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Hybrid Event
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M. Grijalvo, J. Ordieres-Meré (Universidad Politécnica de Madrid, Madrid, Spain), L. Farinha, J. Gonçalves, C. Horta (Polytechnic University of Castelo Branco, Castelo Branco, Portugal), D. Fogaça (Federal University of São Carlos, Sâo Carlos, Brazil)
Building Innovation Ecosystems: The Contribution of Polytechnic University of Castelo Branco to Regional Development 
Higher education institutions play an increasingly strategic role in regional development by combining education, research, and innovation missions. This study examines how the Polytechnic University of Castelo Branco contributes to the evolution of a regional innovation ecosystem in a non metropolitan context. The analysis adopts an integrated perspective to explore how the institution mobilizes human capital development, applied research, knowledge transfer, collaboration with external partners, and shared infrastructures to support territorial competitiveness. Drawing on institutional datasets and publicly available documentation for the period 2017 to 2024, the study situates these activities within established approaches to innovation ecosystems and a typology of university driven innovation instruments. The findings show that diverse mechanisms, including international mobility, research centers, collaborative projects, spin offs, incubators, clusters, and demonstration facilities, coexist at different stages of ecosystem maturity. The results also reveal tensions between project based initiatives and more strategic and long term forms of collaboration, underscoring the importance of governance in aligning institutional efforts and enhancing regional impact. By analyzing a higher education institution operating under structural constraints typical of non metropolitan regions, the study provides insights into how regional institutions can support inclusive and resilient innovation dynamics and identifies opportunities for strengthening future contributions.
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A. Agatić, E. Tijan, M. Jardas (University of Rijeka, Faculty of Maritime Studies, Rijeka, Croatia)
Machine Customers in Smart Seaports – a Potential for Autonomous Seaport Operations
This paper investigates potential use cases of Machine Customers in smart seaports using a conceptual and exploratory approach. Five categories of use cases are identified: operational planning, cargo and logistics coordination, maintenance management, transactional processes, and disruption handling. Implementation challenges, technical complexity, regulatory frameworks, cybersecurity, and stakeholder acceptance are analyzed. A phased implementation framework supports the transition toward autonomous operations. The research contributes to the theoretical extension of Machine Customers in the seaport domain and provides a foundation for empirical research.
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D. Vuković (University of North, Varaždin, Croatia), Ž. Požega (Faculty of Economics in Osijek, Osijek, Croatia), I. Klopotan (Međimurje Polytechnic Čakovec, Čakovec, Croatia)
Extended Source Credibility Model (eSCM): Perception of AI versus Human Endorsements in Digital Communication
This study introduces and empirically tests the Extended Source Credibility Model (eSCM), which integrates traditional credibility dimensions (expertise, trustworthiness, attractiveness) with AI-specific factors, including technical reliability, exploitability, anthropomorphism, social presence, and perceived autonomy. Based on an experimental study involving 580 participants that compared product recommendations generated by artificial intelligence with those provided by human endorsers, the findings indicate that AI was evaluated more favourably on technical reliability and perceived utility. In contrast, humans were rated higher on expertise, trustworthiness, and attractiveness. Structural equation modelling confirmed the model’s validity, with trust mediating the relationship between credibility and purchase intention. Technical reliability and social presence were strong predictors of trust in AI. The findings extend credibility theory to technology-mediated contexts, offering guidance for designing AI systems that enhance user trust and engagement across digital platforms.
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M. Matić Šošić, M. Bečić, P. Vojinic (University of Dubrovnik, Dubrovnik, Croatia)
From Consumption to Creation: The Role of SMME and COBRA Models in Shaping Consumer Purchasing Behaviour
The aim of this paper is to examine how social media marketing efforts (SMME) and different levels of user engagement, as defined by the COBRA model (consumption, contribution and creation), influence on purchase intention (PI), word-of-mouth (e-WOM), and brand preference (BP). The research addresses the growing challenge of understanding how different levels of user engagement, ranging from passive content consumption to active content creation, shape users’ decisions in the digital environment. The study aims to identify which behavioural and communication dimensions most strongly predict three key outcomes: purchase intention (PI), willingness to recommend (e-WOM), and brand preference (BP). Primary data were collected using an online questionnaire distributed across major social networks, yielding a purposive convenience sample of 254 respondents. The methodology included assessing scale reliability, conducting exploratory and confirmatory factor analysis, and estimating Seemingly Unrelated Regression (SUR) models. Results confirmed high internal consistency of the SMME scale and revealed a three-factor structure comprising engagement, timeliness, and interactivity. SUR analysis indicated that active engagement and communication dimensions significantly predict user outcomes, while demographic effects were limited. The study contributes to the literature by integrating SMME, COBRA model, and UGC into a unified empirical framework, offering insights relevant for designing more effective social media communication strategies.
