RISK PREPAREDNESS STUDIES MARKETING SPECIALISTS УДК: 159.9 JEL: А10, D20, Е71

Abstract

In situations of economic uncertainty in the modern market, it is marketing specialists who analyzeconditions, factors, circumstances and predict solutions within the framework of the task of maintaining the stabilityof the enterprise, therefore it has become relevant to study the risk appetite of these specialists. For this purpose, atheoretical analysis was made to consider the concept of “risk readiness” in the psychological literature, the specificsof the activities of marketing specialists were shown, and methods were selected that revealed the content structureof risk readiness as a personal characteristic marketing specialists from the perspective of the motivational-semanticsphere, which reveals the study of the characteristics of risk-taking among male and female marketing specialists.A number of factors determine the relevance of the formed research topic.According to the results of the study, it was shown that marketing specialists with different work experience havesignificant differences in risk readiness, which are manifested in the perception of the life process, controllabilityand degree of independence of the specialist. Predictors of risk readiness of male and female marketing specialistsbetween risk readiness and the development of their motivational and semantic sphere are also highlighted.