Abstract:

To date, one of the trends in the development of the Russian economy is the increasing power of women. What explains this? As noted in her master classes practicing consultant, expert Maria Gerber, it is women who mostly make decisions about any purchases. Women's entrepreneurship is based on women's mentality (Gerber, 2019). It defines not only the actions of a woman as a buyer, but also as an entrepreneur. Women entrepreneurs can act as symbolic role models and  mentors,  setting  examples  and  providing valuable  lessons  for  aspiring  women  entrepreneurs (Kelley et al., 2010). Different research has documented the value of credible and attractive role models in encouraging entrepreneurship (Chen, Greene, and Crick,   1998;   Radu   and   Redien-Collot,   2008).