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S. Blatnik, N. Čelik, A. Pucihar, G. Lenart (Faculty of Organizational Sciences, University of Maribor, Kranj, Slovenia), M. Pesek, J. Juvan, K. Žnideršič, M. Marolt (Faculty of Computer and Information Science, University of Ljubljana, Ljubljana, Slovenia), M. Kljajić Borštnar (Faculty of Organizational Sciences, University of Maribor, Kranj, Slovenia)
Towards a Data-Driven Economy: Assessing the Readiness of Slovenian Enterprises for Participation in Data Spaces
The introduction of the European Data Act and the definition of data spaces within represent a significant shift in the ways data is managed in the business environment. This paper presents findings from a qualitative study conducted among ten Slovenian enterprises, aimed at assessing their knowledge of the regulatory framework and readiness to engage in data spaces. The results indicate that companies already generate, use and exchange data as part of their existing business processes and partnerships. Some enterprises report using external data sources, including open data, and have established mechanisms for secure data sharing, despite challenges related to insufficient standardization, fragmented IT solutions and limited human resources. Although enterprises expect the Data Act to influence their operations and help address current challenges, their understanding of its provisions remains limited. None of the participating companies currently engage in data spaces, even though many recognize the potential benefits for process optimization, new service development, and improved collaboration with business partners. The findings suggest that broader engagement will require increased awareness of the Data Act and the advantages of data spaces, while also providing a basis for future research and the development of tools to support the transition toward a data-driven economy.
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A. Malunou (Maritime University of Szczecin, Szczecin, Poland), S. Aksentijević (University of Rijeka, Faculty of Maritime Studies, Rijeka, Croatia), S. Skok (University North, Koprivnica, Croatia), E. Tijan (University of Rijeka, Faculty of Maritime Studies, Rijeka, Croatia)
Artificial Intelligence in Maritime Logistics
The incorporation of Artificial Intelligence (AI) technology is causing a significant revolution in maritime logistics, a vital component of international trade. With an emphasis on advancements in route optimization, predictive maintenance, cargo management, and safety enhancement, this paper offers a thorough review of AI applications in the maritime logistics industry. AI enables faster decision-making, lowers operating expenses, and boosts overall efficiency, according to an assessment of recent research and practical applications. However, issues including cybersecurity threats, data harmonization, and implementation costs continue to be major obstacles. The paper ends by describing the prospects for AI in maritime logistics going forward, highlighting the possibility of completely autonomous vessel operations and more intelligent port ecosystems.
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L. Pribisalić, Z. Šinković, L. Sokanović (Faculty of Law University of Split, Split, Croatia)
DIGITAL TAXES
Accelerated technological development has set challenges for fiscal policy that are mostly the result of digitalisation. The impact of digitalisation on international tax rules and policies is only a part of the wider transformation of society. Large digital corporations benefit significantly from the EU’s single market, yet contribute far less in taxes than traditional businesses due to tax optimisation strategies and outdated frameworks. A digital tax would address this imbalance, ensuring that all companies pay their fair share while preventing tax distortions that undermine competition. Beyond revenue generation, such a tax would provide a stable funding source for EU-wide priorities. Some European Union countries (Austria, Denmark, France, Hungary, Italy, Poland, Portugal, and Spain) have introduced their own taxes on digital services, but they are national instruments, not a common solution at the European Union or global level. The European Union and the OECD (Organisation for Economic Co-operation and Development) need to reach a consensus, or rather, adopt common rules on how to tax digital services. A digital services tax would tax revenues from the provision of certain digital services, or rather, rules should be established on the taxation of corporate profits with a significant digital presence. A well-designed digital tax aims to modernise taxation in the digital economy, ensuring fairness, revenue sustainability, and economic sovereignty.
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P. Petrovič, R. Rigó (Asseco Central Europe, Bratislava, Slovakia), F. Babič, O. Lohaj (Technical University of Kosice, Kosice, Slovakia), D. Cachovan, P. Hlavinov (Asseco Central Europe, Bratislava, Slovakia)
Waste Collection Zones Optimization through Artificial Intelligence
Artificial intelligence plays an increasingly important role in optimizing municipal waste management through data-driven decision-making and automation. A key challenge lies in generating efficient waste collection routes that reduce operational costs, improve service quality, and minimize environmental impact. This paper presents a clustering-based approach to municipal waste collection routing that reduces the complexity of the vehicle routing problem while maintaining operational feasibility. Spatial clustering techniques, including K-Means and k-Nearest Neighbors (k-NN), are applied to group waste collection points into geographically compact and capacity-balanced zones. Within each zone, standard routing solvers can be applied to derive operational stop sequences; this work focuses on the zone-generation step. The proposed method was experimentally evaluated using real-world data from the city of Michalovce, Slovakia. Methodologically, the approach combines compression into supernodes, weight-sensitive kmedoids++ seeding, and multi-source Dijkstra expansion on a sparse k-NN graph. Geodetic regions are constructed in network space as an analogy to geodesic Voronoi partitioning, with the input metric and topology derived from OSRM. The results demonstrate that network-aware clustering provides a practical and scalable solution for intelligent, AI-driven municipal waste collection planning.
