Budapest Management Review December 2025: Digital Solutions and Entrepreneurial Uncertainty in Hungary

Budapest Management Review December 2025: Digital Solutions and Entrepreneurial Uncertainty in Hungary

Overview of the December 2025 Issue

The December 2025 edition of the Budapest Management Review (BMR) continues the journal’s tradition of publishing high‑quality, multidisciplinary research on business, management, and organizational studies. The issue is available exclusively in digital format, reflecting the university’s commitment to a sustainable publishing model and to reaching a global readership through the BMR website.

Key Themes and Research Highlights

Three core themes dominate the issue:

  • Digital solutions in Hungarian subsidiaries – a longitudinal study of automotive and electronics firms that tracks the integration of digital tools during and after the COVID‑19 pandemic.
  • Entrepreneurial uncertainty in Central and Eastern Europe – a synthesis of 42 studies that maps how entrepreneurs navigate volatile markets.
  • Artificial intelligence in global marketing campaigns – a comparative analysis of nine case studies that evaluates the balance between human creativity and algorithmic precision.

Digital Solutions in Hungarian Subsidiaries Post‑COVID

The paper by Magdolna Sass, Andrea S. Gubik, and Gábor Túry examines how six subsidiaries in the automotive and electronics sectors adopted digital practices during the pandemic and maintained them over the following three years. The findings suggest that sustained digital integration leads to higher operational resilience and improved supply‑chain visibility.

Actionable takeaway: Business leaders should conduct a digital maturity assessment of their own subsidiaries and identify gaps in technology adoption. Use the BMR article as a benchmark for best practices and consider partnering with Corvinus’ Digital Marketing Research Center for a tailored audit.

Entrepreneurial Uncertainty in Central and Eastern Europe

In the synthesis by Amitabh Anand, Šejma Aydin, Ivan Radević, and Emil Knezović, uncertainty is framed as a multidimensional construct that includes market volatility, regulatory changes, and access to finance. The authors propose a framework for entrepreneurs to systematically evaluate risk and develop adaptive strategies.

Practical advice: Startups should adopt scenario planning and build contingency budgets. The framework can be applied using simple spreadsheet models or by consulting the BMR’s open‑access repository for case studies that illustrate successful adaptation.

Artificial Intelligence in Global Marketing Campaigns

Adam Oleksiuk’s article explores the tension between algorithmic precision and human creativity in marketing. The study highlights that AI can optimize targeting and measurement, but creative storytelling remains essential for brand differentiation.

Implementation tip: Integrate AI tools for data analysis while retaining a human‑led creative team for campaign design. Corvinus’ MBA program offers modules on AI‑driven marketing that can help managers bridge this gap.

Sports Consumption Habits in Budapest

Zsuzsanna Hentz investigates how residents of Budapest engage with sports, public facilities, and sports events. The research identifies a growing preference for community‑based activities over large‑scale professional events.

Business implication: Sports‑related enterprises should consider community‑centric models and partner with local municipalities to enhance accessibility. The findings are available in full on the BMR website and can inform strategic planning for sports clubs and event organizers.

Call for Papers and Future Research Directions

The December issue concludes with a call for papers for the 2026 thematic issue on Entrepreneurship Research, with a submission deadline of 5 January 2026. Researchers interested in contributing should review the author guidelines on the BMR site and prepare manuscripts that address emerging challenges in entrepreneurship.

Tip for authors: Align your research with the journal’s multidisciplinary focus and cite relevant studies from the current issue to demonstrate the scholarly conversation.

How to Engage with the Budapest Management Review

To stay updated with the latest research, consider the following steps:

  • Subscribe to the BMR monthly e‑mail newsletter – register here.
  • Follow the BMR on Facebook – Facebook page.
  • Explore Corvinus University programs that complement your research interests – programs overview.
  • Contact the university for further information – contact page.

By engaging with the Budapest Management Review, you gain access to cutting‑edge research, networking opportunities, and a platform to contribute to the evolving discourse on management and entrepreneurship in Hungary and beyond.