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55. INVESTIGATING THE VALUE OF SPORTS FOOTWEAR BRANDS USING NATURAL LANGUAGE PROCESSING METHODS
Dijana Vuković, University North, Jurja Križanića 31b, Varaždin, Croatia
Sara Slamić Tarade, University of Applied Sciences, Vrbik 8, Zagreb, Croatia

57. THE RELATIONSHIP BETWEEN INNOVATION AND COMPETITIVE ADVANTAGE: A LITERATURE REVIEW
Denada Liça, Aleksander Moisiu University of Durres, Rr. Taulantia, L.1, 2001, Durres, Albania
Silvana Gashi, Aleksander Moisiu University of Durres, Rr. Taulantia, L.1, 2001, Durres, Albania

58. HOW TO BOOST CYBERSECURITY TO DEAL WITH CYBER ATTACKS AND HOTEL DATA SECURITY BREACHES?
Ljubica Pilepić Stifanich, University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, P.O.Box 97, 51410 Opatija, Croatia
Ana-Marija Vrtodušić Hrgović, University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 46, P.O.Box 97, 51410 Opatija, Croatia
Blaž Markelj, University of Maribor, Faculty of Criminal Justice and Security, Kotnikova ulica 8, 1000 Ljubljana, Slovenia

59. LOGISTICS AND SUPPLY CHAIN A PERSPECTIVE ON UNSTABLE MARKETS
Rui Mendes Mansidão, Escola Superior de Tecnologia de Setúbal/IPS, Instituto Politécnico de Setúbal, Estefanilha, 2910-761 Setúbal, Portugal
André Lemos Alves, Escola Superior de Tecnologia de Setúbal/IPS, Instituto Politécnico de Setúbal, Estefanilha, 2910-761 Setúbal, Portugal

60. SUPPLY MANAGEMENT AND PURCHASING A STUDY IN INDUSTRIAL CONTEXT
Rui Mendes Mansidão, Escola Superior de Tecnologia de Setúbal/IPS, Estefanilha, 2910-761 Setúbal, Portugal
André Lemos Alves, Escola Superior de Tecnologia de Setúbal/IPS, Estefanilha, 2910-761 Setúbal, Portugal

61. MARKETING IN TOURISM SERVICES
Dorentina Derguti

62. ANALYSIS OF MARKETING CONTENT IN BUILDING RELATIONSHIPS AND LOYALTY WITH CONSUMERS
Fani Kerum, University of Applied Science Burgenland, Campus, Eistenstadt, Austria
Dijana Vuković, University North, Jurja Križanića, Varaždin, Croatia
Ivanka Ipša, University North, Jurja Križanića, Varaždin, Croatia

63. HOW DOES MANAGEMENT STYLE AFFECT EMPLOYEE WELL-BEING WITHIN LARGE ENTERPRISES? THE CASE OF ALBANIA
Gentjan Shaqiri, University of Tirana, Faculty of Economy, Department of Management, Rruga Arben Broci 1001, Tirana, Albania

64. COMPARATIVE ANALYSIS OF CLOUD-BASED AND TRADITIONAL ACCOUNTING
Suzana Keglević Kozjak, University of Zagreb Faculty of Organization and Informatics, Pavlinska 2, Varaždin, Croatia
Tanja Šestanj-Perić, University of Zagreb Faculty of Organization and Informatics, Pavlinska 2, Varaždin, Croatia
Zrinka Lacković Vincek, University of Zagreb Faculty of Organization and Informatics, Pavlinska 2, Varaždin, Croatia

65. SUSTAINABLE BUSINESS MODELS TO REDUCE FOOD WASTE
André Lemos Alves, Setúbal School of Technology – Polytechnic Institute of Setúbal, Portugal, Campus do IPS Estefanilha 2914-508 Setúbal
Rui Manuel Mansidão, Setúbal School of Technology – Polytechnic Institute of Setúbal, Portugal, Campus do IPS Estefanilha 2914-508 Setúbal

66. BANK PERFORMANCE AND EFFICIENCY DURING HOUSING CRISIS: EVIDENCE FROM THE PORTUGUESE BANKING SECTOR
André Lemos Alves, Setúbal School of Technology – Polytechnic Institute of Setúbal, Portugal, Campus do IPS Estefanilha 2914-508 Setúbal
Rui Manuel Mansidão, Setúbal School of Technology – Polytechnic Institute of Setúbal, Portugal, Campus do IPS Estefanilha 2914-508 Setúbal

67. WHAT DO WE KNOW ABOUT ALBANIAN WOMEN ENTREPRENEURS: CHALLENGES AND OPPORTUNITIES
Silvana Gashi, Aleksander Moisiu University of Durres, Rr. Taulantia, L.1, 2001, Durres, Albania
Denada Liça, Aleksander Moisiu University of Durres, Rr. Taulantia, L.1, 2001, Durres, Albania

68. SUSTAINABILITY INDEX AND CORPORATE PERFORMANCE: A STUDY OF THE FTSE4GOOD IBEX
Monica González Morales, Miguel Hernández University of Elche, Avda. Universidad S/N. Edificio La Galia, Spain
José Antonio Cavero Rubio, Miguel Hernández University of Elche, Avda. Universidad S/N. Edificio La Galia, Spain
Araceli Amorós Martínez, Miguel Hernández University of Elche, Avda. Universidad S/N. Edificio La Galia, Spain