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G. Mudronja, D. Aksentijević (University of Rijeka, Faculty of Maritime Studies, Rijeka, Croatia)
Industrial Transition of Adriatic Croatia: Digital Technologies as a Catalyst for Sustainable Development
Digital transformation is becoming increasingly important as a mechanism through which maritime regions can accelerate their industrial transition and influence the development of a sustainable growth model. This paper aims to analyze how digital technologies serve as a catalyst for industrial transition and sustainable development in the Adriatic Croatia region. The analysis employs a qualitative document analysis and a conceptual approach to examine the Plan for Industrial Transition of Adriatic Croatia. The paper analyzes how digital technologies contribute to the modernization of existing sectors and the strengthening of regional competitiveness. Special emphasis is placed on the synergy of digital and green transition in priority sectors: blue and green growth, health, smart industry, and high-value-added services. The conceptual discussion highlights that digital technologies facilitate structural changes by promoting innovation, improving resource efficiency, and enhancing the resilience of regional economies. The success of the industrial transition of the Adriatic Croatia region depends on a combination of factors, including strengthening regional innovation, developing smart skills, and effective coordination of public policies aimed at the transformation of regional value chains.
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M. Draganić, N. Žajdela-Hrustek (Faculty of Organization and Informatics, Varaždin, Croatia), R. Zdjelar (Fakultet Faculty of Organization and Informaticsi informatike, Varaždin, Croatia)
Managing the Company's Innovation Capability in the Process of Digital Business Transformation
The purpose of the paper is to apply the PDCA (Plan-Do-Check-Act) approach to adequately manage a company's innovation capability. The focus is on the Plan phase, including assessment of the actual level of innovation management maturity and planning the necessary improvements. Digital Capability Maturity Model (DCMM) and its relevant business transformation management methodology (BTM2) were used in this assessment. Using BTM2, it is possible to determine the actual maturity level of innovation management through the nine management disciplines. The results show which disciplines have the weakest maturity levels (AS-IS analysis). Furthermore, the evaluation of actual and target maturity was conducted for each discipline of the management of the company's innovation capability to analyze deviations and risks and define improvement plans (TO-BE evaluation). The scientific contribution of the paper is in the integration of the PDCA approach with the DCMM/BTM2 framework, specifically adapted for managing innovative digital capabilities. This integration enables a structured gap analysis of maturity levels by individual management disciplines through risk-based prioritization and defining the improvement initiatives.
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J. Samardžija (RIT Croatia, Zagreb, Croatia)
Leading AI-Enabled Teams: Human Leadership in the Digital Economy
The integration of artificial intelligence (AI) into organizational work systems is transforming team structures, leadership roles, and decision-making processes in the digital economy. Although prior research has examined automation, augmentation, and human–AI collaboration, it still lacks an integrated explanation of how human leadership governs decision authority in AI-enabled teams. This study investigates how human leadership structures and allocates decision authority to enhance decision-making effectiveness in AI-enabled teams. A PRISMA-guided systematic literature review of peer-reviewed studies published between 2022 and 2026 was conducted. Following structured screening and eligibility procedures, 35 studies were retained for thematic synthesis. The findings identify three interrelated dimensions: leadership orchestration capabilities, hybrid authority structures, and governance and oversight mechanisms. Decision-making effectiveness is most often associated with bounded AI autonomy, explicit human final authority, clearly defined override procedures, and transparency mechanisms that support calibrated reliance. By contrast, highly autonomous configurations in complex environments are associated with accountability diffusion and reduced adaptive responsiveness. Overall, team performance depends less on AI sophistication alone than on how leaders deliberately structure decision rights, oversight, and coordination. The study reframes AI-enabled leadership as a governance design challenge and integrates authority allocation with cognitive coordination within a unified conceptual framework.
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M. Alić, D. Pongrac, Ž. Toplek (Zagreb University of Applied Sciences, Zagreb, Croatia)
Digitalisation and Value Proposition in Motor Insurance: Compulsory Insurance vs Casco Insurance in Croatia from 2023 to 2024
Digital transformation has in recent years reshaped almost every industry – including insurance. In motor insurance, where the volume and speed of transactions are measured in hundreds of thousands of policies per year, technology has accelerated communication with customers, automated and standardised key processes, and created room to improve existing products and develop new ones through digital channels. This paper examines how digitalisation affects the value proposition and business models in the Croatian motor insurance market, with a focus on the difference between compulsory motor liability insurance and voluntary comprehensive non-mandatory insurance, known as Casco (Casualty and Collision), in the period 2023–2024. Based on the official data on the number of policies, gross written premium (GWP) and average premium, a quantitative growth analysis is carried out and the two segments are compared as representatives of a “mass” and a “risk-intensive” product. The results show how insurance business models are changing in the context of digital transformation: digital channels and aggregators increase price transparency and competition in relation to the mandatory liability insurance, while for Casco insurance they enable more sophisticated underwriting and finer risk segmentation.
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J. Lozić, K. Fotova Čiković (University North, Koprivnica, Croatia)
Evaluation of eBay's Business Performance after the Stabilization of the Global Online Retail Market
The aim of this paper is to investigate and evaluate the business results of the eBay platform after the end of the Covid-19 pandemic. The research covered the period before and after the end of the Covid-19 pandemic in order to be able to compare the platform's business results. The research used selected financial parameters published by the eBay corporation, as well as the trend in the number of platform users. The results of the research proved that the platform has entered the stage of deep maturity and that the environmental factors within the global online retail market have changed significantly. The results of the research proved the stability of the platform in the context of a stable network effect, but at the same time, the number of users is falling, which can be a long-term challenge for the stability of the network effect. The platform's revenues have not returned to pre-Covid-19 levels, but the platform has secured a competitive advantage in the area of sales in auction models, as well as sales of antiques and non-new products.
