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Tétel Szabadon hozzáférhető Segmenting the Impact of Organizational Structure and Leadership on Project Resilient and Project Success in the Ethiopian Construction Industry: a FIMIX-PLS & PLS-POS Approach(2025-09-30) Bekele Desta, Kebede; Lunga, MsenganaThis research looks at the vital roles of leadership and organisation design in the attainment of project resilience and success in the construction sector. Informed by contemporary theories on organisational resilience and leadership, a framework was developed and rigorously tested against data using Partial Least Squares Structural Equation Modelling (PLS-SEM) and with more advanced techniques of segmentation (FIMIX-PLS and PLS-POS) to identify and take into consideration unobserved heterogeneity. Using data collected from project professionals, resilient leadership and adaptive organisation design were shown to be critical to project resilience, but the effect of leadership and organisation design on project resilience differed from segment to segment as well as across demographics. The ex-post analysis suggested that the awareness of resilience, practical experience and higher education exacerbated the relationships between aspects of resilient leadership and project resilience, as well as between adaptive organisation design and project resilience. The analysis also showed that relationships between leadership, organisational structure, and resilience can be mediated by demographic factors, such as awareness, experience, and education. The findings highlighted the importance of fostering inclusive, participative type leadership styles and continuous forms of experiential learning to enhance resilience outcomes. The value of specific indicators such as team participation in decision making or the leader's self-confidence was also identified as being critical aspects of resilient organisational structures and effective leadership. The implications of this study were important for each group of stakeholders: organisations should encourage resilience-based leadership, experiment with multi-dimensional flexible team structures and create a culture of continued, experiential learning and communications as knowledge and industries evolve. The theoretical contributions that validated the effects of segments of latent variables and offered insight into the added value of using segmentation were positive contributions to theory. Limitations, such as sample size and sector, stimulate avenues for future work and in particular reinforce the case for longitudinal, cross-sector research to build sectors’ internal and external constructs of project resilience. Future research needs to apply multi-facilitated empirical, qualitative and advanced analytics means to enable further quantification, and complexity in project survival, success and resilience.Tétel Szabadon hozzáférhető Környezeti tényezők stratégiai szerepe egy gyártóvállalat működésében: Három elemzési modell szintézise(2025-06-05) Stefán, Barbara ZsófiaNowadays, the operations of companies are influenced by increasingly complex internal and external factors, the systematic examination of which is essential for conscious strategy-making. The relevance of this study lies in the context of global economic instability, rapid technological advancement, and intensifying market competition, all of which present new challenges for organizations. The aim of the research is to demonstrate how the analysis of environmental factors can support strategic decision-making, with particular emphasis on a specific company case. The analysis was based on three established methods—PESTEL analysis, Porter’s Five Forces model, and the SWOT framework—which together enabled an integrated examination of macro- and micro-environmental factors as well as internal resources. The results highlighted several key strengths of the company, such as professional expertise, international presence, and the quality of customer relationships, while also identifying several areas in need of improvement, particularly in terms of pricing strategy, digital information accessibility, and internal communication. The novelty of the study lies in the combined application of the three analytical tools, which revealed interrelated insights and served as the basis for well-founded recommendations aimed at enhancing strategic flexibility and strengthening competitiveness.Tétel Szabadon hozzáférhető Improving Emergency Call Accessibility via Location Technologies in Romania(2025-09-09) Bokor, Edita; Botiș, Horia Răzvan; Sava Crețescu, Alina; Nen, Madlena; Certan, Corina DanielaThis study examines Romania’s progress in emergency caller location technologies and accessibility between 2020 and 2024, within the broader European context. Applying a PRISMA-informed review methodology, it draws on official reports, academic sources, and EU regulatory data to evaluate the implementation of Advanced Mobile Location (AML), HTML5 geolocation, and the Apel 112 mobile application Romania was among the first EU countries to deploy AML and subsequent performance metrics indicate notable advancements in geolocation accuracy through hybrid handset- and network-based methods. However, despite these advancements, the adoption of the Apel 112 app has declined, raising concerns about user trust, public awareness, and accessibility. To assess system inclusiveness, this study applies the International Classification of Functioning, Disability and