Business Management

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  COMMERCIAL SECRET MANAGEMENT IN TERMS OF SHADOW DIGITAL ECONOMY

  The article explores trade secret protection management in the context of the shadow digital economy (SDE). The study aims to identify threats to trade secrets associated with SDE and propose effective protection methods. It emphasizes that the economic value of trade secrets lies in their confidentiality, making them vulnerable to data leaks, ... The article explores trade secret protection management in the context of the shadow digital economy (SDE). The study aims to identify threats to trade secrets associated with SDE and propose effective protection methods. It emphasizes that the economic value of trade secrets lies in their confidentiality, making them vulnerable to data leaks, cyberattacks, and other risks, particularly in the digital environment. The authors examine the nature of trade secret in terms of SDE spread. The paper presents methods of trade secret protection, including documentary, economic-organizational, and information-analytical types. Special attention is paid to the combined use of patent protection and encryption techniques. The study concludes with key findings, highlighting the need for enhanced cybersecurity, international cooperation to combat cyber espionage, and improved organizational measures. This work significantly contributes to the understanding of commercial secret management and offers valuable recommendations for businesses operating in the digital economy.

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  APPLICATION OF MACHINE LEARNING ALGORITHMS IN PREDICTING CUSTOMER LOYALTY TOWARDS GROCERY RETAILERS

  Retailers strive for customer loyalty in the sense of repeat purchases, but also as a high proportion of purchases (compared to competitors) and willingness to recommend to other customers. This paper examines customer loyalty in the grocery sector as a three-dimensional construct and shows how machine learning techniques can be useful in its ... Retailers strive for customer loyalty in the sense of repeat purchases, but also as a high proportion of purchases (compared to competitors) and willingness to recommend to other customers. This paper examines customer loyalty in the grocery sector as a three-dimensional construct and shows how machine learning techniques can be useful in its study. Price characteristics of the retailer (price level, value for money, price dynamics, price communication and price dispersion) and non-price characteristics of the retailer (general product range, retailer's private label product range, store design and atmosphere, service level and location) are included in the model as predictor variables. Using the data collected through the primary research conducted in Croatia, 433 samples were divided into 10 independent predictor variables and one dependent variable (customer loyalty), a prediction was created using supervised machine learning classification algorithms. The Random Forest classifier proves to be the best choice overall, with ROC_AUC value of 0.790, a high accuracy of 0.915 and an F1 score of 0.954, reflecting both precision and responsiveness. The application of the SHapley Additive exPlanations analysis additionally enables the interpretation of the results, highlighting the influence of features on the accuracy of the prediction. The results indicate that price dynamics and service level are the most important features for the model predictions, followed by value for money and price communication.

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  CORPORATE SOCIAL RESPONSIBILITY ASPECTS WITHIN THE PUBLICISED CORPORATE CULTURE OF BULGARIAN COMPANIES

  In recent years, the notion that business has a broad responsibility to society as a whole has gained significant momentum and is reflected in various academic theories, business practices and regulations. The concept of corporate social responsibility (CSR) has been interwoven with various academic fields, including strategic management and ... In recent years, the notion that business has a broad responsibility to society as a whole has gained significant momentum and is reflected in various academic theories, business practices and regulations. The concept of corporate social responsibility (CSR) has been interwoven with various academic fields, including strategic management and corporate culture. In order to establish a reputation as a socially responsible business entity, it is necessary for companies to adequately disclose CSR activities and events in the virtual space. The aim of this paper is, therefore, to examine the scope of CSR disclosure on the Internet by organisations from different sectors of the Bulgarian economy and its role in the portfolio of publicised corporate culture. The research methods used to achieve this aim include establishing relative values, comparative analysis and content analysis. The findings of the study demonstrate that there is an ambiguous attitude towards CSR in the companies surveyed, as in certain sectors it has a high degree of disclosure and is leading in rank, while in others it is present on the web pages of a small number of companies and has a rather peripheral role among the other elements in the portfolio of publicised corporate culture. To improve the communication effectiveness of the CSR component within the publicised corporate culture, it is essential that the information, initiatives, and priorities disclosed on the company web page are relevant and consistent with the fundamental aspects of the culture, specifically the mission, vision and values/principles.