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M. Mihaylov, M. Garvanova (University of Library Studies and Information Technologies, Sofia, Bulgaria)
Automation and Integration of Business Processes Through Cloud Platforms
Abstract – In the context of accelerated digital transformation, automation and integration of business processes have become decisive factors for organizational efficiency, resilience and long-term competitiveness. Cloud computing platforms provide scalable computing resources, managed data services and advanced integration capabilities that enable organizations to modernize end-to-end workflows while significantly reducing infrastructure and maintenance costs. This paper examines how cloud platforms support Business Process Management (BPM) and Business Process Automation (BPA), including robotic process automation (RPA), integration platform as a service (iPaaS) solutions and artificial intelligence-based decision support. A reference cloud architecture is proposed, combining process orchestration, API gateways, identity and access management, event-driven communication and real-time analytics. In addition, a compact set of evaluation metrics is introduced, including automation index, execution time reduction, resource efficiency, error reduction and customer satisfaction growth, which allows objective assessment of automation impact. A logistics-sector case scenario is used to demonstrate how cloud-enabled automation improves operational performance, reduces processing latency and enhances service quality. Finally, the paper discusses key challenges related to security, regulatory compliance, legacy system integration and organizational change management. The results confirm that cloud platforms are not merely a technological option, but a critical infrastructure for building adaptive, data-driven and sustainable business models.
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N. Besimi, L. Abazi-Bexheti (South East European University, Tetovo, Macedonia), A. Ndreu (Western Balkans University, Tirane, Albania), D. Dervishi (Luarasi University, Tirane, Albania), K. Frączak-Banach (Lodz University of Tehcnology, Łódź, Poland), Z. Limani Fazliu (University of Prishtina, Prishtina, Kosovo), F. Abazaj (International Business College, Mitrovica, Kosovo)
From Technology Hubs to Technology Transfer Hubs: A Process Framework for South East Europe
South East Europe (SEE) faces persistent gaps in university–industry collaboration, research commercialization, and talent retention. While technology hubs have emerged as a common response, many remain limited to space provision without sustained transfer outcomes. This paper addresses this problem by proposing a practical framework for designing and implementing Technology Transfer Hubs (TTHubs), a targeted hub model aimed at converting academic knowledge into economic and societal value. Drawing on cluster theory, Triple and Quadruple Helix models, and open innovation literature, the framework combines a phased implementation process with a four-layer operating model (Space, Governance, Programs, Sustainability), a collaboration toolkit, and a KPI-based evaluation approach. The framework is grounded in the Tech2Link initiative. The main contribution is an actionable process model for establishing TTHubs in university-centered ecosystems across SEE, with a focus on North Macedonia, Kosovo, and Albania. Implications for regional innovation policy and directions for future empirical validation are discussed
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I. Kocijan, K. Detelj (Faculty of Organization and Informatics, Varaždin, Croatia)
Digital Presence of SMEs in Croatia: A Sectoral Insight into Online Footprints of Manufacturing, Tourism and Trade Firms on a Random Sample
Micro, small and medium-sized enterprises (SMEs) are a key driver of economic growth and development, yet they are especially vulnerable due to structural constraints, notably limited financial, human and organizational resources. In such conditions, with the increasingly pronounced pressures of digital transformation, ensuring good visibility and communication with consumers is becoming an essential prerequisite for survival in the growing competition. Accordingly, the effective use of digital channels—company websites, social media and e-commerce—has become a core component of business infrastructure in many industries, rather than just a supplementary promotional tool. Previous research confirms the importance of digitalization for the business performance of SMEs, however, evidence remains fragmented regarding the baseline extent of SMEs’ digital presence, particularly in the Republic of Croatia. Furthermore, sectoral heterogeneity in the adoption and use of digital channels is widely recognized, but it is seldom quantified and compared empirically in a systematic way. This paper addresses these gaps by measuring and comparing the level of online presence of Croatian SMEs in three economically salient sectors: accommodation and food service activities, trade and manufacturing. Online presence is operationalized through the existence of a corporate website, presence on selected social networks, and the use of e-commerce.
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A. Brechelmacher, G. Vojković (Sveučilište Sjever, Koprivnica, Croatia)
Parental Familiarity with YouTube Safeguarding Mechanisms and the Awareness-Practice Gap
Digital video-sharing platforms constitute an integral part of the everyday lives of children and young people, simultaneously offering educational opportunities and entertainment while exposing users to increased risks related to privacy, inappropriate content, and digital safety. This paper examines the relationship between parental awareness of child protection mechanisms available on the YouTube platform and their actual use in practice. Although the platform provides a range of technical and organisational tools aimed at protecting children’s privacy and monitoring their online activities, the extent to which these mechanisms are effectively used by parents remains unclear.
The aim of the study is to assess the level of parental awareness of existing protective mechanisms and to determine whether a discrepancy exists between declared awareness and habitual use in practice. Data were collected through a questionnaire survey conducted among a sample of 1,474 parents of minor children. The results indicate that a substantial majority of parents are aware of the existence of protective mechanisms on YouTube, while at the same time more than half of the respondents report no regular use of such tools in practice. Statistical analysis confirms the presence of a pronounced and significant gap between awareness and actual implementation of protective measures.
