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  THE ROLE OF INTERPERSONAL RELATIONS IN THE MANAGEMENT OF INTERNATIONAL BUSINESS ORGANIZATIONS

  In the conditions of the contemporary global economy, the market resilience of international business organizations no longer depends solely on technological advancement or fiscal optimization. The principal strategic asset is increasingly embodied in social capital and the ability to build sustainable interpersonal relations.The effective ... In the conditions of the contemporary global economy, the market resilience of international business organizations no longer depends solely on technological advancement or fiscal optimization. The principal strategic asset is increasingly embodied in social capital and the ability to build sustainable interpersonal relations.The effective management of such organizations requires precise navigation within a complex network of interactions that extend beyond formal hierarchies and are shaped by the level of cultural intelligence, mutual trust, and flexible communication approaches. The present study aims to analyze the significance of interpersonal relations within the managerial architecture of the international business organization, arguing that they constitute a critical factor in achieving high organizational effectiveness. The object of the study is interpersonal relations, examined as a leading category in management science and their direct impact on the success of global business processes. The subject of the study focuses on the specific manifestations and psychological patterns of interpersonal relations, the mechanisms through which they influence managerial decision-making, and their role in fostering trust and cooperation within a multicultural business environment.

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  AI-DRIVEN E-BUSINESS: THE FUTURE OF CUSTOMER PERSONALIZATION

  Contemporary consumers have high expectations regarding the speed, convenience, and personalized solutions of online shopping, which requires the implementation of advanced technologies for analysing consumer behavior, preferences, and accumulated data. In this context, artificial intelligence provides opportunities for dynamic customer profiling, ... Contemporary consumers have high expectations regarding the speed, convenience, and personalized solutions of online shopping, which requires the implementation of advanced technologies for analysing consumer behavior, preferences, and accumulated data. In this context, artificial intelligence provides opportunities for dynamic customer profiling, predicting future needs, and offering personalized products and services. The implementation of intelligent systems in e-commerce provides significant benefits, including higher conversion rates, increased sales volumes, and marketing strategies optimization. Personalization not only enhances customer loyalty and strengthens trust in brands but also reduces customer churn and encourages repeat purchases. From retailers� point of view, artificial intelligence integration contributes to more efficient product portfolio and inventory management, while simultaneously helping to reduce operating costs. Global e-commerce leaders, such as Amazon, Alibaba, eBay, Rakuten, and Shopee, already employ a wide range of artificial intelligencebased solutions to enhance customer experience and strengthen their competitive positions on the market.

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  ANALYSIS OF THE APPLICATION OF ENTERPRISE INFORMATION SYSTEMS FOR SUPPLY CHAIN MANAGEMENT IN TRADE IN BULGARIA

  This paper examines the nature, specific relationships, and interdependencies between Supply Chain Management (SCM) in trade and Enterprise Information Systems (EIS). The main objective is to investigate the current state and trends in the adoption of EIS for SCM in trading enterprises in Bulgaria and, on this basis, to identify the major ... This paper examines the nature, specific relationships, and interdependencies between Supply Chain Management (SCM) in trade and Enterprise Information Systems (EIS). The main objective is to investigate the current state and trends in the adoption of EIS for SCM in trading enterprises in Bulgaria and, on this basis, to identify the major influencing factors. Particular emphasis is placed on the application of Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems. The study is based on publicly available data from the National Statistical Institute (NSI) and the findings of a questionnaire survey. The research thesis is that enterprise size has a significant influence on the choice of EIS. To examine the relationship between the number of employees and the implementation of ERP systems, one-way analysis of variance, the chi-square test, and regression analysis were employed. The research findings indicate a high level of Internet access among enterprises, relative stability in the implementation of ERP systems, and a decline in the use of CRM solutions.