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From Advertising To Reality: A Visual Analysis Of Fast-Food Products And Their Impact On Consumer Perceptions, Kaltrina Veselaj Shllaku, Visar Shllaku, Arberesha Hoxha Oct 2025

From Advertising To Reality: A Visual Analysis Of Fast-Food Products And Their Impact On Consumer Perceptions, Kaltrina Veselaj Shllaku, Visar Shllaku, Arberesha Hoxha

UBT International Conference

Fast food restaurant chains place great emphasis on presenting their products in advertisements through highly visually appealing images. However, there is an ongoing concern regarding the mismatch between the product shown in advertisements and the one that consumers actually receive. This study aims to identify the visual differences between the advertised product and the real one, as well as to analyze the impact of these discrepancies on consumer perception, brand credibility, and purchasing behavior. A comparative method and visual analysis were applied; statistical data were collected through questionnaires distributed across local and international fast-food chains. A total of 200 questionnaires …

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The Role Of Artificial Intelligence In Enhancing Public Awareness And Communication On Indoor Radon Risk, Margarita Kuqali, Ylli Kaçiu, Gazmend Nafezi, Frank Holzwarth Oct 2025

The Role Of Artificial Intelligence In Enhancing Public Awareness And Communication On Indoor Radon Risk, Margarita Kuqali, Ylli Kaçiu, Gazmend Nafezi, Frank Holzwarth

UBT International Conference

Radon is a naturally occurring radioactive gas and the second leading cause of lung cancer, particularly among non-smokers. Despite its health risks, public awareness of indoor radon exposure remains low in many countries, including Kosovo. Traditional risk communication often struggles to engage diverse populations or adapt to modern digital habits. This paper explores the potential of artificial intelligence (AI) to enhance radon awareness through intelligent communication tools. Natural language processing (NLP) and AI-powered chatbots can deliver instant, personalized, and accessible information tailored to different languages, literacy levels, and cultural contexts. Additionally, sentiment analysis of social media can detect misconceptions and …

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International Conference On Integrated Design, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Integrated Design, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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German Reddit Sentiment Analysis Using Bert And Ml Techniques, Bledi Buduri Oct 2025

German Reddit Sentiment Analysis Using Bert And Ml Techniques, Bledi Buduri

UBT International Conference

This study presents a comprehensive workflow for collecting, preprocessing, and analyzing German-language comments from Reddit for sentiment analysis. Initially, a Pythonbased scraper using the Reddit API was developed to extract topic-specific comments, which were then cleaned by removing special characters, links, and irrelevant tokens. The dataset underwent tokenization, stopword removal, and normalization using stemming and lemmatization to produce a structured corpus suitable for machine learning tasks.Sentiment classification was performed using the German BERT model (oliverguhr/german-sentimentbert), categorizing comments as positive, negative, or neutral. To further evaluate performance, vectorization techniques such as Bag-of-Words and TF-IDF were applied, followed by machine learning classifiers …

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The Role Of Artificial Intelligence In Developing Interactive And Intelligent Web Applications, Shkurte Zhegrova, Faton Kabashi, Mirlinda Selimaj, Vehebi Sofiu, Laura Gjikokaj Oct 2025

The Role Of Artificial Intelligence In Developing Interactive And Intelligent Web Applications, Shkurte Zhegrova, Faton Kabashi, Mirlinda Selimaj, Vehebi Sofiu, Laura Gjikokaj

UBT International Conference

This study explores the integration of Artificial Intelligence (AI) into web programming, a field that has been rapidly transformed by the advancement of modern technologies. AI represents not only a relatively new and revolutionary innovation but also a crucial factor shaping the future of humanity, raising both opportunities for progress and concerns about potential workforce replacement in certain domains. The research begins with an overview of the history and evolution of AI, followed by an examination of its role in optimizing processes, addressing technical challenges, and enhancing user experiences in web development. With capabilities such as processing large datasets, learning …

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The Role Of Organizational Culture And Management Strategies In Sales Employee Performance, Dorjana Feimi Oct 2025

The Role Of Organizational Culture And Management Strategies In Sales Employee Performance, Dorjana Feimi

