Authors: I. Mazur, Dr of Sciences (in Economics), Prof., ORCID ID: 0000-0002-2441-8001; V. Gura, PhD in Economics, Associate Prof., ORCID ID: 0000-0002-7142-8149, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine; K. Solodovnikova, PhD in Psychology, ORCID ID: 0000-0002-9169-9026, Institute of Law, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
Annotation: The essence of motivation of entrepreneurs is revealed through the types of personal intelligence and the proposed entrepreneurial motivation system. The motives of the entrepreneur and the consumer are investigated. The system of motivation of the businessman is offered. The importance of the creative function of entrepreneurship in the conditions of the fourth industrial revolution is substantiated. Customer-oriented as an important component in the motivation of modern entrepreneurship is considered, the customer-oriented approach and customer-oriented culture of the entrepreneur are analyzed. The need for digitalization in entrepreneurship is noted. An interdisciplinary approach has been applied in the study of modern trends in the motivation of entrepreneurs.
The authors propose to expand the narrowly specialized research methodology and introduce an integrated approach that allows to involve the methodology of individual areas of knowledge in the process of interdisciplinary research. It is revealed that the modern approach to studying the motivation of the entrepreneur does not allow the use of the prognostic function of science, as it is based on the fact that modern studies of business motivation do not take into account the peculiarities of gender differences.
Key words: entrepreneurship, motivation, entrepreneur motivation system, interdisciplinary approach, customer orientation.
Recei ved: 11/07/ 2020
1st Revision: 03/08/2020
Accepted: 25/10/ 2020
DOI: https://doi.org/10.17721/1728-2667.2020/212-5/3
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