Sport is recognized as an area of a great importance for society and national economy. It is evolving into a profitable entrepreneurial activity and marketable activity. There are numerous ways of sports financing. In the context of the modern economy, there is a need to develop models of sports self-financing. As an emerging form of financing, crowdfunding changes the way in which entrepreneurs collect money for financing their business projects in various business activities starting from social entrepreneurship and software development towards entertainment industry. Sport is not an exception to this trend. Due to its potential to influence and change traditional financial flows and to change traditional principles of financial intermediations, crowdfunding has drawn attention of scientists and practitioners who are trying to explain what could be consequences, risks, development phases and future trends in this field. In this paper, firstly, we draw attention to the need and perception of sports self-financing in the sample of future entrepreneurs in Croatia based on conducted primary research. Secondly, we give definition, development and types of crowdfunding activities in the context of entrepreneurial selffinancing. Then, based on the case study analysis method, we outline several successful examples of self-financing sports projects in developed markets in order to explain and illustrate potentials of crowdfunding as a financing source in sports.

Background: Social supermarkets were developed in Europe after the economic crisis 2008-2014. Their purpose is to decrease food waste that occurs in traditional food supply chains and to ensure access to food to socially endangered citizens. Objectives: This paper analyses the general perception of consumers regarding the mission and purpose of social supermarkets in four Central Eastern European (CEE) countries: Croatia, Poland, Lithuania, and Serbia. Methods/Approach: The paper brings the results of the survey research conducted in the observed CEE countries measuring attitudes towards the relevance and the role of social supermarkets. Results: There is a positive attitude regarding the existence of social supermarkets in all the analysed CEE countries. Less than 10% of respondents claim that there is no need for such organizations. In Croatia, Lithuania, and Poland examinees claim that reduction of food waste rather than reduction of poverty should be emphasized as a mission of social supermarkets. Conclusions: Social supermarkets require improvement of a legal framework, welfare system integration, and implementation of state monitoring. Moreover, larger involvement of religious communities, national and local governments, as supporting institutions is observed as a necessity in all the countries.

New trends in beer markets across Europe bring new challenges to beer brand management. As brand equity is an outcome of consumers’ perceptions of a certain brand, it is necessary to investigate how consumers perceive brands in various industries. The chapter tackles this topic from the perspective of younger adults in Croatia in 2019, by putting into focus gender differences in attitudes toward beer brands in retail purchasing. The presented findings indicate that for both young males and females, quality, taste, and continuous availability are important aspects of beer brands. The packaging, label design, and social aspects of a brand are more influential on females than on males. The chapter contributes to better understanding of brand management issues when approaching younger consumers. In addition, observed gender differences enable beer brand managers to fit their approach to narrow niches within the population of young consumers.

The aim of the chapter is to explain how to incorporate Sustainable Development Goals (SDGs) into corporate strategy in order to increase the competitive advantage of a company in the long-run. The questions how to set a mission, vision and objectives to prepare annual reports in the field of sustainability will be discussed. Furthermore, motives as to why companies have to consider local and global perspective when setting SD objectives and the problem of conflicts in SD goals will be determined.

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