Health (ICF) framework. Findings reveal that persons with hearing, speech, and cognitive impairments continue to face substantial barriers due to the absence of real-time text (RTT), video relay services, and universally designed interfaces. These results support both hypotheses: Romania has strengthened its technical infrastructure for caller location (H1), yet persistent accessibility and interoperability limitations remain (H2). The study concludes that inclusive design, user education, and cross-platform compatibility must become priorities for emergency communication policy to ensure equitable access for all users .Tétel Szabadon hozzáférhető Advancing Sustainable Waste Management through National Recycling Rate under SDG 12.5.1(2025-09-08) Muhammad, Gabi Mustapha; Truzsi, AlexandraSolid waste management remains a pressing environmental challenge in both developed and developing nations. Recycling has been promoted globally as a key pathway to sustainability, yet recycling rates often provide only a partial picture of performance. In many contexts, challenges such as poorly regulated recycling policies, informal sector dominance, and practices that prioritize profit over environmental sustainability limit progress towards Sustainable Development Goal (SDG) 12.5.1, which tracks the national recycling rate. This study investigates the extent to which recycling rates reflect sustainable waste management and identifies the underlying factors that influence their effectiveness. The major objective of this study is to evaluate recycling rates as an indicator of sustainable waste management. This is further specified by: (i) examining recycling practices in selected countries (Germany, South Korea, USA, Brazil, and India), (ii) identifying key drivers and barriers that influence recycling performance, and (iii) assessing the implications of recycling rates for sustainable waste management systems. The study employed a mixed-methods approach, combining secondary data analysis, comparative country assessment, and policy review. Results show that recycling rates are useful but insufficient as a stand-alone measure of sustainability, since they are influenced by broader elements such as policy enforcement, economic incentives, public participation, and market structures. The findings highlight that Nigeria’s recycling rate remains significantly low compared to leading economies, underscoring the need for integrated waste management reforms. This research contributes to environmental management discourse by demonstrating that while recycling rates provide a benchmark for SDG 12.5.1 monitoring, they must be interpreted alongside contextual drivers to ensure meaningful progress towards sustainable waste management.Tétel Szabadon hozzáférhető Innovative Strategies and Student Academic Performance: Machine Learning Insights on International Students in Chinese Universities(2025-07-09) Hassan, Waseem; Hassan, Mehreen; Sheraz, Maryam; Zhu, Yali; , Samreen; Ali, MustafaThe higher education sector in China has faced unprecedented challenges recently due to the global COVID-19 pandemic. The influx of international students, a vital component of the nation's academic landscape, presented distinct challenges, including maintaining academic achievements through various online platforms, which necessitated innovative strategies to ensure that their educational pursuits remained rewarding despite these challenges. This study aims to explore the innovative strategies adopted by Chinese higher education institutions in response to the COVID-19 pandemic and examine their impact on the academic achievements of international students. This study employs a comprehensive approach that incorporates questionnaire surveys and dominant Machine Learning Algorithms, such as Multiple Linear Regression (MLR), Decision Tree Model (DTM), Support Vector Regression Model (SVRM), and K-nearest neighbors (KNN). By employing rigorous data-gathering approaches, our study aimed to address a set of particular questions: How did these innovative strategies improve students' academic performance in the face of environmental emergencies? To what extent did international students benefit from these adaptations? Through investigation of these concerns, our research provides insight into the effectiveness of these strategies and their possible significance for future educational methodologies. Innovative strategies positively correlated with student academic performance during the COVID-19 pandemic in Chinese higher Education. This research highlights how overcoming these challenges can have broader implications for shaping resilient global education systems in future crises. The study accurately predicted academic performance, highlighting the importance of innovative teaching approaches in the context of the COVID-19 pandemic. This study might influence educational policies and practices. Educational institutions can make informed decisions about emergency preparedness and development by assessing results using a creative approach. Our findings bring depth to the global conversation on higher Education under challenging circumstances, showing how Innovation might alleviate the adverse impacts on international students' learning experiences.Tétel Szabadon hozzáférhető Dual Focus of Supply Chain Resilience and Sustainability: A Size-based Comparison between SMEs and Large Organizational Approaches(2025-05-23) Simon, DánielThe research investigates how organizational size influences