USKLAĐIVANJE TEHNOLOGIJE I MENTALITETA U PORODIČNIM FIRMAMA PRED GLOBALNIM IZAZOVOM: KOMPARATIVNA ANALIZA GRAFIČKE I PAPIRNE INDUSTRIJE U BOSNI I HERCEGOVINI I ITALIJI

This paper explores the process of aligning technology and mentality in family-owned companies operating within the printing and paper industry, with a particular focus on a comparative analysis of Bosnia and Herzegovina and Italy. Using modeled examples of companies from Banja Luka and Bologna, the study highlights divergent approaches to digital transformation and their capacity for global business expansion, shaped by institutional support, cultural context, and intergenerational dynamics. Grounded in the diffusion of innovation theory and supported by statistical data, conference insights and contextual analysis, the paper addresses broader themes such as historical continuity, regional similarities, institutional frameworks, and public perceptions of private enterprise. Findings indicate that the Italian model offers a stable environment for both digital alignment and internationalization, while the situation in Bosnia and Herzegovina is marked by fragmentation, weak institutional support, and cultural resistance. The paper concludes that successful global ositioning requires not only technical and financial resources, but also social recognition of private business as a legitimate and valuable driver of development. The paper draws on available sources, theoretical models, illustrative examples and experiences from participation in the Intergraf conference "Print Matters for the Future" 2018, Milan, Italy and the conference "Print4All" 2023, Stresa, Italy. which provide contemporary insight into the transformation of the printing industry and the role of family businesses in digitalization and globalization. The cases of companies from Banja Luka and Bologna represent analytical constructs