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.

In the contemporary business environment, traditional accounting systems, such as double-entry bookkeeping, face increasing criticism due to growing demands for transparency and security in financial transactions. While double-entry bookkeeping remains the foundation of modern accounting practices, its limitations are increasingly evident in the context of complex business operations and the need for robust safeguards against errors and fraud. This paper explores triple-entry accounting as an advanced alternative, leveraging blockchain technology to enhance transparency, security, and efficiency. By incorporating a third party into traditional T-accounts through a unique transaction identifier (hash), the system enables both accurate transaction recording and real-time verification, significantly reducing risks of manipulation and errors. Although the concept of triple-entry bookkeeping is not new, its revival is noteworthy given recent technological advancements. These innovations introduce a paradigm shift in financial reporting, with the potential to fundamentally transform business practices. Through a case study, this research examines the practical application of this system in real-world settings, highlighting both its benefits and challenges. The findings suggest that triple-entry accounting has the potential to significantly enhance existing practices, offering deeper insights into financial operations, better risk management, and increased reliability of financial statements. This study establishes a foundation for further research, paving the way for the broader adoption of advanced accounting models. Such models are essential for meeting the escalating demands of modern business complexities.