the implementation of supply chain resilience and sustainability practices. While resilience and sustainability are increasingly recognized as interrelated priorities, existing literature often overlooks how firm size conditions strategic behaviour, particularly the distinct constraints faced by small and medium-sized enterprises (SMEs). To address this gap, the study employs a two-phase, mixed-methods approach. First, a structured literature review identifying the current state of academic research on the field. Second, a global survey of 252 supply chain professionals captures quantitative data across SMEs and large organizations. Statistical analysis tests three hypotheses regarding core aspects of driving resilience and sustainability outcomes. Findings show that large firms tend to formalize strategies more thoroughly, especially in risk detection and sustainability goal setting. However, SMEs demonstrate comparable resilience through informal, agile approaches and supplier collaboration. Overall, strategic effectiveness does not vary by firm size, but implementation pathways do. This study contributes original empirical evidence to the limited comparative literature on organizational size in supply chain strategy. By introducing size as a moderating variable, the research advances theoretical models and highlights the need for differentiated tools, policies, and partnerships. The findings aim to hold practical value for managers, and support businesses seeking to design scalable, inclusive approaches that enhance resilience and sustainability across the entire supply chain spectrum.Tétel Szabadon hozzáférhető The Role of Quality 4.0 in Business Process Management: a Bibliometric Study(2025-10-06) Korir, Gerald; Benedek, PetraQuality 4.0 builds on the principles of Industry 4.0 to improve quality management. Integrating Quality 4.0 into Business Process Management (BPM) examines how digital technologies enhance process efficiency and innovation. The main research question is how Quality 4.0 can be aligned with existing BPM frameworks and how the digital transformation of traditional quality management techniques facilitates efficiency. A bibliometric analysis was conducted using the Scopus database, employing keyword analysis, link mining techniques, and network mapping to identify research trends and gaps. The results show the main directions of research on integrating Quality 4.0 and BPM and highlight implementation barriers such as organizational resistance and the need for strategic alignment. The study also suggests directions for future investigation, including the development of standardized frameworks for evaluating digital BPM outcomes and exploring emerging debates around human-centric, sustainable, and resilient approaches reflected in Industry 5.0 and Quality 5.0.Tétel Szabadon hozzáférhető Factors Influencing Female Entrepreneurship(2025-06-06) Fedosova, Yulia; Balogh, Péter; Katonáné Kovács, JuditThe following research was conducted with the objective of identifying the factors that influence women to become entrepreneurs. It explores the effectiveness of support mechanisms, including mentorship programs, networking opportunities, access to financial resources, and policy interventions in enhancing the success of female entrepreneurs. Special attention is given to the decision-making threshold concept and the role of self-confidence. A multi-method approach was employed, entailed a comprehensive literature review, a qualitative analysis based on interviews, and a quantitative analysis conducted through surveys. The data obtained from these methods were triangulated to ensure robust insights. The research resulted in a model that illustrates the interrelationship between the scientific, practical and educational approaches. The findings highlight the potential of developing a motivation model for female decision-making in entrepreneurship, identifying key motivators, focusing on economic, social and personal factors with self-confidence as a central concept of study.Tétel Szabadon hozzáférhető Optimization of Parking Lot Stormwater Management: a Case Study(2025-06-17) Sagit, DilnazAs urbanization accelerates, parking lots lead to stormwater runoff and localized flooding due to impervious layers and inefficient drainage. This case study evaluates stormwater management strategies across four parking lots in Debrecen, Hungary, to propose effective retrofitting solutions. The methodology combines visual site assessments with a comparative analysis of global best practices identified in the literature. Findings suggest integrating Green Infrastructure (GI) and Low Impact Development (LID) principles into parking lot design can enhance infiltration and significantly reduce surface runoff. Key recommendations include utilizing nearby vegetated depressions and replacing conventional concrete slabs with permeable surfaces. Beyond the flood avoidance, these strategies aim to reduce pressure on the local sewer system and minimize puddle formation.Tétel Szabadon hozzáférhető The Urban Heritage of the Diósgyőr–Vasgyár Ironworker’s Colony(2024-09-30) Naicker, Kreesan; Rasooli, AbbasThe following research was conducted mainly with the motive for creating an urban heritage proposal in Hungary, in the city of Miskolc. The area of focus was the former ironworker’s colony of the Diósgyőr-Vasgyár region. The historical urban development of the ironworker’s colony is examined here. Emphasis is given to to the preservation