The findings suggest limited effectiveness of governance models that rely primarily on user information and individual parental responsibility. In this context, the results may be interpreted as an empirical contribution to the understanding of recent regulatory trends within digital society, in which certain states are considering or introducing age-based restrictions and institutional limitations on children’s access to social media platforms. The paper thus contributes to the broader debate on the balance between educational and restrictive approaches in addressing risks inherent to the digital economy and platform-based societies.
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N. Drašković, M. Rešetar, V. Vejzagić (Algebra Bernays University, Zagreb, Croatia)
Managerial Acceptance of Generative Artificial Intelligence for Strategic Decision Making: A Review of Evidence and Frameworks
Generative artificial intelligence, particularly large language models, is diffusing rapidly across industries, yet organizational use in strategic decision making remains limited and uneven. This paper presents a narrative review of literature on managerial acceptance of generative artificial intelligence in strategic and other high-stakes managerial contexts. The review draws on targeted searches in major academic databases and citation tracing, with primary emphasis on publications from 2022 to 2026, while also incorporating foundational work on technology acceptance, organizational adoption, trust in automation, and AI-enabled decision support. Across the reviewed literature, perceived usefulness and effort expectancy remain important, but trust calibration, perceived risk, and organizational readiness appear especially consequential in high-stakes settings. The evidence also indicates that much of the current empirical base derives from general adoption and knowledge-work contexts, whereas direct evidence on strategic decision processes remains comparatively limited. The review highlights practical implications for bounded piloting, verification by design, calibrated reliance, and adaptive governance, and concludes with a research agenda focused on longitudinal embedding, cross-context variation, and governance mechanisms in strategic use.
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M. Sjöberg (Tampere University, Tampere, Finland)
Reclaiming the Digital Agora: A Design Science Approach to Identity-Based Civic Infrastructure beyond the Attention Economy
Contemporary civic interaction increasingly takes place on commercial social media platforms optimized for attention and advertising rather than democratic deliberation. Public institutions rely on these privately governed environments for citizen engagement, effectively outsourcing parts of the digital public sphere to platforms whose incentive structures are misaligned with civic values. Drawing on the agora as a historical model for shared civic space, this paper applies Design Science Research to propose Eulesia: a conceptual architecture and functional prototype for civic social media as sovereign Digital Public Infrastructure in the European context. Six design requirements are derived through normative synthesis from platform governance literature, addressing verified identity, institutional anchoring, social agency, non-attention design, public governance, and user-centric data governance. The prototype was iteratively refined through pilot use. The study demonstrates that civic requirements can be operationalized through specific architectural choices, offering a feasible alternative to the agency without citizenship of commercial platforms and the citizenship without agency of existing civic technology. Empirical validation of deliberative outcomes is identified as critical future work.
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T. Pohjola (University of Turku, School of Economics, TSE Pori, Pori, Finland), E. Maijanen (LAB university of applied sciences, Lappeenranta, Finland), M. Sjöberg (Tampere University, Pori, Finland)
Generative AI as a Socio-Technical Facilitator: A Case Study of AI-Supported Group Formation and Co-Creation
While generative AI is widely adopted as an individual productivity tool, its potential to recognize competences and orchestrate collective processes (eg. Group formation and collaborative innovation) remains underexplored. This paper presents a case study examining how a custom AI facilitation tool supported co-creation among diverse creative professionals at a European workshop event.
Research connects to Service-Dominant logic and the concept of operant resource integration. First, the AI tool structured conversational assessments to map participants' competencies, goals, and constraints—generating individualized "upskilling profiles" that captured both explicit skills and tacit professional orientations. Second, it used these profiles to form heterogeneous working groups with complementary expertise and shared intentions, then facilitated iterative co-creation through reflective prompts, structural suggestions, and real-time synthesis.
Our empirical data comprises 34 AI-participant interaction logs and 8 group facilitation transcripts, analyzed using thematic analysis. Findings suggest that AI-supported profiling accelerated resource mapping and reduced barriers to articulating tacit knowledge. Secondly, algorithmically formed groups demonstrated productive complementarity, though success depended on participants' engagement with the AI interface.
The paper contributes to a concrete example for AI-enhanced collaboration that preserves participant agency while enabling collective sense-making in a digital economy where dynamic team formation and resource integration are critical.
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T. Jagačić, N. Kadoić (University of Zagreb Faculty of organization and informatics, Varaždin, Croatia)
Towards a Support Framework for Startup Support Organizations
Startup support organizations (SSOs) play a crucial role in fostering early-stage entrepreneurial ventures by providing access to resources, knowledge, networks, and financing. These organizations include incubators, accelerators, technology parks, startup studios, technology transfer offices, venture capital funds, business angels, mentoring networks, technology scouts, grant programs, coworking spaces, and living labs. Although SSOs are key actors in entrepreneurial ecosystems and are often publicly funded, there is still a lack of systematic approaches for measuring the level and structure of support they provide. The aim of this paper is to present a methodology for developing a model for measuring the level of support provided by organizations engaged in supporting startup ventures. The proposed model consists of two complementary components: a support framework and a measurement instrument. The framework defines different types of support (organizational capabilities) offered by SSOs, which are grouped along one or two dimensions, namely the type of support and the technology readiness level (TRL). The instrument represents a mathematical model for calculating the support level of each SSO. It is based on multi-criteria decision-making to identify the relative importance of support dimensions and capabilities, a rubric for assessing support levels, and a composite index for aggregating these elements. The model serves two main purposes: enabling SSOs to identify areas for improvement in their support provision, and allowing comparison between organizations of the same type.
