In contemporary business, issues such as environmental protection, taking care of employees and their job satisfaction, ethical principles, supporting endangered groups, caring about young people, caring about the society and the like, are serious challenges that a company has to deal with, no matter which industry it belongs to. One of the most important principles of contemporary business is an organisation based on responsibility. An organisation has to take full responsibility for its actions in the environment in which it operates. Contemporary business puts responsibility on the level of each individual as well. Global market leaders have accepted the application of the concept of corporate social responsibility (CSR) with a view to satisfying customers' and other stakeholders' demands. What is seen as a prerequisite for a successful realisation of CSR concepts in a company is a genuine wish for its application by the management, management's readiness to understand the basic postulates of this concept, good communication (both internal and external), promotion of examples of good practice in the company and outside of it, motivating employees for a more active role in realising good business practices. In this paper, the authors have presented the results of a survey about young people's attitudes towards corporate social responsibility.

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Digital transformation is a term that is, as of late, becoming an increasingly important topic of discussion, among both government authorities (in developed and developing countries) and entrepreneurs as well. Through the process of digital transformation, enterprises acquire the power to create new values for end-users, employees and the enterprises themselves more efficiently, and thus become more competitive and better positioned on the global market. In the overall process of digital transformation, an important role is played by the government, which needs to create an environment marked by the presence of supply (provided by enterprises) and demand from the end-users. The education of the companies' employees, as well as the users, is a decisive element that will decide whether digital transformation will work out in a particular market. The important role of the government is also shown in the adoption and implementation of international standards that provide businesses with a certain level of certainty when it comes to data protection and security in the digital sphere. The Republic of Serbia has asserted its determination to be more actively involved in the process of the digital transformation of the national economy, but unfortunately, the efforts aimed at this endeavour still fall short in comparison to the countries in the South East Europe region.

Research Question: In this paper the effect of consumers’ relationship towards a company on brand loyalty is analysed. Motivation: The main goal is to determine if consumers’ relationship towards a company develops brand loyalty. In addition, consumer-brand relationships, consumer-product relationships, brand trust and brand relationship quality are observed. This is important for defining complex relationships between companies, consumers and brands. Brand loyalty is the result of marketing, management and public relations practices. This thorough research provides a substantial insight into this domain. The number of studies that address several marketing management constructs in this form is low. Therefore, this approach is innovative from that viewpoint. Idea: The main idea is to analyse the complex relationships between the above-mentioned constructs and to highlight key factors while taking into consideration the integrity of the analysed data. Data: For this research, the data was collected via structured survey. The sample size of 407 included male and female consumers, aged from 15 to 65, from the major cities in Serbia. Potential biases were taken into consideration when undertaking data analysis. Tools: Conclusions were drawn from the extensive data analysis that included OLS regression analysis, (with and without control parameters), correlation analysis, reliability test, and tests for multicollinearity, heteroscedasticity and autocorrelation. Findings: The results indicate that there is a strong link between consumers’ relationship towards a company and brand loyalty. In addition, the links between the mediating constructs shed light on the complexity of developing relationships with consumers. Contribution: This study contributes to the existing body of literature and expands the view on consumer-company relationships from the aspect of brand and marketing management and management overall.

Enterprises are facing difficulties in achieving and maintaining competitive ability amidst globalized markets. In the modern business environment, an effective CRM is an imperative for retaining customers. As CRM systems rely on customer data, it is important to secure data integrity. This paper thoroughly analyses the challenges of enterprises, CRM and customer data. The main goal of this paper is to provide an overview of existing literature and business practice in the domain of CRM. In addition, a model for improvement of CRM is developed. The model is based on the results of conducted review, and as such, it presents an approach towards enhancing CRM systems while taking into consideration the integrity of customer data.