Developing soft skills of entrepreneurs in the context of digital transformation and the role of universities

in the context of digital transformation and high competition in the market for entrepreneurial services, soft skills are becoming increasingly significant as a factor in competitiveness. This article analyzes the level of key soft skills among Russian entrepreneurs and explores the potential of universities in their development. The study is based on the empirical survey conducted by M.A. Lukashenko and E.V. Alekseeva (2024) involving 360 Russian entrepreneurs, along with a review of academic publications and continuing education practices. The research identifies the most important soft skills for entrepreneurs (communication management, decision-making, customer focus, critical thinking), reveals that their actual level of development is significantly lower than their perceived importance, and shows that self-education is the main source of skill formation. The study concludes that universities are not sufficiently active in this area, despite having great potential. The author proposes recommendations for improving continuing education programs for entrepreneurs, emphasizing practical orientation, industry specificity, and digital integration. The findings can be used to design targeted educational programs aimed at enhancing entrepreneurial competitiveness and strengthening Russia’s entrepreneurial potential.

soft skills, entrepreneurs, continuing education, universities, digital transformation