of the unique architectural styles and urban fabric of the colony. Additionally, an assessment is undertaken about the colony's building conditions and a plan was created for strategic preservation. It is to be combined with adaptive interior building modifications for the purpose of improving living standards for occupants. The research also takes into account meeting modern-day living needs in the space of historical urban heritage preservation.The urban heritage legislation of Hungary that is relevant to this research has also been outlined here. The ultimate objective is to simultaneously preserve the colony's historical prestige and satisfy contemporary needs thus making this research a very useful guide for situations involving urban heritage conservation within evolving urban settlements.Tétel Szabadon hozzáférhető Study of Rotating and Jet Plasma Treatments on Surface Wettability of Glass(2025-12-28) Berczeli, Miklós; Weltsch, ZoltánThis work investigates the wettability properties of a glass surfaces by using atmospheric pressure cold plasma systems. Treatments were performed by using a rotating-head unit and a jet-type torch during the plazma treatments. The nozzle-to-surface distance (8–15 mm) and the feed rate (50–400 mm/s) were modifying. The untreated glass showed limited wetting, with average water and ethylene glycol contact angles (WCA and EGCA) of 64.7° ± 1.8° and 45.2° ± 1.5°, respectively. After plasma treatment, both systems showed clear improvements, although their efficiency profiles were different. Using the rotating plasma head at 8 mm and 100 mm/s speeds, the WCA decreased to 9.3° ± 0.8°, indicating almost complete wetting. Jet plasma achieved similar results (WCA = 14.1° ± 1.2°), but slightly less uniformly. Changes in wettability were closely related to the exposure time determined by the feed rate: slower movement increased activation, while overexposure occasionally resulted in small thermally induced surface marks that were visible under an optical microscope. As the results showed the rotating plasma reached more homogeneous activation, while the jet system provided stronger local effects at a lower energy input. Based on these results the atmospheric plasma is effective in increasing the surface energy. Rotating systems appear to be advantageous for large, flat areas, while jet plasma is better suited for localized surface modification aimed at improving adhesion or coating performance.Tétel Szabadon hozzáférhető Factors Influencing Project Owner Satisfaction with Supervision Consultants in Public Building Projects(2025-12-12) Aulia, Hafizah; Irfan, Prasetia; Retna, Hapsari KartadipuraThe construction supervision consultant is an appointed party responsible for overseeing the implementation of construction projects from start to finish. The satisfaction level of project owners with the consultant’s performance is a key indicator of project success. This study aims to determine the level of satisfaction and key factors influencing it in public building projects. A quantitative method was employed by distributing questionnaires to respondents from the Public Works Office, particularly within the Cipta Karya Division in Tapin Regency, which serves as the case study location. Data were analyzed using the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA) methods. The results showed that overall, the consultant’s performance was rated as very satisfactory, with the highest CSI score on the communication indicator (86.64%) and the ability to ensure and improve work quality (85.33%). The lowest CSI score was found in the documentation/administration indicator (80.11%). Although the CSI score indicates a high level of satisfaction, there is still room for improvement, particularly in administrative aspects and understanding of technical regulations. The IPA analysis also shows that several indicators fall under top priority, such as documentation/administration, supervision, internal human resources, communication, and the ability to ensure and enhance work quality. The improvement strategies proposed include training, high discipline, and effective communication.Tétel Szabadon hozzáférhető The Future of AI-Integrated Project Management: A Structured Literature Review Based Risk Identification(2025-12-21) Siddiqui, Muhammad Adnan; Wasif, MuhammadThe evolution of AI is changing the landscape of project management. The integration of AI into project management brings many advantages, yet it is also accompanied by prominent weaknesses and serious challenges. In addition, rapidly evolving technologies continue to transform the field’s dynamics. These evolving dynamics result in ambiguity about the current state of the field, and consequently, create an uncertainty regarding a roadmap for future advancements. The purpose of this paper is to address this challenge by developing a well-grounded conceptual insight that identifies the risks associated with AI adoption in project management, guiding both academia and industry towards a structured approach to its future advancements. This paper conducts a detailed structured literature review, adhering the PRISMA protocol, to evaluate the impact of AI on key facets of project management, its potential benefits and implementation challenges. Then it analyzes the literature and synthesizes the key findings. Finally, it conducts comprehensive analysis to identify both positive and negative risks i.e. opportunities and threats. This in-depth analysis and its findings