UBT International Conference

In today’s highly competitive economic environment, organizations encounter increasing challenges in managing human resources and sustaining high performance, particularly within the sales sector. This study examines the impact of organizational culture and management strategies on sales employees’ performance, aiming to provide a comprehensive understanding of the factors that drive motivation, engagement, and professional outcomes. A quantitative research design was employed, utilizing a structured questionnaire that combined closed-ended items with an open-ended question. This methodological approach allowed for the collection of robust statistical data to analyze the relationships between variables, while also capturing employees’ personal perceptions and experiences. The study offers …

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Bridging Academia And Industry Through Information Technology Training And Coaching, Besnik Skenderi, Diamanta Skenderi Oct 2025

Bridging Academia And Industry Through Information Technology Training And Coaching, Besnik Skenderi, Diamanta Skenderi

UBT International Conference

Higher education institutions are increasingly required to act as dual hubs, combining the academic mission of knowledge creation with the practical demands of industry. This paper examines how Intelligent Information Systems (IS) can bridge academia and industry to strengthen employability and foster innovation. Drawing on three cases from UBT, the study highlights effective practices and challenges. The ALLED II Project integrated VR/AR technologies into schools, providing immersive learning and aligning digital education with labor market needs. The Digital Bootcamp offered intensive training in web design, ecommerce, and digital marketing, achieving high satisfaction rates and direct employability outcomes. The Mentorship and …

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The Institutional Role Of Journalism In Post-Conflict Societies: The Case Of Kosovo, Ferid Selimi Oct 2025

The Institutional Role Of Journalism In Post-Conflict Societies: The Case Of Kosovo, Ferid Selimi

UBT International Conference

This study asserts that the traditional professional values underpinning journalism are becoming increasingly ambiguous, while established normative frameworks have diminished in their descriptive influence. Drawing on Hanitzsch’s (2011) typology of journalistic cultures, the research analyzes responses from a structured survey of 46 media professionals. Through the application of the Priority Model, the study explores how these professional role orientations intersect with neo-Gramscian perspectives on hegemony, particularly in shaping journalists’ priorities during the production and dissemination of news. The research investigates the institutional roles of journalistic cultures within Kosovo, with a specific focus on their evolving engagement in broader societal responsibilities …

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The Challenge Of Domestic Violence In The Balkan States, Marigona Bajraktaraj, Florent Azemi Oct 2025

The Challenge Of Domestic Violence In The Balkan States, Marigona Bajraktaraj, Florent Azemi

UBT International Conference

Domestic violence is a major social problem that includes physical, sexual, emotional, economic, and psychological forms.It appears as a repeated pattern of behavior aimed at control and domination over the partner, affecting the lives of all family members.The main characteristics are the abuse of power and the violation of the victim’s fundamental rights. The consequences manifest in pain, suffering, and the undermining of the victim’s health and safety.Many victims remain in abusive relationships due to fear and threats of harm.Balkan states have criminalized domestic violence and established penalties for offenders. The phenomenon is also linked to femicide and has worsened …

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Employment And The Impact Of Nepotism In Human Resources, Arsim Gjinovci, Dren Gjinovci Oct 2025

Employment And The Impact Of Nepotism In Human Resources, Arsim Gjinovci, Dren Gjinovci

UBT International Conference

The two interconnected problems of nepotism and corruption damage economic growth and public institutions while breaking down the rule of law. Nepotism manifests when organizations give employment opportunities to family members and personal acquaintances instead of selecting candidates based on their professional qualifications. Nepotism and corruption together create an environment of unfair competition that damages public trust between citizens and investors which threatens democratic governance. The research investigates which elements support nepotism and corruption while studying their effects on organizations and economic performance of the nation. The research investigates how these phenomena directly influence personnel selection and career progression throughout …

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Why Organized Crime Is In The Spotlight In Kosovo And Beyond, Florent Azemi, Merita Muharremi Oct 2025

Why Organized Crime Is In The Spotlight In Kosovo And Beyond, Florent Azemi, Merita Muharremi

UBT International Conference

Organized crime represents a complex and dynamic challenge to national security and the legal order of modern states. Its forms and manifestations are diverse, constantly evolving as a result of political, social, and economic changes. This paper aims to analyze some of the most significant forms of organized crime in the contemporary context, focusing on phenomena such as corruption, human trafficking, money laundering, drug trafficking, and arms smuggling. Instead of concentrating on the mafia as a classical form of organized crime, this study emphasizes modern forms that have gained prominence in recent decades. Through a review of legal and criminological …

