Behavioural economics is an interdisciplinary field of science, or in other words, a fairly new discipline that connects psychology and economics. Its use is characteristic for both companies and customers. The effect and implementation of behavioural economics is best seen in the company's activities, to be more specific, in managerial decision-making which is based on the company's business strategies to accomplish company goals. To optimize the business, managers of all levels must make decisions according to the business strategies and various internal and external business environments. On the other hand, the process of decision-making and the effect of behavioural economics is also characteristic of customers who make everyday decisions when buying a certain product. Another category emerges, that being the influence that the company has on the customer's decision-making. Global business media today have a great influence on gathering data related to the preferences and needs of customers, therefore, by analysing the data the customers are offered specific products and in that way are encouraged to buy those products. Behavioural economics aims to explain the theory of decision-making in economics and psychology in addition to exploring the effects of behavioural economics in marketing and its implementation in both the private and the public sectors of business. The purpose of this thesis is to determine the impact of the implementation of behavioral economics in organizations, and the available scientific and professional literature as well as other primary and secondary sources were used in the praparation of the thesis.