UBT Becomes the Epicenter of Innovative Ideas in Economics, Management, and Technology

25/10/2025

Researchers, experts, and professionals from around the world participated in the International Conference on Management, Business, and Economics at UBT, which focused on the latest developments in economics, management, technology, and innovation.

Participants shared studies and analyses on the impact of artificial intelligence, digitalization, sustainable environmental practices, regulatory reforms, and developments in marketing, tourism, and finance.

The conference provided a unique opportunity for exchanging ideas, improving professional practices, and fostering international collaborations — highlighting the importance of innovation and technology in the economic and educational develop

Session I A

Chair: Muhamet Gërvalla

Co-Chair: Sema Kazazi

Do Environmental Practices Enhance Productivity? A Micro Level Analysis of Emerging Economies – Arta Mulliqi
The Impact of Regulatory Reform on Microfinance Performance and Protection in Kosovo – Shpresim Vranovci
Motivational Policies of Private and Public Enterprises and Their Impact on Workers’ Migration – Engelbert Zefaj
The Economic Impact of University–Industry Collaboration: The Case of Albania – Klaudja Guga, Ilira Pulaj
The Impact of Circular Economy on the Development of Firms in Kosovo – Riona Bajrami
Advancing Green Finance for Sustainable Development in Kosovo: Lessons and Regional Perspectives – Florida Beqiri, Shpresa Alija, Liridona Seferi, Driton Asani
Review of Implementing Energy Efficiency in Buildings at Global and European Level – Mimoza Fejzullahu, Jehona Hoxha, Fuat Pallaska, Visar Hoxha

Session II – Management and Public Administration

Chair: Ermal Lubishtani

Co-Chair: Ardian Uka

Innovation and Technological Change Management in the AI Era – Ermira Shehu, Osman Sejfijaj
Impact of the COVID-19 Pandemic on Public Procurement and Market Prices – Rezelina Uka
Employee Perceptions of the Work Environment in Kosovo’s Public Administration – Nazmi Zeqiri, Fisnik Bytyqi
Employment and the Impact of Nepotism in Human Resources – Arsim Gjinovci, Dren Gjinovci
The Role of External Audit in Improving the Quality of Financial Statements and Financial Sustainability of LLCs in Kosovo – Dafina Abdullahu
BIOAQUA COST Action: Biomolecular Pathways to Sustainable Aquaculture – Besa Shahini
The Role of Organizational Culture and Management Strategies in Sales Employee Performance – Dorjana Feimi
The Impact of Stress Factors on Employee Performance – Blerina Gerbeshi, Kujtim Zylfijaj

Session II B

Chair: Gonxhe Beqiri

Co-Chair: Fisnik Bytyqi

Estimating Informal Economic Activity through Import-Income Gaps: A Structural Approach Applied to Kosovo and Albania – Filloreta Brahimi
Impact and Prospects of ICT as a Source of Economic Growth in the Information Age – Blerim Morina
Integrating Fuzzy Graphs for Enhanced Real Estate Investment Decision-Making – Visar Hoxha
Public Debt Management in North Macedonia: Challenges and Opportunities in the Context of EU Accession – Sani Saidi
Comparative Analysis of Inflation Rate in the Western Balkans – Marigonë Plakaj Vërbovci, Atdhetar Gara
The Application Challenges and Impact of Lean Management Principles in Public and Private Sectors in Developing Countries – Mirinda Jashanica Gashi, Edmond Hajrizi, Ylber Limani
System Models in Family Businesses and Measuring Trust Through a Sustainable Family Business Model: An Application on Family Businesses in Tirana – Oltjan Hamza
Relationship Between Inflation, Economic Growth and Unemployment: Empirical Analysis for Balkan Countries – Getoar Lubeniqi

Session III A – Marketing and Digitalization

Chair: Arta Mulliqi

Co-Chair: Kujtim Zylfijaj

Online Second-Hand Shopping Motivations According to Consumer Age Groups: An Empirical Evaluation – Meryem Koca, Gülay Keskin, Afërina Skeja
The Impact of Digital Advertising on Consumer Awareness of New Products – Gonxhe Beqiri, Riona Rushiti
Digitalization and International Marketing: How E-Commerce is Reshaping Global Trade – Mohammad Esa Isar
The Impact of AI-Generated Personalized Advertising on Consumer Trust, Privacy Violation Perceptions, and Purchase Intensity – Rajan Arapi, Ajsel Xheladini
The Impact of Innovation on Regional Economic Development in Kosovo – Mirjeta Domniku, Arta Jahiu
The Role of Strategic Marketing in Increasing the Competitiveness of Kosovar Businesses in the Regional Market – Hamëz Rama
Modeling Consumer Behavioral Dimensions in Multicultural Societies: Out-group and In-group Dynamics – Irfan Ishaq, Rana Muhammad Ayyub
The Impact of Marketing and Campaigns of the “Golden Eagle” Energy Drink on Consumer Choice and the Application of Machine Learning for Market Segmentation and Consumer Behavior Prediction – Albrim Badallaj

