WOMEN''S ENTREPRENEURSHIP DEVELEPOMENT IN RUSSIA TODAY
The article is devoted to the development of female entrepreneurship in Russia at the present stage. The study was based on analysis of the scientific literature on the establishment and development of women's entrepreneurship, a survey of women engaged in entrepreneurial activity, the analysis of statistical reporting, analysis of national and international surveys and indexes. The author analyzes the factors such as motivation of women to create their own business structure; prospects for the opening of business; image-making factors for entrepreneurship on the part of society, and the entrepreneurs themselves; attitude to women as businesswomen, business partners and society as a whole. The revealed retrospective analysis has shown that the development of entrepreneurship in the cluster of women's entrepreneurship in our country at the beginning of the last century was a natural consequence of increasing business activity of women worldwide. Women have got ability to self-realization not only in the traditional forms of social and economic activities. Following the men, the women occupy strong positions in the business community. However, there are features in the implementation of women's entrepreneurship. The nature of women is significantly different from the men's one. The woman is not inclined to take risks, experience emotional overload, stress over a long period of time. In addition, women tend to lose interest from time to time in business that she is not interested in. Therefore, women's entrepreneurship is the fastest growing segment of small and medium-sized businesses, and it has an entrepreneurial orientation. Namely, creativity, innovation, mobility, flexibility and adaptability to changes in the external economic environment