THE INFLUENCE OF FAMILY RELATIONSHIPS AND TRADITIONAL VALUES ON THE FORMATION OF THE IMAGE OF A BUSINESSWOMAN

The image of a businesswoman is shaped not only by education, talent, and market opportunities, but also by the family environment in which a woman lives and works. Family relationships influence access to emotional support, time, finance, networks, and legitimacy, while traditional values define what kinds of female behavior are considered acceptable, respectable, or desirable in society. As a result, the image of a businesswoman is formed at the intersection of economic agency and socio-cultural expectations. Recent international research and policy analysis show that women’s entrepreneurship is still strongly affected by care responsibilities, gender stereotypes, institutional barriers, and social norms, even where formal legal equality has expanded.