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Digital Culture And Language Use: Generational Perceptions Of Aave Slang In Higher Education In Kosovo, Rina Sefiu, Adea Mustafa Oct 2025

Digital Culture And Language Use: Generational Perceptions Of Aave Slang In Higher Education In Kosovo, Rina Sefiu, Adea Mustafa

UBT International Conference

African American Vernacular English (AAVE) has emerged as a primary source of online slang, with terms expanding on platforms like TikTok. This study investigates at how slang, especially terms from AAVE, is recognized, used, and perceived at the University for Business and Technology (UBT) in Kosovo across a number of generations. An anonymous survey about social media usage, familiarity with specific slang terms (e.g., slay, it's giving, sus, GOAT), perceptions of differences between generations, and attitudes regarding the cultural origins of slang was given to UBT professors and undergraduate students (first to third year). The study additionally provides insight into …

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Motivation For English Language Learning Among Macedonian Academic Staff: Analyzing Key Motivational Drivers, Vesna Prodanovska Poposka Oct 2025

Motivation For English Language Learning Among Macedonian Academic Staff: Analyzing Key Motivational Drivers, Vesna Prodanovska Poposka

UBT International Conference

In a world where academia is more connected than ever, English proficiency has become the master key for Macedonian scholars seeking to unlock international opportunities. This study investigates the motivation for English language learning among academic staff in North Macedonia, focusing on the identification of the most and least influential motivational drivers. Based on the data collected from 72 respondents across public and private universities, an adapted Attitude/Motivation Test Battery (AMTB) was used to measure both instrumental and integrative motivation. The results indicate a clear hierarchy of drivers i.e. the highest scores for international career advancement ("useful in getting better …

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Spoken Language Transfer From Albanian Into English And Lexical Anglicisms Used In Albanian Among 8th Grade Students At “Emin Duraku” Lower Secondary School In Prishtina - A Case Study, Bekim Emini Oct 2025

Spoken Language Transfer From Albanian Into English And Lexical Anglicisms Used In Albanian Among 8th Grade Students At “Emin Duraku” Lower Secondary School In Prishtina - A Case Study, Bekim Emini

UBT International Conference

This case study explores spoken language transfer and anglicisms used among 8thgrade lower secondary students at ‘Emin Duraku’ school in Prishtina. Using a 14-item selfdeveloped questionnaire, this study examined grammatical, semantical and lexical-level language transfer from Albanian into English and the use of common anglicisms. Six students took part in the study by orally rendering words, phrases and sentences and by identifying anglicisms. Study results revealed some negative language transfer in oral translations. Food, sports and technology anglicisms were used correctly; some students’ responses were target-like, especially general and specific-field anglicisms used in Albanian.

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The Impact Of Marketing And Accompanying Campaigns Of The "Golden Eagle" Energy Drink On Consumer Choice Of This Product And The Application Of Machine Learning For Market Segmentation And Consumer Behavior Prediction, Albrim Danca Badallaj Oct 2025

The Impact Of Marketing And Accompanying Campaigns Of The "Golden Eagle" Energy Drink On Consumer Choice Of This Product And The Application Of Machine Learning For Market Segmentation And Consumer Behavior Prediction, Albrim Danca Badallaj

UBT International Conference

In the time we live, marketing has become part of our daily lives, so much so that when we go out on the street we see advertisements everywhere, when we enter social networks they appear as video spots for a few seconds, when we watch. TV they appear between shows, while recently it has also started to be applied in the GPS maps of certain cars. All this has made Marketing and its forms an integral part of business development. According to many marketing researchers before the 1950s, marketing was mainly used to identify strategies and tactics simply to sell …

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Empirical Analysis Of The Impact Of Fdi, Trade Openness And Human Capital On Economic Growth Case: Western Balkans (Wb6), Ardian Uka, Erzana Uka Oct 2025

Empirical Analysis Of The Impact Of Fdi, Trade Openness And Human Capital On Economic Growth Case: Western Balkans (Wb6), Ardian Uka, Erzana Uka

