GENDER-BASED PSYCHOLOGICAL ADAPTATION OF ENTREPRENEURS IN A MARKET ECONOMY

In the conditions of the rapidly developing market economy, the socio-psychological adaptation of entrepreneurs is one of the important factors ensuring the effectiveness of their activities. This thesis analyzes the gender-based psychological adaptation characteristics of entrepreneurs. In particular, the differences between the decision-making processes, risk attitude, communicative competence, stress resistance and motivational factors of male and female entrepreneurs are revealed. It also highlights the impact of gender stereotypes and social roles on entrepreneurial activity in the context of market relations. The results of the study substantiate the need to take into account the gender approach in the development of entrepreneurship and serve to develop practical recommendations.