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Montenegrin economy is characterized by large disparities in terms of level of economic development as well as regional development. Although the northern region of Montenegro offers a very good precondition for economic development in terms of its potentials, the situation is quite opposite. There are significant differences between the southern, central and northern region when it comes to development, income level and unemployment rate. With respect to natural resources and potential with which the northern region is endowed, agriculture emerges as one of the factors of economic development. Almost all future-oriented strategic activities recognize agriculture as an instrument for overcoming differences and thus ensuring sustainable development. Agriculture in Montenegro appears to be an instrument which can, coupled with an entrepreneurial activity, contribute to a better quality of life and thus the future sustainable development of the whole country and its individual regions.

Diversity is the wealth of Montenegro. It is a comparative advantage that provides an exceptional opportunity for understanding and tolerance. It encourages citizens to dialogue, get to know each other and get closer and not to misunderstand, confront and divide society. Any attempt to explore and consider the position of the minority national and ethnic groups in a given social reality is a very specific problem. The best indicator of democracy and tolerance achieved by the social system in a country is the attitude towards its minorities. It is reflected in the majority population's ability to exist under the conditions of tolerating and respecting minorities and their rights. In that sense, the question of the actual (not only constitutional) position of the minorities is an issue of the majority community just as it is a specific mirror of its achieved level of tolerance, emancipation and culture of living. It is especially interesting to explore those national and ethnic minorities with no ‘mother country’, that is, ‘no one to stand up for them’. The Roma population is one of these. It should be kept in mind that its position, regardless of the state in question, is complex and faces various problems.

In order to significantly improve the overall position of the Roma population in Montenegro, it is necessary to improve the socio-economic status of this group. The best way to do such a thing is through the acquisition of new knowledge and skills, as well as the promotion of Roma's identity and cultural heritage. The poor socio-economic status of Roma in Montenegro is a consequence of their inability to be employed. They are not employed because they are not formally educated or do not have a significant level of institutional education. So it is a vicious circle in which the Roma are spinning unsuccessfully to resolve, at least somewhat decently, their socio-economic position. The educational situation of the Roma population in Montenegro is significantly better at the end of the second decade of the twenty-first century, but still not nearly satisfactory in the way how that members of this population successfully participate in finding and getting a job. Therefore, through mutual communication between Roma and other social actors in Montenegro, it is necessary to raise awareness and strengthen the capacity of Roma about the importance of education and the connection of this segment of society with their employment. This leads to the improvement of the overall position of the Roma population in Montenegrin society, as well as the building of an inclusive and open society, a society of equality and justice and equal opportunities for all residents to access educational institutions at various levels and other legal and social structures.

This chapter provides an overview of entrepreneurship in Montenegro, through various aspects of the analysis. The chapter begins with an analysis of the role and importance of the development of entrepreneurship in Montenegro, followed by an analysis of the institutional and strategic framework for supporting the development of entrepreneurship. In this sense, a significant segment of the chapter is the analysis of various strategic documents, with a special focus placed on the role of the entrepreneurship development strategy, as well as the institutions responsible for the creation and implementation of entrepreneurship policies in Montenegro. The study also includes state measures, that is, support programs for the development of entrepreneurship, and thus the overall Montenegrin economy, which belongs to the group of less developed countries. In addition, the chapter indicates the importance of entrepreneurial learning in the development of entrepreneurial activity. The analysis shows that entrepreneurship is a concept that is increasingly used in Montenegrin economic theory, but also that it is increasingly present in everyday life, which is confirmed by numerous examples from practice. Therefore, through a multi-context analysis, the study depicts the environment for entrepreneurship development in Montenegro, including an overview of the state support, the influence of various factors, as well as certain forms of entrepreneurship that are current, and those that may be promising. The chapter ends with recommendations and guidelines for the further development of entrepreneurship in this country. With this regard, the key elements for increasing entrepreneurial activity are recognized in multiple support for a greater number of people to get involved in business, as well as in the improvement of a favorable business environment through the strengthening of institutional and infrastructural support.

This study aims to explore the use of evolutionary and institutionalization models to understand the technical progression of sustainability in political organizations and their contribution to sustainable effectiveness. It describes the evolution of mass media, political marketing, in the organization’s strategy and design and the methods it is using to institutionalize this political and transition change.

The study describes models of sustainability evolution and political and technical change, in political and social life in transition state Montenegro.

