COACHING TECHNOLOGIES FOR DEVELOPING ASSERTIVENESS  AS A KEY FACTOR IN BUILDING ENTREPRENEURS' PSYCHOLOGICAL  READINESS FOR BUSINESS ACTIVITIES

Leonid Nikolaiev; Andrii Sabadash

doi:10.23856/7131

Leonid Nikolaiev Hryhorii Skovoroda University in Pereiaslav https://orcid.org/0000-0001-6506-4871
Andrii Sabadash Hryhorii Skovoroda University in Pereiaslav https://orcid.org/0000-0002-7838-9154

Keywords: emotional competence, individual internal resources, professional training of entrepreneurs, stress resistance, self-regulation, personal development

Abstract

This article examines coaching technologies as an effective tool for developing assertiveness in the context of forming individual psychological readiness for entrepreneurial activity. In today's competitive business environment, entrepreneurial success is determined not only by professional skills but also by the level of psychological readiness, with assertiveness being a key component. The author defines assertiveness as the ability to confidently and ecologically defend one's rights and interests without violating the boundaries of others, which is critically important for effective entrepreneurial functioning. The research methodology comprises theoretical analysis of scientific sources by domestic and foreign scholars, as well as an empirical online survey of young entrepreneurs regarding key components of their psychological readiness for business. The results demonstrate high significance for respondents in maintaining constructive behavior in crisis situations and making informed decisions under conditions of uncertainty. The structural components of an entrepreneur's psychological readiness are defined as motivational, cognitive, emotional-volitional, reflexive-evaluative, and communicative. It is proven that coaching technologies contribute to individualizing the development process, forming responsible thinking, increasing awareness, and developing emotional competence.The advantages of the coaching approach are revealed, among them the disclosure of individual internal resources, formation of assertive attitudes and behavior through dialogue, reflection, and work with limiting beliefs. The practical significance of the study lies in outlining the effectiveness of coaching approaches for professional training of entrepreneurs and individual support of their activities under current economic challenges.

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