Međunarodna naučna konferencija Društveno – ekonomski razvoj i obrazovanje sa akcentom na Republiku Srbiju i Raški okrug, Knj. 3 (pp. 281-291)
АУТОР(И) / AUTHOR(S): Danijela Parojčić 
DOI: https://doi.org/10.46793/87143.27.2.281P
САЖЕТАК / ABSTRACT:
Green transformation is becoming a central element of contemporary business, requiring the alignment of sustainability, innovation, and crisis management through effective human resource management. A study conducted on a sample of 75 organizations showed that the successful implementation of green strategies depends on employee competencies, mutual trust, and readiness for continuous learning. The role of the HR function in developing green skills, motivating employees, and fostering a culture of innovation was particularly emphasized. The results indicate that an integrated approach to crisis management, organizational change, and human capital development enhances organizational resilience and competitiveness. A lack of institutional support for innovation and limited employee autonomy remain challenges in implementing sustainable changes. Sustainable HR practices, as part of a broader green transformation strategy, prove to be a key factor in the long-term stability and success of contemporary organizations.
КЉУЧНЕ РЕЧИ / KEYWORDS:
green transformation, human resources, crisis management, innovation, sustainability, organizational resilience
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