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N. Müller-Wernhart, R. Vallon, T. Grechenig (TU Wien, Vienna, Austria)
Bridging the Digital Divide: Challenges and Measures in Digitalisation Projects with Stakeholders of Different Age and IT Knowledge Backgrounds
Digitalisation is not just a technical challenge, but above all a human one. Over the past 20 years, the internet and the rapid advance of information technology have profoundly transformed almost every area of life across all generations. Not everyone copes equally well with these changes, which can lead to challenges in digitalisation projects especially in the working environments. In this study, two case examples employ both a survey as a quantitative method and interviews as a qualitative method. The results are then discussed in detail with experienced project managers in the field of digitalisation to validate results. This paper addresses contextual factors arising from differences in age among those involved (age gap) and from varying levels of IT competence and experience (knowledge gap) that may influence the success prospects of digitalisation projects. It investigates the extent to which these differences shape the attitudes and behaviour of those involved when new IT projects are introduced. The analysis shows that differences in age and IT knowledge play a central role in digitalisation projects. This is particularly evident in the willingness to accept fundamental changes in working practices and to familiarise oneself with new IT systems. Four specific challenges have emerged, for which appropriate measures have been defined.
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V. Omelyanenko (Sumy State Pedagogical University named after A. S. Makarenko, Sumy, Ukraine), O. Omelyanenko (Institute of Industrial Economics of National Academy of Sciences of Ukraine, Kyiv, Ukraine), A. Kornus (Sumy State Pedagogical University named after A. S. Makarenko, Poznan, Poland), O. Prokopenko (Sumy State Pedagogical University named after A. S. Makarenko, Sumy, Ukraine), Y. Kravchenko (Institute of Industrial Economics of National Academy of Sciences of Ukraine, Kyiv, Ukraine)
Evaluating the Impacts of Digital Transformation on Sustainable Development: Synergies and Contradictions
This article explores the multifaceted impacts of digital transformation on sustainable development, focusing on the synergies and contradictions that arise in this context. Digital technologies drive significant progress toward achieving sustainability goals by improving efficiency, reducing resource consumption and fostering innovation. However, contradictions such as digital divides, increased energy consumption, and electronic waste challenge the alignment between digital transformation and sustainability. The study examines key areas where digital transformation contributes to social, economic and environmental dimensions of sustainable development, as well as areas where it poses potential risks. Attention is given to balancing technological advancements with inclusive practices and environmental protection. Strategies to mitigate the negative effects of digital transformation while maximizing its positive outcomes are proposed. The findings emphasize the need for coordinated policies and innovations that align digital transformation with sustainable development goals.
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P. Gajica, H. Sarajlić, P. Malčević (Algebra Bernays University, Zagreb, Croatia)
Information Overload and Uncertainty in Purchase Decision-Making among Generation Z: An Empirical Insight
The growing availability of information in information-rich environments has raised concerns about its impact on consumer decision-making, particularly among members of Generation Z. Grounded in theoretical perspectives on information processing and cognitive overload, this study examines the relationship between information overload and uncertainty in purchase decision-making, as well as the association between information overload and the time required to make purchase decisions. A quantitative study was conducted using an online survey administered to members of Generation Z in Croatia. Information overload and decision uncertainty were measured using established self-report measures, while decision-making time was assessed using a single-item measure of perceived decision-making duration. The results indicate moderate to high levels of perceived information overload and moderate levels of decision uncertainty among respondents. Correlation analyses revealed statistically significant positive relationships between information overload and uncertainty in purchase decision-making, as well as between information overload and decision-making time. Although the results are based on a relatively small sample of 102 respondents and a correlational research design, they provide preliminary empirical insights into the role of information overload in shaping consumer decision-making among young, digital consumers.
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Y. Hadzhiyska, K. Rasheva-Yordanova, A. Lozeva, L. Lozev, I. Ivanov (University of Library Studies and Information Technologies, Sofia, Bulgaria)
Experimental Evaluation of a Multi-Agent-Based Library AI Assistant
The integration of artificial intelligence agents into library information systems requires systematic experimental validation to assess accuracy, performance, and reliability under realistic conditions. This paper presents the design and experimental evaluation of a multi-agent-based Library AI assistant that supports core user services, including book search, reservation management, and request status tracking. The system follows a modular architecture with specialized agents for intent classification, request handling, catalog access, and dialogue management, coordinated through a workflow-based orchestration mechanism.
An automated and reproducible evaluation methodology is proposed to measure intent classification performance, system response latency, and operational stability. The experimental study is conducted using a manually annotated, domain-specific dataset of 70 user queries covering six intent classes. Standard multi-class metrics, response time statistics, and repeated-run analysis are employed for quantitative assessment.