UBT International Conference

In economic literature, a country's real economic growth—measured by the annual growth of real GDP—is frequently the primary approach of analysis. This method eliminates the impact of inflation, allowing for a constant evaluation of economic development. This approach serves as the basis for the study's investigation of the effects of a number of important variables on economic growth, including trade openness, the Human Development Index (HDI), and foreign direct investment (FDI). These factors were chosen because they are relevant to regional dynamics and global trends in the Western Balkans, or WB6, as they are popularly known in this research. Albania, …

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The Economic Impact Of University–Industry Collaboration: The Case Of Albania, Klaudija Guga, Ilira Pulaj Oct 2025

The Economic Impact Of University–Industry Collaboration: The Case Of Albania, Klaudija Guga, Ilira Pulaj

UBT International Conference

University–industry collaboration (UIC) is now considered a strategic driver for development and economic growth, knowledge transfer, and innovation capacity, particularly in developing economies. This paper examines the economic impact of UIC in the Albanian context, where structural challenges in higher education and low industrial competitiveness have historically limited the establishment of mutual partnerships. By analyzing national policies, university institutional frameworks, and firm-level data, the study highlights the opportunities and barriers that shape effective collaboration. Findings indicate that UIC in Albania remains underdeveloped, often characterized by informal relationships and a lack of financing mechanisms. However, promising initiatives in sectors such as …

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Engaging Communities In Esg Integration: Narratives And Practices For Sustainable Accounting In Financial Reporting, Ejona Duci, Eda Tabaku Oct 2025

Engaging Communities In Esg Integration: Narratives And Practices For Sustainable Accounting In Financial Reporting, Ejona Duci, Eda Tabaku

UBT International Conference

The integration of Environmental, Social, and Governance (ESG) factors into financial reporting has become a critical aspect of corporate accountability and transparency. Traditionally, financial reporting has focused primarily on economic performance, but sustainable accounting broadens this perspective by incorporating ESG considerations. This paper explores how ESG-driven financial reporting shapes corporate sustainability efforts and stakeholder engagement. A key focus is the role of ESG narratives in influencing stakeholder perceptions, promoting ethical decision-making, and fostering sustainable business models. Companies increasingly adopt transdisciplinary approaches to integrate ESG factors, yet challenges persist in standardizing reporting frameworks and ensuring regulatory compliance. Accountants, once viewed primarily …

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The Importance Of Green Hotels In The Hospitality Industry; Best Practices, Aseda Banushaj, Doriana Matraku Dervishi Oct 2025

The Importance Of Green Hotels In The Hospitality Industry; Best Practices, Aseda Banushaj, Doriana Matraku Dervishi

UBT International Conference

Due to increasing environmental concerns, shifting consumer preferences, and government restrictions, the hospitality industry recently witnessed a paradigm shift towards sustainability. All these have resulted in green hotels, which are hotels that implement environmentally friendly practices such as waste management, energy conservation, and sustainable supply chain management. They have an interest in minimizing the effects these hotels impose on the environment through new technology and green management practices that also provide high quality services to the customers. Apart from the benefit of sustainability in the hotel industry to the environment, sustainability is of significant value with regard to enhancing customers' …

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Public Debt Management In North Macedonia: Challenges And Opportunities In The Context Of Eu Accession, Sani Saidi Oct 2025

Public Debt Management In North Macedonia: Challenges And Opportunities In The Context Of Eu Accession, Sani Saidi

UBT International Conference

The public debt represent an issue that is constantly discussed in different levels in the societies and herein, as a phenomenon provokes greater interest and capture considerable attention. Whereas, the governments continuously adopt different strategies and pursue various trends in management of the public debt. The purpose of this research paper is to comprehensively analyze the alignment of the public debt management strategy of North Macedonia with the fiscal convergence criteria for EU accession and its impact on fiscal discipline. Likewise, conduct thorough review and assessment of country’s latest strategies in debt management and see what reforms are further needed …

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Online Second-Hand Shopping Motivations According To Consumer Age Groups: An Empirical Evaluation, Meryem Koca, Gülay Keskin, Aferina Skeja Oct 2025

Online Second-Hand Shopping Motivations According To Consumer Age Groups: An Empirical Evaluation, Meryem Koca, Gülay Keskin, Aferina Skeja

