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Individual Differences in Language Education: An International Journal 

Feedback Research in Second Language 

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Women&rsquo;s entrepreneurship is a critical driver of inclusive growth and innovation, yet women in the Western Balkans continue to face persistent socio-economic, institutional, and digital barriers. This study examines the key determinants shaping women&rsquo;s entrepreneurial participation in the region through a comparative analysis of secondary data from the World Bank, EBRD, Eurostat, and OECD. Guided by the Entrepreneurial Intentions Theory and the Resource-Based View, the findings reveal substantial gaps in financial inclusion, digital competencies, and institutional support that constrain women&rsquo;s ability to start and scale businesses. While Albania and Serbia exhibit relatively higher levels of female entrepreneurial engagement, countries such as Bosnia and Herzegovina, Kosovo, and North Macedonia face pronounced digital divides and institutional inefficiencies. The paper concludes with policy recommendations aimed at expanding women&rsquo;s access to finance, strengthening digital-skills development, and promoting gender-responsive institutional frameworks to build a more inclusive and resilient entrepreneurial ecosystem in the Western Balkans.

mbrq.2025.36.04.pdf

Original Research 

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Women’s Entrepreneurship in the Western Balkans: Institutional Barriers, Digital Transformation, and Pathways to Inclusive Growth

<span style="font-size: 9.0pt; line-height: 115%; font-family: 'Times New Roman',serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: FA; mso-bidi-font-weight: bold;">In the rapidly developing digital transformation landscape, small and medium companies in North Macedonia face the challenges and opportunities created by new technologies. This study explores the multifaceted impact of these technologies on the digital transformation journey of SMEs in RNM. Using a qualitative research approach, data were collected through surveys from a diverse range of small and medium companies across different sectors. The results of the research show that companies in North Macedonia have considered the benefits of digital marketing and digital communication, and a modest statistical increase is observed in the relevant tools such as web communication, digital sales of products/services (e-commerce), sponsored advertising and other forms of digital marketing. However, in addition to the positive trend of digital transformation of companies, we are still at the beginning of adaptation. More and more small companies are expected to progress in the digitalization process. This study underscores the importance of continued support and investment in digital infrastructure and education to facilitate the ongoing digital transformation of SMEs in North Macedonia. By addressing the current challenges and harnessing the opportunities presented by emerging technologies, these companies can achieve sustainable growth and contribute to the broader digital economy in the region.

mbrq.2024.31.02.pdf

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The Impact of Emerging Technologies on Digital Transformation in Small and Medium Enterprises 

This research paper investigates the impact of digital marketing on the performance of Small and Medium-sized Enterprises (SMEs) in North Macedonia. Digital marketing has emerged as a powerful tool for businesses to reach their target audience, enhance brand awareness, and increase sales revenue. However, the extent to which SMEs in North Macedonia have embraced digital marketing and the specific impact it has on their performance remains underexplored. Through a comprehensive literature review and empirical analysis, this study aims to shed light on the relationship between digital marketing strategies and SME performance indicators. The research methodology involves collecting data from a diverse sample of SMEs, analyzing the influence of digital marketing on outcomes such as sales revenue, customer acquisition, brand awareness, and so on. The findings of this study reveal that SMEs in North Macedonia are increasingly utilizing digital marketing strategies, with social media marketing and email marketing being the most used channels. Moreover, digital marketing is found to have a significant positive impact on SME performance, particularly in terms of increasing sales revenue and enhancing customer engagement. Overall, this research paper underscores the importance of digital marketing as a strategic tool for SMEs and provides valuable insights into the relationship between digital marketing initiatives and SME performance. It offers a foundation for future research in this area and emphasizes the need for continuous adaptation and innovation in the ever-evolving digital landscape.

mbr.2024.11.01.01.pdf

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Issue

The Impact of Digital Marketing on the Performance of Small and Medium–Sized Enterprises in North Macedonia