enable us to understand the nature of the risks, and how those can be harnessed or mitigated to advance the field. Furthermore, it provides both academia and industry the foundation to plan improved risk mitigation strategies and to develop a structured adoption framework. This study is expected to make a significant contribution to the advancement of the field.Tétel Szabadon hozzáférhető Advancing Maintenance 4.0 through an Asset Management Framework: a South African Petrochemical Industry Case Study(2025-11-05) Peach, Rina; Matsha, RefilweThe rapid advancement of digital technologies has raised uncertainty about the adequacy of traditional maintenance models to meet Industry 4.0 requirements. This study develops and validates an asset management framework to support the South African petrochemical industry’s transition to Maintenance 4.0. The framework was validated through a quantitative survey conducted within a leading petrochemical company in South Africa, ensuring its practical applicability. Descriptive statistical analysis confirmed 15 of 17 framework characteristics and supported five of seven theoretical propositions. Key enablers of Maintenance 4.0 adoption include the integration of human intelligence, machine learning, and real-time data, as well as the role of organizational culture and asset resilience in shaping outcomes. The study offers both theoretical contributions and practical guidance for maintenance professionals seeking to align maintenance practices with Industry 4.0 principles, with relevance extending beyond the immediate case context.Tétel Szabadon hozzáférhető Thermoelastic Analysis of Functionally Graded Spherical Bodies Using Deep Neural Networks(2025-10-18) Gönczi, DávidThis paper deals with the numerical analysis of functionally graded spherical bodies subjected to combined thermal and mechanical loads. A method is presented to train deep neural networks to approximate the important solutions. We outline two approaches for generating the training dataset for a deep neural network, followed by a method for creating the neural network itself. Then, through a numerical example, we investigate the axisymmetric problems of radially graded spherical bodies (e.g., ideal spherical pressure vessels). Based on the results obtained, we evaluate the accuracy of solving the outlined problem using the proposed neural network.Tétel Szabadon hozzáférhető Sustainability in Urban Waste Management: The Efficiency of Electric Waste Transport Vehicles(2025-07-01) Buri, Zsolt; T. Kiss, JuditThis study evaluates the long-term economic feasibility of electric waste collection vehicles (EVs) as a sustainable alternative to diesel-powered counterparts in urban municipal services. Using real operational data from a Hungarian waste management company, we developed a total cost of ownership (TCO) model spanning 10 years, which incorporates investment costs, energy consumption, maintenance, depreciation, and battery replacement. Our analysis reveals that although EVs require a significantly higher upfront investment (€350,000 vs. €183,200), their lower operational and maintenance costs result in a break-even point around year 8. When accounting for a €50,000 battery replacement in year 6, the total 10-year cost of the EV remains lower (€431,769 vs. €450,914) than the diesel vehicle, resulting in a net saving of €19,145. The study emphasizes the significance of local energy prices and service structures in assessing fleet electrification. While the findings are based on Hungarian data, the proposed methodology can be adapted internationally to support data-driven decision-making in sustainable waste logistics.Tétel Szabadon hozzáférhető Fogászati implantátumok felületkezelési eljárásainak összehasonlító vizsgálata(2025-01-29) Bereczki, Alexandra; Ficzere, PéterNowadays, the most common type of implant in dentistry is a partial tooth replacement, such as a crown, or a complete tooth replacement. Today, many manufacturers offer implants made of a wide variety of materials and designs. These restorations must meet strict standards, one of the most stringent being surface roughness. Since proper bone-to-implant contact only occurs with adequate surface roughness, several methods are used to achieve the correct value. After reviewing the results of experiments carried out by several research groups, it is concluded that the surface roughness, the shape of the implant fixation screw, the shape of the thread and the thread elevation used to achieve the desired roughness together determine the success of the implantation. The average surface roughness required for osseointegration is considered to be optimal for values between 1 and 100 µm. In most cases, the surface roughness of commercially available dental prostheses is Ra 1-2 µm, but this can be modified by various grinding, acid etching and polishing processes to suit the application. Acid etching is a common technique for roughness reduction, which is the most effective in reducing surface roughness of dental restorative materials (mostly titanium alloys), thus bringing the roughness within the desired range. The result of acid etching is influenced by the concentration of acid, the temperature of the acid bath and the time spent in the acid. The acid used for the surface treatment is important and is most commonly sulphuric acid, hydrochloric acid or hydrogen fluoride (HF) and combinations of these. The study shows that the most optimal results are obtained with