UBT International Conference

In recent years, growing awareness of sustainability, the increasing importance of financial savings, and the accessibility of digital platforms have accelerated consumer participation in online secondhand shopping. This study explores whether the motivations behind purchasing secondhand products differ among age groups. Data were gathered through an online survey conducted in Türkiye using the 'Online Secondhand Shopping Motivations Scale' (Padmavathy et al., 2019). The reliability of the scale was confirmed through Cronbach’s Alpha, while one-way ANOVA and Tukey’s HSD tests were employed for analysis. Results indicate significant motivational differences across age categories, underscoring the relevance of generationally tailored secondhand marketing strategies …

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Comparative Analysis Of Inflation Rate In The Western Balkans, Marigonë Plakaj Vërbovci, Atdhetar Gara Oct 2025

Comparative Analysis Of Inflation Rate In The Western Balkans, Marigonë Plakaj Vërbovci, Atdhetar Gara

UBT International Conference

This study conducts a comparative analysis of inflation rates in the Western Balkans, encompassing Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, and Serbia, over the period from 2010 to 2024, with forecasts extending to 2026. The study utilizes information obtained from the World Bank Open Database and the Statistical Agencies of the Western Balkans, and employs quantitative methods including panel regression to identify key drivers and ARIMA to project anticipated inflation trends. Overall findings report considerable variability, with inflation range between an average of 5.24% in Serbia due to global price shocks and domestic variables, as compared to the …

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Leadership In The Era Of Remote Work: Challenges And Strategies For Effective Management, Aferina Skeja Oct 2025

Leadership In The Era Of Remote Work: Challenges And Strategies For Effective Management, Aferina Skeja

UBT International Conference

The rapid shift to remote work has transformed leadership practices across organizations. While remote work offers flexibility and global collaboration, it also introduces a range of management challenges. This paper examines the key challenges faced by leaders in remote settings, including communication barriers, employee isolation, accountability, and technological readiness. It synthesizes strategies recommended in the literature on remote leadership. Drawing on recent academic and practitioner sources, the paper emphasizes the importance of cultivating a robust digital communication culture, establishing clear expectations, promoting employee well-being, and maintaining a secure technological infrastructure. As organizations continue to navigate hybrid and fully remote work …

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The Application Challenges And Impact Of Lean Management Principles In Public And Private Sectors In The Developing Countries, Mirlinda Jashanica Gashi, Edmond Hajrizi, Ylber Limani Oct 2025

The Application Challenges And Impact Of Lean Management Principles In Public And Private Sectors In The Developing Countries, Mirlinda Jashanica Gashi, Edmond Hajrizi, Ylber Limani

UBT International Conference

This research aims to discuss and analyse the impact of lean management application on productivity, effectivity and efficiency, sustainability, digital technology and innovation in manufacturing and service industries. In addition, the study proposes a strategic model for lean implementation strategies for developing countries with focus on the case of Kosovo. It is assumed that developing countries struggle with the adaptation of lean management techniques in different industrial contexts, including all strategic factors, as discussed in this study. Consequently, the objectives of this paper are oriented towards quantitative exploration of existing challenges of organisations and businesses within the Kosova region, and …

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The Role Of Strategic Marketing In In Increasing The Competitiveness Of Kosovar Businesses In The Market Regional, Hamëz Rama Oct 2025

The Role Of Strategic Marketing In In Increasing The Competitiveness Of Kosovar Businesses In The Market Regional, Hamëz Rama

UBT International Conference

In the context of the modern economy and globalization, strategic marketing plays a fundamental role in creating competitive advantage for businesses aiming to expand beyond the domestic market. This study analyzes the impact of strategic marketing approaches on enhancing the competitiveness of Kosovar businesses in the regional market of the Western Balkans. Through a combination of theoretical analysis and empirical data, the paper examines how brand positioning strategies, product differentiation, and customer communication influence the perception of value among consumers outside Kosovo. Preliminary findings suggest that enterprises implementing clear strategic marketing approaches—supported by market research and innovation—achieve greater brand recognition …

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Project Cycle Management In Ngos: Challenges And Best Practices, Laurita Morina, Kujtim Zylfijaj Oct 2025

Project Cycle Management In Ngos: Challenges And Best Practices, Laurita Morina, Kujtim Zylfijaj

