In today’s volatile business environment, the Blue Ocean Strategy (BOS) has proved as a prominent framework for creating an uncontested market space for achieving sustainable growth. Applying this strategy also achieves a new way of adding value for consumers, clients, stakeholders, and consequently, the local community. This paper exam...

By Tatjana Mamula Nikolić, Svetlana Kralj, Mirjana Milovanović

 The leaders of the new generation include Generation Y (1980-1995) and Generation Z (1996 – 2010) as the biggest working force today. Methods: two qualitative and two ethnographic research were conducted (2015 and 2021) with a group of 30 leaders of Generation Y and 30 leaders of Generation Z. The leaders were representatives of compani...

By Tatjana Mamula Nikolić