Abstract
In this paper, the profitability and efficiency of trade in Serbia are analyzed in the period 2013 - 2019. Taking into account the complexity of the analyzed issues, the research methodology is predominantly based on the strategic profit model and programming based on the DEA approach. The results of the conducted research show that the profitability and overall efficiency of Serbian trade have recently improved. The better trade performance was positively influenced by both external and internal factors, including the application of new business models based on global retailers, multichannel sales - classic and electronic, and the digitalization of the entire business.
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