Online and internet presentations of political programs, political blogs, sites that promote the national history and culture of the desired perception – the achievements have already risen in Montenegro in the first decade of the new millennium and beyond. Internet presentation of political subjects are reduced mainly to a brief presentation of history and of political parties, and mostly during the current election campaign, serving to inform the public about the program and promotion announcements.

The findings of this study will help senior executives with responsibility for transition states. The aim of this paper is to show the transformation of the media during the transition period from one political system to another. With the use of descriptive methodological postulates and numerous case studies. With a wealth of facts and examples, which contributes to the originality and value of the article. The significance and originality of this research and article is reflected in a comprehensive and multidisciplinary approach to the transition process and quantitative and qualitative development of the media.

The purpose of this paper is to investigate the perception of marketing managers in a transition country Montenegro with regards to marketing metrics. The paper examines the degree in which managers are familiar with the way marketing metrics are applied and how important they are in the process of making business decisions in a company operating in a Montenegro.

Data was collected during 2020 through a survey of 171 randomly selected companies and was analyzed using structural equation model and the statistical method of analysis of variance tests.

The obtained results show that managers are quite familiar with financial and non-financial metrics. Both groups are applied to a significant degree, as managers believe that these indicators provide valuable information needed during the decision-making process. Still, more emphasis is placed on the knowledge, implementation and importance of non-financial metrics compared to financial metrics. This is probably due to the specificities of the economic activities of the companies operating in Montenegro, as most of them are service companies, which is why non-financial metrics (such as consumer metrics) are the most important indicators when it comes to ascertaining the market position of the company. Additionally, in recent years the primary focus in Montenegro, as country that is still in the process of transformation from planned economy to a free-market form, has been placed on strengthening of competitiveness and advancing the market orientation of companies. This led to an increase in the importance that managers in transition countries attach to non-financial metrics.

The fact that the survey only covers companies from one country is its limitation.

The obtained results will have a significant empirical contribution, which is reflected in providing guidelines for managers on how to improve the system of measuring and controlling marketing performance, all that to strengthen the competitiveness of the company, and can serve managers of hierarchy levels in a company as guidelines for making decisions on the implementation of marketing strategy and marketing metrics, to improve business performance, multi-context customer interaction, cost-saving and strengthen competitiveness.

Obtaining necessary knowledge management and implementing marketing metrics are important conditions for consideration when it comes to the continuous monitoring and improvement of business results, increasing competitiveness and advancing the market position of the company.

The originality stems from the analysis of the interconnection that exists between marketing metrics and strategic decision-making, which is expected to be positively reflected in the development of society, i.e. strengthening the competitiveness of companies based on knowledge management achieved through the assessment of the degree of knowledge, the implementation and the significance of each of the metrics covered within this research in business decision-making processes. The paper provides insights into the extent to which managers understand the meaning of these indicators and are able to combine different marketing metrics to obtain more complex indicators, serving as necessary inputs when making strategic business decisions.

The purpose of the research was to determine food consumer behaviour and attitudes towards food consumption and household food waste in Montenegro. Since the period of conducting the research coincided with the expansion of the coronavirus disease 2019 (COVID-19) pandemic in Montenegro (10–14 weeks since its outbreak), the results of this research could indicate the emerging pandemic circumstances.

A total of 529 consumers were surveyed online, and 514 questionnaires met the requirements of further statistical processing. Data were processed by methods of descriptive statistics and chi-square test of association between socio-economic characteristics of respondents and their attitudes, as well as cluster analysis.

The main findings of the research are (1) consumers in Montenegro are quite responsible for the use of food because they throw away a small part, both in quantity and value; (2) Montenegrin households still practice a traditional way of life with frequent preparation and consumption of food at home and use of leftovers; (3) consumers have confusing perceptions regarding date labels of industrially processed foods; (4) during the COVID-19 pandemic, 17.3% of consumers increased and 11.8% decreased the frequency of food purchases, while 20.7% increased and 5.1% decreased food waste.

The work is highly original and, to the best of the authors’ knowledge, there is no other article that analysed the effects of the COVID-19 pandemic on food wastage and food-related behaviours during the outbreak of the pandemic in Montenegro (May–June 2020). Therefore, the work fills a gap in research and knowledge and sets a baseline for future studies.

The aim of this paper is to show how a bank's brand value is quantitatively assessed using the Interbrand methodology, taking into account the specifics of the banking market. Therefore, the objective of this paper is to review the ways in which brands contribute to the higher market value of banks by strengthening intellectual capital (IC), as reflected in increased levels of competitiveness and the reputation that the bank maintains in the minds of customers.

