FUNCTIONING OF FAMILY BUSINESSES IN THE CONSTRUCT OF THE GREEN AGENDA FOR THE WESTERN BALKANS AND THE IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE

Green agenda of the European union, family business and artifical intelligence – political and social aspects : thematic journal of papers. Book 1 (2025) (knjiga 1, 39-64. str.) 

 

AUTOR(I) / AUTHOR(S): Slobodan Nešković 

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DOI: 10.46793/87143.26.5.039N

SAŽETAK / ABSTRACT:

Family businesses represent an afirmative paradigm of business organization in a postmodern environment, exposed to complex conditions of functioning on the domestic and international markets. The current model of engagement of entities in business faces a number of security, environmental, economic, technological and other challenges. This paper explores the political, economic and environmental aspects of modern society, as an influential component for the functioning of companies in current conditions. Limited resources and present institutional challenges initiate the conceptualization of the strategy for the conservation of natural resources, through the implementation of the concept of sustainable development and cooperation at the global and regional level. Postmodern trends affect the intensification of economic activities, urbanization and dosed exploitation of natural resources, which implies an innovative approach with the use of modern technologies. Consequently, our work pays attention to the application of artificial intelligence (AI) in the field of environmental safety through pollution monitoring, optimization of energy consumption, protection of biodiversity and modeling of climate solutions. The demand for the responsible use of AI technologies in the business of family businesses is emphasized, as they also have significant carbon repercussions. We note that sustainable and ethically based artificial intelligence, embodied in digital transformation, can afirm environmental preservation and improvement projects. This emphasizes the planned, i.e. permanently coordinated action of state institutions, company management and the academic community.

KLJUČNE REČI / KEYWORDS:

family businesses, politics, economy, ecology, globalization, Green Agenda, artificial intelligence, European Union, Western Balkans

PROJEKAT / ACKNOWLEDGEMENT:

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