Session III B – Tourism and Finance

Chair: Shpresim Vranovci

Co-Chair: Engelbert Zefaj

Smart Tourism Cities – Arta Kadriu
The Importance of Green Hotels in the Hospitality Industry: Best Practices – Aseda Banushaj, Doriana Matraku (Dervishi)
An Analysis of Economic Growth and Happiness in the Western Balkans – Elirjeta Beka, Ermal Lubishtani
Accommodation and Hospitality Services in the Development of Tourism in Kosovo – Kushtrim Dreshaj, Fatmire Shala Dreshaj, Sali Krasniqi
The Impact of Transformational Leadership on Employee Performance – Rubjana Zguro, Kujtim Zylfijaj
Digital Technologies and Financial Innovations: Effect of AI and Blockchain – Ylber Limani, Mjellma Ejupi, Diellza Hajrizi
Strategic Priorities for Real Estate Investment in Prishtina: An Integrated DEMATEL and Quantum Spherical Fuzzy TOPSIS Approach – Visar Hoxha
Empirical Analysis of the Impact of FDI, Trade Openness and Human Capital on Economic Growth: The Case of the Western Balkans (WB6) – Ardian Uka, Erzana Uka

Session IV A – Artificial Intelligence and Financial Management

Chair: Ylber Limani

Co-Chair: Mirjeta Domniku

MACHINE LEARNING – Project Data Analysis: Linear, Multiple, and Logistic Regression. Diamond Price Prediction. Diamond Price Category Prediction – Ardian Uka, Teuta Shala
Interaction of Monetary Incentives, Feedback, and Recognition to Improve Performance of State Universities Lecturers: An Experimental Study – Fajar Gustiawaty Dewi, Rindu Rika Gamayuni, Liza Alvia, Eha Nugraha, Effriyanti
Investigating the Digital Technology Impact on Cyber-Security in the Financial Sector – Ylber Limani, Rrezarta Zukaj
Defending Your Brand from AI Misuse: A Practical Playbook Against Image/Video Deepfakes in the Age of Sora2 & WAN2 – Labinot Gashi
International Financial Management: Albania Exchange Rate Regimes – Ardian Uka
Engaging Communities in ESG Integration: Narratives and Practices for Sustainable Accounting in Financial Reporting – Ejona Duçi, Eda Tabaku
Review of the Evolution of the Role of Real Estate Brokers in the Global Market, Professionalism, and Post-Pandemic Changes (2020–2025) – Dea Gerdovci, Veli Lecaj, Jehona Hoxha, Visar Hoxha
Quantum-Enhanced Multi-Criteria Group Decision-Making for Real Estate Investment Prioritization in Prishtina – Visar Hoxha
Management Optimal Combination of Production Two Products – Shaqir Elezaj, Rame Elezaj

Session IV B – FinTech, Innovation, and Digital Transformation

Chair: Ermira Shehu

Co-Chair: Kestrim Avdimetaj

Adoption of Financial Technology (FinTech) in Businesses in Kosovo: Owners’ Readiness to Use Digital Payments – Rozafa Sahiti, Ermira Shehu
Leadership and Organizational Culture as Catalysts of Innovation and Business Sustainability – Fisnik Ferizi, Kujtim Zylfijaj
The Use of Artificial Intelligence in Business Managers’ Decision-Making Processes – Venet Shala, Demir Lima, Qamil Xhaferi
Project Cycle Management in NGOs: Challenges and Best Practices – Laurita Morina, Kujtim Zylfijaj
Navigating Global Rankings and Local Realities: Rethinking Quality Assurance in Pakistani Higher Education – Zohaib Hassan Sain
Forest Loss or Stability? A Binary Analysis of Land Cover in Ferizaj (1985–2025) – Pajtim Zariqi, Lena Halounova
Research on Improvement Mechanism of Financial Management to Service Capability of Kosovo Technological Small and Medium Enterprises – Driton Fetahu
Abusive Supervisors Make Me Quit: A Meta-Analytical Review – Ahmet Hakan Özkan
Review of Neural Network Models in Predicting Real Estate Prices at Global Level – Jehona Hoxha, Samina Spahi, Visar Hoxha, Fuat Pallaska
Digital Transformation: From Analog to AI – Arta Këpuska, Agon Kokaj
Leadership in the Era of Remote Work: Challenges and Strategies for Effective Management – Afërina Skeja