FAMILY ENTREPRENEURSHIP IN RURAL AREAS OF THE WESTERN BALKANS ON THE GREEN AGENDA PRINCIPLES

Today, the business environment is very dynamic and often turbulent. In Serbia, efforts are being made to shift the focus from material and technical factors to the quality of life and to strengthen its overall sustainable development based on the principles of the green agenda. A special role in this is played by family entrepreneurship, which represents a significant part of every national economy and directly affects the well-being and stability of the entire country. The aim of this paper is to point out the importance of family entrepreneurship in the rural areas of the Western Balkans and the problems and risks that must be taken into account before starting a family business. Special attention will be paid to the challenges brought by the green agenda and the increasingly present artificial intelligence.