes in people’s lifestyles as well as in business strategies. The consumers are moving towards social media and brands are forced to adjust their positioning strategies to retain existing and attract new customers. In generating the customer engagement, the brand content must match the visual preferences of its...

The consequences of the global pandemic have accelerated the digital transformation and created a new business environment. Adapting to the circumstances, brands have shifted their communication and sales on the online channel. Despite the growth of online shopping, the inability to test products is known to be one of the main obstacles to choosing...

With the global spread of COVID-19 in the first half of 2020 and new government measures introduced on almost daily basis, people living in Serbia were experiencing changes in their everyday life, including their shopping habits. Organizations were facing a potential economy crisis, but also changing customer attitudes and behaviors. In this paper,...

The Covid-19 virus pandemic has changed regular work processes in Higher Education Institutions (HEIs) all around the world. Regular classes have been suspended, and the traditional learning system has been replaced by an online approach. In order to teach continuously, teaching staff from the HEIs has focused mainly on the Learning Management Syst...

This chapter presents a research model aimed to investigate internal communication satisfaction (ICS) and employee engagement as prerequisites of employee happiness. Employee engagement is seen as a dependent variable to ICS and as an independent variable to happiness. The research is based on quantitative data collected from 174 employees working...

Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, amon...

Digital transformation has disrupted every domain of production management, as well as the human resource management as one of the production manager’s most important responsibilities. Besides of product and process design and issues involving planning and control of quality and capacity, production management also includes responsibility for organ...

In this study we address the importance of understanding career expectations of members of Generation Z. This generation represents the demographic cohort after the Millennials with a starting birth years in the mid-1990s to mid-2000s. Most of Generation Z have used the Internet since a young age and are comfortable with technology and social media...

Technology development is reshaping different types of communication – including business, marketing and corporate communication. In this paper we investigate the adoption of the latest technologies in corporate communications of the most valuable companies in the world. The usage of new technology trends in corporate communication was analyzed in...

The idea of sustainability originates from ecologically oriented analysis of reality, but it ceased to be exclusively the idea of the environment and become a relevant topic for all spheres, including the education. Education is a sensitive field where emotional incompatibility, social statuses and different economic interests collide, producing di...

The areas of overlap between the disciplines of marketing and entrepreneurship are substantial and they provide a wide variety of opportunities for multidisciplinary research. This paper lays out multidisciplinary foundations for the formal theoretical and practical treatment of the interaction between marketing, entrepreneurship and profitability...

Mergers and Acquisitions (M&A) have a long history but unfortunately a very short lifespan. The high degree of their failure opens up old issues and requires new answers. This paper presents an original view on Mergers and Acquisitions applying the scientific method of analogy with soap bubbles, with a special attention devoted to the ‘hard’ and ‘s...

The aim of this study is to shape, introduce and validate a brand-new tool to foster functional creativity of students, who represent a great source of fresh and applicable ideas for the efficient, prosperous and sustainable development.The first step was to create a new tool under name Doris and test it in a pilot study on the group of 40 high-sch...

While searching for the ways of enhancing students’ educational efficiency, the authors set the framework for the issue from two perspectives – educational and emotional, stressing the existence of a strong interdependence between emotional and cognitive ones. The focus of study is students’ perception of educational processes, the emotional states...

The main goal of this study is the construction of an integral model of strategic management, based on the comparative analysis among many well-established management concepts. It was found that new product development, total quality management (TQM), brand management and customer relationship management (CRM) share common characteristics such as s...

Abstract: Digital era and information and communication technology have brought enormous changes in both social and economic sphere, causing tremendous shifts in promotion activities, but also contributing to user empowerment. The current socioeconomic trends in consumer behavior in the context of the application of modern technology have created a...

Динамично и интернационализовано тржиште савременог доба намеће пословним субјектима све оштрије захтеве уз обавезу сталног унапређивања пословних процеса. Бити конкурентан у таквим условима значи бити спреман на нове изазове и примењивати проактивне пословне стратегије. Већина пословних субјеката, који стратешки воде своје пословање, одавно је пос...

Higher education is facing numerous challenges that are mainly created by technological environment. Technology offers different opportunities that improve the quality of education. An increasing number of technological innovations with wider application, with particular emphasis on advanced communication technologies, also affects the way in which...

In terms of continuous technology development, internetization and well-informed customers, business strategies should be the result of coordinated actions of strategic marketing with all other business functions in company. Integrated communication processes have the most important role in anticipating and creating consumer behaviour. Integrated m...

Environment unavoidably creates and imposes conditions, directions and results of companies' operations. Toward timely and adequate response to consumers' needs and desires, market-oriented company has 2 an obligation to constantly monitor and predicts environmental changes. As a skill of communication with markets, marketing ensures companies a nu...

Contemporary digital and Internet culture enables higher level of interactions between customers and companies, as well as among customers themselves. These trends are followed by faster new product adoption and innovation diffusion. The aim of this paper is to show the influence of social media in adopting new products during distinct stages of a...

The purpose of this paper is to contribute understanding of the role of unconventional individuals for innovation success. The fundamental themes of philosophy of innovation are the importance of individual experience, the importance of unconventional interpretations, and the importance of respect for individual uniqueness. This paper reviews curre...

In today's changing and highly competitive market environment, it is necessary to develop and implement processes that enable better demand fulfilment. Such circumstances dictate the requirements for more responsive way for satisfying the needs, which become crucial for achieving market success. The concepts of marketing and logistics are receiving...

It is required from scientists to publicly present their findings. Relationship between scientists and public through different media is not easy. This relationship is no longer an option but an imperative, regardless of scientist's field of research. In this paper, the role of social media in the promotion of scientific ideas and results of scient...

Nowadays, interaction between customers and companies is taking new forms and shapes that go beyond almost all aspects of traditional exchange. Thus, both companies and customers are initiators of the new ways to support each other's value creation, based on customization, developing new co-creation mechanisms. The authors' opinion is that consumer...

Deindustrijalizacija, kao fenomen kapitalizma, javlja se u gotovo svim privrednim okolnostima. Sa jedne strane, deindustrijalizacija može nas-tati kao posledica lošeg stanja u privredi jedne zemlje i gubitka kapitalne osnove, te samim tim i radnih mesta u industrijskom sektoru. Ovakav vid deindustrijalizacije izaziva negativne posledice po društvo...