The results demonstrate high classification accuracy for dominant library-related intents, stable response times, and reliable multi-agent coordination. A qualitative comparison with a traditional rule-based chatbot further highlights the advantages of the proposed approach in supporting transactional services and coherent multi-step interactions. These findings confirm the practical applicability of multi-agent AI architectures for modern digital library environments.
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P. Gajica, K. Exle, I. Radojčić (Algebra Bernays University, Zagreb, Croatia)
Source Cues and Anger in E-Commerce Reviews: Effects on Review Trustworthiness and Reviewer Credibility
Online review ecosystems are critical trust infrastructure in the digital economy, yet consumers often rely on source cues about the reviewer and emotional tone when interpreting negative feedback. This study tests whether reviewer credibility cues and anger intensity in negative reviews jointly shape perceived review trustworthiness and perceived reviewer credibility. A 2×2 within-subject online experiment exposed 141 participants to four simulated e-commerce reviews varying credibility cues (low vs. high) and emotional tone (anger-laden vs. non-angry negative tone). Outcomes were measured with four-item review trustworthiness and nine-item reviewer credibility Likert scales.
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Z. Kljaic, A. Grguric (Ericsson Nikola Tesla d.d., Zagreb, Croatia), M. Zurek-Mortka (Lukasiewicz - Institute for Sustainable Technologies, Radom, Poland), E. Briski (HAKOM - Croatian Regulatory Authority for Network Industries , Zagreb, Croatia), B. Antolovic (HEP d.d. - Croatian Electric Power Industry, Zagreb, Croatia), T. Caric (Ericsson Nikola Tesla d.d., Zagreb, Croatia), D. Pavkovic (Faculty of Mechanical Engineering and Naval Architecture, Zagreb, Croatia)
An Innovative Model of Sustainable Energy Symbiosis between 6G Telecommunications Infrastructure and Electric Vehicle Charging Systems within the ESG Framework
This paper explores an innovative model of energy symbiosis between sixth-generation (6G) telecommunications infrastructure and electric vehicle (EV) charging systems. The research focuses on developing intelligent management for telecommunication system components that rely on the dynamic availability of green energy from low-power EV charging stations integrated into urban infrastructure. The study builds upon the guidelines of the Hexa-X-II project, analyzing opportunities in the field of energy efficiency for radio access networks (RAN) integrated with EV infrastructure. The proposed model advocates for the concept of "Energy-aware Networking," where the 6G system adapts its operational parameters and beamforming reconfigurability in real-time, utilizing exclusively surplus renewable energy stored through the EV infrastructure. This approach directly addresses stringent ESG (Environmental, Social, and Governance) criteria by reducing the carbon footprint of the ICT sector and optimizing local energy resources. Through the simulation of cooperation scenarios between smart chargers and micro-cells, the paper demonstrates how the integration of network intelligence developed within the Hexa-X-II project enables the sustainability of future networks, particularly those intended for the transport and logistics sectors in cities. The results indicate a significant potential for reducing peak loads on the public grid and promoting a circular economy in telecommunications, laying the foundation for the implementation of carbon-neutral 6G cities. The study combines conceptual architecture with simulation-based evaluation under defined assumptions, highlighting both potential benefits and current limitations.
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M. Pejić Bach, B. Žmuk, M. Fortuna, J. Zoroja (University of Zagreb, Faculty of Economics and Business, Zagreb, Croatia)
Mapping the Digital Divide in Artificial Intelligence: A VOSviewer-Based Bibliometric Literature Review
The digital divide is increasingly reshaped by artificial intelligence, affecting who can access, develop, and benefit from data-driven technologies. This paper provides a bibliometric literature review of research on the digital divide in the context of artificial intelligence, aiming to identify the field’s intellectual structure, dominant themes, and emerging research fronts. A systematic search was conducted in the Web of Science database. VOSviewer was used to perform keyword co-occurrence analysis, supported by descriptive bibliometric indicators, enabling the visualization of thematic clusters and their interrelationships. The results reveal the major themes of the research, which vary with different foci (e.g., health, technology, education, governance, and ethics). Temporal overlay patterns indicate growing attention to generative artificial intelligence, artificial intelligence literacy, ethics, and algorithmic bias, while persistent gaps remain in measurement, cross-country comparative evidence, and the translation of policy principles into operational interventions. The paper outlines directions for future research towards inclusive artificial intelligence and evidence-based digital inclusion policies.
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S. Kocijan, P. Poropat, D. Vuković (University of North, Koprivnica, Croatia)
Cross Country Analysis of CSR in the Development of Trust, Organisational Resilience, and Risk: Evidence from Croatia, Slovenia, and Austria
This study examines a five-factor model linking Corporate Social Responsibility (CSR), stakeholder trust, organisational resilience, reputational risk and operational risk across three European contexts: Croatia, Slovenia, and Austria. While prior research has documented the risk-mitigating role of CSR, far less is known about whether the underlying constructs are conceptualised and measured equivalently in countries with different levels of institutional maturity and CSR integration. For this research, data from a survey of managers in three countries were used. The aim is to determine whether the framework of socially responsible business, trust, resilience, and risk operates in national contexts. The research results indicate that this model functions similarly in all the countries studied. There are several differences among the countries studied, indicating variations in perceived levels of CRS, trust, resilience, and risk. Despite these differences in levels, structural correlations between CSR, trust, resilience, and risk across the observed countries remain stable. Higher CSR is associated with greater trust and resilience, and lower reputational and operational risks. The findings demonstrate that CSR can be analysed within a unified measurement framework across diverse European settings. The study contributes to the literature by clarifying the relational dynamics among CSR, trust, resilience, and risk, and provides validated scales for future comparative research.
