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  INNOVATION � A FACTOR FOR SUSTAINABILITY OF INTERNATIONAL COMPANIES

  In the modern conditions of economic globalization and increased competition, the role of innovation is increasing as a factor in increasing the competitiveness and sustainable development of business organizations. International companies, having the advantage of greater resources � financial, material and human � at their disposal, can implement ... In the modern conditions of economic globalization and increased competition, the role of innovation is increasing as a factor in increasing the competitiveness and sustainable development of business organizations. International companies, having the advantage of greater resources � financial, material and human � at their disposal, can implement different types of innovations � technological, product, marketing, organizational and socially responsible, in order to adapt quickly to dynamic changes in the economy and society, and to develop sustainably. The aim of this article is to theoretically and empirically investigate the implementation of innovations in international companies as a factor for their sustainability, based on a specific example of a multinational company. The research methodology includes scientific research approaches and methods, such as: analysis and synthesis, content analysis, historical method, case study method, observation method.

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  INFRASTRUCTURE AND RESOURCES: THE EVOLVING DYNAMICS OF SINO-CONGOLESE COOPERATION UNDER THE BELT AND ROAD INITIATIVE

  The Belt and Road Initiative has become a signature instrument for the Chinese government in promoting global trade and economic integration. A new model of cooperation based on the Belt and Road Initiative, such as �infrastructure-for-resources� agreements, has been utilized in China�s collaboration with the Democratic Republic of the Congo. The ... The Belt and Road Initiative has become a signature instrument for the Chinese government in promoting global trade and economic integration. A new model of cooperation based on the Belt and Road Initiative, such as �infrastructure-for-resources� agreements, has been utilized in China�s collaboration with the Democratic Republic of the Congo. The article examines the economic feasibility and repercussions of the model by using the copper mining sector in the DRC. By using the case study of Sino-Congolese cooperation, the study demonstrates how investments in road, railway, and public utility infrastructure have unleashed the potential of mineral resources to the benefit of both parties.

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  APPLICATION OF GESTALT PRINCIPLES IN THE DESIGN OF VISUAL MARKETING CAMPAIGNS

  This study investigates the application and effectiveness of gestalt principles (proximity, similarity, closure, continuity, figure-ground) in the design of visual marketing campaigns. The main objective is to determine whether their application leads to improved visual perception and increased consumer engagement compared to designs that do not ... This study investigates the application and effectiveness of gestalt principles (proximity, similarity, closure, continuity, figure-ground) in the design of visual marketing campaigns. The main objective is to determine whether their application leads to improved visual perception and increased consumer engagement compared to designs that do not follow them. For this purpose, a quantitative study was conducted in which two groups of respondents evaluated two different advertising poster designs � one developed according to gestalt principles and the other not. Five dependent variables were measured: perception of gestalt principles, comparative evaluation against competitors, overall aesthetic appraisal, emotional response, and purchase intention. Results from one-way ANOVA analyses show statistically significant differences (p < 0.05) in favor of the gestalt design across all measured variables. It was rated as more structured, aesthetically pleasing, evoked more positive emotions, and stimulated stronger purchase intention. The study confirms that applying gestalt principles is an effective strategy for enhancing visual impact and consumer engagement in marketing campaigns. The results have practical applications for marketers and designers in creating more effective visual communications.