In our opinion, the following classification of
strategies for ensuring the success of women's
business, presented in the literature, which was the
result of women's business study by its authors
(Drozdov, Filatkina & Filatkina, 2017) of Russian
and, mainly, foreign literature, deserves special
attention: Group Production (Shastri, 2014); Business
with Single Women (Ntanjana, Mangwane, 2020),
(Jiao, Koo & Cui 2015); Man in Charge (Ntseane,
2004), (Salmenniemi, Karhunen P. & Kosonen R.
2011); Powerful Partner (Rey-Martí, Tur-Porcar A. &
Mas-Tur A., 2015).
It is obvious that the productivity of women's
entrepreneurial activity is largely due to the attitude
of family members to their business. This is where the
achievement of a balance of roles comes to the fore:
a mother and a housekeeper, on the one hand, and an
entrepreneur, a leader, on the other. The literature
presents the following typification of emerging
behavioral models: "The main earner in the family",
"Equality in the family and business" and "Husband's
helper" (Drozdov, Filatkina & Filatkina, 2017).
It seems that the given “telling” names do not
need additional comments.
Let us name another concept of “work-and-life
balance” - “Role balance”, according to which “role
conflicts lead to an imbalance between private and
professional life, increased feelings of stress and
psychological tension due to unfulfilled role
expectations” (Dimitrova E.K., Tonkikh N.V., 2020).
The imbalance is especially pronounced in women,
which adversely affects the development of business.
In general, foreign (Obaco, Royuela, 2020),
(Knodel, Vu, Jayakody & Huy, 2005) and Russian
scientists pay great attention to the study of the work-
and-life balance problem. Thus, the analysis of the
results of sociological research carried out by the
interviewing method (140 interviews) with a
difference of 10 years, brought A.E. Chirikova to the
conclusion that building a family according to the
egalitarian principle allows a woman to harmonize
family function and leadership positions in business
(Chirikova, 2011). The work of E.K. Dimitrova and
N.V. Tonkikh is also of interest, which shows the
differentiation of attitudes towards “work-and-life
balance” in different groups of the population with
similar social conditions, and also identifies factors
influencing the degree of satisfaction with “work-
and-life balance” (Dimitrova, Tonkikh, 2020). We
point out that the authors' conclusions were
formulated on the basis of the results of a study of the
quality of life conducted by Eurofound in 2016 and
data from 2019 based on the results of a survey of
Russian women-mothers employed in online business
(Tonkikh, Baranova, 2019).
It is clear to us that achieving a balance between
life and work is the key to success for the
development of women's entrepreneurship. Progress
in this direction requires the mutual efforts of various
actors: women, families, employers, the state.
3.3 Entry of Women into Business
Another important area of research, in our opinion, is
the "entry" of women into business.
In particular, an analysis of the results of studies
on the problem of gender characteristics of business
inheritance by Western sociologists (Bika, 2014),
(Kubíček, Machek, 2019) allows us to conclude that
men inherit business more often than women. Based
on the study of the results of 20 in-depth interviews
with representatives of the first and second generation
of business dynasties (10 men and 10 women), Yu.S.
Panfilova formulated the conclusion that men are
more characterized by their own motivation and
ambitions when inheriting a business, while women's
narratives also demonstrate forced models of
succession (Panfilova, 2020).
Having set the goal of classifying the ways
women enter the area of professional business
activity, A.I. Voronkova undertook an analysis of
data from the Forbes ranking for 2014-2017,
reviewed the doctrines of female business elites, and
studied materials posted in the media on this issue.
Among the conclusions drawn by the author based on
the results of the study, let us pay attention to the
following: the “family” way of recruiting women into
the business elite remains the most effective
(Voronkova, 2019). Note that in the current works of
foreign authors, attention is also focused on such a
way for women to enter the business elite as an
inheritance of a family enterprise (Campopiano,
Massis, Rinaldi & Sciascia, 2017), (Erwee, Henry &
Kong, 2013).
4 DISCUSSION OF RESULTS
The results of the study showed that the first steps in
studying the "woman and business" problem were
made by sociologists.
The strategies developed by the representatives of
sociology and the formulated conclusions need
additional study, legalization, and extrapolation to the
Russian legal basis, with all its features.
In our work, we paid attention to only a small
fraction of the problems of women's