HF. Replacements are nowadays largely made by additive manufacturing, which allows for customised replacements and, due to dimensional accuracy, reduces the time and cost of post-processing, i.e. the surface treatment can be used to achieve the desired surface roughness and size at the same time. As a result, newer materials are being used for clinical prostheses and surface treatment should be applicable to all materials. The most optimal solution is a combination of grit blasting and acid etching. With this technology, the surface roughness for all materials reaches the optimum value of 1-100 µm, sometimes 1-2 µm, but can be further reduced below 1 µm by polishing. The study investigates the role of surface roughness, the surface roughness should only be reduced up to a certain value, approximately 0.5 µm, as smooth surfaces have limited or no potential for osseointegration.Tétel Szabadon hozzáférhető Kiberbiztonsági kihívások a mezőgazdaság digitalizációjában: Szisztematikus áttekintés Python-alapú elemzéssel(2025-01-29) Porkoláb-Angyalos, ZsanettThe intersection of agriculture and cybersecurity has become a prominent research focus in recent years, driven by the rapid adoption of IoT (Internet of Things) and precision farming technologies. These technological innovations have revolutionized agricultural processes, enhancing efficiency and sustainability while introducing significant security risks. This study conducts a systematic literature review (SLR) to address key cybersecurity issues in agriculture, with a particular emphasis on IoT vulnerabilities and threats. Using Python-based text analysis techniques, the research automated the analysis of abstracts and full texts, enabling rapid filtering and thematic categorization of relevant studies. From an initial pool of 1,039 publications, 40 relevant studies were identified based on rigorous screening criteria. The thematic analysis revealed that 44.9% of the publications focus on IoT device vulnerabilities, 32.7% on agricultural cybersecurity challenges, and 22.4% on the security issues of Agriculture 4.0 and precision farming. Methodological analysis indicated that machine learning, simulation models, and case studies dominate the research landscape, while surveys and experimental studies appear less frequently. The findings highlight the critical importance of developing robust cybersecurity strategies and technologies in the agricultural sector, particularly to mitigate the risks posed by IoT devices.Tétel Szabadon hozzáférhető A modern branding szakirodalmi vizsgálata(2025-03-13) Csák, Krisztián; Juhász, CsillaIn the modern business landscape, branding goes beyond identifying products and services; it has become a crucial factor for corporate success. The leadership branding, and employer branding emerges as a key strategic tool in gaining competitive advantage, fostering loyalty, and enhancing engagement. Personal branding, as the conscious presentation of individual values and capabilities, supports leaders in strengthening credibility and trust. Leadership branding encapsulates a leader’s personality and style, serving as an inspiring example within the organization. Moreover, employer branding reflects the corporate culture and workplace values, making the organization attractive to talented employees. The aim of the study is to demonstrate how personal branding, including leadership branding and employer branding, can contribute to the more successful operation of a company, highlighting the synergy between the different levels of branding and their economic and social impacts.Tétel Szabadon hozzáférhető Impacts of Digital Communication Tools on Fashion Brands Success –The NUDE Project(2025-04-09) Peredy, Zoltán; Figueiredo, Carolina; Krisztina, JuhászThe global scale, changing fashion industry can be characterised with low predictability, high volatility, seasonality, short life cycle products and highly impulse consumer purchasings decisions, addressing ethical and sustainability matters. Fashion as generic collecting name can be defined as styles of clothing and accessories worn at any time by different groups of people. One of the main opportunity and challenge for this complex, multi actors sector introducing digital solutions, which can provide significant contribution of restructuring the supply chains, optimising the production techniques, reducing its negative environmental externalities supporting the future sustainability. Possible reason beyond this digitization trend can be changing consumer attitudes and expectations. Majority of consumers have tendency using digital channels before, during and after their purchase, so fashion brands have to take into consideration this new reality. The convenience and accessibility of online enjoyable shopping opportunities have reshaped consumer expectations including personalized recommendations, and user-friendly online social media platforms (video channels, websites, mobile apps, and secure payment systems). Instagram, TikTok, YouTube and Pinterest have transformed the way fashion brands communicate and connect with their audience creating loyal social network. Digital transformation requires more than just implementing new technologies; it necessitates a cultural shift within fashion brands. Case study of the NUDE Project analysing its challenges and main competitors as well, can serve as an illustrative example how can the digital communication tools contribute to the fashion brand future success and prosperity.