This paper applies the Interbrand methodology, which indicates that the assessment of brand value implies the determination of economic profit as the difference between the net operating profit after tax and the cost of capital. The brand profit is then calculated as the product of the economic profit and the index of the brand role. Brand value is obtained as the product of the brand's profit and the discount rate of the brand. In order to further test the results obtained through the application of the Interbrand methodology, linear regression was applied to the panel data in order to provide more efficient econometric estimates of the model parameters.

This research has shown that the Interbrand methodology's empirical foundations lie in the Montenegrin banking market, but also that, out of all of the analyzed parameters, the greatest significance is obtained from the profit of the brand, which influences the value of bank brands.

This research is related to the service sector–in this case, financial services – meaning that it is necessary to adjust the calculation of the weighted average cost of capital. Although the banking sector is a very competitive market, a limitation exists in the fact that the research was conducted only in Montenegro. In other words, in order to achieve a more detailed analysis, this methodology should be applied to more countries, such as those within the Western Balkans, as they have a relatively similar level of development.

A main contribution of this paper is that the assessment of the banks' brand value could be useful to future investors. Therefore, the improvement of the financial sector–in this case, banks–as institutions that hold a dominant position in the financial market in Montenegro, is a particularly important issue. It is important to point out that the research conducted could serve as a means by which to bridge the gap between theory and practice, since the methodology of the consulting company Interbrand has been optimized and adjusted to the Montenegrin banking market.

On considering the fact that most countries of the Western Balkans are at a similar level of development, the authors can conclude that, with the help of this adapted form of methodology, this research can be applied to assess banks' brand value in neighboring countries.

This paper serves as the basis for further research as the analysis of banking institutions that comprise both marketing and financial aspects, i.e. the application of the Interbrand methodology, was not conducted in Montenegro. Also, this paper overcomes the literal gap between theory and practice as there is little research thus far involving the application of the Interbrand methodology to the field of finance; especially in the field of banking. The authors point out the specifics of the banking sector as a key explanation for this. This is why it is necessary to make certain adjustments to the methodology. The research has positive implications for banks' internal and external stakeholders. The originality of this research is reflected in the fact that the Interbrand methodology has been optimized in order to assess the brand of banks, taking into account the specificity of the analyzed market. Brand is analyzed as a component of IC: another factor that exemplifies the value of this research.

This paper aims to use the obsolescing bargaining power (OBP) Model (Vernon, 1977, 1998) to analyze the case of United Company Rusal, a Russian politically connected multinational companies (MNCs) that was one of the world’s largest aluminum companies between 2005 and 2014, having acquired and, ultimately, sold the Montenegrin aluminum smelter company Kombinat aluminijuma Podgorica.The authors did so with the aim of answering the following question: How do geopolitics affect the bargaining balance of power between a Russian MNC and a host country?

The authors used the discourse analysis methodology to identify the key players in the bargaining process and illustrate the evolving bargaining process.

The authors demonstrated that, over time, the shift in power from the Russian MNC to the host government had not merely been the result of the increase in committed MNC assets in the host country but, rather, of a geopolitical chess game involving the Russian Government, North Atlantic treaty organization (NATO) and the European Union (EU). By extending the OBP model with geopolitics, the authors found that a political agenda can influence the outcome of a bargaining process.

The authors extended the OBP model to illustrate the complex interaction between an emerging market MNC and an emerging host country government, indirectly influenced by two supranational organizations – the EU and NATO.

This paper seeks to identify the factors that influence the perceptions and attitudes of young people in Montenegro toward organic products.

The results of the research, obtained using the multivariate factor analysis, showed that the vast majority of young consumers identify organic food as healthy and natural and that its higher price is a significant barrier inhibiting their likelihood of purchasing it, along with inaccessibility and the limited options offered.

The data obtained provides valuable information for managers and decision-makers working in organic food production and sales in Montenegro – a country with the potential to develop in this field.

The study was carried out in the CEE transition country of Montenegro, with 300 young consumers. Further research is needed to validate the results through longitudinal study.

The data obtained represents a meaningful contribution to the field of organic food production and sale in Montenegro (which is a country with a lot of potential in this area) and will assist managers and decision-makers in the field.

Unlike most research that has previously examined issues concerning organic production – such as its standardization, financing, environmental impact, and even its promotion – this paper provides a better understanding of the behavior of young consumers toward organic products in Montenegro by outlining their perceptions and attitudes toward this product category.

This research represents the first academic study of customers' attitudes and perceptions in this area, alongside the main factors affecting the young consumer's choice to purchase organic food in Montenegro.