Year 2026, Issue 34
Date published20.4.2026
Table of content
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Elitsa Lazarova, Mariela Stoyanova, Nadezhda Veselinova, Yuliyan Gospodinov, Asen Bozhikov, Dimcho Shopov
APPROACHES AND MECHANISMS FOR IMPLEMENTING OPEN INNOVATION IN THE PUBLIC SECTOR IN BULGARIASummary: The application of the concept of open innovation in the public sector is a relatively new but rapidly developing field of research and practice. The public sector in Bulgaria continues to exhibit low innovation activity and limited... The application of the concept of open innovation in the public sector is a relatively new but rapidly developing field of research and practice. The public sector in Bulgaria continues to exhibit low innovation activity and limited adaptability to change, despite the growing importance of open innovation. In this regard, the main goal of the study is to explore the approaches and mechanisms for implementing open innovation in the public sector in Bulgaria based on theoretical analysis and empirical research on public sector attitudes toward interaction with stakeholders. The following tasks have been set: 1. Analysis of the theoretical framework for open innovation and models for its implementation in the public sector; 2. Examination of interactions between the public sector, citizens, businesses, and among public sector entities; 3. Development of a model for implementing open innovation in the public sector in Bulgaria. The research thesis is based on the assertion that the implementation of open innovation, with a focus on users of public services in public sector organisations, would have a beneficial impact on their performance, especially in cases where additional expertise, knowledge, and skills are needed beyond the capacity of the organisation. The results of the study are: 1. the factors for the emergence of open innovation are analysed; 2. different models for the implementation of open innovation in the public sector are examined; 3. the external and internal interactions of the public sector in the creation of open innovation are explored, and appropriate steps for their adoption and expansion are proposed; 4. a model for the implementation of open innovation in the public sector in Bulgaria is developed. -
Lyubcho Varamezov, Simeonka Petrova, Lyubomira Todorova, Yavor Stanev, Lyubomir Nikolov, Melinda Petkova
PRODUCT INNOVATION AND SUSTAINABLE DEVELOPMENT OF EUROPEAN SMALL AND MEDIUM-SIZED ENTERPRISES IN THE INDUSTRY SECTORSummary: Product innovations of European small and medium-sized enterprises (SMEs) in the industrial sector are one of the key instruments of sustainable economic development. The aim of the study is, based on the interpretation of... Product innovations of European small and medium-sized enterprises (SMEs) in the industrial sector are one of the key instruments of sustainable economic development. The aim of the study is, based on the interpretation of theoretical views, to develop and validate a model for studying the relationship between product innovations and the sustainable development of the business activity of SMEs in the industrial sector of the European Union countries and on this basis to formulate conclusions and generalizations. To achieve the goal, research tasks have been defined: study of the nature of product innovations and their contribution to the sustainable development of SMEs; development of a Model for studying the relationship between product innovations and the sustainable development of the business activity of European SMEs in the industrial sector; validation of the proposed model; formulation of more significant conclusions and generalizations. The research thesis defended in the paper is that there is a natural relationship between the introduced product innovations and the sustainable development of the business activities of European SMEs in the industrial sector, explaining to a certain extent part of the emerging similarities and differences between the highlighted enterprises. The proposed study is based on collected data, published by Eurostat for the period 2012-2022. The processing of empirical data is carried out using the IBM SPSS Statistics software product and the Excel program. The methods of descriptive and comparative analysis, linear regression and correlation methods, as well as synthesis and generalization are used. The research utility of the obtained results is in deriving more important regularities in the product innovation and sustainable development of the business activity of European industrial enterprises of small and medium size. -
Radosveta Krysteva Hristova, Diana Papradanova
INTEGRATED REPORTING AS AN INFRASTRUCTURE FOR SUSTAINABLE MANAGEMENT: LESSONS FROM BULGARIAN PRACTICE (2020–2025)Summary: The study aims to assess the maturity of integrated reporting in Bulgarian enterprises during the period 2020–2025 and to examine the extent to which it functions as an infrastructure for sustainable corporate management. The main... The study aims to assess the maturity of integrated reporting in Bulgarian enterprises during the period 2020–2025 and to examine the extent to which it functions as an infrastructure for sustainable corporate management. The main research tasks include: formulating a conceptual framework of integrated thinking, the six capitals and double materiality; outlining the regulatory environment (CSRD, ESRS) and the role of external assurance; developing and applying a Maturity Index for Integrated Reporting (IRMI); implementing it on a representative sample of Bulgarian companies; and analysing sectoral differences, limitations and emerging trends. The thesis of the study is that integrated reporting in Bulgaria is gradually transforming from a tool for regulatory compliance into a key management system that integrates data, processes and strategic decision-making, supports access to capital, and enhances corporate sustainability. The results demonstrate significant progress among large enterprises in industry, energy and telecommunications, while the pharmaceutical sector and SMEs remain at an early stage. IRMI reveals high maturity levels in reporting format and climate-related indicators, but low maturity regarding Scope 3, social topics, stakeholder engagement and the integration of ESG information into management and investment processes. Based on these findings, the study proposes an analytical framework for the staged development of integrated reporting – from diagnosis and materiality assessment to digital structuring of data, strategic integration and the provision of external assurance. -
