Digitalization Through Innovation Strategies in the Western Balkans

Brikene Dionizi – University of Shkoder “Luigj Gurakuqi”, Economic Faculty, 4001, Shkoder, Albania

Donika Kërçini – Agricultural University of Tirana, Faculty of Economics and Agribusiness, 4000, Tirana, Albania

Nertila Ljarja – University of Shkoder “Luigj Gurakuqi”, Faculty of Social Sciences, 4001, Shkoder, Albania

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.

8th International Scientific Conference – EMAN 2024 – Economics and Management: How to Cope With Disrupted Times, Rome, Italy, March 21, 2024, CONFERENCE PROCEEDINGS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-83-7, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.2024

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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