Digitalization Through Innovation Strategies in the Western Balkans
Digitalization Through Innovation Strategies in the Western Balkans

Author(s): Brikene Dionizi, Donika Kercini, Nertila Ljarja
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Summary/Abstract: This paper explores the integral role of innovation and digitalization in driving economic growth and enhancing the competitive landscape for businesses in the Western Balkans (WBs). By analyzing comprehensive data from the Balkan Barometer, this study identifies the current state of digital adoption, the barriers to further digitalization, and the effectiveness of regional digital policies. The paper categorizes the types of innovation, each contributing uniquely to organizational strategies and processes. Additionally, it discusses the transformative impact of digital technologies, highlighting their role in process and product innovation. Special attention is given to the challenges faced by businesses in the WBs. The findings suggest that while digital technologies offer significant opportunities for innovation and competitive advantage, substantial obstacles hinder their full utilization.

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