Evgeni Yashkov Ovchinnikov, Atanaska Reshetkova
THE PROTEIN TRANSITION IN BULGARIA: CONCEPTUAL FOUNDATIONS AND EMPIRICAL DIMENSIONS IN THE CONTEXT OF SUSTAINABLE FOOD SYSTEMSSummary: Thå study examines the transformation of food systems in the context of sustainability, with a specific focus on the protein transition as a key mechanism linking the environmental, economic, and social dimensions of sustainable... Thå study examines the transformation of food systems in the context of sustainability, with a specific focus on the protein transition as a key mechanism linking the environmental, economic, and social dimensions of sustainable diets. Its main objective is to analyse the conceptual and empirical aspects of the protein transition in Bulgaria and to assess the extent to which the country aligns with the European Union’s sustainable food policies. To achieve this objective, the study sets out to outline the theoretical frameworks of sustainable diets and the protein transition, to analyse the role of meat within sustainable food systems, to compare the dynamics and structure of protein supply in Bulgaria with average EU levels, and to identify the factors that hinder the acceleration of the protein transition in the national context. The authors support the thesis that Bulgaria’s progress in the protein transition remains limited and incomplete, due to persistent structural differences in the protein balance and a combination of socio-cultural and economic factors that impede convergence with mainstream European models of sustainable dietary practices. The theoretical section presents the systemic framework of sustainable food systems, while the empirical analysis draws on FAOSTAT data for the period 1961–2023, comparing protein availability in Bulgaria and the EU. The results indicate that Bulgaria is in an early stage of the protein transition, characterised by lower overall protein availability and a persistent imbalance between animal and plant protein sources. The study concludes that effective progress towards sustainability requires context-sensitive policies that combine awareness campaigns, improved accessibility of plant-based products, and the integration of sustainability principles into local food culture. -
Todor Krystevich
FRAMEWORK FOR PREDICTIVE AND CAUSAL MODELING OF MULTI-TOUCH ATTRIBUTION IN A DIGITAL ENVIRONMENTKeywords: multi-touch attribution, causal inference, customer journey analysis, predictive modeling, marketing optimizationSummary: In the increasingly complex ecosystem of digital marketing, determining the incremental contribution of different marketing channels to consumer conversion remains a fundamentally unresolved challenge. The subject of this study is... In the increasingly complex ecosystem of digital marketing, determining the incremental contribution of different marketing channels to consumer conversion remains a fundamentally unresolved challenge. The subject of this study is the process of multi-touch attribution in a digital environment, and its object is the predictive and causal approach to assessing the contribution of channels. The main goal is to develop a comprehensive framework for multi-touch attribution that integrates probabilistic modeling (Markov chains), machine learning (XGBoost), and causal methods (Shapley values, counterfactual analysis) to provide a more accurate and interpretable assessment of channel influence. As part of the study, a hybrid model system was built and tested on real user journey data, and its effectiveness was compared to that of traditional heuristic models. The results show significant differences from heuristic approaches and highlight the superior predictive accuracy of machine learning-based methods (overall accuracy = 0.984; AUC = 0.846), while the application of explainable AI techniques increases the transparency of attribution. Theoretically, the study combines causal models, reinforcement learning, and interpretability in attribution modeling, linking econometric theory with data analysis, and in management terms, it offers a reproducible framework for resource optimization and data-driven decision-making. -
Simeonka Petrova, Petranka Midova, Ivan Marinov, Zoya Ivanova, Tsvetelina Kabakchieva, Elena Valerieva Valcheva, Vesselin Vassilev, Yoan Tomov, Yordan Stefanov, Preslav Georgiev
IMPACT OF DIGITAL TRANSFORMATION OF TRADE ON CONSUMER BEHAVIOR PATTERNS: AN EMPIRICAL STUDY OF ONLINE PURCHASES OF BULGARIAN CONSUMERSKeywords: digital transformation of trade, consumer behavior patterns, online purchase, Bulgarian consumersSummary: Digital transformation redefines imperatives of commerce. Models the next evo-lutionary level of commercial business and new interaction with consumers. The aim of the study is, through theoretical interpretation of conceptual... Digital transformation redefines imperatives of commerce. Models the next evo-lutionary level of commercial business and new interaction with consumers. The aim of the study is, through theoretical interpretation of conceptual statements, to empirically test a developed methodological framework for studying the impact of the digital transformation of commerce on consumer behavior patterns in online purchasing and, based on the results obtained, to formulate more significant conclusions and generalizations. The realization of the goal is reduced to related tasks. The necessary empirical data were collected during the months of June - July 2025. The respondents of the study are 154 Bulgarian consumers who use the Internet to make online purchases of goods or services. The multifaceted nature of the research issue requires a specific analytical focus on consumer behavior patterns when purchasing items from the clothing product group online. The conducted study used the methods of descriptive analysis, chi-square analysis (Chi-square Test), the t-test method, Shapiro-Wilk Test (Shapiro-Wilk Test), the method of linear regression and correlation. The theoretical and practical usefulness of the obtained results is in better assessing the emerging variations in the behavior patterns of Bulgarian consumers when purchasing online, including clothing, in a digital environment.