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E. Krelja Kurelović, L. Ćaćan (Veleučilište u Rijeci, Rijeka, Croatia)
Kriptovalute kao oblik (ne)poželjne digitalne imovine
Problemsko područje rada je prihvaćanje kriptovaluta kao oblika digitalne imovine. Cilj istraživanja je utvrditi stupanj poznavanja kriptovaluta, te percepciju i ponašanje ispitanika prema kriptovalutama. U radu se analiziraju globalni i europski trendovi usvajanja kriptovaluta, te položaj Hrvatske koja zauzima drugo mjesto u Europskoj uniji prema broju građana koji investiraju u kriptovalute. Smatra se da već postoji institucionalno prihvaćanje kriptovaluta (55% svjetskih banaka), pogotovo Bitcoina. Kriptovalute kao decentralizirane financije nemaju posrednike u provođenju transakcija, transakcije se izvode brzo, a naknade za transakcije su niske. Međutim, visoka volatilnost kripto tržišta, rizičnost ulaganja i česte kripto prijevare prepreke su njihovom širem prihvaćanju kod građana. Globalno usvajanje kriptovaluta kao inovativnog financijskog instrumenta, prema Rogersovoj teoriji širenja inovacija, nalazi se između „ranih korisnika“ i „rane većine“. Vlastito istraživanje provedeno tijekom 2024. -2025. godine pokazuje da su gotovo svi ispitanici upoznati s pojmom kriptovaluta, očekivano, najviše s Bitcoinom i Ethereumom, ali ne razumiju način funkcioniranja blockchaina i kriptovaluta. Ispitanici opravdano percipiraju kriptovalute rizičnom imovinom. Iako većina ispitanika ne planira kupovinu kriptovaluta u bliskoj budućnosti, neki od njih već ih posjeduju. Može se zaključiti da percepcija i namjera ponašanja ispitanika ne ukazuju da kriptovalute vide kao poželjni oblik digitalne imovine. Stoga je potrebno bolje informiranje kako bi se povećalo razumijevanje svih procesa vezanih uz kriptovalute, prepoznale kripto prijevare i spriječila nerealna očekivanja brze zarade.
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Basic information:
Chairs:
Edvard Tijan (Croatia), Mladen Mauher (Croatia)
Steering Committee:
Adrijana Agatić (Croatia), David Brčić (Croatia), Đani Juričić (Slovenia), Mladen Mauher (Croatia), Ana Perić Hadžić (Croatia), Andreja Pucihar (Slovenia), Edvard Tijan (Croatia)
Program Committee:
Saša Aksentijević (Croatia), Petra Karanikić (Croatia), Mladen Mauher (Croatia), Edvard Tijan (Croatia)
Registration / Fees:
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REGISTRATION / FEES
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Price in EUR
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EARLY BIRD
Up to 15 May 2026 |
REGULAR
From 16 May 2026 |
| IEEE members |
297 |
324 |
| MIPRO members |
297 |
324 |
| Students (undergraduate and graduate), primary and secondary school teachers |
165 |
180 |
| Others |
330 |
360 |
The student discount doesn't apply to PhD students.
NOTE FOR AUTHORS: In order to have your paper published, it is required that you pay at least one registration fee for each paper. Authors of 2 or more papers are entitled to a 10% discount.
Contact:
Edvard Tijan
University of Rijeka
Faculty of Maritime Studies
Studentska 2
HR-51000 Rijeka, Croatia
Phone: +385 51 338 411
E-mail edvard.tijan@pfri.uniri.hr
The best papers will get a special award.
Accepted papers will be published in the ISSN registered conference proceedings. Papers in English presented at the conference will be submitted for inclusion in the IEEE Xplore Digital Library.
Location:
 Opatija is the leading seaside resort of the Eastern Adriatic and one of the most famous tourist destinations on the Mediterranean. With its aristocratic architecture and style, Opatija has been attracting artists, kings, politicians, scientists, sportsmen, as well as business people, bankers and managers for more than 180 years.
The tourist offer in Opatija includes a vast number of hotels, excellent restaurants, entertainment venues, art festivals, superb modern and classical music concerts, beaches and swimming pools – this city satisfies all wishes and demands.
Opatija, the Queen of the Adriatic, is also one of the most prominent congress cities in the Mediterranean, particularly important for its ICT conventions, one of which is MIPRO, which has been held in Opatija since 1979, and attracts more than a thousand participants from over forty countries. These conventions promote Opatija as one of the most desirable technological, business, educational and scientific centers in South-eastern Europe and the European Union in general.
For more details, please visit www.opatija.hr and visitopatija.com.
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