Performance Analysis of B2B and B2C companies in Northern Macedonia and Serbia


  • Vedat Asipi International University of Sarajevo
  • Benjamin Duraković International University of Sarajevo



The purpose of this paper is to analyze and compare two different business models called business to business and business to consumer. The first model -business to business or B2B is defined as the transfer of goods and services between businesses or firms without the interference of consumers. The second model, business to consumer or B2C is customer-oriented in which the goods and services are sold immediately to customers in the market. This research focuses on the performance of these two business models in North Macedonia and Serbia. Our analysis tries to provide information regarding the countries’ development in different sectors within B2B and B2C models that are affected by specific indicators such as net salaries, total employment level, investment and exports, and research&innovation. Furthermore, besides the analysis of these indicators separately for each country, the paper will show the results and compare the performance differences among listed developing countries.




How to Cite

V. Asipi and Benjamin Duraković, “Performance Analysis of B2B and B2C companies in Northern Macedonia and Serbia”, Heritage and Sustainable Development, vol. 2, no. 2, pp. 89–99, Aug. 2020.