69. THE QUALITY OF ONLINE HIGHER EDUCATION TEACHING DURING THE COVID-19 PANDEMIC: EVIDENCE FROM SERBIA
Ana Jovičić Vuković, Novi Sad School of Business, Vladimira Perića Valtera 4, Novi Sad, Serbia
Jelena Damnjanović, Novi Sad School of Business, Vladimira Perića Valtera 4, Novi Sad, Serbia

70. PLACEMENT OF SMALL PRODUCERS IN LARGE RETAIL CHAINS
Sandra Mrvica Mađarac, University of Applied Sciences „Lavoslav Ružička“ in Vukovar, Županijska 50, 32 000 Vukovar, Croatia
Zvonimir Filipović, University of Applied Sciences „Lavoslav Ružička“ in Vukovar, Županijska 50, 32 000 Vukovar, Croatia
Slobodan Stojanović, University of Applied Sciences „Lavoslav Ružička“ in Vukovar, Županijska 50, 32 000 Vukovar, Croatia

71. IMPACT OF THE MODERATING EFFECT OF GENDER PARITY VS. GOOD GOVERNANCE MECHANISMS ON ESG DISCLOSURE IN EUROPEAN SUSTAINABLE COMPANIES
Alfredo Juan Grau Grau, Faculty of Economics (University of Valencia), Avda. de los Naranjos, s/n, 46022 Valencia (Spain)
Manuel Castelo Branco, Center of Economics and Finance-Cef.up (University or Porto), Rua Dr. Roberto Frias, 4200-464 Porto (Portugal)
Inmaculada Bel Oms, Faculty of Economics (University of Valencia), Avda. de los Naranjos, s/n, 46022 Valencia (Spain)

72. THE MODERATING ROLE OF GENDER DIVERSITY ON BOARD: THE RELEVANCE OF EUROPEAN SUSTAINABLE FIRM PERFORMANCE
Inmaculada Bel Oms, Faculty of Economics (University of Valencia), Avda. de los Naranjos, s/n, 46022 Valencia (Spain)
Alfredo Juan Grau Grau, Faculty of Economics (University of Valencia), Avda. de los Naranjos, s/n, 46022 Valencia (Spain)
Janny Núñez Almonte, Faculty of Economics (University of Valencia), Avda. de los Naranjos, s/n, 46022 Valencia (Spain)

73. PATTERNS OF GEOGRAPHIC GENDER BASED VIOLENCE: POLITICS, CULTURE AND DEVELOPMENT ISSUES
Reina Zenelaj Shehi, Epoka University, Albania
Endi Tirana, Epoka University, Albania
Ajsela Toci, University of Tirana, Albania

74. EVALUATION OF VOLATILE ORGANIC POLLUTANTS IN WATER SAMPLES FROM DURRES`S PORT BY USING THE HS/SPME TECHNIQUE
Esmeralda Halo, University of Tirana, Faculty of Natural Sciences, Boulevard Zogu I, No. 25, Tirana, 1001 Albania
Bledar Murtaj, University of Tirana, Faculty of Natural Sciences, Boulevard Zogu I, No. 25, Tirana, 1001 Albania
Aurel Nuro, University of Tirana, Faculty of Natural Sciences, Boulevard Zogu I, No. 25, Tirana, 1001 Albania

75. OPTIMIZING FORECASTING STRATEGIES: EVALUATING HOLT-WINTERS MODELS FOR HOTEL RESERVATION TRENDS
Arjola Sinani, University of Tirana, Albania
Majlinda Godolja, University of Tirana, Albania

76. GREENWASHING TECHNIQUE – AN (UN)ACCEPTABLE TOOL OF MARKETING COMMUNICATION? EXPERIENCES AND ATTITUDES OF MARKETERS AND CONSUMERS
Dijana Vuković,University North, Jurja Križanića 31b, Varaždin, Croatia
Tanja Grmuša, Zagreb School of Business, Croatia, Ul. Grada Vukovara 68, Zagreb, Croatia
Dora Borić Radić, University of Dubrovnik, Ul. branitelja Dubrovnika 29, Dubrovnik, Croatia

77. IMPLEMENTATION OF PPP CONTRACTS: PROS AND CONS
Egra Ibrahimi, Universiteti Mesdhetar, Bulevardi Gjergj Fishta 52, Tirana 1023, Albania

78. MICRO-LEVEL INSIGHTS INTO THE IMPACT OF R&D TAX CREDITS ON FIRM BEHAVIOR IN THE PORTUGUESE SERVICES INDUSTRY
Alexandre Paredes, European Commission – Eurostat (Seconded National Expert), BECH Building, D4/721 5, rue Alphonse Weicker, L-2721 Luxembourg
Bruno Damásio, NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Campus de Campolide, 1070-312 Lisboa, Portugal

79. ANALYSIS OF THE INDICATORS OF THE LEADING HOTEL AND RECREATIONAL COMPLEXES AND THEIR EFFICIENCY IN SLOVAKIA
Veronika Grimberger, Bratislava University of Economics and Management, Slovakia, Bratislava University of Economics and Management – Furdekova 3240/16, 851 04 Bratislava, Slovakia
Nadiya Dubrovina, Bratislava University of Economics and Management, Slovakia, Bratislava University of Economics and Management – Furdekova 3240/16, 851 04 Bratislava, Slovakia

Monika Hudakova, Bratislava University of Economics and Management, Slovakia, Bratislava University of Economics and Management – Furdekova 3240/16, 851 04 Bratislava, Slovakia