Industry 4.0 can be interpreted as a business discipline that has led to the automation and digitalization of business systems thanks to Internet of Тhings, Cyber Physical Systems, Cognitive computing, but also Cloud computing that is crucial to the continuous development of Industry 4.0, because Cloud-based technology connects and centralizes information essential for business, and in addition provides an open source platform that improves research for the entire industry. In order to meet customer needs, different industrial branches apply Cloud computing which allows companies to adapt more easily to ongoing technological innovations. Cloud computing with unlimited networking capabilities enables businesses to optimize their business processes and activate their applications, which provide them with data necessary for business analytics. Additionally, thanks to innovative applications on the Cloud platform, personal adaptation to the individual needs of users is made. All of this has also affected the emergence of Cloud-based marketing, which implies the activity of organizations focused on the digital delivery of products and services tailored to users’ individual needs. This paper analyzes the concept of Cloud marketing and defines Cloud marketing platforms that contribute to the optimization of marketing strategies, and the increase in return on investment.

The subject of the paper is assessment of the credit risk of small and medium-sized enterprises (SMEs) in the conditions of the COVID-19 crisis. The paper gives the overview of the theoretical and professional literature on the existing accounting standards related to the assessment of expected loss and banking regulations in terms of capital adequacy, as well as their applicability in the current crisis. Bearing in mind the share of SMEs in total gross domestic product and employment in emerging and developing markets, and dependence of these companies on bank funding, special attention is paid to the researches dealing with the impact of stress tests and an increase in capital requirements on credit supply. Since the paper was written at a time when the COVID-19 crisis was well under way, and the final effects could not be fully analysed, except for only certain projections, future researches will focus on the effectiveness of the existing credit risk assessment models in crisis conditions.

Commercial law contracts, whether named or unnamed contracts, represent the legal basis for the economic development of any country. Their specificity, on the basis of which they are receptive and in conjunction with institutions of higher education, the economy and government at any level, is reflected in the fact that the obligation contracts are mainly of a dispositive legal nature and as such allow the contracting parties to freely regulate their legal relations, rights and obligations in accordance with the law. The countless possibilities offered by commercial contracts as legal instruments such as: license contract, franchising contract, leasing contract and to a certain extent factoring and forfeiting contract, which although in a certain way are distinguished as banking transactions or Banking Law transactions, are certainly the transfer of the right to use industrial property, the use of movable and immovable things through a leasing contract, without the transfer of ownership rights, and the franchising contract as a combined sui generis contract, they contribute to economic development by making savings when acquiring means of production, without realization of ownership rights. In this paper, all methods that could contribute to its better quality will be used. Primarily referring to the methods that are characteristic of social research, in which scientific description and content analysis (with synthesis) will be distinguished, then inductive-deductive, historical and comparative analysis.