UBT International Conference

Project Cycle Management (PCM) in non-governmental organizations (NGOs) is a complex process often accompanied by challenges such as insufficient funding, limited human resources, and difficulties in measuring project impact. The aim of this study is to examine the most common obstacles faced by NGOs in managing projects and to identify effective practices that contribute to better outcomes. The research employed a qualitative approach, with data collected through a semi-structured questionnaire distributed to seven NGOs operating in Kosovo. The questionnaire primarily included open-ended questions designed to capture insights into the main phases of the project cycle: identification, planning, implementation, monitoring, and …

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The Impact Of Transformational Leadership On Employee Performance, Rubjana Zguro, Kujtim Zylfijaj Oct 2025

The Impact Of Transformational Leadership On Employee Performance, Rubjana Zguro, Kujtim Zylfijaj

UBT International Conference

Transformational leadership is one of the most influential leadership models, directly affecting employee motivation, engagement, and performance, and playing a key role in organizational success. This study examines its impact in Kosovo and Albania, focusing on its application across both public and private sectors. Drawing on the four core dimensions of transformational leadership-idealized influence, inspirational motivation, intellectual stimulation, and individualized consideration-the research investigates their relationship with employee outcomes such as job satisfaction, productivity, and organizational commitment. The study employs a quantitative approach, using a Likert-scale questionnaire administered to employees in various organizations. Statistical methods, including correlation and regression analysis, were …

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The Impact Of Stress Factors On Employee Performance, Blerina Gerbeshi, Kujtim Zylfijaj Oct 2025

The Impact Of Stress Factors On Employee Performance, Blerina Gerbeshi, Kujtim Zylfijaj

UBT International Conference

This study provides empirical insights into the relationship between stress factors and employee performance, contributing to the development of effective stress management strategies and human resource policies. The main objective is to analyze and evaluate the impact of stressors on employee performance across different work sectors. A quantitative research method was employed using a structured questionnaire distributed to 122 randomly selected participants from both public and private sectors. Data were collected online via Google Forms, ensuring anonymity and confidentiality, and analyzed using SPSS software. The findings indicate that the correlations between work-related stress factors and employee performance, as well as …

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Advancing Green Finance For Sustainable Development In Kosovo: Lessons And Regional Perspectives, Florida Beqiri, Shpresa Alija, Liridona Seferi, Driton Asani Oct 2025

Advancing Green Finance For Sustainable Development In Kosovo: Lessons And Regional Perspectives, Florida Beqiri, Shpresa Alija, Liridona Seferi, Driton Asani

UBT International Conference

Green finance is emerging as a key driver for sustainable development worldwide. This study examines its potential to accelerate Kosovo’s transition to a low-carbon, resilient economy. Drawing on international literature, illustrative case studies, and a 71% response survey from ministries, the EBRD, and commercial banks, the research identifies promising opportunities in renewable energy, energy efficiency, and circular economy initiatives. At the same time, institutional and regulatory barriers are highlighted, emphasizing the need for stronger governance, technical capacity, and cross-sector collaboration. Beyond national insights, the study extracts lessons relevant for neighboring countries, providing actionable guidance for policymakers and financial institutions aiming …

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Leadership And Organizational Culture As Catalysts Of Innovation And Business Sustainability, Fisnik Ferizi, Kujtim Zylfijaj Oct 2025

Leadership And Organizational Culture As Catalysts Of Innovation And Business Sustainability, Fisnik Ferizi, Kujtim Zylfijaj

UBT International Conference

This paper examines how leadership and organizational culture jointly stimulate innovation and promote business sustainability, focusing on enterprises in Kosovo. Adopting a qualitative methodology, data were gathered from twelve firms across diverse sectors through open-ended questionnaires and analyzed thematically. The study identifies three dominant dimensions: leadership-driven innovation for efficiency and transformation, culture-based creativity and learning, and innovation as a collective pathway to sustainable growth. Findings demonstrate that transformational and inclusive leadership encourages experimentation, collaboration, and psychological safety, while innovation-oriented cultures reinforce adaptability and resilience. Furthermore, open innovation through partnerships with universities and external stakeholders enhances knowledge exchange and sustainable outcomes. …

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