This paper aims to analyze the impact of the types of innovations in increasing the sales of Kosovo's enterprises. The findings of this paper confirm the hypotheses that organizational innovations, product/process innovations and marketing innovations have a positive impact on increasing the level of sales. This empirical research was conducted with enterprises in Kosovo, so the main limitation of this research is the non-inclusion of enterprises of Albania, Montenegro, North Macedonia, Bosnia and Herzegovina, etc. The involvement of enterprises from these countries would provide a broader picture of the research issues for transition countries. This empirical research is of particular importance because it studies the impact of types of innovation on increasing the sales level of enterprises in transition countries. Kosovo suffer from weak enterprises sector and underdeveloped entrepreneurship sector. Without the development of an innovative system of the private sector and the entrepreneurial sector, Kosovo cannot overcome the transition process. Therefore, this paper could be a reference point for the government policies of Kosovo, which should support all enterprises in the development of all types of innovations.

The aim of the study is to assess the role of innovation and branding on enterprise sales growth in transition countries with Kosovo being the case study for the research. The CEO of 300 business enterprises from diverse business sector were interviewed alongside other staff such as human resource managers, sales and marketing managers, and financial managers. The study revealed that service delivery, technology, business model, branding, and age of entrepreneur were significant factors. The result of the study indicates that innovation and branding have a significantly positive effect on enterprise sales growth. The research concluded by noting that brand awareness must constantly maintained through international product advertising and engaging in promotional activities to raise awareness of the product, so as to have a competitive chance of survival in the local and international market. Technological advancement should be welcomed as it forms the foundation of the initiation of innovation in business enterprises.     Received: 14 February 2023 / Accepted: 19 April 2023 / Published: 5 May 2023

Production is aimed at the production of certain products in order to meet the requirements of the consumer, then the company as and society, under certain organizational conditions of the market. In other words, consumption is a constant process, and the process of production must be a continuous process. Repetition of the production process is a complex system consisting of elimination subsystems, that is, practically from four phases that are interconnected in terms of the impact of each other, but the entire production system must be manifested as one harmonious system. Production in this system is the first stage when the products are produced, which are then distributed and exchanged through the free market, so that in the end they are subject to the process of consumption in the appropriate form, but depending on the nature of the product. In such a system, the stages of production and consumption are the most important stages of the production process, while the role of other phases in terms of mediating the mentioned phases in a deterministic sense. As it is produced for consumers-in terms of consumption, then the process of production in society is dictated by the consumption itself. This practically means that consumption is always the basis and goal of production.

In the cold period of the year, the fences protect the living space from outside temperatures and wind, and the heating system allows the maintenance of a certain temperature. The stability of the temperate regime of housing or work space is in correlation with the existence of cold surfaces of outside fences and heating surfaces of the heating system. Cold and hot surfaces bind convective air currents and appear as sources of "positive” and “negative" radiation fluctuations, which are all the more intense - if there are major temperature differences. The outside air temperature is constantly changing. As a consequence, the temperature of the walls of the living or working space changes. The highest temperature differences occur in the peaks of rough winters. If the outside fences and the heating system allow the comfort conditions to be met within the living and working space, especially in the case of raw winters, it is possible to fill the required comfort throughout the winter. Infiltration of cold masses of the air, heat loss by radiation, or vice versa, in proportion to the increase in heat allocation, in people living inside the living or working space, create an unfavorable feeling of cold or increased heat. Such shades not only cause the feeling of a confrontation of life or work, but can also lead to various illnesses.

In the Victorian period, philosophers and economists argued with satisfaction "goodwill" as an indicatorof the general well-being of an individual. The benefit was portrayed as a numerical math of a person's happiness.According to this idea, it was natural to assume that the choices made by consumers were such as to maximize theprofit of the try, which means to make itself as happy as possible. The problem was related to the fact that theseclassical economists never really describe how they can profit. How could the "amount of benefit" be closely relatedto the choices and different solutions? Is the benefit of a person the double the benefit of an additional carrot? Doesthe concept make any sense of meaning apart from the meaning of maximizing people? Because of these conceptualproblems, economists have neglected the old point of view as a mate of happiness. Instead, the theory of consumerbehavior has been completely redesigned in relation to consumer preferences and the benefit is only seen as a way ofdetermining preferences. Gradually, economists began to admit that all the issues about the benefit of choosing achoice had to do with whether a basket had a higher benefit than another, but the higher it was not so important.Finally preferences were defined in terms of profit: to say that a basket was preferred to another basket, meant thatthe basket had a higher benefit than the other basket. This means that we are so inclined to think in a different wayabout these issues. Customer preferences are the basics useful to analyze the choice and usefulness is a way ofdescribing preferences.