Structural model of innovation influences on honey sector business performance http://creativecommons.org/licenses/by/4.0/legalcode application/pdf 1084740 bytes Keywords: R&D. Adoption of new technologies. Honey sector. Iinvestments. CUSTOS E AGRONEGOCIO ON LINE volume: 17 number: 2 startpage: 123 endpage: 143 eng https://unilib.phaidrabg.rs/o:5807 ISSN: 1808-2882 Abstract: The subject of research in this paper is the analysis of the impact of investments in research and development, the adoption of new technologies and the business environment on the business performance of beekeepers. The research used Partial least square structural equation modeling (PLS-SEM) technique using PLS SMART software. The results of the research confirmed the positive impact of all three groups of variables on the business performance of beekeepers, of which the the most significant factor is the impact of the readiness to adopt new technologies in a positively rated business environment. The adoption of new technologies will enable the expansion of the beekeepers production and product range that can generate higher profits, which depends on the educational level and the family size of the beekeepers. Clear differentiation of real honey in relation to substitutes and counterfeits on the market and honey production, in accordance with growing and clearly defined customer requirements, is a starting point, and overall conditions in the honey sector are safe and attractive for attracting investment and marketing opportunities. There is also a positive impact of investment in research and development on the business performance of beekeepers, with an emphasis on significant government, professional, scientific and financial assistance. info:eu-repo/semantics/article 2021 Ignjatijevic, Svetlana Ivanis, Marko Vukosavljevic, Dejan Vapa-Tankosic, Jelena