Articles

• PROJECT CONTROLLING in the service of grants

  1-12

  Judit Nemessályi-Bistey

  Views:

  88

  Since our country’s accession to the European Union, we refer to project implementation when a (business) development activity is carried out using European Union funds and financial support. For the 2021–2027 period, Hungary has access to a cohesion fund budget of more than EUR 26,135.7 million, including national co-financing. The total amount of funding available to beneficiaries is approximately HUF 10,000 billion. However, for these available resources to truly contribute to Hungary’s economic and social development, numerous grant projects must be initiated and successfully implemented. The aim of this study is, on the one hand, to present the process, tools, and significance of project controlling through a case study—the implementation of the Supporting Youth Entrepreneurship in the Northern Great Plain Region project—highlighting the essential components of project success. On the other hand, it seeks to emphasize the role of project controlling in ensuring the efficient utilization of significant financial resources.

  pdf (Hungarian)

  49

• Examination of measures taken to achieve social sustainability

  13-20

  Eszter Maklári

  Veronika Fenyves

  Views:

  91

  The concept of sustainability is associated with Lester Russell Brown, founder of the Worldwatch Institute and the Earth Policy Institute, who mentioned the concept of sustainability in his 1981 book Building a Sustainable Society, which deals with the realization of a sustainable society. The concept of sustainable development was first formulated in the UN's Brundtland Report, Our Common Future, in 1987. The report defined sustainable development as taking into account environmental, social, and economic pillars and their interactions. Today, financial experts and investors place great emphasis on environmental, social, and corporate governance aspects in addition to financial performance when evaluating companies. By preparing and publishing sustainability reports, companies help stakeholders make informed decisions. In order to improve sustainability indicators, the decision-making bodies of the European Union support the publication of such documents and the extension of the obligation to prepare them to as wide a range of companies as possible. In November 2022, the European Parliament adopted the Corporate Sustainability Reporting Directive (CSRD). Various standards have been developed over the years to improve the quality of sustainability reports and to make companies' sustainability efforts more comparable. The data points of the European Sustainability Reporting Standards (ESRS) describe the information and data that must be disclosed in relation to a company's environmental, social, and governance sustainability issues, provided that the topic in question is considered material according to the reporting company's double materiality analysis. The study presents the points belonging to the social pillar of the ESRS, supported by examples from companies' published sustainability reports.

  pdf (Hungarian)

  47

• New directions in aviation controlling – a systematic review

  21-33

  Eszter Kárpáti

  Views:

  20

  The aviation industry has become a rapidly growing sector in a turbulent environment over the past decade, especially in the case of ULCC (Ultra Low-Cost Carrier) airlines in Europe. The growth of these kinds of airlines has led to volatile airport revenues, further diversified by AI and digitalisation. The aim of this paper is to analyse, through a systematic review, the role of controlling methods in this context, with a particular focus on Europe and the Central and Eastern European market. The research was conducted using the PRISMA method on the Scopus and Web of Science databases, covering the period 2005–2025. The study is structured around three main topics: cost-cutting methods of ULCC airlines, opportunities for increasing airport revenues, and the effects of digitalisation on the aviation industry, especially on controlling systems. The results show that controlling methods are not uniform and are often unable to adapt to a rapidly changing environment and operational complexity. One of the main conclusions of this research is that it may be worthwhile to create an entirely new, industry-specific controlling method that synthesises the principles of ULCC operations, airport management, and the improvement opportunities brought by digitalisation. The primary goal of this paper is to provide a foundation for further research and for the development of such a model.

  pdf (Hungarian)

  13

• When change is no longer an option, but a compulsion: liquidation procedures and the human aspect

  34-49

  Szabolcs Igaz

  Views:

  16

  Poorly managed change management and liquidation proceedings are often causally linked. Proactive and effective change management strategies can reduce the likelihood of going into liquidation. However, if the organization cannot adapt properly to changing circumstances, it can ultimately result in the initiation of liquidation proceedings. Understanding this connection, recognizing the challenges that arise as a result of changes in a timely manner, and then choosing the appropriate change management strategy can be vital for the survival of companies.

  In this paper, I address the case of organizations failing to avoid liquidation. I will present how the most well-known change management theories can help manage organizational change during liquidation, and through a concrete example – from the perspective of the liquidator as a court-appointed insolvency expert – how change management activities are actually implemented in practice.

  pdf (Hungarian)

  13

• Market Trends and Consumer Motivations for Plant-Based Milk Alternatives in the European Union and Hungary

  50-58

  Alexa Berencsi

  Fehér András

  Views:

  7

  The market for plant-based milk alternatives is one of the fastest-growing segments in the functional beverage industry, driven in recent years by health-conscious lifestyles, sustainability considerations, and changing food purchasing habits. This study aims to present current consumer trends and motivations, as well as to explore the economic significance of plant-based milk alternatives in the European Union and Hungary. The research is based on secondary market data analysis and two focus group studies, which provided insights into consumer attitudes and perceptions related to advertising activities. The analysis covers revenue data from the largest markets, the diversity of consumption drivers, and the visual and messaging elements found in communication strategies. The findings may contribute to defining target group–oriented marketing communication and identifying opportunities for market development.

  pdf (Hungarian)

  4

• Exploring fintech adoption: the role of age, education and ai openness

  59-70

  Laura Varga

  Patrícia Becsky-Nagy

  Views:

  8

  The aim of this research was to investigate the spread of fintech innovations, particularly digital payment solutions, and the related issues of data protection. Based on the questionnaire survey, it can be concluded that younger generations are more open to innovative fintech solutions, use them more frequently, and are less concerned about potential risks and dangers. In contrast, older age groups exhibit different characteristics. The acceptance of digital solutions increases with the level of education, especially in the case of innovations such as online banking or mobile payments. However, openness to the application of artificial intelligence in finance is still in its infancy, and no significant correlation was found between educational attainment and openness to AI-based financial services. The analysis also placed strong emphasis on issues of security and trust. The results show that while age influences which payment method individuals consider the safest, education level does not have a significant effect on this perception. These findings suggest that attitudes towards innovation are influenced not only by age-related characteristics but also, in some cases, by the level of education. Overall, the research highlights a growing acceptance of digital financial solutions, particularly among young people, but it also emphasizes the ongoing importance of trust—especially from the perspective of older generations and users concerned about data protection.

  pdf (Hungarian)

  4