Business Management

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  LINKING CAREER EXPECTATIONS AND INTERNAL MARKETING: INSIGHTS FROM HIGHLY SKILLED PROFESSIONALS

  This study examines how highly skilled employees in finance and IT sectors perceive the importance and fulfilment of career-related internal marketing (IM) practices in knowledge-intensive organisations. A quantitative cross-sectional study was conducted using the “employee-as-customer” framework. Non-parametric statistical methods were applied ... This study examines how highly skilled employees in finance and IT sectors perceive the importance and fulfilment of career-related internal marketing (IM) practices in knowledge-intensive organisations. A quantitative cross-sectional study was conducted using the “employee-as-customer” framework. Non-parametric statistical methods were applied to assess perceived importance and fulfilment of IM practices and to compare differences across employee groups by gender, age, tenure, organisational size, and work arrangement. The findings reveal a pronounced misalignment between employee expectations and organisational practices. Supportive leadership, a positive work atmosphere, work–life balance, transparent HR processes, and employment security are rated as most important, yet show the largest fulfilment gaps. Intrinsic and learning-oriented career aspects are valued more highly than traditional promotion pathways. Subgroup analyses indicate that women emphasise flexible career options and perceive lower leadership support; younger employees seek both career advancement and job security; fully on-site employees report lower fulfilment than hybrid or remote workers; and larger organisations demonstrate higher overall fulfilment. The study advances internal marketing theory by linking career expectation fulfilment to organisational attractiveness and employee retention and provides practical insights for tailoring IM strategies to diverse employee groups in knowledge-intensive contexts.

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  THE ANTIDISSIPATIVE APPROACH TO OPTIMISING THE COSTS OF HOTEL BUSINESSES

  The costs incurred by hotel businesses are a key metric that, by influencing financial stability and revenue forecasting, determines the effectiveness of the revenue management system. The article states that the objectivity of costs arises from the objectivity of the factors that determine them. The issue of cost optimization involves a range of ... The costs incurred by hotel businesses are a key metric that, by influencing financial stability and revenue forecasting, determines the effectiveness of the revenue management system. The article states that the objectivity of costs arises from the objectivity of the factors that determine them. The issue of cost optimization involves a range of contradictions inherent in economic processes, which are clearly evident in the contradictions between limited resources and needs, as well as between the goal of maximizing revenue and the efficiency of business processes. Therefore, when determining scientific approaches to optimizing the costs of hotel businesses, it is advisable to rely on a methodology that enables the preventive identification of the prerequisites for cost dissipation at all stages of the hotel product production chain. Based on the results of the analysis of the state and trends of key performance indicators of hotel businesses, it has been established that: during periods of declining demand, it is natural for sales volumes to decrease and fixed costs to decrease, but at the same time, variable costs increase; crisis phenomena have negatively affected the profitability of hotel businesses, and the need to find ways to manage costs aimed at their optimisation, especially in turbulent internal and external conditions, is relevant from the perspective of the concept of revenue management. The principles of cost management have been defined, serving as fundamental rules that provide the basis for decision-making on cost optimization. The principles of cost optimization ensure objectivity, consistency, and reproducibility. The article analyzes the principles governing management decisions on cost optimization and has been ranked under the study's basic concept, "anti-dissipative approach". Therefore, the study of cost optimization principles has been deepened through methods that implement them in specific situations. At the same time, it has been proven that the expediency of applying an anti-dissipative approach lies in optimizing costs to prevent their dispersion at all stages of the production chain, focusing on enterprises with a hotel business in Ukraine.

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  CRITICAL FACTORS OF CAREER PERSPECTIVE AND CAREER MANAGEMENT IN HIGHER EDUCATION: A MULTI-CRITERIA SWARA APPROACH

  This research was undertaken to investigate the criteria that motivate individuals to progress in their careers. To accomplish this, research was conducted with employees from the University of Zadar. The study aimed to identify the criteria that affect career advancement within the context of a higher education institution. A total of 15 ... This research was undertaken to investigate the criteria that motivate individuals to progress in their careers. To accomplish this, research was conducted with employees from the University of Zadar. The study aimed to identify the criteria that affect career advancement within the context of a higher education institution. A total of 15 employees participated, evaluating 15 specific factors to determine the primary elements that promote career progression, using a rating scale from 1 to 10. The significance of these factors was assessed through the SWARA (Step-wise Weight Assessment Ratio Analysis) method. The findings of this study indicated that motivation and persistence are crucial elements in networking and professional relationships, while expertise and skills also contribute significantly. Nevertheless, a unique aspect of advancement in higher education is that work experience does not significantly enhance employee motivation. The research advances the thesis that motivation and professional networking are the dominant factors in academic career progression. This research offers insights into the factors that affect career development for employees within higher education institutions.