The image of Vladivostok entrepreneur: a comparative study of practicing and prospective businesspeople

the article presents research findings on the image of Vladivostok entrepreneurs among established (N=51) and aspiring entrepreneurs (N=52). The study's relevance stems from Vladivostok's unique position and the growing importance of small and medium-sized enterprise development in current economic conditions. The research aimed to identify perceptual differences in entrepreneur representation between these groups. The methodology incorporated survey techniques, verbal associative experiments, and V.P. Serkin's semantic differential. Data analysis employed frequency analysis, categorical classification, factor analysis, and Fisher's exact test. Key findings revealed motivational differences: current entrepreneurs emphasized pragmatic aspects (adaptability, necessity), while future entrepreneurs focused on status and creativity. Factor analysis identified common image components ("Professional," "Proactive Leader") and a unique regional-specific factor ("Adventurer"). The practical significance lies in applying these results to entrepreneurship support programs and image policy development. The findings offer value for government agencies, business accelerators, and educational institutions. Future research should explore intergenerational differences and regional entrepreneurship specifics.

Vladivostok entrepreneur, entrepreneurial image, motivation, regional identity, small and medium-sized enterprises