Ekonomija - teorija i praksa

GREEN PRODUCTS AND PRACTICES WITHIN SUSTAINABLE BANKING IN THE EUROPEAN UNION AND THE REPUBLIC OF SERBIA

Jelena Vapa — 2026-04-17

Contemporary concepts of sustainable banking
increasingly rest on the assumption that banks’ responsibility
towards society and the environment cannot be achieved through
isolated initiatives, but through the integration of sustainability
into core business models. Green products and practices
represent one of the key mechanisms through which sustainability
is embedded in banking operations and strategic capital
allocation decisions. The analytical approach in this paper is
aimed at examining the role of green products and practices in the function of sustainable banking, with particular reference to
the technological, organizational, and social dimensions of
banking operations in the European Union and the Republic of
Serbia. The analysis is based on a qualitative review of relevant
academic and professional literature, along with a synthesis of
contemporary banking practices. Special emphasis is placed on
process digitalization, the development of green financial
products, and the role of sustainability criteria in shaping credit
policies and banks’ social responsibility. The analysis indicates
that green products and practices represent important drivers of
the transformation of traditional banking models, while
simultaneously contributing to operational efficiency and the
long-term stability of the financial system.

CORPORATE BUSINESS IN THE DIGITAL ECONOMY-AN INTEGRATED MODEL OF STRATEGIC DRIVERS IMPACT ON FIRM PERFORMANCE

Đurđa Čakan — 2026-04-17

In the context of the digital economy, traditional
sources of competitiveness are undergoing transformation,
necessitating a transition to integrated management models. The
aim of this paper is to conceptualize a model that links key
strategic drivers—quality, innovation, digital transformation,
ESG sustainability, and resilience—with the business and
financial performance of firms. The subject of the paper is the
theoretical consideration and modeling of the relationships
between these strategic drivers and their business and financial
performance. The possibilities for the internationalization of the
SME sector through digital marketing and the automation of
financial functions are explored. The paper identifies
macroeconomic shocks and institutional quality as key external determinants shaping the model's success in a transitional
environment. The proposed integrated model suggests that
competitiveness acts as a key mediator, linking traditional values,
such as quality, with contemporary imperatives of digitalization,
ESG sustainability, and resilience, transforming non-financial
inputs into stable business and financial performance. The paper
identifies the digitalization of financial functions and strategic
digital marketing as key mechanisms for the internationalization
of the SME sector, emphasizing that, in the institutional
environment of Serbia, sustainable performance is achieved
through the synergy of technological automation and the
proactive use of support programs for ESG transformation.

DIGITAL TRANSFORMATION OF ACCOUNTING-INSTITUTIONAL FRAMEWORK, CHALLENGES AND IMPLICATIONS FOR FINANCIAL STATEMENT ANALYSIS IN SERBIA

Slaviša Vučurević — 2026-04-17

Digital transformation of contemporary accounting is
changing the way financial information is collected, processed,
and interpreted, thereby transforming traditional accounting
functions into a dynamic analytical and managerial system. The
aim of this study was to examine how digital technologies
influence the structure and analytical usability of accounting
data, with particular reference to the institutional and
technological framework in Serbia. Using a desk research approach, the study analyzes theoretical models, regulatory
documents, relevant literature, and the practices of selected
companies listed on the Belgrade Stock Exchange.The results
show that digital transformation contributes to greater accuracy,
transparency, and efficiency of financial reporting, but its full
analytical application has not yet been achieved. A gap has been
identified between formally introduced digital processes and the
actual integration of analytical tools into accounting practice.
Key challenges relate to the standardization of formats, the
development of digital competencies, and data security.The study
indicates that digital accounting in Serbia represents a
transitional phase between technical digitalization and analytical
transformation. The findings have scientific significance in the
systematization of contemporary approaches to digital
accounting and practical value for improving institutional and
professional capacities in the field of financial reporting and
analysis.

THE IMPACT OF JOB SATISFACTION ON THE ACTIVATION OF HUMAN CREATIVE POTENTIAL

Gordana Nikčević — 2026-04-17

Employee satisfaction in the workplace is often
highlighted as a key factor of successful business operations, but
its connection with the release of human creative potential has
not been sufficiently explored. Starting from this question, a study
was conducted in a specific organization with the aim of
examining whether and how employee satisfaction affects their
creativity and work efficiency. A qualitative method was used, and
data were collected through interviews with employees. The
results showed a clear correlation between job satisfaction and
motivation, which directly impacts overall work efficiency.
Particularly emphasized is the importance of personal
recognition and praise from managers, which provides employees
with a sense of value and stimulate their creative energy.
In the organizational context, employee satisfaction is influenced
by multiple interconnected factors that shape the work
atmosphere. Individuals who contribute to a positive environment
through their approach and behavior play a key role in inspiring colleagues to greater creativity. On a broader, societal level, it is
evident that satisfied employees achieve better work outcomes.
Therefore, it is of great importance to build a pleasant and
supportive work environment, as well as to nurture good
interpersonal relationships within the collective.

ON SURPRISE CLAUSES OF GENERAL TERMS AND CONDITIONS IN GERMAN LAW WITH RESPECT TO THE PROHIBITION OF REAL MONEY TRADE IN THE TERMS OF USE OF WORLD OF WARCRAFT

Milan Ječmenić — 2026-04-17

The subject of this article is Article 305c(1) of the
German Civil Code, which contains a rule on the legal treatment
of so-called surprising clauses in general terms and conditions.
Namely, provisions in general terms and conditions which, in the
circumstances, and particularly in light of the external
appearance of the contract, are so unusual that the contractual
partner of the user of the general terms and conditions could not
have reasonably expected them do not become an integral part of
the contract. The author provides an overview of the origin of this
legal provision, then analyzes the criteria that must be met in a
specific case for a clause of general terms and conditions to be
considered surprising, discusses the issue of the allocation of the
burden of proof between the user of the general terms and
conditions and its contractual partner, provides an overview of
the application of this rule in judicial practice and, finally,
instead of a conclusion, analyzes whether the prohibition of Real
Money Trade in the Terms of Use of World of Warcraft constitutes
a surprising clause of general terms and conditions.